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00M-663 - IBM Digital Marketing Optimization Sales Mastery v1 - Dump Information

Vendor : IBM
Exam Code : 00M-663
Exam Name : IBM Digital Marketing Optimization Sales Mastery v1
Questions and Answers : 40 Q & A
Updated On : April 18, 2019
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00M-663 Questions and Answers

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00M-663 IBM Digital Marketing Optimization Sales Mastery v1

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Exam Questions Updated On :


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00M-663 exam Dumps Source : IBM Digital Marketing Optimization Sales Mastery v1

Test Code : 00M-663
Test Name : IBM Digital Marketing Optimization Sales Mastery v1
Vendor Name : IBM
Q&A : 40 Real Questions

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IBM IBM Digital Marketing Optimization

IBM Launches Digital advertising and marketing network, presents Single Tag Integration With 100+ supplier companions | killexams.com Real Questions and Pass4sure dumps

IBM Digital Marketing Network

IBM Digital Marketing Network

IBM has launched the cloud-primarily based IBM Digital marketing network to give consumers convenient integration between greater than a hundred ad tech vendors. The network allows corporations to share analytics statistics with their different promoting and advertising and marketing solutions to inform media buys according to individual buyer behaviors in true-time.

The network harnesses Digital records change, IBM’s tag administration solution, that makes it possible for marketers to make use of a single tag to relay tips to all accomplice platforms. the single tag simplifies implementation and eliminates the burden of having numerous tags for each and every answer.

Craig Hayman, IBM’s accepted supervisor industry solutions talked about in a press release, “The IBM Digital advertising community eliminates the complexity and problem concerned in inserting third-celebration tags, enabling our consumers to enhance consequences, and customize the digital client adventure in actual-time.”

The community is part of IBM’s Smarter Commerce initiative. within the interface, marketers can hyperlink advertising functions together in as few as two clicks. Dashboards are custom-made for cellular and ecommerce to give shoppers views into how campaigns are performing throughout paid, earned and owned channels.

latest purchasers consist of promotional business gifts site Myron.com, which IBM cites as the usage of the community to re-engage clients with reveal ads in actual-time and be taught extra about onsite behaviors. Mark Pepin, vp of global ecommerce at Myron.com noted the community “reduces the dependency on aligning assorted companions. It also improves the implementation time-strains of our digital efforts and we see the instant impact and consequences.”

partners include solutions from throughout the digital advertising and marketing spectrum including: ad networks equivalent to Google and promoting.com; DMPs like BlueKai and x+1; DSPs such because the trade Desk and turn; gamification, privateness management; search advertising platforms including Marin utility and DoubleClick Search; social engagement and loyalty features akin to Bazaarvoice and CrowdTwist; in addition to social media advertising and customer event functions such as Shoutlet and OpinionLab.

community integrations are available instantly to IBM’s Digital marketing Optimization users.

about the creator Ginny Marvin is Third Door Media's Editor-in-Chief, managing everyday editorial operations across all of our publications. Ginny writes about paid affiliate marketing topics together with paid search, paid social, reveal and retargeting for Search Engine Land, advertising Land and MarTech nowadays. With greater than 15 years of advertising journey, she has held both in-house and agency management positions. She may also be found on Twitter as @ginnymarvin.

IBM Seeks electricity In companions With Digital marketing network | killexams.com Real Questions and Pass4sure dumps

IBMartIBM’s launch these days of a 100-associate-mighty Digital marketing community will comfy access to a slew of ad-connected platforms for IBM Digital marketing Optimization users.

certified digital advertising partners consist of a number of DMPs, DSPs and search advertising suppliers like BlueKai, Criteo, flip, Marin software, DoubleClick Search and x+1.

This appears to be a move on IBM’s part to formalize the acquisitions and advertising technology solutions it has taken to market over the closing few years, which encompass capabilities from Unica and Coremetrics on the advertising and marketing facet and Tealeaf and DemandTec for commerce.

“It’s truly a network that permits us to share facts inside other options that the marketer became already using,” spoke of Jay Henderson, international method director for IBM. “in the past, they may additionally have needed to create a custom integration or do some custom coding. Now, with this accomplice network, it’s literally drag-and-drop and diverse solutions are all built-in collectively.”

Henderson mentioned IBM AdTarget, which changed into born out of the Coremetrics acquisition, gives entrepreneurs extra statistics about what products individuals considered or placed in shopping carts all the way through a site talk over with for centered placements. “The companion network includes integrations from AdTarget, LiveMail, which is an integration with e-mail service suppliers, and then whatever thing called the Digital facts trade [IBM’s tag-management solution], which is sort of a broader companion program for our digital marketing solutions,” he observed.

The IBM Digital advertising Optimization platform would now not facilitate media buys itself. The center of attention of the product is to “integrate all of the web and digital behavior records from the web site and syndicate that counsel to the systems the place the media buy is happening.”

while there are lots of programs and software add-ons in the IBM fold, “a key part right here is the features part that may be required to enable this,” commented Ray Wang, founder and most important analyst at Constellation research. “application alone isn't satisfactory to address the artistic requirements the agencies will need.”

Henderson talked about the factor of the Digital advertising network is to support entrepreneurs make a far better resolution concerning the “cost and message of the media.” however IBM declined to share the number of valued clientele using its Digital advertising Optimization suite, Esteban Kolsky, foremost and founder of consultancy ThinkJar, spoke of, “IBM has access to more items and functions than most another supplier on this planet by way of marketing partnerships, acquisitions, as well as some biological improvements.”

Kolsky cited, although, that proving out the outcomes of its integrations might be a necessity. “Most of what they've carried out has no longer been documented,” he observed. “I don’t bargain that they can [fuel digital marketing transformation], they [just need to] document and present the effects of what they can accomplish.”

When asked what IBM’s cloud for marketers does that’s distinct than other business organizations, Henderson stated interoperability between marketer equipment starting from email to site personalization and advertising analytics is the core value proposition.

“If IBM is a success, what they are doing is the usage of technology to allow creative and [other] companies to do what they do surest,” Wang pointed out.

associate community integrations are available automatically to Digital advertising Optimization platform users.


IBM Interactive Named a pacesetter in Gartner comparison of world Digital advertising groups | killexams.com Real Questions and Pass4sure dumps

ARMONK, N.Y., Dec. 20, 2013 /PRNewswire via COMTEX/ -- IBM IBM, +0.29% nowadays announced that main research firm Gartner, Inc. has named IBM Interactive, IBM's global digital marketing agency, a pacesetter within the recently published record "Gartner, Magic Quadrant for international Digital advertising companies"(1).

"consumer engagement and digital innovation have become priorities in the C-suite, and CMOs are seeking partners who can assist them create and carry particularly differentiated client experiences seamlessly between the actual and digital worlds." referred to Paul Papas, international chief for Digital entrance office and IBM Interactive, IBM world enterprise functions. "We view our leader position as a robust testomony to the depth of capabilities IBM Interactive can bring to consumers and our means to help valued clientele not handiest radically change how they have interaction with their consumers, but additionally reimagine thoroughly new company fashions."

As a relied on business associate for world brands, IBM Interactive acts as a bridge between CMOs and CIOs. IBM Interactive is a seamlessly integrated part of IBM international business features and the broader work it does to support customers fully capitalize on the convergence of cellular, social, big records and cloud technologies. due to this fact, IBM has dependent a new type of full-provider provider that goes past the common digital company and consulting and programs integrator fashions.

IBM Interactive gives the entire spectrum of digital consulting and design capabilities, including customer journey strategy, creative design, consumer event building and consumer research, usability engineering, SEO, social, mobile, analytics, web creation, and are living activities marketing.

unlike some other agency, IBM Interactive offers exciting capabilities by using combining company consulting, know-how like Watson, IBM research, and the IBM consumer experience Lab to assist shoppers drive innovation and bring new enterprise cost. With more than 23 patents earned in 2012 in client event by myself, its world crew leverages the skills of psychologists, gaming consultants, visual designers, graphic artists and animators to bring sophisticated experiences throughout all channels.

according to the Gartner record, all sectors are pressured to innovate as every marketer rethinks a consumer journey that transcends the digital and physical worlds. Gartner notes that business and know-how consultants problem the traditional digital company with their mature competence in method, technology and world aid deployment.

(1) Gartner, Magic Quadrant for world Digital advertising and marketing groups, Richard Fouts, Adam Sarner, Andrew Frank, Martin Kihn, December 5, 2013.

About IBM

For extra information on IBM, visit:

http://ibminteractive.com/

http://ibm.com/features/commerce

observe IBM Interactive on Twitter at @IBMInteractive.

Disclaimer: Gartner doesn't propose any vendor, product or service depicted in its research publications, and doesn't recommend expertise users to choose most effective those carriers with the maximum scores. Gartner analysis publications include the opinions of Gartner's analysis corporation and should no longer be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with appreciate to this research, including any warranties of merchantability or fitness for a specific aim.

Contact counsel

Alicia BuksarIBM external relations 1 (201)-693-7756 aabuksar@us.ibm.com

supply IBM

Copyright (C) 2013 PR Newswire. All rights reserved


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How To Choose The Best Master’s Degree For You | killexams.com real questions and Pass4sure dumps

More and more business schools are offering business masters degrees, from generalist programs in management to specialized master’s offerings covering topics like accounting, data analytics, finance, and marketing.

With so many options out there, choosing the best master’s degree to suit your career ambitions can be a challenge.

Before applying, candidates should know the answers to the following questions: Who are the different master’s programs for? What jobs do they lead to? What do you study on the course? What do you need to know to get accepted?

To answer those questions, we spoke with students and faculty from five of the most common business master’s degree options at some of the world’s leading business schools.

Read on to find out how to choose the best master’s degree for you.

You can find out more about the master’s degree that interests you most by clicking on one of the links below.

Masters in Accounting

Masters in Analytics

Masters in Finance

Masters in Management

Masters in Marketing

Find out more about business master’s degrees via webinar

Masters in Accounting

Find out more about Masters in Accounting via webinar

nini

Dr Wang Jiwei, MSc in Accounting director at Singapore Management University (SMU)

Who is a Master’s in Accounting for?

Our Master of Professional Accounting (MPA) is designed to create a pathway for non-accounting graduates working or seeking to work in a field that requires specialized knowledge in accounting.

We also have a Master of Science in Accounting (MSA) which specializes in data and analytics. It’s designed for students who already have a background in accounting or business related disciplines, but wish to further their career and skills set in this data-driven era.

What skills/qualifications do you need to apply?

The overall quality of the applicant determines admission to the program. This would include prior academic performance at university, work experience, referees reports, interview scores, and GMAT/SMU Admission Test is compulsory.

Applicants must have sufficient background in math. Applicants with post-undergraduate working experience will have an added advantage. Applicants to the MSA must also have a business or accounting background.

What will you learn on a Master’s in Accounting?

Through the MPA course, students will learn about the three pillars of accounting; the business fundamentals, accounting core and the professional services which would include the following modules: management accounting, taxation, audit, corporate financial management and financial accounting.

The MSA equips students with the essential skills to harness data for critical decision making. They learn to make use of tools such as R, Python, Tableau, and SQL for data analysis, data visualization and data management. They also can learn machine learning techniques, and understand how they can be applied to the accounting and finance work.

What jobs can you qualify for after a Master’s in Accounting?

An accounting master’s degree is versatile. Every company needs somebody who is well versed in finance and accounting. Hence, the career of an accountant is not limited to the accounting, banking and finance industry. Good accountants are in demand in every sector.

In the recent years, the role of an accountant has evolved. Many organizations are eliminating manual accounting work, because computers and robots can automatically generate accounting entries.

But at the same time, we also see a growing demand in other job functions, mainly in the areas of data processing, management analysis and financial analysis. In the current market, there is a demand for domain experts who understand finance, accounting and data technology and how the systems work.

Top tip for applying to SMU?

What will give our applicants an edge is whether they have the drive to excel, the gumption to overcome challenges and the passion to make a meaningful impact through their work.

Master’s in Accounting student Q&A

ry

Ryan Guo Yu Sheng, SMU MSA student (part-time), manager of Global Operating Certificates at Visa in Singapore

Why pursue a Master’s in Accounting?

I have always been a tech-savvy accountancy graduate, and most of the process and data technology applied in my work was self-taught and unstructured. After completing a specialist diploma in Business Analytics in 2017, I was looking to further my knowledge and build on the basics learned in that course.

An understanding of data analysis and usage of automation and robotics have become essential to the modern finance function and this is also part of my effort in future-proofing my own career. There is an increasing focus on the application of technology to finance processes and simply relying on our IT colleagues to fill us in on technical developments is a thing of the past.

What advice do you have for prospective Master's in Accounting students?

A candidate should be technically savvy. Dealing with data requires a highly analytical and structured skillset, along with a sense of creativity for data transformation and programming. Having a conceptual understanding of accounting is important.

Masters in Analytics

Find out more about Masters in Analytics via webinar

impp

Crystal Grant, director of admissions (pictured above), and Kalyan Talluri, MSc Business Analytics program director at Imperial College Business School (pictured below)

Who is a Master’s in Analytics for?

There's a huge range of Master's in Analytics programs available, which reflects the growing demand from candidates and employers for graduates who are able to derive business insights and competitive advantage from big data.

Some will be aimed at new or recent graduates looking to launch their career, whilst others will be suited to professionals hoping to up-skill to progress or change jobs.

What skills/qualifications do you need to apply?

Programs vary in the balance of business versus technical experience required, but if you have a passion for data analytics, quantitative skills and commercial awareness, you should be able to find a Master's in Analytics that supports your goals.

Successful candidates to our MSc Business Analytics bring a wide variety of academic and work experience. We look for strong quantitative, communication, problem-solving and team-working skills. A passion for coding is also important, as the curriculum is very practical and you should be ready to learn and use programming languages.

What will you learn on a Master’s in Analytics?

Masters in Analytics aim to help graduates and young professionals understand the content, relevance, and importance of big data problems facing businesses. Our program takes a practical approach including a variety of machine learning, statistical, and operations research techniques.

Students can expect to learn solid technical skills in programming, including R, Python and SQL, data structures, and algorithms. They’ll learn skills in optimization, econometrics and statistics, networks, and machine learning. Industry-specific application is core to the program, and students learn to apply their mastery of tools to real business problems.

What jobs can you qualify for after a Master’s in Analytics?

The most popular destination for our graduates is consulting, however others go on to work in technology, FMCG, e-commerce, finance, healthcare, and media. Graduate roles vary depending on candidates’ previous experience, but include positions like business analyst, data scientist and, consultant. Employers include Accenture, Amazon, BCG, eBay, EY, Microsoft, and Revolut.

Top tip for applying to Imperial?

Don’t just list your experience of coding and programming languages. Highlight your problem solving skills by showing how you’ve applied your technical expertise on interesting projects. Demonstrating big-picture thinking, commercial awareness, and the ability to articulate complex information in a compelling and accessible way will help your application stand out.

impald

Master’s in Analytics student Q&A

Pinelopi Chamalelli, MSc Business Analytics student at Imperial, joining the analytics graduate scheme of a major consulting firm in London after graduation

Why pursue a Master’s in Business Analytics?

Analytics is the future; every business no matter its size collects more and more data, and desires to utilize them for a more efficient decision making. So, the opportunities we have after this program are endless not only in terms of quantity but also in terms of variety, since analytics can be applied in every single industry. imp

 What advice do you have for prospective Master's in Analytics students?

Coding skills or generally the ability to learn a new programming language or a new software package quickly is crucial. Three main programming languages we use are Python, R, and SQL, since these are widely used in the industry.

Good knowledge of linear algebra and statistics also help a lot. A good business understanding is also crucial for a successful data scientist.

Masters in Finance

Find out more about Masters in Finance via webinar

Diane Jordan, associate director of admissions, MIT Sloan

Who is a Master’s in Finance for? diane-jordan

Our Master of Finance is for individuals interested in learning the fundamentals of modern finance that emphasizes a foundation in how markets work. Students of the program come from a variety of bachelor’s degree disciplines including business, economics, finance, and significant representation from the STEM areas.

What skills/qualifications do you need to apply?

We seek smart, motivated applicants who are passionate about finance. Recent graduates, early career professionals in finance, engineers, mathematicians, physicists, computer programmers, and other high-tech professionals are encouraged to apply.

We look for: Success in academic, extracurricular, and professional endeavors; Ability to collaborate to accomplish a common goal; Ability to inspire others to achieve success; Excellent communication skills; Willingness to seek alternative solutions to existing challenges; Motivation to pursue goals.

What will you learn on a Master’s in Finance?

You’ll begin with rigorous courses in finance theory, financial mathematics, and financial accounting. You’ll be required to pass the Programming Literacy Test in either R or Python programming languages.

You’ll work with analytical tools—financial modeling, portfolio and pricing theory, statistics and data analytics, and computational methods—to help tackle multi-faceted challenges that arise in finance, from capital budgeting and cash flow analysis, to dynamic asset allocation and big-data-based investment strategies, and more.

You’ll take part in project-based courses solving real-world problems with MIT's partner corporations and culminating in presentations to corporate decision makers. You’ll choose electives from financial technology, to quantitative methods, to economics, to specialized disciplines such as healthcare finance, fixed income, mergers and acquisitions and asset management.

What jobs can you qualify for after a Master’s in Finance?

Jobs at asset managers, consulting firms, investment and corporate banks, brokerage firms, financial data providers, ratings firms, hedge funds, venture capitalists, insurance companies, public institutions, fintech, and more—from Fortune 500 companies to leading-edge boutiques.

Companies who have hired Master of Finance graduates from MIT for each of the last three years include Bain & Company, BCG, BlackRock, Deloitte, Morgan Stanley, McKinsey, and Citi.

Top tip for applying to MIT Sloan?

Get to know us and the admissions process through online chats and events to help you decide if MIT is a good fit.

Master’s in Finance student Q&A

david-mit

David Smadja, student at MIT Sloan, has an offer for an associate position at a major investment bank in New York

Why pursue a Master’s in Finance?

Prior to my master’s, I graduated from a master of applied mathematics. Though I had a good understanding of the quantitative side of financial markets, I felt I was missing some important financial knowledge. To me, masters in accounting, for example, are not capable to cover everything you need to know to succeed in the field of finance like a master’s in finance does.

What advice do you have for prospective Master's in Finance students?

The role of the master’s is to teach you what’s necessary to break through the industry but I reckon that some preliminary skills are beneficial. If you’re interested in financial markets, some coding and analytics skills (statistics, optimization, AI a plus) are a minimum to have. If you’re more interested by the corporate side, a good understanding of financial statements analysis and accountability rules is crucial. 

Masters in Management

Find out more about Masters in Management via webinar

eric-ivey

Eric Simard, associate director, MSc admissions at Ivey Business School, University of Western Ontario, Canada

Who is a Master’s in Management for?

It’s for ambitious, recent graduates who want a specialized Master’s degree, that will hone their skill-set, develop their leadership abilities and accelerate their career success. Students are admitted from a variety of disciplines, backgrounds, cultures.

This creates a unique experience in classrooms which is meant to help students understand, reflect on, and challenge their tendencies, preferences and biases.

At Ivey, students apply to a specific field of study which will allow them to focus their learning in one of three areas; Business Analytics, Digital Management, or International Business.

What skills/qualifications do you need to apply?

We evaluate applicants on a number of dimensions including; Relationship management; Leadership orientation; Openness to learning; Adaptability; Program readiness; Academic performance in their final two years of their undergraduate degree; Motivation for joining the program; Short and long-term career objectives; Pre-program experience; and International exposure/experience.

What will you learn on a Master’s in Management?

Master’s in Management programs are designed to help students bridge the gap between a solid theoretical foundation received in undergraduate studies and the practical and soft skills needed to make a difference in the early stages of their career.

Through Case-Method approach to education, Ivey MSc students are put in the position of the decision-maker and are asked to analyze data, develop alternatives and then make and defend their recommendations. We are focused on creating the next group of business leaders who are able to walk into a new role and take action.

What jobs can you qualify for after a Master’s in Management?

Graduates take positions in a variety of industries including; Technology, Management Consulting, Financial Institutions, Telecommunications, Consumer Packaged Goods, and more.

The majority of our graduates take starting positions in leadership rotational programs or in consulting firms focused in Risk, Technology or Human Capital. Many have titles such as data science associate, area manager or data analyst, and they work in a variety of organizations such as PwC, Scotiabank, Amazon, Walmart, Deloitte, Proctor & Gamble, Accenture, Sun Life Financial, BMO, Bell, EY, and Morgan Stanley.

Top tip for applying to Ivey?

Candidates should connect with our admission and recruitment team before submitting their application. They should spend time learning about what our programs have to offer by attending webinars, talking to current students, and reaching out to our MSc alumni. And they should consider and reflect on how the Ivey MSc in Management can support their short and long-term career goals.

Master’s in Management student Q&A

deanna-ivey

Deanna Hamilton, student at Ivey Business School, starting a consulting career after graduation

Why pursue a Master’s in Management?

I wanted to pursue a career in business and a Master’s in Management seemed like the perfect way for me to develop my knowledge as I did not study business during my undergrad. I also aspire to work internationally one day. Ivey’s Global Lab opportunity offered an eight-week, hands-on, international in-company experience which allowed me to immerse myself in an unfamiliar environment and work cross-culturally.

What advice do you have for prospective Master's in Management students?

Aside from the obvious skills of being a hard worker and passionate about the program, I think it is crucial for students to be open to learning and willing to adapt. It is essential for you to be willing to step out of your comfort zone to really take advantage of every opportunity on the program. Interpersonal and communication skills are also necessary for most jobs and, coming into the program, many of my classmates already had exceptional communication skills.

Masters in Marketing

Find out more about Masters in Marketing via webinar

Ning Li, academic program director of the MS in Marketing at Johns Hopkins, Carey School of Business

Who is a Master’s in Marketing for? ning-li

For students looking to continue in their marketing studies or students looking to pivot into marketing from another field. Those who are looking to become marketing experts will receive training in business foundations in addition to numerous high-level marketing electives.

What skills/qualifications do you need to apply?

Candidates will need undergraduate level communication and analytical skills.

What will you learn on a Master’s in Marketing?

Students will learn behavioral and quantitative methods and best marketing practices to address the most critical issues facing today’s marketer, including the impact of data and social media on marketing strategy, consumer behavior, social responsibility, competitive economics, business-to-business marketing, and more.

What jobs can you qualify for after a Master’s in Marketing?

Students can pursue careers in Marketing and Business Analytics, Marketing and Sales, General Management, Consulting, and more. Some employers who have hired our recent graduates include Amazon, China Telecom Americas, IBM, Johns Hopkins Medicine, P&G, and Tencent.

Top tip for applying to Carey?

Be Honest. No applicant is perfect and if there is a part of your application you are concerned about, be honest. Be open to why this program appeals specifically to you. This is important because honestly addressing concerns is important in marketing roles.

Are you interested in a business master’s degree?

Register now for the Master’s Week webinar series held by the Graduate Management Admission Council (GMAC).

Running from 8-to-12 April, different business schools will talk about a different master’s program each day.

Monday: Accounting; Tuesday: Business Analytics; Wednesday: Finance; Thursday: Management; Friday: Marketing


7 Digital Marketing Marketing Trends You Can’t Afford to Ignore | killexams.com real questions and Pass4sure dumps

7 Digital Marketing Trends You Cant Afford to Ignore

“I would have written you a shorter letter but I didn’t have the time.”

This quote attributed to many different sources sums up what we are facing in this now very complex world. But keeping it simple and short takes time and effort. Distilling the complex into something that makes sense in one sentence or even a six second video is an art form that is to be treasured.

But as marketers that is what you are confronted with. Increasing complexity. It is just one of the trends that will impact your business in the years ahead.

We also need the right tools, platforms and technology to help us scale the huge amounts of data and noise that now confront us online. Here are 7 digital marketing trends that you need to keep your eye on.

1. Increasing complexity

Tech is largely to blame for making marketing complex. But it’s also the answer. Making sense of tons of data, always on marketing and the many forms of splintered media is something tech platforms do well.

Right alongside that sits different categories of complex. Facebook advertising is a discipline on its own that requires focus. Then add the dark science of “Search Engine Optimisation” and understanding the many moving parts that require mastery.

The types of media we need to master includes live streaming, Facebook videos and GIFS and Infographics. Then you need to master marketing automation and artificial intelligence tools and platforms.

2. Marketing technology

Marketing technology (sometimes called Martech) is continuing to grow. According to Venture Beat there has been over $134 billion invested in this category in startups in just 5 years. In 2018 IDC is predicting that CMO’s will spend $32 billion on buying and implementing Martech solutions.

But the category has 3 core categories. B2B marketing, B2C marketing and advertising technology. It should not be seen as one size fits all.

According to Ajay Agarwal in an article on TechCrunch there is an interesting divide between spending on marketing versus sales between B2B and B2C. B2B companies spend much more on their front end sales than on marketing at a ratio of 10:1. B2C spends a lot more on marketing than sales with an inverse ratio of 10:1.

Maybe we will expect to see Salesforce dominate B2B marketing tech as it is the dominant sales tool for B2B globally.

He sees the key trend and opportunity as one in which a B2C marketing company can create a B2C system of record from the start of the customer journey to sale.

3. The rise and rise of algorithms

The beauty at the the birth of social media networks was their simplicity. They flowed past you unfiltered.

Twitter was a distilled stream of unfettered consciousness. Facebook was a flowing page of diverse ideas and people. And some sat outside your tent of ideas and interests.

But things have changed.

The need to make money from the platforms meant that algorithms needed to be programmed to ensure that the social networks could start to monetise their distribution. The organic reach that initially excited marketers, writers and entrepreneurs has been dialled back.

Also the volume of data has also exploded in the last 10 years driven by the two obsessive technologies of social media and smartphones. To make sense of that as finite humans means we need help from the machines. And they run on algorithms.

Why do we need algorithms?

The amount of data that confronts us each day needs filters to help us make sense of it. Here is the global digital snapshot of the size of the ecosystem that confronts us.

These platforms, devices and networks are producing this avalanche of data.

  • 5.97 billion hours of YouTube are watched every day
  • 4.3 billion Facebook messages are posted each day
  • 67 million images posted on Instagram every 24 hours
  • 269 billion emails are sent 24/7 each day
  • How algorithms are applied

    Algorithms also help marketers and entrepreneurs break through the clutter. And they are used to reach your target markets on Amazon, Tripadvisor, search engines and even in email marketing .

  • Amazon – products or books you might like based on past activity and other secret codes.
  • Search – Content and information you want to find.
  • Social – People you want to hear from or see.
  • Emails – Gmail now uses an algorithm that sorts it into tabs and also sends it automatically to spam based on its filters.
  • GPS – Help us navigate a city or find our way to a hotel.
  • Choose a restaurant – Reviews on Yelp or on Tripadvisor.
  • So we need to keep studying how they work and learn to work with them as they continue to change and shape shift.

    4. Platforms and apps

    The web is moving away from an Internet of websites to an Internet of apps and platforms. You may not have noticed it but it is happening right before our eyes. In 2014 more people accessed the Internet though mobile apps than desktop computers for the very first time.

    In 2017 over 86% of our time is spent on apps on our mobile phones.

    This big trend is something that can’t be ignored and marketers are going to need to work out how they reach consumers via apps and platforms. The obvious answer to this in part will be the rise and rise of Facebook advertising from the platform and also applying marketing tactics to apps like Messenger and WhatsApp.

    5. Artificial intelligence

    There are two things that humans aren’t good at. Collating and making sense of the vast amounts of data and also scaling our humanity. That is what machines excel at and artificial intelligence allows humans to amplify themselves.

    Watson, Einstein and Rank Brain are just three of the big players battling out for world domination in artificial intelligence . Watson is owned by IBM, Einstein by Salesforce and Rank Brain by Google. But underneath these giants who mostly use it for internal use sits a growing range of apps and platforms that are using AI for niche marketing optimization.

    Chatbots were maybe the first obvious use of AI for marketing with their abilities to handle initial enquiries without the need for human inervention. But what are some of the other ways AI is being used and imagined for improving marketing performance and scaling?

    Robert Allen from CITU lists 15 ways in which AI can be used for marketing.

    But let’s take a closer look at just 3 ways you can use artificial intelligence .

    Content creation

    An AI program called WordSmith produced 1.5 billion pieces of content in 2016. The other challenge is not just creation but curation of content at scale. An AI tool like Rocco can recommend content from social media that your followers are likely to love.

    Pay per click advertising

    Making sure that you are making the best use of your budget when performing paid ad campaigns with millions of dollars in spend means AI becomes an attractive option.

    Albert and Frank are two marketing platforms that use machine learning to buy media and deliver ads for the best results. And this is done at scale and speed that no human could ever hope to achieve.

    Email marketing

    Making email smarter instead of a blunt tool for just broadcasting is something that AI can offer. AI can improve the delivery time for achieving the best open rates, target customers with the right emails and even product recommendations that they want to buy.

    McKinsey research estimates that Amazon generated 35% of its revenue with email product recommendations driven by AI.

    6. Video

    Video continues to emerge as a visual marketing trend that sits in a variety of buckets. For simplicity we can place them in 3 categories. Traditional 30 second ad style, live and social pre-recorded for social.

    Traditional

    The traditional 30 second ad style video 20 years ago was typically created 4 times a year with a 2 million dollar budget for each. This continues but the 2 trends that are transforming video today are driven by social media realities of live streaming and 6 second videos.

    Live streaming

    Live streaming is the hot new trend with Facebook (Facebook Live), LinkedIn, Twitter with Periscope and YouTube with its “Live Events”

    According to Globalwebindex.net “As ad-blocking continues to grow in popularity it’s more important than ever for brands to engage consumers via entertaining content and native advertising”

    And live streaming is one of those forms of content.

    Image source: GlobalWebIndex

    But the challenge with any form of video is doing it well.

    The 6 second pre-recorded video

    According to AdAge, Facebook has already been telling its video advertisers to hit people with faster messages. The 6 second video emerged as an ideal ad length in a recent test conducted with Tropicana.

    Tropicana compared the results from Facebook ads that were 6, 15 and 30 seconds long. The shortest saw “higher brand metrics across the board,” Sandberg said.

    Companies like Shuttlerock are using technology to scale 6 second Facebook video ad and are riding the wave of what the data is telling us is the most effective length for a video.

    But the challenge for all video is still the messaging. Video is now often watched in silence with subtitles running so people can read while viewing.

    7. Influencer marketing

    The rise of ad blocking means that reaching your audience via influencers is on the rise. A study by PageFair and Adobe shows that online consumers are becoming more and more frustrated with adverts interrupting their browsing experience. As of June 2015, 198 million people used ad-blocking browser extensions.

    Today’s consumers prefer to make their purchasing decisions based on either recommendations from friends and family, or from online influencers they admire and trust.

    Also the reason influencer marketing trend is becoming entranced is its performance. Just check out these stats on the effectiveness of influencer marketing:

  • Businesses earn approximately $6.50 for every $1 they spend on influencer marketing.
  • 81% of marketers who have used influencer marketing deemed it to be effective.
  • 86% of women turn to social media platforms before making a purchase.
  • Influencer marketing delivers 11 times higher ROI than traditional forms of digital marketing.
  • There are also 2 distinct categories of influencer marketing. B2C which is generally about building brand awareness and B2B which often is more about lead generation and measurable results.

    8. Storytelling

    Despite all the tech there is a real movement to making our marketing more human. Companies are backing causes. Taking a stand whether it is for equal opportunity, ageism or sexism. Marketers and entrepreneurs are using “live” video to share their ideas and insights.

    But the trend that I am enjoying is seeing the rise and application of storytelling being woven back into the digital marketing landscape. It is being used more in blog posts and online presentations. It is being written into emails to stand out from what is often an ocean of bland information and data.

    We have been distracted too long by the shiny new tech toys and forgotten some of our humanity in the process.

    It’s also time to tell better stories.


    Sandy Carter on the Biggest Myths of Marketing 2.0 | killexams.com real questions and Pass4sure dumps

    Most marketers have been trained on traditional methods, but don't know how to use new technology. In this interview with IBM's Sandy Carter, author of The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market, she explains that you can learn how to bring community into your social media marketing efforts, with a measurable payoff. From the author of 

    InformIT sat down with Sandy Carter, vice president of IBM Software Group Channels and social media evangelist, to talk about her findings on Marketing 2.0 strategies in her latest book The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market. The book is garnering great reviews—a bit of a double-header for Carter, since it comes on the heels of her earlier book, The New Language of Business: SOA and Web 2.0, which received a Platinum MarCom Award in 2008.

    Carter was also honored with the AIT United Nations Member of the Year award in 2008 and in previous years for helping to bring technology to developing countries. She leads a global, award-winning marketing organization that has won 24 industry marketing awards. Under her leadership, IBM's service-oriented architecture (SOA) marketing efforts have resulted in 64% market share for SOA. In addition, IBM WebSphere has become a market leader and has received more than 34 industry awards. Fast Company recently named Carter one of the most influential women in technology.

    Here's what she had to say about winning Marketing 2.0 strategies in an increasingly competitive world.

    Your new book is titled "The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market." Angels—that sounds great to the ears of companies beleaguered by this economy. But what do you mean by "angels"?

    As a marketing executive at IBM, I've found that these Marketing 2.0 techniques, combined with traditional marketing methods, drive down costs and increase revenue. In the book, The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market, I use a methodology that I created called ANGELS, which stands for Analyze the Market, Nail the strategy, Go to market socially, Energize the channel and market, Leads and revenue, and Scream with technology. Each of these areas shows how to combine social media with traditional marketing techniques.

    How do you summon these ANGELS and make them work for you?

    The ANGELS can be summoned when you've supplemented your traditional marketing skills with social media technology skills. Most marketers have been trained on the traditional methods but are not yet trained on the new technology that enables marketing.

    This doesn't mean that marketers need to be technologists. But they cannot be afraid of technology. To enable the ANGELS, every marketer now needs the Marketing 2.0 toolkit, which includes Twittering, blogging, podcasts, widgets, mobile technology, and more!

    Summoning the ANGELS means you have a competitive advantage in the way you leverage the technology to expand your customer base. The new world of Marketing 2.0 is happening now. I've heard many marketers say that they're waiting to see how it pans out. Don't be fooled by how frivolous some of the early uses of social and virtual worlds may seem, as there are real businesses using the technology today.

    What do you think are the greatest myths about Marketing 2.0? The pitfalls that people fall into?

    I think there are a few! First, the greatest myth is that Marketing 2.0 is the answer to all of marketing's problems! Some people see it as magic: If they stick up a blog, or do five tweets, then they're on their way. That couldn't be further from the truth!

    Second, I've also seen a lot of marketers start up a community and then give it a month to be successful. You have to be willing to put time and energy into your efforts to truly see them through.

    And finally, I think a great myth is that you have to plan and get it right the first time! The beauty of social media is that you can experiment. You can add a social element in the morning—and by lunchtime, see the results and adjust!

    Your book is very comprehensive, addressing everything from next-generation search to virtual environments. We're impressed with your mastery of such sweeping technologies and techniques. Many of these are not only new, but constantly evolving. Second Life, for example, started as a game but has since evolved to a virtual environment suitable for many political, business, and scientific uses. Bill Bainbridge, a scientist at the National Science Foundation, recently held the first academic conference entirely in World of Warcraft. GamerCoach trains employees for a variety of companies on PlayStation, Xbox, Wii, and PC games. The uses appear endless.

    But how do these environments lend themselves to marketing? Does your book address only social networking in virtual environments, or all the options available in virtual worlds and games?

    In the book, I showcase how companies like IBM and The Coca Cola Company are using virtual worlds like Second Life today in experimentation in marketing. I also love the opportunity that serious gaming brings to the table. I believe firmly in gaming for marketing.

    In the book, I showcased how, in one year, our serious game, INNOV8 1.0, had over 100 universities—including Duquesne University, University of Southern California, and Manchester Business School (UK)—using the game to train students on the concepts. To enhance traditional teaching methods, university professors view serious games as an effective way of teaching new skills to a generation that has grown up in the videogame era.

    According to a 2008 study by the Ewing Marion Kauffman Foundation, a great lecture can improve learning outcomes by 17%. Switching to a different delivery mechanism like serious games can improve learning outcomes by 108%. Why is this great marketing? It seeds the universities with your approach, much like what Apple did with computers.

    In addition to gaming being used to educate and seed your marketplace, gaming can be used to drive leads. We just introduced INNOV8 2.0, now expanded beyond training and seeding the marketplace to being a true lead-generation engine. This game is now playable online and affords opportunities for not just students, but clients and partners to learn through play. With the new scoring leader board, we can contact and garner leads from the players and even post them on Facebook and MySpace. The possibilities are endless!

    Search has been king of the hill in marketing efforts for quite some time now, but search metrics, even Google's, have been dropping recently. Many attribute this drop to the advent of social media. Do you think this is true? In general, how does this affect search marketing techniques, if at all? Has search-engine optimization (SEO) come and gone, for example?

    I think that SEO will be around for a while. It's still one of the [top] ways that a strong and measurable return on investment can be demonstrated for social media. People still use Google as their new home page. Search engines are the place to explore and comparison shop.

    I love this analogy: Search engines are like malls. Sony has its own brand retail store in the mall, it has some products at Sears; and it has offerings on its own website. Customers who know they want Sony will go to the Sony website or store; but many customers may just know they want a digital camera. They want to find how folks rate the camera, and then they'll go to Sears or another store to look at them. We still get 80% of our website hits from search!

    However, I do believe that social media has impact on this effect. Instead of people going to Google, many are asking the question on Twitter, or they go to a set of bloggers they trust. In fact, every analyst firm has shown that people trust other customers more than any other source! I do believe this effect will impact search, but I bet that search will be around for a while, especially now that 3D visual search capability is just about to hit the streets.

    Many say that blogging and podcasting are on their way out—that they have been essentially replaced by social media and videocasting. Is there still a role for marketing in these forms? Should a company podcast and videocast? Blog and tweet? Is there guidance in your book on which to do when? Can you give us a hint?

    Blogging and podcasting are part of social media, and I think will be around for a while! I still have around 100K hits to my blog and get tons of great insight from the comments posted to me, and the contacts I make from the blog for IBM.

    I think that humans are different, and as such prefer different forms of receiving a message. Some people like audio to listen to as they work out or drive. Others are very visual and can only truly receive the message through a picture and video.

    I believe that you should choose your tool based on your goals! You can't just say, "Oh, yeah, use video," or "Do a blog." Marketing 2.0 is about supplementing your traditional marketing with social elements.

    For instance, we leveraged Flickr in a recent Tour of Events to generate excitement and get our client set telling our story for other potential clients. It was not in place of traditional, but combined with direct mail and Twittering, it helped us generate a 10% uplift in our events attendance! The book outlines the goals of the tools, and the online version shares some very simple Marketing 2.0 plans.

    Viral marketing and eNurturing are perhaps the least understood of the new marketing plays. Can you give us an illustration of these techniques and how they work?

    Viral marketing is the propagation of marketing messages through peer-to-peer exchange—like wildfire, and often online. The characteristics of something that gets passed around is usually a "sticky message" and content, offering some reward, and typically is unique. In the book, I illustrate one of the best examples of this concept with The Coca Cola Company and EepyBird.com. The video of two "scientists," 101 bottles of Diet Coke, and hundreds of Mentos showed the reaction of the two products together in a huge fountain effect. It started as just a video for the fun of performance, but ultimately was a viral marketing campaign that significantly drove up sales of both Mentos and two-liter bottles of Diet Coke.

    eNurturing is about nurturing your lead online through the sales cycle. Examples include starting with a transactional email linked to content syndication, or a multi-touch email. Multi-touch continues an ongoing dialog and nurtures contacts with a variety of email content at a specified cadence. I also provide a few examples of eNurturing in the book.

    Your book is truly fascinating, and already widely lauded as an incredibly sophisticated, but easy to understand how-to guide on Marketing 2.0. It's backed by a substantial number of case studies and hard science. How long did it take you to write such a masterful authoritative piece?

    Thanks so much for the compliment! I tried really hard to show, through 54 case studies, how companies are doing social media marketing today. I researched for one year and experimented with my IBM team on the techniques so that I could learn firsthand how this world worked.

    You were very involved with the launch of new social media tools, education programs, and technologies targeted at the service-oriented architecture (SOA) business partner community unveiled during IMPACT 2009. Are these different from the tools you addressed in your book?

    This world is changing so fast that we have evolved in the way that we're using the social media tools with our traditional media. At IMPACT 2009, we took our use of social media to a whole new level. We used the tools outlined in the book to drive attendance; to listen to our clients and respond to their requests for sessions, and new products; and even to generate customer evangelists. I've written up two of those case studies, with more to come, on my blog.

    You've authored other notable books. Congratulations! Do you have another coming up soon we should look for?

    Yes, I'm hoping to publish a new book on how to use social media to drive your personal brand in this new world!

    Any final advice on social media use in marketing?

    I would say that now is the time to jump into social media with both feet. Experiment. Learn. And then share what you've done. I know you can reduce your costs and drive up your efficiency! And please follow me on Twitter.



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