These days, nearly everyone knows Aflac — the company says it has over 90% name recognition — but it wasn't always that way. In the 1990s, the American Family Life Assurance Company spent nine years rolling out traditional advertising, and had only managed to lift national brand awareness to about 6% or 7%.
• Marketers this year are shifting from traditional advertising campaigns to more omnichannel strategies, according to a survey of more than 400 executives at major U.S. and U.K. brands by marketing agency Merkle. Results include that 88% of marketers this year plan to implement more omnichannel strategies, while 58% are investing in databases and analytics technology instead of campaign and decision management tools.
• Most (84%) marketers said they can analyze customers in digital channels such as websites and social, while 80% had seen a lift in customer input in product strategy and improvements. More than half of marketers (54%) said they have a clear definition for each key performance indicator (KPI) in their organizations, while 50% said marketing departments should oversee data rather than IT departments. Almost all (94%) of survey respondents said they work either very or somewhat closely with IT departments on new marketing technology solutions.
• About three quarters (74%) of marketers have implemented personalization in six or fewer channels so far, the survey found, with U.S. and U.K. marketers differing slightly. More than half (57%) of marketers in the U.K. are using personalization in five or more channels, while 47% of U.S. respondents have personalized four or fewer channels.
Lead generation is dead. Brands and publishers have been concentrating on driving high numbers of leads and ignoring quality creating a race to the bottom that benefits no-one. Dennis Publishing is pushing the boundaries of what’s possible in demand generation. To respond to this failure of lead generation, we’ve created a natural approach to customer communication called Nowse.
Data-driven decision making has been the mantra of most good CEOs and CMOs over the better part of the last decade. They want all marketing decisions to be based on solid data, which had previously not been available but is today in high amounts. But, data can be deceiving. It may lead you in one direction, when in fact the right answer may be completely in the opposite direction. Allow me to explain with this case study from my Restaurant Furniture Plus business.
Let me start with the obvious: Innovation is the buzzword. In fact, it has been the buzzword for so long, you could say we’ve developed a cult around it.
Board of Innovation, a global consulting firm, estimates that there are about 70,000 books on innovation available for purchase right now. If you read at a pace of 20 pages per day, it would take you about 2,500 years to go through them all. Looking for a shortcut? A Google search will yield you nearly 2 billion results. This publication alone offers 4,858 digital articles and 10,192 case studies.
Marketers are investing more of their budgets in databases and analytics management technology platforms than operational tech solutions like campaign and decision management tools, according to Merkle’s Q1 2020 Customer Engagement report, released Tuesday.
The survey, which polled 400 U.S. and UK based marketers, found that 29% said they spend more on management tech than operational tech, with another 29% reporting they invest only in management technology solutions versus spending on both.
You probably have heard of the old adage that says, “If it ain’t broke, don’t fix it.”
While this statement might hold true for a couple of life scenarios, it might not apply to businesses. For instance, a healthy marketing campaign might need “fixing” to improve it or to channel it to a market with better prospects.
Among traditional media, out-of-home (OOH) is the only channel growing while TV, radio, newspapers, magazines and directories are all contracting. And digital OOH, especially programmatic, is growing much more rapidly. The combined sector this year will exceed $8 billion in ad spending, according to the Outdoor Advertising Association of America.
Content marketing has, undeniably, grown dramatically in popularity over the last decade.
With that has come confusion about what it is and what the goals of it are.
When I started in SEO and digital marketing in 2009, there was no concept of “content marketing”.
Companies still weren’t convinced they could make money with a web presence.
It is all too easy to fall into the trap of the digital marketing comfort zone, but this can be a path into complacency, under-performance and ultimately decline.
When marketing campaigns consistently perform year after year and momentum is positive, you may be fooled into thinking that everything is working to near-peak levels with no need to stretch the boundaries or challenge this “everything is going great” sentiment.
As Veganuary ends we have seen a number of FMCG brands embracing the trend for all things plant-based. The calendar is smattered with short-term flashes of marketing opportunity, be it Veganuary, Go Sober for October, Black Friday or Cyber Monday.
Spending on digital marketing is expected to increase for 80% of chief marketing officers, according to the “Market Trends 2020” report by Chief Outsiders, a strategic marketing and management consulting firm specializing in executive insights.
The February 2020 report surveyed more than 50 chief marketing officers Chief Outsiders works with, all of which had experience with Fortune 500 companies and are now working at mid-sized businesses.
Now that third party cookies are on death watch, there are many questions arising about post-cookiepocalpyse marketing. Among them, what happens to attribution and what current or future methodologies will take their place?
To better understand the challenge of attribution going forward, we asked a range of marketing and martech executives to comment on replacement solutions and alternatives. Their reactions and responses cluster around three big themes: the importance of first-party data and customer engagement, identity resolution as a successor to cookies and developing a more sophisticated, holistic approach to measurement.
When asked how difficult it will be over the coming year to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debt, 88% of the CMO consultants surveyed by executive service firm Chief Outsiders said it would be difficult — with 10% claiming it will be “very” difficult.
The survey polled more than 50 of the C-level marketing consultants who serve in fractional and part-time CMO roles.
First, the good news. Consumers are likely to purchase more products from and recommend, a company that provides exceptional customer service.
That’s a key finding in the 2019 NICE inContact Customer Experience (CX) Transformation Benchmark study, which captured and compared the attitudes of 2550 consumers in the US, UK and Australia.
The report confirms the importance of customer service on the companies’ bottom line.
• Remarketing is your friend: The common myth is that remarketing is a form of stalking consumers who previously interacted with your brand, but when done correctly, it can be very beneficial and 90% of marketers would agree.
• Going beyond personalization: By adjusting efforts like the timing of push notifications, the mediums being used to deliver those ads and incorporating more creative copy, companies can provide experiences that make the consumer fall even more in love with the brand, fostering stronger brand loyalty.
• Breaking a brand’s mold in 2020: A new decade is the perfect time for brands to be edgier and more creative. Companies should try shaking up their strategies and highlight ways that differentiate themselves from their competitors and offer consumers a unique experience.
Any marketer out there wondering whether they have the confidence, the chutzpah, the sheer bravado to make it in our hyper-competitive discipline should ditch the introspection and do what any good marketer should do, multiple times, every day: turn their gaze outwards, to the consumer.
It can be grounding, and humbling, to recognise that there, too, confidence is an issue. Or rather, lack of it. Maybe they haven’t yet tried your brand. And maybe, in a low-key kind of way, they’d be curious, at least, to give it a go. Which is great.
Google hasn’t been merely a search engine for some time. These days it has grown into a massive space on the web where businesses and potential customers can meet. In this article, we’ll touch on the aspects of using Google for branding.
Here’s a list of Google’s underused services, and suggested ways you can use them to your advantage.
Every salesperson has experienced that moment when a prospect is interested and a little extra something will close the deal. But if your sales team’s promises set expectations that differ from the company’s strategic plan, long-term trust and credibility will be sacrificed for a shorter sales cycle—and a quicker road to a commission.
When this happens, it reveals less about the skill of the salespeople than it does about the need for a clear sales enablement strategy. While everyone acknowledges the need to equip the sales department with the information and tools to understand buyers, providing these often takes a back seat to demand generation activities. Salespeople are left to beg for help or simply figure out the answers on their own.
That rich data is an amazing opportunity for marketers. For years, they’ve been promised a 360-degree view of the customer that will enable the kind of relevant, personalized experiences customers want. Now, all that data is on hand — it just has to be assembled and orchestrated properly.
If you asked your retail staff to look customers in the eye and greet them with a smile, would that hurt your business?
U.S.-based Walmart discovered this in 1998 when it opened its first German store. Germans, it turns out, don’t appreciate being greeted in the front lobby by a friendly staffer in a blue waistcoat. They also don’t know how to react when employees smile at them. What are standard practices in the U.S. actually alienate German consumers. Walmart eventually scrapped these policies in Germany.
Consumer demands are evolving quickly, and many marketers are turning to insights-driven marketing to stay ahead. This technique provides a new way for marketers to utilize insights from data analysis, collected through consumer interactions, to drive business performance, and optimize their overall digital marketing efforts.
Determining why customers should choose your product is the foundation of a successful marketing strategy. You’re either a new product entering a crowded marketplace or a niche product whose benefits are being introduced to the world. Regardless of what category under which your product falls, it’s important to establish a connection with your targeted customers by speaking to their needs and wants, a practice that creates a culture of brand love.
Sometimes writing content for brands can feel like the most under-appreciated job. Which is kind of funny because most people say they suck at writing.
Whether they are good at writing or not, there are a lot of people in companies who feel they know as much, or more, than a content marketer about how to write for their customers. So what’s a marketer to do?
Brands have always struggled to maintain market visibility during election seasons. The media space becomes invaded by political messaging. This has only intensified in 2020’s unique political climate.
U.S. voters are more politically charged than at any other time in recent history, throwing the polarization of the electorate into even sharper focus.
Data forms a cornerstone of every modern business, but too much data can easily get out of hand. As Marketing has moved online, the number of sources of data has dramatically increased. Now, across Advertising, Marketing, and Sales platforms, there are dozens of streams of data for marketers to round up, and it is easy for useful information to get lost in the process.
Digital marketing is a constant battle trying to understand why consumers make purchase decisions and how to leverage this information to optimize future marketing campaigns. According to Target Marketing Magazine, 25% of B2B companies were using intent data and monitoring tools, but 35% of companies expected to use them within the next 12 months.
It’s no secret that innovation is key to having a successful business. But then again, so is meeting customers’ expectations. Those goals are mutually exclusive, right?
Wrong. In fact, they should go together. Popular brands are actually driven by customer expectations.
The 1923 book Scientific Advertising by Claude Hopkins spawned the modern world of direct marketing. It’s lauded by many legendary marketers and copywriters of the 20th century, including agency king David Ogilvy and legendary copywriter Gary Halbert, and its message has only become more relevant in the digital age.
While controversy still brews over whether our attention spans have actually shortened, the opportunities to fracture our concentration — whether it be multiple tabs on a browser screen or texting while driving--have likely arisen with the proliferation of the smartphone. Entrepreneurs are tasked with capturing the undivided attention of their prospect faster than ever before.
American consumers are taking the privacy of their personal information more seriously — and marketers are planning to invest more protecting user data in the coming year, new research shows. The majority of marketing executives (71%) surveyed in the same study expect their company investments in data privacy to increase this year.
Eighty-four percent of consumers have declined to do business with companies that required too much personal information, according to the study by customer engagement platform Braze. Three out of five consumers surveyed said they have deleted apps from their phones due to privacy concerns.
Back in December, we explored how marketing has transformed from a product-pushing entity to a customer-focused team striving to build value-based customer relationships. We concluded with the idea that marketing needs a systems mind-set—an approach to dealing with constant change that provides habits and tools to encourage us to be flexible thinkers and celebrate new ideas and ways of looking at things—to maximize its effectiveness using the technologies it has at its fingertips today. Now let's delve into this idea even further.
Marketers want personalization. We know that. And the numbers back it up. In fact, 92% of B2B marketers say personalization is a must, according to an Adobe 2019 report on personalization (PDF). But 91% of senior decisions in the same report say their companies need to improve personalization capabilities. And, according to our own research on what people search for in this arena, we found at least one search term that corroborates the difficulty personalization: “Why is marketing personalization so hard?”
Here’s a big question that may or may not make you squirm:
Are you reaching your content marketing goals?
If you reluctantly whispered “no” and felt uncomfortable, that’s okay. We can fix this.
You’re not alone, either. 57% of marketers don’t measure content marketing ROI, according to Content Marketing Institute’s most recent research.
Even though marketing has changed quite a bit over the past decade as new channels and strategies have opened up, there is one method that remains just as effective as ever – email marketing.
Email marketing averages a 3800% ROI for both B2C and B2B companies, and 80% of businesses find that it directly correlates to higher business retention, too. However, email marketing has not stayed completely the same over the past few years and companies will need to adjust to stay relevant in 2020.
• More than 72 % of corporations now have an in-house agency and that number continues to grow, according to a new report from In-House Agency Forum (IHAF), an association for internal agencies, shared with Marketing Dive. However, many of these internal creative teams lack the autonomy needed for businesses to fully benefit from their skills and institutional knowledge
• Internal agencies are challenged by the fact that they don't operate autonomously with regard to marketing communications and creative strategy, IHAF found. Only 33% of those surveyed said they have an ample amount of autonomy in marketing communications and creative strategy. By comparison, 55% report having a high degree of autonomy with creative execution. Client diligence is also an issue, with 54% of marketers using less planning around project initiation with their internal agencies as compared to external agencies.
• Just over half of respondents said their in-house agency isn't adequately funded, and 79% said that hiring more specialty talent related to video, digital, social media and analytics is necessary. IHAF's report, conducted with Forrester Research, is based on responses from 368 companies.
Organic reach died years ago. Marketers just forgot to bury it.
It all started when Mark Zuckerberg pulled one of the greatest bait-and-switches in business history. He promised brands and agencies freedom from the confines of paid media, then completely changed the rules of the game. It’s why he’s one of the wealthiest people in the world. It’s also why you’re not fully satisfied with your social media performance. You’re probably still clinging to the notion that your brand or client can get something for nothing through so-called “owned” media. But that’s always been a flawed mindset.
We’re used to hearing about failed digital transformations, but stuck or struggling transformations are just as common. This IDG research finds that 51 percent of organizations have stalled or even abandoned parts of their transformation initiatives because of challenges they faced.
Encountering obstacles doesn’t have to mean the end. Here are three key areas leaders should focus on in order to get their digital transformation back on track.
The decade that just ended was tough for marketers. Challenged by peers to deliver more with less post-financial crash, some got trapped in a data-driven digital dead end where efficiency trumped effectiveness.
Outcomes were arguably more attributable and success ostensibly more easily demonstrated but influence on strategy diminished.
Google’s recent announcement that Chrome will end support for third-party cookies didn’t come as a surprise to anyone who’s been paying attention. Safari and Firefox had already moved to block browser tracking, and regulations such as the General Data Protection Regulation and the California Consumer Privacy Act strongly signaled this response to growing consumer privacy concerns.
People love visual marketing. In today’s social media-centric world, great visual content can make a huge difference in your marketing campaign. If you’re not doing video yet, it’s time to start.
A simple way to jump into video is to make screen recorded videos. These are short, simple videos that follow what you’re doing on your phone or computer screen with a voiceover in the background. Videos like these are a good way to get your feet wet while improving engagement and testing the format on your social accounts.
The best experiential marketing campaign breaks through the messaging clutter and compels a prospect or customer to stop, read (or listen), and engage with the brand, business, product, or service.
Experiences – whether online or in real life – can be way more memorable than two-dimensional communications.
Let’s face it – there are days when the creative well is dry and you would rather go to the dentist than write some fresh content for social media or your website. After all, if you can’t create outstanding content, why do it at all? You may be tempted to chuck the whole thing and go back to doing something more fun – like filling out expense reports (just kidding on this one!).
I promise that you will be rewarded by your decision to stay the course and persevere with content marketing, but it may require a switch in mindset. There are some principles you must adhere to (non-negotiables) and a few “nice to haves” (negotiables) that you can improve on as you go along.
The chiefs behind many corporations today are trying harder than ever before to make their businesses appear likable and conscientious. And the sales teams of news publishers are responding accordingly.
Exploding quantities of data have the potential to fuel a new era of fact-based innovation in corporations, backing up new ideas with solid evidence. Buoyed by hopes of better satisfying customers, streamlining operations, and clarifying strategy, firms have for the past decade amassed data, invested in technologies, and paid handsomely for analytical talent. Yet for many companies a strong, data-driven culture remains elusive, and data are rarely the universal basis for decision making.
• The majority of marketers (77%) are concerned about how automation and artificial intelligence (AI) will affect branding, according to new research from Bynder that was shared with Marketing Dive.
• The 2020 State of Branding Report found that 56% of surveyed marketers think AI could negatively affect their brands by diminishing creativity, reducing jobs or impacting differentiation. About a quarter (24%) said they think AI would benefit their branding. Another 23% said that branding can't be automated. The study includes feedback from 500 marketing and branding professionals in the U.S. and 500 in the UK.
• The research also suggests that the martech industry is poised for further growth. According to the report, 68% of marketers will increase the number of vendors they use this year. Only 10% of those surveyed plan to scale back. As the tech stack increases in importance, marketing teams are struggling with new issues. For instance, 21% of marketers identified a skills gap, 20% data overload and 18% were overwhelmed with options.
For over a decade now we've been hearing rumors of email's demise. Email is the oldest means of digital communication and we have several other options now, so it makes sense that people would eventually move away from it and move toward newer, more streamlined means of digital communication. The truth, though, is that 90% of Americans still use email, and they range in age across every generation. What’s more, 58% of people check their email first thing in the morning — before any social media activity.
Whether you work in-house, at an agency, small businesses, enterprise organizations, for-profits and nonprofits, every organization has its own culture. I’ve worked with colleagues in a whole lot of different roles and found there are allies and frenemies (and hopefully not foes) for marketers in every case.
Through kindness and persuasion, some reluctant colleagues can turn into allies and champions for change. Depending on the size of the organization, marketers can develop an organizational plan with allies to strike the right balance of martech that works for all.
Some people embrace change while others avoid it. The same can be said for companies. You may work for, or with, a company that’s set in its ways and unwilling to bend and on the flip side you might encounter one that’s willing to take a chance or step out of its comfort zone.
If avoiding change doesn’t work in your personal life, how do you think your business will fare? The instant gratification we get from social media and our handheld devices is trickling down to business life.
Privacy regulations are create barriers that increase the difficulty of sending marketing emails to consumers, increasing the importance of transactional emails that companies are permitted to send without explicit consent.
According to SparkPost’s 2020 Transactional Email Benchmark Report, companies recognize this. Indeed, 95% of those the email delivery platform firm polled indicated that transactional emails, which include purchase confirmations, notifications and onboarding communications, were “very important” or “somewhat important” to their customer engagement efforts
The next decade certainly promises plenty of change in the brand-marketing world. Whether it's artificial intelligence (AI) making headway, over-the-top television gaining critical mass or mobile platforms changing the way we share content, technology will keep marketers on their toes.
But how much change will we see in the next 12 months? Here’s is a trio of trends I expect to see develop during 2020.
It’s increasingly difficult for organic search listings — the 10 blue links — to win the click. Organic real estate is shrinking as ad blocks grow. And competition is increasing from other organic features, such as map packs, carousels, and image results.
Moreover, the 10 blue links on the first page of search results are returning diminishing results, especially if a link is not one of the top three. Rich snippets, which are powered by structured data, can make your links stand out.
eMarketer states that US digital ad spend will be $151.29 billion in 2020. That’s a little less than in 2019 and is predicted to continue to decline over the next few years slowly. However, the percentage of total media ad spending on digital ads is increasing year over year.
Gerry McGovern recently asked why so much software sucks. The article made me think about why so many content projects fail. For example enterprises, instead of focusing on easing the capture of information, just expect people to put content into the system. Over in the web content universe, the focus is mainly on creating more content and less on why.
According to the author of the best-selling book, 'The Technology Fallacy', most companies are getting digital transformation wrong, assuming that the correct response to digital disruption must involve the deployment of modern technologies. In reality, effective digital transformation may not involve new technology at all.
This is our first social roundup of 2020 and we’re kicking off the year with some of the biggest platform news and campaigns, including Facebook for Super Bowl LIV, NBC for the Olympics, and First Direct.
How important is marketing technology right now?
Roughly 69 percent of marketers believe it helps them excel in their roles, according to a Walker Sands state of martech report, and Gartner research reveals businesses are spending more on martech than ever — as much as 30 percent more.
Nobody understands how to use marketing analytics in real life. That may sound like an exaggeration, but it’s generally true. Tons of articles describe why marketing analytics is so helpful for marketing, but few show the steps for using it in real life.
Call this a guide. Or an article that might open your eyes. Or simply a light that shines through the marketing analytics darkness. – Intro – Anchoring marketing analytics to strategy – Using marketing analytics through the whole life of the company – A few success stories of using marketing analytics – Wrapping up
The goal of any business is to generate sales for revenues. But generating revenues is a multi-step process which requires that you first nurture people before they buy a product.
When you go to a shoe store, for example, it isn’t appropriate for a sales person to immediately ask how a potential customer is going to pay after he or she has looked at several pairs of shoes. The proper thing to do instead is to ask that potential customer’s size and to show them alternatives.
In short, setting up a marketing funnel is a must.
Reusing the same stock photos as everyone else is far too common. Here’s where to discover new visual asset pipelines to create better custom content.
The saying today that “everyone is a content creator” belies the fact that the titanic slug of imagery that oozes through the internet and powers the half-trillion dollar marketing industry can all be traced back to just a few sources. That’s our visual supply chain, and it’s in critical disrepair.
Decisions of all kinds are increasingly made on screens — and with that shift comes an often-ignored consequence: the design of the digital world can profoundly, and often unnoticeably, influence the quality of our decisions.
A review of recent research provides clear evidence that many organizations are currently undervaluing the power of digital design and should invest more in behaviorally informed designs to help people make better choices. In many cases, even minor fixes can have a major impact, offering a return on investment that’s several times larger than the conventional use of financial incentives or marketing and education campaigns.
Over the years, B2B marketing has gone from one extreme to the other. Before marketers embraced tech, B2B campaigns were largely built on gut feelings and guesswork. Now that they've welcomed tech with open arms, marketers are wasting time using every tool and metric under the sun.
Today’s B2B marketers have to wear dozens of hats to accomplish even the simplest tasks. But with a bit of strategy, marketers can find that elusive middle ground.
Resourcebase, an award-winning European digital asset management (DAM) platform with unique dynamic artwork template technology, has appointed Blue Leopard LLC of Birmingham, Michigan to drive its expansion into the US market.
Marketers face a dual challenge. In addition to navigating an increasingly complex and competitive operating environment, they must also grapple with an emerging term that's essential in the industry lexicon: zero-based budgeting. But what does it actually mean? Dimitra Spiliotopoulou, Regional Vice President at Nielsen Marketing Effectiveness, explains.
Taking the wide view, it signals the dominance of a leaner era. With budgets cut for the first time in seven years, marketers must now more than ever build a robust case for how campaign strategy will benefit the business and justify spending needs as they go, instead of working from one big cashpot.
Let’s face it: link building is tough.
And it’s only getting harder.
Long gone are the days when you can get away with buying links, yet links remain one of the top 3 ranking factors.
If you want to rank in 2020, you need a great link profile pointing to your domain.
Customer data is now available at an unprecedented scale, and the technology to enable meaningful and positive customer experience (CX) has never been more advanced.
What's more, there is broad consensus that CX is critical as a competitive differentiator.
So, why is it that CX efforts so consistently fall flat?
Data. Data is the center of so much going on in our business operations these days. So much potential and benefit; yet do we see marketers truly harnessing the power of data to impact customer experience? What is going to shape marketing over the next few years? And what should marketers be doing now to leverage data?
The evolution of marketing hasn’t been a straight road. As the world becomes more digital and more connected, the way that we use marketing has to change and adapt accordingly.
In 2010, Instagram launched. That means that many of us remember a time before Instagram. Which honestly, feels weird to say. When entire agencies and social strategies rely on ‘influencers’ and ‘Instagram’ as their center point, it’s strange to consider that this is a relatively new way of working.
Due to constant shifts in the marketing landscape and shrinking budgets, CMOs are under more pressure than ever before to deliver results that prove the value of their investments. But despite Gartner’s predictions that CMO’s will enter 2020 with even less resources to work with than in previous years, America’s marketing chiefs remain optimistic thanks to an ace up their sleeve—agility.
Industry struggles of the 2010s have made today’s CMOs more agile than ever before; still they can expect 2020 to test their limits. To meet the challenge and create success for their companies, here are five trends marketers must act on now.
In the current digital market, customers demand immediate, relevant, and tailored interactions with the organization they choose to do business with. It is no wonder then that data and analytics shared the top spot in the 2019 CIO Tech Poll study for the biggest expected budget increase over the year (47%) with alongside disaster recovery.
As Matt Feyling, Vice President, Analytics Practice at Trianz observes, “To meet the growing expectations of modern consumers, it is absolutely vital that organizations consider and understand how to effectively capture, use, and measure the impact of their data as part of their digital transformation.”
The pace of change in business is forcing many companies to transform, often enabled by technology. This is variously termed digital transformation or tech-enabled business transformation, but regardless of label, technology leaders are at the center.
Preliminary data from Deloitte’s 2020 global tech leadership survey shows 79 percent of organizations globally are engaged in a digital transformation effort, with nearly half (45 percent) of transformations undertaken as a reactive response to imminent market threats.
Ten years ago, Seth Godin’s book “Permission Marketing” changed the way we think about developing relationships with our customers. Today, the noisy atmosphere and constant concerns of data privacy call again for a new paradigm, a new way where marketers and consumers work together to craft better Marketing and Communication experiences.
Until recently, there has been little compelling reason for companies to embed privacy considerations deeply into their larger business strategies. While consumers say they care about privacy, few have placed any real value on protecting their data. Further, while many privacy laws call for severe penalties, it appears that actual fines will be considerably lower and only the worst offenders will be impacted. The costs to fully meet all privacy requirements can also be quite high for most companies.
Creating a content marketing strategy can be like eating vegetables. It’s important — critical, even — but it’d be nice if you could cut straight to dessert.
The part of my job I like the most is the writing. In my experience, that’s where the rubber meets the road. That’s how I make the most direct impact for my clients — it’s the ground-level implementation that builds the relationship between the company and the customer. The greatest content marketing strategy in the world won’t help the company if the writing is bad or misaligned with the strategy.
Ding. Dong. The Gartner Magic Quadrant for Web Content Management is dead. The research and advisory firm announced in a note to clients this month it is retiring the WCM Magic Quadrant — and accompanying “Critical Capabilities” report — because the market “has reached its maturity with products becoming more homogenized.” Gartner researchers added, “Client demand has been shifting from WCM to the broader scope of DXP (Digital Experience Platforms).”
Social ads have become the same billboard you see every few miles of highway, that strange repetitive advertisement you see while streaming your favorite shows.
While these paid ads are supposed to convince consumers to stop scrolling and learn about a certain product, companies are still wasting valuable time and money by using tired content and skipping comprehensive targeting of niche audiences on platforms. The user experience is vital to the success of brands on social media, and those sticking to poorly developed, scattershot advertisements of old are not only negatively impacting their sales but also obstructing the social media experience as a whole.
Settling into habits can be the beginning of a dangerous routine that will eventually set teams behind. The rapid evolution of more sophisticated marketing technology demands attention, but organizations lacking the agility (or the willingness) to adapt and adopt certain practices will fall behind their competition.
It’s easy to develop professional habits — it’s human nature — especially in day-to-day tasks and responsibilities. Being an agile marketer requires us to venture outside of our comfort zones to be successful, and an agile approach to managing customer data could transform your martech programs.
It’s a fact. Today, every business needs a strong social media presence. No matter whether you run a small local shop or a multinational company, social media should be an essential part of your marketing strategy.
Not only a social media platform helps you connect with your target audience, increase awareness about your brand, but it also boosts your leads and sales to a great extent.
Marketers predicted that they will use more content-driven campaigns and audio and emerging formats in 2020, according to new research from World Media Group.
About 80% of marketing professionals worldwide surveyed in October 2019 said they expect content-led campaigns to grow over the next two years, with 19% saying they expect they would stabilize. Only 2% of respondents said there would be a decline.
E-commerce sales are growing year on year, as are the number of e-commerce businesses in each industry. But B2C brands that wish to ride the wave of e-commerce success can’t afford to be complacent.
The reality is, consumers are faced with temptation from their competitors every day, many of whom offer a similar user-experience to your own site. And once they are on your site the consumer might also realize that there is relatively little difference between your products/prices versus those of your competitors. However, there are still ways to differentiate yourself. The online e-commerce experience is where you can make a real difference!
• Predictive advertising is a subset of predictive analytics that uses historical data, ML techniques, and algorithms to accurately target audiences and optimize ad copy and media spends.
• Tools like Google’s Lookalike Audience and Facebook Similar Audiences use predictive advertising to study audience behavior, anticipate customer needs, increase click-through rates, and drive business profits. They also provide additional information regarding location, age range, interests, and more.
• Using cluster models and content automation with AI to produce high-quality content tailored to a specific audience or persona type.
• Businesses can use real-time data and optimize their ad placement strategy to deliver appropriate advertising and encash on the micro-moments.
With the threat of global recession looming, brands need to consider contingency plans for their marketing strategies – and new research suggests the traditional areas to be cut at such times may not be the right ones.
Writing exclusively for WARC, David Dixon, Sebastian Shapiro and Nicole Wolf of marketing analytics company Marketscience outline the findings from their analysis of the last five major recessions, looking across factors including sales shares, brand equity, customer satisfaction, marketing spends, and operations expenses data.
Multicultural marketing opens new roads for brands to engage with their consumers outside the “majority audience.” It targets specific consumer segments based on ethnic and socio-cultural patterns, building a deeper emotional connection that increases the chance of a conversion.
How to know if your marketing and sales efforts are eroding your growth
How would you describe your current marketing and sales motion?
Do you have a finely tuned, highly repeatable, highly predictable model for generating demand and closing business? Could you easily turn the dial for demand up or down? If you had another dollar to invest in sales and marketing, do you know what impact it would have?
Brands, organizations, and institutions use social media platforms every single day to connect with their audiences, raise awareness, and drive leads and business.
With an engaged following on one or more of the major social networks, brands can effectively spread the word about campaigns, new initiatives, and new products and services. However, simply having 1,000 Facebook fans or 200 Twitter followers is not the best indicator of social media success.
When I first started out in photography I didn't have any specific process to manage any of my images and files. This is one of the primary reasons I don't have many of my early images anymore. It's a shame because I was quite proud of some of the images I had produced.
Lately, the venture community’s relationship with advertising tech has been a rocky one.
Advertising is no longer the venture oasis it was in the past, with the flow of VC dollars in the space dropping dramatically in recent years. According to data from Crunchbase, adtech deal flow has fallen at a roughly 10% compounded annual growth rate over the last five years.
Closed captioning, like subtitling, display text on a video screen to provide additional and/or interpretive information. These textual supplements to visual content can do wonders for your Marketing and Search Engine Optimization (SEO). Having closed captions and subtitles available in many languages can vastly expand your viewership and therefore your potential reach and revenues. Current Digital Marketing trends are pushing constantly to greater globalization of translated Video material and Content Marketing. Your strategy should include an efficient and cost-effective textual rendering of multiple languages.
• Budgets are tight, but marketers can still deliver. 2020 is a great year to reevaluate practices and priorities. With a shortage of funding, quality over quantity should be a main focus, as many marketing teams won’t be able to cast content to such a wide net.
• Anyone can say that most industries are reaching oversaturation and that it is becoming difficult to stand out from the competition. This isn’t news. What is news is the idea that marketers should focus more on how they sell and less on what they sell in 2020.
• AI was once again one of the top marketing buzzwords in 2019, but the industry has not yet reached peak adoption. 2020 marks the year that marketers need to stop hiding behind advanced data analytics and branding them as “AI” and instead focus on the real thing.
Digital transformation is a high priority for CEOs, but embarking on the journey to digital transformation relies on a number of key factors.
Digital Transformation is a priority for many CEOs, probably due to the sky-rocketing market share and valuations of tech-led new entrants to traditional markets, but it’s not just Silicon Valley digital disruptors that are reaping the benefits of DX. Across all sectors, digital leaders outperform their competitors. According to a CapGemini report into over 400 businesses, digital leaders - those companies which have successfully adopted technology to transform their business - can expect to enjoy +9 per cent revenue from physical assets, +26 per cent profitability and on average +12 per cent market valuation than their peers.
Top performers break through the digital ceiling because they think differently.
Few companies still are reaching their full potential when it comes to digital transformation, according to a new report from Infosys Knowledge Institute (IKI), the research arm of Infosys.
Infosys Digital Radar 2020 assessed the digital transformation efforts of companies on a digital maturity index and found year-over-year progress in basic areas, such as digital initiatives to improve a company’s efficiency. Most companies, however, come up against a “digital ceiling” when trying to achieve the most advanced levels of maturity, it said.
The report, which surveyed more than 1,000 executives globally, ranked the most digitally advanced companies as “visionaries,” followed by “explorers” and then “watchers.”
Despite all the progress and innovations, marketing still remains a numbers game, at least to some extent. What changed is that instead of merely multiplying audience numbers (and, consequently, budget lines), savvy marketers look at the figures at hand and attempt to understand the message behind these.
While data science cannot explicitly help you acquire more customers on command, it can tell you when, where and how you should pitch your target audience to maximise yields and minimise waste.
Rakuten Marketing estimated that on average 26% of marketing budgets are wasted on ineffective channels and strategies. There’s even more money left on the table because spreadsheets alone can’t tell who your best customer is and which touchpoint will be crucial for “sealing the deal” with them.
In a recent survey of 200 marketers, 86% told Merkle they have budgets defined for personalized messaging initiatives and 82% had martech solutions in place to implement personalization. Further, 89% claimed to have the “organizational structure” needed to execute personalized multi-channel marketing plans.
It would appear marketers are prepared to deliver on consumer expectations. There is also evidence that suggests businesses that excel at personalization have a competitive edge. For example, retailers using advanced personalization messaging tactics drove 17% higher revenue than retailers relying on “more basic” efforts, according to Merkle’s findings.
Back in January 2016, the BBC launched its own in-house creative agency, BBC Creative, which now comprises over 150 staff.
Alongside a number of well-received digital ad campaigns – BBC Creative has also received praise for its out-of-home-activity.
Here’s a look at why its most recent campaigns have been so effective, and what we can learn from its work.
Well, here we are. We’ve made it to 2020, the year that so many believed would be a milestone for voice search, because allegedly, 50% of all search queries by 2020 were going to be conducted via voice.
I think most people by now are aware that this stat is, to use the technical term, bunk. Many of them have been nice enough to link back to my own articles on the topic! (If you’re interested in reading about why the '50% by 2020' “prediction” is so unfounded, you can do so here. The short version is that this statistic never existed as such; it also came from a prediction about voice search in China, which is a very different landscape to the west).
The single view of the customer has been marketing’s Holy Grail for decades. A variety of solutions, such as data warehouses, business intelligence applications, master data management systems, and customer relationship management solutions, have all emerged to deliver that treasure, but they’ve all fallen short of the task. Customer data platforms (CDPs) are the latest shiny arrow in the archer’s quiver. These tools are gaining traction because they rely on modern computing foundations, but they also have not yet fulfilled marketers’ dreams.
Interest in a central customer information repository is pervasive. “Marketers know they have trouble getting control of the information needed to connect with customers in meaningful ways,” says Steven Casey, a principal analyst at Forrester Research.
When it comes to email marketing for ecommerce, you know the drill. You need to do it without spending too much. You need to make it less promotional while still bringing in sales. You need to stay in touch with your audience without spamming them.
Enter your blog. Blog content is with you every step of the way, from driving leads with locked content, to segmenting your list, to building targeted email flows.
Digital transformation. It’s a big buzz phrase right now, and rightly so. Gartner has found that nearly 90% of surveyed senior business leaders believe that digitization is a do-or-die undertaking for many companies. John Chambers, Cisco’s CEO for 20 years, rather bluntly prophesied the deaths of many companies that do not digitally transform: “Forty percent of businesses in this room, unfortunately, will not exist in a meaningful way in 10 years,” said Chambers in a keynote address. He added that the only companies that will survive will be those that manage successful digital transformations.
The end of the decade will be here before we know it. And despite prevalent fears about an upcoming recession (one expert says we will likely avoid in 2020), most marketers are optimistic: in fact, 61% of CMOs expect marketing budgets will increase in the coming year.
If CMOs’ predictions prove true, marketers will have more flexibility with their strategies with the added responsibility of justifying their expanding budgets. As a marketer, the same holds true in that you’ll need to remain nimble and forward-thinking to ensure you make the most of your budget and make the biggest impact on your organization.
Content marketing has been proven time and again to be a useful strategy for reaching potential customers. To do it well, your content creation needs to be on point. A big part of that? Writing in a way that connects with your target audience and clearly shows them what makes your brand better than competitors.
Are your writing skills up to par? Keep reading for 15 tips to make sure your marketing copy helps your business shine.
As we settle into 2020, here’s a staggering workforce stat for you: It’s estimated that this year, Millennials will represent more than one-third of the global workforce. With Millennials (born 1982-1996) overshadowing GenXers as the largest generation in the labor force, you might think that every organization would have a strategy in place to harness the capabilities of this growing workforce.
But that doesn’t appear to be the case. Instead, we’re still regularly reading about how Millennials are being pitted against Baby Boomers and GenXers. We Millennials still hear the stereotypes about how we’re entitled and must receive a pat on the back for every minor task we complete.