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Why Inbound Marketing Needs Data To Shine Like A Diamond

I’ve been doing marketing for my entire professional career. For context: We’re looking at about 30 years of marketing strategy and tactics.

It wasn't until the last five years that I’ve actually had any real data to help drive the marketing we're doing, and that’s only with the introduction of inbound marketing.

So, how do inbound and data fit so nicely together? The answer lies in the actual inbound methodology. Even Reality Marketing (the strategy methodology that Square 2 Marketing created back in 2003) highlights the importance of quantifying EVERYTHING you’re doing in the area of sales and marketing. Inbound marries the tactics with the data.

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Big Data, Small Biz: A Match Made For Retail

The Four Fundamentals Every Retail Business Owner Must Know

"I'm a small business, so I can't utilize big data." It's one of the biggest misconceptions in the small business market. The problem with such a grave misunderstanding is that it's obstructing a lot of opportunity. Big data marketing helps the little guys just as much as – if not more than – it does the big ones, and nowhere is this more obvious than in the retail sector.

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Big Data Is Creepy – But Not For Small Businesses

Ever made a one-off purchase? We all have – a random gift for a friend or a product we'll only need once in a blue moon. Despite this limited need, you're subjected to a seemingly never-ending deluge of ads targeted to that purchase.

When they were new, targeted ads were interesting. But now, they border on creepy: Firms are grasping at straws in an attempt to build a lasting connection with customers, and they come across as intrusive. Worse, your customers feel as though you're only interested in their money, defining them only by their purchases.

Here's how small businesses should use the benefits of big data marketing to deliver an experience that's helpful, but not overbearing, and one that improves the way your business runs. 

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