Our behaviors as consumers are driven by an array of internal and external influences. Empirical research shows that consumers are influenced by psychological and behavioral elements including compulsion, habit, reason, emotion, and desire, timing, and convenience, among other factors. Consumer psychology studies provide evidence for the power of persuasion, and the various underlying factors that make…

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In today’s uber digital and social media-driven world, online engagement is a never-ending story. You’ve probably heard the age-old notion: we have two ears and one mouth so use them in that proportion—and this virtue rings true when it comes to implementing social listening within your marketing mix. Monitoring social media for content related to your brand must…

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Marketing automation is considered a must-have component of any successful marketing mix in today’s marketing landscape. It comes with its challenges, of course, but when done right automation can give a marketing infrastructure the needed consistency to fully maximize all available marketing channels make an impression on customers and prospects. However, when incorporating marketing automation…

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The concept of marketing funnel automation has been around for decades. In the 80s, for example, instead of being added to an email campaign, marketers would enroll prospectives into snail mail campaigns if the prospectives completed a certain action, such as signing up for a cassette tape auto-pay/ship program. Today, technology has taken that same…

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Empower Consumers An ideal marketing strategy is one that gets audiences moving. It creates consumer reactions and actions that benefit your business—whether that may be enhanced awareness and engagement, social sharing and online support, or purchasing. Effective messaging is vital to any strategic business plan, and this is where content marketing is your power move. Action-oriented content is based…

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In life it’s all about perspective—and when it comes to marketing, this rings especially true. Central to marketing is the idea that a brand is built on audience perceptions and consumer expectations. The way a brand is presented and communicated shapes how the audience perceives it, and thus determines consumer behaviors and interactions with your brand…

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Developing a marketing campaign that resonates with your target audience requires a carefully thought-out marketing map, and even more planning if you want it to elicit the ‘calls to action’ you desire—whether that’s consumer buying, social following/sharing, or enhanced brand awareness. But getting on the radar of your target audience requires a strategic and creative…

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In your career as a marketer, there will be plenty of folks who just don’t “get” what marketing is or why it is so important. They have heard chatter about what marketing is or have had some brief experience with it in the past. Some of these people confuse marketing and advertising; others believe that…

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One-to-one marketing, also articulated as 1:1 marketing, may seem like a new idea because of its current popularity among marketing circles, but it has actually been around for some time. The concept is fairly basic: a customer relationship management (CRM) strategy emphasizing a company’s personalized interactions with its customers. However, with technology advancing capabilities for…

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