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How Digital Transformation Can Revolutionise Marketing
I agree that digital transformation has an impact on the whole company, not just on marketing. As there is input and commitment needed from everyone involved in the marketing supply chain (i.e. senior management, IT, HR, data and analytics professionals, advertising agencies, marketing employees), digital transformation needs a companywide strategy and measures.
As the article correctly states, companies have to map their (digital) strategy towards the customers’ needs in each stage of the customer journey. That means companies need to know what their customers need in order to get awareness, how interests can be satisfied through content, how to build desire through communicating value and to drive action by relevant offers.
In my opinion, fast moving shifts in customer’s needs, accompanied by developments of technological possibilities, will be a big challenge for companies. Today it is more and more about interacting with individuals than with the whole target market. That means personalization gets more important and relevant content that targets the needs of each individual. For that, it will be of utmost importance to “create a strategy which aims to observe the behavior of individuals through their unique customer journey and to react accordingly”, as it is said in the article. I would add the factor of time to this sentence, as real-time is getting more and more important – customers don’t want to wait any more.
I agree with the steps, an organization has to take in order to implement digital transformation successfully. Data will be the key in order to know at which stage of the journey the costumer is and how to address her/him in an individual and appropriate way. As there are plenty of digital channels available, marketers must have a high level of control over their channels and set up a channel-oriented communication strategy.
Resource: Econsultancy | Jeff Rajeck
Publication date: 7 July 2017
Get Ahead – The Future of social media marketing
Interesting to read as the article deals with the everchanging Social Media topic as Marketing-tool for companies/advertisers. It is stated that videos in general gain more and more in importance as they better attract consumer’s attention than static pictures. In my opinion, it very much depends on the social media channel and their different target groups. On Facebook, for sure, videos dominate and work very well (this is because users obviously value interaction and entertainment). However, on other platforms, like Pinterest or Instagram, the target group is completely different: aesthetic images and accurately positioned objects transfer beauty, inspiration, emotions and the feeling of “perfect life”. Although Instagram-stories, which mostly are personal short clips, come more and more, I am still skeptical that they would work better for companies than beautiful pictures on their business-Instagram-account.
I agree that endorsements on Social Media can be very helpful in terms of word-of-mouth-propaganda and high customer-reach. However, the new regulation on Instagram, that influencers must clearly mark paid partnerships at the top-end of a post, might have negative impacts on the credibility of the influencer and therefore not be as efficient for companies any more than before.
Another trend mentioned is “marketing integration” and the combination of email- and Social-Media-marketing is highlighted. It is stated that this can have a synergistic relationship for a company, because social media can drive email subscriptions and emails can bring more followers to social channels. Personally, I cannot image that this is effective because I mostly see emails from other businesses or traditional newsletters as Spam which immediately end up in the virtual trash.
Resource: Sammi Caramela
Artificial Intelligence – We’re All Getting Played by Sophia the Robot
It is a ethical question of whether robots can become human and whether Artificial Intelligence can support this process. I think that is also why many people are “afraid” of this topic or just think it is not right to build AI and “play god” in a certain way. However, digitalization and technology develop fast and it is aimed to help solving human problems or increase productivity by robotics and/or AI. This is very impressive and still unbelievable to a certain extent. I think it can be very helpful in several areas and up to a certain point. However, when I first heard about Sophia Robot and the news that she got the Saudi Arabian citizenship, I thought to myself that this is not the right thing and is really frightening (unbiased from the fact that thousands of REAL people are refugees without any nationality). A robot is no human-being, has no mind or feelings and just should not be treated like or have the same rights than living beings. I agree with the author, that AI is not equal to robots and that AI in this case (of Sophia Robot) is misused. Because AI originally has the power to solve complex things and that is great – unless it is combined with human characteristics. That’s why I fully agree that ethical standards should be developed to avoid that creatures like Sophia Robot are strengthened (e.g. in statements like “…my plan to dominate the human race” source: https://www.youtube.com/watch?v=Bg_tJvCA8zw&t=330s).
Resource: by Kriti Sharma
How To Improve Social Media Marketing Strategy And Choose The Best Tool For That
There is no denying that social media is part of the (modern?) world and part of the way companies do marketing. Nearly every one of us is using social media channels, what gives companies the opportunity to generate leads or attract more customers in order to maximize profit.
In my opinion, many companies are virtually hypnotized of the two magic words “social media”. They try to create corporate profiles and spread messages in each social media channel without thinking about an appropriate approach to address their customers. The main problem is that marketers often don’t understand the role of social media marketing and therefore have a problem to create and manage campaigns in a proper way.
I agree that the importance of social network analysis will rise in the next years in order to build an effective strategy for marketing issues and optimize expenses. I also agree that it is highly important to keep an eye on the competitors’ interactions regarding their social media channels. This gives room for own improvement and benchmarking. Nevertheless, in my opinion it is important to not just compare with competitors – it is all about finding own ideas and an incomparable corporate touch in order to get awareness and traffic.
Analytics tools are indispensable in order to measure the effectiveness of posts or whole campaigns. I agree that these tools offer the opportunity to manage social media activities easier and more effective as well as make business more profitable.
Resource: Digital Agency Network | Nataliia Kharchenko
Publication date: 25 November 2017
Social Media is a Game-Changer in the B2B and B2C Customer Journey
Social media is no longer merely about catching up with friends or having a conversation. Nowadays social media is also about commerce. The referrals on social media have influence on more than 70% of purchase decisions in B2C as well as B2B. The article also revealed that we are not only influenced by friends but also by peer reviews, influencer testimonials, posts or videos.
Especially videos are becoming more and more important, which is correct from my point of view because it is the most convenient and simplest way to learn about things or gather information. Furthermore, I agree that most of the purchasing decisions are rather emotional than rational. One good reason therefore is that we make a lot of decisions every day having only little time for each of them. Therefore, the aim of marketers should be to influence the customer at the right time and on the right social media channel to support the customer journey on various stages.
From my own personal experience, I know that you cannot reach every one of your customers with social media. As stated in the article, it is therefore necessary to clearly understand “who is my target group”, “what social media sources do they use?”, “how can I engage them?” and “which content and format to use?”.
In my opinion collecting data and metrics on social media is one important key in order to provide the right content and to drive consumer action. Apart from that I am excited to see and learn how artificial intelligence will fit in and help to get closer to the customer.
All in all social media is probably one of the most important tools to influence and “interrupt” the decisions making of the target group. But we should keep in mind that a “one-size-fits-all approach” is not working, which adds a great deal of complexity to the process.
Resource: EContent | Andrew Martin
Publication date: 14th of December 2017
Digital Marketing Is The Future Of Customer Support
According to the article, creating a positive and easy customer service experience promotes a happier and more loyal customer. I fully agree with this, as usability and especially convenience seem to be the new loyalty in the future. Therefor companies need to think about how to create great content for their users which requires continuously testing and optimizing. With regards to testing the author recommends user experience (UX) and A/B testing. I agree with this think that it is important to quickly test to be able to adapt the content at an early stage while it is still easy to change. By respecting this a lot of money and time can be saved and at the end the content is most probably close to the customer, as his opinion and recommendations have been taken in account regularly.
The challenge of creating content is mainly to adapt to the language of your users, because technical and too specific content can be frustrating for visitors. The article also states that companies need to think about their customers questions. What I consider to be interesting is the fact that this research should be based on real data, not only on what employees think is best for their users. Another interesting finding is that it is sometimes necessary to have a FAQ page and a video channel answering the same questions because some people prefer visual content, others verbal. From my point of view this holds true, but from my own experience it is often difficult to convince superiors from granting a budget for both, while only one of these would be technically speaking enough.
The author puts a lot of focus on responsive web design and I think he is right because from own experience there is nothing more frustrating and unprofessional than a website that you cannot read on your mobile.
Resource: Forbes Agency Council| Jesse Himsworth
Publication date: 25th of October 2017
Accelerating production — the modern digital marketing challenge
Large and middle-sized companies often struggle because of older technology. Years ago, they invested in the technology which no longer solves modern-day innovation challenges. Often just a few people in these companies realize that “digital change” brings challenges rather big chances for the company. Especially for companies which are well established on the market for a long time and have a lot of older employees, where habits are hard to break, it is very difficult to make a digital change. The reason why in new businesses it is easier to realize digital change are the have fewer established structures, processes and technologies. Moreover, the employees are often more openminded to learn new things in diverse ways for example, the young can teach the old.
For me it was very interesting in this article to learn that, if well-established want to become digitally fit they need first be able to understand how large and small business treat innovation differently and it is important to unlearn their legacy digital business structures.
In my opinion it is the truth that a lot of larger companies perform like “operating engines” to minimize the risk of lower revenue, higher costs and regulatory, compliance or security concerns. The point is that if these big and old-fashioned companies don’t take the risk to invest in modern technology they probably will fail because they didn’t adapt to the new technologies. Often these companies also forget to focus on customer needs. They should offer customer tailored services to meet customer needs. Therefore, the company would need modern technology.
There can be already seen the difference to start ups. They aren’t afraid to make mistakes and take risks. They learn from failures and make it better the next time. Moreover, they really focus on customer problems which just a few people understand yet.
Some of the bigger companies would like to move faster in term of digital progression but they even have problems by using dynamic web pages (content changes every time a page is loaded). One chance for bigger companies is to invest in a site factory which is a multi-site platform that delivers and governs many digital experience websites on a global scale. This reliable platform reduces company risk and gives the company the opportunity to focus on business/ business areas which matter regarding the customer needs. The company can also share content, autonomise the website, track personas and start pushing up the conversion rate at a faster pace via a site factory.
Resource: Marketing Tech│Sarah Knight
Why Interactive Content Will Shape the Future of Digital Marketing
Brands aim for engagement of their audience and interest in their content. The content needs to useful and enjoyable for the audience which means not merely content consumption is taking place. Participation of the audience is leading to results and knowledge which are useful to people. This practice enables the company / brand to capture valuable customer data without any hardsell technique. Some also see this as an exchange of values between the marketer and the audience.
In my opinion it is right that the main challenge for the marketer is, to reach the customer because of the vast content which is existing on the market. The content must include exclusivity in value, format or/ and experience that customers draws attention of the content. An appropriate solution is to use interactive content to draw attention and getting heard. Moreover, there can be used specific storytelling tools to approach the audience in advance and gain insights regarding topics they want to test. Companies can also offer insert interactive elements into webinars, reports, speaking presentations and sales pitches. A promising idea is to mixture enriched media, participatory narrative, and visual storytelling sets interactive content apart from the rest.
For me it was very interesting that there should be established a relationship with the key decision maker through elements of fun in interactive content, their ultimate search is for answers, solutions, and information for better decision making in B2B.
Moreover, often traditional approaches like making conversion aren’t enough anymore. So, a lot of B2B marketers are now choosing the way of interactive content which is gets more popular because of its timeliness and speed. Furthermore, the interactive content in the B2B buyer’s journey emerges a new opportunity of data collection, engagement and behavioral insight at every stage.
Resource: MarTech Advisor│Abhinandan Ghosh
Social Media is Becoming the Dominant Form of Travel and Attraction Recommendations. Or is it?
I strongly agree with this article about the strength of social media platforms in terms of travelling. Social Media is influencing us in all dimensions and it becomes even a bigger part if you need some inspirations for your next journey. Currently many tourism providers work together with bloggers and fly them to the nicest places on earth. It is not only about the unique experience; it`s about sharing and telling about the countries. The tourism providers are more passive. Nonetheless a recommendation from family and friends is worth even more but the promotion via Social Media can be impulse or an inspiration to visit a country or region. (Four out of five holiday goers trusting recommendations from friends and family and two-thirds of respondents trusting review sites such as Trip Advisor. )
As the article stated is the age of the target group important for your Social Media strategy. The highest impact does Social Media have on young generations, as they are mainly using Instagram, Twitter,…
On the other hand I agree, that Social Media is dominant in terms of sharing negative publicity. The spread of a negative comment on the internet is way worse that just telling your friends about the bad experiences you have made. Companies can only solve complaints by reaching out directly to the complainant. Three out of five people would till consider the destination.
It is all about the communication within the brands and how they communicate with their customers. (if they reach out directly to them or not) As well as let customers share their honest travelling experiences and opinions.
Resource: Clare Chamberlain
Date: 8 September 2017
How Millennial Marketing Is Changing The Future Of B2B
It is all about fast pace and self-promotion online! I agree with this article as the author did understand the needs of the Millennial Generation. Everything needs to be visual, fast and easy to understand. (For example attention spans are only 8 seconds long.) It is not only important for companies to understand that the Millennials do prefer watching videos instead of reading newspapers. It is also important to implement other aids like hashtags. Some campaign in 2017 managed to create a “moment” with their hashtags. For example the #metoo campaign which fights against harassment & assault. Mainly driven by the scandal about Harvey Weinstein. This is not in terms of B2B business but it shows the influence of Social Media and this is what B2B business can learn from and to leverage its power.
In my opinion B2B identifies now the potential of Influencer Marketing. First the influencer needs to fit to the brand and second they need to be trustful. The community of an influencer can be millions of people which take a look at their pictures, videos or articles. They can influence a way more people than traditional advertising. (Sure depends on your product & target group)
But this development even more frightens myself. Where does this lead to?!
Resource: Forbes I Kate Talbot
Date: 18 January 2018
5 Predictions for Social Media Marketing on LinkedIn in 2018
LinkedIn is one of the most popular social networking sites designed for the business community. It is the goal of the site to allow registered members to establish networks and (maybe) look for career opportunities. In my opinion, it is one of the most difficult tasks for this network to keep the interaction level of its members high and to provide relevant content to its users. As soon as the career question is resolved, the interest of the private members in the network is decreasing and member profiles might become inactive. Another challenging aspect is the trend towards the ‘sliding network’ which has already reached the Facebook community. This means that members are not truly reading or producing content anymore but only scan the page switching from picture to video. In order to trigger true interaction of members (and keeping member profiles active and interesting to companies), LinkedIn needs to offer additional tools that focus on interactivity and improvement of relevant content.
One of the most interesting plans of the company is to focus on video deployment. It is said that the community eventually is also looking to fund its own content programming for business aims that would give the audience more reason to stay in the app. In my opinion, this idea could create additional value to the users (private and professional) as they get the opportunity to use this (modern) kind of media for their employment processes. HR Departments and candidates for example would be able to record their own exclusive video sequence on the LinkedIn App and add it to their profiles. Another possible direction in this section represents the idea of an exclusive, self-owned LinkedIn original show for career chances, like the American ‘Shark Tank TV Show’ where entrepreneurs present their companies to investors (source: https://www.theinformation.com/linkedin-may-consider-developing-original-shows?eu=E6jhUbvK0osIfzBOaMHKGw). This kind of format would generate native content with additional value to the members and the companies.
In my opinion, this is absolutely the right direction to go for a professional network like LinkedIn in order to improve interaction and usage of the network. We can be curious about the developments in 2018 – and the new deployment of moving images.
Resource: Social Media Today | Andrew Hutchinson
Date: Oct. 27, 2017
Virtual Networking, the Future Social Media
The article is about virtual reality and social media. I agree with the basic argument that social media platforms represent already some kind of VR because member profiles can leave boring or negative things out or add something interesting that does not exist in the real world. This means that the virtual version of oneself is not representing exactly us but a better copy that will even be improved in the future.
Facebook, as one of the most important social media platforms, for example purchased Oculus Rift, one of the world’s leading virtual reality companies, in 2014 and recently launched a social virtual reality app. This represents the overall trend of the digital world to become real-time interaction platforms via 360 degrees videos or live streaming functions. I also agree that VR will take communication via social media to the next level where people can virtually meet up with friends and communicate in a realistic way. This would have the benefit that the virtual world very much looks like the real world with the difference that you can be whoever you want and do whatever you like.
Interesting is also the outlook that talks about the creation of a much greater virtual reality than we know the real one. Designers already develop VR with real emotional reactions – if this happens, what would then be the difference between the virtual and the realistic world? People could tend to spend more time in VR than in the real world. As far as social media is concerned, we can expect to see the integration of VR and a stunning approach of virtual and realistic worlds in the near future which will revolutionize the way we socialize on networks.
Source: NNN Next Nature Net | Megan Ray Nichols
Date: Aug. 28, 2017
Social Media And Content Marketing Trends That Will Shape 2018
Social media provides lots of chances for smaller businesses to make successful marketing with small budgets since so many people use at least one social media channel somehow. However, it must not be taken easily and without a clear strategy behind it as this can bring more harm to the company than it helps in finding new prospects and improve the overall result.
The article first focuses on challenges a company needs to manage when being active in social media. The world changes faster and faster, new possibilities emerge on a regular basis. For businesses, it is very difficult to keep up and remain informed, especially if the company is small and has not enough resources for marketing trends and research. Moreover, the right channels and ways to communicate need to be identified to use social media channels effectively. In addition, social media channels are full of marketing posts and (potential) customers are overloaded with information. It is very hard to identify ways to be kept in customers’ minds. I can fully agree with all those points mentioned by the article both, from the side of a customer as well as from the marketeer’s position. Being successful in all social media channels is nearly impossible and hard to manage. Therefore, companies should identify 2 or 3 channels which suit to their branch, their business etc. Also, there is only a thin line between overloading the customers and being forgotten due to rare appearance. Companies have to spend a considerable amount of time in creating a convenient social media marketing strategy.
In my opinion, it is because of these challenges that several trends in social media marketing emerge. First, it becomes more important to monitor the competitors in regards of their social media activities. Since it has an interactive character, it can bring lots of information about the competitors’ customers. Second, influencers play a big role as their opinion is more believed in than in classic advertisements. Generation Z is becoming a more important target group since they start into their business careers and have grown up with these modern ways of communication. The last point is the increasing importance of mobile-ready content since social media is used very often over mobile phones.
Resource: Forbes, by Natalie Norcross
Facebook doesn’t like what it sees when it looks in the mirror
When social media platforms like Facebook came up, a new era of interaction began. Long time, the social media companies have not felt responsible for the contents shared on their platforms. Some opinions even claimed that negative input has to be accepted if the positive one is desired.
However, it seems that some changes are planned to happen in 2018. M. Zuckerberg stated that the focus of Facebook lies on the people’s well-being. For this reason, public content will be reduced while personal content will increase in importance. This will be done by algorithms to sort out the most important contents for each individual which are based on personal data of each user. The overall goals are “advancing human potential” and “promoting equality”.
In my opinion, the way of getting informed on a special topic became much easier with the availability of social media platforms. Also, different opinions of experts or simple users can be collected before making a decision. It is clear that this does not come without any disadvantages. Of course, some people use social media channels for publishing harmful content. It is a step into the right direction that social media platforms try to avoid/delete those posts and comments. However, I think that it could be done much better if taken more seriously. Those huge companies with enormous amounts of resources became experts in collecting personal data to use it for their own advantages. I think that they would be able to establish some sort of filter/algorithm to minimize the amount of negative comments. Let’s hope that 2018 will bring some changes into the right direction.
Resource: NY Times, by Noam Cohen
How Artificial Intelligence Can Transform the Digital Out-of-Home Marketplace
While artificial intelligence is having a huge impact on the digital world of marketing, few marketers recently showed how to incorporate this technology also into the offline world. A very popular example is Amazon going offline now. By opening physical stores that are optimizing on the shopping experience, Amazon tries to figure out how to leverage technology to make the offline experience better.
I think that AI is a very important contemporary across online as well as offline marketing activities. All the customer information gathered can be helpful for marketers to measure ROI of their marketing efforts, to understand what customers are looking for and moreover why they might be looking for it. To come back to the articles topic, directing attention also to the offline touchpoints – by using digital purposes for optimizing on these – is quite reasonable when we look to the percentage of shopping that happens online.
Compared to offline shopping it is quite a small percentage, everything else still happens offline. People enjoy going somewhere and trying out on offers instead of just having an online touchpoint. Even though each is supporting the other when it comes to creating value for the customer. To sum up I really like the idea of using AI also for the offline shopping experience, since there is room for improvement on individualizing the shopping experience and make it even more enjoyable
Resource: eMarketer Inc., CEO Omer Golan
Can dynamic pricing be a headache for brands?
As many big brands try to get supported by a new online shop like amazon.com – where they expect quite a mass of customers – they also need to be aware of the negative effects, that might occur and be impacting their brands. One of the most debatable aspects when having a strong brand and being selling through third partners like Amazon, is the pricing on such marketplaces. Of course, as everyone knows, Amazon pricing is based on a somewhat clandestine algorithm. There can’t be price tags on these products as the cost might change at any moment.
In my point of view companies, that own a strong brand should anyway consider twice going on marketplaces like Amazon just for branding purposes. The biggest problem that brands need to make sure not to lose is trust. But still success in retail demands that it´s nurtured somehow and dynamic pricing is adding this trust a risk.
For me as a quite strong online shopper, I do not want to see something that I just bought suddenly drop in price. This is what in my opinion should not happen to big brands (like Calvin Klein e.g.), as they should stand for quality and uniqueness. These aspects are justifying the stable prices (full price selling) of such brands and should not be impacted by dynamic pricing issues.
Resource: Econsultancy.com, Limited., by Andrew Watts
The Most Significant Social Media Marketing Trends for 2018
Great overview over the new Social Media Marketing Trends for 2018, followed by trends from 2017. The entire article is dealing with new technologies/Trends which have or will have the enormous impact on every Social Media Network in 2018.
Unimaginable is nowadays to have no video content on your Social Media page. Appealing Content Marketing which is getting different and more exciting to users is already seen over Facebooks’ 360-video, Live Video, Life stage or Instagram’s Live Stories and 60-Second Videos. In other words, dynamic instead boring one, static content, will be strong differentiation tool. The same difference will be achieved with Real ChatBots for Better Customer Relation Management. With ever growing number of mobile users, mobile sales marketing over Social Media came in the game. Personalized content (New Newsfeed of Facebook or Tweeter) will give your audience more room to choose and interact with the content they want and not just with a content which is imposed.
Even though I am a type of customer which likes to talk to person about some service or product, in era of digital marketing with ever rising number of different customer segments, automatization is the only way which would work. Simply, human beings cannot be non-stop available to answer to all requests. Though, in my modest opinion, no artificial process could ever replace the communication between 2 people.
Rising number of new Social Networks and popularity of networks which are pioneers, are nowdays followed by impact of Influecers. With insane influence on the public opinion, that their popularity would not fade away any time soon. Facebook was among the first who recognized the role of Influencer Marketing. According to this article, conversion rate is at least 10x bigger with the right Influencers. Only Facebook itself pays over $2M dollars to top influencers to produce live content in order to develop a loyal group of followers. No doubt, smart business move which brought this Social Network to the top.
I personally expect to see more and more live videos from Influencers in the following year. Beside this catchy trends, virtual reality or artificial intelligence are some of many options which we can expect to see on Social Media in 2018 and in years to come. Revolution has begun!
Resource: DreamGrow, by Sumit Ghosh
Date: Published December 14th, 2017 · Updated January 8th, 2018
New Year, New Strategy: How to Audit Your Social Media Marketing Campaign
At the very first beginning the author of the article pointed out to which points should each marketer pay attention to regarding review (audit) of achieved results in Social Media Marketing Campaigns. I believe that this sort of audit should be done quarterly or monthly, because of speeding trends which are hitting Social Media. Auditing past activities and estimating future ones is MUST. I agree totally with fact stated that Follower growth, Click-throughs, Engagements and, of course, Budget are the most usefull statistics in this entire process of auditing.
But what is actually considered good result here? On one hand, having the same number of followers is good but does not mean necessarily success, even though many marketers don’t share that opinion. Why? Well, it can mean only one – you are not interesting to you target group anymore. You are being constant, without seeking for new ways how to reach your customers and attract new ones. As soon someone else gets more interesting (who is willing to experiment), those who are static will change their direction towards new stuff because of curiosity. So, another MUST would be constant improvement. On the other hand, bad results in Social Media Marketing Campaigns could be result of new competition, publication frequency, new (but poor) strategies, support and brand changes. I agree totally with author that each single variable here can have double meaning and tendency to go from positive to negative impact on gained target groups or even worse, new audience. Bad word-of-mouth is something which a good marketer should avoid. Social Media news are spreading so fast that reputation of any brand could be destroyed within a minute, unless there is someone who is controlling the process in order not to allow such a situation.
In my opinion if entire strategy is riding on a single type of content, or a single Social Media platform, brilliant success of campaign cannot be expected. The same strategy through years, unexplored channels and tactics combined with bad market research will be reflected through bad yearly results of Campaign(s).
And just like Benjamin Franklin said “By failing to prepare, you are preparing to fail.”
Resource: Forbes ¦ Jayson DeMers
Date: January the 3rd, 2018
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