How AI & Automation Are Changing Mobile Marketing | AccuraCast
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How AI & Automation Are Changing Mobile Marketing | AccuraCast



Delivered at MGS Europe 19 by Farhad Divecha, Managing Director, AccuraCast.

Get a first-hand account of how Artificial Intelligence and automation are changing the way digitally mature brands and agencies work. The session will cover the benefits and obstacles businesses face when adopting AI, and case studies of successful AI implementation in cross-device marketing campaigns.

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ClickZ benchmark survey, state of industry M&As, and more
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ClickZ benchmark survey, state of industry M&As, and more


30-second summary:

  • Board members, C-level, and Director+ level executives from retail and ecommerce, technology, media and publishing, and other businesses participated in our ClickZ and Search Engine Watch: Benchmark survey 2020
  • 29.3% marketing leaders thought their current marketing technology stack is average in terms of achieving their marketing goals
  • 46.3% said their marketing budgets are staying the same, while 28.4% said their marketing budgets are increasing
  • Marketing leaders are planning to increase their marketing technology spends
  • The top six technology marketers want to evaluate and invest in were – Search and social advertising, ecommerce marketing tools, experience building and management
  • Lots more to discover in a quick snapshot

We picked the brains of Director+ level executives to bring you juicy data insights on martech spending budgets, the technology they are keen on buying with a further detailed drill-down of each segment. More observations from the industry’s biggest acquisitions in the first quarter.

ClickZ and Search Engine Watch: Benchmark survey 2020

We recently started tracking six core marketing trends to understand what’s brewing in the marketing technology industry and what exactly are marketing leaders thinking. 

Board members, C-level execs, and Director+ level participants from professional services, retail and ecommerce, technology, media and publishing, and education businesses across UK, USA, and India participated in our benchmark survey.

Here are results of the ClickZ and Search Engine Watch: Benchmark survey 2020.

Some key takeaways:

  • 46.3% respondents are keeping the same marketing budget 
  • Majority are looking to invest in search and social advertising technology
  • 29.3% marketers thought their current marketing technology stack is average in terms of achieving their marketing goals

Marketers are more focused on maintaining their marketing budgets

  • 46.3% said their marketing budgets are staying the same
  • 28.4% said their marketing budgets are increasing
  • 25.3 said their marketing budgets are decreasing

32% are increasing their spend on marketing technology

45.2% said they are sticking with their current spends on marketing technology, while 32.9% are increasing their marketing technology spends. There was also a smaller segment of 21.9% said they plan on decreasing their marketing technology budget. 

How much marketing budget have marketers dedicated to marketing technology?

40% of the marketing budget is dedicated to marketing technology.

ClickZ benchmark survey 2020 technology spends budget

What technology are marketers keen on evaluating or purchasing right now?

Content and experience, data, advertising and promotion stood out as the most looked at technology investments. 

ClickZ Benchmark survey 2020 - technology marketers want

The next segment gives you a detailed view of these specific technologies. 

Top 6 technology marketers want to evaluate or purchase

Our Benchmark survey 2020 further drilled down specifics of technology types marketers are interested in evaluating or purchasing across niches of advertising, sales, management, and more.

Advertising and Promotion

Search and social advertising, mobile marketing, and display and programmatic advertising are the top three in this segment.

 

Commerce and Sales

Technology related to ecommerce marketing, affiliate marketing, and sales automation stood out as the most sorted after sub-sections that marketers would put their money on.

commerce and sales

Content and Experience

Web experience building and management clocks in at numero uno with 50% marketers favouring it for an investment. The other hot favourites were – email marketing, interactive content, and SEO that tie-up at 47.4% each.  

content and experience

Data

Since data serves more like the all-knowing-eye of a business, the quality and technology serve as the make or break factors. Marketers’ most preferred technology investments were:

  1. Mobile and web analytics
  2. Marketing analytics, performance, and attribution
  3. Audience/Marketing data and data enhancement

The least interesting technology platforms were CDP, DMP, iPaas, cloud/data integration and tag management falling in a range of 13% to 15%.

data

Management

Project and workflow management software got the lion’s share of the lot with 47.2%, the current work from home/remote work situation due to the COVID-19 lockdown could’ve been one.

Coming in second were budgeting and finance, and vector analysis with 38.9%. Collaboration, product management, and talent management software fall in the lowest slab of 33% to 36%.

management

Social and Relationships

The pandemic has further proven that brand relations and sentiment matter. Which is why 61.5% marketers flocked towards wanting to invest in social media marketing and monitoring tools. Next in line were:

  • Customer experience (46.2%)
  • CRM (41%)
  • Events, meetings and webinars (41%)
  • Advocacy, loyalty, and referrals (38.5%)
  • Influencers (38.5%)

social and relationships

Martech M&A deals dropped by less than 60%

Luma’s Q1 2020 Market Report showed that martech which was a hot market for M&As drastically dropped by ~60% both quarter-over-quarter and year-over-year.

Noteworthy martech M&A deal segments from Q1 2020

Despite the global economy slowdown, these were some marketing technology industry segments that saw acquisition deals complete.

  • Personalization and CDP: Salesforce’s acquisition of personalization and CDP company
  • CRM: Evergage and CRM tool developer Vlocity for $1.3 billion
  • Customer acquisition platform: Platinum Equity acquired customer acquisition platform Centerfield
  • Identity management: Zelnik Media Capital acquired identity-access management vendor Simeio. 
  • Email fraud prevention software: Risk Solutions group, LexisNexis acquired Emailage for $480MM

Other key takeaways

M&A deal counts fell in Q1 2020 which was lower than the expected when compared to Q1 2019:

  • Adtech M&As: Dropped from 13 to 7 transactions
  • Martech M&As: Dropped from 38 to 15
  • Digital content M&As: Dropped from 23 to 18

However, M&As in the D2C sector rose from two to six transactions in Q1 2020. This is a positive indicator that the D2C sector would be better placed as consumers will be more comfortable to make the shift from brick-and-mortar retailers to online purchasing post the pandemic.

Top picks of topics our readers loved this week / Top picks for this week / Readers’ choice for this week

Steps to prepare for the business world past COVID-19. The weekly key insights articles continued to pique marketers’ interest.

A breath of fresh air was that our readers were also keen on non-COVID content which dealt with mastering competitor analysis for digital marketing success.



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Top 6 Digital Transformation Trends in The Logistics Industry
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Top 6 Digital Transformation Trends in The Logistics Industry


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The passion industry was having a moment, but now it's booming
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The passion industry was having a moment, but now it’s booming


The coronavirus crisis is taking its toll on the creative community. As clients cancel projects and whole businesses go bust the trickle-down effect is hurting creators in both direct and indirect ways – from the composer scoring music for ad agencies to the Instagram influencer promoting the latest fashion line, new revenue streams are needed to make up for the shortfall.

Enter the ‘passion economy’, in which a growing number of people are using digital platforms to monetise their unique skills. This is cutting out the intermediary – the record label, online school, film studio, newspaper – as creators build their own channels, grow their own followings. In any case, these intermediaries have in recent years merely become the distribution and marketing function anyway, and that’s something that anyone with access to social media can do themselves now.

Think of a calligrapher sharing their techniques on Skillshare, a gamer playing through their favourite video game on Twitch, a journalist publishing articles directly on Substack or a musician releasing new folk-pop tracks to their paying Patreon supporters.

The world is, as NPR’s Adam Davidson, author of The Passion Economy: The New Rules for Thriving in the Twenty-First Century posits, moving from a ‘widget economy’ of one-size-fits all products for everyone, brought to you by multinational companies and their cookie-cutter staff, to a ‘passion economy’ in which we shed the limiting job titles of the 20th century and turn our real passions and natural skills into a self-made cottage industry.

In these uncertain times, overshadowed by COVID-19, this shift is now accelerating at a rate of knots. As ‘normal’ jobs lack the certainty we once sought in them, more of us than ever are taking a fun side hustle and wondering how to turn it into a full-blown career.

The benefits of this new model are many. It’s not just about keeping all the revenue, but also about direct and unmediated access to the audience, and to their data. That provides complete control and creative freedom, as well as unfiltered access to invaluable customer insights on which creative and commercial decisions can be based to best serve the end user. Additionally, this direct relationship offers a far more authentic experience for the audience.

Today’s consumer understands perfectly how that works. At one time such a boldly commercial framework around artistic creation would have seemed crass, and at odds with pure creative values. But in an era where the most sought after career by kids today is ‘YouTuber’, and your average 7-year-old understands exactly how those influencers earn a crust, we’re happier than ever to support the people we admire to make more of the stuff we love.

Love changes everything

March 2020 saw creator sponsorship platform Patreon having its busiest month on record, with over 30,000 new signups in the first three weeks of that month alone. Meanwhile Substack, the fast-growing subscription newsletter/blog/podcast platform boasts around 100,000 paying subscribers to its creators there. Substack’s 12 top-earning writers make an average of more than $160,000 each, the company told BuzzFeed News. It’s clear from these metrics that today’s creative sees their pay check increasingly coming from fans.

Streaming sites like Twitch, IGTV and YouTube are booming too, as people look for both entertainment and self-improvement during a quarantine. Creators are stepping up to offer value – from Joe Wicks’ daily live PE classes on YouTube to Italian chef Massimo Bottura offering cooking classes on Instagram, from artist Matt Fussell’s hours-long art tutorials to Laura Marling offering free guitar lessons on Instagram.

Even before this unprecedented time of upheaval, consumers of media were becoming happier to pay for quality content from people they respect, directly from them rather than through a platform or publisher. After all, advertising revenue barely covers the bills for most creators, and the publishers who traditionally act as gatekeepers are losing their exclusive control over that reach.

Coronavirus is driving this burgeoning passion economy into the mainstream much faster than expected, and it’s a beacon of light for everyone stuck at home right now, whether as a vital income stream or a welcome distraction from the angst-ridden news cycle.

Alice Regester, co-founder & co-CEO, 33Seconds

// Featured in this article

33Seconds

33Seconds work with Startups, Fast-growth companies & Forward-thinking brands

Find out more



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Advertising Association and M&C Saatchi leaders talk about long-term Coronavirus impact on industry
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Advertising Association and M&C Saatchi leaders talk about long-term Coronavirus impact on industry


The chief executive of the Advertising Association, Stephen Woodford and M&C Saatchi managing director, Tom Firth have discussed the longer-term impact that the industry’s response to the Coronavirus will have on advertising as a sector.

Joining editor of The Drum, Stephen Lepitak, the pair spoke about their reaction to chancellor Rishi Sunak’s stimulus packages for independent businesses and what it means for agencies, while Woodford spoke of the ongoing conversations the association has been having with the government.

They also discussed the changing behaviors witnessed within their own businesses in terms of staff operations and in seeking out news business.

Watch the full interview in the video above.



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How Engaging Managed IT Services Can Bolster the Financial Services Industry
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How Engaging Managed IT Services Can Bolster the Financial Services Industry


VoIP requirements to engender extraordinary customer service.

  • Have Experts At Your Service

By hiring managed IT service providers, financial institutions work with the best talent in the industry. Trained and experienced IT professionals manage every IT need, regardless of the complexity.

While in-house IT departments have the manpower that’s enough only to manage everyday tasks, managed service providers take a more proactive and holistic approach. They constantly work to prevent downtime rather than fix issues when they occur.

All modern organizations are harnessing cloud technology as a secure and accessible data storage solution and financial organisations are no exception.

A managed IT service provider can help financial companies migrate their business-critical data to the cloud or cloud servers in the most secure manner. Further, the provider also ensures that this technology stringently conforms to current industry regulations.

  • Enhance Your Cyber Security

Certified managed service providers can help financial institutes keep their IT infrastructure truly secure by implementing steps that are in line with industry regulations. This is crucial because customers trust financial organisations with confidential information, and this trust needs to be upheld.

The Federal Financial Institution Examination Council has put in place cybersecurity policies and protocols that need to be followed mandatorily. A managed service provider will perform risk assessments and make sure that customers’ data is gathered ethically and that it remains safe.

It is necessary for financial organisations to have a foolproof and reliable IT infrastructure so that customers are not bothered by interruptions when transacting.

In the event of a security breach, equipment failure or natural disaster, a managed service provider will be able to respond proactively and prudently to the crisis, thereby minimizing the prospects of downtime and interruption in services to customers.

  • Enhance Employee Productivity

Employees in financial organisations work with technology all the time. Network downtime or slow, unresponsive computers can greatly hinder their efficiency.

A managed service provider can expertly maintain your IT infrastructure so that it never hampers employee productivity. The provider will have a watertight plan of action in place that will help sustain your network and ensure it is in peak working condition. This, in turn, will service delivery so they get exactly what they’re looking forward to.





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Growth Hacking Your Business In An Unpopular Industry with Mitch Kahn, Co-founder Grassroots...
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Growth Hacking Your Business In An Unpopular Industry with Mitch Kahn, Co-founder Grassroots…



Mitch Kahn is the co-founder of Grassroots Cannabis which began operations in 2014. Through his leadership as CEO, the company has since grown to have 61 licenses and operations in 11states with more than 800 employees. Mitch recently led his company into a merger with Massachusett-based company, Curaleaf, in a stock and cash deal worth $875 million.

Have you ever started a business that almost everyone thought was a terrible idea? What about a business with a questionable reputation? How do you even get started with it in the first place?

Mitch Kahn of Grassroots Cannabis and his partners defied the odds and started a business that didn’t sound too great at the beginning but is now America’s largest medical and adult-use cannabis company. They took a leap of faith and braved the initial resistance they faced from starting the business, getting the funding, and convincing people that what they were doing made sense.

Tune in on today’s episode where Mitch shares with Jeremy how Grassroots Cannabis began and everything that has happened between then and now. Mitch talks about his business model, his leadership style, and the kind of grit you need to start a business that you believe in even when nobody else does.

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Afraid no one will take your industry survey?
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Afraid no one will take your industry survey?


While this post is certainly a shameless plug for you to take our 2020 Customer Experience Industry Survey, let’s have fun with it.


Remember the first time you decided to throw a party? You did everything right—from building a bangin’ playlist to putting out the best snacks to stocking the fridge with beer and soda. But despite all of your best efforts, in the back of your mind, you still wonder: is anyone going to show up?

You’re a cool guy or gal, and you feel confident, but things come up. People get busy. The weather is unpredictable. Well, these concerns are universal and not necessarily unique to throwing parties.

If collecting survey responses was like hosting a party

There’s a lot that goes into building out a robust industry survey focused on bringing a community together to build benchmarks and lessons for all of us to reflect on—much like hosting a party. While this post is certainly a shameless plug for you to take our 2020 Customer Experience Industry Survey, let’s have fun with it.

Coming up with a theme

Like some of the best parties, your survey needs a clear theme that helps to uncover key insights that will be valuable to your audience. In our case, we’re continuing with our theme of the longest-running survey of the experience industry, and that your responses to shape the future of the CX.

Here are just a few things we’d like to learn from you:

  • How does customer research impact your organization? 
  • How do you use human insights to make better product and experience decisions? 
  • Who is empowered to gather customer feedback in your organization?

Building the guest list

What’s a party without guests? Building a guest list can be tricky, you want to make sure everyone will have a good time, engage with one other, and encourage the spirit of your theme. It’s more easily said than done.

That’s why we’re calling marketers, product teams, designers, researchers, executives, and all creators and influencers of experiences to take our Customer Experience Industry Survey. We know that all of these roles have unique contributions that shape the experience for your customers at your business.

Are goodie bags cool anymore?

Beyond Frozen-themed parties for children, giveaways might not be a huge hit at your house party. However, in exchange for about 10 minutes of your time filling out our survey, you’ll be entered to win a pair of Apple AirPods Pro headphones!

CX Industry Survey

Not taking our survey is a #partyfoul

Once the results are in, we’ll release a report on the state of the industry, and you’ll be among the first to receive it. We take your responses very seriously, and look forward to seeing the themes that emerge!

No need to be fashionably late, take our 2020 Customer Experience Survey today and automatically be entered to win a pair of Apple AirPods Pro!



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