Marketing is opening up to new horizons with the development of modern marketing, resolutely digital and in opposition to marketing traditionally coming out of TV ads and displays. A recipe for success based on a new approach: more than ever, content and data are in the spotlight …
Modern marketing: Big Data, content, intelligent automation, and a lot of ROI
In a nutshell, modern marketing takes up the major trends that animated the late 2000s until today. In 2015, we are reaching the hatching as well as the maturity of the Marketing Cloud market. Marketing is becoming more and more IT and on the rails of a Lean Management, in perpetual search for optimization and ROI.
Content is therefore the first lever to target effective digital marketing. The power of the web, the buzz, the referencing in the service of produced contents to bring the answers to the questions of potential customers.
Inbound marketing, entering in French, to attract prospects at lower costs by striving to set up a real content strategy to address its target on a blog or newsletter for example. But making interesting and effective content to convert cannot be improvised, it is necessary to find the right recipe and above all to innovate, to advance creative ideas with added value. It’s sort of the next step for brands to be able to draw attention to content that is more and more inspiring and capable of converting.
Story-telling and quality content, a necessary investment
Content has become king, I’m certainly not the first to say it. But king of what? In any case, we can quite crown it for the attention it generates among the marketing articles of the moment.
Does it need to dwell on the content, it has become a textbook case in marketing? The absolute logic of the content => audience => conversion cannot be questioned. The question is not how to make a buzz, but to succeed in generating content relevant to its target and iterating this practice to create an audience on its own media (blog, newsletter, social networks).
To add a stone to the edifice, I would like to focus attention on how to generate premium content and better seize opportunities. Obviously making the ephemeral buzz and targeting social sharing is not the primary objective.
Indeed, many articles have dealt with the subject of content marketing, most often by analyzing how to highlight its content and make the buzz. The miracle recipe will never stand in an article, but in the patience and investment to create an audience and maintain its ‘owned media’ to weigh both by referencing its content, but also by developing its ‘brand awareness’ through its expertise and quality of its articles and white papers. In digital, content must be understood as a way to leave a positive mark.
No Big Data, No Big Year 2015 🙂
The idea of Big Data has gained ground, but is still a problem in 2015! No one yet knows why and what magic it is. In marketing, we are talking about Data Management and Data Mining. For the occasion, we cannot help but use the language of Shakespeare, but that still does not explain the value of data analysis.
In short, Big Data in a simplistic view is: “what does not fit on an Excel spreadsheet …”. The goal is to aggregate structured data from various flows to analyze it with hindsight and the objectivity necessary to transform this unreadable mass into useful data. In marketing, data as always concerns the interactions of prospects and customers with communication levers.
But with tools like Google Analytics, or the development of emailing solutions like Mailchimp, “Data” has not needed to be in fashion to break the ceiling in recent years.
The novelty lies rather in the possible amount of data to scan. Exit the duo website, newsletter. Data Management Platforms like BlueKai are the meeting point for all your data to centralize KPIs and activate your data as effectively as possible. We are talking about enriching the data and creating a ROI in their interpretation and the implementation of new operational processes. Lean Management in all its splendor!
Save time, earn money and simplify your marketing
Incoming marketing has long been put aside because it is complex to set up and requires a transactional relationship with the target. Not easy when working with a large number of clients.
Marketing spills over into other specializations more than ever, we see it with more and more IT in Cloud or Big Data marketing solutions. Going into inbound marketing and initiating one-to-one communication with your customers indeed requires venturing commercially. Clearly in customer relationship management, marketing tools are increasingly integrated with CRM. This is why it is relevant to set up intelligent automatisms and scenarios to trigger reminders based on the interactions of the content read by visitors to a site, contacts in a newsletter, etc. Marketing is automated to offer the best possible information, better content management, in short, to best activate its conversion levers.
The promise of automation (Marketing Automation): set up operational scenarios that are easy to install and work with ‘owned media’. In simpler terms, brands are autonomous and become their own media and address their prospects with far more advantages and fluidity.
Be careful not to automate everything, however! It is good practice to manage automated systems that send at least ten prospects a month. In addition, it is best to manually revive or scenarios involving a larger population to avoid over segmenting and getting lost in your own strategy.
One last piece of advice: do not lead to an overlay of automated scenarios which could lead to the sending of too many and contradictory messages.
So if you don’t follow these principles, your marketing strategy is not obsolete, not improving your conversion rate is not the result of a complete restructuring. Just take the right resolutions to take the path of modern marketing and find this white paper dedicated to modern marketing.
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