Marketing

The biggest mistake companies make in Customer Experience is trying to be like everyone else.

As a smaller business, when you try to compete on the big guys’ fields, you are doomed. You do not have the same resources at your disposal that the big guys do. And customers don’t have anything to differentiate you by. Your company becomes a commodity and has to compete on price against those with greater resources.

To counter and avoid this mistake, Embrace What Makes You Different! Whatever it is that makes you different in the eyes of your customers, flaunt it. Even if you think it’s a flaw, you may not want to “fix” it. You may have an opportunity instead to embrace it and flaunt it.

When you have done that, then accentuate and maybe even exaggerate your differences. Again, even if you don’t think they are good differences.

Check out Buckley’s cough syrup.

Four original bottles of Buckley's syrup

Or Alamo Draft House’s response to a customer complaint.

Be different! Then be more different!

Digital Marketing takes many forms, however, one of the most used formats has been retargeting online. When someone visits your website tagging them with a cookie is common so when they go back out on the web you can show them a nice image ad. Cookies are going away as privacy concerns and abuses have increased. Consumers shy away from sites that may compromise their personal information and need assurance their private information stays private.

Enter FLOC or Federated Learning of Cohorts which is a secure aggregated method for marketers to use first-party data from their customers to help fill in the gaps as well as take advantage of the latest Google technologies. Later this year when many browsers and operating systems on phones and computers begin to block cookies you will need to be ready.

Google made a cartoon strip to help explain this new technology. When you have about 15 minutes take a look and if you have questions, please contact US Marketing, Inc. We'll be happy to help.

 

Jim Bilello
President at US Marketing, Inc.
A  100 S. Saunders Rd., Ste. 150, Lake Forest, IL 60045
P  847-574-6940 
M  847-951-1819 
E  JamesBilello@USMarketing.bz
W  www.usmarketing.bz
 

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