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M8010-246 - IBM Smarter Commerce Sales Mastery Test v1 - BrainDump Information

Vendor Name : IBM
Exam Code : M8010-246
Exam Name : IBM Smarter Commerce Sales Mastery Test v1
Questions and Answers : 50 Q & A
Updated On : March 21, 2019
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M8010-246 exam Dumps Source : IBM Smarter Commerce Sales Mastery Test v1

Test Code : M8010-246
Test Name : IBM Smarter Commerce Sales Mastery Test v1
Vendor Name : IBM
Q&A : 50 Real Questions

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IBM IBM Smarter Commerce Sales

IBM Introduces 'IBM ExperienceOne' to aid companies assemble marketing, sales and functions Practices to Deepen consumer Engagement | killexams.com Real Questions and Pass4sure dumps

ARMONK, N.Y. and TAMPA, Fla., may also 13, 2014 /PRNewswire/ -- At its Smarter Commerce global Summit in Tampa, IBM (NYSE: IBM) today introduced 'IBM ExperienceOne,' a brand new built-in portfolio of cloud-primarily based and on premise offerings that support consumers right now bring deeper, more advantageous customer engagements through bringing collectively advertising and marketing, earnings and service practices. 

in keeping with IBM's recent survey of essentially 4,200 C-suite leaders, more than half are reinventing their groups to pressure superior consumer collaboration. The examine confirmed agencies that outperform peers are concentrated on delivering consumer value through each and every interaction, including these with downstream companions and suppliers. This deeper engagement is a prevalent ambition with 90 p.c of CxOs anticipating to boost customer collaboration. 

developed on ultimate practices working with more than 8,000 businesses global, IBM ExperienceOne delivers a set of pre-described engagement options delivered with IBM consulting capabilities and powered with the aid of its leading WebSphere Commerce, customer Digital journey and commercial enterprise advertising administration software. IBM ExperienceOne is now attainable at www.ibm.com/ExperienceOne.

"Smarter Commerce is set helping customers perpetually reinvent themselves across the customer experience," observed Craig Hayman, normal supervisor, industry Cloud solutions, IBM. "IBM ExperienceOne gives a comfortable and simplified portfolio – together with innovation from more than 1,200 partners – to help consumers design and bring more beneficial client engagements.  With cloud, on premise and hybrid alternatives, IBM ExperienceOne right away scales to engage every customer in the second while maintaining their privateness."

IBM ExperienceOne draws on innovation from IBM analysis as well as greater than $three billion invested in biological development and acquisitions equivalent to Sterling Commerce, Tealeaf, Coremetrics, Unica, DemandTec, Xtify and most recently Silverpop, a issuer of cloud-based personalized advertising and marketing options. it's delivered with market-leading consulting, agency and equipment integration services from the IBM Interactive event observe, as neatly because the company's $one hundred million funding to open 10 IBM Interactive experience labs and add 1,000 employees to support shoppers deepen engagement through facts-driven design. 

As a part of cutting-edge information, IBM delivered new and better application capabilities that support three of the brand new engagement answer units:       

  • bear in mind Your customers:  at the coronary heart of this answer set is IBM's newly built-in Digital, Behavioral, Social Media and Predictive consumer analytics providing to support valued clientele determine actual-time tendencies in accordance with inner and exterior client facts.  It aspects new cell analytics that may replay individual person classes on each Android and iOS gadget apps, enabling marketers and commerce experts to pinpoint the actual moment when a customer decided to browse, purchase or abandon a transaction. 
  • Maximize earnings, earnings and Loyalty:  This answer set helps customers right now act on insights and maximize customer cost the usage of IBM's superior omni-channel merchandising capabilities.  It allows for merchandising authorities to automate fee optimization, preserve precise-time transparency and aggressive pricing across all physical and digital channels to deliver the appropriate present to the right client at the correct time. 
  • deliver Empowering Digital Experiences:  as the gateway to each and every consumer touch factor, this answer set is supported by means of enhancements to IBM's customer digital journey application.  advertising and marketing, income and repair gurus now can greater readily leverage dynamic customer, pricing and efficiency analytics via embedding precise-time presents into their mobile, social and wealthy media experiences. The true-time offer engine automates personalization throughout the customer event at scale, increasing engagement, pride and income.
  • IBM additionally brought three new cloud enterprise solutions to give valued clientele extra flexibility in how they purchase and deploy IBM ExperienceOne. These options mix consulting features, IBM ExperienceOne utility and cloud infrastructure powered by way of SoftLayer, an IBM enterprise. They encompass:

  • client data as a carrier:  enables shoppers to combine disparate consumer records from interior and exterior sources to enrich advertising and marketing performance and revenue boom.
  • client Analytics as a service:  Helps companies promptly identify new consumer traits, assume future behavior and suggest next top-quality moves to deepen engagement.
  • Digital Commerce as a provider:  permits business leaders to convey first rate digital experiences and accelerate time to marketplace for a number client engagement solutions from order catch through success. 
  • leading uniqueness retailer American Eagle Outfitters is one among many organizations the use of IBM's analytics capabilities to stronger consider their valued clientele as wonderful people, helping to make sure that each interplay is a fine company adventure.

    "American Eagle Outfitters is a deeply customer centric enterprise, and we lean heavily on IBM's consumer event management solution to clearly remember actual valued clientele' experiences, and then work to determine, take into account, and take away pain points," noted Joe Megibow, Senior vp and widespread supervisor Omnichannel, American Eagle.  "With IBM's solutions, we will convey better exceptional experiences for our customers, ensuing in additional critical engagements and better brand loyalty."

    Seven out of the precise ten business banks, economic capabilities corporations and U.S. agents today use IBM's customer engagement solutions.

    Get the newest Smarter Commerce global Summit 2014 news by using following #smartercommerce.

    CONTACT:Amanda CarlGlobal CommunicationsIBM570-236-4032amcarl@us.ibm.com

    brand - http://pictures.prnewswire.com/prnh/20090416/IBMLOGO

    source IBM

    Copyright (C) 2014 PR Newswire. All rights reserved


    IBM Summit makes a speciality of ‘Human-Centric’ considering | killexams.com Real Questions and Pass4sure dumps

    using data to connect with valued clientele in a digital world became one of the most underlying topics of IBM’s annual Smarter Commerce global Summit  ultimate week, the place entrepreneurs received a look on the new IBM ExperienceOne built-in portfolio of marketing, income and repair solutions.

    Over 4,000 attendees went to the summit in Tampa, where IBM professionals and photo 1keynote speakers focused on the value of cellular and catering to the shorter consideration spans of today’s related buyers. The “Moments count” tagline for the experience illustrated how marketers should focal point on the client journey and take advantage of out of every customer interaction.

    “within the digital financial system, we win or lose valued clientele with a click or a swipe. How we interact has never been more important. Moments depend and companies that be successful will need to reinvent themselves digitally, and records and analytics are the foundation of that reinvention,” says IBM senior vice chairman, software and cloud options group Robert LeBlanc.

    The message attendees took faraway from the Summit’s huge kickoff keynote turned into that leaders may still go past client-centric thinking and towards human-centric thinking, as a result of messages that goal individuals on a private degree are more likely to resonate. entrepreneurs may still stream past channel-centric thinking and include experiences fashioned by using statistics so that it will target corporations more notably with critical messages. And leaders may still stream beyond considering digital and work towards bringing digital and physical experiences together.

    “shoppers are now driving company model innovation. adventure is the brand new North celebrity, and it guides every little thing we do nowadays,” says Paul Papas, global leader, IBM Interactive adventure.

    At the event, IBM debuted ExperienceOne, a brand new built-in portfolio of cloud-based mostly and on-premise choices geared toward directly delivering deeper, extra valuable consumer engagements by means of bringing collectively advertising and marketing, sales and repair practices.

    developed on IBM’s most desirable practices discovered via working with greater than 8,000 businesses global, IBM ExperienceOne grants a collection of predefined engagement solutions delivered with IBM consulting functions and powered with the aid of its main WebSphere Commerce, customer Digital adventure and commercial enterprise advertising management utility.

    “Smarter commerce is ready helping shoppers at all times reinvent themselves across the client experience,” mentioned Craig Hayman, widespread supervisor, industry Cloud solutions, IBM. “IBM ExperienceOne gives a comfy and simplified portfolio – including innovation from more than 1,200 companions – to aid valued clientele design and convey greater constructive customer engagements. With cloud, on premise and hybrid options, IBM ExperienceOne instantly scales to engage every client in the moment whereas preserving their privateness.”

    IBM ExperienceOne brings new and enhanced utility capabilities to the table, which can be designed to guide three new engagement answer units:

    take into account Your customers: at the heart of this answer set is IBM’s newly built-in Digital, Behavioral, Social Media and Predictive customer analytics providing to assist customers identify actual-time tendencies based on inside and external client records. It facets new cell analytics that may replay individual user classes on each Android and iOS device apps, enabling entrepreneurs and commerce professionals to pinpoint the actual second when a consumer determined to browse, purchase or abandon a transaction.

    Maximize sales, profit and Loyalty: This solution set helps valued clientele quickly act on insights and maximize customer price the usage of IBM’s more advantageous omni-channel merchandising capabilities. It allows for merchandising experts to automate rate optimization, hold real-time transparency and competitive pricing across all actual and digital channels to deliver the appropriate present to the appropriate consumer on the correct time.

    deliver Empowering Digital Experiences: as the gateway to each customer contact point, this answer set is supported by way of enhancements to IBM’s customer digital adventure application. advertising, revenue and repair experts now can more without difficulty leverage dynamic client, pricing and efficiency analytics by embedding true-time presents into their cellular, social and rich media experiences. The real-time offer engine automates personalization throughout the client experience at scale, expanding engagement, satisfaction and sales.

    IBM additionally introduced three new cloud company options to give valued clientele more flexibility in how they buy and deploy IBM ExperienceOne. These options combine consulting features, IBM ExperienceOne application and cloud infrastructure powered by using SoftLayer, an IBM enterprise. They encompass:

    consumer statistics as a carrier: permits valued clientele to combine disparate consumer statistics from inner and external sources to enrich advertising and marketing efficiency and earnings increase.

    client Analytics as a provider: Helps organizations right now determine new consumer developments, assume future habits and imply next surest movements to deepen engagement.

    Digital Commerce as a carrier: makes it possible for company leaders to carry first rate digital experiences and accelerate time to market for a number of consumer engagement options from order catch through fulfillment.

    linked ARTICLE:marketers suppose Unprepared to manage large facts 


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    8 Things to Know About Artificial Intelligence & Machine Learning | killexams.com real questions and Pass4sure dumps

    2. The Up & Comers: Health and Auto are big development areas for AI/ML due to the copious amount of data being created in those industries. For example, patient records house vital information related to disease identification and treatment. In Ontario alone, there are over 2.3 billion medical test results from 11.1 million Ontarians[1]. On the other end of the spectrum, automobiles are constantly generating slews of data — distance traveled, average speed, destination — that can be used for optimizing traffic, city planning and accident prevention. For AI/ML to be effectively implemented within the enterprise, it needs to be integrated into core decision making processes within a company; just look at Facebook’s newsfeed algorithm and Uber’s surge pricing and route optimization system. AI/ML will replace a lot of the grunt work in the enterprise, freeing employee time for more value-add activities (e.g. Amy, x.ai’s robot assistant, who saves me from so many unnecessary emails when scheduling a meeting). Near-term opportunities in the enterprise are in data optimization, data search and messaging (think: commerce, payments and gaming), and you’ll likely see this quickly penetrate areas such as Enterprise Optimization, Law, Security and Sales.


    How to Add Gamification to Your B2B Marketing Strategy | killexams.com real questions and Pass4sure dumps

    See how Mint.com, SAP, IBM, Ford and Facebook use gamification for everything from lead gen to sales and CX

    “I hate games” said no one ever.

    Who doesn’t love a good game? Since the first arcade game was installed in 1971, the gaming industry has seen tremendous growth and is a $91 billion industry today. From Pac-Man to Angry Birds to Grand Theft Auto, games are a major source of entertainment for players from all background and ages. The joy of competition and the allure of the high score has driven people to spend a lot of their time and money gaming. So, it is only natural that businesses use this proven engagement strategy to drive bottom line growth.  

    What is gamification?

    Defined as the “process of using game concepts and mechanics to engage users and change behavior”, gamification at its core is applying gaming principles and strategies in a non-game context. It’s intended to give potential customers a fun and easy way to engage with a brand while providing some sort of incentive to influence their behavior. According to Lea Sorrentino, Senior Digital Strategist at Bunchball, one of the most important things to consider while integrating game mechanics into your marketing strategy is

    Understanding your audience and what motivates them, having access to systems and performance data that drives your goals, creating a user experience that shows progress, provides feedback and creates a career path.

    The concept of gamification in marketing has been around for some time now, but until recently it was restricted to the realm of B2C marketers. Traditionally, most B2B applications of gamification focused on sales enablement, but that is slowly changing. One of the primary reasons behind B2B brands embracing gamification is the incredible opportunity it provides to measure and monitor engagement with a target audience. 

    What makes gamification work? Marissa Aydlett, SVP of Marketing at Appboy says,

    Marketers are incentivized by what makes their job easier and what positively impacts business—which makes gamification an interesting approach to explore.  Demandbase is an example of a B2B brand doing this well. They send direct mailers, personalized emails and messages to engage users while leveraging various channels and interesting gamification promotions to incentivize users. Organizations can also deploy gamification internally to encourage collaboration across marketing, sales and other teams and offices that leads to better results.

    A 2010 Harvard Business Review study on what motivated people at their jobs, found that an overwhelming number of people were motivated by a sense of progress. Game mechanics are essentially tools that measure and report data, and this data represents progress. Answer five more questions to level up. Refer a colleague and unlock a deal. Of course, for marketers, gamification isn’t all games. You’ve got metrics to achieve and ROI to measure. What do you hope to accomplish from your gamification strategy? What kind of behavior can you expect to drive? And most importantly, how will you leverage gamification in the B2B context? 

    Drive online community engagement

    As a marketer, you probably know how challenging it is to build and engage a thriving B2B brand community. Gamifying the community experience can help you drive engagement. SAP’s community network has over 2.5 million users including SAP employees and representatives from its vast corporate customer base. Members share information and answer questions about SAP products, repost key questions, and even help update and edit FAQs for different topics.

    “That means the majority of the content, the majority of the responses is actually happening by our customers,” states Mario Herger, Senior Innovation Strategist at SAP. “Those people are popping up as leaders in the area.”

    To gamify the community, SAP reviews how users are helping other users with social sharing of important community threads, solving typical user problems, commenting on certain products or issues, reposting, answering questions and overall activity are all desired goals.

    As a reward, SAP designates certain active users as “expert” in different areas. Experts enjoy a special status in the online community when they share information or answer questions.

    SAP’s online community is a quintessential example of gamification done well. Its reward program fulfills community members’ fundamental need for autonomy, competence and reliability, thereby driving long-term engagement. 

    Lead generation

    Lead generation is perhaps one of the key challenges for marketers reliant on inbound marketing. The sheer number of blogs, brands, and business profiles clamoring for attention out there, have made traditional methods of capturing lead information ineffective.

    Think about it, if your lead generation were to be fun and entertaining, you’d be so much more successful than the vanilla “please fill out this opt-in form” routine. To segment your target audience and to sell to them effectively, you’ll need to collect and organize relevant lead information. Gamifying your customer facing content will not only help you attract a lot more leads but will also help you keep them there by making experiences more engaging. This is the perfect tool for you to get those opt-ins and sign-ups. Companies like Mint.com (Intuit’s financial management solution) have successfully experimented with gamification to drive top of the funnel leads. Here’s how Mint is mining future leads through gamification:

    This is a simple quiz that featured on a Mint computer game intended for high school teens. The game asked questions related to personal finances in the real-world context. But what’s really interesting about this game, is that Mint is actually investing in leads. The target audience for this game are not going to be consumers anytime soon, however Mint is using gamification to talk to a demographic that will soon develop into their target persona.

    Speaking about creating a gamification framework, Marissa Aydlett, SVP of Marketing at Appboy says, “Laying out the framework for data structure is incredibly important, as it guides the way for leveraging user behavior to modify and personalize each individual user's experience. Through user data insights, organizations can deploy incentivized upsells, loyalty programs or access to areas of your product offering where they otherwise would not have engaged. In order to drive ROI, you need to understand what users are doing to help personalize their experience with your brand.”    

    Another great example of B2B gamification done right is IBM’s Innov8 platform. Innov8 is a part of an academic initiative by IBM to explain business process management (BPM) to students across universities in America. They gamified the training process and became an instant hit within a few days of going live in 2009. For IBM, Innov8 proved to be the proverbial golden goose, becoming IBM’s top lead generator. The objective of the game is to “Level-up your skills and discover how to make our Planet smarter, revolutionize industries and solve real-world business, environmental and logistical problems.” Top executives across leading organizations embraced the game. Within 5 months of its release to the general public, the game resulted in 100X the investment put into it. Tracking the people who played the game, resulted in phenomenal sales for IBM. Innov8 is free to play, but users need to sign up before playing.

    For B2Bs already using email automation for lead generation, gamification is an excellent way to keep customers coming back. Integrating game tactics into your email lead generation strategy is actually pretty simple – make email signup a participation requirement. Your tool’s drip campaign capabilities can send regular reminders to customers, encouraging them to keep engaging. Moreover, major email automation providers such as Eloqua, MailChimp, Clickback, TargetHero, Campaign Monitor, etc. can help you track the success (open rates & CTRs) of your gamification strategy. 

    Sales training and performance management

    If gamification can give your marketing efforts a boost, so can it to your sales team as well. According to an Aberdeen Group study of top performing sales teams, after financial compensation, the next key motivators for sales professionals are internal recognition, and competition.

    7 ways gamification improves the effectiveness of your sales team:

  • Clearly defines goals and metrics:Gamification takes the guesswork out of goals, measurement and end-results.
  • Improves long-term performance:Traditional incentive programs such as contests might help change short-term behavior, but they rarely inspire on-going improvements. Gamification is easier to manage and does require significant resource allocation.
  • Prompt and effective onboarding:Gamification can help new hires and associates quickly assimilate into the organization - it jumpstarts engagement, reduces turnaround time and significantly shortens the onboarding time.
  • Clearly defines goals and metrics:Gamification takes the guesswork out of goals, measurement and end-results.
  • Provides individualized motivation: Through gamification, each sales rep receives a unique experience mapped to their personal behaviors, as well as formal training and coaching in both sales and product knowledge.
  • Improves resource adoption and utilization: Organizations utilizing gamification can motivate their sales rep to input high-quality, accurate data into the CRM system, while amping-up knowledge sharing between partners from external channels.
  • Delivers real-time feedback: As gamification constantly monitors performance and results, your sales reps receive real time feedback, rather than having to wait for weekly meeting or annual reviews.
  • Offers better customer experience: Engaged, well-trained sales reps are more likely to deliver a superior customer experience.
  • Considering how competitiveness has been an integral component to sales success, it’s only logical to add sales gamification into your sales team.  Furthermore, factors such as training programs, operations and team management have a direct impact on your revenue. While organizations should be looking at gamification as a long-term strategy, Sorrentino believes that sales gamification must be frequently optimized to ensure relevancy in the program. He says, “Sales organizations tend to leverage community and competition more than most programs. But people are fundamentally motivated by the same intrinsic concepts: purpose, progress, mastery, autonomy, and community. Sales implementation should be long-term engagements but should be frequently optimized. Goals and targets change, which means the program has to grow. It is not about being short-term or long-term, it is about maintaining relevancy in the program.”

    The potential to test and apply gamification to your sales team is virtually limitless. It could be as simple as setting up a leaderboard (although a leaderboard doesn’t really qualify as a game) to complex CRM integrations. To be effective, your gamification strategy for sales performance management must combine motivation, data and interactive design. Integrating these elements will help you promote collaboration and other high value behaviors throughout your sales channels, ultimately driving more revenue for your business.

    Automobile giant Ford wanted to improve the effectiveness of its sales and service reps across 450 dealerships. To do so, they integrated gamification into their employee Learning Management System, which led to a whopping 471% increase in site usage. After gamifying the system, sales and service reps could work toward individual and team goals, compete with other dealerships and receive real-time feedback as they engaged in desired behaviors. The company also found a positive correlation between engagement and KPI metrics, including revenue and customer satisfaction.Gamification can lead to tangible, measurable improvements in business performance. Technology providers such as ConnectLeader, Appboy and Bunchball can help you put gamification to work to increase employee engagement, improve training and drive win rates from your sales team. 

    Improving customer experience 

    We know how critical positive customer experiences are. Gamifying the customer experience takes more than just adding points or badges. Designing a better customer experience requires a strategic shift, one based on in-depth analysis of the current state of your customer journey. You can either gamify individual touchpoints or entire sections of the customer journey. 

    Any key customer touchpoint could make use of gamification, from product exploration on your website to interactive troubleshooting. However, you must remember that great gamification simplifies customer interaction with your brand. It must overcome the pain points of your customer experience. 

    4 Strategies for crafting better customer experience:

  • Easy sign-up process: Customers appreciate a registration process. Avoid long forms or lengthy questions. Try to eliminate all barriers for a customer to join.
  • Personalize offers: Personalized offers inspire customers to purchase more and fosters brand advocacy.
  • Keep the rules simple: Loyalty programs need easy-to-understand rules. If your rules are complicated and confusing, customer will quickly lose interest in the rewards program.
  • Reward non-purchase activity: Make it easy for your customers to earn points. Most loyalty programs are abandoned because customers get bored with the slow reward accumulation.
  • Facebook’s bug bounty program is a classic example of gamifying customer experience through crowdsourcing. Google, Uber, Mozilla and Adobe, all run bug bounty programs that reward users who help keep the community safe by reporting vulnerabilities in their services. 

    Several banks and other financial institutions gamify their product exploration experiences with product quizzes and trivia. By infusing basic gamification elements like this, you can help your customers find appropriate products quickly and it is way more fun way than reading fine print. 

    What’s next in gamification? Marrisa says, “Smart marketers understand that the world is evolving. Users are active on multiple devices across variety of channels. Marketers need to use gamification across these different channels so a single user feels like they are engaging in one fluid and holistic experience.” 

    Game on!

    Many brands have achieved great success with gamification to motivate customers toward action. You could too. 

    If you’re thinking of introducing gamification into your marketing strategy, it’s best to test the water first. Start with small competitions, quizzes, and challenges that reward users differently and see what works best for your audience. Rinse and repeat. Good luck!


    7 Digital Marketing Marketing Trends You Can’t Afford to Ignore | killexams.com real questions and Pass4sure dumps

    7 Digital Marketing Trends You Cant Afford to Ignore

    “I would have written you a shorter letter but I didn’t have the time.”

    This quote attributed to many different sources sums up what we are facing in this now very complex world. But keeping it simple and short takes time and effort. Distilling the complex into something that makes sense in one sentence or even a six second video is an art form that is to be treasured.

    But as marketers that is what you are confronted with. Increasing complexity. It is just one of the trends that will impact your business in the years ahead.

    We also need the right tools, platforms and technology to help us scale the huge amounts of data and noise that now confront us online. Here are 7 digital marketing trends that you need to keep your eye on.

    1. Increasing complexity

    Tech is largely to blame for making marketing complex. But it’s also the answer. Making sense of tons of data, always on marketing and the many forms of splintered media is something tech platforms do well.

    Right alongside that sits different categories of complex. Facebook advertising is a discipline on its own that requires focus. Then add the dark science of “Search Engine Optimisation” and understanding the many moving parts that require mastery.

    The types of media we need to master includes live streaming, Facebook videos and GIFS and Infographics. Then you need to master marketing automation and artificial intelligence tools and platforms.

    2. Marketing technology

    Marketing technology (sometimes called Martech) is continuing to grow. According to Venture Beat there has been over $134 billion invested in this category in startups in just 5 years. In 2018 IDC is predicting that CMO’s will spend $32 billion on buying and implementing Martech solutions.

    But the category has 3 core categories. B2B marketing, B2C marketing and advertising technology. It should not be seen as one size fits all.

    According to Ajay Agarwal in an article on TechCrunch there is an interesting divide between spending on marketing versus sales between B2B and B2C. B2B companies spend much more on their front end sales than on marketing at a ratio of 10:1. B2C spends a lot more on marketing than sales with an inverse ratio of 10:1.

    Maybe we will expect to see Salesforce dominate B2B marketing tech as it is the dominant sales tool for B2B globally.

    He sees the key trend and opportunity as one in which a B2C marketing company can create a B2C system of record from the start of the customer journey to sale.

    3. The rise and rise of algorithms

    The beauty at the the birth of social media networks was their simplicity. They flowed past you unfiltered.

    Twitter was a distilled stream of unfettered consciousness. Facebook was a flowing page of diverse ideas and people. And some sat outside your tent of ideas and interests.

    But things have changed.

    The need to make money from the platforms meant that algorithms needed to be programmed to ensure that the social networks could start to monetise their distribution. The organic reach that initially excited marketers, writers and entrepreneurs has been dialled back.

    Also the volume of data has also exploded in the last 10 years driven by the two obsessive technologies of social media and smartphones. To make sense of that as finite humans means we need help from the machines. And they run on algorithms.

    Why do we need algorithms?

    The amount of data that confronts us each day needs filters to help us make sense of it. Here is the global digital snapshot of the size of the ecosystem that confronts us.

    These platforms, devices and networks are producing this avalanche of data.

  • 5.97 billion hours of YouTube are watched every day
  • 4.3 billion Facebook messages are posted each day
  • 67 million images posted on Instagram every 24 hours
  • 269 billion emails are sent 24/7 each day
  • How algorithms are applied

    Algorithms also help marketers and entrepreneurs break through the clutter. And they are used to reach your target markets on Amazon, Tripadvisor, search engines and even in email marketing .

  • Amazon – products or books you might like based on past activity and other secret codes.
  • Search – Content and information you want to find.
  • Social – People you want to hear from or see.
  • Emails – Gmail now uses an algorithm that sorts it into tabs and also sends it automatically to spam based on its filters.
  • GPS – Help us navigate a city or find our way to a hotel.
  • Choose a restaurant – Reviews on Yelp or on Tripadvisor.
  • So we need to keep studying how they work and learn to work with them as they continue to change and shape shift.

    4. Platforms and apps

    The web is moving away from an Internet of websites to an Internet of apps and platforms. You may not have noticed it but it is happening right before our eyes. In 2014 more people accessed the Internet though mobile apps than desktop computers for the very first time.

    In 2017 over 86% of our time is spent on apps on our mobile phones.

    This big trend is something that can’t be ignored and marketers are going to need to work out how they reach consumers via apps and platforms. The obvious answer to this in part will be the rise and rise of Facebook advertising from the platform and also applying marketing tactics to apps like Messenger and WhatsApp.

    5. Artificial intelligence

    There are two things that humans aren’t good at. Collating and making sense of the vast amounts of data and also scaling our humanity. That is what machines excel at and artificial intelligence allows humans to amplify themselves.

    Watson, Einstein and Rank Brain are just three of the big players battling out for world domination in artificial intelligence . Watson is owned by IBM, Einstein by Salesforce and Rank Brain by Google. But underneath these giants who mostly use it for internal use sits a growing range of apps and platforms that are using AI for niche marketing optimization.

    Chatbots were maybe the first obvious use of AI for marketing with their abilities to handle initial enquiries without the need for human inervention. But what are some of the other ways AI is being used and imagined for improving marketing performance and scaling?

    Recommended for You

    Webcast, March 7th: NXT Stage Playbook: Finding the Winning Formula for Your Growing Brand

    Robert Allen from CITU lists 15 ways in which AI can be used for marketing.

    But let’s take a closer look at just 3 ways you can use artificial intelligence .

    Content creation

    An AI program called WordSmith produced 1.5 billion pieces of content in 2016. The other challenge is not just creation but curation of content at scale. An AI tool like Rocco can recommend content from social media that your followers are likely to love.

    Pay per click advertising

    Making sure that you are making the best use of your budget when performing paid ad campaigns with millions of dollars in spend means AI becomes an attractive option.

    Albert and Frank are two marketing platforms that use machine learning to buy media and deliver ads for the best results. And this is done at scale and speed that no human could ever hope to achieve.

    Email marketing

    Making email smarter instead of a blunt tool for just broadcasting is something that AI can offer. AI can improve the delivery time for achieving the best open rates, target customers with the right emails and even product recommendations that they want to buy.

    McKinsey research estimates that Amazon generated 35% of its revenue with email product recommendations driven by AI.

    6. Video

    Video continues to emerge as a visual marketing trend that sits in a variety of buckets. For simplicity we can place them in 3 categories. Traditional 30 second ad style, live and social pre-recorded for social.

    Traditional

    The traditional 30 second ad style video 20 years ago was typically created 4 times a year with a 2 million dollar budget for each. This continues but the 2 trends that are transforming video today are driven by social media realities of live streaming and 6 second videos.

    Live streaming

    Live streaming is the hot new trend with Facebook (Facebook Live), LinkedIn, Twitter with Periscope and YouTube with its “Live Events”

    According to Globalwebindex.net “As ad-blocking continues to grow in popularity it’s more important than ever for brands to engage consumers via entertaining content and native advertising”

    And live streaming is one of those forms of content.

    Image source: GlobalWebIndex

    But the challenge with any form of video is doing it well.

    The 6 second pre-recorded video

    According to AdAge, Facebook has already been telling its video advertisers to hit people with faster messages. The 6 second video emerged as an ideal ad length in a recent test conducted with Tropicana.

    Tropicana compared the results from Facebook ads that were 6, 15 and 30 seconds long. The shortest saw “higher brand metrics across the board,” Sandberg said.

    Companies like Shuttlerock are using technology to scale 6 second Facebook video ad and are riding the wave of what the data is telling us is the most effective length for a video.

    But the challenge for all video is still the messaging. Video is now often watched in silence with subtitles running so people can read while viewing.

    7. Influencer marketing

    The rise of ad blocking means that reaching your audience via influencers is on the rise. A study by PageFair and Adobe shows that online consumers are becoming more and more frustrated with adverts interrupting their browsing experience. As of June 2015, 198 million people used ad-blocking browser extensions.

    Today’s consumers prefer to make their purchasing decisions based on either recommendations from friends and family, or from online influencers they admire and trust.

    Also the reason influencer marketing trend is becoming entranced is its performance. Just check out these stats on the effectiveness of influencer marketing:

  • Businesses earn approximately $6.50 for every $1 they spend on influencer marketing.
  • 81% of marketers who have used influencer marketing deemed it to be effective.
  • 86% of women turn to social media platforms before making a purchase.
  • Influencer marketing delivers 11 times higher ROI than traditional forms of digital marketing.
  • There are also 2 distinct categories of influencer marketing. B2C which is generally about building brand awareness and B2B which often is more about lead generation and measurable results.

    8. Storytelling

    Despite all the tech there is a real movement to making our marketing more human. Companies are backing causes. Taking a stand whether it is for equal opportunity, ageism or sexism. Marketers and entrepreneurs are using “live” video to share their ideas and insights.

    But the trend that I am enjoying is seeing the rise and application of storytelling being woven back into the digital marketing landscape. It is being used more in blog posts and online presentations. It is being written into emails to stand out from what is often an ocean of bland information and data.

    We have been distracted too long by the shiny new tech toys and forgotten some of our humanity in the process.

    It’s also time to tell better stories.



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