As a marketer, where do you start? Like so many other strategic challenges in business, you start by getting to know your customer.
Relevance in high-priority customer interactions builds long-term loyalty.
Businesses hungry for growth often target competitors' loyalist customers. It's time for marketers to turn up the heat on their loyalty efforts.
Focusing proactive outbound marketing communications on the 'silent customer,' based on anticipating customers' needs, will increase brand loyalty.
Marketers are so focused on what product to market, they're overlooking how to optimize the marketing message that goes with the product.
3 ways to strengthen decisions—by delaying them.
Marketers look to gain an edge by using analytics.
Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.
I'm on the side of behavioral loyalty as a more concrete bet when deciding on where to focus.
The electronics giant uses search queries to select video topics that aim to engage, educate, entertain, and keep Sony top-of-mind.
It's never a good sign if a potential customer can't even find a brand's website—or its social channels. Such is the case with Bosch Power Tools.
Big Data: Is it good or is it bad? Should it be used by vendors or consumers? The answer is a resounding 'yes.'
How customer-driven communities build word-of-mouth marketing for your brand.
Real-time data is what marketers want; old-time analytics is what they've got.
The real value of social media is customer intelligence, not monetization.
Too many marketers try to automate processes before they have a central hub a clean data to support their marketing efforts.
Hungry for customer intelligence and incremental sales, the retail giant signals a new era of openness.
Erica DePalma, VP of digital marketing at Media Horizons, a marketing services company, discusses her new role and the potential impact of SOPA and PIPA legislation.
Forrester Research senior analyst Fatemeh Khatibloo discusses the company's Jan. 18 data privacy survey and why an increasing number of Americans are abandoning digital transactions.
With 2012 approaching, there is a single, inescapable trend that we are seeing, no matter the marketing channel: big data.
Anna Talerico, EVP and cofounder of Ion Interactive, a marketing services company, discusses how to effectively measure social interactions and Web traffic data.
John Dawes, VP of products and strategy at Tealeaf, a customer experience management (CEM) company, discusses the ways your website might actually be limiting transactions.
Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right time. Increasingly, however, marketers are going beyond the notion of "the right time" by attempting to target consumers in real time with personalized and segmented interactions.
Riley Gibson, CEO and cofounder of Napkin Labs, discusses how brands are using the "crowd-sourcing platform" to conduct loose-format focus groups.
Understanding how to collect and manage data has allowed Best Buy to optimize campaigns and bring customers deeper into the sales funnel, said Lynn Lanphier, director of digital analytics at the company, on June 16.
Tamara Gruzbarg, senior director of customer analytics and research at private sale site Gilt Groupe, classifies the company's data analytics environment as "disparate" prior to February 2010. She says the company's various data sources were located in "different places and formats" and that "no single tool could access all of them."
Draftfcb Chicago has promoted EVP and chief strategic planning officer Jamie Shuttleworth to chief strategy officer, the agency said May 13. He will report directly to Draftfcb Chicago president Michael Fassnacht and manage about 100 employees in the agency's planning and customer intelligence departments.
Technology service providers earned $1.65 billion in revenue from analytics applications last year, a 17.7% increase compared with 2009, according to a Gartner report. Analytics revenue will increase 10.5% in the next five years, according to the research firm.
Whether the economic climate is good or bad, as marketers we must remind ourselves the importance customer intelligence plays in our ability to weather storms, outperform the market and be top of mind.
Company of the week
Fairfield Marketing Group, Inc.
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.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.