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Top 10 social media measurement tips - Ragan

Top 10 social media measurement tips - Ragan | The MarTech Digest | Scoop.it
Are you ready to see if all your hard work on the company's social media profiles paid off? Measurement queen Katie Paine offers her tips.


Condensed...


But if you want to know if your social media efforts are working, and how you can demonstrate their value, follow these 10 social media measurement tips:

1. Take time to define your social media success.

2. Develop specific measurable goals and objectives.

3. Measure engagement

4. Start small

5. Learn to measure results rather than activity.

6. Learn to measure influence rather than popularity.

7. Use measurement to connect your social media program with your organization's goals.

8. Don't use the term "return on investment" if you can't use it in a strictly financial sense.

9. Use your metrics to learn and improve.

10. Use measurement to save you time.

marketingIO's insight:

Or put in another way: don't try to boil the ocean. Increment this task over time. Start small, be humble, build the base, add the bricks.


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Your Must-Read MarTech Digest™, for Wednesday, 8/23/17 #MarTech

Your Must-Read MarTech Digest™, for Wednesday, 8/23/17 #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.

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

marketingIO's insight:

Predictive Analytics is the next step in Marketing Automation. Contact us to see how. #MarTech #DigitalMarketing

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Five New Skills to Look for When Hiring Your Next Marketing Superstar - MarketingProfs

Five New Skills to Look for When Hiring Your Next Marketing Superstar - MarketingProfs | The MarTech Digest | Scoop.it
1. Hire marketing specialists who can be generalists

2. Hire data-driven marketers who are good with numbers

3. Hire marketers who can sell

4. Hire marketing technologists

5. Hire marketers who are biased toward action
marketingIO's insight:

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how. #MarTech #DigitalMarketing

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Cost Per Lead: Take It Back, Hubspot - The Financial Brand

Cost Per Lead: Take It Back, Hubspot - The Financial Brand | The MarTech Digest | Scoop.it
Hubspot says that cost per lead in financial services is $272. That can't be right.
marketingIO's insight:

Great piece that challenges the HubSpot figure.

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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Data-Driven Marketing Strategy: Summary Report - Ascend

Data-Driven Marketing Strategy: Summary Report - Ascend | The MarTech Digest | Scoop.it
marketingIO's insight:

FREE!

 

Dark marketing clouds ahead? Let us help you see clearly. Contact us. #MarTech #DigitalMarketing

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This CMO Likes To Think Out Of The Box When It Comes To ROI - Forbes

This CMO Likes To Think Out Of The Box When It Comes To ROI - Forbes | The MarTech Digest | Scoop.it
“We are on a journey” says Carrie Palin, CMO of Box. She said this to me as we were discussing the outlook of her role as CMO of Box, one year after joining this fast-growing Silicon Valley cloud content management company.

The topic at hand? The holy grail for a CMO today – the ability to measure the performance of every dollar and confidently articulate the result of that investment.

Palin believes the role of today’s CMO is highly strategic. “We must not only demonstrate stewardship over every dollar spent, but we must also operate in lock-step with business objectives.”

For many CMOs, this capability is about keeping the board happy. It’s about keeping the CEO happy. It’s also something that the vast majority of organizations struggle with today, according to an empirical study on the topic from Marketing Performance Management (MPM) tech firm Allocadia.
marketingIO's insight:

Ding, ding, ding!

 

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

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Marketers, it's Time to Start Thinking Like IT - DMNews

Marketers, it's Time to Start Thinking Like IT - DMNews | The MarTech Digest | Scoop.it
IT and marketing are well-partnered in many companies. It is a natural marriage, as IT has the data that marketing uses to find customers and convert their product interest into sales. Despite this partnership, both departments have different starting points and different views on IT security. 
In the RSA poll, cyber risk exposure from marketing was a major concern for IT departments, with 75 percent of respondents flagging this as a major weakness. This worry was only shared by 44 percent of marketing respondents. About three-fourths of IT and marketing respondents recognized that “shadow IT” and other workarounds were an operating reality in their companies. 
marketingIO's insight:

marketingIO.com bridges the gap between your MarTech and your in-house experience. Contact us. #MarTech #DigitalMarketing

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Toronto Startup Uberflip Launches First AI Based Content Marketing Recommendation Engine that Leverages Visitor Intent

Toronto Startup Uberflip Launches First AI Based Content Marketing Recommendation Engine that Leverages Visitor Intent | The MarTech Digest | Scoop.it
Uberflip, a privately held content experience platform based in Toronto, today announced the release of Uberflip AI. As an enhancement to its core product, Uberflip AI is the first artificial intelligence based recommendation engine for content marketers that leverages visitor intent. It combines machine learning algorithms, visitor intent data, and natural language processing, to provide content recommendations that adapt to a visitor’s behavior over time.

Uberflip AI’s recommendation engine integrates with Bombora, the leading provider of B2B demographic, firmographic, and intent data. The engine leverages Bombora visitor intent data, so it knows what to recommend based on a visitor’s prior viewing history and behavior, anywhere on the web. Through Bombora, Uberflip AI also uses natural language processing, which parses and analyzes language (e.g., search terms and viewed content) for its meaning, ensuring that recommendations make sense.

Through Uberflip AI, content marketers can:

Present personalized content recommendations in a variety of different layouts.
Strategically place AI powered recommendations on websites to boost engagement, seamlessly alongside Uberflip Hubs.
Setup rules to create decision trees and set audience types that ensure visitors are seeing the most relevant content at all times.
Control where and when to serve up AI based recommended content.
marketingIO's insight:

Outstanding!

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Is ABM Right For Your B2B Marketing Team? New ABM Readiness Scorecard - Integrate

Is ABM Right For Your B2B Marketing Team? New ABM Readiness Scorecard - Integrate | The MarTech Digest | Scoop.it
New ABM Readiness Scorecard helps you determine whether account-based marketing is right for your B2B marketingn team and business.
marketingIO's insight:

#MarTech #DigitalMarketing

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Five new truths about zero-based budgeting | McKinsey & Company

Five new truths about zero-based budgeting | McKinsey & Company | The MarTech Digest | Scoop.it
Myth one: If it doesn’t upend the whole company from top to bottom, it isn’t ZBB.

Reality: ZBB programs can vary significantly, both in scope and intensity.

Myth two: ZBB is just a more aggressive version of the same old productivity initiatives.

Reality: ZBB is fundamentally different from typical cost cutting because it switches the “burden of proof” for spending.

Myth three: ZBB is only about cost cutting.

Reality: ZBB gives managers an entirely new way to understand their business, with better cost management resulting from better performance management.

Myth four: ZBB hasn’t changed much since it first emerged.

Reality: The ZBB methodology has been evolving for half a century, with digital innovation making it more sustainable—and easier to start.

Myth five: Reinvested savings won’t show up on the bottom line.

Reality: Reinvestment is designed to drive growth—profitable growth.
marketingIO's insight:

#MarTech #DigitalMarketing

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Introducing LinkedIn Video: Show Your Experience and Perspective - LinkedIn

Introducing LinkedIn Video: Show Your Experience and Perspective - LinkedIn | The MarTech Digest | Scoop.it
With this in mind, today we’re adding another way for you to share your experience and perspective with the introduction of LinkedIn video. We began testing video last month.

Ready to start recording? Here’s how: In the LinkedIn mobile app, look for the share box at the top of the feed (iOS) or the post button (Android) and tap on the video icon. You can record a video in the app, or upload something you recorded earlier.
marketingIO's insight:

#MarTech #DigitalMarketing

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SMS Is on the Rise for Business: Trends and Stats [Infographic] - MarketingProfs

SMS Is on the Rise for Business: Trends and Stats [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
SMS has amazing response rates, but businesses and marketers have been hesitant to use it to connect with customers. But it may be just what you need. Check out these SMS stats and trends.
marketingIO's insight:

Just a matter of time before we kill this golden goose.

 

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Your Must-Read MarTech Digest™, for Tuesday, 8/22/17 #MarTech

Your Must-Read MarTech Digest™, for Tuesday, 8/22/17 #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.

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

marketingIO's insight:

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Struggling With MarTech? Rethink Your Agency Relationship - CMSwire

Struggling With MarTech? Rethink Your Agency Relationship - CMSwire | The MarTech Digest | Scoop.it
For large companies with large marketing budgets, top consulting firms such as Accenture and Deloitte now provide marketing technology services that range from strategy to implementation and management. These firms are smartly leveraging their IT expertise and experience to deliver a suite of complementary marketing services. 

With a stack framework in place, category/functional specialists and agencies can deliver exceptional value once you know what type of technology you need.  You can find experts in virtually every technology category. Agencies that are category/functional experts (e.g. SEO, Digital Advertising) will in many instances source and then deploy and manage technology on their client’s behalf. This is particularly helpful in resource- or expertise-constrained environments and virtually mandatory in a startup environment.
marketingIO's insight:

Plenty of room for mid-size consulting firms to provide stack 'n strategy.

 

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Facebook, YouTube, and Twitter Have a Surprising New Threat: Blockchain - Inc.

Facebook, YouTube, and Twitter Have a Surprising New Threat: Blockchain - Inc. | The MarTech Digest | Scoop.it
These platforms, like the one designed by Synereo--it's called WildSpark--hope to disrupt the attention economy by changing the way people create, share, and monetize content. Users can upload and access content on distributed ledgers, removing the need for a central corporate hub.

Built on a blockchain platforms, these ecosystems are designed to create a fully decentralized content sharing ecosystem. Legacy models of centralization and profiteering can be replaced with machines. In this way, blockchain technology is outsourcing management to the machines. This change has benefits for users and creators alike.

Creators are given a vehicle to monetize their content. The platform allows creators to upload and advertise content, and, as users watch, read, or access the content, the system allows them to amplify the content by contributing digital tokens to the creators.
marketingIO's insight:

Blockchain will be the reason for a complete reinvention of marketing.

 

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The 12 Best Event Marketing Tools - V3B

The 12 Best Event Marketing Tools - V3B | The MarTech Digest | Scoop.it
Attendease

Bizzabo

Certain

etouches

ExhibitForce

Entombs

EventSquid

G2Planet

Hubb

Lanyon/Cvent

RainFocus

WebEvents
marketingIO's insight:

What does your event tech stack look like?

 

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GDPR is Around the Corner. How Prepared Are You? - CIO.com

GDPR is Around the Corner. How Prepared Are You? - CIO.com | The MarTech Digest | Scoop.it
There are two categories of sanctions with associated fines associated for non-compliance. Companies may fall into minor or technical and major violations. Each can range from about €12 million to €20 million ($15 to $24 million USD) and above. Should individuals suffer damages from non-compliance, untapped liability may ripple across the value chain, adds Precsenyi.

marketingIO's insight:

Draconian. 

 

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Who Should Own Lead Generation For A Complex Sale? | Marketing Insider Group

Lead generation is a part of both sales and marketing job to generate revenue. But how exactly they accomplish it is different. It comes down to collaboration. You need to work together on topics ranging from revenue goals backward to opportunities and qualified leads. Additionally, you need to get alignment on messaging, ideal customer profile, universal lead definition, qualification criteria, and lead routing. In sum, treat lead generation as a shared responsibility to generate revenue, and understanding who is doing what, and improving collaborating you’ll achieve better results.

marketingIO's insight:

The real answer: sales and marketing OPERATIONS. Ops can frame-out a data-driven ABM approach.

 

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Marketing Automation Still a Work-in-Progress for Most B2B Firms - Act-On Blog

Marketing Automation Still a Work-in-Progress for Most B2B Firms - Act-On Blog | The MarTech Digest | Scoop.it
Completing this maturation is where the biggest opportunity lies, because doing so is what allows a marketing organization to transform itself from an expense to a revenue-generating center. Here’s why:

1. A properly implemented marketing automation system becomes the most important repository of customer data. If it doesn’t contain the data directly, it can integrate with other, important customer data sources. It logs the customer’s buying journey, recording all the touchpoints, and as such, this data is a massive source of potential energy.

2. Marketing automation systems have the tools to turn this customer data into kinetic energy, in a way that measurably impacts revenue.

The study report makes it clear that for many companies, the marketing automation toolbox is under-utilized, but in which areas? Companies that are leaders in the use of marketing automation are exploiting account-based marketing, doing sophisticated lead scoring and nurturing, integrating business intelligence and social data to get precise insights into individual customers. These insights are actionable, allowing sales and marketing team members to do things that accelerate sales, expand deal sizes, increase retention and loyalty, get referrals, or all of these outcomes.
marketingIO's insight:

Act-On's take on the Act-On study. CT for the link to the study.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Building an Analytical Marketing Framework - MarTech Advisor

Building an Analytical Marketing Framework - MarTech Advisor | The MarTech Digest | Scoop.it
The right approach for SAS was a ground up renovation to better integrate channels and create a new customer-centric view of the market. We needed a way to monitor all of the campaigns in a centralized fashion. This meant creating unified experiences across all channels to deliver to customers the personalized attention they are asking for. And we started by establishing an Analytical Marketing Functional Framework that would serve as the foundational structure.
marketingIO's insight:

The SAS approach, built when they needed it. Smart.

 

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Agile Analytics - The Ultimate Guide - Search Engine People

Agile Analytics - The Ultimate Guide - Search Engine People | The MarTech Digest | Scoop.it
Digital analytics projects are ever changing and dynamic. These characteristics make project management for digital analytics challenging and unique; they are also a key reason why agile methods are appropriate.

The idea of a traditional digital analytics project management is pretty much the same as the Waterfall methodology for software development:

Gather Business Requirements from our stakeholders to define the KPI, metrics and dimension.
Start tagging the website and collecting the required information.
Build reports and do some analysis using those metrics and dimensions. In order, to improve our KPIs. In other words, dive in the depth of an ocean of data to find the rare gem and email or present it with the report as an insight in order to drive actions.
marketingIO's insight:

Good idea, smart approach.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Has Marketing Automation Started Making Sense? | Marketing | TechNewsWorld

Has Marketing Automation Started Making Sense? | Marketing | TechNewsWorld | The MarTech Digest | Scoop.it
Among the other key findings:

Only 27 percent of the respondents strongly agreed that marketing automation had resulted in increased contributions to the pipeline. Forty-nine percent somewhat disagreed, and 20 percent strongly disagreed.
Twenty-four percent of respondents strongly agreed that marketing automation was delivering ROI, while 55 percent somewhat agreed that it was, and 18 percent somewhat disagreed.
Twenty-four percent strongly agreed that they were more efficient because of marketing automation. Fifty-eight percent somewhat agreed, and 13 percent somewhat disagreed.
Thirty-seven percent agreed they were using marketing automation to its fullest capacity, while 38 percent say they somewhat agreed that they were, and 23 percent somewhat disagreed.
marketingIO's insight:

More from the Act-On report.

 

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Microsoft Sets Dynamics Marketing Expiration Date for May 2018 - CMSwire

Microsoft Sets Dynamics Marketing Expiration Date for May 2018 - CMSwire | The MarTech Digest | Scoop.it
Last October, Microsoft told its Dynamics 365 and CRM ecosystem it would stop offering new customer contracts for Microsoft Dynamics Marketing (MDM) in November 2016.

On Aug. 18, 2017, the Redmond, Wash.-based vendor took this a step further and announced it will discontinue MDM as of May 15, 2018, or when a customer's subscription runs out, whichever happens first. Until then, Microsoft is offering fix-break support to customers.

To help these customers out, Microsoft is offering a 90 day grace period to retrieve data following the discontinuation date, which gives organizations until the middle of August 2018 to get their data out.

The company is suggesting organizations wait for the launch of its new online service, Microsoft Dynamics 365 for Marketing, which has an expected release of Spring 2018. Businesses also have the option to sign up for a preview edition as well.
marketingIO's insight:

Uh, no. Contact me for recommendations.

 

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The Top 10 Social Media Listening Tools for Budget Marketers - Social Media Explorer

The Top 10 Social Media Listening Tools for Budget Marketers - Social Media Explorer | The MarTech Digest | Scoop.it
Brand24

nTuitive Social

Klout

BuzzSumo

TweetReach

SocialMention

HootSuite

Twitonomy

Mention

Nuvi
marketingIO's insight:

A description for each when you CT.

 

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4 Areas of Social Media Marketing You Need to Invest in Today - Smart Insights

4 Areas of Social Media Marketing You Need to Invest in Today - Smart Insights | The MarTech Digest | Scoop.it
The following are four areas of social media marketing that you should invest in today.

1. Social media care  

2. Content curation

3. Influencer marketing

4. Social media PR
marketingIO's insight:

CT for details. Not certain that Influencer Marketing fits in here as it is a topic in and of itself.

 

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Could Organic Click Through Rates Disappear By 2020? - Forbes

Could Organic Click Through Rates Disappear By 2020? - Forbes | The MarTech Digest | Scoop.it
Let’s take a look at the threatening factors.

The Google Knowledge Graph

Instant Functionality

Google is also attempting to capitalize on instant functions within its search engine, turning itself into a tool for other functions as much as it is a general-purpose search engine.

Digital Assistants

The Rise of Apps

Google has made a number of recent updates increasing the visibility and priority of apps over traditional websites. 
marketingIO's insight:

It's changing beneath us. 

 

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Rupesh Kumar's curator insight, August 21, 1:39 PM
mind-boggling article. If it happens then what??