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You probably hear a lot these days about targeting mobile consumers and how important tablets and mobile devices are becoming. The contention is that knowing where your prospect is when he or she is interacting with your content becomes more and more crucial as mobile devices – and mobile networks – grow. Seems sound, though I’d suggest you check your analytics before you devote resources to mobile users. Mobile is growing very quickly, but you’ll probably find that mobile traffic is still 10% or less of your audience, and an even smaller percentage of your conversions. Read the remainder of this entry »
Monday, I talked about the Convey API, a new offering from Converseon that earned DataWeek’s Innovator of the Year on Social Media. My point Monday was that the Convey API allows the people who need accurate sentiment analysis to pay for it, even though monitoring platforms are getting cheaper and cheaper and not offering that kind of accuracy. But that’s only half the story. To me, the bigger opportunity for accurate sentiment analysis is how it can be used for entirely new applications that go way beyond social media monitoring. Read the remainder of this entry »
Yesterday, in this very space, my friend Ruth Stevens made the case for “gating content”–placing your best stuff behind a registration or contact form so that you mine your Web visitors for those precious e-mail addresses and hand them off to your CRM system so they can be worked as “leads.” Ruth agrees that intelligent people can disagree on this one, so I am glad that she holds out the possibility that I might be intelligent, because I definitely disagree. Read the remainder of this entry »
One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. A territory-based sales rep may be trying to keep in touch with hundreds of contacts at a time, but struggles to find a steady supply of good-quality reasons to reach out, without being a pest. I recently ran across a particularly compelling solution to this problem: Personalized email that links to entertaining, but useful, videos. Read the remainder of this entry »
Image by National Library NZ on The Commons via Flickr
For years, technology providers have sold marketers on the notion of “one-to-one” marketing. “Just imagine,” they say, “being able to deliver the right message, to the right customer, at the right time to guarantee your message will get through.” And, for the most part, we bought it. Both figuratively, and more often than not, literally. Except that it has never worked. Oh, sure, we’re much better at delivering the right message to the right customer at the right time than at any time in history. But, in practice, most of the technologies, tools and toys we’ve have to play with haven’t helped us deliver on that promise.