Mediaboss Marketing

HaveYouHeard, the full-service agency launched in Cape Town 11 years ago and now with satellite offices in Johannesburg and London, has appointed its head of integrated execution, Victoria Gabler, as managing director.

Victoria Gabler

Stewart, who has been largely responsible over the past three years for re-structuring and re-skilling the agency to transform it from a small specialist mainly active in the influencer and social media spheres to a full-service agency able to meet the needs of any client or project regardless of size, hands over responsibility for the day-to-day running of the agency to Gabler.

He will focus on adding value for the agencys clients, as well as exploring unexpected opportunities for growth and building new revenue streams.

HaveYouHeard is in an incredibly healthy position with a very strong foundation, culture, team and systems that make doing good work exciting and stimulating, if not easy. We have a very unique offering and approach which clients are enjoying, have picked up exciting brands as new clients, and are perfectly positioned to be able to deliver very powerful work, he said.

It is therefore the perfect time for myself and co-founder Ryan McFadyen to relinquish day-to-day control and focus on what we do best, innovating within the creative world, by sharing responsibility for the agencys future with someone who understands its idiosyncrasies, who shares our passion and vision, and who has the skill set to quite frankly do a great job.

Victoria is undeniably that person. From day 1, she leveraged her strong operational skillsets, financial acuity and street-smarts to make us more efficient and pass those benefits financial and time savings onto our clients.

As head of integrated execution, she managed all execution departments from experiences, to activations, to influence, to digital, to production, to PR. Here, she did a phenomenal job of integrating our departments and teams, morphing them from silos into collaborative units. This had an immediate impact on our work and made us more efficient and effective so that we were delivering better outcomes, easier.

With her incredible ability to bring out the best in people and the teams they form, she is able to simplify and systemise excellence, and has earned the respect of everyone in the agency. Were very proud of her, how she has grown through our in-house development and leadership programme, and look forward to seeing her positive influence on our clients businesses, said Stewart.

Gabler has a strong background in FMCG, a deep understanding of the South African liquor industry, and a solid track record in activations and brand events. She studied Marketing Management at the Institute of Marketing Management and has a Diploma in Advertising from The Institute of Marketing Management.

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HaveYouHeard appoints new MD - Bizcommunity.com

Doug Camplejohn

Source: LinkedIn | YouTube

The new head of Salesforce's flagship software for tracking business opportunities comes from LinkedIn, which Salesforce tried and failed to acquire in 2016, losing out to Microsoft.

Doug Camplejohn, who had been a vice president of product management working on a tool that helps salespeople find prospects on LinkedIn, is now an executive vice president and general manager for Sales Cloud.

The move shows Salesforce tapping a person who has enjoyed a privileged view of social media-powered selling to lead Sales Cloud, the company's biggest product and the leader of the customer relationship management market.

Camplejohn arrived at LinkedIn in 2015, when it bought Fliptop, a predictive sales and marketing start-up where he was co-founder and CEO. At LinkedIn he worked on Sales Navigator, a tool unlike any other. It evaluates hundreds of millions of people listed on the business social network and identifies key people at companies who can help salespeople land deals. Sales Navigator can also automatically update services that manage sales outreach efforts, such as Sales Cloud.

Microsoft recognized the value of this approach, which is known as social selling. In 2016 Microsoft CEO Satya Nadella approached LinkedIn CEO Jeff Weiner after LinkedIn's stock fell on guidance that missed analysts' expectations, and the two discussed a possible business combination. Salesforce also saw an opportunity, and co-founder and CEO Marc Benioff reached out to Weiner just as Nadella had done. LinkedIn evaluated its proposals and ultimately went with Microsoft.

Since the $27 billion acquisition closed, LinkedIn has made it possible for companies to use Sales Navigator with Microsoft products, including Dynamics 365 for Sales, which competes with Sales Cloud.

Salesforce's Sales Cloud software goes back to the company's earliest days. It generated $1.17 billion in revenue in the quarter that ended Oct. 31, up about 15% year over year, representing about 26% of Salesforce's total revenue. Salesforce has also been expanding other parts of its business including the Service Cloud business, which crossed $1 billion in quarterly revenue in 2019 and picking up new capabilities through acquisitions like data analytics company Tableau.

Camplejohn takes over from Adam Blitzer, who had been interim general manager of Sales Cloud at Salesforce since September. Camplejohn, who in 2009 sold start-up Mi5 Networks to Symantec for $18 million, didn't immediately respond to a request for comment.

Lindsey Edwards, a senior director of product management at LinkedIn, has taken over as head of product for the Sales Solutions group that includes Sales Navigator following Camplejohn's departure, a LinkedIn spokesperson told CNBC in an email on Wednesday.

WATCH: CNBC's full interview with Salesforce co-CEO Marc Benioff

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Salesforce, which once tried to buy LinkedIn, hires an exec from the Microsoft-owned company to run Sales Cloud - CNBC

Social marketing campaigns are those that borrow from commercial marketing techniques for social engagement influencing a target audience to change their social behaviours and to benefit society.

Whether its related to the environment, public health, safety, or community development, marketing for good is a methodology for creating change.

As a formal discipline, social marketing started in 1971 when Philip Kotler and Gerald Zaltman published their article Social Marketing: An Approach to Planned Social Change in the Journal of Marketing.

Since then, marketers have been playing with social marketing ideas, refining the strategies, and working on the most effective means of spurring widespread changes in social behaviour in a variety of fields.

In , public health and environmental concerns top the list of most used social marketing topics.

There are many approaches to obtaining a societal change through effective social cause marketingprograms, but the central tenant always remains the same: the social good is always the primary focus.

Whether its trying to convince the public to stop smoking or encouraging men in developing counties to use condoms, the focus is always on the public good first.

The concept of societal marketing, therefore, revolves around driving change to local, national, and international communities in creative ways, for the public interest.

Social marketing, therefore, should not be confused with other similar terms: social media marketing, green or sustainable marketing, and commercial marketing with a social focus.

According to the Institute for Social Marketing, these are the most important social marketing strategies and techniques:

The best examples of social cause marketing campaigns, which result in actual change, are the ones designed to shock, provoke, inform, and remind all at once!

Social marketing campaigns are not limited to advertising either, they are often used in magazine covers.

One example of this includes a series by the National Geographic calledPlanet or Plastic, published in June 2018.

In this campaign, NatGeo featured a photo of a plastic bag in the form of an iceberg as their front cover, to raise awareness ofthe billions of plastic wastage polluting the oceans.

Similarly, newspapers also engage in social cause marketing for the public interest.

An example of this includes when mainstream Australian newspapers blacked-out their own front pages in October 2019, to raise awareness against government clampdown of media freedom.

Or most commonly, social good marketing campaigns come in the form of placards, used by activists during boycotts, demonstrations, and other forms of protests, like the Business As Usual = Death poster by the Extinction Rebellion.

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Marketers Expect to Invest Heavily in Social Automation Technology to Streamline Inefficiencies

Smartly.io, the leading social media advertising automation platform for creative and performance marketers, announced new research outlining how retail marketers plan to spend their advertising budgets in 2020. Commissioned by Smartly.io and conducted by WBR Insights, the research arm of the eTail event series, the survey results indicate that social media advertising will be a primary focus for retail brands hoping to reach consumers where they are most active.

The past decade put social advertising on the map for most retail marketers, and our findings indicate that it will only continue to grow in 2020

Smartly.ios research revealed that 52 percent of retail marketers will spend more on social advertising than they did in 2019. Further, 50 percent of retail advertisers are planning to spend at least half of their annual marketing budget on social media advertising. With eMarketer estimating that U.S. digital ad spend would reach $129 billion by the end of 2019, Smartly.ios data indicates that retail marketers plan to allocate nearly $65 billion to social media ads in the decades first year. When compared to 2019, 96 percent of respondents plan to bump up their spending on Facebook this year, while Twitter (56 percent) and Instagram (22 percent) also see healthy increases.

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In terms of where retail marketers currently advertise, Twitter (75 percent) and Instagram (59 percent) fare well, but Facebook is far and away their favorite social advertising platform, with 96 percent adoption. In fact, 36 percent reported that Facebook is the platform they dedicate the most spend toward, and 41 percent say it also gives them the best return on ad spend (ROAS).

The past decade put social advertising on the map for most retail marketers, and our findings indicate that it will only continue to grow in 2020, said Robert Rothschild, VP and global head of marketing at Smartly.io. Retail marketers recognize the value that social media ads bring to their campaigns, and they are focused on understanding which levers to pull to generate even more engagement and revenue. Capturing the attention of todays consumer demands that advertisers tell stories that seamlessly blend with the organic content that their audience already consumes. Investing in visual storytelling enables retail marketers to connect with consumers on an emotional and highly relevant level. Shifting spend to story ads, diversifying across social networks like Pinterest, bridging the gap between performance and creative teams, and investing in technology to scale creative and deliver incrementality in ad performance are ideal solutions that will allow teams to work faster and smarter in the year to come.

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Although marketers see a positive return on their dollar, many admit that the process is often still too manual and inefficient to easily manage. Survey results showed that 83 percent feel that there is room for improvement when it comes to automating parts of their ad creation and deployment, and 66 percent do not use any automation technology. To reduce these inefficiencies, 39 percent of retail marketing teams indicated that they will invest in more robust social advertising tools in 2020.

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Smartly.io Research Finds Half of 2020 Marketing Budgets Will be Allocated to Social Media Ads - MarTech Series

30-second summary:

The current marketing landscape can often defined as an unpredictable sector, where the customer is ever evolving.

Unfortunately, this only means that marketers have to spend a significant amount of time keeping up with news trends to entice the customer, rather than focusing on different ways to drive revenue.

How can marketers free up their time to focus on more important aspects, do you ask? Well, the answer lies in automating or marketing automation.

By simply adopting marketing automation technology, a company can significantly free up a marketers time and enable them to focus on more important revenue building projects as these tools can help to automate numerous repetitive tasks such as emails, campaign management, website analysis and social media marketing.

The fact that companies and marketers are increasingly looking at adopting marketing automation software can be seen in Ultimates Marketing Automation July 2019 update, that stated that while over 51% of companies had already adopted marketing automation tools, more than half of B2B companies (58%) were also planning to adopt the technology.

Artificial intelligence (AI) and machine learning (ML) are also playing a significant part in bolstering marketing automation technology and helping to drive adoption of the technology among companies.

In its first ever Marketing Automation Technology Forecast, Forrester had also predicted that the global spending on marketing automation tools will pass $25 billion by 2023, a 14% annual growth rate.

All of which is to say that if you as a marketer, are not using any marketing automation tools, then you should start to reconsider.

Marketers need to choose the right marketing automation tool that fits the size and spread of their brand.

In order to pick the most apt tool, marketers will need to keep in mind the usability, pricing, ease of integration, capabilities around email, social media, content, ecommerce, CRM and sales competencies, while choosing the right marketing automation software.

In this article, we have focused on the top 10 tools that marketers should definitely know about.

Perfect for: Content Marketing

Hubspot is currently one of the most popular marketing automation tools. Holding a marketshare of 30%, the inbound marketing and sales software provides web analytics, landing page, social media marketing, search engine optimization and content management.

The tool has been designed for small and medium-size businesses and enables them to launch marketing campaigns in a quick and effective manner.

Key Features:

Perfect for: Driving lead management

Marketo is a multi-functional cloud-based marketing automation software that enables businesses to drive revenue with lead management and mobile marketing.

Designed for enterprises, the tool provides customer engagement marketing, real-time personalization to offer personalized messaging across marketing channels, and marketing management functionality, including budgeting tools and marketing calendars.

Key Features:

Perfect for: Marketing analytics

Pardot is a full-featured marketing automation tool that enables companies to streamline their marketing and sales teams by accelerate pipelines and drive sales through email marketing, lead generation, social marketing and provides sales intelligence.

Its customers also find the product easy to use and its interface effectively guides them to build campaigns.

Key Features:

Perfect for: Delivering personalized marketing campaigns

Oracle Eloqua is a cloud-based cross-channel marketing solution that primarily helps marketers to target customers and track them across all phases of the buying cycle.

Using this tool, marketers can plan automated campaigns while simultaneously personalizing them.

The tool is an effective personalization device that can be used across various channels like email, video, and mobile.

Key Features:

Perfect for: powerful email marketing campaigns

Boasting of numerous features and integrations, Activecampaign can often be described as a powerhouse email marketing software.

One of the key features of this tool is automation.

Not only does ActiveCampaigns provide autoresponders, but also automates a customers contacts, list management and its CRM system.

In addition, the tool also tracks website visits, various events of the customer and based on that it provides real-time analysis.

Key Features:

Perfect for: All types of email marketing

SendinBlue offers services such as email marketing, SMS campaign, and transactional emails.

It requires no specific skill to create email designs or templates.

The interface is so simple to use with a drag and drop facility and customized template gallery which helps to create a simple but unique email template.

This email template is supported by all types of mobile devices with any version.

There are various other features such as importing contacts from another platform, customized contact search, responsive email design, campaign reporting, trigger marketing email as per the user interest, etc.

Perfect for: a turbocharged lead capturing engine

Launched in 2012, LeadSquared is a marketing automation tool that helps to drive leads effectively through a companys sales funnels.

The tool effectively accelerates the lead capture process by capturing leads from various sources, such as, email, campaign and websites.

The tool can also build customizable responsive landing pages with landing page builder, thereby, easily capturing more leads.

LeadSquared also helps to boost sales as it automates lead assignment within sales team by predefining distribution rules.

Key Features:

Perfect for: Connecting inbound and outbound leads

Defined as a comprehensive marketing automation tool, Act-On primarily offers a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and analytics, as well as integrations with webinar and event planning.

To its customers, the tool also enables its customers to track and segment its visitors as per their behavior.

Key Features:

Perfect for: Visual marketing automation

Ontraport is often described as a full-featured email marketing platform that features extensive marketing automation capabilities and a built-in CRM for managing contacts.

Although, email marketing is the marketing automation tools core product, it also provides a full-lifecycle CRM system that uses visual maps to track the companys interaction with its customers.

The tool tracks the customer as it moves along the funnel and tweaks certain details to maximize the conversions and provide a holistic view on what is working and what is not.

Not only does it automate marketing efforts, but also combines offline and online campaign to provide a fully integrated campaign strategy.

Key Features:

Perfect for: Automating ad campaigns

AdRoll is helpful for retargeting customers through re-engagement on Facebook, Twitter, and the web.

With cross-device and cross-platform retargeting capabilities as well as flexible segmentation, you can provide customized experiences that dramatically improve marketing efficiency.

Key features:

Although not an exhaustive list, the article has taken an in-depth look at some of the top marketing automation examples that are available in the market today and will help guide marketers to pick the right tool for their company.

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Top 10 marketing automation tools every marketer must have - ClickZ