Five tips to better automated lead interactions By Lisa Arthur, Chief Marketing Officer, Aprimo
Today’s savvy marketers are combining offline and online real-time behaviour information to produce a customer profile that is higher in accuracy.
This, in turn, leads to greater precision marketing communications and new approaches to implementing and measuring the campaigns that present these personalised messages to the contacts. The new approaches mean marketers are replacing transaction-based direct marketing campaigns, for example volume email blast, with interactive ones that are more conversational and ongoing.
Most of the communications between the contact and the B2B marketer occur online, which is ideally suited for automated lead interactions as it supports the flow of information and it is highly automated.
Here are some interactive best practices marketers should know if they intend to use conversational campaign, marketing’s richer, more mutually rewarding interactions, to engage with customers.
‘How do I manage my online marketing system?’ is a question constantly asked by businesses. The internet has been an increasingly popular way to market to existing and potential customers for over a decade now. However, many still find online marketing ineffective because they don’t know how to integrate the different activities.
Financial accountability is becoming more and more important for organisations and has come under scrutiny in the past decade particularly. The US introduction of the Sarbanes-Oxley Act (SOX) imposed various standards and this was followed in 2004 in Australia with the Corporate Law Economic Reform Program (CLERP).
These regulations demand of organisations stricter procedures for financial reporting, raising the bar on financial accountability across all areas of the organisation to insure they remain in compliance. However, marketing departments in particular can struggle with proving accountability.
How to generate quality content for your marketing campaign
Research shows that buyers these days are researching solutions online long before they contact a company. This means there is a demand for accessible, reliable content and opens up an opportunity for retailers to attract buyers to your site for both research and purchase – an ideal combination.
To achieve this, retail marketers need to make informative content available during the research process so that buyers begin to associate that brand with the ability to fulfil their need. But generating a high quantity of content and managing it efficiently is daunting if you don’t know how!
There are a number of emerging trends in digital retailing that will be a major focus for fashion brands and retailers over the coming years.
These trends are being driven by new technologies and new ways of using the Internet to research, find and buy fashion. They include new ways to deliver deals and discounts, a focus on urgency to get consumers to buy, the rise of private sales clubs, social shopping, extreme customer service, multi-channel retailing and the mobile internet.