In today's fast-paced digital world, consumers are inundated constantly with marketing messages vying for their attention. As a result, your job is much more challenging. Reaching the right person with the right message at the right time is no easy task.
What’s the secret to making segmentation work for you? It’s actually pretty simple: segment with conviction. Marketing to segments may feel risky and take more planning time, but it cuts through noise and gives personality to your brand. Many advertisers only put one foot into the water, wanting to segment but afraid of leaving someone out.
Renee Cook Posted in: Content Strategy, Data Integration, Digital Experience, Digital Marketing, Email Marketing, Insights, Integrated Marketing, Integration, Marketing, Mass Media, Media Strategy, Online Marketing, SEO, Social Media, Web Analytics, Buyer Journey Optimization, Content Development, Marketing Campaign Attribution, Targeted Marketing Programs, Technical Enablement
First, let’s define what digital marketing really means. “Digital marketing” is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to convert leads into customers.
Tiffanie Honeyman Posted in: Customer Experience, Customer Journey, Digital Marketing, Insights, Integrated Marketing, Marketing, Mass Media, Media Strategy, Personas & Segmentation, Strategy, Brand, Audience, Message, Content Development, Marketing Campaign Attribution, Targeted Marketing Programs
Ah, the “Age of the Customer”… where contemporary marketing strategies begin and end with the buyer’s point of view. Today brands are judged with higher expectations than ever before, and with most customer experiences happening online, digital media is a big part of the equation.
The good news? You can gain incredible visibility into your customers’ interests, and more importantly, what drives those interests. You can see the entire customer journey, inside and out.
Media has become fragmented and complex. But the good news? That actually can work in your favor.
Long gone are the days of pouring marketing dollars over masses of unsegmented audiences and budget waste. Because there’s a simple truth: marketers no longer drive the buying process. Consumers do. Say hello to marketing efficiency and giving consumers the reins. Your customers decide what they want to buy and detest irrelevant ads that get in the way.
So how do you effectively market online – at the right time and place?
Marketing doesn’t have to be unpredictable. It’s no secret customers base their buying decisions on their experiences. And since online experiences are a huge part of that equation, it’s more important than ever to invest in analytics – and measure the real impact on your bottom line.
Over the past two years, I have attended MIMA events in the Minneapolis area. MIMA stands for the Minnesota Interactive Marketing Association and currently serves and inspires more than 1,300 members from content development, design, experience design, marketing and media. MIMA believes changes in technology and culture have transformed business, and it is our association’s role to connect, illuminate, and partner with members and guests to elevate the quality of marketing practiced, the image, and talent available in Minnesota to the rest of the world. Over the past couple of months I have had the privilege to learn from MIMA about email marketing and native advertising.
The Loudness War is on. Music recording artists and their governing labels have been gradually increasing the loudness level of their music over the past several years. Why? Because they believe that louder is better which can lead to more record sales. However, people from Dynamic Range Day have a different view. Those at DRD assert that loudness does not equal greater sales, but in fact, reduces the overall sound quality of the recording. They have provided a great example using Michael Jackson’s “Thriller,” comparing the sound of its original release in 1982 to subsequent releases in 1995 and 2008.