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Showing posts from January 9, 2020
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The role of SEO in online reputation management (ORM)

Before anybody does business with you, they’d have Googled your name. The links and information that appear on the first few pages of Google when your name is searched for are what potential partners perceive you are. That’s why online reputation management is key.According to Eric Schmidt, “Identity will be the most valuable commodity for citizens of the future and it will exist primarily online.”Curating a positive online reputation is no longer optional. Successful online reputation management (ORM) and search engine optimization (SEO) companies help their clients achieve results through proactively coordinating content, websites, and search engine results pages (SERPs).In this article, I will share how the right SEO-driven content strategy will boost your digital reputation.Why online reputation is important to your business’ existence1. Consumers trust user-generated content moreResearch by TurnTo revealed that 99% of consumers would consider user-generated content before making …

DoubleVerify launches real-time, predictive ad effectiveness solution

Ad measurement platform DoubleVerify has launched Authentic Performance, a new predictive ad solution for reporting expected ad performance based on real-time ad exposure and engagement data.The solution analyzes more than 50 data points, including viewable time, share of screen, video presentation and audibility as well as engagement data at the device or ad level, such as screen orientation, video playback and audio control interactions.Why we careThe aim is to give advertisers more data, faster about the expected impact of their advertising spend by analyzing a breadth of metrics, in flight. Advertisers can use the insights to identify how ads are either working or underperforming — at the impression-level — and make adjustments accordingly.“Current tools are either fast but simplistic — with metrics like viewability and click-through rate; or, they’re sophisticated but slow — with data reported post-campaign,” said DoubleVerify CEO Wayne Gattinella, “Authentic Performance is desig…

HubSpot adds ABM, attribution reporting and machine learning A/B tests to Enterprise offering.

Marketers face countless complexities and nuances when it comes to tasks such as attribution reporting, A/B testing and account-based marketing. Whether cobbling together data from different platforms to create a report or spending hours analyzing performance, these challenges can add up to frustrating experiences and under-utilized martech systems.Marketing platform provider HubSpot has added several key features to its Marketing Hub Enterprise offering in hopes of providing a more user-friendly experience for enterprise users. The new features include revenue attribution reporting, intelligent A/B testing, partitioning and account-based marketing tools, among others.Why we careRevenue attribution has plagued marketers for years, especially as new digital channels have come into play. HubSpot’s interface and design are configured to help marketers identify what touchpoints and channels drive the most value from their efforts.Source: HubSpotA/B testing requires a heavy lift on the end…

Spotify podcast ads can now track impressions, reach and audience data

Spotify has rolled out a new suite of marketing tools for podcast advertisers, making it possible to view impressions, frequency, reach and audience demographic information for podcast ads, the company announced Wednesday.The new metrics tools are supported by Spotify’s new podcast ad technology, Streaming Ad Insertion (SAI), which utilizes data from the platform’s logged-in audience in tandem with its streaming audio service.Source: Spotify. New insights. Spotify is offering podcast publishers and advertisers data on real-time ad impressions, reach (the number of unique listeners who heard an ad), frequency (the number of times a listener heard an ad) and anonymized audience information such as age, gender, device type and listening preferences.The anonymized demographic data first arrived for podcast publishers in August, 2019.Why the data is available now. Spotify requires users to log in, providing the company with basic demographic data on the listener. The shift in audience prefe…

Mailchimp claims over 60% share of email industry in latest report

Mailchimp has released its first annual report since 2016, highlighting a number of key milestones for the email platform turned all-in-one marketing platform. The company claims a 60.51% share of the email industry, supporting over 12 million customers. Its closest competitor comes in at only 9.52%.Why we careMailchimp — along with a number of other email providers built to serve small businesses — added more marketing features to its platform last year, but the report indicate that email continues to be the platform’s strongest feature. Email isn’t dead, it’s evolving.The volume of emails sent from Mailchimp in 2019 — over 340 billion — draws attention to the strength of the channel and the email market as a whole. The company’s reporting on its Thanksgiving weekend performance offers a glimpse at just how powerful the channel is. Nearly 9 billion emails were sent from the platform, generating $4.5 billion in orders.More on the newsMailchimp customers generated more than $321,538,03…

Soapbox: Does gamification have a place in your organization?

It’s an understatement to say that gaming has become a juggernaut in the realm of entertainment. So much so that in 2018, global gaming revenue was $134 billion, dwarfing the combined worldwide revenue from movie box office ($41 billion), video streaming ($36.6 billion) and music ($19 billion). So why has gaming become the number one source for entertainment?  Because it’s more than just entertainment. Gaming taps into deep-seated human motivations.“We’ve been playing games since humanity had civilization – there is something primal about our desire and our ability to play games. It’s so deep-seated that it can bypass latter-day cultural norms and biases.”– From Reality is Broken by Jane McGonigalAs Jane McGonigal points out in her book, games draw us into their world, challenge us to be creative and adapt to rapidly changing situations, and reward us with a sense of accomplishment, personal mastery and autonomy.The question is: does gamification have a place in the world of business?…

Business RCS messaging: Will it ever be a workable solution for marketers?

Business rich communication services (RCS) messaging has been waiting for its turn in the spotlight for well over a decade now. The long-awaited replacement to short message service (SMS) was first conceived back in 2008 but the progress of the new messaging platform has been stuttering at best. Many would call it an utter shambles.For consumers at least, RCS is now available to all android users in the U.S. as Google rolled out the new messaging platform in December.But where does this leave businesses and organizations that want to use RCS to market and communicate with their customers?What is business RCS messaging?RCS is the evolution of the clunky and outdated text message. SMS is over 25 years old and despite being an incredibly powerful and responsive channel, its replacement is well overdue.With RCS you can send images, video and share files. The new protocol support read receipts and read notifications. Essentially it does everything that you’d want in a messaging app.It does…

Collaboration solution from Qualtrics puts customer service employees at the center of customer experience

Customers — especially end-users — tend to be straightforward with store and customer service staff as well as regular vendor contacts, particularly when it comes to product feedback. That feedback doesn’t always reach the product management team, but can be critical for identifying key product gaps, understanding real use cases, customer challenges and satisfaction.Customer experience management provider Qualtrics has launched a new collaboration tool to help capture that feedback from employees interacting directly with customers. Frontline Feedback serves as a platform for customer experience teams to collect, analyze and make informed decisions related to their customers based on feedback from employees who are engaged with the account on a regular basis.Why we care“Call center teams or retail store staff, for example, are often in the best position to capture a broad range of customer experiences and interactions that helps improve an organization’s product and brand perception,”…

Scaled Agile releases SAFe 5.0 to address technical, agility gaps within enterprise infrastructures

The latest version of SAFe from Scaled Agile Inc.Scaled Agile Inc. has released an updated version of its SAFe 5.0 for Lean Enterprises, a framework for building a “lean-agile” mindset across business functions, including development, compliance, marketing, IT operations and others.Why we careThe latest release aims to help companies implement agile processes across the entire enterprise, putting the customer at the center — already a key theme for marketing organizations focused on customer experience.“SAFe 5.0 helps organizations address technical and agility deficiencies, as well as strategic and tactical incompatibilities between the business and IT, to master the core competencies necessary to achieve true business agility,” said Dean Leffingwell, SAI co-founder and chief methodologist.SAFe 5.0 includes two new competencies — Organizational Agility and Continuous Learning Culture — with an aim of helping organizations integrate across departmental functions and provide a roadmap …