I am regularly asked to summarize my many posts. I thought it would be a good idea to publish on this blog, every Monday, some of the most relevant articles that I have already shared with you on my social networks.
Today I will share some of the most relevant articles about Marketing and in what form you can find it in today’s life. I will also comment on the articles.
On Multichannelmerchant.com: https://multichannelmerchant.com/blog/ecommerce-returns-and-their-role-in-marketing/
Ecommerce Returns and Their Role in Marketing. As much as retailers and brands would love them to, most customers don’t simply drop onto their site by accident. Given this, success is heavily determined by the acquisition strategy of their marketers. The problem is that many aren’t using key data points about their customers to analyze marketing effectiveness and are losing money as a result – and one key area of this is in returns.
On Forbes.com: https://www.forbes.com/sites/forbesagencycouncil/2021/09/22/optimizing-your-email-marketing-in-2021/
Optimizing Your Email Marketing In 2021. Digital marketing has more than shown its worth for businesses of all industries over the past year, and one strategy that’s been particularly valuable has been email marketing. Email marketing is arguably more important now than it ever was before. However, while email marketing is extremely important right now, it can also be difficult to do well. If you want to get all of the benefits of email marketing, you’ll need to familiarize yourself with all of the best practices and stay current with the latest trends. Some interesting views about email marketing. I do not agree with some of the statements in regards to the importance of email marketing but I wanted to share this article as it could make you think about how to optimize email marketing should you choose to use it.
https://www.forbes.com/sites/forbescommunicationscouncil/2021/09/22/why-inclusion-and-diversity-should-be-top-of-mind-for-every-marketer/
Why Inclusion And Diversity Should Be Top Of Mind For Every Marketer. I often talk with my team about personas. Who are we trying to reach? What are their interests? How can we get through to them? We segment the market, study our diverse audiences, and then aim to develop messages that clearly convey how our solutions and services can make their lives better or jobs easier. Our goal is to speak to the root of their individual pain points and ambitions. But we live in a multicultural world, and I’ve found that the only way to successfully connect with our audiences is by fully understanding each person’s world. Even if the people you’re trying to reach fit into a similar demographic or face the same challenges, their individual principles, values and communication styles may be very different. That’s why companies should be more thoughtful — and inclusive — in their communications. Most companies today have departments dedicated to inclusion and diversity. This is key to both internal management and communication/marketing for prospects and customers. A very interesting article!
On Emarketer.com: https://www.emarketer.com/content/robust-customer-data-key-personalized-marketing-messages-sponsored-content
Robust customer data: The key to personalized marketing messages. This article has been sponsored by PWC. However, it has some interesting content about personalization of marketing messages. This is why I chose to mention it. If you’re like most marketers, your client profiles are missing valuable information. Having more robust customer data insights can help you craft more successful campaigns. To understand how getting a fuller picture of your customers’ lives can help you better serve them, let’s examine the connection between home buying patterns and… pet ownership.
On Techcrunch.com: https://techcrunch.com/2021/09/23/how-ryan-reynolds-has-mastered-authentic-marketing/
How Ryan Reynolds has mastered authentic marketing. Most people know Ryan Reynolds from his movies, but the actor has his hands in a number of entrepreneurial ventures. He owns a majority stake in Mint Mobile, a mobile virtual network operator, which has grown more than 50,000% in the past three years. He was also invested in Aviation Gin before selling it for a staggering $600 million last year. But perhaps most applicable to the startup world, Reynolds is also a founder of Maximum Effort, a marketing firm responsible for the ads you’ve seen for the Deadpool franchise, Aviation Gin, Mint Mobile (of course) and that hilarious Match.com ad featuring Satan and the year 2020 as a match made in hell.
On Smartbrief.com: https://www.smartbrief.com/original/2021/09/full-funnel-marketing-age-mobile
Full-funnel marketing in the age of mobile. Picture this: You’re on your phone, playing a mobile game. You see an ad for another game –- maybe it’s a playable ad, so you try it out. You tap and download the new game, which might be free, or maybe you pay $2.99 for it -– with one tap, of course. Another scenario: You’re again on your phone but on Instagram. You see an ad for a $34.99 swimsuit available at Target. One tap and you’re in the Target app on the product page. You select your size, add to cart, agree to use your login info from your existing account, and check out in seconds. Which of these is more likely for you? Statistically, they’re both quite common. And both of these scenarios are examples of a successful full-funnel marketing strategy. But not just any strategy -– a unique one that is, to be blunt, a marketers’ dream.
On Thefinancialbrand.com: https://thefinancialbrand.com/122480/what-banks-should-and-shouldnt-put-into-next-years-marketing-budget/
What Banks Should (and Shouldn’t) Put Into Next Year’s Marketing Budget. Facing end-of-year deadlines, and an uncertain environment, it’s crucial that bank and credit union marketers approach the budget process differently this time around. Instead of focusing on the projects that can — and should — be another department’s responsibility, marketing execs need to re-evaluate their metrics and priorities. Fintech is an area where transformation is becoming critical to ensure relevant and performant customer experience. Banks need to change their approach to customers and this goes about marketing. A good eye opening article!