Search Results For: loyalty

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Segmentation and predictive modeling are great for improving individual customer interactions. But there are analytic offerings that can help marketers with the broader issues they face when considering their bigger-picture strategies.

For example, how can they determine the impact on campaign response rates were they to promote a new product within an email promotion, as opposed to an established product or a combination of the two? What would be the effect of reducing the marketing budget for a specific campaign by 10%? What would be the impact on revenue of sending out twice as many emails as are currently being sent?

Mobile is marketing’s most portable and accessible channel. It puts brands literally in the palm of their customers’ hands. That’s the good news. The bad news is that the lure of proximity marketing is often overshadowed by impatience. Companies enticed by the promise of personal access to their customers often suffer a similar fate—a quick-and-dirty approach to mobile commerce which is marked by a brand’s attempt to recreate its entire website for the mobile platform.

For health and wellness marketers trying to motivate healthy changes in behavior, mobile is a perfect fit. The most successful health and wellness initiatives are simple, convenient, and easily integrated into the consumer’s life. Mobile perfectly mirrors those attributes, allowing consumers to interact with the brand whenever and wherever they need to. Successful mobile programs devise engaging apps that create value for both the brand (through frequent and deep engagement) and the consumer (through instantly accessible information and support.) Here are four marketers who make mobile work:

Consumer packaged goods giant P&G has indicated a desire to source 10% of its sales online. Given that it currently sources less than 1%, that sounds like an aggressive goal but one that it is putting its formidable resources against delivering. Many other CPG companies from Kraft, J&J and General Mills to Pinnacle Foods are placing a strategic imperative on the etailing selling space.

Headlines from the industry. To receive daily updates please visit the Digital Moses fan page

Poring through spreadsheets to isolate underperforming elements in a campaign is a useful exercise for marketers with the stomach for plumbing the depths of rows and columns of numbers, numbers, numbers.

Which is fine, if one can wait for such reports to be run. But for in-campaign adjustments, for recognizing immediate problems or even determining the general efficacy of current campaigns, a marketing dashboard can offer real-time insight.

Between opt-outs and email address changes, any brand’s email list can shrink at the rate of 30% to 35% annually—most of it certainly because of the latter, rather than the former. Thus, it’s imperative that marketers always have acquisition tactics in the field to

Citi has been actively innovating credit card rewards programs to make sure its cards are the ones consumers reach for when they make a purchase. The issuer has taken a multi-track approach, piloting new ways to customize point rewards but also testing some distinctly different ways to redeem those points.

Groupon is flexing its muscles through a number of sponsorships. Up next, a larger deal, now in the planning stages; Groupon’s title sponsorship of the “Taste of DC,” a major event featuring local restaurants.