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50% of businesses believe that social offers greatest marketing opportunities over next year - Econsultancy | #TheMarketingAutomationAlert

50% of businesses believe that social offers greatest marketing opportunities over next year - Econsultancy | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it

Excerpt...


Digital marketing offers greater opportunities for businesses over the next year than more traditional channels, according to a new report.


When asked to identify which three marketing channels offer the greatest opportunities, half of brands (50%) mentioned social media followed by email (43%) and websites (35%).


In fact the top 10 most cited channels are all online, with the most popular offline channel being direct mail at 8%.


The findings come from the new Econsultancy and Responsys Cross-Channel Marketing Report 2013, which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.


marketingIO's insight:

Only 20% of the respondents are retailers, so don't completely disregard the data, although I think 50% is too high/optimistic, and is setting social up for failure. For the B2B entity, social is a channel and a sales tool.


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Michael Chretien's curator insight, September 5, 2013 2:41 PM

Infographic says it all. SM then Email and website marketing rule.  I would put a tad bit of caution as it is a rather small sample (187) of uncertain quality people surveyed.  

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Your Must-Read MarTech Digest™, for Friday 4/29/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday 4/29/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 

                   

 

See ALL Top Curated Marketing Technology Articles here.

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How to manage the changing social ad landscape - The Hub

How to manage the changing social ad landscape - The Hub | The Marketing Technology Alert | Scoop.it
  • Don't worry about which platforms will survive or thrive in the future. View your platform choice objectively. Doing so permits a clear view of a platform's performance, based on analytics reporting.
  • Take advantage of the platform differences and tailor your message accordingly.  Instagram offers a way to tailor ads to appear by demographic and interest, as does Facebook.  While Tweets vanish fast, Twitter ads create extra views, that can also be multiplied through a remarketing setting.
  • Decide how to mix your paid search and social ad usage among customers.  The customer journey on a purchase decision may involve a mix of paid search and social ads. To gain some hints on which mix works best, use the Google Customer Journey tool, a free online solution that shows the likely order of media that a given customer might choose. The results are based on business size, industry, and country, with data based on Google Analytics accounts that volunteered their metrics to support the algorithms behind the tool.  Users can currently select from 19 industries, eight countries, and three business size categories. The tool can highlight if search ads and organic search are typically viewed earlier in the sale cycle compared to social media posts, or vise versa.  This knowledge can help plan messages to better match a customer's journey.  Ads that appear in paid search can be created to draw interest, while social media can serve as reminders of product or service benefits.
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7 of the Best Value Proposition Examples We’ve Ever Seen | WordStream

7 of the Best Value Proposition Examples We’ve Ever Seen | WordStream | The Marketing Technology Alert | Scoop.it
7. Uber – The Smartest Way to Get Around

6. Apple iPhone – The Experience IS the Product

5. Unbounce – A/B Testing Without Tech Headaches

4. Slack – Be More Productive at Work with Less Effort

3. Digit – Save Money Without Thinking About It

2. LessAccounting – Bookkeeping, Without the Hassle

1. CrazyEgg – Website Behavior Tracking at an Unbeatable Price
marketingIO's insight:

Not value props at all. What are they?...

 

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10 secret ingredients of a 10x marketer | Search Engine Watch

10 secret ingredients of a 10x marketer | Search Engine Watch | The Marketing Technology Alert | Scoop.it
They understand the importance of structured data – and build marketing as such

They know vendor weaknesses and tech idiosyncrasies

They automate for the win

They speak multiple business languages – finance, tech and operations

They build great relationships – but don’t treat fools gladly

They can measure their performance – but also know the grey area

They take joy in creative optimisation

They bring energy and urgency to their teams and colleagues

They really understand the customer

They don’t stop learning
marketingIO's insight:

And they have a kick-butt product desired by a market, which often makes a fool look like a genius.

 

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Landing Page Anatomy: Uncommon Remedies To Grow Conversion Rates - KlientBoost

Landing Page Anatomy: Uncommon Remedies To Grow Conversion Rates - KlientBoost | The Marketing Technology Alert | Scoop.it
Are you a landing page doctor? Do you know the body parts that bring you most money? This landing page anatomy shows what brings conversions.
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The Top Challenges in Understanding Customer Needs | SiriusDecisions

The Top Challenges in Understanding Customer Needs | SiriusDecisions | The Marketing Technology Alert | Scoop.it
There are a couple of areas where we see companies struggling:

  • Where do we look for customer needs? Many companies look to existing customers or prospects as a source for uncovering customer needs and leverage surveys, customer interactions and sales feedback to capture known needs. While useful, this common approach limits the organization’s view into the potential needs of current and new target customers that they could address.
  • How can we get marketing, sales and product to agree on a common definition of customer needs? Too often, need is defined as the need for the product or solution. This faulty definition creates a presumptive and myopic view that’s centered on the offering and therefore limits the understanding of the full dimension of needs that exist in every b-to-b organization. I see the impact of this most often in messaging that touts the product benefits instead of the business value.
marketingIO's insight:

As old as human civilization.

 

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Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions

Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions | The Marketing Technology Alert | Scoop.it
Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:

  • Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
  • Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
  • Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.
marketingIO's insight:

"With great marketing technology spending comes great ROI responsibility."

8/4/2014

 

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Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting - MarketingLand

Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting - MarketingLand | The Marketing Technology Alert | Scoop.it
Oracle’s Marketing Cloud is today offering account-based marketing (ABM) lead acquisition, and a deeper integration with topic-based data from its January acquisition of social insights platform AddThis.

Business data is enhanced so that marketers can target specific companies in an industry and individuals within those companies. This is being made possible by the direct integration of B2B data from Oracle’s data management platform (DMP), BlueKai, into the Marketing Cloud.

In addition to BlueKai, there is also a new integration with account-based marketer Demandbase, which is providing Marketing Cloud-specific info. Also new: additional functions for scoring, nurturing, tracking and messaging accounts and an ability for B2B marketers to more easily check the completeness and validity of incoming data.
marketingIO's insight:

Impressive!

 

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When To Say "No" To More B2B Social Media Channels - Capterra Blog

When To Say "No" To More B2B Social Media Channels - Capterra Blog | The Marketing Technology Alert | Scoop.it
While fairly simple to understand as a concept, finding your actual buyer persona(s) can be a daunting task. You need to figure out which questions are most important to define your buyers. Some questions might include:

What pain point does our product solve for our customers?
What size business is our customer?
What industry do they represent?
What is their title within the organization?
How do they measure success?
When are they most likely to be looking for your products?
Who are they in their free time?
What social media networks do they prefer?
marketingIO's insight:

Stick with the basics, then move out from there.

 

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4 Free Online Scheduling Software Solutions - Capterra Blog

4 Free Online Scheduling Software Solutions - Capterra Blog | The Marketing Technology Alert | Scoop.it
Appointy

checkAppointments

Setmore

SimplyBook
marketingIO's insight:

CT for links.

 

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Three Questions For More Actionable Buyer Personas - CMO.com

"Question 1: What Are Our Ideal Customer Profiles?

  • Where is our audience coming from? (Both from an online channel perspective as well as a more metaphorical perspective, as in, “What’s their current situation?”)
  • What does our audience need to do that they’re currently not doing or not able to do?
  • What’s holding them back?
  • What are the benefits they’ll get from using our product or service?

 

Question 2: How Can Our Content Better Guide Our Ideal Customer Through The Demand Funnel? 

  • Which buyers are receptive?
  • What aspects of your solution are relevant to them—and which are irrelevant?
  • What objections are your sales force hearing most often?
  • What content and resources do your buyers find most useful—and when? (At what stage of the funnel?)
  • Are you actually messaging the right person?
  • Which buyers are involved in decision-making—and how much influence do they have?

 

Question 3: Are You Iterating And Optimizing Every Six Months?"

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The Six Pillars of B2B Customer Experience Excellence - Profs

The Six Pillars of B2B Customer Experience Excellence - Profs | The Marketing Technology Alert | Scoop.it
Customer Relationships - Poor customer experience drives brand switching—a key reason for three quarters of lost customers. And customers who suffer a bad customer experience spread negative word-of-mouth.
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Online ads eclipsed whilst content marketing continues meteoric rise - Smart Insights

Online ads eclipsed whilst content marketing continues meteoric rise - Smart Insights | The Marketing Technology Alert | Scoop.it
As interest in and use of ad-blockers has grown, so click through rates on banner ads have fallen. Click through on standard banner ads had fallen to 0.12% 2014, and shows no sign of pulling out of that terminal decline. It is estimated that 12% of display ads are never seen by humans, which means the industry is wasting $18.5 billion a year on unseen ads. People just don't like ads, 94% of people skip video pre-roll ads before 5 seconds in, and they're good at mentally blocking them out - 60% of people are unable to recall any online banner ads they're exposed to.

These trends mean it makes sense to re-assess budgets and spend more on owned and shared media, rather than advertising. The industry is already moving in that direction, we've seen content marketing spending exploding over the past ten years, and it's predicted to continue its incredible rise. With increased spending comes more demand for talent. Content marketing jobs are growing rapidly, and expect to see greater demand for top content marketing strategists as greater expectations on departments mean companies demand the very best talent for their content marketing departments.
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How to Setup a Google AdWords Remarketing Campaign - Portent

How to Setup a Google AdWords Remarketing Campaign - Portent | The Marketing Technology Alert | Scoop.it
There are three core components of setup required to create and activate a remarketing campaign for your Google AdWords account.

1. The first step is to create an audience to remarket to. This remarketing audience is used to pool website visitors who then can be remarketed to. Called a ‘remarketing list,’ the audience specified is essentially a collection of users who qualify based on requirements set by an advertiser.

2. The second step required in this process is to create a remarketing campaign within your Google AdWords account. Creating this kind of campaign is similar to the standard campaign setup in AdWords.

3. Lastly, advertisers need to add a series of text or image ads into the created campaign. Through this blog post, we will show how to upload image ads into your campaign for remarketing purposes.
marketingIO's insight:

Simple! CT for details.

 

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Your Must-Read MarTech Digest™, for Thursday 4/28/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday 4/28/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 

                   

 

See ALL Top Curated Marketing Technology Articles here.

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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The need for speed in email marketing - MarketingLand

The need for speed in email marketing - MarketingLand | The Marketing Technology Alert | Scoop.it
When I’ve spoken with email marketers about their real-time problem, I find that most of their barriers boil down to these three common themes:

  1. Lack of accessible marketing insights — Most databases are slow and clunky, and the marketers who use them are drowning in data. In today’s marketing climate, marketing pros are over big data. They need agile databases that give them the customer information they actually use to develop and execute campaigns without the clutter.
  2. Delays in pulling data — Slow count times are killing innovative email marketing campaigns. The hours or days it takes to create targeted lists from large databases need to be reduced to seconds. The good news? It’s possible to reduce those average count times by as much as 90 percent.
  3. Multiple platforms — Multiple platforms are another chokepoint in the real-time marketing process. When marketers are forced to transfer data from the database to another platform for creative and to yet another platform for deployment, then inefficiencies, incorrect insights and delays are inevitable.
marketingIO's insight:

Paralysis via analysis?

 

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Marketers Choose Responsive Email Templates Over Fluid Hybrid Design - eMarketer

Marketers Choose Responsive Email Templates Over Fluid Hybrid Design - eMarketer | The Marketing Technology Alert | Scoop.it
Fluid hybrid design, a new email marketing trend, reduces the reliance on the media queries typically required for responsive templates to help the email vendor faster and more consistently across different email clients. Only 7.9% of marketing professionals said they use fluid hybrid design. Many still just use responsive templates, indeed 56.9% of respondents said they do. Nearly 20% of marketing professionals said they use both.
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What’s the difference between responsive, adaptive and mobile-friendly sites? | Search Engine Watch

What’s the difference between responsive, adaptive and mobile-friendly sites? | Search Engine Watch | The Marketing Technology Alert | Scoop.it
Friendly vs. Responsive

Mobile-friendly sites aren’t necessarily designed specifically for a mobile device. Rather, they’re versions of sites that work across different devices. Think of a mobile-friendly site as mobile-optimized, whereas a responsive site is mobile-first. A site that’s mobile responsive changes – or responds – based on the device it’s viewed on. 

Responsive vs. adaptive

Responsive sites adjust to any layout. Adaptive sites, on the other hand, only adapt at select points.
marketingIO's insight:

FWIW...stick with responsive.

 

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Four Problems With Account-Based Marketing - Marketing Insider Group

Four Problems With Account-Based Marketing - Marketing Insider Group | The Marketing Technology Alert | Scoop.it
1. Account-Based Marketing Only Supports Outbound

2. Account-Based Marketing Alienates Prospects and Customers

  • Existing customers were largely excluded in favor of landing new logos
  • Targeted campaigns focused on specific accounts left buyers feeling underserved and excluded
3. Account-Based Marketing Puts Sales In Control of the Marketing Process

4. It is Difficult to Measure and Monitor Account-Based Activity
marketingIO's insight:

Wait...what?

 

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The 10 Most Common Phrases in Viral Headlines - Profs

The 10 Most Common Phrases in Viral Headlines - Profs | The Marketing Technology Alert | Scoop.it
Content - Which sets of words appear most often in the headlines of articles that go viral on social media?
To find out, BuzzSumo examined data from the headlines of 1 millio
marketingIO's insight:

FWIW...

 

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How Do You Eat An Elephant? - CMO.com

How Do You Eat An Elephant? - CMO.com | The Marketing Technology Alert | Scoop.it
The use-case-driven integrated business requirements (IBR) document is key to the iterative development of the solution to integrate multiple technology solutions. The IBR has to be crisp enough for stakeholders to understand the business objectives for the iteration, but also detailed enough for the point solutions to develop functional design and to build on it. The IBR has to provide the following details:

1. Business requirements:
• Identify all technology solutions required for the iteration.
• Determine business requirements (think outcomes).
• Determine integrated test plan for the iteration.

2. Data requirements:
• Develop the business entity relationship diagram, illustrating the entities, entity relationships, and granularity.
• Determine data requirements and flows across the technology stack.

3. System integration
• Determine functional workflows (level 1, level 2) for the iteration.
• Determine interfaces for each solution in the stack.
marketingIO's insight:

AKA How to Build a Marketing Stack...

 

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Marketing Technology Industry Sees Growing Consolidation - eMarketer

Marketing Technology Industry Sees Growing Consolidation - eMarketer | The Marketing Technology Alert | Scoop.it
Merger and acquisition (M&A) activity in the marketing technology, advertising technology and digital content sectors is off to a fast start in 2016, as bigger players look to boost their own capabilities and capitalize on growing demand. Based on Q1 2016 research from investment banking firm Luma Partners, the first quarter saw 72 merger and acquisition events among advertising technology, marketing technology and digital content firms—the second-highest quarter for M&A activity since the start of 2015.
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Measuring Content: You’re Doing it Wrong - Moz

Measuring Content: You’re Doing it Wrong - Moz | The Marketing Technology Alert | Scoop.it
Total Time Reading (TTR)

This is a cumulative metric that quantifies the total number of minutes spent reading a piece of content. 

Scroll depth & time on page

A related and simpler metric to acquire is the average time on page (available within Google Analytics). 

Social Lift

BuzzFeed’s “Social Lift” metric is a particularly good way of understanding the ‘virality’ of your content (you can see this when you publish a post to BuzzFeed). BuzzFeed calculates “Social Lift” as follows:

((Social Views)/(Seed Views)+1)
Social Views: Traffic that’s come from outside BuzzFeed; for example, referral traffic, email, social media, etc.

Seed Views: Owned traffic that’s come from within the BuzzFeed platform; e.g. from appearing in BuzzFeed’s newsfeed.
marketingIO's insight:

Where's the attribution?

 

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Technology Marketing Blog: The Marketing Personalized Lead and the Sales Buyer's Journey - IDC

Technology Marketing Blog: The Marketing Personalized Lead and the Sales Buyer's Journey - IDC | The Marketing Technology Alert | Scoop.it
All B2B marketers know what an MQL is, but what's an MPL? It's the Marketing Personalized Lead and it reflects the needs of the individual sales resource to whom the lead will be distributed. This requires marketing to apply the same science to understanding the needs of the sales channel as it does to any external audience. 


Sales buyer's journey analysis could be the single most powerful way to align marketing and sales. Marketing should think of sales as "buying" its leads. The buy is acceptance, follow up and entry into the pipeline. When sales ignores the leads they are not buying. The reasons they buy or not are very much the same as any other buyer. The lead (offer) does not fit their current agenda (sales attention.)  

IDC defines sales enablement as getting the right information to the right sales person at the right time in the right format in order to move an opportunity forward.
marketingIO's insight:

I think a SLA would be easier...

 

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Customer Experience Matrix: Teradata Sells Its Marketing Applications Business for $90 Million

Teradata announced on Friday that it had signed a deal to sell its marketing applications business for $90 million to private investment firm Marlin Equity Partners. The company had announced plans to sell the business last November. The sale involves the former Aprimo, eCircle, FLXone data management platform, real-time interaction manager, and other cloud-based marketing products. Teradata will retain its on-premise Customer Interaction Manager (CIM) and an on-premise version of Real Time Interaction Manager (RTIM).

In a move that borders on surreal, Teradata's Marketing Application division itself today announced the latest release of its integrated marketing cloud.  I suppose this signals the hopes within the marketing applications team to remain intact.  Whether that's more than wishful thinking, only time will tell.
marketingIO's insight:

Spin-off to internal team?

 

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