April 23rd 2018 | Outbound Marketing, Adrianna Burrows, Multichannel 

What’s Old Is New Again: Outbound Marketing 2.0 (blog.kissmetrics.com)

Topics: marketing strategy, Email marketing, customer service, inbound marketing, social media, marketing automation, marketing efforts, Gartner

We spoke with Steven Coufal, Senior Media Relations Specialist at Gartner, to learn more about the advancements in email marketing: “It used to consist primarily of large scale, one-off email blasts, but now the technology has moved to the point where marketers can hyper-target small subsets and even individuals with very focused content tailored to their specific interests,” Coufal says.

Another professional marketer, Tim M. describes his old method in a review of his new marketing platform, “The other missing link was the ability to do email campaigns specifically designed for segmented target audiences.” With the newer email marketing platform, he continues, “we no longer have a one size fits all message that doesn’t really work.” Coufal gave us a rundown of how intelligent email marketing can be woven into the bigger marketing picture.

These can be integrated into a company’s existing marketing platform, modernizing the strategy and execution of outbound efforts while providing the data needed to continually refine them.

She then gets opted into a specific email stream that promotes the styles and options known to be popular with her demographic.” Not only can the message be tailored to the individual, it can be adapted to the individual’s actions.

ROPO: 2018’s Most Important Multichannel Digital Marketing Report (moz.com)

Topics: online advertising, customer data, customer experience, online shopping, online activity, landing page, digital marketing, Google Analytics

In this article, I’ll show you how we’ve improvised to create a ROPO report for DID Electrical, an Irish electrical and home appliance multichannel retailer, to provide greater insight into their customers’ multichannel journey and how this affected their business.

You can watch two of my colleagues, Alan and Roisin, discussing social ROPO reporting in an episode of our new video series, Wolfgang Bites: Clearly, ROPO reporting is potentially very powerful for social media marketers, but Google doesn’t yet provide a way for me to simply upload offline conversion data and match it against people who’ve seen my ads (though they have said that this is coming for Google AdWords).

With at least 47% of offline shoppers visiting the site before purchasing, 1 in 8 of them being influenced by AdWords and 1 in 5 by SEO, DID could now show the impact online was having over in-store sales.

Once you have this touchpoint and interaction, measuring Facebook‘s social ROPO is a simple file upload and using what I’ve shown you above, you’ll be able to measure the ROPO impact of PPC and SEO too.

Interview with Adrianna Burrows, CMO, Cornerstone OnDemand (martechseries.com)

Topics: business strategy, product marketing, digital marketing, marketing automation, product development, marketing strategy, SaaS, Chief Marketing Officer

Ongoing training and education have been an incredibly important part of my career, and I’ve worked hard to inspire my teams to be curious and open to learning new skills.

Beginning a career in PR very much set the course of my career — you see firsthand that perception is reality, so if a company or a product doesn’t have the perception they want with their customers, media, analysts or influencers, then nothing else matters.

Collectively, marketing leaders have worked so hard to open the lines of communication between marketing and sales teams, and the next step is to use these technologies to bridge the gaps between other departments, such as marketing and product development, or marketing and IT.

I began my career at the global communications agency Waggener Edstrom, where I spent 13 years leading and supporting global technology accounts, including several Microsoft businesses (Office and Explorer), as well as opening the agency’s Austin, Texas office and a few of the West Coast offices.

Marketing automation technologies have come a long way in the past few years, and it’s been one of the more interesting aspects of my job figuring out how and when to adopt new technologies.

The Seventh Deadly Sin Of Digital: Reach And Frequency | AdExchanger (adexchanger.com)

Topics: digital revolution, Technology companies, media buyers, sweet spot, fresh ideas, marketing team, chief revenue officer, common themes

We also need the ability to not show some users the ad at all, so advertisers’ dollars aren’t wasted on those impressions, either.

But capping overexposure is only half the problem: We also need to better predict which users will see an ad campaign once and be able to increase the frequency for them.

Let’s say you’re a brand manager who wants your online ad campaigns to reach 25 million target consumers, with an ideal frequency of seven ad exposures per user in 30 days.

What’s equally disturbing but not shown in the graph is that these 50% of impressions typically are concentrated on only 18% of the audience —when the marketer’s desire is to have it be more evenly distributed.