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Marketing

Why Self-Regulation is Vital for Marketing

Teaser: 
Why Self-Regulation is Vital for Marketing
Jeanette Fitzgerald • March 7th, 2014

Self-regulation is the American standard for promoting innovation and growth while reining in businesses using industry standards and enforcement. The rise of the internet created unique challenges, but this is not the first time Americans have addressed these challenges. 

Self-regulation is the American standard for promoting innovation and growth while reining in businesses using industry standards and enforcement. The rise of the internet created unique challenges, but this is not the first time Americans have addressed these challenges. 

Marketing

Using Multichannel Attribution To Achieve Healthy Returns

Teaser: 
Using Multichannel Attribution To Achieve Healthy Returns
John Young • February 27th, 2014

You can’t afford to just guess what’s working and what isn’t when it comes to obtaining a better return from your marketing efforts. For this reason, you’ve likely relied on measuring the effectiveness of your returns by way of some type of attribution. 

You can’t afford to just guess what’s working and what isn’t when it comes to obtaining a better return from your marketing efforts. For this reason, you’ve likely relied on measuring the effectiveness of your returns by way of some type of attribution.

However, in this evolving multichannel environment, traditional attribution models often lack the sophistication needed to determine how wisely marketing dollars are spent—whether in converting a prospect or getting repeat sales from an existing customer.  

Marketing

Data Forces Marketers to Say Goodbye to the Past

Data Forces Marketers to Say Goodbye to the Past
Paul Kramer • February 20th, 2014

If you’re wondering what impact the power of Big Data is having on how brands are communicating with consumers and even changing the role of marketers, look no further than a recent survey of leading brands conducted by the CMO Club.  

Data

Mining for Gold With “Small Data”

Teaser: 
Mining for Gold With “Small Data”
John Bartold • February 13th, 2014

They say the devil is in the details, and that’s especially true when it comes to loyalty programs. Loyalty programs often rely heavily on capturing transactional data that they miss vital insight that can only come from personal interactions with their customers. 

They say the devil is in the details, and that’s especially true when it comes to loyalty programs. Loyalty programs often rely heavily on capturing transactional data that they miss vital insight that can only come from personal interactions with their customers. 

Those little snippets of information gathered from one-on-one exchanges can be considered “small data.” Brands can use this information to personalize every future interaction, creating a bond with customers every step of the way.

Marketing

Know Your Customers: Addressing the Tradeoff Mindset of Cost Conscious Latino Shoppers

Teaser: 
Know Your Customers: Addressing the Tradeoff Mindset of Cost Conscious Latino Shoppers
Roberto Siewczynski • February 6th, 2014

“Thirty percent [of our shoppers] make less than $40,000 a year and one quarter use public transportation to the store,” Jocelyn Wong, CMO for Family Dollar, said during her keynote at the Shopper Marketing Expo in October. 

“Thirty percent [of our shoppers] make less than $40,000 a year and one quarter use public transportation to the store,” Jocelyn Wong, CMO for Family Dollar, said during her keynote at the Shopper Marketing Expo in October. 

These are shoppers who have specific behavioral patterns and sometimes have to make tough purchase decisions, creating a “tradeoff mindset.” Understanding this mindset can help marketers and retailers reset priorities to drive value among cost conscious Hispanic shoppers. 

Marketing

Are You Customer-Obsessed?

Teaser: 
Are You Customer-Obsessed?
Dan McDermott • January 31st, 2014

The world of digital marketing is changing. Empowered consumers demand that brands engage with them through personalization and relevance, while marketers struggle with rapid changes in technology, the proliferation of mobile devices and siloed organizational structures.

The world of digital marketing is changing. Empowered consumers demand that brands engage with them through personalization and relevance, while marketers struggle with rapid changes in technology, the proliferation of mobile devices and siloed organizational structures.

These challenges make it difficult for even the most skilled marketers to create meaningful, sustained customer interactions that drive revenue and improve ROI.

Loyalty

How The Holidays Put Loyalty To The Test

Teaser: 
How The Holidays Put Loyalty To The Test
John Bartold • January 30th, 2014

With the month of January almost over, I hope you’ve all had a chance to analyze and evaluate your holiday campaigns. By this I mean diving deeper than just clicks, open and leads. 

With the month of January almost over, I hope you’ve all had a chance to analyze and evaluate your holiday campaigns. By this I mean diving deeper than just clicks, open and leads. While these are important metrics, the holidays are a great time to see the total impact your marketing has had throughout the year on customer loyalty.

Social

Tweeting Your Way to Relevance

Teaser: 
Tweeting Your Way to Relevance
Eric Stein • January 23rd, 2014

In just seven short years, Twitter has changed the ways we interact with each other, the ways we consume news and the ways consumers engage with brands. 

In just seven short years, Twitter has changed the ways we interact with each other, the ways we consume news and the ways consumers engage with brands. Below are just a few noteworthy Twitter stats from 2013.

Email

Getting it Right in 2014: 5 Trends to Master (Part 2)

Teaser: 
Getting it Right in 2014: 5 Trends to Master (Part 2)
Shannon Aronson • January 16th, 2014

The ways consumers engage with brands will continue to evolve in 2014. In last week’s post I shared two of the top five trends marketers should master this year. Below are the remaining three:

The ways consumers engage with brands will continue to evolve in 2014. In last week’s post I shared two of the top five trends marketers should master this year. Below are the remaining three:

Email

Getting it Right in 2014: 5 Trends to Master (Part 1)

Teaser: 
Getting it Right in 2014: 5 Trends to Master (Part 1)
Shannon Aronson • January 9th, 2014

2013 was a great year for marketing innovation. Email continued to reinvent itself to change consumer behaviors. 

2013 was a great year for marketing innovation. Email continued to reinvent itself to change consumer behaviors. Consumers were introduced to the concept of sending money via email using Square Cash and Google Wallet. Video became more commonplace for brands via live streaming, animated GIFs and sophisticated integration of Vine, YouTube and Instagram.