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PHOTO: Adobe In marketing, efficiency may involve increasing conversion rates while reducing the costs of acquisition, whereas effectiveness may involve supporting a wider range of marketing objectives while contributing to the greater good and ROI of the organization. While each goal is not mutually exclusive of the other, where do marketers draw the line between efficiency and effectiveness? What Do We Mean By Efficiency and Effectiveness? The first obvious question is, what is meant by efficiency, in relation to marketing? The adjective efficient means, quite simply, “achieving maxi...

Data is coming in from different channels, mobile devices, IoT devices, to the point where it is often overwhelming. With so much data being produced and accumulated every minute, brands can begin to drown in data. That said, not all data is valuable or actionable, so brands need to be able to discern which is which. “Enterprises are not drowning in data because of its depths, they are drowning because they don’t know how to swim. Too often organizations approach their analytics blindly, sifting through mountains of data hoping to find gems,” explained George Kobakhidze, enter...

PHOTO: Adobe A positive emotional connection that customers experience with brands stays with them and increases loyalty and engagement. By improving the human connection in an increasingly digital world, brands can strengthen the emotional connection they have with their customers. This article will take a look at the ways brands can improve the human element of the largely digital customer experience. Digital if You Do, Digital if You Don’t A Gallup report from 2019 on humanizing CX stated that “customers will experience less brick and more click,” and they couldn’t hav...