Digital Marketing

Do Customer Journeys Get Marketers Where They Want to Go?

Business talk a big talk about customer journeys, but then doubts creep in. Here are four ways you might be sabotaging your customer journey programs PHOTO: elizabeth lies Companies still talk the big talk when it comes to building out fully automated customer journeys, but then doubt creeps in: is it worth the effort? Do customer journeys deliver the ROI you want?  We frequently see journey campaigns outperforming...

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Stop Torturing Your Data and Other Tips to Reveal True Data Insights

The proliferation of data causes many of us to fall into the trap of false insights. Would you believe me if I told you eating bananas made you rich? PHOTO: Jeremy Bishop With the proliferation of data and automated analytic tools, spurious “insights” and meaningless correlations become more common every day. One cause of this is the blind application of unsupervised learning techniques. Any successes that approach...

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Let’s Take Stock of Stock Photography

Stock photos can be cheap and reliable. They can also be overused and uninspired. Let's take a look at some alternatives PHOTO: TeroVesalainen I buy a polo shirt with a nice pattern on it that fits me well. I wear it out a few times and receive compliments from friends and colleagues. I’m really happy about my purchase. Until I go to a dinner party and see someone...

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5 Basic B2B Marketing Tactics That Deliver Big Results

While it's easy to get distracted by the latest MarTech, these tactics are the bread and butter of any B2B marketing strategy. PHOTO: Steve Snodgrass I know far from everything about B2B marketing. However, over the past decade of yielding to the latest demand-gen “hacks,” content marketing trends and cutting-edge marketing tech, I’ve discovered a few rather basic activities will always deliver meaningful results in a big...

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The 5 Key Elements for a Marketing Transformation Project

Before leaping into a digital marketing transformation project, take a long and hard look at the current state of your marketing organization PHOTO: Katerina Radvanska Marketing departments across the world buy shiny new technology products all the time. Each new tool promises limitless possibilities and profound increases in productivity or ROI, but in reality, many marketing technology purchases fail. This is simply because they are introduced without any...

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Surveying the Customer Experience Technology Landscape

The mind boggling number of marketing tools businesses have to choose from can paralyze them when it comes time to purchase PHOTO: PublicDomainPictures Gartner made some interesting predictions about customer experience (CX) and the marketing technology associated with it in early 2017. The research firm suggested customer experience management would continue to top CEO, CMO and CIO agendas, calling it the “watchword of our age.” On the...

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Emotion Is the Heart of Good Growth Marketing

B2B marketing often dismisses out of hand tactics that work for B2C companies. That's a mistake PHOTO: Eye for Ebony Sometimes, the most unexpected pairings wind up being classics. An easy one is the classic mashup of chocolate and peanut butter. (Although apparently some people are more fond of peanut butter and pickles.)  But these pairings don't always work. Opposites might attract, but some will coexist about...

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7 Marketers Share Why They’re Grateful this Thanksgiving

This turkey is thankful for not being dinner this week. Why are marketers thankful this year? We explore today. PHOTO: Virginia State Parks My first month as a technology reporter covering digital marketing four years ago, I uncovered some insights into what keeps marketers up at night.  Less than 10 percent of marketers found that they strongly agree their efforts in digital marketing were paying off. Half...

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16 Crucial Alexa Skills For Marketers

A majority of Alexa owners user their device to help them cook, check the weather, schedule alarms and control smart home devices, but as more companies and personalities invest in Alexa Skill production, marketers are beginning to reap the benefits. To help you hack your mornings and learn something new during those quiet moments in your home, here are sixteen awesome Alexa Skills for marketers. Marketing and branding...

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Drive Higher Engagement by Joining a Twitter Chat

Twitter chats are a great way to amplify your social reach PHOTO: John King With 330 million active users posting an average of 500 million tweets a day, it can be hard to get noticed on Twitter.  The most common tweets, aside from GIFs, take the form of a headline, a link and a hashtag. Ninety percent of my tweets follow this form, with the exception of when...

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