They key for marketing to become successful is to shift from the traditional ways of marketing. Traditionally marketing has been focused on talking at people and on transactional marketing, which is focused on closing the transaction. But as you all know in today’s world, the end of the transaction is the beginning of the relationship with the customer so, as marketers are shifting from talking at people and focusing on transaction, to engaging with people, to build personalized and lifelong relationships with people. We call this engagement marketing and we have 5 simple principles – the ABCs of engagement marketing.
Engaging people as:
As Individuals- As opposed to mass marketing. Talking to them in a personalized way Based on what they DO- its about talking to people based on how they are talking to us in terms of behavior just as much as demographic or firmographic information. Continuously over time- as opposed to point in time, disconnected puzzle pieces of campaigns. It’s about having continuous conversations over time Directed towards an outcome – the goal is to get them to the next step of their journey. Whether it is towards a purchase or towards converting a lead to an opportunity. 6:45 Everywhere they are. Buyers are interacting in their own channels, with preferences on how and when they want to interact and the ability to do that.
And that’s really what Engagement Marketing is.
If you think about brands like Amazon and Netflix, they practice these principles of engagement marketing every day when they interact with us in a personalized way when we engage with them on their websites. They interact continuously over time, directing towards an outcome of helping us purchase more in that case and across channels.
It’s all about taking these principles and applying them to everything that we do in our interaction as marketers with our prospects and customers.
Company: Solutions to improve customer experience and business results, ensure compliance, & safeguard people/assets. Used by over 25,000 organizations and 80 of top 100 Fortune companies. Situation: Diverse set of products and solutions. Lacked way to get most relevant content to each site visitor. Wanted to target and engage leads based on profile, score and stage. Evaluation Process: Chose Marketo for multi-user compatibility, rich firmographic data & integration with Marketo Lead Mgmt. Solution: Identify strong lead prospects in top tier B2B enterprise orgs. Easily execute vertical or organization-specific campaigns. Run campaigns from multiple users and manage from multiple locations. Analytics provide insight into which campaigns provide best ROI. Results: Visitors presented with personalized content convert 5X more than avg. Average time on site up 193% for visitors who engaged w/ RTP content. 450% increase in video content consumption with RTP.
In the first month of implementation, Fattal Hotel Chains saw more than 3,300 online visitors click on personalized Calls-to-Action (CTAs). These engaged visitors spent an average of 217% more time on the Fattal Hotel site than before and their average visit durations increased by more than 10 minutes. In addition, these visitors viewed almost 300% more pages per visit, up from an average of seven pages to more than twenty-seven. Fattal Hotel Chains also saw a substantial drop in site visitors who abandoned their visits without getting the information they had come for. In one campaign with RTP, Fattal Hotel Chain targeted non-registered buyers at specific site areas with an offer to join their Valued Customer Club. The result was a 300% increase in click-through-rates compared to other methods such as social media and PPC, while driving an impressive 25% conversion rate. The new memberships gained with the single campaign resulted in substantial revenue for the company. Over all, for the first month with Marketo RTP, visitors who were engaged by RTP campaigns on Fattal Hotel Chain’s site showed a 10X uplift in eCommerce conversion rates compared to the average site visitor.
With Marketo’s engagement marketing platform, MyFitnessPal started by dramatically increasing engagement with users via personalized email communications. That included ramping from 4 emails in 2013 to a robust set of emails intended to engage MyFitnessPal’s 15 million marketing-subscribed users. Using robust testing, personalization and segmentation, MyFitnessPal now sends over 100 million emails per month with incredibly low unsubscribe rates. These emails include a weekly newsletter, recipe round-up, and “workout of the week.” “The ability to test emails without engineering involvement has allowed us to create experiences that boost user engagement with our app and our blog,” says Tara-Nicholle Nelson, the Vice President of Marketing at MyFitnessPal. In addition to email as a direct channel, MyFitnessPal has built a sizeable following on their blog, “Hello Healthy.” By enticing users in other channels with blog content, “Hello Healthy” now has over 4 million unique visitors per month, making it the fifth most trafficked healthy living lifestyle blog on the web. Lastly, based on their deep understanding of each user, as well as how often people are interacting with their app, MyFitnessPal has improved retention and engagement. With a set of creative content campaigns targeted at users who have become inactive, MyFitnessPal now reactivates hundreds of thousands of users each week.