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How Shared Values Applies to Digital Media Industry
There is a shift happening in the wider business community. Organizations are focusing on “Shared Values.” How does it apply to the Digital Media industry? There is a shift happening in the wider business community. Organizations are changing their focus from charitable giving to “Shared Values.” Shared values to digital media Industrypresents a relatively new way of thinking about how to think about corporate responsibility. Rather than writing a check to a non-profit, companies can address many of society’s social issues through their business by way of donating their products and services.
Harvard Business Reviewwrites that a shared values approach “reconnects company success with social progress.” There are examples of a shared values approach in other industry sectors. New Resource Bank, a certified B Corporation, is a for-profit corporation that is not only driven by profit but also by their mission. Such corporations meet high transparency, accountability, and good performance standards.
In digital media, connecting a company’s success with social progress isn’t always as obvious of a leap. But it is not only possible, it’s happening today across many corners of our industry. There is momentum, a shared force if you will, that’s making the shared value approach more mainstream. Recently, I was invited to convene with executives in the digital Marketingcommunity to create the Gun Safety Alliance.
Leveraging Digital Media Technology and Expertise- There is an old adage that I repeat often: “Give someone a fish, and they eat for a day. Teach someone to fish, and they eat for a lifetime.” From climate change to global conflict, to diversity and inclusion, our industry’s ability to support important causes and amplify messaging is unprecedented. Publishers are not the only members of our industry who can get important content to audiences on a global scale.
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Creating successful campaign with the help of DSP
Programmatic advertisingconsists of buying and selling digital ad space. How can you create a successful campaign with the help of demand-side platform? We all have struggled with creating the first successful and profitable campaigns as advertisers, getting over many obstacles before reaching a successful and profitable one. Dive into this article to learn about them, so you can successfully create your first winning DSP advertising campaign. First of all, let’s start by explaining some basic terms.
What is a Demand-Side Platform?- A demand-side platform is a programmatic advertising platform where ad buyers can purchase and manage ad inventories from different sources. Demand-side platform (DSP) is an advertising platform where ad buyers can buy and manage ads from different sources. The whole process is done through a real-time bidding system. Real-time bidding refers to competing for particular ad space at the same time to buy, and the winning bid is the highest bid of the marketer, which will display his ad on the publisher’s website, which he competed.
How Does a DSP Work?- The process is pretty simple. The first step is to choose the audience that you want to reach. Following that, campaigns are set on the DSP. After that, ads are available on DSP, with the support of SSP (Self Service Platform) and ad exchange. Then, the marketer targets the criteria through DSP and, with the help of the two platforms, sends bids to purchase ad space through DSP as a programmatic advertisingplatform.
Create your campaign through DSP- In our DSP platform, you can create push and contextual campaigns. Push notification is the most popular campaign format. It is a message sent to the device after users subscribe to receive notifications from a publisher’s website. The contextual campaign format scans the page for keywords and presents users with the most-fitting ads on the website.
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Martech expert unpacks the true cost of messy Customer Data
Customer data is the primary need for today's businesses for product personalization. How can this data be structured to derive value? If you know your customers so well, then why do you keep treating them like strangers? It’s a conundrum marketers, brands and retailers face every day – and a challenge they are desperate to solve. In its simplest form, the issue stems from the cost of messy Customer Dataor rather ‘dirty data’. This fragmented data is muddling their efforts to get a clear view of who their customers actually are.
Consider another incredibly common scenario: your brand just received a new online buyer called Victoria. You send her your welcome series. At the same time, another in-store customer called Vicky hasn’t purchased from you in four months, so you send her discounts persuading her to shop with you again. Here’s the kicker — Victoria and Vicky are the same person.
Data data everywhere, but where is the personalisation?- Customers provide businesses with a wealth of data — from loyaltyprograms, to transaction history and email engagement. But the tricky part is making sense of it and then putting it into action. Quality data fuels consumer business and opens the path to delivering personalised marketing experiences. However, companies can’t personalise campaigns when they don’t know who their customers are.
Not knowing your customer costs more than you think - The cost of not knowing your customer is high. More so than annoying customers with promotional emails for products they already own, blasting them with ads for clothing they don’t like, or placing them on hold for 45 minutes as a customer service representative tracks down their details when they want to return a pair of shoes; this disconnected view of the customer is impacting the bottom line – to the tune of US$11 billion, in some cases.
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3 Ideas for Building a Better Loyalty Program
Building a better loyalty program is a goal that every organization should establish. How can businesses create and supercharge loyalty programs? Whether you have an existing program or are looking to create one. There’s no one place where customers expect personalized and real-time engagement more than Ideas for building loyalty programor subscription services. If they aren’t getting personalized customer experiences, like they will elsewhere from another company, they will take notice and you risk losing a valuable champion of your brand.
Understanding your customer base requires a deep knowledge of their first party data, and, more often than not, many martech tools integrated into your tech stack to support your acquisition of this knowledge. Here are a few ideas for how to show your most loyal customers that they are individually important and help you remain increasingly knowledgeable about your base.
CX Ideas to Supercharge a Better Loyalty Program-
Send out personalized notifications for when it’s time to update their subscription preferences, and subsequent reminders if they haven’t done so before the deadline- Toeing the line between being informative rather than pushy is difficult, however, taking the time to personalizethese messages to consumers’ interests, such as reminding them that they need to make purchasing decisions and highlighting products or services that match their profile, often helps make this distinction.
Push out alerts for special offers related to their unique buying habits- Everybody loves a sale and receiving a personalized offer is even better. Make your loyal customers feel special by tracking their purchases and browsing habits and create custom offers that reflect their interests! Better yet, align their online behaviors to their in-person actions. This shows your customers that not only are they important, but they are worth putting in some extra effort.
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Rewiring GTM strategy with Customer Success
GTM ensures you get to the right customers, but now revamp it to deliver delightful experiences; so your customers come back for more. Your company is focusing on a new product, new customer segment, or entering a new market altogether; GTM is the key. This article will elucidate the role customer success plays in your GTM strategy. Now, let’s read. A Go to Market plan helps you reach out to and engage your ICP and convert them with ease. But the landscape is shifting, and there’s something foundational driving this change- customer success.
The Scaffold- Your team should support customers, keeping their needs at the top of the priority list. Start with the product you’re promoting, where the customers can get stuck using the product, what are the common challenges and pain points, and more questions that will ensure the launch pans out well. Launching a new product or expanding into new markets requires a lot of investment- both in terms of money and effort.
The Purpose - You don’t want to baffle your customers with your actions. A GTM plan is specific; it answers all the questions your audience may have about the product/brand launch. When you understand your customer, everything becomes streamlined in terms of planning and execution. B2B has long been about account management. Now it’s becoming more about the customer. Customer successis the new competitive advantage.
Touchpoints- It makes sense to optimize the touchpoints that serve as unique brand interactions to enhance customer satisfaction. You can easily integrate them into the operational flow, but it misses the bigger picture. You need to look at your GTM strategy from the customer’s perspective. Wear their shoes and look at the world from their eyes. Touchpoints have their significance, but it’s the overall journey that matters more.
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Martech Interview with JR Sherman on Event Marketing
JR Sherman highlights in an Martech interview on event marketingtrends and why is it critical to prioritize event marketing in your martech stack. The level of customer commitment to engage in virtual or in-person content for hours or days offers unique insights into content preferences and purchasing cycles. RainFocus is an experiential software company that integrates data management, marketing automation, and strategic event management within a single platform.
What makes RainFocus uniqueis that it’s led by industry veterans who know the challenges of B2B sales and marketing and have been a part of the last two-plus decades of event marketing, predicting upcoming trends and crucial innovations much easier. Showcasing how an end-to-end event engagement platform can completely change how you plan and host events, choosing a platform for your event channel vs. purchasing apps and tools for each event can rapidly enhance and accelerate your overall marketing strategy and company’s growth.
An integrated event marketing platformis the leading provider of real-time data on customer preferences and interests, providing continuous insight to accelerate engagement and buying cycles in conjunction with traditional digital marketing strategies. Eventsplayed a far more significant role in marketing strategies and customer relationships than most gave it credit. Because of the precise level at which marketers can gauge engagement and interest within events, marketers can now seamlessly use event marketing and digital marketing to develop relationships and automate personalization at scale.
About JR Sherman- JR Sherman is the CEO of RainFocus. With more than 20 years of leading highly impactful service and SaaS businesses, Sherman is highly regarded for his expertise in SaaS, events, marketing and experiential marketing.
About RainFocus- RainFocus is a next-generation event marketing platform built from the ground up to capture, analyze, and harness an unprecedented amount of data for significantly better events and conferences.
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Martech Interview with Faisal Galaria on AR in Marketing
The AR industryis developing and evolving day by day, with constant innovations across the space. In an Martech Interview on AR in Marketing. What are the best use cases of Augmented Reality in Marketing? The core to creating engaging experiences in AR is not only the process of building something memorable but creating something meaningful.
Some of the most effective marketing use cases of AR can be seen across the CPG industry. AR turns physical objects – be this a tube of Pringles, a bottle of wine, or a packet of M&Ms – into each item’s own media channel. This is made possible with Marker Tracking technology, which enables users to activate an AR in Marketingexperience simply by scanning an object or surface with their phone.
User engagement driven by augmented reality campaigns is off the charts and continues to majorly impact brands and advertisers. The benefits of AR adoption in marketing can’t be understated, but they can be quantified. To understand why AI is so important for customer engagement, you need to consider two key trends. Brands using AR across their marketing campaigns are seeing significantly heightened engagement rates and dwell times.
About Faisal Galaria- Faisal Galaria is the CEO of Blippar, a leading technology content platform specializing in augmented reality. Blippar’s vision is to enable anyone to create their own original immersive, 3D experiences. These experiences can be shared across the internet, apps and social media, and can be accessed from any smartphone or head-mounted device.
About BlippAR- Blippar is a leading technology company specialising in Augmented Reality and Computer Vision (AI). Blippar’s vision is to enhance everyday life with Augmented Reality and give you more from the world you see – more entertainment, more information, more value.
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6 Sales Pipeline Metrics Every Business Should Track
Measuring your company’s pipeline metricswill help you track how well your teams perform. Which metrics can organizations rely on to track business success? Your business’ sales pipeline metricsshows every stage of the customer acquisition process – from when your customers are leads to when they become your repeat clients or require after-sales support. If you want your business to become successful, you must monitor your sales pipeline. And to do that, you’ll need to track several sales pipeline metrics.
Businesses examine and review their sales pipeline metrics to learn what is and isn’t working in the sales process. So, if you’re researching information on how to start a business, you should also get to know the sales pipeline processes. So, here are the six sales pipeline metrics your business should track for more efficient sales and marketing campaigns. CAC illustrates the cost of gaining a new customer to purchase a product or service.
Measuring your company’s pipeline metrics will help you track how well your teams perform. The results will, then, help you understand which marketing and sales strategies can be tweaked and optimized so that your sales pipeline stays as healthy as possible. Identifying the right sales pipeline metrics to measure and track will also help you notice successful tactics. You’ll learn which strategies in your digital marketingbring you the most leads and make your customers choose you over your direct competitors.
Number Of Qualified Leads- The first metric every business should track is the Number of Qualified Leads. Anyone who has interacted with your business is considered a lead. However, a qualified lead is someone who could become your potential customer based on the criteria your business has set to define ideal customers. Moreover, a qualified lead has the intent to buy.
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Martech Interview with Laura Haines on eCommerce in Metaverse
Laura Haines shares insightsin an Martech interview on eCommerce in Metaverseand strategies that brands and marketers have to integrate to take advantage of an ecommerce industry in the Metaverse and NFT era. Laura Haines, the Chief Product Officer of Amaze, a mobile ecommerce design platform. To take advantage of social commerce, brands need to shrewdly market their products by creating social media ads and posts that lead consumers on a seamless transition to their personalized selling page.
Ecommerce brands need to understand the challengesand opportunities of the Metaverse. With the growing buzz of the Metaverse, ecommerce brands need to meet where consumers are congregating next to ensure the overall quality of their online experience and curate consumer-focused designs to consistently gain more conversions. Luxury fashion brands including Gucci, Balenciaga, Louis Vuitton, and Burberry are among the first to integrate immersive Metaverse experiences into customers’ shopping journey.
As technology improves and investments in Metaverse infrastructure continue, virtual retail experiences will evolve from being an emerging and experimental concept to a more widespread reality. Speaks on what strategies do brands and marketers have to integrate to take advantage of an ecommerceindustry that is influenced by the Metaverse and NFTs. Metaverse partnerships will enable Amaze users to construct virtual shopping experiences cost-effectively and at scale.
About Laura Haines- Laura Haines is the Chief Product Officer of Amaze, a mobile ecommerce design platform helping anyone easily market and sell products online. Based in Australia, she helps drive the company mission and leads the cross-functional teams in product design, development, and strategy.
About Amaze- Amaze is the only company that is 100% focused on helping Creators, Makers, Influencers, SMB's, and more monetize their brand on social platforms. We have merged a very robust design engine with an easy-to-use commerce engine that allows you to create no-code selling experiences in minutes.
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Invest in eCommerce Marketing You Can Control
Post-pandemic all businesses are changing their eCommerce marketing strategies, and so is e-commerce. How can e-com merchants find new ways to retain their consumers? The effects of the pandemic are waning for eCommerce merchants, with people eager to return to in-store shopping. Economic forces are also playing a role in consumer spending, as evidenced by major retail brands reporting declines in their eCommerce business. These challenges leave merchants searching for new approaches to boost customer engagement and conversion and enhance the customer experience while keeping a close eye on their budgets.
Email Marketing- Email marketing, using leading tools like Klaviyo, is one of the most pervasive opt-in eCommerce strategies. But email is only as good as how the merchant customizes it for shoppers. It is important to focus less on volume and more on personalizing messages that relate to shopper behavior and intent. Personalization uses available customer data to make the content they see on an eCommerce site or in marketing communications address their specific desires.
Native Mobile Apps- With a significant percentage of eCommerce sales made through mobile phones, eCommerce sites should either have mobile appsthat facilitate this or a mobile-friendly website layout. This strategy builds customer loyalty and stickiness as it optimizes the convenience of the shopping experience. Apps such as Tapcart specialize in turning an online store into a functional and impressive mobile app.
SMS Marketing- Short message service (SMS) marketing is an accessible and valuable mode of direct marketing that merchants can use to connect with customers personally. Mobile phones fuel our culture of immediacy, where people demand information at their fingertips. Nearly every American has a smartphone in hand everywhere they go for all daily needs. Adding to the mix, paid media campaigns have become more expensive and less effective, especially with leading browsers planning to block third-party cookies.
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