Topics and Trends in Direct and Digital Marketing

July 10, 2018
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Today we will discuss the continued move toward the integration of direct and digital marketing and the balance of online and offline media focused on the consumer.  We'll talk about trends in database marketing, and how a creative person can uniquely contribute to the use of insights from the database I also want to touch on the current climate regarding consumer privacy concerns. Host is Cyndi Greenglass.

Talking points include:

  1. Many in our industry feel that Direct Marketing is no longer an effective description for the practice of addressable and measurable communications. In fact, I believe that you are an advocate of using “Direct and Digital Marketing”.  Tell me how this had developed and why you feel that this is a better way to describe the industry today.
  2. So, with digital marketing coming on so strong, should we start planning the funerals and eulogies for traditional media like print, catalogs and TV are on their way out?
  3. Do you believe in the reality of “Omni channel” or is it still a future aspiration for us marketers?
  4. How do your creative skills help you to use information from databases?
  5. Much of database marketing sounds pretty complex and possibly quite expensive.  Can small and medium-sized companies afford to develop and use helpful databases, or is that just for the bigger firms?
  6. There is much concern in today’s world about personal privacy.  In Europe, the new GDPR mandates went into effect a few weeks ago.  Do you see more privacy legislation and regulation coming up in the US as well?
  7. Content Marketing is another hot topic in the direct and digital world these days. With so many firms developing content marketing programs, how can a marketer make sure that their information stands out?

About our guest, Susan Jones:

Susan Jones is a tenured, full professor of marketing at Ferris State University in Big Rapids, Michigan, and the principal of Susan K. Jones & Associates. Jones teaches direct marketing, digital marketing, advertising and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and interactive marketing, as well as marketing planning, product development and copy writing. Susan has a literal worldwide following with students in United States, as well as South and Central America, Australia, Canada, Mexico and Europe.

Susan has authored or co-authored more than 25 books, has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner.

Susan is also a fellow Adjunct Instructor at WVU in the Master of Science in Integrated Marketing Communications and has been selected by students of the University for the prestigious Educator of the Year award.

Has customer empowerment killed CRM?

June 20, 2018
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Why it Matters:

"We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers."

In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?n our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries. Read the rest of this entry »

Simplifying Social Media Metrics

May 21, 2018
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Metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. Yet in social media it can get complicated quickly with amount of data and options of what can be collected and where. In this podcast, we will cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.

Some of the talking points will include:

  1. Is there a simple way to link social media metrics to business and/or marketing objectives?
  2. What else should we as marketers be thinking about when it comes to social metrics?
  3. What is the biggest mistake marketers still make with social media metrics?

Mind the Gap – Here comes Generation Z. Are you prepared?

March 28, 2018
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Brands, business leaders, and marketers ignore this new cohort at their own peril. Generation Z, aged 8 to 23, is now America’s fastest-growing demographic, representing 25%+ of Americans.  That makes them bigger than the Baby Boomers, and even bigger than the Millennial generation.  Despite the fact that Gen Z is made up of such young consumers, it is already an important cohort that is making its presence felt across brands, culture and advertising.

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Time to declutter your data and create your own narrative story

February 28, 2018
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We have all heard about how you can make your life more balanced when you declutter your closets and your life. But what about your data? Can you really make yourself better understood when you turn your data into a three-act narrative? Today we will hear from Neelesh Varde who will help us unlock the secrets of how to unlock the visually appealing stories in your complex data.

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If everything starts and ends with data, where do you want to go?

February 13, 2018
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The graveyard is littered with companies who have died when they were abandoned by their customers. This is what happens when you don’t listen to them, and you lose touch with what matters. Today, we live in a world where our customers want to help shape the brands they are passionate about and even control the conversation. It is a two-way dialogue in business today, and marketers have to understand how to navigate this new environment. In this podcast, we will learn how brands need to evolve to stay relevant, how to determine what data is valuable and actionable, and how companies are using data to develop meaningful loyalty and engagement.

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Is “data-driven” the buzz kill for marketing?

January 31, 2018
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Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter? In our focus on big data and data science, have we dehumanized marketing? Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.  

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