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4 Parts of a Must-Click Call to Action | Convince and Convert: Social Media Strategy and Content Marketing Strategy

4 Parts of a Must-Click Call to Action | Convince and Convert: Social Media Strategy and Content Marketing Strategy | The MarTech Digest | Scoop.it

Digest...


1. Use first person.

Did you know that changing the pronoun in your CTA could drastically improve conversions? In one case, changing from “start your free 30-day trial period” to “start my free 30-day trial period” increased conversions by 90%!

 

2. Keep it simple, but specific.

Use language that reflects what your customer is going to receive when they click. Put yourself in their shoes: What’s the next step in the sales process? Do they want to see prices? Sign up for a newsletter? Share with friends?


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3. Add social proof.

Social proof helps to convince a potential customer that people like them are buying—and loving—your product. It can take several different forms – Product reviews help customers make decisions. Logos of companies that have used or featured your product give credibility. Testimonials with photos are often used to attract like-minded buyers.

 

4. Don’t assume you know how your customers will act.

Sometimes our customers do wacky things. That is why A/B testing is so critical. 

marketingIO's insight:

If you want an immediate boost, follow #1. Start there, enjoy the uplift, and move to the others.

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Sales Renewal's curator insight, October 29, 2014 7:02 AM

Is it time to assess your Calls to Action? Here are four things to consider:

  1. use the first person;
  2. keep it simple - and specific;
  3. add "social proof" - testimonials, for example;
  4. A/B test wherever possible - don't assume you know how visitors will act.


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Private blog networks: A great way to get your site penalized - Search Engine Land

Private blog networks: A great way to get your site penalized - Search Engine Land | The MarTech Digest | Scoop.it
You may have heard about private blog networks (PBNs) before, but you may not be sure what they are or why they are used. A PBN is a network of websites used to build links (and therefore pass authority) to a single website for the purpose of manipulating search engine rankings. This scheme is similar to a link wheel or link pyramid, as it involves several different websites all linking to one another or to one central website.

While these types of schemes were used commonly years ago, PBNs are now considered a pure black hat tactic and should be avoided at all costs, as they can lead to a loss in rankings, or even a manual penalty. PBNs usually provide little to no long-term value to the websites they are linking to.
marketingIO's insight:

"Private blog networks: A great way to get your site penalized - Search Engine Land"

 

You've been warned.

 

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Gartner Predicts: 2018 Predictions for CRM Sales Technology - Gartner

Gartner Predicts: 2018 Predictions for CRM Sales Technology - Gartner | The MarTech Digest | Scoop.it
Gartner is pleased to announce our latest version of the annual predictions note, Predicts 2018: CRM Sales Technology Evolves With New Options for Improving Sales Outcomes, available Gartner clients here.

--Ilona Hansen examines the rapid growth and adoption of B2B predictive lead scoring technologies.
--Melissa Hilbert writes about the promising future for improving sales compensation practices using sales bots.
--Mark Lewis provides two predictions, one concerning the movement of CPQ products into the front-office product suite, and one concerning the coming automation of low-to-medium touch B2B sales transactions.
--I examine the growth in sales enablement tool adoption, and its potential implications for sales technology spend at corporations.

A business graph is a logical description of the correlations between and among discrete components of business process.  As applied to sales, the business graph is the meta data of sales execution.  It spans all of the tools that sales representatives use, be it email, SFA, CPQ, sales content, or LinkedIn. Unfortunately, Gartner estimates that far fewer large B2B organizations built the graphs than we expected. We estimate that no more than 10% of large enterprises have taken this approach across B2B.  
marketingIO's insight:

"Gartner Predicts: 2018 Predictions for CRM Sales Technology - Gartner"

 

Readily available if you're a Gartner client. FYI.

 

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Why CFOs should care about predictive marketing analytics - Marketing Tech News

Marketing feels they’re not getting recognition for their achievements. Finance sees marketing as an endless cost centre. This is not an easy fix. Forrester research shows 78% of respondents agree that marketing-finance alignment is vitally important, but only 15% feel that the two departments currently work together towards shared goals. At the very core of this rift is an inability to measure the impact of marketing in wider financial terms. That’s where predictive marketing analytics steps in.

Advanced predictive creates a centralised metric that brings marketing and finance onto the same page: Customer lifetime value (CLV) which represents predicted lifetime revenue in quantitative financial terms.

CLV allows marketing to see which accounts are most worth targeting so it can better focus its efforts, and in turn build a better business case for reinvestment; and finance can see exactly where revenue is coming from, through a clear, centralised dashboard.

Finance executives get complete future-based oversight of marketing performance towards tangible financial goals – so they can make better decisions about the wider business.
marketingIO's insight:

"Why CFOs should care about predictive marketing analytics - Marketing Tech News"

 

This may be wishful thinking: a rock-solid system for attribution is a prerequisite.

 

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Free Gantt Chart Templates for Your Project Management Needs - Capterra

Here are links to free Gantt chart templates that you can use:

A free Gantt chart template for Excel from Smartsheet
A free Gantt chart template for Excel from TeamGantt
Free Gantt chart templates from Microsoft Office
A free Gantt chart template for Google Sheets
marketingIO's insight:

"Free Gantt Chart Templates for Your Project Management Needs - Capterra"

 

As opposed to using MS Project. Click through for the links.

 

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How to Target Specialized Audiences With Facebook Ads - Social Media Examiner

How to Target Specialized Audiences With Facebook Ads - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Create a Saved Audience of Your Ideal Customer Demographics
#2: Set Up a Saved Audience of Hyper-Local Users
#3: Create Custom Audiences From Your Email List
#4: Remarket to Visitors Who Take Specific Actions on
Your Website
#5: Reconnect With People Who Engaged With Your Business on Facebook and/or Instagram
#6: Define Lookalike Audiences to Reach New People Who Are Most Likely to Convert
marketingIO's insight:

"How to Target Specialized Audiences With Facebook Ads - Social Media Examiner"

 

This is one of the most complete blueprints on using FB advertising. Excellent!

 

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Scale Your B2B Content with Artificial Intelligence - CMI

Scale Your B2B Content with Artificial Intelligence - CMI | The MarTech Digest | Scoop.it
Tools like Crayon and Pathmatics enable you to monitor the digital footprint of your competitors, giving you information to use when forming your content marketing strategy.

Marketing planning often involves analyzing content as a basis for making decisions about future content. One free AI tool anyone can use for this purpose is IBM Watson Analytics. You import any dataset – for example, a CSV file – and explore it.

You may even be using a curation tool – Curata or Scoop.it, for example – and not realize that you’re using AI.

One new tool – Phrasee – creates email subject lines that can result in more opens, clicks, and conversions than subject lines written by people. 

Tools that analyze text for grammar, sentiment, style, and tone of voice include Acrolinx, Grammarly, and AtomicReach.

Data-intensive content (based on financial info, analytics, product info, etc.) lends itself to automation such as the Automated Insights tool called Wordsmith.

In a tool like Clarifai, an algorithm assesses images ­– for example, items of apparel ­– and tells how likely each image is to be one type of thing or another.

Google has jumped in with its recent release of Google Analytics Solutions. If you have a list of questions you want answered every month, you can set up this tool to ask Google those questions (as shown below) instead of asking a data analyst.
marketingIO's insight:

"Scale Your B2B Content with Artificial Intelligence - CMI"

 

You'll want to click through for the links to the tools.

 

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The Most Effective Ways to Generate Leads for Your Business - Quick Sprout

The Most Effective Ways to Generate Leads for Your Business - Quick Sprout | The MarTech Digest | Scoop.it
Use influencers to generate social proof

Create an actionable Facebook advertisement

Use Twitter’s advanced search queries

Focus on your value proposition

Make sure your website has a blog

Leverage cold outreach (the right way)
marketingIO's insight:

"The Most Effective Ways to Generate Leads for Your Business - Quick Sprout"

 

There are many other effective ways, but bear in mind that getting the attention of an influencer is very difficult.

 

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CMOs, you blew it. Marketing technology investments retreat - Which-50

CMOs, you blew it. Marketing technology investments retreat - Which-50 | The MarTech Digest | Scoop.it
Once again, offered the opportunity to lead, marketing has shrunk to the occasion. Not all marketers, and not all companies, of course — some CMOs have genuinely grasped the mantle. But for too many, the technology challenge proved a bridge too far. As with digital leadership, many marketers overreached with the promises they made to the C-Suite, leaving them exposed when the expected ROI failed to materialise.

And that is reflected in spending this year. Last year’s survey showed 27 per cent of marketing budget was allocated to martech, that dropped to 22 per cent this year. And overall spending on marketing as a percentage of total expense also declined.

In fact, it’s possible that the CMOs’ moment in the technology sunshine may be passing. The sheer complexity of the marketing technology ecosystem — and the huge wins to be derived by more fully integrating marketing into the wider corporate tech stack — suggest to us that IT will take an increasingly prominent role in martech decision making. How CMOs respond over the next 12 months will answer the question. 
marketingIO's insight:

"CMOs, you blew it. Marketing technology investments retreat - Which-50"

 

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

Joe Rizzo

8/4/2014

 

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How to (Finally) Simplify Your B2B Marketing Technology Stack - Skyword

How to (Finally) Simplify Your B2B Marketing Technology Stack - Skyword | The MarTech Digest | Scoop.it
Evaluate these questions to understand what your brand’s data needs really are:
-What Do I Have to Justify?
-What Would I Like to Learn?
-Who Will Eventually See This?

Once you’ve understood what your data needs are, the process of choosing your most efficient marketing tech stack becomes a simple matter of sorting through the marketplace while keeping a few priorities in mind:
Customization and Integration. 
Ease of Use.
marketingIO's insight:

"How to (Finally) Simplify Your B2B Marketing Technology Stack - Skyword"

 

This is a start, but it's a complex process. Don't underestimate the need for the right human resources, and overestimate the complexity of integration.

 

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New Research Report Reveals How Much Bad Leads Could Be Costing You | CustomerThink

New Research Report Reveals How Much Bad Leads Could Be Costing You | CustomerThink | The MarTech Digest | Scoop.it
marketingIO's insight:

"New Research Report Reveals How Much Bad Leads Could Be Costing You | CustomerThink"

 

The data demonstrates half-assed efforts.

 

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Blockchain marketing: A look at the technology landscape and emerging players - ClickZ

Blockchain marketing: A look at the technology landscape and emerging players - ClickZ | The MarTech Digest | Scoop.it
On the email side, 21.co enables individuals to put a price on their attention. In other words, no more spam. Want to reach Bitcoin investor Marc Andreessen? He promises to read your email… but it will cost you.

By moving the cost of email from the recipient to the sender, we will start to see email systems that compensate people for the value of their time and attention. I’m not as expensive as Marc. I only charge $20, with all proceeds going to Coin Center.
marketingIO's insight:

Blockchain marketing: A look at the technology landscape and emerging players - ClickZ

 

I scooped this to give you an idea as to how blockchain is being applied to the MarTech landscape. Consider this: every email is of a transactional nature, and could very well become blockchained.

 

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How to Create and Present a Highly Effective Value Proposition - Quick Sprout

How to Create and Present a Highly Effective Value Proposition - Quick Sprout | The MarTech Digest | Scoop.it
There’s no perfect way to display your proposition. It’s not like there’s a blueprint that has specific requirements. With that said, there are certain components you should consider when coming up with this display on your website.

1) Start with a headline. Keep it short, and try to grab the customer’s attention.

2) Next, create a subheader. It will be slightly longer than your headline, adding a little bit more information. The subheader should be specific.

3) You’ll also want to come up with a few sentences that describe your brand, product, or services in greater detail. It’s always helpful to include some bullet points that outline some of your top benefits or key features.

4) Images work well too. Visuals help make the customer understand exactly what you’re offering or how the product works.
marketingIO's insight:

How to Create and Present a Highly Effective Value Proposition - Quick Sprout

 

This snippet focuses on the presentation. Click through on how to create.

 

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Use Twitter to Boost Your SEO Campaign - Relevance

Use Twitter to Boost Your SEO Campaign - Relevance | The MarTech Digest | Scoop.it
PROMOTE THE RIGHT KEYWORDS

There is no better way to reach a large audience than with white hat SEO practices and strategies. The most important thing for your online marketing is choosing the right keywords. If you use them in your tweets you can easily be ahead of competitions since they will give relevance to your posts. But it’s crucial that you include them in your tweets so they appeal to the audience and do not leave any negative effects. Carefully prepared posts can have a noteworthy impact on the followers if the content is well-thought out and meaningful.

ALWAYS USE HASHTAGS

You’ve probably noticed people using hashtags on social media in abundance. This practice actually started on Twitter, even though the origins of hashtags date back to 1978. Incorporating them in your posts is like using metadata. If you pair them with the right keywords, you’ll get more desirable SEO effects. Use them in every tweet and as much as possible so you can be as high as possible in the search result list. However, keep in mind that they have to be meaningful and connected to what you’re posting, and also that you have to fit them in a 140-characters long message.
marketingIO's insight:

Use Twitter to Boost Your SEO Campaign - Relevance

 

Suggest you tackle this only after you have your SEO program humming.

 

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The 8 Best Tools for Finding Competitor Keywords | WordStream

The 8 Best Tools for Finding Competitor Keywords | WordStream | The MarTech Digest | Scoop.it
1. BuzzSumo

2. SEM Rush

3. SpyFu

4. Ahrefs’ Keywords Explorer

5. AdWords’ Auction Insights

6. Crowdsourcing Keyword Research

7. Tag Clouds

8. WordStream’s Free Keyword Tool
marketingIO's insight:

And these are the top tools for competitive keyword search.

 

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[FREE] Introductory Guide to Developing Your Customer Theory [an interactive worksheet] - MECLABS

[FREE] Introductory Guide to Developing Your Customer Theory [an interactive worksheet] - MECLABS | The MarTech Digest | Scoop.it
A simple, interactive worksheet designed to help get all the customer wisdom from your agencies, internal team and entire ecosystem in one place

This simple, interactive worksheet template is excerpted from MMC 5422 | Customer Research and the Fundamentals of Online Testing, a course in the Communicating Value and Web Conversion graduate certificate program from the University of Florida and MECLABS Institute. It is designed to help your marketing team, agencies, and other stakeholders and partners collaborate and get aligned to power your customer-first marketing — on who your customers are, what they want (even when it doesn’t directly relate to your product), and in what context they view your marketing messages.

Use this simple template as your guide to help increase customer intimacy, share it with your entire marketing and agency ecosystem along with key business stakeholders and partners from product development to customer service to manufacturing, and ultimately create customer-first marketing that resonates with your customers and increases the probability of conversion.
marketingIO's insight:

[FREE] Introductory Guide to Developing Your Customer Theory [an interactive worksheet] - MECLABS

 

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4 Tools to Simplify Your Twitter Marketing - Social Media Examiner

4 Tools to Simplify Your Twitter Marketing - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Grow an Optimized Audience by Assessing Twitter User Behavior With Followerwonk
#2: Optimize Your Twitter Scheduling and Posting With Buffer
#3: Refine Campaign Delivery by Analyzing Custom Audience Segments With Audiense
#4: Schedule Your Content by Category With MeetEdgar
marketingIO's insight:

These are the basic 4 tools for Twitter marketing.

 

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8 Quintessential Ingredients for Outbound Sales Success | Sales Hacker

8 Quintessential Ingredients for Outbound Sales Success | Sales Hacker | The MarTech Digest | Scoop.it
1. The Key to Outbound Sales Success – Understand the Problems & Pain You Are Solving With Your Product
2. Is Your Product a Vitamin or a Painkiller? Critical vs Nice to Have.
3. Status Quo and Alternative Solutions
4. Master Your Ideal Customer Profile (ICP) and Buyer Personas
5. Tailor Your Sales Pitch
6. Objection Handling
7. Cost of Selling & ICP Segmentation
8. You Have a Sales Qualified Lead – Now What?
marketingIO's insight:

"8 Quintessential Ingredients for Outbound Sales Success": Not necessarily only for outbound.

 

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In-House Versus Outsourced Marketing Support: Who Do You Want In Your Corner? - Forbes

In-House Versus Outsourced Marketing Support: Who Do You Want In Your Corner? - Forbes | The MarTech Digest | Scoop.it
Before deciding, ask yourself these questions to determine which option will knock out the other:

• Do you feel confident in keeping all marketing activities -- creative and tactical -- in-house and running like a well-oiled machine? (If your answer is yes, stop here and stick with your own team.)

• Do you want to put more focus back into the creative activities in-house?

• Are you comfortable with outsourcing the nuts-and-bolts activities (i.e., building an email, setting up A/B testing, building a nurture campaign, creating lead scoring profiles)?


• Would you prefer handing creative control (i.e., brand awareness, campaign development) over to an outsourced team?

• Are you able to comfortably use your technology to its full potential and manage the nuts and bolts activities in-house instead?

• Do you want to expand on an existing vendor relationship or are you ready to start and manage a new partnership?
marketingIO's insight:

Cost/benefit analysis is the process.

 

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Chief marketing officers are spending more on external agencies and less on technology - CNBC

Chief marketing officers are spending more on external agencies and less on technology - CNBC | The MarTech Digest | Scoop.it
Whether a chief marketing officer (CMO) has $100,000 or $100 million in his or her budget, the question comes down to how the cash is spent. And according to a new report, spend is slowing with more pressure for marketers to prove returns.

Budgets have decreased from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017, according to Gartner's 2017-2018 CMO Spend Survey. Marketing technology saw the steepest decline in investment between 2016 and 2017, with a reduction of 15 percent.

The technology, sometimes known as "martech,"is used by companies in various ways, including tracking customers' browsing habits on different devices and matching that behavior to buying. It can also be used to automatically place advertising on websites, a complex process that has been subject to fraud, and has also resulted in ads appearing next to undesirable content.
marketingIO's insight:

Justify the martech spending.

 

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How To Always Stay Ahead of the Digital Marketing Curve - AlleyWatch

How To Always Stay Ahead of the Digital Marketing Curve - AlleyWatch | The MarTech Digest | Scoop.it
Here’s how my team both examined and experimented with digital media industry trends to yield better insights and innovation.

Keep up with industry changes. 
Attend industry events and inexpensive classes. 
Know your customer. 
Research open rates. 
Always be testing. 
Focus on search engine optimization. 
Use clear metrics. 
marketingIO's insight:

Read The MarTech Digest: simple and convenient.

 

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Why have collaboration tools become so popular? - ClickZ

Why have collaboration tools become so popular? - ClickZ | The MarTech Digest | Scoop.it
Collaboration tools can improve efficiency whilst transforming the culture and communication of your business. With the market expected to reach $8.4 billion by 2020, up from $7.1 billion in 2015, we explore these tools increasing popularity and break down some of their key features.
marketingIO's insight:

Slack has everything except what Skype offers.

 

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10 Best Free CRM Tools for Businesses | G2 Crowd

10 Best Free CRM Tools for Businesses | G2 Crowd | The MarTech Digest | Scoop.it
Free CRM tools provide small businesses the opportunity to manage their leads and contacts while staying within a tight budget.
marketingIO's insight:

Take a look at the new SFDC Essentials before you commit to a free solution.

 

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The Key to Successful ABM: Marketing and Sales Alignment - Marketo

The Key to Successful ABM: Marketing and Sales Alignment - Marketo | The MarTech Digest | Scoop.it
Alignment between sales and marketing is beneficial for any organization, but if you want to get the most out of ABM (and what marketer doesn’t?), it’s crucial.

-Conversion rates improve when sales and marketing share ownership of lead nurturing and incubation.
-Companies with tightly aligned sales and marketing teams experience 36% higher customer retention rates and 38% higher sales win rates.
-When sales and marketing teams are aligned, leads are 67% more likely to become clients.

The good news is that ABM by its very nature brings the two teams together—as long as both sales and marketing can agree to work together. If you’re finding it challenging to get sales to buy-in at first, you’re not alone. Ultimately, you are working toward a sales and marketing partnership but the first step is, of course, alignment.
marketingIO's insight:

Merge Marketing with Sales if you want alignment.

 

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New Mondo Survey Reports on MarTech Hiring Trends for 2018: Data and Analytics Experts to Garner Top Salaries

New Mondo Survey Reports on MarTech Hiring Trends for 2018: Data and Analytics Experts to Garner Top Salaries | The MarTech Digest | Scoop.it
According to the Mondo survey, 66 percent of Digital Marketing professionals indicated that they are unable to take full advantage of their current MarTech solutions. When asked what MarTech solutions they used, 75 percent reported investing in email. In addition, respondents are investing in: social media and customer relationships (70%), data and analytics (69%), paid search and ad tech (65%), SEO, content, and UX, (57%) and eCommerce (22%). 

In addition, Mondo reported on the hottest MarTech jobs for 2018, with the following jobs predicted to offer the top salaries:

1) Data and Analytics: Salaries of $85-210,000; $95 an hour for contractors
2) Ecommerce: Salaries $90-200,000; $120 an hour for contractors
3) SEO, Content and UX: Salaries $75-175,000; $100 an hour for contractors
4) Paid Search and Ad Tech: Salaries $75-125,000; $90 an hour for contractors
5) Email Marketing: Salaries $65-120,000K; $80 an hour for contractors
6) Social Media and Customer Relationships: Salaries $55-100,000K; $70 an hour for contractors
marketingIO's insight:

The new MarTech salary study is available when you click through.

 

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FTC Cleans Up “Free” B2B Marketing | Lexology

FTC Cleans Up “Free” B2B Marketing | Lexology | The MarTech Digest | Scoop.it
The FTC is no stranger to cracking down on businesses offering so-called “free” products, only to charge the consumer for them later on. It wasn’t long ago that we wrote about that exact issue. But a recent FTC complaint shows that the FTC is not only cleaning up businesses selling directly to consumers, but also businesses selling to other businesses.

On October 30th, the FTC filed suit in Illinois against a number of cleaning product suppliers for violating the FTC Act, the FTC’s Telemarketing Sales Rule, and the Unordered Merchandise Statute. The complaint alleged that defendants, who sell office and cleaning supplies, called small businesses, hotels, municipalities, and charitable organizations, purporting to offer a free sample of their products. However, the samples were not free. Regardless of whether the consumer wanted the sample or not, the defendants would send one, and following not too far behind would be an invoice for that free sample.
marketingIO's insight:

Despite the current administration, the FTC is alive and well.

 

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