tag:econsultancy.com,2008:/topics/marketing-automation Latest Marketing Automation content from Econsultancy 2018-02-02T15:30:00+00:00 tag:econsultancy.com,2008:BlogPost/69769 2018-02-02T15:30:00+00:00 2018-02-02T15:30:00+00:00 How AI marketing can help brands right now Jeff Rajeck <p>To find out, Econsultancy recently held a gathering of over 400 marketers for Digital Outlook 2018 in Singapore and invited subject matter experts to speak on AI marketing and other topics trending in digital.</p> <p>In his talk, Chandra Kumar, CEO WiselyWise, stated that, despite many setbacks over its long history, AI marketing may now be ready for mass adoption. He proceeded to describe four concrete things that marketers can use AI for right now. Here they are, summarised below.</p> <p>(For more insight,<em> <a href="http://conferences.marketingweek.com/supercharged">Econsultancy's Supercharged conference</a> takes place in London on May 1, 2018 and is chocked full of case studies and advice on how to build out your data science capability. Speakers come from Ikea, Danske Bank, Just Eat, Age UK, RBS and more)</em></p> <h3>1) Content at scale</h3> <p>First off, Chandra discussed how brands can use AI marketing to produce advertising copy and even blog content which can change according to audience reaction.  </p> <p>One example of how AI marketing can deliver advertising copy comes from a recent campaign for the Toyota Mirai. Saatchi LA, the ad producer, trained IBM's famous Watson AI marketing engine with 50 scripts of relevant copy. Watson then delivered thousands of ads that sounded 'human'. </p> <p>Here is one ad which has some unusual yet strangely engaging copy:</p> <p><iframe src="https://www.youtube.com/embed/wn81ZeB-cvs?wmode=transparent" width="560" height="315"></iframe></p> <p>Additionally, AI tools are now available which will write long-form blog posts (and even 10-15 page reports) for marketers.</p> <p>Using a process called natural-language generation (NLG), <a href="https://narrativescience.com/#quill-platform">Narrative Science's Quill</a> is <a href="https://econsultancy.com/admin/blog_posts/new/%20http:/contentmarketinginstitute.com/2017/11/content-creation-robots-examples/">reportedly</a> churning out over a million of words a day for clients such as Groupon, Forbes, and Credit Suisse.</p> <p><img src="https://assets.econsultancy.com/images/0009/2024/AI-marketing-1.jpg" alt="" width="800" height="533"></p> <h3>2) Communication at scale</h3> <p>Marketers can also use artificial intelligence to provide one-to-one communication with customers - right now.</p> <p>Dubbed 'chatbots', these AI engines use natural language and dynamic menus to handle customer inquiries. This takes a load off of customer service (<a href="https://econsultancy.com/blog/68388-how-klm-uses-bots-and-ai-in-human-social-customer-service">see KLM</a>), but it also offers brands a way to automate the process of guiding a consumer along the customer journey.</p> <p>Setting one up is not easy, especially if your chatbot doesn't have the AI necessary to handle varied response (as we <a href="https://econsultancy.com/blog/68932-how-we-built-our-facebook-chatbot-what-does-it-do-and-what-s-the-point/">chronicled in an Econsultancy post</a>) but once up, a chatbot can produce <a href="https://econsultancy.com/blog/69146-five-things-we-learned-from-launching-a-facebook-messenger-chatbot">some interesting and useful results</a>. </p> <p>Brands who are ready to try one out are encouraged to use one of the many chatbot consultants - or engage with a top-tier vendor such as Nuance or Kore.ai.</p> <h3>3) Relevance at scale</h3> <p>Another popular way marketers use AI right now, according to Chandra, is for <strong><a href="https://econsultancy.com/blog/69112-what-s-the-difference-between-ai-powered-personalisation-and-more-basic-segmentation">recommendation engines</a>.</strong> Recommendation engines find patterns in consumer browsing or searching behaviour so that the 'next best action' can be delivered to consumers without human intervention.</p> <p>Just about every major ecommerce marketplace uses this technology to recommend products and deliver offers, but perhaps the more interesting applications for AI marketing is to delivery more relevant content to its site visitors.</p> <p>Adobe, IBM Watson, and Hubspot have all invested in AI technology to help companies harness AI for content delivery and there are also boutique players in the space to consider, such as Uberflip and Curata.</p> <p><img src="https://assets.econsultancy.com/images/0009/2025/AI-marketing-2.jpg" alt="" width="800" height="600"></p> <h3>4) Selling at scale</h3> <p>Finally, AI marketing can be used to find new, untapped consumers for a brand's products, ultimately helping marketers to sell at scale.</p> <p>From one perspective, AI has been used for some time by brands to develop 'lookalike' audiences which consist of people who resemble a company's current customers.</p> <p>In a recent case study, Harvard Business Reviewed chronicled <a href="https://hbr.org/2017/05/how-harley-davidson-used-predictive-analytics-to-increase-new-york-sales-leads-by-2930">Harley Davidson's experience</a> using a sophisticated lookalike engine along with ad optimization to increase sales leads by nearly 3,000%</p> <p>Another interesting way brands can sell at scale using AI, according to Chandra, is to provide products and services via one of the new 'smart assistants': Amazon's Alexa, Google Home, or Apple HomePod.</p> <p>In these cases, brands will actually be selling to the AI engine first before being passed on to consumers. This means that marketers will need to devise a sophisticated strategy and ensure they can deliver top-tier customer service, as customers will have a wide variety of choice on the platforms and very high expectations.</p> <h3>The conclusion</h3> <p>During our panel at the end of the conference, the presenters agreed that using AI marketing to create content would probably be the most useful and innovative application of AI for marketers within the coming year. Further out, though, how AI will help marketers is really anyone's guess!</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank Chandra Kumar, CEO WiselyWise for his presentation which shed light on a topic which is front-of-mind for marketers these day, AI marketing.</p> <p>We would also like to thank all of the attendees and we hope to see you again at future Econsultancy events!</p> <p> <img src="https://assets.econsultancy.com/images/0009/2030/AI-marketing-4.jpg" alt="" width="800" height="600"></p> tag:econsultancy.com,2008:BlogPost/69750 2018-01-26T09:56:56+00:00 2018-01-26T09:56:56+00:00 In a blow to marketers, Google will let users opt-out of remarketing ads Patricio Robles <p>But the week is ending on an even worse note for marketers after Google <a href="https://www.blog.google/topics/safety-security/greater-control-new-features-your-ads-settings/">announced</a> that it is expanding the number of places where its “Mute this Ad” functionality will be available. In addition, it will be applying “Mute this Ad” across devices. Once a user tells Google she doesn't like an ad, Google will stop displaying it across all the devices that user is logged into.</p> <p>Perhaps more worryingly, the search giant also announced that it is adding a new feature to Ads Settings that will specifically let users “mute” <a href="https://support.google.com/adwords/answer/2453998?hl=en">remarketing ads</a>.</p> <p>Referring to <a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it">remarketing</a> ads as “reminder ads”, Google explained:</p> <blockquote> <p>Reminder ads like these can be useful, but if you aren't shopping for Snow Boot Co.'s boots anymore, then you don't need a reminder about them. A new control within Ads Settings will enable you to mute Snow Boot Co.'s reminder ads. Today, we're rolling out the ability to mute the reminder ads in apps and on websites that partner with us to show ads. We plan to expand this tool to control ads on YouTube, Search, and Gmail in the coming months. For more information about this new control, check out our Help Center article.</p> </blockquote> <p>As can be seen in a screenshot Google published of the new setting, users will be able to view a list of the websites that are delivering remarketing ads to them, and thus tracking them, and opt-out from having ads from those websites delivered to them going forward.</p> <p><img src="https://storage.googleapis.com/gweb-uniblog-publish-prod/original_images/AdSettings_ReminderAds.gif" alt="google mute ads" width="400"></p> <h3>A valuable reminder for marketers</h3> <p>It remains to be seen how many Google users will actually take advantage of the ability to “mute” remarketing ads. While Google says that users clicked on “Mute this Ad” buttons over 5bn times in 2017, that's still a very small fraction of the number of ads the search giant served. What's more, the setting for muting remarketing ads isn't nearly as obvious. The vast majority of Google users almost certainly don't change their settings because most of them probably aren't even aware they exist.</p> <p>Even so, Google's move, combined with the growing availability and use of anti-tracking functionality, is a wake-up call for marketers. Many of them use remarketing quite extensively, and for good reason: implemented well, remarketing campaigns can be among the most effective.</p> <p>The good news, however, is that even if it becomes more difficult to remarket to users through ad platforms, there are still ways that marketers will be able to remarket. </p> <p>For example, numerous companies offer tools that allow marketers to send <a href="https://econsultancy.com/blog/4831-defining-trigger-remarketing-and-behavioural-emails/">automated emails</a> to their users based on actions they take or don't take on their sites and in their mobile apps. Using these tools, retailers can, for instance, send automated promotional emails for specific products to users who added those products to cart but later abandoned cart. Real estate agents can send automated promotional emails to clients who have viewed a particular property multiple times. And so on and so forth.</p> <p>Obviously, email-based tools require that marketers have users' email addresses and be able to tie website or app activity to them. Typically, but not always, that means that users must be logged into a website or app, or visit through a special tracking link. This is easier accomplished for some marketers than others.</p> <p>But given the likelihood that the golden days of ad-based remarketing are behind us, smart marketers will look at the this as an opportunity to rethink how they remarket to users and evaluate any technical changes they need to make to support remarketing in a world that is increasingly hostile to third-party tracking and targeted advertising.</p> tag:econsultancy.com,2008:Report/1980 2018-01-01T00:00:00+00:00 2018-01-01T00:00:00+00:00 Digital Intelligence Briefings Econsultancy <h3>Download the latest Digital Intelligence Briefing (2018 Digital Trends) <a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">here</a>.</h3> <p>Econsultancy's <strong>Digital Intelligence Briefings </strong>look at some of the most important trends affecting the marketing landscape.</p> <p>Marketers around the world are surveyed on a regular basis to give an accurate bellwether of trends that matter to marketers. Each year kicks off with a broader view on where marketers are focusing their attention. For the rest of the year, Econsultancy’s Research Team dig into some of the key trends to add depth and insight.</p> <p>These reports will benefit senior marketers with budget and planning responsibility who wish to benchmark themselves against their industry peers. They provide many stats and data points to assist with business cases, presentations and client pitches.</p> <p>The Digital Intelligence Briefings are sponsored by <a title="Adobe" href="https://www.adobe.com/uk/experience-cloud.html">Adobe</a>.</p> <p><strong>2018</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">2018 Digital Trends</a></li> </ul> <p><strong>2017</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">2017 Digital Trends</a></li> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Financial Services and Insurance" href="https://econsultancy.com/reports/2017-digital-trends-in-financial-services-and-insurance/">2017 Digital Trends in Financial Services and Insurance</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Retail" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-retail/">2017 Digital Trends in Retail</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in B2B" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-b2b/">2017 Digital Trends in B2B</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in the Technology Sector" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-technology/">2017 Digital Trends in the Technology Sector</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in South Africa" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-south-africa/">2017 Digital Trends in South Africa</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Media and Entertainment" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-media-and-entertainment/">2017 Digital Trends in Media and Entertainment</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Healthcare and Pharma" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-healthcare-and-pharma/">2017 Digital Trends in Healthcare and Pharma</a></li> <li><a href="https://econsultancy.com/reports/2017-digital-trends-in-it/">2017 Digital Trends in IT</a></li> </ul> </ul> <p><strong>2016</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">2016 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a></li> <li><a title="Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity" href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of the Mobile Opportunity</a></li> <li><a title="Digital Intelligence Briefing: Succeeding in the Omnichannel Age" href="https://econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">Succeeding in the Omnichannel Age</a></li> </ul> <p><strong>2015</strong></p> <ul> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/">2015 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">The Quest for Mobile Excellence</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">The Multichannel Reality</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-cx-challenge/">The CX Challenge</a></li> </ul> <p><strong>2014</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2014 Digital Trends" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends">Digital Trends for 2014</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Finding the Path to Mobile Maturity</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Delivering Digital Experiences" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-delivering-digital-experiences">Delivering Digital Experiences</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-why-marketing-should-be-personal/">Why Marketing Should Be Personal</a></li> </ul> <p><strong>2013</strong></p> <ul> <li> <a title="Quarterly Digital Intelligence Briefing: Digital Trends for 2013" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013">Digital Trends for 2013</a> </li> <li> <a title="Quarterly Digital Intelligence Briefing: From Content Management to Customer Experience Management" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-from-content-management-to-customer-experience-management">From Content Management to Customer Experience Management</a> </li> <li><a title="Quarterly Digital Intelligence Briefing: Optimising Paid Media" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-optimising-paid-media">Optimising Paid Media</a></li> <li><a title="Channels in Concert: Trends in Integrated Marketing" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing">Trends in Integrated Marketing</a></li> </ul> <p><strong>2012</strong></p> <ul> <li><a title="Digital Trends for 2012" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2012/">Digital Trends for 2012</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi">Personalisation, Trust and Return on Investment</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social">Managing and Measuring Social</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-making-sense-of-marketing-attribution">Making Sense of Marketing Attribution</a></li> </ul> <p><strong>2011</strong></p> <ul> <li><a title="Digital Trends for 2011" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q2-2011">Digital Trends for 2011</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q3-2011">Impact of Marketing Technology on Business</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Social Data" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-social-data">Social Data</a></li> </ul> <p><em>All reports are free to download as part of an Econsultancy subscription.</em></p> <h3><strong>More trends analysis from Econsultancy</strong></h3> <p>Enterprise subscribers also have access to <a title="Econsultancy Digital Shift" href="https://econsultancy.com/reports/digital-shift">Digital Shift</a>, a quarterly service which curates and interprets the most important developments, trends and innovation. Our aim? To make it simple for you to keep track of the key developments in digital technology and marketing. </p> <h4>Find out more about Econsultancy subscriptions</h4> <p>Email us on <a href="mailto:subscriptions@econsultancy.com">subscriptions@econsultancy.com</a>.</p> <p>Or call your local team:</p> <ul> <li>EMEA: Paul Simmons, +44 (0)20 3199 7118</li> <li>Americas: Thomas Liou , +1 212 971 0631</li> <li>APAC: Jefrey Gomez, +65 6653 1911</li> </ul> tag:econsultancy.com,2008:BlogPost/69632 2017-12-12T14:30:00+00:00 2017-12-12T14:30:00+00:00 Three ways to take marketing automation to the next level Jeff Rajeck <p>Yet when asked to qualify their automation capabilities, fewer than one in five (19%) felt that they were 'advanced'. Most (65%) indicated that their automation abilities were only 'basic'.</p> <p>So what's holding everyone back? And what can marketers do to take their marketing automation to the next level?</p> <p>To find out, we recently invited dozens of brand marketers to discuss this and other topics at Digital Cream Singapore. Our Marketing Automation table was hosted by Tanya Bray, Regional Lead, Email &amp; Mobile Marketing, APAC, Uber and supported by subject matter expert Paula Harrison, Head of Strategic Partnerships, APAC, dotmailer.</p> <p>Through a day's worth of discussions, participants identified three things marketers need to do to take their automation to the next level.</p> <h3>1) Get data from legacy systems</h3> <p>The first problem which nearly all participants struggled with was getting data out of legacy systems. The reason this is a problem for moving ahead with automation, one attendee suggested, is that marketing automation relies on having full access to customer data. Unfortunately, nearly all of this data 'lives' on legacy systems and most of these systems do not support real-time integration.</p> <p>Our surveys have revealed that marketers elsewhere have run into the same issue. When asked about the biggest barriers marketers face in implementing their automation strategy, nearly half (46%) said 'integrating data'.</p> <p>So how can marketers get around this problem? One participant had an interesting solution, absorb the IT department. At his firm, most of the IT spend is on marketing systems and so IT was brought into the communications department. This allowed marketers to have full use of the IT resources and many issues with legacy systems were overcome.</p> <p>For those organisations who aren't yet ready for such a drastic step, another suggestion was that marketers should seek top-level support for marketing automation. Those who had management buy-in said it was much easier to break down data silos and move data between legacy systems and their marketing automation engine.</p> <p><img src="https://assets.econsultancy.com/images/0009/0875/marketing-automation-1.jpg" alt="" width="800" height="533"></p> <h3>2) Break through the inbox 'noise'</h3> <p>Inbox overload is an inevitable result of more and more organisations using marketing automation. Yet marketers cannot fall back on that excuse when they experience declining open and click-through rates.</p> <p>So how did our attendees overcome the problem of inbox 'noise'? The first suggestion was that marketers need to map out the customer journey and determine what customers are looking for at each touchpoint. Then, the emails that they send will be more relevant and help guide the consumer to the right material on the website.</p> <p>Another added that marketers should also be concerned with moving customers along the journey. While helping customers should always be a goal, marketing automation should provide a seamless experience in which customers naturally flow from awareness to desire to purchase.</p> <p>In our survey, being able to execute on this would put marketers in the top 10% of organisations who use automation to manage the customer journey across multiple channels.</p> <p><img src="https://assets.econsultancy.com/images/0009/0876/marketing-automation-2a.jpg" alt="" width="800" height="533"></p> <h3>3) Prepare for success</h3> <p>Finally, the third thing which participants said that marketers need to do to scale up their marketing automation is to know how they will manage upwards when their automation campaigns provide real value to the business.</p> <p>The reason this is an issue is that management find out about a successful automation campaign, and then ask marketers to increase the frequency of the emails.</p> <p>As success is often dependent on a fine balance between engaging and overloading prospects, marketers are hesitant to change their approach and come into conflict with their bosses.</p> <p>So how can they overcome this problem? One attendee suggested that marketers should prepare for these scenarios by collecting the right data and doing the analytics in advance.</p> <p>Then, when asked to make changes, marketers should push back by using data which shows that sending more emails does not necessarily increase engagement and may actually reduce conversions.</p> <p>It's a tough sell, but another pointed out that successful marketing automation requires utilizing insights like this, so marketers should not hold back on using data to prove their point.</p> <p><img src="https://assets.econsultancy.com/images/0009/0877/marketing-automation-3.jpg" alt="" width="800" height="533"></p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank our table host Tanya Bray, Regional Lead, Email &amp; Mobile Marketing, APAC, Uber and subject matter expert Paula Harrison, Head of Strategic Partnerships, APAC, dotmailer for guiding the discussion and providing real-world examples of how brands are achieving marketing automation excellence.</p> <p>We'd also like to thank <a href="https://www.dotmailer.com">dotmailer</a>, the sponsor of the Marketing Automation - Best Practices &amp; Implementation table, and all of the marketers who attended Digital Cream Singapore 2017 and shared their valuable insights. We hope to see you all at future Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0009/0871/optimizing-customer-experience-analytics-4.jpg" alt="" width="800" height="533"></p> <p><em><strong>Further reading on marketing automation:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/state-of-b2b-marketing-automation">State of B2B Marketing Automation</a></li> <li><a href="https://econsultancy.com/blog/69508-10-top-tips-for-those-getting-started-with-marketing-automation">10 tips for those getting started with marketing automation</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3304 2017-10-26T13:38:15+01:00 2017-10-26T13:38:15+01:00 Marketing Automation <p dir="ltr">Align sales with marketing, generate and nurture leads and increase response rates. Marketing Automation (MA) is a growing area of digital that offers big potential for increasing revenue and our training course provide the tools to take advantage of it effectively.</p> <p dir="ltr">You will learn how to match your strategic marketing, demand generation and customer journey with a clear campaign and long term nurture process. </p> <p dir="ltr">No matter if it's your first step, optimising your current platform, or looking to reassess your current goals, this course will help you set clear objectives, to automate and optimise your marketing for maximum success.</p> <p dir="ltr"><a title="GDPR Add-on" href="mailto:training@econsultancy.com" target="_blank"><img src="https://assets.econsultancy.com/images/0009/1472/EC_06132_GDPR_bolt_on_graphics_1000X200_AW.jpg" alt="GDPR offer" width="1000" height="200"></a></p> tag:econsultancy.com,2008:BlogPost/69508 2017-10-19T01:00:00+01:00 2017-10-19T01:00:00+01:00 10 top tips for those getting started with marketing automation Jeff Rajeck <p>Yet at a recent Econsultancy event, Digital Cream Sydney, it seemed that many organisations were just getting started with marketing automation. And of those who had a few years of experience in the field, most felt they had only scratched the surface of what was available from major platforms like Adobe and Salesforce.</p> <p>Fortunately, roundtable discussions allowed marketing automation experts, such as table leader David Arcidiacono, marketing effectiveness manager at Qantas Loyalty, to offer some tips, best practices, and things to watch out for to those who were just getting started on their marketing automation journey.</p> <p>Here are the top 10 tips from the day:</p> <h3>1) Start with a marketing automation strategy</h3> <p>As with all marketing initiatives, the implementation of marketing automation must be strategy-led to be effective.</p> <p>Attendees noted that the strategy needs to answer a few key questions such as: </p> <ul> <li>What are you trying to achieve with marketing automation?</li> <li>Which segments are you targeting?</li> <li>How will you know whether the programme is a success or not? </li> </ul> <h3>2) Marketing should own marketing automation</h3> <p>Although marketing automation has a significant technology and integration aspect to it,<strong> marketing should own the overall implementation of the strategy.</strong></p> <p>This will require involvement and support from IT, external consultants and perhaps even agencies, but marketing, and not the business sponsor or other project manager, should coordinate the initiative.</p> <p><img src="https://assets.econsultancy.com/images/0008/9723/1.jpg" alt="" width="800" height="533"></p> <h3>3) Have a solid data foundation</h3> <p>Experts insisted that the quality of your data is key to the success of a marketing automation programme. Because of this, they warned those getting started that marketing automation projects shouldn't be slowed down by sorting out single-customer view or getting new, unfamiliar data in the right formats.</p> <p>Instead, marketers should plan to do those data acquisition projects separately and get marketing automation started with the data that they have worked with for some time.</p> <h3>4) Understand the costs up front</h3> <p>Implementing marketing automation requires much more budget than the cost of the software contract.</p> <p>Integration and implementation effort must be considered as well in addition to unforeseeable costs due to the complexity of such a project.</p> <h3>5) Get buy-in from the business</h3> <p>Because of the costs, both external and internal,<strong> it is essential that the people who sign off on budget are on-board from the start. </strong></p> <p>Those who had completed marketing automation projects also said that having a business champion helps a great deal when trying to secure additional resources once the project takes off.</p> <p><img src="https://assets.econsultancy.com/images/0008/9724/2.jpg" alt="" width="800" height="533"></p> <h3>6) Prove value early</h3> <p>Putting points three and four together, marketing automation is going to be a big line item on the budget and there will be someone in the business who will be putting themselves on the hook for your strategy.</p> <p>So, the recommendation from the experts was that <strong>marketing automation initiatives should start with the intention of proving return on investment (ROI) as soon as possible.</strong></p> <h3>7) Solve small problems first</h3> <p>The best way to prove ROI quickly, another added, was to 'pick off' a few key business problems to solve rather than trying to 'boil the ocean'. This means that marketers should look for small, yet significant problems in the current customer experience and automate only as much as you need to fix the problem.</p> <p>This might include a simple welcome programme which ensured that new sign-ups understood the benefits of their new account or what was required to progress further as a customer.</p> <h3>8) Train up resources</h3> <p>Those who had implemented marketing automation said that securing experienced resources was hard, and getting harder, even through vendors. What tends to happen, they said, is that teams end up with 'unicorn' employees, or those who can do everything but are always in demand and stretched thin.</p> <p>To prevent that from slowing down progress, experts said that<strong> marketing teams needed to train up internal resources on marketing automation straight away to make sure skills and the implementation workload were widely distributed.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/9725/4.jpg" alt="" width="800" height="550"></strong></p> <h3>9) Start with 'reportable' campaigns</h3> <p>To add to points six and seven, regarding proving value early and solving small problems first, <strong>the initial marketing automation campaigns should be easy to measure and report.</strong></p> <p>Be deliberate about what you report as well so that the reports are easy for those outside of marketing to understand. Nuanced figures about improvements to the checkout funnel may not offer your business sponsors the backup they need to justify the costs. Instead report figures like 'new revenue' or 'increased order value'.</p> <h3>10) Fail fast and pivot quickly</h3> <p>Finally, not all marketing automation projects will work and few will demonstrate ROI from day one.</p> <p>Experts said that when an automation project is not showing clear improvements, that <strong>efforts should be pivoted quickly toward another marketing automation initiative.</strong></p> <p>Having appropriate forums to report wins and lessons learnt back to the business are important in such cases, so that all of the stakeholders are always aware of the status of their hefty investment in the programme.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially our Data-Driven Marketing table moderator, <strong>David Arcidiacono, Marketing Effectiveness Manager at Qantas Loyalty.</strong></p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/9726/3.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/69420 2017-09-14T11:39:11+01:00 2017-09-14T11:39:11+01:00 Inbound marketing vs. Account-based marketing: Diverging or aligning strategies? Riaz Kanani <p>I remember when <a href="https://medium.com/u/a845d2c84c23" target="_blank">Brian Halligan</a> and <a href="https://medium.com/u/d5d49189c3e7" target="_blank">Dharmesh Shah</a> were building Hubspot and created the terminology around inbound marketing. I was International Marketing Director at Silverpop at the time and had just launched its B2B marketing automation platform in UK and Europe.</p> <p>We had a huge content production team there and we knew that the people who consumed our content were much more likely to close than those who came in via other channels. Its biggest challenge though was the time it took to scale up and cut through in a competitive marketplace — we always needed to supplement it with other approaches.</p> <p>Today, most companies have some sort of inbound marketing strategy. Certainly more than have a formal account based marketing (ABM) strategy. Our experience at Radiate B2B is that even more sales teams use an account-based sales approach and have their own lists of prospects separate to marketing that they want to close.</p> <p><img src="https://assets.econsultancy.com/images/0008/8967/interest_over_time.png" alt="" width="700" height="248"></p> <p>An account-based approach is different to an inbound marketing-based approach. The way you plan is different and the way you implement them is different.</p> <p>It is not a case of either or though. While different, they do not compete. Inbound marketing and account-based marketing are complementary to each other.</p> <h3>What is inbound marketing?</h3> <p>Inbound marketing focuses on attracting customers with content that feels valuable and intuitive to the prospect. The major channels used are blogs, search engines, and social media. </p> <p><img src="https://assets.econsultancy.com/images/0008/8939/0-jAKGj5raA6fjZXlp.png" alt="Hubspot - Inbound Marketing" width="792" height="288"></p> <p>It most definitely does not interrupt or fight for a prospect’s attention. Though with the amount of content being produced by marketers this is becoming harder and harder and requiring higher quality and more personalised content to stand out (though by the nature of inbound this is usually limited to industry level rather than account level).</p> <p>Most of all it builds trust and positive brand equity with a prospect. </p> <p><em>To learn more on this topic, check out Econsultancy’s <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">range of training courses</a> or download our new <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide/">Content Strategy Best Practice Guide</a></em>.</p> <h3>What is account-based marketing (ABM)?</h3> <p>Traditionally <a href="https://econsultancy.com/reports/account-based-marketing-a-practical-guide/">account-based marketing</a> has been about marketing to a select few companies that are in your sweetspot and are extremely valuable.</p> <p>Today, technology is helping to scale this beyond a select few and up to a few hundred accounts. This has created a new and upsurging interest in the strategy and has been coined 'ABM', 'One to Few ABM', 'Named account ABM' or 'Industry ABM'. Eventually the terminology will converge of course but not so far.</p> <p>It has long existed in sales and has been growing within customer success teams also. As a result the strategy has moved beyond just marketing to be termed account-based everything or 'ABX'. Alignment across the three raises results significantly though there is detail within each that is not applicable across the board.</p> <p>Like inbound marketing, an account-based approach aims to build valued relationships with the aim of attracting a high value customer.</p> <p>The account-based approach looks to place content in front of a prospect rather than wait for a prospect to go looking for it however, relying on its highly personalised nature to cut through the noise and reduce any feeling of interruption. It then continues the engagement using what we at Radiate B2B believe to be a hyper personalised inbound marketing approach through to close and beyond when the prospect is now a client.</p> <p>As a result, account-based marketing uses offline, highly targeted display (programmatic, but not really), social media, websites, <a href="https://econsultancy.com/admin/blog_posts/69420-inbound-marketing-and-account-based-marketing-friend-or-foe/edit/s">email marketing</a>, direct mail, telephone and face-to-face. Pretty much any channel can be adapted within an ABM approach. It is why ABM is sometimes called just good B2B marketing.</p> <p><em>To learn more on this topic, check out Econsultancy’s new <a href="https://econsultancy.com/reports/account-based-marketing-a-practical-guide/">Practical Guide to Account-Based Marketing</a>.</em></p> <h3>Diverging or aligning strategies?</h3> <p>So can they truly work together? There are aspects of both strategies that do align:</p> <ol> <li>The customer is at the centre.</li> <li>Valuable content powers them both  –  though with different approaches.</li> </ol> <p>But for the most part they do differ.</p> <ol> <li>Inbound marketing starts when a visitor looks for your content. An account-based approach requires you to go out into the world and talk to your ideal prospect directly, not wait for them to appear.</li> <li>Typically deal sizes will be larger for ABM than inbound marketing.</li> <li>Despite technological advances, ABM is still limited in scale versus inbound marketing so typically there will be a larger number of deals.</li> </ol> <h3>So which strategy is best?</h3> <p>The right approach clearly depends on who your company sells to. Obviously you are a company selling to businesses, but an account-based approach, even one using the latest techniques, does not work if the average lifetime value of your largest clients is small. In this scenario an inbound marketing approach is still the best approach.</p> <p>But what about in other scenarios?</p> <p>Account-based marketing works to close accounts in your sweet spot. These customers will typically be happier customers as they are aligned with your thinking and direction resulting in higher net promoter (NPS) or customer satisfaction scores. This in turn leads to significant numbers of advocates for your product driving more companies to your website.</p> <p>An outbound marketing approach is therefore the wrong approach and wasteful, but an inbound marketing approach will convert these incoming accounts at a much lower cost than an account-based programme.</p> <p>Combining inbound marketing and account-based marketing is also cost efficient. ABM requires hyper personalised content that speaks to an account’s needs, whilst traditional inbound marketing typically doesn’t have the same level of personalisation, it does aim to provide valuable content to attract prospects to the company. Content can be adapted to the needs of both strategies removing the need to create standalone content for both approaches.</p> <p>A further benefit is that these incoming accounts may lead you to new markets and territories fueling decision-making around expansion.</p> <p>So ABM and Inbound are indeed friends and work well together. In fact Hubspot, the home of inbound marketing, has not been shy investing in account-based businesses.</p> tag:econsultancy.com,2008:BlogPost/69340 2017-08-16T14:20:00+01:00 2017-08-16T14:20:00+01:00 B2B marketing automation software is underused and symptomatic of the industry Ben Davis <p>Let's look at some simple findings from Econsultancy's <a href="https://econsultancy.com/reports/state-of-b2b-marketing-automation/">State of B2B Automation report</a>, in association with Act-On, to add weight to this view, and to offer some advice for marketers wanting to get more from their tech stack.</p> <h3>Correlation between marketing automation and company success</h3> <p>Okay, this isn't a stunning revelation but it's a useful wake-up call for those B2B marketers yet to properly make an effort with marketing automation.</p> <p>The chart below shows that 62% of Leaders have marketing automation in place, compared to just 50% of the Mainstream. The Leaders in this case are roughly one third (34%) of the total sample of 335 B2B marketers, and defined as those respondents who said their marketing functions exceeded their ‘top 2016 business goal’. The remaining 66% are designated as the Mainstream.</p> <p><img src="https://assets.econsultancy.com/images/0008/8295/ma_in_place.png" alt="marketing automation in use?" width="615" height="416"> </p> <p>Of course, automation isn't the absolute - whatever channel it is employed in, it needs to be done sympathetically (see Glen Hartman's article, '<a href="https://econsultancy.com/blog/69302-personalization-is-nothing-without-creative-empathy/">Personalization is nothing without creative empathy</a>').  </p> <h3>Marketing automation is under-utilised</h3> <p>Here's a pretty conclusive stat, shown in the chart below, from the survey: Only 4% of respondents strongly agree they are using marketing automation to its fullest capacity. More than half disagree.</p> <p><img src="https://assets.econsultancy.com/images/0008/8294/automation.jpg" alt="automation underused" width="615" height="519"></p> <h3>Where are B2B marketers not doing enough?</h3> <p>The chart below shows how the Leaders and the Mainstream are using the functionality of their marketing automation software. It's unsurprising to see email out in front, but more of a shock to see lead nurturing used by only 35% of the mainstream. Remember this is a B2B sample.</p> <p>Even amongst Leaders, use of A/B testing (40%), account-based marketing (35%) and dynamic segmentation (32%) is well below half of the sample.</p> <p><img src="https://assets.econsultancy.com/images/0008/8300/functionality.png" alt="ma functionality" width="615" height="597"></p> <h3>What is causing this inertia?</h3> <p>Resources is cited by 60% of the sample as the biggest challenge with marketing automation - this is somewhat of a vague and overarching term, considering the other options may fall under this label, too. Therefore, a lack of skilled experience, cited by 50% of respondents, is perhaps the biggest challenge with this technology.</p> <p>This is symptomatic of our industry - lots of amazing tech but not enough practitioners that know what they're doing with it, or that can navigate legacy technology (integration and data management cited by 37% and 48% respectively).</p> <p><img src="https://assets.econsultancy.com/images/0008/8299/challenges.png" alt="challenges to automation" width="615" height="477"> </p> <h3>How can marketers make better use of marketing automation?</h3> <p>There's plenty of advice in <a href="https://econsultancy.com/reports/state-of-b2b-marketing-automation/">the report</a>. Here are four important nuggets:</p> <ul> <li> <strong>Do your due diligence</strong> when researching marketing automation to ensure that you adopt the system that’s the right fit for your company size and business needs.</li> <li> <strong>Build a watertight argument</strong> to sell the business case internally and have clarity of purpose.</li> <li> <strong>Make use of third-party services</strong> to support in-house efforts.</li> <li> <strong>Be prepared to pay for skilled experience </strong>and make your company a great place to work<strong>.</strong> A mix of data skills and management/marketing nous is required but hard to find.</li> </ul> tag:econsultancy.com,2008:Report/4560 2017-08-15T16:15:00+01:00 2017-08-15T16:15:00+01:00 State of B2B Marketing Automation <p>The <strong>State of B2B Marketing Automation </strong>report, published by Econsultancy in association with <a title="Act-On" href="https://www.act-on.com/">Act-On</a>, is based on a survey of more than 350 B2B marketing professionals.</p> <p>The aim of the research is to explore the maturity of B2B marketing automation, looking at adoption levels and types of strategies organizations are using. The study evaluates tools and processes employed as well as potential barriers to the effective use of the capability.</p> <p>A major focus of this report is the exploration of what B2B companies that are succeeding in their marketing activities are doing differently from the rest.</p> <p>Where appropriate, the research findings are broken down by level of marketing performance, comparing high-performing companies (‘Leaders’) with the rest of the sample (‘Mainstream’), in order to identify the attributes and characteristics that are correlated with success, and to make recommendations.</p> <p><strong>Key findings</strong> from the research include:</p> <ul> <li>Investment in marketing automation drives B2B marketing performance</li> <li>Companies strive to close the gap between expectations and reality</li> <li>Leaders take a different path to ensure they are utilizing tech capabilities</li> <li>Europeans are playing catch-up with their North American counterparts</li> <li>Marketing automation delivers but challenges must be overcome</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:BlogPost/69296 2017-07-28T14:34:27+01:00 2017-07-28T14:34:27+01:00 10 superb digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Only 25% of data is being used for real-time customer engagement</h3> <p>Despite 60% of UK organisations believing that real-time customer engagement can deliver a 10%-40% increase in revenue, those same organisations are collecting less than a third of relevant data on their customers.</p> <p>What’s more, just 25% of this dataset is being used in segmentation for real-time customer engagement.</p> <p>These stats come from SAS’s <a href="https://www.sas.com/en_gb/whitepapers/real-time-customer-experience-report.html" target="_blank">Age of Now</a> report, which also reveals how slow companies are to act. It says that only 16% of UK organisations can adjust their marketing communication in real-time based on customer behaviour.</p> <p><img src="https://assets.econsultancy.com/images/0008/7888/SAS.JPG" alt="" width="750" height="327"></p> <h3>42% of customers more impatient due to reliance on technology</h3> <p>A new survey by Fetch and YouGov suggests UK consumers are increasingly looking to new technology for functional purposes, with 81% of millennials being more receptive than older generations to try new tech in order to improve the speed at which they do things.</p> <p>42% of UK consumers now say they are more impatient today than they were five years ago, mainly due to an over-reliance on technology to complete everyday life activities.</p> <p>When it comes to food, 61% of Brits are unwilling to wait 45 minutes or more for a takeaway they ordered online or using an app. Similarly, 22% of consumers say they are only willing to wait between 11-15mins for a taxi service.</p> <h3>CPC costs reach an all-time high</h3> <p>iProspect has just released its <a href="https://www.iprospect.com/en/us/insights/povs/paid-search-trends-2017-q2/" target="_blank">Q2 report</a>, which includes in-depth analysis of data from more than 1,800 AdWords accounts.</p> <p>It has revealed that CPC costs continued to rise in Q2, reaching their highest recorded levels since 2014. Despite this, iProspect found year-on-year impressions and clicks declined 16% and 27.5% respectively, as advertisers were forced to pay more per click while dealing with diminishing budgets.</p> <p>Elsewhere, it found mobile CPC to be on the rise, increasing 17% from Q1 to Q2 of this year and 52% year-on-year. Similarly, mobile click share increased 22% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0008/7890/iProspect.JPG" alt="" width="743" height="547"></p> <h3>Over 60% of SMB’s attribute half or more of sales to Amazon</h3> <p>In a survey of 503 small- to mid-size retailers, NetElixir found that 60% of respondents attribute 50% or more of their ecommerce sales to Amazon. Interestingly, 26.6% are seeing a 50/50 split from their website vs. marketplaces like Amazon and eBay.</p> <p>In terms of the reasons why SMBs are choosing to sell on Amazon, 52% said that the potential for increased sales volume is the biggest benefit, 32.6% said increased brand exposure and 11.3% noted solid infrastructure. Conversely, 45% cited lower margins as the biggest downside.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">What was the biggest benefit and downside of <a href="https://twitter.com/hashtag/Amazon?src=hash">#Amazon</a>? <a href="https://twitter.com/hashtag/webinar?src=hash">#webinar</a> <a href="https://t.co/OhOnUZG67Z">pic.twitter.com/OhOnUZG67Z</a></p> — NetElixir (@NetElixir) <a href="https://twitter.com/NetElixir/status/890292060938543105">July 26, 2017</a> </blockquote> <h3>UK advertising spend grows 1.3% YoY in Q1 2017</h3> <p>WARC’s latest <a href="http://expenditurereport.warc.com/" target="_blank">Expenditure Report</a> has revealed that overall ad spend grew 1.3% to reach £5.318bn in Q1 2017. But despite being the 15th consecutive quarter of growth, it was actually the slowest rate seen in four years.</p> <p>This growth also occurred despite a 6.2% decline in total television advertising spend – TV’s first fall since 2009. However, it is forecast to recover next year with 2.5% growth in 2018.</p> <p>Meanwhile, online ad spend grew 10.1% year-on-year, and mobile growth was recorded at an impressive 36.2%.</p> <h3>Retailers wrongly assume that customers value speed over free shipping</h3> <p>According to a new report by <a href="http://www2.temando.com/l/86602/2017-07-10/4g564b" target="_blank">Temando</a>, 86% of UK shoppers prefer free delivery over fast delivery. However, the majority of retailers’ surveyed wrongly assume that customers place greater value on a fast shipping service.</p> <p>As a result of this misconception, many retailers are failing to respond to customer demands, with just 27% offering free standard shipping every day. Even worse, almost a quarter of retailers admit that that they don't use free shipping as a promotional tool.</p> <p>With 58% of shoppers stating that they’d shop more if free shipping was offered, many online retailers are still missing a trick.</p> <p><img src="https://assets.econsultancy.com/images/0008/7889/Tamando.JPG" alt="" width="780" height="439"></p> <h3>Usage of connected TV’s predicted to grow 10.1% in the US this year</h3> <p>Emarketer says that usage of connected TVs will continue to surge in 2017, with 168.1m Americans predicted to use an internet-connected television this year – up 10.1% on 2016.</p> <p>In terms of brands, it predicts that 38.9m Americans will use a Roku device at least once a month – 19.3% more than in 2016. Meanwhile, 36.9m will use a ChromeCast and 35.8m will use an Amazon Fire TV. Just 21.3m users are expected to use an Apple TV.</p> <h3>AI predicted to create over 2.5m jobs in the next 15 years</h3> <p>PwC has estimated that by 2030, 30% of British jobs will be lost to automation. On the back of this, <a href="https://joblift.co.uk/Press/artificial-intelligence-and-automation-potential-job-creation-will-fill-only-19-of-the-hole-left-by-robotic-job-replacement" target="_blank">Joblift</a> has further analysed the situation, comparing potential job creation with jobs lost.</p> <p>Research shows that 136,939 jobs dealing with AI and automation have been posted in the last 12 months, and jobs in this field have increased by an average of 0.06% each month.</p> <p>On this basis, calculations suggest that over the next 15 years, AI, automation and robotics will create 2,535,009 new jobs in total. However, by 2031, 13,375,363 jobs will be at risk from automation, meaning that newly created roles would be able to fill only 19% of the jobs lost.</p> <h3>John Lewis tops UK brand health rankings</h3> <p>John Lewis has ranked first in YouGov’s BrandIndex list of UK brand ‘health’. The ranking is based on consumer perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.</p> <p>BBC iPlayer comes in at number two on the list, followed by Sony and Marks &amp; Spencer. In contrast to these older, more heritage-based brands, the global list was topped by younger tech brands like Google, YouTube, and Facebook. </p> <p><img src="https://assets.econsultancy.com/images/0008/7892/Brand_health.JPG" alt="" width="500" height="291"></p> <h3>Cause-related ads generate more views &amp; engagement</h3> <p><a href="https://www.thinkwithgoogle.com/advertising-channels/video/cause-related-marketing-purpose-driven-ads/" target="_blank">Pixability</a> has revealed that the number of cause-related ads created by the top 100 global brands has increased four times over the past five years.</p> <p>Women’s empowerment accounted for 24% of these ads, making it the top featured issue. Meanwhile, 17% of ads were related to the topic of community aid and 14% were about sustainability.</p> <p>Pixability also found that the average number of views for cause-driven videos was almost 1m more than for those not related to a particular cause. The engagement rate was also 0.31% for cause-related ads compared to 0.29% for the rest.</p> <p><img src="https://assets.econsultancy.com/images/0008/7891/Cause_related_ads.JPG" alt="" width="750" height="384"></p>