Integrating technology with customer experience can make the experience consistent throughout the customer’s journey; right from research to purchase. A study conducted by Oracle, ‘The CMO Solution Guide to Leveraging New Technology and Marketing Platforms’, provides some stark revelations about customer expectations that very few marketers realise today. To quote a few, the study mentions that
At the start of the new year, we launch a Salesforce plugin, which enriches phone calls with really valuable data, such as order value and purchased products. Salesforce has been one of the most requested integrations and we’re proud to inform you that the plugin is available as of today.
We’re adding Pipeline Deals CRM (PLD) plugin to help marketers get full understanding of the customer journey and for sales representatives to quickly asses the origin and engagement of website visitors that are calling the business, while they are talking to the customer.
Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.
In order to understand the motivators behind making a purchase online and the hurdles customers might be faced with, data capture of calls made to call centres and visits to the merchant’s website need to be addressed and aligned with data before conclusions are drawn as to the effectiveness of a marketing campaign and the reality of the customer journey.
Driverless cars have always captured the public’s imagination. Hollywood, in particular, has given us some memorable self-driving cars such as David Hasselhoff's crime fighting vehicle KITT in the 80’s Knight Rider TV series and the lovable Herbie in Disney’s The Love Bug to name a few. However, if Google has its way, driverless cars may evolve from a cool concept used in Hollywood movies to our actual driveways in reality.
The smart travel brands and businesses during the World Cup will be those that choose to collect data on their journeys their customers take to come to them and make bookings, and turn it into insights that will ultimately help them to make better marketing decisions going forward.