This is a guest post written and contributed by Erik Severinghaus, founder and CEO at SimpleRelevance, a Rackspace Cloud Tools partner. SimpleRelevance is an email optimization platform that uses internal and external data to automatically execute smarter, individualized email companies.
Like most digital marketers, we like to measure things—cost per click, cost per acquisition, number of unique visitors. Name a marketing acronym and we probably measure it. When we talk to marketers using our infrastructure for their campaigns, they send the same message—“Give me a real-time dashboard with metrics because I like to watch the needle move.”
In a recent episode of Mad Men, Peggy Olson channels her old boss, Don Draper, when she pitches Heinz ketchup. There’s ketchup, Peggy says, and then there’s the cheap and watery imitation—catsup. “They’re selling their watered down, flavorless sauce by pretending that they’re you,” she says, looking straight at the Heinz executive. “It makes you angry, doesn’t it?” The exec seems intrigued. A beat later, Peggy says, “But I always say, if you don’t like what they’re saying, change the conversation.” Then she uncovers her concept:
Marketers are concerned with two things when it comes to digital campaigns: ease and performance. They need simple solutions that work with their timeline demands and can withstand traffic spikes due to campaign efforts and seasonality.
As digital marketing continues to evolve and purchase cycles becomes more complex, marketers struggle to find ways to get the maximum returns on investment. 2012 was no different, as social media and mobile became the mainstream digital channels while content continues to be the primary fuel for digital marketing. Adding to the complexity of the digital channel proliferation, buyers are becoming much more sophisticated. In a recent survey conducted by Forrester Research, 82 percent of the buyers researched online before making a purchase. This crucial data point is a huge eye opener for marketers who are still hesitant to invest in online marketing.
Marketers can only reach their targeted audience if it is relevant, and AgilONE wants to ensure that by allowing marketers understand the customer by consolidating the customer’s data through various sources to provide a 360 degree view.
Marketers are always working on their next successful campaign and finding ways to increase their chances of reaching to their targeted market. Tellagance seeks to predict how information moves across social networks and see how people interact in context which will give marketers guidance to their next campaign. In order to predict a social phenomenon, Tellagence studies the past and current interaction to enable marketers to increase their brand visibility and ultimately gain better interactions from their campaigns.
I met up with famous business blogger Chris Brogan at the Blog World Expo (now named the New Media Expo) and we sat down to talk about blogging and what he’s seeing happen around the world inside corporate marketing. He also talks about what it takes to feed the blog beast as an independent blogger. Thanks Chris Brogan for dropping by! You can find him at http://www.chrisbrogan.com/