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Showing posts from November, 2019
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The finite era of “actionable insights”

For years, “actionable insights” have been the Holy Grail for data analytics companies. Actionable insights, the thinking goes, are the end product of data collection, aggregation, analysis, and judgment. They enable a decision-maker to modify behavior and achieve desired outcomes.The process begins with data collection, which can take many forms. There’s a big difference between collecting data and aggregating it in a meaningful way that can provide a picture of reality. That’s the “insights” part of the puzzle. First, you need high-quality data, then you need the technological prowess to clean and organize it.With high-quality data that’s been cleaned and organized, the next step is to provide context. This is the realm of companies like Tableau, which provide tools that translate machine-friendly data points into human-friendly visualizations that strive to depict an objective picture of current conditions.But whereas a snapshot of current conditions may, in fact, yield new and mea…

Top five SEO tools to generate more leads in 2020

Lead generation via SEO is one of the best ways to improve the overall conversion rate of your website. There are several go-to SEO tools like SEMrush, Ahrefs, Moz, and Google Keyword Planner that most marketers use for keyword research, competitor tracking, and SERP movements. However, this is only one side of the equation.Once people’s organic searches have pointed them to your web pages, what’s the best way to ensure they take the next step and opt into your email list? Let’s take a look at the top five SEO lead generation tools and how you can use them to convert more of your site’s visitors in 2020 and ahead.1. Hello BarWith Hello Bar, you can convert your existing visitors into customers. You can design custom messages for your visitors and display them just at the right time.Hello Bar sits at the top of your site, and it can be used to display irresistible offers to your visitors. You can even collect email addresses from your visitors to increase your subscriber database. Here…

Back to basics: Understanding your paid search metrics

One of the great things about paid search is the fact that you can track everything. If someone visits your store after seeing your billboard or TV spot, there’s no real way to trace that. However, if someone sees your paid search ad and visits your website, you know how they got to your site. You know which ad they saw, what copy they responded to and even what search term triggered your ad.There’s so much data that it can be hard to figure out what it all means or what to do with it. Impression counts, clickthrough rates, cost-per-click…how do you sort through it all and use your paid search metrics to make intelligent decisions?I mean, what’s the point of having all of that data if you don’t know what to do with it?To make matters worse, a lot of this data can be hard to properly interpret, so even experienced online marketers often draw the wrong conclusions from their data or focus on the wrong metrics in their accounts. So, if you’ve ever stared at your paid search account and w…

Here’s why marketer’s need to understand dedicated and shared IPs

During a Q&A at a recent event, I was asked which was better: dedicated or shared IPs. This is a great question because there are many factors to consider. The person asking was fairly certain that shared IPs are better, but it’s not that simple. Not all is as it seems.Volume mattersDedicated IP addresses are awesome if you have the volume and frequency to take advantage of building your reputation. However, for smaller senders, SMBs, local businesses, and entities that send infrequently, a shared IP is probably the best route to achieve the benefits of mutually-combined volume. Senders that send fewer than 50,000 emails a month should consider a shared pool because they won’t build enough volume to help a mailbox provider understand and assign their sending IP a positive reputation.Large senders, those that send routinely and deliver more than 50,000 emails a month, need a dedicated IP to establish and build their reputation versus simply inheriting the shared reputation of a poo…

AWS makes it easier to add machine learning prediction models to your martech tools, dashboards

Amazon is bringing its machine learning capabilities to more business analysts and developers. The company announced Tuesday that Amazon Aurora, Amazon Athena and Amazon QuickSight users will now have access to machine learning prediction models that can easily be integrated into various applications and business intelligence dashboards.“This makes it more straightforward to add ML predictions to your applications without the need to build custom integrations, move data around, learn separate tools, write complex lines of code, or even have ML experience,” writes Matt Asay, an enterprise strategy and evangelism executive for Amazon Web Services.Why we should careAmazon Web Service’s machine learning offering is giving developers tasked with writing SQL queries a low-code option to build marketing-related prediction models. Asay used the following lead-scoring example that shows how it can benefit martech developers:“You can take a lead scoring model built by your data science team, or…

Think CCPA doesn’t apply to you? You should probably think again

The California Consumer Privacy Act (CCPA) has many companies in the U.S. scrambling to figure out whether and how to comply when the law goes into effect on January 1. It explicitly covers for-profit companies doing business in California or with California residents.The plain language of the statute says one or more of the following conditions must apply to companies for them to be covered by the privacy law:Has annual gross revenues in excess of $25 million;Possesses the personal information of 50,000 or more consumers, households, or devices; orEarns more than half of its annual revenue from selling consumers’ personal informationThis would appear to exempt companies that don’t fall into these relatively clear categories. However, that may not necessarily be the case. I asked several companies and experts for their responses to the question, “Which (types of) companies can confidently ignore CCPA?”Some probably can but shouldn’t, was the consensus.Questions for agencies“One area w…

Preparing college students for the marketing profession takes commitment and planning

Recently, I on-boarded a martech intern. It’s exciting to offer college students an opportunity to explore their professional interests. The great thing about martech is how it touches many of the various disciplines and teams in the marketing department that can be highly beneficial for students looking for real-world experience – not to mention help the marketing profession launch well-prepared talent into the workforce after graduation.A colleague and friend in human resources advised me that an internship is a two-way transaction. Our company expects some value from the intern, but their interests and goals for the experience are also important.With that in mind, I’ve built an intern experience in the marketing department to meet everyone’s expectations in the following ways.Townhall meetings. Watching some of our monthly townhall recordings will help them understand the company, what it does and the culture of the place.Onboarding and introductions. Meeting key people, reviewing …

An introduction to Google Ads Video Ad Sequencing (VAS)

Video Ad Sequencing (VAS) is a recent addition to the Google Ads video campaign types that allows advertisers to, “…tell your product or brand story by showing people a series of videos in the order that you define.” But it is really a lot more.Video Ad Sequencing can be used to take your target audience on a video journey based upon, to a limited extent, their behavior. By telling a story VAS lets you drive deeper awareness, engagement, and consideration.Examples of Video Sequencing usageLet’s say you want to let people know about “Five key elements of your product” and why it makes you better than the competition. With VAS, you can effectively ensure that potential customers see each video, in a set sequence.We used VAS with one of our clients which had one long-form video that was just too long to capture the short attention span of users on YouTube. So, instead, we split the ad into five short vignettes, each with a quick intro and value-prop within the first five seconds (which i…

Here’s what to expect in paid search, email marketing, spending and more during the BFCM stretch

Thanksgiving Day is upon us, and with it, the busiest shopping week of the year. The five-day stretch between Thanksgiving Day and Cyber Monday poses a unique challenge this year for retailers — 2019’s “Cyber 5” will kick-off a shorter-than-usual holiday shopping season with six fewer days between Thanksgiving and Christmas Day.Fortunately for e-commerce brands and online retailers, the shorter season is not likely to impact how much consumers plan to spend during the next month. eMarketer reports 2019 will be the first year holiday revenue will surpass $1 trillion, a 3.8% jump over last year.So what can online retailers expect over the next five days? We’ve assembled the following rundown this year’s holiday shopping forecasts so you know what’s coming.Cyber Monday to see record salesAdobe reports this year’s holiday season will bring in $143 billion in online revenue, with $30 billion coming in between Thanksgiving and Cyber Monday. Both Adobe and the National Retail Foundation (NRF…

Brand loyalty remains high at 89%, driven by product and price rather than service

Last year, Yotpo found that 90% of consumers surveyed considered themselves brand loyal, in contrast to the conventional thinking that loyalty was dead. That number hasn’t changed, according to this year’s survey of 2,100 U.S. adults; 89.1% of consumers said they were brand loyal, with 25% saying they were more loyal than last year.‘I tend to buy from the same brand.’ The survey asked respondents “what does being brand loyal mean to you?” The top response was “I tend to buy from the same brand” (67%). That was followed by “I love the brand” (39.5%) and “I buy from the brand despite cheaper competitors” (37.7%). However, the phrase “I tend to buy from the same brand” suggests softness and that loyalty for many people is a function of inertia.In response to the question “How many times do you purchase from the same company before you’d consider yourself loyal?” roughly 87% of respondents said at least three times. Of that group, 36.4% said that it took at least five purchases for them t…

Social now dominates $57.3 billion U.S. programmatic display market

Social is accounting for a higher-than-expected share of programmatic display ad spending. Advertisers in the U.S. will spend more than $57 billion on programmatic digital display by the end of 2019, with 56.3% of that going to ad units on social platforms, a new report from eMarketer predicts.Social’s share of programmatic display spending is expected to increase to 57.6% by 2021, according to the report. That’s up from eMarketer’s April estimate of 52%.Note that eMarketer defines programmatic display advertising as “the use of automation in the buying, selling or fulfilling of digital ads,” which includes display ads served through both publisher APIs and impression-based bidding platforms such as Facebook, LinkedIn, or Twitter.Overall, eMarketer predicts that programmatic display advertising will account for 83.5% of total digital display ad spend this year – and could reach nearly $80 billion by 2021 as technologies evolve. Overall, growth in programmatic display has been steadily…

CCPA Goes Live in Weeks: Is your marketing measurement ready?

The California Consumer Privacy Act – or CCPA – goes live in a few short weeks, and it has major implications for your marketing measurement. CCPA creates strict new requirements and processes for all brands that sell to consumers in California. It also imposes new financial and compliance risks for marketing organizations.Join OptiMine CEO Matt Voda as he explains how CCPA will impact your marketing measurement, including potential problems and accuracy issues around multi-touch attribution. You’ll hear best practices and options to move forward and improve your marketing measurement, even in the face of expanded consumer privacy regulations across the U.S.Learn about the specific CCPA rights and requirements that will impact all brands. Register today for “CCPA Goes Live in Weeks: Is your marketing measurement ready?” presented by Optimine.

The post CCPA Goes Live in Weeks: Is your marketing measurement ready? appeared first on Marketing Land.

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Black Friday and Cyber Monday deals on SaaS, digital marketing tools and online courses for marketers

Black Friday and Cyber Monday are indisputably two of the biggest shopping holidays of the year for consumers, but it is also a great time for digital marketers, small business owners and agile teams to snag critical martech tools at a bargain.Many marketers are so focused on finishing up their campaigns for Black Friday and Cyber Monday that they might overlook some valuable deals on marketing technology from popular vendors. But martech vendors aren’t the only ones with special offers for marketers this year — many accreditated, reputable institutions are offering professional certifications and a wide range of digital marketing courses at steep discounts.Black Friday martech dealsAdobe is offering a 40% discount to individual users on its Creative Cloud All Apps plan. Industry-standard apps including Photoshop, Illustrator, Premiere Pro and the new iPad version of photoshop are among the 20 apps included in the plan. The offer ends on Friday, November 29.Adobe’s Black Friday specia…

Want to be a CX leader? Embrace more listening channels, collect and share customer feedback

B2B businesses have as much to gain from an optimal customer experience strategy as B2C organizations, but building and implementing effective CX methods takes time and effort. The larger an organization is, and the more siloed its business units, the more difficult it becomes to get all departments united on a CX strategy. The good news: implementing a relatively simple set of CX initiatives can set your company apart from the competition.What separates CX leaders from laggardsCustomer experience platform Medallia surveyed 375 senior B2B executives on their CX initiatives and identified three distinct CX practices that differentiated the “leaders” from the “followers” and “laggards.” CX leaders were more likely to:Implement multiple digital listening tools.Be “relentless” about using customer feedback to drive action across the organization.Hold more than one department accountable for the company’s overall CX efforts.Listen to your customersCX leaders were more likely to have, at le…