The Macquarium Blog

Ramifications of the Inverted Bell Curve

Posted by Ira Gross on Nov 3, 2016 10:20:05 AM

In my last blog post I introduced the concept of the inverted bell curve.  The ramifications of the inverted bell curve are many, but primarily focus on how it no longer pays to be “middle of the road.”  In addition to cultural affects like the hollowing out of the middle class, the inverted bell curve impacts sales and marketing as well as product development.  It is these areas I wish to discuss today. 

Marketers and Manufacturers

So what are the ramifications of this significant paradigm shift for marketers and manufacturers?  While there are not many, each is extremely significant in its own way.  First off, the mythical 80% audience simply no longer exists in most spaces.  Between the proliferation of television channels, radio stations, videos games, internet content and time shifting devices like TiVo, there is simply no one place where you can message such a high percentage of your intended target.  Which has led to the second ramification – marketers need to create multiple campaigns with multiple touch points in order to reach the same or similar audience.  And you can’t just put your television ads on your website.  You actually need to create different content with unique messages to reach these more siloed and stratified audiences.

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Topics: Marketing Technology, Digital Marketing, Strategy, Branding

How Marketing Copy Improves Customer Experience

Posted by Rebecka Wilson on Sep 21, 2016 7:56:59 PM

Brands build and nurture their relationships with customers by paying a lot of attention to the customer’s experience across all touchpoints. I was reminded in a recent email, just how important copy and messaging can be in surprising and delighting the customer.


The messaging in a brand’s automated emails can be dry and boring, or it can used to endear you to the brand. A strong brand voice and marketing messaging strategy creates copy that not only informs a customer, but also entertains or amuses them, demonstrating that the brand understands their customers and wants to deepen their connection with them.

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Topics: User Experience, Digital Marketing, Customer Experience, Copy, Email

The Age of the Inverted Bell Curve

Posted by Ira Gross on Aug 31, 2016 6:19:00 PM

I’d heard of the “bell curve” since junior high school.  At that time I knew it as a distribution for grades in a school course.  The middle of the bell curve ensured that roughly 80% of my classmates received a B or C grade.  In the left hand tail of the curve, students received a D or F grade and on the right hand tail an A.  Each tail represented about 10% of the class (please refer to Figure 1).

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Topics: Marketing Technology, Digital Marketing, Strategy, Branding

Moving Beyond Mobile Apps

Posted by carlos.pimenta on Jul 20, 2016 2:54:29 PM

I have a severe case of "App Fatigue." While I enjoy discovering new mobile apps, the new app inevitably joins dozens of others languishing in trailing screens or folders. My seldom-used apps take up space on my phone and keep my wireless company happy by consuming bandwidth quota during countless app upgrades.

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Topics: User Experience, Service Design, Design, User Centered Design, Mobile

Four Reasons to Think Search First

Posted by Julie Hadden on Jun 8, 2016 12:39:15 PM

Our last post introduced the concept of Search First: optimizing your customer experience by combining search data and UX strategy from the very start of your website design/re-design effort. The feedback was great – and there were a few “I’ve not heard of this before” conversations. 

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Topics: Research & Insights, Search

If you're not using search to inform how you build your site, you're losing money.

Posted by Julie Hadden on May 25, 2016 2:41:59 PM

To succeed in digital marketing today, businesses must be highly visible in online search results. The ability to rise to the top of the ever-growing pile of information customers sift through on a daily basis has a direct effect on the bottom line. To position themselves optimally, businesses have undertaken SEO strategies and launched PPC campaigns; some have even hired search managers. 

This is all good, responsible marketing effort. So what’s the problem?

This straightforward approach may not be taking into account Google’s end game, that’s what.

Simply stated, Google’s algorithms are designed to locate and deliver not just any answer, but the best answer – the most CREDIBLE answer - in response to user search queries.

You understand the importance of telling your company’s story, and you have built your web site with that in mind. However, despite pouring SEO dollars into content optimization efforts, you are still probably missing a considerable slice of your potential customer base. 

Here's why:

If your SEO efforts have only focused on delivering content that is search relevant, you may not have considered whether your site itself is built to effectively guide the user to the answer they're looking for.  And that is a big miss. 

Everyone searches in a way that is unique to them. Search behavior, or behavioral intent, describes how people search for what they need, where they want to go, or what they want to know. Behavioral Intent is not scripted; it is not formulaic. It is a source of unfiltered information about what customers really want. 

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Topics: Research & Insights, Search

Macquarium Partners With CXPA's Insight Exchange to Bring CXM Bootcamp to Atlanta

Posted by Macquarium on Apr 7, 2016 10:27:30 AM

We are excited to be a part of the 2016 Insight Exchange (Atlanta) program this year, as an add-on event in partnership with AT&T Customer Experience and Storyminers.

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Topics: Customer Experience

The Business Value of Customer Empathy

Posted by steve.perry on Feb 19, 2016 2:11:26 PM

 

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The Most Valuable Word for Marketers in 2016 : USEFUL (How new behavioral economics research & user-centered design will impact your strategy this year)

Posted by Julie Hadden on Jan 20, 2016 7:11:59 PM

 

As we begin the new year, here’s a shout-out to a word that has held its own, humble and steadfast through all trendy buzzword storms. Let it lead us through the next 12 months as a guiding principle:

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Topics: User Experience, Digital Products, Digital Marketing, Customer Experience, Research & Insights, User Centered Design, Behavioral Economics

How to Plan and Run Customer Journey Mapping Workshops

Posted by steve.perry on Dec 7, 2015 10:26:47 AM

 

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Topics: Service Design, Innovation, User Centered Design

Transforming Customer Experiences In a 
Digital World

At Macquarium we are passionate about creating great digital experiences.  In this blog, we will post articles about designing experiences that :

  • Increase Adoption
  • Drive Conversion 
  • Cultivate Advocacy

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