December 01, 2012
In a sea of numbers, there are some that matter when it comes to email marketing and some that only look important.
December 01, 2012
Effective email marketing is about reaching the right customer with the right message at the right time.
December 01, 2012
Email marketing might seem like a routine activity by now, yet it remains an important aspect of reaching valuable customers.
November 01, 2012
You want to strike a chord with your customers and prospects. But as you can imagine, the more complex the personalization, the harder it is to put it together.
November 01, 2012
What happens when messages are sent within a printed business document? You may be surprised to know that they get read.
November 01, 2012
Understanding the role of print and production in achieving hyper-personalization is critical, so consider the following four tips to drive the effectiveness and efficiency of your next direct marketing campaign.
October 01, 2012
For loyalty marketers and retailers, one ongoing challenge is finding new ways to create, maintain, or increase customers' attachment to their brand.
October 01, 2012
In the B2B space, a 2x2 chart correlating purchase value (product/service cost) to purchase frequency is a simple tool to match efforts to the right opportunities.
October 01, 2012
Loyalty is about transforming from generic earn-and-burn "transactional" models to interactive, personalized, and differentiated "emotional" ones.
October 01, 2012
Three tactics for companies to reward (and attract) influencers this holiday season while building brand loyalty and generating sales
September 01, 2012
Customer lifetime value is a common metric that—if calculated correctly—offers insight into building a customer strategy.
September 01, 2012
Companies need to access data from across those multiple channels, along with CRM, to create a truly overarching view of a customer.
September 01, 2012
When it comes to planning their approach to data-focused demand generation, many B2B marketers are at a loss as to how to proceed.
August 01, 2012
Stop gambling with next year's marketing budget and play your cards right with Content, Cadence, and Closure.
August 01, 2012
In this new world of empowered and engaged consumers, a lead is only a lead if you have connected what is relevant to the customer.
August 01, 2012
Webinars are a good source of leads for many marketers, especially in B2B—but they also have their fair share of challenges.
August 01, 2012
Internet marketing is a two-step forward, one-step back process largely built on trial and error.
July 01, 2012
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured.
July 01, 2012
Getting search marketers to switch from last-click has been difficult because it's considered easier to manage, measure and explain.
July 01, 2012
As mobile usage continues to grow, it is becoming critical for marketers to understand mobile customers' experiences, intentions and desires.
July 01, 2012
Today's marketer needs a more complete solution that fully contemplates the customer's desire for relevancy and cross channel consistency.
June 01, 2012
Search is about more than just keywords. This month, our expert columnists discuss strategies for staying relevant and searchable.
May 01, 2012
Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.
April 01, 2012
Whether you call it circulation marketing, audience development or relationship marketing, the need is the same — to build leads and maximize ROI.
March 01, 2012
DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important than ever for direct response TV marketers to integrate social media into their strategies. Our expert columnists weigh in.
February 01, 2012
Email marketing is no longer a one-to-many communications strategy. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
January 01, 2012
Our expert columnists this month offer practical advice regarding the most effective ways to use social media to foster greater loyalty among customers, including strategies around providing meaningful content for maximum engagement; how to use data collected to improve targeting in a way that is integrated with other marketing efforts; and how to measure and track social marketing efforts.
December 01, 2011
Despite the still-shaky economy, marketers continue to increase their investments in search engine marketing, according to several reports. Two of our Plug-ins experts this month provide their best advice on how to look at navigating the retargeting landscape. Our third expert provides best practices for maximizing search in holiday marketing campaigns in the e-commerce arena.
November 01, 2011
The printing and production sector has undergone major transformation in a digitally dominated market, and many marketers can now use the dual impact of print media and technology to communicate marketing messages to customers. At the same time, there has been a recalibration of expectations for improved sales and greater return on investment.
October 01, 2011
Generating qualified, sales-ready leads is often a primary objective for b-to-b direct marketers. The good news is that direct marketing, if done right, is one of the most effective ways to generate, nurture and qualify leads.
September 01, 2011
Email marketing enables marketers to deliver custom messages directly to an in-box that many consumers check multiple times a day. Best of all, consumers have opted into most email databases, meaning they've already expressed interest in receiving communications from that brand.
August 01, 2011
With the advent of social CRM, companies can now track and monitor customer behavior to inform segmentation and customization of marketing messages.
July 01, 2011
Brands need to gain the most from their sales and marketing investments, and now more than ever, proving return on investment is the minimum price of entry to unlocking budget. The most surefire way to gain valuable insight into what's working and why is through marketing analytics, the practice of measuring and managing marketing performance to drive maximum ROI.
June 01, 2011
Most b-to-b marketers continue to be challenged with finding the very best direct and digital marketing strategy — one that is effective and appeals to the right constituents within organizations — while not breaking the bank on the marketing budget.
June 01, 2011
If only you had a crystal ball that showed you where your target audience was traveling online, and what it already knew about your company, products and brand.
May 01, 2011
The power of the mobile device for marketers has been validated as an incredibly effective vehicle to deliver personal, highly relevant messages, especially when those messages are delivered based on context, such as a person's location. However, that information alone does not tell us what a potential customer might want or which message is most likely to resonate with them.
May 01, 2011
Speed is integral to improving the mobile user experience. People count on fast, reliable information delivered to their mobile devices, but Web browsing and SMS-based services are vulnerable to delays caused by the platform's limited bandwidth.
May 01, 2011
Mobile has the potential to amplify any marketing channel while at the same time connecting everything, from TV to print to online. Most marketers have not been taking full advantage of the fourth screen, and as a result are leaving money on the table.
March 01, 2011
Maximizing ROI can be more of an art form than an exact science. There are two simple ways to increase the ROI of a direct marketing campaign: decrease the cost per order (CPO) or increase the revenue per order.
March 01, 2011
Direct response television is effective in generating immediate revenue results and helping build brand awareness. Every company is focused on the bottom line. Nielsen ratings — at their best — are an inexact science, while DRTV is measurable.
March 01, 2011
If the latest crop of infomercials and short-form direct response television commercials is any indication, this method of advertising can be used for just about any type of product or service.
February 01, 2011
Direct mail doesn't work, direct mail is too expensive, and now direct mail is obsolete — I've heard this type of rhetoric for years. It's a true "if I had a dollar" type comment...and it seems especially prevalent in the last few years.
February 01, 2011
As direct marketers, we've been warned. Much research has shown we have three seconds to convince our target to open our mailing. If we don't hook people then, we've lost them.
February 01, 2011
Direct mailers all know about the relative importance of factors that contribute to direct mail success and above all, the value of constant testing to maximize return on investment.
January 01, 2011
A few short years ago, social media was new and marketers were cautious about the medium.
January 01, 2011
Social media marketing can produce significant return on investment when it is done well, but many companies jump into it without setting clear objectives.
January 01, 2011
While the concept of word-of-mouth marketing has been around for ages, the Web and social media have taken it a step further.
December 01, 2010
Have you ever received a promotion from a company for a product you've already purchased from them? If so, you're not alone.
December 01, 2010
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.
Company of the week R2C GroupR2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance. |
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.
