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About key-value targeting

Nowhere is this language disconnect more clear than in the dreaded e-word: engagement. According to Google Trends the use of the term in a marketing context has doubled since alongside the rise of social media. Engagement in marketing is very much the language of channels, campaigns and short term activation. It is a proxy signal for people interacting with communications material online through likes, comments, sharing, clicks etc.

Consider perhaps a profits warning from ASOS below… Here customer engagement is something very different— active customers, average selling price, average basket size, average basket value, order frequency, conversion. This does not mean that social engagement, or channel and brand metrics are not useful.


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This is the value of focusing on value: it aligns. It can also help bridge the gap between the desire for short-term, immediate sales activity and the correct strategies to drive long-term revenue and profit growth.

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But talking about value is nothing without credible evidence for our decisions. It must work in close parallel with marketing measurement rooted in effectiveness before, during and after activity, not a list of KPIs as the last slide of a deck.

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David Carr djc Tweet This. It is the customer who determines what a business is.

Continue the discussion. A Map of Amazon and Modern Marketing. David J Carr. Put the IoT down and back away from the fridge. Hackernoon Newsletter curates great stories by real tech professionals Get solid gold sent to your inbox. Every week! Jeff Higgins Sep BlockEx Jun Beyond cryptocurrencies: E-commerce value chain and the blockchain Part One.

Instead, a few expert testimonials make the idea credible. They can even take away the need for you to make any claims—the testimonials can make the claims for you. StudioPress shows well-known people praising their products. Instead, they try to persuade people with general promises, corporate babble, and feature lists.

Or they just ask you to buy before really even telling you what they sell. The headline might not be as creative as many people seem to think is necessary.

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Value Quotes - BrainyQuote

Instead, it gets the job done. The Iconic , an Australian online shoe store, uses the search box to remind people of their big selection. But first you need to figure out what makes you different from your competitors and the best choice for your target customers.

He Doesn’t Value You? The ONLY Way He’ll Ever Change (Matthew Hussey, Get The Guy)

When you start creating or refining your value proposition, the first step is to find the core of it. The core of your value proposition is made up of the ideas that make you clearly the best choice for people. Using them well can make you the market leader; the current leaders got there because they knew how to do it. About the Author: Right now, Peter Sandeen is probably knee-deep in snow he lives in Finland with his wife and dogs. But you can download his 5-step system for finding the core of your value proposition and landing page checklist to improve your conversion rates.

Save my name, email, and website in this browser for the next time I comment. Almost regardless of what you do, you have bigger competitors. Usually, one or two of them are clear market leaders. Instead, they have the best value propositions, and they know how to use them. What makes you valuable?