May 2014

Mohammad Anas Wahaj | 28 may 2014

Companies are utilizing content marketing strategies to attract customers and it is now possible, with numerous analytics tools, to measure and assess the ROI (Return on Investment) on content. But there is a challenge that arises due to lack of cooperation between the marketing and sales and the resulting gap. This gap is further exacerbated when there is one way communication, from marketing to sales, through lead information. According to Hubspot's '2013 State of Inbound Marketing Report', based on a survey of 3300 marketers from 128 countries, only 24% of marketers had a formalized agreement for lead handoffs, implying low level of marketing-sales cooperation. On the other hand, average cost per lead for marketers with a formal sales agreement is US$ 24, versus US$ 49 for those without. Content marketing strategy should further focus on buyer personas throughout the sales cycle and emphasise solving customer's challenges with relevant content. Hubspot suggest SLAs (Service Level Agreements) to ensure cooperation between marketing and sales that finally results in better content results. Author suggests the following content marketing challenges, from most difficult to least - Creating truly memorable content that reinforces brand and expertise; Bridging the sales-marketing gap for accurate personas and better/cheaper lead generation; Establishing content marketing ROI; Building a robust opt-in distribution platform; Measuring/analyzing the success of content marketing campaigns. Read on...

diginomica: Content marketing ROI and that dangerous sales-marketing gap
Author: Jon Reed

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Mohammad Anas Wahaj | 26 may 2014

Programmatic marketing is a form of digital marketing platform that is driven by software and algorithms that utilizes big data to target consumers through diverse channels and devices. To optimize the programmatic marketing campaign and maximize marketing budget it is important to know the details regarding the campaign. But most platforms only provide certain aspects like impressions, click-throughs and conversions for a particular audience segment and lack critical insights into converter's pre-impression behavior. Amber Benson, VP of Simpli.fi, suggests 4 elements of the programmatic marketing platform that marketers must know to focus on value areas for maximum impact - (1) Know Who You Are Targeting (Avoid pre-packaged audience segments. Use unstructured data to build and optimize for specific target audience); (2) Know Precisely What It Costs (Unstructured data provides flexibility and control regarding bidding options. It provides bidding clarity. Programmatic vendor should be transparent regarding all kinds of costs); (3) Know That Your Results Are Real (Able to recognize click fraud. Unstructured data helps in this regard providing focus on individual data element level. It results in removal of fraudulent elements without dumping the whole segment); (4) Know Why It Works (Unstructured data provides specific in-depth insights on consumer behavior). Read on...

Marketing Land: 4 Things You Deserve To Know About Your Programmatic Marketing
Author: Amber Benson

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