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Showing posts from June 1, 2017
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The Path to CMO with SAP Ariba’s Alicia Tillman [Podcast]

What can a teenager possibly learn from selling tickets to a public beach? A lot, says this week’s special podcast guest, Alicia Tillman. That’s where she had her first job as a 15-year-old, and it provided lessons that have helped Tillman grow to become the CMO of SAP Ariba, the B2B software and information technology giant.Tillman — whom we first profiled in early 2016 — is the subject of our latest “Path to CMO” interview, which features some of the top marketers from the world’s biggest brands. We learn about the steps they took to reach the C-suite, the important mentors who’ve helped shaped their careers and the lessons they’ve learned along the way.This week’s show runs 35 minutes. You can listen here or use the link below to subscribe via your favorite podcast service.We invite you to subscribe via iTunes or Google Play Podcasts. Previous ‘Path to CMO’ EpisodesThe Path to CMO with Taco Bell’s Marisa Thalberg [Podcast][Podcast] Marketing Land Live #41: The Path to CMO with NPR’s…

Meet Aetna CMO David Edelman at MarTech in Boston

I am thrilled that one of the pioneers of marketing-led digital transformation will be keynoting at MarTech! Former McKinsey consultant and current Aetna CMO David Edelman will talk about his experiences helping dozens of leading brands rethink marketing in a digital world. He’ll also discuss leading Aetna’s digital transformation and customer experience pivot.Don’t miss your opportunity to meet David and connect the marketing, technology and management dots needed to drive successful change in your organization. Join us October 2-4, 2017 in Boston.Why should I register today?Save $400 off an All Access Pass by registering early. You’ll get the full MarTech experience: access to conference sessions, networking events, marketing technology vendors, mobile app, hot meals, WiFi and more!P.S. Keep your eye on the agenda page for the complete program. We’re putting the final touches on it over the next few weeks!

via Marketing Land

5 key e-commerce & retail trends from Mary Meeker’s Internet Trends report

Kleiner Perkins venture partner Mary Meeker released her annual Internet Trends report on Wednesday. In total, the report comprises 355 PowerPoint slides and covers online trends in sectors ranging from media and healthcare to China and India. Here we look at key trends in retail and e-commerce:1. A withering brick-and-mortar landscape as Amazon/e-commerce grows. Amazon in particular is proving to be a formidable foe, inflicting deep wounds on brick-and-mortar retail chains. “Store closings may break a 20-year record” according to a 2017 estimate by Credit Suisse (slide 72). That report estimates that more than 8,600 brick-and-mortar stores may close in 2017. “Barely a quarter into 2017, year-to-date retail store closings have already surpassed those of 2008,” according to Credit Suisse. Macy’s, J.C. Penney, Bebe, Staples and nearly a dozen other retailers have announced store closings.Online sales grew again in 2016, rising 15 percent year over year (slide 76). Parcel deliveries in t…

Salesforce unveils a new Partner Relationship Management application in its Sales Cloud

Salesforce is launching this week a new application on its Sales Cloud for Partner Relationship Management (PRM).Previously, users could build a partner portal on Sales Cloud for, say, dealerships or brokers, but it required some coding. Now, the company says, a complete portal can be created for desktop and mobile web without bothering the folks in the IT department.The focus in this first release is on companies in high tech, manufacturing and telecom, industries where Salesforce says two-thirds of revenue comes through partners. Here’s a screen a partner might see, for a mythical company called Pacifica:[Read the full article on MarTech Today.]

via Marketing Land

TurnTo Networks enters review syndication with ‘first open network’

TurnTo Networks, which provides customer content solutions, is announcing this week what it says is the “first truly open network for syndication for product reviews and ratings.”Customers frequently leave product reviews on brand sites, such as an assessment of a Casio camera by a recent buyer. Brands, such as Casio, want those reviews disseminated to retailers’ sites, such as Best Buy’s, where the Casio reviews are labeled to distinguish them from ones left by visitors to Best Buy.Here, for example, is a review on Bose’s site, and then the same review syndicated — and labeled — on a retailer’s site:[Read the full article on MarTech Today.]

via Marketing Land

Why email marketing has lasted five times longer than your first marriage

Like a marriage, email marketing is based on a relationship between two interested parties: a brand and a consumer. But while the average first marriage only lasts about eight years, email marketing has been around for nearly 40 years.So, how has email marketing beaten the odds, even when critics said that email was an all-but-dead channel? And more importantly, what lies ahead for brands that are determined to make this relationship last?The evolution of email marketingThe first marketing email landed in inboxes in May 1978. It was spam.Gary Thuerk, a marketer for Digital Equipment Corporation, drafted the first unsolicited, bulk marketing email on May 1, 1978. Distributed via Arpanet, it provoked the same negative reaction as the millions of other spam emails that would follow.But the important thing was that it happened. And it kicked off a four-decade-and-counting race to use email as a channel for nurturing relationships between brands and consumers.Without a doubt, part of email…

Takeaways for marketers from a conversation with Coke’s chief technologist

OlegDoroshin / Shutterstock.com My team and I recently had the opportunity to meet with one of today’s foremost technology leaders, Alan Boehme, at the Collision conference. Boehme serves as Chief Technology Officer, Chief Innovation Officer and Chief architect for The Coca-Cola Company. In our conversation, he spoke about how the 125-year-old company is driving innovation.One of the highlights of our discussion was learning how three years ago, Coca-Cola launchedThe Bridge, a program that serves as a bridge between the entrepreneurial community and major global markets.Each year, The Bridge selects 10 startups to participate in their six-month program. Startups benefit from incredible marketing expertise that Coca-Cola brings to the table, and Coke benefits by gaining first-mover advantage to emerging technologies in the areas of Consumer Engagement, Supply Chain, Marketing Innovation, Health & Wellness and Consumer Retail.Boehme shared some thoughts that resonated with me and are…

Voice search: A digital space race

Voice search has been identified by the world’s leading technology providers as a huge opportunity to acquire market share over the next decade.It has become a hot topic in the industry, with every new hardware and software release being met with significant press coverage, and countless op-eds and articles analyzing the voice search ‘explosion’ taking place.It’s clear why the topic has garnered so much interest; not only do voice assistants seem to tally with what many of us grew up thinking the ‘future’ would look like (essentially anepisode of the Jetsons), but they also herald the first real shake-up for the search industry since thelaunch of the first SERP way back in 1996.Google currently holds a dominant position in the western search market, but even it needs to continue growing. Voice search, and the increased number of queries this would deliver if widely adopted, could provide that growth.For the competition, who hold a combined 20% of the global search market share toGoogl…

Instagram ads can now link to brands’ Messenger accounts, bots

Facebook continues to find ways for its three major brands — Facebook, Instagram and Messenger — to complement one another. In the latest example, brands can now buy ads from Facebook to run on Facebook’s photo-and-video sharing app that link to a marketer’s account in Facebook’s messaging app.The extension of Messenger-linked ads to Instagram follows their rollout to Facebook’s news feed last year and further rounds out the relationship among its properties. The move also builds on Instagram’s and Messenger’s pushes to each become more of a commercial conduit for businesses following last year’s introduction of Page-like business profiles on Instagram and commerce-enabled chatbots on Messenger.As with Facebook, Instagram is for brands to attract an audience and establish a relationship with the people in that audience, and Messenger is trying to become the place where marketers can convert those audience members into customers and manage their relationships with those customers.For e…

Report: Apple’s Siri-powered virtual assistant could be announced next week

Apple might announce its long-rumored Siri-powered smart speaker during the company’s annual developer conference next week, according to a Bloomberg report. If true, the Apple speaker will compete with similar devices from Amazon, Google, Microsoft, Andy Rubin’s company Essential and others.According to the report:The iPhone-maker has started manufacturing a long-in-the-works Siri-controlled smart speaker, according to people familiar with the matter. Apple could debut the speaker as soon as its annual developer conference in June, but the device will not be ready to ship until later in the year, the people said.The device will differ from Amazon.com Inc.’s Echo and Alphabet Inc.’s Google Home speakers by offering virtual surround sound technology and deep integration with Apple’s product lineup, said the people, who requested anonymity to discuss products that aren’t yet public.The move is largely defensive, given the head start Amazon (especially) and Google have with their devices…

How to build an in-house link building team

Everyone knows that link building is the hardest part of SEO, from building a strategy to aligning the resources you’ll need to successfully execute that strategy. And yet, when BuzzSumo and Moz teamed up to examine the link building practices associated with 1 million articles, they found that most had neither any links pointing to them nor any shares. In fact, 75% of the articles randomly selected as part of the study had no external links.Getting traffic and attention through the ‘usual’ means of social media is simply not enough. You need a solid link-earning strategy in order to win. And when you need a big group of links earned regularly, the challenges are significantly higher.In this whitepaper, North Star Inbound pulls back the curtain and offers a glimpse into the different roles that are essential to a successful link building process, how to position and scale them, as well as the traits to look for in new hires. Read on to learn more about how to structure your team, star…

Marketing Day: YouTube SEO, how to track conversions & an ad-blocking report

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:YouTube SEO: How to find the best traffic-generating keywords
May 31, 2017 by Sherry Bonelli
Want to increase the chances of your videos showing up in YouTube’s search results? Columnist Sherry Bonelli explains how to glean keyword insights from your competitors.7 great reasons to attend SMX Advanced in 2 weeks
May 31, 2017 by Marketing Land
Search Engine Land’s SMX Advanced is just 2 weeks away. Don’t miss your only opportunity this year to attend the conference designed for experienced SEOs and SEMs! Fewer than 150 tickets are remaining. Register now! Here are 7 reasons you should attend: Start with a deep dive. Attend a pre-conference workshop.How to track conversions like a pro
May 31, 2017 by Ryan Shelley
Driving more traffic is only good if you’re driving the right traffic. Columnist Ryan Shelley outlines three simple conversion goals you…

YouTube SEO: How to find the best traffic-generating keywords

Video marketing is becoming a digital marketing necessity. (It’s not a “nice-to-have” marketing strategy anymore.) People love to watch videos, and videos can help you sell more products or services. In fact, a study done by Cisco last year predicted that by 2020, video will account for over 80 percent of all consumer internet traffic.As video consumption increases, consequently so does video’s influence on consumer purchases. According to recent research by Brightcove:Almost half (46 percent) of viewers say they’ve actually made a purchase as a result of watching a branded video on social media, and a third (32 percent) say they’ve considered making a purchase as a result of watching a video.81 percent of consumers say they currently interact with brands on social media, and 43 percent say they’ve done so through watching branded social videos.When asked for their favorite type of branded content on social networks, video was the most popular answer, with 31 percent of respondents li…

7 great reasons to attend SMX Advanced in 2 weeks

Search Engine Land’s SMX Advanced is just 2 weeks away. Don’t miss your only opportunity this year to attend the conference designed for experienced SEOs and SEMs!Fewer than 150 tickets are remaining. Register now!Here are 7 reasons you should attend:Start with a deep dive.Attend a pre-conference workshop. Choose from full-day, rock-star seminars on Google AdWords, advanced SEO, social media advertising, Google Analytics, mobile optimization or content marketing. See the lineup and descriptions.Enjoy breathtaking sights. Elliott Bay and the Seattle waterfront are awesome! And the Bell Harbor International Conference Center has undergone a $30 million facelift. Take in the spectacular sights from this world-class facility.Stay connected and fully fueled. Free wifi, the best conference food you’ll ever have and all-day snacks are all part of the SMX experience.Explore the possibilities. Get demos from over 30 leading solutions providers that will help target your audience, convert visit…

How to track conversions like a pro

How do you know if what you are doing is actually working? Sure, traffic may be going up, but what about after that? Are your new visitors taking actions that lead to real business results?The goal of SEO is not to just drive more traffic — it’s to drive better traffic. And the only way to know if we have hit our goal is to measure how our users are interacting with our site after they’ve arrived.Conversions are usually associated with e-commerce and business transactions. But in truth, there are a number of different types of conversions. Today’s websites have multiple conversion points, from subscribe widgets and phone numbers to pop-ups and chatbots. But the conversion elements are only powerful if you have the right audience interacting with them.Tracking conversions will give you a better understanding of your website’s traffic. By learning what your users are doing after they land on your site, you will be able to know whether you are driving the right type of traffic. The great…

3 ways to ensure your marketing technology stacks up

The Marketing Technology Landscape has now reached nearly 5,000 vendors, with options to suit a wide range of marketer needs. Depending on your point of view, the number of new vendors and tools available — which grew by 40 percent within just one year — is either incredibly exciting or very daunting.According to Foundation Capital, technology spend by CMOs will increase 10x in the next 10 years, from $12 billion to $120 billion. For the CMO and digital marketers tasked with developing a marketing stack, this can be anxiety-provoking; the landscape is overcrowded and fragmented. Benefits of various vendors may appear to flirt across categorical needs, providing all-encompassing but spotty support.And with so many options available, it’s easy for marketers to get confused.Rather than spending hours walking through product demos, many marketers are either choosing to stick with the same tried-and-true marketing stack or brazenly adopting the “latest and greatest” technologies, regardles…