Being on time or complying with a due date is a nightmare for everyone. In marketing, sending an e-mail is a time-sensitive affair due to special offers and holidays.
We all want to work with plenty of time ahead, but... how can we do that?
Regarding demand-generation campaigns, we’ve all been through some typical situations. Everyone knows how complex it is to orchestrate the resources involved in digital marketing. But there’s another challenge that often goes unnoticed, an adversary that’s both hard to beat and even see: everyone involved in the decision-making process for executing a plan, from a simple e-mail to posting something on the internet. We clash over personal tastes about esthetics, tone, pictures… sometimes discussions are about egos!
The owner of a marketing agency with three decades’ experience in demand-generation services for multinational firms in the IT sector, once let me in on a huge secret: ‘Our main problem when we want to achieve results is the large number of people involved with the authority to say no vs. the few that have the power to say YES, let’s do this’. Simple, isn't it?
[[ You may also want to read: Marketing Automation Platforms for FIs ]]
But when we manage to establish the KPIs and allocate responsibilities clearly, people with veto power, i.e. those with the power to say NO, will engage as part of an agile, timely execution plan.
Also, omnichannel marketing platforms, an automated platforms for digital marketing actions, and the adoption of digital-marketing methodologies like Inbound mixed with Agile, boost efficiency in decision-making. In other words, automation is the result of process planning, but in order to plan we need to make decisions, and that’s where digital-marketing methodologies are a game-changer, sidestepping philosophical debates and contributing with hard data to end long discussions.
For example, no one argues about the ideal format of an e-mail. You design it to be attractive and to get opened a lot, to draw clicks and, mainly, a high conversion rate. How? The standard rule: 1/3 content, 1/3 image and 1/3 call-to-action. Where? Centered. You want to draw attention to yourself, but above all things, you want to get readers to do what you want them to do. The same thing applies to posts on social networks, blogs, etc. Every piece of content walks a line, always aiming for conversion, to make readers have a good time and do what we’ve planned for them to do.
In this context, if your company has a complex decision-making or approval chain, if decisions are debated or argued over just for the sake of doing so or in order to validate a personal opinion, methodologies can help to provide a solid argument, especially because they provide results. We can think of examples of nimble methodologies in development environments, PMI for project management or the Structured Sales Process created by IBM to assess sales opportunities within its commercial teams.
All of that stands the test of time because it provides results, but especially because it takes down barriers erected by tastes and personal whims, of which there are as many as the number of people involved in the process.
It’s just a guide of trends that may change every quarter, as we know, but it also show us why certain ways were chosen and especially, which pains they were meant to solve.
So, if you're planning your next campaign to be a killing offer, be there with the best content, at the right time, to the right audience. Methodologies like Agile, with clear goals and hard data, will save you from approval loops or a couple of headaches.
[[ Also see Personalized omnichannel campaigns in retail banking ]]
If you're considering the automation of the digital marketing in your financial institution, contact us!