Three Ways to Improve Business-to-Business Marketing
Today’s business-to-business (B2B) purchase journey is complex. B2B buyers are increasingly emulating the behaviors of their individual consumers selves. Most are initiating their path-to-purchase online (61%), requiring both random access to content and personalized experiences across multiple touchpoints. As a result, business consumers are engaging with salespeople later in the…
Data-Backed Practices Enhance Content Marketing
Content marketing has found new footing in an era where obtaining data on audience engagement and creative preferences can make it more effective than ever. Boredom is officially over. People now have access to all types of entertainment at a moments notice, be it through social media, streaming video, engaging…
A New Lesson Plan for Back-to-School Marketing
Brands need to be rethinking their back-to-school marketing strategy in 2017 as the traditional lesson plan for reaching shoppers grows stale. The start of summer may mean that K-12 students finally get their welcomed break, but most retailers are getting ahead on their summer reading in the form of consumer…
Hotel Brands Rely on Data to Attract Guests, New and Old
Digital hotel marketing heats up as major brands compete with each other and online travel agencies (OTAs) while seeking better customer loyalty. Through data-backed insights, hotel marketing helps make bucket-list trips a reality while also improving experiences for regular travelers. Most people rely on various forms of online research to…
Chatbots Lend Marketers a Helping Hand
More than just entertaining, chatbots can improve customer experience and collect critical marketing data that can enrich predictive analytics and more. Since the golden age of pulp science fiction, humans have speculated about the logical and ethical challenges of artificial intelligence (AI). Now, chatbot AIs can order a pizza for us.…
Marketers Capitalize on Consumer Intent
In an era where most people have smartphones and want things now, brands are adopting intent-based marketing strategies to satisfy consumers’ immediate needs. Our modern tendency to reach for our phones any time we need information has caused many marketers to pivot strategies. In an age where information is always…