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Customer Experience Matrix: Understanding Relationships Within the Marketing Technology Landscape | #TheMarketingTechAlert

Customer Experience Matrix: Understanding Relationships Within the Marketing Technology Landscape | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

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Scott Brinker, a.k.a. chiefmartec*, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. As Scott modestly writes, his classes present “a semblance of meaningful structure” with Internet and Infrastructure providing the foundations, Marketing Backbone platforms (major channel systems) managing most interactions, Marketing Middleware (including Customer Data Platforms) providing a connective layer, and Marketing Experiences and Marketing Operations systems offering specialized capabilities.


Showing the actual connections between system pairs has another advantage: it lets you represent the architecture as a formal graph, meaning you can compare architectures using standard graph analysis techniques. Even just counting the connections gives a useful measure of relative complexity.

The diagrams above illustrate this nicely: the top picture shows the same architecture as before, which has 14 system-to-system connections (out of 28 possible pairs, another useful metric, even though some wouldn't make much sense). The bottom picture shows the same systems with everything connecting through a central database: now there are only eight connections and several missing system-to-system links have been provided automatically. If you want a crude approximation of how much a central database reduces complexity (and hence cost), this is good place to start.

marketingIO's insight:

That captures it, although it runs up against our grain to think of things as stacks.

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erika rosenthal's curator insight, January 15, 2014 9:57 AM

This is a superb diagram of systems working together and their interlaced intricacies. I am seeing so much about content marketing on the web (beyond this article which was well done) and am concerned that the emphasis may to too high on that one segment of marketing, content. There is also the creation of assets, the vehicles in which content flows, which have a presence where the customers may be looking. There's channel management, how much of the budgeting mix and time is devoted to each channel of communication, and let's not forget the creative part of marketing and the research and analysis that makes sense from otherwise chaos and drives business decisions. Utilizing all these tools enables the marketer to optimize the budget and build customer loyalty in the process. Hats off to Scott Martec who took a step in the right direction to create form and explain cross functional interdependencies. 

Michael Allenberg's curator insight, January 16, 2014 7:11 AM

Study this one intimately and then design your User/Customer Experiences!

Jason Hack's curator insight, January 20, 2014 3:13 AM
The Internet has created a medium that allows even the smallest of business to effectively market their services or products online. One industry that has seen great success in utilizes the Internet for marketing is the travel industry. Generating leads, creating excitement for travel and booking trips are only a few of the unique marketing opportunities that travel professionals can take advantage of. Travel Internet marketing is a growing field and one that all travel agents and industry professionals should take advantage of. With the net being free-for-all, there are a lot of potential threats out there and business owners should be conscious of this and plan accordingly. Before you begin looking for someone to help write the perfect internet marketing strategy, take a look at the look at a few of the disadvantages below. The first step is, obviously, a well designed website. Traditional travel marketing relied on glossy advertisements to generate excitement and leads. A well designed website takes the concept of the advertisements to the next level. A website filled with pictures, videos, articles, reviews and information is the perfect resource for anyone considering booking a trip. For this reason, travel professional are encourage to work with a Internet Marketing expert for all their website content needs. The cost of Internet marketing may seem steep, but when you consider the long term results of a strategy created by professionals, there is no better investment that a business owner can make. The results are undeniable and produce: ongoing growth and website notoriety, increased visitor counts and high conversion rates. Site owners wanting plans for Crazy Clickbank Cash advertising will always be seeking new and ingenious marketing methods. Not surprisingly, all business site owners want their ideas and efforts to get more internet traffic and increased revenue. Unfortunately, online marketing methods can be extremely costly, but you’ll find advertising and marketing ideas and methods that don’t cost a large amount of. You’ll find great marketing strategies and ideas that may get a sizeable degree of site traffic and revenue.
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Your Must-Read MarTech Digest™, for Monday, 4/24/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday, 4/24/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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A CMP Wave And The Vision Of True Brand Orchestration - Forrester

A CMP Wave And The Vision Of True Brand Orchestration - Forrester | The MarTech Digest | Scoop.it
What they do is this:

  • Provide a common environment for everyone across the brand to plan out their campaigns and communications.
  • Manage production by dozens and even hundreds of teams simultaneously.
  • Provide systematic structure to make in-channel execution and reporting far more intelligent.
Users have quantified the benefits in terms of quality improvements, team efficiency, and brand governance in the millions.

We just completed our semiannual Forrester Wave assessment of the CMP space, and there are new faces and some new front-runners in the space (with some breakaway work planning capabilities and brand governance tools).
marketingIO's insight:

To this day I cannot figure out how a CMP is not a sub-function of MRM.

 

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Oracle's Latest Acquisition Shows the Ad Software Arms Race Remains in Full Swing - The Street

Oracle's Latest Acquisition Shows the Ad Software Arms Race Remains in Full Swing - The Street | The MarTech Digest | Scoop.it
Earlier this week, Oracle announced that it's buying Moat, a provider of tools that measure how ads are viewed and engaged with across various devices, and who is looking at them. Terms are undisclosed, but Re/code reports Oracle paid over $850 million.

Sources speaking with AdExchanger suggest Moat's ability to drive large, recurring, subscription software fees appealed to Oracle, and that its ability to measure the effectiveness of ads appealed to suitors in general. But as the Moat and Krux deals show, marketing software/services leaders remain quite open to snapping up smaller peers that can provide differentiated technology and/or fill product line holes.

In addition, private-equity firms have shown an interest in this space. Vista Equity bought marketing automation firm Marketo last year for $1.8 billion, and marketing data/analytics provider Neustar is set to be acquired by Golden Gate Capital for $2.9 billion.
marketingIO's insight:

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Your Guide to Selecting the Best Marketing Automation Software - Martech Advisor

Your Guide to Selecting the Best Marketing Automation Software - Martech Advisor | The MarTech Digest | Scoop.it
How the guide helps you:
 
 1. MarTech Advisor’s MAP (Marketing Automation Platform) Buyer’s Guide is a handy tool to make sense of the marketing automation space.
 2. Highlights the scope and potential of marketing automation.
 3. Provides a checklist for marketers as a ready reference while making a buying decision.
 4. Our proprietary MTA Green Zone helps B2B professionals make sense of the several marketing technology products available and recommends the best matched tools specific to SMBs.
 5. And, of course, MTA’s special bonus offering this time – we have also delved into whether, and how much, the marketing automation products are geared to address your ABM efforts, since no marketer today seems immune from the ABM buzz.
marketingIO's insight:

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MarTech Advisor Releases Proprietary Investscape 2017 Summarizing Q1 Martech Investments

MarTech Advisor, the world’s leading resource for marketing technology related news, research, product comparisons and expert views, on April 7th released their exclusive Q1 2017 Investscape that analyzes venture funding in the martech space. Identifying the top 10 companies receiving major investments and the top categories that equity players have shown interest in, the data is a useful ready reckoner for B2B enterprise marketers as they plan their marketing technology purchase decisions.
When compared to Q1 ’16, Q1 ’17 witnessed a 29% drop in VC funding from $2.24 billion in Q1 last year to a moderate figure of $1.59 billion. The kinds of categories invested in and the average amount invested in each has reduced, even though the number of VCs actively investing have gone up from 90-plus firms to 200-plus equity ventures diversifying into this booming tech sector. So far, 2017 has seen select martech companies capture niche, micro-landscapes, while helping enterprises take giant steps in their customer fulfillment journey.
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How Marketers Can Help Protect Their Firms From a Cybersecurity Attack - Forbes

How Marketers Can Help Protect Their Firms From a Cybersecurity Attack - Forbes | The MarTech Digest | Scoop.it
Whitler: In prior articles, we’ve talked about what cybersecurity is, the degree of threat firms face from an attack, who manages it, and why CEOs/CMOs should care. Let’s assume you’ve convinced firm leaders. What steps can a CMO take to help protect customer data?

Rollo: The basis of a modern marketing engine revolves around a web platform and the supporting systems, marketing/customer databases, automation, operations, analytics tools and connections to CRM, ERP, and a whole host of other systems. There are bells and whistles galore that can be used to capture, score, manage, nurture, clean, append, correlate, analyze, and connect customer and prospect data for the purpose of promoting, selling, enabling selling, syndicating, replicating, or socially promoting anything you can imagine.

We must build our modern marketing infrastructures with security in mind, partnering directly with the CIO or CSO on it. It is important that we drive a conversation about how the IT security teams can better protect the marketing infrastructure and respond in the event of a breach. We must also insist that vendors go through security audits and that we ask as many questions as we can about their ability to protect and defend our data and any possible entry points into our environment that can affect other parts of the business.
marketingIO's insight:

For your next budget, build in Cyber insurance.

 

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My 5 Favorite Free SEO Tools - Forbes

My 5 Favorite Free SEO Tools - Forbes | The MarTech Digest | Scoop.it
  • Google My Business
  • Google Analytics
  • Google Search Console (previously known as Google Webmasters).
  • Google Keyword Planner
  • Yoast
marketingIO's insight:

To each, his own.

 

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Optimizely Acquires Experiment Engine

Optimizely Acquires Experiment Engine | The MarTech Digest | Scoop.it
San Francisco, CA-based Optimizely acquired Experiment Engine, which offers tools and services for teams to manage their experimentation programs.

Led by Dan Siroker, co-founder and CEO, Optimizely provides an experimentation platform, which enables businesses to deliver continuous experimentation and personalization across websites, mobile apps and connected devices. With the acquisition of Experiment Engine, the company will now add tools for experimentation project management, reporting and analysis, and program oversight to enable organizations to run experiments, share information more efficiently and iterate faster.
marketingIO's insight:

FYI...

 

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B2B Marketers' Love-Hate Relationship With Marketing Technology [Infographic] - MarketingProfs

B2B Marketers' Love-Hate Relationship With Marketing Technology [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Marketing technologies are essential to B2B marketers, with B2B firms having adopted 16 technologies on average, and lead generation being the top use for martech. See more from this study.
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How to Develop a Multiple Domain SEO Strategy - Neil Patel

How to Develop a Multiple Domain SEO Strategy - Neil Patel | The MarTech Digest | Scoop.it

In order to build a multiple domain strategy, you need to get the domains first. There are three methods you can use:

  • Create new domains
  • Buy expired domains
  • Buy existing domains

 

Decided to go with microsites? Optimize them:

  • First things first––content. 
  • Next, work on some fundamental SEO
marketingIO's insight:

Another excellent hands-on post. CT for the details.

 

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How to add schema markup to your site using Google Tag Manager - Search Engine Land

How to add schema markup to your site using Google Tag Manager - Search Engine Land | The MarTech Digest | Scoop.it

"Following are eight simple steps to add schema markup to your website using Google Tag Manager. Specifically, in the example below, I show how to add organization schema markup that uses JSON-LD encoding. 

Step 1: Create JSON-LD markup
Step 2: Create new Custom HTML Tag
Step 3: Paste JSON-LD markup into the Custom HTML text box
Step 4: Save your Custom HTML tag 
Step 5: Create new trigger for Page Views
Step 6: Configure ‘Page View’ trigger
Step 7: Connect ‘Page View’ trigger to your schema markup tag
Step 8: Publish your Google Tag Manager container
Step 9: Test your markup using Google’s Structured Data Testing Tool"

marketingIO's insight:

Excellent hands-on guidance.

 

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Google Analytics 360 & the Move to Enterprise Analytics

Google Analytics 360 & the Move to Enterprise Analytics | The MarTech Digest | Scoop.it
As a digital marketer, odds are that you rely on digital analytics as a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting the most out of your analytics platform? What’s more, have you outgrown it?

Join our experts from Google and Cardinal Path to discover the advanced features available within Google Analytics 360 Suite, and what this will mean for enterprise organizations as they move down the path to digital maturity.

Attend this webinar and learn:

  • The people-based marketing opportunities enabled through Google Analytics 360.
  • How to get beyond collection, and into activation of your data.
  • Data-informed marketing for better user experiences.
marketingIO's insight:

Caught my eye.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Six Building Blocks of a High-Converting Lead Generation Form - MarketingProfs

Six Building Blocks of a High-Converting Lead Generation Form - MarketingProfs | The MarTech Digest | Scoop.it
1. Curb Appeal: Focus on Form Appearance

2. Solid Foundation: Consider Form Fields and Order

3. Visitor Experience: Use Conditional Logic

4. Interaction: Create an Effective CTA

5. Inspection: Conduct Form A/B Tests

6. Vacancy Insights: Use Partial Submissions and Field Bottlenecks
marketingIO's insight:

Here's the counter argument: https://martech.zone/7-reasons-lead-forms-dead/

 

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SEO & website design: Everything you need to know - Search Engine Land

SEO & website design: Everything you need to know - Search Engine Land | The MarTech Digest | Scoop.it
In this post, I have a look at how SEO should be an integral part of your website design (or redesign) process. We are going to look at what you need to consider to have a site that is built for search marketing and lead generation — and how focusing on happy users keeps the Google gods on your side.

We will also take a look at some of the common pitfalls that can befall businesses looking to build a new website that is central to your digital marketing efforts.

In brief, I am going to help you ensure your next site is a lean, mean SEO and digital marketing machine.
marketingIO's insight:

Detailed!! Tremendous asset!!

 

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Everything You Need to Know about Changing WordPress Themes - Smart Insights

Everything You Need to Know about Changing WordPress Themes - Smart Insights | The MarTech Digest | Scoop.it
The gap that separates free and premium WordPress themes is surprisingly narrow, to be honest. The prevailing train of thought is that paid WordPress themes are far superior because they come at a price. This may be true to some extent, but it doesn't always apply.

Free themes that you can download straight from your dashboard undergo a rigid theme check from the WordPress team. Each theme is made sure to pass the coding and security standards before they are uploaded to the themes database for download. Even though they are free, these themes can still provide you the same quality that you can expect from a premium theme. Also, you can filter themes based on reviews and developer so you can be sure to view the best ones that will fit on your site.

For paid themes, I highly suggest that you look into frameworks like Genesis and Thesis. These offer the simplicity and elegance, not to mention the customization features that only free themes can dream of.
marketingIO's insight:

The post compares different features, not a how to transition. I scooped what caught my eye.

 

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Bizible Debuts Revenue Planning Product With Machine Learning - Demand Gen Report

Bizible Debuts Revenue Planning Product With Machine Learning - Demand Gen Report | The MarTech Digest | Scoop.it
Bizible announced it has launched a revenue planning solution that incorporates machine learning capabilities. The new solution, which relies on proprietary algorithms, enables B2B marketers to do channel mix modeling and forecasting dynamically using historical data and various “what if scenarios.”

Several customers, including TIBCO, have been testing the product for the past few months, the company said. Thomas Been, CMO at TIBCO said the planning tool has given him “a new avenue to incorporate more predictability into our planning process and add the flexibility to scenario plan against changes in budgets, the market and buyer behavior.”
marketingIO's insight:

Some 3rd party applications are eating the MAP's lunch.

 

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Engagio Integrates With All Major Marketing Automation Platforms

Engagio announced that its ABM solutions are now integrated with all major marketing automation platforms, including Eloqua, Pardot, Hubspot, and Marketo.

Engagio’s integration with the major automation platforms gives marketing teams interested in account-based strategies a unique competitive advantage. With Engagio, marketing and sales can get account-level insights and orchestrate ABM activities at scale to drive engagement, meetings and revenue in target accounts.
marketingIO's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Understanding Inbound Marketing and the Sales Funnel - Visual Contenting

Understanding Inbound Marketing and the Sales Funnel - Visual Contenting | The MarTech Digest | Scoop.it
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Your Must-Read MarTech Digest™, for Thursday, 4/20/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 4/20/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Account Based Marketing - The Inescapable Reality of Modern Marketing - Huffington Post

Account Based Marketing - The Inescapable Reality of Modern Marketing - Huffington Post | The MarTech Digest | Scoop.it
Account-based marketing is quickly becoming a fact of life in many organizations. A study by SiriusDecisions found that 71 percent of B2B marketers have implemented a program that includes ABM elements.

We predict that number will soon approach 100 percent. ABM is inescapable. And it’s a good thing — for both marketers and their customers.

Why? Because ABM enables marketers to do something they’ve always dreamed of: communicate with prospects and customers on a much more personalized level — a level that can often approach a one-to-one conversation. ABM, in its purest form, enables companies to communicate with a “market of one,” says Nick Panayi, Head of Global Brand & Digital Marketing at DXC Technology.

Four macro-trends are contributing to the inexorable adoption of ABM:

  • Customer control
  • Robust sales and marketing alignment
  • The rise of data-driven marketing
  • The relevance imperative in content marketing
marketingIO's insight:

FWIW: there's lots of repackaging of concepts. ABM is one.

 

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Full Circle Insights Launches New Marketing Performance Management Methodology And Marketing Dashboard Package

Full Circle Insights Launches New Marketing Performance Management Methodology And Marketing Dashboard Package | The MarTech Digest | Scoop.it
Full Circle Insights, Inc., makers of comprehensive marketing and sales performance management solutions, today made available two new capabilities for Full Circle Response Management customers –  Full Circle Quick Dash and The Full Circle Method.  The company's Quick Dash is a structured set of reporting dashboards, enhanced with The Full Circle Method, an instructive framework with guidelines and use cases to jumpstart actions for smarter marketing decisions.  

Quick Dash pre-packages four distinct dashboards – based specifically on day-in-the-life activities and needs of today's most successful growth-driven marketers. The new reporting package helps customers more easily leverage powerful Full Circle Response Management reporting and get up-and-running with actionable insights. These dashboards are designed to focus on four pillars of marketing measurement: Planning, Achieving, Optimizing, and Evaluating.

Enhancing Quick Dash is The Full Circle Method, a blueprint for approaching marketing measurement. Consisting of a library of education assets, Method helps marketers increase marketing analytics acumen and provides guided focus on the metrics that will drive their everyday marketing performance.
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Marketing automation and personalisation are key focus areas for email marketers in 2017 – new report | Econsultancy

Marketing automation and personalisation are key focus areas for email marketers in 2017 – new report | Econsultancy | The MarTech Digest | Scoop.it
Asked to identify the three most important features of an email service provider’s technology platform, two-thirds (66%) selected marketing automation capability. This has now overtaken user-friendly interface (60%) as the single most important attribute of an email service provider.

The research also found that the proportion of companies who say they can send emails based on individual activities and preferences throughout the funnel at scale has almost doubled, from 8% to 15%. Almost three-quarters (71%) of companies adopting personalisation to this degree report an ‘excellent’ or ‘good’ performance from their email campaigns, compared to only 35% for companies who say they ‘are not yet working towards this’.

Personalisation (30%) is the area of email marketing where most respondents say they need to focus on during 2017, ahead of automated campaigns (28%), which was the number one priority area last year.

Despite email’s continuing ability to deliver, companies are still under-investing in this channel. The gap between sales (22%, on average) and marketing budget (15%) does not appear to be closing, which suggests that marketers are still not taking advantage of email’s ability to drive revenues. Email peaked at 16% of marketing budget in 2014, and has not made much headway since then.
marketingIO's insight:

CT for the opportunity to purchase the report.

 

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How to Build a Winning Lifecycle Marketing Campaign - Referral Saasquatch

In essence, customer lifecycle marketing (CLM) engages each prospect, lead, and customer differently because they’re at different stages of the customer experience. Because each stage is unique, this strategy emphasizes addressing customer needs and requirements as they engage with your brand.

Focusing on the entire customer experience, from acquisition to sale to loyalty to referrals means touchpoints are consistent and aligned with your customer.

Different stages of the journey will require different marketing messages and strategies. When, how, and why messaging is delivered is based on contextual messaging. How do we develop a functional approach to crafting lifecycle campaigns?
marketingIO's insight:

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Infographic - How To Create The Perfect Social Media Post (Cheat Sheet) - CrazyEgg

Infographic - How To Create The Perfect Social Media Post (Cheat Sheet) - CrazyEgg | The MarTech Digest | Scoop.it
Just like crafting a killer headline, how you post to social media is just as important as the content itself.
marketingIO's insight:

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B2B Marketers Apply New Tools & Tactics For Segmenting Campaigns To Target Audiences - Demand Gen Report

B2B Marketers Apply New Tools & Tactics For Segmenting Campaigns To Target Audiences - Demand Gen Report | The MarTech Digest | Scoop.it
With targeting and segmentation becoming bigger priorities to support ABM, lead nurturing and related initiatives, new tools and tactics are being deployed to help marketers prioritize and better engage new targets.
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