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Eye-Tracking Study: Native Ads Outperform Banner Ads [Infographic] - Profs

Eye-Tracking Study: Native Ads Outperform Banner Ads [Infographic] - Profs | The MarTech Digest | Scoop.it
Advertising - Consumers visually engage with native ads 52% more frequently than traditional banner ads and in an equivalent way to editorial content, according to a new study.
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One Step to Find the Perfect MarTech Consulting Firm

One Step to Find the Perfect MarTech Consulting Firm | The MarTech Digest | Scoop.it

Contact me: joe@marketingIO.com

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Your Must-Read MarTech Digest™, for Friday, 2/17/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 2/17/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

If you enjoy reading The MarTech Digest, please send a snippet of feedback via Twitter to @martechIO. We'll take that snippet and your Twitter handle to use it as social proof. Thanks!!

 

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

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Don't Be a Martech Fred - Gartner

Don't Be a Martech Fred - Gartner | The MarTech Digest | Scoop.it
A Martech Fred has the sophisticated platforms and enjoys talking about their tech stack, but struggle to fully apply that technology. They have a marketing automation platform they still use like a $49 per month batch and blast email tool. They have a powerful CMS they use to deliver a static web experience or advanced analytics technology they use to pull the same reports available from a free solution. So how do we fight Fredness?

  • Writing the check is only the beginning  
  • Commit to training 
  • Know it won’t happen overnight 
marketingIO's insight:

marketingIO converts MarTech Freds.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How Marketing Automation is Set to Evolve in 2017 - BWDISRUPT

How Marketing Automation is Set to Evolve in 2017 - BWDISRUPT | The MarTech Digest | Scoop.it
1. Chatbots

2. Rise of In-the-moment campaigns: Marketers can use real-time social listening platforms so that a customer’s activity on social media triggers marketing messages.

3. Audience targeting eyeing OTS: More and more audience targeting will be driven by cross-channel marketing strategy with a view to increase a customer’s “opportunity to see” (OTS).

4. Unified view of the customer

5. Analytics

6. Mass hyper-personalisation

7. Rise of the CDOs: More than ever before, brands need to go digital or risk failure. Chief Digital Officers (CDOs) are the leaders driving this organisational change. 
marketingIO's insight:

Chatbots floating in and out of workflows are the most appealing (and productive) opportunities.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Anuj Saxena's curator insight, February 18, 2:29 AM
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3 Reasons Marketing Analytics Fall Short - Inc.

3 Reasons Marketing Analytics Fall Short - Inc. | The MarTech Digest | Scoop.it
  • Single Channel Analytics Are Myopic: The great thing about monitoring activity in a particular channel is that one can see what's working and what isn't. Single-channel tools allow companies to optimize what their doing in a particular channel, but they don't provide the entire picture. The entire picture involves multiple channels.
  • Multi-Channel Analytics Stop Short: Marketers are using multi-channel marketing analytics to better understand the customer journey since most of us do research online, buy online, and buy in stores. The question is, what combination of things resulted sale of a particular item?
  • Omni-Channel Analytics Are Nascent: Some people use "omni-channel" and "multi-channel" marketing terms interchangeably, but there's an important distinction: Omni-channel marketing is about a person's experience across channels and multi-channel marketing is about the channels themselves. Omni-channel analytics is where marketing is headed, but it's difficult to do when the metrics in one channel are not accurate. 
marketingIO's insight:

Tag Management should help with omni-channel analytics.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Gartner Digital Marketing Hub Quadrant: The Big Get Bigger | AdExchanger

Gartner Digital Marketing Hub Quadrant: The Big Get Bigger | AdExchanger | The MarTech Digest | Scoop.it
Acquisitions and more mature integrations led Oracle, Adobe and Salesforce to separate sharply from their peers in Gartner’s third Digital Marketing Hub Magic Quadrant, released late Wednesday.

Gartner defined digital marketing hubs as solutions that can combine first-, second- and third-party data across known and anonymous consumers. The hubs also have collaboration and workflow management capabilities, can sequence and coordinate messages across channels and measure outcomes.

Gartner placed Oracle, Salesforce, Adobe and Marketo in the leader category since they could execute and had “completeness of vision,” a rating that includes evaluations around product strategies, innovation, business models and market understanding, among other criteria.
marketingIO's insight:

Surprised and pleased by Marketo's position.

 

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johnleedao's curator insight, February 19, 6:50 AM

Gartner Digital Marketing Hub Quadrant: The Big Get Bigger | AdExchanger

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Why Marketing's Data Skills Gap Isn't as Bad as You Think - CMSwire

Why Marketing's Data Skills Gap Isn't as Bad as You Think - CMSwire | The MarTech Digest | Scoop.it
Some 72 percent of those surveyed said they hoped to acquire data analysis skills within the next two years, and 65 percent agreed that data management is more vital than other skills including web development, graphics design and search engine optimization.

McKinsey has predicted that as of this year, the demand for data scientists will be 60 percent larger than the supply. That’s a pretty dire scenario, right? The good news is that all this talk of data scientist shortages and marketing skills gaps overlooks the improvements made in technology which simplifies data processing and automates many of the data analysis tasks traditionally reserved for fully fledged data experts. 

Such technology will fuel the rise of what some are calling the “citizen data scientist.”
marketingIO's insight:

Democratization of Data is more like it.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How Third Parties Can Hurt Your Marketing Analytics - AllAnalytics

How Third Parties Can Hurt Your Marketing Analytics - AllAnalytics | The MarTech Digest | Scoop.it
In supporting marketing campaigns, analytics solutions have faced an invasion of third-party efforts that can add confusion in measuring meaningful results. Much of these efforts are benign in nature, but analysts must not leave them unchecked. If they do, branding and consumer privacy catastrophes are a risk.

In all, marketers must consider mapping their analytics as an ongoing endeavor, not just a one-time event. There are now many unfamiliar ways to insert more data over time than may have been originally intended. Analysts must be more vigilant on data sources, acknowledging that vetting data quality impacts other kinds of breaches more severe than having poor data for a model.
marketingIO's insight:

And when you CT, a few of the reasons are enlightening. 

 

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How We Increased Our Email Response Rate from ~8% to 34% - Moz

How We Increased Our Email Response Rate from ~8% to 34% - Moz | The MarTech Digest | Scoop.it

To boost our reply rate, we asked ourselves: What makes the best online content so engaging?

The answer: The best online content speaks to the user in terms of value. More specifically, the user's personal values. So, what are these user values that we need to target? Well, to look at that we need to understand today's average user. As opposed to their predecessors, today's savvy post-digital users value personalization, customization, and participation.

Our hypothesis was as follows: If we can craft an email user experience that improves upon these three values, our reply rate will spike. 3 successful tests later, our reply rate has gone from 8% all the way up to 34%.

marketingIO's insight:

"personalization, customization, and participation"

 

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How To Build A Lead Follow Up Machine On Slack - Troops

We spend a lot of time in Slack. For our team, it’s the easiest place to be notified of something that requires immediate attention. So ideally, we wanted our process to be facilitated through Slack.

We then spent some time drawing out different workflows with various tools that required zero engineering resources and ended up with a process facilitated through Slack, using Clearbit, Zapier, & Troops.
marketingIO's insight:

This is a perfect example of Growth Hacking, where bits and pieces are collected into a process that delivers value and results. Brilliant stuff.

 

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How to Motivate Customers Across the Entire Buyer's Journey - Act-On Blog

How to Motivate Customers Across the Entire Buyer's Journey - Act-On Blog | The MarTech Digest | Scoop.it
So, how do you uncover your customers’ motivations? To find out, use the great tools you probably already have in your toolbox:

  • Data is a great starting point. You might look at demographic data of your potential customer base to learn details about their age, income, and interests. These give clues about your potential customers. Put on your detective hat and sleuth around to see what you can uncover. Another data point is past purchase history. If you’re looking at existing customers, look in your CRM database to see what they’ve bought – and when.
  • Eye-tracking is a mechanism used by web and user-experience developers to understand what catches eyes on a website. You could use this tool to see if customers are motivated by flashy ad banners or storytelling content pieces, for instance. Then design your website and campaigns accordingly.
  • Also, hearing straight from the horse’s mouth is a big one. In the future I’m going to write a post about some techniques you can use, but meanwhile the short version of the story is to talk with your customers using polls and panels.
marketingIO's insight:

Can't motivate until you know that which motivates.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How Blockchain Will Evolve In 2017 - Forbes

How Blockchain Will Evolve In 2017 - Forbes | The MarTech Digest | Scoop.it
Growth In Applications: With ongoing research and greater understanding of how the blockchain works, one of the biggest trends I predict in 2017 is the use of this technology in new application areas across industries. 

Regulatory Frameworks: There are signs that greater progress will be made across multiple countries to determine some type of regulatory process that will increase use.

New Levels of Security And Privacy: With issues related to online security, blockchain will gain greater general interest in relation to its security and privacy capabilities. This applies to everything from payments, where hacking and data breaches have plagued online retailers, to companies that provide contracts, agreement forms and data storage.

Global Involvement: The fact that major world powers are now advancing their interest is a good sign for blockchain, as it means that it’s really starting to catch on and could become a more mainstream – albeit still exciting – technology in 2017.
marketingIO's insight:

We need to stay atop of blockchain as it will impact B2B Marketing at some point in the near future.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Email Campaign Preflight Checklist - Use This Before you Push Send | Campaign Monitor

Email Campaign Preflight Checklist - Use This Before you Push Send | Campaign Monitor | The MarTech Digest | Scoop.it
Send your email campaign with confidence. Campaign Monitor designed a preflight checklist to eliminate email send fear and to avoid email sending errors.
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Your Must-Read MarTech Digest™, for Thursday, 2/16/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 2/16/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

If you enjoy reading The MarTech Digest, please send a snippet of feedback via Twitter to @martechIO. We'll take that snippet and your Twitter handle to use it as social proof. Thanks!!

 

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

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Study: Customer experience is main driver of marketing agility, says the CMO Club - Which-50

Study: Customer experience is main driver of marketing agility, says the CMO Club - Which-50 | The MarTech Digest | Scoop.it
CMOs have a much more sophisticated view of the real value digital channels provide than many people give them credit for. That is especially true of those marketing executives who have successfully embedded agility into the way they work. Among the key other findings:

  • Most commonly, the CMO is owner of overall organisational digital strategy, in addition to digital marketing strategy;
  • Almost half of CMOs feel that digital marketing has provided a “much enhanced” view of the customer;
  • Half of CMOs feel that their traditional and digital marketing is only “somewhat aligned”;
  • In B2B enterprises, enhancing the customer experience is considered almost twice as important as increasing sales;
  • Typically, the marketing function defines the need and identifies a solution before turning to the IT function to act as implementer;
  • A new role of marketing technologist is becoming increasingly common;
  • Digital skills are a basic entry requirement for marketing professionals — 71 per cent of CMOs feel that their teams now have at least “basic digital proficiency”.
marketingIO's insight:

We're all growd-up.

 

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Marketing Technologies: How 171 Marketers Build Their Tech Stacks - Conductor

Marketing Technologies: How 171 Marketers Build Their Tech Stacks - Conductor | The MarTech Digest | Scoop.it
Marketing technology budgets are on the rise... so what marketing technologies are marketers including in their tech stacks? What are they relying on?
marketingIO's insight:

Excellent research!

 

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7 Tools for Generating Infinite Content Ideas for Your Blog - QuickSprout

7 Tools for Generating Infinite Content Ideas for Your Blog - QuickSprout | The MarTech Digest | Scoop.it
1. HubSpot’s Blog Topic Generator

2. BuzzSumo

3. Alltop

4. UberSuggest

5. Google Trends

6. Portent’s Content Idea Generator

7. Content Row’s Link Bait Title Generator
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6 Alternative Ways to Boost Your Referral Marketing Program

6 Alternative Ways to Boost Your Referral Marketing Program | The MarTech Digest | Scoop.it
This is a list of 6 alternative ways to keep your referral marketing program going strong.

1. Offer rewards that matter

2. Engage employee advocates

3. Remove unnecessary hurdles

4. Market your referral program

5. Dedicate resources to maintaining it

6. Be transparent
marketingIO's insight:

Messaging is more important than any of these factors...including the offer.

 

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Make the Magic of Your Martech More than an Illusion | The Nimble Blog

Make the Magic of Your Martech More than an Illusion | The Nimble Blog | The MarTech Digest | Scoop.it
Here are four basic reminders to help you successfully implement MarTech before we discuss using it to improve performance.

  • Know what you are trying to achieve.  
  • All MarTech takes data.  
  • Plan for configuration. 
  • Practice your skills. 
marketingIO's insight:

Content is the fuel that drive MarTech, so add that to the basics.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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David Pittman's curator insight, February 17, 8:45 AM
As I'm going through the 2nd marketing automation implementation in 1 year, I find this to be sage advice.
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The Need to Prioritize ROI Isn’t Going Away: 5 Digital Marketing Metrics to Master - Marketing Insider Group

The Need to Prioritize ROI Isn’t Going Away: 5 Digital Marketing Metrics to Master - Marketing Insider Group | The MarTech Digest | Scoop.it
  • CLICK-THROUGH-RATES ON EMAIL MARKETING CAMPAIGNS
  • CONVERSION RATES
  • VALUE OF SITE INTERACTION
  • SOCIAL SHARES
  • ROI
marketingIO's insight:

Without a lock-down attribution model, you just can't do it.

 

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Poor Marketing Data Costs Online Businesses $611 Billion Per Year - cognitiveSEO

Poor Marketing Data Costs Online Businesses $611 Billion Per Year - cognitiveSEO | The MarTech Digest | Scoop.it
An in-depth study on how poor marketing data can affect everything from your digital marketing strategies to your conversion rates.
marketingIO's insight:

I've scooped only the outline to this well-researched study. Moral of the story: clean it as often as your bathroom.

 

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B2B Paid Content Distribution: Facebook vs. LinkedIn - Social Media Week

B2B Paid Content Distribution: Facebook vs. LinkedIn - Social Media Week | The MarTech Digest | Scoop.it
Top-of-funnel content: Facebook, since it’s a very efficient way to build an audience.

Gated lead-gen and bottom-funnel content: LinkedIn. When the payoff is bigger, the targeting and context make up for the price tag.
marketingIO's insight:

Here's the right answer: TEST!

 

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Small Business CRMs vs Enterprise CRMs: How They are Different and Which One is Right for Your Company? - Capterra Blog

Small Business CRMs vs Enterprise CRMs: How They are Different and Which One is Right for Your Company? - Capterra Blog | The MarTech Digest | Scoop.it
4 factors to keep in mind while CRM shopping

1. Simplicity : your CRM will only help you as much as you use it, so get one that you’ll actually work with every day. Make sure you can use your CRM— or hire someone to show you how.

2. Features : there’s a difference between “want” and “need,” and it’s important to figure that out before you buy a CRM.

3. Price : although many CRMs are marketed towards different businesses— small vs. enterprise— at different pricing tiers, exclusively small business CRMs are usually more affordable than CRMs that were originally created for enterprises, and then stripped of their fancier features at lower pricing tiers.

4. What your business needs now: stick with software meant for your company’s size right now. 
marketingIO's insight:

5. Outside Resources: do you need to deploy outside resources to build and maintain your instance?

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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20 Steps to Take After Your B2B Event to Ensure Future Success [Infographic] - MarketingProfs

20 Steps to Take After Your B2B Event to Ensure Future Success [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
From thanking attendees to seeking feedback and getting publicity, this infographic outlines 20 steps to take after your B2B event to ensure happy attendees - and the success of your next event.
marketingIO's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Design Trends 2017 - Visual Contenting

Design Trends 2017 - Visual Contenting | The MarTech Digest | Scoop.it
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