Monthly Archives: September 2016

How to Reach a Global Audience with an Integrated Video Marketing Tech Stack
September 29, 2016 Uncategorized

By content.cabinetm.com

Organizations big and small typically share similar goals and challenges with video. For some more than others, video is essential to staying relevant with their audiences. Our customers know this to be particularly true. How do you reach a global audience while being cost conscious and effectively measuring engagement?  

Back in 2001, an organization Brightcove now works with needed to evolve its communication strategy because its audience’s attention was now online. They streamed their first annual event using homegrown tools, patched together by a small IT team. On-demand videos were posted, after the live event, using a self-built flash player. Some on-demand content took six months to appear online after a live broadcast, long after it had been forgotten. Early on, this strategy sufficed, but the technological advances in video content management were outpacing its IT team’s limited resources. They knew they could do better and that their audiences needed more.

 Read more: 

https://www.brightcove.com/en/blog/2016/09/how-reach-global-audience-integrated-video-marketing-tech-stack?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bc%2Fall+%28Brightcove+Blog+%28EN%29%29

Share on FacebookTweet about this on TwitterShare on LinkedIn
Waze takes native-esque ads for a spin, with Dunkin’ at the wheel
September 29, 2016 Uncategorized

By content.cabinetm.com

Waze, a navigation app with 65 million monthly drivers worldwide, is introducing an intriguing ad product for Advertising Week, which is taking place in New York through Thursday.

The Google-owned mobile app will allow users to select their favorite marketers, making businesses more accessible, in theory, when searching for a destination on Waze’s mobile map. Marketers can invite users to “favorite” a brand through ad units with the tap of a button and then segment customers for offers.

Called Favorite Brands, the native-style ads let marketers tailor messaging and will go into beta for the remainder of the year. Dunkin’ Donuts is the first brand to sign on. 

“[It] will give ​us the opportunity to identify and reward our most loyal customers, adding a layer of personalization and context to our messaging not previously available within a navigation app,” said Nick Dunham, director of media, Dunkin’ Donuts.

Read more at: 

http://www.adweek.com/news/technology/waze-now-offering-native-style-ads-put-users-drivers-seat-173675

Share on FacebookTweet about this on TwitterShare on LinkedIn
Marketo, HubSpot and Oracle Just Got Lapped by Artificial Intelligence
September 29, 2016 Industry Buzz

By content.cabinetm.com

There’s a lot of buzz around Artificial Intelligence (AI), machine learning and natural language processing. Platforms such as these reveal insights from large amounts of unstructured data. That’s how Facebook is able to recognize faces in photographs with nearly 98% accuracy. It’s this technology that powers much of the managed services technology behind programmatic native advertising.

As a matter of fact, Paul Roetzer of PR 20/20 gave a whole presentation on the topic at Content Marketing World. IBM’s Watson project has earned just as much media attention as the iPhone 7 announcement – with good reason, too. AI has the power to disrupt nearly every industry on the planet.


Read more at: http://www.business2community.com/brandviews/relevance/marketo-hubspot-oracle-just-got-lapped-artificial-intelligence-01664455#SiOwadAdDWFLfrhE.99

 

Share on FacebookTweet about this on TwitterShare on LinkedIn
Skyword Launches Marketo Integration as Part of Its Latest Skyword + Marketing Automation Solution
September 29, 2016 Content Marketing, Email Marketing, Marketing Automation

By markets.financialcontent.com

Summary:

Skyword Inc., a content marketing technology and services company, announced a two-pronged integration with Marketo, the leading provider of engagement marketing software and solutions. The integration includes both robust lead analytics within the Skyword Platform and the ability to push approved content into Marketo’s email editor. The solution provides greater visibility into lead behavior within the Skyword Platform and streamlines workflow between these two critical elements of the marketing technology stack.

Function:

Marketing Automation

From the Announcement:

“Marketers are constantly being asked to prove the ROI of their content marketing programs but have had limited ability to do so,” said Tom Gerace, CEO and founder of Skyword. “Engagement metrics like pageviews are necessary but don’t tell the whole story. Marketers need to see how content is driving new leads and resonating with existing prospects. Yet most content marketers don’t have access to their marketing automation platforms and demonstrating ROI without integrated data flows is impossible. Now with Skyword’s integration with Marketo, along with our recent integration with Google Analytics, clients who use Marketo and GA can view and analyze all audience intelligence for their content marketing programs on one dashboard.”  

Skyword Profile:

https://www.cabinetm.com/product/skyword/skyword

 

Read the full article at Stock Market

Share on FacebookTweet about this on TwitterShare on LinkedIn
Marketing Day: Facebook now at 4M advertisers, Salesforce’s Commerce Cloud & more
September 29, 2016 Advertising, Content Marketing, Social Media Marketing

By Amy Gesenhues, marketingland.com

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. Please visit Marketing Land for the full article.

Read the full article at Marketing Land

Share on FacebookTweet about this on TwitterShare on LinkedIn
Mavrck Integrates with Adobe Audience Manager to Enable Brands to Enhance their Influencer Marketing
September 29, 2016 Brand Management, Content Marketing, Referral Marketing

By Shabana Arora, martechadvisor.com

Summary:

Mavrck, the micro-influencer marketing platform and activation engine, announces a partnership with Adobe. The agreement focuses on a technology integration that allows companies using Adobe Audience Manager (AAM) to build influencer audience segments with Mavrck’s patented influencer activation engine.

Function:

Influencer Marketing

From the Announcement:

“Mavrck allows brands to harness word-of-mouth marketing at scale by helping them tap into their most valuable marketing asset – existing customers with social influence,” said Lyle Stevens, co-founder and CEO of Mavrck. “Our patented influencer activation engine gives marketers using Adobe Audience Manager new capabilities for both discovering who their most influential customers are, and activating these customers to distribute content and drive conversions across four major social networks.”

Mavrck Profile:

https://www.cabinetm.com/product/mavrck/influencer-activation-engine

Read the full article at martechadvisor.com

Share on FacebookTweet about this on TwitterShare on LinkedIn
Tapad Introduces New Cross-Device Optimization Metric, Viewable Exposure Time (VET)
September 29, 2016 Advertising

By prnewswire.com

NEW YORK, Sept. 28, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology, today announced a new metric for cross-device marketers, Viewable Exposure Time (VET). Viewable Exposure Time measures across screens and ad formats, identifying the optimal amount of time a…

Read the full article at PR Newswire

Share on FacebookTweet about this on TwitterShare on LinkedIn
Tapad Introduces New Cross-Device Optimization Metric, Viewable Exposure Time (VET)
September 29, 2016 Advertising

By tmcnet.com

Summary:

Tapad, a cross-device marketing solution announced a new metric for cross-device marketers, Viewable Exposure Time (VET). Viewable Exposure Time measures across screens and ad formats, identifying the optimal amount of time a consumer spends with an ad before they take action.

Function:

Mobile Marketing

From the article:

“Today’s current measurement options, like click-through rate (CTR) and TV gross ratings points (GRP) tell an incomplete story,” said Tapad GM of Media Kate O’Loughlin. “Tapad is focused on measuring what really matters to marketers – building an efficient connection with a customer. Innovation in metrics was long overdue.”

Tapad profile:

https://www.cabinetm.com/product/tapad/tapad-device-graph 

Read the full article at tmcnet.com

Share on FacebookTweet about this on TwitterShare on LinkedIn
Slack, an App for Enterprise Chat Enters into a Deep Product Partnership with Salesforce
September 29, 2016 Productivity, Collaboration & Workflow

By Sneha Nalawade, martechadvisor.com

Summary:

Slack, a popular app for enterprise chat, has announced a key integration in which the company has teamed up with Salesforce in what it terms as ‘deep product partnership’ which will enable enterprises in seamless sharing of data across both the platforms. Launched in 2014, Slack as a startup has constantly upgraded and improved itself. Such a close integration with Salesforce is applicable only to some choicest companies namely AWS, Microsoft, Box, and Cisco.

Function:

Productivity & Workflow

From the MarTech Advisor article: 

Ryan Aytay, Executive Vice President, Strategic Product Alliances, said, “We’re always looking to help companies better communicate and collaborate around sales, marketing and customer service. And our integration with Slack allows us to offer our customers a better experience by partnering with best of breed technology. We’ll continue to evolve and improve the ways Salesforce and Slack work together.”

Read the full article at martechadvisor.com

Share on FacebookTweet about this on TwitterShare on LinkedIn
Why would someone turn a back on good marketing?
September 29, 2016 Advertising, Content Marketing, Editorialized Content

By huffingtonpost.com

Ask about marketing pet peeves and you’re going to get an earful. But there’s a common complaint with the responses to David Hoos‘ (Marketing Strategist at The Good) query about the worst parts of marketing.

Our favorite? 

Exit pop-ups that want me to choose “No, I don’t want to be a millionaire today” before I can leave the site. Give me a break. Get real.

When your strategy is to carpet bomb potential customers with emails, pop-ups and auto-play video, you might not be winning hearts and minds. 

Think about Marketing Technology that will match a strategy for a softer touch. But all means automate everything you can to free up space for imaginative marketing, but put that strategy first. 

 

Read the full article at Huffington Post

Share on FacebookTweet about this on TwitterShare on LinkedIn
What’s In Your SkillStack? Q&A with Top 40 Demand Marketer Jason Seeba, Head of Marketing at BloomReach
September 29, 2016 What's In Your SkillStack

It’s never been a more exciting time to be a demand generation professional, especially when it comes to tech. With thousands of marketing technology tools available, many demand gen practitioners are well versed in a variety of tools and techniques to drive revenue, deliver qualified leads to sales, and build demand for their products.

In such a critical function, the marketing technology acumen of a demand generation professional ranges from lead management to inbound marketing, account-based strategies to email marketing, and much more.

We sought the perspective of the top 40 demand marketers to chat about the world of marketing tech, learn their path to becoming demand gen superstars, and to uncover their personal SkillStacks (a snapshot of their marketing technology expertise.)

In this edition of “What’s In Your SkillStack?” we caught up with Jason Seeba, Head of Marketing at BloomReach

BloomReach is a leading cloud personalization platform company that helps businesses drive revenue by consuming web wide and site data to interpret consumer demand and deliver relevant user experiences across digital channels. The company’s head of marketing is Jason Seeba, who has also held the role of Chief Marketing Technologist at the organization.

Check out which tools Jason is using for Account-Based Marketing in his CabinetM SkillStack, “Core ABM Stack.

jason-seeba-stack

On the role of marketing technology in demand gen today:

Technology is at the absolute core of demand generation today. Building a cohesive Marketing Technology stack and creatively using it drive demand is an ever changing art and science.  Within that, experimenting with new technologies can get you an advantage, but people catch up fast.

Three tools Jason couldn’t live without:

If Jason could invent a tool, it would do:

Intelligent cross-channel routing of marketing content based on interest, demand, and fit.

His favorite free tool is:

Slack (before you start paying).

We asked, “where in your stack do you invest the most amount of $$ in tools?”

Tools that provide intelligence and/or access to unique data.

What does a marketing technologist do:

In a previous interview for Chief MarTech, Jason described the role of a marketing technologist as, “Bringing in the right technologies and people to drive [marketing and sales], while working with other teams to use those technologies to improve their jobs and scale their efforts.”

On selling technology internally:

In the same interview, Jason was asked, “How can someone in your position help his or her organization understand the value of marketing technology — and, for that matter, marketing technologists?”

I think the way to best help an organization understand the value of marketing technology is to create personal value for every stakeholder.

Start with finding an intellectually honest way to track the value of marketing and its contribution to the bottom line. Figure out what the ROI of each marketing channel and program is and use that data to optimize your marketing spend. With that in place, you can begin to tie the conversation about marketing to revenue and can gain real legitimacy.

Listening to people’s challenges and knowing enough about your own technologies and the ones in the market that you can help overcome them.

Next, you can help every group in the company make its job better and easier with technology. This means spending time with team leaders and helping them use the data to help them make better decisions. It means making sure your sales and marketing teams are continually trained and that any process that you put in place actually makes their live easier. It means listening to people’s challenges and knowing enough about your own technologies and the ones in the market that you can help overcome them.

You have to make sure that the analytics and impact are both visible — but in my opinion, the best way to show the value of the technology is to serve others with it.

Savvy marketing technologists are in a unique position to use technology as a catalyst for change.

 

You can find Jason on LinkedIn and Twitter @JSeeba

Read more in our series “What’s In Your SkillStack?” and create your own SkillStack today!

 

 

Share on FacebookTweet about this on TwitterShare on LinkedIn
Cincopa Video Analytics and Multimedia Platform Now Compatible with MailChimp, Constant Contact and GetResponse
September 28, 2016 Uncategorized

By content.cabinetm.com

Summary:

Cincopa, a video technology company, announced today that its advanced video analytics platform is now compatible with all major email marketing providers, including MailChimp, Constant Contact and GetResponse. The new integration enables marketers to integrate with other marketing automation tools and easily track the engagement levels of video embedded inside their email campaigns as well as provides them with a “Live Feed” feature that including extended profile information, such as their location, video viewing activity, operating system and browser version. Additionally, Cincopa has also included an In-Video Lead Generator form, so users can automatically send leads to the selected email list on the external email marketing platform.

Function:

Content Marketing, Email marketing

From the Announcement:

“At Cincopa, we’ve found that using multimedia content in email campaigns has boosted lead generation by 150%,” said Oren Shmulevich, Founder and CEO of Cincopa. “This reality, combined with Cincopa’s insightful video analytics and the fact that email marketing campaigns continue to be one of the most powerful lead generation tools, enables us to help marketers achieve the highest levels of email engagement.”

Link:

http://www.martechadvisor.com/news/content-marketing/cincopa-video-analytics-and-multimedia-platform-now-compatible-with-email-marketing-tools/

 

Share on FacebookTweet about this on TwitterShare on LinkedIn
AppNexus Announces the Availability of LinkedIn Display Inventory
September 28, 2016 Uncategorized

By content.cabinetm.com

Summary:

AppNexus, announces the availability of LinkedIn display inventory through the AppNexus platform. With the announcement, advertisers can now target LinkedIn’s premium audience of more than 450 million professionals through AppNexus’ open and private auction buying options.

Function:

Digital Advertising

From the Announcement:

“We are incredibly excited that LinkedIn has chosen to adopt AppNexus’ Publisher Suite to sell LinkedIn Display Ads. We see this integration as a tremendous opportunity for programmatic buyers on our platform to access LinkedIn’s premium viewable inventory with unmatched professional audience targeting,” said Brian O’Kelley, CEO of AppNexus.

Link to press release:

http://www.prnewswire.com/news-releases/appnexus-announces-the-availability-of-linkedin-display-inventory-300334561.html

AppNexus Profile:

https://www.cabinetm.com/product/appnexus/appnexus

 

Share on FacebookTweet about this on TwitterShare on LinkedIn
Webfluential Launches Quotes, the first ever quoting engine for influencers
September 28, 2016 Uncategorized

By content.cabinetm.com

Summary:

Webfluential launches the first ever quoting engine for social influencers, called Quotes. Social influencers can now create media kits, build their own professional-looking quotes to send to brands, get pricing guidance, and book their own influencer campaigns – all in one place, their Webfluential dashboard.

Function:

Influencer Marketing, Content Marketing

From the Announcement:

“At some point in your childhood, you were probably told to be a doctor or a lawyer, or maybe an accountant. Those careers were safe bets back then. But guess what? Times have changed, and there are new, exciting careers for the social-savvy looking to build a business”, says Kirsty Sharman, Head Global Operations at Webfluential.

Link:

http://www.businesswire.com/news/home/20160927006441/en/Webfluential-Launches-Quotes

 

Share on FacebookTweet about this on TwitterShare on LinkedIn
Webfluential Launches Quotes, the first ever quoting engine for influencers
September 28, 2016 Brand Management, Referral Marketing, Social Media Marketing

By wave3news, wave3.com

Summary:

Webfluential launches the first ever quoting engine for social influencers, called Quotes. Social influencers can now create media kits, build their own professional-looking quotes to send to brands, get pricing guidance, and book their own influencer campaigns – all in one place, their Webfluential dashboard.

Function:

Influencer Marketing, Content Marketing

From the Announcement:

“At some point in your childhood, you were probably told to be a doctor or a lawyer, or maybe an accountant. Those careers were safe bets back then. But guess what? Times have changed, and there are new, exciting careers for the social-savvy looking to build a business”, says Kirsty Sharman, Head Global Operations at Webfluential.

 

Read the full article at wave3.com

Share on FacebookTweet about this on TwitterShare on LinkedIn
FileMaker Launches FileMaker Cloud for Secure, Reliable Access to Custom Apps
September 28, 2016 Uncategorized

By FileMaker, Inc., prnewswire.com

Summary:

FileMaker, Inc. announced the release of its cloud-based platform for managing and running custom apps, FileMaker Cloud.  FileMaker Cloud will provide organizations looking to develop and manage custom apps with minimal administrative overhead, with speedy deployment, low up-front costs and instant scalability.

Function:

App Development

From the Announcement:

Ann Monroe, vice president of worldwide marketing, FileMaker, Inc., said: “With FileMaker Cloud, custom app developers no longer have to spend time and effort installing and configuring servers. Our cloud offering allows them to focus on creating apps for their specific business needs without worrying about upfront hardware expenditures and ongoing server maintenance.”

Profile:

https://www.cabinetm.com/product/filemaker/filemaker-pro

 

Read the full article at PR Newswire

Share on FacebookTweet about this on TwitterShare on LinkedIn
6 Golden Rules For Creating Marketing Personas In The New Digital World | Inc.com
September 28, 2016 Big Data, Editorialized Content

By inc.com

“When it comes to creating personas, you need to gather data. When it comes to gathering data, you need tools.”

Inc. has a piece today about the 6 Golden Rules For Creating Marketing Personas In The New Digital World. And while they’re right — there are tools out there to help with data, think about automating the process of creating a buyer persona with the right tools.

  • Buyer Persona Tools range from custom quizzes to share with customers to data crunchers that produce a concept of the ideal customer.
  • Online Surveys let you compile data on customers quickly, often connecting directly to a Customer Relationship Management database. 
  • When you’re really up to speed check out the Customer Modeling Tools, with big predictive data tools to analyze where you are and who your customer is (or can be).

Read the full article at inc.com

Share on FacebookTweet about this on TwitterShare on LinkedIn
Marketing Technology as a Strategic Asset
September 27, 2016 Industry Buzz

By content.cabinetm.com

Last week, the marketing strategy consultancy Lenati released their report Marketing Technology as a Strategic Asset, the result of a series of interviews Scott Brinker and Lenati jointly conducted with 9 tech-savvy marketing executives from companies such as Adobe, Dun & Bradstreet, Hilton, Microsoft, and SAP.

The anthropological goal was to learn how these different companies managed marketing technology, to uncover innovative approaches and overlapping best practices.

In a rare moment of synchronized editorial planning here at chiefmartec.com, Liam O’Connor, the principal at Lenati who led this project, joined Brinker for Episode 3 of chiefmartecTV last Friday to discuss several of the more interesting revelations from those interviews.

Watch the recording of the show here: 

3 or 4 years ago, it would have been taboo to talk about your martech stack

 

 

 

 

Share on FacebookTweet about this on TwitterShare on LinkedIn
Content will be huge in 2017
September 27, 2016 Content Marketing, Editorialized Content

By marketinginsidergroup.com

Content Marketing will be bigger than ever in 2017. Says Marketing Insider, the forecast is for writing to improve, email to get stronger, and everyone gets mobile. 

True? Then get ready. 

  1. Get your writers in gear. You can find them on talent platforms or build in-house.
  2. Automate everything you can. Let your marketers be the artists, save them the hassle of duplication, searching and publishing when there’s a tool to do it. Use templates when you can, let the writing stand for itself.
  3. Learn to keep score. Find out what didn’t work, fail quickly, and move toward success.
  4. Build everything to be mobile. Catch us where we live — and that might not be on a laptop. 

It’s not too early to start planning for 2017. Check out our Content tools at CabinetM to learn ways to get started.

Read the full article at Home | Marketing Insider Group

Share on FacebookTweet about this on TwitterShare on LinkedIn
Shopping journeys like a well-crafted J. Peterman skit
September 26, 2016 Editorialized Content, Retail Marketing

By mediapost.com

Perhaps Seinfeld had the future of shopping all along. The present, a new report from Deloitte notes, is that online shopping is still not meeting customers’ expectations,

Some 66% say they prefer “a self-directed shopping journey,” up from 30% in 2014. “Retailers’ ability to influence that journey is at an all-time low,” the report says. And they have made it worse, by being “painfully slow at moving from a legacy ‘campaign’ mindset (where everything is planned around sales events) to a ‘customer’ mindset (where the planning process is built around the needs of different segments of customers instead of sales events).”

Here’s a way to try to get out of the campaign mindset. Shoppable Content tools allow marketers to create web pages full of content with templated “buy” buttons moving the customer toward purchase. Let customers shop directly from your stories.

This is a tried at true method of the catalog telling a story you buy into. Just like J. Peterman catalogs spoofed on Seinfeld. Once you buy into the story, buying into the product is the next logical step.

 

Read the full article at MediaPost

Share on FacebookTweet about this on TwitterShare on LinkedIn