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https://relativityseo.com/seo-services/ Jennifer Cannon – Search Engine Land News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Tue, 14 Apr 2020 16:48:45 +0000 en-US hourly 1 https://wordpress.org/?v=5.4.2 Marketers moving away from home-grown tools, hiring fresh teams for new martech /marketers-moving-away-from-home-grown-tools-hiring-fresh-teams-for-new-martech-326699 Wed, 18 Dec 2019 20:01:53 +0000 /?p=326699 About 83% of marketers have upgraded or replaced at least one martech application in the past year, we found out in our Martech Replacement Survey.

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As the marketing technology landscape and capabilities continue to evolve, organizations are on an ongoing quest to update and improve their technology stacks. In fact, the vast majority (83%) upgraded at least one martech application in the past year, according to our Martech Replacement Survey 2020 published Monday.

To better understand the frequency and motivations behind organizational martech updates, we surveyed 398 digital marketers in October. Several interesting trends emerged.

Organizations are moving away from in-house solutions. In a striking find, many companies are migrating away from marketing technologies developed in-house. Respondents were nearly as likely to have upgraded or replaced a homegrown technology (49%) as a commercially available solution (51%), with many of those replacing homegrown tech moving to commercial applications.

The number one reason marketers said they shifted from in-house technology was that available SaaS software had better features, with 49% of those who switched to a commercial solution citing that as a reason.

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Nearly one in four said their homegrown system was being replaced because management decided their enterprise was “not a software company,” and nearly one in five because their homegrown system was too expensive to maintain.

New martech adds new people. Fear of job losses caused by machine learning and AI-based technologies may be unfounded — at least when it comes to the need for human oversight and management of marketing technologies.

With new martech features designed to increase efficiencies, a surprising 43% of respondents indicated that they hired a new team to support their new tools. One in four said they combined retraining existing staff with news hires, while another 25% said they retrained exclusively.

Martech replacement trends in 2020. The findings of this report hint at several trends we expect to see in the coming year. Organizations will continue to focus on maximizing the return on their marketing technology investments — whether through ongoing upgrades and new hires or retraining. Rather than a threat, new technologies present opportunities for marketers who keep their skills relevant and transferrable as technologies evolve and change.

As SaaS products improve — and natively support integrations with other solutions — it’s becoming harder to justify developing or maintaining homegrown applications. We can expect to see more acquisitions by martech vendors as well as integrations as providers aim to give marketing teams more comprehensive, one-stop-shop solutions.

To read more findings, insights and key takeaways for marketers, click here to download The Martech 2020 Replacement Survey.

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Parse.ly looks to solve content marketing attribution challenges /parse-ly-looks-to-solve-content-marketing-attribution-challenges-324116 Mon, 28 Oct 2019 20:04:23 +0000 /?p=324116 A conversions report details which content converts the most users, which content contributes to the most conversions and the types of conversions.

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Content marketing and analytics provider Parse.ly has rolled out the first generally-available release of Parse.ly Conversions. The solution seeks to help marketers address content attribution challenges of conversion reporting. It allows users to select different attribution models for assigning credit to content. The release also includes features such as labels that can be applied to categorize conversion actions.

“This release includes a conversions report that shows which content converts the most readers, which content contributes to the most conversions (even if it’s not converting directly on the content itself), and which types of conversions content drives best,” the company said in the announcement.

Why we should care

Determining how and which content is contributing to conversions is a challenge for many marketers. Some even have teams dedicated to stringing together data to understand the impact content has on their businesses. As marketing campaigns become more complex and spread across multiple channels — and create data siloes — it can become unclear as to what content or touchpoint actually drives conversions.

Parse.ly’s conversion report aims to provide clearer insight into how users interact with a brand’s content, from a high-level overview of all conversions to a detailed breakdown of its content performance and top referral sources.

The report shows a topline view of when conversions occurred. Source: Parse.ly

Parse.ly also allows users to select one of three different attribution models when building a conversion report: last touch, linear and pages before conversion. The flexibility to select based on a brand’s needs or campaign strategy will be beneficial to multichannel marketers and will benefit users with experimenting with different attribution models.

Source: Parse.ly

More on the news:

  • Note that the conversions report is not comprehensive just reports data from the past week to provide a baseline.
  • Parse.ly supports five standard conversion types and one custom type.
  • The company indicated plans to analyze the five standard types as a benchmark for its customers to see how their brand performance compares to the rest of Parse.ly’s network.

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Please Take Our 3-minute Martech Upgrade Survey /please-take-our-3-minute-martech-upgrade-survey-322916 Thu, 03 Oct 2019 17:38:25 +0000 /?p=322916 The survey takes around three minutes to complete, and will help the martech community better understand how organizations choose to upgrade marketing technology applications.

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Anyone who has been involved with or responsible for replacing a marketing technology application knows how difficult the process is. The endless evaluations and product demos, organizational resistance and potential for unintended consequences can be challenging. 

Given that, we wondered: What drives organizations to replace key marketing technology applications? This question led us to create the Martech Upgrade Survey. And that’s where you come in. 

We need your help. If you’ve recently replaced either a homegrown or commercial marketing technology application, please consider filling out this brief survey. It takes about three minutes to complete, but your contribution will help all of us in the martech community better understand when, why, and how organizations choose to upgrade marketing technology applications.

We’ll send you the results in about six weeks. And, as a special thank-you, the first 100 people to complete the survey will receive a $10 Amazon gift card. 

Take the survey here

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Bloomreach integration for Salesforce Commerce Cloud now available on AppExchange /bloomreach-integration-for-salesforce-commerce-cloud-now-available-on-appexchange-321384 Wed, 04 Sep 2019 16:47:20 +0000 /?p=321384 Bloomreach bsMR users can integrate site search in B2B commerce environments to increase conversions.

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Bloomreach has announced the launch of its B2B Search & Merchandising (brSM) connector for Salesforce Commerce Cloud on Salesforce App Exchange. The connector lets Commerce Cloud users integrate Bloomreach’s site search and merchandising tools in their e-commerce environments.

Why we should care

The AppExchange listing significantly extends availability to users working in Commerce Cloud environments. With the connector integration, Commerce Cloud users can provide their customers with more relevant search results while affording merchandisers the opportunity to focus on more strategic projects. Users of brSM technology have reported seeing substantial growth in conversion rates – a favorable outcome for new users accessing it through the AppExchange.

“Powered by Einstein, the Salesforce artificial intelligence layer, Salesforce Commerce Cloud delivers unique AI insights into data objects including customer profiles, transactional data and more, said Bloomreach CTO Arjé Cahn. “When combined with Bloomreach AI we are able to offer highly personalized and optimized product search & category experiences as well as product & content recommendations. This results in more engaging B2B experiences with higher conversions and improved business KPIs.”

More on the news

Key capabilities of Bloomreach Search & Merchandising include:

  • Product ID search
  • Segment based and 1:1 search
  • Complex entitlement and contract support
  • B2B semantic understanding
  • Multi-lingual support
  • Intelligent merchandising and analytics tools

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Video marketing tops list of marketers’ priorities, voice search ranks low /video-marketing-tops-list-of-marketers-priorities-voice-search-ranks-low-321138 Tue, 27 Aug 2019 16:47:19 +0000 /?p=321138 According to the study from Mondo, only 17% of marketers have plans to optimize their websites for voice search in the next 12 months.

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According to new research which surveyed over 1,000 creative and digital marketing decision-makers, video is the top priority for the remainder of 2019 and into 2020. The Mondo Creative & Digital Trends report revealed that 67% of digital marketers and creatives anticipate video marketing as their first priority. When it comes to search engine marketing, however, respondents indicated that visual and voice search are much lower on the priority list.

Why we should care

The types of video marketing that respondents expect to invest in most include Instagram stories (66%) and newsfeed videos (62%). Gifs (52%), cinemographs (31%), live streaming (28%) and IGTV (28%) were among other top-ranking video types respondents anticipate producing.

Unsurprisingly, the prioritization of Instagram stories and newsfeed videos varied between B2B and B2C marketers; B2B marketers lean towards newsfeed videos, while B2C marketers rank Instagram stories higher.

Beyond video, survey respondents indicated that experiential marketing (31%), micro-moments (28%), motion design (24%), visual search (21%) and voice search (10%) are important to their 2019-2020 marketing efforts.

Voice search did not rank as a top priority for digital marketers, according to Mondo. Only 17% indicated their websites are already optimized for search or have plans to implement changes in the next 12 months. Thirty-five percent have or plan to optimize their websites for visual search.

Digital marketers ranked audience targeting (86%) as the top component informing their paid search strategies in the next year, with keywords (83%) and remarketing (76%) also ranking high on the list of priorities.

While more devices with voice activations continue to enter the market, marketers might not be fully prepared for a shift towards voice search. With video currently sitting at the top of the marketers’ wishlist, we can’t let emerging search trends fall by the wayside.

More on the news

  • GDPR compliance is a high priority for 55% percent of those surveyed.
  • Fourty-one percent of respondents cited artificial intelligence or machine learning technologies.
  • Reactive design was also ranked by 38% of respondents as a high priority in 2019-2020 marketing plans.
  • Earlier this year, the IAB and eMarketer reported that advertisers are expected to dedicate more than half of video budgets to original content this year.

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Microsoft acquires e-commerce advertising vendor PromoteIQ /microsoft-acquires-e-commerce-advertising-vendor-promoteiq-320281 Mon, 05 Aug 2019 19:18:23 +0000 /?p=320281 The sponsored products platform will be a division of Microsoft Advertising.

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Microsoft has acquired vendor marketing platform PromoteIQ. PromoteIQ is an automated product marketing platform that enables brand manufacturers to run sponsored ads on participating retailers’ e-commerce sites to generate visibility and revenue from those sites. The company offers analytics dashboards both retailers and advertisers to track campaign performance.

Sponsored product ads bought through PromoteIQ appear on retailer’s e-commerce sites. Image: PromoteIQ

The capability is similar to that of HookLogic, which was acquired in 2016 by Criteo. Google experimented with running its product listing ads on retailer sites through a program called AdSense for Shopping, but it hasn’t gone anywhere since launching in 2014. Amazon, and now Walmart, have their own sponsored product ad offerings.

Why we should care

Programs aimed at supporting retail customers is an area of focus for Microsoft, and the PromoteIQ acquisition fits into this effort. Microsoft is looking to pair its AI and machine learning technologies with PromoteIQ’s targeted ad placement capabilities and expects the integrations to be completed later this year. Additionally, it can help Microsoft Advertising address consistent calls from advertisers for more reach.

Microsoft Advertising offers product ads on Bing.com, but its limited reach put its reach behind Google and Amazon. PromoteIQ’s portfolio of clients includes thousands of global brands and retailers.

“PromoteIQ has pioneered the private marketplace approach to digital vendor marketing. PromoteIQ’s technology strategically complements Microsoft’s current retail advertising offerings, and together, we can enable retailers with a portfolio of technology solutions to modernize their e-commerce platforms and maximize their monetization opportunity,” said Rik van der Kooi, corporate vice president of Microsoft Advertising.

More on the news: 

  • PromoteIQ will keep its own branding and become a division within Microsoft Advertising.  Terms of the deal have not been provided at this time.
  • Kroger, Kohl’s and Overstock.com are among PromoteIQ’s current retailer customers.  
  • PromoteIQ advertisers include Sony, P&G, Kraft and HP.

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