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June 3, 2020

Good morning, we’re getting back to martech today with a look at agile strategies,

Is your MOPs team spending more time putting out fires and constantly managing new requests instead of following consistent processes and practices? If so, you — or your team leader — may need to get more comfortable saying “no” to truly embrace an agile marketing approach. 

“Agile systems can be immensely helpful here. The trouble is that if everything is a priority, nothing is. When we’re trying to do ten things at once, they’ll all end up taking ten times longer than if we were focusing on one thing until it’s done,” said founder of AgileSherpas and agile coach Andrea Fryrear. 

Her team recently released its second annual State of Agile Marketing report, and found that marketers cited “current processes not working well” as a leading barrier to adopting an agile approach, second only to lack of education and training.

“We’ve seen similar data over the past three years of doing the report, and I think it speaks to marketers’ high level of busyness,” said Fryrear. She recommends taking one of two approaches to enable a more agile strategy: Identify a Team Lead to manage the backlog and determine which projects take priority, or enact “short sprints” that last for one to two-weeks, where MOPs teams are allowed to put up guardrails around their work efforts.

By the end of March, Verizon reported its network was seeing more than double the number of phone calls each day. What does such a significant increase in call volumes mean for marketing technologists? That the “new normal” in terms of business communications may involve more phone call interactions between consumers and brands. To keep up with business insights, digital marketers may need to pay more attention to inbound calls as a marketing channel. 

If this is something your team is hearing more about — and you’re looking to add call analytics platforms to your martech stack — check out our Enterprise Call Analytics Marketers Guide. 

We have more for you below, including a Soapbox from Bill Dinan and the latest news from AppsFlyer.

Amy Gesenhues,
Senior Editor
 
 
 
Soapbox
 

Don’t kick SMBs to the curbside – for many, it’s their new lifeline

As many states are beginning to ease their COVID-19 stay-at-home orders, local businesses that rely on in-person touchpoints are investing in strategies to enable consumers to pick up goods curbside. This move is important as many consumers continue to remain at home. In addition to offering curbside pick-up, many local businesses are also having to expand and evolve their market and product offerings to remain afloat.

While technologies that exist to enable curbside pick-up have been around for years, they have historically catered to the Target’s of the world and are not error-proof. As local businesses embark on curbside service to either re-emerge after being shuttered for more than a month or as an additional revenue stream, most are having to adopt or improve an e-commerce site, including a fulfillment center, that is then integrated back to a curbside app. For a small business or a local franchise now looking at these technologies to enable efficient curbside pickup, they require solutions that are geared to getting it up and running without IT support and infrastructure, as well as efficient implementation and ease of use. 

What we are now seeing is an unprecedented market opportunity for small business technology and marketing providers to support the innovation and adoption of technologies that will enable curbside pick-up as well as the marketing and operations side of a local business. Handling online orders, managing the supply chain and fulfillment and interaction management – and then efficiently running a well-timed curbside pickup – will require SMB-focused solution providers to up their game in terms of product innovation, delivery, customer service and review management.

– Bill Dinan is president of the not-for-profit trade association Localogy
 

How Digital Transformation Empowers Brands To Deliver To Consumers With Urgency

We’re living in a world disrupted by factors out of our control. But in the wake of a pandemic, companies still need to deliver – and with urgency. As shoppers navigate their interrupted world, they are changing the way they browse and shop for products. With delivery and curbside pickup turning into the preferred, and sometimes only, option for shopping, the integration of physical and digital channels in the supply chain is now more critical than ever. Join this webinar to discuss how disruptive changes to the CPG industry during the pandemic have accelerated the need to transform the way we do business.

RSVP Here »
 
MarTech Minute
 

AppsFlyer gives gaming app developers insight into their Facebook ad spend

Attribution platform AppsFlyer has partnered with Facebook Audience Network to offer campaign-level ROAS measurement for gaming app developers. The insights will give the marketing teams behind gaming apps a more holistic view of their ad spend and in-app revenue. “With measurement being the precursor to optimization, together with AppsFlyer, we’ve taken the initiative to create a product that helps game marketers and publishers understand the effectiveness of ad campaigns they run on the Audience Network platform,” said Facebook Audience Network director of product management Mat Harris. 

Why we care: This is the second major announcement from AppsFlyer in the last seven days. Last week, the company rolled out a campaign management integration tool that allowed it to integrate with ad tech providers like Bidalgo, Algolift, Bidshake and Appsumer. With the added Facebook Audience Network capabilities, not only is AppsFlyer giving gaming developers more insight into their ad campaigns, the company is continuing to build out its platform to position itself as a leader among attribution solutions. 

In other news …
 

Traveling in Q4? [Survey]

For most marketers, attending in-person events is a key component to their professional development. But COVID-19 has significantly impacted the ability to travel, at least for now. How are you thinking about and planning your fourth quarter event schedule?

Take the survey »
 
 
 
What we're reading
 

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

Data Management May Sound Boring But It’s Crucial for Marketing Success – CMS Wire

What Do Hacking And Malware Have To Do With Ad Fraud? – Forbes

Atlassian launches new DevOps features – TechCrunch

Covid-19, NFC, and the Future of Contactless Payments – Practical Ecommerce

Talkspace ends Facebook talks to protest content moderation policy – Mobile Marketer

The California Data Broker Registry’s Growing Significance For Ad Tech – AdExchanger
 
 

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