Automation has been a marketing goal for many years now. Most companies have identified tasks, such as abandoned cart emails, which are better handled by an always-on algorithm than a marketer.
Yet at a recent Econsultancy event, Digital Cream Sydney, it seemed that many organisations were just getting started with marketing automation. And of those who had a few years of experience in the field, most felt they had only scratched the surface of what was available from major platforms like Adobe and Salesforce.
Fortunately, roundtable discussions allowed marketing automation experts, such as table leader David Arcidiacono, marketing effectiveness manager at Qantas Loyalty, to offer some tips, best practices, and things to watch out for to those who were just getting started on their marketing automation journey.
Here are the top 10 tips from the day: – Read
Disney’s $52bn acquisition of 21st Century Fox assets may have caused some casual observers to be surprised.
However, if you have been following Disney closely for the last few years, it will be more apparent that this move was a fundamental part of the plan to avoid being disrupted by Netflix.
In order to stave off the type of disruption that Netflix inflicted on Blockbuster, Disney has had to execute a multi year plan, that is now beginning to take shape.
The result is an approach that at the very least provides a template for how to execute a digital transformation strategy in the face of competition. – Read
The New York Times just published an explosive report called “The Follower Factory” detailing the black market for fake followers, likes, and comments. The reporters outed politicians, athletes, and even social media gurus who had bought followers from a company called Devumi. (The State of New York is now investigating this company).
Why would anybody buy fake followers? One simple reason. It works. – Read
If you’re a marketer, you are always looking for a hot new platform to reach your audience. If Snapchat isn’t already on your radar, it should be. Yet we’ve all heard reservations and predictions about the future of Snapchat — from Evan Spiegel being too secretive to declining user growth at the hands of Facebook feature ripoffs.
I’m uniquely positioned to comment on Snapchat’s advertising platform. For years, I managed digital ads for Google’s most strategic brands. Now I lead marketing for Keepsafe Software, where I’ve kicked the tires on Snapchat’s offering. I also have a teenage daughter who provides me with added perspective on Snap’s market and reach. – Read
There’s no question that most health care marketers today use content marketing as part of their marketing mix. According to one 2017 study, 94 percent of health care organizations claim they used content marketing or planned to use it during 2017. For most marketing teams already running lean, creating all this new content can be chaotic. This is where editorial calendars come in.
Editorial calendars keep busy health care marketing teams on track
Editorial calendars help you define and control the process of creating content, from idea generation through writing and publication and even into promotion. It keeps everyone on track and gives transparency to the content creation process.
But just as no two hospitals are exactly alike, neither are two editorial calendars. What works for your team won’t necessarily work for others—and that’s true of both the format of your calendar and the information you include. – Read
I talked about the benefits of podcasting quite a bit last year, and with the new year up and running, I wanted to take the time to re-stress the value that podcasting can bring to your business ( I can’t even begin to explain the wonders it has done for mine). Plus, it’s actually very easy to set up and is a much more efficient use of your time compared to how long it takes to create other pieces of content.
If you haven’t already included it somewhere in your plans for the next 12 months, I highly recommend doing so, and here are a few of my reasons why. – Read
Facebook recently announced some big changes coming to their newsfeed algorithm that impacts brands of all sizes. As the social ecosystem of “experts” broke down, blogged about, and summarized their thoughts on these changes, what surprised me the most was how many marketers that claim to be experts in this space were shocked to see these changes.
Facebook and other top social networks have been migrating toward a pay to play model for the last 3-5+ years.
For years we have been warning our marketers, brands, our clients and social media training academy students to stop building their business on rented Facebook land. It’s risky business.
It should be no shock to anyone that the social networks have no choice but to attempt to at least slow down the mounds of content overload and spam that is ruining the end user experience.
Will 2018 be the year that marketers and business leaders finally wake up and realize social media, content marketing, branding and digital marketing is not simply about creating more and more content?
Will it be the year that the majority finally learns that quality over quantity is what wins not only in the short term but also the long term? It’s not only about the current sprint on Facebook, Pinterest or Instagram. Instead the focus should be on building a sustainable business and integrated platform that will endure the shifts and changes, big and small. – Read
The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.
Perhaps understandably, luxury brands tend to be a little more cautious when it comes to how and what they share on social.
However, with a large percentage of shoppers now being influenced and even making decisions based on what they see online – social is a hugely important tool for luxury brands looking to deepen consumer engagement.
Last year, Chanel was named by Insightpool as the most influential luxury brand on social media (based on overall engagement), topping the list above others like Louis Vuitton and Christian Siriano. With a total of 40.8 million followers on Twitter and Instagram alone – Chanel has generated a huge following.
But what keeps users so engaged? Here’s a few reasons behind its social winning strategy. – Read
In a late-2017 Econsultancy survey, one in six brand marketers stated that “data-driven marketing that focuses on the individual” was “the single most exciting opportunity” for their organisation.
Following the Cambridge Analytica/Facebook scandal, though, things have changed. Concerns about public sentiment now override maximizing the use of consumer data, leaving data-driven marketing with an uncertain future.
Brand marketers still have a job to do, though, and many still feel that they are better off using data to help, even though they know that they have to tread carefully.
So how should marketers proceed in the current climate? How can they continue with their data-driven marketing plans?
To find out, I discussed the issue of data-driven marketing in 2018 with Alex Sibois, Managing Director APAC at Lotame and came up with the following suggestions: – Read
Everybody and their mother is using social media in some way these days – in fact, there’s now an estimated 2.62 billion active users of social platforms, and rising every day.
Heck, even dogs now have their own social media accounts.
However, it goes without saying that social media has significantly more potential than merely serving as a forum for sharing selfies and memes.
That potential is something that’s been recognized by nearly every company as an opportunity to help grow their business – many brands even feel ‘invisible’ without some type of social media presence.
In some ways, this is true – social media can be used as a powerful marketing tool by businesses in nearly every type of industry.
However, while social is a valuable marketing tools, the biggest mistake that most businesses make with their social media efforts is that they focus too much on vanity metrics.
How many followers do you have? How many likes or shares do you get? – Read