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Showing posts from October 11, 2017

Why it pays to skip the form (and embrace chat)

Most of us know that first impressions are important, and although we don’t like to think that we judge a book by its cover, we often do intuitively because it helps us makes decisions.This surface-level approach to first impressions is particularly true when it comes to dating and marketing — two things that are actually more related than you think.Whether you’re single or in a relationship, we’ve all seen that guy at the bar who skips the small talk and immediately asks for a girl’s number. Not only is this incredibly rude, but he’ll likely make the girl uncomfortable and unknowingly scare away any other potential mates.Now think about the last time you encountered a form on a site. Oddly similar, right?For most brands, requesting prospects to opt in before they receive anything is commonplace, but for no fault of their own — an email address is a tangible KPI. However, just because you’re suddenly sending your content to a much larger contact list doesn’t mean you’re getting the ri…

The new CMO role in digital commerce

As a regular Marketing Land reader, you couldn’t miss the constant drumbeat of bad news for traditional brand marketing over the past 12 months. Unilever pulling billions from its advertising budget. Procter & Gamble doing similar cost-cutting. WPP reporting substantial losses. Data showing consumers turn to their phones rather than watch TV commercials.There’s a fundamental shift in how marketing leaders in every vertical need to think about restructuring their teams, resources and goals. P&G, Unilever and others see their category leadership at risk, and they are supplementing their long-standing branding chops by aggressively incorporating digital commerce acumen and leadership.The catalyst to this shift is a changing retail landscape that favors digitally minded, agile companies that can speak to consumers relative to these new buying journeys.What you need and where to lookSo, what does it mean to be a CMO who also leads digital commerce? What are some of the common skill…

Live from Facebook-owned Oculus’s annual VR conference: Day 1

Virtual reality has largely remained stuck in the future, posing a dilemma for marketers. But Facebook-owned VR company Oculus is expected to bring more of that future to the present at its annual developer conference, Oculus Connect, which kicks off on Wednesday in San Jose, Calif.Below is our live blog of the event’s opening keynote, which starts at 1 pm ET/10 am PT.

via Marketing Land

Adelphic adds digital-out-of-home to its repertoire

In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic.Adelphic was born as a mobile-focused ad DSP, but it had added desktop, tablet and connected TV by the time of the acquisition.Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH). The inventory comes from Clear Channel, which offers mostly digital billboards, and Captivate, which mostly has screens in elevators, bus stops and similar locations. The private marketplace is provided by Rubicon Project.[Read the full article on MarTech Today.]

via Marketing Land

Here’s how Marketo sees its new ContentAI

The Marketo logo How does Marketo’s recently released ContentAI differ from its previous content recommendation?Group VP Matt Zilli told me that the previous version, launched several years ago and also employing artificial intelligence, recommended B2B content based on a handful of visitor attributes, like whether they had visited the website before, the user’s location or the user’s company, the latter based on IP address matching. The suggested content was based on the kind of content that had generated the highest conversion for that visitor segment.A subsequent incarnation, he noted, added content recommendation for emails, as well as a few more targeting attributes.“But those two solutions were just better distribution of content,” he said. “They didn’t help marketers understand what was working.”[Read the full article on MarTech Today.]

via Marketing Land

Twitter announces what’s ‘Happening Now’ for sporting events, and plans for a bookmarking feature

Two helpful new features are making their way to a Twitter feed near you. One will help with cornering the real-time market, and the other will help with the overall user experience.“Happening Now” is launching with sporting events and will make it easier to find tweets about events happening in real time. Bookmarking, also dubbed Save For Later, has been announced and planned, but it hasn’t been rolled out to the masses.Happening NowTwitter Moments were met with mixed reviews, but they truly are an important element for the social network for less regular users. Twitter is hands-down the go-to source for real-time, and tying Tweets to a source/event is where Twitter really shines. With “Happening Now,” Twitter will be pulling in current hot topics — at the top of the news feed. Hardcore Twitter users may find this excessive, but it does make sense. There isn’t a better source for live data, and a more casual user may well embrace the change. The end result (shown below) is a hybrid …

This startup used blockchain to raise $15 million for a blockchain-based ad network that pays users

This week, a Boston-based company reached its $15 million funding goal to develop a blockchain-assisted platform to store user profiles for advertising that pays users and for lenders who issue micro-loans.Founded in 2016, AirFox currently has two main efforts, one in the US and one in Brazil. The $15 million funding was raised via a blockchain-based ICO (or initial coin offering) from 2,500 backers.The one in the US is a non-blockchain platform that is licensed to two US-based wireless networked carriers, Life Wireless and Kroger Wireless.For Android subscribers to those carriers, random user actions on a smartphone — such as every fifth device unlock or every third phone call — trigger the display of an ad from AirFox, via its integration with various ad exchanges.The user gets credits for ad impressions, and those credits can be used to add up to 500 megabytes to the monthly data ceiling. A plan with a ceiling of one gigabyte of data per month, for instance, might be increased by 1…

The rise of the customer data platform as marketing’s ‘central nervous system’

In all the talk about marketing technology stacks throughout the sessions held during our MarTech Conference in Boston last week, several themes emerged. One of those themes was around the question of centralization, tool connectivity and the rise of customer data platforms (CDPs) becoming the heart of the tech stack.Doc Martens VP of Digital & E-commerce Kyle Duford refers to his company’s CDP as “the central nervous system” of its marketing corpus. “Everything runs through that one platform,” he told the audience. The brand uses custom mapping techniques for IDs, and “Lytics is linked in to everything” else in the stack.Cate Twohill, senior director of technology solutions at Boston’s public media outlet, WGBH, discussed the central role RedPoint Global’s customer engagement platform plays in the media group’s donor marketing efforts. The platform “provides a single point of execution across all channels,” she explained, including direct mail and email campaigns.With direct mail…

What is HTTP/2 and how does it benefit SEO?

The HTTP/2 protocol was published in 2015 with the aim of creating a faster, more secure Internet. Adoption has been gradual and is ongoing, but there are clear benefits for marketers who make the upgrade. So what exactly is HTTP/2 and how does it affect SEO?The variety and quantities of information transferred on the Internet have changed dramatically in the past decade. Content formats are larger and more complex, mobile usage has increased significantly, and there is a growing global population of Internet users on a daily basis.It is within this ever-changing landscape that a group of developers built SPDY (pronounced ‘speedy’, aptly enough), to build on the syntax of the original Hyper Text Transfer Protocol (HTTP).As the name suggests, SPDY was developed with the core aim of finding faster ways to transport content on the Internet that would reduce page load speeds. SPDY was primarily developed by a group of Google engineers and it provided the platform for HTTP/2, towards which…

4 (not so) ordinary conversion elements you may be abusing

The website conversion process starts with driving traffic to your site, but not just any traffic — it needs to be targeted traffic. That’s a small, but crucial, detail.What’s the danger of “untargeted” traffic? Well, for one, it’s a huge waste of time and resources. And two, if the search engines are paying attention (and they are), the untargeted traffic leaving your site can have an impact on your search engine rankings.Untargeted traffic is lose-lose.But let’s get back to the good kind of traffic. No matter what form of online marketing you are engaged with, all of them should have a primary goal to drive targeted traffic to your site.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing and culture: The key drivers of growth

At the recent MarTech Conference in Boston, I got a chance to sit in on the opening morning’s fireside chat between Dun & Bradstreet Chief Marketing Officer Rishi Dave and conference chair Scott Brinker. One of the main points of their discussion was how data should underpin all things marketing within an organization. That includes branding, marketing, culture, and of course, the marketing technology stack itself.It’s no accident that data and marketing have joined together within the ever-evolving consumerized environment.With the increased emphasis on customer experience in business and marketing, the art of storytelling in marketing communications has evolved to blend seamlessly with the science of data-driven digital analytics.[Read the full article on MarTech Today.]

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6 ways IoT will make local search for SMBs scalable

In an age of artificial intelligence (AI), the Internet of Things (IoT) may seem like yesterday’s news, but, of all the technologies currently developing, it has the greatest potential for near-term changes that affect local search.While it remains murky how AI will benefit agencies, IoT is reaching a critical point in adoption and maturing to a stage where it provides actionable data. Or, as Brian Buntz with the Internet of Things Institute stated, “The IoT is about to shift into ludicrous mode.”[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Snapchat Context Cards, Facebook and iOS 11, Social Video Myths

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:Snapchat’s Context Cards turn Snaps into location-based search queries
Oct 10, 2017 by Tim Peterson For venues tagged in Snaps, people will be able to view the address on a map, book a reservation and hail a Lyft ride.What email marketers should know about iOS 11
Oct 10, 2017 by Kyle Henderick Just a few weeks after the official release of Apple’s iOS 11, columnist Kyle Henderick discusses how marketers should respond to changes the new mobile operating system brings to the Mail app.4 myths about video social media marketing, debunked
Oct 10, 2017 by Jordan Kasteler Social video is here to stay, but sometimes it’s hard to separate fact from fiction. Columnist Jordan Kasteler helps you steer clear of some of the more widely circulated myths associated with social media marketing with video.Apple’s anti-tracking tool restricts Facebook’s ability …