Navigating the CX Maze: Lessons from MultiChoice’s Marketing Misstep

In digital marketing, balancing enticing offers with a positive customer experience is crucial. Let's consider MultiChoice's example during the 2023 Rugby World Cup Final. They offered a special deal for the final match at only R19.95, which seemed like a good marketing move. However, this deal came with a hidden catch: a 30-day cancellation policy that customers weren't aware of, in which they have to cancel their subscription at least 30 days before it expires, otherwise they will be charged for another month.

This small detail led to significant customer frustration, spotlighting the need for transparency and customer-centric thinking in marketing.

This case illustrates why it's important to think beyond just attracting customers with appealing offers. We must also consider their entire experience with our brand. When problems occur, it's essential to respond quickly and with understanding. Additionally, ensuring that our marketing promises align with what we can actually deliver is key to maintaining customer trust and satisfaction.

Troubleshooting Google Ads Conversion Tracking Issues: The Conversion Linker Tag

If you have tried to create conversion actions and/or set up Google Ads Conversion Tracking with Google Tag Manager and you find that it is not working properly or not measuring performance, make sure you have the Conversion Linker tag, and that it is firing on all pages.

Here are the steps to check that you have the Conversion Linker tag:

1. Open Google Tag Manager

2. Click Tags

3. Search for the Conversion Linker tag

4. If the tag is not present, create a new Conversion Linker tag

5. If the tag is present, check that the trigger is configured to fire on all pages

The Role of Zero Search Volume Keywords

Today, I want to highlight a tactic that can enhance our everyday strategies in SEM and SEO: the incorporation of zero search volume keywords. This might deviate a bit from the usual pursuit of high-traffic keywords. However, it’s not just about numbers; it’s also about crafting content that resonates and stands out.

Consider this: zero search volume keywords are not about chasing popular terms but about precision and strategic significance. They represent unique, niche queries that many overlook. By incorporating these into your content, you address the exact needs and questions of a highly specialized audience.

In SEM, this strategy is equally interesting. You connect with an audience with distinct interests, reducing competition and potentially decreasing ad costs. You may find valuable zero search volume keywords using Google Keyword Planner, you can explore related google searches for your main keywords to reveal these niche keywords with hidden buying intent. You may to have go beyond the surface here, delving into what your audience truly seeks.

Why integrate this into your daily digital marketing practice? Because quality content matters. It’s about creating content that ranks and resonates. As digital marketers, we need to constantly question our approach and methods to improve even more. This method offers a way to untap market segments, helping us reach our target audience more effectively.

This approach isn't a complete shift but an integration into our existing strategies, enhancing the quality and impact of our content.

I look forward to your thoughts on how you can incorporate this tactic into your everyday digital marketing efforts.