Marketers, Stop Saying Email is Dead
Like the seasons come and go, so do rumors of the death of the highest ROI-generating marketing channel, along with new marketing avenues replacing it. According to Campaign Monitor, “The “death toll” of digital marketing channels continues to grow—but we can’t always believe the dramatic claims we hear… Email marketing isn’t dead but it is changing. Email marketing is evolving, and as marketers, we have to evolve with it.” GDPR is often named as the main offender in killing email. If you are an email marketer, you’ve had to deal with new opt-in permission rules, proof of consent systems, and the fact that consumers can ask to have all their personal info deleted at the drop of a hat. For anyone relying on data collection to target users (aka every business doing it right), GDPR has drastically changed the way we market. But GDPR has not killed email marketing! In fact,…
How To Maximize Customer-Centricity In Your Mobile Marketing Approach
79% of consumers use their smartphones to help with shopping, according to Econsultancy. This is because today, traffic is driven by mobile. In fact, 1 in every 2 millennials in the US has downloaded a mobile shopping app. With the evolution of smartphones, tablets and other devices, your current and potential customers are never far away. In fact, if you look at the people around you, mobile truly seems to be at the center of their universe. On the other side, companies are continuing to adopt a mobile-centric approach when selling to customers. Just as mobile is at the center of our customers’ worlds, we need to continuously be sure that our customers are at the heart of our mobile strategy. Mobile has the ability to connect our customers with our brand 24 hours a day, 7 days a week. Real-time marketing with mobile is essential to our success! And just when you…
MAPP Intelligence Takes Data-Driven Cross-Channel Marketing to the Next Level
With the launch of Mapp Intelligence powered by Webtrekk, Mapp proudly introduces an intuitive solution that generates clear customer insights for the finance, e-commerce/retail, and publishing industries. This innovation is a substantial step towards the integration of Webtrekk’s customer intelligence and marketing analytics software with Mapp’s digital marketing cloud, Mapp Cloud. Mapp Intelligence powered by Webtrekk enriches Mapp’s portfolio, comprising the Mapp Engage cross-channel execution engine and the Mapp Acquire data management platform to deliver a truly comprehensive package for real marketing intelligence. The customer intelligence solution – enabling the collection, analysis, and activation of first-party data – is the “brain” of Mapp’s digital marketing cloud. Mapp Intelligence powered by Webtrekk delivers the following services: Artificial Intelligence: Using artificial intelligence, predictive analytics can accurately forecast the customer lifetime value or conversion and churn probabilities. Future sales trends can thus be predicted and marketing budgets adjusted accordingly. The Smart Alert function also…
How to Optimize Your Marketing Technology Stack with Unified Customer Data
This whitepaper uncovers the challenges marketers face in today’s world of marketing technology, as well as the solutions. The challenge lies with deep-rooted data silos that cause fragmented data and, in turn, fragmented marketing. The solution can be found in breaking down those data silos, allowing for the free flow of data between marketing technology platforms and organizational departments. With this converged data infrastructure, the marketer will be able to create a 360-degree profile of their individual customers, providing the foundation for truly customer-centric marketing. Find out how data silos are impeding your business’ success Learn how to break through silos and converge data on a customer data platform (CDP) Discover how single customer profiles based on real-time data will enable customer-centric marketing This article was first published by MAPP. Permission to use has been granted by the publisher.
The New Role Of CDP In Data-Driven Marketing
How many is quintillion? Good news; we have a tremendous amount of data about consumer behavior. Targeting and reaching customers with the perfect message at the perfect time should be a breeze, right? Bad news; IBM estimates that 2.6 quintillion bytes of consumer data are being generated every single day. At any given moment, consumers are interacting with brands via multiple touch points across various data collection points, channels or silos. Due to the complete disarray of all the customer data, much is lost, making it is impossible to get a complete view of our customers. No data left behind With all of these potential touch points, it is more important than ever to reach our customers with a seamless and personalized message sent at the perfect time. Wouldn’t be great if we could use ALL the information from our website, 3rrd party sources, CRM, ad server, and offline marketing to communicate…
The 10-Step Checklist To Kickass Email Deliverability Results
The success of your email marketing campaign depends heavily on good deliverability. If your emails aren’t getting delivered, then email marketing is a massive waste of time and money. We loved eDataSource’s blog post about the ten “do-not’s” in email deliverabilty – so we created the list of “must-do’s” to ensure your email marketing gets kickass results. 1. Send your emails on a regular schedule to a consistent contact list. 2. Remove the hard bounces and “complainers” (people who marked your email as spam) from your list after each campaign – and delete them permanently. Inactive accounts stay inactive; complainers don’t want your mail. 3. Don’t use IP or domain hopping. The times of “burnt IPs” are over. Now ISPs want to identify you and assign a reputation reflecting your practices. Note: If you are having reputation issues, remove non-engagers from your list and email only the most active users until you get…
3 Ways to Capture Data without Annoying Your Website Visitors
Capturing data is crucial to any business. Whether someone is coming to your website via PPC, paid media, or organic ways, the name of the game is getting that person to identify themselves with a login or sign up. However, it’s astonishing to see how many brands, in all industries and countries, do not have a clear strategy in place to capture new leads on their website. The lack of creativity or proper use is no one’s fault per se, it is more than likely an inherent fear based on personally being interrupted over and over again on websites that has scared marketers out of using this tactic. So popups have a pretty bad reputation at this point. They come in many forms, from the instant hit, to the delayed capture to the targeted content. And users have accepted them, as long as they are easy to dismiss. These can…
Get Better Email Open Rates With Mapp’s “Best Send Out Time” Feature
When it comes to email, opens lead to clicks and clicks lead to conversions. This simple concept is key to making sure email stays the high ROI channel that it should be. While there are many different metrics, email opens still form the foundation of email marketing. We as marketers strive to optimize open rates through various methods, including subject lines, personalization, and device targeting. Even better would be if you were able to reach more people by sending communications when they are more likely to be checking their emails, therefore more likely to open them. Best Send Out Time is a feature in the Mapp Engage platform that allows you to automatically send out communications at the times customers or prospects are most engaged. The premise is simple but extremely effective: record, compute, and assign the correct time segment to a customer. Now let’s dive into a bit more detail, shall we? Record: Track…
The Digital Transformation of Companies
Customer experience is at the heart of corporate strategy in the digital age. Companies need an ongoing digital transformation to achieve the sort of experience that customers seek out again and again. This article shows the several stages of digitalisation – including how digital and analogue companies differ – and explains how digitalisation impacts the customer experience. Digitalisation may be a thoroughly modern phenomenon, but it hinges on a classic concept of the purchase processes: Each and every customer goes through different touchpoints, with various companies, during his or her journey towards becoming a customer. Let’s start with the idea that every customer has a general problem or question that requires a solution. In this age of constant, data-driven solicitation by companies for customers, a purchase process often begins with entertainment: A problem or desire is created – for example, the desire for a sportier and safer car – even…
Guiding The Customer Journey: The Influence of Preferences, Curation and Relevance
My husband and I are very different shoppers. Whether in a big box store or looking at new cars, he wants his phone to be his digital assistant while I’m scanning for an available salesperson. He avoids ‘the approach’ of a human, preferring to compare products or check prices on the brand’s mobile site or app. He studies up on what he needs in the physical location. He wants to be left alone, until he doesn’t want to be left alone … and then he wants help right away. I’m the opposite. I prefer to be greeted up front. I like it when someone is there at The Home Depot entrance asking what I need help with today and directing me to the right aisle. If an associate is not available, I’m the customer dialing the toll-free number before menu-hopping across the mobile website to look for store FAQs which may or may not…
5 Lessons to Unveil The Mystery Behind Viral Marketing
How many times have you asked yourself what is the Ultimate Question of Life, Universe and Everything? We have an answer but it doesn’t quite get close to uncovering the secrets behind the viral marketing universe. We know a vast amount of videos that exploded in the internet, for no obvious reason. It seems that the magic happens beyond our understanding. Wrong! Surely it bothers us all. What made that Mom’s with the Star War Mask live streaming video become the most popular thing on Facebook? Or is there a particular reason for a mannequin challenge to take teenagers, adults and even companies’ breaths away? There is no exact recipe for a viral marketing, but it makes sense to start digging deeper into the viral dna. Explore the 5 secrets to help enhance your customer engagement through viral marketing universe and beyond: 1. Catch the buzz wave Unless you live in a cave, you must have…
Mastering Data Management for Better Personalization
If you’re pursuing personalization as part of your marketing strategy, you’ll know how important data is to the end result. After all, it’s hard to give each customer a tailored experience if you don’t know who they are, how they shop or what they’re trying to achieve. But knowing that data matters is only the first step on the path to personalized CX. It’s how you manage that data that determines whether you find success. So how do you make sure you’re managing data in the right way? It comes down to having the right data and being able to use it at any touchpoint. Sound simple? Actually, it is – so long as you have the right strategy and the right technology behind it. Planning For Personalization Before you do anything else, define what a personalized customer experience should look like in the context of your business. You probably…
Increasing Sales With Personalized Marketing
In today’s “show me you know me” marketing world, it’s imperative that brands understand and engage their shoppers on a personal level with personalized marketing. Obviously, that’s easier said than done. Dads still get emails about lipstick. Moms still get offers for men’s shaving cream. These are examples of marketing plans from companies that ignore the diversity of their client base and the behaviors behind purchases. One-size-fits-all marketing is, unfortunately, all too common. Through careful data analysis and the use of a personalized marketing platform, companies can unearth consumers who are passionate brand advocates and weed out those who only respond to the discounts. More importantly, personalized marketing platforms help brands integrate data across a retailer’s systems by matching social media profiles to the point-of-sale system (POS) and e-commerce sites. Integrating these data points help companies develop granular insight that improves marketing efforts by personalizing communications. Research shows that 80% of…
Increase the Conversion Rates of your Email Campaigns with the Correct A/B Testing
A/B testing isn’t just a buzz term that is going to go away with time. A/B testing is your train ticket into understanding your visitor’s behavior and a way to increase your conversion rates. Testing on digital channels is so easy. But still many marketers neglect this topic or deprioritize this topic due to their daily workload. For most businesses, their website conversion rates range from 1 to 3% and only 22% of companies are satisfied with their conversion. The stark truth is that most companies opt out of using A/B test experiments despite the positive results. It’s crazy if you think about, the fact that using the correct targeting and testing methods can increase your conversion rates of up to 300% and marketers just opt out?? Well let’s change that today. It is time to make some resolutions and bring the testing back to life. Using direct channels and getting quality traffic to the website…
Using the Science of Habits to Create a Successful Loyalty Program
There are many theories as to why some loyalty programs succeed while others either fail or exist on autopilot without generating ongoing customer engagement. The science behind habitual consumer behavior offers insights that loyalty marketers should leverage when designing and implementing loyalty programs. Successful Loyalty Programs Drive Habit Formation Creating a successful loyalty program isn’t just about offering members cool perks and rewards. It’s about tapping into the behavioral cues, routines, and rewards that will create a habit to drive repeat purchases over and over again. Amazon Prime is a notable example. With two-day shipping and free returns, Amazon is daring shoppers to make their purchases elsewhere. A habit has been formed to check Amazon first and, as a result, businesses across industries are searching for ways to compete with shoppers who price-compare in-store. How did this habit form? To start, we must understand that humans are innately lazy and our brains…