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Showing posts from October 3, 2018

Announced at MarTech East: Watson Assistant for Marketing availability, CaliberMind’s B2B analytics suite and an NFC white paper

Here are highlights of announcements made at this year’s MarTech East conference in Boston:Watson Assistant for Marketing Availability. IBM is announcing the general availability of Watson Assistant for Marketing, a virtual agent it unveiled late last month. Via voice or text interaction, the Assistant lets marketers query the Watson Campaign Automation email and digital marketing platform.The idea is that the Watson Assistant can, via machine learning, become an expert on the campaigns of a specific organization, replacing spreadsheets and query building.In the IBM announcement, Ingersoll Rand Digital Engagement Leader Mel Fox said that Watson Assistant “makes every-day tasks that are unnecessarily complex significantly easier,” adding that “it has been a game changer for our campaign managers” because it provides quick access to marketing performance data and insights to support decision making. CaliberMind’s new analytics suite. In another route to marketing insights, Boulder, Color…

Message to marketers: Mind the customer before the tech

Akamai CMO Monique Bonner at the MarTech East conference “The Universe is made of stories,” the poet Muriel Rukeyser once proclaimed, “not of atoms.”Similarly, the marketing universe isn’t made of bits or steps in a process, but of stories.That, essentially, was the key theme during the keynote presentations on Tuesday, opening this year’s MarTech Conference East in Boston.Map, meet terrain. In other words, conference chair and HubSpot VP Scott Brinker told the audience: “When the map and the terrain disagree, trust the terrain.”When your data tells you one thing, and the real world tells you another, go with the real world. By the same token, the frequently-used phrase “data-driven marketing” obviously doesn’t mean “drive only by the data.” Marketers who follow the data map without keeping an eye out for real-world conditions — most notably the customers — are going to end up in a ditch.This is part of Brinker’s recent thoughts on the “Four Forces” that marketers must balance, which h…

Adobe makes its venerable PDF more collaborative

If you can remember back to the time in the last century before Adobe launched its PDF, software-constructed documents were fickle things that acted differently in different devices and screens.With PDFs, marketers — among others — could issue press releases, white papers, printable surveys, case histories and many other documents, confident that users would see the same document that had been created. In the last year alone, Adobe said, more than 200 billion PDFs were created worldwide.But even static document formats need to be updated occasionally, and Adobe is announcing several key changes on Tuesday, moving the format further along the path toward becoming a live — but frozen when desired — document.The new enhancements, Product Marketing Manager Lisa Croft told me, are “radically transforming what’s possible with PDFs.”A new review process. The biggest change: an all-new version of Acrobat DC (Document Cloud) now has a sensible content review process, an attempt to fix PDF’s bi…

Reddit surpasses 1 billion monthly video views

A year since launching native video, Reddit reports it is seeing more than a billion video views per month on average. The platform says it has experienced a 38 percent growth in native videos since the start of the year, with advertisers seeing higher conversion rates and more engagement with video ads.Why you should careReddit has made big changes in the past year, from a major overhaul of its website to the launch of native video ads optimized for the redesign. With news that it is now pulling more than a billion video views per month, Reddit is hoping to get on marketers’ radar as a platform that offers competitive reach and results.“Reddit’s beta video advertisers are seeing significant increases in key metrics such as brand favorability and purchase intent when compared with non-video ads. In fact, a recent study by Milward Brown indicates that Reddit Video is performing considerably better than industry averages for digital video advertising,” said Reddit’s senior communication…

The State of SEO survey highlights – SEO enters the mainstream

There’s a worry amongst marketers – am I following the right path in my strategy? A new report released by Zazzle Media has revealed that SEO is becoming a key area for the majority of marketers in the UK, with seemingly more prominence given to the sector than ever before. Here’s the top stats from the new report – where does your business fit into this wider industry opinion?State of SEO improvingThe inaugural State of SEO Survey approached over 30,000 UK marketers for their views on the industry as well as their personal knowledge levels of the intricacies of the sector. The survey revealed that 88% of marketers believed SEO was an important element of their marketing plans, with over 60% of these going as far to say the that it was an extremely important factor in the success of their marketing operations. It seems that this belief in the sector is paying off:77% said that SEO has increased the amount of leads79% felt that SEO had improved their brand awareness48% said that SEO ha…

Customer data platforms ‘not a silver bullet,’ says CDP Institute founder

David Raab, founder of the vendor-neutral CDP Institute, shared his insights into what CDPs (customer data platforms) can and can’t do, during Tuesday’s MarTech Conference session aptly titled “CDP Cures Baldness: Getting past the hype about customer data platforms.”Before digging into the myths and realities around CDP systems, Raab outlined the architecture, components and adjacent systems of CDP platforms, along with his definition of the technology — a packaged software system that delivers a unified, persistent customer database and is accessible to other systems.According to Raab, a CDP is not a silver bullet capable of solving all customer data problems. The reality is that many obstacles can cause challenges when trying to employ an effective CDP system, including an organization’s budget restraints, the team’s skills and existing systems.The Myths. To start, Raab says it’s a myth CDPs aim to coordinate customer experience across all channels, and that their value depends on c…

Bring order to chaos: Wrangling data for actionable insights

Producing actionable insights is one of the most challenging issues that brands face today. Urgency is ever-present, pushing marketers and analysts to rush decisions. But urgency is only half of the problem. Making the situation more chaotic is the fact that we are simultaneously awash in waves of data from too many sources. Between the urgency to produce results combined with the massive sea of data, we are inundated us every time we wade in and then simply washed back to shore.So where do we start? Transactional, engagement, or demographic data? Prospecting or retention? The inundation keeps pushing us back.There are strategies to navigate the churn and turbidity, and remedy those issues. Sometimes we simply need to take a step back, narrow our focus, and even get a little ruthless.Insights begin with goal-settingFirst, we need leadership teams to get ruthless with what really matters. Analytics can’t chase the shiny object or rely on some utopian commerce breakthrough — if only we …

Forecast downgrades 2018 Snap ad-revenue outlook by 36 percent

In something of a blow to Snap, eMarketer has lowered its ad forecast for the company by a significant 36 percent. The firm says that’s due largely to the downward pressure on ad pricing from the programmatic platform the company introduced in 2017.However, it expects there to be a pricing recovery in the near term. Roughly 90 percent (or more) of Snap ads sold are now bought programmatically.Ad revenue projection revised downward from $1 billion. According to the revised forecast, Snap will take in just over $662 million in digital ad revenue this year. In March eMarketer projected that Snap would see ad spending of more than $1 billion.It now says that Snap won’t reach that milestone until 2020. However eMarketer says that prices will climb next year and usage growth will outpace Facebook and Twitter, though not Instagram.Snap usage flat — under 200 million. Snap has recently struggled with user engagement and growth, which is keeping its stock price down. As of the second quarter, …

Marketing Day: Facebook ‘Premieres’ videos, martech stacks, Marketo updates

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:Compare 17 top SEO tools and platforms
Oct 2, 2018 by Digital Marketing Depot
Organic search remains the most important step in the purchase funnel. But with hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, SEO has become increasingly complicated and time-consuming.Facebook’s ‘Premieres’ videos now available to all global Pages
Oct 2, 2018 by Amy Gesenhues
First rolled out in April, Premieres videos allow Pages to post pre-recorded video as live footage.Building your martech stack: Try design thinking to identify the right solutions
Oct 2, 2018 by Robin Kurzer
Analyst Tony Byrne told attendees at a MarTech Conference workshop that marketers should build testing into their vendor selection processes and ‘go beyond the demo.’Do you speak SEO? Join Search E…

Compare 17 top SEO tools and platforms

Organic search remains the most important step in the purchase funnel. But with hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns.MarTech Today’s “Enterprise SEO Platforms: A Marketer’s Guide” examines the market for SEO platforms and the considerations involved in implementing this software into your business.This 58-page report includes profiles of 17 leading SEO tools, vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download “Enterprise SEO Platforms: A Marketer’s Guide.”The post Compare 17 top SEO tools and platforms appeared first on Marketing Land.

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