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Showing posts from January 14, 2020
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Brightcove launches all-in-one video campaign app

Brightcove, a cloud solution for managing and monetizing video content, has released Brightcove Campaign, a video campaign app that lets marketers create, manage and analyze their video demand generation campaigns all in one tool. The new solution comes with analytics and benchmarks so that marketers can compare their campaigns to industry standards. It also provides optimization tips, click-to-publish capabilities across multiple channels and integrations with marketing automation platforms Eloqua, Marketo, HubSpot and Salesforce.Why we careWith video playing a larger role in demand generation campaigns, the ability to create, analyze and optimize those efforts across channels from a single tool can help simplify marketers’ management efforts. The tools was developed with input and feedback from customers. “Throughout the development process phase of Brightcove Campaign, we worked with many demand generation marketers to ensure it fits seamlessly into their workflows,” said Brightcov…

The evolution of the marketing technologist: How martech roles have changed during the last 5 years

Five years ago, marketing technologist roles were, arguably, in their infancy. At the risk of being nostalgic, it was a simpler time for our industry: the martech landscape was comprised of a mere 1,000 solutions and nobody had even heard of Cambridge Analytica. Adobe hadn’t bought Magento or Marketo and LinkedIn hadn’t yet joined the Microsoft family.Fast forward to today, as we approach our seventh annual MarTech Conference, that martech landscape now has over 7,000 solutions, with new product launches and integrations happening daily. As the martech taxonomy continues to expand, so do the roles charged with implementing and managing our martech stacks. Marketing technologists are no longer considered “the outsider” among the broader marketing organization, but instead play a key role within the marketing organization. Martech is now marketing and marketing technologists are, simply, marketers.“The field of marketing technologists has expanded enormously over the past five years,” s…

Google Ads enables bid simulator for Target ROAS, budget simulator for Maximize clicks, conversions

Google is extending the availability of bid and budget simulators to more smart bidding strategies.Bid simulator for Target ROAS. The bid simulator has been available only for manual and Target CPA bidding. It’s now available for Target ROAS campaigns. The screenshot below shows a bid simulator for Target ROAS portfolio strategy, but you can also see the simulator icon at the ad group level in Target ROAS campaigns that aren’t using a portfolio strategy.Target ROAS bid simulators are now available in Google AdsThe simulator works the same way it does in manual and Target CPA bidding campaigns. The projected impact of a change is based on your auction data from the past seven days and assumes all other influencers, such as your ads, landing pages, your competitors’ ads and bids, all stayed the same.Budget simulator for Maximize clicks, Maximize conversions. Both of these bid strategies aim to spend your entire budget in pursuit of maximizing the number of clicks or conversions the camp…

Anchor text variations: Your key to link profile diversity

Anchor text variation is one of the best ways to tell Google what a specific web page is about. It is used to help readers find more information about a topic and also factors into ranking your web pages. While it is a great tool, it can be the downfall of your SEO efforts if not used correctly.Many people have tried (and are still trying) to manipulate search results. One way to do this is to link from specific anchor text in an attempt to rank for the specific word or phrase. Unfortunately for these folks but fortunately for those of us doing it right, we are no longer in the olden days of SEO and these types of black-hat techniques no longer work. In fact, they are likely to get you penalized. One of the best ways to stay out of a penalty is bypracticing link diversity. There are many ways to do this – you could try linking from various domain extensions,different domain authorities, and using a mixture of “follow” and “nofollow” links. For the sake of this article, however, I want…

3 Easy steps to complete your annual PPC checkup

The crazed dash to wrap up 2019 and close the books on a banner year for PPC may have left search marketers feeling wiped out right about now. Buck up, search marketers! 2020 is here and those who want to dominate search marketing need to start the year on the healthiest footing possible.Great planning and powerhouse strategies require deep analysis of what has been working and what hasn’t. You need to identify early signs of problems, know where opportunities exist, and be even more crisp at keeping key stakeholders posted about how your hard work is ensuring the overall health of their campaigns. Sounds a bit like an annual checkup at the doctor!2020 promises to be another year of change for the tech and data we rely on daily, so our team has developed a health plan for your paid search programs — a 2020 checkup that can put your programs on the right trajectory from day one.From checkup to preventive care to reporting, with the right technology, it may be easier than you think to m…

Broaden your marketing skills to succeed as an agile marketer

As marketers, we value our special skills, or as I often refer to it, our superpowers. I always explain that my superpower is writing because sometimes it’s easier for me to express my thoughts this way rather than talking (although I have my moments with the gift of gab).So while guarding our superpowers and being really sharp with one particular skill is great, to get hired on an agile marketing team, you need to show that you’re willing to dabble outside of your comfort zone and be a team player.According to the 2019 State of Agile Marketing survey, 50 percent of traditional marketing companies are planning to adopt agile marketing in the coming year. To stay ahead of the curve and market yourself to these companies, you’ll need to broaden your skills to be hired on an agile marketing team.The most successful agile marketers offer the following:Dabble beyond your specialtyPeople have a lot more skills, abilities and desires to try new things than we give them credit for. The proble…

LinkedIn user rate to grow faster than expected through 2023

LinkedIn is growing faster than previously expected, according to a new report from research firm eMarketer. In 2019, the number of monthly U.S. adult users increased by 8.8% year over year – up from eMarketer’s previous estimate of just over 7%. The new numbers are based on updated membership data from parent-company Microsoft and other sources.Despite a faster growth rate forecasted for 2019, eMarketer projects slowing user growth in the years ahead. U.S. users are expected to grow by 6.2% this year to 62.1 million and reach 68.8 million by 2022, eMarketer forecasts.Why we careLinkedIn users make up around one-third of all social network users in the U.S., according to eMarketer. For the most part, that number will stay the same as other social platforms also expand their user bases. But for businesses on LinkedIn, user growth could mean an uptick in ad performance and content engagement. The Microsoft-owned network has been steadily building out ad capabilities including new target…

Soapbox: Here’s why B2B should get better at episodic storytelling

Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch on and test the tactic for themselves.And so it goes with episodic storytelling. Streaming services and premium television publishers are purposefully presenting stories as episodes to keep audiences coming back for more. It works for Disney+. It works for B2C brands. And, as more marketers are beginning to realize, it works for B2B brands.Episodic content is a familiar tactic among audiences and drives tremendous engagement. You need to:Deliver high value in a shorter than usual timespan. You want your audience to think, “That was interesting, and it didn’t take too long,” and they’ll be willing to come back for more.Provide a clear call-to-action at the end of the series. If you have asked someone for this much of their time, and they have cared enough to give it, be clear on what should happen next.Think about …

Adobe moves its Experience Manager service to the cloud

Managing a huge volume of content across enterprise teams is a heavy burden that poses a significant challenge for today’s marketing teams. In an effort to increase efficiencies for these marketers, Adobe has announced that Adobe Experience Manager (AEM) will be available as a cloud-native SaaS application.AEM services were previously only available as part of an on-premise setup or as a managed service. Now that it is part of Adobe Experience Cloud, AEM users should quickly be able to onboard the app and use it to produce dynamic and personalized content.Why we careEarly results from mid-market to large enterprise companies using the application indicated processing speeds increased by about 50%, and administrative efficiencies increased by 40%. Companies also saw less scheduled downtime as planned updates should no longer take AEM offline. The decreased downtime increased user productivity by 40% according to Adobe.“Adobe Experience Manager as a Cloud Service supercharges organizati…