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  • 08.21.17

Which Millennials Are Spending Money

Both brands and marketing agencies are focused on understanding the Millennials generation, whether it’s tips on how to best reach them, knowing how they consume content, or what industries they may (or may not) be killing at the moment.

And while the Millennial generation is the largest population segment, the truth has been that they tend to have below-average incomes and net worth. As a segment, they seek more deals and have less brand loyalty. And, as a group that saw the impact of the last great recession, they tend to be focused on saving money vs. spending it.

Sure, as this group matures and enters their prime earning years, you can probably expect a significant return on your marketing investment. But with CMO tenures continuing to decline, the pressure is on to see results now. Continue Reading

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  • 07.31.17

Customer Segmentation and Persona Development

Predicting the future isn’t just for mystics. With big data, especially applied to customer segmentation and persona development, we now have a much stronger predictive capacity. We can collect little pieces of information that define our customers’ lives. We can start small, at their email address, and grow from there to find out what their favorite movie is or whether they are pregnant. We can use these little pieces of data to understand the bigger picture of who our customers are. We can even use this data to give our customers a seat at the table, as Jeff Bezos insists on at Amazon, to put the customer at the heart of our decision-making.

Customer Segmentation | Persona Development | IQ Agency Continue Reading

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  • 07.17.17

A Tale of the Challenges of Customer Experience Initiatives

According to an eConsultancy.com survey, customer experience is now B2C marketers’ top priority in 2017, just beating out content marketing. This has been a growing trend over the last several years as brands look for new ways to differentiate, especially in categories where products are increasingly more commoditized. This is no surprise, given that consumers say they are willing to actually pay more for a product if they get a better experience. And while driving an increase in purchase behavior is a key goal of CX initiatives, the real results come from increasing loyalty that drive retention and cross-selling opportunities.

The challenge, and where customer experience diverts from customer service, is that there is no one owner internally at most companies of every consumer touchpoint. Improving the customer’s experience requires breaking down silos across the entire company from marketing to sales to IT to human resources to ensure everyone is aligned around the strategy. This is where the breakdown happens. A consumer might be delighted by an online shopping experience, but as soon as they go into the store and talk to an associate, they are immediately annoyed.

I recently had a similar experience that illustrates not just the importance of customer experience, but also the challenges that come with implementing these types of programs. Continue Reading

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  • 07.03.17

Qualitative and Quantitative Research Methods in Marketing

Some researchers take a hard approach to data, either falling squarely on the side of the numbers (quantitative data) or on the other side, the one of focus groups and individual consumer feedback (qualitative data).

But the richest insights come from a paired approach to research, one that seeks both statistically significant findings to define our product’s place in the market as well as a deep understanding of how our product fits into a single consumer’s life.

Why do you need either of these types of research? Learning about your customers means that you can more efficiently answer their needs. A crystal-clear picture of who your consumer is and why they need your product allows you to not only refine your product, but ideate even better solutions to your consumers’ problems.

Qualitative Research | Quantitative Research | IQ Agency Continue Reading

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  • 06.26.17

Financial Institutions focus on the wrong challenge in the mortgage process

Money matters are a leading cause of stress in America. In fact, 76% of people say that money and work are the leading causes of stress. It’s no surprise then that, to limit stress, most consumers crave certainty when making purchases. They do research, ask friends and co-workers, and will even travel long distances to find the right deal. So, when it comes to buying a home – typically one of the biggest purchases consumers will make – the mortgage process can be extraordinarily overwhelming.

Recently, we’ve been working with a client on their mortgage application experience, and as a part of that, mapping the decisions that consumers have to make through the process from engaging with financial institutions to closing. We realized that, halfway through the process, the consumer loses all sense of control – never mind that the front half of the process tends to be filled with jargon and complexity.

Two People Reviewing Mortgage Process | IQ Agency Continue Reading

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  • 06.12.17

The 2017 SoDA Report

IQ is proud to be a founding member of The Society of Digital Agencies (SoDA), a global network of more over 100 digital agencies across 6 continents.

Recently SoDA released the 8th edition of The SoDA Report at SoDAReport.com, a collection of industry articles, thought-leadership POVs, and trends. The report includes a Global Digital Outlook study, performed in partnership with Forrester.
 
Additionally, IQ’s President and COO, Kevin Smith had a featured article, “The Shifting Role of CMO to Technologist.
 
Read his article, as well as others within the SoDA Report, here.
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  • 05.15.17

When it comes to Millennials, Financial Education is a Requirement not a Differentiator

We’ve read the articles imploring banks and credit unions to provide guidance to Millennials who are looking for help navigating complicated first steps into owning their finances. And nearly every financial institution has jumped on the bandwagon of marketing financial education. Just look at these leading banks:

The problem with this trend is that it assumes that if the FI provides the education, Millennials will find what they need and choose them. Financial education has become the marketing and the customer service, and in some cases, another product. This approach couldn’t be more wrong.

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  • 05.01.17

Why are they called wireframes?: An etymology

As a UXer, I’m used to fielding the question, “What’s user experience?” To describe my job, I don’t say, “I conduct research with end users and then design wireframes.” Well, I used to, but I got enough head tilts accompanied by a, “Huh?” that I changed my answer. Now I say “I design website blueprints” or “I figure out how the information on the page is organized,” because “wireframes” isn’t a user-friendly word.

Where did “wireframes” even come from? The term started here, actually: Continue Reading

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  • 04.26.17

Ad Math: How to Calculate Your Net Promoter Score (NPS)

In this Ad Math video, we discuss how to calculate your Net Promoter Score.

Created by Bain & Company, the Net Promoter Score (NPS), is used as a quick and simple way to measure customer satisfaction. Your NPS score is based on one question, asked on a 0-10 scale (with 10 being ‘very likely’): How likely is it that you would recommend our brand/product/service to a friend or colleague?

Responses to this question are then grouped into three categories: Continue Reading

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  • 04.19.17

Ad Math: What is Churn Rate?

In marketing, we spend a lot of time trying to attract new customers, but it’s also important to know how many customers you may be losing. So, in this video, we’re going to discuss how to figure out your churn rate.

Unfortunately, not all customers are loyal. Sometimes, no matter how hard you try, some customers decide to move on to another company and its products (see our post on the value of email subscribers)Knowing how many customers you lose to the competition vs. how many you retain will help inform your marketing strategy and may even guide your product strategy. Continue Reading