Finding it difficult to keep customers engaged with your messaging? While the loss of subscribers over time is inevitable, you need to identify ways which can help to minimize this churn. It is critical to know at what point customers will fatigue and to have a strategy to reengage them.
Do you often find yourself so overwhelmed with your daily activities that you find it hard to break out of the "business as usual" mold and do something new and innovative? If this sounds familiar you may be missing out on the bigger picture - your target market and their brand journey.
Hopefully you have many optimization weapons in your arsenal: digital analytics, A/B testing, click mapping, user testing, etc.
One you may not have thought of (and hence your competitors might not be aware of): eye-tracking and visual engagement analytics.
When you hear the words ‘eye-tracking’ or ‘visual engagement analytics’ you may think these techniques are too expensive or complicated for you to use. With increasingly scalable technology and a decent game plan, however, that’s simply not true.
The last five years have been one of the greatest periods of change in the marketing industry. Consumers are now connected 24/7, accessing content anywhere, at any time, and on multiple devices. Digital marketing now represents over 30% of marketing spend and is expected to increase to nearly 45% of marketing budgets in 2016.
Canadian consumers are constantly raising the bar on relevance. As a result, there is an increasing demand for one-to-one content using personalization, dynamic content, and predictive intelligence. According to eMarketer, the #1 strategy objective for email marketers in 2015 is to increase engagement. We are already seeing this with more companies transitioning from mass email to mass personalized email, leveraging automated email programs and preference centres to send subscribers fewer, but more targeted emails.
Digital marketing is in a state of constant change. The market is always growing and evolving. In just one year, the number of marketing technology vendors jumped from 900 to over 1800! According to a 2014 report from DNN Software, most marketers (63%) at midsize companies are saying they have too many marketing technology vendors to manage effectively. Moreover, consumers are raising the bar on relevance. There's an increasing demand to receive personalized content. As a digital marketer, it can be a challenge to know what channels are best for your business and where to invest your marketing dollars.