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When I was 14, my parents, who owned a Chinese restaurant, realized that many of their hard-earned customers were starting to frequent a new competitor. To see if I could make a difference, I tried a tactic that would become very familiar to me later on in life: I launched my first direct mail campaign.
We may think of email marketing as a relatively new phenomenon, but it’s actually been around for so long that’s probably older than a lot of today’s CMOs. You’d have to go back to 1978 to find the first email campaign. It was sent to a few hundred recipients, reportedly generating an astounding $13 million in sales.
Content marketing has a problem that not enough people are talking about: How do I accurately measure the true value of the content I create? Content performance metrics are still being measured in the form of opens, clicks, pageviews, and shares. Thus, content marketers are getting better at leveraging a common formula: clickable headlines + paid distribution = numbers that look like success.
The case for content marketing is no longer if we should but how we should. Altimeter research found that 57 percent of marketers reported custom content was their top marketing priority for 2014. However, most organizations in 2015 are not designed yet to create custom content at scale. When vetting potential content marketing partners, some of the most successful companies ...
We’re coming to the point when we ritually reflect on the past year—figuring out what we did right, what we did wrong, and what we need to do differently. Unfortunately, the reality is that companies have produced a lot of bad content in 2014, and a lot of marketing technologies didn’t deliver on their promise of better ROI. It’s tough being a marketer today.