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Showing posts from September 25, 2017
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Instagram hits 2 million monthly advertisers, doubling in six months (again)

For the second time in the past year, Instagram’s advertiser base has doubled in six months.Over the past month, more than 2 million businesses have bought ads on Instagram, the Facebook-owned photo-and-video app announced on Monday. That’s four times as many advertisers as Instagram claimed a year ago and twice as many as it claimed in March 2017 when it crossed the 1-million mark.Instagram is steadily closing the gap on its parent company, which claimed 5 million advertisers as of April 2017.Of course, Instagram’s adoption among advertisers is helped by its parent company’s popularity. Two years ago, Facebook enabled brands to buy ads on Instagram through the same self-serve ad-buying tools they used to buy ads on Facebook. As a result, many Facebook advertisers have also become Instagram advertisers with the click of a button. Asked how many of Instagram’s advertisers were also Facebook advertisers, an Instagram spokesperson said the majority of Facebook’s top advertisers also adve…

Video marketing prep for great holiday results

Summer is officially over, kids are back in school, and it’s time to start diving into holiday planning. Brands can avoid the rush of the holidays by doing some of the legwork now. At Brandlive, my employer, we assembled some of the key details to start considering today — even if your potential holiday video marketing efforts are still a few months out.What would your customers find useful for the holidays?What will resonate with your target customer for the holidays? Will they want to sit back and watch videos or lean forward and participate fully in a live event? What problems do they face, and what video approach would best solve those?Gift ideas and inspirations are great opportunities to give them a way to ask questions and participate in a live video event with real depth and meaning. But if they would just want to see holiday feel-good content, then highly produced video content may be the solution.By anticipating customers’ questions and problems that come with the holidays a…

Sailthru issues a Personalization Index for online retailers

If you’ve been wondering how different retailers rank in their personalization, there’s now an index for that.Personalization provider Sailthru has released its first Retail Personalization Index, scoring customer experiences for 100 US and UK brands between April and August of this year.A brand did not need to be a Sailthru customer to make the list, although 18 were. The hundred were chosen by their brand prominence, retailer type and “known leadership in customer experience innovation and personalization.” The Index also offers a feature where any brand can self-calculate a score by selecting some criteria, although the methodology is more limited than the scoring for the hundred.Sailthru VP of Marketing Jason Grunberg told me via email that his company intends to release an index every year, updated to account for changes in personalization technologies like augmented reality and possibly expanded beyond 100.[Read the full article on MarTech Today.]

via Marketing Land

Even for email, experience is everything

I attended an event for email marketers earlier this month, and it made me… think.In the context of email, I am often focused on the core technology platforms, the emerging email innovation ecosystem and the raw campaign and program numbers. Because conferences often inspire me — and this one was no different in that respect — I started to think more about email as a channel. And what I came away with was the idea that the experience of email really could and should be better.Email is an addressable mediumWhile it’s obvious when you dive deeper, sometimes it may not sink in that email is sent to actual people when we talk in terms of “counts” and segment sizes. Through email, you individually address people who have different wants, needs, habits and relationships with your company.When you put it in this context, as opposed to thinking of email as a lever to drive more money from a homogeneous existing customer base, it becomes more of a human medium. This is not to say that you shou…

6 ways the Era of Bots could dramatically change how products are marketed and sold

Let’s assume that software bots continue to proliferate, grow more intelligent and capable, and even generate a bot-to-bot ecosystem, where yours talks to mine and they both talk to brands’.What then?The huge ripple effects on how products are marketed, priced and sold could be the real story, Gupshup co-founder and CEO Beerud Sheth told me recently. His Cupertino, California-based company, whose name is Hindi for “chit chat,” makes a bot and messaging platform for developers.As a parallel, remember if you can (assuming you’re old enough) what the future looked like before social networks, when websites were the reigning dinosaurs. There were projections about how, in a few years, individuals might be talking to individuals directly through computers, maybe using video someday.The tools were the focus, because it was difficult to imagine, say, the rise of cyberbullying, politicians who tweet or viral content. In other words, it was hard to imagine how actual humans and their interacti…

Marketing technology can’t fix a flawed process, says VisionEdge Marketing’s President

Anyone who has spent time talking shop with VisionEdge Marketing’s president, Laura Patterson, will learn quickly that she is a process-oriented marketing leader.“I started my career on the geeky side of marketing, around data and analytics — before we began talking about data and analytics the way we do today,” says Patterson.With nearly two decades’ worth of marketing operations experience, Patterson’s first career role was with Motorola. As a customer relationship manager for the telecommunications company, she spent her days digging into the data of existing customers to identify growth opportunities around customer retention and loyalty.It was at Motorola where Patterson began to understand how data and analytics could drive adoption and help deliver the right kinds of customers. It’s also where she began her love affair with business processes.“Motorola is the father of Six Sigma, which is a very process-oriented approach to business,” she says. She credits being part of Motoro…

The collision between PR, content, and SEO: How to make it work for you

The full power of the digital marketplace was realized less than a decade ago. Suddenly, customers had seemingly limitless access to engage with brands –– to voice their criticisms and critiques, or to become super fans.The importance of a website presence, blogging, social media posts and the other aspects of building an online brand seemed to sound the death toll for traditional communications and marketing strategies, like public relations.However, we are nearing the second decade of the 21st century, and public relations continues to prove itself as an essential element of marketing communications. Like other aspects of marketing, it’s a discipline that has morphed and evolved to fit into the changing digital ecosystem, in which the value of appearing at the top of the search engine results page is arguably equitable with yesteryear’s goal of a front page headline.Brands attuned to these changes and the importance of integrated, hybrid marketing will find that public relations, SE…