What do best-in-class marketers do better and differently that enables them to achieve marketing excellence? See these marketing performance management survey results and benchmarks for answers.
This past weekend, I caught up on Mary Meeker’s latest Internet Trends report for 2017. As always, it was jam-packed with incredible data and insights, and this year it ballooned to 353 pages worth of them.There’s a ton of topics in the report that are important to marketing — voice-based platforms, convergence of advertising and commerce, gaming-inspired innovation, the reinvention of media, and the spectacular Internet explosions in China and India — but I want to highlight some data from her analysis of “the cloud” and its accelerating change across enterprises.
When we think of storytelling, we tend to conjure up memories of childhood — fairy tales, fables, and campfires.
Stories are an essential form of human communication and are often among the first conveyors of cultural norms and values.
There’s a reason why many childhood lessons are conveyed as stories: Research has shown that the human brain likes to encode, store, and retrieve information in narrative form.
When consumers prepare to make purchase decisions, stories can deliver important information and shape the decision and the overall brand experience. With the advent of consumer-to-consumer social media platforms such as Facebook and Twitter, stories can be powerful tools for shaping cognitive processing, recall, brand image, and choice.
However, relatively little is known about how this process works in digital marketing.
Over the past five years, we pursued field research with two companies, BMW AG, the German automaker, and Suruga Bank Ltd., based in Numazu, Japan, to explore the role that story authorship plays in consumer choice. Through this research, we learned that stories significantly increase consumers’ engagement with websites and that stories originating from consumers are especially powerful in shaping brand attitudes in social media.
Indeed, companies that aren’t offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers.
Nonprofits start with a critical ingredient that many B2B and B2C marketers don’t have: a mission, a reason for existing that doesn’t boil down to “sell something.” Having a purpose provides the necessary foundation for great storytelling – a strong seed to grow an effective content marketing program.
I’m pleased to announce that we have just published The Forrester Wave™: Real-Time Interaction Management, Q2 2017.
This evaluation includes 12 vendors that address RTIM, which Forrester defines as: enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints.
Vendor capabilities have evolved since we published our first RTIM evaluation in 2015, and the new report recognizes 5 leaders – SAS, Pegasystems, Teradata, Adobe, and IBM – all with unique technology approaches to address RTIM requirements. Salesforce, FICO, Pitney Bowes, Infor, and Emarsys are strong performers. And, Rocket Fuel and IgnitionOne are contenders, representing emergent RTIM capabilities for advertising use cases.
The continued convergence of martech and adtech will further drive use cases for both anonymous and authenticated customers as the RTIM space evolves.Not only are we seeing vendors apply RTIM to advertising and customer acquisition strategies, but we are seeing deeper integrations with sales, service, and operational environments to better address up-sell, cross-sell, retention, and loyalty requirements. We are further seeing customer-initiated interaction volumes increase dramatically as brands strive to personalize content and offers across an ever-expanding range of channels and touchpoints.