Five important point of order not to fail in the marketing automation (MA) transfer

Marketing automation tool (below, MA tool) Have you ever noticed leverage?

"Although I tried to introduce, it was not equipped with the required functionality ..."

"Not meet the budget feeling but a good tool ..."

- I think that some people, which is considered a transfer in circumstances such as.

The transfer of MA tools to efficiently proceed well, there are important points are a few should be holding. The point at which I would like you to note the time of transfer of MA tool in this article, together easy-to-understand and will introduce.

1) method of realizing the measures you want to do is, different settings by each tool

The first point of, are related to grasp the contents of the function of the MA tool means.

Unlike the concept in their respective companies to say that MA tool to bite, also there are differences in features that are installed along with it. Be the same as a function name, it is also unlikely that the ease of use is slightly different.

For example, in the case to switch to integrate from the state in which the use of the sales support tools and MA tool "A" (SFA) "B" to "SATORI", the corresponding status of the function will be as shown in the figure. By individual functions keep track of exactly how are you correspond, it will enable a smooth transition.

First, to determine the measures to be realized from their challenges and purposes, it in order to realize in the tool, which features of the transfer before the tool is let's figure out what to correspond to any function of the post-transfer tool .

It should estimate the number of steps it takes to 2) migration

It also related to the difference of the functions described above, but if you how to hold data in the tool after the transition and pre-migration tool is different, there often can take a long time to data migration before under preparation and the like. After the introduction, it seems that not a few cases that rise was delayed ... been slow to migrate going to start using it immediately.

For example, in "SATORI" is it has a feature called "segment" and "tag", but the concept is not unique. It was used to label the offline behavior such as "tag" primarily "visitors to the seminar" in "SATORI", "segment", as a function of grouping the user in the conditions of such behavior and user attributes on the WEB It has been defined. Concept of saying "tag" or "segment", may vary depending on MA tool. Let's know in advance that it is a high possibility that can not be changed easily put in the export and import. In advance to compare the two of data, you will need data cleansing tasks such as exclusion of the make up and the extra information of the missing information.

Do what information from the tool you are currently using can be output, what kind of information is needed on the destination of the tool on which to organize each, let's estimate in advance the number of steps required for data migration.

3) it should be prepared for initialization of scoring

Scoring for the MA tool is an important data, but the logic is different each in their respective companies. For this reason, it is the majority that can not be migrated scoring information accumulated so far in the transfer destination of the tool. Scoring Let advance recognized that there is a high possibility that would be initialized.

In the pre-migration tool, if there is a customized scoring logic in-house, take a screen shot of the setting screen, it is safe and keep ahead of the information in the form of O'have and leave as a memo.

4) takeover period, does not stop the measures by maintaining both of contract

If you make the transition of MA tool currently in operation, it is important to consider that you do not Shimawa stop the hand of operation. And that the tool can not be used it would stop the measures because, there is a significant risk of affecting business during that period.

Ideally, during the transition period, such as by double contract the old tools / new tool, it is where you want the device that does not stop the measures.

For information about how much should be the period double contract, it is the impression that you can rest assured and do not say unconditionally with the grace of about two months. A certain degree of effort estimation from the amount of data such as that managed by the current tool is possible, by, for example, trouble unexpected try to undertake emergency work occurs, what not a few may not proceed to estimate exactly.

I think whether budgetary concern, but which, let's estimate the preparation period with a margin to the extent possible.

5) confirmation of the contract period

Finally, it is also surprisingly important point to know the optimal contract period of the source tool.

For example, if the minimum contract period is trying to terminate one year of tool in less than a year, in most cases the penalty will occur. If it is or turns out you can not cancel the old tool after you have decided to introduce a new tool eye does not devoted.

Before deciding the introduction time of the destination tool, let's again review for sure contract of pre-migration tool.

Success in the MA transfer! The measures "Senshudengyo" went?

Here, let's introduce the MA and the transfer of the tool to success "Senshudengyo" like cases.

Electric facility is a Senshudengyo like that engaged in the sale of materials, was Irasshai working on content marketing for the purpose of providing information to new customers and existing customers. Of course MA tools have been introduced, but "to approach customers in a more just timing, want to connect to the improvement of customer satisfaction" from the feeling that, has been started to consider the transfer of MA tool. It is SATORI that went up as a candidate for the destination tool at that time.

The case moves to the success has been Senshudengyo like safe tool through the support of the support team of SATORI, please have a look at the following page.

The aim of customer satisfaction up, select the MA tool review as a foundation construction to enhance the value of its own

In the present article we have been promoting a story to focus on MA the transfer point of the tool "work" and "function", above all to be important in the tool migration, to clarify the "Why you need is to to switch." thing. Currently, there are any problems, to set the milestone from the migration In recognition everyone involved how you want to solve it by the transfer of MA to resuming operations, to achieve in a short period of time the "small success" it is important.

In addition, the new tool at the time of the introduction of the thing that use the surprising effort in a variety of start-up preparatory work that was including the initial setting. Since it is possible that only its members will not be doing such a work, support system of providing the companies of the destination tool it will also be an important point. What kind of support of is received during the transition, let's examine in advance that such as whether the content such as online help and Getting Started guide are substantial. In addition, also the range of free support and paid support Let's take a look at.

A white paper that summarizes the points that should be holding everyone involved in order not to fail in the introduction of MA tool, it guides you in the following pages. Please read by all means to be downloaded here.

"Customer diversification" era of marketing

The marketing "your understanding" is the basic premise

To do the "creation mechanism that products and services are chosen, sell", to purchase and choose the products and services the major premise is to understand the customers will be. And customer structure analysis based on the customer DB, data analysis, which is accumulated in the house, such as purchasing data access log, through market analysis, such as "3C analysis", it will need to capture the customer's issues and needs. Of course, since these data are merely "a result of your behavior" is the center of the data, for the "what if? What can promote such behavior" "Why? The took such action", if you do not build a marketing hypothesis in the customer's point of view, we believe that it is difficult to make the products and services (which want to buy customers) sell-chosen works.

"Customer diversification" era of marketing

Even though your understanding, does not so simple. Even demographic attributes such as gender, age, place of residence is the same, customers' face unique challenges and values and needs is each person. Let alone, Internet penetration and an increase in the user terminal, in response to the flow of globalization, in the modern "customer diversification" is accelerating, even if the caller the same message to the entire customers with mass advertising, such as television and newspapers, expected to obtain the reaction and is difficult, to include marketing results, "our customers to optimize the approach" it is becoming essential.

In the "customer optimization and marketing", or increase if the results and approach to the "individual customers" (strategy) in addition to, optimization of providing information tailored to the interests and behavior of individual customers (Creative) , number environment (technology) that enables the customer support is necessary, marketing of the "strategy and Creative technology" Trinity I think we are being sought.

Toward the "customer optimization marketing" practices

That customers have diversified is as described above, but also by your stage, your interests and feel value (benefits), such as information contact attitude and behavior motivation is different. In order to increase the marketing success, because the is possible to migrate the customers of each stage to the next stage is required, "marketing funnel" provided to each customer stage to take advantage of, what kind of value in any approach how to, how to identify high-estimated the degree of our customers, if you give a stimulus to our customers at any time, any way, any way, such as whether it is possible to arouse customer behavior, marketing communications ( It will be required to carefully consider and design the whole frame of the content and frequency, timing, etc.).

Changing the marketing approach for each customer per-customer stage, there is a limit to the human counterpart, but the utilization and marketing technology, if you can design a marketing entire frame based on the marketing funnel, optimized efficiently and effectively to customers consider the marketing or expansion is not made possible.

Will What is a "customer to optimized marketing" for everyone? What is by all means consider this opportunity to invite you?

the marketing process

the marketing process

The marketing process, from marketing point of view, to analyze the market in order to build a business specifically, to determine the target to sell a product, consider the positioning of products in the market, selecting a price and promotions is that of the series of flows of up to.

Marketing process and is

The process is large, it can be divided into six steps.

① market analysis

On doing the marketing, it is carried out in First thing to do is to observe the companies inside and outside of the environment, to analyze. 

Their and strengths and weaknesses of the washout, you will discover the marketing opportunities for the company determine the future direction by confirming the position of business in differentiated market with competitors. 

Please check with your such as SWOT analysis. 

Reference >> Https://Www.41Web.Jp/blog/ 2015/01/08/88

 ② segmentation (market segmentation)

Based on the market analysis, make a cut of the market in order to find the optimal market to its own. 

The market, complex and a mix of needs, not able to provide products that meet all of the needs. 

Therefore, we need to go in groups to subdivide the market in the population with similar needs from among an unspecified number of needs. 

Cut to subdivide is different, but, specifically, and attributes such as "regional", "age", "sex", "occupation", "values", will continue to categorization, etc. "Action needs".

 

▼ example (axis to be segmented by business is different.)

 

Case

③ targeting (target market)

In targeting, select which group in the group that was subdivided in segmentation, what kind of customer in a group, there are competitors, examine what kind of competition or carried out in pray, their most dominantly we will select the made market.

 Targeting

 Whether capitalize the company's strengths, competitors will be necessary to select items such as whether there.

 

④ positioning (determination of the standing position)

Positioning and is, in a market that was determined by the targeting, aims to differentiate itself from other companies, refers to be selected thinking of ways get to select how their products and services.

 positioning

 Strengths and not lose to competitors, and activities to be positioned that there is a special value in pursuit of originality. 

② ~ ④ by performing the, you can set up a user group to target specifically. 

To have a concrete image of the target, the user can not only help you dig into are not required elements in the product, there is a merit that anyone can discover a new value that did not notice.

 

 

⑤ marketing mix (4P)

The marketing mix, represents the various elements of the marketing business four in P, is the marketing measures to properly combine. 

The 4P, 

· Product (products, strategy) 

· Price (price) 

· Place (distribution) 

· Promotion (advertising) 

is an acronym for. 

The four is not one that is made up individually, because it is closely related to "what integrity is taken" will be important. 

In addition, recently it has also been attention concept of "4C" instead of review "4P" from the point of view of the consumer side. 

The 4C 

· Customer Value (customer value) 

· Cost (expenses for the customer) 

· Convenience (easy availability) 

· Communication (Communication) 

is an acronym for. 

Rather than the fact that some other framework, but 4P was the business-side perspective, 4C will be the difference in the customer point of view closer to the customer's point of view.

Marketing mix

 Appeal items of the seller side will be necessary elements in order to avoid born deviate from what you want on the side of the target. 

Recently, especially Place by the evolution of WEB Marketing (Distribution), Promotion (advertising), Convenience (easy availability), the Communication (communication) have been diversified, an increasing number of cases that are bothering What to hit the kind of promotion I feel as.

 ⑥ execution and evaluation

After you decide to ⑤, and transferred to a run. 

If that was struck measures not out effect, because should there is a problem where the head of the activities of ⑤ from ①, evaluated according to the challenges that have occurred (analysis) Let's review the the the process.

 Execution and evaluation

Does this way, in going the PDCA after decided marketing process, the various KPI present in the phase of "to attract customers," "development and add customers," "negotiation" is the divergence in how much with respect to the target ? 

Where the issue is the of ① ~ ⑤ by Watch? It is also possible to guess. 

The most important thing can be said that it can continue to improve one by one seriously "grasp the bottle neck by connecting the entire activities".

  

2, Summary

From a variety of consumer needs, BtoB, BtoC 1to1 marketing in both products has become to be important. 

Instead of selling what you want to sell, what kind of message to consumers

Content Marketing

In content marketing, we will introduce the mechanism for finding potential customers. 

What information is useful to the user? What content do you need? How is the content management system? We deliver information that answers common questions of content marketing!

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While the needs for using videos such as advertisements, sales tools, and in-house training have increased, the number of clients making video productions is also diversifying. 

As in the past, it is not the only way to request an advertising agency, but recently more and more people are using crowdsourcing to request production companies and freelancer video creators to produce videos. 

This time, let's introduce the features of each video production client and the advantages and disadvantages you want to know when using crowdsourcing.

1. Know where to request video production

I think that there is not much to deal directly with video production companies for general companies. That's where they come in: “requests” that introduce you to a production company, or control in between. 

The clients can be roughly divided into three categories: advertising agencies, web production companies, and crowdsourcing.

Advertising agency

Professionals in video production, mainly advertising. The famous video creators and the appointment of talents and celebrities are also led by advertising agencies, and they support high quality video production. 

In addition, I am also good at media mixes linked to multiple media such as newspapers, magazines, and the Web as well as videos. Therefore, production costs tend to be high.

Web production company

If the main thing is video production to be uploaded to websites and SNS, it is best to consult a web production company. Depending on the purpose of the animation, such as in-house training and sales tools as well as advertising, we can respond flexibly. 

However, since the main business is web production, quality may not be secured if the company has little experience in video production and know-how. Also, since most companies outsource, there is one side that costs are high.

Crowdsourcing

It is a service that connects with a client through a website that many video creators register. We respond to a variety of video production according to the client's purpose, quality request and needs. 

In crowdsourcing services, there are services provided by the operating company as a point of contact, and services in which the client mainly interacts with the production company are available.

2. Advantages of Asking Crowdsourcing for Video Production

Of the three types of clients listed above, the use of crowdsourcing has recently increased. The reasons are summarized in the following benefits:

• (1) The production cost can be reduced

  There are many creators not only corporations but also individual image creators, and they can produce videos at a reasonable cost compared to asking companies such as advertising agencies and web production companies.

• (2) We can cope with various video production

  As video creators with various achievements and backgrounds are registered, creators who are good at the client's purpose (advertisement, company guidance, human resource development, etc.) will handle the production.

• (3) Short delivery time also possible

  With regard to delivery time, you can select a video creator according to the client's convenience, so it will respond more quickly and flexibly than advertising agencies and web production companies.

3. Disadvantages of requesting crowdsourcing for video production

While there are benefits, you should be aware of the following when using crowdsourcing:

• (1) There is a difference in quality

  In addition to differences in the skills of creators, in crowdsourcing where orders are made on a one-by-one basis, the same producers may not handle the next work again, which may lead to differences in overall video quality.

• (2) It is difficult for detailed requests to be transmitted

  Communication with video creators is mainly by phone and email, and there are few direct meetings and talks. Because of this, it is difficult to convey detailed nuances and requests, and the video may not complete according to the image.

• (3) Intermediate margin occurs

  Crowdsourcing services, in which the operating company provides window support, incur a fee under the name of the introduction fee or support fee for creators. It will be higher by the middle margin than direct trading.

4. Summary

You may be considering crowdsourcing to reduce video production costs. 

However, what is important is the purpose of "what is the purpose of making video?" Emphasis on cost not much at the expense of quality, as a result, if you can not achieve your goal, you will end up falling at the end of the day. 

In order not to do so, it is also important to look at the production results of video creators and production companies and research the place that is perfect for the quality that the company wants. 

Therefore I would like to recommend the matching platform "MoviePrint" of a movie production company. You can see the results of the video production company in a list, and you can choose the production company that matches your desired quality. You can trade directly with the production company, so it is easy to communicate detailed requests, and the commission to the management company is free, so you can make it more reasonable. 

In this way, with MoviePrint, which overcomes the disadvantages of other crowdsourcing services, why not find a video production company that works for you?

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