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Smarter Engagement: Bypass Biases in Social Media – Think Insights – Google

Smarter Engagement: Bypass Biases in Social Media – Think Insights – Google | The MarTech Digest | Scoop.it
Brands use social media to engage and deepen relationships with consumers. But Wharton School’s Pinar Yildirim warns of the risk in sensational content and minority opinions when it comes to user-generated content (UGC).


Digest...


We know it’s good to engage your customers. It’s not true, however, that any engagement is good engagement. Brands should not have blind faith in high numbers. Instead, media managers’ goal should be meaningful interactions that deepen relationships with their best customers.

 

The right metrics in social media are crucial, but interpretation is just as important and this is where I’m going to focus. When it comes to social media content, there are two tendencies to be wary of — sensationalism and extreme opinions.

 

So, my first piece of advice for managers is: do not to fall into the sensationalism trap and be careful how you interpret social media. Emotional, controversial, or exaggerated messaging might attract attention — and even boost your social media fans or followers’ number in the short term — but are people really buying into your brand? Moreover, could it be harmful in the long term? If brand-related content is going to chime in on the topic of the moment, make sure it does so in a way that ties back to your brand and what it stands for.

 

This brings us to my second piece of advice. When social media’s most active users are consumers with polarized opinions, managers must carefully interpret the data they gather from it. It can be detrimental when companies – and big data analysts – treat the opinions of a small, and possibly polarized, vocal group as representing the opinions of the rest.

marketingIO's insight:

Dr. Yildirim is spot-on: we can all get excited about the minority opinion, be it good or bad. That's the void you risk falling into without proper metrics in place. Stay away from the most vocal and stick with the fundamentals.


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Your Must-Read MarTech Digest™, for Monday, 6/26/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday, 6/26/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

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

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Monday, 6/26/17 #MarTech #DigitalMarketing

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Make it Matter: Strategically Tackling Marketing Ops | CustomerThink

Make it Matter: Strategically Tackling Marketing Ops | CustomerThink | The MarTech Digest | Scoop.it
  • Get involved with planning – Strategy is not an afterthought or something you can jump into midway. Ops needs to be involved with every aspect of growth strategy – from defining goals and developing execution plans to analyzing results and making recommendations to improve outcomes. 
  • Build alliances across the organization – Marketing ops leaders need to work closely with Sales Ops, Customer Success, Finance, IT, etc. 
  • Play a role in budget development – Be sure to get involved with budget planning. Start research now for the tools you’d like to implement next year. If adding a new person to the team would take a lot of “Make It Happen” work off your plate so you can focus more on “Make It Matter” strategy, build the business case and include the new addition in your budget recommendations.
marketingIO's insight:

The 2nd most overlooked function today.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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How To Prevent Chief Marketing Officer Failure - Forbes

How To Prevent Chief Marketing Officer Failure - Forbes | The MarTech Digest | Scoop.it
Take the reins. More than ¾ of CMOs in my research did not believe that they had the right role design to maximize marketing performance. Most believed that they didn’t have the breadth of responsibility needed to deliver CEO expectations or drive results. A few believed that their role was too broad (too much responsibility) and it was impacting their ability to have impact but most believed the role was too narrow. Of those who believed that the role was designed correctly, most had participated in the design of the role prior to accepting the job. This indicates how important it is for CMOs, in the absence of well-written job descriptions and in the case of many poorly designed roles, to negotiate and co-create the role themselves. Simply, CEOs don’t have the expertise to understand how to craft and staff the CMO role and executive recruiters are struggling to help them. It is really up to the CMO to drive the discussion before accepting a new job.

marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Martech's Fables of Abundance - Gartner

Martech's Fables of Abundance - Gartner | The MarTech Digest | Scoop.it
Too often, we find, marketers treat features and functionality as the end goal, rather than focusing on the goals they want to achieve and using martech functionality as the means to that end. “Your ability to identify and deploy martech solutions that fit your organization and meet your business needs,” observes Adam Sarner (Gartner client subscription again required), “depends on accurately assessing your capabilities and goals. Forging ahead otherwise risks wasting martech resources on solutions that fall short of expectations.”

Start with your goals and work your way back to the functionality you need to realize them. Inventory your existing martech portfolio, identify areas where you can consolidate (including reducing unused seats or licenses) and squeeze more out of what you have by emphasizing ongoing training and education. These are three steps Bryan Yeager identifies (you know the drill) for marketers to follow to get the most value from their existing martech investments before adding new applications. A side benefit is that you also get to avoid the ignominious fate of becoming a “Martech Fred” (an organization that overspends on and subsequently underutilizes its marketing technology).
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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How to turn marketing efficiency into growth | McKinsey & Company

How to turn marketing efficiency into growth | McKinsey & Company | The MarTech Digest | Scoop.it
Growth leaders are adept at finding money to invest in initiatives that drive revenue. In this interview, Libby Chambers, Western Union’s chief strategy, product and marketing officer since 2015, talks with McKinsey’s Barr Seitz about how she has focused on ratcheting up marketing effectiveness and efficiency to release funds for growth programs.

marketingIO's insight:

To outline the content in this article is to shortchange it. CT!

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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An email personalisation planning template (with brand examples) - Econsultancy

An email personalisation planning template (with brand examples) - Econsultancy | The MarTech Digest | Scoop.it

Marketers are doing these two things wrong
1) They treat personalisation as the objective instead of a tactic designed to achieve the objective
2) They lead with technology, not with strategy

A personalisation planning template, from objective to tactics
1. Determine the objective
2. Develop the strategy

  • a) Reward me
  • b) Remind me
  • c) Recognise me
  • d) Recommend for me
  • e) Support me

3. Choose the tactics. Overt versus covert personalisation:

Overt personalisation shows the recipient clearly that the email is meant for her and her alone by including data such as name, location, behaviour, purchases, recommendations, etc. 

Covert personalisation is subtle, appropriate when an in-your-face approach could turn off customers – they might not expect you to have that data on them, for example.  The covert approach allows you to send highly personalised messages without crossing the line into unexpected (creepy) personalisation.

marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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What is GraphQL and why should you care? The future of APIs - Enterprise Irregulars

What is GraphQL and why should you care? The future of APIs - Enterprise Irregulars | The MarTech Digest | Scoop.it
GraphQL is an open source technology created by Facebook that is getting a fair bit of attention of late. It is set to make a major impact on how APIs are designed. GraphQL is primarily about designing your APIs more effectively, and being more specific about access to your data sources.

So what about Facebook? It built GraphQL because it needed something powerful enough to describe Facebook’s API structure, but easy to learn by mobile developers. It is seeing billions of API calls a day now, so we know it scales. As Facebook points out, the shape of the query mirrors the shape of the response, which is cool.

In summary GraphQL maps pretty well to new API-driven models such as serverless. Michael Unger from Neo4j feels REST is worth retiring. That said, technologies don’t die overnight. REST is hardly going to disappear overnight. But for a class of problems for high scale sites it’s we’re going to see significant adoption of GraphQL. Google Trends shows growing interest in GraphQL and gRPC. GraphQL maps to external consumption of APIs, with gRPC for internal. They’re both clearly spiking in interest.
marketingIO's insight:

An excellent backgrounder on GraphQL.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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SaaS Sales Technology Trends: A Predictive Look Into The Future - Sales Hacker

SaaS Sales Technology Trends: A Predictive Look Into The Future - Sales Hacker | The MarTech Digest | Scoop.it
What we are seeing today in the SaaS sales landscape looks very similar to what we saw happening in the marketing landscape 5 years ago.

Every year emerging sales tools come into the mix, but the market didn’t yet reach the fragmentation level that we’re seeing right now in marketing. What we might expect in the sales landscape is a smooth transition to the marketing landscape configuration. Much more variegated and much more crowded.

1. CRM Products
2. Inbound Sales Products}
3. Lead Generation Products: Popular tools used today include Datanyze, ZoomInfo and InsideView.
4. Profile Enrichment Products
5. Outbound Sales Products
6. Predictive Scoring Products
7. Sales Analytics Products
8. Meeting and Demo Products
marketingIO's insight:

Interesting take. We know this: it is expanding and crossing over into marketing technology.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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A guide to getting started on using hashtags on LinkedIn - Biznology

A guide to getting started on using hashtags on LinkedIn - Biznology | The MarTech Digest | Scoop.it
Using hashtags helps you increase your LinkedIn reach and get your updates in front of people outside your immediate LinkedIn network without needing to be connected, get comments, or get likes on your status updates. This raises brand awareness on LinkedIn for your company and your personal brand.

When you visit LinkedIn and type any hashtag into the search bar, you will get a list of relevant people, companies, groups, and posts. Technically, you could also search for jobs with that hashtag, but I haven’t seen many job descriptions using hashtags (yet!).

#SocialSelling is one of the hashtags I use frequently because it’s what I want to be known for. After adding that hashtag to my LinkedIn summary, I now appear in the top ten for social selling on LinkedIn. I also have the term “social selling” woven throughout my headline and profile, so that also improves my LinkedIn search results.
marketingIO's insight:

CT for details on their upcoming webinar.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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The Marketing Automation Software with the Highest Rated Results According to G2 Crowd Summer 2017 Rankings

The Marketing Automation Software with the Highest Rated Results According to G2 Crowd Summer 2017 Rankings | The MarTech Digest | Scoop.it
G2 Crowd, the world’s leading business software review platform, today released the the Summer 2017 Marketing Automation Results Index report to help businesses quickly identify the marketing automation products with the highest rated results. ActiveCampaign received the highest overall results score with an 9.41 out of 10. The average score for the 34 products included in the report was an 8.27.
marketingIO's insight:

Updated. Go here: https://www.g2crowd.com/categories/marketing-automation?segment=all

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Worldwide and U.S. Digital Strategy and Agency Services Forecast, 2017–2021 - IDC

Worldwide and U.S. Digital Strategy and Agency Services Forecast, 2017–2021 - IDC | The MarTech Digest | Scoop.it
"In our most recent survey of digital enterprise leadership worldwide, the vast majority of executives say consulting partners are not just important but critical to digital transformation success. In addition, over 26% of digital executives say budgets for digital consulting and agency services partners will rise 10–25% in over the next 12–24 months, and an additional 12% say budgets will grow over 25%, and 9% expect to see growth of over 50%. As digitization alters the nature of business, competition, supply, and servicing operations, a growing number of organizations of all sizes and maturities will expand their use of digital strategy and agency services to create and/or maintain brand, product, and operational advantage. As more firms adopt digital strategies, executives should expect their relationships with professional services providers to embody a larger digital services capability." — Michael Versace, research director, Digital Strategy Consulting research

marketingIO's insight:

Amazing.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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CabinetM Exceeds 7,000 Products in Its Industry-Leading Marketing Technology Database

CabinetM, the discovery and management platform for marketing technology strategy and digital transformation, today announced it has exceeded 7,000 products in its industry-leading technology database. Comprised of products in marketing technology, sales tech and adtech, CabinetM’s database has catalogued products in more than 300 categories, allowing marketers and those who utilize marketing technology in their roles, to easily find the products they need.
marketingIO's insight:

No one does it better.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Salesforce’s chief scientist says AI winters are over - VentureBeat

Salesforce’s chief scientist says AI winters are over - VentureBeat | The MarTech Digest | Scoop.it
While there’s concerning hype about artificial intelligence in the market today, Salesforce’s chief scientist says researchers don’t have to fear that interest in the field will disappear again.

“At the same time, I don’t think there will be an ‘AI winter’ again, where hype cycles happen and there’s no more funding, and so on, because AI is now running in production,” Richard Socher said during an onstage interview at a Bloomberg event today. “Google search and social media, and now enterprises, are using AI on an ongoing basis — they’re seeing great returns on those investments.”
marketingIO's insight:

Be afraid...

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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HubSpot CRM Integrates With LinkedIn Sales Navigator - MarTech Advisor

HubSpot CRM Integrates With LinkedIn Sales Navigator - MarTech Advisor | The MarTech Digest | Scoop.it
HubSpot, a provider of software products for inbound sales and marketing teams, has announced that it will be combining its CRM with the Sales Navigator of LinkedIn. This will allow the features of the Sales Navigator to be stored inside the company records and contact list in HubSpot CRM.
LinkedIn Sales Navigator is a tool for social selling and is one step ahead of the LinkedIn networking platform. It is a paid tool, and as a result, has a separate interface and parallel features. The features include an activity stream that combines updates and news from companies and individuals. The advanced search mechanism allows sales people to locate outreach, a separate messaging system, and more.
marketingIO's insight:

And please recall the price for the HubSpot CRM!! This combo is a great deal!

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Infographic: Fundamentals of Facebook Marketing - Online Marketing Institute

Infographic: Fundamentals of Facebook Marketing - Online Marketing Institute | The MarTech Digest | Scoop.it
Learn the basics of a Facebook marketing strategy from advertising, to sharing content and managing a community, to understanding and leveraging Insights.
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Your Must-Read MarTech Digest™, for Friday, 6/23/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 6/23/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

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

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Friday, 6/23/17 #MarTech #DigitalMarketing

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Sales Operations is a Force Multiplier | SiriusDecisions

Sales Operations is a Force Multiplier | SiriusDecisions | The MarTech Digest | Scoop.it
  • Sales operations is a force multiplier for improving sales productivity
  • For optimal performance, sales operations leaders must assess, develop and enhance competencies in seven core areas
  • Sales operations is the critical link between the development and the execution of the sales and go-to-market strategy
marketingIO's insight:

Far more important detail when you CT.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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10 Things You Can Do With an Explainer Video (And Why You Should Do Them) - MarketingProfs

10 Things You Can Do With an Explainer Video (And Why You Should Do Them) - MarketingProfs | The MarTech Digest | Scoop.it
Marketers know that videos are effective, but how can you best use them? For 10 ideas on how to use explainer videos throughout the marketing funnel (and otherwise), see this infographic.
marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Systems Integrators Are Delivering What Vendors Still Can't - eMarketer

eMarketer: Companies’ marketing technology stacks are constantly growing. Why is this problematic?

Tony Branda: Each piece of marketing technology—be it a marketing automation tool, an experience cloud or a CRM [customer relationship management] solution—has its own data model attached to it. Every step in the cross-device journey requires data handshakes between different systems. For example, in the past, we had a number of point solutions for mobile marketing, but we didn’t have a marketing database where we brought them all together. We didn’t have one version of the truth.
marketingIO's insight:

A case study from Axciom, but very common.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Is Content Curation Good for SEO? 11 Examples That Prove So! - Cognitive SEO

Is Content Curation Good for SEO? 11 Examples That Prove So! - Cognitive SEO | The MarTech Digest | Scoop.it
Does content curation impact SEO? Learn from these awesome examples of content curation and make ensure that your content curation efforts will pay off.
marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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How to Get 67% More Revenue Opportunities Using LinkedIn and Not Just Leads That Go Nowhere | Marketing Insider Group

How sales and marketing can capture 67% more opportunities instead of just leads that go nowhere

  • Focus on relevance across all levels using an account based sales and marketing approach
  • Engage in marketing for sales alignment:
  • Focus on breaking down the potential customer’s status quo
  • Don’t optimize content for social media engagement
  • Focus on lead validation and qualification
marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Facebook Ads and Metrics: New Research for Marketers : Social Media Examiner

Facebook Ads and Metrics: New Research for Marketers : Social Media Examiner | The MarTech Digest | Scoop.it
Wondering if Facebook is still a relevant platform for marketing? Learn where marketers are focusing their attention and how to take advantage Facebook ads.
marketingIO's insight:

You'll want to click through for the full report and details.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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The Definitive WordPress Cheat Sheet - Social Media Explorer

The Definitive WordPress Cheat Sheet - Social Media Explorer | The MarTech Digest | Scoop.it
WordPress is arguably the most popular blogging platform on the planet. As pervasive as it is, however, it also comes with a level of complexity that can stymie all but the most savvy blog technicians among us.

But have no fear! Help is here for the rest of us mere mortals who can’t tell the difference between an index file and an index finger. Just point the latter to the definitive WordPress cheat sheet below and you’ll be coding and blogging like a WordPress Pro in no time!
marketingIO's insight:

And definitive it is.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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TwentyThree Integrates with HubSpot to Bring Video and Marketing Automation Together - Martech Series

TwentyThree Integrates with HubSpot to Bring Video and Marketing Automation Together - Martech Series | The MarTech Digest | Scoop.it
TwentyThree, the leading video marketing automation platform, announced an innovative cooperation with leading inbound marketing and sales platform — HubSpot. The new partnership would seamlessly bring video and marketing automation together.

marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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How to Use Hashtags to Increase Your Online Presence - CrazyEgg

How to Use Hashtags to Increase Your Online Presence - CrazyEgg | The MarTech Digest | Scoop.it
I have one simple tip for making hashtag usage more elegant: Use hashtags in sentences. Don’t just append them to the end of a tweet or other social media update.
marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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