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Showing posts from April 6, 2017
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AI, intent data boost new B2B marketing tools from Demandbase, Get Smart Content & Leadspace

There’s a veritable cornucopia of advanced targeting solutions for B2B marketers this week, with new announcements from Demandbase, Get Smart Content and Leadspace.Demandbase makes its living by recognizing when potential B2B buyers come to your website and serving them personalized content, or retargeting them with ads when they visit other sites. They identify the visitors via IP addresses, domains and other techniques, plus use site behavior to help indicate what they’re interested in.This week, they’re increasing their membership in the AI club with a new web personalization solution called Site Optimization. The company describes this as “the industry’s first AI-based personalization solution” for B2B marketing, although some other B2B marketers — like YesPath — have also claimed they use AI for site content personalization.[Read the full article on MarTech Today.]

via Marketing Land

Marketers, get your head out of your funnel — because time is definitely not on your side

Whether you’re a CMO who’s trying to figure out how to make substantive progress in the marketplace (the kind you can point to and say, “We’re really making a difference!”), or an experienced demand-gen pro who’s finding it harder and harder to achieve significant lift for your programs, I want to share something with you:No matter how well you do content marketing, no matter how fantastic your inbound funnel seems to be working, you may be winning those battles, but you’re losing the war.There are several obvious reasons why this could be the case. And there’s one that’s really worth solving.First is that the world’s a big place, and most people who could use your product/solution/service simply haven’t heard of you yet. Yes, over time, with luck and some good content marketing, word will get out — to some of them, anyway.Second, you could be in a very competitive market. Maybe there are a lot of other companies offering the same product. Best case, you have only, maybe, a one-in-10 …

4 ways you can improve your website conversion rate with SEO

Efforts to drive more traffic and rank better on search engines sometimes seem to be in conflict with those for increasing conversion rates for your website. But, as improved user experience becomes a stronger criterion for search engines, search engine optimization and conversion rate optimization are becoming a complementary, multistep process in marketing your business.Don’t sweat it: Your SEO efforts won’t ruin conversions on your site. And your CRO (conversion rate optimization) strategies won’t harm your findability, either.When setting your marketing plan, you might want to create different pages for different stages of your conversion funnel. Depending on the strategy you create and your business’s needs, you might find yourself designing SEO-focused pages in relation to CRO-focused pages.This change in focus means a change in content. You would produce content to get your site found and rank better instead of creating content to convert your visitors into buyers. As each page…

3 brands that do email marketing right

Retailers are pushing out millions of emails every day, most of which end up being ignored — or worse — sent to the spam folder. Many more are simply dropped by an ISP. And most marketers are misfiring on the timing, the subject lines and the content.Only a few are consistently getting it right, and among these brands, in my opinion, are Uber, eBay and REI (disclosure: Uber and eBay are clients). Here’s how these three retailers provide a good case study in effective email marketing.UberA portion of Uber’s email traffic is transactional in nature; their emails serve to close the loop on a ride. You step out of an Uber, and within seconds, you receive an email notification informing you how much your ride cost and reminding you to review your driver. There is nothing more simple and pure than this form of messaging.Business travelers can quickly take a screen shot of their Uber emails and use them as receipts in their expense reports. Riders know exactly what they paid and can rest ass…

Twitter Lite launches to serve slow broadband networks and expensive data plans

Twitter Lite, a new experience to address the needs of users who may have limited bandwidth and storage capacity, has launched.If you’re reading this article, chances are good that you have a strong and fast internet connection at work or home. But many internet users, particularly in countries such as Africa, Asia Pacific and Latin America, don’t have access to fast internet speeds. With Twitter Lite, their needs are more sufficiently addressed.For example, Twitter cites a statistic that shows that 3.8 billion smartphones were in circulation as of the end of 2016, and almost half of those people are still on slow 2G connections — a big deterrent to using the internet.Twitter Lite is a mobile-only experience that is focused on fast loads and minimal data usage, and it is “resilient” to mobile networks that aren’t very reliable. Further, it uses less than 1MB of space on your device. Speeds have been optimized as well.Twitter Lite gives users timelines, Tweets, direct messages, trends,…

Adblock Plus’s parent company buys content micropayment service Flattr

In May of last year, Eyeo — the parent company of Adblock Plus — announced a partnership with content-funding tool Flattr to create something called Flattr Plus.It offers a browser extension that automatically pays a small fee for web content when a visitor goes to a participating site. Payment amounts to the site are based on a Flattr-defined formula for user engagement, and the process is automatic once everything is set up.The Cologne, Germany-based Adblock owed a minority stake in the Sweden-based Flattr, and this week Adblock announced it is buying the company outright. Deal terms were not made public.The automated payment is the main difference between Flattr Plus and the previous Flattr service, which had required the user to click a button to “flatter” the site. Now, Flattr — which says it has paid more than 30,000 online content creators over its lifetime — is making Flattr Plus its main service.Adblock Plus is the most popular ad-blocking software, with more than 100 million…

Google Analytics remarketing lists go cross-device May 15

Last September, Google announced it would start using signed-in user data to enable retargeting across devices on the Google Display Network. Starting May 15, audience lists created in Google Analytics will start using that data.Google has started showing the following alert in Google Analytics:Starting May 15, 2017, all properties using Remarketing with Google Analytics will be enhanced to take advantage of new cross-device functionality. This is an important update to your remarketing settings, which may relate to your privacy policy.The change means that advertisers will be able to show ads to users who visited their sites on one device on another device when signed in, just as Facebook and other platforms have long been doing. Google had been relying on cookies and mobile IDs for retargeting, which don’t carry across devices.The shift also means advertisers should think differently about frequency capping and message sequencing in their campaigns, now that they’ll be able to reach…

Amazon launches a metrics dashboard for Alexa skill developers

Amazon has rolled out a pair of new features for developers who make skills for its Alexa-powered devices, highlighted by the launch of a metrics dashboard that aims to show how consumers are using those voice apps.The metrics dashboard is available in the Alexa developer portal, and there’s a separate dashboard for each skill that a developer has created. It offers an overview of how successfully the skill is performing, and how successful consumers are when using the skill. Developers can learnhow many customers a skill has.how often (sessions) a skill has been used.how many spoken interactions (utterances) users have conducted, and the intent of those interactions.peak usage times.more…As Amazon fights with (primarily) Google, Apple and Microsoft for the attention of voice-based developers, providing usage metrics like this will be a key element in gaining and keeping them active as developers.Here’s a screen shot from Amazon’s blog post announcing the metrics dashboard:Device Addr…

“Ubiquitous and seamless”: The future of voice search

These are interesting times for voice search, both in terms of its adoption among consumers and its technological development.We have moved beyond seeing voice search as a futuristic concept with rather limited and stilted realization, to viewing it as an increasingly integral part of our interactions with home and handheld devices.However, voice search brings with it a lengthy list of questions for technology providers, consumers, and marketers alike.If we are indeed at something of a crossroads for this technology, it seems a good time to address these questions, giving particular thought to how the landscape will change over the next few years.These questions include, but are certainly not limited to:What types of queries are best suited to voice search?What do people use voice search for?How will voice search be monetized?How will voice search performance be tracked?Is voice search really the end-game for Google, Amazon, et al? Or is it rather a means to an end?Unfortunately, neit…

Social media management software: Find the right one for your business.

With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time-consuming. Automating social media marketing with an social media management software platform can improve efficiency, compliance, and productivity.If you are to looking to adopt a social media management software platform, this guide will help you through the decision-making process. Included are profiles of 16 leading vendors, market trends, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download your copy.

via Marketing Land

Voice search and data: The two trends that will shape online marketing in 2017

Alexander Supertramp / Shutterstock.com With the explosion of technology in the digital space, customer expectations and website capabilities are constantly changing. As we approach the middle part of 2017, now is a good time to closely examine trends that will have the greatest impact on the industry this year.There are now more than a billion websites available, and the amount of data online has exploded from 130 exabytes in 2005 to an anticipated 40,000 in 2020. In response to the incredible amount of information available online, brands now compete with each other to provide customers relevant content. This has driven industry advancements and led to greater customer expectations from brands and their associated websites.Advancements in voice search and artificial intelligence (AI) will drive rich answers that will help marketers understand the customer intent behind I-want-to-go, I-want-to-know, I-want-to-buy and I-want-to-do micro-moments. Google has developed algorithms to cater…

Marketing Day: Brand/agency partnerships, YouTube TV & new LinkedIn ad offerings

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:Timberland & Quaker Oats testing new ad formats from PadSquad to stand out on mobile
Apr 5, 2017 by Ginny Marvin
PadSquad has introduced five new formats including Chatter Bot that brings chatbot technology to mobile ads.6 reasons why building your own customer data asset is a recipe for marketing success
Apr 5, 2017 by Mike Sands
Don’t let an overabundance of tech solutions and partners spoil the broth. Columnist Mike Sands cooks up six questions to ask yourself to ensure you’re in control of your customer data.SMX West: Solving SEO Issues in Google’s Post-Update World
Apr 5, 2017 by Mark Traphagen
Now that Google no longer regularly announced algorithm updates, it can be hard to tell when your site’s been hit by one. Luckily, there are steps you can take to determine if you’ve been hit. Contributor Mark Traphagen sums up a session from S…

Timberland & Quaker Oats testing new ad formats from PadSquad to stand out on mobile

New York-based PadSquad is aiming to shake things up in the mobile ad creative world. The firm — platform meets creative agency — is focused on creating new rich media formats for mobile. It counts Intel, Verizon, The Home Depot, L’Oréal, Cover Girl, PepsiCo and Best Buy among its customers. On Wednesday, it launched five new formats.PadSquad ads follow the tenets of native in-stream ads — show in-line with the content, complement the site’s environment — while adding the element of user control and creative tailored to the brand.“As the mobile ad industry moves toward increasingly automated and easily scalable solutions, who is left focusing in on the creative?” asks Daniel Meehan, founder and CEO of PadSquad. “Everyone is trying to solve mobile advertising’s problems with technology, but few are taking the time to overlay iterative creative solutions in tandem with ad tech. We’re having fun shaking things up.”For Timberland, PadSquad developed an ad to promote the flexibility of the…

The problem with obsessive rank tracking

Keyword ranking is one of the most overrated and misused metrics in SEO. Yes, tracking your positions is important, but placing too much emphasis on this metric is problematic. When it comes to SEO, what you measure gets managed. That means that focusing on the right metrics will help you generate results that have a business impact, rather than an ego boost.So, let’s talk about the problem with obsessing over rank — and what metrics you’d be better off focusing on.The problem with rank trackingMeasuring keyword ranking is easy to get sucked into because it’s so visible. When you type in the all-powerful keyword and see your listing there at the top, it feels good. The problem with putting too much emphasis on this metric is that the search results aren’t always consistent. Google’s results will vary based on a number of different criteria.[Read the full article on Search Engine Land.]

via Marketing Land

6 reasons why building your own customer data asset is a recipe for marketing success

Customer data. It’s a brand’s special sauce. But right now, there are too many chefs in the kitchen.Marketers are working with multiple technology solutions and partners. Their customer data is strewn among dozens of different platforms, channels, applications and silos.Sure, the capabilities for each may be powerful in their own right. Yet when each piece of the marketing pie has its own recipe for customer data and identity, brands are left with fragmented slices of consumer behavior past and present, online and off. Which takes the ability to recognize and relate to customers at the right time and in the right context off the table — and that’s a recipe for disaster.When the marketer’s experience is broken, so, too, is the customer experience. Hence, building and maintaining loyal relationships that inspire long-term value become a gamble, at best.[Read the full article on MarTech Today.]

via Marketing Land

SMX West: Solving SEO Issues in Google’s Post-Update World

How do we deal with huge and sudden changes in organic search traffic now that Google no longer posts major updates to its algorithms? Since many updates that formerly would have been assigned a name (like Penguin or Panda), or even a name and an incremental number (Panda 3.0) are now part of Google’s core algorithm, how can we know when an update is responsible for a traffic or ranking change? And even if we do know, what can we do with that knowledge?Kristine Schachinger and Glenn Gabe answered those questions and more in “Solving SEO Issues In Google’s Post-Update World,” a session at SMX West 2017. The following is a summary of their presentations.[Read the full article on Search Engine Land.]

via Marketing Land