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Showing posts from March 23, 2020
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Video marketing: The ultimate guide (You’ll only need this)

Video is not only a content type anymore, but it has also become a culture. Before that, theater movies and TV had driven the culture, and the only thing that has changed over the past few years is the platform.Culture is what drives the marketing around it, and 83% of marketers believe that video is becoming increasingly important; a clear indication of more brands using them as a part of their marketing strategies. It can be clearly seen how important video has become for every platform and marketing channel.And, if you’re not creating videos for marketing campaigns, then you will be left behind this decade.According to Cisco, 82% of internet traffic will be through videos by 2022. And according to TechCrunch, people watch 1 billion hours of YouTube video per day (That’s more than Netflix and Facebook video combined). In our digital times, everyone is capable of publishing videos and everyone is publishing videos; all you need is a good camera and an internet connection. This cultur…

Here’s what the role of a martech orchestrator looks like

When Scott Brinker explored the evolving categorization of martech roles I was glad to see it as I’ve seen some confusion in the field about our work. How can we more precisely communicate what we do?Despite the growth of the martech sector over the last decade, “marketing technology” is still sometimes vague when it comes to job titles and descriptions. For instance, my current job title is Marketing Technology Manager, but it seems like an imperfect fit as there are a wide variety of skills and duties associated with the specialty.In my case, I best fit in the maestro quadrant of Brinker’s archetypes as an orchestrator because my job is to manage our martech stack. Thus, I focus more internally and on processes. However, a lot of “marketing technology” and “marketing operations” jobs are more focused on analytics and marketing automation. Therefore, it is not inconceivable that people with the same job title at different organizations can have vastly different responsibilities. That…

Soapbox: Does COVID-19 change everything?

If you thought we lived in a chaotic, endlessly shifting before Coronavirus, brace yourself. You may want to hide. Every fiber in my being wants to lay down and watch Netflix all day. The disruption we are facing is overwhelming, and how we navigate matters.I’m seeing a lot of people post on social media about how COVID-19 changes everything. I know I’m not alone wondering what will be left with when the virus finally subsides. Will life return to what it was? Will everything be normal again? Will my retirement fund bounce back? I wish I knew.But what if those are the wrong questions to be asking right now? After all, wasn’t business already moving at lightning speed? What happened to AI and blockchain upending and disrupting everything from healthcare to advertising? Ah yes, those were simpler times.In order to orient myself, I’ve asked a lot of smart people to help me answer this question. However, the answer I’m getting most often is: “I can’t think about that right now.”I don’t bl…

4 marketing lessons from retailers who are mastering the customer experience

I don’t need to go into detail on how fierce competition is for digital marketers in the retail space. They are constantly determining how to outmaneuver other retailers and better engage shoppers.Simply spending more to box out competitors is not the long-term answer – nor is it viable for most retail businesses. The solution is to simultaneously invest in more personalized marketing approaches as well as the customer experience. That’s because investing in the customer experience cycles back into propelling the effectiveness of your marketing and advertising efforts.A renewed focus on the customer experience is what will define successful retailers moving forward. Here’s a look at four retailers excelling in key areas of the customer experience, and the marketing lessons to learn from each of their approaches.UltaExcelling in: Loyalty programsLoyalty programs have become so commonplace that many retail marketers treat them like a checkbox without thoughtful execution and continued o…

How to Import MailChimp Subscribers to Google Sheets

The Gmail Mail Merge addon can now import the email addresses of subscribers from your MailChimp mailing lists into Google Sheets. If you wish to send emails to your subscribers directly from Gmail, instead of using MailChimp mail servers, this is the way to go.As a developer, you can use Google Apps Script to import subscriber lists, HTML campaigns, performance reports and any other data from MailChimp to Google Sheets for analysis. You can use the MailChimp OAuth2 library but in this example, we’ll use the developer key directly to connect to MailChimp.Get the MailChimp Developer KeyIn your Mailchimp account, navigate to the Account page. In the drop-down menu, select Extras, and then API keys. Click Create A Key and make a note of it.Google Apps Script - Get MailChimp AudiencesconstMAILCHIMP_API_KEY='<<API_KEY_HERE>>';// MailChimp API key includes the data center id// that your MailChimp account is associated withconstmakeHttpRequest=(endpoint, params ={})=>{…

Social shorts: Automated content reviews temporarily in place for YouTube, Twitter; Instagram tests ads on IGTV

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter.Click here to subscribeand get more news like this delivered to your inbox every morning.Snapchat’s Here For YouSnapchat fast-tracks new app feature in light of coronavirus. In February, Snapchat originally announced the upcoming launch of Here For You, a new dashboard in the app that shows resources related to mental health – including anxiety, depression, stress, suicidal thoughts, grief, and bullying. The plan was to roll out Here For You in early April, but given the current pandemic climate, Snapchat fast-tracked the release and launched the new feature on March 19.  Snapchat said it will be adding a dedicated ‘coronavirus’ section to Here For You to provide Snapchatters with access to information from credible sources, like the Ad Council, World Health Organization, the CDC, Crisis Text Line, NHS and other partners creating cont…