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Targeted messaging Using databases, analytics, behavioral targeting, and customer profiles to send targeted messages. Business intelligence (BI) Software that collects and presents the company s sales and financial activity. CRM Software to track customers, such as Salesforce and Sugar CRM
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Marketing can be digitized. This means it can be quantified and rationalized. New advertising, enabled by digitization and digital tools (analytics, multivariate testing, and so on), allows integrated marketing across multiple channels. Previously a small marketing team could only carry out and manage several dozen ad campaigns. Now they can execute and manage several hundred campaigns simultaneously. The tools can collect and analyze massive amounts of data in multiple dimensions. You use analytics to study the data. You use KPIs to guide your efforts. Digitized marketing can be tracked, so marketing is evolving into sales. Marketing channels are now turning into sales channels. With the ability to compare the various channels and by knowing the KPIs, a company can test channels to find the ones that produce profits. Once they know which ones work, they can turn up the volume by focusing more of their budget on the top-performing channels. In online marketing, due to advancements in web analytics and BI technologies, we know about our visitors. We know where they come from (approximate or specific location as well as any referring sites or search engines such as Google), what they are looking for by the keywords they type in, what they show interest in, and so on. We can add to a Claritas demographic profile which tells us about our market s lifestyle and behaviors. Because digital technology allows tracking, Directors, VPs, SVPs, and CMOs are expected to show and describe the results of their marketing efforts. They have to boil down many scenarios with many outcomes into clear wins and present this to upper management. Sales-marketing is about generating as well as increasing revenue for your company. Think about how to tell those stories around your big wins as well as incremental wins. There are a couple of ways to increase revenue. You can market to your target audience or you can find new market opportunities. A number of tools enable this. To reach customers in a highly fragmented world, marketers must learn how to deliver their messages across many channels. For example, a company selling koi fish can advertise through e-mail lists, radio, web banners, SEO, and paid search (PPC). This will generate the traffic to your business. Applying an end-to-end strategic approach, coupled with business processing rules, to your prospects focuses your traffic to deliver meaningful
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and well-qualified prospects, leads, and customers. This method is also referred to as strategic marketing. Through this, you deliver value to your prospects and customers. Because the majority of a business s prospects prefer to visit the business s website first before engaging in any purchases, it is critical to apply web analytics to help them solve for their needs. Furthermore, analytics can be applied to your current customer database or CRM system to identify new market opportunities and to sell more products and services to customers based on what they may need. As a business marketer, it is your responsibility to develop a data mining and segmentation strategy. This helps your teams divide up the customer base into smaller, understandable categories. From this, your teams should be launching new campaigns based on the method of listening to and processing the messages your customers are sending. This cycle repeats over and over in a continuous fashion to improve the sales-marketing process. The advertiser displays a message at the audience through multiple marketing channels. These channels can include search engines, radio, TV, and newspapers. Each of these channels points the viewer to a unique URL. The URLs have tracking code so the analytics can capture data on origin, location, keywords, and so on. Analytics tools can use rules to manage decisions. The rules can use visitor ID, such as IP address, cookies, e-mail login ID, or loyalty card ID. For example, if the visitor came via TV, a video can be offered. Visitors who use their cell phones to visit the unique URL can be shown content that is formatted for mobile devices.
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