From the category archives:

Personalized Communication

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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Is RFID Getting Primed to Change Digital Marketing?

RFID, or Radio-Frequency Identification is the use of an object (typically referred to as an RFID tag) applied to or incorporated into a product for the purpose of identification and tracking using radio waves. These tags can be read from several meters away, out of the line of sight of the reader, and the reader can be linked via networks and integrated with applications.

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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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Your Customer Segments Are on the Move!

Marketers have known for years that it is imperative to understand what customers their product or service appeal to. The fact is many of those traditional, tried and true methods of profiling, enhancing customer information in order to gain a more complete, descriptive view of your customers are still valid today. The challenge we often see, is that the customer, household and market has fragmented and often can render traditional, static segments obsolete. New markets are opening up and old markets are dying.

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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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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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