Category: Marketing Orchestration

Cross-Channel Marketing

2020 Top Marketing Channels

2020 has been one crazy year. The chaos brought on significant shifts in consumer shopping behavior and has changed the importance of marketing channels.

Take a look at the marketing channels you should pay the most attention to and those you need to press the brake on.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Marketing Channels That Need the Most Attention

Social Media

Consumers are spending more time using social media for engaging with brands and making buying decisions. 22% of consumers said social media had influenced them to make a purchase since the COVID-19 pandemic began.

When it comes to choosing social marketing channels, looking to the latest social media statistics, YouTube and Facebook have the potential to be worth-considering in 2020. Facebook has 2.7 billion

monthly active users, and YouTube has 2 billion monthly active users, according to Statista.

This means that marketing your brands on the platform has the potential to boost your brand’s online visibility. Smart marketers are redoubling their efforts on these platforms as 74% of social marketers plan to use Facebook and YouTube (52%) more in the coming year.

Here are the most important things to keep in mind when marketing on social media. Demonstrate your values and showcase how you’re contributing to change.  Dig into your social data to find out when your target audiences are most likely to be on social media and what types of content are likely to resonate.

Leverage your social following to help spread the word of new product launches through user-generated content and make it easy for your audience to share your brand content on their social feeds.

Email

If you’re looking to free yourself from paid Facebook and Google ads, invest in email marketing. With an ROI of 36:1, email is one of the highest performing marketing channels.

The importance of email continues to go up year-over-year as 4 out of 5 respondents said they’d rather give up social media than email marketing in the same report mentioned above.

To reap the rewards of email marketing, you need to abandon the batch and blast approach.  Your email strategy should be targeted towards engaging and retaining shoppers throughout the customer journey, with personalized all email communications that reflect their interests.

How do you achieve this?

Leverage customer data to create a unified customer profile and use tools powered by artificial intelligence to send targeted and triggered messaging to consumers based on their interests, behavior, and profiles.

Design emails to include interactive elements such as gifts and videos to make campaigns more engaging and efficient. Ensure your messaging is authentic to maintain customer-brand relationships and to build long-term brand loyalty.

Multi Channel Marketing E-book

Marketing Channels That Need Less Attention

Banner Ads

Back in 1994, banner ads had a 44% click through rate. Fast forward to 2020; banner ads aren’t the most welcomed form of advertisement. Consumers have grown tired of online advertising and are turning to adblockers to improve their browsing experience. 527M people use mobile browsers that block ads by default, and 236M people were blocking ads on desktop.

Since consumers don’t see banner ads, thanks to adblockers, display advertising’s effectiveness is rapidly declining. The average click rate on a traditional display ad in the U.S. is 0.8%.

Based on the above, it’s best to allocate your marketing dollars towards personalized, targeted advertising on permission-based channels. This will make your customers more receptive to your marketing messages.

Television

 A twenty-second television ad used to be the most coveted product in advertising. TV ads are becoming less relevant as viewing continues to move away from traditional networks. In fact, many US adults say they will spend less time watching pay-TV programs (41%) after COVID-19.

At least three large U.S. media companies expect about 25 million U.S. households to cancel their pay-TV subscriptions over the next five years. This is on top of the 25 million homes that have already cut the cord since 2012.

Although television ads won’t disappear overnight, it’s best to shift your ad budget from traditional linear television to digital advertising.

Marketing Channels that Stay the Same

eCommerce Ads

E-commerce channel ads are gaining popularity as brands realize targeting shoppers exhibiting purchase intent with ads relevant is a no-brainer. Comprised of ads on Amazon.com and Walmart.com, this channel has been a solid performer during the pandemic. However, the growth rate for ad spending in the e-commerce channel is expected to max out in 2020, with growth slowing to 29.8% in 2021.

Now is the time to make the most of the advertising opportunities offered by marketplaces to attract consumers at various stages of the buying journey.

Price remains the most significant factor of influence for shoppers. Automatically reprice your products to suit market demand and stay competitive and participate in marketplace promotions to increase sales. Give your campaigns some time to build traction and gauge your ROI before increasing your advertising spend.

Paid Search

As consumers continue to flock online to make purchases, it’s imperative that you maintain your paid search presence to stay relevant. Digital online advertisements had about the same level of influence on purchases, at 22%.

Leverage paid search data to gain a granular view of consumer activity levels and see if there has been a change in on site behavior and sales. Use the insight you get to make decisions regarding your paid search strategy.

Reinvent your messages to be helpful, informative, and add value. Use Responsive Search Ads that adapt to show more relevant messages to customers. Update the advertising language in your campaigns to embrace authenticity and emotional decency. Think- “we’re in this together” instead of “buy our product now.”

Optimize your paid search ads and landing pages for both desktop and mobile experiences. If your customer journey has lengthened, re-evaluate your attribution model.

Watch conversion, click-through rates, and levels of engagement, so you can track the ROI of the campaign and determine how to adjust.

While there are several marketing channels to focus on during this period, it’s best to direct your marketing resources on channels where your customers spend time and search for products.

As you evolve your marketing strategies, understand nuances in consumer patterns, and channel investments against customer journeys.

The post 2020 Top Marketing Channels appeared first on Post Funnel.

#MarketingAmidCorona

Consumers Engage with Content by Their Favorite Stars

With events and movie shoots on hold due to COVID-19, celebrities are finding ways to remain relevant and keep their fans engaged. Read on to find out how consumers engage with celebrity content during this period.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Calling Out Insensitive Celebrity Content

Once upon a time, celebrities were seen as Gods that could do no wrong. But not anymore. With consumers demanding leaders to be accountable, they’re calling out celebrities that share insensitive content. For instance, Wonder Woman star Gal Gadot got backlash for spreading positivity with a celeb-studded cover of John Lennon’s “Imagine” on Instagram Live.

The 3-minute video, which has over 10,000,000, received negative reception with some commentators calling it “cringeworthy,” “tone-deaf,” “nauseating,” and “out of touch.”

The problem was consumers found wealthy celebrities performing a song that urges the world to “imagine no possessions,” while not making contributions to the fight against COVID-19, to be out of touch.

With COVID-19 resulting in job losses, celebrities pushing products for gain are getting negative engagement from fans. Oscar winner Gwyneth Paltrow received backlash from consumers for advertising an expensive fashion ensemble on the Instagram feed of her healthcare platform, Goop (the post has been deleted).

One Instagram, a user wrote, “Come on goop, when you said GP, I thought at first you were referring to Dr. Please use your platform in a more sensitive way… I really don’t think it’s the time to think about buying trainers when people are struggling to buy day to day supplies”.

Celebrities who show off aspirational content such as expensive purchases are also getting a lot of heat from consumers.  For example, Kim Kardashian got slammed on Twitter for posting photos of her 7-year-old daughter, North West’s Friesian horse.

How much is a Friesian Horse? According to Friesian Horse Association North America (FHANA), Friesian Horses have a price ranging from $19,900 to $47,900.

Viewing Paid Celebrity Content 

Despite some celebrities’ insensitive behavior, consumers don’t mind viewing celebrity content when there is a brand partner involved. Brands that used celebrities in Instagram posts saw 1.5 times more traffic in 2020. One brand that has nailed celebrity endorsement during this period is the shoe brand, Crocs.

Crocs collaboration with actress Priyanka Chopra Jonas as part of its “Come As You Are” campaign has over 2,000,0000 views on Instagram.

Here’s what Crocs did right:

Authentic Representation:  Priyanka’s charity work as a UN Goodwill Ambassador aligns with Crocs’ commitment to giving back. Crocs collaborated with Priyanka to donate 10,000 pairs to healthcare workers in Los Angeles and India as part of its Come As You Are campaign.

The Message: The Crocs’s Come As You Are campaign focuses on celebrating uniqueness and, more recently, on healthcare workers’ sacrifice.

Have a Good Product: From its sales record, it seems Crocs makes a good product. The foam plastic footwear is known for being easy on the feet, being practical, and convenient. Also, the brand offers customers the opportunity to customize their Crocs with Jibbitz charms.

Attending Celebrity Instagram Live Shows

With events on hold, celebrities are creating internet shows to engage and entertain their audiences. And consumers are tuning in.  For example, American actor and filmmaker Paul Feig hosts a nightly Quarantine Cocktail party on Instagram live where he mixes music, cocktails, and positivity all for a good cause.

Each episode generates laughs and Feig raises money for different charities struggling during this COVID time.

Legally Blonde actress, Reese Witherspoon, hosts Shine On With Resse At Home, an Instagram series where she doles out advice and shares tips from experts about various topics, from parenting advice to mental health.

English singer and guitarist James Bay gives free guitar lessons on his Instagram live to keep in touch with his fans during the lockdown.

In each lesson, he takes fans through different chords, sings along, and responds to questions in the comments section.  So far, James has posted 27 guitar lessons.

All three celebrities still have episodes of their live shows on their IGTV, so browse through them if you’ve got time and are interested.

Connecting with Authenticity

While consumers don’t want to see celebrities show off their wealth, they don’t mind engaging with content where stars do everyday things like reading.

In March, legendary actor and geek cultural icon, Sir Patrick Stewart (aka Professor X),  posted a video of himself reciting William Shakespeare’s Sonnet 116. Consumers’ positive response to the post inspired Sir Patrick to start a Sonnet a Day series.

At the time of writing this article, Sir Patrick was at Sonnet 120.

Katy Perry is another celebrity sharing relatable content on social media. Katy Perry gave fans a sneak peek of her daughter’s nursery on her SmileSunday live stream.

The mini-tour included a look at baby outfits, a changing station, stylish lights, and a circular crib with curtains. That’s showing a lot more than other celebs who have also recently given birth! Hint, hint @GigiHadid.

Broadway icon, Patti LuPone, gave her fans premium quarantine content with a tour of her basement.

The Broadway star showed off her jukebox, piano, pinball machine, and many more goodies. The 1:50 min video has 1.4 million views, over 1,000 comments, and 40,000 likes on Twitter.

Lessons

How consumers engage with celebrity content holds critical lessons that you can use in your marketing.

Below are some key takeaways:

  • If you’re using celebrities for endorsements, find one whose brand aligns with yours and consumers can connect with.
  • Don’t place profit over people. Think of how you can add value in today’s challenging economic environment.
  • Think before you post, be empathetic, and never underestimate the intelligence of your audience.
  • Share entertaining and relatable content.

The post Consumers Engage with Content by Their Favorite Stars appeared first on Post Funnel.

CDP

Omnichannel Personalization With CDP

In today’s shop anywhere, anyhow world, omnichannel personalization is key to effective customer engagement, and 85% of consumers want it. However, brands are failing to meet customer expectations around personalized omnichannel experiences, and only 3% of U.S. companies said they have true omnichannel personalization. One way marketers can deliver omnichannel personalized experiences is by leveraging a customer data platform (CDP). Below are three strong CDP application features.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Build a Unified Customer Profile

Creating omnichannel personalization starts with having a unified customer profile. But when customer data is inconveniently stored in siloed platforms, obtaining a 360° view of customers can be challenging. Only 47% of marketers have a complete view of customer data. Data silos create fragmentation and make scalable 1:1 personalization difficult to achieve. That’s where a CDP platform comes in.

CDPs collect unstructured and structured data from across all online and offline customer touchpoints to create a unified profile in real time. This enables a complete view of your customers and gives them omnichannel personalized experiences across channels. For instance, with a CDP, store associates can access customers’ online purchase behavior and provide personalized customer services.

Having a unified customer profile starts with good data. Poor quality customer data can contain errors such as incomplete or missing information, outdated statistics, or inaccurate data that will prevent you from building a strong customer profile and delivering personalized omnichannel experiences.

To improve your data quality, a CDP cleans your database by eliminating redundancies and reconciling missing details or incorrect data. This ensures that you have accurate and clean customer data, get quality insights, and improve your ability to deliver 1:1 personalized experiences on all channels at scale. Smart brands like Walgreens are partnering with CDPs to provide a unified, 360-degree customer view and unlock insights that power personalized customer experiences.

When shopping for CDPs, find out what kind of data the platform can capture and if it can be integrated with different data sources. Also, make sure to find out how data quality is measured.

CDP eBook

Identity Customers

Recognizing both known and anonymous customers across all touchpoints is key to delivering a personalized omnichannel experience. 43% of consumers say that being known as the same customer wherever they are makes them feel like brands recognize them as individuals.

However, recognizing that mobile phone User A is the same person as desktop User B is easier said than done. It’s easy to lose track of customers as they interact with you on different devices, browsers, or channels.  71% struggle to maintain accurate IDs of their customers over time.

Enter identity resolution.

Many CDPs feature identity resolution functionality that can determine customer identity across multiple devices and channels in real time, using personally identifiable information (PII) like email addresses, phone numbers, device IDs, sessions, and cookies.  This delivers an accurate and complete view of customers across digital and offline devices and provides a consistent experience at any time on any channel, device, or touchpoint. For instance, if a customer abandons a purchase on your website and buys in-store, a CDP can link both activities to the same customer, and follow up with relevant and personalized recommendations.

Because customer profiles keep changing, CDPs assign each customer an internal identifier and maintain it over time despite changes or multiple versions of other identifiers, such as email addresses or phone numbers. This ensures that you consistently have updated customer profiles and the insight needed to deliver relevant messages and content.

If you’re worried about privacy issues arising from PII use, you don’t have to be. CDPs can perform identity resolution by using first-party data only, thereby avoiding potential privacy issues.

However, when choosing a CDP for identity resolution purposes, make sure it has an identity graph to enrich PII with channel, device, or behavioral data, so that customers can be identified across multiple devices. Also, ensure the CDP enables you to share customer profiles with martech or adtech platforms so that it can be used to run personalized omnichannel campaigns.

 Understand the Omnichannel Customer Journey

Omnichannel consumers tend to engage with multiple channels before making a purchase. 75% of people start an activity on one device, then finish it on another. To consistently deliver an individualized omnichannel experience across all channels, you need to understand your customer’s journey on an individual level—and a good CDP can help.

An orchestration-enabled CDP can connect to multiple interactions across any channel by pulling together offline and online data in real time to form unique customer journeys. This customer journey mapping capability allows you to visualize individual customer journeys across multiple channels, understanding their interaction preferences and the context behind their actions. All this is done at scale no matter where your customers are in their journey, and helps deliver in-depth insights into how you can further personalize it.

The customer’s path to purchase can be erratic and fast-moving, which means that you need to be able to respond in real time. CDPs dynamically update customer profiles every time a customer in your database takes a new action on one of your channels. This real-time progressive profiling offers an accurate view of your customers and makes it easy to respond to their actions quickly, while personalizing each interaction based on past behavior and current context.

When selecting a CDP for customer journey analysis, find out how frequently the machine-learning models are updated and if the CDP can adjust to customer behavior signal profiles with high frequency.

CDPs can be the key to successful omnichannel personalization. When considering which to choose, ask vendors to explain how their CDPs personalize experiences across channels and how they support multi-step campaigns. Pick a CDP that can be run by your marketing team and accessed by other departments. Make sure it can be easily adapted to meet your business needs and supports data privacy and GDPR compliance.

The post Omnichannel Personalization With CDP appeared first on Post Funnel.

Marketing

3 Brands Winning the Social Media Game

By now, we all have a pretty good idea of what not to do on social media. What’s harder is getting it right, creating a strong brand presence that resonates with potential customers without being too corporate or salesy. If you’re in need of some fresh social media strategies, turn to these brands for inspiration.

Nike

Let’s be honest; Nike’s marketing has been on point for decades. From “Just Do It” to addressing racial inequality with grace and finesse, the athletic brand certainly knows how to make a good ad. Still, even with a high bar to clear, Nike’s Instagram feed exceeds expectations by not just sticking to its commitment to social justice but showing athletes of all sizes, colors, and body shapes.

As Nike founder Bill Bowerman once said, “If you have a body, you are an athlete.” However, getting into athletic activities and finding the right workout regime can be intimidating. Nike’s Insta creates a welcoming environment where anyone can truly be an athlete – with the right equipment, of course. Given that the brand has over 121 million followers on Instagram, it’s safe to say that Nike’s approach to inclusion and equality has struck a chord.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Wendy’s

We’re officially in the era of snarky fast-food marketing, and Wendy’s is leading the pack on Twitter. The brand’s bio says it all, perfectly encompassing the attitude while still promoting its products: “We like our tweets the same way we like to make our hamburgers: better than anyone expects from a fast food joint.” The social media team uses a variety of clever strategies, from streaming video games and hyping “spicy nuggs” to dunking on followers and competitors.

As a result, the account now has 3.7 million followers, edging out rival brand, McDonald’s, and nearly doubling the reach of Burger King’s Twitter feed. This tour de force of brand awareness has been especially popular with the ever-important millennial and Gen Z audiences, with both demographics reporting increased favorability year over year in 2019. Who knew that red-headed, pigtailed mascot was so full of sass?

Multi Channel Marketing E-book

Fall Guys

Unless you’ve been living under a rock without Wi-Fi, you’ve likely seen Fall Guys, even if you’ve never played it. The online multiplayer “party royale” game features top-heavy bean-shaped characters running and jumping through brightly colored competitive courses, but only the last player standing gets the crown. While the game is a ton of fun in its own right, much of its success can be attributed to Oliver Hindle, the man behind the Fall Guys Twitter account.

In under two months, Hindle has helped Fall Guys reach unprecedented popularity for developer Mediatonic, growing the Twitter account to 1.5M followers. By giving codes to streamers and influencers, Mediatonic made Fall Guys a hot topic before it even launched; it’s since become the most-watched game on Twitch.

Hindle also used the Fall Guys Twitter account to raise $1M for charity when he wasn’t busy dunking on cheaters, players without wins, and the unfortunate yellow team. Now players have taken to Twitter and Reddit to share their own victories, defeats, and memes, keeping Fall Guys culturally relevant even after the launch excitement settled down.

It’s not easy to maintain social media success, especially as a corporate brand with something to sell. These companies show how developing a strong brand identity – and sticking to it – is ultimately one of the most important parts of any social strategy. Beyond that, you can’t go wrong by being inclusive and funny, and just about everyone appreciates a good meme.

 

The post 3 Brands Winning the Social Media Game appeared first on Post Funnel.

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