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Showing posts from January 9, 2019
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Reddit hires former Twitter ad team director as VP of ad products, engineering

Reddit announced on Wednesday it has named Shariq Rizvi as its vice president of ad products and engineering. Rizvi will lead Reddit’s monetization and ads product team, and report to CEO Steve Huffman. Most recently the co-founder and COO of Netsil, a monitoring platform for modern cloud applications, Rizvi served as Twitter’s co-founder of performance ads business and a director on its ads team from 2012 to 2016.Why you should careWith this latest hire, Reddit is aiming to take its performance and direct response ad offerings to a new level. Rizvi’s background in ad tech and entrepreneurial initiatives show that the company is committed to further building out its ad platform to attract more advertisers to the site.“Reddit offers a powerful solution to the human need for true community and authentic communication, which I’ve experienced first-hand. Aside from the clear value for users and advertisers, there’s also an obvious match between my knowledge, experience, skill set and what…

ABM is maturing, here are some tools to help build successful campaigns in 2019

If you visit the same restaurant you’ve gone to for years, there’s probably a waiter who knows your name. They stop by, welcome you back and ask how your family is doing – and instead of asking for your order, they just bring it to the table. And the friends that came with you to this restaurant for the first time? They’re impressed.Now imagine you’re going to a restaurant for the first time and you have that same experience. You haven’t had to show up for years to build this rapport, because they’ve done the hard work of finding out who you are and what you like. There’s a high likelihood that you’ll talk about that experience. And there’s a high likelihood that you’ll become a regular customer. That’s what a prospect experiences when an account-based marketing (ABM) campaign is executed successfully.ABM is more than a trendAs a marketer, you’ve probably heard the term “ABM” by now. Forrester’s 2017 Q1 International B2B Marketing Panel Online Survey showed that 36 percent of companie…

HubSpot CEO Brian Halligan reflects on the evolution of inbound marketing

HubSpot co-founder and CEO Ben Halligan on stage at Slush 2019. Photo by Maija Astikainen. Used with permission.We’re approaching ten years since Brian Halligan wrote the book on inbound marketing. As the book and the approach to marketing turn a decade old, how has inbound aged?Creating enough (and good enough) content to feed the inbound machine demands more of marketers’ time and budgets every year. Ranking in Google is more competitive. Social newsfeed algorithms impose limits on reach for branded posts. And breaking through the noise to forge meaningful connections with your ideal audience members has become more elusive.In 2019, is inbound marketing becoming less effective, or is it possible that as marketers, we need to change our approaches?In the hours following his recent presentation at the Slush conference in Helsinki, I got the chance to sit down and talk with Brian Halligan, co-founder and CEO of HubSpot. Along with Dharmesh Shah, Brian Halligan is the figurehead of the …

Instagram’s e-commerce success is building with Stories

In addition to the big digital money makers like Amazon, Shopify, eBay and Alibaba, social media platforms have become one of the most effective vehicles for brands to drive e-commerce sales. The thing that kick-started it all? Creators.The rise of influencer marketing has been sparked not only by the trust that consumers place in their favorite social superstars; findings that show 11 times the ROI of traditional advertising. This has resulted in the number of creator campaigns in 2018 more than doubling when compared to 2017.Perhaps of the most effective social platforms for influencer marketing is Instagram, which is now being leveraged in roughly 93 percent of campaigns, according to CreatorIQ (my employer). And the top post format on the top platform? Instagram Stories, which have seen utilization grow by 60 percent in the last quarter for creator campaigns.To put this in perspective, Instagram is currently being leveraged more than twice the second-most leveraged social platform…

The coming battle between ABM and marketing automation tools

For those of us who aren’t salespeople or marketers, account-based marketing (ABM) may seem like something that should have been part of marketing platforms all along.After all, if you’d like to get Big Company to become a new customer of your products, wouldn’t you choose and pitch the account as well as the individual?Of course, Gartner Managing VP and analyst Todd Berkowitz told me.“The notion of ABM has been around for a while,” he said, “starting with very large companies looking at their top 50 accounts” and trying to figure out how to increase their customer base. Last month, he and Senior Director/analyst Noah Elkin released their “Market Guide for Account-Based Platforms.” [Gartner account required.]Traditionally, he said, B2B sales was oriented toward key accounts to sell them more product, while marketing was focused on new customer acquisition.Many digital marketers originally found new business with their digital tools by targeting and nurturing profiles of individuals. A…

Quora advertisers can now retarget users who looked at specific questions

Quora advertisers can now retarget users that have visited specific question pages, the question-and-answer platform announced Tuesday.Why you should careQuora Product Manager Elynn Lee said that user questions can “provide a valuable signal on intent.”“For example, if a Quora user is reading questions about how to buy the best marketing automation software, it’s highly likely they are in the market to buy marketing automation software,” Lee said.To get started, select “Question Targeting” as your targeting type in Quora Ads Manager. Then, choose “Show ads to users who previously read about a question” as the targeting subtype.The Question Date Range option lets you specify the time frame in which users visited specified question pages, such as in the last 30 days, depending on what makes sense for your campaign. Then add the questions you want to target. You can also target users who’ve visited specific Quora Sessions by adding the URLs.Question Targeting is a new option available in…

Marketing Day: The MarTech agenda, Amazon’s targeted product sampling ad tests, 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:Amazon’s latest ad test: Targeted Product Sampling
Jan 8, 2019 by Ginny Marvin
The program, currently in pilot, could eventually be available to CPG companies via Amazon’s self-service ad platform.The MarTech agenda is live. See what’s in store & join us in San Jose!
Jan 8, 2019 by Scott Brinker
Seasoned marketers are right to be wary of too many industry predictions, but I’m quite certain of three things for the year ahead: Marketing technology and operations management will be integral to marketing in 2019. Martech tools, talents, tactics, and the overall marketing world will continue to change.Winning on Amazon: Here are 3 strategies that can help
Jan 8, 2019 by Andrew Waber
Ask hard questions about your product assortment and get yourself ready for the ‘One Vendor’ change on the Brand Registry.Recent Headlines From MarTech Today, Our Si…

Survey reports 118 million smart speakers in U.S. but the expectation of future demand is way down

The latest smart audio report from NPR and Edison Research estimates that there are now nearly 120 million smart speakers in U.S. homes, representing 78 percent year-over-year growth. However, the survey also found that nearly 70 percent of survey respondents were “not at all likely” to buy another device.Almost 120 million devices. Late last week Amazon informally announced that 100 million Alexa-powered devices had been sold globally. The NPR-Edison estimate (extrapolated from survey data), would appear very consistent with that. Google has also sold millions of Home devices, although the company hasn’t released any specific numbers.The NPR survey found that 77 percent of respondents were aware of smart speakers in December 2018. It also indicated that the number of owners that had three or more smart speakers had grown from 17 percent in December 2017 to 30 percent this year. Another 22 percent have two speakers at home. That figure was basically flat compared with a year ago.Deman…

Amazon’s latest ad test: Targeted Product Sampling

Amazon’s ad business is growing rapidly. With triple-digit growth reported in the last three straight reporting periods, Amazon’s annual ad revenue is on pace to top $10 billion. The e-commerce giant’s latest ad test goes beyond traditional display, video and product search advertising to delivering product samples directly to customers.Why you should careThe sponsored sampling program, first reported by Axios Tuesday, taps Amazon’s greatest strengths: its order fulfillment capabilities to facilitate fast and accurate sample delivery; an unparalleled trove of data on what millions of individual customers search for and buy; and a deep practice in machine learning to identify other products or brands those consumers might be willing to try.It’s not clear exactly when testing began, but the Targeted Product Sampling program is in its early stages and not yet available via Amazon’s self-serve advertising platform, though including it there appears to be the eventual goal.”The technology …

The MarTech agenda is live. See what’s in store & join us in San Jose!

Seasoned marketers are right to be wary of too many industry predictions, but I’m quite certain of three things for the year ahead:Marketing technology and operations management will be integral to marketing in 2019.Martech tools, talents, tactics, and the overall marketing world will continue to change.Marketers eager to master this discipline, learn from and network with like-minded peers, and keep ahead of all the changes that continue to disrupt marketing as we know it are attending MarTech® April 3-5 in San Jose.A few agenda highlights of the conference that you can count on:
…and more to be announced soon.I guarantee this will be a spectacular couple of days for marketing technology and operations leaders at all levels. Beyond the editorial program I listed above, there will be dozens of sponsored sessions, over 100 exhibiting martech companies, more than 2,000 marketing technology pros, valuable networking, and so much more.Pick your ideal conference experience and enjoy the be…