August 2010
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You're digital. Now what?
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4 ways to make your site more sticky
Site stickiness refers to the amount of time a user spends on a site over a given time period. Stickiness is determined by two factors: how often a visitor returns to the site and how much time is spent per visit. This article examines the four ways to increase stickiness. -
Show & Sell
A picture’s worth a thousand words, but a video demo is worth double-digit increases in conversion rates and sales. Before you start production, consider these five factors. -
Leveraging technology to be where your customers are
As our customers continue to turn to digital channels to make informed purchasing decisions, we need to find new ways to integrate our knowledge and understanding of their behavior to predict how they want to engage with us. -
It isn’t personal if it isn’t relevant
Digital marketing has reset customer behavior and their expectations. Personalization has transformed from a direct marketing parlor trick to an essential practice with an arsenal of tools, data, and expertise behind it. As we pursue this holy grail of personalized targeted marketing, a strategic focus on relevance and how to achieve it will provide a guiding light. -
Are you leveraging the data you have about your customers?
Have you ever seen someone wearing shorts that you would never be caught dead in, but somehow those shorts "work" for them? Imagine if you received an email that featured those shorts. Would you click through? If not, read on!
July 2010
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Customer Engagement
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"Old School" Brand Marketing Is No Longer Enough
You must predict your customers’ whereabouts, and engage them wherever they are. -
Measuring Customer Engagement? Be Prepared to Open Your Mind.
Adapting success metrics to the nuances of your business. -
14 Ways to Engage Shoppers Online
Sustainable tools and tactics for competitive marketing -
Turn Data into Loyalty
Your database is a wellspring of customer LTV—if you use it. -
3-Dimensional Branding
Create interactive brand experiences that drive online consumer engagement and emotionally connect consumers to your brand. -
A Traditional Approach to New Shoppers
How to take a familiar cast of characters and tell an engaging new story
June 2010
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Analytics, Under Analysis
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The Results Are In. Now What?
With the growing fury of data, critical decisions, and multiple contacts your company is managing, it’s more important than ever to maximize your marketing analysis efforts. Find out where you should focus these efforts. -
Kaizen and the Art of Marketing Maintenance
The concept of Kaizen has been described as "a process that…teaches people…how to learn to spot and eliminate waste in business processes." A Continuous Improvement Process can do the same for your organization’s marketing. -
Email Campaign Results—Are Yours Up To the Test?
Of all your marketing efforts, email is likely to have the highest ROI. But is your organization focusing enough on continually improving upon your key email metrics? -
There’s Gold in Them Thar Data!
In this economy, successful companies are mining their own customers for optimum returns. But to grow, it takes a robust prospecting program to acquire qualified new customers. Metrics are key in identifying these golden prospects. -
Capitalize On the Value of Your Housefile.
Building a better mousetrap. Delivering the message. How to review, refine and repeat. Everything you need to know about scoring model rankings, managing your deciles and minding the gaps is just a click away. -
Opens, Click-throughs, Conversions, and Bounces
Most marketers consider email to be one of the simplest means of marketing communication. However, an email campaign actually requires more effort to reach a successful outcome.
April 2010
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Keep All Channels Active
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Stand Out in the Inbox
by Lanya Zambrano, Senior Vice PresidentHas your marketing strategy kept up with the times? Ten or even five years ago, you could send an email and count on double-digit response and conversion rates, without using clever subject lines, fancy HTML, or crazy offers. But today's cluttered inboxes and even shorter customer attention spans make it harder than ever to break through and get the same kind of results. Many of the old tricks simply don't apply anymore, so we've pulled together the new best practices for driving transactions in 2010.
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Customers Are Omnivores
by Darin Rock, Strategy DirectorYou're the chef and multichannel marketing is the buffet.
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Optimize Email
Little things can turn loyal customers into annoyed ones, especially if they think you're wasting their time. These details can make all the difference. -
10 Tips for Lifecycle Marketing
Your relationship with customers starts before your first contact and hopefully lasts a long time, over many communications. At each stage, you have opportunities to fine-tune your strategy, steering the relationship to promote greater response, enthusiasm, and loyalty. Here are some ideas to apply at each stage.
March 2010
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Shopper Marketing in a Post-recession World
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How Shopper Marketing Works
by Mark Pearson, Senior Vice PresidentOur industry buzzes about it, but for many companies, its power remains untapped. Simply put, effective shopper marketing means optimizing every touch point between a brand and its consumers, from the first moment of awareness through the point of purchase and beyond. How do you create successful shopper marketing?
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Driving Retail Traffic
Whether you have one store or hundreds, effective database marketing can increase store traffic, secure new prospects, build customer loyalty, and, above all, improve your bottom line. -
Seller Beware
Seven tips for keeping up with today's smarter shoppers -
Healthy SolutionSet
What does your insurance do? -
Emerging Trends in Shopper Marketing
No doubt the world of shopper marketing has come a long way from danglers, shelf wobblers, and basic end-aisle displays. Today, the retail environment has become infinitely more complex and sophisticated with technology like RFID shelf-edge labeling that can change based on SKU or time of day. -
Get Certain About Uncertain Results
With so many channels in which consumers can buy products, it can be difficult to determine which promotional activity triggered each sale.
February 2010
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Build Your Following on Social Sites
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Build Your Following on Social Sites
People talk about your company in online communities all the time. Do you know what they're saying on Twitter? Facebook? Amazon? On your own community site? Get a handle on the buzz, find out how you stack up against the competition, and play an active role in shaping public opinion—build a social media monitoring and engagement strategy. It's the most critical step in delivering value back to your customers. -
Go Interactive with Local Ads and Offers
Visit your favorite big box or grocery store online to find special offers available at your nearest stores and print coupons to use during your next visit. Simply type in your ZIP code and you have the same deals from the free-standing inserts (FSIs) found in your Sunday paper. -
Fill in the Blanks
Snow, sleet, rain, and hail...your mail gets delivered through it all (at discounted postal rates)—if you have the right address information. -
Did You Know?
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Mobile Giving
Soon after a 7.0 earthquake devastated Haiti on January 12, the U.S. State Department began urging cell phone users to donate $10 to Red Cross relief efforts by texting HAITI to 90999. -
Problem Solved
Drive response from customers who opt in. Top 10 ways to increase open and click-through rates.