The customer journey – A 360º view of your customer interactions
A lot has been written about the customer journey, or path to purchase, and about the importance of communicating the right message at the right time according to what stage of the journey your customers find themselves.
At their annual Awards Gala, the Relationship Marketing Association (AMR) and the Flèches d’or Awards (Golden Arrows) jury recognized the excellence of our marketing campaigns by awarding four Top Awards and a certificate of merit including the Best Multi-channel Marketing Campaign as well as Gold in three categories.
We are honored by this industry recognition of the quality of our team’s great work. It’s thanks to our clients and the confidence they place in our strategies that we are able to shine.
Email marketing is a powerful tool…if you know what you’re doing
Email marketing is sometimes equated with sending out newsletters. But it’s so much more! Simply put, Email Marketing is the systematic and structured use of email in order to initiate, build and consolidate a relationship between brands and people. Email is the most popular media for Relationship Marketing. This is largely because of its impact, its ROI and its ability to grow sales.
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.
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?
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.
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!
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.
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.
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.
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.