Skip to main content

Posts

Showing posts from 2019
Instapage

The major deals and integrations that shaped technology for markters in 2019

At the start of 2019, martech expert Scott Brinker predicted it would be a buyer’s market for marketing tech merger and acquisition deals, ahead of what will be a “Second Golden Age of Martech.” Brinker’s forecast was spot-on with the martech industry seeing 246 mergers and acquisitions in the first half of 2019 alone, according to Statista — a dramatic increase from the 162 over the same period in 2018.It wasn’t only software companies taking part in the martech M&A deals — this year we saw a trend of brands scooping up martech solutions as well. In March, McDonald’s bought Dynamic Yield to personalize digital experiences across its drive-thrus, kiosks and mobile app. A few months later, Nike bought the predictive analytics platform Celect to help forecast how and when consumers purchase certain styles.While brands were picking up martech solutions to broaden their digital capabilities, social platforms also invested in their fair share of marketing technology: LinkedIn acquired …

Pop-up ads: Why everyone hates them and why they’ll never die

“I love pop-up ads,” said nobody…ever. Pop-up ads have to be one of the most universally hated parts of online marketing. They’re annoying, interruptive and distracting. In fact, they’re so generally loathed that their inventor, Ethan Zuckerman, has apologized publicly for creating them.So why do we as marketers keep using them?Although Zuckerman’s original windowed display ads have gone out of vogue, pop-up ads are everywhere on the internet. And their most prevalent form? On-site pop-up ads.Now, some companies have tried to rebrand these sorts of pop-up ads using fancy titles like “exit overlays,” but at the end of the day, a pop-up ad is still a pop-up ad. It pops up on the user’s screen, hijacks their experience and bugs the heck out of people.But here’s the thing. There’s a reason why pop-up ads are still so commonly used. They work. Quite well, in fact. The problem with pop-up ads isn’t necessarily that the ads themselves are bad, it’s that most marketers don’t know how to use t…

10 Tips for improved guest blogging in 2020

As link building becomes a more cautionary practice it’s necessary to get a clear idea of how to acquire the best links for your website, in light of this guest blogging in 2020 can be a good method. Although Google has openly placed more scrutiny on guest blogging, there is undoubtedly still value in acquiring a link from a recognizable high-authority site in your niche. That being said, it’s not easy to secure links from top sites-especially when you need to scale up your efforts. Many sites only offer nofollow links and with growing competition, there is no shortage of good writers to populate these blog sites with high-quality articles.This doesn’t mean that all hope is lost in the world of guest blogging. It just means your efforts need to be planned and strategized. Here are some top tips to get the most out of your guest blogging in 2020.Create a master list of guest blogging sitesQualify relevanceQualify authorityCheck search visibilityCombine outreach tactics to land opportun…

Amazon holiday 2019: Record new Prime memberships as one-day shipping gets baked in

Amazon began heavily promoting free one-day delivery for Prime members earlier this year.Amazon said it attracted a record number of new Prime customers and trials this holiday season. More than 5 million people signed up new Prime memberships or free trials in a single week this holiday season, the company announced in a holiday recap Thursday. Fast shipping options likely helped spur that growth.Why we careAmazon has invested hundreds of millions (if not more than a billion) in Prime Free One-day and Same-Day delivery. Analysts expect Amazon’s free one-day shipping investments to pay off. Prime members tend to become loyal Amazon shoppers, spending more annually than non-members.In August, RBC analyst Mark Mahaney estimated that free one-day shipping would spur Prime membership growth and Prime purchases overall, projecting an eventual annual revenue bump of $24 billion. A Piper Jaffray survey this month found that 55% of U.S. Prime members said they will use Amazon more when numero…

7 easy ways to multiply your conversions

Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.To put this into context, five years ago, people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes.So how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete.In this free guide, Sharpspring outlines seven simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way.Grab your copy to find out:How top brands like Netflix and Amazon use dynamic content.The marketing automation features that enable you to deliver personalized experiences.Ways to…

Spotify latest platform to halt political ads

Spotify is halting political ad sales in the U.S. early next year, Ad Age reported Friday. Political advertising will not run for the 130 million listeners of its ad-supported plan or its original and exclusive podcasts.Spotify told Ad Age in a statement that it does “not yet have the necessary level of robustness in our process, systems and tools to responsibly validate and review this content.”Why we careTech platforms have been grappling with how to handle political advertising on their sites, particularly ahead of the 2020 U.S. presidential election. In November, Twitter announced a ban on promoting political content. “While internet advertising is incredibly powerful and very effective for commercial advertisers, that power brings significant risks to politics, where it can be used to influence votes to affect the lives of millions,” Twitter CEO Jack Dorsey tweeted.Microsoft-owned LinkedIn and Bing do not allow political advertising.Facebook introduced new rules for political cam…

Google Analytics glitch in an ad-filled internet

Ad blockers are a constant of the internet, but what does that mean for us? After comparing two different sources for one KPI, I noticed a significant difference. This piece covers the observations made about the Google Analytics glitch.A strange disparityWhilst collecting our monthly KPIs I came across an interesting error.One of our KPIs, demo requests, which we track in two ways – with Google Analytics events and through a custom Zapier integration that inserts the prospects’ details into a Google Sheet and our internal Attio account.After comparing the two datasets, I noticed a significant difference in the month’s numbers. The number of requested demos on our Google Sheet was 22% higher than the number of recorded demo requests on Google Analytics.Unfortunately, it’s not possible to tell which demo requests weren’t recorded due to the Google Analytics glitch but we can say for certain that a significant proportion of this month’s demo requesters were somehow subverting Google Ana…

3 tips to elevate your brand’s email program

It’s easy to find yourself bogged down in the day-to-day rush of developing and sending email campaigns. Implementing a few simple processes can help your team identify efficiencies and opportunities you might not see when you are in the weeds.Subscribe to your own emails. Mary Sohn, a member of the industry group Women of Email, recommended in its private Facebook Group to audit your subscription process at least annually. Going through the process of signing up for your own emails allows you to experience it from the user’s perspective.Designate representatives from other departments to participate in an annual audit of the subscribing process as well. Their perspectives may help identify gaps in your email campaigns and journeys.Look for API solutions. Are there new API integrations available that could help automate and speed up some of your processes? Women of Email member and marketing manager for demand generation at Advisor Group Jenn Clauss says email marketers should look fo…

How to utilize holiday season traffic for 2020’s Q1 growth

Q4 is the most competitive time period for ecommerce businesses, deals and promotions offered to capitalize on holiday season traffic bring hordes of potential purchasers to your site.One of the most valuable groups of users that comes out of the holiday season is net-new users, who could have found out about the product from an ad, friend, influencer, or some other referral. These users are more expensive to acquire because they have no knowledge of the brand, so they need more touchpoints when compared to your current customers.Whether or not you convert those new users into customers in Q4, convincing them to be long-term customers should be an important part of your Q1 strategy. In this post, I will walk through the value of some of these different holiday audiences and how to engage with them in Q1 to turn them into paying customers.Holiday audiencesOften, the largest and best-converting Q4 audiences are current customers who are loyal to the brand and looking for some type of di…

2019: The year that privacy got real for marketers

Europe’s GDPR took effect in May 2018, but 2019 was the year privacy got real for marketers in the U.S. There was a convergence of legal, technological and cultural factors that forced brands, publishers and tech companies to confront privacy head-on in ways they’d been trying to avoid for years.CCPA comes into sharp focusThe California Consumer Privacy Act (CCPA) was passed in 2018 and came into sharp focus this year, as January 1, 2020 has approached. As we draw closer to that implementation deadline, the IAB, DAA and a host of software companies have introduced “compliance frameworks” and tools to help marketers and publishers address the requirements of the act.However, there’s still considerable corporate foot dragging and uncertainty. That’s consistent with what happened with GDPR compliance. Indeed, many companies operating in Europe are still not fully compliant more than a year and a half later. With CCPA, there won’t be any enforcement actions before July 1, 2020, giving aff…

Pro Tip: A look back at some notable tips from our digital marketing experts in 2019

Our community of digital marketers are dedicated to sharing tactics to help others elevate their performance so here are a few insights from the past year that were popular with readers.1. What you cannot measure sometimes matters most“Marketers should use attribution reports to assess trends and relative impact, absolutely. But it’s a slippery slope to draw big conclusions from absolute numbers,” cautions Joe Hyland of ON24. “For example, comparing the win rate of deals that include one type of touch versus another is reasonable. But concluding that one specific touch-type drove a certain amount of pipeline – solely on its own – is not. Some channels may see less conversion simply because there is more competition on that platform. Or the problem could be your execution rather than the channel itself. An attribution report can’t tell you why a tactic is underperforming, so that’s where marketers come in. It’s on us to be able to analyze and to optimize our efforts, place multiple bet…

Voice search optimization: The why and how

Voice search optimization is a hot topic in the digital marketing industry. A few years ago, voice search seemed like a far fetched idea that was limited to some science fiction movies. But today, its popularity is increasing day by day.  If you’re a Star Trek fan, you would definitely recall the scenes when actors used to speak to computers for answers. It all looked like something that would never come into existence. Yet here we are.Today, voice search has become so common that, according to Google, it is the fastest-growing form of online search. So what does this new search trend mean to marketers and business owners? Why should business owners focus on building voice-search-optimized websites? Let’s see. The rise of voice search in numbersVoice search basically allows users to say their queries out loud rather than typing them into the search box to get the results. The speech-recognition technology precisely understands what users are saying and then delivers the best-matching …