Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
Did you know that 6 of 7 key players in a B2B buying process never visit your website? With account-based marketing you can now reach and influence your buyers across the web, by serving display ads only to your target accounts, and no one else. In this brief, educational webinar learn:
What is Account-based Marketing?
--Account-based (ABM) advertising - the basics
--Why should I run ABM programs?
--How it Works:
Prioritizing target accounts
Media buying, ad pacing, and more
Measuring ROI and reporting
Budgeting & Planning ABM programs
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
Did you know that 6 of 7 key players in a B2B buying process never visit your website? With account-based marketing you can now reach and influence your buyers across the web, by serving display ads only to your target accounts, and no one else. In this brief, educational webinar learn:
What is Account-based Marketing?
--Account-based (ABM) advertising - the basics
--Why should I run ABM programs?
--How it Works:
Prioritizing target accounts
Media buying, ad pacing, and more
Measuring ROI and reporting
Budgeting & Planning ABM programs
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
Sales Performance Dashboard Sales Comparison Sales By Product CategorySlideTeam
“You can download this product from SlideTeam.net”
Measure the sales performance product wise using this professionally designed presentation slide. This PowerPoint template assists you to analyze the sales numbers you achieved according to the product sold. You can use it understand which all products are performing well and helping you to achieve your goals and objectives and which products require some change in terms of quality improvement, marketing strategy etc. With our PPT design, you can evaluate every aspect of sales performance dashboard such as sales components, sales by product category, new customers, gross profit, brand profitability, sales by metrics and customer satisfaction. Every component of your sales can be shared with this innovative PowerPoint diagram. The presentation graphic is available in excel format which enables you to edit the data with your company details, replace the titles if required and then present it among your audience. Evaluating sales performance on regular basis assists you to understand the strengths and weaknesses of your product and allows you to make changes in your work strategy accordingly. Download sales performance dashboard now. Take their breath away with our Sales Performance Dashboard Sales Comparison Sales By Product Category. They will gulp in the oxygen of your thoughts. https://bit.ly/3xrnkMt
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Use this Marketing Communications Framework to define the activities required to successfully create, plan and execute a marketing communications plan.
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy.
Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
Marketing strategy and first 90 day planJanice Zhang
Janice is a senior marketing executive with a 16-year track record of delivering outstanding results for B2B & B2C companies. She put together this slide deck to help CMOs and VPs of Marketing define their strategy and first 90 day plan.
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]SP Home Run Inc.
(Preview Webinar for Go-to-Market Strategy Reboot Camp)
For founders, marketers, and sales professionals at B2B SaaS (software as a service), FinTech (financial technology), and IaaS (infrastructure as a service) firms -- especially startups, scaleups, and small businesses
How B2B prospects and clients research and make buying decisions has changed. Quite dramatically!
Some of the biggest names in the tech industry have figured this out. And they are shouting it from the rooftops:
Gartner found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.
McKinsey discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.
And LinkedIn, partnering with Edelman, concluded that “thought leadership remains critical to customer engagement, but breaking through the noise is harder than ever.”
However, most SaaS, FinTech, and IaaS startups, scaleups, and small businesses are largely unprepared to confront this once-in-a-generation change in purchasing behavior -- that’s approaching at jet speed whether your company is prepared or not.
And that’s why we hosted this webinar: to help you and your team upskill and stay relevant to how your prospects and clients want to buy.
When you watch the recording of 5 Go-to-Market Strategy Best Practices, you’ll learn how to:
Adapt your sales process to support your prospects’ and clients’ buying process
Build your team with the right mix of generalists and specialists, modeled after some of the most successful professional baseball teams on the planet
Connect the dots between marketing, sales, customer success, and product, so you approach go-to-market as a team sport
Get on the radar screen of the right strangers, in the right places, at the right time, and in the right context
Plan your content strategy for maximum relevance, efficiency, and effectiveness across the most popular formats
And much more!
This webinar is especially crucial for founders, marketers, sales professionals, customer success leaders, and product managers at B2B SaaS, FinTech, and IaaS firms -- especially startups, scaleups, and small businesses.
Learn About Go-to-Market Strategy Reboot Camp http://www.GTMReboot.com
Is your sales team ready to tackle a new fiscal year? Follow The Startup Seller's guide to Sales Planning to ensure you're ready to hit the ground running next year!
Customer engagement portal an up to-date guideCRMJetty
Learn about the customer engagement portal and the tips to choose the right one. Go through the feature list and implement all the strategies for business success.
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
Sales Performance Dashboard Sales Comparison Sales By Product CategorySlideTeam
“You can download this product from SlideTeam.net”
Measure the sales performance product wise using this professionally designed presentation slide. This PowerPoint template assists you to analyze the sales numbers you achieved according to the product sold. You can use it understand which all products are performing well and helping you to achieve your goals and objectives and which products require some change in terms of quality improvement, marketing strategy etc. With our PPT design, you can evaluate every aspect of sales performance dashboard such as sales components, sales by product category, new customers, gross profit, brand profitability, sales by metrics and customer satisfaction. Every component of your sales can be shared with this innovative PowerPoint diagram. The presentation graphic is available in excel format which enables you to edit the data with your company details, replace the titles if required and then present it among your audience. Evaluating sales performance on regular basis assists you to understand the strengths and weaknesses of your product and allows you to make changes in your work strategy accordingly. Download sales performance dashboard now. Take their breath away with our Sales Performance Dashboard Sales Comparison Sales By Product Category. They will gulp in the oxygen of your thoughts. https://bit.ly/3xrnkMt
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Use this Marketing Communications Framework to define the activities required to successfully create, plan and execute a marketing communications plan.
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy.
Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
Marketing strategy and first 90 day planJanice Zhang
Janice is a senior marketing executive with a 16-year track record of delivering outstanding results for B2B & B2C companies. She put together this slide deck to help CMOs and VPs of Marketing define their strategy and first 90 day plan.
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]SP Home Run Inc.
(Preview Webinar for Go-to-Market Strategy Reboot Camp)
For founders, marketers, and sales professionals at B2B SaaS (software as a service), FinTech (financial technology), and IaaS (infrastructure as a service) firms -- especially startups, scaleups, and small businesses
How B2B prospects and clients research and make buying decisions has changed. Quite dramatically!
Some of the biggest names in the tech industry have figured this out. And they are shouting it from the rooftops:
Gartner found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.
McKinsey discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.
And LinkedIn, partnering with Edelman, concluded that “thought leadership remains critical to customer engagement, but breaking through the noise is harder than ever.”
However, most SaaS, FinTech, and IaaS startups, scaleups, and small businesses are largely unprepared to confront this once-in-a-generation change in purchasing behavior -- that’s approaching at jet speed whether your company is prepared or not.
And that’s why we hosted this webinar: to help you and your team upskill and stay relevant to how your prospects and clients want to buy.
When you watch the recording of 5 Go-to-Market Strategy Best Practices, you’ll learn how to:
Adapt your sales process to support your prospects’ and clients’ buying process
Build your team with the right mix of generalists and specialists, modeled after some of the most successful professional baseball teams on the planet
Connect the dots between marketing, sales, customer success, and product, so you approach go-to-market as a team sport
Get on the radar screen of the right strangers, in the right places, at the right time, and in the right context
Plan your content strategy for maximum relevance, efficiency, and effectiveness across the most popular formats
And much more!
This webinar is especially crucial for founders, marketers, sales professionals, customer success leaders, and product managers at B2B SaaS, FinTech, and IaaS firms -- especially startups, scaleups, and small businesses.
Learn About Go-to-Market Strategy Reboot Camp http://www.GTMReboot.com
Is your sales team ready to tackle a new fiscal year? Follow The Startup Seller's guide to Sales Planning to ensure you're ready to hit the ground running next year!
Customer engagement portal an up to-date guideCRMJetty
Learn about the customer engagement portal and the tips to choose the right one. Go through the feature list and implement all the strategies for business success.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
With increased competition across multiple channels, small to mid-sized retailers now more than ever must optimize every sale. Leveraging the right POS system can help retailers create distinct customer profiles with unique buyer preferences to increase sales and enable better customer service.
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
What is the Difference Between Customer Experience and Customer Service?
Customer service is the direct one-to-one support that you offer to customers before, during, and after they purchase a product or service, and represents one small part of the full customer journey.
By contrast, customer experience encompasses all the interactions that they have with your brand.
5 ways to boost customer loyalty using data analyticsgroupfio1
Great customer experiences lead to higher retention rates, increased brand loyalty, and bigger customer lifetime value (CLV). Improving customer experiences can seem like a straightforward task, but unless you base new tactics and strategies on tools like zero-party data, you might be putting in effort and resources in the wrong places.
So, what are some RIGHT ways to use data analytics to improve customer loyalty? Here’s 5 ideas to help you get started building that data-driven competitive edge.
https://www.groupfio.com/5-ways-to-boostcustomer-loyalty-using-data-analytics/
Huge opportunities in the daily deal industry have been attracting a lot of players; this has given rise to several innovative methods to stay ahead in the game. Being in the industry from its inception, Team Oorjit have witnessed
what leads to the rise and fall of players. The objective of this guide is to keep you updated and give a brief guidance about the industry which will help you succeed.
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com
5 innovative ways to improve Omnichannel Customer Experience | BusinessezeeBusinessezee
Use the omnichannel marketing strategy for your company. This marketing increases client happiness and encourages loyalty. The five methods to enhance customer experience are listed below.
Winning the customer experience revolutionCatalyst
Good customer experiences retain customers and improve loyalty ... Here's how to get ahead of the CX revolution and create outstanding customer experiences that yield positive ROI.
Seventy percent of readers immediately delete emails that render poorly or require a lot of pinching and scrolling. On the other hand, responsive emails, designed to automatically adjust to any screen size, receive a 21% higher click-to-open rate than conventional emails. Here's how to design them and pitfalls to avoid.
CRM Evolution Conference: How to Create a Customer Experience MapCatalyst
Presented at the CRM Evolution Conference, August 18, 2014.
Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Analytical models and market research offer robust information, but are you overlooking an innovative approach to discover what your customers are thinking and doing? Customer experience maps examine customer emotions and attitudes through the learn, buy, enjoy, and advocate stages of the customer life cycle. The map identifies the gaps in your customer experience and delivers a framework for effectively improving it. This presentation walks you through the process of creating a customer experience map and gives real-world examples of how a major financial institution and an entertainment loyalty program were able to use their maps to identify gaps in their communications and processes.
Responsive vs. adaptive vs. device-specific: which one is best?Catalyst
Learn the differences between responsive design, adaptive design and device-specific sites, and when to use each one for maximum mobile website impact.
4 steps to supercharge your cross selling effortsCatalyst
Selling more products and services to existing customers is easier than acquiring new ones. Here are four basic steps to implement a systematic, customer-centric CRM program that will help you get more out of your cross-selling efforts.
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
Incrementality: How to calculate the real ROI of your marketing programsCatalyst
In marketing, what matters is not how much your target audience bought, but how much more they bought because of your marketing. That’s incremental sales, and it drives your true ROI. This white paper will show you how to calculate it
To measure ROI accurately, you must look not only at how much your customers spent, but how much MORE they spent because of your marketing. This white paper explores the concept of incrementality and shows you what you measure and how to control variables.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Life cycle marketing for the automotive services industry
1. Your Guide to More Effective Life Cycle Marketing Page 1
Your Guide to More Effective Life Cycle Marketing
For the Automotive Services Industry
WHITE PAPER
BY MEGHAN HOOSE, PROJECT MANAGER
2. Your Guide to More Effective Life Cycle Marketing Page 2
Forrester Research Inc., defines the customer life cycle as the phases a customer
passes through in the course of an ongoing relationship with a company.
Whether your goal is to increase ticket size, cross-sell additional products and
services, drive repeat visits, or all of the above, you will need a customer-focused
retention strategy that delivers the right message, to the right customer, in the
right channel, at the right time … through every phase of the buying journey,
from consideration through purchase through repurchase. You will also need the
customer relationship management (CRM) platform or software that facilitates
your strategy.
In this paper, we’ll explore some innovative CRM programs that have been proven
to work in the automotive services category. We’ll tell you why they work, what
type of data and CRM platforms you need to implement them, and show you how
to go about setting them up for your own automotive services business.
Whether you’re new to life cycle marketing or an experienced CMO, we hope you
will find several new ideas to test and implement.
WHO THIS PAPER IS FOR
Mid- and senior-level marketing executives, merchandising managers, and
customer experience specialists in franchised or corporate-owned automotive
services retail businesses.
Executive Summary
Step 1: Decide What You Should Focus On
Should you focus on acquisition or retention?
ACQUISITION
It can cost three to five times as much to attract a new customer than keep an
existing one. The probability of selling to an existing customer is 60%-70%, while
the probability of selling to a new prospect is just 5%-20%.
The strategy you implement for acquisition will differ significantly from the
strategy you implement for retention. For example, your acquisition program
will likely focus on differentiating you from your competitors and highlight the
benefits of your automotive products, services and location to prospects. You will
also want to use segmentation and modeling to identify and target your best customers
up front: the ones who will provide you with the most business over the years.
Ohad Hecht of ClickZ says:
“If your start-up days are
behind you and your business
is established, chances are that
growing your business will be
cheaper and faster if you retain
and sell to your existing client
base. This is not to suggest that
you need to abandon acquisition
efforts completely, but you
need to shift the focus to your
existing clients.” (Retention vs.
acquisition–and the winner is…)
Forrester Research Inc., says:
“Marketers obsess over
acquisition. Even as the lines
between marketing and
customer experience blur, our
survey respondents prioritize
customer acquisition efforts
over nurturing and deepening
relationships with their most
valuable and loyal customers.”
3. Your Guide to More Effective Life Cycle Marketing
Step 2: Get Ready
For truly effective life cycle marketing, these three steps are mission-critical.
Take them before you develop your program.
MAKE SURE YOU ARE OMNICHANNEL-READY
Do you have a truly holistic view of your customers and understand all the
various ways they interact with you and your brand? Have you done a marketing
communications audit? You will need to be prepared to support integrated,
relevant communications across all media:
• Advertising
• Direct mail
• Email
• Website
• Mobile
Customers’ expectations and preferences have changed. They expect businesses
to know them personally and provide relevant offers and promotions when they
need them, in the channels they want.
GET THE DATA. INTEGRATE THE DATA. ANALYZE THE DATA
Technology investment is critical to enable the omnichannel customer experience
and support a higher level of service. Your goal is to have your customers see
you as a single, consistent voice, no matter where and how they interact with
your brand. To do this—which for most automotive service providers is no small
• Search
• Display/retargeting
• Social
• In-store
getelastic.com, “customer aquisition vs. retention infographic
In our experience, after years of testing acquisition programs across various
channels for several national and international automotive services clients,
we have found that search engine marketing (SEM) outperforms every other
channel for new customer acquisition. Our advice: Don’t go crazy with direct mail
coupons, inserts, flyers, radio, or any other offline channel. Your customers today
are online, and you’ll get more bang for your buck if you focus on SEM to acquire
new customers. Your mileage, of course, may vary.
RETENTION
The goal of a retention program is to strengthen your existing customers’
relationship with you. Understanding the needs of your engaged customers and
providing them with relevant, customized programs will create loyalty and help
you meet your business goals. If you nurture and reward your current customers,
they will remain customers longer and evangelize your business to others.
4. Your Guide to More Effective Life Cycle Marketing Page 4
undertaking—you will need to license or purchase a CRM platform that can
integrate customer data across your entire organization:
• POS
• Ecommerce
• Loyalty
• Third-party independent data, such as demographics/psychographics
• OEM vehicle services recommendations
• Social media data/feedback
• Call center data/feedback
• Independent dealer/distributor data, if applicable
• Etc.
The ability to capture all customer data and customer interactions should
ideally form the foundation for your life cycle marketing strategy. The need for a
central, integrated connected data environment is fundamental to effective life
cycle marketing. Without this, it’s virtually impossible to do holistic, data-based,
localized, personalized marketing. And that is the future of automotive services
marketing (and every other kind of marketing, for that matter).
There are several CRM platforms out there designed specifically for the
automotive services industry. We have one. DMEautomotive has one. Salesforce
has one. Oracle, Eloqua, Experian, and all the other big data providers have one.
They all do different things for different kinds of automotive services providers at
different prices. Our best advice: Do your research and buy only the capability you
need and your stores will actually use.
DEVELOP A CUSTOMER JOURNEY MAP
A customer journey map helps you understand what your customers are
doing, thinking and feeling at every stage of the customer life cycle. It
includes qualitative, ethnographic research that will identify the gaps in your
communications cycle and help you anticipate your customers’ wants and needs;
it is based on their past behavior and their direct feedback throughout the learn,
buy, enjoy, and advocate phases of the life cycle. Learn more about the power of
customer journey mapping here.
TIPS:
For more information on
customer journey maps, visit
our Knowledge Center and
read “Journey to a Customer
Experience Map” by Jill Hewitt.
Jill is a customer experience
designer here at Catalyst.
5. Your Guide to More Effective Life Cycle Marketing Page 5
You should model your programs based on your customer data and your business
goals. Below is a sample communications program that we frequently use for the
automotive services industry:
MOST RECENT/ENGAGED CUSTOMERS
Start your life cycle communication strategy with the customers who have most
recently visited/purchased from you. Many direct marketing studies have shown
that these customers are most likely to repurchase and repurchase immediately.
Then concentrate on reactivating lapsed and lost customers—these tend to be the
lowest-hanging fruit.
WELCOME PROGRAMS
Welcome programs give you the chance to educate your customers about your
products and services, manage their expectations and set the stage for future
cross-sell promotions. They are the first step in developing a healthy, lasting
relationship with your customers. Welcome communications should be sent
immediately after the customer has signed up/opted in to receive future offers
and promotions from you.
THANK-YOU COMMUNICATIONS
A “thanks for your business” communications keeps you top of mind for future
nurturing and retention. Acknowledge the products/services they purchased
during their recent visit to support the notion that you know your customers.
Your thank-you program may or may not include an offer, but if you include one,
be sure it maps back to at least one of your business goals. For example, include
a customer satisfaction survey or a link to a customer preference page to gather
customer insights and preferred method of communication.
Step 3: Develop Life Cycle Communications Programs
TIPS:
Your communications should
always include relevant,
timely content and show your
customers that you know what
they want, when they want it,
and how they want it, based on
the data you have available.
CUSTOMER VISIT
6
MONTHS
0
MONTHS
6. Your Guide to More Effective Life Cycle Marketing Page 6
When should you send these communications? Get the thank-you out as
soon as possible via email and/or mobile (if customer has opted in for mobile
communications). Get the welcome communication out in a different channel, no
later than 48 hours after the first visit. And 24 hours is even better.
CROSS-SELL THE RIGHT PRODUCTS TO THE RIGHT CUSTOMERS
Your next communication should focus on cross-selling other products and
services … to the right customer, at the right time.
The most important thing that makes a cross-selling program effective is having
the appropriate data and business rules in place, so you know who purchased,
what they purchased, where they purchased, when they purchased, and what
they are most likely to purchase next. Someone who has recently purchased
transmission service or had their windshield replaced isn’t likely to need that
service in the near future, no matter how great your coupon. But someone who
purchased an oil change, or windshield wipers, or brake fluid, will. Sending
irrelevant customer communications will drive your response rates down.
Worse, it can damage your customer relationships because it shouts, “you don’t
know me and understand me.” Not only does data-driven marketing let the
customer know that you “know” him … it tells him what to expect when he visits
again. One of the most common complaints in the automotive services industry
is that customers feel “sold” when they’re in-store … that retailers are pushing
products they don’t want or need. However, if what you’re offering is relevant and
personalized to the customer’s needs … he’s not likely to feel intimidated when
your service technician makes a suggestion.
Of course, it’s critical that your technicians and CSRs have access to the data! See,
everything harkens back to that all-important data.
MORE ABOUT CROSS-SELLING
Cross-selling the right services and products is key to boost ticket size, so once
you figure out what the customer needs, use all channels for the best results.
Here are a few more suggestions:
Preview What’s Coming
Repeat purchases in much of the automotive services industry are
common. For example, tire rotation is recommended at certain mileage
intervals, windshield wipers need replacing every six months, etc. Many
automotive services industry customers may be routinely due for services.
Why wait until the moment they are due to repurchase? Implement a
preview program sent in advance to get them mentally and monetarily
prepared. This communication could be email/mobile only, to save
printing/postage costs.
TIPS:
Think of your thank-you and
welcome communications as
your “customer onboarding”
strategy.
7. Your Guide to More Effective Life Cycle Marketing Page 7
Remind Them
If your core offering is a product or service your customer should
purchase repeatedly—for example, tire rotation—then the core of your
life cycle program should be focused on getting the customer back to
repurchase that product or service. Implement a reminder or service
renewal program that is personalized and includes an incentive to buy again.
The reminder program should not be a one-time or one-touch
communication. Use direct mail, email AND mobile marketing to send
notifications to your customers when they may be due.
Don’t stop with one notification. Send another 14–28 days after the
first one (be sure to suppress customers who responded to the first
notification).
Reward Them for Their Loyalty
Pay special attention to your best customers—those who visit most often,
most recently and those with the highest average tickets. Tapping this
audience will also help your acquisition efforts. Use your loyal, existing
customers to advocate and acquire new customers for you. Implement
loyalty programs that are good for the customers and good for your
business by rewarding them for posting positive reviews about your
products and services and referring friends and family.
LESS-ENGAGED/LAPSED CUSTOMERS
It is less expensive to win back a former customer than it is to acquire a new one.
The majority of the customer life cycle campaign focuses on customers who are
already engaged with your brand. However, it is important to keep an eye on the
population of customers who have not visited/purchased from you in a while and
make attempts to rekindle the relationship.
Win-Back
Your focus should be on re-engaging them with your brand and
preventing them from switching allegiance to a competitor. Entice them
with a deeper discount on products and services. For example, if you
offer a set of windshield wipers for $19.99 to current customers, lower
the price to $14.99 for your lapsed customers. Determine when customers
attrite and pre-empt the loss with offers that include more relevant,
personal incentives.
“The reminder program should
not be a one-time or one-touch
communication.”
8. Your Guide to More Effective Life Cycle Marketing Page 8
SEGMENTATION
Not all engaged/current customers should be treated equally.
Campaigns that treat every customer the same, regardless of interest level and
life cycle stage, are not as effective as customized, personalized programs that
include relevant offers and specific content when customers need it.
During your data assessment, you may notice that you have groups of customers
who “look” similar. You may want to think about using segmentation to more
granularly focus on individual customers. Customer segments to consider:
• Customers who spend over $50 each time they purchase a product or
service from you
• Customers who consistently purchase a certain grade of product—think
high-end wipers or premium oil
• “Loyal” customers—defined by characteristics such as average ticket,
recency of visit and customer satisfaction, number of times visited, etc.
CHANNELS
Customers expect businesses to interact with them across all channels.
It is important that all programs are integrated, consistent, and show the
customer that you know him or her.
Email
Emails should be simple and to the point. Include short subject lines with
a relevant call to action or offer. For example: “30% off tires for your
Honda Fit.”
All email should include easy-to-find links to your privacy policy and an
opportunity to opt out. We recommend including a link to a customer
preference portal to make it easy for customers to update their
communication preferences.
Direct Mail
It is important that you keep the target audience in mind—your most
recent customers. They are already familiar with you and your brand,
so you may not need to go “big and bold” with regard to format. Over
the last 10 years we have tested all shapes and sizes of formats in the
automotive services sector. The clear-cut winner for both response rate
and return on investment has consistently been a 4.25” x 6” postcard.
Bigger may cut through the clutter, but it will cost you. Save the bigger,
flashier formats for acquisition campaigns.
“You may want to think about
using segmentation to more
granularly focus on individual
customer needs and business
goals.”
9. Your Guide to More Effective Life Cycle Marketing Page 9
Mobile
Mobile marketing is great for easy on-the-go access to your offers and
services. However, there are risks if you are not aware of the strict
requirements that come with the territory. Be sure to follow CTIA
guidelines and partner with an expert who knows the ins and outs of
mobile marketing—you don’t want to find yourself being fined for not
executing these programs correctly.
CUSTOMER PREFERENCE
Give customers the option to set preferences for content, channels, or cadence.
Greater data yields more personalized, relevant, and useful content. That, in turn,
gives customers better value and a stronger connection to your brand.
Similarly, when consumers choose communications preferences and brands
adhere to them, research shows that engagement, purchases, and customer
satisfaction soar. Ideally, customers should be steered to a preference center
early in the relationship, when their interest and intention are high. They should
be asked for basic contact data and the requisite opt-ins; find out what kind of
information or incentives they want, how frequently they want them, and which
communication channel is best for reaching them.
TEST. LEARN. RINSE AND REPEAT
Continually test the effectiveness of your programs to improve results.
As you roll out your customer life cycle programs, you will need to monitor and
review them on a regular basis to ensure they are still providing positive ROI and
steady customer retention rates. Implement a test-and-learn strategy to confirm
that your programs are meeting your goals.
Test-and-learn strategies compare customers who receive your communications
against those who don’t. Start small by testing one program at a time. For
example, implement a mail vs. no mail strategy (also known as a “holdback cell”):
• Create a mail list of customers you want to send a communication to
• Send mail to the majority and suppress it for the remaining 10%-20%
• Watch redemption and responses over a predetermined response
window. Then compare customers who visited/purchased after getting
a communication against those who didn’t
• If you see that more customers who got a communication visited/
purchased, you are on your way to rolling out an effective program
• If your communications don’t result in more visits/purchases … start
over (or call us)
Do you have a steady influx
of new customers? Are you
retaining the customers you
already have? How are your
programs working?
10. Your Guide to More Effective Life Cycle Marketing Page 10
ACCURATE CUSTOMER DATA
Valid customer data leads to better customer retention.
Developing a robust life cycle campaign is hard work. Make sure all that hard work
pays off by capturing customer contact information accurately. It’s critical that
your technicians and CSRs input mail and email addresses correctly into your POS.
Validate at Time of Visit/Purchase
Ask customers to confirm their contact info at time of purchase. Even go
as far as showing it to them on screen. Even the smallest mistake can
keep your data from being valid. Within 24–48 hours after the customer
visit, run the customer’s contact information through address verification
software. If it’s invalid, make attempts to correct it by looking them up on
USPS.com or even Google.
Don’t Be Shy
Ever heard the saying: Ask and you shall receive? Well, ok, that may not
always work when it comes to getting a customer’s contact information,
but the worse that can happen is that they say no. So, always ask. If
you offer an email and mobile program, ASK for their email address and
mobile phone number. Even if you have signage at your store encouraging
customers to sign up for email or text messages, it is a best practice to
remind them of the benefits of your programs and verbally ask them
during their visit.
Reward Your Employees for Valid Customer Data Capture
We all need a little motivation at our jobs. Why not incent your employees
to capture valid customer contact information? A little competition is
healthy in the workplace, so make it fun for your employees. For example,
the worker who captures the most customer data over a certain period of
time could receive a gift card to his or her favorite restaurant. Or, if you
are feeling really generous, maybe even an extra day off.
Don’t Forget the Offer Codes
If you use coupon codes, make sure they are “enabled” in your POS
BEFORE you offer them to customers. You’d be surprised to learn how
often marketers forget to do this. You will be able to more easily track
your discount programs if you set up the data ahead of time.
“Ask customers to confirm
their contact info at time of
purchase.”
11. Your Guide to More Effective Life Cycle Marketing Page 11
CAMPAIGN MANAGEMENT TOOLS
Save time with the right CRM tool.
It takes time to develop the right life cycle programs. It should not take as much
time to manage them.
Enter campaign management tools. Campaign management tools free you up to
work on the business, rather than in the business. They allow you to “set it and
forget it.™” You set up your criteria once … the tools take it from there. No need
to constantly keep your finger on the “go” button.
Which campaign management tools are most valuable?
Marketing automation tools
These enable you to send relevant communications across a multitude of
channels based on customers’ actions. They eliminate the guesswork—no
more trying to figure out what to send and when.
Reporting tools
These provide campaign tracking, business performance reports and
business intelligence to help you understand how your marketing
programs affect your business results.
Address improvement tools
These help you increase the size of your mailing universe by weeding out
incomplete or invalid postal and email addresses.
What criteria should you use to evaluate the tools you are considering? Ask yourself:
Do they save time?
You can save significant time by using one integrated CRM platform to
manage all your marketing campaigns vs. separate tools to send email,
mobile offers, etc.
Are they easy to use?
You should be able to easily set up and manage campaigns with minimal effort
and training. If your individual stores won’t actually use the tools, they aren’t
worth paying for.
Will they produce integrated communications across all my channels?
Any tool you choose should allow you to integrate multiple channels—
mail, mobile, email, social media, etc. Customers feel very strongly about
how they want to be communicated with. It’s important to offer all the
options they want and use to increase their engagement.
“Campaign management tools
free you up to work on the
business, rather than in the
business.”
12. Your Guide to More Effective Life Cycle Marketing Page 12
Do they kill a mouse with a cannon?
If you have 100 stores, you may not need a Salesforce or an Oracle.
Several studies have shown that some of the larger, more expensive CRM
platforms are not used across the organization. Some retail organizations
do better with a cloud-based tool. Others do better with a licensed
platform. Don’t buy more capability than you need.
CONCLUSION
Life cycle marketing programs are critical. Today, your only competitive
differentiator may be the experience your customer has with you. Without the
right data, the right communications and the right life cycle marketing strategy,
you’re not going to be able to keep up with your competitors. Clean up and
consolidate your database. Invest in the right tools. Train your people to use
them. Talk to your customers one on one, and use these proven CRM programs.
You’re likely to see a difference in your acquisition, retention and engagement
metrics almost immediately.
ABOUT THE AUTHOR
Meghan Hoose specializes in project management,
strategic planning, campaign analysis and
management, and franchise marketing for the
automotive services industry. She has built franchise
relationships for more than ten years at Catalyst, and
prior to that she led print, broadcast, direct and digital
marketing accounts at Saatchi & Saatchi. In her spare time, she adores
crime novels, horror movies, and spending time fishing with her husband
and son. She holds a BS in marketing and communications from Nazareth
College. Learn more about Meghan on LinkedIn or email her at
mhoose@catalystinc.com.
800.836.7720 | www.catalystinc.com | Facebook | Twitter | LinkedIn
“Without the right data, the
right communications, and
the right life cycle marketing
strategy, you’re not going to
be able to keep up with your
competitors.”