While Account-Based Marketing (ABM) is not a new concept, it’s regained popularity among B2B marketing and sales professionals. They have found much success with an account-based approach – from increased revenue and more cross- and up-sell success within enterprise accounts, to close alignment between marketing and sales, to a great handle on their data. With…
With so many business structure possibilities, it can be particularly complicated to consolidate content across departments, especially if it’s created in isolation. Internal structure can therefore dictate content efficiency, and decentralized structures can, in turn, spawn duplicate, overlapping or conflicting content. What is cannibalization? Cannibalization is a term coined by the digital community to refer…
It’s very well established that consumers use smartphones as shopping assistants in stores. We’re now getting into the nuances of how they use them and how marketers and retailers can be more effective in tapping that in-store usage. A new survey from inMarket offers some insights and a bit of contradictory data to the growing…
In April, media measurement firm comScore bought the Digital Intelligence unit of market research firm Millward Brown, which had built the unit around its previous purchase of web traffic analysis firm Compete. comScore launched a PRO web traffic service, based on what Compete — a competitor to comScore — had provided. On the same day…
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: A successful SEO program starts with the right budgetNov 4, 2016 by Digital Marketing Depot In order to maintain dominance in the search engines, and content marketing in general, businesses must…
In order to maintain dominance in the search engines, and content marketing in general, businesses must be able to understand the balance of costs, quality and outcomes to rank for valuable keywords. This white paper from Rowe Digital goes deep into the three key components of a good SEO program that impacts the pricing for…
In the local SEO community, Google’s recent Possum update was a very big deal. To those of us who regularly track the search results for local businesses, it was obvious there were massive changes on September 1. The SEO community as a whole has been relatively quiet about this huge update, and I believe this…
An experiment by Twitter to show content on iOS devices using Safari Reader dramatically changes the material, removing ads and reader engagement options and sometimes preventing the content from showing at all. Here’s an interactive tour. The Twitter/Safari Reader test Last week, Twitter began making use of Safari Reader for some people on iOS devices….
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: 5 ingredients for writing the perfect expanded text adNov 3, 2016 by Frederick Vallaeys Want to succeed with expanded text ads? Columnist Frederick Vallaeys reports on findings from an Optmyzr study…
If Google’s expanded text ads (ETAs) are supposed to perform better than standard text ads, why did Google delay the sunset for creating legacy ads from late October 2016 to the end of January 2017? A recent conversation I had with a Google product manager explained it pretty well. To start: quality matters. When expanded…
