Lineako marketinaren iragana, oraina eta etorkizuna

etorkizuna aurretik

Komunikabide berrietan lan egitearen elementu liluragarrietako bat da gure tresnak eta gaitasunak hardware, banda zabalera eta plataformen berrikuntza bezain azkar mugitzen direla. Duela ilargi asko, egunkarien industrian lanean ari zela, iragarkien erantzun-tasak neurtzea edo aurreikustea zen erronka. Ahalegin guztiak gehiegi konpentsatu ditugu, gero eta zenbaki gehiago botatzea besterik gabe. Inbutuaren goialdea zenbat eta handiagoa izan, orduan eta hobea da behekoa.

Database marketing hit and we were able to merge external behavioral, customer and demographic data to better target our efforts. While the work was much more accurate, the time it took to measure the response was grueling. Testing and optimization had to precede the campaigns and delayed the final efforts even further. As well, we depended on coupon codes to accurately track conversion data. Our clients would often see a lift in sales, but not always see the codes utilized so credit wasn't always provided where it was due.

Gaur egun korporazio gehienen marketin ahaleginen fasea kanal anitzeko ahalegina da. Merkatarientzat zaila da tresnak eta konpainiak orekatzea, menderatzen ikastea eta gero kanalen arteko erantzunak neurtzea. Merkaturatzaileek kanal batzuek beste batzuei mesede egiten dietela aitortzen duten arren, askotan ez dugu aintzat hartzen kanalen oreka eta interaktibitate optimoa. Eskerrak, Google Analytics bezalako plataformek kanal anitzeko elkarrizketen bistaratzea eskaintzen dutela, kanal anitzeko kanpainaren onura zirkularrak, gurutzatutako abantailak eta saturazio abantailen irudi argia eginez.

google-analytics-kanal anitzekoa

It's exciting to see the largest companies in the space like Microsoft, Salesforce, Oracle, SAP, and Adobe making aggressive purchases of marketing tools within the space. Salesforce and Pardot, for example, are a fantastic combination. It only makes sense that a marketing automation system would utilize CRM data and drive the behavioral data back to it for improved retention and acquisition of customers. As these marketing frameworks begin to seamlessly meld with one another, it's going to provide a stream of activity that marketers can adjust on the fly to turn up and down the spigot in the channels they wish. That's very exciting to think about.

Nahiko bide ditugu, ordea. Zenbait enpresa harrigarri jadanik iragarpen oldarkorrean garatzen ari dira analytics kanal bateko aldaketak bihurketa orokorretan nola eragingo duen jakiteko datu zehatzak emango dituzten ereduak. Kanal anitzekoa, iragarlea analytics are going to be key to every marketer's toolkit so they understand what and how to leverage each of the tools within it.

Right now, we still work with many companies that are struggling. While we often share and discuss highly sophisticated campaigns, many companies are still enlisting batch and blast weekly campaigns without personalization, without segmentation, without triggers, and without multi-step, multi-channel drip marketing campaigns. In fact, the majority of companies don't even have an email that's easy to read on a mobile device.

I speak about email since it's the linchpin of every online marketing strategy. If you're doing search, you need folks to subscribe if they're not going to convert. If you're doing content strategies, you need folks to subscribe so that you can get them to return. If you're doing retention, you need to continue providing value by educating and communicating with your clients. If you're on social media, you need to receive notifications of engagement. If you're using video, you need to notify your audience when you publish. I'm still amazed at the number of companies that don't have an active email strategy.

So where are we? The technology has accelerated and is moving faster than the adoption. Companies continue to focus on filling the funnel instead of recognizing the distinct paths to engagement that customers actually take. Vendors continue to fight for percentages of the marketer's budget that they may not deserve given the cross-channel impact of their platform. Marketers continue to struggle with the human, technical, and monetary resources they need to succeed.

We're getting there, though. And the frameworks that the larger corporations are establishing and the likes are going to help us move the needle effectively, efficiently, and faster.

5 Comments

  1. 1

    Nire ustez, enpresek elkarreragin guztiak beren ikusleentzako harremanetarako puntu gisa tratatu beharko lituzketela uste dut. Modu sinplean esanda, kanal guztiak ez dira berdinak eta bakoitzak esperientzia mota desberdina eskaintzen du. Akatsik handiena mezu guztietan kohesiorik edo txarrena gabe argitaratzea da, zure bezeroei ahalmena emango dien balioa eman gabe.

    • 2

      @seventhman: puntu sendoa. Erabiltzailea nola dagoen eta zergatik dagoen gailuan edo pantailan ulertu gabe ez da gehiegizkoa. Twitterrekin eta Facebookekin aurkitzen dut hori. Bakoitzean argitaratzen eta sustatzen ditugun arren, Facebook elkarrizketa gehiago da Twitter, aldiz, iragarki taula bat den bitartean.

  2. 3
  3. 5

Zer deritzozu?

Gune honek Akismet-ek spam erabiltzen du. Ikasi zure iruzkina nola prozesatu den.