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New benchmark data on the state of Account-Based Marketing marketing today. 

A recent report shows that organizations adopting ABM have a 10 percent higher win rate. What are the other benefits of ABM, and how can it help your organization?

Download “BrightFunnel ABM Benchmark Insights — Q3 2016” for findings, analysis and five key recommendations to help guide your organization’s ABM strategy.

Visit Digital Marketing Depot to download the report and learn more.

ABOUT THE AUTHOR

Digital Marketing Depot
Digital Marketing Depot is a resource center for digital marketing strategies and tactics. We feature hosted white papers and E-Books, original research, and webcasts on digital marketing topics -- from advertising to analytics, SEO and PPC campaign management tools to social media management software, e-commerce to e-mail marketing, and much more about internet marketing. Digital Marketing Depot is a division of Third Door Media, publisher of Search Engine Land and Marketing Land, and producer of the conference series Search Marketing Expo and MarTech. Visit us at http://digitalmarketingdepot.com.
 
Source : searchengineland
 
 

Introduction

Finding the appropriate social media management tool for your business can be a challenge. This buyer’s guide provides a framework for deciding if you need and EMMS solution, details the capabilities of the leading platforms, and compares offerings from leading vendors.

Editor’s Note: The following is an excerpt from “Enterprise Social Media Management Software: A Marketer’s Guide“. You can download the report here free.



The Benefits of Using ESMMS Platforms

With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time-consuming. Automating social media marketing with an ESMMS platform can improve efficiency, compliance, and productivity by providing the following benefits:

Better legal and creative compliance across the enterprise. ESMMS platforms offer
a unified interface for the integration of content development and publishing with a controlled user permission hierarchy. The result is greater consistency and compliance with style guides, as well as legal or regulatory guidelines for enterprises – particularly those with global offices or those operating in the financial, insurance, and healthcare fields.

Improved time management. The publishing tools provided by the majority of ESMMS platforms include calendars and scheduling features that automate social content posts, as well as auto-responses to audience posts or questions. By planning ahead and creating weekly or monthly content calendars, marketing staff can better spend their time being proactive and creative, rather than spending their days monitoring social network accounts.

Cross-channel reporting capabilities in near real time. Enterprises are marketing across multiple social networks, making cross-channel reporting in a single interface a “must-have” rather than a “nice-to-have” feature. ESMMS platforms provide sophisticated cross-channel reporting capabilities, many of which are widget- and wizard-driven to make reporting easy and fast for marketers.

Pricing and annual contracts

ESMMS platforms are a significant investment, with typical enterprise customers spending tens of thousands of dollars each month in licensing fees. Many ESMMS platform vendors license their technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor and customers log into a web-based dashboard to utilize the system. Several vendors have moved to the cloud, providing customers with simplified data storage and more plug-in connections with third-party apps and software. Licensing fees can be charged by the number of users or seats; by the volume of social media networks or pages tracked; and by the number of locations, brands, or departments on the system. Some vendors offer monthly licenses, while others require an annual contract. Some licenses include more support features than others, so be sure to clarify what is included in the basic license.

Benefits include:

  • Structured workflow management
  • Permissions and compliance tools that allow customers to monitor and control all social media content and campaigns emanating from the enterprise

Challenges include:

  • Enterprise SMMS platforms can be a significant investment, with larger organizations paying tens of thousands of dollars each month in licensing
  • Certain platforms can require considerable training and integration with existing technology systems and additional premium services to run them

Does Your Company Need Social Media Management Software?

Enterprises deciding whether or not to license a SMMS platform or to upgrade from their existing freemium platform need to first consider the following:

  • Do we have multiple social accounts and utilize multiple social channels, including Facebook, Twitter and blog publishing platforms such as WordPress?
  • Do we operate in a regulated industry, such as insurance or real estate, where a lack of compliance can result in legal or regulatory problems?
  • Do we rely on a sales network of local dealers, agents or franchisees that may be operating hundreds of Facebook pages or Twitter accounts not controlled by the corporate marketing department?

If the answer to one or more of these questions is “yes,” it may be time to consider using a SMMS platform.


 

The countdown to the New Year has already begun and marketers need to start planning their 2017 campaign strategy to ensure that they will meet their performance targets. In this opinion piece, Nathan Elly branch manager at Digital Next Australia argues marketers can’t afford to miss these million dollar SEO marketing strategies for 2017.

The SEO marketing channel has experienced several changes in 2016 and there is still one more major change that is expected to disrupt the tactical execution once the update is released. Marketers need to minimise the risk of this potential disruption by understanding the direction that SEO is going in 2017 and how they can ride the trend to achieve their marketing goals.

PENGUIN 4 WILL IMPACT WEBSITE’S RANKINGS BASED ON THE TYPES OF LINKS POINTING TO THE WEBSITE.

Google is updating their algorithm and web spam identification to combat link spam. Penguin 4.0 is the major algorithm update that people in the SEO industry are waiting to see released so that a link acquisition strategy can be put forward in 2017. We know that low-quality links and unnatural links will be targeted, however naturally acquired links that form the site’s link portfolio will be rewarded by Google. The ideal link building strategy should comply with Google’s terms of service, be acquired from sites that have relevant content and that is also authoritative in your industry.

VALUABLE CONTENT WILL REMAIN AT THE HEART OF SEO.

Google has always said that “Content is King”; and that trend will continue into 2017. Websites that provide valuable content such as long, detailed guides for their web users tend to outrank sites that publish short copy.

 

A content marketing strategy should be a part of your site’s SEO campaign to ensure that your site gains the maximum keyword visibility and also has the best chance to deliver the value that users are searching for.

SEO PERFORMANCE WILL BE INFLUENCED BY THE UX OF THE SITE.

Google has said that they want webmasters to optimise their site so that it provides a valuable experience for the user. Some of the key areas that need to be focused on include:

Web page loading speed

People are demanding that they receive access to content as quickly as possible. On average, a web user is prepared to wait for 2 seconds before they move onto the next website. Google has incorporated this into their algorithm and if your site isn’t loading its content in under 2 seconds, then it is unlikely that it will rank for the top search terms in your SEO campaign.

Interstitials

Google is targeting Interstitials in the first quarter of 2017. According to their Webmaster blog, it’s being targeted in response to improving users experiences on mobile devices. At times, the pop-ups make it difficult to access the web content. Your SEO strategy needs to assess the risk of your site being targeted and what changes can be made should the site be affected.

Mobile friendliness

Smart devices from phones to tablets have taken the world by storm and Google wants webmasters to make sure that their content is optimised for the appropriate device. (See their post on mobile friendliness here.)

Responsive design layouts and mobile app integrations will gain importance for getting higher rankings in the organic search results. Google’s Developer Console offers tools that can help to display the site appropriately on different web platforms.

Google AMP

Google’s Accelerated Mobile Pages is a project aimed at improving the speed of serving content to mobile devices. As more people engage with web content on their mobile devices, Google will start to favour website’s using Google AMP in the organic search results.

Bounce rate.

Google wants to send users of its search engine to websites that will help them solve what it is they are looking for. Sites that have a high bounce rate trigger signals to Google that the web page content isn’t valuable or relevant to the user’s search query. It’s important that the website is optimised for users to engage with the website so that any bounce rate signals are avoided.

It’s great that brands are preparing their 2017 campaigns now, however a contingency plan might be needed should Google make significant changes before the new year. By prioritising the areas that have been highlighted, there should be minimal disruption to the execution of the brand’s SEO tactics.

 

Source : http://www.bandt.com.au/

Categorized in Search Engine

Data is marketing's most precious commodity — now marketers need to leverage it.

The pace of doing business in today’s ultraconnected world has changed everything. From the way advertisements are bought, sold and displayed, to the way businesses market to their buyers, we’ve entered an entirely new era.

Although some get a bit weepy and nostalgic wishing for “the good old days,” these are exciting times for today’s leading companies. They’re even more thrilling for today’s disruptors.

In today’s marketing organizations, there’s an ongoing war. While there’s immense pressure on the marketing department — from the board — to completely understand the company's buyers, it has also been tasked with understanding the value of every marketing dollar spent. Now, more than ever, marketers are being challenged to display the impact they make on a business’s success or failure.

To do this, marketers need data.

If only it were that easy. You see, today’s marketing departments are dealing with a tremendous amount of complexity. That’s because of two reasons:

1. All-new marketing source systems are coming online at an alarming rate.

2. If marketers want to really understand their buyers’ behavior and how to better connect with them, it will be necessary to invest in many best-of-breed point solutions. This translates into a company’s marketing technology stack getting significantly larger than what we may have experienced even just a handful of years ago.

And if that wasn’t enough of a hurdle to clear, it gets worse. That’s because data isn’t always easy for marketers to get their arms around. Take, for example, the typical marketing campaign for a product launch. Likely an in-house team handles email blasts, search engine optimization and public relations efforts. Creative agencies get tasked with the messaging, collateral, website buildout and event organization. Then, media agencies take care of paid efforts across a variety of channels — TV, radio, digital, etc.

Because of this fractured approach, marketers don't always own all of the data relative to their activities. As you may have expected by now, all of it provides value as businesses try to understand their customers and their respective journeys. Here’s the kicker: When access is granted to data that the marketing department does not directly own, much of the time it’s not at the correct level of detail required to gain actionable insight.

Meanwhile, consumers are exposed to all of these campaign efforts and are, generally speaking, unaware of the idea of channels. In-market buyers simply interact with brands and expect that today’s businesses will engage with them on a segment-of-one basis. And the benchmark on quality and speed continues to rise.

This means that today’s marketers are plagued with a two-headed monster. First, they must figure out how they can do more with the budget and resources they are allocated. Second, they must figure out how to impact the business's bottom line by understanding how their efforts deliver an enriched customer experience, create awareness in a market and more.

It’s not uncommon to think of marketing VPs as MacGyvers, because they must be agile, adaptable and able to creatively work around their less-than-ideal surroundings.

There remains one constant in this situation, however. That is data. Without this precious commodity, today’s marketers are going to be left hobbled, unable to drive value for their companies. And they certainly won't have a chance to determine their contribution or return on investment.

It’s as simple as that.

Source : http://www.cio.com/article/3112186/analytics/why-today-s-marketers-need-data.html

Categorized in Market Research
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