Traditional marketing monitoring techniques, such as unique phone numbers and coupon codes, are becoming less efficient. With stronger privacy restrictions and customers obtaining greater control over their data, marketers have shifted to digital attribution via pixel-based tracking. However, by focusing solely on the last interaction before conversion, this strategy fails to consider the entire customer experience. To better evaluate marketing impact, it’s vital to distinguish between attribution and measurement. Limitations of digital attribution Digital attribution entails giving credit to specific touchpoints, usually focused on the last engagement before conversion. However, this simplifies......
Continue Reading
We know that martech and demand generation tactics work best to get prospects interested when the brand is already well known. So why don’t we always use those strategies on customers who already know our company better? Many marketing teams miss the chance to connect customers and upsell by using tried-and-true prospecting methods that are based on data. Market to customers and find new customers are not the same thing. But some ways of marketing can help bring in more customers and keep the ones you have. Some content that is made......
Continue Reading