One Tough Question
Every marketing team and campaign has its All Stars and MVPs—just be sure to recognize each player's contributions throughout the game.
Cross-channel attribution is a major challenge for marketing organizations. We've all had our share of setbacks. Here's a 12-step program to help you recover.
"How can marketers make cross-channel attribution a reality?" has been a burning question for almost a decade.
Cross-channel attribution is a reality. Embrace it.
DRTV and video-enhanced websites act like an integrated closed circuit for selling a product, driving retail, generating leads, and acquiring customers.
Here are some recommendations that we've found to be useful in finding the optimum mix of television and online video.
Direct response success is no longer available only to those with the deepest pockets.
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.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.