Showcase your brand’s value proactively by shifting your mindset from customer retention to customer success

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On paper, “customer success” might just sound like a buzzwordy synonym for customer retention. In practice, however, there’s a philosophical distinction that implies an ongoing relationship with customers, as opposed to just waiting for requests. Now more than ever, businesses need to adopt this kind of customer-centric approach to marketing — but where should you start?

We’ve broken down customer success marketing into three main tenets. When managed correctly, these strategies can increase retention and save you the trouble of costly reacquisition campaigns. Put simply, focusing on success instead of retention or reacquisition means facilitating a two-way relationship between your…


As relationship marketing became a more tangible concept, the internet changed the industry forever

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Post-war TV, Madison Avenue agencies, “He likes it! Hey Mikey!”, where’s my MTV? No, this isn’t an alternate version of “We Didn’t Start the Fire” — it’s a quick recap of what we covered last month in the previous installment of our Relationship Marketing series. The rise of the television era and the 1960s attitude of excess elevated the “mad men” of the advertising industry to new heights. By the early ’80s, however, the onset of cable and increased competition had advertisers fiercely battling for consumers’ time and attention.

Marketing even played a major role in the 1984 presidential election…


While there are many similarities between both groups, marketers need to understand how — and why — they differ

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Millennials and Generation Z, or Zoomers, are often conflated as a youth-oriented hivemind when it comes to marketing. However, with the oldest millennials nearing 40, there are clearly some critical differences between these demographics.

In this article, we’ll explain what those differences are.

Millennials vs Zoomers

As with all generational groups, who counts as a millennial or a zoomer is defined by when they were born. The exact boundaries vary depending on the information source used, but generally speaking, the millennial era runs from 1980 to 1995, while Generation Z begins in 1996 and stretches into the mid-2000s. …


Pop the champagne, watch the ball drop, and get ready for a new year

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As 2020 finally, finally came to an end, it’s time to start looking towards the future. The beginning of a new year is a great time to make resolutions for the coming months, whether that’s learning a new skill or hitting the gym. If you’re in marketing, your New Year’s resolutions might look a little different.

So while you’re enjoying a socially distant end to this seemingly endless year, think about some ways you can hit the ground running in 2021.

Analyze 2020’s successes (and failures)

Let’s be real: no one wants to think about 2020 for a second longer than they have to. However…


With the right chatbot, your business can scale up marketing and sales with great efficiency and deliver real value for your investment

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Just about every business website has some form of chatbot now, though their level of usefulness does vary. The right chatbot can give your customers a great experience and improve your operational efficiency. But the wrong ones may frustrate customers and cost you business.

The key? Make sure you’re aware of your options and the user experience before committing to any solution.

The origins of the chatbot

The proliferation of chatbots over the last decade may give the impression that they are only a product of the internet. …


Customers find good videos more relatable and are more apt to share them than other forms of content

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Video delivers the experience that most customers prefer, which makes it a must-have for marketing.

Authenticity, storytelling, engagement. These are all terms that marketers now attempt to incorporate into their campaign strategies to really connect with and motivate audiences.

All those are attainable with good video content. That is what makes it your secret weapon for engaging your audience.

Hand someone a whitepaper, and you have to pay them to read it. But everyone enjoys a good story. If you can bring that story to life by showing it through video rather than merely telling it, so much the better.


In this year of drastic shifts, influencers are the latest group to feel the effects

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Influencer marketing can be a massively successful strategy for companies looking to grow brand awareness and increase sales. However, there’s more to influencer marketing than putting products in the hands of high-profile social media users, and that goes double for 2020. After all, this is the year that changed everything.

According to a recent study from Bluecore, 18% of the 1,005 consumers surveyed in Q2 2020 said that influencer marketing had the most significant impact on their purchasing decisions, placing it in third place behind word of mouth and online ads. However, 29% of that same group said influencers were…


Artificial intelligence isn’t just making it easier for brands to “do” traditional marketing. It’s actually revolutionizing the way we approach marketing

As we recently discussed, the artificial intelligence revolution is upon us — and it continues to ramp up almost daily.

The advancements made in AI tech over the recent years have been highly beneficial to marketing teams around the world.

On just a surface level, AI enables marketing teams to become more productive. By today’s standards, even the most rudimentary AI tools can allow marketing teams to create more output while minimizing production costs.

That’s all well and good — but there’s much more to the big picture, here.

Today’s AI-powered technology doesn’t just help marketing teams do “more of…


Relationship marketing is a recent concept, but the idea of branding is as old as humanity itself

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Welcome to Relationship Marketing 101, a new monthly series that examines the evolution of marketing — from radio ads to social media — and the lessons this history shares. In this installment, we’ll explore branding’s origins and discuss how marketing behemoths like Coca-Cola learned to connect with customers.

The history of branding dates back thousands of years, though the term didn’t have its current context until the 1500s. According to Skyword, Stone Age cave paintings depict early humans branding animals with paint and tar. That method soon gave way to burning ownership marks onto cattle, while artisans in ancient China…


This holiday season, marketers must target their customers with offers and messaging that reflects an understanding of their concerns and preferences

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Cyber Monday, like Black Friday, is really a misleading term. No one is limiting their online shopping to a single day, particularly this year. In fact, many have begun their shopping in October with sales kicking off already last month.

Never mind one day, 2020 became the year of eCommerce

Online retail spending far exceeded any predictions, as consumers stuck at home turned to their devices for shopping. In Q3 alone, as reported in APN News, the amount spent online on retail in the US amounted to $218.1 billion, representing a 50% increase from last year’s Q3 of $145.5 billion.

The NRF reports that, continuing the trend that took off…

Post Funnel

PostFunnel, by Optimove, covers the intersection of data, technology, design and innovation in retention marketing, helping practitioners to excel at their work

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