Enjoy reading through some of the worst marketing mistakes big brands have made. Classic PR fails at that too...What happens to those companies that make mistakes on a much greater scale and cost their company millions in clout or (gulp) dollars?They go down in history as the biggest marketing mistakes of our time. It's hard to move on when you're being cited as the example of what not to do, huh?We looked into the biggest mistakes from many popular brands -- but glossed over any smaller companies because we don't want to hurt the little guy ;-) Keep reading for a little entertainment, and some reminders of what you should never do to ensure you don't repeat these mistakes yourself....
Still not sure if you want to delve into Content Marketing? Not quite sure if you have enough content to keep your customers interested? Guess what we all worry about that, you are not alone. Even if you still aren’t sure if this is the best avenue for your company, Content Marketing Institute raises 3 ways that this can actually help to enable sales. I mean the bottom line is we all want to get customers in the door to pay for our services right?
Vox Media: The Company That Did Beautiful Longform Storytelling Before ‘Snow Fall’ (Leitura obrigatória pra quem curte jornalistamo digital, formatos de reportagem e inovação http://t.co/2H4VGhnH6K)...
As marketers, we will soon be the managers of the machines that are managing our marketing. Until the machines don't need us anymore.
Here are a few of the marketing areas where we are already managing the machines and one area where the machines have already managed us!
1. Search Marketing Platforms Search marketers have been using bid management systems for the last decade to manage the search campaigns. Today, new solutions like DataPop are even automating ad copywriting!
2. Algorithmic Media Buying A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Providers like Turn, MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day.
3. Dynamic Creative Optimization What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Companies like MediaMind make this possible today. Combine it with something like DataPop, mentioned above, and you could have a system that continuously creates, tests, learns and optimizes brand new creative.
4. Marketing Automation What if everyone could always get the right communication, based on all of the information you have about them? Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms.
5. Identifying Content to Create Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. In this case, the machine was feeding work to the people instead of the people feeding work to the machine.
Feeling turned upside down by the digital marketing landscape? There's an app for th… well, at least Gartner has taken the time to build a handy transit map style infographic to show us the digital marketing toolkit in a somewhat navigable way. Digital Marketing Hoods Look at that map. Just, look at it. We find it hard to believe there is any one person alive, including the Gartner analysts who created this map, who really understands how all those tools fit together. But that's okay. We are here to learn. We are tech tool tourists. Like a proper tourist, it's best to stare at the map blankly for a minute just to sort of try and orient yourself. Go ahead. We'll wait. Now, tilt your head to the side - that's it. Don't know where to go or which route to take, eh? That's exactly how many organizations feel because there is a glut of marketing tools out there, and the terminology isn't exactly standardized, so the world is rife with confusion.
Gartner surveyed over 200 marketers from U.S.-based companies with more than $500 million in annual revenue, across six industries, to understand how they are allocating their budgets and which activities are contributing to their success.
Finding No. 1: 10.4% of 2012 Revenue Was Spent on Marketing, and Budgets Will Increase 6% in 2013Finding No. 2: Digital Marketing Spending Averages 2.5% of Company RevenueFinding No. 3: Digital Advertising Accounts for 12.5% of Digital Marketing BudgetsFinding No. 4: 41% of Marketers Say That Savings From Digital Marketing Are ReinvestedFinding No. 5: Up to 50% of Digital Marketing Activities Are OutsourcedFinding No. 6: 70% of Companies Surveyed Have a Chief Marketing Technologist — 80% of Them Report to MarketingFinding No. 7: The Top 3 Digital Marketing Activities Key to Marketing's Success — Corporate Website, Social Marketing and Digital Advertising
You need a team of superstars to make your marketing automation rock. Read this blog to find out who you should be hiring.
Make sure you have an individual who can create a steady stream of great content. With marketing automation software, it becomes easier to scale programs (e.g. different job functions at different verticals), so you will need someone who can create effective content for the programs and re-purpose it. This could be a product marketer, an evangelist, someone from marketing communications manager, or a new hire such as a brand journalist. Ideally, this person will have some writing in his or her background.
Marketing Operations Manager
You will need someone who enjoys mechanics. Setting up integrations, key reports, segmentation, and flows in the system are just some of the activities a good marketing operations person will do. This is one of the most critical roles to get right because they are essential to building the technological framework. A good framework = total and complete awesomeness. A bad framework = wasted time and added expense, which we all know equals bad things. A good candidate for this is anyone on your team who enjoys technical details, has a good mind for process and how things work, and feels happy when in Excel.
This role makes sure you are squeezing the juice from the orange. They will work with your content manager and make sure their programs have the right content mapped to the buying cycle. It is also a very critical role because when done well, since nurtured leads can produce a 20 percent increase in sales opportunities versus non-nurtured leads. It is ideal to have someone in this role who understands your buyer and user personas, and also is very good at thinking through the right workflows. I have seen strong marketing programs people succeed in this role.