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Showing posts from February 4, 2020
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Salesforce buys Evergage CDP platform to boost real-time personalization capabilities

Salesforce has acquired Evergage, a real-time personalization and customer data platform (CDP).While Salesforce recently entered into the CDP space with the launch of its own 360 Audiences, the move to bring Evergage’s technology into the Salesforce fold likely has more to do with delivering personalized experiences than its CDP offering. The companies announced the deal on Monday.Why we careEvergage provides real-time, cross-channel personalization capabilities powered by machine learning. The technology helps marketers create relevant, personalized experiences and interactions throughout the entire customer journey — an offering that will likely boost Salesforce’s current Marketing Cloud applications.“Salesforce has lacked a proper tool for real-time interactions, such as personalizing website content based on customer behaviors during a visit,” said David Raab, a principal at the marketing technology consultancy Raab Associates Inc. and founder of the CDP Institute. He believes Sal…

Pro Tip: Here’s why content audits are so important

One common mistake when it comes to developing and publishing content on a site is never touching it again. Having a content revitalization strategy to ensure content is relevant is just as (if not more) important than adding new content to drive organic traffic.If it’s been a while since older posts on your site have been updated, it may be time to conduct a content audit.I’ve followed this process with several SEO clients and it yielded impressive results. One client in the employment industry saw a 40% lift in organic traffic and a 131% increase in goal completions in nine months. A client in the education space saw a 42% lift in overall organic traffic and 40% increase in goal completions over three-and-a-half months after following the steps below and implementing changes based on the findings.Here’s how you need to review your content:1. Create a list of all URLs into a spreadsheet (you can pull this from the sitemap).2. Use Google Analytics to determine how many sessions each p…

Three crucial podcast tips from Fractl’s Marketing Director

A few years ago, I hosted a podcast called ‘Ask Amanda About Marketing’. It ran for 30 episodes before going on a hiatus for over a year.Now, I’m relaunching it under a new name and with a more focused goal, and I’ve been reflecting on what I learned during the first go-around and the podcast tips I’ve acquired while getting ready to publish this next iteration.Here are my biggest takeaways.1. Have a narrow focusThis tip comes directly from Joe Pulizzi. I saw he and Robert Rose were relaunching theirThis Old Marketing podcast, so I reached out to see if he could share any wisdom.I explained that ‘Ask Amanda About Marketing’ involved me (and sometimes guests) answering various questions people had about digital marketing.The first thing he said? Narrow your focus.There are hundreds of marketing podcasts out there, so in order to provide value that isn’t duplicative of what people can already access, you have to hone in your objective. Who exactly do you plan to help, and how exactly do…

Overcome your marketing challenges at MarTech

“We need to build a rockstar marketing ops team. What’s the first step?”“Privacy regulations are killing customer acquisition. What’s the workaround?”“Multi-channel marketing is more complex than ever. How can we make it work?”“We’re ready to shift to Account Based Marketing. Where do we start?”Sound familiar?Thousands of senior-level marketers like you face these kinds of challenges every day. Attend MarTech®, April 15-17 in San Jose, to learn from experts who have been where you are and are ready to share first-hand experiences, advice, and solutions to help you succeed.You’ll unlock a tactic-rich agenda loaded with 45+ sessions across five tracks:Marketing Operations: Explore the intersection of people, process, and technology with experts from Docker, Lola.com, Twitter, and more.Marketing Data: Learn how to leverage data to optimize customer journeys, seamlessly migrate marketing platforms, and enhance your martech stack with insights from Autodesk, Verizon, CaringBridge, and more…

YouTube kicked in $15 billion as Google ad revenues topped $134 billion in 2019

Google parent Alphabet finally broke out YouTube ad revenues, for the first time, in Q4 and 2019 full year earnings. Total Alphabet 2019 revenues reached nearly $162 billion. Google advertising revenues accounted for $134.8 billion, with YouTube contributing $15 billion for the year.While earnings beat analyst expectations, fourth quarter revenues were lower than expected: $46.07 billion vs. $46.94 billion expected. In addition to YouTube, Alphabet announced that its Cloud business has a $10 billion run rate. As individual businesses, these revenues would be significant.YouTube exceeds Amazon’s full-year ad revenues. Google, Facebook and Amazon are the top three digital ad platforms. However, Google’s $134.8 billion in 2019 ad revenue is nearly 2X Facebook’s ad revenue of $69.7 billion. And Amazon’s 2019 ad revenue of $14.1 billion is less than YouTube’s $15 billion.Source: Company earnings reports For some additional context, YouTube is larger than all of the following traditional med…

Lessons from 2019’s holiday email sending (hint: mobile dominated)

We’re a month into 2020 so what better time than to look back at the holiday shopping seasons of 2019 to inform our strategy over the course of the next 11 months. This year, like any other, some email marketing practices won the clicks of millions of holiday shoppers, while others drove users away. But the good news is that every holiday season is an opportunity for marketers to experiment and learn – and capitalize on the opportunity to engage with new and existing customers.Here are a few trends gleaned from the Twilio SendGrid (my employer) 2019 holiday sending data and lessons to keep in mind as the next holiday shopping season looms on the horizon.Embracing the mobile-first mentalityMobile and email are symbiotic (in fact, half of email is now opened on a mobile device) and web analytics companies consistently report that holiday mobile sales increase every year. This year was no different with 65% of all click activity during the week of Black Friday and Cyber Monday occurred o…

TikTok 101: A primer for brands

You don’t have to install the app to experience TikTok. If you’re reading this, odds are you’ve already stumbled upon a TikTok-emblazoned clip of someone wearing bread on their feet or feverishly performing a choreographed dance. None of it makes sense and that’s the point. It’s meme culture at its finest.Teens see TikTok as a home for pure, unfiltered entertainment. Brands, on the other hand, are watching it like a shiny new penny. The platform known for hosting amusing video challenges inspired by the ephemeral (and often satirical) nature of Gen Z is now starting to become part of the marketing equation.“Being there early allows brands to authentically tap into the ‘it-crowd’ as long as they can adapt their message to the fun and informal tone,” explained Fred Schonenberg, founder of New York marketing firm VentureFuel. But that informal tone, he explained, is TikeTok’s entire value. “Brands who show up with standard corporate messaging will alienate the audience as quickly as they…