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Who Else Wants to Know What Marketing Automation Software Costs? - Capterra | #TheMarketingAutomationAlert

Who Else Wants to Know What Marketing Automation Software Costs? - Capterra | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Guide to the different prices and fees of marketing automation software. Capterra has been helping organizations make smarter software purchases since 1999.


Digest...


Let’s start with a couple things you need to know before vendors can give you any pricing information:

-- >  How many contacts are in your CRM, email marketing, and/or contact database? Many MA vendors provide pricing based on this number.

-- >  How many emails do you send per month? This is another common way for MA vendors to price their products.

-- >  Price per user : Let’s say you have 3 people on your marketing team, but only one of them handles most of your email campaigns, so all you need is one login, right? Wrong! Consider whether your Sales team, Customer Service team, other members of your Marketing team, or your IT department will need (or want) access to the system.

-- >  CRM Integration : Many MA solutions integrate with popular CRMs like Salesforce, SugarCRM and Microsoft Dynamics. If yours does not, you will have to consider the cost.

-- >  Start-up Fees: Sometimes MA vendors offer (require) a start up service that can cost $5,000 or more. Most vendors don’t charge for this, but some do, and since that cost can be substantial, it’s always better to ask and not be surprised.

-- >  Training : Some MA vendors train new customers online, some will come to your office, and others offer live classes that you travel to attend.

-- >  Add-ons: These items are often sold separately and you can decide if you need them, based on your current business processes. Examples include: social media monitoring and posting, SEO/paid search tracking, email deliverability testing, SPAM checkers, a dedicated IP address, custom landing page URLs, and file hosting. Note that some of these features may come included depending on which package level you choose (i.e. they’d only be add-ons to the lower-priced packages).

 

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iNeoMarketing's insight:

Pricing schemas for marketing automation are really no different than any other application, marketing or not. There are tiers, there are add-ons, there's training, and so forth. Just dig deep before the contract is brought for your review.

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Jinna Zhang's curator insight, May 24, 4:36 PM

This article introduces a  pricing model for marketing automation. Cost of marketing automation is important in every business but should not be the only factor.

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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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How Responsive Web Design Works [Infographic] - HubSpot

How Responsive Web Design Works [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it
This infographic illustrates what responsive web design is, how it works, and why you should make the switch.

 

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The Good and Bad of Social Media Marketing - #infographic - Digital Information World

The Good and Bad of Social Media Marketing - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This new OutMarket infographic explores the notion that social media is a must-have for brands today, but the reality about why CMOs question it and what its true strengths and weaknesses are.

 

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Kiara Zuchkan's curator insight, September 21, 7:54 PM

As a big advocate for social media marketing, I'm very surprised at some of the "bad" statistics in this infographic! In this day and age, I believe that every company needs an active, positive presence on social media in order to stay current.

Nathan Bachynski's curator insight, September 21, 11:36 PM

For a new company, I think social media is a fantastic way to try and market their product. More people join social media every day and just because things like emails are more effective right NOW does not mean that in the future the tables won't be reversed. Now more than ever people are using social networks to communicate than ever before and that's not going to do any but keep progressing to even higher levels. For new businesses, I think having a strong social media campaign would be one of the best plans to attract new business, especially if they are targeting a younger audience.

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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, 10:10 AM
10 key digital marketing technologies to use in 2015
PkBibi's curator insight, September 21, 4:51 PM

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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Yes, You Can Measure ROI in Social Marketing! - ME Marketing Services, LLC

Yes, You Can Measure ROI in Social Marketing! - ME Marketing Services, LLC | The Marketing Technology Alert | Scoop.it

Digest...


Let me share with you what I consider to be measures of ROI in social marketing (and these are in no particular order).

-- >  Community Growth

-- >  Engagement Levels

-- >  Offer Redemptions

-- >  Contest Entries

-- >  Clicks

-- >  Overall Sales

-- >  Conversions (tracking pixels for ads)

-- >  Subscribers

 

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iNeoMarketing's insight:

The only one that counts is Overall Sales. Everything else is a feel-good metric. The R in ROI references return, and that return is revenue.

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The Small Business Content Marketing Toolbox - #infographic - Digital Information World

The Small Business Content Marketing Toolbox - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This infographic takes a look at 5 effective ways your business can use to expand its online presence.

 

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Semantic Mark-up for SEO – What, Why and How (Infographic) - Digital Marketing Philippines

Semantic Mark-up for SEO – What, Why and How (Infographic) - Digital Marketing Philippines | The Marketing Technology Alert | Scoop.it
Semantic mark-up is important for the future of your SEO efforts and the best place to start is to learn the What, Why and How of Semantic Mark-up.

 

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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, 9:42 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, 4:19 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

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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

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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

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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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