Entries by Connie Hill

Customers Are Channel Agnostic. Do You Have a Channel Agnostic Marketing Strategy?

Customers don’t think about channels when they are shopping your brand. In fact, you could say customers are channel agnostic. And that is a problem, because many brands’ interactions with customers are still driven by some form of channel approach – multi-channel, cross-channel, even omni-channel. But to truly meet customer expectations, we need to ditch […]

Personalized Customer Experience 2.0: How Would Customers Score Your Brand?

Marketers know that to be more relevant and deliver a great customer experience they need to drive towards the idea of “the segment of one”. And, that being adept at “the segment of one” demands using data and advanced technology to tailor marketing messages and offers. Gap Between What Brands Deliver and Customer Expectations is […]

Why Integrating Marketing Technologies in 2018 is a Must

In a recent Forbes article, the importance of shifting our full focus to the integration of our marketing technologies and leaving yesterday’s silos behind, was summed up very succinctly. “2017 was the year of digital discovery. 2018 will be the year of technology and more integration of it into mainstream retail. It will be the […]

5 Predictive Analytics Models that Fuel Customer Engagement

As marketers, we are constantly put in the positon of trying to anticipate a customer’s next move. It is an important part of modern day marketing strategy and when it comes to ways that help us stay ahead, or at least in step, with customers, predictive analytics are our friend. Using historical and current data, […]

Making Customer Experience Management Priority One

A Walker study states that by the year 2020 customer experience will overtake price and product as the key brand differentiator. So, it’s no surprise that customer experience management is a much talked about topic in most marketing circles. Yet, many companies continue to struggle with how to approach the transition from product centric to […]

The Interrelationship of Data, Analytics, and Insights

The Interrelationship of Data, Analytics, and Insights Like goals, strategy, and tactics, where people confuse the terms and use them interchangeably, many do not understand fully the exact definitions and interdependency of data, analytics, and insights. This not only causes confusion, but also a lot of redundancy. What we need is an easy way to […]

4 Segmentation Strategies to Help Target Customers

One of the most frequently applied marketing strategies today is that of customer segmentation, targeting and positioning (STP). Segmentation strategies help marketers define and understand specific buyer populations and leverage that insight to deliver more relevant offers. This is not a new phenomenon. Traditional marketing techniques also involved separating and targeting consumers by general characteristics […]

Put These 7 Marketing Trends on Your Radar for 2018

As we head to the end of the year, it is time to look at the some of the key marketing trends bubbling up for 2018. Many are technology related, which shouldn’t be surprising. Technology advances continue to accelerate customer demands and our ability to respond. 7 Marketing Trends We Are Watching Closely… AI live […]

4 Rules for Cross Channel Campaign Management

Customers are demanding and getting briefer, quicker, and hyper-personalized content every day, in real-time. How do marketers keep up with the demands of their customers? Cross channel campaign management is the key. Cross channel campaigns demand a different type of planning from more traditional push campaigns. Campaigns need to be able to speak to an […]

Choosing the Right Real-Time Technologies

A new Forrester report predicts that marketing technology budgets will “grow by double digits” in 2018. Why? Because we all realize that a cohesive strategy that fuses real-time marketing technology and product is a must if we are to drive growth. With a boat load of marketing technology options and vendors to pick from – […]

Data Structures to Support Real-Time Engagement

The key to real-time is performance. You need to be able to integrate what you know about a customer with what they are doing right now to drive split second decisions about what to say, or do, next. Many current data structures do not support the high-level performance needed to engage customers in real-time. Data […]

Traditional Push Campaign Creative Doesn’t Cut it

One of the many struggles we face as we gear up our marketing for real-time execution is how to formulate campaign creative to meet the hyper-personalization demands of the customer without “killing” the creative teams. Is Your Campaign Creative Ready for Real-Time? Real-time marketing demands a different type of thinking when it comes to creating […]

Is Your Organizational Structure Right for Real-Time?

In many companies, old school organizational structures are now a major hindrance. One of the issues is that these outdated structures created data silos, yet today’s reality is that for real-time marketing to be successful all data needs to be centralized and accessible to everyone. “Many CMOs Are Tearing Up Their Org Charts” New marketing […]

The Role of Customer Data Platforms in a Real-Time Marketing Environment

In today’s, customer empowered world, brands require access to clean, continually refreshed, and connected customer data to compete. Connected data is central to a brand’s ability to achieve deep customer understanding and devise and execute real time customer engagement strategies. Fragmented Data Ecosystems Create Barriers However, fragmented marketing ecosystems with multiple point solutions (that house […]

How Real-Time Marketing Increases Campaign Success

Real-Time marketing success is the latest game changer. But, how do we communicate the value of real-time marketing in a way our senior management will understand and buy into the investment? One way is to point to how real-time marketing’s success can increase campaign effectiveness and help us achieve our customer engagement, loyalty, and revenue […]

Why CMOs Must Prepare for Real-Time Customer Marketing

Consumers are demanding hyper-personalization and brands must step up with real-time customer marketing to effectively compete, or risk being obsolete. The bar for personalization will continue to rise, and CMO’s must help their organizations transition from the traditional marketing techniques of outbound targeting to the more modern (and competitive) approach of personalizing inbound customer interactions. […]

Under Promise and Over Deliver. How to Exceed Customer Experience Expectations.

A recent study found 80% of CEOs believed their companies offer superior customer experiences. The problem? Only 8% of their customers agreed with that assessment. So, rather than meeting or exceeding expectations, most companies are disappointing their customers, leaving them at high risk of defection. Which poses a significant challenge for marketing teams tasked with increasing customer […]

5 Ways Marketing Technologies Can Help Increase Customer Conversion

How many potential customers has your organization let walk, or abandon a cart, or… These are problems many companies face. Yet, we all know that advancing customer acquisition is a critical component in increasing revenue. Oftentimes, the answer to why customer conversion is not higher has nothing to do with your brand image, or the […]