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Showing posts from January 18, 2017
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MarTech Landscape: What is RTIM?

The last thing marketing tech needs is another buzz term.But one recently-emerged concept — Real-Time Interaction Management (RTIM) — is useful because it defines a clear view of digital marketing’s central goal: immediate context.In this installment of MarTech Today’s MarTech Landscape Series, we explain what RTIM is — and why it clarifies what modern marketing is trying to do.RTIM = Right now contextual marketingWhat customers most want is information and offers about product and services, exactly when they need them.If you’re walking without cover in the rain, what you really want is to find one of those guys selling umbrellas on the street.If you’re a parent with an inquisitive four-year old whose birthday is coming up, a discount on a fun and educational toy would hit the spot. If you’re a twenty-something at a nighttime sports event with friends, what you’d really like to see are after-game specials at a nearby bar/restaurant.Marketers have always tried to reach the right audien…

Adobe Marketing Cloud adds features, partnerships to bring brick-and-mortar deeper into digital

This week at the National Retail Federation (NRF) show in New York City, Adobe announced several new initiatives to improve the digitization of brick-and-mortar retailing.The tech company says that $7.50 of every $10 spent through the top 500 U.S. retailers is spent through its Marketing Cloud, largely though the retailers’ online selves.That’s the hottest arena for online sales, according to Marketing Cloud’s Director of Industry Strategy Michael Klein. He told me that e-commerce for brick-and-mortar retailers “is growing faster than pureplay e-commerce.” A key driver: the trend among customers to buy online from retailers with a physical presence, so returns can be made in person.The new retailer-targeted announcements include the private beta of Fluid Experiences in Retail inside Adobe Experience Manager in the Marketing Cloud.It allows a retailer to create a master block of content — including photo, product description, sizes and pricing — and then break it into segments for any …

5 tips for gaining a competitive advantage with your enterprise mobile app strategy

Every digital marketer loves talking about consumer-facing apps, and why shouldn’t they? They’re fun, flashy, and — most of all — they are sharing your brand with the world.But there’s another fast-growing trend that competitive organizations are focused on — and it’s giving smart companies an edge over the competition by increasing work productivity, easing tasks, enabling information-sharing and building connections with customers and stakeholders behind the scenes like never before.Welcome to the world of enterprise mobile apps.Adobe (my employer) recently surveyed 1,500 enterprise decision-makers (registration required) across the globe in sales, marketing and human resources to learn more about their enterprise mobile app strategies. We discovered that 61 percent believe that companies risk being at a competitive disadvantage by not embracing mobile apps. However, 66 percent of those surveyed believe they are either on par with — or worse, they are lagging behind — their competit…

Wix Super Bowl LI campaign comes out strong with Jason Statham & Gal Gadot throwing punches

Wix has released the first of its teaser ad series for Super Bowl LI, coming out strong with actors Jason Statham and Gal Gadot in an action-packed fight scene.The spot is a departure from the brand’s Super Bowl 50 ad which was a joint campaign between the web-development platform and the “Kung Fu Panda” movie franchise (although, both campaigns do contain a certain element of martial arts).Wix launched the campaign on Facebook and YouTube Live last night at 6:00 p.m. EST – releasing the video simultaneously on both platforms. According to an announcement from Wix, its Super Bowl LI campaign will include a series of teaser ads leading up to its official 30-second Super Bowl spot.“We are so excited about this campaign because this time we are telling our own story,” says Wix CMO Omer Shai in the announcement.The CMO says the campaign is about more than just the commercial, “It is an ongoing narrative about Wix and our customers, and our message about always enabling our users in a wor…

What I’ve learned from growing and unfollowing over 250,000 followers on Twitter

Of all of my social media channels, Twitter has been the best one for building relationships. Over the years, I’ve used many tools to grow my connections, so after being on Twitter for nearly 10 years, it was time to start over and see what would happen.Up until recently, I had never unfollowed anyone who followed me. I only unfollowed those who weren’t following me.I’ve always maintained that if you are a real person, and you are following me, I will follow you back.My Twitter followers grew to over 252,000 on December 1, 2016.  On that day, while looking at my Twitter timeline, I noticed some porn tweets, and I noticed a user with a swastika for his profile image. In all of the years of growing my account, the automated tools that I had used had picked up some crazy people to follow.Twitter has been invaluable in my careerSee, I live in Kansas City, Mo., right smack in the middle of Midwest, USA. I’m 1,192 miles from New York City and 1,807 miles from San Francisco — so I’m technic…

6 best practices for building a developer community

Developers have a reputation among marketers as a tough audience, as we’ve mentioned a time or two before. It’s very true that reaching them through marketing entails unique approaches. In past columns, I’ve gone into the ways a marketer should usecontentto engage developers, and how important the rightattitude and empathyare to creating that connection.One dream scenario for a marketer is to create a developer platform with a life of its own — to lay the groundwork that transforms customers into a community of followers or, better still, into passionate evangelists for your platform, product or company.Here aresix best practicesto keep in mind if you’re trying to build a developer community. They’ll help you build the kind of unforced, authentic participation and advocacy that’s more invaluable than ever.Don’t assume you know who you’re looking forLet’s take a quick snapshot of a “developer”:I’m a figure skater. Coming from a background in collegiate sports, I’m highly driven, with a…

[Tech Ad-Ons] Apple AirPods: Eye Candy for Ear Candy!

It has been around 41 years since the Cupertino mammoth has been advertising and it has been a roller coaster so far. From early Macintosh ads to ‘Shot on iPhone’ ads, Apple has tried to provide something new on the table each time it has advertised any of its product in the simplest possible way. Yes, the release of the iPhone 7 teaser made us miss the simple, straight and direct approach that Apple generally uses in advertising and wonder if things were changing, but with its recent AirPods ad campaign, the company is back where it belongs in the ad land – right near the top.For those from another planet, Apple introduced its first ever wireless earphones– the AirPods along with iPhone 7 and iPhone 7 Plus. Although they arrived in the market only a few weeks back, ever since Apple took the wraps off the device, AirPods have become the ear (if not eye) candy which everyone clearly does not like but cannot stop talking about. AirPods have been repeatedly criticized and made fun of bec…

Instagram accounted for 70% of GQ’s social revenue last year

Instagram contributed 7 percent of GQ’s total digital revenue in 2016. Instagram may not be sharing with publishers any of the revenue from its new between-Story ads. But that doesn’t mean publishers aren’t able to make money on Instagram. For Conde Nast’s GQ, Instagram generates more revenue than any other social network, including Instagram’s parent company Facebook.Last year Instagram accounted for roughly 7 percent of GQ’s total digital revenue and 70 percent of its revenue from social platforms, which also included Facebook and Snapchat.“Two years ago we really decided that Instagram was a platform we wanted to go all-in on because it plays to all of GQ’s historical strengths. It’s a great place to experience men’s fashion, style and lifestyle content,” said Mike Hofman, executive digital director of GQ, which boasts 3.3 million followers on Instagram.GQ, which boasts 3.3 million followers on Instagram, makes money on Instagram primarily the same way celebrities, or “influencers,”…

TripAdvisor adds new enhanced listings features for hotels, restaurants

TripAdvisor is enhancing its suite of tools and subscription-based ad products for both hotels and restaurants. The two programs are “Business Advantage” for hotels and “TripAdvisor Premium for Restaurants.”Both offerings give hospitality and restaurant marketers new capabilities and greater control over their listings. Effectively they’re enhanced listings. Basic listings remain free.The Business Advantage program enables hotels to feature a “favorite review” near the top of the profile page. The hotel also gets the ability to present their “best photos” and present “cover photos” for each album on the hotel profile page. There’s also a beefed-up analytics suite “with extensive traveler, engagement and competitor data.”TripAdvisor Premium for Restaurants offers some similar capabilities.Restaurants get to post a favorite review near the top of the page. They also receive an enhanced analytics package and live phone support. A coming-soon feature is called “Storyboard,” essentially a …

Reliance Jio 4G VoLTE Enabled Feature Phone Surfaces Online, Priced at Rs 1,299

After launching a slew of Lyf branded 4G enabled smartphones, Reliance Jio is now rumored to be working on its own feature phones. Incidentally, these features phones are said to support 4G VoLTE and reported to be priced below Rs 1,500. With that said, the first real image of such a phone has now emerged, thereby suggesting an imminent launch.Also read: Why a VoLTE Feature Phone Makes Sense for Reliance JioDespite its freemium policy, Jio has failed to tap on to the rural telecom market and that’s mainly due to the prevalence of feature phones in the country. Not everyone in India has the privilege of owning a smartphone, thereby resulting in a number of 2G users. To sort this issue out, Reliance seems to have taken the onus onto themselves to launch 4G enabled devices at an extremely low price point.The phone that got leaked via the image appears to have an alphanumeric T9 keyboard, just like any other feature phone. Besides, there’s no touch screen too and by the look of its, the d…

Building your SEO strategy in 2017: what’s most important?

If you’re wondering what factors to consider as you build your SEO strategy for 2017, links are still the top-ranking factor for Google’s algorithm with content close behind. And high CTR is still at the core of the rankings pack as well.Earlier this year, Andrey Lipattsev, a Google Search Quality Senior Strategist, fielded questions about the top ranking factors for Google. Lipattsev said, “I can tell you what they are. It is content. And it’s links pointing to your site.”Recent Study Put Links to the Ranking Factor TestA recent study by Eric Enge of Stone Temple Consulting put links to the ranking factor test. And links emerged as powerful as ever.Previous research by Moz and Searchmetrics found a high correlation when comparing high SEO rankings and external links. However, data from other ranking factors were close behind links.For example, the Moz study found the number of external links to be rated at 0.30, but the Moz authority rated at 0.28, and the page authority at 0.37.How …

Why a VoLTE Feature Phone Makes Sense for Reliance Jio

It has been almost four and a half months since Jio launched its services to the public. According to RIL’s latest Q3 financial report, Jio’s subscriber base has reached 72.4 million as of December 31st, 2016. I’m pretty sure that before their free offer ends on March 31st, 2017, Jio would have more than 100 million SIMs sold. One would presume that with Jio having sold 100 million SIMs, their target of achieving 100 million subscribers is done but as I have explained in my previous article, the number of SIMs sold is hardly indicative of the number of *actual* subscribers Jio has managed to gain.There have been reports of Jio producing a VoLTE feature phone. Some people have expressed their thoughts on why they think a VoLTE feature phone from Jio makes no sense at all. To some extent, they’re right, after all, a 4G network and a feature phone are diagonally opposite. On one hand, a 4G network is the very best in telecom technology whereas a feature phone seems outdated like the 2G n…

Create new possibilities for your SEO & SEM campaigns

2016 brought incredible developments in both SEO & SEM. From the emergence of AI, search engine algorithm changes, new formats like ETAs, call extensions and voice search the complexity of managing SEO and SEM has become more complex than ever. And the momentum won’t stop as 2017 brings forth a new wave of opportunities for SEOs and SEMs like you.Learning how to drive quality, targeted traffic from your efforts is the difference between success and failure and SMX West features 50+ sessions on SEO, SEM, Analytics, Content Marketing, Social Media and more.Join us at Search Engine Land’s SMX West March 21-23 in San Jose for an inside look into the continuous changes surrounding search engine optimization and paid search advertising that drive your business forward. You’ll learn from leading search marketing experts who will provide you with actionable tactics you can use to make different in your business immediately. Some of our highly anticipated sessions include:SEOAMP: The Next…

Marketing Day: Traffic metrics, Google’s AMP & live-streaming with Twitch

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:3 reasons why you can safely ignore your competitors’ traffic metrics
Jan 17, 2017 by Dianna Huff
Competitive analysis can be helpful, but columnist Dianna Huff explains why it’s important not to get too focused on your competitors’ performance.Keep your customers from cheating on you
Jan 17, 2017 by Digital Marketing Depot
The more you know about your customers, the less chance they’ll go to a competitor. This white paper from Vision Critical will provide the road-map.
How digital advertising will change with today’s political climate
Jan 17, 2017 by Rebecca Lieb
The proliferation of fake and offensively virulent news will be a growing problem this year. Columnist Rebecca Lieb takes a look at the trend and how it will affect digital advertising and online media.Google’s AMP Lite and Cloudflare’s Accelerated Mobile Links broaden AMP’s footprint