Good morning, and it’s prediction time.

I’m working on a feature about the changes wrought by the pandemic to both B2B and B2C digital marketing, and how long those changes are likely to persist.

One question I couldn’t resist putting to people was about the upcoming holiday season and special shopping days. Engagement with digital marketing has been high for the last six months, and seems likely to be high for the holidays. But that’s engagement. What will conversions look like, given the economic squeeze.

To be fair, most of the people I spoke to said, in effect, “Good question, who knows?” But I thought some of you might be willing to stick your virtual necks out. Please send me predictions at kdavis@thirddoormedia.com

Kim Davis
Editorial Director, MarTech Today

 
 
 
Email
 

How to bring more value to your email marketing

In our recent MarTech Live discussion of the state of email marketing, we took a deep dive with our guests April Mullen (SparkPost) and Michael Barber (Barber & Hewitt) into the potential of AMP emails. AMP allows senders to embed interactive and dynamic features like surveys, carousels and purchase buttons in the body of emails.

One drawback with using AMP is a lack of standardization between email platforms, which is needed to deliver similar content experiences to users. In particular, said Barber, “[Generation Z] is not going to work with a post-click environment, it is not an experience they are used to.”

Mullen agreed: “It is really important that we make email more active with a higher utility value,” said Mullen. “And all quality campaigns have to look to convert directly from the inbox.”

Read more here »

 

Webinar Tomorrow: 3 Data-Driven Ways to Capture More Demand in Today’s WFH Environment

MarTech Today’s Editorial Director Kim Davis and John Steinert, CMO of TechTarget, will discuss how relationship building has changed in the era of COVID and how intent data is playing a critical role in successfully connecting brands to real buyers. In this webinar, they’ll dive into 3 ways that intent data at the opt-in prospect level can help you succeed in today’s landscape.

RSVP Today »

 
B2B
 

Stop forcing your B2B marketing org structure on your buyer’s journey

Considered B2B purchases are driven today by a decision-making unit of at least six, and perhaps up to 20+ pros at each account. According to Gartner, the amount of time a buyer spends with any one sales rep may be only 5% or 6% of the buying cycle. The pressure is on Marketing to deliver the 17 to 20 touches per buyer at different points in the buying journey to make and advance the connection. 

The problem, says Scott Vaughan, Chief Growth Officer at integrate, is that many marketers are stuck in an outdated organizational structure, geared to delivering “campaigns” channel by channel. That’s how marketing orgs work, but it’s no longer how buyers buy.

“In a siloed marketing organizational structure, we’re no longer connecting to our buyers across the channels they are using to research, evaluate and validate options,” says Vaughan. “And, deploying an account-based strategy across multiple channels, buying groups and accounts is nearly impossible when our teams are driven by outcomes from one channel.”

The first step to a solution: connect the data.

Read more here »

 

Insights to reimagine your holiday 2020 planning

Sponsored by Microsoft Advertising

The holiday consumer’s journey starts with search. As the pandemic continues, your brand should be relying on it more than ever. To help you navigate this uncertain environment here’s five insights we’ve generated at Microsoft Advertising to help your holiday planning:

  1. Holiday retail sales often stay strong even when consumers say they’re cutting back
  2. Consumer preference for online shopping will boost e-commerce sales dramatically
  3. Consumers want contactless shopping
  4. Plan your campaign around holiday shopping trends
  5. People want to purchase from brands they trust

Read More »

 
DAM
 

What Digital Asset Management is and why marketers should care

Digital Asset Management platforms, often called DAMs, are software programs that store, organize and enable the more efficient use of an organization’s entire library of digital assets. A DAM is the “single source of truth” where marketers can find every relevant version of the media assets that have been created for the brand.

In 2020, enterprises are using DAMs in a variety of ways. Marketing agencies might leverage DAM technology to help their customers maintain consistency across in-house content and creative developed by partners. B2B businesses might use DAMs differently, drawing on the benefits of a centralized hub for sales collateral and event marketing materials.

Their utility has grown exponentially — especially for global and distributed organizations — now that most DAMs are cloud-based offerings rather than, as previously, on prem.

Learn more about DAMs in our all-new Martech Intelligence Report, a buyer’s guide featuring in-depth profiles of 13 different vendors.

 

Deliver exceptional customer experiences

Join us October 6-8 for 80+ tactic-rich sessions, empowering keynotes, virtual networking, and more… all free. Check out the MarTech agenda!

See the agenda »

 
 
 
Quote of the Day
 

“Quit looking to monetize podcasts, it is there to give you an audience; not to increase revenue.” Sky Cassidy, co-host of the podcast If You Market They Will Come (from an MTT interview).