I went to a prospective client meeting yesterday to discuss opportunities for growing their membership base. One of my first questions was to ask about their data capture strategy. Not surprisingly, Read the rest of this entry »
I just returned from a client meeting where we presented the findings of a customer analysis. If you read this blog you know that I’m a HUGE advocate for uncovering the hidden gems in transactional and operational data, and then transforming that information into actionable marketing strategies and tactics to increase marketing ROI. We uncovered plenty of growth opportunity and that always excites me.
But, as we were presenting the findings I was having a parallel conversation with myself. I’m sure that sounds strange, but let me explain. Like the graphic below, I had all of this information flying around inside me head, and I wanted to ensure that the information we presented was supported by the overall knowledge we have of our client’s business … that I was being clear about how to put the findings into meaningful actions. It’s always the subtext to the data that is the difference between good looking charts, graphs and percentages, and the effective use of the information.
It’s the human element. As marketers, we have a responsibility to understand our markets …get into the dirt and rummage around to really understand what’s important and what’s not. And then combine that understanding with tools like data analysis to make sure we’re squeezing out every bit of marketing ROI possible.
When we completed the presentation our client was energized by both the findings and translating opportunities. It says we were successful in bringing the human element of understanding to their challenges and objectives.
At that point, the parallel conversation ended and we agreed on next steps.
As marketers work to increase their overall ROI, they are faced with a huge challenge … staying fluent in the ever expanding number of ways they can connect with their audiences. I liken it to drinking out of a fire hose.
One of the ways marketers are improving their online ROI efforts is through behavioral targeting. Here’s a great video from The 60 Second Marketer that I use with clients to help them grasp more quickly what we are proposing to them. Enjoy.
I’m probably dating myself through this post’s title. I’ve always interpreted the phrase to mean putting forth the necessary effort to get something done. And I’ve just experienced first-hand how colleges are getting it done when it comes to understanding their audiences. Read the rest of this entry »
I get excited when I see what’s happening with the evolution of social media marketing. The biggest challenge remains how to monetize it and measure the marketing ROI. Procter & Gamble is taking a big step forward in that effort.
Brand Week reported that the Cincinnati-based giant is launching a campaign targeting You Tube fans asking them to submit videos giving their tag line ideas for the new Wintergreen Ice toothpaste.
It’s a brilliant example of the new age of advertising … where digital marketing and social media are allowing the consumer to drive the content as opposed to the advertisers.
And this will allow P&G to measure ROI on many levels. And that’s what excites me.
Think of ways you can apply this example to your business. What would you ask your customers to do?
Are you as amazed as I am that so many companies make it difficult to do business with them. Cable and wireless companies … hello? And yet when you have an encounter with a company that makes the buying experience pleasant and productive, you have to wonder why everyone doesn’t see the light. I had such a experience yesterday. Read the rest of this entry »
If you are a regular reader of this blog you know that I frequently talk about the “gold mine” of information that resides in operational data. Leveraging the information can improve marketing ROI dramatically … and quickly. Another buried treasure among all that data is information that can help you detect customers at most risk for defection. Read the rest of this entry »
Try this experiment. Count the number of messages you are exposed to from the time you get up in the morning until the time you arrive at work. I counted one morning last week and the number surprised me. Read the rest of this entry »
This entitled video, “Ball Girl“, is an excellent example of viral marketing. By sharing it in this post I am a participant in the intended process.
I was sent this by someone earlier today. I then sent it to ten friends and colleagues. Someone I forwarded it to sent me back the reply he received with a news story embedded about the video being a staged event.
The news story revealed it is a viral video from Gatorade. Look closely at the end of the video for the product. So far there have been about 350,000 page views on YouTube.
Because I am stickler for marketing ROI, I am now searching for information about its performance against anticipated impact.
