Your Must-Read MarTech Digest™, for Friday 4/29/16 #MarTech #DigitalMarketing

Today’s curated articles summarized for your quick review: 

 

                   

 

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How to manage the changing social ad landscape – The Hub

  • Don’t worry about which platforms will survive or thrive in the future. View your platform choice objectively. Doing so permits a clear view of a platform’s performance, based on analytics reporting.
  • Take advantage of the platform differences and tailor your message accordingly.  Instagram offers a way to tailor ads to appear by demographic and interest, as does Facebook.  While Tweets vanish fast, Twitter ads create extra views, that can also be multiplied through a remarketing setting.
  • Decide how to mix your paid search and social ad usage among customers.  The customer journey on a purchase decision may involve a mix of paid search and social ads. To gain some hints on which mix works best, use the Google Customer Journey tool, a free online solution that shows the likely order of media that a given customer might choose. The results are based on business size, industry, and country, with data based on Google Analytics accounts that volunteered their metrics to support the algorithms behind the tool.  Users can currently select from 19 industries, eight countries, and three business size categories. The tool can highlight if search ads and organic search are typically viewed earlier in the sale cycle compared to social media posts, or vise versa.  This knowledge can help plan messages to better match a customer’s journey.  Ads that appear in paid search can be created to draw interest, while social media can serve as reminders of product or service benefits.

Source: www.thehubcomms.com

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7 of the Best Value Proposition Examples We’ve Ever Seen | WordStream

7. Uber – The Smartest Way to Get Around

6. Apple iPhone – The Experience IS the Product

5. Unbounce – A/B Testing Without Tech Headaches

4. Slack – Be More Productive at Work with Less Effort

3. Digit – Save Money Without Thinking About It

2. LessAccounting – Bookkeeping, Without the Hassle

1. CrazyEgg – Website Behavior Tracking at an Unbeatable Price

Source: www.wordstream.com

Not value props at all. What are they?…

 

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10 secret ingredients of a 10x marketer | Search Engine Watch

They understand the importance of structured data – and build marketing as such

They know vendor weaknesses and tech idiosyncrasies

They automate for the win

They speak multiple business languages – finance, tech and operations

They build great relationships – but don’t treat fools gladly

They can measure their performance – but also know the grey area

They take joy in creative optimisation

They bring energy and urgency to their teams and colleagues

They really understand the customer

They don’t stop learning

Source: searchenginewatch.com

And they have a kick-butt product desired by a market, which often makes a fool look like a genius.

 

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Landing Page Anatomy: Uncommon Remedies To Grow Conversion Rates – KlientBoos

Are you a landing page doctor? Do you know the body parts that bring you most money? This landing page anatomy shows what brings conversions.

Source: klientboost.com

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The Top Challenges in Understanding Customer Needs | SiriusDecisions

There are a couple of areas where we see companies struggling:

  • Where do we look for customer needs? Many companies look to existing customers or prospects as a source for uncovering customer needs and leverage surveys, customer interactions and sales feedback to capture known needs. While useful, this common approach limits the organization’s view into the potential needs of current and new target customers that they could address.
  • How can we get marketing, sales and product to agree on a common definition of customer needs? Too often, need is defined as the need for the product or solution. This faulty definition creates a presumptive and myopic view that’s centered on the offering and therefore limits the understanding of the full dimension of needs that exist in every b-to-b organization. I see the impact of this most often in messaging that touts the product benefits instead of the business value.

Source: www.siriusdecisions.com

As old as human civilization.

 

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Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions

Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:

  • Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
  • Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
  • Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.

Source: www.siriusdecisions.com

“With great marketing technology spending comes great ROI responsibility.”

8/4/2014

 

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