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Showing posts from June 27, 2016

Enterprise Local Marketing Automation Platforms: A Marketer’s Guide – Updated for 2016

Marketing Land and Digital Marketing Depot have published the 3rd edition of “Enterprise Local Marketing Automation Platforms: A Marketer’s Guide.” This MarTech Intelligence Report examines the market for local marketing automation software platforms and the considerations involved in implementation.This free, 50-page report reviews the growing market for local marketing automation platforms, plus the latest trends, opportunities and challenges for brands marketing locally as seen by industry leaders, vendors and their customers.If you are looking to adopt a local marketing automation software platform, this report will help you through the decision-making process. Visit Digital Marketing Depot to download your copy.

via Marketing Land

What does intent data mean for the data-driven marketer?

As big data increasingly becomes more accessible, marketers are looking for ways to make it more scalable and actionable in order to better target prospects in various stages of the buyer journey. Intent data is synonymous with this topic, but it understandably causes a great deal of perplexity for many marketers.It can be difficult to sift through all the terminology: It’s variously referred to as activity, behavioral, internal intent data, or external intent data. Pairing intent data with other customer signals — like those housed within a company’s marketing automation system — provides an especially unique opportunity for businesses to understand and leverage customer insights.Nonetheless, it’s a topic that will continue to gain steam as more companies look for new ways to identify and predict where customers are in their buying journey.Defining intent data and its usesTo start, it’s helpful to define common termsfor a clear understanding of the various types of intent data out th…

The “meta” content formatting cheat sheet guide

Every day, sometimes multiple times a day, I find myself editing content. I comment on, add to, subtract from, redline, revise or rephrase sections of my team’s articles. Google Doc “Suggest Mode” and Word “Track Changes” are my jam. I’m a true content editing fiend.That’s why I created this cheat sheet guide for content formatting. So that you, your team, your freelancers or anyone who creates content for your organization can digest these guidelines easily and start using them right away.Like the title of this article says, we’re about to get really “meta.” Don’t know what that means? Take a lesson from Macaulay Culkin on the right, wearing a shirt with a picture of Ryan Gosling wearing a shirt with a picture of Macaulay Culkin — get it?!I found this image on Gossip on This. So I’m going to gossip that to you in this cute little caption along with a handy-dandy link pointing right back to the kind people who should get credit. So if I were to impart you with a simple, to-the-point th…

When will responsive websites respond to user context?

Terms like “mobile first” and “responsive web design” sound dynamic and user-centric, but the reality is most mobile-first responsive websites are simply reformatting ubiquitous content to suit different devices.Goal of web (or app) advertising: right message, right person, right place, right time.Goal of website (or app) content: whoever, wherever, whatever, whenever… eh… same content.Is that unfair? A gross generalization?OK, a lot of web advertising is still woefully untargeted or inaccurately targeted, but sometimes it can be freakily accurate.Ad targeting relies on the processing of real-time information from a variety of data sources – let’s call these “signals” or “cues” – about the mobile user and their behavior, in order to determine:Who they are.Where they are.What they are doing.What they like.What they want.What makes this more stunning, is the amazing speeds at which adtech (advertising technology) works.Between the user clicking/tapping the link and the page rendering wi…

RLSA and Customer Match: using smart segmentation for big wins

So we all know about RLSA (retargeted lists for search ads) and its ability to use Customer Match, but how many of us are actually taking advantage of it?The big problem with RLSA Customer Match is that in order for it to really have an impact on volume and performance, you need to have a very large customer list.To be specific, leveraging RLSA with Customer Match is only worth the effort if you have a list of customers larger than 50,000.So let’s say you do have that size database. How do you actually use RLSA with Customer Match to make the most of your re-engagement efforts? It all starts with segmentation.We’ll go into how to do that, then explain why creating a campaign for each segment is important (TL;DR: it allows you to customize messaging and landing pages).Segment your audienceThe first step is to smartly segment out your customer list. There are a couple of ways to do so:Use Average Order Value: Segmenting out audiences by high AOV, mid AOV, and low AOV helps determine whi…

MarTech Landscape: What are Creative Management Platforms (CMPs) and Dynamic Creative Optimization (DCO)?

A screen from creative management platform Thunder In digital advertising, ecosystems for programmatic bidding, targeting, and delivery should mean that the days of one-ad-fits-all are over.But, according to an AppNexus/Thunder study, 97 percent of campaigns don’t have a unique creative for each targeted placement. Apparently, it’s not unusual for a campaign to consist of a relatively few ad creatives, repurposed for different sizes.Which seems like a complete waste. After all, if you can tell that a digital ad will be seen by a business traveler in a New York City high-end hotel on a weekday night at dinner time in winter, why not deliver an ad for that user’s type and needs?What they areTo generate all the needed ad versions, two main platforms have evolved. One is called Dynamic Creative Optimization, known to friends as DCO. The other: Creative Management Platforms, aka CMP. In this installment of Marketing Land’s MarTech Landscape Series, we explain what those terms mean and what …

How Apple is Building New Platforms on Top of iOS

iOS is one of the largest and most successful platforms ever created. With a user base of 1 billion, iOS (along with Android) serves as a platform for several multi billion dollar behemoths like Uber. WWDC 2016, Apple’s annual developer conference is mostly being painted as an evolution rather than a revolution. However, there was one major theme that was evident all throughout the conference.The theme of Apple trying to build new platforms on top of iOS.Despite all the success of iOS, its growth depends upon iPhone and iPad, and their growth is now on a downward trajectory. Apple is trying to find an alternate platform through hardware products like Apple TV and Apple Watch, but for the foreseeable future, neither TV OS nor Watch OS are going to be as large as iOS. So why not build on top of iOS itself?While some people feel these platforms are nothing else but a sign of Apple opening up, I feel it’s nothing else but Apple just trying to find the next big platform. In this article, I…

Why Photoshop is no longer an “extra” skill for modern marketers

Photoshop used to be considered an “extra” kind of skill for your average marketer. Now, things have changed, and to be a great marketer knowing Adobe Photoshop is not only extremely valuable, but becoming essential for marketing success.Marketing is no longer about simply being creative with your content and thinking about audience, it’s about actually creating visual content and understanding what type of visual content is going to draw in the right viewers.Employers want a marketer who is able to work in this new-age marketing world, so the quicker you can learn the basics for marketing, the better.Five reasons Photoshop is a necessary skillConsider five of the top reasons that a working proficiency in Photoshop is so necessary for today’s successful marketer:1) Winning social media marketingJust having the ability to edit and enhance photos for social media is a skill worthy of high praise these days.You can absolutely tell the difference between content that has been carefully co…

Xiaomi Plans to Open 200-300 Retail Stores to Make Up for the Lost Ground in Q1 2016

Xiaomi, the high flying brand from China which started rolling in early 2010 rapidly moved on to becoming the most valuable tech startup with a steep valuation of $45 billion last year. Now a year has passed; Lei Jun led company is no longer at the top of the pillar when it comes to valuation of tech startups and their smartphone sales seems to have been slightly sluggish during the last quarter.A brand which once took bigwigs like Samsung, Sony and Apple by storm when they were just starting is gradually facing a slowdown in their sales, at least that’s what is evident from quarterly smartphone sale reports of various global smartphone brands worldwide by reputed analyst firm IC Insights. Well, Xiaomi can’t be entirely blamed for this as the smartphone sales itself are expected to fall this year. This however, is something to worry about for a company like Xiaomi who despite calling itself an ‘Internet company’ amasses 90% of its sales from smartphones.Xiaomi has always adopted an on…

How to run a conversion-focused Facebook Ads campaign

With 1.09 billion users, Facebook is an advertiser’s dream come true. But this immense reach also brings with it a lot of challenges. As click-through rates drop and competition increases, it’s more important than ever to run a conversion-focused Facebook ad campaign.In this post, I’ll share four things you can do to create a Facebook campaign that brings in leads, not just traffic.1. Run broad tests before zeroing in on an audience setFacebook’s targeting capabilities are its biggest strength. You can zoom in and target cat lovers who like Kanye West and live within a 10-mile radius of San Francisco.When you’re starting a new ad campaign, however, such detailed targeting can backfire. You might very well end up testing far too many demographics and not find anything that actually converts.A much better option is to start with a broad audience set, then narrow it down based on results.For example, if you were selling shoes, you’d start off by selecting a very broad audience based on g…

MarTech Today: Lytics’ new personalization, YouTube mobile live-streaming & Google’s My Business API

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:New Lytics Personalization promises greater simplicity and sophistication
Jun 24, 2016 by Greg Sterling
Platform seeks to help marketers deliver more customized experiences on their websites and beyond.YouTube adds mobile live-streaming to catch up to Facebook, Periscope
Jun 23, 2016 by Tim Peterson
YouTube Live isn’t all that different from Twitter’s Periscope or Facebook Live, but its execs claim it’s faster and more reliable than its rivals.Facebook is getting closer to putting ads in Live videos
Jun 23, 2016 by Tim Peterson
At VidCon, Facebook’s video product boss, Fidji Simo, said the company will test different monetization models for Facebook Live “over the next couple months.”Bridging the gaps in the Google My Business API
Jun 24, 2016 by Brian Smith
Each update to the Google My Business API makes life easier for those of us managing loca…

Five brief but helpful tips for Google AdSense placement

AdSense is an advertising service provided by Google that gives webmasters a free and relatively simple way of earning money through display advertising on their site.Of course the terrain of display advertising in the last few years has become a rocky place. With more and more people subconsciously becoming used to ignoring display and the rise of other content-led marketing methods.However, display ads can theoretically bring in revenue if they are targeted properly and are relevant to the user, context and device.And now that 21% of internet users globally only use their smartphone to access the internet, spurring Google to strengthen its mobile-friendly algorithm, it’s critical for all businesses to optimise their advertising for mobile.AdSense has recently issued its own report on tips for mobile web success, and in among the general advice and lovely graphics, there are some brief tips for ad placement that you may not be aware of, so let’s take a quick look at them now.Mobile a…