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Showing posts from June 22, 2017

CMOs at the wheel: How are they Driving the Modern Marketing Organization?

When we started our column, “Driving the Modern Marketing Organization,” our goal was simple: to showcase how leading chief marketing officers were approaching the critical tasks of team organization and talent development, all while facing digital disruption and demands for rapid business growth.It was clear that to drive growth amid this disruption, top marketers must rethink how they build their marketing organizations to inspire their teams and deliver great customer experiences.What we foundNot only are CMOs reorganizing, but they are redefining talent to fill critical gaps left by customers moving faster than marketers. Top marketers are also inspiring team cultures of innovation, risk-taking, influence and inclusion to mirror the customer landscape.What used to be a search for the best talent with the right hard skills has become a careful orchestration of a team dynamic that is only successful with the right blend of soft and hard skills. CMOs are looking for the “best athlete…

It’s time for SMBs to go all in on social and mobile video

Why is video still a thorn in the side of small businesses?Even before the explosion of brand engagement via relatively recent channels such as Facebook Video, Periscope, and Snapchat’s self-serve video advertising platform, SMB (small and medium-sized business) marketers have traditionally struggled with committing to a long-term video strategy.After all, video content represents unexplored territory for many marketers who considered blogging or social media to be their bread and butter. Video was always primarily for larger brands with more robust budgets for production shoots and Hollywood-caliber editing talent.Consider the most recent monthly YouTube channel leaderboard from Socialbakers:The top five is dominated by mainstream entertainment brands, which makes sense, but who invited this “Ryan ToysReview” to the party?Data from Social Blade reveals that as recently as two years ago, Ryan ToysReview’s YouTube presence didn’t exist. In fact, if we go back six years, Ryan himself di…

LivePerson offers first out-of-box integration with IBM’s Watson Virtual Agent

The first wave of bots is now entering a more sophisticated phase. One sign: the recent announcement that business messaging platform LivePerson has now released a version with an IBM Watson-powered bot built in.LivePerson Head of Research Rurik Bradbury told me that this is the first enterprise-level, out-of-the-box integration of bots, AI and human agents.Previously, he said, LiveEngage provided a messaging platform for brands’ customer service, sales and marketing that could be used by consumers on Facebook Messenger, a website, in-app messaging or SMS. Apple’s iMessage will also soon be available through LivePerson.[Read the full article on MarTech Today.]

via Marketing Land

How to scale your business internationally on search engines

Most online sites at some stage will want to expand, and one of the most common ways to do that is by offering products to an international market.However, it’s not an easy or simple task by any means. This post will help you understand the risks, research and steps involved in expanding your business into an international market.Considerations and researchIs it the right time to go international? Is there a need to go international? This very much depends on your focus for the future and the current needs of the business.If you are increasingly having visitors to your site from international locations, now be may the time to start implementing an international SEO strategy.There are, of course, a few things that you need to take into consideration – such as:Are you able to implement ALL technical fixes?Do you have the resources to carry out the work and manage each variation in the future?If targeting a different language, do you have somebody to translate?Is the business ready to ca…

Marketing Day: Snapchat’s Snap Map, Amazon’s Prime Wardrobe & 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:What link builders really want you to know
Jun 21, 2017 by Julie Joyce
Wondering why link building seems to be so much work? Columnist Julie Joyce gives us a glimpse into issues link builders face with clients and webmasters.Snapchat’s Snap Map plots Stories by location but not ads (yet)
Jun 21, 2017 by Tim Peterson
Snapchat users can browse Stories by location, which could eventually put the app more prominently on the map with location-minded marketers.Advanced testing: What 4,000 A/B tests can teach you
Jun 21, 2017 by Jason Puckett
Contributor Jason Puckett summarizes a presentation from SMX Advanced 2017 on lessons learned from 11 years of conversion optimization. In it, speaker Ayat Shukairy explains what’s critical for the success of any A/B testing program.The new marketing mandate: Learn fast
Jun 21, 2017 by Justin Dunham
Marketing tec…

What link builders really want you to know

Our job is rough. I have done many things in SEO, and none have even come close to being as mind-numbing and frustrating as link building. It’s been even rougher than usual lately, and that notion is one shared by many of my link-building peers. After doing this for so many years, I can tell you that the summer months can be really, really difficult. Everyone’s on holiday, response rate goes way down, and then if you actually do negotiate a link, you can wait weeks for it to go live (because, again, everyone’s on holiday)!Unless you’re a magician (or a charlatan), you cannot look at a site and make a concrete determination about how many links are required to obtain the desired rankings and traffic numbers. You can’t look at a target site and accurately gauge how getting a link on it will impact your site. You can look at two comparable sites, one performing well (Site A) and one not so well (Site B), and see that Site A has roughly 5,000 links while Site B has 300. From there, you ca…

Snapchat’s Snap Map plots Stories by location but not ads (yet)

Snapchat is giving people a better look at what’s going on in the world but is not including a place for advertisers (at least not yet).On Wednesday, Snapchat rolled out Snap Map, which plots people’s publicly posted Stories by location on a map so that others can see what photos and videos people are sharing from a specific location.People can pinch on the app’s main screen to pull up a normal-looking map that places heat maps around places where a lot of people are posting Stories, as well as around location-based events, like concerts and sporting events. And people can choose to have their own location appear on the map — either to everyone who follows them or only to certain friends — so that friends can see where they are and send them a message through Snapchat to meet up; if that sounds creepy or you’re not tight enough with anyone to constantly ping your location like a tagged endangered animal, you can go into Ghost Mode so that your location won’t be shared with anyone.Whil…

Advanced testing: What 4,000 A/B tests can teach you

SMX Advanced has always featured the industry’s top talent discussing what they’re passionate about: search marketing. Last week’s conference in Seattle was no different.Ayat Shukairy, co-founder and vice president of client solutions at Invesp, shared nine lessons from 11 years of A/B testing experience. The goal of the presentation was to present the many nuances which go into a successful A/B testing plan. After 4,000 successful conversion rate optimization (CRO) implementations, Shukairy has developed quite a knowledge base.Ayat Shukairy Below I have listed Shukairy’s nine key takeaways, along with some additional insights and commentary:1. We often focus on the wrong thingShukairy advised us to stop focusing on the short term. We need to keep our long-term testing plans in mind when executing our strategies.Additionally, Shukairy reminded the audience to be skeptical of giant lifts in performance; if you see a huge lift in conversion rates (CVR), then check to make sure that (a) y…

The new marketing mandate: Learn fast

Marketing has changed. It used to be that we wrote ads, built brands, ran events and published content.But digital marketing is so much more. Everyone on your team needs to be a data analyst. Your blog manager needs to understand Google Analytics. Your product marketers need to understand who’s in your database. If you’re a CMO, you have to understand your entire martech stack, what it can do for you and what it can’t. We all have to learn new ways of doing our own jobs — and of working together — in order to be successful.In this new environment, the most effective digital marketing teams will be those that learn the fastest. And marketing technologists are uniquely placed to help. We understand both the human and the technology side of marketing — and as a result, we can be facilitators, advisers and guides for our fellow marketers.The result? Better, more effective, and more responsive marketing.Here’s how.New technology in the organizationI want to talk about heart surgery for a s…