Insight
Topics include consumer acquisition, consumer behavior, customer engagement, online advertising, lead generation
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Inc.Every business needs new customers, but don't ever forget that your easiest and most predictable source of new revenue is right under your nose: It comes from the loyal customers who already know your company.
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Forbes.comAdvertising builds brands and business. It remains a highly efficient way to say hello and offer a sense of ourselves to potential clients--on a scale we could never achieve in person.
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1to1 MediaUnderstanding the value differences across customer value tiers is critical in developing marketing programs that preserve or increase the value of the customer portfolio.
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mobileStorm Digital Marketing BlogEmail has long been considered a primary tool for customer retention, but it’s actually an equally powerful tool for lead generation as well. Beyond cultivating new leads from your existing email database, strategic placement of calls-to-action for email sign-up can be a very effective way to encourage dialog in order to engage potential prospects.
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Search Engine Land.comPaid search has become hugely important as a driver of customer acquisition and wallet share. As a result, it has drawn the attention of folks who don’t always understand how paid search campaigns work. And they're exactly the people who fall for six common fallacies.
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iMedia ConnectionSocial media is now the norm. But there's no need to abandon search, display, and email just yet. Here's how social media can complement traditional digital marketing and boost ROI in a few short months.
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Forbes.comA three-year study demonstrates that customer referral programs are a financially attractive way for firms to not only acquire new customers, but to retain the ones they have. What's more, referred customers generate higher margins than other customers--consistent with what is known as the "better-matching mechanism."
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ClickZBy starting with a softer informational or brand message, you can often get people in the door, but sometimes it takes a little bit more of a hard sell to actually get them to make a purchase. The hard sell can take a number of different approaches, but it's critical to keep the messages varied.
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Social Media TodayProspects are not only searching for guidance, comparisons, and experiences through Google, they are also becoming increasingly social in every step of a decision-making process. That means if we're not part of the decision-making cycle, then we are absent from decisions. In order to connect with prospects online, we must do so where they're already active.
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CMO.comNo surprise: Behavioral targeting (BT) is a more efficient way to target prospects. But customers are concerned about their privacy. So are privacy advocates and the government. Therein lies the dilemma for CMOs: Do you embrace a technique that will increase your marketing ROI while possibly turning off your customers and prospects over privacy concerns?
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