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Showing posts from August 21, 2017
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Scott Brinker: How the martech landscape fits together

When you look at Scott Brinker’s famous — and increasingly crowded — Marketing Technology Landscape, it resembles a wall of tiny bricks.But when you talk to Brinker about how marketing tools are actually used these days, it’s not a wall that comes to mind. It’s more like a group of islands connected by an ocean of data and a fast-moving ferry.Brinker — the co-founder and CTO of content marketing platform Ion Interactive and the program chair of our MarTech Conference — recalled for me recently that major marketing clouds used to give the impression that they provided “one platform to rule them all.”But, he said, “like politicians’ promises,” the rhetoric didn’t match the reality. It was never really a one-platform world, Brinker said, and now it’s abundantly clear we’ve entered what he has described as a “post-platform era.”In this topology, businesses employ multiple tools. Some are “like tent poles,” he said, serving as basic structural components — such as Adobe’s Marketing Cloud o…

It’s ‘dark matter’ that defines a great CX

Championing the power of great customer experience (CX) to improve key benchmarks and business results is becoming a core part of how businesses operate today — and a differentiator for those businesses that do it well. That’s no article of faith; real data supports this premise: better experiences lead to better performance.Like any strategic undertaking, improving how customers experience our products isn’t a single, big-bang event — in fact, it’s quite the opposite. CX is the sum of myriad small interactions, from first-touch onboarding to deceptively powerful notifications, that form a constant, and essential, process.But the incremental nature of CX improvement also suggests why it’s sometimes easy to put it off for another day, especially when faced with immediate competing goals like speed to market or dealing with technical limitations. That challenge is compounded when CX responsibility falls between the bailiwicks of different teams, as it nearly always does.The space betwee…

The holidays hinge on your marketing ecosystem

The holiday season is in the air. Can you feel it?It’s almost like that first day of fall, when the weather changes, the air gets a little crisper, the wind a little chillier, and the leaves start rustling. Except in retail, the stress becomes palpable, and co-workers are starting to run around aimlessly, always in a hurry with nowhere to go, while crazy projects fill up your inbox as “high priority.”It may seem early, but that “first day” of the holiday season has already come-and-gone for retail marketers. The ramp-up starts now, and getting your cross-channel lifecycle in place can save a lot of headaches later.Consider that 55% of consumers begin researching products before November rolls around, according to the National Retail Federation’s 2017 Retail Holiday Planning Playbook. More astounding, 30% of consumers start researching before October even arrives.For many consumers, gifting is a prolonged experience; it’s not as spontaneous as many other purchases are throughout the ye…

5 ways to identify potential featured snippets to rank for

Have you been wondering how to start owning Google’s featured snippets for your brand?If you’d like to earn those coveted “position 0” spots, you need to start by understanding what featured snippets are and how to earn them. By earning featured snippets, you can increase web traffic, boost visibility in Google SERPs, and earn the credibility you deserve.The first, and most important, step in earning featured snippets is understanding how to identify “snippable” opportunities.  Once you know how to find them, you can craft the rest of your strategy around maximizing these opportunities.In this article, I’ll go over five ways to identify featured snippet opportunities.Use Google to identify potential snippetsStart looking for snippet opportunities by putting yourself in your audience’s shoes and thinking what questions you may want answers for.  Even boring industries have a large range of opportunities to answer questions in the featured snippets.For instance, let’s say you are in the…

How to Hide a File in your Google Drive in Plain Sight

The files in your Google Drive are either private (only visible to you) or they can be seen by specific people with whom you have chosen to explicitly share the file. In the case of folders, any file contained inside a shared folder can be seen by all users who have access to the folder.Let’s consider a slightly different scenario where you have a shared folder in Drive any you don’t want other users to see a particular file inside that folder.A simple option is that you move the file outside the folder. There’s an alternate workaround as well that will help you easily hide files in Google Drive folders through ‘camouflage’ without requiring any add-ons or extensions. Hide Secret Files in Google DriveThe trick is simple.Google Drive allows you to store multiple versions of a file and if you upload a new version of a file, the previous version is preserved as well. The file versions can be of different mime types so you can upload a PDF file first and then replace it with an image or a …