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Considering the many new data sources available, what marketing measure is overrated or outdated?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One Tough Question: What marketing measure is overrated or outdated?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
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.