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While writing content for online environments you must think of the following paradox: reading is the PRIMARY action performed on the web. AND people try to read as LITTLE as possible (online) 20%!... Via Martin (Marty) Smith, Os Ishmael, malek 
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Brands today are looking to create a more relevant experience for their customers. Doing so means relying heavily on accurate data. But not all data is created equal. Over the years, I have experienced my fair share of email content with misinformation: incorrect birthdays, incorrect first name and even wildly wrong product purchases when a brand is following up with cross-sell/up-sell messages. I’m sure we have all seen this problem. But sometimes it’s just so wrong that one’s loyalty is called into question. I will not be sharing the name of the brand, as I have reached out to them directly -- but I thought this was a good story to share with Email Insider readers. Leading up to Valentine’s Day, my husband received an email in an inbox that both he and I share, using as a catchall address that we can both easily give to brands. Very frequently I will see email in there that I know I didn’t subscribe for, but will assume he did – and vice versa. So when he saw the following email, he had questions: Subject Line: Give Kara a Gift She Will Remember Headline: Mike, give the perfect gift Kara will remember forever! Dynamic Image: A heart pendant that said “Kara” on one side and “Mike” on the other. Now this would have been pretty impressive -- except that my husband’s name is Marko. I know a lot about data and how it works, so I have a pretty good idea how this mistake happened. Household information was appended to one of our data records, not validated and blindly applied as accurate personalization. For the record, “Mike” is the Americanized name my father-in-law (who lives with us) uses in most situations. But not everyone knows this. Thankfully, my husband has heard stories of mis-applied information from me over the years, and he knew it was a data flaw. When I shared this story with some of my friends, they said they had seen similar instances of emails like this using the wrong woman’s name – which led them to be truly suspicious of their husband for quite some time. If you, as a brand, are going to leverage householding information, and/or appending data to a customer record, it is critical to validate that the information is accurate. When you cannot validate, be very wary of using it – especially in such a blatant and obvious way.
Ravi Kiran's insight:
Some say e-mail marketing will eventually die. I think it will just evolve. As will sales and marketing. This is a great article.
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Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. Lead nurturing happens across multiple channels, and for your communications… Via Stefano Principato, massimo facchinetti, malek
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SlideShare, now owned by LinkedIn, has emerged as powerful marketing medium with particular attraction for entrepreneurs. If you are not using the SlideShare social platform to promote your company you are missing out on one of the business world’s best-kept marketing secrets. Here’s how to make the most of the platform. 1. Focus on the audience. When planning your content, think less about what you want to say, and more about what the audience needs. Because of its linear format, SlideShare “is a natural storytelling medium,” Just like with any other social medium, compelling visuals are important for capturing and sustaining people’s attention on SlideShare. Before you upload your presentation, make sure that you’ve included at least one call-to-action. It’s up to you to get your presentation seen and shared, so be sure to promote it across all of your marketing channels, including your blog and social media. more at http://www.entrepreneur.com/article/242738
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Anyone marketing to Millennials needs to rethink their assumptions. I’ve made three observations on how Millennials are currently consuming and responding to marketing that I hope will help shape a more complete understanding of the demographic: Millennials don’t want to read (at least online) Though Millennials might get a lot of flak from older generations for being glued to their devices, they actually appear to out-read other age groups! Online, however, perhaps because of the backlit screens they have to read from, there seems to be a demographic shift away from text. Millennials use the internet to buy offline There was a fear not so long ago that online shopping might be on the verge of killing-off traditional brick-and-mortar stores. Recently though, that trend doesn’t just seem to be reclining, but completely reversing! Millennials are less money-driven (but more money-cautious) Millennials are about self-expression in all its forms, and there’s no formula to what eccentric trend is likely to next go viral. Aesthetic distinctions between the rich and poor are becoming less evident as ostentatious displays of wealth are losing favor. Millennials are more interested in displaying their creativity, resourcefulness, and own unique life mission to the world. The sharing of information online has made bad PR a nightmare to contain. As social media and mobile technology allows users to become more and more engaged with their favourite brands, Millennials are capitalising on the ability to weigh the cheapest offers up against the respectable ones. Marketing to them means appealing to the responsible consumer. more at http://blog.visual.ly/marketing-to-millennials/
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From
hbr
Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will therefore become less relevant. Others have prophesied an increasing importance of brand as a simple way to evaluate choices in an era of information overkill. Via Eric_Determined / Eric Silverstein
Ravi Kiran's insight:
Even if curation as a word has become somewhat overused recently, i would still say brands need to see how they can curate their relationships with customers. Customers already do.
malek's curator insight,
April 27, 2015 7:42 AM
dramatic shift in the strategic approach to marketing over the last 10 years. 
Arielle Monnerot-Dumaine's comment,
April 30, 2015 4:34 AM
Little thinks count a lot : A simple "Thank you", an effort from the staff to remember something something about me
Eric_Determined / Eric Silverstein's comment,
April 30, 2015 5:33 PM
Thanks Arielle, Ravi, Fabrizio and others for sharing your insight. A simple Thank You is a great way to start building a customer relationship :)
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State and local governments often use incentives such as tax cuts, rebates, promises of government services and the easing of regulatory restrictions to induce new or existing businesses to locate in their region. But this strategy raises some important questions:
These questions are addressed in a recent San Francisco Fed Economic Letter by Daniel Wilson. First, he noted that the research indicates that these policies are effective in altering business location decisions. As a recent example, he cites the decision by electric-car maker Telsa (TSLA) to locate in Nevada its factory for producing the batteries needed to power its cars. But that's just one example among many, many others of such behavior. Second, Wilson argued that determining whether the benefits exceed the costs for state and local governments that engage in this type of competition is very difficult. The problem is that the costs and benefits are not easy to measure, and the research is inconclusive on this point. Third, research on this topic reveals that it does appear to be a zero-sum game. That is, the incentives that are offered to businesses are successful in shifting where firms locate, but there is no net, aggregate effect. To say it another way, the size of the economic pie does not change, but the size of the pieces each region gets changes as these incentives are offered. Last, if this competition has no positive effects but simply redistributes where business is conducted, and if the tax and regulatory competition reduces the ability to fund critical services and undermines regulatory protections, it seems states and local economies would be better off if they were shielded from this competition by a federal law banning it. While that may appear logical, Wilson explains there's something else to consider: "an opposing view comes from a classic public finance theory known as the Tiebout model (Tiebout 1956), which posits that people and businesses 'vote with their feet' by moving to jurisdictions with the mix of taxes, spending, and regulation that best matches their preferences. This residential mobility provides a competitive pressure on local governments to be as efficient as possible in order to charge the lowest possible tax rate to finance public services. ... Forcing all jurisdictions to have the same tax policies would shut off this ..." Thus, a ban on this sort of competition -- which would effectively harmonize taxes and regulation across state and local governments -- would have the benefit of preventing competition for businesses that forces state and local governments into a downward spiral of reducing taxes and regulation just to keep the business they have. But it would also reduce competitive pressures to provide the best mix of taxes and services for state and local jurisdictions. In Wilson's words: "Optimal policy from a national standpoint ... must weigh the benefits of local choice -- individuals and businesses selecting jurisdictions that match their preferences -- against the cost of how changes in one area might negatively affect competing jurisdictions." Proponents of lower taxes and reduced regulation generally favor this type of competition, while those who worry about the social services government is able to provide and want to maintain regulations that enhance their quality of life are generally opposed. When governments propose these types of incentive policies, the battle between these groups can be fierce, but the bottom line is that there are no easy answers about the consequences of allowing state and local governments to compete with each other to attract businesses or residents. © 2015 CBS Interactive Inc.. All Rights Reserved.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄ Via Marteq
Ravi Kiran's insight:
Try the free versions of at least 3 systems before you choose one. And remember not to upload all your contacts into them, just use 10-12 contacts for testing.
Marteq's curator insight,
February 12, 2015 8:34 PM
Really a great, simple flowchart that captures the crux of the MA decision-making process. Click through for examples of each of the green clouds.
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How effective is social media in comparison to other digital marketing channels? Do consumers actually listen to brands? Do brands actually listen to consumers? How does B2B social media marketing differ in effectiveness from B2C use? Which network drives half of all social traffic to B2B websites and blogs? What type of posts generate the most engagement on Facebook? What do 91% of consumers check daily? What do more than half of marketers identify as their most critical areas of focus over the next 12 months? Find the answers to those questions and many more here in 106 digital marketing facts (well, mostly) and statistics from two dozen sources.
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Subtly but effectively express your expertise and knowledge. Real estate marketing is a contact sport, so we can harness what we know about Mr. Momentum and apply it here, too. Marketing momentum is much easier to explain than momentum in sports. We understand how and why it gets started, and it can easily be used to build on the work you’ve already done. Leveraging momentum marketing is simple, it’s inexpensive, and it will produce high returns if you continue to nudge your strategy forward using the momentum started by the new listing you just secured in the neighborhood. There will, of course, be markets where this approach works better than in other markets. This year started off with low interest rates, and you should have no shortage of opportunities to take advantage of activity around your listing. The goal of momentum marketing is to pace out a three-step process for making three or more contacts over a 45- to 60-day period with the 100 homeowners nearest your listing. Here’s how it works: Step 1: Create a neighborhood-exclusive open-house flier. Step 2: Create a “buyer demand is higher” flier. Step 3: Create a just-sold flier.
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