We are in a world of noise, junk, bling, attention-grabbing gimmicks, and over-abundance of yelling.
All of this noise creates an environment where there are few, if any, relationships, and more throwing “stuff” at the wall and hoping it sticks.
If you’ve seen Hulu advertising, they are stepping into the world of personalization and asking you “Which ad do you want?” They are not alone. Smart marketers are enabling their prospects and customers to choose how they wish to be communicated with. Why is this important? Instead of sending one advertisement to everyone, they’re doing their best to customize the advertising experience and serve each viewer with the advertisement that best identifies with them.
This is what a well-implemented customer relationship management (CRM) system enables every small business to do. It enables you to rise about the NOISE OF MARKETING and provide a personalized communication and education experience to your prospects, before they buy, and to your customers, after they buy.
In your marketing, as your customers indicate their preferences, your CRM system will enable you to constantly communicate to your customers in a way that’s best for them. Some customers, for example, might need LOTS of information, e-books, white papers, and documentation before they make a decision. Other customers might want information given to them in a short one-pager. Still other customers might prefer video or a podcast. Let your CRM system enable you to ask the right questions in order to constantly improve your communication.
The more you speak to thousands of customers as if they are thousands of customers, the less effective your marketing will be. The more you speak to ONE customer at a time, the more effective your marketing communication messages will be.
I know it seems easier to send one big email blast (or other communication) to thousands of prospects, however, that’s shortsighted. Take the investment in time (and possibly money) to ensure that each of your communications is as personalized as possible. The more you LISTEN and COMMUNICATE, the more personalized your marketing message will be, setting you up for longer-term success. This method of communication also builds long-term relationships, instead of short-term transactions.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.