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Is your marketing database on the edge of technology or retirement?

Marketers know that developing and executing successful marketing strategies that will create a positive impact on their organization’s bottom line begins with the knowledge found in consumer data. Consumer data provides insight about who buys your products or services, why they purchase, when they purchase, what turns a prospect into a customer and so much more. Knowledge empowers marketers to create impactful marketing decisions that increase sales.

Ensuring you have the most relevant, robust marketing data available, requires a marketing database solution that provides full integration across platforms, routine updates and maintenance as well as the ability to export the data into other marketing and sales systems requiring fully integrated data—all necessities in meeting an organization’s evolving marketing needs.

Dovetail Marketing Database Marketing Chart

Evaluate your current marketing data solution by considering the following questions.

  1. Is your marketing data updated frequently enough to meet your needs?
  2. Do all of your marketing and sales platforms have access to up-to-date, fully integrated data, opt-outs and suppressions?
  3. Do you have the ability to run ROI reports and responder profiling analyses?
  4. Is your data trustworthy, accessible, fresh and integrated (TAFI)?
  5. Do you have the ability to incorporate modeling, profiling, demographics and lifestyle data into your marketing database?
  6. Can you manage prospect data usage to ensure you adhere to list rental policies?
  7. Is your marketing data easily accessed to perform analyses, run counts, lists and reports at the individual, household, address, or other unique level(s) that are important to your business?
  8. Is your transactional data integrated with individual customer data?
  9. Do you have the ability to track touches and promotion history?

As you read through the above list, if you realize that the data and database you are using for marketing is not effectively supporting your needs, you are not alone. But you need to act; your marketing and business depend on it. Although it takes time and effort, work with appropriate resources to bring your marketing database back to relevance. Depending on how close your current marketing database solution is to retirement, it may be time to completely redevelop your database.

In any event, there is no substitute for a well-functioning, efficient, and effective marketing database. In the end, your marketing effort and results will be well worth the investment!

Customer Insight Group Guest Blogger



Dovetail — The Marketing Database Company

Dovetail provides marketers with a marketing database solution that fully-integrates marketing data from across an organization into a scalable solution that will grow with your company. In addition, Dovetail performs routine updates and maintenance to ensure your data is always fresh and actionable, provides a variety of reporting and analyses options and leverages pristine, integrated data into other marketing and sales platforms. To learn more about Dovetail’s marketing data solution, visit us at http://www.dovetaildatabase.com/data-driven-marketing/.

Social Media Reaches B2B Prospects & Buyers

By The NumbersStill have a boss not convinced you can reach your business customers by using social media tools such as Twitter, LinkedIn and YouTube? Here are some facts that may help your business case:

  • 74% of B2B marketing companies use Twitter to distribute content (Content Marketing Institute)
  • 58% of marketers who have been using social media for more than 3 years report it has helped them improve sales (Social Media Examiner)
  • 40% of the world uses a social media site every day. And your B2B customers and prospects are likely among them. (Infographic)
  • B2B marketers who use Twitter generate twice as many leads as those that do not (Inside View)
  • For B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network (Marketing Charts)
  • 55% of B2B survey respondents search for information on social media (MediaBistro)
  • The number one benefit of social media marketing is generating more business exposure (85%), followed by increasing traffic (69%) and providing marketplace insight (65%) (Social Media Examiner)
  • Identifying the value of social media marketing efforts comes down to looking at four factors: financial, branding, risk management, and digital marketing (Forrester)
  • Social Media can improve relations with employees. 82% of employees say they trust a company more when the CEO and leadership team communicate via social media (eMarketer)
  • Top tactics marketers plan to use this year for lead-gen are Twitter posts (82%), online communities (79%), blogs (76%), LinkedIn discussion groups (76%), LinkedIn pages (76%) and Twitter offers (74%).  (Forrester)
  • Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%. (State of Inbound Marketing, 2012)
  • 84% of B2B marketers use social media in some form. (Source: Aberdeen)

What have you discovered about your B2B customers’ or prospects’ social media habits that have justified your activities?

Personalization Improves Customer Conversion Ratios

Giving customers or prospects the best experience possible is an age-old business goal. By facilitating more relevant, personalized direct marketing and customer interaction, advances in technology are allowing us to get closer to realizing that ambition than ever before. Personalization has a tremendous impact on customer acquisition by improving customer conversion ratios. It also improves customer satisfaction across the entire customer relationship lifecycle.

Accenture’s 2012 CMO Insights

Yet despite its importance, CMOs report they are lagging in execution. While 68 percent of CMOs say it’s important to create value from digital channels, only 13 percent of CMOs say their organizations’ performance is leading-edge. Additionally, digital orientation–which Accenture defines as working across the organization to infuse a digital focus in all business processes and functions–has the largest “performance gap,” which is the spread between performance and importance, among the five major marketing capabilities queried: digital orientation, marketing operations, customer analytics, customer engagement, and innovation.  Read more.

Source: [CMO.com]

4 Tips For Creating A Mobile Website

With mobile design growing in popularity over recent years, many mobile users expect a fast and fully integrated mobile experience when they visit your website from a smartphone or tablet. If you haven’t created a mobile website, you’re missing out on a huge opportunity to build awareness of your business and attract customers.

Before and After Mobile Optimized Website

Research by Econsultancy found 62 percent of companies that create a mobile website experienced increased sales. The reality is: most consumers use their mobile devices when making a purchasing decision. In fact, 60 percent of consumers use their mobile device to aid them during the purchasing process. Clearly, mobile is changing the way people use the mobile web to interact with businesses online.

As a business owner, you’re probably always thinking of different ways you can improve your website and the overall customer experience. In order to make a plan, however, you need to know the right techniques for your mobile website. Here are four tips that will help you get started with your mobile design:

1. Start with a responsive design.

The key to a successful mobile website is implementing a responsive design. This type of design will make it possible for your website to be accessed from any type of mobile device.

When creating a responsive design, it’s important to think about the operating system your customers will use when they visit your website. There are three major mobile operating systems including iOS, Android, and Windows. As you create your mobile design, it’s important to think about the different features each operating system utilizes and how you can adapt your layout to those platforms.

2. Speed up your website.

Did you know 40 percent of people will abandon a web page if it takes more than three seconds to load? If your mobile website is slow, it’s very likely consumers will stop visiting your website.

Now, there are a number of tweaks you can make to your website to make it faster. First, it’s important to make sure your design is innovative yet simple. Avoid using CSS elements or Javascript whenever possible because this will help you create a faster website. It’s also important to only use images that are scalable for mobile devices.

3. Keep it simple yet informative.

A mistake many businesses make when creating a mobile website is containing too little or too much information in their design. Remember, consumers want a fast mobile experience, but they also want to retrieve the information they need from a tap of their fingers.

The navigation of your website should be easy to access and outline the different pages of your website. You should also include the most important details your customers need to know about your business such as product information, contact information, and links to your social media accounts. It’s also important to write copy for your mobile website that it succinct and clear for your readers to understand.

4. Integrate branding elements from your current website. 

Finally, it’s important to make sure your mobile design contains the branding of your website and overall business. There are a few reasons why it’s important to use the same branding with your mobile website. First, you want to make it easier for your customers to recognize your business. Second, any type of website you create for your business should reflect your overall branding strategy.

Creating a mobile website for your business can greatly improve the overall customer experience and help you build a stronger brand. By keeping these mobile design tips in mind, you’ll be able to create a website that fits your customers’ needs.

What are your best mobile design tips?

Customer Insight Group Guest Blogger

Ivan Serrano is a social media, marketing and small business journalist living in the Bay Area of California.

Image Source: dazeinfo.com


12 Pinterest Markeing Tips for Your Business

Pinterest marketing tips

While it’s true millions of women love Pinning, men are actually the fastest-growing demographic on Pinterest. No matter who your target audience is, take your Pinterest marketing to the next level with these top Pinterest tips.

  • Add Links and Keywords – Pinterest is not only a great visual representation of your business, it also has the extra bonus of having SEO value if you include the link and keywords in your description.
  • Integrate – Be sure that the content on your website is easy to share. Incorporate the “Pin it” button into your social sharing area on each page of your site.
  • Engage – Repin, “like” or comment on pins and boards of others. Interact with your followers and take the time to participate.
  • Mix it Up – Avoid the “me syndrome” of pinning about your products. Connect with your target customers by pinning about inspirations, interests and your customers lifestyle
  • Be Relevant – Create boards and pin items that appeal to every segment of your customer base. This is your opportunity to speak to all your audience segments. To attract new followers and keep them engaged, provide new content regularly. Create a new board or pin to an existing board at least once a day, seven days a week.
  • Be Aware of Copyrights – Make sure you always credit images and link back to the original source. For more information see Pinterest’s terms and conditions for use of third-party content.
  • Avoid Price Tags – Resist the urge to add prices and logos on your images. The minute you do, it becomes less attractive to the consumer. However, you can definitely link the image back to your e-commerce site, where you will likely see traffic convert into sales.
  • Add Videos – Images are not the only things that can be pinned. You Tube videos can be pinned to boards in the same way as any other image. If you have how-to videos or presentations this would be a great place to add them for additional exposure.
  • Make it Personal – Use it show a different side to you and your business. Show behind the scenes at your office with boards about your staff or about a non-profit or cause you support.
  • Pin What’s Hot – Whether it’s a book that received exposure on a talk show or the latest fashion trends, users want to see what everyone’s is talking about. If you pin this type of content to your boards, you can draw that trend-seeking crowd to follow you, just make sure it’s relevant to your business.
  • Cross-Promote – Tell your Facebook and Twitter fans and followers to come join the party. Incorporate plugins like the “Pin It” button on your website to let visitors know you have an active presence on Pinterest.
  • Check Traffic – Use Google analytics to track what images and content are driving site traffic.

More Social Media Marketing Resources

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Social Media Best Practices

Social Media as a Channel

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Social Media Infographics

Trends in the World of Social Media for 2015

Social Media Trends 2015

In the world of social media, the only constant is change. When it first came into the limelight, it was seen as a way for people to connect with old and new friends. Today, it has become a key part in many businesses’ marketing and customer service strategy. With over 25 percent of the world’s population on at least one social platform and dozens of new social media platforms popping up yearly, brands need to stay up-to-date with the latest developments if they intend to stay ahead of the competition. While the social media landscape is constantly evolving, there are several trends that stand out for 2015.

Social Video

Video is quickly becoming the most popular form of content on the Internet with the rise of Vine and Instagram video. For brands, there are a couple benefits of incorporating video into your strategy:

  1. More so than text or photos, video evoke strong emotional responses. If you have a powerful story, your videos can create a strong connection with the audience in a matter of seconds. This can help build trust and ultimately brand loyalty.
  2. Videos are naturally engaging thanks to its audio and visual components so it’s no surprise that they are shared 12 times more than links and text combined. The more shares and likes you have on a branded video, the more potential customers will view your company in a positive light.

More Mobile

Mobile now accounts for 60 percent of total Internet usage. What are people doing on their phones? Well, 71 percent are accessing their social media profile. As the numbers show, mobile isn’t just a fad, it’s here to stay. If you want to make the most out of your social campaigns, you need to go in with a mobile-first mindset. Create campaigns that will work on mobile devices and then scale-up for desktop users. By doing so, you ensure that everyone has an equally pleasant user experience whether they are accessing your site or your social posts.

More Social Sites

While Facebook remains the undisputed social media giant with over 2 billion users, many other social platforms are popping up in response to serve more niche demographics. For example, Ello has positioned itself as the anti-Facebook and promises never to sell their users’ personal information or place any ads. Other platforms like Whisper promise complete anonymity where you post thoughts, memes, etc. all without posting under any name, real or otherwise. Will all of these social media platforms survive? It’s hard to tell but it’s a good idea to keep your eyes open for the next big thing.

Social Shopping

The idea of social commerce might seem obvious, but it wasn’t until much later that social media sites started integrating a “Buy” call to action that shopping and social media finally converged into a seamless experience. Not only does it make it easier for users to purchases, it also provides brands with important metrics to see how much of their revenue is coming from these campaigns. Still, there are some pitfalls with this as social media is more about customer engagement and building relationships, not pushing a hard sale.

Keep an Eye Out for Trends

By definition, trends are fleeting. With social media, they are often fickle as well. What might have worked one month won’t work the next. The most important piece of advice is to stay alert and keep an eye out on your campaigns to see what is working and what is not. Perhaps the only thing you can count on is the growing importance of social media in your marketing strategy. No other channel provides the same reach, engagement and connections that these platforms can.

Customer Insight Group Guest Blogger
Ivan Serrano is a social media, marketing and small business journalist living in the Bay Area of California.

Photo courtesy of Flickr.com

Fred Meyer’s Launches Real Gems Real Stories Contest

social media contest

Fred Meyer’s wants to showcase real gem stories and is giving away a $500 gift card to five winners! Maybe the vintage earrings that were passed down through generations, or a necklace that was a gift that marked a special moment. Whatever the story is, they’d love to hear it.

To enter the contest, Fred Meyer asked fans to share the tales (and pictures) behind their favorite jewelry on the Fred Meyer Jewelers’ official Facebook page, Twitter or Instagram, along with the hashtag #FMJRealGems.

Fred Meyer Jewelers, understands the true power of jewelry. More than an accessory, jewelry is often handed down through generations, connecting people, places and events. So whether it’s a rare gem or an inexpensive bauble, jewelry tells a story that’s all your own.

[Source: Fred Meyer Jewelers]

Social media is a conversation. So let’s talk. Learning about social media marketing? Read all about it! Here’s our social media blog.

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Pinterest Stats Marketers Need to Know

Since its launch in 2010, Pinterest has really taken off and has joined the league of the Top Social Media channels. It’s shown explosive growth and there are no signs of it slowing down. Here’s some Pinterest stats that retailer’s should know about.

Pinterest stats for businesses

Stats You Need to Know about Consumers and Pinterest

  • 80% of Pinterest users are women. (Source: Content Factory)
  • There are 70 Million total users. (Source: Media Bistro)
  • 80% of total Pinterest’s pins are repins. (Source: Media Bistro)
  • There are 2.5 billion monthly pinterest pageview. (Source: Expanded Ramblings)
  • 81 percent of U.S. online consumers trust information and advice from Pinterest. (Source: Blogher)
  • Interest user spend 98 minutes per month on the site. (Source: Tech Crunch)
  • 58% of Pinterest users log in at least once a day. (Source: The Buntin Group, 2013)

Businesses Use Pinterest to Achieve Business Goals

  • There are 500,000 Pinterest business accounts. (Source: Expanded Ramblings)
  • Sephora’s Pinterest followers spend 15 times more that its Facebook fans.
  • 84% of B2B marketers use social media in some form. (Source: Aberdeen)
  • Conversion rates for Pinterest traffic are 50% higher than conversion rates from other traffic. (Source: Social Media Today)
  • Pinterest accounts for 25% of retail referral traffic. (Source: Rich Relevance)
  • Over 80% of pins are repined. (RJMetrics)
  • A call-to-action pin description sees an 80% increase in engagement. (Pinerly Study)
  • Pinterest referrals spend 70% more than visitors referred from non-social channels, including search, according to industry reports. (Wayfair)

Pinterest Delivers Measurable Results

  • Pinterest buyersspend more money, more often, on more items than any of the other top 5 social media sites. (Source: Social Media Today)
  • 47% of U.S. online consumers have made a purchase based on recommendations from Pinterest. (Source: Social Media Today)
  • Pinterest generates 4x more revenue (per click) than Twitter and 27% more per click than Facebook. (Source: Social Media Today)
  • Pinterest shoppers are spending significantly more per checkout averaging between $140-$180 per order compared with consistent $80 and $60 orders for Facebook and Twitter shoppers, respectively. (Source: Rich Relevance)
  • Shoppers referred by Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter. They’ll also spend 10% more on average. (Wayfair)
  • The average sales amount attributed to a pin has grown by 25% since Q4 2012. (Source: MarketingCharts)
  • A pin is said to drive 2 site visits and 6 page views, on average, while generating more than 10 repins. (Source: MarketingCharts)

Wondering how to use Pinterest to drive traffic to your website? Click here for some helpful tips to help you get more likes, folowers, fan engagement and customers on Pinterest.

More Social Media Marketing Resources

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Taco Bell’s Launches Mobile App with Social Media Blackout

Today, Taco Bell launched its mobile app to order and make payments from your mobile device. The free mobile ordering app gives consumers complete access to every Taco Bell ingredient to create what they want, when they want it – all in the palm of their hand.

As part of the launch of its mobile-ordering and payment app today, Taco Bell has blacked out its social media channels, including Facebook, Instagram and Twitter, and even its website. The idea is to play up the announcement and attract attention with a Twitter feed, Facebook page and website all showing nothing but a black screen as of this morning. Each of those pages, the company said, will only offer a link to the app download, which will be available for both iOS and Android phones.

Taco Bell's Launches Mobile App     Taco Bell's Launches Mobile App

“Today as food culture changes and generations grow up with smartphones, our customers seek restaurant experiences that fit their lifestyle,” said Taco Bell President Brian Niccol in a statement. “We believe mobile ordering and payment is the biggest innovation since the drive-thru. Our new mobile ordering app is just the beginning of how we’re using technology to break down the walls of our restaurants and become more transparent with our customers about our food.”

The chain also hopes to prompt conversation with its #onlyintheapp hashtag. That hashtag is meant to illustrate that customers at Taco Bell can now view and select specific ingredients for their food with the app in a way they previously weren’t able to, according to a statement.

Check out our social media infographs here. Get your free no-obligation personalized social media grade today.

[Source: AdAge]


Mobile Marketing Stats

If developing a mobile marketing strategy isn’t on your to-do list yet, these stats should help you understand how important it is, and should provide some good information for your company to understand why it is time to start planning or expanding your mobile strategy.

  Mobile Marketing


Stats You Need to Know about Customers and Mobile Marketing

  • Of Facebook’s nearly one billion strong users, approximately 200 million are mobile only. (Source: Social Media Today 2013)
  • More people own a cell phone than a toothbrush. There are over 7 billion people in the world. An estimated 4 billion of them own mobile phones.
  • 30% of consumers would like to receive mobile coupons. (Source: Juniper Research)

Businesses use Mobile Marketing to Achieve Business Goals

  • 8% of advertisers plan to adopt mobile coupons by next year. (Source: Juniper Research)
  • The redemption rates of mobile coupon are usually higher and range from 5% to 15% as compared to traditional print coupon with rates of 1% or less. (Source: Juniper Research)
  • Mobile use generates 30% of Facebook’s ad revenue. (Source: Buffer)
  • 63% of consumers felt that a coupon would be the most effective incentive to get them to respond to a mobile marketing message. (Source: ABI Research)
  • 52% of consumers would use mobile coupons for a discount at a local store. (Source: ABI Research)
  • 66% of user-generated tweets that mention brands come from mobile users. (Source: Buffer)


More Social Media Marketing Resources

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