p Casey Winters revealed how he improved user onboarding with his team at Pinterest on a recent Greymatter podcast.We took his tips, reorganized them, and illustrated them with screenshots to give you this high-impact post.
p Facebook advertising is by far my favorite PPC platform.But one thing most Facebook advertisers don't do a good job of is aligning their audience and ad content based on where their target is at in the sales funnel.In the latest from the Web Profits blog, we dive deep into how to use Facebook ads to drive growth at different stages of the funnel, including:- How to gauge intent with different audience targeting- What kind of targeting and ad content to use at each stage of the funnel- Funnel-specific examples by industry types
p ClickZ’s recent Ultimate Guide to Marketing Automation webinar explored how marketers can harness automation software to boost revenues while also providing a more timely and relevant experience for prospects and customers.Marketing automation is the practice of using a software platform that allows marketers to automate repetitive tasks, create triggered events for digital channels such as email and social media, and send the right communication at the right time.According to Hank Hoffmeier, Strategic Insights Manager for iContact: “It’s expected that a brand will understand their needs, their history, and everything from the way they engage to what they’ve done in the past.Service and quality often beat privacy now.”Kevin Borwick, CRM and Marketing Automation Specialist for PwC, explained that B2B prospects had similar expectations about the quality of engagement, but that the focus for engagement should typically be more around differentiation of products and services, rather than discounts and coupons which are a more commonly used tactic in B2C automation.“The way you engage and how you go to market in B2B is similar; it’s still about delivering the right message at the right time,” he added.
p By Joshua Baez, Marketing Consultant for Heinz MarketingSales enablement is nothing new, and in recent months, it has been a buzzword surrounding meeting rooms and office spaces.However, many make the mistake of stopping here, unable to look more holistically at their business infrastructure to find ways to optimize and better their teams.Sales development extends its reach beyond the sales team to impact the entire organization.It’s a competency that focuses on ensuring there is alignment between sales and marketing so both work in tandem towards common, unified goals.But there’s a gap between enablement and development, and an even wider one between planning and execution.
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p Selling products across borders requires an understanding of the preferred payment methods of international consumers, many of whom do not use credit cards.Payment gateways can assist merchants in offering alternative, multi-currency payment options, as can specialized vendors, such as AlternativePayments.comMany ecommerce retailers desire to expand internationally.In this post, I’ll explore some of the issues involved with accepting credit card and digital payments from international consumers.This serves as the merchant’s “domestic” location; any sales originating outside of the domestic country will be subject to cross-border fees.As of April 2017, this fee ranges from .60 percent for MasterCard to .80 percent for Visa.
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p Did your mom measure your height against the kitchen door, marking your progress on the doorframe with a pencil, writing your age and the date for every growth spurt?Mine certainly did, and I’m relatively certain that most of your moms did too.According to a newly release report by Demand Gen Report (DGR), 91% of the B2B marketers participating in this survey agreed that measurement and reporting is a top priority for their organizations.However, despite this, only 13% claim that their ability to measure and analyze their marketing performance and impact is “excellent,” while a whopping 40% say it “needs improvement.”When it comes to measurement tools, the DGR survey revealed that B2B marketers rely on a variety of reporting tactics at the same time.Most marketers (70%) get reporting from their CRM instances, followed closely by web analytics tools (68%).
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p While the presidency of Donald Trump has been a boon for publications like the Wall Street Journal – the era of “fake news” has left some advertisers and publishers cooling towards Facebook and Google as a platform for brands, notes News Corp's new global technology chief Marc Frons.While Frons wants NewsCorp to learn from big tech platforms, and keep its brands publishing through social sites – the deal has to stack up.Frons was confirmed in the role of chief technology officer earlier this month after Paul Cheesbrough moved along to the same role at sister company 21st Century Fox.In a recent interview with BeetTV, he notes that NewsCorp is continuing to innovate and seek new challenges, particularly in areas of voice computing.Frons sees the shift continuing to move towards mobile but “voice computing has also come to the fore”."With Alexa, Echo, etc, people are asking for the news, the weather, directions, to shop and we see voice as one of the biggest growth areas.
Vanity metrics like Facebook likes or Twitter followers rarely translate into ROI for your marketing department.As a conversion copywriter, I have mixed feelings about the open rate metric.But when the focus is on open rate, marketing departments spend hours working on and split testing subject lines, to the detriment of the rest of the email.Writing to a dead list is an often fruitless and frustrating exercise that yields poor marketing results–which is why your reply rate actually matters.The reply rate is exactly what it sounds like: how many people replied to your email.This is a particularly important metric when running outreach campaigns, but also for your email marketing in general because it indicates list engagement.
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p As influencer marketing is rapidly becoming a key channel for brands across the social media spectrum, influencer marketer Hashoff announced today a new partnership with social marketer Kinetic Social to include direct access to Hashoff’s network of more than 150,000 influencers across platforms.The collaboration means that Hashoff will provide the technology and expertise needed to enable Kinetic Social to identify and activate the audiences that matter most to their clients.Hashoff released a report last month addressing the trend of relying on micro-influencers to share brand messages.Nearly one-third of influencers have grown their audience by 20-50 percent in the past year, their report suggests, while one-fourth have grown their audience by 50-100 percent, and 17 percent have more than doubled their audiences."Our mission is to provide brands solutions to engage audiences and influencer marketing is a vital piece of the puzzle," said Jeff Thompson, senior vice president Platform Partnerships at Kinetic Social."Influencers are providing a new way to combine the authenticity of a brand ambassador with the targeted focus of a digital campaign.
p I was set up in this by some family members.Apparently the "Inner circle" are reserving spots now.So ...Thought I would share it with the reddit community!
The order in which products are displayed on categories is a major culprit.While “relevancy” is a common default sort for product listings on search results, there is usually more liberty with the order of items on categories.Most online stores rely on a default sort of best selling items listed first.Most online shoppers look for three things when perusing categories of products: product ratings, price, and visual affirmation (the product appears to fit their needs).Worse, when the shopper is presented with bad choices right out of the gate, he’s apt to bail immediately.By default, the page is sorted by best sellers.
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Rolling out in the US, UK, France, Germany, Benelux and Switzerland, the global Oversized campaign wants to get consumers viewing the world through the eyes of a baby.Baby & Me from 2013 has racked up 142 million views on the brand’s YouTube, while the first iteration – 2009’s Roller Babies – is on 87 million.But Patricia Oliva, Evian’s global marketing director, is confident that the Oversized marketing push can equal that of its predecessors without the help of the box.She said: “We believe with the media we are using, we are stronger than if we used TV.For us the Oversized concept was so strong that we didn’t need to have it.”But the brand is not writing out the medium’s relevance and effectiveness altogether, as some forecasters have begun to.
p Opinion: Here's how to find influencers who will move the needle for your brandThe use of celebrity endorsements has a long and interesting history.Wedgwood china was perceived as more valuable than other china, even though it was essentially the same.Today we call personal endorsements “influencer marketing,” and it’s not limited to celebrities.Now that everyone has unfettered access to almost everyone in the world, ordinary people are becoming internet-famous on the strength of their looks, personality, topic authority or lifestyle., co-founder and chief operating officer of influencer marketing platform
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p Hey guys, so I got a job at a swanky resort being a resident photographer.My duties will include posting to social media, interacting and persuading high Roller types to post and share pics of the resort.I will also be a personal concierge, booking reservations, servicing guests.I will also be filming the corporate events.It's a cool job with little pay.Anyways, I can come up with my own title, as I'm creating the position.
p Adtech veteran Ari Paparo, Beeswax, chief executive officer, is poised to ramp up his European operations with the expansion of his UK team to better service clients across Europe.Speaking with The Drum ahead of his IAB Interact appearance this week, he shared his opinions on how adtech companies can thrive in difficult times.Having served as vice president of the DoubleClick team that sold to Google for $3.1bn in 2007, and having also held senior roles at AppNexus, plus BazaarVoice and Nielsen, Paparo needs little introduction to many in adtech.Scaling across a fractured marketAfter raising $11m in funding for his bidder-as-a-service offering (ie it can help deliver custom real-time bidding products, at a fraction of the upfront cost of clients building their own) in 2016, Paparo has now appointed Beeswax's first general manager for Europe in Chris Penfold (formerly of Criteo).Discussing his ambitions for rate-of-growth in the region, he alludes to the balkanization of the markets across the Europe Union states, ie 20-plus markets (and teams) many of whom separated by a different language.
p The onslaught of data and machine learning will potentially reveal some uncomfortable truths about consumers – and this will have profound consequences for brands and marketers.The technology we use is creating epic amounts of data – to the tune of 2.5bn gigabytes in 2012 – with Google processing over 40,000 search queries every second, Mills said.“If you want to continue to optimize over the next five to six years, the ripple effect is important – you need to understand everything about consumers more than ever before,” Mills said.“We are moving away as marketers and publishers from hacking algorithms to hacking people.”The media, too, is changing – increasingly preferring formats like video over text, and, in some cases, blatantly seeking clicks – even when that comes at the expense of more noteworthy stories – because traffic pays the bills.In fact, Mills called it a “key aspect of optimization from my perspective now”.
p As B2B and B2C companies and organizations tend to rely on their websites to shape their public images or tell their stories, a new report revealed the first ten search results on Google or other search engines present the most immediate and lasting impression.A recent poll conducted by marketing firm Lumentus, which included 800 adults who earn $100,000 or more per year, found fewer than 5% rely on an organization's website alone and 90% use Google when initiating research on a company.Although corporate websites are trusted by nearly 77% of respondents, it is the online news articles that carry greater credibility, with more than 83% trusting the content more."Companies and organizations that focus solely on their own websites put themselves at risk," said Laurence Moskowitz, chief executive of Lumentus."Company websites are what executives assume digitally represent their organizations, but search results elsewhere on the web can negate good will, damage a reputation and, ultimately, lead to a loss of revenue.Google is now your front door – not your own website."
p At last week’s Google I/O conference, a few choice terms came up repeatedly.They were mentioned so often that New York Times technology columnist Farhad Manjoo joked that “machine learning” had reached “70 trillion” utterances only a few hours into the conference’s first day.I have been counting occurrences of the phrase “now, we use machine learning” here at Google IO and I got to 70 trillionGoogle is using AI to improve just about every realm of its vast technology empire.With Google Lens, your smartphone camera won’t just see what you see, but will also understand what you see to help you take action.We’re witnessing an arms race that involves just about every major technology company, from martech giant Salesforce to the ‘Chinese Google’ Baidu to old dogs like Microsoft.
p Pepsi cans and bottles will double up as gateways to Snapchat this summer — literally.The soda maker is leaning heavily on Snapchat to promote its limited-edition cinnamon-flavored Pepsi Fire, stamping millions of Pepsi cans and bottles across the country with Snapcodes over the next eight weeks.Users can use these Snapcodes, which are 2-D barcodes that the Snapchat mobile app can read using a smartphone camera, to unlock exclusive branded geofilters, sponsored lenses with floating 3-D objects and even a mobile game within the app.Pepsi is the first brand to use Snapcodes to unlock a World Lens and a game on such scale, and this is also one of the brand’s biggest pushes on the platform yet.“This is our attempt to move from brand as advertiser to brand as entertainer,” said Lauren Cohen, Pepsi’s director of marketing.“We feel that this is such a big opportunity to serve consumers in a way that they want, with something they’re already opting into.”
p Photo and video sharing platform Instagram announced two updates to its Stories feature in social discovery platform Explore: location and hashtag stories.“Now you can see what’s happening around you and find stories related to your interests,” Instagram said in a blog post.This means users who go to Explore will see a story ring at the top filled with stories from their current location.These stories come from users who have used location stickers on their stories.“You can also transport yourself to any location around the world through search and you'll find a story ring for that place at the top of the location page,” a rep added.Instagram said it will also begin to introduce hashtag stories on Explore to help users find stories related to their interests.
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