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The Art Of B2B Marketing For Millennials

Written by Todd Scholl on March 30, 2015

Marketing to the millennial generation is a different ball game in the business-to-business market. This sought-after demographic is outpacing Baby Boomers in spending power and management roles, and are influencing B2B purchasing decisions now more than ever. Studies show that 46 percent of potential buyers researching B2B products are from the millennial generation, up from 27 percent in 2012. In order to capture this population’s attention, B2B marketers must understand how the millennial approaches purchases, what influences him most and what makes him tick.   Millennials pref...

How Wearables Will Shake Up Retail

Written by Todd Scholl on March 23, 2015

The hype around Apple’s upcoming smartwatch launch is infiltrating the masses. Analysts predict consumer spending on wearables will hit an astounding $19 billion by 2018. And that’s just the tip of the iceberg! It’s too soon to tell when wearables will be ready for retailers. However, early adopters of the wearable trend will benefit down the road as the technology gains mainstream adoption. Here are three ways retailers can influence the shopping journey with wearables: Entertain: Brands can ‘gamify’ the shopping journey by creating content similar to mobile app games. While a...

Choosing the Right Tools for the Job

Written by Todd Scholl on March 17, 2015

When looking to improve customer engagement and ROI, businesses must evaluate which tools will do the job best. One wouldn’t use a wrench to hang a painting and the same can be said for business. The retail sector differs greatly from the financial services industry, and one tool may work better for one than the other. The number of solutions and technologies available is enough to overwhelm even the savviest executive, but it doesn’t have to if organizations understand what they want to achieve. Here are just a few of the top business tools to add to your toolbox: Predictive insight...

Finding your style at eTail West 2015 with Certona

Written by April Mazon on February 20, 2015

So you’ve integrated personalization into your e-commerce site; Now what? At eTail West this week, hundreds of e- and multichannel retailers have come together to connect and explore how to take their operations to the next level. The holy grail is omnichannel personalization, which overcomes operational friction and nurtures optimized and personalized customer engagement. In a session titled, “Transforming the Customer Experience with Personalized Interactive Shopping and Other Forward-Thinking Strategies That Inspire and Convert,” Certona CEO, Meyar Sheik introduced our customer R...

Hitting A Home Run In the Athletic Apparel Industry

Written by Todd Scholl on February 16, 2015

The athletic apparel industry is entering a ‘golden age’ in retail. Reports project the global sports market to reach $145 billion in revenue in 2015! This has lead to stiff competition and more options for consumers. What used to be a market dominated by a few heavy-hitters is now full of fashion-forward, hi-tech athletic wear for every sport, athlete and weekend warrior. This is great news for shoppers who are growing more comfortable opening their wallets as the economy improves. It does, however, push brands to rethink their approach and formulate a winning strategy that drives sales a...

The Case For Brick-And-Mortar Retail

Written by Todd Scholl on February 10, 2015

The retail industry is shaking things up this February. So far Staples and Office Depot announced plans to merge, Marie Claire UK announced the publication will launch its own beauty line, and Amazon embarked on its first physical location on a college campus. The forecast is crystal clear: The retail environment is heating up, with the most successful brands advancing their omnichannel approach with a heavy emphasis on online retail. Some experts have gone as far as saying that brick-and-mortar commerce is dead, but this is a bleak and exaggerated expression of what’s really happening in th...

Personalizing Facebook’s Future

Written by Meyar Sheik on February 3, 2015

Taking the personalization page out of the retail playbook, Facebook announced it is enhancing its video advertising with advanced personalization capabilities. According to The Financial Times, Facebook is betting on the popularity of video content and personalization to get a slice of brands’ TV advertising budgets. It’s easy to understand why since the social network could rake in an estimated $1 billion in advertising revenue! The news bodes well for retailers, as personalized content builds brand loyalty and improves consumer engagement on social networks. This is a brilliant move on ...

The New Rules of Customer Engagement for Marketers

Written by Todd Scholl on January 26, 2015

What does it take to stand out in the crowd? Brands often bet on expanding advertisement, promotions or marketing. While each of these elements is integral to any successful campaign, they contribute to a much bigger picture: Customer engagement. Today’s millennial generation responds to deeply personalized, ongoing and meaningful experiences. Marketers must operate under the guise that ‘good enough’ equates to poor customer experiences. Brands must now go above and beyond to build a strong following by meeting consumers where they are, connecting with them how they want and treating the...

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