A Martech Fred has the sophisticated platforms and enjoys talking about their tech stack, but struggle to fully apply that technology. They have a marketing automation platform they still use like a $49 per month batch and blast email tool. They have a powerful CMS they use to deliver a static web experience or advanced analytics technology they use to pull the same reports available from a free solution. So how do we fight Fredness?
Single Channel Analytics Are Myopic: The great thing about monitoring activity in a particular channel is that one can see what's working and what isn't. Single-channel tools allow companies to optimize what their doing in a particular channel, but they don't provide the entire picture. The entire picture involves multiple channels.
Multi-Channel Analytics Stop Short: Marketers are using multi-channel marketing analytics to better understand the customer journey since most of us do research online, buy online, and buy in stores. The question is, what combination of things resulted sale of a particular item?
Omni-Channel Analytics Are Nascent: Some people use "omni-channel" and "multi-channel" marketing terms interchangeably, but there's an important distinction: Omni-channel marketing is about a person's experience across channels and multi-channel marketing is about the channels themselves. Omni-channel analytics is where marketing is headed, but it's difficult to do when the metrics in one channel are not accurate.
Tag Management should help with omni-channel analytics.
Acquisitions and more mature integrations led Oracle, Adobe and Salesforce to separate sharply from their peers in Gartner’s third Digital Marketing Hub Magic Quadrant, released late Wednesday.
Gartner defined digital marketing hubs as solutions that can combine first-, second- and third-party data across known and anonymous consumers. The hubs also have collaboration and workflow management capabilities, can sequence and coordinate messages across channels and measure outcomes.
Gartner placed Oracle, Salesforce, Adobe and Marketo in the leader category since they could execute and had “completeness of vision,” a rating that includes evaluations around product strategies, innovation, business models and market understanding, among other criteria.
Some 72 percent of those surveyed said they hoped to acquire data analysis skills within the next two years, and 65 percent agreed that data management is more vital than other skills including web development, graphics design and search engine optimization.
McKinsey has predicted that as of this year, the demand for data scientists will be 60 percent larger than the supply. That’s a pretty dire scenario, right? The good news is that all this talk of data scientist shortages and marketing skills gaps overlooks the improvements made in technology which simplifies data processing and automates many of the data analysis tasks traditionally reserved for fully fledged data experts.
Such technology will fuel the rise of what some are calling the “citizen data scientist.”
In supporting marketing campaigns, analytics solutions have faced an invasion of third-party efforts that can add confusion in measuring meaningful results. Much of these efforts are benign in nature, but analysts must not leave them unchecked. If they do, branding and consumer privacy catastrophes are a risk.
In all, marketers must consider mapping their analytics as an ongoing endeavor, not just a one-time event. There are now many unfamiliar ways to insert more data over time than may have been originally intended. Analysts must be more vigilant on data sources, acknowledging that vetting data quality impacts other kinds of breaches more severe than having poor data for a model.
And when you CT, a few of the reasons are enlightening.
To boost our reply rate, we asked ourselves: What makes the best online content so engaging?
The answer: The best online content speaks to the user in terms of value. More specifically, the user's personal values. So, what are these user values that we need to target? Well, to look at that we need to understand today's average user. As opposed to their predecessors, today's savvy post-digital users value personalization, customization, and participation.
Our hypothesis was as follows: If we can craft an email user experience that improves upon these three values, our reply rate will spike. 3 successful tests later, our reply rate has gone from 8% all the way up to 34%.
"personalization, customization, and participation"
We spend a lot of time in Slack. For our team, it’s the easiest place to be notified of something that requires immediate attention. So ideally, we wanted our process to be facilitated through Slack.
We then spent some time drawing out different workflows with various tools that required zero engineering resources and ended up with a process facilitated through Slack, using Clearbit, Zapier, & Troops.
This is a perfect example of Growth Hacking, where bits and pieces are collected into a process that delivers value and results. Brilliant stuff.
So, how do you uncover your customers’ motivations? To find out, use the great tools you probably already have in your toolbox:
Data is a great starting point. You might look at demographic data of your potential customer base to learn details about their age, income, and interests. These give clues about your potential customers. Put on your detective hat and sleuth around to see what you can uncover. Another data point is past purchase history. If you’re looking at existing customers, look in your CRM database to see what they’ve bought – and when.
Eye-tracking is a mechanism used by web and user-experience developers to understand what catches eyes on a website. You could use this tool to see if customers are motivated by flashy ad banners or storytelling content pieces, for instance. Then design your website and campaigns accordingly.
Also, hearing straight from the horse’s mouth is a big one. In the future I’m going to write a post about some techniques you can use, but meanwhile the short version of the story is to talk with your customers using polls and panels.
Can't motivate until you know that which motivates.
Growth In Applications: With ongoing research and greater understanding of how the blockchain works, one of the biggest trends I predict in 2017 is the use of this technology in new application areas across industries.
Regulatory Frameworks: There are signs that greater progress will be made across multiple countries to determine some type of regulatory process that will increase use.
New Levels of Security And Privacy: With issues related to online security, blockchain will gain greater general interest in relation to its security and privacy capabilities. This applies to everything from payments, where hacking and data breaches have plagued online retailers, to companies that provide contracts, agreement forms and data storage.
Global Involvement: The fact that major world powers are now advancing their interest is a good sign for blockchain, as it means that it’s really starting to catch on and could become a more mainstream – albeit still exciting – technology in 2017.
We need to stay atop of blockchain as it will impact B2B Marketing at some point in the near future.
CMOs have a much more sophisticated view of the real value digital channels provide than many people give them credit for. That is especially true of those marketing executives who have successfully embedded agility into the way they work. Among the key other findings:
Most commonly, the CMO is owner of overall organisational digital strategy, in addition to digital marketing strategy;
Almost half of CMOs feel that digital marketing has provided a “much enhanced” view of the customer;
Half of CMOs feel that their traditional and digital marketing is only “somewhat aligned”;
In B2B enterprises, enhancing the customer experience is considered almost twice as important as increasing sales;
Typically, the marketing function defines the need and identifies a solution before turning to the IT function to act as implementer;
A new role of marketing technologist is becoming increasingly common;
Digital skills are a basic entry requirement for marketing professionals — 71 per cent of CMOs feel that their teams now have at least “basic digital proficiency”.
1. Simplicity : your CRM will only help you as much as you use it, so get one that you’ll actually work with every day. Make sure you can use your CRM— or hire someone to show you how.
2. Features : there’s a difference between “want” and “need,” and it’s important to figure that out before you buy a CRM.
3. Price : although many CRMs are marketed towards different businesses— small vs. enterprise— at different pricing tiers, exclusively small business CRMs are usually more affordable than CRMs that were originally created for enterprises, and then stripped of their fancier features at lower pricing tiers.
4. What your business needs now: stick with software meant for your company’s size right now.
5. Outside Resources: do you need to deploy outside resources to build and maintain your instance?
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.