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Marketecture™ incorporates six critical stages that are imperative when assessing a company’s market presence and instrumental when developing an effective strategy.
In the competition for the best visualization of the kaleidescopic marketing technology space — other entries include my marketing technology landscape from last year and the marketing technology LUMAscape from last month — I’d say Gartner has just jumped into the lead with their new digital marketing transit map. Their high-level map is visualized around types of products and services — represented as stations on the map — rather than the individual vendors themselves.
There are 12 tracks, such as Marketing Management, Creative, and Analytics, which share common objectives and information. Looking at this map, you cannot help but be awestruck by the breadth and depth of digital marketing. So I can fully empathize with — and have enormous respect for — marketing leaders who are struggling to sort out a cohesive strategy in this landscape.
The art of marketing management is the strategy you use to choose which changes to focus on, and which ones you intentionally let slide, at least for the moment. There is no technology that delivers the seamless interconnectivity between these stations as it’s portrayed here. There may be some technical plumbing, but most of it is highly informal and custom-built within each organization. But even in that light, this map from Gartner is extremely helpful because it visually raises the question: how are you bringing these neighborhoods together in your company? I would like to see Gartner’s recommendations on how to build this infrastructure in prioritized phases. For better or worse, my humble opinion is that we’re a long ways away from pat answers.
Nice to compare and contrast different visualizations like that to realize that there are many different ways to view this landscape.
It highlights the growing scale of Digital Marketing and the processes that at least need evaluating by professionals in a digital marketing role. This leaves me thinking about Einstein when he said things should be made as simple as possible and no simpler. If your newsletter is a chore, not consistent, not working or if your company or division isn’t using one, it’s time to call clearcloud. Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Internet Marketing Blog or to eStrategy TV. David Erickson, VP of Online Marketing at Minneapolis Public Relations firm, Karwoski & Courage. Lead capture forms need to minimise data collection, but of course you do need profiling info to qualify the lead so you can follow-up with relevant content or contacts.
The Marketing Ninja from Singlehop has produced what we think is a useful infographic summarising the issues to boost form conversion which collates different advice on best practice for increasing form conversion including how to test your form, which buttons to use and more. To make this post more useful, we asked The Marketing Ninja for details of resources for form best practices so you can follow-up on these if you’re working on this. The lack of options for content grouping in Google Analytics has been surprising given that it has been a core feature of established analytics systems like Webtrends and Site Catalyst since as long as I can remember.
It’s true that you can use the Content Drilldown to review the effectiveness of different content types in driving visits leads and sales as we recommend in our guide to Google Analytics, but this only works if you have a site structured with a clear hierarchy of folders.
In the real-world, many sites particularly Ecommerce sites, or other sites pulling products from a database don’t have this. Add a single line of tracking code in the snippet that identifies the content index number and the Content Group to which that content belongs.
This looks to be the best option if you don’t want to involve IT or an agency to change the tracking code.
Once you have setup Content Grouping, Content-Group statistics are available in the Content reports that offer Content Grouping as a primary dimension. Here’s a summary of research specifically of interest to readers selling to marketers, but also relevant insight on best time for follow-up for B2B marketers selling technology to other professionals.
Leadjen has backed this up with their study from 2010-2013, to look at best prospecting practices to Marketers, and traditional lead generation techniques. Leadjen made over 1 million calls and email contacts across more than 20,000 conversations. Follow up calls on those who initially showed no interest, can still generate 13% more appointments. Follow-up your call with an email, regardless if they are interested or not, and use a branded email template so it looks professional. One of the biggest challenges business owners as well as marketers will face in 2014 is how they can use different online media together to achieve inbound marketing success.  Many think of (social media, email, search…etc) in silos, and that’s the reason why many inbound marketing strategies may fail. Once you figure out the steps that lead to a purchase, you need to apply the best channels to support each step of the process. As I mentioned before, all the online mediums that your business should be benefiting from should work together in order for the strategy to work. As you can see in the diagram above, there are 4 main phases to turning strangers into loyal customers. Let’s say that you’re not a patient person and you want to jump through the funnel above by directing all of that traffic to a sales page. Assuming you’re paying 25 cents per click, you’re going to get 20,000 visitors to your sales page.
That means that only 200 people of those 20,000 visitors will convert into paying customers.
They’ll probably leave and never come back again because your copy didn’t convince them, they don’t know you, they don’t trust you…etc.
Would you throw 19,800 visitors out the window while you can get more of them to convert into paying customers? This step is all about turning complete strangers who probably never heard about your business before into visitors who see your content multiple times. In order to achieve this step and get to the next one, there are several effective mediums that you can use.
Blogging if done correctly will help your business attract strangers and turn them into visitors who check your content regularly. Social media: Many businesses use social media as a direct selling tool and that’s exactly why they get disappointed when they don’t get results from this medium. Each medium is good at something, and social media happens to be very good at getting awareness for your brand as well as retaining existing customers and turning them into promoters as you can see in the previous diagram.
Now that you have visitors who showed interest in your brand, the next step will be getting them into an email list because this medium happens to be very good at converting your prospects into paying customers.
In order for you to convert those visitors into leads, you need high converting landing pages. A lead magnet could be any free offer from ebooks and reports to video series and webinars.
This phase is all about turning those leads into paying customers and you do that by overcoming your prospects objections. Let’s say that in your buyer persona, your prospects objections were: I don’t think your product is right for me, I don’t have time, I don’t have budget, Why would I trust you…etc. By answering all of those questions in an automated email autoresponder series, your prospects will be more likely to buy from you since those objections are the only thing that was holding them from buying. The great thing about email autoresponders is that they save you tons of time and help you automate the process of overcoming your prospects objections. Why stop at that point, when we can get those customers to become promoters for our business. The best promoters are customers because they used your products or services and when they recommend them to anyone inside their circles, they’ll respond. Some of your customers might have a friend or a family member that can benefit from your product. A study from Nielsen reveals that the number 1 thing people trust when it comes to purchasing is recommendations from other people they know.
Some brands go and waste money on advertising while they already have a loyal customers’ base that can help them promote their brand for them.
Now that you know my ideas on the 4 steps of inbound marketing success, I would love to hear your thoughts on this. Affiliate Marketing had a big year in 2013 with the industry now estimated to be worth a staggering ?9bn. A big thanks to Kevin Edwards, Strategy Director at Affiliate Window, Helen Southgate, UK MD Affilinet and Owen Hewitson, Associate Director Acquisition from Starcom MediaVest Group. Helen Southgate (HS): I’m not sure we’ll see any big changes as such, more a development and progression of the current channel. Owen Hewitson (OH): The biggest challenge in our industry lies in how we represent ourselves. Kevin Edwards (KE): I would like to think we’ll see the industry working with third parties to crack the cross-device challenge if individual companies cannot do it themselves.
I’m sure individual companies must be assessing what they can do, so the challenge will be whether they innovate or they rely on piggy backing someone else’s technology to understand consumer behaviour. HS: I always find the question of mobile entertaining as mobile has affected us much the same as most other digital channels.
If I think about my Christmas day at home the room will have 3 iphones, 3 ipads, 1 kindle, 1 Hudl and a smart TV.
OH: I think that some of the developments in mobile such as receipt scanning apps could help ease the introduction of many FMCG advertisers into industry where traditionally it’s not been clear what their place could be. But in the latter part of 2014 there will be one major new development that I foresee as revolutionising mobile: Glass.
KE: It can’t be understated how much of an impact mobile is having and will continue to have but few people have crystallised the opportunity well.
I want 2014 to be the year when we stop talking about the ‘tracking challenge’ and we start talking about clearly defined mobile opportunities for both existing and new affiliates. OH: The publication of the IAB’s Online Performance Marketing Study was a major step forward in demonstrating the maturity of our industry. KE: From an Affiliate Window point of view it’s been the transformation in how we process data internally. On a more macro level, seeing how affiliate marketing is perceived in the UK by overseas affiliates and advertisers has been eye opening. It goes without saying that Google continues to cast a long shadow and we know anecdotally some traditional affiliates continue to slip from the channel.
OH: Amongst budget-holders both client side and internally to organisations our industry seems to suffer from a confusion between the aim of activity and the channel through which it should be run. It’s also depressing that networks seem content to appeal to the lowest common denominator as a point of differentiation to win business: price. HS: Working closely with their networks to understand the value of their affiliate channel throughout the customer journey. Get stuck in and allocate more resource to it: don’t judge purely on pricing and challenge your network on who your affiliates are, where their traffic is coming from and how you can work better with them.
The basics haven’t changed over the year: there remain few shortcuts, but if it’s not already, try and make 2014 the year your programme turned intelligent.
Do you use webinars and want to make them more effective, or are you considering using them for the first time in 2014? If you’re wondering how our voices sound so professional (why are you laughing?), it’s because we use a great microphone (the Blue Yeti) with an anti-pop screen (like this one).
Find a quiet, echo-free room from which to present: When we first moved into our offices, they were very echoey.
We had acoustic tiles fitted to the walls and ceiling of this office, to make it ideal for conference calls and webinars. Before or during this call, send out a Google Doc that contains the planning templates for the call.
Create an outline for the call, so each presenter knows how many minutes they can speak for. Assign one of your colleagues to join the webinar as an attendee, so they can see and hear what the attendees see and hear. Ensure that the presenters, moderators and organizer will join the webinar half an hour before it starts (so they can check that the technology is working).
Agree upon the time and date for a post-webinar call, so you can review any remaining tasks that need to be completed. Give the presenters, moderators and organizers the URL of this article, so they can follow the checklist themselves. Ask for photo(s) of the presenters, and the email addresses of the presenter(s), moderator(s) and organizer(s).
The blog post is surprisingly fiddly to set up, partly because the time zones are difficult to explain (and GoToWebinar doesn’t make things easy). Be careful who sets up GoToWebinar, because this person will receive all of the email enquiries (and there may be tens or hundreds of them). Copy and paste from the Google Doc the description of the session and the follow-up emails. Once all the parties have agreed upon it, transfer the blog post from Google Docs to your site and to your co-presenter’s site. When the presenters have submitted their slides, combine them into one slide deck and check that all of the fonts and transitions have worked.
This subtle drop-down list in PowerPoint is the secret to adding someone else’s slides without ruining their formatting.


Close any applications you won’t be using—including ones that only appear in the menu bar, like Screenhero and Jing.
If you have it (and if you don’t, you’re missing a trick) activate Caffeine (for Mac), which stops your computer from going to sleep or starting your screen saver. Set yourself a reminder to restart your computer afterwards, so all of the above software starts again. Ensure your backup internet connections are ready (your wireless card, phone tethering, etc.). Minimize any possible sources of noise: Turn off doorbells, unplug unneeded phones (note that a phone in vibrate mode can still make a lot of noise). PowerPoint doesn’t work well with multiple monitors, so unplug any external monitors before you begin, and present the slides from your main screen.
When the talk starts, mute any presenters who aren’t speaking, to minimize any background noise, and to reduce the likelihood of bandwidth problems.
If agreed beforehand, export the GoToWebinar reports and send them to the other presenters.
Restart your computer, to restart the software that you paused before the session (Dropbox, Time Machine, etc.).
Edit the video (we use ScreenFlow for Mac, but Camtasia for Windows is very similar): Crop any excess content from the start and end of the video. However, if the other presenters are consistently quieter than you (because they don’t have an awesome microphone, perhaps), then it helps to turn their sections of the audio into separate clips, and then to edit the volumes of those clips independently. Rather than create a new post, we edit the one that we used to announce the webinar, because it’s not needed any more, but there might still be links pointing at it.
If you found this article useful, then you’ll (probably) love our free articles on conversion rate improvement. Verify your Google profile – Google+ made huge advances this year but try some simple updates. Prepare for a crisis – While it’s quiet, take a step back and look at the risks and vulnerabilities in social.
Test Twitter Cards – Get to grips with Twitter’s Lead Generation Cards; these allow you to collect leads directly from tweets. Do more with LinkedIn – Sponsored Updates let businesses promote any post from their company page directly into a specific demographics’ news feed. Play with video – Now you can create and edit videos on the Instagram app as well as photos. Get on the right side of the law – The UK legal system wasn’t made with social in mind so it has had to adapt. Lay down the law – Once you’re aware of the legal risks, you’ll no doubt want to get your housekeeping in order.
According to a recent survey, only 34% of small business owners use technology for customer relationship management, and only 18% have marketing data fully integrated with their CRM. To remain competitive, your business must be able to compile information, analyze data to create dependable leads, and actively build relationships with customers. To help qualify a lead, a CRM tool can track demographic and risk-related information for an agency.
A CRM can automate your outbound marketing, which allows for more effective communication with current customers and prospects. Understanding where customers are in the sales funnel helps you manage leads more efficiently.
Evaluating technology options for innovation in marketing – do you know your hype cycles?
If you’re involved in marketing strategy development, you will be constantly making judgements and doubtless arguing with colleagues about which digital technology innovations are most relevant to  your organisation.
You may well know the Gartner Technology Hype cycle since this has been published for over 10 years, over time they have added a comprehensive range of hype cycles covering technology applications like Ecommerce, CRM and ERP. In August 2013, Gartner followed with their Latest 2013 Hype Cycle of emerging technologies.
Marketers who follow new technology will not be surprised to see Big Data nearing the Peak of Inflated Expectations along with wearable technology. 2 Peak of Inflated Expectations - In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. Selecting amongst hundreds of alternative projects is a challenge I commonly hear when talking to digital strategists. We’re fast approaching 2014, the year when mobile analyst Mary Meeker predicted that mobile Internet traffic would overtake desktop traffic. In this talk for Smart Insights I started by showing that 2013 was the year that many businesses started to prioritise integrating mobile marketing with other channels to the level it deserves. This Slideshare was presented as a webinar by Rob Thurner of Burner Mobile at the Smart Insights Digital Marketing Priorities 2014 summit. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. Marketecture embraces the perceptions of both the CMA and client teams and illustrates that dedicated professionals working collaboratively are at the core of successful marketing programs.
And they go through 7 neighborhoods, such as Marketing Ops, Web Ops, and Ad Ops, which are typically different practice areas within an organization. And successfully implementing that strategy is far more about people and processes than it is the technologies themselves. You can’t just hop the Ad Tech red line to get from native ads to attribution, transfer over to the Analytics orange line, and arrive at predictive campaign analytics in an easy 20-minute ride. Sure, there are companies and service providers that are bringing a subset of these pieces together. What does your digital marketing hub look like today, and what are your plans for expanding it to handle the massive influx of population ahead? I certainly agree that not every company should worry about every station in this gigantor marketechopolis — in fact most are probably best served by ruthlessly focusing on just a few of them and getting them really right. Brian, you make a valid point that perhaps there should be more distilled versions of this that show clear paths of engagement needed to create success. Whilst your company may not use a large percentage, you need a grasp of what each element offers and how this impacts and connects with the others.
From design, technology, content, writing, imagery and integration with other digital marketing tools, clearcloud is an e-newsletter specialist.
So it’s difficult to get the balance right between sign-ups vs data collection for lead generation. In these cases your best option was to create a custom filter for grouping content as Peter O’Neill outlines. It announced these just before Christmas, so we thought we would alert readers to these here. Content extraction – use a regular expression to identify content types for a URL, page title, or screen name.
It looks like this could be more useful for adhoc reporting, for example, assessing a content marketing campaign identified with a particularly string identifying the content or folder.
Used Social media and websites so your recipient knows you have taken the time to understand them and their business.
They go through a conversion path that is designed to turn them into customers and then turn those customers into evangelists who will promote your brand for you.
Following this funnel will ensure that you don’t lose the other prospects who might be interested in what you’re offering, but they’re not ready to purchase yet.
You won’t obviously ask for the sale directly here, you’re just educating them about your brand, your products or services. According to a HubSpot study, companies that blog get 55% website visitors than companies that don’t! They then start blaming the medium instead of analyzing why exactly this medium doesn’t work in terms of direct selling. Some people call them squeeze pages, others call them opt in pages, and they all basically have the same job. For this you’ll need a lead magnet or as some people prefer to call it an ethical bribe + a landing page to show the benefit of that lead magnet.
Just make sure it’s perceived as high value by your prospects so you get better conversion rates. I’m not saying this is wrong or anything, but I believe we’re here to maximize conversions, right?
You can use them to deliver exceptional customer service, over deliver on what you promised or get personal with the most loyal customers.
Houssem is a Social Media Marketing Consultant helping small business owners make more profit using digital channels. With that in mind I asked some thought leaders in the Affiliate Marketing industry for some of their thoughts on 2013 and what they think will change in 2014.
Collectively, affiliate marketers have been guilty of far too much naval gazing and talking to ourselves about ourselves. We’re way past the tablet and handset tipping point and all research shows us consumers are interacting with multiple devices in order to purchase online.
The industry has been working to drill down and down into data, and we work reasonably effectively on a granular level, but more and more affiliates will recognise the power of their data and use this to build better client relationships – as well as to create additional complexity and sophistication in our understanding of the channel.
I read a lot of reports in the industry about the growth of mobile and always wonder why we are surprised at this and why it is headline news. I think the industry has struggled to keep up with the rapid change and growth of technology in this sector, but when we do get it right it will be hugely valuable. Looking ahead, there are some interesting technological developments on the horizon that have immediate applicability to our industry. With Apple hardly innovating in mobile technology it’s only Google that has the capability to produce a game-changing device. I think we’re all confused by what we’re supposed to be focusing on and that lack of vision has led to a scatter gun approach with some companies throwing everything at mobile in the hope that some of it will hit the target. It’s frustrating that we’re still talking about tracking as being a challenge: that a network can make a statement that 75% of their mobile sales track and pass it off as a positive news story is pretty damning when some clients are seeing one in three or one in four sales through handsets.
We have had a very strong year despite a slow summer period for online which has been mitigated with a strong end to year. Whereas previously the best guess of the value of performance marketing was Econsultancy’s slightly finger-in-the-air guess, now we have a study that’s concrete, broad and properly-audited. The insights we have as a network now, compared to a year ago, have changed how we approach certain elements of the business and how we talk to clients. The revenue is being replaced with new blood but it’s critical we try and ensure we support those who are struggling. I’ve seen a lot happen in our industry over the years and our industry has definitely grown and professionalised, however I feel the industry has lost some of the entrepreneurial spirit that it used to have. Very often a client request for a mobile acquisition campaign (for example, an app download campaign) will be funnelled to a mobile team or agency that will then typically run a display-based campaign. This is nothing new but nothing irritates me more than the peddling of certain beliefs that are passed on as fact when little critical analysis has been done to prove or disprove them. It commoditises a complex channel and makes us all poorer, with fewer resources to support what is still by far the best solution for most advertisers looking to run affiliate programmes.
The channel is diverse and wide-reaching yet we focus too heavily on the short-tail of publishers.
Rather than getting bogged down in fruitless debates about cross-channel or multi-channel attribution that seek to weigh the contribution of each channel and apportion a budget on the basis of a perceived value from sitting in a certain part of the user’s path-to-purchase, we should look at what happens after the conversion. Advertisers that have done this have generally a very positive story to tell about the affiliate channel, a fact I have argued for earlier this year and which I believe we should seek to emphasise in case studies and media packs in 2014. Think of all the parameters you collect when storing affiliate sales and how these can be linked to provide better insights. In fact, this year we have experimented with turning down almost every conference speaking request we have received, and instead we have spent that time giving webinars. This year, we have reclaimed a whole month that we would otherwise have spent visiting conferences, and we have had our highest sales ever.
They are time-efficient, for you and for the attendees, who don’t need to travel to a conference either. They are like a stressful cross between organizing an international conference, giving a presentation and making a VoIP call. We’ve recorded a comparison of the different microphone options, so you can hear what a huge difference it makes.
So we had the walls lined with Ecophon Texona acoustic wall panels, and we had Ecophon Solo panels suspended from the ceiling.
They are almost unnoticeably discreet; they are on every wall except the one by the stairs. That way, you provide valuable content to their subscribers, and in return you get exposure to a new audience. If, at the start of the webinar, you accidentally start showing your screen without realizing it, this person can run into the office shouting and waving their arms. Remember that time zones vary by date, so don’t just look at the time differences as they are today.


Also, share cell phone numbers in case any one of you needs to be contacted in an emergency.
You can do this by emailing the URL of the Google Doc to the presenters, moderators and organizers. You don’t want to start the webinar out of breath because you’ve just had to wrestle several people out of the room. So give this job to your guest presenter (just a joke—the organizer should probably do it). The one on the left is for slides and GoToWebinar, and the one on the right is for instant messaging, accessing the web, and maybe joining the webinar as an attendee so you can see what attendees see. Here’s our Spotify playlist of exciting songs—though you’ll probably want to create your own.
Read all of the attendees’ questions, even if you haven’t promised to reply to all of them. If you have used any non-standard fonts, then save the file as a PDF before uploading them, otherwise they’ll look terrible.
Optimize the sound by maximizing its volume, being careful that none of the peaks get too loud (in Screenflow they appear red when this happens). And thought, if you find a little time in-between now and the New Year, it’s a good opportunity to do a little social media housekeeping. If you haven’t already, customise your URL so your company page is legitimate and easier to find and share.
And not just because we are co-authors, but because it has insights from over 30 of the leading practitioners in social media and PR!
Christmas is a great time to trial new things, and these have no form for users to fill in – an added bonus! It’s the coolest thing since sliced bread, and leaves a trail of breadcrumbs for your customers to follow.
Take stock of threats and opportunities and work them into a viable framework to build up your online strategy. And what’s more, these videos exceed the 6 second restriction of Vine, so it’s worth testing which platforms work best for you. Get better prepared for legislation in 2014 with our free resource (including real life examples of what not to do, it’s well worth a read!) Download Risky Business: How to stay legal when using social media. Download The Social Media Policy Workbook to draft your new company policy; it covers everything from changing passwords to protecting the company against liability caused by your workforce.
2013 was the year that Twitter went public, Facebook launched Graph Search, and Instagram allowed video and Direct Messages.
Unfortunately, many smaller businesses are falling behind in their use of technology and missing out on potential sales opportunities. A marketing-driven CRM has the power to simplify these time-consuming tasks and take your company’s sales strategy to the next level. If you’ve gathered all the relevant data about a prospect, you can create concise and sensible solutions that fit his needs. A CRM tool can help you alleviate your customers’ stress or confusion by automatically notifying customers about renewals and policy round-outs and build loyalty by optimizing discounts with multiple policies and in-house incentives. With a CRM, reporting all sales and marketing metrics, you’ll know where to focus your efforts and be able to see the exact results of your time and money investments. Taking advantage of technology-assisted sales correctly has been proven to increase initial lead-to-closing ratios dramatically. No longer will you miss a chance to round out a customer’s policy or allow changes to his coverage slip through the cracks. It’s great to see companies investing in understanding technology and marketing trends to try to create a roadmap for prioritising and implementing innovative digital technologies for marketing applications.
If you don’t know it, this is one of the best ways to find out about the upcoming technologies which may affect digital marketing. Scary-sounding new technologies to watch include the Brain-computer interface, Human Augmentation and Neurobusiness. Alternately, in digital marketing, many smaller, nimble companies have gained an edge amongst early adopters of an approach such as social media or Web 2.0. There may be some successful applications of a technology, but there are typically more failures. One approach I have developed when consulting, to help with this, is the matrix below which we describe along with other alternatives in our guide and template to justifying digital marketing investments. Retail week reported that 60% of retailers listed omni-channel as their top  business priority for 2013. And there are offline connections to sales and service, general advertising, business intelligence, IT, and the CMO’s office. The connections between these disparate stations are made via human collaboration — people and processes. But most of their strategies to date have been implemented as marketing suites rather than marketing platforms — which is like trying to hold back the ocean with a sandcastle (albeit a very elaborate one).
If you want a rewarding experience, contact us to enjoy happy hour Visionary Marketing style. We can get your business on track and show you how to manage this essential digital marketing tool. Often this balance isn’t right as analytics shows campaign targets are not attained with bounce rates too high. You might get lucky turning very few of those strangers into customers from the first interaction if your product and copy resonates with them really well, but then you’ll be missing on the vast majority of the remaining prospects that could really benefit from your products or services. If you ask every marketer on earth, they’ll always tell you that people buy from businesses they know, like and trust which are the outcomes the funnel above achieves for your business!
So you basically create the content once, and it’ll continue to serve you for months or even years to come! Some businesses go even further and send personal hand written thank you notes to some of their customers. He’s also the founder of High Quality Social Media, a blog dedicated for small business social media marketing advice. The RMR comes into effect from 1st Jan meaning cashback cannot be used in the utility sector.
As a result we have taken our eye off the ball when it comes to how those outside of our channel see us, and where we fit in the multi-channel mix. Without additional insight into what this journey looks like the affiliate channel, like any other digital channel, will effectively be working blind. It’s a change of consumer behaviour that’s not limited to the affiliate channel, and one pioneered by the genius of Apple!
It’s about getting the right message, to the right person, at the right time and in the right format. Apple’s iBeacon technology, which use Bluetooth Low Energy (BLE) to transmit or receive with an app to offer micro-location awareness may not be immediately applicable for publishers’ apps but provides a huge opportunity for app download campaigns as retailers start a land grab to get their apps on consumers’ devices. I’m not convinced by any of the wariness around Glass and expect that its extraordinary features will outweigh concerns around looking stupid when wearing it. Let’s not run before we can walk: app download campaigns, mobile wallets and Display are all well and good but if we’re haemorrhaging revenue that should, by right, be ours, then we’re doing a pretty poor job. The UK market is really dominated by one affiliate network but I think there is room for a quality network, with excellent people looking to deliver top class affiliate marketing; and this is what I intend to do. That another is planned for publication in 2014 can only solidify the progress made by this year’s. I think data should be about empowerment: unlocking the potential to make better business decisions.
There’s great untapped potential there and we should all be working harder to bring it to these shores.
I feel that some apathy has crept in at all levels of the industry from networks, to advertiser, to agency and to publisher. But the original requirement was to produce app downloads, which is an acquisition, the budget for which should therefore naturally sit in our channel. I’m also not a fan of multi-attribution commission models and have seen a certain creep (still a trickle rather than a flood) towards them that worries me. To have a truly sustainable and scalable programme naturally you need to focus on the short-tail, but nurturing a long-tail will drive awareness and actions and advertisers will reap the benefits. Or more precisely, what the customer referred via the affiliate actually looks like – their relative value to the advertiser against other channels, and against other affiliates, in terms of metrics that would indicate this value. It goes without saying that not all affiliate traffic is equal but this understanding needs to work across the whole purchase cycle from initial interaction to longer term customer value. It’s unusual to have more than 100 people attend a talk at a web conference, but this is normal for a webinar.
We just wish we could find one that can be read by delivery people, who appear to be blind to it. If your door is locked, take the keys out of the door, in case someone needs to let themselves in.
This allows you to see what time lag there is between you showing a slide and the audience being able to see it.
Here are immediate future’s top 14 recommendations (seriously, we are doing our tidy up too!) that will improve your social footprint no end. Show-off your work with internal presentations, newsletter and creative comms using Vine, videos, infographics… Celebrate your social success!
Tracking and reporting these opportunities automatically eliminates the grind work and leaves you time to focus directly on your existing customers. By having all the necessary information about a customer at your fingertips, you ensure quick, reliable, and pleasant service interactions. A California agency in the property and casualty sector was able to effectively utilize a marketing-driven CRM to increase revenue by 25% and total insurance policies by 35%. The technology available today makes managing your relationships and data easier than ever, which allows you to focus on your customers — and your business’s growth. Digital marketing specialists may be surprised to see some established techniques such as content marketing, attribution, responsive design and mobile analytics only at the innovation trigger stage although some of these are reaching the peak of the hype cycle. The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market.
Of course this structured approach won’t fit the culture of all organisations, but even a simple unscored version of this is useful within a workshops to help discuss the relative merits of different digital projects. It’s messy and evolutionary and varies tremendously from one organization to another. I’ve even seen some cases where CEOs write thank you notes and send them to some customers!
The challenge for 2014 is to recognise this and reposition our industry as an acquisition-focused delivery mechanism. Despite talking about it a lot and releasing lots of data, I don’t think that anyone in digital or the affiliate channel has totally embraced mobile, probably because it’s moving so fast. There are so many opportunities going forward which not just the affiliate industry needs to embrace but also the broader digital industry.
This time next year I expect that when we talk about ‘mobile’ we’ll mean much more than just phones and tablets.
I hope we get some of that spark back as we need it to not only grow, but to fight to keep what we already have. This is incredibly simple to do, requires no technological trickery and does not necessarily mean interrogating huge amounts of data. A network typically only captures a certain segment of that data so when brands challenge them on making informed decisions, appreciate the limitation of what they have access to in order to do so. Also, start up instant messaging (Skype, etc.) so you can use it to communicate with other presenters if anything goes wrong. The FCA will likely want to show their worth since taking over from the FSA so I wouldn’t be surprised if we see some potential impacts there in the financial sector. A client’s request for an ‘email strategy’ should not be interpreted to mean simply that they want to send more emails.
If you don’t have the ability to challenge that data, give it to your network who might be able to do it for you.
You can build relationships and keep up with your existing customer base without ever picking up the phone.
The IAB AMC is keeping tabs across all of these changes and will keep all relevant stakeholders updated. In most cases, there is an acquisition-based KPI behind such a request that is front-and-centre of a client’s mind as an aim, even if articulated with reference to a channel. We are better placed as an industry when we can put ourselves in a position to identify that need.



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