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Transiting to Automated Marketing is the Need of the Hour

Transiting to Automated Marketing is the Need of the Hour

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The purpose of this whitepaper is to enable businesses to automate their marketing efforts. With the landscape constantly evolving, it has become critical to place operations in auto-pilot mode to streamline a variety of functions, enabling teams to laser-focus their efforts on driving revenues.

The purpose of this whitepaper is to enable businesses to automate their marketing efforts. With the landscape constantly evolving, it has become critical to place operations in auto-pilot mode to streamline a variety of functions, enabling teams to laser-focus their efforts on driving revenues.

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Transiting to Automated Marketing is the Need of the Hour

  1. 1. Transiting to Automated Marketing is the Need of the Hour bestercapitalmedia.com Automate and Streamline Marketing Efforts by Automating at Scale
  2. 2. CONTENTS MARKETING AVENGERS bestercapitalmedia.com C-Suite Marketing & Technology Companionship for Hacking Business Growth in 2020 What is Automated Marketing Capability Matrix 03 04 02 Data-Driven Marketing Strategy ABSTRACT he purpose of this whitepaper is to enable businesses to automate their marketing efforts. With the landscape constantly evolving, it has become critical to place operations in auto-pilot mode to streamline a variety of functions, enabling teams to laser-focus their efforts on driving revenues. T Rules for Winning with Automated Marketing 08
  3. 3. bestercapitalmedia.com A 2018 survey by Forester revealed that 55% of marketing decision-makers will increase their tech spending by 10 percent or more. With around 51% of businesses currently using one form or the other for automation, the numbers are expected to grow. Introduction 21.4% GROWTH TO REACH AT $88 BILLION It is estimated that Digital Marketing is experiencing massive growth, leaving behind all the conventional advertisements including TV Advertising. MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Introduction 03 Advertising Spending in the MENA region: A recent Zenith study claims that in 2017 internet advertising overtook traditional television to become the world’s biggest advertising medium, accounting for 38 % of total ad expenditure. As internet advertising matured, internet ad spent grew by 12 % year-on-year in 2018, and is expected to grow by an a year fromaverage growth rate of 9 % 2018 to 2021. As per forecast, by 2021, internet advertising will account for 47 % of global ad spend.
  4. 4. Brands like Toyota, Qantas, and HP have already seen more engagement on their ads by using highly personalised creative. New Zealand’s Fly Buys took a similar approach to streamline its remarketing strategy. After serving tailored, dynamic display ads to its reward programme members, the brand eventually achieved its biggest-ever points redemption week. bestercapitalmedia.com Marketing Automation? 1- Programmatic campaigns focus on time & message: Programmatic is making it easier for advertisers to tell their stories with relevant messages to the right audiences at the right time. It doesn’t change the entire creative process; the most effective campaigns are still centered on genuine insights and stories. Marketing Automation enables businesses to automate tasks and workflows for the marketing and sales process, including prospect and customer profiling on landing pages, lead scoring, sending automated personalised emails and web recommendations to support lead nurturing and customer engagement. Aiming for Marketing Automation Excellence INITIAL 1 STAR PERFORMANCE MANAGED DEFINED QUANTIFIED OPTIMISED 2 STAR PERFORMANCE 3 STAR PERFORMANCE 4 STAR PERFORMANCE 5 STAR PERFORMANCE Simple response tracking Regular report of opens/ clicks ‘Beyond the click’ tracking of marketing outcomes Segment tracking Value reporting Hurdle rates and activity engagement levels Response data > CRM system/warehouse Not managed List-building options increased Privacy law compliance List quality improved Reactivation and removal Preference centres None: ‘Pray and Spray’ Demographics Basic triggers Full lifecycle sequences Lead scoring and grading Additional sequences added Newsletter and Eblasts Increased frequency Marketing Automation, e.g. Welcome email More automations, e.g. nurture Full lifecycle automation, e.g. Reactivation emails Optimised automations and frequency Simple headers Multiple templates Dynamic content insertion Video review Mobile optimised Advanced real-time content, e.g. weather, location Not reviewed Reported Reported by ESP Feedback loops and delivery service Continuous monitoring None Experiments with different offers/subjects Structured offer/subject testing Layout reviews AB testing Multivariate testing Use of AI and Machine Learning Email capabilities and evaluation List quality Targeting (relevance) Proposition and communications strategy Creative and templates Delivery Optimisation MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Marketing Automation 04
  5. 5. CASE STUDY 13 bestercapitalmedia.com 2- Shift from a ‘human vs. machine’ to a ‘human plus machine’ mind-set: Pattern recognition at scale can reveal new insights. Machines can churn through millions of videos and correlate creative elements with effectiveness outcomes. That answers questions like, “will the use of this font or color improve creative effectiveness?” While machines can surface patterns, human intelligence is required to sort and apply them. For example, imagine you analyzed hundreds of YouTube ads and identied a factor that was highly correlated to effectiveness, like top-performing ads were set in living rooms. Would you set all your ads in living rooms? Or edit your existing footage to include more living room shots? Clearly neither of these would automatically improve performance. While machines can surface patterns, human intelligence is required to sort and apply them. 3- Humans will always have the edge: It is important to recognize that this is still a partnership: The machine is only optimizing from a set of variations. It is not conceiving of a campaign platform and writing an ad from scratch. Mondelez chocolate brand Lacta’s Valentine’s Day campaign drove interest in its product via an upcoming branded lm, “The Taste of Love.” Using contextually targeted TrueView ads, Lacta invited users to submit photos representing love through a campaign microsite. It then used machine learning to analyse and organize the photos around common representations of love, such as “kiss,” “smile,” and (of course) “dog” and “cat.” Users could explore these love-related concepts by visiting an interactive experience online. Lacta’s approach successfully drove interest in the brand and proved an important point: While machines can analyze, organize, and facilitate a new campaign approach, they can’t conceive of the campaign. Test our Analyzer tool live: https://bestercapitalmedia.com/technology-solutions/ai-services-in-uae MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Marketing Automation 05
  6. 6. CASE STUDY 16 CASE STUDY 15CASE STUDY 14 bestercapitalmedia.com 4- Higher demand for personalized assistance: Just as mobile unlocked new ways to nd and reach relevant users, machine learning is leading the charge into the age of assistance—a new era dened by skyrocketing expectations for relevant, personalized, and assistive online experiences. They are using language processing to trigger an audio soundtrack when parents are reading a story aloud to their kids. Japan’s leading buyer and retailer of used cars, turned to machine learning to consolidate its data and nd users who were more likely to visit its stores. By serving customized ads to high-value potential car buyers, the brand saw 25% more in-store visits and a 300% increase in sales compared with the previous year. The building blocks of this process are already in place. Between robust audience signals and tools like YouTube’s Director Mix — which can take basic video assets and create thousands of versions tailored to different target audiences — brands are taking advantage and driving impact. Recently, they used the tool to quickly create and serve more than 150 different variations of contextually relevant ads to improve brand perception. Imagine a world in which machines could reveal the “unknown unknowns” — the questions we don’t even know to ask. The possibilities are endless and thrilling. 7- Programmatic Guaranteed: The recent launch of BCG/Nielsen research is a great example of how advertisers and agencies are reimagining the media buying process. Merging traditional reservations (typically used to secure premium inventory) with programmatic buying in a single platform gives advertisers the ability to efciently reach more unique users and deliver relevant ads across channels. The automation of guaranteed media buys is an exciting development for Domain. Our clients can now sync their own data segments with Domain's premium property seeker audience, and then deliver relevant creative messages to our network of sites in real time. Shannon Fitzpatrick, Domain’s Operations and Performance Director said: MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Marketing Automation 06 5- Improving outcomes with automated marketing intelligence: Automation can also simplify parts of the creative development process, bringing new speed and efciencies. An example of this is a situation where you might want to explore hundreds of different copy lines across many different audiences to nd the best combinations. Rather than spending months listening to bored focus groups debate two or three variations over a plate of stale donuts, machine-learning–driven tools can use existing data, audience signals, and a library of assets to reveal the best combination. 6- Enabling new types of creative expression: If these opportunities are starting to sound exciting, think how much more potential businesses can unlock by teaching machines to answer more complex questions, like what kinds of stories to tell in the rst place and how to tell them. “ “
  7. 7. CASE STUDY 18 CASE STUDY 17 bestercapitalmedia.com Invest in better mobile experiences It doesn’t matter how beautiful or effective your ad creative is. If you have a poor mobile site experience, users won’t convert. Top marketers understand the value in having fast, frictionless mobile experiences. With automated marketing, machine learning bidding algorithms automatically drive more customers for better-converting sites. Underperforming mobile sites are at a disadvantage. We’re seeing brands adopt new technologies such as Progressive Web Apps or Accelerated Mobile Pages to improve the speed and experience of their mobile sites. To analyze your page speed across platforms, refer to Google’s page speed tool at: https://developers.google.com/speed/pagespeed/insights/ Alibaba, which already had a great track record of improving conversion rates, launched a Progressive Web App and saw over a 76% lift in conversions. By revamping both the mobile and desktop version of BCM’s ofcial website, we were able generate more traction and enable a seamless digital experience. Marking our global success footprint, we were also nominated by Awwwards for mobile excellence, the details of which can be veried at: https://www.awwwards.com/sites/bestercapitalmedia 8- Intent-focused creative: Aussie advertisers use intent signals to revamp their creative development. By processing real-time signals with a platform like DoubleClick, advertisers can streamline development of a huge number of tailored creative variations, including rich media formats. Advertisers can even use signals such as local weather or sports results to trigger the launch of a digital campaign in line with real-world events or, in the near future, airings of their TV ads. MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Marketing Automation 07
  8. 8. bestercapitalmedia.com RULES FOR WINNING WITH AUTOMATED MARKETING 1. OPTIMIZE 2. ACQUIRE for growth instead of efciency the best customers 3. EARN MORE from your existing customers 4. IMPROVE creatives of your brand A machine learning algorithm optimizing for actual products purchased in every sales channel will drive a lot more sales, much more effectively than one optimizing only for an information request made online. 20% of customers drive of prots. 80% MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Business Growth in 2020 08
  9. 9. bestercapitalmedia.com Automating marketing efforts can help you make a solid strategy that ensures optimum ROI and takes your business to entirely new heights. With repetitive tasks streamlined, businesses can focus more on macro matters instead of micro things. CONCLUSION MARKETING AVENGERS C-Suite Marketing & Technology Companionship for Hacking Conclusion 09 Our Digital Footprint

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