Recent Posts by Megan Van Vlack

Flight delays and cancellations happen to the best of airlines. Mechanical issues, bad weather conditions and even last minute staffing problems can unpredictably interrupt flight services. And travel-weary passengers are not always the most understanding or easiest to please — especially when they’re frustrated by delays. Angry customers often take to social media in moments like these and hurt the reputation of an airline by posting negative reviews. However, there are a...

Regardless of your business size, type or industry, customer referrals are the most powerful marketing channels out there. According to KISSmetrics, a marketing analytics software company, word-of-mouth marketing can increase conversion rates by 400 percent. Today, digital marketers have multiple resources and customer data points at their disposal to create compelling and personalized customer referral campaigns. Here are a few strategies marketing experts recommend: 1. Ask...

From hot chocolate in the winter to school supplies in the fall, there are certain times of the year when it seems like your products could simply market themselves. However, during the off-season, when consumers would rather buy coats than your brand’s swimsuit line, finding ways to keep your brand relevant becomes a challenge. Here are a few creative ways brands have engaged with their customers — even during parts of the year when they might not exactly be top-of-mind: 1....

Millennials, the Enigma Generation, Generation Y — no matter what term they’re given, they continue to evade marketers (even big name brands) when it comes to what this generation wants. Millennials are predicted to spend $1.3 trillion in 2014 and make up a huge portion of social media users who share content every day, including some from brands that that they support and evangelize. "Make no mistake about it, there is a lot at stake for brands when it comes to marketing to...

When it comes to innovation, company leaders usually hit the drawing board to come up with new product features and designs. They look for a better car, bicycle or running shoe. However, as Niraj Dawar, marketing strategy expert and author of the book, "Tilt: Shifting Your Strategy from Products to Customers," explains, innovation with customer interactions also needs to happen if companies want to maintain a competitive advantage. We recently spoke with Dawar about what...

When it comes to mobile marketing, there is such a thing as too much, too soon. Consumers have a very personal connection to their mobile devices, and many are rarely more than 5 feet away from their device at all times. While push notifications are known for high engagement rates among users, to get users to opt in marketers need to first prove that they will offer value, says Raluca Budiu, senior researcher at Nielsen Norman Group, a user experience consulting firm. "Users...

Creating a digital marketing campaign with compelling content is hard. Being asked to then personalize that content for a diverse array of customers can seem almost impossible. However, every day savvy digital marketers are coming up with new ways to bring a personal touch to their marketing campaigns. Here's how eight brands are putting customers at the heart of their digital marketing programs: 1. Start things off on the right foot with a welcome email  Email marketers can...

When it comes to retail marketing, it doesn’t get more personal than underwear — a challenge that intimates retailer Freshpair takes on every day. While traditional customer data, such as demographics and purchase history, may work for other digital marketers to build out customer profiles and campaigns, for Freshpair personalization must go even deeper. As Jason Scoggins, VP of Marketing at Freshpair, explains, “You cannot put demographics behind underwear. It is very much...

When it comes to evangelizing trends in digital marketing, the white noise on the Internet can be deafening. Every once in awhile, though, a remark rises above the din — leading, for marketers, to one of those "aha!" moments that encapsulate where digital marketing is today and where it's headed. Here are our favorites so far in 2014: Mobile's future is now 1. "Mobile is becoming not only the new digital hub, but also the bridge to the physical world. That’s why mobile will...