All posts tagged Marketing Effectiveness

Targeting Mobile Users with Effective Usability Design

by JFung on January 25, 2012 in Mobile Marketing with No comments
intuitive

The growing customer base in the mobile market is continuing to pressure marketers to improve their mobile experiences by allowing users to access information using more effective mobile interfaces.

Mobile users have become accustomed to using their mobile phones to accomplish simple and increasingly more complex tasks and are looking for even more efficient ways of doing so. This means that companies that want to stay ahead-of-the-curve in the mobile environment have to build increasingly more “intuitive” mobile interfaces in order to achieve the right response and action from a growing consumer base that uses Blackberries, iPhones and Androids to navigate through applications, web sites and other information portals on the web.

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Improving the User Experience with a Strong Branding Strategy

by JFung on January 18, 2012 in Branding, Mobile Marketing with No comments
UX

If you are wondering why your web site or your mobile campaign is not converting as well as you thought it would, perhaps you have missed the mark on combining a positive customer experience with an effective branding strategy.

An effective user experience is a critical component of any business. To deliver value to web users, it has become essential to represent our products, brands, information and services in a increasingly “intuitive” way. Designing intuitive interfaces on web sites, mobile devises and other information portals means organizing content in such a way as to allow users to navigate through a well designed interface that works to get customers to the exact information they need. Companies that achieve this spend time devising the kind of campaigns that help them better understand their prospects’ basic needs and motivations. This way, marketing can identify these needs and create the kind of content that is easily available through an effective interface that reflects buyer needs at each sales cycle stage.

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5 Criteria for Developing an Effective Content Roadmap

by JFung on January 17, 2012 in B2B Best Practices, Content Marketing, Marketing Automation with No comments
contentroadmap

1. Execution

Content marketing champions often get stuck at the planning stages: What type of content are we going to disseminate? What should we do with the content after it has been created? How is the content going to be defined in terms of the solutions it will provide for our prospects? What channels should be used for distribution; and finally, do we offer publications for free or charge prospects for access?

For a properly executed content roadmap, strategic content marketers have to evaluate each step of the sales cycle as well as the buying behavior of prospects in order to ensure that publications are delivered and contain authoritative information. The worst thing that can be done is when content champions leave things to chance or “understanding” hoping that consumers will “get” what actions they need to take.

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The “Contact Washing Machine”: The Effort to Combat Bad Data

by JFung on January 13, 2012 in B2B Best Practices, Marketing Automation with No comments
contactwashingmachine

Food for thought:

- It takes $1 to verify a record when it is in your database
- It takes $10 to cleanse that record for accuracy, and;
- It can cost you up to $100 if you neglect to take the necessary steps to ensure that your contact information is accurate.

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5 Ways to Effectively Manage Leads

by JFung on January 12, 2012 in B2B Best Practices, Lead Scoring, Marketing Automation with No comments
manageleads

1. Respond to Leads According to where they are in the Sales Process

Lead scoring is essential to the lead management process. The better understanding we have of the nature of a lead in terms of how sales-ready it is or how ‘hot’ it may be, the better does our decision-making process become. When we know that a lead hasn’t met a particular set of criteria, we know that it is still ‘warm’ and needs more marketing-related activities in order to be ready to be passed off to sales. Leads are very delicate when it comes to engagement, and sophisticated marketers know and value this most. Brash or out of turn action can cause negative effects in the short- and long-term. It is important to respect each lead in the buying cycle and respond accordingly.

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