Digital Marketing

8 Things Social Media Marketers Need to Know About Facebook’s News Feed Changes

Businesses need to be prepared for news ways to show up prominently in Facebook's News Feed through organic posts. PHOTO: English106 Facebook has announced it will prioritize "meaningful, social interactions" within the news feed in algorithm updates, in order to better connect users to meaningful posts between friends and family.  What does this means for marketers who run business Facebook pages? Facebook will show less of that...

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Marketing’s Chicken or Egg Silo Problem

Oftentimes attempts to solve the internal silo problem results in treating the symptoms, not the cause. PHOTO: Jairo Alzate Stop me if you’ve heard this before: “break down silos to create a better customer experience.” This mandate is equal parts grand vision, strategic goal, and, if history has anything to say about it, frustrating pipe dream.  It’s been more than a decade (2004) since Gartner introduced the idea...

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Marketers Share Strategies for Twitter’s New 280-Character Limit

How is the expanded tweeting character real estate for working out on Twitter? The answer, depends on who you ask. YouGov, a London-based market and data analytics firm, surveyed Twitter users last month and learned they were split over Twitter's decision to change the character limit in tweets from 140 to 280. Twitter, the San Francisco-based social media giant, made the move official Nov. 7 in a blog post. Of 1,200 Twitter users...

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Think Twice About Automating Your Marketing

Automation offers many benefits: efficiency, scale, measurability. But what does it offer your customers? PHOTO: Saundra Castaneda I first used a marketing automation platform 10 years ago. We all loved the potential of those new systems back then: We’d build large databases of the names of potential customers and use marketing automation to nurture them along until they were ready to buy. We’d segment by industry or...

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2017 Contributors of the Year: Anita Brearton

Anyone who feels intimidated by the range and selection of marketing tools available on the market have a champion in Anita Brearton. Where others create an aura of FUD (fear, urgency and doubt) when it comes to martech selection, Brearton says, "It's OK, we're all in this together." Brearton is the founder, CEO and co-CMO of CabinetM, a discovery platform for the marketing industry. While software clearly plays a...

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How Triggered Emails Can Help Hack Growth

Companies looking to improve user engagement can learn a thing or two from trigger-based email marketing PHOTO: Wesley Fryer Email marketing has honed trigger-based marketing to a high art. Trigger-based marketing usually refers to messages that are personalized based on a user’s engagement with a product, website, mobile app, email message or other marketing touchpoints. It also can refer to triggers from the marketer’s side, like price or...

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Build Bridges Between Marketing and Development

Did you ever wonder why it's so hard to find software that meets both marketer's and developer's needs? Software frequently reflects the culture of the organization that built it PHOTO: Leio McLaren Today's multitude of tools and technologies have made leading a digital experience (DX) project a bewildering task. Marketing wants this. Development wants that. What’s a digital leader to do? When you look at how to speed...

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Do Customer Journeys Get Marketers Where They Want to Go?

Business talk a big talk about customer journeys, but then doubts creep in. Here are four ways you might be sabotaging your customer journey programs PHOTO: elizabeth lies Companies still talk the big talk when it comes to building out fully automated customer journeys, but then doubt creeps in: is it worth the effort? Do customer journeys deliver the ROI you want?  We frequently see journey campaigns outperforming...

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Stop Torturing Your Data and Other Tips to Reveal True Data Insights

The proliferation of data causes many of us to fall into the trap of false insights. Would you believe me if I told you eating bananas made you rich? PHOTO: Jeremy Bishop With the proliferation of data and automated analytic tools, spurious “insights” and meaningless correlations become more common every day. One cause of this is the blind application of unsupervised learning techniques. Any successes that approach...

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Let’s Take Stock of Stock Photography

Stock photos can be cheap and reliable. They can also be overused and uninspired. Let's take a look at some alternatives PHOTO: TeroVesalainen I buy a polo shirt with a nice pattern on it that fits me well. I wear it out a few times and receive compliments from friends and colleagues. I’m really happy about my purchase. Until I go to a dinner party and see someone...

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