With so many pitfalls on the road to app success, brands need to take a step back and first ask themselves if they even need an app to begin with.
We all know that repeat customers are more profitable than new ones. But retaining customers and building loyalty in an omnichannel world is tough.
How can companies better protect and enhance the performance of their native mobile apps? Consider the following.
Each customer will take a different journey—just like snowflakes, no two are alike. The key is to create an optimal set of potential experiences for them, whichever path they take.
The holidays: It's the most wonderful time of the year. It's also the time of year when marketers and retailers are heavily focused on driving all-important revenues. They have to be.
To take advantage technology, companies need to find a way to bridge the gap between CIOs and the evolving role of CMOs within an enterprise.
With a set of standards and processes in place, you can spend more time on what you are here to do: ideate, iterate, and create.
Looking for an enjoyable way to spend an afternoon while supporting your community and the economy as a whole? Go shopping.
The days of Facebook being only an affinity or engagement platform for advertisers are, thankfully, coming to an end.
Let's take a look at some buzzworthy updates to top social media sites to see how they can impact the way you market your business.
Persona marketing can be a tricky science. Luckily, there are tools and methods out there that can help us determine which attributes to select. It's called data.
How to walk the walk, and gobble the gobble, when it comes to delivering your brand message.
Marketers must learn how to integrate Big Data and automation with their own creativity—and at the intersection of algorithms and creativity lies testing.
These days, workflow automation—whether driven by the rapid advancement of technology or simple business economics—is essential for virtually any business or company.
The key to CLV is discovering how customers spend their money and time when they're not in your store.
I buy too much moisturizer, bathroom cleaner, and hand sanitizer. I know this because when I check out at Target the cashier hands me coupons for diapers.
Some of these suggestions may seem counterintuitive, but give them some thought and you might be surprised by how your email marketing efforts start to shape up.
Before you decide on push versus SMS, take a moment to consider acceptance, aggravation, reach, and return.
Listen up CMOS: Intelligently enabling today's sales managers and representatives for sales mobility is a smart investment.
Twitter surely didn't create the Lead Generation Card offering to drive advertisers to a competing social platform. Here's what Twitter should do to make this product more impactful on its own platform.
There's pressure for lift, ROI, hits, likes, shares, and a thousand other KPIs. But I like to think we can work hard and take marketing seriously but have fun at the same time.
There are numerous steps associated with the conception, strategy, creation, execution, and confirmation of a sound media plan.
Adometry CMO Casey Carey discusses how cross-channel attribution is changing.
There are two ways to improve a venture's ROI: You can lower costs or you can raise revenue...or you can do both. That's when the your ROI really starts to look nice.
Want to reach customers in a rich, highly meaningful manner? Try the The 4E approach—entertain, educate, enrich, and engage.
Want to learn how to use digital place-based media to target precise retail demographics? Read on.
Google is planning to scrap iGoogle in November. Getting rid of iGoogle is a lazy cop out. If clean design is your new corporate initiative, then make iGoogle cleaner.
Direct marketers that ignore the digital market and consumers' winding paths to purchase are leaving sales on the table for their competition.
By placing the human element as a top priority for every IT project you approach, your boutique firm can win big in the face of larger competitors.
To paraphrase The Incredibles: Once everyone's innovative, no one is. Innovation isn't a thing; it's a way of thinking.
A cheat sheet for the guest blogger beginner. A lack of high-quality guest bloggers means you have a golden opportunity to form valuable personal relationships in the field.
Decision-making by committee gets you nowhere. You might not be drowning, but you're treading water—and that won't help you bottom line.
On their best day, brainstorms foster collaborative problem-solving, efficient idea-generation and unexpected revelations. On their worst, participants decide to phone it in—literally.
An agency's responsibility is to help its clients break through the competitive clutter—not just do the same old, same old.
Focusing on the heart of your selling engine—the online store—will go a long way toward making this a highly profitable year.
In the age of social media, you can open yourself to advertising liability with the click of a mouse. If that's not enough to put a chill in your third cup of coffee, I don't know what is.
Cape Cod in the summer—home of the ocean, seafood, sand, relaxation, and lessons on behavioral science.
A look at how Google's deep dive on cookies and Acxiom's escape hatch are actually good for data marketers.
If you thought this article was going to be about more effective usage of your CRM software, you could not be more wrong.
The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?
It may have taken longer than some areas of life, but education is finally having its digital moment.
In today's business climate it's critical for key messages to hit home with the right audiences to drive increased revenue for a brand.
Blogging and revenue-generation don't have to be at cross purposes.
Let's face it: Email isn't going anywhere, despite numerous prognostications in recent years that email is dead.
Call tracking numbers provide incredibly valuable data about which mailers produce calls. There's basically no excuse not to use them.
Now that the smoke has cleared, let's take a holistic look at what the new Gmail tabs mean for marketers.
Is an app the right mobile path for your brand?
As advertising grows and evolves so does the role and importance of measurement. The watchword today is attribution.
CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes.
Personalize your email so that it's relevant to each individual customer and maybe you'll have the beginning of a beautiful relationship.
Pay-per-click marketing is a great way to get exposure for you brand—but it can get complicated. Here are a few tips to get you on your way.
Regardless of what you call it—multichannel or omnichannel—a focus on the customer ensures that you're not going to be Alice in Wonderland.
Technology has become a part of us. Your device probably knows more about you than your close friend.
For retailers, knowing what is in someone's shopping cart is no longer enough to deliver the best experience for the customer and the greatest value for the business.
In a world where you're more likely to survive a plane crash than click on a banner ad, it's clear that the traditional approach of interrupting our target no longer works.
Mobile has many opportunities, but many marketers are getting it wrong by taking their existing strategies and simply asking for mobile inventory.
Tips on what a CPG brand can do to tip the value scale when consumers ask themselves, "What's the difference between this brand and the lower priced store brand?"
Consumers are multichannel, so it's critical that marketers are too.
#Hashtagging is here to stay, and marketers should take advantage of the data it creates.
To create big ideas outside of the "normal" thought process, creatives need to move out of their comfort zones.
Want to achieve high-performance results with your mobile app marketing campaigns and retain an army of loyal users? Read on.
Bloggers write, you listen—and then you click to possibly buy the item because you trust them.
In order to be successful, businesses need a tool for ensuring teams are empowered to collaborate, share, and engage. Enter the modern-day intranet.
How to avoid a misstep in the changing world of the LGBT lexicon.
While direct mail's resilience during the digital marketing era is worthy of attention, it remains a blind spot for many marketers looking to understand the impact of all marketing efforts.
As professional marketers we can't be impostors; we must find a way to become (and stay) invited guests.
In the new world of modern marketing, the most successful professionals are the ones who can make their data tell a story.
Is it possible to have too much choice? Maybe the flooded market is actually drowning us instead.
The many coming changes to the healthcare and Medicare landscape will create a massive opportunity for creatives who pay attention and act accordingly.
Once the content beast is awakened by your PR, lead gen, and social media activities, it's an insatiable beast.
The rise of a new class of application called tag management, the challenge of manually adding online vendor "tags" to websites has been turned into an opportunity.
How marketers may benefit from their emails being sent to a "promotions" folder.
The more customers jump from one platform to the next in the same engagement (or purchase), the more gaps there are for them to fall through—and never return.
5 easy ways for CPG companies to reach digital consumers.
Have a plan in place to provide an exceptional customer experience during a time of crisis. Doing so will instill confidence in your company and go a long way in enhancing long-term customer loyalty.
What you need to know and what you need to avoid if you want your products to go through the Google Shopping product approval process smoothly.
DRTV is anything but lazy in the lazy days of summer. Making the right media moves in July can boost your media dollar and your overall campaign effectiveness.
Let's examine one of the country's most well-known brands, AARP, and end our discussion of "the new direct" by exploring the integration of social media into today's direct marketing campaigns.
The definition of "direct marketing" is changing. BlueCross BlueShield is a brand that understands that.
The long-standing definition of direct marketing can just be tossed out the window. The journey from brand to direct and back.
How can leaders build sustainable cultures and business models? Have a purpose.
A little bit of hype, a dose of intrigue, and a healthy portion of engagement can help any brand in the quest to revive their image and get in front of new fans.
What the new focus on what gay players mean to marketers and pro sports.
How do you determine the best way to engage with each customer—especially when you have thousands or even millions of customers?
Big Data can't singlehandedly deliver all it promises to marketers. This is especially true on Facebook.
Having a beautifully designed website works wonders for impressing your visitors and feeling good about what was created—but does it drive sales?
How do you make your company stand out when its competitors are big names like Google, Microsoft and Apple? Prezi's head of marketing was faced with this very challenge.
While social media should certainly play a key role in the modern B2B sales process, social alone won't solve all the woes of today's sellers.
Customer satisfaction is a key component of a successful business, whether that enterprise is brick-and-mortar or online.
The Web is becoming more mobile. Marketers must realize and embrace blended desktop and mobile search and SEO campaigns to remain competitive.
The playbook for turning data science into business growth.
At every touchpoint, consumers are giving up information about themselves—information you can use to optimize their experiences.
By combining the best of digital marketing with the power of the physical store, expect traditional retailers to not only survive, but to thrive.
Creating the conditions for success in the new marketing reality.
From day-to-day media buying to big picture planning, attribution provides marketers with the analysis and recommendations they need to continuously improve marketing results and ROI.
Search creates an illusion that it is more effective than it is in reality.
Market a quality experience, not discounts, and then live up to your promise. The rest is inevitable.
Facebook COO Sheryl Sandberg's new book has garnered some harsh criticism. And do you know who the strongest critics are? Women.
How brands can avoid being the dumb bounder and use the velvet rope as an advantage.
It's time for digital marketers to understand the role of performance marketing and appreciate the value it can offer their brands.
Company of the week
As the leading source for direct marketing youth data, alloyASL connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics.
Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.