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The Marketer’s Manual to All Things AutomatedAt a time when the importance of understanding the world of automated marketing has never been greater, Marketing Automation Unleashed: The Strategic Path to B2B Growth takes readers on an in-depth exploration of marketing automation and its significant impact on how we do business today.Casey Cheshire employs nearly a decade of experience as a marketing leader and consultant, as well as his in-depth discussions with industry experts, to deliver a comprehensive tutorial on the wide array of strategies, techniques, tools, and uses of marketing automation.Cheshire explains in detail how to build a successful marketing automation campaign by following the “Cheshire Success Index,” a ten-step program divided into four distinct phases: Foundational, Growth, Alignment, and Optimization. Each phase leads readers through a series of questions and strategies to aid them in setting up cutting-edge marketing campaigns that are as effective as they are efficient. Along the way you will discover ways to bridge the all-too-common gap between sales and marketing teams, tools to help you identify and engage your customer, new techniques for nurturing your customer, and how to test the effectiveness of your campaign as it progresses without the tedious headache of traditional methods. Marketing Automation Unleashed: The Strategic Path to B2B Growth is an easy-to-read guide through the changing terrain of the marketing world, one focused on the ultimate goal of generating revenue rather than simply bringing in lead.

Marketing ; automation.

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Explore the transformative world of AI-driven marketing by integrating Artificial Intelligence into modern marketing strategies. This book is designed to help businesses optimize their operations, personalize customer experiences, and harness the full potential of AI to drive growth and innovation. You will learn the foundational concepts of AI and machine learning, discover best practices for data hygiene, structuring, and optimization, and explore how AI tools can transform customer data into actionable insights, enhancing your ability to create personalized and effective marketing campaigns. The book is tailored for marketing professionals, business owners, and digital strategists who are eager to integrate AI into their marketing practices. It is equally valuable for beginners and experienced marketers who want to stay at the forefront of the rapidly evolving digital marketing landscape. FEATURES Includes step-by-step guides for implementing AI tools in SEO, social media, and email Covers the use of AI to analyze customer behavior, benefits of chatbots, and AI-powered customer service Features real-world cases from leading companies like Netflix, Amazon, and Spotify Uses AI tools to transform customer data into actionable insights for more effective campaigns TABLE OF CONTENTS1: Introduction to AI Marketing. 2: Understanding AI and Machine Learning. 3: Preparing Your Data for AI. 4: Using AI to Analyze Customer Behavior. 5: Personalization with AI. 6: Chatbots and AI-Powered Customer Service. 7: Image and Video Recognition with AI. 8: Using AI for Social Media Marketing. 9: Predictive Analytics with AI. 10: Email Marketing with AI. 11: Search Engine Optimization with AI. 12: Using AI for Content Marketing. 13: Marketing Automation with AI. 14: Using AI for Sales Enablement. 15: Ethical Considerations and the Future of AI in Marketing.

AI in Marketing, Generative AI, Personalized Marketing, Marketing Automation, UX, Data Analysis, Predictive Analytics, ChatGPT, Gemini.

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In November 2014, the company Planet Parfum decided to rise up to the challenge of the digital shift by launching its own e-commerce platform. However, keeping a firm grip on the Web evolutions remains a real challenge, reflected by the gap between the new customers' expectations and businesses that have trouble providing the right solution. 
Nowadays as the conversion rate only reaches 2%, Planet Parfum would like to convert more visitors into customers on its e-shop. In order to reach this goal, we focused our « thesis » on an e-mail retargeting strategy, and more specifically on the process of sending e-mail to recover abandoned shopping carts. Indeed, on average 80% of the visitors do not complete their checkout process and are regrettably not retargeted. There is clear evidence that this undoubtedly high statistic is unfortunate and harmful for the turnover of an online store such as the one of Planet Parfum.
After an in-depth theoretical documentation, we observed and studied the shopping cart abandonment e-mail campaigns of various e-commerce platforms, to ultimately create and implement our own strategy. Finally we conducted a test on the timing to send out the e-mail. The results confirmed that the adage « we need to strike while the iron is hot » applies to our retargeting application. Nevertheless, we recommend the company to experiment, through several A/B tests, all the mailing components likely to encourage the cart abandoners to complete their purchase, in order to find the best e-mail recovery campaign for it. 
In conclusion, the abandoned cart e-mail strategy and its level of sophistication are the key assets for a succeeded customer experience and a strategic vector for the turnover increase. In order to achieve this goal, there is nothing better than testing, accustoming and optimizing any e-mail components.

e-commerce, conversion, marketing automation, permission marketing, triggered e-mail, e-mail retargeting, shopping cart abandonment, abandoned cart e-mail --- Sciences économiques & de gestion > Marketing

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Les réseaux sociaux font partie intégrante de notre quotidien. Nous pouvons même avoir accès à notre propre data et nos propres statistiques. N’avez-vous jamais reçu de notification vous informant que votre moyenne de temps d’écran avait augmenté ? L’année 2021 correspond à « 12,5 trillions d’heures passées en ligne » d’après l’étude digital WeAreSocial 2022. Il est essentiel pour les entreprises d’intégrer ce monde digital et d’établir une véritable stratégie. Les entreprises doivent comprendre les enjeux de la digitalisation, de l’opportunité d’une visibilité sur internet et surtout d’un nouveau canal de vente, qu’il soit accessoire ou principal.Nous avons vu dans la revue littéraire les éléments théoriques qui nous permette de poser les bases. Nous avons commencé par la différence entre marketing et le marketing digital, les spécificités du BtoB pour répondre à la problématique : 'Comment implémenter une stratégie de digital marketing BtoB ?' Le cas de Greight et ØPP startup studio.

marketing digital --- stratégie de marketing digital --- social media --- PME --- Saas --- Inbound Marketing --- référencement --- SEO --- SEA --- Lead Nurturing --- Marketing Automation --- RACE --- Réseaux sociaux --- Sciences économiques & de gestion > Marketing