Martec’s Law: the greatest management challenge of the 21st century – Chief Marketing Technologist – marketingIO

The majority of marketers (72%) feel that the marketing technology landscape is changing either “rapidly” or at “light speed” — which is evident from the explosive growth we’ve seen in that landscape graphic over the past 5 years.In contrast, the majority of marketers (67%) say that their company’s own use of marketing technology is evolving only “slightly” or “steadily” — or “not at all.”

This is Martec’s Law: technology is changing faster than organizations.And while you might predict that the marketing technology landscape is bound to settle down soon, keep in mind that we’re now on the cusp on an explosion of new innovations in virtual reality, augmented reality, the Internet of Things, conversational interfaces, robotics, artificial intelligence, and so on. The next three years are likely to see more technological change than the last three. (Sorry.)

Source: chiefmartec.comWith apologizes to Moore’s Law. Curated for you by marketingIO: One Source for All Marketing Technology Challenges.

Source: Martec’s Law: the greatest management challenge of the 21st century – Chief Marketing Technologist – marketingIO

Brands as Publishers: 15 Market Leaders That Get Content Right – Insights (source: Newscred)

Today, 20-30% of total marketing budgets are spent on content, giving marketers a real opportunity to engage their customers and drive growth through content marketing. The NewsCred whitepaper provides a deep dive into case studies from fifteen Fortune 500 companies that get content right.

Source: Brands as Publishers: 15 Market Leaders That Get Content Right – Insights

Chapter 1: Tell a Story That Matters Ad campaigns come and go. Stories endure. Attract attention and build audience with content marketing that contributes

Be Useful

By delivering content that is customized, filtered, and relevant, brands have the opportunity to build trust and loyalty with their audiences. Doing this, however, is easier said than done. To start, put yourself in your audience’s shoes. Ask yourself, What’s in it for them? Why should they care? What are they looking for? What kind of information can you provide (best practices, case studies, thought leadership, tips and tricks) that will make their lives easier and better?

Brand awareness and sales are achieved not through traditional advertising, but by developing brand-relevant programs that help users accomplish the task at hand.” – Aaron Shapiro, author of Users, Not Customers: Who Really Determines the Success of Your Business.

Mint.com

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Images: Mint Life Blog

Mint.com provides a way for consumers to track their finances – across savings and checking accounts; credit cards; investments; and home, college and vehicle loans—in a user-friendly web application. In addition to providing insight into spending patterns, Mint delivers bill reminders, alerts and suggestions for saving money. But what really sets Mint apart and helped them acquire 1.5M users?

Their blog. In the early days of the start up, Noah Kagan, co-founder of Mint, focused on building out a unique personal finance blog that spoke to a young professional crowd that he felt was being neglected. The MintLife Blog features updated information about everything from office organization to improving your home’s curb appeal from credit expert John Ulzheimer, consumer advocate Christopher Elliott, and personal finance commentator Beth Kobliner. Attracting 300,000 visitors a month, MintLife became a regular presence on Digg and Reddit, and garnered a social following of 200k on Facebook and another 200k on Twitter.

Using analytics, Mint took a deeper dive into their content. Tracking conversions, conducting A/B tests around messaging and analyzing successful posts, they learned how their audience was interacting with their content and what methods were most successful. insight into their customers’ behavior patterns— allowing them to continually refine their content strategy to make it even more targeted, more relevant and more useful.

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Talk About Product Not People

In spite of boundless technology, most people still turn to friends when navigating purchases. It’s simple: people buy from people. In fact, according to Mintel’s American Lifestyle 2015 report, 70% of U.S. consumers consult friends and family before purchasing. Brands that use relevant, quality content to champion their customers’ (and their company’s) culture stand out from the rest.

RedBull

RedBull Content Banner.png

Images: Redbull

Red Bull, an energy-drink producer that logged revenue of $7.9 billion ≈ net worth of Rupert Murdoch, media mogul, 2011

≈ cost of 2011 Hurricane Irene
≈ Domestic box office gross, 2011

” data-evernote-id=”224″>[≈ net worth of Steve Jobs, founder of Apple, 2011] in 2016, doesn’t talk about their products across their award-winning website. Instead, the company’s strategy is centered on what they call “playground content.” Red Bull hires bloggers to attend events, record the pulse of the community, and write stories about life behind-the-scenes, complete with late – night gatherings at the ski lodge, underground music and fashion, and trips to Austin tattoo parlors. Rather than focusing on the beverage itself, Red Bull’s “playground content” tells the story of the people: from multimedia coverage of global BMX, skateboarding, and motocross competitions, to in-depth interviews with influential musicians like DJ Yoda, Erykah, Badu and the members of Phoenix.

Write Stories, Not Sales Pitches

With millions of websites, blogs, TV shows and apps competing for the attention of users, it’s critical that you write content that grabs people’s attention. The stories that endure—The Catcher in the Rye, The Lord of The Rings, To Kill A Mockingbird—create a universe within themselves through plot, vivid details, and compelling characters. But telling a great story doesn’t mean agonizing over a keyboard. Instead, strive to create content that is original, fresh and never afraid to go exploring.

Intel

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Image: iQ by Intel

In the tech world, it’s the glossy customer-facing companies—Apple, Google, or Instagram—that steal headlines. In this matrix, the stable and steady brands that power the world’s electronics often go overlooked.

Determined to buck this trend, Intel, the $54B ≈ US states’ debt, 2011

≈ Worldwide video game industry, 2011
≈ all real estate in Bronx, NYC, 2010
≈ net worth of Bill Gates, 2011

” data-evernote-id=”236″>[≈ net worth of Warren Buffett, 2011] semiconductor chipcompany, launched iQ by Intel in May. With the site, a publishing platform curated by the company’s researchers and engineers, Intel hopes to “connect with a younger audience and tell them the bigger story of who we are as a brand,” according to editor-in-chief Bryan Rhoads. “Many of them don’t know, so we need to tell them the story of Intel that is beyond PCs and beyond processors.”

The site, organized in a Flipboard-like magazine, features original content and aggregated news stories from sites like The Guardian, paidContent, and Mashable. What sets iQ by Intel apart is its approach to curation. Specifically, the site puts curatorial control in the hands of the company’s 100,100 employees. By passing on ownership, the site functions as a true expression of the company’s collective voice, proving once again that telling a great story doesn’t require a pen.

Chapter 2: Think of Content as Commerce

As the line between brands and publishers becomes increasingly blurred, so does the line between content and commerce. Fashion editors are taking positions at leading e-commerce sites and traditional publishers are now introducing flash sales, local deals, and e-shops. Consumers are also getting smarter about how they spend their time and money, expecting retailers to present them not just with a product to purchase but with an entire lifestyle to go along with it.

Break Down Barriers to Entry

With the proliferation of the Internet, the relationships between online retailer, digital publishers and consumers have drastically changed. Brands no longer need to invest solely in print advertising to make their voices heard. Instead, brands are finding creative ways to capture consumers with their own editorial content. For example, the advertising effectiveness company Flite partnered with MovieConnect to allow users to watch movie trailers and buy movie tickets within the confines of a banner ad. Best Buy created On, a digital magalog with editorial content and advertisements from other brands. Thrillist, an event recommendation site, has pioneered the very concept of “content as commerce” with e-mail newsletters that curate the best of men’s culture while also promoting their commerce site, JackThreads. So what’s the trend? Brands are breaking down barriers to entry, using editorial content to connect directly with consumers.

Tasty

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Image: Buzzfeed Tasty Videos

Since its inception in July 2015, Tasty, the Buzzfeed owned cooking channel has amassed a Facebook following of over 64 million people ≈ population of Italy, nation

≈ population of France, nation
≈ population of Thailand, nation

” data-evernote-id=”250″>[≈ population of United Kingdom, nation] around the world. The secret to their success? Video content.

According to Mark Zuckerberg, Facebook will be predominately video by 2019, which is when they expect to have the technical infrastructure to support large amounts of rich media in users’ feeds. In addition, video content will account for 69% of Internet traffic in 2017, meaning brands should start experimenting with how they can integrate video into their content strategy now. Facebook is already rolling out millions in partnerships with the likes of The Wall Street Journal, Mashable and Buzzfeed, with celebrities Gordan Ramsey and Kevin Kart being paid to use Facebook’s Live.

Buzzfeed’s Tasty does video content right by creating visually stunning, eye catching videos that are just the perfect length to sustain viewer’s attention and make them want to come back for more. Since Tasty uploads videos to both YouTube and Facebook, their videos can easily go viral as both platforms make sharing content easy.

Curate a Lifestyle to Covet

Rather than promoting your blog and e-commerce separately, take a cue from editorially-driven online retailers like Bergdorf Goodman, Barneys New York and Gilt Groupe, who lead with their voice and vision, then carefully layer in their product and service offer. By collating culture, commerce, and “cool,” brands curate a lifestyle—an entire brand experience—that consumers can buy into. Through photo diaries, newsletters, tips and videos, online retailers have an opportunity to create a more connected and meaningful shopping experience— and a strategic business proposition.

Mr Porter

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Images: Mr Porter Style Help

Mr Porter, an offshoot of Net-a-Porter that delivers high-end retail for men, feels like a beautiful online magazine, rather than a retail destination. By layering sales promotions and products under editorial content—how-to tips, video manuals, photo spreads, a weekly journal and call-to-action messaging—the site creates an immersive digital experience. For example, their “Style Guide” promotes their mobile app, (classic essential items every man should own), a “Stylepedia” and even “Style Advisors” who you can call up for advice. Net-a-Porter’s iPad app takes content and commerce a step further. In horizontal mode, the app offers a slideshow of models walking the runway. In portrait mode, individual items appear in a retail environment, ready to purchase at the swipe of a finger.

Get People to Like, Love, Want, Buy

The small things still make a difference. Social media makes it easy for your customers to become brand advocates through small social gestures, recommendations and personal endorsements, you’ll build trust and loyalty and, eventually, transform brand advocates into customers. However, brands may find trouble in converting these acts of engagement into sales, especially on platforms such as Instagram where users cannot ad links to posts. So while a brand may have thousands of followers and active engagement, making it simple to covert these acts into sales can be difficult.

Forever 21

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Images: Forever 21 Like2Buy Instagram

As the 5th largest specialty retailer in the United States boasting over 11 million Instagram followers, Forever 21 saw an opportunity to turn this platform into a money-making machine by teaming up with Curalate’s Like2Buy program. The system allows brands to turn Instagram into a shoppable feed, overcoming the platform’s downside of not having direct links to product pages. Forever 21’s Instagram engagement with well over 100k‘likes’ per image is turned into high-quality traffic and revenue, with brands able to directly measure the ROI of their Instagram strategy. According to Like2Buy, referrers engage with a brand’s mobile site 32% longer and view 29% more pages than the average mobile visitor. In Forever 21’s case, click-through rates from Instagram to their mobile site increased 80%, and turned the platform into a “channel that was built purely for brand awareness into a revenue driver,” according to Mario Moreno, Forever 21’s Global Social Media Manager.

Chapter 3: Meet Audiences Where They Are

Your clients aren’t stationary. You shouldn’t be either. Attracting their attention means moving beyond traditional banner advertising to social and mobile platforms that move as fast as they do. Doing this well means being everywhere your audience is—across platforms and social networks.

Make Sharing Simple

Spotify

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Image: Spotify

According to We Are Social, there are now nearly two billion global social media users. For brands, promoting content across social networks can be daunting. But doing it well, and making sharing easy with accessible prompts and opportunities to act, can take your brand to more places at no added cost. Spotify, for example, owes much of its massive user growth over the past four years to its integration with Facebook’s Open Graph, becoming the channel’s default music service. Spotify’s app makes it seamless for users to share what they are listened to on Facebook and find recommendations from friends. Since its U.S. launch, Facebook has helped Spotify add 50 million users.

Get Your Content out Into the World: Syndicate

Publishers aren’t the only ones with the opportunity to monetize their content through advertising or sponsorships. Brands are encroaching upon this territory too. L’Oréal, for example, brings in new revenue by syndicating the content on Makeup.com and Charles Schwab uses up-to-the-minute financial news content in banner ads to drive traffic to their site.

As a content producer, you’ve spent countless hours developing your voice and opinions through content. Why keep it locked inside a blog or website? Syndication not only offers an opportunity to get your content out into the world, but can also provide an additional source of revenue. Brands As Publishers

American Express Open Forum

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Image: American Express Open Forum

The award-winning educational and networking community, OPEN Forum, was founded by American Express in2007 with the aim of helping small businesses grow. Since its launch, OPEN Forum has passed more than 1 million monthly unique visitors and has grown into a social networking hub that enables small-business owners to communicate and share ideas with one another. Part idea hub, the OPEN Forum arms entrepreneurs and small-business owners with practical information, such as how to leverage Facebook effectively of improve your mental toughness. The platform also enables small-business owners who have an American Express OPEN card to create a profile, share ideas and market their own companies.

The success of OPEN Forum can be accredited to not just the quality of its content, but also its The Numbers250,827 likes on Facebook 152,755 Twitter followers syndication strategy, which gets American Express content into more places and attracts new audiences. “Our mission is to be everywhere our Cardmembers and merchants are,” Leslie Berland, SVP of Digital Partnerships and Development, told Mashable. “To engage with them, service them, deliver unique value that’s shareable and create seamless digital experiences that surprise and delight.”

By syndicating their content through RSS feeds, widgets, rich video and conversational ad units, American Express brings content to the user when and where it is most relevant, creating new levels of customer engagement and reaching new audiences. It also provides Amex with deep insight into how their content is performing around the web so that they can understand who is consuming their content, how it’s being used, on which platforms, and how it’s performing.

Go Mobile

According to Nielsen, 49.7% of Americans own a smart phone.25 Each year, that number increases. What’s even more surprising is that most people look at their phone about 150 times a day, at an average of once every 6.5 minutes.26 According to the digital strategist Jinal Shah of JWT, brands interested in capturing the attention of customers on-the-go need to provide ways to create a mobile content experience thats natural, thats convenient, and offers real-time information like driving directions, prices and reviews.

Major League Baseball

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Images: MLB.com At Bat

Twelve years ago, baseball commissioner Bud Selig asked Bob Bowman, now CEO of MLB Advance Media (BAM), to take Major League Baseball into the digital age. By building MLB. com, apps and online games, Bowman did that— and then some. This year, 65% of BAM’s media will be consumed wirelessly via MLB At Bat: an app that gives users access to live, streaming HD video, archived games, radio broadcasts, highlights and breaking news.

The takeaway? Developing a successful mobile product wasn’t so much about seeing the future as acting on it. At a time when content on the Internet was mostly free, BAM took a different tack. “Our philosophy was just because it’s on the Internet it shouldn’t be free,” Bowman told Fast Company in March.29 “It was a risk.” Bowmen’s bet has paid off. Today the company has 2.2 million paid subscribers and an annual revenue of $620 million ≈ box office sales of The Lion King, 1994″ data-evernote-id=”325″>[≈ box office sales of Jurassic Park, 1993].

Chapter 4: Build an Affordable, Sustainable Content Strategy

Despite all the buzz about content marketing, many companies find that maintaining a robust blog drains time and money. A UMass– Dartmouth survey of the 500 fastest-growing companies listed by Inc. magazine found that only 37% of companies maintained blogs in 2011, down from 50% in 2010.30 While investing in a full editorial team is not feasible for many, building an affordable, sustainable content marketing strategy can be an achievable goal — you just have to be smart about how you go about it.

Find Your Content Balance

Let’s get practical. You want to create quality content that will engage your audiences, keep up with the speed and scale your audiences demand, and be flexible enough to get your content onto new platforms, devices and social networks. But you lack the budget to hire an editorial army.

The Huffington Post

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Images: The Huffington Post

Betsey Morgan, former CEO of the Huffington Post, pioneered the “rule of thirds,” an audience and cost strategy that allowed the publication to grow to a multibillion dollar business. She advises publishers to use one-third aggregated content, one third original content, and one-third voice and opinion.

Brands can learn from this model too. Thought leadership, the first part, defines your brand voice and sets you apart from the crowd. Curated third-party content provides an affordable way to support the objectives of your thought leadership. Finally, social media efforts across Twitter, Facebook, Instagram and Pinterest provide a space for engagement and conversation.

Focus on What you do Best

Creating quality content takes time and resources. Moreover, it can distract you from other marketing priorities. Rather than struggling to manage blog posts, white papers, thought-leadership pieces, newsletters and social media campaigns, do less but do it well. As for the rest? Outsource it.

Complement original content creation with quality, licensed articles, images and video. Seventy percent of marketers plan to do just that over the next 12 months, according to a survey by Brandpoint and the Content Marketing Institute.31 Marketers consider creative storytelling, engaging content and professional-level writing the most important attributes when outsourcing content.

Orange

Orange Content Banner.png

Image: Orange Telecom

With over 17 million customers, Orange Telecom wanted to build their content-marketing and expand their offer as one of the leading destinations in Europe for entertainment news. While their vision was ambitious, Orange Telecom’s marketing team was already stretched. Rather than hiring an editorial team to create original content, they leveraged licensed, curated content to deliver real-time news across four languages.

The team created an entertainment portal that gave people a new way to interact and share entertainment news and multimedia content— whether it was on web, tablet or mobile platforms. With fully licensed multi-media content that automatically updates in real-time—for 1,500 movies in 4 languages, along with music news and reviews for 500 musicians—the portal is easy to maintain. Orange Telecom’s marketing department took on the role of curator rather than content creator, allowing the company to spend their time and dollars on other initiatives without sacrificing quality.

Leverage Technology to Make Life Easier

Advancements in curation technology, semantic analysis and NLP (natural language processing) are enabling brands to create smarter, faster and more targeted content strategies. Leading content marketers, from GE and American Express to Johnson & Johnson, are leveraging technology to do the hard work for them. For example RSS feeds that pull relevant content from around the web, algorithms that add a contextual layer to raw content to make it more meaningful (think of Amazon’s trick, “If you like X, you might also like Y”), and the use of semantic analysis to filter, organize, and customize content.

Pepsi

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Image: Pepsi Pulse

Decades ago, launching a global marketing campaign across 200 markets would have required tremendous effort. Leveraging technology, Pepsi was able to launch Pepsi Pulse, the digital home of their new campaign, Live For Now. In Pepsi Pulse, a multimedia entertainment platform hosted at Pepsi.com, the company blended new technology with a decades-long commitment to supporting musicians. “When we look at what Pepsi really stands for,” Simon Lowden, CMO of PepsiCo, told AdAge, “We’ve been an entertainment platform for as far back as anyone can remember.”

“Pepsi Pulse” offers users a “cheat sheet” of the top 10 entertainment stories of the day surrounded by live tweets from Pepsi fans. Consumers will be able to tweet, “like” and pin items from the dashboard, as well as participate in unique challenges sponsored by celebrities. Just a few years ago, constructing the site would have been a nightmare of individual licensing contracts and copyright laws. Instead, Pepsi partnered with NewsCred to license and curate content. Using NewsCred’s semantic technology and API, they were able to customize the site to a number of hyperlocal markets and launch it in just 3 weeks.

Chapter 5: Be a Platform for Action

Great content marketing isn’t just about promoting your product or service; it’s about providing a platform for action. In a crowded marketplace, the brands that stand out foster genuine community and inspire action around a bigger cause.

Lead With Purpose

The strongest brands put purpose at the heart of what they do. This helps consumers navigate choice. Moreover, it helps brands define their personality, find their voice, and project an authentic image. The strongest brands build a purpose around an idea that is bigger than the product or service they are selling. Your content-marketing strategy should follow suit.

GE

GE Content Banner.png

Images: GE Ecomagination

GE’s brand purpose, “Imagination at Work,” brings the company’s 310,000 employees together around a shared business strategy: creating new value for customers, investors and society by helping to solve energy efficiencies and water challenges. With ecomagination, GE is riding the cutting edge of content marketing, offering its readers a “forum for fresh thinking and The Numbers conversation about clean technology and sustainable infrastructure.” All of GE’s content— from their daily posts on topics like LED lightbulbs and preventing deforestation—hits on this core purpose. Build a content-marketing strategy around a purpose bigger than your company.

Inspire People to do

The Internet drives $1.2 trillion ≈ Central America GDP, 2010″ data-evernote-id=”385″>[≈ All real estate in Florida, 2011] in consumer spending between research and online retail shopping. This intersection of digital and retail worlds is creating a new space for brands and users to interact. According to a report by Barkley, 30% of non-Millennials and 37% of Millennials engage in cause-supported purchasing. With this in mind, the most effective brands use this platform to inspire action, building a forum that enables people to share, communicate, collaborate, make and create—before they even think about making a purchase.

Ted

Ted Talks Content Banner.png

Images: TED Talks

TED created a viral platform for global thought leadership by tapping into our innate curiosity and leveraging the power of quality content. While TED events stand out for their ability to bring the greatest minds together in service of greater ideas, it’s TED’s embrace of technology to distribute video that makes it stand apart.

Today, over 900 TED Talks available in 86 languages—all translated for free by 3,100 Open Translation Projectvolunteers—are available online to almost anyone with an Internet connection. Rather than diluting the TED brand, this syndication strategy has helped the organization grow exponentially. The organization has a social profile that crosses national borders, and includes more Facebook followers than the United Nations, the World Bank, NATO, and the World Economic Forum—combined.

Build Community: on the Ground and in the Cloud

Building a community around your brand is not a marketing strategy; it’s a business strategy. Take Harley-Davidson, for example. Faced with bankruptcy in 1983, Harley turned the company around by putting their community at the center of everything that they did, from marketing programs to operational procedure and governance structure. Since then, they’ve transformed themselves into a $7.8 billion ≈ cost of 2011 Hurricane Irene

≈ net worth of Steve Jobs, founder of Apple, 2011
≈ Domestic box office gross, 2011

” data-evernote-id=”400″>[≈ net worth of Rupert Murdoch, media mogul, 2011] company.

As a content marketer, it is important to remember that your efforts – creating a robust blog, promoting engagement through social media, providing educational tools and resources—won’t mean a thing if they exist in a silo. The solution? Step back and look at the big picture. Build a consistent brand experience across all touch points, merging your offline and online strategy. Focus on helping people meet their needs, whether it’s emotional support, encouragement or engaging with their interests—whether these interests include deep sea fishing, online gaming, or educational support. As Susan Fournier and Lara Lee wrote in the Harvard Business Review, “brand communities are a means to an end, not an end in themselves.”

The Creators Project

The Creators Project Content Banner.png

Images: The Creators Project

In 2009, Intel and Vice magazine partnered to launch The Creators Project: a global network dedicated to the celebration of creativity, culture and technology. The network was founded on the principle of blending the online world with an offline reality, bringing together artists with the digital world. From the record collection of a legendary DJ to a 24-hr panorama of planet earth, the Creators Project features the work of visionary artists who are using technology to push the boundaries of creative expression.

With documentary videos, a content-creation studio and a traveling event series in San Francisco, Paris, São Paulo, Seoul, Beijing and New York, The Creators Project built community around a shared interest in creative expression, taking the idea of “content + marketing” far beyond the blog.

Amazon offers nationwide discount on back of Havas Meaningful Brands survey, as it launches John Lewis-style ad | The Drum

Amazon offers nationwide discount on back of Havas Meaningful Brands survey, as it launches John Lewis-style ad | The Drum.

Amazon is offering Brits a £10 discount on any order over £50 on the back of a Havas Media survey, amid wider marketing activity to promote its Prime service which kicked off over the weekend (31 July).

The results of Havas’ ‘Meaningful Brands’ global study, which involved over 20,000 people in the UK, were revealed earlier this year but only recently received wider industry recognition.

https://www.youtube.com/watch?v=Ez3o7L0R3rg

The Meaningful Brands metric was related to how consumers’ quality of life and wellbeing connects with brands at both a human and business level. Specifically, it looked at the role brands play in communities, how they impact self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness as well as marketplace factors such as quality and price of goods.

Amazon topped the list in the UK, with 64 per cent of people saying they would care if the retailer disappeared. M&S and John Lewis – viewed as ‘ethical’ heritage brands – followed Amazon, with discount retailer Aldi and Sainsbury’s rounding off the top five.

To say thank you, Amazon has rolled out the £10 off promotion.

“We are grateful to customers for ranking Amazon #1 across Britain’s retailers,” said Christopher North, managing director at Amazon UK.  “You can count on us to continue working hard to set ever-higher standards for customer experience.”

The ‘BIGTHANKS’ promotion coincides with the roll out of a UK marketing campaign to bolster uptake of its Prime service.

The ad takes a different approach to previous Amazon activity, which has previously relied on consumer testimoials to woo new shoppers. Instead, the brand has followed the likes of John Lewis and Nationwide in running more emotive led creative in order to showcase what their services mean to customers rather than focus on the more funcitonal benefits.

To that end, Amazon’s latest ad follows the story of a little boy on the first day of nursery.He is showen nervously trying to fit in, as his anxious father watches through a window. His dad is then seen buying something via the Amazon mobile app, before the ad cuts to the next day when the little boy arrives at nursery wearing a superman costume.

It ends on the line: ‘Millions of ways to save the day, delivered in one day’.

Prime is Amazon’s key asset in its ambitious plan to create an ecosystem where users will spend more time and money. Over the past six-months it has ramped up its strategy to sign up new members, namely with the launch of the Prime Day last month.

Open only to Prime members, it offered discounts across thousands of goods for 24 hours. Amazon has not yet offered data on how many new members it attracted, but claims that global order growth increased 18 per cent on Prime Day versus the same day last year

IDC Predicts Turmoil For CMOs In 2015: 25% of CMOs will be replaced every year through 2018.

IDC Predicts Turmoil For CMOs In 2015.

 

Late last year IDC’s CMO Advisory Service released its 10 predictions for the next three years. Kathleen Schaub, vice president of the practice, summarized the findings this way, “Our theme for the coming year is turmoil versus transformation. There’s a lot of activity going on and some people are actually moving forward, but there’s also a lot of spinning and a lot of trial and error.

“We see that marking transformation is at a point where marketing people get that they’ve got to take [new] roads and these roads need new and different kinds of content. They need to start engaging with buyers earlier. They need to use data to personalize. They need technology in order to be able to accomplish that. These fundamental facts about modern marketing everyone get now. [Marketers] pretty much all tried to do this and now realize how difficult it is, how interrelated it is and how much has to change in such a fundamental way in order to be able to make this happen. There are a few places here and there that are starting to put things together, but the scary stories are coming back as often as the winning stories.”

IDC CMO FutureScape 2015 (2)

Here are IDC’s 10 predictions with my editorial comments:

  1. 25% of CMOs will be replaced every year through 2018. The big issue to me that contributes to this turnover is the redefinition of the CMO role. No longer can a CMO simply be the “brand champion” who primarily uses advertising to accomplish her goals. In the era of modern marketing, customer experiences will trump advertising campaigns. CMOs must become champions of great experiences at every step of their customers’ decision journeys. Those who rise to this new standard with thrive. Those who don’t will be in jeopardy of losing their jobs.
  2. By 2017, 25% of marketing organizations will solve critical skill gaps by deploying centers of excellence. Very similar to how CMOs dealt with the explosion of digital and social media over the past decade, scarce talent will be a centralized resource used to shore up business units’ gaps. The emergence of the chief marketing technology officer (CMTO) is one response to centralizing the competencies needed to build the data and technology infrastructure required for modern marketing.
  3. By 2017 15% of B2B companies will use more than 20 data sources to personalize a high-value customer journey. Having personalized experiences at each touch point is the holy grail of modern marketing. Creating a unified view of an individual customer requires connecting that customer’s data from every interaction system, most of which are siloed today. Having a data integration plan should be at the top of every CMO’s 2015 agenda.
  4. By 2015 one in three marketing organizations will deliver compelling content at all stages of the buyer journey. Congratulations to the third who will get there this year. But for the rest of you, what’s holding you back?
  5. In 2015 only one in five companies will retool to reach line of business buyers and outperform those selling exclusively to IT. Ouch! With more and more applications being delivered via a SaaS model, business users can procure the tools they need directly for suppliers more easily. Look at what has happened in marketing with marketing cloud applications, and in sales with products like SalesForce.com. The 80% of companies slow to adjust to this new reality will be in trouble soon.
  6. By 2017 50% of larger high-tech marketing organizations will create in-house creative services. Retailers did this long ago to produce Sunday circulars more cost-effectively. Manufacturers are trying to create efficient content production teams now. This model can work for production content, but most firms will realize hiring and keeping top creative talent will be a challenge. I expect to see a hybrid model that uses both internal production teams and outside agencies to develop the most effective portfolio of content.
  7. By 2018 20% of B2B sales teams will go “virtual,” resulting in improved pipeline conversion rates. Let’s face it, highly paid sales people don’t want to mess with prospects who aren’t ready to buy. But as customers discover and explore solutions online, they may have questions that they can’t answer independently. I’m seeing more marketing organizations create lead nurturing call centers to fill this gap. When done well, customers have better experiences and sales get a higher percentage of highly qualified buyers.
  8. By 2017 70% of B2B mobile customer apps will fail to achieve ROI because they lack customer value-add. I believe this failure happens for two reasons. First, companies believe they must have a mobile app so they rush something to market that helps them push their agendas instead of taking time to understand what the customer actually needs. Second, most companies don’t need an app. What customers really want is a mobile-optimized website (which is already connected to your back-end systems) to get the information they need whenever and wherever they want it. In 2015 I’d suggest you resist being “app happy” and instead become truly “mobile friendly.”
  9. By 2017 25% of CMOs and CIOs will have a shared roadmap for marketing technology. Why isn’t this 100% in 2015? It should be! No excuses for waiting until 2017.
  10. By 2018 20% of B2B CMOs will drive budget increases by attributing campaign results to revenue performance. Yikes! Only 20%. Sure building measurement systems isn’t easy, but the tools do exist to help you learn what works and doesn’t. For the CMOs who don’t make progress on multi-channel program attribution in 2015, re-read prediction #1. Your job will be in jeopardy.

5 Key Trends about Social Media Marketing in 2015

Social Media has cemented its hold on businesses as more and more marketers indicate that they are placing a high value on it and are wanting to master social tactics that effectively engage their audience. The past year has seen an increase in Social Media Marketing through countless studies, practices, industry trends and even some major acquisitions in the space. However, the exciting possibilities are yet to come as Facebook and Twitter announce potential “buy” buttons that help drive an even more personalized experience to consumers. Trends such as paid amplification, content directed to new wearable tech, native advertising are just some of the examples of what’s to come in 2015.

With the wide variety of trends ready to launch in 2015, we decided to reach out to experts and get their predictions for Social Media in the upcoming year.
Read more at http://www.business2community.com/social-media/future-social-media-25-experts-share-2015-predictions-01104113#iCjS0xU0pH05q7XC.99

Which single digital marketing technique do you think will make the biggest commercial impact for you in 2015?

Content marketing topped the poll for the third-year running and in fact was even further ahead compared to previous years since mobile marketing and social media marketing have declined in importance as marketers have implemented these changes. It’s close for second, third and fourth position.  It’s significant that ‘Big Data’ is still in second position although the hype has receded. This shows the potential for companies to implement more data-driven marketing techniques in 2015, which will likely be closely related to marketing automation which is in third place.

Source: http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2015/

Digital marketing trends 2015 survey

By 2018, 25% of CMOs and CIOs will have a shared road map for marketing technology

FRAMINGHAM, Mass.: IDC Reveals CMO / Customer Experience Predictions for 2015 | Business Wire | Rock Hill Herald Online.

The predictions from the IDC FutureScape for CMO/Customer Experience are:

1. 25% of high-tech Chief Marketing Officers (CMOs) will be replaced every year through 2018.

2. By 2017, 25% of marketing organizations will solve critical skill gaps by deploying centers of excellence.

3. By 2017, 15% of B2B companies will use more than 20 data sources to personalize a high-value customer journey.

4. By 2018, one in three marketing organizations will deliver compelling content to all stages of the buyer’s journey.

5. In 2015, only one in five companies will retool to reach line of business (LOB) buyers and outperform those selling exclusively to IT.

6. By 2016, 50% of large high-tech marketing organizations will create in-house agencies.

7. By 2018, 20% of B2B sales teams will go “virtual,” resulting in improved pipeline conversion rates.

8. By 2017, 70% of B2B mobile customer apps will fail to achieve ROI because they lack customer value add.

9. By 2018, 25% of CMOs and CIOs will have a shared road map for marketing technology.

10. By 2018, 20% of B2B CMOs will drive budget increases by attributing campaign results to revenue performance.

“CMOs must overcome the gravitational pull from the past, now. The tools of disruption, such as cloud-based marketing technology, predictive analytics, content marketing, and social media, are marching towards mainstream. IDC is confident that these ten decision imperatives pinpoint the nerve center of the marketing disruption. They represent opportunities for CMOs who are willing to step up to the next stage of leadership. Right focus will ensure that all the hard work will result in true transformation, and not just turmoil,” said Kathleen Schaub, Vice President with IDC’s CMO Advisory Service.

 

The State Of Digital Marketing In 2015: #Data #automation #fraud #personalization #dco (marketingland.com)

source:

The State Of Digital Marketing In 2015

by columnist James Green

The digital marketing industry is experiencing a major transformation.

The current state of digital is directly tied to data. Data are everywhere, informing marketers about audience interests, consumer intent, and device activity.

As mobile use continues to increase and media is progressively being bought programmatically, consumers expect a seamless and entertaining online experience.

With marketers and their agencies well underway with planning for the year ahead, here are a few trends that likely will be top of mind in 2015.

1. Big Data Will Become Bigger

Companies are sitting on massive amounts of analytics related to sales, purchase history, search activity, site interactions and more.

While this data is valuable, any single data point taken in isolation can give you a very warped view of the customer.

Linking data together and leveraging a historical trail of data points allows you to obtain bigger insights into what your customers are looking for and where they are going next.

The world of big data gives marketers the most complete obtainable customer profile, which informs audience strategies, smarter media buying and creative decisions.

Big data will only become bigger and bigger as data sources are combined.

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 2. First- And Third-Party Data Will Be A Hot Topic

Within the world of big data is the combination of first and third party data sources. Brands will be retargeting customers based on their buying patterns, combining their own customer data with intent data from around the web.

Marketers want to know when their customers are in market for a good or service so that they can sell to them before they visit a website.

Incorporating data from social, location, search and site will improve the ability to attract customers at multiple stages of the consumer funnel, improving and optimizing your retargeting strategy for both prospecting and retention.

3. Automation Will Continue To Increase

Eventually, all media buying will become automated.

The swapping of insertion orders will be replaced by systems that seamlessly communicate with each other to reduce the duplication of work and improve accountability, measurability and efficiency.

The more interesting trend to watch will be how much media will switch to RTB. Over time, it’s likely that 100% of direct response advertising will be bought in real time; but how far up the funnel this trend will go remains to be seen.

There will always be a place for Super Bowl ads and other high-impact units on high-impact sites. However, these ads will be bought where there’s a large audience and will not be based on individuals, so they won’t be bought through RTB.

That said, over time, more and more advertising is going to be bought in real time, even TV.

4. Ad Fraud Will Still Be A Concern

Ad fraud won’t be much more than a blip on the road to RTB dominance. There are many companies and organizations fighting it.

Fraud, or suspicious activity as it’s sometimes euphemistically called, is simply a duplication of what happened to search at the turn of the century.

Search was easier to control because there was really only one provider (Google), and they fought it directly.

Now, fraud is recognized to be 5-10% of all search clicks. Display fraud is more complicated because of the large number of players in the space: publishers, ad servers, Supply Side Providers (SSPs), Demand Side Providers (DSPs), ad exchanges and other intermediaries.

As of now, there are a myriad of providers that can help, and only the reckless few don’t use these tools to avoid fraudulent activity.

Unfortunately, there will never be a real “crackdown” on fraudsters because these players are based in countries where these activities are not necessarily illegal. So, chasing them down seems unlikely to happen.

5. The Need For Personalized Advertising Will Grow

The opportunities for personalized advertising will continue to grow as the adoption of apps, location based advertising and dynamic creative optimization (DCO) increases.

There are so many data elements available to advertisers, enabling them to transform generic advertising into relevant marketing in real time, regardless of their device and location.

We will see this trend continue into 2015, as purchase, product level and search activity are used to predict consumer intent and therefore, inform which ad to show, and when, as well as what creative elements should be optimized within the ad itself.

In 2014 we witnessed new platforms, channels and technologies that led to major shifts in the industry and positioned data as the main ingredient for finding, reaching and engaging customers.

The biggest theme of 2015 will be “big data” as we see data sources coming together to create meaningful 360-degree customer views and actionable analytics that inform and even transform your marketing strategy.


 

What will happen with marketing technology in 2015? – Chief Marketing Technologist

What will happen with marketing technology in 2015? – Chief Marketing Technologist.

BY 

Extract of:  http://chiefmartec.com/2014/11/will-happen-marketing-technology-2015/?_tmc=ikVT-mhlzpmGJIs1TIjdrGxuhUhJgFjABsLKMAvrZqQ

So here are 7 not-quite-predictions that I believe about marketing technology in 2015:

#1. Marketing technologists will multiply. Whatever label you want to put on them, the number of technical professionals working in the service of marketing is clearly on the rise. I’m hearing the term “marketing technologist” used more frequently, and I expect that it will gain more traction in the year ahead. Where will these previously nonexistent marketing technologists come from? Many will migrate from IT, where a subset of those professionals are eager to apply their technical talents in the pursuit of more exciting, customer-facing innovations that are recognized as driving revenue, not merely containing expense.

#2. The marketing technology landscape will grow, not shrink. Yes, there will continue to be big deals that feed the counter-narrative of consolidation. For instance, if Microsoft does fulfill my prediction, that will be a consolidation. However, the number of new entrants will continue to outpace the number of exits (happy or otherwise). As Neeraj Agrawal of Battery Ventures said in his Q&A with me, we’re just in the 4th inning of the game. There’s moneyThere’s opportunityAnd it’s never been easier to create software in the cloud.

I can make a promise — stronger than a prediction — that the 2015 version of my marketing technology landscape will have more companies represented than 2014. And yet it still will be woefully incomplete.

The next three factors, however, will make this incrementally more manageable.

#3. The ISV ecosystems around major platforms will flourish. 2014 was a remarkable year for the public support that many of the major enterprise marketing cloud providers — Adobe, IBM, Marketo, Oracle, Salesforce.com — gave to their ISV communities. Marketo recently celebratedover 400 third-parties officially in their LaunchPoint ecosystem. The message: one company can’t do it all. I believe these platform strategies will accelerate in the year ahead, and they will make it easier to find and integrate the right capabilities from a very large field of more specialized vendors. I expect that we’ll also see some impressive innovations in the depth of these plug-and-play integrations — they’ll fit into a platform’s user interface and data services features much more seamlessly.

#4. The adoption of “marketing middleware” will increase. Tag management systems, data management platforms (DMPs), customer data platforms (CDPs), cloud app connectors, enterprise service buses (ESBs), etc., have all had a terrific year and are poised for more growth in 2015. These software solutions provide a layer of marketing data management that spans many different systems. When implemented well, they make heterogeneous marketing stacksmore manageable — which also enables brands to avoid being cornered by a single vendor. Greater IT talent applied to marketing technology management will help proliferate these more advanced and adaptable architectures.

#5. The line between software vendors and service providers will blur. Everyone in the marketing technology field should read Software vs. Services: Is There Really A Difference byMartin Kihn of Gartner. This is so spot-on. And with Publicis’s pending acquisition of SapientNitro, the stakes for the major agency holding companies to embrace this blurring have ratcheted up considerably.

Having reflected on marketing-as-a-service (MaaS) since my debate (in the comments) about itwith Gerry Murray from IDC last month, I think he’s right: it’s going to be a major channel for marketing software. But not just for the big marketing clouds. This will be a tremendous channel for innovative and niche marketing applications — including specialized software programs, everything from custom algorithms to cross-system “glue,” that will be developed by those service providers themselves to create non-commoditized competitive advantages.

Those last three — ISV ecosystems, middleware, as software/service convergence — all help make a rich and diverse landscape of marketing software more accessible to marketers who don’t want to get bogged down in a bunch of complex integrations themselves. Effectively, they can now offload that technical effort to vendors, middleware architectures, and service providers. It begins to turn the vast scale of the landscape from a bug into a feature.

#6. Several big companies will become new entrants in the marketing tech space. Dell’s entrance is the most recent example. I’ve already made my prediction for Microsoft. Other classic tech giants that I would keep an eye on include Cisco, Citrix, Intel, Intuit, and Xerox. I also believe that Amazon, Facebook, Google, LinkedIn, and Twitter will significantly expand their software offerings to marketers — LinkedIn’s acquisition of Bizo is Exhibit A — which will start to impact the competitive dynamics with marketing clouds from the “traditional” enterprise software companies.

#7. All of marketing technology will be hot — but some categories will be really hot. 2014 was the year of content marketing and predictive analytics, which will remain big. Next year, I think we’ll see five other categories gain traction. Four of them — sales enablement, post-sale customer marketing, marketing finance, and marketing talent management — are all about hybridization between marketing and other departments: sales, customer service, finance, and HR, respectively. The fifth will be innovations related to the Internet of Things (IoT). Yes, I can’t but help cringe a bit when I say that, as I know there’s a lot of hype around IoT. But the reality is that with ubiquitous connectivity and device proliferation, the field of hybridized online/offline experiences is almost — almost — ready to blossom.

Actually, I believe there’s also a sixth category that will be on fire in 2015 — interactive content. I feel a little sheepish saying that because, well, my company, ion interactive, offers interactive content marketing software (you can read the story of our pivot here). So you could certainly argue this is my “hope” more than a prediction. But, if you’ll indulge me for a moment, it’s evident that content marketing is becoming a victim of its own success: the noise of passive content (the world-wide web of white papers and webinars!) is deafening, steadily reducing its efficacy in engaging and educating prospects. Interactive content changes the rules of that game, by letting marketers produce more permanent customer experiences instead of just more transient customer communications. And it’s not just me. I’ve been seeing a lot of new competitors emerge in the category. There’s going to be some really interesting innovations around interactive content in 2015. In keeping with the hybrid theme of the other five categories, think of this as the hybridization of communications and experiences.

Aislelabs Engage: analyser le comportement des consommateurs dans le magasin physique et au sein des sites et applications (Instore retargeting via mobile)

Le regargeting en magasin fait décoller le marché du marketing mobile-%post_id%.


AisleLabs_1
Les acteurs de l’ad tech et les marketeurs commencent à réaliser l’importance du marketing digital in-store et surtout du lien qu’il est nécessaire de faire entre le magasin physique et les applications et sites mobiles, un maillon encore faible de la chaîne malgré son importance. Un exemple très récent de cette prise de conscience est le partenariat que la plateforme de publicité programmatique SiteScout vient de signer avec AisleLabs, un spécialiste du retargeting in-store.

Le retargeting in-store est une façon un peu grossière d’appeler le retargeting qui permet aux annonceurs de communiquer avec leurs clients et prospects pendant et après qu’ils soient passés dans le magasin.

L’outil Aislelabs Engage permet d’analyser à la fois le comportement des consommateurs dans le magasin physique et au sein des sites et applications en ligne. Se servant des technologies Wifi, GPS et notamment iBeacon – qui identifie où l’internaute se trouve dans le magasin au rayon près – AisleLabs permet aux marketeurs d’envoyer des messages personnalisés à ces cibles. L’outil fournit une analyse sur les profils des visiteurs, segmentés en fonction de leurs différents comportements de recherche et d’achat.

Suite à ce partenariat, un commerçant utilisant Aislelabs Engage avec son application mobile, par exemple, pourra mieux comprendre le comportement de son client dans le magasin et utiliser la plateforme RTB de SiteScout pour le recibler sur Internet, dans son smartphone ou tablette, ou sur les réseaux sociaux comme Facebook.

« Notre vision a toujours été de connecter le comportement du consommateur en ligne et dans le monde physique. A travers cette nouvelle offre avec SiteScout, nous sommes encore plus près de rendre cette idée réalité. Le concept de recibler les visiteurs d’un magasin physique, une fois qu’ils sont en ligne, vient combler une lacune dans le marché », affirme Nick Koudas, co-fondateur et CEO d’AisleLabs.

– See more at: http://www.ad-exchange.fr/le-regargeting-en-magasin-fait-decoller-le-marche-du-marketing-mobile-15307/#sthash.70bzHHFf.dpuf