The state of digital marketing optimization 2015 – challenges and solutions

Dave Chaffey at one of our events

Dave Chaffey at one of our events

The opportunity to continually test and refine digital marketing is often cited as one of the main advantages of “new media” over “traditional media”. The conversation amongst digital marketing thought-leaders is generally sophisticated on this subject, advocating advanced tactics.

Terms such as “Agility”, “A/B testing” and “social media optimisation” are common currency. But what’s really happening on the ground? To what extent do marketers in the field actually optimise their digital efforts?

Managing Digital Marketing 2015, a new report by Smartinsights.com, offers some sobering answers. [Read more…]

Customer experience and user experience: where they meet

AlthUser experienceough there is a big difference between the customer experience and user experience, both are also related. Many techniques and approaches in customer experience management, customer journey mapping, etc. can also be found in user experience and service design. As a matter of fact, if we want to improve customer experiences we also need to improve user experiences in several ways.

The difference between the customer experience and user experience looks pretty straightforward: the customer experience is generally defined as the sum of all experiences an individual has in relationship to your brand, services, content, touchpoints, interactions, employees, products and so on.

This end-to-end customer experience view is important. However, at least as important is the single customer experience, which each one being part of that sum and a highly emotional and subconscious given. [Read more…]

Business risks from and for the insurance industry

Insurance companies struggle with the rapid pace of change within an increasingly demanding and digital market and customer context. Digital technologies and innovations, the increasing digital communications behavior of consumers, feedback and comparison websites, the list goes on.
Insurance
Although the impact of such changes is big and leading to digital transformations in the industry, the whole digital dimension is just part of a bigger puzzle of challenges within the insurance market and, let’s face it, a world where the nature and number of risks has risen considerably. [Read more…]