Multichannel marketing isn't a new concept. What is new, however, is advertisers' understanding of the value of multichannel marketing.
Transparency and authenticity in social media is a must to build customer trust. This means embracing criticism and managing it.
Retailers who use online shopping technology to keep up with the ever-changing needs of consumers will ultimately win in this new era of retail.
Email is an opportunity for a two way dialogue, but too many marketers miss the opportunity to be proactive and strategic with this highly effective channel.
ABC's livestream debacle did worse than turn me off one time—now, I'm not likely to tune in next year. And neither is the Internet Generation.
The digital marketing landscape is filled with choices and content marketing is shaping the future of how consumer decisions are made.
In the tech world, the term is "growth hacking." Elsewhere in the entrepreneurial universe, it's having a marketing strategy that's just plain scrappy.
When it comes to closing the deal, direct response TV advertising may have a distinct, yet not often considered advantage—Human Interaction.
We aren't yet at the point where advertisers can match Facebook profiles to Twitter handles to Pinterest boards, but we are nearing a tipping point.
For the same reason you can't build out a floor plan until the foundation is set, marketers can't truly unlock hard data unless it's contextualized.
Banks getting cozy with retailers—an enticing data and targeting partnership, but brands should think twice before jumping in with both feet.
The four Ps—product, place, price, and promotion—serve as a helpful method for breaking down a marketing strategy. But now there's a fifth P.
It's no longer all about structured data held in the most obvious transactional databases. Data is being collected all the time, but it's not always used to its full potential.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?
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.
Call tracking numbers provide incredibly valuable data about which mailers produce calls. There's basically no excuse not to use them.
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.
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?"
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.