Adapted and updated from a Response 2013 presentation developed with some data provided by the CMO Council. Presented at the MENG San Diego meeting in November, 2013
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?Universem
This document discusses how to get the most value from search engine advertising (SEA) campaigns through the use of web analytics. It outlines different levels ("belts") of analytics sophistication, from basic tracking and optimization to more advanced customer-level analysis. Higher belts involve calculating customer acquisition costs, optimizing bids based on ROI rather than clicks, and using cohort analysis to understand customer purchasing behavior and impacts of marketing spend over time. The document advocates moving beyond session-based metrics to integrate customer data and take a multi-channel view to keep up with changing customer behaviors.
[ Overit Webinar ] Grow Your Business: Growth Marketing and Why You Need It Overit Media
Growth marketing focuses on driving traffic and leads throughout the entire sales funnel. It requires establishing key performance indicators, digital marketing strategies, and data infrastructure to track results. Experimentation and iteration are important to optimize each part of the funnel. Digital efforts like SEO, paid search, social media, and email nurturing are used to generate website traffic and qualified leads. Scoring systems assess lead behavior and quality as leads move through nurture sequences. Data is analyzed to identify highest converting channels and improve the customer journey from awareness to conversion. While focused on metrics like cost per lead and lifetime value, growth marketing principles apply whether selling products, services, or non-profits.
Your shoppers are evolving, is your shopper marketing? Right now you can connect offline and online advertising to create immersive shopper experiences and increase sales. We will explain how retail has become the foundation for data-driven shopper marketing and how smart marketers are leveraging this to execute true omni-channel campaigns. You’ll receive actionable insights and strategies that will help you take your marketing to the next level.
Grocery - The New Consumer Shopping JourneyLaunchfire
Digital influence on in-store grocery sales has increased significantly in recent years and is expected to impact nearly half of all sales by the end of 2016. Many consumers now research products, compare prices, and read reviews using their smartphones while shopping in physical stores. This mobile influence is highest among millennials, over a third of whom look up coupons, compare prices, and search for recipes on their phones during grocery trips. As customer shopping habits continue evolving, grocery retailers need to target consumers at the purchase stage with mobile promotions that highlight products, recipes, and discounts to drive more in-store sales.
Turn Online Reviews into Data Driven Business Decisions-2Jon LeMire
Turn Online Reviews into Data Driven Business Decisions
Online reviews provide valuable consumer feedback and insights. Businesses can use social listening tools to analyze large volumes of reviews to better understand consumer sentiment, identify issues, innovate products, and stay ahead of competitors. DataRank is a social intelligence platform that helps companies gather competitive intelligence from online conversations to improve marketing and business decisions.
3x3 Insights - The Digital Transformation of Alcohol RetailConner Downey
This document discusses the digital transformation of alcohol retail. It begins with an introduction of the presenter, Brad Davis, and his background. The presentation then covers: why digital is important for retailers today due to factors like the Amazon effect; how understanding customers is key through analytics; the power of personalizing the customer experience; and providing convenience through fulfillment options like buy online pickup in store. The digital strategy discussed incorporates analytics, personalized communications, omni-channel experiences, and incorporating stores into order fulfillment.
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?Universem
This document discusses how to get the most value from search engine advertising (SEA) campaigns through the use of web analytics. It outlines different levels ("belts") of analytics sophistication, from basic tracking and optimization to more advanced customer-level analysis. Higher belts involve calculating customer acquisition costs, optimizing bids based on ROI rather than clicks, and using cohort analysis to understand customer purchasing behavior and impacts of marketing spend over time. The document advocates moving beyond session-based metrics to integrate customer data and take a multi-channel view to keep up with changing customer behaviors.
[ Overit Webinar ] Grow Your Business: Growth Marketing and Why You Need It Overit Media
Growth marketing focuses on driving traffic and leads throughout the entire sales funnel. It requires establishing key performance indicators, digital marketing strategies, and data infrastructure to track results. Experimentation and iteration are important to optimize each part of the funnel. Digital efforts like SEO, paid search, social media, and email nurturing are used to generate website traffic and qualified leads. Scoring systems assess lead behavior and quality as leads move through nurture sequences. Data is analyzed to identify highest converting channels and improve the customer journey from awareness to conversion. While focused on metrics like cost per lead and lifetime value, growth marketing principles apply whether selling products, services, or non-profits.
Your shoppers are evolving, is your shopper marketing? Right now you can connect offline and online advertising to create immersive shopper experiences and increase sales. We will explain how retail has become the foundation for data-driven shopper marketing and how smart marketers are leveraging this to execute true omni-channel campaigns. You’ll receive actionable insights and strategies that will help you take your marketing to the next level.
Grocery - The New Consumer Shopping JourneyLaunchfire
Digital influence on in-store grocery sales has increased significantly in recent years and is expected to impact nearly half of all sales by the end of 2016. Many consumers now research products, compare prices, and read reviews using their smartphones while shopping in physical stores. This mobile influence is highest among millennials, over a third of whom look up coupons, compare prices, and search for recipes on their phones during grocery trips. As customer shopping habits continue evolving, grocery retailers need to target consumers at the purchase stage with mobile promotions that highlight products, recipes, and discounts to drive more in-store sales.
Turn Online Reviews into Data Driven Business Decisions-2Jon LeMire
Turn Online Reviews into Data Driven Business Decisions
Online reviews provide valuable consumer feedback and insights. Businesses can use social listening tools to analyze large volumes of reviews to better understand consumer sentiment, identify issues, innovate products, and stay ahead of competitors. DataRank is a social intelligence platform that helps companies gather competitive intelligence from online conversations to improve marketing and business decisions.
3x3 Insights - The Digital Transformation of Alcohol RetailConner Downey
This document discusses the digital transformation of alcohol retail. It begins with an introduction of the presenter, Brad Davis, and his background. The presentation then covers: why digital is important for retailers today due to factors like the Amazon effect; how understanding customers is key through analytics; the power of personalizing the customer experience; and providing convenience through fulfillment options like buy online pickup in store. The digital strategy discussed incorporates analytics, personalized communications, omni-channel experiences, and incorporating stores into order fulfillment.
3x3 Insights - The Digital Transformation of Alcohol Retail3x3 Insights
-- Thriving in Today's Beverage Alcohol Marketplace --
The Colorado Licensed Beverage Associated hosted its first education seminar on August 1st from 2pm to 5pm. During this event, we discussed the changes happening across alcohol retail and ways you can compete for customers.
This presentation, by 3x3 Insights, discusses The Digital Transformation of Alcohol Retail.
Omnichannel Retail: You Need to Know These GuysWhisbi
The most exciting thought-leaders, consultants and media outlets for news and insights, leading the omnichannel retail and customer experience transformation. (With one surprising contestant!)
Based on the top list: http://www.whisbi.com/blog/top-list-omnichannel-retail-influencers/
Note: this is not a ranking, neither has a direct interdependence with follower count. Also, we would love to keep on updating the collection over time. (In fact, we've already added 1-2 extra candidates based on suggestions by the community.)
G/O Sales Summit: How to Target the "Always On" Student to Increase EnrollmentsGODigitalMarketing
G/O Digital's education expert shows how to build a proven strategy focused on uniquely targeting prospective students and effectively increasing student enrollment.
With the holiday season approaching, the research surveyed more than 2,000 American adult shoppers, exploring their current attitudes, habits, and use of technology as part of the shopping experience. It shows that to succeed during the holidays, retailers need to fix the disconnected shopping experiences, empower store associates with technology and target the trillion-dollar millennial consumer.”
Winning with customer data: Successful brands challenge data from big tech to...National Retail Federation
This document discusses strategies for brands to challenge data from large tech companies in order to grow their margins and market share. It notes that while social media usage and advertising revenues are growing, social media often underperforms other marketing channels in driving conversions. However, social media is better at driving consideration than direct conversions. The document advocates rethinking social media strategy and metrics to focus on engagement over conversions since social media users are usually not ready to purchase. Attribution models also need to be reworked to better account for social media's role in the full customer journey.
NRF 2019 has confirmed that online and offline experiences are becoming one, putting the consumer at the center of all retail practices. In this report, we decode the main takeaways from NRF 2019.
Discover what the Retail industry will look like in years to come!
The Store Experience Design Debrief by PSFK outlines the major pillars that retailers will need to leverage to hone their store experience over the next decade and design physical stores to encourage visits, engage shoppers and complement the hybrid nature of retail today. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services.
For a copy of this report, please visit: psfk.com/store-design-debrief
Three Pillars of a Successful Mobile Marketing StrategyRetale
Christine Cline, Vice President of Marketing at Retale, shared at the 2017 PFMA Annual Conference how to successfully pivot your mobile marketing strategies to reach grocery shoppers on whatever device they may be using.
Mobile commerce is growing rapidly as people increasingly rely on their mobile devices for product information and purchases. If businesses do not have a mobile website or mobile advertising, they are missing out on significant sales opportunities. Research shows that most shoppers now use mobile devices to research products and prices while shopping in stores and online. As mobile internet and smartphone usage continues to rise, mobile commerce sales will likely continue growing substantially in the coming years.
Transformation of Search Summit - The Era of Ecommerce - October 2018Clark Boyd
New research from ClickZ and Catalyst has found that the ecommerce customer journey is nonlinear and nonexclusive. Consumers visit Amazon and Google in great quantities, but there are numerous other, important retailers that advertisers largely ignore. This presentation highlights the key findings from the new report, as discussed at the Transformation of Search Summit in New York.
Three ecommerce trends in 2013 are omnichannel shopping, the rise of digital decision making power, and big data analytics. Omnichannel refers to consumers researching and purchasing across multiple channels like online and in-store. Digital devices now influence most of the purchasing process, and big data can track consumer journeys across channels to improve personalization and conversions.
parago’s third annual shopper study, “Let’s Make a Deal,” reveals that deal seeking has grown significantly in the past year. It is now a behavior consistently seen in shoppers from all demographics. Deal seeking is no longer just trendy or born completely out of necessity. Shoppers continue to seek out the very best prices and are willing to go out of their way to save even a little bit.
parago creates engaging solutions that inspire actions & impact results
As the most comprehensive single-source provider of incentives and engagement,
we deliver $2 billion in rewards to 50 million people worldwide each year using our
advanced technology. Our relentless focus on innovation drives better results,
making us the smart choice.
• consumer rebates & promotions
• employee rewards & recognition
• sales & channel management
• energy efficiency incentives
3 ways to get more local customers through mobile marketingMary Aldoseri
This document provides 3 ways for businesses to get more local customers through mobile marketing. It first discusses how mobile marketing works and why businesses need it given mobile usage statistics. The first way is to get locally listed on maps, search engines, and location-based review sites since most searches and photos online include a location. The second is to ask for online reviews since most consumers trust reviews as much as personal recommendations. The third way is to invest in a mobile app because mobile ad spending and app usage is growing significantly.
Effective lead generation is about understanding audience behaviour, embracing technology and being distinctive. This infographic summarises b2b buyer behaviour.
This document discusses strategies for financial advisors to market their services, including strategic networking, referrals, client events, and targeted messaging. It provides statistics showing that targeted messaging and video marketing can increase client engagement. The document also notes that affluent clients are increasingly using mobile devices and that financial advisors should have a mobile marketing strategy to reach these clients.
Banks are facing increased competition in the digital channels. Focus should be on innovative services that will fulfill and surpass customers' expectations. This could provide competitive advantage.
eMarketer moderates a special presentation with Danielle King Sherman, vice president at Kelton Research and Bill Schneider, vice president of product marketing at SheerID. Watch as they uncover findings from their latest consumer study which surveyed 1,000 shoppers on what factors motivate them to try a new brand, make a first purchase and shop more frequently.
Case Study: "Turning Loyalty Into Advocacy: The Evolution of Incentivized Mar...iMedia Connection
This document discusses how brands are evolving loyalty programs into advocacy marketing by incentivizing customers and social media influencers to recommend products to their friends and family. It notes that declining organic reach on Facebook and millennials trusting peer recommendations more than brands requires new advocacy strategies. Specifically, it highlights how mobile devices have increased opportunities for advocacy as people check their phones over 200 times daily and 120 million shop, research, and buy on their phones and tablets. The document also provides examples of using advocacy marketing to increase brand awareness, drive foot traffic, and acquire new customers.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
This document discusses secrets to building a world-class business through leadership marketing. It outlines six key roles of successful marketing leaders and organizations: 1) being a strategic visionary for the business, 2) growing revenues and market share while managing profitability, 3) identifying and creating new business opportunities, 4) bringing the voice of customers to senior leadership, 5) creating the right marketing structures, and 6) balancing strategic planning and tactical execution over time. The document emphasizes that marketing must be both strategic and able to execute, and that the most effective marketing leaders blend roles to drive business growth.
CMO Council & Vince Ferraro Trends, Directions and InsightsVINCE FERRARO
The leader of global and consumer marketing for both Eastman Kodak and HP during great technological shifts, Vince
Ferraro is truly a marketing pioneer. He's also a digital and social media innovator. In this special session presented in
conjunction with the CMO Council, he'll share his insights on creating game-changing results as marketing evolves from
a traditional to hyper-digital world.
Brand to Sell: Find Your Passion, Build Your Brand, Grow Your BusinessVINCE FERRARO
The document provides an overview of branding and building a personal brand. It discusses defining elements of successful brands, finding a niche and positioning, developing a brand system called SuperS.T.A.R., and exercises for discovering a brand archetype and unique selling proposition. The goal is to help the reader think through how to build an engaging, loyal following by developing a differentiated personal brand.
3x3 Insights - The Digital Transformation of Alcohol Retail3x3 Insights
-- Thriving in Today's Beverage Alcohol Marketplace --
The Colorado Licensed Beverage Associated hosted its first education seminar on August 1st from 2pm to 5pm. During this event, we discussed the changes happening across alcohol retail and ways you can compete for customers.
This presentation, by 3x3 Insights, discusses The Digital Transformation of Alcohol Retail.
Omnichannel Retail: You Need to Know These GuysWhisbi
The most exciting thought-leaders, consultants and media outlets for news and insights, leading the omnichannel retail and customer experience transformation. (With one surprising contestant!)
Based on the top list: http://www.whisbi.com/blog/top-list-omnichannel-retail-influencers/
Note: this is not a ranking, neither has a direct interdependence with follower count. Also, we would love to keep on updating the collection over time. (In fact, we've already added 1-2 extra candidates based on suggestions by the community.)
G/O Sales Summit: How to Target the "Always On" Student to Increase EnrollmentsGODigitalMarketing
G/O Digital's education expert shows how to build a proven strategy focused on uniquely targeting prospective students and effectively increasing student enrollment.
With the holiday season approaching, the research surveyed more than 2,000 American adult shoppers, exploring their current attitudes, habits, and use of technology as part of the shopping experience. It shows that to succeed during the holidays, retailers need to fix the disconnected shopping experiences, empower store associates with technology and target the trillion-dollar millennial consumer.”
Winning with customer data: Successful brands challenge data from big tech to...National Retail Federation
This document discusses strategies for brands to challenge data from large tech companies in order to grow their margins and market share. It notes that while social media usage and advertising revenues are growing, social media often underperforms other marketing channels in driving conversions. However, social media is better at driving consideration than direct conversions. The document advocates rethinking social media strategy and metrics to focus on engagement over conversions since social media users are usually not ready to purchase. Attribution models also need to be reworked to better account for social media's role in the full customer journey.
NRF 2019 has confirmed that online and offline experiences are becoming one, putting the consumer at the center of all retail practices. In this report, we decode the main takeaways from NRF 2019.
Discover what the Retail industry will look like in years to come!
The Store Experience Design Debrief by PSFK outlines the major pillars that retailers will need to leverage to hone their store experience over the next decade and design physical stores to encourage visits, engage shoppers and complement the hybrid nature of retail today. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services.
For a copy of this report, please visit: psfk.com/store-design-debrief
Three Pillars of a Successful Mobile Marketing StrategyRetale
Christine Cline, Vice President of Marketing at Retale, shared at the 2017 PFMA Annual Conference how to successfully pivot your mobile marketing strategies to reach grocery shoppers on whatever device they may be using.
Mobile commerce is growing rapidly as people increasingly rely on their mobile devices for product information and purchases. If businesses do not have a mobile website or mobile advertising, they are missing out on significant sales opportunities. Research shows that most shoppers now use mobile devices to research products and prices while shopping in stores and online. As mobile internet and smartphone usage continues to rise, mobile commerce sales will likely continue growing substantially in the coming years.
Transformation of Search Summit - The Era of Ecommerce - October 2018Clark Boyd
New research from ClickZ and Catalyst has found that the ecommerce customer journey is nonlinear and nonexclusive. Consumers visit Amazon and Google in great quantities, but there are numerous other, important retailers that advertisers largely ignore. This presentation highlights the key findings from the new report, as discussed at the Transformation of Search Summit in New York.
Three ecommerce trends in 2013 are omnichannel shopping, the rise of digital decision making power, and big data analytics. Omnichannel refers to consumers researching and purchasing across multiple channels like online and in-store. Digital devices now influence most of the purchasing process, and big data can track consumer journeys across channels to improve personalization and conversions.
parago’s third annual shopper study, “Let’s Make a Deal,” reveals that deal seeking has grown significantly in the past year. It is now a behavior consistently seen in shoppers from all demographics. Deal seeking is no longer just trendy or born completely out of necessity. Shoppers continue to seek out the very best prices and are willing to go out of their way to save even a little bit.
parago creates engaging solutions that inspire actions & impact results
As the most comprehensive single-source provider of incentives and engagement,
we deliver $2 billion in rewards to 50 million people worldwide each year using our
advanced technology. Our relentless focus on innovation drives better results,
making us the smart choice.
• consumer rebates & promotions
• employee rewards & recognition
• sales & channel management
• energy efficiency incentives
3 ways to get more local customers through mobile marketingMary Aldoseri
This document provides 3 ways for businesses to get more local customers through mobile marketing. It first discusses how mobile marketing works and why businesses need it given mobile usage statistics. The first way is to get locally listed on maps, search engines, and location-based review sites since most searches and photos online include a location. The second is to ask for online reviews since most consumers trust reviews as much as personal recommendations. The third way is to invest in a mobile app because mobile ad spending and app usage is growing significantly.
Effective lead generation is about understanding audience behaviour, embracing technology and being distinctive. This infographic summarises b2b buyer behaviour.
This document discusses strategies for financial advisors to market their services, including strategic networking, referrals, client events, and targeted messaging. It provides statistics showing that targeted messaging and video marketing can increase client engagement. The document also notes that affluent clients are increasingly using mobile devices and that financial advisors should have a mobile marketing strategy to reach these clients.
Banks are facing increased competition in the digital channels. Focus should be on innovative services that will fulfill and surpass customers' expectations. This could provide competitive advantage.
eMarketer moderates a special presentation with Danielle King Sherman, vice president at Kelton Research and Bill Schneider, vice president of product marketing at SheerID. Watch as they uncover findings from their latest consumer study which surveyed 1,000 shoppers on what factors motivate them to try a new brand, make a first purchase and shop more frequently.
Case Study: "Turning Loyalty Into Advocacy: The Evolution of Incentivized Mar...iMedia Connection
This document discusses how brands are evolving loyalty programs into advocacy marketing by incentivizing customers and social media influencers to recommend products to their friends and family. It notes that declining organic reach on Facebook and millennials trusting peer recommendations more than brands requires new advocacy strategies. Specifically, it highlights how mobile devices have increased opportunities for advocacy as people check their phones over 200 times daily and 120 million shop, research, and buy on their phones and tablets. The document also provides examples of using advocacy marketing to increase brand awareness, drive foot traffic, and acquire new customers.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
This document discusses secrets to building a world-class business through leadership marketing. It outlines six key roles of successful marketing leaders and organizations: 1) being a strategic visionary for the business, 2) growing revenues and market share while managing profitability, 3) identifying and creating new business opportunities, 4) bringing the voice of customers to senior leadership, 5) creating the right marketing structures, and 6) balancing strategic planning and tactical execution over time. The document emphasizes that marketing must be both strategic and able to execute, and that the most effective marketing leaders blend roles to drive business growth.
CMO Council & Vince Ferraro Trends, Directions and InsightsVINCE FERRARO
The leader of global and consumer marketing for both Eastman Kodak and HP during great technological shifts, Vince
Ferraro is truly a marketing pioneer. He's also a digital and social media innovator. In this special session presented in
conjunction with the CMO Council, he'll share his insights on creating game-changing results as marketing evolves from
a traditional to hyper-digital world.
Brand to Sell: Find Your Passion, Build Your Brand, Grow Your BusinessVINCE FERRARO
The document provides an overview of branding and building a personal brand. It discusses defining elements of successful brands, finding a niche and positioning, developing a brand system called SuperS.T.A.R., and exercises for discovering a brand archetype and unique selling proposition. The goal is to help the reader think through how to build an engaging, loyal following by developing a differentiated personal brand.
Developing a Marketing Plan or Campaign - FerraroVINCE FERRARO
Presentation on marketing, marketing management, and branding I gave to career Marines and Navy personnel. They are exiting the military within the next year and are trying to learn as much as they can about civilian life, business, and future careers.
This document provides information on developing a brand strategy. It discusses the history and definitions of branding, approaches to branding like the branded house and house of brands models. It also covers developing brand personality and storytelling, creating a brand vision through BHAGs, developing a value proposition, unique selling proposition and elevator pitch. The document discusses brand lifecycles and examples of successful and failed brands. It provides tips for brand management including understanding brand assets and creating customer experiences. Finally, it discusses developing brand archetypes, stories, taglines and visual identity.
2017 B2B Content Marketing Benchmarks, Budgets, and TrendsMarketingProfs
The seventh annual B2B content marketing report is here. Sponsored by Brightcove, this report shows where B2B marketers will spend their budget, how much budget businesses are allocating to content marketing efforts, and what kind of strategies will see in 2017.
Back to the Future: Four Marketing Tactics Essential to Your Success in 2013MarketingProfs
Want to boost your marketing efforts in 2013? To help you, MarketingProfs put together four info-packed articles highlighting essential marketing tactics.
Consumers are increasingly in control of their shopping experiences, deciding where, how, and what to buy based on their own research. New technologies like smartphones and tablets are empowering consumers. Retailers are striving to provide omni-channel experiences across online and offline, but this is complex. While ecommerce is still a small percentage of total retail, it is growing rapidly and disrupting traditional retailers. Data and personalized experiences are key to meeting evolving consumer demands.
The document summarizes key findings from a marketing trends report surveying over 600 senior marketing executives. It finds that while half expect decreased budgets, most see stable or increased research and innovation spending. Customer satisfaction and retention remain top concepts, along with ROI, loyalty, and data mining. Credit availability, housing, and alternative energy grew in importance due to economic conditions. Executives are tired of hearing about Web 2.0 and social media buzzwords.
The document is a study by Catalyst and Kantar on the state of ecommerce in 2021. It analyzes survey responses from 500 online shoppers and 200 industry professionals to provide insights into evolving shopper expectations, the importance of integrating retail, search, and social strategies across platforms, and how leading companies are adapting their strategies in response. Key findings include that shoppers prioritize convenience over price, use multiple online touchpoints for research and discovery, and expect a seamless omnichannel experience. The study recommends brands break down silos, optimize product pages, and partner with retailers to measure success beyond just return on ad spend.
In a rapidly evolving, digitally driven world, how do marketers really feel about new platforms, new data sources and new expectations of their role? Marketing Monitor is a study from TNS that surveys more than 2,700 marketers from across Asia Pacific to track the key issues dominating their agenda.
In the final section of Marketing Trends 2017, marketers will find information about trends and statistics that affect: video marketing, visual marketing, and more.
As social selling is rising in public awareness, so do studies exploring its effects on sales processes and consequently quota achievement. In order to capture a broader set of such numbers, I put together a slide deck listing 42 impressive social selling statistics.
Big Data presence in the high volume in the data storages can help in various ways to learn more about the need and trends of the current market which will be useful for all type of organizations. Modern information technology used to analyze the relationship between social trends and market insights is a useful way to have indirectly interlinked to customers and their interests from unstructured and semi-structured data. Such analysis will give organizations a broader view towards the practical needs of customers and once banking industry or any industry could know the customers, they can serve better and with more flexibility. In this presentation, team has primarily created the platform and designed the architecture in big data technology for banking industry to maximize the users of credit card.
Building a Living & Breathing Marketing Strategy for Small BusinessesGODigitalMarketing
With more than 3 billion people on the Internet, digital marketing is one of the fastest, easiest and most effective ways to reach consumers today. Marketing is a living and breathing strategy that requires continual nurturing and optimization and is vital for small businesses to grow and flourish.
View our SlideShare & explore:
• What types of digital marketing and content work best to drive website visits, phone calls, appointments, leads and offline sales for local businesses
• How to make the best use of online marketing, data-driven research, product videos and educational events to justify your marketing spend and guide planning
• The ins and outs of building a fluid marketing strategy, including goal setting, ideation, program execution, potential costs, distribution channels and timing
• Why it’s critical to analyze data, test multiple variations and apply lessons from post-campaign data to optimize for future success
The ROI of Empowering Associates Through In-Store MobilityG3 Communications
Today’s consumers have more choices and more control than ever before. They will not tolerate less-than-stellar customer service, because they can reach into their pockets and check product reviews, prices and even purchase nearly any product in real time from an online retailer.
So what can retailers do to up their game when it comes to customer experience? By equipping store associates with mobile devices used to build relationships, not simply process transactions, retailers can have a significant impact on transaction size, conversions and even overall traffic, leading to incremental increases in sales.
In this upcoming webinar, Scott Pearson from Retaligent and Danya Rielly from Raymark will discuss the ways retailers can use mobile technology to improve store operations, boost associate productivity and empower every store associate to provide outstanding levels of customer service. Topics will include: clienteling, mobile POS and a focus on the ROI and competitive advantage that specialty retailers can attain by employing mobile clienteling.
Re:Engage: Accelerating Sales Pipeline w/ Marketing's New DynamicsScott Salkin
The document discusses how marketing and sales have changed dramatically in recent years due to new buyer behaviors and technologies. Buyers now do extensive research online before engaging with sales, and use a variety of information sources and networks to make purchase decisions. This has shifted power to buyers and made traditional sales approaches like cold calling much less effective. The document recommends that companies focus on understanding buyer motivations, demonstrating value over price, stopping ineffective sales tactics, enabling sales teams, and aligning marketing and sales around content and messaging to engage buyers throughout the purchase process.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
This document summarizes the findings of a study on marketing ROI and data usage among large corporate marketers. Some key findings include:
1) While 91% of marketers believe successful brands use customer data to drive decisions, many are not collecting the right types of data like mobile or social media data as frequently as traditional demographic data.
2) Marketers have adopted many new digital marketing tools but struggle to measure their effectiveness, with only 14% tying social media marketing and 17% tying mobile ads to financial metrics.
3) Comparing the effectiveness of different digital marketing channels is a major challenge for 60% of companies due to different engagement metrics used for each channel.
4) Over half of market
How to integrate social media with sales, presented by Ryan DickersonSocialMedia.org
This document summarizes key points from a presentation on integrating social media with sales. It discusses that social media sales strategies have been tried in different ways in the past with mixed success. It emphasizes that clear goals, listening to customers, and measurable metrics are essential for any effective social media sales strategy. It also notes that sales are typically a byproduct of comprehensive social engagement, content sharing, and community building rather than direct sales tactics on social platforms. The document provides several tactics for leveraging social media for sales and retail sales, including using analytics and attribution tools, user reviews, geo-location data, and inspirational content to drive awareness, exploration and purchases.
The document discusses optimizing the customer experience across channels by using data and analytics. It notes that customers expect consistent experiences and will go elsewhere if a company cannot provide value. The key is to optimize the customer journey through business rules, machine learning, and personalization. Having a single customer view, delivering real-time experiences, and knowing all available data are important to engaging customers effectively.
Scaling International Performance with Google and TinuitiTinuiti
Tinuiti is an award-winning performance marketing agency that manages over $2B in media for its clients annually. The document discusses Tinuiti's international growth framework and tools it uses to help clients scale internationally with Google. It provides an overview of key industry trends such as increased online activity globally and the benefits of pursuing international growth. The framework involves understanding where clients are in their global journey, using insights tools to research new markets, and addressing operational challenges as clients expand their footprint.
Presentation deck from a webinar with Comcast Business and Entrepreneur about collecting and using customer and prospect data to provide the best experience for customers.
Explore how mobile technology is changing customer experiences, in-store engagement, and retail strategies in this concise deck, courtesy of SAP and TechValidate.
1) The document discusses the findings of a survey of 50 leading U.S. retailers about their challenges with personalized marketing, customer profiles, and creating a single customer view across channels. 2) Many retailers still struggle with data integration across channels, inability to measure marketing ROI, and lack of data science skills. 3) Emerging data sources like beacons and WiFi provide new customer insights, but retailers must combine internal, customer-provided, and purchased data to improve personalization.
G/O Sales Summit: The New Buying Journey for RetailersGODigitalMarketing
G/O Digital's retail expert explains what’s important to consumers and how you can sell the right solution to your retail clients to achieve their goals.
Similar to Vince Ferraro and CMO Council 2014 Marketing Trends, Directions, and Insights (20)
Mass Communication to Mass CustomizationVINCE FERRARO
Mass Communication to Mass Customization—The Future of Commercial Print.
An exploration of the forces impacting the commercial print market and the paths a print service provider can follow to stay competitive.
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
This article ranks the top marketing executives in the United States based on revenues and brand value created. The top executive is Tim Cook of Apple, who has strengthened Apple's brand and expanded into new product categories like mobile payments and Apple TV. Indra Nooyi of PepsiCo comes in second, growing revenues and expanding into healthier snack and beverage options that have resonated well with consumers.
This 3 minute YouTube video provides an overview of how to properly fold a fitted sheet. It demonstrates grabbing each corner of the sheet and folding it inwards towards the center to create a neat, compact square that is easy to store in a closet or drawer. Viewers are shown the full folding process step-by-step to learn this useful life skill.
Increase Visibility and Personal Branding On LinkedIn VINCE FERRARO
Here are some tips for using LinkedIn appropriately:
- Do not use it solely to ask strangers for jobs, money, or favors. Build genuine connections first.
- Do not spam your connections with constant sales pitches or irrelevant updates. Provide value without expecting anything in return.
- Do not post unprofessional content like rants, jokes, or personal details. LinkedIn is for professional networking.
- Do not ignore connection requests or messages. Respond respectfully even if you're not interested.
- Do not have an empty or sparse profile. Take the time to fill it out thoroughly and keep it updated.
- Do not use a fake name or information. Represent yourself authentically.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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Coimbatore
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Vince Ferraro and CMO Council 2014 Marketing Trends, Directions, and Insights
1. CMO Council & Vince Ferraro
Trends, Directions and Insights
Vince Ferraro
Former VP of Corporate and Consumer Marketing,
Eastman Kodak Company
CMO Council Board Advisor
SDSU College of Business Board Advisor
VincentFerraro.com
11/28/13
MENG San Diego
2. What I Will Cover
• Top C-Level marketing trends
• Research from the CMO Council that will
highlight C-level executives’ sentiments on
the trends in the marketing mix
• What you need to do starting tomorrow
11/28/13
MENG San Diego
3. We All Want the Same
Thing!
New customers, conversion, sales
Source: http://www.4webmarketing.biz/sitemap.htm
11/28/13
MENG San Diego
5. The CMO Council
6,500+
Senior Corporate Marketing
Leaders
$350 billion
in annual marketing spend
controlled by CMO Council
Members
Seven
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Influential regional chapters
led by Advisory Boards of
brand leaders
MENG San Diego
9. 144.8 billion emails sent
worldwide…per day
8.6 trillion SMS
messages sent
5.5 trillion App
messages sent
11/28/13
228 billion MMS
messages sent
554 million pieces of USPS
mail processed per day
MENG San Diego
11. Channel Reality: Mobile
By the end of 2013, there will be more mobile devices on Earth than people.
The average age for the first cell phone is now 13.
50% of the average global mobile web users now use mobile as either their primary
or exclusive means of going online.
The average consumer actively uses 6.5 apps throughout a 30-day period.
Global mobile traffic now accounts for 15% of all Internet traffic.
91% of mobile Internet access is for social activities versus just 79% on desktops.
One in three mobile searches have local intent versus one in five on desktops.
41% of people have used a mobile device to browse for a product after seeing it in a
show or advertisement.
80% of mobile device owners use mobile to enhance their shopping experience.
36% of shoppers search for other store locations on their phones while shopping in
store.
Tablet users spend 50% more money than PC users.
Source: http://mobileorchard.com/infographic-state-of-mobile-2013/
11/28/13
MENG San Diego
15. Video Drives Shopping
•52% of consumers say that watching product videos makes them more
confident in online purchase decisions.
•Video is a driver of consumer confidence. Consumers are willing to watch
videos 60% of the time they are found, and 52% of consumers report that
they are less likely to return a product after viewing a video.
•More than three out of five consumers will spend at least two minutes
watching a video that educates them about a product they plan to
purchase, and 37% will watch for more than three minutes.
•The Step2 Company found that shoppers who view video are 174% more
likely to purchase than viewers who did not.
•Online retailer Bizchair.com found that 33% of online sales came from
the13% of site visitors who viewed video
•34% of apparel shoppers are more likely to purchase after viewing an
online video ad, versus 16% after watching an ad on TV
Source: Invodo Video Statistics
11/28/13
MENG San Diego
17. Channel Reality: Social
What do they like?
• 67% of consumers want to be
eligible for exclusive offers
• 60% want the opportunity to
interact with other customers
• 65% want to gain access to
games and contests
11/28/13
MENG San Diego
(Source: CMO Council “Variance in Social Brand Experience)
18. Customer Reality: Over It
What’s the reaction?
• 41% would consider halting all
business and no longer purchase
from a company that continues to
send impersonal, irrelevant
clutter
11/28/13
MENG San Diego
19. Customer Reality: Over It
Why did they disconnect or
opt-out?
• 46% because communications
were not relevant to them
• 73% were irked over receiving
a promotion on a product they
already bought
• 39% ignore messages
because they are flooded (in
their mailbox and inbox)
11/28/13
MENG San Diego
26. How Has Social Impacted
Marketing?
a. Improved customer listening &
engagement
b. Opened new avenues to gather
insights
c. Increased the complexity of
planning
11/28/13
MENG San Diego
29. What Concerns You About
Social Investments?
a. Requires resources we don’t
have
b. I can’t quantify ROI or impact on
brand
c. Requires new competencies we
don’t have
d. I can’t control what’s
said about my brand
online
11/28/13
MENG San Diego
33. Marketing’s Mandate
a. Lower costs & improve go-tomarket efficiencies
b. Grow & retain market share
c. Drive top-line growth
d. Maintain high quality sales
pipeline
e. Improve customer insights
11/28/13
MENG San Diego
34. Budget as % of Revenue
11/28/13
MENG San Diego
40. where are
the digital
hero's?
9% enjoy highly evolved digital programs
4% feel they are leading their category
7% are extremely advanced in leading with data
41. What Are the Leaders Doing?
• They have high levels of approval
and strategic support at the LOB &
CEO level
• Formed task forces with IT and
partner with CIO
• Turning to customers – not internal
teams – to identify valued
technologies and channels
11/28/13
MENG San Diego
42. What Are the Leaders
Doing?
• In the next year they will add:
Marketing resource management
Campaign & workflow management
• 72% focused on the delivery of
timely, relevant and targeted
communications
• Measure success through:
11/28/13
Conversion rates
Up-sell & cross-sell opportunities
Response and engagement rates
MENG San Diego
43. Where Marketing Needs
Help
How can you help us?
Source: The Economist Intelligence Unit Limited 2012
11/28/13
MENG San Diego
44. It is All About Integration
Source:www.jamalaplanit.com
11/28/13
MENG San Diego
46. Content in action
Integrated Marketing
Requires Content to Be
Actionable
http://www.interleado.com/images/call%20to%20action.jpg
11/28/13
MENG San Diego
50. be
DISRUPTIVE!
Customer Evolution = Customer Revolution
Social, Social, Social
Have LOTS of BFF’s
Encourage Disruption..Then Make A
Commotion!
51. Change Management in
C-Suite
•
•
•
•
•
•
Big Data
Customer Experiences
Customer Engagement
Mobile Shift
Revenue Optimization
Personalized Content
To do all of this heavy lifting, marketing needs be viewed as a
center of excellence and take on dual roles as functional and
business leader
11/28/13
MENG San Diego
It is my pleasure to be here today.
Thanks to Tom Haire, and the CMO Council and the Response Expo 2013 team
I am speaking to you today not as direct response guru. There are plenty of them at this event.
Instead, I am going to speak as a chief marketing officer and business leader who procures all elements of the marketing mix, including direct response.
Here is what I will cover
Research from the CMO Council that will highlight C-level executives’ sentiments on the trends in the marketing mix
The role of direct response in a integrated marketing campaign
Thoughts on how the direct response community can get a greater share of our marketing budgets
In fact, a marketers we are all after the same things
We want a well qualified funnel, we want communications that present compelling offers and reasons to believe in our brands and products
We want to convert qualified leads into sales – both for repeat and new customers
And the role that response marketing plays is also evolving
This response time line shows how the marketing you all do has changed over time
From direct response of the 1950s fueled by radio, TV, and print to new forms of response enabled by the computer, internet, interactive web marketing, and the trend towards mobile, and social media
We have “responsive” web designs and we are heading (as ResponsiveAds) indicates to the world of responsive advertising …
By extending your existing desktop advertising/web assets to mobile and tablets instantly. The idea that mobile inventory should not be undervalued!
And a belief that all devices are created equal!
I am here representing the CMO Council.
Who Are they?
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries.
I sit on the North America board of advisors for this organization
The CMO Council represents:
Over 6,500 marketing brand leaders that
That control almost $350B in marketing spend
And has regional and international chapters all over the world, in 110 countries
OK So do I have your attention now?
Every Year The CMO Council conducts research with this base of marketing leaders
The findings of the 2012 “State of Marketing” report indicate that the role of the CMO now encompasses more critical customer touch-points that directly impact the customer experience, and executives who are up to the challenge are being compensated based on their performance and impact on the business.
The outlook is distinctly positive for marketers as executives head into 2013 with renewed confidence in their roles and business performance.
It is global benchmark of marketing spend and intentions was drawn from the insights and contributions of more than 550 senior marketing executives representing North America, Europe, Asia-Pacific, the Middle East, Africa and South America
Nearly 65 percent of these marketers report directly to a president, CEO or chief operating officer. More than 30 percent of respondents represent companies with more than $1 billion in annual sales; 11 percent represent companies having between $500 million and $1 billion in sales; and 30 percent are with companies with revenues between $50 million and $500 million.
I will share recent results from this survey
First, let’s look at the multi-channel customer
We like to imagine that our consumer lives like this…hanging out at home, surrounded by a happy family, with plenty of time to consume all of the amazing experiences we have created for her…
In fact, she is ready, willing and able to not just consume, but she is ready to act. She loves us, she needs our content. But here is the reality…
This poor family is drowning in a sea of messages…and they all want them to act now…
Ever since the advent of social media, e-mail has become increasingly relegated to second-tier technology status,
With new reports coming out on a regular basis that claim e-mail open rates are down
As a result, marketers are better served by focusing their efforts on social media marketing. … The story goes
While the reality is email click thru rates, open rates, and volume are declining, there is still a strong role for email marketing
Despite the plethora of new social technologies out there, e-mail remains "the most effective and inclusive" way for marketing professionals to reach consumers (study by Search Engine Watch)
And B2B business still believe in the power of email
Well What Do We Like?
We like Exclusivity, Offers, and Interaction
67% of consumers want to be eligible for exclusive offers
60% want the opportunity to interact with other customers
65% want to gain access to games and contests
And Truth Be Told, We Live in a Burger King World
We “want to have it our way”!
We want it personalized, customized based on our demographics, psychographics, and purchase history
We want it now, and on a variety of computing, smart phones, and tablets
The outcome if we fail to achieve this?
41% would consider halting all business and no longer purchase from a company that continues to send impersonal, irrelevant clutter. How is that for customer feedback?
Let’s look at these customer realities
Why do customers disconnect or opt out?
46% because communications were not relevant to them
73% were irked over receiving a promotion on a product they already bought
39% ignore messages because they are flooded (in their mailbox and inbox)
Now I want to turn my attention to the multi-channel marketer
Last year, Gartner released a blog post that predicted that by 2017, the CMO will spend more on IT than the CIO.
Believe this or not, what is obvious is that more and more customer experiences are powered through digital channels today…and yes, the CMO owns those experiences. But in reality…
CMOS KNOW NOTHING ABOUT MAINFRAMES AND DATA CENTERS!!!!!
And what CMOs are more often than not building is a loose tapestry of lots of little digital solutions.
36% of marketers admit digital strategy is made of random point solutions built over time.
This was certainly the case when I managed corporate and consumer marketing for Eastman Kodak.
In fact, My team spent countless hours trying to get 5 different reports all containing important information to integrate better so we could get the report we really wanted.
I love word clouds
When the CMO Council asked where marketers were seeing success in their digital strategies, these five areas were the top…but consider this…
We marketers have gotten caught in the channel comfort zone.
Someplace in between all the things we used to do in traditional channels…we started doing the same things in digital channels!
But here is the big problem…we have started adding faster moving channels…that still sit, alone, separated, and disconnected from an overall customer engagement strategy.
Let’s look at social as a prime example of this…
How has Social Media impacted marketing?
Engagement and customer listening
New insights that come from the conversations in forums, social media, and other online channels.
These are all good things to be sure.
Except … this has increased the complexity of digital channel marketing in an environment, where most marketing leaders whom I know, are trying to do more for less.
But ladies and gentlemen, let me introduce you to social media.
ALL of this…every single scary piece of this overwhelming pie is social.
You can see the various segments of specialization
Now, if you are like me and like a bit more order…then it starts to look like this…good luck thinking this is going to be any less confusing.
But here is marketing’s reality. It isn’t pretty is it?
In fact, it is overwhelming to most of us.
But when you REALLY look at this list, most marketers were concerned about number 4…
Many of us still think we can control it!
Which, of course, is wishful thinking.
You see we used to think about brand marketing or customer engagement as a series of attempts…
if we got TWO PERCENT of people to respond…it was AWESOME!!!!! A BASKET!!!!!!
But then, customers decided they could talk back. And we had to change EVERYTHING.
We had to rethink and reshape where and how all of our “asks” were being constructed and connected.
I am going to shift gears now and talk about marketing spend intentions?
Remember that $350B I mentioned earlier?
Marketing’s mandate is pretty consistent
We are paid to do more with less
Lower costs
Drive GTM efficiencies
Grow or retain market share
Drive top-line growth
Drive sales pipeline
And get better customer insights.
No wonder the CMO position is a revolving door at most companies
79% of marketing budgets, as a % of revenue, is 6% or less
40% of marketing budgets are <=2% of revenues
And only 8% of company’s have budgets greater than 10% of revenues
40% of the marketing spend is focused on product marketing, strategy and branding, sales support and website properties
With 60% in a variety of other buckets
This chart shows the allocation of program spend in marketing. No surprises here
Pretty balance mix of marketing spend
The good news is that 82% of marketing leaders think the value of their vendors and partners is pretty good, average, or extremely valuable
When asked why they did not rank their vendors, the top 3 reasons were lack of innovation and value-added thinking, business results, and campaign outcomes, quality and consistency of service
Think about it … it comes down to innovation, ROMI, and quality measures.
OK, so who is doing it right…really getting this connected digital landscape together and connected…well, good thing is…we asked!
We conducted a study called Integrate to Accelerate Digital Marketing Value,
We noticed that 9% of respondents said they had highly evolved programs…4% said they were a leader in their category…and 7% were advanced in managing data and basing engagements on data…
So what did THESE guys have in common???
What are the leaders doing?
CEO & Line of Business Support (Crucial)
Formed task forces with IT and the CIO
Customer, external focus
Value Creation
My perspective is that this does not happen in most companies. Why? Marketing is not seen as strategic. Instead it is viewed as just enabling or supporting sales (which is also important. Conversation should be AND.
This slide is self explanatory
What should be notice is the fact that delivering communications and success rates of conversions, up-sell, cross-sell, and response rates
I had an epiphany here. You see … what we market leaders need is what the leaders in response channels make happen every day for your customers
Is this an opportunity for you. I think so
I like this list because this is what (we ) marketers think we will be investing next year
Analytics, CRM, Social media, and mobile are the largest.
How can all of you help us?
I like this slide because in demonstrates the complexity and integration that is required to manage the marketing mix
We must make these tradeoffs and mix decisions for most of marketing – whether that be brand management, new product launches, demand generation … the list just goes on and on!
And when you think about this what we are really talking about is delivering great content – whether that’s an offer, to educate our customer, or manage customer engagements online and through social media.
It is all about the content.
And if it is content, it needs to be made actionable.
When I was at HP we realized, back in 2007, that we could no longer afford to do marketing that did not have a call to action.
So from the mountain of Vesuvius (actually it was HP Palo Alto) there came the word … all future marketing deliverables must have a call to action.
But when you think about response channels, this what you do so well
And to make actionable content, requires a call to action.
If you asked me where I think the landscape is changing fast,
It is in gamification
More customization and personalization of marketing deliverables and sales communications
In what I call a “purchase cycle interruption”
Meaning with my GPS enabled phone (in Target), you can cross-sell or up-sell me something at Wall Mart. When I go online to compare prices
So where does this go for you and your customers?
How can you take these insights and make them work for your business?
Here are some ideas …
What does all of this mean?
There are changes brewing in the C-suite
While we are being asked to do big data analysis, deliver exceptional customer experiences, and create new ways to engage the customer
More and more marketing leaders must take on the role of business and marketing leader
Think Customer First…
we used to start with our push campaign. Start with an email…start with a commercial. Now, we have to think about the customer. Where is he/she?
Where and how could he/she start an engagement that ends with multiple transactions of product and content?
Add those media channels…and don’t forget ALL of the social channels where they might talk about their purchases…and then look to create a super-consumer…not just a single sale.