Mobile native video advertising has transformed content marketing world in a big way. Brands are clamoring to get their video storytelling in high gear following brands who jumped on the video bandwagon long ago. Today, we are undergoing a forced feeding of video on Facebook with their autoplay strategy, and many of the posts in our feed consisting of video. No wonder controversy has peaked, with talks of YouTube being second fiddle and the emphasis of video on other social platforms. There is no question – video is not only killing it for the brands, but every person is a video content author now. This is changing the way content is being created, shared, and consumed. [youtube https://www.youtube.com/watch?v=k3fKq0ioyWs&w=560&h=315] In a previous post, 5 ways to weaponize your mobile content marketing via native advertising, I addressed the channels and solutions brands must consider to scale their content marketing. Recently, major bets have been placed, such as Yahoo … [Read more...] about 5 Mobile Native Video Content Marketing Methods
Multi asset performance attribution
A few weeks ago, Marketing Land covered the release of an update to the Digital Marketing Depot 2013 B2B Marketing Automation Tools Buyer’s Guide. The 61-page report covers “key trends impacting the marketing automation software market, as well as detailed information about the leading pure play marketing automation platforms that primarily target the B2B market.” This column takes an in-depth look at topics discussed in this guide, as well as perspective and recommendations for B2B SEO professionals. Growing Interest In Marketing Automation First off, what is marketing automation? According to Techopedia, “Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.” Marketing automation is a hot topic right now. Adobe’s 600 million dollar acquisition of … [Read more...] about What B2B SEO Professionals Need To Know About Marketing Automation
B2B search engine marketing performance is based as much on lead generation as it is on traffic, keyword visibility, and production. As B2B organizations become more competent in digital marketing strategy, lead quality becomes just as important as lead quantity. It should not be a surprise that fewer form field requirements generate a greater volume of lead opportunities, as visitors do not usually like to give up more information than they have to. However, fewer requirements may compromise the quality of leads generated. This poses a challenge for B2B marketers. In the Marketingsherpa chart below, even though the majority of respondents incorporated optional field information as a method for balancing lead quality and quantity, this still constituted fewer than half of the respondents surveyed. Multi-step forms and all-field requirements are still common. The challenge of balancing lead quality with lead quantity is a B2B marketing opportunity that search engine marketers should … [Read more...] about 3 Lead Generation Challenges B2B Search Marketers Must Overcome
SMX West is every SEO and SEM’s dream. Join us March 21–23 for a tactic-packed agenda with more than 100 dynamic and authoritative speakers, keynotes, exceptional networking and more. If you’re involved in SEO, SEM, PR, social media or any other customer-facing activity, you owe it to yourself (and your company or client’s bottom line) to attend. SMX West features multiple tracks filled with sessions that cover: search marketing topics including search advertising, SEO, technical SEO, analytics and more. the latest actionable tactics you can immediately use to improve your campaigns. all experience levels, from beginner to advanced. There’s something for everyone, all the time. You’ll get actionable tactics and techniques you can put to work immediately to drive the success of your search marketing campaigns. SMX West is the ultimate survival guide to the dynamic and tumultuous world of search marketing. If this sounds up your alley, read my … [Read more...] about What to expect when you attend SMX West. Here’s your special preview!
If so, then you have a powerful foundation for fueling genuine 1:1 engagements at the right time and place in a buyer’s journey, an absolute must in today’s experience economy. So, what’s holding you back? For many brands, it’s the inability to connect all that rich data across platforms. This is a common challenge for marketers who want to get closer to their customers by providing meaningful, personalized experiences. Perhaps the biggest barrier to this kind of marketing is tying the data back to the customer at the individual level — and doing so on a continuous basis, as new behavioral data is collected. It’s a gap that most brands have yet to close. But their customers certainly expect them to. While 81 percent of brands claim to have a holistic understanding of customers across interactions and channels, only 37 percent of consumers believe their favorite retailer, for instance, understands them enough to personalize their experiences. Sure, … [Read more...] about Break through 5 common barriers to contextual marketing and connected experiences