Every brand is obsessed with gathering information about their customers — from demographic data to purchase behavior. Sophisticated marketers use that data to build loyalty programs, predictive models and determine lifetime value.
Now, after attending three different colleges, I’m impressed with some of the strategies colleges are deploying to make sure they’ve got your kid (and you!) hooked for a four to six year relationship. Some of these institutions have mastered both acquisition and retention efforts and I wouldn’t be surprised if they could teach a course on the subject.
If a CEO is responsible for overall company management and fiscal health, isn’t a CMO responsible for overall brand value and the health of their customer relationships? And if not the CMO, then who?
What I will never understand is why any business would invest their precious marketing budget to have a booth presence at a tradeshow, but fail to design and execute a strategy that will optimize booth traffic from its target audience.
When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always included a page about the many awards the agency had won — and the DMA ECHO Award was always front and center.
For many marketers, the bulk of their time is taken up with list selection, subject lines, email design and ensuring the email links to integrated landing pages. But not enough time is spent analyzing the results of those efforts in order to learn and apply it to the next campaign.
In my last post, I gave some specific and proven best practices for the creation of successful emails. In this post, I'll talk about Landing Pages—because now that you've been able to lure your target into opening your email and clicking on the embedded link(s), you want to continue to drive that prospect to your desired outcome.
I'm continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.
While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or otherwise), that doesn't mean that marketers will be seeing their investment in digital pay off in the long run.
Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though I no longer reside in my college town, I quickly volunteered to be a guinea pig for remote mentoring
Content Marketing is a lot like dating. If you create your dating profile based on what you think potential life mates might be interested in, but don't accurately reflect who you really are, then your first date will probably be a short one.
As a marketer, I understand the challenge of reaching business decision makers like me in a fresh and meaningful way, but I will tell you that as a focus group of one, I despise the direction marketers seem to be headed: