Mediaboss Marketing

Having been a CMO at multiple high-growth companies prior to my current role as CEO, I have refined a critical playbook to manage growth for customer acquisition and retention with use of data in our organizations. It is imperative that marketing organizations prioritize data as the core of any successful marketing acquisition or retention program for a company. I break this out into three critical elements attributes, access and visualization or what I call "data 360."

But before I dive into data 360, I want to share some thoughts on current marketing approaches that may lead to challenges with successful outcomes. Over the past several years, all the buzz has been on "MarTech." Great tools are available for email marketing, marketing automation, web analytics, digital advertising, social listening, social influence, SEO and more. The challenge is that none of these tools work well if you do not have data 360. Many marketers find they might select great tools but fall short on execution when they do not have the data needed for a successful outcome. At the core, a marketer should take an inside-out approach to get set up. Select the appropriate database, a CRM, as your single-truth data for customers and prospects. Organize this data. Identify gaps in your data. Close the gaps in your data. And now, we discuss data 360.

Data Attributes

As the first step to data 360, a marketer must identify a data schema appropriate for their marketing activities. A data schema could be the parent-child relationship of customer accounts to members all the way down to the profile data associated with an individual customer or prospect. Within this schema construct, it is important to account for metadata attributes such as geographic, demographic, marketing campaign and behavioral information and ongoing hygiene of data, such as the ability to manage duplicates, identify missing data or keep data up to date, especially the ability to append data ongoing with third-party validation. The data attributes should be managed by the marketing team no differently than the advertising campaign, identifying which data needs updates, appendices or cleansing.

Data Access

The next step for data 360 is to procure access to the database and data attributes to leverage effective distribution of the data to appropriate tools for channel management. These tools would be your email marketing/marketing automation platforms, CMS/e-commerce applications, digital advertising platforms such as AdWords, Facebook, etc., APIs for use with potential channel partners, etc. This is probably the most ignored step in the process. Many companies and marketing teams find really interesting marketing tools that promise the moon. Then, the thought is, "Wow, if I just had that tool, I could do XYZ." "XYZ" could be things like personalized targeted search by IP address with remarketing automation. Wow, that does sound cool! However, if you don't have data attributes and data access set up, none of these tools can be effective. In fact, email is the most effective to utilize with access. Marketing teams should be able to dip into highly segmented data and track results. Also, if you're interested in going multi-channel, direct to consumer, business or partners, data access is critical to make sure marketing data can be procured and properly distributed into each channel.

Data Visualization

The final step for data 360 is data visualization. So you have done all the hard work to create, manage and access the data. Now, it is time to view the data in a format that is easy to synthesize and make decisions. There are many data visualization platforms on the market. Many function the same but differ depending on how you want to manage the platform in your company. If marketing is going to manage this data, it will be critical that IT only needs to set up the ETL for data sets, and then marketing can create any report possible. At one of our businesses, we have created a waterfall of KPIs that go through the customer journey, from web traffic to clicks to conversion to renewals. Flying the plane will never be easier than when all the data is at your fingertips to synthesize.

In the end, the data 360 method enables marketing teams to be more effective not only with tactics but also with prioritization. When teams can create limitless campaigns with a full line of sight to ROI for each tactic, the priorities are very clear. In addition, monitoring the organization's marketing data further enables a team to find opportunities and further synthesize priorities.

Originally posted here:
How Your Marketing Team Can Make The Most Of Data - Forbes

There are only 43 days left until Christmas, and 49 days left in this year. No doubt you have a range of tasks you want to get done before the holiday season is in full swing, and then another list of ideas for your 2020 planning - but getting to them can be tough, especially with the 'always on'focus of the modern business approach.

To help with this, the team from NetCredit have put together a guide on how to actually get started on those tasks that you really should get to, along with some tips on how to avoid distractions and boost your productivity.

And while these tips are not digital marketing-specific, all social media and digital marketing managers are spinning a lot of plates -and as such, these tips will likely come handy.

Hopefully they'll help get your process on the right track.

More here:
A Guide to Starting That Task That You've Been Avoiding [Infographic] - Social Media Today

By Dr Natalya Saldanha, RMIT University

Like any eight-year-old, Ryan Kaji loves to play with toys. But when Ryan plays, millions watch.

Since the age of four, hes been the star of his own YouTube channel. All up, his videos have gained more than 35 billion views. This helped make him YouTubes highest-earning star in 2018, earning US$22 million ($32 million), according to Forbes.

Thats more than actor Jake Paul (US$21 million), the trick-shot sports crew Dude Perfect (US$20 million), Minecraft player DanTDM (US$18.5 million) and make-up artist Jeffree Star (US$18 million).

Ryan is apparently living the dream of many kids and adults.

According to a survey covering the United States, Britain and China, 29% of children aged eight to 12 want to be a YouTuber. Thats three times as many as those who want to be astronauts.

Other polls suggest an even higher percentage of teenagers aspire to fame and fortune via YouTube or another social media platform. An eye-grabbing news report out this month suggested a whopping 54% of Americans aged 13 to 38 would become an influencer given the chance, with 12% already considering themselves influencers.

These numbers might be questioned, but given the apparent fortunes to be made by goofing around, playing games, applying makeup or unboxing toys, its no surprise so many are besotted with the influencer dream.

But theres a stark divide between the glossy faade and reality of this new industry. The fact is most wannabe influencers have as much a chance of walking on the moon as they do of emulating Ryan Kaji. Theyll be lucky, in fact, to earn as much as someone working at a fast-food joint.

Lets take a look at the numbers.

Marketing literature defines an influencer as someone with a large following on a social media platform, primarily YouTube and Instagram.

As people consume less traditional media and spend more time on social platforms, advertisers are increasingly using these influencers to spruik their products. A mega-influencer like Kylie Jenner, with 139 million followers on Instagram, can reportedly charge more than US$1 milllion for a single promotional post.

In 2017 an estimated US$570 million was spent globally on influencer marketing. In 2020, according to the World Advertising Research Center, it will be between US$5 billion and US$10 billion.

A key driver of this booming market is that about half of consumers use ad-blocking technology, which limits the reach of traditional advertising.

One company to really embrace the social influencer trend is cosmetics giant Estee Lauder. In August the companys chief executive, Fabrizio Freda, said 75% of its advertising budget was now going to social media influencers, and theyre revealing to be highly productive.

But while part of the companys budget is going to micro-influencers those with fewer than 10,000 followers its likely the bulk is still wrapped up in deals with big-name spokesmodels and brand ambassadors such asKarlie Kloss, Grace Elizabeth, Fei Fei Sun, Anok Yai and Kendall Jenner.

In a sense, these celebrity deals arent much different to what the cosmetics company has done for decades with the likes of Gwyneth Paltrow, Elisabeth Hurley and Karen Graham.

So far most of the indications are that the new economics of influencer marketing is not too different from the old economics of marketing.

As in the acting, modelling or music industry, theres a tiny A-list of superstar influencers making millions. Then theres a somewhat larger B-list making a handsome living. But the vast bulk of influencers would be better off getting an ordinary job.

In 2018 a professor at the Offenburg University of Applied Sciences in Germany, Mathias Brtl, published a statistical analysis of YouTube channels, uploads and views over a decade. His results showed that 85% of traffic went to just 3% of channels, and that 96.5% of YouTubers wouldnt make enough money to reach the US federal poverty line (US$12,140, or about $17,900).

Cornell University associate professor Brooke Erin Duffy suggests the lure of being a social influencer is part of a larger myth about the digital economy providing the opportunity for fulfilment, fame and fortune in doing what you love through developing your personal brand.

This is a particularly problematic illusion for young women, Duffy writes in her 2017 book (Not) Getting Paid to Do What You Love.

The tales of achievement, she says, should not obscure the reality. Rather than a satisfying career, what most have is an unpaid internship.

This article is republished from The Conversation under a Creative Commons license. Read the original article.

NOW READ:How soccer app myKicks scored 65,000 downloads in three months, with the help of YouTube influencers

NOW READ:Benefit without responsibility: YouTube chief grilled over pedophilia scandal as Coles and Woolies back out

Go here to read the rest:
This eight-year-old made $32 million on YouTube but most influencers are more like unpaid interns - SmartCompany.com.au

As the impeachment hearings continued, Attorney General Bill Barr on Friday trash-talked Democrats for attempting to drown the executive branch with oversight demands, saying they were working for political gain without thinking of the consequences.

In waging a scorched-earth, no-holds-barred war against this administration, it is the left that is engaged in shredding norms and undermining the rule of law, Barr told a room of attorneys at the annual gathering of the Federalist Society, a conservative legal group that has been influential in determining President Donald Trumps nominees for federal judges.

The remarks about Democrats ignoring the rule of law were especially ironic because they came a mere hours after Roger Stone, one of Trumps previous advisers, was convicted on all counts for lying to Congress during its probe into Russias interference in the 2016 election. The attorney generals speech also came on the second day of presidential impeachment hearings examining allegations that Trump attempted to interfere in the 2020 elections by asking Ukrainian President Volodymyr Zelensky to investigate former Vice President Joe Biden and his son Hunter.

Barr criticized Democrats for launching a holy war and using any means necessary to gain momentary advantage, while he said conservatives tend to have more scruple over their political tactics and rarely feel that the ends justify the means. He said:

In any age, the so-called progressives treat politics as their religion. Their holy mission is to use the coercive power of the State to remake man and society in their own image, according to an abstract ideal of perfection. Whatever means they use are therefore justified because, by definition, they are a virtuous people pursing a deific end. They are willing to use any means necessary to gain momentary advantage in achieving their end, regardless of collateral consequences and the systemic implications. They never ask whether the actions they take could be justified as a general rule of conduct, equally applicable to all sides.

Conservatives, on the other hand, do not seek an earthly paradise. We are interested in preserving over the long run the proper balance of freedom and order necessary for healthy development of natural civil society and individual human flourishing. This means that we naturally test the propriety and wisdom of action under a rule of law standard. The essence of this standard is to ask what the overall impact on society over the long run if the action we are taking, or principle we are applying, in a given circumstance was universalizedthat is, would it be good for society over the long haul if this was done in all like circumstances?

For these reasons, conservatives tend to have more scruple over their political tactics and rarely feel that the ends justify the means. And this is as it should be, but there is no getting around the fact that this puts conservatives at a disadvantage when facing progressive holy far, especially when doing so under the weight of a hyper-partisan media.

Barr reportedly received a standing ovation, but outside the halls of the Federalist Society, his remarks sparked outrage and intensified calls from the left to impeach not only the president, but the attorney general himself. Others were quick to roast Barr for his statements. Bill Barr is the type of bare knuckles lawyer the Church would have hired thirty years ago to cover up sex abuse cases, Richard Painter, a former White House ethics counsel, tweeted.

Yesterday AG Barr addressed a radical political group and gave one of the most vicious partisan screeds ever uttered by a US cabinet officer, Rep. Bill Pascrell (D-N.J.) tweeted Saturday morning. Barr says trump should have king-like powers. Barr is a liar and a fanatic and should be impeached and stripped of his law licenses.

Watch the attorney generals full speech below:

See the original post:
Attorney General Bill Barr Is Getting Roasted for His Outrageous Speech Blasting Progressives - Mother Jones

ANALYSIS Only a few months from now, populist Democratic progressives around the country hoping to elect one of their own to the White House will need to choose between VermontSen.Bernie Sanders and MassachusettsSen.Elizabeth Warren.

Do they back the angry Democratic socialist, or the feisty, anti-corporate populist who wants to break up the banks and big tech companies? One says he is trying to lead a revolution. The other calls for dramatic change, often dismissing critics in her own party for regurgitating Republican talking points.

Only one ofthem is now a front-runner for the Democratic presidential nomination. That would be Warren.

Sanders is passionate and intent on becoming the Democratic standard bearer, and hes running well in key state and national polls. But its still very difficult to see the 78-year-old Vermonter becoming the Democratic nominee next year.

This is Sanders second presidential rodeo, but unlike four years ago, he isnt a quirky novelty this time. He now shares his lane with another top-tier hopeful who echoes his populism. That alternative, Warren, is a woman, is eight years younger than Sanders, and is a strong enough speaker to have moved from near obscurity in the race to the top tier.

And unlike the Vermonter, Warren hasnt embraced socialism.

ButSanderscampaign, which has plenty of money, shows no signs of stopping after a relatively brief medical scare. Hes a man on a mission, and people like that dont quit easily. He took on Hillary Clinton (and the Democratic National Committee), after all, when nobody else was willing to do so. Its hard to believe he could be scared out of the presidential race by Warren.

And that is a problem for the Massachusetts Democrat. For as long as Sanders remains in the contest, Warren will have a hard time consolidating support among the partys left.

But Warren has another problem, which follows from her partys desire to beat Trump next year. Many Democrats in the business and financial communities believe her ultimate agenda is not very different from Sanders when it comes to raising taxes, sticking it to corporate America, distrusting the free market, adding new entitlements and piling on layers of additional debt to pay for new government programs.

Warrens continued embrace of Medicare for All has become a substantial problem for her. Its not just the cost of that program. Its the larger message that the government knows what is good for you better than you do. Many in the party prefer Medicare for All Who Want It or Obamacare with a public option, both of which seem more appealing and manageable to pragmatic legislators and voters.

Warren has had plenty of chances to slide to the right slightly, but she never takes them. On health care, all she needed to do to broaden her appeal was to emphasize her willingness to negotiate with others in her party. She could make it clear that while she prefers Medicare for All, she is certainly open to compromise.

But would Warren undermine her own appeal with populist, grassroots progressives, who favor dramatic proposals and not piecemeal changes, by giving herself some wiggle room on health insurance? Possibly. But it might also make her seem more reasonable to those worried about her agenda.

Not satisfied to paint herself into a corner on only one issue, Warren has unveiled a K-12 education plan that goes after charter schools. The Washington Post editorial board immediately challenged her, arguing that when it comes to education, Ms. Warren has a plan that seems aimed more at winning the support of the powerful teachers unions than in advancing policies that would help improve student learning.

On one hand, you can say that Warren is simply protecting her left flank, making sure that she doesnt lose true believers to Sanders. But the problem isher positions are less about campaign strategy and more about her views of government and her views of corporate America and the affluent.

Warren may not call herself a Democratic socialist, but her rhetoric and overall approach to issues like health insurance and education puts her far enough left that she would have a hard time appealing to pragmatists and political independents.

Of course, Warren (or Sanders) would energize the Democratic base and turn out voters who sat on their hands (or voted third party) in 2016, and that could be enough to flip the White House. But Warren and Sanders populist progressive positioning would also make it much easier for the GOP to make the 2020 election about them and socialism than about Donald Trump. And that may be the only way the president can win a second term.

Democratic candidates often move left in the primary but right if and when they make it to the general election, so its possible that Warren is merely following that well-traveled path. Maybe, if she gets her partys nomination, she will zig and then zag toward the center.

But like Sanders, Warren rarely (really, never) conveys the impression that she is prepared to build coalitions, negotiate with friends and foes alike, and eventually forge compromises to enact legislation. Put another way, both Sanders and Warren are as much prisoners of their ideology as Trump is a prisoner of his narcissism.

Get breaking news alerts and more from Roll Call on your iPhone.

See the original post:
Progressives are going to have to pick: Sanders or Warren? - Roll Call