How to Unsuck at Personalization in Marketing


Regardless of the channels, many businesses still suck at personalization. Here’s why and how to unsuck.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

customer disconnect

The road to purchase consists of a multitude of touchpoints. Why marketers fail to keep up with consumers.

From Conversation Company to Optimization Organization

optimization organization

Businesses should take their social activities further and move from being a conversation company to an optimization organization.

Gartner: the Growing Role of the Social Customer Experience


Providing great customer experiences and optimizing touchpoints in a consistent way equals successful marketing. It’s as simple as that. We are shifting to a more customer-centric marketing view. In the age of the connected and empowered consumer, providing relevant information and engaging in a mutually valuable way, is a must. Furthermore, the economic downturn, has [...]

Optimize: a Holistic View of Content and Marketing Optimization

Optimize by Lee Odden

Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. In an interview, Lee outlines some key takeaways of his book, that is yet another appeal for a more customer-centric and holistic (digital) marketing approach, this time around content marketing, social media and search [...]

Always Be Optimizing: Don’t Forget Your Digital Marketing Crew

Always be optimizing

‘Always be closing’ has been the most famous sales phrase for decades. ‘Always be optimizing & improving’ should be more than a mantra for customer-centric marketers, they should show it by properly supporting their digital marketing teams. Integrated, customer-centric and cross-channel touchpoint marketing is about optimizing each contact moment. Furthermore, each touchpoint in the customer [...]

Customer-Centric Marketing: Optimize and Integrate

Customer centric marketing

Have you noticed? Since the beginning of this year bloggers, experts, research companies and marketers are increasingly talking about cross-channel or channel-agnostic and customer-centric marketing. Finally. What we’ve always called integrated (touchpoint) marketing is back. Social media pundits tackle topics such as conversion and cross-channel strategies. SEO experts say search should be seen in an [...]

Conversion Optimization Starts in the SERPs – and it never ends

Joost de Valk at the Conversionation Conference Antwerp 2011

  After his keynote on content marketing at our first Fusion Marketing Experience conference last Spring, Joost de Valk (@yoast) gave the attendees of the second edition in Antwerp this month a crash course in how conversion optimization starts in the search engine result pages (SERPs). We often forget it but the ways our businesses [...]