At the heart of all great businesses are domain experts who are excellent at execution. Regardless of whether the business remains highly analog (increasingly rare in today’s marketplace) or is the latest emerging digital start-up domain expertise and execution wins over technology disruption alone.
I had a conversation several weeks ago with a large data company, discussing behavior based personalization. The VP of Marketing heard me out for a few minutes, and then said “Woah, wait a minute. So it’s personalization? I already have that.”
So I said “Oh, how’s that going? What are you seeing?”
And he said, “Well, we haven’t turned it on yet.”
There’s an old joke about two guys walking through the woods. All of a sudden they see a bear, and the bear starts moving towards them. The first guy sits down, pulls a pair of running shoes out of his backpack and slides them on. The second guy says, “What are you doing? You’re not going to outrun that bear.” And the first guy says, “I don’t have to outrun that bear. I just have to outrun you.”
In high stakes competitive chess, there’s a gaming style called “Freestyle” which is just as “ditch-the-rulebook” as it sounds. The best players are called “centaurs” and although these particular centaurs aren’t half-human/half-horse, their makeup runs along the same logic.
I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that:
- Measurement was really important
- Measurement was really, really hard
The eternal struggle for marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on analytics.
Let’s view personalization through your visitor’s eyes
Anyone who has kept up with me on just about any social media platforms knows I’m all about music, and my guilty pleasure – always – would be investing in a new guitar. Or, y’know, guitars. More is better. And if I were to visit a music store that collected data on visitors, they’d know I like a certain make of guitar (I do) and that, for example, I bought two last year and have only bought one so far this year. Maybe, the bright salesperson thinks, “this guy needs need another axe.”
Content marketing can be entertaining, helpful, or informative, or perhaps it can solve your audience’s problem. One good test of content marketing is whether it helps your audience even if they never buy your product or service. Here’s what content marketing needs to be to develop customer commitment.
Big data is having big effects on content marketing, nowhere more than in its ability to make sense of the complexity of human language. Understanding data science is necessary for agile marketing in 2019. Here’s how marketers can utilize data to hone their craft.
Personas have been used for a number of years by B2B digital marketers to craft content that aligns with a visitor’s context. But we all know that personas are also so… 2015. The rise in personalization has revealed both the limits and challenges of persona-based content creation — creating and maintaining content for every persona is a lot of work and getting that content in front of the visitor at the right time is tricky.