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Solving the Multi-channel Conundrum: How to Leverage Your Marketing Data for Success

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They exist, operate, and interact with brands on multiple platforms, devices, and channels. Not only do you have different customers and prospects interacting in different places, but also the same customer’s preferences and interactions can alter, depending on the device or channel they are using at the time. How do they access and interact with content?

Save the Data: How to Marry Your Figures With Your Customer Profile

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People interact with brands from multiple devices, across different channels and in different ways. Instead, we have a fragmented picture of disparate interactions which, on the face of it, looks like a recipe for confusion. The data revolution is both a blessing and a challenge for the Modern Marketer. But this data doesn’t have to be confusing – quite the opposite.

Interactive + Content + Partner = Great Marketing Example

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That’s why, with our Modern Marketing Experience conference coming up, we teamed up with our AppCloud partner, SnapApp , to put together an interactive tool that will help you discover the best breakout sessions to attend. If you haven’t registered yet, there’s a special treat for you at the end of the interactive tool below. Content loading. Content Marketing

Video Interactivity and Personalization for Effective Content Engagement

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In our last post on creating digital 1:1 conversations with video, I explained how combining video with marketing automation and interactivity helps you define the individual person at the other end of the conversation – both who that person is and what that person needs. This is achieved by adding a combination of interactivity and personalization to your video marketing strategy.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

How 4 Brands Are Revolutionizing the Customer Experience

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Each one of these interactions elicits emotion; according to eMarketer , “over time, these individual interactions or moments accrue, forming the basis for customer experience.” This device is a nice convenience, but its goal is to provide enough value to me that my interactions with Amazon become integrated into my life. Ideally, it does both. Customer Experience

4 Things That Should Be On Every CMO's Wish List

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Now, it’s possible for marketers to fully incorporate mobile into their cross-channel marketing strategy and interact with customers whenever and wherever they are. With Thanksgiving now in our rear view mirror, it's time to focus squarely on those items we all crave, pine and dare I say, yearn for as marketers. Ok perhaps a little melodramatic but you get the idea. Oh, sorry.

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3 Irrefutable Data Driven Marketing Facts

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According to research from Deloitte Digital 76% consumers said they interact online with brands or products before arriving at the store, and are therefore making digitally- influenced decisions much earlier in the shopping process. These digital interactions influenced 64 cents of every dollar spent in retail stores in 2015. Even the definition has a serious word in it: impossible.

5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

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An interactive quiz or assessment. While it’s not always easy to pinpoint these positions, marketers turning to alternative media like interactive content are gleaming advanced insight into their buyer’s specific needs. Interactive infographic. brilliant example of this type of content is an interactive calculator from CREW , a web design and development firm.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

John Legend Coming to Interact 2014

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by Amanda Batista | Tweet this We are pleased to announce that award-winning singer songwriter John Legend will be a keynote speaker at  Interact 2014 , the digital marketing conference for B2C and B2B marketers which will bring together thought leaders and technical innovators from top brands across the globe. Will we see you at Interact in San Francisco? Singer/Songwriter. Musician.

3 Ways to Connect Video Advertising to the Customer Journey

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To drive awareness and consideration, leverage existing first or third-party data from your data management platform and marketing automation platform, including interaction data from previous website visits, previous email engagement, CRM data, demographics, location and more. Use video interactions to discover your customer’s intent and use it to improve marketing automation.

Over Half of Global CMOs Are Making Data Driven Decisions

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Once you have a single unique identifier, you can really know who your customers are across all channels, and begin to: Personalize interactions based on channel preferences and behaviors. In a recent Marketing Land piece, the writer put it perfectly and quite succinctly: "Data permeates every facet of business today, and marketing teams are evolving to reflect the data-driven culture.

Marketing Automation is More Than a Fancy Email Machine

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Not only can you track email activity, but you see when your contacts interact with your blog, website, and other content. Marketing automation is one of those terms that could have a variety of meanings, but the most obvious one is not really what it means. The tool that is called a marketing automation platform is not strictly about automating your marketing. This makes good sense.

3 Mobile Marketing Trends You Can't Afford To Ignore

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Mobile is all about micro-moments: interactions that consumers expect to be fast, relevant, and frictionless - which makes the quality, relevance, and usefulness of marketing more important than ever in mobile. Apps = Main Digital Interaction. And according to Gartner: “Consumers see mobile apps as their main digital interaction with their favorite brands.”

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B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

The Power of Instagram in Email Marketing

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With active Instagram users engaging on that network up to eleven days a month, weekly or monthly emails could benefit dramatically from an increased lift in email content interaction. Since October 2010, Instagram has seen massive growth in its user base. In the first two months after release, Instagram hit 1 million users. Two years later Facebook bought Instagram for $1 billion.

53 Questions to Help You Choose the Right Interactive Content Creation Platform

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You may not know much about interactive content , but i t’s changing the way marketers are engaging with prospects across industries and channels. With lead form completion rates in the 40% range, interactive content provides marketers with the ability to improve lead quality and to speed MQL creation. What effectiveness metrics does the interactive platform provide?

Using Data-Driven Marketing for Business Success

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With the advent of huge amounts of data now available, thanks to online interactions and shopping, digital marketing has become hugely reliant on this data-type of information for decision-making. The data has many sources like a company’s CRM or ERP system or its website and social media presence. Now we've matured and we correlate our data and study it. There is help.

The Biggest Mobile Marketing Trends of 2016

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When looking to improve customer acquisition rates, customer conversions and retention rates, fine tuning how your audience interacts via their mobile device is key to maximizing your revenue. Been a few weeks, but it's Friday Five time - a curated collection of five recent articles on one topic. This go round it's all about mobile marketing. Top Mobile Marketing Trends for 2016.

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5 Simple Marketing Automation Tips to Improve Conversion

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And if you are concerned with reducing conversion by requiring too many fields, consider progressive profiling where you ask for additional information on subsequent interactions rather than all upfront. If the last time a record interacted with you was in 2010 than it is probably safe to remove it. But in the end, isn't it all about conversion? VP of Marketing.

Data is the Key to More Engaging Relationships with Your Customers

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Read more from other marketing experts in this interactive ebook. In today’s age, when a consumer goes to purchase an item, she is faced with an unprecedented level of choice. Purchase in-store or online? Name brand or generic? Local store or big box retailer? Consumers have neither the time nor the energy to absorb every message that companies deliver to them each day.

Machine Learning: Why the Most Effective Marketing Strategy is Invisible

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Consumers will not inconvenience themselves to interact with a brand. Retail-specific machine learning platforms are powered by several algorithms that automatically learn from both offline and online interactions over time. In the Facebook example above, the social media site does not ask you to choose whose content you prefer to see or which brand you prefer to interact with most.

Oracle Attains Highest Score for Current Offering in The Forrester Wave™: Lead-To-Revenue.

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Forrester Research recently evaluated 11 lead-to-revenue management (L2RM) platform vendors including Act-On, Adobe, bpm’online, CallidusCloud, HubSpot, IBM, Marketo, Oracle, Right On Interactive, Salesforce, and Salesfusion against 36 criteria. Digital marketers are continuously challenged with proving their programs are enabling sales and driving revenue. categories. Product News

How to Rock the World of Events and Marketing Automation

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Did you know that 82% of marketers cannot quantify the data that is collected from attendee interactions at their company events? That leaves only 18% of marketers that are actually utilizing event data to its full potential. The good news is we can flip this equation by using event and marketing automation together. That’s powerful. What if we made events work for you.

Why a Single View of Your Customer is Vital for Success

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More than ever before, we have an opportunity to see and interact with our customers and prospects across the largest number of channels and platforms. That provides more data to identify patterns in behavior that can be leveraged to create better messages and interactions with them. In the meantime, the number of devices and engagement channels march onward and upward.

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Marketers Need to Focus on Prospects' Behaviors, Not Demographics

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Suggested Metrics: Number or Percent of Interactions. Marketing is often about treating the largest groups of prospects and customers the same. This is how we scale. We aggregate data. We use demographic data, but we don't always look at our prospects' behaviors that indicate their intent. This is one of the ways to become a modern marketer. That is an analyst's job. Page Depth.

Integrating Online Video with Your Marketing Tech Stack

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” is achieved by integrating your OVP with marketing automation and interactivity to define the individual with whom you’re communicating. ” combines video with interactivity and personalization to enable you to send the right content to the right person at the right time. Step 2: “What should we talk about?” Step 3: “Can you hear me now?”

7 Compelling Reasons to Invest in Mobile Marketing

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You can connect audience interactions across mobile and desktop touch points, and generate revealing audience analytics beyond simple clicks and likes. 6. Mobile has experienced a meteoric rise in recent years. Smartphone and tablet usage has exploded, and the widespread proliferation of mobile devices is changing the way consumers and B2B prospects access media and online information.

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Tips to Manage the Convergence of AdTech and MarTech

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“The new type of agency is part of the convergence,” said Glen Hartman, Senior Managing Director, Digital Transformation, Accenture Interactive. Modern marketers know that effective technology application largely hinges on the proper collection and management of data. Partners are critical to helping marketers drive top line and bottom-line performance across the enterprise.

Oracle Data Management Platform: Empowering True Identity Management

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As consumers increasingly interact with brands across a range of different devices and channels, the challenge of identity management for a marketer becomes paramount. We know that consumers don’t have a linear journey when engaging with a brand, they jump around between mobile apps, mobile web, desktop browsers, email, etc. leaving a trail of unique IDs along the way. Product News

CMOs and Cross Channel: You Won't Believe How Much Perception Differs From Reality

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Just as you already know that today’s customers frequently interact with brands across multiple channels and devices leaving a trail of identifiers (like email addresses, loyalty accounts, browser cookies, and mobile device IDs) littered amongst the various technologies that power those customer interactions. Of course you already know that. But wait there is more, kids.

Why CMOs Need To Know the Difference Between Cross Channel Orchestration and Coordination

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One canvas for all cross-channel marketing means that channel-oriented teams have visibility into all of their audience’s interactions across channels and can design more informed, effective programs that adapt accordingly. Leverage integrated tools which ensures every customer’s experience is personalized, relevant, and consistent as they interact across channels.

4 Ways to Battle the Content Marketing Paradox

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Adding interactive elements, like quizzes, to static content is a surefire way to get audiences engaging and sharing. Static content, such as white papers, blog posts, and even product catalogs are the perfect source for interactive content. Turning research from a white paper into an interactive infographic makes your stats three times more likely to be shared on social !

Email Marketing: Going Beyond a Unique Open and Click

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Simply put, engagement segments are groups of customers placed into various buckets dictated by the last time that they interacted with an email. They are based on a timeline of interactions. No Interactions = Subscribers who have never engaged (there are a lot of them!). Is 20% a good open rate? What about a click-through rate of 5%? Is it the same 20% opening each time?

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4 Simple Tips for Making the Most of Your Marketing Budget

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Marketers should stop thinking ‘traditional vs digital’ and instead allocate marketing spend according to the purpose of the interaction and the desired impact. As every senior marketer knows, it’s essential to squeeze every last drop of value from your marketing budget. If the conversation is only about financial stats, you need to make a change. Consumer sentiment.

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Content Not Getting Enough Love? Try These 5 Easy Fixes

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The secret to standing out lies in interactivity. Generalized content is unlikely to get engagement from digital natives who are used to interacting with content created just for them. Relevant visual content, such as an interactive infographic, means that 95% of your audience is likely to understand your research , as opposed to 70% who will understand based on text alone. 5.

What the Heck is Cross Channel Marketing and Why Would I Want To Do It?

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Once you have a single unique identifier, you can really know who your customers are across all channels, and begin to: Personalize interactions based on channel preferences and behaviors. The term "cross channel marketing" is hardly new. It's been around for hundreds of years. Ok, maybe not hundreds but in some ways it seems that way, doesn't it? How much growth?

80% of Millennials Have Been Influenced to Purchase by a Mobile Ad

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While it's no surprise that mobile devices are playing a larger role in consumers' lives, the growth in the use of smartphone devices has had a transformative impact on the way people interact with brands. It's Friday which means it's Friday Five time, our weekly curated collection of five stories on one specific topic. This week, it's Mobile Marketing. Mobile Marketing

What CMOs Really Think About Account-Based Marketing

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Similar to the results found in a recent Argyle survey on data-driven marketing ; maintaining consistent, personalized interactions with prospects was named by marketing leaders as the #1 account-based marketing challenge. Is account-based marketing (ABM) a short-term trend or a long-term strategy? Is it resource intensive or scalable? An optional component or core pillar? CMO Corner