Q&AA: Ted Danson is in his good place


Ted Danson has made a career out of being comfortable in his own skin. But a recent interview with Ad Ageranging from his iconic role as Sam Malone on “Cheers” to his current work on “The Good Place” and a slate of new ads for Smirnoffgot him blushing.

“You just caught me watching one of the spots,” he says, after picking up the phone. “It’s always embarrassing when you’re caught watching yourself.”

In the vodka campaign he condenses his wit and charm into bite-sized chunks of six- and 15-second ads, sharing the stage with Jonathan Van Ness of Netflix’s “Queer Eye” and actress and LGBT activist Laverne Cox, among others.

Continue reading at AdAge.com

What is Customer Lifecycle Marketing?

It is evident to most that in order to enjoy recurring sales and keep your customers coming back for more, you need to properly engage them. It also goes without saying that retaining existing customers is far more cost-effective, and generally a lot easier to do, when compared to trying to acquire new ones. Furthermore, many marketing experts believe that customer relationship management is the key to keeping existing clients engaged. However, the relationship component should actually begin when the initial contact with the client takes place; when they are still just a prospective client.

Having a 24/7 proactive approach to your marketing strategy where your digital channels have communications that are integrated will allow your brand to optimally foster relationships with its client base. Here, we will break down what customer lifecycle marketing is and how you can leverage it to retain your customers for life.

 

Creating a Proper Contact Strategy

You should begin by launching an email marketing campaign that is fully automated. Some of the messages you can convey include nurture and welcome messages, or you can try and win-back clients who have left. You can also add ad targeting displays to your strategy, such as Google Ads, and incorporate it into your network re-marketing initiatives.

Moreover, you should include personalization that is on-site. For instance, you can recommend some custom tailored content, offers, or perhaps a new innovative product to maximize conversions. Retargeting on social media should also be a part of your contact strategy; so use all the social platforms that you can (i.e., LinkedIn, Twitter, Instagram, Facebook, Youtube, Pinterest).

The clout of conventional channels should also never be underestimated. As such, you can contact prospects via phone or by direct mail to expand your contact methods.

 

Customer Lifecycle Marketing

Customer lifecycle marketing refers to the newfound interest of companies in customer engagement and customer prospecting, as well as customer retention and conversion. In other words, the marketer will focus keenly on their contact strategy, and integrate all of the marketing communication catalysts at their disposal to support their target customers and prospects. Marketing techniques such as remarketing and personalized messaging — that are engaging and persuasive — are implemented to help guide their clients and prospective clients on their unique road to purchase.

 

The Origin of Lifecycle Marketing

Customer lifecycle marketing was originally coined by the company Infusionsoft — a company that specializes in customer relationship management. It was initially a term devised to help better explain their services.  Interestingly, the concept was meant to help marketing teams create successful marketing strategies that would help them deliver exceptional experiences, increase sales, and entice clients.

The lifecycle component of customer lifecycle marketing goes beyond the rather rudimentary phase of simply trying to convert each contact. Instead, it focuses on a long-term focus on not just acquiring customers, but retaining them for an extended period of time.

 

The Five Stages of Customer Lifecycle Marketing

If we were to break down customer lifecycle marketing into 5 stages or phases it would begin with the acquisition phase. The next stage would focus on prospective clients, while the third would be focused on actually converting prospects into paying customers. Next, we move to retain them, since customer lifecycle marketing focuses on long-term relationships with clients instead of one-off sales. The final stage is the win-back stage, where a win-back program is launched in order to bring back customers who have stopped purchasing your products or using your services.

 

How Different Channels can Be Used Across Multiple Client Stages

Let us begin by focusing on integrated communications mediums in order to generate awareness. Examples may include PR, SEO, TV,  print ads, and social media. Decision content follows, which may include brochures, mobile applications, and websites with responsive web design. Follow-up remarketing comes next, which will likely include display retargeting, email, SMS, and even phone calls. Finally, there are sales channels, which may include phone, mobile and desktop applications and websites but in-store channels as well.

Step one will be implemented in order to stimulate and inspire the buyer by using the aforementioned integrated communication mediums. Step two will focus on helping foster a brand preference in the buyer by focusing on the “look” stage of the buyer’s path to purchase. Here,  interactive brochures, multiple app options, and a highly responsive website will be put into action.

Step three will focus on persuading the customer by reminding and explaining the exciting and useful benefits and features of their products. To do so, they will try and persuade the buyer using automated retargeting, SMS, emails, and automated calling and chatting. Interestingly, stage 4 (sales channels) will also be a part of the third step in the buyer’s journey, and traditional in-store and phone channels, as well as site personalization,  will be launched to do so.

The fourth step will focus on the actual purchase of the product or service in question. Here, the marketing team will facilitate the purchase of the product or service using phone, online, or in-store ordering or purchasing.

Hence, customer lifecycle marketing is not a sprint but a marathon, that involves multiple steps along the way.  Marketers need to understand the client’s journey to purchase in an integrated fashion, from the initial contact step to the customer relationship management step. In other words, it is recommended that you not focus on separate campaigns but instead focus on implementing an always-on marketing strategy that assesses the client’s entire journey over multiple platforms and mediums.

 

Now you know what customer lifecycle marketing entails and how it can greatly benefit your enterprise, by not only fostering a great brand reputation but also by expanding your customer base; all while keeping existing clients happy and engaged with your corporate messaging.

If you would like to learn more about customer lifecycle marketing contact TechWyse, one of the largest internet marketing agencies in Canada, here.

The post What is Customer Lifecycle Marketing? appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

VML London hires four senior women, The One Club goes international


VML London has hired Senior Creative Team Eve Kemanes and Andreea Nedelcu, Senior Copywriter Paula Hochberg and Senior Designer Athina Collaro, bringing the office’s creative department to 64 percent female. Kemanes has worked for agencies including Ogilvy, VCCP and Digitas. Nedelcu trained at Miami Ad School Europe and worked for Leo Burnett, JWT and Jung von Matt. Hochberg most recently worked at Senora Rushmore in Madrid. Collaro has worked at companies including Jo Malone, Avon, Hunter Boot and GlossyBox.

Continue reading at AdAge.com

Levi’s promotes the vote in new campaign


Levi’s is going all in to get voters out — casting their ballots on Election Day. Ahead of National Voter Registration Day on Sept. 25, the 165-year-old denim brand is debuting a new TV spot encouraging voting. It will also host voter registration booths in select stores and sell a limited edition “Vote” T-shirt.

The Levi’s push is a concerted effort from a brand that hasn’t shied away from controversial issues. Earlier this month, Chief Executive Chip Bergh penned a letter in Fortune magazine pledging the brand’s support in ending gun violence. “As a company, we have never been afraid to take an unpopular stand to support a greater good,” Bergh wrote.

Taking a stance on voting could help the San Francisco-based apparel brand connect with younger consumers, experts say. Larry Chiagouris, professor of marketing at Pace University’s Lubin School of Business, notes that voting registration campaigns can help a brand appeal to a certain group of consumers without “antagonizing other segments.” He notes that it’s an issue that appeals to all.

Continue reading at AdAge.com

Snapchat, Amazon team up to form mobile-commerce power duo


Snapchat can now link shoppers directly to Amazon in a partnership that could help upend the mobile commerce space, and take on rivals like Instagram and Pinterest.

Snapchat’s new visual search feature means users can take photos of products out in the world or in stores and be linked directly to Amazon for price comparisons and purchase. Snapchat’s visual search also works by scanning barcodes.

“It’s extremely smart for Snap and a potential first step for Amazon in their quests to be the masters of e-commerce,” says Noah Mallin, head of experience, content and partnerships at Wavemaker. “It’s also a potential disaster for brick-and-mortar retailers who sell products available on Amazon and already have to deal with consumers who research in person and then buy online.”

Continue reading at AdAge.com

We Are Social’s Monday Mashup #415

Facebook Dating wants to find you The One
Facebook has launched its much-anticipated dating service. Although currently only available in Colombia, Facebook is eyeing a global rollout in the not so distant future. The platform is taking more of an OkCupid than Tinder approach to matchmaking, where users answer a series of questions in order to find a match. Seems like Mark Zuckerberg is angling for a few wedding invitations, if you ask me…

ACLU accuses Facebook of job ad gender discrimination
The ACLU (American Civil Liberties Union) has submitted a complaint alleging that Facebook’s advertising system allows employers to target job ads based on gender. This practice is illegal, however Facebook claims that while one advertisement in isolation may be targeting men, there may well be another ad targeting women. Facebook is currently compiling data to defend its practices.

Instagram’s Explore gets new shopping tab
As we look forward to Instagram releasing its standalone shopping app, the platform is bringing more commerce options into its flagship platform. Users can browse and buy products in their Explore tab, plus sellers will be able to add shoppable stickers to their Stories. Brands are engaging more and more through Instagram with their audiences, so it makes sense for the platform to offer more options for traders. Tell that to my wallet, why don’t you.

You can now send GIFs in Instagram Direct Messages
Instagram has introduced GIFs to its messaging platform only mere years after adding GIFs into DMs became the hottest way for younger audiences to chat online. Users can now browse trending GIFs or search by keyword and send in both one-on-one and group chats. Because if you can’t say it with a GIF, why say it at all?

Get your passports ready, Instagram is setting up geographical borders
Instagram is reportedly testing a geofencing feature for Posts and Stories where users can select specific countries they want their content to be shown in. Twitter and Facebook already have similar features, and it’s bound to be a big change for brands. As they will now be able to limit content with restricted rights in certain countries, as well as target content more efficiently. Instagram hasn’t yet announced when the feature will be rolled out.

Are we FINALLY getting an Instagram repost feature?
Have our prayers for a native reposting function on the ‘gram finally been answered? The platform has teased that it is now testing a “seamless sharing” function, where a “share to feed” option will appear at the top-right of every post. We don’t yet know when we’ll be seeing the new feature, but it’s just good to know that there’s someone up there in the digital clouds listening to us.

The time has come to beat Twitter’s algorithm
Since Twitter introduced its default algorithmic model in 2016, some users have been calling for a way to have more control over their feeds. Now, when users on the platform uncheck the settings box reading ‘show the best tweets first’, their timeline will revert to a reverse-chronological order. Twitter has stated that it wants users to be able to switch easily between timeline settings in order to make sure that they are seeing content in an order that most suits them. Introducing algorithms to social media feeds has been contested amongst users – the Instagram update in 2016 came under a lot of criticism – so it will be interesting to see whether other platforms reconsider how they feed users their content.

YouTube integrates gaming into the main website
YouTube has admitted that its venture into a separate gaming app has not been as successful as it could have been and is integrating gaming into the main website. YouTube Gaming will now show up as a tab on the left-hand side of the platform’s main page and will include carousels of recommended content, popular videos and live streams. The change is an effort on the part of YouTube to show the gaming community how much the platform values them, and that it wants gaming to be a big part of the site.

Pinterest’s ‘Shop the Look’ isn’t just for the big-wigs anymore
Pinterest’s feature that allowed users to tap on an item to learn more about a product and be directed to a purchase page has, until now, only been available for large companies. However, the platform has announced that now small-to-medium sized businesses can use Shop the Look pins to market their products with a self-serve tagging tool. This self-serve tool means that not only is the feature more widely available, but it’s also easier to use.

The post We Are Social’s Monday Mashup #415 appeared first on We Are Social UK.

Watch the newest ads on TV from FedEx, Levi’s, T-Mobile and more


Every weekday we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. The ads here ran on national TV for the first time over the weekend.

A few highlights: Papa John’s serves up a fresh 30-second cut of an ad in which its diverse employeesas opposed to its controversial, now-departed founder and CEO John Schnattertalk up the pizza chain. (Ad Age’s Jessica Wohl gave the backstory on the campaign and shared a 60-second web version last week: “Papa John’s ad puts real employees to work repairing its brand”). Levi’s also offers a diversity-themed commercial that encourages viewers to head to the polls in November (“It’s your voice, it’s your vote”). And FedEx presents a cinematic period piece of an ad that dives into the history behind a treasured family photo (one that, in present day, gets shipped by FedEx).

Continue reading at AdAge.com

Study: Women rank better than men at these leadership traits

Almost half of respondents said women in business were better at creating a safe and respectful workplace.

A new Pew study tells us something we already know here at Fast Company: Women make good leaders! In fact, they actually rank higher than men do for a number of leadership traits, according to the study—though you wouldn’t know it from their paltry representation in leadership roles.

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