Unlike our colleagues marketing shoes or handbags, we rarely have the number of contacts in our campaigns to derive any real empirical value from an A/B test, so a different approach is needed and more time is needed. What our colleagues in a low value environment may achieve in minutes, could take us weeks or even months.
Your email database needs to be treated with respect & increasing regulatory changes across multiple countries are making this an even greater pressing business need.
After all, your contact database is made up of people, people who at some point have expressed interest in your organisation and perhaps even purchased products or services from you, or perhaps donated to your cause.
How will the remainder of 2020 shape up and what long term changes can we expect? Does Marketing Automation have a role to play in this new normal? I think it does, I’ve outlined my thoughts below.
2020 has certainly taken us all in a direction that none of us could have imagined. I’ve been WFH (working from home) for almost four months at this point. I have my first work related face-to-face meeting this coming week at the office, there will be just four of us with two joining by ZOOM.
The Australian Communications and Media Authority (ACMA) recently issued an infringement notice for AU$1,003,800, the biggest fine the regulator has ever issued*. Does the consumer have some responsibility in this process? I think they do. Personally, I don’t believe the “customer is always right”. That statement is ludicrous when you really take it apart. Some people will cringe at my view. It’s a sentiment largely pushed from the US and has permeated its’ way around the western world.
Providing engaging content is one part of the plan. You also need to think through the user experience and how you’re going provide the content needed to respond to people’s preferences.
I met with a client recently and was a little distressed at some of the incorrect assumptions they’d made about Eloqua and specific functionality they weren’t aware of. It developed into an interesting discussion, I’ve tried to capture some of that discussion here.