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Marketing 101: What to do With Original Research

As the varied and wide expanses of worldwide marketing have shown, no two strategies are alike. Each strategy will have to cater to different project needs, and knowing which strategy will work best for you is the starting point in any successful endeavor.

One of the most difficult hurdles to overcome in marketing is the mass amount of effort needed to create an end product worthy of beneficial responses.

In all things, there are those who thrive and those who dwindle; with the latter coming in at an astounding 65%. It’s natural for one to start asking why. 

What is it exactly that “successful” marketers are doing that the less experienced ones aren’t? 

Original Data in the World of Marketing 

What sets successful marketers apart is that a vast majority of them have admitted to using original data wherever possible.  

The real question is: how do they do that, and how can you do it too?

If you find that you are one of the unfortunate marketing minds struggling down an unnecessarily rocky path, the good news is that you’ve started asking the right questions. Better yet, with a few tips and tricks you could completely change your marketing approach for the better.

So let’s get to it.

Game Changing Things Marketers do to Improve Their Approach 

Applying a Focused Effort 

A leading component to successful marketing can be summed up in one word: focus. This means finding original content and uplifting sales. 

While working within a budget, we tend to want our resources to do a lot of things while sticking to a basic costing structure.

In most cases this can, and often does, lead to a cluttered and potentially ‘copied’ end product. It costs less to build on an already established idea, after all.

However, this is where pack leaders and successful marketers tend to break away from the norm – they do not limit themselves by using pirated ideas, and they definitely do not try and cram a potentially successful idea into an unrealistic budget. 

What makes these successful marketers shine is that they understand that the end result should never be a reflection of what you could afford, but rather present an uplifting goal or achievement that benefits your company and any potential clients simultaneously. 

So, wanting to do your content and business justice comes down to how you focus your ideas:

  • Always start by defining your marketing goals: immediate, short term and long term.
  • With these marketing goals in mind, start asking the questions that really matter. Look at your marketing ideas with a narrow perspective and cut to the simple truths of your chosen path.
  • Find the originality in each point, instead of relying on well-used ideas to define your outcome.
  • Create realistic cost parameters that are not so small that they affect your implementation, but not so large that you cannot afford them.

Getting Your Concepts out to the Public  

Marketing can be seen as the art of give and take. When done correctly, it’s a gift of solutions a business provides to the public. The take is what they get back for their efforts. 

In order to get your content properly noticed, you need to go to the people – you need to find your readers and transform your ideas into action.

There are numerous ways in which a wider content coverage can be achieved – including media mentions and backlinks. When it comes to the application, each method can provide a different type of success when used right, and while some may work better than others; a defining step leading marketers take is choosing the right method for their end goal.

  • Upon reflection, one of the most popular forms of marketing outreach is achieved through medias mention, which can include blogging, social shares and general public recognition.  
  • Statistics have shown that as much as 69% of successful marketers create partnerships with other leading web organisations; and this usually consists of social media platforms. By doing this they are able to get their marketing content out to more people and make the potential for backlinks possible.
  • Mainstream marketers make use of both outbound (advertising) and inbound (content marketing) techniques to generate hype for their content, but, any established professional will advise that finding the balance between the two can either make or break your approach. 

Using Effective Survey Technologies  

Another highly effective technique that separates successful marketers from their less-successful peers is the ability to write survey questionnaires that provide an elevated level of interest and storytelling.

While producing surveys and generating questions may seem fairly straight forward, there is actually a proven science that goes into creating a successful survey:  

  • Successful professionals take the time to establish how they want their audience to think differently as a result of their content and what it provides.  
  • They define the story they want their marketing to tell, and gear the related questions in a complementary way, e.g. including life goals for younger respondents.
  • They use respondent disqualification technology to maximise their selection process, e.g. age, sex and race. This helps ensure the surveys are being completed by the precise group of people needed at any given time.
  • They use survey logic technology when needing a survey to perform optimally. This allows a survey to ask the right questions in relation to the feedback the respondents provide, thereby avoiding incomplete surveys due to lack of knowledge or interest.

Degrees of Demographics

A great upselling trick used by industry professionals is including the ebb and flow of public consumption and patterns aka demographics. There is always some form of peer pressure prevalent in our day to day lives, and established marketers not only understand this, but find ways to use it to their benefit.

Obtaining a successful marketing impact can easily be achieved by using demographics, whether concentrating age groups, branding and public consumption or business details like company sizes, industry inf
luence or notewort
hy accomplishments. 

  • Researching demographics is not only beneficial, but crucial when wanting your work to seem credible. 
  • Successful marketers often use statistical data relating to popularity, populations and group trends in the form of “comparison” – e.g. using data in men vs woman scenarios, or saving percentages in one service vs another. This often lends them an edge over their competition purely because they are “In the know” and able to work that knowledge to their best advantage. 
  • Highlighting the attitudes and habits of different generations can also work in one’s favour; especially when targeting younger respondents. The better it makes them look, or the more impressive it seems the more they will want it. Look at celebrity presences in marketing – This is why they do it! knowing your targeted audience and customizing your efforts accordingly by applying relevant incentive could greatly benefit your end goal.     
  • Another one of the most successful benefits of demographics is that they can be very dependable and recurring, generally the public is very prone to patterns and overtime come to expect certain things. A great example of this is summer or winter sales, as the seasons change people start to expect certain types of marketing, offers and sales. Tapping into this is a great way to boost your revenue.   

Creating Original Content is what Success is all About!

An important aspect and probably the most defining difference between those who succeed and those who don’t is the ability to not only create quality content and a healthy outreach but use the momentum gained to generate future directions and accomplishments based on the feedback given by clients. 

Getting your company on the map might be the first step of marketing, but as so many successful professionals have learnt; it’s the ability to not only make today a success but also convert that proactivity towards the days to come; through adapted content creation.

So go ahead and make your mark, keep these tips in mind and soon you’ll be in successful category too! 

Don't Be Bland With Your Lead Nurturing Strategy

Much like a good dining experience has an enticing appetizer, embracing entree, and attention-grabbing dessert, a company’s lead attraction and nurturing processes should be cleverly organized into a three-part, customer-clinching powerhouse.

It’s your responsibility to ensure that you’re serving up the kind of content that keeps the buyer interested and engaged at every step. You’ve got to put in a little extra effort to make your audience feel wanted and valuable.

It might come as somewhat of a shock to know that at least half of your qualified leads are nowhere near ready to make a purchase when they first convert. Another little secret: they’re not going to budge if you stick to outdated selling strategies. Frequent sales calls are out of the question. Your aim isn’t to become a pest but rather a trusted source of valuable content.

This is your chance to serve up some piping hot ToFu, MoFu & BoFu content. If you’re not sure what that is, stick around and you’ll find out.

Whet Their Appetites with ToFu
(Top of the Funnel)

At the top of your sales funnel, your main aim is to attract as many potential leads as possible. Your audience is much larger at this point,  so you’re casting a fairly wide net. Your main aim at this stage is to attract traffic without filtering or discouraging conversions from the “wrong” types of leads.

ToFu content is captivating and educational. You need to address a specific need, question, or pain point without sounding sales-y. Consider your blog as the best platform for ToFu content; you’re providing value without necessarily asking for anything back.

This content can contain calls-to-action that lead prospects to conversion opportunities. Only then do you ask your audience to exchange their email addresses (or other contact information) for even more valuable content. ToFu content, in the form of short blog posts, should contain a few snippets of valuable information, which are intended to lead the audience to something more substantial like an eBook or whitepaper.

Fill ‘Em Up With MoFu
(Middle of the Funnel)

Once you’ve managed to convert a lead from the ToFu content stage, they’ll be expecting something stellar in the MoFu stage. You’ve tantalised them with a tidbit they’ve found interesting or helpful in some way; now they’ll be ready for something more substantial.

You’re going to need to work on content that continues to educate or solve a particular problem but with a slight sales angle. This is the point at which you’ll begin to position your company as the most logical, useful, and helpful solution to the lead’s challenges.

Take some time to develop whitepapers, case studies, eBooks, or even videos. The challenge here is ensuring that you produce top quality content. If your internal team isn’t necessarily up to the job, consider bringing in professional help. Remember, you’re trying to build credibility, so you need to put your absolute best foot forward.

Seal the Deal With BoFu
(Bottom of the Funnel)

Once you’ve warmed up your leads with amazing MoFu content, you’ll progress to the most crucial stage. Your aim is to go in for the sale, which means you need to keep your leads feeling well cared-for.

In many cases, the BoFu stage is a simple one-on-one encounter, whether it be in person or over the phone. Think of this as the after-dinner coffee ritual, for leads who are full-up and don’t need any more content to convince them of your worth.

In other cases, you’ll need to curate a teensy bit of BoFu content in the form of a free assessment, trial, or discount code. It’s the small yet rich dessert that they can’t help but want to add to their menu.

Automation is Key
(Work Smart)

The concept of lead nurturing through the 3-course meal approach sounds fairly simple. It is, however, important to realise that your lead nurturing strategy does require a certain amount of planning and effort.

If you put in the time needed to develop your strategy, curate stellar content, and evaluate converted leads at each stage of the sales funnel, you’ll be pleasantly surprised by the pay off. Excelling at lead nurturing will help you generate 50% more sales ready leads. Furthermore, those leads are likely to make 47% larger purchases.

Because the process is so time-consuming, it’s completely illogical to manage everything manually. You wouldn’t have time to do anything else! Marketing software is an absolute necessity. You’ll notice a marked ROI on this particular investment. In fact, companies that automate their lead management processes notice a minimum 10% increase in revenue within half a year.

Automation doesn’t mean you’ll sacrifice that all-important personal touch. You’ll still be able to send out emails with customised greetings and subject lines. In fact, you can even create them long before a lead converts. These mails can be triggered based on a particular conversion and scheduled at your chosen frequency as well.

With clever automations in place, you’ll have more time available to create content that keeps visitors coming back for more. Additionally, your sales team will have continuous access to marketing qualified leads and sales qualified leads, making their jobs that much easier.

lead nurturing tips

eBooks: Why You Need Them as Part of Your Content Marketing Efforts

By creating and distributing valuable, relevant, and consistent content, marketers aim to attract and acquire a clearly defined audience. The major goal is to convert this traffic into profitable customer action.

Of course, the keyword here is “valuable”. It’s what distinguishes content marketing from other forms of advertising. Instead of simply pitching products or services, it becomes necessary to provide truly reliable, relevant, and useful content to potential and current customers, helping them solve their problems or answer their own questions.

ebooks content marketing

The best way to tell if a piece of content is worth using in a content marketing campaign, is to establish whether people actively seek it out. If people want to consume it rather than avoid it, it’s worth your while.

A strong content marketing strategy includes a variety of content types. As individual pieces begin to take shape, there are some specific items to keep in mind: blog posts, ebooks, cheat sheets, workbooks and templates, whitepapers and reports, infographics, slide decks, video, etc.

Why content marketing

According to Pagefair.com, over 200 million people now use ad blockers. Conventional marketing tactics are becoming less effective. “Good” content is impervious to ad-blocking software and actually happens to be something that consumers want to interact with. Content marketing is therefore more effective and welcome on a foundational level.

There is the assumption that content marketing is an expensive alternative to the traditional marketing model. This, however, is inaccurate. Content marketing is highly effective and easy to begin. It is popular with consumers and can therefore drastically reduce the amount of money that would otherwise be spent on advertising that has a potentially lower success rate.

Roughly 88% of today’s B2B marketers use content marketing as that foundation of their marketing strategy. The sustainable value of content marketing means that brands are able to easily connect with their customers, as the lines of communication are a little more open. With conversion rates that are six times higher than those associated with traditional marketing efforts, it is hardly surprising that content marketing is growing in popularity.

Ebooks in Content Marketing

According to Jesse Noyes, senior director of content marketing for Kapost, “Fat content will become the focus of marketers everywhere.” The term ‘fat content’ extends to include whitepapers, infographics, ebooks, and videos – all of which can be used in a clever content marketing strategy.

In a content marketing plan, eBooks are best used by businesses that need to communicate complex information in a way that is both interesting and accessible. The term “infotaining” is often used to describe these eBooks, which should be filled with practical, useful, and possibly inspiring content that aligns with the business’ brand.

eBooks present the perfect balance between education and entertainment. Visually, an eBook is more appealing than a whitepaper yet it is more serious than an infographic. Essentially, eBooks cover several bases whereas other forms of content tend to be a little more one-dimensional. According to PricewaterhouseCooper LLpP, eBook sales are expected to grow from $2.31 billion in 2011 to $8.69 billion in 2018. This proves that they are somewhat of a “hot” commodity.

eBooks are being referred to as “fat” content, anything that can be broken up into smaller pieces and used in multi-channel campaigning. Ultimately, flexibility is what makes this type of marketing tool so popular. At least 39% of B2B marketers are using eBooks as a part of their strategy, whereas “thin” online content is slowly edging its way out of the limelight.

Benefits of eBooks

There are several benefits to using eBooks as a part of a business’ marketing strategy, some of which will be highlighted below.

Generate leads

What sets eBooks apart from other marketing tools is the fact that they seem to be more informative than a regular part of an advertising tactic. To the consumer, they exist in order to provide entertainment or expertise. After all, the best source of knowledge is an industry expert who can offer insight into solving the “real-life” problems of customers.

In an age where transparency is key, marketers will find that potential customers shy away from anything they perceive to be a “hard sell”. EBooks enable marketers to control the content they send out. The content becomes more inviting to consumers, drawing their attention in such a way that they feel as though they made a conscious choice to pursue a particular service rather than feeling as though they’ve been harassed into making a purchase.

Ebooks have the following technological advantages in lead generation:

  • The electronic medium provides a convenient method for an immediate call-to-action – a click!

  • eBooks containing links allow businesses to track their success through quantifiable measurements.

  • Rather than provide a static product, companies can add links to a variety of additional media (video, audio, or graphics) adding visual appeal.

  • An eBook is fast and easy to produce while still looking great and providing a professional appearance to a business’ content strategy.

Build a Brand

When used properly, an eBook will cause potential customers to link the content to a particular business’ existing brand. For this reason, marketers need to find a way to ensure that they maximise the eBook’s ability to enhance the company’s image.

Connecting an eBook to a specific brand can be done in the following ways:

  • Complement the existing brand by using the appropriate logos, fonts, and colour schemes on the eBook cover.

  • Present a professional image by ensuring that the format, writing, and editing are publication-ready.

  • When making your eBook publication-ready, marketers should execute each step with precision – especially in terms of the conversion of media.

Offers Valuable Knowledge to your Target Audience

When creating eBook content, authors should focus on topics that they have expertise in. Consumers are able to sense when content has been penned by an author who is floundering in unfamiliar territory. Furthermore, the eBook should not be about the product or service offered by the company in question.

While the eBook content may not be intended to sell, it will still have a positive impact on the decision-making of its audience.  The key here is to ensure that there is a call-to-action at the end of the eBook which links to the pertinent areas of the company’s website. This subtle method of selling helps readers make a decision without feeling they are under inordinate amounts of pressure.

Of course, the topic of the eBook should still be industry relevant – something that will attract the attention of the appropriate audience and teach them something that will assist them in making the “correct” purchasing decision. Ebooks are often used to set a particular company up as a trusted source of information or an industry leader on a particul

10 Best Practices for Creating eBooks

Below are the top ten best practices for creating quality, effective eBooks:

  • Covers should be compelling with short, provocative titles.

  • EBooks should be easy to find, share and act on.

  • Anticipate varying screen sizes for eBook consumption and make graphics and text readable across the board.

  • Lists, tips, and best practices with examples are the most compelling eBook content formats.

  • Include links within the eBook to blog posts, videos, and articles from the business itself and from 3rd party resources.

  • Focus on content that is easily shareable on social media.

  • Promote portions of the eBook through blog posts and social networks.

  • Co-create eBooks with industry thought leaders to create a built-in incentive for them to help promote.

  • Use a clear and relevant call to action according to the eBook purpose.

  • Provide PDF and embeddable versions of the eBook.

Creative Lead Generation Approaches for the 21st Century Salesperson

Say what you like about sales, no matter how you look at it, the entire lead generation process is a tough gig. It’s even more of a challenge when you’re forced to rely on traditional approaches. When your days are filled with sending cold emails and painstakingly scraping together lists, it’s hard not to feel despondent and demoralized.

The fact of the matter is that when you’re going through the cold calling and cold email process, most of these people don’t really want to talk to you. Sales can be somewhat of a lonely road if you’re sticking to the old school script.

It’s important to switch up your tactics and take a more modern approach. If you don’t, you’ll fall behind. It’s time to reach your lead generation goals while adding value for your prospects. It’s time to network and build relationships instead of focusing on the hard sell.

creative lead generation techniques

1) Take Advice From the Pros

It’s always smart to collect success secrets from thought leaders. It’s even smarter to share these tidbits with your prospects. One of the best ways to provide unparalleled value in your content it to reach out to an expert in your industry and ask for an interview. It doesn’t have to be a long and complex process. A few choice words are all you need. Pass this information on to your customers and over time it’ll become clear that you’re committed to delivering the best possible advice to your entire network.

2) Use Google Scraping Tools

GoPinLeads is a Chrome Extension that scrapes data from Google Maps, LinkedIn, and other credible online sources, and delivers a comprehensive database to your email inbox within minutes. It’ll show you the businesses you’re looking for, who works there, what their details are, and their address. With just a click of a button you’ll have access to all the information you need to target the right kind of prospects – people who might actually want to talk about your services or products.

3) Be Helpful Via Video

We exist in a time where people want handy information at their fingertips. The less effort involved for them, the better. Very few people want to sift through lengthy FAQs or articles to find solutions to their problems. By creating help videos, you can take a step towards becoming an industry authority and solve real-world problems for prospects in a way that’s completely accessible and easily understandable.

4) Harness the SEO-centric Power of Client Reviews

Here’s a fun fact: review platforms have a strong presence in organic search results. So, while you’re building up your own SEO foundations, you can use these review platforms as a way to extend the reach of your brand presence and get noticed by the right target audience. Use your social channels (or email) to get your customers to leave reviews on these platforms. Without paying even the smallest amount of cash, you’ll exponentially increase your chances of being found by the right prospects.

5) Share Your Success

You want prospects to know that you’re good at what you do. The best way to get that message across is to highlight your successes. Write a transparent blog or social media post that sheds light on something you’ve done well in. You’ll be offering value both to potential clients and to other companies going through similar growth phases as your own. Be the kind of company that offers inspiration and transparency; it’s the best way to build trust.

6) Create Useful Resources (Like Worksheets or Spreadsheets)

Every business has tasks that can be simplified. Worksheets are a great way to take the common processes and break them down into something more accessible. If, for example, you need to review the content and design of a website (yours or a client’s) it’s possible to create a worksheet that gathers all the necessary answers in order to make the entire process much easier.

Similarly, creating spreadsheets of resources can take a good long while. The process isn’t everyone’s cup of tea. Creating these for prospects and trading them for an opt-in is a good way to communicate value whilst getting something in return.

PR that actually works: FOUNDER-LED PR

As business people, we find ourselves navigating a somewhat unfamiliar landscape of disruption. The rise of digital media and social networks has us all clamouring for new (and better) ways to turn ideas into successes. In this new age, PR is crucial not only to your start-up but to your professional image as well.

In my information scouting ventures I found a great video published by Stanford Online, in which Sharon Pope, Head of Programs and Marketing at YC Continuity, gives a great walkthrough on how to think about PR and work with the press. (You’ll find the video on Youtube)

We all know how important PR is. We also know that PR and product innovation go hand in hand. While it’s entirely possible to drum up media hype and score some interviews in prominent magazines and on popular websites, this content isn’t going to guarantee your eventual success if your product isn’t “amazing” enough to warrant that kind of hype. Having faith in your product is the first step in a powerful PR program.

Start-up founders are quick to search for outside services, and PR is no different. Founder-led PR, however, is a better way for start-ups to create a PR program that packs the right amount of punch. While it’s true that PR firms know their way around what’s relevant in the news, as a founder, you have something the media wants: the real inside scoop. Reporters want to hear from founders; this is the end-spokesperson for them. Establish a direct line with reporters and you’ll find them coming to you further down the line when they need a subject matter expert in your domain. It’s a mutually beneficial relationship. They can be your voice in the media and you can be their fountain of niche information when they need it.

Hiring an outside PR firm can deprive you of the process of defining your own business and simplifying your message. This is the foundation of your brand identity, and tackling the process internally will be invaluable in every aspect of running your business. Building up an internal PR team that knows your message is a more effective and affordable way to connect with the media. You could pay tens of thousands of dollars in monthly retainers to outside PR firms before getting a single story out there; which isn’t necessarily the best use of start-up funds.

Here are 5 simple steps you can focus on to make your founder-led PR program a success:

1. Develop Your Company Identity

– What do you do?

– Who is your ideal customer?

– What primary problem are you solving for your customer?

– What is your KPI? How is it growing?

– Do you know who your competitors are?

– What makes your product better than that of your competitor(s)?

– What are your plans for the next year?

– What made you uniquely qualified to start your company?

2. Define Your Business Goals and Discover Your Audience

–  Do you want to finance growth?

– Do you want to recruit the best talent?

– Do you want to land strategic partnerships to foster growth?

– Do you want to drive product trials?

– Do you want to secure a research grant?

– Is your audience investors, potential customers, or potential partners?

– How does your priority audience get their news?

3. Discover Where You Want Your News to Be Read

– Which top 5 reporters write articles that gel well with your image?

– What stories do your top 5 reporters write?

– What angle pushed these reporters to write?

– What angle are you looking for?

– Can you find a connection to them? Is there a way for you to get an introduction through someone?

4. Know What to Say and Where to Say It

– Do you want to share news about your product launches, fundraising, metrics, big hiring announcements, or stunts?

– Do you want to share insights on non-company related news such as politics, new market innovations, contextualizing other company announcements, or general entertainment?

– Do you have a way to contact reporters to pitch your ideas?

– Do you have a blog for reporters to click through for reference (don’t add email attachments)

– Do you want to give a particular reporter an exclusive scoop for their eyes only?

– Are you taking an embargo approach and contacting several reporters with a pre-brief?

5. Be a Valuable Source of Information

– Are you keeping an eye on Google Alerts and RSS Feeds for news?

– Are you watching HARO (Help a Reporter Out) for potential news stories?

– Are you searching Twitter for #journorequests and #PRrequests?

– Are you participating by sharing your opinion on articles that interest you?

– Are you giving your real thoughts instead of shameless self-promotion?

– Are you participating in Q&A sessions on Quora and Reddit?

– Are you creating your own content on platforms like Medium or your own blog?

Developing your own PR strategy is an important part of establishing your brand. When you break them down, these 5 steps are completely achievable. It’s all about taking the right steps and being thorough in your approach.

15 free online tools for marketing and sales professionals

Our 15 top recommendations for anyone within sales and marketing to improve their productivity and improve customer acquisition. 

1. aytm.com   Conduct Primary Surveys with a panel of 25m people
 2. profound.com  Purchase research by chapters from 200 research publishers
 3. companycheck.co.uk   Check who is the director and address of a UK company
 4. spyfu.com     Find competitor’s SEO / PPC strategy
 5. semrush.com   Keyword analysis of competitors website using Google Adwords
 6. www.domaintools.com  See who owns the website
 7. BuiltWith.com     What technical tools the website is built using
 8. rapportive.com    Verify emails right into your gmail
 9. voilanorbert.com    Find anyone’s email addresses
 10. freeconferencecall.com   Free global conference call facility
 11. answeramerica.com   Inexpensive phone answering service
 12. ninjaoutreach.com    Find influencers in your industry
 13. onalytica.com     Find influencers for the article you have written
 14. numbeo.com     Compare eco-social conditions between 2 cities
 15. copyscape.com    Review where is the content copied from

Big Data in Event Marketing: 2016's Biggest Trend

Big Data has been described as being “the accumulation, storage and manipulation” of very large data sets, and has been a steadily growing trend in the event marketing industry in 2016.
Jan Sysmans, DoubleDutch’s Head of International Marketing, believes that the use of big data will replace the industry’s reliance on anecdotal evidence alone. Marketer’s decision-making changed completely when web marketing, email, and digital advertisements became commonplace. Another change is due with the digitization of the event marketing industry, granting marketers access to a wealth of deep data resources.

Sysmans also believes that laptop usage will decline in favour of mobile devices, paper handouts will be increasingly phased out by digital content, and an increase in useful data being collected through techniques such as polling, sentiment analysis, and “real time lead and contact scanning”. Additionally, attendees have shown an interest in actively participating in events, allowing them to mould the event to their liking. Liz King, the Chief Event Specialist of Liz King Events also predicts a big focus on data collection as planners gain experience and skill with accessing and successfully channelling big data. “I’m excited to see how planners will embrace big data and all the changes we’ll see at our events because of it.”

Zeta Interactive CEO, David Steinberg believes that big data’s event evolution throughout 2016 and the years to come will include five main areas of improvement. The first of these is the unification of databases into one highly efficient, user friendly combination of transactional and predictive data. He believes that the next logical step will be the need for real-time data streaming from an array of devices, along with a method of harnessing and actioning them in real time to streamline the process and deliver an exceptional experience for attendees. Steinberg also predicts the rapid adoption of increasingly available and accessible machine learning tools, many of which are already gaining momentum. He also believes in the increased popularity and advantages associated with the Internet of Things (IoT), as well as the re emergence of meta- and master-data with the aim of improving usability and security.

Experts and industry insiders tend to agree that 2016 is a big year for the adoption of big data technologies and techniques, which will revolutionise the event marketing industry and lead to even more impressive, popular events.

Keeping Up with the Evolution of Marketing

Marketing is constantly evolving, always growing to include new ideas, new combinations of tactics, and new insight into current practises. At the moment, marketing is heavily focused on social media channels to an unhealthy degree. Forbes.com’s Daniel Newman recently wrote that, “Social media is one platform of many, a tactic that does a great job of supporting broad campaigns but flounders by itself.” It’s important for marketers to realise that there is more to a holistic strategy than simply excellent social media figures. Social media should exist as a supplementary, supportive entity, rounding the end-user experience to be more palatable and accessible.
Unfortunately many highly effective, more ‘traditional’ tactics often fall by the wayside. One such example is the careful creation of owned emailing lists – which can be curated to be of specific interest to each of your user groups. There are many advanced tools online that allow your clients to do the work for you, allowing them to toggle their areas of interest for themselves, giving them full control over the types of information they receive. In an article for Fourthsource.com, Warren Duff emphasised the importance of email tailoring; “If you’re going to deliver your marketing messages via email, do it right: this means displaying subscribe fields prominently and providing easy access to an email preferences centre.”

Content marketing is another often overlooked aspect that should be part of a comprehensive strategy.  Brianne Carlon, Rush of the Business2Community, wrote that every content marketing strategy needs to include interactive, bite-sized, personalized content – a trifecta that makes up the foundations of modern content marketing. Getting this combination right is tricky, “but if you can master the creation of quality content that stands out from the rest, operates seamlessly on mobile and offers a personalized experience, you will not just survive 2016; you’ll thrive.”

Keeping in line with the trend of deeper engagement and tailored experience, is the reemergence of relationship marketing into a prominent position in the makeup of any rounded marketing strategy. Clients want to feel valued, a stipulation that has the power to dictate long term customer loyalty, or utterly destroy a company’s reputation if ignored. There needs to be a large degree of accountability, reliability, and supportiveness in the business-client relationship. The key to making it all work is neatly summed up by PCMag.com’s Brent Johnson, “At the core of relationship marketing is a focus on working together—you and your customer—to jointly accomplish your goals.”

Advantages of Writing White Papers for B2B companies

For those who missed out yesterday Goodman Lantern launched a research paper on Advantages of Writing White Papers for B2B companies. White papers have repeatedly proven to move prospects through the sales funnel and benefit businesses especially for sales within a business to business environment.
According to Ric Mccarthy at GM Digital “For us White Papers have proven to be a very effective form of business communication”.