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Picture your ideal customer deciding where to spend his or her time and energy. They want something good for even a small time investment. Your headline, emphasizing value, gets their attention. They invest a click and continue reading. That is the ideal scenario. But once your customer has clicked through to your full content, that’s when the real battle begins.
It’s one of those randomly attributed phrases that people throw around in social media: “Why fit in when you were born to stand out?” We’ve all probably randomly scrolled past that phrase and ones like it a thousand times. But for some reason, reading that today on LinkedIn got me thinking — why do so many brands just follow the status quo for social media when the space is ...
When your business is 80% wholesale like Steve Madden, how do you carve out a unique value proposition for your direct ecommerce business? Watch the full interview to find out “The value proposition of our site is that we have the deepest selection [and] we have it before anyone else.” So said Mark Friedman, President of Ecommerce for Steve Madden, yesterday during a live i ...
Subject matter experts (SMEs) are crucial to content marketing success, especially in B2B. Whether accountants advising about amortization or IT managers contemplating the cloud, vital information that will help your audience — and thus help you create great content — lies trapped in your SMEs’ craniums. It’s your job to tap into those big brains and free the content.
Canadian chain of automotive maintenance service centers Mr. Lube was challenged with customer retention and relationship management across the various touch points. Before her session at MarketingSherpa Summit 2017, Andrea Shaikin, (Former) Director of Customer Experience and Engagement, Mr. Lube, sat down with me in the Media Center to discuss how her team approached the challenge.
Email marketing is tough. You have almost no time to grab your audience’s attention with a subject line, and even if they do open — that’s when the battle is just beginning. For those who do open your email, you can’t give them any reason to click the ‘delete’ button, and you have to pique their interest immediately. One of the best ways to accomplish that is through visuals.
I have been writing email marketing case studies for MarketingSherpa for almost five years, and almost without fail, they’ve been from companies large enough to have a dedicated marketer working on campaigns. At the very least, small companies that had big company aspirations and a “jack of all trades”-type working on campaigns.
Throughout my tenure at MECLABS Institute, parent company of MarketingSherpa, I’ve worn a lot of hats. I have been the managing editor of MECLABS.com, produced web clinics for MarketingSherpa’s sister site, MarketingExperiments, and currently serve as a senior manager of digital analytics, where I help our Research Partners make sense of mountains of customer data.
As a member of the famous MIT Blackjack Team and the inspiration for the main character in the book Bringing Down the House and the Kevin Spacey film 21, Jeff Ma knows a thing or two about gambling. Scratch that — Jeff Ma isn’t a gambler. That’s because every move in blackjack has one correct decision. It’s just about understanding basic strategy, and implementing it.
Vegas is in the middle of the Mojave Desert of Nevada, and yet you can move from Venice, to New York and over to Paris in 10 minutes. MarketingSherpa Summit week is the one time every year that we get to bring the MarketingSherpa community together in the middle of Las Vegas to study (and toast to, at the Summit Party) customer-first marketing.
“You have to find something that you can measure,” said Brian MacDonald, Senior Manager of Digital Marketing, Hewlett Packard Enterprise, in the MarketingSherpa Summit 2016 Media Center. “Fortunately for us, in the software business one of the big things that we can measure, especially for the audience I usually go after, is all about them trying software,” he said.
All marketers should have three key questions in their head at all times. What do consumers really think about your business practices? What marketing approaches can I use to tell them about our business? And where do they want to hear these messages (i.e. channel preferences)? To help you get an answer to these questions, we conducted research with 2,400 U.S.
Customer-centric isn’t just a buzzword to us — those marketing efforts are the stories that we love to tell at MarketingSherpa. From our case studies to our data, we want to give you everything you need to keep your customer foremost in your marketing efforts. In October 2016, we surveyed two groups of 1,200 about customer-first marketing.
Every year when I’m in Las Vegas for MarketingSherpa Summit, I find myself on the casino floor at some point. All roads in Vegas lead through the casino. There’s bright flashing lights and sounds. Lively chatter. General bacchanalia. Gambling looks like a lot of fun, and many people enjoy it. But other than a few bucks here or there, I don’t partake.
In a 2016 MarketingSherpa study, we split 2,400 consumers into two groups. We asked half of the respondents to name a company they were satisfied with, and we asked the other 1,200 to name a company they were unsatisfied with. The most popular response from satisfied customers — 42% of respondents — said that their chosen company’s marketing puts their needs before its business goals.
As one of the most commonly outsourced services, an ESP (email service provider) can be a great asset to a marketing team. Choosing the wrong one, however, can slow projects and inhibit email creativity, as well as cause issues with subscribers. Finding the best ESP for your company means more than just wandering out into the marketplace with a wad of cash.
The world is moving away from a standard view of advertising. Back in the ‘60s and ‘70s, advertising was fairly easy to identify. But what is it today? And what will it be tomorrow? These are the challenges that have been facing the advertising and marketing industry for at least the past decade.
Hack #1. Cannibalize your content When it comes to content marketing, robbing Peter to pay Paul isn’t going to get you fired. It might even get you promoted. If robbery and cannibalism harsh metaphors for you, consider it recycling. Saving your marketing team’s environment one piece of content at a time.