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Showing posts from November 28, 2017

Bpm’online has a built-in advantage for complying with GDPR

If you’re trying to update your platform for the upcoming General Data Protection Regulation (GDPR), there’s one thing that’s very handy to have: A business process engine.In fact, business process management is the meaning behind the first three letters in Bpm’online’s name, indicating the importance of such an engine to this process-oriented customer relationship management (CRM) platform for B2B and B2C marketing, sales and customer service.Founded in Kiev, Ukraine, in 2002, the company expanded to the US and elsewhere and is now headquartered in Boston, although R&D remains in its former hometown.[Read the full article on MarTech Today.]

via Marketing Land

Why writing style matters for social and content marketing

I entered marketing as a career relatively late in life. While I rue not having discovered this wonderful world earlier, one of the things I don’t regret is how useful almost all my previous work experiences were to molding my success as a marketer. And of all those experiences, the most valuable has proven to be my years teaching English literature and composition to middle and high schoolers.Why? Because at its most fundamental level, marketing is communication. Marketing is successful when a message is transmitted from a business to a consumer — and that message not only resonates with the consumer but moves her or him to action.Many skills from the study of written composition contribute to effective message communication for marketing, but I think one of the most overlooked is writing style.Keep up with all the developments in interactive marketing! Why style?If I just said the word “style” to you out of the context of this site or article, chances are the first association you wo…

Registration for MarTech is open!

MarTech returns to the West Coast on April 23-25 with martech experts, awesome keynotes and an expanded Expo Hall experience that drops you directly into the center of the martech landscape!As the industry matures, 2018 brings more change and innovation. Increasing martech adoption is impacting marketers in diverse areas such as marketing automation, machine learning and AI, analytics, customer experience, mobile and social media. Even more transformational technologies, such as augmented reality and blockchain, are coming online. Marketers must stay ahead of the curve to keep up with new and existing customer expectations or risk being left behind.If you’re passionate about redefining customer experiences, save the date to join us at MarTech in San Jose, California.Lock in best ratesReserve your seat today at the lowest conference rate available. Your All Access Pass will cost just $1,595, a $500 savings compared to on-site rates. You’ll get the complete MarTech experience: full acce…

How a work detox led Jones Soda CEO to a path of business enlightenment

Jennifer Cue’s path the CEO role at Jones Soda reads like a best-selling memoir. She began with the craft soda brand in 1990 as a board member, and then transitioned to vice president of business development, CFO, and eventually COO during her first 11 years — and then she left.“The company was profitable. It was growing in revenues, and we achieved a NASDAQ listing,” says Cue. But in the middle of all of its success, the executive says she had become a workaholic along the way.“My personality was so used to do, do, do — as a lot of people’s are, we’re conditioned that doing, doing, doing is better.”At the time, Cue says she was also at odds with the new strategic direction of the company. She felt she needed to get away and began considering a work detox.“I said okay, it’s time for me to take a break — and I moved to Paris.”[Read the full article on MarTech Today.]

via Marketing Land

How to amplify your content marketing with influencer-driven writing contests

The purpose of a content marketing campaign is almost never a boost in sales: People who want to consume and share information rarely intend to buy. Content marketing is mostly about influencing the influencer, i.e. those people who can impact your customers’ buying decisions.Hence the most effective content marketing strategy is the one that involves influencers, especially influencer-driven content.According to the ANA surveyfrom Linqia, 57 per cent of marketers report that influencer-driven content outperforms brand-created content:Influencers are people who have already earned your consumers’ trust, hence influencer-created content is more trustable than brand-created contentNaturally, people prefer to engage with people rather than brands, hence influencer-created content triggers more audience engagement than brand-created contentWith the above in mind, it’s obvious that influencer-driven content results in higher ROI – and also thanks to the fact that it spreads easier using th…

20 Smart Ways To Get More Subscribers on YouTube in 2017

Video content is leading the way in the content marketing scene (as of 2017). YouTube is currently the leading platform for video blogging (vlogging), video sharing, and video marketing. It is a free platform offered by Google, and many (including me) love it.Facebook and Twitter have recently stepped into the video marketing game, but they still fall way short of having the kind of impact that YouTube has.Popular: How To Start Making Money from YouTube using FamebitIf you currently have a YouTube channel, you must be wondering how you can get more YouTube subscribers, and how you can increase the reach of your YouTube videos.With over a billion unique YouTube visitors per month, there is a large potential audience for every uploaded video. Whether it’s a video of someone performing a prank or a video of a fashionista’s summerwear review, YouTube is the go-to platform for video consumption.With a whole new lot of YouTube stars on the rise, it is definitely a platform to be considered …

Coming to terms with fake reviews

Consumers overwhelmingly expect the reviews they peruse on Amazon, Yelp, Google and other review sites to be trustworthy, neutral and objective. But this reasonable expectation is frequently thwarted by the efforts of aggressive marketers who pay third parties to create phony reviews in exchange for compensation or incentivize existing good customers to leave reviews with discounts or free products or services.These deceptive practices — termed “opinion spam” or “sock puppetry” — are a form of information pollution with multiple victims. Opinion spam blinds the consumer to the truth and poisons the reputation of the review site where the fake review appears. When detected, it may subject the marketer and/or opinion spammer to criminal and civil penalties.Unfortunately, opinion spam — despite the best efforts of review sites to control it — appears to be a permanent, intractable feature of the e-commerce and local business information ecosystem.[Read the full article on Search Engine L…

2-step methodology for dealing with PPC performance downturns

The most important thing I’ve learned from my 15 years of PPC experience is that sooner or later, account performance will take a downturn. When that day comes, we must be prepared to deal with the consequences of performance not meeting expectations. These consequences could range from stakeholders losing trust in your abilities to receiving ultimatums to “fix performance or else,” and worst-case scenario, someone else being brought in to take over the paid search program you’ve spent so much time and energy building.Performance downturns can be very stressful and put you on the defensive. However, having a solid methodology for responding when performance is bad can help instill confidence that you have what it takes to turn a negative performance situation into a positive one.This article discusses a two-step methodology for confronting underperformance in a way that helps you garner trust with your stakeholders and instill confidence in your ability to manage PPC accounts through …

Marketing Day: Black Friday by the numbers, Tumblr CEO steps down & Facebook’s ad principles

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:Black Friday by the numbers: Another year of e-commerce records
Nov 27, 2017 by Amy Gesenhues
Data from Adobe, Monetate, Rakuten Marketing, Salesforce and Shopify shines a light on Thanksgiving and Black Friday weekend sales activity.Tumblr founder David Karp steps down as CEO, COO Jeff D’Onofrio takes over
Nov 27, 2017 by Tim Peterson
The microblogging platform’s business has struggled since selling to Yahoo in 2013.Facebook outlines its advertising principles to show it has them
Nov 27, 2017 by Tim Peterson
After being criticized for the ways its ad platform can be misused, Facebook has responded by listing the principles governing its use.4 killer tips to help you spy on your competitors during the holidays (and after)
Nov 27, 2017 by Ryan Phelan
As the holidays kick retailers into overdrive, now is the perfect time to discover what your com…

CMO audit series, Part 6: Analytics

No marketing department has an unlimited budget. The money question for us (pun intended) is “How can we best allocate budget to convert and keep the highest-value customers?” Marketing analytics is rapidly evolving to answer the money questions and help marketing leadership make better investments.Over the last few years, analytics has grown in sophistication in a lot of ways. On the customer side, it’s changing in terms of how much data we can capture on our customers, our ability to connect them across devices and channels and visibility into what drives them through the funnel.From an internal standpoint, marketing analytics is evolving to require less technical heavy lifting: Where we used to rely on engineering or IT to add tags that could take up to six months, depending on workload, now there are new tools that, once implemented, allow marketing teams to facilitate changes unassisted.Let’s break down the top areas of focus for analytics. I’m going to walk through what they are…

Black Friday by the numbers: Another year of e-commerce records

Across the board, the numbers now in from several reports point to a strong online kick-off to the holiday shopping season.After predicting holiday e-commerce revenue will reach a record-breaking $100.7 billion by year’s end, Adobe reports Black Friday online retail sales reached $5.03 billion — up 16.9 percent over last year.“Adobe predicted $5 billion in spend for Black Friday. This holiday season to date (November 1-24) shows $38.3 billion in online shopping revenue, 17.8 percent growth year-over-year. This is just over Adobe’s prediction by $0.7 billion,” says Adobe in a news release announcing its holiday weekend findings.Tracking 80 percent of online transactions of the largest 100 US online retailers, Adobe says $7.50 of every $10 spent online goes through its system.On Black Friday, Adobe says that 54.3 percent of retail website visits and 36.9 percent of revenue happened on a mobile device, with conversion rates for tablets up 13 percent year over year, and smartphones up 16.…

Tumblr founder David Karp steps down as CEO, COO Jeff D’Onofrio takes over

Remember Tumblr? You’d be forgiven for having forgotten. Ever since Yahoo acquired the microblogging platform for $1.1 billion in May 2013, Tumblr has tumbled out of the zeitgeist. Four years after the acquisition, Tumblr remains, though its founder will not.Tumblr founder and CEO David Karp is leaving the company, and its president and COO Jeff D’Onofrio will replace him, a spokesperson for Verizon’s Oath, the division that houses Tumblr, confirmed on Monday. The New York Times reporter Mike Isaac reported the news earlier on Monday through Twitter.“David Karp will depart Oath by the end of the year. David founded Tumblr ten years ago as a space for the world’s creators, and we thank him for his commitment and passion driving the growth of the platform to almost 380 million blogs and over 155 billion posts. Going forward, Jeff D’Onofrio, President and COO of Tumblr, will continue to lead the team,” the spokesperson said in an emailed statement.“I beg you to understand that my decisio…

Facebook outlines its advertising principles to show it has them

Over the past year, Facebook’s advertising business has been derided for many reasons. For being used by Russian entities to attempt to sway last year’s US presidential election. For enabling discrimination against minorities, a violation of federal housing law. For offering ways to target ads to self-identified members of hate groups. And then there are the myriad measurements errors the company has disclosed.After all the light shed on the dark side of Facebook’s ad business, the company is trying to shift the spotlight to the bright side, countering the examples of how its platform can and has been misused with an itemized list of how the company governs its use.In a company blog post published on Monday, Facebook’s VP of ad products, Rob Goldman, laid out the social network’s advertising principles. “While the world and our services are always evolving, we thought it would be helpful to lay out the principles that guide our decision-making when it comes to advertising across Faceb…