From the category archives:

Personalized Communication

Xerox “Talks the Walk” with Marketing 2.0

Smarter marketing is all about utilizing what you have – lots of key information in your database — and tailoring every communication to reflect that knowledge in a way that will increase cusomer response and satisfaction.

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Google: Planting the Seeds of a Marketing Revolution

By positioning itself as a leader in the next marketing revolution, where the lines between the online and offline and the various forms of media blur into one integrated consumer experience, Google is both protecting its future as well as enabling its advertisers to take part in the revolution on its platform.

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What Does Engagement Really Mean?

Social Media as a category is certainly a communications enabler–a series of channels really–but it’s only one of many ways to engage with your customers and prospects. What’s important is understanding how your customer wants to be communicated with and choosing the communications medium that’s appropriate to the customer/prospect and to the particular message being delivered.

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Don Draper and the Long, Winding Road to Cross-Channel Marketing Success

As most B2B and B2C marketers look in the mirror halfway through 2010, it’s a time for a brief pause to reflect on what it takes to successfully integrate and measure multiple marketing channels. Let’s face it, the last 10-15 years in the marketing business have been like no other in our lifetime and the next decade promises to be even more interesting and exciting. Makes me want to watch another episode of Mad Men to pinch myself on how far the marketing industry has come. Imagine Don Draper (chief character in the excellent AMC series, Mad Men) in a room full of web analytics folks? And no one was smoking or drinking?

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Become A Student of Social Media

Social media is about engaging. Like it or not it is about giving more than you receive. If you don’t know what your audience wants or how you can help them, then you don’t know what to give. What does that mean? It means that your efforts in social media, internet marketing and probably business in general are going to provide half the return they could if you took the time up front to know your customer, build your plan and execute.

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Let Them Eat… From the Distributed Marketing… Cake!

Distributed marketing is a powerful concept and capability allowing the corporate marketing organization to develop campaigns in support of enterprise business goals, maintain the brand’s images and messaging while enabling a local flavor to the organization’s marketing execution. When I think of Distributed Marketing, a couple things come to mind.

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Dating 2.0: The Revolution of Online Dating Through Beauty Segmentation

Online dating service OKCupid.com has taken the application of predictive analytics to a whole new level by ranking and segmenting the more attractive site users from the less aesthetically pleasing ones.

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Great Advertising for Next to Nothin'

Hasbro has launched an inventive new campaign for its NERF Brand that invites NERF owners to create and submit films of themselves using NERF products.

The Battle of the Ads is a web-based contest that includes social media, email marketing, and user-generated video.

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Your Customers Are Mobile, Are YOU?

Thanks to devices like the iPhone, BlackBerry, and now Android, mobile is no longer an afterthought in most marketing budgets, but a well-deserved line item. Be it through the skyrocketing number of iPhone and other Smartphone device sales or mindboggling downloads of applications — more than four billion on for the iPhone in less than two years — mobile is fast becoming a central channel for your customer engagement efforts.

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Marketing analytics impact on B2B nurturing

According to the Webster Dictionary, “nurturing” is the act of furthering the development of someone or something. In the B2B world, selling opportunities need to be developed over some period of time. Marketing analytics play a critical role over that period of time. They’re critical in what you are nurturing and how you are going about it.

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