The technology marketing landscape is a multi-screen world. Buyers are interacting with sellers on multiple devices and in a variety of usage contexts. For this reason, there is an emerging concern among marketers to observe and cater to the meandering “Customer Journey” taking place across this variety of marketing channels.
On this episode of Moneyball for Marketing, Jamie Beckland, VP of Marketing and Customer Success for customer-acquisition focused user management platform Janrain, shares insights on how companies are adapting their marketing solutions to thrive is this new landscape. Highlights include:
- Cookies, Silos and Stacks: Jamie defines the unique challenges and opportunities posed by the role of different “marketing technology stacks” supporting devices used in the Customer Journey; the importance of developing centralized, up to date buyer information; the need to alter marketing solutions from blanket campaign methods to personalized one-facing-one methods and why marketing technology used only a few years ago no longer does the job.
- Who’s Getting it Right, and How: Jamie shares several successful marketing solution case studies:
—How Whole Foods is persuading customers to log in across multiple devices by offering valuable experiences tailored to individual marketing channels
—How Trip Advisor leverages social media to offer a more personalized, relevant experience to users
—How Universal Music improved its campaign open rates tenfold through customer data set building and message personalization
- The Art (and Science!) of Customer Marketing: Jamie ponders the changes that companies need to make in order to cater to the “Customer Journey” era. His thoughts span the areas of marketing technology for customer data management, the role of IT staff in company marketing and management functions and striking the right mix of quantitative and creative skill sets within marketing solutions teams.
Jamie Beckland is the VP of Marketing and Customer Success at Janrain. Jamie has been delivering custom web solutions for more than 10 years and built his first social media community in 2004. He speaks frequently about technology trends and writes for Mashable, Social Media Examiner, iMedia Connection, Ad Age and other publications. Jamie holds a B.A. in International Studies from the University of Wisconsin, Stevens Point, and a MPP in International Commerce and Policy from George Mason University.