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Showing posts from March 22, 2016
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#MarTech Conference: Ultimate guide to building a martech stack

Travis Wright speaks about building a martech stack at MarTech. Travis Wright, Chief Marketing Technologist for CCP Global, had his work cut out for him yesterday at the MarTech conference in San Francisco. He’d set out to explain how to develop the ultimate marketing technology stack in a short 25-minute session. With a rapid-fire pace and his trademark humor, he packed in dozens of tools and tips for building a martech stack for SMBs (small and medium-sized businesses) as well as for enterprise businesses.With a rapid-fire pace and his trademark humor, he packed in dozens of tools and tips for building a martech stack for SMBs (small and medium-sized businesses) as well as for enterprise businesses.There’s “no one stack fits all — unfortunately it doesn’t work like that,” Wright said. Companies have invested billions in finding the right marketing mix: He noted Adobe, Oracle, Salesforce.com and IBM together have spent more than $11 billion in acquiring marketing tools.And with nearly…

TrackMaven releases 2016 Social Media Inflation Index

mama_mia / Shutterstock.com Content analytics platform TrackMaven has released interesting data in its 2016 Social Media Inflation Index, a report that deeply analyzes brand audience growth across Facebook, Twitter, Instagram, Pinterest and LinkedIn across a twelve month span. Looking at nearly 27,000 brands in all industries, the report sought out the average growth of audiences for each brand on each social network.The hypothesis, based on research, is that with more and more people actively engaging on social media, a brand’s audience should grow. It is postulated, after all, that nearly 1/3 of the projected global population will be on social networks by 2018. But is it?The short answer is yes. Here are the findings from the analysis:Instagram has seen pretty significant adoption rates, with month over month increases by 6-8%. This is twice the growth rate of LinkedIn and more than three times the growth rate of Facebook, Twitter and Pinterest. Compared to last year’s data, most br…

Sensing vulnerability, Out-of-Home goes on attack against digital display

In what appears to be a first, traditional media has gone on the offensive against digital advertising. In a report called This is What Reality Looks Like, the Outdoor Advertising Association of America (OAAA) uses online fraud, viewability, bots and ad blocking to question the effectiveness and value of online display advertising.The effort is part of the trade group’s “feel the real” campaign seeking to demonstrate the value of Out-of-Home advertising (OOH).The report calls online display (including programmatic) “complex, opaque, intrusive and ultimately uncertain.” It begins with a range of sources and third party articles, cataloging the current woes of digital display:54 percent of online display ads are non-viewableNon-viewability wasted $7.5 billion spent on digital banner ads in 201361.5 percent of Internet traffic is from bots (2013 stat)Higher CPM media attracts more bot traffic40 percent of the world’s internet users have installed ad blockersBot fraud will cost brands $7.…

Why costs for local marketing campaigns vary

A question I’m often asked in the world of marketing is, “Why do local SEO campaigns vary so greatly in cost?”I see three clear types of local SEO services, and the price tag associated with each of them correlates directly to the long-term value of the service.Automated local SEO servicesThe most basic of local SEO services are automated software platforms. The core of these services is centered around management of citations in the local search ecosystem.For a monthly or yearly fee, the automated system will typically submit your business info to various data providers and business directories and ensure your business name, address and phone number are consistent across the local ecosystem.These platforms are typically user-friendly and easy to manage but offer little in the way of long-term value. When you stop paying for the service, they stop maintaining your listings.I also want to point out that these services alone won’t increase your website rankings — however, they remain a …

Google’s right-side adpocalypse: What really happened (DATA)

About a month ago, Google confirmed the death of right sidebar ads for desktop search results. Search Engine Land paid media reporter Ginny Marvin put together a great FAQ on all the changes search marketers need to know about.One of the big questions asked in Marvin’s post, and a hot topic of rampant speculation throughout the search industry, was how much CPCs would skyrocket.If you listened to some people, you’d think the change to Google’s desktop SERPs was the end of the world and going to crush everyone in its path, especially small businesses.Here’s just a sampling of comments on the change from Search Engine Land’s Facebook page:“One thing’s for sure: Google wouldn’t have rolled this out if they weren’t sure they would make more money this way. Less ad-space, more earnings… you figure out what this means for CPC.”“This will raise costs for advertisers, squeeze-out advertisers who a) can’t afford the higher competition and/or b) can’t figger [sic] out how to raise their Quality…

5 dos and don’ts of managing a new international PPC account

You’re a US-based PPC manager, and you’ve just been tasked with overseeing an international account for the first time. What do you do?If you’re like many, the thought of managing international accounts gives you the sweats, but there’s also probably some part of you that’s intrigued.Either way, taking on international accounts can definitely add some serious skills to your overall experience.So the question is: How do you boldly go where you’ve never gone before?In this post, I’ll walk you through a few dos and don’ts when tackling your first international PPC account.1. DO treat the international account as a new clientIt doesn’t matter if you’ve been at your company or with your client for 10 years — the minute they ask you to manage their international account, you’re a newbie. And it’s time to start researching.Go through the same process you would if you were onboarding a new client or getting to know a new employer. For my agency, that means a thorough interview process.The key…

#MarTech Conference: Google dominates the marketing stacks of 150 “unicorn” startups

When it comes to marketing stacks and startup companies, it’s Google’s world, and other technology providers are just living in it.Google technologies took the top five spots in an analysis presented Monday at our MarTech Conference of about 150 “unicorns” — startups that are valued at more than $1 billion.Isaac Wyatt, Director of Marketing Strategy and Operations at New Relic, used the Datanyze platform to analyze the technologies in use by the startups on Crunchbase’s recent “unicorn” leaderboard.He found that this group of companies uses an average of about 10 different marketing technologies, and almost all of them are using at least one Google platform — quite often, a version of Google Analytics. The first slide below shows the overall martech providers (by domain) that the startups are using, and the second slide shows the specific technologies.Another interesting note from Wyatt’s talk was that some martech solutions are often used in tandem. Among the startups Wyatt looked at…

How using Zapier coupled with Pipedrive revolutionized our lead management process

I am an admitted Zapier addict. I found out about Zapier a few years ago during a discussion with a colleague at a conference. He was explaining how his agency was using it to help automate their more mundane processes.I signed up for an account as a result and have spent the time since automating every business process I can that doesn’t adversely affect the task being performed.We don’t use Zapier to automate client work — we use it to automate our internal business processes. One of the most powerful combinations I’ve found through my addiction to Zapier has been in using Zapier coupled with Pipedrive.The resulting automation it has allowed has saved us over a week’s worth of time per month.An introduction To ZapierZapier makes it possible for apps and services to talk to each other and automate communication — and actions — between them. (If you’re familiar with IFTTT.com, Zapier does similar things but is more sophisticated.)Zapier Partnerships & Community Manager Alison Grov…

How to use visual social media – part two: Tumblr and Snapchat

Visual content in all its forms has become the driving trend online, as improvements in technology and bandwidth push the boundaries of what can be done with visual media.Nowhere is this more true than in social media, where having a good visual strategy can be key to taking advantage of marketing and promotional opportunities.In recent years, the popularity of visual social networks like Instagram and Snapchat has made them an increasingly important source of visibility and ad revenue, while new players entering the social media space also frequently revolve around visual content like videos, graphics and animations.In the last part of this article, we looked at two out of four major visual social networks, their unique features and how you can gear your social strategy towards them: the dominant titan Instagram, and the dark horse Pinterest.To round things off, we’re going to look at why you shouldn’t ignore the creative teen hub that is Tumblr, how you can turn Snapchat’s disappear…

Introducing the Content Strategy Canvas

A couple of years ago I created the Periodic Table of Content Marketing, to help people create the right kind of content for their brands.That visualisation was very much tactical, in terms of its scope. I wanted to combine a brainstorming tool with a checklist, to help with the content creation process.My Periodic Table of Content Marketing is proving ridiculously popular. Meta! http://t.co/xKnMAnCeBdhttp://pic.twitter.com/yjtAvzvtFK— Chris Lake (@lakey) March 19, 2014I purposefully allocated just one of the 132 ‘elements’ to content strategy… the first element, in fact. Why? Because content strategy requires a lot more focus and input from content teams and stakeholders. There are many questions to ask, and the answers given will differ from company to company.As such, content strategy needs a different approach, and one that is less prescriptive. I’ve come up with the Content Strategy Canvas, as a loose structure for figuring out where you’re at, and where you want to be. I hope it…

Email marketers, meet your new cubicle mate: machine intelligence

In a few years, email copywriters may spend more time editing and approving copy than writing it, and email designers may not actually design “emails” at all. Why? Because of advancements in machine learning and automation.Litmus (my employer) recently asked more than 1,100 marketers: “Will machine learning, AI, and predictive software ever determine the majority of the content (subject lines, images, copy, etc.) in marketing emails?”The answer? Two-thirds of marketers welcome their machine co-workers — whether it’s begrudgingly or eagerly:Machine learning, predictive analytics and other tools are already making an impact on how marketers generate email content. Intelligent software is currently contributing the most in the form of product and content suggestions for individual subscribers, but it’s also involved with subject line writing and other aspects of email marketing.There’s little doubt that over time, machines will be even more actively involved than they are now.Machine int…

MarTech Today: 2016 MarTech Landscape, YesPath’s AI-powered marketing & Usermind’s “glue”

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:Scott Brinker shares his thinking behind this year’s huge MarTech Landscape
Mar 21, 2016 by Barry Levine
Such as: companies with “blue” in their name, the “third dimension” in digital marketing, and the possible peaking of new martech firms.Infographic: The 2016 Marketing Technology Landscape
Mar 21, 2016 by Marketing Land Infographics
Almost 4,000 companies are now part of the marketing technology landscape, a huge leap from the 150 itemized back in 2011.Startup YesPath launches AI-driven platform that automatically targets marketing content
Mar 21, 2016 by Barry Levine
Headed by two ex-Salesforce execs, new San Francisco-based company wants to help automate the marketing side of building relationships.Usermind launches its platform as “glue between systems” that shows what works
Mar 21, 2016 by Barry Levine
It’s like workflow automator Za…

A first look at Plonked, the new search engine for business

Earlier this month came the launch of a brand new search engine dedicated to providing in-depth insights into the business world. Its name? Plonked.In the world of search, even dominated as it is by giants like Google and Bing, there’s still room for a small organisation to do something new, and do it well. Enter Plonked, a niche search engine focused on providing information about businesses.Plonked was co-founded by Ankur Varma and Josh Atir, both residents of the San Francisco Bay Area with a wealth of experience working in technology and software. The idea for Plonked was born out of conversations with sales teams about their work process and methods of discovering new leads, which led to the realisation that the tools they used for discovering companies – including Google – were either outdated or not detailed enough.“Google’s done an amazing job when you think about categorising the web; there’s your tab for images, your tab for news, videos, and so on; but there isn’t an equiva…

Android Marshmallow 6.0.1 Update for HTC One A9 Users Brings QuickCharge 3.0

HTC One A9 had been in for lot of ridicule thanks to the design that seemed inspired by iPhone, but the smartphone also managed to rise above the design issue and beyond that it turned out to be a pretty impressive phone, as you would find it out in our review.The HTC One A9 came with Android 6.0 out of the box but it did miss out on the Quick Charge 3.0. Thankfully HTC has begun seeding Android 6.0.1 with Quick Charge 3.0 support, as reported by an One A9 user on Twitter. The changelog for this update includes security patches, screen color temperature addition, System enhancement and a few other bug fixing.If you are a HTC One A9 user it is only a matter of time the update seeds for your device, by the way the size of the update is around 430 MB. Quick Charge has been helping us charge our phones faster by allowing a greater degree of current flow as opposed to the normal charging cables. This however comes with a caveat, both the phone and the charger need to support QuickCharge wi…

MediaTek Helio X25 Manages to Outperform Kirin 950 in AnTuTu Benchmarks

Benchmark score have always had a swung audience while most of them swore by it many of them debunked the relevance of the same. We agree while Benchmark score is not all it takes to decide the best phone it is still a relevant piece of information, much like a cars horsepower. As we were talking about the Meizu Pro 6, the first phone to be powered by the MediaTek Helio X25, it seems that the Pro 6 has already made it to the AnTuTu benchmarks.The Meizu Pro 6 has reportedly managed to score a whopping 99,948 AnTuTu score. While this score is indeed impressive we need to understand how the Helio X25 fares against the other flagship chips. While the Helio X25 leaves behind Kirin 950 it is still lags behind the Snapdragon 820 and the Exynos 8890, perhaps something that has to do with the GPU. The Huawei Mate 8 powered by the Kirin 950 SoC scored 94,250.The Samsung Galaxy S7 Edge with Snapdragon 820 tops the benchmarks chart with a 132,849 score while the Exynos variant still manages an im…

Netflix Recommended TV Program Goes Global with New Criteria

Netflix has been in the news ever since it was officially announced in India and 130 other countries recently. Now with the number of Netflix users climbing steadily, it is but natural for us to view the same on our televisions. The next time you want to binge watch any Netflix show along with your pals, the best bet would be a large TV screen instead of a laptop or a smartphone display. This was the very reason Netflix had fired up a “Netflix Recommended TV” program in the US in 2015 which was aimed at identifying smart Televisions that would help users with an ultimate Netflix experience.Now the company wants to extend this program worldwide and has also set up new criteria for 2016. Netflix is expected to work glove in hand with the OEMs to optimize the Netflix performance. As of now, two of the manufacturers are already manufacturing such TVs including LG (for UHD TVs with webOS 3.0) and Sony (for Android 4K UHD TV’s). It is very likely that other manufacturers will jump on the ba…