Inside the cave – How analytics, campaigns helped Obama’s election victory by Samit Malkani

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I don’t think any campaign gets bigger than the one to win the White House. Here you go on the details that made it happen. Here’s an inside view of how it all happened. Great learning for marketing folks who are involved in data, analytics, digital and campaigns.

Inside the Cave

On demand marketing. The future is evolving right before our eyes!

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The recent issue of McKinsey Quarterly explains how marketing needs to be ready for new kind of customers.

Meet Diane. The connected, always on, read-to-spend, 25 year old. She meets a friend in a cafe and is impressed by her new headset. She scans a QR code on the headset using her phone and is instantly connected to a website that lets her wear on a virtual version of the same headset. As she checks out the various colour options she is invited to share a picture of her wearing the headset on Facebook, for a small incentive. Once she gets a few likes from her friends she is ready to make a purchase.

She uses the location tab on her phone to look for the best price in the neighbourhood and heads out to make a purchase. As she starts to use the headset she is asked to register as a user and get some incentives for doing so.

The story goes on. How Diane can now be converted into a brand evangelist and become an influencer for the company.

The story lists out four key steps to how marketing is changing.

  1. Now (Most of our needs are triggered when there is really no traditional marketing medium in front of us)
  2. Can I (How new tools like virtual trial rooms are connecting the real and virtual worlds in an almost seamless way)
  3. For me (When I, as a uniquely identifiable individual, can receive special incentive for buying something I like)
  4. Simply (How everything is so simple and seamless that anyone with a smartphone can engage and experience products and services in ways that was never possible before.

Read and download the recent issue of Mckinsey Quarterly from this link

No reply email addresses. Not anymore…

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We have all hit a do-not-reply-to-this-email message when registering on websites and some marketing emails. Econsultancy thinks this is a bad idea. According to this post there are five BIG reasons why a no-reply address is a bad idea.

  1. No-reply messages could land your email in spam
  2. If you have a clear return path, you could receive out-of-office replies
  3. Some people could save a no-reply address to their address book
  4. A no-reply address could make you look like a customer unfriendly company
  5. In some countries you could be legally obliged to have a reply option on any mail you send out

Read more for some seriously valuable advice

Marketing: Partner your clients better by knowing what they are getting ready for

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In an interesting article by Forbes  – CMOs: Are you a next generation markter?, it clearly outlines what are the skills needed for CMOs in the coming few years and we as their partners need to know, learn and be prepared to partner them better than anybody else.

In a recent report by Heidrick and Struggles, the firm suggests that for CMOs to prove their value, “they must tie their marketing plans closer to business results, influence adoption of their brand strategy across (the firm)…, and engage technology and sales peers.

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Big Data’s Effects on Direct Marketing

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Nowadays, marketers have access to an increasing number of channels to send direct, personalized messages and engage prospects and customers in one-to-one conversations. Big Data Big Data’s Effects on Direct MarketingWith each log-in, interaction, click, or message sent, data is being distributed and received. Each day, 354 billion corporate emails, 400 million tweets, and 1 billion Facebook posts are created. This presents marketers with an opportunity to gather this mass of data and use it to their advantage when creating and executing direct marketing campaigns.

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7 Don’ts for Email marketers

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Email, the blast ‘em out and collect the money standby of direct marketers, just got a lot more complicated.  Challenged by emerging technologies and plain old routine, email marketers have to step up their games to maximize ROI in a time when consumer behavior changes like the seasons.

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Retail Section: Safeway Truly Understands the Power of Customer Data and Engagement

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Safeway’s customizable marketing program, and her efforts promoting value and boosting the chain’s image as a health-and-wellness solutions provider, SN has named Dietz the winner of its 2013 Marketer of the Year award.“It was an idea that started several years ago as a cross-section of the rise in digital media, and people being very connected through the use of their cell phones and computers, and then this whole idea of personalizing and developing one-on-one relationships with our customers.”

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