When assessing page structure and layout, there is a subtle, yet strategic way to use images in an SEO-friendly manner (beyond ALT tags) that improves your search rank while allowing you to integrate the necessary marketing message(s). Confused? Let’s look at an example: Suppose you operate a travel site and you want to optimize a given page for […]
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For a long time, reciprocal links have remained at the forefront of most inbound linking strategies. This is going to have to change. Google now discounts all reciprocal links. The algorithm has been altered to identify the exchange of links by two parties for the purpose of increasing their number of inbound links. The concept of reciprocal […]
Have you ever used Uber X, the freelance taxi service? Half the cost of a cab and twice the level of service. The cars are immaculate. The drivers are almost overwhelmingly nice. They care deeply about your experience. Not because they want a tip. They…
For marketing, the customer is the final score
Highlighting this customer focus, in our 11th annual marketing barometer survey we asked over 75 senior level marketing executives to “compose a tweet on the future of marketing.” We then took those answers and created a word cloud (see above). Low and behold, the two largest words that came up were “Customer” and “Buyer”. These executives, whether intentional or not, understand that the customer/buyer will determine the final score. So remember, while different marketing practices may have incredibly important functions, in the overall game of business, they are all just offensive rebounds.
Follow Sam Melnick on Twitter @SamMelnick
So many marketing solutions are available that it is very difficult for marketers, chief digital officers, and CIOs to have a holistic view of what they have, what they need and why. IDC has recently created a tool to help – The 2014 Strategic Framewor…
Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that ma…
Larger and richer collections of customer data are increasing available. That’s the good news. But most of that data is wasted. That’s the bad news. Poor data practices remain one of the biggest hurdles to marketing success.
Here are four ways that companies squander data and recommendations about how to stop the waste:
Data is Missing: A huge amount of customer data is available but is just not collected. Your ultimate goal should be to capture interaction and behavioral data at every touch point.
What to do: Acquire the data. Invest in marketing technology and services that capture data and in data management technology to store it for analysis. IDC finds that tech marketing leaders invest more than three times the amount of funds in marketing technology than their laggard cousins. Big data is the marketer’s friend. Providing lots of data to your analysts will enable them to predict the next best offer, discern buyer preferences, determine marketing program attribution, improve conversion rates, and much more.
Data is Unavailable: Some customer data is captured in company systems, but is trapped where marketing can’t access it. Marketing needs information on customers from a broad array of sources from both inside and outside the enterprise. Sales data, purchasing data, and customer service data, are examples of internally available data critical to seeing the full customer picture.
What to do: Aggregate the data. C-Suite executives must rush to the aid of marketing if they want to get full value from the function. To stop measurement at the MQL or even sales “closed loop” is insufficient for the full customer picture. Pay particular attention to converting unstructured data into structured data so it can help drive the content customization and delivery process.
Data is Junk: Sometimes customer data is captured, but is meaningless.
What to do: Analyze the data. You must be able to separate the signal from the noise. The first step is to gain a baseline understanding of the journeys taken by your best customers. This point of view will give you a filter. CMOs need to invest in the tools and skills needed to gain insight from the data and tell a relevant business story.
Data is Late: Some meaningful data is captured, aggregated, analyzed – but the whole process takes too long for any relevant action to occur.
What to do: Act on the data. The point of data investment is to develop a rich understanding of the customer’s context so the most relevant response (typically content) can be delivered to them. In a digital dialog, a response is expected on the other side of every click. Data needs to be made readily available to decision engines and content management systems so that they can take action.
IDC’s CMO Advisory Service is conducting our 11th annual barometer survey. Consider this blog post the official call for participants (get pumped!)Ok let’s cut to the chase:What are the benefits:Complimentary copy (value of $4,500, yea the font is gree…
Are IT Buyers so self sufficient that sales people will no longer be needed? Much was made in 2013 of the notion that IT Buyers make a large percent of their decision before engaging with sales. Every major market research company had its own number bu…
Or maybe 2014 will be the year of mobile, or the year content marketing. Ok, Ok, I can guarantee one thing, 2014 will be the year of the horse.While 2014 might not be the year of digital marketing, digital will continue to be deeply important to the ma…
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