#Marketers beware: Privacy Please: How the GDPR Can Elevate Marketing

The EU’s new General Data Protection Regulation (GDPR) can be daunting, but it can have a positive impact on marketing. Here’s why.
— Read on insights.newscred.com/gdpr/

The Importance Of Asking Questions | Ogilvydo.com

“He who asks a question is a fool for five minutes; he who does not ask a question remains a fool forever” – Chinese proverb.

What’s the one thing that the world’s leading innovators share with children? They both learn through asking questions. It’s the simplest and most effective way of learning. Yet somehow we have forgotten this lesson as we get older. We just don’t value questioning as much as we should.

Not asking good or even enough questions has a direct impact on the quality of choices you make. Habituating the art of asking questions enables you to gain deep insight, develop more innovative solutions and to arrive at better decision-making.

Brilliant thinkers and scientists never stop asking questions. “Asking questions is the single most important habit for innovative thinkers,” says Paul Sloane, the UK’s top leadership speaker on innovation.

  • Newton: “Why does an apple fall from a tree but, why does the moon not fall into the Earth?”
  • Darwin: “Why do the Galapagos Islands have so many species not found elsewhere?”
  • Einstein: “What would the universe look like if I rode through it on a beam of light?”


Asking these kinds of basic questions started the process that led to their great breakthroughs. And asking questions is as relevant today. Only by constantly asking why can you find better products. In his book “A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas”, Warren Berger cited the example of Edwin H. Land, who invented the Polaroid camera in response to his 3 year old daughter asking why the camera that they used couldn’t produce a photo immediately. There are plenty of other cases; Airbnb exists as a response to the question “why should you be stuck without a bed if I’ve got an extra air mattress?”

The list is endless, as many companies and even entire industries can be traced back to a single question.

How do we master the art and science of asking effective questions and how do we make it a habit?

  1. Create an environment where curiosity is welcomed and rewarded.
  2. Become a keen observer of everything you see, hear and experience.
  3. Look at the world with fresh eyes, question the familiar, assume nothing is obvious.
  4. Understand the power of different types of questions – how they should be used and when.
  5. Keep asking why till you can go no further.

“Good questioning should stimulate, provoke, inform and inspire” says Sloane, while Berger feels it can “help us learn, explore the unknown and adapt to change”. What could be a great question that could shift the way you or your organisation perceive or think about something that has the potential to act as a catalyst for change?

Source: The Importance Of Asking Questions | ogilvydo.com


Mobile online checkout and AI to be front of mind in 2016: Deloitte | ZDNet

mobileMobile online checkout and cognitive technologies are set to boom in 2016, according to the latest predictions made by Deloitte.In the Technology, Media & Telecommunications 2016 report, Deloitte believes the number of individuals who use a third-party touch-based payment service to make a purchase on their devices — which covers both smartphones and tablets — will increase by 150 percent to reach 50 million regular users.

Source: Mobile online checkout and AI to be front of mind in 2016: Deloitte | ZDNet

Marketo’s CMO on the new future of digital marketing

marketo_cmo_illoMarketo CMO Sanjay Dholakia puts the current — and future — state of marketing into perspective.

The scene: A smoke-filled room clamors with anger, frustration and optimism as men in earth-tone suits and skinny wool ties debate — from art to copy to product placement — the best ways to sell dishwasher fluid. At long last, they agree, clink their glasses of brandy and set a plan in motion for six months down the road.

That’s marketing in a nutshell, right? A closed-door, one-size-fits-all operation that moves at the speed of molasses.

Well, let’s just say that picture is a little outdated. And not just because of the outfits.

Today, technology plays a massive role in marketing strategy and execution: Automation has turned guesswork into a precise science and months of planning into nanoseconds. Companies like Marketo are leading the way in marketing automation technology, pushing boundaries and helping CMOs everywhere embrace the future.

Of course, this is pretty complex stuff. So we had a chat with Marketo CMO, Sanjay Dholakia, to put the current state of marketing — and the future — into perspective.

Source: Marketo’s CMO on the new future of digital marketing

How to Personalize Content on the Web – Marketo

Learn how web personalization tools help you put relevant content in front of each website visitor to maximize your time and money spent on content.

Source: How to Personalize Content on the Web – Marketo

User Adoption | User Experience | The Emergence of the UX Designer

User Adoption | User Experience | The Emergence of the UX Designer

I have written several articles on user adoption and its correlation to the harmonization of business process and communication. In a recent post on LinkedIn, I called out three factors for success in a company’s marketing automation program – User Adoption, Innovation, Continuous TransformationThese three areas at their highest level involve collaboration among design, implementation and end user teams. The focus of this post is around user experience (UX) design.

customer experienceIt’s all about the customer experience (CX).

UX design has emerged as an important area of focus for organizations involved in technology and business process management projects. The emergence of UX design is also converging across disciplines spanning technology, marketing, sales, operations, finance, and so on. What is consistent across all areas of UX design is the need for simplicity in driving a successful user experience.

There is a misconception today that business process management (BPM) applications are complex, when in fact they are not. Furthermore, companies like Pegasystems have been investing and building business process management applications for years that have simplified UX design.

logo

As an example, Pega Marketing enables customized, rapid design and implementation of fully integrated CRM environments that make the elusive magic of BPM happen. Predictive analytics is built in through their Customer Decision Hub.

Why should you care about UX design principles and BPM?

Because UX principles that are simplified and executed properly provides clear project insight that’s timely, saves money on resource requirements, and accelerates delivery timelines across technology engagements.

Google as a use case:

googlelogo_color_116x41dpGoogle’s homepage has perhaps the lowest barriers to entry of any digital environment. Google is simply a search field and a button. Their simple user interface (UI) shields users from the complexity that we all know is Google.

Now think about all the products and services that they have been brought to market since they have come to existence:  Google +, Youtube, Gmail, etc. and the complex things that those products do, and you will realize that they have managed to keep their UI simple. What’s more impressive is that Google has managed to simplify our experience products while building, acquiring, adding, changing and bringing new products to market. The Google story is rare in the UI world, however, their story is a use case for all of us to follow.

Today, predictive analytics has become a necessity for businesses working with big data. The need for BPM tools and UX designers with specific areas of domain expertise is growing at a rapid rate. People are the ultimate enabler of technology transformation, especially in today’s customer centric world.

People, process, data and technology (new and legacy systems) will command much of the C-level focus in years to come.

Simple UX design is a necessity if you want your application(s) to be simple and easy to use by your customers. For any technology or business process to become effective, companies must ensure that their UX design teams possess both domain and technology expertise.

Success equals adoption by both the customer and the people running the technologies around them.

Be customer-centric. The rest will follow…

NOTE:  I highly recommend signing up on Pegasystems portal. Once you have signed up, you will be able to follow their new innovations and gain insight into the world of BPM, UX design, and best practices by domain and industry.

 

User Adoption | User Experience | The Emergence of the UX Designer

User Adoption | User Experience | The Emergence of the UX Designer

I have written several articles on user adoption and its correlation to the harmonization of business process and communication. In a recent post on LinkedIn, I called out three factors for success in a company’s marketing automation program – User Adoption, Innovation, Continuous TransformationThese three areas at their highest level involve collaboration among design, implementation and end user teams. The focus of this post is around user experience (UX) design.

customer experienceIt’s all about the customer experience (CX).

UX design has emerged as an important area of focus for organizations involved in technology and business process management projects. The emergence of UX design is also converging across disciplines spanning technology, marketing, sales, operations, finance, and so on. What is consistent across all areas of UX design is the need for simplicity in driving a successful user experience.

There is a misconception today that business process management (BPM) applications are complex, when in fact they are not. Furthermore, companies like Pegasystems have been investing and building business process management applications for years that have simplified UX design.

logo

As an example, Pega Marketing enables customized, rapid design and implementation of fully integrated CRM environments that make the elusive magic of BPM happen. Predictive analytics is built in through their Customer Decision Hub.

Why should you care about UX design principles and BPM?

Because UX principles that are simplified and executed properly provides clear project insight that’s timely, saves money on resource requirements, and accelerates delivery timelines across technology engagements.

Google as a use case:

googlelogo_color_116x41dpGoogle’s homepage has perhaps the lowest barriers to entry of any digital environment. Google is simply a search field and a button. Their simple user interface (UI) shields users from the complexity that we all know is Google.

Now think about all the products and services that they have been brought to market since they have come to existence:  Google +, Youtube, Gmail, etc. and the complex things that those products do, and you will realize that they have managed to keep their UI simple. What’s more impressive is that Google has managed to simplify our experience products while building, acquiring, adding, changing and bringing new products to market. The Google story is rare in the UI world, however, their story is a use case for all of us to follow.

Today, predictive analytics has become a necessity for businesses working with big data. The need for BPM tools and UX designers with specific areas of domain expertise is growing at a rapid rate. People are the ultimate enabler of technology transformation, especially in today’s customer centric world.

People, process, data and technology (new and legacy systems) will command much of the C-level focus in years to come.

Simple UX design is a necessity if you want your application(s) to be simple and easy to use by your customers. For any technology or business process to become effective, companies must ensure that their UX design teams possess both domain and technology expertise.

Success equals adoption by both the customer and the people running the technologies around them.

Be customer-centric. The rest will follow…

NOTE:  I highly recommend signing up on Pegasystems portal. Once you have signed up, you will be able to follow their new innovations and gain insight into the world of BPM, UX design, and best practices by domain and industry.

 

Content Marketing | 3 Rules

Today, a company’s success depends greatly on on its ability to effectively manage its brand awareness, market conditioning, and demand generation programs.

Technology enables companies to automate how, when and what is communicated to its market today. However, content must still be curated by people and in today’s digital market place it is imperative that content follow three basic rules…

1. Be Customer Centric

Buyers consume content to address a challenge or pain, and they are evaluating their options. If your content is difficult to find or doesn’t provide answers to their needs, they will ultimately arrive at another content provider that very well might be your competitor.

The trend emerging with B2B buyers is a decreasing level of engagement with sales people during their awareness phase. Engagement with Sales these days happens during the down selection process and as they narrow down their options to just a few providers.

Today, more than ever before, a company’s success requires that its content be relevant, timely and personalized so that a high level of value is maintained throughout the customer engagement process.

Perception is managed through effective content management.

2. Build and Maintain Alignment on Personas

Create buyer personas. Set up panels comprised of external buyers and internal content curators.  Align both groups against your buyer personas will help align your company to your buyer types, and will help improve how content is synthesized for your company’s target audience. Your personas should drive everything how you communicate with your buyers’ journeys as they make decisions to choose you or your competitor.

3. Communicate Intimately | Personalization

Avoid speaking in your company’s or industry’s language. Use real words and when and wherever possible apply personalization that addresses the specific pain or need of your customer.

Follow me at http://social2direct.com

How to Create Facebook Video Ads: A Step by Step Guide : Social Media Examiner

Interested in creating Facebook video ads? This article shares a step-by-step guide to designing and recording your own Facebook video ads.

Source: How to Create Facebook Video Ads: A Step by Step Guide : Social Media Examiner

Predictive Analytics | Applying it to #Sales and #Marketing

Several weeks ago, I was in a meeting with a group of senior executives at one of the oldest business information companies in the United States, and the conversation shifted to lead generation:

“Results are horrendous, incredibly weak. Much of these leads are unusable. High percentages from Gmail, AOL, Hotmail… So many unknowns and, well, at least some decision makers, along with the rest of usual useless information.”

Anyone who works in today’s digital marketing space knows this is a common conversation that is hard to fix.

So, is bad #data the real issue for us or is it that we are chasing down the wrong path?

Think about it. We spend millions of dollars chasing individuals who download content, attend webinars or throw business cards into fishbowls at conferences and shows. We spend very little trying to figure out what is really going on inside a company of interest.

Things that sales and marketing agree on:

  • Purchasing is a team exercise
  • Figuring out what the consensus inside of buying teams is a tough job to figure out
  • There is a value to downloaded content as a proxy for team interest
  • An individual act tells us nothing about its organizations intent.

Is it time to devalue the downloaded white paper as our lead generation currency? (Sales people will love this one, Marketing, maybe not) 

More to the point, isn’t it time to evolve and begin the process of understanding the corporate body language through a variety of data points that are already available to us? Would it not be better to understand that the almighty download can and should be part of a larger canvas where a broader, more accurate picture emerges?

Even at it’s broadest level, #predictive #analytics can come in some simple forms.

6 examples of simple forms that apply basic predictive analytics:

  1. You can use any number of competitive search tools to understand what keywords and key phrases are collectively perceived as important when prospects begin their journey to find you
  2. And if you look historically backwards, you will be able to see what changed and potentially why
  3. You can also develop an understanding for funnel position (where companies are in the sales funnel by segmenting out keywords based on a natural progression of educating oneself.
  4. You can then use that analysis to make sure your own website is in tune editorially – are you mapping to what is important at that moment in time to companies that are consuming the content aligned with your objectives?
  5. You can find sites where these keywords exist ON PAGE in ways that align with your objectives. Page Indexing has grown up and become very sophisticated.
  6. Just this simple knitting together of these two components begin to give you an indication of trends and volume of content that is out there and that your prospects are consuming

Then do this:

  • Use IP identification and targeting to match who you see on your site and who is consuming the relevant content across the Web. This type of targeting will enable you to report back on which companies are most active in consuming specific keywords across contextually aligned sites.
  • This gives you a marriage of your data and external data that help you develop prioritization for sales, messaging across marketing, content development and most of all – IT GETS YOU OUT OF DEPENDING ON WHITE PAPER DOWNLOADS as your proxy for interest.
  • Once you add your crm and marketing automation data, revealing what companies you currently talk to are most engaged – you have a clear path to a strategy.

To review:

  • Analyze the competitive set to understand how everyone is deploying search and keywords
  • Utilize page indexing to understand where the content is
  • Use IP identification and targeting to tell you who and what and how many from where
  • Knit your own data in to complete the virtuous circle

The age of #Predictive #Automation is upon us. Take the initial steps needed to understand organizational #intent and funnel position, and your sales organization will stop complaining about those lousy leads you send them.