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Showing posts from June 19, 2019

How SMBs can effectively manage their online reputation on a shoestring budget

Managing an online reputation is a 21st-century business responsibility that simply cannot be ignored, or even placed on the backburner for any amount of time.The online world of consumerism runs 24/7. It doesn’t take holidays, time off, or even a two-minute break. Regardless of what business ideas you might have, managing an online reputation comes with the turf. Even for small businesses with relatively low brand awareness, developing a bulletproof system is crucial for every growth-minded organization.Now, as a small-to-medium sized business (SMB), you are probably dedicating a good deal of your budget to sales, marketing, production, etc. In other words, you are spending money to simply get to a point where you have an online reputation. The prospect of managing it is probably some ways down your list.The good news is you don’t need a giant budget to manage an online reputation. If you play your cards right, you can stay on top of this crucial task with pocket change. Here’s how.T…

Understanding the role of branded and unbranded search in the customer journey

Understanding how to rank for both branded and unbranded terms in organic search is critical for marketers looking to build domain authority and capture share of search online. After all, over3.5 billion searches are conducted each day on Google alone.When we talk about branded versusunbrandedsearch, it isn’t aneither/orproposition. Both are critical. But to rank in search results at moments of high intent, a business must have a strong grasp of the value of each — and where along the customer journey people are most likely to search for unbranded versus branded keywords.Unbranded search helps you win new customers.Unbranded keywords refer to search terms that do not specify a specific brand or business name (e.g., a Google search for “NYC restaurants with valet parking” or an Alexa search for “best beignets in NOLA”). Consumers making unbranded searches are more likely to be brand-agnostic shoppers making a general search – or new prospects who are unfamiliar with your brand. As such…

Major marketing cloud vendors enter crowded CDP field

Most marketers are familiar with the complexities of managing siloed data across different platforms, and many have their own internal workarounds for dealing with those challenges. But as our digital teams develop and the volume of data we manage swells with the expansion of our martech stacks, tricky workarounds simply don’t cut it anymore. That’s where Customer Data Platforms come in.Customer data platforms (CDPs) unify customer data from across various sources to create one “source of truth” for your entire organization. Marketers using CDPs can ensure that regardless of who is speaking to the customer — sales, customer service, etc. — everyone has the same view of that customer. Adobe, Oracle, SalesforceEarlier this week, announcements from Adobe, Oracle and Salesforce addressed the need for unified data and steps toward bringing this to their customers: On Monday, Adobe released Triggered Journeys in Adobe Campaign, and Oracle announced it will partner with Accenture and Capgemi…