marketing automation new breed cmo traction on demand
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Marketing Automationand The Rise of a New Breed of CMOs
By: Katrina Bollozos | Traction on Demand
About Me
Katrina BollozosStrategic Marketing Automation ManagerTraction on Demand• Earned a business degree at the Ateneo de
Manila University• Studied Digital Marketing at New York University• Over 12 years of Marketing experience• Specializes in Marketing Automation• Loves traveling, kickboxing, flying planes and
eating pizza.
About Traction on DemandTraction on Demandis a cloud consulting and software development firm with unparalleled expertise in using the Salesforce.com platform to transform business systems.
Our People & Presence• HQ: Vancouver, BC, with offices in Toronto +
Montreal• Strategic resources throughout North America• 250+ employees
Our Expertise• 10 years on the Salesforce.com platform• 2,800 Salesforce.com projects completed• Largest Salesforce consulting partner in Canada
Today’s Topic
• What is it?• What does it do?• Why should I care?
Welcome to A New Era of Marketing
By 2020, there will be times as many connected devices as there are people on the planet.“ ”- CNN Report 20147
More people in the world have access to a mobile phone than have access to clean drinking water or electricity
Mobile Statistics
Over a third read their emails exclusively on mobile devices.“ ”- Informz
The average internet user spends nearly hours browsing social media daily.“ ”- Telegraph UK2
Social Media Statistics
There are 2.586 billion email users worldwide, including both business and consumer users. ”- Radicatti Group (2015)
“
Email is NOT dead
122,500,453,020 emails are sent every hour. - MarketingProfs (2014)
66% of consumers have made a purchase online as a direct result of an email marketing message - Direct Marketing Association (2013)
81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences. - Harris Interactive
use smartphonesto help with shopping
79%
Web Statistics
A consumer can determine if there is value in a web experience within 1/20 of a second – if it is not valuable then they leave.
On average, a person stays on 1.7 pages of a website.
“”- Cliff Seal (2015)
Digital Marketing Spend
Due to tight competition, companies are expected to spend $10 billion more on digital marketing than they did in 2015.“ ”
What is
MARKETING AUTOMATION?
Marketing Automation
Marketing Automationis powerful technology that allows businesses to connect with customers in a 1-to-1 relationship across multiple channels Web Email Social Mobile
Marketing Automation
B2B vs. B2C
What does it do?Marketing Automation in action
I visit a website.Marketing automation starts tracking my web activities.
I sign up for the eNewsletter. I am now a known prospect in the database.
Predictive IntelligenceHighly personalized product recommendations based on my view (or purchase) history
Save to Wishlist / Add to CartThis triggers a personalized Journey (email series)
Social RetargetingI start seeing Nike ads on Facebook.
Personalized Triggered Emails (or Journeys)Marketing Automation can send a personalized email (or series of emails) triggered based on a user’s actions eg. abandoned cart email.
Push notificationsWhen I am near a Nike store, I receive a discount via push notification on my phone.
Customer Support via Social MediaIf I tweet to Nike Support, I will get a near real-time response!
Marketing Automation
Why Should We Care?
New Era of Marketing
Today’s Marketer needs to become more savvy about technology, data and analytics.“ ”- The Guardian
The CMO will be spendingmore than the CIO
on technology by 2017 “ ”- Gartner Research 2014
The New Breed of CMOs
Marketing is rapidly becoming one of the most technology-dependent functions in business. A new type of executive is emerging at the center of the transformation: The Chief Marketing Technologist.
“”- Harvard Business Review
The Rise of a New Breed of CMO
The Chief Marketing Technologist
Conclusion
For Marketers, the question now is: Do your current skill sets align with this new ecosystem?
- Firesnap
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