While you probably won\u2019t interact with a car salesperson or realtor very frequently, even in these industries, you should continue to build a relationship with your customers.<\/strong> For example, during my time at Toyota, we created several E-newsletters meant to keep the brand in front of the customer during their product lifecycle, which spanned a couple of years.<\/p>\nThe content in these varied based on the type of newsletter. For example, the Hybrid newsletter had owner insights about how to increase your car\u2019s mileage, info about new technologies, stories reinforcing their hybrid purchase decision, and more. While we shared a link in the email to see current sales offers, we placed it below the fold of the e-newsletter to detract the emphasis.<\/p>\n
We found over time that this \u201csee current sales offers\u201d was always a Top 10 link in the email, often outperforming content links. One of the insights this provided was even though we had predictive customer models to understand when they should be in the market, you can\u2019t account for all of the variables that contribute to someone making a purchase decision.<\/strong><\/p>\nWe learned the value of keeping the brand in front of them. In the end, we moved the link above the fold in a future template redesign, and it continued to perform well.<\/p>\n
Conclusion<\/h2>\n
Chasing the trending topics and technologies aren\u2019t a silver bullet for your existing problems. No one knows your marketing struggles better than you.<\/p>\n
And, while the above may not reflect your specific problems, challenge yourself to identify and improve your current solutions in 2020!<\/p>\n","protected":false},"excerpt":{"rendered":"
As we settle into 2020, we take a look at the latest predictions and trends for marketing, and specifically martech, for this year.<\/p>\n","protected":false},"author":222,"featured_media":28563,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1],"tags":[19130],"coauthors":[15595],"acf":[],"publishpress_future_action":{"enabled":false,"date":"2024-07-21 22:34:16","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"_links":{"self":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/posts\/28562"}],"collection":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/users\/222"}],"replies":[{"embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/comments?post=28562"}],"version-history":[{"count":0,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/posts\/28562\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/media\/28563"}],"wp:attachment":[{"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/media?parent=28562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/categories?post=28562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/tags?post=28562"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/centricconsulting.com\/wp-json\/wp\/v2\/coauthors?post=28562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}