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Showing posts from July 20, 2017

LinkedIn report: Sales tech ‘is changing the game for sellers’ (and buyers)

From the LinkedIn report Ironically — according to a new LinkedIn-sponsored report — sales tech now allows B2B buyers to turn the tables on B2B sellers.That’s because B2B buyers now frequently pre-qualify sellers, when it used to be primarily the other way around.The company’s second annual “State of Sales 2017” report is out this week, focusing on “sales technology, adoption and success.” In summary, it finds:Sales technology is changing the game for sellers. It is making them smarter about their prospects and customers, enabling them to surface the hard to find information that the offline world doesn’t offer. It’s also making them more efficient and productive, while helping them transform their position with buyers, and evolve their role from vendors to advisors.That role evolution, the report finds, is being driven by the buyer’s most important consideration: trust.“Trust is paramount,” VP of Marketing at LinkedIn Sales and Marketing Solutions Justin Shriber told me. To establish …

25 promotion tactics to ensure people actually see your content

When UBS launched “Unlimited” last year, the bank was excited to explore the new possibilities that could be opened up with content marketing.Now, the team is cutting their content budget by 10 percent.What happened? What went wrong?UBS overlooked the engines of content marketing: promotion and distribution. The firm isn’t alone. When brands decide to “do content,” that usually means hiring someone to write a lot of stuff and then sitting back, awaiting leads.But a successful content marketing strategy is, at best, based 50 percent on quality content and 50 percent on promotion. It won’t matter if your content is mind-alteringly original or ground-breakingly innovative. If no one reads it, you might as well not have made it.Content without promotion is like a car without wheels.Promoting the promotionWith content, it’s possible to get traffic without spending a cent on paid marketing. But that audience is going to be limited by search engine terms and the organic social media presence…

Google Posts: Growing under the radar

Google Plus has risen from the dead! No we’re only joking, that’s highly unlikely.Google have now rolled out their Posts function for small businesses with a Google My Business account.No idea what Posts are? You’d be forgiven for being confused, managing your business information on Google calls for some deciphering of the difference between Google My Business and Google+, which can lead to some serious head scratching.Hence why we are taking the time to explore what Google Posts are and what they mean for small businesses (and celebrities, big businesses and Twitter).Google has also refrained from making a big song and dance of Posts – so the amount of information out there is particularly limited on this occasion. To add to the confusion, the term ‘Google Posts’ or ‘Posts on Google’ is not actually the official name given to this feature, as per some of the Google search algorithm updates, Posts has been named as such by the wider community.The term Google Posts was presumably born…

Most marketers unhappy with localization efforts, but fail to invest in necessary resources

According to a recent report from The CMO Council, 63 percent of marketers said their teams were either “getting better,” “need improvement” or doing “not well at all” at localizing branded content for different markets. At the same time, a wide margin of the marketers — 75 percent — are spending 10 percent or less of their budgets on localization needs.Joining forces with HH Global, the CMO Council polled a relatively small pool of marketers for its “Age of the Adaptive Marketer” report. The findings are based on 150 completed surveys from marketing executives in a range of industries, in addition to anecdotal comments from interviews with C-level executives from Pepsi, Chobani and Starwood Hotels and Resorts.The CMO Council said the aim of the report was to, “…  ignite a much-needed dialogue around new platforms, opportunities and mandates for rapid deployment and expansion of market localization across all creative adaptation programs.”Of the 150 marketers surveyed, the largest maj…

Why data is at the center of leadership shakeups in retail

News of a major retailer shaking up its organizational structure isn’t usually considered news. But a few months ago, a large electronics retailer announced plans to restructure its marketing team under a different kind of CMO: its Chief Merchandising Officer.While Best Buy’s move to streamline the department may have in part been motivated by cost reduction, it more importantly reflects marketers’ and merchandisers’ new relationship with customer data — and each other. It’s a trend we’ll likely see more of in the years, and even months, to come, as we head into the all-important holiday season.On the surface, these things seem entirely unrelated. Why would an organizational shift of senior executives have an impact on customer data? Because digital transformation is leading to massive changes in the retail industry, and disruption is evident at every touch point from product discovery to customer management. To remain agile, retailers must utilize customer data — such as online purch…

The Importance of Keywords in SEO: A Beginner’s Guide

Use the proper keyword and you will get more search engine traffic…Optimize your website/blog keywords and you will rank faster…How many times have you gotten such pieces of advice when you were starting to learn about SEO?Probably a lot.That’s because keywords are the first things you should learn about when you start to optimize your blog for SEO.This guide is written for a beginner like you to understand the most fundamental concept of SEO – keywords.Let’s start with the basics…If you have been blogging for a while, you probably know that 95% of your traffic is coming from 5% of your posts. In other words, you are probably getting a maximum amount of search engine traffic from a few hand-picked posts.Have you ever questioned why these posts are getting so much traffic? Well, the answer is you must have done something right.Right?The reason is, some of your posts got ranked on the first page of a search engine for keywords that are highly searched for by users.So here’s the main que…

Amazon’s new Spark social feed wants to be ‘Instagram for products’

Amazon has introduced Amazon Spark, a very Instagram-like social shopping feed. Not all of the images and posts are tied to products but most are — and can be purchased on Amazon.It resides within the Amazon app and there are many ways ways to describe it: a social network for shopping, a “shoppable feed,” a shopping Q&A community, and so on. We can debate whether it’s more like Pinterest or Instagram (it draws “inspiration” from both). The objective is pretty clearly to create social engagement on the Amazon app that will lead directly to product purchases.Upon “signing up,” users are asked to identify topics of interest from an extensive menu. The list extends beyond product categories to various lifestyle areas and interests (e.g., travel, art & design, humor, fitness). Amazon recognizes that if this were only about pushing products it wouldn’t be as appealing as a broader, interest-based network that also includes products in some larger context.I haven’t spoken directly t…

Facebook lets brands, publishers connect Groups to their Pages

Facebook is finally letting brands, publishers, celebrities and all other Page owners create Groups connected to their Pages. Facebook’s chief product officer Chris Cox announced the opening up of Groups to Pages in a Facebook post on Wednesday.Facebook has been testing Groups for Pages since at least April, when CNET reported that brands like HBO had created Groups tied to their Pages.There are a couple ways to create a Group for a Page (assuming you are an admin for a Page). On Facebook’s desktop site, there should be a “Groups” tab listed in the left-hand menu. If it’s not there, you can click “Settings,” then “Edit Page,” then “Add a Tab” to add the “Groups” tab.The “Groups” tab serves multiple purposes. For users, it’s how they will access a Page’s Groups. For the Page Administrator, the “Groups” tab is how they can create and manage their Groups.Clicking on the “Groups” tab will display a prompt to create a Group. If you already have a Group that you want to link to your Page, i…

Organizing for Martech: Re-examining modern marketing

Many organizations are struggling to optimize their staffing and skills to compete in a rapidly changing marketing world. What worked yesterday in marketing and technology may not work today – or tomorrow. With the rapid infusion of technology into the marketing organization, tensions between marketing and IT are inevitable.How do you structure marketing to manage martech? What skills do you look for….or even need? How do you foster collaboration across groups in this new environment? Who’s in charge? Who should be?Join Scott Brinker and our panel of martech experts as they explore the challenges facing CMOs looking to transform their marketing organization. They’ll discuss emerging best practices and the pros and cons of different management structures. You’ll also gain insights into how they manage and run their own companies.Register today for “Organizing for Martech: Re-examining modern marketing,” produced by Digital Marketing Depot and sponsored by MarTech.

via Marketing Land

Time is almost up. Attend MarTech at the lowest price possible – don’t miss out!

Don’t miss the only MarTech on the East Coast this year! Check out my hand-crafted agenda featuring 30+ sessions and 40 marketing superstars:See the agenda at a glance here.Register before Saturday for an All Access Pass and pay $400 less compared to on-site rates. You’ll get access to all conference presentations, networking activities and an expo hall full of leading solution providers.Lowest rates expire on Saturday. Register today!I hope to see you there!P.S. Don’t miss out on a great price to attend MarTech, rates go up on Saturday. Register now.

via Marketing Land

Marketing Day: Facebook to test Instant Article subscriptions, 2017 Landy Awards & 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:Why mistakes make you a better link builder
Jul 19, 2017 by Julie Joyce
Worried about making mistakes as a link builder? Columnist Julie Joyce describes 11 of the worst ones she’s seen and discusses how making mistakes helps you build better links.Facebook plans to start testing Instant Article subscriptions as soon as October
Jul 19, 2017 by Tim Peterson
Last night, Facebook’s Campbell Brown confirmed the company’s plan to start testing paywalls for Instant Article publishers as soon as October.Is your demand-side platform real or fake?
Jul 19, 2017 by Ratko Vidakovic
How do you determine if your DSP is actually a technology company or just pretending to be one? Columnist Ratko Vidakovic shares the telltale signs to look for.A billion reasons why loyalty marketers need customer identity
Jul 19, 2017 by Mike Sands
While it might seem easy to ge…

Why mistakes make you a better link builder

Whenever I’ve trained link builders, I’ve been consistent about one major process over the last decade: throw them in and let them learn by doing it, screwing up and finding their own way. I always tell them to expect to make mistakes, and they always do — some worse than others. But making mistakes is, in my opinion, the best learning experience. I still make stupid mistakes myself, and I expect I’ll make many more.In this article, I’m going to cover the most egregious mistakes that I can remember any of us making. Enjoy the opportunity to learn from our missteps!Mistake #1: Contacting someone who specifically says they don’t do whatever it is you wantWhether you’re trying to get a guest post up or just get a link, look and see if that’s even a possibility. Many sites specifically say they do not want to be contacted for guest posts, they do not offer text links, they do not use outside authors and so on. You can find this information in various places, but if you don’t see it in an …

Facebook plans to start testing Instant Article subscriptions as soon as October

Facebook’s Instant Articles format may not be the revenue rainmaker that publishers had hoped for, but the company is readying another method for media companies to make money.As soon as October, Facebook plans to start testing a way for publishers to put their Instant Articles behind a metered paywall and sell subscriptions through the social network, the head of Facebook’s news partnerships team, Campbell Brown, said at an event in New York on Tuesday, according to The Street. Brown’s statement confirms a report from Digiday published last week that Facebook plans to start testing a subscription product by the end of this year.“We are in early talks with several news publishers about how we might better support subscription business models on Facebook. As part of the Facebook Journalism Project, we are taking the time to work closely together with our partners and understand their needs,” Brown said in a statement provided by a Facebook spokesperson.As Digiday previously reported, F…

Is your demand-side platform real or fake?

I previously covered why marketers should demand transparency from their partners. Transparency is an unstoppable force because it roots out inefficiency. And companies that operate in ways that lack transparency, whether in their business model or product, are on the wrong side of history.Take, for example, demand-side platform (DSP) companies. For the past seven years, there have been dozens, if not hundreds, of companies worldwide claiming to be DSPs. But how many of them are really technology companies? And how many are just pretending to be?In this article, I’ll cover several major areas worth illuminating to get to the bottom of whether your DSP is real or fake. These questions should help you determine if you are dealing with a real DSP with technology of its own, or an intermediary like an ad network or agency that’s posing as a DSP.As a refresher, a DSP is a piece of media-buying technology for advertisers. DSP technology allows advertisers to buy media from thousands of publ…