The 5 principles of engagement marketing: engage people as individuals
Marketing is the wings of business. It takes a product or service, delivering it to the consumer to offer a choice of whether to buy it or not. Effective marketing will compel an empowered consumer to take you up on an offer. In the Age of Information, marketing cannot afford to continue on as it did before. It must adapt. Innovative marketers around the globe are, and have been, busy learning to market in the Digital Age. One of these innovators is Marketo, an organization whose mission is “helping marketers master the art and science of digital marketing.” In the following five days, Business Review USA, will discuss the “5 Principles of Engagement Marketing,” according to Marketo’s e-book.
Marketo’s marketing approach is based on the idea that buyers are forming opinions and drawing conclusions before they interact with a company. Decision making is no longer confined to the showroom floor or company website. Therefore, it’s up to the marketer to become the steward of the customer journey and build a bond with customers wherever they are.
According to Marketo, “engagement marketing is about creating meaningful interactions with people, based on who they are and what they do, continuously over time. It’s marketing that engages people towards a goal, wherever they are, and it’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more—and better targeted—programs.”
Principle 1: Engage people as individuals
Whether you’re talking to a CEO about hardware or a new mom about car seats, you need to be well versed on the buyer’s individual preferences, history, relationship to your company, stage in the buying journey and more.
In the case of a marketer for a large stadium that hosts football games, she wants to turn the individual ticket holder into a season ticket-holder and the latter into a lifetime ticket holder. “The marketer could us an ‘engagement marketing platform’ to learn all about their customers: which game tickets individuals have purchased, which teams individuals “like” or follow on social media, each fan’s favorite players—all of that information could become the fodder for marketing that speaks directly to individual customers” reads Marketo’s e-book.
“Next, the marketer could even identify specific indicators that a fan is likely to purchase season tickets and then nudge that person closer to a sale—maybe an email with a special discount code? The more you know about your audience, the more likely you are to make the best offer at the right time,” concludes Marketo’s primer.
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How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”