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.

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.

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 […].

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.

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.

B2B 228

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.

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

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.

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.

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

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?

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

B2B 188

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 […].

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.

Mobile 255

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.

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.”

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.

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.

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.

6 Tips for Building Your Marketing Career

Kissmetrics

You’re convinced that you belong in marketing. Getting into marketing is easy. And when you look at the projected growth rates for the marketing field – an increase of up to 10% by 2026 – you can’t afford to not get savvy with those rules. That’s all great news for new marketers.

2018 LinkedIn Marketing Guide

Kissmetrics

Despite a number of other social channels rising to meet consumer demands LinkedIn remains the leading social network for marketers and business professionals. Here are just a few ways you can use visual profile elements to market yourself on LinkedIn. Online marketing

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 Empowered Marketer: What B2C Brands Can Learn from B2B Marketing

Zaius

If you’re looking to learn about trends in the industry, new marketing tactics, and the newest ideas to drive results, that’s likely where you turn. They help you understand the story behind the marketing, getting you invested and helping you learn how to be better at your job as an ecommerce marketer. Writing is a key and powerful part of marketing, no matter what product you’re selling — something that Kaleigh Moore knows well.

B2C 150

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

B2B 183

6 Engagement Marketing Metrics & How to Improve Them

Kissmetrics

Engagement metrics, while often seen as “vanity metrics,” are important indicators of how well your marketing is performing. In this article, I’ll share six engagement metrics you must measure throughout the funnel to ensure your marketing is working. Email Marketing Engagement.

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.

B2B 201

Why Unscalable Marketing Activities are Best for B2B Companies

Kissmetrics

They might work on the mass market paying $0.00 The lazy answer to this quandary is “account-based marketing.” Which is really just a euphemism for “not terrible marketing.”. Example: “Content marketing.”. Viral’ marketing might work for B2C. Marketing

B2B 412

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

6 Key Takeaways From Google Marketing Live 2018

Forrester eCommerce

Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant – an announcement that was made over a week ago – was the retirement of the AdWords and DoubleClick […]. age of the customer

6 Tips for Building Your Marketing Career

Kissmetrics

You’re convinced that you belong in marketing. Getting into marketing is easy. And when you look at the projected growth rates for the marketing field – an increase of up to 10% by 2026 – you can’t afford to not get savvy with those rules. That’s all great news for new marketers.

What Facebook Watch Will Mean for Marketers

Kissmetrics

What is Facebook Watch, and what does it mean for you your marketing strategy? Social viewing is not going away, so how can marketers take advantage of it? What Facebook Watch means for marketers. Here are four ways Facebook Watch will change the game for marketers.

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

Get Ready To Activate Marketing Campaigns With Mobile Wallets

Forrester eCommerce

We argued that within five years, mobile wallets would become marketing platforms in their own right — a new channel where marketers mixed their offline and online marketing efforts.

Mobile 163

What Tinder Can Teach Us About Growth Marketing

Kissmetrics

All marketers know that consumer behavior is driven by emotions rather than logic. In order for word of mouth marketing to be effective, it’s important for user onboarding to be smooth and efficient. This is when word of mouth marketing gained momentum.

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.

Introducing The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018

Forrester eCommerce

Jim Nail and I are excited to announce the publication of The ForresterTM Wave: Marketing Measurement And Optimization Solutions, Q2 2018. This report evaluates eight top vendors’ current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling.

Omnichannel Ecommerce Marketing is Within Reach

Zaius

True omnichannel marketing is tough to do well. But, according to the 2017 Ecommerce Holiday Report , 86% of ecommerce marketers have still not executed a full omnichannel marketing strategy for their brand. What is an omnichannel marketing strategy?

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.