Social media is not going anywhere any time soon. If you’re an entrepreneur, freelancer, or small business owner, you can certainly benefit from creating a social media presence. You don’t have to be an expert to become a better social media marketer.
Although we should always be mindful of improving and doing better tomorrow than we did yesterday, we live in uncertain times today. It’s more important than ever to be especially mindful about how we are helping our customers and prospects get through these tough times. With so much up in the air, how do we create a positive customer experience?
All the latest martech and adtech news this week from Zoom, Longtail UX, Currency Alliance, Rubicon Project and Telaria, Verint, ActiveCampaign, Airship, and Taboola and Moat
Most marketers today already struggle to keep up with the waves of data that websites, CRM, email, and mobile apps capture about their customers. The challenge will only worsen as the Internet of Things (IoT) continues to proliferate consumers' lives and bring with it a deluge of additional data as billions of new devices and sensors are deployed globally.
Most organizations still see the marketing department as a cost center, one that can easily be scaled down when times aren't so great. Part of the reason it's looked at in this way has to do with how marketing projects itself. So how can marketing change the way executives perceive it? Change the conversation.
In times of social and economical crisis, it is understandable for companies to have an initial reaction to pause or postpone marketing, reining back on all deemed areas of expense.
As we all know that digital marketing is all about reaching target audience via different electronic and digital channels, social media is quickly becoming an integral part of digital marketing as it provides far-fetched marketing benefits to help brand and companies reach millions of customers across the globe.
Timely, accurate and relevant data is crucial for digital transformation.
Iron Mountain CTO Fidelma Russo is a veteran digital transformation leader who not only works with enterprise clients on their transformation journeys, but identifies trends and opportunities for her own company's digital business.
As Google prepares to end third party cookies by 2022, research into senior marketers’ opinions of the move revealed some starkly contrasting results, with creatives far more positive than senior advertisers about the change.
We often think B2B communication has to be extremely formal and professional. This can be true in many areas where it's important to convey trust and strong ethics. It’s also reasonable to keep your business’s language formal where roles and activities are highly structured.
As consumers have shifted how they shop and what they buy during the COVID-19 pandemic, business buyers are also altering their spend. We already noted how much media buying will change because of the coronavirus outbreak, but B2B buyers will alter several other spending categories as the economic fallout progresses worldwide
At its most basic definition, a product is the way an organization delivers and captures value. For teams doing daily product work, it can feel relatively easy to define the words product and customer. Whether it’s a jet engine, an insurance policy, an online banking app, or mobile phone service there is an end customer who purchases and uses that product (athough, occasionally, it’s a different person). A product team will work hard to get to know that customer and how the organization’s products and services can be continuously improved to make them more successful.
As the coronavirus outbreak continues to disrupt global business, c-level executives are having their mettle tested as they are forced into a crisis management mode, which changes day-to-day and requires a different set of skills.
Experiential marketing is in freefall. From the coronavirus-related postponement of the Summer Olympics to empty commuter trains and roads, marketers from numerous industries are scrambling to salvage marketing campaigns built around in-person experiences by pivoting to digital and mobile efforts — forcing them to retool their tried-and-true methods of connecting with audiences.
In the wake of Facebook’s Cambridge Analytica scandal, Europe’s General Data Production Regulation, and the California Consumer Privacy Act, the massive market for consumer data no longer operates unbeknownst to most Americans. But for digital marketing practitioners and the average consumer alike, making heads or tails of the industry is no easy task.
Today’s B2B brands fall into three camps: Traditional businesses that want to close every deal with a handshake. Hyper-modern organizations that want to run all B2B sales and marketing like an Amazon app. And a small but growing subset of market leaders that have effectively found an equilibrium in an increasingly complex B2B buyer landscape.
All of your tried and true lead acquisition events are gone (at least for 2020). What now?
The topic of marketing budgets is more relevant than ever as the Coronavirus pandemic disrupts everything from financial markets to industry events large and small. To procure spend and wield that spend in ways that increase trust in Marketing's abilities, marketers need to pave a clear path to revenue impact.
Coronavirus is forcing brands to rewrite their messaging and marketing plans as lockdown renders their previous efforts ineffective or offensive. They’re also having to produce new creative without the luxury of a studio. Here’s how Toyota and Saatchi & Saatchi LA managed.
Change was coming all along, but the coronavirus has expedited a number of key facets of consumer behavior
The playbook for how to advertise during a pandemic is still being written.
Coronavirus marketing fails are inevitable. Retargeting ads for out-of-stock products and tone-deaf or opportunistic messaging trail consumers on the web.
Roland Vaile completed his Masters at Harvard in 1924. It would be a quarter of a century before the young Californian, along with fellow marketing legend Reavis Cox, would publish the masterwork Marketing in the American Economy. For now, the 25-year-old was building his reputation and had headed West to become an associate professor at the University of Minnesota. Vaile wasted no time taking his Masters dissertation and publishing it in the Harvard Business Review.
Campaign processes with built in quality audits (data, regulatory, assets and target audience) will help reduce error rates.
One-third of agencies have absorbed $5,000 – $10,000 for a single campaign mistake, according to a new survey from Morphio
Morphio, the world’s first advanced marketing security software, today released findings from its survey of more than 300 digital agency decision makers in the US and Canada. The survey uncovered the hidden costs that digital marketing agencies face and the related risk to reputation, revenue and profitability.
Great way to cut through communication chaos.
Research supports what many marketers already believe—traditional direct mail is making a comeback.
Not only that, more than half (51 percent) of all marketers using direct mail campaigns are actually getting good or very good returns from them, according to research from PFL, an automated direct mail marketing services and solutions provider. More striking, though, is that this number rises to 83 percent for those who have integrated direct mail into their multichannel campaigns. Nearly eight in 10 respondents (78 percent) ranked integrated, branded, personalized direct mail as the second most effective channel for reaching their target audiences, right behind events, which represented the most effective channel (at 83 percent).
In the middle of a global crisis it’s understandable that many people are concerned about their businesses and how it will be affected in future. It could be that people are now looking at different revenue streams in order to generate income or attempting to adapt their business to the current environment which can come with a host of new challenges.
With events are currently on pause across the globe as a result of the COVID-19 pandemic, it’s an excellent time to study the strategies and tactics of some of the most successful B2B event marketers in the industry. Because when face-to-face engagement has resurfaced and events are once again thriving, marketers who have honed their skills in the meantime will benefit. Here’s a look at what Event Marketer’s 2020 Dream Team has to stay about the latest B2B event marketing trends—plus examples of how businesses are continuing to engage customers and remain connected through virtual means.
• Ericsson now forecasts that 5G will cover up to 65 percent of the global population by the end of 2025, and handle 45 percent of global mobile data traffic.
• This will greatly impact how marketers use personalization – a tactic that modern consumers pretty much demand from companies.
• 5G will also have a big impact on digital advertising. With a major drop in latency-time there will be higher quality ads on mobile devices, potential 4k video capabilities, offering a better experience for the consumer and more ad formats.
• 4G was roughly twice the size of 3G – and it led to nearly $500 billion in new revenue creation. 5G is 10 times, an order of magnitude, the size of 4G. And this impacts multiple variables – power, density and latency.
I think we can all agree that it’s been a crazy couple of weeks, courtesy of COVID-19.
Every day, we face a new reality, adjusting the way we live and work, walking the line between precaution and panic.
Tensions rise along with the number of Coronavirus cases reported in the news.
In 2020, Marketing leaders understand the evolving nature of Data Management Platforms. Yet, a majority of these leaders have a tough time executing their strategies. This is largely attributed to three factors –
1. Lack of Time
2. Inadequate tools and processes
3. Talent Attrition
It seems like every company under the sun is creating email content about measures they’ve taken to protect the safety and well-being of their customers, employees, and communities.
With the global spread of COVID-19 we’re now in a recession and no one really knows how long this will last. We’re no doubt experiencing some uncertain and even fearful times that have left many marketers scrambling to adjust to a new normal that can change by the day or even hour.
There’s no playbook for any of this.
• The coronavirus pandemic could end up being the event that adds momentum for the automation of jobs in the digital marketing industry as companies try to survive and bounce back.
• Advances in machine learning have given rise to independent software providers building out packaged solutions to save time for media buyers.
• Systems that orchestrate marketing efforts with a more robust view of the customer journey encompasses a host of benefits driven by AI and automation.
• Voice-based interfaces to intelligent assistants like Amazon Alexa represent an area of growth and exploration in the marketing world.
• Artificial intelligence can help marketers sift through huge amounts of content to help them find out what their customers are spending their time consuming or engaging with.
• AI-powered customer service saves consumers time compared to wading through support lines, phone trees, and support queues, or waiting for customer support emails to get addressed and answered by a support agent.
International research by McKinsey & Company shows that the success rate for digital transformation programmes is lower than other transformations. How can executives and project leaders ensure that they successfully implement their digital-driven change? Experts from Milton Keynes based digital consultancy Managed outline six ways of overcoming common obstacles.
Earlier this month, Quickbooks rolled out a new campaign that addresses the on-going coronavirus pandemic.
The new ad, from TBWA/Chiat/Day L.A., replaced what had been running in the market and speaks to consumers about the importance of helping small business owners now.
By now, most marketers understand the massive impact content marketing can have for a business: 55% of marketers say blog content creation is their top inbound marketing priority, according to HubSpot.
But there's more to the content puzzle than just the writing—though no one is going to read a blog or other content that is boring, dry, or otherwise bad. The ability to write great content is a necessary skill, but it's very different from managing a content marketing strategy and program.
• Today CMOs need to become agile and leverage cognitive automation in business operations to harnesses digital innovations.
• Agile means getting different stakeholders together to form smaller teams, usually of 8 to 10 people. Such scrum teams work quickly and collaboratively to launch products rapidly in response to shifting customer needs.
• Agile teams can be created as virtual teams, working on an international basis across borders to handle, say, Single’s Day in China and then later turn their attention to Thanksgiving in the U.S.
• Agile can be used to not only manage peaks and valleys but also predict when those swings in demand will occur. Using a cognitive platform, a business can look at different parameters to examine customer demand, messaging, lost sales, and customer retention.
• CMOs know that time is short in the Business 4.0 world. Agile teams are the answer to such compressed marketing time frames and upheavals. They can lower your staffing requirements, while improving your coverage and response times.
Marketers have a problem. There’s too much marketing, and consumer are getting tired of it. That’s where deep personalization comes into play.
Zoom, GoNoodle and Domino’s are treading carefully as the coronavirus hands them a rush of captive, willing new customers
What’s old is new again. Contextual advertising has come back on marketers’ radar as data privacy regulations (GDPR and CCPA) and browser crackdowns on cookies greatly limit how data and tracking can be used for targeting digital advertising.
For many organizations, the most important and strategic issues are addressed and overseen by a board-level committee or task force. Such treatment reinforces the importance of the initiative and ensures that management’s attention is focused on it.
Departments within organizations often lack an aligned understanding of their customer experience (CX) strategy, according to a Deloitte Digital report (PDF). “They have not sufficiently defined the necessary internal processes, functional interfaces, CX principles and responsibilities,” researchers found. “This inevitably results in a misunderstanding of ‘who needs to do what.’”
• Even though a CDP will serve the business at-large, marketing is the headspace that must own this critical transformation, as well as the reinforcement of the customer experience that depends on it.
• It only makes sense that marketing would be the ones to move the possibilities of a CDP forward, use it to amplify hyper-personalization and ensure that all departments are using it to create the maximum business impact.
• To accomplish a seamless, empowered, comprehensive, customer-first approach, marketing will consider how each piece of the buyer journey looks from the buyer’s standpoint. This is the only way that using a CDP will translate into real business results.
• Marketing must be the customer’s advocate within the organization from a security, privacy, and ultimately a trust standpoint – CDP enables this.
• In order to be a CDP, a system has to be able to support unstructured data, be highly flexible, a true integration hub, not proprietary in nature and real-time from an access standpoint, among other things.
• When implementing CDP, we have to architect our client’s data structure to allow for the understanding of individual data as well as data collected as part of that individual’s membership within an organization.
For a national retailer, the coronavirus hit the U.S. just as its peak sales season for the year began. Typically, during this time period, the retailer spends more on advertising to account for that while also promoting new products. But now, due to the coronavirus pandemic, the retailer is one of a number of marketers reevaluating if it should be advertising, how it should advertise if it does and where its messages should show up.
• As more consumers acquire connected TVs (CTV), they are increasingly feeling fatigued by paying for multiple streaming subscriptions, and many would prefer ad-supported free content, according to a new report from Integral Ad Science announced via press release.
• Eighty-eight percent of consumers have access to a CTV device and 59% prefer CTV for streaming. Some 83% of respondents said they have access to at least one paid video streaming service. The average CTV viewer has access to three subscription services, though there is diminishing growth.
• Still, some 76% of consumers said they would be willing to view ads on these networks in order to watch content for free. About 55% of consumers said it's important that ads run with high-quality video streaming content. This supports a previous report from Integral Ad Science that found 81% of viewers are annoyed when a brand runs an ad next to low-quality content. Nearly two-thirds of people said they would abandon a brand whose ads appeared alongside low-quality content.
Whether it's waiting on hold during a customer service interaction, waiting for a quote or a claim to be processed, or waiting for an account to be activated, customers want efficient and timely interactions, prompt responses and quick resolutions. If not, over 30% of customers who have a bad experience could end up switching providers within a year of the incident. Across all industries, it is vital to remove points of friction in customer-facing as well as internal workflows to improve customer satisfaction, loyalty and business growth.
It’s COVID-19’s world right now. Consumers – and marketers – are just living in it.
The virus is having a palpable impact on how consumers shop and consume media and goods, and marketers need to figure out how to communicate with people in a new way.
Or not communicate, as the case may be.
To say that these are unprecedented times we are living in would be an understatement. With the spread of COVID-19 into a global pandemic, our personal and professional lives have been dramatically altered in an astonishingly short period of time. Entire nations are under quarantine, business and school closures are rampant, and the phrase “social distancing” is possibly one of the most talked-about and pressing concepts of the day.
Your martech stack is your lifeblood. It’s key to effective campaign execution, sales integration, project management, team collaboration and more. There will however come a time when it becomes stagnant, unless of course you have a plan to stay on top of reworking it. Use this guide to help figure out when and why to change it up.
At its core, digital transformation is about the need to modernize. It’s about disrupting, changing, and responding to the competition. It's the people on our teams who actually propel us toward our goals and lead us through this transformation. It’s up to us as leaders to identify a particular subset of individuals who are capable of working in an agile manner while accelerating the business.
The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long.
eMarketer has cut its outlook for global ad spending, after decreasing its ad spending forecast in China by more than 6%.
There are still many uncertainties regarding how fast and far COVID-19 will spread worldwide, and health officials in most countries without severe outbreaks are simply urging consumers to be cautious.
The easiest way to determine the success of an email marketing campaign is by tracking whether it accomplished its main goal – be it boosting awareness, improving conversions, or generating new leads. Depending on the scale and scope of the promotion, the success criteria may vary.
Businesses thrive on being visible. The more visible a brand is, the better the sales/demand for services, the better its revenue, and thus often a more successful business. But in a world where there are millions of companies, including Trusted Forex Brokers, and all of them must compete for even tens of seconds to catch the attention of their audience, leaving a mark which makes forgetting them hard can work wonder for a business.
The seven principles of Flow by Design will guide digital business transformation initiatives for a more sustainable paradigm of success. These principles will better design stakeholder experiences, products and services, organizational structures, and new business models. Ultimately, the application of these principles will create the autonomous enterprise, where businesses and their stakeholders can co-create value at the speed of need.
Taking a multichannel approach to an advertiser’s marketing strategy has always delivered big results. Because consumer attention is split over many different communication channels, if a marketer wants to optimize their chances of reaching and engaging with their audience, it makes sense to use different messaging techniques, employing different channels.
Data means everything to today’s businesses. Market intelligence firm IDC predicted the amount of newly created data in 2020 would grow 44X to reach 35 trillion gigabytes. By 2018, we were already well on our way to exceeding that estimation. Numbers aside, this is to say that as the sheer amount of data humans create and deal with every day increases, it will only become more critical for today’s businesses to better manage and utilize that information efficiently in order to deliver the best possible experience.
Intent data’s importance in the B2B marketing and sales disciplines continues to grow as more teams discover the extensive range of its uses and values. Yet the numerous use cases, various types of intent data, and the terms surrounding them all cause many practitioners who would likely benefit from intent data to remain puzzled by this new product category.
The search community is constantly awash with rumours about how search is changing.
It’s sometimes difficult to know what to believe, so in this post I review five popular rumours that are currently doing the rounds. How valid are they? And what is the real impact they are likely to have?
Revolutionize your digital customer experience by ensuring your mobile app is up to snuff
Today, with millions of apps available, making sure that yours stands out from the crowd is a tall order. What distinguishes your app from others is how well you can keep your customers engaged and optimize their overall experience.
SMS messaging continues to evolve with the rise of new mobile technologies. New feature-rich messaging apps, such as those built on the RCS (Rich Communications Services) platform, offer businesses powerful new opportunities to engage with their consumers successfully.
RCS is a robust messaging channel that enables brands to deliver a richer customer experience directly to their phone’s native messaging app. This comes at a vital time where consumers expect to receive timely, relevant, and personalized messages.
In today's cutthroat marketing environment, optimizing customer experience (CX) is a key element in building sustained business success. By tapping into advanced analytics, CX leaders can gain the rapid insights necessary to develop customer loyalty, make employees happier, achieve revenue gains of 5 to 10%, and reduce costs by 15 to 25% within two or three years, reports management consulting company McKinsey & Co.
• Only 12% of marketers think their content marketing programs are reaching the right audiences with relevant content , per a new study from The CMO Council and NetLine.
• Only 21% of the marketers surveyed in the "Making Content Marketing Convert" research say they are working closely with their sales departments to develop and measure demand-generation programs driven by content.
• Additionally, 88% of business buyers believe online content influences their vendor selection but, only 9% view vendors as trusted sources for content.
For any of the business entities, the customer’s perception is very much important as we all know that nowadays, we are going with the world of the internet where everything has gone online. Whether it comes to shopping online, booking tickets or business as well, it is very important to target online customers for growth and success. For the brand popularity and awareness digital marketing and the customer perception whether it is online or offline is very effective and efficient. But sometimes broken links works as an obstacle in digital marketing where website or web page doesn’t work because of encountering many of the reasons. So, you need a proven tool or broken link checker that can fetch entire broken links on your website. Many website are available that can be useful in that case to identify the broken links on the business websites.
Some of the primary factors for why customer perception is essential behind the maintenance of the business and industry:
Has data-driven personalisation has lost its way? Some organisations are being lazy in their approach by relying on data alone. Jil Maassen, Lead Strategy Consultant at Optimizely, looks at how businesses can re-introduce old fashioned creativity in their approach, and why customer insight isn’t just driven by technology and data, but real experiences.
“Customer-centricity” has become a board level concern for businesses. This was highlighted in Optimizely’s 2019 Digital Experience Economy Report, which found that 82% of decision making executives in the UK talk about having a customer-first focus.
“Key performance indicator”, KPI sounds like a phrase concocted in a lab or something that a teen came up with trying to add more words to their high school term paper.
But we use “KPI” all the time — myself included — mostly because that’s what we’ve heard other people say.
But I’m calling it. It’s time to retire “KPI” – Even though this article could be a dangerous drinking game if you sipped every time you saw the acronym.
Do tough times reveal the true character of a brand? Facing the coronavirus (COVID-19) pandemic and subsequent disruption in nearly all industry sectors, how might a brand’s choices reveal its nature or true personality, strengthen or damage or perhaps transform its relationship with stakeholders?
With the end of cookie-based user journey tracking looming on the horizon, interest in marketing theory and methods from the pre-attribution era is on the rise again.
• Just make sure you have the bandwidth to keep up with new social media accounts — if you don’t, you’re simply wasting your time.
• Focus your efforts on the platforms that give you the best bang for your buck, and cross low performers off the list.
• Always strive to create content that exceeds the expectations of your audience — quality over quantity is a good rule of thumb to follow when it comes to content creation.
• Share your content wherever you have a digital presence and spread the word as much as possible.
• If you’re unsure of your target market, send out surveys and conduct research to find out, and get yourself back on track if need be.
• By posting high-quality eye candy in the form of photos and videos, you can draw in a much more significant crowd.
For better and often for worse, marketers and brands feel compelled to weigh in on public tragedies, natural disasters and other major social upheavals – some with sincerity and some opportunistically. The coronavirus is no exception.
CMOs need a robust and modern approach to marketing measurement, independent of any of the commercial interests in the ecosystem. To achieve meaningful progress, there are four critical dimensions to measurement that marketers must now master: commerciality, quality, frameworks, and testing. While the industry is making progress in building a universal solution, here’s what marketers can do now.
Retailers today face an interesting challenge, and competitive opportunity brought on by the growing customer demand for personalized products, recommendations and experiences. To successfully achieve this personalization, the delivery process for brands involves a necessary exchange, one that can be notably problematic if not handled properly.
Many consumers are prepared to take part in this exchange – relinquishing their personal information in order to receive desired commodities (tangible or intangible.) But brands must also take responsibility for negotiating this as a “fair value exchange,” by gaining trust and maintaining customer security, in order to be successful.
Analysts expect Google and Facebook will experience ad revenue declines in travel and other industries most affected by global efforts to slow the spread of coronavirus. On the ground, marketers and media buyers have been re-evaluating their near-term advertising strategies.
Loop Capital Markets analyst Rob Sanderson expects Google will see a 15% year-over-year decline in travel ad revenue in the first quarter and a 20% drop in the second quarter due to the coronavirus outbreak.
With the fast-paced lives we lead today, consistency provides a sense of comfort that we strive for.
Children seek consistency in their everyday lives which helps them to know what to expect from their parents at all times and provides them with the security they need to develop into healthy, confident adults. This need for consistency remains with us throughout our lives and is critical in helping us to build relationships of trust.
Marketers are faced with a world of conflicting information, and it’s often supplied without evidence or an agenda. So, who should industry professionals trust when it comes to knowing exactly how to deliver messaging that works?
Not every marketing department will be utilising the powers of a great email campaign, but even for those that don’t, simple principles still apply.
A lot of marketers find themselves in the position of being an order taker with their internal stakeholders who have lost sight of the value we bring to the table.
With agile marketing, we can gain empowerment to do the right things with our teams while also building healthy partnerships with stakeholders.
Yes, I know, email marketing has been around for decades, and by now, most people are aware of the basic metrics of email marketing performance and how they work.
But not everyone is across all of the data points and what they mean, and as such, a simple refresher can provide significant value to a lot of newer marketers looking to maximize their campaigns.
For email marketers, fraud remains a persistent and serious threat to their businesses, brands and their customers.
That’s what the new Brand Indicators for Message Identification (BIMI) standard aims to help fix by giving brands a way to both stand out in the inbox while ensuring fraudsters aren’t masquerading as your brand.
But as with anything new, marketers have a lot of questions about just how this new standard works. That’s why we’ve compiled the following guide.
Have you hit roadblocks in your digital transformation journey?
You’re not alone. According to a recent study by IDG, 51 percent of IT leaders have stalled or abandoned some transformation initiatives, and 44 percent have made no process, operational, or technology changes whatsoever. But don’t let these sobering statistics discourage you.
The emergence of service-based delivery models in what were previously product sales categories has been one of the key sales trends of the 2010s.
What commenced a decade earlier in the technology sector with the ‘software-as-a-service’ model leapt across into other categories as brands noted the benefit of building recurring revenue and closer customer relationships through subscription services, spawning companies such as Dollar Shave Club.
• Half of advertisers (50%) have no plans to use artificial intelligence (AI) in their marketing, according to the results of a survey conducted by Advertiser Perceptions that was shared with Marketing Dive. That number is up from 36% in April 2019, when the company conducted a similar survey.
• In order of priority, marketers embracing AI use it for: advanced customer segmentation, media selection and buying, smart customer engagement, scaling marketing efforts and resetting objectives based on results.
• AI's role in creating ads is small but shows signs of growth, with 20% using the tech only for campaign strategy, 42% to customize existing creative and 38% saying it is inevitable they will use it to create original ads. The majority (60%) use AI to develop banner ads, 54% for social media posts, 45% use it for digital out-of-home campaigns and 36% for TV and connected TV video ads.
• Due to the real-time nature of a DOOH campaign, ads can be adjusted quickly in response to events. From small edits to an overall campaign shift, DOOH allows marketers to turn on a dime in an ad environment that demands it.
• Traditional OOH targeting was a real-estate business, with marketers forced to buy space based on educated guesses of where their audiences might frequent. Now, technology exists that provides specific, granular data using geolocation.
• Marketing teams can stop thinking of OOH as something that exists outside of their omnichannel digital marketing strategy. With the advent of the kind of granular data mentioned above, DOOH purchasing is available both directly and programmatically.
• DOOH combines the eye-level visibility of traditional OOH with the agility, analytics, and quick and easy purchasing of digital campaigns. With the right tools and attention to detail, DOOH presents a huge opportunity for brands to increase their visibility and foot traffic.
First, Defining Multichannel and Omnichannel Marketing
Multichannel marketing is defined as a marketing strategy used by brands to connect with customers or prospects across multiple channels. The goal is to ensure brand presence, discoverability and messaging on key platforms (like social media, Google search, Youtube etc) and utilizing mainstream channels (includes email marketing, tele-marketing etc) for reaching target audiences.
At the IAB’s recent annual leadership meeting, it seemed that advertisers and publishers were fond of saying, “first-party data is the new currency,” while all the vendors wanted to talk about is how to replace third-party cookies.
In my opinion, that’s just a workaround to do business as usual. The problem is that now all of the vendors that relied on third-party cookies are scrambling for a way around it with CNAMEs, universal IDs, hashed email addresses or phone numbers. All efforts are focused on continuing to identify a user across sites so that data can be collected and attributed to that user.
Ahead of The Drum's new online festival, Digital Transformation Week, we look at how some of the world's best-known businesses have grappled with the physical challenges and how digital-first companies are flourishing.
Here are five examples of major brands such as BMW, Disney and Apple adopting the need for further digital transformation, based on examples from the World Economic Forum.
In a recent article, I identified reactive marketing as a growing content marketing trend for 2020, following its increased adoption by marketers over the last decade.
As social media has gone from strength to strength, brands are using reactive marketing as a way of engaging with their audience on the spur of the moment, often with successful results. However, this type of content is not always guaranteed to succeed, and there are as many risks involved as there are benefits.
Gartner predicts 80% of marketers will abandon personalization efforts by 2025 because they’ll be tired of either a lack of ROI or the stresses of managing customer data. Or both. Yikes. So, what is a marketer supposed to do with that information? Five years from now, their tipping points of frustration with marketing personalization efforts will lead them to pack up their campaign bags and, what, go back to batch, blast and pray?
What does “modern marketing” mean to you? We can all probably think of a clever digital campaign, an innovative app, or some inspired creative work shared across multiple channels.
While these examples contain some of the hallmarks of modern marketing, in our view it is much bigger than that. Modern marketing is the ability to harness the full capabilities of the business to provide the best experience for the customer and thereby drive growth. In a recent McKinsey survey, 83 percent of global CEOs said they look to marketing to be a major driver for most or all of a company’s growth agenda.
In the past, brands created content two ways: in house or through an agency. These methods were usually used in tandem.
Agencies took on the big campaign work—TV commercials, out-of-home advertising, print, media buys, etc. Then as digital came along, they took on website design, banners, and the occasional god awful microsite.
Digital media is quickly evolving, but many brand websites are still catching up with the pace of innovations in outbound marketing. Sites are still overloaded with tags, aren’t optimized for organic traffic and have content that is hard to find.
In my work at SAP, I support a community of SAP customers in India – INDUS. One of the initiatives of this community is a micro-community of people who are working in their respective organisations around the topic of digital transformation. Members of this community are from organisations of all sizes, differ in their positions in the organisations and also come from varying functions. The passion for digital transformation is what unites them.
In twenty years as an industry analyst evaluating martech vendor platforms, I’ve witnessed hundreds of enterprises try to make good technology purchase decisions. All too often they get it wrong.
You can’t blame those decision-makers. Marketers in particular face intense time pressures and can’t readily find good templates for doing this right. Stress around making a poor choice sometimes leads to ill-advised short-cuts or paralyzing over-analysis.
Nike recently announced that it would stop selling its footwear and apparel through Amazon in an effort to take more control over its brand presence online. In making the announcement, Nike executives stated that the company didn’t need distribution for distribution’s sake. Instead, it wanted to make investments that would lead to a better online experience for its customers and build more direct, personal relationships.
More companies are bringing their marketing back home and rebuilding in-house marketing departments.
It's a trend that's been underway for years: Instead of outsourcing critical marketing activities to agencies (such as audience analysis, segmentation, content creation, or design, to name a few), businesses of all shapes and sizes are trying to rely on themselves—and resort to agencies only when they need coverage above and beyond what the in-house team can provide (generally during busy seasons or during product launches).
In 2018, business-to-business ecommerce sales through websites and online marketplaces surpassed $1 trillion for the first time, according to data published in the 2019 U.S. B2B Ecommerce Market Report. And in today’s global marketplace, with an increase in ecommerce sales comes an increased demand for ecommerce websites translated in languages from all over the world.
Aiming to double its sales in the next five years, Coca-Cola India has initiated a strategy to take its brands to people in semi-urban and rural markets in local languages for better penetration and began the journey with Bengali.
Bengali is the pilot project before the beverage MNC decides to foray into other local languages of the country including Hindi, a senior company official said on Wednesday.
Do you want to drive more engagement and traffic via the social channels you are distributing your content to?
Of course, you do.
However, developing and managing effective modern content marketing and social media campaigns are easier said than done.
“15 years ago the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points with nearly 50% regularly using more than four.” –KnexusGroup, “Omnichannel Stats You Don’t Want To Miss”
If you follow the history of baseball at all, you might know that Bill James, the father of baseball statistics, originally tapped into his first audience through a small announcement made in a baseball magazine.
One of the biggest stumbling blocks when trying to harness the power of cloud marketing technology is a fundamental disconnect between marketing, business and technology leaders. If unaddressed, this chasm between departments can not only impede the journey towards digital transformation but could stop it dead in its tracks.
In the year of the California Consumer Privacy Act, the data privacy movement is ascendant, and marketers are likely more aware of consumer concerns about tracking than ever before. But a fresh survey of 993 Internet users from audience intelligence firm DISQO suggests that marketers will need to continue navigating the trade-off between providing consumers the only type of ads they widely welcome — personalized ones matched to their interests — and transparently requesting consent for the kinds of tracking that make personalized ads possible.
Most consumers don't stick to one marketing channel. It's very likely that a consumer that follows your brand's account on Facebook also does so on Twitter, Instagram or several other social media channels. Mass marketing like billboards or radio and TV ads also impact these same consumers.
Geofencing — also called location-based marketing — is a type of mobile ad targeting that involves a two-step process as follows:
• Mapping out a specific geographic area where you want digital ads to appear.
• Triggering the ads when someone enters the virtual fenced-in area.