Welcome to the Leader’s Blog, the official blog of John and Amanda Fildes, where ideas on innovation, exceptional experiences, competitive differentiation, and business management are shared.
Posted: December 1, 2009 | John Fildes
Many enterprise organizations have used the past few years to capture and analyze data about their business and companies. The result has created data rich organizations that are better equipped to make business decisions based on business intelligence.
We now see the logical next step surfacing within the HP and Informatica strategic alliance. Companies are next seeking fully integrated capture and reporting models that will create more holistic views of customer behavior, allowing businesses to more accurately segment customers. As a result, companies will be empowered to deliver real-time, automated services, such as rewards, cross-selling and up-selling, that are smarter, more tailored to specific individuals and groups, and better designed to be perceived as “valuable” by the customer.
This will be a quickly growing trend – many businesses have already implemented the mechanisms to capture the data – now it is just a matter of using technology to tie the data together in a way that is usable and beneficial to enhancing the customer experience.
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Posted: December 1, 2009 | John Fildes
Although Opera appeared to be the people’s choice for mobile browsing, market share indicates the landscape is leveling.
What does this mean for online content managers and producers?
It means delivering customer experiences that include mobile components will require additional consideration to cross browser compatibility. Producers are already challenged to develop for delivery across multiple mobile operating system platforms. Seamlessly delivering experiences across multiple browsers adds yet another layer of project management that must be considered as a standard part of all system implementation specifications. Quality assurance managers must also invest additional time for visual quality assurance in each browser type supported.
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Posted: December 1, 2009 | Amanda Fildes
The idea of leveraging business intelligence (BI) to reduce costs and improve processes is not a new one, so the fact that InformationWeek indicated 68% of consumer goods companies plan to make BI more available throughout their organization shouldn’t surprise you. I was surprised to learn that BI was only a priority for 37% of companies in other industries.
So what gives?
Perhaps consumer goods companies better understand the idea of getting the most out of your current customers rather than acquiring new ones. Using BI allows them to fine tune channel strategies and better position products. Consumer goods companies are accustomed to collecting and analyzing data about product performance, competitors, and consumer trends so it is logical to think that they would apply the same principles across the organization. It is also not surprising more consumer goods companies will next be seeking solutions that bridge their data capture mechanisms to provide real-time customer services – on the internet, through digital marketing, and at point of purchase. If done correctly, the outcome is that the customer is more likely to complete purchase as a result of a meaningful customer centric experience.
By leveraging BI you can more effectively anticipate and adapt to changes. Companies without a BI strategy risk being outpaced by their competitors. It is a risk that most companies can’t afford to take.
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Posted: December 1, 2009 | Amanda Fildes
MarketingVox cites several sources who state that mobile advertising spend will grow considerably over the next few years. With more people using phones with web browsing capability on faster networks there are increased opportunities for mobile advertising.
I think there is significant opportunity in location based mobile advertising. So many internet enabled phones also have GPS which could allow advertisers to target ads based on the user’s location. For example while using Fandango’s iPhone app to purchase movie tickets you use the “near me” feature to find the closest theatre. You could then be shown an ad for a restaurant nearby that is offering a dinner special that night. Even though many consumers have had felt negatively about ads in mobile applications an ad that is well targeted (and potentially saves the consumer some money) will be perceived as helpful rather than intrusive.
As mobile advertising gains steam make sure you follow the old rule to “meet your customers where they are”.
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