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Showing posts from September 5, 2017
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Expand your search marketing knowledge with an SMX Workshop

SMX workshops are conducted by the world’s leading subject matter experts in SEO, SEM, social and digital. Choose from one of six amazing options and join us on Monday, October 23, to attend. All preconference workshops will be held at the Westin Times Square in New York City.Each workshop provides:a full day of in-depth instruction from respected search marketing leaders.an intimate learning and networking experience with like-minded professionals.actionable takeaways that you’ll put to use immediately.Select from one of our six outstanding SMX workshops:Advanced SEO Training: Learn best practices directly from Bruce Clay, the world-renowned SEO industry expert. The Advanced SEO Training course offers a detailed overview of critical ranking and placement techniques to overcome competition for top search engine rankings for desired keywords. Learn more.Certified Knowledge Advanced AdWords: AdWords is at the core of many companies’ digital campaigns. Effective and efficient PPC campaig…

Analyst David Raab: We’ll have self-driving cars before we have self-driving marketing platforms

If you think self-driving marketing platforms are like self-driving cars, analyst David Raab disagrees. (He will be participating in a presentation on “Self-Driving Campaigns” at our MarTech Conference in October.)Self-driving cars, safely maneuvering through every conceivable traffic condition the world can deliver, are further along and essentially exist, he told me recently.But the day when you can say: “Computer, give me a campaign.” Ummm, nope. Not anywhere near there yet, Raab said.The key reason is that they’re not doing the same thing.[Read the full article on MarTech Today.]

via Marketing Land

Add chatbots to your arsenal today: Reap the benefits during the holiday retail season

The buzz around chatbots has been growing to a dull roar. Though consumers have been wary of bots due to privacy concerns and usability frustrations, the next generation of fast-learning, fast-acting chatbots is rapidly being adopted by companies looking to improve customer service and lower operational costs. In fact, Gartner estimates that by 2020, 85 percent of customer interactions with a company will be carried out without any human interaction.In just a short time, retailers and customers alike will be plunged into the stress, chaos and excitement of the holiday retail season. However, if retailers are smart, this will be the year that they deploy chatbots to change the customer experience and transform the sales game.To reap the full benefits of chatbots during the holidays, retailers must start reinforcing their current customer care funnel with bots today, leaving time to work out the kinks and ensure that these machines are truly intelligent before the madness of the season …

Applause CMO: Digital tech continues to change how customers are acquired and kept happy

Before digital, the marketer’s role was pretty clean-cut: Tell people about the product and get them to buy it.Post-purchase, maybe you’d get a warranty card, Applause CMO Charlie Ungashick told me. His company offers customer experience testing for software products.Now, he said, “as physical products are becoming digital, there’s a new relationship with the buyer,” whether B2B or B2C. Marketers, along with customer service, are providing a continuing stream of content and communication with the customer and have the added responsibility of keeping in touch.But it’s not just when there’s some constantly updated software component in the product, like a printer that reports back to the manufacturer your need for new ink cartridges or a smartphone that receives updates and notifications. More and more, all kinds of products are getting wrapped in a digital framework of continuing offers, service, updates, warranties, tips and other benefits: a girl’s doll that has a website-based commu…

CabinetM CEO says companies do not have a handle on their marketing technology stacks

In 2014, after watching a number of companies with access to great technology still struggle to align their martech stacks with their their business objectives, Anita Brearton and her business partner, Sheryl Schultz, founded the marketing technology management platform, CabinetM.“We had this huge explosion of new technology in the market landscape, and people started buying technology willy-nilly without any strategy behind it,” says Brearton, “Before you knew it, organizations had tons of technology that they were trying to get their arms around. That was the genesis of CabinetM.”Brearton says her company has spent the last three years building a platform focused on helping organizations manage the technology they have and determine the technology they need. In doing so, CabinetM now has a database of more than 70,000 martech products.As companies construct their marketing technology infrastructure on CabinetM, annotating their stacks with information about how they are using the di…

Google Search Console: What the latest updates mean for marketers

Google Search Console has long been a go-to platform for SEOs on a daily basis.It provides invaluable insight into how people are finding our websites, but also allows us to monitor and resolve any issues Google is having in accessing our content.Originally known as Google Webmaster Tools, Search Console has benefited from some significant upgrades over the past decade. That said, it is still far from perfect and few would argue that it provides a complete package in its current guise. A raft of industry updates, particularly those affecting mobile rankings, has left Search Console’s list of features in need of an overhaul.Therefore, Google’s recent announcement of some ongoing and upcoming changes to the platform was very warmly received by the SEO community. These changes go beyond the cosmetic and should help site owners both identify and rectify issues that are affecting their performance. There have also been some tantalizing glimpses of exciting features that may debut before th…

Four ways to spot AdWords account trouble early

With a constant stream of new capabilities in AdWords, and with the multitude of settings to manage, it can be daunting to stay on top of it all, especially when managing more than one account, or when your job entails more than just doing AdWords. Luckily, there are some simple ways to spot trouble early on and prevent an account disaster. I’ll share some of my favorites here.Use the change history in AdWords Alpha to spot a lack of activityOne sure sign that your account may be headed for trouble is that it’s undermanaged and not optimized on a regular basis. AdWords Alpha makes it much easier than the legacy interface to see how actively an account is managed. Unlike the change history in the old version of AdWords, AdWords Alpha highlights the overall number of changes right at the top, broken out by type.The new AdWords Change History view includes a table summarizing how many changes of each type were made in an account. When evaluating changes, be sure to look beyond the totals,…