Skip to main content


Showing posts from June 21, 2017

Report: 14 marketing automation vendors profiled — updated for 2017

Regardless of your company’s size and marketing sophistication, marketing automation tools can provide the following benefits to the organization: increased marketing efficiency. enhanced ability to generate more and better qualified leads. a multichannel view of prospect behavior. better alignment of sales and marketing goals. B2B Marketing Automation Platforms: A Marketer’s Guide examines the market for marketing automation software platforms and the considerations involved in implementing this software into your business. This 44-page report includes profiles of 14 leading marketing automation vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing. If you are a B2B marketer looking to adopt a marketing automation software platform, this report will help you through the decision-making process. Visit Digital Marketing Depot to download “B2B Marketing Automation Platforms: A Marketer’s Guide.” via Marketing Land

Everyone says they offer AI. Here’s how to assess those claims.

Artificial intelligence (AI) is everywhere these days. Platforms of all sizes are claiming some kind of AI, making it hard for the rest of us to gauge their claims. Here’s an analogy: Let’s say you go to buy a car. The salesman at the dealership tells you that the car in question has four sturdy tires, windshield wipers, automatic detection of cars in the next lane when you have the turn signal on — and it flies over rivers . Chances are, you would sort these features into three buckets: tires and wipers are standard, detection in the next lane is new but increasingly popular, and you never heard of a car that flies over rivers. Shopping for martech is kinda like that right now. Now, let’s say you, a marketer, are considering a tool or platform that has AI-based claims. You’ll probably want to put those claims into similar buckets. But in the world of martech and AI, what are the buckets — or the rules of thumb — you can use for assessing what’s real, what’s useful and what’s ris

Amazon’s new Prime Wardrobe program is another swing at traditional retailers

Jeramey Lende / Amazon is taking another swing at traditional retailers with the announcement of Prime Wardrobe, a program that lets Prime members try on clothing items and shoes shipped to their home before they are charged for their order. As part of Amazon’s Prime membership, Amazon shoppers will be able to order clothing, shoes and accessories, and then take up to seven days to decide if they want to keep them. Any unwanted items can then be returned to Amazon via the reshippable box and prepaid mailing label without incurring a charge. “Prime Wardrobe is a new service that brings the fitting room to you, so you can try the latest styles and find your perfect fit before you buy,” says Amazon in the announcement it released yesterday. According to Amazon, the program is still in beta and has not officially launched. Anyone interested in the program was given an option to receive an email once the program becomes available. To take advantage of Prime Wardrob

Stackla adds a Co-Pilot to recommend which user content should be published

The good news about user-generated content (UGC) is that there’s so much to choose from. And therein lies the rub. This week, UGC platform Stackla has expanded its machine learning into a product to help deal with this flood of riches. CMO and co-founder Peter Cassidy told me the new Co-Pilot is the first UGC tool that predictively recommends whether specific content should be published or not, and which audience segments would best respond. Previously, he said, the Stackla platform offered Content Intelligence, with visual recognition of images, plus sentiment and language analysis for accompanying metadata, captions and comments. There was also Performance Insights, where user engagement — such as clicks, shares or steps toward a sale — were tracked. Plus, the platform tracked which audience segments responded best to that kind of content. But now, he said, Co-Pilot adds the ability to watch the curating by the brand’s human’s reviewers, so it can learn what content types the

D’oh! Three common content promotion mistakes

Think about the last great piece of content you saw. Did you find it directly at the source, or did you find it after bouncing around among a few links? It’s likely the latter, and you found it because whoever produced it knew you would find it there. Great content doesn’t get in front of the right audience by chance; it’s the direct result of a well-planned promotions cycle. And although developing a successful content promotion strategy may sound easy, it actually requires more work than you think — whether you’re a first-timer or not. Before diving into your next outreach cycle, let’s take a look at three common mistakes and a few ways to avoid them. 1. Assuming outreach is a numbers game Gone are the days of sending hundreds of emails to generate coverage — in large part because some publishers report receiving more than 100 pitches a day! It’s easy for a pitch to fall to the bottom of someone’s inbox, which is why the best outreach strategies are incredibly selective. So wha

With brand safety in mind, YouTube steps up efforts to ‘fight online terror’

The challenges YouTube has long faced in policing hateful, extremist and inflammatory content came into full view this spring when advertisements from major brands were found running alongside extremist propoganda videos . Advertisers on both sides of the Atlantic pulled or threatened to pull their ads from the platform. Google has announced several steps to address advertiser concerns. On Sunday, Kent Walker, Google’s general counsel, outlined four steps  Google is taking to address extremist-related content on YouTube. The blog post also appeared as an op-ed in Financial Times . “There should be no place for terrorist content on our services,” wrote Walker, while acknowledging Google, and the industry as a whole, needs to accelerate efforts to address it. “While we and others have worked for years to identify and remove content that violates our policies, the uncomfortable truth is that we, as an industry, must acknowledge that more needs to be done. Now.” YouTube will be applyi

Google’s job listings search is now open to all job search sites & developers

It’s now official: Job listings are coming to Google’s search results in a much more prominent way. And the company is now offering a formal path for outsiders to add job listings to the new feature in Google search. Google announced this week that they are now opening up job listings within Google search to all developers and site owners. The new jobs display within Google search doesn’t have a formal name. However, it’s part of the overall Google for Jobs initiative that Google previewed last month at the Google I/O conference. At that time, Google did not say how to get your job listings into this feature. Well, now Google has published a guide to job posting structured data that gives clear advice on what developers need to do to get their job listings into this new Google for Jobs search feature. [Read the full article on Search Engine Land.] via Marketing Land

Tobii Pro now invisibly tracks users’ eyes in VR

A combined image, showing attention spots where a VR wearer might be looking in a virtual grocery store. Virtual reality is just beginning to develop the kinds of analytical tools that help marketers determine what works. This week, eye-tracking research firm Tobii added another tool — one that invisibly tracks users’ visual attention in virtual reality . It has integrated its infrared tech into HTC Vive VR headsets so they are invisible to a user, while its accompanying software development kit (SDK) exports eye-tracking data for analysis. As CEO Tom Englund noted, this kind of research can determine not only where gamers are looking when they’re shooting aliens, but where shoppers are looking when they walk down a virtual grocery aisle. (See image at top.) He said that, to his knowledge, this is the first “seamless” eye-tracking solution integrated with VR. Previous Tobii implementations, he said, were “clunky and obstructed your view.” The HTC/Tobii headsets can track anyone’s

Markerly offers white-labeled influencer network

When brands or agencies conduct influencer campaigns, they often utilize the platforms and networks of a provider specializing in getting this kind of word out. As an alternative, Austin-based influencer provider Markerly is releasing this week a white-labeled, cloud-based version of its platform, which it describes as “influencer network as a service.” COO and co-founder Justin Kline told me that, to his knowledge, this is the first white-label influencer network for brands and agencies. Through this “build-your-own-network” feature, a brand or agency can customize the screens with its logo and look and feel, receive its own URL and maintain control and ownership of its own data. [Read the full article on MarTech Today.] via Marketing Land

How to achieve off the charts off-page SEO that will boost traffic

When you think about improving your SEO, what’s the first thing that comes to mind? Maybe you think of rewriting your web copy to rank better for certain keywords, churning out new posts for your blog , or making sure your website is structured in a logical way. All of these are important aspects of ranking well in search engines, but they aren’t the only ways you can optimize your web presence. If you want to rank better and get more traffic, you need to improve your off-page SEO, too. This guide will help you get started. So, what exactly is off-page SEO? In the simplest terms, off-page SEO encompasses all the aspects of SEO that occur outside your website (yes, it’s true). You can think of it as your reputation. Off-page SEO includes the things you do as well as the things other people say about you. Your social media activity, your customer service practices, and the online reviews customers leave for you on other sites are all examples of off-page SEO. Below is an example of

Marketing Day: Instagram Stories, SEO for brand protection & PPC strategies

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: Questions are the center of great websites Jun 20, 2017 by Brian Massey When you’re optimizing a campaign or website, it’s easy to become fixated on having all the answers. But columnist Brian Massey explains how generating questions can lead you to success. Instagram Stories daily audience hits 250M, adds live Story replays Jun 20, 2017 by Tim Peterson To boost viewership more, Instagram adds option to share live Story replays for up to 24 hours. SEO: The missing piece in brand protection Jun 19, 2017 by Bobby Lyons Columnist Bobby Lyons outlines the ways in which search engine optimization (SEO) is critical in building and defending your brand’s reputation online. PPC strategy: Planning beyond the click Jun 19, 2017 by Amanda Evans Your paid search campaign may be getting a lot of clicks, but are you really making the most of

What advanced SEOs need to know about algorithm updates

Times have changed. Gone are the days of yearly algorithm updates that would upend the search results and leave us scrambling. These days, it’s common to see ranking and traffic changes on a daily or weekly basis — and when it comes to algorithms, Google rarely even confirms updates. In fact, according to Olga Andrienko , Head of Global Marketing at SEMrush, of the 28 updates SEMrush tracked this year, only two have been confirmed by Google. What does this mean for SEOs? Without guidance or transparency from Google, how should we react to ranking changes or possible penalties, and what should we be aware of? Search experts at SMX Advanced last week tackled these questions in a session titled, “Dealing With Algorithm Updates: What Advanced SEOs Need To Know.” Andrienko and fellow panelists  Marie Haynes  (Owner, HIS Web Marketing) and Jeff Preston  (Senior Manager, SEO, Disney Interactive) provided some tips and checklists to help SEOs better identify penalties, assess traffic drops

7 changes by Facebook that make it a real local search player

The race to steal market share from Google in local search has been futile. Google dominates search with over 63 percent market share , and in mobile, where the growth is, Google almost holds a monopoly at 95 percent. The dark horse in the race is Facebook — the one who can match Google’s Goliath size, audience and resources. Yet it has never seriously challenged Google in search, and both companies have seemed somewhat satisfied to retreat to their respective corners of strength — Facebook deferring in the area of search, and Google shelving its Google+ social network. With its huge base of users and volume of personal data on them, Facebook has great potential for helping users in their search for local products/services and helping businesses get found. All the components are there: millions of business pages, location data, behavior data, demographic information, social networks and engagement. Yet despite the potential, Facebook hadn’t in recent years been able to effectively

Five indicators of whether you’re doing everything you should with your business’s data

Your boss or colleague has gone on another one of those industry conference trips. You know the scenario: she heads off on a plane and comes back throwing around buzzwords she read in industry literature or heard in cutting-edge sessions. Now she wants to know the company’s strategy on content optimization or Big Data. Sometimes, it feels as if the boss brought a monkey back with her, and the little rascal just won’t get off your back. As the new pet project, he consumes your resources and chews up the limited time you have to perform your job well. Senior managers are great at facing these monkeys. When subordinates bring in monkeys they want to stick to their boss’ backs, managers know to direct the conversation so that, ultimately, subordinates take their monkeys back out with them. And, you can, too. At some point, these conversations are going to happen in your company, if they haven’t already. So, it’s time to prepare — prepare to unbury yourself from a pile of buzzwords by