Marketing Operations Review August 2019 Archive

August 26, 2020
Marketing

AdAge: 8 GAME-CHANGING APPROACHES FOR SOLVING A MARKETING PLATEAU

When a company starts seeing its first successes in a marketing strategy, it feels exciting. Growth can be massive and exponential at the start, but over time, the massive numbers can start to taper off. The longer you hold onto any one marketing strategy or tactic, the less an audience might be engaged in your marketing.

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August 27, 2020
Marketing

Forbes: Four Ways We Have Changed As Marketers In 2020

Experience is everything, and as marketers, we want to create memorable experiences for our clients and their customers across all touch points. So, when life shifted overnight to an unrecognizable state due to the pandemic, we also had to make the shift — as consumers and as business professionals. Although these changes were unexpected and, yes, overwhelming in the moment, I take comfort in the fact that I can now clearly see how we have become more agile, prepared, personalized and innovative as a result. 

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August 27, 2020
Digital Transformation

Consultancy.uk: Six focus areas for reassessing digital transformation plans

The Covid-19 pandemic has accelerated digital transformation across every conceivable sector and function. But in light of new knowledge emerging from the ‘new normal’, it is more important than ever to reassess tried and tested approaches to digital transformation. Richard Graham, an Associate Director at Coeus Consulting, shares six considerations to keep in mind. 

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August 27, 2020
Digital Transformation

ItProPortal: In times of unprecedented change, delaying digital transformation cannot be an option anymore

Recent research from the Global Data Centers, a division of NTT, revealed that more than half of digital transformation projects are currently delayed due to ‘the hesitancy gap’. According to the study, IT teams are costing businesses millions by laying the groundwork for digital transformation projects and not fully executing them, despite being in favor of many emerging technologies.

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August 26, 2020
Defectors

AMA: How to Win Back Customer Defectors

A new study in the Journal of Marketing explores how a failure-tolerant corporate culture leads to re-attracting displaced customers and increased firm profits

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August 25, 2020
SEO

PracticalEcommerce - SEO: Where to Start When You Need to Fix Everything

Optimizing a site for organic search can be overwhelming when you’re staring at a blank slate. Where do you start?
You could optimize any of your pages for one of the thousands of keywords your visitors search for. Or you could create new content to fill the top of the sales funnel. And what about those technical issues, or the need to acquire more links?

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Content Marketing

Mark Schaefer: Why Your Content Isn’t King Any More

“Content is king” has been a very common phrase in the marketing field for years. This mantra has certainly become part of our language, maybe even part of our DNA.

But I think this is one of those common phrases that we take for granted that may actually be meaningless. You probably know it, somewhere deep inside. I think something else is the king.

Let’s unwrap that today.

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August 25, 2020
Martech

MARTECHTODAY: Martech stack documentation is vital, here are some tips to do it right

It’s important to maintain documentation about a martech stack. Stacks typically have dozens of components used by dozens of people, and keeping track of everything is tough. By maintaining documentation, important details are shared more easily and less likely to fall through the cracks.  

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August 24, 2020
Martech

business2community: 4 Steps to Optimize Your Marketing Tech Stack

As a marketer in the SaaS industry, you’re constantly under pressure to not just have a predictable funnel and deliver pipeline but to also showcase marketing attribution, all while staying under a tight budget.

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Experiential Marketing

B&T Magazine: A new Age for Experiential Marketing

With social distancing and other regulations in place, I think it’s fair to say that the dreaded ‘c-word’ has dramatically moved the goal posts for experiential marketing and the way brands physically engage with customers.

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August 24, 2020
Marketing

Consultancy.uk: Five marketing best practices from fast growing firms

According to a recent report by Hinge, professional services firms that excel in marketing and business development enjoy higher growth rates and business success. Elizabeth Harr, a partner at Hinge, shares what they are doing to outshine the rest. 

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August 24, 2020
Marketing Budgets

Marketing Interactive - Opinion: The key to maximising your marketing budget post-COVID

In 2020, we learned a lot about what it means to have a modern, agile marketing strategy. The improvisation phase is over, and it is now time to take longer-term decisions that will affect our marketing activities in the years to come.

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August 20, 2020
Customer Experience

destinationCRM - Master Data Management: The Cornerstone to a Successful Customer Experience

Companies rely on their data to answer difficult questions about any and all of their essential business entities for analytics purposes. But it’s a hit-or-miss game when businesses lack an accurate and semantically consistent data-driven strategy for all domains across the organization. Everyone realizes that customers drive revenue, but what about the specific insights that can show the business where to focus next?

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August 20, 2020
Email

MARTECHTODAY: 10 tactics to improve your email marketing campaigns

With COVID-19 grinding in-person marketing to a stop, marketers are putting even more pressure on the original “king”: email. But with the renewed focus comes the responsibility to make sure you are executing with best practices in mind.

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August 20, 2020
Podcasts

builtin: 17 PODCASTS FOR OPERATIONS PROS

There’s a podcast out there for just about every hobby or niche interest. Plenty of them are aimed at tech professionals — especially founders, entrepreneurs and marketers. But when it comes to podcasts catering to operations pros, the pickings get slimmer. 

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August 21, 2020
Ad Blocking

MediaPost: Ad Blocking Wanes, Though Ad Relevance Is Still A Top Complaint

Ad-blocking has been a source of ire for digital publishers for years. But fewer consumers are using the software as websites adopt less intrusive advertising formats that don't annoy readers.

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August 21, 2020
Digital Transformation

ITProPortal: Those who innovate, lead: the new normal for digital transformation

The Covid-19 pandemic led to a massive deceleration in the global economy, as organizations and even societies have been forced to wind down their activities in line with lockdown restrictions. The UN estimates that worldwide economic losses from the pandemic will surpass $1 trillion. Yet despite these immediate and painful costs, a notable side-effect of the pandemic is that it seems to have pushed digital initiatives even further up the agenda for many organizations. The ability to launch new digital initiatives quickly has become even more crucial, so many organizations are now reassessing their capability to accelerate digital transformation and innovate faster than ever.

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August 21, 2020
Digital Transformation

The Enterprisers Project: How to win over key stakeholders during digital transformation

Digital transformation requires buy-in at all levels of your organization. Here's how to create a tailored communications and engagement plan for four crucial groups

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August 20, 2020
Martech

ClickZ: How to include a creative in the martech decision process

30-second summary:
• Creative team members are often left out of technology decision making, or included too late
• When creatives are left out, problems might not be identified until it’s too late, and they may not adopt the new technology
• Including creatives earlier can ensure they are bought in, and that issues are addressed early on
• Creating a process that allows for creative to ask questions, demo the product and scenario test can ensure success

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August 19, 2020
eCommerce

Search Engine Land - E-commerce explodes: 45% growth in Q2

Years of economic growth have been wiped out by COVID-19. However, the story for e-commerce has been the opposite: an acceleration of growth that otherwise might have taken years.

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August 20, 2020
Marketing Campaigns

strategy+business: Targeted marketing campaigns are the key to capturing the at-home consumer

Over the past several months, we’ve all experienced our share of drive-by graduation celebrations, quiet anniversaries spent snuggling on the couch, improvised at-home kids’ birthday celebrations, and backyard weddings with the bare-minimum guests. COVID-19 has forced us to reinvent how we mark special occasions, in ways that are hyperlocal — many so local that they don’t even extend past our front door. And as spending shifts to at-home activities, people are also being more frugalPDF in response to the economic impact of the pandemic. These trends are likely to persist well beyond the reopening of the economy, as safety concerns linger, companies take a fresh look at their workforce strategy and allow employees to continue working from home, and the economic shock reverberates.

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August 20, 2020
Influencer Marketing

TALKING INFLUENCE - Attribution: The Missing Link for Influencer Marketing?

Marketers have been tracking attribution for owned and paid media for years. With the rise of social media and influencer marketing, however, brands are having a more difficult time solving the attribution problem.

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SEO

The Drum: SEO, the saviour in times of crisis

When the coronavirus outbreak forced countries around the world into lockdown, brands responded by reducing their ad spend in a bid to cut back on marketing expenses. According to the World Economic Forum, ad spend was down 9% on average across Europe by June while the UK and Germany pulled spending back by a larger 12% each.

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August 20, 2020
Digital Advertising

eMarketer: US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets

Though the B2B digital ad market represents a small slice of total US digital ad spending, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.

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August 18, 2020
Cookies

MARTECHTODAY: The death of cookies and the threat to digital marketing

he demise of third-party cookies could disrupt targeted advertising, but marketers are determined not to let that happen.

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August 18, 2020
Digital Asset Management

KOMARKETING - Report: Digital Asset Management Remains Critical to Content Marketing Success

Digital asset management (DAM) is critical to content marketing, but new research suggests that many marketers have trouble hunting down their assets and leveraging them on a regular basis.

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August 18, 2020
Martech

business.com: Three Martech Trends You Should Know in 2020

Marketing technology or MarTech is a key part of any business's marketing today. This is thanks to the massive developments in AI and machine learning. AI-based marketing tools are more affordable than ever before and can support every important marketing activity. 

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August 18, 2020
Marketing Strategy

business2community: Marketers Shifting Toward Retention, Rather than Acquisition. Here’s Why That’s a Good Thing

We’ve spilled plenty of collective ink examining how the COVID-19 outbreak impacted global commerce.

The virus had plenty of unanticipated consequences. For instance, while eCommerce and sales through remote channels like click-and-collect surged, we saw a corresponding jump in fraud and chargeback activity. That’s just one example; it’s hard to identify any aspect of the global market that wasn’t transformed to some degree by COVID-19.

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August 18, 2020
Digital Marketing

ClickZ: Five ways data is transforming the brand-agency relationship

30-second summary:
• Data-intelligence provider Infogroup published a guide that contains five use cases that agencies can use to better serve the changing needs of brands and clients.
• The use cases cover a variety of topics from creating new client pitches to developing personas using intelligence, and improving campaign performance.
• You can download the free guide, How Consumer Data Can Deliver the Ultimate Competitive Advantage for Agencies, from ClickZ.

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August 17, 2020
Personalization

CMSWiRE: 6 Personalization Tips for a Better Customer Experience

There has never been a time when customer experience was more important than it is today. Customers expect a personalized experience when they deal with a business, and according to a report from Epsilon, 80% of customers are more likely to make a purchase when businesses provide a personalized experience. Personalization improves the customer’s experience, helps drive sales, and increases customer loyalty.

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August 17, 2020
Digital Marketing

The Drum: Digital marketing is accelerating – so what’s next?

n 2019, Hallam, Google’s Premier Partners Growing Businesses Online 2019 award winners, published one in a series of eBooks: The Future of Digital Marketing: 2019 and beyond. Covid-19 has ground the world to a halt, but has accelerated digital marketing, taking it down paths that have not been ventured before.

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August 17, 2020
SEO

Search Engine Watch - SEO in the second half of 2020: Five search opportunities to act on now

0-second summary:

• Search marketing is evolving at lightning speed alongside the consumer.

• One company’s challenge can be another’s opportunity.

• Activating search and market insights has become mission-critical for brands.

• Brands need to stay on top of what’s happening with both the consumer and the SERP.

• Creating and optimizing content that enhances a consumer’s experience is key.  

• Jim Yu shares five search opportunities you’ll want to have your eye on as you strategize for the rest of 2020 and beyond.

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August 18, 2020
Digital Transformation

The Enterprisers Project - Digital transformation: 2 habits of the strongest cultures

In successful digital transformations, people who believe change is possible become the driving force. Has your organization taken the right steps to get there?

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August 18, 2020
Martech

MARTECHSERIES: How these Top Martech Leaders are Coping with COVID-19 Disruptions

COVID-19 has made a dramatic impact on the way marketers interact and engage with their customers today. Brands around the world understand that customers are more sensitive and mindful of the current circumstances that have emerged from the ongoing global pandemic crisis. For those who have stayed away from truly connecting with their customers, they would still believe that an effective brand management strategy during a global crisis as bad as COVID-19 pandemic revolves around Marketing, Customer Experience and Services. But,  for a proactive martech leader, all these are just a pedestal to build familiarity with customers, not sustain a private relationship during unforeseen circumstances.

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August 14, 2020
Digital Advertising

adexchanger: To Win Back The Audience, Digital Advertising Must Return To Innovation

From the consumer’s point of view, advertising hasn’t evolved.


Digital ads mimic print’s design as simply a space on a page. And video ads take the old TV approach of interrupting content.

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August 17, 2020
Influencer Marketing

MarketingWeek: How brands can double their influencer marketing ROI 

Influencer marketing has the potential to deliver greater efficiencies and return on investment, yet marketers have long struggled to measure its impact effectively.

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Digital Marketing

DATAQUEST: Enabling remote sales through digital marketing

COVID-19 is changing consumer behaviour, purchase patterns, buying criteria and touchpoints with companies. A recent Deloitte consumer survey in the Indian market revealed that:
▪ 69% respondents were more likely to buy from brands that they trust
▪ 53% respondents felt safe in visiting stores or in receiving in-person services
▪ 38%-56% respondents preferred online channel, depending on product category

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August 17, 2020
Personalization

ITProPortal: Just because you can, doesn't mean you should

When does personalization cross the line into creepy?

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August 14, 2020
CMO

ClickZ: What makes a successful modern CMO?

30-second summary:
• The modern C-suite requires CMOs to be able to touch upon, manage and measure all aspects of a business, drive and optimize customer experience and be able to consistently scale revenue.
• There are five core skills essential for the modern CMO to succeed: Team Leadership; Adeptness with data; Practiced in Personalization; Proficient in AI and Machine Learning; and Traditional skills.
• The modern CMO has had to evolve and adapt more than ever before.
• CMOs must embrace change and use a blend of technology and traditional skills to bring value to an organization.
• Understanding customer needs and perspectives and relating them to C-suite members will carry the company forward and cement the position of the CMO.

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August 5, 2020
Search

Marketing Land: How search data can inform larger online business decisions

Decision makers in their respective silos are generally unaware of the value in the data Google shares so it's your job to disperse this knowledge across your organization.

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August 11, 2020
Cost Cutting

customerTHINK: Arbitary cost cutting is dangerous

The covid-19 pandemic is having a serious effect on commercial activity across the world, producing a state of economic recession. Many businesses are seeing their income fall, while their costs remain. Demand is still there, but government enforced shut-downs and social distancing has resulted in buying decisions being deferred so that sales income is greatly reduced, or non-existent. At the same time, costs remain and may even go up. The result is that profits are reduced or non-existent and losses increase. To survive these extra-ordinary times, and the inevitable losses, businesses will have to reduce costs as far as possible, relying on any limited income they can produce and their reserves to see them through this situation.

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August 13, 2020
Creative

ClickZ: Five ways to drive revenue with creative automation

30-second summary:
• The pandemic has pushed brands to pivot creative and messaging.
• As opportunities to engage with consumers proliferate, the traditional and manual creative process is not suited for achieving volume or engaging with consumers.
• Creative Automation (CA) speeds up campaign production and launches to better capture consumer mind share.
• CA provides revenue-boosting opportunities for brands.

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August 11, 2020
Digital Transformation

The Enterprisers Project: How Robotic Process Automation (RPA) and digital transformation work together

The use of Robotic Process Automation (RPA) is expanding rapidly across industries, geographies, and organizational sizes, with organizations chasing benefits including cost reduction, operations optimization, improved customer experience, fewer errors, easier management and control, and quick implementation and ROI. That’s driving increasing RPA spending: Gartner projects spending on RPA software to hit $1.3 billion this year, and Forrester forecasts a $2.9 billion RPA software market in 2021.

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August 11, 2020
Social Media Marketing

MediaPost: How Did Facebook Boycotters Spend Their July Budgets?

Now that the #StopHateForProfit ad boycott has basically run its course, we’re learning more about the effort, its impact on Facebook, and how brands reallocated their social budgets in July.

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August 11, 2020
B2B Marketing

IndustryWeek: Four Paths to Digital Marketing B2B Success

Like it or not, you’re now an online company. Everyone is. It’s where business gets done. And the events of this year have certainly contributed to this new online business market. You might be surprised to know that a digital marketing strategy can actually be more cost effective, and provide more measurable results, than traditional marketing.

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August 11, 2020
Digital

ClickZ: hat a digital-only world means for your marketing strategy

30-second summary:
• Digital channels are booming. Ecommerce activity has grown 5-10 years in the space of 3 months.
• Digital-first companies who have been agile in directing investment to organic search are seeing the best results.
• Challenges in companies are mostly organizational. Better alignment is needed between marketers and engineers.
• One tip for marketers? Invest in the website.

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August 11, 2020
Sales Enablement

diginomica: Should sales enablement play a bigger role in marketing strategy?

Sales enablement is changing - the prospect has changed the terms of engagement. Russell Wurth of Showpad gave me his take on how to deliver the sales experience today's customers need. Is sales operations emerging?

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August 10, 2020
CMO

Econsultancy: Being a digitally savvy CMO: how to use search data to set strategy

The CMO is said to be the most exposed job in a company: study after study there has been a consistent story for at least ten years that CEOs don’t trust their CMO and marketing teams. The changing face of marketing means that your traditional CMO needs to evolve their tool kit to be still seen as relevant in todays landscape.

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Advertising

WARC: Clorox believes advertising is critical in a recession

The Clorox Co., which owns brands like Glad trashbags, Rainbow Light vitamins and Kingsford charcoal, is putting advertising at the heart of its strategy in response to COVID-19 and the recession following in its wake.

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August 11, 2020
B2B

MarketingProfs: B2B Buyers' Top Challenges With Their Current Vendors

B2B buyers say the top challenges they face with their current vendors are slow/inefficient responses to questions, inconsistent pricing, and a lack of transparency into inventory, according to recent research from PROS.

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August 7, 2020
Brand Marketing

ADWEEK: Masks in Commercials? It’s an Open Question, Says Southwest’s CMO

Amid the bleak landscape of the airline industry, Southwest Airlines has become a rare bright spot. Although far from unscathed—the airline lost $915 million in the second quarter—the largest domestic airline in the U.S. has already promised not to lay off workers in the face of depressed travel demand, unlike its competitors.

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August 9, 2020
Digital Marketing

business2community: Trends That Will Continue to Stay Relevant in Digital Marketing

Digital marketing has changed immensely in the last decade. There have been a multitude of changes in tactics along with Google’s search engine algorithms. Low-quality content that has been referred to as “clickbait” has stopped generating the results it once had. Consumers are becoming pickier in terms of what they spend their time reading or viewing. Certain trends like that focus on in-depth content in a variety of forms will continue to flourish. Podcasting is a great example of a form of content that can be easy to make and can help showcase the knowledge or an individual or company. The following are trends that will continue to stay relevant when it comes to digital marketing.

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August 10, 2020
Digital Out-of-Home

eMarketer: Out-of-Home Advertising Is Becoming More Digitally Driven

This year, digital out-of-home (DOOH) ad spending will increase by 1.6%, and in 2021 it will rise by 19.2%. We expect DOOH ad spending to increase from $2.72 billion in 2020 to $3.84 billion in 2023.

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August 7, 2020
Customer Experience

Marketing Land: How visual commerce is transforming the customer experience

As we near the six-month milestone in the new world of the digital customer experience, one often overlooked segment is now more relevant than ever—visual commerce. 

But what is visual commerce? 3-D images? Video sales calls? Visual commerce is much more than just these tactics, which proactive marketing departments are getting to know as they adjust to the new normal. 

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August 6, 2020
Apps

adexchanger: The Big Story: Is It Safe To Come Out Now?

Did you hear the one about Microsoft maybe buying TikTok? No, really, there’s a potential deal in the works.


Amid ongoing drama over TikTok’s Chinese ownership and threats from the Trump administration of a ban on the app in the United States, the technology company most associated with office software could become the owner of the social media app most associated with dancing, sarcasm and lip synching.

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August 6, 2020
Digital Marketing

Telegraph Herald: look at some digital marketing trends

As 2020 continues to roll along, marketers everywhere are asking the same important question: What happens next? Out of all the possibilities on the horizon, which dig

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August 7, 2020
Ad Spend

eMarketer: US Mobile Ad Spending Will Manage to Grow in 2020

With mobile accounting for more than two-thirds of US digital ad spending, the pandemic's economic effects didn’t spare mobile ad spend. Still, the format is faring slightly better than most other media and will eke out growth in 2020.

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August 7, 2020
Customer Experience

SmartBrief - Digital CX: How brands can win the new normal and beyond

The marketing industry has talked so much about digital transformation for the last five years that the buzz phrase has lost some of its impactful meaning. But it’s a serious topic if you want your company to make it through the COVID-19 crisis as well as succeed well into the future.

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August 4, 2020
Content Marketing

ClickZ: Content marketing is more than content creation and distribution

30-second summary:
• Content marketing is much more than creating and distributing online content. Companies need to look at content as only part of the story since search engine optimization (SEO) and inbound marketing tactics are needs to acquire leads. At the end of the day, it’s about generating revenue to understand the value of any marketing campaign.
• Your audience uses a website to find answers to your questions. Start by optimizing your campaigns around solutions they care to know more about.
• Inbound marketing will provide you with the tools to convert those web visitors into loyal customers. This approach will help you to take your audience through a buyer’s journey.
• A successful content marketing campaign will have a hub for attracting web visitors. That hub should be a place to showcase the complete story.
• The types of call to actions include gated content to gather emails for lead nurturing, such as white papers.
• Because inbound marketing uses strategy to attract, engage and delight your audience, you will be able to see how to optimize content and the conversion experience.

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August 4, 2020
Digital Transformation

fedscoop: Digital transformation is not just about technology

Digital transformation is a popular buzz phrase in government these days, especially with everyone working remotely during the past few months. COVID-19 has caused incredible disruption to everyone’s lives, both at home and work. Government organizations have very quickly transitioned to new technologies such as Zoom, Microsoft Teams, and WebEx to help employees connect with one another and the consumers of their products or services.

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August 5, 2020
Data

ClickZ: How CPG brands can harness data to flourish in the age of disruption

30-second summary:
• To avoid diving blindly into new endeavors and wasting resources by consequence, CPG brands need sales and media data to direct and inform their alterations.
• But before brands pool their marketing resources behind new campaigns or tactics, it’s critical to first test them to ensure that, once they are rolled out on a large scale, they will yield the intended results.
• CPG marketers need data around the media consumption of their target audiences (e.g., their preferred platforms and programming, peak viewing/listening times) to understand the channels in which they should be using to make an impact.
• Measuring performance yields insights into which consumer segments and campaign elements drive the greatest response from audiences—and which ones are worth scrapping—which marketers can use to make educated decisions in planning future strategies.
• By staying on top of how their brand is performing, marketers can react quickly to any market changes—an ability that will propel them ahead of slow-moving competitors.
• Measurement tools are particularly helpful now to pinpoint and explain radical changes in business performance—negative as well as positive—that may be occurring due to COVID-19.
• In order to tackle the challenges of modern CPG marketing, brands need to seek out measurement solutions that help them understand how their marketing efforts are performing at a granular level.

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August 4, 2020
Data Driven

adexchanger: Riding The Streaming Wave To Reach Audiences At Scale

It’s time to move beyond one-off pieces of content. Sure, interesting singular pieces can pique visitor interest. But if the message isn’t part of a unified strategy that engages the visitor at every stage in the funnel, then that content – and the effort – can get lost.

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July 31, 2020
Marketing

Search Engine Land: Will Google’s Ad Disclosure schema catch on?

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.

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August 3, 2020
Digital Transformation

The Enterprisers Project - Digital transformation strategy: 10 questions to ask about yours now

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.

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August 3, 2020
Marketing Strategy

SmartBrief: The future of e-commerce is social media

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. 

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July 20, 2020
Customer Experience

destinationCRM: Seamless Customer Experiences Require Simplified Operations, CX Network Speaker Contends

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."

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August 27, 2019
Video

Martech Today: Video marketing tops list of marketers’ priorities, voice search ranks low

According to new research which surveyed over 1,000 creative and digital marketing decision-makers, video is the top priority for the remainder of 2019 and into 2020. The Mondo Creative & Digital Trendsreport revealed that 67% of digital marketers and creatives anticipate video marketing as their first priority. When it comes to search engine marketing, however, respondents indicated that visual and voice search are much lower on the priority list.

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August 27, 2019
Martech

Martech Today: Improve customer experience with scenario analysis

Imagine this situation. Your company has asked you to investigate and recommend a new marketing technology. For the sake of conversation, let’s say a podcast hosting platform that will integrate with your website. You complete some initial research, talk with some colleagues, reach out to your LinkedIn network and identify a list of potential providers and some basic cost information. You make your recommendations and your leadership team gives you the green light to complete the due diligence and make a final recommendation.

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August 27, 2019
Digital Transformation

Forbes: Digital Transformation Success Depends on Agile Approach to Change

The principles and practices of the agile movement are quickly moving beyond the IT department and into how firms run their day-to-day business. This new way of organizing and running business gains further impetus by the headlong rush to use digital transformation to gain competitive advantage, which often requires changing a company’s operating model through many iterative steps known as a journey. Using the agile approach, they minimize risks and can validate that their efforts are meeting the desired outcome as they move forward on their journey. Unfortunately, many companies see these benefits of an agile approach, but they struggle to do that. What are they missing?

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August 27, 2019
Email

Martech Advisor: Merkle Reports 68% of Marketers Rely on Email Marketing to Acquire Customer Data

The Customer Engagement Report: Q3 2019 features findings from a Merkle survey of more than 200 marketers at major North American brands in June 2019. According to the survey, 32% of marketers would look to invest in more data, technology, and analytics before any other option to bolster their CRM efforts. Additionally, the report found that email offers the most efficient way to deliver personalized experiences. The research shows that 68% of marketers identify email as the highest priority customer data type to acquire and 78% of respondents deliver personalized experiences in email using customer data.

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ROI

WHICH-50: To Improve ROI, Brands Revisit Their Martech Choices

From time to time, CMOs revisit their martech strategies to either better utilise the brand’s data assets or improve marketing execution to deliver ROI.

In the Which-50 and Cheetah Digital whitepaper, How marketing can avoid common technology pitfalls and drive real ROI, the authors spoke to a number of marketers who told them that data is king, and there is no strategy without it.

The biggest reason for marketers changing their martech is to get more value from their data. Marketers want to focus on the return on the investment, rather than the size of the investment.

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August 22, 2019
Marketing, Sales & Service Alignment

ATD: Why Technology Won't Replace Your Salespeople

Sales thought leaders and analysts periodically shine a flashlight on a particular technological tool and wonder whether salespeople or sales behaviors will be replaced by it. This happened in the early 2000s when large organizations first adopted email marketing technology, which was supposed to cut the need for salespeople to prospect. Of course, that didn’t happen.

As everyone’s inboxes were flooded with similar-sounding “canned” emails, it turned out we still needed humans to generate authentic and engaging messages to which prospects would respond.

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August 21, 2019
Marketing Optimization

a.list Daily: Marketing In The Digital Age: How To Close The Leadership Gap

Marketing has always been both a left-brain and right-brain discipline.

From a left-brain perspective, marketing is all about the data and quantification of results and measurement of ROI.

At the same time, marketing is a creative, right-brain pursuit. It’s about storytelling, emotion, connection, and a beautifully crafted message.

But now that we’ve entered the digital age, left-brain marketing activities have become super complex. We’re creating massive volumes of data. The data sources are fragmented. And the technology required to bring it all together involves complicated algorithms and analytics.

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August 21, 2019
Digital Transformation

CMS Wire: Why Enterprises Need Digital Transformation

What's really driving digital transformation? In many cases the real push to digitize content and processes comes from the customer. If, however, a business has developed an effective customer relationship strategy that is only lightly digitized — i.e. a company that has developed its business strategy over the years before heavy digitization — does that company really need to undergo digital transformation? Is digital transformation overhyped? Is it even a good thing?

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August 21, 2019
Marketing Operations

Martech Today: Want to improve your marketing operations? Make everyone on the team a coach

Marketing operations are the driving force behind a company’s marketing technology implementations and processes. Successfully managing complex marketing operations efforts takes a capable, agile and tech-savvy team, which is difficult to build and maintain in today’s constantly evolving martech space.

“There are so many different systems and processes happening concurrently that it’s easy for critical things to go undone or breaks in the systems to go unnoticed,” said Kimi Corrigan, head of marketing operations for Duo Security at Cisco, “There is no room for ambiguity around responsibilities or communications in this function.”

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August 20, 2019
Martech

SmartBrief: What it takes to select and integrate new marketing technology

We may be reaching a point where technology vendors are marketing to other marketers almost as often, if not more than brands have been marketing to everyday consumers.

In April, for example, the annual Marketing Technology Landscape Supergraphic was released -- an overwhelming eye chart of the more than 7,000 possible products and services brands could use to raise awareness, drive demand and achieve conversions. To put it in perspective, this same graphic listed 150 marketing technology products and services when the series began in 2011.

While everyone likes to have choices, marketers can be understandably daunted by the technology options available to them, even as they feel an increased urgency to make sure they’re successfully adopting digital tools. According to a report from research firm Gartner Inc., for example, CMOs are focusing on innovation as a way to deliver the right strategy. They’re also not afraid to make the necessary investments: eMarketer forecasts an increase in martech spending of 27% between now and 2022, or $122 billion.

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August 20, 2019
Data

Marketing Land - Location data 101: A primer for marketers Understand how location data can be used for efficient, effective and responsible marketing.

In our hyper-connected digital world, an omnichannel marketing approach helps brands bridge the gap between online and offline consumer behavior. But driving an effective multi-touchpoint strategy has its unique challenges – and oftentimes, our strategies are only as effective as what we know about our customers.

In particular, customer location data has emerged over the last decade as a wealth of information for marketers, providing a digital footprint of where customers are spending time and how they interact with brands – both online and offline. From offline attribution to geo-targeting, location data can help marketers understand the bigger picture of the customer journey. But while location-based marketing can be a powerful strategy for marketers, it can also be a bit of a black box

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August 20, 2019
In-House

Digiday Research: What Marketers Are Moving In-House In 5 Charts

Marketers taking work in-house isn’t a new phenomenon but it’s a growing trend — one that has pros and cons — that’s affecting agencies at a time when they’re feeling the pressure of more project work and fewer agency-of-record assignments. Marketers aren’t simply taking work in-house to stop working with agencies but to have a greater hand in how their marketing is handled and to be more nimble when that’s required.

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August 14, 2019
Martech

From Which-50: Cover Story: Cmos Are Still Struggling To Piece Together Marketing Systems And Data

Marketers are unhappy with the level of integration between the different technology tools they use to do their jobs.

It’s an issue Which-50 has been interrogating with marketing executives, experts and analysts over the last three months, as we’ve tried to understand what’s driving a level of frustration with marketing technology solutions.

The research, which we conducted in partnership with Cheetah Digital, included a survey of 170 executives, along with 12 in-depth interviews with C-suite executives. The findings will be released at a panel discussion in Melbourne tomorrow and made generally available after that.

Marketers have assembled their technology stacks to deliver cohesive customer journeys at scale. But simplicity isn’t easy to achieve and those ‘seamless customer experiences’ are delivered on platforms built from disparate systems and data that have been stitched together.

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August 14, 2019
AI

From Business Chief: Smart social: Three companies using AI to revolutionize social media marketing

In 2017, the global market for artificial intelligence (AI) driven social media marketing was valued at $465.2mn. According to a Markets and Markets report, that figure is predicted to grow to exceed $2.1bn by 2023. The ability for intelligent machines and applications to add value to the way companies engage with their customers, partners and employees is incontestable. Use cases range from chatbots that improve customer service to platforms that can identify and generate optimal cross-platform content. 

The jury remains out on the best practice applications for most of these technologies. According to a Forbes report, while most companies selling and buying AI-driven social media solutions seem intent on replacing their human workers, the tipping point where a content curator will be made obsolete may be some years away. “Facebook represents this contradiction. While publicly touting the company’s AI-driven future and investing heavily in building a world-class AI research staff, the company is also rapidly hiring human content moderators,” writes Kalev Leetaru, internet entrepreneur and Fellow in Residence of International Values, Communications Technology & the Global Internet at the Institute for the Study of Diplomacy in the Edmund A. Walsh School of Foreign Service at Georgetown University.

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August 13, 2019
Martech

From Which-50: Cover Story: Cmos Are Still Struggling To Piece Together Marketing Systems And Data

Marketers are unhappy with the level of integration between the different technology tools they use to do their jobs.

It’s an issue Which-50 has been interrogating with marketing executives, experts and analysts over the last three months, as we’ve tried to understand what’s driving a level of frustration with marketing technology solutions.

The research, which we conducted in partnership with Cheetah Digital, included a survey of 170 executives, along with 12 in-depth interviews with C-suite executives. The findings will be released at a panel discussion in Melbourne tomorrow and made generally available after that.

Marketers have assembled their technology stacks to deliver cohesive customer journeys at scale. But simplicity isn’t easy to achieve and those ‘seamless customer experiences’ are delivered on platforms built from disparate systems and data that have been stitched together.

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August 12, 2019
Digital Transformation

From CMS Wire: How Content Intelligence Enhances Your Digital Transformation Strategy

Why is it that so many digital transformation projects fail? Figures from McKinsey suggest only 16% of IT leaders claim their digital transformation efforts have sustained performance improvements. Another 7% report short-term improvements which did not last in the long-term. Could a desire to innovate without disrupting processes be largely to blame? As organizations venture down an unknown path to transformational excellence, there are several hurdles they need to overcome.

Let’s take a look and address some common questions which are being asked by organizations on their transformation journey.

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August 12, 2019
Content Marketing

From the Credit Union Times: Data-Based Content Marketing Drives Superior Results

In every industry, marketing teams struggle with a simple truth: There’s not always enough content to continually engage, educate, inform and entice consumers. Credit unions endure the same challenge. Sure, everyone rallies around the new website, e-newsletter or blog platform initiative. But by issue five, six or seven, those great content ideas developed at launch time are long spent.

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Innovation

From Innovation Excellence: Eight Reasons Why Innovation Beats Efficiency

If you are running an organization of any kind then making it more efficient is a key priority.  It is important to speed up processes, eliminate waste, improve quality, reduce costs and generally please customers.  And if you work hard at it you can do all of these things.  But it is also important to prioritize innovation – finding new products and services and new ways to do things.  The trouble is that if you focus too hard on efficiency then you can easily neglect innovation.


Sorting out today’s operational wrinkles has an immediate payback but experimenting with new products and methods takes time and effort. It has an uncertain future payback.  So we tend to spend most of our time solving today’s efficiency issues.  The temptation is always to work on improving current products and systems rather than finding new ones.  After all, we know that the current process works so if we can make it work better we will get better outcomes.  We can have no similar certainty about the results of innovation efforts.  Also innovation involves trying things that don’t work.  That looks wasteful – and we all hate waste.

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August 12, 2019
Loyalty Marketing

Marketing analytics and customer loyalty

One doesn’t need much business experience to realize that retaining existing customers is a more sustainable strategy than continually acquiring new ones. Not having to find and appeal to new customers saves considerable resources. But how much, exactly? Various studies have shown that it costs five to 25 times more to acquire a new customer than it does to keep an existing one.

What’s more, existing customers spend more per order than new ones. They’re also more receptive to new offerings. What does all this mean in terms of business value? Improving customer retention rates by just 5 percent can drive profits by as much as 25-95 percent! Because you don’t need any more convincing, let’s discuss how you can use marketing data to drive customer loyalty.

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Social Media

Could Facebook’s reputation problem affect your Facebook marketing campaign?

Facebook hasn’t been having a great time lately, at least in terms of public reputation. In the Cambridge Analytica scandal, Facebook was accused of mishandling private user data – a move that inadvertently exposed the personal information of 87 million people to a political analytics firm. In response to this, the Federal Trade Commission (FTC) imposed its highest-ever fine against Facebook, in the amount of $5 billion. Cambridge Analytica isn’t the only problem Facebook is dealing with, either—frustrations over manipulative algorithms, user privacy, and data security have led to 74 percent of American Facebook users taking action to distance themselves from the app (including deleting their account, deleting the mobile app, following heightened privacy protocols or committing to checking the app less frequently). 

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August 12, 2019
Marketing Automation

From Martech advisor: Sprinklr Releases 300 New Features across its 5 Products; Unveils Salesforce 2.0 Connector

Sprinklr announced the Sprinklr Summer ‘19 Product Release, which is now available now to customers globally. The release includes over 300 new features across the five products that make up Sprinklr’s Unified Front Office Platform: Modern Marketing, Modern Advertising, Modern Research, Modern Care, and Modern Engagement. The new capabilities will help you listen to, learn from, and love your customers.

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August 12, 2019
Analytics

From MartechSeries: What Is Marketing Analytics and Why You Should Be Gung-Ho About Its Future?

If you look back to 2009-2011, you would realize how differently Marketing Teams worked with data and analytics then. The 4P’s of the Marketing Mix remained the crux of every successful branding and product pricing. Analytics was restricted mostly to offline data collection aggregated from retail stores, web data, and primitive email marketing contact lists. Today, the whole game of Marketing Analytics has transformed. The coming of age for analytics within Mobile, Social, Web, In-app, Video and E-commerce has pushed the barriers for modern CMOs. Though we take cue from the 4P’s, but the horizon has expanded massively to address a much larger audience through new-age analytics game. To understand the basics of how CMOs deliver on Personalization, Customer Experience, and Real-time conversations with customers, you should have a fair knowledge of Marketing Analytics.

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August 9, 2019
Project Management

New Video from ScreenDragon

Screendragon is a leading project, resource and workflow management software solution designed for marketing, agency and professional services teams. Trusted and loved by global enterprises and agencies including Kellogg's, Virgin Atlantic, McCann World Group and TB

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August 9, 2019
Event

From Workbook: Done Right Live | Boston, MA | November 12

The modern workplace has radically transformed. Where we work, how we work, and what we work on are no longer the same as they were ten, or even five years ago. Marketing, IT, and other enterprise leaders today have to ensure that their teams can succeed while dealing with massive change and limited resources. This shift requires new approaches to getting work done to enable teams to move at the speed and scale of digital.

Join us for a live workshop to learn how you can master modern work. Whether you’re a power user or a newbie, you’ll get the training you need to get things done and do them right. Get inspired and add rocket fuel to your career.

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August 9, 2019
Digital Asset Management

From the widen Blog: Media Asset Management: What Does it Really Mean?

Media asset management (MAM) is sometimes used interchangeably with digital asset management (DAM). They both help manage assets, but are they really the same thing? Sort of…

What is media asset management?


Media asset management (MAM) is the process and software used to manage high-
volume video and multimedia files. It originated within the film and broadcast industry to accommodate the need to manage large rich media files. As a result, MAM became an essential part of the video production process as it allows you to store and manage your rich media library from a centralized, reliable source.

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Martech

From JD Supra: When It Comes to Marketing Technology, Are You Using the Right Tool for the Job?

When it comes to choosing technology, marketers are really strange. JD Supra has seen firms spend over a year exploring marketing automation platforms or email software, watching demos, reading case studies, meeting with sales reps, and finally making a decision only to then change their minds and start all over again. It’s a process. A long, deliberate process. Yet with some foundational marketing technologies like webinars, firms often have a less serious approach.

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August 9, 2019
Analytics

From IT Technology News24: Massive Demand for Digital Marketing Analytics Software Market by 2019-2026

Digital Marketing Analytics Software Market report has recently added by IT intelligence Markets which helps to make informed business decisions. This research report further identifies the market segmentation along with their sub-types. Various factors are responsible for the market’s growth, which are studied in detail in this research report.

This market report is a thorough analysis of the existing situation and the anticipated condition for Global Digital Marketing Analytics Software Market. Investigation for gathering the content for this report is done in-depth and meticulously. Present scenarios, past progress, global recognition and future prospects of the market is offered in this report. Main strategies, market shares, products of the companies and investments in the market is also mentioned in detail.

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August 9, 2019
Digital Transformation

From Forbes: How Marketing Helps Drive Business Transformation at Bank of America

"We felt it was important for our customers to get to know the people behind the company, the leaders and what we believe in, there is a lot there that the public never really understood," says Bank of America CMO, Meredith Verdone.

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August 9, 2019
Event

Master the Mayhem! Conquer the Digital Chaos and Deliver Game-Changing Customer Experiences. DX Summit | Chicago, IL | November 4-6

Master the digital mayhem!


Take a guided tour through the modern digital customer experience ecosystem, learn strategies for building high performance teams, leveraging the latest in customer data platforms and navigating the procurement minefield.


See inside world class digital, VoC and Customer Experience teams
Get unique, honest insights via practical case studies delivered by your peers. Hear from top tier organizations like Google, SunTrust Bank, University of Calgary, Shutterfly and many others.


Spark your innovated juices via cross-industry insights
Share lessons learned, challenges and ideas with your peers from a range of industries. Benefit from the novelty of new perspectives across similar challenges.


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August 9, 2019
Social Media

From CMS Wire: Why Your Social Media Marketing Strategy Sucks

With over 3.2 billion social media users globally, it's not surprising that B2B marketers are increasingly focusing on social media marketing. It's quite likely your customers are on social media, so not only is it important to engage with them on these social platforms, you must do it right.

To help you refine your social media approach we got with the marketing experts and asked them to share the main ways they see B2B brands fail at social media, and how they can improve.

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August 9, 2019
Event

Bureau of Digital Digital PM Summit | Orlando, FL | October 20-22

It's a familiar story: trying to do too much with too little, sorting out the best tools for the job, losing sleep over all of the things thrown at you…and what's that, you'd like to have a rewarding career too?

Here's an idea: instead of trying to figure everything out by yourself, why not just connect with fellow DPM pros, and get a front row seat to all of the latest strategies, tools and resources? In just two months, we're bringing together DPMs from across the world to do exactly that at the Digital PM Summit. Read on for some of the agenda highlights, and what speakers pledge to teach you.

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August 9, 2019
Webinar

AMA Webinar | The Secret to Successful B2B Marketing: Revenue Operations | August 28, 12PM CDT

Wondering how savvy marketers are generating pipeline these days? Wish Sales was following up on the demand you are creating? Learn how to accomplish this and more by establishing a revenue operations function at your organization. Attend this webinar to understand how Revenue Operations can propel your B2B marketing initiatives forward whether they be account-based, inbound or both. We’ll outline how revenue operations can help drive scalable growth for all of your go-to-market (GTM) motions as well as leave you with a framework on how to get started.

You will leave with an understanding of how to:
- Implement the right GTM Marketing and Sales strategy (ABM, inbound, or both)
- Utilize revenue operations to make your marketing campaigns more successful
- Unify company data so it is accessible and actionable by all
- Provide analytics and insights into what is working

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August 8, 2019

From AdAge: How to Continue Marketing Successfully After the Sale

It’s harder than you think to find definitive proof that retaining a customer is cheaper than acquiring one. The ratio many pundits lean upon is 6:1 in favor of retention, but we dare you to find that research. This statistic sounds correct to the experienced marketer ear, especially as they are watching sales teams grow and sales cycles extend (Gartner reports that it takes 14 months on average to complete the sale of enterprise software.)

One CMO who believes he’s figured out the math is Kevin Spurway of Appian, a platform for building enterprise software. Embracing what he calls “post-sale marketing,” Spurway has a team within the marketing department dedicated to driving “net-revenue retention,” a term favored by investors. In illustrated in our conversation, Spurway & Co. spends a lot of time getting to know its customers and, ultimately, celebrating the best ones with a unique gift, a customized sculpture made of Legos. Evidently, brick by brick, customer by customer, retention does pays off.  

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August 8, 2019
CDP

From CMS Wire and Optimove: Field Guide to Customer Data Platforms

Customer Data Platforms (CDPs) have moved to the top of many marketing technology wish lists, because they address a pressing problem: the ever-increasing fragmentation of customer data.

This has fueled growth in the CDP industry, as new vendors enter the market with different approaches to fulfilling CDP objectives. Which presents another challenge marketers must sift through a larger number of vendors and understand how they differ from one another before finding the right one.

The field guide provides solid overview of what’s available in the CDP realm and how to move forward in selecting the CDP that’s right for your organization.

Included in this guide:
- Key ways CDPs differ from one another
- Different CDP categories and use cases
- A visual map to navigate the CDP landscape

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