“Persona” is in “personalization.” That’s obvious (and cheesy) I know, but most of us know by now that personas are incredibly helpful in informing teams who their main customer types are, their pain points, and their goals and desires. Most marketers have a history of using and targeting personas in campaigns and strategies. The more […]
Personally identifiable information, or PII, is self-explanatory and it’s nothing new. It hails from the age of mail-order catalogues and memberships. PII is data you use to identify — and serve — your customers. PII is the bedrock of marketing. Today, marketers still collect PII, in fact, lead magnets are meant to collect customer names […]
“Be quick, be there, be present.” That’s from Google, when they first coined “micro moments” in 2015. With the age of assistance, that’s exactly what marketers should do with micro-moments, offering fast and relevant answers meant for those spare moments when your target customers are actively looking for what you offer and the chance for […]
Personalized marketing is omnichannel marketing. After all, your marketing strategy is not personalized at all if your customers have to create their own personalized experience. Right now, as you read this, your target customers are online or in stores, on their phones or laptops, in apps or platforms, watching videos on YouTube or Instagram, researching, […]
The shift toward guarding customer data will boost influencer marketing
The Cambridge Analytica scandal still makes people paranoid about Facebook, but marketers weren’t really surprised about it. We know how data exchanges work…and that nothing is really free. What was a surprise was Facebook’s lapse in noticing and/or stopping Cambridge Analytica’s misuse of customer data. They paid the price ($60 billion lost) and they’re still […]
The marketing landscape is shifting in this new decade, thanks to marketers finally implementing martech (including AI) to adapt to customer demands and expectations. The same agility and intelligence we can utilize for hyper-personalization can be applied to account based marketing.
Customer Data 101—How to Collect and Use It in Lawful and Good Ways
It’s projected that 2020 is the year marketers will finally stop being so scared that personalization is invasive, by making personalization impressive.
The marketing trend of the decade: insight-driven and customer-focused
It’s hard or near impossible to plan for the future, especially with constant changes and updates to marketing innovation, but marketing leaders are always a good sounding board on giving insight and even predicting what would catch on sooner or later.
CRM can and should serve marketers on the challenge of attracting new prospects and keeping existing customers. The answer to that challenge is staying relevant and in step with customer preferences and expectations.
