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How to Drive Sales & Brand Awareness [2023]

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How to Drive Sales & Brand Awareness [2023]

It’s challenging to build brand loyalty on a platform like Amazon, which highlights the price and speed of delivery above all else. Shoppers who focus on one particular item might not know that your brand has a deep product lineup, and will miss the opportunity to browse your catalog and make a follow-up or related purchase. 

That’s why Amazon rolled out Amazon Posts, a product browsing and discovery experience that benefits both brands and consumers. According to Amazon internal data (June 2022), shoppers who interact with a post end up performing +45% more branded searches

As of June 2023, advertisers can now create and manage posts directly in the Amazon Ads console, instead of going to posts.amazon.com.

Ready to learn more about how Amazon Posts can drive sales and brand awareness? Let’s dive in!

 

What Are Amazon Posts?

 
 
Amazon Posts is a program available to brand-registered sellers that allows them to share brand and product-related content in a “feed” that resembles other social media platforms. By using Amazon Posts, brands can duplicate what they’re already doing on Instagram and similar image-based platforms directly within the Amazon Marketplace.

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These posts will appear on your brand’s feed and are highly visible to your Amazon followers. Additionally, Amazon’s algorithm serves posts to potential customers on product detail pages, category-based feeds, and “related product” feeds. This enables customers to find your products on Amazon and understand key use cases while also discovering your brand’s story.

Credit: Amazon

 

Who is Eligible for Amazon Posts?

 
Starting from June 2023, fulfilling the requirements for Amazon Posts participation involves being enrolled in the Brand Registry and having an active Brand profile.

To establish a Brand profile, Brands must complete the appropriate registration process within the Brand Registry and ensure that the correct selling roles are assigned. For detailed information, please refer to Amazon’s eligibility requirements for Brand profiles.

Previously, the Posts advertiser experience was exclusively accessible outside of the Amazon Ads console, and advertisers were required to possess a Store prior to creating a Posts profile.

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According to Amazon, by migrating the Posts publisher to Amazon Ads console, advertisers can benefit in several ways including:

Simplified process: Advertisers can create Posts using the Amazon Ads console in a familiar environment.

Stores dependency removed: Advertisers no longer need to have a Store to create a Post profile, making the process much more streamlined with the introduction of Brand profile.
 

What Are the Benefits of Using Amazon Posts?

 
 
There are many reasons you should invest in creating and continuously fine-tuning your brand’s Amazon posts. According to our Amazon experts at Tinuiti, brands can expect the following benefits from the service:

  • Free to join – If you’re eligible for Amazon Posts and ready to explore, you can join and start posting for free. You have nothing to lose by trying out the program, but there is plenty to gain — like the possibility of increased traffic to your product listing.
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  • Increase product discoverability Amazon Posts help shoppers discover the full extent of your product line, sort of like heading to a brick-and-mortar store for one item and realizing all the other things the store has in stock. You can showcase what’s new and link to related products in the same or similar categories, and Amazon will also include category tags that help shoppers explore even further.
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  • Increase brand awareness – Increase consumers’ familiarity with your brand and individual products by sharing your story and even product how-tos within your Amazon Posts. Incorporating things like user-generated content (UGC) can improve engagement, too.
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  • Highlight your best or new products – Use Amazon Posts to shine a light on your top sellers or those with the best profit margins. This is also a great opportunity to launch and showcase new products to your followers.
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  • Take up shelf space – Amazon controls what ends up in the “Related Posts” section of Amazon Posts, which means your brand could very well be featured on a Post belonging to a competitor. This gives you the opportunity to steal market share from other businesses in your industry.
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  • Defend your product detail pages – Having your own Amazon Posts makes you competitive, because without them, your competitors’ Posts could appear on your product detail pages instead.
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  • Grow your Amazon following – Amazon Posts and the attached “follow” button encourages customers to follow your brand, viewing updates and other content much in the same way they’d scroll through a friend’s social media feed. Growing your brand following can give you access to Amazon’s “Manage Your Customer Engagement Tool” allowing you to email your followers directly.
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  • All product postings are shoppable – Amazon Posts aren’t just informative, they’re also shoppable. Consumers can click on and purchase the products you mention without the need for additional searches.
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  • Built-in analytics – No need to guess how your Posts are doing. Amazon gives you the tools necessary to gauge performance through key performance indicators (KPIs) measuring things like views and click through rates. Using those metrics, you can decide which tactics are working and which aren’t and tailor your future Posts accordingly.

 

Where Do Amazon Posts Appear?

 
 
A branded post will be published to one or more of the following fields:

  • Brand-Owned details page
  • Related Brand details page
  • Related Post feed
  • Category feed

 

Examples of Amazon posts on detail pages, post feeds, and category feeds

Examples of Amazon posts on detail pages, post feeds, and category feeds. Credit: Amazon

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Your brand will not be able to choose which feed your posts will be published on. Amazon will decide that for you, although the category tags you use will help influence its final destination. 

All of these posts are instantly shoppable. That means users can go straight to the item’s details page to learn more and add it to their online shopping cart!

As you leverage Amazon Posts, you will receive metrics that can help you track engagement for the products in your feed, including clicks, views, and shares. You can use these metrics to assess which items are the most popular and whether this popularity is translating into actual sales.  
 

How do I sign up for Amazon Posts?

 
Once you’ve confirmed that you’re eligible to create and share Amazon Posts, it’s time to sign up and take steps toward actually posting. Here’s some info to help you get started.
 

Visit Amazon Ads console

 
Sign in using your advertising console or Seller Central credentials and navigate to the Amazon Brand profile.

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Amazon Brand profile

Credit: Amazon

 

Create your profile

 
Take a moment to create or complete your brand profile by verifying your brand with Amazon. You’ll also need to upload your brand’s logo.
 

Start creating your post

 
Locate the “Create Post” button in your Post dashboard. Click the button and the platform will automatically load the Amazon Posts builder. This what-you-see-is-what-you-get editor makes it easy to write content, create product tags, and so much more.

Example of how to create a new Amazon post

Credit: Amazon

 

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Upload a photo

 
Visual content is an important part of every successful ecommerce campaign, so be sure to upload a single featured image. Amazon does have some guideline/requirement for these headlining photos:

  • File format: PNG or JPG
  • Color format: RGB
  •  Display aspect ratio: 1×1, 16×9, or 4×3
  •  Maximum file size: 100MB
  • Resolution: Minimum of 640×640 pixels

Amazon also asks sellers to avoid images that contain a specific call to action, brand logos, animation, and clustered elements (such as a product collage) that could make the image difficult to read.
 

Add a caption

 
Write a caption that promotes your business or a specific product. Keep in mind that captions are limited to 2200 characters, and that your posts may be seen by anyone who uses Amazon, so it’s important to use correct grammar and language suitable for a broad audience.

Even though the character limit on captions is pretty high, experts have found that shorter captions tend to work better. In fact, posts with only four or five words in the caption tend to yield higher engagement scores.
 

Enter the product ASIN

 
Once you’re happy with the creative aspects of your post, add your Amazon Standard Identification Number (ASIN). This helps Amazon generate the right link, so your Post is shoppable.
 

Preview & Submit for Review

 
Now it’s time to go over your Post with a critical eye. Proofread thoroughly to find and fix any errors, using the Amazon Post builder’s preview function to see what the Post will look like once it’s live. If you’re happy with how everything looks, click “Submit for review,” and Amazon will start the approval process. Amazon will also auto-tag your product category based on the information provided earlier on in the Post creation process.

Pro-tip: If your featured product goes out of stock, related Posts won’t deliver. Keep an eye on inventory to ensure your content is being distributed as planned.

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Once those steps are complete, you will be able to publish posts by uploading photos, captioning them, and tagging related products. 

Example of how to submit Amazon post for review.

Credit: Amazon

 

Best Practices to Drive Sales & Brand Awareness on Amazon Posts

 
Amazon Posts is still in its early stages, so there isn’t much information around it as of yet. But you can get ahead of the competition if you follow these easy tips.
 

Post often

 
There are currently no limits to how much you can post, so fill the Related Products and Product Categories field with as much of your content as possible, before everyone else crowds in. 

Plan your content in advance by scheduling your posts to go live on a future date. Create or edit a posts and select the scheduling option.
 

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Monitor your performance

 
Take full advantage of the metrics that Amazon Posts offers you. Use it to find out whether or not the popular and most engaging products in your feed are actually converting, and what you can do to increase interest.

A/B testing is encouraged to determine what types of images and captions work best for each brand.

You can download reports. Analyze trends in impressions and engagement over time. Select a date range and download a report in your posts dashboard.
 

Use professional quality photos

 
It’s important to focus on the images you use for your Amazon Posts, so investing in professional photos (or carefully taking your own high-quality product photos) is a must. Additionally, the images you choose should be vibrant and clear to grab people’s attention.

When you’re planning your photoshoots, try showcasing your product’s use cases instead of opting generic product photos. For instance, if you are selling workout equipment, show how someone could use it in their home gym. The key is to showcase your product being used in a way that resonates with your target audience and highlights its features and benefits.
 

Remember your brand voice

 
Amazon Posts play a vital role in telling your brand story on a marketplace that can seem a little impersonal. Make sure your brand’s voice is perceived as cohesive and unified in each post, and stick to the same basic messaging you use on other platforms.
 

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Feel free to be casual

 
Unlike your Amazon Product Detail Page, where you often need to be matter-of-fact and verbose, Amazon Posts provide a more casual way to reach customers. You can highlight the distinct advantages of a product as if it were a personal recommendation from a friend, rather than a marketing message from a brand.

Additionally, unlike a product detail page where you should use every bit of your page’s real estate for SEO reasons, there’s no need to be verbose on Amazon Posts. We’ve found the shorter the captions, the better. In fact, posts with only 4 or 5 words in the caption tend to yield the highest Engagement Scores.
 

Don’t hesitate to make edits

 
You can edit posts after they’ve been published. There are no limitations to the editing feature – brands can alter the image, the caption, and even the ASIN.
 

Conclusion

 
Amazon allows sellers to create an unlimited number of Posts, which means you have the ability to tap into a resource with unlimited potential. Whether you’re looking to introduce consumers to your ever-growing portfolio of products or want to boost overall brand awareness, Amazon Posts could quickly become a major part of your marketing arsenal.

Tinuiti is among Amazon’s top 5% of agencies that have earned the coveted Amazon Ads Advanced Partner badge. We take our clients beyond basic advertising to help brands understand, test for, and optimize all the growth drivers this globally successful marketplace has to offer. To learn more, check out Tinuiti’s Amazon Marketing Strategy & Services page today.

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Will Google Buy HubSpot? | Content Marketing Institute

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Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

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Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

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At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

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What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

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It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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5 Psychological Tactics to Write Better Emails

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5 Psychological Tactics to Write Better Emails

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

I’ve tested 100s of psychological tactics on my email subscribers. In this blog, I reveal the five tactics that actually work.

You’ll learn about the email tactic that got one marketer a job at the White House.

You’ll learn how I doubled my 5 star reviews with one email, and why one strange email from Barack Obama broke all records for donations.

→ Download Now: The Beginner's Guide to Email Marketing [Free Ebook]

5 Psychological Tactics to Write Better Emails

Imagine writing an email that’s so effective it lands you a job at the White House.

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Well, that’s what happened to Maya Shankar, a PhD cognitive neuroscientist. In 2014, the Department of Veterans Affairs asked her to help increase signups in their veteran benefit scheme.

Maya had a plan. She was well aware of a cognitive bias that affects us all—the endowment effect. This bias suggests that people value items higher if they own them. So, she changed the subject line in the Veterans’ enrollment email.

Previously it read:

  • Veterans, you’re eligible for the benefit program. Sign up today.

She tweaked one word, changing it to:

  • Veterans, you’ve earned the benefits program. Sign up today.

This tiny tweak had a big impact. The amount of veterans enrolling in the program went up by 9%. And Maya landed a job working at the White House

Boost participation email graphic

Inspired by these psychological tweaks to emails, I started to run my own tests.

Alongside my podcast Nudge, I’ve run 100s of email tests on my 1,000s of newsletter subscribers.

Here are the five best tactics I’ve uncovered.

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1. Show readers what they’re missing.

Nobel prize winning behavioral scientists Daniel Kahneman and Amos Tversky uncovered a principle called loss aversion.

Loss aversion means that losses feel more painful than equivalent gains. In real-world terms, losing $10 feels worse than how gaining $10 feels good. And I wondered if this simple nudge could help increase the number of my podcast listeners.

For my test, I tweaked the subject line of the email announcing an episode. The control read:

“Listen to this one”

In the loss aversion variant it read:

“Don’t miss this one”

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It is very subtle loss aversion. Rather than asking someone to listen, I’m saying they shouldn’t miss out. And it worked. It increased the open rate by 13.3% and the click rate by 12.5%. Plus, it was a small change that cost me nothing at all.

Growth mindset email analytics

2. People follow the crowd.

In general, humans like to follow the masses. When picking a dish, we’ll often opt for the most popular. When choosing a movie to watch, we tend to pick the box office hit. It’s a well-known psychological bias called social proof.

I’ve always wondered if it works for emails. So, I set up an A/B experiment with two subject lines. Both promoted my show, but one contained social proof.

The control read: New Nudge: Why Brands Should Flaunt Their Flaws

The social proof variant read: New Nudge: Why Brands Should Flaunt Their Flaws (100,000 Downloads)

I hoped that by highlighting the episode’s high number of downloads, I’d encourage more people to listen. Fortunately, it worked.

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The open rate went from 22% to 28% for the social proof version, and the click rate, (the number of people actually listening to the episode), doubled.

3. Praise loyal subscribers.

The consistency principle suggests that people are likely to stick to behaviours they’ve previously taken. A retired taxi driver won’t swap his car for a bike. A hairdresser won’t change to a cheap shampoo. We like to stay consistent with our past behaviors.

I decided to test this in an email.

For my test, I attempted to encourage my subscribers to leave a review for my podcast. I sent emails to 400 subscribers who had been following the show for a year.

The control read: “Could you leave a review for Nudge?”

The consistency variant read: “You’ve been following Nudge for 12 months, could you leave a review?”

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My hypothesis was simple. If I remind people that they’ve consistently supported the show they’ll be more likely to leave a review.

It worked.

The open rate on the consistency version of the email was 7% higher.

But more importantly, the click rate, (the number of people who actually left a review), was almost 2x higher for the consistency version. Merely telling people they’d been a fan for a while doubled my reviews.

4. Showcase scarcity.

We prefer scarce resources. Taylor Swift gigs sell out in seconds not just because she’s popular, but because her tickets are hard to come by.

Swifties aren’t the first to experience this. Back in 1975, three researchers proved how powerful scarcity is. For the study, the researchers occupied a cafe. On alternating weeks they’d make one small change in the cafe.

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On some weeks they’d ensure the cookie jar was full.

On other weeks they’d ensure the cookie jar only contained two cookies (never more or less).

In other words, sometimes the cookies looked abundantly available. Sometimes they looked like they were almost out.

This changed behaviour. Customers who saw the two cookie jar bought 43% more cookies than those who saw the full jar.

It sounds too good to be true, so I tested it for myself.

I sent an email to 260 subscribers offering free access to my Science of Marketing course for one day only.

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In the control, the subject line read: “Free access to the Science of Marketing course”

For the scarcity variant it read: “Only Today: Get free access to the Science of Marketing Course | Only one enrol per person.”

130 people received the first email, 130 received the second. And the result was almost as good as the cookie finding. The scarcity version had a 15.1% higher open rate.

Email A/B test results

5. Spark curiosity.

All of the email tips I’ve shared have only been tested on my relatively small audience. So, I thought I’d end with a tip that was tested on the masses.

Back in 2012, Barack Obama and his campaign team sent hundreds of emails to raise funds for his campaign.

Of the $690 million he raised, most came from direct email appeals. But there was one email, according to ABC news, that was far more effective than the rest. And it was an odd one.

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The email that drew in the most cash, had a strange subject line. It simply said “Hey.”

The actual email asked the reader to donate, sharing all the expected reasons, but the subject line was different.

It sparked curiosity, it got people wondering, is Obama saying Hey just to me?

Readers were curious and couldn’t help but open the email. According to ABC it was “the most effective pitch of all.”

Because more people opened, it raised more money than any other email. The bias Obama used here is the curiosity gap. We’re more likely to act on something when our curiosity is piqued.

Email example

Loss aversion, social proof, consistency, scarcity and curiosity—all these nudges have helped me improve my emails. And I reckon they’ll work for you.

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It’s not guaranteed of course. Many might fail. But running some simple a/b tests for your emails is cost free, so why not try it out?

This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the Hubspot Podcast Network.

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The power of program management in martech

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The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.

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Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition

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Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.

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Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.

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Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.



As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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