Comments Off on How maurices Increased ROI by the Strategic Use of Omni-channel Marketing
“The real challenge is that the path to purchase isn’t just a single step anymore,” said Ali Wing, Chief Marketing Officer, maurices.
The clothing retailer has addressed this in two ways, Ali said.
Putting in place attributions in order to organize which channels receive credit
Transitioning analysis of those attributions from a transactional approach to that which includes well-rounded customer data
“We’re attaching customer data so we get a long-term value in understanding the customer we’ve acquired, versus the transaction we just acquired,” said Eric Bibelnieks, Vice President of Enterprise Analytics, maurices.
Many marketers struggle in a transition of this nature with understanding which data points are important when it comes to understanding your customers, and Ali has a specific approach that helps her and her team.
“I don’t care as much about absolute precision in any one of the channels. I care about a criterion that I consistently apply and then watch for patterns, because patterns tell us more than the nominal amounts in any one of the channels right now,” she said.
We have more digital marketing channels than ever before, but it’s become even harder to connect with customers. In my role as chief evangelist for MECLABS Institute, MarketingSherpa’s parent company, I get to talk to marketers and thought leaders daily.
One thing’s become clear, that there is a growing divide between those who are fully engaged with digital marketing and those who are still figuring out the fundamentals. When I read the report by Kristin Zhivago, President of Cloud Potential, on “revenue road blocks,” I wanted to see what she’s discovered to help marketers quickly close this digital marketing gap and do better.
If marketers directly address getting six key focuses right, you can move forward and close the gap between digital and customers.
Brian: What inspired you to do your research on revenue road blocks?
Kristin: Actually, it was our day-to-day experience working with company managers that drove us to these conclusions, combined with our research on the best practices of digital market leaders in more than 28 industries. The gap between the companies that are successfully using the newer methods and those who are not is growing wider by the quarter.
What is really concerning is we are seeing otherwise solid, successful companies slipping behind their more digitally adept competitors, and they can’t figure out why. They’re doing what they’ve always done, and it’s not working anymore.
Of course, that’s the problem. Buyers have radically changed the way they buy, especially in the last couple of years, and these sellers haven’t changed the way they’re selling. Mobile and the cloud have changed everything; today’s buyers are not the obedient, pass-through-your-funnel buyers that we used to be able to depend on. They are looking for any excuse to say no, because they are sure that there’s another solution only a click away. There is absolutely no risk for them to reject you. In fact, rejection is the safest option for them.
Scott spoke about how marketers tend to establish processes or utilize platforms that work for specific projects or campaigns, but don’t always think about how it affects our customers.
“The biggest challenge we had is that they [platforms] were perpetually out of sync. So our inventory, pricing and a whole variety of other things that a customer expects to be consistent across channels, just weren’t consistent,” he said.
Whether you are looking to condense your blog platforms to update your content strategy or want to build product awareness, Cohn shared two key takeaways on maximizing multiple marketing platforms:
Be on the lookout
When undertaking a technology innovation, how do you begin to think about where you pain points lie?
There are so many impressive things you can do with your website these days. Augmented realty. Rich animations. Micro-interactions. Interactive infographics.
But I like to think of it like this …
When the quarterback throws a 90-yard touchdown pass, the camera cuts to the wide receiver doing a celebratory dance, and then to the quarterback pumping his fist. What they’re not showing you is the right guard who picked up the blitz to allow the quarterback the time to heave up that bomb.
Your website, content, and digital marketing is often presented the same way. Advanced, flashy user interfaces are great. But looking in our own analytics, I was reminded there are probably a few unheralded, down-to-Earth, un-buzzworthy basics that should still power your online marketing.
“Basic” has become slang for “limited,” “rudimentary” or any number of other negative connotations. To quote Kara Brown on Jezebel, “Being basic just means that you aren’t that dope.”
And you probably feel that way about the content on your site as well. You are steeped in the latest, most advanced things going on in your industry. You focus on the breaking news. You spend your waking hours thinking about the coolest features of your products, and most advanced capabilities of your services.
“We try to have fun with everything we do, and our audience seems to respond to it pretty well,” Gregg Barclay, Senior Videographer, SparkFun Electronics, told me in an interview at last year’s MarketingSherpa Media Center at IRCE.
What it takes to produce online video marketing
YouTube, Vimeo and other online video sites have lowered the bar on what it takes to use video to promote your product to consumers. They no longer expect a slick commercial with a massive production staff and budget. The DIY feel can resonate with customers, as well (and for the right product, feel more authentic).
But, as with any business initiative, video still requires a resource investment. For a company with relatively limited revenue ($30 million in sales), SparkFun has nonetheless chosen to make a significant investment in video with seven or 130 employees dedicated to this purpose.
Only two (including Gregg) are involved in the actual shooting and editing of the video. Additionally, there are three full-time creative technologists building products. The team invests a few days in preproduction while the shooting and editing is complete in just a few hours.
This may be a reason SparkFun’s videos have been successful. After all, no matter how slickly a video is produced, it is just a container. You must fill that container with entertaining, helpful content.
“I never wanted our videos to feel like commercials,” Gregg said. “I wanted them to feel like these are projects that we would build whether we were working there or not, and I think that that’s what our audience really responds to because they’re doing the same things that we are.”
The electronics retailer introduces 10-15 products per week, and its team is able to produce two to five videos per week that shows customers how they can use them.
“We always think of fun first. It’s in our name — SparkFun Electronics,” Gregg said. “There might be more conventional uses for these products, but we try to think out of the box a little bit and really get people thinking of other ways to use this kind of stuff.”
As a result, 1.75% of people who view a video on SparkFun Electronics buy a product within that session. This doesn’t include people who watch a video and come back later to purchase, or those who watch a video on YouTube, so the real impact might be even higher.
Comments Off on Mobile Email Marketing Optimization: Tips for beginner and advanced marketers from four experts
In the article from today’s MarketingSherpa Chart of the Week newsletter, we share data produced exclusively for MarketingSherpa by Adestra and Econsultancy, which identified the mobile email marketing optimization techniques that most commonly produce excellent email marketing ROI.
If you need data to help justify the budget, resources, and buy-in you need from business leaders or clients for optimized mobile email marketing (or if you’re already optimizing your mobile email marketing but need resources to move to the next level), the chart is an excellent asset.
So now what? Let’s say you get the resources … where do you begin? Or perhaps you’re already several years down the road, but are running out of ideas on what to do next.
To help with your mobile email marketing, we interviewed four experts who gave us invaluable tips for both beginner and advanced mobile email marketers. We’re including all the tips in one blog post to allow you to easily scan because, let’s face it, one marketer’s “beginner tactic” is another marketer’s “advanced idea.”
Let’s get started …
Tip #1. Start simple
No matter your budget or resources, adding tasks to your department’s already overflowing plate is no easy feat. This is especially true when you consider the proliferation of mobile device types, screen sizes, operating systems, email readers, and download speeds.
(You can multiply that complexity several times over if you have an international customer base.)
But the experts we interviewed encouraged marketers to simply get started on the changes you’re capable of making right away, and not trying to swallow all that complexity with one bite.
“Most of those just starting on the mobile optimization journey feel overwhelmed, so they should keep in mind that simplicity is often the best route,” said Monica Savut, Senior Research Manager, Econsultancy. “Focusing on the core components is key, from using a single-column design and hiding content that might not be essential in a mobile view, to including a mobile-friendly pre-header and designing for ‘fingers and thumbs.’”
“For companies just starting to put a mobile strategy together, simplifying is key,” agreed Aaron Pearson, Product Manager, Listrak. “Simplify you template and layout; simplify your content such as copy, buttons, and images. A mobile-optimized template doesn’t necessarily have to be responsive, so don’t worry about spending time developing a hugely complex system to deliver content to your subscribers. Instead, focus on iterating your content strategy and begin to improve the conversation with your audience.”
Comments Off on How to Build a Brand that Customers Passionately Love
Every Friday leading up to June 7, when IRCE begins in Chicago, MarketingSherpa will be diving into the lessons learned from last year’s Media Center interviews with speakers and attendees, such as Eoin Comerford, CEO, Moosejaw. He and I spoke last year about taking risks in campaigns in order to reap the rewards of customer loyalty.
“What it comes down to is, do you want a brand that people will care about? If you try to be all things to all people, you’re really nothing to nobody,” he said.
Comments Off on How to Be Ready for the Future of Marketing in 3 steps
Editor’s Note: This interview was edited for length and grammar only.
Marketers by the very nature of what they do are constantly trying to predict what’s going to happen next. That could include answering questions like: What’s our next big campaign? How will this new channel perform at generating leads? Will this strategy work?
But marketers seldom — if at all — get to sit back to wonder about or predict the broader future of marketing.
In my role as chief evangelist, I often get to talk to influencers about what they’re seeing in the marketing community. When I read about Nick Johnson, Brand Director, Incite Group, and the research he did to understand the future of marketing, and later writing a book about it, I wanted to talk to him about what he learned and how marketers can get ready for the future of marketing.
Brian Carroll: What inspired you to research and write about the Future of Marketing?
Nick Johnson: A variety of things really, so I’ve been fortunate enough to be in a position to speak with senior marketing executives on a daily basis for five years now in my position of running Incite.
I spend a lot of my time doing research, working out what priorities, challenges and shifting opportunities there are for marketers — which get into white papers and reports we put together. It became apparent there was an unprecedented level of turbulence in the space. The changes in marketing were happening at a pace that was unprecedented and shift in terms of the marketer’s role and their ability to influence the fortunes of their company were absolutely enormous. I remember speaking to several marketers that have been in their positions for decades and they say things like, “I used to know what I was doing and now it’s all changed.”
How can you increase word of mouth for your products and services?
This will generate organic referrals at the highest rate.
But a deeper question is more applicable to marketers — how can you leverage word of mouth in your marketing to increase conversion?
Here are three ideas for your campaigns.
Idea #1. Help, not hype
“My experience with Summit has just been seamless. I got the opportunity to submit some different proud moments for marketing and my team’s successes. And then having the opportunity to be selected and the opportunity to be with such a prestigious organization was very flattering. Then I was very, very prepared every step of the way. I had a dedicated team that was sending me updates, giving me clear deadlines, supporting me along the way — just made it incredibly professional and certainly best in class.”
That quote is from Cambria Jacobs, Vice President of Marketing and Customer Service, Door to Door Organics, from a video promoting the MarketingSherpa Summit 2017 Call for Speakers.
Now, we didn’t need to have Cambria in the video. I could have told you how amazing it is to be a speaker at MarketingSherpa Summit 2017 at the Aria Resort in Las Vegas. How you’ll have your name up in lights. You will be fawned over by an adoring crowd of marketers. And, most importantly, you may even get the distinct honor and privilege of working directly with me for several months — a once-in-a-lifetime opportunity that you will never forget — as I help you shape your story before we discuss it on stage.
Comments Off on Four Simple Ways to Become a More Customer-Centric Marketer
Recently, I wrote about our need to guard against company logic. I argued that it is very easy for us as marketers to slip into a mindset that ignores the ultimate desires of the customer. This is a struggle experienced by all companies, big or small, new or old, well-known or unknown.
Ironically, as one commenter posted, perhaps even my blog post suffered from a little company logic as it seemed to focus on what I wanted to say rather than what would have most served the audience: more application. Knowing myself, and the tendency that I have just like anyone else, it may very well be true. I can also relate to wanting to know not just the “what” of a thing but also the “how.”
So, in the spirit of taking my own medicine, I would like to attempt being a little more customer centric and suggest four ways in which we can practically guard against company logic and become more customer-centric marketers. These are not the only four ways, but they are a good place to start.
Learning the discipline of listening to your customer is essential for all marketers. This is where a marketer should always start. Listening to customers was once much more difficult, but today there is so much feedback our customer is giving to us. With the prevailing social dynamic of the Internet, our customers are constantly talking to us (directly or indirectly). We just have to make sure we are listening.
Many marketers are tempted to fear social feedback. I mean, who really wants to hear someone else critique you? However, if we are really doing our job, we will embrace both pleasant and painful insights that we gain from hearing from the customer. It is so easy to become insular and solicit feedback only from our peers, but we must force ourselves to hear the customer’s feedback. Sometimes that comes in the form of them talking directly to us, and other times it comes in the form of customers talking to one another. Nonetheless, our customers are talking, and we must learn to listen.