Marketing Automation Revolution

• Druk: Warszawa, 2017
• Seria / cykl: Marketing PWN
• Autor: Grzegorz Błażewicz
• Wydawca: Wydawnictwo Naukowe PWN

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.

• Kategorie:
  1. Ebooki i Audiobooki »
  2. Ebooki »
  3. Ekonomia, biznes
• Język wydania: polski,angielski
• ISBN: 978-83-01-19538-0
• ISBN druku: 978-83-01-19511-3
• Liczba stron: 180

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