10 Ways AI And Machine Learning Are Improving Marketing In 2021 (Source: Forbes.com)

10 Ways AI And Machine Learning Are Improving Marketing In 2021
83% of IT leaders say AI & ML transform customer engagement and 69% say it is transforming their … [+] GETTY
  • AI and Machine Learning are on track to generate between $1.4 Trillion to $2.6 Trillion in value by solving Marketing and Sales problems over the next three years, according to the McKinsey Global Institute. 
  • Marketers’ use of AI soared between 2018 and 2020, jumping from 29% in 2018 to 84% in 2020, according to Salesforce Research’s most recent State of Marketing Study. 
  • AI, Machine Learning, marketing & advertising technologies, voice/chat/digital assistants and mobile tech & apps are the five technologies that will have the greatest impact on the future of marketing, according to Drift’s 2020 Marketing Leadership Benchmark Report.

Chief Marketing Officers (CMOs) and the marketing teams they lead are expected to excel at creating customer trust, a brand that exudes empathy and data-driven strategies that deliver results. Personalizing channel experiences at scale works when CMOs strike the perfect balance between their jobs’ emotional and logical, data-driven parts. That’s what makes being a CMO today so challenging. They’ve got to have the compassion of a Captain Kirk and the cold, hard logic of a Dr. Spock and know when to use each skill set. CMOs and their teams struggle to keep the emotional and logical parts of their jobs in balance.

source: 10 Ways AI And Machine Learning Are Improving Marketing In 2021 (forbes.com)

Asked how her team keeps them in balance, the CMO of an enterprise software company told me she always leads with empathy, safety and security for customers and results follow. “Throughout the pandemic, our message to our customers is that their health and safety come first and we’ll provide additional services at no charge if they need it.” True to her word, the company offered their latest cybersecurity release update to all customers free in 2020.  AI and machine learning tools help her and her team test, learn and excel iteratively to create an empathic brand that delivers results.

The following are ten ways AI and machine learning are improving marketing in 2021:

1.    70% of high-performance marketing teams claim they have a fully defined AI strategy versus 35% of their under-performing peer marketing team counterparts. CMOs who lead high-performance marketing teams place a high value on continually learning and embracing a growth mindset, as evidenced by 56% of them planning to use AI and machine learning over the next year. Choosing to put in the work needed to develop new AI and machine learning skills pays off with improved social marketing performance and greater precision with marketing analytics. Source: State of Marketing, Sixth Edition. Salesforce Research, 2020.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
Marketing teams’ ability to learn quickly and capitalize on new knowledge about AI outperform their … [+] SOURCE: STATE OF MARKETING, SIXTH EDITION. SALESFORCE RESEARCH, 2020.

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2.    36% of marketers predict AI will have a significant impact on marketing performance this year. 32% of marketers and agency professionals were using AI to create ads, including digital banners, social media posts and digital out-of-home ads, according to a recent study by Advertiser Perceptions. Source: Which Emerging Tech Do Marketers Think Will Most Impact Strategy This Year?, Marketing Charts, January 5, 2021.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
AI and Customer Data Platforms are being combined to drive greater personalization-at-scale. WHICH EMERGING TECH DO MARKETERS THINK WILL MOST IMPACT STRATEGY THIS YEAR?, MARKETING CHARTS, JANUARY 5, 2021

3.    High-performing marketing teams are averaging seven different uses of AI and machine learning today and just over half (52%) plan on increasing their adoption this year. High-performing marketing teams and the CMOs lead them to invest in AI and machine learning to improve customer segmentation. They’re also focused on personalizing individual channel experiences. The following graphic underscores how quickly high-performing marketing teams learn then adopt advanced AI and machine learning techniques to their competitive advantage. Source: State of Marketing, Sixth Edition. Salesforce Research, 2020.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
High performing marketing teams are 25% more likely to increase their use of AI this year versus … [+] SOURCE: STATE OF MARKETING, SIXTH EDITION. SALESFORCE RESEARCH, 2020.

4.    Marketers use AI-based demand sensing to better predict unique buying patterns across geographic regions and alleviate stock-outs and back-orders. Combining all available data sources, including customer sentiment analysis using supervised machine learning algorithms, it’s possible to improve demand sensing and demand forecast accuracy. ML algorithms can correlate location-specific sentiment for a given product or brand and a given product’s regional availability. Having this insight alone can save the retail industry up to $50B a year in obsoleted inventory.  Source: AI can help retailers understand the consumer, Phys.org. January 14, 2019.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
Minimizing inventory risk and fine-tuning product demand forecasts are ideal use cases for AI and … [+] SOURCE: AI CAN HELP RETAILERS UNDERSTAND THE CONSUMER, PHYS.ORG. JANUARY 14, 2019.

5.    Disney is applying AI modeling techniques, including machine learning algorithms, to fine-tune and optimize its media mix model. Disney’s approach to gaining new insights into its media mix model is to aggregate data from across the organization including partners, prepare the model data and then transform it for use in a model. Next, a variety of models are used to achieve budget and media mix optimization. Then compare scenarios. The result is a series of insights that are presented to senior management. The following dashboard shows the structure of how they analyze AI-based data internally. The data shown is, for example only; this does not reflect Disney’s actual operations.   Source: How Disney uses Tableau to visualize its media mix model (https://www.tableau.com/best-marketing-dashboards)

10 Ways AI And Machine Learning Are Improving Marketing In 2021
Disney recently presented their approach to using Machine Learning Models to optimize their media … [+] HOW DISNEY USES TABLEAU TO VISUALIZE ITS MEDIA MIX MODEL (HTTPS://WWW.TABLEAU.COM/BEST-MARKETING-DASHBOARDS)

6.    41% of marketers say that AI and machine learning make their greatest contributions to accelerating revenue growth and improving performance. Marketers say that getting more actionable insights from marketing data (40%) and creating personalized consumer experiences at scale (38%) round out the top three uses today. The study also found that most marketers, 77%, have less than a quarter of all marketing tasks intelligently automated and 18% say they haven’t intelligently automated any tasks at all. Marketers need to look to AI and machine learning to automated remote, routine tasks to free up more time to create new campaigns. Source: Drift and Marketing Artificial Intelligence Institute, 2021 State of Marketing AI Report.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
The top ten areas marketers look to AI and machine learning to make an impact show how vital it is … [+] SOURCE: DRIFT AND MARKETING ARTIFICIAL INTELLIGENCE INSTITUTE, 2021 STATE OF MARKETING AI REPORT.

7.    Starbucks set the ambitious goal of being the world’s most personalized brand by relying on predictive analytics and machine learning to create a real-time personalization experience. The global coffee chain faced several challenges starting with how difficult it was to target individual customers with their existing IT infrastructure. They were also heavily reliant on manual operations across their thousands of stores, which made personalization at scale a formidable challenge to overcome. Starbucks created a real-time personalization engine that integrated with customers’ account information, the mobile app, customer preferences, 3rd party data and contextual data. They achieved a 150% increase in user interaction using predictive analytics and AI, a 3X improvement in per-customer net incremental revenues. The following is a diagram of how DigitalBCG (Boston Consulting Group) was able to assist them. Source: Becoming The World’s Most Personalized Brand, DigitalBCG.  

10 Ways AI And Machine Learning Are Improving Marketing In 2021
Starbucks’ bold strategy to be the world’s most personalized brand started with the above network … [+] SOURCE: BECOMING THE WORLD’S MOST PERSONALIZED BRAND, DIGTIALKBCG.

8.    Getting personalization-at-scale right starts with a unified Customer Data Platform (CDP) that can use machine learning algorithms to discover new customer data patterns and “learn” over time.  For high-achieving marketing organizations, achieving personalization-at-scale is their highest and most urgent priority based on Salesforce Research’s most recent State of Marketing survey. And McKinsey predicts personalization-at-scale can create $1.7 trillion to $3 trillion in new value. For marketers to capture a part of this value, changes to the mar-tech stack (shown below) must be supported by clear accountability and ownership of channel and customer results. Combining a modified mar-tech stack with clear accountability delivers results.   Source: McKinsey & Company, A technology blueprint for personalization at scale. May 20, 2019. By Sean Flavin and Jason Heller.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
To excel at personalization-at-scale there needs to be a strong emphasis on creating a unified, high … [+] MCKINSEY & COMPANY, A TECHNOLOGY BLUEPRINT FOR PERSONALIZATION AT SCALE. MAY 20, 2019. BY SEAN FLAVIN AND JASON HELLER.

9.    Campaign management, mobile app technology and testing/optimization are the leading three plans for a B2C company’s personalization technologies. Just 19% of enterprises have adopted AI and machine learning for B2C personalization today. The Forrester Study commissioned by IBM also found that 55% of enterprises believe the technology limitations inhibit their ability to execute personalization strategies. Source: A Forrester Consulting Thought Leadership Paper, Commissioned by IBM, Personalization Demystified: Enchant Your Customers By Going From Good To Great, February 2020.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
When it comes to planned changes by B2C marketers regarding their personalization strategies, 59% of … [+] SOURCE: A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER, COMMISSIONED BY IBM, PERSONALIZATION DEMYSTIFIED: ENCHANT YOUR CUSTOMERS BY GOING FROM GOOD TO GREAT, FEBRUARY 2020.

10. Successful AI-driven personalization strategies deliver results beyond marketing, delivering strong results enterprise-wide, including lifting sales revenue, Net Promoter Scores and customer retention rates. When personalization-at-scale is done right, enterprises achieve a net 5.63% increase in sales revenue, 10.26% increase in order frequency, uplifts in average order value and an impressive 13.25% improvement in cross-sell/up-sell opportunities. The benefits transcend marketing alone and drive higher customer satisfaction metrics as well.   Source: A Forrester Consulting Thought Leadership Paper, Commissioned by IBM, Personalization Demystified: Enchant Your Customers By Going From Good To Great, February 2020.

10 Ways AI And Machine Learning Are Improving Marketing In 2021
Personalization-at-scale done well delivers value enterprise-wide, far beyond marketing results … [+] : A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER, COMMISSIONED BY IBM, PERSONALIZATION DEMYSTIFIED: ENCHANT YOUR CUSTOMERS BY GOING FROM GOOD TO GREAT, FEBRUARY 2020.

Podcast – Future Of Work: Mercedes Erra et le futur de la publicité: « Il faut protéger ceux qui créent du sens et des idées » – Source: Influencia

Image actu

A écouter Ici : https://podcast.ausha.co/les-metiers-du-futur-teaser/5-le-futur-de-la-publicite-mercedes-erra-betc

Isabelle Rouhan (Ex – Havas Media) reçoit Mercedes Erra, fondatrice de BETC, première agence française de publicité et Présidente exécutive Havas Worldwide.

Mercedes Erra aborde ausi les intelligences multiples, la place des femmes dans la société et le monde du travail, et sa décision de devenir Française.

Elle dit également son respect profond pour tous les métiers de BETC, qui recrute des profils très divers. Sa conviction: il faut être “vif, intelligent, cultivé, aimer les humains, et savoir écrire.

Source: Mercedes Erra et le futur de la publicité: « Il faut protéger ceux qui… – Influencia

‘Nothing makes sense anymore’: What’s driving ad tech’s latest consolidation wave (Source: Digiday)

robot lineup

FEBRUARY 23, 2021 bySEB JOSEPH

The latest wave of consolidation is in full swing and it’s scrappier than ever. 

Magnite and Spotx. Verve and Nexstar’s digital platform for video ads. Smart Adserver and Capital Croissance. Liveramp and Datafleets. District M and Sharethrough. Kubient. Pubmatic. And now Viant. Those are just some of the more notable mergers, acquisitions and IPOs that have occurred in recent months. In fact, the pace of deals has accelerated to a point that’s left some onlookers puzzled — and for good reason. 

Source: What’s driving ad tech’s latest consolidation wave (digiday.com)

Investors, whether they’re private or public, seem fine with big, initially costly consolidation of ad tech companies. This is largely because revenue growth, not profit, drive corporate value right now. Put another way: It’s as if investors forgot that ad tech is steeped in a lot of uncertainty right now. 

Take Criteo. It’s valued now at $1.9 billion. A year ago Criteo’s stock crashed to a 52-week low after Google said it would block the cookies the ad tech vendor uses to retarget people in the Chrome browser. Google still intends to make its move sometime next year. And as it stands, no one has a viable alternative. Yet, Criteo is worth more today than it was a year ago.

“Nothing makes sense anymore,” said Ratko Vidakovic, founder of ad tech consultancy AdProfs.

Moments like this are rare for an industry that’s been kept at arm’s length by investors. So many moving parts must align. Still, online ad spending is accelerating and valuations for ad tech companies are at all-time highs with renewed interest in ad tech among both strategic and private equity investors. What’s more, capital is cheap. Put that all together and there’s simply a lot of cash sloshing around ad tech vendors right now. A blue moon event for the sector if ever there was one. 

Cue a scramble to get deals done. Call it strategic opportunism.

“The conditions in the market right now mean it’s a great opportunity for further consolidations,” said Verve Group’s chief revenue officer Sameer Sondhi. 

Last month, Verve Group, a network of ad tech companies, acquired mobile video ad platform LKQD from telecommunications company Nexstar. Sondhi is on the lookout for more deals, with CTV, digital out of home and contextual focus areas for the future. 

“Ad tech companies are trying to seize the opportunity because the sector has been treated like a second-class citizen by investors for a while,” said Vidakovic. “And the way to take advantage of these markets is to create entities that have scale.”

Here’s a valuation-related example: Magnite bought SpotX on a valuation of $1.17 billion — more than 10 times its $116 million revenue for 2020. Prior to the deal with SpotX, Magnite traded at 20 times its sales. Ad tech may be missing a few things right now, but optimism isn’t one of them.

Even private investors, who have steered clear of ad tech in recent years, are exuberant about the sector’s future. 

“We’re following several companies in ad tech, especially in France, as it’s a good time to invest because the industry is smaller so there’s more transparency,” said Cedric Boxberger, managing partner at investment Capital Croissance, which took majority-ownership of France-based ad-tech firm Smart AdServer earlier this month. 

Few assets will deliver such strong returns during one of the most turbulent economic times, for private investors like Boxberger. “Over the next five years there’s an opportunity for us [Smart Ad Server] to either go on the public market or have further investors — maybe even in the U.S,” he said. 

Ad tech last scaled these heights in 2013, during a boom sparked by excitement over digital advertising. The market had a Wild West vibe during the period. Exuberant claims about opaque technology impressed investors. When the bubble burst spectacularly in 2015 it was just about all the evidence investors needed to shrug off technology that struggled to reverse the low margin, high volume dynamics of the sector. Then Covid happened. And unlike last time, the stakes are a lot higher now. 

The way the sector makes money is going to irrevocably change over the next two years. The data that forms the backbone of their businesses is being throttled by the largest online media owners. Any company that relies on third-party cookies or mobile identifiers must make do with less, if not any, of it soon. 

It’s why Vidakovic’s scale argument rings true. Larger, more integrated ad tech companies tend to be better equipped to roll with whatever way the market goes. In particular, ad tech vendors are focusing on two, yet to be commoditized areas: CTV and identity resolution. RELATEDMEMBER EXCLUSIVEMedia Buying Briefing: Crossmedia founder Asghar on how the holding companies subverted media planning – and how he’s fighting back

“Cookie-less environments have grown from just Safari and Firefox to now all of Connected TV and soon Chrome,” said Chris Vanderhook, chief operating officer at ad tech vendor Viant on the day the company went public earlier this month. “We have patented technology around our Household ID as opposed to our competitors that still rely on the cookie.”

Rightly or wrongly, ad tech is coming full circle via the latest wave of consolidation. Companies that were once built to prosper from a fragmented landscape are having to do the opposite. They’re trying to cater to both the buy and sell sides of the programmatic market just like the ad networks that drove ad tech’s early successes. What’s old is new again. 

“The ad tech market, despite what the famous Lumascape seems to suggest, is inherently suited for a small number of behemoth winners — with independents/startups operating on the fringes until they get bought by the leaders,” said Ruben Schreurs, group chief product officer at Ebiquity. 

Much of ad tech’s evolution over the last decade has been an unbundling of the ad network — the sector’s first real success stories. While the subsequent fragmentation was lucrative for ad tech, it came at a price — consumer privacy.

Now, the fragmentation is in reverse.

Why every business needs a full-funnel marketing strategy (source: McKinsey)

Full-funnel marketing is not just a campaign strategy; it’s a total shift in how marketing works.

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You could say that marketing has a split personality. On one side is traditional brand building, driven by TV ads and other broad-reach vehicles. Many old-guard marketers who have risen through the ranks excel at this. The other side is performance marketing, or the data-driven measure of online activity. The young guns of marketing who have grown up in the digital age dominate this discipline.

source: Why every business needs a full-funnel marketing strategy | McKinsey

For many companies, this split is inhibiting growth aspirations. Budget and impact conversations often become contentious: performance marketers tout their ability to drive clicks while brand builders argue for longer-term investments, although they often struggle to demonstrate the near-term value their teams generate. In recent conversations with two dozen top marketing executives, less than a fifth report having a very strong understanding of how their brand-building campaigns are performing. “It’s tough to measure either the short-term or long-term impacts of brand campaigns,” says one marketing executive. “We attribute increases in sales to them because of correlation, not necessarily causation.” This is troubling for CMOs because 83 percent of CEOs look to marketing as a growth engine for the business.

Brand building’s measurement problem has obscured its importance. As a result, many CMOs shift too much of their marketing spend toward the easy-to-justify capture of customers at the bottom of the funnel at the expense of the less tangible generation of customer demand and attention at the top. This skew toward bottom-of-the-funnel campaigns has significant implications for long-term value: data from three large marketers in media and apparel retail industries indicate that customers who have an emotional connection to a brand tend to be more loyal and valuable over time than those who arrive at a site because of a generic keyword search or social media ad.

To redress this imbalance, leading organizations are moving toward “full-funnel” marketing, an approach that combines the power of both brand building and performance marketing through linked teams, measurement systems, and key performance indicators (KPIs). By adopting full-funnel marketing, companies can become more relevant to their customers, develop a fuller and more accurate picture of marketing’s overall effectiveness, and generate more value without having to spend additional marketing dollars. This approach isn’t just about doing more across each stage of the funnel. It’s about understanding how each of the stages impacts the others for a complete customer experience—how media spend on addressable TV, for example, can boost the impact of personalized emails, or how social-media ad campaigns can drive online and in-store visits.

In our experience, a thoughtful and data-driven full-funnel marketing strategy can drive significant value. By shifting greater media allocation to areas with higher returns and employing test-and-learn optimization for demand-generation campaigns, marketers can achieve a 15 to 20 percent lift in marketing ROI. Additionally, many marketers have found that incorporating both brand building and performance elements in a campaign often increases the overall return on ad spend compared with spending on performance channels alone.Would you like to learn more about our Marketing & Sales Practice?

Why now

While the idea of full-funnel marketing has been around for years, most companies have been unable to overcome the organizational and technological barriers to actually implementing it effectively. There are several reasons why now is a critical time for marketers to lean into full-funnel marketing. For one, performance-marketing returns have recently plateaued or declined, thanks to inflation in digital-media costs and customer saturation in some highly targeted ad markets.1 In addition, widely available automation tools have commoditized the execution of performance marketing, making it difficult to secure a significant competitive advantage.

Driving full-funnel marketing is particularly necessary given the dramatic changes in customer behavior seen during the COVID-19 pandemic. This year, more than 60 percent of consumers tried a new shopping behavior in response to economic pressures, store closings, or changing priorities, one-third of whom experimented with a different brand of product. Our data make clear that customers’ expectations of brands are shifting, with many citing a brand’s purpose as a key reason for buying. This wave of data on new behaviors has provided marketers with a windfall in terms of developing a better understanding of what their customers want and how they make decisions across the entire funnel, offering an opportunity to both win new customers and ensure the loyalty of existing ones.

Four essentials of full-funnel marketing

The contours of a full-funnel marketing program will be different for different marketers across the spectrum. But whether CMOs are launching a new product or brand, repositioning a legacy brand, or simply trying to drive in-quarter sales, they will want to embrace four common and essential elements:

1. Brand-building measurement

Traditional TV ads, the backbone of many brand-building campaigns, have long suffered from a tracking problem. They offer the potential to reach large numbers of consumers and elicit powerful emotional responses, but their inflexibility prevents marketers from collecting detailed insights on how exactly the campaigns are impacting consumer behavior.

This is starting to change. Consumers are increasingly moving toward internet TV and digital streaming services, including audio. These options allow marketers far greater visibility into who is seeing their ads and allows them to show different ads to different households that are watching or listening to the same program. This trend has accelerated during the pandemic. Some 33 percent of consumers in Europe and 41 percent in the United States say they have begun or increased their usage of online streaming channels this year.2

In addition, many new measurement approaches to brand campaigns have taken off in recent years, allowing marketers to move beyond such coarse methodologies as brand trackers and reach/frequency metrics:

  • Addressable TV and audio. Even for linear TV viewing, set-top boxes and smart TVs can now provide visibility into who has viewed particular ads, via content-recognition technology that works with unique IP addresses. This enables advertisers to establish a much more direct link between ad exposure and consumer actions.
  • Digital ‘brand lift’ surveys. Unlike traditional brand trackers, these surveys, often on mobile devices, allow marketers to measure upper-funnel metrics, such as brand awareness and favorability, on a near-real-time basis and tie them to specific ad exposure at scale. They can also isolate the impact of ads by separating recently exposed populations from unexposed groups.
  • Attribution tools. Using ad logs, these tools correlate the specific time and location in which a cohort of consumers sees an ad with the actions those consumers take. For instance, in the minutes after a TV spot airs in a particular geography or is seen by a particular demographic, do search queries, website visits, or social-media mentions increase? Unlike qualitative surveys, these “correlated outcomes” don’t suffer from discrepancies between consumers’ stated and actual behavior.

Performance branding and how it is reinventing marketing ROIRead the article

2. A unified set of KPIs

Linking KPIs between channels and stages of the funnel to actual business results, such as conversions or leads, allows companies to better understand the real impact of their marketing and then create messages that will elicit the best responses. For instance, if unaided brand awareness is increasing, what effect, if any, is that having on website traffic or digital purchases? Are brand-building efforts leading more consumers to make branded search queries, which have a lower cost per click than generic product-category searches?

This unified view also helps marketers figure out how different touchpoints throughout the funnel affect each other and to identify the metrics that matter most. If brand-building campaigns, for example, are leading to more website conversions or branded search queries, these are clear signs that investing in more brand building will likely pay off. Only when marketers have linked KPIs can they identify the interactions most tightly tied to business value and start making smart decisions to adjust or rebalance their marketing spend.

3. An updated media mix model for integrated spending

Many marketers now rely on media mix models (MMM) to measure the impact of their campaigns and determine how much money they should spend on different types of advertising and marketing. While MMMs have proven useful for making allocation decisions, they fall short in a number of ways. Because they require long look-back periods to estimate the impact of each type of spend, they aren’t responsive to short-term changes, such as shifts in campaign performance, or changes in shopping behavior due to external factors, such as those we are seeing today. They also don’t get very granular in their spending recommendations and can fail to capture the nuances of actual channel behavior. For example, a model may recommend spending increases for paid search ads on branded search terms even though a brand is already showing up in close to 100 percent of results.

MMMs also don’t offer granular data on which channels or platforms should get credit for customer conversions. Some 30 percent of marketers admit to being held back by these difficulties, including those with budgets of more than $500 million.

To make MMMs more reliable and better suited to a full-funnel marketing strategy, organizations need to modernize them with additional inputs, such as those from incrementality tests and multitouch attribution (MTA) models. Doing regular incrementality tests, which involve running a structured experiment with a control group of consumers who aren’t shown ads, can provide a cleaner verification of a particular channel’s performance, as well as insights that are closer to real-time and more granular data on campaigns. This helps marketers assess the true impact of their efforts and adjust the attribution for a channel accordingly. Recent technology and analytics advances have made such incrementality tests simple and inexpensive, although they are time consuming to run at scale across channels.

Advances in analytics have also helped improve the process of determining where credit for a customer conversion should go in MTA models. Combining this with audience-propensity scoring helps further define how valuable a particular channel or tactic is. If a campaign on a particular social-media platform, for instance, converts consumers who already have a high propensity to purchase, that channel would be assigned a lower “incrementality multiplier.”

4. A full-funnel operating model

Full-funnel marketing requires a complete top-to-bottom integration of the function; it can’t simply be tacked onto existing daily processes. That starts with rethinking how work gets done across functions. While the transformation of an operating model requires changes across almost all elements of the marketing function, four areas are the most important to get right:

  • Incentives for full-funnel performance. To help make measurement rigor a core part of marketing’s culture, marketers should be held accountable and rewarded for their ability to deliver on well-defined engagement or revenue goals. These should be based on both a unified set of KPIs tied to full-funnel performance, such as total brand awareness and total visitor traffic, and KPIs that measure incremental value, such as extra traffic coming from A/B testing or additional revenue driven by brand campaigns according to the MMM.
  • Cross-functional collaboration. Full-funnel marketing can’t be done effectively without close collaboration among all stakeholders, including brand managers, performance-marketing leaders, analytics marketers, and finance. To ensure productive interaction, some companies have created weekly huddles, where insights are shared from across the funnel and decisions are made jointly on everything, including KPIs, spending levels, and which audiences to target.
  • Deeper collaboration between media agency and partner. Marketers often have an incomplete understanding of what their agencies actually do and what value they are accountable for. Correcting this involves not just more active agency management but also closer collaboration. This includes ensuring that the marketers, not the agency, own their user-level data, insisting on collaboration for rapid testing and iteration, and pushing media companies to create integrated ad buys that leverage their brand-building and performance-marketing channels.
  • Adoption of test-and-learn capabilities by brand marketers. The dynamic, rapid test-and-learn capabilities common to performance-marketing teams need to be extended to mid- and upper-funnel teams. Brand marketers can use these methodologies to rapidly test personalized creative and to optimize the videos or other consumer content ads that are delivered alongside, a tactic shown to be highly effective.

Full-funnel marketing is not just a campaign strategy; it’s a total shift in how marketing works. It demands close team collaboration to harness the complete range of marketing capabilities to increase the impact from all campaigns. Most importantly, it allows the CMO to provide the C-suite with a much richer and more complete picture of how exactly marketing is driving growth.

ABOUT THE AUTHOR(S)

Jacob Ader is a consultant in McKinsey’s San Francisco office, where Kelsey Robinson is a partner; Julien Boudet is a senior partner in the Southern California office, and Marc Brodherson is a partner in the New York office.

WandaVision devient la série la plus populaire au monde

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En seulement quatre semaines, la série Disney+ se hisse à la première place des séries les plus populaires du monde (en ce moment).

Crédits : Disney+

WandaVision a ouvert la voie aux séries estampillées Marvel sur Disney+. Si le succès en salle de la licence n’était plus à prouver, il restait encore à la plateforme de déterminer s’il en serait de même pour ses productions sérielles. On peut dire que Marvel et Disney ne se sont pas trompés en portant les aventures des super-héros sur le petit écran. Selon Parrot Analytics, moins de quatre semaines après son lancement, WandaVision se hisse à la première place des séries les plus populaires du monde. L’institut précise qu’elle était déjà placée à la 6e place du classement des séries originales, dans la semaine du 11 au 17 janvier. Pour analyser cette popularité grandissante, Parrot Analytics s’est intéressé à plusieurs données. Dans un premier temps, sa cote de popularité sur la toile a été passée à la loupe avec notamment le nombre d’articles sur le sujet, les comportements des spectateurs sur les réseaux et aussi les notes laissées sur les différents forums. Enfin, l’institut qui se consacre à l’évaluation de l’audience dans le domaine du divertissement, s’est intéressé aux données de piratages pour se représenter la demande du public. Il a en revanche dû se passer des chiffres officiels d’audience sur Disney+. La plateforme reste assez discrète sur le sujet.

Une stratégie payante pour Disney

Contrairement à Netflix ou Amazon Prime Video, Disney+ mise sur une diffusion hebdomadaire pour ses différentes productions. En plus d’être une manière de s’assurer de garder ses abonnés, cela permet à la série de s’imposer plus durablement dans le paysage audiovisuel. Selon Parrot, cette montée en puissance est le résultat de cette stratégie de publication. Elle précise que c’est ce qui a permis à The Mandalorian d’avoir été la série le plus demandée au monde au cours de sa diffusion. Reste à voir désormais si WandaVision se maintiendra en tête du classement jusqu’au dernier épisode. Elle pourrait ensuite rapidement être remplacée par Falcon and The Winter Soldier, aussi très attendue des fans Marvel.

source: WandaVision devient la série la plus populaire au monde | Journal du Geek

Executive Master in Digital Marketing & Communication starts in May (#sbs / #ulb / #Bmma)

Tonight, during the info session for the #Executive #Master in #Digital #Marketing & Communication #sbs #bmma, I had the opportunity to share a few thoughts about how #digitalisation moved the #4P #MarketingMixx) to S.A.V.E /

More Info: https://exed.solvay.edu/fr/11-program/25-executive-master-in-digital-marketing-and-communication

A very warm thanks to Aude Mayence (Program Alumni) to join this session as #specialguest

Zoom : de nouvelles fonctionnalités pour faciliter le retour au présentiel

Illustration de l'article de Zoom dans des bureaux.Image : Zoom

Une grande partie des entreprises du monde ont mis leurs salariés au télétravail depuis bientôt un an. L’activité de Zoom a bondi, en quelques mois, le fondateur de l’entreprise est même devenu l’une des personnes les plus riches au monde. Désormais Zoom souhaite accompagner les entreprises avec un mode de collaboration hybride en prévision du retour au présentiel d’une grande partie des travailleurs.

source: Zoom : de nouvelles fonctionnalités pour faciliter le retour au présentiel (siecledigital.fr)

Zoom prépare le retour partiel au présentiel

Même si pour le moment il n’est pas encore question de revenir massivement au bureau, Zoom prend les devants et anticipe ce retour qui pourrait avoir lieu d’ici quelques mois. On peut lire dans un article publié sur le blog de Zoom que : « lorsque cela se produira, les responsables informatiques et les managers devront alors relever le défi de soutenir simultanément les travailleurs au bureau et les travailleurs à distance ». C’est une situation à laquelle nous serons effectivement confrontés d’ici quelques mois.

Zoom veut offrir la possibilité aux entreprises de renforcer l’autonomie des travailleurs, où qu’ils se trouvent et de simplifier la collaboration entre les travailleurs en présentiel et ceux qui travaillent à distance. Depuis plusieurs semaines, Zoom fait tout pour : « rendre la transition du retour au bureau aussi transparente et facile que possible ». Avec Zoom Rooms, Zoom Rooms Appliances et Zoom for Home, l’application de visioconférence assure que cela devrait bien se passer.

Zoom a notamment développé une réceptionniste virtuelle, capable d’accueillir les participants à une réunion. Vous allez aussi pouvoir jumeler une Zoom Room avec votre appareil mobile, iOS ou Android. Les utilisateurs Zoom pourront aussi voir les données de comptage de personnes en temps réel sur le tableau de bord. Un outil qui permettra aux managers de s’assurer que la distanciation sociale est bien respectée et que les espaces de réunion ne sont pas surchargés.

Un seul mot d’ordre : toujours plus de sécurité

Autre fonctionnalité très intéressante : vous allez pouvoir surveiller la qualité de l’air d’une salle grâce à Zoom. Avec l’aide de Neat, Zoom a lancé Neat Sense, un outil qui permet de gérer et de surveiller en permanence la qualité de l’air, l’humidité, le taux de CO2 et les composés organiques volatils dans une pièce. Une fonctionnalité disponible à partir du 11 février sur le tableau de bord Zoom. De nombreuses autres fonctionnalités vont voir le jour, comme cette nouvelle barre d’outils pour les réunions pour faciliter l’utilisation et assurer une expérience optimale.

Dernier point qui devrait ravir les DSI : Zoom va permettre une meilleure gestion des appareils afin d’empêcher des utilisateurs de se connecter à Zoom sur les appareils utilisés depuis la maison comme le Portal de Facebook ou Amazon Echo Show. Une fonctionnalité qui permet aux équipes informatiques de gérer facilement et en toute sécurité les appareils de travail à domicile. Vous l’aurez compris, Zoom s’adapte au fil des mois pour répondre aux mieux aux attentes des travailleurs et dans ce cas précis, pour faciliter le retour partiel au présentiel.

Jeep Super Bowl ad: Bruce Springsteen encourages Americans to meet ‘in the middle’

Jeep® | The Middle – YouTube

  • Bruce Springsteen is encouraging Americans to meet “in the middle” during a Super Bowl LV ad for Jeep.
  • The iconic musician, known as “The Boss,” stars in and narrates the scenic two-minute ad, which features far more Americana and landscape than any Jeep vehicles.
  • The ad is reminiscent of past Super Bowl commercials from Olivier Francois, chief marketing officer of Jeep’s parent company, Stellantis (formerly Fiat Chrysler).

Bruce Springsteen is encouraging Americans to meet “in the middle” during a Super Bowl LV ad for Jeep – his first-ever appearance in a commercial.

The iconic musician, known as “The Boss,” stars in and narrates the scenic two-minute ad, which features far more Americana and landscape than Jeeps. The only vehicles in the ad are a 1980 Jeep CJ-5 and a 1965 Willys Jeep CJ-5. Both models are predecessors to the brand’s current Wrangler SUV.

During “The Middle,” Springsteen talks about a chapel located in the center of the country called U.S. Center Chapel in Lebanon, Kansas. He uses the extremely small chapel as the basis to talk about the country needing to “meet here, in the middle” before the ad ends with “To the ReUnited States of America.” That’s followed by a website and logos for Jeep, which is celebrating its 80th anniversary in 2021.

“It’s no secret … The middle has been a hard place to get to lately. Between red and blue. Between servant and citizen. Between our freedom and our fear,” Springsteen says. “Now, fear has never been the best of who we are. And as for freedom, it’s not the property of just the fortunate few; it belongs to us all.”https://youtube.com/embed/D2XYH-IEvhI?wmode=opaque

The ad is reminiscent of past Super Bowl ads from Olivier Francois, chief marketing officer of Jeep’s parent company, Stellantis (formerly Fiat Chrysler). Specifically, a 2013 Super Bowl commercial called “Farmer” that featured the voice of iconic radio broadcaster Paul Harvey and another semi-political ad starring Clint Eastwood called “It’s Halftime in America” in 2012. Both were scenic, pro-country ads featuring few actual vehicles.

“It is absolutely meant to be a successor,” Francois told CNBC. “This is our style. This is our language. This is our approach to Super Bowl. We really were trying to achieve a little bit of what we achieved in these other commercials, which is really relevance and meaning and something that will really tap into the moment.”

Timeliness and relevance are pillars to Francois’ advertising style. He’s also well-known for casting A-list celebrities that aren’t usually associated with advertising in unconventional commercials. Past Super Bowl ads have included Detroit rapper Eminem, musician Bob Dylan as well as a voiceover by Oprah Winfrey. Last year, Francois convinced elusive actor Bill Murray to reprise his role from the 1993 film “Groundhog Day” for a Super Bowl ad.

A company spokeswoman declined to say how much the ad cost, including the fee for Springsteen, who is not known for appearing in ads but did lend his voice to a campaign commercial last year for Joe Biden.

Fiat Chrysler CMO Olivier Francois (left) with actor Bill Murray during the filming of the Jeep brand's 2020 Super Bowl commercial.

Fiat Chrysler CMO Olivier Francois (left) with actor Bill Murray during the filming of the Jeep brand’s 2020 Super Bowl commercial.Fiat Chrysler

Francois said Springsteen was intimately involved in creating the ad, and worked closely with director Thom Zimny. He wrote and produced the original score for the commercial with another one of his frequent collaborators, Ron Aniello.

“Olivier Francois and I have been discussing ideas for the last 10 years and when he showed us the outline for ‘The Middle,’ our immediate reaction was, ‘Let’s do it,‘” Springsteen’s manager, Jon Landau, said in a statement. “Our goal was to do something surprising, relevant, immediate and artful.  I believe that’s just what Bruce has done with ‘The Middle’.”

The ad was created in partnership with Michigan-based agency Doner. The spot was filmed over five days in late January in Kansas, Colorado and Nebraska.

Jeep® kicks off Game Day by reminding us we are stronger than the obstacles in our way, and invites us to remember all the ways we are connected as Americans. A timeless CJ-5 takes us on a journey to the U.S. Center Chapel in Kansas in search of common ground. We have spanned deserts and climbed the highest peaks. We can cross this divide. #JeepTheMiddle

For 80 years, the Jeep® name has been indelibly associated with freedom, authenticity, adventure and passion. These are vehicles for “dreamers and doers” – forging extraordinary, uncommon bonds between themselves and their owners, because adventure is found in every Jeep® vehicle’s DNA. The Jeep® badge stands for more than a brand. In truth, it’s a badge of honor.

The Future Of Growth: The Top Digital Marketing Trends Of 2021 Explained

By Amine Rahal, entrepreneur & writer. CEO of IronMonk, a digital marketing agency specializing in SEO & CMO at Regal Assets, an IRA company. 

Businessman working on a virtual digital data technology concept design
GETTY

Source: Council Post: The Future Of Growth: The Top Digital Marketing Trends Of 2021 Explained (forbes.com)

Digital marketing is an evergreen industry where change is the only constant. As we move into 2021, it’s crucial that we, as marketers and entrepreneurs, stay on top of the latest industry developments. This way, we can adapt our marketing strategies by embracing the technologies and tactics of tomorrow while phasing out the duds.

As the founder of two digital marketing companies, clients often pick my brain about where I think the industry is headed. Here are my top digital marketing trends for 2021, with particular emphasis on emerging marketing channels that I’m confident will stick around for the long haul. 

Advanced Chatbots

As artificial intelligence (AI) technology develops, chatbots will be more useful as both customer support tools and marketing channels. In years past, for many audiences, chatbots came across as annoying, inauthentic and disruptive. But as AI and machine learning improves, chatbots are growing better at offering helpful solutions specific to users’ individual needs.

Recent data from Facebook finds that 56% of shoppers would rather send instant messages than call a support line. If your customers can’t quickly receive an answer to their question about your product or service, they might rather bounce than pick up the phone to call you. A chatbot is the best way to deliver instant answers to prospects and customers, allowing you to close sales that otherwise would have gone astray.MORE FOR YOU4 Digital Marketing Trends To Watch In 2021Seven Digital Marketing Trends For 2021Why SMS Is The Marketing Tool Of The Future

Featured Snippets

In the past, landing the top spot on a search engine results page has always been the No. 1 goal of SEO. These days, landing the featured snippet (or “position zero”) is even more important. 

The featured snippet is a segment of text, usually no longer than a couple of visual lines, that is displayed in a separate box at the top of Google’s organic results. To land a coveted featured snippet position, try these helpful tactics:

• Answer the searcher’s question directly (less than 75 words).

• Place the answer at the very start of the article.

• Ask the searcher’s question in the body text and one subheading.

• Elaborate on your answer using the rest of the article.

• Cite authoritative sources when backing up your claims.

Shoppable Social Posts

Although shoppable posts are still new to Instagram, they’ve already proven to be highly effective for generating conversions. The latest data from Instagram states that 130 million users tap on shoppable ads every month. If you’re in the e-commerce biz, you’d be remiss not to capitalize on running shoppable ads, given how they allow for a nearly seamless purchasing experience.

Optimize For Voice Search 

A recent Search Engine Watch survey found that 27% of global internet users utilize voice search on mobile devices. As more households adopt IoT technologies like smart speakers and personal assistants, we should expect this figure to rise in the years ahead. 

Voice-activated SEO and regular SEO don’t offer the same results. To optimize for voice-activated SEO, focus on ranking for long-tail keywords (less than four words in length), utilize FAQ sections, and make sure you’re practicing proper on-page SEO optimization for mobile devices.

SEO And Earned Media Are Better Than PPC

In 2019, a quarter of internet users had an ad blocker installed on their web browser. In 2021, this figure is expected to rise by at least 3.3%. Although this represents a somewhat modest gain, the fact remains that ad-blocker usage is on the rise. 

Therefore, forward-looking marketers and business owners should consider redirecting some of their resources away from their PPC strategy and put them toward SEO campaigns. Although PPC isn’t going anywhere, fewer and fewer internet users will be able to see your ads in the years ahead, so it’s better that you invest in organic digital marketing channels instead.

Inclusive And Equitable Marketing

This one is a bit of an outlier from the rest. Whereas 2020 was a year of social upheaval, I think that 2021 will bring about systemic changes for the better. Over the past year, marginalized social groups have called for more representation and inclusion, and this year we should do what we can to accommodate their needs. 

Politics aside, identity is more important now than in years past. People care deeply about having their identity acknowledged and represented. Marketers and business owners would be wise to include specific content and ads that appeal to ethnic or racial minorities, women, and LGBTQ+ communities. 

Build A Future-Proof Marketing Strategy In 2021

Few industries transform as quickly as digital marketing. What was popular only a few years ago now seems antiquated (remember when autoplay videos were the standard?). That’s why, as a marketer, you have to always be looking ahead. And it’s why you can’t afford to ignore these emerging digital marketing channels over the next 12 months.

Voice SEO, intelligent chatbots and one-click shoppable ads are in for 2021. Additionally, 42% of ethnic minority shoppers say they’d switch to a retailer that’s committed to diversity and inclusion. And when it comes to SEO, featured snippets get by far the highest click-through rates (26% click-through rate on average).

In 2021, I’m revamping my digital marketing strategy to reflect these emerging trends — and if you don’t, just remember that your competitors might.YEC

Young Entrepreneur Council (YEC) is an invitation-only, fee-based organization comprised of the world’s most successful entrepreneurs 45 and younger.