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I often get asked which framework is better for agile marketing — Scrum or Kanban? The truth of the matter is every company and every team is a unique organism with differing needs and there’s no one-size-fits-all approach.Having coached a lot of teams over the years in marketing, software and everything in between, there are a lot of things you can think about to help you select the right framework to best meet your needs.A lot of marketers have started agile marketing with no framework at all. While that may work in a really small, lean organization that is well-aligned to the agile marketing principles and values already, most marketers are transitioning from a traditional culture, and therefore benefit from a proven way of implementing agile marketing.The origin of Kanban and Scrum frameworksBefore you can select a framework, it helps to really understand each of them in-depth and I encourage you to learn more, but here’s a high-level overview:Kanban originated in manufacturing an…

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As brands are forced to go all-in on their digital efforts in light of COVID-19, the need to tie-together customer data is more urgent than ever.“The current environment is one of the most challenging and interesting times for managing customer experiences,” said Elizabeth Marshall, director of solutions consulting for the CDP solution Tealium. According to Marshall, customer expectations are high and traditional consumer engagement trends are changing rapidly — forcing brands to adopt a digital-first approach.“This is clearly been exacerbated by the COVID-19 world we’re all living in, and we’re seeing a dramatic escalation of human behavior dynamics,” said Marshall, “Another major accelerator: People are figuring out how to do things digitally that they were uncomfortable with previously.”During her Discover MarTech presentation, Marshall addressed all the ways a CDP can help brands better engage with their audiences — delivering personalized experiences in real-time — in the middle …

Marketers are using call analytics platforms to identify the rich data and consumer insights hidden in the growing volume of inbound calls. Call analytics platforms are one of the few martech systems that can track both online and offline leads. Call tracking – following a call from source (i.e., website, click-to-call search or display ad) to sales representative (i.e., based on geographic location or product line) – has been a core use case.However, call analytics platforms now work for a number of marketing use cases, including the following:Marketing attribution: Call analytics provide flexible attribution across media channels, helping brands understand which digital media are driving phone calls. PPC marketers, in particular, have adopted call analytics to connect callers to specific campaigns and keywords, and track keywords to conversion events. The goal is to optimize bids for the keywords driving the most productive calls.Personalization: Call data can be combined with other…

As markets reemerge from the coronavirus pandemic, location data can help businesses identify shopping behavior changes and formulate marketing strategies for returning and new customers. Those strategies are more effective when they’re layered with economic and psychographic information to build diverse target audiences, said PlaceIQ’s Duncan McCall and Foursquare’s David Shim, during our local intelligence session of Live with Search Engine Land.“What we’re seeing is, as part of the reset, past behaviors aren’t going to be as actionable because people have not gone into store locations,” Shim said, emphasizing that understanding which audience segments are currently making in-store visits is essential due to the lack of relevant data during the lockdown period. “You have to almost consider [that] these are all new customers for the next few weeks, for the next month,” he said.With the unemployment rate now being the highest since the Great Depression, consumers have reacted to the e…

30-second summary:There is a common and long-held belief that getting results from SEO takes at least six months. How true is that?SEO can be costly and requires big dollars and a huge team to succeed. Should you ever compete with the biggies at all?SEO is highly technical, changes from time to time with Google algorithm updates, hence, making it unpredictable. This piece answers those questions in detail and further debunks two common myths regarding the time it takes to get results from SEO and the unpredictable nature of SEO. It is, in sum, about how small businesses can play and win in the big league with SEO on a budget. Pretty much everything you think you know about SEO today will be out of date tomorrow. This makes the online world an exceptionally volatile environment, where big fishes swallow the small ones.In spite of this, many small businesses with a small budget for SEO are finding their feet in the online marketing world. How are they doing it? Research and experience ha…