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Showing posts from June 21, 2016
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Salesforce Pardot opens up Engagement Studio for general release

Salesforce Pardot’s Engagement Studio, which has been available to selected customers in a closed beta, offers a streamlined and more integrated way to plan, implement, and test B2B customer journeys.Today, the company is putting Engagement Studio into general release, and is unveiling several new features. It’s available to all Pardot customers, at no extra charge.The central idea behind Studio, wrote Pardot VP of Marketing Shannon Duffy in a blog post announcement, is to provide “a solution that is powerful enough to deliver unified experiences, yet simple enough for both [the marketing] team and sales to use.” Studio, Duffy said, makes creating a B2B customer journey “as easy as building a Spotify playlist.”Here’s a screen showing a customer journey for Salesforce customer company Valpak, which works with businesses to provide packs of consumer coupons:This B2B command center tracks lead generation, lead nurturing, and reporting on one screen that visually represents automated rule…

The most important question to ask in local SEO

Last month, I talked about the importance of setting client expectations for Local SEO efforts. If you were paying attention, that advice should have gotten you in the door and landed you the gig. Now that you’ve got a new client, what the heck are you actually supposed to do?We’ve all seen the Local Search Ranking Factors study from Moz. We’ve all heard Google admit that the top three ranking factors are content, links and whatever RankBrain does.We also know we need to make our clients’ sites unique with awesome, never-before-seen content and amazing local links from all the most authoritative sources.But how do we actually do that? If you’re doing work for one particular business niche, how do you come up with amazing unique content for each client? Or here’s an even more difficult quandary — if you’re doing local SEO for businesses in lots of different verticals, how do you come up with unparalleled content in so many different areas?There’s one simple question you can ask that so…

The voice search explosion and how it will change local search

Alexander Supertramp / Shutterstock.com Since I noted Timothy Tuttle of Mindmeld’s LSA16 comments about the sudden increase in the volume of voice search queries, I’ve noticed an increasing number of articles on the subject. If the attention being given voice search is an indication of its anticipated impact on the marketplace, then it’s going to be a big deal.The potential for voice search to become a major search medium is well illustrated by the number of slides Mary Meeker devotes to the topic in her annual Internet Trends report that was just released this month. Out of 213 slides, Mary included 23 slides on voice search. And while the numbers on voice search growth vary quite widely, they all agree on one trend: explosive growth.Explosive growth and the reason behind itAt LSA 16, Tuttle shared that within one year (last year), the use of voice search went from a statistical zero to 10 percent of all search volume. That was huge. Yet more recent numbers show that growth accelerati…

Get the most out of your marketing automation investment

There’s no argument that the pipeline of new leads — ones that are well-qualified and ready to buy — is the responsibility of marketing. Content and a variety of tools in the marketing technology stack are what today’s marketers use to make this happen.One of the most basic of those tools is a marketing automation platform. Regardless of size, longevity or customer makeup, over half of all B2B marketers use (or plan to use) marketing automation to communicate with prospects and customers.And communicate we do — with email after email focused on a call to action that converts the lead to the next buying cycle.But conversions can be painfully slow, and when they are, an investment in a marketing automation platform can seem like almost a waste of money.No business has money to burn… especially not on a tool that doesn’t end up being a panacea for driving quality leads through the pipeline. So here are four tips for getting the most out of your marketing automation investment.Get persona…

Do you need a marketing automation platform? Read this guide.

If you are to looking to adopt a marketing automation software platform, this guide will help you through the decision-making process.“B2B Marketing Automation Platforms: A Marketer’s Guide”, sponsored by Marketo and Salesforce, is the source for the latest trends, opportunities and challenges facing the market for marketing automation tools.This 49-page marketer’s guide includes:comprehensive self-assessment of your organization’s business needsprofiles and comparisons of 13 leading vendorspricing charts and capabilitiesrecommended steps for evaluatingVisit Digital Marketing Depot to download your copy.

via Marketing Land

Twitter launches Engage, a companion app to provide stats on audiences

rvlsoft / Shutterstock.com Want more actionable insights from your Twitter participation? The company wants you to have it too. Today, they announced the release of Twitter Engage a US-only iOS application that is intended to give all content creators, especially marketers, celebrities and public figures easier ways to connect with fans and influencers.With Engage, real time insights will be provided to those who use the app, inclusive of notifications for when influencers follow the connected account or mention the account.Additional real time insights such as recent number of likes, retweets, mentions and impressions are served via a dashboard.Engage will also provide content review and performance activity metrics, so that content creators can also see data around each individual conversation that they’ve initiated.Twitter has also said that similar app executions will be rolled out to Niche and Vine in due time.

via Marketing Land

Twitter, Vine extend video lengths and hint at new video revenue

Twitter and its six-second video app Vine are both extending their maximum video lengths to 140 seconds. Vine is also starting to look at new ways to make money for itself and its creators, and Twitter has new a video discovery tool that could also open up a revenue stream.But first the new video lengths. On Twitter it’s pretty straightforward: videos won’t be cut off at 30 seconds any longer. That will likely apply to video ads as well — since they’re just promoted versions of regular video tweets — but Twitter hasn’t yet responded to a question about that.The new video length works a bit weirder on Vine. Basically the traditional six-second Vine will now serve as a trailer for a longer video. People will still see the shorter, looping clips in their Vine feed, but now they will have the option of clicking on that video to watch the longer version. Earlier this year Vine’s head of user experience, Jason Mante, said it’d be “pretty unlikely we would extend the length of Vine to 10 sec…

Tumblr’s live video strategy is syndicating services like YouTube and YouNow

People will be able to cross-post their livestreams from YouTube, YouNow, Kanvas and Upclose to Tumblr. No, Tumblr isn’t rolling out its own live video service to match Facebook Live and Twitter’s Periscope. Instead it’s going to syndicate the livestreams people are uploading through other platforms.Starting on Tuesday, people will be able to cross-post their livestreams from YouTube, YouNow, AOL’s Kanvas and Betaworks-backed Upclose to Tumblr. Their Tumblr followers will then be able to watch the livestream within their Tumblr dashboard (the Yahoo-owned social network’s version of Facebook’s news feed and Twitter’s timeline).When someone cross-posts a livestream to Tumblr — or when they reblog someone else’s live video cross-posted to Tumblr — their Tumblr followers will receive a push notification directing them to the live video. Tumblr is also propping up live video within people’s dashboards a la Facebook by pinning livestreams from people they follow atop their dashboard while th…

EU referendum / brexit betting: who’s winning in organic search?

With the referendum on Britain’s membership of the EU coming up this week, there’s obviously been a lot of debate online. It has also become a major online gambling event, with the value of bets set to exceed the previous biggest political event, the 2012 US election, according to a recent press release from online betting exchange Betfair.In fact, it has now exceeded that mark, with more than £43 million in bets matched on the exchange. There’s also plenty of betting on the financial markets too, but we’ll stick to the bookmakers for this article.While the polls predict a close outcome, the bookies are more certain that a brexit vote is unlikely. Odds of 4.1 for a leave vote seem very generous when some opinion polls put the two sides neck and neck.One interesting aspect with a relatively unique betting event like this is the opportunity for new customer acquisition. It’s likely to attract customers who wouldn’t normally bet, and should be seen as an opportunity for the betting sites…

10 ways to increase your social media engagement like never before

It’s probably one of the most frustrating parts of social media marketing — no engagement.You post day in and day out hoping to see the social side of social media start to happen. Sometimes, a like or two will pop up, but most of the time, you hear crickets.It’s disheartening. It’s also costly. Your social media marketing can’t pay off if your audience isn’t getting excited about what you have to say.Social media is a popular way to use direct marketing. This type of marketing allows you to connect one-on-one with your customer, speaking directly to the person who will eventually open his wallet and buy from you.With an opportunity like this, you want to capitalize on the connection. Engagement allows you to do that.Here are 10 of my favorite ways to rise above the noise on social media and engage your audience.Stop the scrollThe first step in getting someone to engage with your brand is to stop them from scrolling. If you can stop your audience from thumbing their way down the newsf…

ABM platforms YesPath, Madison Logic jointly target visitors in their buying stage, across the Web

YesPath is an account-based marketing (ABM) platform that directs the right content to web visitors from a targeted company.When it launched its first product this past spring, CEO and co-founder Jason Garoutte told me that his company would focus first on providing targeted content for visitors to the web site of a client company, but would eventually move to ads and other channels.Now, YesPath has announced a partnership with intent data-based ABM marketing platform Madison Logic, which moves YesPath into the channels of content marketing and display ads.Here’s a typical use case: Kaleo Software, which provides knowledge management software, might determine that, say, Ford Motor Company could become a customer.When a visitor from a Ford domain shows up at the Kaleo desktop or mobile web site, YesPath’s technology could be employed to show content — such as a white paper or web page content — to the visitor that is specific to her industry and to where she is in the buying process. T…

Instagram by the numbers: 500 million members strong (and more)

Instagram has hit a significant milestone today, announcing it has hit 500 million users. But that’s not all — 60% (or 300 million) are logging onto the image sharing social network every single day. More interesting is the fact that Instagram only boasts less than 100 million of those users in the United States; more than 80% of its user base resides outside of the US.As Instagram goes deeper to provide value to its users and advertisers, launching analytics to appeal to more brands and attracting more advertisers due to its non-interruptive in-stream appeal, it appears to be a natural fit that more and more people will join, as well as marketers looking to boost their brands on the network. Fortunately, most of the users aren’t particularly bothered by the imagery conveyed in sponsored advertisements.It’s taken the network 9 months to hit 500 million from its last announcement of 400 million users, which is indicative of a steady growth pattern of 9-10 months for each 100 million us…

How to improve your CTR using Google Search Console

Last month I wrote a comprehensive guide on how to use Google Search Console, covering every aspect of what is essentially a giant toolshed full of useful stuff for all webmasters to use.It was exhaustive, and probably exhausting. Don’t read the whole thing in one sitting, just dip in and out when you come across something you’re unsure about.While wading through Search Console’s huge amount of features, I noticed a few elements that deserved to be highlighted, not only because I had no idea they existed or were even accessible to webmasters, but also because they can probably help raise your click-through rate (CTR) on search engine results pages (SERPs), or at the very least, show you where to improve.The first thing you need to be aware of is this… You can see all the search queries that bring traffic to your site in Search Console.Yeah it was a massive pain when Google encrypted your search terms Google Analytics and replaced them with the ambiguous (not provided) but at least you…

Secrets for digital commerce success in 2016

Multi-channel. Big data. Personalization.These are just some of the words that have been used to describe best practices for digital commerce in 2016. But the problem is that they are too generic to offer practical benefits for online brands. Instead of delivering wins, they create confusion and frustration for marketers.To get ahead in today’s marketplace, you need details. And as it turns out, there are three strategies that form a Rosetta Stone for digital commerce — strategies that brands should implement and communicate to target audiences.Strategies that matter to today’s consumersAccording to the National Retail Federation (NRF), retail sales will grow 3.1 percent in 2016, with non-store sales increasing between six and nine percent. Cashing in on digital commerce growth is a top priority. But to get there, you need to market your ability to provide the services and features that consumers actually care about.In a recent report on “Eight Online Strategies to Implement Before Q4

Yahoo Introduces new mobile ad format Tiles, focused on 360 images, video

nevodka / Shutterstock.com At the Cannes Lions festival yesterday, Yahoo announced “Yahoo Tiles,” a new mobile ad format for the “post-tap world.” It offers 360 degree imagery and video on the Yahoo Gemini and BrightRoll ad platforms.Here’s the company’s description:Yahoo Tiles enables brands to tell visually compelling and immersive stories on mobile devices in a post-tap environment. When consumers click on a mobile ad, they are taken to a custom mobile landing page that can feature 360-degree content, including video and images, as well as dynamic and interactive features such as video, swipeable images, and social feeds. With its lightweight design, Yahoo Tiles delivers a more engaging and seamless consumer experience for mobile native, video and display ads.Yahoo said that early efforts with Tiles have yielded higher engagement for advertisers: “One QSR advertiser saw a 4x lift in user engagement when designing an experience for users to swipe through multiple flavors of their pro…

MarTech Today: Hashtag sites, Google’s Optimize 360 & voice search explosion

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:Startup Hi-Fi launches mobile news feed of publisher content, selectable by hashtags
Jun 20, 2016 by Barry Levine
These “Tag Topics,” the company said, let publishers control their content and mobile users control their info overload.Facebook’s web app-like Canvas ads can now run as organic Page posts
Jun 20, 2016 by Tim Peterson
Facebook will let Page owners use the interactive Canvas ad format for organic Page posts in a bid to get people to spend more time in the social network.Facebook keynote opens Marketing Land’s Social Pro conference
Jun 20, 2016 by Matt McGee
Wei Kuan Lum, Facebook’s Head of SMB Business Marketing, to talk about where the company is headed and what it’ll mean and offer for marketers.[WATCH] Marketing Land Live #18: Apple’s WWDC news, MSFT buys LinkedIn, Facebook “all video” & more
Jun 20, 2016 by Matt McGee
Wil…

The state of influencer marketing in 2016

Before Vine’s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it’s grown?Justin Bieber has 22 million YouTube subscribers. Rihanna has 21 million. Katy Perry and Eminem, 18 million apiece. These four musicians are among the most famous people on the planet, and none of them has even half the following of Felix Kjellberg.You know, PewDiePie. The Swedish video gamer who made $12 million last year, as the most-followed person on YouTube. Though PewDiePie largely stays away from marketing (though he has partnered with Mountain Dew in the past) the same can’t be said for many of his fellow social media stars-turned-actual stars.Logan Paul, a Vine celebrity who has graced the cover of AdWeek, has worked with Verizon, Nike and Dunkin Donuts. Michelle Phan parlayed a YouTube channel about makeup tutorials into a line of cosmetics with L’Oréal. Influencer marketing has been huge for a while. How has it changed a…

Carl Pei Responds to the OnePlus 3 Display Issues

OnePlus 3 had a rather shaky start with a VR event that needed viewers to download a 600MB file minutes before the event started, but later on the rave reviews piled up and OnePlus 3 finally started getting some love from the people. However, a review at AnandTech commented about the 5.5-inch optic AMOLED display and the way OnePlus explained it to the customers.The review further explained how the new display in OnePlus 3 was a disappointed as opposed to the OnePlus 2 and even the OnePlus One. While OnePlus claimed that the 1080p display was something that they opted to achieve greater battery life and resolutions above 1080p would be rendered useless in VR. Brendon, reviewer at Anandtech refuted both the points saying that the unit in the OnePlus 3, a PenTile AMOLED display at a resolution of 1080p is simply not that effective and maybe a 1440p AMOLED display would have made a difference.The review went on further and deduced how the display fitted in the OnePlus 3 is not up to the …

imoo is an Upcoming Smartphone Brand by the Parent Firm of OnePlus, Vivo and Oppo

Oppo, Vivo and OnePlus are among the reputed smartphone brands from China that are making waves in the global market once dominated by Korean and American counterparts. Incidentally all three aforementioned brands are known to be the subsidiaries of an inconspicuous company known as BBK Electronics. Now the Guangdong based company is all set to launch a new brand, called imoo.BBK Electronics has been a part of the electronics industry ever since 1995. Led by Chinese electrical engineer cum entrepreneur, Duan Yongping, BBK Electronics has moved on from making NES clones back in the day to building a few of the largest electronic brands in world. Apart from selling smartphone under Oppo, Vivo and OnePlus brands; BBK Electronics also sells Blu-Ray disc players, headphones and amplifiers under their Oppo Digital division.As per the teaser shared by BBK Electronics, the imoo brand will debut alongside the launch of the new company’s first smartphone. While not much is known about the upcom…

HTC Desire 630 Launched in India at Rs. 14990

After a massive delay, HTC has finally made the Desire 630 budget handset available in India at a competitive price of Rs 14,990. Unveiled way back in February during Mobile World Congress, HTC announced the 630 last month at an event in India. However, it can now be purchased in offline as well as HTC’s online eStore.On the specifications side, the Desire 630 features a 5-inches HD Super LCD panel up front along with a painted-speckled plastic body. There’s a Quad-Core Snapdragon 400 processor clocked at 1.6GHz, Adreno 305 GPU for graphics, 2GB of RAM, 16GB internal storage which is expandable up to 128GB via a MicroSD card and a paltry  2200mAh removable battery. It runs on Android 6.0 flavoured with HTC Sense 7 UI and additionally, the 630 supports Dual SIMs, Bluetooth 4.1, Wi-Fi 802.11 b/g/n and 4G LTE. HTC has also packed Boomsound with Dolby Audio speakers present on the front. Lastly, it rocks a 13MP rear BSI sensor with an aperture of f/2.4, LED flash and for selfies, it house…

iOS 10 Dark Mode Concept Photos Look Promising

At the WWDC this year iOS received an iterative upgrade and the iOS 10 is no short then a marvellous attempt at fine tuning an already good operating system. The 3D Touch improvements, stock application removal, SIRI and Maps SDK and the AI Photos app all of these features are an extrapolation of the old features. Yet another feature that will change the way iOS will look is the dark mode.Apple developers have been fiddling around with the iOS 10 Beta 1 and they have been pretty successful when it comes to digging the hidden features which were obviously not announced at the event. Dark Mode is not something I would exactly term as innovative or mind boggling. In fact, this very feature has made it to several Samsung Java phones in the mid 2000’s. The Dark mode has been found lurking in the iOS 10 Beta and this might be one of the feature that will pop up in the future betas of the iOS 10.Just to help us envisage the dark mode a Reddit user “simalarly44” has put up some pretty neat re…

How is Apple Handling Privacy with New AI Additions in iOS 10?

History evidences the fact that every overhaul or step forward in technology has brought a questionable bag of user data integrity. A majority of the scenarios involve critical information being analyzed on-the-wire, which means everything is happening anonymously to improve services or in some cases, data is immediately dismissed from the servers as soon as the required result is achieved. Privacy has been always the core concern of any developing technology primarily because these advancements demand user patterns for improving and sustain better overall outcomes and additionally, due to a sudden increase in digital thefts recently.Google, at their I/O event this year, mentioned that privacy violation has been kept minimal with new and modern products by not individualizing the data collected. That basically denotes that any third party or Google itself won’t be able to track down particular user with specific content. However, they’re still collecting a huge amount of data to refin…