Although COVID-19 undeniably disrupted the tourism industry, many U.S.-based destinations brought in a good number of visitors last year. Even in the midst of a pandemic—and likely at least in part due to the pandemic—we saw that people craved a change of scenery in 2020.
Read More »3 insurance marketing strategies to boost policy acquisition
The pandemic has caused significant P&C losses estimated at $100 billion, so for insurance marketing, the need to acquire new policy holders is a top priority.
Read More »The missing links to an enterprise-ready CDP
2020 has been the year of the customer data platform (CDP), and it’s easy to see why.
Read More »The missing links to an enterprise-ready CDP
2020 has been the year of the customer data platform (CDP), and it’s easy to see why.
Read More »What marketers can learn from direct-to-consumer brands during COVID
The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…
Read More »What marketers can learn from direct-to-consumer brands during COVID
The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…
Read More »The 4 ingredients you need to move from mass communication to mass personalization
Brands want customer relationships that drive performance. It’s a simple statement, yet the pressure on the C-suite to drive growth is palpable, especially in times of disruption and uncertainty.
Read More »The 4 ingredients you need to move from mass communication to mass personalization
Brands want customer relationships that drive performance. It’s a simple statement, yet the pressure on the C-suite to drive growth is palpable, especially in times of disruption and uncertainty.
Read More »Conversational AI and the customer journey
When introducing the concept of artificial intelligence (AI) to clients, I often start with a few basic questions:
Read More »The case for bringing balance back to the marketing ecosystem
Consumers want it free. They want it now. They want it to be relevant. They want it personalized.
Read More »Building omnichannel loyalty in an increasingly contactless retail world
The unexpected hit of COVID-19 has jolted the retail world into a need for transformation. In March, when stores were suddenly shuttered, retailers had to quickly pivot their omnichannel approach, from evaluating brick and mortar to creating contactless customer experiences.
Read More »DMOs, COVID-19 offers an opportunity to evolve: Level up to ‘destination management’
A few destinations are beginning to reopen—and just in time, as it’s currently National Travel & Tourism Week.
Read More »Develop customer trust with meaningful virtual engagement—especially in a down cycle
Hard-hit retailers are considering the best ways to pivot during this turbulent time. Many traditional specialty and event-based marketing communications have been muted, redirected or downright cancelled. CMOs are erring on the side of caution with reduced promotional activity to avoid inadvertently appearing tone-deaf or insensitively lighthearted.
Read More »Effective digital messaging strategies for restaurants during uncertain times
In order to flatten the curve of COVID-19, restaurants have been ordered to close their doors to customers. While we hope businesses will reopen safely in due time, we’re left to navigate these unchartered waters.
Read More »The power of data: uniting spend and donating behavior to understand customers
Several marketers are still operating under data silos. While data sets are being compiled to enhance the transactional power with the goal of wanting to achieve a 360-degree consumer view, they often don’t offer the full 'data picture' to understand the whole consumer.
Read More »See that ad following you around the internet? Don’t be that brand.
You mention to your spouse that you need to pick up a new dog bed, and suddenly you start seeing ads for dog beds in your social feeds. Is your phone or smart home assistant listening? Maybe.
Read More »The connected, personalized retail experience: eTail West recap
Last week I had the opportunity to attend eTail West where over a thousand retail-focused marketers gathered to learn about what’s disrupting the industry and discuss a number of key topics, some of which include measurement, how to rebrand your loyalty program, marketing automation, the role of data, best practices for the design of retail, the importance of creating a personalized experience for each consumer…
Read More »Identity: How moments become meaningful customer experiences
In today’s hyper-connected digital age, consumers are in the driver’s seat. Armed with multiple devices and channels to engage with brands, consumers are conditioned to get the information, products and services they want—instantly and from anywhere. To win them, brands must be prepared to engage at critical decision points along their path to purchase.
Read More »Third-party data isn’t dead
There’s a myth in the marketplace of how “third-party data is dead,” especially given the significant changes in policies, privacy and compliance requirements. Some brands think third-party data leads to cost inefficiencies, but typically, these brands are leveraging data from an unknown, non-validated source resulting in poor data quality.
Read More »Should DTC companies invest in branding? 7 marketers weigh in
Direct-to-consumer (DTC) brands are known for killing it with performance marketing. They’ve grown up online, and they know how to move customers through the funnel with precision.
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