tag:econsultancy.com,2008:/topics/marketing-automation Latest Marketing Automation content from Econsultancy 2017-07-19T01:00:00+01:00 tag:econsultancy.com,2008:BlogPost/69248 2017-07-19T01:00:00+01:00 2017-07-19T01:00:00+01:00 What is the state of marketing automation in Australia & New Zealand? Ben Davis <p>Subscribers can download the report in full, but here's a taster of some of the conclusions the report comes to, based on a survey of more than 350 marketing professionals.</p> <h3>In-house vs. agency</h3> <p>Three in five (59%) of organisations surveyed said they have an in-house team managing marketing automation activities. Only a fifth admitting outsourcing the activity to an agency.</p> <p>Outsourcing was more likely in large organisations with more than $50 million revenue (31%) compared to smaller organisations (13%). One could presume that cost is a factor here.</p> <p>Interestingly, organisations with in-house automation teams were more satisfied with their efforts than those using an agency. Twenty eight percent of those with an in-house team said their capabilities were 'advanced', whereas only 13% said so of their agency-run automation.</p> <h3>What is automation technology used for?</h3> <p>Respondents were asked what precisely they use their automation tech for.</p> <p>Triggered email was way out in front, utilised by 72% of respondents. This is not suprising. What was slightly disappointing was the difference between the proportion stating that lead nurturing was/is a reason for investment in marketing automation (44%) and those that say they are actually doing it (32%).</p> <p>Only 21% of companies surveyed are currently engaged in lead scoring, perhaps another missed opportunity.</p> <p><img src="https://assets.econsultancy.com/images/0008/7595/ma_uses.png" alt="marketing automation usage" width="550"></p> <h3>Data integration troubles</h3> <p>Forty six percent of respondents said that integrating data was the biggest challenge to marketing automation set-up. This was the biggest concern amongst those surveyed.</p> <p>And as you can see from the chart above (how companies use their automation tech), only 25% are using marketing automation software with a unified database.</p> <p>What's more (and is fairly predictable), 43% of respondents admitted to having separate and unconnected technologies managing data from different channels. This was the most popular response (results shown in the chart below), with a mere 8% as advanced as having a single platform managing data across multiple channels.</p> <p><img src="https://assets.econsultancy.com/images/0008/7594/connected_ma.png" alt="ma integration" width="550"></p> <h3>Criteria for vendor selection</h3> <p>Recently, Econsultancy published a blog post by Henry Hyder Smith titled <a href="https://econsultancy.com/blog/69206-how-automation-came-to-be-more-important-than-cost-when-choosing-an-esp/">How automation came to be more important than cost when choosing an ESP</a>.</p> <p>Our survey, though more specifically about automation tech, to some extent corroborates Smith's theory about cost, with 'ease of use' the most important criteria when assessing automation vendors. Cost, however, was deemed pretty important (58% of respondents placed it in their top three priorities), even if only 10% said it was paramount.</p> <p>Just 15% of companies cite product integration capabilities as their topmost priority which, given what we discussed in the data integration section above, seems shortsighted.</p> <p><img src="https://assets.econsultancy.com/images/0008/7593/ma_purchase_criteria.png" alt="ma purchase criteria" width="550"></p> <p><em><strong>There's plenty more in the survey report. Subscribers can <a href="https://econsultancy.com/reports/state-of-marketing-automation-in-australia-and-new-zealand/">download now</a>.</strong></em></p> tag:econsultancy.com,2008:Report/4538 2017-07-17T01:00:00+01:00 2017-07-17T01:00:00+01:00 State of Marketing Automation in Australia and New Zealand <p>The 'holy grail' of marketing automation envisaged by marketers sees the complete elimination of internal data silos to build a 360-degree view of the customer, and the utilisation of this intelligence to enable deeper, personalised engagement with prospects and clients.</p> <p>But how close are today’s marketers to realising this?</p> <p>This is Econsultancy’s first <strong>State of Marketing Automation in Australia and New Zealand</strong> report, published in association with <a title="Oracle Marketing Cloud" href="https://www.oracle.com/marketingcloud/about/australia-new-zealand.html">Oracle Marketing Cloud</a>.</p> <p>The research is based on a survey of over 350 marketing professionals based in Australia and New Zealand, and evaluates current adoption levels, tools and processes employed as well as barriers to effective use of marketing automation.</p> <p>Key insights from the research include:</p> <ul> <li> <strong>The majority of companies are choosing to manage their marketing automation in-house.</strong> Three in five (59%) organisations have an in-house team managing marketing automation activities, with only a fifth outsourcing them to an agency. Large organisations (with annual revenues of more than $50 million) are more likely to outsource their marketing automation.</li> <li> <strong>Budgets and internal buy-in are there, but a capability gap is hampering the potential of marketing automation.</strong> Encouragingly, a lack of budget and organisational buy-in prevents only a minority of organisations (20% and 12% respectively) from implementing their automation strategy. The most common barriers are related to data integration and inadequate resources.</li> <li> <strong>There’s a pressing need for data unification.</strong> Only a quarter of companies are working towards the creation of a unified database. Furthermore, nearly half of companies say that integrating data is the most significant barrier to effectively implementing a marketing automation strategy.</li> <li> <strong>Cloud-based SaaS platforms lead the way at an enterprise level.</strong> Large organisations (with annual revenues of at least $50 million) are more likely to use cloud-based SaaS platforms that include automation (38% vs. 28% of smaller organisations).</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/69232 2017-07-06T11:41:00+01:00 2017-07-06T11:41:00+01:00 Marketers can rest easy, AI is not about to make them redundant Nikki Gilliland <p>Sounds pretty simple when you put it like that, right? </p> <p>Of course, actually getting to this point isn’t <em>quite</em> so easy. Neither is convincing businesses that artificial intelligence is actually worth investing in, especially considering it is nearing the dreaded “trough of disillusionment” on the infamous Gartner Hype Cycle.</p> <p><img src="https://assets.econsultancy.com/images/0008/7299/Gartner_hype_cycle.JPG" alt="" width="650" height="476"></p> <p>Reflecting <a href="https://www.econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots">the various examples of brand chatbots</a> we’ve seen throughout the past year or so, the conversation at Supercharged ranged from the inspiring to the silly. Here’s a summary of the day’s biggest talking points, along with insight into how brands of all kinds are implementing artificial intelligence.</p> <h3>Rapid rate of change</h3> <p>While many people can get carried away with what artificial intelligence might look like far into the future, John Straw kicked off Supercharged with an inspiring talk about how the technology will evolve in the next couple of years.</p> <p>Right now, of course, it has its limitations, with most marketers creating augmented decision trees and calling it a chatbot. Then again, John reminded us of the prediction that bots will be in everyday use by 2020, also suggesting that the rapid rate at which the technology is evolving means the bots will look (and sound) far different to how they do now. In fact, he said that by mid-2018, the technology will have advanced so much that users won’t even realising they’re talking to a bot. </p> <p>As someone who has <a href="https://econsultancy.com/blog/68636-pizza-express-channel-4-and-tfl-three-examples-of-brand-chatbots/" target="_blank">reviewed quite a few (mediocre) examples</a> in the past year or so (not counting <a href="https://econsultancy.com/blog/69146-five-things-we-learned-from-launching-a-facebook-messenger-chatbot/" target="_blank">our own</a>, of course), I feel that John's prediction sounds rather optimistic. </p> <p>Then again, as John explained, just because we’re not seeing the technology in practice right now, does not mean it is not in existence. Take the healthcare sector, for instance, where new companies such as HealthTap and Babylon Health are looking to revolutionise the early stages of patient diagnosis. </p> <p>Instead of endlessly waiting on hold to speak to a human or Googling their aches and pains, patients can liaise with AI-powered doctors to speed up and streamline the process.</p> <p>As John said, the net benefit of this kind of technology is greater satisfaction, not just in the context of a doctor-patient scenario but in relation to all kinds of customer service. Instead of being passed from pillar to post and ending up “talking to a 19-year-old in a call centre”, people will be able to talk to a single entity to get the answer they want much faster. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Proud to be nestled among some of A.I.'s best. <a href="https://t.co/EtnEzSPCXR">https://t.co/EtnEzSPCXR</a> <a href="https://t.co/sNIOJIIVKv">pic.twitter.com/sNIOJIIVKv</a></p> — babylon (@babylonhealth) <a href="https://twitter.com/babylonhealth/status/880715572379611136">June 30, 2017</a> </blockquote> <h3>The benefits of NLP</h3> <p>A lot of brand chatbots involve scripts and decision trees to force users down a specific path. And while some can be frustratingly limited, others can work surprisingly well.</p> <p>Alex Miller from <a href="http://www.bytelondon.com/">Byte London</a> cited Adidas as a prime example, with the sports brand using a scripted chatbot to enable Facebook Messenger users to book a free session in an East London fitness studio. Users could interact with the bot to book times, get reminders, and find out location details. The results showed a 76% retention rate after 23 weeks, 1.1m interactions, and 46,000 fitness sessions organised in all. </p> <p>So, scripted bots can work well for events, but what about scenarios where users are more inclined to ask questions?</p> <p>JustEat is one brand that has successfully combined scripted technology with NLP (natural language processing), going on to create a chatbot that is both functional and entertaining.</p> <p>To do so, it put together a large collection of possible user queries, alongside a list of how the bot would answer in response.</p> <p><img src="https://assets.econsultancy.com/images/0008/7300/JustEat_chatbot.JPG" alt="" width="760" height="419"></p> <p>Of course, this still has its limitations. There’s only a certain amount of language it is programmed to recognise, however it's still a good example of a bot that goes beyond basic commands to inject personality and humour into the mix.  </p> <p>For JustEat, it meant that 40% of people who interacted with the bot went on to actually place an order online, as well as the brand seeing an average dwell time of 2mins 14secs.</p> <h3>Programming personality into AI</h3> <p>Speaking of personality... according to Nick Asbury, writer for Creative Review and one-half of agency <a href="http://asburyandasbury.com/about/">Asbury &amp; Asbury</a>, character remains a largely untapped area of artificial intelligence. </p> <p>This seems strange, he suggests, especially considering humans are instinctively drawn to any kind of inanimate object that appears to have a personality. Meanwhile, with most humans naturally inclined to choose text or email – even in the context of social relationships – why would we want to spend time having a conversation with Amazon's Alexa when we could skim-read textual information? </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This alarm clock is so confused <a href="https://t.co/j6bbHp98nh">pic.twitter.com/j6bbHp98nh</a></p> — Faces in Things (@FacesPics) <a href="https://twitter.com/FacesPics/status/878651935435485184">June 24, 2017</a> </blockquote> <p>Putting these negatives aside, the positive is that most people are also open to the idea of artificial intelligence taking on more human characteristics. As Nick explained, we’ve traditionally seen this in popular culture, with robots taking on all kinds of human traits in films ranging from Knight Rider to 2001: A Space Odyssey.</p> <p>Ultimately, this means that there is a huge amount of unexplored territory in terms of chatbot tone and personality. If ‘neutral’ or an Alexa-type chatbot is the middle of the spectrum, a large percentage of all brand communication does not tend to stray very far from this. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">.<a href="https://twitter.com/asburyandasbury">@asburyandasbury</a> on giving AI personality: "Most chatbots are neutral, polite or helpful. Lots of unexplored traits" <a href="https://twitter.com/hashtag/supercharged17?src=hash">#supercharged17</a> <a href="https://t.co/2e86Pt8aG6">pic.twitter.com/2e86Pt8aG6</a></p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/882184030388670469">July 4, 2017</a> </blockquote> <p>So, instead of concentrating on just one aspect (either functionality or personality) Nick suggests that brands should explore different areas of the tonal map – even embrace sounding like a robot. </p> <p>Nick specifically mentioned Zhuck – an app that Asbury &amp; Asbury worked on in partnership with a Russian bank. Described as an ‘endearingly grumpy smart ass’, it was deliberately designed to be more interesting and engaging to use, with a character that set out to entertain as much as serve a functional purpose. </p> <p><iframe src="https://player.vimeo.com/video/128130687" width="640" height="360"></iframe></p> <h3>Fusing AI with human roles</h3> <p>Unsurprisingly, a lot of discussion at Supercharged revolved around the automation of jobs, and the natural backlash that has occurred because of it.</p> <p>So, from a marketer’s perspective, will we see AI disrupt specific areas such as content creation? And what about from a wider branding perspective – could we even see artificial intelligence informing brand straplines or mission statements?</p> <p>While companies such as <a href="https://phrasee.co/">Phrasee</a> (which uses software to generate email subject lines) shows that artificial intelligence can beat humans in terms of scale and immediacy, it still feels like we’re a long way from bots replacing human creativity.</p> <p>Jukedeck is a company that uses artificial intelligence to compose music that’s suited to individual needs and contexts. Patrick Stobbs, the company’s co-founder, gave some interesting insight into this idea. When asked whether or not this kind of technology creates <a href="https://en.wikipedia.org/wiki/Filter_bubble">a filter bubble</a>, he argued that – in contrast – it actually gives creative people the tools to improve and enhance their craft.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fjukedeck%2Fposts%2F784081638422118&amp;width=500" width="500" height="476"></iframe></p> <p>Other brands at Supercharged spoke about how they are using artificial intelligence to streamline services, as well as to upskill and aid traditional roles rather than automate them out. </p> <p>Nicola Millard from BT suggested that most jobs are made up of an intricate series of tasks, regardless of seniority level or industry. As a result, instead of the ‘automation will take our jobs’ scenario coming true – the reality might be more like 60% of jobs having about 30% of their roles automated in the next 10 years.</p> <p>In relation to companies like BT that currently rely on people for customer service, Nicola emphasised that it will not be a battle between bots and agents, but rather a partnership that combines the (very different strengths) of the two. </p> <p>IntelligentX Brewing Company is another brand that cited this belief, insisting that its own product – a beer brewed by AI – requires human involvement throughout the entire manufacturing process. Instead of automating out the human elements, people work in conjunction with the AI (in terms of testing, assessing and providing feedback on AI-produced recipes) to create the very best result.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Found my way to the <a href="https://twitter.com/IntelligentX_ai">@IntelligentX_ai</a> beer tasting at <a href="https://twitter.com/hashtag/smlates?src=hash">#smlates</a>! Beer that evolves with consumer feedback. <a href="https://t.co/NkIHPVbvih">pic.twitter.com/NkIHPVbvih</a></p> — Michelle Reeve (@michelleareeve) <a href="https://twitter.com/michelleareeve/status/771058383566860288">August 31, 2016</a> </blockquote> <h3>Dealing with data issues</h3> <p>The final panel talk of the day centred around how data and artificial intelligence can fuel personalisation and brand loyalty. But when does AI cross the line from cool to creepy? Moreover, with the <a href="https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers" target="_blank">GDPR deadline rapidly approaching</a>, will greater regulation impact automated processes such as customer profiling and segmentation?</p> <p>While this is not as relevant in cases whereby automation doesn’t have a significant or legal impact, it still reflects the dangers of using customer data to such an extent that it feels like a violation of privacy.  </p> <p>For brands like ASOS, artificial intelligence certainly underpins targeting strategies, with AI processes impacting what products to show which customers and when. However, even ASOS realises that data should be used with caution, agreeing that <a href="http://www.businessinsider.com/the-incredible-story-of-how-target-exposed-a-teen-girls-pregnancy-2012-2?IR=T">Target’s recent fail</a> proves some lines should not be crossed. The retail brand sent coupons for baby items to a teenager (and her unsuspecting father), having determined from data tracking that she was pregnant.</p> <p>While other brands like ShopDirect show that using artificial intelligence in this way can generate results – i.e. to identify and retarget a customer who might have run out of lipstick – it’s clear that there’s a long way to go before basic human judgement becomes redundant. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68770-an-introduction-to-ai-and-customer-service/" target="_blank">An introduction to AI and customer service</a></em></li> <li><em><a href="https://econsultancy.com/blog/69112-what-s-the-difference-between-ai-powered-personalisation-and-more-basic-segmentation/" target="_blank">What's the difference between AI-powered personalisation and more basic segmentation?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing" target="_blank">15 examples of artificial intelligence in marketing</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69206 2017-07-04T13:00:00+01:00 2017-07-04T13:00:00+01:00 How automation came to be more important than cost when choosing an ESP Henry Hyder-Smith <p>With 11 years of researching the state of the industry in <a href="https://econsultancy.com/reports/email-census">this report</a>, we have been able to track the development of this side of marketing technology and its adoption as it has come to the forefront of a marketer’s arsenal. So we found it very interesting that, when asked for the most significant attributes of an email service provider (ESP), most marketers chose marketing automation for the first time in the study’s history.</p> <p>With an increase of 6% points (up from 61% in 2016 to 66% in 2017), this capability overtook user-friendly interface (which decreased to 60%), cross-channel (32%) and low cost (27%).</p> <p><img src="https://assets.econsultancy.com/images/0008/7255/2017_Census_ESP_capabilities.PNG" alt="email census" width="615"></p> <p>While we anticipated automation to become the top choice sooner rather than later, the discrepancy between that and cost shows just how much value marketers place on it. With an increased appetite for delivering relevant messages at scale and improving customer experience, automation has driven a move away from batch and blast email and put the customer at the centre of communications. </p> <p>Over the years, we’ve also tracked the rising level of success of using automated campaigns, which has been slow but steady. This shows marketers are increasingly willing to experiment with automation. They have understood that ‘getting it right’ involves planning and optimisation, but that it can also deliver results far above those of manual campaigns because timing is such a significant part in the impact of a message. </p> <h3>How to approach automation in the right way</h3> <p>The above being said, there is plenty of space for growth in marketing automation adoption and success rate. In 2017, only 8% of marketers considered their automation efforts ‘very successful’ and 33% were ‘not successful’. To bridge that gap, marketers must adopt a first-person marketer mindset to digital marketing. This means automation is only one part - albeit an important one - of their strategy.</p> <p>For first-person marketers to thrive, they must think about how automation integrates with their capability and strategy around personalisation, integration and optimisation to really put the customer at the centre of communications and deliver a contextual, individualised experience at scale. </p> <p>Are your systems integrated to bring the necessary first- and third-party data required to power the personalised campaigns you build? Figure 1, above, shows an oversight in the importance of this.</p> <p>100% integration is an ideal for many, but bring it back to reality by making sure at the least the basic integrations are in place. And use the concept of incremental innovation to deliver more effective communications now, and in the future.</p> <p>Rome wasn’t built in a day.</p> <p>Ask yourself: are you using personalisation in the true sense when you build ad-hoc and automated campaigns? Do you have a testing and optimisation plan in place to regularly review, tweak and test marketing output?</p> <p>First-person marketers juggle all the above in order to give their marketing automation programs a chance to make a real business impact. It’s not just about eliminating mundane manual tasks. As for the benefits of using marketing automation, you’ve probably heard them many times so, instead, I wanted to share some examples of the companies that are part of the 8% elite who are ‘very successful’ at using it.</p> <h3>Setting the scene for high email engagement</h3> <p>A recent study by Return Path revealed 75% of top 100 retailers have a welcome program. But rather than just ticking a box, etailer PetsPyjamas wanted to make a difference to their marketing communications from the first impression. Unhappy with its existing welcome email, it expanded the campaign to a series of four.</p> <p>The program starts by offering an incentive to purchase, followed by introducing or reminding customers of PetPoints depending on whether they had already signed up to the loyalty scheme. After a holiday offering promotion, the final email is based on whether additional purchases were made during the length of the program.</p> <p><img src="https://assets.econsultancy.com/images/0008/7256/PetsPyjamas_terrier_email.jpg" alt="pets pyjamas email" width="569" height="1034"></p> <p>PetsPyjamas’ welcome strategy sets a standard of personalised communications, encourages additional purchases and fuels customer profile data for future campaigns all in one program. Compared to the original welcome email, this program delivered increased engagement across email metrics including a tenfold increase in revenue.   </p> <h3>Giving marketers their time back</h3> <p>How much time can actually be saved using automation? It depends on the complexity of the process you’re trying to automate. Future Publishing reclaimed a day and a half per week automating their magazine renewal process. That is almost a third of working hours!</p> <p>And it was no mean feat either, as the renewal process involved a myriad of data points from the right message to the subscription type, discount, currency and more. In total, there were 192 variants of renewal campaigns in the program which Future expanded to 24 titles. </p> <p>This might seem daunting to achieve, but the right technology partner will have the experience you need to make such a project a success. </p> <p><img src="https://assets.econsultancy.com/images/0008/7257/Future-SFX-renewal-email-Trimmed.jpg" alt="future sfx email" width="596"></p> <h3>Improving the user experience for resource-strapped charities</h3> <p>When you have a small team, many marketers think there is only so much you can do. However, this example from NSPCC will show you that determination and focus can make a big difference.</p> <p>Keeping personalisation and the donor journey front of mind, NSPCC analysed where marketing automation could make the most difference. The team decided to implement it for transactional emails, content automation in their regular newsletters, an automated participation journey for fundraisers to make sure they have the resources and support they need, and abandoned donation campaigns. </p> <p>By thinking out of the box and using technology that is generally more prevalent in the retail industry, NSPCC made a big impact on the funds raised. The abandoned donation campaign recovered an average donation of £38 and email engagement increased because key messages were relevant and delivered at the right time.  </p> <p><img src="https://assets.econsultancy.com/images/0008/7258/NSPCC_failed_transaction.jpg" alt="nspcc failed transaction email" width="596"></p> <p>Of course, if you’re not at this level of automation implementation, you shouldn’t feel discouraged. No company implemented 100 triggers overnight.</p> <p>As well as having the goal of turning every marketer into a first-person marketer, I am also a big fan of incremental innovation. This involves taking the time to plan, set a direction and improve your marketing efforts one step at a time and at a steady pace. So, what’s the one change you’re going to make today?</p> tag:econsultancy.com,2008:BlogPost/69192 2017-06-28T02:00:00+01:00 2017-06-28T02:00:00+01:00 Email marketing must be mobile, automated & personalised to deliver ROI Jeff Rajeck <p>Here are three ways brands can capitalise by taking their email marketing to the next level.</p> <p><img src="https://assets.econsultancy.com/images/0008/6934/event1.jpg" alt="" width="800" height="533"></p> <h3>1) Focus on the mobile email experience</h3> <p>It's common knowledge by now that mobile has superseded the desktop for email opens.</p> <p>But what is surprising is that, according to <a href="https://litmus.com/blog/2016-email-client-market-share-infographic">Litmus' analysis of over 17 billion emails</a> is that mobile became more popular for opens than webmail and desktop in 2012 - and, in 2016, more opens happened on mobile than dekstop and webmail combined.</p> <p><strong><img src="https://assets.econsultancy.com/images/0008/6926/litmus.png" alt="" width="800" height="543"></strong></p> <p>Encouragingly, our Email Census indicated that most respondents have responded accordingly. Nearly three in four (73%) of brand marketers indicate that they are optimising emails for mobile devices (62% in Asia-Pacific).</p> <p>But when we asked about the extent of their strategy, nearly four in five (78%) said they only had a 'moderate' strategy at best for optimising email for different devices.</p> <p><img src="https://assets.econsultancy.com/images/0008/6927/1.png" alt="" width="755" height="551"></p> <p>Delegates were encouraged to consider other best practices to improve their mobile strategy above the competition including:</p> <ul> <li>Shorter subject lines</li> <li>Responsive landing pages</li> <li>Easy-to-tap calls to action</li> <li>Pre-header text for the most important information </li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/6935/event2.jpg" alt="" width="800" height="533"> </p> <h3>2) Use more sophisticated email marketing automation</h3> <p>According to our survey, two in three (66%) marketers globally believe that marketing automation is one of the most important attributes of an email technology provider (Asia-Pacific 69%).</p> <p>When asked specifically what emails respondents were automating now, however, the most popular responses were the most basic email automations, including website subscription emails and automated responses to sign-ups.</p> <p><img src="https://assets.econsultancy.com/images/0008/6928/2.png" alt="" width="800" height="710"></p> <p>To take it to the next level, attendees were encouraged to become familiar with more sophisticated marketing automation and to experiment with new automated workflows.</p> <p>As an example, delegates were shown an <a href="http://www.adestra.com/products/data-driven-automation/">email flowchart from Adestra</a> which shows how a brand might retain a customer who had unsubscribed from their email list.</p> <p><em>(Click to enlarge)</em></p> <p><a href="https://assets.econsultancy.com/images/0008/7090/email_flow.jpg"><img src="https://assets.econsultancy.com/images/0008/7090/email_flow.jpg" alt="email flow automation" width="800"></a></p> <p>Simply becoming familiar with such workflows helps generate ideas which can dramatically improve email marketing performance.</p> <h3>3) Implement email personalisation (beyond just name)</h3> <p>A <a href="https://blogs.oracle.com/marketingcloud/personalize-email">report by Oracle Eloqua</a> confirmed, unsurprisingly, that personalising an email subject line with the receiver's name results in more opens than one with no personalisation,</p> <p>The report also found, though, that <strong>using a data point in addition to the receiver's name virtually doubles the likelihood that they will open the email.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/6930/eloqua.png" alt="" width="674" height="836"></strong></p> <p>When asked whether they personalised email beyond just name, only one in three (33%) of marketers globally (21% in Asia-Pacific) indicated that they did so.</p> <p>While disappointing on one hand, it also indicates that there is a significant opportunity here for brands to distinguish themselves with personalisation.</p> <p>Some ideas presented to delegates of how brands could personalise email beyond just name included:</p> <ul> <li>Product recommendations based on a user profile</li> <li>Cart abandonment emails</li> <li>Recognition and special offers for key customers</li> <li>Birthday or other significant event emails</li> </ul> <p>More encouragingly, the survey also indicated that marketers are keen to do more email content personalisation. When asked what they would like to do better with email marketing, two in three (66%) stated 'better personalisation' (76% in Asia-Pacific).</p> <p>Additionally when asked to pick three areas of email marketing which they felt that they 'really need to focus on in 2017' the most popular answer (30%) was 'personalisation'.</p> <p><img src="https://assets.econsultancy.com/images/0008/6932/4.png" alt="" width="800" height="341"></p> <p>With enthusiasm at these levels, it's unlikely that this opportunity to outdo the competition will be around for long!</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the subject matter experts who contributed on the way as well as the delegates who took time out of their busy schedules to attend.</p> <p>We hope to see you all at future Singapore Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/6936/event3.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/69057 2017-05-15T13:00:00+01:00 2017-05-15T13:00:00+01:00 Walk before you run: Marketers must get the basics right before they turn to AI Tink Taylor <p>Even before it became an everyday reality, the concept had acquired a rich and diverse history; everything from the evils of Skynet to the comforting sight of Big Hero Six’s Baymax have become synonymous with AI.</p> <p>Today, that potential is starting to be realised: AI is progressively becoming a fundamental part of many business strategies. In fact, within the most innovative organisations, AI usage has become a central part of their current strategy. Google uses Rankbrain, for example, to decipher natural language search queries while website design platform, <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">The Grid</a>, uses AI to automate several of the usually tedious coding processes. </p> <p>Aiming to capitalise on our digital-first world, many marketing teams have earmarked AI as potential cornerstone in their future strategies. Indeed, a report late last year found that <a href="http://webershandwick.co.uk/press_release/global-consumers-are-seven-times-more-likely-to-see-a-positive-than-negative-impact-of-artificial-intelligence-ai-on-society-and-their-personal-lives/">68% of CMOs</a> are now planning for business in the AI era, while a further 55% expect the technology to have a bigger impact on marketing and communications than social media.</p> <p>However, despite its rosy long-term outlook, the immediate future of AI is far from clear. The same research found that nearly two-thirds of global consumers (64%) are becoming increasingly concerned about the use or adoption of AI – with worries centring on the expected loss of privacy. </p> <p>Most interestingly, more than half of Chief Marketing Officers (58%) believe that within the next five years, companies will need to compete in the AI space to succeed. Excited by the <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">power of AI</a>, marketing departments are looking beyond the usual fears of job losses and seem optimistic about its potential in mapping out customer lifecycles with a level of granularity that has never been possible before. With plans to develop a deeper understanding of market segmentation and customer preferences, marketers hope AI will unlock a new level of personalised, targeted engagement. </p> <p>Despite the phenomenal strides AI has made and the potential impact it could have in revolutionising the world, the fact remains that most marketing departments are worlds away from delivering AI-led outreach campaigns. While it is heartening to see the industry becoming so enthused by the prospect of AI, it is important that plans are not rushed.</p> <p>With plans for impressively complex and sophisticated AI-based engagement strategies already being drawn up, I would first urge caution and advise that organisations spend time ensuring they have the foundations in place before they begin building for the future.  </p> <p>Without the basic tactics in place, it will be impossible to make the best use of advanced technologies such as AI. Here are four top tips to help marketers prepare for the rise of Artificial Intelligence: </p> <h3>1. Make sure you know what you’re doing. And why you’re doing it</h3> <p>Like any marketing tool, AI can only be powerful if marketers know how to use them. With the wealth of intelligent technologies at their fingertips, it is crucial that they fully understand the tools currently available before integrating with new software.</p> <p>An example is dotmailer’s self-learning Data Watchdog technology which prevents a user from sending emails that may cause complaints and issues, by detecting and quarantining suspicious contacts. In addition, it is important to ask questions such as ‘how will this impact my marketing strategy’, ‘what will be the outcome’, ‘will this deliver the expected outcome’ and so on.</p> <h3>2. Good things come to those who wait</h3> <p>Implementation will always lag behind innovation; yet a common mistake is to rush and invest in the newest technology before optimising the potential of what an organisation currently has. Taking the time to identify what new tools match with the business' ambitions will improve integration and help avoid unnecessary spending.</p> <h3>3. Get the basics right</h3> <p>If marketers are not making the most of email marketing automation tools, they should prioritise this first and focus on understanding and harnessing the potential of their current marketing solutions. AI – and other innovative technologies – can then be used much more efficiently.</p> <h3>4. Keep everyone looped in; but do it safely</h3> <p>AI relies on data. With consumers increasingly building virtual lives through devices such as smartphones, organisations are generating huge volumes of data which can be collected and analysed to yield insights. Sharing data is a must and it will be important to ensure that information can flow freely throughout the organisation, allowing AI systems to build as complete a picture of the customer as possible.</p> <p>Of course, this brings with it its own challenges: notably in keeping this data secure, without compromising its availability for the wider business. To this end, your organisation must be water-tight, and marketing departments will need to work closely with IT managers to ensure that information – particularly when it comes to customers – is shared in a safe and secure way.</p> <p>Without a doubt, the convergence of AI and email marketing is a mouth-watering prospect. Taking customer targeting to unprecedented levels, the technology has the potential to deliver the hyper-personalised style of marketing that was previously thought possible only in science-fiction. Moving from <a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales/">making predictions about broad groups of people</a>, to targeting the individual: it’s possible to imagine a world in which one-to-one, contextually linked messaging is directed by specialist algorithms that can recognize that individual’s normal behaviour. </p> <p>We are, however, still some way off this world becoming a reality. Until then, we must stay grounded, avoid getting swept up in the excitement, and ensure that we’re making full use of the technologies already at our disposal.</p> tag:econsultancy.com,2008:BlogPost/69065 2017-05-10T13:30:00+01:00 2017-05-10T13:30:00+01:00 Five advanced data and segmentation tactics for marketing and sales Jordie van Rijn <p>How can marketing effectively play a bigger role in qualifying the leads that are passed on to sales? By scoring those leads and using segmentation.</p> <p>However, one of the key <a href="https://econsultancy.com/blog/69015-three-key-findings-from-the-2017-email-marketing-census/">findings of the email marketing census</a> this year is that advanced segmentation at scale remains elusive for many businesses. While 78% of senders are doing basic segmentation, only one-third are doing advanced segmentation.</p> <p>As far as leading scoring, 29% are scoring their leads while another 25% are only in the planning stages.</p> <p><img src="https://assets.econsultancy.com/images/0008/5928/segmentation-email-census.png" alt="" width="573" height="353"></p> <p>Segmentation is an effective marketing and sales tactic. One could say that lead scoring is segmentation - we divide our contacts into groups based on their lead score.</p> <p>How can we use segmentation and customer data to bridge the qualification gap and identify the ideal next action? Here are five tips.</p> <h3>1. Set up a segmentation model based on the end result</h3> <p>Segmentation is of little use if you don’t use it. And the best way to use it is to be strategic about it, by starting with the end when you set up your segmentation model.</p> <p>Determine what you want your marketing campaigns to accomplish and work backwards from those goals. When your goal is re-activating lapsed customers, for instance, think about which segments are high value. This means “save-able” versus simply “lost and good riddance”. Then look at which are likely to churn. That might seem like a crude approach, but now you have a starting point from which to gather the data during the relationship to get the segmentation and timing right.</p> <h3>2. Identify the funnel stage</h3> <p>Ask leads where they are in the buying process. A newsletter registration is a good time to do so. For example, a car dealership should always ask about the timeframe within which someone is planning to buy. This helps you gauge how far they <a href="https://blog.pipedrive.com/2017/04/customer-journey-sales-success/">are down the sales funnel and customer journey</a>. You can then match up your actions and content with that stage.</p><p>This also helps you use your content more effectively. Review your assets and ask, in which buying stage does this particular piece of content sit? To which prospects does it appeal and how can it help move him or her to the next stage? That sounds like an advanced tactic, but realize it can be a filter for your lead scoring: you know whom should get an offer for a test-drive vs. a brochure vs. someone who should get a call within a few days.</p> <p>This tactic also helps a company become intentional about messaging, reserving the more costly forms of contact for the higher value and hotter prospects. In situations where a lead is identified as “hot” and “high value,” you might even consider <a href="https://blog.leadfeeder.com/best-sales-follow-up-techniques-emails/">manually writing follow-up emails</a>, as opposed to automating them. The personal touch can go a long way, and your leads will feel the difference.</p> <h3>3. Know one bit of data says a lot about another</h3> <p>Psychographics tell you about lifestyle, interests, opinions, etc., but remember that one piece of data can hold a lot of information about all of those. You can safely assume that a 65-year-old engineer will have very different interests and need for knowledge than an office manager who is just starting out. That means you can derive some information from data you already have.</p> <p>As an example, consider the home address as a data point. You can deduct a lot from an address, such as income level, life stage, climate and weather, and even if they will potentially be interested in what you’re selling. From what I call the <a href="http://www.emailmonday.com/smart-email-marketing-segmentation-the-art-of" target="_blank">pillars of segmentation</a>, a home address has a predictive power to inform information in demographics, psychographics and even behavioral information (like benefits sought or usage intensity).</p> <p><img src="https://assets.econsultancy.com/images/0008/5931/pillars-emailmonday.jpg" alt=""></p> <h3>4. Be wary of self-reported data</h3> <p>Although it seems like it should be 100% factual, data doesn’t always offer absolute truths, especially for self-reported preference data. If you ask for brand preferences, customers will often point towards the more luxurious brands or ones <em>they like but won’t buy</em>. When buying time comes, they will still go for the economical brand. They like the pizza from that fancy little family owned restaurant, yet they buy the frozen stuff instead.</p> <p>People will tell you one thing, then go do another. Do they simply change their minds? No, they are simply doing what people do. We can blame part of it on flawed self-assessment and what is called the “<a href="https://en.wikipedia.org/wiki/Illusory_superiority#Driving_ability" rel="nofollow" target="_blank">above average effect</a>”. For example, a study found that 93% of US drivers rated themselves as better than the average driver. (If you’ve ever driven in the US, you know this can’t possibly be true.) It is human nature to perceive ourselves as the better version of ourselves.</p> <p><img src="https://assets.econsultancy.com/images/0008/5932/better-than-average.jpg" alt=""></p> <p>So ask your questions wisely. One way to improve is to ask about a customer’s buying or past behavior instead of preferences. A combination of data points will always give you a more accurate view. You can also test how accurate the self-reported brand preferences are. Look at your own database and where self-reported preferences and behavior overlap or contradict.</p> <h3>5. Make sure you can identify your audience across multiple touchpoints.</h3> <p>I know omni-channel is the hot term, but every time I see a 360-degree-customer-view presentation or blog post, a cynical part of me thinks, “Yeah, lame”. Those blogs and presentations seem to be made to make marketers feel bad about their data silos.</p> <p>Software vendors and consultants state, “the industry is doing so bad” and push (a part of) their audiences into a fantasy-state using case studies. The reality is, there is no such thing as a 360 degree customer view. It can be at most 180 degrees, as it will only be the part that customers are letting you see.</p><p>Practical marketers will piece together customer behavior across multiple points to get the biggest possible view. Your email marketing, website, search engine advertising, social marketing, in-store promotions, etc. can all be brought together, allowing you to gather more information across those touchpoints as well as do segmentation at those touchpoints.</p> <p>An identifier like a home address, email, customer number or browser cookie can tie it together. In fact, an email address works well as a universal ID, as email software systems can tie the email address to site behavior for you automatically. The software can carry over the ID from the email you sent through a click-through to the website.</p> <p>A practical use is retargeting in search advertising (often found very effective). These systems can even store anonymous profiles of website behavior and later tie them together. If all of that is done in real-time, it is fancily called a <a href="http://www.emailvendorselection.com/why-a-customer-data-platform-cdp-will-be-the-next-evolution-of-your-marketing-automation/" target="_blank">customer data platform</a>, a fairly new term and something every marketer should read up on.</p> <h3>Conclusion</h3> <p>With marketing being pulled into what used to be the domain of sales, it is a challenge to pass over quality leads to sales and generate the content or offer on the spot.</p> <p>However, if you can start with the end in mind, identify the funnel stage, make sure to use the hidden information in your data set, trust the data you know to be true, and create a bigger picture view of each customer, you will be well on your way to bridging that prospect knowledge gap.</p> <p><em><strong>Now read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68431-how-to-combine-attribution-and-segmentation-data-to-achieve-marketing-success/">How to combine attribution and segmentation data to achieve marketing success</a></li> </ul> tag:econsultancy.com,2008:Report/4457 2017-04-19T09:00:00+01:00 2017-04-19T09:00:00+01:00 Email Marketing Industry Census 2017 <p>The 11th annual <strong>Email Marketing Industry Census</strong>, published in partnership with <a href="http://www.adestra.com">Adestra</a>, is based on the largest UK survey of email marketers.</p> <p>The census takes an in-depth look at email practices being adopted, the resources being dedicated to email and the channel's effectiveness compared to other types of marketing.</p> <p>Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the <strong>use of metrics</strong>, the <strong>application of artificial intelligence</strong> and the <strong>impact of Brexit</strong> on how companies are approaching the <strong>EU General Data Protection Regulation (GDPR)</strong>.</p> <p>With <strong>11 years' worth of data to assess</strong>, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating.</p> <p>Over 1,000 respondents took part in the 2017 Census, which took the form of an online survey in February and March 2017.</p> <h2>What you'll learn</h2> <ul> <li>Find out how a variety of trends around email practices, budgets and opinions have changed over 11 years.</li> <li>Discover other marketers' opinions on what the future of email will look like.</li> <li>Benchmark your own practices with the activities of marketers maximising their email efforts.</li> <li>Understand the challenges organisations are facing in improving their email capabilities.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>Marketers get to grips with automation, helped by improved technology</li> <li>Email reigns supreme when it comes to delivering ROI, though companies must do more to measure success</li> <li>Companies are still under-investing in a channel which drove an estimated £29bn in UK online retail sales in 2016</li> <li>Companies continue to adapt to consumer use of different devices</li> <li>True personalisation at scale remains elusive for many businesses, though more companies are starting to reap the benefits</li> <li>Census shows signs of inertia and lack of understanding around EU data law changes</li> <li>Segmentation continues to deliver</li> <li>Responsibility for email shifts from the individual to the team</li> <li>Artificial intelligence can improve email marketing performance</li> </ul> <h2>Expert insight</h2> <p>The <strong>80-page</strong> 2017 report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:</p> <ul> <li>Andrew Campbell, Martech Director, First 10</li> <li>Chris Combemale, Group CEO, DMA</li> <li>Riaz Kanani, Joint MD and Co-Founder, Radiate b2b</li> <li>Dave Littlechild, Email, Ecommerce and Sales &amp; Marketing Consultant</li> <li>Kath Pay, Founder and Senior Consultant, Holistic Email Marketing</li> <li>Jordie van Rijn, eCRM and Email Marketing Consultant, eMailMonday</li> <li>Philip Storey, Email Marketing and CRM Strategy Consultant, CEO at Enchant Agency</li> <li>Tim Watson, Email Marketing Consultant, Zettasphere</li> </ul> <h2>Features of the report</h2> <ul> <li>Approach to email</li> <li>Email effectiveness</li> <li>Place in the organisation</li> <li>Optimising for different devices</li> <li>Personalisation</li> <li>Marketing automation</li> <li>Improving email marketing for the future</li> </ul> <p><strong>You can download a free sample of the report to learn more.</strong></p> tag:econsultancy.com,2008:TrainingDate/3234 2017-03-28T13:11:06+01:00 2017-03-28T13:11:06+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> tag:econsultancy.com,2008:BlogPost/68890 2017-03-15T01:00:00+00:00 2017-03-15T01:00:00+00:00 Two innovative ways brands will use web analytics in 2017 Jeff Rajeck <p>In the video below, Mr Clark lays out his vision for web analytics in 2017 and I've then provided a summary, examples, and additional commentary.</p> <p><iframe src="https://www.youtube.com/embed/GlE_uBPa7io?wmode=transparent" width="560" height="315"></iframe></p> <p>So, according to Andy, in 2017 we will see brands:</p> <h4>1. Combine web analytics with marketing automation for a 360-view of the customer</h4> <p>In the past, customer views to websites were largely used for one thing in marketing – to create a personalised ad campaign through retargeting. That is, if someone visited a web page for 'red shoes', we made sure that those 'red shoes' followed them all around the internet.</p> <p><img src="https://assets.econsultancy.com/images/0008/4628/redshoes.jpg" alt="" width="800" height="354"></p> <p>Now, brands are using customer browsing behaviour as input data in order to change many things besides just an ad campaign. Through combining analytics data with marketing automation, marketers are able to use data from multiple sources to achieve multiple marketing objectives.</p> <p>For example, here a <a href="http://tealium.com/resources/webinars-and-videos/real-time-marketing-llbean/">marketing manager from LL Bean</a> describes how abandoned shopping cart data not only improves a retargeting display campaign, but can also improve email, paid search, and the user's future website browsing experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/4631/llbean.jpg" alt="" width="800" height="338"></p> <p>Then through assembling all of the captured data points, companies can produce a 'Universal Visitor Profile' which will be the central repository and source of data about identifiable customers.</p> <p>This will allow brands, then, to treat each member of their audience pool uniquely. The excellent example provided by LL Bean is that having this profile allows the team to assemble an audience of people who have viewed an out-of-stock item and advertise it to them <em>when it becomes available</em>.</p> <p>In doing so, marketing has captured website behaviour, combined it with their stock system, and leveraged it to give customers information that they are looking for through an email or display ad. </p> <h4>2. Integrate web analytics with offline systems for new business insights</h4> <p>It's curious that while most companies will use website data to improve their web experience, it's rare to find one which uses it as an input for enhancing other, non-web related data.</p> <p>This could mean using page views, time on site, or even bounce rate to determine the level of consumer interest in a product or category.  Or, with the right data, <a href="https://en.wikipedia.org/wiki/Conjoint_analysis_(marketing)">a conjoint analysis</a> of product features and benefits could be carried out through highlighting particular combinations on the website.</p> <p><img src="https://assets.econsultancy.com/images/0008/4632/conjoint.jpg" alt="" width="800" height="546"></p> <p>American airline US Airways (now American Airlines) had a <a href="http://tealium.com/resources/us-airways-tag-management/">particularly interesting external use case</a> for its website data. Besides providing air travel, US Airways also made significant revenue from its data monetization partner Adara Media.</p> <p><img src="https://assets.econsultancy.com/images/0008/4633/adara.jpg" alt="" width="800" height="383"></p> <p>But while US Airways had long ago integrated its offline booking system and loyalty programme database, the company website was changing so frequently that the web analytics data was often missing many key data points.</p> <p>Using a tag management solution, though, US Airways was able to greatly enhance the website data passed to Adara, and achieve an annualized ROI of over 400%.</p> <h4>So...</h4> <p>So whether it's through using web analytics to improve your marketing via enhanced automation or repurposing your web analytics to improve internal analysis, 2017 is going to see big changes in how brands use their website data, according to Tealium's Andy Clark.</p> <p>And while it will still be useful for more traditional reporting, the data marketers harvest from their websites can then be used to provide greater value both internally and to customers as well.</p>