Pandemic shifts, call-in customers

The most common pandemic changes occurred in the combination of messages and media

This is more anecdotal than statistically significant, but of the 47 respondents in last week’s survey (people could choose more than one answer), some said they hadn’t changed their marketing in the past year. The most common changes were changes in marketing messaging or the media mix, although many also introduced new products or features to attract pandemic customers.

The story begins to tell stories about data

Figures are not words, but a story. This is the starting point for the data narrative. Digital marketing professionals must compile stories that tell their target audience everything they want to know about a product or service. All the experts we talk to have one thing in common: start with the story and then find the data. You use digital sources or channels to tell an emotionally compelling story, said Bill Ross, founder of Linchpin SEO.

A good story is like creating context with data (facts) so that people care, added Robert Rose, founder and problem maker of Content Consulting. The data itself is meaningless.  The data is not the story itself, he emphasized. Amy Balliett, founder, and CEO of Killer Visual Strategies, a materials company, takes it one step further. The story must be linked to a strong visual image that helps create meaning for the story. We’ll talk about that later.

Balliett was more skeptical of the future of text in data fiction. The tendency was to use as little text as possible, he said. ‘At the beginning of 09, I thought he was going to die.  But we are moving towards visual communication. People will judge the books by the cover, Balliett said. That’s why all brands should put the best cover on their metaphorical books for people to open.

Call your customer?

The telephone is often overlooked in digital marketing but currently plays an important role.

Faced with the worst public health crisis in more than a century, American consumers have used the phone more than ever. In the first half of 2020, Google My Business grew 61% in the number of calls from consumers, from questions about opening hours to tires. In the twelve months to the end of June 2020, calls are up 35% and are 27% above the pre-pandemic level.

The vast majority of consumers, gain more confidence in their purchases when they speak to someone on the phone who can answer their questions. Phone calls give businesses the ability to respond quickly to potential customers in the funnel, connections to real people, and the kind of information that plays an important role in high-profile purchases.

Pre-registration for SMX Create

Marketers, it’s time to negotiate SMX Create, the content and copy training program to be presented by our peers at Search Engine Land on April 13. The sessions are presented in three tracks: SEO, PPC, and Solutions, and the afternoon speaker is Matthew Capala, founder and CEO of Alphametic; the subject, the psychology of choice.

The program will be followed by two workshops on April 14 and 15. The SMX Create Early Bird rates will expire at the end of this week. Sunday, March 28, a $ 99 ticket, $ 149; a $ 149 seminar ticket costs $ 199; and a $ 209 AA + seminar package costs $ 289.

NLX launches the compass for AI voting

We recently explored AI solutions for creative delivery and text optimization. On the B2B side, we cover AI for ABM. NYC-based chat experience company NLX uses AI to better understand customer service conversations (and messages) so businesses can optimize their responses. NLX recently became a launch member with the AWS Travel and Hospitality Partner skill.

Voice Compass was introduced this year and is a customer-centric solution. Partly thanks to the collaboration with AWS, it is currently gaining momentum in the travel and restaurant industry. According to the company, Voice Compass can also be used in other industries that use customer service. Additionally, customers can choose to use a self-service app called Journeys if they prefer self-help.

NLX Studio is the central platform for the new solution. Combine Natural Language Understanding (NLU) with text-based and speech-based analysis. This allows them to automatically determine the next steps in a customer service conversation. This way, the caller doesn’t have to waste time waiting to talk to someone when a common problem can be solved with predetermined steps that don’t guide the customer. This way, customer calls are answered faster and the company saves overhead costs.

Why do we care?

The benefits of better interlocutors could not have come at a better time. Pandemic restrictions have made travel and hospitality extremely complex, from airlines and cruises to world-class hotels. Natural language technology has only improved and there is less chance of a voice assistant saying the wrong thing and sending a customer to a company. According to a survey by the company itself, 60% of customers prefer to solve the problem themselves instead of talking to the broker. Such solutions are likely to make Voice a more robust discovery, buying, and advertising channel. These companies are currently married to fences.

Quote of the day

The creative power of codeless tools in the hands of non-experts is best reflected in the concept of shoshin in Zen Buddhism. “There are many options for beginners, but few for experts.” – Shunryu Suzuki. Scott Brinker, VP Platform Ecosystem, HubSpot

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