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Will You Really Need a Higher SEO Budget in 2014? | WordStream | #TheMarketingAutomationAlert

Will You Really Need a Higher SEO Budget in 2014? | WordStream | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Do you really need to raise your SEO budget in 2014? Here are some reasons you do need to increase your search engine optimization budget, and by how much.


Excerpt...


4 Reasons Why You Need a Higher SEO Budget in 2014

-- >  Your content marketing strategy is changing. With things like the Hummingbird update, it’s clear that Google is trying to move toward a more conversational approach to search as opposed to single keywords. This will change the way that you should be writing and optimizing your content, and it’s going to take a lot of time and a lot of experienced minds to make this transition.

-- >  Google “Not Provided” data has changed. Now that all organic search data is encrypted, the way that a company evaluates terms and phrases that the target audience uses is going to change. A few new strategies will need to be put in place and mastered, and again, you need a solid and experienced team to make it happen (which of course will cost a pretty penny).   

-- >  Everyone has someone in charge of social media. Believe it or not, this is actually something a little bit more recent. In past years the importance of social media has been stressed, but hiring a full-time professional to manage social media wasn’t always at the top of the priority list. This year it is, so if you hope to keep up with your competition, hiring someone with actual social media experience is going to be necessary.

-- >  In-depth articles show that more is better. It’s true that people like to be able to glance over a piece of text and find the answers they need, but this doesn’t mean the article should be short. A long, detailed article (1000+ words), made more readable with the help of bullet points and subheadings, is often what Google is looking to rank. They recently introduced an “in-depth article section” that showcases these longer pieces of content, so it’s clear Google hopes to move in this direction.

 

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iNeoMarketing's insight:

The author also states "Although we can’t put an exact number on it, for most companies raising your budget by 30 percent should do the trick (in my personal opinion)."


That's not it. The SEO budget add-on will probably be an additional body or additional hours from your outside agency. Why? It's a result of additional content distributed through social, and the demands to continually optimize this content.



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The 5 Things a Marketer Should Never Do, and The Top 12 Marketing Technology Articles Curated Friday, 4/18/14

The 5 Things a Marketer Should Never Do, and The Top 12 Marketing Technology Articles Curated Friday, 4/18/14 | The Marketing Technology Alert | Scoop.it

Not testing. Everything needs to be tested, either A/B or MVT, so that you can arrive at the best answer quickly. The technology is there, thus ending the incessant rhetoric.

 

Not optimizing. Just as everything needs to be tested, everything needs to be optimized. Every single thing: landing page, emails, written pieces, video, slides…everything. If it’s for public consumption, then it needs to be optimized.

 

Not learning the soft stuff. Ranging from your competition to your vertical to your profession.  It’s an absolute must to constantly be atop your part of the universe: not only is ignorance not bliss, it kills. Hey: read the Marketing Technology Alert every day (subscribe to receive the daily edition via email).

 

Not learning the hard core stuff. The nitty-friggin-gritty. Dive head first into a marketing automation platform. Build out a SFDC instance. Get neck deep in integration. Really (really) understand analytics.  You can’t effectively communicate with peers, supervise staff or manage partners if you don’t have the background. Walk the walk, and don’t look or sound like a horse’s ass.

 

Not expressing. Blog, tweet, post. Just write. And not asinine dreck, e.g., I’m sick of my boss BS. Substantive stuff that is justifiable and of interest to others in your industry. You’ve got insight: get it out there.

 

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:

-- > New marketing automation rankings: Enterprise usability still sucks - VentureBeat http://sco.lt/8m7e0v

-- > Digital marketing is now reappropriating the sales budget - Chief Marketing Technologist http://sco.lt/6B2HhJ

-- > Customer Experience Matrix: Matching Marketing Technology to Business Strategy: A Starting Framework http://sco.lt/4svHHd

-- > Using Neuroscience to Design a Better Blog - KISSmetrics http://sco.lt/72Bfnt

-- > Very, Very Best Social Plugins for WordPress - 'Net Features - Website Magazine http://sco.lt/8rIH2X

-- > 7 Dead Simple Ways To Make Your Own GIFs - Fast Company http://sco.lt/87kToH

-- > Brands Can Now Turn Google+ Posts Into Interactive Display Ads - Marketing Land http://sco.lt/93nRuT

-- > Marketing Research Chart: How are marketing departments allocating budgets? - Sherpa http://sco.lt/8JoQq1

-- > Marketers Embrace, But Still Struggle With, Content Marketing - Demand Gen Report http://sco.lt/9BX1Cj

-- > Infographic: Everything you need to know about Facebook's new image dimensions - The Hub http://sco.lt/6NAuYb

-- > Infographic: Search versus Social Advertising - The Drum http://sco.lt/8qFjsH

 

See ALL Top Curated Marketing Technology Articles here.

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Digital marketing is now reappropriating the sales budget - Chief Marketing Technologist | #TheMarketingTechAlert

Digital marketing is now reappropriating the sales budget - Chief Marketing Technologist | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Digest...


It probably comes as no surprise that digital marketing budgets are rising. But the velocity of growth is actually quite breathtaking. In research conducted by Gartner among their clientele, digital marketing budgets rose 20% in 2013. And they’re expected to rise again by double digits in 2014.

For large companies, those are large budgets being moved around in a short time span.

 

Where the money for this rising digital marketing budget is coming from:

  • Reinvestment from other marketing programs
  • Incremental increases to the overall marketing budget
  • Sales reinvestment, directly reducing the sales budget. In Gartner’s research, 22% of the participants said they reduced the sales budget because digital marketing activities have changed buyer’s paths to purchase.

 

Most businesses are increasing or significantly increasing marketing technology spend in direct expenses, capital expenditures, cross-charged expenses from IT, and expenses for marketing service providers. Green lights all across the board.

 

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iNeoMarketing's insight:

Scott Brinker pulls the highlights from the recent Gartner webinar. You can access the webinar at no charge by going here. At the very least, download the slide deck: full of great information (I'm reticent about scooping it as it lies behind a simple registration).

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Using Neuroscience to Design a Better Blog - KISSmetrics | #TheMarketingTechAlert

Using Neuroscience to Design a Better Blog - KISSmetrics | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it


Basic/ Digest...


  • You have about five seconds to catch your reader’s attention. If you can’t present a compelling reason for why they should stay in about five seconds, they’re going to leave.
  • A recent study by Outbrain illustrates how headline length can be linked to user engagement. The highest CTRs were witnessed for articles that had moderate headline lengths (16-18 words).
  • As Bnonn Tennant found out, copy that goes far below the fold often out-converts those that try to keep selling points above the fold.
  • According to the F-Shaped pattern study, most people read Web content in a very specific way. First, they read the headline. Then they read the first sentence on the page. Then they jump down and either scan paragraphs or subheads.
  • When a user lands on your blog for the first time, their brain is asking, Is there something here for me? Is there a reward? Or should I leave?
  • The study found that users form an aesthetic judgment about your website between 17 and 50 milliseconds. That’s about 1/10th the speed of your eye blinking.
  • The more complex/cluttered a webpage is, the less likely users are to stick around.
  • People have a certain expectation of what a blog should look like. If your blog varies widely from the convention, you’ll break rapport with your readers.
  • In another study titled “Determinants of Web Page Viewing Behavior,” researchers found that complex website designs tended to increase “unexpected paths.” In other words, on simple blogs, people tended to follow a predictable eye pattern. They look at the headline, the first sentence, scan the page and then decide if they want to read. On complex blogs, this pattern can be unpredictable.
  • The primary reason why less visually complex websites are perceived as more beautiful is because we don’t require our eyes and brain to work as hard to decode, process and store the data.
  • On larger fonts, people had smaller and more frequent fixations. That means they were taking in fewer words per “visual gulp.”
  • No or low margin text was read faster, but had lower comprehension. Putting a good amount of white space around your text gets people to read a little slower, but makes them understand the material a lot more.

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iNeoMarketing's insight:

Some excellent research from KISSmetrics. For examples to the snippets above, please click through.

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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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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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New marketing automation rankings: Enterprise usability still sucks - VentureBeat | #TheMarketingTechAlert

New marketing automation rankings: Enterprise usability still sucks - VentureBeat | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


Crowdsourcing software review company TrustRadius revealed its latest marketing automation ranking and buyers’ guide today, and here’s the consensus: Software for the enterprise still lacks the appeal of consumer versions.

 

For mid-sized companies, TrustRadius’ data says that Marketo and Pardot were the best products, with customer satisfaction ratings of 4.2 and 4.0 out of 5, respectively. And for smaller companies, Hubspot, Act-On, and Infusionsoft topped the list, with Hubspot getting top honors for an almost-perfect 4.8 customer satisfaction score.

 

The other trend is the distinction between single solutions, like a Marketo, and integrated marketing clouds like those offered by Adobe, Salesforce, Oracle, and perhaps IBM, which pull together a number of components such as social, marketing campaigns, and analytics into one suite.

 

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iNeoMarketing's insight:

The charts tell the whole story, and it's not surprising given the focus: Eloqua on the Enterprise, Marketo and Pardot on the mid market. And not surprised that the larger vendors for the Enterprises score poorly on usability, as nothing is out of the box for the Enterprise.

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Customer Experience Matrix: Matching Marketing Technology to Business Strategy: A Starting Framework

Customer Experience Matrix: Matching Marketing Technology to Business Strategy: A Starting Framework | The Marketing Technology Alert | Scoop.it

Advanced/ Excerpt...


So what would that framework actually look like?

It would start with strategic options. The classic big three are high quality, low cost, and high service (i.e., close customer relationships). Each implies different requirements for marketing, product design, production, customer support, and administration, which in turn drive technology, core competencies, and organization.

Those requirements are the goals of the technology strategies. Methods to meet them are technology options, such as integrated suites, best of breed systems, and platforms-and-apps.  These are modified by other parameters such as in-house vs. outsource, scope of channels, sophistication level, resources, and scale. Note that some of these are choices while others are constraints.

 

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iNeoMarketing's insight:

David Raab is creating this framework for making marketing technology investments for presentation at the MarTech conference in August. He may give us a sneak peak of the whole framework before the conference.

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Very, Very Best Social Plugins for WordPress - 'Net Features - Website Magazine | #TheMarketingTechAlert

Very, Very Best Social Plugins for WordPress - 'Net Features - Website Magazine | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Summarized...


  • The Alpine PhotoTile for Instagram plugin gives users the ability to add filtered-photo "funness" to their sites.
  • Turn your site into a social network with the BuddyPress plugin.
  • The JM Twitter Cards plugin helps users integrate Twitter cards in WordPress. The plugin add the appropriate meta to websites and allows users to customize their cards per post.
  • The Kebo Twitter Feed plugin is simple to set up and refreshes Tweets in the background without slowing down page load times.
  • The Kudobuzz Testimonial Widget plugin enables users to display social testimonials or selected reviews on their websites
  • Minimize the amount of time you spend posting on social networks with the Microblog Poster plugin, which automatically publishes new blog content to social
  • NextGen Facebook is a plugin that helps users improve the appearance, ranking and engagement of social shares.
  • Increase your Pinterest following with the Pinterest Master plugin, which gives users the ability to add follow and share icons for the image-based social network onto their sites.
  • Keep visitors up-to-date with your latest Facebook activity by displaying the most recent posts directly on your site. The Recent Facebook Posts plugin works with public Pages, is customizable and SEO friendly.
  • The Sharing Buttons & Analytics by AddShoppers plugin enables users to add customizable sharing buttons and track sharing activity for social networks like Facebook, Twitter, Pinterest, Google+, Polyvore and more.
  • Simply need some social sharing buttons? If so, check out the Social Media Feather plugin, which offers a lightweight solution that won’t impact your sites performance.
  • The Social Polls plugin provides users with the functionality to engage their audiences and learn what their sites' visitors are thinking. The plugin can be used to add social (or standard) polls to websites and Facebook Pages.
  • Import posts from a Tumblr blog onto your WordPress site with the Tumblr Importer plugin. This plugin takes care of post formats and will also not create duplicate imported posts.

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iNeoMarketing's insight:

Honestly, I was looking for a few solutions that are listed above. Click through for links if necessary.

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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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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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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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