Skip to main content


Showing posts from August 25, 2017

Why emotion is crucial to create brand advocates — and what you can do about it

If you could generate six times your revenue, would you? For marketing executives, this question is a no-brainer. The challenging part is answering this follow-up question: How?Recent research from Forrester provides a potential answer. Last year, the analyst firm found that customer experience (CX) is a key driver of revenue growth, and the brands that do it best bring in 5.7 times more revenue than their competitors that lag in such efforts.If you work in an industry where customers are free to take their business elsewhere, and your competitors offer better CX options, you need to pay attention.As a consumer, you understand a lot about brand loyalty.If you spend most of your travel dollars with JetBlue…If the devices on your desk, in your pocket and on your wrist are all made by Apple…If the bulk of the footwear in your closet comes from Nike…… then you know what it is to be a die-hard fan of a product or service. Learn how you can funnel your understanding as a consumer into your …

Spotify’s VP of Growth: CRM is much more than off-the-shelf software

“The customer is always under warranty,” Spotify VP of Growth Mayur Gupta told me.Of course, he was speaking figuratively to emphasize his view that modern brands need to continually pay attention to their customers.In other words, he said, businesses’ need to re-evaluate what is meant by “customer relationship management.”CRM — which falls under his purview at Spotify — “for me is not [just] the ability to send emails,” he said. Rather, he added, it’s understanding user or customer behavior in real time or just in time, so the brand can shoot you a message appropriate to a dormant or casual or core user.“That’s where a traditional CRM isn’t sophisticated enough to map these signals for the journey,” he said. “CRM has been around for a while, but it’s so, so far away from where it needs to be.”“Of course, they can manage a shopping cart abandonment and send me an email, [but] I’m talking about much more complicated behaviors that are not just rules,” like managing responses to behavio…

Forrester Wave: Social ad tech tools are still an ‘immature’ category

From the website of ad tech tool AdEspresso, acquired by social management platform Hootsuite in February Forrester is out this week with a Wave report on a class of marketing tools that it expects won’t last much longer: social ad tech.“The Forrester Wave: Social Advertising Technology, Q3 2017” (fee or client membership required) is the first such report about social ad tech that the research firm has conducted since 2013. Since that time, author Jessica Liu emailed me, the number of players has changed and grown but “the space remains fragmented and characteristic of an emerging technology landscape — despite existing for years.”She characterized this space as “immature with many startups [and] few vendors managing meaningful social ad budgets,” even though social ad spending overall has grown.In fact, she predicted, this “won’t exist as its own category for long.” Social media management tools like Hootsuite, omnichannel demand-side platforms like MediaMath and marketing clouds lik…

Build it and they shall come: Why your SEO architecture and search strategy must be aligned

As a society, we have been conditioned with the age-old saying “Build it and they shall come”.However, does this hold true for the digital world and your website? And more specifically, what about Google?In most organizations, organic search optimization becomes a layer that is applied after the fact. After the brand teams, product owners and tech teams have decided what a website’s architecture should be.However, what if I were to tell you that if search were a primary driver in your site’s architecture you could see a 200%+ performance gain out of your organic channel (and paid quality scores if you drive paid to organic pages), along with meeting brand guidelines and tech requirements?The top 5 benefits of architecture driven by organic searchMatch Google relevancy signals with audience segmentation and user demandCategorization of topical & thematic content silosA defined taxonomy and targeted URL naming schemesAbility to scale content as you move up funnelA logical user exper…

These (Not So Popular) Social Media Mistakes Could Land You In Court

Social media is undoubtedly one of the most powerful marketing tools of our time. It can be used for many things, including communicating with customers, breaking the news, and selling our products to a target audience.Every company in the civilized world uses social media to some extent, but there are some clear examples of when social media has been misused. Not only can these social media mistakes cost you your business, but they can also land you in court.Interestingly, these mistakes are not restricted to your comments on Twitter or Facebook alone – they also affect everything you say in your email newsletters, blog, and every other form of digital content.Although most bloggers and business owners understand their industry inside and out, they don’t seem to understand much when it comes to how the law affects their online marketing efforts.Fortunately, you need not be a legal expert to know what social media marketing mistakes can jeopardize your business.Why You Should Avoid So…

Marketing Day: Meet today’s CMO, Facebook Page updates & Snapchat ad news

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:Meet today’s CMO: Multisport athlete
Aug 24, 2017 by Sonjoy Ganguly
Thanks to martech, the CMO’s role is dramatically shifting. Columnist Sonjoy Ganguly shares tips for how you can train and win in today’s hypercompetitive marketing landscape.Demand gen tunnel vision: Why your company probably needs to invest in branding
Aug 24, 2017 by John Steinert
What if your KPIs aren’t telling you the whole story? Contributor John Steinert explains why you need to uncover the blind spots in your approach.Facebook culls 17 types of posts that Pages can no longer boost as ads
Aug 24, 2017 by Tim Peterson
As of September 15, brands will no longer be able to convert Page posts like profile picture changes and place recommendations into ads.Report: More than 50% of digital media time now spent within five mobile apps
Aug 24, 2017 by Greg Sterling
The top 10 is…

Meet today’s CMO: Multisport athlete 

The CMO’s role has been continuously evolving. The sheer volume and the speed of access to information have prompted a shift in B2B purchasing behaviors. With new channels and platforms regularly entering the landscape, the underlying technologies have evolved to follow an increasingly complex buyer journey and assist marketers doing business every day in the cross-channel environment.Marketing technology is now indispensable to the CMO. The explosion of data and technology providers — enabled by the combination of the internet and cloud-based solutions — was supposed to solve the problems for today’s CMOs. Yet, in perhaps the greatest wake-up call for the competitive CMO’s career, we’re seeing a greater focus on revenue that requires a multidisciplinary approach to thrive in today’s competitive landscape.Get out your cross-trainers! To deliver and win in today’s environment, the CMO must be a sales strategist as well as a media, advertising, content, data, product and technology expe…

Demand gen tunnel vision: Why your company probably needs to invest in branding

If you’ve been in the B2B marketing business for fewer than 15, you’ve been operating in the first generation of data-driven marketing’s golden age. The internet and the tools we use to leverage it give us the ability to be more fact-led than ever.And yet, despite the huge proliferation of powerful enablers, there remains a reality we should stay cognizant of: As human beings, we’re prone to ignore things that are not right up in our face.Right now, for example, many companies are clearly neglecting their brand presence in their market. As a direct result of this neglect, all their marketing and sales efforts significantly underperform.TechTarget, my employer, just completed a study that demonstrates this clearly in B2B tech. The yet-to-be released research has rejuvenated even my own understanding about the impact of digital “branding” tactics on end-to-end marketing and sales performance.I’ll share a preview of this research, but before I do, let’s look at some of the reasons why ma…