What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?
Big Data gives you answers to what variables have potential, but testing gives you the truth.
Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.
In the search for insight, how relevant is the "size" of the data?
Personalization isn't just about delivering an improved customer experience, it's about growing profitability.
Not only does marketing personalization substantially increase your chances of success, but consumers are demanding it, as well.
It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.
The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored.
Since we live in the age of the acronym, I thought I would put together my own: EmFaVe—empathy, familiarity, versatility.
SoLoMo is more than just a buzzword because the confluence is driven by consumers, not by vendors.
To survive the impacts of SoLoMo commerce, retailers must innovate in the face of these evolving consumer-behavior trends.
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.
Considering how many ways online communities can positively impact marketing, it was hard to call out just one. So, here are six.
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.
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.
Insight communities give brands immediate access to large representative groups of stakeholders that will deliver honest feedback.
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.
Why should direct marketers care about social CRM? Simply put, it might well be a worthwhile investment.
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?
Considering the many new data sources available, what marketing measure is overrated or outdated?
Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.
More holistic measures require new technologies, but they also require marketers to get back to basics.
One Tough Question: What marketing measure is overrated or outdated?
Loyalty and engagement are interesting dimensions to look at. Before we get to that discussion, however, I'd like to introduce some definitions.
When marketers seek to define and measure customer engagement, it's usually quite difficult.
It's not a question of which is more powerful. Both have power. And both are parts of a greater whole.
The marketing power in your customer base comes down to economics—or, in another word, value.
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.
Where does the responsibility lie for customers' privacy in terms of data used for marketing?
Protecting online privacy is a shared responsibility, and businesses, consumers, and government all have a part to play.
Every organization that touches consumer data is directly responsible for creating and maintaining authentic security and consumer trust.
Now more than ever, marketers must undertake efforts to gain a comprehensive understanding of the various influences on customers' buying behavior.
In media, we don't discuss attribution because it's new and understandably awkward—just like making love for the first time.
As a marketer, where do you start? Like so many other strategic challenges in business, you start by getting to know your customer.
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.
Our world of direct response has changed; it's no longer just about generating an immediate response from consumers.
Omnichannel changes everything, doesn't it? Historically, direct response strategies have occupied an interesting, but small niche. Not so any longer.
Ultimately, aligning marketing strategy to short- and long-term ROI targets requires a fundamental shift in mind-set.
Three words: Align to sales. It's the only way to achieve short- and long-term ROI goals.
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.
The delicate balance between short- and long-term ROI is a constant battle, often fought across marketing disciplines.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.
Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in multiple roles.
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).
Big Data is just data. In our experience, however, it does require a new way of thinking because of the possibilities it offers to marketers.
It is understandable for marketers to feel a little underwhelmed by the Big Data revolution.
Leveraging the power of Big Data analytics—through the integration of all data elements—is a new approach and a must for the faster decision making required today.
There's a difference between capturing a customer's wallet and capturing his heart.
I'm on the side of behavioral loyalty as a more concrete bet when deciding on where to focus.
Most businesses will take any kind of loyalty they can get, but the truth is that all loyalty is not created equal.
Company of the week
Marketry can connect you with the right audience, using effective channels and deliver measureable success. Whether your plan includes online media, offline direct marketing or an integrated combination - we can help.
A growing number of marketers are making digital marketing a top-shelf priority.
Think of telemarketing as a long-term activity, built on a solid database marketing approach, and you'll reap its greatest rewards.
Sales attribution is imperative for a company and its growth.