IDC Research: The Role of Marketing in Customer Advocacy

Our partner, Influitive, has a variety of great resources for those in the customer advocacy field.  One is recent research from IDC, The Role of Marketing in Customer Advocacy which you can download here.  

The world has changed, how buying decisions are made has changed, and customer advocacy is more crucial than ever for continued business success. The report has interesting commentary and charts about how advocate marketing staff splits their time among their many responsibilities and which advocate marketing tactics are most common.  There is also discussion of common barriers and suggestions for key success metrics.  The research concludes with recommendations for success. 

This is worth a read.  Let us know if the content resonates with you.  Is this is what you are seeing in your industry, with your clients?  Interested in your thoughts!

Localization – most marketers aren’t happy with results

Do you localize content?  Some of our clients do.  We’re involved as we have on staff native speakers of several languages and are able to localize, not just translate. A recent study from the CMO Council surveyed marketers for information about the state of localization in their company and is summarized in this article on MarTech Today by Amy Gesenhues. 

A full 75% of CMOs invest less than 10% of their budgets for localization and, regardless of spend, a large majority are unhappy with the results. Of the total surveyed only about one third felt they were doing well or were very advanced in this area.  

The report address the broad issues of localization, it’s certainly not language alone. For international content one must address everything from number, currency and date formats to colors and visual images plus so much more.  Even strictly within US borders localization efforts are also applied to content due to large differences across the population. it is important to change your content to best meet the needs of various locales. Localization is a complicated area!  

Get the full report here  for insights on marketers views about localization efforts and see how your company compares. 

Facebook: 500 New Users Every 60 Seconds

Whether personally or professionally, it’s likely you use Facebook.  Just last month Facebook hit the milestone of 2 billion, yes billion, users.  Nearly 25% of the world’s population uses Facebook.  These stats and others are in a recent post from Business2Community by Mandy Edwards, 20 Facebook Statistics for 2017, here.  

Did you know Shakira has the most Facebook fans of any musician? Or that 85% of Facebook video is watched without sound?

From a business perspective 40% of Facebook users have never liked a business page, yet Facebook is the social platform marketers say is most important.  If you have decided Facebook is a good channel for your business, how do you make your business page stand out? Are you reaching your social, and more specifically, your Facebook goals?  Let us know.

Email Trends

An interesting article and infographic from ReachMail  here. “Work Email Trends After Hours”.  They surveyed 1000 people who consider email important to their work, in the US, about their email use and discovered some interesting trends and even regional differences, here are a few:

  • 49% of millennials have never sent a work email after 9pm
  • 75% of us check work email on our days off
  • 71% of us on the West Coast check email on vacation vs. 61% of the total surveyed 

It’s interesting information.  Not only is email important for our work we use email with many of our clients as the fundamental way to interact with their customers.  Looking at this information can give us some insight into responses.   

What fact did you find most surprising?  How about that only 54% feel they receive more email now than they did 3 years ago! I don’t know about you but we get lots more!

A great use of 30 minutes

Want to make good use of 30 minutes?  Read the blog post from Salesforce,  here, and follow some – or all – of the suggestions for improving your sales skills.

We are all selling all the time even if sales is not our official role.  The blog post is a quick read with several different activities you can do, each with an estimate of the time commitment.  They are a good starting point for any of us.  If you want to know more there is a link to download 100 sales tips. 

See below for one tip, check out the post for more and remember to keep moving!

mostproductive

 

 

 

 

 

Advocacy – there’s a science to it

What motivates someone to share their opinion?  How can you influence them to try to persuade others? A recent article  from Stanford Graduate School of Business titled “Where Do Advocates Come From?” cites a range of research into advocacy.

Professor S. Christian Wheeler and PhD graduate Omair Akhatar coauthored a study which found that you can persuade people with fixed attitudes to advocate by positioning it as an opportunity to stand up for their views, rather than as one to engage in dialogue.  And for people that believe attitudes can change, the opposite is true.

Another cited study showed that those who are uncertain are more likely advocates than those who are moderately certain!  Titled “the Curvilinear Relationship Between Attitude Certainly and Attitudinal Advocacy by Lauren Cheatham and Zakary Tormala confirms what we often see, those that are very certain on a topic are more likely to be advocates than others.  Their surprising study shows advocacy has a J curve, peaking with those highly certain, lowest for those of moderate certainty, and rising again for those with low certainty.  They found people with low certainty do share their views, they often want to gather further information, and are open for discussion.  Someone highly certain can come across as judgmental, not so those in the low certainty category.

Interesting thoughts.  We need to take time to frame our discussions and messages appropriately and not overlook those advocates that still have questions.  Science can help us be more effective.  What do you think of these conclusions?

Content Marketing: B2B Research

The Content Marketing Institute recently released a new report “B2B Content Marketing.  2017 Benchmarks, Budgets, and Trends – North America” available  here.

Just what is content marketing?  To quote them: “Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.”

Relevant and compelling content is very important to our organization as I’m sure it is to yours.  This report focuses on B2B engagement and shows in general companies feel they have improved over last year, more success and impact from their content marketing.  Especially interesting is the information on what differentiates the top performers, those that say they are extremely or very successful with their content marketing efforts.  Just two stats from the report – 81% are clear on what success is and 88% of top marketing performers measure the ROI of their content marketing.

Do you have clear goals in this area and how do you track return?  The report is worth a read, give us your thoughts.