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Three full-stack marketing trends for 2017
February 2, 2017 Uncategorized

Summary:

The concept of the full-stack marketer is relatively new.

It refers to someone who has a ‘full stack’ of skills – creative, technology, and data – and can deliver in any one of the areas, or across all three.

Such a person will, naturally, tune in to what’s happening across advertising, marketing technology and even data science. But what are the trends which are affecting all three? What’s happening ‘across the stack’?

To find out, we interviewed Emarsys co-founder and Chief Innovation Officer (CINO), Hagai Hartman. To hear what he had to say, watch the video and read a few comments here: https://www.econsultancy.com/blog/68757-three-full-stack-marketing-trends-for-2017/ 

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Kenshoo Announces Snapchat Partnership to Support Snap Ads
February 2, 2017 Social Media Marketing

Summary:

Kenshoo announced a partnership with Snapchat that will unite both brand awareness and performance goals within a single campaign. Kenshoo’s client base will now have the ability to incorporate Snap Ads as part of their marketing programs.  Marketers will be able to quickly test and implement Snap Ads as part of their cross-publisher marketing programs.

Function:

Social Media Marketing, Advertising

From the Announcement:

“Snapchat reaches 41% of 18 to 34 year olds in the United States on a daily basis. They have a great audience, an engaging ad format, and an app that is replacing the phone’s native camera for many users. This was an obvious move for us to make given our unique position as the only marketing technology that provides direct access to the world’s leading publishers, ” Will Martin-Gill, Chief Strategy and Development Officer.

Link: http://www.prnewswire.com/news-releases/kenshoo-announces-snapchat-partnership-to-support-snap-ads-612296923.html

Visit the Kenshoo Company Profile on CabinetM

 

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Bizible Partners with CallTrackingMetrics To Include Inbound Calls In B2B Attribution Reporting
February 2, 2017 Uncategorized

Summary:

Through this integration, Bizible will now track and report marketing channel and related information for inbound calls in the same way as all other marketing channels.

Function:

Metrics & Insights

From the Announcement:

“CallTrackingMetrics call tracking and automation platform serves more than 20,000 organizations in 70 countries and shares Bizible’s goal of helping to make marketing measurement and reporting actionable. I’m excited that through our partnership we’re able to integrate CallTrackingMetrics into existing reporting through Bizible.” said Bizible CEO Aaron Bird.

Link: http://www.bizible.com/blog/call-tracking

Visit the Bizible Company Profile on CabinetM

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Sizmek launches a new Data Hub that now includes audience segments from DMPs
February 2, 2017 Advertising

Summary:

Sizmek, a solution provider for Programmatic Creative ad-serving, launches a new Data Hub that integrates with data management platforms (DMPs) for the first time. With this addition, Sizmek customers can now target these dynamically assembled ads by DMP-delivered audience segments, which can be enhanced by previous ad history.

Function:

Customer Acquisition

From the Announcement:

“Sizmek is already uniquely positioned, based on deep heritage as the industry leader in rich media and high impact creative units, to help marketers and publishers deliver programmatic advertising across every digital channel with speed, global scale, and without compromising creative scope,” said Neil Nguyen, CEO at Sizmek. “Today’s launch reflects our strategic view that bringing scaled programmatic and creative solutions to the market is essential in helping clients and partners drive the right outcomes.  By enabling true data driven, high impact creative in a fully automated manner, we can help marketers and their agency partners create authentic, compelling storytelling.”

Link: https://globenewswire.com/news-release/2016/09/08/870316/0/en/Sizmek-Launches-New-Programmatic-Creative-Offering.html

Visit the Sizmek Company Profile on CabinetM

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Box Releases a Revamped and Better Box Notes
February 2, 2017 Content Marketing , ,

Summary:

Box, an online file sharing and content management service for business, has announced that its productivity tool, Box Notes, will now have updated functionality along with a revamped design.  The updated platform will enable users to edit and view all their notes with the help of a single browser without the need to leave Box Notes for searching folders.

Function:

Customer Engagement and Retention

From the Announcement:

Jonathan Berger, Product Manager at Box, stated in a company blog, “What makes Box Notes so powerful is that it’s built directly into Box, benefiting from the deep enterprise-grade innovations we’ve pioneered in the cloud: HIPAA and FedRAMP compliance; retention policies through Box Governance; and full encryption in transit and at rest, just to name a few. Plus, Box is where all your content already lives. It’s where your network of collaborators and teammates is already set up and working.”

Link: https://www.martechadvisor.com/news/asset-resource-management/box-releases-a-revamped-and-better-box-notes/

Visit the Box Company Profile on CabinetM

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Webdam Launches Keyword Suggestion Tool using Machine Learning Technology
February 2, 2017 Customer, Productivity, Collaboration & Workflow ,

Summary:

Webdam, a solution-provider of digital asset management, announced a new keyword suggestion tool that uses machine learning to improve user search experience and help customers work faster. The cloud-based DAM platform leverages a collection of curated visual assets to suggest metadata descriptions.

Function:

Productivity, Customer Acquisition

From the Announcement:

“By leveraging artificial intelligence, Webdam continues to lead with powerful technology that is reshaping digital asset management. Using machine learning to automate a process that was often haphazard and required hours of time is a tremendous improvement for our customers who work in the fast-paced world of marketing,” commented Shane Westra, VP of Product at Webdam.

Link: https://www.martechadvisor.com/news/asset-resource-management/webdam-launches-keyword-suggestion-tool-using-machine-learning-technology/

Visit the Webdam Company Profile on CabinetM:  https://www.cabinetm.com/product/webdam/webdam

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Viant Announces the Acquisition of Adelphic
January 26, 2017 Analytics

Summary:

Viant, an advertising technology company, has announced that it has signed a contract to acquire cross-channel advertising platform Adelphic. The autonomous execution and media planning tools of Adelphic along with its customer reach across formats and screens will reinforce the analytical offerings of Viant.

Function:

Advertising, Insights and Analytics

From the Announcement:

The Chief Executive Officer and Co-Founder of Viant, Tim Vanderhook, said in a company release, “Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first. This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

Link to full article: https://www.martechadvisor.com/news/display-native-ads/viant-announces-the-acquisition-of-adelphic/

Visit the Viant Company Profile on CabinetM

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Clutch Acquires Persio to Boost Mobile Customer Engagement Possibilities
January 26, 2017 Customer, Customer Relationship Management

Summary:

Clutch, a customer management and marketing analytics company, acquired intelligent mobile promotions platform Persio to add powerful new mobile marketing capabilities to the Clutch platform.

Function:

Customer Engagement and Retention

From the Announcement:

“We’ve been looking to expand the mobile capabilities of the Clutch platform for some time now,” Moore said. “Aside from the major shifts in consumer behavior in favor of mobile, our clients have been asking us for more ways to reach their mobile consumers. Persio really stood out to us because it not only has built an advanced and highly scalable mobile platform, it views customer engagement in a similar way to how we see it. Both companies leverage customer data and insights to make meaningful connections with consumers, which is important in any situation, but especially when you are engaging with individuals on their personal devices. Going forward, we want our clients to use mobile messaging, app, and mobile web to complement their other channels, using the data and insights we provide to make the overall message more personal and effective.”

Link to full article: https://www.loyalty360.org/content-gallery/daily-news/clutch-acquisition-of-persio-boosts-mobile-custome

Visit the Clutch Company Profile on CabinetM

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MailChimp Introduces Facebook Ad Campaigns
January 26, 2017 Email Marketing

Summary:

MailChimp announced the rollout of Facebook Ad Campaigns to help users reach new customers and engage with current ones. Users can now create, manage and analyze their Facebook Ad Campaigns within the MailChimp platform.

Function:

Email marketing, Advertising

From the Announcement:

After email, Facebook ads are the next most popular choice with our customers for acquiring customers and generating revenue,” says Tom Klein, CMO. “We created an ad buying experience that feels like MailChimp, so customers can create beautiful ads quickly and get back to building their business.” In just a few steps, you can create ads, set your targeting, and decide your budget. And if you’re already comfortable with MailChimp’s interface, you’ll feel right at home.

“Businesses keep their customer data and product photos in MailChimp, so it’s the perfect place to kick off an ad campaign to acquire new customers using the data and content they already have. And since a user can sync up their store with MailChimp, we can even tell you the ROI and sales your ad generated. That’s always been tough for entrepreneurs,” says John Foreman, VP of Product Management. “Best of all, MailChimp doesn’t take a cut. Whatever you pay goes directly to Facebook.”

Link to full article: http://blog.mailchimp.com/introducing-facebook-ad-campaigns/

Visit the MailChimp Company Profile on CabinetM

 

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Radius Launches Data Stewardship to Remove Obstacles Between Data and Revenue
January 26, 2017 Data Mangement

Summary:

Radius, a B2B predictive marketing platform, announced the addition of Radius Data Stewardship to its solutions. With Radius Data Stewardship, marketers have access to the highest quality data for deriving insights that expand visibility into new and existing markets, effectively informing decisions for campaign planning and predicting and driving pipeline growth.

Function:

Predictive Marketing

From the Announcement:

“With the rise of AI-based technologies like predictive analytics, we know addressing the issue of faulty foundational data is absolutely critical,” said Darian Shirazi, CEO at Radius. “That’s what we solve with Radius Data Stewardship. Using the Radius Business Graph as a point of validation, we continually and exponentially improve our customer’s CRM and MAT data, so they can maximize the value derived from predictive analytics platforms like Radius.”

Link to full article: https://www.martechadvisor.com/news/data-management-platformcustomer-data-platforms/radius-launches-data-stewardship-to-remove-obstacles-between-data-and-revenue/

Visit the Radius Company Profile on CabinetM

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Zvelo releases ‘first free bot detection service’
January 26, 2017 Data Mangement

Summary:

Zvelo, a firm whose services include content categorization and malicious data detection, has launched what it describes as the first free bot detection service.  A Javascript tag is inserted into an ad or a web page, so that the service can analyze the activity of each visiting browser to determine if the user is non-human (that is, a software bot). The service is also designed to detect “low-quality traffic” (LQT), where people are paid to quickly surf ads or sites.  The detected browser signals include mouse movement, time on page, browser properties, the amount of the web page visible in the browser and other signs.

Function:

Data Exchange, Fraud Services

From the Announcement:

Zvelo president and CEO, Jeff Finn, said about two-thirds of his company’s customers are DSPs, and the remainder are supply-side platforms (SSPs) that are working with publishers to clean up their inventory or create premium sections.

Zvelo conducted a closed beta of the service with selected customers for three months. Finn said the bot detection service’s accuracy is “above 90 percent,” with non-human traffic generally in the 10 to 40 percent range for most customers and low-quality traffic about 5 to 10 percent.

Link to full article: https://martechtoday.com/zvelo-releases-first-free-bot-detection-service-194442

Visit the Zvelo Company Profile on CabinetM

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Report: Marketers Set Sights High on Innovation in 2017
January 26, 2017 Industry Buzz

2017 could be a landmark year for marketing innovation. With more than two-thirds of marketers citing continued growth as a priority, they know they need technology innovation to power their goals, according to new data from Yes Lifecycle Marketing, the leading cross-channel marketing and analytics solutions provider.
In the 2017 Yes Lifecycle Marketing Channel Report, more than 300 marketers were surveyed online and in-person at the National Retail Federation’s Shop.org Digital Summit to identify their priorities for 2017. Brands emphasized the top most important goals for 2017 are: (#1) increase sales, (#2) improve customer engagement, and (#3) improve customer acquisition. To support these goals, marketers are looking to implement cross-channel initiatives. Forty percent of respondents say they will implement cross-channel attribution; 38 percent will implement test tools for channels and content; and 25 percent will work to implement data-fed, consistent views of their customers.

Data from the survey consistently shows email remains a strong channel for consumer communication with 68 percent of those surveyed saying email would receive an increase of attention/budget in 2017. Marketers are looking to step up innovation, yet they still struggle to master personalization, which may be considered a basic tactic. Even with 70 percent of marketers noting they use ’email engagement’ data for personalization, half of marketers admit their personalization efforts are weak, and nearly half (46 percent) do not personalize email subject lines. Nonetheless, more than two-thirds (68 percent) said they wish they could improve email personalization, and 59 percent said the same about their websites.

For full report visit: http://finance.yahoo.com/news/report-marketers-set-sights-high-143000422.html

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How Marketers Can Use Experiential AI to Jump Start Video Marketing
January 26, 2017 Advertising

Oren Boiman, CEO and co-founder of Magisto talks about how as marketers, we need innovation in digital video. Mass consumer adoption of video is forcing us to overcome the challenges of a fragmented audience and learn to manage risk. Luckily, technology is available to make this process easier and more effective.

The field of video marketing is a particularly hot topic right now. Marketing innovation is being driven by mass consumer adoption of digital video in a myriad of shapes and sizes. In the broadest terms, the marketing trade is behind the curve and eager to fill the gap and find audiences beyond our reach. One of the challenges of finding and speaking to a fragmented audience is creating marketing video content with agility, scale and with a voice. As with all digital media, the trick is to manage risk and optimize for positive ROI results, which is exponentially harder to do with video. Fortunately for us, technology is available to help make this process easier and more effective.

The use of artificial intelligence technology is expanding exponentially and a variety of industries are finding new ways to leverage it for their benefit and growth. AI has the ability to greatly extend human efficiency and creativity, which is extremely beneficial for marketers. For most of us, the examples of AI used in mass market products utilize conversational AI, (i.e. chatbots, recommendation engines and virtual assistants) giving us the perception that AI can only be used in automatic or mathematical expressions. In the end, AI is a machine that can be used to an infinite number of ends. Initially, the laptop computer was also primarily mathematical in terms of input and output, accounting, banking, mathematical modeling. Today computers are used to create art, music, books, photos and….video. Just as the computer has become conduit to and for human expression, experiential AI, a class of AI designed to help create rich content, provides consumers and, more to the point in this article, marketers with opportunities to turn businesses into masters of multiple crafts.

Read full article on MarTech Advisor: https://www.martechadvisor.com/articles/video-marketing-ads/how-marketers-can-use-experiential-ai-to-jump-start-video-marketing/

 

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360-Degree Videos Will Propel Traffic and Chatbots Will Drive Conversations on Social Media in 2017
January 6, 2017 Uncategorized

Summary:

Social media is fast evolving, breaking down the barriers and is growing into a marketing juggernaut. It has been predicted that number of social media users will grow at 8% in 2017, which will be close to approximately 2.39 billion people. Recently, it has been seen that video has been solely responsible for the consistent growth of users on the social media platforms. As the social networks strive to keep people online, the push to videos makes sense.

Function:

Social Media Marketing

Link to full article:

http://www.martechadvisor.com/articles/social-media/360degree-videos-will-propel-traffic-and-chatbots-will-drive-conversations-on-social-media-in-2017/

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Purple Deck Introduces Location-Based Technologies for Making Connecting with Customers Convenient
January 6, 2017 Uncategorized

Summary:

Purple Deck, a provider of cloud-based tool, has announced that it will be introducing new features such as geofences and beacons to the platform. Beacons make use of Bluetooth devices and deliver content on the basis of location. Content such as upcoming events, coupons, or videos. Whereas Geofences, are virtual zones that are based on address. These enable marketers to send a message to customers whenever they pass a particular zone.

Function:

Location-based Marketing

From the Announcement:

Nathan Neil, Chief Operating Officer at Purple Deck, stated in a release, “A recent report by Markets and Markets showed that location-based services (such as beacons and geofences) are expected to grow from $8.12 billion in 2014 to $39.87 billion in 2019. That is a huge increase and a reason why companies should be taking this chance to use them for their business.”

Link to Article:

http://www.martechadvisor.com/news/content-marketing/purple-deck-introduces-locationbased-technologies-for-making-connecting-with-customers-convenient/

 

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Want better content performance? Measure it
August 23, 2016 Content Marketing, Editorialized Content, Social Media Marketing

By Michael Brenner, marketinginsidergroup.com

Michael Brenner of Marketing Insider Group has some great tips on making sure your Content Marketing is all it can be.

What might be difficult is measuring your progress. The worst of it is defining the metrics you’re going to track — and that’s metrics, plural. Don’t stake your success on the number of web readers you have.

You can’t measure your content effectiveness with one single metric because the reality is that there are many data points you need to be tracking to determine whether your content marketing efforts are working or not. You need an array of content marketing metrics to truly be able to measure your performance and ROI.

So, what aligns with your business objectives? 

Yes how many people click on your content is one data point. So is how often your content is shared. But refine what you need. Don’t report to the boss how many folks in Singapore are reading your posts if you’re a plumbing supply chain local to Illinois. Do measure how often your readers subscribe to a post, ask for product information, or actually buy. 

Need help? Check out some of the tools you can play with that are listed on CabinetM. Measure behavior. Get conversant in conversion funnel analysis. Learn to gear content toward retention, not churn.

And remember, pick the tool for the strategy, don’t build the strategy around the tool. 

Read the full article at Home | Marketing Insider Group

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Marketing Myopia: Can you avoid it by listening to customers?
August 22, 2016 Competitive Intelligence, Editorialized Content, Market Research & Planning

By hbr.org

Marketing Myopia: The ability to be so nearsighted you cannot see that you’re not giving your customer what she wants, you producing what you want to sell. Notes the Harvard Business Review:

The term was coined by the late Harvard Business School marketing professor, Theodore Levitt, in a 1960 article by the same name (republished in 2004). The “heart of the article,” according to [John Deighton, a professor at Harvard Business School] is Levitt’s argument that companies are too focused on producing goods or services and don’t spend enough time understanding what customers want or need. Therefore, he “encouraged executives to switch from a production orientation to a consumer orientation.” As Levitt used to tell his students, “People don’t want a quarter-inch drill. They want a quarter-inch hole!”

Can you listen to your customers? Here’s help:

There’s a whole world of sentiment monitoring tools out there to help you get a start on what people are already saying. 

Competitive Intelligence tools can help you learn how your customers are being served now, and where you can take them to the next level. 

When you’re read to test your new idea out, there are ways to scale market research so you can fine-tune your message before going public. 

Have a favorite tool to use to listen? Tweet us at @cabinetm1

Read the full article at Harvard Business Review

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Marketo Got Sold What Does This Mean For Industry?
August 22, 2016 Competitive Intelligence, Marketing Automation

By business2community.com

by Warren Knight

Its valuation is almost twice of Eloqua, which was acquired by Oracle not long ago. Recently, Salesforce bought Dreamware, a SaaS e-commerce company for around $2.18 billion. These deals and valuations clearly indicate the robustness of Software-as-a-Service business model. 

Read the full article at Business 2 Community

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5 Reasons to Add Webinars to Your Content Marketing Toolbox
August 19, 2016 Content Marketing, Tips & Tricks

By semrush.com

Content marketing is nothing if not diverse. There are so many different forms that content can take: blog posts, tweets, Facebook status updates, YouTube videos, LinkedIn Pulse articles, infographics, podcasts and the list goes on. Today I want to focus one on particular type of content that is, I think, wildly undervalued, perhaps the most often ignored tool in the content marketing toolbox: the webinar.

Read the full article at SEMrush

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Top 10 Things a Customer Data Platform (CDP) Should Do For You
August 19, 2016 MarTech Product News, Product Lifecycle Management, Products, Public Relations, Tips & Tricks

By karenmason, ensighten, ensighten.com

Last month, Gartner Research introduced a new industry category into its latest “hype cycle” for digital marketing: the customer data platform (CDP), coined in 2013.

“A customer data platform (CDP) is an integrated customer database managed by marketers that unifies a company’s customer data from marketing, sales and service channels to enable customer modeling and drive customer experience,” according to Gartner’s Hype Cycle for Digital Marketing and Advertising, 2016, which was released on July 15.

According to Gartner, “the customer data platform addresses an acute need for modern marketers, who, tasked with revenue accountability and customer experience, are …

Read the full article at ensighten.com

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