tag:econsultancy.com,2008:/topics/marketing-automation Latest Marketing Automation content from Econsultancy 2017-06-06T16:00:51+01:00 tag:econsultancy.com,2008:RoundtableEvent/879 2017-06-06T16:00:51+01:00 2017-06-06T16:00:51+01:00 Marketing Automation & AI <p>This roundtable discussion will give attendees the chance to share their key challenges, headaches, and success stories around automation and AI. It provides an opportunity to learn from industry peers, with the aim of providing inspiration for your own marketing automation and AI efforts.</p> <p>Talking points will largely be decided by attendees on the day, but could include:</p> <p>• Marketing automation in a world of multichannel customer journeys: Have you gone beyond email? What challenges do you face?</p> <p>• Who is using machine learning effectively? Is your data strategy ready?</p> <p>• What’s wrong with humans? Are chatbots overhyped?</p> <p>• With marketing automation maturing and AI coming to market, are we risking turning from peacocks into chameleons by delivering ever more targeted messaging? Could this technology dilute your brand identity?</p> <p>• What is the endgame for machine learning and your business?</p> tag:econsultancy.com,2008:WebinarEvent/875 2017-06-05T04:59:05+01:00 2017-06-05T04:59:05+01:00 State of Marketing Automation in Australia & New Zealand <p>This webinar will highlight results from Econsultancy's first State of Marketing Automation in Australia and New Zealand report, published in association with <a href="https://www.oracle.com/marketingcloud/index.html" target="_blank">Oracle Marketing Cloud</a>. The report evaluates current adoption levels, tools and processes employed as well as barriers to effective use of marketing automation. Some key insights from the research include:</p> <ul> <li>The majority of companies are choosing to manage their marketing automation in-house</li> <li>A capability gap is hampering the potential of marketing automation</li> <li>There's a pressing need for data unification</li> <li>Cloud-based SaaS platforms lead the way at an enterprise level</li> </ul> <p>The live session will be hosted by by <strong>Jeff Rajeck, Research Analyst, APAC at Econsultancy</strong> and <strong>Nick Dennis, Presales Director, ANZ at Oracle Marketing Cloud</strong>.</p> <h4>Webinar done in collaboration with: <a href="https://www.oracle.com/marketingcloud/index.html" target="_blank"><img src="https://assets.econsultancy.com/images/resized/0008/6905/oracle_logo-blog-flyer.jpg" alt="OMC" width="150" height="80"></a> </h4> <p><strong>FAQ:</strong></p> <p><strong>I'm not an Econsultancy subscriber, can I join?</strong></p> <p>Ans: You sure can. The sessions are complimentary for existing customers and new friends.</p> <p><strong>Will the session be recorded?</strong></p> <p>Ans: Yes! We record all of our webinars, and we'll send out a link to the recording the following week.</p> <p><strong>What if I register but can't make it?</strong></p> <p>Ans: It's all good. We'll send a follow-up with key takeaways and a link to the recording.</p> <p><strong>Can I ask questions?</strong></p> <p>Ans: Absolutely! This session is for you. Bring your questions and participate during Q&amp;A.</p> tag:econsultancy.com,2008:BlogPost/69057 2017-05-15T13:00:00+01:00 2017-05-15T13:00:00+01:00 Walk before you run: Marketers must get the basics right before they turn to AI Tink Taylor <p>Even before it became an everyday reality, the concept had acquired a rich and diverse history; everything from the evils of Skynet to the comforting sight of Big Hero Six’s Baymax have become synonymous with AI.</p> <p>Today, that potential is starting to be realised: AI is progressively becoming a fundamental part of many business strategies. In fact, within the most innovative organisations, AI usage has become a central part of their current strategy. Google uses Rankbrain, for example, to decipher natural language search queries while website design platform, <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">The Grid</a>, uses AI to automate several of the usually tedious coding processes. </p> <p>Aiming to capitalise on our digital-first world, many marketing teams have earmarked AI as potential cornerstone in their future strategies. Indeed, a report late last year found that <a href="http://webershandwick.co.uk/press_release/global-consumers-are-seven-times-more-likely-to-see-a-positive-than-negative-impact-of-artificial-intelligence-ai-on-society-and-their-personal-lives/">68% of CMOs</a> are now planning for business in the AI era, while a further 55% expect the technology to have a bigger impact on marketing and communications than social media.</p> <p>However, despite its rosy long-term outlook, the immediate future of AI is far from clear. The same research found that nearly two-thirds of global consumers (64%) are becoming increasingly concerned about the use or adoption of AI – with worries centring on the expected loss of privacy. </p> <p>Most interestingly, more than half of Chief Marketing Officers (58%) believe that within the next five years, companies will need to compete in the AI space to succeed. Excited by the <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">power of AI</a>, marketing departments are looking beyond the usual fears of job losses and seem optimistic about its potential in mapping out customer lifecycles with a level of granularity that has never been possible before. With plans to develop a deeper understanding of market segmentation and customer preferences, marketers hope AI will unlock a new level of personalised, targeted engagement. </p> <p>Despite the phenomenal strides AI has made and the potential impact it could have in revolutionising the world, the fact remains that most marketing departments are worlds away from delivering AI-led outreach campaigns. While it is heartening to see the industry becoming so enthused by the prospect of AI, it is important that plans are not rushed.</p> <p>With plans for impressively complex and sophisticated AI-based engagement strategies already being drawn up, I would first urge caution and advise that organisations spend time ensuring they have the foundations in place before they begin building for the future.  </p> <p>Without the basic tactics in place, it will be impossible to make the best use of advanced technologies such as AI. Here are four top tips to help marketers prepare for the rise of Artificial Intelligence: </p> <h3>1. Make sure you know what you’re doing. And why you’re doing it</h3> <p>Like any marketing tool, AI can only be powerful if marketers know how to use them. With the wealth of intelligent technologies at their fingertips, it is crucial that they fully understand the tools currently available before integrating with new software.</p> <p>An example is dotmailer’s self-learning Data Watchdog technology which prevents a user from sending emails that may cause complaints and issues, by detecting and quarantining suspicious contacts. In addition, it is important to ask questions such as ‘how will this impact my marketing strategy’, ‘what will be the outcome’, ‘will this deliver the expected outcome’ and so on.</p> <h3>2. Good things come to those who wait</h3> <p>Implementation will always lag behind innovation; yet a common mistake is to rush and invest in the newest technology before optimising the potential of what an organisation currently has. Taking the time to identify what new tools match with the business' ambitions will improve integration and help avoid unnecessary spending.</p> <h3>3. Get the basics right</h3> <p>If marketers are not making the most of email marketing automation tools, they should prioritise this first and focus on understanding and harnessing the potential of their current marketing solutions. AI – and other innovative technologies – can then be used much more efficiently.</p> <h3>4. Keep everyone looped in; but do it safely</h3> <p>AI relies on data. With consumers increasingly building virtual lives through devices such as smartphones, organisations are generating huge volumes of data which can be collected and analysed to yield insights. Sharing data is a must and it will be important to ensure that information can flow freely throughout the organisation, allowing AI systems to build as complete a picture of the customer as possible.</p> <p>Of course, this brings with it its own challenges: notably in keeping this data secure, without compromising its availability for the wider business. To this end, your organisation must be water-tight, and marketing departments will need to work closely with IT managers to ensure that information – particularly when it comes to customers – is shared in a safe and secure way.</p> <p>Without a doubt, the convergence of AI and email marketing is a mouth-watering prospect. Taking customer targeting to unprecedented levels, the technology has the potential to deliver the hyper-personalised style of marketing that was previously thought possible only in science-fiction. Moving from <a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales/">making predictions about broad groups of people</a>, to targeting the individual: it’s possible to imagine a world in which one-to-one, contextually linked messaging is directed by specialist algorithms that can recognize that individual’s normal behaviour. </p> <p>We are, however, still some way off this world becoming a reality. Until then, we must stay grounded, avoid getting swept up in the excitement, and ensure that we’re making full use of the technologies already at our disposal.</p> tag:econsultancy.com,2008:BlogPost/69065 2017-05-10T13:30:00+01:00 2017-05-10T13:30:00+01:00 Five advanced data and segmentation tactics for marketing and sales Jordie van Rijn <p>How can marketing effectively play a bigger role in qualifying the leads that are passed on to sales? By scoring those leads and using segmentation.</p> <p>However, one of the key <a href="https://econsultancy.com/blog/69015-three-key-findings-from-the-2017-email-marketing-census/">findings of the email marketing census</a> this year is that advanced segmentation at scale remains elusive for many businesses. While 78% of senders are doing basic segmentation, only one-third are doing advanced segmentation.</p> <p>As far as leading scoring, 29% are scoring their leads while another 25% are only in the planning stages.</p> <p><img src="https://assets.econsultancy.com/images/0008/5928/segmentation-email-census.png" alt="" width="573" height="353"></p> <p>Segmentation is an effective marketing and sales tactic. One could say that lead scoring is segmentation - we divide our contacts into groups based on their lead score.</p> <p>How can we use segmentation and customer data to bridge the qualification gap and identify the ideal next action? Here are five tips.</p> <h3>1. Set up a segmentation model based on the end result</h3> <p>Segmentation is of little use if you don’t use it. And the best way to use it is to be strategic about it, by starting with the end when you set up your segmentation model.</p> <p>Determine what you want your marketing campaigns to accomplish and work backwards from those goals. When your goal is re-activating lapsed customers, for instance, think about which segments are high value. This means “save-able” versus simply “lost and good riddance”. Then look at which are likely to churn. That might seem like a crude approach, but now you have a starting point from which to gather the data during the relationship to get the segmentation and timing right.</p> <h3>2. Identify the funnel stage</h3> <p>Ask leads where they are in the buying process. A newsletter registration is a good time to do so. For example, a car dealership should always ask about the timeframe within which someone is planning to buy. This helps you gauge how far they <a href="https://blog.pipedrive.com/2017/04/customer-journey-sales-success/">are down the sales funnel and customer journey</a>. You can then match up your actions and content with that stage.</p><p>This also helps you use your content more effectively. Review your assets and ask, in which buying stage does this particular piece of content sit? To which prospects does it appeal and how can it help move him or her to the next stage? That sounds like an advanced tactic, but realize it can be a filter for your lead scoring: you know whom should get an offer for a test-drive vs. a brochure vs. someone who should get a call within a few days.</p> <p>This tactic also helps a company become intentional about messaging, reserving the more costly forms of contact for the higher value and hotter prospects. In situations where a lead is identified as “hot” and “high value,” you might even consider <a href="https://blog.leadfeeder.com/best-sales-follow-up-techniques-emails/">manually writing follow-up emails</a>, as opposed to automating them. The personal touch can go a long way, and your leads will feel the difference.</p> <h3>3. Know one bit of data says a lot about another</h3> <p>Psychographics tell you about lifestyle, interests, opinions, etc., but remember that one piece of data can hold a lot of information about all of those. You can safely assume that a 65-year-old engineer will have very different interests and need for knowledge than an office manager who is just starting out. That means you can derive some information from data you already have.</p> <p>As an example, consider the home address as a data point. You can deduct a lot from an address, such as income level, life stage, climate and weather, and even if they will potentially be interested in what you’re selling. From what I call the <a href="http://www.emailmonday.com/smart-email-marketing-segmentation-the-art-of" target="_blank">pillars of segmentation</a>, a home address has a predictive power to inform information in demographics, psychographics and even behavioral information (like benefits sought or usage intensity).</p> <p><img src="https://assets.econsultancy.com/images/0008/5931/pillars-emailmonday.jpg" alt=""></p> <h3>4. Be wary of self-reported data</h3> <p>Although it seems like it should be 100% factual, data doesn’t always offer absolute truths, especially for self-reported preference data. If you ask for brand preferences, customers will often point towards the more luxurious brands or ones <em>they like but won’t buy</em>. When buying time comes, they will still go for the economical brand. They like the pizza from that fancy little family owned restaurant, yet they buy the frozen stuff instead.</p> <p>People will tell you one thing, then go do another. Do they simply change their minds? No, they are simply doing what people do. We can blame part of it on flawed self-assessment and what is called the “<a href="https://en.wikipedia.org/wiki/Illusory_superiority#Driving_ability" rel="nofollow" target="_blank">above average effect</a>”. For example, a study found that 93% of US drivers rated themselves as better than the average driver. (If you’ve ever driven in the US, you know this can’t possibly be true.) It is human nature to perceive ourselves as the better version of ourselves.</p> <p><img src="https://assets.econsultancy.com/images/0008/5932/better-than-average.jpg" alt=""></p> <p>So ask your questions wisely. One way to improve is to ask about a customer’s buying or past behavior instead of preferences. A combination of data points will always give you a more accurate view. You can also test how accurate the self-reported brand preferences are. Look at your own database and where self-reported preferences and behavior overlap or contradict.</p> <h3>5. Make sure you can identify your audience across multiple touchpoints.</h3> <p>I know omni-channel is the hot term, but every time I see a 360-degree-customer-view presentation or blog post, a cynical part of me thinks, “Yeah, lame”. Those blogs and presentations seem to be made to make marketers feel bad about their data silos.</p> <p>Software vendors and consultants state, “the industry is doing so bad” and push (a part of) their audiences into a fantasy-state using case studies. The reality is, there is no such thing as a 360 degree customer view. It can be at most 180 degrees, as it will only be the part that customers are letting you see.</p><p>Practical marketers will piece together customer behavior across multiple points to get the biggest possible view. Your email marketing, website, search engine advertising, social marketing, in-store promotions, etc. can all be brought together, allowing you to gather more information across those touchpoints as well as do segmentation at those touchpoints.</p> <p>An identifier like a home address, email, customer number or browser cookie can tie it together. In fact, an email address works well as a universal ID, as email software systems can tie the email address to site behavior for you automatically. The software can carry over the ID from the email you sent through a click-through to the website.</p> <p>A practical use is retargeting in search advertising (often found very effective). These systems can even store anonymous profiles of website behavior and later tie them together. If all of that is done in real-time, it is fancily called a <a href="http://www.emailvendorselection.com/why-a-customer-data-platform-cdp-will-be-the-next-evolution-of-your-marketing-automation/" target="_blank">customer data platform</a>, a fairly new term and something every marketer should read up on.</p> <h3>Conclusion</h3> <p>With marketing being pulled into what used to be the domain of sales, it is a challenge to pass over quality leads to sales and generate the content or offer on the spot.</p> <p>However, if you can start with the end in mind, identify the funnel stage, make sure to use the hidden information in your data set, trust the data you know to be true, and create a bigger picture view of each customer, you will be well on your way to bridging that prospect knowledge gap.</p> <p><em><strong>Now read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68431-how-to-combine-attribution-and-segmentation-data-to-achieve-marketing-success/">How to combine attribution and segmentation data to achieve marketing success</a></li> </ul> tag:econsultancy.com,2008:Report/4457 2017-04-19T09:00:00+01:00 2017-04-19T09:00:00+01:00 Email Marketing Industry Census 2017 <p>The 11th annual <strong>Email Marketing Industry Census</strong>, published in partnership with <a href="http://www.adestra.com">Adestra</a>, is based on the largest UK survey of email marketers.</p> <p>The census takes an in-depth look at email practices being adopted, the resources being dedicated to email and the channel's effectiveness compared to other types of marketing.</p> <p>Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the <strong>use of metrics</strong>, the <strong>application of artificial intelligence</strong> and the <strong>impact of Brexit</strong> on how companies are approaching the <strong>EU General Data Protection Regulation (GDPR)</strong>.</p> <p>With <strong>11 years' worth of data to assess</strong>, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating.</p> <p>Over 1,000 respondents took part in the 2017 Census, which took the form of an online survey in February and March 2017.</p> <h2>What you'll learn</h2> <ul> <li>Find out how a variety of trends around email practices, budgets and opinions have changed over 11 years.</li> <li>Discover other marketers' opinions on what the future of email will look like.</li> <li>Benchmark your own practices with the activities of marketers maximising their email efforts.</li> <li>Understand the challenges organisations are facing in improving their email capabilities.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>Marketers get to grips with automation, helped by improved technology</li> <li>Email reigns supreme when it comes to delivering ROI, though companies must do more to measure success</li> <li>Companies are still under-investing in a channel which drove an estimated £29bn in UK online retail sales in 2016</li> <li>Companies continue to adapt to consumer use of different devices</li> <li>True personalisation at scale remains elusive for many businesses, though more companies are starting to reap the benefits</li> <li>Census shows signs of inertia and lack of understanding around EU data law changes</li> <li>Segmentation continues to deliver</li> <li>Responsibility for email shifts from the individual to the team</li> <li>Artificial intelligence can improve email marketing performance</li> </ul> <h2>Expert insight</h2> <p>The <strong>80-page</strong> 2017 report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:</p> <ul> <li>Andrew Campbell, Martech Director, First 10</li> <li>Chris Combemale, Group CEO, DMA</li> <li>Riaz Kanani, Joint MD and Co-Founder, Radiate b2b</li> <li>Dave Littlechild, Email, Ecommerce and Sales &amp; Marketing Consultant</li> <li>Kath Pay, Founder and Senior Consultant, Holistic Email Marketing</li> <li>Jordie van Rijn, eCRM and Email Marketing Consultant, eMailMonday</li> <li>Philip Storey, Email Marketing and CRM Strategy Consultant, CEO at Enchant Agency</li> <li>Tim Watson, Email Marketing Consultant, Zettasphere</li> </ul> <h2>Features of the report</h2> <ul> <li>Approach to email</li> <li>Email effectiveness</li> <li>Place in the organisation</li> <li>Optimising for different devices</li> <li>Personalisation</li> <li>Marketing automation</li> <li>Improving email marketing for the future</li> </ul> <p><strong>You can download a free sample of the report to learn more.</strong></p> tag:econsultancy.com,2008:TrainingDate/3234 2017-03-28T13:11:06+01:00 2017-03-28T13:11:06+01:00 Marketing Automation <p dir="ltr">Align sales with marketing, generate and nurture leads and increase response rates. Marketing Automation (MA) is a growing area of digital that offers big potential for increasing revenue and our training course provide the tools to take advantage of it effectively.</p> <p dir="ltr">You will learn how to match your strategic marketing, demand generation and customer journey with a clear campaign and long term nurture process. </p> <p dir="ltr">No matter if it's your first step, optimising your current platform, or looking to reassess your current goals, this course will help you set clear objectives, to automate and optimise your marketing for maximum success.</p> tag:econsultancy.com,2008:TrainingDate/3233 2017-03-28T13:10:22+01:00 2017-03-28T13:10:22+01:00 Marketing Automation <p dir="ltr">Align sales with marketing, generate and nurture leads and increase response rates. Marketing Automation (MA) is a growing area of digital that offers big potential for increasing revenue and our training course provide the tools to take advantage of it effectively.</p> <p dir="ltr">You will learn how to match your strategic marketing, demand generation and customer journey with a clear campaign and long term nurture process. </p> <p dir="ltr">No matter if it's your first step, optimising your current platform, or looking to reassess your current goals, this course will help you set clear objectives, to automate and optimise your marketing for maximum success.</p> tag:econsultancy.com,2008:BlogPost/68890 2017-03-15T01:00:00+00:00 2017-03-15T01:00:00+00:00 Two innovative ways brands will use web analytics in 2017 Jeff Rajeck <p>In the video below, Mr Clark lays out his vision for web analytics in 2017 and I've then provided a summary, examples, and additional commentary.</p> <p><iframe src="https://www.youtube.com/embed/GlE_uBPa7io?wmode=transparent" width="560" height="315"></iframe></p> <p>So, according to Andy, in 2017 we will see brands:</p> <h4>1. Combine web analytics with marketing automation for a 360-view of the customer</h4> <p>In the past, customer views to websites were largely used for one thing in marketing – to create a personalised ad campaign through retargeting. That is, if someone visited a web page for 'red shoes', we made sure that those 'red shoes' followed them all around the internet.</p> <p><img src="https://assets.econsultancy.com/images/0008/4628/redshoes.jpg" alt="" width="800" height="354"></p> <p>Now, brands are using customer browsing behaviour as input data in order to change many things besides just an ad campaign. Through combining analytics data with marketing automation, marketers are able to use data from multiple sources to achieve multiple marketing objectives.</p> <p>For example, here a <a href="http://tealium.com/resources/webinars-and-videos/real-time-marketing-llbean/">marketing manager from LL Bean</a> describes how abandoned shopping cart data not only improves a retargeting display campaign, but can also improve email, paid search, and the user's future website browsing experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/4631/llbean.jpg" alt="" width="800" height="338"></p> <p>Then through assembling all of the captured data points, companies can produce a 'Universal Visitor Profile' which will be the central repository and source of data about identifiable customers.</p> <p>This will allow brands, then, to treat each member of their audience pool uniquely. The excellent example provided by LL Bean is that having this profile allows the team to assemble an audience of people who have viewed an out-of-stock item and advertise it to them <em>when it becomes available</em>.</p> <p>In doing so, marketing has captured website behaviour, combined it with their stock system, and leveraged it to give customers information that they are looking for through an email or display ad. </p> <h4>2. Integrate web analytics with offline systems for new business insights</h4> <p>It's curious that while most companies will use website data to improve their web experience, it's rare to find one which uses it as an input for enhancing other, non-web related data.</p> <p>This could mean using page views, time on site, or even bounce rate to determine the level of consumer interest in a product or category.  Or, with the right data, <a href="https://en.wikipedia.org/wiki/Conjoint_analysis_(marketing)">a conjoint analysis</a> of product features and benefits could be carried out through highlighting particular combinations on the website.</p> <p><img src="https://assets.econsultancy.com/images/0008/4632/conjoint.jpg" alt="" width="800" height="546"></p> <p>American airline US Airways (now American Airlines) had a <a href="http://tealium.com/resources/us-airways-tag-management/">particularly interesting external use case</a> for its website data. Besides providing air travel, US Airways also made significant revenue from its data monetization partner Adara Media.</p> <p><img src="https://assets.econsultancy.com/images/0008/4633/adara.jpg" alt="" width="800" height="383"></p> <p>But while US Airways had long ago integrated its offline booking system and loyalty programme database, the company website was changing so frequently that the web analytics data was often missing many key data points.</p> <p>Using a tag management solution, though, US Airways was able to greatly enhance the website data passed to Adara, and achieve an annualized ROI of over 400%.</p> <h4>So...</h4> <p>So whether it's through using web analytics to improve your marketing via enhanced automation or repurposing your web analytics to improve internal analysis, 2017 is going to see big changes in how brands use their website data, according to Tealium's Andy Clark.</p> <p>And while it will still be useful for more traditional reporting, the data marketers harvest from their websites can then be used to provide greater value both internally and to customers as well.</p> tag:econsultancy.com,2008:BlogPost/68810 2017-02-22T14:09:14+00:00 2017-02-22T14:09:14+00:00 Four ways AI is already being applied to sales and marketing Patricio Robles <p>Here are four examples.</p> <h3>Chorus.ai helps companies analyze their sales calls</h3> <p>While the phone call is an ancient phenomenon to many individuals, companies large and small still conduct a lot of their sales activity over the phone. Unfortunately, for obvious reasons, tracking, analyzing and improving the performance of salespeople on phone calls is a much more challenging task than, say, tracking, analyzing and improving the performance of email sales.</p> <p>But a number of companies, including Marketo, AdRoll and Qualtrics, are using "conversation intelligence" company <a href="https://www.chorus.ai/">Chorus.ai's</a> platform to record sales calls, transcribe them and analyze the content using AI technology.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/4099/chorus_ai-blog-flyer.png" alt="" width="470" height="189"></p> <p>Currently, that AI technology can identify key points in phone conversations, such as when a potential customer talks about features, reveals a pain point or mentions a competitor. This AI-based functionality can be used to develop market and customer insights, help develop best practices and scripts for sales teams and aid sales managers in mentoring individual members of their teams.</p> <p>In the future, Chorus.ai's AI tech could be used to display content to salespeople in real-time as a conversation is taking place. For example, if a customer raises an objection, Chorus.ai could surface content that a salesperson can use to address the objection.</p> <h3>Cosabella Lingerie uses AI to boost email revenue</h3> <p>Since high-end lingerie retailer Cosabella Lingerie adopted the Emarsys Marketing Cloud in October 2016, it has doubled its email subscriber base and <a href="https://www.emarsys.com/en/press-release/cosabellas-revenue-surges-60-percent-using-emarsys-ai-enabled-b2c-marketing-cloud/">grown email-driven revenue by over 60% compared to 2015</a>.</p> <p>Emarsys added an Artificial Intelligence Marketing (AIM) component late last year. It can be used to apply AI technology to a number of email marketing optimizations. Specifically, it offers automatic incentive management, "an AI-driven discount personalization layer that analyzes each recipient’s behavioral history to determine who should receive discounts, and for what amount," as well as send time optimization, which predicts when emails should be delivered to specific customers to maximize open rates and engagement.</p> <p>Because of the success of its email initiative, Cosabella says that, "The roll out of the Emarsys platform is the next big step in Cosabella’s move into AI integration during 2017."</p> <h3>IBM allows Watson to manage its programmatic ad buying</h3> <p>One of the most talked-about AI platforms is IBM's Watson. But rather than just pitching the software to its customers, the software giant is eating its own dog food, and one of the ways that it is applying Watson to its business is by allowing the AI to manage its programmatic buying of digital ads.</p> <p><a href="http://adage.com/article/digital/ibm-s-watson-programmatic-yielding-big-returns-ibm/304946/">According to</a> reports last year, IBM's use of Watson's AI tech led to an average cost-per-click decrease of 35% and as much as 71%. With IBM spending tens of millions of dollars a year on digital display ads, it's no surprise that the company was eager to make plans to have Watson manage all of its programmatic ad buying by the end of 2016.</p> <p>"Because of the volume and the dollars involved, trying to save those fractions of a dollar, or fractions of a cent, really matters to us," IBM's VP of marketing analytics, Ari Sheinkin, told AdAge.</p> <p>Watson's AI is capable of tracking and analyzing vast amounts of data – far more than any human ever could – and learning as it sees more campaign results, which means that despite its apparently already-satisfactory performance, IBM could find that the ROI from using Watson increases even more over time.</p> <h3>LeadGenius brings AI to B2B lead generation</h3> <p>As its name suggests, B2B SaaS startup LeadGenius is in the business of generating leads. Historically, lead generation has been a highly manual process involving human research and categorization, but LeadGenius applies AI to this process to significantly reduce the labor involved, saving customers like fraud prevention solutions provider Signifyd lots of time and money.</p> <p>John Livett, a sales manager for Signifyd, says that LeadGenius' tech saves him 15 hours each week, hours "that would have been spent trawling Google, LinkedIn, etc."</p> <p>The AI applied by LeadGenius to the lead generation problem helps the company identify individual businesses and determine how frequently their information should be retrieved based on an analysis of how long information is likely to be reliable; determine whether a company is "in-market" for a particular product or not; and identify buyer roles based on business titles.</p> <p>LeadGenius also applies AI to MailGenius, a salesperson-focused email client it created. MailGenius uses AI to craft email templates, track performance as responses come in and apply optimizations.</p> <p><iframe src="https://www.slideshare.net/slideshow/embed_code/key/3BYRspyKizEA5N" width="595" height="485"></iframe></p> tag:econsultancy.com,2008:BlogPost/68702 2017-01-20T01:00:00+00:00 2017-01-20T01:00:00+00:00 Three bold marketing technology predictions for 2017 Jeff Rajeck <p>Econsultancy has <a href="https://econsultancy.com/blog/68648-five-predictions-for-conversion-rate-optimisation-cro-in-2017/">several posts</a> which make <a href="https://econsultancy.com/blog/68661-five-trends-which-will-define-data-driven-marketing-in-2017/">bold statements</a> about the future of digital, but to change things up slightly we asked a few industry experts to chime in with their vision of what we will see in 2017 as well.</p> <p>In the brief video, Antonia Edmunds from IBM Marketing Cloud offers her views on what marketers should expect in the coming year.</p> <p><iframe src="https://www.youtube.com/embed/0xm2T518_eU?wmode=transparent" width="560" height="315"></iframe></p> <p>While the trends Ms. Edmunds mentions may not have achieved mass acceptance yet, it seems that marketers have been talking about each of these topics over the past year.</p> <p>Below are summaries of each of the points and links to further reading on the topics.</p> <h3>1. Cognitive marketing will give marketers better customer insights</h3> <p>Cognitive marketing, or marketing which uses technology that mimics the human brain to improve performance, was just starting to emerge as a concept in 2016. <a href="https://martechtoday.com/now-entering-age-cognitive-marketing-169117">Industry experts feel</a> that there will soon be an 'explosion' in the number of marketing systems which use it, though.</p> <p>When <a href="https://econsultancy.com/blog/68634-three-ways-brands-will-use-cognitive-marketing/">the topic was discussed at an Econsultancy event in Delhi</a>, participants came up with three ways in which cognitive marketing could be used to help them understand their customers better and improve their performance.</p> <h4>Segment audiences in new ways</h4> <p>Cognitive-based systems will be better at finding behavioural characteristics among people who appear to be very different.</p> <h4>Personalise content</h4> <p>Marketers using cognitive technology would be able to redesign messaging so that virtually every consumer saw something different, and something which was more relevant to them.</p> <p><img src="https://assets.econsultancy.com/images/0008/2369/delhi2.jpg" alt="" width="800" height="533"></p> <h4>Help customers make better decisions</h4> <p>By using massive computing power and large data sets, cognitive marketing systems will be able to identify unmet and unstated customer needs and help brands produce better offers and product guidance.</p> <h3>2. Marketers will shift from siloed channel strategies to cross-channel engagement</h3> <p>Marketers needed little prompting in 2016 to discuss their plans for how they were tackling the difficult task of delivering cross-channel marketing.</p> <p>At <a href="https://econsultancy.com/blog/68307-three-things-marketers-must-do-to-deliver-a-brilliant-omnichannel-experience/">a recent event in Melbourne</a>, marketers came up with <strong>three main points about what it will take for brands to follow consumer behaviour and become truly omnichannel.</strong></p> <h4>Identify data sources and break down silos</h4> <p>Effective cross-channel marketing is 'all about the data'. Yet marketers felt that one of the most important steps toward increased cross-channel engagement was to have access to all of the channel performance data.</p> <p>Without it, they would not be able to measure performance and improve.</p> <h4>Train up marketers so they can integrate systems</h4> <p>Another thing which brands need to do for cross-channel marketing is to ensure that their team knows how to use the technology they already have.  </p> <p>Participants indicated that <strong>there is a particularly big knowledge gap between what marketers are familiar with today and what is necessary to map the customer journey.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/9329/j2.jpg" alt="" width="800" height="533"></p> <h4>Take a unified approach to offline and online marketing</h4> <p>Finally, the brand needs to have a unified approach to its messaging, both online and offline.  </p> <p>As one delegate said, <strong>there is little point advertising to change perception of the brand on one medium and then not to be able to deliver that experience on the other.</strong></p> <h3>3. Marketing and ad technologies will converge</h3> <p>Predicted for some time now, it seems that combining <a href="https://econsultancy.com/blog/65212-what-is-marketing-automation-and-why-do-you-need-it/">marketing automation</a> with ad buying may finally happen in 2017. Benefits of doing so include being able to leverage data between web, email, and ad platforms to improve performance and customer experience.</p> <p><a href="https://econsultancy.com/blog/68665-three-keys-to-digital-advertising-success-in-2017/">At Digital Cream Singapore</a>, attendees said that there are <strong>three things marketers needed before marketing and advertising could be fully integrated.</strong></p> <h4>A cross-market ad buying strategy</h4> <p>For companies with marketing teams across geographies, marketers need to centralise ad spending before they integrate marketing.  </p> <p>This is particularly difficult in Asia-Pacific and as such many brands in the region are relying solely on the 'ad duopoly', Google and Facebook, for their advertising.</p> <h4>A single view of the customer</h4> <p>Most marketing teams now typically have data spread across many systems. So in order to merge marketing and advertising, they need to combine data to have a single, cross-organisational view of the customer.</p> <p>Doing so will make it much easier to share attributes, interests, and behaviours between ad and marketing automation platforms.</p> <p><img src="https://assets.econsultancy.com/images/0008/2648/5.jpg" alt="" width="800" height="533"></p> <h4>An attribution model</h4> <p>Finally, in order to have one technology stack, marketers felt that they need to agree on how to attribute credit for conversions for each step of the customer journey.</p> <p>Doing so is much more difficult than it sounds, so <strong>many marketers end up using last click or a 'fluid' attribution model which is changed periodically based on data.</strong></p> <p>It seems, therefore, that there are quite a few precursors required for these predictions to come true. One common requirement, though, is the need for a common data platform so that marketers can share data among themselves as well as with the organisation as a whole.  </p> <p>Breaking down data siloes should, therefore, be on everyone's wish list in 2017!</p>