From the category archives:

Marketing Strategy

Tip: Address Unified Marketing Technology Solutions Now.

Everything digital has created an explosion of new data and sources. This digital environment has also produced an always-on relationship situation that is also spawning new applications and data sources. The impact to the Data Warehouse occurs at the data model. What was the data model a few years ago likely requires new assessment based on channels, touch points, behaviors, preferences and more. The new data model needs the ability to quickly adapt with collecting new data from new places. And that adaption model needs to occur with less skill in assuring integration of data sources/systems gets put in place.

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Unified Marketing: Buzzword or Bellwether?

Unified Marketing is all about unifying the data across multiple marketing channels. I often cite the statistic from Forrester that more data was created last year than in the history of world up until now. What happens to it? Most of it is garbage and what is good is seldom, if ever, put into an integrated customer database housing both online and offline date. In this article we share some of the obstacles that hold brands back from a truly unified marketing approach.

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Marketing Technology Takes a Page From Unified Communications.

Today, marketing data and analytics platforms are becoming more robust and integrated when delivered to target market areas, but they still lack intuitive means for a broader workforce to react upon it or the ability to even imbed the information into broader sets of business processes. So like the disparate communications tools before UC, the next generation of marketing data and analytics platforms requires a more holistic approach on how data and analytics can be used.

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What the Grateful Dead Can Teach Us About Consumer Insights and Marketing.

The Grateful Dead created a lasting legacy. You may not like their music, or identify with the culture and period of time when the band was at its high point, but you have to appreciate and admire what they cultivated in terms of followers and passionate fans. So, what does this have to do with marketing insights, targeting and all the other great stuff we talk about in our Fifth Gear Analytics Blog? Well, the book provides some interesting takeaways for those of us interested in consumer insights and using marketing analytics to improve our products and services.

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Consumer Decision-Making Theories and Strategies That Work

The Utility Theory basically holds that consumers make decisions based on the expected outcomes of those decisions. Satisficing contends that that consumers are willing to settle for something that is good enough and will move on. The Prospect Theory lists two main factors in a consumer’s decision making process as Value and Endowment (the notion that my owning something is better than you owning that same item).
The development and exploration of a series of useful consumer decision-making strategies that can be exploited by marketers is the natural evolution of understanding these consumer theories.

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Leverage your groups on linked by sharing blog content and answering questions that your connections may be seeking information to. Groups are an excellent way to uncover prospects who may be in dire need of the services you provide. Groups can also provide some insight into who else is working in the same space you are for the same types of clients.

Cookie Cutter B2B Sales Methodologies Don’t Work.

No sales cycle should ever be looked at from a cookie cutter approach, but this is especially true and examining the B2B sales process. In B2B transactions, there is no way to fully predict the decision making hierarchy, as every organization has a different marketing or purchasing structure with unique buyer types. This can make your B2B marketing messaging a challenge.

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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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Call Center Optimization Through Better Marketing Analytics

In this case study, among the available prospect data records, only half were contacted each month, leaving the other half of the prospect data records untouched. The initial list selection was based on annual sales/revenue, which succeeded in eliminating the poorest performing prospects. However, those prospective customers were not further prioritized for their call center representatives to focus on the best prospects.

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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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