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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Weekly roundup: 5 digital marketing tips, trends and tactics

Our roundup of noteworthy digital marketing insights, tips and trends from the news:

How 3 companies are redefining their Pinterest brand

To connect the brick-and-mortar and digital experiences, brands are looking to Pinterest as a channel to engage customers. Here are three unique efforts:

  • Caribou Coffee rebuilt its Pinterest board in the Mall of America and featured user submissions
  • REI brought the adventure experience to the backyard, diverging from the typical national park posts
  • Target asked top pinners to create party-planning collections that included products and inspiration as part of its “Party with Pinners” campaign

Read more at Digiday

Spring cleaning meets email subscription: 4 tips to survive

As people reduce clutter in their life with the onset of spring, they’re clicking the unsubscribe button in the emails that don’t deliver high value — and marketers should do just the same. Here are four tips:

  1. Send a special offer to inactive addresses and remove any unengaged customers
  2. Let the customer choose how he is contacted by using a preference center
  3. Target customers based on their location and responsiveness
  4. Test across channels and devices to see what performs best

Read more at Marketing Land

Marketing meets the personal calendar

Burt's Bees is taking customer interaction to a new level by turning calendar appointments into ads. How does this work? With the permission of customers, the company places one appointment per week, for a total of 8 weeks, on the user's calendar with the subject being anything from "A meeting to discuss your mind-blowing beautimousness" to promotional messages. This more intimate interaction with customers is an opportunity for Burt’s Bees to learn about customers. “We consider ourselves students of the digital space, so while we’re always testing new tactics to drive conversation and engagement, we’re also always learning,” Lauren Aplin, global marketing manager, told Entrepreneur.com.

Read more at Entrepreneur

Why marketers must get visual

Marketing isn't just about choosing the right words anymore — it's about creating a visual experience that engages people. Just look to the number of Instagram users, which has reached 200 million monthly. "The power of visuals in marketing and advertising is not the future, it is the present," writes Steve Olenski, senior content strategist at Responsys. Customers don’t just want visuals baked into their experience with a brand, they’re demanding it.

Read more at Forbes

4 steps to make the most of customer data

After marketers collect data, they must make sure it’s clean in order to discover actionable insights. Here are four must-dos for companies to make the most of data:

  1. Make sure the marketing and sales teams care about the same data
  2. Keep accurate, updated information about the company and customers
  3. Address why customers are unsubscribing from emails
  4. Set goals for customer engagement on all channels

Read more at It’s All About Revenue

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