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Showing posts from March 25, 2020
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How B2B companies can be proactive about managing paid media during COVID-19

Throw away those 2020 forecasts and best practices; the COVID-19 outbreak has changed the game. As marketers, we’re used to being flexible and moving quickly. Now, more than ever, we’ll need to be ready to shift strategies.B2B businesses have some unique challenges in dealing with the effects of COVID-19. Here are tips on how to navigate this changing landscape to make sure that your brand continues to deliver value to your customers while building a pipeline for the future.Set up dashboardsWhat’s the best way to tell if performance is dipping? After all, not all verticals are being impacted the same, and even within verticals, the trends can vary dramatically by company. There are a few ways to look at this: brand search volume reflecting demand changes (if typically steady), conversion rate changes, year-over-year trends. You can set up dashboards in Search Ads 360 and Google Data Studio to monitor performance.For global brands, examine trends at a country level. Some B2B brands we …

Soapbox: Rethinking SaaS product access for SMBs during the COVID-19 crisis

The way of life and business was already changing with the introduction of 5G and will continue to change in the coming weeks and months during the COVID-19 crisis. One thing is certain for the technologies and services that support SMBs and franchises – now is the time to step up your game versus battening down the hatches. With social distancing and even stay-at-home alerts now a mandated necessity in almost every state, SMBs that rely on local commerce to stay afloat now more than ever require technologies that can help push out their goods and services as well as communicate with their customers. This requires a rethinking of how the production and delivery of high-value products and services are offered.For SaaS technology and service providers supporting the local business community, this is the time to think about how SMBs can trial, access and use your products quicker and more efficiently. As an example, pre-pandemic, a software company may have offered a 30-day trial to allo…

How MOPs teams are staying agile as remote work becomes the norm

When the agile movement first began, one of the founding principles was ‘face-to-face’ communication, according to Stacey Ackerman, an agile expert and founder of Agilify, an agile training and services company.“There were some agilists who said if people aren’t co-located, their not agile,” said Ackerman, “In 2020, almost every company I’ve worked with has had to adapt to remote collaboration, whether it’s everyone on the team, or part of the team.”Many companies were already on the remote work bandwagon long before the coronavirus outbreak. Now that remote work is not just an option, but a mandatory policy for many, some MOPs teams are having to learn on the fly how to keep their agile practices in place while the team works from home.Priority #1: Keep lines of communication open“Communication always has to be open with a remote team,” said McGraw-Hill Marketing Operations Manager Chelsea Kiko, who has managed both fully remote teams and teams that have been split with some employee…

MarTech Minute: Quick and dirty virtual events, stack upgrading during a crisis

TAKEOVER. Cognizant this week said it plans to buy Lev, an Indianapolis-based consultant that is focused on Salesforce Marketing Cloud training. Why we care. The intricacies of major stack pillars like Salesforce can make or break your department. Consultants aren’t new, but takeovers like this by major firms just reiterate the demand. Source: CognizantSTEP BY STEP. Awards platform vendor Openwater has published a video that walks those of us who are scrambling to pull together quick virtual replacements for live events. The guide is based heavily on using Zoom as a meeting platform, but it is fairly comprehensive and walks folks through organizing and executing a virtual event. Why we care. We recently looked at the explosion in demand for virtual events platforms, but the model highlighted here shows how you can quickly get one done if you don’t have time to evaluate a more robust platform. Source: OpenwaterWHO CAN THINK OF MARTECH AT A TIME LIKE THIS? Can you imagine trying to comp…

What is speakable schema markup and how does it impact the future of SEO?

Google’s recent release of a new markup specification,the speakable schema,brings the digital technology to another leap. The term speakable currently points to the ability of Google Assistant and News to provide internet users with excellent results that fit their needs.The new schema SEO is useful when asking for specific topics and news related to a particular brand or happening. The returned results are then read back by Google Assistant with speakable texts.Google’s new feature is currently intended to provide users with a summary of a story’s key points but has a later possibility for expansion.Available documentations from schema.org  points out to the text to speech conversion of a news article and available online documentation supporting the new feature.What is Google’s new speakable schema markup?Current technology is heading towards speakable-friendly smartphones and gadgets supporting voice searches. Google’s speakable schema markup tool allows businesses to indicate cont…

Track Coronavirus (COVID-19) Cases in India with Google Sheets

The Government of India website has a live dashboard that provides, in near real-time, the number of Coronavirus (COVID-19) cases in various states of India. This is the best resource to get updates around active COVID-19 cases in India.COVID-19 Tracker for IndiaThe official website provides the current data but if you were to check how the number of confirmed cases increased in India over time, there’s no historic data available. That’s one reason I built the COVID-19 Tracker with Google Sheets.The tracker scrapes data from the official website every few minutes and uses Sparklines to help you visualize how the coronavirus outbreak is spreading in India over time. The Government has been actively publishing reports since March 10 and all the data can also be accessed through the Google Sheet.COVID-19 Sheets Tracker COVID-19 JSON APIIf you are a developer, I’ve also published the data as a JSON API that will provide you the latest state-wise data of COVID-19 cases as available on the M…

Google intros open testing ads, new asset reporting and more for App campaigns

With GDC, the annual game developers conference, postponed due to the coronavirus outbreak, Google announced its annual slate of feature updates for game marketers in a blog post on Monday. Here’s the rundown of Google’s ads-related announcements for game marketers.Open testing ads. More than half of installs come within the first 8 weeks of a new app’s release, according to internal Google data. To help developers bring in more beta testers to try apps before they’re released, Google is launching open testing ads in Google Ads App campaigns. The ads can be used to attract users “to test things like app stability, user retention, monetization and effectiveness of ad creatives.”Google says Chinese developer NetEase trialed open testing ads to bring in more beta testers to optimize for in-app purchasing when it launched its Dawn of Isles game.App campaign asset reporting. Four new updates are rolling out for asset reporting.Google only rates assets against those with the same source and…

Get past the hype and into the nitty-gritty of SEO platforms for enterprises

Search for “tools for SEO” and, among the results, you’ll find “29 best free tools,” “the top [number goes here] SEO tools you should be using,” and many many more headlines following this formula.But if you’re serious about Search Engine Optimization, managing a large enterprise program for a brand, for example, you may be looking for something more substantial to guide your tool evaluation process. We’ve spent the last few months on a resource that I know you’ll find really useful.Compiled with advice from Eric Enge of Perficient Digital and enterprise SEO consultant (and SEL in-house advisor) Jessica Bowman, this just-launched downloadable guide — Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More — looks at the trends SEOs and vendors are adapting to. It also features in-depth profiles of 20 different companies and the software they offer, including a discussion of up-and-coming functionality that distinguishes the innovators in the space.Download the rep…

Summer Olympics postponement further shakes 2020 ad spending expectations

Sporting events were supposed to be a key driver of advertising spend growth this year. Instead, the coronavirus crisis has led to widespread cancellations, the latest being Tuesday’s announcement that the 2020 Summer Olympics will not take place as planned in June. The question is whether these ad dollars will be redistributed elsewhere or simply vanish.Last week, eMarketer lowered its projections for global media spend this year by nearly 3%. That revision assumed that the Summer Olympics would still take place as planned in June.WARC had earlier advised that the cancellation or postponement of UEFA Euro 2020 soccer tournament and the Olympics and Paralympics would affect traditional media most heavily (NBCUniversal had sold a record $1.25 billion in national advertising around the Olympics by early March, according to Ad Age.), but “will also impact online publishers and BVOD platforms.”Video streaming quality. Another unknown factor is whether the downgrading of video streaming qu…

Nielsen Annual Marketing Report: Learn how marketers’ trust in digital drives spend, despite challenges

Marketing is undergoing a transformation. Digital now captures more than half of all advertising spending in the U.S.But how do marketers perceive the effectiveness of all the new channels at their disposal? Are those insights driven by measurement data they can trust? How does perception versus reality ultimately influence budget decisions?Nielsen surveyed over 350 marketers around the globe to get answers and found that enthusiasm for digital was tempered by severe data quality issues and measurement challenges. Digital has made the customer journey more complex. With new metrics, platforms and tools, measuring that journey is even more difficult.Visit Digital Marketing Depot to download the “Nielsen Annual Marketing Report: The Age of Dissonance – Marketer’s Trust in Digital Drives Spend Despite Challenges.”

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What a developer community can tell you about martech

When you’re seeking to adopt a new component of your martech stack, it makes sense to take an in-depth look at the tool’s functionality and interface. You might also ask questions about the vendor’s roadmap — what its developers plan to add to the platform or tool in the coming months.What you might not think to look at is the developer community surrounding a particular tool. The members of this group aren’t employed by the vendor but, for whatever reason — their own utility, their company’s agenda, etc. — they’ve developed add-ons or integrations that enhance the overall functionality of the software.Software vendors can foster a developer community by clearly documenting their API, by releasing an SDK, by providing support and by testing, curating and showcasing these add-ons and integrations in an app store or extension directory or something similar.The subject arose when Intelliphi principal Anand Thaker and I were discussing the characteristics that help prospective users diffe…