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The EX Squared Solutions Blog

Innovations That Will Soon Lead Marketing Technology

February 9, 2017 | Posted by Lisa Carolan

Every major technological breakthrough has changed marketing. Consider how marketing campaigns were conducted prior to the invention of radio and television: display ads in newspapers and magazines, printed brochures left on doorsteps, signs in store windows, door-to-door salesmen, ads in local phone books and similar low-tech methods. The Internet, mobile devices and the Internet of Things have all been innovations that have altered the way that marketers deliver their messages, interact with consumers and built long-term relationships.

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Topics: Marketing Technology, Digital Marketing

5 Marketing Technology Predictions for 2016

February 17, 2016 | Posted by Lisa Carolan

Rumor has it that 2016 is going to be a big year for developments in programs and tools that merge marketing and technology. Marketers and tech firms have now had close to a decade to study modern online trends and habits. As a result, we can expect to see streamlined technology that empowers marketers to use data like never before. It is safe to say that anyone who was questioning the relevancy or effectiveness of social media marketing has been silenced by now. The latest debates in the marketing world are centered on how to best utilize popular platforms to get new views and build brand loyalty among existing clients. If you live in the marketing universe, take a look at the five concepts you can expect to hear a lot of buzz about this year. 

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Topics: Marketing Technology

Marketing Technology – Your Best Friend or Worst Nightmare?

February 5, 2016 | Posted by Lisa Carolan

The trio of a solid CRM program, an engaging website and innovative technology that are tailored to the way you do business has often been cited as the winning formula for successful lead-to-revenue marketing. For many businesses, the most challenging of the three is the technology fork. With hundreds of available software packages vying for the attention of businesses, making the right marketing technology decisions has become more of an art than a science. It is arguably more difficult than ever to identify which software is most likely to provide the greatest return on investment.

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Topics: Marketing Technology

Advocate Marketing Technology - The Key To Customer Engagement

February 3, 2016 | Posted by Lisa Carolan

A notable Hebrew quote considers “If I am not for myself, who will be for me?” Unfortunately, many businesses take this literally, devoting a great deal of budgetary and staff resources to tooting their horns. However, this function can be accomplished far more efficiently (and often for free) by satisfied customers.

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Topics: CMS, Marketing Technology

5 Tips to Help Make the Right Marketing Technology Decisions in 2016

January 29, 2016 | Posted by Lisa Carolan

We’ve come a long way from ads in the Sunday paper and on billboards in the last decade. Today’s marketers have to be innovators if they want to broadcast their messages using the thousands of popular channels that dominate the media landscape today. The days of captivating your audience with a stunning picture or moving tagline are over. If you’re a marketer, you’re a digital marketer. Grabbing an audience is now all about using the right technology. What’s more, technology can actually help you better serve clients once you’ve managed to get their attention. Marketing automation is based around anticipating and fulfilling needs. The technology at your fingertips in 2016 can help you trim the fat from your marketing efforts so you can focus on finding the right audience in the right places. Here are some of the key factors you need to keep in mind if you want to successfully build a strategy around marketing automation:

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Topics: Marketing Technology

3 Steps to Effectively Audit Your Marketing Technology

October 20, 2015 | Posted by Lisa Carolan

A few decades ago, marketing professionals did not need to know much about technology. In fact, 30 years ago, there was little that the tech world could offer marketers that provided substantial benefits for them on a day-in, day-out basis. 

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Topics: Marketing Technology

Tracking Pixels: What Price are You Paying for the Data Collected?

September 11, 2015 | Posted by Adam Graham

You can call them tracking pixels, clear gifs, 1x1 pixels or web bugs. They have been in use for almost as long as cookies have been used to collect and store data about visitors to your website. In this, the era of big data and cross-channel analytics, tracking pixels seem like a terrific way to obtain the in-depth information that you need to assign attribution or offer visitors a personalized experience or provide that Holy Grail report you’ve been pitched from the latest company to contact you about the latest & greatest tracking technology. Used properly — meaning used in moderation — tracking pixels can fulfill their function well. The problem is that marketers tend to overuse tracking pixels to the extent that the site's performance is negatively impacted and tracking data is siloed across many different tracking pixel providers.

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Topics: Marketing Technology, Marketing Analytics

Single Customer View: The Missing Link to Cross-Channel Success

September 8, 2015 | Posted by Adam Graham

Marketing to customers in the digital age requires reaching them on their "channel of choice" in the proper context at the proper time. To do this effectively, you need a holistic, accurate view of your customer. However, a study, conducted in 2015, found that a mere 6 percent of the marketers surveyed have achieved a panoramic, single customer view. Without an integrated, cross-channel view of your customers, you cannot plan campaigns that offer the degree of contextual, consistent and relevant personalization that customers are increasingly demanding. 

You cannot compile a single customer view by taking fragmented tidbits of data from separate touch points and attempting to compile them into a complete picture. One purchase, one tweet and one email from the customer do not tell you what you need to know. What about all of the other touch points? Has the customer visited your Facebook page, shopped in your physical store or interacted with your in-store kiosk? Does your customer access your website from his desktop computer or his smartphone? Did he visit your website to read your blog or search for product specifications? How long did the customer remain on each website page, and how many times did he return? How many orders has he placed, how much did he spend on each order and how often did he place an order? These are the types of questions you need answered if you want to create a single customer view.

You will face challenges when you move toward a single customer view. Marketers have identified the three primary challenges as insufficient data quality, siloed teams, and problems linking all technologies used. Fortunately, each of these issues can be addressed; although, it is normally best to break them into small, manageable pieces that can be resolved independently instead of attempting to handle the entire challenge in one massive push.

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Topics: customer engagement, Marketing Technology, Customer Experience, Marketing Analytics

Using Cross-Channel Analytics for Targeted Marketing

August 12, 2015 | Posted by Adam Graham

Companies are spending more money than ever on marketing analytics and mobile ads, and this spending trend is expected to increase in the next few years. The outlay for these two things is linked. Most marketers understand how much traffic they receive from mobile devices and the types of devices their visitors use, but many are lagging behind in tracking users across different channels and identifying the same users across desktop and mobile app usage. This data is vital as marketers operate in changing technologies, because understanding how customers engage with the brand allows greater efficiency in targeting ads and better marketing campaigns. 

Understanding how customers arrive at a purchasing decision allows companies to spend marketing money wisely. Without the right cross-channel analytics, companies are left without the resources they need to make those decisions. A customer's purchasing journey may start with a TV ad, but the path rarely goes directly to the store from there. Customers may research a brand and its competitors online, often on multiple devices. They may interact with a mobile ad on their phones or tablets. While on their mobile devices or computers, they might get good word-of-mouth reviews from their social media networks. As interest grows, targeted ads keep customers reminded of the brand, which may then culminate in a purchasing decision.

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Topics: customer engagement, Marketing Technology, Marketing Analytics

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