Marketing to Lapsed Customers to Prompt Repeat Business

Marketing lapsed customers

Though brand switchers are often the target of sales, I find that the biggest boost can come from brand loyals. What are ways to bring back customers whose interest has waned? As part of a project with a medical supplies company, I took aim at just that group. At the time of the study, the [...]

Top 10 Marketing Trends for 2015

marketing trends for 2015

For the past 30 years, Brand Keys, a brand loyalty and customer engagement research consultancy, has conducted a year-end examination of our validated loyalty and engagement metrics, collected from over 100,000 consumers who participated in one of the predictive surveys we conduct each year. This retrospective – subsuming more than 150 B2B and B2C categories [...]

An Experiment to Improve Email Click-Through Rates

E-mail @ symbol

On November 12, the analysts at Marketing Experiments presented results from a recent experiment that showed it was possible to improve click-through rates by leveraging design changes to the outbound email. The product under consideration was a home music system. The control featured a soft approach which downplayed the product and showed a happy and [...]

Marketing Strategy Success Comes from Knowing Your Customers

Marketing Strategy

I just read a study from Fournaise Marketing Group, a London consultancy, about the challenges we marketers have gaining credibility for our initiatives with C-Level management. Three issues particularly interested me: We talk too much about brand, not enough about revenue. 77% of CEOs say marketers talk about brand, brand values and brand equity but [...]

Oil Your Marketing Gears to Reduce Conversion Friction

Hands of mechanic, who lubricates car engine © Pavel Losevsky - Fotolia.com

On October 8, the “mechanics” at Marketing Experiments taught us a lesson that auto enthusiasts embrace – for optimal engine performance. we need to reduce the friction between moving parts. Just as oil is the blood of an engine, and has the major purpose of making parts move easier, marketing communications greases the passage of [...]

Optimizing PPC Campaigns by Better Understanding Connotation and Motivation

Two laboratory test glass containers with blue liquid test samples

On September 10, the crew from Marketing Experiments asked a very pertinent question: How can we change our Pay-Per-Click (PPC) ads to improve their impact? In classic Marketing Experiments fashion, the speakers presented multiple ads with slight variations in the traditional A/B test format. Below is an example of some of the ads they tested: [...]

Market Segmentation To Prioritize Prospects

group of white pawns, one red pawn over bullseye

Market segmentation, or how marketers divide their market, has changed over the last 30 years. New techniques, more powerful analytic platforms, and terabytes of data have moved market segmentation from an annual event to a real-time exercise. In a recent GreenBook webinar, Scott Laing of ORC International shared with the audience his take on how [...]

How to Showcase the Human Side of Your Brand in Social Media Campaigns

thumbs down, thumbs up

Social media networks have indeed revolutionized the way businesses approach their public relations, advertising, and marketing campaigns. With the quick and wide connection of these pages to millions of people online, companies have taken advantage of social media to market their products/services. However, in an attempt to make things easier, entrepreneurs often rely on tools [...]

“The 2014 State of eCommerce Marketing” Report

shopping cart

In QuestionPro’s monthly Google+ Hangout on Air online event series, I recently interviewed Sam Mallikarjunan, Head of eCommerce Marketing for HubSpot. The topic of course was eCommerce marketing. HubSpot conducted a survey on the ‘State of eCommerce Marketing’ and is releasing a report on the findings. The results were debuted on our Hangout. Some of [...]

Using a Balanced Scorecard to Focus Your Business on What Matters

balanced scorecard

Forget what you know about the Balanced Scorecard approach. Most guides don’t really get to the point, as all they talk about are the “four perspectives” that you need to have, business objectives, and KPIs. All that is important, but what is more important is a coherent approach to using these business tools. Goals and [...]