Digital Downloaded in New York

Digital & travel are the perfect combination

As much as I love living in Australia, we are behind when it comes to digital and innovation and there is nothing better than travel, to be inspired and get new ideas. So when I booked my trip to New York I started to think about how I could share some of the cool digital stuff that is happening in New York during my trip (between shopping stops of course).

So after brainstorming with my team, I decided to combine my love of travel and digital and create the Digital Downloaded project. Over the next 2 weeks I will be sharing how digital tools, products and accessories are making my trip more efficient and less stressful. Plus also showcasing some very cool products I discovered to make sure my long plane trip and my time in New York is also comfortable.

Digital Downloaded will be focused on our social channels listed below and you will see regularly posts here on the blog also.

We will also be using Periscope for short videos and have lined up a couple of very cool interviews with innovative digital companies that I know you will love. I am so excited about them.  Project hashtag is: #digitaldownloaded

Facebook: Digital Conversations
Instagram & Twitter: Digital_Tanya

If you want to do a good deed for the day, share with your fellow corporate travellers and professionals no matter where they are in the world. We know the content & tips that we will be sharing will be very useful and we hope you enjoy following us (hubby is my porter, navigator and cameraman) on our travels.


Why so many brands are getting digital customer experience wrong?

As a business entrepreneur I lost count of the number of emails I send & receive in one day. For me it’s one of the most efficient ways to collate and gather information on the run. I also engage on social, read newsletters while waiting on meetings and skim over info whilst I’m sitting in traffic (I know naughty girl right)

Given the change in the way we as consumers interact with brands it baffles me why so many get it wrong.  If I include you in a tweet, I want a response. If I email you, I want a response. If I leave a message on your facebook page, I want a response.

As a consumer I get to demand how I want you to interact with me. Not the other way around. Do you know how many sales businesses lose because they do not respond, or worse still give a form respond that doesn’t actually address a customers concern?  It happens every day!

Listen with your ears (that’s why we have 2 of them), respond quickly and don’t fob me off. That is the quickest way to guarantee I am not going to do business with you. I could name and shame a number of household names right now but I will refrain.

Why spend hundreds of thousands of dollars on advertising campaigns, if you are going to ignore enquiries you get. I just cannot understand it.

Just because someone is reaching out to you on a digital channel doesn’t mean it’s not an important part of the customer experience. In fact, its’ even more important so start investing some budgets on training your social media and customer service teams. If you want to give your customers a good digital experience you need to invest in it.


Strategic partnerships & outsourcing for triple win results

Knowing your strengths and focusing on these is going to help you grow you business. This video shares tips on creating strategic partnerships and outsourcing to do better business.

Using tradigital to become market leader

How can tradigital marketing help you lead your market and get a better ROI on your marketing dollars.

Are you smarter than your competitors or do you just have a bigger marketing budget?

Are you smarter than your competitors or do you just have a bigger marketing budget. Watch this Vlog and answer yourself honestly!

Alignment above all else!

GUEST POST by Isabel Taylor – Marketing graduate & woman on the move!

In a true sense, marketing is collaboration with stakeholders on a higher level to achieve mutual goals. Without marketing, how would people know about your product? If you were starting a business, would you want your company’s values and beliefs reiterated throughout its actions? Alignment is a tricky but critical factor in any successful marketing campaigns.

Alignment in short means creating structured messages for appropriate audiences to achieve desired results. For example, marketing a new Xbox model to an elderly age group is not appropriate compared to marketing it to a younger demographic, say through Saturday Disney television. As the most ideal consumer the children would therefore be exposed to the product and in turn ask their parents for this new product. We all know how hard it is to say the word ‘no’ to a child. This idea of alignment can be dispelled over many topics, however the point is- know your audience and know how to reach them!

Thinking about your businesses strategy is also a great opportunity to check if your goals, objectives, strategies and tactics are aligned. Business overall goals should line up with your objectives. If your goal is to broaden brand awareness then an objective sets numerical targets, such as building brand awareness on social media by 20% in the next quarter. This also breaks down your strategy about how would you gain exposure and engage with people about your brand on social media. Implementing tactics is where your overall strategy is broken down, perhaps including Facebook advertising, a Twitter Q&A or even creating an Instagram competition.

Alignment is a structured way of thinking to achieve long term goals, its planning and its preparation. Don’t waste time on sending messages to stakeholders who will have little interest in your product, structuring messages towards an appropriate audience is vital to success.

This is a Guest Blog by Isabel Taylor.alignment image

Tradigital Marketing: How to integrate traditional & digital for maximum results

There is a paradigm shift regarding the way people consume marketing messages. Traditional marketing might be the conversation starter but digital is the new destination as usually the first portal to get more detail (think Google). In other words, it is not “traditional” vs. “digital,” its “tra-digital” that will generate better results. The same applies for traditional instore environments.

Using digital platforms like digital signage in traditional spaces can not only assist in increasing sales at point purchase, assist with wait warping (the perceived wait time for customers) and so on but it also creates cost efficiencies in your business, allowing you and your team to be more effective on a daily basis

As a starting point, think how digital platforms can help you in your daily business processes. For example: think about a traditional retail store chain. Often they will print thousands of promotional posters to be shipped to each store and put up on a certain date. There is a huge amount of work in this one task. From initial concept and design, to printing, shipping then hoping that each store follows the marketing teams instructions and puts them in store when needed (and doesn’t forget to pull all the old posters down). That process can takes weeks.

Imagine a much different scenario in which the store replaces traditional print posters with digital point of sale in the form of digital screens in their store window. Yes the cost is higher initially but being able to completely manage and implement new campaigns with the push of a button saves a huge amount of resources on an ongoing basis. You are saving on printing, shipping and labour costs every time you use this digital channel. Not to mention the bigger impact great screen content can have in attracting customers who would’ve walked straight past your myriad of posters.

The communicated message should also tie in with your traditional marketing so if you have an offer being promoted on TV and radio the same offer needs to be promoted in store so there is a direct synergy, no mixed messages and customers understand the correlation. Makes perfect sense doesn’t it?

Now I hear you say “I cannot afford to implement digital point of sale into all my stores”. My response would be “you can’t afford not to”. The benefits outway the costs and you’re competitors will be implementing it so don’t get left behind. Also you can take a phased approach and implement into your key stores first then tweak it as you roll it out to other stores. There are often also finance options which means you can implement now and use the revenue from additional sales and cost efficiencies you have achieved to fund the rollout.

You will convert more customers, be able to better control your marketing messages and save money for your business. It’s a win, win, win!
Digital merchandising