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Showing posts from January 5, 2018

Madison Logic becomes bidirectional with marketing automation by integrating with Marketo

New York City-based Madison Logic tracks “intent signals” from corporate users — as well as technographics, cross-device IDs and marketers’ first-party data — and then uses those signals for the targeting of ads or content to their interests.For instance, two people from the same company may download a white paper about a new kind of cloud-based content management system from a website in Madison Logic’s consortium. Those users are tagged with a cookie, or their mobile device ID is recorded.Madison Logic can then deliver ads to either of those people when they show up on another participating website, or they can help target custom content from a website. The idea is to target ads, content or emails to corporate execs based on what their company has been actively researching.Today, Madison Logic is launching the first integration for its ActivateABM account-based platform with a marketing automation platform, Marketo’s Engagement Platform, the two companies told us exclusively.[Read t…

Frito-Lay CMO says marketers need a listen-first mentality to be successful

Jennifer Saenz began her career as an intern with Frito-Lay more than 12 years ago. She worked her way through the ranks, and in March of 2016, she was named CMO.“The role is pretty comprehensive. It oversees all of our advertising and media across all of our businesses,” says Saenz. “Our innovation pipeline, consumer insights and category management. And then an in-house creative agency and programmatic media desk — so it’s pretty much soup-to-nuts marketing.”Saenz says her career trajectory within the company from intern to CMO was an exciting arc, and, because of it, she is able to tell her team that it often feels as though she has held every single role within the brand’s marketing organization.“What has been very interesting is how the media landscape and marketing approach has evolved over time,” says Saenz.The CMO says the brand has become much more sophisticated during the 12 years she’s been with the company, while at the same time, the amount of available consumer behavior…

The 2018 content focus challenge

It’s that time of year again — the holidays are over, we’re into a new year, and most of us are either back at work or heading there very soon. As we move into 2018, many marketers will be reviewing their programs’ performance from last year and adjusting strategies for this year — maybe even setting goals or resolutions for their businesses.A discussion over the holidays within a social group made me think a lot about how I want to approach my business in 2018, and I thought the ideas might help you, too.Rather than setting New Year’s resolutions that are so often broken, the group talked about choosing a focus term for the new year. Some knew immediately what their new word would be, based on what they were struggling with or wanting to improve. Others weren’t as sure and needed time to consider options.While this exercise was initially for our personal lives, I realized it would apply well to my business and content marketing. So, I followed through with the same activity for both …

6 AdWords metrics you should optimize for better ROI

Google AdWords plays an important role in the success of businesses, and companies should optimize their AdWords campaign to the greatest possible extent.This is often easier said than done, however, because running such a campaign can be a time-consuming and expensive process.But there is a way to achieve this despite a limited budget and resources, and it involves focusing on the right metrics instead of all of them, and making the right tweaks to optimize AdWords campaigns.Wondering how you can figure out the “right” ones? Well, we’ve done away with all the complex analytics and numbers, and hand-picked six choice AdWords metrics that can help you achieve better return on investment (ROI) by:Getting you more clicksOptimizing landing pagesDecreasing cost per acquisition.Take a look at the list below:1. Quality ScoreThink about the keywords you chose – are your ad and landing page relevant enough compared to them? Look at the Quality Score to figure out the answer. Use this metric to…

Blog Plan For 2018 – A Shouter’s Chat Recap

Blogging is not a difficult task. However, blogging on a regular basis can be rather tricky. For writing a blog post with an aim to attract more readers, a detailed research on the topic of discussion is of utmost importance.For running a blog successfully, you need an excellent blogging strategy in place which you can follow throughout the year. You need to make a strategy that works for you, one that helps you increase your:Social media readers.TrafficSubscribersRevenueWell, how you strategize your blog is entirely your choice. And with a robust strategy in place combined with discipline, it is not difficult to achieve your goals.Therefore, this week’s Shouter’s Chat topic was “Blog plan for 2018″ where we discussed your blog improvement plans for 2018.In this week’s Shouter’s Chat we got to know about different blogging plans and goals of different Shouters from the community.Here is a recap of each question and the top answers by the Shouters.Q1. What frequency for publishing a bl…

Marketing Day: Personalization, privacy regulations & Mark Zuckerberg’s New Year’s resolution

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:Personalization & machine learning in 2018: From comms to content
Jan 4, 2018 by Blaise Lucey
Columnist Blaise Lucey discusses how marketers will need to look toward machine learning and data in 2018 to help them connect with their audiences.How much will privacy regulation disrupt the local search market in 2018?
Jan 4, 2018 by Wesley Young
Columnist Wesley Young covers a growing storm of events that are likely to culminate in substantial regulatory change and analyzes the impact that can have on the local search industry.Mark Zuckerberg’s New Year’s resolution is to solve Facebook’s issues
Jan 4, 2018 by Tim Peterson
“Facebook has a lot of work to do,” company’s CEO writes in Facebook post announcing his 2018 personal challenge.Unite your team at SMX West! Save big on SEO & SEM training with group rates!
Jan 4, 2018 by Marketing Land

Personalization & machine learning in 2018: From comms to content

In a saturated digital landscape where brand blindness is the norm and people see more offers and content in a day than they can even remember, marketers have their work cut out for them. But if there’s one common solution, it’s content so relevant that it’s impossible to ignore.Personalization has been an agenda item for marketers for years, but it’s not easy to achieve. Sure, you can build personas and create marketing campaigns for them. But, as appealing as “Marketer Mark” and “Social Sally” can be in planning meetings, they’re still far too broad to effectively represent an individual’s journey.We’re reaching a point where personalization at the individual level is the only way to resonate with an audience, whether that means a unique offer, a unique experience or a unique message.In an IDC White Paper, sponsored by my employer, Criteo, and called “Can Machines be Creative? How Technology is Transforming Marketing Personalization and Relevance,” analyst Gerry Brown dug into the t…

How much will privacy regulation disrupt the local search market in 2018?

Most marketing professionals don’t give much thought to the regulatory climate. In the US, unlike Europe, privacy laws are largely industry-specific and targeted toward healthcare and financial services. Thus, marketers have largely been able to rely on lawyers to provide privacy disclosures and then go on to business as usual.Yet there are a number of indications that a tipping point may be near, giving way to new regulations that demand significant changes in business practice. These changes can have a disproportionate impact on small and medium-sized local businesses. And varying standards across state lines means that companies with local operations in different states may have to make multiple adjustments.Below, I take a look at the current environment and indicators that major changes are due in 2018. Then I cover seven ways changing privacy laws will impact the local search market.[Read the full article on Search Engine Land.]

via Marketing Land

Mark Zuckerberg’s New Year’s resolution is to solve Facebook’s issues

New Year’s resolutions typically adhere to some form of self-improvement. People pledge to stop smoking, stop drinking soda, stop swearing and so on. Facebook CEO Mark Zuckerberg’s New Year’s resolution is for his company to stop messing up.“Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent,” Zuckerberg wrote in a Facebook post published on Thursday (embedded in full below). “My personal challenge for 2018 is to focus on fixing these important issues.”Many of those issues have concentrated around Facebook’s advertising business. The past year-plus has been littered with examples of how the company’s ad platform can be misused. Russian entities used it to spread fake news and try to undermine the 2016 US presidential election. And it enabled advertisers to skirt race- and age-based discrimination laws, as well as to target hate group…

Unite your team at SMX West! Save big on SEO & SEM training with group rates!

SMX West will be here before you know it! The largest gathering of search marketers on the West Coast is happening March 13-15 in San Jose, California. You’ll get three days of unparalleled SEO & SEM training — more than 60 thoughtfully sequenced, expert-led sessions and keynotes across eight deep-dive tracks.SMX is the place to learn trusted SEO & SEM best practices straight from the experts. Here’s a sneak peek at some of the sessions in store:The Latest In Advanced Technical SEOSuccessful SEO Using Markup & Structured DataAll Google Manual Penalties ExplainedJavaScript & PWAs: What SEOs Need To KnowSEO For Google’s Mobile-First Index & Mobile-Friendly WorldMust-Have Reports For Search AdvertisersUnderstanding Offline Targeting And AttributionCompetitive Research For SEMFaster & Smarter: Moving From Manual to Automated SEM Campaign ManagementAdvanced Audience Targeting & Management TacticsHow To Maximize & Measure Performance On The Google Display Net…

Terminus buys BrightFunnel, adding multichannel analytics to its ABM-targeted ad campaigns

Atlanta-based Terminus, which provides account-based ad targeting, announced this week that it is acquiring B2B marketing analytics and attribution provider BrightFunnel.As a result of the purchase, Terminus CEO and co-founder Eric Spett told me, his company will now be able to offer multichannel analytics and attribution that go beyond its previous analytics, which had been focused on engagement and sales from Terminus-directed display ads.[Read the full article on MarTech Today.]

via Marketing Land

Increase of extortion-fueled reputation attacks points to a need for legal change

You do not have to work very long in Online Reputation Management (ORM) before you run into cases involving people who have been victimized by unscrupulous individuals. These bad actors convince these people to give in to their demands to avoid being ruined online. Cases range from human trafficking victims extorted into prostitution to businesses ordered to pay ransoms to avoid financial ruin.This issue is one of the darkest aspects of the internet, and ironically, it has been facilitated by a portion of the so-called Communications Decency Act (CDA Section 230). It’s time to modify the law to reduce these threats of extortion based on reputation attacks.The US Legislature added Section 230 onto the Communications Decency Act in 1996, specifically to reduce the onus of policing online materials on the part of internet businesses. Section 230 provides internet companies like Google, Microsoft, Facebook, Twitter, Yelp and others with immunity from liability for publishing information p…

New report: Customer Data Platforms doubled over last year

In 2013, analyst David Raab described a new category of marketing data firms as Customer Data Platforms (CDPs).This week, his Customer Data Platform Institute is out with its third report on this space, and it finds that the category has doubled in the last year to more than 50 companies, mostly in the US. The new study, CDP Industry Update 2018,” (registration required) shows a growing category that is beginning to add functions as it expands.A CDP, according to the Institute, is a “marketer-managed system that creates a persistent, unified customer database that is accessible to other systems.” Raab sees it as the “golden record” of customer info, defining what the marketer believes is the true info on a given customer, even though other databases for that brand might initially capture incoming data from the field, such as from customers themselves.[Read the full article on MarTech Today.]

via Marketing Land