Tag: digital marketing

  • No Such Thing As A “CRM Campaign”

    No Such Thing As A “CRM Campaign”

      I recently published an article on AdExchanger on why CRM was way beyond just a technology or a channel. In fact, I strongly question if CRM is even a capability that can be boxed into any single bucket — Consumer Relationship is an objective and if you do the right things, it’s an outcome. […]

  • Digital transformation in healthcare: 5 areas of immediate growth

    As published by VisionCritical Customer Experience on their blog post:   In the last few years, healthcare has been trying to join other industries in the quest to deliver a better customer experience. The industry has been bringing a fundamental shift from volume to value of care. The evolution in data, mobile and cloud technologies […]

  • Forbes – The Act Of Convergence: How Marketing And Technology Are Connecting The Dots In Healthcare Today

    Forbes – The Act Of Convergence: How Marketing And Technology Are Connecting The Dots In Healthcare Today

    As published on Forbes by Patrick Spenner – I enjoyed my discussion with Patrick as we discussed the transformation in healthcare at the intersection of marketing, technology and data; bringing a fundamental shift from volume of care to value of care. Here is a transcript, take a read: I recently sat down with Mayur Gupta, […]

  • AdExchanger – Consumers Spark Data-Driven Digital Transformation Within Health Care

    As originally published on AdExchanger on March 1st, 2016 In a digital world where the process of innovation has become a commodity, driverless smart cars, personal drones and one-click purchasing have become part of our daily lives. Yet health care, an industry that touches and impacts everyone’s life, has lacked the same innovation or disruption, […]

  • Interview with Mayur Gupta, SVP, Head of Digital – Healthgrades

    Interview with Mayur Gupta, SVP, Head of Digital – Healthgrades

    As published on MartechAdvisor on Feb 10th, 2016 by Ankush Gupta   1. Could you tell me a little about your background and how you came to be the SVP, Head of Digital at Healthgrades?  It’s been an interesting journey full of mistakes, lessons learned and several twists & turns. I started off as a […]

  • Huffington Post – The 5 Cs of Digital Marketing

    Huffington Post – The 5 Cs of Digital Marketing

    Originally published by Vala Afshar on Huffington Post As written by Vala in his column: One of my favorite digital marketing thought leaders is Gartner research vice president Jake Sorofman – follow Jake on Twitter at @jakesorofman. Sorofman recently wrote a post titled “The ABCs of Digital Marketing” where he used the entire alphabet (excluding […]

  • The Rise of the Chief Marketing Technologist – HBR

    View the original post on HBR – The Rise of the Chief Marketing Technologist. Here is a quick peek: A transformation is occurring within companies as marketing is rapidly becoming one of the most technology-dependent functions. Gartner predicts that by 2017 chief marketing officers will have a bigger technology budget than chief information officers. At […]

  • CMSWire – Fragmentation Is Holding Marketing Back

    In one of my recent posts on CMSWire, I shared some of the key “FRAGMENTATION” challenges holding brands back from achieving the ultimate omni-channel consumer experience and possible areas of “CONVERGENCE” needed to overcome the gaps. Take a read: What do omnichannel marketing and winning a Formula One race on flat tires have in common? Simple […]

  • MobileMarketer – Building brands in a digital world requires versatile specialists

    Originally published by Lauren Johnson March 6, 2014 Kimberly-Clark’s products SAN ANTONIO, TX – A Kimberly-Clark executive at eTail West 2014 discussed a series of digital trends that are moving conventional marketing skills to include a comprehensive understanding of creative, strategy and finance. The CPG brand executive laid out the trends in the “Driving Business Strategies […]

  • The New CRM: Content Relationship Marketing

    Advances in technology, particularly mobile, provide companies with expanding platforms to reach their target customers. Smartphones, tablets and desktop computers can extend audience reach, but is the content shared through these vehicles resonating with your intended audience? Is it building and/or maintaining relationships? Does it provide a third-party view of your organization?  According to an About.com survey, 84% of respondents felt that brands need to prove they are trustworthy before they would interact with them. The survey further states that elements like accuracy, expertise and transparency were critical to establishing this trust.  How do you create content that strengthens customer trust and loyalty? Here are a few tips to showcase your company so that customers better connect with your brand: Reviews – Client testimonials give insight into the company, from the quality of the product to the level of customer service. The more positive reviews that accumulate, the greater the regard for the brand. Even reviews through social media platforms, such as Facebook likes, are a way for customers to see that companies are revered and engaged with their audience.  Social – Social media networks are growing just as fast as the number of mobile devices. Businesses need to ensure that the content or customer service support they share through these channels will be interesting and/or helpful to their clients. The same goes for other marketing emails or correspondence with customers. Consider where your clients are in the product/service process (e.g., new client, long-standing customer) and tailor the message accordingly to reach all levels.  Video – A short, good-quality video can enhance a company’s level of transparency and showcase its expertise in customer service or product demonstrations. Video is the next best thing to face-to-face communication and can leave customers with a real personal connection and feel for the company’s character.  Recognition – Third-party acknowledgments like awards, memberships or special certificates show a company’s leadership and strength in the field. Who wouldn’t want to work with a business that has been recognized for their exemplary customer service or product development?  Panels and PR – Speaking engagements and media mentions exhibit your company’s experience and leadership. By providing media commentary, partaking in industry panels or lending expertise to a how-to/best practices webinar, customers become more familiar with your business and are more likely to use your product or service.  Consumers are not only savvier when it comes to technology, but they are also well-equipped to look for background information on companies. They may be wary of businesses without reviews, videos, media coverage or social media pages, so it’s more important than ever to engage customers using these tools.   It’s also essential to reward your ingenious clients throughout the customer-relationship building process. Coupon codes and special offers and discounts go a long way when customers are drawing comparisons between various vendors. Wouldn’t you be more likely to choose a quality product or service you could purchase at a reduced rate?  Content is definitely still king, but a coupon code certainly never hurts.