When a friend or family member sends you a birthday card in the mail, do you think of it as “content?”
Probably not. After all, if they took the time to choose a card with a design and message that reflects who you are, you’re more likely to think of it as a thoughtful gesture. If they hand-wrote a...
There’s more to video marketing than picking up a camera and hitting “record.”
It goes beyond editing footage and adding special effects.
Even the distribution of video content through a variety of digital channels isn’t enough to make it a successful marketing tactic.
Success with video marketing...
A parent asks a smart speaker in the kitchen to look up a recipe for baked halibut as dinner hour approaches. At work, a senior manager speaks to a virtual assistant to troubleshoot an issue with a business application. While tinkering in a garage, a hobbyist calls out to their smartphone and...
When a customer opts into your database, sending them a “welcome” email message is a great way to start the relationship off right.
Would one of your customers benefit from some smart product recommendations based on items they’ve already bought? Send them an email about that too.
Don’t forget to...
It’s tempting to think of the customer journey as a sort of luxury cruise, where a brand leads people on an unforgettable trip to a destination where they get exactly what they want. In most cases, though, the customer journey is more like riding a bus.
Instead of one, linear path, customers may...
Content is more than a necessary expense for fast-growing brands. Content is like a form of currency.
When brands tell stories and distribute them to the right audience through their preferred channels, customers often provide a lot of value back. This can include greater insight into their pain...
You’ve segmented your customers by age, occupation, geography and even the degree of business they bring your brand’s way.
Now imagine sitting down with a random customer and showing them the segment where their profile sits.
“I guess that makes sense,” they might say. “But there’s more to who I am...
Account-based marketing has become a popular strategy within many companies because it’s a highly effective way of prioritizing your most important customers and deepening your relationship with them. Before that happens, though, there’s another relationship that needs to be addressed first.
The third-party data your customers give you is a gift to your business that will keep on giving – you just need to know how to ask for it.
Unlike second-party data that you purchase through a marketplace, or third-party data that is collected and aggregated via web site cookies, zero-party data...