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| | CUSTOMER EXPERIENCE MATRIX
FEBRUARY 2, 2010 Can Old Database Marketers Learn Digital Tricks?
Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. What’s less obvious is that the skills and attitudes that have served database marketers well for the past twenty or more years – an entire career for many – don’t transfer to the digital world.
| | B2B MARKETING UNPLUGGED
JULY 31, 2010 Porcupines Part III: Nobody Puts Bunny in a Corner
Still on about the porcupine and examining how marketers can turn perfectly lovely people (bunnies) into angry, demanding, rude monsters that our customer service people have to shoot. Marketers, though we would never, ever admit it, approach things more like trappers. Content marketing is not new but now that it has a spiffy name like database marketing we’re all about it. Educating your market about your area of expertise is a great way to stake out a leadership position. That’s not marketing, that’s a drive-by. And it’s not a bad thing.
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| | FIFTH GEAR ANALYTICS
OCTOBER 7, 2010 Is Multichannel Marketing Really “Dual-Channel” Marketing?
With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. There are three critical components in any multichannel marketing campaign: Coordinating and managing multiple marketing channels. What are the barriers to real multichannel marketing?
| | INSIGHTIQ BLOG
NOVEMBER 17, 2010 Online Analytics in Action: Footprints in the dark
Continue Reading Marketing for 2011: Five Critical Considerations for Success Dec 27 2010 As we close out the year and jump into 2011, I find myself looking back at the year to figure out how effective our marketing was and which marketing trends will serve us well next year. As marketers, we devote a significant portion of our budgets to event marketing.
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