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17 Tactics for More Twitter Followers (And Two New Followerwonk Features to Help!) - Moz | #TheMarketingAutomationAlert

17 Tactics for More Twitter Followers (And Two New Followerwonk Features to Help!) - Moz | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Like it or not, you need to build a significant following on Twitter in order to take full advantage of the platform. These 17 tactics, including two brand-new Followerwonk features, will boost your efforts.


Introduction...


You might ask, why do I want more followers anyway? Twitter does little for SEO (at least not directly). Well, I don't want to get into a whole sales pitch for social media generally, but a few points stand out:

  • Twitter is a lightweight, frictionless, and serendipitous way to engage customers. It doesn't require an email blast or the customer actively visiting your site. Once they follow you, they'll encounter you on their timeline during the normal course of their social experience. The little pings and pops you'll have with them accrue tremendous value.
  • Your follower count is a good measure of your influence, and other people see it as such. The more followers you have, the more you'll attract, and the more you can use your influence to drive customers, conversations, and engagement.
  • The more you are followed, the more likely you will appear in the "Who to follow" Twitter promotion on the left hand side of Twitter.com.
iNeoMarketing's insight:

Followers vs. the RIGHT kind of Followers. Big difference. Anyway, the author co-founded Followerwonk, so he should know the right way to boost your followers. Go for it.


  • See the article at from moz.com
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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Naomi Assaraf's curator insight, September 5, 2013 9:42 AM

Seriously, can @Moz be any cooler? #lovethem

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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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The Least Viewed Articles are about…., and the Top 9 Marketing Technology Articles Curated Friday, 9/19/14

The Least Viewed Articles are about…., and the Top 9 Marketing Technology Articles Curated Friday, 9/19/14 | The Marketing Technology Alert | Scoop.it

So I did an examination of The Marketing Technology Alert to uncover those topics of interest from the readers (including you, thank you!). The usual suspects emerged: content marketing strategy, marketing automation, social media, etc.

 

The least viewed topic? Attribution!

 

Of all the topics we cover here, why is Attribution of least interest? It’s not because everyone has a system in place to attribute sales to marketing activity: far from it. It’s not because it isn’t important: it’s the basis for ROMI.

 

It’s hard, it’s technical, and very often it’s inaccurate. So perhaps that’s the reason why it is the least viewed topic.

 

A solid Attribution System is akin to banging your head against the wall. Short of tagging every single potential touch point and bringing those tags into a single system, it’s damn near impossible for many professionals. And there’s an opportunity cost: spend X hours on attribution or spend the same number of hours on MAP management.

 

So what happens? The metrics change to a system that relies on the anecdotal or the theoretical, also known as “Good Enough.” It’s a fudge process, and I don’t cover Fudge topics.

 

There comes a point where true ROMI measurement will be your challenge, and it doesn’t happen overnight. You can try to deny it, but that’s what the image demonstrates.

 

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

iNeoMarketing 

8/4/2014

 

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:

>> Marketers regularly use over 100 software programs - Chief Marketing Technologist http://sco.lt/5ADxYH

>> Outdated SEO Concepts People Still Think are Reality - Moz http://sco.lt/4qducr 

>> Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business St... http://sco.lt/4neqi9 

>> What's the Future of SEO in a Visual World? - Profs http://sco.lt/5UWYOv

>> Does Video + Social = Digital Marketing's Sweet Spot? | ClickZ http://sco.lt/5vCqcz

>> Infographic: How to generate leads from the top social media platforms - The Hub http://sco.lt/6VOhiD

>> Best CRM software: Fall 2014 rankings from G2 Crowd http://sco.lt/9KBD3R

>> Best Marketing Automation Software in 2014 | G2 Crowd http://sco.lt/8IIcZl 

>> Sensible Blogging Checklist [Infographic] - B2B Infographic http://sco.lt/7LFVQH 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Outdated SEO Concepts People Still Think are Reality - Moz

Outdated SEO Concepts People Still Think are Reality - Moz | The Marketing Technology Alert | Scoop.it

Digest...


Putting text behind an image

Put text below the fold for the users that wanted the information and keeping the current image for returning users. Balance that satisfies both user needs and the business goals.

 

Sheer number of links equals ranking

Focus on a marketing strategy that will not only result in links, but also send new customers through those links and engage the customers into lifelong evangelists.

 

Copying a competitor's actions

The way you beat competitors is to listen to your stakeholders (customers, clients, partners, employees, investors) and make decisions based on their feedback as well as what is going on in the market.

 

A loss in traffic means you've been penalized

First look into what part of the site lost traffic and where that traffic was coming from in the past few months. Did you lose traffic from organic search, paid search, referral traffic, or social media? Try to narrow down what happened and figure it out from there.

 

Duplicate content can incur a penalty

Don't fret. Take the time to visit Webmaster Tools regularly and check out your duplicated title tags and meta descriptions for an easy look into what might be causing duplicate content or crawling issues on your site.

 

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iNeoMarketing's insight:

Each section comes with a mini-case study, so if you need more information, click through.

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What's the Future of SEO in a Visual World? - Profs

What's the Future of SEO in a Visual World? - Profs | The Marketing Technology Alert | Scoop.it

Digest...


So, in a world where images drive product descriptions—and therefore drive keyword choices—what do marketers need to change about their SEO practices?

 

1. Evolve from physical characteristics to use cases

There is a difference between describing the physical characteristics of a product and describing how it is used. Good images and videos suggest use cases, thus we need keywords that reflect use cases.

2. Examine how people describe images of your product

With some products, the use cases can vary in important ways. As I described earlier, a blender in a restaurant kitchen is different from a blender in a family kitchen. So, brands must discover how consumers describe images of their products.

3. Feed these insights into visual content creation

I have argued that useful keywords go beyond physical descriptions to use cases, and the very best keywords and product descriptions reflect how people describe images of your product. Therefore, visual content should also be curated based on how customers describe products.

 

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iNeoMarketing's insight:

Definitely applicable to B2B, and yet another example how your digital arena is visual.

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Infographic: How to generate leads from the top social media platforms - The Hub

Infographic: How to generate leads from the top social media platforms - The Hub | The Marketing Technology Alert | Scoop.it
How B2B can leverage social media as well.

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iNeoMarketing's insight:

GREAT infographic.

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Joy Power's curator insight, September 19, 6:42 AM

Great ideas for getting responses from your followers

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Best Marketing Automation Software in 2014 | G2 Crowd

Best Marketing Automation Software in 2014 | G2 Crowd | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Time to check in with G2.

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MarTech and The Knick, and the Top 10 Marketing Technology Articles Curated Thursday, 9/18/14

MarTech and The Knick, and the Top 10 Marketing Technology Articles Curated Thursday, 9/18/14 | The Marketing Technology Alert | Scoop.it

Set in downtown New York in 1900, 'The Knick' is a new Cinemax series centered on the Knickerbocker Hospital and the groundbreaking surgeons, nurses and staff who work there, pushing the bounds of medicine, pioneering new methods in the field in a time of astonishingly high mortality rates and zero antibiotics.

 

Rephrasing…

 

Set in (pick a location) in 2015, ‘The MarTech’ is a new challenge centered on Company X and the groundbreaking marketers, technicians, engineers and staff who work there, pushing the bounds of marketing technology, pioneering new methods in the field in a time of astonishingly high failure rates and zero tolerance for low ROI.

 

You get the idea.

 

Today’s martech permits a great deal of marketing creativity with the technology, the offerings and the market available to the marketer. And there’s now a framework for that creativity, within the confines of the martech. There will be failures as we move forward, but with that framework, we will learn, optimize and improve over a brief period of time.

 

So just as the characters of ‘The Knick’ attempt to make great strides in medicine, so are today’s B2B marketers.

 

 

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

iNeoMarketing 

8/4/2014

 

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:

>> 10 key digital marketing technologies to use in 2015 - Smart Insights Digital Marketing Advice http://sco.lt/6QjgFF 

>> What is Predictive Analytics - Position http://sco.lt/7W0c4X 

>> How to cut across the CMO-CIO divide in four steps - Econsultancy http://sco.lt/97dojB 

>> Breaking Bad… Marketing Habits - TechTarget | Mktr2Mktr http://sco.lt/6iFrQf

>> Too Many Marketing Teams Are Stuck in the Past http://sco.lt/88KjgH

>> The 5 Most Common Misconceptions on Attribution - ClickZ http://sco.lt/4tLuRV

>> Twitter refines its targeted ads in a new update - VentureBeat http://sco.lt/7P7I4P

>> CMOs Plan a Digital Overhaul for 2015 - Contently http://sco.lt/7MCtzF

>> Infographic: How to choose the right content marketing software - The Hub http://sco.lt/8TOcwT

>> Customer Journeys Trump the Traditional Sales Cycle - CMS Wire http://sco.lt/7XQ3cn 

 

See ALL Top Curated Marketing Technology Articles here.

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What is Predictive Analytics - Position²

What is Predictive Analytics - Position² | The Marketing Technology Alert | Scoop.it

Excerpt...


Predictive analytics is a form of advanced analytics studies current data, detects patterns and predicts possible future trends.

 

It helps you make the best use of the behavioral data available by predicting what customers or prospects will do and the best option you can provide them. For example, if data suggests that whenever a particular baseball team loses, sales of beer goes up amongst its fans, the brand can make special offers as soon it knows that the team is doing badly. The brand can make its offer depending on what it wants to achieve – it can ask consumers to try a new variety of beer or try and get consumers to switch brands etc.

 

Predictive analytics helps bridge the gap between what you think your customers want and what they actually want. Their current behavior patterns show where they are headed so you can offer your brand when they are primed and ready.

 

Predictive analytics points out the instances that are most likely to convert into actual sales in the near future. For example, if data indicates that 1 year after buying a smart phone, customers buy a tablet, then it pays to be ready to be the first brand to offer a tablet a year after the customer has bought a smart phone.

 

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iNeoMarketing's insight:

A good primer on the subject.

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Miami Marketing Tools's curator insight, September 18, 1:19 PM

As per this article Predictive Analytics " helps you make the best use of the behavioral data available by predicting what customers or prospects will do and the best option you can provide them"

Sounds interesting? keep on reading...

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Breaking Bad… Marketing Habits - TechTarget | Mktr2Mktr

Breaking Bad… Marketing Habits - TechTarget | Mktr2Mktr | The Marketing Technology Alert | Scoop.it

Digest...


3 of the top habits today’s most successful marketers are employing:

 

Covering the content lifecycle: Buyers need implementation information, troubleshooting details and ultimately end-of-life content.  What’s more, this content can be gold for sales teams.  We all know that generating more from an existing client is much cheaper than generating a new client

 

Measuring contribution: With so many different channels to choose from, it’s important to measure which channel is generating the best engagement levels for your brand (from your blog to your landing pages through to your social networks & media partners.)

 

Enabling sales: To help sales compete, marketers are working to not only pass along contact details, but to augment that information with the prospect’s activity.  This data details what the buyer has consumed, from where, whether or not his or her company is exhibiting project behavior and even whether or not the account is predicted to close.  This insight can help sales not only personalize the pitch for better conversion, but prioritize the territory for faster progress.

 

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iNeoMarketing's insight:

This is a content-oriented post, but yet again, attribution rears its head. A solid attribution strategy is a must for 2015.

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The 5 Most Common Misconceptions on Attribution - ClickZ

The 5 Most Common Misconceptions on Attribution - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Here are five common misconceptions about attribution (also available as a guide here):

 

1. An Attribution Model Is Always Needed

Not every campaign needs an attribution model. So, before going too far, ask yourself this: Is creating an elaborate model worth the time and effort?

 

2. The Hardest Part Is Technical

The technical aspect of attribution modeling can be hard when you’re bridging channels, but people usually end up being the biggest challenge.  Creating a model requires making hard choices about where to assign credit for success. Those choices amount to a statement about the value of the contributions of others.

 

3. There’s a Single Answer

The single biggest problem with attribution modeling is that there is no single right way to assign values in the model. The options are many: First click? Last click? Equal-weighted clicks? Time/influence curves?

 

4. Consumers Care About Your Model

 

5. The Attribution Model Is the End Point

 

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iNeoMarketing's insight:

Attribution falls apart once anecdotal enters the equation. Avoid!

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CMOs Plan a Digital Overhaul for 2015 - Contently

CMOs Plan a Digital Overhaul for 2015 - Contently | The Marketing Technology Alert | Scoop.it

Digest...


There’s a common big-ticket item on every marketer’s to-do list: Craft a more effective digital strategy.

 

More than 70 percent of those surveyed revealed that only 10–30 percent of their budgets were allocated for digital strategy. But that’s about to change.

 

Sixty percent of respondents say that for the next 12 months, their number one goal is to implement a “digital marketing makeover” across platforms, programs, and staff. The top reason motivation for this is “improved efficiency and campaign effectiveness.” CMOs plan to pump funds into email, website design and development, mobile apps, lead management, and search marketing.

 

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iNeoMarketing's insight:

The chasm will be crossed in 2015. We're there.

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Customer Journeys Trump the Traditional Sales Cycle - CMS Wire

Customer Journeys Trump the Traditional Sales Cycle - CMS Wire | The Marketing Technology Alert | Scoop.it

Digest...


To connect authentically to what customers need and want, customer journeys trump the traditional sales cycle. The sales cycle has been an inside-out process, tied primarily to sales goals and operations. The customer lifecycle with a company comprises an ongoing journey before, during and after individual sales events. Sales and marketing teams need to be part of continuous customer engagement for the entire journey. Persistent nurturing of customer experiences also plays an important role in customer retention and advocacy, and sales has a responsibility here.

 

Deep and broad customer understanding is necessary to: map customer journeys from customer perspectives, segment customers realistically and comprehend customer needs and wants. Continuous customer intelligence is invaluable for nurturing better customer interactions that will make it easy for customers to buy from a company — and want to come back for more. Many current marketing processes provide what the sales team and others can put to good work: collections of customer action / transaction data, and the results of various analytics such as behavioral, social media and marketing automation.

 

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iNeoMarketing's insight:

And it takes new client research to determine the path/touchpoints. Painful work, but if done correctly, a gamechanger.

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Look At How IBM Is Trying To Pull The Rug Out From Salesforce.com - Business Insider

Look At How IBM Is Trying To Pull The Rug Out From Salesforce.com - Business Insider | The Marketing Technology Alert | Scoop.it

DIgest...


IBM just launched a new cloud computing big data "analytics" tool that could be big competition for another new not-yet-announced Salesforce product that does the same thing.


Because today, IBM told the world that it, too, is offering the same kind of big data analytics cloud, and that its cloud is using IBM's world-class language processing technology called Watson. That means that you'll be able to ask (as in type, not speech) in normal language questions about your business, and Watson will understand what you mean and offer answers.


IBM will let business users import their business data from wherever they keep it like spreadsheets, documents stored in Google Docs or Box, databases like Oracle or Teradata, IBM's own older-generation analysis tool Cognos, or even ... Salesforce.com.

 

And on top of that, IBM will be releasing all this for free, at least at first. IBM said it will use the "freemium" business model, which generally means free to use in limited circumstances.

 

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iNeoMarketing's insight:

Well, now we know why SFDC leaked-by-design their forthcoming Analytics Cloud last week ahead of Dreamforce. But what's interesting is IBM's very non IBM-like market approach: import whatever data located wherever into a freemium model. Watson for the B2B SMB?

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Accelerate Digital, Don't Try and Control It - Forrester

Accelerate Digital, Don't Try and Control It - Forrester | The Marketing Technology Alert | Scoop.it

Digest...


Centres of excellence and shared service teams are nothing new. In the digital world, it’s a less well established approach, but one that is gaining momentum as an emerging set of best practices forms around how to organize and manage a global digital strategy.

 

When we look at effective digital shared service teams, we find that they operate across these four dimensions with a set of best practices:

-- >  Culture. Educate and inspire local teams to embrace digital and share best practices.

-- >  Organization. Provide specialist resources to reinforce local teams as they develop new digital capabilities.

-- >  Technology. Develop shared platforms and processes to accelerate digital adoption.

-- >  Metrics. Establish common metrics to measure the maturity and success of local teams.

 

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iNeoMarketing's insight:

There is absolutely a lesson here for the CMO as marketing technology continues to roll out organizationally.

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Marketers regularly use over 100 software programs - Chief Marketing Technologist

Marketers regularly use over 100 software programs - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

Digest...


The ultimate point: there’s going to be a shipload of companies creating software for marketers, and that ecosystem will grow, not shrink. Having thousands of vendors who build software that’s relevant to marketers will seem more and more natural. In fact, you’ll be hard pressed to find a company in the marketing space that doesn’t have some software component to its business.

 

It’s the opposite of convergence into a handful of software providers. It’s ubiquity — we’re hurling towards a future where every company is a software company to some degree.

 

The “one suite to rule them all” vision is folly for two reasons: (1) with the explosion of software, and the hundreds and hundreds of programs that are connected directly or indirectly to marketing’s world, it’s impossible to integrate all of them; but that’s okay, because (2) most software doesn’t really need tight integration across that entire spectrum — the costs would outweigh the benefits.

 

IT probably shouldn’t manage the day-to-day operations of a marketing automation platform — that’s better done by the marketing team, with hands-on digital marketers, marketing technologists, and/or marketing operations staff. Marketing should adhere to rules and oversight from IT, but they should wield their tools-of-the-trade with their own hands. And they should have the predominant decision rights to choose the software tools that will best achieve their business objectives.

 

While there are reasonable debates to be made about where the boundaries should be drawn — what should be governed by IT, what should be managed by IT, what should be owned by IT — the whole point of this post is to illustrate that, at least to a certain degree, this diaspora of software has already happened.

 

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iNeoMarketing's insight:

Whether it is ambient (you're not even conscious of it), local group (MAP) or enterprise, what does it matter? So long as the operation of the software is not intrusive and simple to use, should we really care if it is integrated? Bring on the thousands of new programs: just keep it simple so that I can do my job: sell, service, support my clients.

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Growing Up Fast: How New Agile Practices Can Move Marketing And Innovation Past The Old Business Stalemates: Jascha Kaykas-Wolff, Kevin Fann, Sean Martinez

Digest...


Growing Up Fast is a practical book about how to implement an agile marketing process in modern business to create the necessary collaboration between marketing and innovation for business success.

 

The first half of the book covers the philosophical underpinnings of complementary opposites in nature, human interaction, and the workplace. It surveys business management over the last 100 years and shows how we’ve come to the “Agile Age,” which is not about big ideas Mad Men-style, but lots of little ideas to test and try.

 

The second half of the book discusses the mindsets and tools required for success in agile work, and examples are given throughout the text in the form of case studies on companies like Netflix, 3M, Microsoft, Domino’s Pizza, and Dell Computer.

 

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iNeoMarketing's insight:

This is an FYI. As Scott Brinker has said many times over, how you structure agile marketing can be up to you, so long as you proceed with it.

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Does Video + Social = Digital Marketing's Sweet Spot? | ClickZ

Does Video + Social = Digital Marketing's Sweet Spot? | ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Why the hard push to merge the two mediums? Video is becoming a force to be reckoned with, particularly when it comes to inciting a consumer response. One survey from mobile video company Animoto found that 73 percent of consumers are more likely to purchase a product if they see a video about it first. Seventy one percent said that watching a brand video delivers "a positive impression" of that brand, and 58 percent of survey participants consider companies that create video content "more trustworthy."

 

Here's how you can leverage the link between video and social media to ensure your video content is a success.

>> Create content that people can empathize with

>> Keep content light

>> Optimize videos for sharing. Beyond posting to your social media accounts, it's important to optimize online videos to improve their discoverability. URLs should be short and contain your most important keywords. On sites like YouTube, elements such as title, description, and captions should be optimized for search. Videos should always include social media share buttons. These things all lay the groundwork for content marketing success.

>> Post your videos to YouTube

 

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iNeoMarketing's insight:

Beating the dead horse.


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Best CRM software: Fall 2014 rankings from G2 Crowd

Best CRM software: Fall 2014 rankings from G2 Crowd | The Marketing Technology Alert | Scoop.it

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Sensible Blogging Checklist [Infographic] - B2B Infographic

Sensible Blogging Checklist [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it

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10 key digital marketing technologies to use in 2015 - Smart Insights Digital Marketing Advice

10 key digital marketing technologies to use in 2015 - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it

Digest...


#1: Content Curation Tools

#2: Content Recommendation, Personalisation, Retargeting and Effectiveness Review Tools

#3: Content distribution services

#4: Integrated SEO, Content and Social Media Management

#5: API service integration and Hubs

#6: User Engagement and value optimisation

#7: Actionable Analytics and intelligent analytics

#8: From Conversion Optimization to Experience Optimization

#9: Digital Channel Sales Optimisation

#10: Wearables, Augmented and Virtual reality

 

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iNeoMarketing's insight:

Click through for details on each. MIA: predictive, attribution, MAP

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MarkCom Conseil's curator insight, September 18, 7:10 AM
10 key digital marketing technologies to use in 2015
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How to cut across the CMO-CIO divide in four steps - Econsultancy

How to cut across the CMO-CIO divide in four steps - Econsultancy | The Marketing Technology Alert | Scoop.it

Digest...


To take advantage of digital opportunities and drive loyalty among consumers, CMOs and CIOs should improve their alignment by following four steps.

 

Step one: Invest time in establishing a digital vision and collaborate with each other to bring the vision to life

 

Step two: Unify around the customer experience to create a truly digital business

Having a shared marketing IT vision will also help businesses to focus on offering a seamless customer experience. Per recent research, CMOs and CIOs are on the right path as both believe the top five marketing IT priorities are customer experience, customer analytics, social media, corporate website and other web development.

 

Step three: Rethink the operating model to integrate customer-focused skills throughout the organization

Regardless of business function, one skill people in organizations need to know is how to analyze data and gather insights to help the business make data-driven decisions that will meet the consumer’s needs.

 

Step four: Orient the marketing model and budget to align with a new ecosystem of marketing services

The resulting CMO and CIO collaborative effort will enable businesses to respond swiftly to new customer requirements and implement new services as required. With this, CMOs will want to collaborate with IT and direct budgetary funds to take advantage of the evolving digital ecosystem, engaging customers whenever, wherever, and however it best serves them.

 

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iNeoMarketing's insight:

What's the best way for the Executive Branch and the Legislative Branch to work together? Find common ground. No different here, unless the current state of the relationship is akin to today's US Government.

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Too Many Marketing Teams Are Stuck in the Past

Too Many Marketing Teams Are Stuck in the Past | The Marketing Technology Alert | Scoop.it

Five areas you need to bring up to date:


Internal structure: Most marketing teams are organized by either functional expertise (such as social media marketing or marketing analytics) or brand. To be a successful digital marketing organization, your team needs to be organized by functional expertise rather than by brand, project or platform in order to deliver coherent, integrated campaigns across all consumer touchpoints.

 

Functional alignment: Digital marketing teams need a seat at the table so they can infuse digital-first marketing insights into product and technology planning. Website feature changes should not be released without thoughtful analysis of the potential impact on traffic. Email marketing templates should not be altered for design reasons without a/b testing the impact of the change on click-through rates.

 

Meritocracy vs. hierarchy: In traditional marketing organizations, job responsibilities and titles are hierarchical and rarely fluid. Each role is clearly defined and limited in scope. The new digital marketing organization thrives on a less hierarchical structure with more flexibility and an emphasis on meritocracy.

 

Data-driven decision making: In digital organizations, immediate data allows marketers to be smarter and faster in their decision-making. It is time to capitalize on the marriage of traditional and digital marketing data. Digital marketing insights can guide the strategy of traditional marketing and verse versa.

 

Governance: A few forward-thinking organizations are doing without a chief marketing officer, and instead have given the job of leading marketing to a chief digital officer. The question of who owns digital marketing in an organization is often uncertain. Accountability for digital revenue, digital product innovation, omnichannel strategy, and online audience growth blurs the line between many traditional roles from marketing to technology to product development to strategy.

 

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iNeoMarketing's insight:

No better time to start thinking about how to organize as digital-first than the beginning of the FY15 planning period.

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Twitter refines its targeted ads in a new update - VentureBeat

Twitter refines its targeted ads in a new update - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Twitter today announced its updating its Tailored Audiences feature so that advertisers can create target lists based on mobile numbers and mobile IDs.

 

The added functionality will allow your favorite brands to take information they’ve amassed about you (in this case your email and phone number) and upload it to a list on Twitter of all the people it wants to send targeted ads to. Then Twitter will give that brand and the other companies vying for your attention an opportunity to bid for a spot in your Twitter stream.

 

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iNeoMarketing's insight:

Absolutely applicable to B2B. Think retargeting.

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Infographic: How to choose the right content marketing software - The Hub

Infographic: How to choose the right content marketing software - The Hub | The Marketing Technology Alert | Scoop.it
Altimeter Group breaks down the content marketing landscape.


 

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Stop Throwing Marketing Over the Transom, and the Top 11 Marketing Technology Articles Curated Wednesday, 9/17/14

Stop Throwing Marketing Over the Transom, and the Top 11 Marketing Technology Articles Curated Wednesday, 9/17/14 | The Marketing Technology Alert | Scoop.it

Here’s what you don’t want to immediately forward to Sales:

-A newly-received inquiry

-Fresh off the press content

-New additions to the database

-Needs uncovered from social monitoring

 

We’re better than that.

 

There’s enough marketing technology today that allows the marketer to vet anything that comes into the organization so that it meets an agreed-upon standard established between Marketing and Sales.

 

Now Sales may say: give us everything. And Marketing may agree to that (and may want to revisit as their Attribution efforts are scraping the bottom). But Sales’ job is to sell, not prospect. Those stages to the funnel are so different prospect to prospect that Sales needs to focus on closing those opportunities at the end of the funnel.

 

Use the technology as a means to bring opportunities into the organization and not just marketing-discovered stuff. Stop throwing stuff over the transom.

 

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

iNeoMarketing 

8/4/2014

 

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:

>> Look At How IBM Is Trying To Pull The Rug Out From http://Salesforce.com  - Business Insider http://sco.lt/58swuf

>> IPO-Bound HubSpot Adds CRM for Midsize Companies - Re/code http://sco.lt/7wXKmf

>> Accelerate Digital, Don't Try and Control It - Forrester http://sco.lt/7Ki0eX 

>> Four New Marketing Technology Offerings - VentureBeat http://sco.lt/73OTib 

>> 19 Excellent Guides to SEO Link Building http://sco.lt/6ujzIf

>> 23 of the Best Social Media Articles and Marketing Resources - Buffer http://sco.lt/6ZueZ7

>> B2B Email Newsletter Advertising: Benchmarks and Trends - Profs http://sco.lt/67slTF

>> The Content Cycle - Do More with Less [Infographic] - B2B Infographic http://sco.lt/5AqCPp

>> The Driving Forces Behind 10 Years of Storytelling [Infographic] - Profs http://sco.lt/897RT7

>> #SocialMedia Sizing Cheat Sheet For Facebook, Twitter, Vine, Snapchat, Tumblr & More - Digital Information World http://sco.lt/8mNJLd

>> 7 Skills All Digital Marketers Need to Succeed (Infographic) - Socially Stacked http://sco.lt/5G5mK1

 

 

See ALL Top Curated Marketing Technology Articles here.

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IPO-Bound HubSpot Adds CRM for Midsize Companies - Re/code

IPO-Bound HubSpot Adds CRM for Midsize Companies - Re/code | The Marketing Technology Alert | Scoop.it

Digest...


HubSpot, the IPO-bound company that makes marketing software that runs in the cloud, expanded into two new lines of business today.

 

Today it added two new product lines — one is a customer-relationship management (CRM) application, and the other it calls a sales acceleration application.

 

HubSpot is going after companies that Salesforce and other CRM vendors tend to overlook. He called it the “mid-market,” or companies with 20 to 2,000 employees. A CRM add-on has been HubSpot’s most-requested addition from its 12000 customers. As for the sales acceleration part, HubSpot has changed the name of an existing tool called Signals, which debuted last year, to Sidekick. The basic point of Sidekick is to let you know when a potential sales lead is “engaging,” which is a fancy of way of saying checking out your stuff.

 

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iNeoMarketing's insight:

More tail wagging dog activities. It makes perfect sense to provide additional functionality to its client base as a pure-response to basic client research/client demands. How this will impact its relationship with SFDC is another matter. Is HubSpot at Dreamforce next month?

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