Skip to main content

Posts

Showing posts from April, 2020
Instapage

How to build a martech stack for this era — and whatever comes next

“Beginning last month, we pivoted, and we pivoted a lot,” said David Miller, head of product marketing for Acoustic, “We relaunched whole sections of our website — brand new content — we moved faster than we ever thought possible.”How was Acoustic’s team able to make such a massive pivot at the start of the COVID-19 outbreak? According to Miller, it was because his team had the forethought to put the right technology partners in place when they built their stack last July after Acoustic split from IBM’s Watson Marketing division and became a standalone company.“We used content management systems. CRM integration. We had campaigns running. We built landing pages. We implemented behavior analytics — a lot of that was our own stack from Acoustic, but lots of other technologies as well.”Related: Get the Martech Replacement Survey.During Miller’s Discover MarTech presentation “Implications of a New World on Your Martech Stack and Processes,” he and his colleague Loren McDonald, Acoustic’s …

Microsoft Advertising UI: What’s new (so far)

Microsoft Advertising (formally Bing Ads) has come a long way in the last year as they rebrand the advertising platform and look to let everyone know they are still an option. Plus a refresh of the Advertising Editor was a welcome change last year as well.What has been the biggest change since last year is updating the new UI within the ad manager itself. This UI update does not include the Microsoft Merchant Center platform, which is still only accessible through the old UI. However, you can still import from Google into Microsoft and that should not change when the Merchant Center gets an update.Bulk operations are also not available in the new UI but hopefully that change will come sooner rather than later. Changing any ad manager, let alone one that has stood the test of time is not an easy feat. Shout out to the Microsoft PM working on this because I can only imagine how hard this change is and all the code and backend fixes that need updating.So what has changed is what you want…

Facebook expands test for in-stream ads on Live

Facebook is expanding its test of in-stream ads in Facebook Live to more verticals, including “pre-vetted entertainment, news and sports partners,” the company announced this week. The test is designed to help evaluate whether or not the ad format is effective before rolling it out more broadly.For now, Facebook is piloting in-stream ads with only a select number of publishers. The limited test will help determine if pre-vetted content creators are able to successfully monetize their live video streams with in-stream ads.How it works. When watching Live content from a creator included in the test, viewers might see a range of ad formats, including:A pre-roll ad that runs before the live streamAn image ad that appears below the live streamA mid-roll ad that plays in the main video player during the live stream while the broadcast continues playing in a shrunken windowAds play in the main video player during the live stream. Source: FacebookBrand safety controls for advertisers. When se…

Deliver compelling digital experiences

More than half of businesses around the globe struggle to deliver on customer expectations for digital experiences.  As a result, customers often look elsewhere and reward those companies that provide engaging digital experiences with their loyalty.Join us for this webinar to learn more about:How your company’s digital experience maturity compares to the competition, with recent benchmark dataHow to secure executive buy-in and align digital experience goals with company goalsTechnology to simplify the creation, deployment, management, and extension of digital experience capabilitiesThe experiences of companies who have built successful digital experiences; how they did it and the benefits they are seeingRegister today for “Delivering Compelling Experiences to Modern Users,” presented by Progress Software.The post Deliver compelling digital experiences appeared first on Marketing Land.

via Marketing Land

Google trends in COVID-19 times and how to use them in your content strategy

30-second summary:Google Trends can be an invaluable tool, as it helps to uncover opportunities for ecommerce brands, publishers, and local businesses.The real benefit to Google Trends is that it can help us understand and predict consumer behaviour post-pandemic. Additionally, we can see how categories are evolving.Some things the search trends have shown is that consumers need help finding resources they often rely on salons for.leisurewear is king and we have seen an abnormal increase in demand for sweatpants over the last month.Consumers also want to know “how to look good on zoom”. That term has increased from 0 to 100 from March 14th onward.As a “topic”, interest in instrument playing tutorials has increased by 72%.Small business loans are seeing more search demand than ever before, with an increase of 2111%.Director of SEO at Stella Rising, John Morabito shares lots of insights and shines a light on how businesses can use these trends in their content creation. With the coronavi…

Anchor launches a video conference-to-podcast conversion tool

Podcast recording and distribution platform Anchor has launched a new feature enabling users to convert video conference recordings into podcast episodes, the Spotify-owned company announced Tuesday.Anchor’s episode creation dashboard. Source: Anchor. Why we careBeing able to turn a video conference call into a podcast episode can be a viable way to get more out of the content you’re already creating — especially for companies that have moved their in-person conferences online.This could be accomplished through other means as well, but for businesses that are tight on resources, Anchor is a free option that takes care of the audio conversion and can also host and distribute your podcast content.More on the announcementContent creators can upload .mp4 and .mov files for Anchor to convert to audio. It does not directly integrate with video conferencing platforms.Converted audio will appear as segments in Anchor’s episode builder, where content creators can edit them, add background music…

35+ Discover MarTech sessions available now on-demand!

Last week, thousands of marketers logged on for Discover MarTech to learn proven ways to overcome common marketing challenges, prepare their organization for a post-coronavirus world, and explore time-saving tools from more than 50 vendors.Couldn’t attend the live event? We have good news: All sessions are now available for viewing on-demand for free!Over 35 expert-led sessions — featuring exclusive keynotes from myself and Real Story Group’s Tony Byrne — plus 30 additional vendors are yours to explore at your convenience from the comfort of your home computer.Some of the most-watched presentations include…The Awakening: How Covid-19 Will Change The Future Of Digital Marketing, presented by Mark Bornstein, VP of Marketing and Chief Webinerd, ON24Marketing Is Personal: Driving Marketing Success In The Cookie-Less World, presented by Matthew Mobley, Chief Technology Officer, MerkleBuilding Your Ultimate Tech Stack For Growth, presented by Kevin White, Growth Acquisition, SegmentPreferen…

How user stories and design thinking can make us better martech buyers

Just because Scott Brinker’s newest version of the Marketing Technology Landscape looks like a Map of the Seven Kingdoms, don’t hack through it like a White Walker pillaging Westeros if you’re on the march for a new piece of martech.There is, alas, a better way.According to Tony Byrne, founder of Real Story Group, the answer lies in applying design thinking to the process.Related: Watch the replay of Tony Byrne’s keynote“It’s a human-centered approach to innovation, which means that really people have to be at the center of it, whether they’re your marketing colleagues, or whether they’re your customers,” said Byrne, who discussed design thinking as it applies to buying marketing technology during his Discover MarTech keynote.Step 1: EmpathizeThe key to the first phase is to create diverse user stories that capture not only the range of use-cases for a given technology, but more importantly filtered those through the lens of the various personas who interact with that tech. According …

COVID-19 and Pharma paid search: How should SEM marketers optimize amid the changing landscape?

30-second summary:Johnson & Johnson CEO Alex Gorsky has said that the COVID-19 pandemic is one of the most significant events ever experienced.Pharma search engine marketers want answers to these key questions – “How are these shifts impacting the search messaging landscape? How to adapt SEM campaigns to remain relevant to shifting patient/provider needs and stay competitive in the search auction?”Ian Orekondy shares insights from AdComplyRx analysis of 50k+ SEM text ads from over 500 prescription treatment brands serving on thousands of keywords.The analysis showed that copy messaging with search terms like “savings” and “coverage” has rapidly risen.He highlights some quotes from industry veterans to help paid search marketers gain clarity on these conundrums. Johnson & Johnson CEO Alex Gorsky said on Tuesday’s earnings call that the worldwide COVID-19 pandemic is “one of the most significant events that any of us have ever experienced”.It has caused more than 120,000deaths an…

Digital transformation is no longer a buzzword. It’s an imperative.

Less than two months ago, I interviewed several agency leads about how their organizations were helping CMOs break down the barriers to digital transformation. In what can now be best described as a prescient moment, Razorfish President Josh Campo told me that digital transformation is kind of like having to build the plane while you’re flying.At the time, he said most brands come to his agency because of a specific challenge — and that, after looking at the problem, his agency would often see an opportunity to really drive transformation. But now, as the COVID-19 crisis continues to dramatically shift consumer behavior, businesses across industries are neck-deep in an economy where digital transformation is imperative to surviving outcomes caused by the pandemic.Digital transformation doesn’t have to take yearsThe good news is digital transformation does not have to take years to implement or need an IT organization to launch. Lytics President Jascha Kaykas-Wolff addressed a number o…

Find the Exact Date When a Google Maps Image was Taken

Curious to know the exact date when Google cameras captured those aerial and street view photographs of your home (or any other address) on our beautiful planet? Well, you can find the dates easily both in Google Maps and Google Earth.Find the capture date of Satellite ImagesIf you wish to know the date when satellites captured those aerial images that you see in Google Maps, you will have to use Google Earth for that. For some unknown reason, Google doesn’t display these dates on the Google Maps website or the Google Earth web app.Launch the Google Earth app on your desktop, search for any location in the sidebar and, this is important, zoom in an area as much as possible. Now hover your mouse over the map and you should see the capture date of that satellite image in the status bar as seen in the above screenshot.Finding the capture date of Street View ImagesIf you happen to live in a country where Google Street View is available, you can use the Google Maps website itself to determ…

4 takeaways for content marketers in the time of COVID-19

Watch the full session.Creating brand content during a global pandemic is not on anyone’s résumé list of experiences. Brands now have to rethink their customers’ priorities to determine what’s worth communicating, while balancing marketing goals with customer empathy.This conundrum has businesses playing themselves, generating nearly identical messaging across site banners and emails. The content din makes it more difficult for audiences to discern one brand from the next.Despite these new challenges, there is guidance for brands that seek to continue serving and engaging their customers. On Live with Search Engine Land Friday, Meghan Keaney Anderson, CMO of HubSpot, Amanda Milligan, marketing director at Fractl and Lee Odden, CEO of TopRank Marketing, shared some of the lessons they’ve learned while working with clients and marketing their own agencies on what brands should be communicating at this point, how to convey the right tone, identify content marketing opportunities and find…