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Showing posts from November 19, 2019
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Saleforce 360 Truth designed to deliver a connected, continuous customer experience

Dreamforce, Salesforce’s annual user event, kicked off today, and with it, the launch of Salesforce 360 Truth: a platform that brings together the company’s family of products: Saleforce Data Manager, Salesforce Identity for Customers, a Privacy and Data Governance solution, and eventually, Customer 360 Audiences.Patrick Stokes, EVP of platform, shared services at Salesforce, said the newly introduced Salesforce 360 Truth platform aims to “create more connected and continued experiences,” by bringing the full context of the customer into the experience.Salesforce Data Manager. Salesforce began talking about their Data Manager solution last year, but is only now making it generally available to all users after keeping it in beta for a number of months. The Data Manager uses a canonical data model and universal Salesforce ID to connect customer data across other systems: “With a click-based user interface for app and data management, admins can easily establish trusted connections betwe…

2019 Google core algorithm updates: Lessons and tips to future-proof your SEO

There’s nothing that beats that organic #1 position in Google’s SERPs when it comes to brand visibility, increase in traffic, trust factor boost, reduction in cost per lead, and so on.Everyone who’s anyone in online business knows this, which is why the struggle to grab that marketer’s Holy Grail can look like a cut-throat business to many SEO novices.However, even SEO pros get confused when Google throws a wrench into the intricate workings of the rankings machine. Google’s core algorithm updates can mess up even the best SEO strategies, especially if you react in a panic to a drop in the rankings.Today, I’ll share with you the three things I’ve learned from 2019 Google algorithm updates that will help you future-proof your SEO. First, however, take a look at the hints that Google rolled out alongside those updates to see if you’re building your SEO strategy on a healthy foundation.2019 Google core algorithm updates and what they tell usIn 2018, Google reported 3234 algorithm updates…

2020 SEO trends that will influence your work

The SEO landscape is very dynamic. Sure, some things stay the same: put relevant keywords in your titles, make it a priority to optimize for mobile users, etc.But other things continue changing in a never-ending spiral. This year, Google, along with other huge platforms, is trying more and more to be the end destination of their users’ journeys.This, more than anything, defines major SEO trends for 2020, since now we need to find the best ways to stay effective within the framework created by Google.1. Zero-click searches are the new normal Thanks to such SERP features as featured snippets, Google’s Local Packs, Knowledge graphs, and so on, more than half of all searches are now “zero-click searches.” That means that the user’s query is answered on the SERP itself, without them having to click away anywhere.What do we do?Don’t panic. Consider what kind of searches these are: those are people looking for your address and phone number. Or people looking for an answer to a quick and easy…

Are ‘influencers’ scam artists or gatekeepers?

For the general public, the term “influencers” usually brings up one of two images:A YouTube star who promotes products on Instagram they get for freeThe [expletive] who helped promote the Fyre FestivalFor those of us in e-commerce, influencers have just as dubious a reputation, either as gatekeepers to a coveted audience or liars who pad their followers and steal your money. Whenever a brand uses the influencer marketing strategy, the marketing team is looking to improve brand affinity, increase revenue growth, develop content creation or some combination. However, influencers are steroids, sometimes they inject a quick burst of needed energy and sometimes they do nothing but cause cancer.Online marketing professionals, media buyers, executives and the like have to realize that there are some hard truths about going the influencer route. Rarely does the marketing team ask where targeted consumers are spending their time; and, really, shouldn’t that be the first question they ask?Havi…

NRF says 70 million consumers will shop online during Cyber Monday, predicts online holiday sales up 14%

The National Retail Foundation (NRF) reports this year’s online holiday sales are expected to increase between 11% and 14% over last year, bringing in between $162.6 billion and $166.9 billion — up more than $16 billion over 2018’s holiday e-commerce revenue in the U.S.The NRF’s holiday predictions are a bit more generous than Adobe’s, which anticipates this holiday season will bring in $143 billion in online sales.Since releasing its holiday forecasts in October, the NRF has published a consumer survey of more than 7,000 consumers that found 165 million people plan to shop during the busiest shopping week of the year — Thanksgiving Day through Cyber Monday. Of those 165 million, 68.7 million said they will be going online to shop during Cyber Monday.Younger shoppers lead the pack for Thanksgiving week shopping. Overall, 69% of the survey respondents said they plan to shop during the five-day stretch between Thanksgiving and Cyber Monday, but that number increases sharply when looking…

Which CDP is right for your organization?

Gartner predicts that the average US adult will own more than six smart devices by 2020, making the ability to consolidate disparate sets of data into an individual profile a critical need for marketing effectiveness.Marketers today may use dozens of martech applications to manage, analyze and act on the growing volume of first-party customer data. But instead of increasing efficiency, the emerging martech ecosystem has created problems with data redundancy, accuracy and integration. Automating customer data accuracy and integration through a customer data platform (CDP) can provide numerous benefits.MarTech Today’s “Enterprise Customer Data Platforms: A Marketer’s Guide” examines the current market for enterprise customer data platforms and the considerations involved in implementing the software. This report answers the following questions:What trends are driving the adoption of CDPs?How does a CDP differ from other systems that hold customer dataWho are the leading CDP vendors and …