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Who’s who in the identity resolution vendor landscape?

The enterprise identity resolution platform market is crowded with pure-play platforms, large data firms and credit reporting companies. Identity resolution is a capability that many martech ecosystem platforms provide incidentally, but not as a standalone product or service.The segment experienced an influx of venture capital and a wave of consolidation between 2017 and 2018, when four vendors garnered more than $40 million in six funding rounds. There were 12 acquisitions during that same time period. Comparatively, 2019 and 2020 (through Q1) saw fewer financial transactions, as vendors integrated newly acquired resources to broaden their identity capabilities.LiveRamp was one of the few identity resolution companies that was aggressive on the M&A front in 2019, purchasing consent management platform Faktor for an undisclosed sum in April and Data Plus Math, a TV advertising measurement firm, for $150 million in June.More about Identity ResolutionDownload our buyer's guide t…

Let’s hope COVID-19 isn’t a ‘mass extinction event’ for small businesses

Most of the attention surrounding the economic fallout from COVID-19 has focused on job losses — now 38.6 million since March. Census data also indicate that roughly 47% of U.S. households have been impacted by layoffs or salary reductions.Somewhat less attention has been paid to COVID-19’s effect on small businesses (SMBs) and the related implications for the digital marketing ecosystem. According to an Alignable survey of more than 300,000 small businesses, roughly 85% have now been affected, mostly in the form of lost revenues and layoffs. About 75% of SMBs have applied for help from the Payroll Protection Program, although less than 40% had successfully received funds as of early May.Source: AlignableOnly a few months of cashOf the roughly 30 million small businesses in the U.S., more than 90% have fewer than 10 employees. SMBs are responsible for about 48% of U.S. jobs; and between 2005 and 2019, 64% of new jobs were created by small businesses, according to U.S. government data.…

Google Assistant’s ‘confirm with voice match’ gives new meaning to ‘contactless payments’

Google has introduced a new “confirm with voice match” payments feature into the Google Assistant for smart speakers and displays.Originally noticed by Android Police, I was able to access and activate it on my iPhone through the Google Home app. (I have not yet tried to test it.)Turning on the feature. On an iPhone, you can enable the feature by opening the Home app, tapping your image in the upper right and then selecting assistant settings. Following that, you choose payments and toggle on the “confirm with voice match” option. You’ll then see the screens below introducing the feature.Supported by an existing credit card on file, confirm with voice match is apparently not available for all purchases. Google does not indicate the purchase categories or limits tied to the capability. On a support page, Google says, “When you authorize payments with Voice Match, you can make purchases with your Google Assistant, like in-action upgrades through Google Play digital goods . . . What you …

Blogging for Shopify: A unique SEO approach

One of the most common opportunities we see for Shopify stores is to create blog content for SEO. Often, we see that Shopify sites are targeting keywords with informational intent with transactional pages. This creates a discrepancy between what content the store has and what Google is “willing” to rank. The result is that the Shopify store doesn’t have pages to support the intent of the keywords. In this post, we’ll talk about ways you can identify and fix this discrepancy. Let’s dive in: Identifying keyword intent for ShopifyLet’s use an example of a query for the term “selfie camera.” On the surface, this appears to be a transactional query. Users who are looking to perform a purchase for the term “selfie camera” are performing a query to purchase the product. However, when we look at the SERPs in Google, we actually see something different:All three of the top results for this term are informational in nature as opposed to transactional. This means that if you’re a Shopify store t…

Top three marketing trends for the COVID-19 era

30-second summary:The COVID-19 era dramatically impacted the world, and marketers are scrambling to adjust.If you want to stay on top of what’s going on in the marketing industry, you have to meet people where they are. Founder and CEO of  Teknicks, Nick Chasinov, shares three marketing trends that can help businesses meet consumer demand and capitalize on the industry dynamics. Today, marketing shifts happen without warning and seemingly overnight. The novel coronavirus caused the initial wave, and now the industry is impacted by the surf. People under stay-at-home orders are spending more time online, leading to Facebook traffic spikes, Google search adjustments, and the rise in popularity of social channels like TikTok. The COVID-19 era impacted the world, and marketers are scrambling to adjust.Before the internet, changes in the marketing space occurred at a glacial pace. Marketers would develop best practices for the rare emergence of a new channel and stick to them for a long tim…

How Twitter is contributing to support masses during the Coronavirus outbreak

30-second summary:Whenit’s about spreading information, social media platforms are the biggest medium.As search and social giants are providing special measures, this article takes a look at what Twitter has done to support people around the globe during these testing times.Twitter condemned any spread of misleading information on its platform.Twitter further donated a million dollars to support journalism during the pandemic.More details on all these and a list of reliable Twitter accounts you can follow for accurate information. The Coronavirus pandemic has created some unusual times and as we know unusual times call for extraordinary measures. As search and social giants are providing special measures, this article takes a look at what Twitter has done to support people around the globe during these testing times.The role of social media during the pandemicSocial media platforms account to entertain almost4.6 billion people from all around the world.The leading platforms Facebook, I…

Call Analytics tools in the spotlight: Marketing’s unsung heroes

As my state begins opening up after implementing stay home orders, I’m finding I’m interacting with businesses much more on the phone. I’m not talking about clicking on apps or engaging with a mobile browser. I’m referring to that unsung hero in digital marketing — a voice call to a business spurred by a search ad, a Google My Business listing or even display advertising.Whether it’s coordinating a curbside pickup, asking about current business hours or seeking information about products, it’s happening on the phone.I’m not the only one experiencing this. Both AT&T and Verizon have been reporting dramatic increases in the volume and duration of voice calls during the pandemic, as people rediscover the benefits of this form of interaction.These benefits aren’t news to businesses that depend on phone calls for leads, or to the vendors that serve them with Call Analytics platforms. We delved into this world of data, where AI and machine learning are generating actionable insights, fo…

Why B2B marketing automation, and martech in general, are still key

Investments in marketing technology continue to be a priority for businesses across the board, as they strive to meet increased demands for personalization and a need to collect, authenticate and analyze rapidly increasing amounts of consumer data to improve the customer experience (CX).Overall marketing budgets dipped slightly to 10.5% of company revenue in 2019 as compared to 2018, as CMOs and VPs of marketing operations continue to focus on ROI and efficiency, according to Gartner’s annual CMO Survey for 2019-2020. Still, optimism for 2020 was high at the time of the survey, with 88% of CMOs stating they believed the future impact of the global economic environment would be positive, with more than half (53%) believing the impact will be strong.The advent of COVID-19 wasn’t foreseen at the time of the survey, however, and it has already had a significant economic impact globally. That said, it remains to be seen how long the impact of the novel coronavirus will dominate headlines a…

How Yamaha changed its tune with its digital transformation strategy

Yamaha Corp., the music side of the Yamaha brand, has been through more change during the last year and a half than it has experienced its entire 138 year history, according to the company’s marketing technology strategy manager Athan Billias.Billias has played an integral role in ushering in Yamaha’s digital transformation efforts during the last 18 months. He says digital transformation is really about changing your mindset to be truly customer-centric — changing how you think about marketing in a very fundamental way.Transitioning to an emotional brandA few years ago, Yamaha decided it wanted to connect directly with its customers instead of relying on dealers for all of its customer communications. It also realized it was time to begin listening to its customers instead of pushing out messaging based on what the brand wanted to say.“It’s interesting because Yamaha, like many companies, is a very engineering-driven company,” said Billias, “What we spent a lot of time doing is actua…

Marketers still struggle to build a unified source of data

Marketing organizations are being tested like never before. Many businesses are being forced to reconsider every aspect of their business model, pushing marketers to realign their strategies while in motion. All the while, marketing organizations, and the marketing operations teams who support them, are trying to get a handle on their data to avoid making disastrous moves.“We know that our world oscillates from periods of certainty to periods of uncertainty — marketers need to be able to navigate both sides of this coin,” said Emily Hoffman, product marketing manager for Datorama. She and Datorama client Josh Alvernia, CEO of the marketing services company Clue, joined up for a presentation during Discover MarTech last month to dig into the challenges marketers face when it comes to managing and implementing data — and the need, especially now, to tie together your data with so much uncertainty around business strategies.Marketers ongoing battle with dataWhen it comes to actionable da…

What are PBNs and should you use them?

30-second summary:Private Blog Networks (PBNs) are a huge part of the SEO industry and whilst getting backlinks is still a key driver in the Google search algorithm, PBNs will always be the source of debate and interest amongst SEO practitioners.PBNs have different uses and interpretations but can be used to point links to your site, sell links, or just simply add your home page links on them.Will you get penalized if you use PBNs? Should you consider using it? Read on to find out what experts and Tudor Lodge Consultants say. Private Blog Networks (PBNs) are a huge part of the SEO industry and whilst getting backlinks is still a key driver in the Google search algorithm, PBNs will always be the source of debate and interest amongst SEO practitioners.If you have ever bought a domain or run a website that ranks on Google, you are probably accustomed to getting emails from PBNs on a daily basis and they will tend to offer you a list of links that you can buy. The emails you receive will t…

How to Build a Digital Foundation to Transform Your Customer Experience

Before COVID-19, many organizations prioritized short-term digital projects instead of a comprehensive investment in digital transformation. But the pandemic revealed how critical long-term strategies are and why business leaders have an imperative to invest in the future. Within the current environment, organizations must establish a digital foundation to quickly pivot when needed.The B2B business unit responsible for servicing restaurants at Tyson Foods followed Lima Consulting Group’s Digital Transformation Model to gain the consensus they needed to align the enterprise just in time to support the dramatic pivot caused by COVID-19.During this webinar, join Keith Barber, the Director of Digital Engagement at Tyson Foods, and Lima Consulting Group’s founder and managing partner, Paul Lima, to learn more about the shift made by Tyson, and how they are transforming to deliver a better digital customer experience.Register today for “How to Build a Digital Foundation to Transform Your Cu…

4 takeaways from Walmart’s Q1 earnings for brands, e-commerce marketers

Walmart U.S. reported total revenue of $134.6 billion, up 8.6% year-over-year for the first quarter in its fiscal year 2021. The financial report sheds light on the company’s shifting approach to e-commerce as well as broader consumer trends during the coronavirus pandemic.So long, Jet.comThe biggest news? After acquiring the fledgling Jet.com for $3.3 billion in 2016, Walmart announced it is shuttering the e-commerce marketplace.“Due to continued strength of the Walmart.com brand, the company will discontinue Jet.com,” Walmart noted in its first quarter of its fiscal year 2021 earnings report on Tuesday. “The acquisition of Jet.com nearly four years ago was critical for accelerating our omni strategy.”Despite steep investments, Jet.com never found its footing to catch on with consumers or brands. Jet.com launched with massive VC funding and set its sights set on urban millennials. The acquisition was meant to help Walmart supercharge its e-commerce technology capabilities to compete …

Free resources to grow your business during lockdown

30-second summary:Lockdown and self-quarantine are causing consumers to spend more time online.To encourage growth, companies may need to pivot the way they interact with customers or the goods and services they supply as demands change.Organizations need to optimize their SEO strategy, website and online presence to stay relevant among competitors.Several free resources are available to analyze SEO and websites. You can use them to make changes and improvements so that during lockdown your business continues to grow. The Coronavirus outbreak is changing life as we know it. As billions of people shelter in place, they’re spending even more time online. This is good and bad news for businesses.The good news is that there are more consumers online, more of the time. The bad news is that they have time to be more discerning in their choices and that your rivals are looking to capitalize on this and grow their companies just as much as you are…Getting ahead without crunching your pocketTo …