Author: Bonnie Harris

For any business to succeed, you need to retain your customers. Once you win your customers’ loyalty, you can expect a good amount of revenue from repeat purchases. However, if you fail to retain your customers, your sales and profit margins are likely to suffer. It is more cost-effective to retain your existing customers than to acquire new ones. Acquiring a new customer can be five times more expensive than retaining existing customers. Customer retention strategies differ from industry to industry. However, regardless of the industry, data, artificial intelligence, and predictive analysis can help you improve customer retention. Here are a few ways to use predictive analysis to retain your existing customers.

1. Personalize Offers for Your Customers

Hilary Topper, President of HJMT Public Relations and author of Everything You Ever Wanted to Know about Social Media gives us the inside scoop on conducting successful influencer marketing campaigns. 

Along with her successful PR practice, Topper teaches Media Studies, Journalism, and Public Relations at Hofstra University. A prolific content marketer, she also curates  two successful blogs - NY Lifestyle and A Triathlete's Diary - and records her podcast "Hilary Topper on Air". In the latest Wax Q&A, Hilary providers her insights on one of the hottest marketing trends right now: influencer marketing. Wax: Why do you think influencer marketing has become so popular in the last couple of years? HT: Influencer Marketing has always been popular. In recent years, the phrase has been coined but since the earliest public relations campaigns, PR professionals have used celebrities, experts, sports figures, etc. to build brand awareness. Just recently, the “average” person who has lots of followers have been targeted to help in the mission.

Digital voice assistants are takingoffe off. From Amazon's Alexa to the Google Home, it seems like it won't be long before a digital voice assistant is going to be a crucial piece in everyone's home and office. Marketing with voice technology is not far behind. According to a study from  Pew Research Center, 46% of US adults say they use some type of voice technology to interact with devices, and that percentage is only going to grow.  With more people integrating digital assistants into their everyday lives, marketers can now leverage the technology in voice app development to raise brand awareness and create new, personalized experiences.

Google+ is Google's social networking platform that launched in 2011. As of November 2016 Google+ had 440 million active monthly users. Although it's sometimes forgotten by marketers there are several ways to boost search wiht Google+ . Google has always denied any correlation between Google+  activity and Google search rankings. But many marketers claim that Google+ engagement seems to result in better rankings on Google. Let’s take a look at 7 of the best ways to optimize your Google+ page and improve your search engine rankings:

1. Post Valuable Content Consistently

Google always rewards the relevancy of content. Therefore, consistently posting useful content for your followers is of the utmost importance for improving your search engine rankings. But be careful not to overshare your content as Google considers too much sharing as spam. Share only your best posts with appropriate and attractive images. Make sure they are posted to public as well as shared with your existing circles.

If you started an online retail business from scratch, or first ventured in selling products from your brick-and-mortar store, it will have been a daunting challenge. The choices are overwhelming in setting up an e-commerce website ranging from do-it-yourself solutions, seemingly low-price website builders, and pricey developers, to full-service companies. The quotes you will get will range from a few hundred to tens of thousands of dollars. All these suppliers will tell you that their e-commerce website solution is precisely what you need, and in most cases, will scale fully when your business takes off.

Twitter can be an effective marketing platform when used correctly. Allowing you to easily connect with strangers around the world, it’s the perfect tool for building more leads and creating more brand awareness. You may have already tried Twitter and had few results – with so many people around the world sending so many tweets per minute, it’s easy for your voice to get drowned out. By learning the art of tweeting, you can create more engaging content. Here are just a few pro tweeting tips.

Between new technologies and intense competition, the world is changing fast. To stay relevant you need to be learning and adapting all the time. We realize however it can be hard to spend time learning when you’re trying to build and run a business.  

With so many digital marketing podcasts out there, it’s hard to know which ones are worth your time. Raj Jana is a successful e-commerce entrepreneur. He recommends the following 7 marketing podcasts as a great way to turn your morning coffee or commute into a classroom.

This Old Marketing

What sets this podcast apart from the rest is its attention to current cultural trends. Hosts John Pullizi and Robert Rose do a great job of tying in current news with what’s happening in the marketing industry. They end each show with a segment of the same title, which gives listeners some real-world examples of what’s been discussed. This is really a great resource for anyone looking to understanding the marketing industry and how to succeed in it.

 AI is everywhere these days. It powers our personal assistants like Siri, Alexa, and Google Home, prevents credit card fraud, and even successfully overturns parking fines. With each passing month, AI becomes ever more integral to our world. Last week we learned how AI is changing the job of designers.  But the impact goes further than that. Advertising and marketing are at the fore in terms of partnering with digital creative agencies to find unique uses for the technology. In fact, AI is transforming digital marketing in many ways from machine learning to building custom content.  AI is a relatively broad term that encompasses a number of approaches to building computer systems that can ‘think’ and perform tasks as well as, or in some cases better, than humans. Here's a look at five of the applications for AI that are already revolutionizing digital marketing.