As consumers and organizations alike venture into new channels such as mobile and social media, the once linear purchase path is breaking into an assortment of touch points that have very little do with marketers. The time has come for marketers to walk away from the traditional marketing funnel and pursue a new approach that […]
Tag Archives: Marketing lifecycle
Engagement indicates a person’s level of commitment. It can come in many forms, such as diamond rings or “@” replies. But engagement, however you get it, can be the difference between a stranger, a qualified lead and a returning customer. Think of engagement as a measurement of how committed a lead is to your brand. […]
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 […]
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 […]
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 […]
Last week, our partner Salesforce.com released its ExactTarget Marketing Cloud 2014 State of Marketing study that polled over 2,600 mid to senior level marketing managers across all industries. The report provides some interesting insights. In particular, I was most drawn to the list of priorities for marketers in 2014. 67% of marketers want to increase […]
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 […]
Lifecycle marketing has replaced the traditional approach to marketing tactics once focused solely on lead generation. It’s about engaged relationships. The Right On Interactive lifecycle marketing methodology focuses on the individual person (or company, depending on your business model) and their journey with your brand. By understanding where a person is in their “lifecycle” dictates […]
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 […]
Move over Big Data. Marketing automation became the new buzzword with marketers this year. The Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns report confirms the obvious as it discloses that 46% of all B2B marketers have already adopted marketing automation solutions in some form or another, and another 20% are actively evaluating […]