Jack Dorsey, co-founder and CEO of Square, spoke to a student audience at the Stanford Graduate School of Business through the View From The Top series. Dorsey shared his story and how he came up with the ideas for Twitter (which he created and co-founded) and Square and offered some advice to the entrepreneurs and business students in the auditorium.
With today’s devices, it’s easy to enhance the reading experience--to bake in all sorts of multimedia and give readers tools for sharing and saving and annotating on the fly. What’s hard is doing it all while maintaining the fundamental simplicity and usability of paper. But perhaps the way forward isn’t to make devices that are more like pulp; maybe we could make paper behave more like our high-tech devices.
That’s the idea behind this new concept from Fujitsu, a simple system that uses image processing to bring printed materials into the digital world. As detailed in this clip by DigInfo, the rig is as simple as it is clever. Using nothing more than a run-of-the-mill webcam, a commercial projector, and some smart software, it lets readers scan images and digitize text with their fingertips, essentially overlaying touch-screen functionality onto any printed page.
Do you ever wonder what tactics, tools and strategies other social media marketers are using? Regardless of how long you’ve been involved in social media, chances are you have some questions that you’d like answered.
Whether it's writing something brilliant or figuring out how to solve a problem, most of us need to do at least a little bit of creative thinking every day. And, let's face it, some days it goes be (RT @freelancersu: Feeling stuck?
Here are The Marketing Automation Alert's best marketing automation-related articles curated today, Friday, 4/19/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, according to the results of a survey developed and fielded by Crain's BtoB magazine and business audience marketing company Bizo.
Moreover, the sales cycle has lengthened for the plurality of B2B companies (43%), increasing pressure on Marketing to boost brand awareness to help deliver leads and effectively nurture them through a prolonged buying process, the study found.
Among the study's key findings:
Only 40% of respondents say their online marketing mix is meeting the needs of the sales pipeline.One-third of respondents report their biggest online marketing challenge is accurately measuring and attributing online conversions to the correct marketing channels.Fully 79% say that differentiating on brand is a priority for their organization.
With all the marketing technology available in the market, it just seems like the same sad song. Look: at the end of the day, it's about sales and marketing collaborating. At times, even marketing automation is a line of demarc, not a bridge. Work with Sales and identify the right tactics to bring prospects along the sales cycle.
You need to feel comfortable with benchmarks and organizational progress. Read this blog for 4 simple considerations to get better results from your email programs.
Here are four considerations to get better results from your email programs.
1. Use a technology that makes it easy to measure and visualize data
2. Make sure testing is part of your DNA
3. Make decisions and modifications based on the data
4. Re-examine urban myth data – know what works for your industry and business
Four basic post-campaign steps you need to take so that you can continually improve upon your ongoing outbound marketing efforts. We're especially supportive of #4: a few scoops ago, we presented you with broad industry CTRs, and we caution you to use industry data just as a point of comparison and nothing more. It's about your data and your performance.
Twitter has unveiled a keyword targeting system to give marketers the ability to target users based on the words they tweet.
The system allows for marketers to pinpoint users based on the context of the words they send out through their account. Commentators say the feature is a boon because of Twitter's ability to reach consumers in real time.
"This is an important new capability - especially for those advertisers looking for signals of intent - because it lets marketers reach users at the right moment, in the right context," wrote Twitter Product Manager of Revenue Nipoon Malhotra in a blog post.
We scooped this yesterday, and we encourage you to seriously investigate this new inbound marketing tactic.
Marketing automation is quite the buzz phrase these days. We frequently receive calls from companies that “need marketing automation,” but may not really know what that means, or truly entails.
Here are the top two ways to keep your marketing automation simple:
1. Don’t over-segment your audience: For each segment, you need to build separate offers, calls-to-action and landing pages — not to mention email campaigns, which are a completely other beast. If you create too many different segments you’ll just end up spinning your wheels trying to customize each campaign, rather than building sufficient, compelling content for larger customer segments.
2. Keep your exclusions simple: Once you’ve taken care of the most obvious and basic exclusions, don’t out think yourself! You can spend hours trying to ensure that nobody receives the same emails twice, or you can only exclude them from receiving it if they move onto the next stage (customer, active prospect, etc.) and not worry about the minutia.
And a few times we've been guilty of this! You can easily go crazy segmenting and excluding, but before you know it, the ramifications of these actions have geometrically made your job of marketing automation management far more difficult. Take it slow, especially in the beginning, and remember the Law of Diminishing Returns.
Last year, research firm ITSMA surveyed the budgets of major B2B companies. The results surprised a lot of people. The single largest budget item -- representing 16% of average spend -- was collateral. That is, companies were spending more on creating and distributing presentations, data sheets, proposals, and other content than any other category of marketing investment.
One major shift in B2B go-to-market approaches connects to the inside sales shift, around how marketing delivers content to prospects. This content must be managed so that materials that resonate are reused in sales campaigns, or extended through additional content.
Another significant change connects to how marketing interacts with prospects. Increasingly, marketing automation tools have arisen to support the delivery of targeted messages. That could be via email, social, Web sites, and other avenues. Many of these automated outreaches have calls-to-action driven by content marketing and associated collateral. For instance, the deliverable might be a white paper, so collateral investment must be viewed in the context of the digital marketing strategy.
We look at this and conclude collateral = content. Now it may be company-centric content, but a form of content nevertheless. So if you believe collateral = content, then you want to leverage this content as you would any content: over a variety of distribution channels. Regardless: as a B2B marketer, it is vitally important to support sales with that which they need to succeed.
Email marketing automation provider Silverpop released its 2013 Email Marketing Metrics Benchmark study, analyzing key metrics of fourteen different industries in the U.S. and Canada, as well as countries in Europe, the Middle East, Africa and Asia Pacific. When evaluating open rates, CTRs, CTORs and list churn statistics, the top performing vertical industries included education, computer hardware, telecom and electronics, and retail.
The data is broad, and may not be representative, but scooped for you so that you can at least get an idea as to how you compare. Click through for more data, e.g., open rates x vertical.
Big data is all the ragebut instead marketers should be thinking about big content.
Big data doesn’t appear spontaneously. Consumers engage and interact digitally with content, and marketers track and collect and make sense of those activities. Big data isn’t just a function of better data-tracking technology; it simply wouldn’t exist without the ever-expanding catalyst that is big content. Insights from big data should be helping brands create more, better big content.
Let’s define big content in marketing terms. Basically, marketing content refers to any artifact with which a consumer interacts that relates to a brand. Content gets “big” via its amplification, iteration and dissemination across multiple channels, devices and platforms. When content “jumps the tracks” and is no longer controlled solely by the brand, but can be summoned and even manipulated on demand by consumers themselves, then it’s “big."
The digital era has made big content possible by expanding the footprint of branded content from broadcast and print formats to web formats such as, online CRM, display ads, social-media posts, pins and tweets, custom publishing, SEM, mobile apps and SMS messages.
Second time we've see the term "Big Content," and when reading this post/article, you can understand why. We don't think there's any action item coming out of the Big Content discussion for the B2B marketer, but scooped as an FYI.
The Art and Science of Data-Driven Marketing - Gartner
From blogs.gartner.com - Today, 8:10 AM
The selection of tools available to the data-driven marketer is already nothing short of amazing. You can tell which campaigns are attracting your audience, how people behave, create micro-segments and target an individual based on context. But, what good is all of this if you don’t know what will persuade your users to take action, or are unwilling to expose creative ideas to the transparency of an A/B test?
Analytics tell you what is working and are pretty good at predicting what will work, but someone has to think up the possibilities in the first place. New ideas takes creativity and analytics can help people that are creative do things better. The best work gets done within the intersection of art and science. Organizations that figure this out first have a marketing advantage over those that come around more slowly.
What a great sentence: "New ideas takes creativity and analytics can help people that are creative do things better." We'll take it one step further: we need to creatively use the analytics to move the company forward, be it product development, positioning, communication, and so forth.
"Data is the new natural resource. What steam and oil did during the industrial revolution data is doing for us now. Today, we are competing on a whole different scale and the company that is able to collect the most relevant data will win. IBM CEO, Ginny Rometty, was recently quoted as saying that “Data will be the death of the average."
The solution is to adjust your website experience by integrating personalized and dynamic content. Essentially, this is a strategy in which the website content is dynamic enough to recognize the visitor and present them with content they are most interested in obtaining. Take for instance a website of an accounting business. This accounting business offers many different types of professional accounting services to companies. But when a website visitor searches for “small business tax accountants” and arrives at their company website then the website will dynamically show content front and center that promotes their small business tax services. Another visitor may search on “company evaluations” and again arrive at this company site. But now, the content changes to a call-to-action to a downloadable whitepaper on the topic of company evaluations.
Here's what the B2B marketer needs: dynamic CMS integrated with marketing automation and CRM, with a predictive engine built in. With that, your web site is continually unique. We also want a fleet of Porsches.
As demand for Big Data technology and services continues to escalate, all levels of the Big Data technology stack will experience significant growth. Storage is a critical piece of the infrastructure component, increasing at a compound annual growth rate (CAGR) of 53% between 2011 and 2016. International Data Corporation (IDC) has just published two in-depth studies – Storage for Big Data: Insight Into Usage Patterns (IDC #240372) and Influencers in Deployment of Storage for Big Data (IDC #240451) – built on findings from its first-ever survey on storage infrastructure for Big Data and analytics (BD&A).
This IDC study examines some of the qualitative and "behind the scenes" challenges faced by businesses with their Big Data infrastructure — either during or after deployment. Businesses will continue to struggle with what data to analyze, how to store data before and after it is analyzed, and how to feed the results of data analysis back into the business.
IT was by far the greatest influencer of data analytics infrastructure. Operations was a distant second.
We're scooping this to highlight two points: (1) the growth of storage for Big Data, and (2) who owns the infrastructure. As we have often said, B2B Big Data is not nearly the size of consumer and retail data, however, we'll be there in the not too distant future, as driven by marketing technologies.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.