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Showing posts from August 22, 2017
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Martech enablement series: Part 3 — Assembling your team members

Image Credit: EvrenKalinbacak / Shutterstock.com Welcome to part 3 of “A Nine Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process for building a data- and technology-driven marketing organization within your company.In Part 1 of this guide, I outlined the case for a process to take full advantage of marketing technology. This process is called “martech enablement.” In Part 2, I introduced the basics of “The Race Team Analogy” as a way to demonstrate the key elements of martech enablement.In the next two parts, we’ll be digging into the members of the race team. In this part, Part 3, we will be identifying the specific team members and their individual roles and responsibilities and how they correspond to a well-rounded martech-enabled organization. In Part 4, “Building the Team,” we will look at ways to evaluate the state of your current organization and some simple steps to begin the process of martech enabling your team members and partners to cr…

Navigating the disruptive world of martech

Unless you’ve been living under a rock, you know that marketing isn’t what it used to be — even a year ago.As technology evolves a breakneck speed, marketers are working in one of the most disruptive eras since the arrival of the internet. Huge changes are underway, as technology becomes an integral part of our profession and organizations realign themselves to stay current.You need to stay informed about these changes. But who has the time?We do.We’ve put together the “MarTech Power Pack,” which includes some powerful content about marketing, technology and management. You’ll gain insights, ideas and strategies you can use to accelerate your marketing and marketing organization.Brought to you by the MarTech Conference, the Power Pack includes:an exclusive webinar presentation of “5 Disruptions Reshaping Marketing As We Know It,” hosted by leading martech authority Scott Brinker.a 20-page companion e-book to the webinar.a high-resolution MarTech Landscape graphic, an open-sourced MarT…

Why your brand should obsess over its customers, not its competitors

Yes, this is another Amazon story.But this one isn’t about its latest acquisition, innovation or market share growth. It’s a story about what gave Amazon headliner status in the first place, something too often overlooked by companies scrambling to compete in its wake: customer obsession.Twenty years ago, in his first letter to shareholders, Amazon founder Jeff Bezos preached the long-term value of obsessing over customers. In his latest corporate missive, his message remains the same.Of course, it should. As the brains behind what is shaping up to be one of the first trillion-dollar companies, Bezos has transformed his convenient online bookstore into a disruptive retail-technology-media-entertainment megabrand that has no plans to slow down soon — because that, Bezos tells his shareholders, would lead to “excruciating, painful decline, followed by death.”And isn’t that what we’re seeing with many brands right now, particularly with retailers? The first three months of 2017 alone saw…

P&G fought online advertising, and online advertising won

A tremor rumbled through the digital advertising world in July when Proctor & Gamble announced that they had cut $140 million of digital spend in a single quarter. P&G Chief Financial Officer Jon Moeller noted that the reduction had two causes:[We made a choice] to temporarily stop spending with digital media outlets where our ads were not being placed according to our standards and specifications…. [We made] a choice to cut spending, from a digital standpoint, where it was ineffective — where either we were serving bots as opposed to human beings or where the placement of ads was not facilitating the equity of our brands.Many (well, all) pundits assumed that the “places where ads weren’t being placed according to our standards” reference was a not-very-opaque reference to YouTube and the hullabaloo around brand safety earlier this year. And the “bot” reference is no doubt a critique of display advertising — both programmatic and premium.Is this really P&G’s problem? When P…

ShareIQ can now generate ad-targeting segments of users who have interacted with brand images

For many brands, the web has become the Visual Web, where images reign as the key currency of communication.To help brands take advantage of that visual currency, visual content performance platform ShareIQ is releasing this week a new data product called Custom Audiences to create targetable user segments based on images seen.VP of Marketing Thomas Burg said that his company, based in New York City and Berlin, is “the first to allow you to create audiences based on people who have interacted with or viewed images.”A brand does a keyword search of ShareIQ’s database, which contains over 850 billion images pulled from websites, blogs, social networks and other sources. Some of the images are related to ShareIQ’s brand clients — primarily in home goods, fashion, health and beauty, and entertainment — but many are not related.The keywords have been manually added by brands to images, or they have been added by the ShareIQ platform via machine vision that sorts them into predetermined cat…

LinkedIn officially rolls out native video uploading worldwide, but not for businesses (yet)

Roughly a month after LinkedIn began testing a way for people to post native videos to its social network, the Microsoft-owned company is officially rolling out the option worldwide.Native video does a few things for LinkedIn as it looks to fend off Facebook and others trying to crowd the business-centric social network’s corner. First, it enables people to round out their profiles; instead of listing their occupations like on a resumé, people can document what they actually do for a living, like a physical therapist demonstrating rehab exercises or a designer showcasing a new product. Second, it gives people a reason to spend more time on LinkedIn, perusing tours of other people’s workplaces or tuning in to motivational talks and conference panels. It’s also a potential moneymaker once LinkedIn extends it beyond business people to businesses themselves, which is more a question of when, not if.LinkedIn isn’t yet opening up native video uploading to company pages or restarting its vid…

The best SEO influencers and resources to follow

More than any other digital marketing discipline, SEO is a game of opinions. There is no one-size-fits-all strategy that guarantees success, and that leaves plenty of room for healthy debate.Given how profitable SEO can be when done well, the industry has spawned a vast array of influencers, dispensing morsels of invaluable insight that businesses can apply to their own strategies. A few of these influencers have even gained something close to celebrity status.It’s been a tough few months for the industry in that sense, with luminaries like Rand Fishkin, Danny Sullivan and Matt McGee announcing their respective departures from the scene in the near future.These are all respected figures with a wealth of experience who essentially put SEO on the map. In their wake, there is a need for a new wave of dedicated SEO experts to conduct and share their findings with the wider community. Fortunately, there are plenty of worthy candidates.Unfortunately, there is also a lot of bad advice out th…

RINGR Coupon Code: Remote Podcast Recording Tool

One of the biggest challenges among podcasters is how to record a call with a guest/attendee/co-host who is sitting remotely. There are many solutions like you can use Skype recording tools or many others. However, the problem is the quality of sound.RINGR needs no introduction in the world of podcasting as this is designed to record any call, anywhere in the world and it feels like two of you are sitting in the same room. This is the same tool we use for ShoutMeLoud podcasts, and I have never been so happy after discovering RINGR.Rings records call at both the parties end and that makes it work best even if anyone is on the low bandwidth. Once the recording is done, Ringr automatically uploads the file from both the end to the Cloud and then you can download the recording anytime. The pricing of RINGR is as it is low (Starts at only $7.99/month). However, today I have this special promo for RINGR which will help you save up to 25% on the total pricing of Ringr.Another cool part about…

Best Ad Management Plugin For WordPress To Make More Money

Advertising is the heart & soul of a growing blog. It’s the advertising that pays for our hosting, domain & gives us an ample amount of reasons to continue blogging, either as a part-time hobby or as a full-time profession.When it comes to managing ads on WordPress, one can easily do this using WordPress widgets or by editing the WordPress theme file.Adding ads using WordPress widgets are good enough for those who are starting out with blogging, but when it comes to making real money from advertising, using an ad management WordPresss plugin is recommended. Also, editing the WordPress theme to add ad codes is not a piece of cake for everyone.Here are some of the things that an ad management plugin for WordPress should help you achieve:Run various ad types: This could be running AdSense ads, Media.net ads, affiliate ads, or running your own product ads.Mobile/desktop ad: There is no point of serving the same ad to the desktop & mobile site if it’s not a responsive ad. You a…

Marketing Day: Data reports, ad copy & the martech landscape with Scott Brinker

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:Bridging data and action: How to create killer reports
Aug 21, 2017 by Amy Bishop
Are your reports not having the impact you would have hoped? Check out columnist Amy Bishop’s tips and tools below to create powerful, useful reports that drive results.What teen fiction can teach you about writing ad copy
Aug 21, 2017 by Allen Finn
What do young adult novels and search ads have in common? More than you might think! Columnist Allen Finn discusses how you can apply the tactics of these novelists to create compelling ad copy.Time: Marketers’ most precious resource & ways to maximize it
Aug 21, 2017 by Scott Vaughan
As marketers’ jobs become increasingly fast-paced and 24/7, columnist Scott Vaughan shares four ways to help you overcome the time challenge and meet ever-growing expectations.How the Internet of Things changes everything
Aug 21, 2017…

Bridging data and action: How to create killer reports

Ask any digital marketer about the prerequisites for a successful campaign, and undoubtedly many of the answers will revolve around obtaining or making use of data points. Simply put, marketers — especially digital marketers — love data.But despite the love for pulling data, reviewing stats and identifying trends and outliers, it is no secret that formalized recurring reporting can sometimes be a bit of a drag to compile and put together. (What, you thought you were the only one dreading that Monday morning number pull?)It isn’t so much the time that it takes — although depending on the complexity, it can add up and become quite tedious. But no, the main reason that reporting becomes a dreaded task is usually that the report isn’t impactful enough and begins to feel like busywork.So how can you create reports that are worthwhile, sustainable, and most importantly, impactful?Keep it focusedSome of the most common reporting issues result from good intentions. For example, in an effort t…

What teen fiction can teach you about writing ad copy

What exactly do novels for angsty tweens and teens have to do with AdWords?For one thing, young adult novels understand the behavioral patterns, struggles and idiosyncrasies of their audience. So do good search engine marketers (SEMs).That isn’t the only thing young adult (YA) fiction and pay-per-click ads have in common, though. When it comes to readability, it just so happens that top-performing text ads tend to be written as though they were meant for a classroom full of ninth graders! If AdWords and “The Hunger Games” have more in common than you thought, you’re not alone.Today, I’m going to show you how three tactics used by YA novelists — optimizing for readability, leveraging emotional appeals and pandering to your audience’s sense of entitlement — can help you write killer ad copy.Tweenage readability is the secret to improving CTR & conversion rateEarlier this summer, the marketing team at WordStream (where I work as a pay-per-click focused content specialist) analyzed mo…

Time: Marketers’ most precious resource & ways to maximize it

It’s August. The perfect time for a summer holiday break. But wait, there’s no time. We’ve got programs to deliver, content to craft, nurture tracks to build, new martech to scope and implement, and endless stuff to get done to execute against second-half 2017 pipeline and revenue targets.What happened to the summer slowdown? It no longer exists. Business is always on. That means marketing has become a 24/7, high-acceleration profession. And overnight, time — NOT data — has become marketing’s most precious resource.I work in marketing for a high-growth SaaS organization. From our own experience and talking with hundreds of marketers, cycles just keep getting faster, customer expectations higher and the list of things to do longer. In addition to daily hacks, we’ve been brainstorming — inside and outside our company — on how to better use our time to meet ever-increasing expectations.The conclusion is that we must change how we approach our days, drop some bad habits and make tough cho…

How the Internet of Things changes everything

The Internet of Things (IoT) has been called the next Industrial Revolution, and it will have a profound effect on how marketers will need to understand, market and track consumers in the years ahead.In fact, BI Intelligence, in a 2015 report, estimated that more than 34 billion devices will be connected to the internet globally by 2020, up from 10 billion in 2015. This includes a mix of standalone devices that can be monitored and/or controlled from a remote location, as well as remote-enabled devices (such as smartphones, connected/smart TVs, smart home and smart assistants like Amazon’s Echo).In many areas, the proliferation of these devices has already passed the tipping point. One such area includes connected/smart TVs. According to research firm IHS, more than half of all TV sets shipped in North America in Q1 2016 were Smart TVs, and in China, four out of five TVs had this connected functionality.For marketers, understanding, targeting and tracking efforts focused on the conne…