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The Future of Marketing Is Semantic: Search Predicts The Future - Forbes

The Future of Marketing Is Semantic: Search Predicts The Future - Forbes | The MarTech Digest | Scoop.it

Digest...


By is very definition; the idea of “Semantic” is to find meaning and or intent in someone’s words. But as of today through knowledge graphs, socially validated search and modified SEO, most of the intent is to bring clarity as to what is being searched for today.

 

This same type of ability to extract meaning from search could also be a powerful tools for marketers to better understand what a consumer may intend to do. The question comes down to how marketers can collect, sort and utilize this to connect with a consumer at the exact right time to drive an inevitable purchase their way.

 

The web is smarter, but mostly because we incessantly use tools that allow data to extract meaning. For consumers that leads to some better content to be driven our way, but for marketers this is a goldmine for understanding current behavior and how that may lead to a purchase in the near future.

 

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CYDigital's insight:

Isn't semantic the core of many solutions, marketing or otherwise?

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Top 100 B2B Advertisers Spending Trends, by Medium - Marketing Charts

Top 100 B2B Advertisers Spending Trends, by Medium - Marketing Charts | The MarTech Digest | Scoop.it

Ad spending by the 100 largest B2B advertisers grew by 3.4% year-over-year in 2013 to an estimated $4.9 billion, according to Ad Age DataCenter’s analysis of Kantar Media measured media spending data. Broadcast and cable TV combined to account for a leading 56% of that spending, up by 3% from 2012. Not surprisingly, spending on internet display ads grew most quickly, by 25.3%. The only other medium to see an increase among the top 100 was outdoor (+2.4%), with magazine spending relatively flat (-0.3%), newspaper spend down by 9.4% and radio spend declining by 13.7%. Meanwhile, spending by B2B advertisers outside the top 100 dipped by 0.5% to $10.2 billion.

 

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CYDigital's insight:

B2B folks...

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B2B Product Spending Shows Modest Growth - Marketing Charts

B2B Product Spending Shows Modest Growth - Marketing Charts | The MarTech Digest | Scoop.it

Excerpt...


Business spending has seen “modest growth” over the last few years, reports Epsilon in its 2014 Multichannel Trend Report [download page], with spending increasing by 3% since 2011. But online product sales are increasing more rapidly, up by almost 8% between 2011 and 2013; online sales (versus mail order/call center) have grown to represent roughly 65% of all sales last year, representing close to a 5% point increase in share from 2011. The study also identifies the industries and categories seeing the biggest increases in spend.

 

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3 Overhyped Marketing Trends - Fast Company

3 Overhyped Marketing Trends - Fast Company | The MarTech Digest | Scoop.it

Digest...


1. Social Media Marketing

The bad news is the whole world of social media marketing has tended to focus more on quantity than quality. Many people who market themselves as social media experts or specialists do little more than put up pages and purchase likes or followers from people who only signed up because they were promised a reward. These followers may have little real interest in your business. Building a real social media following takes quite a bit of time and effort. It should be part of your overall marketing and brand-building strategy. It should not be thought of as a quick and cheap substitute.

 

2. Mobile Marketing

This is crucial so that you don’t get swept away by the idea that mobile devices and mobile advertising are the absolute future of online marketing. While it’s useful to have a responsive website that can be viewed equally well on all devices, don’t put all of your efforts into a mobile website. Similarly, it’s not safe to assume that all of your website visitors will soon be using mobile devices. At least for the foreseeable future, users on devices of all shapes and sizes will be checking out your website.

 

3. Cloud Computing

Beware of the security risks in putting all of your data into a cloud-based service. No matter what security measures are taken, common sense indicates more opportunities for data to be compromised exist on the Internet rather than on your own personal storage system.

 

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CYDigital's insight:

It's not hype, but about balance. Each one is important and continues to grow in its importance, and it will cap out once we all assume that it is the norm. And we're almost there. It's not a strategy, but a trend that is now a part of the common B2B vernacular.

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The B2B Barometer - The CMO Recruiter via Papershare

The B2B Barometer - The CMO Recruiter via Papershare | The MarTech Digest | Scoop.it

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2014 Marketing Automation Performance Survey - Preliminary Results - Heinz Marketing

2014 Marketing Automation Performance Survey - Preliminary Results - Heinz Marketing | The MarTech Digest | Scoop.it
Heinz Marketing and OnTarget Consulting and Research conducted the 2014 Marketing Automation Performance and Effectiveness Survey.


Intermediate/ Excerpt...


Survey Snapshots

  • 75% report their effectiveness with MA increased over the previous year.
  • Biggest increase in effectiveness occurs in between 2-5 years of usage.
  • 75% of respondents who’s companies had been using marketing automation for over five years reported that they were very important to their company’s sales and marketing efforts.
  • Over 75% of respondents reported that the importance of MAS tools to their company’s success had increased over the past year.
  • 95% of respondents using MA less than 2 years reported importance increased over the past year.

 

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CYDigital's insight:

It's not available yet (late April), but I'm looking forward to this report: it may be the best one yet. MAS takes time (if you recall CRM's debut, it was the same damn thing!).

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Email and Speed Top the Modern Marketer’s Agenda [Infographic] - Eloqua | #TheMarketingTechAlert

Email and Speed Top the Modern Marketer’s Agenda [Infographic] - Eloqua | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
A visual breakdown of marketers' challenges, triumphs, and engagement priorities.


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Infographic: Top Trends That Will Shape Digital Marketing - Marketing Technology Blog | #TheMarketingTechAlert

Infographic: Top Trends That Will Shape Digital Marketing - Marketing Technology Blog | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Infographic: Top Trends That Will Shape Digital Marketing by Douglas Karr on Marketing Technology Blog


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Customer experience is the most exciting opportunity for marketers [infographic] - Econsultancy | #TheMarketingTechAlert

Customer experience is the most exciting opportunity for marketers [infographic] - Econsultancy | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Customer experience represents the single most exciting opportunity for businesses this year, according to our 2014 Digital Trends Briefing.


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CYDigital's insight:

Please compare this to the adjacent post...

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Marlon Saville, CAP's curator insight, August 18, 2014 11:55 AM

This information is great as it provides insight to what consumers want.  EVERY business caters to consumers whether providing goods or services.  Consider how this information applies to your business or professionalism. 

 

 

*Stretch it out*

Stefan Le Douarec's curator insight, October 3, 2014 6:01 AM

Etonnant la vision des compétences clés des marketers ! comprendre l'impact des actions marketing en 4 ème positions vs en

1: l'usage des bonnes technos

2: l'utilisation des data pour optimiser son programme

3: la créativité 

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20 Incredible Marketing Automation Stats - Salesforce | #TheMarketingTechAlert

Marketing automation is getting harder to ignore, especially when the industry is expected to grow 50% by 2015 (SiriusDecisions). More and more top-performing companies are adopting marketing automation solutions, and with the data uncovered over the past few years, it’s not hard to see why.


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CYDigital's insight:
  1. Not quite incredible, and you've seen these stats before, but nice to have them under one roof.
  2. The incredible shrinking Pardot...where's the Pardot logo? HMMMMMMMM.............
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Trent Blizzard's curator insight, January 17, 2014 10:46 AM

Marketing Automation expected to increase 50% by 2015

-users have a 53% higher conversion rate from marketing response.

-companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

-nurtured leads produce on average a 20% increase in sales opportunities versus non-nurtured leads

-75% of companies using marketing automation see ROI within 12 months

-relevant emails delivered through marketing automation drive 18 times more revenue than email blasts

-incresae sales productivity 14.5%

-54% improvement in quota achievement

 

Fabio Moro's curator insight, January 19, 2014 12:39 AM

Technology has seemingly, at least for me, made me busier than ever before.  I'm all for automation.

dan's curator insight, January 20, 2014 12:36 PM

#Marketing Automation at its best form?

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[INFOGRAPHIC] Forrester Report: How Top Marketers Do Lead Generation - Act-On | #TheMarketingTechAlert

[INFOGRAPHIC] Forrester Report: How Top Marketers Do Lead Generation - Act-On | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Act-On shares key insights from a new Forrester Report about how top-performing marketers use marketing automation for highly effective lead generation.

 

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CYDigital's insight:

The graphic gives you a topline review, but you'll want to click through for details.

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dan's curator insight, January 20, 2014 12:38 PM

#infographic on #leadgeneration

FreeTrialOffers's curator insight, November 11, 2014 7:03 PM

This is such an awesome report by Forrester Research, Inc.

 

Take a look at email marketing, and decide if you think it is dead or alive?

My take: Email marketing your services and Products is Dead and has been for awhile! However, using email marketing to build relationships as part of a sales funnel has never been more alive than now!

 

If you are interested in building a sales funnel and performing lead generation like the top marketers in your business niche then grab your free 2-week trial today.

 

Claim your 2-week free trial here --> http://goo.gl/011Oa7

 

 

 

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Following the Digital Marketing Money Trail in Search of Truth - Gartner | #TheMarketingTechAlert

Following the Digital Marketing Money Trail in Search of Truth - Gartner | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


This year’s Digital Marketing Spending Survey yields some interesting insights:

-- >  Marketing budgets on the rise  This year’s survey shows marketing spend at 10.7% of revenue, up 8% over last year.

-- >  Budgets march toward digital parity  This year, 3.1% of revenue was earmarked for digital, up an impressive 20% from last year.

-- >  Customer experience comes forward—the belief that customer is king has graduated from platitude to practice as 77% of respondents report a chief customer officer in name or role among its top executives. Nearly half report into marketing.

-- >  Marketing technologists redouble—last year, the rise of the chief marketing technologist equivalent was top news. This year, it’s clear that this is no passing fad. The CMT is now found, in role or title, in 81% of organizations—up from 70% last year. It’s a clear indication that technical chops are crucial to digital marketing magic.

-- >  Content and search marketing spend falls off Why? These disciplines are increasingly intertwined as search algorithm changes point to truer measures of audience engagement. Call it the sophomore slump for what are likely to be two solid matriculators on the longer horizon. The rebound will likely depend on a more deliberate focus on proving ROI.

 

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CYDigital's insight:

Customer experience much higher on the priority list than what I would've thought. And content slipping just means a tightening of what needs to be done: quality over quantity.

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Cammie Dunaway's curator insight, January 17, 2014 11:46 AM

As always good insights from Gartner

Jesús Martinez's curator insight, January 18, 2014 8:15 AM

add your insight...

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Webmarketing123 | 2014 State of Digital Marketing Report | #TheMarketingAutomationAlert

Webmarketing123 | 2014 State of Digital Marketing Report | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
CYDigital's insight:

 

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B2B CMOS . . . 2014 IS HERE . . . ARE YOU READY TO ROLL? - Forrester | #TheMarketingAutomationAlert

B2B CMOS . . . 2014 IS HERE . . . ARE YOU READY TO ROLL? - Forrester | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Advanced/ Excerpt...


So how do you get off those rocks and get ready to roll in 2014? Our recent report, “Predictions 2014: B2B CMOs Will Juggle Data, Brand, And Organizational Investments,” provides a prescription for three key initiatives that B2B CMOs must follow to prosper in today’s age of the customer:

  • Base 2014 strategies and plans on a strong data foundation.B2B CMOs must base product, messaging, and marketing execution decisions on data insights. Gut feelings, instinct, or “we’ve always done it this way” won’t cut it any longer.
  • Redefine B2B as “business-to-buyer.”With easy access to information, empowered buyers have taken control of their entire buying journey. In 2104, B2B CMOs must shift their focus from targeting companies to speaking directly to these buyers as individuals across all touchpoints and channels in the buyers’ journey.
  • Organize marketing around the customer. To respond to customers’ 2014 needs quickly and effectively, CMOs must replace their traditional channel-based marketing organization with a customer-defined, interconnected team model. Take Forrester’s marketing technology skill assessment to identify the team skills you need to develop.

 

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CYDigital's insight:

Repeat after me: "be data-driven...be data-driven...be data-driven..."

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What Should CMOs Do In 2014? IDC's Top Ten Predictions - Forbes | #TheMarketingAutomationAlert

What Should CMOs Do In 2014? IDC's Top Ten Predictions - Forbes | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
IDC released yesterday its top 2014 predictions for Chief Marketing Officers (CMOs).


Advanced/ Condensed...


Indeed, IDC’s predictions for 2014 sounded like a call to arms, to the shedding of “traditional sales mentality,” and to “facing the digital shakeup” by taking risks and experimenting. Here’s my edited version of IDC’s predictions:

-- >  The CMO role will burst traditional boundaries and will become “open for definition.”

-- >  CMO and CIO pairs (only a few notable successes?) will throw out the rule book, set aside process-heavy tradition, and experiment to deliver marketing’s successful use of information technology.

-- >  By 2020, the marketing function in leading companies will be re-organized along three key components: content, channels, and consumption (data and analysis), getting rid of traditional silos.

-- >  Marketing will move towards a shared services model for content creation, distribution and management

-- >  Customers want a seamless experience so CMOs will integrate media silos to provide data-driven multi-channel coverage.

-- >  80% of customer data will be wasted due to immature enterprise data “value chains”

-- >  By the end of 2014, 60% of CMOs will have a formal recruiting process for marketers with data skills.

-- >  Almost all marketers will need some analytics skills, but only 20% of marketers will receive formal training on analytics and customer data management.

-- >  Fragmented marketing IT point products and low adoption rate will inhibit companies’ ability to win customers, as gaps in the marketing IT infrastructure slow down the flow of data.

-- >  Digital marketing investment will exceed 50% of total program budget by 2016, up from 39% in 2013.

 

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CYDigital's insight:

Although B2C centric, there is value as many predictions are applicable to B2B, and frankly very little new territory is covered (just more specificity). Note the digital spending as a percentage of the total budget.

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Techstore's curator insight, December 21, 2013 1:06 PM

What Should CMOs Do In 2014? IDC's Top Ten Predictions

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Big Data, Analytics, and Cloud Drive Enterprise Software Growth in 2012, According to IDC

Big Data, Analytics, and Cloud Drive Enterprise Software Growth in 2012, According to IDC | The MarTech Digest | Scoop.it

Excerpt...


Three primary segments comprise the total software market in IDC's software taxonomy: Applications; Application Development & Deployment (AD&D); and Systems Infrastructure Software. Among the three primary segments, the AD&D segment, which comprised nearly 24% of total software revenues in 2012, was the fastest growing market with a 4.6% year-over-year growth rate. Growth in the AD&D segment was largely driven by the performance of the Data Access, Analysis, and Delivery and the Structured Data Management secondary markets with 6.0% and 5.9% growth rates, respectively. Business Intelligence and Relational Database Management Systems (RDBMS) solutions are pushing the growing trend for these markets because of widening Big Data and Analytics adoption. Big data and analytics are also closely tied to the fast growth social business software markets, where the combination of contextual data and the "right" expertise is becoming critical for supporting enterprise decision making and data driven customer experience solutions. Oracle continued to lead the AD&D segment with steady market share of 21.6%, followed by IBM, Microsoft, SAP, and SAS. Among these vendors, Microsoft and SAP stood out by each gaining almost a half point of market share year over year.

CYDigital's insight:

If you've been following along, you know that we've been highlighting Big Data and the potential tug of war between IT and Marketing. The one issue that continues to resonate is the more global nature of Big Data beyond Marketing, i.e., the role Big Data plays in helping ALL functions, not just Marketing. Take that, plus this article that highlights the growth of RDBMS, and we're starting to doubt Gartner's statement that Marketing spending on technology will exceed IT spending by 2017.


  • See the article at www.idc.com
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