Difference makes the world go around. I frequently remind myself this world would be very boring place if we were all the same. Lifecycle marketing strives to recognize, accept and celebrate customer differences. Long gone are the days where it’s considered sensible to market with blind eyes, assuming all customers want the same information, at […]
Tag Archives: marketing campaigns
In the beginning of Internet marketing, brands just had a website. Then came email, which was followed by branded blogs, social, video and mobile. Today brands’ owned media includes dozens of online channels, each with their own niche content delivery and audience. But all of those channels have one thing in common: They are content […]
“People read what interests them. Sometimes, it’s an ad.” Marketing pioneer Howard Gossage died in 1969, but his message is fundamental to understanding what content marketing is, and sometimes even more importantly, what it is not. This basic distinction between traditional, interruption-based advertising, and the audience-centric content marketing solution is key to understanding how you […]
Loyalty marketing is an approach to marketing that is focused on growing and retaining existing customers through incentives or rewards. Take a look at your keyring. Chances are you have some loyalty membership cards next to your car keys. Whether you join loyalty programs to earn discounts and free products or you just like the emails with additional […]
It’s only natural that as businesses and technologies evolve, so does marketing. Many marketers believe to maintain a competitive edge, they need to invest budget and time into learning new concepts, strategies, techniques and technologies. This can be risky as many new ideas or products have yet to be proven. In addition, what worked for […]
Let’s get down to it: What makes lifecycle marketing automation different from marketing automation? What makes one a better candidate than the other for an organization? Can lifecycle marketing work for B2C companies? What about B2B2C? How about higher education? These are questions we hear frequently by organizations of all sizes, varying verticals and with […]
As we embark on a new year, full of opportunity and optimism, it’s in marketers’ best interest to explore new ideas and question old strategies. That is, after all, how change is made. However, most marketers may have more than just a couple of changes they would like to make in their overall strategy. How […]
Last week, a bunch of articles and blog posts were published on Canada’s new anti-spam legislation. Some authors provided analysis of the new law and others lamented the new rules by which organizations must adhere to when marketing their goods and services within Canada. Of course, this law is more concerning to those of us […]
Customer Relationship Management, Email Marketing
Five Tips for Successful Email Engagement in a Multi Device World
Email, despite the challenges, remains one of the best ways to reach out to customers. However, this does not mean email delivery doesn’t have to change with the times to stay relevant. One of the biggest challenges today is cross-channel optimization, considering recipients now access emails from many devices ranging from desktops to smartphones and everything […]
A lot of marketers like love to use the phrase “multi-channel marketing.” I’m going to come out and say right now that this term is overused. Upon seeing it, my inner English major and language teacher instinctively flash alarms that cause me to cringe: “Warning … jargon!” Let’s dig deeper: What do we marketers mean […]