Targeted Advertising in Magazine Markets and the Advent of the Internet

| June 27, 2016

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This paper examines how the ability of media firms to engage in targeted advertising has changed with increased competition from online channels.

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Accenture Interactive

Accenture Interactive helps clients create the best customer experiences on the planet, across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win.

OTHER ARTICLES

How ABM Does the Better Job for Your Demand Gen Funnel

Article | March 23, 2020

Account-based marketing (ABM) is no longer a new concept to B2B companies. It’s effectiveness as a marketing strategy has seen it gain traction among businesses in recent times, and managed cloud software companies have not been left behind. Generally, businesses that embrace the ABM approach treat their customers or prospects as individual markets not one huge audience. This highly targeted and personal strategy means that B2B companies can focus entirely on their customers and proceed to customize their marketing efforts including content creation with them in mind. In most cases, the returns from ABM campaigns are amazing. Data from ITSMA shows 85% of B2B marketers report that ABM outcomes superceed the investments they put in other marketing initiatives. But for managed cloud software companies seeking to boost their demand generation funnel, how can ABM help?

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Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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How Intent Driven Campaigns Generates Top of The Funnel Leads?

Article | March 9, 2020

If your marketing team is still engaged in spray and pray marketing, consider these remarks from Sarah Mayer, Senior Marketing Ops Manger at MarcomCentral. What’s did Sarah Meyer and her team do differently? They started running intent driven marketing campaigns. Intent data points directly at what consumers want. It is behavior data that gives out signals on where prospective customers are in their buying journey. Harnessing intent data allows marketers to personalize their selling approach and messaging. In addition, intent data ensures ad spending is directed at targets with the highest likelihood of making a purchase. Without intent data, b2b marketing is all about guessing, and blindly targeting anyone who makes any sort of interaction with your brand, with generic marketing campaigns and ads that are likely to be ignored.

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3 Crowd-Pleasing Recipes for Customer Retention with ABM

Article | February 20, 2020

When you give customers a great experience, chances are they’ll keep coming back for more. Today’s top CMOs know customer experience and customer retention are interlinked: they’re crucial ingredients in the recipe for business success. In fact, just a 5% increase in customer retention can increase profits between 25% and 125%. In recent years, account-based marketing (ABM) has emerged as an effective way to engage and retain customers from high-value accounts. A good ABM strategy is like a recipe it requires a set of great ingredients and well-timed actions to really work. That’s why our partners at Terminus whipped up a set of ABM recipes to help you delight your accounts. A number of these recipes call for marketing automation as a key ingredient to manage email campaigns, automate lead follow up, and more.

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Accenture Interactive

Accenture Interactive helps clients create the best customer experiences on the planet, across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win.

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