ebook Marketing Automation Revolution Grzegorz Błażewicz

Wydawca: Wydawnictwo Naukowe PWN

Rok wydania: 2017

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 pages, in mobile apps, maps, or transaction systems. All this has resulted in redefining the role of marketing, and placed remarkable challenges before marketers, the solving of which requires not only appropriate technologies, but also a new kind of knowledge.
The book leads the reader through the innovative technology of online marketing in the following areas:
• collecting and processing large amounts of user data,
• delivering personalized messages across all channels in real time,
• process automation,
• improving communication between marketing and sales departments.
This publication was illustrated with examples of various implementations, and as such, it should be a valuable source of information for marketers looking for a guidance regarding marketing automation technologies.

Spis treści ebooka Marketing Automation Revolution

Introduction THE PHILOSOPHY OF MARKETING AUTOMATION 9
Changing marketing 11
Enchanted by the marketing wizards 12
Excuse my French, “artist’s shit” 13
There is no remedy and there never will be 13
New marketer and the new school of marketing 14
Who is this book for and how to use it 16

Part I NEW TERMS 17

1. The meaning of Big Data revolution 19
Why Google knows best 19
More and more information 19
Correlation instead of causation 20
Everything is data 20
Algorithm will pick a TV series and a playlist for you 21
Data as corporate capital 22

2. New consumer 23
Independence 23
Prosumers and their habits 24
Mobility 25
What do marketers think about this? 27
The role of apps 28
Appification 29
The ROPO Effect and showrooming: why do customers migrate between channels? 31
The Internet of Things 33
Two seemingly contradictory trends in consumer behavior 34
Digital traces and why customers leave their data 35
Digital body language 36
Information constituting the digital body language 37
Building models: customers’ shopping journeys and buyer persona 38
The superiority of consumer behavior analysis over other ways of acquiring knowledge 39

3. New marketer 41
Inbound vs. outbound 41
Romantic and pragmatic 42
Scientific approach 43
HADI cycles, i.e. lessons from a strip club 45
Changing the concept of a campaign 46
Predictive marketing 47
Disproportion between theory and practice 49
Why can’t marketers cooperate with sellers (and why they should)? 50

4. New seller 52
Who trusts sellers? 52
Mixer and a time machine 52
Atlassian and other B2B absurdities 53
Tesla Motors – say goodbye to your car dealer 54
Adjusting to context 54

Part II MARKETING AUTOMATION AND BIG DATA REDEFINE THE MARKETING YOU KNOW 56

1. Traditional 4P 58
2. Guidance for people choosing their marketing automation platform 59
3. Lead leaking 61
4. The role of education in the shopping process 62
5. Content marketing with marketing automation 64
Ideal content marketing supported by automation 64
The symptoms of the lack of balance between the production of content and automation 65
How to connect content marketing with marketing automation? 65

6. New approach towards e-mail marketing 67
The power of e-mail marketing – a lesson from Barack Obama 67
What did Jacob Payne know? – About communication fatigue 67
This does not concern me! 68
Stop associating e-mail marketing with newsletters, or wear your customer to death 69
Personalized e-mails 70
1-to-1 messages 71

7. Loyalty programs 72
New and existing customers 72
Become the director of the Loyalty Dept. 72
What is loyalty, and can customers be loyal? 73
Customer lifetime value: think about your customer in terms of the entire relation, not in terms of separate transactions 74
RFM 75
The concept of loyalty 75

8. Mobile channel 77
Apps as a marketing tool 77
Mobile marketing automation 78

Part III PRACTICAL RECOMMENDATIONS 81

1. Creating a buyer persona 83
What is a persona? 83
The application of personas 83
Building a persona: initial remarks 84
Questions regarding building a buyer persona for B2B 85
Questions regarding building a buyer persona for B2C 85
Where to acquire information from? 86
Important rules 86

2. Contact monitoring and management via CRM 88
Collecting user data 88
Scoring 90

3. Lead acquisition 91
Contact forms that actually work 91
Your customer Pinocchio: progressive profiling vs. incorrect data in forms 93
How long should the form be? 95
Lead acquisition through gated content or bonuses 96

4. E-mail marketing 98
Hygiene of your database 98
Regular database clean ups 99
Customer segmentation 99
Autoresponders and dynamic messages 100
Welcoming messages 101
Increasing basket value 105
E-mails increasing the level of engagement 106
Birthday e-mails 107
Reactivation e-mails 108
E-mails to save abandoned shopping baskets in e-commerce 108

5. Lead nurturing 112
Before you prepare a “lead nurturing” program 112
Stages of lead nurturing 112
Multichannel campaigns 113
Themed campaigns addressed to existing customers 114
Lead recycling 117
Lead nurturing for employees 118
Benefits of lead nurturing and how to measure them 119

6. Website marketing 120
The increasing role of recommendation engines 120

7. Personalizing your WWW site 122
Examples: dynamic sets and widgets with recommended offer 123

8. Sales 125
Cold calling 125
Identifying shopping readiness 128
Alerts in marketing automation 128
The meaning of social media for sales 129

9. Retention 130
Actions addressed to loyal customers 130
Loyalty programs with the use of marketing automation 131
The use of mobile channels in loyalty programs 131
Marketing automation as a form of support for customer service 132

10. Social media 133
Pros and cons of social media in business 133
The whole Facebook is the same 134
Ground rule: no social media platform can serve as your primary communication tool 135
Setting goals: integration with marketing automation 135
Social media automation 136
Ad personalization on Facebook with the use of custom audiences and marketing automation platform 136
Engage your employees 137

11. Mobile 139
Push notifications 139
Mobile CRM and notification personalization 139
Don’t forget text messaging! 140
M-commerce 141
Online addressing – offline gap: the ROPO effect 143

12. Marketing analytics 145
KPI 145
Trends in analytical activities: the directions of development 148
A/B testing 150

13. Guidance for people choosing their marketing automation platform 153
Marketing automation myths 153
When marketing automation should be deployed? 155
How to choose a marketing automation platform? 155
How to use a marketing automation platform? 157
Marketing automation solutions for B2B 158
Marketing automation solutions for B2C and e-commerce 159

Summary 165
Bibliography 169