Marketing Automation Revolution - Grzegorz Błażewicz
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Chart 2. Inbound marketing vs. outbound marketing
Inbound
Outbound
Contents: blogs, podcasts, e-books, reports, video, quizzes, educational games, edutainment, native advertising
Press, television and radio advertising; banners, pop-ups, recommendation engines, push notifications in mobile apps, telemarketing
Ads are displayed when the user is looking for them (e.g. enters a query in a search engine)
Ads are disturbing; appear not while users are looking for a product, but when they're busy doing other things
The content of the ad is tailored to customer's needs
Ad is considered an intruder. Banner blindness, skipping the contents of ads in press or television
Interactions with the user: social media, building engagement
Unilateral relation: marketer as an addresser
Prosumers: do a reconnaissance, look for information
Lazy customers: expect the work to be done for them; appreciate comfort, optimize
Rational customers: perfectly aware of what they want, and they just need to find it; prepare for purchases, do not trust salespersons
Impulsive customers: vulnerable to suggestions, purchasing on the spur of the moment
Brand follows customer
Brand overtakes customer: ad messages stay ahead of needs; marketer's knowledge of customer's needs exceeds customer's knowledge
The recipient is tempted and attracted by an appealing offer (e.g. a free e-book) ? pull methods
The customer is pushed towards the purchase ? push methods
Long-term goals, long-lasting relationship with the customer, educating the customer
Short-term goals: sales at a particular moment
Source: own study.
I want to show you in this book that this is not the right way, and that marketers should combine both these strategies and look for the key to success not in isolated techniques, but rather in multidimensional personalization. Banners, pop-ups, push notifications, i.e. techniques of the criticized outbound method, can be adjusted to recipient's needs, useful and friendly - providing that they are based on reliable data. In the next part of the book, I'll describe in details how to do it.
Don't be tricked by thousands of marketing labels, buzzwords, and trends. Use a wide variety of techniques and strategies, with a single objective in mind: to satisfy the needs of your customers.
Romantic and pragmatic
"Satisfying customers' needs" - sounds like a cliché, right? On the one hand, satisfying needs is the foundation of the majority of definitions of marketing, and it can be found in any handbook. On the other hand, it seems a rather vague term. What exactly does it mean? How to identify and verify these needs? Over the years, marketers have been following their intuition, feeling, and empathy. Today, they don't have to speculate anymore - they can examine and measure the needs using tools that have never been so precise. Rafał K. Ohme[44] suggests making a distinction between romantic and pragmatic ads to confront the two models:
Chart 3. Romantic and pragmatic advertisement
Dimensions
Romantic ads
Pragmatic ads
Goal
Image
Sales
Hero
Ad
Product and brand
Creators
Artists
Craftsmen
Source: own study.
For years, advertising and marketing have been perceived as romantic, purely creative disciplines. When you're thinking about "advertising", you're probably visualizing Don Draper coming up with yet another brilliant phrase between a drum of whisky and a date, just because he gets creative. Or Leo Burnett and his Marlboro Man, based not on analyzing customer behavior, charts, surveys, and algorithms, but rather being a result of creative intuition. In this model, the marketer like a bard comes up with a campaign, a phrase, or an action, aimed at hard-to-measure goals, such as "building an image" or "increasing brand awareness". Afterwards, they wonder if the activity was successful, and if yes - how to repeat this.
Scientific approach
In the 13th century, a rather eccentric Franciscan opposed speculation as a way of settling philosophical problems, and suggested using experiments and mathematics instead. He also claimed that to be able to conduct research, people need more advanced instruments: he managed to build some of them, while others - like trains or submarines - were to be invented in the future. Roger Bacon, an unruly misanthropist, claimed that effects only come from actions that are based on science - otherwise, positive results of any activity are nothing but accident, and it is impossible to repeat them.
IntroductionTHE PHILOSOPHY OF MARKETING AUTOMATION
Changing marketing
Enchanted by the marketing wizards
Excuse my French, "artist's shit"
There is no remedy and there never will be
New marketer and the new school of marketing
Who is this book for and how to use it
Part INEW TERMS
1. The meaning of Big Data revolution
Why Google knows best
More and more information
Correlation instead of causation
Everything is data
Algorithm will pick a TV series and a playlist for you
Data as corporate capital
2. New consumer
Independence
Prosumers and their habits
Mobility
What do marketers think about this?
The role of apps
Appification
The ROPO Effect and showrooming: why do customers migrate between channels?
The Internet of Things
Two seemingly contradictory trends in consumer behavior
Digital traces and why customers leave their data
Digital body language
Information constituting the digital body language
Building models: customers' shopping journeys and buyer persona
The superiority of consumer behavior analysis over other ways of acquiring knowledge
3. New marketer
Inbound vs. outbound
Romantic and pragmatic
Scientific approach
HADI cycles, i.e. lessons from a strip club
Changing the concept of a campaign
Predictive marketing
Disproportion between theory and practice
Why can't marketers cooperate with sellers (and why they should)?
4. New seller
Who trusts sellers?
Mixer and a time machine
Atlassian and other B2B absurdities
Tesla Motors - say goodbye to your car dealer
Adjusting to context
Part IIMARKETING AUTOMATION AND BIG DATA REDEFINE THE MARKETING YOU KNOW
1. Traditional 4P
2. Guidance for people choosing their marketing automation platform
3. Lead leaking
4. The role of education in the shopping process
5. Content marketing with marketing automation
Ideal content marketing supported by automation
The symptoms of the lack of balance between the production of content and automation
How to connect content marketing with marketing automation?
6. New approach towards e-mail marketing
The power of e-mail marketing - a lesson from Barack Obama
What did Jacob Payne know? - About communication fatigue
This does not concern me!
Stop associating e-mail marketing with newsletters, or wear your customer to death
Personalized e-mails
1-to-1 messages
7. Loyalty programs
New and existing customers
Become the director of the Loyalty Dept.
What is loyalty, and can customers be loyal?
Customer lifetime value: think about your customer in terms of the entire relation, not in terms of separate transactions
RFM
The concept of loyalty
8. Mobile channel
Apps as a marketing tool
Mobile marketing automation
Part IIIPRACTICAL RECOMMENDATIONS
1. Creating a buyer persona
What is a persona?
The application of personas
Building a persona: initial remarks
Questions regarding building a buyer persona for B2B
Questions regarding building a buyer persona for B2C
Where to acquire information from?
Important rules
2. Contact monitoring and management via CRM
Collecting user data
Scoring
3. Lead acquisition
Contact forms that actually work
Your customer Pinocchio: progressive profiling vs. incorrect data in forms
How long should the form be?
Lead acquisition through gated content or bonuses
4. E-mail marketing
Hygiene of your database
Regular database clean ups
Customer segmentation
Autoresponders and dynamic messages
Welcoming messages
Increasing basket value
E-mails increasing the level of engagement
Birthday e-mails
Reactivation e-mails
E-mails to save abandoned shopping baskets in e-commerce
5. Lead nurturing
Before you prepare a "lead nurturing" program
Stages of lead nurturing
Multichannel campaigns
Themed campaigns addressed to existing customers
Lead recycling
Lead nurturing for employees
Benefits of lead nurturing and how to measure them
6. Website marketing
The increasing role of recommendation engines
7. Personalizing your WWW site
Examples: dynamic sets and widgets with recommended offer
8. Sales
Cold calling
Identifying shopping readiness
Alerts in marketing automation
The meaning of social media for sales
9. Retention
Actions addressed to loyal customers
Loyalty programs with the use of marketing automation
The use of mobile channels in loyalty programs
Marketing automation as a form of support for customer service
10. Social Media
Pros and cons of social media in business
The whole Facebook is the same
Ground rule: no social media platform can serve as your primary communication tool
Setting goals: integration with marketing automation
Social media automation
Ad personalization on Facebook with the use of custom audiences and marketing automation platform
Engage your employees
11. Mobile
Push notifications
Mobile CRM and notification personalization
Don't forget text messaging!
M-commerce
Online addressing - offline gap: the ROPO effect
12. Marketing analytics
KPI
Trends in analytical activities: the directions of development
A/B testing
13. Guidance for people choosing their marketing automation platform
Marketing automation myths
When marketing automation should be deployed?
How to choose a marketing automation platform?
How to use a marketing automation platform?
Marketing automation solutions for B2B
Marketing automation solutions for B2C and e-commerce
Summary
Bibliography
Footnotes