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Showing posts from August 2, 2017
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Markforged’s top marketer on making the leap from martech leader to CMO

Cynthia Gumbert has been managing marketing technology before the martech industry was even a thing. Beginning her career as a field marketing engineer in the semi-conducter industry, Gumbert was drawn to the marketing functions of her job.“I was taking equipment to different sites like Intel, and AMD, and all these chip manufacturers, and loved the marketing aspect of that role,” says Gumbert, “I eventually morphed into a product marketing manager, defining new products that we should introduce. I saw some big successes there, and morphed more and more into marketing, and I went back and got my MBA.”She spent nearly six years at Dell running its global demand center. After implementing Dell’s first go at marketing automation on the B2B side, Gumbert accepted a role at CA leading its martech team. While at CA, she over saw analytics, as well as setting up the entire process to measure marketing’s impact on the business.Last year, Gumbert made the leap from her martech leadership roles…

4 deceptive Google Analytics metrics that fool retail marketers

In the world of web analytics, not all metrics are created equal. Some can stand alone on their own, giving you valuable insights into business performance at a glance. We call these metrics Key Performance Indicators (KPIs), and depend on these metrics to guide our marketing efforts, especially as we head into the busy holiday season.For retailers, popular KPIs include Conversion Rate, Average Order Value and Customer Lifetime Value.KPIs only make up a tiny percentage of the overall metrics available to marketers. Anyone who has logged into Google Analytics can tell you that there are seemingly infinite reports, metrics and dimensions available by default. While many of these can support your KPIs, there are a few “usual suspects” that always seem to confuse marketers and steer the ship in the wrong direction.Bounce rateBounce rate is a fairly simple metric. It measures the percentage of website visitors who view a single page on your website before leaving, or “bouncing.” Marketers …

Even Financial launches tool to semi-automate financial compliance for online ads

Compliance-at-scale is a growing need for marketers, given the Federal Trade Commission’s rulings on influencers and the coming of the European Union’s GDPR (General Data Protection Regulation).For the financial industry, which has long dealt with compliance requirements, New York City-based Even Financial is out with a Programmatic Compliance Tool that helps to semi-automate the process of staying within boundaries.In real time and via an API, the tool looks at the blog, web or app page where a client’s ad for a financial product will appear. Image recognition analyzes daily screen grabs to assess ad placement. The tool also parses the surrounding text on the page to detect any issues that could pose problems with US federal or state regulations, as well as any brand safety content that could be embarrassing for the advertising financial service.If the tool finds or suspects a violation, the ad placement is scratched, and an Even Financial staff member — from a team of three monitors…

Facebook’s newly purchased Ozlo may have jobs beyond Messenger

Facebook announced Monday that it was acquiring for its Messenger platform an intelligent agent called Ozlo, created by the Palo Alto, California-based company of the same name.Deal terms for the three-year old company were not made public. But Facebook may well have plans for Ozlo beyond Messenger.Last fall, Ozlo co-founder and CEO Charles Jolley told me that Ozlo was the only independent intelligent agent left, given that Samsung had picked up Viv.As an agent, rather than simply a lower-level bot, Ozlo could boost or replace M, the still-in-progress intelligent agent that Facebook has been grooming for Messenger.Jolley had described Ozlo to me as “the only assistant that can link together competing sources of information.” As an example, he recalled asking Ozlo about a place where he could get “some steak and live music” during a trip to Las Vegas.Instead of simply calling up a Yelp recommendation or quoting an online article about local restaurants from a Las Vegas newspaper, Ozlo …

5 Best WordPress Plugins For Creating Online Courses

Teaching what you know online can be the best thing you can do for your audience. More and more bloggers, entrepreneurs, and freelancers are adding online courses in addition to their blogs.It’s a great way to help others while establishing yourself as an expert in your field.One of the first things you’re going to need when launching a course is a piece of software for creating your content.Courses are not the same as blog posts. For one, a course needs to be accessed by registered students and not just anyone who lands on your site. It doesn’t matter if you’re offering a free or paid course, you need to have some kind of student profile to track your students’ progress.The next feature for paid courses is a payment gateway. There should be a way for you to accept payment when a user enrolls in your course.PayPal, Stripe, and 2Checkout are popular online payment gateways that are available for online course integration.These and more features are now accessible with WordPress plugins…

How To Create Your WordPress Blog with Bluehost Hosting

Part 1: WordPress.com vs. WordPress.org: Everything you need to knowPart 2: How To Buy Hosting For Your WordPress BlogPart 3: <<You are here>>Part 4: Essential Settings After Installing WordPressPart 5: How To Install A WordPress PluginPart 6: How To Install A WordPress ThemeThere are many cheap and reliable hosting services for WordPress out there, and one of the best is Bluehost.This guide is for newbies to learn how to install WordPress on Bluehost hosting.I have used Bluehost for my sites and my client sites, and what I like about them is they don’t oversell themselves. They’re simple, they’re cheap, and they’re good.In case you don’t know, Bluehost is one of the officially recommended hosts by WordPress.One thing I like about Bluehost is that they’ve scaled their server for optimum performance when running WordPress. They offer unlimited bandwidth, unlimited storage, premium support, and everything else you could possibly need to run a successful WordPress blog.Sign u…

How To Use A Free SSL Certificate With Bluehost Hosting

Bluehost is one of the top web hosts for running WordPress-based blogs & websites.They are also one of ShoutMeLoud’s recommended WordPress hosting companies. In the past, I have shared many tutorials to help you use and get the most out of Bluehost hosting.Here are some of the popular ones:How To Buy Hosting & Domain From Bluehost HostingHow To Install WordPress Blog On Your Bluehost HostingIn today’s exclusive tutorial, you will be learning how to use a free SSL certificate with your Bluehost hosting. Using this guide, you will be migrating your WordPress blog from HTTP to HTTPS.According to Google, using SSL is one of the positive ranking factors. Moreover, SSL adds a higher trust level to your blog.When it comes to SSL certificates, you have the option of using free ones as well as paid ones.Before we move ahead, let’s get to know a little more about SSL certificates so that you will know what you are doing.First of all, there are various types of SSL certificates.For an in…

Facebook will rank links to slow-loading pages lower in people’s news feeds

Fotos593 / Shutterstock.com Facebook’s latest tweak to its news feed algorithm will penalize links to slow-loading web pages and could push more brands and publishers to adopt the social network’s proprietary Instant Articles format.Facebook plans to start estimating how long it takes for a web page to load from its mobile app and will use that estimate when ranking how high or low a link to that page should appear in people’s news feeds, according to a leaked draft of a company blog post. A screenshot of the blog post is embedded at the bottom of this article.“Factors such as the person’s current network connection and the general speed of the corresponding web page will be considered. If signals indicate the web page will load quickly, the link to that web page might appear higher in your feed,” Facebook engineers Jiayi Wen and Shengbo Guo wrote in the leaked post to Facebook’s News Feed FYI blog that is dated August 2, 2017 that will roll out “gradually over the coming months.”Sites…

LADbible outperforms UNILAD as most watched video creator with 2.8B video views

For all of this year, LADbible and UNILAD have remained the most-watched video creators across the globe, according to Tubular Labs’ monthly rankings.UNILAD had held the top spot every month except March, until June, when LADbible took the lead with a total of 2.8 billion views compared to UNILAD’s 2.7 billion. Viral Thread was a close contender, at No. 3, with 2.6 billion views.Meanwhile, BuzzFeed’s Tasty, the No. 1 video creator for the entire first half of last year, barely made the list, edging in at No. 10.Tubular Labs ranks video creators based on the number of global video views generated across Facebook, YouTube, Instragram, Twitch, Daily Motion and additional platforms. According to Tubular Labs’ rep, the video analytics company does not publicly break out the numbers for the additional platforms because they are considered premium and are only available to Tubular Labs’ existing clients.Top 10 video creators in June 2017In addition to breaking out video views by platform, Tu…

[Survey] Marketing organizations in the age of martech

At MarTech Today, we often delve into the difficulties faced by CMOs in identifying the skills needed, and the talent required in staffing departments to support omni-channel campaigns, and manage diverse marketing technology stacks. We’ve also explored hiring challenges recruiters encounter when assessing candidates for these roles.Approaching these topics from a holistic view, martech thought leader Scott Brinker asks in a new blog post “What do marketing orgs look like in the martech age?” He’s created a survey — Marketing Organizations in the Age of Martech — that we invite our readers to participate in.From the post:The thesis of this study is that marketing technology is reshaping the organization of the marketing department. Directly, marketing technology and marketing operations have become prominent roles, with expanding teams of their own.The survey, asks for three pieces of your organizational structure:What roles report to your CMO (or highest-level marketing executive)?Wh…

Video: Amazon Spark is already overrun with #sponsored posts

Amazon Spark, the e-commerce giant’s Instagram/Pinterest mashup, is only a couple of weeks old, but it’s already overrun with ads.During a recent scroll through Spark’s feed, 20 posts out of 55 were labeled #sponsored (by Amazon, no less). That Amazon would use Spark as a thinly veiled marketing channel to boost its own sales should surprise no one; its community guidelines prohibit brands from steering customers to products sold off Amazon. But that it would do so this aggressively raises an important question: What’s the point of posting to Spark if you’re not being paid to do so?

via Marketing Land

7 more tips to improve your content creation

The rise of content marketing has made content creation a key focus for businesses, and the issue of how to improve their content and its performance is at the forefront of many marketers’ minds.At the Summit on Content Marketing earlier this summer, I gave a presentation on “15 ways to improve your content writing”. In Part 1 of this article, we covered eight of those tips, including creative brainstorming, grabbing the reader’s attention, content length, layout and formatting.Here are seven more ways that you can improve your content creation and see better performance from your content marketing.Pick the best headlineA headline is probably the first thing that someone notices about your content. Whether people discover your content in search results, social media, or a homepage, a title contributes to their decision to click on the link.What are the elements of a great title?Clarity: Your headline should be clear and descriptive. Any confusion can only keep the readers away from it…

Apple beats Wall Street expectations, offers strong guidance ahead of new iPhone

This afternoon Apple reported quarterly revenues of $45.4 billion, which beat Wall Street expectations. Earnings per share also beat expectations by $0.10. Revenues were up 7 percent year-over-year, while earnings were up 17 percent.Most significantly for investors, the company offered higher-than-expected guidance ($49 – $52 billion) for the fourth quarter, anticipating the release of the new iPhone.Here are device numbers:iPhones: 41 million, $24.8 billion in revenueiPad: 11.4 million units, $4.9 billion in revenue (up 15 percent)Macs: 4.3 million units, $5.6 billion in revenueServices (including Apple Pay, Apple Care): $7.3 billion in revenueOther (including Apple TV, Apple Watch, Beats products): $2.7 billion in revenueApple said it saw growth in every product category. Mac, iPad and Sales of Apple Watch were up, the latter over 50 percent. The company also said that demand for AirPod earphones continues to exceed supply, getting 98 percent customer satisfaction scores according t…

Marketing Day: New Snapchat ad metrics, Facebook Custom Audiences & Quora ads

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:5 tools, tips and hacks to maximize your SEO output
Aug 1, 2017 by Brian Patterson
Columnist Brian Patterson believes that SEO success depends not only on your knowledge and skills, but on your ability to work efficiently. Check out his five suggestions for increasing SEO productivity.If your GMB page updates & no one knows, does it make a sound?
Aug 1, 2017 by Andrew Shotland
If you work in the local SEO space, you may have noticed that Google sometimes makes unwanted updates to your Google My Business listings. Columnist Andrew Shotland dives into the issue.A way to think about modern CRM
Aug 1, 2017 by Jose Cebrian
What should you be expecting from your customer relationship management programs these days? Contributor Jose Cebrian explains how CRM has changed and how it hasn’t.Snapchat will let brands measure its ads’ impact on sales, re…

5 tools, tips and hacks to maximize your SEO output

This article was co-authored by my colleague at Go Fish Digital, Chris Long.Part of being an effective SEO is being incredibly efficient with the tasks at hand. You just aren’t going to have the time needed to go deeper and continue to add value if you’re spinning your wheels doing manual, repetitive tasks.Because of this, we have always valued things that can make you more efficient: tools, scripts, automation, and even interns!Today, we dig deep into our toolbox to pull out five of our favorite ways to maximize your SEO productivity output.1. Automate Google Analytics data extracts & reportingGenerating monthly reports is one of those repetitive tasks that can consume a day or more at the beginning of the month (especially in the agency world!).If you’re manually pulling data from Google Analytics, you need to be constantly checking that your date ranges are correct, that you’ve applied the proper segments, that you’re analyzing the right metrics, and that you’ve accessed the pr…