In the Media

A subscription-based model creates both new challenges and new opportunities for marketers. Keeping a positive trend in customer retention requires a data-based understanding of the different personas and consumer behavior associated with them. Using that data throughout the customer journey is guaranteed to increase loyalty and maximize customer value.

The debate of “art vs. science” in marketing is nothing new. However, as artificial intelligence (AI), machine learning and big data technologies rapidly improve, “science” is taking on new meaning and importance to chief marketing officers.

While technical skills are in high demand, more companies are looking for more balanced IT professionals, people who offer a set of soft skills that can allow them to seamlessly integrate within the culture of an organization.

If you’ve started a self-sustaining business–one that prioritizes profitable growth–your financial situation is unique. You aren’t governed by an arbitrary valuation, nor do you need to report to investors. Your growth depends on chasing revenue. And if you’re a young company that’s growing quickly and constantly changing, you need to be nimble.

Commenting on the figures, Pini Yakuel, founder and CEO of customer relationship experts Optimove, said: “Their smooth returns policy has enabled Asos to steamroller many other brands and build a hugely loyal customer base. Although many retailers assume that customers who return orders are a costly pain, we’ve uncovered the dramatic impact that returns have on customer loyalty.”

Climb Above The Clutter: Whatever you do, always make sure to be memorable. There are tons of brands out there. To climb above the clutter, aim to optimize for memorability. – Pini Yakuel, Optimove

Tal Kedar, CTO, Optimove: Tech execs should make sure they are in position to bring to the table what’s possible, and what’s impossible, on the newer frontiers: from deep learning and other advancements in AI, through cloud architectures and other data infrastructure, to technology use cases in logistics and marketing.

When it comes to your marketing strategies in general–whether they’re content, SEO, or social media–your company should adopt an inbound marketing approach.

Nine members of Forbes Communications Council share several important ways of building a communications strategy for a high-profile launch.

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In the Media

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