Marketing Land - Posts from August 2017

  • Martech enablement series : Part 1 — What is ‘martech enablement?’

    Welcome to Part 1 of this series: “A Nine-Part Practical Guide to Martech Enablement.” This series will outline a process to building a data-driven, technology-supported marketing organization within your company. Much is being written about martech, digital transformation and digital maturity, but there’s scant guidance on how to actually go about this journey.

    Marketing Land- 19 readers -
  • Natural language processing 101

    With buzzwords like AI and machine learning being thrown around more than a football at training camp, it’s important for marketers to understand the ins and outs of how the various components that make up these technology advances work. Advancements in natural language processing (NLP) were one of the major steps forward that allowed AI to become mainstream.

    Justin Freid/ Marketing Land- 23 readers -
  • Martech enablement series: Part 2 — The race team analogy

    Welcome to Part 2 of: “A Nine-Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process to building a data- and technology-driven marketing organization within your company. In Part 1 of this guide, I outlined the process of taking full advantage of marketing technology. This is called “martech enablement.

    Marketing Land- 15 readers -
  • 4 deceptive Google Analytics metrics that fool retail marketers

    In the world of web analytics, not all metrics are created equal. Some can stand alone on their own, giving you valuable insights into business performance at a glance. We call these metrics Key Performance Indicators (KPIs), and depend on these metrics to guide our marketing efforts, especially as we head into the busy holiday season.

    Marketing Landin Google- 23 readers -
  • What’s next (and now) for mobile attribution

    There is a prevailing misconception among mobile marketers that measuring the ROI of their activities is highly challenging. A Forrester survey revealed that 67 percent of mobile marketers either cannot or do not measure their ROI. However, the reality is exactly the opposite: Mobile is the most measurable advertising ecosystem ever created.

    Marketing Land- 20 readers -
  • Google’s new HR product is a game changer: Which industry is next?

    A comparison of applicant-tracking systems on Software Advice lists 260 products. But there’s a new product to add to the list — a product from the world’s most valuable brand that seeks to narrow the competition in the field. Meet Hire by Google. Hire is an applicant-tracking tool that’s available to companies with 1,000 or fewer employees, and it’s built to work with G Sui ...

    Nate Dame/ Marketing Landin SEO Google- 22 readers -
  • How to personalize content for locals

    In late 2016, some hockey fans were pretty miffed with the NHL. It wasn’t because of a certain call in a game or a particular player’s draft standing. It was about their team iPhone and Android apps — or more specifically, it was about the fact that their team apps had been redirected to a one-size-fits-all NHL app.

    Marketing Landin Content How To's- 20 readers -
  • A way to think about modern CRM

    When viewed in comparison to the paid media evolution over many generations, from newspaper to radio to TV to the many digital formats of today, customer relationship management (CRM) is considered less than sexy — even antiquated, in some circles. I beg to disagree. Mass media and top-of-the-funnel tactics are critically important to grow a brand and a business.

    Marketing Land- 17 readers -
  • [Survey] Marketing organizations in the age of martech

    At MarTech Today, we often delve into the difficulties faced by CMOs in identifying the skills needed, and the talent required in staffing departments to support omni-channel campaigns, and manage diverse marketing technology stacks. We’ve also explored hiring challenges recruiters encounter when assessing candidates for these roles.

    Marketing Land- 11 readers -
  • Markforged’s top marketer on making the leap from martech leader to CMO

    Cynthia Gumbert has been managing marketing technology before the martech industry was even a thing. Beginning her career as a field marketing engineer in the semi-conducter industry, Gumbert was drawn to the marketing functions of her job. “I was taking equipment to different sites like Intel, and AMD, and all these chip manufacturers, and loved the marketing aspect of that ...

    Amy Gesenhues/ Marketing Land- 27 readers -
  • The impact of GDPR on marketing technology and cybersecurity

    Failure to be a good steward of consumer data by letting it fall into the wrong hands will soon result in severe penalties in the European Union. In the event of a data breach, companies will have to pay the equivalent of 20 million euros or 4 percent of annual revenues, whichever is larger. Ouch! Beginning on May 25, 2018, the General Data Protection Regulation (GDPR) will ...

    Travis Wright/ Marketing Land- 16 readers -
  • Search marketers plan to attend SMX East to become martech trailblazers

    We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management. Scott will offer insights and tactics in his keynote at SMX East including: the evolution of marketing from th ...

    Marketing Land- 17 readers -
  • Snapchat will let brands measure its ads’ impact on sales, results against rivals

    One of the main reasons Snapchat isn’t yet a must-buy for advertisers is ad buyers’ inability to see how their Snapchat campaigns impact a business’s bottom line and stack up against ads running elsewhere. That’s about to change. On Tuesday, Snapchat rolled out a program to allow third-party measurement firms to track its ads’ impact on a brand’s sales and to include that da ...

    Marketing Landin Social- 23 readers -
  • Even Financial launches tool to semi-automate financial compliance for online ads

    Compliance-at-scale is a growing need for marketers, given the Federal Trade Commission’s rulings on influencers and the coming of the European Union’s GDPR (General Data Protection Regulation). For the financial industry, which has long dealt with compliance requirements, New York City-based Even Financial is out with a Programmatic Compliance Tool that helps to semi-automa ...

    Marketing Land- 20 readers -
  • Facebook will rank links to slow-loading pages lower in people’s news feeds

    Facebook’s latest tweak to its news feed algorithm will penalize links to slow-loading web pages and could push more brands and publishers to adopt the social network’s proprietary Instant Articles format. Facebook plans to start estimating how long it takes for a web page to load from its mobile app and will use that estimate when ranking how high or low a link to that page ...

    Marketing Landin Social Facebook- 24 readers -
  • Designing content for the mobile-first index

    Face it: You’re not a literary author, and people aren’t hanging on to every word you write. Don’t get me wrong, it’s great to have comprehensive information on a web page, but users also don’t want to scroll forever — especially on mobile. Content on mobile needs to make it easier for users to get to the main points without cutting out the content, as users might want to di ...

    Marketing Landin SEO Content- 15 readers -
  • Will autonomous vehicles provide the next screens for publishers and advertisers?

    If and when autonomous vehicles arrive, it’s difficult to envision anything more frightening than a massive tractor-trailer truck hurtling down the highway with no one at the wheel. But, from a marketer’s point of view, the good news is that all those self-driving vehicles — including trucks — will essentially become moving living rooms.

    Marketing Land- 15 readers -
  • Maritz’s first Chief Behavioral Officer is building on ‘nudges’

    Researchers have discovered that consumers make different choices when they choose via different means. For instance, people ordering food through a tablet or by writing it down tend to make healthier choices. When they order verbally, they more often choose higher-calorie dishes. When selecting accessories for a car by swiping choices on a tablet, customers generally pick ...

    Marketing Land- 20 readers -
  • Affiliate is more than a platform

    When I look at the affiliate business, I see it has truly grown in prominence over the last 10 years. Today, affiliate marketing gives brands nearly limitless opportunities to expand their partnerships, diversify distribution and reach new consumers. And the importance of this channel for marketers will continue to grow.

    Marketing Land- 16 readers -
  • How to effectively segment accounts with multiple locations

    One of the more challenging yet often overlooked aspects of PPC management is how to run accounts with multiple locations. For example, you may be advertising for a company that has franchises throughout the country (such as a Macy’s or REI) or a branch of locations unique to a region (e.g., Shaw’s grocery stores in the northeast US).

    Matt Umbro/ Marketing Landin SEO How To's- 16 readers -
  • The 4 Ps of SEO & digital marketing

    It’s a peculiar time to be a marketer. Many of us in the SEO world, myself included, are not traditionally trained as marketers. In fact, I studied computer science and was initially a web and software developer. My marketing career was a fortunate accident — a case of being in the right place at the right time.

    Marketing Landin SEO- 15 readers -
  • Adbrain ups the ante on cross-device identity

    Since many people use more than one device to communicate with brands, one of the most important data sets for marketers has been the cross-device ID graph. It determines that this phone, this computer and this tablet are used by the same person, so marketing to that person can be coordinated between the devices.

    Marketing Land- 16 readers -
  • Put your value proposition to the test

    When optimizing a website, one of the best places to start is the value proposition. This is the combination of words and images that tell your visitors why they are in the right place and why they should continue exploring on your site. The value proposition changes depending on the kind of page you’re working on. For a home page, the value proposition will include: What you offer.

    Brian Massey/ Marketing Land- 16 readers -
  • Demystifying AI: Understanding the human-machine relationship

    The artificial intelligence of today has almost nothing in common with the AI of science fiction. In “Star Wars,” “Star Trek” and “Battlestar Galactica,” we’re introduced to robots who behave like we do — they are aware of their surroundings, understand the context of their surroundings and can move around and interact with people just as I can with you.

    James Green/ Marketing Land- 15 readers -
  • Forrester report: Automation is taking over customer interaction

    A robotic lawn mower If you think you’ve finally gotten a handle on customer engagement, buckle up. That’s because “automation is reshaping customer engagement,” according to a recent Forrester report on agents, bots, hardware robots and intelligent self-service solutions that will address customer-facing problems over the next 10 years.

    Marketing Land- 19 readers -
  • P&G fought online advertising, and online advertising won

    A tremor rumbled through the digital advertising world in July when Proctor & Gamble announced that they had cut $140 million of digital spend in a single quarter. P&G Chief Financial Officer Jon Moeller noted that the reduction had two causes: [We made a choice] to temporarily stop spending with digital media outlets where our ads were not being placed according to o ...

    David Rodnitzky/ Marketing Landin Display- 28 readers -
  • The future of AI marketing applications in retail

    Over the past few years, e-commerce has been slowly and steadily transformed by artificial intelligence (AI). The world has watched Amazon go from bookseller to voice-activated, product-recommending, Internet of Things behemoth over the last 15 years, and — for many reasons — e-commerce has been an area of great AI adoption, particularly in marketing.

    Daniel Faggella/ Marketing Land- 15 readers -
  • Salesforce’s Social Studio can now see

    This week, Salesforce is giving eyesight to its Social Studio. Social Studio is the social management tool in the company’s Marketing Cloud and, before today, it did not have image recognition. Brands either manually searched images or conducted text searches of metadata or related posts. Now, it has Einstein Vision image recognition, powered by the company’s Einstein layer ...

    Marketing Land- 14 readers -
  • Influencer marketing and ad tech collide: ‘It’s hard to make people programmatic’

    It has never been easier for brands to find celebrities, or so-called influencers, to promote their products. And it has never been more complicated. “It’s just legwork. It’s not hard work. It’s just time-consuming work,” said Dave Snyder, senior VP and executive creative director at Firstborn. Earlier this year, Adidas tasked the Dentsu Aegis Network-owned digital agency w ...

    Marketing Landin Social- 21 readers -
  • Upgrade your email blasts with four simple tactics

    Email blasts are a time-honored tradition in email marketing where a business sends one email to thousands of people simultaneously, often unsolicited. It’s an effective means of getting attention, but it’s not the type of attention brands should want. Like a man on a soapbox screaming into a megaphone, the email blasts annoy rather than inform and cause their recipients to a ...

    Marketing Landin EMail- 15 readers -
  • Demandbase boosts its B2B early warning system

    Metaphorically, Demandbase’s new Real-Time Intent is a kind of early warning system for business sellers. Demandbase helps marketers target content, ads and sales to web users, based on the company they’re coming from and their interests. This week, it is upping its Account-Based Marketing game, announcing new artificial intelligence tech that processes more data more quic ...

    Marketing Landin Display Retargeting- 18 readers -
  • Breaking down silos in e-commerce retail

    In general, e-commerce retail can be thought of in three main parts: customer acquisition, conversion and retention/measurement. Customer acquisition is what the majority of digital marketers are concerned with. It’s all the different product advertising efforts across all digital channels that lead a customer to discover your products.

    Marketing Land- 16 readers -
    Earlier about the same topic:
  • Retailers: Here are the building blocks for winning the digital shelf

    “How should we analyze our online sales presence?” Every company that sells online goes through several stages of thought to answer this question. On the data side, perhaps they initially stick to familiar in-store metrics, before eventually moving to new web-centric, customized data points. In terms of staffing the management and analysis of online channels, they may first ...

    Andrew Waber/ Marketing Land- 19 readers -
  • Intercom releases what could be the first civilized bot

    The civilized bot has arrived. As bot makers begin to differentiate their wares, customer communications platform Intercom is out this week with a bot — named Operator — which it says is the first one to care “what an end user’s experience is like.” For its 17,000 or so client companies, Intercom provides a dashboard that receives live chat messages through a brand’s websit ...

    Marketing Land- 16 readers -

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