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Showing posts from April 19, 2018

Compare 15 marketing automation platforms

Marketing organizations of all sizes are being inundated by data from multiple digital marketing channels and an increasing number of consumer devices. Faced with challenging market dynamics and increasing ROI pressure, more B2B marketers are using marketing automation platforms to manage complex multitouch buyer ecosystems.The latest edition of MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software in your business.This 48-page report is your source for the latest trends, opportunities and challenges facing the market for B2B marketing automation software tools as seen by industry leaders, vendors and their customers. Included are profiles of 15 leading B2B marketing automation vendors, capabilities comparisons and recommended steps for evaluating and purchasing.If you are a marketer looking to adopt a marketing automation software platf…

Voice agents and interfaces will require many new marketing strategies

The base of Amazon Echo, a smart speaker home of voice agent Alexa Every new marketing delivery system — such as TV, websites, social media, or mobile — starts off with a single approach. In the early days of web or mobile, for instance, marketers would contemplate if they had “a web strategy” or “a mobile strategy.”Eventually, they discovered that many kinds of strategies are required for the many different kinds of web experiences or the different kinds of mobile experiences.And so it will be with the voice-controlled intelligent agent and interface. Now, it’s generally looked at as a voice-mediated channel, but soon, the variations inside this voice channel will result in a wide variety of strategies.[Read the full article on MarTech Today.]The post Voice agents and interfaces will require many new marketing strategies appeared first on Marketing Land.

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EU Commissioner: Two remaining antitrust cases against Google ‘advancing’

While Google’s appeal of the $2.9 billion (€2.4 billion) fine imposed by the European Commission in 2017 makes its way forward, EU Competition Commissioner Margrethe Vestager told colleagues that the other two antitrust cases against Google were “advancing.” That’s according to a report from Reuters.Those cases involve exclusivity provisions in Google AdSense agreements and app-install requirements in Android-OEM contracts.The “search bias” antitrust fine against Google was the largest in EU history. But it doesn’t represent the maximum potential fine. The European Commission (EC) can impose penalties of up to 10 percent of total global revenues, which would represent $11 billion (€8.9 billion), in terms of 2017 revenue.In addition to any future fines, it’s expected that the EC will require Google to remove its app pre-install requirements from Android phone-maker agreements as it has been asked to do in Russia. However, the actual impact on Google rivals in Europe remains to be seen.…

How to integrate SEO into the translation process to maximize global success

When expanding internationally, there is common misconception that SEO, and in particular technical SEO, should be done once the website has been built. However, by implementing any SEO recommendations after a website has been translated, there could be extensive rework which will delay a website launch and impact on budgets. There are also some aspects in a site’s infrastructure that are essential to optimize in advance to avoid extensive rework later. So, how do you go about building this into the translation process?The old approach to translationFor a while now, companies have been aware of the need for a local language website when targeting new global markets. Back in 2014 a Common Sense Advisory report stated “75% [of web visitors] prefer to buy products in their native language. In addition, 60% rarely or never buy from English-only websites.” Competing in global markets with a non-translated website is no longer seen as a viable option if a company wants to compete against lo…

Marketing Day: Facebook reopens app reviews, Adobe buys Sayspring & Snapchat’s Shoppable AR Lenses

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:Facebook reopens review process for Instant Games & Messenger apps
Apr 18, 2018 by Amy Gesenhues
After halting app reviews following the Cambridge Analytica crisis, Facebook is reopening its process — but will people trust the apps?Facebook’s ‘Premieres’ video format will let publishers post prerecorded video as live footage
Apr 18, 2018 by Amy Gesenhues
Facebook says its new video format is currently being tested among a group of creators, publishers and shows, with a wider rollout happening soon.Tech companies organize two efforts to support personal data management — both called Open GDPR
Apr 18, 2018 by Barry Levine
Though unrelated, the initiatives reflect some of the ways the ad and marketing industry is organizing itself around its personal data responsibilities.Adobe gets more serious about voice interaction with purchase of Sayspri…

Facebook reopens review process for Instant Games & Messenger apps

After hitting the pause button on app reviews following the Cambridge Analytica firestorm, Facebook has announced that it is reopening the review process for Instant Games and Messenger apps.Reviews for Instant Games apps will open immediately, reports Facebook, although the company notes it may take several weeks for it to get through the apps currently in the review-queue. Newly submitted apps will not be reviewed until the apps in the queue have been reviewed.For Messenger Apps, only those with a limited number of Page connections will be reviewed: “This week, we are reopening review for developers that support a limited number of Pages, allowing them to set up direct Messenger integrations across their own Pages.”Facebook says it is prioritizing Messenger app reviews for existing apps already in its review process queue before reviewing new requests. In addition to reopening the review process for Messenger apps, Facebook will also re-enable existing apps using Page conversation A…