123RF
Maximising consumer engagement in a brand-push war zone

The age of using consumer touchpoint data to define targeting strategies is almost becoming defunct. In fact, many insights specialists would argue that we are still thinking in siloes based on this behaviour.

By Claudelle Naidoo 3 days ago

James Maposa
Developing a brand strategy

After crafting some form of customer strategy, you have a sound idea of how you want your company to interact with its potential customer base. You've built customer journeys that support you to deliver remarkable interactions, removing pain points and enhancing the pleasurable moments. The personas you've built have supported you to segment your market and understand how you can tailor your offering to meet their needs. The customer strategy also gives you an indication of the measurement framework you need to put in place to track your customer experience performance; including the identification of gaps, opportunities and improvement areas. Lastly, the customer strategy also provides a platform for your company to start thinking about customer relationship management services that it will need and whether this service will be internalised or outsourced. A cost benefit analysis should be leveraged to understand which option you will go with, including how core this function is to your overall operations.

By James Maposa 29 Nov 2016

Five business branding mistakes to avoid
Five business branding mistakes to avoid

Branding is very important for the success of any business. Companies such as Nike, Adidas, McDonalds and Google have continued to stand out due to their well thought-out branding strategies. Therefore, how you go about branding has the potential to either make or break your business. Here are some of the common mistakes you need to avoid at all costs:

By Charles Mburugu 29 Nov 2016

123RF
Six steps to a better digital marketing strategy

Brands need to engage with their customers regularly in order to be competitive. With all of the messaging thrown in front of today's consumers, a business that succeeds at attracting the attention of consumers time and again will have the advantage. Luckily, engagement isn't impossible to capture in thanks to today's technology and social platforms.

By Jennifer Roberts 29 Nov 2016