Event marketing has emerged as an effective strategy for strengthening customer relations, generating goodwill and building a trustworthy brand image. For this reason, it becomes imperative to measure event marketing performance as it plays a major role in determining...
Plenty of companies measure marketing and comms activities—but all too often, their measurement does not lead to useful actions, get shared broadly among teams, or inform strategic business decisions. The savviest organizations have raised their game in the discipline...
Consumers are harder to engage with today than ever before. Marketers should not be designing their personalization strategies as a series of one-off tactics, but rather as part of a cohesive experience that enhances each individual’s journey. New research from...
Spoiler alert: Caution, “Game of Thrones” fans who are not caught up to and including season 8, episode 4, here be spoilers! Going into a recent episode, “Game of Thrones” fans were primed for big developments in the aftermath of the Battle of Winterfell. Did anyone...
You’re probably measuring the results of your PR campaign wrong. It’s OK, most of us are, my team included. We’ve been taking the easy way out, and practice makes permanent. Many of us are still using advertising’s old impression-based metrics and advertising...
New marketing measurement research from Equifax’s Data-Driven Marketing (DDM) division and Forrester Consulting found that marketers with high measurement maturity earn approximately $4 for every dollar they spend on marketing measurement. In Leader Of The Pack: How...
Acquiring new customers is costlier than retaining old ones. So once a business wins a customer, it is vital to keep them hooked on to the brand. Not surprisingly, the customer loyalty towards a brand largely depends on the extent to which a company’s products and...
In today’s environment, marketers and communicators are constantly tasked with quantifying their ROI. All campaigns and marketing efforts must be justified in order to allocate budgets. Just 21 percent of companies consider themselves effective at measuring mobile...
The specter of the AVE has been casting gloom over PR-measurement effectiveness for… well, as long as there’s been PR measurement. The approach, which a battery of industry experts has been decrying for years, was at one time considered the most tangibly trackable way...
Consumer research has shown that a returning customer is less expensive to convert and has a higher average order value than a new shopper—so it’s no secret that returning customers are better for your business than new customers. So why are so many retailers focused...
With visual content at the center of storytelling, new research from digital asset management platform Libris, in partnership with content marketing platform Contently, opens communicators’ eyes to the fact that the production, organization, and sharing of visual...
Despite Snapchat’s best efforts to appeal to influencers by offering verified accounts and better ways to measure data, it hasn’t worked just yet. A whopping 87 percent of marketers and 89 percent of influencers both report using Snapchat less for influencer campaigns...