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Salesforce Wear Aims To Turbo-Charge Both Enterprise And B2B2C Wearables Markets - Forrester

Salesforce Wear Aims To Turbo-Charge Both Enterprise And B2B2C Wearables Markets - Forrester | The MarTech Digest | Scoop.it

Digest...


On June 10, Salesforce.com announced Salesforce Wear, a bundle of free tools and reference applications aimed at evangelizing the power of enterprise wearables. The offering supports six different wearable devices, each with its own open-source reference application to help developers design and build wearable apps that connect to the Salesforce1 platform.

-- >  Salesforce Wear has the potential to turbo-charge the growing market for enterprise wearables.

-- >  Some of the reference applications are pure enterprise/B2B workforce enablement applications which can be generalized to other field service scenarios

-- >  Others reference apps offer solutioning for B2B2C scenarios – which Forrester has been covering extensively in our wearables research.

-- >  Salesforce Wear will offer enterprises a quicker path to creating different types of user scenarios.

-- >  In addition to I&O pros, other tech vendors should take note, too.

-- >  Salesforce’s move into this space both validates the enterprise wearables market and will spur it forward even more quickly.

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marketingIO's insight:

I don't know. Sometimes companies get out in front to find that there's nothing behind them. Jury's out.


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Farid Mheir's curator insight, June 15, 2014 6:21 PM

This may feel a bit too much like Big Brother for some, but with the right kind of incentives, this may hold some promise. I can also envision large conferences where identifications can be moved from badges to wearable devices. Interesting that Salesforce is capturing this market first.

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[FREE] The 2018 Marketing and Technology Plans of 500 Executives - Conductor

[FREE] The 2018 Marketing and Technology Plans of 500 Executives - Conductor | The MarTech Digest | Scoop.it
We surveyed 500 execs across multiple industries to see where they’ve been this past year — and where they’re going. In 2018, balancing the goals and spend for marketing and technology are a big point of concern.

What else are marketing executives focusing on for next year?

• 68% will increase marketing spend in 2018
• 76% of marketing execs are increasing investment in content marketing
• Conversions and revenue are replacing leads and traffic as top KPIs
• The biggest point of uncertainty is the rise of artificial intelligence
marketingIO's insight:

[FREE] The 2018 Marketing and Technology Plans of 500 Executives - Conductor

 

Behind a quick reg form.

 

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A balanced approach to data-driven SEO - Search Engine Land

A balanced approach to data-driven SEO - Search Engine Land | The MarTech Digest | Scoop.it
Your goals will dictate what you track, how you track and why you track. Use your goals as a guidepost to keep you focused. By having this focus, you will be able to do the work that matters.

Now, it will be tempting to veer off-course and peek at all the other data you may be collecting. And if you must, then set up a limited amount of time to do so. But be careful that you don’t get sucked into the information overload trap.

Here are a few more tips to ensure you keep your head above all the data:

Spend your time collecting and analyzing data that is on a need-to-know basis rather than a nice-to-know basis.
Focus on quality of information collected, rather than quantity.
Don’t multitask. Single-tasking keeps your mind focused on what is most important.
marketingIO's insight:

A balanced approach to data-driven SEO - Search Engine Land

 

I wish I never had to multitask.

 

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Urgency and the Buying Process - Gartner

Urgency and the Buying Process - Gartner | The MarTech Digest | Scoop.it
• Buyer Acknowledged Urgency
• Buyer Unrecognized Urgency 
• Provider Forced Urgency (Legitimate) – This is more about customer retention than acquisition, but sometimes vendors force urgency on customers by changes they make in their business, such as ending the life of a product or making changes to a SaaS offer.  
• Provider Forced Urgency (Artificial) – This is the worst form of urgency.   It occurs when providers create urgency through artificial deadlines.   
marketingIO's insight:

Urgency and the Buying Process - Gartner

 

The first two are for which we all hunt.

 

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How to Fix The 8 Most Common Marketing Analytics Weaknesses - Tag Inspector

How to Fix The 8 Most Common Marketing Analytics Weaknesses - Tag Inspector | The MarTech Digest | Scoop.it
1. POST-CONVERSION EVENTS
2. CALL TRACKING
3. UNSTRUCTURED DATA
4. CUSTOMER EXPECTATIONS AND SURVEY DATA
5. OFFLINE ATTRIBUTION
6. CHANNEL DEFICIENCIES
7. OPERATIONAL EFFICIENCY
8. BUSINESS IMPACT
marketingIO's insight:

How to Fix The 8 Most Common Marketing Analytics Weaknesses - Tag Inspector

 

Click through for more details.

 

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10 Useful Tools for Creating Content, Writing, and Researching - Social Media Examiner

10 Useful Tools for Creating Content, Writing, and Researching - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Speed Up Your Writing With TextExpander
#2: Organize Online Research With OneTab
#3: Create Screenshots, Screencasts, and GIFs With CloudApp
#4: Build UTM Links With Google Analytics URL Builder Extension
#5: Set Up Shortcuts to Find Files With Alfred
#6: Improve Your Writing With ProWritingAid
#7: Record Tutorial Videos With Loom
#8: Expand Your Clipboard With Weava
#9: Transcribe Posts With Google Docs Voice Typing
#10: Identify Who Shared Your Content With CrowdTangle
marketingIO's insight:

10 Useful Tools for Creating Content, Writing, and Researching - Social Media Examiner

 

Some excellent tools in here.

 

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How to Use the Power of Selective Attention Phenomenon for Higher Conversion Rates - Invesp

How to Use the Power of Selective Attention Phenomenon for Higher Conversion Rates - Invesp | The MarTech Digest | Scoop.it
Selective attention is our coping mechanism to process the information around us. This ability to focus keeps us alive and smartly productive.

When scanning websites for information, visitors have an aim. With a goal in mind, they don’t pay attention to all elements on page, they rather focus on the useful elements for the task, so the brain can process just useful information.

Here are a few ways you can increase conversion rates by helping visitors focus on the right elements on page.

1. Conduct Usability Studies
2. Focus on Visitors’ Goals
3. Declutter and Use White Space
4. Be Careful with Banners and Right Column Content
5. Use Functional Animation
6. Use Visual Hierarchy
7. Use Pop-Ups and Modal Windows
marketingIO's insight:

How to Use the Power of Selective Attention Phenomenon for Higher Conversion Rates - Invesp

 

Excellent guidance! The how's when you click through.

 

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Six Tips for Organizations Considering Account-Based Marketing - Sirius Decisions

Six Tips for Organizations Considering Account-Based Marketing - Sirius Decisions | The MarTech Digest | Scoop.it
• ABM is not an all-or-nothing proposition.
• Three key ingredients are needed to support account-centric marketing.  What level of account insights is available to you? Is there regular account-level engagement between sales and marketing? Do you have the capability to resource and fund account-specific customized content, activities and metrics? 
• Account insights are the foundation of everything.
• Pilots are the way to go. When implementing account-centric marketing, always start with a pilot – and be sure to call it that. 
• Leverage your existing tech stack.
• Account-centric marketing is a team sport.
marketingIO's insight:

Six Tips for Organizations Considering Account-Based Marketing - Sirius Decisions

 

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How AI Will Make Marketing More Personalized in 2018 | Marketing Insider Group

PUSH NOTIFICATIONS WITH PERSONALIZATION

COLLABORATIVE FILTERING

AI-BASED IMAGE RECOGNITION SOFTWARE

MULTI-SENSORY CONVERSATIONS

INCREASINGLY SEGMENTED EMAIL MESSAGING
marketingIO's insight:

How AI Will Make Marketing More Personalized in 2018 | Marketing Insider Group

 

Unless you have a bevy of developers, AI will need to baked into applications. Why is anyone talking about AI if it isn't baked into applications as a feature?

 

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What is the ROI of website personalization? | Smart Insights

What is the ROI of website personalization? | Smart Insights | The MarTech Digest | Scoop.it
Chart of the Day: Ecommerce businesses share their ROI from personalization for the Retail, Travel and Financial services sectors
marketingIO's insight:

What is the ROI of website personalization? | Smart Insights

 

Your results WILL vary.

 

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The Top 20 Elements That Add Credibility to Your Website - QuickSprout

The Top 20 Elements That Add Credibility to Your Website - QuickSprout | The MarTech Digest | Scoop.it
Before you start trying to drive traffic to your website, you need to master one factor. I’m talking about credibility. Without a credible website, you’ll struggle to get more customers and increase conversions. Plus, credibility shows you’re trustworthy.

If you’re offering something without a trusted name or brand behind it, people will be hesitant to buy what you’re selling. Why? Well, with so many other options available on the market, it’s too easy for people to find what they’re looking for somewhere else. This goes for ecommerce stores, blogs, or any business that has a website. If a visitor sees a red flag on your website, they will leave. 
marketingIO's insight:

The Top 20 Elements That Add Credibility to Your Website - QuickSprout

 

Pls click through for the complete list of elements.

 

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New Research Finds Use of Video Accelerating in B2B with 71 Percent Reporting that Video Converts Better than Other Content Types - Vidyard

New Research Finds Use of Video Accelerating in B2B with 71 Percent Reporting that Video Converts Better than Other Content Types - Vidyard | The MarTech Digest | Scoop.it
1) Video Creation Remains Priority as Usage Rapidly Increases: Over 90 percent of study participants report that video is becoming more important as a form of marketing content, while 93 percent report having some type of video creation capabilities in-house to reflect those needs.
2) The Role of Video is Expanding from Marketing to Sales: 37 percent of sales teams are now using video throughout the sales cycle and 23 percent are now creating their own video content, both measures are up more than 50 percent from the previous year.
3) Video is Becoming More Integrated with Business Systems: 45 percent of marketers report integrating video data within their marketing automation or customer relationship platforms, up more than 30 percent from the previous year.
marketingIO's insight:

New Research Finds Use of Video Accelerating in B2B with 71 Percent Reporting that Video Converts Better than Other Content Types - Vidyard

 

Data to support the tactic's use in 2018.

 

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3 elements of landing page psychology you need to know | Smart Insights

3 elements of landing page psychology you need to know | Smart Insights | The MarTech Digest | Scoop.it
1. Single Option Aversion
You’ve probably heard of “the paradox of choice”, the theory that if you are presented with too many options, you are less likely to make a decision. Well, it turns out that most experiments attempting to replicate that effect don’t actually find it. The effect may be real, but it seems to only occur in idiosyncratic circumstances that nobody yet fully understands. So while it’s certainly important for landing page design to be simple and clear, it’s almost certainly a bad idea to give your consumers too few options, especially only one.



2. Opportunity Cost
When the clock was ticking, the participants used “lexicographic choice,” i.e. they compared options by their most important attributes first, then by the second most important attributes, and so on. What does this mean for landing pages? You need to determine what your most important differentiators are, how consumers are comparing products, and make sure that those differentiators stick out as soon as users hit your landing page.



3. Hyperbolic Discounting
This is an effect that has been replicated in a wide variety of experimental designs. Put simply, we humans have a bias for the present. A dollar today is worth more than two dollars next month. According to research by George Ainslie, people prefer “smaller sooner” rewards over “larger later” rewards. We will take $50 today over $100 in six months, even though we won’t take $50 in three months over $100 in nine months, even though this is just the same choice viewed from a distance of three months.
marketingIO's insight:

3 elements of landing page psychology you need to know | Smart Insights

 

Examples when you click through. If you want more information, see the tag "neuromarketing."

 

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Quick Guide to Building a WordPress Website - BlueHost

Quick Guide to Building a WordPress Website - BlueHost | The MarTech Digest | Scoop.it
New to Wordpress and building a site from scratch? With this step-by-step guide videos you’ll be up and running in no time.
marketingIO's insight:

Quick Guide to Building a WordPress Website - BlueHost

 

For the WP newbies. Not that hard, but be careful about your choice of hosting provider, as some are not as fast as others when it comes to WP.

 

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Strengthening Predictive Analytics with Intent Data - MarTech Series

Strengthening Predictive Analytics with Intent Data - MarTech Series | The MarTech Digest | Scoop.it
A complete predictive analytics solution combines a sound understanding of your target market and multiple sources of intent data and real-time engagement data to accurately predict and target new accounts. Target market data includes current customer intelligence and lookalike modeling, plus firmographic data derived from organization characteristics and technographic data that looks at organizations’ current solutions to glean information about purchase behavior. Real-time engagement data comes from responses to various sales and marketing tactics, including direct mail, display advertisements, inside and field sales outreach, and email campaigns to help round the solution out.

Intent data can build on target market intelligence with first-party and third-party data by helping uncover the content research and engagement trends for solutions in your stack. This type of data includes first-party data such as website traffic monitoring that companies can already access internally, and can be an invaluable advantage for a predictive solution. True intent data incorporates third-party data such as intelligence from the B2B web, making it even more powerful as a contributor to a predictive strategy.

Combined, this internal and external intent data provides a framework from which sales and marketing teams can begin to characterize the accounts that make up their current and prospective customers. Intent data forms part of a solid groundwork from which a predictive customer acquisition strategy can build if it has broad coverage of the target market. Real-time engagement provides the final piece to a true predictive solution.
marketingIO's insight:

Strengthening Predictive Analytics with Intent Data - MarTech Series

 

And everything goes into a CDP.

 

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7 Ways To Get More Out Of Your B2B Database, Your Most Important Marketing Asset

7 Ways To Get More Out Of Your B2B Database, Your Most Important Marketing Asset | The MarTech Digest | Scoop.it
1. Identify what’s important to record

2. Simplify the fields

3. Assign a department owner

4. Establish protocol for values

5. Regularly review for accuracy

6. List segmentation

7. Document
marketingIO's insight:

7 Ways To Get More Out Of Your B2B Database, Your Most Important Marketing Asset - Forbes

 

The #1 way: combine it with 3rd party sources into a CDP for the most complete customer view to accelerate your ABM efforts.,

 

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Budgeting For Short And Long Term Brand Building | Branding Strategy Insider

Budgeting For Short And Long Term Brand Building | Branding Strategy Insider | The MarTech Digest | Scoop.it
To make next year’s budget support both the short and long term for your brand, you must be able to answer two questions:

1) How large is my pool of “receptive consumers” – those who are receptive to marketing investment in my brand?
2) What form of investment in my brand – product, A&P, pricing, distribution, other – are they most receptive to?

The answers to these questions will tell you where increasing investment will result in both a big, profitable volume response and a sizeable bump up in your longer-term brand equity. Just as important, they’ll tell you where and how you are overinvesting in your brand. This is the key to unlocking funds for increasing investment without having to trade-off next year’s margin for more growth.
marketingIO's insight:

Budgeting For Short And Long Term Brand Building | Branding Strategy Insider

 

It has never been more science than art.

 

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Overcoming Cyber Security Challenges in Digital Marketing - Relevance

Overcoming Cyber Security Challenges in Digital Marketing - Relevance | The MarTech Digest | Scoop.it
CONTENT MARKETING

Many businesses use a Content Management System (CMS) such as WordPress to support content marketing. This allows you to easily upload, edit, and feature new content like blog posts. However, as the most popular CMS, hackers are very familiar with how WordPress functions. If they hack your site they can use it to distribute malware to your users. Needless to say, this can severely damage your reputation.



EMAIL MARKETING

A common hacker tactic is to hijack one of your email accounts and use it to send spam, including fraudulent or virus-infected emails. Most ISPs and many servers have set up spam filters to identify and block spammers based on the originating IP address. Hackers want to take over your site’s email to do their dirty work while protecting themselves.



CUSTOMER RELATIONSHIP MANAGEMENT

Forming strong relationships with your customers is about building trust. Start by installing SSL (Secure Sockets Layer) protocols on your website.This will ensure that sensitive information is not stored or transferred in plain text format; instead, it will be encrypted.



SOCIAL MEDIA MARKETING

While it’s important to keep all your security software up to date, most data breaches occur because of human mistakes. Unauthorized downloads, shared copies, and poor passwords can introduce threats to your network. One channel that requires special vigilance is social media.
marketingIO's insight:

Overcoming Cyber Security Challenges in Digital Marketing - Relevance

 

Make no mistake: you MUST secure cybersecurity insurance! Budget it in for 2018.

 

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Surveying the Customer Experience Technology Landscape - CMSWire

Surveying the Customer Experience Technology Landscape - CMSWire | The MarTech Digest | Scoop.it
CX strategy notwithstanding, a handful of capabilities in the CX technology stack stand out. They include the following:

• Customer profile/master data management: Understanding the customer is the central tenet in CX today and requires tracking of information such as social and sentiment data and relationships, mobile profiles and communication preferences, devices, mobile app usage patterns, and anonymous and logged-in web activity data.
• Customer analytics and AI: Comprehensive analytical capabilities will make or break CX initiatives. Gartner believes that by 2020 more than 40 percent of all analytics projects will relate to an aspect of CX, and Signal Marketing found that 61 percent of CMOs believe that AI will have the biggest impact on CX.
• Voice of the customer: Tools that allow companies to obtain and act on customer feedback, including social media listening posts, surveys and suggestion boxes, will become quite important as customers seek to engage and tune their experiences.
• Multichannel service: Providing consistent and seamless experiences across channels is a critical component of CX. Companies must be able to recognize customer activity across all channels and to deliver personal communications to all channels in real time.
marketingIO's insight:

Surveying the Customer Experience Technology Landscape - CMSWire

 

Be sure there's an attribution path associated with the CS tech.

 

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Perfect Social Media Marketing Strategy: An Expert-Level Guide to Get More Sales at Every Stage of the Funnel | Jumper Media

Perfect Social Media Marketing Strategy: An Expert-Level Guide to Get More Sales at Every Stage of the Funnel | Jumper Media | The MarTech Digest | Scoop.it
In this epic, expert-level Strategy Guide…
We’ll cover the basics of a successful social media marketing strategy, including which content types serve what purposes (with examples and templates of course), and how a good social media plan can work for you across the marketing funnel.

You see, most businesses miss out on massive opportunities because their vision for social media is limited.

As a result, they’re posting regularly on Facebook and Instagram, but not getting great results. That’s because doing what we call Posting and Praying doesn’t work.  It doesn’t drive sales or traffic, and it usually only gets you in front of people that already know about you.

It’s 2018. You’ve got to try harder than that.
marketingIO's insight:

Perfect Social Media Marketing Strategy: An Expert-Level Guide to Get More Sales at Every Stage of the Funnel | Jumper Media

 

A smart post with a growth-hacking slant to it. 

 

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Announcing support for AMP article analytics on Twitter - Twitter

Announcing support for AMP article analytics on Twitter - Twitter | The MarTech Digest | Scoop.it

Twitter is at the very center of news, keeping people informed about what’s happening in real-time. A vital part of that is in discovering and reading news articles from the timeline. To optimize this experience, we support AMP — Accelerated Mobile Pages — in our mobile clients on iOS, Android and on the web. This HTML-based technology provides building blocks for publishing highly responsive, fast-loading, bandwidth-efficient web pages. Many publishers and content management systems have adopted this technology, and we've supported embedding of Tweets inside AMP articles since its launch.

marketingIO's insight:

Announcing support for AMP article analytics on Twitter - Twitter

 

Here's the link to the article: https://blog.twitter.com/developer/en_us/topics/tools/2017/announcing-support-for-amp-article-analytics-on-twitter.html

 

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The Forrester Wave: Digital Experience Service Providers, Q4 2017

The Forrester Wave: Digital Experience Service Providers, Q4 2017 | The MarTech Digest | Scoop.it
Key Takeaways

• Firms seek help from digital experience service providers.
• Experience Design, Content, And Platform Expertise Are Key Differentiators
• Accenture, SapientRazorfish, and Deloitte lead the pack.


The best digital experience service providers:

• Bring a brand to life through the experiences it delivers.
• Reframe a request for digital experiences into digital business transformation.
• Fulfill both the creative and technology needs of a digital experience program.
• Become strategic advisers and co-innovation partners that extend your team.
marketingIO's insight:

The Forrester Wave: Digital Experience Service Providers, Q4 2017

 

For the big fish. The report is available for subscribers, however, you may want to look to one of the vendors for a free download.

 

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6 Effective Account-Based Marketing Examples You Can Copy Today - Integrate

6 Effective Account-Based Marketing Examples You Can Copy Today - Integrate | The MarTech Digest | Scoop.it
Account-Based Marketing Examples Worth Implementing:

1. Engaging Your Target Accounts With Educational Content
2. Sending Personalized Emails To Target-Account Contacts
3. Leveraging Social Media To Engage Target Accounts…Tactfully
4. Working With Partners To Engage Your Target Accounts
5. Implementing A Smart Account-Based Direct Mail Campaign
6. Hosting Events Specifically For Your Target Accounts
marketingIO's insight:

6 Effective Account-Based Marketing Examples You Can Copy Today - Integrate

 

These are NOT mutually exclusive. And #1 should be atop your list.

 

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How to Get Started With LinkedIn's New Website Demographics - HubSpot

How to Get Started With LinkedIn's New Website Demographics - HubSpot | The MarTech Digest | Scoop.it
LinkedIn recently launched a free reporting tool that sheds new light on the LinkedIn members who visit your website. Here's how to use it.
marketingIO's insight:

How to Get Started With LinkedIn's New Website Demographics - HubSpot

 

If you had to pick 2 social media channels, it'd be LI and FB (FB has come a long way in a short period of time for B2B marketers).

 

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Infographic: The Perfect Execution of Conversion Rate Optimization - CrazyEgg

Infographic: The Perfect Execution of Conversion Rate Optimization - CrazyEgg | The MarTech Digest | Scoop.it
Conversion rate optimization is a science project. You’re dealing with data, hypotheses, results, measurement techniques and sources of error.
marketingIO's insight:

Infographic: The Perfect Execution of Conversion Rate Optimization - CrazyEgg

 

Optimization goes hand-in-hand with anything digital.

 

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Get Your Emails Read: How to Level-Up Your Inbox Game [Infographic] - Marketing Profs

Get Your Emails Read: How to Level-Up Your Inbox Game [Infographic] - Marketing Profs | The MarTech Digest | Scoop.it
It's easy to send an email to subscribers, but not so simple to make sure it's delivered to their inboxes. This graphic (and game!) outlines the email deliverability best-practices for marketers.
marketingIO's insight:

Get Your Emails Read: How to Level-Up Your Inbox Game [Infographic] - Marketing Profs

 

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Milenn's curator insight, December 12, 9:40 AM
whoa, really beautiful graphic design! <3