Outbound marketing is being replaced with inbound marketing. Consumers have now the power and information at their disposal online, as evidenced by some powerful numbers from Forrester:
22% of US adults who have made a purchase in the last 3 months reported using their smartphones for some sort of product research prior to purchasing. Forrester
38% of US adults who have made a recent purchase say that they discover brands via content surfaced in search.Forrester
Inbound marketing, as opposed to traditional advertising is focusing on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and whitepapers.
This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product.
Having the greatest product in the world doesn’t mean anything if you aren’t connecting with your target audience when they need it. Inbound marketing helps ensure that when your audience is ready you are there. Outbound marketing is being replaced with inbound marketing. Consumers have now the power and information at their disposal online.
Now comes the step-by-step process of a B2B lead generation system. It’s long been known that “publish and pray” strategy of the past simply doesn’t cut it anymore!
Who your target audience is, what they’re looking for, where to find them, and how to deliver the most effective message is essential to intentional success of your inbound strategy.
Targeting is a key component of all aspects of marketing. To be more effective at targeting, one of the first things any marketer needs do is identify their buyer personas. We often struggle in accurately predicting their behavior and pursuing them as effectively as we would like. The main reason for this challenge is that we are not focusing on the right elements.
We typically know the gender, age range, job type and geography of our target. But so much elements remain in the dark (eg psychoanalytic factors that drive behaviors like interests, hobbies, values, etc).
To truly understand our target audience, we need to add those others element to our buyer persona analyses.
Only 15% of consumers are very satisfied with brands’ ability to understand the emotions that will inspire them to interact, transact and communicate with brands.
Inbound marketing requires content inspiration and creation, management, distribution, measurement, and more.
Putting aside the audience insights issue, marketers still meet problems of insufficient resources, budget and time. It takes time and skill to produce quality content consistently, hours looking for inspiration and hunting for files or assets.
Without mentioning the burden of tracking campaigns and constantly measuring analytics in order to learn and improve your campaign and continuously drive results.
Cognitive Technology is set to be a pillar of our future civilization.
By 2020, 85% of customer interactions will be managed without a human.
This is a great time for marketers to leverage AI and investigate how cognitive technology can be used in their organization to improve the quality, speed and effectiveness of what they do.
One of the better applications of Artificial Intelligence and recommendation engines comes in the context of inbound lead generation for marketing & sales.
Cognitive will have an impact on the whole way marketing operates from planning to create to delivery, and indeed, how it is even thought about. Algorithms will increasingly rule our worlds.
AI & Recommendation engines apply NLP for consumer insights, and customer experience management.
The more consumer-facing systems know about persons, about their profiles, behaviors, interests — the more accurate, personalized, and up-to-date their responses. That form of audience insights understanding is one the main business Opentopic powered by IBM Watson is in.
Employing IBM Watson AI technology has become a trendy move for brands that are looking to make a better use of data in their digital marketing efforts.
After progressive improvements, Watson provides 30 open-source APIs across four main categories : data-insights, vision, speech and language. Watson technology and cognitive computing is capable of making sense of all this data, quickly and continually.
Watson intelligent automation systems sense and synthesize vast amounts of information and can automate entire processes or workflows, learning and adapting as they go.
44% of executives believe artificial intelligence’s most important benefit is “automated communications that provide data that can be used to make decisions.”
40 % of marketers struggle to make sense of behavioral and attitudinal data for content creation, when the aim is to resonate emotionally. To overcome this challenge, they are turning to content automation.Forrester
“Watson has the ability to read through and understand unstructured data like a human and pull out the relevant answers and insights and now images.”
“It understands idiosyncrasies of how we speak, and it also reasons to sort through massive amounts of information, and come to hypothesis based on the information.
Lastly, it learns over time. That’s what’s really unique about the technology, and then as you apply it to marketing and advertising, it helps marketers to better understand and engage their customers.”
Discover & understand your audiences, Analyze & optimize your content, Deliver transactions & results. With Watson cognitive technology!