Marketing success needs to be defined, specified, agreed upon, and then made highly visible.
There are more marketing metrics than ever. Unfortunately, not all companies are focusing on the ones that matter most.
Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in the marketplace.
What are the most compelling ways to measure marketing success?
In the search for insight, how relevant is the "size" of the data?
Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.
Big Data gives you answers to what variables have potential, but testing gives you the truth.
What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?
The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored.
It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.
Not only does marketing personalization substantially increase your chances of success, but consumers are demanding it, as well.
Personalization isn't just about delivering an improved customer experience, it's about growing profitability.
What's the real marketing importance behind the buzzword? Let's break down the components of SoLoMo to see what they really mean for marketers.
To survive the impacts of SoLoMo commerce, retailers must innovate in the face of these evolving consumer-behavior trends.
SoLoMo is more than just a buzzword because the confluence is driven by consumers, not by vendors.
Since we live in the age of the acronym, I thought I would put together my own: EmFaVe—empathy, familiarity, versatility.
Insight communities give brands immediate access to large representative groups of stakeholders that will deliver honest feedback.
If you want to get close to your customers, an optimal mix of public social media and private online collaboration should be an essential part of your strategy.
Becoming customer-obsessed starts with doing a 180 in marketing. The way to create customer loyalty is to facilitate conversations in a vibrant community for your customers.
Considering how many ways online communities can positively impact marketing, it was hard to call out just one. So, here are six.
Alas, if there's no social CRM but we can generate some value from interfacing and connecting CRM to social channels, what shall we call it?
Why should direct marketers care about social CRM? Simply put, it might well be a worthwhile investment.
Before social tools and strategies breathed much needed new life into traditional CRM, its reputation was at a low point. In fact "C-R-M" was pretty much treated like a four-letter word.
One Tough Question: What marketing measure is overrated or outdated?
More holistic measures require new technologies, but they also require marketers to get back to basics.
Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.
Considering the many new data sources available, what marketing measure is overrated or outdated?
The marketing power in your customer base comes down to economics—or, in another word, value.
It's not a question of which is more powerful. Both have power. And both are parts of a greater whole.
When marketers seek to define and measure customer engagement, it's usually quite difficult.
Loyalty and engagement are interesting dimensions to look at. Before we get to that discussion, however, I'd like to introduce some definitions.
Every organization that touches consumer data is directly responsible for creating and maintaining authentic security and consumer trust.
Protecting online privacy is a shared responsibility, and businesses, consumers, and government all have a part to play.
Where does the responsibility lie for customers' privacy in terms of data used for marketing?
While customers have responsibility for deciding what information they provide to companies, the responsibility for protecting that data lies squarely with the company collecting and using the information.
As a marketer, where do you start? Like so many other strategic challenges in business, you start by getting to know your customer.
In media, we don't discuss attribution because it's new and understandably awkward—just like making love for the first time.
Now more than ever, marketers must undertake efforts to gain a comprehensive understanding of the various influences on customers' buying behavior.
Omnichannel changes everything, doesn't it? Historically, direct response strategies have occupied an interesting, but small niche. Not so any longer.
Our world of direct response has changed; it's no longer just about generating an immediate response from consumers.
Advertisers today—whether B2C or direct-to-consumer (D2C)—must build a robust connection directly with prospects by developing a comprehensive, integrated branding and media approach.
The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.
The mass of data customers leave behind is of little value unless you unlock that insight and deliver back what is personally compelling to your buyer.
Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at an extremely rapid rate (velocity).
Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.
The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
Leveraging the power of Big Data analytics—through the integration of all data elements—is a new approach and a must for the faster decision making required today.
Company of the week
Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.
It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
How marketers can navigate the new customer engagement era.