From the category archives:

Campaign Management

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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Pareto’s Law or the Long Tail Theory? What Marketers Must Measure Now.

The foundational concept of all database marketing is the Pareto Principle, that 80% of your sales and profitability will come from about 20% of your customers. When we have analyzed our clients’ customer bases to prove out this theory, we often find that the distribution is even more uneven– that 100% or more of customer profitability comes from an exceedingly small group—because clients are actually losing money from some part of their customer population. The 80/20 theory often holds true for product sales as well – 80% of sales often comes from just 20% of the products offered by a manufacturer. This concept has driven everything in database marketing from audience identification to campaign structure, sales strategy etc.

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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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Understanding B2B Campaign Responses – Building a Methodology

SIGMA Marketing Group has recently completed an analysis of past B2B campaigns and we have discovered some important findings that are now guiding our campaign designs. We discovered that prospects respond at a significantly lower rate than customers. It’s also clear that response rates vary by the methodology used to conduct the marketing touch, with email prospecting consistently performing at the lowest response rate. We found that prospect response rates vary depending on the relationship the company has with the prospect, for example if the prospect is a past customer they are more likely to respond then other prospects.

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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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5 Steps to Delivering High-Performance Email Campaigns.

When we design an email at SIGMA, there are 3 very important areas of the email design to consider. There is the messaging side — what are we saying, who are we saying it to, and why will they want to read it? Then there is the rendering side — will it look the way we intended it to look across every possible browser? And lastly there is the deliverability side — will it arrive in the recipients email Inbox?

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Is Web Analytics Alone Enough to Understand Your Web Interactions?

We’ve discussed this at length in previous posts… Perhaps the fact that we keep bringing it up my elude to the fact we believe this to be critical to marketing successes in the future. The Web Analytics Association defines web analytics as “…the measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing Web usage.” From a web design perspective, that’s an appropriate description. However…

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Distributed Marketing: An idea whose time has come for Technology Marketers

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.

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Evaluate Your Marketing Campaign With Analytics BEFORE You Launch It. (Part 2 of 2)

Let’s say your campaign has launched on schedule and successfully. You have reached the finished line! This is the time to thank your marketing analytics, operational partners and account services coaches for helping you define, plan and execute. Now imagine yourself sitting in your comfy office chair, with your Starbucks Coffee, as you review your very own online dashboard which displays your multi-channel campaign results on a daily basis! Your coaches also will be there to help offer best practices, and what you need to work on for your next campaign.

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Evaluate Your Marketing Campaign With Analytics BEFORE You Launch It. (Part 1 of 2)

Marketing is a marathon, not a sprint. The cost of not pre-evaluating marketing campaigns through analytics and account services can be deadly. Follow standard business objectives to ensure successful campaigns every time. (Part 1 of 2)

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