Pretty interesting stuff when you consider what capabilities your digital marketing/messaging platform needs to have. Does the same apply in the B2B world? Possibly. What would a purchasing agent do if he/she received a Free shipping offer or 90 days free financing or a "we've doubled your credit line" offer just as they were about to cut a PO?
Nice. Simple. Explanation.
Meaningful and substantive, but you have read between the lines and apply it to your business. When the software becomes interactive and maps the customer journey without human interaction then we'll be in the space where Watson from IBM lives. Cognitive computing on a massive enterprise level is the requirement for global companies or even simply big brands.
I'm not sure this is "next generation", but okay another company joins the fray...yawn. The one thing they have right, is that marketing tools are still too difficult, but that's a difficult beast to slay, given that marketers like to have granularity when it comes to control of what's happening... and if you want sophistication, well, that usually takes you down a path of complexity. :)
Good stuff in here. It's always nice to have a simple starting point... :)
This shouldn't surprise anyone... it's September and who wants to try new technology going into the 4th quarter...too much risk. The 4th quarter for retailers is the time to scale up everything you know that works. From a technology standpoint, the time to test and invest in new technology is the first half of the year.
Another cute way from Mr. Godin to define 1:1 marketing, relationship marketing, targeted marketing, personalization, etc. It's not like this is anything new, but it is a good reminder.
It's also a very subtle way of saying, "let's market to our differences" instead of finding and marketing to the "common ground", similarities or sameness. Example, we are all part of the human family. We all breath oxygen to survive. We all require water. We all require food. We all need to be loved.
Yes, the bell curve above is an interesting chart, but let's get real - we're either all "weird" or we are all "human".
Eleven questions = eleven months of work? Perhaps. It all depends on how big your company is, how many silo'd divisions you have and whether or not executive leadership buys into the notion that your customers need a cohesive branding experience. IF you can pull this together, execution is the real bag-a-boo. :)
Read the eleven questions posed here, then call us if you need help (602-692-3818). Creating a customer lifecycle blueprint across a large enterprise is no easy task. Even within a mid-sized company it can be a challenge. It will take time, focus and concerted effort.
One more that I would add...if your data is junk don't expect miracles to happen overnight. It's like asking a mechanic to spin a porche from the junk yard scrap heap. He might be able to eventually get there, but it's going to take time, ingenuity and a lot of work. So it is with your email efforts and a junk heap of data. Get your data right if you want great results.
Transaction emails may be boring but that can be super effective and profitable.
How many CEO's do you know that will wait 31+ months to impact 35% of their revenue? Not many from expeirence - especially if they work in a public company. And how many CMO's will wait that long? Probably less than the CEO's given their short life spans in their positions.
Just the same, abandoned shopping cart emails are worth their wait - and their weight in gold. This is one of the lowest cost sources - most responsive segments you will find in your entire segmentation efforts.
Interesting commentary - but short-sighted in saying there is an easy fix... :) now before any of you take exception to my comment, I'll post a full explanation later in my blog as to why. Having said that, here is the short answer: there are no secrets on the web...and everything is on the web. More to come later.
50 billion connected devices and counting... beacons are still at the beginning a major shift to real-time messaging, driven by location, context and personalization.
I know very few marketers that think the role of marketing stops at acquisition...but if you do, this is a good reminder to reconsider the entire Customer Lifeycycle and your responsibility to understand customer behavior through the entire process.
17% of permission driven opt-in emails don't reach the inbox. That's a significant amount...
The best advice I could give to anyone embarking on customer lifecycle marketing, enabled with marketing automation is this - keep it simple. The simpler the better. Start slow. Keep your expectations realistic...and get your analytics in place. Very little is gained if your customer lifecycle marketing is so complex that you cannot derive predictable, reliable results.
Consider how you will build your control groups and apply the discipline of A/B splits and make sure your analytics will support it...and that it fits with what is happening in your customer lifecycle marketing.
If not, a few months or years down the road, you'll have all this great technology deployed and will be flying by the seat of your pants with no idea of what actually produces revenues or profits.
Build it right.
Noteworthy development. Big scale. Big brands. Big impact. Assuming of course the people creating the strategies, doing the interaction designs and implementations understand how to bring together all pieces of this very large and very complicated set of tools and technologies. This is going to take some time but it will be meaningful over the long haul.
This is good detail on the operations of Marketo and the progress they continue making as a company.