Tag Archives: email

From dial up to dialed in

8th December 2011

When I was in middle school, I wanted nothing more than for my parents to get high speed internet. No more dial up. Why? AIM. Yup, Aol Instant Messenger. As a middle schooler, I thought the coolest thing possible was to be able to leave up one of those super cute **<<sleeping>>**  away messages. An away message I was never able to leave, as my internet kicked me off-line as soon as you picked up the phone line.

True. Story.

Today while reading to my mentee over lunch, we started talking about Christmas lists. She shared with me that she is really hoping for a laptop for Christmas this year. She’s in 5th grade. So what use does a laptop serve her? She shared that her favorite things to do on the computer are to play games, check email and chat.

Email and chat? Do 5th graders really do that today? Yes. We talked about email, she has two accounts, Yahoo and Gmail, thought she likes to use g-chat to talk to her friends and cousins. We even talked about video chatting and she expressed how much she loves getting to hang out with her friends online in that way.

I’m sure at this point, I shouldn’t be surprised what-so-ever by how children are using technology in their daily lives, yet it never ceases to intrigue me. It’s so fascinating to think how our behaviors stay the same, while only the mediums are changing. Sure, she’s not dreaming of AIM statuses, but she is thinking of the ease of her own device to communicate, an evolution we know won’t stop anytime soon.

At least I can breathe a sigh of relief that she isn’t asking for an iPhone just yet.

And just in case you needed any more proof of the next generation who will lead the way in technology and connections. Be sure to check out the video below.

Be your customer’s #1 fan

24th October 2011

With Facebook’s recent changes emphasizing engagement vs fan count, it leaves me wondering, isn’t this the way it was designed  all along? For social media to be inherently social, 1:1 dialog and communication should absolutely be the cornerstone.

Here at Engauge, we are constantly looking for ways to propel our brands to become champions for their consumers, connect the dots and be, well, social. Moving beyond Facebook and into the larger picture of digital, we know Facebook is merely a network, a powerful network, but a piece of the puzzle none the less.

If communication is the cornerstone of building relationships with consumers, loyalty is the foundation. Not loyalty in the sense that we often see it today, but the world of loyalty our digitally connected consumers are coming to expect.

Merriam-Webster defines loyal as “a strong feeling of support of allegiance.” When I use a coupon or offer card  to make a purchase vs. visiting a competitor retailer, am I being loyal?  Yes, I am loyal to that offer. No, I am not always loyal to the retailer. So how can we as marketers build loyalty to a brand in a world of coupon craziness? The answer is in the balance of experience and advocacy.

In order for a consumer to become loyal to your brand, they must first experience it. We all know the saying about first impressions, make that impression with something they can’t turn down: an offer. Welcome emails, Facebook Like-gated tabs and SMS welcome messages are all great mediums to welcome a consumer into your brand.

However, this is where many marketers end the conversation, when it’s just beginning. In order to drive advocacy and allegiance the consumer must build a relationship with a brand. This is where in today’s digital landscape we are perfectly primed to connect the dots.

What is the personal connection you want a consumer to have with your brand? What utility are you going to provide to them that the competitor won’t? What is exclusive to this channel that they can’t find anywhere else? This may be great customer service, a mobile app to scan items and specials in-store, intriguing information on Facebook and Twitter that sustain a conversation or behind the scenes photos on Instagram or Tumblr. Don’t let the conversation stop in one place.

The key: it must be a combination. If you want to have a relationship with your consumers, don’t end it when you open the door. Give them something to talk about, prime them to tell their friends about you, and when they do, be listening and ready to reward them for that behavior. Be your customer’s number one fan and you just might find they will become your’s too, and in the process, indispensably loyal to your brand.

Amazon targets mobile through email

16th August 2011

This morning, I received a rather interesting email from Amazon inviting me to upgrade my Android phone, through their new wireless service.

How did Amazon know I’ve been using an Android phone for some time and may be looking to make an upgrade in the near future? I’ve downloaded apps previously from the Amazon app store.

As our digital channels become more and more seamless, the opportunities to hyper target users based on interests and preferences is opening up the playing field to deliver rich user experiences.

By taking the time to connect the data between my phone and my Amazon account, Amazon was able to target my preferences by offering information on products I may be interested in actually taking action and purchasing.

In addition, Amazon provides clear call to actions in the email showing their selection of unlocked phones and a bonus $15 credit towards any future app, book or music purchases for my potential new device. The interaction on-site is rather seamless, integrating easily with my existing carrier account, plan and service options.

As retailers look for ways to drive ease of use, personalization and user recommended content when making purchasing decisions, channel integration examples such as this can become the tipping point for a user to make an educated decision. I for one cannot wait to compare, review and shop for my next phone all within the comfort of a network I already love and trust.