3 Success Factors to Insights-Driven Automation
We need automation to also serve the process. Marketing operations efficiencies like workflow and social CRM require these insights at scale. While truly integrated IMM on a single platform is nirvana, the marketing technology landscape is huge. Real engagement often requires a few tools that will work together.
Second, Our Content Creation Machines Have to Focus More on What Sells and Our Brand Purpose. Too much content is created simply because it's interesting. That is not a high enough bar. If your product is water, then the content needs to be all about fire. Content has to create need and speak to the "Why" of what you do, not the "What." Why brands produce a product is usually about vision, value, need and satisfaction. Look at those heartwarming Super Bowl ads—do Dove products make you a better dad? No. But the brand is about being true to yourself and to celebrating your own personal values. So the advertising content worked.
If 2015 has a theme in marketing, it's got to be personalization. Of course that means something different now than it did 10 years ago, when we first started really considering what is possible with custom-branded experiences. Effective personalization now means curating the content that will resonate with each customer's individual needs. Automation technology makes this possible through content blocks and integrated native advertising units.
Third, We Need More Discipline About the Types of Insights That Will Help Us Do More Effective Marketing. I've always found in marketing analysis that certain demographics have clear preferences in tone, pace and language when interacting with a sales rep or brand. We can capitalize on these preferences to increase sales and connect the right rep with the right type of customer.
One way to solidify the discipline is to have some sort of mantra or brand promise that is very clear, and so all analytics work can strive to generate insights that are true to that brand promise. Remember the Coca-Cola's Content 2020 Manifesto? Auditing your landscape of opportunity and focusing on the areas that have the most impact on revenue and market share will help you identify the kinds of insights that are most meaningful for your business.