With DMA’s &Then18 in Las Vegas taking place this past week, I may report that the transformation to data-driven marketing is complete.
Texts, SMS or MMS, perform 10 times better than email marketing, according to Experian Marketing Services’ “Q2 2015 Email Benchmark
For just about every consumer marketer, the winter holiday season generates the majority of revenue for the year. It's the season in which most businesses invest the bulk of their time and money in their marketing programs, and rightfully so. As the opportunity approaches email marketers typically concentrate on gaining consumer mindshare and showcasing value, laying the foundation for holiday purchases. The leaders do even more.
As the U.S. Hispanic demographic continues to grow, companies are learning that they need to diversify their marketing efforts. This demographic is about 17 percent of the U.S. population, and streams more content via digital platforms than any other. To reach them effectively, marketers should know how U.S. Hispanics want to be communicated with and how they will respond to messaging.
Like a house, a brand needs a solid foundation upon which it can acquire new customers, build relationships and sustain the intelligent interactions that turn customers into loyal brand advocates. For a brand, that foundation is a single view of the customer — i.e., the ability to identify a customer regardless of channel or device.
Email marketers are working a lot harder to make money this year. The professionals are sending 15.5 percent more emails, but making a penny less per message than they did last year, according to New York-based Experian Marketing Services.
In the here and now, most online retailers know that data helps them gain insights into the behaviors of their visitors. In fact, a recent survey by Experian Data Quality found that nearly 100 percent of retailers said they feel driven to turn data into insight, and all said some form of data is essential to marketing success.
It's my birthday and, if you're reading this on May 19, 2015, my employer and I are giving me the present of a day off of work. I'm giving you the present of loyalty program tips you can use to retain your customers. After all, you probably have their birthday information in your database. Experian says 76 percent of marketers collect birth dates, but only 35 percent send out "Happy Birthday" emails. It's a shame, because the research shows: "Birthday emails enjoy three times the transaction rate of regular, promotional mailings (.09 percent compared to .03 percent, respectively)."