Archive for the ‘Data Cleaning, Profiling & Analysis’ Category

Online brand reputation management ‘is essential’

Posted: August 17th, 2010 by Marketscan comment-icon 0

Companies have been advised to make sure they protect their online brand reputation from negative exposure. Dr Omar Merlo, a university lecturer in marketing and strategy at Cambridge Judge Business School, said online reputation management chiefly deals with protecting brands against attacks via new media tools and dealing with a crisis as and when it happens. He explained that when negative brand exposure occurs, companies need to decide how they will respond. It is not often necessary to respond, but… Read more »

Business networking sites ‘can generate leads’

Posted: August 17th, 2010 by Marketscan comment-icon 0

An expert has advised companies that they can use business networking sites such as LinkedIn to generate leads and improve their sales. According to Brian Carroll, chief executive of InTouch and author of Lead Generation for the Complex Sale, LinkedIn allows firms to build effective and lasting relationships with prospects. Writing in Marketing Profs, he advised companies to craft eye-catching headlines that grab the attention of potential clients. "Your profile should be compelling – the headline will automatically be displayed… Read more »

DMA report reveals true value of direct mail

Posted: August 16th, 2010 by Marketscan comment-icon 0

A survey report from the Direct Marketing Association (DMA) reveals that direct marketing contributed substantially to company revenues in 2009. According to the DMA's first Value of DM report, UK companies spent £43.3 billion on direct marketing activities, while workers employed in the industry earned nearly £17 billion altogether. The report, which surveyed 412 companies, shows that direct mail contributed to more than a third of sales to the retail sector in 2009. Of the retail industry's £285 billion revenues,… Read more »

Firms ‘make great strides in cross-channel marketing’

Posted: August 16th, 2010 by Marketscan comment-icon 0

Marketers have made great strides in cross-channel marketing over the course of 2010, an industry expert has said. Karin von Abrams, senior analyst at eMarketer, pointed out that levels of expertise when it comes to multichannel marketing are growing all the time and agencies are becoming increasingly adept at integrating multiple platforms to drive online engagement. At the heart of the majority of cross-channel marketing campaigns lies the web, which Ms von Abrams said is "definitely taking on a central… Read more »

Website content ‘should be clear and searchable’

Posted: August 11th, 2010 by Marketscan comment-icon 0

Companies should make sure the content on their websites is as clear and user-friendly as possible, an expert has said. Shaun Ryan, chief executive of SLI Systems, warned firms that customers will leave a site – possibly never to return again – if they cannot locate what they are searching for within a few minutes. He explained on the Marketing Profs blog that by making a few relatively modest alterations to their site such as placing their site search box… Read more »

Small firms ‘have social media advantage’

Posted: August 10th, 2010 by Marketscan comment-icon 0

When it comes to creating a strong brand presence on social media, small businesses are at an advantage, an industry expert has said. Nicola Clarke, features editor at Marketing Magazine, explained that the advantage small brands have over larger companies is that they are not at risk of being faceless brands that seem out of touch with sales leads at the grass roots level. “What I think a lot of big brands are trying to achieve through social media is… Read more »

Marketers urged to adhere to ’90/10 rule’

Posted: August 9th, 2010 by Marketscan comment-icon 0

Firms incorporating social media into their multi-channel marketing strategy have been advised to abide by the 90/10 rule. According to Rachel Arthur, associate marketing editor for Worth Global Style Network, the 90/10 rule is defined as an approach whereby 90 per cent of the messages are social and fun and ten per cent actually push a product. Ms Arthur stressed that this approach, which places emphasis on conversation and building awareness, is the best way to target Generation Y (16… Read more »

Firms urged to take advantage of social media cross-channel marketing

Posted: August 9th, 2010 by Marketscan comment-icon 0

An expert has urged companies to exploit the full benefits that social media platforms such as Twitter have to offer. Nicola Clark, features editor at Marketing Magazine, maintained that many brands have failed to create a successful social media strategy on Twitter, having rushed to the platform with nothing to say. She explained that it is easy for people to forget the social media is really a personal marketing tool and an opportunity to cultivate an “authentic personality”. Ms Clark… Read more »

‘Educational approach wins sales leads’

Posted: August 5th, 2010 by Marketscan comment-icon 0

Marketers looking to generate leads and engage prospects should focus on campaign strategies that educate consumers, an expert has said. Jim Lenskold, founder and president of consultancy Lenskold Group, revealed that an educational marketing approach is particularly useful in the early stages of the customer purchase funnel to build awareness and interest and in the middle of the funnel to generate leads. This approach is also an effective way to nurture stalled leads and stimulate prospects that are not yet… Read more »

Marketers urged to track online brand conversations

Posted: July 28th, 2010 by Marketscan comment-icon 0

Marketers have been advised to track online conversations in order to protect their brand image and gain crucial consumer data. Alex Lustberg, vice-president of professional services at customer intelligence Overtone, said effective listening and insights analysis not only allows companies to track the volume, but also the meaning of online conversations across a series of consumer interaction channels. Writing in Marketing Profs, he explained that one of the most common techniques of understanding customer conversations is to track the presence… Read more »

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