digital marketing

The Future of the Future of Marketing (not a typo)

The future of marketing is now! Actually, it happened already.

After reading through a plethora of “the future of digital marketing” predictions permeating the digi-sphere so far this year, I’ve come to observe two common consistencies among them (aside from the incessant Mad Men references):

  1. Almost everyone has predictions, and they’re almost all the same.
  2. Many marketing foretellings have already been in play with modern marketers for some time.

For those with a seat at the head of the evolutionary marketing spectrum, the conventional future is yesterday’s news. Mobile. Social media. Automation. The list goes on. But what comes next?

Here’s just a few trends on the digital horizon for the future and for.. the future future (evil laugh).

The future: Inbound-focused marketing

The future future: Consent-only marketing

Does your organic opt-in traffic convert better than traffic from strangers? Yes? So does everyones’.

For this reason, many outbound batch-and-blast focused efforts have a newfound skewed inbound rod-and-reel twang. Conversion rates rise and consumer aggravation over unwarranted marketing inundation falls.

As new emphasis on attraction grows stronger, it trends towards a world where all traffic is organic and all outbound communication is full-blown double-opt-in consensual.

Sound crazy? Check out Canada. As of last summer, all email marketing to Canadian recipients (B2B and B2C) must be opt-in according to law. That even includes non-Canadian companies marketing into the country. Violation of the rule could result in a five figure deep slap to the wrist… per email sent.

Some speculate that the new Canadian laws might serve as a litmus test for other countries, who could eventually decide to pass similar legislation depending on the outcome in the great white north. If the US follows suit, it would change top-of-the-funnel strategy for-ev-er.

The idea of full consent is bound to apply to more than just email. We’re approaching a landscape where digital advertising is more intelligent and so tailored to behaviors, it only makes sense that each and every web surfer will eventually have a totally unique user experience on the web wherever they go, ads included. No irrelevant ads? Believe it or not, we’re getting there.

The future: Big data

The future future: Smart data

In marketing, smart is the new sexy. As companies continue to amass multitudes of consumer intel, the protocols to store and leverage that data must become more intelligent to use it effectively. This makes the fear of big bad data kind of irrational.

In an old blog post, I likened such smart data structures to an everyday bath drain. If the drain is in place and is water-tight, it doesn’t matter if the tub is half way full or at the brim, the water will pass through its predetermined path.

With a database that has smart fields, stored in a medium (your proverbial tub) that could handle the volume, and integrated into other systems (your drain), then chances are you could take your plumber’s number off speed dial.

The future: Content marketing

The future future: Content outsourcing

Who cares about content marketing? Everybody. Well, almost. 74% of small businesses say they’ve used content marketing and only 4% had no plans to do any in the near future, according to recent survey results by Business Bolts.

I can’t quite imagine a business that wouldn’t benefit from releasing informative, lead-bearing content deliciousness to its target audiences. A webinar. An eBook. A blog about the future of digital marketing. (See what I did there?)

But already we recognize the king that is content. It’s the lead generation gift that keeps on generating. What’s new is the trend forming into a new standard of outsourcing the actual content creation.

In the early days of content marketing’s rise to the top of the priority list, copywriters, designers, bloggers and the creative likes were hot commodities. DM teams were being outfitted with a diversified fleet of content curators. A worthy investment given great ROI on organic content marketing.

However, as the value of good content rises so does the need for more of it. And it becomes a bit daunting for marketing departments of any size to handle internally.

A lot of groups now have the content process down to more of a streamlined scientific structure, leveraging trusted part-time consultants, agencies and even overseas freelancers for help.

I don’t mean to imply all things content are brushed off to others. The department of course steers the ship by providing outside crew with things like outline, topics, defined voice and style, while third-parties handle the tactical creation elements based on those guidelines. Low commitment, high impact content goodness.

The future: Targeting

The future future: Geo Targeting

Targeting audiences is nothing new. Basic spray-and-pray tactics have boiled down to demographic and behavioural targeting and eventually to mobile targeting. Even geolocation targeting is nothing brand new, but the way it’s combining with mobile and being used with more pinpoint accuracy is.

Targeting geo is becoming so intelligent that some retail stores are able to push coupon notifications to consumers the moment they enter their store.

On the data front, tracking geo down to the footstep allows marketers to uncover actionable trends of how and when you shop, and allows an even more relevant and personalized content experience for consumers. Creepy, perhaps. Effective, definitely.

The future: B2B Marketing and Sales Team Synergy

The future future: B2B Sales Team Displacement

For the past few years, we’ve seen an interesting new intimacy among sales and marketing groups within B2B organizations. Formerly dueling parties living under a universal mentality that sales makes the money while marketing spends.

With the rise of smarter marketing, content nurturing, lead funneling and clear attribution, many teams have bonded in a newfound love affair. But will the honeymoon last? Sources say… yes, and no.

While synergy between groups is likely to remain strong, and even intensify in nature, new trends suggest marketing roles within corporations increasing, while B2B sales roles are declining. This only makes sense if you think about it.

Good marketing teams run programs to nurture and generate wallet-out leads that need just a bit of personal touch during the process. Marketing nurtures with content so the buyer learns what they’re getting, and marketing operations enable a simple user experience to buy.

As things move in that direction, the need diminishes for old-school sales team roles like cold callers to start conversations, explainers to personally nurture things to the next level, and order takers to deal with non complex buyer dynamics

Hubspot posted some research from Forrester that suggests 1 million B2B sales jobs to vanish by 2020.

Marketing warms up the leads and sales supports that process and closes the deals. That dynamic lets groups not only play nice together, but reduces redundancy on the sales side and makes both teams equally as imperative to the sales cycle. Some modern marketing-centric B2B companies like Marketo have this mentality in mind, and employ about the same amount of marketers on their growth team than sales reps, according to sources.


The future of marketing is exciting. The future of marketing’s future.. even more so.

Formulating more intelligent systems to streamline elements like acquisition, data and content while getting to know consumers more intimately than ever will be key to taking digital marketing to the next level of evolution.

So may you stay relevant as the ground continues to shift, or may Darwinism take its course.

Ultramodern Email Marketing

Tools to Reach the Inbox of the Contemporary Consumer


Every $1 spent on email marketing investment returns an average of $44.25. (Experian)


Email Service Providers

Sending email is still believed to be the most effective form of marketing for most businesses. As companies develop from their initial phase, they begin to outgrow the impulsive desire of blind CC’ing all of their contacts in an email from an Outlook account, but rather adopt a more robust, efficient means of distributing email and managing contacts. Like in all areas of marketing strategy, baby-step entry is important. So diving into a multifaceted marketing automation platform isn’t always the ideal route. Many early-stage functions will start with a more basic email service provider (ESP) to begin their email strategy, build up lists, establish some basic-level workflows and track results, later to scoop up and migrate over to something more robust when the time comes. Where these tools used to require a bit of a learning curve for beginners and non-marketers, many have become more intelligent, effectively making the experience of using tools simpler without the need of an expert designer, advanced email specialist or even writing one line of code.


MailChimp has done a nice job in becoming somewhat synonymous with basic email marketing, providing 6 million people with solutions to create, send and track email marketing communication, according to their homepage. Across the board, the plethora of ESPs available to adopt are, for the most part, the same. The bare bones of each product offers the same solutions and broad functionality, but the ones that are optimal come down to the small percentage deviation from the rest. In MailChip’s case, it’s the user experience.

The user interface of the MailChimp platform offers an impressively intuitive experience for even novice users. MailChimp know that many of its millions of users are not email marketing experts, nor are they designers or analysts. That understanding has translated into the design of the simple UI design and the ease of functionality to perform tasks, such as ability to drag-and-drop content blocks when designing emails. The platform holds the user’s hand through the creation of new email, right through the list building, execution and tracking analytics.

Campaign monitor

Campaign Monitor is a recent up-and-comer in the ESP landscape. Like MailChimp, Campaign Monitor stores contacts and provides solutions to create and execute mailings, but with a focus on newsletter marketing. Within the email marketing strategy, newsletter approach plays a big role. Newsletters keep a constant rapport with a business’s network of existing and potential customers – providing updates on what’s going on with the business, industry as well as other valuable content and thought leadership. This helps to organically grow a database of contacts as website newcomers may sign up, and recipients share with their peers who may also register.

The Campaign Monitor UX is also incredibly user-friendly built with beginner users in mind. The design studio offers simple templates or ability to fully-customize content. Where Campaign Monitor goes above and beyond others in its clas is it’s surprisingly intelligent offerings, like personalization ability, social sharing links and even dynamic content to really cater a newsletter’s content to the recipient. The platform also attacks integration, which is becoming imperative in a market of so many technology tools – many with very focused specialties –  that could work together to play into each other’s strengths to help marketers construct an effective, customized ecosystem that powers their marketing. Tools are embracing integration with third-party as a result, and Campaign Monitor is a great illustration of that.

The ecosystem of integrated tools that Campaign Monitor offers is more advanced than many ESPs I’ve encountered. The tool has seamless open syncing ability with a smattering of CRMs from smaller CRMs up to; to eCommerce tools like Shopify, FoxyCart and MoonClerk; to analytics providers like Informly and Google Analytics; to content management systems like WordPress; to much, much more.


Marketing Automation

Marketing automation tools (MATs) are often thought of as ESPs on steroids. While they do enhance the email marketing experience, which makes the statement true, they also open doors to even more abilities to revolve around email marketing and a contact database core. MATs also do more than the name implies. Automating repetitive manual tasks is simply one of the facets that evolving marketing automation tools offer marketing departments. MATs are quickly becoming the central hub where marketers live and manage all aspects of marketing operations, from database management, to outbound and inbound marketing, to analytics monitoring, lead conversion and ROI tracking.

Like with ESPs, there is a large and growing population of providers to choose from and, even with the more robust nature of these tools, still the different solutions broadly are virtually 85% the same across the board; however, the 15% deviation of each encompass the substance that makes them either qualified or unfit for a given marketing departments overall strategy.


Marketing strategy could be thought of as an engine, and automation tools the fuel that makes it run without manual labor. And different engines require different types of fuel. Much is the case in marketing. Hubspot provides solutions to marketers across the board, but in my opinion, where they really shine is in the B2C space and among businesses in the early stage of dispersing their brand. Using marketing to turn strangers to a customers involves a series of stages in between. Marketers must lead strangers to gaining awareness, to earning interest, to consideration, to taking action, to making a purchase, to retaining loyalty. This cycle is the way I like to view it, which expands on the traditional AIDA philosophy. Hubspot has mastered the first two pieces, arguably better than anyone else.

Hubspot has pioneered adding definition to the concept they have coined to the widely-used term “inbound marketing.” Inbound marketing strategy, also sometimes called “permission marketing,” differs but compliments its opposite “outbound marketing.” While outbound strategy involves the longstanding method of approaching target audiences with promotion and content, inbound strategy involves making a business more discoverable to target customers. The popular short summary for inbound is often: “Get found, Convert and Analyze.”

The Hubspot platform does a great job in combining the methods of inbound marketing with outbound communications broadcasting to cast a wide net in the market and pull in interest. Hubspot offers robust email marketing, tracking and automation capability, social media management, SEM functionality and other solutions that push content out and pull customers into appropriate areas that motivate an action. Where Hubspot differs from some others is in the ability to really drill down into those people they are pulling in to qualify and define them. In the B2B space, converting interest to action often involves more finesse and a personal touch when compared to B2B. For this reason, highly advanced lead conversion middle and bottom-of-the-funnel solutions are needed to turn a lead into a marketing qualified lead (MQL) or sales qualified lead (SQL) for delivery to sales.


Marketo is doing a great job of supporting the entire marketing foundation. Marketo tends to cost more than most of its competitors – and far more than basic-level ESPs – so early-stage marketing often eases its way into Marketo to walk before they run. The platform draws in interest using inbound and outbound solutions, then allows users to drill into contacts to pull up a myriad of data on their demographic and behavioral features. As a result, more insight is added to leads which helps push them to their appropriate place, like to sales or back into the nurturing cycle. Building the frameworks to complete those intelligent workflows and have them run automatically is a difficult procedure using any tool – requiring immense analysis, tweaking and testing different approached – but that tedious process is made relatively seamless using Marketo’s intuitive UX.

Marketo has a robust ecosystem of third-party integrations, supports most any marketing channel and syncs with better than any other marketing tools I’ve seen. If there is one tool that will make huge strides in bridging the divide between the sales and marketing functions, Marketo seems to be a big contender.


Crawling before you run is important in marketing, and walking in between is important too. Marketers should not get ahead of their abilities, but also not adopt tools that involve fancy, advanced features they’d be paying for but not use. I consider Act-On to live in the middle of basic ESP and advanced MAT. As a marketing function develops, it needs to make the leap to something better; and in that sense, change is good. After delving pretty deep into the Act-On software, I’ve realized that they offer just about everything Marketo offers, just in a bit less advanced way.

Act-On is in its early-stage and, like others in that phase, it has a few quirks in functionality. As the software develops and irons out the slight wrinkles, it will do a great job of fulfilling the middle-ground solution between a MailChimp and Marketo or Hubspot. Many companies require just the basics in automated inbound and outbound marketing. Also an advantage to developing companies, Act-On contains a pricing model I haven’t seen with other providers. Some MATs charge based on emails sent, which is a bit of an antiquated method since many are using these tools beyond just email. The tools are also attempting to move away from their “email tool” reputation among most to more of a universal “marketing tool.” Most other platforms charge based on the number of contacts that exist in their database, which makes a bit more sense in that simply having contacts exist in a robust database tool offers advantage to the marketer.

It sounds financially inconvenient, but as marketers rely on continuous email marketing, the CPM (cost per thousand emails sent) model hits a point where it becomes less economically-friendly than a fee based on the database size with unlimited email. Act-On offers a bit of a combination of the two, as they charge based on the contacts in the database, but just the contacts that have been actively emailed. Each month, the number resets. So a slow email month will result in a lower fee. How this differs from a CPM model is that an unlimited amount of email could be sent without hitting the point of overspending. Whether each user actively emailed gets one or a hundred emails (not recommended) within a month, the cost would be the same. Business still evolving their email strategy, who might hit some slow months, might find this model a reasonable fit.

Which tools do you believe are supporting major transformation to ultramodern marketing?

Behold, the Power of “Oops” Marketing

Vince Chiofolo

Earlier this week, an unknown (but believed to be quite large) population of recipients had an email from photo printing and hosting service Shutterfly land in their inbox, congratulating them on their newborns. The personalized one-to-one email marketing approach utilizing big data to connect with customers in an informed and intimate way is one that’s been recently ubiquitous as companies get smarter about using their data. However, in Shutterfly’s case, this particular campaign backfired.

According to the influx of people revealing so on Twitter, vast amounts of the congratulatory new-baby emails were received by those who have not had a recent child and those who not expecting one any time soon. Shutterfly has yet to follow up on the blooper. A fine example of how targeted, personalized email marketing could hit a glitch and miss the intended target, and they are not alone!

Shutterfly Marketing
In modern email marketing, with massive data many moving parts, many of which lean on automated technology to drive efforts, the risk of mistakes are arguably higher than ever. Even a slight hiccup in a robust automation-driven marketing framework could cause a widespread, embarrassing customer-facing malfunction. In Shutterfly’s case, although they have failed to comment on the blunder, it was likely a case of incorrectly mapping an automation workflow to its appropriate list; either mapping to an incorrect segment or to a broad parent database instead of a sub-level query.  As the marketing platform of smart companies are becoming more robust, they are beginning to understand the probability of such errors within a complex network of voluminous customer data and algorithmic functions, and are even strategically planning for such probable occurrences.

Spinning Obstacles to Opportunities

Marketers often times find themselves playing the part of proverbial alchemist. That is, taking something with seemingly little opportunity and turning it to gold, or at least an unimagined positive outcome. Marketers see opportunity in many places that others wouldn’t. Often, a small and overlooked piece of content could spawn a series of valuable information in the form of a full multifaceted, revenue-bearing campaign. Sometimes, the value that marketing opportunists see is even in the snags. There may not by reasonable ways of preventing all business blunders, but at least some teams are preparing for them. Twitter is known for keeping a repository of “oops emails” for use in the cases of inadvertent glitches. A recent email the Twitter ad team sent as a follow up to a miss-mapped segment follows a great formula for good recovery strategy.

  • Point out the mistake and own it
  • Explain and apologize for inconvenience
  • Spin it to an opportunity to leverage


Twitter points out it’s mistake instead of silently hoping that nobody noticed. Of course they noticed. Twitter owns the problem in the distinct, concise first sentence of their email: “Oops!” The team goes on to explain the context of the issue to eliminate the confusion and then apologizes. Their explanation even allows them to describe their new offering as the negative-to-positive spinning begins: “The email is part of a new educational resource we are testing to support advertisers during their first few weeks of advertising”. They go on to put the spin in full turn with the closer, offering the opportunity to continue to be on the unintended distribution list: “However, if you found this morning’s email helpful and want to continue to receive information about how to advertise on Twitter, click on the button below to let us know.” Then the call-to-action in the form of a visible orange button. Twitter Marketing

Pet Supplies Plus

DJ Waldow, Digital Marketing Evangelist at Marketo,blogged about the practice of crafting a perfect “oopsie email” forMarketo Blog. His example pointed out a quickly-executed recovery by retail supplierPet Supplies Plus that followed a Black Friday sale offer that was inadvertently sent after Black Friday already took place. The recovery email, that likely lived in the marketing team’s email content arsenal as a proactive “just in case” solution, was nicely done. Because it was prepared, it was sent immediately.  It also owned the mistake, explained, apologized for the incidence and even used it to their advantage. First off, any email content that includes a ham-handed dog using a computer is sure to ignite some attention and likability. Include a speech bubble and you’ve got a home run. The store made a point to then use the “sorry” to thank their customers for their loyalty. Then, their approach was picked up by some great marketing blogs awarding them some pleasant publicity as a result of their error.

Pet Supplies Marketing

Even mistakes that are out of the hands of the marketer could be spun into an actionable, opportunistic approach. Earlier this week, online source for antiwar news and opinion with self-described devotion to “non-interventionism” was unexpectedly compromised by foreign hackers. Director of Operations Angela Keaton, jumped on the issue by immediately issuing an email communication to site subscribers about the breach, and warning of certain pages potentially acting funky. The next day, the below follow up note succeeded the original update. The second drip not only kept readers informed of the situation, but motivated their will for the cause. Keaton described the attack, their bout with the FBI and other obstacles that challenge their path. Here, the email marketing recovery formula was infused with an inspiration-inducing tone which reinforces the basis of readers’ following the site in the first place; “Every time the War Party tries to silence us, we come back stronger.” The note goes on to remind readers that their support is the key that allows them to overcome such burdens. Then, a subtle CTA to donate. Antiwar,com Marketing
Mistakes happen in all functions. In the ones that are customer-facing, it’s important to be prepared and turn a negative into a positive with creativity and smart strategy. Don’t fret the mistakes, they happen. And when they do, don’t just say you’re sorry, make something of it!