Target Marketing

09/01/2020

Plus, what does this mean for direct mailers?

The United States Postal Service is a vital institution in our economy, democracy, and history – and future. And, while we were on summer vacation, the ugly state of today’s politics brought it to the top of the news cycle. Well, maybe that’s a good thing.

08/31/2020

Look up from the spreadsheets and analytics platforms. Force a midlife crisis on your brand, your campaigns, your marketing collateral, even your own career.

The same issues that face us mere mortals must be confronted by the marketers behind the faux corporate persons we call the brand. Your brand won’t naturally face a midlife crisis, but maybe you should force one on it so you don’t end up with a zombie "Why Bother Brand."

08/28/2020

"What this taught me is that brands need to actually go through their own customer experience."

At the end of the day, the moving experience really helped me think about how I counsel my clients on their customer brand experience. By walking in your customer's shoes, you’ll discover what’s working with your brand experience and what is not.

08/27/2020

With A/B testing alone, there’s no way to answer a number of critical questions needed to improve the customer experience and, therefore, increase conversions.

While marketers have their choice of tools to measure performance of websites, ads, social media, and other customer touch points, they rarely understand the “why” behind audience actions. While A/B testing can help to validate gut instincts, there's a way to go a step further to get into the mi...

08/26/2020

As deeper efforts yield declining returns, advertisers seeking to maximize effectiveness should balance their investments in data-driven targeting with a greater focus on creativity and storytelling.

After two decades of relentless progress, personalization is reaching its high-water mark. As deeper efforts yield declining returns, advertisers seeking to maximize effectiveness should balance their investments in data-driven targeting with a greater focus on creativity and storytelling.

08/25/2020

The mindset you apply to your marketing and business operations in this challenging environment will determine if you succeed or fail. Historically, the companies that succeed through tumultuous times are those with leaders who have this common characteristic: http://ow.ly/VVDr50B8xiy

08/20/2020

Data doesn’t entirely eliminate the guesswork, but analyzing the data correctly via sales enablement software certainly narrows the focus.

Much the way teachers need a grading system to properly prioritize individual curricula for schoolchildren, brands should rely on engagement-based analytics to shape marketing content. Data doesn’t entirely eliminate the guesswork, but analyzing the data correctly via sales enablement software nar...

08/19/2020

TikTok’s growth is undeniable, and brands are clamoring to make it part of their social media campaign strategies. The only problem? TikTok isn’t the same as other social media platforms.

Here, secrets to successful TikTok campaigns: http://ow.ly/Avsa50B2PuR

08/18/2020

In the education sector, remote education is not so easy for many students (and educators). At least that’s what a Marketing EDGE survey – conducted in late spring and released in a report last month – has revealed.

In the education sector, remote education is not so easy for many students. At least that’s what a recent Marketing EDGE student survey has revealed. I recently spoke with study author Marie Adolphe about the findings, and what education – and the workplace – can take to improve the situation ...

08/14/2020

No. 3: The use of SMS messaging has skyrocketed.

Since the start of the pandemic, we have been tracking how our clients have been adjusting to capitalize on the massive shift to digital channels, drive better engagement with their audiences, and create higher levels of trust and loyalty. Here are six big takeaways.

08/13/2020

Landing Page Experience is one of three important criteria Google uses to assign an Ad Quality Score. Many people agonize over the right keywords and copy for their Google Ads, but spend no time working on their landing page — this is a huge mistake.

Landing Page Experience is one of three important criteria Google uses to assign an Ad Quality Score. Learn how to improve your scores, and in turn, increase your ad impressions while lowering your costs.

08/12/2020

Let’s consider three scenarios where collaboration is essential and drill down into how we can all work together more effectively.

As someone who has functioned in both roles, I have insights into what makes CEOs and CMOs tick, how they communicate, what marketers can do to improve their relationship with the CMO, and how an aligned CEO and CMO can provide a competitive advantage.