Skip to main content

Posts

Showing posts from August 19, 2016
Instapage

Next stop in Salesforce’s evolution: Becoming the platform for customer experience

When it was founded in 1999, Salesforce was known largely as the company for customer relationship management. CRM has remained its center-of-gravity as it has added tools for marketing, sales, and service.But the recent acquisition of ecommerce platform Demandware seems to move that center away from helping marketers and salespeople generate demand and close sales. After all, tools to set up an online store from a company known for CRM, marketing, and sales is like a food-and-drink magazine providing a service to set up your own restaurant. It’s related, but it’s not the same thing.Since 2014, the company has billed its many clouds as the Customer Success Platform, but that also doesn’t completely fit its goal for differentiation in the emerging environment. No company, of course, is billing itself as the Customer Failure Platform.So, what is the new orientation that Salesforce seems to be drawn toward?I asked Meghann York, director of product marketing for the Salesforce Marketing C…

Getting to the bottom of Google expanded text ad CTR and CPC

Since July 26, 2016, expanded text ads (ETAs) have been live in AdWords. This new ad format, which was launched with mobile users in mind, allows advertisers to create longer text ads with two headlines of up to 30 characters each and a single 80-character description line.Standard text ad (left) vs. expanded text ad (right) Advertisers have been testing the new format alongside standard text ads, and dozens of analyses looking at click-through rate (CTR) for standard vs. expanded text ads have been published across the industry, with varying levels of detail. (Google’s July announcement also came with its own assortment of impressive case studies touting massive CTR spikes.) We even included some data points in our Q2 Digital Marketing Report, though we now have much more data to work with in establishing meaningful comparisons.Here, I hope to provide the deepest look yet at how CTR differs for ETAs using data from dozens of large Merkle advertisers using the new format across thousan…

Sprinklr CMO says always being a student & having passion is good, but focus is key

In April of last year, Tom Butta joined Sprinklr as CMO for the cloud-based social media marketing management platform. In his role, Butta is tasked with creating thought-leading content to inform, inspire and guide the world’s largest brands – helping them digitally transform into customer-first organizations.“I am currently working on our overall marketing strategy, which is focused on demonstrating to the worlds’ largest brands that our technology can help them make their customers feel like they matter,” says Butta.He is also working on a campaign to help executives understand transformation is key to becoming a customer-first organization.With more than thirty years of experience Butta has served as CMO for a number of technology brands, including Red Hat, PTC and AppNexus. He has also played the role of strategic partner, acting as a marketing consultant-in-residence to lead transformative projects for Andreessen Horowitz and Citrix. Tom ButtaCMO @ Sprinklr HQ: New York CityApple…

SEO and voice search-proof your shopping campaigns this holiday season to win the omni-channel shopper

Honey for bees. Pikachu for Pokémon Go-ers. Ironic eyewear for hipsters.Some things are known attractants. But when you want to lure the omni-channel shopper this holiday season, the variety of channels at your disposal can seem overwhelming.Why choose when you can combine? Turns out, the key to winning the hearts and dollars of omni-channel shoppers is using a multi-channel strategy.Let’s look at how you can most effectively combine Shopping Campaigns with SEO best practices and emerging voice search trends to gain a giant advantage this holiday season — not just in terms of short-term profitability but more importantly, to increase overall customer lifetime value.[Read the full article on Search Engine Land.]

via Marketing Land

Paid search management software: Is it right for your business?

On the surface, paid search management software has all the glitz and glam of a new-age technological marvel. It’s sleek, it’s chic, and it takes the guesswork out of your account management. After all, humans make mistakes — computers don’t. Right?Well… maybe that’s giving them too much credit.Automated account managers are often sold as more intelligent than they really are. Unfortunately, when you buy paid search management software you’re not getting Iron Man’s “Jarvis”…… you’re getting a trained monkey.Now, there are advantages to trained monkeys, don’t get me wrong. They’re great for predictable, menial tasks, and they’ll work for bananas. But you’ll want to think twice about how much of your business you hand over to them.So, if you want to avoid monkey business in your paid search account, here are six questions you should consider before signing off on paid search management software:[Read the full article on Search Engine Land.]

via Marketing Land

Changing Domain Names? Learn How To Tell Google About Site Address Change

Do you know you can change your domain name without losing search traffic?Yes, it’s possible.But once you have changed your web address, you need to do some post-site address change things to ensure you don’t lose organic traffic.If you don’t tell Google about this change of address, you might be putting your site’s organic ranking into danger.Let me help you with fixing this potentially big error.(In the below example, I have placed a URL change request using the Google Search Console. The process is the same for anyone needing to change their domain.)Let me first give you a background of why I had to change the URL of one of my popular niche blogs.If you are a regular reader of ShoutMeLoud, you might be aware of our niche WordPress blog. The name used to be WPFreesetup & lately, I realized the name of the blog could be better.When I started WPFreesetup back in 201o, my goal was different & a lot has changed in the past 6 years.This is when I decided to change the name from W…

How to solve the event marketing data problem

In-person events have become a critical source of leads for B2B marketing and sales organizations. In fact, face-to-face events account for 18 percent of B2B marketing’s annual spend, according to 2016 Forrester Research. This is a shockingly higher investment than their seemingly more “modern” cousins — digital advertising and marketing technology.It’s easy to understand marketers’ attraction to events, especially for demand generation. Face-to-face events provide brands with a platform to generate real dialog, go deeper with prospects to understand their specific needs, and tell their brand story in an interactive way. And B2B professionals (buyers) who attend will benefit from more personal attention when doing their research.All parties come back fired up after an event. Now, the real work begins. It’s time to turn badge scans and event lists into prospects and customers.This effort starts with developing a follow-up plan in advance of each event. The plan should include a data in…

Exclusive: After Airtel, Reliance Jio Extends its Preview offer for Samsung Galaxy J Series

Reliance Jio has been hogging the limelight for its affordable internet and the possibility that it would connect people across India with its class leading 4G service. Ever since Reliance has been testing the Jio the other operators have been fretting out. Reliance has been bundling the preview offers with its LYF phones, Samsung Galaxy A, N, S series smartphones. The preview offers entitled the users for a 3-months unlimited 4G data, voice call, and SMS.Reliance Jio is expected to be priced so low that it would undermine the offerings from the other telecos. Airtel has also taken up the cue and has revised a majority of its 3G/4G plans in order to gear itself for the competition. The most recent example being the 10GB of free data with Samsung Galaxy J Series phone. Also, Jio is nearing its commercial launch and it is most likley that the same is slated in the second half of this year.In fact, Airtel even revised its 4G plans and said that it would offer 10GB of data with the Samsun…

5 ways digital marketers can make healthier impressions

Imagine this, digital marketers: Instead of distributing virtual ads anonymously in cyberspace, you have to pass out flyers to people you meet face-to-face.You spot someone reading a tablet over lunch at a sidewalk café. Would you walk up, wordlessly place your flyer right over the screen on their tablet and walk away?Of course you wouldn’t. And you shouldn’t commit the virtual equivalent of that, either.But many marketers do. And that complete lack of self-awareness could be the biggest crisis facing the industry today. Here’s a five-step program for solving it.Step 1: Eliminate fraudI touched on this in June (“Bubble, Bubble, Toil andTrouble”), but it bears repeating. Marketers need to change their attitude toward digital ad fraud. Immediately. What’s become an acceptable level of breakage is unacceptable.On the low end, 11 percent of all display ads and 23 percent of all video impressions are clicked on by robots. Viewability, or the lack of it, is another huge issue. Many ads are …

Content audit 101: a step-by-step guide

A content audit should be part of the research you do before creating a content marketing strategy, but it seems to be a missing element in most programs. Why is a content audit an important part of an overall content marketing strategy? If you don’t know what your current content assets include and which ones are working, how can you determine what you need to add to your site?I’ve been working with my team to really uncover what matters in a content audit and help our clients ensure their sites are performing the best they possibly can. We’ve focused in on a couple of areas that help us determine what stays, what goes and what needs to be created (A content audit alone doesn’t tell us this, but it helps lead the direction).Crawl your siteThe first step in a content audit is to crawl your site and determine which pages Google has indexed. There are different tools you can use for this crawl. We’ve been working with Screaming Frog, URL Profiler and Moz Content. I personally like Moz C…

How to maximise PR outreach for site visibility in organic search

How can you earn those coveted links and mentions in news and media sites that generate an incredible influx in domain authority?When combining SEO, PR, and content marketing, you create a winning formula for increased organic visibility, brand awareness, and social amplification.In this article, we’ll go through the steps required to create a cohesive strategy that integrates SEO and PR and maximizes the reach and outcome of both.1.   Research & ideationWhen determining the content that will resonate most with editors, journalists, and consumers, make sure you research and have as much data as possible at your disposal:Who are your buyer personas?What are the different stages of the buying cycle for your particular products and services?Include psychographic research and data. What do they love? What are their pain points?What are the keywords that each of those buyer personas typing in at each state of the buying funnel?What keywords and articles are your competitors targeting t…

MarTech Today: Parse.ly’s Data Pipeline, Raven Tools’ refound love & WordPress 4.6

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:Parse.ly now provides site and app publishers with full raw data
Aug 18, 2016 by Barry Levine
Its new Data Pipeline delivers the info behind its existing dashboard and API.Like Moz, Raven Tools refocuses on its first love: search
Aug 18, 2016 by Barry Levine
The Nashville-based company is releasing a rebuilt standalone version of the most popular tool in its suite, a Site Auditor for search optimization.How to find the right analytics for the right marketing job
Aug 18, 2016 by Alan K’necht
Do you know which kind of analytics to use, and when? Columnist Alan K’necht breaks down the three categories of analytics and explains how using them effectively can make your marketing campaign successful.What is marketing automation?
Aug 17, 2016 by Digital Marketing Depot
Marketing automation is the subject of a fair amount of hype and embellishment.…

Five most important search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.This week we have new updates from Bing Ads and AdWords, plus a glimpse into the automated future where robots can write these search news round-ups instead of me.*kicks coffee machine for not pulling its weight*Upgraded URLs now available in Bing AdsAccording to a Bing Ads blog post this week, it has launched Upgraded URLs to simplify tracking campaign performance.With Upgraded URLs, you can quickly make updates to your tracking codes and keep your ads running. According to the post, the major benefits are:More efficient tracking management: Manage and update tracking information for multiple URLs with a single shared tracking template.Less down time, more conversions and clicks: Quickly and confidently make tracking changes to your URLs using an account-level tracking template without your ads being sent to review by our policy team.Additional tracking insights: Tr…

Facebook Live Now Available for all Android and iOS Users in India

Facebook had recently rearranged the layout including notification panel on its app in order to make it better suited for watching live videos. The social media giant has been betting big on the Live streaming feature and is taking on the likes of other live streaming services including Meerkat and Periscope. Initially, the Live video feature was restricted to a select few celebrities and verified profiles but was later extended to all. In India, Facebook live was till now available for few people on iOS but starting from today it has been enabled for everyone on Android and iOS as well.The feature was initially available only for the US iOS, Live allows one to broadcast without installing a separate app. This will not only help people connect in a better way with their friends and family but also help the brands to broadcast their events. In order to access this feature head over to the “What’s in your mind” option in the Facebook app and select “Go Live.” If your device is running o…

The WalabotDIY is a $200 Stud Finder that Lets you see Through Walls

Stud finders are simple easy tool that will help one locate a framing stud from the wall but what if this simple $15 tool was converted into a connected device, well the WalabotDIY is just that. That said priced at $200 the WalabotDIY does come with some extra features that the traditional stud finder misses out on.The WalabotDIY comes from Vayyar, a company that specializes in 3D-imaging sensors and the device lets you see through the wall for up to 4-inhces. This will let users detect electric pipes, metal wires and studs plastered inside the wall with relative ease. Now since we already mentioned it’s a connected device, the WalabotDIY connects via USB and can be connected to Android phones (Sorry iPhone!) Moreover, as creepy as it might sound the maker of WalabotDIY also suggests that you can use the built-in motion sensor to detect pests inside the wall.For convenience sake, the WalabotDIY can also attach to the back of the smartphone so that both the devices can be used in tande…

36 indispensably useful social media tools for your business

Social media management can become very time consuming, and that’s why we have compiled a list of some of the best tools to enhance your social efforts.Whether you’re a small business or a large corporation, these tools can be useful for everyone trying to create a consistent social presence.And many are free to use…Social schedulingHootsuiteHootsuite is among the most popular social media management platforms, offering an overview of all your social networks (Facebook, Twitter, Youtube, LinkedIn, Instagram), along with the option to create and schedule content, analyse performance, and monitor your favorite topics and hashtags.It also features a Beta Campaign Builder, which makes social campaign creation even easier.BufferBuffer is another popular option for social media management, focusing on content creation and scheduling, with a user interface that makes the process easier and faster.What’s more, its Business version offers powerful analytics for content scheduled through the pl…