Getting real-time marketing right

An earlier blog in this space pointed out the pitfalls digital marketers dig for themselves when they favor speed and reach over context, continuity, and customer privacy in real-time marketing. That blog addressed what to avoid. This blog addresses what to emphasize to maximize the return on real-time efforts. Real-time starts with data Real-time marketing […]

Social media for the omnichannel age

Social media can feel overwhelming. It’s an ever-churning spectacle. News, frivolous musings, showbiz bombast, and intense reactions to social issues and personal slights float in relative proximity. Hovering within this haze, however, are possibilities for deeper connections with customers and prospects. No surprise, then, that marketers have been devoting themselves to plotting the perfect social […]

Conversion-focused conversation marketing

After almost two decades of experience in marketing—most of it leading a digital marketing agency—I feel obligated to help clear up a misperception that continues to perpetuate itself far and wide, even among some of our profession’s thought leaders. For the record, conversation marketing isn’t social listening. It isn’t chat bots. It isn’t voice assistants. […]

From “Fad to Fab” with Location Based Services (LBS)

It’s critical for all businesses to deliver real-time conversations and derive deep insights in this hyper-connected consumer world today. In this connected landscape, location is one factor most brands cannot ignore as they seek to facilitate customer engagement and understand ongoing conversations. Across a variety of contexts, Location-based Services (LBS) can help simplify consumers’ work […]

Close Encounters of the Smart Kind: Harnessing first-time visitor data to individualize the customer journey

The baseline for personalization has shifted. It’s no longer a “nice to have.” It’s a fundamental customer expectation. Today’s digitally savvy customers want totally tailored brand experiences right from the first encounter. And in exchange, they’re often willing to share some valuable information. That’s why marketers must make every click count. From those specks of […]

Closing the gap between offline and the online

The inevitability of omnichannel marketing and the imperative to deliver a seamless customer journey mean that online and offline marketing initiatives have become inextricably intertwined. Customers now expect brands to recognize and remember them as they move effortlessly from channel to channel and device to device. They can’t understand why the engagement they began while […]

Turn the “Top Trends for 2018” into a practical, plan of action

Every year around this time, the industry pundits all come out with their lists of the trends that will shape digital marketing over the coming 12 months. This year is no exception, and the lists are generously peppered with buzzwords like seamless journeys, personalization, artificial intelligence, IoT, omnichannel, and so on. After 20-plus years in […]

Acquisition customer journey

The Never-Ending Seamless Journey Congratulations. That prospect you’ve been nurturing with your seamless multi-channel marketing campaign just said, “Yes.” So what happens now? Does the seamless journey continue? Or does you new customer become little more than an account number with an email address. Failing to continue that carefully crafted, rewarding conversation you’ve already started […]

The ROI of persona building

In a recent study of companies that missed their revenue and lead goals, nearly three-quarters failed because they lacked a qualitative understanding of their personas. Conversely, companies that exceeded their revenue and lead goals were more likely to have analyzed the motivations of their consumers in detail. This marked difference clearly highlights the importance of […]

The patchwork customer journey
Why module-based marketing can never be seamless

The seamless customer journey is like that pot of gold at the rainbow’s end. Every brand covets it for their prospects and customers. Every marketing automation software vendor promises it to those marketers. But just how seamless can a user journey be when its path is a loosely stitched patchwork of disparate, disjointed modules never […]

Who abandoned the cart? Your customer or you?

Where marketing is concerned, omnichannel and retail seem to make perfect bedfellows, given the boom in e-retailing globally. That’s the good news for e-tailers. Online shoppers abandon their shopping carts somewhere in the range 67 to 78 percent of the time depending on the source, which translates in billions upon billions in potential lost revenue […]