Data is a game changer. But at face value, it's just data. It becomes powerful when it's used not just to support decisions, but to drive actions. And marketers know that to take action on their data, they need to collect and analyze it. Because ultimately, it's about uncovering how your customers engage with your brand. Many marketers believe that strategic marketing measurement is solely about the implementation of customer analytics (technology that can help you measure how your audience interacts with your online properties—or doesn't). But analytics might not be enough. To truly make the most of your data, you need to combine your analytics insights with robust attribution insights. At a high level, customer analytics provide an understanding of your customers' experience—primarily across sites, apps, and other customer engagement points (call centers, for instance). These insights can then be used to inform targeting, marketing, and product decisions. Although these insights are critical, customer analytics alone do not tell the full story.More at Think with Google.
Teresa Álvarez Martín-Nieto
Internet y las nuevas tecnologías han modificado radicalmente los modelos de comercio, siendo la modalidad de compraventa de productos y servicios a nivel online y a través de distintos tipos de dispositivos una de sus principales consecuencias y ventajas de las que se pueden beneficiar las marcas. Sin embargo, estas han de saber que nos encontramos ante un mundo altamente competitivo, en el que los consumidores son cada vez más exigentes, motivos por los que las marcas han de tener muy presentes sus opiniones.
En este sentido, es especialmente importante contar con un profundo conocimiento en lo que respecta a los factores que determinan la experiencia de compra online de los clientes los cuales, según una reciente encuesta llevada a cabo por la firma Blackbay residen en la información de entrega que se aporta a los clientes así como en la calidad del proceso de retorno de las compras. Más en PuroMarketing.
Amazon is the undisputed leader in online retail, but Google’s introduction of its own buy button on mobile may give the eCommerce something to worry about.
Google’s plan, revealed last week, is to provide buy buttons to those who search for products on mobile devices. Buy buttons will be available to retailers that already pay for Google Product Listing Ads. This is a logical next step after Google’s “mobilegeddon” last month, which included an algorithm change that prioritized mobile-friendly websites in search.
Mobile commerce has long had a conversion rate problem, but Google’s buy button could address a number of the underlying issues. More at VBNews.
Why the movement to “new marketing” is important
During the Neuromarketing Leaders Meeting on the first day of the Neuromarketing World Forum in Barcelona last month, I had the opportunity to share five global trends we see when it comes to neuromarketing.
Tipping Point
After the three years in the association, the last period felt different. Vendors seem more busy, at the NMSBA office we could literally feel the vibe of business. Is this the famous tipping point for Neuromarketing?
Less Critics and More Openness
Together with gaining maturity, we are seeing a more open industry. Clients are willing to share their experiences, we see less overpromising, and fewer criticasters. Good news, but as a result, there is also less ”free publicity”, in other words, it is harder to promote neuromarketing.
Technology Boost
We are still in the middle of a technology revolution. Every day new technologies are conceived and new applications for better consumer insights are created in many places. More at Linkedin Pulse
En el mundo existen muchos falsos gurús; en el mundo del marketing, abundan.
Gurús – que como señalara el Dr. John Dawes, de la University of South Australia – atraen fama y fortuna asesorando a empresarios sobre conceptos de apariencia 'sexy' pero de resultados pobres.
Y a su imagen y semejanza, van surgiendo como por generación espontánea y replicándose como virus, impostores oportunistas que ayudan a pregonar esos mismos conceptos, con labia y determinación tal, que como encantadores de serpientes, convencen a las empresas de invertir importantes sumas de dinero en estrategias que al igual que sus creadores y promotores, al inicio prometen mucho, pero al final, entregan poco.
Algunos consejos para reconocerlos:
Estas falsos gurús del marketing suelen utilizar tácticas de persuasión cuyo poder de convencimiento normalmente se basa en argumentos falaces o verdades a medias. Algunos de los métodos destacados por Dawes, son:Más en Linkedin Pulse
In just five years, smartphones have transformed our lives. It’s hard to imagine how much they will change in the five years, but one thing is for sure: Publishers and advertisers have just begun to unlock all of the potential of what smartphones can do.
Our phones will become increasingly aware of their surroundings. And they will become platforms for rich media engagements, where we interact with 3D environments through gestures and movement. Believe it or not, much of the technology for making this happen is already sitting inside your phone.
Your phone knows a lot about you
Many people don’t realize how smart their smartphones really are. Modern phones are packed with dozens of tiny sensors, some as thin as paper. Every year those sensors become smaller and more sophisticated. More at MediaPost
Welcome to Marketer's Playbook, a new eight-part video series expanding on Ad Age’s popular Playbook coverage. In Playbook we explore how marketers can do their jobs better and smarter. For this new video series, we’re zeroing in on effective marketing strategies through exclusive, behind-the-scenes visits with top marketers at national and international brands. Watch this space for inspiration! More at Adage
9 in 10 marketing leaders feel that culture plays a very (60%) or somewhat (30%) influential role in enabling the brand experience, but only about one-quarter believe that their team’s culture needs no change, details Spencer Stuart in a recent survey of more than 200 marketing leaders.
While a majority (52%) feel that only a “slight” change in team culture is needed, 1 in 5 feel that “significant” change is needed.
When asked what qualities they would like to see more of if they could change their marketing team’s culture, respondents pointed to both data and analysis-driven decision-making (52%) and exploration and creative thinking (52%). That both are viewed equally is an interesting result in light of separate survey results released last year by Spencer Stuart. In that study, 7 in 10 senior marketing leaders believed that creativity and analytical ability had been equally important for marketing leaders over the past few years. But, survey respondents felt that analytical orientation would become a more important skill for CMOs to possess, while creativity would become less of a priority over time. More at Marketing Charts.