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By: Connor Collins

Marketing pioneer John Wanamaker once famously said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” In the multi-channel, digital marketplace, businesses have more opportunities than ever to acquire customers and increase customer lifetime value. While many marketers have email marketing strategies they are missing major opportunities to engage and win customers. By converting your email strategy from a sales pitch to a conversation, you will decrease the cost of customer acquisition and increase lifetime customer value. Measuring email performance can also help you eliminate failure and drive marketing success.

The main purpose of email is to facilitate communication. Retargeting your email strategy towards a conversational format will cultivate familiarity, perception of expertise, and generate goodwill towards your company. It will build a relationship that will enable you to get more out of your consumer, for less. Still, the most common email marketing message is essentially a newspaper ad — throwing out a bunch of popular products and hoping the prospect sees something they like. This ‘spaghetti-to-the-wall method’ works, but not particularly well. According to the ReturnPath summary of 2015 email metrics, only 14% of marketing emails are read by the recipient. The bulk of these messages are ‘spaghetti-to-the-wall’ emails, designed to capture an immediate sale but running the risk of fatiguing customers. …


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By: Corey Bainerman

Feedback is one of the greatest contributors to job satisfaction. As millennials become the largest generation in the workforce, emphasizing professional growth is more important than ever. Forward-thinking organizations address this need by ensuring that managers schedule regular one-on-one feedback meetings with their people. These conversations provide an avenue to discuss aspirations and challenges while promoting professional growth and encourage retention. Follow these tips to help your people get the most out of one-on-one feedback meetings.

Be curious. Take a genuine interest in your employee’s path. Ask questions that will help gain a deeper understanding of their needs and aspirations. …


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By: Brad Simms

I like to read when I can — on airplanes, in coffee shops before meetings, and on weekends. I should read more, but I squeeze it in when I can. This year most of my reading focused on scaling our business while preserving our culture. Yesterday, I turned the page in my current book to find this quote under the chapter heading:

“The main thing is to keep the main thing the main thing.”

It’s a quote from Stephen Covey that I’ve seen before, but seeing it again prompted me to contemplate this oddly worded statement. …


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By: Emma Zumsen with Caroline Mercer

Social media has changed the way we interact with friends, families, consumers, and brands. The nuances of digital communication continue to evolve every day, like a language that expands as it discovers new value, use and meaning. We sat down with Emma Zumsen, GALE’s Director of Integrated Strategy, to gather her reflections on navigating the rapidly evolving social media landscape.

CM: With the sheer number of social media platforms out there, how should a brand decide where to invest their social media efforts?

Every brand should go through a consideration cycle before deciding on platforms. Brands should think about three things: 1) budget, 2) creative and copy resources, and 3) goals. Consider whether your goal is to drive engagement, sales, awareness, create a customer service platform or some combination thereof. Identifying goals, budget, and resources allows brands to best evaluate and select the platform that fits their needs. …


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By: Jeff Sehl

Businesses use customer segmentation to share the right messaging with the right customers at the right time. Unfortunately, successful segmentation isn’t always easy to pull off. Many companies make the mistake of segmenting on incorrect or overly specific variables and are left incapable of leveraging insights. To avoid these common missteps, GALE has developed a segmentation approach called micro-clustering, which strikes the balance between granularity and actionability.

Businesses traditionally rely on four methods of customer segmentation when limited data and human capital is available to them:

1. Demographic segmentation: this is useful for small businesses without access to large amounts of data. It uses readily available data to develop messaging and promotions relevant to customers. Customers can be segmented according to age, race, religion, gender, family size, ethnicity, income, and education level. The downfall of demographic segmentation is that it assumes that the needs of customers in the same demographic groups are the same, which isn’t always true. …


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By: Brad Simms

Just focusing on the “big idea” doesn’t cut it anymore. Gone are the mad-men days of art and copy duos hammering out gut-feeling creative to sell products and services. In the age of digital disruption, clients demand business results. This means data leading the strategy, agile content creation, and the ability to A/B test, rapidly measure, and pivot direction on the fly.

During Ad Week New York, I watched as management consultancies and creative shops duked it out in a panel discussion called: “The Great Debate: Agencies or Consultancies.” This talk focused on how the digital era has led to an instrumental shift in the ad agency model. In the past, clients looked to traditional creative shops to lead marketing initiatives, but now management consultancies are replacing traditional agencies in many cases, as the Agency of Record for big name brands. …


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By: GALE Editorial

Let’s face it, job interviews are stressful. If you’ve put in the work to land a great job, you’ve probably spent more time agonizing over the process than you’d like to admit. Does a resume need to be one page? What if you don’t have a question at the end of the interview?

There’s no foolproof guide to landing a job, but recruiters are the people you want to turn to for advice. They’ve sat through countless interviews and are perpetually the least stressed out person in the room. …


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By: Caroline Mercer and Emma Zumsen

After 5 years and billions of photo shares, Instagram has grown from a photo sharing platform into a robust content tool with video, private messaging, and marketing capabilities. With 500+ million active users drawing value from the app everyday, recent changes to the app experience have have spurred knee-jerk reactions.

In March, Instagram announced a plan to change the way users see content in their newsfeeds. While Instagram’s feed content has traditionally appeared chronologically, the app began testing an experience driven by a proprietary algorithm. According to Instagram, the algorithm is influenced by factors like a post’s timeliness, user’s relationship with the person posting, and whether a user is likely to find the post “interesting”. …


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By: Mishaal Mohiuddin

At GALE, we’re continually looking to solve tomorrow’s problems by understanding our clients’ business objectives and gathering relevant data. But we also acknowledge that without seeking direct input from customers, we risk the expensive mistake of creating something they don’t want.

So whenever we kick off a new initiative, we know that we need to have a better picture of our clients’ customers by understanding who they are, what they want, and how they want to feel.

In this post, I’ll discuss why conducting research is critical in order to build a viable business solution that’s also desirable to customers. Drawing on research methods applied across multiple channels (web, in-store, mobile) for a retail client, I’ll also review how research insights can be used to enlighten, inspire, and energize our stakeholders to deliver best in class customer experiences. …


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By: Brad Simms

Since the early days of creative agencies, Executive Creative Directors have come from visual design and copywriting backgrounds. The ECD role has long signified the peak of agency career progression hierarchy, and this tradition continues to ring true at most digital agencies.

But digital is challenging the nature of the ECD role. One could argue that the majority of creative work done at digital centered agencies takes place at the intersection of technology and user experience. …

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