Key marketing areas ripe for innovation during the Coronavirus crisis

30-second summary:

  • The coronavirus pandemic could end up being the event that adds momentum for the automation of jobs in the digital marketing industry as companies try to survive and bounce back.
  • Advances in machine learning have given rise to independent software providers building out packaged solutions to save time for media buyers.
  • Systems that orchestrate marketing efforts with a more robust view of the customer journey encompasses a host of benefits driven by AI and automation.
  • Voice-based interfaces to intelligent assistants like Amazon Alexa represent an area of growth and exploration in the marketing world.
  • Artificial intelligence can help marketers sift through huge amounts of content to help them find out what their customers are spending their time consuming or engaging with.
  • AI-powered customer service saves consumers time compared to wading through support lines, phone trees, and support queues, or waiting for customer support emails to get addressed and answered by a support agent.

Crises have a way of accelerating technology trends that were already well underway. The coronavirus pandemic could end up being the event that adds momentum for the automation of jobs in the digital marketing industry as companies try to survive and bounce back.

The key question to ask is: why are you looking to automate something? The answer generally comes down to improving productivity, cutting costs and increasing profit.

Here are five key marketing areas ripe for innovation now:

Automated media buying

Machine learning is particularly well suited to making predictions when given a large amount of data. Major marketing platform providers like Google and Facebook use machine learning to deliver more relevant ad experiences to consumers and improve the performance of their offerings in an effort to get advertisers to spend more.

Advances in machine learning have given rise to independent software providers building out packaged solutions to save time for media buyers. They help advertisers take advantage of machine learning algorithms to improve their media buying efficiency without the overhead of building and maintaining custom-developed software on their own (an expensive proposition).

These systems can adjust bid strategies to shift budgets around to better performing creatives and different customer segments to make ongoing performance improvements without manual intervention.

Cross-channel marketing orchestration

The next step up from automated media buying involves more complex systems that can work across multiple digital marketing platforms. Orchestration is a key concept in this class of autonomous marketing solutions.

It goes far beyond automated bid management to consider your marketing funnel, customer journey, or life cycle. Systems that orchestrate marketing efforts with a more robust view of the customer journey encompasses a host of benefits driven by AI and automation, particularly in the following areas:

  • Segmenting and targeting customers
  • Predicting behaviors across various channels with a unified view of the customer journey
  • Fine-tuning and perfecting cross-sell and upsell opportunities
  • Identifying the right channel to drive engagement based on reach and frequency modeling
  • Improving attribution accuracy
  • Fraud detection and protection

Virtual marketing assistants

Voice-based interfaces to intelligent assistants like Amazon Alexa represent an area of growth and exploration in the marketing world. While most “assistants” are designed for consumer use or customer service applications, these intuitive voice interfaces hold promise in helping marketers better understand what’s happening in their digital media efforts, uncover trends, adjust, and take advantage of opportunities in new ways that would have been too laborious or complex using traditional user interfaces or reporting dashboards.

Content curation and generation  

The amount of digital content available today is absolutely staggering. On Instagram alone, consumers publish 95 million images per day according to statistics from the company in February 2019. More than 72,000 GB of global internet traffic is moving around every second.

So what kind of content do your customers like? What resonates with your prospective customers? Artificial intelligence can help marketers sift through huge amounts of content to help them find out what their customers are spending their time consuming or engaging with.

This can lead to ideas around what types of media outlets might be fruitful places to advertise. These insights can also fuel your content development, content marketing, and advertising efforts from a creative perspective.

Customer support and service

There are many great benefits of AI-powered customer service for businesses and consumers alike. For consumers, chat-based interfaces are accessible, feel familiar, and provide immediate responses to most common queries.

It saves consumers time compared to wading through support lines, phone trees, and support queues, or waiting for customer support emails to get addressed and answered by a support agent.

The volume, structure, and repetitive nature of routine service requests make automation highly approachable with off-the-shelf solutions that plug into common chat interfaces ranging from text messaging, Facebook Messenger, and beyond.

Automating these five marketing areas during the coronavirus fit nicely into a broader framework of a customer life cycle, which together would significantly impact improving productivity, cutting costs and increasing profit. And for any of these disciplines, AI offers a high enough “risk to reward” ratio to make the potential benefits of time and resources involved worth the cost and distraction factor.

Lomit Patel is the Vice President of Growth at IMVU. Prior to IMVU, Lomit managed growth at early-stage startups including Roku (IPO), TrustedID (acquired by Equifax), Texture (acquired. by Apple) and EarthLink. Lomit is a public speaker, author, advisor, and recognized as a Mobile Hero by Liftoff. Lomit’s new book Lean AI, which is part of Eric Ries’ best-selling “The Lean Startup” series, is now available at Amazon.

source https://www.clickz.com/key-marketing-areas-ripe-for-innovation-during-the-coronavirus-crisis/261072/

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How marketers should prepare for 5G

30-second summary:

  • Ericsson now forecasts that 5G will cover up to 65 percent of the global population by the end of 2025, and handle 45 percent of global mobile data traffic.
  • This will greatly impact how marketers use personalization – a tactic that modern consumers pretty much demand from companies.
  • 5G will also have a big impact on digital advertising. With a major drop in latency-time there will be higher quality ads on mobile devices, potential 4k video capabilities, offering a better experience for the consumer and more ad formats.
  • 4G was roughly twice the size of 3G – and it led to nearly $500 billion in new revenue creation. 5G is 10 times, an order of magnitude, the size of 4G. And this impacts multiple variables – power, density and latency.

As 2020 progresses, the hype around 5G builds. But beyond the hype is an extraordinary opportunity for marketers.

Mobile advancements are highly dependent on bandwidth. In a short period of time, we have come to take 4G capabilities for granted. But it’s worth noting that today’s in-app advertising, in-app purchases and streaming video games could not exist on 3G.

What does that mean in financial terms? In the 5 short years that 4G has been the norm, $468 billion of revenue has been created from app downloads, in-app advertising and purchasing. All because a bandwidth advancement allowed for an inter-activity model that was impossible before.

So, what’s ahead? 5G.

The 5G opportunity

Ericsson proclaimed in a recent Mobility Report, “No previous generation of mobile technology has had the potential to drive economic growth to the extent that 5G promises. It goes beyond connecting people to fully realizing the Internet of Things and the Fourth Industrial Revolution. On a global level, 5G network deployments are expected to ramp up during 2020, creating the foundation for massive adoption of 5G subscriptions.”

Ericsson now forecasts that 5G will cover up to 65 percent of the global population by the end of 2025, and handle 45 percent of global mobile data traffic.

In a 2020 predictions survey from Arm, the smartphone remains the top coveted item in most people’s minds for the second year-in-a-row, but that’s not to say that nothing has changed: many respondents are eager to upgrade to a device packing 5G connectivity.

In fact, 55% of the respondents said they will or are likely to buy a 5G enabled smartphone in 2020. And with the global 5G rollout gathering momentum (1,250+ commercial deployments according to the Ookla map), we’re likely to see ownership rates increase rapidly throughout the new year.

So what does this mean for marketers? Faster internet speeds will increase the number of users and significantly increase the amount of data coming from those users.

This will greatly impact how marketers use personalization – a tactic that modern consumers pretty much demand from companies. From custom call-to-actions, to personalized emails and location-based homepages, data-driven marketing personalization is the way to go to increase conversion rates.

5G will also have a big impact on digital advertising. With a major drop in latency-time there will be higher quality ads on mobile devices, potential 4k video capabilities, offering a better experience for the consumer and more ad formats.

5 things to do now

Clearly the time for companies to act is now and here are five things marketers should be doing now to prepare for 5G:

  1. Get your current data connected across customer touchpoints and focus on getting advanced attribution in place. This is critical to do now as 5G will likely introduce new customer journey paths. Marketers need to set a strong foundation now to take advantage of the new possibilities down the road.
  2. Start tracking mobile device IDs. 5G will introduce all kinds of new device IDs and the way that people interact with the devices will likely be through the mobile device ID. Even as new device IDs are introduced (smart watch, etc.) it will be similar to mobile device ID so learning how to deal with this now will help marketers prepare for the coming wave.
  3. Start researching more advanced media types. Interactive video, AR and VR will be turbo-charged on 5G opening up ways for smart marketers to get noticed by being first to adopt to new media. Now is the time to become familiar with these technologies and understand how and to what degree you should incorporate them into your strategy.
  4. Video is already a massive opportunity for marketers, and as performance improves with 5G and smart devices evolve to offer higher screen resolutions, there will be an even bigger reason to focus on video. Marketers should test the waters with videos of different lengths to see what appeals to their audience. With 5G, it will be easier to support the requirements of longer form and data-rich videos.
  5. Lastly, in 2023, the automotive industry will become the largest market opportunity for 5G IoT solutions. It will represent 53% of the overall 5G IoT endpoint opportunity in that year, according to Gartner. Think beyond mobile, email and web data and consider the value easily connecting to IoT data, customer support, PoS and chat logs can have on your customer experience strategy.

Prepare now for 5G

4G was roughly twice the size of 3G – and it led to nearly $500 billion in new revenue creation. 5G is 10 times, an order of magnitude, the size of 4G. And this impacts multiple variables – power, density and latency. No one can say for certain what the exact impact of 5G will be, but the potential is enormous. The question for marketers is – will you be ready?

As the Global Head of Marketing at Arm Treasure Data, Tom Treanor drives the marketing strategy and execution for Treasure Data’s CDP (Customer Data Platform) and IoT Data Analytics solutions. Previously he helped define the product roadmap for Alexa Internet’s SaaS marketing and analytics tools. Before that, he was the Director of Content Marketing, Social Media and SEO for Wrike, a leading project management and collaboration software solution. He has an MBA from the Wharton School of Business, as well as a Master of Arts in International Studies from the University of Pennsylvania.

source https://www.clickz.com/how-marketers-should-prepare-for-5g/261034/

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A friend is doing some research re. AI and Machine Learning in Marketing. It’s for UK email marketers (as there’s not much info on how the UK uses AI and machine learning) and it takes around 3 minutes. There’s a chance to win £200 in Amazon Vouchers too. *Please delete if not allowed*

A friend is doing some research re. AI and Machine Learning in Marketing. It's for UK email marketers (as there's not much info on how the UK uses AI and machine learning) and it takes around 3 minutes. There's a chance to win £200 in Amazon Vouchers too. *Please delete if not allowed* submitted by /u/Mewlkat
[link] [comments]

source https://www.reddit.com/r/Emailmarketing/comments/ft65w2/a_friend_is_doing_some_research_re_ai_and_machine/

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Email Marketing Strategies and Tactics

Hey guys!

I wanted to know your advice on how best to use my large email list.

So I have a list of people opt-in to my service which is an app. My goal is to get them to subscribe and pay me $ within the app. Since I have their email and they gave me permission to send them emails (via the privacy policy as well as terms and conditions which I basically tell them 3 times before they sign up), what strategies and tactics can I use to get them to come back to my app and subscribe?

I have already been sending them special offers (discounts) and come back type of emails, but the rates of open and clicks are very low.

I was thinking maybe to start a newsletter to send to them once a week, but its a lot of work and not sure if it will pay off.

What else do you think?

submitted by /u/objectnyc
[link] [comments]

source https://www.reddit.com/r/Emailmarketing/comments/ft22j5/email_marketing_strategies_and_tactics/

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The Last Word on March 2020

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

What We See With Email Rates During COVID-19 (MessageGears)

Benchmark Assessment: COVID-19 Email Activity and Engagement (SparkPost)

6 Takeaways from the UNSPAM 2020 Conference (Litmus)

Self-Serving Subscribers: Most Opt Out After Getting A Freebie, Study Finds (MediaPost)

Insightful & entertaining tweets

Noteworthy subject lines

Dollar General, 3/25 – Dollar General is now hiring.
Lane Bryant, 3/25 – Status: Stir crazy but here for you (in your Lane)
UncommonGoods, 3/24 – 8+ ways to say “I miss you”
Williams Sonoma, 3/29 – 5 ingredients + a fry pan = dinner!
Crate & Barrel, 3/30 – Dining in = the new dining out | 20% OFF SALE
Express, 3/26 – Keep calm & boost your vibe with new spring shades
Eddie Bauer, 3/21 – Stay At Home Style 101
Dick’s Sporting Goods, 3/26 – Stay STRONG 💪 Up to 50% Off Cardio Equipment
Eddie Bauer, 3/30 – Upgrade Your Home Workouts
Dick’s Sporting Goods, 3/30 – Select GT Bikes $399.98 | Take a Fresh Air Break!
Big Lots, 3/30 – Kids still home? Keep them busy.
Michaels, 3/23 – Stock up on boredom busters for kids at our Lowest Prices of the Season!
UncommonGoods, 3/21 – Indoor fun for kids (that’s secretly educational, too)
Big Lots, 3/26 – Kid-Friendly Snacks & More!
Applebee’s, 3/21 – Family Style Meal options – available To Go!
Target, 3/24 – Entertainment for the whole fam ✨
UncommonGoods, 3/25 – Stuck inside? Play baseball in your living room.
Michaels, 3/26 – The best thing to do with your time at home? Make art! 🎨
AutoZone, 3/30 – Catch up on vehicle maintenance
Michael, 3/22 – Get in Some Spring Cleaning & Organizing While You’re Home (at Our Lowest Prices of the Season, Too!)
Camping World, 3/21 – Shop Deals on Outdoor Gear, Grills, Tents & More! #STAYCATION2020
Big Lots, 3/25 – Stay-at-home solutions!
West Elm, 3/28 – Let’s sort out your new home office.
Office Depot, 3/30 – PCs & Monitors to assist productivity
Express, 3/24 – Get your WFH essentials 40% OFF!
Nordstrom Rack, 3/30 – The Comfort at Home Shop starts now
Office Depot, 3/26 – Get comfy with today’s deal of the day.
ModCloth, 3/21 – Staying in? Stay cozy.
Nordstrom, 3/20 – A day at home done right
Neiman Marcus, 3/16 – Settle in & save 20% on your purchase!
Belk, 3/26 – Deal of the day: $100 e-gift card for $80
Dick’s Sporting Goods, 3/23 – Easy, Fast & FREE Curbside Contactless Pickup
Petco, 3/30 – Petco is now offering curbside pick-up
Best Buy Top Deals, 3/23 – New deals on great tech delivered curbside or to your doorstep.
Office Depot, 3/25 – Order Online. Free Curbside Pickup.
AutoZone, 3/25 – Curbside pickup now available
Applebee’s, 3/25 – Support your team, order takeout today!
Panera Bread, 3/26 – Chad, for you: free delivery through March.
Subway, 3/16 – Get all the benefits of ordering online
Camping World RV, 3/26 – Introducing Virtual Visits
VS Pink, 3/23 – 🐶 GOOD NEWS: It’s NATIONAL PUPPY DAY! 🐶
Zales, 3/23 – Your Happily Ever After Starts at The Bridal Sale

New posts on EmailMarketingRules.com

Best Practices for Disaster and Crisis Messaging

Prepare for the Holiday Season by Experimenting & Testing Now

Holiday Marketing Quarterly: Second Quarter 2020 Checklist

Real-Time and Predictive Data Fuel the Best Customer Interactions

Knowing Your Customers So Well You Can Predict Their Needs

On-Demand Webinar: The Highest Impact Email Marketing Trends of 2020

When Good Enough Shouldn’t Be: The Best Email Frequency

The Last Word on February 2020

source http://www.emailmarketingrules.com/the-last-word-on-march-2020/

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The Adobe online-only summit points the way to the post-pandemic future

30-second summary:

  • Adobe cancelled its in-person, annual Summit, and instead launched on March 31 an online version.
  • The online conference includes video keynotes from senior execs at home, breakout video sessions and presentations about products-in-development.
  • Although this year’s online-only Summit has few major announcements, it shows some of the ways in which online-only conferences might evolve.

Like many other in-person events in this Time of the Pandemic, the annual Adobe Summit – planned for March 29 through April 2 in Las Vegas – was cancelled. Last year, about 16,000 Adobe fans attended the Summit.

In its stead, the company launched on March 31 an online version. While there were few major announcements, the biggest impact of this year’s Summit may be a demonstration of how well a major vendor conference can work when it is moved online.

The central focus of this online Summit are several keynote-like presentations, made by senior Adobe executives from their homes. Complete with the high-quality of graphics and animation for which Adobe is known, the presentations covered the general themes of the summit – including digital transformation and customer experience management.

Adobe Digital Economy Index

There’s also a video of “Tom Brady’s Playbook,” where the famed quarterback talks about “putting together the best game plan” and executing it. In person, seeing such a celebrity in a convention center might have a certain thrill, but here, in the online version, it is the weakest component in this new Summit, as Brady waxes on about completing his “playbook.”

Among the few major announcements of this year’s Summit are a new Adobe Digital Economy Index, which the company describes as “the first real-time barometer of the digital economy.” It analyzes trillions of online transactions for a hundred million product SKUs in 18 product categories.

The report, which appears to be a more comprehensive analysis than other Adobe reports on digital ecommerce and activities, finds that there has been a 20 percent increase in digital purchasing power – the amount consumers can buy with a given amount of money – in the last six years. Not unexpectedly, the report also found that BOPIS (Buy Online, Pickup In-Store) shopping has increased dramatically because of COVID-19.

The online Summit also includes a sneaks video, presenting highlights of projects-in-development from Adobe’s labs. Blue dots in the playback timeline conveniently allow a viewer to skip to the different presentations.

Snippets, Dually Noted

That in-development pipeline, some of which may never see life as an actual product release, includes a Segment Scout that utilizes AI for user segment building in the Adobe Experience Platform, so marketers can better build and understand segments through attributes.

Another project-in-development, called Snippets, employs Adobe’s Sensei AI layer to automatically write article headlines and find the best image for specific audiences.

And a project called Dually Noted allows authors to scan physical copies of physical books or other physical documents, and see in the scan the comments an editor or other collaborator has made on a digital copy of the same page.

Interestingly for such an online-only conference, Dually Noted points to the possibility of Adobe or other vendors moving towards a greater integration of physical objects – or even people’s faces – with added digital layers.

Additionally, dozens of breakout sessions are presented as videos that also contain blue dots in the playback timeline for easy skipping to the most interesting sections.

Adobe summit’s biggest contribution

While this year’s Summit won’t make a lot of news for its announcements, it may have a more lasting effect. Few companies are as well positioned as Adobe to have the imagination and resources to take the next step in online convention-going.

Although this online version was put together relatively quickly, it shows the boost in efficiency afforded by a well-designed online conference, not to mention the huge savings in presentation and travel costs.

It also makes it easier to share content with your colleagues, and to better absorb content at your own pace. And new projects like Dually Noted show how physical and digital realities are becoming better integrated.

Two things are still missing, if online conferences are to become a bigger thing that they have been. One is the ability to play with the new technology directly, as one can during in-person demos, but that could readily be accommodated when the products themselves are software.

The other, of course, is personal networking. That is the most significant benefit of the cost/time investments in physical conferencing, but it’s not like the online world is unfamiliar with networking.

What’s needed next is for an Adobe or another giant to re-invent the world of live chats, collaborative spaces, LinkedIn and Facebook for the needs of online conferences.

It’s not yet clear if in-person trade conferences will be permanently changed by the responses to this pandemic, but Adobe’s new Summit shows the first few steps for how it could be done.

source https://www.clickz.com/the-adobe-online-only-summit-points-the-way-to-the-post-pandemic-future/261066/

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