Author: Franz Malten Buemann

 

 

According to Marketing Automation specialist, David Raab, as many as 70% (Vendasta) of marketers are dissatisfied with software they use. Why? Most of them refer to the too complex structure of the platform, too hard system management, and a quarter of users (Autopilot) do not know how to use the tools effectively with generating satisfactory income. That is why we have created Command Center, a management panel that you will not find in any other marketing software. A panel which will make your life easier.

 

Barriers in management and implementation of Marketing Automation systems do not attract potential customers from the B2C sector   

 

It is obvious that appetite comes with eating. The more hypermodern solutions in the martech industry, the more customers are interested in implementing new and subsequent solutions. But. Exactly but – everyone in the Marketing Automation industry has already realized that with the multitude of functions, the ease of navigation decreases. And even 86% (Regalix) of them  believe that ease of use is the most important criterion when choosing a Marketing Automation platform. What are the main problems marketers see in the world of automation?

 

44% – percentage of users dissatisfied because their software is too difficult to learn and manage (Autopilot),

61% percent of users think that the learning process of a new automation system is too complicated (EmailMonday),

37% – a drop in the ocean of companies relying on themselves for their automation needs because they do not trust in their Marketing Automation management skills (EmailMonday).

 

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7 reasons why you should take advantage of SALESmanago Command Center and forget about current ways of understanding your marketing process

 

From process organization to organization and execution of campaigns. Here are the things you can do using our brand new feature.

 

Build your Marketing Management Cockpit with a centralized view of all your marketing processes and assets organized in Solutions and KPI oriented mode. Get a full understanding of what currently runs in your marketing and what processes are covered.

Switch from an ad hoc and siloed way of running campaigns to building comprehensive KPI oriented processes using all available tools and channels at your hand.

Organize your campaigns by scheduling bulk messages and starting automation processes at a selected date. Choose when your campaign should start and when it’s subsequent stages should be conducted. Plan the entire flow of communication by simply putting different groups of marketing actions to your marketing calendar with a simple drag & drop method.

Easily measure the performance of entire campaigns and individual sendings using the calendar view, where you can see the effectiveness of all sent outbound communication in a selected time frame.

Use one central point to create and analyze your marketing activities targeting your customers at different stages in their lifecycle, starting from the acquisition to their activation and growing retention.

Use the advanced calendar to easily plan and oversee all of the scheduled marketing activities.

Create campaigns using both single bulk sendings and custom multi-stage automation processes which makes it a unique solution on the entire market scale.

 

Ways of use Marketing Management Cockpit, which are a response to the industry’s problems and will ensure that no comprehensive marketing strategy will stand in the way of your success

 

Use the campaign view to plan occasional and thematic campaigns – create a separate folder for each day of the week and put in it the appropriate processes and shipments planned for that day, so that you don’t miss any element of your marketing strategy

Go straight to the analytics or editing of the selected element without pointless clicking through the system – save time and instead of clicking complicated panels with functionalities, manage and edit specific campaigns from one screen,

Control sendings from one place – apart from the possibility of editing elements, you can also cancel a sending of emails, text messages and Web Pushes in Calendar view with one click of the mouse if you change your marketing strategy at the last minute,

View daily, weekly, monthly statistics – if you need fast. but detailed information about the results of the campaign from a given day, week or month, you can find them in the Command Center panel,

Use the Command Center as a tool for planning and checking current marketing campaigns – use the functionality not only to build large, advanced and complex processes, but also to manage current campaigns.

marketing automation

marketing automation

 

 

Acquiring a new customer costs 5 to 25 times (Harvard Business Review) more than maintaining the current one and this is why more and more B2C companies are deciding to implement Loyalty Programmes. And their implementation seems to be a good approach as according to Accenture research, customers involved in loyalty programs not only stay, but will spend 12 – 18 % more every year. And here you go: SALESmanago is introducing its own Loyalty Program for its B2C companies and Online Stores.

 

Digital saturation is driving up customer acquisition costs but you can cope with it by implementing Loyalty Management Program for your customers

 

E-Commerce space is getting more and more crowded with customers being less and less loyal to brands. That’s why new customer acquisition can be 5 to 25 times (Harvard Business Review) more than maintaining the current one. Implementing a Loyalty Management Program can be a way to successfully face this challenge. A couple of studies have shown a very positive effect of introducing loyalty programs at Online Stores.

 

Average order volume increases by up to 319% (E-Commerce Incentives Case Study, 2019), 
The frequency of visits by regular customers increases by 35% (Thanx, 2017),
Customers involved in the Loyalty program will spend 12-18% more on eCommerce every year (Accenture, 2017).

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SALESmanago Loyalty Management enables a full range of Customer 360° Profile Data across reward and gamification programs

 

A couple of highlights explaining what you can do with a brand new Loyalty Management Feature at SALESmanago:

 

Engage and increase retention and LTV of your customers with highly customizable loyalty programs seamlessly integrated with all CDP data and executed with automated omnichannel communication.

Create your own gamification and reward programs to effectively support your customer’s buying cycle. 

Go beyond transactions in creating your Loyalty program and use data about customer behavior like website activities and any behavior tracked by the CDP, such as opened emails, filled forms, read articles, etc.  

Use data from Loyalty program in advanced omnichannel workflows to create a unique Customer Experience and increase customer engagement and revenues of your marketing campaigns.

Analyze the effectiveness of a Loyalty program by measuring how your customers are progressing across different program tiers and how different customer segments defined in the Loyalty program are contributing to your overall revenue.

 

Some examples of simple gamification and reward programs using SALESmanago Loyalty Program with transactional and behavioural data

 

Reward customers for online engagement – add points for visiting your website, reading a newsletter, or even simply clicking “Like” on product pages! All activities can be defined and translated into additional points, using the unlimited possibilities available in automation processes.

Engage customers to make purchases regularly – setting points to expire is an effective way to encourage customers to make purchases regularly. If they don’t buy repeatedly they go down to the lower tier and they lose their desirable benefits.

Extra discounts in return for collected points – let customers collect points based on varied activities and create an advanced program that allows them to exchange points for gifts or discounts. Thanks to this, they will have the possibility to acquire products they really want without cheapening the perceived value of them. 

Celebrate a birthday – surprise your customers and make them birthday wishes in the form of a dedicated birthday card sent as a 1-to-1 email with extra points in the loyalty program as a gift. 

Determine nonstandard conditions to accumulate points for your customers based on unusual purchases – set advanced programs where you will encourage customers to spend more by giving them extra points in exchange for higher value of purchase. 

marketing automation

marketing automation

We just went through a big effort to redesign our internal Marketo Master Email Template. Since it’s getting close to the holidays, I decided to share it with everyone for free 🙂 Our goals with this template were to; ​
Create ONE template that would solve 99% of our email marketing needs. Reduce reliance on our MarTech developers for simple styling changes Reduce the time needed to QA each iteration of a new template Lock down branding, headers, footers, and style guides. Make it way easier for our junior associates to stand up gorgeous new campaigns.
Our instance became super cluttered with template variations, and it was becoming a real mess. This one master template should save us a ton of time, and hopefully level up our overall design output. As a marketo partner, we thought we’d give it away for free. There’s instructions on how to download it, upload it to your instance, and make the changes to snap it into your branding guidelines. Holler if you need any help. We’re happy to walk through it. I hope this saves you all some serious time! Let me know if you have any suggestions on how to make it better 🙂
submitted by /u/menelaus_ [link] [comments]

Last Updated on December 15, 2020 by Rakesh GuptaBig Idea or Enduring Question: When to use “Before-Save” vs “After-Save” Record-Triggered Flows?  Objectives: After reading this blog post, you will be able to understand: When should you use Before-save record-triggered flow? … Continue reading →

Last Updated on December 19, 2020 by Rakesh GuptaBig Idea or Enduring Question: When to use “Before-Save” vs “After-Save” Record-Triggered Flows?  Objectives: After reading this blog post, you will be able to understand: When should you use Before-save record-triggered flow? … Continue reading →

In the beginning of 2019, people were tweeting pictures of razors submerged at the bottom of their toilet bowls. No, this wasn’t a wacky teen challenge to make dads late for work. It was a protest against Gillette’s latest advertisement, one that confronts toxic masculinity.

Brands that craft controversial advertisements like Gillette’s, however, expect this type of response, at least from some people. Taking any kind of stance on potentially sensitive social issues tends to lead to some form of disagreement.
But authentically advocating for the causes you truly believe in usually has more pros than cons.
“Even if publicizing your beliefs may ostracize some potential customers, it also builds deep loyalty for those who share your values — particularly values like celebrating equality and inclusion, which many people support, regardless of political affiliation,” Joe Lazauskas, the Head of Content Strategy at Contently, wrote in an article after the divisive 2016 presidential election. “The same goes for expressing concern and support for the diverse people who work for you. Loyalty isn’t just a marketing metric; it’s also critical for measuring the internal health of your company.”
Executed properly and from a place of genuine support, controversial ads can be an unexpected, emotional delight that can not only deepen your connection with your core audience, but can also help you reach new audiences. For instance, after Gillette released their ad challenging toxic masculinity, Adweek discovered the campaign actually resonated with women the most.

What Is Controversial Advertising?
Controversial advertising doesn’t aim to polarize an audience. It’s an attention-grabbing technique for stating an opinion, and brands use it to spark productive conversations about certain moral values. In recent years, any stance taken on potentially sensitive social issues can be considered controversial advertising.

The Psychology Behind Controversial Advertising
People usually read and share opinionated content because it aligns with their own values. And by letting the world know about their beliefs, they can solidify an ideal image of themselves within their social circle and their own minds.
Opinionated content also has a knack for making people think and consider other points of view, which builds more loyal audiences because it can teach people something new and help shape their perspective on life.
But while controversial ads can generate more buzz than other types of ads, if executed poorly or in a merely performative manner, they can be detrimental to your brand. For instance, consider SNL’s hilarious skit of ad executives pitching commercial ideas to the snack brand Cheetos.

Although SNL isn’t specifically giving controversial advertising a ribbing, they’re poking fun at the way brands exploit sensitive social issues to peddle their products instead of what they should be doing when covering these types of topics — encouraging productive conversations.
Creating a controversial ad with a merely commercial motive is a one way ticket to receiving Kendall Jenner & Pepsi type of feedback (we’ll cover this later). In other words, it can spark harsh backlash and bad publicity instead of meaningful dialogue.
So how do you avoid this type of negative response if you want to create a controversial advertising campaign? Below, we’ll analyze three controversial advertising examples that work and two that don’t to help you support the causes you genuinely believe in and better connect with audiences.
Controversial Advertising Examples That Work
1. Anheuser-Busch | Born The Hard Way

Anheuser-Busch’s ad about their founder’s origin story makes people realize that something so fundamentally American, like Budweiser beer, can have immigrant roots.
Budweiser is commonly associated with themes of American patriotism, so taking a stance on immigration, which is a controversial issue in the United States, conflicted with some of the brand’s most loyal customers’ political beliefs. But taking this social stance also led to a meaningful dialogue about how immigrants have founded some of America’s most iconic brands.
By telling a gripping and emotional story about the founding of their company, Anheuser-Busch could take a stance on an important issue that’s essential to their brand and connect with the people who understand that the United States is country of immigrants, helping the ad garner more than 21.7 million views in only three days.
2. Nike | Dream Crazy

“Believe in something, even if it means sacrificing everything” is an accurate life motto for Colin Kaepernick, a professional American football player. In the 2016 NFL season, he stoked controversy by kneeling during the National Anthem before the start of every game as a protest against racial inequality.
Unfortunately, all the controversy associated with him has basically barred him from the NFL — no team hasn’t signed him since his controversial 2016 season. Yet, admirably, he still advocates for the causes he supported during his protests.
Along with Kaepernick’s story, Nike’s “Dream Crazy” weaves in other narratives of athletes who followed ambitious dreams to eventual success. And Nike made it clear that they want to help Colin Kaepernick achieve his dream of a righteous world, no matter how crazy it seems right now.
“Dream Crazy”, while highly controversial, resonated with millions of people. Just days after they released the ad, Nike’s sales soared by 31%, despite videos of their gear engulfed in flames circulating throughout social media.
3. Heineken | Worlds Apart

In Heineken’s “Worlds Apart”, people were paired together and asked to build stools and a bar together. After they completed the activity and developed some rapport with each other, pre-recorded videos starting playing and revealed that their political views were actually the polar opposite of each others. They were then asked if they would discuss their differences over a beer. All of them said a resounding “yes”.
Making an ad where people with such differing political views actually engage in meaningful dialogue and don’t just belittle each other is a risky move. A lot of people have a fiery passion for their political beliefs and won’t associate with people who don’t agree with them. But that’s ultimately why Worlds Apart was met with rave reviews and called “The Antidote to Pepsi’s Kendall Jenner Ad” — it focuses on putting our differences aside to work for a greater cause together, not Heineken’s product.
4. Burger King | Whopper Neutrality

Net neutrality regulation was repealed in the United States in 2018. Leading up to this decision, many Americans debated whether this would be a good or bad thing, but many more didn’t understand what the fuss was about.
Burger King aimed to explain and persuade with their “Whopper neutrality” analogy where customers pay a premium to get their food delivered fast.
Despite net neutrality being irrelevant to burgers, the campaign resulted in $67 million in earned media and 3.8% sales growth — while igniting conversations about the issue among everyday people and celebrities alike.
5. Poo~Pourri | Girls Don’t Poop

It’s not every day you see a post where the protagonist is sitting on the toilet. Culturally, going to the bathroom is an “inappropriate” or “crass” topic. Despite this, Poo~Pourri brings it front and center for their odor removal product.
Needless to say, this could’ve gone down poorly. However, the comical dialogue, impeccable production, and endearing relatability earned positive reactions from audiences. In fact, it was viewed 17 million times in just a month.
6. Lane Bryant | #ThisBody

In 2016, Lane Bryant launched their #ThisBody campaign, promoting their plus-sized clothing line in conjunction with radical body positivity. The ad features several plus-sized models declaring how they feel about their bodies and what they can do in an effort to change cultural perception and make a stand against body shaming. However, the ad was pulled by ABC and NBC for showing “too much skin.” Critics claimed the ad was no more risque than other underwear ads.
The networks proposed to re-air the ad once Lane Bryant made some minor edits, but the retailer refused, launching it on social media instead where it received viral levels of positive engagement.
Controversial Advertising Examples That Don’t Work
1. Pepsi | Live for Now

If you think long and hard about it, could a can of Pepsi really mend the complex rifts that divide the entire world right now? Nope. Not at all. Even worse, is Kendall Jenner really an integral part of any social justice movement, or was she just there because she’s a famous celebrity who can grab almost anyone’s attention? You probably know the answer to this question by now.
After receiving five times as many downvotes as upvotes on YouTube and a glut of bad publicity and negative reactions on social media, Pepsi removed the ad from their channel only a few hours after posting it.
If you want to avoid this type of response when creating controversial content, don’t emphasize your product more than the issue at hand. All advertisements are technically self-serving, but people can spot overly promotional fluff masquerading as social justice faster than they’ll click exit on a pop-up ad. So if you don’t truly feel convicted to support a specific social cause when creating controversial content, it’s best to not even put pen to paper.
2. Miracle Mattress | Twin Towers

Labor Day, Veterans Day, and even Memorial Day are prime holidays for furniture sales. However, San Antonia mattress company Miracle Mattress created a controversial video to promote a September 11th sale.
In the video meant to be an edgy parody, two stacks of twin mattresses are toppled over, and the Miracle Mattress employee says, “We will never forget.”
The ad was seen as insensitive rather than provocative, making light of the lives lost on September 11th. The company faced severe media backlash and closed its doors as a result.
3. Hyundai | Pipe Job

Speaking of, the whole goal of provocative narrative and imagery is to prompt an emotional response and, in effect, stand out.Hyundai set out to do this when promoting their lowered emissions with an ad featuring an attempted suicide. The man featured in the ad was unable to take his own life due to the exhaust being made up primarily of harmless water vapor.The ad was pulled after airing for only a day, criticized as being disturbing at best and, at worst, mocking toward suicide attempt survivors and suicide loss survivors.
4. Nationwide | Boy

It starts out as an adorable story about a boy who seems to lack self-confidence, but Nationwide’s “Boy” turns shockingly dark when it’s revealed that the main character can’t live a normal childhood because he’s actually dead.
Child accidents are a serious problem that should be addressed, but this ad was criticized for being too fear-mongering and manipulative — it literally uses the death of children to sell insurance.
So even if your ad highlights a prevalent problem, make sure it doesn’t exploit a potentially sensitive issue just to peddle more product. Otherwise, it might get crowned as the worst ad of the year.
Editor’s note: This post was originally published in January 2019 and has been updated for comprehensiveness.