ibmsocialbiz:


It appears marketers worldwide are treating social media as just another broadcast channel, for lead generation and customer acquisition. Social customer care? Not a priority.

(via Social Marketing in 2014 | Social Media Today)

ibmsocialbiz:

It appears marketers worldwide are treating social media as just another broadcast channel, for lead generation and customer acquisition. Social customer care? Not a priority.

(via Social Marketing in 2014 | Social Media Today)


Usability - The science of creating an intuitively usable website

Marketing Metrics 101 (Source: NewsCred)

Gross Margin: Profit/Revenue

Conversion Rate: The rate at which leads turn into closed deals

Average Lifetime: The average length of the entire future relationship with a single customer

Cost Per Lead (CPL): The cost of acquiring a new sales lead

Lifetime Value (LTV): This is a topline estimate of total contract value, calculated by the average MRR per customer * average lifetime +
one-time fees

Monthly Recurring Revenue (MRR) per Customer: The predictable, recurring revenue of a subscription-based business

Net LTV / Customer: Average profit per customer * Average Lifetime, this is a bottom line estimate of total contract value

Net LTV / CAC: This is the holy grail of marketing analytics. The ratio shows how many times greater our Net Lifetime Value per customer is than
Customer Acquisition Cost. It represents how many dollars of profit for each dollar spent. For example, a ratio of 1 is breakeven while a ratio of ≥ 3 is a
healthy long term goal for a SaaS company


springwise:

Augmented book enhances the story with tactile sensations
The publishing industry is one that has been hit particularly hard by the advent of digital, but the technology can bring new experiences to reading. In the past we’ve seen Poland’s Elektrobiblioteka offer extra digital content when readers turn the page, and — hoping to enhance the emotional experience of reading — now the Sensory Fiction project coming out of MIT has developed a harness that delivers haptic feedback at relevant points in the narrative. READ MORE…

springwise:

Augmented book enhances the story with tactile sensations

The publishing industry is one that has been hit particularly hard by the advent of digital, but the technology can bring new experiences to reading. In the past we’ve seen Poland’s Elektrobiblioteka offer extra digital content when readers turn the page, and — hoping to enhance the emotional experience of reading — now the Sensory Fiction project coming out of MIT has developed a harness that delivers haptic feedback at relevant points in the narrative. READ MORE…






ibmsocialbiz:

"Parent" brands systematize customer engagement
In consumer products, where many brands co-exist under one corporate umbrella, it’s especially critical for  marketing and technology to work together to influence customer experience across all brands and channels. Some examples:
Proctor & Gamble. Consolidation in the retail industry has adversely affected P&G’s pricing and profitability. In response, P&G consolidated many of its brands marketing into the “Proud Sponsor of Moms” campaign – leveraging not only their scale, but a common communications platform and positioning. The campaign helps drive consumer preference for P&G brands in jumbo-retailers such as Wal-Mart and Target.
Coca-Cola. Untapped customer information resulted in Coca Cola elevating data and insight into individual customers as a key priority. In partnership with IBM Interactive, Coca Cola is leveraging its My Coke Rewards program to develop one-on-one experiences deepening the relationship with consumers, including its popular “Share a Coke” program that lets customers have their own name in Coke’s iconic script on their Coke cans and bottles.
Hilton Hotels. Self-cannibalization led Hilton into focusing its marketing investment on its parent and HHonors brand. The parent brand wanted to avoid having its 9 individual hotel brands compete for the same marketing dollars to  target the same customer. Hilton is now working more collaboratively  in a more consolidated messaging and contact strategy.
(via Taking Back the Customer Relationship | IBM Interactive)

ibmsocialbiz:

"Parent" brands systematize customer engagement

In consumer products, where many brands co-exist under one corporate umbrella, it’s especially critical for  marketing and technology to work together to influence customer experience across all brands and channels. Some examples:

Proctor & Gamble. Consolidation in the retail industry has adversely affected P&G’s pricing and profitability. In response, P&G consolidated many of its brands marketing into the “Proud Sponsor of Moms” campaign – leveraging not only their scale, but a common communications platform and positioning. The campaign helps drive consumer preference for P&G brands in jumbo-retailers such as Wal-Mart and Target.

Coca-Cola. Untapped customer information resulted in Coca Cola elevating data and insight into individual customers as a key priority. In partnership with IBM Interactive, Coca Cola is leveraging its My Coke Rewards program to develop one-on-one experiences deepening the relationship with consumers, including its popular “Share a Coke” program that lets customers have their own name in Coke’s iconic script on their Coke cans and bottles.

Hilton Hotels. Self-cannibalization led Hilton into focusing its marketing investment on its parent and HHonors brand. The parent brand wanted to avoid having its 9 individual hotel brands compete for the same marketing dollars to  target the same customer. Hilton is now working more collaboratively  in a more consolidated messaging and contact strategy.

(via Taking Back the Customer Relationship | IBM Interactive)






Intent marketing - marketing with a clear intention; it’s all about knowing your end goal rather than just creating or sending something for the sake of it.