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How to Assess an Ad's Creativity - HBR

How to Assess an Ad's Creativity - HBR | The MarTech Digest | Scoop.it
This test can help you better target your ad investments.


Originality: An original ad comprises elements that are rare, surprising, or move away from the obvious and commonplace. The focal element here is uniqueness of the ideas or features contained in the ad.

Flexibility: Flexibility is seen in an ad's ability to link a product to a range of different uses or ideas.

Elaboration:  Many ads are creative because they contain unexpected details or extend basic ideas so they become more intricate and complicated.

Synthesis: An ad that is creative along this dimension blends normally unrelated objects or ideas.

Artistic Value: Ads with a high level of artistic creativity contain aesthetically appealing verbal, visual or sound elements. Their production quality is high, their dialog is clever, their color palettes is original, or their choice of music is somehow memorable.

 

Combining elaboration with originality had almost double the average impact of a creative pairing on sales, closely followed by the combination of Artistic Value and Originality (1.89, accounting for 11% of all combos). The weakest combination was flexibility and elaboration, which had less than half the average pairing's impact on sales. Yet we found that in terms of usage there was little difference between them: advertisers did not seem to favor any one combination over the other.

marketingIO's insight:

So damn subjective. Regardless, the question is how can this information be used by the B2B marketer? We think that you may substitute "advertising" with "content marketing" so that the combination of elaboration and originality may have an impact on your demand generation efforts. Having said that, isn't the combination of elaboration and originality really the element of surprise? And isn't surprise one of the marketer's greatest tools? End result: THE TOPICS OF YOUR CONTENT SHOULD ELICIT SURPRISE!


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Your Must-Read MarTech Digest™, for Monday, 9/26/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday, 9/26/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Getting Personal AFTER the Click | SiriusDecisions

Getting Personal AFTER the Click | SiriusDecisions | The MarTech Digest | Scoop.it
Web personalization platforms give organizations the ability to personalize beyond the referring source. Most platforms personalize based on behavioral attributes, such as content interacted with, pages visited, time on page or site, or previous activity in the marketing automation platforms. Furthermore, some platforms can personalize an experience using an organization's own first-party data, or third-party data that is accessible within the platform itself or through an integration with a data provider. Personalization could be as basic as by name or account, or more advanced such as by industry or even persona. Web personalization platforms also typically allow for A/B or multivariate testing, and some platforms generate predictive recommendations for the best-performing content and actions.

If you're running digital advertising and are not measuring beyond the click, you could potentially be leaving a lot of money on the table in the form of missed conversions. Measuring beyond the click is the only true way to measure the success of your digital advertising. If you are measuring beyond the click and looking to optimize your Web performance to drive deeper experiences with your buyers beyond the initial click, Web personalization might be for you. Visit the SiriusDecisions Marketplace to explore some Web personalization vendors
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In Search of Meaningful Metrics - Gartner

In Search of Meaningful Metrics - Gartner | The MarTech Digest | Scoop.it
Picking the right metric to rely on is hugely difficult.  More importantly we might need to rethink the approach:

  • There is no such thing as the perfect analytic.  Just pick one and see how useful it is to test your hypothesis or idea
  • Things will invariably change and render the chosen analytic less useful – its just a matter of time
  • Pick a metric that is meaningful but use other secondary metrics to gauge the efficacy of your main guardrail
  • Be ready to evaluate current and adopt new key/leading indicators on a regular basis to avoid atrophy
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How B2B Marketers Can Benefit From A More Agile And Intelligent CRM - Demand Gen Report

B2B marketers can benefit from a more agile CRM in several ways:

  • Agility To Run And Adjust Marketing Campaigns
  • Intelligent Lead Management
  • Next-Gen Lead Scoring
  • Intelligent Nurturing Campaigns
  • Streamline Processes Across Entire Customer Journey
marketingIO's insight:

If it walks like marketing automation, talks like marketing automation, ...

 

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Three Proven Ways To Double Your Results On LinkedIn - Forbes

Three Proven Ways To Double Your Results On LinkedIn - Forbes | The MarTech Digest | Scoop.it
1. Put something besides your job title in your headline. 

2. Include a great Summary. 

3. Write at least two articles. 
marketingIO's insight:

Many examples upon CT.

 

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State of Marketing Attribution - Econsultancy

State of Marketing Attribution - Econsultancy | The MarTech Digest | Scoop.it
Key findings
  • While four in five organisations carry out marketing attribution, less than a third (31%) do so on the majority of or all their campaigns and analyse results.
  • The issues which restrict marketers’ ability to carry out attribution or implement it properly are mainly around a lack of knowledge (58%), lack of time (44%) and technology limitations (41%).
  • Organisations are lagging behind when it comes to more complex attribution models, with nearly half still using last-click models. More worryingly, a similar proportion use first-click, a less intuitive form of attribution.
  • While algorithmic and custom attribution feature among the most effective models (96% and 89% respectively claim they are ‘very’ or ‘somewhat’ effective), less than a quarter (23%) of responding organisations use these methods.
  • Around half of marketers choose off-the-shelf vendor technology for marketing attribution, while 44% opt for custom-built technology. Over two-fifths (42%) are still resorting to manual attribution with the use of spreadsheet data.
  • When asked about areas with the biggest issues and gaps, creating a culture of measurement and accuracy (59%), campaign tracking/tagging (56%) and data validation/normalisation (56%) were cited as top-three challenges.
  • Nearly 60% of responding organisations don’t action the insights they get from attribution.
marketingIO's insight:

The full report is available for purchase when you CT.

 

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9 tools to help you succeed with Google SERP features - Search Engine Land

9 tools to help you succeed with Google SERP features - Search Engine Land | The MarTech Digest | Scoop.it
1. Yotpo’s Search Enhancements
2. Google’s Structured Data Testing Tool
3. Data Highlighter
4. Schema-friendly WordPress themes
5. Schema markup WordPress plugins
6. Moz Pro’s Advanced SERP Feature Tracking
7. Rank Ranger’s Google SERP Features Tool
8. STAT
marketingIO's insight:

CT for details and links.

 

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What Makes B2B Content Remarkable for Buyers? - Kissmetrics

What Makes B2B Content Remarkable for Buyers? - Kissmetrics | The MarTech Digest | Scoop.it
Include Emotion in Your B2B Content
What does research say about emotions in the B2B buying process? They play a far larger role than you think. 

And of Course…B2B Buyers Use Logic Too
While buyers use more emotion in their decision than consumers, they also have to line up all the facts. But most B2B content doesn’t give them what they want in this respect either.

The Amount of Trust Buyers Give Your Content Depends on Its Source
How your buyer comes into contact with your content directly affects the amount of trust they give it. If they stumble across a blog post or get the exact same content from your sales team, they place a far different level of trust in it.

Buyers, Including Millennials, Want Their Content in a Certain Format
Both veteran and young professionals still prefer plain ol’ text.
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Advanced Video Retargeting – Full Funnel Video Marketing - Shakr

Advanced Video Retargeting – Full Funnel Video Marketing - Shakr | The MarTech Digest | Scoop.it
Facebook video ads are one of the most cost-effective brand awareness mediums out there today. A video view on Facebook can be bought for as little as a few cents, so it’s easy for brands to reach a new audience and raise awareness via Facebook video ads. Another prime usage for video is retargeting. Video retargeting on Facebook and YouTube is a great way for brands to reconnect with website visitors and fans of the brand. Video is a content medium that is especially well suited for retargeting. The people who are already familiar with you are more likely to watch a video from you. They know your brand, what to expect and you get the chance to re-establish a connection with a visitor that might have waned. So is there a way to combine two of the most effective ways to use video marketing? Raise brand awareness AND retarget people, at the same time? Many marketers who are using Facebook video ads are missing a HUGE opportunity, and that is to use full funnel video marketing. This is made possible by a little-known feature of Facebook Power Editor. In this post, you’ll learn how to do advanced video retargeting, and how to set up a full funnel video marketing strategy, where you guide your viewers all the way from not knowing about you at all to converting to a lead or a customer.

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How To Use Google Keyword Planner Tool For Keyword Research - Digital Information World

How To Use Google Keyword Planner Tool For Keyword Research - Digital Information World | The MarTech Digest | Scoop.it
As you probably know, the key to conversions is largely in getting organic traffic from search engine results. Getting those organic hits is dependent upon your ability to find the right keywords to include in your landing pages, blogs, and other content. This is where the Google Keyword Planner comes into play. If you’ve never used it before, Keyword Planner is a tool that Google provides, for free, to users who want to increase traffic to their websites and blogs. It does this by providing a means to find the best keywords for your business. The following tutorial will serve as a bit of a guide.
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Bombora gives marketers self-service access to its B2B surge intent data - Marketing Land

Bombora gives marketers self-service access to its B2B surge intent data - Marketing Land | The MarTech Digest | Scoop.it
B2B intent data provider Bombora is today making its account-based surge data available directly through a self-service dashboard. Bombora collects data showing when employees of Company X have viewed web pages about, say, routers, or downloaded white papers on the topic. A firm that makes routers, for example, might want to get a list of companies that are interested in routers.

When there’s a lot of such activity from that company within a three-week period, compared with other three-week periods in a given quarter, Bombora considers it a surge of interest. Bombora provides intent data about visits to 3,000 specialized business sites participating in its data co-op, whose members share their visitor data in order to learn more about who comes to their sites.
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Penguin is now part of our core algorithm - Google

Penguin is now part of our core algorithm - Google | The MarTech Digest | Scoop.it
Here are the key changes you'll see, which were also among webmasters' top requests to us:
  • Penguin is now real-time. Historically, the list of sites affected by Penguin was periodically refreshed at the same time. Once a webmaster considerably improved their site and its presence on the internet, many of Google's algorithms would take that into consideration very fast, but others, like Penguin, needed to be refreshed. With this change, Penguin's data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page. It also means we're not going to comment on future refreshes.
  • Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site. 
marketingIO's insight:

Note no more updates, given that it is now in real-time.

 

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Your Must-Read MarTech Digest™, for Friday, 9/23/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 9/23/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Demand Creation? Yeah, We Got That | SiriusDecisions

Demand Creation? Yeah, We Got That | SiriusDecisions | The MarTech Digest | Scoop.it
For those who are not complacent, here are five areas of demand creation research areas that SiriusDecisions is leading that should make your “what’s next” or “future picture” list:

  • A continuously learning prospect database. 
  • An agile program management process. 
  • Programmatic ad buying. 
  • Getting ready for GDPR. By May 25, 2018, all companies doing business in the EU, irrespective of their headquarters location, must comply with the new General Data Protection Regulation (GDPR) and secure an opt-in before being able to establish an ongoing marketing dialogue with a prospect. 
  • Embedded digital. 
marketingIO's insight:

Details (important at that) when you CT.

 

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4 Steps to Get Started with Marketing Automation - Act-On

4 Steps to Get Started with Marketing Automation - Act-On | The MarTech Digest | Scoop.it
Getting started with marketing automation doesn’t have to be hard. 4 proactive steps to make onboarding marketing automation more organized.
marketingIO's insight:

CT for the details.

 

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Why LinkedIn sees messaging (and bots) as the next frontier for networking - VentureBeat

Why LinkedIn sees messaging (and bots) as the next frontier for networking - VentureBeat | The MarTech Digest | Scoop.it
LinkedIn says that more than half of its members interact with messages weekly, but that wasn’t originally the case. Until last August, the service’s message tool was rather archaic, falling behind the instant messaging-like feature users enjoyed on Facebook Messenger, Kik, and Skype — it was the equivalent of an email service provider. To get Messaging where it is today, LinkedIn utilized the team and technology from two acquisitions: pre-meeting intelligence startup Refresh.io and meeting collaboration tool Mumbo.

LinkedIn’s goal is to continue driving engagement to messaging, something it teased on Thursday. Mark Hull, LinkedIn’s senior director of product management claimed that LinkedIn has become a meaningful member-to-member format because it’s not a medium that’s flooded with marketing messages.
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7 advanced conversion strategies you probably don't know - Marketing Land

7 advanced conversion strategies you probably don't know - Marketing Land | The MarTech Digest | Scoop.it
1. Setting a tripwire to get people into your funnel
2. Setting up email automation for people who get into your pipeline
3. Using animation to highlight your calls to action
4. Detecting a user’s location and serve a landing page specific to that area
5. Shopping cart marketing
6. Creating CTAs and tripwires specific to the content the visitor is viewing
7. Setting up funnel analysis from start to finish
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How Much Money Do You Really Need To Build An Inbound Marketing Strategy? - Forbes

How Much Money Do You Really Need To Build An Inbound Marketing Strategy? - Forbes | The MarTech Digest | Scoop.it
Main Outlets

  • Content marketing. 
  • SEO. 
  • Social media marketing. 
Important Variables

  • Niche. 
  • Competition. 
  • Priorities. 
  • Pacing. 
Getting Started

  • fixing any SEO issues with your site,
  • establishing a blogging or content marketing platform, and
  • building and optimizing your social media profiles.
marketingIO's insight:

Blocking 'n tackling.

 

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Paid vs. Organic Social Media: Which Is More Effective? - Profs

Paid vs. Organic Social Media: Which Is More Effective? - Profs | The MarTech Digest | Scoop.it
Social Media - Most enterprise marketers say paid social media is more effective than organic (unpaid) social media in helping their business achieve its goals, according to recent research from Clutch.
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Everything you need to know about Google's 'Possum' algorithm update - Search Engine Land

Everything you need to know about Google's 'Possum' algorithm update - Search Engine Land | The MarTech Digest | Scoop.it
Based on the dozens of ranking reports I’ve analyzed, I would say this is the biggest update we have seen in Local since Pigeon in 2014. One of the main things that updated was Google’s filter that applies to the local results.

1. Businesses that fall outside of the physical city limits saw a huge spike in ranking.
2. Google is now filtering based on address and affiliation.

3. The physical location of the searcher is more important than it was before.

4. Search results vary more based on slight variations of the keyword searched.

5. The local filter seems to be running more independently from the organic filter.
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Oracle AI: Adaptive Intelligence - Enterprise Irregulars

Oracle AI: Adaptive Intelligence - Enterprise Irregulars | The MarTech Digest | Scoop.it
One of the more interesting announcements this week at Oracle OpenWorld is around its Adaptive Intelligent Applications. Steve had said

Some of the apps being planned in this category are

  • Smart Offers and Actions
  • Best Fit Candidates
  • Best Value Freight
  • Optimized Payment Terms
marketingIO's insight:

So to Oracle, AI refers to Adaptive Intelligence?

 

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AI for CRM: The Complete Guide - Salesforce.com

AI for CRM: The Complete Guide - Salesforce.com | The MarTech Digest | Scoop.it

"It’s a primer on AI: how greater processing power, better data models, and the insights gleaned from Big Data took computing in different directions. But it’s also the first step in a conversation about how AI will revolutionize the customer relationship, making customer relationship management (CRM) smarter than it’s ever been.

AI will be integrated into the foundation of everything we do going forward. With Salesforce Einstein, we are solving all kinds of questions. Some will look familiar; some will be totally new:

  • Are you selling the right product to the right customer at the right time?
  • Are you servicing customers on the right channel by the right agent?
  • Are you marketing on the right channel at the right time with the best content?
  • Are you building apps that leverage the predictive power of AI?"
marketingIO's insight:

Note that SFDC refers to AI as artificial intelligence. Now go to the adjacent post to see Oracle's reference...

 

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Weebly’s online platform adds email marketing - VentureBeat

Weebly’s online platform adds email marketing - VentureBeat | The MarTech Digest | Scoop.it
Weebly launched in 2007, at a time when businesses wanted an easy, drag-and-drop, “what you see is what you get” (WYSIWYG) approach to websites. But the space was crowded, and it found itself going up against Wix and Squarespace, as well as Tumblr, WordPress, Facebook, and services from hosting providers like GoDaddy, 1&1, and Web.com.

Time seems to have been on Weebly’s side, however, as it now has 40 million entrepreneurs using its website builder and its ecommerce marketplace. Not one to rest on its laurels, however, the company is launching the fourth generation of its platform today. Weebly has not only evolved its online stores to rival Shopify’s, this offering also includes an email marketing module developed in-house.
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[FREE] Market Guide for Predictive Analytics Applications for B2B Sales & Marketing - Lattice

[FREE] Market Guide for Predictive Analytics Applications for B2B Sales & Marketing - Lattice | The MarTech Digest | Scoop.it
In this Report:
  • How predictive analytics offers a compelling ROI potential that will lead to a rapid growth within the next two hours.
  • Vendors now offer broad solutions that address many different use cases.  Anything from segmentation to account selection.
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Become a Data-Driven B2B Marketer [Ebook] - Marketo

Become a Data-Driven B2B Marketer [Ebook] - Marketo | The MarTech Digest | Scoop.it
When it comes to metrics, it’s easy to get sidetracked by analysis paralysis, so begin by asking yourself the following questions:

  • What are your business objectives?
  • What does success look like?
  • Do your key stakeholders have the same viewpoint?
To identify the right metrics, be clear about your business objectives first, then determine what to measure. Each phase of the buyer’s journey will map to different business objectives and thus will need the matching metrics to determine “success.” Different stakeholders may also define success differently depending on the role and business function that they have. For instance, marketing campaign managers are probably interested in understanding the marketing performance on a program-by-program basis, while a marketing director might be more interested in how the different marketing channels are performing against (and with) one another in order to allocate marketing spend accordingly.
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