Martech

FEBRUARY 20, 2024

B2B content marketing is an indispensable strategy for businesses looking to establish their brand, engage their target audience, and drive conversions. What is B2B content marketing? B2B content marketing is the creation and distribution of content, in all its forms, related to your business and relevant to customers.

Strategize 124

Strategize B2B B2C Trust 124

Martech

APRIL 25, 2024

Ogilvy’s 2030 Forecast asserts 60+ is the fastest-growing and wealthiest consumer class, representing a lucrative “silver economy” for product and service brands. So, how can marketers reach this broad and profitable segment? The joke leans on an aging, coupon-clipping stereotype that should be retired.

Trust 88

Trust Represent Legal Niche 88

Martech

APRIL 18, 2024

The second-annual Green Media Summit at New York’s Javits Center last week showed the promise of greener pastures for marketers and customers concerned about harmful business practices overheating the planet. Leaders in the adtech industry gathered to discuss new tools and strategies that lead to more sustainable digital advertising.

Transportation 96

Transportation Finance Strategize Promote 96

Martech

APRIL 15, 2024

Stanley Black & Decker is a truly iconic brand, around for more than 180 years, with a global market and its name practically synonymous with power tools. For more than six years, MarTech contributor Ana Mourão has been a leader in digital engagement, data architecture, CRM and CDP at the brand. A: Yes, I am Brazilian, correct.

CRM 94

CRM Retail Technology Technology 94

Martech

APRIL 11, 2024

A marketing campaign using AI to help dogs in shelters get adopted? The Adoptable campaign from PEDIGREE pet products combines AI technology with the brand’s global ad reach to create picture-perfect and location-specific ads for dogs needing a home. Fuel for your marketing strategy. You better believe I’m writing about that.

Technology 94

Technology Technology Campaign Promote 94

Search Engine Land

APRIL 15, 2024

Examine how brand mentions impact search marketing, both on traditional and social search platforms. Discuss strategies for integrating brand mentions into a cohesive search marketing approach. Broadly speaking, brand mentions are any reference to a brand within digital content, encompassing a wide array of online interactions.

Manufacturing 105

Manufacturing Real Estate Strategize Territory 105

Salesforce

SEPTEMBER 11, 2023

How can you increase digital engagement? Third-party cookies, once a cornerstone of data collection for marketers, are slowly being phased out to improve consumer privacy protection. Get your customers back What is digital engagement and why is it important? This demand for personalization will only continue to grow.

Retail 122

Retail Drivers/motivators CRM Click Through Rate 122

Search Engine Land

FEBRUARY 6, 2024

To improve search rankings today, you need a comprehensive digital PR strategy that cultivates expertise, targets key touchpoints in the buyer’s journey, creates compelling data stories, and garners influence through reputation and recognition. Key insights: Digital PR for SEO is not link building but an alternative to link building.

Represent 109

Represent Engineering Niche Service 109

Partners in Excellence

MARCH 26, 2024

It’s a solution that addresses the way buying is changing, integrating digital and personal selling. I want to stay in the game long enough to see the old sales practices retired and the new digital selling model take hold.” Preface : Bill Butler and I met at a conference a number of years ago.

Sell 95

Sell Cross-sell Finance B2C 95

Martech

MARCH 27, 2024

In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market.

B2B 105

B2B Objectives and Key Results Strategize CRM 105

Search Engine Land

APRIL 9, 2024

Research into the digital advertising landscape conducted by software engineering and digital consultancy company Intellias found that: 25% of U.S shoppers are now influenced to buy products advertised to them on retailers’ websites, compared to 13% on marketplaces 54% of U.S. Get the daily newsletter search marketers rely on.

Retail 93

Retail Networking Campaign Consult 93

SaaStr

APRIL 20, 2024

Marketing hackers, sales hackers, product hackers. " @searchbrat @zapier @kippbodnar @HubSpot @jasonlk pic.twitter.com/dUudpe9s2Q — SaaStr (@saastr) April 16, 2024 HubSpot and Zapier’s CMO had us on their “Marketing Against the Grain” pod / videocast. "We all need more hackers on our team.

Drivers/motivators 98

Drivers/motivators Growth Product Technology 98

Search Engine Land

MARCH 27, 2024

In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market.

B2B 102

B2B Objectives and Key Results Strategize CRM 102

Martech

MARCH 1, 2024

Customer retention is becoming more of a priority for B2B marketers lately. As buying shifts online and marketing takes on some traditional sales roles, retaining existing customers is essential for driving growth and profits. But, at last, B2B marketers are beginning to grasp the importance of retention marketing for profit growth.

B2B 116

B2B Cross-sell Pharmaceutical Account management 116

Search Engine Land

APRIL 12, 2024

This collaboration allows Google to access Reddit’s data API to enhance its product search results with real-time content from Reddit’s platform. As a result, brands must now navigate this evolving digital landscape with foresight and adaptability to protect their online presence and ensure it thrives.

Contact 112

Contact Trust Represent Follow-up 112

Martech

OCTOBER 23, 2023

This article was co-authored with Ed Crain , President and CEO of Kingstar Media and 26-year veteran of the marketing and media industries. Over 30 years of working in the media business, I’ve seen a fair share of market slowdowns. They emerged stronger, capturing a larger market share, while their competitors lagged behind.

Finance 119

Finance Trust Market share Strategize 119

Martech

DECEMBER 29, 2023

In the year ahead, marketers will be looking to expand the channels and ordering methods that customers can use to shop online. Many of these channels have been around for years (see shoppable ads, below), but they will be tied together and more engaging thanks to AI innovations marketers will adopt in greater numbers.

Retail 112

Retail B2C Manufacturing B2B 112

Martech

APRIL 19, 2024

Marketers who are judged by the number of leads they generate will push for quantity. But big-ticket purchases in B2C and B2B will help marketers see ROI with a small number of wins, which pushes some marketers toward quality. Marketers interested in tapping into social have a familiar decision to make regarding tactics.

B2C 106

B2C Lead generation B2B Campaign 106

Search Engine Land

APRIL 1, 2024

These new capabilities allow you to generate reporting breakdowns of your audience and target individuals interested in your products or services who haven’t yet made a purchase. Get the daily newsletter search marketers rely on. Meta launched new audience insight and targeting options within its Advantage+ Shopping Campaigns.

Campaign 99

Campaign Launch Service Conversion 99

Martech

APRIL 26, 2024

Automating routine tasks and synthesizing complex data into actionable insights will change what’s possible in video production and game development. This is why it’s essential CEOs and brand leaders recognize the profound connection between storytelling and technology. This will have a profound impact.

Entertainment 92

Entertainment Gaming Education Technology 92

Search Engine Land

MARCH 28, 2024

While Google Ads has built-in bidding algorithms and optimization features, some PPC marketers and advertisers still rely on Google’s Search Ads 360 (SA360) for managing complex campaigns. Japan Sponsored Products Baidu SA360 is for complex accounts and brands, especially retailers who have product feeds with ongoing inventory updates.

Profit margin 84

Profit margin Retail Cross-sell Campaign 84

Martech

APRIL 19, 2024

Many brands, such as those in the home services industry or a local grocery chain, market to specific locations, cities or regions. There are also national brands that want to expand in specific local markets. Here’s a playbook to help your company succeed when marketing on a local scale.

Retail 105

Retail Campaign Strategize Strategic planning 105

Martech

OCTOBER 13, 2023

Digital out-of-home (DOOH) is continuing to expand and evolve. This means marketers can use it holistically in omnichannel campaigns, due in large part to more programmatic DOOH and data from those campaigns. The $13 billion global market represents 37% of all out-of-home. All these digital features have now come to out-of-home.”

Campaign 118

Campaign Retail Gaming Networking 118

Martech

JANUARY 4, 2024

However, speed is just one element that contributes to broader digital friction. Here’s why taking a more holistic view of digital experience is key and how to balance best practices with your business’s unique circumstances. Website speed is often seen as the main factor impacting customer conversions.

UX 123

UX Hospitality User Experience Conversion 123

Martech

FEBRUARY 6, 2024

I dig up this old history — old by marketing technology standards anyway — because of my reaction to a presentation released last month by Winterberry Group, the management consultancy. The consumerization of B2B marketing will continue. Marketing attribution will be more severely challenged. That was around mid-March 2020.

B2B 109

B2B Advertising/ Marketing Negotiate Management Consulting 109

Martech

FEBRUARY 23, 2024

In the digital age, personalizing the user experience remains a paramount goal for marketers. By systematically assigning metadata — covering aspects like persona, journey stage, product and solution — to each digital asset, we set the foundation for meaningful engagement. Product and service tagging.

A/B testing 92

A/B testing Strategize User Experience Technology 92

Search Engine Land

OCTOBER 9, 2023

Digital advertising could be on the cusp of changing forever. While there are numerous digital advertising providers, Google still captures approximately 28% of digital ad spend , making it the industry’s predominant player. If the DOJ wins the lawsuit, the digital advertising landscape will forever change.

Legal 121

Legal Engineering Price Launch 121

Search Engine Land

SEPTEMBER 13, 2023

In an era dominated by digital interactions and virtual marketplaces, we cannot overstate the significance of brand protection in search marketing. The convergence of search marketing and brand protection has emerged as a strategic imperative, ensuring not only the integrity of a brand but also its sustained growth and reputation.

Commission 127

Commission Legal Campaign Retail 127

Martech

DECEMBER 26, 2023

Marketers will improve customer experience in 2024 so brands can remain competitive and demonstrate to customers that they matter. And better digital content will surface, if organizations put in place the necessary guardrails for generative AI to fuel the anticipated content surge. Every year the bar gets raised.

Customers 141

Customers Retail GTM Trust 141

Martech

OCTOBER 3, 2023

Citizens Bank is a regional business with approximately 1,200 branches in major northeast markets. Meeting customers where they are and supporting ‘feet on the street’ Lori Dillion serves as head of enterprise marketing at Citizens Bank, with 30 years of experience at the company.

Customers 112

Customers Cold Call Territory Launch 112

Martech

OCTOBER 18, 2023

The persistent pain points include: Inconsistent product or service information across channels (45%). Understanding how products would fit their business (35%). Finding product or service information that is up to date (35%). Graphic from Hero Digital B2B Buyer’s Report. Used with permission. Why we care.

B2B 115

B2B Price Service Technology 115

Martech

JANUARY 26, 2023

As we enter 2023, it’s time to look ahead and plan your digital marketing priorities for the rest of the year. To address these challenges, three key elements should be at the forefront of any successful digital strategy this year: Using data to inform your strategy. Reaching buyers today is difficult.

B2B 138

B2B Campaign Technology Technology 138

Martech

APRIL 1, 2024

See more about how marketers are using MarTechBot here. I am the first generative AI chatbot for marketing technology professionals. Answer: As a marketing expert, I believe retargeting is a highly effective technique in paid search and display advertising. What digital tools do we need to execute the campaign?

Campaign 82

Campaign Customers Technique Strategize 82

Martech

OCTOBER 9, 2023

I recently attended the Henry Stewart Digital Asset Management (DAM) conference in New York City, where I moderated some sessions and workshops. I was also able to interact with my fellow colleagues, catching up on all the pertinent issues affecting marketing and creative management.

Government 111

Government Technology Technology CRM 111

Martech

APRIL 12, 2024

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives.

Product 100

Product Objectives and Key Results Strategize Technology 100

Search Engine Land

OCTOBER 10, 2023

The discipline of findability is centered around connecting the appropriate consumer with the suitable product or service, at the right moment and in the correct location – whether physical or digital. Digital video platforms (e.g., What is findability? Geolocation platforms (e.g., Social platforms (e.g.,

Objectives and Key Results 107

Objectives and Key Results X-functional Intrinsic Construction 107

Search Engine Land

MARCH 4, 2024

Google’s decision to kill the cookie effectively put a ticking clock on the current state of digital advertising. In this article, we’ll share some fundamental changes that the end of cookies will likely bring to digital marketing and paid search. Google’s changes won’t impact this type of data collection.

Territory 116

Territory Market share Legal Strategize 116