This shouldn't be much of a surprise. Magazine publishers have deep circulation expertise, which is a great direct marketing skill to have; but it does not translate directly into marketing automation, email marketing and dynamic content. For this you really need to add to a deep technology skill set and strong process design capabilities.
How do I know? I was Circulation Director for a BPA qualified magazine with over 200,000 paid subscribers, including newsstand distribution.
Publishers are in a great position to leverage the latest messaging platforms, but they will have to beef up on the technology skill sets withing their circulation departments. And they will have to combine editorial direction with circulation skills in order to deliver relevant dynamic content to their readers.
Geolocation solutions...the customer says "bring it on". The retailer says, "I'm not so sure." I think the retailer is more right than the customer on this one because the customer will turn on the retailer if the retailer doesn't get it exactly right for "every" customer - and that's tough to do.
Excellent reminder to test, test and test again before enabling personalization strings and automation rules.
What would salesforce.com look like if it were to use Pardot workflows instead of separate Salesforce workflows?
UI in the intergration of SFA and marketing automation will increasingly become a differentiator between marketing automation platforms.
Wouldn't it be wonderful to have an app that let's everyone in the family know where everyone is, at all times and in all places. Parents would love it. Kids would hate it - especially the teenagers. And some spouses would never stand for it. This little marvel of an app could not only identify location but send timely and relevant messages to members of the family using location based data. Example, Joe stops at the gas station to fill up his car on the way home from work and instantly he gets a text message from his wife asking him to pick up a gallon of milk and bring it home.
Well such an app exists and it's called Life360. Life360 has been around for nearly six years and now has 100 million users identifying 45 million families around the globe. There goal: to be the hub of family life.
Now consider the headline above, there are no secrets on the web... and everything is on the web. Life360 is amassing a treasure trove of data, using location based information to build out the physical habits of your life. Already 100 million people are comfortable with this level of tracking and have willingly opted into use of the app. It's only 1.4% of the earth's population, but it's a pretty big sample size.
Now think of the possibilities for services and use by marketers at companies such as healthcare providers, medical practitioners, home security systems that turn on and off based on a member of the family entering or leaving the house, utilities companies, life style companies, etc. These are already in the works with such well known brands as ADT, NEST (Google), BMW and others.
Now consider the ability for Life360 to partner up with LifeLock, the identity theft protection company; IBM's Watson and their cognitive computing platform deployed in a SAAS model; Nike for personal training and health improvement and a host of local, state and federal government agencies that would love to protect you and save you from the next terrorist event or wacko that is on the loose in your town.
Clearly this data is given to Life360 under a halo of trust. The customers that subscribe to their service have opted-in and trust that the company will not abuse the privilege of all the very personal information they have given to them. When mapped to a database such as Zillow or the local county assessor records or blueprints from the developer of the neighborhood, Life360 will literally be able to tell how long a person is in the kitchen, the bedroom, the bathroom and the backyard. Sending a text message to the subscriber literally when the refrigerator is open (think smart fridge as a device in the "Internet of Things" world) and Life360 becomes a massive "big data" platform. All kinds of messaging opportunities within and between the family members becomes possible.
My point for marketers is this: relationships of trust are critical for the success and growth of your business; and customer lifecycle marketing or customer journeys - however you want to frame is in its infancy.
Nice - combine this with the computer power and cognitive learning abilities of IBM's Watson and you have a winner. Remember - there are no secrets on the web... and everything is on the web. :)
@AdamBlitzer well, yes it easy.lol That's why it's nice to have a governor.
Excellent view on transitioning an organization to become focused on the customer. If you get only one thing - get this point: The customer-centric approach also triggered a reorganisation of marketing in the last six months from a focus on product, to customer acquisition and lifecycle management. Great products are wonderful, but they needed to be delivered to serve the needs of customers. Focusing on the customer is the answer.
As the author says - don't wait! But do read between the lines. Notice that she ever so slightly makes that case that you need to start with customer lifecycle use cases.
If you're going to start with customer lifecycle use cases, might I suggest, you need to have a defined customer model in place before you can create the use case that fits your customer model. Even it's is rudimentary, define your customer model and build it up over time if necessary.
It's not perfect, but it is a major step forward for the platform.
In the old days of direct marketing we called this recency, frequency and monetary value (RFM). It is a highly useful technique and it's great that cars.com and others are applying it to frequency of email touch.
The other method that is referenced we called, frequency momentum and again this is a highly useful technique but one that is rarely used. It's too bad, because when frequency momentum is applied to "big data" it is exceptionally powerful. Consider that mass x velocity = momentum and you begin to get the picture on what this one metric call tell us when dealing with "big data" customer files, transactional files, site traffic, etc.
Really nice summary of multiple industry analysts and how they view the marketing automation space.
These same 9 tips are equally as useful for mid-size and large businesses. You may remember the old saying, "Thank global. Act local." This has typically been used in discussions about international expansion. However, the same could be said for large enterprise brands when thinking about customer engagement within their home market.
Worthwhile commentary and observations, but it's too positive. The Pardot acquisition (a marketing automation platform) sits in the Saleforce "sales silo" and is not even included in their "marketing cloud."
In addition, Salesforce is moving upmarket with their pricing strategy. One of the benefits of SaaS solutions or cloud solutions is that they can be consumed on a month-to-month basis. Now this is not true of all SaaS solutions, but for those that are pursuing the SMB market, this is a big advantage. Assuming what we are seeing is accurate across the board, Salesforce is migrating to an annual subscription process and away from the month-to-month options. Makes complete sense for mid-size to large enterprises. Also, makes sense from a cash management and receivables management perspective - but it is a move away from a customer friendly practice that is attractive to SMB companies. Hence, it is a move up market.
Love what I'm seeing on the Pardot road map for Nurture Studio, pre-built nurture tracks and visual reporting in the track.
Nicely said Cassie. This is also why it's important take the long view and use a Customer Lifecycle in your analysis. Too often marketers focus on campaign results or product promotion results and completely ignore customer lifecycle analysis. It's an old story from the magazine publishing world that although promotions like a sneaker phone may drive rate base, it destroys Conversion and Retention numbers. The same still applies. Free shipping, free add-ons and free anything can move the short-term revenue needle, but keep your eye on the value of the customer and if they convert well, buy broad into your product / service set and stay with your company, year-over-year.
Focusing on the customer lifecycle is one of the most compelling ways to drive revenue and profits, but it takes patience and deep analysis - sometimes years.