What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: digital marketing strategy
And the report is available for the price of your email address. Can we stop calling it digital marketing and just call it marketing?
Take a look at that last graphic: budget is #1 (no kidding!). CT for additional (or missing) information.
1. Content Marketing
2. Sales & Channel Enablement
3. Customer Intelligence & Analytics
Data is a must-have for understanding the buyer’s journey, unfortunately; that data is normally poor, or not parsed out effectively. To use data effectively, it is encouraged to build a marketing operations ambassador program, which allows non-marketing employees access to marketing data to leverage for decisions.
4. Integrated Digital & Social Engagement
5. Loyalty & Advocacy
Many organizations live and breathe through a subscription economy, particularly when it comes to software. The challenge can be keeping customers happy as new competing solutions are constantly being launched.
They understand the importance of structured data – and build marketing as such
They know vendor weaknesses and tech idiosyncrasies
They automate for the win
They speak multiple business languages – finance, tech and operations
They build great relationships – but don’t treat fools gladly
They can measure their performance – but also know the grey area
They take joy in creative optimisation
They bring energy and urgency to their teams and colleagues
They really understand the customer
They don’t stop learning
And they have a kick-butt product desired by a market, which often makes a fool look like a genius.
As interest in and use of ad-blockers has grown, so click through rates on banner ads have fallen. Click through on standard banner ads had fallen to 0.12% 2014, and shows no sign of pulling out of that terminal decline. It is estimated that 12% of display ads are never seen by humans, which means the industry is wasting $18.5 billion a year on unseen ads. People just don’t like ads, 94% of people skip video pre-roll ads before 5 seconds in, and they’re good at mentally blocking them out – 60% of people are unable to recall any online banner ads they’re exposed to.
These trends mean it makes sense to re-assess budgets and spend more on owned and shared media, rather than advertising. The industry is already moving in that direction, we’ve seen content marketing spending exploding over the past ten years, and it’s predicted to continue its incredible rise. With increased spending comes more demand for talent. Content marketing jobs are growing rapidly, and expect to see greater demand for top content marketing strategists as greater expectations on departments mean companies demand the very best talent for their content marketing departments.
Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative: Scott Brinker
“In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software–from the growing number of technologies in our own organizations to the global forces of the Internet at large.
But you can turn that to your advantage. And you don’t need to be technical to do it.
“Hacking Marketing” will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for “any” business in a digital world. You’ll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.”
I’m sure that if you send it to the author with a SASE, he’ll sign it.
When the question of whether digital marketing is dead comes up, as it inevitably does (it’s a bit of a buzzword and the press loves nothing more than to build these up and then stamp on them), this is what people are likely to be talking about. Digital marketing isn’t dead, it’s just called “marketing”.
This isn’t to say there’s no distinction to be made between marketing and digital marketing. Marketing is partly about the right mix, so a marketer might consider a campaign to have digital components, printed components and some that are telephone-based. It’s there that the usefulness will end, though. Marketing has evolved to encompass the digital environment.
With this in mind it is worth considering whether, since marketing has evolved to encompass the digital environment, digital marketing needs a separate budget. Separating out digital marketing from other marketing activities not only essentially creates a budgetary silo but could create a division between essentially joined activities.
Unfortunately, we can’t ditch it as the non-marketer needs the differentiation. And every item in the marketing budget is a line item.