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Carri Bugbee

What are the job responsibilities of marketing technology management? - Chief Marketing... - 0 views

  • One of the first things that jumps out from the year-over-year data is the consistency of the top five responsibilities. From martech staff and managers up to more senior directors and VPs, these are the core functions that these roles deliver to the organization: Research and recommend new marketing technology products. Operate marketing technology products as an administrator. Train and support marketing staff on using marketing technology products. Integrate marketing technology products with each other. Monitor data quality within marketing technology products.
  • It is disappointing that, for the second year in a row, performing data privacy and compliance reviews and performing security reviews both remained at the bottom of the list of martech responsibilities — and even dropped a few percentage points.
  • enior roles are much more likely — 37% to 42% more likely — to: Pay for marketing technology products from a budget, partially or fully (71%) Negotiate business terms for purchasing marketing technology products (68%) Approve or veto purchase of marketing technology products (68%)
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  • The majority of senior martech leaders also own these responsibilities: Architect the overall marketing stack of all marketing technology products (69%) Monitor the performance and other SLAs of marketing technology products (56%) Integrate marketing technology products with non-marketing systems (58%) Perform technical reviews of marketing technology products (56%) Identify and sundown outdated or unused marketing technology products (59%) Identify and consolidate multiple instances of same or similar marketing technology products (56%)
  • Now every marketer is an app developer — even if they don’t know it. Marketers are tailoring marketing technology for their specific workflows and customer experiences, but they’re not explicitly doing “software development” with programming languages like Python or Javascript.
Carri Bugbee

Study Shows CTRs A False Metric For Mobile Ad Performance - 0 views

  • CTR by itself is a poor indicator of ad performance and may be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits” As mobile display campaigns are optimized for CTR, it negatively impacts secondary actions such as calls and directions Lower CTRs were often associated with the highest offline in-store visitation rates
  • if marketers and brands are relying exclusively on CTR they’re not getting an accurate picture of which ads actually deliver true engagement and are “working.” In addition the risk of inadvertent clicks (the “fat finger” problem) is relatively high, casting further doubt on CTR.
Carri Bugbee

Web Sites - The Website Experience Consumers Value Most [Infographic] : MarketingProfs ... - 0 views

  • Most US consumers (52%) say high performance is the quality they value most in website experience, according to a recent report from Limelight Networks.
  • 59% of respondents say they will wait no more than five seconds for a webpage to load before becoming frustrated and leaving the site. 37% say they will leave and buy a product from a competitor if a website is slow, and 26% say they might/are not sure.
Carri Bugbee

10 Ignored SEO Tasks That Can Boost Your Rankings in 2018 - 0 views

  • Create Rich Cards Rich cards are a form of structured data; they give users visually appealing information that is easy to understand and provides a flawless mobile search experience. They are Google’s way of taking advantage of the rise in mobile usages, which has surpassed desktop. They aren’t just easy on the eyes though. Analysts at Google state that Schema markups will become more important when it comes to search ranking as time goes on.
  • Create Skyscraper Content If you haven’t heard of or don’t use skyscraper content, then you’re missing out on a lot of SEO juice. The term was coined by  Brian Dean, who used it to boost his traffic by 110% in 14 days. Skyscraper content involves finding high performing content in your niche and creating something better, and then shamelessly promoting it.
  • Take Advantage of High-Performing Posts You know that internal linking is a good SEO practice. But, do you optimize your internal linking for maximum effect? At the beginning of this post, I told you that 73% of users don’t click past the first page. That means that your pages with less authority will be left out in the cold and will receive only the occasional stray or lucky click. You can remedy this pretty quickly. If you have pages with high authority showing up on the first page of the search results, take advantage of this and link to lower ranking posts from these high-performing posts. This strategy can lead to more clicks and higher rankings.
Carri Bugbee

Optify study: Say goodbye to your keyword data - 1 views

  • Google’s controversial encrypted-search feature has had a chilling effect on B2B publishers’ ability to track organic search referral terms,
  • Encrypted search queries, which are enabled when a user signs into a Google account, now account for almost 40% of referring traffic data to B2B sites
  • “Eventually you’re not going to be able to measure SEO performance by keyword or understand the impact of organic search on your website traffic, engagement or conversions.”
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  • There are ways to work around the growing blackout of keyword data. Optify offers 5 tips:
  • 1. Make the most out of the data you have
  • 2. Use Webmaster Tools.
  • For SEO work, use proxies.
  • 5. Use PPC data to estimate keyword performance.
Carri Bugbee

The Missed Opportunity in Influencer Marketing Is Exactly What the Damn Thing Is Suppos... - 0 views

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    The phrase "influencer marketing" has devolved into a brand asking an individual to perform glorified favors
Carri Bugbee

Advertisers Spend Much More With Facebook But Twitter Performs Better - CMO Today - WSJ - 1 views

  • Twitter ads generate clicks at a significantly higher rate than Facebook. As a result, the firm found, advertisers are significantly dialing up their Twitter ad spending.
  • “Business & Consumer Services” saw its Twitter ad spending soar by 361 percent in the fourth quarter over the third quarter, versus Facebook’s still huge 211 percent increase. Over the course of 2013, Twitter ad spending for the ”Business & Consumer Services” ballooned 297 percent, found Resolution.
  • Why is Twitter growing despite a much smaller audience? For one, Twitter has rolled out several compelling new offerings that connects its ads directly to TV shows and commercials, Resolution’s report notes.
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  • “Twitter ads…generate clicks at a much higher rate as advertisers integrate them tightly with broad trends and conversations, serving up straightforward messaging and content directly into relevant conversation streams.”
Carri Bugbee

Influencer Unicorns: What Three Years of Data Tells Us About Picking Influencers | Mova... - 0 views

  • Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as: Relevance Reach/Audience Quality Engagement Activity
  • when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.
  • We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).
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  • Lets call this relationship “author alignment”.  When you get it right, you will occasionally get unicorns.
  • we provided our creators with the opportunity to earn royalties of $0.10 to $0.50 for unique visitors they moved to our branded sites over a three month window, with a cap on total performance.
  • Given incentives, the average influencer moved an average of ~500 additional monthly visitors to their content.
  • It became clear that one secret of the unicorns, the most effective and consistent influencers, was creating a kind of promotional permanence.
  • “being huge on Twitter” doesn’t truly equate to influence. The ephemeral nature of social media, and the incentives of the social media platform owners, means that even the biggest social media audience doesn’t  translate into an audience for the content an influencer creates. Promotional permanence is what drives outsized results, which means alignment is critical.
  • intangible incentives such as Autonomy, Reputation, and Mastery are fundamental to creating content that rises above the merely “good enough” for influencers
  • we have found that “unpaid influencer” costs often outpace the costs of the compensated approach due to missed deadlines, recruiting challenges, concessions to author autonomy, and mismatched expectations about the value exchange..
  • once tangible incentives are involved,  intangible incentives tend to be quickly forgotten.  Once a price is established, many marketers ignore intangibles completely, assuming the relationship more closely resembles the paid freelancer.
  • we have found that combining tangible and intangible incentives leads to a result that delivers substantial incremental value (an audience worth $200-$400 per article) over 90% of the time.
Carri Bugbee

Hashtag Stuffing Doesn't Work! #mythbusted - Social Media Marketing Software by Argyle ... - 0 views

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    In 53% of the social properties we analyzed, posts with hashtags actually performed worse than posts without hashtags.
Carri Bugbee

How to A/B Test Your Influencer Marketing Efforts - 0 views

  • what are some of the things you can A/B test with your influencer marketing campaigns? All the same things you test in your other channels…
  • xperiment with different types of content and track which resonates best with their audience for your goal. For example, images may drive better social engagement, while videos are better for leads and signups. Alternately, you may find certain content performs better on some channels over others.
  • Don’t forget all the types of content you have at your disposal – podcasts, live stream videos, tweets, Instagram Stories, webinars, long-form blog posts, short-form blog posts, and much, much more.
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  • you can provide the influencer with some pointers. Would you prefer they include keywords in the title of their product review blog to boost your SEO? How many hashtags do you want them to use, and are fans likelier to adopt shorter ones over longer ones? Should they use emojis? (The answer is almost always yes.) Which CTA performs better, “Save 15% off now with my promo code” or “Use my promo code now”?
  • Speaking of promo codes, what learnings can you apply from sales you’ve run in the past? Does a percentage or dollar off amount drive more conversions? Does what works for sales on your own website work just as well in the context of an influencer promotion?
  • Perhaps influencers’ fans are more excited about getting a free sample or trial instead of a discount. In this scenario, try testing free sample promotions with some influencers against discount offers with other influencers. Just be sure to choose influencers with similar audiences, industries, and/or locations to keep the other variables as similar as possible.
  • A/B test the heck out of your influencer landing pages. Try different CTA button placements and colors, test removing the navigation, and see how personalizing the page for the influencer’s audience affects conversions.
  • Not all your influencer marketing content is published by the influencer. Sometimes, as with the landing pages, you are using the influencers in your own content. A/B test the items under your branded control, too.
  • if you feature an influencer in an email newsletter, is it best to call that out in the subject line, via the sender name, through a hero image at the top, or some combination of the above? Should you target different subscriber lists for different featured influencers
Carri Bugbee

What Influencers Wish Marketers Knew - 0 views

  • Optimization is a standard practice for most marketing channels. Not so much in influencer marketing, according the influencers surveyed. Influencers indicated that it is rare for marketers to ask for active campaign data and even more unusual that adjustments are made midstream.
  • One topic that the influencers strongly agreed upon is that longer engagements would produce better results. They believe their followers will see brand partnerships as more authentic and will become more familiar with the brand as they see it more. They also feel that micro-relationships, like one-post campaigns, are ad-like, which can discredit both the brand and influencer.
  • Many influencers provided anecdotes of high-performing content, especially on blogs, that lived long after the influencer marketing campaign ended. Examples of continued performance include content interaction, traffic generated to a website and appearance in search results. As an opportunity, marketers could engage with the influencer to amplify that content where it lives or extend it through paid support. At the very least, reengaging past successful partners or content should be top of mind.
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  • Often, marketers are going blindly into relationships with influencers. Influencers said that marketers rarely work with them to understand their audience and what may resonate, everything from tone to type of content.
  • If you offer no flexibility in your creative brief or campaign, you may not get the results that you want. Since influencers believe they know their audience better than anyone, they also believe that, if given flexibility in creative, they can produce better outcomes.
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    You Need to Ask Us for Our Opinions Influencers believe that marketers need to learn to work outside of accustomed transactional relationships. Many insist that marketers see them only as a contractor, not a partner, and therefore rarely ask them for their opinions.
Carri Bugbee

Snapchat Receives Poor Grades From Marketers | Digital - AdAge - 0 views

shared by Carri Bugbee on 20 Apr 17 - No Cached
  • Between Twitter, Facebook, LinkedIn, Google, Yahoo, AOL and YouTube, Snapchat only outperformed AOL in terms of ROI, scoring a 3.43 out of a possible 8 points, according to the survey (AOL scored a 2.88). Google (6.98) and Facebook (6.72) led the pack, performing nearly twice as better than Snapchat, RBC said.
  • 1,600 marketers were surveyed in an attempt to gauge the pulse of the digital advertising industry. The sobering news underscores the uphill battle Snapchat faces as other platforms like Facebook-owned Instagram and Messenger mimic its features.
  • Marketers cited increased competition from Instagram, difficulty measuring key performance indicators, poor targeting and a decrease in both user engagement and open rates as reasons why their ROI with Snapchat decreased
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  • Those surveyed said they were most interested in advertising on Instagram (64%), followed by Amazon (43%) and then Spotify (40%). About 37% of marketers said they are interested in advertising in Snapchat, which is about the same (35%) as what they said in 2015, according to RBC.
Carri Bugbee

How Heavy Sharers Boost Facebook Pages - eMarketer - 0 views

  • top-performing brand pages, compared to average brand pages, had a higher percentage of fans considered “sharers”
Carri Bugbee

Word of Mouth at Scale with Facebook: Understanding PTAT - 0 views

  • PTAT brings everything together by measuring all of the individual Facebook users who have engaged with a page’s content and created a “story” in their News Feed and their friends News Feeds in the past seven days.
  • Prior to the introduction of PTAT in the Fall 2011, most marketers relied on a mashup of metrics – including the number of Likes, active users, comments and other performance indicators – to measure the health of their page.
  • According to Facebook the different types of stories measured in your PTAT score include: Liking your page Liking, commenting on, or sharing your page post Answering a Question you’ve asked Responding to your event Mentioning your page Tagging your page in a photo Checking in or recommending your place
Carri Bugbee

MediaPost Publications Execs Still Fretting About Social Media 10/07/2013 - 0 views

  • 71% of senior-level execs were worried about risks associated with social media, with 13% saying they are “very concerned.”
  • listed the potential for negative comments about the company (36%), disclosure of proprietary information (32%), and out-of-date information (18%) as the most worrying. They were less worried about accidental exposure of personally identifiable information, fraud, and corporate executives (i.e., themselves) doing something embarrassing or incriminating on line.
  • Among public companies, the top concern was disclosure of proprietary information (50%), followed by negative comments, out-of-date information, and fraud, each at 17%.
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  • just 21% said their companies have an incident management plan in place for fraud or privacy breaches, only 33% have a general social media policy (that’s up from 23% two years ago), and only 59% have performed a social media risk assessment. 44% of execs surveyed said their company doesn’t have a policy for securing mobile devices. On the positive side, 72% of executives said their companies hadn’t experienced social media fraud… yet.
  • 66% said they see their organizations using social media more over the next year, and 68% said social media will be critical for corporate efforts in the future. The top applications are brand awareness (38%), recruiting (27%), and customer identification (14%). Just 1% said they thought social media was a waste of time.
Carri Bugbee

Forrester: 'Facebook is Failing Marketers' | LinkedIn - 0 views

  • I am surprised it has taken this long for Forrester to attack the performance of Facebook. It is something we have seen developing for years. The challenge is the space has evolved making it less and less relevant for brands in the eyes of the Consumer. The shift to mobile has made Facebook pages virtually obsolete. People very infrequently drift outside of their newsfeed on mobile devices.
  • One recent study of sweepstakes found that only 11.8% of participants shared the Facebook app with others. In the past that number was well over 50%. You add to that the way Facebook shares content (known as the Facebook algorithm or Edgerank) only 5-15% of their friends would even have the potential to see it in their newsfeed
Carri Bugbee

Relevance And ROI: The Advantages Of Agile For Marketing - 0 views

  • “The days of the big bang campaign are gone. We don’t have time to spend months baking ideas and putting a big bang into market.” Article Highlights: The way we think about and execute marketing is in flux. Agile for Marketing (A4M) empowers organizations to be more responsive to the market.Now is the time to create a new competitive advantage through innovation and responsiveness.
  • CMOs adopting A4M have an unprecedented ability to tackle corporate and market realities with ease, speed, and intelligence. And our research shows that translates into stronger business performance and higher employee satisfaction.
  • agile firms grow revenue 37 percent faster and generate 30 percent higher profits than nonagile organizations.
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  • To help you get the agile advantage, over the next few weeks we’ll share deeper dives into the seven principles of A4M: Flexible and focused Data-driven Iterative and experimental Clear and transparent Collaborative Empowered Customer-centric
Carri Bugbee

Pinterest Will Open Promoted Pins To All Advertisers Following Success Of Beta Program ... - 0 views

  • Pinterest’s roadmap to monetization is becoming more clear. The company announced today that its Promoted Pins program, which it made available in beta to certain brands eight months ago, has performed “just as good and sometimes better than organic Pins,” and it will make the program available to all advertisers on January 1.
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