Marketing technology (martech) stacks are all the buzz right now, especially following the Stackie awards given out at the MarTech Conference recently. There were some excellent visualizations of what technologies companies use and how they categorize them within different stages of their funnel. To me, this is all very fascinating. I love checking out what other companies are using and discovering new tech solutions. But these visualizations are missing something: how do they specifically use it all? We need some good how-to content around using martech stacks. Originally, I had wanted to outline some step-by-step use cases for my martech stack(s), but I realized that I could write a book on it. Instead, I’m going to focus on how I use my martech stack to manage my SEO efforts. I look at SEO like a carousel: It’s constantly going round and round — continuous, unending efforts are needed to compete in new topics or keywords and to keep up with changes in the way … [Read more...] about How I use my marketing technology stack (SEO edition)
Missing links are typically more the purview of paleoanthropologists or fire and brimstone preachers in the pulpit, but as voice technology becomes more prevalent, it is becoming increasingly clear that voice is a missing link in its own way – and one that will help search evolve into much more than search – as well as a means for search engines themselves to maintain relevance. That’s because as unnatural as it may have seemed to talk to our devices when Siri was introduced in 2011, voice is indeed a natural interface – particularly for younger generations – and it will maintain a connection between consumers and platforms in the ecosystems of tomorrow. How Voice has Already Changed Search – and Diminished the Power of the SERP The search landscape is already a far cry from ten blue links – and will continue to evolve as more consumers gravitate toward voice technology. That’s in part because, as Michael Bonfils, Managing Director at … [Read more...] about Voice Technology and the Evolution of Search
Would you hire your traditional printer to make marketing and advertising decisions for your company? Then why would you hire a technology company for web marketing or web advertising? In the defense of many businesses, they do hear the same words coming from both the marketer and the technology company. Both companies use the words “SEO”, “optimization”, “paid search”, and many other terms, which on the surface sound the same. Thus, a business that doesn’t understand the digital medium would not know there is a difference between these two types of companies. Evolution of Disciplines on the Web If I think back 20 years ago when we first put a website together using HTML 0.0 we could bold text, change colors, make text flash and use an animated gif for a mailbox that opened and closed. It was all pretty exciting stuff, at the time. Since then the disciplines have evolved and matured to the point where there are: Technology companies that know … [Read more...] about Is your SEO Company A Marketer or a Technology Company?
Content marketing matters, that much is clear. What is less clear is how effective it is and how we, as marketers, can use our resources in a way that makes the most sense. Which is why reports like Content Marketing Institute’s comprehensive B2B Technology Content Marketing 2016: Benchmarks, Budgets, and Trends—North America matter. This type of in-depth research is what marketers should be taking to their clients and the brands they work for to lobby for a bigger content marketing budget. If you are a content marketer in the B2B technology field, this benchmark report is required reading. From Content Marketing Institute: Sponsored by International Data Group (IDG), this report features findings gathered from a marketing survey conducted by Content Marketing Institute and MarketingProfs. This report presents findings from the 392 who said they were B2B technology marketers in North America from a range of company sizes. They responded to the survey in July and August … [Read more...] about CMI Releases B2B Technology #ContentMarketing Trends 2016 Report
Google Glasses aren’t the only Heads up Display that Google will likely use or demonstrate. Imagine that Google acquired technology that let you use your gaze as a mouse, and tracked your eye movements to see what you are looking at. Google has acquired such technology. Google buys Eyefluence eye-tracking startup. Here is a pair of eye tracking glasses that Eyefluence has patented: I looked up the granted patents and pending patent applications from Eyeinfluence. Some of these have the same name and are possibly continuation patents (with different claims). I’m seeing differences in the claims that are worth comparing to see how the technology behind them has been updated. With Google looking at Virtual Reality applications and likely more Augmented Reality applications, it’s good seeing them investing in other related technologies. Granted Patents Systems and methods for identifying gaze tracking scene reference locationsInventors: Nelson G. Publicover, William C. … [Read more...] about Google Acquires Eye Tracking Startup Eyefluence and its Technology