Connect with us

MARKETING

Where is the puck going in 2022?

Published

on

Where is the puck going in 2022?


Perennial NHL all-star Wayne Gretzky famously advised skating to where the puck was going, not where it is right now — a phrase that has since gotten widely adopted in a martech world fraught with constant change.

Of course, this approach makes sense. If you always target the status quo, what happens when digital marketing currents shift, as they constantly do? Consider: Who today wants to build a martech strategy based on third-party cookies?

At the same time, two decades in the analyst world has taught me that nobody — nobody — in our industry really knows exactly where the puck is going, at least not with Gretzky-like certainty. So the best you can do is strengthen your core to be able to shift quickly as the martech state-of-play evolves. Think of it as a kind of “pilates for your stack.”

Three exercises for your martech Stack

If we’re talking pilates, then what you want to do is focus on your core. Here are three important muscles to prioritize in 2022.

1. Customer data unification and management

Customer data platform (CDP) technology is hot right now, and for good reason. At RSG, we evaluate thirty vendors and climbing. But the industry’s dirty little secret is that many initial implementations offer only scant value amid a dearth of robust, clean, unified customer data. Enterprises that thought their CDP would provide the essential building blocks of customer data processing have, for the most part, come away disappointed.

In 2022, focus on your broader customer data enterprise “fabric.” You’ll find it a complicated but potentially very rich tapestry. But most importantly, you need to get the base infrastructure right: Ingestion, cleaning, stewardship and identity. The good news is that more than your marketing department needs this sort of hub as well. This short briefing explains some key architectural considerations.

2. Component content for an omnichannel future

There’s a similar muscle to build on the content side of your stack. If you are pursuing an omnichannel strategy — and who isn’t? — then you will need a reliable store of reusable content components. Not just snippets of text, but base image/media building blocks and relevant data, especially product data.

Where would you find the authoritative source for all these components today? Probably all over the place, and worse, mostly stuck in a single engagement channel like email, web, or e-commerce.

Prioritize getting a handle on all of these marketing assets and ensuring that you have a common metadata regime to classify (so you can find and manage!) the individual pieces. Unfortunately, the Omnichannel Content Platform marketplace remains nascent, but savvier enterprises are beginning to step into the pool.

3. Internal capacity

The martech capacity gap (see image below) predates COVID, but the pandemic has surely aggravated it for every enterprise. RSG vendor evaluations can help you with the hyperbole gap, but capacity is a more complex challenge. For example, nearly all the large-enterprise members on RSG’s large-enterprise MarTech Council have suffered talent shortages.

Solid vendor evaluations can close the hyperbole gap, but it’s up to martech leaders to close the internal capacity gap. Source: Real Story Group

I don’t have any magic wand to wave here that will close this resource gap, except to encourage you to keep working to create an attractive workplace for martech specialists. What you want to avoid is over-reliance on an outsourcing strategy. First of all, martech integrators are also short-staffed too, but more importantly, you want to keep and maintain as much learning and expertise in-house so you can move quickly as the puck gets passed around.

The case for not overskating

In some enterprises, I see the “future puck vision” justify over-buying complex marketing technology, ultimately undermining the very speed and agility you seek.

The thinking goes like this: “We probably can’t handle this advanced technology today, but in a couple of years, we’ll get there, so let’s license it now, and maybe it will push us to become more proficient.” Of course, in two years, the puck will have moved even farther. Or, to put it another way, if you can’t master an overly complicated martech platform now, you will only find it all that richer (read: more complex) two years hence. So you end up perennially behind.

RSG always advises looking at vendors representing differing points on the complexity spectrum. Ideally, you can find the right match with a system that stretches you a bit yet won’t go underutilized. Meanwhile, any technology supplier should constantly be innovating themselves, so in all likelihood, the simpler solution you adopt today will get enhanced over time. Careful diligence in a structured selection process can uncover whether that vendor or open-source community is skating towards the ever-moving puck at a pace and direction that works for you.

Real Story on MarTech is presented through a partnership between MarTech and Real Story Group, a vendor-agnostic research and advisory organization that helps enterprises make better marketing technology stack and platform selection decisions.


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


About The Author

Tony Byrne is founder of Real Story Group, a technology analyst firm. RSG evaluates martech and CX technologies to assist enterprise tech stack owners. To maintain its strict independence, RSG only works with enterprise technology buyers and never advises vendors.



Source link

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

MARKETING

Drive Conversions and Generate Engagement With Instacart Promotions

Published

on

Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

Source link

Continue Reading

MARKETING

(Re)Introducing your favorite Optimizely products!

Published

on

(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


Source link

Continue Reading

MARKETING

Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Published

on

Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

Source link

Continue Reading

Trending