We all want to be successful at our marketing efforts. No one wants to leave money on the table. So we concern ourselves with finding the ‘best’ way to do things or seek the latest advice from the ‘experts.’
"The skills that I attained and the lessons I learned during my time at Trellist are something that will definitely help me succeed both socially and academically in my first year of College, and beyond. I’ll hold onto my experiences from Trellist for the rest of my life. I’d encourage anyone my age to take advantage of an opportunity like this if you can."
Voice-powered tech and digital assistants are just another chapter in the aggressive technology disruption that’s taken place over the last decade. To some businesses, the idea of voice strategy is still a bit of an outlier in their marketing and content planning. But it shouldn’t be.
What does your business stand for? If you don’t have a quick answer, don’t worry. Most companies are too busy with day-to-day concerns like growth and profitability to ponder the “bigger” questions. But it’s worth thinking about.
In any successful relationship, trust is earned and kept through giving recognition to a partner on a regular basis. By staying connected to other people’s goals and motivation, deeper connections can be maintained. The same holds true in a business-customer relationship.
“So, how did we do?” It’s a question marketers often ask each other at the end of a campaign. And, although it’s a good a question, we don’t always get the answer we had hoped for. A list of metrics, important Key Performance Indicators, or even something as promising as the number of new leads generated can leave our stakeholders surprised, confused, or worse--unsure if we did our job. What does it all mean?
Email is a relatively inexpensive tool yielding a high return that companies can use to gain insights into what their audience finds meaningful. This tool can also help companies segment their lists and target more effectively, resulting in higher engagements not just in email, but across all channels.
We’re on the cusp of a radical shift in the way that marketers create, measure, and optimize the experiences we’re providing for our customers. Artificial intelligence and its applications in marketing are going beyond the proof-of-concept stage and emerging as a tool to drive real change within organizations.
Virtual reality. The very phrase probably conjures up images of a futuristic, computer-driven landscape you might see in your favorite sci-fi movie. It’s less likely that you’d associate the next-gen tech with a disconcertingly up close, flea’s-eye view of carpet piles in your virtual living room.
One-to-one marketing, personalization, segmentation, hypertargeting, consumer-first marketing—whatever it’s called, the goals of nearly every marketing strategy are virtually the same: to understand customers as individuals, reach them on their terms, and communicate in a way that makes them feel like they are interacting one-to-one with your brand and its products and services.
We’re about 10 years past marketing automation’s advent, so most business leaders are familiar with the ROI to be gained in automating top- and mid-funnel marketing touchpoints. But while 40-50% of companies have invested in an automation platform, a staggering 85% percent of B2B organizations report not using their platform to its full potential.
Trade shows are the perfect opportunity to mingle with customers and prospects, soak in thought leadership, and bring home an avalanche of new leads and potentially win new business. If you’re planning to exhibit at an industry event, all of these benefits are possible. Unfortunately, it’s easy to miss out on most of these opportunities and watch helplessly as your ROI plummets if you don’t prepare properly.
How does a manufacturing organization deploy a corporate digital strategy without turning its business upside down? For large, enterprise organizations it makes sense to start with your most significant pain point. In other words, what part of the organization has the most opportunity to improve and impact your go-to-market efficiency? Let’s evaluate an enterprise B2B through four distinct lenses: (1) Operations, (2) Customer Interface, (3) Business Processes, and (4) Data Access.
The beauty and promise of the cloud is its scalability, always-on availability, better security, and streamlined workflows for your team. However, the real value will never be realized without the right migration strategy, implementation, and ongoing optimization.
How does a manufacturing organization deploy a corporate digital strategy without turning its business upside down? For large, enterprise organizations it makes sense to start with your biggest pain point. In other words, what part of the organization has the most opportunity to improve and impact your go-to-market efficiency? Let’s evaluate an enterprise B2B through four distinct lenses: (1) Operations, (2) Customer Interface, (3) Business Processes, and (4) Data Access.
How does a manufacturing organization deploy a corporate digital strategy without turning its business upside down? Where is the best place to start? How long will this take and what’s the price tag? How much revenue lift can I expect? At Trellist, we get asked these questions on a frequent basis from our clients. The answer, as you probably expect, is “it depends.”
The case for a robust discovery process before beginning design/development projects: Imagine a house that’s beautiful from the outside but, once you cross the threshold, you find the floorplan is all wrong, the rooms are too small, and the windows are too high to reach. It takes time and thought to develop the layout and “experience” of those interiors so that they meet the expectations and needs of the people who enter. No matter how spectacular the exterior is, if the internal experience doesn’t deliver, the whole thing is a failure.
Millennials are a growing segment of consumers—making up more than a quarter of the US population—thus forcing marketers to change their game in order to stay ahead. They’ve completely reshaped the marketplace. Check out some of our best tips for keeping up with these 83.1 million consumers:
A big mistake that people make when creating websites is that they separate the visual design efforts from the UX (User Experience) and content development. They see visual design as putting paint on a finished piece of pottery—something you do at the end to make it look pretty. This approach is missing the power that visual design has to engage users with a website’s narrative.
LinkedIn recently got a fresh new look. The social networking site says it’s the largest redesign since its inception. The company hopes users will find the new design more intuitive and easier to use. LinkedIn claims users were apparently “overwhelmed” by the old design.
For marketers, understanding the influence that technology and media has on the generation and how that influence impacts the future of marketing is crucial, because Millennials account for an estimated $200 billion annually in direct spending and a projected $1.4 trillion by the year 2020.
Read more to find out 3 ways that Millennials are redefining marketing.
Identifying customer personas, and cataloguing the insights associated with them, is essential for targeting marketing and sales efforts in the most efficient and productive way possible. It prepares the business to most appropriately appeal to its prospective customers.
Here are the six essentials to successfully developing buyer personas for any business.
Brands are obsessed with plugging into the Millennial generation. Despite this, it seems that many established companies still struggle with how to create a meaningful connection with this key audience–financial institutions included. As a result, we performed research around the relationship between Millennials and credit cards to develop insight that would help financial institutions build campaigns that resonate.
For businesses accustomed to traditional marketing approaches, a shift to content marketing is not always easy. Great content marketing efforts require a somewhat different mindset — that of a journalist.
A journalist’s approach to audience and storytelling provides a useful model for content marketers. Three aspects of journalism are particularly useful for organizations to adopt if they want to make their content marketing initiatives successful.
New social media platforms are appearing everywhere, making it difficult for businesses to identify where they should spend their time and resources. One important consideration in making the assessment is understanding which forms of social media have, and are likely to maintain, a broad reach.
Two newer mobile social media platforms have emerged that appear to have sizeable user bases and some staying power: Snapchat and Periscope.
If you dig deep enough, you’ll find some interesting clues from the past that mirror what an effective public relations strategy should look like today. Want proof? We've got five essentials to successful public relations efforts that began in ancient times.
Too often, marketing departments put their noses down into spreadsheets, and lose the emotional aspect of what they're trying to do. And that is automatically limiting; because emotion, not numbers, is the gasoline that fuels marketing awesomeness.
Sprinklr – the world’s most complete enterprise social technology – just announced a whopping $46 million in new funding. We're sharing this significant news because it corroborates the increasingly important role of omnichannel as an integrated marketing and technology strategy.
Mobile First means that the mobile use case is taken into account first and foremost when developing any digital customer touch point. Adherence to this discipline translates to more streamlined messaging and, ultimately, more effective communications.
Often, CEOs delegate branding decisions solely to the marketing department without taking an active role, instead tending to financial or operational affairs. In doing so, they risk committing one of the most underreported business blunders of our time.
With a very different approach to email development, print and direct mail creative methodology, marketing executives have much greater freedom to personalize offers, creative treatments, and marketing messages, all while reinventing their marketing program strategy with greater personalization.
We think today’s Black Friday Shopper is very different from what we saw on ABC and NBC News. She is a smart, mobile-savvy, well-researched consumer who seeks value based on real information and the opinions of the people and brands that she trusts. Let's take a look at the Real Black Friday Shopper.
With the latest economic news, CTOs and CIOs are once again seeking opportunities for short term cost savings. Outsourcing critical services to specialized vendors has been a favorite strategy of the CIO under pressure to reduce costs and improve service. Now CMOs are looking to steal a page from their business team rivals. Progressive [...]
Brands that engage in a dialogue by listening, learning and participating are more likely to create a positive impact. Therefore, it is important that brands actively participate in dialogs throughout their social graph, leveraging the strength in their core message, feedback mechanisms, curating and distributing content, and visual expression as it applies across channels.
They say that we only use about 10% of our brain. That’s just a myth, but regardless of the percentage, mine is at capacity today. It feels like that pink pie chart on your hard drive that shows “space available”—I can’t fit anymore in. And it’s not just me. People are on information overload, [...]
Web advertising has been evolving ever since companies started trying to generate sales online. As web users gain experience and their surfing habits evolve, advertisers must also change their habits to get attention and clicks with their ads.
If I had more time, I would have written you a shorter blog post. That’s my twist on a famous quote credited to everyone from Mark Twain to Voltaire (replace “blog post” with “letter” for the original version). Regardless of who actually said it, the idea is sublimely important. It does require more effort to [...]
In a 2010 study, Jupiter Research cited that 75 percent of American consumers belong to at least one loyalty program. These programs can promote brand consideration since consumers are always looking for ways to be rewarded for loyalty.
You’ve probably seen a QR Code before but never took notice of those innocuous square barcodes that appear on everything from product packaging to movie cutouts. While QR Codes are close cousins to traditional barcodes, they are far more versatile to marketers. While you may already know what QR codes are, you may not have realized some of the fascinating ways they can be used.
Let’s face it – we’re all participating in some sort of loyalty program in our daily lives. Some of us use our grocery store club card to get discounts or our Starbucks card, or our credit card for points for cash or free airline tickets.
Gap, Inc., the apparel retailer, had established its logo through consistent usage over the past 20 years. Recently, Gap decided to try its luck with an updated logo and revealed the new creation on the Gap website without warning. This move ignited spirited conversation within the online community, which responded with mostly harsh criticism of [...]
We could spend hours discussing how this assumption has constrained market insight for products where attributes are neither readily changed by the manufacturer nor independent (health care is an excellent example). “Which is more efficacious, drug A or drug B?” is a red herring in any setting. What qualitative can tell us is:
A slightly different version of this article originally appeared in Quirk’s Research Review, May 2005, page 40.
Part 2 in a 6-part series.
The second sin, or ‘Presto! Let there be quant.’
Under the illusion of “representativeness” noted in my previous post, researchers may bring quantitative instruments into the qualitative setting and report the aggregate (or [...]
Google announced today that they will begin a test of behavioral targeting through their AdSense network. This will be a significant change in how advertisers can use Google to target a specific profile on sites other than its search page.
To give you some background, AdSense is Google’s content network, where it places text and display [...]