[Posted by Ed HadleyIf you’re a B2B marketer, you’ve likely dealt with multi-touch attribution at some point. With a long, complex sales cycle, it can be difficult to accurately track and assign value to the various marketing assets—or touches—that help move prospects down the funnel. (more…)
[Posted by Ed HadleyAccording to Forrester Research, “The dominant CCCM [cross-channel campaign management] challenge in the next two years will be to personalize messages based on consumer behavior across channels.”1
Why? For the answer, we turn again to Forrester: “Integrating customer data from across marketing channels is still the No. 1 challenge for CI professionals.”2
Overwhelmed by a growing deluge of data from multiple, disparate sources, many brands are limited to a fragmented or incomplete view of their customers. Without a single 360-degree view encompassing all available data, personalization can fall short of its intended effect.
Consider the following examples. If I purchase a Justin Bieber album as a birthday gift for my teenybopper niece, should the ecommerce site assign me to the “Bieber fever” segment and personalize offers accordingly? Or if I’m in the very early stages of vacation planning, does the fact that I browsed a page or two about Tuscany provide a clear indication of my intended destination?
[Posted by Jennifer Minko,Our April webinar, “Taking Charge of Email Deliverability,” featured guidance from Mark Rafferty, manager of account services at FreshAddress, the leading provider of email database technology.
An often complex and evolving topic, Mark discussed the elements that define poor email deliverability and the potential impact on campaign effectiveness and revenues. He provided manageable approaches to improving deliverability and discussed subscriber data and how to maximize data quality to increase ROI. Of particular interest, Mark shared results of a recent study where researchers input bogus email address to online registration forms of the top 100 online retailers to see how well they were screened out invalid addresses. On average, 73% of the invalid email addresses were accepted, demonstrating how difficult it is to maintain a high quality email database, even among elite organizations.
[Posted by Alexis KarlinOn April 13, I had the pleasure of attending a class at Suffolk Law School, “Social Networking Sites: Law, Policy & Practical Strategies.” Although it was a long day, it was an information-packed session which taught me innumerable lessons of value. Here are 5 of the most important to consider as you go about your everyday digital marketing practices:
1. Know Your Site’s Rights
As U.S. citizens, we are afforded such rights as the Freedom of Speech, which offers few restrictions with the exception of the clause that originated from the famous Sullivan V. NY Times case: Actual malice must be proven before press reports about public figures can be considered to be defamation and libel. Today, the same regulations apply to website content. Nearly all sites have their own set of privacy regulations and are very often privately operated, allowing site owners to make the rules in a sense. (more…)
[Posted by Mickael Bentz,Segmentation & personalization of outbound communication gives a significant ROMI
If you’re a marketing savvy brand, most of your outbound communications are segmented and personalized. Indeed, like Neolane’s customers, you realize that one-to-few and one-to-many personalization can dramatically increase your ROMI.
What about your website?
Many brands, including those personalizing outbound messages, propose the same content to all visitors, even if they are logged in and thus clearly identified as individuals. The problem is that not all visitors are the same! Each has different behaviors, needs, and relationships with your brands.
Offering generic content on the web has the same consequences as non-personalized communications: poor visitor experience and satisfaction, lower conversion rate, decreased visits and virality. (more…)
[Posted by Ed HadleyIn today’s shifting digital landscape, a number of “myths” have emerged that are causing marketers to scratch their heads. To set the record straight, we’ll play our own game of “Myth Busters,” but we’ll give it a marketing twist, offering insight and statistics to debunk the 5 digital marketing myths circulating within today’s marketing community. (more…)
[Posted by Ed HadleyIt’s not surprising that “big data” has taken the marketing community by storm. The more marketers can understand about customer needs and behavior by aggregating, analyzing, and acting upon a growing deluge of data, the more relevant, timely, and effective their campaigns will be. Amid the hype of big data, though, it’s important not to overlook fundamentals, such as data hygiene. Case in point: email marketing, where low deliverability and high list churn continue to plague many marketers. (more…)
[Posted by Alexis KarlinSome might say traditional marketing offers straightforward tactics for achieving success. However, as digital marketing has come to the forefront of most marketers’ agendas, keeping up with this evolving trend has become vital for any brand, product, or company to stay afloat. Digital marketing spend has increased by more than 14 percent within just the past year, yet with its ascension has come the downfall of more traditional marketing methods. Traditional advertising spend has, for example, experienced a 161 percent decrease over the past year.
For this reason, digital marketing is threatening to eclipse the following traditional marketing methods in the near future:
Print Advertising
Print advertising has taken one of the largest, if not the largest, hit thanks to the emergence of digital marketing. Print advertising has declined by two-thirds over the last 20 years, down from more than $60 billion in 1990 to just $20 billion in 2011. The proof is everywhere you go on the Internet: video sites with pre-roll or banner ads, roll-over ads, or even ads on your favorite music streaming sites. These days, the majority of marketers are no longer using print publications for consumer news or entertainment. Instead, they’re being smart with their dollars and targeting media that experiences the most traffic on the web. It should come as no surprise that print advertising has been on the decline for the past 20 years, the same length of time the Internet has risen to become the global powerhouse it now is.
[Posted by Jennifer Minko,This month we were joined by Bernie Turner, Marketing Manager and Digital Strategist at FanOne Marketing, who was the guest speaker for our webinar “ PURLs of Wisdom: Digital Marketing Strategies for Increasing Online Engagement and Revenue.”
Sharing specific examples of marketing campaign strategies from sports teams such as the Browns, Vikings, Raiders and LA Kings, Bernie discussed how to combine personalization best practices (including the use of personalized URLs – or PURLs) and other techniques into digital marketing campaigns to enhance fan engagement and drive increased revenue and results.
[Posted by Kristin HambeltonI had the pleasure of sitting on a webcast last week, “Tackling the Hard Bits in Lead-to-Revenue Management,” as part of the Forrester Tech Marketing Council. In this webcast, Principal Analyst Lori Wizdo talked about some of the challenges facing B2B marketers, in particular, breaking through content barriers. The focus was on generating, managing and delivering content in a thoughtful way that drives value for prospects and customers. (more…)
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