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Showing posts from November 7, 2016
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Quiz: Are you ready to adopt Account-Based Marketing?

While Account-Based Marketing (ABM) is not a new concept, it’s regained popularity among B2B marketing and sales professionals. They have found much success with an account-based approach – from increased revenue and more cross- and up-sell success within enterprise accounts, to close alignment between marketing and sales, to a great handle on their data.With all of these stellar results, why is it that ABM often falls short of its potential?Take our account-based marketing quiz on Martech Today, put together by contributor Victoria Godfrey, to see whether you are winning — or failing — at the ABM game.[Take the quiz on MarTech Today!]

via Marketing Land

Report: Amazon, HBO Now, Live.com only apps common to top app-install platforms

Among advertisers on the top app-install ad platforms, curiously, there are only a few apps that overlap. That’s according to a new Sensor Tower Q3 “Mobile Advertising Atlas,” which tracks “share of voice” (ad impressions) leaderboards for these platforms: Facebook, Instagram, Google and Pinterest.Each of the leaderboards is relatively distinct. Only Amazon, HBO Now and video streaming app Live.com are present on three of the four lists. Pinterest is the outlier vs. the others because it features mostly retailers and a high proportion of traditional brick and mortar stores, which are not present on the other lists at all.Top Advertisers by ImpressionsCheckout 51, Offer Up and Uber are present on two of the four lists. Beyond this, the Facebook and Instagram lists have the most overlap, which makes sense given that they’re the same company. Another reason, as Sensor Tower points out, is that “Facebook is cross-promoting Instagram heavily, trying to move more legacy FB users to Instagra…

[Reminder] Live Webcast — It’s not too late! Maximize your Google Shopping in time for the holidays

Whether you’re a beginner or a paid search pro, it’s not too late to improve your Google Shopping campaigns in time for the holidays. Join us for this November 10 webcast and learn how to optimize for search success with Google Shopping ads. Our expert panel will discuss:how to create “quick wins” in your Shopping account;how to combine paid search with Shopping campaigns for better results;more effective use of product pricing in your Shopping strategy;and more.Register today for “It’s Not Too Late! Maximize Your Google Shopping in Time for the Holidays,” produced by Digital Marketing Depot and sponsored by Crealytics.

via Marketing Land

Why the email list takes second place to the phone book

Once considered on the decline, phone calls are now the gateway for tracking offline and online consumer behavior in unprecedented ways.No longer reserved just for voice calls, the phone has become much smarter now with apps, access to the internet, texting, cameras and navigation. What used to take a variety of tools is now aggregated in one place.The vast majority of people have access to a smartphone — with nearly 80 percent penetration in the US market — and they’re carrying it with them all the time, picking it up an average of nearly 50 times per day. Since a person usually has just one smartphone, that phone number is linked to the customer 24 hours a day, wherever they are.This level of access to a consumer offers a tantalizing opportunity for marketers to bring together all the points of contact on the path to purchase, including online research, phone calls to a business and buying at the physical store, which should make gathering accurate phone numbers a priority.It’s data…

Turning content pages into lead generators

This summer, I presented at the Content Marketing Institute’s Content Marketing World conference. There I was faced with the challenge of explaining how content marketers can turn visitors into subscribers and subscribers into customers.There was one answer to this question in my mind: landing pages.I’ve written about landing pages here at Marketing Land. Landing pages service known visitors. They are responding to an ad, an email link, a social media post or a link on your website.Landing pages have two jobs:Keep the promise made in the ad, email link, social media post or web link.Single-mindedly get visitors to take action.When we rely on our content to bring visitors to our websites, we are making the promise. This promise is typically the title of a post or article. This makes it relatively easy to keep the promise made. Visitors to content pages should get the promised content.However, content pages don’t do the second job well: single-mindedly getting the visitor to take action…

[Podcast] Marketing Land Live #34: Google Home vs. Amazon Echo with USA Today’s Jefferson Graham

Google’s first in-home speaker/assistant, appropriately called Google Home, is now arriving for those who placed the first orders last month. Comparisons with its main competition, Amazon Echo, are inevitable because both products seek to let consumers use their voices to complete tasks normally completed online — searching, shopping, transactions and more.Home has received mixed reviews from tech reporters that have been using the device before the public, and that’s reflected in this week’s episode of Marketing Land Live. Our special guest, USA Today’s tech columnist Jefferson Graham, has called Home a “fail,” while our founding editor, Danny Sullivan, had a better experience in his testing. Somewhere in between is the experience of Marketing Land’s Greg Sterling, who also joins in the discussion this week.This episode runs about 53 minutes and includes several live demos of Home, plus a discussion on what marketers, brands and publishers need to know about the home device space ove…

Not to be out-Einstein’d, Adobe launches its Sensei layer of AI services throughout its clouds

The Adobe Sensei logo In September, Salesforce upped the ante on computer intelligence by announcing its Einstein layer of AI for all of its clouds.This week, Adobe similarly announced Sensei, a “framework and set of intelligent services” across the company’s Marketing, Creative, and Document Clouds. In a blog post, EVP and CTO Abhay Parasnis explained the name choice:“Sensei, ‘master’ or ‘teacher’ in Japanese, is the perfect term to describe the deep expertise in artificial intelligence (AI), machine learning and deep learning we have built into our platform.”Adobe already had dozens of intelligent services running in its clouds, some of which were added in announcements as recently as March and May. Sensei makes those services available throughout the three clouds, and marks Adobe’s commitment to boosting its investment for providing more.[Read the full article on MarTech Today.]

via Marketing Land

How to create an effective digital marketing strategy

A digital marketing strategy is important for every business seeking further growth, but how can you create an effective one?More and more businesses jump onto the digital marketing bandwagon, hoping to achieve bigger goals, but even in 2016, not all of them start by creating a digital marketing strategy.According to Smart Insights, 47% of businesses don’t have a set plan or strategy for their digital marketing efforts and this may affect their long term goals. Even the smallest business using digital marketing needs to document its strategy, in a way that it will help keep track with the objectives and their results.What is a digital marketing strategy?It may sound scary to hear that you need to create a strategy from scratch, but in fact, it’s simpler than it seems. A digital marketing strategy is the plan for your next steps, and it helps you make your efforts more effective.There’s no need to see it as a big and terrifying process, but rather as a series of activities that will br…

A great American underdog makes a comeback: CMO transforms Arby’s into a QSR leader

Image credit: Arby’s You may have seen Arby’s recent initiatives, like the spontaneous Pharrell Arby’s hat, the Jon Stewart farewell, the Ving Rhames “We Have the Meats” and the daring Vegetarian Hotline. But before that, Arby’s national brand presence was relatively small, and Arby’s was “considered an underdog in the QSR (Quick Service Restaurants) industry,” said Rob Lynch, chief marketing officer of Arby’s.So how did Lynch, who is now in his fourth year as Arby’s CMO, take an outdated brand and make it so hot that it claims a growth rate more than twice as fast as most of its competitors? It started with building the right team of talented people and creating a culture of risk-taking that engages customers. Here is how Lynch did it.Rob Lynch, CMO of Arby’s Q: Rob, why did you join Arby’s?With my former roles at P&G, Heinz and Taco Bell, I had built a foundation in marketing discipline, P&L management, general management skills and innovation. And I knew I loved a work-hard, …

10 useful tools for writing compelling content for SEO

Almost 93% of all online experiences begin with a search engine and 70% of the links that people click are organic.*Do you need more evidence that SEO is the way to go when it comes to boosting the popularity of your website and your brand? When it comes to inbound marketing, no other technique can deliver the same results.Writing SEO content is the heart and soul of effective optimization but it’s far from an easy task. Various tools can be used to simplify the process and make it more effective.If you’re just getting started with SEO content, you’ll find the following 10 tools to be quite useful.1. Google Search ConsoleThis one is an absolute essential for the execution of your SEO campaign. Google Search Console gives you access to tons of information about the performance of your website, as well as to various tools.You can learn which pages are delivering the best performance, the keywords that people are using to reach your content and the number of pages that have been indexed …

Guide to Google ranking factors – Part 10: backlinks

Last week we published the ninth instalment of our complete guide to Google ranking factors.It concentrated on outbound links and how and why these affect your site’s ranking.This week, we tackle backlinks.What is a backlink?A backlink is link from a third party website, back to your own.These can also be called ‘inbound’ or ‘incoming’ links.Why are backlinks important?As revealed by Andrey Lipattsev, the Search Quality Senior Strategist at Google Ireland, earlier this year, links pointing to your website are one of the top three Google ranking factors.Backlinks are a vote of confidence that someone outside of your own web property trusts your content and believes it has value. Google weighs up each of these links and assigns the linked-to webpage its own value.What does Google look for when it comes to backlinks?1) The number of referring individual domains linking to your website or webpage is a very important factor in Google’s algorithm.2) The authority of the website or webpage l…

Can company structure spawn cannibalization? Most definitely.

With so many business structure possibilities, it can be particularly complicated to consolidate content across departments, especially if it’s created in isolation. Internal structure can therefore dictate content efficiency, and decentralized structures can, in turn, spawn duplicate, overlapping or conflicting content.What is cannibalization?Cannibalization is a term coined by the digital community to refer to internal content duplication and its effect on market search performance.What do we mean by content? Anything that’s crawled and indexed by search engines: landing pages, blogs, rich media, PDFs and so on. While it’s impossible not to have some crossover in search theming, displaying largely similar content across your digital real estate can have a detrimental effect on your market share and bottom line.As each piece of internal content fights to be seen for the same search query, overall visibility is impacted, and any domains affected see an overall drop in ranking, if not …

LeEco is Running Out of Funds, Confesses Co-Founder

LeEco, the Chinese company who just recently has become eminent in regions apart from its hometown, seems to be having troubles in the financing department. In an alarming letter sent to the shareholders, co-founder Jia Yueting confessed that LeEco is running out of funds primarily due to the rapid expansion they’ve been executing in various countries.Jia, further mentioned that the company’s capital and resources couldn’t keep up with LeEco’s eccentric rush into a series of new sectors and markets such as automobiles, televisions, smartphones, and more. The CEO, additionally, stated that his income will be demoted to merely 1 yuan (15 cents) until conditions alleviate. Moreover, in order to maintain balance, he suggested to slow LeEco’s pace for now and shift to a relatively moderate phase of growth.In the letter acquired by Bloomberg News, Jia said, for defending LeEco’s core motives and elaborate clearly on the subsequent shortcomings, that “No company has had such an experience, a…