nectarOM http://www.nectarom.com the easiest marketing personalization suite possible. Thu, 26 Feb 2015 14:00:22 +0000 en-US hourly 1 http://wordpress.org/?v=346 Marketing Personalization: A Long Term Investment http://www.nectarom.com/marketing-personalization-long-term-investment/ http://www.nectarom.com/marketing-personalization-long-term-investment/#comments Thu, 26 Feb 2015 14:00:22 +0000 http://www.nectarom.com/?p=4798 With 94% of marketers agreeing “personalization of the web experience is critical to current and future success,” we know that personalization is an investment that yields impressive results. However, personalizing content can take more effort than producing generic, robotic marketing content. Getting to know a customer’s habits and preferences can take time, and analyzing customer behavior may require a few […]

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With 94% of marketers agreeing “personalization of the web experience is critical to current and future success,” we know that personalization is an investment that yields impressive results.

However, personalizing content can take more effort than producing generic, robotic marketing content. Getting to know a customer’s habits and preferences can take time, and analyzing customer behavior may require a few extra resources from the marketer’s toolbox. Nevertheless, personalization is an investment worth making, as a 1:1 shopping experience yields dramatic increases in ROI.

How is personalization a “long-term investment”?

Companies might need to wait several months before seeing a significant payoff in any type of long-term investment. The time it takes for personalization to pay off varies, based on the amount of interaction a shopper has with a company. For example, the pay off for a consumer that purchases purchases from a company a few times each year is longer than the payoff of a consumer who buys from that same company a few times each week. The brand will subsequently have more opportunity to gather data about the frequent purchaser based on his or her purchases and will be able to use the applicable personalization techniques over time to increase revenue on the customer. The more you know about your customer, the better the payoff.

personalization-is-an-investment

Why does personalization yield results?

Customers prefer personalization. Tailored content enhances a shopping experience and makes a customer feel special. 1:1 marketing improves loyalty, strengthens business-consumer relationships, generates leads, and attracts shoppers. This all leads to an increase in sales and ROI. With all of these potential benefits, marketers should be more than willing to invest a little effort into personalizing content for shoppers.

How do you get that payoff?

Investing in personalization is a three-step process. Marketers should practice the following steps for maximum ROI.

  1. Collect customer data: Data is the backbone for a personalized marketing campaign. Companies can collect customer data with a Data Management Platform (DMP), and make adjustments to marketing strategies based on what customer data tells them. Companies can retrieve data by offering exclusive customer membership accounts, promising an exchange of personal information like name, address, and birthday, for special offers and discounts. Companies can also collect data from customers’ past searches or purchases in-store or online. After compiling this information, marketers can then…
  2. Analyze customer data: Customer data analysis shows whether a marketing strategy is working or failing. By evaluating specific metrics, marketers can figure out their customers’ preferences. Each interaction between a consumer and a business contributes to their 360-degree customer profile. The more interactions a consumer has with a business, the more complete their customer profile will be. Complete profiles allow businesses to adjust their marketing strategies and provide relevant content for customers. With a customer profile, marketers can proceed to…
  3. Create content based off of analysis and customer profiles: Once a company figures out which marketing messages their customers prefer, marketers can begin drafting personalized, relevant content. This tailored content may include products similar to past purchases, or special offers based on birthdays or location. Data analysis is reflected in every aspect of customer content – from a personalized subject line of an automated email to a list of recommended products on a website.

The collection, analysis and content development process should be a never-ending cycle. If companies slack on collecting customer data, marketers could miss important changes in customer preferences. This could lead to an inaccurate data analysis. Mistakes in data analysis – or neglecting to analyze data at all – can taint marketing content. And failure to adjust marketing messages can lead to a drop in sales, as nearly 75% of consumers dislike irrelevant content. Interested in learning a little more about marketing personalization? Check out some of personalization basics here.

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Defining the Loyal Customer with Data http://www.nectarom.com/defining-loyal-customer-data/ http://www.nectarom.com/defining-loyal-customer-data/#comments Mon, 23 Feb 2015 14:00:10 +0000 http://www.nectarom.com/?p=4796 What is a “loyal” customer? The loyal customer is a person who keeps coming back for more. This customer frequently browses, shops and supports your company. A loyal customer may consider other competitors, but often chooses your company when making purchases. In other words, a loyal customer is your favorite kind of customer. Why is […]

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What is a “loyal” customer?

The loyal customer is a person who keeps coming back for more. This customer frequently browses, shops and supports your company. A loyal customer may consider other competitors, but often chooses your company when making purchases.

In other words, a loyal customer is your favorite kind of customer.

Why is defining the loyal customer with data helpful?

Companies should market to all types of consumers. However, marketing to loyal customers can give a business an edge when making sales.

The loyal customer also tends to be a more valuable customer. Selling to existing customers is about 50% easier than selling to new customers, according to Marketing Metrics. Loyal customers also churn a greater profit, according to Gartner Group. In 2012, the group found that 80% of a company’s future revenue comes from 20% of existing customers.

Brick-and-mortar loyalists

In small mom-and-pop shops or some brick-and-mortars, labeling the loyal customer can be easy. For example, I frequent my local brick-and-mortar Starbucks so often that the baristas have my order memorized. When I walk through the franchise’s doors, I am greeted with a friendly “Hello Savannah!” followed by, “Grande vanilla soy latte, right?”

Because I am face-to-face with my Starbucks baristas every day, my baristas can easily discern that I am a loyal Starbucks consumer. Because of this, they offer me a personal greeting and predict my order. This makes my experience more enjoyable and convenient.

But what about entities that aren’t privy to daily face-to-face interactions?

Digital loyalists

What is a digital loyalist?Determining loyal customers across digital entities can be a little more dynamic. With a significant portion of sales happening over the Internet, discerning which customers are loyal is important. However, it is not always as basic as face recognition.

Companies can analyze big data from their online sales to determine which customers are loyal. Integrating data and marketing can be more effective than remembering names and faces.

In the aforementioned Starbucks example, defining loyal customers can help a company personalize shopping experiences. This personalization is not limited to in-store interactions. Marketers can offer the same personalized greeting and predictive product suggestions digitally via email, SMS or website.

Marketers can use data several different ways to determine which customers are loyal. Special membership programs are the most obvious way to discern which customers are loyal. These CRM systems generally require customers to share personal information in exchange for special offers or discounts. Personal data is compiled to create a personalized customer profile. Companies can also use specific metrics to determine which customers are loyal. Metrics can track how many purchases a customer makes, and determine whether they are a one-time buyer or a loyal customer. Marketers can also use metrics to see which customers are opening, sharing, or unsubscribing to online content.

Adjusting personalization for one-time shoppers vs. loyalists

Distinguishing loyal customers can also help a company shape their marketing strategy. Businesses may change the way they market based off how likely a customer is to be a return customer.

Starbucks is one of those companies that adjusts its marketing strategy according to a customer’s loyalty. According to Business Insider, the coffee company offers most of its special offers to consumers who are not as likely to be return customers. Starbucks tries to attract these irregular buyers with these special offers, whereas it doesn’t feel the need to woo loyal customers because these loyalists do not require special offers to buy from Starbucks.

However, Starbucks does not ignore its loyal customers. Through its rewards program, Starbucks offers different types of offers for customers that are more loyal. Offers for Starbucks Gold members  – the most frequent Starbucks customers – encourage further purchases from a sect of consumers who are already frequent buyers. For example, customers at the Gold level have access to free in-store refills – a privilege reserved only for Gold members.

Through this unique type of personalization, Starbucks plays the marketing game based on the strength of its consumer relationships. If you’re intrigued about incorporating customer data in marketing, learn about clickstream data in an automated world.

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Keeping Marketing Automation Easy http://www.nectarom.com/keeping-marketing-automation-easy/ http://www.nectarom.com/keeping-marketing-automation-easy/#comments Thu, 19 Feb 2015 16:42:48 +0000 http://www.nectarom.com/?p=4781 Technology can be scary topic for some. Technology brings change and complicated concepts, which can be challenging even for the tech-savvy. Implementing foreign concepts may seem overwhelming, and can scare off marketers. However, one sect of technology sets itself apart from the rest because of its usefulness and potential assets. Marketing automation can be a […]

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Technology can be scary topic for some. Technology brings change and complicated concepts, which can be challenging even for the tech-savvy. Implementing foreign concepts may seem overwhelming, and can scare off marketers.

However, one sect of technology sets itself apart from the rest because of its usefulness and potential assets. Marketing automation can be a marketer’s best friend when implemented into a marketing strategy.

And, despite its technological ties, automation can be easy for marketers using the right software and the right data to create content.

Software

The first step in keeping automation easy is choosing the right automation software. Each platform has different tools. With that in mind, it’s important to make sure the software you choose corresponds with your company’s marketing goals.

Establishing what an automation software can do for your company is important. Some software provides a few automation commands, while others offer dozens of different options. Marketing automation is best known for sending automated emails. However, this is just the tip of the automation software iceberg. Marketers can also use automation software to conduct A/B testing, lead generation, customer segmentation, and content organization. Depending on what you’re using your automation for, choose a software that coincides best with your automation goals.

Your automation software must also be easy to operate. Software that is too difficult to understand can lead to an automation nightmare. Instead of saving a company time, a confusing platform may actually cost extra time, money and other resources. Before fully committing to a particular software, marketers should make sure they understand how to operate the platform… or have access to someone else that can!

We encourage marketers to consider marketing automation systems like nectarOM’s.

Data

After determining which automation platform is best, marketers can begin to develop content. The key to drafting automation content easily is in the data. making-automation-easy

A common misconception is that automation generates content that is cold, robotic and impersonal. However, customer data helps marketers develop personalized, targeted messages for consumers. Generally, customers prefer this personalized content. When marketers correctly use data, coming up with content for automation messages can be relevant and efficient.

So here’s the problem:

If marketers are using bad data, developing content may take an unnecessarily long time. And – what’s more – the content may not even be effective. To prevent any data mishaps, marketers should eliminate bad data from their data pool.

Bad data consists of data that is too old, irrelevant, or simply wrong. To avoid falling into the dirty data trap, marketers must weed out this bad data from their data pool.

To prevent collection of more bad data, marketers should consider the following precautions.

  • Marketers should collect data from a variety of outlets, incorporating data from 1st and 3rd parties.
  • Additionally, marketers should not hesitate to ask shoppers for personal information. The more relevant information a company has about a customer, the better a personalized experience will be.
  • Lastly, marketers should evaluate specific metrics to determine whether the automation is working successfully. Figuring out what works and what doesn’t work can be a huge help for marketers.

Equipped with good software and good data, marketers can easily draft a positive automation experience for customers. Intrigued about implementing automation into your marketing strategy? Learn more about how to manage multiple channels with automation.

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The Top Picks for Great Brick and Mortar Omnichannel Marketing http://www.nectarom.com/brick-and-mortar-leaders-using-omnichannel/ http://www.nectarom.com/brick-and-mortar-leaders-using-omnichannel/#comments Mon, 16 Feb 2015 20:35:18 +0000 http://www.nectarom.com/?p=4721 Over the past couple years, mobile technology advances have drastically changed the way companies make sales. With the steady increase of smartphone users in the U.S., retailers have experienced more showrooming from customers. Showrooming occurs when an in-store shopper utilizes his or her mobile device or tablet to enhance their shopping experience. Consumers can check product reviews, […]

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showrooming

Over the past couple years, mobile technology advances have drastically changed the way companies make sales.

With the steady increase of smartphone users in the U.S., retailers have experienced more showrooming from customers. Showrooming occurs when an in-store shopper utilizes his or her mobile device or tablet to enhance their shopping experience. Consumers can check product reviews, compare prices, or find out more about a product through their mobile device. Currently, over 70% of consumers are showroom shoppers.

When showrooming became a hot topic in 2013, brick-and-mortars felt the effects. In-store sales suffered, as consumers preferred to purchase online because of lower overhead costs. New mobile technology truly hurt some businesses that were not familiar with the digital world.

However, some companies found ways to utilize digital technology in their marketing efforts. These companies are now leaders and innovators in omnichannel marketing.

This integration of technology in brick-and-mortars adds an extra dimension to a shopping experience. The implementation of a digital element makes a shopping experience easier, more convenient, and rewarding for the shopper. We have determined some entities that are innovators and leaders in today’s omnichannel marketing:

Ziosk

Those who frequent eateries like Chili’s or Red Robin may be familiar with the digital waiter, Ziosk. Ziosk converges customer service and technology via tablet, to create the ultimate dining experience for consumers. Customers can place food orders, request drink refills, play interactive games while waiting, and select a tip amount – all with a quick touch of a tablet on the restaurant’s dining table. Ziosk gives customers a quick, easy dining experience by eliminating unnecessary wait times for waiters and checks.

ziosk digital waiter

Ziosk’s omnichannel practices have led to major success. It serves 25 million guests each month, and has been implemented in eateries across all 50 states. Ziosk eliminates most cases of human error, and gives waiters more opportunities to focus on creating a positive environment for their guests. The innovation also shortens table turnover time, as orders are submitted to kitchens almost instantly through Wi-Fi. Customer satisfaction also increases for Ziosk users. According to Ziosk CEO Austen Mulinder, the average tip amount increases with Ziosk, reflecting a happier customer base.

Shopkick

mobile shopping

With the introduction of showrooming, the smartphone app Shopkick is a brick-and-mortar’s best friend. Shopkick creates an omnichannel experience without the retailer actually having to do much.

The app rewards its shoppers simply for walking in the doors of a participating retailer. Shoppers receive “kicks,” the app’s currency, which can be redeemable for gift cards or donations to charity. If a shopper makes a purchase, he or she receives even more kicks. Shopkick also alerts its users about special in-store promotions.

Shopkick increases store traffic, encourages brick-and-mortar sales, and rewards its users by simply going into retailers. And because in-store purchases account for 90% of the total market, emphasis on entering a brick-and-mortar can majorly improve sales.

McDonald’s

beacon tech

McDonald’s is revamping marketing by integrating iBeacon into its dining experiences. This beacon technology comes from the provider Piper. Customers will now receive coupons, timely alerts, information about employment opportunities, and customer surveys when they walk through a franchise’s doors.

Changes to McDonald’s marketing strategy come after noting the growing market of millennials. This omnichannel implementation has been successful thus far, because of the high millennial demographic. Jack Pezold has owned and operated McDonald’s franchises for more than 40 years, and recognizes the importance of adding a digital element to the dining experience.

“Everyone is looking at their phones, millennials especially, and that’s where we’ve decided to engage,” Pezold said. “We know our customers and Piper’s beacon solution allows us to cater to their tastes, preferences and behaviors, making it easy for them to get more value and enjoyment out of their McDonald’s experience.”

The month after McDonald’s integrated new technology into its marketing, the company experienced up to 8% sales increase for some products. Over 18,000 offers have been redeemed through mobile as well.

Whether you’re thinking about implementing a new app, or employing a service like iBeacon, adding a digital element to your marketing strategy can be a huge asset. Become a marketing hero and set your company apart from others, by implementing technology in brick-and-mortars for a digitally enhanced shopping experience.

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Happy Valentine’s Day from nectarOM! http://www.nectarom.com/happy-valentines-day-nectarom/ http://www.nectarom.com/happy-valentines-day-nectarom/#comments Wed, 11 Feb 2015 21:01:57 +0000 http://www.nectarom.com/?p=4749 We can’t keep this to ourselves any longer – just in time for Valentine’s Day, we’re releasing our brand new eBook, How to Make Buyers Fall In Love With You as a guide for using data to attract, engage, and retain new customers. Both marketing and romance are based upon the rules of attraction that govern interpersonal relationships. When knowledge […]

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We can’t keep this to ourselves any longer – just in time for Valentine’s Day, we’re releasing our brand new eBook, How to Make Buyers Fall In Love With You as a guide for using data to attract, engage, and retain new customers.

Both marketing and romance are based upon the rules of attraction that govern interpersonal relationships. When knowledge of these rules is combined with the brilliant consumer insight provided by big data, it’s possible to connect to customers on deeper levels than ever before.

Consider this eBook to be your brand’s wingman. In it, we’ll teach you how to accentuate your strong suits, increase your website’s visibility, and use the latest marketing tools to maintain close relationships with your consumers. In short: we’ll make buyers fall in love with you.

Download your FREE copy!

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Measuring Automation Success With Data http://www.nectarom.com/measuring-automation-success-with-data/ http://www.nectarom.com/measuring-automation-success-with-data/#comments Mon, 09 Feb 2015 16:01:12 +0000 http://www.nectarom.com/?p=4706 Evaluating Digital Marketing Metrics Like A Pro In every type of industry, data is used to evaluate the status of a concept, product, or idea. From politics to the red carpet, data is used around the world to measure what works, and what doesn’t. Data is particularly important for those in the marketing world. Data […]

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Evaluating Digital Marketing Metrics Like A Pro

In every type of industry, data is used to evaluate the status of a concept, product, or idea. From politics to the red carpet, data is used around the world to measure what works, and what doesn’t.

Data is particularly important for those in the marketing world. Data can show whether customers like a company’s marketing, or show companies that their marketing is ineffective.

Data analysis is particularly important for marketers using marketing automation. Because experts believe that the future of marketing automation depends on data, marketers should implement data into their marketing strategy.

Drawing relevant, helpful conclusions from data sets can be difficult. With so many numbers and digits, its easy to get overwhelmed with different rates and percentages. But never fear – NectarOM is ready to make metric evaluation simple. There are certain metrics one should consider when measuring the success of marketing automation.

When evaluating automated email success, marketers should look at several different rates. First, marketers should use a bounce rate to determine how many emails actually get to the intended recipients. Inaccurate email addresses, poor server connection, or full inbox may prevent email subscribers from receiving emails. Establishing why a consumer might not receive emails can be helpful, as marketers can work to fix the bug in their email automation system. Bounce rates distinguish ineffective marketing from inaccessible marketing.

Using a calculated bounce rate, marketers can find the open rate. An open rate is the amount of emails opened as out of the total emails that were delivered to inboxes. Open rates can be useful in determining the attractiveness of a subject line, or the accessibility of a customer through the time the emails were sent.

To determine how successful email content is, marketers should consider click-through rates and conversion rates. Click-through rates reflect the amount of times a link inside of an email was clicked, directing the subscriber to the company website. Conversion rates measure the amount of subscribers who have made a purchased, registered for a new program, downloaded a file or attachment, or signed up for a contest via the email. Both of these rates can show marketers how effective their content is in creating customers or maintaining relationships.

Marketers should also examine their subscriber lists to gauge how effective their email marketing campaign is. Determining whether a list is generally growing or shrinking can indicate strong or weak email marketing. Campaigns that host high unsubscribe rates are obviously not doing email marketing the right way.

Websites are another platform that can use data metrics to evaluate marketing success. Like email automation, certain metrics (e.g. bounce rates and conversion rates) can be useful in measuring a website’s success. However, websites also can consider other metrics as indicators for success.

Shopping cart abandonment rate is a website-specific metrics. Ecommerce companies should be aware of the amount of abandoned shopping carts compared to actual purchases. Knowing this can help a company make necessary adjustments to keep abandonment rates low. For example, an ecommerce company might use its abandonment rate to determine whether it should implement an automated abandoned shopping cart email into its marketing strategy.

Marketers should also look at their site’s churn. Churn measures the amount of customers that come back or leave the company each month. Companies with a high churn rate may want to reexamine their marketing strategy, and make necessary improvements to their marketing strategy.

Regarding both email and website automation, marketers should evaluate their ROI rate. ROI (return on investment) is another key way to measure the success of marketing. This measurement shows the company’s net profit compared to the company’s investment.

As marketing digitally continues to change, marketers should keep a steady eye on their ROI rates. A dramatic increase or decrease in ROI signals that marketers are doing something right or wrong.

While these are a lot of numbers and metrics to consider, taking the time to evaluate each data set can be a huge marketing asset. If number crunching isn’t your strong suit? Learning more about data management platforms is a must!

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Managing Multiple Channels with Automation http://www.nectarom.com/managing-multiple-channels-automation/ http://www.nectarom.com/managing-multiple-channels-automation/#comments Mon, 02 Feb 2015 19:56:37 +0000 http://www.nectarom.com/?p=4610 There’s no doubt regarding the effectiveness of marketing automation. Automation makes communicating with customers easy and has the potential to yield impressive results. However, automation can be a nuisance for customers if not used appropriately. Automation fails when marketers present irrelevant, incorrect, or outdated content. At its worst, marketing automation can actually make a business lose customers. Automation can be […]

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There’s no doubt regarding the effectiveness of marketing automation. Automation makes communicating with customers easy and has the potential to yield impressive results.

However, automation can be a nuisance for customers if not used appropriately. Automation fails when marketers present irrelevant, incorrect, or outdated content. At its worst, marketing automation can actually make a business lose customers.

Automation can be a little tricky, and automation across multiple channels can be tough. But a little extra effort can turn into a big payoff – a seamless, omnichannel marketing automation experience can be a marketer’s best friend.

So, what’s the point of marketing automation?

The end goal in most marketing automation campaigns is to drive traffic to the business’s website. E-commerce sales are steadily increasing, and the best way to make sales online is by increasing traffic to a website. Automated marketing provides relevant content for the right customers at the appropriate time. With automation tools, a marketer can create a personalized, 1:1 shopping experience without having to constantly attend to a customer’s needs.

Businesses who want to give shoppers an easy, convenient e-commerce experience should utilize automation via website, email, social media and call centers.

The Digital World:

Websites

Nearly every business that makes sales online uses some type of automation in their website. Website automation has a wide range of uses and may interact directly and indirectly with a customer.

Customers may experience automation through a business’s search engine, shopping cart, or user registration. Automation systems can also handle mundane, behind-the-scenes technical tasks like data backup.

Forever21's search engine predicts what you're searching for, and automatically directs you to the right product

Forever21’s search engine predicts what you’re searching for, and automatically directs you to the right product

The most important assets in website automation are leading pages. Emails, social media, and other web pages will often contain links to a site’s landing page. Landing pages are specifically designed to generate leads, as these links direct customers to a product page or collect customer data. Employing leading pages increases the likelihood for a completely seamless multi-channel automation experience.

Email

Marketers should be strong advocates for email automation. This channel has particularly high potential and a variety of different opportunities to market.

As previously mentioned, landing pages play a large role in email automation. Businesses can send customers emails with relevant products a customer may be interested in, and prompt a sale by providing a link to the products’ landing page. Businesses can also send “Happy Birthday” discounts or information about sales, with links to their site.

Banana Repulic's Embark confirmation email

Banana Repulic’s Embark confirmation email

Businesses can also connect brick-and-mortar experiences with digital. For example, Banana Republic sends emails to its newly registered members, welcoming them to their Embark program. Seconds after I registered with Embark, I received the following email from Banana:

This automated email confirmed that my membership with Embark. A few days later, I received another email from Banana’s Embark with information about in-store sales. I had officially connected with Banana in-store and online via email. And, even though I was not actually with a Banana Republic associate, I was still able to access relevant information at my leisure.

Social

Social media can be a strong asset for marketers using automation. The workout class provider ClassPass is one strong player in the social media marketing game. ClassPass provides a variety of yoga and pilates classes to members, and markets through automated social media ads.

ClassPass posts links to landing pages in their Twitter or Facebook feeds, sharing new promotions and products with their followers. Links within these posts lead ClassPass’s followers to more information about their offerings and a link to purchase workout classes.

ClassPass promotes new location

ClassPass promotes their new location via Twitter

ClassPass advertises to individuals that don’t necessarily follow them on social media, but may be potential clients using Facebook’s paid advertisement feature. Before I had heard of ClassPass, the following sponsored ad popped up on my Facebook feed.

Classpass

As a pilates-loving woman living in a city with ClassPass locations, this advertisement was perfect for me. Using my gender, location and interests, Facebook and ClassPass targeted me as a possible client in the workout-class demographic. My personal information determined that I would likely be interested in ClassPass’s products.

Both types of social media advertisements are particularly effective for ClassPass, because they reach the consumer when he or she is likely not preoccupied with other tasks. As most people access social media in their free time, ClassPass’s potential customers have the time to explore the webpage and consider new purchases.

Call Center

Although phone calls are not digital, company call centers also play a role in the e-commerce experience. When a customer wants more information about a product or a shopping experience goes awry, he or she can call the customer service line.

In years past, a seamless website-call center experience was nonexistent. However, with technological advances, call centers contribute to easy, seamless shopping. Call centers have quick access to customer data from past purchases and personal information, and can pull up detailed information about a customer’s shopping experience in seconds.

If a customer has a complaint about their most recent purchase, a call center can verify purchases and help the customer with a touch of a button. If a customer is looking for more information about an out-of-stock product, the call center may be able to recommend other products based on similar shoppers’ preferences. And if a customer needs to be redirected to a different department, information can be shared with the new company rep digitally, quickly, and easily. A call center’s automated material is key in providing a personalized experience for customers.

While adjusting marketing automation strategies may require a little extra time and effort, businesses should keep eyes on the prize: an increase in customer interest, product awareness, and ROI. And, as experts believe that marketing automation will gain popularity, marketers should be quick to employ an automation strategy.

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Four Reasons Why Bad Data Management Hurts http://www.nectarom.com/four-reasons-bad-data-management-hurts/ http://www.nectarom.com/four-reasons-bad-data-management-hurts/#comments Fri, 30 Jan 2015 17:58:43 +0000 http://www.nectarom.com/?p=4548 For many businesses, data is a great addition to a marketer’s toolbox. Equipped with data, businesses can collect, store, analyze and interpret their customers’ information. This helps marketers develop the best sales messages and strategies for each individual customer. However, if used incorrectly, data can be more of a hindrance than an asset for a […]

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For many businesses, data is a great addition to a marketer’s toolbox. Equipped with data, businesses can collect, store, analyze and interpret their customers’ information. This helps marketers develop the best sales messages and strategies for each individual customer.

However, if used incorrectly, data can be more of a hindrance than an asset for a company’s performance. Bad data management hurts businesses that base their marketing strategies off of data. Bad data management can include disorganized, underdeveloped, or irrelevant data. These problems are responsible for time wasted, unsuccessful marketing, and a weak ROI.

Time Concerns

When data is not managed well, retrieving relevant customer data can be a time-consuming pain. Businesses using data to drive sales may find themselves spending hours sifting through data.

This puts businesses at a disadvantage against competitors with good data management. By the time a business finds meaningful information with poorly managed data, its competitor that properly manages data will have already developed a marketing strategy that has generated dozens of sales.

Reporting and Forecasting Limitations

Data disorganization can also affect a business’s ability to report conclusions from the data. Data analysis may be construed with flawed, incomplete or inaccurate data. This tainted analysis can ruin marketing strategies.

Predicting customer behavior is impossible without an accurate customer data analysis. In a worst-case scenario, a poor analysis may actually prevent a business from developing any marketing strategy. A bad analysis does not give businesses the necessary material to create an accurate forecast for consumer preferences. This accurate forecast is key in marketing effectively.

Unable to market effectively

The ability to personalize marketing is extremely important to the successful modern-day marketer. Marketing personalization is the premier tool for marketers because it can be used in a variety of ways. Personalization reduces stress for businesses, brings back the disconnected customer, and improves email metrics. Personalization is no longer a choice for businesses, as marketers say it is the most important capability to marketing in the future.

When data clouds a business’s ability to personalize marketing, sales are sure to suffer. Businesses currently personalizing web experiences see a 19% increase in sales on average, according to Econsultancy. The reason for sales increase? Customers like  the custom, tailored messages they receive from businesses. If unable to offer personalization, businesses will lose customers to their competitors providing a tailored, 1:1 marketing approach.

The snowball effect

Bad data management is one of those problems that are susceptible to the snowball effect. If not fixed quickly, poor data management can grow into a larger problem and, eventually, spiral out of control.

Unorganized data management system is much easier to fix in its early stages of development. For example, a data management system that catches a problem early on should not require much effort to make a quick fix. In contrast, businesses that have ignored a necessary data cleanup for years would need to take several steps back to fix problems. In a worst-case scenario, the business might need to create a new customer database from scratch.

If you’re curious or concerned about the state of your data management, take a close look your material. Reexamine any data already collected, and extract any dirty data from the data pool. Review your data management platform and ensure that it is reliable, working as an effective, helpful tool. Reevaluate any good data you have, and use that to create tailored messages for your consumers. Lastly, remind your marketers and data analysts the importance of good data, and encourage proper data management practices across your company.

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6 Characteristics of Our Favorite Marketing Heroes http://www.nectarom.com/characteristics-favorite-marketing-heroes/ http://www.nectarom.com/characteristics-favorite-marketing-heroes/#comments Tue, 27 Jan 2015 21:18:56 +0000 http://www.nectarom.com/?p=4594 Each of us have a marketing hero. It doesn’t matter if you are new to the marketing space or have worked in the industry most of your life. Each of us know someone who inspires us to be a better marketer today than we were yesterday. You might think that business executives, marketing consultants, technology […]

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Each of us have a marketing hero. It doesn’t matter if you are new to the marketing space or have worked in the industry most of your life. Each of us know someone who inspires us to be a better marketer today than we were yesterday.

You might think that business executives, marketing consultants, technology gurus, data scientists, and digital specialists would have varying ideas on what makes a marketing hero. Our idea of heroism isn’t as different as you might think. I’ve been talking to people in Dallas, San Diego, Chicago, and other cities to learn what traits people look for in a marketing hero.

Have a marketing hero characteristic to add to the list? Let us know on Twitter using #MyMarketingHero!

1. Socially Responsible. Some of our favorite marketing heroes embrace a philanthropic cause. It’s clear their end goal is to build awareness and spread resources to those in need. Marketing hero Pete Frates, creator of the viral ALS Ice Bucket Challenge campaign, reminded us of the power of a smart digital strategy powered by community engagement. Retailers, non-profits, and business-to-business brands alike can learn from these passion-filled philanthropists using marketing to help the world.

2. Data-Driven. Our favorite marketing heroes focus on reaching goals in the most efficient way possible. They don’t rely on assumption or hunches, but seek data that informs them on the best route to generating results.

3. Tech-Savvy. A hero sees technology as a tool to provide a more seamless and meaningful experience for both the business and the consumer. They don’t hesitate to learn a new platform and develop creative ways for pushing its capabilities to the max. What if the technology doesn’t exist? No problem. Marketing heroes are oftentimes entrepreneurs of marketing tech.

4. Mentor-Centric. Whether it’s in an auditorium of five hundred people or the corner table of a coffee shop, marketing heroes are eager to share bits of wisdom. They teach us tips and tricks, and inspire us to push the boundaries of what we think is possible. They are positive and give constructive feedback. While they may not always spell out the answer, they provide direction so we may discover the answers for ourselves.

5. Resourceful. Marketing heroes have this amazing ability to make the most out of the tools and talent around them. They have trained their mind to recognize opportunities when others might only see obstacles. A hero also doesn’t expect to go the journey alone, and welcomes those who are willing to work hard to achieve goals.

6. Curious. This is perhaps the most important characteristic of a marketing hero. Curiosity feeds knowledge. It’s a trait that pushes us to look for solutions even before the problem arises. Marketing heroes look beyond the obvious. They see failure as a growth opportunity, and always welcome a challenge that gets them a step ahead from where they were.

Who is your marketing hero?

Who is your marketing hero? Is it a committed mentor or conference speaker? Is it your colleague or friend? A celebrity or client?

Nominate your hero on Twitter using the hashtag #MyMarketingHero.

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Overcoming Stress with Marketing Personalization http://www.nectarom.com/overcoming-stress-marketing-personalization/ http://www.nectarom.com/overcoming-stress-marketing-personalization/#comments Thu, 22 Jan 2015 14:30:57 +0000 http://www.nectarom.com/?p=4462 Marketing has never been easy, and 2015 is no exception. This year, marketers in every industry will face several new challenges and stressors. However, today’s marketers should banish all anxiety and confidently embrace these challenges head on with a marketing personalization strategy. We have determined three common stressors for today’s marketers, which can all be solved […]

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Marketing has never been easy, and 2015 is no exception. This year, marketers in every industry will face several new challenges and stressors. However, today’s marketers should banish all anxiety and confidently embrace these challenges head on with a marketing personalization strategy.

We have determined three common stressors for today’s marketers, which can all be solved by implementing marketing personalization techniques.

Adjusting to big shifts in target audience

For decades, the largest generation has been the baby boomers. Boomers have held the most purchasing power and have been primary targets in marketing campaigns. However, as Millennials begin to outnumber the boomers, there will be a shift in purchasing power. This shift might be stressful, as marketers will be forced to change marketing strategies to remain relevant to Millennials.

However, marketing personalization is the key to pleasing this new purchasing power. Personalization is one of the most important elements that Millennials want when being marketed to.

A Forbes article explains, “Millennials today are looking for relevancy…they want to develop relationships with brands that deliver a personalized, customized experience.”

While the shift in purchasing power might be unnerving for businesses, marketing personalization is exactly what businesses should implement to gain favor with Millennials.

Keeping up with technological advances

When it comes to making sales, marketing and technology go hand-in-hand. Over the past century, marketing has evolved with technology from simple print ads to broadcast and radio, broadcast and radio to the Internet, and Internet to mobile and social media. With several changes in a short span of time, marketers may be stressed about using the latest marketing technology to attract customers.

Embracing marketing personalization is the key to a successful transition into the newest development in marketing technology.

The newest development in marketing technology is the marketing cloud. Marketing clouds will connect engagement channels and create an omnichannel experience for customers.

An article from Forbes lists several ways that businesses can be the winners when using the marketing cloud. Personalization appears several different times, through recommendations like “map the end-to-end decision journey for each persona,” and “build and manage personalized experiences and campaigns across key touch points seamlessly.”

As businesses introduce the cloud into their marketing strategy, implementing marketing personalization will make this technological adjustment easier and more effective.

Meeting goals

Marketers stressing about meeting their businesses’ goals may be at an advantage when considering personalization strategies.

In 2014, a CMO report found that the top four marketing priorities for 2014 were customer acquisition, personalized experiences, customer engagement, and loyalty. With the implementation of a personalized marketing approach, successfully meeting these priorities should be easy.

Implementing marketing personalization obviously meets the personalized experience priority. However, personalization also plays a strong role in meeting the remaining three goals.

With the average human attention span approximately 8 seconds, companies have a small window of time to attract consumers. A personalized, tailored message can quickly grab a consumer’s attention – and keep it. Companies can also improve customer engagement by presenting relevant, personalized merchandise based off their past purchases and demographics. After continuously presenting relevant products to buyers, companies can expect brand loyalty to increase, as “most consumers (60 percent) expect businesses to know their preferences and understand their needs,” according to a CMS Wire article.

So if your business or marketing team is feeling stressed, ask whether you are using marketing personalization to its fullest extent.

If you feel like you could use a little marketing personalization help, learn how to get started and check out personalization strategy from the experts.

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