Advanced/ Condensed...Six classes of marketing technology seemed to logically fit together into a semblance of meaningful structure:-- > Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.-- > Infrastructure such as databases, big data management, cloud computing, and software development tools.-- > Marketing Backbone Platforms such as CRM, marketing automation, WCM, and e-commerce engines.-- > Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.-- > Marketing Experiences — more specialized technologies that directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, etc.-- > Marketing Apps — the “front-office” of modern marketing.-- > Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management. Here’s the highlight reel of what [the author] found most interesting while working on this:1. Marketing Backbone Platforms and Marketing Middleware. Platforms are software that every marketer needs — a CRM, a core web content/experience system, and at least basic marketing automation (i.e., campaigns and customer journey management). Middleware is the “software glue” that makes it even easier for multiple, different products to work together. Combined, these platforms and marketing middleware make it increasingly manageable to orchestrate diverse marketing software products into a cohesive stack. Each business will be better able to tailor a marketing technology portfolio that best serves their mission. 2. The Emergence of the Marketing Apps Category. I believe there’s a new category of marketing software that’s emerging for marketing apps. These products let marketers produce interactive experiences, rather than static content, to engage their audience. 3. Consolidation and Diversification in Marketing Automation. The second largest category of products in this landscape is marketing automation/integrated marketing platforms, with 51 different vendors. Many of these are new ventures or expansions of vendors from other categories (especially email marketing). And there are undoubtedly more that I inadvertently overlooked (my apologies). It’s a big category. 4. “Ad Tech” in the Minority in the Marketing Technology Landscape. There’s still no denying that the vast majority of marketing technology innovation is happening outside the context of advertising. This is indicative of — and directly enabling — the seismic shift of marketing away from advertising to experience-driven marketing.5. A Rich Collection of Agile Marketing Tools. Finally, I’m excited by the wonderful set of agile management tools that are available today. Granted, most of these were not designed specifically with marketing in mind. But the ones I selected here can work beautifully in supporting agile marketing. More generally, the growth and innovation with these products speaks to the increasing traction that agile and lean management philosophies are gaining across more and more organizations. ___________________________________► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
On April 3, the New York Times reported that LinkedIn is one of many competitors vying for a piece of Google’s search traffic.With over 5.7 billion professionally oriented searches performed on the site last year, LinkedIn has made continued efforts to improve the search experience, adding new features like auto-complete, suggested searches, automated alerts and a smarter query intent algorithm.
Content marketing on LinkedIn puts you and your business in front of the people you want to see it. Just like with Google, there is a renewed focus on content at LinkedIn as the company strives to compete with other social networks.A great example of this is LinkedIn’s recent acquisition and integration of SlideShare, a service used for uploading and sharing presentations.
Add to this the launch of new products like LinkedIn Today, LinkedIn Influencers (where a hand-picked crew of 200 celebrity professionals present exclusive content), and Sponsored Updates (allowing brands to promote whitepapers and branded content), and marketers have a powerful platform that combines search and social and connects content with influencers.
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Want your website to look great on smartphones, tablets, PCs and even TVs? Learn how to go fully responsive.
The Web and the mobile browsers remain one of the top ways that users interact with websites and if they have trouble on their smartphone, there is a good chance they are not coming back.
That’s where responsive design can help.
Responsive design is a concept where you build your website once and then format it so it can adapt to any screen size that accesses it. Designers use HTML5 and CSS to build the sites and set parameters so the content will resize itself whether the user is in vertical or horizontal viewing mode, on a tablet, desktop or smartphone or even a screen as large as a television...
"SEO and use of Social Media are essential to success. On their own, they’re only a piece of the puzzle, and only doing one may not produce the results you want".
SEO, or search engine optimization, is a form of marketing through which a company’s website, or piece of content on a website, reaches a higher ranking on search engines to maximize visibility to consumers thereby creating a higher probability of traffic, which can later translate to sales and/or interaction depending on your business goals.
This is accomplished through creation of “do follow” links within a number of different arenas. While there’s more to making a web-based company successful than just good SEO, it is a very important part of getting clicks and page views.
I’m an infrequent runner. Sometimes I’ll run if I have to chase down a paper that blew out of my hand. Or to chase down Shadow when he gets away from me. Or perhaps I’m late to get somewhere, so I’ll do this kinda run/kinda fast walk thing. But I call it running. It makes me feel more…athletic.
But, no. I’m not a runner. At all. I’ve tried, and I can’t get into it. Sure, I’d be better off in some ways if I ran. But I also know I would pay for it in the knees.
Five years ago, SEO was all the buzz. Today, it has shifted to "content marketing," which aims to create stories humans want to read and engage with. - The above chart is a good summary of this trend.
Via Guillaume Decugis
Marco Fabiani's insight:
How do you feel about content marketing strategies?
If your business has an online presence, then Google+ is impacting your revenue. Love it or hate it, interacting with Google+ is an important piece of an online marketing strategy. As the second largest social platform (behind Facebook), it is important to integrate Google+ into your regular social marketing activity. For those new to the platform, here are some quick tips and best practices to get you started.
Via Lauren Moss
“Marketing Strategy - Increasing conversion rates is a top digital priority for 47% of marketers in 2014, according to a recent report by ExactTarget.” ___________________________________► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
With social media ad revenues expected to grow to $11 billion dollars by the year 2017, social advertising has become a huge topic of interest amongst marketers. In fact, Facebook alone is expected to make close to $1 billion from its mobile ad revenue in 2013, according to the latest estimates.Social media is fast becoming a bigger part of the ad buying efforts of brands and agencies across the globe, and for good reason. As Salesforce Marketing Cloud VP Peter Goodman notes, “Social ads reach the audience in which you’ve invested a lot of money and time into nurturing. You can see which audiences are engaging the most, so you can ensure that your ads are being bought correctly and you’re actually growing your fan base based on true data.”
Via Lauren Moss
Do you know the history of social media? Think we'll remember Facebook in 20 years? This detailed timeline is a must-see.
Social media began decades before the Facebook era. It started, more or less, with CompuServe and Arpanet back in 1969. A couple years later, the first-ever email was sent.
It has evolved over the past few decades into a powerful tool, as seen in this social media history timeline. With so much that’s happened over the past few decades, we can only guess what’s coming next for social media.
Here are 9 tips you need to create a thriving Facebook community and improve your Facebook marketing.
Excerpted from article:
" #1: Know Your Voice. Branding is important on social media. Your company should have a “voice” that matches your brand and your company philosophy. If you are a one-person operation, these decisions may be easy. But if you have multiple employees and possibly multiple people posting to the Facebook Page, you want to have the “voice of the company” communicated clearly to the people who will be managing your Facebook Page.
#2: Have Access to Visuals. Even if your business isn’t visual, make a plan for how you will add images to your posts. You can use things like: - A screenshot of something you’re demonstrating - An interesting photo with a quote about your niche - An infographic with statistics about your niche - Behind-the-scenes photos from your company events.
#3: Know the Rules. As a community manager, make sure you know Facebook’s policies. Pages can be shut down without warning for violating these policies. Usually it’s very difficult to get your Page restored.
#4: Know the Industry. If you are managing a Page for someone else, you need to know the industry so you can speak the lingo.
#5: Recognize Members. A community manager needs to recognize contributors and members and get to know them. If you have a physical location, you can take pictures of your community members and recognize them on your Facebook Page.
#6: Answer Questions Quickly. Promptly respond to posts or questions on your Page to create strong bonds with your community. Even if you don’t know the answer, let them know that you will get back to them. Or point them to a useful resource is another good option.
#7: Stay on Top of Changes. Facebook changes a lot! There are changes to their official policies and in how things are working at any given moment. Make sure you keep track of Facebook’s official changes by following the Newsroom and the Facebook Marketing Page.
#8: Respond Calmly to Negative Posts. If you get some angry posts for whatever reason on your Page, think before you fire off an angry response. Respond quickly (even if it’s to say we’ll get back to you), but don’t respond in the heat of the moment when you might feel like “telling them off.”
#9: Have Fun. Find some ways to have fun with your community. Have a Facebook “live Q&A chat” time, do a Livestream or even (gasp) go over to a Google+ Hangout..."
I gave this talk at TechWeek L.A. (where else on such a topic?) last week as I felt the new social media evolutions, particularly the rise of the interest graph, are making things move quickly on that subject.
Why do we remember famous people in history? How? How about today's celebrities? And how are the Internet and the Social Web changing that now?
A look at the fame creation process tells us it is indissociable from the media creation process, which has been deeply impacted by new information technology. The Andy Warhol prediction is probably no longer valid and we need to rethink fame in the context of a distributed Internet network which more and more becomes topic-centric and no longer people-centric.