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  • admin 9:51 am on June 30, 2017 Permalink
    Tags: Boy’s, , Club, , potential, , , untapped   

    Breaking Up the Boy’s Club to Unlock the Tech Industry’s Untapped Potential 

    Latest imported feed items on Analytics Matters

     
  • admin 9:58 am on September 15, 2016 Permalink
    Tags: , , potential, , Unleashing   

    Teradata Unleashing the Potential of Great Companies 


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  • admin 10:03 am on April 11, 2015 Permalink
    Tags: , , , potential, ,   

    Marketers Love Video — But Are They Maximizing Its Potential? 

    video reelYouTube officially hit the internet in 2005, and the video landscape hasn’t been the same since. It didn’t take long for other video-sharing sites like Vimeo and Dailymotion to crop up, and now there are platforms specific to professional and amateur humor (Funny or Die, Cracked, Break.com), music (Vevo, the always-evolving MySpace), viral videos (UpWorthy, Buzznet, Buzzfeed), video streaming of television and movies (Hulu, Netflix), live-streaming (VideoLAN, Ustream, LiveStream), short-form video apps (Vine)…

    Plus, there are photo-sharing sites with video capabilities (Instagram, Photobucket, SmugMug), personal and group video messaging apps (SnapChat), social media websites with video functionality (Twitter, Facebook, blogs)…

    And just when you think you’ve got a solid list going, others launch. Whew!

    On top of all that, each of these (somewhat loosely defined) categories has multiple players, and they’re constantly shifting, too. Big companies buy up the little ones, small divisions spin-off, related sites cross-promote, and all of them are doing their best to capture the eyes and ears of video-hungry viewers.

    Entrepreneurs and investors love video because of its tremendous appeal. People of all ages and backgrounds the world over love to view and share video online, whether it’s the latest “You gotta see this!” clip making the rounds, re-runs of a favorite, old television show or (like it or not) anything to do with cats.

    Brands love video as a storytelling tool, too —although the saturation of the space certainly ups the ante for video marketing campaigns. How can you know what will engage your customers? What will they comment on and share? And adding to the complexity, how does video advertising fit in? You can use pre-roll on video-centric websites, “native advertising” to integrate with your site’s overall content, more traditional online ads, or a combination of them all. But you need to find just the right balance because most people don’t go online looking for a pitch – they want value and entertainment first and foremost.

    So, perhaps it’s no surprise that marketers and advertisers are searching for ways to optimize and manage video advertising and marketing. If you’ve been wondering about it yourself, my advice is simple:

    The best way to make a video connection, or any kind of marketing connection these days, is to get individualized.

    Your video content needs to be both meaningful and compelling to your customer, and it needs to be wherever that customer is already consuming video, or where he/she might be open to a video pitch from you, such as a blog or article site related to your product or service. If your content isn’t relevant, it will become a part of the “video noise” online users experience each day. And if your content isn’t where your customers is, well, you’re playing to an empty house.

    So how do you know what each customer finds relevant? How do you know where to reach them? Your data holds the key.

    With data driven marketing, you can use the wealth of information available to you about your customer behaviors—across a wide range of sites and channels—to gain insight. You can better understand where they spend time, where they’re most likely to engage and what types of content they click on most often. You can learn what they’re saying about your industry or your products, what they consider concerns or pain points and what deals, discounts and offers compel them to make a purchase. When you have information like that in-hand, you can deliver the kind of video content and advertising that your customers will care about – instead of just clicking away.

    Yes, video is hot right now, and video content and advertising can be a real boon for brands, provided you have the digital asset management tools you need to create, manage and deliver rich and more relevant media content to your customers and prospects.

    The post Marketers Love Video — But Are They Maximizing Its Potential? appeared first on Teradata Applications.

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  • admin 9:52 am on November 12, 2014 Permalink
    Tags: , , , potential   

    How To Maximize The Potential Of The Email Channel 

    email cloudMarketers hear it all the time: The end of email marketing is nigh . . . Consumers are so overwhelmed by their inboxes that marketing efforts there are falling on deaf ears . . . Email isn’t as effective as . . . yadda, yadda, yadda.

    But savvy marketers know none of that is true.

    Earlier this summer, I read through a research report from GigaOM comparing the effectiveness of various digital marketing channels. Like many similar studies, their findings show that marketers continue to rely on email as their digital marketing “workhorse.” According to their survey, 56 percent of marketers cited email as their BEST digital tool for customer retention – far ahead of the 37 percent who cited social media. Email also consistently ranked higher in awareness, acquisition and conversion than any other tactic, including social, content marketing and paid search.

    What’s so great about email? For starters, email is:

    • Ubiquitous. The number of email accounts in the world is on track to reach 4.1 billion by the end of next year. It makes sense to go where your customers are.
    • Cost-effective. Compared to direct mail or even paid search or social ads, email is a bargain with proven ROI. Email remains a trusted go-to tool for marketers because it’s less costly and can reach more people than other channels or methods.
    • Customizable. It may sound counterintuitive at first, but thanks to today’s digital marketing technology, you can send personalized messages to a large number of people all at once. By using consistent content in every email and yet tweaking graphics or certain text blocks, emails can be dynamically targeted to various segments.

    But in order to reap the benefits of email marketing, you do have to make sure your strategies and tactics are keeping pace with consumer expectations and data-driven marketing practices. Approaching email with the “same old, same old” just won’t cut it anymore.

    Fortunately, there are a number of areas where a little focus can make a big impact. If your email marketing efforts could use a boost, consider shifting toward:

    1. Behavior-based triggers. Remember pick-a-path books?  Think of the customer journey like that, where each decision propels a buyer in a different direction. An email from you can help guide a customer to the next step, motivate her to come back to an abandoned cart, suggest use of a new loyalty program for the first time, or encourage some other move forward on the customer journey.
    2. Hyper-targeting. You may already be segmenting your email list by demographic data, such as age or residence, but you can go even further by personalizing your content with individual preferences. Use data from across a series of channels – offline databases, social media, etc. – to know more about your customer and further your targeting efforts.
    3. Responsive email design. Responsive design means that no matter what device your customers are using to read your emails, the content will automatically optimize to that screen size. So if a customer starts reading your email at their desk top, and then continues reading it using a mobile device while on the go, he’ll be able to easily access the information presented with ease.
    4. The right analytics. Of course you’re looking at numbers, but are you looking at the right ones? Opens and clicks no longer tell the whole story. Thanks in part to the recent shift Google made when it introduced inbox tabs, many of your customers may not look at your email as soon as you send it. The good news is that they’re looking at it when it’s the right time for them, which is data worth tracking in itself. When do they open the email? Do they check it right away? Or are they more likely to buy if they read the email only when they’re thinking about buying? With the right analytics tools, you can monitor campaign performance and adjust your strategy as needed to optimize campaign results.
    5. Testing. One of email’s greatest strengths is how adaptable it is. You’ll see better results by testing as much as you can. A/B test subject lines, experiment with combinations of targeting, alter the time of send, tweak offer details… test it all! Then, once you find what works, test it again to make it even better.

    Email should be your marketing workhorse. If it’s not, you need to re-access your strategies and update your marketing mix so you can take advantage of all of the data available to you for driving highly personalized digital messages that truly resonate with your customers.

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