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Marketing strategy

How to Create Your Marketing Strategy using Customer Experience?

If you are a passionate marketer like myself in this video you will get some insight and tips on how to align your marketing strategy with your customer's touchpoints to make the most out of the experience your customers get from your brand. https://www.youtube.com/watch?v=-pYWyGew82E What is Customer Experience? Customer experience can be mistaken for customer service. But,  customer experience is far more than just customer service. Customer service can be considered reactive and is what you do when something doesn’t quite work out with a customer. On the other side, customer experience is proactive because it starts before a customer...
Marketing strategy

A Great Perspective into Marketing – An Interview with Tessa Wolf

https://youtu.be/v_zA8GRIOCI Last week I was fortunate to interview Tessa Wolf, a branding specialist that recently has become a mentor to me. Tessa has been a marketer for 15 years, always working at startups. After LivingSocial, Tessa joined Framebridge as the first employee and was there for 9 years, through the company's acquisition. During her time there, she was Creative Director, Lead Merchant, and ultimately CMO. Now she works as a marketing and brand consultant for different consumer businesses. Her experience in all aspects of startups businesses has given her a view into marketing that is refreshing and fun. Every time...
Marketing strategy

RFM a Great Way to Start With Customer Segmentation

Are you looking to communicate in a more personalized way with your customers and want to move beyond basic demographic segmentation? Then the RFM model might be for you. You might be wondering what RFM is right? RFM stands for Recency, Frequency, and Monetary value. This definition from Optimove I believe explains RFM perfectly, “RFM segmentation allows marketers to target specific clusters of customers with communications that are much more relevant for their particular behavior – and thus generate much higher rates of response, plus increased loyalty and customer lifetime value. Like other segmentation methods, RFM segmentation is a powerful...
Digital Marketing,Marketing strategy,Social Media

Is Influencer Marketing Important for Your Brand?

Have you wondered how sometimes you follow a brand on social media, but suddenly you also follow an influencer or blogger, and suddenly they start talking or posting about products from that brand? There is very little coincidence here, this is a strategy of Influencer Marketing. First, what is an influencer? I liked the way explained here: “An influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience or has a following in a distinct niche, with whom he or she actively engages....
Insights,Marketing strategy

Why Should Analytics Power a Digital Strategy?

Having a digital marketing strategy is not only about having great branding, or beautiful imagery to display on social media. Brands that are successful in the digital channels all have one thing in common, their digital strategy is powered by analytics. Using and analyzing the right data that all the different digital platforms give back to you can be the secret weapon for a very successful digital marketing strategy. I was able to talk to five experts in analytics and digital marketing to go over this subject, and these are their thoughts on how analytics have helped their digital strategy....
Big Data,Leadership,Marketing strategy

True Stories From Working With Data in Platform Marketing

You are probably wondering, what is Platform Marketing? Platform marketing is an approach where marketers embrace data and the customer journey and put the customer first, to ensure their experience is seamless. It uses the information or data to enable the consumer to do what they want. Sounds simple right? Focus on the customer, get the data, and give the customer different options or paths to interact with your brand, a piece of cake! This is the goal any company dreams of achieving with their marketing efforts, but sadly it is ever the case. As a marketing professional, I’ve seen...
Communication,Leadership,Marketing strategy

Communication and Teamwork, Key Components to Achieving a Great IMC Strategy

I have been lucky to work both as part of a company’s marketing team, and then having the opportunity to lead this team as well. Marketing is a complex world where you meet people with different backgrounds, some are creative souls, others are way more analytical, and then rarely you will find people passionate about both. The job of the CMO or anyone in the highest leadership position in marketing is very complicated, not just because achieving an Integrated Marketing Communications strategy is hard and requires a lot of work, but because you have another role simultaneously, the role of...
Insights,Marketing Research,Marketing strategy

3 Tips to Creating the Most Engaging Presentations

When you have a lot of data to present to your audience it can be difficult to make these presentations interesting for them. This doesn’t mean that looking at data is boring, but putting the information in a visual way has a lot to do with how engaged your audience will be with your results. Here are some tips on how to make each presentation more engaging. 1. Use graphs, instead of numbers or tables Whenever possible use colorful graphs to present data. Using too many numbers or tables can be difficult for your audience to follow along or understand...
Insights,Marketing Research,Marketing strategy

From data points to data insights

As a marketing leader you are usually seeing different types of data, most of the time data points that are somehow related, but it is your job to find those relations, and make data points into data insights. Data insights are the ones that will make a difference in your day-to-day and with your brand’s strategy. A good practice to go from data points to data insights is to find relationships between the different points or variables. The main idea of relationship analysis is to find associations between the different variables in your data. Sometimes you can think that Variable...
Insights,Marketing Research,Marketing strategy,Power of brands

Research insights… the fuel behind your marketing strategy.

As a marketing leader, I have built a passion for gathering customer insights. I’ve found that having insights can help as the fuel for most of your marketing strategies. But, where do you find those insights? There are many ways of looking for insights about your customers, for example, looking into your past purchase data, customer information you may have gathered, social media and website analytics, etc. But there is enormous value in taking the time to ask your customers or potential customers to give you more direct and personal information, and this is where marketing research comes in. Doing...