Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Forrester eCommerce

Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous. B2B B2B marketing customer advocacy B2B Marketing social media

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Healthcare Content Marketing

Zmags

The post Healthcare Content Marketing appeared first on Zmags. It may seem strange to see creative content and healthcare in the same sentence. But it’s true that healthcare companies should care about […]. Ecommerce Best Practices customer experience healthcare

Marketing Innovation Starts And Ends With Customer Obsession

Forrester eCommerce

Despite all the monumental changes to technology and media which afford marketers the capabilities to build emotion-rich customer relationships, they frequently struggle to rise above roles as brand despots or sales vassals.

Personalized Marketing Equals Better Marketing Results

Zaius

This true story is one of many examples of personalized marketing failure , or how to really annoy your customers by suggesting products based on vague demographical data such as gender or age. Marketers, you can do better! Get more specific with your marketing.

Global Marketing Automation Spending Will Reach $25 Billion By 2023

Forrester eCommerce

Marketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe. As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast, 2017 To 2023, we expect global spending on […].

Are You Modernizing Your B2B Go-To-Market Strategies?

Forrester eCommerce

Last week I had the opportunity to speak at a dinner event with 20+ senior marketers and business partners that InsideView sponsored.

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The Empowered Marketer: Making Marketing More Beautiful

Zaius

If you’re like most marketers, you likely have a long list of site improvements to make, A/B tests to run, and designs to update to make your site the best it can be. Listen to Episode 2: The Empowered Marketer. For email marketing, it might be MailChimp.

7 Tactical Ways Every Business Can Use Local Marketing to Sell More

BigCommerce

Location-based marketing is part of our daily lives as consumers. What is Local Marketing? This type of marketing specifically targets potential customers in a physical store’s community. Why has this type of marketing taken off recently?

Marketers, You Desperately Need A New Mindset

Forrester eCommerce

You have to feel bad for marketers: For years, they’ve tried to keep pace with changing buyer behaviors and adapt to the cross-device and cross-channel habits of their customers.

Beyond The Hype, AI Will Spark A Marketing Renaissance.

Forrester eCommerce

Marketing technology (martech) vendors are heavily pitching AI. In fact, many marketers use AI without even knowing it, when they use AI-powered algorithms for programmatic ad buying! The reality is that AI will scale existing data-driven marketing approaches and give modern CMOs […]. B2C marketing chief marketing officer (CMO) customer experience AI artificial intelligence Customer Experience (CX) Marketing Marketing Automation marketing innovation

ABM: Just Another Name For Go-To-Market Planning And Execution?

Forrester eCommerce

Top B2B marketing leaders think carefully and thoroughly about which markets represent the best fit for their offerings. Account-based marketing (ABM) is the most recent embodiment of this practice – what is generally called go-to-market strategy.

Marketing Innovation Requires “Process, Process, Process!” (Channeling Jan Brady)

Forrester eCommerce

Marketing has come a long way but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new The Marketing Innovation Playbook. It’s time for companies to undergo a marketing makeover. Marketing innovation” and “process,” you […]. chief marketing officer (CMO) marketing & strategy B2B Marketing b2c marketing innovation market imperative Marketing marketing innovation playbook process

Forget Everything You Think You Know About Marketing Planning

Forrester eCommerce

What’s the first thing that comes to mind when you think about marketing planning? The exact opposite of why you became a marketer in […]. B2C marketing chief marketing officer (CMO) customer obsession Marketing Marketing PlanningAn annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread?

TD Ameritrade’s “Accountable CMO” Makes Marketing a Business Engine

Forrester eCommerce

My new marketer inspiration? advertising advertising agencies behavioral targeting branding marketing & strategy marketing executive leadership marketing measurement marketing metrics marketing organization & culture marketing ROI media buyingI have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management conference earlier this week in Hollywood, FL.

Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Forrester eCommerce

I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. That’s the old way of marketing. B2C marketing brand building brand experience brand monitoring branding chief marketing officer (CMO) digital marketing marketing & strategy

Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Forrester eCommerce

age of the customer B2B marketing content marketing digital marketing B2B B2B Marketing customer experience customer obsession differentiation Marketing strategic messaging

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Marketers, You Need Better Measurement. Two Companies Can Show You The Light

Forrester eCommerce

Marketers, need inspiration to get started with advancing your marketing performance measurement strategy? attribution B2C marketing digital marketing marketing & strategy marketing measurement marketing mix modeling

AI Helps Marketers Target The Right Customers, Across The Right Channels And Content At Scale

Forrester eCommerce

artificial intelligence (AI) B2C marketing chief marketing officer (CMO) digital marketing email marketing integrated marketing (cross-channel) marketing & strategy AI ROI

Marketing in Adjacent Markets

Rishi Rawat

Look for related markets adjacent to your core market. uncategorized MarketingHere’s a good example: Warby Parker sells eyewear online but they also have an app that allows any consumer with a phone to test eyesight.

2018 Mobile And New Technology Priorities For Marketers

Forrester eCommerce

Forrester just released a new report on mobile and new technology priorities for marketers, based on our latest global mobile executive survey. We found out that marketers: Fail to deliver on foundational mobile experiences.

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Content Marketing in 3 pictures

Forrester eCommerce

We’ve officially retired our ‘Content Marketing Playbook’ We’re still doing research on content and content strategy, but – as we said about two years ago – the utility of talking about ‘content marketing’ just isn’t there anymore.

What the IPG Acxiom Deal Means For Marketers

Forrester eCommerce

IPG announced a deal to acquire Acxiom Marketing Services to much fanfare from the business press and financial analysts praising the potential of marketing powered by Acxiom’s data and IPG’s growing ad tech capabilities. What should marketers […].

Power Ecommerce Growth with Lifecycle Marketing

Zaius

This data powers your ability to execute lifecycle marketing — a strategy to engage with shoppers in the most relevant way according to where they are in their customer journey. Favors email marketing messages. Lifecycle marketing campaigns that work.

Consumer Marketing 2018 Follow-Up: Jenny Storms Answers Your Questions

Forrester eCommerce

One of the positive consequences of having fantastic speakers and robust conversations at Consumer Marketing this year is that we have a backlog of questions from the audience that we weren’t able to address on stage.

How Behavioral Marketing Campaigns Drive Ecommerce Revenue

Zaius

Buyer behavior is a goldmine of data for ecommerce marketers. So how do you actually execute a behavioral marketing campaign? This marketing strategy isn’t too complicated, but you have to put in the work. What is a behavioral marketing campaign?

Do You Have a Consistent Marketing Message?

Zaius

Every website page, every marketing campaign, and every communication you receive on all marketing channels is always the same. Everyone makes mistakes, but having a consistent marketing message is incredibly important. The same is true for your marketing and data systems.

People Matter; Marketing Channels Don’t

Zaius

What matters more to your B2C business — a new customer buying your product or the new marketing channel that brought in the new customer? The marketing channel is only important because it brought in that new customer. If your B2C marketing strategy today is completely focused on marketing across multiple channels, then you’re thinking about marketing all wrong. In fact, omnichannel is a perfect reflection of this concept of customer-first marketing.

The Top 10 Mistakes Ecommerce Marketers Make

Zaius

Most advice for ecommerce marketers focuses on what you should be doing to improve your brand’s marketing. Even if you’ve created a robust ecommerce marketing strategy, doing the wrong thing at the wrong moment could chase away even your very best customers.

My Sort-Of-Fictional-But-Really-Based-On-Reality Conversations With B2B Marketers About Insights

Forrester eCommerce

Despite acknowledging that insights-driven firms pack competitive advantage into every decision, marketers give me good reasons every single day that they can’t quite rise to the level of insights they want to.

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B2B Marketers Need To Establish Process Rigor (Without The Mortis)

Forrester eCommerce

I had the pleasure of collaborating with fellow Forrester analysts, Jessie Lui and Ryan Skinner, on the subject of marketing process – one of the lynchpin competencies in Forrester’s Marketing Innovation Playbook. age of the customer B2B B2B Marketing Marketing Process

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8 Essential Podcasts Every Marketer Needs To Know

Zmags

The post 8 Essential Podcasts Every Marketer Needs To Know appeared first on Zmags. I would just like to say, you’re welcome. I have scoured near and far all types of podcasts to deliver the most comprehensive […].

Here's Your Holiday Marketing Checklist

Retail TouchPoints

By Marissa Allen, Wpromote With marketers already preparing for the 2017 holiday season, digital marketing firm Wpromote has outlined the most important steps to implement or consider before it’s too late. Wpromote Marissa Allen holiday 2017 holiday marketing checklist

ActiveCampaign Review: Email Marketing with Marketing Automation

Ecommerce Platforms

Welcome to the world of email marketing. As a matter of fact, 80% of retail business owners agree that email marketing is their principal customer retention driver. Your online store is pretty much surviving below its potential if you’re yet to fully leverage email marketing.

Marketers, You Don’t Understand How Consumers Feel About Advertising

Forrester eCommerce

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. advertising B2C marketing behavioral targeting brand building chief marketing officer (CMO) consumer segmentation contextual marketing customer centricity customer life cycle marketing & strategy millennials personalization Marketing

Canada’s Tech Market Stays A Half Step Behind The US Tech Market

Forrester eCommerce

The Canadian tech market will grow in both 2018 and 2019, but growth will slow from 5% in 2017 and 2018 to 3.7% in 2019, according to Forrester’s report on “The Canadian Tech Market Outlook For 2018 To 2019 — 5% Growth In 2018 Will Slow To Under 4% In 2019.”

9 Influencer Marketing Examples & 14 GSD Tactics to Boost Conversion

BigCommerce

The answer lies in influencer marketing. In 2016, 86% of marketers used influencer marketing , and 94% of them found it to be effective. According to a study by Tomoson , influencer marketing yields a $6.50 That is, having an influencer marketing strategy.

Start Recording: Driving Sales with Video Marketing

Zmags

The post Start Recording: Driving Sales with Video Marketing appeared first on Zmags. Remember that time you picked up a hobby (and thought you were really good at it)? Maybe it was crafting artisanal jewelry […].

Move Beyond Email Marketing in Ecommerce

Zaius

If you’ve only invested in email marketing, you’re not only missing out on massive revenue opportunities from other channels, you also risk losing business by annoying customers with overwhelming amounts of emails. Every B2C marketer must invest in omnichannel marketing in 2018 or you won’t remain competitive. It’s time to move beyond email marketing and make the move to omnichannel. But we are saying that you shouldn’t ONLY use email for all your marketing messages.

How GDPR Impacts Search Marketing

Forrester eCommerce

Marketers in all areas of the world have been abuzz about GDPR’s impact and what they need to be doing about it. The European Union’s General Data Protection Regulation (GDPR) has been in place since May 25. Forrester published a podcast on it before the regulation went into effect that you can listen to here. […]. age of the customer

Print Marketing At The Speed Of Digital Marketing? Well, Almost.

Retail TouchPoints

By Jonathan Dropiewski, priint Americas Today’s marketers are overwhelmed with data. Most organizations have spent abundantly to collect, store, and interpret volumes of information in order to increase marketing efficiency.