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Showing posts from April 11, 2018

Best practices for customer data strategies and identity resolution

When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand experiences that increase revenue and lifetime value.Before you jump on the latest big digital marketing bandwagon, ask yourself these questions: How complete is our customer data? How much of our customer data sits in silos? Can we scale what we know about our customers?Join our experts as we discuss data best practices that will solidify your customer data foundation. We’ll explore how new techniques in identity resolution can connect the data fragments that exist across your organization and fuel more relevant customer relationship marketing strategies.Register today for “Customer Data Strategies & Identity Resolution: Best Practices,” produced by Digital Marketing Depot and sponsored by FullContact.The post Best practices for customer data strategies and identity resolution appeared first on Marketing Land.

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ICO marketing in 2018: from SEO to PPC

Initial Coin Offerings (ICOs) were the talk of the town in 2017.  There were 435 ICO projects deemed successful in 2017, raising an average of $12.7 million. In total, over $5.6 billion was raised in 2017, a 40-fold increase from the $96.3 million raised in 2016. ICO’s are rapidly replacing the traditional forms of venture capital raising and already hundreds of ICO’s are scheduled for 2018.Yet not every ICO is a success story. Only 48% of ICO’s raised the capital they set out for and the 10 largest ICO’s represented 25% of the total money raised in 2017. There are over 1,500 cryptocurrencies being traded on over 200 exchanges. In an increasingly competitive and regulated world, how you market your ICO in 2018 will be the difference between success and failure. It is not unreasonable to say that your ICO marketing strategy is more essential to your projects’ success than the actual product itself. After all, your product may well change, but you can never change a first impression.You…

Facebook confronts class action lawsuit on behalf of 70M users

Yesterday, Facebook CEO Mark Zuckerberg testified for more than five hours before a joint hearing of the Senate Judiciary and Commerce Committees. At times awkward and at times boring, among other things, the hearings revealed how little government officials really understand about how social media works.While there was some tough talk, the hearings suggested there will be little in the way of new privacy legislation to come out of Washington. However, there is a possibility that the FTC will fine Facebook for violations of the 2011 consent decree.There’s also potential civil liability to shareholders and users. There are pending investor lawsuits for the plunge in Facebook’s stock following the Cambridge Analytica revelations. And earlier this week, a class action suit was filed in federal court in California on behalf of roughly 70 million Facebook users in the US.The lawsuit concerns the facts surrounding Cambridge Analytica’s exploitation of user data originally captured by the “t…

Native will dominate display spending in 2018

According to a new set of estimates from eMarketer, native advertising will comprise nearly 60 percent of display spending this year in the US. According to the report, mobile, social and Amazon are the growth drivers behind this shift.Amazon is playing a major role in the growth of native ads outside of social media. Indeed, the report estimates that “non-social native will grow more than 80 percent this year to $8.71 billion.” It also projects that native will grow faster than the total US display market and reach roughly $33 billion this year.The report further explains that roughly 77 percent of all mobile display ad dollars will be spent on native placements. By the same token, 96 percent of social advertising falls into the native category, according to eMarketer.As a practical matter, most social media advertising is consumed on mobile devices. For example, close to 90 percent of Facebook’s ad revenues are driven by mobile.The post Native will dominate display spending in 2018

The state of HTTPS in 2018: Why should you migrate?

People rarely take SEO recommendations seriously, especially when there are no direct repercussions of not following them on the horizon.So, when in 2014 Google confirmed HTTPS as a ranking signal – that is, recommended that all websites should migrate to HTTPS for the sake of their users’ security – few website owners took it as a direct instruction.According to research conducted by Stone Temple Marketing in 2014 which analyzed the security of 200,000 websites, only a tiny minority of 0.3% switched to HTTPS at that time.For several years after that, the speed of HTTPS adoption was slow, and yet Google kept sending out the message about the need for a more secure web. So, on September 7th 2016 Google made another announcement: beginning in January 2017, they are going to mark all the non-secure websites visited via Chrome browser.What that meant was that a warning would be displayed on HTTP websites in the following cases:If the page had password or credit card input fields;If there …

Sendwithus launches GDPR-compliant, cloud-based email CMS

Sendwithus announced on Tuesday the launch of Dyspatch, an enterprise-level, cloud-based and GDPR-compliant email content management system (CMS) for transactional emails.Dyspatch is a CMS platform for email that manages workflow, including building, editing and commenting from a variety of stakeholders. When the email is ready to be deployed, it is “exposed via our API,” Matt Harris, co-founder and chief executive officer of Sendwithus, told me. “And then the customer integrates with the API. So we’re not actually involved in the sending of the email, we’re a content management layer.”Harris said that enterprises have historically had problems managing system-triggered transactional emails, which pose different challenges for enterprises than for smaller organizations.“Marketing-cloud-style products are not built for data-driven triggered email,” Harris said. “It’s hard to get data into the emails, and they’re working with an email template system designed for marketing emails, not t…

Oracle adds clouds for analytics, segmentation and loyalty

Oracle is boosting its marketing chops today, launching its first analytics platform and new cloud-based platforms for audience segmentation and loyalty programs.Oracle Infinity is the first web/app analytics capability for the company. It is designed to unify real-time behavioral and transactional data and allow it to be utilized in its consumer-focused marketing platform Responsys or the B2B-oriented Eloqua, or to pair it with Google Analytics.Marketing Cloud SVP Shashi Seth told me that Infinity is “a first step for Oracle analytics.” He added that “the long-term goal” for Infinity is to turn the data into customer profiles, but for now it exists as a data lake, where data is stored in its original format for integration with other tools.As an example, he noted that Infinity’s data can be used to tell a site that a given customer has spent 90 percent of her time on a retailer’s site looking at baby clothes but hasn’t put any into a cart. So the site’s tools would have the data to t…

Marketing Day: The consumer mobile journey, Google’s Reach Planner & Facebook news

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:Brands, please stop ruining the consumer mobile journey with desktop experiences
Apr 10, 2018 by Brian Solis
Contributor Brian Solis urges brands to prioritize the mobile experience as consumers seek to complete tasks and purchases on their devices.Does Cambridge Analytica have your info? Here’s how to check
Apr 10, 2018 by Amy Gesenhues
Facebook is making it easy for users to find out if their data was scraped and is launching a data abuse bounty program to report app developers.Connect With Peers And The Martech Community
Apr 10, 2018 by Marketing Land
Join the marketing technology community at MarTech®, April 23-25 in San Jose. You’ll participate in 55+ sessions led by experts from L’Oréal, Donors Choose, Weight Watchers, Netflix, Airbnb, and many others. And beyond sessions, you’ll meet more than 100 leading martech vendors in our Expo hall…