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4 Digital Strategy Tips On the Fly From the Marketing Pros

Michael McNichols
February 11, 2020

3 minute read

In partnership with Convince and Convert, Oracle CX Marketing has been producing “On the Fly”—a video series with small, 2-minutes-or-less bites of marketing tips, advice, and training from marketing experts, delivered while they are on the road, at the airport, or otherwise on-the-go.

Here are 4 digital marketing strategy tips from the marketing pros as derived from the series. To view the full video series, check out the YouTube playlist or the Modern Marketing Blog.

Tip #1: Test, 1, 2, 3

“There are three key steps to getting started with AI for sales enablement:

1. Make sure your data is clean

2. Start small. Try AI and machine learning to further segment your leads and identify the leads that have a higher propensity to buy.

3. Test, test, test! Use different model building or use different data sets to validate your assumption.”

Pam Didner, tech marketing consultant and the author of the book Effective Sales Enablement

Tip #2: Leverage marketing technology effectively

“Most marketers have so much on their plate that they don’t have time to build a proper strategy or to analyze their performance. Leveraging marketing technology effectively can save time for marketers to do things that really matter.”

Brandi Starr, Chief Operating Officer of Tegrita Consulting Group

Tip #3: Dark social isn’t a bad thing

“Dark social sounds ominous, but it just refers to web traffic that’s not attributed to a known source because it is missing a referral tag/ tracking code. So where is this traffic coming from? It is mostly when people share content through private channels such as instant messaging, email, or native mobile apps. Having dark social means you have some serious word-of-mouth going and it should be an important part of your marketing strategy.”

Anthony Helmstetter, a digital marketing expert and an analyst with Convince & Convert

Tip #4: Add details to your insights

“When measuring your digital marketing performance, add more clarity to your measurement by adding details to your insights. For example, if your conversion went way down, ask and answer among which audiences? Was this among all your conversion points, or just a few? Or what time? Was it a gradual decline or just a momentary blip? Answering these questions can provide much more clarity to your measurement and your insights.”

Chris Sietsema of Teach to Fish Digital

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Transcripts may be edited for readability.

Michael McNichols
Michael McNichols
Michael McNichols is the Senior Content Manager for Oracle Marketing Cloud. He has over 10 years of experience in professional writing and has been widely published. He is also the blog editor for the Modern Marketing Blog.
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