Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.
My last post covering the mechanics that underpin programmatic media provoked some interesting questions.
In particular, the following comment...
The terms that customers type into your site search box represent a wealth of valuable data that can be used to learn about your users’ behaviour. They are essentially telling the retailer what they want in their own words.
This data can be used in a number of ways: to improve the site search functionality, to optimise results pages for common searches, and to improve merchandising.
Here, I look at 10 ways to improve merchandising with smart use of site search data, with thanks to some examples from SLI Systems.
The marketer’s dream of getting the right message to the right person at the right time is now not only a reality, but for many the right time has become ‘right now’.
In the third post on real time customer intelligence we examine four steps to delight customers in the ’live contact zone’.
Before we start, thanks for the feedback on my first instalment on programmatic media, this was much appreciated and forms a useful basis for this next piece.
This post covers the mechanisms that underpin programmatic, and attempts to portray the varying perspectives of those involved.
It continues to trouble me just how much dross there is floating about in the world of search marketing. Only the other day, I asked a prospect how their current agency had chosen the keywords that they were currently targeting.
Their response: "They asked us to supply a list of keywords we wanted to rank for and just went with those".
"Holy crap" I thought, "this still happens?"
There are plenty of good articles out there that talk about how to establish a keyword strategy so I’m not going to cover old ground in this article. Needless to say though, simply asking a client to supply a list of keywords, which are then ‘targeted’ without further analysis or discussion, is pretty scandalous in this day and age.
Unfortunately, this is just one example where agencies and consultants sell ‘search strategies’ that, in reality, are not strategies at all.
In our first post 'real time customer intelligence, right here, right now?' we raised the idea that some savvy marketers have been getting the right message to the right person at the right time for years – we call them ‘Shopkeepers’.
But the ‘recent’ explosion of marketing channels has brought about some fairly complex challenges that even our friendly shopkeeper would struggle with.
So how in today’s connected world can we serve and delight thousands of smart customers on different channels and different devices all at the same time?
For decades the mantra of getting the right message, to the right person, at the right time has echoed down the halls of marketing agencies and clients alike. Are we now closer than ever to turning this honourable goal into a reality?
In this series of four posts, we explore the reality behind real time customer intelligence and what it actually means for businesses struggling to keep up with today's ‘Smart Customers’.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
The question of whether the ecommerce RFP is fit for purpose raised its head again recently.
I’ve received a few since the last post and have come to the conclusion that they have all entirely missed a rather large point, to paraphrase the intro from my first post.