Deliver data in an engaging, relevant, and actionable way and you'll be agile enough to respond to the needs of today's empowered consumer.
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).
Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many organizations — both client-side and agencies
Marketers in the publishing and catalog industries predict digital will serve a greater role in their campaigns over the next three years, but it will not completely replace print.
There are four crucial moves that every innovator must make to succeed in this new economic and technological landscape.
Building customer insights into every interaction, and listening to the response, is at the core of smart multichannel marketing.
In the coming year, b-to-b marketers must shift to account-based marketing — online and offline — moving away from delivering individual leads to delivering qualified accounts.
The advent of group discount sites, search engines, auction sites and product review sites have eroded brand loyalty and made it more difficult for marketers to maintain strong customer relationships.
When you think of direct marketing, do you think of a static print piece addressed to "occupant," a printed direct mail piece personalized with an individual's name, or are you thinking of a customized cross-media campaign where individual recipients are sent relevant marketing materials regardless of media channel? Over the last two decades, direct marketing has transformed dramatically, but the main purpose has not changed.
I was fortunate to be in the audience during the taping of the historic Jeopardy! match pitting IBM's Watson computing system against the game's all-time champions. As Watson proved its speed and accuracy in answering questions across many different categories, it was clear this type of groundbreaking technology will benefit a broad range of industries.
Companies are looking for ways to apply direct marketing measurement and targeting to Web audiences while creating an integrated customer experience..
A company's prospect and customer database is critical to every marketer. While the message and the medium are crucial to effective marketing, these tools are meaningless if the intended recipient is not reached.
Experience demonstrates that the right direct mail mailing list is crucial and may be even more important than what you put in the envelope.
In the most simplest terms, GIS merge cartography, statistical analysis and database technology. The latest iterations wed data analytics with satellite mapping to better locate and identify prospects/customers.
Knowing how to leverage the enormous amount of data generated by our modern-day marketing ecosystem is a difficult but necessary task.
It is a time of intense transition in the music business. New technologies are changing the definition of content and distribution. A young singer competes in a popular show and wins the audience vote. His victory is just the beginning as he is plugged into a marketing machine.
Many companies abide by the traditional holiday practice of sending a greeting card to their customers, but how many actually try to accomplish more with their card than simply sending a generic "one size fits all" message?
According to global intelligence firm IDC, "In 2010, 1.2 zettabytes of digital information will be created." A zettabyte is one trillion gigabytes! More than ever, we are surrounded by data.
After selecting a new marketing database vendor, marketers can become complacent. After all, if the marketer just spent considerable effort putting vendors under a microscope, the last thing they want is to be hands on afterward.
Good data provides the underpinning for good decision making. Yet many firms don't invest enough time or money in analytics.
It will always be important to secure new customers, but businesses also need to leverage relationships with existing customers to promote upsell and cross-sell opportunities.
Like most web users, your partners expect you to know their collective surfing habits well enough to gauge content. By tracking their surfing behavior with either simple analytics or a CMS or CRM system in conjunction with your site's analytics package, you'll gain their trust — and clicks — while also creating the feel of customized content.
Relational data has limitations in multichannel marketing, but technology is progressing to fill the gap.
Today's empowered and social-media-savvy consumers make attitudinal data more important than ever. Yet, it's these insights that are most often the missing ingredient in marketing programs.
So-called privacy experts wring their hands almost daily about the amount of personal information being harvested by corporations for marketing purposes. But if those companies prove to be as inept at interpreting that data as my least-favorite hotel clerk, consumers have little to worry about.
A company's CRM and marketing automation solutions are two of the most important technologies in an organization. However, far too often, the information passed to the CRM system is not sufficient, meaning crucial information is lost in translation and sales are lost in the process.
When it comes to information monitoring of your brand online, many marketers might pray for an extra hand. It's common to keep track of company mentions on search engines and social networks, but how many companies have resources in place to monitor every reference to their brand across the Web?
One of the big challenges facing business-to-business marketers is churn in the customer file. Churn is the result of the struggle to replace customers who leave with new customers.
Many marketers hate math. Really it's not their fault. Most had some dramatic experience in college where an evil math professor confused them so profoundly that they were scared for life.
If you're looking for one of the worst examples of customer relationship management, look toward Columbia, SC. In 2008, the University of South Carolina introduced a loyalty program, which allowed students to earn points to be used toward tickets for popular sports such as football and men's basketball games.
Local e-mail service providers and industry experts talk a great deal about the importance of relevance in keeping recipients engaged, or at least keeping e-mails out of trash bins and spam filters. Of course, this is easier said than done.
Company of the Week
We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.
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