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Showing posts from January 16, 2020
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Here’s how we prepare for a new decade of marketing innovation

The end of the decade will be here before we know it. And despite prevalent fears about an upcoming recession (one expert says we will likely avoid in 2020), most marketers are optimistic: in fact, 61% of CMOs expect marketing budgets will increase in the coming year.If CMOs’ predictions prove true, marketers will have more flexibility with their strategies with the added responsibility of justifying their expanding budgets. As a marketer, the same holds true in that you’ll need to remain nimble and forward-thinking to ensure you make the most of your budget and make the biggest impact on your organization.In addition to growing budgets, the new decade is likely to bring a mix of new technologies and trends that will reshape the way you approach marketing. And while some trends will fade, other developments — like emerging regulations, voice commerce and more — are here for the long run.With that in mind, here’s how you can best contribute to a competitive customer experience in the n…

“CRM is not enough:” Nearly 200 martech companies sign pledge to change the data ecosystem for customers

Ten marketing technology companies are leading an initiative with over 190 co-signatories to publicly pledge to design software that eliminates data siloes by shifting away from a CRM-centric approach. The Platform of Independents is led by Segment co-founder and CEO Peter Reinhardt and includes Airship, Amplitude, Iterable, Mixpanel, Outreach, Pendo, Radar and Tray.io.The formal declaration of the companies’ shared ideals was published in Thursday’s Wall Street Journal and displays their united stance on developing products that don’t lock their customers into a solution suite. Instead, they want to build tools that can serve organizations and their departments independently but enable users to have more freedom to share data.Why we careMarketers are not alone in the struggle of being forced into working with fragmented data and technology — the impact spans entire organizations. It’s so common that a recent Gartner report found that “no single CRM vendor is capable of providing the …

Will location data rise as cookies crumble?

Location data provider Factual is launching a new product called Data Enrichment, which supplements first-party data with additional audience insights built on mobile-location and real-world behaviors. The company says this allows companies to a gain deeper understanding of their own customers than first-party data would enable by itself.CPG brands, automotive, media publishers. I spoke about the new offering with Scott Townsend, Factual’s Head of Data Enrichment and Factual CMO Brian Czarny. Townsend outlined several concrete use cases for the product for CPG brands, automotive marketers and media publishers, among others.Townsend explained that CPG brands often struggle to get good first-party data from the retailers that sell their products. Factual’s product can show these brands where their customers are shopping. “This helps with personalized messaging,” said Townsend. “The campaign can say, ‘the product is on sale at Costco,’ where the consumer is a frequent shopper.”  Automoti…

Boost SEO teamwork through unexpected collaborations

SEO plays a role in the success of most online businesses, but it’s kept in a silo. SEO focuses on organic traffic online, while other strategies operate independently around it. What happens when you break down the silos and start working SEO into other company functions?The ‘Rule of 7‘ suggests that people need to see your messages at least seven times before they start to take notice of your brand. By combining your SEO efforts with ongoing marketing, advertising, and other activities, you can start to accelerate the number of times and channels by which people are seeing your messaging.SEM collaborationsSEO and SEM are really just two sides to the same coin. SEO focuses specifically on monitoring and improving organic traffic to your website while SEM has a broad focus on improving conversions through mostly paid strategies. Many companies consider these two activities different enough to keep them separate, a strategy that makes sense when you look at the individual functions tha…

Tips to Keep Huge RAW Files Safe

RAW images are fully exposed images that lets the editor manipulate or retouch the photos without losing its original quality. But, the only question which keeps them tangled is “How do I manage my RAW images? They take so much of storage space. Is there any workaround for this”?Well, you are going to find few effective and vital tips to manage and keep your RAW images safe.Smart Previews in LightroomFaster Memory CardsAn Appropriate Way to Share RAW ImagesConvert to Lossy-Compressed DNG fileLet’s take a detailed look at the methods that can help you to manage huge RAW files:Smart Previews in Lightroom:Almost every professional photographer uses Lightroom in their day to day life. In Lightroom, use Smart Preview as this helps the editor to remotely access the photos without storage device. This gives the output in the smaller file size and prevents adding up cache to the storage space. Once the edits have been made and if the final image is processed, sync the Smart Preview to your or…

The volatility of online political ads could be TV’s salvation in 2020

All the signs are that 2020 is going to be a turbulent, challenging year for marketers — digital marketers in particular. That’s the cold reality. But like a New Year’s Day polar bear plunge, a dose of cold reality can be quite bracing and help provide sharpness and clarity. In that spirit, here are three predictions to help you clear your head for the new year.1. The Cold Reality: Digital will become the new “too big to fail”I’ve been warning for years that digital would trigger unwanted government oversight if it didn’t get its act together on privacy. Still, I don’t think the government will allow digital to collapse entirely, for the same reason that the government kept the financial sector afloat after the 2008 meltdown. There are simply too many jobs at stake.Almost all of the revenue at Google and Facebook comes from digital ad dollars. Those companies, along with the remainder of the top five in digital ad revenue — Amazon, Microsoft and Verizon — all wield enormous clout. The…

Soapbox: AI will help marketers focus on being human again

The emergence of AI-powered martech has given marketers a lot to grapple with the last couple of years. Some have voiced fears of being replaced by automation. Others are excited by the potential time and cost savings.But with all the hype around new technology, we may have overlooked the most exciting part of the AI revolution.As traditional marketing shifted into digital marketing over the last decade, we’ve drifted further and further away from the human-to-human interactions that defined customer experience in prior decades.We’ve turned people into prospects. Views into impressions. We’ve commoditized customers by automating our funnels and flywheels. By scaling our digital activities, we’ve lost a bit of the human touch.It takes a ton of time and lots of tools to manage a digital marketing campaign. We have to leverage automation to drive results. But the machinery we build can feel cold and impersonal and end up damaging the customer experience.AI promises to streamline our effo…

Everything small businesses need to know to launch a campaign on Amazon

Businessfinancing.co.uk, a financial publisher based in the UK, created an infographic guide aimed at helping small businesses get started with advertising on Amazon.The infographic, A Small Business Guide to Amazon Advertising, presents a visual summary of advertising options available on the platform and includes some tips that small business can use to get started with launching a campaign.In this post, we’ll summarize some of the key insights from the guide, including a list of next steps that will help you get ads running on Amazon in no time.Unless otherwise noted, all statistics and images in this post have been taken, with permission, from the original infographic produced by Businessfinancing.co.uk.Amazon’s enormous retail reachBased on gross merchandise value (GMV), Amazon is the second largest ecommerce website in the world (second only to China’s Alibaba) and the largest in the U.S.It receives over 200 million visits each month and is the first-choice ecommerce destination…

Why the retailers closing stores probably won’t see a major e-commerce uptick

According to post-holiday sales data, U.S. overall retail sales were flat or up modestly; however, some traditional retailers saw sales declines to varying degrees. By comparison, online sales were up roughly 19% according to data from Mastercard, which said total holiday retail sales increased 3.4% compared with a year ago.Macy’s, JCPenney, L Brands, Kohl’s and even Target reported disappointing results. Macy’s said it would close nearly 30 stores, while Pier 1 is closing almost half its stores. Total store closures last year exceeded 9,000 locations.Mindset: Close stores, push e-commerceFollowing lower-than-expected in-store sales, the natural impulse for some retailers is: close stores and push e-commerce. And that may make sense in the abstract and in some instances. However too many “omnichannel” retailers don’t fully appreciate the symbiotic relationship between stores and online sales. This is reflected most significantly in the still-frequent bright line separation (often with…

Boost ROI. Assemble high-performing teams. Exceed expectations.

Struggling to see ROI from your martech? Eager to assemble a frictionless organization? Want to deliver user experiences that exceed customer expectations?Attend The MarTech Conference April 15-17 in San Jose for creative, vendor-agnostic solutions to these and many more complex marketing challenges.The agenda is live and ready for you to explore! Join a community of nearly 2,000 senior-level marketers for tactical, practical sessions and return to the office ready to…√ Deliver measurable results with limited budget and resources
√ Get data quality, integration, and governance right
√ Successfully incorporate agile methods for increased efficiency
√ Infuse martech best practices into your organization
√ Create customer experiences that are personalized, relevant, and effective
√ Evaluate and invest in the technologies that deliver on all of these goalsYou’ll soak up inspiration during exclusive keynotes and game-changing insights from experts, including:I will address both practical a…