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 inbillions upon billions inpotential lost revenue per year. […]

Anatomy of an SMS for the marketer

“Macy’s Promo Alerts: Enjoy extra 20% off + last call for Free Guaranteed Father’s Day Delivery: http://resu.io/aW7rt. Details: http://resu.io/fDaE7. Txt STOP=End” This is an example of a well written marketing SMS. Marketers meticulously budget their available resources among various campaigns and channels to garner maximum returns, but often fail to efficiently budget the 160 characters […]

Three benefits of using propensity to drive customer engagement

Did you know? Only about 25% of digital marketers are aggressively using big data insights, according to a recent study released by Seattle-based 2nd Watch. Segmenting the right audience and creating the right message goes only halfway into formulating the perfect marketing strategy. Imagine getting into a sword fight with an Excalibur but being blindfolded at the same […]

Don’t Make Them Hate You

Day 1: Let’s suppose you register with an online retailer while making an online purchase for some jeans, and receive a personalized welcome mail promptly. You are more than happy with the special attention and it marks the beginningof your journey. Day 3: “Here are some things you might be interested in”. You can see, […]