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Showing posts from April 4, 2019
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Hello peak martech: 2019 Marketing Technology Landscape growth slows for first time

SAN JOSE, CA — The number of companies encompassed in the famous Marketing Technology Landscape did not grow by double digits for the first time in eight years, with the 2019 Marketing Technology Landscape including 7,040 companies, an increase of just three percent from 2018.Lead author and MarTech Conference chair Scott Brinker, unveiled the 2019 Martech Landscape during a keynote address at the conference in San Jose Thursday.“The immediate reaction would be, This is it, we’ve reached peak martech,” said Brinker in an interview earlier this week. “But what it comes down to isn’t so much peak martech. It’s peak martech landscape.”Brinker came to that conclusion after he began looking for martech in international markets and other sectors and found that the landscape misses a lot that’s happening in regional martech and the thousands of smaller solutions and apps available in various ecosystems of martech giants such as Salesforce, Oracle and HubSpot. “WordPress has an ecosystem of 5…

The New Rules to Win Customer Loyalty and Increase Online Sales

Consumer demands for compelling online shopping experiences continues to skyrocket. But with thousands of products on ‘digital shelves,’ how do you break through the clutter to get consumer attention? More importantly, what motivates shoppers to click the “buy” button these days?Join our product experience experts as they explain the new rules for winning customer loyalty and increasing digital sales. You’ll hear which product page elements shoppers now care about most, and how these preferences have changed over time.Register today for “The New Rules to Win Customer Loyalty and Increase Online Sales,” produced by Digital Marketing Depot and sponsored by Salsify.The post The New Rules to Win Customer Loyalty and Increase Online Sales appeared first on Marketing Land.

via Marketing Land

Gender gap persists in marketing technology roles, salary survey finds

SAN JOSE, CA –The salary gap between women and men working in marketing technology-related roles has shown no sign of closing, according to our 2019 Marketing Technology and Operations Salary Survey. The second-annual survey was conducted in conjunction with Chiefmartec.com and released Thursday at the MarTech Conference.The salary gap kicks in around a base salary of $125,000. There’s also evidence of a gender gap in job levels and promotion rates as careers progress. Nearly double the number of women as men reported it’s been more than five years since their last promotion. Two consecutive years of data show little to no progress in these areas.Source: 2019 Marketing Technology and Operations Salary Survey Marketing technologist role waning? The report is an analysis of responses from participants in three core martech disciplines: Marketing Technology/Marketing IT/Marketing Technologist (30.4%), Marketing Operations (24.4%) and Marketing Operations and Technology combined (45.2%).Co…

CDP Institute launches vendor certification program, tools to help CDP buyers

To help reduce confusion about what does and what doesn’t constitute a customer data platform (CDP) and help buyers better navigate the vendor selection process, the CDP Institute has launched a certification program.Why you should careThe promise of a CDP is to provide a unified repository of customer data that can be made available to any other system. The problem, said Raab, is “many firms offering a CDP or CDP alternative fail to build the complete, shareable customer database that is the heart of the CDP concept.” Additionally, the extra features CPDs offer can make it confusing for potential buyers trying to compare vendors.The new certification program has two components. The RealCDP certification entails a five core capabilities to build a unified, shareable customer database. CDPFinder provides a database for finding CDP vendors.The certification and vendor discovery tool for buyers are designed to address both of those challenges.The five capabilities needed to qualify for R…

Google tests AR for Google Maps: Considerations for businesses across local search, hyperlocal SEO, and UX

Last month Google invited a select number of users and journalists to try out its new augmented reality functionality in Google Maps.It is an exciting development particularly for those who have ever experienced difficulty finding a location in the real world when Google Maps’ blue dot fails to be accurate enough. But with local and hyperlocal SEO becoming a bigger consideration for businesses seeking to be visible in mobile search, are there implications here too?How Google is bringing AR to its maps navigationBack in February, Google invited a small number of local guides and journalists to try out the new AR functionality in its Google Maps service.As is detailed over on the Google AI blog, they are calling the technique “global localization”. It aims to make Google Maps even more useful and accurate by building on its GPS and compass powered blue dot with added visual positioning service (VPS), street view, and machine learning.The result incorporates AR and map data. When plannin…

Marketing is more than KPIs, it’s service

As long as I have been in marketing and email (and that’s a long, long time), the mantra most thought leaders have repeated is: “Think about your subscribers, and deliver the brand promise that got you the acquisition in the first place.”That means you’re offering relevant communications every time you send an email.As an industry, we need to be smarter, to act more strategically instead of relying on tactics to reach our goals.Sounds good, right? But today, I’m looking at my inbox and deleting every email that doesn’t have anything to do with me. It makes me wonder, “What are we doing here?”What are you doing, and why are you doing it?Your job as a marketer is to serve your customers and to advance your brand story. Some might say their job is “I gotta sell my wares. I gotta drive my KPIs.” And I would say, “I have a responsibility to the people who gave me their email addresses because I’m in the inbox they check many times a day.”I fully realize the challenge of delivering value, t…

A closer look at the 2019 MarTech Conference Stackie Awards winners

Once you start documenting your martech stack, as we at Third Door Media did earlier this year, you realize how complex and wide-ranging the tendrils of your technologies can be. That’s why I’m so impressed by all of the companies that took on the challenge of entering this year’s Stackie Awards competition, which was sponsored by AirStack.The Stackies seek to recognize the best visual representation of a company’s marketing technology infrastructure, and five outstanding winners got that well-deserved recognition this evening at our MarTech Conference in San Jose, where conference chair Scott Brinker announced the results of the judging. Many congratulations to the winners (in no particular order): Sargento Foods, ESRI, Juniper, Airstream and Paychex!We’ll tell you a bit about the winners and their companies elsewhere, so here we’ll let you ooh and aah over the winning entries. Each of the images in the gallery below can be expanded with a click of the mouse or tap of the mobile scre…

2019 Stackie Awards: Meet the winners and behold their first-class marketing technology stacks

The 2019 Stackie Awards kicked off this year’s MarTech Conference, an event that brought together the marketing technology community to honor its brightest stars. With nearly 50 entries submitted, five winners were announced by the conference’s Program Chair Scott Brinker.“I’m incredibly grateful to all of the companies who participate in The Stackies. It gives the community a wealth of great examples of real-world marketing stacks,” said Brinker, “It’s not just learning about which tools people are using for different capabilities — although that’s certainly helpful. It’s about understanding the way different marketing teams conceptualize their stacks.”This year’s Stackie Awards event was sponsored by tech stack management tool Airstack, with $4,800 of the proceeds raised from entry fees donated to Girls Who Code, a nonprofit organization that supports women in the field of computer science. The 2019 Stackie award winners included:PaychexAirstreamSargento FoodsJuniper NetworksESRITo …

Luxury marketing search strategy, Part 2: Strategies and tactics

In the first article of my luxury search marketing series, I discussed the consumer mindset in the luxury vertical. I provided insight into what motivates luxury shoppers and what drives them to purchase.In the second article, I’ll build upon that foundation and explore how to craft SEO strategies that enable luxury marketers to maximize results in this highly competitive space.This article’s SEO recommendations address “on-page” ranking factors. Moz defines “on-page SEO” as optimizing both the content and HTML source code of the webpage. Prioritizing on-page SEO will help luxury marketers increase their organic search visibility by (1) Improving search engine rankings, and (2) By driving traffic to their website.Read also: 10 on-page SEO essentials: Crafting the perfect piece of contentUnfortunately, the work doesn’t stop once you have great on-page SEO. As I explained in my first article, consumers often purchase luxury goods to satisfy an emotional need. So, to truly maximize conve…