The B2B marketer’s guide to capturing imagination quickly

| July 15, 2020

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Personalization has come a long way in the past two decades — from the early days of including your recipient’s name in mass email copy, to creating personalized proposals, tailoring content and segmenting audiences. Twenty years ago, these small pockets of personalization were seen as revolutionary for B2B marketers, who typically fall 3-5 years behind the consumer marketing world. Today, for world-class B2B marketers, it’s no longer enough. Seamless, dynamic, real-time personalization is vital. And, it needs to start at the beginning of the buyer journey — from the moment they land on your website.

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Business Impact Group

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OTHER ARTICLES

COVID-19 Has Altered Paid Search: How Marketers Can Adjust Strategies

Article | August 5, 2020

When COVID-19 began spreading across the U.S., marketers scrambled to figure out how to respond. Sudden work-from-home mandates, cancelled business trips, postponed conferences and frozen budgets threw a wrench into usual expectations and plans. Users’ needs and online behaviors have changed in tandem, forcing marketers to meet them on their new terms. Search is more important than ever now because people are spending almost all of their time at home and online, consuming media, researching, browsing and shopping.

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Amazon Releases Enhancements to Sponsored Display Ad Offering

Article | August 5, 2020

Last week, Amazon released several advancements to its Sponsored Display ad offering, which has been in beta since September 2019. With these advancements to the Sponsored Display capabilities, Amazon expands the ability of sellers and brands to take advantage of Amazon’s expansive audience pool. This equally gives more control to brands and sellers to drive traffic not just at the keyword level, but also at the audience level.

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MARKETING STRATEGY

Intelligent proliferation: Using AI effectively

Article | August 5, 2020

AI is everywhere. In ecommerce and digital marketing in particular, it’s likely you’re using AI to support your activities, whether you’re aware of it or not. In most cases, AI supported practices are a great benefit to the business. They enable improved efficiency, a reduced administrative burden and help create more effective campaigns and services. But Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, believes businesses could be getting more out of their use of AI. In this piece, he explains how businesses can use intelligent proliferation to their advantage and really stand out from the crowd. Today, just about every business that has some online activity benefits from AI. Whether that’s how they appear in search engines or their social media reach, for example, AI is practically everywhere. Generally, it works in the background and requires little input from the business, while offering some valuable internal benefits, including greater efficiency, fewer administrative tasks and more successful campaigns and services. But with it increasingly being integrated into just about every digital tool, it’s no longer the case that AI can be used as a differentiator or a way to stand out from the competition. However, that’s not to say it can’t be. In order to really reap the rewards of AI and place your business leaps and bounds ahead of the crowd, it’s time to start taking a more proactive approach. Now, this might sound counterintuitive. After all, AI is supposed to relieve some of the effort and input required from you. And while that isn’t entirely wrong, no matter how much technology advances, we are all still human. And humans require some element of emotional connection with brands in order for them to create successful engagement and interactions. Ultimately, businesses need to find the perfect balance between artificial and emotional intelligence. Activities and decisions should be supported by both technology to make life easier, and human judgement, in order for output to be received well by customers. And this has never been more important than in the current market. The multichannel model Online business is thriving. The number of digitally transformed companies, online sales, ecommerce channels and engagement platforms are increasing. And businesses and consumers are adapting. The pandemic has encouraged more to embrace the shift. But as physical retail and face to face business opens back up, the multichannel model will no doubt become the new normal. However, as well as increasing workloads for management, challenges will also exist in creating cohesive and high-quality customer experiences. But AI integration does offer a remedy. For instance, commerce solutions provide retailers with a single, centralised platform on which they can combine activity across all sales and logistics channels, both digital and offline. Data from all areas of the business, including supply chain, sales channels and end user experience is then available in one place. This rich data is often much more valuable due to its quality and quantity, and by leveraging AI’s ability to analyse such data, you can turn it into invaluable business insight. When translated into digestible reports, such as trends and benchmarks, you can really optimise both the business’s potential and your customers’ experiences. This takes a lot of the guess work out of the equation, ensuring the output is just as high quality as the input, and providing an informed basis in order to justify decisions. But, your business is yours for a reason. It’s likely you have knowledge, expertise and experience in your industry, things that AI can’t, and shouldn’t, replace. Put simply, if you don’t maintain your core data, such as product attributes and tracking information, in a timely and accurate manner, then you can’t expect AI to make sense of your mess. Artificial vs emotional intelligence Although data driven trends and patterns are important when making business decisions, consumers cannot be simplified to a mere statistic. Rather, their emotions and intrinsic behaviours are better understood by humans. Therefore, business owners and employees play a vital role in interpreting such data and trends, applying their sense and experiences to really comprehend what their customers want and why. And then using this to make better business decisions. It comes down to striking a balance between the benefits offered by AI and our own emotional judgements. This way, we can create more personal and positive brand experiences that encourage engagement. For instance, over recent months this might have involved digital marketing campaigns that are sensitive to the current global situation, yet delivered at a time and place the data has shown you your customers will receive it. Or, perhaps a chatbot service that utilises AI to collect basic information from a user, then passes them onto a real customer service representative who can help resolve the issue in a more friendly and sensitive manner. While the business benefits from greater efficiency, wasting fewer human resources in the initial stages of the interaction, the customer still gets the personable service they so often need and prefer. But AI is advancing at an incredible rate. It might not be long before the technology begins to understand more complex human behaviours through verbal or written cues for example, and it will be time to readjust our practices again. However, until then, human judgement remains pivotal, even in an increasingly digital world.

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Advertising vs organic interaction: influencers are having to address their content

Article | August 5, 2020

For many years now, social media influencers and online content creators have been somewhat forced to disclose whether the posts they are sharing are in fact a paid-for advertorial or not. Just as we see on television and in magazines, it is clear what is an ad, and what is not – so why should things be different across social media? In today’s world, many would say that social media influencers and the content they share is much more impactful than that of more traditional forms, and so the need to honestly disclose ads becomes even more important. Which is where the Advertising Standards Authority, also known as the ASA, comes into play. The ASA is the UK’s advertising regulator, ensuring that ads across UK media stick to the rules put in place. From influencer marketing, to print and broadcast, the ASA monitor it all and everything in between. And Amelia Neate, senior manager of Midlands-based influencer marketing agency Influencer Matchmaker uncovers why the enforcement of such disclosure is now important as a new era of ‘genuinfluencer’ has arrived. With the arrival and accessibility of platforms like TikTok and the expansion of content creation from the everyday social media user, there has been a collective shift for generation Z in particular, who have become bored with the celebrity show boater and are more focused on the authenticity and human behind the screen. Cultural conversations via influencers have caused movements such a Black Lives Mater, MeToo and even more recently the #FreeBritney campaign that set out to understand and remove the conservatorship that Britney Spears was under post her mental health struggle in 2008. While other media platforms like LadBible and ArchBishopofBanterbury have prided themselves on redefining entertainment – often taking ordinary people with relatable circumstances and making them part of the conversation. Like the above outlets, while they are able to monetise with paid for advertisement ahead of videos, it is imperative that the authenticity still comes across in their storytelling and therefore content from real people, addressing real life situations is imperative to the success of the viewership. Whilst many popular influencers take pride in appropriately labelling their paid for content, the ASA recently threatened to name and shame influencers failing to stick to the guidelines. These days, the GenZ demographic are more sustainable, more ethical and more educated. They want full transparency from brands and from social media, with recent research stating that 82% of followers agreed the importance of influencers disclosing their personal use history with the product they are promoting. But with ASA guidelines being regularly updated, some influencers have struggled to keep up. And, with it not just being a paid-for advertorial or post that needs to be disclosed influencers must consider how the rules can vary dependant on a typical sponsored post vs integrated videos on YouTube, affiliate links, PR products and press discounts. Previously, when the industry was in its infancy, brands would send out products to their favourite influencers in the hopes that they would be authentically mentioned on their platforms. Whilst this is still the case, such products must be disclosed as ‘PR product’. To some, this may seem slightly overboard, however in this industry, influencers must be conscious to make their audiences aware of what might qualify as a means of payment in order for the consumer to make an educated decision about the purchase of a product based on that influencers testimonial of a brand. If this is backed by a true and genuine story that equally connects their recommendation, then it will clearly better connect with its audience. For example, health and fitness influencer Carly Rowena made her mark on the industry because of her love for fitness and nutrition. And, after many years of being recognised for her easy-to-follow workout videos, Instagram posts and blog posts, Carly has teamed up with Halo Fitness to create her very own range of activewear. Because of her genuine love and passion for finding the perfect workout gear for many years, it seemed a natural and obvious choice for Carly to launch such a collection. In the next year, 63% of marketers intend to increase their influencer marketing budget. Instagram is also extending its shopping features, testing its Shop tab, which will allow users to click and view extra product details quicker. The introduction of these features will certainly be the becoming of new sponsored ad additions for the ASA guidelines and with more consumers demanding such transparency influencers must keep ahead of the curve when it comes to genuine and purposeful content in order to reach a profit.

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Spotlight

Business Impact Group

We strive every day to create, design and provide the very best products and business systems for your brand and your business. We serve our clients with creativity and integrity and we believe hard work will earn us the privilege to be your partner.

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