Mammoth Mountain optimized its marketing channels by targeting specific audiences based on their relationship to the brand. Those with known intent to purchase, like past customers and booking anniversary recipients, received personalized communications through email and on-mountain messaging. Retargeting campaigns reached those showing interest in products online. Less targeted campaigns aimed at wider audiences to identify new prospects. Data integration allowed segmentation into groups that yielded the highest engagement and return on investment when marketed to through different channels including email, Facebook, search, and direct mail.
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
LSA16: Constant Contact - Automated Facebook Ad Creation with EmailLocalogy
At LSA16, Douglas Thompson of Constant Contact discussed the company's new Facebook integration that turns emails into Facebook ads and shared some early results. For more on the session visit: http://bit.ly/21Uln8k
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Today’s digital marketers are inundated with customer data. We spend countless hours analyzing this data to better understand our consumers so we can reach them at the exact right moment. Let Bing take some of this work off of your plate and check out this presentation from Microsoft’s Itir Aloba-Curi and Angela Bahreyni. Originally presented at a Boston SEMPO event in November 2016, the presentation includes findings from Bing’s recent Consumer Decision Journey study and addresses the value of brand bidding.
Key Concepts for Implementing a Data-Driven Email ProgramMediaPost
The numbers are clear, with a median ROI of 122%, email is still one of the best channels in your marketing mix. But with engagement falling, your strategy needs to go beyond traditional segmentation and reach customers at a more personal level. Join Kim Jennett as she demonstrates key strategies to drive contextually relevant experiences to the right customer, at the right time on the right device. This 30 min presentation will give you actionable insights you can employ today.
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
LSA16: Attribution Revolution - The New Location AnalyticsLocalogy
This LSA16 session explored the state of the art in location analytics and explains why all publishers, platforms and agencies will need to be able to demonstrate offline impact and optimize against real-world actions such as store visits and in-store sales. For more on the session visit: http://bit.ly/1nxuEQL
Content Marketing: A discussion about McGladrey's 300% increase in content pr...MarketingSherpa
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live.
Join Daniel Burstein, Director of Editorial Content, MECLABS, for a 30-minute interview with Eric Webb, Senior Marketing Director, Corporate Marketing and Brand, McGladrey. You’ll hear how Eric’s his team developed a content creation engine to drive increased thought leadership and lead generation.
They'll cover:
• How McGladrey increased its Web visits per month by 100%
• How Webb’s team created energy around content for subject-matter experts, who in turn, wanted to produce more content
• How writers' productivity tripled
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live, or view past webinars here: http://www.marketingsherpa.com/webinars
There are hundreds of inbound marketing metrics you can use to evaluate the effectiveness of your business’s inbound marketing plan. But how many of them can really indicate how well you are doing in terms of business outcomes (sales & revenue)?
Using marketing analytic s to make the right decisions.fastmailsender
You need not pay attention to every single like and share, but it is important to know where your audience is coming from whether the network is leading to website visitors and especially buyers, the demographic breakdown of customers who found your website through social media, etc.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...cloud.IQ
Today just 2% of visits to a website result in a sale. According to Forrester, for every $100 spent driving traffic to an ecommerce site, just $1 is spent on converting prospects to customers. This webinar presents a very strong case as to why ecommerce brands should now shift their focus to customer conversion.
Watch the webinar and discover how you can leverage very recent advancements in technology to improve customer conversion and significantly increase online revenue, in a way that requires much less cost and effort than ever before. As even the smallest increase in conversion rate can result in a significant increase in revenue, a focus on conversion rate optimisation (CRO) makes financial sense.
You will also learn how an effective CRO strategy can enhance a multi-channel experience when integrated in the most effective way. Designed for ecommerce brands looking to leverage the latest in digital thinking and technology, this webinar presented by ecommerce conversion experts cloud.IQ together with strategic digital marketing agency McCANN Connected will provide you with the complete picture.
Don't miss expert strategic insights, best practice tips and techniques as well as brand case studies that illustrate how you can increase online revenue by up to 12% using the approach presented.
Essential learnings:
Effective CRO integration as part of a multi-channel brand experience
How to optimise the entire customer journey to purchase
The value of a real-time automated and personalised approach
Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Wind...WhatConts
Integrating eCommerce Data with email software, Analyzing Customer Retention, and Automating Email
Marketing
Windsor Circle announced an exciting new partnership with Lyris, a global leader in digital marketing software, during this popular webinar which covers the 9 powerful automation capabilities every retailer can harness to double their repeat buyers, realize 5x customer lifetime value, and see fantastic ROI from segmented, automated, and personalized email marketing campaigns by leveraging eCommerce data.
In this webinar, Andrew Pearson, Windsor Circle's VP of Marketing, and Brad McGinity, VP of Sales, highlight and explain the most important data sets to leverage for smarter email marketing, explore best practices and demonstrate how any retailer can begin or enhance data-driven, automated marketing programs within your email software.
We place a special emphasis on the data, segments, and automated emails you can build to have a measurable impact before, during, and after the holidays. From Welcome Series to Win Back Campaigns, Product Recommendations to Replenishment Campaigns, we teach you how to integrate, analyze, and leverage your eCommerce data within your email marketing software of choice to automate your retention marketing.
LSA16: Constant Contact - Automated Facebook Ad Creation with EmailLocalogy
At LSA16, Douglas Thompson of Constant Contact discussed the company's new Facebook integration that turns emails into Facebook ads and shared some early results. For more on the session visit: http://bit.ly/21Uln8k
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Today’s digital marketers are inundated with customer data. We spend countless hours analyzing this data to better understand our consumers so we can reach them at the exact right moment. Let Bing take some of this work off of your plate and check out this presentation from Microsoft’s Itir Aloba-Curi and Angela Bahreyni. Originally presented at a Boston SEMPO event in November 2016, the presentation includes findings from Bing’s recent Consumer Decision Journey study and addresses the value of brand bidding.
Key Concepts for Implementing a Data-Driven Email ProgramMediaPost
The numbers are clear, with a median ROI of 122%, email is still one of the best channels in your marketing mix. But with engagement falling, your strategy needs to go beyond traditional segmentation and reach customers at a more personal level. Join Kim Jennett as she demonstrates key strategies to drive contextually relevant experiences to the right customer, at the right time on the right device. This 30 min presentation will give you actionable insights you can employ today.
Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.
LSA16: Attribution Revolution - The New Location AnalyticsLocalogy
This LSA16 session explored the state of the art in location analytics and explains why all publishers, platforms and agencies will need to be able to demonstrate offline impact and optimize against real-world actions such as store visits and in-store sales. For more on the session visit: http://bit.ly/1nxuEQL
Content Marketing: A discussion about McGladrey's 300% increase in content pr...MarketingSherpa
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live.
Join Daniel Burstein, Director of Editorial Content, MECLABS, for a 30-minute interview with Eric Webb, Senior Marketing Director, Corporate Marketing and Brand, McGladrey. You’ll hear how Eric’s his team developed a content creation engine to drive increased thought leadership and lead generation.
They'll cover:
• How McGladrey increased its Web visits per month by 100%
• How Webb’s team created energy around content for subject-matter experts, who in turn, wanted to produce more content
• How writers' productivity tripled
Visit http://www.marketingsherpa.com/webinars/signup to register for the latest presentation and get your questions answered live, or view past webinars here: http://www.marketingsherpa.com/webinars
There are hundreds of inbound marketing metrics you can use to evaluate the effectiveness of your business’s inbound marketing plan. But how many of them can really indicate how well you are doing in terms of business outcomes (sales & revenue)?
Using marketing analytic s to make the right decisions.fastmailsender
You need not pay attention to every single like and share, but it is important to know where your audience is coming from whether the network is leading to website visitors and especially buyers, the demographic breakdown of customers who found your website through social media, etc.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...cloud.IQ
Today just 2% of visits to a website result in a sale. According to Forrester, for every $100 spent driving traffic to an ecommerce site, just $1 is spent on converting prospects to customers. This webinar presents a very strong case as to why ecommerce brands should now shift their focus to customer conversion.
Watch the webinar and discover how you can leverage very recent advancements in technology to improve customer conversion and significantly increase online revenue, in a way that requires much less cost and effort than ever before. As even the smallest increase in conversion rate can result in a significant increase in revenue, a focus on conversion rate optimisation (CRO) makes financial sense.
You will also learn how an effective CRO strategy can enhance a multi-channel experience when integrated in the most effective way. Designed for ecommerce brands looking to leverage the latest in digital thinking and technology, this webinar presented by ecommerce conversion experts cloud.IQ together with strategic digital marketing agency McCANN Connected will provide you with the complete picture.
Don't miss expert strategic insights, best practice tips and techniques as well as brand case studies that illustrate how you can increase online revenue by up to 12% using the approach presented.
Essential learnings:
Effective CRO integration as part of a multi-channel brand experience
How to optimise the entire customer journey to purchase
The value of a real-time automated and personalised approach
Webinar: 9 pillars of Retention Automation, Oct 2013 featuring Lyris and Wind...WhatConts
Integrating eCommerce Data with email software, Analyzing Customer Retention, and Automating Email
Marketing
Windsor Circle announced an exciting new partnership with Lyris, a global leader in digital marketing software, during this popular webinar which covers the 9 powerful automation capabilities every retailer can harness to double their repeat buyers, realize 5x customer lifetime value, and see fantastic ROI from segmented, automated, and personalized email marketing campaigns by leveraging eCommerce data.
In this webinar, Andrew Pearson, Windsor Circle's VP of Marketing, and Brad McGinity, VP of Sales, highlight and explain the most important data sets to leverage for smarter email marketing, explore best practices and demonstrate how any retailer can begin or enhance data-driven, automated marketing programs within your email software.
We place a special emphasis on the data, segments, and automated emails you can build to have a measurable impact before, during, and after the holidays. From Welcome Series to Win Back Campaigns, Product Recommendations to Replenishment Campaigns, we teach you how to integrate, analyze, and leverage your eCommerce data within your email marketing software of choice to automate your retention marketing.
How does Staples manage marketing to small businesses in the digital age? Advice and insights for CMO's on how to position themselves and their companies as marketing continues to evolve.
Maria Del Amo and Steve Miller presented in a webinar sponsored by NAFCU Services new strategies to onboard new members. We took a look at current trends in the creidt union space and offer insight on how to maximize Credit Union's communications efforts to attract, retain and grow their membership.
Are you flying blind when it comes to growing your eCommerce business? Despite the fact that online shopping is infinitely more trackable than brick-and-mortar, we find that most executives and business owners still don't focus on proven metrics to grow their online revenue and valuation. As a result, their business doesn't grow as fast as it should.
In this webinar with AddShoppers and RJMetrics, you'll learn:
•Why emphasizing analytics is crucial for increasing online revenue
•The 6 top metrics growth focused eCommerce marketers should be tracking and improving
•How to integrate data analysis into your workflow
Assessing marketing campaigns and communications can seem daunting. Determining a few important questions and then creating measurement tactics to get the answers is the key to success. What is it that you want a campaign to achieve? If you don’t know what outcomes you are aiming for, you won’t know what kind of campaign to build. In order to look ahead and set outcomes, you have to look at past performance to set benchmarks and baselines of where you have been. Learn how to set metrics, measure outcomes, and build meaningful reports in this session. Leave knowing that you can develop clear objectives, determine good baselines and benchmarks and build a campaign to meet your desired outcomes.
Our first Leeds Online Seller Meetup held on 7th April in Leeds Beckett University was really successful. We had attendance of 20 online
businesses and a representative from local chamber of commerce. There was an interesting mix of businesses selling fancy clothes, books to kitchen doors.
Email marketing is one of the oldest digital marketing tactics, yet it continues to deliver a higher ROI than just about any other online strategy. But this is not your father's email marketing anymore. That's right: this strategy has matured, and if you haven't revisited how you create email content since the early 2000's, you're most likely missing out on the major ROI and benefits of email. This topic takes an in depth look into six key areas of email marketing and how each has evolved. It's time to update your old email marketing strategy and move it to 2016 and beyond.
Data Driven Marketing: How to grow your online store
The presentation will cover how to create data driven marketing programs using the information collected in your Magento platform. The presentation will provide guidance on how on how to segment both your customer and product data to build data driven marketing programs.
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
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
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
Scott Buelter & Molly Holmes - Reaching the Unegaged: How to Stop Wasting Money on Channels that Aren’t Performing
1. 1
REACHING THE UNENGAGED: HOW MAMMOTH MOUNTAIN OPTIMIZED ITS
MARKETING CHANNELS TO REDUCE COST AND INCREASE REVENUE
DIGITAL SUMMIT DENVER 2017 CONFERENCE
3. 3
Ascent360 works with
Mammoth to integrate
their data and create
segmented lists to push
personalized, engaging
communications to
drive more revenue
from their marketing
efforts.
HOW IT WORKS: MAMMOTH +
ASCENT360
4. 4
How to optimize your digital marketing to yield the highest
ROI & how Mammoth Mountain put this practice into place
TODAYS DISCUSSION: IN 3 PARTS
• Part 1: To whom you should market
• Part 2: Where you should market to these people
• Part 3: What your investment strategy should look like
Facebook Search
Email
Direct Mail
Digital Display
Mobile
5. 5
CASE STUDY
“ABC Retailers” send a newsletter email on a monthly
basis to a full file of subscribed emails
JAN FEB MAR APR MAY JUN
95,000 95,000 95,000 95,000 95,000 95,000
THIS IS BOTH A WASTE OF MONEY AND LOSS OF REVENUE
8. 8
SPECTRUM OF THE TARGET
Known Intent & Identity
Interested & Similar Identity
Unknown (Hope?)
9. 9
Those who have
shown a desire to
make a purchase
Market Via:
• Booking Anniversary
• In-Resort Messaging
KNOWN INTENT TO PURCHASE
10. 10
BOOKING ANNIVERSARY
• Guests book
vacations the same
time every year
• Personalized content
for the season they
booked
• Drive sales by
reminding guests of
Mammoth
Why Does this Work?
ENGAGEMENT:
35%+ OPEN RATE
19%+ CTOR
RESULTS:
WEB BOUNCE
RATE 40%
11. 11
IN-RESORT
• Capture audience at
the right time and
right place
• Personalized
content that is
relevant to reader
• Drive purchases to
our business units
Why Does this Work?
ENGAGEMENT:
30%+ OPEN RATE
34%+ CTOR
RESULTS:
AVG 400% ROI
ON EACH GIFT
REDEEMED
12. 12
Individuals who have
been to one of your
product pages or who
have requested
information about your
product
Market Via:
• Lodging Retargeting
• Lift Ticket Retargeting
KNOWN INTEREST IN A PRODUCT
13. 13
LODGING RETARGETING
• Use web behavior to
target guests
interested in lodging
but not booked
• User generated
content for social proof
to encourage booking
• No offer needed
Why Does this Work?
ENGAGEMENT:
48%+ OPEN RATE
16%+ CTOR
31% BOUNCE
RESULTS:
WEB BOUNCE
RATE 25%
14. 14
• Use web behavior data
to target guests
interested in lift tickets
• Short and sweet
• 20% advanced
purchase offer
LIFT TICKET TARGETING
Why Does this Work?
ENGAGEMENT:
51%+ OPEN RATE
18%+ CTOR
RESULTS:
EXCEEDED WEB
REV GOAL BY 170%
15. 15
Recent customers
are almost certainly
your LARGEST &
BEST option for
your next sale
Market Via:
• Thank You + Upgrade
• Comeback Campaign
KNOWN RECENT CUSTOMERS
16. 16
• Purchase-driven email
thanking guests
• Relevant and timely
content
• Target loyal guests on
upsell messages who
are most likely to
purchase again
THANK YOU + UPGRADE
Why Does this Work?
ENGAGEMENT:
54% OPEN RATE
28% CTOR
RESULTS:
HIGH REVENUE
WITH NO LINK
TO PURCHASE
17. 17
• Encourage previous
guests to make a second
trip via email and email
• Personalized offer based
on previous purchase
data
• The more often they
come, the more loyal
they are
COMEBACK
ENGAGEMENT:
31% OPEN RATE
18% CTOR
RESULTS:
HIGHEST RPC
OF ANY REV
CAMPAIGN
Why Does this Work?
19. 19
KNOWN PAST CUSTOMER
Known Loyal / Past
Customers
• These are people who have
purchased from you in the
past.
• Perhaps your best
opportunity for significant
revenue $$$
Market Via
• Win-back
• Passholder Program
20. WINBACK
• Target guests who made
a purchase in the past,
but not returned recently
• Use both email and direct
mail channels to optimize
performance
• Opportunity to “win” them
back from competition &
increase lifetime value
Why Does this Work?
ENGAGEMENT:
20% OPEN RATE
16% CTOR
RESULTS:
148% ROI
18% RTN RATE
(VS 4-5%)
21. 21
• Audiences based on
previous purchase history
(REN, LAP, ACQ)
• High likelihood to
purchase a pass
• Once in program, highly
likely to purchase more
products
PASSHOLDER PROGRAM
Why Does this Work?
ENGAGEMENT:
20-50% OPEN RATE
6-32% CTOR
RESULTS:
EXCEED BOTH
REVENUE AND
UNIT SALES GOAL
23. 23
Also called “Hand-
Raisers”
• Correctly managed, can
be very high ROI target
• Hand-raisers are telling
you – “I am in market for
your product”.
• Give them the
information they need
and a reason to buy
Market Via:
• Welcome Series
KNOWN RECENT PROSPECTS
24. 24
• Capture audience when
first interested (email
sign-up)
• If no purchase, provide
engaging content to get
them excited
• Give them an offer to
drive purchase
WELCOME SERIES
2
3
ENGAGEMENT:
30-50% OPEN RATE
12-45%+ CTOR
RESULTS:
143% INC IN WEB
REV IN 3 MOS.
1Why Does this Work?
25. 25
It costs 6 to 7 times more to acquire
new customers than it does to keep
current ones.
WHY THIS MATTERS
SOURCE: WHITE HOUSE OFFICE OF
CONSUMER AFFAIRS
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Retained Customer New Customer
Acquisition Costs Vs
Retention Costs
72%
17%
6%
4%
1%
80% OF YOUR COMPANY’S FUTURE
REVENUE WILL COME FROM JUST 20%
OF YOUR EXISTING CUSTOMERS.
SOURCE: GARTNER
29. 29
• Which of these channels should you spend your time
and effort?
• Talk To Customers Where They Spend Their Time
BETTER TARGETING
FACEBOOK GOOGLE EMAIL
DIRECT
MAIL
DIGITAL
DISPLAY
CPC:
ROI:
$4.54
56%
$.24
76%
$.54
56%
$.08
354%
$1.24
15%
30. 30
CASE STUDY
THE AUDIENCE ANALYSIS
160,000
HAVE AN EMAIL
125,000
ARE SUBSCRIBED
75,000
HAVE
OPENED AN
EMAIL 6
MONTHS
95,000
280,000INDIVIDUALS IN DATABASE
Direct mail Facebook AdWords EmailDigital displaySearch
210,000 190,000 165,000 185,000
31. 31
• Response rate
drastically increases
with multiple
channels (by 3-10%
points)
• Only up to 70% are
emailable or direct
mailable
• Able to reach more
people through
lookalike audiences
PASSHOLDER PROGRAM
Why Does this Work?
EMAIL
DIRECT MAIL
FACEBOOK
32. 32
CUSTOMER ENGAGEMENT JOURNEY
Drive better experiences through one-to-one communication, build customer loyalty,
and increase visitation & the lifetime value of every guest and potential guest
35. 35
Unknown
Known intent to purchase
Known interest in product
Known recent customer
Known loyal customer
Known past customer
Known recent prospect
Unknown but interested
Known lapsed prospect
ROI BASED INVESTMENT STRATEGYROI
MARKET SIZE
