The surveys dropping lately show a staggering trend towards the hottest and most concerning topic out there: data. A recent survey by B2B Marketing and The MX Group identified the differences between top performing and poor performing B2B marketers. CMO identifies data ownership as the top most important subject to marketers. Yet another survey by ClickZ and ChatMeter reveals people’s main concerns to be machine learning, personalization and data privacy.
Alternatively: Chicken Soup for the Customer’s Soul
It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.
What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch.
In a recent study, 63% of CEOs agreed that AI will have more impact on their business than the internet. Think about that for a minute. The internet. And yet, 23% said they had no plans to do anything about it. Why? Partially, people tend to overestimate how much data they need to get to a reliable result for utilizing AI.
Facebook is having a terrible week. After experiencing a barrage of trouble over the last few months, they’ve finally crossed a line Apple won’t tolerate. They made available an app that gave themselves a scary amount of access to your device. It’s opt-in, but Facebook seems aware that it’s invading privacy — and appears to be preying on young people.
Is the dream of the visitor journey dying? How do we make journeys more functional without using data people don’t want us to have?
Analytics matter: this is the unavoidable fact of digital marketing, even for those digital marketers that fear it. But are you even measuring the right things? Do you know how to make meaningful improvements?
Not enough marketers take advantage of the other kind of search — the one on your own website. Few companies budget for it, while budgeting for content without a second thought. We’ve talked about the cost of value before. But when they search, can visitors even find the content they need on your site?