The CMO’s role in companies has changed over the years—from being brand-focused to being ROI-focused. All marketers have been affected by the repercussions.
The world over, in the C-suite CMOs are the fastest to be let go. Why? Because they have the hardest time proving the positive impact and ROI that Marketing spend has had on the business.
If we were to look at performance marketing from the lens of a CEO, it boils down to just two things:
The quality of leads marketing team brings in
The revenue contribution of those leads to the organization
So, although a 20% email open rate would be a big deal for marketers, a CFO might ask, “So what?” As a marketing leader, you need to shift the focus from marketing metrics to strategic KPIs. Let the conversation be not of open rates, but of increasing average order value. Let the conversation be not about 5% conversion rate KPIs but about 25% more engaged customers.
Under pressure to get internal team members on board with marketing strategies, battle the competition, generate higher ROI, and scale quickly, marketing leaders could use some help. Enter conversational AI (artificial intelligence) automation—your soon-to-be best friend.
In fact, Gartner predicts that as soon as 2020, 40% of users in certain B2B verticals will be primarily interacting with new applications that support conversational user interfaces with AI. That number should act as a push to all marketers.
Three Ways Conversational AI Can Help Marketers Deliver Leads and Conversions
Online, it can take numerous impressions to make the equivalent of a first impression in the physical world, which is why online marketers have been so taken by remarketing and retargeting.
Retargeting is marketers’ second chance (and third and fourth and fifth…) to make that all-important “first” impression.
What is retargeting? When potential customers interact with your website, you give their computer a cookie, allowing you to then retarget that same user with ads—in other appropriate places online.
And, not surprisingly, doing that is much better than just running what are relatively untargeted display ads. On average the clickthrough rate for a retargeted ad is 10X that of a display ad: 0.7% vs. 0.07%.
Still need convincing—or need to convince the powers that be—to consider instituting a retargeting program? The data in the following infographic can help you make the case.
Consider this: you spend months creating a campaign to promote a new product launch, but once you’ve executed the campaign, you’re noticing numbers are lower than you expected. People are looking at the blog posts and videos you posted on social, but unfortunately, there’s almost no traffic from email.
Millennial parents tend to think of technology as a parenting tool and are more concerned about safe content than content overload for their kids, according to recent research from Fullscreen.
The report was based on data from a survey of 1,500 people in the United States. The researchers focused on examining the behaviors of Millennial parents (whom they dubbed “parennials”), the more than 36 million Americans age 25-37 in the US with at least one child at home.
Some 96% of parennials say they use technology to help them parent, with 47% saying they do so to give themselves a break.
Parennials are significantly more likely to own and regularly use newer technologies, compared with Millennials without children:
If digital and traditional marketers faced off in a debate about whose promotional philosophy is superior (which would probably get more heated than an NSYNC versus Backstreet Boys dispute), one of the points digital marketers could hang over traditional marketers’ heads is their ability to measure a campaign’s performance — and their opponent’s inability to do the same.
At your company, you have multiple teams, dozens of tools, thousands of customer touchpoints, and new challenges every day. And through it all, your customers have much higher expectations than they did 10 years ago.
We debate a lot at HubSpot about how much of our marketing playbook to share with the world. That’s the tricky thing about marketing to marketers (and sales and service teams for that matter) — your instinct is to share everything, but if you do, you run the risk of losing your competitive edge.
Gen Zers tend to have longer queries and are more likely to use certain words when searching online, according to recent research from Fractl.
The report was based on a study of 956 consumers in the United States conducted via Amazon’s Mechanical Turk survey platform. Participants were shown five search prompts and asked what they would type into a search engine.
The researchers then looked at how behavior differed among four generations: Gen Z (defined as born 1998 to 2017), Millennials (1981-1997), Gen X (1965-1980), and Baby Boomers (1946-1964).
The average length of searches conducted by Gen Z participants in the study was five words, compared with around four words for Millennial, Gen X, and Baby Boomer participants:
As we rang in the new decade, January 1 also marked the official start of the California Consumer Privacy Act (CCPA). The law is meant to protect consumers’ personal information as well as increase the transparency of how the personal data of California residents is being used.
What CCPA is trying to accomplish is somewhat similar to the EU’s GDPR regulations, but its differences call for a deeper review and understanding—especially for marketers who depend on processing personal data to effectively acquire and engage customers.
Since 2018, CCPA has been a recurring topic in anticipation of the 2020 deadline. But what’s most surprising is that the law, though many have known it’s coming, still doesn’t seem that big of a deal in the marketing landscape. People don’t seem to be paying attention to it as closely as they should.
That may be due, in part, to the lack of straightforward documentation out there for marketers and execs (by that, I mean actionable checklists without all of the legal jargon that makes it hard for nonlawyers to decipher).
Without easy-to-follow guidelines, it’s hard to ensure proper CCPA compliance, including the involvement of those, internally and externally, who have a role to play in compliance. So, if you feel behind or lost, or you don’t know what to feel about CCPA, this article should help.
During the 1950s, Volkswagen sold a bus. Although now considered a classic vehicle, the bus remains an icon for the car company decades later.
The cool part? Volkswagen announced their new VW Bus — it’s electric and features sleek, modern styling. Volkswagen’s marketing for the vehicle is eye-catching, unique, and fun, and it complements the original “hippie” vibe the company was once known for.
Volkswagen also released a TV commercial for the bus that’s clever, minimalist, and on-brand. It introduces the new vehicle with the song The Sound of Silence playing in the background (hint: electric cars are silent) and ends with a short message on the screen for viewers to read: “Introducing a new era of electric driving.”
This sentiment touches on the fact Volkswagen is contributing to society’s interest in electric, eco-friendly vehicles. It also relates to this being a new era for the bus.
Customer data is now available at an unprecedented scale, and the technology to enable meaningful and positive customer experience (CX) has never been more advanced.
What’s more, there is broad consensus that CX is critical as a competitive differentiator.
So, why is it that CX efforts so consistently fall flat?
What Is the CX Gap?
There is a yawning gulf between organizational measures of customer experience and actual customer satisfaction. A full 87% of marketers say they are delivering engaging customer experiences. Considering that marketing teams are often tasked with CX strategy and execution, the overwhelmingly positive assessment here suggests that brands are delivering on CX, after all: 87% of marketers couldn’t be that wrong, right?
Let’s juxtapose that figure with the consumer perspective. In the same study, nearly half (49%) of consumers reported that brands failed to meet customer experience expectations, and two-thirds couldn’t even remember a time when a brand exceeded their expectations.
An in relation to traditional advertising, an overwhelming majority of consumers say their experiences miss the mark: 91% of consumers say the ads they are seeing have become even more intrusive than in the previous few years, and 84% say obnoxious or intrusive ads give them a poor opinion of the brand being advertised.
In other words, there are real consequences to getting CX wrong.