During the recent Fortune Most Powerful Women Summit, IBM CEO Ginni Rometty discussed a new business model that will dramatically improve how we interact with our customers: “When digital business marries up with … digital intelligence, it is the dawn of a new era — cognitive business. When every product, every service, how your run … Continue reading Cognitive Business: 2 Areas to Focus On
Marketing
Clicks, Conversions and High-Fives: 3 Tips to Focus and Refine Your Marketing Measurements
As marketers, you’ve likely examined many different ways to measure campaign success, depending on the technology you’re using, the quantitative data you have access to, and the channel involved. For example, mobile app performance is often measured by downloads, frequency of use and app store reviews. Conversely, SMS performance is frequently measured by opt-out rate. … Continue reading Clicks, Conversions and High-Fives: 3 Tips to Focus and Refine Your Marketing Measurements
How Marketing Can Help Provide the Social Support Your Customers Need to Buy Your Products
Have you ever made a big purchase on a luxury product and immediately experienced buyer’s remorse? You can probably recall that. But what if I asked, “Were you feeling socially supported at that time?” You probably don’t remember. A recent article in the Journal of Consumer Psychology (“Perceived social support reduces the pain of spending … Continue reading How Marketing Can Help Provide the Social Support Your Customers Need to Buy Your Products
Beyond Preferences: How to Appeal to the Inherent Nature of Your Customers
"Which image should I place in this email to maximize the odds that the recipient will click through and complete the call to action?" Ever since companies started placing product images in emails, this question has been on the forefront of marketers’ minds. A new study from the Journal of Consumer Psychology, “Show me the … Continue reading Beyond Preferences: How to Appeal to the Inherent Nature of Your Customers
3 Tips for Creating Customer Microsegments
Savvy modern marketers are on a continual quest to create programs and strategies that provide a singular, omni-connected communication string with each contact in their database. We call these individual customers “audiences of one.” Reaching an audience of one starts with creating segments and content that are super-specific to each customer. By identifying a customer … Continue reading 3 Tips for Creating Customer Microsegments
2 Ideas for Customizing Email Content: Weather and Language Personalization
Recently, I delivered a Webinar for Retail Online Integration on personalization strategies for email campaigns. The discussion revolved around how to develop an approach for reaching customers in an individualized fashion, including the use of dynamic content for interest-relevant images, relational table content for abandonment programs, and send time optimization for delivery at the right … Continue reading 2 Ideas for Customizing Email Content: Weather and Language Personalization
Post-Holiday Marketing Strategies: 2 Outside-the-Box Campaigns for After Christmas
Campaigns are launched, emails are queued, and your revenue attribution model is already starting to give you insight into your holiday marketing performance. As a marketer and consultant, I’m always fascinated with the seasonality of retail marketing and retail marketing advice. It’s a brilliant, red-ocean ecosystem that captivates me year in and year out. The … Continue reading Post-Holiday Marketing Strategies: 2 Outside-the-Box Campaigns for After Christmas
6 Tips for Approaching the Revenue Attribution Discussion
During consulting engagements, I encourage the use of testing and measurement to identify marketing campaigns that drive revenue and profit. Clients often protest, stating that this is something they can’t accurately measure. For B2B clients, the concern often centers on revenue attribution as a percentage of the sale. What percentage of a sale is due … Continue reading 6 Tips for Approaching the Revenue Attribution Discussion
Marketing Context: How to Get It Right
I’m a devout believer in targeted, individualized marketing. Behavioral or demographic, they both have their place. As a marketing consultant, I advised my clients to send the right message to the right person at the right time. That message can be sent in an email, an SMS, a social post or an advertisement. Marketers are … Continue reading Marketing Context: How to Get It Right
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