Marketing Automation Mistakes — When It Goes Awry And Lessons Learned

I always remember being stumped by the question: How do you know what you don't know? When automation is used to run a brand's marketing efforts, there is always a temptation to take your eyes of the wheel that is driving those automated activities. The issue is finding the balance between efficiency and effectiveness. Marketing…

Now I Gotcha Marketing – The Poison Of The Single Opt-Out Option

I have long advocated that, core to one's digital marketing strategy, one must focus on two components: website (as a hub) email list (for communications) It's a very simple story. With the spiralling costs of social media (it's widely accepted that you now have to pay to play) and the changing nature of the media landscape (most…

How to Make Great Email Campaigns for a Luxury Brand?

If the email is the stalwart workhorse of digital marketing, it can be a tricky channel for a luxury brand. How to make great email campaigns that are effective, valuable and desirable in a luxurious manner? I am on the email list of a host of 'luxury' brands, including such brands as Harrods, Hermes, Chanel, Louis Vuitton, Fendi,…

Customer satisfaction – How to value and evaluate it?

In today's busy life where customers have a lot of choice, a heightened level of impatience and limited resources, it is ever more difficult for a brand to achieve consistent customer satisfaction and lasting loyalty, much less customer advocacy. Among the available tools, it is only normal that brand marketers wish to send customer satisfaction surveys to…

Influence marketing – Online influencers of brands revealed… What should brands be doing with their influencers?

Influence marketing remains a field still a little fuzzy for many leaders, but it continues to grow. As yet, it is a 'young' concept in that there is no standard for or even common understanding of influence. There are a number of tools -- more or less specialized -- that  are being used to help digital…

Tracey Follows – understanding future trends for long-term strategic planning (MDE153)

Minter Dialogue Episode #153 — This interview is with Tracey Follows, a professional futurist, specialising in brand, communications and media futures, running the Any Day Now agency. She has worked with Google, Telefonica and a host of tech start-ups, and is the regular FUTURES columnist for Marketing Magazine as well as being on the WIRED…