Consumer Marketing Roundup: July 23, 2019

5 Tips for Tuning Up Your Customer Experience Strategy

In an article in Target Marketing last week, Lisa Brink provided some good thinking about how to improve your customer experience and personalization strategy - along with 5 tips on how to do it. Here are the 5 tips. Find more about of each of them here.

1. Bring all of your data together to enable a single view of the customer.
2. Ensure that one customer ID is the single source of truth in your organization.
3. Make it easy for customers to self-ID across every touch point when they engage with your brand.
4. Pinpoint and prioritize the points in your customer's journey that cause the most friction and that present the highest risk of customers straying from your brand.
5. After you identify these points of friction, determine how these aspects of the customer journey are affecting your employees.

She concludes, "These steps are not necessarily linear, but it's critical to understand the connection points and the interdependencies across each. Once you've assessed where your organization is in each of these areas, you can begin to build a roadmap to become more customer-centric."

The 2019 Hispanic Small Business Report from Claritas & the Hispanic Chamber

The Hispanic population of the United States is growing, along with their business ownership and purchasing power. To get you started, here are two sample stats from the "The Hispanic Small Business Report," produced though a partnership of Claritas and the U.S. Hispanic Chamber of Commerce. Download the full report here.

• More than 64 million Hispanics live in the U.S. today. By 2024 that number will grow to more than 72 million.
• Claritas estimates that at the end of 2018, there were more than 33 million total businesses in the U.S. Of those, 4.6 million were Hispanic-owned, representing more than 14% of the total (up from around 12% in 2012)

The 5 Biggest Mistakes Video Marketers Make - and How To Fix Them

Lisa Jenkins asked 5 video marketing experts what they considered the biggest mistakes marketers make with videos - and how to fix them. Here, in brief, are their answers. To learn what they suggest to fix them, read the full article on Social Media Examiner.

1. Losing video viewers because of lengthy introductions. "The biggest mistake I see people making with videos on Facebook and Instagram is failing to create content that's tailored specifically to these platforms and the way users behave while interacting with them." Andrew Hubbard
2. Producing video content that ignores customer searches. "One of the biggest video marketing mistakes we see people make is creating the content they think their audience and ideal customers need rather than what those people actually want - what they're actually typing into search bars online." Justin Brown
3. Expecting one video to achieve too many goals. "One of the best ways to generate results with your marketing efforts is to design each piece of content to strategically accomplish a goal." Tim Schmoyer
4. Pushing long-form video to snacking audiences. "Eager to uncover that secret elixir to hack the algorithm and bust sluggish Instagram growth? Good news! No hack needed! Here's a simple rule of thumb: use Instagram's latest feature or updates to gain their favor." Chalene Johnson
5. Bypassing the emotional investment of customers. "Video (especially live video) can be one of the most powerful marketing tools you use in your business. But often people jump to the end too quickly. Getting your audience to invest emotionally before they invest financially is key to long-term success." Luria Petrucci