Getting marketing automation right: Conversion and segmentation – and the workflows required

Session The case for marketing automation continues to prosper. Capturing leads and organising prospects in the back end, not to mention enhancing the front-facing customer journey, is important: according to Invesp, automation can drive up to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overheads.

Marketing automation workflows can work in three primary ways; to build relationships, improve engagement, and increase revenue. An automated workflow will...

Content creators: Here’s how to monetise digital content effectively

Sponsored If you’re a digitally transformed organisation in the brand, publishing or broadcasting space, or any digital content creator for that matter, chances are you’ve discovered that while having a digital content strategy and a platform to share it is one thing, monetising all that great content is another matter.

For digital content creators, monetising digital content is the last great hurdle on the journey to sustainability, with traditional revenue-generating...

Reaching customers where they are with Facebook’s click-to-Messenger ads: A guide

For years, marketers have pushed messages out to their customers and then sat back and hoped for a response. This form of “conversation” is incredibly limiting because it’s one-way — customers can’t tell you why they ignored an ad or responded to a call to action. That’s all changed with the arrival of Facebook’s click-to-Messenger ads.

These ads send users into a Messenger conversation with your business with a call to action that reads, “Send Message.” They are...

Four ways AI can help you keep pace with changing consumer behaviours

Consumer behaviour looks entirely different than it did a year ago. Lockdowns and shelter-in-place orders gave people more time to browse online, discover, and fall in love with existing and new brands. More than ever, consumers expect relevancy — and their tolerance for unpurposeful experiences has plummeted.

In other words, spray-and-pray marketing tactics no longer work. Burying consumers in content also won’t work. Loyal customers don’t want every last bit of your...

How to clean up with the right dashboard strategy: Turning marketing data into business insights

Data and analytics are designed to drive revenue and provide the insights necessary to grow an organisation’s bottom line – guiding key decisions, identifying new customers and determining what is working and what is not. And while data has always been an important part of a business’ strategy, with the increase of digital marketing and increased multi-channel tactical execution, it is more essential than ever before.

What some businesses might not realise, however, is that...

Why digital marketers have to keep up with emerging tech to stand out

The internet is having a moment. Forcing most of the developed world inside and online this year has officially pushed us into the next digital evolution. Among other technologies, augmented reality (AR) is on the rise. Digital marketers need to be aware of AR's vast capabilities in order to reach today's media-bombarded customers in new and exciting ways.

Augmented reality makes perfect sense in scenarios when consumers want to try goods on themselves: makeup, clothing,...

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

Why R&D is ‘the wind beneath marketing’s wings’ at Coca-Cola: AI, analytics, and more

Session Even if you are one of the biggest and most recognisable brands in the world, it never pays to stand still.

Coca-Cola is a particular case in point. For years, the soft drinks behemoth regularly topped the charts as the world's most valuable brand. Yet in 2013, according to Interbrand's rankings, Apple took Coca-Cola's crown, ending its 13-year unbroken stay at the top and moving it down to third, behind Google. As of 2019, Apple and Google remain one and two, with...

Why upskilling in marketing automation can empower your brand

For marketing departments, there are always opportunities to learn new tech skills – not least because of how rapidly it evolves.

And for brands that are keen to simplify a customer’s purchasing experience, complete conversions quicker and free up a marketer’s time – to focus on innovation – marketing automation could be the answer.

Why? Because the statistics evidence how this advanced technology can empower organisations. Customer optimisation specialist...

Know your data – and your limits – before utilising automation to drive campaign ROI

Brands are sitting on millions of pieces of data about customers and their behaviours – and yet many marketers are still failing to effectively apply it to their digital comms.

As a result, it’s leading to an array of lost opportunities. But why is that the case when organisations are exposed to even more ways to analyse their performance, speak to audiences on a deeper level and positively impact business growth?

Perhaps organisations aren’t providing marketing...