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Managing Digital Marketing in 2017 Report - TFM Insights

Managing Digital Marketing in 2017 Report - TFM Insights | The MarTech Digest | Scoop.it

"This report, written in partnership with Smart Insights explores approaches businesses use to plan and manage their investments in digital marketing.

  • Digital transformation is still popular as 63% of companies surveyed are either planning on embarking a transformation programme or are currently working on it.
  • However, nearly 50% of the businesses do not have a defined digital plan or marketing strategy, which makes it more difficult to achieve positive impact that aligns with marketing and business priorities in the long term.
  • Integration appears to be a challenge again this year as the majority of the businesses are either trying actively to integrate digital and traditional marketing, or having limited or no integrations.
  • SEO was identified as the best channel for delivering greatest ROI, followed by Email marketing and content marketing.
  • The most popular approaches for testing different variations are customer personas, customer journey mapping and AB testing, with websites and emails being the most effective channels to carry out the tests."
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Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Infographic: 8 B2B Marketing Myths Debunked - Technology Advice

Infographic: 8 B2B Marketing Myths Debunked - Technology Advice | The MarTech Digest | Scoop.it
Finding out your favorite marketing byword is a lie can be as upsetting as learning there’s no tooth fairy. These 8 marketing myths are the worst offenders.
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Meet your new MOM (Marketing Operating Model) | McKinsey & Company

Meet your new MOM (Marketing Operating Model) | McKinsey & Company | The MarTech Digest | Scoop.it
At a high level, an effective MOM is made up of three parts:

Integrated consumer data: Collecting data isn’t the issue—companies have plenty of it. It’s not uncommon, for example, for marketing, customer care, transaction/order, technology, and store operations to all have distinct sets of data on a single consumer in multiple databases and tables. The challenge is weaving all the available data into an accurate and complete profile of the individual consumer. Failing at that can blunt the impact of even the most ambitious data-collection efforts.

Decision making: With a complete customer profile in hand, companies can “score” customers based on specific criteria of value-creation potential, allowing marketers to prioritize which messages, offers, and experiences to deliver at which points in the decision journey. A set of business rules and regression models, increasingly based on machine learning, helps to prioritize and match specific messages, offers, and experiences to specific customer scores.

Distribution platforms: Marketing-technology platforms are the last mile of the process. They integrate the customer scores and use them as triggers to deliver the right message to the right person across all addressable channels. Equally important, the platforms track the responses, conversion, and value created so that the MOM can learn and adjust.
CYDigital's insight:

Lotsa blanks to fill in, but CT for the details.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Most marketers “miss sales due to dated marketing technology” | Netimperative

Most marketers “miss sales due to dated marketing technology” | Netimperative | The MarTech Digest | Scoop.it
Greater sales can be achieved during peak periods (and the quieter times) with stronger MarTech integration as the data reveals:

· Real-Time Content Distribution – Marketing departments would be less pressured if they could get their content live faster (58%) and produce more of it (52%).

· Value of Content – Approximately 50% of respondents say the brand experience they offer is improved by content but their biggest peak challenge is conceptualizing organic ideas and executing them faster than competitors.

· Crucial Peak Performance – 76% of companies have peak traffic periods that account for an average of 32% of their total sales.

· Ability to Communicate Global Business Goals – 46% of marketers want to be able to collaborate more effectively across international markets.

· Quality Over Quantity – The biggest challenge of peak periods is to come up with content that is better and is executed faster than competitors (50%).
CYDigital's insight:

No one is crying for the Marketing department. Put on your big boy/girl pants. And adopt Agile Marketing.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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The Art Of The Shift: When To Optimize Or Shift Your Digital Marketing Investment - Forbes

The Art Of The Shift: When To Optimize Or Shift Your Digital Marketing Investment - Forbes | The MarTech Digest | Scoop.it
A major trait of a successful marketer is understanding when not to switch. They understand the importance of patience, and they do so in a number of ways.

  • First, they make sure they are basing their decisions on facts driven by data that have had time to aggregate and reveal truths. 
  • Successful marketers also understand that they have to look at more granular data. 
  • When looking at data within channels, you should take into consideration whether the execution was effective. 

Apply these criteria and which direction to shift will present itself with clarity. 

CYDigital's insight:

The article focuses on digital advertising spending, but is applicable to all areas of MarTech spending. And if looking at MarTech spending as a whole, know that people resources are the #1 issue.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Three full-stack marketing trends for 2017 - Econsultancy

Three full-stack marketing trends for 2017 - Econsultancy | The MarTech Digest | Scoop.it
1) Marketing will be (technically) easier in 2017

2) Incentives will become more important

The maturing of marketing technology will affect what it is marketing departments actually do with their time. Instead of focusing on just getting things to work, brands will spend more time on incentives and improve the overall customer experience.

3) Marketers will use artificial intelligence (AI) to personalize the customer journey

Companies which do understand their customers' various journeys will use artificial intelligence (AI) to 'improve communication' with and 'deliver personalization' to their customers in 2017.
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Why Only 21% Of Marketers Can Measure Revenue Contribution | CustomerThink

"Where companies fall short:
1. They’re using outdated technology
2.Their measurements are not actionable
3. They’re not aligned with the business
4. They haven’t made Finance their ally
5. Their data quality is holding them back
6. They lack visibility into baseline metrics.
7. They use marketing technology inconsistently"

CYDigital's insight:

8. They don't have the proper attribution model.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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The crazy-effective 12-month digital marketing campaign schedule - Marketing Land

The crazy-effective 12-month digital marketing campaign schedule - Marketing Land | The MarTech Digest | Scoop.it

Web marketing sprint 1: months 1–4

  • Persona/KPI interview & questionnaire
  • Analytics setup
  • Site audits
  • Topical keyword research
  • Information architecture analysis & implementation
  • Navigation optimization
  • Social strategy/review
  • Benchmark report


Web marketing sprint 2: months 5–8

  • Navigation implementation
  • Tag optimization
  • On-page optimization
  • Content messaging
  • Editorial calendar & blogging
  • Social media implementation
  • Information architecture analysis
  • Benchmark report


Web marketing sprint 3: months 9–12

  • Information architecture analysis
  • On-page optimization
  • SEO performance reviews
  • Social media implementation/blogging
  • Conversion optimization
  • Benchmark report
CYDigital's insight:

Really a brilliant outline that, with a few changes here and there, could be applied to any digital activity including marketing automation implementation.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Mohd Nafees's curator insight, August 3, 2016 1:24 PM

digital marketing

 

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As Marketing Complexity Rises, Where Are Marketers Biggest Digital Gaps? - MarketingCharts

As Marketing Complexity Rises, Where Are Marketers Biggest Digital Gaps? - MarketingCharts | The MarTech Digest | Scoop.it
The vast majority (84%) of marketers believe that the level of complexity faced by marketing professionals over the next 5 years will be high (55%) or very high (29%), per results from the latest iteration of the SoDA Report conducted with Forrester. While respondents tend to see more complexity on the horizon as they did in last year’s report, they also feel more prepared.
CYDigital's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Digital marketing budgets are growing (but are marketers battle-weary?) - Econsultancy

Digital marketing budgets are growing (but are marketers battle-weary?) - Econsultancy | The MarTech Digest | Scoop.it
When asked to identify barriers to digital marketing investment, 33% of respondents admitted that 'company culture' was one. In 2015, this figure was only 24%.

Looking more closely at the organisational attitude to digital marketing spend, it seems marketers are a little less bullish than last year as to whether all the battles have been won.  A smaller proportion of respondents think they are working towards cohesive CX, breaking down silos, securing boardroom buy-in (a significant drop from 71% to 57%), reserving budget for innovation, or breaking the distinction between digital and traditional budgets.

On the positive side, 54% of respondents are planning to recruit more people into their digital team in 2016 - this is an increase from 51% in 2015.
CYDigital's insight:

Yeah, and network managers were becoming battle-weary 25 years ago. Wake up!!

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative: Scott Brinker

Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative

~ Scott Brinker (author) More about this product
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"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."

CYDigital's insight:

I'm sure that if you send it to the author with a SASE, he'll sign it.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The modern CMO: Going nowhere fast without technology | B2B Marketing

The modern CMO: Going nowhere fast without technology | B2B Marketing | The MarTech Digest | Scoop.it
The modern CMO must now embrace an extended skillset that often creeps into the realm of IT, exploring new technologies from a marketing perspective. The challenges on marketing and IT agendas are, therefore, joined-up and concerned with technology strategy and consolidation. Marketing and digital strategies are closely aligned. They must take adoption techniques into account to improve business processes, adding yet another string to the modern CMO’s bow – change management. Understanding how the organisation and its employees must adapt and learn new skills is imperative to successful technology implementation.

The modern CMO and his/her team are working with IT to leverage and realise the true value of technology to improve their ROI. Previously, these two distinct disciplines and mindsets consisted of independent, siloed teams that lacked the ability to identify and capture revenue opportunities from a business-aligned perspective. The amount of data accrued by marketing programmes requires a comprehensive analytics platform to make sense of the data and turn it into useful insight. The relationship between marketing and IT seems to be an obvious and natural partnership. However, this newly found marriage is a must in order to utilise technology solutions for improved marketing agendas.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

CYDigital's insight:

I wish...

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Brace Yourself For The 2016 Digital Re-Org. - Forrester

Brace Yourself For The 2016 Digital Re-Org. - Forrester | The MarTech Digest | Scoop.it
Our key findings from the survey are:

  • Headcount Growth Plateaus As Operating Model Shifts. Digital headcount growth has plateaued, with teams averaging 94 people, down from 95 in 2014 and 103 in 2013. 
  • Technology Skills Aren’t The Biggest Headache Anymore. Technology skills are still hard to find, but roles like analytics and product management are increasingly vital, and much harder to source. 
  • Reorganizations Loom. The drive for customer obsession and better cross-functional collaboration will necessitate fundamental reorganizations that challenge old product and channel structures. Progressive digital teams will initiate these discussions in their firms in 2016. 

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital's insight:

ESPECIALLY analytics!

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heidi groshelle's curator insight, March 14, 2016 2:28 PM

ESPECIALLY analytics!

Mark E. Deschaine, PhD's curator insight, March 15, 2016 8:22 AM

ESPECIALLY analytics!

The Twinkie Awards's curator insight, March 15, 2016 9:06 PM

ESPECIALLY analytics!

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Avoid a Zero-Based Budget by Driving Growth as a Marketing Center of Excellence - Profs

Avoid a Zero-Based Budget by Driving Growth as a Marketing Center of Excellence - Profs | The MarTech Digest | Scoop.it
Finance leaders identified marketing efforts, or expanding relationships with existing customers, as the top strategic factor driving company growth and profitability in 2016, according to the 6th annual CFO Sentiment Study. Nevertheless, marketing budgets are already on the chopping block.

For example, to support Unilever's efficiency expansion drive, its marketers will now have to adopt "zero-based budgeting": They'll have to justify spending on all new activity instead of their budgets' being based on the previous year's spending.

What might be the underlying cause of budget reductions despite CFOs' belief that both top-line and bottom-line growth in 2016 will require sales and marketing? It's likely that despite improvements in technology and processes, as well as an increased focus on measurement, only few marketers can actually prove their value.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital's insight:

And this is EXACTLY the reason why marketers need to avoid Customer Experience as their raison d'etre. Get your attributable MarTech initiatives in place, then move to CX only after you can demonstrate ROI from MarTech. Jeez....

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CMOs Predict Budget Growth Despite Limited ROI Gains - MarketingCharts

CMOs Predict Budget Growth Despite Limited ROI Gains - MarketingCharts | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Customer Experience Matrix: Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix: Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital's insight:

We're doomed!!!

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Technology’s “Strategic Imperatives” = Marketing Brilliance - Chiefmarketer

Technology’s “Strategic Imperatives” = Marketing Brilliance - Chiefmarketer | The MarTech Digest | Scoop.it
For digital marketers, it’s most productive to think of the “strategic imperatives” as framing not only an enterprise’s strategic direction but also serving as the wellspring for its marketing and sales campaigns.

Here’s a case in point: IBM projects strategic imperatives-related sales will generate $18 billion, or 40%, of the company’s overall revenue by 2020. Nearly all of its messaging and marketing mechanics now are built on that paradigm.

Because most enterprises are aligning product development and sales initiatives around one or more of the “imperatives,” the opportunity for digital marketers is virtually unparalleled.

With this in mind, a 2016 digital marketers blueprint should be built on three “strategic imperatives:” 1) Data-driven customer engagement, 2) Mobile technology’s omnipresence, and 3) Monetizing metrics to measure social media.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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