Marketing Strategies Column

    • The rise of retention marketing as a strategic priority in 2017

      It’s no longer a secret that nurturing existing customers is important to the long-term financial success of business-to-business (B2B) companies. That’s because by now everyone is aware that it costs considerably more to acquire a new customer than to keep an existing one. It should come as no surprise, then, that retention marketing is moving up the priority ladder in the ...

      Marketing Land- 21 readers -
    • 5 undeniable signs your competition is beating you online

      Competition is the essence of capitalism. That’s great news for consumers. It means that companies will bend over backward to win their business. It’s not such great news for entrepreneurs, though. They have to stay vigilant to make sure they aren’t losing market share to peers in their industry.

      Marketing Land- 19 readers -
    • How much should B2B companies invest in digital marketing?

      It is not hard to find information regarding digital marketing budgets. Many papers and articles discuss what percentage of your overall marketing budget should be devoted to digital and, as you might expect, opinions vary greatly. Most of the published data is oriented toward consumer-oriented businesses.

      Marketing Landin How To's- 22 readers -
  • Beyond the ad: How to incorporate purposeful mission into brand practices

    …. Airbnb isn’t the first brand to take a side during the new Trump presidency. As Marketing Land’s Greg Sterling recently pointed out, it’s incredibly difficult at present for brands to avoid taking a political stance. Some less careful organizations such as Budweiser, Uber and L.L. Bean have inadvertently entered the political fray. Budweiser…

    Marketing Landin How To's- 11 readers -
  • CMO audit series Part 1: Customer journey — the greatest strategic need

    … Our CMO audit series is based on what we see as the six true drivers of growth in today’s marketing landscape: customer journey, technology, growth channels, user experience, devices and analytics. Without a true understanding of the first one — a customer’s journey — marketing growth is severely hindered, even if a business nails the other…

    Marketing Land- 12 readers -
  • 4 ways to grow your return on personalization

    … experiences. However personalization is used, one thing is clear: Brands that aren’t maximizing their personalization efforts are in danger of falling behind in their marketing strategies. Below are four tips for improving personalized marketing for your company, whether your strategy is just getting off the ground or slowly growing by starting…

    Marketing Land- 16 readers -
  • The brainpower boost: How neuroscience nurtures marketing and design potential

    Since the dawn of design and marketing, people have used their understanding of human motivations and behavior to design products and experiences. They’ve also employed those insights to identify a target audience and market the items to that group. Using a variety of data — including demographic and psychographic information — they seek to craft design and marketing efforts ...

    Marketing Land- 13 readers -
  • 3 ways CMOs can win the hearts of customers — and CEOs

    … significant, in-the-moment brand experiences as much as, if not more than, products or services. This requires CMOs to think beyond traditional marketing functions and consider the broader business’s role in creating genuine, relevant interactions at pivotal moments throughout the entire customer relationship. If they don’t, they risk losing customers…

    Marketing Land- 12 readers -
  • Not all agencies are created equal

    … agencies, content agencies and so forth. And within each of these categories, there are specialists who attack niches. Like a hospital, it’s true that there are agencies that offer many services, but a multi-channel agency is not the right solution for every company (just like a generalist doctor is not the choice for every patient). Problem #2…

    David Rodnitzky/ Marketing Land- 15 readers -
  • 6 best practices for building a developer community

    … Developers have a reputation among marketers as a tough audience, as we’ve mentioned a time or two before. It’s very true that reaching them through marketing entails unique approaches. In past columns, I’ve gone into the ways a marketer should use content to engage developers, and how important the right attitude and empathy are to creating…

    Marketing Land- 13 readers -
  • 5 big things marketers actually have to start doing in 2017

    … If you look at the predictions for 2017 marketing trends, you’re probably going to see more of the same: Personalize things. Focus on customer experience. Start using Facebook Live. Think more about video. There’s no big paradigm shift happening. Marketing channels are maturing. Engagement is dropping. This year, rather than looking around…

    Marketing Land- 15 readers -
  • The evolution of the customer journey in 2017: Optimizing moments that matter

    … now bombarded with advertisements and messaging from several channels and platforms instead of just one. Omnichannel marketing is taking over the traditional digital marketing approach to ensure customers can be reached and engaged in several different ways over the course of a day or a week. Capitalizing on micro-moments In order to make our…

    Jim Yu/ Marketing Land- 18 readers -
  • The CMO-level audit for 2017: Preview

    … At 3Q Digital, my employer, we regularly perform audits for clients and prospects, putting accounts and channels under a microscope to make recommendations on things to fix and ways to scale and improve performance. Those audits are some of the most valuable work we do, and the findings are gobbled up by our clients’ account directors…

    Marketing Land- 16 readers -
  • Entrepreneurial lessons from an amateur poker player

    … a bit of money, poker was valuable to me in another way — it taught me a few lessons about my career as a startup entrepreneur. Here are a couple of insights I picked up from playing the game. Make informed decisions When you sit down to play a hand of poker, you know just a few things: your position at the table, the cards in your hand, and how…

    Marketing Land- 13 readers -
  • A marketer’s take on the Trump era

    … If you’re like me, you probably spent much of your spare time last year following the presidential election. Digital media rose to be front and center in politics, and given President-elect Trump’s preference for Twitter as a means of communicating with the American people, digital is here to stay in the political realm. As a matter of fact…

    James Green/ Marketing Land- 16 readers -
  • Getting down to business: Our top CMO Zone columns for 2016

    … senior marketers in our industry are doing right. Some of our most popular columns looked at the latest trends in digital marketing and explained how savvy marketers can evolve to get a leg up on their competitors. Others, like the Q&As in our new “Driving the Modern Marketing Organization” series from contributors Nadine Dietz and Erica Seidel…

    Marketing Land- 14 readers -
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