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Showing posts from March 7, 2019
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Why agencies are feeling ‘meh’ about automation

When it comes to automation, many agencies are ambivalent about the technology. Marketing Land’s own digital agency survey found 72 percent of respondents indicated “neutral” when asked how they felt about automation. I was not all that surprised by this high number based on my own agency experience. Here’s why.1. We’re losing sleep trying to keep up with talent demandsOn one hand, we’re just trying to keep up with the abundance of client requests and the superspeed of change in the industry. Most of the time there is more demand for work than there are people who actually know how to do it. So I’m also not surprised that the survey found 70 percent of agency respondents are hiring. Nearly 50 percent of that group said they are having a hard time filling positions with only 20 percent indicating they can fill positions relatively easily.On the other hand, I think we are actually just trying to juggle increased demands from clients. And don’t forget the time it takes to hire, train and…

Elevate your martech skills with deep-dive, hands-on training

A couple weeks back I previewed the graduate-level keynotes and sessions coming to MarTech, plus seven otherawesome reasonsto join us April 3-5 in San Jose.Here are five more reasons to attend… MarTech’s intensive, half-day workshops! Our recognized experts will tackle some of the most exciting, thorny, and pressing aspects of modern marketing on Wednesday, April 3:The Right Way to Buy Marketing TechnologyWhen it comes to MarTech attendees, 68% plan to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors, and getting your colleagues on board? Tony Byrne will answer those questions and more in this in-depth workshop. Learn more.Workshop Presenter: Tony Byrne, founder of the only exclusively “buy-side” technology analyst firm, Real Story GroupUsing CDP to Make the Most of Your Customer DataMost marketers, if you really push them, admit that their data is a mess. If you’re one of them, join David Raab for a compre…

Drive customer retention with Google Dynamic Remarketing

With all this gushing about PPC and Google Remarketing campaigns, I strongly feel the need to let you know that I am not to be romanticized or this isn’t a sponsored post. I enjoy following remarketing best practices, and I’d like to provide some justifications as to why I think it is the need of the hour. Gone are the days when you were required to pay for people just to see your ads. Today, with PPC advertising, you only pay when a user clicks on your ad. The only downside is that you still need to pay for traffic that doesn’t buy the first time around. Here’s when remarketing comes into play.For those who have no idea regarding the term: it is the practice of using ads to target those people who have visited your website or have already shown an interest in your products or services. The method allows you to show ads to people who have previously visited your website, as they are more likely to click on your ads in comparison to the new ones.Renowned networks like Google Ads, Faceb…

Google Ad Manager adopting first price auctions for programmatic display, video

Image: Google With the aim of simplifying programmatic buying, Google Ad Manager will start transitioning publisher inventory to a first price auction format.As the market leader in programmatic, Google Ad Manager’s (formerly DoubleClick) move will have broad implications for the industry, which has been pushing toward first price auctions.Why you should careIn a first price auction, buyers pay the actual price they bid. Whereas in a second price auction, the winner pays the amount bid by the second place competitor. The second price auction format initially formed the foundation of programmatic ad buying, which was primarily a way for publishers to fulfill their remnant inventory.Programmatic has since become increasingly complex as the industry and ad tech ecosystem has grown more sophisticated. That complexity has meant it’s harder to for both publishers and advertisers to properly value inventory.Google is not the first to shift to a first price auction, but its position in the mar…

Twitter’s new tool gives video creators insights to boost engagement

Twitter has launched a publisher insights tool called “Timing Is Everything” that uses historical data to highlight when users are most often watching and engaging with video on the platform. The tool offers an aggregate look at when Twitter users are generally watching videos on the platform. It does not offer publisher-specific insights on when their own organic followers watch.Why you should careWhile the insights tool is only giving a broad overview of video-consumption on the platform, it can be of service to publishers — helping them optimize video content by posting it when users are most likely to watch a video according to Twitter’s historical data.“We encourage publishers to continue to post throughout the day in order to maximize reach,” wrote Twitter product manager Ellen Fitzgerald on Twitter’s media blog, “However, consider including posting during the most engaging times of the day and week as part of that strategy.”More on the newsThe “Timing is Everything” tool can be…

How startup Highland Math aims to improve the data market

Marketers buy and use audience data every day, but how segments are priced or labeled by data providers is one of the mysteries of the data market.That’s where startup Highland Math comes in. Based in Arlington, Massachusetts, it was founded last summer to create an unusual entity: a co-op of data providers that only sells intelligence about data transactions, not data itself.The co-op model. CEO and co-founder Dan Scudder, who also helped start and was General Manager of identity resolution provider LiveRamp, noted differences between his company and various other data coops. They offer a data marketplace or provide intelligence about a given sphere, he said in an interview, whereas Highland Math offers an intelligence layer about all kinds of data transactions.ComScore, he pointed out, has a similar model, but it is focused on measurement and market share for media placement. A classic data marketplace like Oracle Data Cloud, he said, can provide insights, but only about transaction…

Why developers should play a big role in your next marketing campaign

Think about your last marketing campaign. You likely spent most of your time catering it to decision-makers: the ones with the budget and those who make the final call on whether to select your product or not. But, did you think about the people who actually use the tools?As the primary users of new products, you’d think developers would have a say into which tools their organizations purchase. However, more often than not, marketers target just the purchaser — the C-Suite, project managers or lead engineers — and don’t take developers’ thoughts into consideration.And without considering developer buy-in, marketers face risks like negative product reviews or developers simply refusing to use certain products, leading to an insecure sale and potential brand damage in the long-run. Especially in our subscription-based world, adoption can be equally as important as the initial purchase, as organizations can choose to simply stop paying the bill at any time.With product reputation at stak…

Embracing automation and maximizing SEO performance

Creating an automation strategy should be top of mind in 2019 – indeed, it was identified by 61 percent of marketers as the top priority for optimizing marketing automation efforts in a recent industry survey. Researchers also identified the delivery of personalized content and integration of marketing systems as the most challenging barriers to your success with marketing technology. SEO and Automation is a big part of the solution.Automation is critical in making informed, data-driven decisions in a world in which the amount of data companies are attempting to manage is unprecedented. But we’re at the point now where, as marketers have attempted to automate various tasks, many are struggling with unwieldy stacks of different technologies all vying for resources and budget.If you or your clients are spending more time trying to find workarounds for your tech than putting insights to work, money is being left on the table. As creative marketers with technical and analytical skills, SE…