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Showing posts from February 2, 2018

Best practices for onboarding new clients

Your customers have more choices for products and services than ever before. And with the proliferation of digital communications, it’s easier for your competition to reach your prospective customers — and harder for you to stand out. To be successful, winning a new customer isn’t enough. You must provide an unparalleled experience that demonstrates your commitment to their success with your product or service.Join our digital experts as we explore how to create memorable experiences along the way with consistent, personalized communications that build deeper customer relationships. Attend this webinar and learn:Strategies for thinking beyond customer acquisition to turning new clients into lifetime advocates.Ways to operationalize your managed relationships based on the client segment and stage.How to differentiate from competitors to stay a step ahead of customer expectations and provide a sustainable growth platform for the future.Register today for “Onboarding: The Missing Journey…

Here are 9 misconceptions about GDPR

The upcoming General Data Protection Regulation (GDPR) is confusing enough without having to be weighed down by misconceptions.So, here is a list of the top misconceptions about GDPR, according to two experts: Gary Southwell, VP/general manager of the cybersecurity division of security firm CSPi, and Kristina Podman, a digital policy consultant (who also consults for us, Third Door Media).Misconception #1: ‘Legitimate interest’ allows marketing uses of personal data without user consent. While there is a “legitimate interest” exception in GDPR, it is always weighed against personal data rights. Podman said a company could, for instance, utilize data without consent under legitimate interest if it were under court order to do so, or if the data were needed to protect some vital interest like human rights, or if I needed your Social Security number after you’d already agreed to buy a car. But otherwise, consent is needed, and it’s not enough that a user has agreed to receive marketing i…

YouTube sees 80% lift in people watching sports highlight videos during the last year

In advance of this weekend’s Super Bowl LII game, YouTube has pulled together data around how people are watching — and searching for — sports-related video content on the site, and a few of the growth stats are quite remarkable.There has been a 90 percent increase in searches for “football highlight” videos during the past year, YouTube reports. The company says that in addition to the rise in search activity, watch-time of sports highlight videos skyrocketed 80 percent between 2016 and 2017.Watch-time growth of sports highlight videos on YouTubeHighlight videos were not the only sports-related content getting more views. Sports-related interview videos saw a 60 percent increase in watch-time, and funny sports video watch-time was up 50 percent.YouTube reports 70 of the top 100 sports videos on its site have “great,” “greatest” or “best” in the videos’ titles.Along with the rise in “football highlight” searches, YouTube found “how to” sports video searchers have doubled since 2016 an…

EverString focuses on data accuracy with its new Data Platform

Predictive analytics firms like EverString use computer models to make predictions about which businesses might buy your B2B products and services, based on patterns found in different kinds of data.As CEO and co-founder JJ Kardwell told me, his company and its competitors had been focused on creating the best computer models they could, and the data they all used was something of a “commodity.” In EverString’s case, it got data about businesses by web crawling, by buying data from providers like Dunn & Broadstreet and by creating data through machine learning, such as classifications.But, he said, the accuracy left something to be desired. At the scale of millions of accounts, he said, firmographic data generally was only about 42 percent accurate. Here’s the kind of account data EverString needs to generate, in this case about Marketo:So, about 18 months ago, EverString decided to get into the data business, and this week it’s announcing its Data Platform.The result, Kardwell cl…

Sharing on social in the wake of Facebook’s recent algorithm update: what you need to know

If you’re like many marketers, you’ve heard about the update to the Facebook algorithm and the likely impact it will have on organic reach for that channel. Did the update leave you wondering what exactly will work on Facebook and where it fits into your overall content marketing mix?Here are answers to some of the questions you may have.What is the latest Facebook algorithm update?This latest algorithm update reduces the number of posts from business pages, publishers and news sites in a user’s newsfeed. Instead, content that is sparking engagement and conversation from people’s Facebook connections will be prioritized.Why the algorithm update?The change is intended to clean up the News Feed. Facebook wants to return to its original mission: to help people connect. In many ways, it’s similar to the way Google Panda and Google Penguin worked to clean up the search results. And I think in the long run, we’re going to find this latest update to be positive. Like Panda and Penguin, it’s …

The changing role of “sales” kickoffs & why marketing should drive

It’s “Sales Kickoff” season. The time of year company “keggers” are thrown for every sales org to celebrate (or drown their sorrows about) the past year, hand out self-congratulations, share plans for the new year and, of course, party like college coeds.I had the pleasure of hosting Integrate’s 2018 “Revenue Meet-Up” and just returned from participating in Marketo’s RKOM (“Revenue Kickoff Meeting”) as a partner. And while many kickoffs are simply company rallies, I’m convinced that, done well, these gatherings have a direct impact on business outcomes.With the kind of time and money being invested, kickoffs can no longer simply be events to fire up sales reps or just a reason to get the team together. “Sales” no longer refers solely to the roles and responsibilities of bag-carrying sales pros.More people touch the customer, have revenue quotas and determine the fate of the business today than ever before. Customer experience and all forms of revenue are the focus of the business. The…

Twitter gives developers full access to its entire archive of tweets

Developers can now access every tweet that has ever been published on the social media platform, TechCrunch reported today. The new Full-Archive Search is the latest API to provide increasingly broader access to archives since Twitter started working on this project at least seven years ago.Previously, only enterprise-level developers could access up to 30 days of tweets through a premium API. Now, businesses can surface and analyze tweets back to the first one, in 2006.Twitter has launched several APIs that allow archive searches since Twitter acquired Gnip almost four years ago. But Twitter’s partnership with Gnip goes back much farther than the acquisition. Twitter and Gnip have been working on the project since at least 2011.After the acquisition in 2014,  Twitter said this about its partnership with Gnip on its blog:“Together we plan to offer more sophisticated data sets and better data enrichments, so that even more developers and businesses big and small around the world can dr…

Seasonal SEO and evergreen URLs: How to drive seasonal traffic year-round

Now that Christmas and the New Year are well and truly behind us, it’s time to think about next year!While it might seem like an odd time to start planning for the holidays, this time of year is the perfect occasion to reflect on what went well during the last holiday season, how to build on it, and the steps you can take to drive seasonal traffic all year round.Why is seasonal traffic so important?Seasonal website traffic isn’t just a gimmick or something that can be considered a few months before the event. Many companies rely on these peak buying periods to help balance their books and flatten out their averaged revenue across the year – therefore it requires a dedicated strategy.Interest around shopping online continues to increase year on year, with a greater swing towards mobile devices and shopping ‘on the go’. Connection speeds are faster and websites are optimizing for speed.They’re prioritizing mobile viewing in many cases and the experience is often so rapid and easy that t…

Snapchat opens in-app shopping section with Snap Store

Snap is going to try to sell people physical goods again after the boom-then-bust of its video-recording sunglasses, Spectacles. But instead of making people line up in random places, the camera company will set up shop within its flagship mobile app.On Thursday Snapchat opened Snap Store, a section within its app for people to buy Snapchat merchandise, such as hats, sweatshirts and a stuffed-animal version of its “dancing hot dog” Lens. It’s unclear how long the current product line will be available for sale, but according to the Snap Store, new products will appear on February 8.In addition to generating revenue through product sales, Snap Store could open up new revenue streams for Snap and add to its primary advertising revenue stream at a time when its business could use the help.The most obvious option is the potential for Snap Store to serve as Snapchat’s version of Google Shopping or Facebook’s Marketplace, though probably less Craigslist-y than the latter. Snap could open up…

3 tips to make every martech implementation a success

Technology in marketing abounds. Marketers use tools to send emails, track customer and prospect engagement and save preference information for future use.But with the growth of technology in marketing come the challenges of martech implementations. Marketers are constantly installing new solutions that will help them work smarter and reach leads more effectively, and successful implementation of these tools is imperative.Marketing organizations are finding themselves functioning like IT organizations as they migrate to new technologies, integrate existing solutions and make upgrades from older versions. But unlike IT organizations, which are well-versed in successful implementations, this is a relatively new function for marketing organizations.[Read the full article on MarTech Today.]

via Marketing Land

Marketing Day: Adjust’s “SDK spoofing” solution, Febreze’s Super Bowl ad & Instagram Stories

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:Make 2018 a great year for your email program
Feb 1, 2018 by Jose Cebrian
What are your goals for your email program in 2018? Columnist Jose Cebrian shares his insights on how to make the most of your email marketing this year and beyond.GDN or DSP: How to decide
Feb 1, 2018 by Kevin Lee
Trying to decide whether to use the Google Display Network or a DSP to boost your display reach? Columnist Kevin Lee weighs the pros and cons of each.Adjust launches solution to battle new evolution of ‘SDK spoofing’ for app installs
Feb 1, 2018 by Barry Levine
The mobile attribution firm says this undiscussed kind of fraud can impact up to 80 percent of attributed installs in given campaigns.Febreze aims to score another touchdown with this year’s #BleepDontStink Super Bowl LII ad
Feb 1, 2018 by Amy Gesenhues
P&G Communications Manager Mandy Ciccarella say…