Recent Posts by John Rampton

The digital marketing campaign process tends to follow a pattern. Marketers create a campaign based on a theme or objective and available data about the audience and market. They edit and refine the campaign before it is finally launched. After the campaign launches, marketing teams look at the analytics to assess the campaign’s performance before creating the next one.  However, the problem with this approach is that there are no steps taken to ensure the campaign will likely...

Business mobility, also known as enterprise mobility, involves the movement of people in business and how they accomplish their work. In recent years, business mobility trends include offering remote working options for flextime and remote outsourced talent.  This, along with the migration to working on-the-go has caused companies to develop mobility strategies to direct how personal laptops and mobile devices for business and cloud platforms use and share data. Now that many...

Account-based marketing (ABM) has become an increasingly critical tactic to employ in the age of personalized marketing. Your recipient is not going to respond to an email that is clearly generic and could apply to anyone. They want to hear how you are going to help their specific need or address their desires.  Knowing you need to do this and actually achieving it as your email marketing strategy are two different things. Before developing and creating these more personalized...

Content has always been critical to marketing success. Developing the best words and messaging can build trust and credibility that can then create leads, influence purchase decisions, and add new customers. Before the explosion of digital marketing, the content was somewhat manageable.  Today’s marketing environment requires large measures of content marketing across more channels than ever before, often leaving many companies struggling to keep up with content creation...

Though multichannel marketing has been around for a while, that doesn’t mean it’s become any easier to figure out. Adding digital and mobile environments—website, blogs, display ads, emails, SMS messages, and social media—to traditional channels, like print media and television, means considerable work for marketers. However, that work pays off as multichannel marketing offers opportunities to reach a wider audience of prospects and future customers.  Yet, even within the...

To organize content creation, publishing, and analysis, many companies use what’s known as a Content Management System (CMS). What content management systems do A content management system gives you the tools to put content—written and visual—online in any possible customer touchpoints such as a website or blog. It provides a way to update, and manage that content within a single interface often designed to look like a dashboard. No specialized technical knowledge is needed to...

Marketing automation provides time and cost savings. However, every company that uses this technology may not be getting as much out of it as they should, especially when it comes to driving more leads and conversions. Here are some ways to make marketing automation work for you. Create a map for the lead journey Although marketing automation solutions do most of the work nowadays, you still should provide some direction and assistance to help the software deliver optimized...

Customer Data Platforms (CDPs) emerged as one solution for understanding individual customers and delivering an enhanced customer experience. However, these benefits don’t simply happen on their own. Some key best practices are required to get the results desired.  Not all CDP best practices are tech-related. In order to get the most out of your CDP, you also have to do some things outside of the software.  1. Visualize and map a single view A CDP thrives on data, so it needs to...

Digital marketing continues to be the focus of marketers across all industries. While offline channels still count, the reality is that more of their target audience is navigating to digital channels to get their information, shop, and interact with brands.  Seeing the opportunity, and knowing how to leverage that opportunity, defines the majority of where today’s marketers stand. To develop the most effective strategies for such an expansive and evolving environment, smart...