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Programmatic Drive Breakthrough Business Results
Programmatic advertisinghas become a go-to technology to reach people with relevant messaging. According to a popular meme, it isn’t the C-suite who has led digital transformation at most companies—it’s done by COVID-19. How can programmatic advertising drive business results& advertisers push contextual targeting beyond its capabilities? The pandemic accelerated digital transformation at a speed once thought impossible: in a matter of months, companies worldwide adopted digital technologies that normally would have taken three to seven years to implement.
Businesses that truly understand these developed human behaviours have the best chance to build lasting relationships with them. Marketers and agency professionals see programmatic as helping them access critical new media environments such as OTT/CTV, DOOH, digital audio and data-driven creative capabilities. As we spend more time consuming digital media, brands have the opportunity to tap into the increased flexibility in which consumers engage through multiple touchpoints.
Rethinking Programmatic Strategies- According to Dentsu’s latest report Asia Pacific advertising spending is expected to grow by 5.9% (vs global 9.2%) to reach US$255 billion (vs US$745 billion globally) in 2022 – US$33 billion above the 2019 pre-pandemic level in the region. The rising of digital will fuel APAC growth, now 61.1%, pacing ahead of global change at 55.5% of overall ad spend. The report also surfaced that Marketers and agency professionals have faith in programmatic advertisingand plan to continue investing in it.
Programmatic advertising has become a mainstay of digital advertisingand it will continue to soar. According to the Google Forrester Consulting report, 87% of respondents think that because of the upcoming privacy changes, programmatic will be better than before. It’ll get short on the arm with the rise of emerging mediums, constant advancement of Artificial Intelligence (AI) and Machine Learning (ML), and is now becoming the fast-growing marketing trend in the APAC region as well.
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Outsourcing Your Business Marketing to Expert Agencies
An agency with talented professionals can help you with your marketing. Any marketing webinar will tell you running a business isn’t the same as advertising it. Here are reasons to outsource your business marketing to agencies. Crafting this core message in-house takes skill and experience. More importantly, it can cost you. Many great products gather dust on shelves because they haven’t been marketed properly. Marketing is a continuous process. It involves a smart yet flexible strategy, market research, awareness, impactful design, and a core message that can connect to people.
Some businesses try to work with in-house marketingand creative teams but find this exercise expensive and inefficient. There are strategists, copywriters, media planners, digital media managers, community managers, developers, designers, and more. This is because of the sheer number of professionals that need to come on board. Each of these roles is distinct, meaning you will have to pay to hire freelancers for these roles or hire full-time employees.
The Importance of Effective Marketing - Conventional and Digital marketingwork on a team-based system. They bounce ideas off one another and produce a finished and aesthetic result. Agencies can churn out appealing ideas because a team of talented creatives huddle and brainstorm. Think of it this way: you want to improve your customer service. You set up an auto attendant phone system to receive customers’ calls and move them along the sales funnel.
Most companies can’t afford to spend much revenue on hiring marketing resources.Most of them don’t. Take brands like McDonald’s and Coca-Cola, for example. Both these corporations work with numerous marketing and media planning agencies worldwide. They do this because outsourcing their business marketing is cost-efficient and impactful.
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Synthetic Data is an Ethical and Renewable Alternative
Synthetic data’s potential to train AI systems is vast, and it helps to break down barriers to innovation. How can businesses access precisely annotated and privacy-compliant data? In 2006, the British mathematician Clive Humfry coined the now-familiar phrase, ‘Data is the new oil’. However, 16 years from his pronouncement, the realities and consequences of this “new oil” have caused many to turn to a renewable alternative to power AI: synthetic data as an renewable alternative.
Synthetic data is data generated by a computer to train an AI. The beauty of synthetic data is that it’s just data to an AI. Generating data using a computer solves the thorny issue of privacy compliance (there are no ‘real’ people involved), and it allows developers to broaden the diversity of their data while addressing edge cases – scenarios that are difficult, dangerous or impossible to gather real-world training data on. All too often, AI systemsstruggle to recognise darker skin tones.
Move over software; it’s now artificial intelligence “eating the world” – and its seemingly insatiable appetite for training data means developers urgently need a new source of accurate, privacy-compliant data to fuel their models. The challenge for AI developers then is where to source this data – and in high-enough volume. Training a simple visual recognition AI requires upwards of 100,000 perfectly-annotated, privacy-compliant images.
The companies with the greatest access to real-world data– Google, Apple, Meta, et al. – don’t tend to make their data sets available to other companies. This leaves most companies developing AI short of the privacy-compliant and diverse training data they need to deliver smarter, safer fairer AI systems. It is well established that real-world data can reflect and perpetuate systemic bias within our societies. This is why we’re so focused at Mindtech on enabling our customers to create synthetic training data that identifies the diversity of people and build AI systems that protect and serve people equally.
For more such updates and perspectives around Digital Innovation, IoT, Data Infrastructure, AI & Cybersecurity, go to AI-Techpark.com.
B2B Email Marketing 101
If you’re in the B2B space, you must already understand how important B2B email marketing 101is, but why isn’t it working out for most marketers? As email marketers and copywriters, you want to craft emails that people love to read. It’s time to harness the power of email, and this blog post will help you achieve that! You can’t create emails for the heck of it, and in case you do, your audience will only learn to treat it as white noise and tune it out. We’ll show you how to write compelling emails that inspire your audience to take action. Let’s dive in!
Email Marketing: The Dos and Don’ts- Most B2B brands have an email marketing strategy, but often get stuck when it comes to writing email copies that stop the readers in their tracks and grab their attention. Direct email is a marketer’s biggest blessing. The one-to-one communication it offers gives you a chance to make an impact and form robust relationships with your readers.
Emails provide the best ROI for marketersand flexibility and control for the readers. Only the consumers decide when to open and read an email. The first to-do on the list is consent. Most consumers check their emails multiple times a day. You can create email marketingcampaigns to educate, entertain, and inform your audience.
As a business, ensure you have an opt-in list of subscribers and follow all the data regulation laws such as CCPA, GDPR, CASL, and CAN-SPAM. But most importantly, to build rapport and make them trust your brand even before your ads or salespeople reach out to them. Personalization is the key. Your customers don’t want to feel they’re just another name on your list. They want to feel it’s personal. They want to feel like you’re directly talking to them.
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Marketer’s Guide for Optimizing a Data Warehouse
Learn how to setup & optimizing a data warehousefor your business and proven strategies to overcome challenges affecting data warehousing success. The range of marketing tools used by the average business to collect user data is steadily growing. There are several ad solutions, CMS, and social media platforms in addition to analytics systems.
Cloud-based data warehousesallow you to consolidate all of that information into a single location that’s designed for both storing and analyzing data. As new data control methods like cookieless tracking look set to influence future marketing efforts, it’s critical to work on optimizing your data warehouse to boost your marketing strategy. Pandas dataframe and other data analysis tools are designed to make the jobs of marketers, data analysts, and business owners much easier and more efficient.
What is a Data Warehouse?- A data warehouse is a centralised storage location for integrated data. Data warehouses collect current and historical data from your organization’s various source systems into a single location. Benefits range from inexpensive storage to flexibility, the option of enabling automation by centralizing data from several sources, and easy analysis. The query language used in most data warehouses is SQL. Using a data warehouse in the marketing environment offers several advantages over alternative data analyticsand storage solutions.
Marketing and analytics teamscan use data warehouses to combine data from a variety of sources, including Facebook, Google Analytics, and CRM systems like Salesforce, among others. Distributed file systems, such as the Hadoop Distributed File System (HDFS) are well-suited to large data sets. In practice, however, you’ll wind up with a slew of silos systems that don’t interact properly with one another and never agree on key metrics. Data warehouses use structured tables to make it straightforward to query the specific data you want to include in your analysis or report.
Are you missing out on modern marketers' needs in the digital era? Want to stay updated with Martechtrends? Check out Martech Newsfor such regular updates.
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Top Virtual Assistant Companies 2022
Virtual assistantservices help business owners, executives, and entrepreneurs outsource time-consuming tasks, saving them time and money they can use to run their businesses. Let us take a look at the top virtual assistant companies in 2022:
Pega - Innovative Software Provider, Pegasystems is one of the leading Intelligent Virtual Assistants provider. Pega offers software that are designed to overcome any business challenges and complexities to enable better decision makingand maximizing customer lifetime value. Pega Intelligent Virtual Assistant is developed in such a way that it can understand the intent to interact intuitively with the highest level of UX. It is powered by NLP and Machine Learning algorithms to improve and predict next actions and ensure better engagement.
Ultimate.ai - Leading virtual customer service agent builder, Ultimate.ai is focused on enhancing its customer service automation platform as an “AI-first” ‘no code’ tool to empower users by enabling them to utilize AI by building and designing exceptional virtual agents. With Ultimate.ai, virtual agents can be trained to become capable of solving more complex problems and delivering end-to-end customer experience with robust API integrations.
Conversica - A leader in Conversational AI, Conversica helps several teams and departments of an organization to serve their customers with AI assistants delivering optimized engagements. The AI virtual assistants by Conversica are designed to interact with the customers as soon as they send in an inquiry. Prompt, personalized, and persistent engagement help organizations in attracting and retaining customers along with scaling opportunities to generate better ROI and supercharge revenue teams.
IBM Watson Assistant - IBM, a pioneer in the technology arena, offers an AI-driven virtual agent, IBM Watson Assistant that assists customers in gauging consistent, fast, and accurate responses to any of their queries. IBM Watson Assistant can handle thousands of concurrent phone calls for supporting highly demanding customer care ecosystems. The AI is trained to look for different ways to guide customers and ask questions to solve vague queries.
For more such updates and perspectives around Digital Innovation, IoT, Data Infrastructure, AI & Cybersecurity, go to AI-Techpark.com.
PepsiCo Martech Leader Unveils Marketing strategies
Jerome Tillotson highlights on PepsiCo Marketing strategies& three game-changing technologies that brands need to invest in and bring together. According to a new eConsultancy report, in partnership with Cheetah Digital, entitled 2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalisation, Privacy, Messaging, Advertising and Brand Loyalty, consumers are rewarding brands that make personalisation a priority. To remain competitive in today’s signal-saturated world, marketers need to deliver relevant, personalised content throughout the customer journey. More than half of the respondents said they would trade personal and preference data to feel part of a brand’s community.
At the same time, there’s been a near 50% increase in consumers who feel frustrated with a brand that does not recognise their unique desires and needs in its personalisation strategies. Furthermore, real-time offers and content can be 10 times more effective than traditional outbound marketing campaigns. In a special edition Thinking Caps podcast, Tim Glomb, VP of Content and Data at Cheetah Digital, recently sat down with Chris Muscutt, Head of MarTech at PepsiCo, to discuss the ins and outs of what it takes for marketers to drive more personalised experiences in today’s data-driven, digital environment.
Unpacking the personalisation journey- For years, brands have been perfecting personalisationstrategies that resonate with consumers and make them feel like individuals. For many B2C brands like PepsiCo, classic personalisation has meant plugging simple forms of data like email, names, addresses or recent purchases into outbound channel communications to ensure touchpoints are viewed as timely, relevant and contextual.
Personalisation marketing toolsrushed on the scene more than 15 years ago to help marketers more effectively engage with consumers in digital channels like web, social and mobile. These tools help marketers test out different colours, icons, images and offers on websites to optimise the consumer journey.
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A B2B marketer’s Guide to Webinar Marketing
No better marketing technique demonstrates your expertise & thought leadership and generates quality leads for all funnel stages than webinars. Webinars help your business deliver tremendous value to your ideal audience, accelerating your pipeline while keeping the attendees engaged. This blog post will be your go-to B2B marketer’s Guide to Webinar Marketingwork wonders for your brand.
Modern marketingworks on one precept- to get value, give value. Webinar marketing has to be strategic. From the webinar topics to the distribution channels- you need to chart out the entire path to get a bang for your buck. Let’s dive in! Understanding the number of registrations will vary from topic to topic. It makes the decision-making process easier for them and skyrockets sales.
The Way Forward - Brainstorm topics your audience wants to learn more about and find intriguing. You may start by talking to your sales and customer success teams to gauge what questions the customers/prospects have. Study your social channels and figure out what your audience is most interested in, what questions they’re asking, and what they are seeking.
Pro-tip: Look for your most-read blogs and see if you can turn one into a webinar.
Webinarmarketingisn’t all about driving registrations; it’s more about making it engaging for your attendees. Also, start your session with an icebreaker, ensuring your audience doesn’t hesitate to participate. Leverage conversation marketing so the audience can ask questions, raise hands, and chat amongst themselves. Include a quiz or a game that keeps them focused. The goal shouldn’t be to get more people to attend your webinar but get more people in the middle or bottom of the funnel.
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Top Social Media Monitoring Tools
Social monitoringis on the rise because brands want to know what the customers are speaking about them. But the question is how to do it right? Social monitoring empowers your brand by helping you keep track of the messages that directly mention your brand and respond to those messages accordingly. Here are some of the best social media monitoring toolsto make the process easy-breezy for your brand!
What your audience talks about you on social media and how you deal with it can hugely impact your branding and marketing. To manage your brand reputation and cater to customer needs, you must understand how they feel. It’s also great for competitive analysis as it shows you where you stand with your competitors on the social channels.
Tools & Strategy- Brands leverage social monitoring to gauge social share of voice and identify the right trends that can prove meaningful in the long run. Moreover, if your focus is to augment your sales and marketing, you need to increase your brand awareness, and that’s where social media monitoringcomes into the picture. Share of voice gives you a good overview of your brand’s visibility. It differs from the traditional share of voice that focuses on what brands speak about themselves. Social share of voice gives you real insights into how much your audience is talking about you.
With social media monitoring, you can also understand what customers are talking about your competitors, helping you cash in on their loopholes and bridge the gap. These social media monitoring tools will help you stay relevant in a competitive market. Social media monitoring helps with both quantitative and qualitative results. Social monitoring tools can also help you tie marketing to revenue impact. It’s essential for marketing to understand the customers and know what they want.
Are you missing out on modern marketers' needs in the digital era? Want to stay updated with Martechtrends? Check out Martech Newsfor such regular updates.
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