If you’re measuring pageviews, unique visitors, email-newsletter open rates, number of Twitter followers, or Facebook likes, you’re looking at the wrong metrics. Here are the four most important metrics you can follow.
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It’s no secret that traditional forms of marketing like direct mail, print and broadcast are becoming less effective. They’re like outdated classrooms with an old blackboard and broken pieces of chalk lying about. Sure, you can still draw on the board and get your message across to the class, but is it the best way? Experts from Williams Sonoma and SAS talk about how marketing has changed and where to go from here.
With more than 5 billion people calling, texting, tweeting and browsing on mobile phones worldwide, marketers are scrambling to capture and capitalize on all that data. Eric Williams, formerly of Catalina Marketing, has six tips to help you on your way.
But what will the new model look like? A new report from the Economist Intelligence Unit points to a broader role for Chief Marketing Officers, the rising importance of the voice of the customer and new layers of complexity fuelled by digital marketing.
The Chief Marketing Officer’s increasingly fragmented responsibilities are making it harder for them to take ownership of the “voice of the customer” across the organization. Find out more in this new report from the Economist Intelligence Unit.
If you’re in B2B marketing, here’s something you need to know: 70% of customers’ research is done BEFORE talking to a vendor. Want your company to be the one they call? Then start creating and sharing content that attracts, informs and inspires customers. Scott Vaughan, CMO of UBM TechWeb tells you how.
Is your marketing team a silo in your organization? Customer analytics data has paved the way for marketers at IKEA and British Airways to closely align with the rest of the business — and shape company strategy.
The new EIU survey uncovered disturbing gaps in perception about marketing. What do CMOs have to do to close the gap? Connect customer insights to innovative business strategy across all channels and functions.