|"Can we at least shake on GDPR?" (credit:The Independent)|
Wednesday, 22 November 2017
Wednesday, 19 April 2017
Thursday, 12 January 2017
Tuesday, 2 August 2016
|Image credit: Takahiro Kyono|
Lurking underneath is the potential for a vast 'Uberesque' style total robotisation of marketing and inparticular direct marketing.
Back in 2014, Forbes were already making predictions about how marketing robots will easily overcome any human objections in time and so change the future of marketing.
That future is now...
Take a look at all those other industries that claimed gut feel and human instinct were the key to success. We're 15 years since Moneyball tactics cracked baseball wide open. It is probably mostly down to human resistance that further contagion in sports still only ripples across NBA Championship basketball (Golden State Warriors, 2015 winners) and Premier League football (Leicester City, 2015/16 winners). The rise of data, via automation to robotisation is an unstoppable truth.
Stop and be honest - consider how your job may be done better by a robot? Once companies have figured this out (for you), the only big players left in town will be those who can collaborate effectively in partnership with robots. The safe(er) jobs in 'robot marketing world' are likely to be across these areas:
- Data Analysts/Scientists
- 'Big ticket' Account Directors
- C level roles (don't think we're asking for any robot CEO's just yet!)
- Creatives/Ideas (but not template design)
As we puny humans, cling on the remnants of the Mad Men advertising era, get ready as we are enter the age of the Sane Robot marketing epoch.
Tuesday, 29 September 2015
Friday, 1 May 2015
Thursday, 30 October 2014
|Jelly courtesy of Jerry Wong|
The skill of perfectly managing a lead generation campaign is not unlike having the ability to pick up a jelly without wobbling it. Whilst anti-wobble jelly advice may be thin on the ground, you could do worse than to follow these 9 top tips for a more effective lead generation campaign:
1. Use the right Lead Management Platform – Some campaigns have very basic fulfillment needs such as batched ftp delivery to contact centre. Whereas others might involve a multi-step lead process to sale (i.e. emails, brochures, calls and home visits). Pick the lead management solution that suits your lead to sale conversion funnel. i.e. you wouldn’t buy a Ferrari to pop down to the shops.
2. Micro-manage publishers – so you may want to break down lead supply from publishers by site but how about also dissecting the traffic to that site? Publishers often work in the dark when it comes to being able to tell which traffic sources are generating the best leads for their advertisers. So help complete the feedback loop by passing traffic sub-ids and then reporting which ones perform best.
3. Test advert copy – Lead generation starts with using smart advertising to get people to opt-in after all. So the optimum use of imagery, text and call to action is super critical to success. It’s just that you won’t know this unless you test different variations of your standard ad copy. As the most basic level, you may want to use a male and female version of your ad/landing page/welcome email to more efficiently onboard your leads.
4. Adjust filters and criteria – This one has a sting in the tail – ask for more details and you risk deterring the consumer. So for example, full postal address is very useful to have on your database, but if you are not going to use it then you are turning off those people who won’t bother completing your form because of this.
5. Validation – There is good validation and bad validation (or should I say over-zealous validation). Bad domain look-ups, ip address checkers, hoax name filters are all great to have, but once you start going too far and querying potential valid email addresses is where you’ve crossed the line. Over-validation could just as easily wreck your CPA as letting through bad leads.
6. Follow-up, follow-up, follow-up – Leads cannot convert without fast follow-up. The value of a lead disintegrates every minute it is left untouched. Opt-in leads should be emailed instantly and receive call-backs within 2 hours.
7. Incentives – Always a touchy subject as to whether you should use any kind of incentivisation for lead generation. But incentives shouldn’t be thought of as a dirty tactic because you need some incentive for people to opt-in in the first place. The main reason someone opts-in will determine how motivated that person is to buy from you. Incentives can be thought of in two ways, direct and indirect. A direct incentive is where you tell the consumer to complete this offer and you will be entered to win a prize.’ An indirect incentive could be ‘choose one from these 10 offers and you will be entered to win a prize.’ Both will motivate and incentivise the consumer in very different ways. But it’s not just prize incentives you should be thinking about, exclusive discounts (voucher codes) and offers can be used to drive the buying motivation of the consumer.
8. Be fair and transparent to consumers– Trying to trick consumers into opting-in using unrealistic promises, whilst in the short run will drive higher clicks and visits, is unlikely in the end to net satisfied customers. Lead generation is an investment that involves moving the customer from awareness, interest through desire into action and any tactics that mislead the consumer are likely to surface very quickly along this path. Best to honestly market your proposition, tell consumers what’s gonna happen after opt-in and then deliver on this.
9. Be the lead – Fill out your own forms, read and click on your own emails. How easy is it to do? Is it a pleasurable experience? I’ve sat in meetings in which clients have tried and failed to sign-up to their own lead generation campaigns.
If you follow these top lead generation tips, you should be able to avoid most of those jelly wobbles!
Posted by Peter Bell at 12:16