Marketing Automation Revolution

Grzegorz Błażewicz

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ISBN/ISSN:

978-83-01-19538-0

DOI:

Wydawnictwo:

Wydawnictwo Naukowe PWN

Rok wydania:

2017

Liczba stron:

175

XML:ISBN/ISSN:

ONIX MARC21

Bibliografia:

Błażewicz, Grzegorz. Marketing Automation Revolution. Red. . Warszawa: Wydawnictwo Naukowe PWN, 2017, 175 s. ISBN 978-83-01-19538-0

Bibliografia refWorks:

RT Book, Whole

SR Electronic(1)

A1 Błażewicz, G.

T1 Marketing Automation Revolution

PB Wydawnictwo Naukowe PWN

PP Warszawa

YR 2017

SN 978-83-01-19538-0

Bibliografia BibTex:

@Book{ 186358, author = "Błażewicz, Grzegorz", editor = "", title = "Marketing Automation Revolution", publisher = "Wydawnictwo Naukowe PWN", year = "2017", address = "Warszawa", isbn = "978-83-01-19538-0" }

Bibliografia endNote:

TY - BOOK

AU - Błażewicz, Grzegorz

ED -

TI - Marketing Automation Revolution

PB - Wydawnictwo Naukowe PWN

CY - Warszawa

PY - 2017

SN - 978-83-01-19538-0

ER -

Netografia (standard APA):

Błażewicz, Grzegorz. Marketing Automation Revolution [baza danych online] Warszawa: Wydawnictwo Naukowe PWN, 2017 [dostęp: 28 04 2024]. Dostęp w Ibuk Libra: https://libra.ibuk.pl/reader/marketing-automation-revolution-grzegorz-blazewicz-186358.

technologie mobilne, Big Data, Marketing Automation, automatyzacja marketingu, marketing online

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 p...

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ISBN/ISSN:

978-83-01-19538-0

DOI:

Wydawnictwo:

Wydawnictwo Naukowe PWN

Rok wydania:

2017

Liczba stron:

175

XML:ISBN/ISSN:

ONIX MARC21

Introduction THE PHILOSOPHY OF MARKETING AUTOMATION10
Changing marketing12
Enchanted by the marketing wizards13
Excuse my French, “artist’s shit”14
There is no remedy and there never will be14
New marketer and the new school of marketing15
Who is this book for and how to use it17
Part I NEW TERMS18
1. The meaning of Big Data revolution20
More and more information20
Why Google knows best20
Correlation instead of causation21
Everything is data21
Algorithm will pick a TV series and a playlist for you22
Data as corporate capital23
2. New consumer24
Independence24
Prosumers and their habits25
Mobility26
What do marketers think about this?28
The role of apps29
Appification30
The ROPO Effect and showrooming: why do customers migrate between channels?32
The Internet of Things34
Two seemingly contradictory trends in consumer behavior35
Digital traces and why customers leave their data36
Digital body language37
Information constituting the digital body language38
Building models: customers’ shopping journeys and buyer persona39
The superiority of consumer behavior analysis over other ways of acquiring knowledge40
3. New marketer42
Inbound vs. outbound42
Romantic and pragmatic43
Scientific approach44
HADI cycles, i.e. lessons from a strip club46
Changing the concept of a campaign47
Predictive marketing48
Disproportion between theory and practice50
Why can’t marketers cooperate with sellers (and why they should)?51
4. New seller53
Mixer and a time machine53
Who trusts sellers?53
Atlassian and other B2B absurdities54
Adjusting to context55
Tesla Motors – say goodbye to your car dealer55
Part II MARKETING AUTOMATION AND BIG DATA REDEFINE THE MARKETING YOU KNOW57
1. Traditional 4P59
2. Guidance for people choosing their marketing automation platform60
3. Lead leaking62
4. The role of education in the shopping process63
5. Content marketing with marketing automation65
Ideal content marketing supported by automation65
How to connect content marketing with marketing automation?66
The symptoms of the lack of balance between the production of content and automation66
6. New approach towards e-mail marketing68
The power of e-mail marketing – a lesson from Barack Obama68
What did Jacob Payne know? – About communication fatigue68
This does not concern me!69
Stop associating e-mail marketing with newsletters, or wear your customer to death70
Personalized e-mails71
1-to-1 messages72
7. Loyalty programs73
Become the director of the Loyalty Dept73
New and existing customers73
What is loyalty, and can customers be loyal?74
Customer lifetime value: think about your customer in terms of the entire relation, not in terms of separate transactions75
RFM76
The concept of loyalty76
8. Mobile channel78
Apps as a marketing tool78
Mobile marketing automation79
Part III PRACTICAL RECOMMENDATIONS82
1. Creating a buyer persona84
The application of personas84
What is a persona?84
Building a persona: initial remarks85
Questions regarding building a buyer persona for B2B86
Questions regarding building a buyer persona for B2C86
Important rules87
Where to acquire information from?87
2. Contact monitoring and management via CRM89
Collecting user data89
Scoring91
3. Lead acquisition92
Contact forms that actually work92
Your customer Pinocchio: progressive profiling vs. incorrect data in forms94
How long should the form be?96
Lead acquisition through gated content or bonuses97
4. E-mail marketing99
Hygiene of your database99
Customer segmentation100
Regular database clean ups100
Autoresponders and dynamic messages101
Welcoming messages102
Increasing basket value106
E-mails increasing the level of engagement107
Birthday e-mails108
E-mails to save abandoned shopping baskets in e-commerce109
Reactivation e-mails109
5. Lead nurturing113
Before you prepare a “lead nurturing” program113
Stages of lead nurturing113
Multichannel campaigns114
Themed campaigns addressed to existing customers115
Lead recycling118
Lead nurturing for employees119
Benefits of lead nurturing and how to measure them120
6. Website marketing121
The increasing role of recommendation engines121
7. Personalizing your WWW site123
Examples: dynamic sets and widgets with recommended offer124
8. Sales126
Cold calling126
Alerts in marketing automation129
Identifying shopping readiness129
The meaning of social media for sales130
9. Retention131
Actions addressed to loyal customers131
Loyalty programs with the use of marketing automation132
The use of mobile channels in loyalty programs132
Marketing automation as a form of support for customer service133
10. Social media134
Pros and cons of social media in business134
The whole Facebook is the same135
Ground rule: no social media platform can serve as your primary communication tool136
Setting goals: integration with marketing automation136
Ad personalization on Facebook with the use of custom audiences and marketing automation platform137
Social media automation137
Engage your employees138
11. Mobile140
Mobile CRM and notification personalization140
Push notifications140
Don’t forget text messaging!141
M-commerce142
Online addressing – offline gap: the ROPO effect144
12. Marketing analytics146
KPI146
Trends in analytical activities: the directions of development149
A/B testing151
13. Guidance for people choosing their marketing automation platform154
Marketing automation myths154
How to choose a marketing automation platform?156
When marketing automation should be deployed?156
How to use a marketing automation platform?158
Marketing automation solutions for B2B159
Marketing automation solutions for B2C and e-commerce160
Summary166
Bibliography170

Changingmarketing

WhenIcametoNewYorkformyfirstinternshipwithamarketingagencyalmost20years

ago,Ididn’tthinkthatmywholelifewouldrevolvearoundmarketing.Firsttenyearswasa

periodofgainingexperience,andthelatterten–astruggletoturnmarketingdepartment

intoanimportantelementofanycompany.Thelifeofmarketersisfullofcontradictions.

Intheory,marketingisawonderful,comprehensiveareaofknowledge,butinpractice,it

createsmistrust.

IntheresearchbyFournaise,asmanyas80%ofexecutiveshavedeclaredthatthey

don’ttrustmarketersandthey’renotsatisfiedwiththeworkdonebymarketers

.In

turn,inAdobe’ssurvey,therespondentshavedeclaredthattheprofessionofmarket-

erisoneoftheleastvaluableandproductive,puttingmarketersinlinewithactorsand

dancers

.Evenpeopleworkinginthisprofessionhavemixedfeelingsabouttheirwork.

AccordingtotheDigiDayresearch,78%ofmarketersclaimthattheirworkgivesthem

satisfaction,andyetasmanyastwothirdsplantochangetheirprofessionoverthenext

twoyears3.Interestingly,theauthorsofthereportentitledTheFallandRiseoftheCMO4

pointoutthatonaverageaChiefMarketingOfficerholdshisorherpositionfor28months

–lessthane.g.aCEO(54months)ormembersoftheboard.Descriptionsoftheroleand

function(andconsequentlythescopeofexpectationsandresponsibilities)noticeablydiffer

amongcompanies.Inotherwords,CMOs’situationisfarmoreunstablecomparedtothe

restofemployees:theirresponsibilitiesarechangeable,andtheeffectsofworkaredifficult

topinpoint.

Ifnotforacoincidence,mostprobablyIwouldn’tbeinthesituationIamintoday.After

fouryearsofworkingasaCMOinComarch,despitedecentresults,Iwasupagainstawall

intermsofdevelopmentopportunities,andIwasconvincedbyheadhunterstochangemy

job.Igotonaplanetoacitywheretheheadquartersofoneoftheglobalconsultingcom-

panieswaslocated,andIwasabouttobecometheirnewChiefofMarketing.Unfortunately,

onboardImetmythenpresident–professorJanuszFilipiak,towhomIhadtoldtheday

beforethatIwouldbeabsentduetofamilymatters.Eventually,Ididnotchangemyjob,but

1Researchof2012,https://www.fournaisegroup.com/CEOs-Do-Not-Trust-Marketers/.

2See:https://www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Online_Advertising.pdf.

3See:http://digiday.com/partners/digital-marketers-love-and-hate-their-jobs/.

4See:TheFallandRiseofCMO,http://www.strategy-business.com/article/04406?gko=e5561;compare:

.Kotler,K.L.Keller,Marketing,Ed.XIV

,translatedbyM.Zawiślak,J.Środa,Poznan,2012,pp.17.

Introduction.ThePhilosophyofMarketingAutomation

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