In almost every industry, a marketer has to cultivate a relationship with a prospect before a conversion. In today’s economy, very few customers would make high ticket purchases without brand familiarity and trust. Earning visibility and trust takes time and requires patience. There is no shortcut to this process. So, how do marketers close the […]
Category Archives: Customer Lifecycle Marketing
In the age of hyper-competition, retention counts. When prospects can relate to a brand or associate something positive with it, they will respond to an engagement initiative. Delivering top notch service and engaging the customers on their terms is vital. But, marketers also have to go all out to ensure that the brand lingers in […]
Web. Blog. Social Media. Email marketing. The list goes on and on. Each channel by itself is easy to engage, but integrating these cross-channel activities to work cohesively to promote the company’s objectives, including branding, is hard work indeed. One way to ensure effective integration is to align the matrices of all the different channels […]
Much has been debated and written about the changing role of marketing. Regardless of your opinion on the topic, it’s clear that today’s marketing looks almost nothing like the practices of just 10 years ago.
In the past 10 years, no job has changed as much as the marketer’s. The rise and fall of various social media channels, the influx of consumer-generated content, the exponential growth of accessible data and the availability of technology tools and solutions for marketers are calling for a new kind of marketer–what I like to call the “Informed Marketer.”
Customer Lifecycle Marketing, Customer Relationship Management
The Key Challenges to Automating Customer Engagement
Automating marketing and customer engagement has tons of potential, but such potential translates to reality only when automation is done right. Technology is the least of a marketer’s concerns when considering automation. With adequate funds and executive management support, marketers can easily adopt the right software to automate crucial marketing and engagement processes. The key […]
Customer Lifecycle Marketing, Customer Relationship Management
Use Exchanges and Refunds to Your Advantage
The online marketplace is becoming highly glutted and increasingly competitive. So, what makes an e-business more attractive? The answer is obviously providing a better customer experience. But, with technology helping to level the playing field, how can you beat the customer experience that a competitor provides? A February 2012 survey conducted by UPS and comScore of more than […]
Marketing automation software is an incredible tool. And, yes, it makes a marketer’s life easier. But, don’t let yourself fall into the trap of considering it to be an end-all solution. Marketers who consider their work done when they have an automation software in place are in for a rocky ride. The most crucial part […]
Customer Lifecycle Marketing, Customer Relationship Management, Lead Nurturing
The Importance of Personalized Marketing Campaigns
Today, marketers are caught between the pressures of fickle customers and a hypercompetitive business environment.They are forced to engage the customers one-on-one, based on their terms of engagement. But, do efforts at customization and providing personalized marketing solutions provide any significant benefits? A survey conducted by SAS and Leger Marketing in May 2012 among Internet […]
Customer Lifecycle Marketing, Customer Relationship Management
The Importance of a Seamless Touchpoint Experience
Customer experience is considered a top strategic priority by 93% of the respondents in a Forrester’s Q4 2011 Global Customer Experience Peer Research Panel Online Survey. With the multitude of touchpoints available today, most customers are often split between the many choices. Most often, they end up accessing the internet using the touchpoint that is […]