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Showing posts from March 12, 2020
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Your abandoned-cart email program is valuable to your bottom line, don’t neglect it

While auditing a client’s email program recently, I noticed that the company had not updated its abandoned-cart program for a few years. In digital marketing timelines, that’s like leaving it alone for light-years.Among other problems, I found that the message template no longer resonated with the brand and missed some obvious optimizations.It’s regrettable but not unusual. We set it up and then forget about it because it runs in the background while we wrestle with email’s day-to-day issues.I know what you’re thinking right now. “How long has it been since I checked up on our abandoned-cart emails?” You’re right to be concerned, too.We think of abandoned-cart programs as a B2C issue, but they also apply to B2B programs where people begin processes like downloads or registrations but never go through with them. Whether you’re in B2B or B2C, you need to stay on top of this automation because it’s one of the most valuable triggered emails you can send.Why abandoned-cart emails matterHav…

MarTech Minute: Folloze’s new ABM solution, Lifesize takes over CCaaS platform

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.ABM GETS PERSONAL: Folloze has launched a Personalized Marketing Platform for ABM programs that uses machine learning technology to deliver personalized experiences throughout the customer lifecycle. Why we care: Here’s that word again: personalization. Get used to it, because it is as buzzy as it gets right now. What’s interesting here is B2B marketers are also finding that their customers expect the same personalization tactics used in B2C marketing campaigns, so having access to a platform that can provide personalized experiences across ABM touchpoints helps. Source: FollozeVIDEO MAKES THE (CX) WORLD GO ROUND. It looks like video collaboration and meeting solution provider Lifesize has taken over Serenova, a contact-center-as-a-service (CCaaS) platform with the financial backing of from Marlin Equity Partn…

How to improve your SEO after Google’s spot-zero-termination

It was January 22 when Google announced changes to the world of search engine optimization. The so-called “spot zero” in the featured snippets of search engine results pages (SERPs) stopped.In other words, the URL of the featured snippet appears a single time in the SERP instead of serving with the snippet and its base position lower in the result.The change is already having a significant impact on the number of clicks that featured snippets receive.Digital marketing agency, 97th Floor conducted a study looking at almost 3000 high-volume SERPs that were affected by the spot-zero termination.They’ve written a whitepaper to share practical tips on how to prioritize your SEO needs after Google’s update, and have also provided a free STAR (Situation, Task, Action, Results) reporting template to help you strategize.Here is how to get started.Content produced in collaboration with97th Floor.1. Highlight the date of the change in your analytics platformThe first step is to make sure that yo…

Nine site audit issues we always see and tips to tackle them

After carrying out thousands of site audit activities across varying industries and site sizes, there are some stand out issues that are repeated over and over again.Certain CMS platforms have their downfalls and cause the same technical issues repeatedly but most of the time these issues are caused by the sites being managed by multiple people, knowledge gaps, and simply the factor of time.We tend to use two crawlers at Zazzle Media which will be mentioned throughout this post. The first being Screaming Frog, which we make use of when we need raw exports or need to be very specific with what we are crawling. The second being Sitebulb, which is much more of a site audit tool, rather than a crawler. We tend to make use of Sitebulb more due to being able to manage projects and the overall progress a site is making.So let’s get started, with the issues we see time and time again.1. Broken internal linksOne of the more simple issues, but something that can be missed, if you aren’t looking…

Improve email deliverability and opens by 10% or more AND protect your brand

Email is the most common method to communicate with your prospects and customers. Active email accounts are expected to exceed four billion in 2020 and 99% of users check their email every day. Email also offers one of the highest returns for marketers, producing $42 for every $1 spent.But email is also highly prone to spoofing and cyberattacks. These attacks do significant damage to your company’s reputation – causing people to lose faith in the brand you’ve spent considerable time, effort, and money to build.It’s time to take control of your email! Join our email experts as they show you how to protect your brand and significantly increase deliverability and open rates at the same time. You’ll learn:The data behind email marketing and phishing attacksWhat is BIMI, and how it can helpHow to improve deliverability and opens by 10% or moreDon’t miss this webinar! Register today for “Got Email? Get Brand Protection and Higher Open Rates,” presented by Valimail.The post Improve email del…

Vox Media’s new ad network connects advertisers to local media audiences

Vox Media has launched Concert Local, an advertising solution designed to help brands scale regional messaging by connecting them with publishers and smaller media brands at the local level.A new addition to Vox’s ad suite. Concert Local is an extension of Concert, Vox Media’s programmatic ad platform that launched in 2016. Advertisers using Concert can buy ads across Vox-owned properties (including The Verge, SB Nation, Eater, and Curbed) and other syndicated outlets using Vox’s first-party audience data and “brand safe” approach.Connecting advertisers to local media. As part of Concert, Concert Local uses the ad platform’s Athena ad unit – a creative canvas that publishers can easily integrate for “non-disruptive” ad experiences. The platform offers access to traditional inventory such as banners, high-impact display units and video at the local level.  Why we care. Concert Local is especially suited to small- and medium-sized advertisers looking to scale their messages locally. For…

Don’t misinterpret the data: Evidence-based advertising needs experience-based context

“That sounds like a great idea, but what does the data tell us?” In recent years, the principle of evidence-based advertising has taken hold of the industry, bringing the tension between advertising as a science and an art to the foreground. For some, like Professor of Marketing Science Byron Sharp, the answer is clear: in the world of Big Data, evidence must take precedence over conventional wisdom. But what exactly is evidence, and how is it best used?Broadly speaking, evidence is information that provides a foundation for some belief. As such, raw data can certainly be used as evidence, but so can intuition. After all, I don’t need to consult a spreadsheet to be confident that the sun will rise each morning; my belief is founded on years of experience stored in a mental “database.” Advertising is no different.This is not to say that hard numbers are gratuitous, or that industry expertise holds all the answers. We must recognize, however, that there are different kinds of evidence, …