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Showing posts from February 11, 2020
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Soapbox: Are ad blockers breaking the foundations of digital marketing?

I work for a B2B SaaS product and one of my tasks is to produce a monthly analytics report that breaks down our lead conversion rates. I track the conversion rate of website lands > demo requests > trials > closed deals.Last month I was asked to create a Zapier integration that sent an alert to a Slack channel every time someone requested a demo through the website.When doing the month’s report, I saw our Google Analytics demo request events were 22% lower than the number of messages sent to the Slack channel. It turns out ~20% of our visitors were blocking Google Analytic’s tracking.After some research, I found that an average of 24% of internet users use an ad blocker. As more users become frustrated by ads, and Safari is looking to win the war for user privacy with intelligent tracking prevention built directly into the browser, the prevalence of ad blockers for all users will keep rising.Are ad blockers going to break all of our analytics some point soon? It’s looking lik…

TikTok: The next marketing platform for brands

TikTok, it’s the social media platform that’s taking the world by storm. Gen Z is all over it, and even millennials are joining in on the fun. Can brands be far behind? But what is TikTok, and is it lucrative enough for brands to include in their 2020 marketing plan?We look at the growing popularity of the channel, what it means for brands, and how companies can maximize their TikTok marketing.The rise of TikTokTikTok is a mobile video app much like the now-defunct Vine, created by parent company ByteDance, a startup based in Beijing, China. Launched in 2016, the app currently boasts over 500 million active users and is popular in India, China, and the US.Users create short, fun looping videos, from 15 seconds to a minute long that’s usually set to music available from the vast TikTok library. The app also offers effects like split screens and filters much like in Snapchat and Instagram. It also provides live streaming.Alongside the videos that users can create, they can also remix so…

How to Force Reset GSuite Users' Passwords with Apps Script

You can use Google Apps Script to automatically reset the password of users in your GSuite domain. This script can only be executed under the Suite admin account. You also need to enable the AdminDirectory Advanced Service in your Apps Script Editor.You can force reset passwords of members of a particular group in your organization or specify a list of email addresses and the Google Script will use the AdminDirectory service to change the password of specified users.constgetGroupMembers_=groupEmail=>{var emails =[];var pageToken;do{const{ members =[], nextPageToken }= AdminDirectory.Members.list( groupEmail,{ maxResults:200, pageToken: pageToken }); members.forEach(member=>{if(member.status ==="ACTIVE"){ emails.push(member.email);}}); pageToken = nextPageToken;}while(pageToken);return emails;};constsendEmail_=(emailAddress, password)=>{ MailApp.sendEmail({ to: emailAddress, cc:"amit@labnol.org", sub…

Expert marketing advice. Actionable tactics. Lowest rates expire Saturday!

Join nearly two thousand senior-level marketers at MarTech, April 15-17 in San Jose, for an unrivaled conference experience. You’ll access 65 (and counting!) expert-led sessions, keynotes and presentations, dozens of martech solution providers, exclusive community networking, and the actionable tactics you need to overcome the universal challenges of modern marketing:Struggling to see results? Experts from Walmart, Wells Fargo, Twitter, Gartner, Thomson Reuters, Autodesk, Vonage, and more are ready to share the strategies, playbooks, and tactics they’ve used to maximize ROI, build successful teams, and translate data into meaningful action. See the agenda here.Looking for the right solution? Efficiently evaluate a variety of marketing solution providers in the Expo Hall. See how those solutions are producing results with case studies and comprehensive tutorials in The Discover MarTech Theater and Solutions Track.Eager to grow your network? Exchange ideas, talk shop, and trade advice w…

How to use agile marketing to prioritize high-value initiatives and improve productivity

We’re so caught up in the world of being busy, that we’re barely able to come up for air. Then we wonder why our marketers are burnt out, deadlines are missed and quality stinks. The best companies I’ve worked with have streamlined corporate initiatives that focus on value, which actually helps productivity.Learn how agile marketing can help keep your marketing initiatives focused, cut down on low-value work and improve your overall output.Focus on high-value initiativesWith agile marketing, teams order work requests in a single, prioritized backlog. With this simple technique, it forces the conversation about: “What’s our highest priority?”The marketing backlog allows the team and stakeholders to see everything being asked of them in one place. I have yet to meet a marketing team that doesn’t have enough work to do. Everyone is constrained with budgets, resources and time. Another important question that comes out of the prioritization process is: “What aren’t we going to do?”One of …

Paid search marketers can find success with top of funnel campaigns

Most marketers view the funnel as including the following stages: Awareness, Consideration, Preference, Purchase and Post-purchase (client retention, upsell and advocacy).Paid search is often thought of as being really low funnel – and it absolutely can be! But it can also span up the funnel and, when done correctly, can even rival other top-of-funnel channels.Top-of-funnel usually refers to the Awareness stage and can even include parts of the Consideration stage. In the Awareness stage, folks are feeling symptoms of a problem and may not have even been able to put a name to a problem yet. In this stage, they’re still gaining awareness of whether this issue affects others and what the potential solutions are. In the consideration stage, buyers are researching into all of their options with the goal of beginning to narrow down their options.The key to successful top-of-funnel campaigns is knowing when to leverage them – which businesses and situations tend to benefit from top-of-funne…