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We must move from direct marketing, to intelligence driven data marketing.
You must continue to enrich and optimise your audiences, so that you know how to continue speaking to them and reaching them.
Knowing your audience.
Who are you targeting?
Do you need third party data?
What’s missing in order for you to reach and understand that audience?
Data is no longer the new oil, its the new turbine. It can be used to generate, and regenerate consumer insights, unlocking untapped opportunities.
It used to be easy to reach consumers directly, however, that is now much harder to achieve. However, the information can be found in data, so we can have those same personal interactions that we used to in person or over the phone, digitally.
Content may be king, but how do we engage with consumers in a personalised way?
Data is now regarded as one of the most sustainable resources of how to understand consumers and how to reach them. It has been dubbed the new oil.
This is the last session we’re attending at Technology for Marketing - and its starting now!
Next, in just under an hour Truly unlocking the potential of your data assets & technology with Sandy Ghuman, SVP Data Strategy - SBDS Group (former Sky)
Office hours vs after hours
After hours > Office hours
Before or after office hours get better open and click through rates than during office hours.
Men vs Women
Women senders > Male senders
Women get better open and click through rates than men on prospecting emails
Images vs No Images
No images > Images
Emails with no images get better open and click through rates in prospecting emails
Emojis > No Emojis
Including emojis leads to better open and click through rates in prospecting emails
Email tips - based on their testing.
Landing page tips
It’s important to test. Your website or landing page may not be optimised to convert, hampering your lead generation efforts. You MUST test to know whether what you’re doing is right or whether it can be done better.
5 - Test
Through tracking you will be able to attribute sales to marketing efforts. This turns marketing to being seen as a revenue generating department, as opposed to a cost.
This changes the conversation with senior management, and may lead to budget increases.
That leads on to the next point
4 - Track
How do you improve execution?
Well, make sure you have the right tech, such as CRM and Marketing Automation systems that enable you to spend less time doing the admin and more time marketing! As well as that they will enable you to track your efforts effectively, so you know what to continue doing and what to stop.
3 - Improve execution
Where does nurturing come in? Well, you don’t want to be passing over a lead just because they downloaded a whitepaper. We want to nurture that lead, see if they engage further (in turn building that score) before passing them over to sales.
Whats scoring? Each activity a prospect carries out with marketing, they obtain a score for, the higher their score the greater their engagement. A high score and high grade - Bingo! You have yourself a qualified lead.
Whats grading? This is checking whether the lead matches our target market and grading it appropriately. Grade A will be a perfect match, B less so, C not really the right fit etc.
How do you qualify a lead?
2 - Qualified Leads
What does data obsessed mean? Well in the B2B environment, we are moving towards ABM and hyper personalisation. We now need to know exactly where the prospect is in the customer journey at all times.
1 - We need to become data obsessed
Marketing is spending far more time with prospects and therefore marketing has to change.
We’ll be back at 13:45 with 5 ways to optimise your lead generation efforts, with Simon Moss, Marketing Director - Communigator & Christelle Fraysse, Chief Marketing Officer - Workbooks
We’re taking a short break now! We will be back later this afternoon.
“However, we can learn through testing, to get the data on the idea to know whether it works”
“The point of creativity is to create something new, if it’s not new and original it won’t work. Data can’t support something new, because we won’t have been measured before”
“Data regularly shows us, you think you know your customers, you don’t, you speak to your own echo chamber”
“Data can support human intuition, but shouldn’t be the driving force”
“I disagree! We need consistent creative ideas. We don’t need to be agile, our idea should be long term and consistent. Data can be used for agile ‘creatives’ but the grand idea should be long term”
“Those that are using data the most effectively are the ones that are using the data to inform their creative”
How can we get better, smarter and more agile at using data to get better results?
“If you respond to every short term changes in the data, it prevents you from achieving your long term goals”
Data is a really big and important part of creativity. How do we leverage data to support our creativity?
The discussion is underway!
In this session, Helen Gorman, Head of Consultancy - Oystercatchers hosts a panel including:
As they discuss, how do we truly marry data insight with creativity to grow brands and business, the role of tech and what success looks like.
Whilst still in its infancy and nothing yet is certain, it’s a regulation to watch as it develops.
A regulation currently in development, ePrivacy, could lead to far reaching changes in B2B marketing, specifically the use of legitimate interest for email.
Allowing people to be able to opt in for more personalisation rather than only to opt out, is an effective way of providing another option whilst adhering to the rules of GDPR.
How can we think about privacy in new ways as marketers? Rather than just a compliance check box.
In fact, both are valid in different circumstances.
Marketers dilemma - consent? or Legitimate Interest?
Joe starts, with a brief overview of GDPR
Next up, Don't Let the GDPR Kill Your Marketing Strategy, with Joe Porter, Marketing & Privacy Manager - OneTrust. In this presentation he will discuss:
- Understand legitimate interest vs. consent for marketing purposes
- Learn best practices for maximizing opt-in and consent
- Guidance to build an effective and GDPR-compliant marketing strategy
Stay tuned for live updates!
Staying relevant is essential to people engaging, and in turn continuing to share data.
57% of people do prefer some kind of personalisation, as demonstrated on the slide below.
Trust is essential when managing data. And staying relevant and personalising your message can help maintain that trust.
Trust is king.
However, 88% of people would like more control over the data that is collected and used.
61% of people are happy with the amount of data they share with organisations.
Data is the third biggest issue, but there are three data issues on the chart below, so if you add them all together, it really is the most challenging difficulty marketers face.
We’re finishing up the live blog for today. We’ll be back tomorrow, with the latest in marketing and marketing technology!
CASE STUDY - Brand Alley
Within 90 days of implementing AI they increased their conversion rate by 24%, revenue increased by 20% and their order value increased by 10%
“AI can begin to build your audience, select content and create a nurture campaign. Learning from from your data the entire time.”
“We really need to start moving to the stage where we say ‘How can we predict the customers next action’”
“Many businesses are unclear on how A.I is used today”
Here we go!
Next up, “Making Immediate Impact with AI”. Thomas Harris, RVP Sales - Emarsys, looks at how artificial intelligence could completely reshape how businesses run. Real examples of the results some brands have seen using AI coming up!
"What would take months years ago, can now take hours”
“However, without the right data strategy, AI and Machine Learning will not be as effective as it can be”
“In the right place, at the right time, AI can play an important role in marketing. It can help provide better more accurate insight, to allow marketers to be more creative. As well as providing you with the ability to make predictions, so you can do more of the things that drive return”
“Europe is calling for transparency and ethics rules within AI solutions. If developing your own AI solution, you need to ensure that it has some legal compliance built into it.”
“A lot of people are trying to enforce using AI/Machine learning in situations that are not necessary. Forcing the agenda can lead to false and bad results”
“Via mining huge amounts of information, we can see what the data tell us about what the customer journey actually is. This allows to make recommendations and adjust/improve the customer experience”
“When you have billions of data points its almost impossible for a human to look at it, you need machine learning to be able analyse it effectively”
“The old world used to look at claimed behaviour and where customers are likely to be. Now, with the web we can look at where those customers are, and drill down into the customer set - and thats where machine learning can be employed”
Members of the panel include, Rupert Coghlan, Director of Data Science - Digitas UK, Paul Frampton, President - ControlvExposed, Melissa Weston, Marketing Lead - UK & Ireland - Zalando SE and Dorothy Agnew, Partner - Moore Blatch.
We’re just taking a short break, and will be back later for a panel discussing “Should marketers take artificial intelligence seriously?” hosted by Robin Bradley, Lecturer in Emerging Technologies - Hertfordshire University.
Christina Huang - “It’s really difficult to see through the huge plethora of solutions that are available”
Sam Shah, looks at current digital development and a Post Digital era, defined by:
- relying on good quality data and infrastructure
- Extreme reality and AI
Sam Shah - “Data is continuous. Data is going to be the key to solving many oils of today.”
Sam Shah, Director of Digital Development - NHS X begins his talk on “Data.... the new oil of eternal life”
In the next session, Christina Huang, Executive Director, Head of Digital Marketing, Content & Media - Visa Europe and Devora Mateeva, Associate Director, NextTECHNow - Publicis Media explore how new technologies and innovations can deliver genuine business results, when applied correctly and as part of a wider long-term strategy.
We’re going to see Tech with Purpose a next, starting at 11:25
“Learn to love data and how to surface it”
“Data is the new oil, and AI is the new electricity”
Jo Fawcetts, second light bulb moment as she terms it is “Using AI to Predict and Influence the future”
To start, “So much data; the challenge to get to the truth” Jo Fawcett, Group Digital Director & Marketing Director - Zizzi, starts with discussing how it is becoming increasingly difficult and expensive to get to the truth, with the vast volumes of data from an ever increasing number of channels and sources.