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Email marketing – What you need to know to get it right!

Email marketing – What you need to know to get it right!

Make sure you nail all the basics

If you want an email marketing program that really delivers results, you need to get the technical basics right. The most beautiful content won’t drive results if it doesn’t get delivered. According to ReturnPath, an average of 20% of all email messages never reach their audience. Generally because they’re blocked or diverted from the inbox.

Here are the key elements that you need to nail to make sure you don’t get tripped up by some technical glitch. A glitch that will impact your email marketing results.

Email marketing challenge #1:
Getting your data in order

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What’s the true role of Marketing? Hint: It’s Not What You Think!

What’s the true role of Marketing? Hint: It’s Not What You Think!

I often ask my workshop and conference participants – typically seasoned marketing executives – what the role of marketing might be? Their answers are, by and large, always the same. They revolve around advertising and marketing communication.

They tell me it’s all about branding and image. About differentiation and value. This, of course, is all true and essential. Part of what we are tasked to do as marketers. But is it enough?

Marketing : beyond the four Ps

Strictly speaking, marketing encompasses what we all know as the four Ps. This is how marketing is taught in most business schools on the planet. Price, Place, Promotion and Product. This model for marketing management was first published by E. Jerome McCarthy, back in 1960. But has it kept pace with the times?

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What is a marketing collaboratory?

What is a marketing collaboratory?

Collaboratory: [Coˈlæbrəˌtɔrɪ]  noun :

The word collaboratory (pronounced co lab ratory) is a blend of the words collaboration and laboratory. The term is borrowed from the scientific community and is defined as a virtual collaborative environment. It’s a place where scientists and researchers from around the world work together on research projects.

This environment allows them to share resources, research and knowledge. The objective is to achieve innovative solutions faster by leveraging collective knowledge.

The relationship marketing collaboratory

When applied to the field of relationship marketing, it is a collective of strategists, tacticians, technologists and artisans. These individuals share their knowledge and expertise to find innovative solutions to real-world business challenges.

Everyone works in a spirit of cooperation, in the context of workshops, virtual meetings and other forums. The mission of the collaboratory is to help marketers build sustainable customer relationships, bringing brands and people closer. It also focuses on helping people make better, more informed choices and getting more enjoyment out of whatever they buy.

Sharing knowledge

One of the key principles is the sharing and transfer of knowledge. In a traditional consulting model, the consultant evaluates, juges and recommends. A collaboratory is a shared experience where each participant helps others gain insights and knowledge in the pursuit of an innovative solution. Each participant is enriched in the process.

A real-world example

The Dayton Collaboratory, in Ohio, is a team of innovators that work together to bring ideas to life. The Collaboratory provides infrastructure and resources to individuals and organizations in the community to collaboratively support various initiatives. Their goal is to generate new economic, community and creative opportunities.

 

Contact us to learn more about our collaboratory.

Discover our modular services

Are you facing challenges with your relationship marketing or customer experience? Take advantage of our modular service offering to gain insights and understanding on how to generate real business impact. Learn more about our service here.

Your 2018 Marketing Resolutions – Three dumb things marketers should stop doing right now!

Your 2018 Marketing Resolutions – Three dumb things marketers should stop doing right now!

My, how time flies! The year is quickly coming to a close. And most of us busily preparing for the new marketing challenges that lie ahead. Fine-tuning budgets. Tying up loose ends. And perhaps looking forward to some time off with family and friends. But before we break for the holidays, why not take a few minutes to reflect on how we hope to change and improve in the coming year. Here are three 2018 Marketing Resolutions : dumb things you should stop doing in the next year. Heck, why not stop doing them right NOW!

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Lead Nurturing: Are You Serving Green Bananas?

Lead Nurturing: Are You Serving Green Bananas?

Lead nurturing is a hot topic these days. Historically, lead generation programs were always designed to quickly pass fresh leads on to sales as soon as they were identified. Time was of the essence, the theory went. And quantity was king. Today, things have change dramatically. In recent years, organizations have realized that it is preferable to let marketing hang on to leads as long as possible before passing them on to sales. Why the big shift in strategy? And what’s be big advantage of nurturing leads before handing then off to sales. Let’s examine what brought about this fundamental reversal.

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CASL: Canadian anti-spam legislation – Are you truly ready?

CASL: Canadian anti-spam legislation – Are you truly ready?

Canada’s anti-spam legislation (CASL), also known as C-28, comes into full force on July 1 of this year. If you’re sending emails to Canada and haven’t already taken steps to prepare for CASL, you have a few short days to get ready to comply with what is considered to be the most stringent anti-spam legislation in the world. And there’s a major incentive to do so: fines of up to $10 million for a business, or $1 million for an individual.

CASL and the concept of consent

At the heart of CASL is the need to obtain consent – either explicit or implied – in order to be able to send Commercial Electronic Messages (CEMs) to your customers, prospects or subscribers.

Explicit consent is consent which is given verbally or in writing by a contact, using various means including a web page that provides a check box (which cannot be pre-checked) or a subscribe button.

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Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

In today’s cluttered always-on marketplace, strong Marketing ROI is often illusive. One of the reasons is that as channels multiply, marketing communication becomes increasingly siloed. Digital on one side, traditional on the other. Same for social media, PR and event marketing.

With some many teams working independently, it’s a challenge to get everyone on the same page, delivering a consistent brand message regardless of the channel.

Now image how hard it is to get these channels to understand how they are connected. And how they need to work together instead of independently in order to have a multiplier effect – not just additive – on results. That’s the true meaning of a synergy.

The secret to synergy is understanding media interaction, what role each channel is best at, and how you can move customers forward in their decision-making process by using media combinations along with the right call to action. But the key is using the right channels at the right time and providing content that speaks to the need and the state of mind of the customer at that point in time when they reach a given journey stage.

The customer journey
A key element of the presentation is the customer journey and how you need to choose the right media combinations at each stage of that journey.
Photo credit Dan Levy @TheDanLevy

I had the pleasure of speaking at the FFWD Advertising and Marketing Week in Toronto on the convergence of physical and digital media. The presentation was held at the TIFF Bell lightbox – an incredible venue in the heart of the city — and was sponsored by Canada Post. This was the kick-off event of the Canada Post DM Education and Awareness Program called We’re Rethinking Direct Mail.

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Relationship Marketing: 4 things you need to know

Relationship Marketing: 4 things you need to know

After a recent discussion with a few colleagues at the APCM – the Association of Quebec marketing communication professionals affiliated with the AMA, I was shocked to discover how misunderstood the concept of relationship marketing really is here in our market space. I suspect that this might be the case elsewhere in the world as well. Apparently, many marketers here confuse relationship marketing with email marketing and more specifically with the use of newsletters to communicate with customers. In France, relationship marketing is synonymous with multi-level marketing or network marketing.

So here’s my attempt at clearing up some of the confusion (and hopefully not contributing to it). In my view — based on 33 years of experience — relationship marketing is a form of marketing that focuses on creating, maintaining and growing business relationships between an organization and its customers. Relationship marketers focus on the quality, longevity, depth and value of the relationship with customers on an individual or personal level. This form of marketing is an offshoot of Customer Relationship Management, commonly referred to as CRM. I use the term to designate the CRM marketing vision and practices, as opposed to the management software platforms that make CRM possible.

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How to start a relationship with a B2B landing page

How to start a relationship with a B2B landing page

A well designed landing page can make the difference between a raging success and an abysmal failure for your lead nurturing program. The people at Pardot, just released this really powerful Infographic on the anatomy of a well designed landing page. Their point is well taken: because you typically lose over half your visitors right from the getgo and have to really work hard to convert those who stay on the page.

Know and share your value
Some of the elements that really stand out to me as a relationship marketer are the need for strong call to action and a well crafted value statement. Answering the age old question “WIIFM?” (What’s in it for me?) is essential to producing strong results. This to me is the deciding factor in a landing page, or any other marketing piece.

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When recommendation engines go terribly wrong

When recommendation engines go terribly wrong

One of the most popular forms of personalization used on eCommerce sites is the “people who bought this, also bought that” recommendation. The assumption is that people have similar tastes and so if other people are buying the same things, so should you. Sometimes, the intention is to ensure that someone who buys an item requiring additional accessories be reminded of all that is needed before checking out their shopping cart.

Some sites use an algorithm to predict which products should be paired with each other. Others simply tag products and bucket them into groups. Now the latter can same time and money, but sometimes leads to some strange recommendations as seen below on the Tiger Direct website.

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