It’s easy to critique email marketing that is poorly targeted, but that’s not our intention . . . email targeting is a serious issue, because relevance is what stops recipients from switching our messages off. Here’s an example of over-enthusiastic use of an email list, that will probably make you smile, but hopefully think carefully before you press ‘Send’.
Data analytics can help identify the right contacts in the right accounts – but newer forms of predictive analytics, combined with sales and marketing data, can help gain an even deeper understanding, enabling companies to identify those who are in the market to buy. Engagement science transforms a one-size-fits-all sales cycle to an individualised approach that will develop sustainable relationships with customers.
First in a new series of critical reviews, in which the GMA highlights email communications we come across while doing our jobs that could be so much better. Here’s a example of the ultimate in email un-personalisation!
Adestra asked marketing agency executives about the role email plays and where the industry is heading. The findings reveal agency success with email marketing and strong ROI from email campaigns.
Award-winning author Luan Wise continues her series on social media and how businesses can leverage it for optimal effect. Here, she says marketers should learn to stand in their customers’ shoes in order to truly understand their target market to successfully win advocates for their brands through social media: it’s the importance of listening.
Fake news, fake publishers, fake ads. There’s a lot of ‘fake’ about . . . but it’s nothing new in the world of commerce and particularly digital commerce. What can brands do to prevent ad fraud? Here are five simple tips on how to keep well ahead of those fraudsters who seek to profit from your loss:
Study shows that customers believe live assistance is a necessity: the customer journey research reveals that channel choice and human interaction at key stages will seal the deal when it comes to developing loyalty or even averting defection.
International laws differ slightly, but email marketers should be clear about their opt-out process and must enable a smooth unsubscribe route in order to stay on the right side of the law . . . and the customer.
Is direct marketing a dinosaur or a viable and effective modern-day discipline able to measure well with later innovation – and what can today’s digital practitioners learn from those who still get results from traditional and classic methods of reaching their target market? Summit examines the roots of marketing best practice.
Selling to Chinese consumers requires a bespoke approach. Don Zhao explains how brands should talk to this audience and gives examples of those that have been successful.