How Direct Response Marketing Can Keep Up With Customers’ Liquid Expectations

Customers compare their experiences with your brand to their experiences with Amazon, Disney, and Starbucks, even if you sell insurance, building supplies, or printing services. And you better believe these interactions are shaping their perceptions of your company—and they’re raising the bar for your direct response marketing efforts, too.

It’s Time to Widen Your Competitive Lens
Who’s setting the bar? Not your direct competitors. In fact, your competitors aren’t often who you think they are. Your competitors are also the brands that your customers engage with on a daily basis. That’s right, these include McDonald’s, Google, PetSmart, and Nike; the brands who pour billions of dollars into marketing research, product development, and advertising. And in the process, they’re redefining the customer experience and driving new consumer demands.

Accenture Interactive’s Fjord agency coined the term “liquid expectations” to describe when customer experiences seep over from one industry to an entirely different industry. For example, a customer might compare their easy-breezy coffee shop mobile ordering and checkout experience with their not-quite-as-simple online life insurance quoting and application process. They’re going to find the insurance company experience lacking. They’re going to feel dissatisfied, on some level, and think, “That should have been a whole lot easier!”

While this is clearly an apples-to-oranges comparison, it signals to insurance companies a need to prioritize the customer experience—an experience that’s getting easier everywhere else. It’s an opportunity to rise to consumers’ digital demands and improve the buyer journey, taking cues from how leading consumer brands are delighting their customers.Read more


2018 Direct Response Marketing Trends: The Best of the Best

This isn’t just another “trends to watch” list. We’ve scoured the direct response marketing headlines and assessed the “2018 trends” lists. Combining the trend lists and what we are observing in our daily efforts, we’re going to share what we believe are the trends to watch: the top 5 response-generating practices that we believe are going to make the most impact on in the year ahead.
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6 Guidelines for Running a Social Media Group for Your Business

There’s the social media page and then there’s the group—and there’s a big difference. While there’s no knocking the page as the social platform’s “home” for your brand, the group is peoples’ go-to destination for conversation, camaraderie, and support. Read on to learn how we approach the running of a social media group—and what it takes to make yours a success.Read more


14 Ways to Stand Out in Your Customers’ Crowded Social Feeds

Your customers’ social media feeds have a life of their own. Their connections are posting, commenting, updating, and sharing—all day long—so they never know exactly what they’re going to find when they log into their account. A funny meme, cute pics of their neighbor’s kids, some snarky commentary on a morning headline? Probably! But what about an eye-catching post from your company?Read more


Using Influencer Marketing for Measurable Response

Influencer marketing uses key personalities and credible thought-leaders to share a product or service’s message—and drive response—among targeted online communities in the marketplace. Think of it as a digital, more down-to-earth twist on celebrity endorsements.

Generating Buzz in the Digital Age
Who has influenced your purchases lately? Nothing against Brooke Shields and her Calvins, but target audiences for many B2C and B2B brands are more likely to listen to what their favorite digital thought-leaders—bloggers, YouTubers, etc.—have to say about products and services.

There’s an authenticity and authority that comes along with their opinions and testimonials. Their fans and followers watch what they’re doing, recommending, using…so if you can get your product in the hands (or heads) of the thought leaders, just think ofRead more