An Interview with Content Marketing Professor Neil Feinstein
Content marketing professor and consultant Neil Feinstein has helped brands like Disney, American Express, and The New York Times improve their marketing efforts via social media, email, and mobile. In a recent interview, Neil provided insights from his years of experience that you can use to leverage content to bolster your own marketing efforts.
Paytronix: What are brands getting wrong about content marketing?
Neil: Too many brands align their marketing strategies with themselves, and not their customers. For a consumer interaction to be meaningful, it needs to be based on a consumer insight. What does the customer care about? Why should the customer care? Before marketers push out content, before they start tweeting or blogging or gramming, they need to understand the customer and then build a strategy that aligns with his/her expectations – not the business’s.
Paytronix: If that’s the case, what are most brands getting right about content marketing? […]
Last week, California Pizza Kitchen (CPK) introduced version 2.0 of its Pizza Dough® Rewards mobile app, a new mobile app built in concert with rewards systems provider Paytronix Systems, Inc. CPK has rolled out v2.0 of its mobile app to 197 of its company-owned locations in the United States. CPK operates 300 restaurants in 16 countries.
We recently spoke with CPK CIO Andy Mai and Senior Vice President of Marketing Ashley Ceraolo to find out more about the new mobile app.
Tell us what’s new in version 2.0 of the CPK Pizza Dough Rewards app.
Andy Mai: We’ve recently introduced v2.0 of our mobile app. It’s the primary guest engagement vehicle of the CPK Pizza Dough® Rewards program. The app was designed from the bottom up to enhance our guests’ experience with an easy-to-navigate home screen, pay-at-table functionality, and the ability to access and redeem rewards.
Why did CPK believe it needed to overhaul its Pizza Dough Rewards app from the ground up?
Ashley Ceraolo: More than 80% of our guests engage […]
A cornerstone of email marketing is testing. Perhaps it’s the day of the week that you send the message, or even the imagery and text inside the message. Arguably the
most prevalent element marketers test is the subject line. The appeal of doing so is clear: You have approximately two seconds to get the reader’s attention in their inbox as their finger hovers over the delete button. Optimizing those seconds is mission critical. Search for “subject line testing” on Google and you’ll be consumed by over 6.4 million results. The majority of that content will tell you that the “winning” subject line hinges on one key metric: the message’s open rate.
One of our clients, Pinkberry, performed an A/B subject line test. With an open rate that was 12 percent higher than subject line A, subject line B outperformed its counterpart. Based on conventional wisdom, Pinkberry should have gauged subject line B as the clear winner, right? Wrong. Most email marketers […]
How many times have you sat at your desk watching the results of a campaign you were excited to roll out, only to see those stats flat line, or worse, nosedive into a negative return on investment? Without a doubt it is the defining moment of any marketer’s career. It becomes that “aha” moment where you can say, “I probably should have segmented the audience for this campaign.”