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Showing posts from June 20, 2017

Questions are the center of great websites

Questions get a bad rap. Everyone is so obsessed with answers. We fawn over people who are smart, who have all the answers.You know who has all the answers? Robots have all the answers. Like Skynet. In the “Terminator” movies, the robots’ answer was to get rid of humans.Answers have had their day.We seem satisfied with almost any answer, often because we’re so relieved that someone was brave enough to offer one. This is what we have called leadership up to now. Making a decision is more important than making a good decision. Experts don’t need to research questions. They’re experts.We are so obsessed with answers that we forget to examine the questions we ask.“Can I have a fish?” vs. “Can you teach me to fish?”The only questions we prize seem to have no answer, like, “WTH?”When data was cheap, it was OK for our executives to simply deliver an answer, even though this degraded it to opinion. If you’re paid enough money, your opinion qualifies as an answer. Data has gotten cheap. It’s e…

Instagram Stories daily audience hits 250M, adds live Story replays

Every day, more than 250 million people view Instagram Stories, the Facebook-owned photo-and-video sharing app announced on Tuesday. That’s a 25 percent increase since April, when Instagram’s 10-month-old clone of Snapchat’s Stories featurehit the 200-million-user mark. It also means that Stories’ daily audience growth has picked up its pace as Snapchat’s own daily audience growth struggles to surpass single-digit percentages.Since Instagram announced in October that 100 million people viewed Stories daily, it has added 50 million new daily viewers every three months. Now the trend has ramped up. In two months, Stories has gained 50 million new viewers, likely thanks to the network effect that comes with having an overall daily audience of more than 400 million people and slotting the Stories feed atop the app’s main screen.By comparison, Snapchat’s daily audience growth slowed to the single digits since Instagram copied one of its main features in August 2016. In April, Instagram’s S…

Meeker’s Report on the state of advertising and trends to watch out for

Mary Meeker’s Internet Trends Report 2017, one of the most-anticipated annual events in the world of digital, was released a few weeks ago. The 355-slide report covers the major shifts we are currently seeing in the internet and the digital economy, and is considered something of a barometer for the state of digital across the globe, as well as a forecast for what is likely to come.Some notable sections have focused on the rise of interactive gaming in all its forms and what that means for digital, the evolution of customer support in social media, and the state of the internet in China and India.Meeker also focused a 69-page section on developments in online advertising and commerce, examining the pervading trends and what they mean for the industry. Here are some key highlights.The rise of mobile advertisingThe growth of online advertising is increasingly made up of growth in mobile advertising. An increase of 22% year-on-year indicates that the future of advertising is mobile.This …

SEO: The missing piece in brand protection

Let’s face it — if you have worked in the industry for a while, you are aware that a stigma has existed around SEO for years. In addition to putting your site at risk for a manual penalty, questionable SEO practices can tarnish a brand’s reputation. Those of us who have properly applied SEO principles and committed to protecting our brands have gotten a bad rap due to others that have misapplied SEO for their clients or companies.Running an enterprise SEO program for an established brand requires that one acknowledge the stigma and place a focus on changing perception. Changing perception requires action, not words. Simply educating the company on the value of SEO, or how SEO can be applied responsibly, is not enough. Strategy alignment, allocation of assigned resources, and a full demonstration of defending and enhancing the brand is critical.Positioning SEO as brand protectionIconic brands stand the test of time by placing brand ahead of everything else — so when working with an est…

PPC strategy: Planning beyond the click

Google AdWords, Bing Ads and other paid media platforms are attractive channels to reach a targeted audience, foster brand awareness and increase revenue. Far too often, however, we find that regardless of how successful a campaign is at the top of the funnel, what happens beyond the click is paramount to the success of any pay-per-click (PPC) campaign.When working with an industry professional, the first question that is almost always asked is, “What are your goals?” However, it goes far beyond that. When defining the call to action (CTA) for the campaign, it is important to understand where that action leads, the touch points for the client once they follow through on the CTA, how that user will be nurtured through the funnel, and the lifetime value of that lead.Not only is this important in creating a successful campaign, this is equally as important in determining your return on ad spend.Campaign success is not always defined by top-level metricsClick-through rates may be optimal,…

How to set up a successful revenue-generating demand gen system

Marketers are expected to focus on the bottom line, and measurement is key to accomplishing that.A lot of startups get sloppy and charge head-first into execution without focusing on the foundations of marketing and analytics. Execution is important, but it must be built on the foundation of a solid strategy. The most efficient way to execute marketing campaigns is by setting up your goals and tracking elements first.I remember working tirelessly (I’m talking no-sleep-till-Brooklyn style) at a startup that was executing all kinds of campaigns. From events to emails to social advertising, nothing seemed like it was generating leads. At least, not qualified leads that sales actually wanted to follow up with.The problem was that my focus was in the wrong place. I was running like a hamster in a ball, working really hard to increase the pipeline volume for the organization. Then I realized that it wasn’t more hours, labor, or even leads that I needed. What I needed was a perspective shift…

Marketing Day: Interbrand CMO interview, Salesforce’s State of Marketing report & 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:Customer engagement in the age of mobile, social and messaging
Jun 19, 2017 by Rob Begg
As the lines between mobile, social and messaging become more and more blurred, contributor Rob Begg takes a look at how marketers will need to adapt to reach consumers.For Interbrand’s CMO, the path to the top began in a Madison, Wisconsin farmers market
Jun 19, 2017 by Amy Gesenhues
Interbrand’s Andrea Sullivan on her rise to CMO and the people who inspired her along the way.Salesforce’s ‘State of Marketing’ Report: Customer experience takes center stage
Jun 19, 2017 by Barry Levine
This 4th annual survey also shows AI as a leading tech because it can improve efficiency, data value and personalization.Pega, Merkle launch Unified Data Management Platform
Jun 19, 2017 by Barry Levine
The new offering lets Pega’s Decision Hub choose in real time the ads deliv…

Customer engagement in the age of mobile, social and messaging

From a marketer’s point of view, customer engagement is an art form you’re constantly trying to master. There’s no single formula, no correct answer, no perfect approach, and the rules of the game are frequently changing. It’s hard to figure it out, and as an industry, we’ve been at it a long time.As the customer journey extends across mobile, social and messaging, marketing has had to adapt. Today’s marketers are focused on customer engagement across all of these channels, reaching customers where they are and in the moments that matter to them.The goal is to create a seamless experience for the customer throughout their physical and virtual lives. But, as mobile, social and messaging become more and more integrated, the distinctions between them get blurrier, and it becomes trickier than ever to reach a single consumer in the moment with the right piece of content.If I had to make a guess, I’d say we’ll soon see a hybrid of social and messaging conversations of a public and private …