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Showing posts from January 10, 2017
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Customer questions every CMO should be ready to answer in 2017

“The customer is in charge.” “Everything revolves around your customer.”These are not just clichés. They are principles that are core to competing and thriving in business today, especially for CMOs who are taking increasing responsibility for all things customer.The good news is that CMOs have never been in a better position to deliver value to the business, to their customers and to their customers’ customers(in the case of B2B companies).But it isn’t going to happen with positioning, programs and high-performing demand centers alone. Real customer impact starts with actively listening and bringing new ideas to your best customers and prospects. This effort could be your biggest difference-maker to crush your goals in 2017 and beyond.After organizing our company’s Customer Advisory Board, prepping our 2017 Customer Conference and fresh off an active listening tour, I’ve gathered five important questions all marketing executives need to be ready to answer and to proactively share the…

5 B2B marketing tips to jump-start your 2017 results

It’s no small feat to be a successful B2B digital marketer in today’s complex, ever-changing environment. In this article, I offer several proven recommendations related to the domination of search engine results pages (SERPs), testing, attribution and ROI.Utilize these tips to jump-start your search results in the new year and start 2017 with a bang.New year, new opportunities2016 was a year of incredible change. Google changed the SERP game by shifting visibility to paid advertising, while also changing the core organic algorithm to natively include Panda and RankBrain.Search engine marketing isn’t getting any easier. Top it off with the rapid expansion of marketing technologies, system integrations, and now account-based marketing, and we’ve got an uphill battle.As you look for opportunities to improve your 2017 results, I offer five tips for big wins.[Read the full article on Search Engine Land.]

via Marketing Land

Is your marketing team effective? A 5-question test

Come back with me to the year 2000, when the Y2K bug was a recent memory, and the phrase “rockstar developer” was still being used without irony. Joel Spolsky, a software engineer who would go on to found Trello and Stack Overflow, published a 12-step test to help determine the quality of a software engineering team.Though The Joel Test is almost 20 years old, it’s still known among software developers due to its continued relevance and usefulness. It’s a short checklist, with a series of simple “yes” or “no” questions, that can give us a sense of whether a software team follows best practices.As a marketer, I’m in envy of The Joel Test. In some ways, the output of a marketing team is easy to measure: clicks, conversions and revenue, for example. In other ways, marketing is still responsible for things that are a lot harder to measure: branding, press coverage, positioning and messaging, pricing and so on. And marketing is more complicated than ever before, with new channels, techniqu…

The evolution of the customer journey in 2017: Optimizing moments that matter

Tracking the customer’s journey through a sales funnel, website user path, or any other journey is one of the top priorities for marketers today.Until recently, we were able to map out the path that the typical customer would take when making a buying decision or searching for information to inform that decision. We could identify exactly how and when they would move to the next stage of the buying cycle and what triggered that behavior.However, the days of identifying a linear “buyer’s journey” are giving way to a much more challenging mandate as the customer journey becomes increasingly fragmented.Here’s a close look at the shift from the linear customer journey, and the new model that will be guiding your marketing efforts:The fragmented customer journeyEven though digital advertisements, search and social media have been around for many years, few marketers have been able to identify the exact triggers that prompt a purchase for any given sale.We look at metrics and identify patte…

[Event-ually Speaking] Macworld, January 9, 2007: The Steve Jobs Masterclass

All right, so this is about an event that I did not even attend. But heck, even as the world was remembering the day it saw the iPhone for the first time, I must confess I sat through Steve Jobs presentation of the device, watching with a sense of amazement. Yes, we know that Jobs was a master presenter, and yes, we know that many credited him with the Reality Distortion Field, that (as its name indicates) seemed to totally change perceptions, and yes, no one perhaps ever blended culture, art and consumer electronics into one like he did.But even by his standards, January 9, 2007, was a masterpiece. I would tend to agree with Walt Mossberg – it was perhaps Jobs’ best presentation ever.In many ways, the presentation – or the iPhone part of it anyway – was a more refined version of Apple’s epic launches of the early to mid-eighties. A much younger Jobs then would love poking fun at the competition, deriding them, naming them openly and claiming that Apple’s own devices (computers in tho…

IAB Tech Lab launches new Tool Repository with a viewability SDK

The Tech Lab at the Interactive Advertising Bureau (IAB) has made its first acquisition for a new Tool Repository.The Lab announced late last week that it will take over control of an initiative originally conceived and developed by Integral Ad Science, an ad verification and measurement service.Called the Mobile Verification Open-Source Software Development Kit and expected to be released in the first half of this year, it helps app publishers set up monitoring of in-app ads without relying on multiple SDKs from multiple ad platforms or other partners.For the time being, Lab GM Alanna Gombert told me, the SDK is focused only on monitoring in-app banners’ viewability, but it might be extended at some point to help monitor other kinds of in-app ads.[Read the full article on MarTech Today.]

via Marketing Land

Report: Consumers feel positively about immersive technologies

A test drive in a VR car showroom After decades of being “just around the corner,” immersive technologies have finally arrived.But the pending question is whether virtual reality (VR), augmented reality (AR) or 360-degree video matters for brands — or whether they are just another great way to burn money.A new report from video ad company YuMe, out this week, points to some positive consumer attitudes about these kinds of experiences.“Immersive Technologies: The New Emerging Platform & Opportunities for Brands,” which surveyed 811 online users in the U.S. this past August, found that 86 percent of respondents have heard of one or more of the three technologies, although only 29 percent have tried any kind.The report says that VR is the best known of the three, followed by 360-degree video and then augmented reality. But if more big events like Pokemon Go’s July phenomenon capture headlines, AR will quickly move up that ladder.Only 16 percent of respondents have tried either desktop…

Yahoo CEO Mayer and co-founder David Filo to step down from Yahoo board

nevodka / Shutterstock.com Assuming the massive hacking disclosures Yahoo made over the past several months don’t derail the Verizon acquisition of the company, CEO Marissa Mayer, Yahoo co-founder David Filo and four other directors will leave the board after the $4.8 billion deal closes. Yesterday the changes were announced in an SEC “8-K” filing:[T]he Board has determined that, immediately following the Closing, the size of the Board will be reduced to five (5) directors. Tor Braham, Eric Brandt, Catherine Friedman, Thomas McInerney and Jeffrey Smith will continue to serve as directors of the Company following the Closing, and Mr. Brandt will serve as Chairman of the Board. Each of David Filo, Eddy Hartenstein, Richard Hill, Marissa Mayer, Jane Shaw and Maynard Webb has indicated that he or she intends to resign from the Board effective upon the Closing, and that his or her intention to resign is not due to any disagreement with the Company on any matter relating to the Company’s ope…

The tracking trap in digital marketing

In Google’s early days — when online marketing was still a novelty avoided by most large advertisers — then-CEO Eric Schmidt acerbically quipped that “the last bastion of unaccountable spending” was the corporate marketing department. Schmidt’s comment was no doubt intended to contrast the measurability of online marketing against the opaqueness of traditional media.In the first decade of the new millennium, Google was incredibly effective at spreading this narrative. As a result, media dollars flowed from traditional to digital. Today, digital media accounts for more than 36 percent of all media spending.Many online marketers, however, are so obsessed with measurement that they absolutely refuse to invest a dollar that can’t be clearly measured. This dogmatic adherence to tracking will push marketers into a corner, much as a dogmatic dependence on branding is also a career-limiting path.Embracing fuzziness for fun and profitThe historical problem with brand marketing was the notion t…

LeEco Forrays Into the Action Camera Segment with Liveman C1, Offers 4K Video Recording at 30fps

LeEco has been a leader when it comes to diversifying their product line. From the internet services to autonomous cars. After Xiaomi-backed Yi Technology unveiled the Yi 4K+ action camera LeEco has decided to step into the fray and has launched its first action camera ‘Liveman C1’. The camera is expected to be available in China by the end of this month and LeEco is yet to divulge the pricing details.The action camera has a 16-Megapixel sensor with a 140-dgree wide angle lens and a G-sensor to facilitate automatic video recording when movement is detected. LeEco will be bundling the offering with a waterproof case which can resist water up to 40 meters deep, 2 x adhesive mounts, extensions, mounts, USB cable and a 1050mAh battery. On the exterior, the Liveman C1 comes with a red button to toggle video recording, WiFi and function buttons on the side.The display is a 1.8-inch TFT touch screen which offers a built-in menu and will allow users to navigate. Also, the body of the camera c…

Latest Beta Update Adds a GIF Browser on WhatsApp

WhatsApp seems to on an update spree in the past quarter. From adding video calling to GIF compatibility, the messaging service has managed to bring out most features that their users have been demanding. However, the Facebook-owned messaging app isn’t done yet and has pushed an update which brings a native GIF browser.The WhatsApp beta update 2.17.6 is now rolling out to testers and adds a straightforward GIF browser powered by the popular GIF keyboard, Tenor which is owned by GIFHY. The new button is located under the emoji section, pressing upon which reveals the top browsed GIFs recently. You can tap any of them, add an additional caption and send. Furthermore, it also comes with a search button through which you can locate a particular file. It’s surprisingly quick like WhatsApp’s other features and as a result even works on slow connections. Additionally, these GIFs will also have a “tenor” watermark. Other than that, though, there aren’t any new features as it seems, we’ll keep…

Top B2B content marketing metrics for 2017

A new year brings new metrics. Or maybe it’s just a good reminder that you need to evaluate your existing KPIs.Which B2B content marketing metrics should you add in 2017?It’s the perfect time of the year to evaluate your content marketing strategy and focus on the latest trends that will take your B2B marketing plan to the next level.How about starting with the metrics that you need to pay closer attention to from now on?Unique visitorsA content marketing strategy starts from your site and the unique visitors indicate the actual traffic you gained through your content.It may not be enough to measure all your content marketing efforts, but it’s still the starting point for you to examine whether you managed to increase the interest towards your site’s content.Bounce rateIf the site’s traffic indicates the interest towards your content, then a high bounce rate indicates the exact opposite. If your site’s bounce rate is high, this means that visitors are not interested enough to explore …

Moto G5 Plus Specifications and Images Leaked, Hints at March Launch

Motorola’s G series marked the company’s comeback a couple of years ago and ever since its no looking back for Motorola. The G lineup has been one of its strongest proposition and toasting on the success of the G4 and the G4 Plus it seems that Motorola is all set with the iterative G upgrade. A Romanian reseller site reveals all the details about the upcoming Moto G5 and the G5 Plus. Thankfully the leak is accompanied by pictures of the phone.The listing further reveals that the Moto G5 Plus will come under the model number XT1685 and also states that it should arrive in the market by March this year. The seller goes on to reveal the specs of the Moto G5. The device is expected to come fitted with a 5.5-inch FHD display and under the hood will be Snapdragon 625 paired with a generous 4GB of RAM. On the storage front, the device is expected to offer 32GB of internal memory and it is most likely that we might also get a 64GB version as well.Moving on, the device comes studded with other…

Marketing Day: Paid search ads, data privacy & Facebook’s mid-roll video ads

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Are your paid search ads making the right impression?
Jan 9, 2017 by Jacob Baadsgaard
Impression share may not be the ultimate measure of paid search success, but columnist Jacob Baadsgaard shows how tracking this metric can lead to paid search improvements that can really boost your bottom line. Choosing an attribution model: When, not which
Jan 9, 2017 by Amy Bishop
Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you’re trying to answer. Data privacy: Picking the lock on Pandora’s box
Jan 9, 2017 by Lewis Gersh
Columnist Lewis Gersh says the development of smart technology, which can surreptitiously harvest consumer data in everything from toys to televisions, raises concerns that the ad industry can’t afford to ignore. The importance of local authenticity
Jan 9, 2017 b…

Are your paid search ads making the right impression?

Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. In fact, I’ll admit that I’ve argued for years that impressions really aren’t an important measure of paid search success.However, while I still strongly believe that ROI — not impressions, clicks or conversions — is the ultimate gauge of paid search success, impression share itself is far from a useless metric.In fact, after auditing thousands of paid search accounts at Disruptive Advertising, we’ve found that impression share is often the difference between effective campaigns and ineffective ones.Are you paying for the wrong impressions?Typically, most advertisers consider paid search impressions “free.” And that makes sense; paid search advertising is based on a cost-per-click (CPC) model, not a cost-per-impression (CPM) model.If you get 1,000 impressions and only one click, you only pay for the one click, right?That’s technically true, but there…

Choosing an attribution model: When, not which

Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model. The reality, though, is that no single attribution model can be the standalone source of truth — because no single attribution model can paint the full picture.Part of the reason that attribution models are so difficult to agree on is what they are designed to do: to determine what is adding the most value. Each person, team or agency is likely to be partial to the attribution model that gives the most credit to their work.Obviously, if you bring your team — or your agencies — into one room to agree on an attribution model, you’ll make them very uncomfortable. So how can you decide which model to use? The truth is that the question should not be …

Data privacy: Picking the lock on Pandora’s box

“This complaint concerns toys that spy.”That’s the stark opening sentence of a Federal Trade Commission complaint that a collection of consumer watchdog groups has filed against Genesis Toys and speech-recognition technology provider Nuance Communications. The complaint alleges that Genesis and Nuance “unfairly and deceptively collect, use and disclose audio files of children’s voices without providing adequate notice or obtaining verified parental consent …”The toys in question, including My Friend Cayla and i-Que Intelligent Robot, “converse” with kids using technology like what’s found in voice-activated apps such as Siri. These conversations are recorded and converted to text. The text is scanned for keywords used to generate, among other things, insidious product endorsements. Cayla tells kids her favorite movie is Disney’s “The Little Mermaid,” for instance.The complaint paints a chilling picture:By purpose and design, these toys record and collect the private conversations of y…

The importance of local authenticity

Welcome to the post-truth world. A world of fake news and faulty Facebook metrics. A world of Yahoo data breaches and WikiLeaks scandals. A world in which it’s hard to spot a glimmer of truth when it’s sunk to the bottom of a Flint, Michigan well.With truth in short supply these days, a brand’s authenticity, particularly its local authenticity, is more important than ever. We trust those we know, those who live in our community. They’re one of us. We are forever suspicious of outsiders, the unscrupulous “them.”If you’re a local marketer for an SMB (small or medium-sized business), you’ve got an advantage over larger brands with multiple locations. You’ve got your finger on the pulse of the community. You live in it. It’s easy for you to capitalize on that pop-up holiday market on the corner of 5th and Main.But marketers at multi-location brands often don’t have this luxury. Their local marketing campaigns are typically run by corporate offices far removed from the locations they’re ma…