What Is Personalized Marketing?
Personalized marketing is tailoring your marketing message to an individual. Personalization ranges from personalized video to personalized emails to customized product recommendations and everything in between! With the advancement of technology, customers now expected personalized or customized marketing messages. Read on to learn how to do it right.
Your Marketing Launch Plan Is Missing a Critical Component: Strategy
It seems obvious that developing a clear marketing strategy – one embraced by all internal groups – before deploying a slew of marketing tactics can drastically improve the success of your marketing program. However, many new product marketing launches don’t reach their full potential because of a breakdown in communication and a lack of focus. The most effective path to a successful launch includes identifying clear goals and objectives, and zeroing in on consistent positioning and messaging.
Brand Strategies are Changing – 8 New Rules
This article posits that there has been a fundamental shift in the way brands are perceived and the value they provide. But why? Blame increased consumer skepticism, the “millennial mindset”, the importance of value over status, or the increasing power of community to provide help and insights, but whatever the cause, brands must understand what is changing so they can adapt. The author proposes some new guidelines brands should follow when shaping their strategies, communications and behaviors to face this new reality. While some may already be part of your brand strategy, others are worth calling out, specifically: a) be sure to find and communicate your brand’s meaning and purpose, b) participate in communities; they are critical to brand acceptance, and c) customer service can be a brand-defining attribute. Read the article for more fascinating insights.
Everyone Is Not Your Customer: That’s OK
Have you found your niche customer segment? Being able to find the “right” customer for your business is critical to your success and will help you focus on the right marketing mix. The first step is to create a buyer persona – a fictional ideal customer. Armed with this information, you can make informed decisions.
The New Era of Marketing Strategy
Relying too heavily on data when trying to create authentic customer experiences seems to have back-fired for some companies whose recent actions have caused significant damage to the customer trust they had built up and all but taken for granted (think: Facebook.) Marketers should remember that customers are human beings, not just numbers on a spreadsheet or sequences in an algorithm. So how do marketers meet increasingly sophisticated customer experience expectations that tend to be based on data, when those same customers are using more ad blockers and other privacy protection tools? This article suggests that the innovative use of AI technologies and curation platforms may be part of the solution to data overload.
Is Your Business Built for 24/7 Customer Relationships?
A seismic shift is under way that many businesses cannot ignore: thanks to new technologies, instead of waiting for customers to come to you, you can address your customers’ needs the moment they arise—and sometimes even earlier. It’s a win-win: customers get a dramatically improved experience, and companies boost operational efficiencies and lower costs.
Content Curation Best Practices for B2B Marketers
We’ve been promoting the advantages of curated content (lower cost, enhanced credibility, broader selection of topics) for years so it’s heartening to hear it’s catching on. Check out these B2B tips.
6 Types Of Customer Segments that exist in the Market
How do you segment your customers? By demographics, by geography, by behavior or by smart segmentation? Read about each how each segmentation works.
Exactly What You Can Do to Define What Makes Your Brand as Unique as … M&Ms
“Melts in Your Mouth, Not in Your Hands!” For any business to succeed, it needs to uncover its USP or unique selling proposition; without placing a distinct and memorable stake in the ground, it is in danger of falling into the black hole of “everyone else”. Research your competitors to see what sets you apart and create buyer personas (detailed descriptions of your ideal customer) to help you make a list of everything that makes you different. Use your unique selling proposition in everything you do to help make better connections with your customers.
Managing When the Future Is Unclear
The term "strategic ambiguity" might be enough to send your heart rate racing and your stress level into the stratosphere. However, this article acknowledges an under-appreciated reality: we often find ourselves managing in situations when it isn’t clear where we’re going or how we’ll get there. Discover some practical approaches you can take to emerge from periods of change a stronger manager and an exceptional leader.