By Dion Jones
Honoring excellence in marketing since 2007, Oracle’s Markie Award is a recognized global pillar of success. Companies of all sizes share their most innovative and successful campaigns in Omni-Channel Marketing, Content Marketing, Social Marketing, Data Management & Advertising, Web Optimization, Marketing Innovation and Analytics.
With over 600 entries each year, becoming a Markie finalist or winner isn’t easy. The Markie Awards recognize only the most innovative and successful marketing campaigns. Submissions take time and focus to prepare and competition is fierce. Each of the past 10 years, at least one of our clients consistently advance to the finals of the Markie Awards, and many have gone on to win.
How do these award-winning companies design their Markie caliber projects? Here is the four step process we use to help our clients architect Markie award winning projects.
1. Defining Challenging Goals
First, we spend time understanding exactly what our clients are striving for. We do this with the mutual understanding that a “challenger mindset” must be used to allow the team to come up with new innovations.
We have found that in order to become a finalist and a winner, you have to go over and beyond the basics to be considered innovative and to get the judge’s attention. Basic or easy-to-achieve goals will not accomplish that. Setting a measurable, challenging goal is key to marketing success, which leads to an innovative Markie submission.
Some of the challenging goals we’ve used recently are:
Increasing mobile engagement by 5x
Increasing new account acquisition by 50%
Reducing unknown to known visitor ratios 500%
Reducing customer effort
Our Markie-winning client campaigns all start with a specific challenging goal that’s well beyond a simple sales increase, which can be clearly documented as genuinely innovative.
2. Defining Key Data Points
Next, we help our clients define the data points needed to support the project and help achieve the goals established in step 1.
We define the key data points. Then we ask, are these data points accessible within Eloqua or Responsys? Or do we need to conduct an integration within the customer’s TechStack to sync the data? In order to achieve challenging goals, we have found the need to sync data with the web analytics platform and Eloqua or Responsys. Doing so, properly, will open opportunities to build Markie caliber campaigns much easier.
For example, we used our insights with Oracle and Adobe to share a data point that’s in Adobe but wasn’t in Eloqua. This now allows our customers to support a challenging goal of real-time, 1-to-1 website personalization that compliments an Eloqua email campaign.
Knowing what data is available isn’t enough. Knowing how it supports the project is key.
3. Experience Making – Knock Their Socks Off!
Now that the client has key data points to support their goals, the next step we use is a concept called “Experience Making”.
Experience Making is the ability to design customer experiences in a predictable manner by leveraging a harmonious integration between Oracle Marketing Cloud, the web analytics solution, and the tag manager. We have seen customer experiences go from needs improvement to exceptional. Having the right data gives clients the ability to craft better experiences and becoming Experience Makers.
Our approach is to help the client put themselves in the prospect or customer’s shoes and look for Deal Breakers.
Deal Breakers are experiences that slow down or kill engagement and ultimately, deals. This is an essential step in effective Experience Making. Markie finalist and winners seek to build campaigns that are making things easier for the prospect or customer.
4. Measuring Impact – Before and After
Documenting the results for a Markie submission is key. One example of this is how we helped a client reduce cart abandonment, increase campaign performance clarity and mobile engagement.
We take a snapshot of the baselines of how things performed before the project. We include metrics such as, opens, clicks, emails sent, downloads, video engagement, webinar engagement, leads, orders, average order size, KPI conversion rates, etc. This is so we can clearly show, in the Markie submission, what impact the new project has had by doing a Before and After side-by-side comparison.
Our successful Markie submissions have come from companies that set challenging goals, identify key data points, become experience makers, and clearly measure the impact of their efforts. Follow this proven model and maybe you too will win a Markie. Good luck!
Dion Jones, is VP, Consulting & Multi-Solution Architect at Enautics, and knows exactly what it takes. Enautics is a specialist integration partner with Oracle Marketing Cloud and Adobe Experience Cloud.
They have developed a suite of solutions to harness and expand the “Experience Maker” capability of Oracle and Adobe Marketing Cloud. Along with their products, Enautics provides consulting solutions for marketers striving for innovative success.
The Markie Awards will take place on Tuesday April 10th at the Modern Customer Experience event. Make sure to check out the complete list of finalists for this year’s Markie Awards on the Markie website and also on this blog. Still have not registered for ModernCX? There is still time. Register for Modern Customer Experience 2018 here.