If you neglect your Facebook Pages, they will die. If you use Facebook, you’ve probably stumbled upon a company’s page with no conversations going on and no recent posts. I’m guessing you didn’t click “Like” on that page. An unattended Facebook Page leaves a negative impression of the company — don’t let yours fall by the wayside.
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August 28, 2010
August 21, 2010
New Metrics to Track Your Email Program’s Performance
The usual email marketing metrics have long been benchmarked and trended — delivery, open and click rates in particular. Clearly, other metrics make the short list on a lot of marketing managers’ dashboards, too, including conversion rate, unsubscribe rate and click-to-open rate.
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Marketers Still Sending High Volume of Email to non-Responsive (non-existent?) Customers
A majority of email marketers responding to a recent survey said they sent email at a high-frequency pace for a 19-month period despite a total lack of response from subscribers (i.e., no opens, clicks or purchases).
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Recipe for Email Marketing Success is a Blended Mix
An increasing number of consumers want marketers to know what types of offers they like, whether they're a new or returning customer, their communication preferences, and shopping habits. In fact, 64 percent of consumers want marketers to know what types of products or services they're interested in.
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August 4, 2010
Clouds, big data, and smart assets: Ten tech-enabled business trends to watch
Advancing technologies and their swift adoption are upending traditional business models. Senior executives need to think strategically about how to prepare their organizations for the challenging new environment.
Two-and-a-half years ago, we described eight technology-enabled business trends that were profoundly reshaping strategy across a wide swath of industries. We showed how the combined effects of emerging Internet technologies, increased computing power, and fast, pervasive digital communications were spawning new ways to manage talent and assets as well as new thinking about organizational structures.
Since then, the technology landscape has continued to evolve rapidly. Facebook, in just over two short years, has quintupled in size to a network that touches more than 500 million users. More than 4 billion people around the world now use cell phones, and for 450 million of those people the Web is a fully mobile experience. The ways information technologies are deployed are changing too, as new developments such as virtualization and cloud computing reallocate technology costs and usage patterns while creating new ways for individuals to consume goods and services and for entrepreneurs and enterprises to dream up viable business models. The dizzying pace of change has affected our original eight trends, which have continued to spread (though often at a more rapid pace than we anticipated), morph in unexpected ways, and grow in number to an even ten.2
The rapidly shifting technology environment raises serious questions for executives about how to help their companies capitalize on the transformation under way. Exploiting these trends typically doesn’t fall to any one executive—and as change accelerates, the odds of missing a beat rise significantly. For senior executives, therefore, merely understanding the ten trends outlined here isn’t enough. They also need to think strategically about how to adapt management and organizational structures to meet these new demands.
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