Does your email arrive safely in the inbox – or end up in the spam filter? Mailbox providers deploy email engagement metrics to identify reputable senders – so marketers should take heed of subscriber complaints. Examine the email journey, advises Guy Hanson, and how emails are perceived by recipients, in order to successfully reach subscriber inboxes.
New regulations come into force next May around data consent, but what will be the marketing consequences of GDPR? Robert Howells makes some predictions on who will benefit and who will struggle with the effects of GDPR.
SEO – Search Engine Optimisation – is one of the greatest tools that online marketing offers, but it can work for or against you. It all comes down to your knowledge of the SEO rules and standards that apply to all sites on the internet, even the best-known ones. Abide by these rules and watch your rankings soar – ignore them at your peril:
Luxury brands are mastering social content, using it as a powerful vehicle to drive brand awareness and consumer engagement. George Aliferis has studied the types of content and platforms used by brands such as Chanel and displays his results along this catwalk:
Recently, the possibility of selling data collected by a robot vacuum cleaner triggered a debate about legality and ethics. But why would marketers vacuum up data and how would they use information about a home’s square footage, furniture and other personal details to reach customers? Tim Scargill discusses the many ways marketers utilise data analytics to predict consumer behaviour, improve targeting and personalisation and determine the ROI of their marketing efforts.
The power of data and the dangers to business if marketers continue to misuse data by delivering bad customer experiences were discussed at a recent conference: Data experts agreed how vital it is to use data effectively.
Marketing personas characterise target users or potential customers and sum up all their key information – and segmenting a database by personas has been proven to increase uptake. Here’s how to create and leverage this sales and marketing tool for best effect.
ABM is now a key strategy for any company selling to enterprise businesses. Its evolution from Key Account Marketing has been rapid. However, it’s much more than a cosmetic name change, with a new approach to data and account-wide awareness and advocacy now seen as key to success.
This multi-channel approach requires new skills, new technology and new partners if it is to provide real ROI for your business.
Read our best practice guide to discover:
Download our free guide today (registration required) and accelerate your intelligent ABM strategy with data.
PPC campaigns are a vital marketing tool for developing brand awareness, increasing traffic and driving sales. However, even paid advertising can fail when used incorrectly and often marketers are left wondering why their AdWords campaign failed. Here are examples of good and not-so-good practice – and top tips on getting it right.
Ranging from which consumers are most likely to purchase to which campaigns are most effective, marketing automation tools with their heads in the cloud keep marketers’ feet firmly on the ground, presenting them with instant information and access to data. But there are giants out there, vying to be the best automation platform. Daniel Wiglas has been personally testing and studying form avidly – as part of his Master’s thesis – and here presents a round-up of his findings: