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Showing posts from February 27, 2017

B2B marketing tips for an effective account-based marketing (ABM) strategy

Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and better focus their investment on critical key accounts.The concept of ABM hinges on the convergence of Sales and Marketing — two historically divided sectors — working together to define key accounts and develop campaigns designed to engage target prospects. A successful ABM program involves building brand awareness, engaging target prospects and growing customer accounts, all in a highly targeted fashion.[Read the full article on MarTech Today.]

via Marketing Land

10 things you should be doing now on social media to grow your business

At least 86 percent of Americans are now internet users, according to the latest data, and social media is one of the most cost-effective ways to connect those internet users with your business. Use these 10 tips to make sure your business is using social media effectively.1. Make sure you’re on Google and FacebookAt a bare minimum, you need to make sure that your business has a presence on the most popular search engine and social media sites. If your business has been around a while, it probably already has a listing on Google, but you need to claim that listing.By claiming your listing on Google, you can make sure that your business hours and contact information are correct. Claiming the listing also allows you to respond to reviews.2. Make your own personal social media accountsThe best way to learn about social media is by creating an account for your business. When you have your own LinkedIn, Twitter and Facebook pages, you will have a better idea of the different markets with e…

Take your customers off mute: 3 tips for customer feedback

Customer feedback is important. Period. It’s useful for everything from employee training to product improvements to marketing. There’s no denying its value.But mobilizing customer feedback is still a challenge for businesses — not just how to collect it, but also how to use it. While Gartner Research says more than 95 percent of organizations measure customer feedback in some way, Temkin Group reports that only 10 percent of companies consider customer experience metrics in day-to-day decision-making. Below are three tips for making sure you’re getting the most out of customer feedback.1. Let your customers tell you what they want to tell youYou may think that asking more questions in a customer survey means you’ll get lots more valuable feedback to help you improve your business. However, it’s actually having the opposite effect. Your customers do not have infinite time to answer a long survey of questions that you may think are important but your customers find tedious.Instead, mak…

How to get started with 360-degree content for VR

Once a time and resource-heavy exercise, creating and embedding 360 degree imagery has become much cheaper and easier over the past couple of years.The advent of mobile apps that can take 360-degree photographs, or ‘photo spheres’, has made creating 360-degree images accessible to those without specialized equipment.At the same time, it has become easier to embed and share photospheres directly within webpages, and the virtual reality headsets which allow users to experience them are increasingly widespread and affordable.Even without a virtual reality headset, users can still enjoy 360-degree imagery using their web or mobile browser, giving them the opportunity to experience a location or a visual idea in an immersive and memorable way.So why should marketers be creating 360-degree content, and how can you get started with your own?Why create 360-degree content?In spite of the fact that 360-degree imagery is becoming easier to create, it’s still relatively rare, which makes it an ef…

Urban Airship becomes first mobile wallet provider to offer single-tap loyalty rewards with Apple Pay

Mobile engagement provider Urban Airship took another step last week toward making the mobile wallet into a full-fledged marketing channel, by offering a service where loyalty cards can be updated via a single tap with Apple Pay.The Portland, Oregon-based company says it is the first wallet provider to offer this capability, although some brands, such as Walgreens, had offered it in one-off implementations.Previously, Director of Product Marketing Judy Chan told me, a user might have a loyalty card on a smartphone barcode-scanned at the cash register when paying. To join, the user might have filled out a paper form, or entered information letter-by-letter into a form on the screen.Now, her company’s Urban Airship Reach service — which helps brands with loyalty passes, concert tickets and boarding passes for Apple Wallet and Android Pay — is supporting the value-added services industry protocol in Apple Pay.This allows loyalty information to be sent across Apple Pay with the same tap a…

Swrve’s new integration gives Oracle visibility into apps

The big marketing clouds are still catching up in mobile marketing. Last week, Oracle took at step toward more complete mobile coverage with the full integration of Swrve’s app-oriented mobile marketing application.Oracle’s Marketing Cloud out-of-the-box is “blind to what users do in the app,” Swrve Senior Director of Product Marketing Alan Tam told me. Swrve focuses on app marketing — user retention, engagement, monetization and targeting.Through Eloqua, the Oracle Marketing Cloud environment for campaigns directed at salespeople, it had the ability to trigger push notifications to mobile users. Swrve was available as a simple integration for batch exports of data.Now, Swrve’s full integration allows Eloqua to track mobile app usage, so cross-channel events and campaigns can be based on what the mobile user does in a brand’s app, because the app activity is visible in the customer journey.[Read the full article on MarTech Today.]

via Marketing Land

Are you leveraging these underutilized Google Analytics features?

IB Photography / If you’re a digital marketer these days, odds are extremely good that web analytics is a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics.But are you really getting everything you can out of it?Here at Cardinal Path, we help our customers extract the most value they possibly can from data, and that means leveraging the most powerful, obscure, underutilized bells and whistles of Google Analytics’ standard and 360 products.Here’s a checklist that can help ensure you’re taking advantage of the many value-added features within Google Analytics.Enable and activate those core configurations and features!We’ll start out with the basics. There are a lot of settings, configurations and core features to work through, but each of them can be used to help you clean up your data, make reports easier to use, and ultimately help you make data-driven decisions more efficiently.Here a…

So what is growth hacking, really?

In 2010 Sean Ellis, entrepreneur, angel investor, startup advisor and now CEO of GrowthHackers, coined the term “growth hacker” as someone whose every strategy, every tactic, and every initiative is attempted in the hopes of growing. But that’s pretty vague, right?Check out the Google Trends graph below. Lots of people are searching for this term, so let’s dig into what it really means.What is growth hacking, really?‘Growth hacking’ meshes digital marketing with traditional marketing with customer retention and product performance. Growth roles typically apply to the startup world where software and apps are the products because these days, there’s a lot to gain from marketers being close to product development.Ellis saw this as a talent gap. He had helped grow many popular startups, like Dropbox and Qualaroo, but had a hard time finding the right talent to support him.The tactics and strategies they use are simply to reach new customers efficiently, retain existing customers long-ter…

How To Change Post URL of Already Published Post Without Losing Traffic

What you are going to learn today will help you throughout your online career. This tutorial is useful for any blogger, writer & SEO professionals.  In this guide you will learn about:What is the slug in SEOWhat are stop wordsWhat is 301 permanent redirectHow to edit post slug of a new post in WordPress (BlogSpot users can follow this guide)How to change the Post URL of already published postHow to set up redirection in WordPressMost of us learn about on page SEO at the later stage of our online career. Chances are, you might have already published a good number of blog post before you learned about the keyword optimization.If this sounds like your story?Well, I’m sure the next thing that made you stuck in your progress is: How do I take care of already published posts?If you had tried editing the post slug of your old posts, you might have encountered 404 error & various other issues. This guide is the answer to all your questions & issues that you may or might encounter …