Onweb marketing – IQ Channels http://iqchannels.com/ Mon, 06 Dec 2021 12:10:43 +0000 en-US hourly 1 https://wordpress.org/?v=5.8.2 https://iqchannels.com/wp-content/uploads/2021/11/profile-140x136.png Onweb marketing – IQ Channels http://iqchannels.com/ 32 32 2021 in review: the worst marketing buzzwords https://iqchannels.com/2021-in-review-the-worst-marketing-buzzwords/ Mon, 06 Dec 2021 11:30:00 +0000 https://iqchannels.com/2021-in-review-the-worst-marketing-buzzwords/ TVN – Non-fungible tokens are the real future of marketing, unless they are not. So far, the trend appears to be holding, as brands embrace NFTs overwhelmingly and consumers follow suit. Count Gary Vaynerchuk among the believers. He took a few doodles his parents might have been embarrassed to put on their refrigerators and sold […]]]>

TVN – Non-fungible tokens are the real future of marketing, unless they are not. So far, the trend appears to be holding, as brands embrace NFTs overwhelmingly and consumers follow suit. Count Gary Vaynerchuk among the believers. He took a few doodles his parents might have been embarrassed to put on their refrigerators and sold them for big crypto-bucks like a digital trinket. This is what marketing is for.

Zero part dataForrester is credited for this, and perhaps deserves the blame for introducing other linguistic pathogens into the Marketerverse. It is intended to describe all the data that a customer intentionally gives to a brand or business. But then, that would also seem to describe “first party” data. As opposed to “second” data (what you borrow from a publisher, platform, retailer, etc.) is strict so that the data is factually correct). This description is not necessary. But party. Just like with the dimensions of reality, we have to move forward, not back down. For example, “third party data” (what hackers collect); “Fifth party data” (what you use your cryptocurrency to buy from hackers in Dark Web markets); or “sixth part data” (stuff you just invented to support your decisions).

Help with the decision – An oldie but goody – this describes market research in the most cynical way possible, like something you buy to support a decision you’ve already made anyway.

Game changer – Another oldie but goody, describing “disruptors”. But, hey, we should have learned by now, this isn’t a game.

In the House – We remember Mandy Patinkin’s line of “The princess to marry:” “You keep using that word. I don’t think that word means what you think it does. It’s increasingly clear that the things marketers take ‘in-house’ are often not right. everything in their homes. For example, “in-house”, programmatic buying is often done with an external platform on the demand side. Unilever has a global network of in-house marketing content studios whose employees are employed by Oliver, a unit of You and Mr. Jones, and who today work largely in their own house, not the Unilever house. The industry needs a new expression for this phenomenon, such as “Screw the agencies.” But that kind of blunt truth is, well, inconceivable.

See Ad Age year 2021 in review here.

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This is how Sánchez wastes: € 335,000 for marketing in Ukraine and 315,000 for digitizing Cuban taxes https://iqchannels.com/this-is-how-sanchez-wastes-e-335000-for-marketing-in-ukraine-and-315000-for-digitizing-cuban-taxes/ Sun, 05 Dec 2021 07:29:06 +0000 https://iqchannels.com/this-is-how-sanchez-wastes-e-335000-for-marketing-in-ukraine-and-315000-for-digitizing-cuban-taxes/ The government’s waste of Pedro Sanchez reached unsuspected heights. This emerges from the latest contracts from the International and Ibero-American Foundation for the Administration of Public Policies (FIIAPP), an entity made up of several ministers from the PSOE Executive and Podemos. These are dozens of contracts of more than 100,000 euros each for communication strategies […]]]>

The government’s waste of Pedro Sanchez reached unsuspected heights. This emerges from the latest contracts from the International and Ibero-American Foundation for the Administration of Public Policies (FIIAPP), an entity made up of several ministers from the PSOE Executive and Podemos. These are dozens of contracts of more than 100,000 euros each for communication strategies in Ukraine, plans against climate change in Latin American countries, forensic laboratories for Belize and, among many other concepts, police equipment for Mali, Chad, Mauritania and Burkina Faso.

The Recruitment platform del Estado collects this series of tenders processed in recent months. OKDIARIO has located concepts as extravagant as 190,000 euros for a contract for “Equipment for the processing of sensitive data from the Cuban Tax Administration ” o € 335,000 for “Communication campaigns aimed at groups of users of electronic services and communication of public brands in Ukraine ‘.

Also with regard to Cuba, a regime that maintains millionaire debts with Spain, the executive of Pedro Sánchez has dealt with contracts on “Digital transformation of the public sector in Cuba “(125,000 euros)”, Web platform for business intelligence for Cuba “(45,000 euros) and, among others,”From renewable sources energy and energy efficiency in Cuba ”(213,856 euros). European funds are also used to finance all these expenses.

Markets for public foundations FIIAPP. (Graphic: OKDIARIO)

Climate change

One of the subjects to which the FIIAPP dedicates multiple contracts is climate change in developing countries. Although the Executive does not solve the problem of emissions at our borders, it is launched to try to solve this problem in other countries without industry. Let us recall for example that the Government maintains hundreds of polluting vehicles within its Mobile Park or diesel boilers.

213,856 euros are allocated to projects on renewable energies and energy efficiency in Cuba, 99,900 euros in low-carbon agrifood chains in Costa Rica, 210,600 euros in a Decarbonization Strategy of Colombia, 140,400 euros additional in public policies for the mitigation of greenhouse gases in Colombia, 34,200 euros in a Climate Empowerment Plan of Chile, 50,000 euros a Citizen participation process on climate change in Panama, 29,800 euros in Actions on climate issues, gender and vulnerable groups in Peru and 78,400 euros in another action strategy for climate empowerment in Argentina.

Narcotics in Pakistan

This foundation was at the center of the controversy because Pedro Sánchez granted them 1.2 million euros more in the general budgets of the State after giving quads to the Moroccan police. It is striking that while the police and civil guard have big loopholes, the Spanish government purchases top quality equipment from foreign governments.

From the list of dozens of security contracts, stand out: Support in the field of maritime security strategy in Mauritania (54,228 euros), Endowments to the Gendarmerie units of Chad (500,000 euros), Digital library of the training schools of the National Police of Peru (114,000 euros), Removable sheds for vehicles of the National Gendarmerie of Mali (35,000 euros), Maintenance of 21 motorbikes Niger (6,300 euros), Computers for the Ministry of Narcotics Control of Pakistan (25,246 euros), Promotion of community policing in the Lebanon (123,966 euros), Equipment for the Gendarmerie units of Burkina Faso (848,000 euros) or, among others, Support for the reform of the Burma (35,000 €).

Laboratories in Belize

It is also surprising that the government is subsidizing new forensic laboratories in El Salvador, Belize and the Dominican Republic (855,000 euros) o Equipment for forensic institutes in Belize and Honduras (460,200 euros). These contracts of the Spanish government to countries like Belize or Panama which were tax havens until a few years ago and keep taxes low.

Other surprising contracts are called: Investigative Teams for the Attorney General’s Office Colombia (60,750 euros), Participatory processes in the development of the Platform Indigenous villages (28,000 euros), Disaster risk reduction in Colombia (58,100 euros) or, among others, Sociological research on digitization in Ukraine (105,000 €).

Patronage

The entity was founded in 1998 and has a budget of around 70 million euros per year. Within the Board of Directors of the FIIAPP, according to its statutes, it is composed of a Vice-president of the government –Until her dismissal, it was Carmen Calvo–, Minister of Foreign Affairs, European Union and Cooperation, Minister of Justice and 14 state secretaries of several ministries, among other positions.

Disclaimer: This article is generated from the feed and not edited by our team.

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How Smartphone Brands Can Fight Online Crimes, Marketing & Advertising News, AND BrandEquity https://iqchannels.com/how-smartphone-brands-can-fight-online-crimes-marketing-advertising-news-and-brandequity/ Sun, 05 Dec 2021 05:50:00 +0000 https://iqchannels.com/how-smartphone-brands-can-fight-online-crimes-marketing-advertising-news-and-brandequity/ Smartphone companies with a strong consumer appeal now face most of the reputation issues caused by counterfeiting their brands in the digital space, according to a new report. There are three main techniques relating to false gratification of trademark infringement, false presence and misrepresentation. According to Faisal Kawoosa, Founder and Chief Analyst of Techarc, as […]]]>
Smartphone companies with a strong consumer appeal now face most of the reputation issues caused by counterfeiting their brands in the digital space, according to a new report.

There are three main techniques relating to false gratification of trademark infringement, false presence and misrepresentation.

According to Faisal Kawoosa, Founder and Chief Analyst of Techarc, as digital becomes mainstream and brands increase their D2C (direct-to-consumer) engagements, they must proactively monitor the digital space for any infringement cases. .

“The first thing brands need to do is get out of denial mode and create a common synergy between marketing, e-commerce, IT and digital teams,” he said in the Brand Reputation Index (BRIX) report. .

In bogus gratuities, crooks undermine the identity of any brand by offering bogus coupons, rewards, programs and discounts. This is the simplest trap for consumers looking for the best deals when deciding to buy a smartphone they are interested in.

In the fake presence technique, scammers create fake profiles on popular social media apps and seduce an audience that is genuinely interested in engaging with the brand. In many cases, bogus bonuses are routed through such accounts to trick people looking for deals on smartphones.

“Misrepresentation is the most serious level of infringement when crooks create a bogus website, bogus app, or marketplace. Using typo-squatting techniques, fraudsters create very similar websites, apps and marketplaces, then direct users to those sites to sign up, which could be used for data theft to financial frauds ” , notes the report.

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Close More Deals With These 10 Email Marketing And Selling Tips https://iqchannels.com/close-more-deals-with-these-10-email-marketing-and-selling-tips/ Sat, 04 Dec 2021 14:00:04 +0000 https://iqchannels.com/close-more-deals-with-these-10-email-marketing-and-selling-tips/ Email has long been a powerful tool for marketing and sales. But companies must constantly update their methods to get the most out of their strategy. Members of the online small business community are familiar with these challenges. Get their tips for improving email marketing and sales below. Generate leads with these email capture tools […]]]>

Email has long been a powerful tool for marketing and sales. But companies must constantly update their methods to get the most out of their strategy. Members of the online small business community are familiar with these challenges. Get their tips for improving email marketing and sales below.



Generate leads with these email capture tools

Before you can close any email sales, you need to collect addresses. There are a variety of tools available to help you connect with relevant customers. Adam Connell of Blogging Wizard explore a few of them in this post. And BizSugar members discussed further here.

Try these lead generation strategies in 2022

B2B businesses need to keep up with industry trends to continue to connect with potential customers. So how can you collect more leads in the coming year? Industry experts, including Ryan Foland, to share methods in this article on Infuse Media.

Adjust your marketing budget for 2022

Changes in your sales and marketing strategy over the next year may also require a change in budget. The more you invest in your strategy, the more your business should earn. Lane Ellis of TopRank Marketing discuss the concept further here.

Boost your return on email marketing investment

Email marketing is often free or affordable, at least in terms of money. But it takes time and effort. So you want a solid return from your strategy. In this Small Biz Viewpoints post, Harry and Sally Vaishnaiv Explain how to improve the ROI of your email marketing.

Consider Moosend to Save Money on Email Marketing

There is no shortage of available email marketing tools. But it’s always worth looking for new options to access advanced features or save money. In this Digital Millions article, Tamal Kr. Chandra Comments a tool called Moosend, which can save businesses money.

Improve Your Income With These Sales Tools

Whether you’re selling by email or using other methods, the right tools can help you close more deals. And when you sell more effectively, your income should increase dramatically. Ada Durzynska lists 15 of the Best Selling Tools for Businesses in this GetResponse article.

Get More Conversions With These Web Design Tips

When you connect with customers via email, you can send them to your website to close the deal. So the design of your site can have an impact on the number of sales you make. Advice in this Kyriaki Raouna’s Pixel Productions post can help you update your website for optimal conversions. You can also see remark about posting to the BizSugar community.

Use these copywriting strategies to increase conversions

Along with your website design, your copy can also help you close more sales. On the Oktopost blog, Eyal Katz offers Seven Writing Strategies That Can Help B2B Marketers Increase Conversions.

Boost customer service capabilities

Email isn’t just used to market and close sales. It can also be an effective customer service strategy. Whether you are handling this through email, live chat, or other methods, good service is essential. Elechi Emekobum Explain how to improve customer service in this Gold Platter article.

Improve efficiency with these apps

Working efficiently can help you close more deals and get more done in your business. There are many apps and tools that can help you improve your efficiency. Becca williams details six of them in this SmallBiz Technology article.

If you would like to suggest your favorite small business content to consider for a future community roundup, please send your topical tips to: sbtips@gmail.com.

Image: Depositphotos


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Facebook Whistleblower Says Transparency Needed To Solve Social Media Problems, Marketing & Advertising News, AND BrandEquity https://iqchannels.com/facebook-whistleblower-says-transparency-needed-to-solve-social-media-problems-marketing-advertising-news-and-brandequity/ Sat, 04 Dec 2021 12:00:00 +0000 https://iqchannels.com/facebook-whistleblower-says-transparency-needed-to-solve-social-media-problems-marketing-advertising-news-and-brandequity/ Further investigation into Facebook’s lack of controls to prevent misinformation and abuse in languages ​​other than English is likely to leave people “even more shocked” by the potential damage done by the social media company, a whistleblower Frances Haugen told Reuters. Haugen, a former Facebook product manager at Meta Platforms Inc, spoke at the Reuters […]]]>
Further investigation into Facebook’s lack of controls to prevent misinformation and abuse in languages ​​other than English is likely to leave people “even more shocked” by the potential damage done by the social media company, a whistleblower Frances Haugen told Reuters.

Haugen, a former Facebook product manager at Meta Platforms Inc, spoke at the Reuters Next conference on Friday.

She left the company in May with thousands of internal documents that she leaked to the Wall Street Journal. This led to a series of articles in September detailing how the company knew its apps were helping spread controversial content and harming the mental health of some young users.

Facebook also knew there were too few workers with the language skills to identify objectionable user posts in a number of developing countries, according to internal documents and Reuters interviews with former employees.

People who use the platform in languages ​​other than English are using a “raw and dangerous version of Facebook,” Haugen said.

Facebook has always said it doesn’t agree with Haugen’s characterization of internal research and is proud of the work it has done to end abuse on the platform.

Haugen said the company should be required to disclose the languages ​​supported by its technical security systems, otherwise “Facebook will do … the bare minimum to minimize the public relations risk,” she said.

Internal Facebook documents released by Haugen also raised new concerns about how he may have failed to take action to prevent the spread of misleading information.

Haugen said the social media company knew it could introduce “strategic frictions” to slow users down before sharing posts, such as forcing users to click on a link before they could share the content. But she said the company is avoiding taking such steps in order to preserve its profits.

Such measures to make users reconsider sharing certain content could be useful given that allowing technology platforms or governments to determine which information is true poses many risks, according to the Internet and legal experts who spoke out on the matter. ‘a separate panel at the Reuters Next conference on Friday.

“By regulating speech, you give states the power to manipulate speech for their own purposes,” said David Greene, director of civil liberties at the Electronic Frontier Foundation.

The documents released by Haugen led to a series of US Congressional hearings. Adam Mosseri, Instagram app manager for Meta Platforms, will testify next week about the app’s effect on young people.

When asked what she would tell Mosseri if the opportunity presented itself, Haugen said she would question why the company hasn’t released more of its internal research.

“We now have proof that Facebook has known for years that it harms children,” she said. “How are we supposed to trust you in the future?” “

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Sushil Kumar Modi calls for regulation of online gaming, Marketing & Advertising News, AND BrandEquity https://iqchannels.com/sushil-kumar-modi-calls-for-regulation-of-online-gaming-marketing-advertising-news-and-brandequity/ Sat, 04 Dec 2021 08:00:00 +0000 https://iqchannels.com/sushil-kumar-modi-calls-for-regulation-of-online-gaming-marketing-advertising-news-and-brandequity/ Sushil Kumar Modi calls for regulation of online gambling. Expressing concern over children’s addiction to mobile games, Sushil Kumar Modi, a member of Rajya Sabha and top BJP leader, on Friday called on the government to regulate the online gaming industry and impose a flat tax on it. Referring to the issue during Zero Hour, […]]]>
Sushil Kumar Modi calls for regulation of online gambling.

Expressing concern over children’s addiction to mobile games, Sushil Kumar Modi, a member of Rajya Sabha and top BJP leader, on Friday called on the government to regulate the online gaming industry and impose a flat tax on it. Referring to the issue during Zero Hour, he said that these online games have now given way to gambling and betting.

Rajya Sabha Chairman, Mr. Venkaiah Naidu, asked Ashwini Vaishnaw, who is Minister of Communications, Electronics and Information Technology, to take note of this issue.

“Consult the Ministry of Law and do what is necessary. This is a great threat,” Naidu pointed out.

Modi said that the booming online gambling industry has become a big problem for young people in this country.

How to drive a stranger waiting for a taxi resulted in the creation of one of India’s most iconic commercials for Liril soap …

“Online gambling is becoming a big addiction. I would like to point out that this sector, like the crypto industry, certainly has regulatory loopholes. I therefore urge the government to introduce a uniform tax on online gambling. I urge the government to create a comprehensive regulatory framework for online gambling, ”he said.

If there are no regulations, Modi said it would be difficult to prevent children from becoming addicted.

“Crores and crores of young people have become addicting to online gambling. Since it is online, it is very difficult to prevent children from becoming addicted. And now this online game has been converted to gambling or betting. And now there is controversy over whether is a game of skill or a game of chance, “said the BJP frontman.

In the pre-Covid period, the BJP leader said, weekly time spent on mobile games was 2.5 hours, while 11% of total smartphone time was spent on games. However, during the lockdown, the playing time increased to four hours.

The BJP member said that more than 43 crore people are currently in online games, and the number is expected to increase to 65.7 crore by 2025. The revenue generated from online games was Rs 13,600 crore and this is expected to increase to 29,000 crore in the year 2025.

The number of mobile downloads has also increased, he added.

Modi noted that many states like Telangana, Andhra Pradesh and Kerala had banned online gambling, but this was overturned by the high courts.

He added that millions of people play games like Ludo Kings, Rummy, Poker, Dream 11.

Watch BE + with Ambi Parameswaran: conversation with industry leaders like Jasneet Bachal, Harish Narayanan, Deepali Naair, Siddhesh Joglekar and more

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17 digital marketing terms everyone should know https://iqchannels.com/17-digital-marketing-terms-everyone-should-know/ Fri, 03 Dec 2021 23:53:02 +0000 https://iqchannels.com/17-digital-marketing-terms-everyone-should-know/ From tools to strategy to tactics, digital marketing cuts across many disciplines, so the terrain feels everywhere if you don’t know it. But understanding digital marketing isn’t just about knowing specific pieces of ad technology or platforms like email or social media, it’s about getting a feel for how all of those things fit into. […]]]>

From tools to strategy to tactics, digital marketing cuts across many disciplines, so the terrain feels everywhere if you don’t know it.

But understanding digital marketing isn’t just about knowing specific pieces of ad technology or platforms like email or social media, it’s about getting a feel for how all of those things fit into. a larger frame.

So, with the big picture of marketing as your focus, here are 17 terms you are likely to come across if you are working as a digital marketer, especially in associations.

1. Brand security

Protecting a brand from dangerous affiliations, such as questionable online content. A particular issue after the 2016 election, trademark security may lead to the use of blacklists Where white lists to ensure that digital advertising only appears on certain websites with approved content.

2. Content marketing

An approach to digital marketing using targeted content, often for search engines or social media, that promotes concepts related to a brand’s goals or messages. Different theories abound on the best practices in this form of content delivery, but many agree that it has far surpassed the press release as the primary branding marketing tool on the internet.

3. Cost per Mile (CPM)

The price of advertising calculated by the number of impressions (“mille” being a French and Italian term for “mille”). Often used in advertising campaigns, CPM became an important metric on the web because it could be directly tracked, whereas in the past (via methods such as broadcast or print advertising) it was generally implied.

This term has a number of variations, such as cost per impression.

4. Economy of creators

A microcosm of individuals such as video makers, social media personalities and newsletter writers who have built a house approach to media creation outside of the corporate media context.

Participants in the Creative Economy can use tools like Patreon or Substack to promote their work. They are considered part of influencer marketing, a key trend in social media.

(Vadym Petrochenko / iStock / Getty Images Plus)

5. Biscuit

A digital piece of data, originally used during the days of the first web, that stores identifiable information about specific users. For decades, cookies have been a fundamental part of advertising technology, but their use, especially on servers, has gained a controversial reputation. As a result, some web browsers (like Apple’s Safari) limit their use entirely.

Despite numerous reputation hits over the years, the cookie has largely survived for lack of a better tool. A recent Google attempt called Federated Cohort Learning (FLoC) has struggled to gain broad support; Therefore, Google has delayed its plan to end its use of cookies.

6. Funnel

This term, used in both marketing and Sales, refers to the position of a customer or potential member in the marketing process. Content marketing is often tied directly to the funnel.

Introductory information is near the top of the funnel, while more detailed information is intended for those who are more deeply engaged, or “in the middle of the funnel.” The bottom of the funnel represents the final step in the buying or joining process.

A competing approach is life cycle marketing, a more sophisticated version of the funnel that links the marketing process to experiences.

7. Impressions

View of a specific marketing or advertising element on the Internet. This term, as Investopedia notes, is generally an attempt to quantify the impact of an element of online marketing.

(Fotostorm / E + / Getty Images)

8. Influencer marketing

The use of a leading character to promote a product or service, an increasingly popular model in the age of social media. A classic example is Casey neistat, a popular video maker who has used his large audience base to promote products for businesses like Nike unexpectedly.

A related term is micro-influencer, which refers to an influencer who may not be widely known but who has a cult following in a niche space such as an association. A microinfluencer, according to the Association of National Advertisers, has between 10,000 and 50,000 followers on social networks.

9. JavaScript

Programming language often used for basic marketing technologies such as analytics and retargeting. These use cases are fundamental to many marketing approaches, but they can data privacy and security problems and can also weigh down the website. Many users take steps to block these scripts with an ad blocker.

10. Key performance indicator (KPI)

A primary signifier of how a marketing initiative works, based on the goals set by the organization when launching a specific initiative. As Investopedia notes, KPIs are often linked to metrics such as profit, engagement, and overall operational performance.

11. Marketing automation

Technical tools of varying sophistication that automatically execute marketing strategies, allowing staff to manage campaigns from a higher level. Two examples of marketing automation: a drip campaign and social media management Software.

(Rudjan Nagiev / iStock / Getty Images Plus)

12. Openness rate

The percentage of users who opened a specific email. For years the primary tool for tracking email engagement, this long-standing tool has faced challenges in recent months due to Mail privacy protection, a setting available in iOS that limits the ability of marketers to track email usage.

A related term, click-through rate to open, refers to the click-through rate on the links among those who opened the email.

13. Pay per click (PPC)

A form of advertising, often associated with search engines and banner ads, in which an advertiser pays based on the number of people who click on a link, rather than paying a fixed fee. This was a revolutionary concept at the start of the internet age, as it often allowed for more personalized campaigns than could have been allowed through billboards and television advertising.

14. Programmatic advertising

Advertising placed on a website without human intervention, based on a predetermined set of rules. This basic concept can be adapted in a number of ways, allowing advertisers to target specific types of users and to set ground rules for how advertising should or should not appear online.

15. Promotions tab

A Gmail tab which is often dominated by marketing emails. It’s a controversial place for many marketers, who often think people are much less likely to see the message if it lands somewhere other than the primary inbox.

But all is not bad, as Campaign Monitor notes: “Read rates drop slightly when switching from the inbox to the Promotions tab, but there are about half of spam complaints in the Promotions tabs than in the main tab.”

16. Retargeting

Advertising that targets a specific user more than once, often following a sign of prior engagement. This technique—Although somewhat controversial on platforms such as Facebook — is useful for many advertisers because it allows them to capture the attention of users who are most likely interested in using or purchasing promoted tools.

17. Tracking pixel

An image, usually a blank or monochrome image, that is placed on a web page to analyze who is visiting the site. It is one of the primary ways marketers track impressions or clicks. This is more flexible than using a tool like a script or a cookie, as it can be used in places like email marketing, although it is less interactive than a script.

(MicroStockHub / iStock / Getty Images Plus)

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MarTech interview with Allison Dancy, Marketing Director at Kibo https://iqchannels.com/martech-interview-with-allison-dancy-marketing-director-at-kibo/ Fri, 03 Dec 2021 11:49:27 +0000 https://iqchannels.com/martech-interview-with-allison-dancy-marketing-director-at-kibo/ AI-powered personalization systems can not only improve the overall shopping experience, but can also help brands better assess their actual shopping behaviors, Allison Dancy, Marketing Director at Kibo shares some thoughts: ________ Welcome to this cat from the MarTech Allison series, we would like to get to know you better! Tell us about your role […]]]>

AI-powered personalization systems can not only improve the overall shopping experience, but can also help brands better assess their actual shopping behaviors, Allison Dancy, Marketing Director at Kibo shares some thoughts:

________

Welcome to this cat from the MarTech Allison series, we would like to get to know you better! Tell us about your role as CMO at Kibo and share some of your key B2B marketing moments from your journey so far?

What inspired you to enter the marketing arena and if you weren’t in marketing what else would you have chosen to do? !

Thank you for hosting me! I am delighted to have joined the team of Kibo. Kibo provides industry-recognized SaaS products that help B2C and B2B brands deliver the most relevant and personalized online experiences to their consumers. We’re the only vendor on the market today that combines a powerful ecommerce platform with enterprise-level order management and AI-powered personalization to help brands capitalize on buying behavior and data trends and serving customers what they are most likely to want and need, while letting them search, buy, ship, pick up and return goods in the way that works best for them. It is the best of modern commerce. It’s a fun workspace and the Kibo team are top notch, powerful products that meet a real market need, an impressive list of happy customers, and an amazing group of talented colleagues.

My journey up to this point started in sales, where I learned what it takes to really connect with buyers. I learned how to create messages based on product value and weaknesses and map the buyer’s journey and align it with the right reach. My time in the field really informed me as a marketer. After selling I moved on to marketing and demand generation. From there I hired top marketing teams, which I did for over 10 years.

I have always been fascinated by regional cultures, customers, languages ​​and food. I studied in the south of France during my university studies and taught English in Japan for two years after I had just graduated from university. There was a trajectory in my life where I could have pursued advanced studies and oriented myself towards cultural, linguistic or food anthropology.

Marketing Technology News: MarTech Interview with Steve Earl, Oracle CX VP

How do you think B2B marketing is evolving and what do you think are the main trends that will dominate the market in 2022 and beyond?

B2B marketing is on the same path as B2C marketing – one towards hyper-personalization. Buyers are increasingly researching online before speaking with a brand. The best B2B marketers use all the tools at their disposal to track, analyze and better understand each type of buyer to ensure they speak their language and guide them towards the purchase by presenting an organized content journey. or an organized product selection, in the case of B2C. Buyers expect you to understand who they are and what they need up front.

People are tired of being tracked and targeted blindly. You need to make your outreach personal and relevant and talk about the issues you’re solving for that buyer, not just the quality of your brand or products. And these interactions must be human and not robotic or windy. Personalized outreach at scale is not easy, and neither is alignment with sales, marketing, and customer experience functions, hence the proliferation of software solutions that attempt to address this problem today.

Buying is a non-linear journey. There is never a single touch that puts someone in a “funnel” and keeps them there. And there is never a simple answer around what will work. Marketing is about making assumptions, putting on plays, learning, iterating. It takes time to get it right.

Intentional buyers are all over you and your competitor’s sites searching all hours of the day and night. The best B2B marketers focus on engagement, not just individual MQLs. It’s easier said than done. Engagement is harder to link directly to marketing spend as MQL could ultimately come from any contact on the account (not the one officially in the campaign) or could come much later when a project is set etc. It is more difficult to follow and may be less valued by the organization. There is almost always pressure to generate an immediate pipeline, but marketers should try to balance that by working to create scalable and more “complex” marketing. Each piece of content and each web page visit should add to the next to educate and prompt the next action. It is not easy to do.

What do you think are the fundamental marketing processes that new inbound marketing managers should focus on when taking on a new brand and new marketing team?

Digital platforms must be connected and talk to each other. The website is the alpha and omega of marketing. It tells the story of the brand. This is where the content you create lives and is consumed by the prospects you target. Ideally, it reflects the buyer’s journey and is where you send subscribers and respondents to your programs. This is what search engines crawl to return results. This is how you track the effectiveness of content, campaigns, programs, journeys, etc. With increased privacy laws and a lower tolerance for unsolicited outreach, getting prospects to find and engage with your site is essential. Proper tracking, rating and conversion mechanisms on your website are so important.

Hierarchical messaging, ideal customer profiles, and personas all lead to content mapping, which is essential. Content is the fuel that fuels your digital reach and gives prospects something to binge on when they’re ready to search for you themselves.

Sales and marketing teams should have common goals and should align with goals, timeline, messages, key transfers, rules of engagement in accounts, etc. The misalignment here is costly and frustrating. At best, teams waste time and money on the wrong tracks or by overlapping efforts. At worst, teams don’t want to engage with each other and feel like they’re on opposing teams.

Marketing Technology News: MarTech interview with Martin Wilson, co-founder and director of Bright

As someone who has spent a lot of time in marketing roles, we would like to delve into a few cutting edge marketing technologies that have always helped achieve end goals?

Website technology. Marketing needs to own the site from the information architecture, navigation, layout and design, content and conversion metrics. It should ideally be built on a platform the marketing team can handle without much technical intervention. Waiting for in-house IT teams or outsourced web developers can kill campaign tempo and delay pipeline creation.

Customer relationship management systems are used both by sales for transaction tracking and transaction progress, but also by marketing. Customer and prospect contact data is used to target campaigns and communications which are then tracked, scored and fed back into the system so that SDRs and sales know which contacts engaged with which campaigns and which content.

Marketing automation platforms and the ability to automate long-tail and large-scale engagement follow-ups help lower customer acquisition costs and give you a way to increase engagement as you grow. time. Scoring and weighting algorithms help align demographic information with buy signals and information from digital behaviors.

Account and intent-driven marketing platforms help marketers personalize broadcast and landing pages, get the big picture of your site visitors, and gather information about prospects who are “in the market” for your products. It has been a game-changer for marketing.

Can you tell us about some of the main challenges you still see today’s CMOs struggling with in the B2B marketplace and what tips / best practices would you share here?

The role of CMO is difficult. The scope of responsibility is so great, and what we’re hired to do so wide, that it’s hard to cover so much ground. We must be strategists, technologists, artists, executors, communicators, leaders and politicians. We need to be good at hiring where we’re least qualified, and we need to be masters at building and telling a story that is only partially about the numbers and the math. Marketing managers overtake IT teams in technology investments and are often the holders of more data than anyone in the organization. We need to have the skills to analyze and use mountains of data. Data scientists in marketing are the news that is becoming the new normal. B2B buyers also continue to demand more from the brands they buy from – before, during and after the sales cycle. Navigating the expectations and demands of products, sales, customer service, c-suite, boards, partners, business units and customers is tricky. Marketing has a top to bottom role to play in the organization. It is difficult to define a strategy, gain buy-in, set expectations, deliver and communicate complicated results quickly and effectively.

Good marketing depends on close alignment with the product and sales. If that alignment is lacking and handoffs don’t happen – with product insights, market fit, personalities, differentiators, roadmap, account assignments, customer feedback, and more, it is very difficult for marketing to be successful.

Some final thoughts, takeaways, and marketing / martech predictions for 2022 before concluding?

Intent data will continue to inform how we go to market. To gain notoriety in our complex digital world, marketers must strive to make more human and intimate connections by being hyper-personalized and timely with their reach. Privacy challenges will continue to grow, making brand building and amazing content more important. We will need to get prospects to engage directly with our brands. Education and thought leadership are essential. Continuing to find customers and partners to tell your story is also essential.

Marketing Technology News:MarTech interview with Rachel Meranus, CMO at Transfix

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3 tips for innovating in your B2B marketing https://iqchannels.com/3-tips-for-innovating-in-your-b2b-marketing/ Thu, 02 Dec 2021 22:14:22 +0000 https://iqchannels.com/3-tips-for-innovating-in-your-b2b-marketing/ Doing the same things consistently in your B2B marketing can produce stable results, but what about trying new things? New channels? New strategies? Trying new things in one B2B marketing strategy comes with some risk, but it’s often worth it. In this article, we take a look at three ways to innovate in your B2B […]]]>

Doing the same things consistently in your B2B marketing can produce stable results, but what about trying new things? New channels? New strategies?

Trying new things in one B2B marketing strategy comes with some risk, but it’s often worth it.

In this article, we take a look at three ways to innovate in your B2B marketing, while preserving the results you’re already getting.

Do research

Where do you start when looking to innovate in marketing?

The best place to start is a little research. You probably follow industry publications or thought leaders, whether in marketing or in your industry, so dig around and see what people are talking about.

Another possibility is to look at your competitors, suppliers and / or customers to see what they are doing. We are not suggesting copying your competition, but it does force you to think and consider strategies and methods that you may not have tried before.

Attend a conference or virtual event

For B2B marketing strategies and ideas, a great place to turn to is an industry conference or virtual event. Even a webinar specific to your industry or B2B marketing will offer some interesting insights and / or other leads that you might not have considered.

When looking for conferences or potential events, take a close look at who is hosting the event and who is speaking or present at the event. Review the topics to get an idea of ​​their relevance to your industry. For example, while Bop Design is a B2B marketing and website design agency, an event focused primarily on e-commerce marketing will not be suitable as we are not in the e-commerce business. The same is true if an event is primarily product driven if you only offer services and vice versa. Finally, be sure to see what past attendees are saying. Is this primarily a networking opportunity, a sales avenue, or a real learning experience?

Most conferences now have a virtual pass or even a recorded presentation only pass, making them affordable regardless of how much professional development budget you have.

Talk to an experienced B2B agency

Now, this is not a shameless take for our B2B agency. In fact, we often encourage potential clients to speak with other agencies to make sure it’s the right solution. Even within marketing, there are many agencies that specialize in different types of B2B marketing – whether it’s digital advertising, paid advertising, email marketing, inbound marketing, and more. Talking to a handful of agencies offers perspectives and ideas that may be new to you.

B2B Marketing Agencies are a great resource / partner as they work with a variety of clients and are up to date with the latest marketing approaches, ideas and trends. They also have a good idea of ​​what is working and what is not.


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Concorde Print & Design accelerates its growth with the addition of digital marketing capabilities https://iqchannels.com/concorde-print-design-accelerates-its-growth-with-the-addition-of-digital-marketing-capabilities/ Thu, 02 Dec 2021 16:35:53 +0000 https://iqchannels.com/concorde-print-design-accelerates-its-growth-with-the-addition-of-digital-marketing-capabilities/ Front office Concorde Print & Design Digital marketing is a natural consequence of our desire to constantly improve the value we deliver to our customers. CHICAGO (PRWEB) 02 December 2021 Concorde Print & Design, a print and creative design studio specializing in custom projects with a fast turnaround time, has announced that it now offers […]]]>

Front office Concorde Print & Design

Digital marketing is a natural consequence of our desire to constantly improve the value we deliver to our customers.

Concorde Print & Design, a print and creative design studio specializing in custom projects with a fast turnaround time, has announced that it now offers comprehensive digital marketing services for businesses nationwide. As an established supplier of print sales and marketing materials, Concorde is already qualified to handle tight production schedules and difficult demands. This expansion will allow existing customers to outsource additional marketing services to a trusted vendor while positioning Concorde as a one-stop-shop for traditional and digital marketing solutions.

Regarding the decision to expand online marketing, Concorde Owner and President Iva Sinkova said, “Digital marketing is a natural consequence of our desire to constantly improve the value we deliver to our customers. Now businesses can call on us for all their marketing needs, at a fraction of the cost. We’ve worked hard to earn our reputation for high quality work delivered on time and on budget. Expansion into the digital realm will help us increase our reach as Concorde continues to grow.

To achieve this important development, Concorde acquired NAVEO, a Wisconsin-based marketing agency with more than two decades of experience offering:

  • Website design and development
  • Search Engine Optimization (SEO)
  • Pay-per-click (PPC) advertising
  • Social media management
  • Print advertising
  • Branding
  • Video production
  • Content development

Commenting on the new partnership, Sinkova said: “Like us, NAVEO tailors its services to the unique needs of each project with a focus on profitable results. We support projects of all sizes, whether you need a corporate video, trade shows, or an integrated marketing strategy.

Concorde is a print and design studio headquartered in the Chicago Loop, serving the printing, design and marketing needs of Chicago-area businesses since 1998. Concorde works regularly with institutions from downtown Chicago, including Macy’s, Cirque du Soleil, Joffrey Ballet, The American Writers Museum and others. For more information, please visit – concordeprint.net

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