Marketing Automation News & Analysis
| Thursday Jun 26, 2014
Marketing automation is a powerful technology. But to extract the most value out of it, you need two things: 1. content that magnetically attracts your audience -- both initially and throughout your nurturing program -- and 2. data that reveals the specific interests and characteristics of each prospect.
Without that, marketing automation is a blender with nothing to blend.
| Wednesday Jun 25, 2014
Successful marketing is no longer about who can scream the loudest about their products. When this was the norm, the voice of the customer was drowned out by a cacophony of marketing mayhem.
In the past two decades, things have changed. Marketing has evolved from product-focused to customer relationship management (CRM) focused. In other words, successful marketers today have shifted their focus from their products to the people who buy them.
In addition to closing the sale, marketers now realize that they need to find ways to continue the conversation. They need accurate feedback and preferences from their customers to better understand their needs, and it also needs to be done to scale as their customer base grows.
| Tuesday Jun 24, 2014
Marketing is fast becoming digital. But the market targeting now done with computers has been around at some level for a while now, and there may be some lessons for us in it.
In times past, you targeted your marketing and sales by placing your name (ads, posters, Burma Shave road signs … whatever) where you thought your prospective customers might show up -- fishing ads in the sports section, theater listings in the entertainment section, luxury car ads in coffee table magazines, and so on.
Sounds crude but it worked if you were careful, and it saved money by allowing you to place -- and pay for -- your message only where it was more likely to be effective.
| Monday Jun 23, 2014
Marketing automation has changed business as we know it. In the last decade, it has elevated the role of the CMO, helping marketing to be more productive and measurable through email and nurturing programs, scoring and reporting. Your marketing team more effectively manages all of your company’s contacts so they turn into customers more efficiently.
But how do you more efficiently engage new buyers? Turns out marketing automation has improved marketing, but it’s not the end-all, be-all of marketing optimization. There’s still a massive group of potential buyers who are not addressed by marketing automation alone -- those who have no idea your company or product exists.
| Friday Jun 20, 2014
The goal of marketing still revolves around accelerating new and repeat sales. But the means to that end has shifted over the past few years.
This fundamental shift can be tied, in part, to digital innovation. However, it’s not just about technology. It’s about the lifestyle shift and what could be considered a "workstyle" shift, which I define as a person’s expectations and preferences in how they work and engage with a company.
How can companies transform the ways they engage with customers and partners and connect to their existing marketing automation systems? Here are three significant points to consider.
| Thursday Jun 19, 2014
"The better we know our customer, the more effectively we can market to them." This has been true since cavemen traded animal skins for berries. But it was with the advent of the Internet that marketers suddenly had the tools to truly understand their consumers in real time. First it was websites and email marketing, followed by social media marketing. More recently, marketers have turned to inbound marketing, in which they gently "prod" customers with valued content, until the customer signals they are ready to engage.
Now there’s "context marketing." Context marketing, in the words of one marketing firm, “uses technology to glean insight on the person behind your persona, and deliver customized messages in a way that most appeals to that individual.” But what do we mean by context?
| Thursday Jun 19, 2014
The role of the modern digital marketer is not an easy one. Every day, another program, process or product is thrown their way claiming to be the one solution that will make or break their marketing strategy. As marketing automation continues to evolve, will providing customers with a positive experience become easier in the near future? What's preventing everyone from jumping on the marketing automation bandwagon? Find out at this Thursday during this month's Tweet Jam!
| Wednesday Jun 18, 2014
Déjà vu, a French term that literally means “already seen” is defined as the phenomenon of having a strong sensation that you have already experienced something that is actually happening for the first time. Up to 70 percent of people report having experienced some form of déjà vu.
For me it happens all the time. Especially in terms of the marketing messages and offers I receive.
| Tuesday Jun 17, 2014
In the past, marketers had the job of using a handful of channels to create brand awareness and offers to engage customers on a broad level until a sales team could come in and take control of individual accounts, or until a customer visited a local store. Sales teams or store employees were then responsible for delivering a personalized experience and for building the relationship.
Not any more.
| Monday Jun 16, 2014
Marketing automation (MA) has shown that it can be a smart tool -- when done right -- for shepherding and converting leads and automating marketing processes. As MA technologies have become more sophisticated, its near future role has evolved to deliver customer-responsive interactions on any channel. If this evolution continues, the name "marketing automation" will become inadequate to describe what can be accomplished when these technologies are combined with customer-focused processes, practices and strategies.
| Monday Jun 16, 2014
The terms "marketing automation" and "customer experience" trip off the tongue of the modern marketer with increasing frequency. But it's not always clear how the former enhances the latter.
We took that question to several marketing practitioners who were in San Francisco for last week's Innovate conference, which focused on customer experience management across all channels.
How is marketing automation changing the customer experience for your customers?
| Wednesday Jun 11, 2014
As a marketer, I have a different outlook on digital communications than most consumers.
I see the connections between omnichannel marketing strategies that trigger emails and display campaigns and site personalization tailored to me based on my previous behaviors. I understand how looking at a refrigerator on a major retailer’s website provides enough data to target me through marketing automation platforms via emails and Facebook campaigns, personalized to the model and prices that I viewed. I have witnessed the progression from one-sized fits all digital communication to the personalized experiences we have today.
I also realize how far we still have to go to reach the promise of true marketing automation -- the optimization of customer management.
| Wednesday Jun 11, 2014
A/B testing is a key tool for marketers. Now big data analytics provider Globys has announced a new kind of big-scale, machine-learning testing that it says can increase mobile customer retention by ten percent or more by going beyond A/B testing.
Called Mobile Occasions, the company said its solution gives marketers new capabilities for experimentation and machine learning. It is intended to apply scientific methods to automatically test, adapt and scale marketing treatments.
Globys describes itself as a "big data analytics company that specializes in contextual marketing and reporting for telecom and financial service providers."
| Tuesday Jun 10, 2014
We've all been there: After buying something a bit goofy on Amazon or another online retailer -- like a SpongeBob DVD box set for your kids -- related merchandise chases you around the Internet with vexing results.
It doesn’t have to be like this. Anticipating people’s next moves online can vastly improve the user experience and is the holy grail of digital commerce. Usage of data and marketing is becoming sophisticated enough to mine people’s interests and social signals, and serve them what they are looking for at the right moment. And customers’ offline, online, mobile, desktop and brick-and-mortar experiences all come into play.
| Friday Jun 6, 2014
If moving a prospect to a sale takes 10 steps, buyers are already on step seven before they even come in contact with your company.
That’s a serious game-changer for marketing managers and CMOs who are accustomed to luring prospects to their website for content and information. It’s no longer enough to have a great website: now that the entire web is one big library with everything served up equally, you have to provide great content in places outside your own website, where you have less control, in the hopes of driving inbound marketing leads.