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MARKNADSFÖRING

Good morning: Trust the experience

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Good morning: Trust the experience

MarTechs dagliga kort innehåller dagliga insikter, nyheter, tips och viktiga bitar av visdom för dagens digitala marknadsföringsledare. Om du vill läsa detta innan resten av internet gör det, Anmäl dig här för att få det levererat till din inkorg dagligen.

Good morning, Marketers, and which comes first…trust or experience?

Good experience gives customers what they want, bringing them closer to a sale, seamlessly. And that builds trust because it lets a customer know that the brand understands.

Take this new study from Oracle, created in partnership with Brent Leary at CRM Essentials. It says that 37% of consumers trust social media influencers over brands. Also, 84% of Gen Z has purchased products in direct response to social media content, compared to only 46% of Boomers.

If Gen Z is an audience for your brand, don’t be offended. Most Gen Zers know that you’re giving the influencer perks in exchange for brand love. They may even have as a life goal to be a big enough creator one day to do the same.

The main task at hand, though, is for brand, influencer and social platform to make it seamless for the consumer to do what they want, which is to buy easily. Younger consumers have plenty of trust to go around. They just want you to give them the buy button.

Chris Wood,

Editor

Dagens citat. “It’s more important to have a website that can change tomorrow than it is to have a website that is exactly right today.” Steve Persch, director of technical marketing at Pantheon, in his presentation at The MarTech Conference.


Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.



Om författaren

Chris Wood bygger på över 15 års erfarenhet av rapportering som B2B-redaktör och journalist. På DMN fungerade han som biträdande redaktör och erbjöd originalanalys av det utvecklande marknadsföringsteknologiska landskapet. Han har intervjuat ledare inom teknik och policy, från Canvas vd Melanie Perkins, till tidigare Cisco-chefen John Chambers, och Vivek Kundra, utsedd av Barack Obama till landets första federala CIO. Han är särskilt intresserad av hur nya teknologier, inklusive röst och blockchain, stör marknadsföringsvärlden som vi känner den. 2019 modererade han en panel om "innovationsteater" på Fintech Inn i Vilnius. Förutom sin marknadsföringsfokuserade rapportering inom branschbranschen som Robotics Trends, Modern Brewery Age och AdNation News, har Wood även skrivit för KIRKUS och bidrar med skönlitteratur, kritik och poesi till flera ledande bokbloggar. Han studerade engelska vid Fairfield University och föddes i Springfield, Massachusetts. Han bor i New York.

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MARKNADSFÖRING

MarTech’s email marketing experts to follow

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MarTech's email marketing experts to follow

E-post marknadsföring isn’t easy. There are so many moving parts — personalization, permissions, frequency, readability, mail transfer agents, engagement, sender reputation, segmentation and much, much more. A mistake on any one of these and it doesn’t matter how good the rest are. Worse yet, today’s mistake may have been yesterday’s right thing to do. 

To help you, we’ve put together de list of email marketers who always know the best practices and latest developments. This is who you have to follow if you don’t want your email campaigns getting left behind.

In alphabetical order, they are:

Jen Capstraw

With more than 20 years of experience in digital marketing, Jen has done it all. Her understanding of business and email has fueled her desire to help others, most notably as president and co-founder of Women of Email, an association of 8,000+ aimed at promoting leadership and cultivating professional growth among kvinnor in the email space. In addition to being founder and fractional evangelist for the Idea Empire consultancy, she is co-host and co-creator of the popular Humans of Email podcast. Catch up with her latest writings, videos, webinars and more here.


Justine Jordan

“In a thousand years, I never thought I’d make a career out of email marketing,” Justine writes on her website, “but I can’t imagine it any other way. Dare I say it’s ‘been a blast’?” Her first email marketing job with ExactTarget (now Salesforce Marketing Cloud) got her hooked on the data-centered rationale behind email design. From there she went on to be CMO at Help Scout, the Email Experience Council’s 2015 Email Marketer Thought Leader of the Year, VP of Marketing at Litmus and now head of marketing at Wildbit. 


Dan Oshinsky

Dan has gone from innovating the news to innovating newsletters and email. He started out in journalism creating a channel for long form news and the Tools For Reporters newsletter. He went from there to director of newsletters for BuzzFeed and The New Yorker magazine. He runs the email consultancy InBox Collective and publishes the appropriately named NotANewsletter. It’s “a monthly, semi-comprehensive, Google Doc-based guide to sending better emails” with 9,000+ subscribers.


Kath Pay

Hard to say which accomplishment Kath is best known for. It could be because she’s founder and CEO of Holistic Email Marketing? Perhaps. Or because she’s the author of the best-selling “Holistic Email Marketing: A practical philosophy to revolutionize your business and delight your customers.” Very possible. Or because she is a world-renowned speaker and trainer. Or possibly because she was named one of the top 50 email marketers in the world by Vocus. She is certainly well-known for the many popular articles she’s written for MarTech. Read her blog here.


Ryan Phelan

Ryan is truly an old-hand at email marketing. The co-founder of and managing partner RPEOrigin, he has more than two decades of global marketing leadership for high-growth SaaS and Fortune 250 companies. He knows email from the big picture to the latest coding trends. That’s why he is Chairman Emeritus of the Email Experience Council Advisory Board. A popular and frequent MarTech writer, you can also read his personal blog here.


Dela Quist

Dela is internationally renowned for his innovative use of data analysis to challenge myths and preconceptions in email marketing. He is a true pioneer in the field who began using email as a marketing channel back in the 1990s. Today he is founder and CMO of Alchemy Worx, an audience management agency specializing in email marketing, SMS marketing, and paid social. And one other thing, he was the ANA Email Experience Council’s 2022 Email Marketing Thought Leader of the Year.


Elliot Ross

Currently the technology evangelist MessageBird, Elliot loves to help other email marketers. He is managing director/founder Look at Action Rocket, the creative studio for emailers, where he is managing director and founder. He’s also CEO and co-founder of Taxi for Email, an app that helps marketers make better email. He hosts of EmailTalks podcast and is a regular conference speaker on email design. Even with all that he appears to have some spare time, which he spends as member of the Best Practice Hub of the DMA Email Council. 



Skaffa MarTech! Dagligen. Fri. I din inkorg.




Om författaren

Constantine von Hoffman

Constantine von Hoffman är chefredaktör för MarTech. En veteranjournalist, Con har bevakat affärer, ekonomi, marknadsföring och teknik för CBSNews.com, Brandweek, CMO och Inc. Han har varit stadsredaktör för Boston Herald, nyhetsproducent på NPR, och har skrivit för Harvard Business Review, Boston Magazine, Sierra och många andra publikationer. Han har också varit en professionell ståuppkomiker, hållit föredrag på anime- och spelkongresser om allt från My Neighbor Totoro till historien om tärningar och brädspel, och är författare till den magiska realistiska romanen John Henry the Revelator. Han bor i Boston med sin fru Jennifer och antingen för många eller för få hundar.

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