Monthly Archives: December 2017

Crossix launches programmatic tool for health care professionals
December 13, 2017 Advertising

Crossix empowers healthcare companies and companies that care about health to plan, measure and optimize their marketing and communication initiatives. it’s new tool, Crossix DIFA HCP enables enhanced measurement of programmatic advertising across the full health care professional media landscape. Healthcare brands and agencies can now use DIFA HCP to measure and validate that their display, mobile, and video campaigns are reaching their target HCPs and driving impact. DIFA HCP verifies whether each media source within a campaign is reaching professionals on an advertiser’s target list and evaluates the overall ROI for each campaign, based on connecting HCP exposure to their patients’ treatment behavior.

From the release: “Crossix is all about developing solutions that push the industry forward, and with DIFA HCP, we are doing just that. Used as a supplement to existing publisher analyses, DIFA HCP offers marketers independent, third-party verification that their campaigns are reaching the intended target and driving meaningful impact across traditional and emerging media options,” said Dan Stein, SVP, Analytics Services & Product Strategy at Crossix.

Link: Crossix

Visit Crossix DIFA HCP on CabinetM.

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Act-On adds features for sending around GDPR regulations
December 13, 2017 GDPR

Act-On, automation software allowing marketers to to adapt the customer journey using customer behaviors, preferences, and data, has added new features as GDPR is about to become law in the EU. GDPR is the General Data Protection Regulation. In May 2018 it will mean all marketers must follow new privacy laws protecting European Union citizens. In response Act-On has launched “Local Sending,” which will allow marketers to send just in the country in which data is stored, matching updated data residency processes and protocols companies will being putting in place as part of their GDPR efforts. Transactional Sending will allow marketers using Act-On to send messages regardless of opt-out preferences, such as financial statements made mandatory by auditing requirements.

From the release: “As marketers, we are constantly looking for ways to improve on what we’ve done, new methods to optimize what we are already doing, and opportunities to be more effective and efficient in our work,” said Michelle Huff, CMO of Act-On Software. “At Act-On, we are marketers building technology for other marketers, so we experience the same challenges as our customers, which means we can build and solve for those pains a lot quicker and bring to market modules that will drastically improve the way they engage and communicate with their buyers.”

Link: BusinessWire

Visit Act-On on CabinetM.

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Tapjoy adds custom exchange rates, permanent currency sales to platform
December 11, 2017 Advertising

Tapjoy is a mobile advertising and monetization platform that allows mobile app users to select ads to engage with in exchange for virtual rewards and premium content. It’s just added two new features for that engagement. Permanent Currency Sales give users chance to earn more virtual currency than usual for every ad they engage with if that user meets certain criteria set by the marketer — being a regular user, for example. Custom Exchange Rates allow developers to easily set different levels of rewards for different user groups. Both are part of the “offerwall” section of the Tapjoy platform.

From the release: “If you look at some of the most savvy developers in the freemium space, you’ll see that they’re monetizing through both video and offerwall,” said Ben Chen, SVP Developer Relations at Tapjoy. “Your most engaged users are looking for premium rewards to help them progress through the game, which offerwall helps them unlock. As a developer, you win by having both integrated.”

Link: Medium

Visit Tapjoy on CabinetM.

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StackMates: If you use Pardot, what else is in your stack?
December 11, 2017 Stack Insights

When marketers build stacks on CabinetM, we can see trends when Pardot appears. And they’re very different from HubSpot and Marketo patterns.

First, generalizations about stacks and large automation programs:

Just as large planets attract other celestial bodies, large-scale marketing technology platforms attract other, smaller tools, creating their own ecosystems. We’re also finding it’s not unusual to find an enterprise using Hubspot AND Salesforce, or Eloqua AND Marketo.

 

Pardot is an on-demand software solution. Pardot provides a simple marketing automation platform to grow pipeline and generate better leads by allowing marketing and sales departments to create, deploy, automate, and manage marketing campaigns online.

Pardot is very different when we come to the programs paired with it — for Hubspot, Marketo and Eloqua, the most popular program in a stack with those programs is Google Analytics. For Pardot it’s LinkedIn and Twitter.

Pardot has many fewer programs than Marketo and Hubspot that are paired with it in CabinetM stacks.

Our StackMates graphic (above) has Pardot at the center, and you can see all the other platforms and tools that are Pardot StackMates– all these have appeared with Pardot multiple times in stacks. The farther out you go in our graphic, the less frequently those tools show up with Pardot on CabinetM.

To learn ways to have your product featured at CabinetM, contact Erica Ross at eross@cabinetm.com

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Certain acquires Gather Digital to boost mobile development for event automation
December 7, 2017 Event Marketing

Certain, the leader in enterprise event automation, today announced it has acquired Gather Digital, a mobile event application suite for enterprises, associations and educational institutions. With this acquisition, Certain is further strengthening its mobile development and data integration capabilities, taking advantage of the experience that Gather Digital’s extended team brings and offering customers unprecedented insight into the mobile journey to determine the event attendee’s true sentiments.

From the release: “Certain is focused on enabling our customers to gather the most relevant data from event attendees to drive better business results from events,” said Peter Micciche, CEO of Certain. “By acquiring Gather Digital and the impressive mobile capabilities the team has developed, we’re continuing to invest in our data strategy – and the people at the forefront of delivering innovative technology for world class enterprises.”

Link: Certain

Visit Certain on CabinetM.

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WoodWing relaunches content creation for enterprises tool as Aurora
December 7, 2017 Content Marketing

WoodWing Software, creator of content creation software, has updated its Enterprise edition, branded as Aurora. The latest update to Enterprise – WoodWing’s multichannel publishing solution – allows media companies and publishers to adopt a channel-neutral content creation workflow, resulting in smart and efficient publishing on all channels. It also ensures fast and easy reuse of content across publications and brands, for the most efficient content distribution yet.

From the release: “With a fast-moving digital environment and increased competition for media companies, time cannot afford to be wasted on manual tasks. Media companies need agile, flexible, problem-solving solutions for their organizations,” says Jan de Roos, CEO of WoodWing. “Currently, it is very difficult to reuse print content on digital channels and amongst teams, brands and publications. Aurora solves this problem that many media companies have, creating content for both print and digital channels. By using a channel-neutral workflow with automation, the publishing process is sped up. For organizations that have a critical time to market, this really does provide them with a competitive edge.”

Link: Woodwing

Visit Aurora on CabinetM.

 

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Zeta Global has acquired Disqus
December 6, 2017 Content Marketing

Zeta Global, which builds technology to help brands acquire, retain and grow customer relationships, has acquired Disqus and its audience engagement platform. The move has made Disqus a business unit of Zeta Global, and will give Disqus easy access to machine learning tools to automate comment moderation. The acquisition makes Zeta the only company able to offer personalized real-time marketing at scale on the open web.

From the release: “We’re redefining the marketing technology space with actionable data, artificial intelligence that answers business problems and a marketing hub that serves as the nerve center for data-driven marketers. Disqus extends and enhances this strategy. Marketers typically have to make tradeoffs between reaching engaged audiences on social platforms with massive reach and using tools that give them control and access to granular targeting capabilities. Disqus strengthens Zeta’s ability to offer the best of both worlds with the scale, visibility and performance marketers have been asking for,” said David A. Steinberg, Zeta Global CEO, Chairman and Co-Founder.

Link: PR Newswire

Visit Zeta Global on CabinetM.

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Drift Developer Platform allows marketers to build their own bots
December 5, 2017 Customer Relationship Management

Chatbot and messaging platform Drift has released an open Developer Platform, opening the product for all who want to build on top of Drift. The new product allows developers to build an integration or bot with Drift’s APIs for marketing or sales people, publish work in the DriftMarketplace so others can use it, and add and share integrations to the platform. Drift will also facilitate the building of apps and integrations based on the words that prospects and customers are actually using in real-time — not just on past behaviors or events like emails or page views.

Link: Drift blog

Visit Drift Developer Platform on CabinetM.

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Creative and marketing alignment is equally important as MarTech integration
December 5, 2017 Collaboration, Content Marketing

The StackInsights series CabinetM produces is interesting because it implicitly suggests users have found some marketing technologies (MarTech) may work better together in some combinations.  For example, a recent edition centered on Oracle Eloqua found that inMotionNow is one of several technologies that stack well with that particular marketing automation platform.

Stacking well isn’t just reserved for the technology layer in marketing, it’s also important to align people and processes too.  Failing to do so runs the risk of automating poorly designed processes, which only enables the completion of ineffective process with greater efficiency.

As CMOs spend more on MarTech, organizational alignment around interdependent marketing teams and workflow will become just as important the integration of technology.  From our vantage point, there is no place where this is more pivotal than the alignment of creative and marketing.

Increased Demand Creates Friction in Marketing Process

A recent survey by a talent agency found three marketing skills were most in demand: digital, creative and marketing operations.  This has been a long time in the making.

Digital marketers need more content, in more formats, and across more channels than ever before. In turn, this has placed greater demand on creatives who put the polish on content – a pivotal point as the competition in content increases.  

These two intersect in marketing operations as an increase requires greater coordination, synchronization or deconfliction. Yet the growth volume also brings growth in friction.  

If you talk to creatives, they’ll say marketing routinely makes poorly conceived requests, with unreasonable deadlines, and are subjected to long and unclear review and approval cycles. 

If you talk to marketers, they say creative is a black hole, that takes too long to get projects done, and this leaves them unable to plan as to when they’ll actually have those pieces ready for campaigns.

If you talk to the business, they say they are dependent on both functions and this misalignment is not sustainable.  The entire business has vested interested in enabling marketing and creative working better together.

5 Ways marketing and creative can work better together

Marketing and creative must assess the current state of people and process in addition to technology in order to reduce the points of friction.  When we go into larger marketing organizations, we often find the sources and solutions center around five areas.  

  1. Create a common lexicon.  Creatives and marketers often speak different languages. As a result, meaning gets lost in translation between data-driven and design-driven discussions.  Both sides need to develop common lexicon to drive alignment.

  2. Streamline requests and prioritization. Creativity is not a science, but that doesn’t mean we can’t find a little room for process improvement.  Initiating new creative project requests by email, for example, quickly becomes unwieldy in larger organizations with hundreds or even thousands of projects in play.
    Complicating the matter, prioritization often boils down to the project at the top of the email inbox, rather than by better measures of importance. Both sides should find ways to standardize requests, creative briefs, and prioritization of projects.
  3. Eliminate the bottlenecks of review and approval. It’s not uncommon for the approval of a project to take longer than the project itself. Contradictory or unclear comments and out-of-sequence reviews are often the cause of prolonged reviews that delay getting campaigns into market and driving results.  This can be eliminated if both sides define and document processes for reviews, edits, and approvals.
  4. Develop service level agreements. Creatives get bombarded with requests from marketing – and also one-off requests for things like slide presentations for executives. Then there’s Jane or John from accounting, who stops a creative in the hall to ask for a flyer for the canned food drive as part of the company’s community program.
    The charity is important, but the point is, marketing doesn’t always see, or appreciate, the deluge of work piled on the creative team.  Both sides need to create achievable service level agreements (SLAs) and define metrics that support both sides, like backlog, throughput, and time-to-publish.
  5. Automate effective processes to drive efficiency. Business has invested in MarTech to support virtually every marketing role except creative. Creative project management tools are often relegated to email and spreadsheets, or general project management tools that fail to support the essential aspects of creative workflow.
    Businesses should invest in automation and technology that streamlines creative process and supports an initiative to better align creative and marketing.  Doing so will fulfill the increased demand marketing needs to perform and grant creatives with more time to actually create.


Every business is scrambling to identify technologies that enable speed or insights.  Just as CMOs look for technologies that stack well together, they need to make sure the people and processes are aligned as well.  As the competition in digital content grows, we believe the secret may lie in tighter alignment between creative teams and marketing.  

 

Alex Withers is the Chief Marketing Officer of inMotionNow, a leading provider of workflow management solutions for marketing and creative teams. Alex is a seasoned digital technology and marketing executive with more than 20 years of marketing leadership experience with brands including Pepsi, ESPN, USGA, the Financial Times, and LexisNexis.

 

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Innovid acquisiton of Taykey combines video marketing with contextual intelligence
December 4, 2017 Video

Innovid, a video marketing platform, has acquired real-time data intelligence company Taykey. This acquisition combines Innovid’s video engagement and performance data from 500 billion+ video ad views with Taykey’s dataset of contextual intelligence across hundreds of millions of digital activities per day. The combined technology allows brands to leverage content and sentiment to improve quality in video advertising, and to solve the problem of ads appearing in unsafe or inappropriate places. As part of the acquisition, Innovid will gain access to Taykey’s technology, big data platform and 14 patents including natural language processing and AI-based machine learning, as well as key hires in New York and Israel.

From the release: “There is massive opportunity for marketers to gain higher performance by leveraging real-time contextual intelligence for video content as a factor in how they plan, optimize and ultimately deliver video creative at scale,” says Zvika Netter, CEO and co-founder of Innovid. “That’s why this acquisition is so exciting for us – it enhances the breadth of insights that Innovid’s media agnostic platform already delivers to brands and drives more effective video marketing, and provides an additional input for data-driven video strategies.”

Link: Nasdaq Globe Newswire

Visit Innovid on CabinetM.

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Influicity verifies influencer accounts against government data
December 4, 2017 Influencer Marketing

Influicity has added an audience analysis tool to its influencer marketing platform. The new tool allows marketers to  qualify influencers based on audience demographics pulled from government data. Marketers can now match data such as occupation, income and citizenship to verify influencers. The company says it’s the industry’s first tool of its kind.

Link: Martech Today

Visit Influicity on CabinetM.

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Share IQ launches Audience Trends to track visual content performance
December 2, 2017 Uncategorized

ShareIQ, the visual content performance platform for brands has added a tool called AudienceTrends to help marketers benchmark their visual content performance throughout Pinterest, Instagram, Tumblr, around the web. The new tools enhance the ShareIQ platform, which marketers use to understand how and where their content is engaged with and to turn social media likers and sharers into actionable, targetable audiences.

Link: ShareIQ blog

Visit Audience Trends on CabinetM.

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