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Showing posts from March, 2020
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COVID-19 stories: Marketers, martech firms pivot as world goes online

The massive disruption of COVID-19 is forcing many of us to rethink everything we do. And right now, our community needs fresh ideas on how to manage the overwhelming situation.Here are some encouraging stories from marketers who made quick changes to adapt.Digital to digitalThe Challenge: We were a 15-month-old startup running out of money. In January 2020, cookies were crumbling and brand activations were thriving. We had finally found the sweet spot for our mobile tech: first-party data gathering at live events. A few weeks later, the ground began to shift under our feet.I started to get nervous when my son wound up in the ER for neck pain on March 1 and was asked to wear a mask.By March 7, the NBA had been advised to prepare to play without fans.On March 11, COVID-19 was declared a pandemic.It became clear that live events would be eliminated for the foreseeable future. Our funding would not survive this timeline.The Solution: So, where were all our clients going? Online.We had a …

Guide to get started with your ecommerce business

In a continued effort to slow the spread of COVID-19, local and state governments have issued orders for nonessential businesses and establishments to close their doors. These orders, combined with the lack of consumers making their way into physical stores, have had a major impact on small businesses across the country. Many brick-and-mortar small businesses have determined the only way to stay open and serve customers is to transition operations to online ecommerce business, which is something several businesses will do for the first time.For brick-and-mortar businesses suddenly struggling to figure out how to bring their stores online during this unprecedented time, there are several key considerations. Here are six steps that can be taken to quickly establish an ecommerce business presence and continue reaching customers.1. Set up an online platformThe first step for any business owner considering ecommerce is to research the platforms available to determine which best fits the ne…

The difference between small business & enterprise SEO

Your company’s website often makes the first impression on customers before you ever meet them in person. But how do potential customers find your site? How can it compete with the larger sites of enterprise corporations with huge marketing budgets? One solutions is investing in SEO services that can help improve your website’s marketing functionality.The key is to find small business internet marketing services that work for you. The process starts by understanding the difference between enterprise and SMB SEO. Then, you likely want to know the specific benefits SEO services can bring your company. This white paper from Boostability will help you gain a deeper understanding of how to move forward with SEO.Visit Digital Marketing Depot to download “The Difference Between Small Business & Enterprise SEO” from Boostability.

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What are the differences between B2B marketing automation platforms?

Marketing automation platforms form the backbone of many B2B marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication.The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their platforms based on the ability to scale, as well as usability, ease of implementation and customer experience.MA platforms prioritize user experiencePlatform vendors are also looking to differentiate themselves by offering more support for increasingly sophisticated customers who have adopted the software and who are looking to justify the investment by proving ROI.Vendors continue to expand training programs, as well as add-on professional services available to customers, to improve platform use. Online communities – for both customers and developers – have also be…

Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem

“This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable supply chain disruptions have rendered existing, best-practice processes anything but reliable.‘Expect the unexpected’“We see various things. So expect the unexpected,” said Frank Koshenash, president of Wunderman Commerce North America. “We’ve seen an essential FBA seller get disrupted because the factory is disrupted rather than Amazon.  We’ve seen some [purchase orders from Amazon] come through when we would have expected otherwise. It’s hard to predict.”Non-essential item…

Will Facebook’s massive usage increases (eventually) turn into revenue?

Facebook has reported a massive spike in usage across countries hit by the coronavirus, which is most countries at this point. Last week the company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”Traffic without ad revenue. But it immediately qualified that statement. The increased usage wasn’t tied to a corresponding increase in ad revenue: “We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking aggressive actions to reduce the spread of COVID-19.”It’s the same story across the internet, with news publishers losing out from advertisers blocking coronavirus-related content from their ad buys, other social media sites (i.e., Twitter) and Google enjoying record traffic, but without additional ad revenue.Prior to the outbreak, Facebook had continued to see revenue growth in the U.S. but it was suffering dec…

Nine tactics to improve your PPC campaign performance in 2020

Over the past few years, PPC or Pay-per-click advertising has turned out to be a promising online advertising solution for businesses of all types. In the digital era, this type of advertising has a significant impact on the success of an online business. Not only PPC ads improve your brand awareness, but they also boost sales. Even Google confirms that search ads can raise brand awareness by80%.If you’re responsible for the success of PPC campaigns with an organization, but not getting enough out of this advertising platform, this post is for you. We will be sharing a few fantastic tips that will significantly improve the performance of your campaign, but before that, let’s have a quick look at what precisely a PPC is. If you already know, you can skip this section. Unlike most online advertising platforms, PPC is known to provide better control over your advertising costs as it enables you to analyze your ad performance in real-time.Nine tactics to supercharge your PPC campaign perf…

MarTech Minute: Agile CDP, AnyClip free and another event goes online

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.FREE FOR NOW. AnyClip has joined the ranks of platform providers, making its tool available for free during the coronavirus crisis. The platform allows publishers (or any company that produces video content) to create destinations that mimic the kind of experiences you find on popular streaming services. The platform also uses AI to pull in other video that can be syndicated into their destinations. Why we care: Businesses are hurting – especially publishers. At the community service level, it’s nice to see martech companies giving away their products for a period to help out. Of course, it’s important to remember these deals won’t last forever, so if you fall in love with a platform – and you eventually will – how do you, say, put a ring on it? Source: AnyClipANOTHER EVENT GONE VIRTUAL. The global Brand Safet…

Tell us: How are you pivoting during the COVID-19 crisis?

The massive disruption of COVID-19 is forcing many of us to pivot and rethink everything we do. And right now, everyone in our community needs fresh ideas on how to manage every aspect of this overwhelming situation.That’s where you come in. We’re looking for tips on how to work through the varied challenges so we can learn from each other and offer some hope for control (even if small) during this uncertain time.Share your creative thinking on managing your work – it can be client-facing or something you’ve tried with your staff.We’ll highlight the best on our site and include an excerpt in our newsletter.Here is an outline to follow:Concisely describe the challenge (big or small, we’re interested in it)Explain the solution – and make it easy to followShare how the solution impacted your work (even if only in a small way)If you would like to contribute your ideas, please fill out this form.The post Tell us: How are you pivoting during the COVID-19 crisis? appeared first on Marketing …

Search specialist shares five ways to adapt your search strategy in uncertain times

The events of the last few weeks have had a dramatic effect on millions of people’s lives. Uncertainty over health, childcare, work, food and the wellbeing of loved ones has dominated all of our thinking over the past few days.Not only has it changed the way we’re shopping and interacting with others, an expert at online search specialist Epiphany, Paul Norris, has looked at how it has impacted what users are turning to the internet for and advises how businesses can adapt their search strategy during this tricky time.The Prime Minister’s speech on 13th March 2020 served as a catalyst for many to search for “working from home essentials” with searches such as computer chairs increasing by 185%.As a nation, we also considered our options for emergency deliveries, including “wine delivery” services, which nearly tripled in just one week.As people’s searches change to reflect new (increasingly home-based and socially distant) situations, it’s important that marketers adapt to the shifts …

Did you know that users’ gazes follow a pinball pattern?

Adopt a dog. How to care for a dog. Buy dog food. Unique searches that generate different layouts and types of displays. The inconsistencies in search results pages are forcing users to review the page before jumping in and making a decision. This results in the uncovering of a “pinball pattern” in eye movement. This eye-catching trend (pun intended) is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More. Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platform company profiles and the software they offer, including a discussion of the latest functionality that distinguishes the leaders from the stragglers.
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MarTech Minute: Acquia’s low-code rollout, Blueshift adds data dashboard

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.LOW-CODE, NO PROBLEM. Acquia yesterday unveiled its Acquia Cohesion platform, which gives users low-code options for editing Drupal sites. The add-on will be available for select customers of its cloud platform. Why we care. We’ve heard Scott Brinker talk about the upcoming impact of no-code developers on the future of martech. In fact, there is a whole class of marketing technologist archetypes devoted to those “makers” in the marketing organization who are going to take all of this technology at their disposal and create great experiences and applications. Acquia’s platform gives them more ammo to use. Source: AcquiaCRYSTAL BALL: Blueshift has unveiled a new element for its “Predictive Intelligence Studio” that creates expected channel engagement scores and displays them in a single dashboard so users can be…

5 critical elements for local marketing success

MarTech Today’s “Local Marketing Solutions for Multi-Location Businesses” reviews the growing market for local marketing solutions and the 5 critical elements for local marketing success:Listing managementLocal SEOLocal landing pagesReputation managementPaid search and social mediaThe 63-page report discusses each of these campaign elements in more detail and reviews the latest trends, opportunities and challenges for brands marketing locally. Also included are profiles of 17 leading local marketing solution vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy.


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Small agencies brace for impact, but say remote work isn’t slowing them down

Small agency leaders are feeling skeptical about the near-term even as they express confidence in their teams’ ability to work remotely amid the coronavirus outbreak.That’s according to a survey of 250 predominantly small agencies (fewer than 30 employees) around the world between Wednesday, Mar. 18 and Tuesday, Mar. 24. It was conducted by Ad World Masters, a platform that matches agencies and clients.Internal impact on agenciesMore than 90% of those working at agencies in North America and Europe were working remotely. When asked how prepared they were to work remotely on a scale of one to 10 with one being “not prepared” and 10 being “totally ready,” the average answer was 8.5. More than 40% answered with a 10.Remote Work Challenges for AgenciesSource: Ad World Masters (March 2020). Just over a third (34.2%) said the communication and teamwork was one of the main challenges of remote working, with particular mention that in-progress communication is easier and more spontaneous in pe…

Pinterest rolls out new commerce features for retailers as search volume climbs

Retailers on Pinterest will now have more ways to be discovered as the platform introduces new shopping features aimed at bringing products to where users are most likely to shop. Pinterest announced the new features Thursday, including the launch of the Verified Merchant Program, new conversion reporting capabilities, dynamic retargeting options, and updates to product Catalogs.What’s newVerified Merchant Program. Pinterest will now allow retailers on the platform to be verified, making their products eligible for distribution across Pinterest shopping experiences, including ‘Shop the Look’ Pins and related product carousels. Verified Merchants will have a blue checkmark badge on their profiles, and will be eligible for “high-intent shopping experiences and metrics like conversion reporting,” Pinterest said. The program has been in beta testing since last month and is now rolling out broadly. Retailers interested in signing up for the program can do so at pinterest.com/verified.Conve…

Soapbox: Digital assets should be the primary driver of brand consolidation strategy

When two or more companies consolidate, merge or become acquired, it’s a business decision. But, after that decision is made, how the merger or acquisition is handled from a marketing standpoint should be determined by the digital content of each company, not from non-marketing C-suite executives with opinions based on guesses, not data. The penalties for ignoring digital content – company websites, social accounts, content pieces and technology, among other things – can be disastrous.When it comes time to develop a brand consolidation strategy, the companies’ websites should be the first digital component to be analyzed. After all, long-term SEO value likely took years to achieve, and it doesn’t always make sense to immediately scrap existing websites in favor of one, single brand website. Sometimes simple redirects can work to retain value from an old website, but not always.In some industries, a company’s social media accounts may be the most valuable digital asset. If attempting t…

Comprehensive guide to exact match domains in 2020

Exact match domains (EMDs) are domain names that incorporate the exact keywords that you are trying to rank for in Google’s SERPs.Examples of exact match domains include:carinsurance.combuygroceries.comdogfood.comIn some industries, people will call their company’s name after the product that they offer, for example, Window Cleaners London.But in the competitive world of SEO, EMDs are commonly bought by webmasters to gain a quick advantage when it comes to ranking on search engines.Other studies have shown that having an EMD can help clicks with PPC, given that it targets a particular search enquiry.The history of exact match domainsLooking back at the evolution of SEO over the past 20 years, having an exact match domain was originally a sure-fire way to rank top of Google.Even dating back 10 years ago, many SEO practitioners benefitted from just buying an exact match domain, adding a bit of content and getting links from directories and this was enough to secure a page one position.A…

The new contextual ad targeting works, study says

What’s old is new again. Contextual advertising has come back on marketers’ radar as data privacy regulations (GDPR and CCPA) and browser crackdowns on cookies greatly limit how data and tracking can be used for targeting digital advertising.A new study aims to demonstrate how far contextual advertising has evolved in the age of machine learning and natural language processing (NLP) as an effective ad targeting method.Methodology. The study was designed by GumGum, a contextual advertising company that uses computer vision and NLP to analyze the text, images and videos that appear on a web page (yes, it has skin in this game) and conducted by neuroanalytics company SPARK Neuro.Researchers used biometric sensors to monitor the participants’ brain activity, gauge their emotions and reactions, evaluate attention, and measure their skin response to stimuli as they were asked to read six articles on different topics. The small test involved 60 participants from the U.S., U.K. and Japan.Each…

Canceling the MarTech Conference scheduled for next month and sharing our updated plans ahead

Hey, I hope you’re doing okay. A crazy and surreal time we’re in.The photo above is my new “office” in the basement of my house. Yeah, I’ve got a green screen set up. I’d like to claim it’s to support seamless virtual backgrounds in the continuous stream of video meetings that now occupy my day.But truthfully, it’s mostly just to hide the massive piles of clutter that our basement gravitationally accumulates. My wife bumped me out of our home office that’s above ground, with a nicer view and fewer heaps of random stuff, to make it her new work-from-home command center. My daughter, whose school is closed for at least a couple more weeks, has taken over the rest of the house. It’s not a big house.So the basement has become my refuge.I’m not complaining though. I’m thankful that we’ve been able to adapt to working from home with relative ease. So many people are in worse circumstances, with family members who’ve fallen ill, parents struggling with childcare, people with jobs who can’t wo…