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It's official, marketing through your Facebook page is pretty much useless - The Hub

It's official, marketing through your Facebook page is pretty much useless - The Hub | The Marketing Technology Alert | Scoop.it

Digest...


Social media analytics platform Simply Measured compared engagement rates for Interbrand's Top 10 Facebook Pages year-over-year and the results were pretty grim. Despite their skilled social media teams, creative visuals and content producing power, the top 10 brands uniformly saw their Facebook page engagement rates decrease over last year (with the exception of Harley Davidson.)

 

And it's not that the brands haven't been trying. If anything, they've all increased their number of followers. But despite posting more, and arguably better content, their posts continue to reach a declining number of people.

 

__________________

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marketingIO's insight:

Told ya.

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Mark Warren's curator insight, July 10, 2014 12:17 PM

It's official, marketing through your Facebook page is pretty much useless - The Hub

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Your Must-Read MarTech Digest™, for Friday, 7/1/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 7/1/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 

US Independence Day is Monday, so we'll be right back at ya after a few days "off."

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Think my marketing tech landscape is too big? It's missing 1,900 firms - Chief Marketing Technologist

Think my marketing tech landscape is too big? It's missing 1,900 firms - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it
marketingIO's insight:

Dear lord. See Cabinet M for the other 1900. That MarTech graphic will need to be interactive to fit 5700.

 

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7 Lead Management Tools That Will Save You Hours - Marketing Insider Group

7 Lead Management Tools That Will Save You Hours - Marketing Insider Group | The Marketing Technology Alert | Scoop.it
Here are some of our favorites:

Rapportive

Boomerang

Google Groups

Apple’s Address Book

Smartr Contacts

Sprout Social

Sales Genius
marketingIO's insight:

There are a ton of ways to skin this cat.

 

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How to Ramp up Email ROI with Advanced Analytics - EmailonAcid

How to Ramp up Email ROI with Advanced Analytics - EmailonAcid | The Marketing Technology Alert | Scoop.it
Engagement Reporting

Heatmapping & Click Tracking

Email Client Tracking

Subscriber- Level Report

Geolocation Reporting
marketingIO's insight:

I don't know if it's advanced or different. Regardless, please CT for the details.

 

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What Does It Take to Get the Customer Experience Right? - MarketingCharts

What Does It Take to Get the Customer Experience Right? - MarketingCharts | The Marketing Technology Alert | Scoop.it
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35 Killer Marketing Automation Statistics You Need to Know Now - GetResponse Blog

35 Killer Marketing Automation Statistics You Need to Know Now - GetResponse Blog | The Marketing Technology Alert | Scoop.it
The Barriers to Marketing Automation Success

  • Budget constraints. (27%)
  • Lack of skilled employees who can manage marketing automation. (32%)
  • A poor quality contact database. (38%)
  • Lack of content for marketing automation activities. (31%)
  • Complexity of the marketing automation platform. (42%)
  • lack of feedback from sales on lead evaluation
  • poor integration with sales & marketing activities (30%)
  • lack of adequate infrastructure to collect & analyze data
  • issues with compatibility and interoperability issues
  • lack of performance standards – KPIs – for marketing automation
marketingIO's insight:

Much more when you CT.

 

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What marketers need to know about Facebook's latest News Feed update - Econsultancy

What marketers need to know about Facebook's latest News Feed update - Econsultancy | The Marketing Technology Alert | Scoop.it
  • Facebook is putting friends and family first. But Facebook isn't just making sure content from friends is present in users' News Feeds; it's prioritizing that content so that it appears "toward the top."
  • Facebook isn't biased, but there are rules. Marketers that deal in regulated goods or are considering getting edgy with their Facebook campaigns should familiarize themselves with the rules.
  • Clickbait and spam is in the crosshairs
  • Ultimately, users have a lot of control. Facebook allows users to suppress content using unfollow and hide features, and they also let them indicate which content they'd like to "see first."
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The Marketing Recruiting Challenge - Gartner

The Marketing Recruiting Challenge - Gartner | The Marketing Technology Alert | Scoop.it
Consider the following:

  • Where are you in your digital commerce and marketing analytics maturity? If you’re still in the early stages of capability development, you’re asking professionals to be a part of the team to build and develop these capabilities. This may be appealing to some, but for others more interested in delivering results rather than digital transformation programs, this will be a challenge.
  • At what speed do you operate? If you’re a large organization with an established hierarchy, consider the speed of decision making and change within your business. How does this stack-up against an agency, or an online retailer or agile tech business. You may not realize, but what feels like the right pace for some can feel painfully slow to others. The culture shock of moving from an agile organization that acts quickly, to one that acts slowly can be profound.
  • What’s the culture in your organization? Even if you’re a passionate proponent of digital commerce and data driven marketing, what’s the prevailing culture within your business? Are you still in the process of selling the benefits into the wider organization? The best talent wants to flourish in a setting that understands the contribution they deliver, not that questions their value.
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Your Must-Read MarTech Digest™, for Thursday, 6/30/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 6/30/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Why Marketers Are Lagging in Their Adoption of New Analytical Tools - Profs

Why Marketers Are Lagging in Their Adoption of New Analytical Tools - Profs | The Marketing Technology Alert | Scoop.it
Why is this happening?

Over-reliance on IT:

One issue that often hinders adoption of new analytical tools is that many platforms being implemented are heavily dependent on IT for day-to-day operations.



Too Many Systems in Place:

When modern data discovery tools begin to stutter under the pressures of complex data, companies are channeled into purchasing additional, specialized tools to provide stronger back-end capabilities. However, each of these software stacks will, in turn, require increasingly large technical resources to maintain—both on its own, and as a working part of the complete "assembly line" the company now employs to turn raw data into useable information.
marketingIO's insight:

K.I.S.S.

 

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Video In Emails – Taking Interactivity To The Next Level - GetResponse Blog

Video In Emails – Taking Interactivity To The Next Level - GetResponse Blog | The Marketing Technology Alert | Scoop.it
Here are a few simple ‘fixes’ to do away with major issues marketer’s face:

Plug-in Support: Most videos require Adobe Flash or Quicktime plug-in to be present in the subscriber’s device to display correctly. With the onset of HTML5 in email, third party plug-ins are no longer required.

Device Compatibility: Arguably only Apple Mail, Outlook.com and Thunderbird 24 support embedded video in emails. But you can extend visibility by placing a static image or a gif with play icon to redirect the subscriber to the landing page containing the video. 

Download Bandwidth Consumption: Videos have high bitrate and need to be downloaded in order to be viewed. But using progressive playback, subscribers can watch a video without requiring them to download the entire file.

Rendering Issues in non-supporting clients: Many marketers fear that the video might be replaced by blank space in email clients that don’t support video. A single code snippet in the email can cover the entire database to ensure that no one receives a broken experience.

Affect Analytics: Many subscribers won’t watch the entire video. But this can be avoided by providing a teaser along with a CTA to be redirected to landing page featuring the actual video.
marketingIO's insight:

CT for examples. GIF inserts are really the only B2B option.

 

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[FREE]: Experience Remarkable Planning Accuracy With New Growth Hacking Tool - marketingIO

[FREE]: Experience Remarkable Planning Accuracy With New Growth Hacking Tool - marketingIO | The Marketing Technology Alert | Scoop.it

With the NEW Marketing Pipeline Modeler from marketingIO, you'll pinpoint your lead generation objectives with ease. Just input a few variables, and you'll have the starting point for your strategy:

 

  • You'll see how many inquiries you need each month and when you need to generate those inquiries.
  • You'll know the required size of your sales pipeline each month so that you can hit your revenue targets.
  • You can change any variable so that you can fine-tune your desired output.
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FREE Report: Today's Greatest Growth Challenges | 3Q Digital

FREE Report: Today's Greatest Growth Challenges | 3Q Digital | The Marketing Technology Alert | Scoop.it
Being an effective marketer is one of the most challenging – yet rewarding – jobs today. Marketing is constantly in a state of flux: new channels come and go and media consumption behaviors shift. Marketers can only be successful with a sound marketing strategy based on a rich understanding of their customer. Sounds easy, but in practice challenges arise.

At 3Q Digital, we know that theorizing is easy, but data leads to answers. With that in mind, we conducted a quantitative survey of 315 senior marketers to gather insights from the leaders who own and execute marketing strategy today. Our research explored what works, what doesn’t, and what exactly inhibits and enables success.
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7 types of keywords to boost your SEO strategy - Search Engine Land

7 types of keywords to boost your SEO strategy - Search Engine Land | The Marketing Technology Alert | Scoop.it

1. Market-defining keywords
Market-defining keywords are terms and phrases your target audience uses when talking about your business or industry. 

2. Customer-defining keywords
Customer-defining keywords are the terms and phrases your customers use to define themselves. 

3. Product keywords
Product keywords describe what you sell. 

4. Industry thought leaders
Industry thought leaders are individuals or groups within your market segment that are known, respected and set the tone. 

5. Competing company names

 

6. Related vertical keywords
Related vertical keywords are terms within your target segment ecosystem. 

7. Geotargeted keywords
Geotargeted keywords are key for your local rankings. 

marketingIO's insight:

CT for greater explanation.

 

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Nine SEO techniques that take less than 15 minutes | Search Engine Watch

Nine SEO techniques that take less than 15 minutes | Search Engine Watch | The Marketing Technology Alert | Scoop.it
1. Check your site’s organic CTR, revise 10 of the lowest performing page’s title tags and meta descriptions

2. Add Schema markup to your 10 most popular pages

3. Improve your site speed by optimising images

4. Check the proper canonicalization of your domain

5. Verify your Google My Business page, make sure your details are up to date

6. Check that you don’t have any duplicate meta description and title tags

7. Keep on top of your image alt attributes

8. Check your 404 error codes

9. Keep on top of your internal linking
marketingIO's insight:

CT for the hows.

 

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Google’s Keyword Planner tool just became even more inaccurate | Search Engine Watch

Google’s Keyword Planner tool just became even more inaccurate | Search Engine Watch | The Marketing Technology Alert | Scoop.it
You’re probably familiar with the Keyword Planner tool, which is one of the best sources we have to spot opportunities and make the business case for an investment into paid or organic search campaigns.

One of the things it provides is guidance on the volume of searches for any given query. The numbers reported in the tool have always been somewhat vague. They are rounded up and numbers end with at least one zero. 

It turns out that these numbers are now even more imprecise.

Jennifer Slegg spotted that Google has started to combine related terms, pooling them all together and reporting one (bigger) number. No longer can you separate the data for keyword variants, such as plurals, acronyms, words with space, and words with punctuation. As such it would be easy to get a false impression of search volumes, unless you’re aware of the change. No sudden jump in search queries, just an amalgamated number. Be warned.
marketingIO's insight:

For me, it's the final nail in the coffin.

 

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US Marketers Push Personalization Most on Email, Websites - eMarketer

US Marketers Push Personalization Most on Email, Websites - eMarketer | The Marketing Technology Alert | Scoop.it
Dynamic, personalized content is making email a more relevant channel
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Which are the most popular A/B testing tools? [#ChartoftheDay] - Smart Insights

Which are the most popular A/B testing tools? [#ChartoftheDay] - Smart Insights | The Marketing Technology Alert | Scoop.it
A ranking of the services larger businesses use for structured experiments to boost conversion In our Essential Digital Marketing Tools infographic and gui. Marketing topic(s):AB and multivariate testing. Advice by Dave Chaffey.
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Create a Data-Driven Content Strategy in 1 Day [INFOGRAPHIC] - Unbounce

Create a Data-Driven Content Strategy in 1 Day [INFOGRAPHIC] - Unbounce | The Marketing Technology Alert | Scoop.it
Our friends at JBH Agency have designed a beautiful step-by-step infographic showing you exactly how to build out a comprehensive data-driven content strategy: all you need is 24 hours, a few free tools and one clever human.
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Your Must-Read MarTech Digest™, for Wednesday, 6/29/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 6/29/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 


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Where unicorns come from -- feeder roles for marketing technologists - Chief Marketing Technologist

Where unicorns come from -- feeder roles for marketing technologists - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it
#1. There’s a huge variety of feeder roles to the marketing technologist function, but digital marketing/e-commerce roles are most prevalent. 

#2. Some of these precursor roles are really cool! Check out the list below to see which ones stand out to you, but some of my favorites are:

E-commerce Production, Content & Operations Leader
Marketing & Sales Information System Analyst
Manager, Digital Innovation
Manager, Global Sales Enablement
#3. While marketing tech is a hybrid function, there are far more marketing technologists coming from marketing than from tech. 

#4. Marketing technologists appear to skew junior to mid-level. 

#5. At the same time, 17% of this sample had previous titles of “entrepreneur” or consultant of some stripe, representing a range of seniorities. 

#6. I didn’t see as many people with histories in marketing operations as I had expected. 
marketingIO's insight:

I'm surprised as well not to see more from MarketOps.

 

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Automation Showdown: IFTTT vs Zapier vs Microsoft Flow - Lifehacker

Automation Showdown: IFTTT vs Zapier vs Microsoft Flow - Lifehacker | The Marketing Technology Alert | Scoop.it
The Verdict: IFTTT Is Best for Most People, Zapier’s Great for Business Users, and Avoid Flow for Now

The winners here are pretty easy to declare. If you’re a casual user looking to automate a few basic things, go with IFTTT. If you’re a business user, or you’ve been using IFTTT for a while and wish you could do more with it, then go with Zapier.

IFTTT is powerful enough for most people, but more importantly, the massive database of pre-made recipes work like an instruction manual for how to use it.

You can look through “popular zaps” on Zapier too, but it’s not as intuitive or fun to browse. Implementing the popular zaps you find isn’t as easy either. Regardless, if you want to tweak, fiddle, and futz about with the specifics of triggers and actions, Zapier’s the webapp you want. That’s all beside the fact that Zapier’s extensive amount of enterprise apps makes it the obvious choice for anyone who uses niche business software.

We’ll cut Flow some slack here because it’s a preview build, but it’s still pretty hard to tell why it exists in the first place, or why Microsoft even released it in this state. At a glance, it works exactly like IFTTT, but in an extremely limited capacity. It doesn’t add anything new to the table other than Wunderlist integration, which is easy enough to get around by using any of these hacky integrations on IFTTT. Right now, there’s no reason to use it other than pure curiosity.
marketingIO's insight:

An excellent primer.

 

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The Poor Man’s Marketing Stack: How to Hack Marketing Automation - Kissmetrics

The Poor Man’s Marketing Stack: How to Hack Marketing Automation - Kissmetrics | The Marketing Technology Alert | Scoop.it
There are over 2,000 marketing technology companies today. Each one doing something a bit different, filling some unique yet critical need. That means on a daily basis, marketers might choose from 100 different software programs to fulfill relatively basic tasks.

That inspired somebody, somewhere, to misappropriate the word ‘stack’ from the development world to describe how a particular company might be aligning all their pieces of a marketing and sales pie. The result often becomes a head-bangingly frustrating process where you’re piecing together several to deliver a single campaign.

Sure, you could opt for an all-in-one solution like HubSpot. But it’s also expensive. What if you don’t have that kind of loot?

Here’s how you can use even the most basic, inexpensive or free pieces of software to replicate sophisticated marketing automation and business process hacks.
marketingIO's insight:

CT for the details. It's what you'd expect: using Zapier or IFTTT to piece things together.

 

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Predictive Scoring Is A Band-Aid -- Here's The Real Solution - Forbes

Predictive Scoring Is A Band-Aid -- Here's The Real Solution - Forbes | The Marketing Technology Alert | Scoop.it
Here’s why prescriptive is the future:

1. It’s proactive, not reactive. Prescriptive platforms don’t require years of data in order to vet prospects. Past performance is just one variable of prescriptive models, and it’s combined with real-time data to leverage what your company knows — and what it doesn’t know — to prescribe your next customer. This requires prescriptive companies to not only create comprehensive, proprietary data sets, but to also expertly extract insights from them.

2. It’s people-centric. 

3. It’s contextual and actionable. They help your sales and marketing teams understand, in terms of personal relationships, why something is a “D” and not an “A.” This means that prescriptive platforms personalize recommendations based on individual sales reps and who they’re selling to, facilitating tactical exploration rather than a one-size-fits-all strategy. 

4. It’s the end of point solutions. Predictive solutions are often used in tandem with dozens of data vendors and automation tools. But with prescriptive, companies no longer need multiple models and tools for different purposes. Prescriptive gathers and analyzes data across product lines, segments, and sales reps.
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8 Innovative Ways to Optimize Your Website Navigation - The Good

8 Innovative Ways to Optimize Your Website Navigation - The Good | The Marketing Technology Alert | Scoop.it
1. Replace the Drop-Down Menu

2. Make Searching Frictionless

3. Provide Context

4. Create Separate Menus for Different Audiences

5. Add a Fat Footer

6. Choose Your Menu Order Strategically

To drive visitors to your most important links, place them at the beginning and end of your menu.

7. Re-List Sub-Choices

8. Make Your Navigation Bar Dynamic
marketingIO's insight:

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