What Does it Mean to Personalize? The practice of personalization in digital marketing occurs when companies tailor their advertising to fit individual consumers, creating content that reflects the unique preferences of the people being addressed. This not only encourages positive buying experiences, but also demonstrates companies’ adeptness at understanding what customers truly want and …
Defining Customer Experience Customer experience, also referred to as CX, encompasses all of the interactions people have with a company, from their first impressions to, hopefully, their continued return as loyal customers. As CEO of Eclipse Technologies, Dave Dyson explains: “Customer experience is how a customer feels about the sum of their interactions with …
What is a Strategic Planning Process? A strategic planning process is a tool that a company can use in order to determine the direction of its marketing efforts, assessing the current situation, and making projections for the future. It provides a way of establishing its values, vision and mission, while correlating long-term goals with …
What Is a Marketing Environment? A marketing environment is the sum total of the different components that make up a company’s marketing activities, encompassing all the elements that drive and impact that area of its operation. A company needs to be constantly in touch with its marketing environment, identifying potential opportunities—or challenges—in order to …
How Do Supply Chains Function? Supply chains are networks spanning a spectrum that run the entire gamut of the production and marketing of goods. Every person, organization, action, and resource involved in the process becomes a link in this chain. The main elements include: finding raw materials, manufacturing those materials into basic components, using …
What Are Marketing Metrics? The term “marketing metrics” refers to the practice of measuring a company’s progress over time, through monitoring and recording data. Although the actual form these metrics take will depend on the platforms being used, what they all have in common is the goal of tracking successes and failures. It can …
Traditional Marketing Mainstays Simply put, traditional marketing can be defined as any marketing that is not conducted online. Also referred to as offline advertising, traditional marketing encompasses a wide variety of approaches, from coupons and direct mailers to newspaper and magazine ads, television and radio commercials—and even phone calls and text messages—with a number …