You’ll Love These 4 Ways to Use Emotional Marketing to Boost Response

Which do you prefer? Option #1: “You may find this blog post interesting,” or option #2: “This delicious narrative is going to feed your desire for compelling thought leadership in the area of emotional marketing.”

We assume you find option #2 more, shall we say, provocative? It’s a little grandiose for a blog post, we agree, but it gets our point across: lifting a best practice from the emotional marketing playbook can change everything.

There’s a lot of science behind the study of emotive marketing—and some marketers specialize in its application for brand strategy, “scare-vertising,” or to encourage the viral distribution of social content.

All great uses.

But in this discussion, we’re going to start with a more conceptual wide lens and focus in on some proven tactics that canRead more


No Crisis Here: 5 Best Practices for Brand Reputation Marketing

Managing your brand’s reputation takes more than crisis management—it takes reputation marketing. While there’s no doubt an adroit response to a defamatory review or snarky Tweet can work to your advantage, why not let your marketing strategy proactively influence customers’ perception of your brand? Here, we take a closer look at how you can put the power of reputation marketing to work for your company.

Reputation: Customers Make It or Break It, but You Can Shape It
What impacts your brand’s reputation in the marketplace? Maybe the better question is, “what doesn’t?” At a high level, it’s what your customers say. And in today’s digital world, they are most certainly talking. Your prospective customers, employees, and business partners (and let’s face it, everybody else) are listening—and responding accordingly. That’s why you need to help shape the conversation.Read more


How Direct Response Marketing Can Keep Up With Customers’ Liquid Expectations

Customers compare their experiences with your brand to their experiences with Amazon, Disney, and Starbucks, even if you sell insurance, building supplies, or printing services. And you better believe these interactions are shaping their perceptions of your company—and they’re raising the bar for your direct response marketing efforts, too.

It’s Time to Widen Your Competitive Lens
Who’s setting the bar? Not your direct competitors. In fact, your competitors aren’t often who you think they are. Your competitors are also the brands that your customers engage with on a daily basis. That’s right, these include McDonald’s, Google, PetSmart, and Nike; the brands who pour billions of dollars into marketing research, product development, and advertising. And in the process, they’re redefining the customer experience and driving new consumer demands.

Accenture Interactive’s Fjord agency coined the term “liquid expectations” to describe when customer experiences seep over from one industry to an entirely different industry. For example, a customer might compare their easy-breezy coffee shop mobile ordering and checkout experience with their not-quite-as-simple online life insurance quoting and application process. They’re going to find the insurance company experience lacking. They’re going to feel dissatisfied, on some level, and think, “That should have been a whole lot easier!”

While this is clearly an apples-to-oranges comparison, it signals to insurance companies a need to prioritize the customer experience—an experience that’s getting easier everywhere else. It’s an opportunity to rise to consumers’ digital demands and improve the buyer journey, taking cues from how leading consumer brands are delighting their customers.Read more


2018 Direct Response Marketing Trends: The Best of the Best

This isn’t just another “trends to watch” list. We’ve scoured the direct response marketing headlines and assessed the “2018 trends” lists. Combining the trend lists and what we are observing in our daily efforts, we’re going to share what we believe are the trends to watch: the top 5 response-generating practices that we believe are going to make the most impact on in the year ahead.
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3 Ways to Ask for Customer Reviews—and How to Do It Right

Boost sales. Establish credibility. Build trust. Increase brand awareness. Learn more about your customers. What’s the one thing your marketing team can do to accomplish all of these things and more? Leverage customer product and service reviews!

Customer Reviews Matter
As we shared in 5 Reasons Customer Ratings and Reviews Boost Your Sales, 81% of consumers read reviews and check ratings—and customer reviews are tied with family/friends as the most trusted source of information on products and services. In B2B markets, customer reviews are just as powerful. G2 Crowd’s 2018 Benchmark Report: The Impact of Reviews on B2B Buyers and Sellers reveals:

  • 92.4% of B2B buyers are more likely to purchase a product or service if they have been able to read a trusted review about it.
  • 60% of buyers use review sites and 82% find them to be very valuable in their research.
  • And…55% of companies don’t use reviews as part of their marketing mix!

These results may or may not surprise you. Either way, it’s important to know that customer reviews are important—and you’re wise to put them on your radar, especially if your B2C or B2B products and services are purchased or researched online. And let’s face it: what isn’t being at least researched online these days?Read more