Archive for Kristin Hambelton

Three Steps to Optimize Campaigns Through Marketing Analytics

Posted by Kristin Hambelton on July 9th, 2013 at 8:33 am

As data continues to grow at a rapid pace, brands are collecting more information from customer interactions across multiple channels.  Because of this, marketing departments are putting a strong emphasis on analyzing this data to obtain value from the wealth of data at their disposal, which helps marketers make better decisions.  In fact, Gartner reported that companies are spending an average of 21 percent of their marketing budgets on analytics.  While this data can be used and analyzed to help personalize customer offers, marketers should also be utilizing it to measure the effectiveness of their marketing efforts to improve future campaigns.

How to Gain Real Value from Social Media Marketing

Posted by Kristin Hambelton on March 27th, 2013 at 12:47 pm

Social media will continue to be a prominent channel for marketing in 2013. It has forever changed the way brands interact with customers and prospects. While the majority of marketers are utilizing social media as a key communication channel, there are still a lot of question marks about the true value of marketing through social forums. Marketers need to change their mindset about how to use and derive value from these newer channels and eventually maximize the revenue potential of these captive audiences.
When marketers post a campaign to Facebook they may ask, how many likes will this drive or how many users will view this? Those aren’t necessarily the right questions as it relates to social media. These forums are different than other forms of communication and marketers need to start looking at the big picture. Social media is part of the consumers’ daily life, with over 1 billion Facebook users, reaching a vast amount of consumers through a forum they use nearly every day has a special value.
A recent survey found that 62 percent of marketers are leveraging social media profile data (e.g., profile ID, likes, and, interests). Yet, many marketers need to effectively leverage this profile data across... Read more

Make Your List and Check it Twice: 5 Steps to Executing a Successful Digital Marketing Campaign (Any Time of Year)

Posted by Kristin Hambelton on December 10th, 2012 at 7:38 am

Today’s digital marketers have a wealth of channels and data sources at their fingertips, ripe for creating and executing that engage customers and prospects. As we look ahead to 2013, here are 5 best practice tips for executing successful digital marketing campaigns.

It’s the Business Objective, Stupid! Delivering Results Using Social and Mobile

Posted by Kristin Hambelton on October 31st, 2012 at 1:20 pm

There is a lot of hype around mobile and social marketing. Nearly every day, marketers hear about, talk about or read about the importance of mobile and social as part of an effective marketing mix. But how and where to get started still remain open questions for many of today’s marketers.

Zero-Segment Marketing: Splitting hairs to deliver on 1-to-1 customer engagement

Posted by Kristin Hambelton on September 27th, 2012 at 4:52 am

New channels and communication paradigms have stretched segmentation models to the breaking point. To drive customer engagement and business results, marketers must embrace Zero-Segment Marketing. Eliminating one of the last remaining obstacles to true 1-to-1 marketing, Zero-Segment Marketing discards traditional segments, creating an environment where offer targeting is defined by the individual.