In today's media-saturated world, marketing efforts rely more heavily on content than ever before, capturing the attention and imagination of audiences across sectors. But while most marketing teams understand the power of content, too many brands fail to diversify their deliverables in a way that truly boosts interest and engagement.
Measuring marketing campaign success has always been difficult - where did efforts go right or wrong? Which individuals saw advertisements and which ones actively participated in them? What were their overall thoughts? Luckily, the digital marketing realm offers more tangible numbers.
The power of mobile is readily apparent to any modern marketer. All it takes is one glance at the average workplace or social setting to see that people remain glued to their smartphones at every turn. It should therefore come as no surprise that organizations everywhere are ramping up their investments in mobile marketing.
Modern marketers often debate the most effective strategies of the digital world. With such a wide and evolving range of tactics to choose from, these conversations are simply part of the game.
Email has long held its position as a staple of the modern marketing mix, withstanding the test of time as a wider range of channels emerge from the digital revolution. However, the methods of email content development and distribution have evolved dramatically, with recipient expectations rising along with increased competition in the average consumer inbox. It is now necessary for campaign strategists to revamp their approaches to this longstanding format and adjust their efforts to meet a higher standard of personalization and value.
For years, marketing strategists have watched as digital, consumer-centric campaign strategies won out over more traditional forms of outreach and communication. Now, the transformation is nearly complete, as leading brands develop and leverage power marketing tactics that capitalize on first-party consumer data.
Boost Email Inbox Engagement With These Tactics As the war for the email inbox rages on, marketers are growing more determined to outwit their competitors and optimize their initiatives for opens, clicks and conversions. This means that strategists are employing cutting-edge technologies and tactics with regularity and boldness, and those that stagnate in [...]
The winds of change are strong in across the modern marketing landscape, and as organizations shift their strategies to stay aligned with digital advancement, they're also adjusting the dynamics between internal teams and external agencies. An article from the Harvard Business Review recently pointed to Society of Digital Agencies research revealing that more than a quarter (27 percent) of companies now work without an outside marketing team, a 14 percent leap from the year prior. In other words, brands are recognizing the value of a fully in-house marketing operation.
While plenty of new and exciting digital channels have made their way into the marketing mix in recent years, email campaigns aren't going anywhere. In fact, they are making a resurgence thanks to a range of tools and techniques that allow marketers to more accurately craft campaigns and track results.
In May of this year, we were pleased to advance discussions of Member Engagement Scoring within the industry by providing a detailed two-part overview in the form of a Pro Forma "Association Engagement Scoring Model".As a related follow-up, we are pleased to offer a similar Pro Forma model tailored to meet the needs of those associations that conduct active membership outreach and recruitment campaigns.This application of scoring aligns closely with the core usage of scoring in the private sector - it is the concept of digital body language, or endeavoring to understand both the interest areas and interest levels of all the non-member/non-customer individuals who interact with your organization in a digital way - email opens and clicks, website visits, event registrations, participation in training, etc.