Micah Solomon advises that a customer-centric culture begins with crafting a simple statement of purpose that then forms the basis for recruitment, onboarding, internal interactions and customer service. Once this foundation is in place, "positive peer pressure will take over," he writes.
Facebook users skew female and live in urban areas, while Instagram users also tend to be female and Twitter users tend to be male. Kayla Carmicheal takes a deep dive into the demographics of these and other platforms, including Snapchat, TikTok, YouTube, Reddit and LinkedIn, to help marketers maximize their return on investment.
Separate research from Capgemini and Harvard Business Review shows that customers who have an emotional connection with a company are significantly more valuable, but the dominance of digital engagement means forging those connections is challenging, Danny Tomsett writes. Artificial intelligence is a solution to bringing an emotional side to digital interactions via chatbots that more realistically emulate humans, he writes, though they won't be the only answer.
Ann Wylie presents research that helps marketers find the highest-performing lengths for tweets and Twitter hashtags, and the types of language that work best on the platform. She recommends tweets of 100 characters, hashtags of up to six characters, and advises using news-type sentences that include a subject, verb and object to boost chances of going viral.
Google announced plans to stop the third-party tracking of cookies on Chrome by 2022. Google has sought to work with marketers by developing tools that replace cookies such as a "privacy sandbox," which would enable brands to serve targeted ads with minimal access to personal data, though some are skeptical about the attempt.
Pandora is running an open beta of Test & Tune, which enables marketers to reward individuals who answer a short survey about ad recall and purchase intent with an hour of uninterrupted listening and is being used by StubHub and Procter & Gamble. Test & Tune also includes a sales lift function that provides campaign purchasing data details.
Complying with the California Consumer Privacy Act of 2018 (CCPA), which went into effect at the start of the year, presents a slew of cascading challenges for marketers. Here's how you can ensure your compliance.