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The Components of Personalized Marketing: From A to Z

19 Dec

As we have noted before, customer personalization is an important tactic for marketers — both online and offline.

Recently, Neustar (a data-driven intelligence firm) published an interesting report on personalized marketing:

“Customers expect it. Technology enables it. Brands who can deliver it are generating huge increases in ROI. Personalization has gone way beyond simply adding a customer’s name to a communication. Customers increasingly expect highly relevant content in the right channel at the right time, whether they’re on a brand’s Web site, a social network, or in their E-mail inbox. For brands, delivering this one-to-one experience at scale – to thousands, or hundreds of thousands of prospects and current customers – requires leveraging sophisticated data sets, processes, and platforms.”

“It’s no surprise that many marketers are struggling. In a recent survey by Digiday and Neustar of 100 digital media and marketing executives, more than half (53%) reported ‘always’ or ‘often’ struggling to personalize their marketing at scale. Marketers know they need to make their marketing personal, but aren’t sure how to do it at a scale that makes it cost-efficient. The challenges include data quality, difficulty of activation across online and offline channels, and a lack of understanding of the components of the process. [Our] A–Z deals with the latter.”

Click the image to download Neustar’s report.
 

 

Sprout Social Media Index

3 Dec

There is a lot of discussion about how companies should/can rate the effectiveness of social media. One interesting assessment is the Sprout Social Index.

As reported by Douglass Karr for Marketing Technology Blog:

“5 out of every 6 requests made by consumers on social media to a business go unanswered. Businesses continue to make the terrible mistake of utilizing social media as a broadcast medium rather than recognizing its impact as a communication medium. Long ago, companies recognized the importance of managing inbound calls since customer satisfaction is directly attributable to retention and increased customer value.”

“The volume of social media requests have increased 77% year over year. But the response has only been a 5% increase by businesses. That’s a huge gap! Why aren’t social requests getting the same attention? My guess is that consumers don’t expect a response as they do via phone so they’re not getting as upset as they do when sitting on a call that goes unanswered. But the opportunity for businesses to truly make a social impact is huge in most industries… especially knowing that your competitors aren’t responsive!”

“The Sprout Social Index is a report compiled and released by Sprout Social. All referenced data is based on 18,057 public social profiles (9,106 Facebook; 8,951 Twitter) of continually active accounts between Q1 2013 and Q2 2014. More than 160 million messages sent during that time were analyzed for the purposes of this report.”

 Check out the Sprout infographic.

 

 

How Should Marketers Utilize Snapchat?

29 Nov

As we wrote two months ago, Snapchat – the social media site where people can post photos and videos that are viewed and then disappear — is now three years old.

But from a business perspective, Marketo (a digital software firm and information provider) asks: “Is Snapchat an application brands can successfully use to reach their customers? And if so, what are some best practices for using Snapchat in a marketing capacity?”

Here’s a Marketo infographic that addresses these questions.
 

 

BCBGMAXAZRIA: Now in 100 Countries

23 Nov

BCBGMAXAZRIAGROUP is a global fashion powerhouse:

“Founded in 1989, BCBGMAXAZRIAGROUP is the lifetime vision of one man: Founder, Designer, Chairman, and Chief Executive Officer Max Azria. After years of success designing women’s wear in Paris and Los Angeles, Azria decided to pursue his dream of launching a design house that spoke to the modern woman, and BCBGMAXAZRIA was born.”

“Today, BCBGMAXAZRIAGROUP has more than 570 BCBGMAXAZRIA retail boutiques worldwide, each serving as a consummate showcase for women’s ready-to-wear and accessory collections. There are currently over 175 BCBGMAXAZRIA boutiques in the United States, and BCBGMAXAZRIA is present throughout Europe, Canada, Venezuela, Chile, Portugal, Greece, Bahrain, Japan, Singapore, Malaysia, Taiwan, China, Hong Kong, and Russia among other countries. The Azrias’ collections are also sold in specialty stores and in-store shops in major department stores across the globe, including Saks Fifth Avenue, Bergdorf Goodman, Bloomingdale’s, Macy’s, Lord & Taylor, Dillard’s, the UK’s Harvey Nichols, Hong Kong’s Lane Crawford, Taiwan’s Mitsukoshi, and Singapore’s Takashimaya stores.”

The company has a very active fashion blog, which may be accessed by clicking the image.


 
The retailer continues to grow and has now expanded into more than 100 countries. It has also become more active with online sales. As reported by Alicia Fiorletta for Retail Touchpoints:

“Women’s fashion house BCBGMAXAZRIA Group has implemented the cross-border E-commerce solution from Borderfree to extend its brand to international online shoppers.The BCBGMAXAZRIA flagship line is now available in 100 countries, with the brand offering free shipping to all countries with a minimum spending threshold. All purchases also will be duty-free in all countries except Japan and Canada. Later this year, BCBGMAXAZRIA will expand its international E-commerce assortment to include its BCBGeneration and Hervé Léger brands.

“With the Borderfree technology, BCBGMAXAZRIA was able to quickly bring international, cross-border shipping to its E-commerce site, according to Alex Golshan, VP of International E-commerce and Omnichannel at BCBGMAXAZRIA. Team members receive accurate calculations of taxes and duties for each product, and have access to catalog review, customs compliance and restricted product management tools.”

Click the image to read more from Fiorletta.


 

The Value of Customer Referrals

21 Nov

We know that positive customer word of mouth (in person or electronically) can have a dramatic impact on firm performance.

Here is a nice infographic by Forewards, a specialist in customer referrals for small firms:

“If your business is like most other retailers, online or bricks-and-mortar, you probably rely on the holiday rush to play a huge part of your success every year. This year, in particular, the National Retail Federation (NRF) is forecasting that in the United States retail sales as a whole will be well over $600B this holiday season. That’s a pretty huge opportunity. No doubt, a good portion of those sales will happen online as well. This begs the question. Is your online store ready for the holiday rush? We’ve provided a number of actionable tips and techniques in this blog which we hope was helpful. if you haven’t yet acted on some of these suggestions the time is now.”

 
The Science of Customer Referrals - Holiday Edition
 

Mastering Your Online Professional Brand

16 Nov

As we have written several times (see, for example: 1, 2, 3, 4, 5), developing, managing, and marketing  one’s self brand could be THE most important factor in career success.

And now, one’s self brand must clearly and persuasively be communicated online. Consider these observations from HubSpot:

“In today’s world, it is imperative to have a strong brand online. Why? Employers use the Internet to learn about potential new employees. Businesspeople use the Internet to do research on potential new partners. Marketers use the Internet to connect with thought leaders and promote content. The list goes on and on. If your brand online is not up to par, you might be losing out on opportunities you didn’t even know existed!”

 

Click the image to access a 50-page guide from HubSpot.
 

Professional Brand

 

Be a Smart Customer: 2014 Holiday Shopping Tips

12 Nov

Every year, I offer a list of holiday shopping tips intended to help shoppers avoid overspending their budgets. Since the holiday season starts earlier and earlier each year, I’m moving up my tips post. According to the National Retail Federation, the holiday season actually started in October.

So, here are my 2014 shopping tips as a checklist [Click the list to see a larger version.]:
 
 2014 Shopping Tips
 

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