MarketStar Blog | Marketing (7)

Emailers have been a favorite tool of marketers. But in recent years, with inboxes getting clogged by more and more promotional mailers, they may be losing their effectiveness. In fact, with fewer respondents checking their work and personal email than last year (down 17% and 25% per week respectively) and 35% of personal emails going unopened by consumers, as shown in a study done by Adobe amongst European consumers, the need to supplement emailers with other marketing tools has never been more important. 

With the Google Hummingbird update, one thing that is evident is that good quality content which enriches and supplements a customer’s decision-making process is the key to ranking high in search engine rankings and resulting in high search traffic. Importance of link-building, keyword stuffing has diminished profusely but having said that keyword research is still crucial since customers find and engage with brands using search engines. 

The key is to have a search strategy which targets buyers at different stages of the purchase cycle. Having a uniform search strategy for all your customers regardless of their place in the purchase funnel is like designing the same shoe regardless of a customer’s shoe size. With personalization and targeting becoming a necessity for customer acquisition and retention, search marketers must ensure that their organic search strategy facilitates the advancement of the customer’s purchase journey. 

The first step is to conduct keyword research and target different keywords for different stages of the purchase funnel. The first step is to conduct appropriate keyword research and find keywords with a good monthly search volume but relatively low competition. This can be done using tools such as Google Keyword Planner Tool or the wordtracker keyword tool.

In the fast-paced world of digital marketing, various tools and strategies emerge and evolve, yet content marketing remains a steadfast favorite among B2B marketers. Despite its popularity, the sheer volume of content being produced has led to concerns about its effectiveness. Marketers worry that with so much information flooding the digital space, their carefully crafted content might get lost, leading to diminishing returns on investment.  

In today’s world, a customer is the nucleus around which the whole business revolves. A product or solution, no matter how ground-breaking, will be unable to survive if it doesn’t meet consumers’ expectations. In this consumer-centric economy, marketers are relentlessly trying to capture customers’ attention and improve their experiences with the brand so as to keep them coming back for more. 

The customer revolution is powered by the influx of mobile devices which allows them to seek information, make purchases, and make recommendations all with the click of a button. The implication is that this is all shaping up to be a shopper driven revolution, with customers shopping online, in the store, on their mobile phones, and switching in between them without any concept of borders. 

Companies now acknowledge the importance of providing a consistent experience at each of these touch-points for consumers; else they run the risk of losing them altogether at any of these interaction points. But it is important that while doing so marketers keep their customers in the center and develop a framework for enhancing their experience with the brand accordingly. 

Using video for marketing is a growing trend that is especially important in ABM because it leads to a quantum jump in successfully connecting, engaging and converting prospects. And personalized video takes marketing effectiveness even further. This article shows how the numbers stand and some proven ways to interpret your video marketing strategy for ABM. 

Email is an indispensable channel for marketers seeking to attract, engage and retain prospects and customers. However, sometimes in an attempt to talk to customers, they end up having a monologue instead of a meaningful two-sided conversation, which leaves a bad taste in their inboxes. It is important for marketers to keep some basic best practices in mind to ensure that their communication is such that it prompts their target audience to open, respond and even share their message onwards with their networks. 

Over the past few years, the retail industry has been negotiating with the challenge of adopting an omni-channel strategy for providing a unified experience to its customers across all channels. The reason for this is not hard to find. According to research1 conducted by the Aberdeen Group, companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, increase their annual revenue by an average of 9.5% year-on-year and decrease their cost per customer contact by an average of 7.5% each year. 

Here are four steps to achieving a seamless omni-channel retail experience: 

Start with a Clear Strategy 

Any strategy that you develop for creating an omni-channel experience should begin with the customer. All stakeholders within the company, be it marketing, customer success or product need to buy into this new approach of making the customer the center of all that you do. 

In order to develop a clear strategy you need to identify the key touch points that your customers frequent and see how you can enhance their journey at each one of them, based on the stage at which they are in the customer journey. 

New Age selling requires that your engagement with customers be contextually relevant to what they are looking for and where they are in the customer journey at any given point in time. You are thus able to offer timely solutions to problems for which they are seeking answers. That’s context-driven marketing, also called contextual marketing. 

Live streaming has become a game-changer in the digital marketing world. It offers businesses a unique way to connect with their audience in real-time, creating a sense of immediacy and engagement that pre-recorded videos can't match. Live streaming not only helps you build stronger relationships with your customers, but it also adds a personal touch to your brand and makes your audience feel more involved.

Although it is found that Mobile ads outperform traditional online ads by as much as 4 to 5 times (Source: Social Media Today), marketers and advertisers are still not tapping the immense potential offered by the channel. A research on mobile marketing trends by Regalix had revealed that only 20% of marketers use mobile advertisers to connect and engage with their target audience. With more and more people using mobile devices to access, search and share valuable information; it is going to become increasingly crucial for marketers to utilize this channel to create long lasting relationships with their customers.