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Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry

Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry | The Marketing Technology Alert | Scoop.it

Excerpts from industry analysts and journalists...


SalesForce/ExactTarget Deal Means More Complexity For MarketersForrester

  • Raises the specter of further market consolidation by large players. By making a bold move into not just automation, but digital media, Salesforce will raise pressure on Adobe, IBM, Microsoft, SAP, and other traditional enterprise application providers to make similar moves, raising the valuations of Responsys, Neolane, and Silverpop. Salesforce can now monetize both seat licenses and media CPMs, and clearly wants to create a billion dollar business line in the marketing cloud.
  • As a large, established vendor, Salesforce will make it easier for marketing departments to convince their IT and procurement peers of adopting ET. If Salesforce chooses to suppress digital media CPM rates, existing ET customers benefit, but Salesforce would make it difficult for (now much) smaller vendors, like Responsys and Silverpop, to compete.

 

Salesforce.com Acquires ExactTarget - Gartner

  • Why ExactTarget?  With a marquis customer list, and the ability to support robust email marketing programs, they offer Salesforce.com and their customers the capabilities needed to build out the marketing cloud. In fact, when existing Salesforce.com customers were seeking support for complex email requirements, the folks in San Francisco would point customers east to the folks in Indianapolis…often enough that integration via the Salesforce.com APIs already exists.

 

Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation - Customer Experience Matrix

  • I doubt Salesforce will suddenly stop integrating with other marketing automation vendors.  Small, independent marketing automation firms already had a tough time selling against big competitors, so this only makes their lives marginally harder.  The smart ones (and that's most of them) already have a strategy in place to differentiate themselves from the big industry leaders.
  • I've long argued that CRM and marketing automation should be part of the same system.  Like a broken clock, the time has come when I'm right.  Marketing automation sits between email and CRM, in the sense that it uses both heavily.  So Salesforce has effectively surrounded the marketing automation vendors with its purchase, even ignoring Pardot.  This means that Salesforce will be in the room with a solution when email and CRM users discuss expanding into marketing automation.  In many cases, clients will extend their Salesforce deployment without considering anyone else..

 

With ExactTarget Acquisition, Salesforce.com Has Spent Close To $3.5 Billion To Get Into The Chief Marketing Officer’s Suite - TechCrunch

  • If Salesforce.com does wish to push deep into lead management, it will need to either invest heavily in its own development or acquire a company, which will bring another hefty price tag. Last month, Marketo, a marketing automation leader, had a successful initial public offering. It opened at $13 per share. Today it is trading in the $22 range with a market capitalization of about $812 million. Eloqua, the other leader in the category, sold to Oracle late last year for $871 million. [TechCrunch blew it with this analysis, not realizing that Pardot came with ET!]

 

Salesforce to acquire Exact Target: I now pronounce you 'Marketing Cloud' - ZDNet

  • This move is precisely (I would have said "exactly" but that sounded redundant) what salesforce needed to do. They now have an excellent email marketing suite, a strong upper-end-of-the-small-and-through-the-middle-of-the-mid-market marketing automation suite (via the Exact Target acquisition of Pardot last year) and, as an added bonus, the social comms tool Co-Tweet, which was one of the underutilized gems owned by Exact Target. They are also acquiring a substantial customer base that is reasonably ripe for salesforce's other offerings.

 

Salesforce.com's ExactTarget Buy Equals Marketing Clout - InformationWeek

  • By combining ExactTarget's digital marketing capabilities with Salesforce.com's sales, service and social marketing capabilities, Salesforce said it will create "a world-class marketing platform across email, social, mobile and the Web." Salesforce marketing capabilities were previously limited to social channels, powered by capabilities gained through the acquisitions of Radian6 and Buddy Media. In contrast, rivals including IBM, Microsoft, Oracle, SAS and Teradata, among others, have much broader, multi-channel marketing capabilities, most on the strength of acquisitions over the last three years.

 

Our Take

  • For the CMO with SFDC and MA: You can maintain your MA without concern, regardless of vendor. You may, however, want to seriously consider the soon to be native ET/Pardot advantages, as that will reduce your operating costs to maintain separate systems.
  • For the CMO with SFDC but without MA: Your IT challenges will be resolved. CIO concerns will be overcome as SFDC acts as a Trojan Horse for your MA.
  • For the SMB marketplace: Your life just got a bit easier. Salesforce meets the needs of all sizes of businesses, and this bundled solution will improve your time-to-marketing efforts.
  • For Oracle/Eloqua: This is going to be difficult. Oracle wants to improve its CRM business, and the Eloqua acquisition to round out its offering makes sense. However, Salesforce want to improve its marketing capabilities, not necessarily its CRM business, so that it can fully assist the Marketing function. Big difference. Salesforce just cut Oracle off at the pass.
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The Most Important Marketing Position, and The Top 15 Marketing Technology Articles Curated Thursday, 4/17/14

The Most Important Marketing Position, and The Top 15 Marketing Technology Articles Curated Thursday, 4/17/14 | The Marketing Technology Alert | Scoop.it

You have a limited budget (who doesn’t).  And your plans include significant investments in marketing technology.  But not people. You can add the technology, but not all the people you need. What do you do?

 

You need more content. You need SEO. You need to integrate the technology with internal systems. You need to tie together external systems. You need reporting. You need analysis.

 

You need a Marketing Operations guru.

 

Here’s why. You can stretch your current staff, but they won’t be able to meet the demand from all the new technology. The gaps have to be filled with outsourced talent, and that talent has to be defined, vetted, directed. No better person than a Marketing Ops pro who knows exactly what is needed to properly plan, implement, execute and manage the technologies that are rolling through the door.

 

Only the Marketing Ops pro can pull together the resources from the outside into a comprehensive effort so that you can maximize your investment.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Act-On raises $42M to double down on 'greenfield' marketing automation - VentureBeathttp://sco.lt/7tTMZd

-- > 10 Smart Tips to Leverage Google+ for Increased Web Traffic - Mozhttp://sco.lt/4ttG4n

-- > 10 Creative Ways To Use Google+ For Your Blog - CoSchedulehttp://sco.lt/8GJVNh

-- > 2014 Marketing Automation Performance Survey - Preliminary Results - Heinz Marketing http://sco.lt/7DwgaX

-- > Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work - Gartnerhttp://sco.lt/7sBbKD

-- > Social Media Frequency: How Often To Post To Facebook, Twitter, LinkedIn - Fast Companyhttp://sco.lt/8ZgLxZ

-- > 7 Modern Age SEO Myths - Forbeshttp://sco.lt/8aX9Ll

-- > How to use video in email marketing in 2014 - Smart Insightshttp://sco.lt/6rSFZx

-- > Applying Agile Methodology To Marketing Can Pay Dividends: Survey - Forbeshttp://sco.lt/79cZu5

-- > Your Guide to Using Embedded Audio in Email - The ExactTarget Bloghttp://sco.lt/7BoyA5

-- > 90% of marketers not trained in marketing performance, ROI - BizReporthttp://sco.lt/5cbM6z

-- > The Customer Experience Index, 2014 - Qualtricshttp://sco.lt/5KHP4j

-- > Why Snackable Content Should be Deployed in your Content Marketing Strategy - Digital Information World http://sco.lt/8rLKi1

-- > The Best CRM: New vs Old [INFOGRAPHIC] - Salesforcehttp://sco.lt/7Za39t

-- > What Should You Know About Marketing Automation? | Response Capturehttp://sco.lt/8IZTH7

 

 

See ALL Top Curated Marketing Technology Articles here.

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7 Dead Simple Ways To Make Your Own GIFs - Fast Company | #TheMarketingTechAlert

7 Dead Simple Ways To Make Your Own GIFs - Fast Company | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Forget Photoshop. These easy-to-use animation tools will churn out GIFs for every mood and moment.


Basic/ Summarized...


  1. Gifff.fr
  2. Face To Gif
  3. Recordit
  4. Gif Remixer
  5. Gif Brewery
  6. Gifpop
  7. GifYourself

 

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iNeoMarketing's insight:

Thank you, FC. A nice collection, and simple to use.

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[Infographic] Marketers Embrace, But Still Struggle With, Content Marketing - Demand Gen Report | #TheMarketingTechAlert

[Infographic] Marketers Embrace, But Still Struggle With, Content Marketing - Demand Gen Report | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

"While content is king for marketers, the latest survey from Frost & Sullivan finds that it’s also their principal challenge. Marketers tend to rate their content efforts as average, and they seem to be wedded to formats that predate the Internet."

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iNeoMarketing's insight:

It just points to outsourcing: there's no other way around it.

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Infographic: Search versus Social Advertising - The Drum | #TheMarketingTechAlert

Infographic: Search versus Social Advertising - The Drum | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Paid search still represents the biggest share of digital marketing investment but Facebook social ad spend is growing at the faster rate...


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iNeoMarketing's insight:

Consider B2B social advertising as the answer to "hitting where they ain't."

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Act-On raises $42M to double down on 'greenfield' marketing automation market - VentureBeat | #TheMarketingTechAlert

Act-On raises $42M to double down on 'greenfield' marketing automation market - VentureBeat | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Digest...


Forty-two is the answer to life, the universe, and everything, according the Hitchhiker’s Guide to the Galaxy. It is also the number of millions that hard-charging marketing automation vendor Act-On has raised in a significant fifth round of institutional capital.

 

Act-On is a up-and-coming contender that hit VentureBeat’s list of top 10 marketing automation vendors. The company is based is Beaverton, Ore., and largely focuses on non-tech companies.

 

The $42 million funding round was led by Technology Crossover Ventures, with existing investors Norwest Venture Partners, Trinity Ventures, US Venture Partners, and Voyager Capital also participating. TCV’s participation is significant, as the company has plenty of experience in marketing technology and an investment thesis that is focused on putting large amounts of capital to work in maturing startups that have proven their worth and are poised, the firm hopes, for massive growth.

 

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iNeoMarketing's insight:

Holy crap, that's a lot of capital raise. Clearly this is about giving them what they need to grab market share and get to a public offering.

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10 Creative Ways To Use Google+ For Your Blog - CoSchedule | #TheMarketingTechAlert

10 Creative Ways To Use Google+ For Your Blog - CoSchedule | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Google+ offers a fantastic set of tools that you can use to promote your blog. Here are 10 ideas to get you started.


Basic/ Summarized...


1. Integrate comments into posts, or direct the discussion to Google+.

2. Embed Google+ posts into your own blog or blog posts.

3. Create photo albums with a purpose.

4. Use hashtags in Google+ as you would on other networks.

5. Talk to your readers via video chat and hangouts.

6. Use reviews and testimonials.

7. Get your YouTube account in order and use it.

8. Create a community and use circles creatively.

9. Integrate with your Google Drive documents.

10. Make use of events.

 

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iNeoMarketing's insight:

Excellent collection, and more than a few that are implementable now. Click through for details.

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Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work - Gartner | #TheMarketingTechAlert

Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work - Gartner | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

All that extra stuff may be just wasted words—and there is research to prove it. Last week I was reading a blog post on the Business 2 Community site titled “How to Sell Complexity Beyond the Customer’s Capacity to Understand“.  It is a great post and it mentioned a research study that showed that (quoting from the article) “our limited short-term working memory that’s capable of remembering only 3-4 items of new information at a time.”

 

So what happens if we throw a lot more at them?  Well, they either only remember 3 or 4 of them or, even worse, the information overload causes them to forget most, if not all of it. So, there is scientific proof that too much detail will do more harm than good.

 

Let’s face it, most technology products today are so robust and complex that it is impossible to narrow things down to only 3 to 5 things.  But you have to.   Find ways to group things into a higher level story—-add the details as your drill down, progressively providing more and more information.  While not easy, this is not impossible.

 

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iNeoMarketing's insight:

And there you have it: PROOF the verbosity kills. Don't do it. Write it, leave it, come back to it, shorten it, repeat, repeat, let it rip.

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7 Modern Age SEO Myths - Forbes | #TheMarketingTechAlert

7 Modern Age SEO Myths - Forbes | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Digest...


1. All Guest Posting is Bad: If you are pursuing guest posting make reputation and visibility your primary goals, and you should be just fine. Might there be some SEO benefit? Possibly, but you will make poor choices if SEO is your main goal. Let any SEO impact be a side effect rather than the primary goal and you will be far better off.

 

2. Social Media Signals Drive SEO: Nothing could be further from the truth. There are many reasons for engaging in social media, and your business almost certainly should have a social media strategy, but don’t do it because you think it will drive your rankings in the search engines.

 

3. Link Signals Are On Their Way Out: The fact is that inbound links to a web site remains a very strong ranking signal, and it will remain that way for some time to come.

 

4. Google’s Search Results Are Broken: Another popular myth is the notion that Google has a severe problem with their search engine, but nothing could be further from the truth.

 

5. AuthorRank is a Ranking Signal: Little evidence has emerged that there is much happening with that as yet. The only exception is that Google’s Cutts verified that they use an AuthorRank like concept as part of their In-Depth Article feature.

 

6. Correlation Studies Tell Us What Google Uses as Ranking Factors: The reality is that the correlation here is that content that is likely to be given a +1s by a lot of people is probably pretty good content, and that pretty good content is also likely to obtain a significant number of links.

 

7. SEO Today is Only About Creating Good Content (the Rest Will Take Care of Itself): This myth is a new one on the horizon, and comes from people rebelling against SEO abuses of the past. It is true that creating good/great content is a part of the puzzle, but you still need to architect your site so Google and Bing can find it, there is still a role for keyword research, you probably should be implementing Schema on your web site, and a lot more.

 

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iNeoMarketing's insight:

A GREAT article. The bottom-line: you'll always need an SEO expert to optimize everything, from your web site to landing pages to every piece of content coming out the door.

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How to use video in email marketing in 2014 - Smart Insights | #TheMarketingTechAlert

How to use video in email marketing in 2014 - Smart Insights  | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Digest...


Putting extra clicks in the way of a customer decreases conversion. Amazon created 1-Click because they found this out years ago.

  • Embedding a video in email means two clicks are needed to the landing page. One to watch the video and one to clickthrough to the landing page.
  • Using the classic static image with linked video approach and auto-playing the video on the landing page means just one click is needed to the landing page.

 

To help get the one clickthrough to play follow these tips:

  • Pick an engaging frame from the video to show as the static image. That may not be the first frame.
  • Overlay a play button on the frame image. YouTube have trained everyone to know exactly what the button means and does.
  • Make sure the video content supports the overall message in the email. A video off topic won’t help your marketing objective.
  • In the email copy explain in a couple of lines the value of watching the video, give people a reason to play.
  • Make sure you auto-play the video on the landing page for traffic arriving from email. After all if they clicked through they wanted to watch it. Services such as Wistia make this easy to do.

 

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iNeoMarketing's insight:

Which makes perfect sense: one click vs. two. So let's assume that video can play within all clients (which it doesn't, e.g., Outlook). Would you really want to do this? No, as it means two clicks (one to view the video, and one to get to the landing page. Auto-play on the landing page solves all issues.


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90% of marketers not trained in marketing performance, ROI - BizReport | #TheMarketingTechAlert

90% of marketers not trained in marketing performance, ROI - BizReport | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Condensed...


Marketing performance measurement and management firm The Fournaise Marketing Group has released what it calls "eyebrow-raising" findings from its Global Marketing Effectiveness Program. They found that a worrying 90% of marketers are not trained in marketing performance and marketing ROI.

 

As a result, 80% find it hard to properly demonstrate to their top management that the marketing strategies they put in place are effective.

 

Furthermore, more than two-thirds of marketers (67%) demonstrated a total lack of understanding of what ROI is about by implying that marketing ROI doesn't require a financial outcome. Unsurprisingly, these are the same marketers who are unable to correctly identify the correct formula for marketing ROI. In fact, 31% of marketers believe that simply measuring their audience reach is as good as signifying marketing ROI and 64% rely on brand awareness as their top marketing ROI key performance indicator.

 

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iNeoMarketing's insight:

How utterly depressing. More and more, I'm convinced that Marketing Outsourcing and MaaS goes hand-in-hand with the growth of marketing technology.

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Why Snackable Content Should be Deployed in your Content Marketing Strategy - Digital Information World

Why Snackable Content Should be Deployed in your Content Marketing Strategy - Digital Information World | The Marketing Technology Alert | Scoop.it
Our attention span is shrinking – so make your marketing bitesized and irresistible, or be left behind. Discover why your marketing content should be digestible in a lunchbreak.


 

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iNeoMarketing's insight:

And THAT'S why visual content works so well.

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What Should You Know About Marketing Automation? | Response Capture | #TheMarketingTechAlert

What Should You Know About Marketing Automation? |  Response Capture | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

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What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchanger | #TheMarketingTechAlert

What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchanger | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Digest...


“I think the Adobe-SAP alliance needs to be seen in the context of the broader SAP-Accenture Marketing Performance Solution,” said Martin Kihn, research director for Gartner. “The vision is for SAP HANA to power an Accenture media mix and analytics platform for marketers, who could use Adobe for the upstream stuff SAP and Accenture don’t do, like site analytics and content management.”

 

Adobe gains a couple of core competencies as a result of an “iron triangle” with SAP and Accenture such as professional services, custom solutions and implementation strength. “[These capabilities] lend Adobe some heft with the hardcore enterprise quants and CFO skeptics who don’t live in the marketing-driven cultures where Adobe traditionally shines,” Kihn noted.

 

“Digital marketing has become the ‘it girl,’” as Kihn describes it. Agencies and systems integrators like Accenture, IBM and Deloitte are transforming into digital shops while the advanced analytics players like SAP and FICO are essentially rebranding themselves as “marketing analytics” platforms, he said.

 

Another potential side effect is the SAP-Accenture partnership further expands the competitive landscape. This is where “Accenture starts to butt heads with the BBDO’s and Wunderman’s – all of those agencies who are the CMO’s advisors,” Kim said.

 

The dividing lines between technology and systems integrator (or agency, to that effect) will ultimately be about budget, organizational decisions and good, old-fashioned politics. “It remains to be seen which partners in both service and technology will be standing at the end,” Kim said.

 

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iNeoMarketing's insight:

Applicable to the larger enterprises, as discussed for over the past 18 months on this blog. For the SMB, what is their solution? MaaS is a natural.

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Brands Can Now Turn Google+ Posts Into Interactive Display Ads - Marketing Land | #TheMarketingTechAlert

Brands Can Now Turn Google+ Posts Into Interactive Display Ads - Marketing Land | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it


Intermediate/ Excerpt...


The ad program gives advertisers the ability to place Google+ posts onto Google’s display advertising network. In testing since December, the program is now available to any Google+ page with at least 1,000 followers.

 

The +Post ads are essentially promoted posts — links, photos, videos, Hangouts on Air — that are pushed into the Google Display Network, where they appear as fully interactive content. Viewers see a “Click to Expand” button that triggers a full screen lightbox view of the content. The posts are fully interactive, allowing users — at least those signed into G+ — to comment, share and +1 without leaving the site.

 

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iNeoMarketing's insight:

Post and promote. Outstanding. Get on the Google+ train.

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Marketing Research Chart: How are marketing departments allocating budgets? - Sherpa | #TheMarketingTechAlert

Marketing Research Chart: How are marketing departments allocating budgets? - Sherpa | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Q. How do you foresee the percentage of your total marketing budget allocated to the following marketing tactics changing over the next year?

 

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iNeoMarketing's insight:

Marketing technology on this list? Marketing automation? Content? Seriously??

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Infographic: Everything you need to know about Facebook's new image dimensions - The Hub | #TheMarketingTechAlert

Infographic: Everything you need to know about Facebook's new image dimensions - The Hub | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Optimize your Facebook images.


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A Marketing Dollars Showdown - Content vs Swag - infographic - Digital Information World | #TheMarketingTechAlert

A Marketing Dollars Showdown - Content vs Swag - infographic - Digital Information World | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
If you are a digital marketer, you know two things: your audiences are savvy and your budgets are tight. So why contribute to the $20 billion companies spend on crap when the ROI for content creation is so much higher? Here's a look at what your dollars can do for you - a content-versus-swag showdown.


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10 Smart Tips to Leverage Google+ for Increased Web Traffic - Moz | #TheMarketingTechAlert

10 Smart Tips to Leverage Google+ for Increased Web Traffic - Moz | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Summarized...


1. Headlines, every time

The more users notice your Google+ posts, the more likely they are to engage. The challenge is to stand out in a sea of thousands of posts. 

 

2. Formatting for attention

Easily break up your long blocks of text with formatting to make your posts simpler to read and skim. This allows you to communicate more clearly and makes your text more accessible.

 

3. Use your words

Google+ is a both a visual and a text medium, so make them both count! Don't be afraid of writing longer posts. Instead of simply posting a link to your latest blog posts and hoping for the best, add a summary of your important points. Explain why this is important. Give people additional context as to why they should click and share.

 

4. Use your images too

The vast majority of top posts on Google+ use images. In fact, the most popular post I've personally ever shared was a simple animated GIF.

 

5. Smarter sharing > targeted

Most people set their post to "public," thinking this gives them maximum exposure. In fact, there is a much more effective way to gain exposure to your top content, as long as you don't abuse it. By also adding your circles and select individuals to your share settings, this triggers a notification for those users that you've shared a post directly with them. 

 

6. The mighty, mighty #hashtag

Twitter and Facebook have made us accustomed to hashtags, but Google+ uses them in entirely different ways to organize and recommend content.

 

7. Find the followed links

The followed link on Google+ has gone the way of the dodo.

When Google+ was born, it was a bonanza for links, and seen as an SEO paradise. Since that time, Google has replaced most equity passing followed links with nofollow, which pass no link equity. This includes profile links, "contributor to," and shared URLs.

 

8. Leverage Google+ comments

I'm sort of in love with the Google+ commenting system.  Much like Facebook's popular commenting plugin, you can embed Google+ comments on your own blog. What makes this so powerful is when visitors leave a comment, they are given the option of sharing your post to their own Google+ followers. 

 

9. +Post Ads: the future of social engagement?

Google's +Post Ads offer an interesting premise: take your most successful Google+ posts and turn them into ads that show all over Google's massive display network.

 

10. Interactive posts

Interactive Google+ posts allow you to perfectly customize how your content is shared, but they also allow you to prompt your social audience to take a specific action.

 

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iNeoMarketing's insight:

Another excellent Google+ post, with more very useful tips. I think I've collected enough Google+ information to give you a great collection of content to help you with your Google+ effort.

If you want to learn more, go here, click on Filter, and search the tag Google+.

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2014 Marketing Automation Performance Survey - Preliminary Results - Heinz Marketing

2014 Marketing Automation Performance Survey - Preliminary Results - Heinz Marketing | The Marketing Technology Alert | Scoop.it
Heinz Marketing and OnTarget Consulting and Research conducted the 2014 Marketing Automation Performance and Effectiveness Survey.


Intermediate/ Excerpt...


Survey Snapshots

  • 75% report their effectiveness with MA increased over the previous year.
  • Biggest increase in effectiveness occurs in between 2-5 years of usage.
  • 75% of respondents who’s companies had been using marketing automation for over five years reported that they were very important to their company’s sales and marketing efforts.
  • Over 75% of respondents reported that the importance of MAS tools to their company’s success had increased over the past year.
  • 95% of respondents using MA less than 2 years reported importance increased over the past year.

 

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iNeoMarketing's insight:

It's not available yet (late April), but I'm looking forward to this report: it may be the best one yet. MAS takes time (if you recall CRM's debut, it was the same damn thing!).

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The Social Media Frequency Guide: How Often To Post To Facebook, Twitter, LinkedIn - Fast Company | #TheMarketingTechAlert

The Social Media Frequency Guide: How Often To Post To Facebook, Twitter, LinkedIn - Fast Company | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Conclusion...


Takeaways

The temptation to write off social media frequency as “it depends” is huge, but I think that the numbers from a few studies do show some general starting points for where to begin.

  • Post to Twitter at least 5 times a day. If you can swing up to 20 posts, you might be even better off.
  • Post to Facebook five to 10 times per week.
  • Post to LinkedIn once per day (20 times per month).

And always be testing, experimenting, iterating, and improving. The line between informative and annoying may be super slim, but it’s one that you can find with a little practice.

 

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iNeoMarketing's insight:

The article goes into great depth, justifying the takeaway, so if you're interested, click through for the details. Otherwise, the takeaways give you what you need.

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Applying Agile Methodology To Marketing Can Pay Dividends: Survey - Forbes | #TheMarketingTechAlert

Applying Agile Methodology To Marketing Can Pay Dividends: Survey - Forbes | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Condensed...


Marketing strategy consultancy CMG Partners today releases the results of its sixth-annual CMO’s Agenda, “The Agile Advantage,” a qualitative survey assessing the role and responsibilities of the chief marketer. The survey found that 63% of marketing leaders indicate agility as a high priority, but only 40% rate themselves as agile. And that’s leaving opportunity on the table, as the survey also found that marketing departments who consider themselves agile are three times more likely to significantly grow market share.

 

What are the three biggest upsides to marketing agility?

1. Business Performance: Marketers who have adopted Agile are seeing increased business performance due to faster delivery, enhanced focus on the things that matter, and greater productivity from their teams.

2. Employee Satisfaction: Perhaps the most unexpected benefit of marketing agility is employees working in agile environments report a greater overall sense of satisfaction and pride in their work due to feeling more empowered, greater clarity in how their role impacts the business, and a more collaborative work environment.

3. Adaptability: Marketers are better equipped to handle marketplace challenges and opportunities having built flexibility into their business operations. This is positioning marketing leaders to deliver sustainable growth for their companies.

 

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iNeoMarketing's insight:

The article covers the pros and cons of agile marketing, of which you are already aware, so I focused on the benefits, which will vary from one organization to another. The key: having your own agile marketing process in place. See Scott Brinker's Agile Marketing presentations for more information.

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Your Guide to Using Embedded Audio in Email - The ExactTarget Blog | #TheMarketingTechAlert

Your Guide to Using Embedded Audio in Email - The ExactTarget Blog | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Excerpt...


We have recently started using tools such as LiveClicker and VidYard to stream videos in our SPARK email newsletter and we’re seeing great results. This prompted me to wonder, what about audio streaming in your email marketing? I would normally link to a landing page and play the audio from there to provide a more consistent and reliable user experience. I would’ve said the same about video before I saw the results of opens and clicks on our embedded video emails. With new technologies and defensive design, times are changing.

 

I’ve been playing with the HTML5 <audio> tag in email and so far it has provided a good experience for me in various email clients.

 

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iNeoMarketing's insight:

And the code you need is above. What is very interesting is that the audio is playing from an Outlook inbox. Warrants testing to see if it works from other inboxes.

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The Customer Experience Index, 2014 - Qualtrics | #TheMarketingTechAlert

The Customer Experience Index, 2014 - Qualtrics | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

This report shows how you stack up against industry standards and your competitors.  Better yet, it provides case studies and recommendations to help you get a higher score on the Customer Experience Index.  And that IS really cool. 

 

Download this report to:

  • Understand your company's competitive environment
  • See if your company or industry has moved up the path to CX maturity
  • Learn how to beat your competitor's CX score

 

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iNeoMarketing's insight:

Free Forrester report alert. Can't pass up on that (unless you're already a subscriber).

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The Best CRM: New vs Old [INFOGRAPHIC] - Salesforce | #TheMarketingTechAlert

The Best CRM: New vs Old [INFOGRAPHIC] - Salesforce | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

 

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The New West Side Story: Agencies v. Integrators, and The Top 13 Marketing Technology Articles Curated Wednesday, 4/16/14

The New West Side Story: Agencies v. Integrators, and The Top 13 Marketing Technology Articles Curated Wednesday, 4/16/14 | The Marketing Technology Alert | Scoop.it

The looming battle between agencies, e.g., BBDO, Wunderman, against integrators, e.g., Accenture, Deloitte, is for the hearts and minds of the Fortune 1000. Put on your big boy pants.

 

Who has the leg up? Up to a few years ago, agencies ruled even as databases grew and direct marketing adopted digital techniques. It wasn’t hard, and only required disparate, disconnected tools to accomplish the campaign objectives. Integrators had no role.

 

Enter two factors: Big Data and Marketing Technology. Now you’re in the integrator’s wheelhouse. The science and the expertise are the critical ingredients for the major B2B marketer. Marketing spending on technology is skyrocketing, internal processes are turned upside down, every interaction creates oodles of data. Internal systems need to be meshed with external applications for comprehensive solutions. Who’s your daddy now?

 

So which is it? Can the agency adopt the technical expertise required to continue to maintain its presence? Or does the integrator adopt the right brain expertise to deliver a complete marketing presence and take over the spot? Can the two work together?

 

Sharks vs. Jets.

 

Oh, and by the way: the less-than-Fortune 1000 will be handled by MaaS and Marketing Outsourcing providers…in case you were interested.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > What The SAP-Adobe-Accenture Triangle Means For Digital Marketing - AdExchangerhttp://sco.lt/7UJyLp

-- > HootSuite CEO questions proprietary software push in marketing automation boom - The Drumhttp://sco.lt/6bXfIP

-- > Lead Gen: Great results don’t always have to be complicated - Marketing Experimentshttp://sco.lt/88qUDZ

-- > 10 Resources to Improve Your LinkedIn Profile | Social Media Examinerhttp://sco.lt/7tIwqX

-- > Twitter Best Practices for 2014 - infographic - Digital Information Worldhttp://sco.lt/7Zn1eb

-- > Using Predictive Modeling To Boost Conversions - Demand Gen Reporthttp://sco.lt/7wUw3l

-- > [FREE REPORT] 2014 BrightEdge Search Marketer Survey Resultshttp://sco.lt/6Io8i9

-- > Facebook Punishes Those Requesting Likes, Comments, Shares - Search Engine Watchhttp://sco.lt/4hjJAX

-- > 4 Free Tools to Create Infographics #Online Marketer's Tool Kit - GetResponse Bloghttp://sco.lt/6eS3NZ

-- > Whos Using Marketing Automation to Manage Email? - MarketingCharthttp://sco.lt/6U1ILh

-- > Inbound Marketing with Hubspot vs. Without Hubspot [Infographic] - InfographicB2Bhttp://sco.lt/8kwJHd

-- > Big Data: The Secret to Revenue Creation [Infographic] - Profshttp://sco.lt/7s1CfB

-- > Video and The Search for Marketing ROI | Vidyardhttp://sco.lt/91BqTp

 

See ALL Top Curated Marketing Technology Articles here.

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