Posts Tagged ‘ cross-channel audience creation ’

Unlocking the “social silo”: leveraging social insights across channels

How do you effectively use social insight and make it actionable for marketing efforts while maintaining a seamless customer experience with the brand?[ READ MORE ]

Forrester analyst imparts wisdom at 2012 Digital Summit

Senior analyst at Forrester Research, Rob Brosnan, imparted some interesting information to the more than 700 in attendance at EMS’ 2012 Digital Summit last week.[ READ MORE ]

Real-time marketing: engaging in the moment of truth

The digital era was ushered in by search engines, which created a new moment of truth and enabled advertisers to align to buyer interests via the new discipline of Search Engine Marketing. As Google observed in a white paper called “The Zero Moment of Truth,” the digital path to purchase generates many new occasions for truly interactive marketing. Consumer decisions are made in a wide variety of ways and are influenced by a wide variety of factors. [ READ MORE ]

“Moneydata” – championship outcomes are driven by an understanding of cross-channel customer data

Having disjointed data can impact decisions across all aspects of campaign creation and measurement. Imagine a high-value catalog responder opting in to an email loyalty program on a website. Not linking that information to his or her previous transactions could lead to redundant communications across channels in a best case scenario and at worst, conflicting messages.[ READ MORE ]

Flopping on a mobile marketing campaign

Solutions exist today that enable marketers to identify a customer with a single piece of personally identifiable information (PII). Matching on a mobile phone number alone is difficult, but if you have captured the customer’s name and address, email or simply a zip code during the opt-in process, you can build links across channels to understand how they shop with you and who they are. This cross-channel identity resolution helps marketers avoid blundering when they recognize a customer in one channel, but treat them as they don’t know them in other channels. [ READ MORE ]

Multi-Channel Marketing Gets Personal

As the marketer, you must contact your customers, engage them and end with a call to action (an RSVP in our case). Since you will hear back on multiple channels, you’d better be prepared to capture, integrate and aggregate the response from your customers across multiple channels. A marketer’s challenge is to do this for millions of customers. All marketers get anxious about a call from the “CMO,” but in my case, that means the Chief Mommy Officer. [ READ MORE ]

Embracing Marketing Innovation in 2012

Each year, new technologies emerge, the media landscape evolves and consumers expect more from the products they buy and the media they consume. So marketers must innovate continuously by actively exploring, experimenting, evaluating and optimizing. My colleagues and I recently created the Experian Marketing Innovation Report 2012 to help address some of the key issues [...][ READ MORE ]