It is no secret that one thought has crossed our mind on many occasions: We would like to predict the near future of our company, or to know what our customers want. This is possible with Machine Learning.
Companies must understand that information is the greatest resource they have, so databases are their most valuable resources.
By knowing the information of its users, you can predict consumer behaviors.
And by detecting those behavioral patterns, we can plan what measures need to be implemented.
Machine learning
Before, we used to think of an Artificial Intelligence (AI) of robots that solved problems for humans. But today, it exists as process automation, and data collection that we apply to company projections.
Machine learning, was born as an ambitious idea of AI in the 1960s. To be more exact, it was a subdiscipline of AI, a product of computer science and Neuroscience.
What this branch intended to study, was the recognition of patterns (in engineering processes, mathematics, computing, etc.) and learning by computers. At the dawn of AI, researchers were eager to find a way in which computers could learn only based on data.
We work in probabilistic reasoning, statistics-based research, information retrieval, neuromarketing. By joining all this, is created a profile style of our customers.
In this way, with AI, we are able to create alerts and projections once you recognize patterns that users have had and others go in the same line.
Nowadays, companies know that decisions are made based on data. This is why, the better the information, it will offer more value to perform the projection.
Netflix, Real Case in Machine Learning Technologies
Netflix is a great example: We understand that Machine Learning is born from artificial intelligence, and seeks to create an effect in its database.
Through different algorithms, as well as lessons learned from other users, it is capable of predetermining profiles. This is why sometimes, it recommends movies that it thinks we would like, because other people have seen it.
Even in its last upgrade, it decided to show it as a percentage, where it tells us how close or near it is to our preferences.
This is why with Machine Learning, Netflix tries to personalize your experience, based on your preferences and those of similar people.
The algorithm learns the things you like, and based on that, selects a flow of information (in this case movies and series) to display.
Consider these ideas for Machine Learning
Now that you know that you have no limit to apply the Machine Learning to different aspects of your company, we leave you a list of ideas that you can implement:
Create a dynamic and automated database with all the information that is relevant to your customers.
If you know their preferences, so when they visit your page you can offer product recommendations.
Offer products such as the probability that the buyer will look for seasonal items.
Personalized marketing is based on a simple principle: the more you can know about the customer and his behavior, the better he can serve you and will result in more sales.
Avoid money laundering. Paypal has tools that compare millions of transactions and can distinguish precisely between legitimate and fraudulent transactions, between buyers and sellers.
And if you still want to know more about AI and ML, here is a video that tells us more about it:
Performance marketing is one of the most important tools for both brands and marketers. This is based on the basic principle of paying for results, either by exposure and visibility, by interaction or by a specific action.
Performance marketing offers clarity and transparency in services. Currently, these results can be easily measured and studied. Performance marketing becomes more relevant since it is an important part of mobile platforms.
Performance Marketing is a marketing model in which the client only remunerates the company according to the results previously set.
The basic elements of Performance Marketing
There are three basic ways to execute performance marketing:
CPM: Cost-Per-Mille. This system, which means cost per thousand or per each thousand, focuses on the exposure and visibility of the brand or product. Some people argue that it is not a form of performance marketing, although the times the ad has been seen is measurable, the benefit to the advertiser beyond being seen, is not quantifiable.
CPC: Cost-Per-Click. This model (that means cost per click) is one of the most common. It is based on the number of times an ad is clicked by a user, regardless of what they do next or whether or not they complete a transaction on the site.
CPL: Cost-Per-Lead. Cost per lead. This model is paid every time the user enters the required site through the advertisement and fill out an enrollment form or the necessary steps to be part of the advertiser’s database, to be targeted by different engagement vehicles.
There is a fourth model, much more specialized, known as CPA. In the Cost-Per-Action or Cost-Per-Acquisition, the advertiser only pays if a transaction is completed by means of the advertisement.
There is also the so-called affiliate marketing, which is often confused directly with performance marketing. It is a system of scheduled advertisements in which the advertiser receives a commission for each sale generated from a guideline.
It can be related more directly to the product placement or scheduled content, or directly to influencers. Although it is still part of performance marketing, because it can be measured, analyzed and optimized, it is used to obtain better results and a higher return on investment for the advertiser. We could see it as part of an umbrella strategy of performance marketing.
So, performance marketing prioritizes getting better direct business metrics (leads, new customers or return on investment). In marketing results, good management of budgets is a key element to optimize the investment and ensure better conversions.
The brands that manage the user experience using Marketing Automation tools, achieve 451% more qualified customers.
Benefits of Performance Marketing
According to a study made by Cake Marketing, Performance Marketing has many benefits and reasons for using it today, as follows:
The conversion is instantaneous because the Marketing actions have direct efficiency.
Performance Marketing has been growing as a segment of digital advertising: Let’s stay ahead of the curve!
For every dollar invested, an ROI of eleven is obtained, according to studies.
New opportunities to earn income.
With sustained use of Performance Marketing, it will begin to add Business Intelligence technologies that will let you know better how to expand the ROI.
Many companies recommend it.
The advertiser can know in advance the unit cost of each action made with Performance Marketing that is put into play: subscriptions, likes, visits, registrations, etc.
You can use many online media such as email marketing, ads on social networks, among others.
You can have very precise control of the results.
Decalogue of Performance Marketing
Last year, the Conversion agency published this decalogue, showing the basic factors to start an adequate performance marketing strategy. Here are some of them:
Integrate the Performance in the general strategy of the company: The marketing of results should be integrated into the rest of the company’s marketing strategies. None of them can separately respond to the needs of your company.
Identify the KPI’S: It is a basic activity: Know the indicators that will help measure the actions you execute. Only then, you can optimize your campaigns.
Discover the path to conversion: Conversion is the ultimate goal of any performance marketing strategy. Identifying how to achieve this, will improve the effectiveness of your performance marketing actions.
Regroup and measure: Nowadays, it is already possible to generate millions of data and exploit them consciously. The challenge is to process and analyze these huge amounts of available data, both structured and unstructured, to give them meaning, to transform them into useful insights.
Technology & CRM: If you cross all your online marketing campaigns with your own CRM you will get a bigger control of the operation of advertising actions. And you can make the planning of subsequent campaigns more focused on users. Personalized campaigns through the integration of results with the CRM, offers results totally aimed at performance, improving the conversion ratios, regardless of the target (records, sales, reservations) because each creativity focuses on the user’s historical behavior.
Attribution models: Attribution models are a set of rules that assign, as representative as possible, the registered value of sales to each of the points of contact with which the user interacts on the way to conversion.
Omni-channel strategy: The appearance of more and more channels both in the online and offline environment through which the consumer can interact with your brand, requires creating a strategy focused on omnichannel. A user has the ability to interact with your brand in different contexts, moments and devices. And it is your job to know that it is the same person.
Constant innovation: It is important to be in constant innovation and to make adequate data management. To do this, you can already have specialized supports and tools that allow the user to be impacted through personalized messages at the time it is appropriate.
Creativity and contents: Content is the starting point. The creative content strategy must be well managed and balanced. In any case, it is important to understand that the life cycle of the content has changed: Before, the content died when it was published. Nowadays, the cycle begins once it is published.
Analysis of competition: Much of the success of a campaign based on performance marketing, comes from the continuous analysis of the competition. Knowing well the “what or how or where” your competitors are acting, is very important when it comes to making decisions.
Throughout the years, marketing developed different strategies and processes in order to reach potential customers. That’s why the Marketing Automation Software was born.
Better known as Automatización del Marketing in Spanish, we previously talked about it in our previous article:
Marketing Automation starts from the moment we attract traffic, until we generate the desired conversions with the new leads we capture through the Internet and other media and channels.
Then, it is responsible for speeding up and making the marketing processes of the companies more efficient.
Meet the 6 best marketing automation software tools that are currently on the market to automate Digital Marketing strategies.
Marketo
Marketo is a marketing software based on the cloud, so it adapts to the needs of all companies.
The Marketo platform works on the execution, management and analysis of online and offline marketing activities and interactions.
The solution integrates advanced applications that include integrated campaign management.
It also works with Email Marketing, Social Marketing, Marketing Management, Sales Insight and Revenue Analytics.
The clients of this solution come from different sectors, both in B2B and B2C environments.
They also use their applications in isolation or in combination with other applications or solutions, such as CRM.
Hundreds of companies develop applications that extend the functionalities of the platform, or make easy its integration with other systems.
Among the positive qualities of Marketo that we can mention, there are the following:
Good integration of most areas of marketing.
Easy to use and intuitive system.
Very powerful scoring of potential customers.
Customization of content blocks or parts of the design in emails.
Infusionsoft
Infusionsoft is a marketing automation and sales software.
It combines the e-mail management system (such as Aweber, Constant Contact, etc.) with the e-commerce of your website (like 1ShoppingCart), marketing through social media (Facebook and Twitter).
In addition, it gives you the super power to create “campaigns” that are planned based on the reactions of your potential customers or the ones you already have in your database.
Lead Scoring: Rate your contacts to measure your interaction.
Affiliate system: Sells more having an affiliate network.
Ecommerce: Sells your products online.
Campaign Builder: Automates your marketing and sales processes.
Bills / Budgets: Manage your documents from the contacts tab.
eTrigue
This Marketing Automation Software, through the eTrigue platform, allows to launch more marketing campaigns and generate more leads from qualified potential customers.
eTrigue effectively manages its lead generation campaigns.
It also includes the tools for lead segmentation, email marketing, lead evaluation, alerts and real-time tracking.
Some of the things you can do with this platform are:
Measures, reports and analyzes automatically.
Segmentate lead profiles based on the search.
Provide the Sales Department with detailed alerts of potential customers in real time.
Identify and monitor anonymous visitors on the web.
Create dashboards in real time.
According to its CEO, Paul Dippell, get to know how Marketing Automation allows you to improve both his business and that of his clients:
HubSpot
The tool “workflows” of HubSpot goes beyond the automation of email. It is responsible for helping you boost your growth and spend less time on repetitive tasks.
Automate the tracking of sales opportunities with gradual email marketing campaigns.
Automate your email campaigns to help your prospects move through the funnel.
Generate more qualified sales opportunities.
Create extraordinary emails without having to modify codes
In the following video, we’ll show you a small summary of what makes this Marketing Automation platform that focuses on inbound.
Silverpop
The Silverpop platform is focused on B2B, so they offer Marketing Automation solutions for small and medium businesses.
Some of the most outstanding characteristics of Silverpop for marketing automation are:
Automated lead nurturing.
Multichannel marketing.
Activity tracking of the web page.
Social Media.
Automated segmentation.
Watson Marketing is the company creator of Silverpop and its Marketing Automation system is done through Watson Assistant for Marketing.
This allows marketers to easily analyze the effectiveness and get quick information about their campaigns, being smarter sellers by working faster.
In addition, improve decisions quickly and, ultimately, offer more effective experiences to your customers.
Adobe Campaign
As you learn what your customers want, Adobe Campaign can help you use Marketing Automation technology. With this tool, you will find the path very easy.
Using Adobe Campaign, will allow you to get customers data to create, coordinate and send dynamic campaigns according to the client’s needs.
Besides, you can speed up your experience in Adobe Campaign with step-by-step learning and recommended events through guides, webinars and training documentation.
A couple of days ago, Latam Digital Marketing, was in negotiation with Adobe, achieving to make a strategic alliance to be Adobe’s first Official Partner for Latin America. This is driven by our work at the hands of Marketo.
Marketo as an ally of Marketing Automation
Even when there are endless tools, we focus on Marketo as our ally in Marketing Automation.
Marketo has settled itself as a leader among the manufacturers of Software applied to Marketing.
For some time now, the company has not stopped receiving praise and recognition from international analysts.
It is consolidated as the best Marketing Automation Software for many analysts, and has allowed us to work with clients in different countries.
Besides, Marketo allows to automate the most mechanical and heavy marketing tasks such as:
Massive sending of emails with all kinds of information about products and services: features, offers, newsletters, white papers, comparatives, etc.
Analysis and selection of the most suitable potential clients based on multiple variables: age, sex, economic level, likes and dislikes, web pages they visit, information they have requested, etc.
Management of sales with a direct orientation to the client, which is known as CRM (Customer Relationship Management).
Currently, we are Marketo’s Regional Partner for the Continent.
Lead nurturing and lead scoring
An example of Marketing Automation is the nutrition of leads or lead nurturing (chains of emails that are sent automatically after the visitors of a site carry out a specific action).
And there is also lead scoring or qualification of leads, procedure by which is evaluated in which phase of the purchasing process is located each lead that appears in the database of the company.
These two procedures are essential to convey to users the benefits that can be provided by the product or service offered by the company and bring them closer to the purchase.
In recent years, Marketing Automation continues to evolve, and demand increases.
This is because these tools not only increase sales, but generate leads according to the company’s needs.
They also allow a more systematic communication with the buyer, and work the strategies in real time.
If you want to know more about related topics, our Marketing Automation section can tell you more about the use of software to automate tasks.
Latam Digital Marketing is the right Performance Agency to grow your brand. Let’s talk about your next digital strategy!
In our digital world today, since companies discovered that they could advertise on social networks, they opted for the most efficient way to do it, and then the programmatic purchase was born.
The processes of buying media manually, have evolved to give way to the Programmatic Purchase, well known as well as programmatic ad buying. This allows the design of advertising campaigns much more precise, and with scope projections.
The programmatic ad buying can be defined as the massive and automated purchase of advertising spaces in digital media.
Actors Involved in Programmatic Ad Buying
To develop the Programmatic ad buying, we need to establish an automated relationship between all the agents that interact with it.
Advertisers: The brands that want to make public a product or service through different media.
Editors: They are responsible for the media they place in relation to advertisers brands with users.
Users: They are potential customers. They are the fundamental element that interests brands so much, to impact their messages.
How does Programmatic ad buying work?
For programmatic ad buying, assigning a value to the printing in real time, we would be talking about RTB (real time bidding).
The RTB is known as an online advertising inventory purchase model, based on bids for each unique impression.
Also, different agents are involved for each transaction (agencies, advertisers, ad exchanges, DSP, trading desks, advertising networks, media, etc.).
It should be noted that RTB is carried out in very high volumes of purchase and sale, so we talk about mass purchases.
In order to offer adequate publicity to the interests of the target, there are used things such as location data, sociodemographic characteristics, purchase history, etc. On the other hand, knowing the previous data, increases the efficiency of advertising, and also the conversion probabilities.
Then, the purchase and sale of advertising is carried out through technological platforms.
These platforms have been designed to carry out transactions mechanically. We emphasize that without the need for human intervention, only through parameters, we can make the Programmatic ad buying.
5 Reasons to Choose Programmatic ad buying
If you are still not sure about using the Programmatic Purchase, take a look at the reasons why you should start:
Each auction makes it easy for an advertiser to show a specific ad to a single consumer in a defined context.
You can plan a campaign in real time, enabling the optimization of the campaign while it remains active.
You can bid on digital media and buy them without previously negotiating a price, contracting a specific budget or a minimum number of impressions.
Costs tend to be lower than in traditional advertising purchases, increasing budget performance.
Each impression can be measured in real time, which makes it easy to define a clear objective and quantify it.
An important part that facilitates the Programmatic ad buying, is Big Data. This refers to the collection of millions of data done through the platforms.
This is why, it becomes necessary an intelligent reach of data flow. Besides, the data collected by the platforms, are grouped and related to create a supply and demand system.
Then, it is (in this new digital ecosystem) where data becomes our best ally. In addition, it allows us to reach many more digital media than with a manual purchase.
We must point out that the different processes of the traditional digital advertising buying and selling model, will continue to work.
However, the automation based on thousands of data on which the programmatic purchase is based, allows you to create smarter media buying strategies by bidding in real time.
Therefore, it is predicted that more and more actors will introduce it into their businesses, as the favorite way to maximize results and with more efficient campaigns.
Programmatic TV
During 2019, advertisers in the United States will invest 3.8 billion dollars in programmatic advertising on television, according to an eMarketer estimate, which will mean an increase of 236% compared to 2018. So, it is a new way that companies are betting on.
This increase will be benefited by the implementation of better tools to segment and deliver the ads. In addition, it allows to measure its effectiveness on all audiovisual platforms: Smart TV, mobile devices and computers.
In Spain, Smart TVs have become a reference for content consumption. In fact, a 57% of Internet users have a Smart TV and 62% have a subscription, both streaming video platforms (such as Netflix, HBO or Amazon Prime Video), and paid TV, according to The Cocktail Analysis.
There are almost 6.9 million people subscribed to cable TV, according to the National Commission for Markets and Competition (CNMC).
A SpotX report estimates that “connected television” will generate advertising revenues in Spain of 105 million euros in 2020.
As in previous posts we’ve talked about the importance of training and knowledge, Google is a platform that is not far behind.
This is why we leave you a short summary to understand more the Programmatic ad buying.
Is Programmatic something that you wanna read about? This is the purchase and sale of advertising through data-based technology, cookies and Machine Learning algorithms. Do you want to know more or read more about this?
As a Performance Agency, we work to take your brand to the next level. Contact us!
