Pneumatic computer uses pressure instead of electricity

posted on June 7, 2023
A computer chip made of glass and silicone holds liquids that move from one side of the chip to the other in reaction to pressure changes. This has been used to control and automate miniaturised biochemistry experiments

The Importance of Customer Segmentation in Marketing

posted on June 5, 2023

Powerful marketing communication strategies stem from understanding the perspectives, expectations, and behavior of your target audience. As a marketer, it pays to perceive the unique perspectives of the individuals. Do you know that 80% of your customers want a customized brand experience while working with your business? Rather than perceiving them as a cohesive whole, it’s logical to focus on customer segmentation to market your merchandise better.

In this article, we will explore the potential of customer segmentation in marketing. Check out the common types of customer segmentation and how this categorization process streamlines your marketing campaign.

What Does Customer Segmentation Involve?

Customer segmentation is a strategic move for marketers. They break down their clientele based on psychographic and demographic factors. This way, marketers succeed in spearheading their campaigns to target specific customer groups. Channeling the right marketing messages to your audience, you can leverage your campaigns.

The ultimate goal of customer segmentation is to make marketing optimized for each group. This way, individual customers would receive relevant messages, thereby maximizing the power of your marketing campaigns.

Some of the common grounds of customer segmentation include:

  • Personal attributes of the target audience such as gender, age, marital status, state of life, etc.
  • Customer segmentation involves evaluating the purchase record, buyer behavior, responses to promotions on social media, frequency, and the value of purchased products.
  • Demographic aspects like residing in rural, suburban, and urban areas.

Different Types of Customer Segmentation Strategies

 Have a look at the prime customer segmentation strategies. Being a marketer, categorizing your target audience based on the following grounds can help you spearhead your campaigns.

  1. Demographic segmentation

Demographic customer segmentation involves categorizing your audience based on their geographical locations. People from a common location may share some basic traits. Compiling information on location, religious beliefs, marital status, age, ethnicity, and demographics can help marketers personalize their campaigns. For example, if you own an international ecommerce company, you must be aware of the customer demands in various demographics so that you can target the audience better. 

  1. Psychographic segmentation

Psychographic segmentation involves using psychographic information about your customers to categorize them based on their attitudes, behaviors, and opinions. This type of customer segmentation largely focuses on the customers’ personalities. By observing their interests and opinions, marketers can identify their way of life and accordingly design their campaigns.

  1. Behavioral segmentation

This customer segmentation strategy is largely based on the lifestyle and habits of your customers. Marketers study their purchasing habits by harvesting data from different social media platforms. For instance, people of different age groups love spending money on different purchases. Once you know the buying behavior or pattern of your customers, you can recommend customized products to them.

  1. Customer journey segmentation

Customer journey segmentation focuses largely on the different stages of the buying pattern of a customer. At every stage, your client engages with different elements on your website like content, product images, descriptions, etc. This type of customer segmentation helps marketers identify the pain points and behavioral patterns that they can use to streamline their journeys in the future.

What are the Advantages of Customer Segmentation for Marketers?

Firms carrying out customer segmentation enjoy 130% more likelihood to understand the intentions of their customers. Besides, they are 60% more likely to identify the challenges their clients are encountering. Overall, customer segmentation delivers a more effective marketing stance to your business.

Let’s take a look at the strategic benefits of customer segmentation for marketers.

  1. Deliver personalized messages

The level of personalization marketers incorporates in their messages while communicating with customers largely determines the depth of relationship. Customer segmentation goes a long way in boosting customer loyalty. Make sure that each customer realizes that he or she is something more than just a code or number in your email database. Nurturing a stronger bond with your customers can help you work on your brand equity.

  1. Focus on profitable clients

One of the prime advantages of customer segmentation for marketers is their ability to prioritize the most profitable clients. When you know the customers who are interested in your merchandise, you can approach them with a tactical marketing approach. This often leads to repeat purchases as you tend to retain profitable customers.

  1. Deliver better customer service 

Regardless of the industry you are in, customer segmentation helps in understanding your customers better. As a result, you can streamline your marketing approach. By evaluating the purchase journey of your clients, you can identify their hassles or pain points. Once you address these issues, your audience would go through a smoother purchase journey the next time.

  1. Yield higher returns from marketing

Through customer segmentation, brands can leverage the bottom line of every business. Through personalized marketing, you can spearhead your campaigns. This makes the strategies effective, as marketers can grow their conversions manifold. 

  1. Cross-sell and upsell products

Do you know that customer segmentation increases your chances of upselling and cross-selling your products? By examining personal preferences and demographic details of your audience, marketers remain better poised for recommending relevant products. The reason is, a data-oriented marketing decision makes the recommendations more effective. By upselling and cross-selling products, you can strengthen your revenue inflow.

  1. Better price optimization

The data obtained from customer segmentation helps marketers identify their ideal customers. Besides, it helps in optimizing product prices since marketers would be knowing the prices that customers are willing to pay for a product. A holistic understanding of the spending psychology enables brands to market and price products optimally. Besides, marketers can capitalize on this data for testing different pricing options and finding out the one that works ideally for them.

Wrapping Up

Now that you know why customer segmentation matters in marketing, you may also attempt to create a small scale segregation for your market research. The secret to success in a competitive business sphere is to understand the pulse of your customers. Successful bands have been using the right customer segmentation tools to further bolster their campaigns. With the right approach to market segmentation, you can expect your returns to soar. 

The post The Importance of Customer Segmentation in Marketing appeared first on SiteProNews.

How to Leverage the Latest Sales Technologies for Smarter Selling

posted on June 5, 2023

Sales have come a long way since the days of going door-to-door. Technology has made it possible to reach more people faster than ever before. It’s also changed how sales operate, encouraging teams to sell smarter, not harder.

To keep selling smarter, however, it’s important to keep up with the latest technology offers and understand how best to leverage it. Whatever you’re selling, from cars to computers, trips to trophies, your approach can probably benefit from taking full advantage of new technology. With that in mind, here are four technologies you can leverage to push your sales numbers even higher.

Four Technologies to Help You Sell Smarter

1. Using Artificial Intelligence (AI)

AI and automation can play a big role in making your sales strategy smarter. At their most basic level, these can help take over the administrative work of sales teams, freeing up more time for selling. Considering inside sales reps only spend 33% of their time actively selling on average, this function alone makes AI extremely valuable. Chatbots can also handle increasingly complex queries, which helps push that percentage even further.

But the power of AI extends beyond its ability to save time. It can also help sales teams perform better, thanks to the insights it gleans from customer data. Through AI, sales reps can personalize their strategies to fit the needs of each lead better and quickly adapt their approach based on where customers are in their buyer journey. Essentially, AI can act as a helpful sales consultant, ready to give you all the useful information you need at the push of a button.

2. Streamlining Sales with Customer Relationship Management (CRM)

You’re likely already using a CRM, but are you using it to its full potential? Your CRM is not just a place to manage your customer interactions (although this is important). It also has the potential to act as the nucleus for your entire sales strategy.

Take the time to make sure everything is organized properly and that your sales pipeline is uncluttered. You should have a visual understanding of the entire lifecycle of your prospects from start to finish. With this all organized, you can use your CRM to understand customer behavior better and create buyer personas that will help standardize your sales playbook around specific customer types.

Your CRM is also the perfect tool for collaborating with the rest of your organization, sharing data with each department to streamline operations and prevent data silos from forming. In addition to helping you collaborate with other people, it can also be integrated with other technologies to create a cohesive platform for handling every type of sales lead.

3. Boosting Sales with Email Marketing

Email might seem old-fashioned compared to AI, but it’s still a deeply valuable technology for sales, delivering an ROI of $42 for every dollar spent, higher than any other channel. On average, email leads to conversions at three times the rate of social media.

Email is a great way to reach out to potential leads and is perfect for maintaining customer relationships and generating new sales for long-time customers. Through email, you can lower abandoned cart rates, upsell products, boost sales through discounts and specials, and even solicit feedback and referrals. Plus, unlike other platforms, email is an open protocol, which means it’s not subject to the whims of a single owner, which, as we know, can end up causing some trouble.

4. Revolutionize Sales with Digital Twins

The digital twin is, in many ways, the next evolution in buyer personas. Rather than create profiles that can be used to make educated guesses on the right sales tactics for specific users, a digital twin lets you test out these tactics on a computer-generated buyer.

A digital twin is created from your interactions with actual customers, both physically and digitally. It uses this information to react to your sales pitches in real-time, allowing you to test out different messages and media to see what would work in practice. Moreover, these twins are constantly updated with new information, which means you’re given the most up-to-date picture of the customer. The market for digital twins in sales is still growing, so now is a great time to take advantage of this technology and be one step ahead of the competition.

Technology can go a long way in helping sales teams perform their jobs at their full potential. However, it’s worth noting that none of these tools can or should act as replacements for the human element. Your salespeople should still be front-and-center when interacting with your leads, with technology operating and supporting your teams’ skills. With this approach, you can make the most of your technological advantage without forgetting what makes your sales team so successful: the people.

The post How to Leverage the Latest Sales Technologies for Smarter Selling appeared first on SiteProNews.

Google’s New Focus on Helpful Content Shakes up Digital Marketing’s Go-to SEO Playbook

posted on June 5, 2023

Cracking the latest code to rank among the coveted top three spots of Google’s search results can be an elusive challenge. A business may enjoy a steady stream of leads from top-ranking content only to discover it has lost ground after an algorithm change. Google is continually adjusting its search engine ranking system and user interface, averaging 12 changes per day, keeping digital marketers on their toes. Google’s most recent algorithm change, the “helpful content” update, is designed to reward content written for people by people rather than for search engines using AI technology. Derek Chew, CEO of Fullmoon Digital (FMDM), maintains that the foundations of successful digital marketing remain the same regardless of what methods Google employs.

Chew contends, “Digital marketing strategies that focus on the fundamentals of driving website traffic, improving conversion rate optimization, and delivering an outstanding customer experience will see steady market gains regardless of what changes Google makes to their algorithm.”

Search Engine Optimization (SEO) is one strategy within the larger realm of digital marketing. SEO is the process of creating targeted content optimized for positioning an internet site among the top search results to increase traffic on its web page. A top-search ranking helps establish a business as an authority in its industry. Digital marketing strategists who successfully incorporate SEO keywords and phrases in their web content have been historically rewarded by Google’s SEO-driven search engine algorithm with a higher ranking among search results.

But when businesses lean too heavily on the technical aspects of SEO, they make themselves vulnerable to a drop in online visibility when the algorithm suddenly changes. For a long while, the emphasis in SEO was on target keywords and page optimization rather than connecting with customers by providing content that satisfies the purpose of their original query. To stay relevant, digital marketers must define their client’s intended audience and purchasing habits. It is essential to narrow down the most appropriate channels (e.g., social media, YouTube) to successfully connect their target consumer to their brand and then deliver on their promises.

Google asserts this most recent algorithm update will reward businesses that demonstrate their value by creating customer-directed content rather than simply catering its message to the current search technology. By adopting client-first solutions, businesses can clearly communicate how their unique products or services outshine their competition. Fullmoon Digital Marketing’s strategic and personalized approach supersedes algorithms.

Conversion rate optimization (CRO) is about employing strategies that steadily and systematically boost customer engagement with a website, such as clicking a banner ad, filling out a form, or subscribing to a newsletter, to increase the likelihood of repeat visits or business. CRO is a powerful strategy that supports and amplifies all marketing efforts.

According to Chew, “Marketing opportunities live in conversion rate optimization more than uncasing an algorithm. Agencies should constantly be working to improve the customer experience; this will never change, no matter what Google does.”

Chew notes, “At FMDM, we treat every client like family and take what we do very seriously — our client’s success is our success. We believe in deeper communication, consistent collaboration, and working hard to traverse this journey together.”

Fullmoon Digital Marketing wants to help businesses that are looking to shake up their industry. The Wolves’ Den Marketing Incubator Program is a 12-month experience offered by FMDM to nurture innovative entrepreneurs with free access to a range of digital services to help establish a robust online presence, reach their target audience, and grow their company.

Selected businesses will have the opportunity to work with a fully dedicated marketing team who will provide expert guidance and strategic growth insights. By creating a comprehensive marketing strategy tailored to the needs of each business, the Incubator Program will propel them forward in an increasingly competitive digital landscape. Applications are accepted year-round. Visit The Wolves’ Den Marketing Incubator – Fullmoon Digital Marketing Agency for complete details and eligibility requirements.

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How Personal is too Personal for Brands?

posted on June 5, 2023

Personalization. It’s a weighted word that carries the burden of making the world of mass marketing … personal. It’s no small feat. In a world of hundreds of trackable data points, digital signals, modeling, and performance reports, we must effectively draw real connections, evoke real emotions, and get personal. It’s critical to not only say, “I know you.” but also prove it in every interaction you have with your audience — modern consumers actually demand it. We all know the value of the data we give in every online action. 

With loyalty becoming more elusive, building a personal and more intimate relationship with customers is seen as a brand’s point of difference. Consumers expect brands to use their data and preferences wisely in order to provide value, surprise, and delight. Twilio Segment’s “The State of Personalization Report 2022” found that 62% of consumers would stop being loyal to a brand if their experiences weren’t personalized. On the other hand, 49% will become repeat buyers if personalization is offered.

Many brands already know how to personalize and have been doing it for years, but the topic has become increasingly more complex as more consumers worry about privacy. Although some companies are concerned about losing their brand voices if they personalize too much, the main issue with personalization revolves around losing trust with consumers. When done wrong, personalized brand experiences can make consumers uncomfortable, creeped out, or uneasy.

However, personalized brand experiences can improve customer satisfaction, loyalty, and advocacy when done right. A successful personalization strategy will deliver at the right time and place, use information consumers willingly share, bring context to the moment you’re trying to personalize, and surprise your consumers with the thrill of the unexpected. 

The Challenge with Personalization

Personalization, if based on personal data shared by the consumer with the assurance that it will be used as intended, will result in better service and no surprises. 

Problems can arise when brands show up in the wrong place at the wrong time. If someone is looking for a new pair of shoes online, they don’t want a healthcare brand reminding them of their hemorrhoids. Who’s to say that advertisement won’t appear in their living room during their Super Bowl party? You must be strategic about how you use consumer data. Otherwise, you may lose your customers’ trust.

Let’s be honest: Personalization can also get a little too intimate. Although humans want to be seen, we also have a corresponding need for privacy. If you start personalizing ads based on things consumers haven’t explicitly shared with you, they may question whether they can trust your brand. There is a huge difference between getting targeted ads for chocolate on your phone after scrolling through a flower website versus getting that same ad after talking about your plans for date night. One feels consensual because, for the most part, people understand that their clicks are tracked when they navigate through a webpage. But the latter can feel very intrusive, leaving customers wondering if you were somehow able to listen in on their private phone conversations. 

The way brands personalize today can also put them at risk for demographic stereotyping. Sometimes brands can over-personalize and rely too heavily on observed patterns and behavior, keeping consumers pigeonholed as specific “types” of people. What if there is more to that 50-year-old mom down the street than what’s listed in her Google Search history? What if your personalization tactics are actually limiting her in some way? Brands need to refrain from boxing people in or making assumptions about their decision-making. Human behavior is often unpredictable and irrational. 

How to Avoid Overstepping and Personalize with a People-First Mindset

The last thing you want to do is push your customers away in your effort to make them feel seen. To avoid coming across as creepy, making damaging ad placement mistakes, and over-personalizing, try incorporating the following modern-day marketing strategies.

1. Create a Personalization Index for Different Channels

In order to make the right decision on when and where to deliver a personalized ad, you must have a system in place. We recommend something called scenario planning. Develop your own playbook where you can quickly assess what someone’s behaviors and actions may be telling you. What is your consumer specifically asking for? What do you need to deliver? Then, based on that information, you must determine how to measure your potential creepiness as you decide when and where to deliver that ad.

Maybe you take privacy into account when deciding placement. For example, an email or text ad is way more intimate than a social media or webpage ad. You may want to take the email route if you are serving up an ad for a new medication. If you are delivering an ad for a new shoe in your collection, Hulu would be a harmless method of delivery. 

Oftentimes, creating these personalization indexes can be difficult. Bringing in an agency focused on people, strategy, and journey work could help you get started. An agency with this type of expertise can help you develop a system for deciding which scenarios your brand might want to engage in. The right agency can also help with data analysis, business objectives, mapping journey moments and touchpoints, continual testing, monitoring, and optimization. 

2. Look at Privacy Best Practices in Other Countries

Just because you have the information doesn’t mean you need to use it. Many consumers know brands are tracking them, but they also have an idea of what this looks like and what they are comfortable with. Consider looking into the European General Data Protection Regulation for ideas on personalizing while protecting your brand reputation. These privacy laws are only practiced in Europe, but many U.S. companies who sell in Europe abide by these laws in the U.S. because they are just that good. It is always better to practice judgment when delivering ads than to damage your reputation by coming across as creepy. Under the GDPR, companies must clearly explain what information they’re asking consumers to share and what they plan to do with it. This two-way transparency allows for greater trust and restores balance in the relationship. 

3. Aim to Surprise and Delight

Brands need to recognize that their customers are multidimensional and will certainly change over the course of time. As mentioned above, many brands can fall into the trap of neatly sorting their customers into boxes based on their past preferences. To successfully personalize in 2023, brands must know that personas are out. Rather than focusing on who your consumers are, focus on what they’re doing. Embrace customers as people and offer them things that don’t fit a model or stereotype. Use their reactions to new content to learn more about their preferences organically. 

Spotify is a great example of a brand that realizes human preferences are constantly changing. While it suggests songs based on past song choices, it also curates playlists completely different from what a consumer would normally listen to, providing a sandbox for consumers to explore and evolve. By taking this approach, Spotify continues to learn more about its consumers, and consumers continue to learn more about themselves. Don’t assume you already know your audience. Use the tools available to test the water, suggest new ideas, and show people that you care about who they actually are, not just the box they fall into.

To successfully implement personalization, you must put yourself in consumers’ shoes. Just like with any friendship, there are boundaries between brands and consumers. Crossing those lines can cause a divide. Personalization in 2023 is going to take more effort than it has in the past. But with a little help, you can avoid overstepping and maintain strong connections with your audience.

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BeReal App Explained: Everything You Should Know About the New Photo-sharing Trend

posted on June 5, 2023

The online world is ever-changing and expanding at a rapid pace. While the first website was launched in August 1991, today, more than 30 years later, there are over 1.13 billion websites on the world wide web, with a new website popping up every three seconds [Forbes Website Statistics 2023].

Staggering, right?

With trends changing in a matter of weeks or months, it’s crucial to stay ahead of the game.

That’s why I want to introduce you to BeReal, a new photo-sharing app that’s shaking up the social media scene and causing a sensation. In this article, we’ll delve into how BeReal works, analyze its user demographics, and explore the most impactful emotions that come with using the app.

So buckle up, and let’s explore the insights on BeReal together!

What is the BeReal App?

In a world where social media trends encourage people to curate a false online image, BeReal takes the opposite approach. 

The BeReal was aimed to bring authenticity back to friendships and relationships. This innovative photo-sharing app encourages people to capture random moments of their day without any posing or filters. This approach allows users to share genuine and unscripted experiences with their friends and family, fostering more meaningful connections. 

This unique idea has gained a lot of popularity, with a PhotoAiD study indicating that 88% of the app’s 20 million daily active users open it every day, and 77% take a BeReal photo daily. 

The BeReal app is available for free, making it accessible to everyone who wishes to share their genuine, unfiltered moments with their friends and loved ones.

How Does BeReal Work?

The BeReal app is designed to be simple and fun to use.

Once a day, users receive a notification prompting them to take a picture of what they are doing at the moment. Actually, the notification is a strong point of the app, with most users finding it helpful, motivating, and encouraging, according to the PhotoAid study. Back to the topic, users capture the moment by taking two pictures: with front-facing and rear-facing cameras.

Don’t stress if you make a mistake; you can take up countless shots to get it right. On average, 43% of users retake their photo three to four times before posting during the two-minute countdown.

If users are not able to take the picture within this time frame, it gets the ‘late’ status. Posting ‘lates’ still makes sense because only after publishing your own images do you gain unlocked access to your friends’ photos and can leave comments and reactions (including emojis made from your selfies). Also, it gives you access to view public photos from users worldwide.

Your post is live until the next BeReal notification – but you don’t lose it afterward. The app keeps all photos saved in a calendar, making it a private album of past random moments in life.

At What Time will BeReal be Today?

Many users try to solve the puzzle of the BeReal algorithm – but the app’s notification time is shrouded in mystery.

The app’s server is divided into four time zones: the US, Europe, West Asia, and East Asia, and notifications are released at different times within each zone. Despite many users’ attempts to find a pattern, the notification time remains unpredictable and random. Some have even claimed that the app’s creator launches notifications whenever he’s doing something fun during his day!

The only certainty is that notifications are sent during the user’s awake hours, from 9 am to 11 pm in their time zone. 

The app’s unpredictability is its main disadvantage, as it can make people prone to FOMO (fear of missing out). In fact, 68% of PhotoAiD’s survey takers experience FOMO on BeReal, and 35% say it’s more intense than on other social media.

What is BeReal Age Limit?

By the app’s terms of service, BeReal is only for people 13 and older. 

At first glance, it appears to be a relatively safe app for children, as it does not put pressure on them to become influencers or shape their image, and its limited content prevents endless scrolling. However, the app is still time-consuming, with people spending between 20 and 40 minutes daily on it. Moreover, as previously mentioned, the FOMO effect is powerful on BeReal.  

Privacy is also a concern, and children may not be fully aware of the impact their online activity can have on their reputation. Also, it’s recommended to use BeReal in private mode and avoid sharing personal information and location data to ensure safety and privacy.

Overall, parents should carefully consider the pros and cons of allowing their children to use BeReal.

Is BeReal Good for Advertising Brands?

If you’re thinking about advertising your brand on BeReal, there are a few things you need to know. 

First off, the app’s guidelines currently prevent any overtly branded content from being featured. However, BeReal may be an excellent platform for brands to tap into their customers’ experiences more subtly and effectively. With its emphasis on real-life moments, this new photo-sharing app could be the perfect platform to showcase how your brand fits into people’s lives in a natural and authentic way. 

Just be sure to keep it subtle and aligned with BeReal’s values. Otherwise, you risk turning off the very users you’re trying to reach.

Final Thoughts: Are Users Real on BeReal?

As BeReal continues to grow in popularity, the question is whether users are *really* keeping it authentic as the app intends.

The PhotoAiD study revealed that 82% of Americans admitted waiting for an exciting moment to take a photo for BeReal. Also, an average of 43% of users retook their photos multiple times. So, it’s clear that some users are more focused on crafting the perfect image rather than capturing their real-life experiences. 

Authenticity is not always the top priority. But is that a bad thing? 

I believe that it’s simply human nature to want to present our best selves to the world. BeReal provides an outlet for users to showcase the exciting moments of their lives and connect with others. It’s a reminder that social media doesn’t have to be about perfection – it can be a way to share the highs and lows of everyday life. 

So, while not every BeReal post may be entirely authentic, the platform still serves a valuable purpose. It helps users stay connected and share the moments that matter most,  whether they’re exciting or mundane.

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