Retention and Relationships : Marketing Thoughts by Michael Greenberg

Every marketer wants to keep a finger on the pulse of their target market.  I’ve long followed job openings to study how marketing organizations change over time.

But SEM data is a direct pipeline into the minds of your target audience.  Watching how specific keywords grow or decline in importance around a particular topic is fertile ground for spotting changes in your business.  For example, I’ve seen a significant shift in the interest in “loyalty” in relation to “CRM” in the retail world.  So it appears that retailers have figured out that CRM is a technology, while loyalty is a strategy.

Something to keep and eye on and ask your analysts to look at every once in a while.

Yes, I know…way too long between posts.  Here’s my latest article for Chief Marketer on the best investment you can make as a marketer.

In a nutshell, its investing in a true in-house analytics resource.