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Showing posts from July 5, 2017
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People-based marketing requires good people

People-based marketing is grounded in the ability to really know the person to whom you are marketing. It’s not a new concept. From its earliest days with the postal service through its evolution into telemarketing, email, SMS and push, it has evolved.Now, marketers have the ability to directly match first-party customer and prospect data anonymously with the first-party data of publisher networks. This has brought true people-based marketing within our reach in the digital world. As a result, brands are shifting budget from low-fidelity cookie-based marketing to known audiences. A tremendous opportunity is in front of us.The issue is that in the real world where the work gets done, you need people to deliver on this promise. Good people.I have run large services businesses, and the key differentiator among them has always been the quality of the people doing the work. Technology is important, but you need people to operate the technology and make informed decisions. I think we all kn…

Google goes after mobile native advertising with new AdSense formats

Google is plugging the hole that has remained a key weakness in mobile advertising: native ads. On Wednesday, the company announced the launch of native ads for all AdSense publishers.AdSense native ad formats include in-feed, in-article and matched content. All can be customized to match the look and feel of the publisher’s mobile sites. Publishers can use any or all of these ad categories on their sites.Matched content is Google’s content recommendation product that launched in 2015 for AdSense publishers to promote their own content. Eligible publishers can now show relevant ads in their Matched content units, which appear at the bottom of articles.On the advertisers’ end, these units are populated with the responsive ads Google has been pushing heavily.Facebook’s mobile native ads are now responsible for powering roughly 80 percent of the social network’s ad revenue. Google’s rollout of native ads is also a shot at native ads platform Sharethrough, which has enabled native ads for…

New evidence highlights the conversion lift of mobile optimization

No one doubts that the future of marketing is mobile. We reached a significant tipping point late last year, when mobile internet usage exceeded desktop for the first time, and usage worldwide continues to soar. Today we’re spending about 70 percent of our media time and 79 percent of our social media time on mobile.At the same time, though, mobile conversion rates lag far behind desktops. Over the course of the most recent complete calendar year, smartphones drove just 20 percent of conversions.Source: WebpageFX Clearly, optimizing for the mobile customer experience is vital — but so far, there’s been a dearth of empirical, actionable data based on real-world conversion rate optimization success.The mobile user experience presents a particular challenge. It’s not just a smaller screen. Mobile audiences use their devices in an entirely different way from the way they use their computers. Google recommends that marketers think of the mobile experience as a series of “micro-moments” that…

Forbes ranks the top 50 most influential CMOs & finds 40% lead technology companies

Forty percent of the marketing leaders who rank on Forbes’ 2017 list of the top 50 most influential CMOs belong to technology companies.With telecommunications and internet organizations making up part of the tech sector per Forbes report, seven of the top ten CMOs were in tech, including the marketing leaders from HP Inc., Apple, GE, Twitter, Samsung Electronics America, Airbnb and Cisco.The No. 1 most influential CMO was Keith Weed of Unilever. Also in the top ten were Ford Motor Company CMO Musa Tariq and Mastercard CMO Raja Rajamannar.Although most would categorize Mastercard as a finance company, Rajamannar told Marketing Land during an interview last year that his organization was a tech company.“We are a technology company that happens to be in the payment space,” said Rajamannar.Forbes says it based its rankings on social media data. It analyzed things like the percentage of a brand’s audience taking action on branded content, and mentions of the CMO in relation to their brand…

Everything you need to know about visual search (so far)

Visual search is one of the most complex and fiercely competed sectors of our industry. Earlier this month, Bing announced their new visual search mode, hot on the heels of similar developments from Pinterest and Google.Ours is a culture mediated by images, so it stands to reason that visual search has assumed such importance for the world’s largest technology companies. The pace of progress is certainly quickening; but there is no clear visual search ‘winner’ and nor will there be one soon.The search industry has developed significantly over the past decade, through advances in personalization, natural language processing, and multimedia results. And yet, one could argue that the power of the image remains untapped.This is not due to a lack of attention or investment. Quite the contrary, in fact. Cracking visual search will require a combination of technological nous, psychological insight, and neuroscientific know-how. This makes it a fascinating area of development, but also one th…

For Valtech COO, business transformation means agility and access to data

Most companies — even ones that have thoroughly gone digital — are “organized like the Roman Army.”So says Olivier Padiou, COO of global digital agency Valtech. Padiou pointed to his own Paris-based company as a model of how an ancient military structure — top general, rows of soldiers in a descending hierarchy — can become something more appropriate to today’s environment, something like highly mobile Special Forces.Founded in 1993, Valtech began as a tech development/IT services company. In 2009, Padiou and two partners bought the company and began transforming it into a flexible global agency for digital marketing and advertising. It’s now in 16 countries, employing about 2,500.Padiou specializes in helping his clients with transformation. But he doesn’t call it digital transformation, especially since virtually every company is now digital in at least some respects.[Read the full article on MarTech Today.]

via Marketing Land

3 Powerful Tips for Blogging Beginners to Achieve Success in Short Time

Who doesn’t like to become successful in the field of blogging?For many, it could be reaching out to the right set of the audience or getting more traffic or become popular or it could be as simple as making enough money to pay your few bills. For me, it’s helping my readers to become their own boss. It is the effort that you put in the initial days of blogging that defines how faster you could reach the heights of success. Today’s post is for anyone who already started a blog or for the one who wants to start a blog. Here I’m sharing 3 powerful tips that could help you reach your blogging goal in record time.This tip is in the form of video & I recorded this as a message for a group of bloggers meeting for a blogging event in Guwahati, India. Summary of Powerful Tips for Beginners Bloggers:If you focus solely on these 3 points in the initial days of blogging, your career as a blogger or even as an internet entrepreneur would skyrocket. So what are those three things?Your Basic Fou…