Archivio: aprile, 2014
Segnalazione veloce di una chiacchierata digitale fatta con Stefano Vitta di Amplr sui temi del content marketing.
Buona lettura
Rise of the Marketing Platform è un articolo che alla fine pubblicizza la piattaforma di un vendor, però contiene una buona analisi delle opportunità offerte dalle moderne tecnologie a supporto del marketing.
Riporto uno schema sintetico ma efficace sulla trasformazione del marketing.
Ma cosa dovrebbe fare una moderna piattaforma di marketing?
UNDERSTAND: Track customer identity, contacts, and context across every digital, social, and mobile channel — then organize this information into a single, open data repository.
ORCHESTRATE: Design and coordinate engaging customer experiences and continuous conversations that take each customer on a personal journey over time – and do this in an organized, automated way.
PERSONALIZE: Deliver relevant, personalized content and messages across channels and devices.
MANAGE: Support the operational aspects of running a marketing department. Plan the marketing calendar, coordinate content, track investments, and tie the marketing budget directly to results.
OPTIMIZE: Measure and maximize marketing ROI across channels. Attribute outcomes to each marketing experience, regardless of which application handled the interaction. Support data-driven decision making at the speed of marketing.
LEARN: The pace of change in marketing isn’t slowing down, so the platform also needs to give guidance, best practices, and knowledge to help marketers keep up.
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