Tag Archives: Success


How Leveraging Mobile Matters to Marketers

Date Posted: March 19, 2015 by


In light of the release of the Apple Watch, it is imperative to recognize the momentum and merit of digital technology. Whether it be wearable tech or the GPS programmed into your

Recently, Google worked with Ipsos and Sterling Brands to measure the influence of mobile technology on consumer shopping behavior and expectations. This research revealed that 71% of consumers cited the increasing importance of their smartphones to their in-store experience.

Perhaps one of the more prominent pieces of information drawn from this study (and one that we as marketers should draw from) is that the consumer experience begins well before the act of in-store shopping. In fact, 87% of shoppers look for information before going into any store. Whether to compare prices, diversity of goods, or user ratings of product value, consumers increasingly look toward their mobile devices to sway their decision of where, when, and how to shop.

The value in this information lies in the knowledge that consumers will avoid stores that lack searchable information on location and stock availability. Indeed, data shows that 3 in 4 shoppers who find local information via search results are more likely to visit stores.

But the necessity of mobile-compatible search and utility isn’t exclusive to the pre-shopping process. Consumption of online information also occurs during a shopper’s in-store visit, as well as afterwards. Whether for retail, technology, food or healthcare shoppers, the availability and accessibility of shopping information is evermore essential to the shopping—and marketing—landscape.

At the end of the day, mobile more than matters: it has become a lifeline between the consumer and the brand. As eMarketer predicted, smartphone usage worldwide would have grown 25% in 2014, with the number of smartphone owners totaling more than 1.76 billion by the end of last year. The merit of this is immense; shoppers today carry a communication channel in their pocket and are equipped with amounts of information unlike ever before. If we, as marketers, want to continue to enliven our brands in this digital age, we must embrace and optimize mobile utility for brands and respective consumers.

6 Fundamental Tips for Marketing Success

Date Posted: February 26, 2015 by


untitledAs Vince Lombardi once said, “The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” I think marketing professionals, if dedicated to winning, must apply these principles to their work. Here are some other fundamental tips that can help guarantee success in today’s competitive marketing arena.

Be on the Right Side:

Be on the right side of big data. With digital media, today’s marketers have an opportunity to forge one-on-one relationships with consumers that generate a limitless supply of consumer data points. To uncover valuable insights into your customers’ behavior, prepare to mine this information and adapt your marketing strategy accordingly. For example, consider using your social media metrics to discover new niche audiences by grouping people based on behaviors and interests rather than traditional demographics.

Be Aggressive: 

Be aggressive and drive conversions, not vanity metrics. Campaign impressions, likes, and followers are great, but lead conversions are paramount in today’s competitive marketing environment. You can define conversions as the number of people who filled out a contact form, made a purchase, clicked on an email link, or signed a petition — whatever action accomplishes your overall goal, says Sara Helmy, CEO of Tribu. “Conversion rate is by far the biggest indicator of whether or not our efforts, as a marketing agency, are successful,” said Helmy.

Be Tough: 

Have tough conversations with your marketing partners now rather than later. For example, does your advertising agency add value to your bottom line? Long-term marketing success depends on having the right conversations with your agency at the right time. Have you established key performance indicators and success benchmarks? Try to develop SMART goals for your relationship. SMART stands for Specific, Measurable, Attainable, Realistic, and Time-based. Accountability is critical for all the players in your marketing efforts, including your advertising agency. 

Stay Agile: 

Fluidity is a game changer. Gone are the days of duplicating the same media plan quarter after quarter. Instead, conduct smaller, incremental tests that allow for adjustments. Your marketing plan should continually evolve in response to a constant influx of data. Data and analytics allow for these types of definitive metrics today.

Have the Right Game Plan: 

Have the right game plan as it pertains to technology. In today’s digital environment, it is imperative that marketers understand technology and how to apply it to marketing programs. Make sure your team stays apprised of the constant technological advancements in marketing and understands how to leverage it to your company’s advantage.

Don’t be Afraid to call an Audible:

Embrace change; for example consider Omni-Channel Marketing: The term “omni-channel” describes a significant paradigmatic shift: Marketers now need to provide a seamless experience, regardless of channel or device. So what does the omni-channel experience actually look like? In the words of John Bowden, senior vice president of customer care at Time Warner Cable: “Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!” 

Vince Lombardi also said, “Success is like anything worthwhile. It has a price. You have to pay the price to win and you have to pay the price to get to the point where success is possible.” Which is good to keep in mind, whether you’re building a brand or building a team.

the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” I think marketing professionals, if dedicated to winning, must apply these principles to their work. Here are some other fundamental tips that can help guarantee success in today’s competitive marketing arena.

Be on the Right Side:

Be on the right side of big data. With digital media, today’s marketers have an opportunity to forge one-on-one relationships with consumers that generate a limitless supply of consumer data points. To uncover valuable insights into your customers’ behavior, prepare to mine this information and adapt your marketing strategy accordingly. For example, consider using your social media metrics to discover new niche audiences by grouping people based on behaviors and interests rather than traditional demographics.

Be Aggressive: 

Be aggressive and drive conversions, not vanity metrics. Campaign impressions, likes, and followers are great, but lead conversions are paramount in today’s competitive marketing environment. You can define conversions as the number of people who filled out a contact form, made a purchase, clicked on an email link, or signed a petition — whatever action accomplishes your overall goal, says Sara Helmy, CEO of Tribu. “Conversion rate is by far the biggest indicator of whether or not our efforts, as a marketing agency, are successful,” said Helmy.

Be Tough: 

Have tough conversations with your marketing partners now rather than later. For example, does your advertising agency add value to your bottom line? Long-term marketing success depends on having the right conversations with your agency at the right time. Have you established key performance indicators and success benchmarks? Try to develop SMART goals for your relationship. SMART stands for Specific, Measurable, Attainable, Realistic, and Time-based. Accountability is critical for all the players in your marketing efforts, including your advertising agency. 

Stay Agile: 

Fluidity is a game changer. Gone are the days of duplicating the same media plan quarter after quarter. Instead, conduct smaller, incremental tests that allow for adjustments. Your marketing plan should continually evolve in response to a constant influx of data. Data and analytics allow for these types of definitive metrics today.

Have the Right Game Plan: 

Have the right game plan as it pertains to technology. In today’s digital environment, it is imperative that marketers understand technology and how to apply it to marketing programs. Make sure your team stays apprised of the constant technological advancements in marketing and understands how to leverage it to your company’s advantage.

Don’t be Afraid to call an Audible:

Embrace change; for example consider Omni-Channel Marketing: The term “omni-channel” describes a significant paradigmatic shift: Marketers now need to provide a seamless experience, regardless of channel or device. So what does the omni-channel experience actually look like? In the words of John Bowden, senior vice president of customer care at Time Warner Cable: “Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!” 

Vince Lombardi also said, “Success is like anything worthwhile. It has a price. You have to pay the price to win and you have to pay the price to get to the point where success is possible.” Which is good to keep in mind, whether you’re building a brand or building a team.