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  • Six Steps to Improve Customer Retention

    Article

    CONTENT TYPE: Article | TOPIC: None

    Customer retention is ultimately driven by value. Even the best segmentation, targeting, positioning, creative messaging, or promotion with flawless execution will fall flat in the absence of value. To succeed, customer retention must be a top-down, companywide initiative. Here's how to get there in six steps.

  • How to Attract an Audience for Your Virtual Events

    Article

    CONTENT TYPE: Article | TOPIC: None

    Companies have discovered that a virtual-engagement strategy provides a new channel for reaching target audiences. Virtual-engagement platforms remain open 24/365 for connecting with prospects, customers, and employees around the globe. No wonder virtual engagement is on its way to becoming a key component of innovative companies' marketing mix.

  • DRTV: There's Method in the Madness

    Article

    CONTENT TYPE: Article | TOPIC: None

    Some of the funniest comedy skits have been spoof TV spots—and they closely follow proven DRTV principles to make their sketch more believable and more poignant: They grab your attention; they frame a problem that needs to be solved; they state their offer as the solution; they show the product in use; and they ask for the order—a lot.

  • Fortune 500 Social Media Use: Twitter Overtakes Facebook

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    The use of Twitter among the nation's largest corporations has nearly doubled: 60% of companies listed on the 2010 Fortune 500 have a corporate Twitter account with at least one tweet issued in the previous 30 days, up from 35% who did so a year earlier, according to research from the University of Massachusetts at Dartmouth. Meanwhile, 56% of Fortune 500 companies have a Facebook profile.

  • Social Media Payoff for Brands, but 'Friends' Finicky

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Companies that deliver high-quality customer experiences via new media are rewarded for their efforts, often in the form of higher brand awareness and likelihood to purchase among those who engage, but that loyalty can be hard to find and hard to keep, according to a survey from Cone.

  • Brands' Mobile Apps Frustrate Users

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Nearly four in ten mobile users (38%) say they're dissatisfied with most of the apps currently available from their favorite brands, and 69% agree that if a brand's mobile app isn't useful or easy to use, it contributes to a negative perception of the brand, according to a survey from EffectiiveUI.

  • Digital Ads as Engaging as Content (Sometimes)

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Fully nine in ten consumers notice digital ads in the first 10 seconds of visiting a webpage, and in that period, consumers who fixate on such ads are as emotionally engaged with ads as they are with webpage content, according to research from the Online Publishers Association (OPA), which explores the effectiveness of OPA Ad Units.

  • Got Social Strategy? One-Third of Brands Do

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Social marketing is growing up: Not only have activity levels across social communities risen, but the number of brands now applying more focused and disciplined approaches to their social media communities has increased significantly over the past year, according to a study by ComBlu.

  • Seven Reasons Why Leading With Price Will Kill Your Advertising, Your Branded Offers—and Your Company

    Article

    CONTENT TYPE: Article | TOPIC: None

    Leading with price in your messaging suggests your brand has nothing else to say or show for itself. And that's not good for a host of reasons.

  • Why and How You Should Be Using Triggered Email, Part 1

    Article

    CONTENT TYPE: Article | TOPIC: None

    You can segment your list and version your broadcast campaigns with different offers and creative, but the real power of personalization and relevance lies in trigger-based email, because behaviorally targeted trigger-email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email.

  • 12 Small-Business Marketing Phone Tips for the 12 Days Till Christmas

    Article

    CONTENT TYPE: Article | TOPIC: None

    During the holiday season, how do you reconcile the high-pressure needs of your small business with your family's desire to roast chestnuts on an open fire? Having a virtual phone service can help, as can these 12 small-business phone tips for the 12 days leading up to Christmas.

  • How to Track Clicks in Your Email-Newsletter Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: None

    The success of your email-marketing campaigns cannot be determined without proper focus on what reports are telling you, and reporting on click-throughs is a critical way of determining how engaged your audience is. But you need to be able to translate link reports into successful email-marketing campaigns.

  • Online Display Ads Bounce Back in Q3

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The US online display advertising marketing rebounded sharply in the third quarter of 2010 with $1.284 trillion worth of display ads delivered to Internet users during the period, up 22% from $1.050 trillion a year earlier, according to data from the comScore Ad Metrix.

  • Digital Media Combos Drive Sales, Brand Favorability

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Exposure to impressions of organic search results, paid search results, and online display advertising—and specific combinations of such media—produces both a measurable lift in brand favorability and likelihood to purchase, according to a study by iProspect and comScore.

  • Best Day for B2B Ads? It Depends

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Business professionals are more likely to click on digital ads during the weekend, but more likely to take action on such ads during the week—particularly on Wednesdays, according to a study by Bizo. However, a professional's industry is an even better indicator of when one is most likely to take action on digital ads.

  • Cha-Ching! Online Retail Is Back (for Now)

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    US online retail spending reached an estimated $32.1 billion in the third quarter of 2010, up 9% from $29.6 billion a year earlier, and the fourth consecutive quarter of positive year-over-year growth following a year of flat or negative growth rates, according to data from comScore.

  • Welcome Emails Drive Up Revenue, Transactions

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Email campaigns that welcome new subscribers generate higher transaction rates and more revenue per email than bulk mailings, as they educate subscribers and set expectations for future communications via email, according to a study by Experian CheetahMail.

  • Six Best-Practices to Improve Sales and Marketing Alignment

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Your sales and marketing organizations are the most critical links to customers. The alignment of those two organizations determines how well a company attracts buyers and sells to them. The relationship is more than just a simple handoff at the point a lead is generated; it is the foundation for profitable revenue growth.

  • The ROI of Real-Time Marketing and PR

    Article

    CONTENT TYPE: Article | TOPIC: None

    In a world where speed and agility are essential to success, most organizations still operate slowly and deliberately. But the MBA-style approach of working off spreadsheets that predict what to do months into the future is no help when news is breaking in your industry today. The Internet has fundamentally changed the pace of business, compressing time and rewarding speed.

  • Support Is the New Marketing: Why Web Marketing Is So Different From Offline Marketing

    Article

    CONTENT TYPE: Article | TOPIC: None

    On the Web, customers want details, facts, comparisons, and feedback from other customers. They avoid the fluff and waffle and marketing hype. What the Web represents, more than anything else, is a shift in power: away from organizations, toward customers. Brands, politicians, even popes are being questioned more than ever.