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Emerging Themes in Marketing
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Are Billion-Dollar Strategic Decisions Being Made on the Basis of Data or Intuition?

Are Billion-Dollar Strategic Decisions Being Made on the Basis of Data or Intuition? | Emerging Themes in Marketing | Scoop.it
Spending on data analytics is rising, and CMOs report that one of their most effective applications of predictive analytics has been to leverage consumer data to support intuitive hypotheses. With all the buzz about big data, recent studies have shown somewhat conflicting results regarding the...
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The Rise of Purpose-Driven Social Marketing - Marketing Technology Blog

The Rise of Purpose-Driven Social Marketing - Marketing Technology Blog | Emerging Themes in Marketing | Scoop.it
The Rise of Purpose-Driven Social Marketing by Douglas Karr on Marketing Technology Blog
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AI, Robotics, and the Future of Jobs

AI, Robotics, and the Future of Jobs | Emerging Themes in Marketing | Scoop.it
Experts envision automation and intelligent digital agents permeating vast areas of our work and personal lives by 2025, but they are divided on whether these advances will displace more jobs than they create.
Cambridge Marketing Colleges's insight:

With computing power now entering the "second half of the chess board"  following Moore's law  the implications for new devices replacing humans are considerable. Combine this with the IoM ( Internet of Things) and the Marketer of the future will have to add M2M  to their armoury.  i.e. Machine to Machine Marketing. 

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World will have 13 ‘super-aged’ nations by 2020 - FT.com

World will have 13 ‘super-aged’ nations by 2020 - FT.com | Emerging Themes in Marketing | Scoop.it
The world will have 13 “super-aged” societies by 2020, up from just three today, according to a report that warns of ageing populations becoming a drag on global economic growth. Moody’s, the rating agency, said the number of “super-aged” countries –
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Best Practice in Big Data: A Marketer’s Primer

Best Practice in Big Data: A Marketer’s Primer | Emerging Themes in Marketing | Scoop.it

We’re happy to announce Elastic Path has been recognized in Gartner’s “Hype Cycle for Digital Marketing, 2014” report for the third year in a row, named in the “Digital Commerce” and “Commerce Experiences” categories, along with our partner, SapientNitro.

Despite the projections that big data drives more ROI than other marketing investments, recent research by Gartner reports the average return per dollar is only 55 cents, thanks in part to immature technology, lack of skilled data scientists and poorly defined business use cases.

In Insights 2014: Connecting Technology and Story in an Always-On World SapientNitro suggests poor communication between data scientists and marketers and poor execution and management of data science efforts, and recommends best practices for communicating with and managing the data science team. The article from which this content is adapted is titled Delivering Big
Data’s Potential: A marketer’s primer by Bryan Smith, PhD, Director Marketing Strategy & Analysis, SapientNitro. The article is one of several within the Insights 2014 report, available for free download.

Key terms in data science

It’s helpful for marketers to familiarize themselves with a few terms from the “data scientist’s glossary:”

Machine learning

The process of training computers how to “learn” interesting patterns in data, and how to adapt automatically when data change over time.

With machine learning, algorithms are trained for a time in order to build models, which are used to direct automated marketing and operational decisions, adapting as more data is gathered once “live.” This learning can be supervised or unsupervised.

Supervised learning

Supervised learning algorithms take independent variable inputs such as user clickstream data and dependent variable outputs like purchase data and create a model for how they relate to each other. Once a model is deemed “good”, it can be rolled out to new users as a predictive tool.

Unsupervised learning

Also called “data mining,” unsupervised learning looks for patterns and relationships within the data itself, without concern for outputs. Rather, unsupervised learning is useful to for segmentation and customer insight.

Machine learning use cases

Here’s the fun part…what is machine learning actually used for?

Supervised learning use cases

How likely is a visitor to convert, based on demographic, geographic, social or other segmentation characteristics?What behaviors best predict customer churn? Which indicate a customer is likely to renew or upgrade?Who are your most valuable customers over time? Can you identify new users that are likely to become high life-time value?

Unsupervised learning use cases

Identify customer segments based on common characteristicsRecognize products that a given segment has an affinity for, and suggest them to the right users using collaborative filteringApply personalization to customer segmentsUse clickstream data to dynamically optimize the site experience for a given user, taking into account his or her identified segment(s)Use “basket analysis” (frequent items mining) to identify items or categories most likely to appeal to a given customer in cart, post-checkout or in remarketing / emailBest practice for closing the marketer / data scientist divide

Education, including familiarity with jargon, is the first step towards marketers understanding data scientists. Also required is clear communication. Like a creative brief, data scientists need clear and concrete questions from marketing to direct their efforts, and be efficient. Ambiguity only drags out the process, and risks unsatisfying results.

SapientNitro’s essential marketing questions to ask your data team:

1. What attributes define my most valuable customers?
2. What customer segments am I most likely to lose in the next 3 months?
3. What features of my product resonate with various segments of my user base?
4. How are my marketing campaigns being received in social media?
5. Are there identifiable differences among various groups who like or dislike my products?
6. Why was the click-through rate of my most recent campaign so high/low
7. Can I move stale inventory by identifying cross-promotion opportunities from existing user behaviors?
8. Are there any readily-identifiable common attributes of my most successful salespeople?

Experimentation is also a part of data science, which may require several iterations. Marketers must understand this, and not conclude that data scientists are failing in their process. Deadlines imposed on a data science team can short-cut their ability to properly test and tune their algorithms.

Best practices for managing the data science team

1. Ask specific questions

SapientNitro observes marketing teams spending too little time identifying and prioritizing questions for the data science team, especially when it comes to business objectives.

Take a recommendations engine, for example. Without context around the marketing mix, profit margins and supply chain, the data science team may build a data-driven system that works against the business.

Feed the data team questions like “how can we measure cross-category promotions activity across geographies?” or “what categories occur most often together in users’ carts?”

2. Create a sense of urgency

Despite the recommendation to avoid deadlines, activities shouldn’t be left too open-ended. A backlog of well-defined and time-limited experiments in which expected results are understood by both marketing and data science teams helps keep the project on track. SapientNitro advises experiments run 4-6 weeks, rarely exceeding 8 weeks.

Be prepared for failure. Expect it. The goal is to learn, acknowledge failures, and reprioritize the backlog. This approach borrows in many ways from Agile software development.

3. Define the owners

For both sides of the project, determine who is the ultimate owner, who owns provisioning and access, who will use the results of the analysis, who is the end consumer of the output, etc.

4. Keep control of information

While it’s common to outsource the collection and storage of your data to third party vendors, consider the long-term impact of allowing others access to your raw data streams.

If you must outsource, ensure data science and governance informs how this is done, and how data is accessed internally and externally.

Check out the entire 180 page report Insights 2014: Connecting Technology and Story in an Always-On World by Sapient (free download, which explores how consumers, marketers, retailers and brands are using digital technologies across channels and touchpoints for storytelling, smart data and customer experience.


Via www.sercompetitivos.com
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The Mobile Barometer Index : 2 charts that tell a story | Online Marketing Trends

The Mobile Barometer Index : 2 charts that tell a story | Online Marketing Trends | Emerging Themes in Marketing | Scoop.it
Know the Latest Trends, Updates on Emarketing, Digital Trends, Online Advertising,Online Shopping, Ecommerce and ERetail,get insights into Social Media Trends,Brand Spends on Digital,Learn SEO, SEM Paid search, Get insights on Ecommerce, Internet ,b2b emarketing,Industry Trends on Display ads, Mobile Commerce, and Consumer Insights,
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More Than 4 in 10 US Households Forego Landlines, Are Mobile-Only

More Than 4 in 10 US Households Forego Landlines, Are Mobile-Only | Emerging Themes in Marketing | Scoop.it
Source: National Health Interview Survey [pdf]

Notes: Some 41% of US households were wireless-only during the second half of 2013, per the study, with this
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Social Media for Lead Generation

Social Media for Lead Generation | Emerging Themes in Marketing | Scoop.it
Over the last several years, social media has emerged as an effective tool for generating leads. Two-thirds of online adults use social networking, and almost half use it daily.

Via Laurent J.V. Dubois
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Pallab Kakoti's curator insight, July 4, 5:31 PM

The use of social media platforms by sales people to generate leads and convert them into successful B2B conversions to generate revenue is summed as the concept of social selling. It’s an approach that leverages the use of various social media tools to filter targeted information based on locations, business verticals & social media profiles. The process enables sales professionals to post social updates, tweets & messages on the social media domain from their personal accounts to build their credibility as industry experts.

 

Read More // http://pallab-kakoti.blogspot.in/2014/02/social-selling-b2b-sales.html

 

 

 

Some may see conversion as an online transaction, others as a sign up or an upgrade to a paid plan. Conversion objectives vary and are therefore crucial to define the attributes for different referrers & social networks. Determine the original referrer as the first touch attribution where they first heard & saw the social content or was it the referrer of the visit where the story was seen and where the actual conversion occurred as the last touch attribution.

 

Read More // http://pallab-kakoti.blogspot.in/2014/03/social-media-impact-to-boost-conversions.html

 

 

#plbkkt via #hshdsh

 

#blogs4bytes // Follow the conversation

massimo scalzo's curator insight, July 5, 5:37 AM

How To...

BogDan Wrzesinski's curator insight, July 8, 11:25 AM
Marketing is Good! Selling is Better!
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6 Innovative Ways to Implement Beacons for Marketing - Street Fight

6 Innovative Ways to Implement Beacons for Marketing - Street Fight | Emerging Themes in Marketing | Scoop.it
6 Innovative Ways to Implement Beacons for Marketing Street Fight Brick-and-mortar merchants know they need to step it up to compete against e-commerce retailers, and they know that proximity marketing with indoor positioning technology can be an...
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The Era of Cloud Computing

The Era of Cloud Computing | Emerging Themes in Marketing | Scoop.it
Analysts estimate that over the next six years 90 percent of new spending on Internet and communications technologies will be on cloud-based technology.

Via Grant Montgomery
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Asia pacific digital overview 2014

we are social 2014 ASIA-PACIFIC DIGITAL OVERVIEW WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS We Are Social wearesocial.sg • @wearesocialsg ...
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Older Affluents Remain Drawn to Traditional Media

Older Affluents Remain Drawn to Traditional Media | Emerging Themes in Marketing | Scoop.it
Much as with the general population, affluents' media habits differ by generation, with younger affluents more likely to be found using newer media and older groups spending
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Me-Commerce and the Future of Retail | Visual.ly

Me-Commerce and the Future of Retail | Visual.ly | Emerging Themes in Marketing | Scoop.it
Retail success today is all about developing the tech, tools, and talent to be relevant to the individual consumer.
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Gartner: Over 500 smart devices per home by 2022 - Techgoondu

Gartner: Over 500 smart devices per home by 2022 - Techgoondu | Emerging Themes in Marketing | Scoop.it
Gartner: Over 500 smart devices per home by 2022 Techgoondu As it becomes cheaper to fit sensors to consumer products, the number of smart devices in a typical home in developed countries could grow to over 500 by 2022, according to a new report by...

Via Pekka Puhakka
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The Digital Future: A Game Plan for Consumer Packaged Goods

The Digital Future: A Game Plan for Consumer Packaged Goods | Emerging Themes in Marketing | Scoop.it
With nearly one-half of growth over the next five years coming from digital channels, CPG manufacturers risk losing control of their margins, share, and brand equity.
Cambridge Marketing Colleges's insight:

A good insight into why digital revolution has impacted some sectors more than others 

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A Marketing Opportunity…or Intrusion? | Cambridge Marketing College – Alumni Media Hub

A Marketing Opportunity…or Intrusion? | Cambridge Marketing College – Alumni Media Hub | Emerging Themes in Marketing | Scoop.it
I was travelling on the train to London the other week and as usual when I boarded I had a quick look at my email to see if anything had happened in the interceding 2 minutes since I last looked when standing on the platform. Now I am no tech geek nor a complete Luddite...
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3 Ways Analytics Is Helping Marketers Reinvent Themselves

3 Ways Analytics Is Helping Marketers Reinvent Themselves | Emerging Themes in Marketing | Scoop.it
Earlier this year, the theme of our annual Adobe Summit in Salt Lake City was the “renaissance of digital marketing.” It was very fitting as we see how quickly the industry is evolving, with business, marketing, and IT all converging.
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Whos Using Digital Wallets?

Whos Using Digital Wallets? | Emerging Themes in Marketing | Scoop.it
While more than 8 in 10 US adult smartphone users are aware of digital wallets, only about one-third have used one, according to a new study [download page] from Thrive
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Smartphone Penetration now skyrockets over 70% | Online Marketing Trends

Smartphone Penetration now skyrockets over 70% | Online Marketing Trends | Emerging Themes in Marketing | Scoop.it
Know the Latest Trends, Updates on Emarketing, Digital Trends, Online Advertising,Online Shopping, Ecommerce and ERetail,get insights into Social Media Trends,Brand Spends on Digital,Learn SEO, SEM Paid search, Get insights on Ecommerce, Internet ,b2b emarketing,Industry Trends on Display ads, Mobile Commerce, and Consumer Insights,
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Yves Guillou's curator insight, July 18, 8:30 AM

une belle courbe "innovation adoption lifecycle"

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International Markets with Highest eCommerce Conversions | Online Marketing Trends

International Markets with Highest eCommerce Conversions | Online Marketing Trends | Emerging Themes in Marketing | Scoop.it
Know the Latest Trends, Updates on Emarketing, Digital Trends, Online Advertising,Online Shopping, Ecommerce and ERetail,get insights into Social Media Trends,Brand Spends on Digital,Learn SEO, SEM Paid search, Get insights on Ecommerce, Internet ,b2b emarketing,Industry Trends on Display ads, Mobile Commerce, and Consumer Insights,
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Time Spent With Smartphone Apps on the Rise; Number of Apps Used Remains Flat

Time Spent With Smartphone Apps on the Rise; Number of Apps Used Remains Flat | Emerging Themes in Marketing | Scoop.it
Adult iPhone and Android owners in the US used an average of 26.8 applications per month during Q4 2013, says Nielsen in releasing new new data on app usage. That figure is
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corneja's curator insight, July 6, 1:58 PM

Interesting stats about mobile apps usage.

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The Evolution of Retail: What Brands Need to Know [Infographic]

The Evolution of Retail: What Brands Need to Know [Infographic] | Emerging Themes in Marketing | Scoop.it

The retail environment is changing faster than many brands realise. The evolution of retail is developing and brands need to embrace these new trends.

 

Back at the turn-of-the-century (I just love saying that) I was in retail management. Dance music retail to be specific. The stores that I ran pioneered cutting edge dance music and thanks to DJ culture, good old analogue 12” vinyl was actually experiencing sales and usage growth. Oh, how quickly things can change. It was around that same time that iTunes launched and changed the way that we purchase, manage and play our music forever. That was one of the first signs of the evolution of retail.

Fast forward 14 years and that sector of retail has changed so radically that now DJ’s can purchase music live on their smartphone in the middle of a playing a gig. According to data from Baynote the retail industry is forecast to experience more change over the course of the next five years than it has during the past one hundred years. News Corp CTO Tom Quinnrecently told CeBIT attendees that consumers are now innovating faster than businesses. Dynamic brands are capitalising on some emerging retail trends, however businesses that ignore the evolution of retail could be left behind.

In this article you will learn:

How innovative use of digital media can help win businessFive trends that are transforming the retail industryQuick fix digital media solutions to cover the basicsImportant things to know about retail in 2014 with a helpful Infographic


Via Russ Merz, Ph.D.
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Orlando Delgado's curator insight, June 17, 9:15 AM

Retail as a sector needs to adapt to new market forces...

Sue Walsh's curator insight, June 23, 5:32 AM

Another beauty. Make sure you read your way to the info graphic ...

corneja's curator insight, July 6, 2:08 PM

42 % of consumers expect a reply from the brand within an hour! This data has surprised me.  The infographic shows a lot of useful information about retail.

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Why your small business has an advantage over large competitors

Why your small business has an advantage over large competitors | Emerging Themes in Marketing | Scoop.it
"Did you see this big company with a million followers on Twitter? I wish that would happen to me!" "Yes, it's a huge number. But what would you do with that huge audience?" "That would open so many doors for me!" "Doors to what?" "I don't know. That would encourage people to check out my work, I guess."

Via Cendrine Marrouat - www.socialmediaslant.com
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Cendrine Marrouat - www.socialmediaslant.com's curator insight, May 29, 6:24 PM


Small business owners often marvel at large brands and how they managed to get so many followers on social media. By doing so, they overlook a few things...

Angela Watkins's curator insight, May 30, 12:52 AM

How could 1 person handle 1 million followers as far as corresponding with them - u would need a staff to handle that - probably 2 or 3 shifts of staff members .... http://career-advice.monster.com/career-development/getting-promoted/develop-leadership-skills-in-any-job/article.aspx ; ... http://angelawatkins57.blogspot.com - http://pinterest.com/angeladwatkins ;

Nine0Media's curator insight, June 3, 5:41 PM

#DIYSEO #SmallBusiness #SanDiego

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Next Annual Cambridge Marketing Lecture: 9 July 2014 - Cambridge Marketing College

Next Annual Cambridge Marketing Lecture: 9 July 2014 - Cambridge Marketing College | Emerging Themes in Marketing | Scoop.it

This year, the Annual Cambridge Marketing Lecture will be held on 9 July from 7.00 pm at St John's College, Cambridge. The Lecture will be delivered by Gregory Roekens, the Chief Technology Officer of Abbot Mead Vickers BBDO.

He is a recognised thought-leader and is regularly invited to speak about marketing technology innovation at industry events, is regularly quoted in the press and was recently named as one of Campaign’s ‘top five creative technologists to watch.’ He is also a keen author writing many articles for the technology press and can be followed on @roekens.

 


Cambridge Marketing Colleges's insight:

Tickets are £70. Should you wish to bring a guest we also have alumni and guest tickets available.

To book your place, email Shane@marketingcollege.com  or call 01954 234 943.

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Digital acounts for 25% Global Advertising Spends,set to exceed 1$137.53 | Online Marketing Trends

Digital acounts for 25% Global Advertising Spends,set to exceed 1$137.53 | Online Marketing Trends | Emerging Themes in Marketing | Scoop.it
Know the Latest Trends, Updates on Emarketing, Digital Trends, Online Advertising,Online Shopping, Ecommerce and ERetail,get insights into Social Media Trends,Brand Spends on Digital,Learn SEO, SEM Paid search, Get insights on Ecommerce, Internet ,b2b emarketing,Industry Trends on Display ads, Mobile Commerce, and Consumer Insights,
Cambridge Marketing Colleges's insight:

It looks as if we may be approach  a plateau on spend. Where digital has now found its place as c30% of the comms  mix.  

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