Targeted Marketing & Content
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Digital Transformation at Sears Holdings
Data-driven Personalization Fuels a Member-Centric Strategy
by Patricia Seybold, Susan AldrichSince 2009, Sears Holdings (Sears, K-Mart and related brands) have promoted a rewards program called "Shop Your Way" to turn shoppers into members. The loyalty program is supported by big data analytics and targeted, personalized marketing. At the same time, the retailer has innovated in cross-channel customer experience. -
IBM Watson Engagement Advisor Update
Virtual Assistants that Use Cognitive Technology to Think and Learn
by Mitchell KramerHow does IBM Watson Engagement Advisor stack up in providing virtual assisted-service across customer service channels? Its virtual assistants can answer many types of customers’ questions and, through usage, can learn to answer more of them. -
Malaysia Airlines
Can Digital Transformation Help the Turnaround?
by Patricia Seybold, Susan AldrichMalaysia Airlines embraced digital marketing from 2012 to 2014 by migrating to a unified marketing platform and partnering with experts. When twin disasters struck in 2014, marketing was able to communicate to customers in real time via social media. -
Suncorp Group Increases Online Revenues
A Digital Transformation Success Story
by Susan AldrichDigital Transformation can be a key to effective marketing. Learn how Suncorp Group’s digital strategy, combined with a digital marketing maturity model, is leading to impressive results. -
Are Your Daily Deal Customers Just One-Night Stands?
How Might You Convert Them to Loyal, Repeat Customers?
by Ronni MarshakMerchants who invest in daily deal discounts to court new customers need to follow up with planned marketing campaigns or the new customers might just be a “one-night stand.” -
Robocalls: Annoying and Illegal
Avoid This Customer-Unfriendly Practice Except for Appointment Reminders
by Ronni MarshakSo, how annoying are those automated marketing calls that interrupt you at dinner time? And they aren’t only annoying, they’re illegal. Still robocalling, as it is called, is proliferating. What can you do about it? -
Agilent’s Virtuous Circle of Personalization
Customer Experience, Content Strategy, and Marketing Automation Create a Machine that Drives Customer Engagement
by Susan AldrichAgilent offers lessons on achieving a highly personalized experience for customers of all stripes at all phases of engagement. -
The Future of Computing
New Wealth Will Conform to Old Patterns
by Scott JordanScott Jordan considers the future of highly personal computing—computing on and around our person--and its relationship to the “new wealth,” in which privacy may be a luxury. -
Marketing Offer Overload
Customers Are Drowning in Repeat and Inappropriate Offers
by Ronni MarshakMarketing success comes down to hitting the customer with an offer of something they want or need at the moment they want or need it. Some best practices will help you avoid overwhelming your customers with offers. -
Speakerfile’s Expert Visibility Platform
A “Speakers’ Bureau in a Box”
by Susan McKittrickSpeakerfile software platform increases the visibility of subject matter experts and helps marketers capitalize on speaking opportunities as a component of a thought leadership or content marketing strategy. -
Amazon’s Next Moves
It’s a Customer Ecosystem Poised to Become an Increasingly Important Part of Our Lives
by Patricia SeyboldAmazon isn’t “just” an online retailer; it’s a vibrant and layered customer ecosystem designed to help you get things done faster and cheaper. Amazon phones will bring added convenience. Amazon’s ads will be more relevant than Google’s or Facebook’s. -
When, Where, and How Customers Want Recommendations
Going Beyond Explicit to Fortuitous
by Ronni MarshakThere are lots of technology services that let you deliver personalized recommendations to customers on websites, email, and mobile devices. But what kinds of recommendations do customers actually value and which ones do they hate? And why? -
Are You Tracking Your Customers’ Locations on Their Mobile Phones?
Marketers Beware: Customers Don’t Want Their Locations to Be Tracked and Monitored
by Patricia SeyboldDo you know where you are? Everyone else might! Today’s smartphones are tracking devices that also happen to make phone calls. Your mobile apps are probably tracking your location and sharing that information without your permission. -
Peerius Recommendation and Personalization Solution Evaluation
Personalizing Many Aspects of Customer Experience
by Susan AldrichOur evaluation explains why Peerius should be on the short list of any retailer who seeks to personalize any aspect of the customer experience using behavioral, profile and social data to predict which content will be the most valuable. -
Steps to Success for Personalizing Your Customer Experience
A Roadmap for Personalization
by Susan AldrichSee how pioneers in personalization, including Bakers Shoes and Netflix, use personalization to great advantage. Personalization varies among businesses and among customers, but we offer the specific steps you can take to set and accomplish personalization goals that enhance your business and your customer experience. -
Facebook’s Timeline: Seductive and Dangerous?
Applications Integrated into Timeline Track Everything that You and Your Friends Do
by Patricia SeyboldFacebook’s new Timeline is much more than a new user interface. It’s a seductive forced march designed to lead us all into a marketers’ nirvana in which our activities and life events are tracked. -
Unintended Risks of Using Facebook
Pay Attention to What Information, and Whose Information, You Are Sharing with Whom!
by Patricia SeyboldBe a good steward of your privacy and the privacy of your friends and family members on Facebook. Learn how applications are mining and analyzing your and your friends’ Facebook behavior and what you should know about those practices. -
Groupon's New Consumer Programs
How Do They Benefit Consumers? And What Do They Offer Merchants?
by Ronni MarshakGroupon is trying new programs to win the loyalty and wallets of existing and new customers. But do the programs offer enough to attract customers to join? And what’s in it for the merchants? -
All I Want for the Holidays
A Wish List to My Favorite Retailers and Etailers
by Ronni MarshakHere's a list of ways to personalize the holiday shopping experience that will delight customers and bring in extra sales from those of us who avoid Black Friday and Cyber Monday. -
Build Community Around "My Stuff"
How Will Online Communities and Social Networks Evolve?
by Patricia SeyboldOnline customer support communities and social networks need to be integrated into the tools that customers use to manage their stuff.
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