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07.09.2014
For a long time there's been a love-hate relationship between SEO practitioners and and content marketers and, sadly, isn't going away anytime soon. Last month, you may have heard of a tiny little event called SXSW which took place in Austin, Texas.
It's no surprise that brands, beginning in 2010 or so, took note of the event's popularity and began their ever-expanding presence at the event.
Anyone in marketing knows that authenticity is the name of the game if you want powerful campaigns.
The only problem is brands often have difficulty finding those super fans, and identifying those with real reach. On my recent trip to SXSW, I was able to speak with Doris Shu, Crowdly's business development expert. First uploaded in July of 2011, this super strange faux PSA of sorts has amassed almost 26 million views to date. Part of the conference focused on the offerings from the Expedia Media Solutions group which, in essence, is like a giant ad network for any brand interested in reaching travel demographics. A Christmas print ad for the retailer shows an image of a woman and a man with a very questionable headline between them.
You would think after all these years we would have moved past the point were brands make egregious lapses in judgement knowing full well the wrath of social media outrage will rain down upon them like a ton of bricks.
A Philippine bank, BDO Unibank has apologized for an ad it ran which made light of environmental issues.
In today's competitive business environment, most advertising agencies are using data analytics to hone their clients' campaign strategies and to improve their job of targeting, tracking, and engaging customers. With mobile commerce growing at an annual rate of 42 percent, and with one-third of online shoppers making at least one purchase via smartphone over the last 12 months (and 20 percent via tablet), marketers that ignore mobile analytics are doing themselves a major disservice. OK so the entire world of marketing has been wetting its pants over social media and content marketing the last few years but what about that old fashion - yet, incredibly important -- thing called a website? And after all that time and money you spend on social media and content marketing, it's still the website -- or the most part -- where all the action you care about -- sign ups, sales, etc. Jared Fogle, the man that taught America it was possible to lose more than 200 pounds eating subway sandwiches, has been charged with possessing child pornography and is reportedly planning to plead guilty. Fogle was also the leading spokesperson for Subway for 15 years and contributed to nearly half of Subway's growth.
As the news of Fogle's charges became a reality, Subway quickly cut ties with their former spokesperson. As a startup, you may not be able to afford a full-time, dedicated PR team quite yet, so you opt for contractors, outsourced agencies, or part-time PR pros. There are many ways to cut corners for a tighter startup budget, but starting with PR fat trimming shouldn't be one of them. In a valiant effort to illustrate the frustrating drama associated with the mundane task of downloading or buffering something off the internet with your smartphone, Del Campo Saatchi & Saatchi & Saatchi Buenos Aires has crafted a magical piece of creative.
Likening the frustration of watching the dreaded progress bar -- in this spot represented by YouTube red -- to being chased by all manner of horror such as an angry mob, a speeding locomotive, a swarm of bees and an army of rugby players, Del Campo gleefully, and in dramatic slow motion, perfectly represents the maddening practice of waiting for something to download on a slow connection.
Well, IZEA Founder Ted Murphy is bringing it back in late October at the Walt Disney World Swan & Dolphin Resort. You can click on the above graphic to zoom in on a higher resolution version of that growing landscape. You’ll know the image has rendered properly on your screen if your reflexive reaction is a colorful expletive.
With nearly 1,000 different vendors represented here, the scale of the marketing technology space is staggering to behold. Yes, 1000 different marketing technology vendors, out of which you only know some, all jostling together in the bazaar, is a good thing.
It’s a good thing because it illustrates just how vibrant the digital marketing industry is.
Those questions aren’t necessarily easy, but the answers will give you a good roadmap for prioritizing your marketing technology investments. In the spirit of full disclosure, I included my company, ion interactive, in this landscape, in the Testing & Optimization and Marketing Apps categories.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Scott Brinker is the president and CTO of ion interactive, a leading provider of landing page management and conversion optimization software. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23.
When designing a logo for your business, it's important to take into account the way people interpret color. This infographic from Logo Company, a logo design firm, helps clearly illustrate what emotions are invoked by certain colors using the logos from top brands as an example. For example, restaurants like McDonalds, Pizza Hut, KFC, Wendy's and Popeyes use red in their logos to stimulate hunger. When it comes to designing a logo for your business, let this be a guide for the direction of your color palette.
Today, I’m giving one of the opening keynotes at the Gilbane Conference, making the case for why marketing technologists are amazing, Neo-like characters in the marketing world equivalent of The Matrix.
I could have given you a hint that he previously worked at SapientNitro, a leading interactive agency. Marketing automation, CRM, analytics, social media, data management platforms, demand-side ad platforms, search optimization, e-commerce, web sites, landing pages, mobile landing pages, content marketing workflow, gamification — the list goes on. Assembled in 2012, that diagram is also woefully out of date (it’s grown since then). Here’s the secret for mastering marketing in this digital world — the secret that will give you magical powers like Neo in The Matrix.
Marketing must be able to wield technology as a native capability in its strategy and tactics.


So, imagine a new technical management role in the marketing department that would own this mission — say a chief marketing technologist.
This marketing technology leader would report up to the CMO, because this is a marketing mission. This role takes responsibility for the technology capabilities of the marketing team: technical people, processes, and platforms. The sweet spot is a marketing department that is growing its technology expertise and is given an appropriate level of tech authority to match.
Technical talent must become native to marketing because to deliver customer experiences in a digital world requires fluency not just with art and copy, but also with code and data. It’s inspiring a new generation of professionals who blend both of these disciplines. These are now many of the hottest positions in business today — they’re in tremendous demand.
Marketing technologists help marketing regain control of a world that has exploded with complexity and accelerating change. Scott – how might one tweak the CMT job description to fit a search for such a beast in city government?
Growing your programmatic business – what do publishers, ad tech companies, agencies and advertisers have in common and how can marketing tech companies help? It’s fair to say that the market has moved on in the last 12 months yet most of the key themes and challenges remain the same.
Sphere have a specialist division in marketing technology sales recruitment and we are available to discuss candidates from this space and their skills and experience on request! Publishers and advertisers face their own challenges and have similarly important decisions to make when it comes to what people to hire, in what role and at what time, to enable them to grow their businesses. I wrote a piece for The Drum in December about hiring trends in 2014 and some projections for 2015.  If you missed it, do check it out. Besides being true, Packard's insightful statement points out the greatest challenge of marketers everywhere.
Speaking of marketing screw-ups, these 10 companies and campaigns are clear standouts, at least from my focus group of one. View all articles by Steve Tobak on CBS MoneyWatch »Steve Tobak is a consultant and former high-tech senior executive.
Powered and implemented by Interactive Data Managed Solutions News provided by The Associated Press. Some took a distaste to this expansion into a territory deemed by some as sacred and only worthy of attendance by geeks, coders, bloggers and the like. Well, there is nothing more authentic than real "uber fans" who promote your brand to their community simply because they love it. Crowdly, a Boston-based advocacy marketing platform, has figured out how to connect brands with their biggest advocates, and in stoking that relationship create potent advertising: according to Neilsen, 92% of consumers will believe their friends and family's recommendations over any others. She gave me the low-down on how advocacy marketing has worked for Crowdly, and how other brands can follow suit. I just wrote about an idiotic bank ad which made light of environmental issues and now we have a Bloomingdales' ad which many say makes light of date rape. In the ad, which carries the headline "Save the environment or save up to see places," a man can be seen holding a sign that reads, "Stop deforestation" behind a woman who is enjoying her travels. The same goes for social, where tracking, measuring, and engaging consumers via sites like Facebook and Twitter is absolutely crucial. There is some great ad-hoc talent out there that you can add into the startup mix, but just be sure that you start with careful planning first. Without a great PR strategy and team, a business has a higher chance of failing because potential customers and investors won't see what's so great about your goods or services. It shows how much entrepreneurial talent is being directed into the space — all competing to offer you, dear marketer, better capabilities. And while making choices can be hard (hey, there is some downside to this massive field too) having choices is good. Psychologists have studied how people are affected by colors for years and found a strong correlation between colors and emotional responses, further driving home the point that choosing the right color is crucial in determining how your brand is viewed. Black, white, silver and gold are often used in the logos of luxury brands like Chanel, Prada, Michael Kors and others to enhance the feeling of sophistication. What four emotions do you wish to convey when someone thinks of your brand or sees your logo? It’s the combination of their talents — increasingly blended into hybrid roles such as marketing technologists, creative technologists, growth hackers, and data scientists — that represents the vanguard of modern marketing. But before any agency stereotypes colored your perceptions, I wanted to emphasize his technical credentials.
Let me emphasize: this is just sample of a few hundred, from a marketing technology ecosystem of thousands of products.
Primarily because the world is changing so rapidly, and it’s changing marketing with it. And these days, more people can create software — faster, cheaper, and easier than ever before. So many of the experiences we have, so many of the communications we share, are entirely digital. How different analytics packages measure events, relate them to each other, and visualize trends and exceptions will color how you perceive your audience. The way your marketing automation software was designed, its capabilities, its user interface — what is easy or hard to do — will shape your operations. Your choice of social media listening software will influence who and what you pay attention to and how your engage with your audience in different situations. The creative capabilities of your content management and landing page software will determine what kinds of customer experiences you can deliver across devices.
CRM software impacts how you manage your relationships, offering different ways to structure and harness all the data you collect on your audience.
But it also coordinates with IT fully and takes responsibility for adhering to proper IT governance.


According to Gartner, over 70% of large high-tech companies already have someone in this role (although the titles vary). And the marketing teams who can create the best experiences will rule this marketing matrix. But technology must entwined into marketing’s DNA, along with storytelling, design, and customer affinity. As someone who works on the IT and marketing side, it’s wonderful to see this being highlighted. I always felt I was a kind of hybrid monster because either you are a marketeer, either you are an IT.
It articulates what I think is an unheard voice in both the engineering circles and marketing circles. If I am a traditional marketer, what can I do to gain the same level of experience (or at least understand how to work most effectively) as a marketing technologist?
Everybody has an opinion, everybody wants to have a say and everybody thinks their "focus group of one" is more important than the actual target audience.
At a time when Subway has grown to become the largest global restaurant chain and shares of McDonalds (MCD) and Yum! He's managing partner of Invisor Consulting, a management consulting and business strategy firm. But, first, let's take a look at the history between SEO practitioners and content marketers. It's active participation social media to extend the brand's presence beyond attendees to the greater world at large. But, all it seems to do is encourage strung out guys to have their way with a collection of super-hot pink underwear-glad bunny girls who, well, turn out to be something entirely different. So if your website is still a piece of annoying Flashturbation or, worse, not supporting your omnichannel efforts, you might as well go unearth that Geocities version of your website from back in the day.
The PR strategy is essential for targeting and understanding your audience, studying the competition, and crafting the most relevant campaign messaging. There are hundreds of other great companies selling software to marketers that weren’t included in this landscape, due solely to constraints of time (I did as much as I could over the holiday break) and space (I wanted to keep this to one page).
What matters is delivering amazing experiences that attract and retain happy customers, from their very first touchpoint with your company onward. You want people on your team who are comfortable digging into these technologies, evaluating, configuring, and orchestrating them — but who do so through the lens of enabling brilliant marketing (not just geeking out on the tech for its own sake). The possibilities and expectations of customer experience are blossoming around us — disruptive innovation that is now at the very center of marketing. And even those that happen in the physical world are within reach of digital influence in a matter of seconds — in some cases, even milliseconds. And by living in marketing, this role helps other marketers get the most out of technology. But the real revolution in marketing is a shift from producing communications to delivering customer experiences.
Marketing technologists — especially the role of a chief marketing technologist — can help marketing ride this wave of change, instead of being swept beneath it. Ive watched the evolution take place over the last few years and the organizations who embrace this, excel rapidly. We’ve just identified the need for a CIO for a more holistic approach to technology integration across various business processes including marketing.
Brands (YUM) are trading near all time highs, Quiznos somehow managed the steepest decline of any major fast-food chain, getting sued by thousands of franchisees, and narrowly avoiding bankruptcy, at least for now. In addition to organic and paid efforts, many brands employ the proverbial social media influencer to aid in that effort. Remember, this is only one of many aspects of the logo design process to take into account. I believe that the scale and diversity of this landscape will continue to grow for the foreseeable future. Marketing has more software solutions available to it today than any other business function in the entire history of computing. Within the blink of a click, a customer can jump from reading an ad or an email to interacting with us in a digital channel.
One of the main reasons is bad marketing, including an ad campaign that featured horribly disfigured, annoying, singing rodents called spongmonkeys, although my wife can't stop laughing when she sees them. So, yea, if you're a brand looking to tap anything in the travel space, you'll likely be working with Expedia. What does their buyer’s journey look like, and where are the leaks in that funnel where you’re losing them?
He rose to become a Technical Director, with significant influence and authority over the technology of the business. And the experience they have — good or bad — may be instantly shared, resonating in search and social circles for all time. Besides having four names, this phone is even dual branded with Verizon and has 4GS stamped in big letters on the back. For the past two years, Sony's (SNE) been trying desperately to get Wall Street and consumers to believe there's synergy between its movie and consumer electronics businesses.
For example, watching a Sony movie on a Sony TV streamed through a Sony PS3 somehow makes a difference in the user experience. It's all smoke and mirrors, but it is amusing to watch CEO Howard Stringer struggle to explain in this interview.



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