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Showing posts from July 26, 2018

4 must-do’s for marketing budget planning

The budgeting process is usually frenzied and full of important moving pieces, especially for marketers. Programs and campaigns can be tough to plan; and more often than not, too many marketers rely on guesswork to get it done.Your numbers need to head in the right direction next year, so your team must match its resources and spending with your most critical priorities now. Program planning and consensus building shouldn’t rely on individual assumptions and biases. Working backward from your MQLs isn’t going to cut it, either. There is a better way to complete a budget that actually reflects your ongoing and future goals.Find out how AI solutions remove marketing guesswork in this guide from EverString. Visit Digital Marketing Depot to download “4 Must-Dos For Marketing Budget Planning.”The post 4 must-do’s for marketing budget planning appeared first on Marketing Land.

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8 ways to use content to skyrocket user engagement

Much like commercials on TV, users are bombarded with content at every turn as they surf.  It’s overwhelming and as such, marketers are struggling to find ways to capture their attention and stand out.As marketers, not only do we need to conduct extensive research so we can make great content, we also need our content and web pages to be promoted, discovered and engaged with.To help with all facets of content development, user engagement, or “user signals,” should be actively tracked in Google Analytics as part of your content marketing campaign. This is important since it’s long been speculated that user experience is a ranking factor. Understanding who engages with your content will help with future content campaigns and business decisions.When users engage with your content and you actively track their actions, you can benefit by:An increase in leads and conversions.Increasing the chances of a return visit.Indirectly influencing search engine rankings for relevant keyword terms.Cul…

Google ups its AI services with new Contact Center solution and developer tools

Google is boosting its AI-as-a-service offerings this week, most notably with the alpha release of a new Contact Center AI solution.Contact Center AI is built around its Dialogflow development suite for conversational agents, which was launched last fall and already in wide use. Dialogflow Enterprise Edition now has the ability to build AI-powered virtual agents for contact centers, a Phone Gateway for taking calls without infrastructure, Knowledge Connectors for understanding unstructured data like FAQs and Sentiment Analysis.In Contact Center AI, a Virtual Agent first answers the call and handles it if possible. If not, it passes the call to a human representative, who is helped by an Agent Assist system that continues to monitor the call and provide supporting info as needed. There is also a Conversational Topic Modeler to analyze topics from audio recordings and chat logs.In outline, it sounds like some other systems already out there, but the implication is that this is a contact…

New report: Consent management platforms are purchased less often than other privacy tools

With the massive new requirements for user consent in the General Data Privacy Regulation (GDPR) and the new California privacy law, you’d think the recently emerged consent management platforms would have landed in every sizable company’s toolbox.Not so, says “How Privacy Tech Is Bought and Deployed” (free, registration required), a new report on the adoption of privacy technologies from data privacy management firm TrustArc and the International Association of Privacy Professionals.It found that consent management platforms — which have emerged to handle the capture, management and transfer of user consent for personal data use — were found to be the least adopted tech among 10 categories of privacy tech.[Read the full article on MarTech Today.]The post New report: Consent management platforms are purchased less often than other privacy tools appeared first on Marketing Land.

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When should marketers use AR and when VR?

Augmented reality (AR) adds visual overlays on the physical world and is usually viewed through a smartphone. Virtual reality (VR) depicts a self-contained, navigable 3D world and is usually experienced through a specialized motion-detecting headset.Just as marketers have learned when a project should employ a website and when it should utilize an app, so they are beginning to understand when to choose AR or VR.Philadelphia-based consumer engagement shop MVP Interactive has designed and built a variety of projects in each mode, as well as other kinds of marketing tech, so I asked CEO and founder James Giglio about his developing sense of when to use what.In one project, for instance, MVP put Oculus VR headsets into football helmets so that four fans at a time could experience a 70-second point-of-view immersion into what a Washington Redskins football player experiences on game day, sponsored by Anheuser-Busch.[Read the full article on MarTech Today.]The post When should marketers use…

LinkedIn overhauls Campaign Manager for marketers managing high-volume accounts

George Dolgikh / LinkedIn has overhauled its Campaign Manager, giving it a redesigned interface and building out its back end to load data faster. The refreshed tool, announced Thursday, is designed to offer a more intuitive experience for marketers running multiple campaigns on the platform, with one-click breakdowns of campaign data and personalization options around what reports they see.High-level changes include a new navigation structure that allows users to switch between accounts and campaigns and drill down into ads with two clicks.The search feature has also been updated so that ad managers running multiple campaigns can quickly locate data for a specific campaign by querying the campaign name, campaign ID or ad format.With the new Campaign Manager, marketers will be able to personalize their dashboard to display the metrics they most often review. There is also a new one-click feature to quickly access sets of metrics from their LinkedIn campaigns, including…

Why AI and international paid media is a match made in hell

When looking back on summer 2018, it’s hard to ignore the optimism that’s been in the air. Sunny weather? Check. England football triumph? Almost! AI as the next big thing in digital marketing? Try and count the number of articles, blog posts and sound bites that you’ve encountered over the last month which cite AI in a hype-tastic way.Now we’re all for a bit of well-reasoned optimism, and there is no doubt that AI is an extremely powerful toolkit that will positively impact all kinds of socio-economic activity. But we’re not so sure about the true value of AI in the context of digital marketing, and specifically for international paid media.Back to basicsCutting through the hype, let’s start by looking at exactly how AI and machine learning work in the context of international paid media. For example, on a keyword level, how much and what kind of data are needed for AI to make a good decision?Well, Google’s machine learning product Smart Bidding states that it “enables you to tailor …

Marketing Day: Facebook video feature, Twitter API, new ironSource platform & more

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:Smart content execution will net a lot of inbound links
Jul 25, 2018 by Paddy Moogan
Ever wonder why that link-building campaign you spent a lot of time and money on didn’t take off? Contributor Paddy Moogan offers 5 content execution tactics that will help you haul in a lot of quality links!Facebook rolls out social video feature Watch Party to all Groups
Jul 25, 2018 by Robin Kurzer
The tool lets multiple users watch and comment on the same video in Facebook Groups simultaneously.ironSource releases new platform to track playable ads’ metrics
Jul 25, 2018 by Barry Levine
Called the In-Ad Data Platform, it is designed to capture the choices users make inside these mini-games.Whither digital advertising?
Jul 25, 2018 by Barry Levine
Two experts suggest, at this critical junction for targeting via third-party data, that marketers return to their…

Smart content execution will net a lot of inbound links

I spend a lot of time trying to figure out why some content ideas get links and why some don’t.There can be many reasons for a lackluster campaign. Sometimes you can figure out why things didn’t go well, sometimes you can’t. One thing I always look into is how well a content idea was executed.Bringing an idea to life and having it succeed is very satisfying. Of course, not every link-building campaign nets a lot of links, but even if you have a weak idea or one with no “hook,” you can still make the campaign fly if you execute in a stunning or different way.Here are some things to keep in mind when deciding how to bring your content ideas to life and explore parts of the process in turn. We’ll look at:The content idea itself.The resources you have for executing content.The timeline you’re working toward.The range of formats available to you.How the execution can directly affect someone’s ability to link to you.Let’s jump in!1. The ideaComing up with a good idea that is link-worthy isn…

Facebook rolls out social video feature Watch Party to all Groups

Making good on a promise made at May’s F8 Developer Conference, Facebook rolled out its Watch Party video tool to a general audience Wednesday.Watch Party lets multiple users watch and comment on the same video simultaneously.The tool has been in use by a small group of beta users until now. The initial rollout, announced by Facebook Product Manager Erin Connolly in a blog post Wednesday, is in Facebook Groups. The company is currently testing the ability to use it outside of groups as well as on Pages. The videos can be live or recorded.Marketers can use the functionality to connect and engage with multiple customers at once — and capitalize on the group’s ability to communicate with one another and the hosts. The blog post cites a number of use cases, including Q&As, behind-the-scenes or b-roll content, tips and tricks and demonstrations.“We’ve been focused on building new ways to bring people together around video, create connections, and ignite conversations; Watch Party is t…