Ansira
By 2020, price and quality won’t be competitive differentiators for brands. So why would someone choose your business over another? Because of the customer experience. Marketing experts have long touted customer-centricity as a sticky factor for loyalty and retention. But how does a brand actually define what a great customer experience means? As the number of […]
Attracting, engaging, and retaining customers is never easy. Brands must manage customer relationships with relevant, timely data. They have to keep customers hooked and invested with the right content delivered at the right time and through the right channel. And, to be consistently effective, companies in the brand-to-local ecosystem must ensure every partner in the distribution stream […]
Email marketing remains one of the most effective ways to engage with customers. However, emailing too often, and sending irrelevant content, are top causes of brand fatigue — and they can place perfectly pertinent emails smack inside the spam folder. How do you stay in front of customers without being overbearing or annoying? Here are […]
“Customer experience” describes the marketing journey a person takes when interacting with a brand. Although every journey is different, there’s one common element: the human factor. By looking at marketing through the lens of the human experience, rather than the customer experience only, the brand can enrich and lengthen its relationship with the customer, leading to greater profitability. […]
A conductor would never instruct every musician in the orchestra to play the same songs with the same notes at the exact same time. With little harmony or texture, the music would become a snooze fest, and patrons would leave the venue uninspired. So why do marketers run same-note campaigns across channels? Successful campaigns draw […]
Companies don’t want to spend money on people who aren’t interested in their brand. Instead, they want to find people who are engaged — and talk to them in relevant ways. Some marketers make decisions based on assumptions or experience, and they may get lucky with the results. However, a marketing strategy driven by statistical […]
Email is the most prevalent channel for marketing communication, giving brands the power to inform, surprise and delight, and promote. But if it isn’t executed properly, email also has the power to chip away at hard-earned brand equity, leaving marketers to wonder what they could’ve done differently. From punchy preheaders to fast-loading images, here are […]
The General Data Protection Regulation (GDPR) is a reminder to brands that protecting personal data is a serious business. The global rule, which went into effect on May 25, 2018, governs the way companies process the personal data of European users. Brands that don’t comply can face a hefty fine of up to 4% of […]
Data gets a bad rap from creatives. Maybe it’s the fact that data is seen as linear and therefore a creativity killer. That its scale can be difficult to wrangle or whittle down into something actionable. Or that its eponymous reach is poised to take over the world (not really, of course). As lovers of […]
Marketers often confuse the terms machine learning, automation, and artificial intelligence (AI), even using them interchangeably. They are interrelated but distinct, and those distinctions are important to consider. Understanding the nuances of these intelligence concepts can inform smart marketing decisions — and lead to solutions that meet business goals. What’s in a Name? Machine learning, […]