From the category archives:

Personalized Communication

What Will Social, Local and Mobile Integration Really Look Like? And What Are We Calling It?

SIGMA CEO, Kenyon Blunt, recently published his predictions for 2012 Marketing Trends. Included in those ten trends was this idea of “SoLoMo” or “Mocial” Marketing. Social, Local and Mobile marketing all mashed up into one concept. If executed properly, the combination of social media, localized marketing and mobile messaging can be incredibly powerful for marketers. A prime example, as noted by Kenyon in his article, is that of stealing away customers who are waiting in line to make a purchase, by hitting them at the right time with the right offer.

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4 Part Marketing Maturity Series: From Message Strategy to Multichannel Campaign Management

Over the past year, Martha Bush, SVP Strategy and Solutions here at SIGMA, has written some insightful articles around building a campaign management practice. In this articles she mapped out everything from messaging strategy to analytics and insights and everything in between. We thought we’d pull these articles together in one post to provide easy access to her wealth of knowledge around the beginning-to-end process of marketing campaigns.

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Don’t Stop at Just One. Multiple Email Waves Generate Significant Response Lifts.

In the years since email has over-shadowed direct mail to reach marketing objectives, we have helped clients deploy hundreds of campaigns from event invites to periodic customer newsletters for acquisition and retention and everything in between. As you would expect, the performance of email campaigns can range significantly. Some of the contributing factors for the performance differences have been customers vs. prospects, contact’s level of consent, type of campaign, solicit vs. nurture and level of offer.

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How Do You Get to Know Your Co-Workers?

It goes without saying that we spend the majority of our awake hours at work. To be your best and bring out the best in others at work you need to get to know them. Not just as titles, where they sit in building, their role, but rather who they are as individuals, what is unique about them, what motivates them, what they are passionate about, what you have in common.

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5 Best Practices for Multichannel Campaign Success. (Case Study)

An international document destruction company wanted to kick start sales in the New Year while resolutions to clean up were fresh in the minds of CEOs and office managers. We worked feverishly through the holidays to create an integrated multichannel campaign that could launch in early January. What did we learn? We came away with 5 best practices for multichannel campaign success.

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5 Components of a B2B Social Community.

I have read white paper upon white paper on B2B social media, particularly focusing on the importance of online communities. I tend to find that these articles often come up lacking; where they miss the mark is on some of the critical components and steps required to build AND maintain a successful online community. (These same rules apply for a consumer-oriented communities as well.)

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The Changing Face of Customer Value and Segmentation.

Social media has not only caused a collision between Public Relations, Marketing, and Customer Service, it has redefined how and to whom we market. It’s time to think about this shift and how it impacts your customer segmentation and lifetime value scores. It’s time to consider treating online socialgraphics the same as offline demographics.

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RFID Marketing Tweets

Not long ago I pondered the relevance of companies like Walmart rolling out the use of RFID in apparel. Could it trigger the start of more main-stream adoption and commoditize of the RFID technology? If so what innovative applications might emerge and how could some of these applications influence the spending and satisfaction of consumers and businesses? Market influencers can have a profound effect on commoditization and if one assumes it will than the question of new emerging applications of persuasion becomes more enthralling.

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Distributed Marketing: Keep It Simple.

Distributed Marketing is a concept for delivering automated marketing services to small- and mid-sized businesses, resellers or other sales/service channels through a larger marketer who would act as a centralized enabler of data, analytics and technology.

Users of Distributed Marketing have local knowledge about their customers and markets, allowing corporate marketing efforts to be personalized and targeted for customer and market share growth.

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A Multichannel Marketing Roadmap: Messaging Strategy and Campaign Design

Forget about managing your relationship with your customer. Today she manages the relationship with you! This new fact becomes real in every dialogue or customer interaction you have. When your customer or prospect finds the information they were looking for – or were ready for- they feel satisfied and empowered. On the other hand, if they can’t put their finger on the right information they feel confused and frustrated and they rightfully take it out on the last place that didn’t deliver satisfaction – your website, your email, your direct mail, your call center.

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