Email marketing is still cost-effective and continues to generate strong return on investment, writes Carolyn Nye. She offers answers to common questions about email marketing relating to topics such as frequency and deliverability.
Main Street business owners can attract customers into their stores by fine-tuning their window displays. Meaghan Brophy offers a four-step process for designing a compelling display that includes choosing a specific theme and using lighting to create visual interest.
The Original Candy Kitchen in Williamson, N.Y., got its start as an ice cream parlor in 1890 and has stayed in the same family for four generations. The company does about half of its yearly chocolate business during the current season, and Good Friday is the busiest day of the year.
With the inside-out, productivity focus of manufacturing, it's easy to lose sight of customers and why they buy your product, writes R2i's Lynn Morton. Instead, ask: "How can our marketing and technology teams use digital channels and analytics to understand our customers better?" Morton writes.
Kia is deliberately marketing itself in an understated way, highlighting its US-based manufacturing workforce and hoping to encourage consumers to "value quality, design and spirit over established labels and identify with brands that strive to deliver on their promises," says Kia Motors America Chief Operating Officer Michael Cole.
The command-line tool PsExec was used by hackers to deploy BitPaymer ransomware against a manufacturer by exploiting an existing breach that granted access to administrator privileges, argue Gilbert Sison and Ryan Maglaque of Trend Micro. "In the case of the U.S. manufacturing company, compromised accounts could have been updated and compromised machines could have been cleaned to stop the spread of the ransomware," they write.
An overlooked aspect of cybersecurity response is how crisis communications are handled at all levels, and not just by PR teams, argues Lisa Plaggemier of InfoSec and the National Cybersecurity Alliance.
"It's not just what you're going to say, but who you're going to say it to, and in what order of priority," she says.
An inspired workforce is key to getting the most out of the digital transformation in manufacturing, writes Kylene Zenk of Kronos. Two key considerations are knowing what employees expect and asking HR to help with the introduction of new technology.
Walmart's partnership with subscription service Kidbox is another step in the retailer's strategy to become a destination for fashion, says Denise Incandela, head of the retailer's US fashion group. Incandela, whose resume includes stints at Saks Fifth Avenue and Ralph Lauren, has focused on courting online shoppers and social influencers in partnership with higher-end fashion brands.