Evolve Your Business with Incremental Marketing

Evolve Your Business with Incremental Marketing

Imagine building your marketing efforts as if you’re climbing a mountain. This is how many marketing departments feel when starting from scratch. What businesses don’t think about are the plateaus that come with these growing pains. These mountains should be a reminder to take a break and look back, report, and analyze the results–rather than plowing full force ahead. Incremental Marketing is a way to build a sturdy marketing plan. In the simplest terms, this process of marketing allows you to first build a killer strategy, then execute it with slow investments for each step along the way. It’s the sense of understanding your audience and where they are online before you start any major campaigns. Not only will this save you time and money, but it will also save your online reputation because you won't be getting unqualified leads to your site. You will be fitting into the space your product or service is meant to occupy, and you'll be...
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Increase Customer Engagement With These 4 Tips

Increase Customer Engagement With These 4 Tips

Customers are now more powerful than ever. Their always-connected status and ability to find information anytime from anywhere–in a matter of seconds–puts them in control of their own experience, and this trend has forced marketers to rethink how they engage and connect with their customers. Here are 4 tips to drive engagement for your digital programs. Make it Personal Personalization has been deemed as one of the most important tools for data-driven marketing, according to more than 70% of 220 marketing experts surveyed by Ascend2. The ability to personalize your messaging, rather than simply sending out a blast campaign, is key to increasing the user experience and therefore increases the success of marketing campaigns. Begin by creating groups of similar customers, and target promotions to each client’s specific needs. The most common ways to segment are by demographics, geographic location, purchasing behavior and/or psychographic segmentation (interests, hobbies, lifestyles, values, and attitudes). By segmenting your lists, you will begin to see an increase...
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Better Target Your Customers Using Behaviour-Based Insights

Better Target Your Customers Using Behaviour-Based Insights

Understanding human behaviour and what drives consumers to engage with a brand is a goal all marketers share. However, according to a 2016 survey conducted by Econsultancy, while 76% of marketers were implementing basic segmentation, only 15% of marketers were using behavioural targeting. (This data is based on web activity.) This suggests that the majority of marketers have a ways to go before they are optimally targeting their customers. Defining Behavioural Targeting While the majority of marketers limit their segmentation to customer demographic data such as gender, age, and geography, leading marketers are taking it a step further and demand a more comprehensive, psychographic profile of their customers. Behavioural targeting advances a marketer’s scope by providing data segmentation based on customer behaviours, giving marketers the ability to organize customers based on variables and preferences related to their previous online activities. Marketers can leverage this data and establish specific steps of action for different customers. Essentially, data enables marketers to build digital profiles to reach...
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Protecting Your Brand with DMARC – Stop the SPAM!

Protecting Your Brand with DMARC – Stop the SPAM!

You’ve read the headlines–privacy breaches and phishing scams have increasingly become front-page news. Microsoft’s anti-phishing filters are showing monthly deltas of up to 44% increase in phishing emails received between 2018 and 2019. These attacks target major bank brands, payment processors, health care providers, e-tailers, and individual consumers. According to Statista, 55% of email traffic in 2019 was spam. Despite its importance, ubiquity, and resilience, email has never been 100% secure. Email fraud costs companies around the world millions every year, and fraud can permanently destroy brand reputation. New delivery tools have emerged to assist with brand and consumer protection; the most important of these tools is DMARC (Domain-based Message Authentication, Reporting, & Conformance). DMARC is an open email standard published in 2012 by the industry consortium DMARC.org to enable domain-level protection of the email channel. It works in conjunction with the more well-known email standards (SPF and DKIM), and it is the only way for email senders (like you!) to...
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