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Showing posts from February 19, 2019
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Link reclamation: A practical guide for turning unlinked brand mentions into links

Your latest content campaign has been covered by a top-tier global publication… but there’s no link! Your brand (or your client) has been mentioned, but that’s all.At this stage, do you simply accept the brand value of a mention and move on to target your next link prospect? Or is there a process you can follow to at least try to get a link added in?Sadly, unlinked brand mentions are one of the biggest challenges when building links through content marketing and digital PR. It’s more common than many link builders would like to admit.But, seeing a link added in to an article after it’s been published can be easier to achieve than many assume.You just need to know when it’s right to ask for a link, who you need to reach out to and what you should say. We’ll cover all these things below.Content-led link building is hard — don’t let anyone tell you otherwise.It often takes blood, sweat and tears to launch a campaign which earns significant numbers of links. And it’s for that reason that …

YouTube updates ‘strikes system’ to warn creators first when their content breaks the rules

YouTube is updating the penalty system for creators who break content policies. Starting February 25, creators who violate content rules will first receive a warning — before receiving a strike — and the offending content will be removed, with no other penalty on the channel.Why you should careYouTube reports that 94 percent of creators who receive a first-strike for breaking content policies never get a second strike. With the new warning system, video marketers who unintentionally violate a content policy will no longer have that “first strike” on their record — instead, they will simply receive a one-time warning the first time they post content that goes against YouTube’s Community Guidelines. The content that breaks the rules will be removed and the channel will not receive any other penalties.For creators who violate policies after they receive a warning, YouTube’s three-strike penalty system goes into effect:
The first strike will include a one-week freeze on the ability to upl…

What the US data protection law will mean for ad tech and marketers

We’re at a pivotal time in the marketing industry. It has been nearly a year since GDPR arrived in the EU, but the repercussions are still being digested in Europe and beyond. Meanwhile, on the other side of the Atlantic, a data protection ripple effect has been felt far and wide. It is now more vital than ever for marketers to pay due diligence on matters of their data, as well as the data of their partners. But how did we get to this point and what can marketers do to ensure they are in step with the recently proposed regulations that came about in the aftermath of GDPR?Beyond GDPROn the heels of GDPR arriving in the EU in April 2018, a private bill defining new online consumer data protection was proposed in California. However, to sidestep the Golden State’s strict rules on such cases, the privately-brought bill was effectively torpedoed by a traditionally-crafted piece of law we now know as the California Consumer Privacy Act (CCPA), which has a defined launch date of January 202…

What does online lead generation look like in 2019?

If you ignore the noise and trends that arise each year (and the predictions, so many predictions), the simple truth is that most marketing activities are fundamentally focused on gaining and keeping additional customers. For many businesses, particularly in B2B, this means increasing the quantity and quality of your leads.At HubSpot (my employer), this is obviously a big focus, so we conducted research recently to see how marketers are looking at lead generation and lead capture in the modern era. With all the talk about conversational marketing, the increasing prevalence of analytics, data enrichment and experimentation we wondered, “what has changed, and what is still the same?”Here’s a summary of what we learned as well as what it means for your marketing efforts moving forward.Forms still matterWhile everyone the MarTech space keeps talking about the emergence of chatbots, and forms being boring and frustrating, most marketers are still using forms. And most consumers still have …

Personalizing customer experiences at scale

Personalization has become integral to the customer journey and is now a key driver of brand loyalty across all channels. Consumers are much more likely to buy from brands – both in-store and online – when offers are personalized. And it’s not just your brand communications that need to be more relevant:  consumers are also interested in purchasing more personalized products and services, and are willing to wait longer to get them.You know more about your customers than ever before. But isn’t one of your biggest challenges how to make sense of all that customer data so your marketing messages can be more targeted and relevant? In some ways, the proliferation of data and bigger, more complex marketing stacks have made the goal of deeper personalization both easier to visualize and more difficult to implement. While most companies agree that personalization is critical to their current and future success, IT roadblocks and legacy technology are major barriers to their personalization ef…

Report: Apple buys voice tech platform PullString

A screenshot from Pullstring’s Converse software. Siri could be getting a boost, following Friday’s report that Apple has acquired voice tech startup PullString.The report by online news publication Axios did not specify deal terms, although it did indicate the price was about $30 million, plus about $10 million in potential earnouts by PullString executives. Apple has not confirmed the purchase.At first, talking toys. Started in 2011 by ex-Pixar employees, including former Pixar CTO Oren Jacob, the startup was originally called ToyTalk. Its initial projects were focused on in-character interactive voice tech for such toys as Hello Barbie and Thomas the Tank Engine, and a chatbot for Call of Duty’s Lt. Reyes.In September of 2016, it released its Author platform so that marketers could create their own text-based chatbots, and in December it added the ability to create voice-based skills for Amazon’s Alexa.In the fall of 2017, PullString launched a platform that was completely oriented …

Check out the MarTech preview!

Twice a year, I face a dilemma.Presented with hundreds of nominated speakers and topics for an upcoming MarTech® conference, I have to choose only a few dozen to fit into a two-day, three-track event.It’s a dilemma for a couple of reasons.First, the vast majority of pitches we get from martech practitioners and experts are really good. Having to turn down most of them, simply due to the limits of time and space, kills me. I’m so grateful to everyone who sends in proposals, and I’m sorry we can’t accommodate you all. Believe me, I wish we could.But there’s a bigger challenge: how can I best serve you as a MarTech attendee?Martech is such an expansive and diverse field that it’s impossible to cover all of it. Especially because we don’t think of martech as merely a collection of tools and technologies. That is massive enough on its own. But we think of martech more holistically as a new discipline, the innovation of marketing, technology, and management combined.

That’s a pretty wide le…

New report: Most companies have ‘orphaned’ SaaS apps in their stacks

The average company with 200 to 500 employees uses about 123 Software-as-a-Service (SaaS) applications these days.That’s part of the portrait of companies’ typical SaaS stacks, as depicted in the latest report on the topic from the New York City-based startup, Blissfully. While marketers’ software tools these days are almost entirely cloud-based, so are other departments’, and application management has become a significant operational issue.The New York City-based firm’s platform tracks SaaS application usage and spending for about a thousand brands, whose cumulative data is embodied in “2019 SaaS Trends” [free, email address required].From the Blissfully report Rapidly changing stacks. Compared to its previous two annual reports, the company said, the new version features new metrics like app turnover rate and duplicate subscriptions, and a new SaaS Graph, which visually depicts the connections between employees and SaaS apps.One of this year’s biggest takeaway is that “companies are…

Google won’t block ad blockers after all

Last month Google was set to move forward with a change that would have disabled most blocking and content filtering capabilities of Chrome extensions by deprecating the webRequest API. The stated rationale was improved privacy, security and page load times. Now Google has reversed itself, after developer objections and a study that seemed to contradict one of its central assertions.Google reversal. In a Google Groups post, Google engineer Devlin Cronin said, “The webRequest API is not going to be fully removed as part of Manifest V3.  In particular, there are currently no planned changes to the observational capabilities of webRequest (i.e., anything that does not modify the request).”This seeming reversal appears in part to have been motivated by findings from a study conducted by Ghostery. That study was undertaken explicitly in response to the proposed deprecation of the webRequest API in Manifest V3. It examined the performance of several popular content/ad blockers and “focused …