2017 Email Marketing Industry Report: What's Driving Today's Marketers?

| November 21, 2017

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Today’s marketers have to navigate an ever-changing landscape of channels, trends, and strategies to be successful – and email marketing is at the center of it all. Here are the top takeaways from the 2017 State of Email Marketing Report.

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Marketing Science Institute

Founded in 1961, the Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between academic marketing theory and business practice.

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Travel Industry Trends in 2020: New Media, Personalization, and Convenience

Article | July 30, 2020

Content in the travel industry continues to evolve as customer behaviour changes and brands attempt to adapt. Consumers are demanding new and exciting forms of content, shared with them across multiple channels. Not to mention they want this content to be tailored specifically to them. These shifts in behaviour, coupled with renewed optimism about the industry have given rise to a host of new trends in the travel and tourism sector. Roughly 74% of travel consumers are eagerly anticipating frequent travel again, and for brands hoping to stand out from the competition and get their content in front of eager travellers, these are the trends they need to know.

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Intelligent proliferation: Using AI effectively

Article | February 1, 2021

AI is everywhere. In ecommerce and digital marketing in particular, it’s likely you’re using AI to support your activities, whether you’re aware of it or not. In most cases, AI supported practices are a great benefit to the business. They enable improved efficiency, a reduced administrative burden and help create more effective campaigns and services. But Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, believes businesses could be getting more out of their use of AI. In this piece, he explains how businesses can use intelligent proliferation to their advantage and really stand out from the crowd. Today, just about every business that has some online activity benefits from AI. Whether that’s how they appear in search engines or their social media reach, for example, AI is practically everywhere. Generally, it works in the background and requires little input from the business, while offering some valuable internal benefits, including greater efficiency, fewer administrative tasks and more successful campaigns and services. But with it increasingly being integrated into just about every digital tool, it’s no longer the case that AI can be used as a differentiator or a way to stand out from the competition. However, that’s not to say it can’t be. In order to really reap the rewards of AI and place your business leaps and bounds ahead of the crowd, it’s time to start taking a more proactive approach. Now, this might sound counterintuitive. After all, AI is supposed to relieve some of the effort and input required from you. And while that isn’t entirely wrong, no matter how much technology advances, we are all still human. And humans require some element of emotional connection with brands in order for them to create successful engagement and interactions. Ultimately, businesses need to find the perfect balance between artificial and emotional intelligence. Activities and decisions should be supported by both technology to make life easier, and human judgement, in order for output to be received well by customers. And this has never been more important than in the current market. The multichannel model Online business is thriving. The number of digitally transformed companies, online sales, ecommerce channels and engagement platforms are increasing. And businesses and consumers are adapting. The pandemic has encouraged more to embrace the shift. But as physical retail and face to face business opens back up, the multichannel model will no doubt become the new normal. However, as well as increasing workloads for management, challenges will also exist in creating cohesive and high-quality customer experiences. But AI integration does offer a remedy. For instance, commerce solutions provide retailers with a single, centralised platform on which they can combine activity across all sales and logistics channels, both digital and offline. Data from all areas of the business, including supply chain, sales channels and end user experience is then available in one place. This rich data is often much more valuable due to its quality and quantity, and by leveraging AI’s ability to analyse such data, you can turn it into invaluable business insight. When translated into digestible reports, such as trends and benchmarks, you can really optimise both the business’s potential and your customers’ experiences. This takes a lot of the guess work out of the equation, ensuring the output is just as high quality as the input, and providing an informed basis in order to justify decisions. But, your business is yours for a reason. It’s likely you have knowledge, expertise and experience in your industry, things that AI can’t, and shouldn’t, replace. Put simply, if you don’t maintain your core data, such as product attributes and tracking information, in a timely and accurate manner, then you can’t expect AI to make sense of your mess. Artificial vs emotional intelligence Although data driven trends and patterns are important when making business decisions, consumers cannot be simplified to a mere statistic. Rather, their emotions and intrinsic behaviours are better understood by humans. Therefore, business owners and employees play a vital role in interpreting such data and trends, applying their sense and experiences to really comprehend what their customers want and why. And then using this to make better business decisions. It comes down to striking a balance between the benefits offered by AI and our own emotional judgements. This way, we can create more personal and positive brand experiences that encourage engagement. For instance, over recent months this might have involved digital marketing campaigns that are sensitive to the current global situation, yet delivered at a time and place the data has shown you your customers will receive it. Or, perhaps a chatbot service that utilises AI to collect basic information from a user, then passes them onto a real customer service representative who can help resolve the issue in a more friendly and sensitive manner. While the business benefits from greater efficiency, wasting fewer human resources in the initial stages of the interaction, the customer still gets the personable service they so often need and prefer. But AI is advancing at an incredible rate. It might not be long before the technology begins to understand more complex human behaviours through verbal or written cues for example, and it will be time to readjust our practices again. However, until then, human judgement remains pivotal, even in an increasingly digital world.

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How to Do Corporate Branding Right

Article | March 15, 2020

A ton of people confuse branding with a company’s logo. When they hear the word “branding,” they immediately picture designers hard at work choosing the perfect shades and template for a new logo. But although a logo is part of branding, it’s not the whole package.

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4 Tips for Lead Acquisition to Conversion Turnaround Time

Article | March 5, 2020

The conversion process is very crucial. Some of the leads even turn into a paying customer, which means revenue for your company. However, it all boils down to how do we acquire leads? Before we delve into that, let’s first understand the terminology of the word ‘lead.’ In general, lead refers to a contact who has submitted a form in return for a content offer like an ebook, whitepaper, and more. It is placed on the top of the sales funnel.

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Marketing Science Institute

Founded in 1961, the Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between academic marketing theory and business practice.

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