Posts tagged with Automation

How digital transformation improved Marie Curie’s marketing strategy

Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online. 

To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.

3 comments

Q&A: Oracle's Sylvia Jensen on high-volume content marketing

Sylvia Jensen is director of EMEA marketing at Oracle Marketing Cloud, who will be speaking at at our Festival of Marketing event this Thursday. 

I've been asking Sylvia about her forthcoming presentation, and her views on automation in content marketing

0 comments
terminator

When marketing automation goes wrong

Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.

PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.

In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.

Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.

So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.

11 comments
tangerine

Email marketing segmentation: dead man walking?

It seems like the staple diet of a digital marketing blogger is to declare something dead, or not dead, or cleverly D.E.A.D.

Only this week, our David Moth wrote a piece on email marketing’s rude health (email is not dead). 

I think the reason we’re obsessed with the death of marketing technology is because, despite the pace of change in digital, there are many age-old marketing principles that remain absolute. 

Relevance, timeliness, perhaps more broadly the four, five or seven Ps – these will ever remain in the marketing canon. 

And, of course, no matter how sophisticated technology becomes, there will still exist businesses that don’t get the marketing mix right. 

However, despite all this, I am interested in areas of marketing that might undergo automation and sophistication to the point where they require little work. 

What I foresee is the perfection of certain disciplines (e.g. marketing automation) throwing light on new priorities, such as a renewed interest in conversion rate optimisation or data cleanliness.

With marketing as a department more powerful than ever, why would the amount of work decrease? Surely we’re sticking our elbows out, and our oars into every part of the org? 

So, what about email segmentation? Will there be a time when it’s no longer a core skill, something to be done actively by marketers? Will technology take care of it for us?

4 comments

AdWords scripts: a super-easy guide to the documentation

Welcome back to our Intro to AdWords scripts series where we will train you to automate your account management using scripts.

As you'll have noticed in our earlier posts, we make frequent use of the AdWords scripts documentation, which is vitally important.

In this article we'll go through an example script making effective use of the documentation, we'll focus on the campaign selector and we'll give you an AdWords pro tip.

2 comments

20 fantastically helpful IFTTT recipes

Completely automate your online life and never have to lift a finger again...

IFTTT (‘if this then that’) is a tool that gives you the ability to connect a huge array of online applications together as one interconnected whole.

If an event happens (this) in one application, it will trigger an action (that) within another one. For instance, if every time you post an image on Instagram it can be automatically uploaded as a Tumblr post. If every time you are tagged in a photo on Facebook, it will automatically save the photo to your iOS Photos.

These connections between channels are called ‘recipes’. These recipes can be created by yourself, or you can browse through ones that other users have created on IFTTT.com itself. IFTTT is accessible on your desktop, can be downloaded as an app for the iPhone or Android and can also be integrated into your blogging platform.

For practical help and advice on setting up IFTTT check out what is IFTTT and how to use it?

There is an endless array of ‘recipes’ to make your life easier. Here are links to 20 recipes that either we recommend or that just look particularly awesome. 

6 comments

What is IFTTT and why should you use it?

IFTTT (which is pronounced ‘ift’ as in ‘gift’) stands for ‘if this then that’. It’s a tool that gives you the ability to connect various, seemingly disparate, online applications together as one glorious interconnected whole.

‘If this then that’ component basically means: If an event happens (this) in one application, it will trigger an action (that) within another one.

0 comments

Five cool things you can do with WordPress

This blog post is based on a presentation given at last week’s BrightonSEO entitled ‘Cool shit you can do with WordPress’ but to call it that I’ll have to check if we’re allowed to say it first.

Depending on what the headline above says right now will let you know the outcome of that little query.

I’ve covered WordPress extensively on the blog, taking new users through sign-up, the best responsive templates and SEO best practice, but there are always more tips and tricks to learn.

Patrick Hathaway is the SEO consultant at Hit Reach and he had these tips to offer on how you can make the most out of the WordPress platform. 

3 comments
blender

The challenge of blending content with data: discussion and infographic

How to use content effectively at each stage of the funnel, from awareness to lead generation, lead management to sales and retention?

I moderated a discussion at Econsultancy’s Digital Cream event yesterday about B2B content marketing and this was among the many things we talked about.

Of course, one of the discussion points was how to ensure content is good, ergo in the right format and length most appropriate for the customer’s location in the funnel, as well as best suited to your specific product and sector.

Creating good content may also entail curating content held internally, making sure that it is repurposed in ways that suit the customer, perhaps dialling down some of the technical fervour within your organisation to make things easily ‘digestible’.

But aside from these myriad discussions about content formats (what it takes to be a good writer/editor/producer, who should create the content and how often) there was a bigger beast to slay.

That beast is a mess of data that may be inaccurate. A consensus that the buying journey often affords a company only ‘one shot at a customer’ was clear for many of the people I talked to. Having good data and a good contact strategy is key.

In this post I thought I’d continue the spirit of Digital Cream and spark discussion of combining content with customer data. I’ve also shared an infographic from Experian Data Quality, discussing data quality more generally, and the impact it has on businesses.

1 comment
blog promotion automation

12 ways to automate and systemise 95% of your blog promotion strategy

Promoting blog posts can be a very repetitive and mundane task, especially for bloggers in the early stages who don’t have a six or seven figure audience to send their content out to.

Below are some of the tactics and techniques that I’ve experimented with over the past few years to try and systemise aspects of blog promotion.

Some of them are very basic, such as using simple IFTTT recipes, and some are slightly more complex - involving combinations of autoresponders and ‘pay with a like buttons’.

Wherever you are in growing your blog, I hope you find at least one or two things that will save you some time, or help you reach a larger audience with your blogging.

5 comments

What is CRM and why do you need it?

I’ve been making a point in my journey as a writer for Econsultancy to investigate the many and varied terms in digital that I don’t understand.

As I am a relative newcomer to the digital marketing world, there are many. This is like a trial-by-fire. 

In my first few weeks, terms like CRM, CRO, iBeacons, retargeting and PPC all felt like an alien language. 

Thanks to these above investigations, I feel much more knowledgeable on each subject and can generally hold conversations on them for at least two or three minutes.

So that’s that then. My work here is done. Might as well chip off early and grab a sandwich. What’s that? I haven’t covered CRM yet?

Drat…

8 comments
Your replacement in 2014?

Could you be replaced by a robot?

Marketing Technology is advancing at a huge pace, and some of it is aiming to replace the humans in the marketing department.  

We need to decide if this is a good thing, and this post considers the arguments...

6 comments