Our increasingly social world is raising concerns over the safety of our personal data. So what do the professionals working with data privacy legislation think? Aiming to address how the two professions feel about the current state of US data privacy law, IDG Connect presents exclusive insight into whether there is a conflict between the personal views and professional experiences of marketers and legal professionals with privacy laws, and the disparity between US and EU privacy law.
Lead generation is becoming simpler in practical terms—it’s easier than ever before to find and nurture prospective customers. But the forces driving it are complex, including the integration of marketing and sales tools and continued industry consolidation. “Today, all these tools, including marketing automation, CRM and email, are talking to one another,” said Adam Blitzer, VP-b2b marketing automation at ExactTarget’s Pardot. “Because of API management, every channel I use in marketing communicates with each other.” Blitzer said this new world of interconnectivity is particularly important not just for connecting all the marketing operations dots but also because customers prefer to communicate in different ways.
“Say you collect someone’s data from a Web form,” Blitzer said. “Being able to pass that seamlessly to a direct mail or email system is a powerful thing. Or consider when an email recipient clicks on a link. He then will visit a landing page with more engaging information, which in turn can trigger a direct mail piece.”
These capabilities weren’t possible a few years ago, he said.
IDG Global Solutions
One of the most important marketing metrics is leads generated. They’re vital to build a sales pipeline and in many cases support marketing spend.
In an interview with IDG Global Solutions Director Howard Sholkin in March 2013 at the BtoB Digital conference, IBM’s Christine Jacobs talks about the importance of both marketing experimentation and turning prospects into customers….
Mobile users have evolved, and mobile advertisers need to catch up.
If 2012 taught the industry anything, it’s that sitting in front of a computer isn’t necessarily a consumer’s preferred means of consuming content. While the mobile uptick was already apparent prior to this passing year, the numbers for 2012 solidify that things are indeed changing. With end-of-the-year mobile analyst reports coming out every day, there appears to be no shortage of data, and all of it points to double-digit increases in smartphone and tablet penetration.
The rise in the popularity of these devices has been married to a fundamental change in the way that people think about, consume and share digital content. The increased acceptance and use of mobile devices has also been accompanied by a change in the mental models of users. Priorities and interaction habits of mobile consumers are changing with the ability to be on the go and with smaller hardware. Bottom line: people’s mobile behavior has evolved and mobile advertisers need to catch up.
From the perspective of cost savings and reduced technical implementation, it may seem like a good idea to just dish up the same experiences to mobile devices that were originally created specifically for the Web. After all, mobile browsers can generally render most of the content out there. While that is the case, just relying on legacy digital display ads or linking people to a bloated Web site with a design that isn’t optimized at all for mobile viewing is out of sync with the expectations of mobile users. Mobile should no longer be an afterthought. While I wouldn’t go so far as to argue that “Mobile First” makes complete strategic sense when thinking about marketing, it is fair to say that mobile should be treated with at least the same priority as Web and in certain scenarios mobile should take precedence.
Over the next two weeks, IDG Connect is serializing commentary from industry experts on marketing 2013 predictions. We feature expert opinion on the key trends in 2013, and regional outlooks on what 2013 holds for marketing around the world.
Modern marketers are officially living in the “Big Data era”. According to IBM, 90% of the world’s data has been produced in the last two years. While possessing loads of information on customers and prospects is a good thing, it’s also incredibly overwhelming. Marketing’s role is changing and has evolved as a result of the Big Data world where we now live. Once known as the department that came up with punchy taglines, marketing skills have shifted from art to science. Today’s marketers are extremely analytical and have a clear understanding of how to boost the bottom line through data.
In 2013, I predict we’ll see an increased focus on Big Data for marketing. I believe marketers will continue to leverage technology and more importantly increase their use of technology to further understand their buyers. If marketers can take advantage of this data and make it work for them, companies will benefit from valuable insights necessary to drive revenue.
As marketers tackle the Big Data challenge it’s helpful to consider the following:
This infographic from IDG Connect is based on aggregated TM interviews from 100+ North American respondents in cross-section of job titles and industries. It looks at how mobile devices affect one’s lifestyle at work verses their personal life. Does mobility really make you more productive or does it make you selfish?
What are the most powerful ways B2B lead generation marketers will be using big data in 2013?
1. Some may say attribution – understanding which channels, content, and messaging is working best.
2. Others may claim personalization and engagement scoring – delivering the right message to the right person at the right time.
3. A few may argue sales efficiency and effectiveness – giving the sales department more relevant information at the right time, helping to close more business faster.
4. But ultimately, I believe the most compelling case can be made for closing the loop – from marketing lead to sale and ultimately maximizing true ROI.
To be fair, I introduced these use cases in my last post, “What’s the Big Deal With Big Data.” And I do believe closing the loop is the most compelling, so let’s take a closer look here.