Technology has given your customers choices and digital predators the edge. Ask marketing, they will tell you about the decreasing effectiveness of traditional campaigns. Look at your business strategy and find plans to address new digital competitors that have become serious threats overnight.
Venkatesan indicates that managers are grappling with two primary challenges: 1) the development of an analytics strategy that focuses on consumer insights (instead of the data), and 2) arguably more important, the adoption of analytics among senior management.
Managers need to develop an analytics system that is intelligent, focuses on the why, and is forward looking. However, many firms use analytics as a backward looking tool, focused primarily on reporting history. As a result, firms miss opportunities to leverage analytics to make better, real-time decisions. One of the chapters in the book is dedicated to implementation of analytics and proposes some solutions to these challenges.
Venkatesan indicates that he views analytics as the engine that provides a forward looking perspective for marketing dashboards. The emphasis is on connecting marketing inputs to customer behavior and then using the predictive models developed using historic information, experiments or heuristics to develop forward looking what-if scenarios. The benefit of the book, therefore, is built around helping marketers make better decisions with regard to resource allocation now and in the future.
I am looking forward to when technology solutions become a ubiquitous part of our lives in a positive way. A way that makes us all more productive and hopefully working less and living better lives :-)
About two-thirds of respondents to a recent study [download page] from Regalix indicate that it takes at least 6 months from the time of implementation to realize the benefits of using marketing automation. What are those primary benefits? The survey – fielded among 348 senior marketing executives, practitioners and business leaders from around the world – finds that improved lead management and nurturing (86%) is the most commonly-cited benefit, with many also pointing to enhanced targeting and personalization (66%).
4 Ways to Manage the Marketing Technology Landscape
1. Drive some cadence around the chaos - The task of deciding which technology to choose in a landscape that boasts over 1,000 marketing technology companies offering different capabilities is like choosing a needle in a haystack. Is it any wonder that 81% of large companies now have a chief marketing technologist role? Gupta and his team created a framework to manage the chaos that allows them to break down their technology needs into three buckets - enterprise, tactical and innovation. Because the need, impact, investment and speed across that landscape vary tremendously, this framework helps them to define the right capabilities for their brands to engage with consumers, which capabilities are really relevant to their brand, which are the right partners to enable those capabilities and how these capabilities work together.
2. Create a seamless experience for the consumer - In order to create a seamless experience for the consumer, it's important to not look at technologies in isolation, but to use data and technology to weave these capabilities into each other. When looking at the marketing technology landscape you need to first identify the role and responsibility of each one of those capabilities and stick with those that complement the different technologies you already have in your landscape and make sure they are talking to each other.
3. Invest in digital innovation - In order to stay ahead of innovation, Gupta has also started to ear mark a special budget for emerging technologies, which he defines as solutions that already exist but have not yet been tapped into by their brands. His team has an ongoing way of evaluating new capabilities on a weekly basis, as a proactive way of keeping on top of what is happening in the world. At the same time, they are building new partnerships with agencies that are helping them to connect with everything that is going on in Silicon Valley.
4. Eliminate the line between marketing and IT - At the end of the day, both marketing and IT are in service of the brand with the common objective to enable their local brands to win across the globe. In order to work seamlessly with IT to create that seamless experience for the consumer, Gupta's team has created a marketing technology group that is at the intersection of the marketing and the IT organization. The group is made up of marketing technologists and IT professionals that understand the nuances of marketing. One is looking at brands, agencies, marketing capabilities, speed, agility, analytics and data to drive consumer experience. The other is looking at technology parts, architecture, scale, security and performance.
What do people do online in today’s world, how do they get online, and at what speeds? A new report from International Business Guide shows how how do millions of people in the world access the internet, where the internet is the fastest, and the devices with which they connected, following the first year when there are more mobile internet devices than humans.
View this infographic to see which regions lead the world in terms of internet access rates, who consumes what online and the most popular websites by region.
Metta helps turning stories into short movies out of pictures, videos, text and sounds that are already published on the web. Polls and quizzes can also be embedded anywhere inside a video presentation to get controlled responses from viewers.
Animoto is a huge time-saver! Grab your screenshots and videos, choose (or upload your own) music, add text breaks – you are done! A new video is ready to distribute.
Powtoon is a freemium tool to create animated presentations and video instructions. The best thing about this tool is that it lets you create video instructions that grab attention and have huge viral potential as opposed to traditional step-by-step video guides.
We all use HootSuite, or have. HootSuite is a combination of a number of useful social media management tools, including social media marketing automation, cross-posting tools, social media response and tracking, and collaboration.
SocialOomph is the secret weapon I am beginning to realize is everyone else’s secret weapon as well. Back before Twitter became fascistic when it came to automation tools such as auto follow back and so forth, SocialOomph was really something spectacular.
ManageFlitter is my new best friend, especially since it’s the only Twitter automation tool that’s still automated.
After several years of 50-plus-percent growth, marketing automation is still the new kid on the block. Even with 70+ vendors in the space. “What’s really happening is that the first wave of users is on board,” [analyst and consultant Dan Freeman] says. “That’s actually a very small portion of businesses … it’s still at less than four percent of the U.S. market.”
And which also means that we’re poised for hyper-growth, with the top solutions looking to take control of the market in a major expansion period over the next five years. We’ve already started to see that with Salesforce’s Pardot, which tripled its customer acquisition rate earlier this year.
In addition, as marketing automation as an industry becomes more penetrated, the larger companies will start offering industry-specific solutions. Salesforce is already doing that, IBM offers several “tracks” for different verticals, and Marketo is likely to release tailored versions of its core marketing technology for the medical, legal, high-tech, and other sectors.
While surveys by companies like Adobe have shown that marketers lack core skills in digital marketing and that shockingly low numbers of them know how to reinvent themselves for the new marketing technologies, Freeman thinks it’s actually not that big of a problem.
“That statistic is kind of meaningless,” he says. “I know a lot about the digital marketing world, but I don’t feel comfortable with it … there’s a lot to learn about the world of marketing tech, and it’s a world unto itself. There’s just a realization that the tools are constantly changing and you need to be open to the new tools.”
Right now I'm preparing for a talk I'm giving next month, in which I'll be speaking on using technology to connect students, faculty and institutions to the fundamentally human activities of learning and growth.
Excerpt from article on Social Media Explorer: "Flipboard had a huge hurdle to overcome: Who cares about sharing in an app that only a handful of people use very often anyway?
The solution came from “unbundling” the simpler tasks that we think of when it comes to “sharing” something: - Snagging - Routing - Context - Subscription
Ideally, if you’ve thought about a curation strategy at all, you understand that you don’t have to create metric tons of awesome content if you can be the go-to person to find it and share it. Certain topics lend themselves to a lot of information, and your value as the sifter of the wheat from the chaff is not to be overlooked.
So what is Flipboard doing that is so special? It has moved beyond the app, into categorization, collection and personalization. Here’s what that workflow can look like: 1. Sharing Starts Where You Find Things... 2. More Channels is Better... 3. Sell the Sizzle AND the Steak... 4. Friction-Free Sharing... 5. On the Flip Side...
This could be the ticket for a busy entrepreneur with limited time for writing and “thought leadership,” but who is enough of a topical consumer of links that filtering and sharing can become second-nature.
What Flipboard has done is made the acts of sharing, compiling, and curation as frictionless and as inclusive as ever. And being able to target specific networks in isolation or in bulk is a time-saver..."
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.