How Mobile Impacts Customer Engagement


How Mobile Impacts Customer Engagement

Increasingly, when customers need something, anything, they turn to their mobile device and ask for help. Mobile is becoming their problem-solver, and a shift of this magnitude has dramatically transformed customer expectations.

A recent eConsultancy report stated that with the rising adoption of mobile; consumers are intolerant of brands’ online faults. If they do encounter problems, 16% admit they would be more likely to buy from a competitor, while 13% would abandon the transaction altogether and try a competitor instead.

This surge in customer expectations creates an opportunity for brands to transform customer perceptions. And as mobile has such a big impact on customer engagement, this should be at the forefront.

Mobile like social media can help customers learn more about you and engage with your brand. In fact, an EPiServer study found that 46% of brands already have a mobile strategy in place and of those 74% are already using mobile primarily to increase customer loyalty and provide a more personalized experience for customers.

The increase in mobile adoption only further increases their expectations for customer service.  As more customers access the internet, social media, and email from wherever they are – your brand should be focused on crafting a mobile-friendly experience in order to remain competitive.

Vision Critical recently pointed out that while many companies think they are customer-centric, they might be making some critical errors. They point out that companies that use mobile tools and strategies that improve customer engagement win with 84% of CMO’s focusing on the mobile experience.

Here are a few areas where mobile can enrich and strengthen interactions with your consumers:

Cross-Channel Experiences

Consumers are interacting with brands through many different communication channels: Mobile, social, and desktop – so it is more important than ever that the brand message remains consistent across all channels. Most consumers will engage with your brand with the use of a mobile device – so it is imperative the mobile experience is seamless for your consumer.

Live Help

A personalized experience is still important for customers even when interacting with a brand through a mobile device.  34% of users will conduct research on a product or service via their mobile device – so mobile friendly options are paramount. Brands that ensure customer service communications are streamlined for mobile interaction will win more customers.

Location-Based Services

Mobile has given consumers the ability to search for items nearby, giving them a level of convenience not previously available. Up-to-date location information is essential across all your brand’s online properties, review sites and social media. It enables companies to deliver services and offers to a customer at the most relevant moment.

Mobile devices are now entrenched in today’s society, and it’s important that brands ensure your customer engagements are optimized for mobile.  By ensuring websites are responsive and customers can easily access all information they need; brands will be well positioned to improve their customer engagements.


Infographic: The Power of Personalization


Infographic: The Power of Personalization

Check out our latest infographic to learn why personalization is so important to your consumer.

The Secret Sauce to Customer Engagement


The Secret Sauce to Customer Engagement

In a competitive retail market where marketing programs are ubiquitous, brands must set themselves apart to drive customer engagement and build real relationships. It’s about distilling smart, customer-centric data to deliver content that not only rewards, but also transforms customers into brand ambassadors.

Today, most brands view their customers one dimensionally. We can’t see the decision process that the customer has gone through to put the items in her basket, or what happens after her purchase. Did the customer even like the products when she used them? Did she share information socially about her purchase? The only information marketers have is at this one moment – when they buy.

IBM conducted a number of C-suite studies to survey business leaders from companies of all sizes and industries to gain a better understanding of C-level priorities. In 2013 their CMO study noted that the main CMO priority was enhancing customer loyalty and building customer advocacy for their brands. During their 2014 IBM CMO study it indicated that CMOs are struggling with how to execute on that priority in today’s digital world. To succeed, the CMOs stated that they have three prerequisites:

  • Using data analytics to gain deeper understanding of customers, individually & collectively
  • Designing rewarding customer experiences
  • Capitalizing on new technologies to deliver those experiences smartly and efficientl

In addition, a July 2014 survey by Forbes Insights said fragmented and siloed data systems were a key factor preventing a single view of the customer. Senior executives polled in North America said their companies were using an average of 36 different data-gathering systems and vendors. Of those polled, only 24% of respondents said the various customer communications and data-gathering systems they used were integrated or connected across their organization.

To attract, retain and satisfy customers now and into the future, retailers must expand their understanding of each individual customer and use it to provide personalized and relevant content. Many retailers are challenged in this area because:

  • They may not have insight into the customers’ past campaign engagement, or be able to consolidate campaign activity over the various communication channels.
  •  Their view of the customer is incomplete. They do not have access to the customers’ social preferences, their mobile usage and purchase behaviors.
  • Their services are inconsistent because they do not have access to all the critical information about the customer that tells them the right action to take.

So – what is the secret sauce to customer engagement? ANALYTICS. Analytics can help by providing marketers with the insights necessary for a single view of the customer that they can access right when they need them. Armed with this information, they can nurture customer loyalty over time and deliver smarter marketing programs to increase customer lifetime value.



Join our Retail Webinar on September 24



The Retailers’ Ultimate Challenge – Customer Personalization


Do you know your customers?

The Retailers’ Ultimate Challenge: Customer Personalization

September 24 @ 10am Pacific

Customers today expect that you, the brand, know them. They demand personalized content in every engagement, through every channel, every time.

But how can you deliver individualized engagements? By leveraging the customer data you already have you can gain deeper insights into your individual customers, their actions and interests to deliver dynamic and relevant content during every interaction.

Register for our webinar today.

Join the Tagga team to learn the key strategies to get customer personalization right – every time with every customer, when it matters.

Attend this webinar featuring our Director of Marketing, Nicole Steele, to learn how to harness the power of your current customer data and build a more engaging relationship with your current customers and attract new ones. Learn how to:

  • Stay memorable, stay relevant, and connect with your customers to achieve higher revenues by delivering relevant content
  • Increase customer engagement, customer loyalty and customer lifetime value
  • Use analytically-driven personalization approaches to uncover context around customer interactions

We look forward to seeing you there!

Cross-Channel Marketing is Helping Me Increase My Shoe Collection


Cross-Channel Marketing is Helping Me Increase My Shoe Collection

On my commute into work I was checking out the newest pair of adidas shoes on my tablet for an upcoming marathon. The shoes are great but it’s time to hop onto a conference call, so my purchase plans will have to wait.  Later as I am browsing through Facebook, I notice an ad appear for those same adidas shoes – coincidence or fate? That evening on my laptop, I see yet another ad for the same pair of shoes…finally some downtime to make the purchase! And the shoes are mine!  After adding the shoes to my shopping cart, I realize this would make a great post!  Not all marketers are familiar with Cross-Channel basics…this post can help!

How It All Began

Targeted marketing has been part of the online experience since the late 1990’s. At the time Brands would try to reach consumers similar to how they advertised on TV – by selecting ads that appealed to the broadest audience. Throw something at the wall – something has got to stick! Right? In the early 2000’s they began using browsing history and collected data from users to create targeted ads, and promotions for shoes, clothing, cars and other products by tracking people across the Internet. This custom is now widespread and a mainstream practice by all brands.

With the emergence of the mobile phone (acting more like a mini computer), the adoption of tablets (according to PEW Research 42% of US adults own a tablet), and the social media boom – Brands are trying harder to keep their ads top of mind for their customers. A recent study by identified 35% of e-commerce executives plan to invest in creating a “seamless shopping experience” for their customers across stores, web and mobile.

Today, targeted and personalized advertising is practiced more often – but still not nearly enough to keep the public happy. According to Forbes Insights 62% of consumers are now expecting to receive personalized offers across all communication channels.

Once again, there is a wide gap between what consumers are expecting and what brands are looking to deliver.

How Do They Collect Your Information?

If 35% of brands plan to invest in creating a seamless shopping experience, how are they able to deliver these targeted ads?

Search Data. Analyze search terms and user habits to place targeted advertisements alongside regular search results and pay for a higher position in the results for particular keywords.

Cookies. Collect and record webpages, blog articles and social media sites visited using a small file (or cookie). There are two types of cookies: first-party cookies, which are sent by the site domain in the address bar, and third-party cookies, which come from other domains that have embedded ads or images on the page. This information helps marketers tailor advertising to specific audiences.

Purchase Behavior. How can sites like Amazon recommend items that remind you of previously purchased items? It’s because online stores often utilize user registration to track what a person buys – even what you put in your cart and later abandoned to personalize the shopping experience.

Profile Data. Profiles created on social networks like site Facebook, Twitter and Instagram contain information about your age, education, interests, music and books Brands can leverage this data to provide custom advertising.

What I Want, Where & When I Want It

With so many channels (smartphone, mobile, desktop and social) for brands to use to connect with their audience, marketers face a major opportunity and challenge.  They have more opportunities to connect but they must be more streamlined and data-driven.

The problem is (as mentioned above) there are many data points. Most brands are buried in data overload and don’t know how to seamlessly execute targeted communications on their audience’s preferred channel. Nearly 65% of Brands are not even considering offering a personalized shopping experience in 2014 or 2015.

Not only is it difficult to digest content because marketers are not tailoring the content to specific channels – there is a lack of personalization.  With access to the mountains of data, brands have the capability to leverage that content to create personalized relationships. Unfortunately, nearly two-thirds of marketers are not providing their customers with the content they want or even seek!

What’s Next?

The good news is Brands like Starbucks, Amazon and Zappos provide a great customer experience – which equates into brilliant revenues.  Marketers and Brands will be forced to take notice and get on board to deliver the type of communications customers want, on the devices they prefer, as they need it.

Until that time arrives, I will continue to drink my latte at the Starbucks as I purchase the coffee maker Amazon recommends while admiring my new adidas shoes.




Personalization: Finally Consumers and Marketers Agree!


 Personalization: Finally Consumers and Marketers Agree!

There is no wonder why Coke’s #shareacoke campaign has had huge success this summer – who wouldn’t want a bottle (from one of the biggest brands in pop) personalized with their name on it?!  For those of you who haven’t seen the campaign, you need to be enlightened by one of the cutest campaigns this summer.

Scores of people are taking road trips to find bottles emblazoned with their names, posting pictures and videos on social networks with many going viral. One couple even hijacked the campaign to make their own personal announcement receiving over 1.5 million views. Part of the reason for the success of the campaign – personalization!

Coke gets it – and more brands need to hop on board. Consumers prefer relevant, personalized offers; while marketing professionals find making content personalized can be a major revenue driver. Marketing professionals and consumers unite: personalization is key!

According to research conducted by Forrester, smartphone owners prefer personalized communications compared to any other form. International Data Center (IDC) also found that about half of consumers preferred relevant, personalized offers from retailers.

Membership in US retail loyalty programs has grown to more than 1 billion, up from less than half that number in 2006. As their experience with these programs deepens, consumers have begun to expect more personalized offers and services in return for their participation. Thanks to the increased sophistication of behavioural and demographic data loyalty programs provide; retailers can satisfy those desires while also addressing their own data requirements, according to eMarketer.

Consumers Will Give You Access – But What Do They Get?

Today’s consumers realize they need to trade some private information to receive more relevant offers. According to Forbes Insights, more than three-quarters of consumers saw the benefit of trading personal information for more relevant discounts and offers, and 62% were willing to do so in return for personalized offers.

Getting personal with your consumer involves gathering mountains of data from various touch points; retail operations, customer volunteered information and data aggregators. Collecting customer data is only part of the marketers’ challenge. There’s a huge leap from gathering data; to having data organized finely enough to provide personalized and individualized recommendations that enhance the customer experience.

Marketers can now take information gleaned from shopping habits and other preferences and then shape the messaging in order to have a greater impact on customers.

Identify Consumer Preferences

Harris Interactive found that the majority of recipients of communications containing personalization from previous shopping experiences and preferences would be more likely to increase their purchases. In fact, 81% of respondents said they were at least somewhat likely to make additional purchases, either online or in-store as a result of those personalized communications.

82% of respondents positively reacted towards receiving more communications, as long as the new correspondence took into account previous shopping habits.

Consumers have already voiced interest in receiving personalized communications, and recent polling suggested that personalization would be a key trend across all consumer communications this year.

The November 2013 Conversant study highlighted that three-quarters of US senior level marketing professionals and agency decision makers agreed that “individualized messages and offers will be more effective than mass messages/offers”– they all say “personalized one-to-one marketing is the future”.

Demand for Personalized Content on the Rise

Heightened consumer demand for messages related to their interests, explains the driver behind the response from executives. Probably the most important reason for the rise of personalization is the high ROI it yields. A recent Tnooz study found that 80% of respondents say personalized content plays a part in their decision to purchase. Marketing professionals also mentioned the same benefits but have also identified increase in repeat purchase as the most desirable benefit. So, not only are consumers more likely to interact with personalized messages, they’re also more likely to spend more money with brands that implement targeted programs.

Not every brand has a product they can personalize like Coke but, it’s clear that communications tailored to your consumer forming 1-to-1 relationships with your audience will increase engagement rates, customer satisfaction and your brand’s revenues.





Is Your Retail Brand Ready for the Male Millennial?




Is Your Retail Brand Ready for the Male Millennial?


We know millennial females shop more than twice a month, compared to 36% of older females – but what about their male counterparts?

How Do They Shop?

Among millennial males, almost 40% reported shopping for clothing more than twice a month, compared to only 10% of non-millennial men.  Frequency is not the only nugget to notice, male millennials also spend 2X more than men in older generations.

A recent Boston Consulting Group study highlighted the habit that sets millennials apart from other non-millennials – their tendency to shop in groups and seek opinions from others. 49% of millennial males will seek information from a friend, as well as 29% will check online reviews prior to making a purchase; compared to less than 15% of non-millennial males. Unlike the millennial female; millennial males will try fewer brands and have fewer favorite brands.  The good news – when they do try a new brand, they are more likely to convert and stay loyal to the brand contrasting the millennial female.

Keep Them Entertained and Provide Advisors

54% of male millennials seek a fun and energizing shopping experience compared to 39% of non-millennial men; they also value the music and store atmosphere more than their non-millennial counterparts. 46% of millennial males are also more likely to appreciate sales associates who are trendy and wear store merchandise; compared to the 22% of non-millennial males. With these stats its not surprising that male millennials value the store associate as an advisor more than the millennial female.

How to Engage Them

Millennials enjoy going to brick and mortar stores – but their shopping experience is not complete without online retailers, brand sites, social media, and mobile. Millennials want to research products, check prices, make purchases and receive promotions online and on their mobile device.

Is your retail organization communicating with the male millennial on the channel their prefer, providing a consistent and clear message?




Take Notice of the Female Millennial – Or Your Brand Could Get Left Behind!


Take Notice of the Female Millennial – Or Your Brand Could Get Left Behind!

Millennials (or adults aged 18 to 33 years) currently represent the generation with the most influence on the retail industry, and marketing professionals are beginning to take notice as this group represents over $600US million annually in sales.

Male and female millennials not only shop and buy more than older generations; they also influence the spending of older generations who look to them for the latest trends, according to the latest report by Punchtab.

Millennial Women Shop Twice As Often

This trend is particularly true for the 47% of millennial women who shop twice a month versus 36% of non-Millennial women. Millennial women are more likely to buy apparel more often for many reasons, one being the cost and perceived value of an item like a t-shirt.  It is more common today for a millennial to buy a $10 t-shirt that will last for a few months, than a $100 t-shirt, which will last for two years.

Millennial Moms Are Savvy & Connected

Millennial moms (who are considered to be savvier than their counterparts in other generations) will spend 4 hours more per week than the average mom on social networks. It is estimated millennial moms spend an approximate 17.4 hours per week on social media networks (source: Weber Shandwick). This provides an opportunity for marketing professionals to connect with this segment in a more meaningful way – the challenge is that few brands are capitalizing on this chance.

The perception of a more connected millennial mom and the size of her personal network has also contributed to the number of times per month (9.6 times per month) she is asked to provide a product recommendation, compared to all other moms who are asked 6.3 times per month (Weber Shandwick). Consumers (especially millennial consumers), have a distrust of brands and advertisers. Waking up to this notion brands are taking aim at the millennial mom for brand recommendations.

Key Take Away: Don’t Underestimate the Millennial Female’s Influence

Armed with the knowledge that millennial women are comfortable engaging with brands across social networks, and that female millennials are 2X to 3X more likely to connect with brands on Facebook and Twitter – how is your brand engaging with the millennial female?

Millennials are a segment not to be missed! They are a population of 80 million empowered, tech-savvy, influential individuals, capable of $10US Trillion in lifetime spending.  How are you and your brand engaging with the females of this generation to ensure the continued success of your retail operation?

How Cross-Channel Marketing Impacts the Buying Cycle


How Cross-Channel Marketing Impacts the Buying Cycle

How Cross-Channel Marketing Impacts the Buying Cycle

The importance of Cross Channel to the Buying Cycle

According to Forrester, more than 70% of consumers indicated they personally use three or more devices daily, giving rise to consumers who are connected to their devices 24/7. This affords marketers the opportunity to reach customers during times consumers historically were not available and also provides new marketing opportunities during the buying cycle.

According to Forrester’s Study “ The New Path to Purchase”, 98% of consumers indicated they go online daily, while 85% of them go online several times a day. Two-thirds of respondents also use their desktop, laptop, and mobile devices to access online brand assets.

You will find companies and experts giving them different names, but there are essentially 4 steps in the buying cycle:

  • Discovery
  • Education
  • Purchase
  • Advocacy

The dawn of the connected consumer has not changed any of these steps in the buying cycle but it has greatly altered how the marketing professional can interact with consumers and guide them through the process.

1.  Discovery.  Occurs when a consumer first learns of a specific brand’s product or service. Digital channels are now the primary way consumers first discover a brand – surpassing offline channels two to one. Two-thirds of consumers cited digital resources during discovery whereas; only 27% cited offline channels. Of the digital sources mentioned 1/3 of consumers said search engines were their primary resource.
2.  Education. While a consumer is gathering information on a specific brand, they turn to multiple channels to provide them with the depth of information required to understand the brand and compare it to others. Search engines are the top resource used by 44% of consumers (23% of this coming directly from mobile), while only 25% visit the brand’s website.
3.  Purchase. Digital and mobile channels are also significantly impacting the purchase. One-third of consumers’ recent purchases were completely made online, and the other 15% started their purchase online and completed the transaction offline. Of all ecommerce sales, 15% were made on a mobile device.
4.  Advocacy. Gone are the days consumers believe the reviews from the brand.  The digital consumer is educated, and the information most trusted is from other consumers. 92% of customers will trust a customer review over a brand description. 90% of consumers say online reviews greatly impacted their purchase decision.

Connected Customers Demand Cross-Channel Consistency

As customers advance through the buying cycle, as many as 1/3 of consumers switch devices. As these customers advance through the buying process their expectations of their cross-channel experience also increases. 71% of consumers report a negative feeling towards brands when they run into cross-channel inconsistencies – and 9% will actually stop interacting with the brand.

Key Take-Away: Consistent, Channel-Optimized Content

52% of consumers stated they want to see the same content, but want channel-optimized content as they switch mediums. One in five consumers expect the brand to continue to “know” them across devices, while only 15% expect to remain anonymous.






VANCOUVER, BRITISH COLUMBIA, May 15, 2014 – Tagga Media, a market leader in cross-channel campaign management software and marketing services, is pleased to announce the appointment of Roger Lines as Vice President of Product. Bringing a wealth of industry experience and knowledge, Lines will oversee the management and development of Tagga’s software products to ensure continuous innovation to the company’s software roadmap. Read more