September 16, 2020

CMSWiRE - Less Is More: Dealing With 2020's Marketing Budget Challenges

By Ewan McIntyre

Every year since 2012, Gartner’s annual CMO Spend Survey has tracked marketing budget as a proportion of company revenue. Over recent years the story has been one of budget stability, with the average marketing budget hovering around the 11% mark. At the start of 2020 this budget stability was intact, with budgets across the nine major industries Gartner tracks in North America and Western Europe reporting average marketing budgets of 11% of total company revenue.

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Budgets
Marketing

September 16, 2020

MartechToday: How to find value for your martech stack

By Rodric Bradford

As marketers continue to face shrinking budgets, many are facing a new challenge—how to stretch a dollar on their martech stack. The COVID-related revenue slowdown has forced even many large marketing departments to think small when it comes to purchasing. 

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Martech
Value
Budgets

September 17, 2020

MarketingDive: Some blue-chip brands see loyalty drop precipitously during pandemic, survey finds

By Aaron Baar

Dive Brief:
• Twenty percent of the brands on Brand Keys' Loyalty Leaders List are new to the annual survey's top 100, the most newcomers in the poll's 24-year history, according to a press release shared with Marketing Dive.
• Brands such as Disney+ (in the No. 7 position), Clorox (No. 30), Purell (No. 41), Charmin (No. 74), Zoom (No. 48) and Ben & Jerry's (No. 61) made their first appearance on the list while the biggest gainers among brands that previously appeared include Smirnoff, Dollar Tree, Geico and YouTube. Additionally, 18 brands disappeared from the list, such as McDonald's, Expedia, Under Armour, LinkedIn and Delta, while Avis, Ford, T.J. Maxx and Uber saw their ranking drop precipitously.
• Winning consumer loyalty during the first few months of the pandemic was a matter of "'who showed up?' and 'who delivered,'" said Brand Keys President Robert Passikoff in the press release, as consumers spent more time at home amid medical and economic uncertainty.

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Brands
Loyalty

September 15, 2020

business2community: 6 Core Marketing Processes That Will Make Your Team More Agile

By Engelina Jaspers

While it may seem counterintuitive, process can increase your marketing agility. Like oil and water, process and agility are challenging to blend. Processes are firm, exacting and inflexible. Agility is fluid, iterative and flexible. But the two can be successfully combined.

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Marketing Processes
Marketing Agility
Marketing

September 16, 2020

StreetFight: The One Where Adtech and Martech Get Married

By Taejin In

We’ve all heard about the looming potential marriage of adtech and martech. The topic is mentioned whenever there is an adtech merger or acquisition or any other kind of large change or transformations in our industry.

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AdTech
MarTech

September 15, 2020

The Conversation: Advertising campaigns: what you don’t see

By Raeesah Chohan

The advertising and media industry, like many, have taken a hit from the Covid-19 pandemic. But, unlike a host of others, it’s been fragile for a number of years. Global advertising spend is forecasted to fall by 9.1% by 2021.

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Advertising

September 15, 2020

MarketingLand: Google custom audiences, the combo of custom affinity and custom intent audiences, now live

By Ginny Marvin 

Last year at Google Marketing Live, Google said it would be unifying custom affinity and custom intent audiences under a custom audience option. Custom audiences are available now in Google Ads for Display, Discovery, Gmail and YouTube campaigns.

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Advertising
Digital Advertising
Display Advertising

IFS: 70 PERCENT OF BUSINESSES INCREASE OR MAINTAIN DIGITAL TRANSFORMATION SPEND AMID PANDEMIC, IFS STUDY SAYS

Today’s macro-economic disruption has failed to dampen digital transformation plans, with 52 percent* of companies stating they will increase their spending on digital transformation, according to a global research study from IFS.

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Digital Transformation

September 8, 2020

CMSWiRE - Digital Transformation 2.0: IT and Business Strategy Alignment

By Chris Ellis

Automation and governance are critical to solving the complex, inefficient and disconnected processes that block businesses from taking their digital capabilities to the next level.

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Digital Transformation
Business Alignment

September 2, 2020

ZDNet: Most consumers will trade their data for personalization

By Eileen Brown

We love the personal service when shopping, but how much are we prepared to trade-off for that truly customized online experience? And which parts of our private data are we willing to share, and why?

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Personalization
Data

September 3, 2020

IT-ONLINE: Half of businesses don’t have a marketing operations leader

Only 49% of marketing organisations report they have a dedicated marketing operations leader, according to a recent survey by Gartner. Those organisations with a marketing operations leader are more effective and better utilise their investments – including marketing technology (martech) – than those without, the research group says.

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Marketing Operations
Marketing

September 1, 2020

Search Engine Land: Apple Ratings is coming to iOS 14, how disruptive will it be?

By Greg Sterling

Apple Maps currently relies on Yelp and TripAdvisor for local business reviews and related content such as images. That could begin to change with iOS 14; the question is: how disruptive will it be for Apple’s partners and the “review economy” in general?

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Search
Ratings
Device Location

September 1, 2020

Entrepreneur: How to Avoid Toxic Positivity

By Darpan Munjal

As anxieties continue to mount from an unclear future, brands must swiftly adjust messaging to reflect our current times. Many companies’ initial reactions may be to push out uplifting messages to counteract unpleasant realities. However, brands need to beware of contributing to Toxic Positivity. Although consumers are seeking comfort, overly positive messaging can be counterproductive as they undermine the pain the world is experiencing.

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Brand Marketing
Messaging
Brand Management

September 1, 2020

SmartBrief: How to optimize your visual content marketing strategy

By Evan Lauterborn 

The images your brand uses are so much more than just pretty accents to entice social media users to stop scrolling. Visual communication can be more powerful at achieving marketing goals than any ad or tweet copy, so the visual content you share deserves a great deal of attention.

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Content Marketing
Visual Content
Marketing Strategy

September 1, 2020

techradar.pro - AI: The next frontier of digital asset management

By Byung Choi 

Artificial intelligence, or AI, has been a buzzword in the martech industry for years, but in recent months AI within digital asset management (DAM) technology has been especially popular. But what specifically does having AI enablement in DAM entail, and how will it benefit marketers?

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AI
Digital Asset Management
Integrations

September 1, 2020

MarketingLand: The need to take a fresh look at consumer data

By Rodric Bradford 

Our understanding of data-driven marketing and advertising has changed in the last six months, evolving into a real reflection of what is occurring with consumers in the changing economic, health and social environment. 

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Data
Data Driven Marketing
Marketing

August 31, 2020

business.com: What Does Effective B2C Marketing Look Like Now?

By David Fletcher

As more consumers shop online, many companies are pivoting their marketing strategies to focus on digital channels. But smart marketing now requires more than simply reallocating resources for e-commerce. Messages that worked last year may strike the wrong tone with consumers who are navigating health, social and economic uncertainty now. 

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B2C Marketing
Marketing

August 31, 2020

customerTHINK: Why Human Psychology Still Matters in B2B Marketing

By David Dodd

Three topics have dominated much of the conversation in B2B marketing circles over the past few years – technology, data, and content. The explosive proliferation of marketing technologies has been well documented. For example, Scott Brinker’s latest graphic of the marketing technology landscape includes 8,000 martech solutions. “Data analytics” has become one of the hottest buzzwords in marketing, and many companies are investing heavily in marketing analytics capabilities.

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B2B Marketing
B2B

August 31, 2020

Tech HQ: How AI is adding the human touch in personalization

By Jia Jen Low

75% of respondents share that they are more likely to purchase from a brand that offers personalized services, Accenture found.

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AI
Personalization

August 30, 2020

Search Engine Journal - Cavemen: Exploring the Psychology of PPC Ad Copy

By Brent Csutoras

Discover how centuries-old human psychology principles can be remixed for proven success with today's paid search customers.

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Marketing
PPC
Ad Copy

August 31, 2020

ClickZ: Get human in your marketing now to reach B2B buyers in 2021

By Megan Thudium

30-second summary:
• COVID-19 has decimated budgets and lengthened the B2B sales cycle for everything but the core essentials most companies need to operate.
• As economies reopen and the road to recovery advances, the brands that will reach prospects this year who then convert into buyers in 2021 are the ones who take a human-centric approach in how they first listen and then talk to their audience.
• To remain competitive, B2B companies must adopt human-centric marketing approaches with a digital twist that will help them engage, retain, and build connections with their audience online.

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B2B Marketing
Marketing
B2B

August 26, 2020

AdAge: 8 GAME-CHANGING APPROACHES FOR SOLVING A MARKETING PLATEAU

When a company starts seeing its first successes in a marketing strategy, it feels exciting. Growth can be massive and exponential at the start, but over time, the massive numbers can start to taper off. The longer you hold onto any one marketing strategy or tactic, the less an audience might be engaged in your marketing.

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Marketing
Marketing Strategy
Marketing Tactics

August 27, 2020

Forbes: Four Ways We Have Changed As Marketers In 2020

By Jay Dettling

Experience is everything, and as marketers, we want to create memorable experiences for our clients and their customers across all touch points. So, when life shifted overnight to an unrecognizable state due to the pandemic, we also had to make the shift — as consumers and as business professionals. Although these changes were unexpected and, yes, overwhelming in the moment, I take comfort in the fact that I can now clearly see how we have become more agile, prepared, personalized and innovative as a result. 

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Marketing
Agile
Personalization

August 27, 2020

Consultancy.uk: Six focus areas for reassessing digital transformation plans

The Covid-19 pandemic has accelerated digital transformation across every conceivable sector and function. But in light of new knowledge emerging from the ‘new normal’, it is more important than ever to reassess tried and tested approaches to digital transformation. Richard Graham, an Associate Director at Coeus Consulting, shares six considerations to keep in mind. 

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Digital Transformation

August 27, 2020

ItProPortal: In times of unprecedented change, delaying digital transformation cannot be an option anymore

By Geoffroy de Lestrange 

Recent research from the Global Data Centers, a division of NTT, revealed that more than half of digital transformation projects are currently delayed due to ‘the hesitancy gap’. According to the study, IT teams are costing businesses millions by laying the groundwork for digital transformation projects and not fully executing them, despite being in favor of many emerging technologies.

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Digital Transformation

August 26, 2020

AMA: How to Win Back Customer Defectors

By Arnd Vomberg, Christian Homburg and Olivia Gwinner

A new study in the Journal of Marketing explores how a failure-tolerant corporate culture leads to re-attracting displaced customers and increased firm profits

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Defectors
Win-back
Marketing

August 25, 2020

PracticalEcommerce - SEO: Where to Start When You Need to Fix Everything

By JILL KOCHER BROWN

Optimizing a site for organic search can be overwhelming when you’re staring at a blank slate. Where do you start?
You could optimize any of your pages for one of the thousands of keywords your visitors search for. Or you could create new content to fill the top of the sales funnel. And what about those technical issues, or the need to acquire more links?

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SEO
eCommerce
Search

Mark Schaefer: Why Your Content Isn’t King Any More

By Mark Schaefer

“Content is king” has been a very common phrase in the marketing field for years. This mantra has certainly become part of our language, maybe even part of our DNA.

But I think this is one of those common phrases that we take for granted that may actually be meaningless. You probably know it, somewhere deep inside. I think something else is the king.

Let’s unwrap that today.

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Content Marketing
Content

August 25, 2020

MARTECHTODAY: Martech stack documentation is vital, here are some tips to do it right

By Steve Petersen 

It’s important to maintain documentation about a martech stack. Stacks typically have dozens of components used by dozens of people, and keeping track of everything is tough. By maintaining documentation, important details are shared more easily and less likely to fall through the cracks.  

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Martech
Marketing Technology

August 24, 2020

business2community: 4 Steps to Optimize Your Marketing Tech Stack

By Alejandra Melara

As a marketer in the SaaS industry, you’re constantly under pressure to not just have a predictable funnel and deliver pipeline but to also showcase marketing attribution, all while staying under a tight budget.

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Martech
Marketing Technology

B&T Magazine: A new Age for Experiential Marketing

By Milica Djurovic

With social distancing and other regulations in place, I think it’s fair to say that the dreaded ‘c-word’ has dramatically moved the goal posts for experiential marketing and the way brands physically engage with customers.

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Experiential Marketing
Marketing

August 24, 2020

Consultancy.uk: Five marketing best practices from fast growing firms

According to a recent report by Hinge, professional services firms that excel in marketing and business development enjoy higher growth rates and business success. Elizabeth Harr, a partner at Hinge, shares what they are doing to outshine the rest. 

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Marketing
Best Practices

August 24, 2020

Marketing Interactive - Opinion: The key to maximising your marketing budget post-COVID

By Melissa Chan

In 2020, we learned a lot about what it means to have a modern, agile marketing strategy. The improvisation phase is over, and it is now time to take longer-term decisions that will affect our marketing activities in the years to come.

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Marketing Budgets

August 20, 2020

destinationCRM - Master Data Management: The Cornerstone to a Successful Customer Experience

By Bill O’Kane

Companies rely on their data to answer difficult questions about any and all of their essential business entities for analytics purposes. But it’s a hit-or-miss game when businesses lack an accurate and semantically consistent data-driven strategy for all domains across the organization. Everyone realizes that customers drive revenue, but what about the specific insights that can show the business where to focus next?

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Customer Experience
Master Data Management

August 20, 2020

MARTECHTODAY: 10 tactics to improve your email marketing campaigns

Rodric Bradford 

With COVID-19 grinding in-person marketing to a stop, marketers are putting even more pressure on the original “king”: email. But with the renewed focus comes the responsibility to make sure you are executing with best practices in mind.

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Email
Marketing Campaigns

Good list of podcast for many operations topics including: marketing and sales alignment, rev ops, sales ops and support ops

August 20, 2020

builtin: 17 PODCASTS FOR OPERATIONS PROS

By Hal Koss

There’s a podcast out there for just about every hobby or niche interest. Plenty of them are aimed at tech professionals — especially founders, entrepreneurs and marketers. But when it comes to podcasts catering to operations pros, the pickings get slimmer. 

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Podcasts

August 21, 2020

MediaPost: Ad Blocking Wanes, Though Ad Relevance Is Still A Top Complaint

By Rob Williams

Ad-blocking has been a source of ire for digital publishers for years. But fewer consumers are using the software as websites adopt less intrusive advertising formats that don't annoy readers.

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Ad Blocking
Relevance
Advertising Formats

August 21, 2020

ITProPortal: Those who innovate, lead: the new normal for digital transformation

By Ian Fairclough

The Covid-19 pandemic led to a massive deceleration in the global economy, as organizations and even societies have been forced to wind down their activities in line with lockdown restrictions. The UN estimates that worldwide economic losses from the pandemic will surpass $1 trillion. Yet despite these immediate and painful costs, a notable side-effect of the pandemic is that it seems to have pushed digital initiatives even further up the agenda for many organizations. The ability to launch new digital initiatives quickly has become even more crucial, so many organizations are now reassessing their capability to accelerate digital transformation and innovate faster than ever.

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Digital Transformation
Innovation
API

August 21, 2020

The Enterprisers Project: How to win over key stakeholders during digital transformation

By Andrea Grossman

Digital transformation requires buy-in at all levels of your organization. Here's how to create a tailored communications and engagement plan for four crucial groups

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Digital Transformation
Change Management
Stakeholder Alignment

August 20, 2020

ClickZ: How to include a creative in the martech decision process

By Monica Deretitch

30-second summary:
• Creative team members are often left out of technology decision making, or included too late
• When creatives are left out, problems might not be identified until it’s too late, and they may not adopt the new technology
• Including creatives earlier can ensure they are bought in, and that issues are addressed early on
• Creating a process that allows for creative to ask questions, demo the product and scenario test can ensure success

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Martech
Creative
Adoption

August 19, 2020

Search Engine Land - E-commerce explodes: 45% growth in Q2

By Greg Sterling 

Years of economic growth have been wiped out by COVID-19. However, the story for e-commerce has been the opposite: an acceleration of growth that otherwise might have taken years.

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eCommerce
Growth

August 20, 2020

strategy+business: Targeted marketing campaigns are the key to capturing the at-home consumer

By Derek Baker and Matt Egol

Over the past several months, we’ve all experienced our share of drive-by graduation celebrations, quiet anniversaries spent snuggling on the couch, improvised at-home kids’ birthday celebrations, and backyard weddings with the bare-minimum guests. COVID-19 has forced us to reinvent how we mark special occasions, in ways that are hyperlocal — many so local that they don’t even extend past our front door. And as spending shifts to at-home activities, people are also being more frugalPDF in response to the economic impact of the pandemic. These trends are likely to persist well beyond the reopening of the economy, as safety concerns linger, companies take a fresh look at their workforce strategy and allow employees to continue working from home, and the economic shock reverberates.

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Marketing Campaigns
Targeted

August 20, 2020

TALKING INFLUENCE - Attribution: The Missing Link for Influencer Marketing?

By MICHAEL HUSSEY

Marketers have been tracking attribution for owned and paid media for years. With the rise of social media and influencer marketing, however, brands are having a more difficult time solving the attribution problem.

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Influencer Marketing
Attribution
Marketing

The Drum: SEO, the saviour in times of crisis

By David Colgate

When the coronavirus outbreak forced countries around the world into lockdown, brands responded by reducing their ad spend in a bid to cut back on marketing expenses. According to the World Economic Forum, ad spend was down 9% on average across Europe by June while the UK and Germany pulled spending back by a larger 12% each.

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SEO
Search Marketing
Marketing Strategy

August 20, 2020

eMarketer: US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets

By Jillian Ryan

Though the B2B digital ad market represents a small slice of total US digital ad spending, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.

Read More
Digital Advertising
B2B Marketing
B2B

August 18, 2020

MARTECHTODAY: The death of cookies and the threat to digital marketing

By Kim Davis 

he demise of third-party cookies could disrupt targeted advertising, but marketers are determined not to let that happen.

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Cookies
Digital Marketing

August 18, 2020

KOMARKETING - Report: Digital Asset Management Remains Critical to Content Marketing Success

By KRYSTLE VERMES

Digital asset management (DAM) is critical to content marketing, but new research suggests that many marketers have trouble hunting down their assets and leveraging them on a regular basis.

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Digital Asset Management
Content Marketing

August 18, 2020

business.com: Three Martech Trends You Should Know in 2020

By Jared Atchison

Marketing technology or MarTech is a key part of any business's marketing today. This is thanks to the massive developments in AI and machine learning. AI-based marketing tools are more affordable than ever before and can support every important marketing activity. 

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Martech
Marketing Technology
Trends

August 18, 2020

business2community: Marketers Shifting Toward Retention, Rather than Acquisition. Here’s Why That’s a Good Thing

By David DeCorte

We’ve spilled plenty of collective ink examining how the COVID-19 outbreak impacted global commerce.

The virus had plenty of unanticipated consequences. For instance, while eCommerce and sales through remote channels like click-and-collect surged, we saw a corresponding jump in fraud and chargeback activity. That’s just one example; it’s hard to identify any aspect of the global market that wasn’t transformed to some degree by COVID-19.

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Marketing Strategy
Retention

August 18, 2020

ClickZ: Five ways data is transforming the brand-agency relationship

By Jacqueline Dooley

30-second summary:
• Data-intelligence provider Infogroup published a guide that contains five use cases that agencies can use to better serve the changing needs of brands and clients.
• The use cases cover a variety of topics from creating new client pitches to developing personas using intelligence, and improving campaign performance.
• You can download the free guide, How Consumer Data Can Deliver the Ultimate Competitive Advantage for Agencies, from ClickZ.

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Digital Marketing
Data Driven Marketing
Marketing Campaigns

August 17, 2020

CMSWiRE: 6 Personalization Tips for a Better Customer Experience

By Scott Clark 

There has never been a time when customer experience was more important than it is today. Customers expect a personalized experience when they deal with a business, and according to a report from Epsilon, 80% of customers are more likely to make a purchase when businesses provide a personalized experience. Personalization improves the customer’s experience, helps drive sales, and increases customer loyalty.

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Personalization
Customer Experience

August 17, 2020

The Drum: Digital marketing is accelerating – so what’s next?

By Julio Taylor

n 2019, Hallam, Google’s Premier Partners Growing Businesses Online 2019 award winners, published one in a series of eBooks: The Future of Digital Marketing: 2019 and beyond. Covid-19 has ground the world to a halt, but has accelerated digital marketing, taking it down paths that have not been ventured before.

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Digital Marketing

August 17, 2020

Search Engine Watch - SEO in the second half of 2020: Five search opportunities to act on now

By Jim Yu

0-second summary:

• Search marketing is evolving at lightning speed alongside the consumer.

• One company’s challenge can be another’s opportunity.

• Activating search and market insights has become mission-critical for brands.

• Brands need to stay on top of what’s happening with both the consumer and the SERP.

• Creating and optimizing content that enhances a consumer’s experience is key.  

• Jim Yu shares five search opportunities you’ll want to have your eye on as you strategize for the rest of 2020 and beyond.

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SEO
Search

August 18, 2020

The Enterprisers Project - Digital transformation: 2 habits of the strongest cultures

By Colin D. Ellis

In successful digital transformations, people who believe change is possible become the driving force. Has your organization taken the right steps to get there?

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Digital Transformation
Digital Culture
Change Management

August 18, 2020

MARTECHSERIES: How these Top Martech Leaders are Coping with COVID-19 Disruptions

By Sudipto Ghosh 

COVID-19 has made a dramatic impact on the way marketers interact and engage with their customers today. Brands around the world understand that customers are more sensitive and mindful of the current circumstances that have emerged from the ongoing global pandemic crisis. For those who have stayed away from truly connecting with their customers, they would still believe that an effective brand management strategy during a global crisis as bad as COVID-19 pandemic revolves around Marketing, Customer Experience and Services. But,  for a proactive martech leader, all these are just a pedestal to build familiarity with customers, not sustain a private relationship during unforeseen circumstances.

Read More
Martech
Behavioral

August 14, 2020

adexchanger: To Win Back The Audience, Digital Advertising Must Return To Innovation

By Alessandro De Zanche

From the consumer’s point of view, advertising hasn’t evolved.


Digital ads mimic print’s design as simply a space on a page. And video ads take the old TV approach of interrupting content.

Read More
Digital Advertising
Digital Marketing
Innovation

August 17, 2020

MarketingWeek: How brands can double their influencer marketing ROI 

Influencer marketing has the potential to deliver greater efficiencies and return on investment, yet marketers have long struggled to measure its impact effectively.

Read More
Influencer Marketing
ROI

DATAQUEST: Enabling remote sales through digital marketing

By Anand Ramanathan

COVID-19 is changing consumer behaviour, purchase patterns, buying criteria and touchpoints with companies. A recent Deloitte consumer survey in the Indian market revealed that:
▪ 69% respondents were more likely to buy from brands that they trust
▪ 53% respondents felt safe in visiting stores or in receiving in-person services
▪ 38%-56% respondents preferred online channel, depending on product category

Read More
Digital Marketing
Marketing
Sales

August 17, 2020

ITProPortal: Just because you can, doesn't mean you should

By Carolyn Bondi 

When does personalization cross the line into creepy?

Read More
Personalization

August 14, 2020

ClickZ: What makes a successful modern CMO?

By Lomit Patel

30-second summary:
• The modern C-suite requires CMOs to be able to touch upon, manage and measure all aspects of a business, drive and optimize customer experience and be able to consistently scale revenue.
• There are five core skills essential for the modern CMO to succeed: Team Leadership; Adeptness with data; Practiced in Personalization; Proficient in AI and Machine Learning; and Traditional skills.
• The modern CMO has had to evolve and adapt more than ever before.
• CMOs must embrace change and use a blend of technology and traditional skills to bring value to an organization.
• Understanding customer needs and perspectives and relating them to C-suite members will carry the company forward and cement the position of the CMO.

Read More
CMO
Marketing Strategy

August 5, 2020

Marketing Land: How search data can inform larger online business decisions

By Sebastian Compagnucci

Decision makers in their respective silos are generally unaware of the value in the data Google shares so it's your job to disperse this knowledge across your organization.

Read More
Search
Data

August 11, 2020

customerTHINK: Arbitary cost cutting is dangerous

BY Nicholas Watkis

The covid-19 pandemic is having a serious effect on commercial activity across the world, producing a state of economic recession. Many businesses are seeing their income fall, while their costs remain. Demand is still there, but government enforced shut-downs and social distancing has resulted in buying decisions being deferred so that sales income is greatly reduced, or non-existent. At the same time, costs remain and may even go up. The result is that profits are reduced or non-existent and losses increase. To survive these extra-ordinary times, and the inevitable losses, businesses will have to reduce costs as far as possible, relying on any limited income they can produce and their reserves to see them through this situation.

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Cost Cutting
Budgets

August 13, 2020

ClickZ: Five ways to drive revenue with creative automation

By Miha Mikek

30-second summary:
• The pandemic has pushed brands to pivot creative and messaging.
• As opportunities to engage with consumers proliferate, the traditional and manual creative process is not suited for achieving volume or engaging with consumers.
• Creative Automation (CA) speeds up campaign production and launches to better capture consumer mind share.
• CA provides revenue-boosting opportunities for brands.

Read More
Creative
Creative Operations

August 11, 2020

The Enterprisers Project: How Robotic Process Automation (RPA) and digital transformation work together

By Stephanie Overby

The use of Robotic Process Automation (RPA) is expanding rapidly across industries, geographies, and organizational sizes, with organizations chasing benefits including cost reduction, operations optimization, improved customer experience, fewer errors, easier management and control, and quick implementation and ROI. That’s driving increasing RPA spending: Gartner projects spending on RPA software to hit $1.3 billion this year, and Forrester forecasts a $2.9 billion RPA software market in 2021.

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Digital Transformation

August 11, 2020

MediaPost: How Did Facebook Boycotters Spend Their July Budgets?

By Gavin O'Malley 

Now that the #StopHateForProfit ad boycott has basically run its course, we’re learning more about the effort, its impact on Facebook, and how brands reallocated their social budgets in July.

Read More
Social Media Marketing
Marketing Spend
Marketing Budgets

August 11, 2020

IndustryWeek: Four Paths to Digital Marketing B2B Success

By Mike Hicks

Like it or not, you’re now an online company. Everyone is. It’s where business gets done. And the events of this year have certainly contributed to this new online business market. You might be surprised to know that a digital marketing strategy can actually be more cost effective, and provide more measurable results, than traditional marketing.

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B2B Marketing
Digital Marketing
Marketing Strategy

August 11, 2020

ClickZ: hat a digital-only world means for your marketing strategy

By Luke Richards

30-second summary:
• Digital channels are booming. Ecommerce activity has grown 5-10 years in the space of 3 months.
• Digital-first companies who have been agile in directing investment to organic search are seeing the best results.
• Challenges in companies are mostly organizational. Better alignment is needed between marketers and engineers.
• One tip for marketers? Invest in the website.

Read More
Digital
Marketing Strategy

August 11, 2020

diginomica: Should sales enablement play a bigger role in marketing strategy?

By Barb Mosher Zinck

Sales enablement is changing - the prospect has changed the terms of engagement. Russell Wurth of Showpad gave me his take on how to deliver the sales experience today's customers need. Is sales operations emerging?

Read More
Sales Enablement
Marketing Strategy
Sales

August 10, 2020

Econsultancy: Being a digitally savvy CMO: how to use search data to set strategy

By Pascal Moyon 

The CMO is said to be the most exposed job in a company: study after study there has been a consistent story for at least ten years that CEOs don’t trust their CMO and marketing teams. The changing face of marketing means that your traditional CMO needs to evolve their tool kit to be still seen as relevant in todays landscape.

Read More
CMO
Digitally Savvy
Marketing Strategy

Studies and experience from every economic downturn confirms that firms that maintain marketing expenditures recover more quickly and gain share after the the disruption.

WARC: Clorox believes advertising is critical in a recession

The Clorox Co., which owns brands like Glad trashbags, Rainbow Light vitamins and Kingsford charcoal, is putting advertising at the heart of its strategy in response to COVID-19 and the recession following in its wake.

Read More
Advertising
Brands
Budgets

August 11, 2020

MarketingProfs: B2B Buyers' Top Challenges With Their Current Vendors

By Ayaz Nanji

B2B buyers say the top challenges they face with their current vendors are slow/inefficient responses to questions, inconsistent pricing, and a lack of transparency into inventory, according to recent research from PROS.

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B2B

August 7, 2020

ADWEEK: Masks in Commercials? It’s an Open Question, Says Southwest’s CMO

BY RYAN BARWICK

Amid the bleak landscape of the airline industry, Southwest Airlines has become a rare bright spot. Although far from unscathed—the airline lost $915 million in the second quarter—the largest domestic airline in the U.S. has already promised not to lay off workers in the face of depressed travel demand, unlike its competitors.

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Brand Marketing
Marketing
Brands

August 9, 2020

business2community: Trends That Will Continue to Stay Relevant in Digital Marketing

By Tommy Wyher

Digital marketing has changed immensely in the last decade. There have been a multitude of changes in tactics along with Google’s search engine algorithms. Low-quality content that has been referred to as “clickbait” has stopped generating the results it once had. Consumers are becoming pickier in terms of what they spend their time reading or viewing. Certain trends like that focus on in-depth content in a variety of forms will continue to flourish. Podcasting is a great example of a form of content that can be easy to make and can help showcase the knowledge or an individual or company. The following are trends that will continue to stay relevant when it comes to digital marketing.

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Digital Marketing
Trends

August 10, 2020

eMarketer: Out-of-Home Advertising Is Becoming More Digitally Driven

By Ross Benes

This year, digital out-of-home (DOOH) ad spending will increase by 1.6%, and in 2021 it will rise by 19.2%. We expect DOOH ad spending to increase from $2.72 billion in 2020 to $3.84 billion in 2023.

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Digital Out-of-Home
Out-of-Home

August 7, 2020

Marketing Land: How visual commerce is transforming the customer experience

As we near the six-month milestone in the new world of the digital customer experience, one often overlooked segment is now more relevant than ever—visual commerce. 

But what is visual commerce? 3-D images? Video sales calls? Visual commerce is much more than just these tactics, which proactive marketing departments are getting to know as they adjust to the new normal. 

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Customer Experience
Visual Commerce

August 6, 2020

adexchanger: The Big Story: Is It Safe To Come Out Now?

By Allison Schiff 

Did you hear the one about Microsoft maybe buying TikTok? No, really, there’s a potential deal in the works.


Amid ongoing drama over TikTok’s Chinese ownership and threats from the Trump administration of a ban on the app in the United States, the technology company most associated with office software could become the owner of the social media app most associated with dancing, sarcasm and lip synching.

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Apps
Privacy
Data

August 6, 2020

Telegraph Herald: look at some digital marketing trends

As 2020 continues to roll along, marketers everywhere are asking the same important question: What happens next? Out of all the possibilities on the horizon, which dig

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Digital Marketing
Trends

August 7, 2020

eMarketer: US Mobile Ad Spending Will Manage to Grow in 2020

With mobile accounting for more than two-thirds of US digital ad spending, the pandemic's economic effects didn’t spare mobile ad spend. Still, the format is faring slightly better than most other media and will eke out growth in 2020.

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Ad Spend
Mobile
Mobile Marketing

August 7, 2020

SmartBrief - Digital CX: How brands can win the new normal and beyond

By Mike Herrick

The marketing industry has talked so much about digital transformation for the last five years that the buzz phrase has lost some of its impactful meaning. But it’s a serious topic if you want your company to make it through the COVID-19 crisis as well as succeed well into the future.

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Customer Experience
Digital CX
Digital

August 4, 2020

ClickZ: Content marketing is more than content creation and distribution

By Ashley Schweigert

30-second summary:
• Content marketing is much more than creating and distributing online content. Companies need to look at content as only part of the story since search engine optimization (SEO) and inbound marketing tactics are needs to acquire leads. At the end of the day, it’s about generating revenue to understand the value of any marketing campaign.
• Your audience uses a website to find answers to your questions. Start by optimizing your campaigns around solutions they care to know more about.
• Inbound marketing will provide you with the tools to convert those web visitors into loyal customers. This approach will help you to take your audience through a buyer’s journey.
• A successful content marketing campaign will have a hub for attracting web visitors. That hub should be a place to showcase the complete story.
• The types of call to actions include gated content to gather emails for lead nurturing, such as white papers.
• Because inbound marketing uses strategy to attract, engage and delight your audience, you will be able to see how to optimize content and the conversion experience.

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Content Marketing
Content Management

August 4, 2020

fedscoop: Digital transformation is not just about technology

By Rob Buhrman

Digital transformation is a popular buzz phrase in government these days, especially with everyone working remotely during the past few months. COVID-19 has caused incredible disruption to everyone’s lives, both at home and work. Government organizations have very quickly transitioned to new technologies such as Zoom, Microsoft Teams, and WebEx to help employees connect with one another and the consumers of their products or services.

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Digital Transformation
Technology

August 5, 2020

ClickZ: How CPG brands can harness data to flourish in the age of disruption

By Tina Wilson

30-second summary:
• To avoid diving blindly into new endeavors and wasting resources by consequence, CPG brands need sales and media data to direct and inform their alterations.
• But before brands pool their marketing resources behind new campaigns or tactics, it’s critical to first test them to ensure that, once they are rolled out on a large scale, they will yield the intended results.
• CPG marketers need data around the media consumption of their target audiences (e.g., their preferred platforms and programming, peak viewing/listening times) to understand the channels in which they should be using to make an impact.
• Measuring performance yields insights into which consumer segments and campaign elements drive the greatest response from audiences—and which ones are worth scrapping—which marketers can use to make educated decisions in planning future strategies.
• By staying on top of how their brand is performing, marketers can react quickly to any market changes—an ability that will propel them ahead of slow-moving competitors.
• Measurement tools are particularly helpful now to pinpoint and explain radical changes in business performance—negative as well as positive—that may be occurring due to COVID-19.
• In order to tackle the challenges of modern CPG marketing, brands need to seek out measurement solutions that help them understand how their marketing efforts are performing at a granular level.

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Data
CPG

August 4, 2020

adexchanger: Riding The Streaming Wave To Reach Audiences At Scale

By Bibhakar Pandey

It’s time to move beyond one-off pieces of content. Sure, interesting singular pieces can pique visitor interest. But if the message isn’t part of a unified strategy that engages the visitor at every stage in the funnel, then that content – and the effort – can get lost.

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Data Driven
Content Marketing

July 31, 2020

Search Engine Land: Will Google’s Ad Disclosure schema catch on?

By Ginny Marvin 

Google announced some updates to how it plans to inform users about the ads they see, including a new type of schema, as well as the latest on Privacy Sandbox proposals to manage ad serving, measurement and more without third-party cookies and cross-site tracking on Friday.

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Marketing
Privacy

August 3, 2020

The Enterprisers Project - Digital transformation strategy: 10 questions to ask about yours now

By Stephanie Overby

Whether you’re putting together your digital transformation strategy from scratch or revisiting the plan in light of disruption, try to start from a point of curiosity. The most effective digital transformation strategies begin not with a slew of answers but with asking the right questions.

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Digital Transformation
Strategy

August 3, 2020

SmartBrief: The future of e-commerce is social media

By Franklin Chu 

The recent launch of Facebook Shops is taking on Amazon and Google by blending e-commerce with the world's biggest social media platform. The timing is perfect, as many consumers remain homebound during the pandemic, and turn to digital sources to shop and stay social.  Learn how Facebook Shops could evolve by following in the footsteps of China's wildly popular WeChat social commerce platform -- and how U.S. and foreign retail companies can benefit. 

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Marketing Strategy
eCommerce
Social Media

July 20, 2020

B2B Marketing: Digital has changed the role of sales enablement

There is now a clear drive by companies in most B2B sectors to optimise the customer experience, leading to digital content marketing processes such as customer intelligence and analytics, deeper persona research and personalisation, and interactive media.

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B2B
B2B Marketing
Sales Enablement

July 22, 2020

Search Engine Land: How and where to fight for your marketing budget

By Adam Edwards

Though digital marketers felt pressure before to justify their marketing spend, this is a whole new ballgame. Marketing is often an easy target for cost-cutting because of how frictionless it is to adjust course quickly. There’s often no contract or penalty for reducing ad spending, but that doesn’t mean there aren’t consequences for doing so. Will cutting spend in top-of-funnel and brand marketing while maintaining only the areas of highest direct ROI help in the short term, but leave the business less competitive in the long term?

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Budgets
Marketing
Marketing Spend

July 20, 2020

marketing TOOLBOX - Marketers, Don’t Ditch Your Event Strategy: 5 Tips to Improve Digital Experiences

By Matthew Baier

Why digital experiences must evolve to compensate for the lack of offline opportunities and meet today’s high consumer demands, writes Matthew Baier, CMO and COO of Contentstack.

As we enter months of a socially distanced world, digital experiences have begun their evolution to compensate for the lack of offline opportunities, hoping to meet today’s high consumer demands.

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Marketing Strategy
Event
Digital Experience

July 22, 2020

MARTECHTODAY - Virtual Events: What We’ve Learned

By Chris Elwell


The number of organizations producing virtual events exploded as COVID-19 spread. Innovation has been rapid. Results have been mixed.  
After producing two large virtual events for the martech and search marketing communities, with another martech event planned for this fall, we’re beginning to answer some questions about the characteristics and capabilities of the medium and its ability to satisfy the needs of attendees and exhibitors/sponsors. 

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Event
Innovation

July 22, 2020

adexchanger: What The Inventor Of The Shipping Container Can Teach Us About Platform Data

By Ruben Schreurs

In the early 1950s, Malcolm Purcell McLean stood in a massive line of trucks waiting to be offloaded by dock workers. The tedious process involved buckets of sweat and universal backache for the many men that formed the highly unionized dock crews.

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Data

July 22, 2020

The Drum: Mapping your marketing to the ‘next normal’

We are all still in the throes of the pandemic and there is no real end in sight. In this ever evolving, ever changing marketing landscape, there is no certainty as to what our new future is going settle down to look like.

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Marketing
Digital Marketing
Brand Purpose

July 22, 2020

business.com: How to Measure ROI for Digital Marketing Campaigns (and When You Shouldn't)

By Adam Uzialko

Digital marketing campaigns are an important part of business, though it can be challenging to measure ROI. In some cases, measuring ROI prematurely is counterproductive.

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Digital Marketing
Marketing Performance Management
ROI

July 22, 2020

AiTHORITY: Mapping Your Digital Transformation Journey- Stages Of Digital Maturity

By Dinesh Varadharajan

As the leader of a digital transformation strategy, you kickstart the digital transformation journey with a solid plan. But rarely do things go as you expect.
Hiccups and roadblocks catch leaders off guard and make them feel like they are constantly recalibrating their goals. At times, leaders feel lost and disoriented and need to evaluate how far they have reached in the journey.

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Digital Transformation

July 20, 2020

destinationCRM: Seamless Customer Experiences Require Simplified Operations, CX Network Speaker Contends

By Phillip Britt

Simplified contact center workflows provide better experiences for both customers and employees, Ed Creasey, Calabrio's director of pre-sales, said during last week's CX Network Contact Center seminar.
"What were simple customer journeys have become complex and convoluted. We can deliver great customer experiences by getting the workforce experience right. If we get workforce experience smart and personalized to our employees, then they can give a great customer engagement. But it has to be easy."

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Customer Experience
Symplification

July 21, 2020

adexchanger: Coca-Cola Mulls Balance Between Marketing Efficiency Vs. Growth

By James Hercher

Coca-Cola will overhaul how and how much it spends on marketing coming out of the pandemic, executives told investors on the company’s earnings report on Tuesday.

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Growth
Marketing Spend

July 20, 2020

Digital Commerce 360: How microsegmenting boosts B2B conversion rates

By Cate Flahardy

By marketing to B2B customers in smaller segments based on a broad range of criteria—including buying behavior and aspirations as well as traditional demographics—B2B marketers can be far more successful in converting prospects into buyers, Forrester Research says in a new report.

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Segmentation
Conversion

July 20, 2020

Warc: How Walmart keeps its messaging relevant in a time of disruption

Walmart, the retailer, is aiming to mix cultural and contextual relevance, providing inspiration and supporting a sense of community in its messaging as it responds to the rapid evolution of consumer needs.

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Messaging
Marketing

July 19, 2020

MediaPost - Study: Half Of Brand Marketers Felt Dissatisfied With Their COVID-19 Responses

By Richard Whitman 

Roughly half of brand marketers during the pandemic reported feeling “paralyzed”  about how to engage consumers or were dissatisfied with their efforts, according to a survey commissioned by Forsman & Bodenfors, part of MDC Partners.

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Marketing
Brand Marketing

July 21, 2020

Forbes: How CDPs Can Finally Deliver On Early Promises

By Michael Schoen

In the 2006 cult comedy Idiocracy, Luke Wilson’s character wakes up from a 500-year slumber to a society where people are idiots, commercialism is rampant and the world’s crops are irrigated with sports drinks. To be identified in that world, people register with the Identity Processing Program of America and have their name tattooed on the wrist. The speech-recognition interface of the tattoo machine doesn’t mess around, and Luke’s character stumbles over his answers and becomes known in the movie as “Not Sure.” If you don’t know that movie, please make time for it. It’s fun — and a bit of an eye-opener too!

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Customer Data Platform
digital transformationMarketing Ops Best Practice
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