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Showing posts from October 23, 2015
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Retailers: How To Engage Mobile Holiday Shoppers This Year

While consumers are unquestionably connected to their smartphones, only a fraction of them is shopping via their mobile devices, which represents a huge missed opportunity for corporate retailers.With more than 17.6 billion in-store shopping visits in November and December of 2013, retailers and malls alike have a vast opportunity to influence and target a captive audience’s purchasing choices every day, and even more so during the holiday shopping months when they are gift shopping.To be clear, there are two separate but inextricably linked topics being discussed here: the use of mobile engagement strategies to get consumers into brick-and-mortar stores and mobile sales/transactions in general.According to a recent study by Forrester Research for RetailMeNot, 84 percent of consumers use their smartphones while shopping in stores, but a lot fewer complete their purchase on a mobile device.The mobile market offers numerous forms of engagement that retailers have yet to tap fully, and i…

Why The MQL Is A Shackle

Let me start by saying that measuring MQLs (marketing qualified leads) is important, and, assuming you’re a savvy marketer, I’ll assume you know why.But nothing would please me more than killing the MQL.MQLs are a shackle. They are holding marketing back in ways that only someone at “the table” can fully understand, or at least that’s my opinion. In fact, I watch my team cringe every time I bring the subject up. So let me explain.Way Back WhenI’ve been in B2B tech marketing for more than 25 years — not, of course, that you’d be able to tell by my youthful good looks and high energy. Back in the old days, marketing was considered a lot more art than science.We were the “color” people, walking around with our Pantone books, designing logos and clever tag lines. We manned the booth at trade shows — back in the ’80s we were actually referred to as “booth babes.”Other than wanting to present a good corporate image, with slick brochures and print ads in the finest PC publications, sales did…

A CMO’s View: Xerox CMO Shares Strategy Behind Re-Branding One The World’s Top Brands

Much like Kleenex has been synonymous with tissue, Xerox has owned the word for printed copies for more than half a century.This year, the company launched a new branding campaign to expand its place – and the perception of its brand – across the several industries it serves.“The new strategy and campaign idea – Work Can Work Better – places Xerox over a domain we are calling work in the broadest sense, which includes the evolution of the brand in a range of different industries from customer care to transportation,” says Xerox CMO John Kennedy.Xerox’s new branding strategy involves an extensive ad campaign that includes print, TV, digital and the relaunch of Xerox.com.“We believe that improving the flow of work is at the core of enterprise transformation and global progress,” says Kennedy. “It puts us squarely in the center of work, technology, productivity and efficiency conversations – right were where we belong.”After serving as a Vice President of marketing for IBM Global Busine…

Using Tech To Boost Content Marketing ROI: Dispatch From MarTech Europe

When was the last time you had a discussion about ROI for content marketing?If you’re involved in content marketing, you probably have that conversation every day.Dave Chaffey, CEO and co-founder of Smart Insights, presented on this topic at MarTech Europe in London this week.Producing high-quality content on a consistent basis is a time-consuming and expensive process, and there’s an ever-increasing demand to show a return for this investment.In research completed by Chaffey’s company in association with HubSpot, they found that 71% of businesses are creating more content in 2015 compared with 2014 — so the problem is growing!Measurement Isn’t Just About Vanity MetricsSo with the increase in content and the number of new technologies jockeying for marketers’ attention, how do you choose the right kind of measurements and tools to understand your ROI in content marketing?During his talk, Chaffey talked about the need to go beyond our traditional metrics of traffic, page views, and so …

Google’s New Shopping Insights Tool Shows Retailers Product Search Intent At The Local Level

To help retailers better understand shopper search habits in the US at the local level, Google is opening up more of its cache of product search data in a new visualization tool called Shopping Insights.Currently in beta, Shopping Insights highlights search intent trends for roughly 5,000 of the most popular products on Google Shopping. The tool lets users see product search trends over time in heatmaps, but it also goes beyond what is offered in Google Trends in that it allows marketers to drill down to device-level and the cities that can be targeted in AdWords.Shopping Insights also combines related product queries rather than itemizing individual keywords as in Google Trends. For example, “Elsa costume” “Frozen Elsa costumes” and “Elsa from Frozen Halloween costumes” are aggregated under one item in Shopping Insights.Retailers will be able to compare product demand at the local level where they have stores to help inform inventory needs or regional budget and bidding strategies fo…

Human Intuition Vs. Marketing Data: Forging A New Alliance

As marketing analytics continue to evolve at a breakneck pace, an interesting race is beginning to take shape: human intuition vs. machine-based intelligence.Earlier this month, MIT researchers announced they’ve developed an algorithm that can trump human intuition. The “data vs. intuition” debate also popped up in multiple sessions at last month’s Advertising Week in New York, and it has been a recurring theme for years.But in many ways, the conflict between human intuition and machine data is a false one. The real answer lies in changing the way humans interact with machines, and designing this new alliance is particularly important for marketers.Intuition Is DataThere’s one interesting element of this “humans vs. machines” analytics discussion that isn’t addressed often, and that’s the fact that the human brain remains one of the most flexible and potent sources of computing on the planet.Intuition is data. It’s just that human intuition is processed in the ultimate black box algor…

MarTech Today: 10 Marketing Tools; Instagram Launches Boomerang & RevJet’s Creative Platform

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the Web.From Marketing Land:500 Startups At MarTech: 10 Tools You Need For Your Marketing Stack
Oct 22, 2015 by Ian Cleary
At the MarTech conference in London, contributor Ian Cleary recaps a talk by Matt Lerner of 500 Startups, who reveals the top tools used by his team of marketing growth hackers.A Real-Time Challenge: Facebook Search Now Pulls In All 2 Trillion Posts
Oct 22, 2015 by Martin Beck
Facebook search now returns results from all posts you have access to and better organizes results around real-time events.Instagram Launches Boomerang, A Standalone App For 1-Second Looping Video
Oct 22, 2015 by Martin Beck
App creates GIF-like videos for playful posting.Why Every Marketing Department Needs A Data Scientist
Oct 22, 2015 by Benjamin Spiegel
As innovative technologies transform marketing, don’t let your company get left behind. Columnist Benjamin Spiegel expl…

Instagram’s New 1-second Video Loop app Boomerang Takes on Apple’s Live Photos

Live Photos is one of the new features introduced with the iPhone 6s and the 6s Plus. Basically, every picture you take is also a Live Photo, as the camera app captures two photos at a 2.5 seconds interval before and after capturing the actual shot. There’s also a new tool that you can use to quickly convert them into GIFs, as well.And it seems that this new feature made a good impression on the folks over at Instagram, as they have released a new app which pretty much does the same thing as Live Photos. Available as a free download for iOS and Android users, here’s what Instagram said on their official blog:Today, we’re announcing Boomerang from Instagram, a new video app that lets you turn everyday moments into something fun and unexpected. Capture a friend jumping off a diving board, defying physics as she flies back and forth through the air. Transform an ordinary selfie with your friends into a funny video. Get that exact moment your friend blows out his birthday candles, then wa…

Fareness is a New Tool to Help you Discover the Lowest Airfare for your Travels

There are plenty of websites, apps and tools to help you find the best price for your flight. You also have at your disposal airfare price predictor services, and we’ve also spoken about such tool as Wanderio, which lets you plan your routes from the start to the very end.Today we’re talking about Fareness, a fairly new service which pretty much comes with the same concept. Fareness allows you to search for any destination and see a scrollable calendar of fares for 200 departure dates, along with a corresponding map of similar destinations, and suggested trip tiles across themes in the same time. Here are some more details regarding the functionality of the service from Scott Wainner, the founder and CEO at Fareness:“You’re also able to hone in on your desired trip month and trip length. On the backend, we’re not simply tied into an OTA — we built our own engine for maximum accuracy and bookability to keep track of millions of dynamic fares. And, we have a robust hotel search built in…

Apple is Launching the Apple Watch in India on November 6

Pricing for the iPhone 6s and the iPhone 6s Plus has recently been confirmed for the Indian market, and we’ve put together some of the best deals you can make use of if you’re looking to buy one of them. And if you’ve been impressed by the Apple Watch, then you should know that its release is nearby.BGR India was the first to observe that the official Indian website of Apple has silently been updated to mention that the Apple Watch is going to be available on November 6. But that’s pretty much all that we know at this moment when it comes to the device’s availability and pricing for Indian customers.After numerous leaks and rumors, Apple had finally unveiled its very first smartwatch back in March. The Apple Watch was first available the US, France, Japan, and the UK in April, and has since then gradually rolled out to other countries.The Apple Watch is available in two size variants — 38mm and 42mm, and its prices start from $349. This should translate into a starting price of Rs. 22…

First Date as Marriage – the Hands On Review Myth!

As sure as night follows day, these days the launch of any tech product is followed by a frenzy of videos, often made at breakneck speed, rapidly describing the product and displaying it. In some cases, these are often accompanied by detailed analysis. In most, unfortunately, what one gets is a generally breathless description of a product and a tech spec run down.Yes, we are talking of the “hands on review” that seems to have become a part of technology writing/videos these days. Where the phrase was coined is doubtful, but anyone who knows the language will tell you that its literal meaning has very little to do with those frenzied videos shot at demo zones.I will use the Oxford Dictionary as a guide. It defines “ hands on” as:“Involving or offering active participation rather than theory”And a “review” as:“A critical appraisal of a book, play, film, etc. published in a newspaper or magazine”I guess we can dispense with the “newspaper or magazine” part of the definition as well, we …

Huawei Dethrones Xiaomi as Smartphone Leader in China: Canalys

The super competitive Chinese smartphone market is seeing some action in recent times with Huawei nudging ahead of Xiaomi to the top, as per the latest report by market research firm, Canalys. This is the first time ever Huawei has managed to be No.1 in China, thanks to 81% year-on-year shipment growth. Xiaomi, which had managed to dethrone Samsung to the top position an year back, continued to have slower growth in Q3 2015.“Huawei’s ascent to China’s smart phone throne is a remarkable feat, especially in the context of an increasingly cutthroat and maturing Chinese smart phone market,” said Jessie Ding, a Research Analyst at Canalys. China’s smartphone market is almost saturated and the growth as a whole has been slowing down. That hasn’t helped Xiaomi, who now seems to be struggling to meet its 80 million global shipments for 2015, according to Canalys.Ideally, we would expect Xiaomi to ramp up its operations outside of China to meet the target – specially in Indian and Brazilian ma…

Samsung Galaxy A8 Review – A Perfect Mid-Ranger

Samsung is known for its wide range of phones that cater to almost every kind of user and budget, and has dedicated series in the form of Galaxy S, J, E, A and so on. While the Galaxy S series is the flagship range of phones that come usually with the latest and greatest components that make it such a hard phone to beat, there is the A series where Samsung attempts to arrive with a renewed approach to design of the phones that sit right below the flagship S series. The latest offering in the A series is the Galaxy A8 – the slimmest phone from Samsung till now.To provide more clarity and perspective into what exactly Samsung is trying to do with the A8, it is essentially a phone for those who do not need/care about the truly latest and most powerful processors and huge capacities of RAM but do want a phone that is physically very attractive and has one of the best cameras out there. These are the kind of users who do not game a lot and even if they did, it would be in the likes of Soni…