Uno degli elementi affascinanti del lavoro con i nuovi media è che i nostri strumenti e capacità si stanno muovendo rapidamente quanto l'innovazione di hardware, larghezza di banda e piattaforme. Molte lune fa, mentre lavoravo nell'industria dei giornali, era una vera sfida misurare o prevedere i tassi di risposta sugli annunci pubblicitari. Abbiamo sovracompensato ogni sforzo semplicemente inserendoci sempre più numeri. Più grande è la parte superiore dell'imbuto, migliore è la parte inferiore.
Database marketing hit and we were able to merge external behavioral, customer and demographic data to better target our efforts. While the work was much more accurate, the time it took to measure the response was grueling. Testing and optimization had to precede the campaigns and delayed the final efforts even further. As well, we depended on coupon codes to accurately track conversion data. Our clients would often see a lift in sales, but not always see the codes utilized so credit wasn't always provided where it was due.
La fase attuale degli sforzi di marketing per la maggior parte delle aziende oggigiorno sono attività multicanale. È difficile per i professionisti del marketing bilanciare gli strumenti e le campagne, imparare a padroneggiarli e quindi misurare le risposte cross-channel. Sebbene i professionisti del marketing riconoscano che alcuni canali avvantaggiano altri, spesso ignoriamo l'equilibrio e l'interattività ottimali dei canali. Grazie al cielo che piattaforme come Google Analytics offrono una visualizzazione delle conversioni multicanale, dipingono un quadro chiaro dei vantaggi circolari, benefici incrociati e vantaggi di saturazione di una campagna multicanale.
It's exciting to see the largest companies in the space like Microsoft, Salesforce, Oracle, SAP, and Adobe making aggressive purchases of marketing tools within the space. Salesforce and Pardot, for example, are a fantastic combination. It only makes sense that a marketing automation system would utilize CRM data and drive the behavioral data back to it for improved retention and acquisition of customers. As these marketing frameworks begin to seamlessly meld with one another, it's going to provide a stream of activity that marketers can adjust on the fly to turn up and down the spigot in the channels they wish. That's very exciting to think about.
Tuttavia, abbiamo ancora molta strada da fare. Alcune aziende straordinarie stanno già evolvendo in modo aggressivo predittivo analitica modelli che forniranno dati accurati su come un cambiamento in un canale avrà un impatto sulle conversioni complessive. Multicanale, predittivo analitica are going to be key to every marketer's toolkit so they understand what and how to leverage each of the tools within it.
Right now, we still work with many companies that are struggling. While we often share and discuss highly sophisticated campaigns, many companies are still enlisting batch and blast weekly campaigns without personalization, without segmentation, without triggers, and without multi-step, multi-channel drip marketing campaigns. In fact, the majority of companies don't even have an email that's easy to read on a mobile device.
I speak about email since it's the linchpin of every online marketing strategy. If you're doing search, you need folks to subscribe if they're not going to convert. If you're doing content strategies, you need folks to subscribe so that you can get them to return. If you're doing retention, you need to continue providing value by educating and communicating with your clients. If you're on social media, you need to receive notifications of engagement. If you're using video, you need to notify your audience when you publish. I'm still amazed at the number of companies that don't have an active email strategy.
So where are we? The technology has accelerated and is moving faster than the adoption. Companies continue to focus on filling the funnel instead of recognizing the distinct paths to engagement that customers actually take. Vendors continue to fight for percentages of the marketer's budget that they may not deserve given the cross-channel impact of their platform. Marketers continue to struggle with the human, technical, and monetary resources they need to succeed.
We're getting there, though. And the frameworks that the larger corporations are establishing and the likes are going to help us move the needle effectively, efficiently, and faster.