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Showing posts from March 6, 2020
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MarTech Minute: Zendesk adds sales suite, Leanplum hires CEO

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.MOMENT OF ZEN. CRM provider Zendesk has rolled out a new Sales Suite tool and expanded its Support Suite offerings. The Support Suite has a refreshed design enabling a comprehensive overview of customer communications and new social messaging features. The newly introduced Sales Suite is geared toward team collaboration. Why we care: Being able to combine customer service and sales communications within the CRM platform gives marketers a more holistic view of the customer journey. Source: ZendeskLEAN IN: Leanplum, a multi-channel customer engagement platform, has raised $27 million in Series D funding and named George Garrick, the former CEO for both IRI and A.C. Nielsen, as its new CEO. The company says the money will go toward product development and go-to-market efforts. Why we care: Leanplum reports it ena…

Soapbox: Let’s prove to Star Trek Picard that ads don’t have to annoy

Trekkies are thrilled they have Sir Patrick Stewart’s Jean-Luc back in Star Trek: Picard. Like any good sci-fi, the show is far more about the present than it is about the future, and it was amusing to see a scene from the recent episode “Stardust City Rag.”Picard and company visited the Las Vegas-like planet Freecloud. As they arrive, each person receives their own personalized holographic ad. Martech has really advanced. What could go wrong? The ads are personalized and apparently have great engagement. Captain Rios gets an ad for ship repair. Picard gets one for great tea at a hotel. Raffi gets one for sketchy drugs. All things are applicable to them.The future of pop-up ads. #StarTrekPicardpic.twitter.com/NidjYoqbpr— Star Trek on CBS All Access (@startrekcbs) February 24, 2020Each ad requires interaction, and in the case of the show’s characters, they flick and push away their ads. As cathartic as it would be to actually punch an intrusive ad as Alison Pill’s character AI expert D…

Four essential ecommerce site optimizations that drive sales

The whole point of marketing is to deliver the right message to the right audience at the right time. But what about conversion optimization? How do you know which tool to use in which area of your ecommerce site that’s key to the customer journey? What’s better for a particular campaign?In this article, we cover a list of ecommerce site optimization suggestions and tactics that can boost your sales.1. Design and UXA. Optimize your home pageSo, there’s the home page of your ecommerce site. The first thing your target visitor expects to see on it is the product/service you’re selling.Since a person’s eye first falls on the center of the page, it is better to attract his attention with a bright thematic image of the main product.Suppose the image has worked and the user has decided to stay. Now he would like to know what shop he got into, whether it’s worth buying here. The vision moves to the bar in the top of the site, where it’s necessary to place:Company logo – always in the upper l…

Align your marketing plan with your analytics measurement plan

All great marketing departments and teams should have a marketing plan and know it intimately. What is surprising is how often when conducting an analytics audit when the first thing I ask for is a copy of their marketing plan, how often I’m presented with a “deer in headlights” look or at best given the response “Oh we have one, but haven’t updated it in years. We just know it!”Why is having a current marketing plan that is disseminated and known by your entire marketing team and other teams within your organization critical and how does this have anything to do with your corporate analytics? For the simple reason: Without one, how does the marketing team actually know what they should be doing. More importantly, how can success be measured?The key to marketing success is to merge a marketing plan with a measurement plan into a unified plan.Key measurement elements of a marketing planThe first step in developing or validating a marketing plan is ensuring the marketing department’s mi…

Is there a right way to buy marketing technology? (Short answer: Yes!)

In twenty years as an industry analyst evaluating martech vendor platforms, I’ve witnessed hundreds of enterprises try to make good technology purchase decisions. All too often they get it wrong.You can’t blame those decision-makers. Marketers in particular face intense time pressures and can’t readily find good templates for doing this right.  Stress around making a poor choice sometimes leads to ill-advised short-cuts or paralyzing over-analysis.The wrong way Here’s a short list of some of the wrong approaches we see regularly from our perch at RSG:Love at first sight – Marketing leader sees a demo and believes it will solve all their problems. These sorts of relationships almost never last.It worked for Cousin Vinnie – Some other firms in your industry licensed Vendor X, so you should too. This ignores potentially decisive differentiators between your organizations.Pick the winning horse – rely on some static analyst industry quadrant that doesn’t actually match up against your nee…

Majority of consumers want standards and tougher action against review fraud

Consumers are calling for protection from fake reviews. That’s one of the key findings from a new survey from Bazaarvoice. The company polled roughly 10,000 consumers in the U.S., U.K., France, Germany and Australia and discovered that 72% of consumers want retailers to take stronger action and create standards to prevent deceptive or fraudulent reviews.Concrete steps against fraud. The majority in the survey wanted only verified purchasers to be able to post reviews. They also asked for product testing and daily review of user-generated content to “weed out fake reviews.”Steps consumers want retailers to take against fraudSource: Bazaarvoice consumer survey (2020) The survey also explored how fake reviews impact brand trust and what consumers believe should be the consequences for deceptive reviews. The trust discussion is familiar; according to the survey:If consumers suspect fake reviews 54% say they won’t buy the product.Fake reviews will cause a loss of trust in the brand (34%).On…

Rethinking emotion in marketing to deepen engagement

As a marketing professional, you often think about creating an emotional connection with your audience. And for good reason. Emotion can direct attention, deepen engagement and drive behavior. But can you articulate how your marketing assets trigger emotional responses?Emotion is strikingly complex, involving intricate biological processes that engage a variety of different regions in the brain. This complexity creates difficulty in aligning creative work to behavioral outcomes, often giving rise to misconceptions and false promises. The goal of this article, therefore, is to encourage you to think differently about the role emotion plays in marketing – and that starts with an understanding of emotions and feelings.Understanding emotions and feelings How do you define emotion? How do your peers define emotion? Depending on whom you ask, you’re likely to get different answers. But don’t feel bad. Psychologists and neuroscientists often disagree, engaging in spirited debates and offerin…