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Showing posts from January 19, 2018

Crowd Machine readies its blockchain-aided network for app development without developers

A screen shot from a Crowd Machine video When marketers need an application, they ask the IT department or they hire a developer.If they want an application that utilizes blockchain, such as a smart contract, they go to a developer familiar with that technology.But a startup named Crowd Machine is working to change that. They’re providing an App Studio where any non-technical user can build almost any application — including smart contracts and other apps that are stored on blockchains.[Read the full article on MarTech Today.]

via Marketing Land

Forrester report offers some tips for buyers of business tech

With spending on business technology expected to remain healthy this year, a recent report from research firm Forrester has some advice for CIOs and others buying business tech.First of all, says VP and Principal Analyst Andrew Bartels in “The Global Tech Market Outlook for 2018 to 2019” [fee required for full report], they should seek 5 percent or higher growth in their tech budget this year to support process improvements and experiments.This tracks the expected 5.1 percent global growth in business tech spending that the report forecasts for this year, following 4 percent last year and ahead of a slightly slower rate — 4.7 percent — in 2019, measured in constant currencies. As Forrester suggests: “Make hay while the sun shines.”[Read the full article on MarTech Today.]

via Marketing Land

From transaction to companion: Engaging at each level of the consumer journey

Unbeknownst to many, the shopping experience doesn’t begin with the purchase of an item. Rather, it begins when a consumer has a need or desire for a certain item. Successful brands may prevail at being part of the shopping experience up until they get buyers into stores and, ultimately, in line at the cash register. But many marketers assume — incorrectly — that their job ends once a purchase transaction takes place.By not realizing the consumer journey continues long after the original point of purchase, marketers are missing an opportunity to build product affinity and customer loyalty. And as the trend of modern consumers continues toward placing a higher value on experiences over goods, this realization could become critical to a brand’s survival.Brands’ and marketers’ mindsets must shift away from treating a purchase as a “final destination,” and instead focus on continuous interactions with consumers, even when those consumers leave the store for home or other locations. Today,…

Why launching — or revamping — a customer loyalty program should be a top priority for retailers in 2018

Customer loyalty programs have been around in some form or another for decades. But in today’s world, where people are flitting between online and physical stores and chasing the best deal possible, brands are constantly competing for consumer attention, in addition to brand loyalty.Creating a customer loyalty program that is useful to both the customer and the company can be a massive challenge — in fact, 70 percent of consumers surveyed by 3Cinteractive for its “2017 Mobile Marketing Planning Guide” said they won’t sign up for a company’s program if the onboarding process is too complicated.A loyalty program’s success requires a strategy that infuses the customer experience and branding expertise with the right technology and design. As the confines of marketing continue to expand and the lines between IT and marketing continue to blur, this daunting task will fall on the shoulders of the CMO and marketing department.To fully understand how to implement a best-in-class loyalty progr…

Nearly 80% of consumers would end brand relationship over unauthorized data usage

As we approach implementation of the General Data Protection Regulation (GDPR) in Europe and brace for its repercussions in the US, privacy is on the minds of many brands and marketers. A new survey from SAP Hybris finds that a majority of US consumers (71 percent) will share their personal information but are also concerned about privacy and data protection.The study reflects that US consumers are fairly discriminating and want specific things in return for their data. And 29 percent of the study respondents were unwilling to share their data for any reason.There is a hierarchy of personal information that consumers will share, according to the survey. They are most willing to share email address (52 percent), followed by shopping history (37) and mobile phone number (25 percent). Interestingly, only 19 percent were willing to share their “real-time location,” though that data is currently being tracked anonymously on a mass scale.Percentages willing to provide personal information A…

Get 2018 started with an updated multi-channel digital marketing strategy

Did you know that 15 years ago the average consumer used two touch-points when buying an item, while consumers today run through an average of almost six touch-points?This means that reaching new customers has become significantly more complex. With new platforms and channels still emerging, consumers have more and more choices and are demanding greater attention from brands trying to reach them.The concept of multi-channel digital marketing has gained popularity among digital marketers over the last few years as brands and agencies have realized that one-off campaigns targeting potential customers on only one channel at a time no longer cut it.In this article, we will examine updated multi-channel digital marketing tools and effective strategies; but before we do, let’s clarify what multi-channel marketing actually means.What is multi-channel digital marketing?“Multi-channel marketing is the implementation of a single strategy across multiple channels or platforms, thus maximizing op…

The 5 Best eCommerce Platforms To Fuel Your Online Business

Before the rise of the internet, being a business person was a costly endeavor for most people. It involved, among other things, having a large sum of money as capital without any guarantees that the business idea would be a success.Today, being a business person is not that risky because you can start small. You don’t need to build a brick and mortar store, and you can even sell digital products which make a physical store unnecessary. All you need is an idea for a product and the will to take action.Of course, there’s also the technical part of building an online store. This is where eCommerce platforms come in.These are either free or paid services that let you host, build, and manage an eCommerce website. These services differ in features, appearances, and procedures, but all are aimed at letting you create a website where visitors can browse and eventually buy your products.The 5 Best eCommerce PlatformsWe took a look at five of the biggest eCommerce platforms out there.To give y…

5 rules for writing effective onboarding emails

Advice for tech marketers rarely covers the words they should be using.Perhaps that’s not surprising in a business that takes perverse pride in its jargon, acronyms, neologisms and quirky branding. But bear with me, because I’m going to bring my inner word nerd out to play. Don’t worry — I’ll balance that with a hefty dose of actionable information, too.English speakers aren’t shy about borrowing words from other languages that capture a specific idea that’s otherwise hard to describe. Many of them famously come from German: angst, wanderlust, realpolitik, zeitgeist… and the delicious, vicious concept of schadenfreude.But there’s another one that product and marketing teams should understand: gestalt. That word refers to the indivisible form and impression of a thing: the whole that’s greater than the sum of its parts. It’s a fancy word that does a good job of capturing how people use and perceive the value of software.As marketers, we need to remember that word, gestalt, whenever we’…

Snapchat updates app install ads with quicker deep links, deeper analytics

A year ago Snapchat enabled app advertisers to attach deep links to their campaigns, so people could swipe up on an ad and open to a specific place within the advertisers’ app. The move was an attempt to make Snapchat’s app-install ad format useful for not only getting people to download an app but to actually use it. Now Snapchat is improving these ads’ ability to perform the latter and advertisers’ ability to evaluate how their ads perform.Quicker deep linksSnapchat will automatically create the deep links for advertisers’ campaigns so that swiping up on an ad will immediately open a brand’s app, assuming the app is already installed on a person’s phone. Previously swiping up on an ad would display a web page featuring a button that a person then had to tap in order to open the brand’s app, and the brand was responsible for creating the intermediary web page. If a person has not yet installed the app, swiping up on the ad will open to its listing in Apple’s or Google’s app stores.Ad…

The technology behind AI in PPC

I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.So far, I’ve discussed the roles humans will play when PPC management becomes nearly fully automated and six strategies agencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.Why AI took years to matter to PPCAI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI’s role in paid search to become such a hot topic in our industry?It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.[Read the full article on Search Engine Land.]

via Marketing Land

Bizarre review schema implementation spotlights gaps between Google’s guidelines & how rich results really work

Review snippets, in which review stars appear next to your SERP listing, have long been among the most coveted rich results sought out by SEOs. Unfortunately, the pursuit of these review snippets over the years led to a lot of abuse — webmasters and SEOs would attempt to gain the rich result by implementing deceptive structured data on their web pages.Eventually, Google started to crack down on structured data manipulation by issuing manual actions (i.e., penalties) in Google Search Console. Since then, we have seen a wide variety of problems with rating and review schema — many of which were quite unintentional.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: WhatsApp Business app, competitive research & voice search in retail

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:WhatsApp officially launches app, profiles for businesses
Jan 18, 2018 by Tim Peterson Marketers can use the WhatsApp Business app to create business-specific profiles and manage their conversations with customersGoogle introduces Cloud AutoML for employing machine learning without experts
Jan 18, 2018 by Barry Levine The first offering in this new service, AutoML Vision, can be trained via a graphical interface with a few dozen images.Competitive research: 3 free steps to a better brand strategy
Jan 18, 2018 by Sam Welch You can learn a lot from your competitors. Columnist Sam Welch discusses easy ways to gather data on the competition without using third-party tools or paid subscriptions.Optimize your holiday marketing dollars – long after the Christmas lights dim
Jan 18, 2018 by Jordan Elkind Retailers see lots of new customers during the h…

WhatsApp officially launches app, profiles for businesses

Four months after WhatsApp announced that it would introduce tools for businesses, on Thursday the Facebook-owned messaging service officially rolled out business-specific profiles and a mobile app for marketers to manage their WhatsApp accounts.The WhatsApp Business app is initially only available on Android and to businesses in the US, UK, Mexico, Italy and Indonesia. It will become available globally “in the coming weeks,” according to a company blog post, but it’s unclear if and/or when an iOS version will roll out.Aimed at small and medium-sized businesses, the app offers relatively basic features. For example, marketers will still need to manually type their messages instead of automating conversations through chatbots. And the app only offers general analytics, such as how many messages have been sent, delivered, read and received.Marketers can use the app to create business-specific WhatsApp profiles that can feature a description of the business and its category, as well as i…