It appears that the worst fears of the ePrivacy Directive have been averted.
It appears that the worst fears of the ePrivacy Directive have been averted.
Data has always been one of the fundamentals to effective marketing, but senior marketers feel overwhelmed by data and that it is negatively impacting their creativity.
There is no doubt that Account Based Marketing is very much ‘in’ when it comes to driving business-to-business marketing. Much has been written about the various techniques one should use in terms of building databases to facilitate effective Account Based Marketing campaigns.
If not, they should be. Ensuring brand consistency across all channels is vital for brand engagement, campaign success and bottom line growth.
Following the EU referendum results on Friday, the aftermath has evidently brought many changes to England as we know it. But why?
Recent studies show that, once again, email is considered to be the most effective digital marketing tactic amongst marketing professionals.
With the digital revolution still in full swing, it’s easy to overlook traditional marketing channels in your marketing strategy. However, as we become bombarded by digital and online content, print is creating more engagement with prospects who favour the tangible and personal nature of print marketing.
Global IT spending has risen almost every year since 2005 and It is projected to rise further in 2016, according to a recent study by Statista.
Full colour digital print and direct mail are a perfect partnership for multi-channel marketing campaigns, and are particularly effective for personalised self-mailers. Why use self-mailer?
Do you run multi-channel lead generation marketing campaigns to utilize your valuable data? Chances are that if you don’t, your competitors will. Most effective data spans multiple sources such as email, social, postal or telephone contact information, giving you a great resource to reach out to your target audiences using the right channels at the right time.
As B2B marketing continues to evolve and develop, B2B marketers are becoming more focused on Account Based Marketing. So what is Account Based Marketing and why is it so special? How does it differ from traditional B2B demand generation?
Since the introduction of email marketing, there has been much scepticism over how reliable email marketing metrics are.
“It's a generally accepted metric in the email marketing world that email open rate reporting can be off from anywhere from 11% to 35%.”
In a recent survey, over 90% of B2B Marketers recognize the value of ABM, however only 20% of marketers have a fully implemented ABM focused approach.
So the powers that be have agreed on a text for the EU Data Protection Regulation, so what are the implications for B2B marketers?
Many of our clients use a number of channels to effectively market their business. Whilst print marketing and direct mail hold a firm footing on the marketing landscape, content, paid search and other online channels continue to dominate spend and effectiveness as a measurable marketing resource to marketing professionals.
There is much written about content marketing and providing segmented content to different audiences. The use of Personalised URLs helps facilitate this, by delivering personalised and specific content to each landing page visitor. This all sounds great, but how do you segment your data?
Personalisation is not about mail-merging. It's about understanding your customer well enough to be able to adapt your message to what he or she wants, and to use that knowledge as a platform for increasing customer loyalty, satisfaction and spend.
If we take a look back at festive shopper behaviour trends for 2014, marketing communication, personalisation and engagement throughout both the shopping phase and buying phase are key for increased sales.
Here at Pro-Active, we live and breathe all things marketing. From postal print campaigns to global digital PURLs. Our dynamic team of data experts, digital marketing consultants, design and IT gurus enable us to create, deliver and engage across multiple touchpoints.
Planning your next marketing campaign? It’s a well known fact that things work well in pairs to complement each other; Gin and Tonic, Yin and Yang, bacon and eggs, Chaz and Dave, and last but not least, direct mail and email marketing.
Target Account planning is a methodology that is used by many Tech businesses, and why not? It works!
No one can deny that the use of free Ad Blockers such as Ad Block Plus and U Block Origin are gaining momentum. The increase, particularly by millennials is astonishing with increases from just over 20 million users to 198 million last year.
A key question to ask before creating any marketing campaign is which marketing channel offers the best levels of engagement with your target audience?
Personalisation isn’t just about greeting prospects or customers by their name – it’s about delivering relevant content based upon their interest areas, needs or their position in a buying cycle.
With a limited attention span and no loyalty, the “New Consumer” has the choice to consume whatever they want, when they want to via whichever means. If this is the case, then brands need to focus their strategy on how to really connect and engage with the “new consumer”.
How many times do you as a potential customer click on a Google Ad only to be taken to a generic landing page or website? How relevant is that landing page to your original search?
B2B organisations are investing in marketing technology at an accelerating rate. In fact, IDC predicts that CMOs will drive up to $32.3B in marketing technology spend by 2018. This phenomenal growth has big implications for B2B marketers in relation to their data.
Staggering statistics & a very real problem for today’s marketer. Competing for space in the overcrowded digital space means that your content needs to be highly engaging and tailored to your specific audience.
We have long championed the use of personalisation in direct mail, print, email marketing and of course websites and landing pages.
As of 6th April, the law on nuisance calls and texts has changed.
For the old legislation to be applied, one would have to prove “substantial damage or substantial distress” from nuisance calls, which let’s face it, is very subjective.
This is something that we have heard before and it is one of the most common objections to using PURL Technology in marketing campaigns.
#1 Subject Lines
Possibly the most important aspect of your email campaign is a powerful subject line or title. Is it engaging? Is it clear? Does it sound interesting? Is it beneficial or appealing to the reader?
As business leaders are put under increased pressure to be more innovative, targeted and adaptable to changing customer demands; customer centric marketing approaches will require intelligent data in order to target the right people at the right time of their decision making process.
Moving into 2015, digital marketing and content are high priorities for marketers and business owners alike, as increased use of online channels allows businesses to target wider audiences across the global market place. One of the main challenges facing marketers is personalizing their marketing efforts and engaging wide audiences. Whilst digital channels offer good exposure to target markets and promote brand awareness, they lack the ability to communicate on a one-to-one basis.
In my recent blogs, I have been looking at how the new EU data legislation might impact on how you might use your marketing database. There is enough noise about what might happen and when, but what should you be doing about it?
It is looking likely that the EU Data Protection Legislation will come into effect at some point in 2015. The basic principle of the legislation is that everyone in the EU will have the right to the protection of personal data.
Each year January sees a plethora of predictions for the coming year. Some of these turn out to be accurate, others not.
But as marketers, we need to look forward for not wanting to miss out on opportunities that arise. So we have thrown our hat in the ring and made three predictions for the coming year.
Some 41 per cent of online ad impressions are not reaching their intended audience across Europe’s four biggest online ad markets - UK, Germany, France and Italy, according to Nielsen.
Cable Congress 2015 (run by Informa), is the flagship event of the European Cable industry. In an effort to build on the previous year’s audience, Informa wanted to deliver personalised and segmented content, to email and postal recipients, in an effort to improve engagement and ROI, whilst delivering a unique web experience to customers and prospects.
LRB is an international fortnightly publication covering politics, culture and the arts. They were looking at new techniques to enhance and improve their subscriptions marketing.
A 300-page document pertaining to European data protection has been leaked by activists. Privacy International, Panoptykon Foundation, Access and European Digital Rights released the document and said “Some of the council’s proposals gut data protection of all meaning”.
There is much noise about the forthcoming EU Data Protection Directive and how this will impact on our ability to use customer and prospect data, especially when it comes to conducting Email Marketing, Direct Mail and Telemarketing campaigns.
There is a lot of discussion amongst marketers and digital marketing professionals. On the one hand, we have a tried-and-tested channel and on the other we have the new kid on the block who has revolutionised the way we interact with brands. Don’t forget that email marketing used to be the new kid on the block that revolutionised the way we communicate.
It is looking likely that the EU Data Protection Legislation will come into effect at some point in 2015. The basic principle of the legislation is that everyone in the EU will have the right to the protection of personal data. Whilst I am sure that everyone would agree with the principle, the measures and controls will have an impact on how we use data in providing personalised web content and in particular the use of PURLs.
A subject that is being analysed more & more in a bid to reduce DM costs but increase visits to a PURL page. There is definitely a change in the way your prospects are engaging & moving up the sales funnel.