Digital & Technology

Mohammad Anas Wahaj | 26 may 2014

Programmatic marketing is a form of digital marketing platform that is driven by software and algorithms that utilizes big data to target consumers through diverse channels and devices. To optimize the programmatic marketing campaign and maximize marketing budget it is important to know the details regarding the campaign. But most platforms only provide certain aspects like impressions, click-throughs and conversions for a particular audience segment and lack critical insights into converter's pre-impression behavior. Amber Benson, VP of Simpli.fi, suggests 4 elements of the programmatic marketing platform that marketers must know to focus on value areas for maximum impact - (1) Know Who You Are Targeting (Avoid pre-packaged audience segments. Use unstructured data to build and optimize for specific target audience); (2) Know Precisely What It Costs (Unstructured data provides flexibility and control regarding bidding options. It provides bidding clarity. Programmatic vendor should be transparent regarding all kinds of costs); (3) Know That Your Results Are Real (Able to recognize click fraud. Unstructured data helps in this regard providing focus on individual data element level. It results in removal of fraudulent elements without dumping the whole segment); (4) Know Why It Works (Unstructured data provides specific in-depth insights on consumer behavior). Read on...

Marketing Land: 4 Things You Deserve To Know About Your Programmatic Marketing
Author: Amber Benson

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Mohammad Anas Wahaj | 21 apr 2014

Online marketing is evolving with variety of latest technologies available to marketers to seek attention of the consumers. Startups with limited budgets have to get the best out of their advertising campaigns. Technologies provide them tools to economize their advertising and also use it in the most effective and attractive way. But most still apply the broadcast standards to these new technology platforms. It is still the 'one-way approach' to advertising. Banner ads and resulting one-way impressions are often the popular online advertising methods and measures. But to involve and engage consumers, it has to become more intuitive and interactive, keeping in mind the user experience and content on the website. Read on...

ventureburn: Catching the eye - online marketing is about starting a conversation
Author: David Ross

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Mohammad Anas Wahaj | 25 jan 2014

According to the recent research brief by MediaPost, online advertising is still lagging behind substantially in terms of total ad spending by global firms in the first six months of 2013 - TV (57.6%), Newspapers (18.9%), Magazines (10%), Radio (5.4%), Internet (4.3%), Outdoor (3.5%), Cinema (0.3%). But what is to be noted here is that TV ads cost substantially more than any other media. Another important fact that is found in the data provided by Nielsen is the fastest growth of the internet-based advertising spend globally during the same period - Internet (26.6%), Outdoor (5%), TV (4.2%), Magazines (-1.9%), Newspapers (-2%). The rise in online advertising is even higher in Asia-Pacific (43%) and Latin American (38.5%) countries. Read on...

Examiner: The most hyped advertising medium is the world's third smallest
Author: Bruce Goldman

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Mohammad Anas Wahaj | 25 jan 2014

Technological advancements and innovations bring game changing shifts in the dynamics of industries. Data science is transforming the online advertising industry with newer concepts and technologies like real-time bidding, advertising exchanges, social media, retargeting techniques, lookalike targeting, online data dashboards, analytics softwares like Hadoop etc. Technology have also led to the democratization of online advertising, and even businesses with smaller advertising budgets are been able to utilize it. Use of big data and analytics is providing advertisers with information, insights and tools to focus on specific consumers and market segments for better value and return on their advertising campaigns. But to interpret and utilize the data in right context and for maximum impact, newer set of skills are required by advertising human resources. Data scientists are expected to have knowledge of mathematics and statistics alongwith expertise in using spreadsheets and other analytics tools. Read on...

the guardian: What's the role of data scientists on online advertising?
Author: Tony Evans

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Mohammad Anas Wahaj | 18 nov 2013

As more and more customers are heading online for shopping, there is need for optimized integration of video content on the websites to facilitate the buying process. Videos are a very persuasive marketing medium and assists in customer engagement. Although most marketers are using basic explanatory videos on website but a more comprehensive approach is required for effectiveness that encompasses the whole spectrum of the online shopping and buying experience, from initial awareness to post-sale. Author suggests an ideal video content mix for each stage of the sales funnel - Top funnel content [Interest (15%), Learn (20%)] should include - How-to content libraries; Repurposed webinar content; Thought leadership interviews; Fun content showcasing company culture. For Mid-funnel content [Evaluate (40%)] - Detailed product demos; Client testimonials; Video case studies; Videos showcasing how the solution provided integrates with other products and services in the customer's ecosystems. End of the funnel content [Justify (20%)] should have - Nurture campaign videos; FAQ videos; Customer check-ins; Instructional videos. Read on...

the guardian: How to produce effective video marketing throughout the sales funnel
Author: Michael Litt

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Mohammad Anas Wahaj | 14 nov 2013

Most companies have been putting technology enabled customer service systems at place to fulfil their customers needs and resolve issues. But are these systems sufficient to satisfy customers? According to a report '2012 Customer Service Barometer' by American Express (based on 1000 customer surveys and interviews) - Most customers still don't think service is good enough, much less getting better; Most people will spend more, significantly more, for great service; Quality personal connections still matter most; And those live interactions can be make-or-break propositions. Moreover the customers, with enhanced communicating and sharing technologies (social media etc), find it easier to propagate their customer service experiences. They tell on average 15 people about their good experiences and 24 people about their bad ones, while nearly 50% consumers always tell others about good customer service experiences while 56% always talk to people about their poor experiences. Read on...

CBS News: Most companies fail customer service test
Author: Michael Hess

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Mohammad Anas Wahaj | 13 nov 2013

Social media is creating new dynamics in the delivery and performance of customer service. It is providing tools for both marketers and customers to share their views and experiences with a larger audience at a speed that wasn't available before. Product and solution providers must understand that customer service is a critical element of a company-customer relationship that is build over a period of time with a value exchange from both sides. Customer service is the front of the organization that deals directly with the customers and a bad experience have a potential to negatively affect this relationship. The article explains the customer service mistakes that should be avoided - Limited use of the automated phone systems; Proper use of automated phone systems; Not apologizing or appearing unsympathetic; Passing the buck; Not solving the problem. Read on...

The VAR Guy: Top 5 Customer Service Nightmares To Avoid
Author: Elliot Markowitz

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Mohammad Anas Wahaj | 29 oct 2013

With advancements in analytics technologies and availability of big data, marketers have valuable tools and information on various aspects of customer interaction with their businesses. This information can be used to get insights and generate ideas for delivering better products and services. Moreover it can provide an opportunity to experiment and validate ideas at faster pace (accelerated business innovation). All this is creating new principles and dynamics of market behavior and giving rise to a new science, 'Customer Science'. To better observe, analyze and understand customer behavior and apply it for the benefit of businesses and customers, requires talented and skilled pool of 'Customer Scientists'. These scientists may not all come from the traditional marketing fields and would need to be diverse in skills - analytical, cumputer literate, digital natives, creative and thoughtful at the same time factual and pragmatic. Moreover knowledge of all the principles and methods of the past for analyzing and understanding customers and obtaining learning lessons like outcome driven innovation, balanced scorecard, GOAL, Six Sigma etc are now being utilized by enterprises to obtain insights from customer data and this will finally evolve into a mature field of customer science in future. Read on...

Business 2 Community: Birth of the Customer Scientist
Author: Ian Tomlin

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Mohammad Anas Wahaj | 15 oct 2013

Social media's success as a communication tool during Arab Spring has initiated its use as a marketing tool for businesses in Middle-East countries. Companies are adopting various social media platforms to connect and interact with their current and potential customers. But the challenge is to manage the social media strategy correctly and efficiently as it has very powerful dynamics to share and propagate information. Businesses should tread with caution and care as mistakes can become a big public relations fiasco. In UAE few companies learnt it the hard way when they posted careless, insensitive and unprofessional comments leading to a negative and strong reaction from customers and public. Read on...

Gulf Business: Tough Lessons - How Not To Manage Social Media
Author: Aarti Nagraj

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Mohammad Anas Wahaj | 14 oct 2013

With global expansion of businesses and readily available social media tools to connect, interact and build relationships with customers and businesses across the world it has become necessary for organizations and businesses to have an international focused social media strategy at place. The challenge is to successfully manage multiple social media platforms for maximum value. The article recommends - Do a thorough website analytics to understand user statistics and know where the target audiences are located both physically and virtually; Before investing time and money in managing multiple accounts (country specific, language specific) ensure understanding of the user connection and interaction on your social media main account in the English language; To make user engagement more efficient and targeted post focused, specific and original content on your social media profiles; Be patient and persistent with your international social media strategy as it takes time to evolve and provide desired results. Read on...

Business 2 Community: How To Develop An International Social Media Campaign
Author: Sam Lowe

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