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March 29, 2016
DTC Perspectives

The Next Generation of Multi-Channel Marketing

Healthcare is the most personal of categories, and the micro-/macro-economic benefits of addressing individual patient needs and barriers at population-level scale are huge. Digital marketers from the early 2000s will remember the earliest pushes into personalization – most efforts were not successful. But a lot has changed, especially in the past year.
Topics: Health
March 29, 2016
Hotel Business Review

5 Tips for Driving More Digital Bookings

Travel industry marketers are setting their sites on the customer, following in the steps of other industries such as retail and using digital platforms to strategically target and message across the customer journey. The advances in customer experience we see today are the result of platform and technology availability.
Author: Matt Naeger
March 23, 2016
The Financial Brand

Targeting Millennials: Are They The New Baby Boomers?

Their needs and priorities for financial services differ significantly from other, older generations. However, you have to ask: Are their needs driven by a true generational difference, or simply by the current life stage that they are in? Can we not learn past lessons — particularly around financial services needs — from the folks who were 18-34 thirty years ago?
Author: Dawn deClouet
March 22, 2016
The Huffington Post

Interactive Insight: What to Do When Behavioral Data Gets Weird

Close your eyes for a minute. Envision the future along with me. A time-traveling Delorean screeches to a stop on a tree-lined suburban street. Our hero turns to the insane scientist in the driver’s seat and asks him a question about measuring user behavior on their latest campaign microsite. The insane scientist flips down his shades and deadpans:
March 21, 2016
Non Profit Pro

Politics and Charitable Giving (Do Go Together)

With the presidential election fewer than eight months away, fundraisers, once again, are faced with the uncertainty of whether political giving this year will impact contributions to their respective organizations.
Topics: Nonprofit
March 07, 2016
The Huffington Post

The Who, What, When, Why, Where, and How of Personalization

In the context of marketing, you could say, "personalization is the process by which marketing delivers personalized experiences (to consumer and prospect) so as to engage and guide each individual through a set of predefined interactions and conversions." The goal, like all marketing programs, would be to drive an incremental benefit to the company.
March 03, 2016
Search Engine Land

How New & Existing Customers Interact With Your Paid Search Ads Differently

Analyzing paid search orders based on whether they were placed by new-to-file or return customers can be a valuable exercise in determining how different areas of an account help drive new buyers to your site or aid in customer retention. Beyond that, it can also give you some insight into how searchers behave when clicking on ads and how brand recognition impacts decisions made on the SERP.
Author: Andy Taylor