Another Big Idea for Marketers from Mary Meeker’s 2017 Internet Trends Report (Part 2 of 3)

Venture capitalist Mary Meeker just released her annual review of internet trends, and Signal has distilled her slides into a few big ideas for marketers. You can read about our first big idea here: Customer Conversations Beyond the Keyboard. Our second big idea is: The Intersection of Addressable Advertising and Customer Identity Ownership. What’s happening? …

How to Build Brand Infatuation with Your Customers

Everyone has a favorite brand — those go-to companies that we rely on again and again to find what we want and buy the things we need. We can’t even imagine living without them. Of course, we do business with many brands, not just our favorite ones. Sometimes we’re attracted by an ad or special …

4 Fatal Flaws in Traditional Approaches to Customer Identity Resolution

I overheard the following lament from a B2C marketer the other day: “We want to run more customized ads to our best customers, to make each message they see from us seem more relevant. But onboarding our customer data with multiple vendors is so time-consuming. Plus, the match rates aren’t great, and we don’t get …

Do You Value Customers for a Lifetime or the Life of a Campaign?

New coats in August, sandals in April: American marketing activity and consumer shopping behavior have long been dictated by the calendar. Marketers scheduled campaigns week by week to align with holidays, school schedules and other time-fixed events. But shopping has now joined TV and work in the land of time-shifted behavior.  Consumer shopping habits have …

2 Strategic Imperatives for 2017 Marketing

In 2017, you can’t have a B2C marketing strategy without a marketing technology strategy. And, to be frank, CMOs are hard-pressed to keep up with the demands of their high-tech, high-touch customers: Demands for individually-relevant personalization. Seamless cross-channel experiences. The internet of things. Just to name a few. To deliver on these demands, brands need …

Targeting Generation Z? Get On Board with Esports

Twitch. Esports. LoL. If your brand target includes young men and/or gamers, these terms from the interactive entertainment (video game) industry should already sound familiar. For you, this is a good time to update your knowledge and make sure you’re taking full advantage of the latest opportunities. But if you think LoL is only short …

Why CMOs Ignore Their Most Valuable Asset – And 3 Things They Should Do About It

As a B2C marketer, what would you say is your brand’s most valuable asset? Patented IP? Your beautifully designed and perfectly located physical facilities? Well-trained and highly-motivated employees? How about your customer relationships? Customer relationships can be a brand’s most valuable asset, yet often remain a neglected and underutilized asset. Ecommerce statistics prove the value …

5 Reasons Your Identity Solution Must Move As Fast As Your Customers

The phrase “a seamless, highly-engaging customer experience” is both a dream and a nightmare for today’s B2C marketers. It’s a dream because highly engaged, loyal customers are the high-octane fuel needed to power brand growth. In fact, fully engaged customers are, on average, 52% more valuable than those who are just highly satisfied. To achieve …

3 Ways to Ignite the Spark of Emotional Engagement in Your Customers

Do you want your customers to feel emotionally engaged with your brand? Of course you do. Neuroscientists have proven, through fMRI brain-imaging studies, that emotions have a very strong impact on brand choice. Whether you’re in retail, travel, automotive or some other consumer-facing industry, emotional engagement also plays a critical role in customer retention. But …