Developing Your Marketing Campaigns Using Predictive Analytics

Technology has changed the way marketers reach their target audience. Communication is faster and conversations are being developed and used for quantitative/qualitative analysis. While understanding real time data is very important, marketers must use foresight to study market trends in order to understand their target audience better and increase a campaigns reach.  Predictive analytics is a broad term describing a variety of statistical and analytical techniques used to develop models that predict future events or behaviors. Marketers can pin point trends to increase efficiency, which will save money and maximize the campaign’s budget. IBM said it best, “Predictive analytics gives you the knowledge to predict…and the power to act.”

The speed of technology forces organizations to look and think ahead. Marketers participate in data mining in order to identify trends, patterns, and relationships amongst the gathered data. For example after the launch of a new loyalty program, company X will analyze the data to reveal consumer psychographics but also as a method to foresee changes of that target audience. Although the customer may have purchased the product, predictive analysis goes a step further to help companies understand what made the customer make that purchase and is there a high chance for return.  Not only will marketers understand why, predictive analysis can also answer the questions what’s next and what can we do about it? Instead of offering the same discount in the loyalty program, company X can analyze the information and determine if such an offer should be continued even though the customer just purchased the product. Rather than relying on intuition when pricing products, maintaining inventory or hiring talent, managers are using data, analysis and systematic reasoning to improve efficiency, reduce risk and increase profits. Predictive analysis benefits more than just the marketing department but also sales, business operations, and financials.

The increase in predictive analysis has also resulted in the growth of intuitive software systems designed to provide organizations with the technological framework to integrate into marketing operations. Two industry leaders are IBM SPSS and SAS. Both products have become industry leaders due to their vast technological capabilities that can be tailored to industries and specific organizations.

The Future of Predictive Software

Companies are obtaining vast amounts of information at very quick speeds from multiple devices. Data analytics management has become virtually impossible to manage without a CRM system. Therefore, analyzing the information effectively will require systems that can compute a large magnitude of information. The complexity of the incoming data has also shifted. Social marketing goes beyond general consumer demographics. When it comes to social media, predictive analysis can be used to assess how customers respond via social media and model what behavior might occur. While most brands marketing organizations still view social media and traditional media separately. An example of this occurs when traditional media is used to drive viewers to online initiatives furthering the conversation or vice versa. Without a robust platform, marketers will be unable to understand the ROI of the entire campaign. As more companies continue to adopt the IMC approach, expect predictive analysis software to grow due to the high demand for systems possessing social media capabilities. As technology continues to change online and offline interactions, predictive analysis should be adopted as an internal and external function of the organization.

Before we take leap forward, let’s take a look back at what 2011 brought us

2011 was indeed a year for emerging media. But this year, we really began experiencing what it means to integrate emerging media with traditional media.  I know there are still skeptics who may believe that the two entities do not belong together, but as people continued to spend more time online there is no way around it. More organizations sought to create an online and offline experience for their target audience this year then ever before.

Still not sold on it? Well think about it. If you answered yes to any of these questions below AND answered the call to action then you have proved us right.

• Did you see a TV commercial with links to their Facebook Page or Twitter account?
• Did you scan a QR Code on an advertisement in a magazine or direct mail piece?
• Did you watch a live TV show and tweeted your response to a question they asked at the same time or joined a tweet chat?

Social Media: Although social media is generally driven by consumers this year brands dominated the networks. We saw a major change in layout, advertising programs, and capabilities from the top social media networks. For example the Facebook Insights dashboard allows companies to become more social and engage with a wider audience by placing their brand directly in their presence without necessarily invading their space. Twitter’s usage continues to grow amongst multicultural audiences especially African Americans and Latinos. But, if there is one thing that stands out about this platform is that almost 48% of users access their account on their mobile devices.  Expect this to become the driving force behind 2012 changes to Twitter.  Nonetheless, the rankings probably will not change much amongst the top performers but keep an eye on Instgram and Tumblr in 2012.

Digital Design Media:

Content Creation- One design trend that was prevalent this year was content creation sites/applications in the form of reviews. The act of curation is becoming essential to staying current with fresh content on the Internet. For example, Stamped allows users to rate and approve things they like quickly. Rather than a standard three to five stars rating Stamped is a yay or nay proposition–it makes the review/recommendation interaction quicker and easier. Since Stamped starts members off with a finite number of credits it rewards users with more stamps if their recommendations garner attention via their social network. Ultimately the whole idea of Stamped is a giant call to action with one’s friends acting as the curators. In 2012, social marketing will go beyond just the networking sites.

Infographics- Now that you have extensive amounts of data at your fingertips-now what? Infographics merge data and design. Infographics are creative, engaging, and make market research much more easier to understand. If you have research to present, consider designing an Infographic in 2012. As popular marketing websites such as Mashable.com continue to use Infographics to explain data expect to see this trend continue in 2012.

Mobile Media:

QR Codes- QR Codes were everywhere this year…even on my toothpaste tube! Direct mail pieces really benefited from QR Codes because they provided an intriguing quick way to get deals and more information about the sender.  There is still life for direct mail, thanks to QR Codes. Therefore do not completely count them out of your strategy. Besides direct mail pieces, QR Codes have begun showing up on more product packages, poster boards, advertisements, and outdoor media.

Online Shopping: Online shopping numbers hit major highs this year. The emergence of tablets, mobile websites, and mobile applications made shopping online much more convenient for consumers. This Christmas 18.3% of online sales were from a mobile device up from 8% last Christmas.

Well that was our year in review and we look forward to 2012. Happy New Year from ARGUS!

Mobile Technology and Millennials

There is no doubt that technology has changed the way we communicate, behave, and learn. Higher education has seen a change in learning and teaching initiatives as well as recruitment and engagement. Most campuses are utilizing a mix of emerging media and traditional media to connect with current and prospective students. Social media has now become the norm for almost every higher education institution. There is an acceptance and understanding that institutions must have some sort of presence on the main channels (Facebook, Twitter, YouTube, LinkedIn).

Nonetheless, there is one opportunity that is at the top of the list for higher education professionals: mobile technology. Mobile technology gives universities a chance for deeper engagement where their target audience spends a fairly significant amount of their time: smartphones. Half of all college students used mobile gear to get on the Internet every day last year, compared with 10 percent of students in 2008, according to Educause, the educational-technology consortium. Millennials are avid smartphone users who believe that technology makes their life much easier. Just yesterday, I was on the campus of Brown University at Johnny Rockets and two undergraduate students requested to speak to the manager about an on campus food ordering application. The mobile application in development will allow Brown University students place orders at on campus restaurants directly from their smartphone devices. The cross strategy opportunities are endless for all parties involved.

Industry Trends

1. Mobile Website/Mobile Application: Websites are the focal point to experience a university in a cyber world. However, universities must understand that the web experience must also be transferred to smart phone devices. This can be achieved by creating a separate site that will identify mobile browsers (some content management systems automatically detect this) or the university can create a unique mobile application.  Third party learning management systems such as Blackboard have created mobile applications that can be used in conjunction with a university’s online and on campus courses.

2. Real Time Alerts: There are a variety of channels for real time alerts to students on campus or within a specific distance. These real time alerts can be used as a safety measure during a crisis on campus or even as a method of engagement for specials, promotions, or events. SMS, RFID, and Bluetooth are a few examples of notification channels.

3. Mobile Commerce: Shopping with mobile devices is catching on in the world of mobile technology, and this includes on college campuses. University of Denver and Stanford University are two examples of universities that are embracing on campus mobile payment options for their students. For the university this will allow enhanced monitoring of your best and least performing shops on campus.

4. Branding: QR Codes are actively being used on college campuses across the nation for various purposes. For example, QR Codes can be used for on campus brand awareness initiatives, video streaming, location based discounts, and even as mobile payment option. Universities can also customize their QR Codes by shape, color, and size. Another example is Purdue University’s Studio Project that takes real time status updates to create a collaborative learning environment. Professors can adjust their course content and enhance the learning experience in the classroom.

The Benefit: Gold at Your Fingertips

Integration of mobile technology in higher education means extensive data will be transmitted in a short amount of time. Universities must now analyze the information that has been gathered to really get a deeper understanding of their target audience. The type of data collected will vary depending on the tactic used however; it can range from behavior, learning, and commerce. This can result in new recruitment initiatives and insights to better leverage technology for learning in the classroom.

Surprised? Outraged? We were too.

That’s why, in partnership with the Department of Public Health’s Massachusetts Tobacco Cessation and Prevention Program (MTCP), we recently launched the OPPOSE campaign to educate adults about the industry’s new tactics and prompt local action.

As part of this statewide initiative, we created an online community (oppose.ning.com) to bring concerned adults and key stakeholders together on the issue of protecting our kids from these underhanded tactics. In addition to a paid media buy, we also created an interactive exhibit, Big Tobacco’s Carnival of Tricks, and we’re traveling to malls across the state to raise awareness of the sneaky tobacco industry tactics and what adults can do to protect their kids.

So far, we’ve had two successful events at the Burlington and Northshore malls and we’re looking forward to continuing this road show in other communities, including:

June 4th 11-3PM: Solomon Pond Mall in Marlboro, MA
June 11th 11-3PM: Southshore Plaza in Braintree, MA
June 18th 11-3PM: Holyoke Mall in Holyoke, MA
June 25th 11-3PM: Holyoke Mall in Holyoke, MA

To learn more, please visit oppose.ning.com and stop by Big Tobacco’s Carnival of Tricks if we’re in your area!

The third step to building your social media portfolio is:

3. Execute with consistency.

At this point in the social media portfolio process your profiles have been established and you have worked to correct any misinformation. Keep in mind that moving forward with consistency across a range of social media sites is extremely important because you want people to instantly recognize your business from the look and feel of your social media profiles. Don’t be afraid to take advantage of the customization features offered by sites, such as profile pictures and backgrounds.

Here are some guidelines that will help your business achieve a consistent and professional image:

• Layout or color scheme: The layouts and color schemes of your social media profiles should be based off one common denominator, generally your company website. If your profiles conflict, people may be unsure whether they are looking at the same or two different companies.
• Official logo: While this seems like a no brainer, it is very important to use the same logo version across profiles. This means keeping it on the same color background and displaying it prominently on the profiles.
• Update intervals: Set deadlines for when your profiles will post new content or updates. This can be as simple as deciding to post a blog every week and at least one Twitter post a day. Remember, just because you take a day off doesn’t mean the Internet does.
• Language and voice: It would be beneficial to carry the same voice and language throughout your profiles. You want to maintain a professional but approachable persona. Being consistent doesn’t mean having only one person write and update all profiles. It means setting guidelines for appropriate language and terminology that all contributors will feel comfortable with and follow.
• URL shortcuts: There are many different sites that allow users to shorten URLS. On mobile sites and character constraining sites such as Twitter, shortening URLs is a must. Internet users take a gamble when they click these links because they cannot determine where it will bring them due to the URLs being a jumble of numbers and letters. Use the same URL shortening site every time to avoid confusion and to establish credibility.
• Photos and images: Have four or five official photos of your business available. Some sites allow users to upload photos to enhance their experience and the site’s database. Keeping the same photos every time will cut down on the confusion.

One benefit of having these guidelines established ahead of time is that the process of making profiles on new sites becomes streamlined. The trick is applying the guidelines to whatever customizations a site may offer. Following guidelines across sites will also give your social media portfolio a professional and well-planned look.

This series was created to help your business plan its social media strategy and execute it effectively, thus creating a social media portfolio. Going into the portfolio process, you want to have a clear understanding of your businesses’ resources so that you can devote enough time to all the channels you plan on targeting. You also want to take control of your social media presence by establishing your businesses on channels you do not plan to utilize regularly in order to protect your image. Leaving content creation up to other users can damage your portfolio and make your business appear questionable. Lastly, you want to be consistent in the look and feel of your social media profiles by drawing up guidelines that can then be implemented across all your social media.

Social media is a valuable tool that can support your businesses’ communications goals. Building your portfolio is only half the work, you need to keep up with and maintain your social media. With the three steps in this series you can create a portfolio that emphasizes the value of your business, drives traffic, and adds to your online presence.

If you’re interested in learning more about social media and how it relates to business, take a look at our last two posts:

Building Your Social Media Portfolio: Pt. II

Building Your Social Media Portfolio: Pt. I

The second step to building your social media portfolio is:

2. Create profiles on channels you don’t plan to utilize on a regular basis to protect your image from false information.

Half of your social media portfolio is creating profiles and content on various sites. The other half is protecting your content and monitoring what is being said in social media to protect your image and stop false information from spreading. This is where the importance of stagnant sites comes into play.

There is a double-edged sword to social media. On one hand, it’s great that everyone can create content. On the other hand, it’s…not great that everyone can create content.

The classic example of this paradox is an electronic business directory. This is where the definition of social media can get a little fuzzy. Location based and check-in based applications like Foursquare or Google Latitude can act like a business directory in the same way that Yelp or Google Maps can. Location based and check-in based programs function to gather information about a business or a place that will assist and enhance a user’s experience. The catch is that the businesses being listed may or may not have created their profile on these sites.

Picture this: An imaginary tourist is sitting in the imaginary “Sunflower Café” a few blocks away from their imaginary hotel. The tourist takes out their smart phone and launches the imaginary check-in based application “The World in Your Pocket.” After using the search bar in an attempt to find the “Sunflower Café” with no results, the imaginary tourist decides to create a listing for the business without the café’s knowledge. The problem? The imaginary tourist has a touch phone and accidentally spells the word “sunflower” as “sunflwr.” The owners of the “Sunflower Café” do not dabble in social media and have no knowledge of this profile. The spelling mistake leaves their business looking questionable to other patrons using the same check-in based application.

Accidents like this are innately innocent, but they can create a bad image for your business. They are also a pain to clean up after the damage has already been done. The solution? Create the profile before someone else does. Or, check your business’ existing social media profiles to make sure the information is correct and make changes if necessary. You do not want someone else’s mistake detracting from the hard work you have done to build you social media portfolio.

Many sites have the option to “claim your business.” This means you can either create a profile, or edit an already existing profile by signing up for the application and going through a few simple identity-verifying steps.

Business directory sites are the easiest social media profiles to create and consequently forget about. They generally require little to no maintenance once created, unless they are being used to distribute special offers or for some other creative purpose. By going through various sites and establishing your business, you can prevent false information from circulating while simultaneously adding pieces to your portfolio.

Keep in mind that it may be necessary to use a smart phone when creating social media profiles. Many sites allow you to sign up online, but you can only go so far without the actual smart phone application . Sites like these include Foursquare, Gowalla, Google Latitude, Whrrl , Brightkite, Loopt, and Facebook Places.

Stay tuned for Part III of “Building Your Social Media Portfolio,” focusing on maintaining a consistent image across all your media profiles.

Social media is an invaluable tool that allows an organization to define itself in the virtual space. Three steps must be taken to build your businesses’ social media portfolio.

1. Decide which channels to target and devote time to.
2. Create profiles on channels that you don’t plan to utilize on a regular basis to protect your image from false information.
3. Execute with consistency.

In this first of this three-part series, we will explore step one in-depth.

1. Decide which channels to target and devote time to.

This is the self-evaluation portion of your social media strategy. You are laying the foundation for your positioning in the social media world and planning which channels you will include in your portfolio.

When choosing the social media channels that are right for you, it is important to keep in mind the following things:

• Manpower – Who will be updating and monitoring social media?
• Time – Maintaining social media can become time consuming, so plan early on how much time you are willing to dedicate.
• Content – Keep in mind that the type of content you wish to share may be better suited for specific social media channels.
• Voice – What is the voice of the company and how will you translate this electronically?

Keeping the above factors in mind, you can start breaking down the social media channels into three categories:

• Staple – These are the highly trafficked sites, such as Facebook and Twitter that every business should have a presence on. It is important to remember that the demographics of these sites are highly diverse and far-reaching. By establishing yourself on Facebook, the 500 million global users on the site are now at your fingertips — or rather, you are now at their fingertips. With Twitter, you can easily transmit important information instantly and concisely. These two social media tools are important because they transcend age, gender, ethnicity, time, and location.
• Target – These are sites that your business will be devoting time to in addition to the Staple sites, and will vary based on what products and services you offer. One example of a target site is LinkedIn. Individuals, who could be potential clients or future employees, use LinkedIn to gauge the credibility of a business. News, contact info, employees, past clients, and experience can all be listed on a LinkedIn profile.
• Stagnant – These are social media sites that you will have to create profiles on, but do not plan on maintaining or updating regularly. The purpose behind this is to establish a presence that can potentially be revived at a later date, and also to protect your business from misinformation. Sites similar to Yelp and Manta fall into this category because they can be created without the need for maintenance.

Stay tuned for Part II of “Building Your Social Media Portfolio,” focusing on stagnant social media.

Credit: Creative Commons

It’s no secret that Facebook, Twitter, blogs and the like are no longer reserved for college students, techies and over-sharers. In fact, nearly 70% of online adults are using social media on a regular basis, a figure that is only increasing. Social media has become a crucial component of the marketing mix for companies of all sizes across all industries as a virtually free way to dissipate information, interact with your audience, and increase brand recognition and loyalty.

In this economy, social media has become more important than ever for the non-profit and public advocacy sectors. It is an incredibly cost-effective way of sharing news, raising awareness, as well as building and sustaining online communities in support of a common mission – when done correctly. This means going beyond setting up Twitter and Facebook accounts or posting the occasional YouTube video. It requires a clearly defined strategy with tactics that are designed to reach your target audiences in order to achieve measurable goals and objectives. Without a comprehensive strategy, those random tweets only create white noise and contribute to information overload for users. The strategy determines which social media channels you should leverage to best support your goals.

One appropriate tactic for non-profit groups seeking to raise awareness among their target audience is to start a blog that showcases the organization’s knowledge and expertise. Blogs have become a mainstream means to share information and incite discussion with over 57 million American adults reading on a regular basis. To ensure the post reaches your target audience, you could ask influential bloggers with an established readership to write a compelling post on the issue, and include a call to action that directs readers to your website. It’s important that your social media tactics do not standalone, but rather work together to proliferate your message and maximize your time and resources. For example, you can share a link to your blog post on your Twitter and Facebook pages to ensure optimal visibility and reach.

The golden rules of social media for non-profits and public advocacy groups are to keep your audience engaged and encourage their participation. It is important to regularly update your social media channels with relevant and meaningful information. New content cultivates interest and encourages people to share your updates with their online networks. Motivate people to interact with your organization by allowing them to comment on your Facebook discussion board or your blog posts, for example. Start a conversation with your audiences by responding to comments and answering any relevant questions to the best of your ability. Of course, this level of personal interaction requires some level of monitoring and maintenance, but it is a wise investment. If people feel that they have been heard and that their opinions are valued, they are more likely to continue their involvement in your organization and champion your cause.

As I’m sure many of you can attest, raising awareness on behalf of your organization is only half the battle in the non-profit and public advocacy world. Oftentimes, motivating people to take that extra step and do something is the hardest part of achieving your organization’s goals. Social media serves as an excellent vehicle to help mobilize your target audience into action. You can use social media tactics to drive traffic to your website to make donations, send Facebook invites to increase event attendance or arm your supporters with the resources to write to their local legislation calling for action on behalf of your organization.

As a final reminder, make sure to nurture the online community you have developed. Keep supporters abreast of any new updates, accomplishments and new opportunities to stay involved in the organization. An educated, responsive online community that feels appreciated is a valuable asset to any non-profit, and these supporters are likely to remain loyal to your organization for years to come.