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  • admin 9:52 am on January 13, 2016 Permalink
    Tags: Devices, , , , Media,   

    Media Use Shifting To Digital Devices – What Does That Mean For Marketers? 

    Email Marketing ZustellbarkeitNielsen’s latest Comparable Metrics Report confirms what most of us know anecdotally to be true: Media use is on the rise, but it’s shifting to mobile and TV-connected devices.

    The Q3 2015 results, released January 6, 2016, show that on a year-over-year basis, the total average audience across all platforms grew among the 18-34 and 35-49 demographics. However, smartphones and connected devices experienced the largest increases.

    In fact, Millennials age 18-34 now spend nearly as much time on digital devices as they do watching television.

    How are Millennials using their digital devices? Are they simply swapping one technology for another and using their smartphones to watch TV shows? Possibly. But for the purposes of this blog post, that’s not the point. I’m writing today because what really jumps out at me from this new Nielsen data is this:

    It’s clear that more and more people want to consume media using their own personal digital ecosystems. They’re seeking out an individualized experience. They want to control what they’re seeing, as well as when and how they’re seeing it.

    And that trend is already having an enormous impact on the way we do our jobs.

    If you want your brand to spark engagement in a “personal digital ecosystem” environment, you’re going to need marketing that’s customer-centric, individualized and data-driven. You’ll need to:

    • Rely on a strong brand foundation. First and foremost, be sure you’re delivering your message clearly. Remember: A strong brand is the cornerstone of any successful marketing strategy.
    • Offer value. Design interactions around the needs, wants and preferences of your customers. How do you do that? It’s possible once you’re able to…
    • Leverage customer data. Your marketing campaigns need to be guided by data driven solutions. With the right technology in place, you can draw on customer data to develop individualized interactions.
    • Continually architect better experiences. Over time, analytics enable you to increase value to customers. That, in turn, helps you build ongoing relationships, enhance customer loyalty and ultimately, generate greater revenue.

    How do your marketing efforts stack up? In Teradata’s 2015 Global Data-Driven Marketing Survey, 90 percent of marketers said that making their marketing individualized is a priority. What’s more, the number of companies where data driven marketing is either embedded or strategic more than doubled since we first started studying data-driven marketing trends back in 2013.

    But our research also showed that many marketing organizations still struggle with individualizing offers and communication. For example, only 50 percent routinely apply data to engage consumers. 44 percent admit a lack of consistency in omni-channel marketing. And 80 percent say that silos within marketing prevent them from knowing how campaigns are performing across different channels.

    Need help? Contact us. We’re here to listen, innovate and deliver a data-driven marketing solution – one that can bring results no matter what channel or device your customers prefer.

    The post Media Use Shifting To Digital Devices – What Does That Mean For Marketers? appeared first on Teradata Applications.

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  • admin 10:01 am on December 2, 2015 Permalink
    Tags: , , Media, ,   

    What Social Media Analytics Can Reveal For Your Business 

    It’s hard to remember a time before social media, when keeping in touch with friends required a phone call, email or – for the traditionalists – an actual letter. When random thoughts were distributed to strangers through letters-to-the-editor or bathroom graffiti. A time when understanding what a large fraction of the population thought about a topic required annoying telephone surveys or hassling people on the street.

    Or when lining up a date involved hanging out at nightclubs and bars, summoning the courage to talk to someone you liked the look of (with the associated risk of humiliating public rejection).

    social media analytics

    Social media has completely transformed how we communicate and connect with other people, with 65% of American adults and 29% of people worldwide having one or more active social media accounts (Facebook, YouTube and Twitter being the most popular platforms). The volume of data alone provides enormous potential to track global trends, measure popular sentiment about a topic/product/service, and to find content and people of relevance to any particular use case.

    However, mining social media is a bit like panning for gold in a sewer – you have to trawl through a lot of rubbish to find the occasional gem.

    Its no surprise then that to many organisations leveraging the power of social media is extremely challenging.

    When many people talk about ‘social media analytics’ they are often referring to the kind of statistics that tools such as Hootsuite or Google Analytics provide. While these statistics can be very useful, they are much more about reporting than analytics. When I talk about social media analytics I’m thinking more about utilising advanced techniques such as machine learning, natural language processing and graph analysis to dig deep into the underlying data.

    Instead of just reporting on how many likes my post received or how many times my tweet was re-tweeted, to me the true power of social media analytics is in modelling the data to perform valuable predictions. Rather than simply reporting on the past, I’m much more interested in predicting the future.

    While true social media analytics is still a maturing area, a number of organisations are already embracing the potential. The US television network CBS aims to mine social media data in real-time to gain insights into their viewer’s preferences, helping them to adjust promotions for their shows or even revising story lines during a season. The Chicago Department of Public Health are using machine learning models to identify tweets originating from Chicago about food poisoning incidents, allowing them to reply and obtain information on which restaurants to target for health inspections.

    From a marketing perspective social media analytics can be used for real time personalised engagement with customers on a massive scale.

    Imagine being able to trawl all of Twitter to find all the people who are most likely to buy your product or service, analysing their tweets to determine the optimal way to engage with them, and then targeting them with personalised promotions. Using similar techniques law enforcement agencies could build models to find posts about criminal activities and discover people of interest, and then analyse the social network of these users to uncover new leads.

    Other applications include tracking the popularity of political candidates and voter responses to their policies, monitoring levels of financial anxiety to predict optimal timing for hedge fund trading, or determining the ideal placement of TV ads during major sporting events.

    Social media analytics – when employed effectively – has enormous potential for gaining unique insight and intelligence no matter what field you operate in. Further information on how to leverage your social media analytics can be found here.

    Sean Farrell is a Data Scientist in the Advanced Analytics group at Teradata ANZ. Based in the Canberra office, Sean is responsible for supporting Teradata’s engagement with the Australian Federal Government. He spent 11 years working as a professional astronomer before moving to Data Science in search of greener pastures. Connect with Sean on Linkedin.

    The post What Social Media Analytics Can Reveal For Your Business appeared first on International Blog.

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  • admin 9:59 am on September 10, 2015 Permalink
    Tags: , , , , , Media, ,   

    Core Digital Media Takes Innovative Approach with Teradata Cloud 

    Online marketing leader expands Teradata environment to provide disaster recovery
    Teradata News Releases

     
  • admin 9:52 am on December 17, 2014 Permalink
    Tags: , LinkedIn, , Media, , Owned, Paid, Presence, , Twitter   

    Maximize Owned Presence and Paid Opportunities on Social Media: Facebook, Twitter & LinkedIn 

    A question: What is your goal, as an employee or team member, at your company? What is your duty, as a marketer, on a global scale?  Where do those two intertwine, and how best to serve each calling?teradata sun

    The lines between data and marketing continue to blur, dictating the kind of content we share and consume, the mediums by which that content is distributed, and the metrics by which we track our campaigns. As consumers pick and choose exactly what they want to interact with, marketers must adapt and combine promotional techniques. Only valuable content will reign and deliver results.

    If marketers don’t understand the convergence of on and offline data and paid versus owned media—like how to maximize their reach with relevant retargeting ads, or how to use data in a programmatic way in real-time—messages are disjointed and consumers are confused.

    The integration imperative extends to social media as well. For both B2B and B2C brands, optimizing social media is a valuable option to outpace the market. Here are a few high-level tips as we move into 2015—likely to be the “Year of Content Explosion.”

    Facebook

    Even in the last year, the Facebook landscape has changed in terms of the way people consume the main catalyst of the platform—the News Feed. Whereas Facebook used to comprise primarily user-generated status updates, now, we’re actually seeing more, well, news!

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    It seems well over half the content we see in our News Feed links externally and consists of attention-grabbing headlines, nearly always accompanied by an image or video.

    Facebook has already drastically reduced organic reach of brands on its site in favor of paid placement. And it will soon implement changes that will further cut down on the amount of promotional posts we see from brands. This means brands will have to find new ways to promote by combining relevant content with their promotional strategy.

    Social guru and blogger Jeff Bullas is a big advocate of sharing exclusive, simple, native, and consistent content on Facebook. In doing so, brands will increase their chances of making the News Feed despite the upcoming changes Facebook plans to implement. But since marketers will still need to back their posts with ad spend to maximize their reach, they should take advantage of the ad targeting capabilities that Facebook provides as well.

    Ad retargeting is an important paid media process B2C brands will need to get right. If users scrolling through the News Feed come across a valuable ad based on something they were recently searching for but didn’t yet purchase, they’re more likely to find it useful than seeing the same ad after making an online purchase for the product. All too often, however, retargeting methods fail to take other channels or customer behaviors into account. A valuable option for reaching specific individuals on Facebook is the Custom Audiences targeting option. With Custom Audiences, a marketer can use their own customer data for segmentation rather than relying on Facebook’s data. Plus, reach can be extended through lookalike modeling on Facebook. Several of Teradata’s clients use Facebook Audiences and Lookalike Audiences on Facebook today with positive results.

    Twitter

    Twitter is a “good” marketer’s change to stand out from the crowd. I say “good” marketer because on a platform as scalable as Twitter, anyone can masquerade as a marketer. But a true marketer doesn’t abuse the platform; he uses it strategically. By its nature, Twitter encourages both 1-on-1 interaction and allows for community building with the use of hashtags and tweet chats. These are easy, free, and limitless ways to connect with an audience. Bad “marketers” will use a million hashtags, deceiving headlines, and tweet too often. Good marketers, on the other hand, will use one or two relevant hashtags, attention-getting headlines, and tweet a reasonable number of times.

    Promoted tweets are the best way right now for brands to promote their content in the right context on Twitter from a paid, reach-extending perspective.lummus2

    Teradata uses promoted tweets in our own demand generation efforts. The great thing about promoted tweets is that you can customize them to target a particular audience. They’ll also show up atop the endless list of tweets users see when they login. We see success in using promoted tweets in a flighting pattern—especially, for example, to encourage signups for an online webinar, attendance for an upcoming event, to drive traffic to a piece of downloadable content, or to increase awareness of a new product.

    Promoted tweets that are worth the users’ while are likely to be accepted and embraced by your audience. However, promoted tweets that are overly self-serving are likely to be rejected and seen as invasive. A good Twitter campaign  will embrace both organic interaction with potential and current customers and paid sponsorship via promoted tweets.   And like Facebook, Twitter enables you to reach specific customers and prospects through their Tailored Audience option.

    LinkedIn

    LinkedIn is a B2B marketer’s paradise because users are naturally primed in the right state-of-mind when on the platform. LinkedIn is the most professional social network, and a certain credibility comes along with that. That’s good news for businesses that wish to interact with professionals while maintaining a professional aura but social flare.

    The most effective strategy for B2B companies looking to increase brand awareness, conversation, and thought leadership is to leverage LinkedIn’s Publisher feature. This will be most effective if you can convince your most influential (highest following, most well-known) organizational leader (CMO, CEO, VP, etc.) to publish blogs on LinkedIn. Posts should be informational and useful—often unrelated to your product, and more about your larger brand promise. In short, they need to be something people want to read. Then, they’ll associate your helpfulness with your product—now that sounds good, right? Most popular articles will be suggested by Pulse.

    lummus3

    The primary paid option is “LinkedIn Ads” which is essentially LinkedIn’s Google AdWords. You’ll be able to manage your own ad campaign within the platform, create targeted and customized messaging, and monitor the performance of your ads. Since LinkedIn is really becoming overloaded with content, your ads will have to feel more like content than ads, so, as with Twitter, don’t be overly promotional. These will complement your company LinkedIn page, too, which should constantly be updated with new information for your followers. Maintaining an interesting company page, leveraging the clout of thought leaders, and creating a small LinkedIn Ads strategy will set you apart in your LinkedIn approach.

    So, Now What?

    So, what’s the answer, then? I think it might lie somewhere between creating the most useful, informational, appealing content possible, and then sharing that in the best way. It’s about using that content to drive growth, to drive sales, to push forward. The power to make that happen truly lies within the capabilities of digital marketing. The Year of Content Explosion will be further empowered by social media—something we all can use. Combine owned and paid channels to create a marketing strategy that sells, and a captivating brand experience your customers will rave about.

    This article originally appeared in Forbes.

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