Marketing Automation News & Analysis
| 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.
| Thursday Jun 5, 2014
The gap between marketers and their audiences is growing. With more access than ever before to information, product reviews and social recommendations, many see our current stage of marketing evolution to be the “age of the consumer.”
Thinking of audiences as empowered consumers, while accurate in many ways, clings to an old paradigm in which marketers held the conch. We are not an Internet of consumers to be manipulated into one-off transactions -- we are an Internet of always-connected individuals with an ever-growing array of tools and technologies that empower our ability to engage with life. And yes, these individuals at times buy things.
| Wednesday Jun 4, 2014
No one is waiting to be wooed by your elaborate campaigns.
Marketing success today depends on customers seeing, engaging with -- and sharing -- your content within their trusted social networks. The path to purchase no longer looks the same to everyone, and it requires a very unique level of engagement.
| Monday Jun 2, 2014
Hey Oracle, Salesforce, Adobe and other big marketing software providers who feel they should be mentioned in this sentence:
Microsoft's here. Today. Consider the space shaken up.
Living up to its promise to deliver on the new Microsoft Dynamics marketing platform by this quarter, Microsoft announced today new capabilities in marketing, customer care and social listening. It comes as part of the Redmond, Wash., giant's Microsoft Dynamics CRM spring wave of updates in 54 markets and 42 languages.
This new releases are integrated with Microsoft Office 365, Yammer, Lync, Skype, SharePoint and Power BI for Office 365.
| Monday Jun 2, 2014
The problem with marketing automation is that it takes people and processes to use the technology and companies often treat that as more of an afterthought. The result is a much higher percentage of failed programs and implementations.
The problem is not the technology. The problem is being prepared to use it.
| Friday May 30, 2014
For marketers willing to ask the question, “Who is my customer?” the response now comes as billions of data points. Few of these fit into the neat set of demographics that once defined marketing. It’s age, race, sex, weight, height, marital status, education level, politics, buying habits, household health worries, vacation dreams and much much more. Understanding this deluge of data -- and the people or segments they represent -- means a whole new way of understanding customers.
| Wednesday May 28, 2014
Unless you’ve been living under a rock with your ears plugged for the past three months, you’ve heard Microsoft CEO Satya Nadella preaching the gospel of Mobile and Cloud, Mobility in the Cloud and so on.
Today his wallet did the talking.
This morning Microsoft announced that it has purchased Capptain, a Paris-based mobile, push analytics startup that provides marketers and customer relationship managers with the tools they need to react to user behavior in milliseconds and to then deliver the right message at the right time, creating engagement and the feeling of being cared for.
| Friday May 23, 2014
It's Memorial Day weekend. The official start of the summer. Cookouts. Beer. Flip flops. Relaxation. Beer. Getting the boat on the lake. The first camp-out. Beer.
We always forget, though, the true intent of this holiday weekend: honoring Americans who lost their lives serving their country. I'm guilty. "Long weekend" enters the mind too often when "life sacrifice" should.
But I am thankful for my freedoms. I get to write for a great company. Have a great family. A great group of kids to coach in Little League.
Marketers can be thankful, too. Sure, it's a thankless job a lot of the time, but there is a lot to be thankful for as a marketer. We think so. Hence, here are five things we think marketers should be thankful for: