In the story of Goldilocks, the heroine dismisses options for being too hot and too cold. She chooses the one that is right in the middle. It’s a nice parable about balance. Marketing clouds try to sell much the same vision.Continue reading...
Eleven months ago the tech world was abuzz with rumors flying that Salesforce might buy Twitter. Salesforce CEO Mark Benioff had called the still struggling social media company an “unpolished jewel,” a “great brand” and the proposition of acquiring it “a once in a lifetime opportunity.Continue reading...
ATLANTA — Salesforce Marketing Cloud CEO Scott McCorkle thinks marketers own digital experience. "We own brand, the brand of our organizations," he told a packed house at Salesforce Connections, a three-day conference at the Georgia World Congress Center here this week that drew about 6,000 attendees.Continue reading...
Today is the last day of the calendar year 2015. I hope it has been a good one for you and yours and I wish you all nothing but the best in 2016. In honor of this auspicious occasion, I give you a special Friday Five: New Year's edition. Note: the first article is by yours truly, hence the reference to a certain NFL team.
7 Marketing Resolutions To Make As The Year Ends
Most of us are going to be making at least one or two resolutions pretty soon. Mine involve weight loss, of course and my beloved Philadelphia Eagles – it’s a long story. It’s just that time of year. Whether for business or personal improvement, making goals and resolutions is a crucial step towards improving anything.
Read the full story on Forbes.
6 New Year’s Resolutions You Can Apply to Your Marketing Life
More than 980,000 posts about New Year’s resolutions have been published on social networks, according to social listening and analytics company Sprinklr. While most posts focused on overall happiness, other key words included “work out,” “weight,” “smoking” and “unplug.”
Many people set New Year’s resolutions to keep their lives on track or to improve their overall well-being. What if I told you some of these same personal resolutions can be applied to the professional lives of marketers, as well?
Read the full story on business2community.com.
7 Secrets Of People Who Keep Their New Year's Resolutions
Making resolutions is a popular holiday tradition, but keeping those resolutions past the first week in January is the hard part. Statistic Brain, using data from the University of Scranton, says while 45% of Americans regularly make New Year’s resolutions only 8% actually keep them. So, how do those 8% do it?
Here are some of the best tips from people who successfully keep their New Year’s resolutions:
Read the full story on Fast Company.
Five New Year Resolutions for Marketers
As 2015 quickly wraps up, here are five resolutions for marketers to consider in 2016 in order to enhance their customer understanding and drive their brand experience.
Read the full story on Loyalty 360.
Email marketers' top New Year’s resolutions for 2016
Virtually everyone is infatuated with Instagram and Snapchat. Few of us can remember the days before Facebook and Twitter.
But email is still the best way to drive sales. In fact, a survey we conducted revealed that nearly 60 percent of Americans prefer brands contact them via email, and email marketing continues to yield higher ROI for marketers than any other channel. We can say with certainty that 2016 will be a boom year for email.
Read the full story on Venture Beat.
Now as far as predictions go, as compared to resolutions, you will want to download The Future of Modern Marketing: 2016 immediately and see what some of the brightest minds in marketing today foresee for the year ahead.
Welcome to a special edition of The Friday Five. This week all five curated stories will have one thing in common: The holidays and marketing during the holidays. So grab a cup of hot chocolate, put on your best holiday apparel and enjoy.
5 Last-Minute Holiday Marketing Tips for Online Marketers
With the holidays upon us, the clock is ticking through another deal-packed season of online commerce. In just a few short days, consumers will spend at record rates, clicking their way to billions of dollars in revenue and drawing many retailers and manufacturers into the black.
Finally, it is the time of year all online marketers have built up to. But if your plans look like they’re falling short, fret not. Here are five tips you can still launch on your site to amp up your online sales this holiday season.
Read the full story on Multi Channel Merchant.
Is Your Business Ready for Holiday Season Ratings and Reviews?
With the holidays right around the corner, you should be gearing up for customer traffic overload. Often, business owners view this period as naturally prosperous. However, what most business owners don’t realize is how much this can set the tone for your sales in the following quarter and into the next year.
In order to truly capitalize on the holiday season, you have to play a strong offense and defense when it comes to your online ratings and reviews.
Read the full story on Convince & Convert.
Post-holiday online marketing tips
Prospect for new customers, and get back to the shoppers that visited your sites during the holiday season. This year Cyber Monday did not disappoint with over $3 billion in sales, making it the biggest online shopping day of all time. And while retailers raked in the sales, digital advertisers gained valuable insight into consumer buying habits to aid in 2016 campaigns.
Read the full story on Internet Retailer.
Good Customer Service Is Your Best Holiday Marketing Investment
Now that the holiday season is in full swing, consumers are busy checking off gift lists, bargain hunting, power shopping and… enduring unpleasant customer service interactions.
While big-name companies including Amazon and Overstock are making customer service a priority this holiday season, a new study of more than 1,200 U.S. consumers is finds customer service is still falling short across the board. Poor customer service experiences put a major damper on holiday cheer and do some serious damage to your bottom line as well. Almost half of the survey respondents (48 percent) indicated they had stopped doing business with a company due to negative customer service experiences within the past year.
Read the full story on Entrepreneur.com.
Small Business Holiday Marketing
The holidays are a particularly challenging time to get your message through.
People take advantage of the holidays to reach out and connect with family, friends and colleagues via a variety of platforms. As a result there’s more communication than usual making it tough to attract attention for small business holiday marketing.
Read the full story on heidicohen.com.
For more holiday marketing news, be sure to download Turning 2014's Holiday Trends into 2015 Revenue - a one-size-fits-all eBook that's chock full of insights into the minds of holiday shoppers.
A little backstory if I may before I get to my post. In 2014, in partnership with Oracle Marketing Cloud, I led a fascinating two-part research study into the minds and habits of holiday shoppers. Surveys conducted in October 2014, and late 2014 looked to compare and contrast the differences between what holiday shoppers say they will do vs. what they actually do.
The findings were quite intriguing, to say the least.
For example, the overall amount of money a consumer was expected to spend on average via holiday shopping was $791. In reality however, that number was $876, an increase of 11% over the expected amount.
We are conducting the same two-part research again this year and while the post-holiday numbers are not ready, of course, we do know the expected or anticipated amount from our October 2015 study of over 1000 Holiday Shoppers, and that amount ($829) represents a small increase over last year’s expected $791.
Women Increase Spend
As you can see from the chart above, when you compare the top set of numbers with the bottom set of numbers, men are actually planning to spend slightly less this year than they planned to spend last year. Of course, as you can see from last year’s actual spend (the middle set of numbers, above) men don’t necessarily stick to their budgets!
But take a look the amount women are expected to spend ($734) over last year’s projected spend ($646). That’s an increase of 14%. And there’s good reason to believe that women actually will spend more than they did last year: if you look at what they said would spend in 2014 ($646) vs. what they actually did spend ($651), the numbers are very close.
As to why women plan on spending more this year, the reason may be simple.
In a blog post last week my colleague Melissa DeCesare, referenced research conducted by The Research Moms. As DeCesare writes “The research shows that moms are very positive toward holiday shopping, with two thirds (66%) saying they love it. Another 24% said they shop because they have to and just 8% said it is the worst part of the season. A small group, (2%) said they don’t give gifts.”
So, for 2015, we have a number of factors in play. We have women telling us that they love holiday shopping, and telling us they plan to spend not only more than they planned to spend last year, but more than they actually spent last year. And we have signs of economic confidence, such as the Fed’s recent hike in short-term interest rates. These, and other factors, may contribute to a very happy holiday season, indeed, for retailers.
As I mentioned we are conducting the same research again this year and we will release the findings of that in early 2016. In the meantime, however, be sure to download Turning 2014's Holiday Trends into 2015 Revenue and get a full view into all the findings from last year's research.
Author's Bio: Tom Webster is Vice President of Strategy for Edison Research. He is a specialist in consumer behavior, and has spent nearly 20 years telling stories with numbers and trying to gain insights from data.
Not long Oracle Marketing Cloud brought together six of the world's best Marketing Master Chefs. The idea was to, yes you guessed it, get their recipes for success. A bit cliche'd perhaps but very successful as well. Last month we shared with you 4 Steps to Align Your Cooks In the Marketing Kitchen via master chef Anthony Schurz, the Online Marketing Manager at Box.
Today's recipe comes from Rachel Truair, who at the time was PetRelocation’s Chief of Staff and who has since joined the Oracle Marketing Cloud team. Her recipe involves shared examples of PetRelocation’s excellent service and feedback from happy customers to all prospective clients. Rachel's recipe can provide help and information to a broader audience, streamline internal processes & make life easier for your sales team while capturing future business.
Here the directions:
1. Fry up an “Ask the Experts” form so you can receive questions and post the answers to your blog. This will help you identify common concerns and connect with individual customers, while generating content from Q&A’s.
2. After each customer completes an engagement with you, send a link to a form on your blog where he or she can share the experience with others.
3. Use these stories in your email marketing program and prominently feature these “incredible experiences” on your site.
The results speak for themselves as PetRelocation’s findings showed that normally, 1 in 10 opportunities sign a contract. However, when opportunities received emails with a customer story, that number increased to 1 in 4. Essentially, pet owners were 2.5 times more likely to become customers when they received a story.
Rachel adds one Master Marketing Chef Tip: "Create an open text field for client stories, and give them the opportunity to include a photo and Face- book identity. This way, you can tag them on Facebook when you share their experiences."
Ok time for one more cliche.
Turn up the heat on your marketing strategy by downloading the The Demand Gen Pro’s COOKBOOK 2. You'll see even more from Rachel's recipe as well as the recipes from the other five Marketing Master Chefs.
Dear Mr. and Mrs. Retailer... allow me to just say one thing: It's not too late! It is not too late at all to have that happy holiday season you dreamt of back when you were putting together your 2015 holiday retail sales projections.
Don't believe me?
Well see for yourself via this comfy and cozy one-size-fits-all visual aid.
And for even more, download Turning 2014's Holiday Trends into 2015 Revenue today!
According to Nielsen millennials make up about one-fourth of the US population while they wield about $1.3 trillion in annual buying power according to Boston Consulting Group. In other words retail brands should always show be showing love to millennials.
But since this is Thanksgiving Eve with the unofficially official start to the holiday shopping season less than 24 hours away, let's focus on the retail crush that is about to unfold over the next five days.
"Millennials love shopping in stores and online over Thanksgiving weekend for several reasons, including the opportunities afforded to them that allow them to splurge on ‘non-gifts’ for themselves and even the potential to sleep in on Black Friday after having spent the night before bouncing from store to store."
The quote comes from Prosper’s Principal Analyst Pam Goodfellow and falls right in line with findings from a National Retail Federation survey which revealed that 77.8 percent of 18-24 year olds and 77.4 percent of 25-34 year olds who said they definitely will or may shop online and in stores over the Thanksgiving weekend.
Additional findings include:
*Of those millennials who will or may shop over the holiday weekend, the survey found 84.3 percent of 18-24 year olds and 80.2 percent of 25-34 year olds say they will shop on Black Friday.
*One-quarter (25.4%) of 18-24 year olds will or may shop on Thanksgiving Day and nearly one-third (32.7%) of 25-34 year olds will make room for shopping after turkey and dessert.
*35 percent of those who are planning to or may shop on Saturday will specifically shop to support small businesses over the weekend.
*88% percent of 18-24 year olds and 91 percent of 25-34 year olds say yes or maybe when asked if they will shop online on Cyber Monday.
Saying Vs. Doing
Now, we all know there is a big difference between what a person says they're going to do vs. what they actually do. Take me for example. I say all the time I'm going to start exercising and drink less coffee but here I sit throwing down yet another cup of Joe while my stationary bike gathers dust.
But when it comes to holiday shoppers, however, the best laid plans often go awry. We found out that last year during our holiday research where we literally asked shoppers what they would do when it came to holiday shopping then went back and asked them what they really did.
You will be amazed at some of the differences. Download Turning 2014's Holiday Trends into 2015 Revenue and see for yourself.
And Happy Thanksgiving to you and yours!
Marketing Cloud rolled out new innovations that help marketers orchestrate relevant mobile interactions for consumers and salespeople, attribute revenue with rich reporting, and optimize the experience for individual customers.
As marketing expands its scope and influences more decisions across the enterprise, teams require technology that’s contextualized to specific use cases and business outcomes. So no matter what you part of the marketing function you sit in, there was probably something for you in this morning’s announcement.
Consumer Digital Marketers: Orchestrate Richer Mobile Experiences
Oracle Marketing Cloud rolled out In-App Messaging. Expanding on our core mobile offerings, mobile In-App messaging empowers marketers to create and deliver relevant messages to consumers within the context of a mobile application. Rather than silo those messages within the app itself, it can now be orchestrated alongside the other native channels powered by the Marketing Cloud, including email, social, push, SMS, MMS, and display.
By leveraging in-app messaging, marketers can make their applications more engaging and tailored to individual customers. In fact, recent research indicate that apps that send in-app messages were shown to have 2 to 3.5x higher user retention than those apps that do not.
Optimize and Test Your Consumer Experiences
The Oracle Marketing Cloud’s cross-channel platform announced multivariate testing for email. With the Oracle Marketing Cloud’s new multivariate testing, marketers can now optimize the consumer experience by testing the performance of up to eight versions of the same message, analyzing subject lines, content and the sender of the message. The real value here: Eliminate the guesswork of what marketing campaigns actually drive results, and start making more informed decisions about the right message, product or service.
Demand Generation Marketer: Empower Your Sales Team with Better Profile Data and the Right Messaging
While the Oracle Marketing Cloud provides the industry’s most sophisticated solution to score and nurture leads for B2B organizations, it also has featured tools that help salespeople better understand the profile of their individual contacts and engage them with relevant content. With this launch, the Oracle Marketing Cloud’s sales tools – called Profiler and Engage – feature key enhancements. First, Engage is now accessible on mobile devices. Second, the Profiler sales tool can be accessed as a Google Chrome Extension, allowing salespeople to access relevant profile information as they visit a contact’s LinkedIn or company website. Leveraging better data to inform the sales process can have incredible results. In fact, B2B organizations that have done more progressive profiling have seen as much as a 7.5% increase in revenue.
Expand Your Reach into Paid Media
While worldwide spending on paid media surpasses half a trillion dollars, many companies are making that investment without leveraging all the data at their disposal. In fact, just 11% of marketers leverage the data they have for all customer-related decisions.
This is why the Oracle Marketing Cloud features more than 400 partner integrations that help marketers, publishers and advertisers activate their audience data into other platforms for use in digital campaigns. Now companies and brands can expand upon that ecosystem based on the vendors that matter most to them. A self-service capability helps teams build integrations of their own that send audience data from the Oracle Data Management Platform into key digital advertising and media platforms, such as demand side platforms, ad networks, and website optimization tools.
What’s the results of better data activation? One telecommunications firm saw a 38% increase in their conversion rate from activation into display ad ecosystem.
There are more posts on each of these modern marketing innovations, so check the product news portion of the Modern Marketing blog!