Viking River Cruises are setting fire to money.

Posted on Nov 6, 2014

A mind-boggling waste of money: Viking River Cruises sent me about 100 catalogs this year. Sometimes two a day.

I have never opened even one of them.

catalog

Content marketing fail?

Can you imagine the content marketing ROI improvement they would get from knowing which readers spent time actually reading?

Or knowing which pages interested readers spent time on. Or which “prospects,” like me, totally ignored them.

Imagine them auto-responding invitations to the warmest segments. Warmest, for example, could mean those readers who spent more than 90 seconds on the Budapest page, or who watched all of the Danube tour video – automatically trigger a workflow that sends them an offer or an invitation. See how technology now makes these insights practical.

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