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Showing posts from January 27, 2020
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With AI poised for growth, marketers need more clarity from vendors

Marketers from across all industries have widely embraced tools and solutions boasting artificial intelligence (AI), machine learning (ML) and deep learning (DL) capabilities — but marketing is suffering from definition murkiness.  These phrases are often used interchangeably by martech vendors to describe their solutions, leading to confusion around their actual meanings — and disproportionate expectations for users.Business spending on AI, DL and ML will grow to nearly $98 billion by 2023, according to an International Data Corporation (IDC) forecast. Establishing an understanding of the fundamental differences between these terms and knowledge of how they work together will be key for marketers as their organizations increase investments and use of these technologies. “A high-level understanding of AI and ML is important because marketers need to be able to avoid being a victim of ‘AI-washing’,” said Mike McGuire, vice president analyst at Gartner for Marketers.  AI is an umbrella …

Your reputation depends on a solid (and legal) online review strategy

Consumers rely on search results, social media and peer reviews to perform research and gather feedback on businesses they are considering visiting or products they’re thinking of purchasing. And while it can be easy to turn a blind eye on the reviews your business receives, simply ignoring those review sites can be damaging to your bottom line.The impact of online reviewsWhile this probably comes as no surprise, 95% of shoppers read online reviews before making a purchase. As they seek out peer reviews on brands or products that they’re considering doing business with, they’re looking for specific things. Consumers actually look for negative reviews to discover authentic feedback from real customers. In addition to negative reviews, they want to see how your business handled that situation and responded to a negative experience.The question then becomes, how do I manage online reviews? What online review strategy can improve my digital presence and overall customer experience?Managin…

Soapbox: The death of cookies will bring new life to advertising

The death of cookies is a bitter pill for many of us to swallow, but it’s a transition that’s been a long time coming.Since the beginning of online advertising, the potential to target consumers based on every little behavior meant that the internet wouldn’t just sell people stuff. It would work better than any other channel.Now, digital marketing has become a victim of its own success. In the right hands, it sells products and creates great experiences. In the wrong hands, it swings elections, spreads misinformation and turns people against each other.The era of cookies funded an entirely new media landscape – one where there are more aware and engaged users than ever before. A place we’ve never had more accessible tools that let us build better content and user experiences.Even as the days of targeting consumers come to an end, the goal of better meeting consumers “where they’re at” remains. That means we have two great tasks at hand: telling stories that matter, and using strategie…

Three digital marketing trends you can’t miss in 2020

The internet has transformed the way we view and experience the world. Nowadays, we use it for virtually everything, from making a phone call to paying off our credit card bill. Smartphones have revolutionized how we shop and do business.With them, we can interact and socialize with people from around the world using Instagram, Twitter, Facebook, WhatsApp, and so on. From personal experience, I can tell you that I would have never guessed that my smartphone would become a priority for me. I remember thinking that Blackberry pin-to-pin messaging was a disease. Now, I can spend hours upon hours browsing idly through my Instagram feed. Well, the joke’s on me, right? The same goes for businesses. Most were limited to operating from a storefront or office, and they could only rely on printed or TV ads, and local networking to get customers. Today, however, the world is any business’ oyster. And digital marketing is the magic wand that makes it possible. But that doesn’t mean that it’s easy…