Engagement Matters

Stephanie Miller leads the IMM/integrated marketing management practice for brand and marketing technology strategy firm TopRight (www.toprightpartners.com). She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industrywide initiatives. Feedback and column ideas are most welcome at smiller@toprightpartners.com or @stephanieSAM.

With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for your email marketing program, but when.

Happy customers are your brand’s best salespeople. Today’s social media platforms make it easier than ever for brand advocates to share their enthusiasm with hundreds (if not thousands) of colleagues and other prospects in their online networks. The power given to consumers is real. It's created a sort of forced collaboration between marketers and their customers — with industry bloggers, analysts and journalists chiming in too. Empower customers and your marketplace and you win. Try to control it and you may incite a mutiny.

We've all seen it happen: a trusted individual recommends or suggests something. It's a powerful way to not only convey a message, but also elicit a response. That’s why it’s important for email marketers to understand the value of social media sharing. Having prospects and customers receive, open and pay attention to your email message is good, but having them then share the message further via email or other social media is great. Customer-instigated sharing across social media channels acts as a force multiplier that can significantly ratchet up the effectiveness of an email marketing campaign, both in reach and impact.

Creating effective email connections that drive response and revenue requires segmentation. That sounds fine in concept, as many marketers know they need to do more segmentation in order to engage subscribers and break through the clutter. However, many marketers struggle with getting access to data and developing creative approaches that match the customer lifecycle. I urge you to not be intimidated. Demand greater data integration and access from your vendors. Start testing new content and creative approaches so that you can be automated and fully functioning immediately.

Riddle me this, Batman: What sort of marketing strategies today require deeper, strategic database insight? Not so puzzling, is it? Pretty much everything a marketing team does today is driven by data — e.g., digital outreach, content, media, attribution, return on investment analysis, lead nurturing, PR and social community participation. In fact, the list would be shorter if we tallied up those marketing functions that don't benefit from data-driven decisions.

More Blogs