/ Articles by Samantha Bonanno

Customer retention is key to growing your business. A loyal customer base brings in regular revenue while allowing you to capture ever-larger segments of your target audience.

In an ever-changing digital world, marketing leaders are constantly looking for cost-effective ways to acquire and retain customers. For many small and midsize businesses (SMBs), the most effective way to bolster a small marketing program is enlisting the help of an external marketing agency. Perhaps that's why one of the hottest buzzwords in today's digital marketing landscape is performance marketing.

Startups. Synonymous with a fast pace and high growth margins. You’ve found your niche, have a solution to a problem, and are ready to offer your product to the world. Now all you have to do is get the word out.

You probably know that America is growing more diverse with each new generation, but have you seen the numbers? Of the 76 million baby boomers, 72% are white. Millennials—an even larger generation at 87 million—are much more racially diverse; only 56% are white.

In an October 2019 report, Nielsen found that 73% of global consumers would definitely or probably change their consumption habits to reduce their impact on the environment.

In December 2019, Gartner published a report recommending that to build and expand a digital business, businesses should “prepare for a complete retooling and skills renovation in the next five years (full report available to Gartner clients)."

In a year of disruption, sales and marketing teams have been scrambling to adapt and reprioritize their marketing strategies. CEOs and business owners, in turn, are asking: How do I transition my business to digital? What if my customers stop returning? Should I change my communications strategy?

Successful marketing needs more than eye-catching business cards and a “We’re Open!” sign in the front window. In the present digital marketing era, the success of a business’s marketing strategy is directly tied to its marketing tech(nology) stack.

Market segmentation is a strategy of organizing your potential (and existing) customers, grouping them into categories based on common traits in order to identify your target market. This smaller target market allows your marketing and sales teams to curate the best possible experience for the most common segments of your audience. This target audience should serve as a profile of your highest value potential customer, and will guide the strategy you build to reach that customer segment.