Browsing Category
Marketing
107 posts
Passikoff: What’s Scaring Your CMO Right Now?
We asked 463 CMOs and brand managers, “What keeps you up at night?”
Meet the Silver Apples: Steve Carbone
Meet 2022 Silver Apple Award Honoree: Steve Carbone, Chief Digital Officer at MediaCom On behalf of the…
Meet the Silver Apples: Steve Carbone
Meet 2022 Silver Apple Award Honoree: Steve Carbone, Chief Digital Officer at MediaCom On behalf of the…
Meet the Silver Apples: Jim Kabakow
Meet 2022 Silver Apple Award Honoree: Jim Kabakow, Former CEO of Media Horizons On behalf of the…
Social Listening Strategy: How to Get Started and Leverage It to Unlock Opportunities
Social listening tells you what the discussions around your brand are, along with how and where they’re happening.
Wiedemann: Managing Toward Invisible Pain
It is energizing and inspiring to get a good feed of current survey information, especially in this time…
Wiedemann: Where Eyeballs Are Going
For all of us in the fields of marketing and media we have always been taught (and seen for real) that dollars want to flow to where the right eyeballs are.
What Could You Do with Realtime Competitive Intelligence?
Back by popular demand! We’re showcasing the best of TheCustomer, featuring the most popular articles from the past…
Customer Attrition: Why are you Losing Customers?
What happens to these lost customers? Where did they go? Why did they leave?
The New Eight Ps of Relationshipping
Meet the new Eight Ps of Relationshipping: personalization, product personalization, presence, pervasiveness, publishing, platform, prediction, and privacy.
7 Ways to Better Utilise your Marketing Automation Platform
Gartner analyst shares a range of practical measures B2B marketing leaders can take to lift their utilisation of martech.
Setting Targets for Your Marketing KPIs Basically Ruins Them as KPIs
“Any observed statistical regularity will tend to collapse once pressure is placed upon it for control purposes.”
Passikoff: And Your Marketing Mantra is …
“Cheap” is the rational part of decision-making. Expectations are the emotional part.
What’s Keeping CMOs and Brand Managers Up at Night?
Dealing with competition is part-and-parcel of brand marketing and management life.
Overcoming Relationshipping Execution Challenges
In my consulting, I see how important Relationshipping is at the C Suite level and see the details one enterprise at a time - you could call that a view from 30,000 feet.
You’ll Create More Value with a Relationshipping Plan
It forms the basis for optimum budget allocation. It seeks to connect the dots (all touchpoints across the journey) for a uniform, good customer experience. A marketing plan is just not designed to do this.
Every Single Cognitive Bias in One Infographic
The human brain is capable of incredible things, but it’s also extremely flawed at times.
Insights-led Segmentation Is the Next Normal
More and more organizations understand the need to shift focus from mere campaigns and begin thinking about the customer. The challenge is to turn this blueprint into reality.
Marketing Technology for a Greater Good
What power can be harnessed when great creativity meets great passion, meets great technology.
How to Reduce Your Customer Churn Rate – 12 Strategies
Achieving a lower customer churn rate means understanding what is causing your current rate of turnover, and how you can eliminate the causes.
How to Fix B2B Buyer Personas
A half-hearted or misguided attempt to build buyer personas is not worth doing. Just forego the whole thing if you think there’s an easy button.
Why is Turning Customer Data into Usable Insights Still so Hard?
“What perhaps surprised us was the amount of technology and capability already in place across businesses. What was lacking was the trust in the data ..."
Avoiding Five Big Cognitive Biases in Data Science (and Marketing)
Sometimes it is useful to be able to make some sense out of the world based on limited information. On the other hand ...
The 2022 Guide to Email Marketing Effectiveness
Hansa has been working on email marketing for decades. The most important thing we’ve learned is, it’s not the email, it’s the customer.
Nudge Theory Needs More Context
Nudge theory techniques “often ignore the context of a problem” and can be too narrowly focused on changing specific behaviours while not taking into account environmental factors, according to speakers at the Festival of Marketing.
Ruth Stevens’ Ten B2B Trends to Watch in 2022
The last time I dared to compile a set of a year-end predictions was pre-pandemic, going into 2020. Astonishingly, many of them turned out to be true, or mostly so.
Martech Capabilities Exceed Marketing’s Ability to Utilize Them
It comes as no surprise, given the breadth of dependencies, and level of challenge, that delivery of personalized marketing messages and experiences requires more than just the right combinations of marketing technology features.
Forecasting a Complex Holiday Season – Brian Walker, Bloomreach
Brian Walker is Chief Strategy Officer at Bloomreach which, if you’re not familiar, powers something like 25% of…
Trends We Like: Brand Purpose and Values
Viewing consumers in terms of lifetime value and placing the emphasis on the end-to-end customer journey is the first step towards personalizing campaigns to the individual, not the persona.
Future-Proofing Your Marketing Capability
The challenge many organisations face is whether their marketers have the technical skills to enable these changes.
What’s Changing With Push Notifications in iOS15 (and What to Do About It)
A thoughtful push notification strategy that respects user preferences is at the heart of your preparation, as is an approach that prioritizes quality over quantity.
How to Build Partner Personas for Channel Marketing
How can they benefit you and just how do you go about building this so-called ideal partner persona?
Why the Sales Funnel is the Cockroach of Marketing Concepts
The now ubiquitous sales funnel started out as the linear and hierarchical ‘AIDA’ model (Attention, Interest, Desire, Action) which first gained traction in the personal, door-to-door sales era of the late 19th century as a way to teach salespeople how to push buyers towards a sale in a single conversation.
What to Ask when Selecting an Audience Engagement Solutions Provider
Audience engagement mechanics should not only use existing customer data to recognize and personalize each individual engagement journey, they should also gather that Earned Data in real-time and adapt each repeat visit accordingly.
Open Letter to CMOs: Saddle Up for the Long Haul
Why are CMOs leaving our CEOs at such an alarming rate (average tenure as low as less than three years)?
What are Customer Acquisition Costs and Why are They So Hard to Calculate?
By considering the customer acquisition costs, marketers have a more comprehensive overview of the financial and human resources required to generate and retain demand instead of distribution costs.
How to Improve B2B Sales and Marketing Alignment
Here are 5 ways you can create a culture of alignment between sales and marketing in your organization.
Marketing Psychology for the Win!
Crucially, marketing psychology picks up where behavioral science leaves off, exploring a much wider realm of psychological perspectives.
Trends We Like: a Little More Conversation, a Little Less Data
Your conversational marketing audience is much more insightful than your other channels. They'll tell you in their own words how they want to interact with your business.
Passikoff: Market Research Has to Earn It’s Place at the Table
Run-of-the-mill mid-20th Century market research is a superb rear view mirror, but a crummy windshield.
Eliminating Autopilot Marketing and Going Back to Basics
We are clearly entering a new chapter in digital marketing.
Athletes as Influencers – Fans as Investors
Compensating college athletes was the norm up until the late 1940’s at which point the NCAA restricted payments to athletes.
Your Data Privacy: How Much Do People Know?
It’s easy to forget that the convenience of using free apps, shopping online, and being able to communicate with people across the world at any time comes with the loss of data privacy and putting our personal information in the hands of companies that will make a profit on it.
The New B2B Marketing Journey
In today’s new era of B2B marketing, we need to adapt and shift our mindsets toward the buyer’s process. And that process must be connected, aligned, personalized and responsive to how buyers choose to make their purchases.
The Death Of Email Marketing (As We Know It) Is Coming This Fall
Apple is introducing a new Mail Privacy Protection with its iOS 15, iPadOS 15 and macOS Monterey updates coming this fall, which eliminates many of the email tracking and data gathering capabilities from email marketers.
How Can Brands Embrace the New LGBTQ+ness?
It's worth asking: what are, truly, the queerest places on the internet? And because Pride is becoming increasingly corporate, how can brands foster safe spaces for the LGBTQ+ community?
5 Ways to Show Empathy in Your Marketing Right Now
Empathy in marketing isn't new or rocket science– in the fictional 1950s, Man Men’s Don Draper was infamous for the way he'd frame a product's features around fulfilling human needs.
Look Beyond MarTech and Rediscover Emotional Connection
Yes, great MarTech tools solve problems; they eradicate swathes of tedious manual effort. But technology doesn’t remove the need to understand how the business can differentiate itself ...
Is Your Marketing Dashboard the Chevy Nova of Analytics?
Let’s make this simple. Anything that delivers “what” data, but not “why” insights is not doing its full job and should be discontinued.
Passikoff: Sports Fan Loyalty had a Rough Year
Our percentages indicate the contribution each loyalty driver makes in today’s pandemically-modified arena where leagues currently vie for fan loyalty.