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Is Touchpoint Marketing the Only Marketing Left?


Obviously, content deserves the proper focus since it serves both business and – prospective – customer goals, across all touchpoints, channels and stages in the customer life cycle. It’s in aligning both and mapping mutual purpose that touchpoints occur and the basis for a relationship, potentially leading to tangible value, is laid. Touchpoints matter more than content.

How the Internet of Things is Creating a Proliferation of Consumer Touchpoints

It's All About Revenue

What’s happening is that this technology is enabling a proliferation of touchpoints, or points at which a consumer interacts with a product, service, or brand. Collectively these emerging touchpoints are redefining brands’ ability to interact with consumers, and consumers’ ability to interact with brands. Understanding Touchpoint Proliferation.

Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]

CMO Essentials

This is the first in a series of three articles on a timely topic as marketers tackle synchronizing content and channels. Both Gartner and Forrester predict that by 2020, more than 80% of the buying process will occur without any direct human-to-human interaction. Content needs context, and that context is the customer’s buying journey. Connection. Conversation. Consideration.

[Slide Deck] True Life: I’m Addicted to Amazon (A Customer Retention Story)

Modern B2B Marketing

However, taking these steps towards building a customer culture in your company can make a big impact on your customer retention and grow your loyalty base: Step 1: Develop a Process. Step 2: Frame Every Interaction as an Opportunity. Seize every interaction with your customers as an opportunity to make them happy. Author: Kristen Kaighn I have a confession. Be prompt.

Top 10 Recommendations to Revitalize Your B2B Marketing


You can only trace the customer’s interaction with your brand along that one path of receiving, opening and acting upon email stimulus. In an integrated marketing approach, we need to look beyond email to examine multiple channels, including social, where our customers are spending time. Consider niche channels where your target buyer spends time. The Customer Journey. Mobile.

Do You Know Why Integrated Marketing is So Remarkable?


It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. Boundless : Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels. People shop and make decisions through multiple touchpoints. Altimeter ).

5 Ways to Build Trust When Mixing Social and Marketing

WindMill Networking

Be Consistent — The brand promise should remain constant across all channels. Create a collaborative environment so insights are freely shared across all touchpoints. Does it have personal relevance, for example, is it a reminder about loyalty program rewards that haven’t yet been redeemed? Some call this new era the Relationship era.  Trust is an asset that must be earned.

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Increase Wallet Share by Engaging Your Customers

B2B Marketing Traction

Increase your customer touchpoints (making each touchpoint a positive experience). Interact with them on social media as well as through traditional marketing channels. Increase your “Share of Wallet” through Customer Experience Management and “Trusted Relationships” by Rick Graves, CoreBrand, Interactive Intelligence blog.

B2B CRM / Branding Model

B2B Marketing Confidential

This relates to a previous post on CRM. I was thinking about how you build an interaction model between the firm and its customers if those customers are businesses. I was also thinking about the function of "branding"--creating consistent communications across all customer touchpoints. Basically the framework divides up the CRM value chain into four parts. View my complete profile

The Design of Buyer Experience

Tony Zambito

These monumental shifts occurring are calling for organizations to think differently and to design buyer experiences that create long-term buyer retention and buyer loyalty.     Buyer Interaction Modeling : For every stage in the buyer’s journey, interactions that correlate to a buyer’s journey lead to successful buyer experience design. 

Ever-Changing Rules: New Era Challenges For CMOs

Fearless Competitor

Also critical is a complete customer interaction history, plus supplemental data to indicate future behavior. Delving into third party data attributes, demographic and psychographic data has allowed companies to drastically improve their view, treatments and interactions. Once the segmentation is complete, the goal is primarily to use this data and information to improve interactions: replacing the same message sent to all customers with tailored direct mail, e-mails, phone scripts, etc., to the different segments. Lead Generation Companies | New Challenges for CMOs.

The Seven Phases of the Buyer Experience Journey

Tony Zambito

B2B complexity has a robust chemistry of sales, content marketing, partners, and channels that all provide various touchpoints in the assessment phase.    Insight gathering respective to the buyer’s practices and processes for renewal consideration can yield establishing buyer experience strategies aimed at customer retention and customer loyalty. Research. Assess.

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March Madness: Why Brackets Are Powerful Marketing Content


It’s safe to say that any type of engaging, interactive experience available around popular events only excites audiences even more. . Matt Beardmore from  Psychology Today  cites other powerful factors like social interaction, competition, and entertainment/ escapism, which are kind of undeniable given the popularity of non-sports brackets that have surfaced over the  past few years. .