Targeting and Segmentation Strategies
What Your Email Subscribers Really Want
- Author:
- Regina Gay
- Source:
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As marketers, we all know how important it is to make sure that our email and other direct marketing efforts are relevant to our customers. We also understand that customers are taking more control of their relationships with us and are demanding that we engage with them in ways that work. Doing this effectively requires a marketing strategy that integrates efforts across channels, while allowing for us to continuously "listen" to our customers and adjust tactics based on what we "hear" from them.
Finding The "Answer" In Display Ad Targeting
- Author:
- David Dowhan
- Source:
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Marketers who are dissatisfied with the generic demographics and data clusters that are widely used for targeting online ads to consumers should heed the advice of advertising veteran Bob Seelert, who advises marketers to begin with "the Answer." His approach is as relevant in today’s world of digital advertising as it has been in traditional advertising.
Orchestrating Mailings Across Channels to Drive Results
- Author:
- David Daniels
- Source:
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While silos persist within almost every marketing organization, consumers view and interact with brands across multiple channels (email, social, offline), holistically. When consumers interact with a brand, online or offline, they expect to be recognized and viewed as the same consumer in accordance with their view of the brand as a cross-channel company. Delivering this consistent cross-channel experience requires marketers to not only leverage data, but orchestrate email and offline mailings to build a threaded dialog to drive customer action.
Response Modeling
- Author:
- David Baker
- Source:
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Marketers for years have tried variances of mapping response to timing and trigger messaging. It absolutely makes sense in some cases. Yet if it’s so successful, why isn’t response modeling and behavioral targeting through email more pervasive in the space?
The Ecommerce Revolution Is All About You
- Author:
- Leena Rao
- Source:
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Personal recommendations have always been a part of ecommerce, but there has been little innovation since Amazon introduced retail and product personalization 10 years ago. But with the increasing mountains of data at digital retailers’ fingertips, ecommerce is about to get even more personal.
