With over 5 billion unique mobile users, Mobile App Marketing Tips For Small Businesses marketing to people with smart devices can enhance the brand’s awareness and improve conversions. Some of the statistics prove the aforementioned.
Mobile ad spending accounts for 72% of the digital advertisements purchased in the U.S.
More than 90% of businesses that use an advanced personalization strategy saw revenue growth in 2020.
Mobile devices are responsible for over 40% of the transaction that people complete online.
Just making a website and its content mobile-friendly isn’t enough. Your marketing content, mobile ads, everything must be mobile be optimized.
Mobile, as well as website optimization, can enhance the conversion rate to 5% or even more. There are ways to optimize your website along, creating a responsive site design. One of the common ways of optimizing the site is mobile-specific development platforms, such as building the site in HTML5 and using an adaptive design.
Mobile optimization includes the elements of the site, inclusive of the infrastructure. Website content is entirely different from mobile devices. Using shorter sentences, engaging headers, and relevant media such s high-quality images or videos.
Most people skim through the content thus, it must be easily readable. Use engaging caption when creating and adding videos. Almost 85% play videos on Facebook without sound because captions give the message even when the audio is muted.
Use Voice Search
As smart devices grow, the search through voice has also grown. The voice capabilities in smart devices are making things much easier for people. Over half of the households in the world will have to own a voice-enabled device by 2022 and shall increase the current ownership numbers by 42%. 34% of people of the total number of people who do not own a voice-enabled device are interested in owning one.
Voice search has a great potential to drive sales. Thus keeping the common actions and keywords in mind, you can include your business for voice search in order to generate sales.
A small business can advantage from a mobile app with location-based marketing techniques such as geo fencing for marketing mobile users. This will help reach users location-wise, especially within their location, and offer local recommendations such as food delivery or travel services.
When you look into stats, you will see over 80% of marketers consider location-based marketing leads. Marketers using this technique share that this can enhance customer base by 85%, response rates by 83%, and customer engagement by 83% altogether.
Social Media Ads
Email is the most widely used technique for marketing social media undoubtedly, overpowered this method. Hence most marketers are focusing on creating a profile and Social Media Marketing Services for their business on social media platforms.
Some tests like the A/B testing are to see how the posts are performing across different platforms. Social media is a medium that encourages people to buy things from their fav brands. 76% of U.S consumers have purchased from their favorable brand on social media.
On-Site And In-App Support
Easy access to customers is the best way to improve the customer experience that every company seeks. Whether it is a live chat feature to resolve the customer’s problems or support the customer with any product or service, the in-app support feature makes it easy for the customer connects with the technical person of the brand.
Stats says that over 40% of people who visit the website expect to see a live chat feature, and the percentage increases wit 50% for mobile users.
Some of the renowned marketer and specialists offer some mobile app marketing tips for the small business to scale seamlessly. These tips will guide you through the levels of success that you have been wanting to achieve.
Tips For Mobile App Marketing To Scale Your Business
Building Up The Credibility
The marketing goals for business may vary, but they must be centered around building more and more positive reviews. It is better to invite friends and family to review your brand.
Find The Right Tools
However, websites and apps, including the app store optimization, are important to maximize the downloads. Since the number of app downloads is in millions thus optimizing the product makes it easier for the users to find.
Find The Right Platform
Different social media platforms serve different purposes. For instance, for better facilitating app downloads, you can refer to Facebook instead of choosing an outdoor advertising platform. In order to market within other applications that consumers have on their phones, one can refer to Google Ad Mob.
Measure CPI And Advertise Wisely
There is always a defined cost set for advertisement. The app downloads are measured through CPI – Cost Per Install Index. However, CPI per vertical market varies, which is rising every year, it was $2.98 per user in 2015.
Include Your App In Email
This is one of the ways to help market the app without much effort. Email communication helps you cater to information about your app and brand to the customers personally that acts as a great influencer.
Know The Competitive Edge
Before marketing your product or brand, you need to understand your target audience. Also, to outreach your ideal customer, you must discover the app’s unique selling propositions. Such as, the feature or a thing that makes your app unique and why is it better than your competitors!
Develop A Social Media Strategy
Regardless of the size of the company, every business should adopt a social media strategy or hire a Mobile App Design Company that can help you increase brand reach and draw you towards the right audience. A social media strategy can be a powerful communication tool between the app developer and end-user, helping to increase rankings and visibility.
If you want your e-commerce business to gain a competitive edge, customer service should be placed at the forefront of your growth strategy. 84% of customers say that customer service is one of the main factors helping them decide whether to buy or not from a company. According to another research, most of today’s clients make their purchasing decisions based on customer service rather than on product price so to know more about the best customer service software for e-commerce in the Caribbean, please continue reading.
Ecommerce customer service is aimed to help online buyers with everything, from online purchasing to issue resolving. When building up your ecommerce customer service strategy, I recommend giving special attention to the following best practices.
It’s necessary to measure and analyze which channels your online customers prefer. They can expect easy access to your specialists over chatbots, emails, social media, etc.
Create a knowledge base for customers
Keeping all the necessary information in the form of FAQ or discussion forums in one place is a great benefit both for customers and employees. Thus, customers can find the necessary information independently and save your agents’ time for more challenging tasks. In fact, 90% of customers use self-service capabilities to get answers to their questions.
Provide personalized customer service
70% of customers are looking for a personalized approach. As all customer interactions with your store happen online, you can easily track customer activities. So, when a customer addresses your agent next time, the necessary customer data to provide personalized service may be already available.
Dynamics 365 Customer Service allows your agents to engage with ecommerce customers across different channels (email, social media, chatbots, etc.). You can create a virtual agent via a drag-and-drop editor or a self-service portal for customers to search for information by themselves or request assistance. Moreover, a knowledge base for customers can be integrated right into the virtual agent so that it can send a fitting link helping customers address their issues.
Limitations: Limited number of integrations with third-party services.
Salesforce Service Cloud offers features to automate customer service processes and connect with customers across various communication channels. With Service Cloud, you can create and manage knowledge bases for your agents and customers. A knowledge base for customers can be integrated into a self-service portal and an AI-based Einstein bot to resolve the most common questions without human-agent interaction.
Limitations: No possibility of on-premises implementation.
Salesforce Commerce Cloud offers a comprehensive app suite for B2B and B2C ecommerce businesses to manage sales, marketing, and customer support. For example, it helps store and access all the order-related information from creation to its fulfillment in CRM. Also, with Commerce Cloud, you can create a live chat to resolve clients’ order issues or route a client to the right agent.
Limited customization capabilities.
No possibility of on-premises implementation.
Pricing: Contact the vendor to know B2B and B2C Commerce Cloud pricing.
HubSpot CRM can be integrated with major ecommerce platforms like WooCommerce, Shopify, and Magento. Once you connect your ecommerce business to HubSpot, you can sync your customers’ data, monitor and analyze your online store performance using HubSpot’s pre-built dashboards. Additionally, HubSpot enables your specialist to create live chats and chatbots to give your clients immediate support and gather customer feedback using out-of-the-box feedback tools.
Limited customization capabilities.
For Shopify integration, no possibility to create segments based on customers’ purchases.
Throughout our blog and practice, we always talk about how no two ecommerce businesses are the same and stress the importance of focusing predominantly on your business specifics and goals. Types of Ecommerce in the Caribbean Still, we admit that knowing certain similar patterns can help to launch and to manage an ecommerce business with greater success – after all, most of the failures have already been survived by someone else and now you can learn from the accumulated experience.
There is a number of criteria to classify types of ecommerce. We’ve chosen the three most important: transaction participants, goods for sale and business models.
Within this classification, six types are outlined in ecommerce: Business-to-Business (#B2B) with its subtype Business-to-Government (B2G), Business-to-Consumer (B2C), Consumer-to-Business (C2B), Consumer-to-Consumer (C2C), Government-to-Business (G2B) and Government-to-Consumer (G2C). In general, identifying and then targeting the right audience is a matter of importance. Types of Ecommerce in the Caribbean thakes a general look at the buyer side can only be the starting point, though it provides certain value as well.
Selling to consumers
Companies, where buyers are individual consumers, feature a short sales cycle, price sensitivity and a high possibility of impulse purchases. Sellers win when they bet big on consumers’ emotions:
Personalize customer communication (launching targeted marketing campaigns).
Bond with customers (telling the seller’s story, engaging in social media, responding to customer feedback, extensively using soft selling marketing techniques like valuable content).
Encourage customer loyalty (asking for customer opinion in surveys, incorporating loyalty programs).
Provide smart assistance throughout a shopping journey (offering product recommendations based on a customer’s browsing activity, a comprehensive customer profile with previous and abandoned orders, preferences and wish list, and proper customer support).
Types of Ecommerce in the Caribbean the B2C type is the most widespread in ecommerce, thus the market in each product line is really competitive. Here, focusing on smaller, yet profit-generating, target audience is business-critical. This goes without saying that in our practice we frame B2C projects around the target audience.
B2C project example
The company offers a delivery service of organic product boxes across the country. What their customers are expecting is convenience – a time-saving ordering process and no delays in delivery. On the website, we design a smooth journey – customers may vary products in the boxes, subscribe for regular delivery and reorder instantly. Also, we integrate #eCommerce with the company’s back office to organize order processing, dispatch and delivery properly.
Within the C2C type, consumers sell assets or services to other consumers online. To place sales advertisements and connect to potential buyers, individuals use a third-party business (an ecommerce website or an online marketplace). Ebay and Amazon are two prominent C2C ecommerce providers.
Online transactions can streamline communication between governmental organizations and citizens. Possible activities may include information sharing, paying fees (for education, rent, consulting services, etc.), renewing licenses and more.
G2C project example
A telecommunications company provides government-subsidized mobile networking services. They don’t need complex, heavily-customized business logic on the website as their ecommerce operations are pretty straightforward. However, they use a feature-rich ecommerce platform that is license-free, yet expensive in terms of support. We start the cooperation with the analysis of the ecommerce functionality needed to support the business. As a result, we offer and then migrate the website to an alternative platform – commercially viable and with sufficient functionality. Now, the company stays within their support budget.
Selling to businesses
Having businesses as potential buyers comes with its pros and cons. On the bright side, sellers have a larger average order value and a high chance of wholesale purchases (the two are often interconnected). On the downside, a sales cycle is generally longer and several decision-makers may be involved. Thus, the focus should be on establishing the trust-based long-term relationship with customers. Given that the purchasing process is far less emotional but rather rational, sellers’ most favored techniques include:
At first sight, it seems that the name explicitly suggests that both participants in B2B ecommerce are businesses, for example a manufacturer or a wholesale supplier selling to a retailer. However, B2B ecommerce has one more face – multi-vendor marketplaces. Though end buyers are individual consumers, a marketplace owner sells digital space to business vendors, thus conducting B2B transactions.
Tips to manage a multi-vendor marketplace effectively
Having launched a number of marketplaces, we strongly recommend – automate as much as possible and give vendors self-service tools to accelerate time-to-market. If you want to reward vendors with the highest sales – set rules to track sales activity and trigger loyalty bonuses automatically. Consider attribute-based product information management – vendors will clearly see what product characteristics they need to provide.
We mention B2G (business-to-government) companies as part of the B2B type as the core idea of this classification is to distinguish between individual and corporate ecommerce participants. Thus, we see both private and governmental organizations as a business, as opposed to an individual participant.
In the C2B model, individuals – entrepreneurs or freelancers – offer goods or services to companies. For example:
A web designer building a company’s website.
A photographer picturing product catalogs.
A caterer working on corporate events, conferences or business meetings.
As for individuals, they can (and should) employ diverse marketing channels to sell their services effectively: for example, they showcase portfolio and collect customer feedback on an ecommerce website and expand their online presence via job listings and social media.
G2B is online commercial interaction between governmental and private corporations. As a rule, a G2B model gives companies a convenient way to deal with payments and legal procedures, like document renewal, cutting down significantly on bureaucratic foot-dragging and paper work. A classic G2B example is a government website where businesses go to pay taxes.
This classification is important as the product profile in ecommerce largely defines a seller’s business plan.
Choosing to sell physical goods, online retailers compete with traditional brick-and-mortar businesses and their major competitive strength of a real-life purchasing experience where a possibility to view and try on goods leads to more informed purchasing decisions. Consequently, ecommerce businesses need to show how online shopping can be a worthy alternative – accurate images and detailed product descriptions help with the purchasing choice, prompt expert assistance and how-to guides cover the role of sales assistants, customer-friendly delivery and return terms add to customer risk-taking. Moreover, there are so many advanced technologies and approaches to power your ecommerce for superior customer experience. We took time to outline the possibilities within our custom ecommerce development offering.
In a way, selling digital goods sounds tempting: there are low overheads due to the absence of inventory costs and delivery limits. However, sellers may face tough competition with free content or software and should stress the benefits of purchasing goods rather than getting them for free. For example, when launching an image-sharing resource, entrepreneurs can bet on the high quality of provided assets and the importance to reward contributors.
From our ecommerce consulting practice, we can recall success tips that are likely to work with all kinds of services sold online. Let’s say upsell opportunities are vast as customers may only have a rough idea of how to organize the service most effectively and expect a seller to build on it. And an online calculator will provide for price transparency. Also, ecommerce companies selling services definitely need to engage phone or email communication channels to settle the details and finalize the deal with a customer.
Still, the nature of services impacts a number of business aspects. Companies offering repeat services win with a subscription-based model – for example, a cleaning business can offer customers a possibility to set a regular cleaning schedule. Besides, such a retailer should mind the geographical limits of their business.
The way online retailers organize their supply chain is a constituent of their ecommerce business model. As summarized, there are 4 possible options.
Retailers may partner with a wholesale supplier who stores the inventory and delivers ordered items directly to a customer upon the purchase. Thus, sellers save on inventory costs and don’t keep goods in stock at all. This model seems to offer a fast buck as retailers need only to be present online and serve as an intermediary between customers and a drop shipper. In fact, there are downsides including the low margin, lack of control over the supply chain and high competition. Moreover, drop shipping makes brand image building impossible.
Retailers may purchase goods from a manufacturer, manage their own warehouse and organize the delivery to customers. Undoubtedly, this requires more initial investment into product sourcing and inventory management. Full control over all business processes and flexibility in choosing the product assortment come as a bonus.
Private labeling and manufacturing
Retailers may outsource manufacturing and sell goods under their brand name. On-demand manufacturing allows retailers to have their goods designed in line with their specifications or prototypes and avoid expenditures related to managing their own production.
Retailers may purchase generic products manufactured for multiple companies and offer them under their brand name. Sellers save on the design and development of their product but still have their products communicating a brand message.
Marketing an online business can be challenging given how many competing e-commerce websites are fighting for customers’ attention. Proficiency in e-commerce marketing fundamentals plus creative thinking is a success formula. But with the abundance of techniques, reaching the best combination for your store doesn’t always go on the first try. In this article, we will share our best practices in e-commerce marketing and examples of their implementation with How to market Ecommerce in the Caribbean in a Magento online store.
Ecommerce marketing strategies in the customer lifecycle
Although marketing strategies for brick-and-mortar and online stores differ, a customer lifecycle in ecommerce is similar to that in brick-and-mortar retail. Marketing analysts Jim Sterne and Matt Cutler identify 5 steps in the customer lifecycle: reach, acquisition, conversion, retention and loyalty. Now, we will start from the best ecommerce marketing strategies for each step and then will move from theory to practice to see successful marketing campaigns in effect.
Reach and acquisition
Reaching and acquiring visitors is a starting point for every online business. There are productive and cost-effective techniques to increase the visibility of an ecommerce website and draw visitors.
SEO marketing is the most effective online marketing strategy at this first stage of the customer lifecycle. It makes search engines better see the relevance of your content to search requests of your potential customers. As a result, your online store ranks high in Google and more people find it in Google search when they search How to market Ecommerce in the Caribbean!..
SEO techniques include creating unique content and graphics, building links, adding targeted keywords and descriptive URLs, making the website mobile-friendly, improving website architecture.
By default, Magento is an SEO-friendly ecommerce platform. You can further enhance the efficiency with off-the-shelf extensions. For example, Magento 2 SEO Extension supports on-page technical and on-page content optimization and integrates external factors including social integration and Google services support.
Even if you make the primary focus on increasing organic traffic, take a look at other efficient web marketing strategies in ecommerce aimed at attracting visitors.
Social media marketing. Don’t miss a chance to reach potential customers through social platforms like Facebook, Twitter, Instagram or Pinterest. Having huge audiences, they can serve as free advertising platforms.
Forum marketing. Find the best topic to promote your products, enter the conversation and sound helpful. Think of creative ways to advertise your products.
Influencer marketing. At the age when blogging is a job, you can promote your products by sending free samples to influencers with a large audience. Their review based on the personal experience will have weight.
You can evaluate the success of your customer acquisition campaign by the following KPIs: site traffic, revenue by traffic source, social shares, bounce rates.
So, you have visitors coming to your online store. Now, your aim is to help them find what they are looking for and beat your competitors with a better offer. Here are ecommerce marketing tips to encourage visitors for the first purchase.
Engage in online merchandising. While a merchandiser in a brick-and-mortar store uses shelves for a product layout, an online merchandiser works with precious online space. Attract customers with personal suggestions and best offers placed at the top positions.
Make special offers for new customers. Place a banner with coupons and discounts for first-time buyers on the home page.
Launchemail campaigns for subscribers. If a visitor has subscribed but didn’t make a purchase, return him or her by sending the announcement of new offers, seasonal sales or special discounts for new customers. You can track unopened emails and launch a repeat mailing with a new email subject in a while. This time, target only those who haven’t opened the initial email, thus increasing the number of opens while avoiding spamming with the same email.
Make your online store interactive. Add live chats and contact forms to ensure a quick response to a visitor’s request.
Magento offers some features to increase the conversion rate. For example, the Abandoned Cart Recovery option allows you to address potential customers who provided their contact information but didn’t complete the order. At the same time, Magento 2 boasts the cutting-edge elasticsearch technology that improves search functionality and enhances customer experience. The PayPal in-context checkout and saved credit cards feature offers customers to use PayPal without leaving the online store and shortens the check-out time.
Use the following KPIs at this stage of the customer life cycle: conversion rate, shopping cart abandon rate, page views per visit, newsletter subscribers, chat sessions initiated.
It’s safe to say that getting new customers is more complicated than retaining old ones. Choosing among multiple solutions, pay attention to ecommerce email marketing as a powerful tool to make customers keep up with your offers.
Your email marketing campaign can include:
Regular new product offerings.
Exclusive coupons for repeat customers.
Early access to new offerings.
Dedicated refer-a-friend prompts.
Win-back reminder emails.
Holiday and seasonal sales.
It is important to understand that people are bombarded with communication every day. Stand out and make each email worth taking your customers’ time and inbox space with a personalized message, eye-catching graphics and straightforward call-to-action. The integration of Magento and MailChimp allows identifying key customer segments and launching a targeted email marketing campaign.
The trick to getting the highest engagement is to have the right timing. But you can’t be relevant all of the time, so that is why automated email marketing campaigns do so well. The options are pretty much endless when you start to combine customer data, marketing automation and a little bit of creativity. Let’s say you can launch a weather-based campaign to catch your shoppers with suncare products when the local temperature runs high.
KPIs for the customer retention stage are email-opening rate, email-clickability rate and revenue from email visits.
We have put together four efficient ecommerce marketing solutions to make customers stay with you.
Promotional campaigns. You can encourage customers to come back to your online store by offering ongoing and time-limited discounts and informing customers about promotions by email.
Loyalty programs. The TheLoyalty Program extension allows for flexible reward systems. Instead of targeting the whole customer pool, merchants can generate various promo offers for different loyalty program steps.
Upselling. By demonstrating similar products, other versions or models on a detailed product page, you ensure that the customer leaves most satisfied with the purchase.
Cross-selling. This marketing tactic invites customers to purchase related or complementary items with you. For example, shoe care products can be cross-sold to footwear.
You don’t need to extend the functionality of Magento to add up-sell and cross-sell products: both options go out-of-the-box.
Sales rate, number of loyalty program participants, revenue from loyalty program participants, and gross margin from loyalty program participants are the KPIs to track while building customer loyalty when learning How to market Ecommerce in the Caribbean!.
Pricing as an essential part of e-commerce marketing
There are multiple approaches to price configuration. You can find the right formula for retail markup by trial and error. Or you can look through our summary of fundamental pricing principles and choose the one that suits your product offerings when looking at How to market Ecommerce in the Caribbean!..
The Cost plus pricing method implies that you add the desired margin to the first cost of the product.
If you choose to use the competitor-based pricing method, you need to research competitors’ prices for similar products and set the price somewhere in between.
The Value-based pricing method bases the price on product’s value, the benefits it can provide to consumers. As this approach is rather complicated, let us guide you through value-based pricing configuration step by step:
Determine the price of the next best alternative that customers can buy instead of yours.
Determine what sets your offering apart from this alternative and estimate the worth of these differences.
Determine what makes the competing product better than yours and estimate the worth of these differences.
Use the following formula: Price = step 1 + step 2 – step 3.
Once you have set the prices, keep tabs on the sales volume and competitors and adjust the prices accordingly. Rejecting price flexibility, you risk losing customers or working at a loss. Here are several reasons to increase or decreases prices.
Initially, you underpriced the products.
Production expenses have increased.
You want to test the market.
Initially, you overpriced the products.
Production expenses have decreased.
You are launching a promotional campaign.
Data-driven ecommerce marketing
Ecommerce marketing is a process, not an event, especially when figuring out How to market Ecommerce in the Caribbean!.. It includes setting goals, implementing strategies, and analyzing their effectiveness. That’s why conducting a marketing campaign without analytics is like walking in the dark or fishing without bait. Yes, you can arrive at the destination or catch something in the best-case scenario, but the result will be accidental.
Let’s see how data analytics helps you better understand your business and customers.
Magento customer segmentation can become a starting point for developing a personalized approach to your customers. Segmenting them by demographic, psychographic or behavioristic factors allows you to develop targeted promotional and sales campaigns.
Product performance analysis. Supplement your Magento store with Google Analytics Enhanced Ecommerce extension for valuable insights. The functionality of the extension includes:
Shopping behavior reporting.
Checkout behavior reporting.
Product performance reporting.
Sales performance reporting.
Order coupon reporting.
By conducting customer satisfaction analysis, you will not only get important feedback about everything from products to the buying process and support but will also win customers with the intention to meet their needs. Add product review requests and customer satisfaction surveys to see your business through the eyes of your customers.
Large online retailers running stores with 100K+ SKUs, sizeable staff and multiple suppliers can rely on business intelligence. BI consultants will get your data under professional control and provide expert insights into revenue by the customer group, coupon usage, average customer lifetime value, average spent, daily number of orders, etc.
A digital experience is an interaction between a user (customer, partner or employee) and an organization that is possible only because of digital technologies.
Digital Experiences in the Context of Digital Business
Digital experiences are that portion of technology that allows companies to go beyond digitizing paper processes in order to create services that are possible only because of the internet and other modern technologies.
They have two key components: they use digital technologies and they provide some kind of interaction between a single user and an organization, usually a company. Mobile apps, websites and smart devices all provide digital experiences to the customers, partners or employees that are using them to interact with companies.
Technology on its own doesn’t make something a digital experience. Reading a scan of a paper document, for example, isn’t a useful interaction to include within the scope of this definition because it doesn’t offer anything experientially different than reading a physical copy would.
Companies should think of digital experiences as processes that do what a physical process cannot. A scanned document can convey written information as well as a piece of paper, whereas a digitally enhanced pdf can include cross-references to other documents, right-click definitions, online collaborations, auto-translations and digital signatures.
As another example, event registration software that allows you to download a list of registrants and their information is digitizing the manual process of checking them in (i.e., instead of searching for names on a printed roster, you’re searching a spreadsheet on your computer in order to confirm registration).
Contrast that against a system in which you can enter a registrant’s name and view their registration status, process pending payments, confirm room information and check them in from a single dashboard. This takes separate physical processes and unites them with one digital solution to save time.
Digital Experience vs. Digital Customer Experience
Digital experience is a broad category that encompasses the many digital channels that businesses need to manage today. However, digital experience is not the same thing as digital customer experience. Digital experiences are single interactions, whereas digital customer experience is the sum of all digital interactions that a person has with an organization.
When companies discuss improving digital customer experience, they are concerned with improving user interface, mobile responsiveness and design, communication methods, delivering real time data, etc. across all interactions, rather than individual touchpoints.
The distinction between digital experience and digital customer experience is generally only a concern to companies themselves. Customers have shown that they don’t care about the idea of an “experience”. They are simply focused on getting what they want in the most convenient way available.
When businesses are speaking about digital customer experience, they’re usually also making an effort to put themselves into the shoes of the customer and trying to understand the impact and importance of digital channels from that viewpoint.
The performance and availability of the company’s applications are critical to maintaining uninterrupted business processes, and even small performance issues can entail rather costly consequences. For example, in customer-facing solutions, slow system response is very likely to influence SEO and conversion rate negatively and consequently result in hindered revenue and even damaged brand loyalty. According to the Akamai research, a 100-millisecond delay in website load time can hurt conversion rates by 7 percent.
Modern applications – large, often distributed and asynchronous – are especially vulnerable to failures and slowdowns and thus require a notably holistic approach to their health and availability maintenance. As there exists little guidance for helping companies in ensuring thorough care of the application performance in large IT environments, we present the following application performance management 101.
As an application management provider, we’ve often seen misinterpreting of the relatively new concept “application performance management.” Mostly, people mistake it for application monitoring and use the terms interchangeably, but application monitoring is only a way to reveal in details how the system behaves over time. Despite all of its substantive input, pure monitoring is not enough for the needs and requirements of complex modern applications and is only a supportive activity for performance management. Application performancemanagement is a much wider term that comprises, apart from monitoring, problem resolution, problem prevention, and continuous application improvement.
The good about proper application performance doesn’t end with improved conversion rates and investing in brand loyalty. The benefits of application performance management in practice for the organization include:
Increased business efficiency
Properly administered application performance management makes badly performing business applications a thing of the past. In particular, it helps to deal with delays in overloaded processes, downtimes, and disruptions that can significantly hinder employees’ performance and almost double the time required for this or that task.
Reduced application TCO
Minimized costs for further improvements. Application changes become less expensive due to the ability to identify and solve code integration problems before an application goes in production.
Lowered support costs. The data received in the course of application performance management improves the efficiency of the support staff. Support engineers can address performance and availability issues faster and solve more problems over time.
Well-planned cloud capacity. The reduced time of request processing will hardly make a big difference to your users, but it can add up to your spending significantly. Continuous application performance management will let you estimate your optimal needs in cloud capacity and come up with more effective computing resource utilization or the introduction of dynamic consumption for the clouds.
SLA monitoring and reporting
Application performance management data helps to bring transparency into collaboration with third-party vendors (be a SaaS provider or a provider of application development and management outsourcing services) and ensure that the quality of service is maintained at the level your business expects. Application performance metrics can be turned into such KPIs as average page load time, the number of services unavailability cases, and more.
Application performance management starts with anomaly detection and localization. For that, the responsible team applies a wide set of techniques.
Application component monitoring
Component monitoring implies tracking performance metrics and availability of all application tiers and components – servers, OS, services, integration components, third-party APIs, databases.
Business transaction monitoring
Business transaction monitoring involves tracking critical business transactions across the entire application infrastructure. By that, we mean ensuring the transactions are complete, their timing is acceptable, as well as identifying weak points in the request’s journey. Transaction health monitoring is particularly relevant for complex distributed transactions across internal or external systems when the message loss is crucial.
Real user monitoring
Real user monitoring (as Google Analytics) is a passive collection of data about the performance of the application services that clients can access directly. It allows getting insights about real traffic and errors on the server and in the frontend, identifying the most popular sets of functionality and differences in performance when the application is accessed from different devices, browsers or parts of the world.
For synthetic monitoring, developers create special scripts that systematically simulate user actions in the application. This allows for finding flaws in the application work before real users are affected.
Metrics can only tell that something is wrong. To indicate the real source of a problem, we turn to logs. The application performance management team can either manually scroll log data or use specific tools for log analysis (as Logstash, Graylog, Logmatic, Splunk). To keep the log processing effective and allow for advanced log analysis methods, it’s a good practice to require developers to keep the logs structured, properly described and follow standards, e.g., ISO 8601 for date and time info.
The tools used for application performance management can be roughly grouped into several segments, each having favorable and unfavorable aspects for a certain monitoring case. Two of the key differences are the origin of the tools and the way they are implemented.
Custom or off-the-shelf tools
You can either choose from the variety available on the market (AppDynamics, Stackify, Dynatrace, etc.) or use homegrown software. The latter is increasingly popular among the companies with complex and developed IT infrastructures who know exactly where their performance soft points are and want to tackle them in a more targeted way.
Agent-based or agentless tools
Agent-based tools imply that a part of the tool is installed directly on the server or service and collects insider data. It provides more detailed info about how software performs but may require the tangible number of server resources and slow down the component performance.
Agentless tools assess software state remotely. They are easier and faster to deploy but have a limited metric tracing coverage.
It’s not the tools that are critical in application performance management but the measures you take based on the data received from them. Mature performance management runs as follows:
Two stages from above deserve special mention. Alerting should address only the relevant stakeholders and concern only serious issues to be truly effective. Reporting about the detected problems, the way they were solved and the influence they had, shouldn’t be ignored. In the long term, proper reporting allows choosing a better application development path and coming up with the right decisions on the application evolution.
The main supporter of application performance management varies from company to company. This can be a responsibility of a performance engineer, a DevOps team, or a part of the responsibility for the technical support that is inherently accountable for application health and availability. A designated responsible person or a small group of stakeholders should own application performance management as a process within the company to ensure its efficiency, consistency and focused effort.
However, none of them can have full responsibility (and required skills) for the maintenance and management of the overall application performance as the sources of performance degradation can be spread across all software layers and components. They may reside in:
Spikes in traffic.
Slow web pages.
Overloaded transaction / incomplete transactions.
Tangled code structures.
Slow SQL queries / too many database queries.
Inefficient usage of an app’s memory.
Slow or unreliable third-party entities, failure of external HTTP web service calls.
And yet the list is not complete. Thus, for application performance management success, the first big step should be bringing together all stakeholders across the application life cycle. A full application performance management team require a part-time involvement of at least:
The major costs of application performance management reside in:
Review of the current IT infrastructure state. This will include such activities as a code health check, identification of primary candidates for application performance management and creation of a backlog, initial sizing of a future monitoring solution.
Monitoring tools development,purchase of product licenses (annual/monthly fees) and monitoring solution setup and maintenance.
A specifically assigned monitoring team. They’ll manage the monitoring solutions, interpret the monitoring metrics for the whole application management team as well as watch the database that stores them.
Where application performance management will have the greatest impact
If you want to experience the most significant improvements and get a larger ROI from application performance management investments:
Start with business-critical applications that directly influence the company’s revenue (critical business processes) or influence the availability of the company’s services for the clients. The examples of such applications include content management systems, customer and self-service portals, ecommerce solutions and order processing modules.
Cover high-loaded business transactions and external interfaces.
Lastly, let’s see what problems are associated with application performance management.
When opting for SaaS or PaaS, it’s very important to monitor response time, errors and availability of the cloud services (e.g., the cloud storage service). Though you can’t identify where exactly the problem is, the data collected can be used to formulate a request for a provider’s service desk and monitor SLA compliance.
Again, you don’t have access to the source code, so big changes to improve application performance are unavailable. However, application performance management is still worthwhile. At least, you’ll be able to quickly identify performance problems, detect flaws caused by recent customizations, scale up resources or optimize its database.
IoT, big data
The problem of application performance management for IoT and big data solutions is in the abundance of monitoring data. To mitigate the issue, make sure that only needed data is collected, gets combined into batches and longer intervals between transmissions are set.
By the end of 2020, Gartner predicts that 85% of all customer service interactions will start with self-service. In fact, many businesses are expecting to implement self-service portals within the next year.
But is self-service just a marketing hype? No. If digital self-service isn’t in the plan for improving customer experience, then business leaders will find themselves behind the curve.
Why Use a Self-Service Portal?
Self-service is the first step toward excellent digital customer experiences. Not only is self-service foundational for serving modern customer needs, but it is also key to decreasing cost-to-serve. Additionally, times of crisis expedite the need for digital and self-service capabilities in order to quickly meet the shifting needs of customers.
The benefits of successfully implementing a portal with self-service elements include:
Decrease in number of support calls. Customers can easily find the answers they are looking for online, thus lowering the number of calls coming in.
Decrease in response time. Since customers can quickly search and surface the information they need to, customer service reps can quickly handle more complicated interactions and questions instead of spending their time repeatedly answering the same questions.
Decrease in total support costs. Maintaining self-service channels is cheaper than managing live support channels.
Increase in total support volume handled. Self-service enables more customers to be served in a shorter time span.
Increase in traffic. Having self-service establishes brand credibility and trust, so customers will view the portal as a useful tool and visit more frequently.
Increase in customer satisfaction. By providing self-service, customers are able to select how they interact with the customers, thereby building an experience that they prefer.
Examples of Effective Self-Service Portals
Leaders around the world recognize the benefit of delivering self-service not only to lower the cost of customer service operations, but also to provide an engaging experience with customers that empowers and serves them in the way they prefer. Here are a few examples of how businesses have been leveraging their modern self-service portals.
Decreasing Support Calls: EATEL EATEL, a US-based communications company that provides internet and phone services, built a responsive self-service customer portal to better support the needs of its residential and business customers. The launch of the new portal brought reduced customer service calls, improved accessibility through responsive design, decreased billing issues, and increased customer satisfaction. More than 50% of calls coming into the residential call center were payment related. The user-guided self-service account management portal simplified interactions reduced these calls by 30%. Business customers love the control that they now have over contacts, permissions and more from their own login instead of calling in with each request.
Empowering Customers: VMware As an industry leader in cloud infrastructure and IT solutions, VMware needed a user-friendly customer portal. Using Liferay, the new MyVMware is an integrated, account-based portal that allows customers to manage product license keys and support. Millions of users can search for information quicker, access self-service downloads and evaluations and enter multiple sites through a single account. The launch of the new portal has led to a decrease in the number of support calls and increase in satisfaction scores, due to enhanced usability and efficiency.
Providing Better Customer Experiences: Spire Spire, the fifth largest publicly traded gas utility in the U.S., needed to integrate its two separate online account management websites to a single platform solution to improve their customer service experience. The self-service portal they launched successfully integrates with existing ERP systems, two payment processing systems, and two mobile workforce management systems. It also displays gas usage charts, enables online bill payment, and provides self-service tools for enrolling in payment arrangements, such as paperless billing. The My Account site is easy to use and responsive for all devices. After receiving this positive feedback from customers, Spire plans to introduce cutting-edge features such as real-time technician tracking and smart device integration in the near future. These leaders are leveraging self-service to bring value to not only their customers but also to optimize their business operations.
Smoothly functioning customer support is particularly important for big companies that already have a solid reputation and don’t want to undermine it. At the same time, the larger the company is and the more clients and locations it has, the more challenging it is to make customer support run like a Swiss watch. Below, I describe some typical challenges that big enterprises experience with customer support and share tips to handle them.
Challenge 1 – Disjointed case management
Most problems with case management stem from an inefficient collaboration between customer support of different departments or branches. There is neither a unified case management hub with automated case assignment and case escalation processes nor visibility into the whole case management pipeline.
Tip – Consolidated case management with reliable software
You can coordinate disjointed case management with reliable customer support software. The customer support application will help divide a case life cycle into stages, starting from a customer’s inquiry to closing a case. Support team members will be able to track all the cases seeing how and when they are solved.
Challenge 2 – A lot of recurring issues
Customer support teams in enterprises are daily loaded with hundreds of incoming tickets from customers. A great number of these tickets are similar and quite easy to resolve, but by addressing them over and over again, agents delay tackling more challenging issues.
Tip – A knowledge base for customers’ self-support
Identify the most common issues your clients experience with your products or services and prepare comprehensive and easy-to-digest materials for customers’ self-support. Creating a knowledge base for clients will reduce the number of repetitive questions your agents receive and save their time for resolving more advanced technical problems. Furthermore, it will boost the satisfaction level of the customers who prefer solving issues independently instead of contacting the support team.
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Challenge 3 – Lack of consistency across multiple communication channels
For the convenience of their customers, enterprises offer support through multiple communication channels – from phone to social media. But the more communication channels a company uses, the more management difficulties it faces.
Tip – Consolidated communication channels
Customer service software enables funneling all your communication channels into one place. As a result, you can provide omni-channel communication convenient both to your customers and support agents. It will facilitate ticket assignment and escalation and help agents track and answer customers’ questions faster.
Challenge 4 – Unhappy customers take French leave
Clients dissatisfied with the level of support you provide tend to switch to a competitor rather than wait for you to take action and make amends. And even if you think everything goes smoothly with your customer support, chances are you are missing some flaws that make your customers leave with no explanation.
Tip – Feedback from customers
Let your customers speak up by asking them for feedback after an issue is resolved. I recommend you to conduct surveys to collect customer feedback. You can choose between short surveys that pop up on your website and help you target specific issues, or longer, traditional ones that include more questions.
Go for advanced enterprise customer support for a solid reputation
Big businesses put their reputation first, and customer support largely determines a company’s image. The tips described above will help enterprises tackle customer support challenges and, as a result, grow a base of happy and loyal customers.
Cloud computing involves servers, databases, software and analytics, storage, and various intelligent solutions over the internet.
Cloud computing also provides quick innovation and flexible resources to scale up business productivity and economy. With the advent of technology, cloud computing has drawn a big shift from traditional business prerequisites and resources. Cloud computing management also eliminates the capital expenses of purchasing hardware or software setup and the team can easily manage the cloud infrastructure.
However, it takes lots of consideration and in-depth knowledge of the solutions to develop cloud management strategies. You have to be aware of market trends and the Cloud computing ecosystem. Follow this and learn about the same in detail.
Change your perception about the cloud management services
The only hurdle that limits small or medium-sized businesses from leveraging the advantages of cloud usually comes from the high-level business owners. Mostly it is seen that business leaders easily delegate the decisions based on cloud to their teams. However, it is important to understand that the decision to opt for a cloud is basically a business strategy but not an IT strategy. This is possibly the first step that you have to understand by auto start developing sound management strategies for your platform. You have to make some essential mental shifts that are:
Competitive benefit- If you are not using any sort of cloud integration services for your business then you are definitely behind your competition. also, it is an opportunity through which you can expand the productivity and profitability of your business.
Think differently- If you have the decision-making under your control then you have to equally think about the market share, productivity, profits, and efficiency of the platform. While The IT professional will only think in terms of all the technical specifications like bandwidth, software, gigaflops, users, etc. Basically it is your job to think about the requirements of a company, and IT professionals have to prioritize migrating to the cloud.
Cloud is absolutely a strategy- Cloud management is not just an option to store the data but its functionality is beyond that. Cloud services can provide faster, cheaper, and safer options for your business along with increasing the scalability in the best possible ways.
The perception towards cloud and big data solutions might seem trivial in the beginning but until you change your perception with the cloud technology, it is difficult to forward with management strategies to leverage its full potential.
How the organisations can leverage cloud services across their functionality
At present, cloud integration services have become the ultimate foundation of every enterprise that is actively transforming and differentiating the instances. Many recognized platforms are emphasizing a cloud-first approach in order to turn the attention of advancing cloud services across their business. It is often stated that if you have not indulged in a cloud-first strategy for your business then your business is more likely to fall behind your competitors. While building, maturing, implementing the cloud management strategies it is important to have these steps in mind. Let’s walk you through them-
DEVELOPING CLOUD FIRST AND MULTI CLOUD MANAGEMENT STRATEGY-Beyond the purview of IT companies, the cloud-first strategy for software development services or other tasks should be extended. The platforms also have to focus on essential technical steps that might be required while implementing this strategy. It is important to evangelize the benefits that can yield maximum profitability and a competitive edge. It is important to understand that the cloud-first approach does not always mean ‘cloud always’. Irrespective of the approach that is crucial to prioritize your investment so that you can advance the growth of your organization with the help of cloud services.
CONTINUOUS PRACTICE OF WORKLOAD PLACEMENT AND ANALYSIS- Various assessments have been undertaken to emphasize the feature comparison alternative because of the workload placement. As the cloud and big data solutions are emerging to be their best, it has possibly replaced the traditional on-premise data management practices. The continuous workload placement analysis conducts reassessing the workload at a regular cadence and then evaluates if their implementation and execution are meeting the requirements of the organization or not. It also involves analyzing the migration of alternative models and their value without accelerating the risk factors.
CLOUD ADOPTION STRATEGY-You have to know that most of the cloud projects are usually complex but no matter how long it takes for the enterprises to develop the required skillset and functions, they must improve productivity and lead the organization to maturity. The benchmarks in the same, carefully plan essential effort in order to improvise their cloud production technology by focusing on video streams of work across the levels of maturity.
ESTABLISHING MULTI CLOUD MANAGEMENT PRACTICES- It gets challenging to govern cloud computing services when a single provider is involved and it gets worse when the organization deliberately moves to a multi-cloud environment. Cloud services providers offer self-service and on-demand resources along with endless efficiencies to make it difficult for the organizations to have an insight with visibility and manage the resources. Hence, the organizations only have to monitor the consumption of cloud services by the provider and consumption across the cloud service providers. Without any visibility, it will become impossible to manage the cloud environment.
DEVELOPING A MULTI CLOUD MANAGEMENT STRATEGY-The enterprises can easily develop a multi-cloud management tool and strategy by adopting and selecting essential management solutions. For this, you can develop a coherent cloud management strategy that requires a systematic approach or well-defined tools to meet objectives. Your only target should be to minimize the tool requirement for fulfilling all the cloud management services requirements. You can also try a combined solutions-based approach upon the requirement of cross-platform consistency or platform-specific functioning. In any case, you should prioritize using the native toolset of your cloud-based environment and deploy it accordingly. It is equally evident in sap custom development.
EVALUATING MULTI CLOUD INTEGRATION REQUIREMENTS- By evaluating requirements, the platforms can present potential services for extending or integrating infrastructure-based solutions. The organizations can also get a potential return from their existing infrastructure (SaaS) services by shifting a few applications and integrating them rather than using other infrastructure that can cost them more. It is important to continuously evaluate the requirements and compare them with other solutions.
Things required to create a successful cloud management strategy
There are many practices considered by successful cloud computing services providers that guarantee a reliable marketplace for their solutions. This involves-
Anticipating market movements
Creating essential plans to move forward
Execute the plans accordingly
In the big picture, it is extremely important to have the right tools in place if you are focusing on developing cloud management strategies to their best. Let’s follow through the below mentioned actionable strategies through which you can improve the competitiveness and profitability of the platform even if it is a non-technical business unit.
CHOOSING THE CLOUD DEPLOYMENT MODEL- In order to build an essential cloud management strategy, it is important to determine the deployment model (whether or not it is within the organization). In order to leverage cloud computing services, you have to carefully choose the cloud deployment models and the easiest way to get it done is to entail the systems and your requirements.
Public models are highly elastic and they are on-demand
Private models have the infrastructure more than build to suit
Hybrid models keep all the critical cloud workloads local
Community-based models have a resource pooling across the individual assets
CHOOSING THE ACCURATE CLOUD SERVICE-Once you have decided the cloud deployment model that fits your organization requirements, now is the time to choose the reliable services. There are three options-
Information as a service (IaaS)- This service has direct control over all the application configurations
Platform as a service (PaaS)- This Cloud service has essential application development and testing strategies that can easily roll-out the cloud environment. Moreover, it also supports the agile programming iteration. It is equally evident across various software development services
Software as a service (SaaS)- The solutions can easily be updated by the vendor through automation
ALIGN AND PRIORITISE THE CLOUD INITIATIVES- As soon as you understand the cloud deployment and service model, you have to prioritize its initiatives.
IDENTIFYING TARGET DEPARTMENTS-Start identifying the essential departments of your platform, for example, sales, finance, marketing, HR, etc.
OUTLINING THE SERVICES- For every department’s requirements, you have to break the IT services model that can support each one of them along with their business requirements efficiently. For example, customer relationship management, email, enterprise resource planning, websites, etc.
HIGHLIGHTS- You have to understand the color-coding in order to indicate which services you have prioritized in advance. This can include cloud as well as sap software development. This will also help you identify critical business activities and separate them accordingly.
ANALYZE YOUR NEXT MOVE- Now you have to select the essential IT services that can suit your cloud management strategies most.
ASSESSING THE CLOUD SERVICES- You can evaluate the advantages of moving your solutions to the cloud. This can be done by various qualitative as well as quantitative criteria like improving operational efficiency, agility, cost savings, staff sourcing, and a lot more.
For every identification, you can get another for the below-mentioned questions:
Does the service offer adequate opportunities for your organization to become operationally agile?
Is there any cost-saving opportunity that you can obtain from the cloud integration services?
What impact cloud adoption will have on your staff sourcing?
What will be the improvement status on your business efficiencies?
Understanding cloud strategy and determining the success of its elements
Prior to beginning with Cloud migration or sap software development, it is important to determine if you are just following a herd or you have a valid justification for adopting cloud strategies. In today’s world, cloud services are the major driving force behind the technical innovations that users are demanding. it is crucial that the enterprises have a coherent strategy that can fulfill the business requirements, especially with speed and agility, along with balancing compliance framework with it. In the big picture, it eliminates the risk and exposure to all the vulnerabilities and ensures light governance with the solutions.
Cloud management strategy is a tough place to define which ultimately means keeping up with the balance. The organizations are actively balancing user requirements along with cost security, compliance, faster delivery times, standard processes, etc.
Be specific with your business objective from the beginning, especially with speed to market and business agility. As soon as we have determined your business objective, they are key aspects of building cloud management strategies. if you accomplish the below-mentioned strategies for your cloud deployment, then it will represent your platform as a whole. With the help of cloud-managed services and big data solutions, the enterprises can easily adopt a multi-cloud strategy and evaluate their platform requirements. A pragmatic sap custom development and cloud-based strategy always work at its best, especially in specific landscape and requirements. it is also important to have the right infrastructure and tools in place to keep your resources aligned. The essential attributes are mentioned below-
SOFTWARE AS A SERVICE (SaaS)
Most of the cloud solutions usually start with engaging the users more than any other solution. This is not because of the SaaS reference but it can also innovate faster and respond to the latest trends with absolute ease. Make sure you get adequate innovation cycles annually and your requirements to adopt the cloud are precise. The elimination of these cycles represents the complexity of solutions that cannot be managed efficiently.
PLATFORM AS A SERVICE (PaaS)
No application or software development services can perform better without a suitable strategy. In reference to cloud solutions, it is extremely crucial to have the essential tools in order to extend the configuration. It also facilitates multi-tenancy and overcomes the hurdles in adjacent segments in the cloud. It is essential to have an innovative solution that can enable your cloud ecosystem to adapt accordingly and create addons to develop new products.
As the requirement of adopting cloud-based solutions increases it is also posing a risk for the organizations. it is also evident that not every platform can have the luxury of running semantic data architecture across various instances. Hence it is important to note that the notion of delivering cloud-integrated solutions can reduce the burden of the enterprises. The sap software development can also fulfill the requirement of a consistent approach for problem resolution.
Cloud integration involves an array of tasks like reporting, error handling, consistent diagnosis, error tracking, etc.
INFRASTRUCTURE AS A SERVICE (IaaS)
The cloud offerings must be based on a rock-solid cloud infrastructure and it should be capable of handling and supporting multiple cloud-based environments. IaaS enables cloud solutions and transfers the recent applications in cloud computing along with having a space of innovation.
ADDRESSING POTENTIAL RISK OF CLOUD
Now is the time to move into a technical face in order to build a successful account management strategy. If your enterprise lacks a dedicated IT team then it is important to find third party integration for vendors that will help you navigate through the technical barriers.
You have to review the following areas:
Security and compliance- Data is indeed a critical resource and in cloud devices, it is entrusted with third party shares. Regulatory security compliance requires visibility in data storage and access.
Availability and reliability- You have to make sure that your cloud solutions are reliable and you can take into account their planning and ensuring process management.
Data integration- Data integration ensures that the infrastructure for applications maintains the connections with their interdependencies.
IMPLEMENTING CLOUD STRATEGY
The cloud strategies are mostly unique and their implementation can get really long if you are not aware of the details. The variation of the cloud is based on the organization size and number of services that are required to migrate to the cloud. You also have to explore the variables and implement a successful cloud-based strategy.
Transparent road map- You have to define the cloud migration milestones of your platform with proper timelines in order to fulfill each one of them
Competitive edge- It is essential to enhance the best practices along with accelerating the use of adoption and relieving pressure from your dedicated team.
IT support- Every sap software development and cloud-based service requires ongoing support and with the help of suitable technology, you can take advantage of your deployed solutions.
When it comes down to business development, it is essentially an ever-changing route.
Even though this has been quite evident, the different twists and turns of current times have easily baffled even the most intelligent and experienced entrepreneurs and marketers. From what every person can easily observe, one needs much more than mere creativity.
Basically, creativity yields ideas. However, they are merely stuck in quite a theoretical plan in case they aren’t executed properly. Hence, audience segmentation, artificial intelligence, multimedia-based audio and visual marketing and different other methods have captured almost all of the web development services.
Irrespective of how impactful all of these trends are, basically, they are inseparably connected to a much larger concept of big data. Most of the prominent and influential companies actually base their own business model on the big data and use it in order to achieve the best possible results while employing minimum workforce, mistakes and finances.
Here, we focus on the concept of big data and assist you in understanding the importance of it and we will be dissecting the term as well as analyse why it needs to be embedded deeper into your own business strategy.
When it comes to defining big data, its most basic and literal form refers to a large amount of information. In order for information to be considered to be big data, it has to come from at least two or more separate sources. Anything can easily be big data and can readily come in different forms. Browsing history, satellite imaging, credit records, etc. all these things can easily be tracked and even stored. Owing to the recent controversies as well as data leakages, it might even seem scary. However, there is nothing to be afraid of. Collected big data can lead to creating mini behaviour profiles of the customers all over the Internet irrespective of the website. Essentially, the purpose of these profiles can easily be a wide range of things.
Also, improving customer support, better efficiency on websites and better ad placement along with more are all possible due to the current existence of the big data and big data solutions. In order to understand it completely, you need to know how can you easily gather this big data.
Essentially, big data can easily be gathered in various ways. There are three ways to do so. They are:
Asking the users directly using a lead or opt-in form for permission.
Among the three ways used, this particular one is quite outdated. However, EU-imposed regulations have again imposed the businesses to include it in their own terms and conditions along with privacy policies.
Utilizing tracking software
At present, there are a multitude of apps as well as software which can track the smartphones and computers of the users. With it, companies can easily gather big data corresponding to users’ browsing habits as well as other details. Also, through tracking software, an e-commerce website can easily see that you have actually spent just 30 seconds browsing their own sneaker section. Cloud computing services should employ applications to track user behaviour.
Utilizing cookie is most probably the most popular and familiar method to anyone. Owing to different breaches in recent times, EU countries have actually made their entire content-related laws a lot stricter. Due to this, a business that wishes to allow EU citizens to browse the pages need to notify the user about the usage of these cookies. Also, a notification can appear in different forms, generally through the classic “I Agree” button or a complicated and unconventional one.
In case you choose to use big data as an essential part of your own business plan, then you can easily incorporate all of the three wats of data gathering. Now, it is time to discuss in deep about the different methods of easily growing your business with big data.
Improvement of Customer Profiles through Big Data
Among all of the methods of use, the improvement of existing customer information remains to be the most essential as well as the most straightforward one. Data analytics is the most crucial aspect of every business plan since it gives a basis to each and every action. Also, the more information you have, it is much less likely that you make a mistake and to focus your efforts on the wrong customer groups.
Essentially, a typical customer profile contains information such as name, location, emails sent and purchasing history. With the assistance of big data, you can easily find out much more. Addition of cookies to your website may even allow you to easily collect big data in a different form.
The device used by Customer
With this relevant information, you can easily adjust the page format for their smartphone or even tablet model. Also, adjusting for mobile is quite important, but not every OS and model are the same. A SaaS development company needs to make its application compatible for such adjustments.
Average time spent by a user on the page
If you are posting videos or blogs, then big data can easily allow you to view where things can easily go wrong. Why did a particular customer just watch a few seconds of the videos? Why did the customers only spend a few seconds on a given page? Such questions can be great assistance of improving the entire customer experience if they are answered utilizing big data.
Basically, big data allows you to find out the average browsing behaviour or habits of the customers. Also, a large section of experts suggests that browsing behaviours are the crucial piece of information that a marketer should know.
Whenever utilizing big data, you can easily pinpoint the actual time people spend online. Such a revelation can easily assist you to post the right things at the best time. Knowing this additional information about the customers can lead to much better and deeper analytics.
Generally, big data is just considered as categorizing as well as collecting textual data, but basically, it is much more than it appears. Companies are now using big data to strengthen their own call centre’s functioning. Instead of settling on simple level information, they are now orienting themselves in the direction of sentiment analysis.Cloud infrastructure solutions need to incorporate this as their feature.
In the case of sentiment analysis, it is directly connected to AI or artificial intelligence. By means of collecting voice recordings of the conversations of employees with customers, these companies are now analysing the details of the voices of their customers. AI programs can easily harness vital information about emotions, voice pitch, as well as voice tone. In case you have a call centre for your business, you can easily use this heads-up information.
Any business can be considered profitable in case it makes advances. Essentially a good advance as per people in the industry actually revolves around reducing the time as well as effort duly spent. But, a truly exceptional advance in case of business success is increasing the overall profit as well as the general success of the company. In this regard, big data can assist you in achieving that.
With the minimum amount of effort invested, you can easily watch the data getting collected. Whenever it is time to take any action, you will be duly ready.
Also, rolling out campaigns is performed much more smoothly with the assistance of big data. Knowing enough about your customers will assist you in focusing the marketing as well as the products. Also, the greatest changes can be seen in PPC campaigns.
Of course, the money is allocated efficiently through this without any major risk of wrong users clicking on the ads. Even when you manage to attract new customers, the big data can assist you in retaining them.
Attraction and Retention
Bu means of improving the marketing campaigns, and big data has reflected that it can easily attract new customers. A lot of business owners focus on this, while at the same time, they are basically losing customers by simply not listening to them. In this regard, big data can assist you in reading the online sentiment pertaining to your product as well as the brand. Most of the people have the habit of talking about the products and services they have essentially used. Knowing the public consensus will certainly aid you in better understanding of the customer.
The Internet can be a massive echo chamber, but big data can still help you explore and understand its mysteries. Having a better and clear insight into public opinion regarding your company is one of the ways to perform it. Essentially, the knowledge that you acquire will assist you in preventing problems before they appear or worsen. Also, you can easily highlight what works and even make different things easier for you, your team and business.Big data development services can assist you in this regard.
Disregarding the popular belief, an efficient system is quite important. Due to the overwhelming use of AI and different other programs in the world, this statement might not bode well for some.
Big data actually highlights the importance of the system’s efficiency by doing most of the work for the team. Owing to large analytical data being collected, one doesn’t have to utilize valuable resources to estimate. Each decision will certainly take lesser time to be executed.
Utilizing big data allows you to focus on the different tasks which can’t be easily automated. Also, the creativity of you, as well as your team alike, can be allocated to different things which matter—improved energy allocation results in business growth.