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As well-known as it is today, Airbnb had quaint beginnings. Unable to afford the rent for their San Francisco loft, founders Brian Chesky and Joe Gebbia turned their living room into a mini bed and breakfast, hosting three guests from a local sold-out trade show where lodging was scarce. The original design for AirBed and Breakfast provided temporary living quarters, breakfast ...
When it comes to attracting and retaining B2B customers, the biggest push is on creating value. We know B2B customers buy value – in the form of convenience, simplicity or integration. But what exactly is value and is it something that can be created? Once it is created, can it be maintained or built upon – especially in the face of fierce competition? Let’s take a closer look ...
We’ve talked a lot about data quality in the past – including the cost of bad data. But despite a basic understanding of data quality, many people still don’t quite grasp what exactly is meant by “quality”. For example, is there a way to measure that quality, and if so, how do you do it? In this article, we’ll be looking to answer those questions and much more.
For marketers, the quest for branding that matters to consumers has always been about how to achieve deeper relevance. The more relevant a brand is in a customer’s life, the more they’ll begin to look for ways to integrate it into their lifestyle. Of course, many point to segmentation as the easiest and fastest way to achieve that kind of relevance.
Having the right kind of insights available at the right time is crucial in today’s business. But some brands are taking analytics a step further by not only relying on it to make sound decisions when opportunities present themselves, but making it the absolute core of every impactful business decision. And their analysis isn’t limited to one type of data.
When it comes to your email marketing, you likely spend a great deal of time tweaking your message and analyzing how to improve your open and click-through rates. According to joint research by IBM and eConsultancy, fully 90% of marketers agree that personalized, relevant communications with their customers is crucial to their success.
It’s the question on every marketer’s mind – “How do we turn these impressions, clicks and conversions into something that drives results for our company?” The fact is, you have a lot on your plate. From new product launches to generating interest to reaching new markets and paying attention to customer sentiment, there’s a lot to juggle.
The marketing persona is a tried-and-true customer segmentation strategy that many companies rely on to get the big picture about the people they serve. At the same time, these marketers and their teams are gathering copious amounts of data from and about those customers. Because there is so much data out there, it can be difficult to tie all that information to specific segments.
Whether you’re a bootstrapped startup or a well-known company, you likely have one (or more) people on your team in charge of analytics. These are the people who wrangle all that big data into meaningful insights that help propel the company forward. They’re the ones who make sense of all the input arriving from all the disparate tools and filter it into discussions, split test ...
When it comes to better understanding your customers, you likely leverage every possible resource from personas to mapping the customer experience journey. For marketers, big data is a boon – it’s a gold mine of information that, to be sure, requires a bit of digging through the dirt to get to the real treasure.
Push notifications are the opt-in of the new generation. But, just like with email – how you use them is vitally important. Done wrong, push notifications can cause users to opt-out, delete an app and spread the word about how annoying and intrusive it is. Done right, however, push opens up a marketing cornucopia that’s close ...
In a world of big data, bad data is becoming more and more commonplace. Part of the issue is fueled by the technology we use to help manage and organize that data. In our rush to be more on-demand, personalized and data-science-powered, we’ve embraced cloud computing, mobility, social collaboration and enhanced analytics. Every scrap of every shred of customer data is valuable.
You know that when it comes to getting an unbiased, credible, and trustworthy review of a product or service, you’re most likely to turn to family and friends. But what about branded content? Are blogs a reliable source of information? Can social media be trusted? Where are people getting their brand information and how much of an influence do different media channels have? Let ...
When it comes to lead generation, quality matters over quantity. But by the same token, people don’t like being sold to and they resent the notion that they’re simply “numbers in a database somewhere”. With that in mind, Ascend2 conducted research on the most effective tactics for both lead generation and lead nurturing. What they found out may surprise you.
A new report released by eConsultancy, in collaboration with Oracle Marketing Cloud, has revealed precisely which channels marketers feel deliver the biggest impacts on their return on investment, and how they bring those priorities to light within their respective teams and companies. If your efforts to squeeze relevance out of marketing initiatives leaves you feeling frustra ...
Since the very first brand loyalty program was launched (by Betty Crocker in 1929 in case you’re curious), rewards services like these have continually be used to not only entice customers but to re-market to them in a way that strengthens their affinity to the brand. But the advent of the Internet and mobile shopping has changed all of that.
Salesforce.com recently released their 2016 State of Marketing report, filled with valuable insights on what separates the top marketers and sales teams from the mediocre and the just plain bad. High performers were noted as “’extremely satisfied’ with the current outcomes realized as a direct result of their company’s marketing investment.
If you sell tangible products online, you already know how crucial Google Shopping feeds can be. But did you know that with just a few simple tweaks, you can greatly improve your products’ visibility in shopping feeds and thus get your products viewed (and possibly purchased) by more customers – thereby increasing your conversion rate? And perhaps the best part is that it does ...
You wouldn’t do business with a company you didn’t trust – plain and simple. But what may be surprising is that the degree of trust we have in a company, and where that trust comes from, have a significant impact on our purchasing decisions. How much of an impact? Let’s take a closer look, the results may surprise you.
For B2C businesses, content personalization is a no-brainer. Customers love the fact that something has been recommended just for them. But what about businesses that market to other businesses? Do they get the same value out of personalized content? A recent study from Seismic and Demand Metric took a closer look at just how effective personalized content is to B2B customers.