Today, the needs of all marketers are converging, creating a common set of goals. As marketers, we now strive to: Build deep, enduring relationships with our customers at an individual, personalized level Create engaging experiences tied together across channels and time at scale Drive conversions and get insight into spend and effectiveness […]
Monthly Archives: June 2022
223 posts
Dear sports websites, We spend a lot of time together. A lot. You are the first websites that I visit in the morning and the last websites I check at night. I bookmark you, share your stories on my Facebook page, and compulsively consult you on my phone all day. Some of my […]
If you’re a marketer – whether you market directly to individual consumers, or to businesses made up of individuals – you probably think a lot about why people buy. A need arises, and the potential customer decides that your product or service addresses that need. But how does he or she come […]
According to Forrester research, your audience will consume around three pieces of content on your website for every one piece you can realistically complete and deliver. This shouldn’t be much of a surprise — creating content is a big investment of resources, and if your audience is spending a healthy amount of time on […]
Most of the traffic that comes to your website will not convert, or even take an action you’d like them to take. It’s just an unfortunate fact of life. Today’s consumers have access to a staggering amount of information and tend to do a lot of research before taking action. […]
As a marketer, you only have a few minutes—or less, to capture the attention of a. Website visitor with engaging content. Since prospects are often quick to judge the value and relevancy of your content, each blink of an eye can make the difference between piquing their interest in your […]
Remember the first time you visited a website as. A returning customer and saw your first name “magically” appear on the login page? Back then, personalization in the consumer market involve. Little more than inserting a first name into a login page or email. But with the advent of big […]
Chances are you’ve already created many helpful blog posts, case studies, ebooks, and webinars in order to help educate your potential customers, so there is no need to convince you that content marketing works. But, one question remains: Are you maximizing their potential for lead generation across all of your channels? Today’s […]
Would you send the same email to your entire database? You could, but with a database made up of multiple segments and different types of customers. (some very new to your product or service and some long-standing customers). Sending the same communication to all of these folks would not be […]
Too often, marketers abandon disengaged subscribers, assuming their inaction means they’re off their brand for good. But this isn’t necessarily true. A Return Path study on e-commerce re-engagement email campaigns saw an average of 12% open rates, and regardless of whether the “win-back” email were opened, 45% of subsequent emails were […]
The web is so ubiquitous in our lives—for both consumers and businesses—that it has become one of the single most important ways for brands to communicate with their buyers. And these buyers not only expect your website to be a resource, but they expect it to be personal, especially if […]
Yesterday, I received an email from a retailer suggesting that I purchase a product I already bought last month. Don’t they know me by now?! It’s amazing how we’ve gone from the transactional nature of shopping on the web to demanding a personalized experience. Small wonder, a recent Edelman report […]
As marketers, we’re in a race–a race to capture and hold the attention of our target audiences. Yet on the open road of the internet, it can sometimes feel like we don’t know which way is North. If you’re spending more time aligning your campaigns and content in a cohesive manner than […]
Therefore Can ‘personalization’ as we know it survive 2018? The most praised tool in digital marketing has contributed to a divisive, fractured conversation about the nature of privacy. Consider that some of 2016 and 2017’s most controversial tech stories involved varying degrees of personalization propaganda bots tricked social media algorithms […]
Everyone knows all the usual suspects for customer segmentation. Easily collectible demographics data such as age, gender, and location. Are easy wins for companies looking to personalize their marketing materials. In the next few years, the tools that we use for segmentation. Will give companies an even more significant understanding […]
My three-year-old was extra special the other day and. I wanted to surprise her with a treat on our walk home from school. We passed by a storefront with macarons in the. Window—one of my daughter’s favorites—but we kept on walking for another block. Why? Because it was worth the […]
Content marketing can be a time-consuming endeavor. Especially for small business owners or marketing teams that only include a few people. While compiling personas is a vital part of the process. Many people choose to skip this step because they don’t see the value. This can save time in the […]
Inspiration can strike at any moment. I never thought I’d have a revelation about marketing during a game of Cards Against Humanity, but we don’t get to choose when the lightbulb goes off. For people unfamiliar with Cards Against Humanity, it dubs itself the “party game for horrible people.” Players match […]
When it comes to creating engaging experiences with your students, personalization is key to your marketing strategy. However, marketers often get caught in a rut thinking they’re achieving it if they remember to include. Hi First Name’ in their emails. So how can your university leverage personalization. The reality is […]
Success with content on social media can be simple if you’re organized and focus on efficiency. Of course, you know that you need to cater content directly to your audience’s needs or challenges and that you need to provide a variety of content to keep your audience engaged. But how can you […]
As a marketing professional, your biggest concern is reaching your audience. The dream is for millions of people to like. Share, and comment on a post you cooked up for your organization. In theory, the best way to make this fantasy a reality is to tap into some. Trending” topics […]
n the not-too-distant past, businesses relied heavily on network television and terrestrial radio to connect with buyers and tout their products. But with more people fleeing traditional TV and radio for ad-free streaming services like Netflix and Spotify Premium, advertising on those once-powerful mediums has lost much of its luster. […]
By almost any measure, B2B marketers are embracing search engine marketing. A few statistics: Roughly one-third of all commercial searches on Google are B2B in nature More than 50 percent of Google’s target advertisers are B2B Almost 38 percent of Yahoo!’s target advertisers are B2B This Means That B2b Companies […]
AKA, “How an mp3 player is different from a million-dollar CRM system.” In Part 1, I explained that B2B search marketing requires different techniques and optimization methods than. B2C search, and that search marketing vendors should specialize on. B2C clients or B2B client, but not both. In this post, I […]
AKA, “How to date your prospects”. In Part 1 and Part 2, I argued that B2B search marketing presents unique challenges compared to. B2C search, including the need to market to. Multiple decision makers at different points in the sales cycle. In this post. I discuss how you can create […]
What keywords are your competitors buying? Knowing this can help with your pay per click search engine marketing, organic SEO, and overall competitive positioning. Fortunately, there are some useful tools available to help you figure this out. SpyFu SpyFu is my favorite tool for competitive keyword research. It is the second […]
Therefore A few weeks ago at the Marketo User Summit I had the privilege of hearing from. Andrew Spoeth, Marketo customer and Director of. Marketing at the world’s leading B2B Search. Marketing firm, Enquiro about an upcoming seminar on. October 28th that is sure to be a must-attend event for […]
