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Global internet
video:
3504 PB/month
4m Google search
queries/min
(*data volume 2015)
Global
consumer traffic:
61.4 PB/mon...
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5 Components of Digital Marketing Operations

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Marketing is increasingly an advanced technology discipline. When well used, it can improve marketing effectiveness 15% - 25%. But using marketing technology effectively is about more than just tech; it's about creating an engine that runs smoothly and evolves continuously. For more, read "How digital marketing operations can transform business" (http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business)

Published in: Marketing, Business
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5 Components of Digital Marketing Operations

  1. 1. Global internet video: 3504 PB/month 4m Google search queries/min (*data volume 2015) Global consumer traffic: 61.4 PB/month 48,000 Apple App- Store downloads/min 20% OFF @ 35% OF 1 THE 5 COMPONENTS OF DIGITAL MARKETING OPERATIONS 1.Successful digital marketing operations can improve marketing effectiveness by 15-25% 3X Companies that apply customer analytics are 3X more likely to generate above-average turnover growth Customer Insights Online and offline data about customers fuels digital operations. 3. 3X 2. Process & Governance Standards and guidelines to help with decisions. The greatest value comes from all five components working in unison. How to govern data utilization across the organization In-house capabilities and managing a porfolio of agencies Decision rights: Technology purchase processes MARKETING AUTOMATION CUSTOMER DATA PLATFORM CONTENT MANAGEMENT A/B AND MULTI- VARIATE TESTING ANALYTICS & ALGORITHMS (PERSONALIZATION, PREDICTIVE) PROGRAMMATIC MEDIA TAG MANAGEMENT DATA MANAGEMENT PLATFORM Customer Supply Chain Customer Supply Chain Marketing Technology Infrastructure All of the marketing operations are supported by technology to enable personalization at scale, automated customer experiences, and workflow efficiency. 4. KPIs and Measurement Decision guidelines and metrics that track customer decision journey performance. Companies that apply customer analytics are 3X more likely to generate above-average turnover growth 25% Customer Experience Customer insights are translated into content and offers, which is then directed through the content supply chain to arrive at the right person, across the right channel on the right device at the right time. One example: Anonymous consumer visits website. Personalized content and offers served based on customer with similar demographic and behavioral attributes. Consumer browses but exits site without converting. Consumer clicks ad, visits website, and buys a product Data from customer is appended with 500+ addition- al data points collect from 3rd parties to enrich profile. 10 minutes after purchase, customer receives personalized welcome email with an offer for a product driven by a “Next Product to Buy” algorithm. Retargeting in programmatic media serves no more than four ads to consumer for a period of 48 hours. Standardized briefing and campaign processes will be focused on customer experience innovation. 50% of investment capital for consumer products By 2015 5. Customers: high lifetime value customer retention, cost of acquisition for each customer segment Growth: market share, growth of share of wallet Marketing ROI: attribution, cross-channel leakage Process: speed to market, analytics quality Sources: http://www.internetlivestats.com/twitter-statistics/ http://dailycrowdsource.com/content/open-innovation/93-starbucks- crowdsources-ideas-to-understand-customer-needs http://contently.com/strategist/2012/02/23/starbucks-twitter-strategy/ http://adage.com/article/news/starbucks-steamed-instant-coffee-category/148403/ http://www.slideshare.net/forrester/the-businessimpactofcx http://www.watermarkconsult.net/docs/Watermark-Customer-Experience-ROI-Study.pdf http://blogs.gartner.com/jake-sorofman/gartner-surveys-confirm -customer-experience-new-battlefield/ http://www.digitaltrends.com/cars/general-motors-500-millionth-car-news/ http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/ http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/

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