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What is direct marketing? Internet marketing for newbies #13
http://www.samantharodriguezblog.com.
By: Samantha Rodriguez
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What is direct marketing? Internet marketing for newbies #13 - Video
These days, it seems like everything is automated. Thanks to companies like Amazon, Netflix, and Pandora, the world has become more and more accustomed to buying and using products and services without ever having to talk to an actual human being. As consumer expectations have evolved, so has business.
To survive in business today, you have to be willing and able to adopt technology and processes that boost efficiency. Things have to move fast if you want to meet the needs and demands of customers. Thats why in the business world were using marketing automation more than ever before. Its the only way to keep up with expectations and demands.
But if you want to truly grow your business and take things to the nevel, you cant just focus on automation. You have to also commit to keeping things personalespecially when it comes to your marketing efforts.
Compelling Research
Despite the fact that the entire world is obsessed with using technology to streamline every aspect of life, the truth is, at the end of the day, people still ultimately like doing business with people. According to a recent guide published by Help Scout:
As a business owner, you have to remember to keep the human side of your business alive as you adopt and integrate new processes that streamline parts of your business. Because the way you interact, sell, onboard, and market to your prospects and customers still matters.
Helpful Tools To Help Keep Things Personal
When it comes to implementing tools that help you automate your marketing efforts, you have to choose wisely. Not all tools are created equal. The best tools out there are the ones that make it easy and possible for you to continue giving people the royal treatment. Because thats what people are wanting and expecting from companies now more than ever before.
I think Gary Vaynerchuk says it best here:
You have to be no less than a customer concierge, doing everything you can to make every one of your customers feel acknowledged, appreciated, and heard. You have to make them feel special, just like when your great-grandmother walked into Butcher Bobs shop or bought her new hat, and you need to make people who arent your customers wish they were. Gary Vaynerchuk, The Thank You Economy
Continued here:
How To Keep Marketing Personal In The Age of Automation
Guerrilla Social Marketing rev Munus srl
By: Munus Agenzia Marketing
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Guerrilla Social Marketing rev Munus srl - Video
Brands cant achieve social media success by jumping on the Kardashian bandwagon. Photograph: Billy Farrell Agency/Rex
Here we are at the end of 2014 and it falls to me to review the good, the bad and the just plain ugly social media efforts of the year gone by. What fun.
Before we dive in its important to note how much the social media landscape has changed over the past 12 months. Organic (read: free) social media is a thing of the past. If you want to achieve genuine reach in social, you need to stump up the cash. And thats the short version.
With that in mind lets take a look back over the last year of social media marketing and wallow in the wins, losses and wastes of time that appeared in 2014.
The good news is that there was indeed a lot of good social media marketing in 2014. 2014 was the year when integrated marketing became a real thing.
Over in the US, 57% of ads during this years Superbowl wore the hashtag love bite of their social media marketing mistress loud and proud. Thats great for the US, but what about here in the UK? The closest thing we have to the Superbowl (in sheer size of viewership and ads) is probably the X-Factor. Unfortunately, only a handful of brands tend to take that kind of media buy seriously so lets compare it to the next best thing: Christmas.
From #ChristmasIsForSharing to #SpecialBecause and the excellent #WinChristmas you cant move for social media signposts on this years batch of Christmas ads which means finally, big brands are taking online conversation seriously.
As great brands become the arbiters of great content (lets be honest, as much as the Sainsburys ad is a cinematic masterpiece its hardly embodies the Live well for less brand promise) its important that they create conversation anchors to pull together online fans and advocates. The humble hashtag is that conversation anchor and in 2015, therell be more oh so much more of this all year round.
This section is brought to you under the banner of celebrities biting off more than they can chew. Id like to draw your attention to the potential pitfalls of scheduling your social media posts way too far in advance (and not checking in on them regularly). When Joan Rivers posted about her brand new iPhone 6 from six foot under quite a few fans and friends were understandably quite surprised. By all means enjoy a partnership with a popular celebrity but if said famous persons clogs decide to pop, you may want to consider cancelling that scheduled post.
Adding some light to this darkness we have Rita Ora who, after asking for a mere 100,000 RTs in exchange for an early record launch quickly dashed to claiming a hacking after only 2000 RTs appeared.
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Brands on social media in 2014: the good, the bad and the ugly
Summary:Innovation at the edge of the enterprise is transforming the profile of CRM, bringing cloud, social and mobile to the fore.
The name's the same, but this is not the CRM your forefathers knew. Back in the client-server era, enterprise computing focused almost exclusively on automating internal systems. Today, all the innovation is happening at the edge of the enterprise, automating external interactions with prospects, customers, partners and more in the quest for what I've called frictionless enterprise.
No wonder Gartner says the typical CMO will soon be spending more on IT than the CIO. It's not that the CIO is spending less. It's simply that the CMO has so much that could never before be automated and now, suddenly, all of it and more has to be automated in double-quick time, just to stay competitive.
This transformation is a gift to cloud providers because all these interactions are happening on their territory, beyond the enterprise firewall, where traditional enterprise software is fearful to tread. The proliferation of smart devices and online interaction has extended CRM processes out into the hands (literally) of prospects and customers.
Nowadays buyers intensively research the market before they ever speak to a single salesperson and the moment they do make contact, they expect a personalized, responsive relationship, delivered direct to their Web browser or mobile app. The trend of consumerization makes this true no matter whether they're shopping for a designer purse for their own use or a satellite launch system for their employer.
Any enterprise that's not tracking online interactions, mobile apps and social media buzz and using in-depth analytics to maximize its understanding of online and offline interactions risks appearing ill-equipped and out-of-touch.
Redefinition of CRM
This is my second blog post in a series on how the old, established categories of enterprise software are being recalibrated and replaced to match modern needs. My last post was on the death of conventional ERP . Upcoming posts will look at collaboration, HR, spend management and more. Today's deals with the redefinition of CRM.
This is a huge topic. The expansion of CRM beyond the confines of the enterprise means that today it encompasses digital and social marketing, website management and mobile apps. It has to join up across sales interactions, service calls, invoice queries and warranty claims. It has to collect and act upon a bevy of external social media and information resources. It must deliver a great customer experience across multiple direct and indirect touchpoints.
An overview of this massively expanding field can barely do it justice. For far more detailed and knowledgeable analysis, the pre-eminent authority in this field is my ZDNet fellow-blogger and Enterprise Irregulars luminary Paul Greenberg. He has just announced the 2013 finalists of his celebrated CRM Watchlist. Over the next few weeks he will be revealing the winners and reviewing them in characteristic and inimitable detail. Two more must-follow experts in the field are Brent Leary and Denis Pombriant.
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Son of CRM: cloud sales, marketing and service in 2013