While established players like Adobe, Salesforce, and Marketo are rarely mentioned in the same breath as tech’s “Frightful Five“—Facebook, Google, Amazon, Apple, and Microsoft—there is increasing evidence that tech’s giants are eyeing martech. And they’re bringing superior talent, vertical advantages, and astronomical budgets with them.
Look at it this way: the dynamic is already widespread on Google. Because of Google’s monopolistic control over the search engine space, SEO and martech tools are beholden to Google’s whims. Ultimately, Google controls the flow of data. If it wanted to cut off a company like Moz and build its own tool, it could. The push into martech has already begun. Amazon offers a marketing stack under the Alexa banner, while Amazon Web Services dominates cloud-computing.
According to Brinker, there’s an even bigger disruptive force coming from tech giants: new client interfaces like Amazon’s Alexa, Google’s Google Home, VR and AR, and the Internet of Things (IoT).
Voice-enabled computing and other new client interface technologies could disrupt the entire customer journey. Rather than visit a homepage or a company Facebook page, potential customers could simply tell their Alexa devices to buy a product. Amazon becomes the only player in that experience, leaving martech vendors on the outside looking in. Eventually, marketers may have to use software provided by these major platforms just to survive.
Nick Heudecker and Saul Judah just published Building Blockchain Into Your Data and Analytics Program.
Blockchain’s distributed trust model promises to remake existing business processes. Data and analytics leaders must recast existing data management and analytics capabilities and add new competencies to manage risk and exploit new opportunities.
There are five levers in a predictive ROI formula:
Improving Conversion Rates: Improved conversion rates in either lead or opportunity stages increases ROI
Higher Win Rates: Increase in conversion rates of closed won deals – primarily influenced by company-fit and intent
Improving Sales Efficiency: Higher sales lead capacity and connect rates result in additional opportunities and more increased number of at bats – influenced by less time prospecting and improved data quality
Decreasing Cost of Acquisition: Higher conversions and rep productivity spread costs over a higher number of customers, lowering CAC ratios
Increasing TAM: Expand existing TAM by sourcing net-new prospects and reaching them via new channels
You really need to CT to understand this. Excellent material.
Crawl, walk, run: three steps to establishing an effective DMP As digital marketers we're all too aware of the importance of data. For example, the typical. Marketing topic(s):Big Data. Advice by Gavin Llewellyn.
Ohhh an excellent article. Superb discourse on building out a DMP infrastructure, and the article needs more exposure.
As the chart illustrates, based on where a particular vendor is placed on the Reality Check, you'd want to further drill-down on aspects such as -
Is the slow pace of product development causing "technical debt" to pile up and will you be saddled with an outdated product, right out of the gate?
Migration headaches, buggy new releases, all your customizations may not work - lots of thorny issues here. Also, vendor marketing hype gets ahead of new product capabilities
Is the vendor pivoting and are their focus areas changing? Were they just acquired (a particularly risky time for you)? Will they be continue to support the business use cases that are important to you?
Is there so much turbulence that should you be looking at alternatives?
Here are four considerations if you want to drive more conversions from voice search:
Understand What Makes Voice Search Different: Voice search queries tend to be longer. In 2004, most searches were two or three words. Ten years later, search queries could be 27 or more words. Voice searches also tend to be more specific (for example, searching for “find the closest store that sells men’s black leather cowboy boots” instead of just “cowboy boots”).
Analyze Your Longer Tail Keywords to Find Patterns: Since voice searches are usually more natural and conversational, keyword optimization should fit this new long tail landscape. Test variations on how people would naturally explain their needs in a query.
Use Modified Broad Match Keywords: Modified broad match lets you specify that specific broad match keywords or close variants (such as + pizza + Chicago + delivery) must appear to show your search ad. So even if the voice search is 30 words, as long as three of those are “pizza,” “Chicago,” and “delivery” your ad will appear.
Negative Out Keywords That Aren’t Driving Customers: As you test and refine your keyword list for voice search, be sure to negative any words from modified broad match that indicate the searcher is not a potential customer.
If you don’t have enough traffic or your content isn’t getting the attention you want, find influencers that have access to your target audience and build relationships with them. One way you can do so is on GroupHigh.
3. Create valuable content consistently.
4. Promote your content.
5. Write a guest post.
6. Take advantage of marketing tech.
By leveraging the right tools, you’ll be able to effectively create, optimize distribute and promote your content, as well as analyze the results of your content marketing program.
Hootsuite today announced its second acquisition in less than a month. The Vancouver, British Columbia-based social media management provider acquired LiftMetrix, a social analytics vendor.
The company said the acquisition complements Hootsuite Analytics, its existing social media metrics dashboard, and Hootsuite Insights, the social listening platform it built on technology it acquired from uberVu in 2014.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.