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Showing posts from March 13, 2020
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MarTech Minute: Hootsuite data comes to Oracle Eloqua, Valassis’ new CTV solution

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.SOCIAL CURRENCY: Social media management platform Hootsuite announced a new integration with Oracle Eloqua, making it possible to sync social data from Hootsuite into Oracle’s marketing automation platform. Why we care: Leveraging social data within your prospecting efforts can be challenging. This integration allows brands to take advantage of their social data by applying it to lead scoring processes within Oracle’s Marketing Cloud platform. Source: HootsuiteWHAT’S GOOD ON TV? Valassis, a consumer engagement martech platform, has launched Valassis CTV, a personalization solution for connected TV advertisers. The offering allows brands to target audiences by interests, in-market signals and location. It also comes with detailed information on completed ads, showing the time of day an ad ran, the type of devic…

Five tips to establish a successful content creation process

In this digital age wherearound 90% of all digital marketers use content marketing, there is no shortage of content that is flowing around, even in niches you probably never heard of.Unfortunately, a big chunk of that content is a spammy mess that exists only to build a link, promote things we do not need, and push an agenda that doesn’t care about facts.Despite all of that, there is always room for more quality content that can put your business on the map. To do that effectively, you need two things – consistency and a strategic approach to content creation.Why should you have a consistent content publishing schedule?If you are pumping out mediocre content on a regular basis to try and “trick” Google into favoring you over other domains, you are probably wasting your time. That’s if you want to listen to Google’s own John Mueller.Now, here’s why this discussion doesn’t really matter. On one side, there is a wholelist of stronger search ranking factorsto focus on. On the other hand, …

Speaking our language: How to pitch marketing operations on new martech

“Our solution offers exponential revenue growth opportunities and our customers say it’s super easy to set-up with most any middleware. You’ll be fully operational within a day.”We know this sounds familiar to those of us on a marketing operations team (MOPs) that’s been tasked with evaluating a martech purchase.“Business lingo might resonate with people making or influencing decisions who are not dealing with technical/operations questions,” said Helen Abramova, a marketing technology lead and 3X Marketo Champion, “However, if you talk directly to the marketing ops people who run the systems and processes, the conversation must change.”What NOT to say when talking to MOPsAbramova and Kelly Jo Horton, principal engineer for the marketing operations and technology team at ROOM, offered the following list of words and phrases that are sure to make any MOPs professional tune out.Drive revenueDeliver on customer experienceImprove return on investmentAdd value or value-added (without expla…

Snapchat debuts Lens Web Builder to create AR campaigns in minutes

Snapchat has announced a new ad product that gives advertisers an easier way to design and distribute AR-based ads. With the new ‘Lens Web Builder,’ you can create AR Lens campaigns directly within Snapchat’s Ads Manager.Simple, fast, and free. Snapchat said the Lens Web Builder was developed with three key values in mind: simplicity, speed, and budget. In addition to being free to use, the tool offers “hundreds” of templated Lens creatives so that users without 3D design experience can create immersive AR ads. Whereas before it might take weeks to build a single AR ad on the platform, the new Lens Web Builder can render your creative in minutes – shortening the lead time between development and campaign launch.Kaitlin McGirl, director of U.S. creative strategy at Snap described the tool as “a major step on our path towards making high-quality AR advertising accessible and impactful for any business, without needing the budget to hire professional designers.”Best for those starting ou…

Coronavirus and e-commerce: It’s complicated

The assumption that Coronavirus, social distancing and staying home will boost e-commerce is widely held among digital marketing experts. However, early findings suggest the reality will be somewhat more complicated.Early evidence of increased online sales. Preliminary data from Quantam Metric show that e-commerce associated with selected “Brick and Mortar retailers … saw an average revenue weekly growth rate increase of 52% and an 8.8% increase in conversion rates” compared to a year ago. The company’s findings are based on more than 5 billion U.S. retailer web and mobile site visits between January 1 and February 29.In Q4 2019, according to U.S. government data, online sales were 11.4% of total retail spending. This year e-commerce is projected to reach 12% or higher, depending on how the virus and its impact on the economy play out.Pressure on e-commerce too. One bullish scenario argues that consumers will shift more and more purchases online as they avoid public places, with Amazo…