Oracle Marketing Cloud is hosting five Twitter chats to help marketers around the world can get personal answers to their questions from the experts at Oracle Marketing Cloud and Topliners. Here are the highlights from the first Twitter chat, on ‘Targeting’.
Oracle Marketing Cloud’s Marketing Success Consultant Rob Heerdegen took #Eloquestions on ‘Targeting’ from marketers around the world. We handed the baton to influencer Deshelia Spann,Digital Marketing Strategist at Eaton.
Here are some highlights from the Targeting Twitter chat:
(A) Retargeting key. If 1st msg didn't work, try a different msg. A/B testing campaign not only email good start. #Eloquestions
(A) Mrkt research into the buyer allows better investment into limited mrkt'ing resources. #Eloquestions
All too often, marketers clamour to develop creative campaigns - and not enough marketers defining personas, A/B testing, or measuring engagement. We all know a campaign should start with a clear target market and clear goals, and that marketers should analyse data throughout a campaign to constantly improve targeting - but it doesn’t always happen this way.
According to a 2013 Econsultancy survey of over 1,300 UK email marketers, 73% carry out basic segmentation, only 49% carry out any regular list cleansing and just 26% do any content personalisation. Less than a quarter of respondents (22%) say that they are carrying out advanced segmentation.
Targeting is just as important in social media marketing. When promoting an event, many marketers make the mistake of broadcasting generic messages to as many people as possible. Yet a more focused approach, such as posting in a niche LinkedIn group, can be more effective.
More Twitter chatter:
(A) Both! =) Personas tend to be at any industry level as they represent a specific person, their role/pains/motives. #Eloquestions
Targeted marketing used to be a case of dividing a contact database along generic criteria such as age, gender, job role or location. With a ‘best guess’ approach, marketers could bombard their leads with product information.
But now, marketers have to go ‘beyond demographics’. Prospects are busier than ever, and non-personalised emails which don’t look relevant won’t get opened. Narrowing in on your target market takes time and effort - analysing data to see who’s engaging with your content is an ongoing process.
Some leading companies take targeting as far as writing unique marketing content for individuals. For example, some salespeople tweet a personalised message when their lead management software alerts them to a prospect who has just left a particular webpage. This is a big investment of time, but it can pay dividends.
According to Gartner Research, event-triggered marketing can potentially save 80% of your direct mail budget.
More Twitter chatter:
(A) We often find frequency increases when you introduce automation. Measure engagement by persona to reduce unsubs
(Q) Thanks @robheerdegen, understand segmentation in line with Persona's is key. Currently hitting 1per wk incl nurture comms What do you think?
Join the next Twitter chat Friday the 28th of March at 4pm GMT/11am EST. Follow and tweet your questions @DeSheliaSpann including the hashtag #Eloquestions.