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3 Welcome Message Tips

Posted by Jessica Noonan on March 21

In my four-part blog series, “Getting Down and Dirty with Lifecycle Campaigns,” I will examine four different stages of marketing campaigns and help you determine how to leverage your program to get the best results. Today’s topic: Welcome messages.

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Topics: Email Marketing, Brand Strategy, Marketing Strategy

The Value of Advanced Data Modeling: Seven Best Practices for Improving Marketing ROI

Posted by Patricia Tice on March 16

Thank you to all who registered and joined the recent webinar, “Driving Marketing Value Through Advanced Data Modeling,” which was hosted by The Relevancy Group and sponsored by Zeta Interactive. If you weren’t able to join, here is a little recap.

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Topics: Email Marketing, Brand Strategy, Marketing Strategy

Seven Takeaways from CRMC 2014

Posted by Shane Cough on June 14

The Customer Relationship Management Conference (CRMC) on June 4-6 in Chicago brought retail CRM professionals together to share their Marketing and CRM strategies, ideas, and challenges. Feature presentations focused on how retailers take advantage of big data and social media to engage and captivate customers. Zeta Interactive was there to meet retail marketers to better understand their needs, share expertise, and offer solutions.

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Topics: Brand Strategy

Start Leveraging Your Exclusive Brand To Fuel Advocacy and Activate Loyal Fans

Posted by Roy DeYoung on March 20

I’m a big fan of San Pellegrino and especially love their Limonata and Aranciata soft-drinks. These drinks are unique and unparalleled in flavor as well as their packaging. They are not sugar-laden libations for kids, but have distinct tangy orange and lemon zest flavors, which appeal to adult palettes. The overall visual branding, which includes a beautifully designed tinfoil top that is peeled back to expose the flip tab, gives one a sense of being part of an exclusive Italian taste experience.

From a marketing perspective, however, I’m surprised by the lack of interaction this brand has with their customers and advocates. I reasoned that it’s just one of those instances where they want to stay scarce to fuel the mystique and cool-factor around the brand. This notion proved wrong though after reading that Nestle, their parent company, in the 2010 Annual report stated the following goals: “increase customer communication, differentiate our brands, commitment to shareholder value.” Other cool Italian products, like Peroni Beer, successfully manage their brand uniqueness and are actively keeping their brand top-of-mind, especially on Facebook.

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Topics: Brand Strategy

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