December 7th, 2017 by Sam Del Rowe

88 percent of organizations worldwide plan to drive employee behavioral changes related to GDPR compliance via training, rewards, penalties, and contracts, according to a study from Veritas Technologies, a multi-cloud data management company.

The study produced several additional findings related to how organizations plan to address GDPR compliance. 91 percent admitted that they do not currently have a culture of good data governance or GDPR compliance. Additionally, 47 percent reported that they will add mandatory GDPR policy adherences to employment agreements, while 25 percent would consider withholding benefits—including bonuses—from non-compliant employees. Furthermore, 34 percent reported that they will reward employees for complying with GDPR policies.

“Data is one of the most critical assets within an organization, yet many businesses are struggling to implement good data hygiene practices—and that often starts with employees,” Mike Palmer, executive vice president and chief product officer at Veritas, said in a statement. “However, our research shows that businesses are getting serious about driving cultural change within their organizations.”

November 30th, 2017 by Sam Del Rowe

People are more likely to share a life milestone on social media than in person, according to research from Sprout Social, a provider of social media management, analytics, and advocacy solutions. More specifically, 80 percent of people reported using social media to share a life milestone, compared to 75 percent doing so in person, 71 percent doing so via text, or 71 percent doing so by phone.

The research also found that people are open to mentioning brands when sharing milestones on social media, presenting a major opportunity for companies to increase their visibility and engage with consumers during important moments in their lives. More specifically, 47 percent of people said that they would include a brand in posts about holiday celebrations, with 43 percent doing the same for a travel or vacation milestone, and 35 percent for a personal accomplishment. Furthermore, 29 percent said that they would mention a brand in more personal moments such as engagements or weddings, with 30 percent reporting that they would do the same for family milestones such as having a baby, and 30 percent saying they would do so for posts about buying a home or relocating.

“Now more than ever, people are sharing major life milestones and special moments in their lives on social,” Andrew Caravella, VP of strategy and brand engagement at Sprout Social, said in a statement. “The burgeoning opportunity is for brands to connect with people by encouraging them to celebrate, commemorate and share those major moments with the people, products and services that helped along the way. When used authentically and effectively, brands can weave together people’s natural inclination to share with inspiration for user-generated content, cultivating brand loyalty and advocacy in the process.”

November 16th, 2017 by Sam Del Rowe

Despite consumers’ desire for new apps—with more than a third (37 percent) indicating that they believe they are missing out on great new apps—mobile marketers are falling short when it comes to app discoverability, according to a report from mobile partnership platform Button and app market data and insights company App Annie.

More specifically, 38 percent of consumers reported feeling that new apps are hard to discover, and the study indicates that while more than half of mobile ad dollars go towards Google and Facebook, those channels are not the ones that convert best. Mobile partnerships see an average purchase conversion rate of 25 percent compared to 4 percent for paid search and 1 percent for paid social. Furthermore, 64 percent of consumers said that they would be more willing to purchase via and/or install an app if prompted by a source that they trust.

“Consumer intent lies elsewhere in mobile, beyond Google and Facebook and in significantly higher-converting channels,” Michael Jaconi, founder and CEO of Button, said in a statement. “For instance, affiliate partnerships see purchase conversion of 25 percent on average, whereas paid social and search see conversion rates of 1 percent and 4 percent, respectively. Brands on mobile need to focus on targeting the moments of intent among users, connecting people to what they want in the moment they want it.”

November 9th, 2017 by Sam Del Rowe

47 percent of marketers believe that artificial intelligence (AI) is more fantasy than reality, according to a study by Resulticks, a marketing cloud platform provider. The study—which surveyed more than 300 marketers—also found that 42 percent of respondents have no plans to implement AI technologies while 6 percent have already given up on the concept. In addition, 43 percent believe that vendors “overpromise and under-deliver” on AI.

“All eyes are on AI these days. With so much industry attention and so little to show for it, marketers have already grown weary of the term,” Redickaa Subramanian, CEO and co-founder of Resulticks, said in a statement. “Software vendors have to up their game and give marketers the equipment they need to get into shape on AI.”

The study also yielded findings regarding marketers’ perceptions of personalization. 61 percent said that personalization is a priority for their company, and 60 percent reported that they have fully or partially implemented personalization. Furthermore, vendors ranked better with regard to delivering on their promises for personalization, with just 28 percent of marketers saying that they “overpromise and under-deliver” in that area.

November 6th, 2017 by Oren Smilansky

Logic suggests that, when applying for jobs, people gravitate towards the companies they know and admire. This means that there’s a good chance that someone who is applying to work at a firm is also one who is, or could become, one of its most valuable customers.

Yet many would argue that top companies have failed to recognize this, and have neglected to treat job applicants with the same respect and kindness they reserve for their top buyers. And in doing so, they’ve risked ruining a relationship for good.

One hurdle firms have to overcome is the software that has traditionally been available to their human resources departments, argues Gaurav Ragtah, CEO and cofounder of Profillic, an AI-driven solution designed to help companies screen and test technical job candidates.

“The majority of HR and recruiting solutions are focused on making hiring and recruiting better for companies, and ignore the candidate experience,” Ragtah says. For most candidates, then, the experience “involves a dehumanizing combination of vague, intermittent communications with recruiters, long and unreliable screening processes, haphazard interviews, a lack of transparency,” and overall poor treatment. “It’s a huge turn off.”

Organizations that make an effort to create candidate experiences that parallel their customer experiences are doing themselves a huge service. “Even those candidates they pass on may become friendly advocates” within their networks, while those “who come on board will feel highly valued by the company and engage better as employees,” Ragtah says.

Profillic, Ragtah explains, tackles a common issue in technical recruiting, where engineers are asked to complete long coding challenges that sometimes don’t test them for skills that are relevant to the role. “Not only does this lead to many false positives and false negatives, but many great candidates choose to opt out, and all this costs companies lots of time and money.” The software uses short, role-specific technical quizzes that exclude puzzles and “whiteboarding” (or timed coding exercises with tool restrictions). “We focus on ensuring that candidates have a much shorter, less stressful, mentally satisfying, and hopefully rewarding, experience than they otherwise would.”

Another software vendor, Beamery, is working to help companies seem more attractive to prospective hires during the interview process. Self-described as a provider of “recruiting CRM and marketing software,” the company recently improved its software with a product called “Pages.” The package includes the option of customizing web landing pages, streamlining candidate data collection, and sending candidates automated marketing messages during and after their consideration period. Recruiters can leverage analytics to reach each applicant using data-driven decisions.

Efforts to treat recruiting as a component of CRM make a lot of sense. It’s all too easy to forget that customers typically have to work to earn money before they can spend it on a company’s goods and services. And many of these customers are employed by companies–hopefully ones that they like and would do business with even if they didn’t work for them.

 



 
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