Transiting to Automated Marketing is the Need of the Hour

Transiting to
Automated Marketing
is the Need of the Hour
bestercapitalmedia.com
Automate and
Streamline Marketing
Efforts by Automating
at Scale

CONTENTS
MARKETING AVENGERS
C-Suite Marketing & Technology Companionship for Hacking
Business Growth in 2020
What is
Automated
Marketing
Capability
Matrix
03
04
02
Data-Driven
Marketing
Strategy
ABSTRACT
he purpose of this whitepaper is to
enable businesses to automate their
marketing efforts. With the landscape
constantly evolving, it has become critical
to place operations in auto-pilot mode to
streamline a variety of functions, enabling
teams to laser-focus their efforts on
driving revenues.
T
Rules for
Winning with
Automated
Marketing
08

A 2018 survey by Forester revealed that 55% of marketing decision-makers will increase
their tech spending by 10 percent or more. With around 51% of businesses currently
using one form or the other for automation, the numbers are expected to grow.
Introduction
21.4% GROWTH
TO REACH AT $88
BILLION
It is estimated that Digital
Marketing is experiencing massive
growth, leaving behind all the
conventional advertisements
including TV Advertising.
MARKETING AVENGERS
Introduction 03
Advertising Spending in the MENA
region: A recent Zenith study claims that in
2017 internet advertising overtook traditional
television to become the world’s biggest
advertising medium, accounting for 38 % of
total ad expenditure. As internet advertising
matured, internet ad spent grew by 12 %
year-on-year in 2018, and is expected to grow
by an a year fromaverage growth rate of 9 %
2018 to 2021. As per forecast, by 2021,
internet advertising will account for 47 % of
global ad spend.

Brands like Toyota, Qantas, and HP have already seen more
engagement on their ads by using highly personalised creative.
New Zealand’s Fly Buys took a similar approach to streamline its
remarketing strategy. After serving tailored, dynamic display ads to
its reward programme members, the brand eventually achieved its
biggest-ever points redemption week.
Marketing
Automation?
1- Programmatic campaigns focus on time & message:
Programmatic is making it easier for advertisers to tell their stories with relevant messages to
the right audiences at the right time. It doesn’t change the entire creative process; the most
effective campaigns are still centered on genuine insights and stories.
Marketing Automation enables businesses to automate tasks and workflows for the marketing and sales process,
including prospect and customer profiling on landing pages, lead scoring, sending automated personalised emails
and web recommendations to support lead nurturing and customer engagement.
Aiming for Marketing Automation Excellence
INITIAL
1 STAR
PERFORMANCE
MANAGED DEFINED QUANTIFIED OPTIMISED
2 STAR
PERFORMANCE
3 STAR
PERFORMANCE
4 STAR
PERFORMANCE
5 STAR
PERFORMANCE
Simple
response tracking
Regular report of opens/
clicks
‘Beyond the click’ tracking
of marketing outcomes
Segment tracking
Value reporting
Hurdle rates and activity
engagement levels
Response data > CRM
system/warehouse
Not managed
List-building options
increased
Privacy law compliance
List quality improved Reactivation and removal Preference centres
None: ‘Pray and Spray’ Demographics Basic triggers
Full lifecycle sequences
Lead scoring and grading
Additional sequences
added
Newsletter and Eblasts
Increased frequency
Marketing Automation, e.g.
Welcome email
More automations, e.g.
nurture
Full lifecycle automation,
e.g. Reactivation emails
Optimised automations
and frequency
Simple headers Multiple templates Dynamic content insertion
Video review
Mobile optimised
Advanced real-time
content, e.g. weather,
location
Not reviewed Reported Reported by ESP
Feedback loops and
delivery service
Continuous monitoring
None
Experiments with different
offers/subjects
Structured offer/subject
testing
Layout reviews
AB testing
Multivariate testing
Use of AI and Machine
Learning
Email capabilities
and evaluation
List quality
Targeting
(relevance)
Proposition and
communications
strategy
Creative and
templates
Delivery
Optimisation
MARKETING AVENGERS
Marketing Automation 04

CASE STUDY 13
2- Shift from a ‘human vs. machine’ to a ‘human plus machine’ mind-set:
Pattern recognition at scale can reveal new insights. Machines can churn through millions of videos and
correlate creative elements with effectiveness outcomes. That answers questions like, “will the use of this
font or color improve creative effectiveness?”
While machines can surface patterns, human intelligence is required to sort and apply them. For example,
imagine you analyzed hundreds of YouTube ads and identied a factor that was highly correlated to
effectiveness, like top-performing ads were set in living rooms. Would you set all your ads in living rooms?
Or edit your existing footage to include more living room shots? Clearly neither of these would
automatically improve performance.
While machines can surface patterns, human intelligence is required to sort and apply them.
3- Humans will always have the edge:
It is important to recognize that this is still a
partnership: The machine is only optimizing from a
set of variations. It is not conceiving of a campaign
platform and writing an ad from scratch.
Mondelez chocolate brand Lacta’s Valentine’s Day
campaign drove interest in its product via an upcoming
branded lm, “The Taste of Love.” Using contextually
targeted TrueView ads, Lacta invited users to submit photos
representing love through a campaign microsite. It then
used machine learning to analyse and organize the photos
around common representations of love, such as “kiss,”
“smile,” and (of course) “dog” and “cat.” Users could
explore these love-related concepts by visiting an interactive
experience online. Lacta’s approach successfully drove
interest in the brand and proved an important point: While
machines can analyze, organize, and facilitate a new
campaign approach, they can’t conceive of the campaign.
Test our Analyzer tool live: https://bestercapitalmedia.com/technology-solutions/ai-services-in-uae
MARKETING AVENGERS

CASE STUDY 16
CASE STUDY 15CASE STUDY 14
4- Higher demand for personalized assistance:
Just as mobile unlocked new ways to nd and reach relevant users, machine learning is leading the charge
into the age of assistance—a new era dened by skyrocketing expectations for relevant, personalized, and
assistive online experiences.
They are using language processing to trigger
an audio soundtrack when parents are reading
a story aloud to their kids.
Japan’s leading buyer and retailer of used cars,
turned to machine learning to consolidate its
data and nd users who were more likely to
visit its stores. By serving customized ads to
high-value potential car buyers, the brand saw
25% more in-store visits and a 300% increase in
sales compared with the previous year.
The building blocks of this process are already in
place. Between robust audience signals and tools
like YouTube’s Director Mix — which can take
basic video assets and create thousands of
versions tailored to different target audiences —
brands are taking advantage and driving impact.
Recently, they used the tool to quickly create
and serve more than 150 different variations of
contextually relevant ads to improve brand
perception.
Imagine a world in which machines
could reveal the “unknown
unknowns” — the questions we don’t
even know to ask. The possibilities
are endless and thrilling.
7- Programmatic Guaranteed:
The recent launch of BCG/Nielsen research is a
great example of how advertisers and agencies are
reimagining the media buying process. Merging
traditional reservations (typically used to secure
premium inventory) with programmatic buying in
a single platform gives advertisers the ability to
efciently reach more unique users and deliver
relevant ads across channels.
The automation of guaranteed media buys is an
exciting development for Domain. Our clients can
now sync their own data segments with Domain's
premium property seeker audience, and then
deliver relevant creative messages to our network
of sites in real time.
Shannon Fitzpatrick, Domain’s Operations
and Performance Director said:
MARKETING AVENGERS
5- Improving outcomes with automated marketing intelligence:
Automation can also simplify parts of the creative development process, bringing new speed and
efciencies. An example of this is a situation where you might want to explore hundreds of different copy
lines across many different audiences to nd the best combinations. Rather than spending months listening
to bored focus groups debate two or three variations over a plate of stale donuts, machine-learning–driven
tools can use existing data, audience signals, and a library of assets to reveal the best combination.
6- Enabling new types of creative expression:
If these opportunities are starting to sound exciting, think how
much more potential businesses can unlock by teaching machines
to answer more complex questions, like what kinds of stories to
tell in the rst place and how to tell them.
“
“

CASE STUDY 18
CASE STUDY 17
Invest in better mobile
experiences
It doesn’t matter how beautiful or effective your ad
creative is. If you have a poor mobile site
experience, users won’t convert. Top marketers
understand the value in having fast, frictionless
mobile experiences.
With automated marketing, machine learning
bidding algorithms automatically drive more
customers for better-converting sites.
Underperforming mobile sites are at a
disadvantage.
We’re seeing brands adopt new technologies such
as Progressive Web Apps or Accelerated Mobile
Pages to improve the speed and experience of their
mobile sites.
To analyze your page speed across platforms, refer to Google’s
page speed tool at: https://developers.google.com/speed/pagespeed/insights/
Alibaba, which already had a great track record
of improving conversion rates, launched a
Progressive Web App and saw over a 76% lift in
conversions.
By revamping both the mobile and desktop version of BCM’s
ofcial website, we were able generate more traction and enable a
seamless digital experience. Marking our global success footprint,
we were also nominated by Awwwards for mobile excellence, the
details of which can be veried at:
https://www.awwwards.com/sites/bestercapitalmedia
8- Intent-focused creative:
Aussie advertisers use intent signals to revamp their creative development. By processing real-time signals with
a platform like DoubleClick, advertisers can streamline development of a huge number of tailored creative
variations, including rich media formats. Advertisers can even use signals such as local weather or sports results
to trigger the launch of a digital campaign in line with real-world events or, in the near future, airings of their
TV ads.
MARKETING AVENGERS

RULES FOR WINNING WITH
AUTOMATED MARKETING
1. OPTIMIZE 2. ACQUIRE
for growth instead of efciency the best customers
3. EARN MORE
from your existing customers
4. IMPROVE
creatives of your brand
A machine learning algorithm optimizing for actual products purchased in every sales channel
will drive a lot more sales, much more effectively than one optimizing only for an information
request made online.
20% of
customers
drive
of prots.
80%
MARKETING AVENGERS
Business Growth in 2020 08

Automating marketing efforts can help you make a solid strategy that
ensures optimum ROI and takes your business to entirely new heights. With
repetitive tasks streamlined, businesses can focus more on macro matters
instead of micro things.
CONCLUSION
MARKETING AVENGERS
Conclusion 09
Our Digital Footprint

Transiting to Automated Marketing is the Need of the Hour

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