Recently, I argued that firms need to concentrate more effort (and money) on top of the funnel marketing and metrics need to reflect the new priorities of measuring the success of actions aimed at the top of the marketing funnel. Today, I’d like to expand on that by discussing the customer journey and how to develop a customer journey map that optimizes performance across the entire conversion process from beginning to end.

How customer journey differs from the marketing funnel

Marketing funnel

When HBR (Harvard Business Review) asked top marketing firms to assess the relevance of the marketing funnel in today’s digital landscape, they found the problems summarized below:

According to these marketers, the primary problem with the funnel is that the buying process is no longer linear. Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often

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Mercari to run ad following its recent launch of “Goodbye, Hello” brand campaign

Mercari, the online marketplace that connects millions of people across the US to buy and sell items no longer being used, announced that it will run its first-ever ad during Super Bowl LV on 7 February 2021.

This announcement comes after a year of tremendous growth for the resale industry as Americans took to decluttering their homes during the pandemic. Mercari has provided consumers with a safe, contactless way to clean out their homes and pass unused items forward.

The ad, created by Rain the Growth Agency, builds on Mercari’s recently launched “Goodbye, Hello” campaign focusing on the power behind saying “goodbye” to meaningful items and “hello” to new-found treasures.

Each spot in the campaign is set to a fresh rendition of the hit song “Hello, Goodbye” from The Beatles, amplifying the powerful connection between … Read more

In the past year, mission-driven organizations have been forced to adapt and make the shift to a digital-first strategy to raise funds, market their mission, and manage their programs. Nonprofits have continued to carry out their work, make impressive pivots, take big risks, and achieve tremendous results for their communities. 

What is a Digital–First Strategy?

It’s a mindset we see many nonprofits adopting that asks, for every initiative or experience you are working on, “How can we leverage the power of data, technology, and connection online?” You may already be shifting to a digital-first mindset without even realizing it. Have you asked yourself any of these questions? 

  • How do I help my remote, work-from-home staff become stronger collaborators?
  • How do I bring events online and ensure they’re effective?
  • How do I build more personalized relationships with my donors in an all-digital world? 
  • How can I use program data to get
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Credit card fraud can take many forms. For example, a fraudster can steal or find a lost card and then use it to make purchases. They can also card details online by accessing databases or tricking the card owner into clicking on a scam email link. This is known as ‘phishing’.

Another common type of credit card fraud involves a fraudster applying for a credit card in someone else’s name and making lots of purchases before that person discovers the scam.

We’ve put together eight tips to help you keep your finances safe. 

1. Keep your card info private

Don’t share your PIN, login password or personal information with anybody you don’t know. It’s wise to be especially suspicious of emails and phone calls from people who claim they need these details.

If they say they are calling from your bank or credit card company, hang up and contact your … Read more

Google security researchers are warning people to be on the lookout for a squad of sly hackers believed to be North Korean agents.

Like last year’s Twitter VIP account takeovers, the newly discovered hacking campaign, unveiled Monday, shows the effectiveness of so-called social engineering—or good old-fashioned trickery. In this case, the hackers lured victims by presenting themselves, through fake online personas, as friendly computer security pros.

The attackers sought first to establish their reputations. They did this, in part, by uploading doctored YouTube videos of supposed hacks to show off their skills. (“A careful review of the video shows the exploit is fake,” Google researchers noted.) They also blogged about the inner workings of software vulnerabilities, sometimes impersonating legitimate cybersecurity experts in “guest” author posts.

After building credibility, the hackers moved to ensnare their marks. They sent messages to cybersecurity pros using a variety of channels: Twitter, … Read more