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Are Machines the Future of Marketing? - B2B Digital Marketing

Are Machines the Future of Marketing? - B2B Digital Marketing | The Marketing Technology Alert | Scoop.it
As marketers, we will soon be the managers of the machines that are managing our marketing. Until the machines don't need us anymore.


Excerpt...


Here are a few of the marketing areas where we are already managing the machines and one area where the machines have already managed us!

1. Search Marketing Platforms
Search marketers have been using bid management systems for the last decade to manage the search campaigns. Today, new solutions like DataPop are even automating ad copywriting!

2. Algorithmic Media Buying
A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Providers like Turn, MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day.

3. Dynamic Creative Optimization
What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Companies like MediaMind make this possible today. Combine it with something like DataPop, mentioned above, and you could have a system that continuously creates, tests, learns and optimizes brand new creative.

4. Marketing Automation
What if everyone could always get the right communication, based on all of the information you have about them? Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms.

5. Identifying Content to Create
Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. In this case, the machine was feeding work to the people instead of the people feeding work to the machine.

iNeoMarketing's insight:

We scooped this as a checklist for you to compare your own automation tools against. Not yet appearing: Big Data alerts.


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Matt Casagrande's comment, March 17, 2013 8:18 PM
Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms. Over the next couple years, expect to see marketing automation continue to incorporate algorithms for more complex learning and optimization. Also it allows the business to do the marketing hands free without having people have to do it at all times.
Matt Casagrande's comment, March 17, 2013 8:25 PM
As technology continues to strive as we move into the future and direct response focused marketers will be the first who will try this new machine-based marketing ways. Companies that are willing to risk it all to if machine driven ways will learn success of it first. Machines can learn fast enough and can lower a business resource costs can be lowered from these new ways also. From all of this that will happen from the machine way will end up beating out human marketers.
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[FREE GARTNER REPORT] Gartner 2014 Magic Quadrant for Digital Marketing Hubs - Adobe Marketing Cloud

[FREE GARTNER REPORT] Gartner 2014 Magic Quadrant for Digital Marketing Hubs - Adobe Marketing Cloud | The Marketing Technology Alert | Scoop.it
Gartner 2014 Magic Quadrant for Digital Marketing Hubs


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iNeoMarketing's insight:

Compliments of Adobe. It's behind a quick registration wall.

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Survey: Marketing and advertising job market outlook improves in second half of 2014 - FierceCMO

Survey: Marketing and advertising job market outlook improves in second half of 2014 - FierceCMO | The Marketing Technology Alert | Scoop.it
The hiring outlook has gotten better in the marketing and advertising industry, according to the last salary report from the Creative Group, a staffing service for interactive, design, marketing, advertising and public relations professionals. One-third (33 percent) of advertising and marketing executives surveyed said they will expand their creative teams in the first half of 2015, up 21 points from six months ago.


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iNeoMarketing's insight:

Clearly aimed at agency operatives. Here's the notion to consider: a survey like this MUST include martech oriented positions.

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5 Data-Backed Strategies that Will Get You More Mailing List Subscribers - KISSmetrics

5 Data-Backed Strategies that Will Get You More Mailing List Subscribers - KISSmetrics | The Marketing Technology Alert | Scoop.it
I looked across the web and found five proven list building strategies that are backed by hard data and case studies. This way, you know you’re trying out something that has worked for others in the past.


Digest...


1. OkDork: Redesign Your Homepage and Increase Email Signups by 300%

2. Brian Dean: Turn Your About Page into a Squeeze Page and Convert at 6%

3. Brian Dean: Entice Readers With the Content Upgrade for a 785% Boost in Conversions

4. Use Twitter Lead Generation Cards and Improve Your Cost Per Lead by 500%

5. Do a List Building Challenge and Get a 43% Landing Page Conversion Rate

 

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iNeoMarketing's insight:

Some ideas to fool around with. Click through for the details. Bottom-line: not that easy.

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Customer Experience Matrix: LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix: LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck | The Marketing Technology Alert | Scoop.it
In particular, LeadLiaison helps marketers create content, a critical bottleneck that is not addressed by most marketing automation systems.  The most impressive feature is an outsourced content creation service, which lets marketers build an online creative brief for a particular item and then send it to a network of writers who agree to produce it for a fixed price in a few days. Identities are hidden in both directions, so the parties can’t easily circumvent the service to work together directly in the future. But prices are either reasonable (if you’re a buyer) or ridiculously low (if, like me, you're a sometime content creator), starting around $50 for a blog post. There are several third-party networks that offer this sort of service, but I’m not aware of any other marketing automation vendor that has developed their own.


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iNeoMarketing's insight:

And offers all the expected functions from an MAP. But the inclusion of content creation services is unique.

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The Top 10 Pricing Mistakes Companies Are Making - TechCrunch

The Top 10 Pricing Mistakes Companies Are Making - TechCrunch | The Marketing Technology Alert | Scoop.it

Digest...


Mistake No. 1:
Basing prices on costs, not customers’ perceptions of value.

Mistake No. 2: Companies base their prices on “the marketplace.”

Mistake No. 3: Same profit margin across different product lines.

Mistake No. 4: Companies fail to segment their customers.

Mistake No. 5: Companies hold prices at the same level for too long.

Mistake No. 6:  Salespeople incentivized strictly on revenue.

Mistake No. 7:
 Changing prices without forecasting competitors’ reactions.

Mistake No. 8: Companies spend insufficient resources managing their pricing practices.

Mistake No. 9: Companies fail to establish internal procedures to optimize prices.

Mistake No. 10:
 Companies rely on salespeople and other customer-facing staff for pricing intelligence.

 

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iNeoMarketing's insight:

Raise your hand if you're guilty of at least one of these. Click through for details.

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Three Game-Changing Content Marketing Highlights of 2014 - Chiefmarketer

Three Game-Changing Content Marketing Highlights of 2014  - Chiefmarketer | The Marketing Technology Alert | Scoop.it

Digest...


LinkedIn releases Dynamic Duo It’s safe to say that the publishing platform of the year belongs to LinkedIn, which released its cutting-edge Dynamic Duo service this past spring. Dynamic Duo is one of the most comprehensive content delivery networks on the Web, as it provides both a content marketing score and a trending content ranking. Marketers can now see exactly what topics readers are clicking on in real time, as well as whether their content strategies are working.

Big data is getting smaller  Big data can now be used to create more-specific buyer personas and highly targeted content.

Long-form content is coming back  Readers are demanding long-form content. Long-form content—which can be anywhere from 2,000 to 7,000 words— is typically much more comprehensive and includes several different types of multimedia.

 

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iNeoMarketing's insight:

Not certain if long form content is the answer for you: to find the answer, you'll need to TEST!

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Email Marketing Chart: How to improve deliverability - Sherpa

Email Marketing Chart: How to improve deliverability - Sherpa | The Marketing Technology Alert | Scoop.it
According to ReturnPath, 13% of email from permissioned email marketers never makes it to the inbox in the U.S.For Brazilian marketers, that number is an even more painful 40%.This week, we'll look at a chart that shows the email deliverability improvement tactics of 593 of your peers. We'll also provide tips from three experts who, collectively, were involved with more than 7 billion emails sent over the past year.


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5 Predictions: Why Personalized Marketing Will Dominate in 2015 - #infographic - Digital Information World

5 Predictions: Why Personalized Marketing Will Dominate in 2015 - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
As customization becomes the norm, business will need to adapt their digital strategies. This infographic details the trends in personalized marketing that you need to know as you plan for 2015.


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A Visual Introduction to Customer Lifetime Value [Infographic] - HubSpot

A Visual Introduction to Customer Lifetime Value [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it
Check out this visual explanation of customer lifetime value (CLV), and how retention and satisfaction play into customer value.


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The Rise of the Social Profession [Infographic] - B2B Infographics

The Rise of the Social Profession [Infographic] - B2B Infographics | The Marketing Technology Alert | Scoop.it

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The Top 9 MarTech Articles Curated Wednesday, 12/24/14

The Top 9 MarTech Articles Curated Wednesday, 12/24/14 | The Marketing Technology Alert | Scoop.it

 We’re taking a few days off, and we’ll see you on Monday. Enjoy this wonderful holiday season. Drive carefully.

 

Today’s curated articles collected for your quick review:

>> Marketing automation as a bellwether of overall martech landscape - Chief Marketing Technologist

>> The power of native advertising in boosting B2B sales | Wheelhouse Advisors

>> List of Local SEO Citation Sites | Siteber

>> The Marketing Analytics Practice Is Evolving: How Can You Adapt? - Marketing Land

>> [Framework] Modern Marketing: Today’s Marketing Process and “Marketing Cloud” Technology Platform | Altimeter Group

>> What is One of the Most Important Contributors to Marketing Automation Success? - Marketo

>> Salesforce is slowly siphoning LinkedIn's data science team - VentureBeat

>> Introduction to Content Curation - Cendrine Marrouat

>> How to Launch Your B2B Social Media Presence: A 30-Day Plan - ClickZ

 

 

See ALL Top Curated Marketing Technology Articles here.

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Marketing automation as a bellwether of overall martech landscape - Chief Marketing Technologist

Marketing automation as a bellwether of overall martech landscape - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it
I believe this category is a bellwether of the larger marketing technology sector: it is both consolidating on one side, while exploding with new entrepreneurial ventures on the other.

In fact, this year, I decided to split out the “major” platforms and suites into their own category. This was partly due to the need to reduce redundancy (otherwise, they’d deserve logos in a whole slew of categories) and partly to recognize that they are qualitatively at a different scale.


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iNeoMarketing's insight:

I’ve been reviewing marketing technology articles over a wide array of publications each day for over the past 4+ years, and I’ve concluded that data drives everything martech today, and will do so at even higher levels tomorrow.


So to that end, those companies that play in the data acquisition, management, analysis, etc. space are far more influential in the martech landscape than MAPs. It’s the rudder to the martech ship right now, and the bellwether for future industry activities that include marketing automation.

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marketingautomation's curator insight, Today, 1:42 AM

Marketing automation is the latest development in this era of automation. With having lots of features most of the marketers used this software to increase our business revenue. After one and two years it will establish a big platform in the the field of online marketing process.

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The power of native advertising in boosting B2B sales | Wheelhouse Advisors

The power of native advertising in boosting B2B sales | Wheelhouse Advisors | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

By no means do I support native especially as it applies to B2B. But should you participate in a display advertising campaign (non-social), then here's a native argument. 

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List of Local SEO Citation Sites | Siteber

List of Local SEO Citation Sites | Siteber | The Marketing Technology Alert | Scoop.it

Summary...


The key element when it come to the local SEO is to be consistent. When you are submitting information to local SEO citation sites, you need to make sure that information is correct and consistent across all citation websites.

 

Again, in order to rank or beat your local competitors, you need to be consistent. For example, if you are providing phone number or email, you need to make sure that every one of them is using the same phone number and email. That same goes to your business location; even if you have 2 business locations, you need to make the decision which location you want to go with.

 

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iNeoMarketing's insight:

If this is of interest, then you need to click through to review the sites. It is an extensive, comprehensive list, too large to scoop here.

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The Marketing Analytics Practice Is Evolving: How Can You Adapt? - Marketing Land

The Marketing Analytics Practice Is Evolving: How Can You Adapt? - Marketing Land | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Marketing analytics far more complex than just measuring clicks. Time to take a very serious look at MA, and the appropriate staffing or outsourcing of the function.

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[Framework] Modern Marketing: Today’s Marketing Process and “Marketing Cloud” Technology Platform | Altimeter Group

[Framework] Modern Marketing: Today’s Marketing Process and “Marketing Cloud” Technology Platform | Altimeter Group | The Marketing Technology Alert | Scoop.it
What will 2015 bring marketers? Rather than look into a crystal ball, we have only to look at the present.


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iNeoMarketing's insight:

It'd be worthwhile to click through and ponder this piece a bit.

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Carl Bischoff's curator insight, December 23, 7:08 PM

nice spin on the marketing universe

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What is One of the Most Important Contributors to Marketing Automation Success? - Marketo

What is One of the Most Important Contributors to Marketing Automation Success? - Marketo | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

There's a difference between educating newbies and martechies, and there's a difference between training marketers and sales and others in the organization. Different plans, different curriculum, different goals.

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Salesforce is slowly siphoning LinkedIn's data science team - VentureBeat

Salesforce is slowly siphoning LinkedIn's data science team - VentureBeat | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Data is driving everything in the martech world, and it continues as the best/brightest get picked off.

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Introduction to Content Curation - Cendrine Marrouat

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iNeoMarketing's insight:

Cendrine is a colleague, and her introduction to curation is spot-on.

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How to Launch Your B2B Social Media Presence: A 30-Day Plan - ClickZ

How to Launch Your B2B Social Media Presence: A 30-Day Plan - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


1. Decide Where to Post

2. Set Your Frequency

3. Follow the Leaders

Set a goal of following 10 to 20 relevant industry figures daily – by the end of the month you’ll be following 300 to 600 people, a healthy figure for any brand starting out.

4. Curate the Conversation

Share articles, retweet posts

5. Don’t Buy Followers.

6. Check Your Progress and Set Future Goals

Some good, realistic monthly goals are to grow posting frequency by 20 percent (until you reach a steady state) and to expand your audience by 15 percent.

 

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iNeoMarketing's insight:

Social Media 101. Incorporate this step: targeting individuals in your industry and follow/connect/friend each one. Yeah it takes work, but worthwhile.

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The Top 9 MarTech Articles Curated Tuesday, 12/23/14

The Top 9 MarTech Articles Curated Tuesday, 12/23/14 | The Marketing Technology Alert | Scoop.it

 Today’s curated articles collected for your quick review:

>> 2 Easy Ways to Start Tracking Social Media with Google Analytics - OMI Blog

>> Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category - Influitive

>> 6 Prevalent B2B Marketing Myths to Abandon in 2015 - Circle S Studios

>> Can You Write Viral Copy like The Huffington Post?: 6 reasons why you might not be stacking up | MarketingExperiments Blog

>> Here's Why Oracle Just Made A Really Odd Acquisition - Business Insider

>> Oracle Continues March To Cloud Buying Data As A Service Broker Datalogix - TechCrunch

>> 21 Free Design Tools for Marketers on a Budget - HubSpot

>> 8 Psychological Triggers to Optimize Your Pricing Page - KISSmetrics

>> Why Explainer Videos Are the Greatest Marketing Tools [Infographic] - B2B Infographics

 

 

See ALL Top Curated Marketing Technology Articles here.

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2 Easy Ways to Start Tracking Social Media with Google Analytics - OMI Blog

2 Easy Ways to Start Tracking Social Media with Google Analytics - OMI Blog | The Marketing Technology Alert | Scoop.it
The versatility and customization available through Google Analytics is well worth the effort of learning how to use this set of tools for social tracking.


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iNeoMarketing's insight:

The insight won't exactly set your hair on fire, but it's a basic should you not be using a social media measurement tool.

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donhornsby's curator insight, December 23, 8:47 AM

If you’re already using Google Analytics, I don’t need to tell you that there are many, many more ways to use this free service to track your efforts and refine your strategy. From A/B testing ad buys to focusing the content you share, these tools are more specific, customizable and ultimately useful than the built-in insights you get from Facebook and other platforms. Use both together to get a big picture and close up look at your social media efforts and their results. - See more at: http://www.onlinemarketinginstitute.org/blog/2014/12/2-easy-ways-to-start-tracking-social-media-with-google-analytics/#sthash.Tde6nlQp.dpuf

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Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category - Influitive

There is little that is more rewarding for entrepreneurs and executives than creating an entirely new category, fueled by disruptive innovation. Consider the new giants of our time, like salesforce.com, Tesla and Uber, and the incredible value created by their leaders.

We have invited back serial entrepreneur Mark Organ to deliver a sequel to his top-rated presentation last year on category creation. In this session you will learn not just how to define and build your category, but how to dominate it. How do you market differently when building a category versus entering an existing one? How to craft messaging to appeal to the missionaries you need to build your category and company? How to leverage your customer advocates and key influencers to grow efficiently? Mark will answer these questions and much more.


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iNeoMarketing's insight:

The overall strategy is sound. Difficult as hell, but sound (and not for the faint of heart).

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6 Prevalent B2B Marketing Myths to Abandon in 2015 - Circle S Studios

6 Prevalent B2B Marketing Myths to Abandon in 2015 - Circle S Studios | The Marketing Technology Alert | Scoop.it

Digest...


1. Content marketing = SEO

2. We don’t make sales or close deals on our website

3. Marketing automation software is a magic wand for online marketing

4. We need to be on as many social platforms as possible OR we don’t need to leverage social media at all

5. Email marketing = sending out company eNewsletters

6. Marketing’s work is done once the sale is made 

 

 

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iNeoMarketing's insight:

My clarification of #4: social media advertising needs to be evaluated and tested.

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Can You Write Viral Copy like The Huffington Post?: 6 reasons why you might not be stacking up | MarketingExperiments Blog

Can You Write Viral Copy like The Huffington Post?: 6 reasons why you might not be stacking up | MarketingExperiments Blog | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Real data to justify the 6 reasons. Excellent findings that are useful for all content creators and marketers.

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The Marketing Automation Alert is curated content pertaining to marketing automation. From iNeoMarketing: a New Type of Marketing Agency for B2B Companies, focused on the implementation and management of B2B marketing automation. iNeoMarketing.com