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Showing posts from September 18, 2017

2017 Email Marketing Industry Report: What’s driving today’s marketers?

As marketers, we navigate an ever-changing landscape of channels, trends and strategies to be successful — and email marketing is at the center of it all.Emma surveyed 200 marketers and interviewed over 25 industry leaders to learn what makes today’s marketers tick. What do they care about? What are they concerned about? What are their biggest challenges? And more importantly, how do they solve them?Get advice from industry leaders, and action items you can use today to evolve your email marketing and overcome your toughest challenges. Visit Digital Marketing Depot to download “2017 Email Marketing Industry Report: What’s driving today’s marketers.”

via Marketing Land

Why the C-suite loves loyalty

Increasingly, retail executives are talking about customer files, customer insights, customer experiences, engagement and loyalty in their earnings calls. While this used to be unheard of, it’s now commonplace, and it shows a shift in how the C-suite views loyalty — rightfully so, as loyalty is a shareholder’s dream program, and CEOs are taking note.Here are a few examples from recent earnings calls:Fran Horowitz, CEO, Abercrombie & Fitch:Our focus on closeness to our customers enables us to adapt and execute better and faster, ensuring more consistent delivery of the right product at the right time, with the right brand voice, and through the right brand experience … our rapidly growing loyalty programs, means we are better equipped to anticipate our customers’ needs whenever, wherever and however they choose to engage with our brands.Mary Dillon, CEO, Ulta Beauty:Our loyalty program continues to represent one of our most valuable assets, as of the end of July, Ultamate Rewards g…

To mobile consumers, impatience is a virtue: How the on-demand economy is reshaping micro-moments

Impatience is a virtue. This just might be the mantra for today’s connected consumer. They live in an on-demand economy where, with a few taps and swipes of their mobile device, they can have what they want, when they want it. As more devices and apps deliver instant gratification, the more it sets a new standard for customer expectations. Now, businesses in every industry will have to cater to “right now” consumers in mobile-first micro-moments or risk missing these critical engagement opportunities.It’s not the customer’s fault. They didn’t set out to expect everything whenever, wherever. But new technologies such as geo-location, mobile, social and always-on connectivity empowered consumers to get access to information and services on-demand. For better or for worse, this influenced consumer behavior beyond the point of no return.Brands must invest in micro-moments via anticipatory and relevant content and offer tailored, on-demand services to win. In other words, be there, be quic…

For Staples, it’s no longer just about office supplies

You might think that, for a company like Staples, it’s all about having the cheapest paper or the widest range of printer inks.It’s certainly about the products, Senior Director for Customer Analytics Mark Pickett told me recently, but it’s mostly about “how we engage with the customer.” (He will be speaking about “How Staples Used Martech to Transform Marketing and the Enterprise” at our MarTech Conference this October in Boston.)“What we’re doing is trying to establish a relationship,” he said. That echoes most other modern brands, but how does one establish a relationship when you just need some new printer ink?[Read the full article on MarTech Today.]

via Marketing Land

Thunder boosts personalization and performance following Adacus acquisition

Creative management platform Thunder has announced it has completed its purchase of AI-powered targeting platform Adacus — and, as a result, is adding three capabilities to improve personalization and performance. Deal terms were not made public.CEO Victor Wong told me that Thunder, which offers tools for creative ad production, had been working since last year with Adacus, which focuses on measurement and targeting. As a result, the two platforms are already integrated. Both companies are based in San Francisco.Post-acquisition, Thunder now offers creative multi-touch attribution, where it can measure the contribution of a particular creative element like a photo to a conversion.[Read the full article on MarTech Today.]

via Marketing Land

What is SEM?

If you are coming to this article as a novice, I know what you are thinking. “Not another damned 3 letter acronym! Don’t we have enough?”Well, apparently not, and unfortunately there isn’t all that much we can do to stop the ever growing database of aforementioned acronyms.We must therefore get accustomed to not only knowing what they stand for (Search Engine Marketing, in case you were wondering) but also what they actually mean.The first one is pretty easy. You now know what SEM means in its most basic form – “search engine marketing”. However, the issue is that even those in the SEM industry will disagree on what the component parts of search engine marketing are or what the main focus of SEM is.At Search Engine Watch we have covered this topic back in 2014, but much has changed since then. We’re going to take a slightly different tack with this one. Instead of looking at what major organisations and websites define as SEM we’re going to look at what could possibly be encompassed b…