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  • admin 9:52 am on July 29, 2016 Permalink
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    Help! How Do I Set My Content Marketing KPIs? 

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  • admin 9:51 am on April 27, 2016 Permalink
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    Controlling the Content Floodgate with Brand Consistency and Marketing Agility – Part Two 

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  • admin 9:46 am on April 27, 2016 Permalink
    Tags: AdWeek, Content, , ,   

    AdWeek Webinar Control the Content Floodgate 

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  • admin 9:51 am on April 22, 2016 Permalink
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    Controlling the Content Floodgate with Brand Consistency and Marketing Agility 

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  • admin 9:53 am on December 23, 2015 Permalink
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    How To Get The Most Impact From Your Investment In Marketing And Sales Content 

    Tablet computer with handWe’ve all heard realtors say it’s “location, location, location” that sells a house. Well, now there’s a similar rallying cry for B2B marketing.

    To succeed in today’s complex and fast-paced business environment, B2B marketers say you need “content, content, content.”

    That’s what I have been saying since the beginning of my career!

    Content was king then, and it’s even more so today. Unfortunately, though, as Forbes makes crystal clear in its new report, Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain, the paradigm shift to publishing remains largely misunderstood. As a result, CMOs aren’t getting the most impact from their investment in marketing and sales content, and they’re missing out on valuable opportunities to accelerate growth, improve efficiencies and enhance the customer experience. Forbes confirms what many of us have known for some time: The marketing content supply chain is now critical to growing the top line, and that the CMO needs to become a publisher in order for the enterprise to succeed.

    What can you do to get the most impact from your investment in marketing and sales content?

    After interviewing 380 global marketing executives and 50 subject matter experts, Forbes has identified seven key points of control, leverage and scale in the enterprise publishing process. Briefly, those seven points are:

    1.     Content planning. Marketers are using technology to enable an editorial structure and facilitate crossfunctional content planning, investment and collaboration across the enterprise.

    2.     Content sourcing. Marketers are using technology to establish a centralized content sourcing control point, streamline the process of managing large teams of content creators and automate the enforcement of content standards from corporate marketing.

    3.     Content targeting. Marketers are leveraging technology to impose well-structured targeting taxonomies and establish common customer profile data to improve content utilization, relevance, personalization and performance.

    4.     Content governance. Marketers are using technology tools and solutions to provide corporate marketing greater control of the quality and compliance of marketing content assets across large, complex enterprises.

    5.     Content assembly. Marketers are using technology to systematize the planning, production and assembly of modular content elements into highly effective marketing content assets that are easy to personalize, distribute and reuse.

    6.     Content distribution. Marketers are putting in place systems, managers and processes for coordinating, delivering and tracking content across a wide variety of digital sales, marketing and media touch points.

    7.     Content measurement. Marketers are establishing analytics, tracking and reporting to better understand, measure and optimize core content economics in one place—including speed, cost to sell, utilization and impact.

    Forbes found that best-in-class marketing and publishing organizations have zeroed in on these key points as the best ways to reduce cost and complexity as they grow their publishing organizations. In order to establish a scalable enterprise publishing process, you’ll need to do the same, simplifying, streamlining and automating specifically in these areas.

    How much will change in the next five years? That remains to be seen. But this I know for sure: Marketing is becoming more and more individualized and CMOs will continue to want to optimize how relevant, timely content is managed and distributed across sales, marketing and media channels.

    To find out more, you can download the Executive Summary or purchase the full report from Forbes here: Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain.  Teradata is pleased to be listed among the top dozen or so companies Forbes identifies as “best qualified to enable brand publishing across the enterprise.’

    The post How To Get The Most Impact From Your Investment In Marketing And Sales Content appeared first on Teradata Applications.

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  • admin 9:51 am on October 16, 2015 Permalink
    Tags: , Content, Contextual, , , ,   

    Now You Can Deliver Real-Time Contextual Content Based On A Customer’s Location 

    Localz Logo pngFor years, brick-and-mortar retailers have been craving what e-commerce retailers have and use so effectively: integrated data that allows real-time interactions with customers.

    Today, I’m thrilled to report that Teradata Marketing Applications can now harness the power of real-time location data with a solution that makes it easier than ever to increase engagement and nurture loyalty wherever a customer happens to be. Through our new global partnership with the technology firm Localz, we’re able to provide the micro-location experiences and iBeacon tools you need to deliver contextual, individualized, real-time digital content directly to a customer’s mobile device, even as that customer is shopping in-store.

    How’s it possible?

    Well, this new data-driven marketing solution is achieved through the integration of the Teradata Integrated Marketing Cloud with Spotz (Localz’ micro-location platform), which interacts with Teradata Real-Time Interaction Manager (RTIM) and Teradata Digital Marketing Center (DMC). Whether using RTIM and/or DMC, marketers can use our new solution to:

    • Create engaging digital experiences, rich with individualized content and right-time relevance, sent directly to a customer’s mobile device.
    • Deliver timely, contextually relevant messages based on where customers are in the physical world by combining historical information about preferences and purchases with real-time “beacon proximity events” (e.g., an app user is near a store, has just entered the store, or is checking out from that store).
    • Generate deeper customer insights – because the solution “learns” as it’s used.
    • Connect customers’ online interactions with their actions in the physical world for a seamless experience.
    • Improve your omni-channel approach so that all future digital messages (whether they’re email, mobile, social or web) are also timely and relevant, as well as integrated with your overall marketing program.

    As you can see, it’s the integration of location technology with data-driven marketing that makes this new solution so exciting.  These days, any app can be “hard-wired” to receive beacon insight and trigger an action, such as a push-notification. But that kind of “standalone” approach doesn’t take advantage of historical customer data and doesn’t add new location data to existing customer insights. By contrast, our new solution leverages Teradata’s RTIM and/or DMC applications with Localz’s micro-location technology, enabling you to use valuable customer interaction and location data to inform a data-driven mobile and digital marketing strategy that can produce customer interactions that are more engaging… and more effective.

    There’s no question about it: Data driven marketing is changing the retail experience both on- and off-line. Ultimately, the goal is to get to a point I like to call “no marketing,” where you’re not pushing and you’re not spamming with irrelevant messages. Instead, you’re truly connecting with your customers, engaging with them in meaningful ways, and even anticipating their needs, so you can provide what’s needed before someone even knows they need it.

    To learn more about this partnership and all the latest developments happening with Teradata Marketing Applications, join us in Anaheim for the 2015 PARTNERS Conference October 18-22.  For more information and to register for the event, click here.

    The post Now You Can Deliver Real-Time Contextual Content Based On A Customer’s Location appeared first on Teradata Applications.

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  • admin 9:52 am on November 26, 2014 Permalink
    Tags: , Content, Dynamic, , , , , , ,   

    Five Things Every Email Marketer Needs to Know About Dynamic Content 

    personalizationWhat if I told you that you could significantly increase email click-through rates and conversions – all largely by using information you already have on hand?  If that sounds like a dream come true, then you may want to take a look at what a dynamic email content strategy can do for you.

    Simply stated, dynamic email content is content that adapts based on real-time data. Personalization of email content has been around for a while, of course, but implementing dynamic email content is a way to ensure that your marketing messages are highly relevant and tied to compelling offers that are more likely to convert.

    For instance, where a personalized email might include the subscriber’s name in the subject line or content based on the subscriber’s broad preferences (such as when women receive emails about women’s clothing, and men receive information about men’s clothing), an email with dynamic content provides up-to-the-minute information to the recipient – information that’s drawn from multiple data sources to provide maximum value.

    Here are five things every marketer needs to know about this adaptive, data-driven digital marketing strategy – and the best ways to put it to work:

    1. A dynamic content strategy will work best if you build your database of content preferences up front. From the very first time your subscribers sign-up, give them the opportunity to tell you what they’re interested in and what they want to know more about. This guarantees a better relationship with your brand right off the bat and eliminates guesswork when it comes time to develop targeted content.

    To stay current with wants and needs of your individual recipients, always offer the opportunity to update preferences in every email sent. Your customers’ interests and needs are constantly evolving, and you don’t want to miss an opportunity… or send a message that’s completely immaterial.

    2. Dynamic content has a place in every part of your email message. From your top-level headline, to your imagery, to the offers you present… multiple aspects of your email can (and should) adapt based on your subscriber’s most recent interactions with you. Data will tell you their online behaviors. What information did your customer view last? How long has it been since he made a purchase? Where was she posting your products? What did he buy, and what got returned? Are there items she usually stocks up on this time of year? The possibilities are endless!

    3. Consistency + thoughtful content = trust. The more targeted and tailored your email messages are, the more likely your subscribers are to open them and then click through on your information and offers. Just remember, once you start with a dynamic email content strategy, keep it up so your readers stay engaged. That doesn’t mean you can’t send more general, broad offers to your whole list on occasion – for a big sale, a major announcement, etc. – but closely manage a balance to ensure you maintain their interest and loyalty

    4. Consider the bigger “real-time” picture. Dynamic email content can draw on much more than your customer attributes and buying data. Consider targeting for local weather (“It looks like a gorgeous weekend, are you ready to enjoy the sun?”), the time of day the message is opened (“Ready for some night-owl deals?”), a limited time deal (“Only one hour left!”), the latest posts from social feeds… even the last things customers viewed or the most popular items trending (what others chose to view or purchase) that day.

    5. Keep track of what’s working. Various types of dynamic customizations will drive response from different segments. So analyze your email marketing campaigns carefully. Always be testing and optimizing. Look for what works and turn to your consistent winners to keep subscribers happy – but don’t be afraid to test something new in the mix to see if you can drive an even higher level of engagement.

    Teradata’s digital messaging solutions give a digital marketer the ability to adapt email content in real time, so you can make the most out of the information you glean from shoppers and subscribers. With dynamic email marketing you can provide value with each message and keep your readers coming back for more.

    It’s just one more way we help make data work for your business and your customers.

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  • admin 9:51 am on November 13, 2014 Permalink
    Tags: , , , Content, free, , , , , , Shipping,   

    What I’ve been reading: 2015 Marketing Trends, B2B Content Marketing Report, Cloud and Free Holiday Shipping 

    free shippingI’ve shared a few articles and news I find interesting in the past, and with the 2014 closing, and holidays around the corner, marketing chatter is in full force. Here are few stories that made me think about our state of marketing in the coming year.

    11 Marketing Trends To Watch For In 2015

    One trend in particular stuck out at me: CMOs will become Chief Simplifier Officers.I’ve seen similar trends a number of times lately, and while I understand the intent, I’m hesitant to agree wholeheartedly. Of course messaging and value propositions should be integrated across regions and departments, but there still exists the need to hone in on the specific needs of markets, geographic regions and business functions. Taking too streamlined of an approach seems like a step backward to me. Your thoughts?

    14 Key Takeaways From The B2B Content Marketing Report

    The annual B2B Content Marketing Report offers no shortage of findings to be dissected, but I wanted to call out one I found particularly interesting and important: the issues of customer loyalty and retention. Leads are important, but they aren’t enough – if companies want long-lasting success, marketing strategies can’t continue to neglect existing customers. The full report can be found here.

    Gartner’s top 10 technology trends for 2015: All about the cloud

    It’s not always an obvious connection – the cloud and marketing, but it should be. The cloud is becoming a part of nearly every IT system and transaction, and perhaps more than is realized, marketers are already indebted to their nebulous friend. Get it? Smarter, more agile marketing functions that continually inform customer behavior are shaping the industry for good. If you haven’t already started integrating the cloud into everyday marketing functions – act now!

    Content in crisis: Content marketing vs. sales enablement

    You can’t talk about marketing today without discussing content. Different schools of thought offer varying advice and opinions on whether content marketing is the right approach, and VentureBeat’s B2B Mobile Marketing Report explores whether mobile strategies really work for B2B. In my opinion, while increased competition is making it harder to manage, content marketing is essential to the overall strategy. The key to making it successful is automating as much as possible, and implementing a flexible system to manage your efforts and repurpose content. Find the report here.

    Free shipping, membership perks and smart shopping snags holiday deals

    Holidays are upon us and the age-old debate over in-store or online is back. The big trend this year seems to be around free shipping. My question is over how this marketing strategy affects brands in the long term, and whether these programs are doing more harm or good for their market perception.

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