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The Do's and Don'ts of Using Vine for Marketing - Hubspot

The Do's and Don'ts of Using Vine for Marketing - Hubspot | The Marketing Technology Alert | Scoop.it
Learn some best practices emerging around Twitter's Vine so you can figure out what works, and what doesn't, for marketing.


Don'ts:

  • Don't Forget to Define the Video's Purpose
  • Don't Squish a Longer Video's Concept Into 6 Seconds
  • Don't Create Videos Meant Just For Private Groups
  • Don't Use It Just ... Cuz [it's there]


Do's

  • Do Give Followers a Sneak Peek
  • Do Humanize Your Brand
  • Do Demonstrate a New Product or Service Feature
  • Do Have Fun With Audio
  • Do Introduce Your Followers to Your Company
iNeoMarketing's insight:

DO TEASE YOUR CONTENT. The article includes a few nice examples to demonstrate the use of Vine. Sidebar: think of using Vine as an animated .gif.


  • See the article at blog.hubspot.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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The New West Side Story: Agencies v. Integrators, and The Top 13 Marketing Technology Articles Curated Wednesday, 4/16/14

The New West Side Story: Agencies v. Integrators, and The Top 13 Marketing Technology Articles Curated Wednesday, 4/16/14 | The Marketing Technology Alert | Scoop.it

The looming battle between agencies, e.g., BBDO, Wunderman, against integrators, e.g., Accenture, Deloitte, is for the hearts and minds of the Fortune 1000. Put on your big boy pants.

 

Who has the leg up? Up to a few years ago, agencies ruled even as databases grew and direct marketing adopted digital techniques. It wasn’t hard, and only required disparate, disconnected tools to accomplish the campaign objectives. Integrators had no role.

 

Enter two factors: Big Data and Marketing Technology. Now you’re in the integrator’s wheelhouse. The science and the expertise are the critical ingredients for the major B2B marketer. Marketing spending on technology is skyrocketing, internal processes are turned upside down, every interaction creates oodles of data. Internal systems need to be meshed with external applications for comprehensive solutions. Who’d your daddy now?

 

So which is it? Can the agency adopt the technical expertise required to continue to maintain its presence? Or does the integrator adopt the right brain expertise to deliver a complete marketing presence and take over the spot? Can the two work together?

 

Sharks vs. Jets.

 

Oh, and by the way: the less-than-Fortune 1000 will be handled by MaaS and Marketing Outsourcing providers…in case you were interested.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchangerhttp://sco.lt/7UJyLp

-- > HootSuite CEO questions proprietary software push in marketing automation boom - The Drumhttp://sco.lt/6bXfIP

-- > Lead Gen: Great results don’t always have to be complicated - Marketing Experimentshttp://sco.lt/88qUDZ

-- > 10 Resources to Improve Your LinkedIn Profile | Social Media Examinerhttp://sco.lt/7tIwqX

-- > Twitter Best Practices for 2014 - infographic - Digital Information Worldhttp://sco.lt/7Zn1eb

-- > Using Predictive Modeling To Boost Conversions - Demand Gen Reporthttp://sco.lt/7wUw3l

-- > [FREE REPORT] 2014 BrightEdge Search Marketer Survey Resultshttp://sco.lt/6Io8i9

-- > Facebook Punishes Those Requesting Likes, Comments, Shares - Search Engine Watchhttp://sco.lt/4hjJAX

-- > 4 Free Tools to Create Infographics #Online Marketer's Tool Kit - GetResponse Bloghttp://sco.lt/6eS3NZ

-- > Whos Using Marketing Automation to Manage Email? - MarketingCharthttp://sco.lt/6U1ILh

-- > Inbound Marketing with Hubspot vs. Without Hubspot [Infographic] - InfographicB2Bhttp://sco.lt/8kwJHd

-- > Big Data: The Secret to Revenue Creation [Infographic] - Profshttp://sco.lt/7s1CfB

-- > Video and The Search for Marketing ROI | Vidyardhttp://sco.lt/91BqTp

 

See ALL Top Curated Marketing Technology Articles here.

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HootSuite CEO questions proprietary software push in marketing automation boom - The Drum | #TheMarketingTechAlert

HootSuite CEO questions proprietary software push in marketing automation boom - The Drum | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Condensed...


In a blog post Ryan Holmes pointed to recent bog ticket acquisitions, such as Salesforce’s $2.5bn swoop on marketing and analytics tool ExactTarget, whilst IBM snapped up customised campaign tool Silverpop for a reported nine figure sum.

 

Ruminating over whether these big budget buys were actually beneficial however Holmes wasn’t so sure, observing: “On the one hand, the appeal of a one-stop solution is obvious. A large enterprise can tap into the Salesforce cloud, for instance, and ostensibly find all the tools needed to handle its digital marketing efforts in one place. But these kind of ‘omnibus’ marketing products can also come with drawbacks.

 

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iNeoMarketing's insight:

He knows better and is not letting on: the monoliths' purchases help drive more offerings to an existing client base, and raise the valuation beyond the purchase price. No one wants to be everything to everyone, but if the purchase < future value, then it's a no-brainer.


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10 Resources to Improve Your LinkedIn Profile | Social Media Examiner | #TheMarketingTechAlert

10 Resources to Improve Your LinkedIn Profile | Social Media Examiner | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
A collection of expert articles to help you make the most of your LinkedIn Profile by refining your headline, summary, work history, endorsements and more.


Basic/ Summarized...


 

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iNeoMarketing's insight:

A bit repetitive, but an excellent list. Click through to the article to read a quick summary of each article, and if interested, click through to read the full article.

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Using Predictive Modeling To Boost Conversions - Demand Gen Report | #TheMarketingTechAlert

Using Predictive Modeling To Boost Conversions - Demand Gen Report | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Digest...


The mindset has to change from looking leads that meet a certain criteria to looking for prospects that match the profile of your most successful customer engagements, Scarbrough said.  An ideal lead may have downloaded a whitepaper or a trial but an ideal customer recently hired a new CIO and is growing. “Get sales to describe the perfect customer to you. Trust the guys who do this every day.”

 

Using Lattice’s predicting lead scoring, CA is now funneling leads to sales that have a 30% to 40% chance of closing.

 

Predictive lead scoring continues to improve as companies make better use of the data they have about their customers and prospects, said Kardon. He explained that most companies have access to a small percentage of the available data about their customers and prospects. “Your purchasing history is just 1% of what Amazon knows about you.”

 

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iNeoMarketing's insight:

Smart solution, weaving together SFDC, Marketo and Lattice into a predictive lead gen machine. Over the remainder of 2014, predictive will dominant the MAS landscape.

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Facebook Update Targets News Feed Spam: Posts 'Explicitly' Asking for Likes, Comments, Shares - Search Engine Watch | #TheMarketingTechAlert

Facebook Update Targets News Feed Spam: Posts 'Explicitly' Asking for Likes, Comments, Shares - Search Engine Watch | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


When brands post to Facebook, it's very common, and almost expected at this point, for them to ask for likes, shares, and comments to promote their products. This is a well-known practice, and it's been going on for years.

 

Now the social network is planning to crack down on these calls to action, calling the practice "like-baiting." Now, if a business or website asks for likes, shares, or comments, it will be much less likely that Facebook will show the post in users' News Feeds.

 

So what should business marketers do in Pages do in order to not get caught up in the new changes?

  • Don't Ask for Likes, Comments, or Shares: Unfortunately this is a habit for many businesses, but doing so will reduce that content's exposure significantly. However, expect to see companies searching for new, creative ways to encourage likes and shares without explicitly asking for them.
  • Don't Repeatedly Share the Same Content: This can be hard for marketers or businesses trying to promote an event. It may require them to create new content, even if they want to promote the same thing, so that it won't be seen as sharing the same content over and over.
  • Don't Use Misleading Links: Ensure links go to exactly the content that marketers and businesses are saying they will. Facebook specifically cites Pages that are sending users to a page full of ads instead of a photo gallery, for instance. So make sure links are not spamming and are accurate.

 

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iNeoMarketing's insight:

This is unbelievable, and a classic example of throwing the baby out with the bathwater. Dumb, dumb, dumb. FB loads gun, shoots foot. We should take bets on when they reverse themselves on this one.

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Whos Using Marketing Automation to Manage Email? - MarketingChart | #TheMarketingTechAlert

Whos Using Marketing Automation to Manage Email? - MarketingChart | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Some 24% of marketers say they don’t use any tools to manage their email campaigns, according to a recently-released Marketo study [download page]. But that figure masks significant differences when sorting by company size, as small companies (0-50 employees) are almost twice as likely (43.5%) to eschew the use of email marketing tools. Among larger companies, by contrast, marketing automation platforms are a popular choice – and use of these tools is linked to greater emailing frequency.


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iNeoMarketing's insight:

It boggles my mind why more 3rd party ESPs are not incorporating a wider array of features into their platform: responders, better DB tools and reporting, landing pages with forms, etc. There's room for low end MAS functionality!

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Big Data: The Secret to Revenue Creation [Infographic] - Profs | #TheMarketingTechAlert

Big Data: The Secret to Revenue Creation [Infographic] - Profs | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

A bit simplified.

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The Marketo Pronouncement, and The Top 10 Marketing Technology Articles Curated Tuesday, 4/15/14

The Marketo Pronouncement, and The Top 10 Marketing Technology Articles Curated Tuesday, 4/15/14 | The Marketing Technology Alert | Scoop.it

At Marketo’s recent conference, they announced their platform strategy, where Marketo will focus on core competencies while opening up its APIs to 3rd party vendors. The announcement was met with open arms, e.g., Scott Brinker called it a “major inflection point.”

 

This is right out of the SFDC AppExchange playbook, and it is a royal pain to play in the AppExchange. From dev to QC to vendor evals…and all the associated costs (including SFDC costs!). So why do AppExchange participants do this, esp. when the SFDC sales team is not pushing your product? Because SFDC has the footprint, and it’s a size 24 shoe.

 

I’ve got to think that the LOE for the 3rd party ISV to participate in the Marketo ecosystem is the same pain. The real question: will it be worth it? After all, Marketo’s shoe size is a 4 relative to SFDC, so you just can’t expect the same ROI.

 

If I’m an ISV, I’m very cautious about this…and MAPs! So I’m very curious if 3rd party ISVs will move toward Marketo, especially since Marketo is integrated with SFDC (why would an ISV on the AppExchange get involved with the Marketo program?).

 

I’m not expecting a huge rush towards Marketo’s exchange, unless there are significant incentives for ISVs.

 

Regardless, Geoffrey Moore continues to loom large over technology.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > As the Hub Turns . . . - Gartner http://sco.lt/9FvJsv

-- > Google+ Marketing Tactics, How to Promote Your Content on Google+ - Social Media Examiner http://sco.lt/6zvV7h

-- > Marketers Data Rich and Knowledge Poor - DM News http://sco.lt/56gLFx

-- > Customer Experience Matrix: Marketo Conference: Small Changes, Big Picture http://sco.lt/55KkO9

-- > Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink http://sco.lt/6Iq2zJ

-- > 4 Things to Measure With Marketing Automation | Lead Views - a B2B Lead Generation Blog http://sco.lt/9HliEL

-- > Connecting Content to ROI Is Critical in 2014, Say 78% of Search Marketers [Survey] - Search Engine Watch http://sco.lt/634lAf

-- > Infographic: The Inbound Call Channel is Huge... and Untapped - Marketing Technology Blog http://sco.lt/6G0Kjh

-- > How to Use GooglePlus for Marketing - infographic - Digital Information World http://sco.lt/4gzv29

-- > Your Guide to Benefiting from Social Media - infographic - Digital Information World http://sco.lt/5xKNmr

 

 

See ALL Top Curated Marketing Technology Articles here.

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Google+ Marketing Tactics, How to Promote Your Content on Google+ - Social Media Examiner | #TheMarketingTechAlert

Google+ Marketing Tactics, How to Promote Your Content on Google+ - Social Media Examiner | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Social Media Marketing Podcast 88, in this episode Lynette Young shares why she got hooked on Google+, and how businesses can use the tools available to succeed.


Basic/ Digest...


[The author] recently discovered a really cool plugin called nRelate. If you have a blog or website with lots of content and you are looking for a way to make sure this content is still seen by new visitors to your site, this is the plugin for you.

 

[The author] installed the plugin on My Kids’ Adventures so that I could experiment with it.

 

When you pull up any particular article on My Kids’ Adventures, and you get to the very end of an article, you’ll see text that says “More fun activities:” and below, four articles pop up. The way it works is that it pulls in the thumbnail or an image from each of the articles and then the related articles.

 

Key takeaways mentioned in this episode:

 

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iNeoMarketing's insight:

A quick list of takeaways from a 45 minute podcast. Good stuff!

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Customer Experience Matrix: Marketo Conference: Small Changes, Big Picture | #TheMarketingTechAlert

Customer Experience Matrix: Marketo Conference: Small Changes, Big Picture | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Excerpt...


The trick to winning these benefits is becoming a platform in the first place. This requires a large customer base, easy access by app developers, enough power to be useful, and a barrier that keeps the monopoly intact. Salesforce.com, Oracle, IBM, Adobe, Microsoft, and other contenders to own “customer experience platforms” all did it the hard way, by first building up a big customer base for their conventional systems and then opening that universe as a platform to app developers.

Every major marketing automation vendor has tried to do the same.  But their customer bases are nowhere near as large, so what’s actually happened in most cases is that app developers have integrated their systems with multiple “platforms”.  One of the more subtle tricks in the platform playbook is to prevent this by making your system different enough from others that it isn't easy to support them as well.  This is usually done by means of a uniquely structured application program interface. But developers won’t put up with this unless a platform offers a big enough audience or other benefits to make it worthwhile. It’s doubtful that Marketo, or any other remaining independent marketing automation vendor, has the market power to do this.

 

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iNeoMarketing's insight:

It is a royal pain to play in the AppExchange. From dev to QC to vendor evals…and all the associated costs (including SFDC costs!). So why do AppExchange participants do this, esp. when the SFDC sales team is not pushing your product? Because SFDC has the footprint, and it’s a size 24 shoe.


I’ve got to think that the LOE for the 3rd party ISV to participate in the Marketo ecosystem is the same pain. The real question: will it be worth it? After all, Marketo’s shoe size is a 4 relative to SFDC, so you just can’t expect the same ROI.


If I’m an ISV, I’m very cautious about this…and others!

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Top 4 Things to Measure With Marketing Automation | Lead Views - a B2B Lead Generation Blog | #TheMarketingTechAlert

Top 4 Things to Measure With Marketing Automation | Lead Views - a B2B Lead Generation Blog | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


Here are four that we highly recommend:

1. Total Leads Generated From Each Campaign

Gone are the days when marketers could run fun creative campaigns and depend on sales to bring in revenue. Today marketers are increasingly being asked to take on revenue responsibility. The first step towards that is measuring the total number of leads generated from each campaign.

 

2. Lead Attribution & Potential Revenue Per Lead

For starters identify the exact source from which each lead originated and each one’s revenue potential.

 

3. Campaign ROI

Calculating ROI for each of your marketing campaigns can be a challenging process. It takes time to build the systems and processes needed to track leads all along your funnel over an extended period of time, as they move from the marketing team to the lead qualification team to the sales team.

 

4. Website Visits by Keywords

Apart from all your marketing metrics, website visits by keywords is an important thing to track. It shows what keywords visitors used to arrive at your website. This helps you understand what keywords best resonate with your audience. Also get detailed information such as company name and contact details for each of those visitors. This information is particularly valuable as the free version of Google Analytics no longer provides it.

 

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iNeoMarketing's insight:

I'm not certain this is the right approach. Your measurements are a direct function of your quantifiable objectives going into each campaign.

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Infographic: The Inbound Call Channel is Huge... and Untapped - Marketing Technology Blog | #TheMarketingTechAlert

Infographic: The Inbound Call Channel is Huge... and Untapped - Marketing Technology Blog | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Infographic: The Inbound Call Channel is Huge... and Untapped by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

In the age of complete databases, how important is this to the B2B marketer?

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Your Guide to Benefiting from Social Media - infographic - Digital Information World | #TheMarketingTechAlert

Your Guide to Benefiting from Social Media - infographic - Digital Information World | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Social media is an extremely powerful marketing tool that can help push your business to success. Here are some of the key things (in infographic) you need to know to make it work to your advantage.


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What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchanger | #TheMarketingTechAlert

What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchanger | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Digest...


“I think the Adobe-SAP alliance needs to be seen in the context of the broader SAP-Accenture Marketing Performance Solution,” said Martin Kihn, research director for Gartner. “The vision is for SAP HANA to power an Accenture media mix and analytics platform for marketers, who could use Adobe for the upstream stuff SAP and Accenture don’t do, like site analytics and content management.”

 

Adobe gains a couple of core competencies as a result of an “iron triangle” with SAP and Accenture such as professional services, custom solutions and implementation strength. “[These capabilities] lend Adobe some heft with the hardcore enterprise quants and CFO skeptics who don’t live in the marketing-driven cultures where Adobe traditionally shines,” Kihn noted.

 

“Digital marketing has become the ‘it girl,’” as Kihn describes it. Agencies and systems integrators like Accenture, IBM and Deloitte are transforming into digital shops while the advanced analytics players like SAP and FICO are essentially rebranding themselves as “marketing analytics” platforms, he said.

 

Another potential side effect is the SAP-Accenture partnership further expands the competitive landscape. This is where “Accenture starts to butt heads with the BBDO’s and Wunderman’s – all of those agencies who are the CMO’s advisors,” Kim said.

 

The dividing lines between technology and systems integrator (or agency, to that effect) will ultimately be about budget, organizational decisions and good, old-fashioned politics. “It remains to be seen which partners in both service and technology will be standing at the end,” Kim said.

 

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iNeoMarketing's insight:

Applicable to the larger enterprises, as discussed for over the past 18 months on this blog. For the SMB, what is their solution? MaaS is a natural.

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Lead Generation: Great results don’t always have to be complicated - Marketing Experiments | #TheMarketingTechAlert

Basic/ Excerpt...


“We can complicate everything,” Shawn explained, “and when you’re in a testing environment and you start to think about navigation, templates, images, copy, colors and buttons, you just have to sort of stop and say ‘whoa’ – clear away the madness, take it step-by-step, do simple things and see what has an impact.”

 

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iNeoMarketing's insight:

It's a basic optimization tenet (even MVT): start simple, and work your way up from there.

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Twitter Best Practices for 2014 - infographic - Digital Information World | #TheMarketingTechAlert

Twitter Best Practices for 2014 - infographic - Digital Information World | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
For those of you new to the Twitter or new to using it for business, here is an infographic proposes some best practices, including latest profile and cover photo sizes, that help you leverage Twitter like a boss.


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iNeoMarketing's insight:

I know: every other month there's a new set of best practices for whatever. But you should keep track of them as the technology changes rapidly in response to a rapidly changing environment.

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[FREE REPORT] 2014 BrightEdge Search Marketer Survey Results | #TheMarketingTechAlert

[FREE REPORT] 2014 BrightEdge Search Marketer Survey Results | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

This new annual State of the Market survey asked marketers across 8400 global brands about their top priorities in 2014. Key focus areas uncovered by the survey include:

  • Connecting content efforts to ROI
  • Shift to page/content based SEO
  • Importance of rank in a Secure Search world
  • Extending SEO succcess to mobile devices
  • Integrating content marketing with SEO
  • Impact of content marketing on SEO career growth

 

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iNeoMarketing's insight:

It's a quick read (14 pages) but well worth it.

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4 Free Tools to Create Infographics #Online Marketer's Tool Kit - GetResponse Blog | #TheMarketingTechAlert

4 Free Tools to Create Infographics #Online Marketer's Tool Kit - GetResponse Blog | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
You don't need to hire a graphic designer to publish great looking infographics - these 4 tools will do the job for you.


Basic/ Condensed...


Canva.com

If you are looking for a cheap (or free) design tool anyone can use effectively – here it is.

In my opinion it’s the most convenient free design tool. The interface is very intuitive and user-friendly, which is combined with a large number of various templates and images.

 

Easel.ly

When you’re just getting started with infographics – which is quite possible if you’re reading this post – this tool will give you great basis for creating your first infographic.

 

infogr.am

Entering the service will take you just seconds – all you have to do is log in using one of your social network profiles. Off you go to your first infographic!

 

Venngage.com

This tool certainly won’t amaze you at first sight – the layout and interface are not as impressive as those of the competitors. Still, it’s worth looking into – you’ll definitely be satisfied with the variation of templates and images to choose from. Pick and mix any images, icons and logos you wish.

 

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iNeoMarketing's insight:

As you get more proficient with your infographics, then you'll want to consider a professional service. Regardless, you know the value of visual content.

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Inbound Marketing with Hubspot vs. Without Hubspot [Infographic] - InfographicB2B | #TheMarketingTechAlert

Inbound Marketing with Hubspot vs. Without Hubspot [Infographic] - InfographicB2B | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Inbound Marketing with Hubspot vs. Without Hubspot


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iNeoMarketing's insight:

Clearly this was done in support of HubSpot, but you could easily substitute MAS for HubSpot.

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Video and The Search for Marketing ROI | Vidyard | #TheMarketingTechAlert

Video and The Search for Marketing ROI | Vidyard | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

 

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As the Hub Turns . . . - Gartner | #TheMarketingTechAlert

As the Hub Turns . . . - Gartner | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Excerpt...


Saying that the cloud vendors are “missing the point,” he continues, “the right platform needs to bring a core set of capabilities, and then be open to third-party solutions that build on the common foundation.”

 

Touche. Thus, Brinker’s pronouncement is at once about Marketo itself and about the idea that openness will trump closedness — that pursuing a one-stop-shop approach may lead to some black Mondays down the road.

 

Nobody knows what’s going happen. That’s what makes this such a great story. Remember that the cloud factories are hardly all alike, and most of them understand very well the benefits of playing well with others. Salesforce has a vibrant community of independent developers to build extensions and fill gaps. Even Big Blue has championed an open data exchange and a protocol to power it.

 

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iNeoMarketing's insight:

More on the Marketo platform. Again, two big issues: (1) no one MAP has sufficient number of customers for an ISV to be satisfied, and related (2) the costs often do not justify participation (hard and soft costs).

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Marketers Data Rich and Knowledge Poor - DM News | #TheMarketingTechAlert

Marketers Data Rich and Knowledge Poor - DM News | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
While advertisers have become incredibly datasavvy, the most difficult challenge remains causally linking that data to outcomes that really matter.


Advanced/ Excerpt...


Today, marketers face two roadblocks to implementing pervasive experimentation.

 

The first is technological. Conducting experiments in digital channels is relatively easy—test and control groups can be created with cookies or mobile device identifiers and value creation can be measured on websites or through mobile applications. What's missing is the technology to automate the configuration and management of experiments at scale, including the ability to optimize to causal outcomes.

 

The second roadblock is cultural. Marketers, agencies, platforms, and publishers all have vested interests in existing flawed measurement approaches. Changing to a new standard for measurement based on experimentation will take time.

 

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iNeoMarketing's insight:

Yes, it's B2C, but the lessons are the same: do you have the technology in place to take advantage of the data coming into your organization, and do you have the right resources in place to take advantage of the technologies?

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Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert

Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
It's time to rethink using social media to drive sales for your B2B marketing strategy. Use it to drive awareness, engagement and sentiment!


Basic/ Condensed...


You can lead a customer to your brand with social media, but you can’t make them buy from you using social media. This is my B2B marketing advice. In other words, social media does not fit neatly into a B2B marketing strategy and last-touch attribution. So, don’t think you can tweet and directly cause a million dollar sale. However, you can get on the customer’s radar and start to build a relationship with relevant content and messaging.

 

So, how do you measure if you truly connect with your customer? Once you choose to focus on using social media to reach, engage and influence, how do you measure it? The questions you need to ask before you begin to decide are the social media activity indicators like retweets, shares, clicks, etc. are:

  1. Are your content and messaging reaching the most relevant and incremental audience?
  2. Are your content and messaging engaging enough to keep your audience in a ready-to-act or ready-to-buy state?
  3. Do your content and messaging deepen the relationship with your customer to help influence their purchase?

 

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iNeoMarketing's insight:

Social is a tactic that is a part of your overall inbound strategy. But don't discount prospecting from Social, e.g., LinkedIn.

If you want to learn more, go here, click on Filter, and search the tag Social Selling.

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Connecting Content to ROI Is Critical in 2014, Say 78% of Search Marketers [Survey] - Search Engine Watch | #TheMarketingTechAlert

Connecting Content to ROI Is Critical in 2014, Say 78% of Search Marketers [Survey] - Search Engine Watch | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
"How do we measure our content?" "Where do we get our data?" "How do we further our marketing careers?" The 2014 Search Marketer Survey by BrightEdge, released this week, aimed to uncover the sentiment around some of the burning questions of 2014.


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iNeoMarketing's insight:

The second chart is very surprising. It's a great question to ask, and the responses are very revealing.

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How to Use GooglePlus for Marketing - infographic - Digital Information World | #TheMarketingTechAlert

How to Use GooglePlus for Marketing - infographic - Digital Information World | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Even for those who are "in the know" about the benefits of Google+, many have difficulty learning how to use it effectively. This infographic shows how to use GooglePlus for marketing, with a daily recipe for Google+ success.


 

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