Nano-Marketing

The world's first online customer engagement survey: this is a great survey enhancing the role of Blog and it gives a closer idea of how to engage strategically an enterprise into NNM technics, Consummer Generated Content etc... this is a great survey which brings some highligths... of what is at stake !

"E-consultancy analyst Linus Gregoriadis explained: "Today's consumers are more likely to switch loyalties if they're not getting the kind of service they want - whether online or offline - so businesses increasingly need to ensure that they deliver an online experience which is in keeping with their brands and with what is happening in their stores or call centres.""When it comes to digital marketing techniques, a majority of organisations are either using or planning to adopt Web 2.0 technologies - including user-generated content, corporate blogs, podcasting and videocasting - during the coming 12 months, according to a survey conducted by E-Consultancy for cScape.According to the survey's Customer Engagement Report, 2007 will be a watershed year for online business with large numbers of companies planning to adopt so-called Web 2.0 features to help engage customers."

http://www.cscape.com/features/Pages/Customerengagementsurvey.aspx

Here is an abstract: The customer experience measurement issues !

There are at least 8 of them:

- Lack of methodology or framework

- Organisational incoherence, culture and/or will

- Complexity of the organisation

- Customer or product unsuitable

- Lack of skills / experience / understanding

- Problem with technology

- Lack of, or difficulty proving ROI / business case

- Resources (budget & time)

It seems to me that this spider chart is going to be famous... and the survey has to be seen enterely by you; here is a last abstract about the near future of NNM throught what I prefer to call CGC vs UGC. A Consumer status is more relevant to me that a User... the usage is better qualified with a customer approach...

"Web 2.0
Some 42% said their company was planning to apply user-generated content (UGC) to their websites in the next 12 months, while 23% were using it already. 35% were planning to use corporate blogs in the next 12 months, while 17% were using them already.

One-third (33%) said they were planning to use podcasting in the next 12 months, while 18% were using it already. And 35% were planning to use videocasting in the next 12 months, with 17% using it already"

Old stuff that the company still need to deal with is Web Analytics being the most commonly employed method of understanding customer experience, practised by 70%, Feedback from Customer-facing Staff (used regularly by 47% of in-house organisations), Customer Surveys (43%) and Competitor Monitoring (33%). Usability Testing is also used in the Web 1.0 technics... Flash, Paid search, Organic SEO, Email & SMS campaign, Contextual Advertising  We have been doing this for 7 years now and there is no differenciating value anymore... Mistery shopper and Focus group were used I was not born yet.

One big question is missing in this survey: its the capability of the company of dealing with intergenerational NNM know-how: i.e. how much to you know about NNM technics being Blogs, RSS, IM, CGC, Virtual Community of interest, Virtual Community of Practise, Rich Internet Applications / Ajax , Podcasting, Videocasting, Behavioural Targeting, Psychographic profiling etc. are strong differenciator.

Have you got a Chief Communities Officer in the house ?

Gil

Mots-clés : NNM , CCO , Web 2.0 , RSS , Blog , Customer Experience , Enterprise , Loyalty