Coming explosion in mobile payments equals opportunities for marketers

According to eMarketer, people are going to whip out their phones instead of their wallets more and more over the next few years. With triple-digit-percent increases projected every year between now and 2016, this has the makings of a sea change in customer behavior. Here are three points to act on so you’ll be ready for the mobile explosion: People who pay with mobile will expect transactional communications to follow…

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Social Moving to ROI Justification Next

Industry news was abuzz with talk of Chatter, a Salesforce.com integration promoted heavily at the company’s annual Dreamforce conference this week. Chatter is a social tool, and is just one example of the extent of social integration throughout the Salesforce.com product suite. It’s no surprise that Salesforce.com is leading the charge into social integration. B2B was a logical fit for social media, and has done a fair amount of work…

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Word of Mouth Drives Local Business

eMarketer published a short article today titled, “Word-of-Mouth Drives Local Consumers in Canada“. And it’s true – the graph is a nice visual but marketers have known about the power of social media for a long time, and it’s doubly true on a local level. (Need I mention it’s not limited to Canada?) The author suggested that since WOM drives local traffic, SMBs should invest in social media. And then…

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Good News for Analytics Teams

Most companies see SAS and similar skills as part of the IT department, and so some of the most critical marketing tasks – understanding customers based on analysis of data – are relegated to a cost center and understaffed. A new report from eMarketer (“Big Data Has Arrived, but Executives See a Monetization Lag“, August 22, 2012)  signals a change in attitude that enterprise analytics teams would do well to…

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Sign up for Text Messages from Pottery Barn Kids

Just when I had nearly given up on SMS marketing, here’s an invite from Pottery Barn Kids to join their program. It’s especially interesting because PBK targets the ever-popular and ever-busy mom demographic. Of course I signed up. I did it online just to see what extras they’d ask me to provide, and of course they asked for full name, email and zip as well. No surprise there – and…

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Does Klout work for CRM?

Those of us working on the direct marketing side of CRM love our data. So whenever we find a new snip of data, we try to find ways to use it to add color to our analyses. Klout is especially tempting since it speaks to that whole social CRM thing which we’re all buzzing about but which no one has quite figured out. Yesterday, Esteban Kolsky of destinationCRM.com called Klout…

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Smart triggered marketing

Kevin Hillstrom over at Mine that Data blog often has great suggestions for marketers. While he focuses on catalogers, his posts are often relevant to a broader audience. That’s the case with his post “Triggers: Website Visits“. His suggested analysis is spot-on for any site that sells product or services with a reasonably short purchase cycle, and can be adjusted for longer purchase cycles or for sites that focus on…

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Turning customer complaints into marketing opportunities

“If something doesn’t go quite right with a customer transaction, use it as an opportunity to show what you are really made of.” We tend to think of Social CRM as either influencer or data marketing. In truth, the quote above (along with Chris Griffiths “Globe and Mail” article that LoyaltyOne kindly tweeted earlier today) is a good reminder of how much more we can be doing with social CRM.…

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Are Foursquare’s “local updates” a smart move for local businesses?

Foursquare is rolling out “local updates” to it’s service. These allow businesses to more proactively offer deals on the service. But is it a smart idea for local businesses? This is a long-standing debate about which customer segments should receive the best deals. Do you reward your best customers with a deal? Or by doing that are you giving up revenue, since your loyal customers would have spent with you…

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Ads creeping into mobile messaging

MediaPost announced today that Mogreet is putting video ads into MMS messages. This is a fascinating development, because people have been slow to accept advertising in mobile. In fact, mobile experts have debated for years whether text messages should be used for advertising at all, claiming that people see their mobile device as too personal and that advertising through text messaging would be intrusive. If cultural norms around mobile are…

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