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Five components of digital marketing operations (Infographic)

According to some infographic from McKinsey&Company successful digital marketing can boost their marketing effectiveness by 15-25% if they use the following five components of marketing operations. So, if your company wants to beat the competition, you better follow the advice to implement these five important components.

Here is just some remarks from our consulting business to why those topics might be of relevance to your digital strategy…

1. Customer Insights
Many companies still have not yet implemented a real web analytics or a social media monitoring tool in order to understand the inner and outer impact of consumer demands and reactions.

2. Customer Experience
Market research and product marketing often pretends to know what needs to be build, produced or offered. However, reality shows that often consumer expectations and company opportunities lack the match. Often companies lack the alignment with sales and marketing.

3. KPIs and Measurement
Understanding what makes consumers, companies and decision makers purchase a product or service is aiming for predictive analysis and forecasting when focusing on ROI. Still, KPIs need to be realistic and often lacks the knowledge of what technology is capable of.

4. Marketing Technology Infrastructure
The real bottleneck of digital marketing these days. As of the big marketing technology landscape and a grown intern technology infrastructure, technology decisions are very often a shot in the dark.

5. Process & Governance
Generating real benefit from technology is depending on the right people who get the appropriate training und understanding for the tools’ capabilities. And as people are often not used to those modern tools and how to use them, they want a (brand) governance (and compliance frameworks) which keeps them in their seats.

McKinsey-DMO-Infographic

comScore: Increase in app usage, mobile web still important

Mobile is on the rise but web is still king? Well, it is one of these findings that makes you wonder on first reading. Although websites still reach bigger audiences, web users spend most of their time in mobile apps according to comScore.

Monitoring the time between June 2014 and 2015, comScore finds in some research that the audience for mobile websites is around 250% bigger than mobile apps. Furthermore, it is growing twice as fast as apps. As a reason for this development comScore sees the closed garden phenomenon a challenge for apps. Web versions are much more fluid in terms of linking between content, social and search.

comScore also found that FB and Google own eight of the 10 most-visited mobile apps with Facebook winning the “competition” (almost 126 million unique visitors) with nearly one in two users who installed the app saying using it most frequently.

comScore apps web usage 2015

It is not surprising that Facebook’s app as of it’s reach is not the fastest growing app any more compared to Google’s audio-video sharing platform Youtube (9 to 18% growth) with 99 million users. However, after seperating their Messenger app from their main Facebook platform, the Messenger was grew double the size compared to last year.

Where people between the age of 18 and 34 spend most of their time is on Facebook (nearly 26 hours a month), Instagram (7 hours), Snapchat and Tumblr (6 hours) and Twitter (3,5 hours).

comScore digital time spend 2015

ComScore said mobile phones now account for 62% of all time spent online. Within that total, the research firm said 44% of time is spent on smartphone apps, up from 33% two years earlier. Mobile users spend more than 70% of their time in smartphone apps, dwarfing time spent on tablet apps and mobile websites.

Spot On!
The comScore mobile report gives a good indication of where the evolution of apps and their usage might lead in the future. It shows that “messaging is a very hot sector for apps” but is still early stages in the US. Looking at the time people spend with certain categories, the leading areas of interest were social networking (29%), radio (15%), games (11%), multimedia and instant messaging (6%), and music (4%).

comScore share of mobile apps time spend 2015

As the research was monitoring the US audience, the two apps that were not owned by Facebook and Google under the top 10 were the music apps from Pandora and Apple Music. Furthermore, new service apps like Uber and Lyft have become more and more popular, comScore finds.

Study: Marketers biggest social media challenges in 2015

One of the latest reports around social media tells us that measuring ROI (60%) is still the most challenging aspect for marketers when facing all their social media efforts. This is the main message from a report by Simply Measured and TrustRadius.

The findings that are based on some survey data from almost 600 social media practitioners between February and March 2015 also show that other top challenges are tying social activities to business outcomes (50%), developing a social media strategy (48%), and securing enough internal resources (40%).

Social Media Challenges Trustradius 2015

Although the main message is clear, there are some small variances between company sizes when separated int small businesses (1-50 employees), midsize companies (51-1,000 employees), and enterprises (more than 1,000 employees). While smaller companies struggle setting up and developing their own social media strategy, enterprises are trying to secure enough internal resources to master their social media efforts.

The integration of social media into the overall business is also a big way to go obviously. First of all is the alignment of social media goals with the overall business goals not fully connected. But even more challenging is the question whether all the efforts generate some business impact. Many marketers are working intensely with data and analytics to optimize their marketing strategies but the proof seems not yet been given.

Maybe this is all based on the missing tool strategy, which is also one of the major findings of the report (not surprisingly based on study makers). How to manage and measure social media activities, is often not a question of whether companies know the tools but still they are predominantly sourcing the monitoring out for example, and then wonder why data gets not interpreted properly. Also, some are not happy with their tool choice.

Social Media Metrics Trustradius 2015

Spot On!
The findings are not surprising when the targets from all three company sizes is brand awareness. Still, companies should be able to better understand KPIs in the social selling process. It seems that companies and brands still have not yet understood the value of a friend, follower, LIKE, share or a comment. Furthermore, they still do not have the opportunity to link their data findings and their social media engagement back to some CRM database in order to leverage data sets around their customers. Furthermore, the missing social sales strategy combined with a clear lead processing and management is essential, and most companies do not have an answer here. Obviously, a lot of support in the social media set-up is still appreciated.

Not? Then tell us what you think…

Study: Content marketing investment on the rise

A recent study 2015 Content Marketing Survey by content marketing agency Castleford states that the amount of marketers committed to content marketing is increasing. According to their results 65% (compared to 48% one year ago) of marketers want to boost their content marketing next financial year. Their plans is to invest more in time and resources.

Even more, 97% of participants of the survey said they will increase or retain their current level of investment. And the respondents also face the support of their C-level executives. Of the responding marketers 76% replied their C-level executives viewed content marketing “quite positively” or “very positively”.

Obviously, there are also some challenges involved in content marketing creation wit time (45%) and budget (29%) being the biggest problem. Just, 3% that mentioned their C-level buy-in is their biggest challenge to content marketing will be probably persuaded over time, we think.

In terms of content marketing tactics the study shows that social media (81%) is still the favorite online marketing tactics in this field. However, the biggest growth opportunity shows video marketing and paid promotion of content for the next year. 61% are already using video marketing, (increase of 13% compared to last year). This is probably also driven by the main players Facebook and Google.

The variety of content marketing is also growing though. Almost every second marketer said that they use five or more different online marketing channels (45%).

Although Castleford director Rob Cleeve is confident with the development of content marketing, he also makes clear that marketers need to deliver results with it as well: “In my experience, content marketing is claiming an increasingly large share of overall marketing budgets, which is going to mean more pressure to show how it’s benefiting the bottom line.”

Spot On!
Content marketing definitely has changed the advertising industry drastically. However, the main challenges involved are the appropriate use of data with content to drive the right story in the right context to the right user at the right time. Here we see massive problems for many marketers still in our work with customers. Post-it recently explained it nicely in a video that leverages their banner and ask many question in terms of how retargeting actually kills good content marketing in terms in the example of banner ads.

The infographic of the study carries all relevant results of the Castleford study.

Castleford-Content-Marketing-Infographic-2015

Why influencer marketing is the future of content

In many posts have we written about the relevance of influencer marketing and how it differs from the value of brand advocates. Today, many marketing organizations and brands have understood the power of influencer marketing and dedicate a significant amount of their budget to them. And there are good reason for it which we can see from one of the latest infographics in the market provided by the guys from The Shelf.

Shoppers trust in influencers and use them as their third-most-consulted consumer decision information source. Although brand and retail sites are still in the lead as an information source. Blogs already come in right after them, even ranking higher than well-trusted social networks like Facebook, YouTube, Pinterest, Twitter and Instagram.

Years ago, we have made clear that the 3 Rs of the social consumer will be leading the decision making process in the future: ratings, reviews and recommendations. The infographic is another proof for our thesis those days. These days, influencer are more trusted than brand content where recommendations have got the biggest power with 92% of consumers trusting in those. Reviews have become the second most trusted source (70%). People also try to stay on top of thought leaderwith blog content that is consulted by 47%.

Although the opportunities are there, only two out of three marketers (65%) invest in influencer marketing so far. and every second company separates their budgets for sponsored social content from other budgets (52%). Still, the amount of investment is not “nickles and dimes” anymore for brands and companies. Every fourth company already spends over $500,000 already.

Spot On!
Why influencers play an important role inside your content strategy is obvious. They can explain products from various subjective and objective angles. They can play an important role in your community management when negative input needs tob e turned into positive arguments. They can have a big impact in your content production strategy in having an external view on your business and relevance in the market, and thus become your „search-engine-optimizers“. And, they will play a significant role in your sales approach if you take your time to think about it (or maybe talk to us if you don’t have an answer).

Have a look at the infographic and decide yourself if and how you would like to use influencer marketing in the future.

TheShelf-Influencer-Marketing-Infographic-2015

Forecasting the Internet of Things and IoT start-ups to watch

The forecasts sound almost incredible. Gartner estimates that Internet of Things (IoT) products and services suppling companies will generate incremental revenue of over $300 billion by 2020.

The analyst company IDC sees the worldwide market for IoT solutions to grow from $1.9 trillion in 2013 to $7.1 trillion in 2020.

Brands like the electric company GE predict the Industrial 4.0″ will add somewhat between $10 to $15 trillion to the overall global GDP over the coming 20 years.

Samsung will invest more than $100 million for IoT startups that will help the technology manufacturer establish new ecosystem for connected devices.

The Internet of Things is at an all-time high until today. Companies want to connect consumer devices, appliances, and services in order to connect their services with devices and then generate some smart data to leverage their value chain.

Interestingly enough Google owns some of the most promising IoT companies (Nest and Dropcam) already which will make some people look sceptic how the search giant will move more and more into their lives.

Smart devices are definitely the big trend for 2015. Whether it will be Jawbone though. After testing the wristband and it’s usability, I am not quite sure if this will be the way into the future. The car industry seems to be catching up though with their smart watches replacing keys and other driver necessities.

Even the whisky industry works with smart bottles now telling us how old the whisky really is, according to Venturebeat.

The guys at WRIKE just recently pulled together the 11 most ambitious IoT start-up companies should have an eye on. Furthermore, they added to their infographic three established brands which they think will have their big breakthrough in 2015.

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Report: Are B2B sales and marketing people aligned?

A recent report from CallidusCloud states that B2B salespeople and marketers are in principle aligned when it comes to arguing about the value of their business. However, some small differences can be seen when it comes to comparing the quality and quantity of leads.

CallidusCloud Alignment 2015

More than half of the responding marketers (54%) find sales and marketing are somewhat aligned in their companies. The salespeople see the alignment even a bit higher with about 58%. In terms of bring fully aligned just 17% of marketers and 14% of salespeople agreed that they are heading 100% towards the same direction.

CallidusCloud Performance 2015

The salespeople are less satisfied with marketing compared to marketing with sales. From the marketers 42% confirm to be either satisfied or very satisfied with their sales counterparts. However, just 35% of salespeople are satisfied or very satisfied with marketing.

Furthermore, lead data sharing is stil a challenge according to the report. Just 37% of all responding participants stated that their lead data is fully shared between their organization’s marketing and sales teams. It shows that data is still siloed in the departments, 16% of salespeople and 12% of marketing team members find that.

CallidusCloud Lead Data 2015

Spot On!
The report results are a bit surprising bearing in mind all the meeting I have attended between marketing and sales teams. Very often did sales teams blame their marketing departments not to generate the appropriate quality of leads, and marketing teams wonder why salespeople don’t engage deeper in their marketing planning. Especially, when it comes to event planning and social selling and the alignment of sales and marketing content. Would be good to get some more thoughts from our readers. Feel free to share and comment.

Social Selling 2015: The year of redefined engagement

Selling through social media has always been a challenging business. However, all brands and companies we have spoken to in 2014 wanted to turn around Social Media from a brand reputation channel into a sales opportunity touchpoint.

Obviously, many of the companies had already failed. Most of them as they were either too greedy, or just not prepared to go in a bar without expecting someone to sell them a drink – or respectively, to buy their products and services after the brands or companies have posted their first status updates. In my eyes, it is time to shift expectations and start anew. 2015 should not be your year of sales disappointment, it should become your year of redefined engagement.

All companies aim for the same goal. Customer engagement is what companies are waiting, hoping and praying for. Thus, they pump out tons of content pieces from their latest brand sponsoring activities to the best white papers and case studies they can offer until they cannot find any content piece in their PR or marketing repository that has not been shared across the globe. And by accelerating the content via Facebook, Twitter and the likes, they expect their KPIs to become real.

And then, the guys from SocialFlow conducted a study in summer last year. analyzed organic posts with almost 1.5 billion social actions, showing them 99 percent of those updates on Twitter, Facebook, and Google+ create little to no engagement at all. Did brands use engagement the wrong way? Where their tactics bad? And if so, what were the obstacles they did not obey?

Engagement Facebook 2014

Let’s look at the following three tactical approaches. Ask yourself if you really follow the three rules of engagement.

1. Engagement: Think cross-department, cross-partners and cross-employee

Companies still tend to be structured in silos. Internal politics, department thinking and career ambitions rule out what could be replaced by community engagement, employee engagement initiatives or engagement incentive plans. Still, most responsible managers don’t know or forget how networking inside the company and with all external forces like resellers, retailers and partners might might leverage selling opportunities.

Now, whether it is limited digital capabilities of employees or the HR department that is often only involved in social media in terms of setting up social media guidelines, companies should start realitzing that their social media manager is not the company’s silver bullet. HR and marketing need to align forces and work closer together: Culture, relationship building and trust creation is not only a sales business which got nicely highlighted by a study from Altimeter at the end of 2014.

Setting up processes, programs and platforms that work towards a common goal, that get updated by various minds, by different perspectives and manyfold views attracts the engagement of more customers. The formula is easy and proven: More brains can be in more conversations and generate more engagement.

2. Engagement: Learn cross-platform, from “free-meal” to „pay-for-play“

Companies and brands seem to accept that social media is not a „free-meal“ any longer by investing in consulting companies to help transforming their social media efforts into social selling enagement. Facebook is leading in driving engagement to brands according to Simply Measured’s 2014 Facebook Study which analyzed the Interbrand Top 100 Global. Photos accounting for 77% of total engagement, and link usage to around 16%.

However, brands still haven’t respected the fact that getting people to listen and read their marketing messages by posting in social media is changing dramatically. When Facebook turns the algorithm into “less promotional” this year, companies need to start redefining how they approach their customers more subtile. Even if they will be addressing them with building clusters (or circles), contacting them via the „@name“ phenomenon or hashtags. The wording needs tob e chosen carefully, and we can be sure other networks will follow that example.

Thus, the next big thing will be the shift from investing in traditional media to spending more money in platforms that leverage social networking engagement. Products like the LinkedIn Sales Navigator or individual targeting through the combination of data analytics and marketing services, will become the new sales kid in town. Where marketing and media decision makers have invested in nebulous target-group definitions, social networks can cluster target-groups by their individual interest in content, in pictures or in videos.

The only shame is that smart data (and especially media and sales data exchange) across platforms does not work yet. So, banners and sponsored posts will continue to haunt customers although they have already bought a product or service a banner promotes to them. Clever managers invest in blogger programs, in brand advocates and loyalty programs to drive up and cross-selling opportunities. Don’t just think about content!

3. Engagement: Understand cross-quality values

Just to make this clear from the beginning: A LIKE is not only a LIKE, like a Retweet, Repin or Reblog is not just a meaninglesss interaction of some lazy engagement. In many seminars, we see marketers that still center their KPIs around quantitative engagement figures while under-estimating the chances that are covered behind such „automated“ customer interactions: joy, interest, passion, emotions, etc..

Clever sales people use such quantitative engagements for profiling their customers’ habits, experiences and interests in their social CRM database or sales management systems. They value every single customer engagement as they know when to turn quantitative into qualitative engagement, and how to turn it to their favor in meetings, calls and conversations. Knowing that a client has liked a shared golf or football video can be the start of a long-term relationship and open up doors for introductions to others.

Customers will be happy if they get good content to share with their own peers and community. They appreciate the dedication (seasonal content), commitment (consistency of service) and the quality of engagement (high interactivity) that brand accounts offer to them according to a study by the Engagment Labs. Appreciation, well-understood from customers and companies, is the key to social media engagement.

Spot On!
The link between customer engagement and employee engagement was not only proven in a study by Answers Corporation lately. In many examples with customers and experts have we experienced that social media engagement is not rocket-science, however the process of setting it up plus using and finding the right technology is a challenge. Still, the rules of engagement are changing in social media, especially in social networks. Facebook is the former RSS feed, just with the difference that you can sponsor it now. Youtube is the new search engine. It’s 2015! Redefine your engagement mindset!

Email Evolution or Revolution – From Goethe to IBM Verse

Eyes wide open, the two IBM gentlemen look at me. They sit up right. Professional. Spot On. You can feel their enthusiasm, their expectations are high. Both are social collaboration leaders at IBM, evangelizing on the #newwaytowork. That’s how the software technology company hashtags their latest journey to the revolution of the email as they call the launch of their new inbox communication software “IBM Verse”. You can tell how excited the two managers in front of me are to talk about the IBM success story. The launch seemed to have gone well so far.

On my opening question both face each other, not sure who shall answer. They are professionals in communication, they are prepared. “The term Verse is historic for communication and conversation”, replies Dr. Peter Schuett, Leader Social Business Strategy at IBM. “In times of Goethe, when carriers brought people hand-written letters, all the communication that went to and fro was written in verse.” The answer surprised me as IBM’s development sounds like a trip in the past.

It is not. For the first time, IBM has taken a new development approach. They made their customers think about the new software solution by inviting customer to their labs, by rethinking email, and by thinking design and customer experience first, based on real customer feedback, input and inspiration. Not the cheapest way to innovate. The product development cost 100 Mio. US Dollars according to them. It has got to be effective from a customer perspective.

IBM_Verse_People

For a long time, IBM has been a forerunner in terms of modern workplace technology. Their “Outside the Inbox” evangelist Luis Suarez has already been preaching for a business world with less emails. We all know the reasons why he was addressing this. People get approximately 127 emails a day. This means emails kills 28% of our daily work-time, and thus of our daily productivity.

With IBM Verse the software technology company wants to shift productivity. Creating a more effective business culture is the aim. From Ed Brill’s perspective, he is IBM’s social business transformation specialist, email should function as a transmitter. Email today should be serving notes like a private letter what Goethe used to do in hand-written form: delivering private information.

“Email is the service forever. But it needs to be a personal service.” Dr. Peter Schuett, IBM.

Focussing on the new software solution, I brought up the question in which way this is a revolution to email communication. Ed Brill emphasizes that IBM did not want to reinvent the email. IBM wished for a better email. However, IBM wanted to create a new intersection of email, calendar, social media and analytics. That’s what they have done with IBM Verse.

When I showed a bit of my disappointment around the new solution’s capabilities in terms of being an aggregation platform for direct messaging and functionality as an inbox management system in general, Ed Brill rearranges my expectations in bringing the metaphor on suits which might all look different in design but are in a sense all alike from the amount of innovation in style and structure. And by the way, the power users of enterprise email are still personal assistants.

IBM_Verse_Analytics
True, sometimes people forget where they stand in the evolution of modern communication. With their “People” and “Analytics” functionality, the modern way of a more personalized communication approach seems to get in that social direction in the future. At least, when we compare IBM Verse and Facebook from a superficial point of view. With IBM Verse people also move into the centre of the communication universe which is meant to map the efficiency form content to people. IBM Verse “People” learns to show the users dynamically who is important to their communication, by hour, meeting and topic of conversation. Obviously, users can also change that and arrange it according to their premises. The world of communication gets filtered more and more.

Spot On!
IBM Verse is definitely a big evolution step in email communication. Still, they could have made it a bit more of a revolution in delivering a multi-messaging and communication management platform in my eyes which integrates direct communication via Facebook, Twitter and others.

Brill agrees that when CEOs wanted to spread the word around some company, product or people changes in the company, IBM was about to use email for that communication. Today, via IBM Connections -the internal use of their own company community platform- gets 7 Mio. accesses a month, and the CEO messages will reach (and achieve more feedback) more people via internal social messaging than via email in the past.

Nevertheless, the two gentlemen did not want to commit to a statement whether IBM Verse and IBM Connections might become one platform in the future. But the approach to one collaborative workplace platform, serves the option to have fewer apps in the future. But hey, there is hope: “Rome was not build in one day!” summarizes Schuett in the quick Snapshot video interview in the end of our interview, and smiles.

Easy steps: From social content to social sales

One of the questions most of our clients ask ourselves is, in which way can social content drive sales? Now, an infographic from the guys at Offerpop gives some advice for manager on how to approach this challenge. And although, it might not be rocket science for marketers, we still think it is worth sharing their recommendations. First of all, start by building a library of user-generated content, then capture as much data (especially photos and videos of purchases) as possible on promotion usage. Then fuel your website with dynamic social content based on findings, don’t forget to include “sigh-up forms to capture demographic and interest data, and contact info”. Finally leverage your content. Sounds easy, will probably still remain a challenge for a lot of businesses.

Offerpop-Fueling-Sales-with-Social-Content