INNE EBOOKI AUTORA
Koszyk
Marketing Automation Revolution
Using the potential of Big Data
Autor:
Wydawca:
Format:
epub, mobi, ibuk
Current technological revolution, immense Internet penetration, and mobile technologies resulted in a brand new type of consumer. This new consumer changed the manner of making purchasing decisions, but also leaves thousands of footprints on WWW pages, in mobile apps, maps, or transaction systems. All this has resulted in redefining the role of marketing, and placed remarkable challenges before marketers, the solving of which requires not only appropriate technologies, but also a new kind of knowledge.
The book leads the reader through the innovative technology of online marketing in the following areas:
• collecting and processing large amounts of user data;
• delivering personalized messages across all channels in real time;
• process automation;
• improving communication between marketing and sales departments.
This publication was illustrated with examples of various implementations, and as such, it should be a valuable source of information for marketers looking for a guidance regarding marketing automation technologies.
| Rok wydania | 2017 |
|---|---|
| Liczba stron | 180 |
| Kategoria | Marketing, reklama |
| Wydawca | Wydawnictwo Naukowe PWN |
| ISBN-13 | 978-83-01-19538-0 |
| Numer wydania | 1 |
| Język publikacji | polski |
| Informacja o sprzedawcy | ePWN sp. z o.o. |
POLECAMY
Ciekawe propozycje
Spis treści
| Introduction THE PHILOSOPHY OF MARKETING AUTOMATION | 9 |
| Changing marketing | 11 |
| Enchanted by the marketing wizards | 12 |
| Excuse my French, “artist’s shit” | 13 |
| There is no remedy and there never will be | 13 |
| New marketer and the new school of marketing | 14 |
| Who is this book for and how to use it | 16 |
| Part I NEW TERMS | 17 |
| 1. The meaning of Big Data revolution | 19 |
| Why Google knows best | 19 |
| More and more information | 19 |
| Correlation instead of causation | 20 |
| Everything is data | 20 |
| Algorithm will pick a TV series and a playlist for you | 21 |
| Data as corporate capital | 22 |
| 2. New consumer | 23 |
| Independence | 23 |
| Prosumers and their habits | 24 |
| Mobility | 25 |
| What do marketers think about this? | 27 |
| The role of apps | 28 |
| Appification | 29 |
| The ROPO Effect and showrooming: why do customers migrate between channels? | 31 |
| The Internet of Things | 33 |
| Two seemingly contradictory trends in consumer behavior | 34 |
| Digital traces and why customers leave their data | 35 |
| Digital body language | 36 |
| Information constituting the digital body language | 37 |
| Building models: customers’ shopping journeys and buyer persona | 38 |
| The superiority of consumer behavior analysis over other ways of acquiring knowledge | 39 |
| 3. New marketer | 41 |
| Inbound vs. outbound | 41 |
| Romantic and pragmatic | 42 |
| Scientific approach | 43 |
| HADI cycles, i.e. lessons from a strip club | 45 |
| Changing the concept of a campaign | 46 |
| Predictive marketing | 47 |
| Disproportion between theory and practice | 49 |
| Why can’t marketers cooperate with sellers (and why they should)? | 50 |
| 4. New seller | 52 |
| Who trusts sellers? | 52 |
| Mixer and a time machine | 52 |
| Atlassian and other B2B absurdities | 53 |
| Tesla Motors – say goodbye to your car dealer | 54 |
| Adjusting to context | 54 |
| Part II MARKETING AUTOMATION AND BIG DATA REDEFINE THE MARKETING YOU KNOW | 56 |
| 1. Traditional 4P | 58 |
| 2. Guidance for people choosing their marketing automation platform | 59 |
| 3. Lead leaking | 61 |
| 4. The role of education in the shopping process | 62 |
| 5. Content marketing with marketing automation | 64 |
| Ideal content marketing supported by automation | 64 |
| The symptoms of the lack of balance between the production of content and automation | 65 |
| How to connect content marketing with marketing automation? | 65 |
| 6. New approach towards e-mail marketing | 67 |
| The power of e-mail marketing – a lesson from Barack Obama | 67 |
| What did Jacob Payne know? – About communication fatigue | 67 |
| This does not concern me! | 68 |
| Stop associating e-mail marketing with newsletters, or wear your customer to death | 69 |
| Personalized e-mails | 70 |
| 1-to-1 messages | 71 |
| 7. Loyalty programs | 72 |
| New and existing customers | 72 |
| Become the director of the Loyalty Dept. | 72 |
| What is loyalty, and can customers be loyal? | 73 |
| Customer lifetime value: think about your customer in terms of the entire relation, not in terms of separate transactions | 74 |
| RFM | 75 |
| The concept of loyalty | 75 |
| 8. Mobile channel | 77 |
| Apps as a marketing tool | 77 |
| Mobile marketing automation | 78 |
| Part III PRACTICAL RECOMMENDATIONS | 81 |
| 1. Creating a buyer persona | 83 |
| What is a persona? | 83 |
| The application of personas | 83 |
| Building a persona: initial remarks | 84 |
| Questions regarding building a buyer persona for B2B | 85 |
| Questions regarding building a buyer persona for B2C | 85 |
| Where to acquire information from? | 86 |
| Important rules | 86 |
| 2. Contact monitoring and management via CRM | 88 |
| Collecting user data | 88 |
| Scoring | 90 |
| 3. Lead acquisition | 91 |
| Contact forms that actually work | 91 |
| Your customer Pinocchio: progressive profiling vs. incorrect data in forms | 93 |
| How long should the form be? | 95 |
| Lead acquisition through gated content or bonuses | 96 |
| 4. E-mail marketing | 98 |
| Hygiene of your database | 98 |
| Regular database clean ups | 99 |
| Customer segmentation | 99 |
| Autoresponders and dynamic messages | 100 |
| Welcoming messages | 101 |
| Increasing basket value | 105 |
| E-mails increasing the level of engagement | 106 |
| Birthday e-mails | 107 |
| Reactivation e-mails | 108 |
| E-mails to save abandoned shopping baskets in e-commerce | 108 |
| 5. Lead nurturing | 112 |
| Before you prepare a “lead nurturing” program | 112 |
| Stages of lead nurturing | 112 |
| Multichannel campaigns | 113 |
| Themed campaigns addressed to existing customers | 114 |
| Lead recycling | 117 |
| Lead nurturing for employees | 118 |
| Benefits of lead nurturing and how to measure them | 119 |
| 6. Website marketing | 120 |
| The increasing role of recommendation engines | 120 |
| 7. Personalizing your WWW site | 122 |
| Examples: dynamic sets and widgets with recommended offer | 123 |
| 8. Sales | 125 |
| Cold calling | 125 |
| Identifying shopping readiness | 128 |
| Alerts in marketing automation | 128 |
| The meaning of social media for sales | 129 |
| 9. Retention | 130 |
| Actions addressed to loyal customers | 130 |
| Loyalty programs with the use of marketing automation | 131 |
| The use of mobile channels in loyalty programs | 131 |
| Marketing automation as a form of support for customer service | 132 |
| 10. Social media | 133 |
| Pros and cons of social media in business | 133 |
| The whole Facebook is the same | 134 |
| Ground rule: no social media platform can serve as your primary communication tool | 135 |
| Setting goals: integration with marketing automation | 135 |
| Social media automation | 136 |
| Ad personalization on Facebook with the use of custom audiences and marketing automation platform | 136 |
| Engage your employees | 137 |
| 11. Mobile | 139 |
| Push notifications | 139 |
| Mobile CRM and notification personalization | 139 |
| Don’t forget text messaging! | 140 |
| M-commerce | 141 |
| Online addressing – offline gap: the ROPO effect | 143 |
| 12. Marketing analytics | 145 |
| KPI | 145 |
| Trends in analytical activities: the directions of development | 148 |
| A/B testing | 150 |
| 13. Guidance for people choosing their marketing automation platform | 153 |
| Marketing automation myths | 153 |
| When marketing automation should be deployed? | 155 |
| How to choose a marketing automation platform? | 155 |
| How to use a marketing automation platform? | 157 |
| Marketing automation solutions for B2B | 158 |
| Marketing automation solutions for B2C and e-commerce | 159 |
| Summary | 165 |
| Bibliography | 169 |
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