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Showing posts from August 14, 2017

Breaking news: When AMP goes through the roof

The audience for Accelerated Mobile Pages (AMP) has been growing steadily over the past year, from single-digit to low double-digit percentages of traffic for many websites.Beneath that topline number is an interesting trend: For many news publishers, certain viral and breaking stories are now consumed mostly in AMP format. And on a huge news day, AMP can be a large slice of a publisher’s overall web traffic.In those defining moments, a fast and full-featured AMP experience can help a publisher put its best foot forward.How can AMP be that big?First, let’s unpack a typical news publisher’s AMP traffic. Adobe reported that AMP contributed 7 percent of total web traffic to top news sites in December 2016. Since then, Google has expanded AMP exposure in search, and other platforms such as Twitter have started linking to AMP pages.With that in mind, let’s say AMP is now around 10 percent of traffic for a typical news website, give or take. For most websites, that traffic is concentrated i…

Why great creative is more important than ever

Every year we all have the opportunity to dive into the creative pool of Cannes Lions, the international festival celebrating creativity in communications, entertainment, design and tech. Like me, most people do it via the festival’s excellent website.No matter; it’s still an exhilarating splash, and this year’s annual plunge has me convinced that, in the “Engagement Economy,” great creative is more important than ever. Let me explain.I believe that Apple invented high-tech marketing back in the ’80s. And with Steve Jobs at the helm, it was all about creativity — in messages, design and production. In the early ’90s, I cut my marketing teeth working with Jobs at Next, and then rejoined Apple, where I was manager of consumer advertising.Over the ensuing years, my faith in great creative to produce something valuable and inspiring has never flagged.But the marketing game has changed considerably since then, specifically with the advent of online channels and the almost unlimited data th…

Aetna’s CMO: Our future is becoming ‘your care partner, not just paying claims’

David Edelman is the first CMO for all of Aetna because of the second wave of digital transformation.He was recruited “as an agent of change,” he told me, to help lead the company’s transformation into “an integrated experience” that acts as one brand. Previously, Edelman pointed out, each business line at Aetna had its own marketing head. (Edelman will speak about “Digital Transformation: In & Out,” at our upcoming MarTech Conference in Boston.)The first wave of digital transformation, he agreed with me, was the addition of such things as email, web sites and customer relationship management systems.We are now in the second wave when, he said, “it’s not just about going digital, but about going digital first.”[Read the full article on MarTech Today.]

via Marketing Land

Engagio CEO: The one-to-one relationship is the key driver behind marketing’s evolution

Marketing software has been evolving toward the goal of one-to-one marketing, says Engagio CEO and co-founder Jon Miller.Miller, who also co-founded Marketo, told me that his career was inspired by the 1993 book, “The One to One Future: Building Relationships One Customer at a Time.” Written by customer strategy experts Don Peppers and Martha Rogers, it presented a vision of what might follow mass marketing.Miller pointed out that the goal of a highly granular, targeted marketing could be fully achieved at mass scale by the first generation of marketing automation tools, which have been largely rules-based. It needed a mature artificial intelligence to manage all those separate interactions with customers. (Miller will speak about “The Evolution and Future of Martech” at our upcoming MarTech Conference in Boston.)But, while AI can relieve marketers of some tasks — Miller likens it to auto-pilot in a plane, where the pilot can focus on where the vehicle is headed — he also points out t…

3 strategies for keeping your marketing job in the age of AI

Artificial intelligence-based marketing tools can now learn, predict, personalize, strategize, make decisions, take action, provide insights and create content.So, what can human marketers do to make sure they are still useful?To get some ideas about what skills humans might retain as the waves of AI-powered change roll in, we asked a veteran of marketing’s ups and downs, Bonnie Crater.She’s CEO and president of San Mateo, California-based marketing analytics firm Full Circle Insights, and she’s held marketing exec positions at Realization Technologies, VoiceObjects, Salesforce, Genesys, Stratify and Netscape.First of all, she said, remember that even the smartest platform is desperate for one thing:Data.[Read the full article on MarTech Today.]

via Marketing Land

It’s not just hype: Real changes to consumer behavior are driving adoption of data-driven creative

Data-driven creative is a hot topic these days. Consider the following developments.A brand-new media agency, Omnicom’s Hearts and Sciences, shocked the industry by winning P&G and AT&T accounts based on a promise of better linkage between media data and creative execution.Venerable creative agency Leo Burnett earlier this year launched what it calls “The Core,” a unit within the agency that will “take the best of digital insight, the best of CRM and the best of human understanding, and link it all together as one powerful offering,” said North America CEO Andrew Swinand.In a speech to “Young Lions” at Cannes, Alan Schulman, managing director of brand creative and content marketing at Deloitte Digital, talked about the insights data can provide creatives, allowing them to “validate campaign resonance before launch,” among other things.Deloitte Digital's Alan Schulman (@Digschulman) teaching the #YoungLions about data driven creative and advertising.…

Openprise moves into third-party data with launch of Data Marketplace

Openprise’s business has been focused on the automation of loading, cleaning up and helping to manage first-party data for clients.Recently, the Redwood City, California-based company has moved into third-party data with the launch of its Data Marketplace.VP of Marketing Allen Pogorzelski told me that, previously, Openprise might help a client like Cord Blood Registry (CBR) manage its leads. CBR allows parents to save an infant’s cord blood stem cells.CBR might get, say, 10,000 leads from partner hospitals or campaigns it has run. Openprise would input those leads and clean them up, such as filling in missing ZIP codes or arranging non-US phone numbers into the right format. It would also remove duplicates and determine, if a lead was duplicated, which lead was received first, since only the first vendor supplying a specific lead is paid by CBR.[Read the full article on MarTech Today.]

via Marketing Land

LinkedIn adds analytics, audience management & media buying solutions to its partner program

LinkedIn has added 19 more integrations and three new categories — Marketing Analytics, Audience Management and Media Buying — to its three-year-old Marketing Partner program.The Marketing Analytics partners integrated with LinkedIn’s Marketing Analytics APIs include Bizible, DashThis, Datorama, Hootsuite, Nugit, SocialBakers and Bizible solution, for example, enables its B2B customers to track outcomes such as leads, opportunities, pipeline and revenue from LinkedIn ads in the Bizible platform automatically, without having to add tracking parameters.AdParlor, B2Linked and SocialCode are the launch partners in the Media Buying program.The new Audience Management partners can help marketers target their contacts through LinkedIn Matched Audiences and manage contacts with LinkedIn Lead Gen Forms. The partners include data management solutions Acxiom and LiveRamp, marketing automation platforms Oracle Eloqua and Marketo, CRM Microsoft Dynamics and systems integrators Driftr…

P&G slashed its digital ad spend & nothing bad happened: 5 ways ad tech is responding

Digital ad revenues have continued to climb. But not all is well.In the past year, major brands have called into question the notion that mass marketing necessitates a scattershot approach to digital advertising. Programmatic’s promise to deliver huge scale at cheap prices has brought to the forefront the tension between scale and vetted quality and transparency. Now stories of brands pulling back on programmatic with little to no downside for their businesses add a greater sense of urgency to addressing issues that have long plagued the ad tech industry.Potential impact on media spendProcter & Gamble has been the most vocal and visible marketer to question the path ad tech has been blazing and finally push back. When one of the world’s biggest and most digitally savvy marketers says cutting some $140 million in digital ad spend in its fourth quarter had “no negative impact on growth rate,” the industry should take notice.P&G CFO Jon Moeller said on that quarterly earnings cal…

How to optimize your content for Q&As

Google is perpetually improving its understanding of natural language. Google Featured Snippets and the rise of voice search optimization has made optimizing your content for question based queries more important than ever.You may have seen these Featured Snippets pop up in position zero after asking or typing a question in Google’s search bar. The benefit of earning a snippet is now clear to businesses and brands. In fact, Google Featured Snippets have an estimated worth of $3 million dollars, according to snippet research presented by Rob Bucci.We all know what a snippet is…How do you get a snippet for your site, product, service, or blog content?The quick answer: Optimize your content for Q&A’s. However, there are no guarantees – even Google noted that there is no simple way to mark a page for a Featured Snippet:Google’s Featured Snippet support page explains that, “What’s different with a featured snippet is that it is enhanced to draw user attention on the results page. When …