From the category archives:

Multi-Channel Marketing

10 Marketing Trends for 2011

The meaning of marketing continues to evolve and how that changes the way we engage with our customers. Trends are emerging in customer engagement, how we integrate data, how we leverage marketing analytics. As marketers, we are also seeing social media usage mature, changes in mobile marketing and increased conversation about customer privacy. Customer touchpoint becomes a priority and understanding how all of these trends can work together will be the key to marketing success in 2011.

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The Social Media Bandwagon Has Become a Supersonic Jet.

As a Social Media marketer with SIGMA Marketing Group, I am still amazed when I meet business savvy folks who have not yet adopted social media usage in any way, shape or form. There are varying degrees of usage and unique formulas for different business types and vertical markets, but I don’t care who you are… Social Media is here to stay, and will continue to evolve rapidly. I recently wrote an article on social media usage by industry, which focused primarily on B2B Social Media, but it provided some interesting insights about what industries have adopted social.

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Understanding the Five Customer Relationship Stages to Full Engagement With Your Brand

As our clients juggle new channels, new technology and new media, we realize that their relationships with their customers and prospects have to be 24/7 and “always on”. How we help them with Analytics, strategy and marketing technology today really goes beyond just the marketing process, but helps them deliver a consistent and relevant brand experience across the entire consumer relationship.

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Social Media Use by Job Function Stats – Indicates Need to Change.

As companies continue to evolve in social media, so must the number of employees inside an organization continue to increase social media usage. This is not to say that all employees should be updating their Facebook status 20 times per day, but there are some socially acceptable activities that can impact your social networking efforts, that all level employees can contribute to.

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B2B Social Media Landscape Appears to Be Wide Open

As I’m reading the “Fall 2010 Social Business Report” from NetProspex, I find that my biggest assumption about social media in the B2B space is entirely true. We can all agree that social media is still an emerging multi-channel, multi-faceted medium for marketing communications. We can further agree that while there are experts out there, we are all still learning what works and what doesn’t. Currently working in the B2B social space myself, I have come to believe that many (or most) B2B companies have not grasped the relevance nor the value of social media usage as it pertains to their business.

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Are Personas the New Customer Segments?

The digital concept of Persona is catching up with the database marketer’s idea of Segmentation. The web experience has become richer and web strategists have embraced the idea of many personas and tooled the experience to deliver choices and personalization and different pathways to support the different groups of visitors. Marketers commonly talk about Personas in the plural form, and this is a great thing for improved relevance for consumers.

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Email Marketing Experts Expose All (Well, Great Tips Anyway)

Whether you’ve dabbled in the email marketing space, or you are proven expert, this supplement include page after page of tips and trick, insights and things to think about to make your email campaigns even more successful. I’ve been doing email marketing for years, and recognize that the industry and technologies are always evolving.
Here are some of my favorite snippets form the DMNews Email-Marketing Guide 2010.

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Is Multichannel Marketing Really “Dual-Channel” Marketing?

With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. My guess is that way over half of all multichannel campaigns actually involve only two channels.

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American Bankers Association Marketing Conference In Review

A solid multi-channel marketing strategy that is fueled by insightful marketing analytics is one way to address a number of these marketing challenges. We live and market in an “always on” world that puts new requirements on marketers. The consumer is in charge and they have much higher expectations on how they can interact with your organization. One of your objectives should be to deliver a consistent and relevant brand experience across the entire consumer relationship.

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Improving Health Care Member Engagement on the Web with Marketing Analytics.

Many of the nation’s top health insurers and health care organizations are looking to engage members and customers in a more meaningful way using available technologies such as interactive websites and mobile applications. The challenges we find when working with these organizations are that many are not tracking the right engagement information or, even worse, don’t have access to the information in the first place. Most organizations that have robust website will use some sort of web analytics as a component of their interactive offerings, but how are they using this analytic information to improve member engagement and reduce expense?

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