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Showing posts from June 5, 2019
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IAB releases Augmented Reality for Marketing playbook

Augmented reality (AR) is becoming increasingly popular among consumers — and increasingly more available to marketers as a creative channel for reaching them. The technology is applied in a wide variety across marketing channels and is widely available to consumers — all they need is a mobile device with a camera and your application.Today, the Interactive Advertising Bureau (IAB) released Augmented Reality for Marketing, an IAB Playbook — a resource for marketers considering integrating AR into their marketing strategies. The playbook provides a framework, explores different options and dives into specific use cases with real examples from several major brands.“With AR, we are entering a new dimension of digital. A journey that’s just beginning and holds the promise to create more meaningful and immersive experiences for consumers,” said Tony Gemma, IAB AR working group co-chair and head of innovation at Verizon Media. “While much of our digital lives have been captive to 2D, AR ope…

10 steps to ABM success (hint: it’s not complicated)

Account-Based Marketing is an incredibly efficient and effective strategy that is driving substantially greater return on investment for B2B marketers – if it’s done right.  In fact, according to a 2018 ABM Benchmark Study by the ABM Leadership Alliance and ITSMA, 99 percent of marketers report greater ROI from their ABM programs than all other types of marketing programs. However, it’s still the early days for ABM. Most companies are just getting started with their ABM programs, with over 80 percent of survey respondents reporting that they are less than two years into their ABM implementation.So, why the slow adoption despite the great results? Many organizations are reluctant to dive into an ABM strategy because they have analysis paralysis around implementation, rooted in the misconception that rolling out an ABM strategy will require a major change management exercise and overhaul of the marketing team. While ABM requires a shift in thinking, it’s really easy to get started.Here …

Amazon scoops up Sizmek’s Ad Server and DCO business, carving out a space in the walled garden triopoly

Amazon closed in on a deal Friday to buy Sizmek’s ad server and dynamic content optimization (DCO) business for an undisclosed amount. The acquisition builds on Amazon’s mounting efforts to take on Google and Facebook’s duopoly as a dominant ad server.Sizmek filed for bankruptcy in March of this year, weakened by the competition of walled gardens that claim the majority shares of digital ad spend. Despite its financial woes, Sizmek’s open ecosystem and unified platform has been widely regarded as a leading independent ad serving business behind Google and Facebook.“Sizmek and Amazon Advertising have many mutual customers, so we know how valued these proven solutions are to their customer base. Sizmek has been searching for a buyer for Sizmek ad server and Sizmek DCO, and we are both committed to continuing serving their customers at the high standards they’ve come to expect,” Amazon said in a statement.With the acquisition, Amazon will own both Sizmek’s ad server and DCO, which means …

How to understand searcher intent to boost SEO rankings

SEO is one of the best ways to bring a wider audience to your blog or ecommerce storefront. It’s estimated that by 2020, business owners will spend around 82 billion dollars on their SEO marketing plan. In this sense, it’s obvious that SEO will continue to grow in popularity over the years.We want to take a look at one of the most important aspects of search engine optimization, and that is understanding the intent of your user when they search for something online. It’s important to constantly think about the intent of your potential customers and what may drive them to your website.Let’s explore user intent and find out how we can use this complex system to help improve your website’s ranking.What is search intent?Before we can dive into how to use searcher intent, it’s important to understand what we mean when we use this phrase. In a nutshell, searcher intent is the reason why someone would search for something.Knowing the intention of your audience, and potential customers mean y…

Are revenue optimization teams the answer to alignment issues?

Challenges between sales and marketing, stemming from broader organizational issues, are not uncommon. From miscommunication to mismatched data, there are plenty of frustrating problems that hinder alignment across siloed teams. A recent report from Aragon Research states that customer revenue optimization helps organizations increase sales volume, improve win rates and deal sizes while delivering increased customer value. The research also illustrates that marketers tend to grade their relationship with sales higher than their counterparts on the sales team — indicative of just how disconnected our units can be. The sentiment may resonate with digital marketers who have experienced it first-hand in their interactions with sales.Co-founder and executive vice president of enterprise software firm Altify, Áine Denn, recognized these challenges when she co-founded the firm in 2005. Denn believes that to solve the disconnect, sales and marketing need to come to the table —together. “Sales…

Your exclusive MarTech agenda sneak peek

Over the past few weeks, senior-level marketers like you have told us the workplace challenges and pain points they’ve faced… and the creative and practical solutions they’ve devised to overcome them.Those journeys are the foundation of the newly redesigned MarTech® agenda.Marketing experts of all stripes will tackle some of the most vexing aspects of marketing operations and technology September 16-18 in Boston. Here’s a look at what’s in store:On building collaborative and successful teams…How To Organize And Coach Outstanding Marketing Operations Teams, with Kimi Corrigan — Head of Marketing Operations, Duo Security at CiscoFrom Wild West To Business Best: Tales Of A New Martech Team, with Shannon Renz — Director of Marketing Technology, SAP Concur and Emily Cnossen, Martech Specialist, SAP ConcurRising To A New Martech Leadership Challenge And Building The Team That Will Help You Soar, with Erica Seidel — Founder & Executive Recruiter, The Connective Good and Dave Hsu — Global…