All posts by Gladys Ng

Closing the gap between offline and the online

January 31, 2018 Gladys Ng

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 […]

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Marketing Strategy

Acquisition customer journey

November 13, 2017 Gladys Ng

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 […]

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Marketing Automation, Omnichannel Marketing

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 […]