jose cebrian

  • A way to think about modern CRM

    When viewed in comparison to the paid media evolution over many generations, from newspaper to radio to TV to the many digital formats of today, customer relationship management (CRM) is considered less than sexy — even antiquated, in some circles. I beg to disagree. Mass media and top-of-the-funnel tactics are critically important to grow a brand and a business.

    Marketing Land- 17 readers -
  • Reducing chaos and stress in email marketing

    Email is a powerful medium. It has a unique combination of scale and speed. It’s one of the few levers marketers have to drive short-term results, from online revenue to event registration to app downloads and so on. And because it is relatively low-cost on a per-piece or cost-per-thousand (CPM) basis, it doesn’t get the planning and discipline that a channel like direct mail ...

    Marketing Landin EMail- 13 readers -
  • What’s really holding back your messaging program?

    Marketers want to innovate. They want automation and personalization because the ROI can be huge. For many companies, this desire leads to an RFP (request for proposal) for marketing technology to fuel a transformation. But is that really the answer? From what I have seen, a lack of technology is not what’s keeping companies from building successful, targeted messaging programs.

    Marketing Land- 16 readers -
  • Assessing the maturity of your organization’s messaging program

    In the digital marketing world, the concept of messaging largely revolves around email, SMS and push. And no matter how far we’ve come in our messaging proficiency, there’s always room for improvement as markets and capabilities continue to evolve. To remain at the forefront of this evolution, it’s important for you to understand and address your organization’s strengths and weaknesses.

    Marketing Land- 19 readers -
  • Marketers, think outside the list

    As marketing evolves, it’s imperative that business leaders and marketers constantly assess their approaches and rethink their customer and prospect engagement strategies. I often write about customer data as corporate assets, but the language, tools and activities around customer data are changing.

    Marketing Land- 18 readers -
  • Three concepts to help you hit this year’s targets

    Here we go again. New year. New budget. New targets. Budgets get squeezed while targets soar, forcing marketers to adjust their mindset, their skill set and their people-based marketing strategy. Everybody’s business is a little different, but here are three concepts that I believe apply across the board. [Read the full article on MarTech Today.

    Marketing Land- 20 readers -
  • So you have the data. Now what?

    The battle for the consumer’s share of mind and wallet gets more complex every day. And to win, companies are looking to transform their marketing in big ways, armed with a multitude of available data and modern toolsets. All too often, though, the vision is not supported with the technology, mindset and organizational design to fully engage in a people-based marketing strategy.

    Marketing Land- 15 readers -
  • Is your email a casualty of the war on spam?

    In the world of email marketing, deliverability is a core issue. It’s commonly known that when you send an email, it doesn’t always reach the intended recipient. Between the sender and the recipient are intermediaries, namely the internet service providers (ISPs) and email service providers (ESPs), which use a mix of internal algorithms and outside filtering technologies tha ...

    Marketing Landin EMail- 21 readers -
  • The path to one-to-one content marketing

    If you’re familiar with my column, you know I have generally been focused on direct response, bottom-of-the-funnel (email) marketing that drives the consumer to action. That’s changing (a little). These last-click-attribution type marketing tactics are fun and easy because they are predictable. We know who we are targeting (e.g.

    Marketing Landin Content- 19 readers -
  • Measuring email effectiveness in retail banking

    For most industries, email is generally considered a very high ROI marketing channel. But the retail banking sector seems to be an exception to this rule. It’s not that retail banks don’t use email. In fact, most banks are very good at it and have tight operational controls over the channel. They even tend to have a comprehensive view of the customer, given the amount they s ...

    Marketing Landin EMail- 18 readers -
  • The road map to personalization

    We hear it all the time: Marketing must be personalized to drive engagement and keep people engaged. True. But what does that really mean, and how do you get there? At its most basic level, personalization is a message whose content is tailored to the stated or implied needs or interests of the recipient. Personalization is made up of two components: data and content.

    Marketing Landin EMail- 26 readers -
  • 3 gears of a successful marketing program: Looking beyond email click rates

    Could the first quarter of 2016 really be almost over? The reality hit me as I was speaking with a client recently. After we exchanged some jokes about the passage of time, he said, “Can I make a confession? I feel like we’re off to a slow start. I started the year by laying out a long-term growth strategy that included things like building a loyalty program, developing a 36 ...

    Marketing Landin EMail- 10 readers -