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Showing posts from January 17, 2019
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New Salesforce tools let marketers create mobile apps without developers

Salesforce’s new Mobile Builder for the Lightning Platform Salesforce is adding on Thursday the ability for marketers and admins to create and publish mobile apps for iOS and Android devices on its Lightning Platform and for its Community Cloud.The new Lightning Platform Mobile offers three tools for this app development platform.Builders, Services and Publisher. Mobile Builders, a “low-code development environment,” includes pre-built JavaScript components, so that Salesforce admins can create apps all on their own. Spreadsheets can be converted into apps, and the data model and UI are created with a few clicks. Nearly two hundred pre-built components are also available in the Salesforce AppExchange.An accompanying Mobile Services lets users integrate Salesforce’s Einstein AI layer, third-party data or mobile push notifications with a few clicks.And a new Mobile Publisher lets admins publish the apps directly to the App Store or Google Play, with Publisher handling the packaging and s…

Google Search Console for small businesses [Video]

What’s changed in the new Google Search Console? And how might those changes affect us?In this article, contributor Mike Zima gives us a text / video combo showing us around the updated Search Console. Specifically we explore how these updates can be beneficial to small businesses.Watch the nine minute video here, or read the text below.Ps, he filmed it in Mallorca, Spain, so you really might want to check out the video.First, it was Google’s mobile-first index. Now, it’s the new Google Search Console.These might seem like they’re designed to make your life more difficult (or at least, more confusing). But in reality, these updates, especially the updated Search Console, can make your life as a small business owner easier.Here we list the three important features in the update, how they work, and why they’re great tools for small businesses to use in growing their search strategy.The Performance ReportThe most powerful section of the redesigned Search Console is the Search Performance…

Crawl, walk, run and fly: The 4 stages of scaling website analytics

It can be intimidating to tackle the challenge of big data. While some tech-thinking companies have led the charge toward analytics, metrics and measurement, many companies are still grounded by the weight of having more questions than answers. How much data should I collect? What metrics are important to me? How do I get the best out of my investment?If you’re ready to get up off the floor and dust off your data practices, it’s time to identify where you are and learn how companies mature to where they want to be. We will look at the four typical stages that companies go through when scaling website analytics.Stage 1: CrawlEvery process must start somewhere – and this process should begin by asking the important questions about your organization. What are our effective key performance indicators (KPIs)? What are the driving factors that influence our business? What are the differentiators between our sectors of business that could influence our success?Two factors to consider:1. Impo…

What working with tech brands taught me about the future of agencies

For agencies, tech companies have always posed a unique challenge. Besides educating audiences about complicated technology-related products, agencies also need to excel at traditional marketing – telling both a story of “what” a brand or product is and “why” users or customers should care. And if that weren’t enough, many tech companies are obsessed with speed – built for constant, agile innovation – which means they insist that their agency partners are similarly fast, inexpensive and flexible. Tech is quickly evolving and they expect us to keep up.As brands become more and more tech-integrated and act more like nimble startups, tech giants and leaders of innovation, agencies need to be able to meet the needs of these companies.Telling the product storyWhat tech brands desire more than any other vertical is product differentiation. This is especially true for those in B2B. The marketplace has become so crowded, with everyone messaging the same thing about their expertise in security…

Here’s why you should take a deep dive into data to optimize your conversions

So, you got the basics of Conversion Rate Optimization (CRO) and why it’s essential to your marketing strategy. (To recap: a successful CRO framework increase sales and revenue while reducing the cost of paid media.) Great! But how do you get started? There are some general things everyone can focus on to improve their conversion rate, e.g. site speed. But where’s the list of best practices, you may be wondering? The unfortunate reality is that there’s no convenient checklist waiting for you. There’s quite a bit more to CRO than applying a few changes, crossing your fingers and walking away hoping for the best.Data and analytics inform CROOptimizing conversions works on a case-by-case basis. Each brand, site and customer journey is different. There are millions of sites out there with varying needs, goals, traffic, designs, languages. You can’t take what works for one site and apply it to another. Your site should serve a specific purpose; both providing value and addressing the conce…

How are marketers using IoT in 2019?

More than 24 billion internet-connected devices are expected to be installed globally by 2020, according to Business Insider. But how are marketers taking advantage of the opportunities offered by this dramatic growth?Smart speakers a good starting pointA steep rise in the purchase of voice devices, as well as smart home devices like the Amazon-owned Ring and Blink, show that consumers are becoming increasingly comfortable and receptive to using devices that interact with each other in the real world.In the meantime, global smart speaker shipments grew 137 percent year over year in the third quarter of 2018, up from less than half that figure (8.3 million) a year ago. As a result, a smart speaker strategy has emerged as a key entry point for marketers who want to implement IoT.Samsung, Nordic Track, Innit and GE introduced new IoT products at CES earlier this month Alan LaFrance, marketing strategy manager for service marketplace Lawnstarter, said he believes that smart speakers will b…

Marketing Day: Gillette’s viral video ad, Urban Airship buys Accengage, 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:Gillette sparks emotions, controversy, possibly gold with ‘We Believe: The Best A Man Can Be’ video
Jan 16, 2019 by Amy Gesenhues
Many are asking if Gillette’s commentary on toxic masculinity is too controversial. The answer will come when sales are reported. Urban Airship buys EU counterpart Accengage to extend reach further into Europe
Jan 16, 2019 by Greg Sterling
Notification opt-in and engagement rates are growing according to internal company data. Kiip partners with Purchase Decision Network to make shopping list data available to its advertisers
Jan 15, 2019 by Barry Levine
This is the first time this valuable intent data will be available to an outside ad network. Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:Truth in Measurement launches to create standards for sharing ad measurement data
Jan 1…

Gillette sparks emotions, controversy, possibly gold with ‘We Believe: The Best A Man Can Be’ video

Gillette has accomplished what many advertisers strive to achieve, sparking emotions with its now viral “We Believe: The Best Men Can Be” video ad. The brand released the “short film” on Sunday, and quickly generated thousands of reactions, conversations and hot takes about toxic masculinity and whether brands should weigh in on social issues.If Gillette’s primary goal was to get the ad in front of the widest audience possible, it is succeeding. In three days, it has had more than 11.5 million views on YouTube and 4.1 million views on Facebook (with 24,000 comments and nearly 150,000 shares). But savvy marketers need to go deeper than “how many views did we get” when releasing a controversial ad.When ads spark conversation and controversy. Much like Nike’s ad featuring Colin Kaepernick, Gillette’s video highlights the risk more brands are willing to absorb by taking a stand on social issues.“If in the past, brands stayed away from participating in political discussions or highly conte…

Truth in Measurement launches to create standards for sharing ad measurement data

Another industry group has launched to foster ad industry transparency.Called Truth in Measurement (TIM), it is spearheaded by people-based ad server Thunder Experience Cloud.The key problem statement that TIM is looking to solve, Thunder CEO Victor Wong said in an interview, is: Can the advertising ecosystem share data while protecting consumer privacy and platform data?‘Community gardens,’ instead of walled gardens. As with everything in digital advertising, a key factor in this quest is the big “walled gardens,” especially Facebook, Google and Amazon.These companies keep a tight hold on targeting performance data, keeping advertisers from accessing and using that targeting data outside of their platforms. But because TIM’s focus is on advertising analytics, verification and attribution data, not targeting, the hope is Facebook, Google and other big walled gardens might participate.Wong noted the statement last fall by Brian Lesser, CEO of AT&T advertising unit Xandr, that his c…

Urban Airship buys EU counterpart Accengage to extend reach further into Europe

Multichannel notifications provider Urban Airship has purchased Accengage, a company that offers parallel services (and mobile CRM) in multiple countries in continental Europe. The purchase price was not disclosed.90 billion messages across multiple channels. The combined company will now have messaging volume that exceeds 90 billion per month globally. Channels include in-app notifications, browser-based notifications, mobile wallet engagements, SMS, Facebook Messenger and email. Key customer verticals are e-commerce, retail, finance, media and travel. The combined entity will support actions in five languages.The acquisition also strengthens Urban Airship’s GDPR compliance capabilities, with additional expertise and a EU data center, although the company had already been operating in the UK and says its the mobile notifications leader in that country.Preventing app churn. In a phone call Monday, Urban Airship’s executives also discussed the company’s machine learning and AI capabili…