Build your business using facebook marketing goals to grow your business traffic with ANJANI SEO | Digital Marketing Expert

   Brand Awareness:

Brand awareness refers to the extent to which customers are able to recall or recognize a brand. Brand awareness is a key consideration in consumer behavior, advertising management, brand management and strategy development.

What is creating brand awareness?

        Brand awareness is the degree of consumer awareness of a brand and its related products. Creating brand awareness is one of the key steps in promoting and marketing a product. Brand awareness is particularly important when launching new products and services.

   Generate Leads:

        Lead ads are a type of ad that allows you to run lead generation campaigns on Facebook and Instagram. Unlike other ad types, lead ads include a contact form that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them.

Lead ads are the best way to run lead generation campaigns on Facebook and Instagram. Lead ads let people show their interest in a product or service by filling out a form in the ad with their details and allowing a business to follow up with them.

   Customer service:

The digital customer reality is upon us. ... A digital experience strategy requires brands to think differently about their customer engagement approach and identify how digital fits into the overall customer journey. Simply adding digital tools on top of marketing, sales, or service interactions is not sufficient.

  

     Drive Traffic:

·         Perform On-Page SEO. ...

·         Get Listed. ...

·         Post to Social Media with Hashtags. ...

·         Use Landing Pages. ...

·         Target Long-Tail Keywords. ...

·         Start Email Marketing. ...

·         Advertise Online. ...

·         Guest Blog....

·         Engage Online.......

·         Learn from Your Analytics......

                                    

The differences between Branding, marketing, and advertising using to Grow Your Business and website traffic with ANJANI SEO | Digital Marketing Expert

                        

Branding, marketing, and advertising are all tools you use to help promote your business. They help you acquire and retain customers, as well as drive sales and profits. These elements are all closely connected in purpose, and tend to feed off one another, making it easy to get them confused. Understanding the differences can help you develop more focused business initiatives, and maximize the effectiveness of each tool.

·         Branding is what your company believes in, why it exists, and how consumers feel about your business and products. Branding promotes loyalty and long-term commitment. The visual components of your brand include your company name, logo, tagline, fonts, and color scheme. These elements identify your brand and create an association in people’s minds between their desires and beliefs and your company’s ideals. 

·         Marketing encompasses strategies to build awareness of your company’s products and services. It also involves promoting and protecting the brand. Every message about your company is part of your marketing. This includes all social media interactions, customer service, personal relationships, printed materials, websites, social media profile pages, and anything that contains your brand imagery. 

·         Advertising is a subset of marketing, focused mostly on acquiring customers and driving sales. It generally relates to paid campaigns that are carefully written and designed to reach a target audience through various media, including online, newspapers, magazines, posters, television, and radio. 

Google Ads v/s Facebook Ads Grow Your Business and website traffic with ANJANI SEO | Digital Marketing Expert

There are two digital ad giants in this world.

One is Google and the other one is Facebook.

Many people see this as two places where online advertising can be done.

And many people put them into the same bucket of “paid ads”.

But both these platforms have a very big difference.

And that’s what we are going to understand today.

Google is a search engine.

People search for things.

They are looking for a solution to their problem.

They are either looking for information, news, entertainment, product or a service.

Here when we place an ad, we are meeting our potential customers half way.

It is like someone walking into a store and asking for something specific.

Since they are looking for us, and we are looking for them, the conversions are usually good.

Sometimes as much as 10% of the leads coming from Google Ads can convert into customers.

Google doesn’t know who these people are as much as Facebook.

But since they search for specific keywords, they can be anyone and it doesn’t matter.

The search term and the ad will match – because the keywords are showing purchase intent.

Whether a 25 year old guy is searching or a 65 year old grandma is searching, it wouldn’t matter.

If we advertise what they are searching for, they will convert.

However, Facebook ads is very different.

People do not login into Facebook to buy something.

They are there to check out what their friends and family or upto.

So here we can advertise – but we cannot sell something directly.

If a person is walking into a store and asking for something, selling is not a problem. They want to hear a sales pitch and they want to buy.

However, if the same person is hanging out in a restaurant with their friends and if you go and sell them something, then they will not be happy.

That’s why many people who try to sell something on Facebook directly fail miserably.

They complain that Facebook doesn’t convert.

Of course it will not convert, if you sell directly.

Facebook is a great place to get people interested in your brand.

You can build a relationship with them, and then you can sell later.

I advertise my free digital marketing course on Facebook.

It is an offer that attracts attention.

People subscribe to my course, see the value from the free videos and eventually some of them become my paying customers.

However, I can get paying customers immediately using Google Ads.

If someone is looking for a digital marketing course and if I am listing my landing page on the ads, then there is a high chance for conversion.

However, the cost will also be higher. Because more people are competing to reach people with immediate buying intention.

Reaching people on Facebook is cheap… because not many advertisers are interested in reaching people who don’t have a buying intent.

That’s why the conversions are low from Facebook.

However, it is a great place to build a brand and get known to people.

It just takes longer to convert people into customers.

I am ok with that.

In the past 2 years, I have spent $54,918.34 on Facebook Ads.

I wouldn’t have spent that much if I had not made the money back.

But I always have.

I still spent around $5000 – $6000 on FB ads every month.

I have the confidence that in the long run, I will get a good return from this spend.

Because I generate leads, build a relationship with them using free content, and then I introduce them to my products.

Google ads has become too costly for most businesses because of heavy competition.

Everyone wants customers immediately.

They do not have the patience to build a brand and a relationship with customers.

That’s why they advertise on Google.

If you advertise on Facebook, you won’t get customers immediately.

Sometimes you have to wait for several weeks before you start seeing the conversions.

But it is ok.

If you have patience, you will get leads at low cost.

You will also build a brand that is well known.

So Google Ads vs. Facebook Ads…

I prefer Facebook Ads for branding.

I prefer Google ads for getting customers fast.

I hope this post helped you understand the difference between ads from the two big internet giants.

One is inbound (Google Ads)

One is outbound. (Facebook or any display ad).

Successful E-mail Marketing Campaign Grow Your Business and website traffic with ANJANI SEO | Digital Marketing Expert

Email marketing: -

Email marketing has become an essential tool for business ever since the introduction of the Internet to the world, however some campaigns that make it through to our inboxes are absolute rubbish that we don’t take any notice of. This article seeks to explain what email marketing really is, why companies should use it and how they should go about doing so.                                         

                          

Why Email marketing?

• Cost – Email marketing is CHEAP, there are no two ways about it. Whether you do it yourself, or through an email marketing agency, marketing to hundreds of consumers via email is going to cost you tiddlywinks compared to other channels of advertising.                                                                                   
• Success – Emails can be targeting specifically to the ideal consumer. With this concept in mind, along with email cost-effectiveness, it’s no wonder that email marketing’s ROI often blows other direct marketing strategies out of the water – The trick is that you have to get it right!                                                      
• Measurability and Flexibility – With the analytics available today it’s easy to track responses to your emails exactly, in order to work out what parts of your campaign are working and what parts aren’t. With this knowledge, you can then react instantly to modify your campaign strategy if need be.

How Email marketing?

•  Creative – This refers to the overall design of the email(layout/images/color). Specifically, it is a good idea to ask each customer whether they would like the emails in text or HTML as there is often a great preference for one over the other.                                                                                                           
• Relevance – Targeting, targeting, and more targeting. Make your emails relevant and personalized to each recipient if you want that response rate to rise.                                                                                                            
• Incentive – Recipients look at emails and think “WIIFM?”, i.e. “What’s in it for me??”. There’s no such thing as a free lunch, right? Well… Offer the recipient a “free lunch” for participating and they will be more likely to respond.                
• Timing – Don’t send out an email that recipients will receive overnight, let it pop up in their inbox during their working day. This also expands to selecting certain days, months and even years. Remember – You can test and measure what timing works best for which email.                                                         
• Integration – Companies cannot just rely on one method of marketing, nor can they rely on several methods of differentiated marketing. Instead, best marketing practices utilize integrated marketing communication (IMC) where all aspects of their promotion work together to create a whole. Email marketing must be including here, therefore your emails must carry the same image and message as your entire operations. Even the timing of the campaign must work in with other aspects of your marketing mix.                                   
• Copy – When considering the copy-writing for your email you must consider all aspects of the language, from subject line through to your mail signature. With emails, not all links should be saved for the last sentence, pop them in early to grab that impulsive customer!                                                                                 
• Attributes – Here Dave talks about the email header, with attributes including the subject line, from address, to address, date/time of receipt and format. Once again, testing your campaigns can rule out the attributes that customers consider spam and highlighting the attributes that will work best for your business.                                                                                                      
• Landing Page – Want those emails to turn into sales conversions? Don’t just hyperlink your customers to your home page; show them exactly where you want them to go and make it quick and easy to complete any forms!

So yes… Email marketing is a vital component in many industries, especially for creating those important customer-firm relationships. How to use it well and it will definitely bump up your company’s success.

Just try not to send out another email that goes straight through to my spam folder. And, if the email does manage to make it through to my inbox – Make it worthwhile to read!

 

https://anjaniexperts.blogspot.com/

 

Using Whatsapp and SMS Marketing Grow Your Business and website traffic with ANJANI SEO | Digital Marketing Expert

What is whatsapp marketing?

WhatsApp Marketing characteristics: A professional and effective platform to communicate with potential customers or create a loyalty program. Your bulk whatsapp messages along with images or videos and unlimited characters. A video or picture is worth than thousand words.

What is SMS marketing?

SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages. To receive text message specials, new product updates or more information, customers are usually required to opt in to an automated system by texting an initial shortcode.

Key Features of WhatsApp Marketing:

Text Messages:  

Enjoy the opportunity of explaining your service through a text of up to 4000 words per message.

Video:

Video messaging is the best choice for promoting your business. You only have to choose a clip and share it with thousand of potential customers.

Image:

An image is worth a thousand words. A text may be ignored, but not an image. A good picture attracts customers more than anything else.

Audio:

You can even send recorded audio messages to thousands of people in a few clicks. Let your business do the talking for you.

Business Card / Contact:

Share your business card in a digital format to make it easy for your customers to register your number on their mobile phones. Sharing your business's information has never been this easy.

Location: 

You can share any GPS location with your clients so they can easily reach you. You can even insert a clickable link of your site or Facebook page on the GPS's location tag.

Key Features of SMS Marketing:

Create a valuable offer :

without it, you’re going to lose valuable subscribers that have given you premium real estate to promote to them.

Start with an offer :

 To attract and keep every subscriber immediately. If they think your message is a waste of time, they’ll unsubscribe.

Include a direct call to action: 

That your subscribers can act on, whether it’s a discount code or direct link.

Create a sense of urgency:

Your message should be sent when you want a subscriber to immediately respond.

Make the offer exclusive:

Text messaging has an incredible open and conversion rate, don’t waste it on generic offers. Make your subscribers feel as though they’re special.

Mention your brand name:

So subscribers know who sent the message. Not everyone programs every number into their contacts.

The Biggest Digital Marketing Trends for 2018 grow your business and website traffic with ANJANI SEO | Digital Marketing Expert

The Biggest Digital Marketing Trends for 2018

2017 is skedaddling towards a close, and the new year is just around the corner. As the holiday season settles upon us, now’s a good time to take a look at your current marketing methods and making the necessary revisions to suit shifting trends. What’s ‘hot’ now might soon be vanquished and replaced by the next latest-and-greatest thing to sweep the marketing realm.

So, without any further ado, let’s outline the trends that are predicted to make the biggest impact on digital marketing for 2018.

1. Deliver personalized content and unique customer experiences

The majority of communications these days are conducted behind a screen, and it’s safe to say this has left plenty of consumers lusting after something a little more intimate. Herein, personalization is rapidly gaining traction in the world of digital marketing.

Content remains the beating heart of campaigns, with recent stats from Curata indicating that 75% of marketers have increased their investment in content marketing for 2017. While we know that content marketing is indeed, important, the very nature of it is taking a particular turn that’s worth paying attention to.

According to Monette, 94% of digital professionals believe personalized content is “critical to current and future success”. To further back this up, HubSpot has reported that personalized content performs 42% better than non-personalized content.

How to leverage personalized content:

•          Start small and easy. Target ‘low-hanging fruit’ in your client database: in other words, names and emails.
•       Using this simple data, kick off a series of lead-nurturing campaigns that offer prospects access to insightful content in exchange for more data. For instance, offer them a free downloadable e-book, which they can access by filling out an online form.
•      Start employing targeted calls-to-action (‘smart CTAs’) – these are personalized CTAs that are shown to visitors of your website based on their lifecycle stage.

2. Embrace the marriage between SEO and content

While on the topic of content, let’s look at how this stream of digital marketing is becoming more and more intertwined with SEO. A study by BrightEdge showed that 97% of digital marketers now believe that SEO and content are converging into one single function, which means it’s high-time to start treating them as so and find ways to help the two works together.

In fact, organic search drives 51% of content consumption, therefore a fluent strategy in place can help you garner better results.

How to leverage the SEO and content conversion:

•      Trawl through your SEO data to learn how prospects are consuming and engaging with your content. Pinpoint what’s generating interest and encouraging users to take action.
•        Look into how users are engaging with different types of content across different channels and devices.
•       Continually analyze and measure results. Remember that interests shift, and make sure you implement tangible goals for different stages of the customer journey (i.e. from awareness to conversion).   

3. Master the micro-moment

On average, people check their phones 150 times a day. It’s the first thing we look at when we wake up, and the last thing we see before going to sleep at night. While we’ve discussed the importance of micro-moments in the past, it seems this trend will only continue to reshape the way businesses approach their marketing next year.

The prevalence of smartphones has engineered an immediate reaction for consumers to reach for their pocket devices when conducting research and making transactions these days; hence, businesses need to be wary of how they are delivering information to their prospects. Simply put, businesses that can offer consumers immediate answers and solutions have a much better chance at forging strong, and long-lasting relationships.

How to leverage micro-moments:

•         Anticipate precise micro-moment needs and address them. If you can give consumers a simple touch point for deciding what to do, where to go and what to buy, they are more likely to engage with your brand.
•          Understand that the customer journey is not a one-way sprint to your cash register; it weaves and winds, and the best way to ensure your prospects make a purchase is to offer them a high-value service.
•        Shift your focus from your brand objective and put yourself in your customer’s shoes. This will help you develop an immersive and humanistic shopping experience.

4. Get onboard video marketing

Did you know that, as of this year, 63% of businesses are using video in their marketing methods? It’s a trend that plenty of companies are quickly latching onto, and rightfully so: the fusion of images and words makes for the perfect communication vehicle.

Not only are consumers far more likely to ‘like’ and ‘share’ videos when it comes to social media content, but this medium of marketing is also a highly effective way to depict your brand story. It literally gives your business a face, thereby making you much more relatable to your customers.

How to leverage video marketing:

•       Hook your audience within the first three seconds. This means you need a very clear opening that’s going to grab their attention.
•        Add large-and-legible text to your videos. The majority of digital consumers watch videos on their smartphones on mute, so it’s vital that you convey the content via easy-to-read subtitles and descriptions.
•          Find inspiration in your current content; turn blog posts into vlogs and give your audience insightful, educational videos that provide tangible value to them.

5. Sharpen your brand messaging on social media

Digital consumers are increasingly yearning after consistent brand messaging and intuitive interactions when it comes to social media. Channels like Facebook and Instagram are often the go-to for users who want to research a brand before deciding to engage with it, hence businesses need to understand what kind of tone they wish to adopt, and they need to maintain that throughout their social media presence.

Furthermore, users are much more attracted to content that taps into their emotions, which means it’s important for businesses to understand what compels and motivates their audiences. By creating content that channels their audience’s emotions, companies of all natures can increase their social media ‘spread ability’. After all, social media is the perfect platform to shape and share your brand story, and no story is successful unless it finds a way to spark an emotion in an audience.

How to leverage your social media presence:

•     Ask yourself how current customers might feel about interacting with your brand on social media. Are you providing them a fun, engaging and stimulating experience?
•      Determine which social media platforms are most suitable for your business and consider dropping or reducing the time you spend on those that aren’t delivering the lead generation or brand awareness you’re seeking.
•      Take the time to sit down and establish a solid brand voice that you will rely on to create a fully fleshed-out social presence.

                                   

What Is SEO’s Role in the Digital Marketing World know with Anjani SEO | Digital Marketing Expert

SEO, as you know it, has changed so much throughout the years.

Enterprises and corporate companies started hiring SEO specialists in the mid-1990s. This was the era of manual submissions and keywords stuffing techniques.

By 2004, even startups and small businesses began to realize they needed SEO experts to help them achieve their organic goals and increase traffic and sales.

SEO brings high-value results as user intent is high: WANT > SEARCH > GET INFO > BUY.

6 SEO Collaborations in Digital Marketing Teams

Nowadays, we find performance and digital teams include core SEO tactics in their digital strategy as a must. SEO approach today is more holistic and it collaborates with other disciplines on a day-to-day basis:

Social Media Marketing: Your social media program must be in line with your SEO strategy in order to achieve full SEO benefits. Social shares can bring natural backlinks to your site/content and also can indicate whether your content strategy is working.

Content Strategy: Content is king. Content is an important SEO asset. Most of SEO’s budget relies on content creation. Defining a strong content strategy along with SEO can easily lift conversions and brand authority.

Paid Search: Using SEO and content strategy tactics enable you to tackle expensive keywords and gain organic traffic. Paid search teams can collaborate with SEO teams by optimizing landing pages, keyword plans, and mutual content strategy. At Outbrain, we have three different weekly meetings between our paid search and SEO teams. We found that brainstorming together helps us break every challenge.

Conversion: Combining SEO and conversion tactics can lift up organic results. If you match the right content journey with the best user experience, you will bring satisfied users to your funnel. Be sure to read heat maps, understand your users, and test your UI occasionally.

PR and Brand Mention: Online reputation management (ORM) is another crucial step in SEO strategy. PR teams can truly benefit by collaborating with SEO, as band mentions can leverage online presence and search visibility.

Website Developers: SEO needs to work closely with developers, optimizing for speed, mobile first, technical audits, and knowledge sharing, as JS isn’t going away. Embrace new technologies and learn how to optimize for them.

In 21st Century why you choose Digital Marketing with brief introduction Anjani SEO | Digital Marketing Expert

Digital Marketing: What it is and Why it is significant?

Internet has unlocked the door of endless opportunities for businesses. Social networks have become an effective way to approach new clients. It can be a good platform where you can accelerate your business by acquiring new clients and interacting with your old customers. You can increase your business visibility which in turn can boost up your business. All this can be done with the help of Digital Marketing.

What is Digital Marketing?

Digital Marketing is a phrase used for focused, quantifiable and interactive marketing and advertising of the products and services, of a brand, via digital media to reach to your audience, make them your consumers and engage them.

Why Digital Marketing?

Traditional marketing includes advertising and promotion of products and services on print media like pamphlets, posters, commercial ads on radio and television, hoardings, bill boards and other expensive ways. At that time, social media or internet were not utilized for promotion.  Traditional marketing had the restricted scope and customer reach. But after the invention of digital marketing, there are multiple online channels through which you can promote your business digitally. If a business is going digital, only then it can survive in today’s world.

WHY TO OBTAIN DIGITAL MARKETING?

• ·INTERACTION WITH THE TARGETED AUDIENCE with Digital Marketing, businesses can interact with their customers and engage them with valuable points to understand what their targeted audience wishes for.
•  GENERATE MORE CONVERSATION online marketing of product and services can generate more leads and subscribers than the traditional form of marketing.
•  REDUCED COST OF ADVERTISING For people having small business, digital marketing is proven to be batter and cost-effective platform than the traditional marketing.
•  CUSTOMER SATISFACTIONS AND RETENTION Digital Marketing can be considered as real-time marketing. When business provide real-time help and solution to the customers problems, they gain customer satisfaction and retention.
•  REVENUE GENERATION with Digital Marketing techniques, higher conversions can be achieved that result in prominent revenues.
•  BUILD BRAND REPUTATION Digital Marketing techniques help businesses to increase their customer reach and visibility. Therefore, they can build a unique identity among customers.

Benefits of Digital Marketing

Digital marketing can have a number of benefits over that can help you to accelerate your business growth.  Here are the top benefits that Digital Marketing can offer.

Interact With Your Clients Online: In today’s era, most of the people depends on search engines to look for information regarding anything. They go online if they want to get knowledge/information about any product/service. In such scenario, business owners with online presence stand a chance to promote their product/services among their target customers and can offer them the products and services according to their requirement.

Producing More Conversion Rates: The aim of business is to satisfy the customers with the products and services. Digital Marketing helps the businesses to achieve their aim as customers can get them online. There is no need for the consumers to go to the store to purchase the products. Online marketing can help to produce more sales and thus increase in the conversion rates.

Cost Reduction: Digital Marketing can help the business owners to save their promotional costs for their products and services. Not just businesses can save their costs but also can engage the older customers and acquire new customers.

Real-Time Product Solving: Businesses can interact with their clients online, therefore, they can solve the issues of their clients on real-time. Digital Marketing provides an effective way through which customers can get the solutions to their problems related to the products and services, if any, without any wait.

Enhanced Revenues Generation: With digital marketing techniques, businesses can reduce their costs and can save more. They can gain more customers without spending much. This results in generation of prominent revenues.

  

Connect with Smart Phone Users: Smart phones are the great source to reach your customers as there are approximately 1.91 billion smart phone users across the world. Out of which, 50.3% of the users are adopting the online shopping. Digital Marketing can be a great way to get in touch with them.

Be Ahead Of Competition: Digital Marketing techniques allow businesses to compete with their competitors and create a distinct business identity through online channels like PPC, Social Media, Advertising and much more.

Increased ROI: Using digital media to increase your outreach is one of the most predictable way of increasing the revenues and ROI.

Obtain Real-Time Customer Data: With Digital marketing, businesses can get the real-time data that they can analyze and use to adapt the changing trends and customer requirements. This data can help the businesses to understand the customer needs and offer them the products and services that they value.

Digital Marketing is offering a big pool of benefits. Implementing digital marketing in your business can be a wise decision.

Know Latest trending six key marketing technique with Anjani SEO | Digital Marketing Expert

Latest trending six key marketing technique identified given below:-

Tech :- The marketing applications of Artificial Intelligence (AI)

Data mining and analysis that is normally done manually, may be done faster, quicker and better using AI. As such, AI is predicted to have a major impact on the marketing industry with key areas being insight generation, chatbots, personal assistants and optimisation of media buying. Whilst the technology is still emerging, one study found that 55% of global CMOs expect AI to have a greater impact on marketing and communications than social media.

Brand Experience :- The emerging roles of Virtual Reality (VR) and Augmented Reality (AR)

As the advertising marketplace becomes more cluttered and young consumers opt out of receiving marketing messages, brand experiences that cut through, such as VR and AR, are increasingly valuable. After years of promise, VR is becoming a viable mainstream marketing tool which focuses on experience and emotional engagement.

In the wake of Pokémon Go, there are a number of emerging opportunities in AR in particular around product trial and utility.

Content :- How video is transforming social

Social video is experiencing massive growth as a content marketing format and is turning social platforms into broadcast media. Brands are finding success with approaches that priorities quality over quantity, consider emotional and social motivations for content engagement, and focus on a three-second window of opportunity to grab consumers’ attention. A growing number of brands are also experimenting with live video for content that is exclusive, newsworthy or requires live audience involvement. But video measurement will be a major challenge in 2017.

Social :- The rise of ‘Dark Social’ and messaging apps

The rise of chat or mobile-focused messenger apps such as WhatsApp, Facebook Messenger or WeChat is fueling the rise of ‘dark social’ – conversations that are not trackable by marketers. This has two implications: brands may be missing out on insights into their brand or category, and chat apps are moving social marketing towards conversations.

E-Commerce :- The direct-to-consumer opportunity

Low-cost startups have disrupted established business models with customer-centric, online businesses. Innovative apps, subscription services and engaging branded social platforms have encouraged impulse purchases and trials with seamless transactions and personalized experiences. The challenge for established brands is responding to these new models as they look to increase direct-to-consumer opportunities. The coming year is likely to be an area of considerable experimentation.

ROI :- Effectiveness in the digital age

Major FMCG advertisers are beginning to focus more on mass reach using traditional media to drive sales growth versus close targeting via digital channels. In addition, fresh research this year has suggested that brands are overinvesting in short-term ‘activation’ media, undermining the impact of creativity and harming long-term effectiveness. Meanwhile, media platforms are racing to prove the effectiveness of their channel. With budgets under ongoing pressure, more studies of this sort can be expected in 2017.

Summing up, Jason Warnes, Digital Marketing Partner of Deloitte Digital, said: “As the pressure to improve marketing performance continues, the three key challenges I see for 2017 are: how clients will optimize their marketing experience; how can they use marketing technology to automate and personalize their customer experience; and how can they use disruption to define, develop and rapidly deploy new services and experiences to improve customer experience.”