IoT and the continuously connected customer
“Today’s customer is at the center of every business transaction, and keeping the customer engaged has never been more vital than it is in our digital world. The customer journey is changing and to...
Five Tips for Effective Content Marketing Strategy
In a marketplace where brands bombard customers with messages across all devices and all channels all the time, the quality of marketing content and how well it’s deployed cannot be neglected. A 2017 Content...
AI gives email marketing a makeover
Email, the sturdy, longstanding cornerstone of digital marketing communications for both B2B and B2C companies, remains as vital and effective as ever. Compellingly written, well designed, and capped off with an irresistible call to...
Shiny objects: Hype vs reality at Gartner Digital Marketing Conference
A quick-and-dirty search of topics on the agenda for this year’s Gartner Digital Marketing Conference would indicate that artificial intelligence marketing was arguably the shiniest object in San Diego in May. At least a...
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...
From “Fad to Fab” with Location Based Services (LBS)
t’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...
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...
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...
Persona segmentation. What you really need to know.
We are well beyond addressing a whole audience segment and into the era of individualization. The first step towards this is Persona segmentation. A high-level clustering of audiences based not on their demographics and...
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...
