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Advanced Marketing (Subject) / Microsoft Conference (Lesson)
- Steps to AOM l Always-on marketing Inputs: Organized teams Curate: Find the right, good content for the audience Automate: too much data for human 1. Organize for Agile Marketing foundation for a more fluid planning and development approach that moves away from campaign planning to agile teams that can reactin time and launch marketing programs 2. Align with the journey l Align to the consumer lifecycle and deliver the right content in the right place, at the right time, to the right person 3. Invest in Brand Storytelling l Invest in creation of teams that act like a newsroom to curate brand stories that are relevant to the audience 4. Automate l Build systems to integrate real-time social graph data with traditional segmentation to better understand consumer media usage and personalize content
- Transmedia storytelling The Evolution of Marketing: Marketing is storytelling The power of stories: Content Marketing for Engagement Text, Rational, Information -> Image, Emotion, Story Great brands tell great stories and you are likely to remember the stories even it you don’t buy the product or service Customers need images and need to see more than before Disney, Nike, Starbucks, Virgin Brands are taking on the role of publisher and producer The content journey leads to purchase Allow them different ways to get in touch A whole option with different ways Marketing Systems today have become much more complex but much more customer friendly
- Defintion AOM - Always On Marketing Always on Marketing AOM involves delivering data-driven, content-led experiences across channels and devices in real time. Before the product was the end-point to a consumer. Now it is the starting point.
- Google Global market finder MyBusiness BusinessView Google Partners AdWords (Pay-per-Click, Bidding System) Google Analytics
- The Lean Analytics Cycle Ideas -> Build -> Produce -> Measure -> Data -> Learn -> Ideas ->... people that can do something with data are very demanded.
- Data Based Marketing Funnel: Acquisition -> Activation -> Retention -> Referral -> Revenue
- A/B Testing A/B testing, is testing many versions of an element and define success of each one and choose the best. Test overview: page backgroung
- Video SAS Campaign analysis in real time other channels besides digital are also important importance of what others say need to personalite key difficulty: identify the right tools
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