As a chief marketing officer, you know the traditional marketing playbook has been thrown out the window.
Today, you have to master a multitude of new skills and take on a whole new set of responsibilities. So how do you stack up in these key areas (Rate yourself: 1 Novice – 10 Guru):
These days, the term “transparency” is big. Politicians say they believe in it. CEOs insist that it’s the cornerstone of their corporate culture. Even NFL franchises are reluctantly being dragged onto the transparency bandwagon.
Many companies use content marketing as a lead generation strategy. However, content can also be used to develop and support customer relationships. Engaging customers throughout their journey is essential to building engagement and customer lifetime value. Content focused on supporting key stages in the customer journey can deliver value and provide key engagement points.
Lead generation versus customer relationship management
Lead generation is all about customer acquisition, whereas customer relationship management is about engagement across the customer lifecycle. Effective customer relationship management can bolster customer lifetime value and increase customer retention rates. Customer retention rates are a metric that can be influenced and it’s a proven fact that retaining a customer is less expensive than acquiring one.1 Despite this, about half of companies focus on retention compared to companies that focus on acquisition.2 A carefully constructed content marketing program can allow a company to focus on customer retention and customer acquisition, thereby stretching marketing dollars further.
Many of the resolutions we make for ourselves at the beginning of the new year can be adopted at work. Our job as marketers regularly requires us to start with a clean slate and be clear, accommodating and successful in helping others make (and save) money.
Over the last year, new developments in technology and new methods of marketing have changed the game for many marketers. Jacobs & Clevenger followed and closely studied the trends in all areas of marketing, and used our findings to create resource materials that many in the industry found compelling. These ebooks and guides helped dispel a lot of the uncertainty that came with the changes.
This article highlights our top six downloads of 2014. The free downloads include a marketing kit and plenty more. Share some of the thought leadership from the past year by clicking on the links within each featured download.
It’s almost Thanksgiving. What does that mean in your world?
I can still see their faces as they closed in on me. Eyes burning with raw enthusiasm and a hint of desperation. Hands thrusting leather cases, laptops and iPads forward. And mouths opening in unison to ask the same burning question.
I have a neighbor who is a defense attorney. One year at our block party, I asked him what he thought of “Law & Order.” He smiled slowly and confessed, “It’s not really like that.”
Twenty years ago there was a real fear among many traditional retailers that the Internet was going to mean the end for brick-and-mortar stores. And clearly that fear was well founded for some retailers who have fallen by the wayside as pure-pay giants like Amazon revolutionized the shopping experience.
