2020 Predictions: Brands will address the challenges of multichannel activity & hypertargeting — Oisin Hurley // Swrve

Quotes

• “I think this is an area where SMBs have traditionally really distinguished themselves from the enterprise. They are able to provide that next level of service, they can have more one to one relationship.” -Palmer “I think the best SMBs, the ones who typically succeed always understand that customer experience is just something that you can’t really compromise on. That if you are going to compete against larger businesses who may have better margins and more scale but there’s something that you have that they don’t and in a lot of ways, it takes shape in that customer relationship.” -Palmer“Whether it is taking shape in social media or in-person, there are so many of these different touchpoints, some less quantifiable than others but they all have that kind of meaningful impact on it and largely what it is giving is you can turn word of mouth into a real channel for you.” -Palmer“I think what you can do is just look at enough number of different solutions to help track that across channels. There is a number of different social solutions that are fairly lightweight and can help folks understand what is being said and what it means from a holistic level.” -Palmer“For me, it is less about trying to measure and capture this because this brand awareness is something that has eluded us for a long time and I’m not sure we are in a spot where we can completely solve it but more about making sure you are covering all your bases and the right channels and not letting anything slip through the cracks.” -Palmer “I think the best advice on how you can focus on building relationships is by really meaning it and analytics aside, at the end of the day when you are SMB building relationships with few people is whatis going to grow your business the fastest.” -Palmer