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Emily Nash

By: Emily Nash on December 27th, 2016

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Top 3 Demand Metric Analyst Briefs Of 2016

Analyst Briefs | Marketing Automation | Personalization

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

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We wanted to take a look at what our audience enjoyed the most in 2016 from our Demand Metric Analyst Brief series. Overall we had topics ranging from personalization to thought leadership and many topics in between. These are quick one-hour live discussions that are captured and made available for on-demand viewing at any time. Based on a few key factors like number of attendees, number of registrants, and downloads we were able to determine the most popular briefs to date. In order to save YOU time, we are sharing a high-level view of what you might have missed in 2016.

Analyst Brief #9: How Is Personalization Changing Brand Communication

The concept of personalization in marketing has been around for twenty years, but the definition has become more refined. At first it was defined as the automatic tailoring of a site to an individual.  Now we define the practice as a real-time solution that suits the individual’s needs while guiding them through a conversion funnel.

According to Demand Metric, over 60% of marketers report using some sort of personalized content in their marketing efforts and over 80% say it’s extremely effective. While personalization been around for a while, it’s becoming more mainstream.

Personalization can be experienced from the persona or demographic level. For example, one website serves up different content based on male and female users. Further into the funnel, personalization can address the stage of the customer journey by showing different content to members and non-members. At the most personalized lead level, an individual can receive a personal email greeting with content tailored to them.

It’s important to start simple with name, location, and purchase or download data when collecting information in the beginning of building out a personalized effort. There are two big  reasons for using personalizing content. From a philosophical approach, the content is more human and warm; it gives digital content warmth. From a practical stand-point, it’s more engaging which leads to more conversions.

If you are nodding your head when asked if you are still sending out bulk emails to everybody in your database - then maybe it’s time to consider a shift towards personalization.

Analyst Brief #3: Interactive Video

When compared to other types of content, video converts better. Going one step further, interactive video incorporates elements that allows the viewer to click, swipe, respond, vote, or engage. Examples include shoppable video, educational with a quiz incorporated, or entertaining where participants can choose a path within the video.

Of more than a dozen types of content that includes everything from webinars to case studies, interactive video proved to be the most effective and engaging according to a study done by Demand Metric. Interestingly, the adoption is strong and one in five reported utilizing this medium with the latter reporting budget, lack of skill, and understanding as their reasoning for not adopting the technology.

The top two reasons for investing in interactive video are for driving engagement and customer training. If you are thinking of taking the next step into interactive video for your audience: have a clear objective, expect challenges in the beginning as you gain experience, and measure your results. Consider interactive video as one tool in your toolkit that will give you an edge in producing longer viewing time (and longer time spent on your website), greater sharing of content, incorporating audience behavior tracking and understanding, and even virality.

Analyst Brief #5: Marketing Performance Management

Not everyone does marketing performance management effectively and equally. When marketing performance is taken into account, there are three distinct groups of marketers that are either ahead of the curve or completely reactionary. The more strategic and data-driven your marketing, the more effective your efforts are considered for the organization as a whole.

According to Demand Metric, there are three types of marketers. These are the value creators, sales enablers, and campaign producers. Value creators not only measure important metrics, but they track more than just how many emails and tweets went out. Value creators go further into the data analysis to provide real value through metrics that include return on investment, share of wallet, and even predictive analytics in the most advanced cases. Sales enablers are the middle of the pack group that create value for the sales team through lead generation. The type of marketing team that reacts to internal needs by producing newsletters, sales sheets, and emails are primarily seen as a business expense and have the least leverage among all three groups; they are seen primarily as a business expense without adding value.

One in five marketers consider themselves value creators and these marketers enjoy the most support from the CEO or CFO. Top marketers excel at strategy, planning, data management, reporting, and competitive intel. It should be noted that a key piece of their marketing infrastructure is marketing automation. Having the right tools like marketing automation can be the difference between facing critics in budget meetings or producing real value metrics that directly adds to the bottom line.

Summary

Based on interest indicators of these Analyst Briefs done by Demand Metric in 2016, we can determine that you are thinking about incorporating personalization practices into your marketing efforts, that you are in the know with industry trends - that video is a huge growth area - and you are interested in adding value to your organization through marketing performance best practices (and how marketing automation can help with that).

By diving into the top studies done in 2016 by Demand Metrics, we have the largest opportunity to answer your most pressing quesitons. Based on our most attended briefs, you wanted to walk away with a better understanding of how to delight, engage, and measure your member's experience with your brand. Over the last year, we produced nine incredible analyst breifs with the aim of providing you valuable insights to ultimately help drive your goals forward. We look forward to your attendance at the next Demand Metric Analyst Brief in 2017.

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About Emily Nash

With a unique background in start-ups-to-studios, and consulting-to-corporate settings, Emily specializes in solving for unknowns, pioneering new services, and collaborating with marketers and strategists. In her community, she served on the board of American Institute for Graphic Arts as their Communications Director to help promote networking and mentorship opportunities for area designers and creatives. She’s also a co-producer for Rethink Association, a podcast for associations.