When consumers are not on Facebook, they are probably on Twitter, Instagram or LinkedIn. They are constantly online. This is the reality today and marketers have adjusted by jumping into the ‘digital transformation’ bandwagon to keep pace with their consumers at every stage of their journey.
https://www.martechadvisor.com/articles/web-contentexperience-management/are-consumer-insights-and-behavior-transforming-marketing-and-creativity/
I had the honor of writing the forward to the book "The Digital Helix" by Michael Gale and Chris Aarons coming out in October on the steps leadership must take to successfully manage large, complex organizations through the changes required by digital transformation. The following offers a perspective from book author Michael Gale on Digital Transformation and the rise of AI and automation in marketing:
https://www.forbes.com/sites/brucerogers/2017/08/28/is-digital-the-end-of-humans-in-marketing/#52fe8c306be4/
Over the past few years, I’ve been lucky enough to travel to many different places: in most European countries, in the US, in Brazil, in the Middle East, in India, in Indonesia, and very recently in Japan and Thailand. The digital revolution is happening all over the world and it’s fascinating to see how it’s changing people’s habits. In particular, mobile is a game changer in most economies and this will only accelerate. According to Forrester data, the smartphone unique subscriber base will pass the three billion mark for the first time ever in 2018, representing 54% of the total population!
https://www.forbes.com/sites/forrester/2017/09/13/the-global-digital-marketing-gap/#34c5f47c158f/
The rapid rise of online and mobile retail sales has opened up a new market for payments companies to pursue, and is also creating a new generation of online payment providers called gateways, which act essentially as the online version of an in-store payment terminal.
Companies like Braintree, Adyen, and Worldpay help process online transactions, which are growing much more rapidly than in-store sales.
Payment gateways specifically stand to benefit from the rapid growth of the online processing market, worth an estimated $10.7 billion this year, even though their revenue is a very small slice of the total. BI Intelligence, Business Insider's premium research service, estimates that the US online processing market will increase at a five-year CAGR of 13% to $17.5 billion by 2020, driven by the increase in online shopping volume.
http://www.businessinsider.com/the-payment-gateways-report-examining-the-next-generation-of-payment-providers-competing-in-the-burgeoning-digital-commerce-market-2016-8/
Enterprises are investing heavily in the digital customer experiences they serve to consumers.
Yet there’s still plenty of confusion around what constitutes a good digital experience. The fact that 75 percent of brands do not know what engagement means — yet are still measuring it — underlines this confusion.
By taking action without the right knowledge in hand, brands fall into pitfalls such as focusing on enhancing only very narrow areas of their digital presence, leaving their broader digital presence needlessly fragmented and complicated.
http://www.cmswire.com/digital-experience/how-do-you-define-dx-project-success/
The more autonomy and ownership employees have, the more motivated they’ll be.
However, how can exactly managers achieve this?
Managers must give advice that fuels motivation, rather than draining it. Keep these seven tips in mind:
https://www.ragan.com/Main/Articles/52822.aspx/
Facebook is attempting to understand why users hide ads in order to better focus content and remove inappropriate or offensive ads. Users of the social network have long been able to hide any story in their newsfeed, including ads, by clicking “I Don’t Want to See This” at the top right of the story. But the updated feature will take the “hide ad” action a step further by asking users why they didn’t want to see the ad. If a user says that the content was irrelevant then Facebook will attempt to better target future ads. But if an ad is flagged as offensive or inappropriate, the company will show it to fewer people.
The move is thought to be a “beneficial” one for advertisers who use Facebook to build relationships and preference, according to Gary Stein, senior vice president of strategy and planning at iCrossing, adding that he believes it will “ultimately create value”. On the other hand, if an advertiser is simply trying to get as many ads out to as many people as possible, relevance-be-damned, then they may be “somewhat disappointed” by this, he says.
https://www.clickz.com/facebook-asks-for-user-feedback-on-ads/29665/
The average customer visits dozens of websites in a single session, yet marketers typically only have visibility over one of them: their own.
A few years ago, this might have been enough. A typical campaign might consist of three elements: an advert for building awareness among a target audience, a landing page with the brand’s value proposition (acting as a click-through destination from the ad), and a checkout page to register conversions from the landing page.
But the online customer journey in 2017 is incredibly complex, with dozens of different touchpoints and channels influencing the ultimate decision to purchase from a brand. This makes using a brand’s own website to track customer behavior akin to using a last-touch attribution model: it can never provide the complete picture.
So how can marketers gain visibility over everything that customers do when not on their site?
https://www.clickz.com/using-clickstream-data-to-know-your-customers-entire-online-journey/112816/
The ubiquity of virtual assistants like Siri, Cortana and Alexa, together with improvements in technology, has led to an uptick in voice search queries. For businesses that rely on local search traffic, this has important ramifications for their strategy.
So how can businesses ensure they aren’t left behind when it comes to local search?
https://www.clickz.com/what-does-voice-search-mean-for-your-local-seo-strategy/110541/
With an ROI of 122%, email is one of the most effective marketing channels. But in order to reap the benefits, marketers must ensure their campaigns reach their intended recipients.
To help brands overcome the challenges that stand in the way of optimal inboxing, Yes Lifecycle Marketing has developed this deliverability guide focusing on:
-the building blocks of deliverability.
-six strategies to maintaining a clean subscriber list.
-eight steps to improving inboxing rates.
Visit Digital Marketing Depot to download “Email Deliverability Guide: Making It to the Subscriber Inbox.”
http://searchengineland.com/email-deliverability-making-inbox-278185/
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