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Showing posts from May 12, 2017

How Lenovo uses martech to build unified campaigns around its separate business groups

As chief marketing officer for Lenovo, David Roman says his team’s focus is bringing together what he calls a unified campaign for a company that has become quite diversified in recent years.With the acquisition of Motorola and IBM’s x86 server business, the brand now has three distinct business groups in three different spaces: its mobile business group, its PC business and the DCG group, Lenovo’s data center business.“Of course, the more diversified it becomes, the more challenging it becomes,” says Roman. From a marketing standpoint, the CMO says the brand has marketing teams within each of those business groups, as well as geographic marketing teams to execute all of its marketing initiatives. Roman says his aim is to ensure the brand is more visible and more relevant to Lenovo’s customer-base.“A lot of my role is trying to keep all of that together.”In today’s CMO’s View, Roman talks about how Lenovo is using marketing technology to create a unified campaign covering the differe…

CMOs, invigorate your brand and your career

Over the last two years, the average tenure of an American chief marketing officer has dropped by six months, according to consulting firm Spencer Stuart. Today’s CMO lasts just 42 months — or three and a half years — on the job.The reason for this? CMOs are tasked with disruptive growth more than any other member of the C-suite. As a result, strategies are completely based on hitting home runs, when singles and doubles will probably get the job done just as well.CMOs can fix this trend for themselves by simply adjusting a few of their strategies. There is always pressure to make small tweaks to what has traditionally worked well.Today, marketers need to be problem-solvers and connectors, and continually look for better ways to form relationships with their customers, and not simply become victims of inertia — i.e., just doing more of what has always worked in the past. Most CMOs are too slow to adopt things that would position them and their brands as more innovative, authentic and m…

Why it’s more vital than ever to get display measurement right

A recent study from the Interactive Advertising Bureau and Winterberry Group revealed that almost 60 percent of US digital marketing and media practitioners said they expect to be engaged in cross-channel measurement in 2017, compared with just 35 percent in 2015.However, while interest in attributed measurement is growing, the same study revealed that the focus on programmatic buying for ads is slipping, with fewer marketers saying programmatic media buying will occupy their time.Amid concerns around ad placement transparency and the accuracy of measurement of display performance, it is now more vital than ever to understand the true value of your display marketing. Attributed reporting allows you to do just that, giving an honest and accurate understanding of ROI that enables better budget decisions and optimizations.Transparency in display marketingThe much-debated issue of transparency in display marketing falls into three broad areas:Transparency of ad placement. After the contro…

How video impacts mobile web performance and UX, part 1: data and download speed

Mobile video is great. When it works.Implemented correctly, video or audio *should not* impact the speed that pages load on a mobile device and when the play button is pressed, it needs to start quickly and work well.Video content is top of the agenda for many brands. It is proving a great way to engage customers and visitors, but when viewed on mobile devices, particularly those on cellular connection, video (and to a lesser extent audio) should come with a health warning.Users are increasingly impatient with slow-to-load and stalling video and will start to abandon a video after waiting just two seconds, research from UMass and Akamai shows.This column, the first of three parts, will take a close look at how and why video affects page performance. In the second part, we’ll look at the impact of video autoplay and audio on page performance, as well as what makes a poor viewer experience (VX).Finally, we’ll explore how to detect, avoid and remedy issues to prevent users tuning out.Vid…

3 Important Questions You Need To Answer If You Want To Be A Digital Nomad

I am a digital nomad.What that means is that I work via the internet and I don’t have a permanent place that I call my “home”.Digital implies that my work is connected in cyberspace and nomad implies that I’m always on the move.Basically, I am allowed the freedom to travel around the world as long as I can connect to the internet long enough to get my job done.NOTE: Before we move ahead, I want to mention that some digital nomads focus more on having a fulfilling internet career while others focus more on the “nomad” part- they have a passion for travel and work merely as a means to sustain that passion. While this is totally acceptable, I’m all about finding a job that you both love and will allow you to travel.Being a digital nomad is an amazing, fulfilling, and enriching experience… for me.But it’s not for everyone.Most digital nomads I know are wanderlusters (people who love to travel), but some just love the freedom of being able to go anywhere at any time and communicate with th…

Three ABM trends for 2017

Data-driven Account-Based Marketing (ABM) is creating a digital revolution and rewriting the rules of B2B marketing as we know them.In this report from Oracle, you’ll learn how programmatic media is dramatically improving the scale, automation and impact of ABM efforts. You’ll also discover how analytics are used to optimize ABM campaigns and how account-based data is making the dream of a unified customer experience a reality.Visit Digital Marketing Depot to download “ABM Trends eBook – Three must-read trends for 2017.”

via Marketing Land

Marketing Day: the best kept AdWords secret, Amazon Echo Show’s screen & more

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:How to choose martech tools that your team will love
May 11, 2017 by Alison Lohse
Marketing technology can be hugely beneficial to your organization, but only if these tools empower the people using them. Columnist Alison Lohse explains what to look for.The best-kept AdWords secret: AMP your landing pages
May 11, 2017 by Frederick Vallaeys
Even though AdWords doesn’t officially support AMP yet, advertisers can still use the technology to serve faster landing pages. Columnist Frederick Vallaeys explains how implementing AMP can lead to big gains in conversion rates.Snap bought a company in March and product updates hurt user growth, per new filing
May 11, 2017 by Tim Peterson
Snap paid $20.1 million for “a company that operates a cloud-hosted platform for building content online,” according to a regulatory filing released on Thursday.What will E…

How to choose martech tools that your team will love

Marketers have a love/hate relationship with martech. On the one hand, marketing technology allows us to automate, optimize and measure our programs like never before. We can do so much more with so much less. We can identify and reach our target audiences at incredible levels of precision; understand what they’re doing, where, when, how and why; influence their behavior by combining the powers of art and science; and prove the results and value of our efforts.But all of this magic comes at a price. With great power comes great responsibility. We are responsible for the integrity of our brands. Marketing technology makes the process of communicating with your audience more frequent and more impersonal, capabilities that must be used wisely. We are responsible for often vast budgets that can be spent, for better or worse, with the click of a button. And perhaps most stressfully for many marketers, martech makes us responsible for our own decisions.Because of marketing technology, we ca…

The best-kept AdWords secret: AMP your landing pages

The best experiences are those where we don’t have to wait for stuff: receiving a one-hour delivery from Instacart, skipping the lines at Disney World with a FastPass, getting a response from our digital assistants like Alexa in less than a second.Big, successful companies have figured out that “fast = more money,” and so they cater to consumers’ insatiable demand for instant gratification. By doing so, they build a strategic advantage and a stronger business.Luckily, there are areas of business where we don’t need to invest millions to deliver more speed. In fact, we can leverage free, open-source projects like Accelerated Mobile Pages (AMP) from Google to make mobile web pages faster — and, as I’ll explain in this post, that can easily turn into a significant improvement in the bottom line.And even though AdWords doesn’t seem to officially support AMP yet, advertisers can still use the technology to serve faster landing pages. That can lead to big gains in conversion rates and quali…