The Marteq Alert
3.2K views | +3 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

2021 is the year to return to smarter marketing basics - ClickZ

2021 is the year to return to smarter marketing basics - ClickZ | The Marteq Alert | Scoop.it
While there is ample data available, there is also a lot of data that can distract marketers from providing customers value. In 2021, growth-minded marketers will cut through the noise and hone in on the two most important metrics when crafting their campaigns – prospect and product engagement.

First, marketers must focus on data that measures engagement at every stage of the customer lifecycle. In marketing speak, we call this metric “prospect engagement”.

Secondly, it’s vital that your brand pay attention to how your customers are interacting with your offering throughout their journey with you. This metric is referred to as “product engagement”.
CYDigital/marteq.ios insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

CMOs will be more cautious in 2021 with growth strategies, Gartner finds - MarketingDive

CMOs will be more cautious in 2021 with growth strategies, Gartner finds - MarketingDive | The Marteq Alert | Scoop.it
  • Chief marketing officers will be more cautious this year, with 73% saying they will rely on existing customers for growth rather than developing new markets, consulting firm Gartner found in a survey. The study also found that 39% of CMOs plan to boost sales of existing products to current customers, per an announcement emailed to Marketing Dive.
  • Only about a third (34%) of CMOs plan to introduce new products to existing customers, continuing a low-risk strategy that was warranted during the uncertainties of last year. However, this approach also promises a low return and contradicts CMO goals to "reinvent and rescale key strategies" they had developed during that period of upheaval, according to Gartner.
  • The firm recommends that CMOs try to remain agile during what is likely to be another challenging year and suggests they can do so by being selective in reinventing or rescaling initiatives from last year like virtual conferences and direct-to-consumer sales. Gartner surveyed 381 marketers from September to October, with 70% reporting that digital business initiatives accelerated during the pandemic while 51% plan to prioritize new digital experiences in 2021 and 48% named new digital sales or service channels as a top priority for the months ahead.
CYDigital/marteq.ios insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Forrester: CMOs will need to reinvent roles as pandemic's impact endures - Marketing Dive

Forrester: CMOs will need to reinvent roles as pandemic's impact endures - Marketing Dive | The Marteq Alert | Scoop.it
  • Chief marketing officers next year will need to reinvent their roles at U.S. companies to make the consumer experience central to their operations, expanding beyond the management of advertising and promotional activities, Forrester Research said in a report emailed to Marketing Dive.
  • Economic challenges going into 2021 will expose the deficiencies of some marketing technology, systems and processes that were able to survive under stronger growth. CMOs can expect a year of reduced media budgets, fewer internal resources and less support from advertising partners like agencies and ad tech companies, according to Forrester.
  • To survive the tumultuous times ahead, CMOs will need to foster diversity and inclusion among their teams to reflect changes in the marketplace, upend their business models to prioritize consumer experiences and focus on retaining their most valuable customers. In addition, CMOs will need to be more engaged with their employees and show leadership by getting things done rather than delegating key priorities. This reinvention will help to create new opportunities for businesses coping with the disruptions of the pandemic.
CYDigital/marteq.ios insight:

The key: building the relationship with existing consumers. It's where the focus needs to be over the next 12-18 months.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

5 Tips for Listening to—and Understanding—Your Customers - Software Advice

5 Tips for Listening to—and Understanding—Your Customers - Software Advice | The Marteq Alert | Scoop.it
1. Collect effectiveness data
If you’re not already running customer surveys to determine what your customers like and don’t like, you’re leaving valuable data on the table.

2. Create customer personas

3. Complete a customer journey map

4. Supplement with outside data

5. Use a voice-of-the-customer (VoC) program: According to Gartner, VoC programs “collect, aggregate, and provide the means to analyze direct feedback from surveys and interviews, indirect feedback from social media and customer care interactions, and inferred data such as web analytics and behavioral data.”
CYDigital/marteq.ios insight:

Don't overdo your reliance on customer personas and use of supplemental data: the quality of output may not meet your requirements. However, do what you can to overdo VoC programs, especially extended Zero Party Data.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Forrester Releases SiriusDecisions Planning Assumptions To Help B2B Leaders Accelerate Growth In 2021 - PRNewswire

Forrester Releases SiriusDecisions Planning Assumptions To Help B2B Leaders Accelerate Growth In 2021 - PRNewswire | The Marteq Alert | Scoop.it
Forrester's SiriusDecisions Planning Assumptions will help leaders uncover key trends to prioritize their resources and investments in the year ahead.Key insights include:

B2B CMOs must be agents of change, not advocates for a comfortable status quo. 
Chief sales officers must get adept at virtual selling for their sales organizations to address buyer needs. 
Demand and account-based marketing leaders must find compelling ways to drive engagement across buying groups. 
Marketing operations leaders must enable hyperagility. 
Sales operations must improve capabilities to collect and analyze data. 
CYDigital/marteq.ios insight:

Details when you click-through, but all fair planning assumptions for your perusal and use.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Navigating a Sea of Martech? 4 Tips For Charting Your Course in 2020 - MarTech Series

Navigating a Sea of Martech? 4 Tips For Charting Your Course in 2020 - MarTech Series | The Marteq Alert | Scoop.it
  1. Organize your team for success 
  2. Recognize technology that’s worth the cost: The important thing to remember though, is that no one type of technology will guarantee strong results. Before going all-in-one technology that might sound and look good, make an effort to understand the algorithms at play and how they provide tangible, incremental value to the marketing process.
  3. Know the data you’re using: To avoid the pitfalls associated with third party data, use your own data as much as possible. 
  4. Reduce the partners on plan: It’s important to understand the outcomes you’re trying to achieve, and then choose the right partner for those outcomes. You need someone who can deliver on the various tactics needed to achieve your goals, and can do so without math that involves windows and ratios. The 200-pound gorilla is not your only option. Choose wisely.
CYDigital/marteq.ios insight:

Note #3. The far better choice? Extended zero party data. Let's talk.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketing strategies for the luxury sector - Doxee

Marketing strategies for the luxury sector - Doxee | The Marteq Alert | Scoop.it

In the luxury market, there are three possible strategies: luxury, fashion, and premium. The difference between these strategies is enormous: for fashion and premium strategies, classic marketing styles work quite well. However, when it comes to luxury, you have to rethink the typical marketing strategies. 

  1. The luxury strategy aims to create the maximum value for the brand and the full power to determine prices by exploiting all the intangible elements related to the brand identity, such as tradition, country of origin, history of craftsmanship, limited runs related to the scarcity of valuable raw materials, prestigious customers, etc.
  2. Fashion strategy is a totally different business model: here time is not decisive; fashion sells by being “fashionable”, i.e. a transitory value, an object of a programmed obsolescence, to borrow a term from high tech. 
  3. The premium strategy is an eminently comparative strategy. It can be summarized as a “pay more, get more” strategy where you must prove to customers that they’re getting the best quality for the price within a given category. 
CYDigital/marteq.ios insight:

A tremendous article focused on luxury marketing. Even if this isn't your line of business, it provides well-researched insight.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Evaluating New Technology? You’re More Biased Than You May Realize - Sloan Management Review

Evaluating New Technology? You’re More Biased Than You May Realize - Sloan Management Review | The Marteq Alert | Scoop.it
In the same way that leaders may harbor an implicit bias about characteristics of groups of people, they may also harbor implicit biases about new technology — including new technology they might be considering investing in to improve productivity or competitiveness.

You may think that you make decisions about technology tools with an open mind and a clear process for evaluating options. But our review of hundreds of published studies on new technology adoption reveals that personal beliefs about new technology — that it’s wondrous, complex, and alien — prompt specific, unconscious biases about how and why it’s better than older options.

Implicit bias toward the dazzle of new tools can cause leaders to take unnecessary risks and ignore the advice of human experts in decision-making. Further, implicit bias toward new technology may lead to sizable investments in products and services that are unproven or even unsafe.
CYDigital/marteq.ios insight:

Fascinating thesis. Marketers today are especially vulnerable, as the discipline is incredibly tech-oriented, but the ROI is sometimes sketchy.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Gartner : Survey Reveals 66% of Marketers Now Have a Centralized Marketing Organizational Structure | MarketScreener

Gartner : Survey Reveals 66% of Marketers Now Have a Centralized Marketing Organizational Structure | MarketScreener | The Marteq Alert | Scoop.it
Despite years of mounting pressure within many marketing organizations between centralizing or decentralizing resources, a rapidly growing number of marketing leaders now prefer the centralized approach, according to Gartner, Inc. In fact, the Gartner Marketing Organization Survey 2020 of over 400 marketing leaders shows that nearly two-thirds of marketing teams are either fully or primarily centralized.

Resources that may have been decentralized to regions or other organizational entities are also being consolidated and centralized. This is consistent with findings from the CMO Spend Survey 2020 that show 79% of CMOs are no longer looking to new products and services, but rather existing markets to fuel future growth during the COVID-19 pandemic.

This reallocation of resources is contributing to fully centralized models where all marketing staff operate as a centralized entity or primarily centralized models where most marketing staff are centralized with limited staff distributed to regions or business units. Gartner research also shows that marketing organizations with a marketing operations leader are more likely to have a fully centralized structure (35%) versus those without a marketing operations leader (23%).
CYDigital/marteq.ios insight:

This should not be a surprise to any of us: martech is centralized, thus form follows function. 

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

New Podcast Survey Reveals Lift Rates are up to 30X Higher - MarTech Series

New Podcast Survey Reveals Lift Rates are up to 30X Higher - MarTech Series | The Marteq Alert | Scoop.it
Leading data science company Claritas has released a new report entitled “Podcast Campaign Lift: A Guide to Accurately Analyzing Campaign Conversion Rates.” The report provides new insight into the return on investment (ROI) provided by podcast campaigns. It also shares how marketers can more accurately measure ROI on any marketing campaign.

Claritas set out to answer the question: “How well are podcast campaigns actually contributing to incremental engagements and/or conversions?”

To answer this question, Claritas analyzed 834 million podcast impressions that spanned across 158 campaigns over 36 months and multiple industries. The results were compelling: Lift rates in many key industries – including automotive, insurance, consumer goods, telecommunications and retail – ranged from 23.5% to 79%. That’s up to 30 times higher than the average lift rates for non-podcast channels such as digital display, print and linear TV, which average around 2.6%.
CYDigital/marteq.ios insight:

Compelling data pointing to podcasts as a supporting tactic.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

B2B Brand Differentiation: 4 Marketing Practices | MarketingProfs

B2B Brand Differentiation: 4 Marketing Practices | MarketingProfs | The Marteq Alert | Scoop.it

B2B firms that outperform the competition are more likely to focus on long-term marketing goals, test their marketing programs beyond digital channels, encourage marketers to take risks, and have distinctive brands, according to recent research from The Marketing Practice and Marketing Week (https://themarketingpractice.com/en-us/insights/b2b-effectiveness-barometer-2020/).

CYDigital/marteq.ios insight:

Interesting factoid RE: risk taking. Is there a direct corollary between marketing leadership and the ability to take risks?

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

8 game-changing approaches for solving a marketing plateau | Ad Age

8 game-changing approaches for solving a marketing plateau | Ad Age | The Marteq Alert | Scoop.it
1. Diversify your presence.
2. Test new messaging and creatives.
3. Explore testing into new audiences.
4. Look for tactics with a large audience.
5. Automate your processes.
6. Create a flywheel or compound effect.
7. Put yourself in your audiences’ shoes.
8. Go back to basics.
CYDigital/marteq.ios insight:

We should all be so lucky. CT for the details.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

No comment yet.