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Are Machines the Future of Marketing? - B2B Digital Marketing

Are Machines the Future of Marketing? - B2B Digital Marketing | The MarTech Digest | 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.

marketingIO's insight:

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


  • See the article at b2bdigital.net
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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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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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Your Must-Read MarTech Digest™, for Friday, 7/28/17 #MarTech

Your Must-Read MarTech Digest™, for Friday, 7/28/17 #MarTech | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here.

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marketingIO's insight:

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B2B Organizations Seeing Success Incorporating AI Tools Into Lead Follow-Up Process - Demand Gen Report

B2B Organizations Seeing Success Incorporating AI Tools Into Lead Follow-Up Process - Demand Gen Report | The MarTech Digest | Scoop.it
For many B2B organizations, the challenge has become less about generating new leads and more about how to further engage those leads and move them into a next stage conversation. Critical elements of that include timing — with 87% of respondents in Demand Gen Report’s 2017 B2B Buyer’s Survey Report saying the “timeliness of a vendor’s response” is important — as well as the messaging in the follow-up.

To help address this, a growing number of B2B organizations, such as BeyondTrust, ScaleArc and Cox Media, are seeing early returns from using artificial intelligence (AI) driven applications with the goal of making follow-up engagement more efficient and effective.
marketingIO's insight:

A number of use cases are presented.

 

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HTML or Text Emails: Which is Better? - Marketo

HTML or Text Emails: Which is Better? - Marketo | The MarTech Digest | Scoop.it

"Over the course of 5 different email drops, we have found text emails to do the following:

  • Roughly the same open rate as HTML emails
  • 11% higher click to open rates (95% statistical significance)
  • 8% higher click through rates (86% statistical significance)

 

When we rerun the numbers solely looking at unique offer clicks, the data strongly favors text-based emails. Text emails show the following performance:

  • Roughly the same open rate as HTML emails
  • 21% higher unique click to open rates on the offer link (100% statistical significance)
  • 17% higher unique click through rates on the offer link (99% statistical significance)"
marketingIO's insight:

We're seeing more of this as well, and we continually test HTML vs. text (actually, HTML-built text messages).

 

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Here come the marketing bots: The role of machine learning and AI in marketing - Bdaily

Here come the marketing bots: The role of machine learning and AI in marketing - Bdaily | The MarTech Digest | Scoop.it

"Whether we are referring to rules-based automation, natural language processing, machine learning or AI, the point is we need help managing some hard tasks. These include gathering all customer interaction data, processing it for insight, visualizing it, activating the insight across touchpoints, and measuring the results. Marketers should focus on the value we’re trying to realise: Delivering more relevant experiences for customers, improving business outcomes because of that relevance, and doing it efficiently to get more from our budgets. That’s business value.

 

Machine learning and smart automation are beginning to prove value in an increasing number of areas including optimization, personalisation, customer segmentation, and contextual intelligence. In these cases, the technology is useful in enabling marketers to automate incredibly complex processes so they can focus on the marketing rather than manual tasks. As the algorithms and use cases continue to advance, we’ll see more benefits as the trends eventually shift from early adoption to broader acceptance."

marketingIO's insight:

Only if it's baked into the applications.

 

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41% of marketing automation technology is in the domain of B2B, but B2C is on the move - The Drum

41% of marketing automation technology is in the domain of B2B, but B2C is on the move - The Drum | The MarTech Digest | Scoop.it
Although B2B marketers are increasingly reliant on marketing automation technology, consumer-oriented businesses increasingly see the need to adopt automation technology, despite the cost.

According to eMarketer, which cites recent data from agency Bold Digital and marketing tech firm SimilarTech, enterprise companies account for 41% of all brands using marketing automation worldwide in 2016 because business-to-consumer (B2C) sales cycles tend to be much shorter. However, B2C marketers are increasingly looking to automation, particularly in the internet and telecom space, which now accounts for almost ten per cent of those using automation.
marketingIO's insight:

SIGNIFICANT room for growth....only with industry solutions.

 

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Technology Roadblock Are Holding Back Marketers - Bynder

Technology Roadblock Are Holding Back Marketers - Bynder | The MarTech Digest | Scoop.it

Data shows that companies lack the technological and organizational structure for safely and securely storing and sharing digital files — including logos, images, video, brochures, white papers, presentation decks and more.

  • Security is a concern: only 37 percent of respondents feel very confident about the security of their digital assets in how they’re being stored and shared today.
  • Employees don’t have the accessibility needed for anywhere and anytime access: Roughly 75 percent of respondents feel limited in how they can share assets internally and externally. 
  • Marketers aren’t prepared to scale and keep pace with business growth: 47 percent of respondents say their top scalability concern is maintaining brand consistency. 
marketingIO's insight:

CMOs MUST work with IT! You don't want to own a cyber breach. Report available when you CT.

 

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What do marketing orgs look like in the martech age? Let's find out - Chief Marketing Technologist

What do marketing orgs look like in the martech age? Let's find out - Chief Marketing Technologist | The MarTech Digest | Scoop.it
This survey, Marketing Organizations in the Age of Martech, asks you for three pieces of your organizational structure:

What roles report to your CMO (or highest-level marketing executive)?
Who is in charge of marketing technology management and what roles report to them?
Who is in charge of marketing operations — if that’s a separate role from marketing technology — and what roles report to them?
marketingIO's insight:

The Chief MarTech is requesting your participation in the survey. Takes 10 minutes. CT.

 

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Transform Customer Experiences by Harnessing the Power of AI in CRM - MIT Technology Review

Transform Customer Experiences by Harnessing the Power of AI in CRM - MIT Technology Review | The MarTech Digest | Scoop.it

"What is AI in CRM exactly? It all starts with customer data. Intelligent systems collate customer data into one central location, which could include previous communications, purchases, complaints or browsing history. AI uses this data in order to correctly anticipate customer needs.

 

The biggest challenge faced by all businesses is consolidating this data and sifting through it for relevant information. Businesses tend to store customer data over several disparate systems, including a CRM, marketing, and a customer care app. Bringing this data into one central location and gleaning meaning from it is difficult at best. In this scenario Big Data looks like Bloated Data, impossible to penetrate or navigate.

marketingIO's insight:

Download the report.

 

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How Content Influences the Purchasing Process - CMI

How Content Influences the Purchasing Process - CMI | The MarTech Digest | Scoop.it
Get insight into how content influences the purchasing process – from the buyer’s perspective – in research from SmartBrief and Content Marketing Institute
marketingIO's insight:

The value is when you CT for the recommended actions.

 

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Your Must-Read MarTech Digest™, for Thursday, 7/27/17 #MarTech

Your Must-Read MarTech Digest™, for Thursday, 7/27/17 #MarTech | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here.

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marketingIO's insight:

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MarTech CEOs Place Big Bet on Integrate

MarTech CEOs Place Big Bet on Integrate | The MarTech Digest | Scoop.it
Integrate, the pioneer and market leader in demand orchestration software – a large and rapidly growing segment of marketing technology – announced today that it secured $8 million in equity capital from new and existing investors to meet customer demand and further enhance its software. The company has now raised $35 million in venture capital since its inception in 2010.

Integrate's software tackles the last frontier of optimization in the B2B marketing stack, ensuring demand generation and top-of-funnel marketing programs yield results.  The company is experiencing a rapid expansion in its marquee customer base of enterprise and mid-market organizations, serving over 400 customers including brands such as Dell, Salesforce, Lookout, Iron Mountain and ServiceNow. Integrate's annual recurring subscription revenue nearly tripled this past year, and it generated positive operating cash flow for the past four fiscal quarters.
marketingIO's insight:

FYI...

 

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B2B marketers still grappling with content as a strategic, business asset - The Drum

B2B marketers still grappling with content as a strategic, business asset - The Drum | The MarTech Digest | Scoop.it
Content still reigns as king among B2B and B2C marketers, but as a strategic, long term business asset, marketers are challenged with forming a clear corporate vision for it.

A recent report by the Content Marketing Institute polled 411 B2B and B2C marketers, and found that content marketers are less adept at using, analyzing, forming a strategy around it, and tying it back to business goals. The central finding of the report suggests that 92% of marketers view content as a business asset, but fewer than half (46%) have a documented strategy for managing content as a business asset.

It's not as if content marketers lack any sort of formal content management structures in place, the report notes. According to the CMI survey, most of the them have style and brand guidelines (70%) including content teams (60%), formal workflow process for planning, creating and delivering content (53%) customer personas (51%), content performance analytics (50%), and customer journey maps (33%) and structured content (32%).
marketingIO's insight:

Stop with this nonsense that content is an asset. Your DB is the asset, your marketing stack is the asset.

 

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Zeta Global Acquires Boomtrain to Accelerate Roll-out of Its Machine Learning-Driven Marketing Cloud

Zeta Global Acquires Boomtrain to Accelerate Roll-out of Its Machine Learning-Driven Marketing Cloud | The MarTech Digest | Scoop.it
Zeta Global, the data-driven marketing technology innovator whose SaaS-based marketing cloud helps leading brands acquire, retain and grow customer relationships, announced today that it has acquired Boomtrain, a machine learning driven marketing technology platform that uses artificial intelligence to drive personalised messaging across all digital touchpoints.

Boomtrain developed the first marketing technology platform with machine intelligence at its core, enabling brands to better understand and communicate with their customers. Launched in March 2014, the Boomtrain platform has gained significant traction, attracting more than 120 clients including leading media companies such as CBS and Dow Jones. Boomtrain's technology will become the personalisation engine within ZetaHub, the Gartner Magic Quadrant-rated digital marketing hub. Following the acquisition, Zeta will hold one of the largest machine learning patent portfolios in marketing technology.
marketingIO's insight:

FYI...

 

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Paid Social Media Budgets: Network Ad Spend Trends

Paid Social Media Budgets: Network Ad Spend Trends | The MarTech Digest | Scoop.it
Facebook is the social network marketers most use for advertising - and the one marketers are most bullish about. See where else and how much marketers are spending social media ad budgets.
marketingIO's insight:

The only survivor will be FB, and it will morph into something that does not resemble today's FB. T is consuming itself and has peaked, LI will be folded into MS, Snap is dying, etc.

 

We are recommending to our B2B clients to plan for the loss of social advertising.

 

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Amélie Almonacil's curator insight, July 27, 11:43 AM
Comment les marketers dépensent le budget #socialmedia ? 
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For Serious ROI, B2B Companies Should Adopt These Three B2C Marketing Strategies - MarketingProfs

For Serious ROI, B2B Companies Should Adopt These Three B2C Marketing Strategies - MarketingProfs | The MarTech Digest | Scoop.it
Here are the three B2C marketing strategies your B2B company should adopt to generate some serious ROI.

1. Use user-generated content (UGC)

2. Leverage social advertising

3. Think mobile, think optimized
marketingIO's insight:

We're beyond this.

 

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Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50

Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50 | The MarTech Digest | Scoop.it
60 per cent of enterprise B2B marketers are using a DAM but only 23 per cent are actively using a content marketing platform to support their editorial processes. Net, just over half even have a tool to managed their valuable content assets and a very small number have codified processes that happen in something more formal than an excel spreadsheet and email. 

Atomic content and personalisation is only possible if we, marketers, shift our mindsets, build some new skills and use the tools available to us to attend to the care and feeding of our content library.  A few months ago I wrote a very nerdy post about metadata and attributes. It sparked a lot of conversations about how hard it is to do this today. But trust me, it’s getting easier.  More tools – some CMPs and some re-imagined DAMs – are making it simpler to store and retrieve assets. The infusion of artificial intelligence (AI) into some of these systems will augment work done by marketers and creatives – taking the drudgery out of tagging and unlocking the value in our content – even making recommendations about which assets may work best for a given situation.
marketingIO's insight:

When you're considering the fuel behind personalization and AI, Excel ain't gonna cut it.

 

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Fluid Experiences Guide B2B Customers on Their Buying Journey | Adobe

Fluid Experiences Guide B2B Customers on Their Buying Journey | Adobe | The MarTech Digest | Scoop.it
The challenge is to break down traditional silos by engineering engaging, omni-channel experiences that exceed customer expectations. Differentiation in the B2B marketplace is not just about product. It requires leveraging data, knowledge, and technology in order to create a virtual crystal ball that presents customers with the right information at the right moment.

A fully integrated B2B platform — one that goes beyond e-commerce to include customer data, marketing assets, content management, campaign orchestration, and analytics — provides a roadmap for customer engagement by providing real-time context about the person interacting with specific company content. That context then becomes a powerful tool for enabling highly targeted content delivery that offers customized solutions and product options.

Today’s B2B companies need a marketing platform that provides users with a rich digital buying experience that facilitates engagement and makes it easy to use. That means providing customers, sales reps, distributors, and service technicians with desktop and mobile apps that offer real-time access to marketing collateral, automated sales processes, and key sales systems that streamline purchasing and fulfillment.
marketingIO's insight:

Can wholesale digital disruption occur with a best of breed solution? With code, anything can happen.

 

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Your Must-Read MarTech Digest™, for Wednesday, 7/26/17 #MarTech

Your Must-Read MarTech Digest™, for Wednesday, 7/26/17 #MarTech | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

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marketingIO's insight:

Your Must-Read MarTech Digest™, for Wednesday, 7/26/17 #MarTech http://sco.lt/...

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Marketo's own marketing team feels the heat after company forgets to re-register its domain - The Drum

Marketo's own marketing team feels the heat after company forgets to re-register its domain - The Drum | The MarTech Digest | Scoop.it
Earlier today (July 25) it emerged that Marketo users were experiencing trouble with logging on to its website, which helps them use the marketing automation software to engage with their own customer bases, with #marketo soon trending online.

The vast majority of the sentiment was of a mocking nature, with many highlighting the irony of Marketo’s self-professed excellence in customer support, as well as the irony of the situation.

This soon prompted an acknowledgement and apology from Marketo’s social media team, which has since issued a statement and claimed that a fix is imminent, with the company’s chief executive Steve Lucas confirming that it was “resolving DNS issues” along with a ‘profuse apology’.
marketingIO's insight:

In short: Marketo was down about 6-8 hours yesterday (7/25/17). Twitter went apoplectic.  We're watching for the make-good.

 

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SharpSpring Enhances Offerings with New Visual Workflow Builder

SharpSpring Enhances Offerings with New Visual Workflow Builder | The MarTech Digest | Scoop.it
SharpSpring’s marketing automation solution allows marketers to send the right message to prospects at the right time, and this latest feature allows marketers to visualize that process as their campaigns are created. Now, it’s possible to conceptualize a prospect’s journey on screen from the top of the funnel all the way to a sale with a simple, bird’s-eye view of even the most in-depth workflows.

SharpSpring’s visual workflows are presented in user-friendly, flow chart layouts. The intuitive, point-and-click interface makes it easy to construct complex automation tasks with branching logic. The visual workflow builder uses color-coded shapes and icons to illustrate specific touch points on the buyer’s path to conversion.
marketingIO's insight:

You can mark that off the checklist.

 

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The Martech Purchase Process: How Buyers Evaluate Vendors - MarketingProfs

The Martech Purchase Process: How Buyers Evaluate Vendors - MarketingProfs | The MarTech Digest | Scoop.it
Buyers of marketing technologies rank demos, test drives, and self-driven online research as the most valuable methods for evaluating martech products or services. Check out details of this study.
marketingIO's insight:

I cannot emphasize this enough: you have to have IT participate, otherwise you own all layers of the OSI Model...and cybersecurity!

 

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Increase Conversions with Heatmaps, Scrollmaps, and Clickmaps - The Good

Increase Conversions with Heatmaps, Scrollmaps, and Clickmaps - The Good | The MarTech Digest | Scoop.it
Whether or not it’s doing its job of transforming more strangers into loyal customers. It’s not always easy to tell, though. It’s tough to know whether or not that’s actually happening.

Heatmaps, scrollmaps, and clickmaps can help. Using them together can tell you exactly what people are doing on your website. So you can see – plain as day – if your landing page is pulling its own weight (or not).

They’ll tell you where people are looking. Whether they’re reading or not. And how interested they potentially are in what you have to offer.
marketingIO's insight:

A nice primer.

 

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A Refresher on Marketing ROI - HBR

A Refresher on Marketing ROI - HBR | The MarTech Digest | Scoop.it
One of the downsides of marketing ROI is that it is easy to only recognize the incremental profits in short-term sales and underestimate the long-term benefits that marketing brings to brand value.

This “can be particularly challenging for executives who might be impatient to see a return. A CFO might just see marketing expenses walking out the door and not a corresponding build-up of cash flows and assets,” Avery explains. As a result, CFOs and CMOs are often at odds. “CFOs are under tremendous pressure to deliver quarterly earnings, and may not be patient for the longer-term effects of marketing to take hold. You’re asking them to believe in forward movement in a progression through a customer’s purchase journey, and that can take a long time,” she says. But marketing does more for a company than generate profits in the short term; it also builds lasting value and drives future profits.
marketingIO's insight:

Still hard to attain!

 

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HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat

HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat | The MarTech Digest | Scoop.it
Inbound marketing and sales company HubSpot has acquired Kemvi, a fledgling startup that uses artificial intelligence (AI) and machine learning to automatically extract information from websites, press releases, blog posts, and SEC filings in order to serve sales reps key insights into prospects. Terms of the deal were not disclosed.

Indeed, the company’s DeepGraph engine targets B2B companies with learning algorithms that can extract meaningful information and insights from any piece of digital text and then merge that with data and knowledge from companies’ own internal sales and marketing teams to forecast buyers’ behavior.
marketingIO's insight:

Powerful, and will play a significant role in ABM.

 

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Art Jones's curator insight, July 26, 6:34 PM

The team at Hubspot (Inbound Marketing/Sales Support Automation Platform) will begin integrating Artificial Intelligence into its offerings. The goal is to make mining data about your ideal prospect profiles from sources generally available via the web, faster and easier to acquire.

Anuj Saxena's curator insight, July 27, 11:17 AM
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Email Subscribers' Attention Spans Are Increasing. Yes, Really! [Infographic] - MarketingProfs

Email Subscribers' Attention Spans Are Increasing. Yes, Really! [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Email recipients' attention spans are increasing, but they still aren't all that long. Check out the details, including tips for optimizing emails for short attention spans.
marketingIO's insight:

The human brain has capitulated! 

 

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