Good morning, do you know what channel your customers prefer for communicating with your brand?

Consumers prefer email and text when talking to brands, according to new research from Twilio. Understanding how, when and where our audience wants to hear from us is critical to keeping them engaged. Channel, frequency and timing have a heavy influence on consumer sentiment; 94% of respondents indicated that they are annoyed by the current communications they receive from businesses.

Context also plays a critical role in determining how to communicate with consumers — 83% of respondents said that while they prefer email, texts are twice as popular for urgent messages, including shipping updates or appointment reminders.

Is it time for your organization to consider adding a Journey Manager to your customer experience team? Kerry Bodine, a customer experience expert and coach, advocated for the new role at DX Summit in Chicago. “I would argue that every single thing your organization does influences the customer journey,” said Bodine. 

Bodine’s view is that customer goals naturally cross over different departments or silos, highlighting the fact that the business itself is secondary to whatever it is a customer is trying to accomplish. A journey manager is essentially a product manager focused on journeys who can understand the customer’s needs, identify gaps and create a long-term vision for the customer journey process.

Salesforce has launched a new content management platform, the Salesforce Content Management System. By entering the CMS space, Salesforce seeks to give content marketing teams a tool that anyone can use to create personalized content powered by Salesforce CRM data. The company describes it as a “hybrid” CMS, meaning users can create, manage and deliver content on the platform and distribute it out to other digital platforms, both within and outside of the Salesforce environment. Marketers using Salesforce CRM will be able to create more personalized content at scale via the new CMS.

In our look at the ad tech trends rounding out 2019, programmatic growth, measurement standards and privacy implications are top-of-mind for many marketers. As digital ad capabilities become more accessible and effective, both sell-side and buy-side players are shifting to embrace more advanced solutions such as programmatic advertising. Powerful third-party platforms and tools have enabled advertisers to expand the efficiency and effectiveness of media programs, even as the complexity of the programmatic value chain evolves. 

Lastly, please take our second-annual Amazon Advertising survey. It will just take 10 minutes of your time! 

We have much more for you below, including your Pro Tip on surviving the holiday email slog, a look at the top damaging factors cited by marketers when it comes to marketing success and a curated reading list to keep your mind sharp over the weekend. 

Jennifer Cannon,
Senior Editor

 
 
 
Pro Tip
 

Survive the holiday email slog with your own personal touch

“Don’t be just a cog in the wheel of your organization’s deployment of campaigns to make a buck. Be the wheel, the one that drives the gears that move your program forward,” encourages Ryan Phelan of Origin Email. “Try to find one campaign a week to put your mark on. For instance, look for a trigger where you can change the text to reflect the season. Or consider an automation that you’ve always wanted to do. The goal is to choose a campaign that can give you a good sense of impact thanks to high seasonal traffic.”

Learn More »

 

eBook: An Identity Buyer’s Guide for Data-Driven Marketers!

Sponsored by Acxiom

Identity is the cornerstone for marketing success. It’s the ability to recognize and understand customers, prospects, and other visitors across channels and devices. This eBook poses key questions for marketers to effectively reach consumers to: increase conversions, improve customer lifetime value, and improve customer retention

Read more »

 
Indicators
 

Marketers consider attribution challenges, lack of insights as top factors hurting the success of their marketing efforts

Research by CallRail analyzing common pain points among today’s marketers found that despite having the right toolsets in place for marketing execution, over one-third of marketers say ineffective attribution capabilities is one of the most damaging factors to their marketing efforts. 

“What we are seeing from our data is that marketers don’t feel equipped to discern which tactics are effective and which ones aren’t,” says Mary Pat Donnellon, chief revenue officer at CallRail. “Nearly 40 percent of marketers say a lack of insight into the effectiveness of tactics is the single biggest detriment to their marketing efforts. In addition, 45% of marketers believe their company spends a good portion of their budget on non-effective tactics. 

So what should marketers do? Marketers need to ensure they are able to track and capture attribution at every conversion point on the buyer and customer journey. This includes web forms, chat, social media and phone calls. Otherwise, they will miss out on the key insights needed to drive performance and risk wasting marketing dollars on ineffective tactics. They also need a platform that makes this simple and easy, as our data points out that 75% of marketers say they spend too much time trying to gather and understand their performance across multiple systems.”

 

Take The Amazon Advertising Survey

Help us chart Amazon’s growth as an advertising platform! Please fill out our survey to help us understand how marketers are prioritizing Amazon and other digital commerce advertising platforms.

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Only a CDP Can Enable a Unified Customer Experience – CMS Wire

Technology Is Creating A Marketing Identity Crisis: Here’s How CMOs Can Define Their Role – Forbes

Tech investing pioneer Hutchins bets on blockchain – Reuters

Sally Beauty expands AI try-on tech to 500 stores – Mobile Marketer

The Trust Crash: How Our Platforms Are Failing Us At Every Level and What We Can Do About It – Street Fight

A Simple Question No One In Ad Tech Will Answer – AdExchanger

Why Lyft decided to build their own internal martech platform – Chief Marketing Technologist

How the Google walkout transformed tech workers into activists – LA Times