The 5 principles of engagement marketing: engage people directed towards an outcome
This week, Business Review USA is featuring the five principles of engagement marketing based on the e-book by Marketo, which “[helps] marketers master the art and science of digital marketing.” Principle one is to engage people as individuals. Number two is to engage people based on what they do. Number three is engage people continuously over time.
Principle 4: Engage people directed towards an outcome
To understand this principle—and really, to understand engagement marketing—it’s essential that you have a strong grasp of the customer life cycle: consideration, purchase, use and advocacy for the product or service. This is because “engaging people directed towards an outcome” is the tactful nudging of the customer from one phase of the cycle to the next, toward purchase or recommendation. Marketo calls this nudge the “call to action.”
From the e-book: “For example, you might design an infographic geared toward potential buyers who aren’t necessarily familiar with your offering. But your goal isn’t just to create awareness with your graphic; your goal is to start building a relationship. Your call to action, in this case, might be an invitation to view more of your content (which will eventually lead to buyers sharing their information, like their e-mail address, with you.)”
Let’s consider a national chain of fitness centers. It’s a mistake to allow your marketing to rely mostly on “a really good website.” At the end of the day, if no one buys a membership to the gym, it does not matter how many people visit the website. In this example, the call to action would be for all new website visitors to schedule in-person appointments. This would create an ideal situation to recruit a new member.
“Using an engagement marketing platform, the fitness center chain could carefully study the path to conversion that their customers take. What do new visitors do the first time they land on the website? What do they click on? What series of page views or emails leads to that crucial in-person visit?” writes Marketo.
Afterward, the information can inform marketing choices: “If a form on a particular website has a high response rate, consider moving that form to a more central page,” explains Marketo.
Through a deep understanding of the customer life cycle, and as a result, the best call-to-action at each phase, “[marketers] can both measure and optimize their marketing at every stage and see real impact on their bottom line,” concludes Marketo.
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Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.