Will Scully-Power

Ryanair To Target Ads On Boarding Passes using demographic data
February 28, 2011, 4:43 am
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Segmentation | Tags:

In a move to boost revenue from sources other than ticket sales, Irish budget airline Ryanair Holdings PLC is teaming up with a travel-media company to sell targeted advertising aimed at passengers booking and checking in online.

London-based Ink, the world’s largest producer of in-flight magazines, is working with Ryanair to offer ads that can be customised according to a traveler’s route and demographic data. The ads will appear online and on home-printed boarding passes.

Many airlines do similar things, but the Ink’s approach aims to tailor pitches much more precisely to an individual traveler to generate higher ad rates.

More: http://online.wsj.com/article/SB10001424052748704271104576155652889969370.html?mod=rss_media_marketing



Marketing Automation Adoption on the Increase
February 28, 2011, 3:59 am
Filed under: #mktgcloud, Datarati, Marketing Automation | Tags:

Marketing Sherpa’s 2011 B2B Marketing Benchmark Report contains some interesting stats about  the state of marketing automation adoption.

The report identifies what percentages of CMOs have established formal and informal marketing automation processes, and what percentage has not established any processes.

According to the report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation.

79% of CMOs have established some kind of marketing automation process. In previous posts we have mentioned the importance of establishing a marketing automation process before purchasing software. 21% of CMOs who have not established a repeatable process for performing marketing automation may fall under a number of categories like…

  • Not impacted by the top challenges facing the majority of CMOs today, like marketing to a growing number of people involved in the buying process or marketing to a lengthening sales cycle.
  • May be behind in changing their marketing processes due to challenges within their organization.

More: http://marketingautomationtimes.com/2011/02/27/marketing-automation-adoption-rises/


Why Most Facebook Marketing Doesn’t Work
February 28, 2011, 3:49 am
Filed under: #mktgcloud, Datarati, Social Media | Tags: ,

First, deep campaigns don’t work. Digital agencies love deep, expensive campaigns on Facebook, with tons of pages, interaction, and art. It fits in with how agencies build microsites and websites, and justifies the $100,000-plus price tag that they like to charge.

Examples include lightweight games, prediction contests, treasure hunts where you include friends, and such.

Unfortunately for agencies and the brands that drop a lot of cash, Facebook users decidedly don’t like deep campaigns.

More: http://www.readwriteweb.com/archives/why_most_facebook_marketing_doesnt_work.php

Social Media Data Works If Segmented To Key Groups
February 27, 2011, 11:55 pm
Filed under: Datarati, Social Media | Tags: ,

Social media programs generate a torrent of data from fans to wall posts to rate of pass-along and poll results. A Social Media Insider column by David Berkowitz two years ago actually listed 100 different metrics for tracking activity in the category. But how should all that information be sifted and presented within an organization?

That’s a question Forrester analyst Nate Elliott tackles in a new report recommending that social media reporting should be geared to the different internal audiences they are shared with. He breaks them into three basic groups: online community managers and social strategists, interactive marketers and marketing executives and C-level officers.

More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145637

Foursquare at the Movies
February 27, 2011, 11:26 pm
Filed under: #mktgcloud, Social Media | Tags:

Using Marketing Automation to Increase the ROI of your CRM Database
February 21, 2011, 11:48 am
Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud | Tags:
After adopting a CRM, many companies begin to experience more productivity and receive an excellent return. But could they be getting more?

With marketing automation, you can greatly increase the ROI of the investment on your CRM. Not only can marketing automation help you run more campaigns and send more qualified leads to sales, it helps you:

  • Convert. Pass more qualified leads to sales by prioritizing them in your CRM system
  • Automate. Save time and money by automating manual campaigns
  • Nurture. Automated nurturing develops leads who are not ready for a sales call
  • Prove. Provide bottom-line information on marketing and sales activities

Linkedin more valuable than Facebook through Analytics?
February 21, 2011, 11:22 am
Filed under: #mktgcloud, Analytics, Social Media | Tags: ,

Facebook is not particularly regarded for its ability to give its members value back on their own data.  While it’s very easy to get data into Facebook, it’s very difficult to get data out and in a meaningful way.

Simply charting your friends’ geographical spread is difficult (join theFacebook Data Team page to stay appraised of the latest).  Beyond suggesting new friends, Facebook does little to share back with the community the incredible insights it gathers about its users.

LinkedIn’s approach to data is quite different.  The LinkedIn Analytics team has been hard at work understanding your data trail, and they are not shy to share these analytics with you.  My favorites include LinkedIn’s  “Signal,” “Career Explorer,” “InMaps” or “Skills” which launched most recently.

Each application exemplifies LinkedIn’s drive to fulfill its vision – better connecting business people, through analytics.  The above applications showcase that, by using clever algorithms, members can be presented with insights that anticipate their questions and connect with others more efficiently.

More: http://blogs.forbes.com/ciocentral/2011/02/16/why-linkedin-is-more-valuable-than-facebook/


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