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How to Stand Out in a Crowded Martech Landscape

Have you seen Chiefmartec.com’s latest Martech 5000 infographic? There are now more than 7,000 tools and platforms in the market, having grown more than 300% over the past five years. While it’s exciting to witness this recent, rapid growth, this increasingly crowded space makes it harder than ever for software marketers to stand out from their peers.So how do you do it?Join our panel of martech marketing experts, as we discuss brand-building techniques to help you rise above the fray. We’ll explain how you can leverage partnerships to ramp up marketing effectiveness, and save both time and money for you and your customers.Register today for “How to Stand Out in a Crowded Martech Landscape,” produced by Digital Marketing Depot and sponsored by Datorama .

The post How to Stand Out in a Crowded Martech Landscape appeared first on Marketing Land.

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Vista Equity Partners acquires Acquia for $1 billion

Private equity firm Vista Equity Partners has entered an agreement to purchase web management and digital experience company Acquia in a deal valued at $1 billion.The news follows two strategic acquisitions this year by Acquia — Mautic and Cohesion — which are expected to help the company expand its digital experience offerings.Why we should careAcquia has been working to expand its portfolio through product development and acquisitions. We can anticipate Acquia will continue to strengthen its focus on portfolio development and expansion while Vista Equity Partners takes over the company’s operations.The private equity firm is well known for acquiring undervalued technology companies and turning them around for a large profit. A recent example is Vista Equity Partners’ 2016 purchase of Marketo for $1.8 billion. It sold Marketo to Adobe for $4.75 billion in 2018.According to Scott Liewehr, principal analyst at Digital Clarity Group, Vista buys companies and centralizes their operations…

From SEO to CMO: Self driving technology and the path to C-Suite

There is an incredibly exciting trend happening in the SEO community where more and more marketers are taking on more responsibility across multiple facets of digital marketing.As digital marketing develops more nuanced and targeted execution, marketers see ways to diversify their skillsets and impacts on their organizations.For search marketers, there has never been a better time to take advantage. According to BrightEdge data from CEO Jim Yu, more SEOs are taking on broader roles and having a bigger impact  – with 51 percent of customers expanding the role of SEO across all digital marketing and 23% become CMOs in recent years.Last week at Share19, hundreds of digital marketers, SEOs, and content strategists gathered to collaborate towards a common goal – to driving growth and revenue to their businesses and progress their SEO and digital marketing careers. Attendees learned new and advanced techniques for keyword research, learned about the career journeys of chief marketing office…

Four Questions to Ask Potential Software Partners

The software your firm uses has an incredible impact on your business performance, so it is important to choose wisely. Purveyors of software are typically referred to as vendors or providers but they are more like business partners.Whether you are looking for a comprehensive solution to implement throughout the company or a specific function like demand planning software, it can be very difficult to be sure you are selecting the best partner for you. Here are four questions to ask throughout the selection process.What Can You Do For Us?Before asking this question, figure out what you need. Generate a precise and exhaustive list of requirements. If the software you are considering offers solutions to every item on the list it will should be a perfect fit. However, you likely have information technology already in place, so be sure the new software will coordinate with legacy systems or replace them completely with little headache for users. Because each company is unique, be sure your…

Optimizing for voice search in 2019: Q&A with Amine Bentahar

As we gear up for The Transformation of Search Summit at the end of October, we have another speaker Q&A. This time we’re hearing from Amine Bentahar about his upcoming session on voice search optimization.Amine Bentahar is theChief Digital and Operating Officer at Adantix Digital. He’s also an author and member of the Forbes Agency Council.Amine’s session will be about “Optimizing for position 0: Everything you need to know about voice search.”Tell us about your current workAmine Bentahar: I’m the Chief Digital & Operating Officer at Advantix Digital. I’m in charge of operations and ensuring that we are delivering the best quality work and exceptional results for our clients.I’m also responsible for the overall digital and marketing strategy for many of our key clients which includes publicly traded companies, companies backed by major VC and PE firms, and mid-sized companies from various industries. What are your key priorities over the next twelve months?AB: Implement a voi…

Customer Data Platforms vs. Data Management Platforms

Data solutions are the number one type of tech currently being implemented by Enterprise companies. And with data-driven businesses experiencing 30% more growth than their competitors, who could blame Enterprises for jumping at the chance? Not every business is getting data strategy right, but the ones that are are thriving.But here’s the catch: With a fast-growing, ever-evolving MarTech market, it’s tough to know what kind of data platform is right for your business. What’s the difference between data platforms? They make similar promises about more customer insights. They all claim to organize and center around data. And they all promise big results. So how do you figure out what’s best for your company—what’s going to move you toward your business goals?The first step is understanding the difference between Customer Data Platforms and Data Management Platforms. This latest white paper from Lytics explains what CDPs and DMPs really are and how they’re different, and outlines the uni…

Analysis: New Amazon Echo wearables are more bad news for advertising

Amazon’s Alexa-enabled smart ring Echo Loop, (via Amazon)Earlier this week Amazon introduced new Echo and Alexa-powered devices at its Devices & Services Event in Seattle. They include a new Echo and Echo Dot, a new smart display a high-end Echo speaker, Alex-powered ear buds, a smart ring, smart glasses and several others.Most interesting to me are the Alexa wearables and what they suggest for the future of advertising and marketing on smart, connected devices without screens.New screenless devices. Amazon’s AirPods competitor, Echo Buds, are wireless earbuds with Alexa built in ($129.99). Echo Frames are smart glasses with Alexa ($179.99). The Echo Loop is an Alexa-powered smart ring ($129.99). Frames do not have any visual display (unlike Google Glass); instead it’s a purely auditory experience. They can also take prescription lenses and look (mostly) like normal frames.We don’t know yet how well any of these wearables perform or will sell but they’re priced pretty competitivel…

App Annie picks up mobile advertising analytics provider

Mobile market data and analytics provider App Annie will acquire mobile advertising analytics company Libring in a move the company says will help mobile publishers and brands to view market data and advertising analytics side-by-side.Why we should careMobile execution and engagement is a critical component of many brands’ success. And with mobile ad spend projected to double to $375 billion globally by 2022, marketers can expect their organizations to double-down on analytics to show return on their investments.By making this data more easily accessible to marketers, publishers and brands, App Annie users should be able to gain visibility into key metrics they need to. According to the company, customers will be able to better understand customer acquisition costs, lifetime value and return on ad spend.“The most successful companies find a way to capitalize on mobile, yet they have been struggling to maximize its value to their business,” said Ted Krantz, CEO of App Annie. “Today, th…

How we can restore trust in digital advertising?

Benoit Grouchko is CEO and co-founder of Teemo.Teemo is a France-based location intelligence provider (“drive-to-store” marketing platform) that serves the retail, fast-food, automotive and grocery industries. The companyworked closely with the French privacy regulator (CNIL) to develop specific consent languagearound third-party use of location data and saw 70% consumer opt-in rates.Benoit Grouchko is CEO and co-founder. I spoke to him recently about data and consumer privacy and his expectations for how CCPA will impact marketers.ML: Google proposed an industry-wide initiative to try and preserve behavioral targeting in the U.S. while giving consumers more control over that data. Are you hopeful about this effort?BG: Google owns such a large piece of the digital advertising pie that one can only be hopeful. Do they have the leverage to manipulate this to their benefit? Sure, but their efforts can also do a lot of good on a macro level. It’s a good sign and indicates that Google is s…

Instagram in-stream video ads driving more purchases than Story Ads: Report

Advertisers wanting to drive more purchases on Instagram may want to focus on in-stream video ads over Story Ads, according to a recent report from Wibbitz. The online video editing platform surveyed 1,000 consumers in the U.S., UK and France to get a broad overview of user behavior on the platform. Of the 1,000 people surveyed, 73% said they were Instagram users.In-feed Video ads versus Story Ads. Of the 73% of respondents who said they were Instagram users, 31% said they had purchased a product directly after watching a video on the platform. When digging into the types of video ads that resulted in a purchase, 27% of the respondents reported they bought something directly after watching an in-feed video ad, while only 12% said they had done the same after watching a video ad within an Instagram Story.The survey includes a fairly small pool of Instagram users — less than 1,000 spread out across three countries — but the fact that twice as many of the survey respondents made a purcha…

Cheetah Digital debuts Customer Engagement Suite for marketers

Cross-channel engagement platform provider, Cheetah Digital, has announced the debut of its Customer Engagement Suite. The suite is the result of the integration of Cheetah Digital’s existing products – Cheetah Experiences, Cheetah Messaging, Cheetah Loyalty and the Cheetah Engagement Data Platform. The solution is said to enable marketers to deliver personalized experiences, cross-channel messaging, and loyalty strategies, all based on a foundational data layer – the Cheetah Engagement Data Platform.The data platform provides real-time data collection, profile unification, segmentation and machine learning-driven insights. It also allows for personalized cross-channel execution.Why we should careWhile the platform is primarily intended for enterprise marketers, the solution is indicative of marketing challenges faced by organizations of all sizes. The challenges of unifying customer data, managing decisions and campaign execution throughout the customer lifecycle typically force mark…

A visual guide for every Google Ads extension

Sitelinks, the first Google ad extension, was introduced in 2009. They enabled advertisers to expand the total size of their text ads while also providing additional links to the advertiser’s website.In the ten years that followed these original ad extensions, Google rolled out an additional ten manual and automated extensions and two automated-only extensions.Manual extensions require that advertisers set them up within Google Ads before they can show up in the actual ad.Automated extensions require no set up on the advertiser’s part – Google Ads these automatically based on system predictions of performance.Since ad extensions only appear beneath the main body of the ad at Google’s discretion, there’s no easy way to preview an ad with the extensions included, thus it’s challenging for Google Ads managers and agencies to explain to clients what their actual ad might look like to searchers.This inspired me to create an in-depth, fully illustrated guide of Google’s ad extensions.What f…

Does your company need a marketing automation platform?

The proliferation of digital channels and devices can make it difficult for marketers to accurately target prospects with the right messages, on the right devices, at the right times. Faced with these challenging market dynamics and increasing ROI pressure, marketers at companies of all sizes can gain benefits from a marketing automation platform.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 includes a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support and financial resources to help you determine if you could benefit from implementing a marketing automation solution.Also included in the report are profiles of the 14 leading marketing automation vendors, pricing information, capabilities comparisons and recommended steps for evaluating a…

Using topic clusters to increase SEO rankings in practical

Topic linking comes under the wider term, internal linking. Internal links in SEO go to web pages in the same domain, internal links are considered to be of less value than external links. However, the topic clusters can be strategically used to significantly improve your site’s performance and increase rankings. What internal linking isInternal links are useful for Google to identify content on your site. Google’s bots find new content by crawling websites and following links. It means that if you post fresh content and it is not linked to any other page on the web, it won’t be found, nor ranked. Google itself confirms that, saying –“Google must constantly search for new pages and add them to its list of known pages. Some pages are known because Google has already crawled them before. Other pages are discovered when Google follows a link from a known page to a new page.”How topic clusters workWhile internal linking is quite broad, topic linking is narrower. Topic linking is simply li…

Moz Local Search Analytics and industry trends: Q&A with Moz’s Sarah Bird and Rob Bucci

Moz is known and loved by many in the SEO community not only for their tools, but also for the ways they’ve contributed to SEO education via their blog, Whiteboard Fridays, Search Ranking Factors study, and more.We caught up with Moz’sSarah BirdandRob Buccito learn about what they’ve been working on and trends they’re seeing in SEO. Sarah is CEO of Moz and has been at the company since joining as the eighth employee in 2007. She’s helped grow the company from a few hundred customers to now more than 37,000. Sarah holds a J.D. and previously worked as an attorney before getting into the startup space.Rob is VP of R&D at Moz. He previously was CEO of STAT Search Analytics, which he helped build since 2011 and which was acquired by Moz in October 2018. Their company is headquartered in Seattle, where Sarah is based, and they also have a large office in Vancouver, where Rob is based.In this conversation, we focus mostly on Moz’s interest in and work on local search, as well as better …

Comscore settles charges that it and former CEO Serge Matta engaged in securities fraud

Earlier this year Comscore lost its CEO Bryan Wiener and President Sarah Hofstetter. The two left over an alleged strategy dispute with the board. This afternoon the Securities and Exchange Commission (SEC) charged the troubled company and its former CEO Serge Matta with securities fraud.$50 in revenue fabricated. According to the SEC, Comscore and Matta overstated revenue by $50 million to create “the illusion of smooth and steady growth” over a roughly two-year period between 2014 and 2016. The scheme involved recognizing revenue on non-monetary data transactions:Comscore, at the direction of its former CEO Serge Matta, entered into non-monetary transactions for the purpose of improperly increasing its reported revenue. Through these transactions, Comscore and a counterparty would negotiate and agree to exchange sets of data without any cash consideration. Comscore recognized revenue on these transactions based on the fair value of the data it delivered, which had been improperly in…

Grab these Search Marketing Expo rates now!

Hi there! Quick reminder…Search Marketing Expo – SMX East is happening November 13-14 in New York City… and Early Bird rates expire next Saturday, October 5!Don’t miss out on up to $600 in savings on the only search marketing conference that’s programmed by the Search Engine Land editors.You’ll get 90+ tactic-rich search marketing presentations (including two new full-day tracks on agency operations and local search for multi-location brands), keynotes from Rand Fishkin, Google, and Microsoft Advertising, 8 interactive Q&A clinics, demos from 30+ market-defining vendors, exclusive networking events, and so much more.Ready to register? Get started here!See you in NYC :-)The post Grab these Search Marketing Expo rates now! appeared first on Marketing Land.

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