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Showing posts from November 1, 2017

3 ABM themes to expect at Dreamforce 2017

Every fall, over 100,000 people descend on a three-block radius of San Francisco to shut down traffic, annoy the locals and turn the normal 30-minute wait for Philz into a two-hour shuffle through hell. Just kidding. I love Dreamforce. Seriously. The crowds are massive, the content is overwhelming, and the wait for a beer is endless, but there are amazing experiences to be had.This year’s Dreamforce, taking place November 6-9, has the chance to be the best one yet. Why? Well, for starters, Salesforce has really been leaning into B2B and Account-Based Marketing (ABM).With the launch of Einstein ABM in June 2017, Salesforce has validated the value of the ABM category and established it as a strategy worth investing in. With interest in ABM increasing, it makes sense that Salesforce will be amping up the amount of ABM content available at Dreamforce. Here are a few themes you’ll likely see throughout the week:[Read the full article on MarTech Today.]

via Marketing Land

The ever-growing local search universe

For those who missed it, Whitespark’s overhaul of the US Local Search Ecosystem interactive tool was recently released, and it does a fantastic job of showing how vast and complex the search industry has become. The ecosystem visualizes the web of search engines, data providers, publishers, directories and other businesses that use local data about businesses to power one simple action that people do every day: search online.For example, the infographic identifies Infogroup, Acxiom, Neustar/Localeze and Factual as the primary data aggregators, which collect and validate location data from businesses and share that data with publishers such as Apple, Bing, Foursquare and Google. (I refer to data aggregators and large publishers collectively as data amplifiers because they share a business’s location data not just directly with searchers, but also with other apps, tools, websites and businesses that, in turn, reshare that data to people across the digital world.)In Whitespark’s words, t…

SmartCommerce brings the impulse-buying experience online for CPG brands this holiday season

With Black Friday only four weeks away, most online retailers already have their holiday strategies in place, aiming to pull as many e-commerce dollars as possible between now and the end of the year. And while most online shopping this season will center around gift items like toys, electronics and clothes, CPG brands will also be vying for their own slice of the holiday e-commerce pie.Consumer packaged goods (CPG) — products you would normally pick up at the grocery store — are not the first thing consumers consider when making out their list of online purchases for the holidays, but online buying trends for CPG markets are changing.As more stores offer “click and collect” options (buy online and pick up in-store), and more CPG brands open up to selling on Amazon, consumers are adding more CPG products to online holiday shopping lists.According to 1010data’s “Online CPG Industry Report,” released back in March, online CPG sales grew 36 percent between 2015 and 2016, reaching $10.4 b…

How to scale local events

There’s no universal tool for finding local events. Many a startup has tried and failed, and now, Facebook and Google are competing to be the go-to app for “what’s happening around town.” For consumers, Facebook Events seem to be pulling ahead, but for marketers, who need a few months’ advance notice for local event sponsorships, the News Feed isn’t enough.In this article, I’ll outline the benefits of local events sponsorship and how your team can select local events for one-off campaigns or at-scale.Why events?Events, especially smaller opportunities, are inherently local: the town festival, the PTA picnic, even small-scale film festivals and book fairs. Attendees are both regional and members of a key audience — parents, middle- to high-income appreciators of the arts and so on.It’s not surprising, then, that event sponsorships are highly beneficial, but also highly cumbersome, for local marketers.The work behind building a successful event sponsorship is different from the process …

What is keyword clustering, and who cares? (Hint: you should!)

Are you still optimizing for “keyword strings”? You are not alone!The problem is, the industry is moving on, so don’t fall behind and learn to implement a smarter approach to keyword research: Keyword clustering.Single-keyword SEO has been a staple for a long time. Remember how we used to have a separate page for every tiny variation of a keyword? At that time we’d optimize for [restaurants in Italy] and [Italy restaurants] using two different pages, one for each keyword string. It is how we all probably got our start and saw (and still see) our traffic flourish and ranking climb.It was a fun time, but deep down I am glad it has passed.Google’s search algorithm has outgrown that method of optimization. Sure, it may still work. In fact, most of the newest and most popular WordPress SEO plugins are still based on that “single-string” method, so most bloggers rely on it. But the more sophisticated algorithms expanded beyond the scope of a single-topic focus.Even keyword research that fin…

Amazon gets top net-promoter score among SMB vendors according to survey

There are literally hundreds of companies, publishers and agencies trying to sell digital marketing and other services to US small businesses (SMBs), which represent more than 95 percent of all US businesses. But the market is mostly opaque to these small companies.There’s almost no place that SMBs can turn to get objective information about service providers and their performance. Sure, you can search on “company name” and get some information, but it’s pretty hit or miss.Business networking site Alignable is trying to remedy that by collecting net promoter score (NPS) data from its SMB user base. It regularly polls thousands of its members about their perceptions of dozens of brands. For better or worse, it doesn’t require respondents to be verified customers.Ultimately, Alignable aims to be a marketplace where business owners can respond to one another’s questions and ask for referrals.For the past couple of years, the company has been producing a quarterly Small Business Trust Ind…

How to Create Personalized Documents from a Google Spreadsheet in Minutes

Introducing Document Studio, a powerful Google add-on that lets you effortlessly generate documents and reports using merge data stored inside Google Sheets. It can also create documents with live data from Google Forms submissions. The generated documents can be automatically sent inside personalized email messages using built-in Mail Merge.There’s zero learning curve and you can work inside the familiar Google Docs environment. The documents can be produced in PDF, Word, Excel, PowerPoint and several other formats. The generated files are uploaded to your Google Drive, they can be instantly shared and there’s also an option to send files directly to the printer via Google Cloud Print.The uses cases are endless. Businesses can streamline workflows and send professional looking invoices to customers. A school teacher can print individual exam certificates of every student in her classs. An instructor can generate personalized training handouts for attendees.Getting Started with Docume…

Marketing Day: The impact of ad blockers, Facebook Dynamic ads for Travel campaigns & more

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:The ROI of recommendation engines for marketing
Oct 31, 2017 by Daniel Faggella
Recommendation engines are a powerful tool for Amazon, Netflix and more. Columnist Daniel Faggella takes a look at the benefits of recommendation engines and explains why marketers should be paying attention.Connect with your audience across multiple channels and at scale
Oct 31, 2017 by Digital Marketing Depot
Consumers are bombarded by hundreds of competing messages every day, many of which lack any specific relevance to them. As they become more and more fatigued from this excess noise, consumers are becoming more adept and emboldened to tune out all of a brand’s marketing efforts if they miss the mark.E-commerce brands boost Facebook ad spend as CPMs, CPCs rise but CTRs dip
Oct 31, 2017 by Tim Peterson
In Q3 2017, online retailers increased the amount of money t…

13 outdated SEO tactics that should terrify you

As we approach Halloween and our Netflix queues again fill up with all manner of spooky, startling and downright horrifying monsters, I’m reminded of another kind of monster we should all be afraid of: outdated SEO tactics.These tactics range from harmless but ineffective (like Casper the Friendly Ghost) all the way to completely devastating (like Freddy Krueger). And much like the bad guy in so many of the horror movies we all grew up watching, these tactics never seem to die, despite common sense, SEO professionals, and even Google warning people away from them.So today, we’re going to delve into 13 outdated SEO tactics that you should be terrified of and avoid at all costs.[Read the full article on Search Engine Land.]

via Marketing Land

How to ensure your external PPC account audit isn’t a waste of time

If you run a PPC agency, you’ll know it’s not that unusual for clients to occasionally bring in an outside auditor to review their PPC accounts.Sometimes, your client will let you know in advance; sometimes, you’ll find out when you see a request to access the account.And sometimes, you won’t find out until after the fact, when the final report is forwarded to you for discussion!I completely understand why some clients like to have an outside audit of their PPC accounts. For some companies, it’s simply part of their due diligence. For others, an executive will come up with the idea and push it through. And for some, it’s impossible to resist the allure of a “free” audit.I can also understand why clients might hesitate to inform their PPC agency of their decision. They might feel embarrassed or uncomfortable about the situation. Or they may feel ambivalent about the audit itself.In some cases, it may be that the client doesn’t trust the agency not to do some quick “fixes” in anticipati…

The ROI of recommendation engines for marketing

Netflix’s long list of suggested movies and TV shows is a fantastic example of a personalized user experience. In fact, about 70 percent of everything users watch is a personalized recommendation, according to the company.Getting to that point hasn’t been easy, and improving on its recommendation system is an ongoing process. Netflix has spent well over a decade developing and refining its recommendations.In 2006, it launched the Netflix Prize to search for machine learning experts who could improve its previous algorithm. A team of algorithmic scientists bested the company’s algorithm by 10 percent — a small percentage, you may think, but it was convincing enough for the company to expect huge improvements in the future. The team’s efforts earned them a $1 million prize.Recommendation engines can help marketers and organizations increase the likelihood of arriving at recommendations tailored to a user’s past online activity or behavior using in-depth knowledge based on big data analy…

Connect with your audience across multiple channels and at scale

Consumers are bombarded by hundreds of competing messages every day, many of which lack any specific relevance to them. As they become more and more fatigued from this excess noise, consumers are becoming more adept and emboldened to tune out all of a brand’s marketing efforts if they miss the mark.In fact, a recent study showed 94 percent of consumers have discontinued a relationship with a brand after receiving irrelevant messaging.Growth marketers must create “omni-channel relevance” by creating one-to-one personalization that is consistent across all channels and at scale. Inside the Growth Marketer’s Playbook from Iterable, we walk through each of these channels — email, direct mail, mobile, web push and social media — and discuss best practices for captivating your audiences, activating your data and automating intelligent campaigns.Visit Digital Marketing Depot to download “The Growth Marketer’s Playbook to Achieving True Omni-Channel Relevance.”

via Marketing Land

E-commerce brands boost Facebook ad spend as CPMs, CPCs rise but CTRs dip

If the third quarter is a warmup exercise for e-commerce advertisers plotting their fourth-quarter spending spree, then it should be a happy holiday season for Facebook.E-commerce advertisers, on average, spent 20 percent more money on Facebook ads in the third quarter of 2017 than they did in the same period last year, according to a report published on Tuesday by Nanigans, a company that provides software for brands to automate their Facebook ad buys and that is a part of Facebook’s Marketing Developers program. A Nanigans spokesperson declined to say how many advertisers were included in the study.While e-commerce brands are pushing more money into the social network in general, they are particularly purchasing more mobile video ads and retargeted ads from Facebook. These marketers spent, on average, 40 percent more money on Facebook’s mobile video ads in Q3 2017 than in Q3 2016. And the share of their ad spend that went to Facebook’s Dynamic Ads — its product catalog-promoting ad …