Is Data Science the Key to Marketing?

22 May

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Is data science the key to marketing? In a word, yes!

There was a time when statisticians did not have to be so scientific. The age of big data had everyone so thrilled about the volume of data they could collect that no one actually started to think about organization until a few years ago. To make a long story short, big data became too big. Trying to find actionable solutions from a pile of “stuff” was like searching the beach for one particular grain of sand.

Is Data Reduction the Solution To the Big Data Revolution?

A (very) small fringe contingent of so-called experts are putting forth the solution that reducing the amount of data collected will help companies without the ability to organize at scale. On the surface, this solution makes sense – reducing the amount of clutter in your closet helps you to find the item that you are looking for.

However, these companies fail to understand one crucial point. Companies that collect data in a haphazard way are likely to reduce that data in a haphazard way as well. Stated another way, companies may throw away or ignore the most important data if it reduces its intake without first analyzing its current methodologies. There is something to be said for directing data collection efforts, but this cannot be accomplished without a robust data organization program.

What Are the Advantages of Modern Data Science?

No matter what buzzword you look up first, anything related to data science is basically a technique in how to aggregate, organize and analyze data. Similar to security and customer outreach processes, certain elements of data science can be automated while other parts can be streamlined to give even the smallest startup the ability to siphon through enormous amounts of data in a timely manner.

Companies that are doing business in this era have a huge advantage if they choose to engage in the nuances of data science. There has never been more help for a company that is looking to straighten out its data methodologies – help that is intuitive and even cost-effective.

Modern Data Science is Revolutionizing Sales and Marketing Today

If a company knows about its best prospects, it can deliver better marketing outreach. Precisely targeting your information is the only way that your company will be able to differentiate itself from the two quintillion bytes of data that are being produced every day.

The buyer persona was one of the most effective methods for targeting data appropriately in previous business generations. This generation of data science may completely eliminate the need for buyer personas, at least those personas that must be created manually. The science of data is moving into automated, real-time rich data that continually updates your profiles. No matter how fast your audience moves, you can move with it.

Data driven marketing allows you to segment your customer base based on more than demographic information. Businesses today have the ability to target their audiences based on contextual data, firmographic data, demographics behavioral statistics and psychographics. All of these data driven metrics can be filtered down into the scripts of your sales team, even modifying them on a day-to-day basis if need be.

In short, data science is the way to go in the modern business landscape. If it is not yet the singular key to marketing, it certainly holds a few hidden treasures behind curtains.

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Don’t Forget the Conversation!

17 May

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When you’re thinking about ways to marketing your firm, one of the ideas you may have is conversational marketing. It may not be the hot, trending buzzword it once was, but conversational marketing is a vital way to build your brand’s visibility, influence customers and grow within your industry. Why? Consider these four reasons why conversation-based marketing should NOT be pushed to the side in favor of the newest way of getting your name out there.

  • There Are More Conversations to Have – Social media has disrupted the world of marketing, making it incredibly simple to have those conversations with customers, gather information and intelligence and get your name out there. Because of social media, companies that may have found it too expensive or daunting to open the lines of communication are able to do so using Twitter, Facebook, Instagram and the like.
  • Customers are Used to Personalized Experiences – Because of the growth in technology, such as cookies, customers are used to being greeted by name, having a website remember the last order and knowing their likes and dislikes. The concept of personalization has opened up customers to this type of sharing.
  • Analytics Gives You Knowledge – The more data you collect, which will happen with every review you receive and line of communication you open, the more you’ll know about your customers. Today’s analytics options allow you to do more with the knowledge you receive–giving you the power to grow.
  • Your Customers Will Appreciate It – There are few things that consumers want more than feeling like their voice is heard. By opening those helplines, sending out surveys or requesting feedback, you’re letting every customer get his or her voice heard and validating those thoughts. It’s a win-win scenario.

While the concept of conversational marketing may seem a bit complex or esoteric at first, the reality is that it is as simple as asking for feedback, listening and responding. As a subset of your content marketing, you’ll find that it is much easier than you may imagine to get those conversations rolling and benefit from the information you will receive.

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4 Tips for Choosing the Right Space on the Trade Show Floor

15 May

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When it comes to your trade show floors and appearance, you might be limited in the size and design of your booth by your budget. While this — along with choosing the right trade show to attend — is an important element of success, picking and choosing the right location and trade show booth flooring ideas on the is vital as well. Here are four tips to help you out.

1. Get up front

A space near the show floor’s main entrance is a prime spot for your company’s booth for two primary reasons. First, you’ll have the attention of nearly all of the trade show’s attendees as they enter the trade show. Second, because most people who enter through the main doors are just arriving, they are fresh and eager to see what awaits them. This highly-visible location allows you to capitalize on their enthusiasm and capture their attention.

2. Near the Big Players

Nearly every trade show has its company sponsors and those booths that are known for attracting a great deal of attention. Having your company’s booth close to these other companies allows you to benefit from their traffic. One reason that this location might not work, however, is if that company is one of your direct competitors.

3. Close to Food Vendors and Restrooms

People who attend trade shows are usually there long enough to have to either visit the restroom or eat. Many people do both which is why it often pays to be located close to the restrooms and food vendors. If possible, choose a location that is positioned near the exit of the restroom or food vending area. Attendees are likely to be hurrying to visit the restroom and/or eat and could forget to stop by your booth afterward.

4. Near intersections and corners

Being located near the intersection of aisles or on the corner provides you with more options to capture the attention of foot traffic. Because people often tend to congregate at intersections, you’ll be provided with an opportunity to get them to notice you. This is why it’s important to have a trade show booth that’s designed to be captivating no matter which way it is approached.

Sometimes You Can’t Choose

There are some trade shows that assign booth locations with repeat companies often getting the prime spots. You can try booking your space early, being ready to take advantage of any cancellations and offering to pay an additional fee for a choice location.
Regardless of where your booth ends up being located, it’s important to use the advantages you do have and strategize for success. A key element in securing the attention of attendees is a trade show booth that piques their interest and puts your brand first.

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The Marketing Potential on Amazon

11 May

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Part of the reason that Amazon stock has gone through the roof is that people are finally beginning to realize its potential as a marketing platform as well as a retail space. Huge brands such as Kenmore and Nike are now partnering with Amazon directly to sell instead of dealing with the overhead of physical stores. Not only do customers get products from the comfort of their own homes, but less overhead means even more dollars for marketing!

Some marketers who are stuck in 2010 may still view Amazon as a platform that is made solely for e-commerce. However, the ecosystem of this online giant has expanded far beyond static picture sets and wordy product descriptions.

Amazon Spark

The beginning of the new generation of Amazon will almost certainly include Spark, the relatively new and unknown social media network on the Amazon website. Amazon has already taking heed to the mistakes of major social media platforms and created a platform that is actually quite impressive.

Because people already trust Amazon as a retailer and fulfillment center, the calls to action here will likely spawn more conversions. This will definitely make advertisers happier, and one can only imagine how the marketing potential on Spark will expand once Amazon starts promoting it to the mainstream. If you have not taken a look at Spark, you should definitely get in before the rush comes.

Product Placement

Amazon knows a thing or two about product placement and the sponsored content. There is perhaps no platform with the ability to move a prospect through the sales funnel more quickly. Amazon is also the first platform to implement exciting customer journey tools such as augmented reality incorporated into visual search.

The closer that you can get to connect the prospect to the product before the sale, the quicker the sale comes. This is product placement on the next level, and Amazon is at the forefront of this concept.

Amazon already holds more than 70% of the market for home voice assistants. This is an incredible opportunity to open up the rest of the platform. This is just the opportunity that is waiting in the wings – the immensely popular Amazon Alexa is already giving marketers brain aneurysms trying to figure out how to best employ its new opportunities to customers.

Certain brands such as Purina are getting it right. Tide is another brand that is creating incredible new marketing content on Amazon. For instance, Tide currently has a skill giving prospects the opportunity to move through a virtual world of stain removal. With each skill comes an advertisement for a product that would solve the problem, of course easily purchased via the intuitive Amazon platform. One can only imagine the opportunities that will be available when products like Alexa Show hit the mainstream.

The question is not if Amazon will become a marketing giant in the near future – the real question is when. Moreover, the world seems to be working on Amazon’s timeline. The company has more technologies ready to usurp market share from other industry giants than any other industry giant. However, these innovations will only help the companies that are not in direct competition with Amazon. Woe be to the consumer who does not know how to control his or her wallet – things are about to get really simple to buy.

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Five Reasons to Rethink Your Call to Action

9 May

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You spend time or money getting the perfect webpage designed. Then, you write the perfect copy that is sure to captivate consumers and get them interested in your brand. You spend big bucks on ads or other methods to attract visitors to your site in the first place. However, there is one more thing that is standing between buyers and your product or service–the call to action. Though it may be just a few simple words, its importance can’t be overestimated. If you’re still using that same call to action you have been using for years and you don’t like the results, we’ve put together four reasons why it may be time to rethink that plan.

  • Your Desired Result Isn’t Clear – A call to action should be clear, simple and defined. If your CTA is too long or has “choices” it could be that web browsers don’t know what you want them to do. Try a twist on the simple “click here” or “buy now” and see if you get any improvement.
  • Visitors Have to Work Hard to Find It – Where is your call to action? While placing one at the end (bottom) of your content makes sense, if you have a long landing page you may lose some of your visitors before they get to the button. Placing at least one call to action above the fold will allow the impatient to follow through and see what else you have to offer. At the same time, including one at the end will allow you to grab those who believe in reading it all.
  • It’s Not Attractive – A call to action should SCREAM “click me.” Is your website button design attractive? Does the text and formatting look up-to-date and modern? A few simple cosmetic changes may make a big difference.
  • It’s Not a Button – While an in-text call to action can be useful as well, provide at least one “button” or graphic. Some readers may be more drawn to this type of setup than a boring text link.

Finally, if you’re not getting the results you desire, maybe it is time to do a little testing. A-B testing can be a great way to see what works, what doesn’t and come up with some better ideas for the future. Don’t be afraid to try something new. That’s the beauty of the internet–you can always adjust it later!

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