The From Line
Sending, Managing & Monetizing Email
Say goodbye to the days of needing a routing number or credit card to pay a store or vendor electronically. Say hello to a real game changer in electronic payments that combines mobile email, SMS and QR codes. Big banks are partnering to allow phone-to-phone, bank-to-bank payments.
Read more to learn what this means for merchants, e-tailers and marketers...
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Marketing Trends & Takeaways
Consumers Demand (& Win) In-Box Overhauls
Here Come the Opportunities for Marketers...
Web-based email has recently experienced a wave of changes, aligning with consumer expectations for several things -- improved user interfaces, seamless integration with everyday needs and an upgraded approach to in-box control.
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Marketing Trend:
Social media sharing has given marketers a treasure chest of insight into customer opinions and discussions. But tools that measure social media sentiment have their limits. The human element, such as the use of slang, can throw off reports.
This week's trend discusses better ways to be engaging while gaining feedback and valuable marketing data.
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Content Development:
Why it's more important to marketers than ever before
This week we discuss one of the biggest marketing trends that will continue to grow in importance throughout the year -- and decade. Content development is here to stay. Click "continue reading" to read this week's Trends and Takeaways from Gold Lasso.
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Trend:
The trend of using “Social CRM” for marketing is probably more myth than reality. People are talking about rounding out customer profiles with social data, but is anything actually happening to prove ROI?
Social media management tools can be useful at managing outbound messages, and deferring inbound messages to customer service. Social media management tools can be useful at managing outbound messages, and deferring inbound messages to customer service. These tools are available for free (Tweetdeck, Hootsuite, Gist) or via subscription (Sprout Social, Involver, Vitrue).
What’s emerging now is the belief that marketers, not customer service reps, need to capture as much publicly-available social data on their customers and dump it into their databases. But the value is still TBD. And as online privacy issues continue to take shape, thus limiting easily-accessible social data, can simply knowing that a customer is on Facebook help to effectively engage prospects in a real way?
TAKEAWAY
“Social CRM” might be just a case of “all sizzle and no steak.” In other words, marketers have convinced other marketers they need the stuff, but there isn’t much substance.
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