Google announced some updates to how it plans to inform users about the ads they see, including a new type of schema, as well as the latest on Privacy Sandbox proposals to manage ad serving, measurement and more without third-party cookies and cross-site tracking on Friday.
Whether you’re putting together your digital transformation strategy from scratch or revisiting the plan in light of disruption, try to start from a point of curiosity. The most effective digital transformation strategies begin not with a slew of answers but with asking the right questions.
The recent launch of Facebook Shops is taking on Amazon and Google by blending e-commerce with the world's biggest social media platform. The timing is perfect, as many consumers remain homebound during the pandemic, and turn to digital sources to shop and stay social. Learn how Facebook Shops could evolve by following in the footsteps of China's wildly popular WeChat social commerce platform -- and how U.S. and foreign retail companies can benefit.
There is now a clear drive by companies in most B2B sectors to optimise the customer experience, leading to digital content marketing processes such as customer intelligence and analytics, deeper persona research and personalisation, and interactive media.
Though digital marketers felt pressure before to justify their marketing spend, this is a whole new ballgame. Marketing is often an easy target for cost-cutting because of how frictionless it is to adjust course quickly. There’s often no contract or penalty for reducing ad spending, but that doesn’t mean there aren’t consequences for doing so. Will cutting spend in top-of-funnel and brand marketing while maintaining only the areas of highest direct ROI help in the short term, but leave the business less competitive in the long term?
Why digital experiences must evolve to compensate for the lack of offline opportunities and meet today’s high consumer demands, writes Matthew Baier, CMO and COO of Contentstack.
As we enter months of a socially distanced world, digital experiences have begun their evolution to compensate for the lack of offline opportunities, hoping to meet today’s high consumer demands.
The number of organizations producing virtual events exploded as COVID-19 spread. Innovation has been rapid. Results have been mixed.
After producing two large virtual events for the martech and search marketing communities, with another martech event planned for this fall, we’re beginning to answer some questions about the characteristics and capabilities of the medium and its ability to satisfy the needs of attendees and exhibitors/sponsors.
In the early 1950s, Malcolm Purcell McLean stood in a massive line of trucks waiting to be offloaded by dock workers. The tedious process involved buckets of sweat and universal backache for the many men that formed the highly unionized dock crews.
We are all still in the throes of the pandemic and there is no real end in sight. In this ever evolving, ever changing marketing landscape, there is no certainty as to what our new future is going settle down to look like.
Digital marketing campaigns are an important part of business, though it can be challenging to measure ROI. In some cases, measuring ROI prematurely is counterproductive.
As the leader of a digital transformation strategy, you kickstart the digital transformation journey with a solid plan. But rarely do things go as you expect.
Hiccups and roadblocks catch leaders off guard and make them feel like they are constantly recalibrating their goals. At times, leaders feel lost and disoriented and need to evaluate how far they have reached in the journey.
Simplified contact center workflows provide better experiences for both customers and employees, Ed Creasey, Calabrio's director of pre-sales, said during last week's CX Network Contact Center seminar.
"What were simple customer journeys have become complex and convoluted. We can deliver great customer experiences by getting the workforce experience right. If we get workforce experience smart and personalized to our employees, then they can give a great customer engagement. But it has to be easy."
Coca-Cola will overhaul how and how much it spends on marketing coming out of the pandemic, executives told investors on the company’s earnings report on Tuesday.
By marketing to B2B customers in smaller segments based on a broad range of criteria—including buying behavior and aspirations as well as traditional demographics—B2B marketers can be far more successful in converting prospects into buyers, Forrester Research says in a new report.
Walmart, the retailer, is aiming to mix cultural and contextual relevance, providing inspiration and supporting a sense of community in its messaging as it responds to the rapid evolution of consumer needs.
Roughly half of brand marketers during the pandemic reported feeling “paralyzed” about how to engage consumers or were dissatisfied with their efforts, according to a survey commissioned by Forsman & Bodenfors, part of MDC Partners.
In the 2006 cult comedy Idiocracy, Luke Wilson’s character wakes up from a 500-year slumber to a society where people are idiots, commercialism is rampant and the world’s crops are irrigated with sports drinks. To be identified in that world, people register with the Identity Processing Program of America and have their name tattooed on the wrist. The speech-recognition interface of the tattoo machine doesn’t mess around, and Luke’s character stumbles over his answers and becomes known in the movie as “Not Sure.” If you don’t know that movie, please make time for it. It’s fun — and a bit of an eye-opener too!
Covid-19 has taken the whole world by storm. Businesses across the globe are scrambling to manage the emerging crisis. The present scenario has shifted not only business trends but also consumer priorities and the entire marketing landscape.
Marketers say audience targeting is both the most effective programmatic advertising tactic and the most difficult to execute, according to recent research from Ascend2.
The report was based on data from a survey conducted in May 2020 among 264 marketers (41% work for B2C firms, 34% for B2B firms, 25% for hybrid firms).
In the current uncharted territory we find ourselves in, historic trend data is less than helpful, writes Kinetic's Jennie Roper. The opportunity is for brands to now use messaging to shape future consumer purchasing behaviours.
Are you having a hard time using content marketing to generate quality leads for your business?
Great content helps you draw in traffic through which you can generate leads. And, quality leads help you market your products and services with ease.
Worldwide spending on digital transformation technologies and services will reach $2.3 trillion in 2023, forecasts IDC in its Worldwide Semiannual Digital Transformation Spending Guide. That will mark an important milestone, notes Craig Simpson, research manager at IDC’s Customer Insights and Analysis Group: It will be the first time digital transformation will account for the majority of IT spending (53 percent) in the IDC forecast.
How often have you created a report that served up shiny, impressive statistics only to see those results not translate into action from decision makers and stakeholders? Raw data, month-over-month comparisons and even key performance indicator (KPI) goals won’t necessarily earn buy-in from leadership. Giving meaning to marketing data by connecting the dots across channels helps prove the value in a diverse set of tactics, and guides future decision making.
As the digital landscape has expanded in recent years—along with the variety of advertising opportunities within it—many marketers have fallen guilty to prioritizing short-term marketing schemes over long-term brand initiatives in the pursuit of quick business wins. Given Forrester’s forecast that CMOs are currently fighting for survival, this shift in tactics makes sense; marketing executives need timely turnarounds on their efforts in order to demonstrate the value they’re delivering to their companies.
Digital marketing has become the go-to advertising strategy for many businesses. The return on investment is unmatched, and it offers a unique way to interact with customers. However, despite being such a pivotal part of many businesses' marketing strategies, digital channels face their own challenges.
There's a new ranking factor in town: Core Web Vitals. Expected in 2021, this Google-announced algorithm change has a few details you should be aware of. Cyrus Shepard dives in this week on Whiteboard Friday.
SEO has emerged from being a traditional site-traffic building tool to one that is more often viewed as a marketing tool for building brand awareness and brand reputation, according to analysis released Thursday by Forrester.
These challenging times have upended the way companies do business and put many marketing initiatives for 2020 on hold. Yet personalizing interactions, meeting customers in their moments, acting with empathy — these hallmarks of great customer experiences shine even brighter in times of crisis.
They may be on to something... Post-pandemic consumers will reward companies that kept advertising. Plus the data shows that companies that stay the course during a disruption recover faster and gain marketshare.
Earth’s Biggest Bookstore is in a prime position to be Earth’s biggest advertiser.
Amazon swept past Comcast Corp. to become top U.S. spender in the Ad Age Leading National Advertisers report and ranking, released this week—and the omnipotent, omnipresent retailer could displace Procter & Gamble Co. as top global spender when Ad Age ranks the World’s Largest Advertisers later this year.
Critical to understand cycle times for marketing activities to properly estimate work and resources required.
After working with many teams in both software and marketing there’s a fundamental difference I’ve observed – most marketers don’t estimate their work. I’ve also noticed that marketers are more deadline-driven and over-stretched compared to their software counterparts.
Content marketing budgets were growing at a rapid clip, according to a report issued by the Association of National Advertisers today.
The report, based on pre-Covid-19 research conducted last year found that over the previous two years content marketing budgets were up 73% on average.
This spring was one that we weren’t expecting in the marketing world. We all spent time meticulously planning campaigns, events, and organizing budgets to support our 2020 goals, and in what seemed like overnight, everything changed. Marketers were forced to quickly pivot not just plans but goals and teams as well.
Every business strives to stand out from the competition and gain as many customers as possible. Brand supremacy is, more often than not, associated with impressive performance since popularity attracts more consumers.
Many brands put all their effort into producing high-quality content but fail to have a content distribution strategy in place to maximize its ROI. In fact, the Content Marketing Institute found that only 41% of B2B marketers have a documented content strategy.
Consumers often judge just-below prices, or prices that end in 99 cents, to be much lower than the closest round number—a tendency often referred to as “left-digit bias.” The practice of pricing items a few cents less than a round figure has been around for almost a century. Retailers set prices at, for instance, $2.99 instead of $3.00, expecting to benefit from consumers’ tendency to focus on prices’ left-most digits. But whether this practice is successful depends on the condition. Research conducted by Tatiana Sokolova, an assistant professor of marketing at Tilburg University; Satheesh Seenivasan, a senior lecturer at Monash University; and Manoj Thomas, an associate professor at Cornell University, examines when the left-digit bias is more likely to affect consumer judgments and evaluations.
Even as businesses around the globe continue to reel from the effects of the COVID-19 pandemic, many forward-thinking IT leaders are using the disruption as an opportunity to advance their digital transformation plans.
The idea of online personalization is nothing new. However, with the new normal we are living in, marketers are looking for fresh and innovative ways to stay connected with consumers. As the consumer mindset has changed due to the Covid-19 outbreak, run-of-the-mill ads will no longer work — many are wanting personalized content to come across all digital media channels. Let me explain why.
The global market for customer data platforms is expected to rise dramatically over the next few years. The CDP Institute pegged industry revenue for 2019 at $1 billion and it expects the sector to reach at least $1.3 billion in 2020. Meanwhile, ResearchandMarkets predicts the industry will grow from $2. billion in 2020 to $10.3 billion by 2025, expanding at an astounding compound annual growth rate (CAGR) of 34.0% during the forecast period.
• Sprout Social has been compiling a consumer index report of social media trends since 2013. Their 2020 report contains new insights and statics about how brands and consumers interact on social platforms.
• Marketers can use this information to better align their social media strategy to their customers’ expectations, ensuring that their content resonates.
• The survey revealed that 89% of consumers will buy from a brand they follow on social media and 75% will increase spending with that same brand.
• Understanding why consumers follow (and unfollow) brands, what type of content they’re most (and least) interested in, and what stand-out brands are doing right can help marketers gain more followers, while driving leads, sales, and growth for their organization.
In modern business, there are no areas left where blockchain enthusiasts will not try to use the technology. Distributed ledger technology is used in logistics, manufacturing, games and in facial recognition services. And although many projects cannot offer anything qualitatively new except for the principle of using blockchain, some projects manage to prove their practical benefits.
A beneficial button is a call-to-action (CTA) button that explains a benefit the customer will receive by clicking on it. In other words, the button has a process-level value proposition.
This may sound obvious when you read the above sentences. If you’re asking the customer to take an action, of course, the button should have a benefit. However, I challenge you to navigate around the web right now and see how many buttons are truly beneficial.
• While recent shifts in shopping behavior may seem like a sudden transformation, the adoption of conveniences like grocery delivery and curbside pickup are not unexpected nor temporary.
• A mobile-first approach will become table stakes in creating convenient and safe environments for customers to engage with brands.
• Marketers that leverage consumers insights to create personalized content experiences and one-to-one relationships with their customers will be the big winners from a brand loyalty perspective.
• In the face of economic uncertainty, vanity metrics are likely to fall out favor, requiring advertisers to prioritize performance partnerships as a risk-free alternative for driving customer acquisition, retention, and overall growth.
Mobile commerce had already been on a staggering global growth curve over the past few years, but the global pandemic boosted mobile app spending in the first quarter to the highest in history, and has now dramatically matured the transformation of consumer behavior entirely. The old normal is gone, and an entirely new set of habits and needs have emerged overnight, ones that no one yet truly understands. What we do know, however, is that we are witnessing a new type of customer emerge; we call them the “connected customers.” This term refers to those customers that prefer to primarily interact with brands through digital means such as websites, apps, or Alexa skills. But what do these connected customers want? They want simple and seamless mobile experiences that are both efficient and fun.
The top emerging marketing strategies and missed opportunities from the special COVID-19 edition of The CMO Survey
It is time for influencers in the US to codify a set of ethical principles. Other media industries such as journalism and advertising have codified ethical standards.
The Australian Influencer Marketing Council (AIMCO) has today released the industry’s first set of working practices aimed at the Australian influencer industry.
As influencer marketing continues to grow in popularity both globally and in Australia, AIMCO has created a code of practice intended to build greater trust and transparency within the industry.
• Marketers that have historically approached creative, media, and planning in silos are finding it harder to make adjustments at the pace that a crisis requires.
• Data now provides the connective tissue to unite and optimize both creative and media in a single, elegant process. When you have data as a central source of truth for what drives revenue, optimizing the rest of the machinery around it becomes possible.
• Data, creative, and media need to work together as never before.
• Moving forward, the ability to rapidly respond to massive shifts in consumer purchase behavior will continue to separate winners from losers.
Digital advertising business-to-consumer (B2C) marketing budgets are expected to grow by 78% in aggregate in 2021, according to Gartner’s 2020-2021 CMO Spend Survey.
Managing marketing technology doesn’t happen in a vacuum. As a hybrid specialty spanning both technical and business realms, practitioners interact with multiple departments other than marketing and IT during their routine work.
• Regardless of your industry, the marketing strategy you are currently executing is completely different from the marketing strategy you had in place just six months ago.
• The situation that has unfolded over the last few months has thrown “business as usual” out of the window.
• Budgets are tight, events are canceled, and your buyers’ needs have dramatically changed in the last few months.
• Credly’s VP of Marketing, Adam Masur shares three of the most critical marketing metrics to measure in these unique circumstances.
Marketers have new opportunities to reach consumers as restrictions on travel and commerce ease in states throughout the U.S.
Online retailers have long lured customers with the ability to browse vast selections of merchandise from home, quickly compare prices and offers, and have goods conveniently delivered to their doorstep. But much of the in-person shopping experience has been lost, not the least of which is trying on clothes to see how they fit, how the colors work with your complexion, and so on.
A content strategy only works when it’s done right. And there are several ways you could be sabotaging your content marketing strategy without even realising it. Do you want to drive more traffic, visibility and conversions to your products and services through the power of content? Of course you do.
Programmatic media buying and the vagaries of the digital media ecosystem hit the headlines again recently with the publication of PwC’s research report for ISBA. The study found that only 51% of UK advertisers’ programmatic ad spend actually reaches publishers and around a third of all supply chain costs could not be attributed.
Nobody will dispute that the coronavirus has transformed the way businesses operate and people interact. In an era of mandated social distancing and complete economic disruption, companies, their employees, and consumers have been forced to rapidly adopt new ways of engaging in every facet of life. Our favorite shops and restaurants are shuttered, at least for on-premises visits; trips are canceled; and communication with extended family and friends is now largely relegated to web conferencing. The impact of the pandemic is still revealing itself. We may never fully return to the state of “normal” that we all knew before the pandemic. And we may not know the full effects of this crisis for decades.
Marketing teams have a series of moving parts that must work together to be successful.
Expectations are higher than ever for marketers to drive sales and provide direct value to businesses. Since there are many teams and goals within marketing departments, there has to be someone who focuses on aligning these parts behind the scenes. They must make sure everyone is working efficiently and effectively toward a common goal.
With budgets already strained by COVID-19, Marketers must find new sources of funding for efforts to address customers’ top of mind concerns – such as social justice and community health and safety.
The rapid spread of Covid-19 forced almost every aspect of modern society to transition into the virtual space. Work, commerce, entertainment, social interactions and more shifted to virtual platforms as people sought to maintain connection despite a pressing need to remain physically distant. This physical-to-digital transformation has been marked by challenge, uncertainty and adaptation, but also some surprising benefits.
Months into the COVID-19 crisis, businesses are finally starting to come up for air. And as they survey a radically altered business landscape, many are realizing that their own business will need to adjust to meet the new conditions.
There are a lot of factors that go into converting a marketing-generated lead into a sale, but there’s one element that seems to rise above the rest: quick follow up.
Marketers at B2C companies realize that personalization is key to business, but they are having problems implementing personalization strategies, according to a recent survey.
The COVID-19 pandemic and its economic implications are catapulting the tech-driven marketing world into a new phase of maturity: a long-overdue period of reflection and refinement, during which the lessons of the past 12 years will be distilled and applied to marketing organizations.
While many businesses are racing to implement their digital transformation, few have grasped the key principles behind investing in technology, according to an in-depth study from consulting firm Trianz.
Trianz analysed more than 9,000 responses from leaders worldwide, spanning 18 sectors including manufacturing, banking, construction, consumer products, energy, healthcare and several others. The goal was to gauge the state of digital transformation worldwide.
Society has restarted, and businesses are learning a new normal in real time.
They’re adapting to changing public health measures, evolving consumer behaviors and the impact on revenue. Discretionary advertising budgets have taken a hit, forcing advertisers to do more with less. But brands that move quickly also have a once-in-a-lifetime opportunity to shift market share.
Once it defines the objectives of its business or marketing campaign, an ecommerce company should decide how to measure outcomes.
“There is one difference between winners and losers when it comes to web analytics. Winners…have a well structured Digital Marketing & Measurement Model. Losers don’t,” wrote Avinash Kaushik, co-founder of Market Motive, on his blog, “Occam’s Razor.”
Regardless of industry, customer experience is at the crux of personalization, as it drives both growth and retention. However, personalization is not a one-size fits all solution.
Arguably most important factor for marketers, is to ensure you have a deep understanding of your customer. This lets you develop a hyper-personalized customer journey and access to data, specifically single customer-data profiles are the key to unlocking that information.
Leveraging tools like AI can help brands quickly scale their personalization efforts. This can be done through automated large-scale testing to quickly determine what experience will work best for a specific customer, AI algorithms designed to filter and promote personalized content, and rule-based personalization that automatically filters data by age, gender, location or even brand affinity.
As data sets continue to grow and marketing automation and AI continuously refine themselves, chatbots have emerged to help blur the lines between people and machines and help deliver hyper-personalized experiences.
Marketers also need to think through different virtual experiences and figure out how they can successfully transform offerings in a digital setting. Special offers for consumers stuck at home can help to increase conversion and brand loyalty during delayed sporting and concert events.
The success of digital marketers depends on martech but we need to be better at measuring value.
Technology by itself does nothing but as digital marketers our success depends on it. How you utilize and measure your martech determines how successful you and your organization will be.
We last surveyed VCs about their advertising and marketing investment strategies back in January — which is to say, in a completely different world, before the coronavirus pandemic began to wreak havoc on the global economy.
Wouldn’t it be great to start your content marketing program knowing it will work as intended? How satisfying would it be to be confident it incorporates the insights, ideas, and focus to create stories that captivate your audience members and turn them into loyal customers?
• While 84% of marketers expect the future of brand growth to be connected to innovation and technology, 45% said they spend 25% or less of their time on both, per a new report from the Association of National Advertisers (ANA) shared with Marketing Dive.
• More than half of those surveyed for the "Marketing, Innovation, and Technology" report think they are prepared to deal with innovation and marketing technology issues that could come up in the next two years.
• The research also found that data and analytics, measurement and accountability, and customer experience will benefit most from innovation and technology. Additionally, marketers prefer to learn through interactive labs, demonstrations, case studies and discussion groups.
Early in 2020, wireless sound-system manufacturer Sonos announced that it would no longer provide support for some of its oldest products: wireless speakers launched between 2006 and 2009. The company argued in an official blog post that the wireless speakers had been “stretched to their technical limits in terms of processing power” and “would no longer receive software updates or new features.” Moreover, systems containing both new and legacy products would no longer receive updates, making perfectly functional devices more-or-less useless, according to some critics. Hordes of angry users took to Twitter under the hashtag #SonosBoycott and argued that loyal early adopters were being punished. It did not take long for Sonos’s CEO to reach out, stating “We heard you. We did not get this right from the start,” and promising continued technical support for older devices.
The PESO Model has been around for a few years.
It’s a fairly new integrated model, in the big scheme of things, but it’s been in practice long enough that we know what works, what doesn’t, how to apply it to corporations and to non-profits, and how it works for B2B and B2C organizations.
Research conducted by Dun & Bradstreet, a leading global provider of business decisioning data and analytics, has uncovered the size of the challenge now facing senior decision-making marketers, with 70% of respondents revealing their marketing budgets have been reduced as a result of COVID-19. Due to budget cuts, 70% of those surveyed are struggling to plan for the future, and 76% are facing an “increasing pressure to deliver leads since the COVID-19 outbreak”.
Using AI to personalize marketing strategies can be a business's golden ticket to improved customer experience. As a result, hyper-personalized marketing is essential.
It’s not just Covid-19 anymore. Frustrations over equal rights and overdue legal reforms came to a head at the very moment people started to head back to work. For months, business and marketing have been on the sidelines hoping for a return to normalcy.
Artificial intelligence, machine learning, deep learning, neural networks. These are all part of the digital advertiser’s lexicon now as the algorithms power so much of the tactical mechanics of our campaigns. The purpose? To serve that ad combination on that impression at that bid to that audience member to achieve the campaign goal with greater efficiency and efficacy than we marketers could do manually. All by training algorithmic models to understand patterns and predict outcomes based on gobs of historical data.
It’s time to take a look at the failings of lead generation and think about how to re-frame demand generation.
For too long, the focus has been on driving high numbers of leads into MarTech funnels, fundamentally at the expense of quality. It’s been a race to the bottom; a race where no-one’s the winner.
After experiencing a drop in sales earlier this year, footwear companies are trying to capitalize on the new wave of shoppers returning to stores, both online and in store. To do so, businesses need to connect with consumers who are expecting different things from the brands they shop at – making brand communications a critical tool for retail success.
The global pandemic is reshaping the way employees work and the structure of organizations. According to Forbes, roughly 36 million jobs have been lost since the lockdowns began in the U.S., and the University of Chicago believes 42% of these layoffs could become permanent.
Data from last year shows that B2B marketers believe that while content is beneficial for top-of-the-funnel activities such as creating awareness and generating leads, it can also help to generate sales. But what types of content are marketers passing on to their colleagues in sales? This is what a new report [download page] from ON24, Market2Marketers and Heinz Marketing reveals.
So you are swimming in customer data … now what?
According to Ben Knight, president of Blue Venn, a customer data platform, there are seven measurable stages of customer excellence to identify if your company is utilizing customer data for everything it is worth.
Digital advertising spending has been on a strong growth trajectory since its inception. The Interactive Advertising Bureau’s report on the first half of 2019 had revenue totaling $57.9 billion, which represented a 16.9% increase from the same period in 2018. But in the numbers was one important sign of maturity of the industry. It’s the first time that revenues for the first half of a year were lower (by $30 million) than the second half of the previous year.
New academic research argues executive-level marketing leaders should take a backseat and let middle-managers initiate change, while they support and implement it
The pandemic has wreaked havoc on DTC brands’ marketing mixes, making some go-to channels like out-of-home mostly obsolete and pushing new channels like TV and video to the forefront.
• Half of marketers found that previous investments in marketing innovation and automation helped them quickly pivot as the COVID-19 pandemic affected marketing, per a new study by BrandMaker shared with Marketing Dive. The other half reported being less agile than they had expected and that workflow collaboration tools were inadequate, according to the report.
• In 2021, 80% of marketers think their workflow processes will be more collaborative due to workplace changes driven by COVID-19. Ninety percent plan to increase investment in digitizing marketing and 75% expect employees to continue remote working next year. Additionally, 80% expect to shift budget from brand campaigns to pipeline and lead generation and two-thirds anticipate a move away from agency to in-house content creation and management.
• The data revealed that one-third of marketers had to reduce their marketing budget by 60%-80%, one-third cut budgets by 20% and one-third did not cut their budgets at all.
Apple is set to host its Worldwide Developers Conference on Monday, June 22, the highly anticipated annual event where the tech company announces the latest software updates for its iPhones, Macs, and Apple TVs.
Snapchat has been embraced by brands rushing to more cost-effective digital platforms during the pandemic, says local boss Kathryn Carter, as the app is given a redesign to further boost advertising from small businesses.
During the last decade, social media has become ubiquitous in modern life, and U.S.-based Facebook is the biggest social media platform with more than 2 billion users.
In addition, many social media companies are finding ways to expand past their "social" realm, including Facebook through its Workplace platform that's used by companies as large as Walmart.
As marketers, we face the overwhelming challenge of demonstrating proof that our tactics are effective. But how can we convince management if we are not convinced of our own data?
• While CDPs have always been a useful marketing tool, they’re typically only as good as the data they are fed, ultimately leading to the generation of incomplete customer profiles.
• Artificial intelligence (AI) and machine learning (ML) are revolutionizing CDP analytics by giving these programs access to multiple data points, across business silos, a more accurate customer profile and effective campaign suggestions that will result in loyalty and sales are generated.
• AI empowered CDPs lead to a more fluid customer experience, an experience that is tailored in real time, as customer behaviors and mannerisms change.
• The main challenge marketers face is gaining access to the critical data housed in cross-organization silos.
• Why it’s worth it: A personalized customer experience that feels organic, not pushed, which ultimately drives revenue growth.
In the world of digital marketing, there’s always some new technology to use that will make life easier for marketers. As marketing automation has taken off to such extreme heights, marketers in the United States and all around the globe are now looking to the next great technology that is data management platforms (DMP).
How is Marketing seen by key personas in Finance, Sales, Legal, Product and Engineering? All have goals, fears, and KPIs just like you do. We need to position ourselves differently to each of them, you know, like a marketer.
How do your co-workers see you?
• Though it is certain that this period of difficulty is likely to test us all, it also gives marketers the breathing room to focus on optimizing internal operations while adapting their customer engagement strategies in new, innovative ways.
• Marketers should take the opportunity to re-establish trust through customer-centric actions. Keeping the focus on customers is essential as their needs and expectations will change amidst the ever-evolving global health crisis.
• It may be beneficial for organizations to take this time to identify the gaps that may be present within their team and focus on building the skills that will drive future growth.
• Oftentimes, marketing teams will invest in tools for a campaign-specific purpose or if it’s because a one-off vendor preferred it for a specific task. Use this current period as an opportunity to clean house and evaluate what’s worth keeping and what isn’t.
• Now, more than ever, would be a prudent time to explore privacy-preserving enhancements that can ensure marketers are performing targeting and personalization efforts in a compliant manner.
• By building more trust with key agency partners, marketers can work with them to anticipate how disruptions will affect business operations and develop a strategy to protect and adjust their marketing budgets.
Your company’s one metric that matters (OMTM) shouldn’t be return on investment (ROI), return on ad spend (ROAS), net promoter score (NPS), brand affinity or one of the other sophisticated-sounding acronyms marketers use to gauge success.
There is no doubt that the COVID-19 pandemic has destroyed many lives and livelihoods, and it continues to do so in communities across the globe. While it is true that the full implications of this pandemic are still uncertain, its economic consequences have been significant.
We all are going through a tough phase because of COVID 19. The virus single-handedly disrupted the regular activities of companies and in some cases, forced them to close all operations.
Although search experts are the ones who determine the best strategies for organically ranking a website, the execution of much of that work is done by Web developers.
And that means your website's success relies on the two teams' maintaining a positive working relationship. That relationship is important when things are going smoothly, but it's critical when something goes wrong.
COVID-19 has forced many organizations to implement and accelerate their digital transformation plans. But having a strategic plan isn’t the same thing as having a good strategic plan.
The most common question we hear is, “Where do I start?” The answer is, “Where it makes the most sense from a customer’s point of view.”
Today we are witnessing a profound shift in how B2B leaders use digital to consume information, make informed buying decisions and engage with suppliers. Covid-19 has accelerated this shift, which will not abate when the pandemic recedes. Although the shift is easy to see, addressing it isn’t straightforward.
Whether because of a global health crisis or an economic shock, moments like the current one challenge digital transformation leaders to keep at least their most important initiatives alive — particularly those that hold out the promise of a relatively near-term payoff.