 By Brian Quinton Call it the “new black” of marketing. Mobile seems to be integrating into campaigns of all types, and in fact is being used more as a bridge for cross-platform campaigns and less as a channel on its own.
That’s one finding from the latest version of the Chief Marketer Mobile Marketing Survey. Marketers tell CM that they are getting their messages into mobile primarily as a way to drive prospects or audiences to campaigns taking place elsewhere. Whether it’s a video that’s meant to be shared via social channels—increasingly accessed first on mobile devices—a QR code that drives commuters to a web site, or an SMS campaign sending out offers to be redeemed in stores, mobile is becoming the connective tissue whose most important role today is holding multichannel campaigns together. Read Full Story  By Beth Negus Viveiros Sure, you want to build your email file. But once you get folks to sign-up, what do you do? Do you deluge them with messages twice a day until they get fed up and unsubscribe, or do you ignore them completely?
Both of these options are of course, marketing sins. I recently signed up for the Shaws supermarket chain's email list and while they haven't ignored me, they haven't followed through either. Read Full Story  By Gordon Plutsky Marketers have content-based lead generation tactics down pretty well. They have become adept at using gated offerings such as white papers, eBooks, and webinars to inspire enough opt-ins to fill their sales funnel through. But their mastery of lead generation has brought with it a new challenge: lead conversion.
There have been increasing instances among marketers of internal dissatisfaction with their close rates, according to feedback from hundreds of marketers at a recent ON24 road show. This trend is something their sales teams conveniently, but not always accurately, blame on lead quality. Read Full Story |
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