USA
There’s huge potential for email to drive lead generation and engagement among this demographic, but key differences that marketers should be aware of in order to successfully target millennials – including ideal email content and device of choice.
Will the new wave of data sets and predictive analytics revive B2B outbound telemarketing to the point where it can become a real driver of sales acceleration? Robert Howells has some answers.
Email research shows that marketing channel is thriving, but senders must be more relevant and provide more interesting content to meet consumer demands.
There’s no point screaming or crying or slamming around. Take a deep breath and think carefully about your online review strategy and using customer feedback as useful information – potentially turning any negatives into positives.
How do sales and marketing teams – which often follow different paths – successfully pull together in a data-driven approach to revenue growth? Robert Howells says they need to think differently – looking at ‘account-based growth’ rather than ‘account-based marketing’ or ‘key account sales’. Follow his five strategies for success.
Entrepreneur Ian Hughes says businesses use many words when they talk about innovation and inspiring a successful culture of change within an organisation – agility, process, control, context. But the nub is all about finding a balance.
The building blocks of a customer-centric approach are generally thought to include being accessible, responsive, empathic, collaborative and ‘putting the customer’s best interests first’. Claire Bonniol tells how to go beyond that culture and uses examples of brands that are ‘doing it right’ to show what great customer service looks like.
Consumers no longer just want, but expect ‘in the moment marketing’, and want brands to be following live events as they are. Branding communication must be constant and relevant. However, ‘marketing on the fly’ is not as easy and spontaneous as it may seem . . .
The Clinton campaign made the mistake of having too much faith in their data – causing them to become complacent . . . something all marketers are at risk of becoming. So what lessons can marketers learn from the recent presidential election and apply to their data collection processes?
It’s a complex and ever-changing world and marketers need to navigate it carefully to stay abreast of methods and technology – so try adding neuroscience to your research mix to benefit from the alternative view and depth of insight that it delivers.