Page 5 of 6

nielsen-300x168

Nielsen Nugget: Technological Changes Drive Changes in Media Usage

nielsenThere’s an interesting graphic this week from respected media measurement company Nielsen.

The graphic tells the story of the “current state of the media universe,” a universe now full of choices for consumers of media, scanning the spectrum from TV to radio to mobile and social media platforms.

“Like the cosmos, which is contemplated much in current times, the proliferation of devices and the abundance of media choices is presenting endless options for the consumer and endless challenges and opportunities for the marketer,” notes Nielsen.

Nielsen no longer just tracks home viewers of television, as it once did. The company’s mission is — as the company notes — to total up “audiences across devices and burgeoning viewing platforms.”

One notable find from Nielsen? Consumer engagement is definitely growing.

Check out the graphic here to see what’s happening in a variety of market segments.

The post Nielsen Nugget: Technological Changes Drive Changes in Media Usage appeared first on Mobile Marketing Watch.

Mobile Marketing Watch

Let’s Talk About Pardot And Data.com

Since we’re both a part of the Salesforce family, we get a lot of questions about using Pardot with Data.com. Strategically combining these two tools can help you get a more complete view of your prospects and better understand their needs. You can use this “bonus data” to refine your segmentation and offer a better customer experience through personalized campaigns and a warm sales approach.

Pardot’s Permission-Based Marketing Policy states that we require permission based marketing, meaning you can only send email to those that have opted in to receiving email. Data.com is what’s known as an opt-out database, meaning information is obtained by Data.com, but the option is given for people to remove themselves from that database. There are many articles explaining why it’s a bad idea to purchase email lists and immediately send email to those purchased prospects, and no reputable email service provider will allow you to immediately send email to a purchased list. However, that doesn’t mean you can’t benefit from this treasure trove of information, as long as permission is explicitly obtained first.

So, how can your sales and marketing teams take advantage of the myriad capabilities of Data.com, while staying in compliance with the requirements of the email industry? Today, we’ll outline correct and incorrect usage of Data.com with Pardot, so you can start using Data.com to enrich your overall marketing.

Using Data.com Clean

The best way to use Data.com with Pardot is to fill in the gaps in information for any prospects that you’ve already obtained through something like a form or a tradeshow. Say you have basic contact information, like their first and last name, their email address, and their company, but you’d really like to know their company address or their phone number. There are two ways to do this with Data.com:

  • Within Pardot, you can use the Data.com icon next to the prospect’s name. If you click on the icon, the prospect’s information will be compared to information from Data.com Connect — the free contact data service — and any additional or different information will be made available in Pardot. This does not require a Data.com subscription, but do keep in mind that that this is only contact-specific data, so it will not include the company-specific information that is available through the Data.com Clean subscription service.
  • If the prospect is syncing with Saleforce, you can use Data.com within Sales Cloud to automatically match and enrich the prospect record with the rich set of details available from Data.com (i.e. industry specification, company profile information, corporate parent linkage, etc.). By doing this, you will have a more complete profile for the prospect and that information will flow into Pardot on the next sync cycle. You can then use this additional information to route the prospect into precisely targeted marketing campaigns, as well as to determine if the prospect should be fast-track routed to a specific sales rep or team.

These methods are updating already existing information from prospects that have explicitly opted in, so you can be in compliance with the policy and still use your Data.com subscription.

Using Data.com Prospector

Data.com can be used to generate new leads that your organization can contact. Let’s review the correct way to include Pardot and Data.com Prospector in your lead generation plan.

  • The correct way is to put these leads in the hands of Business Development Reps or cold-callers who can first make contact with the prospect, and then if they are interested and agree to opt in to receiving email, add them to Pardot lists for emails and/or nurturing. Because you have had previous contact with these prospect, you are allowed to send them messages to help move them through the sales funnel.
  • The incorrect way would be to use Data.com as a cold lead generator for email purposes. Given the terms stated in the Permission-Based Marketing Policy, customers can not pull in prospects through Data.com and immediately add them to Pardot lists for emails and/or nurturing without first obtaining their permission. By not following best practices, you’re also running a significant risk for getting your IP address blacklisted, which can lead to significant email reputation damage. Instead, you should follow the best practices outlined above, to first obtain permission prior to sending email. By obtaining explicit permission prior to sending email, you can reap the benefits of the Data.com database while staying in compliance with Pardot’s Permission-Based Marketing Policy and keeping your email reputation high.

Overall, Data.com and Pardot are a fantastic combination, especially if you’re using Data.com to better understand your prospects, and Pardot to convert them to customers.

Want to learn more about how Data.com and Pardot can be used to personalize your marketing communications and sales pitches? We’ve got a tremendous e-learning module below!

Email Marketing – Pardot

gd-twism-8-27-16-600-150x79

Facebook Slideshow Ad Enhancements: This Week in Social Media

gd-twism-8-27-16-600

Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention. What’s New This Week Facebook Rolls Out New Features for Slideshow Ads on Facebook and Instagram: Facebook introduced new features to the […]

This post Facebook Slideshow Ad Enhancements: This Week in Social Media first appeared on .
– Your Guide to the Social Media Jungle

mobvista-300x200

Consolidation is Rampant in 2016 Marketing Technology Industry

mobvistaWhile the years 2014 and 2015 were each once heralded as “the year of ad tech consolidation,” 2016 may easily blow away anything previously witnessed in this sector. Those years, it appears, were just the warm-up.

Merger and acquisition (M&A) moves in the marketing technology, advertising technology, and digital content sectors have mushroomed in 2016 as visionary firms seek to offer a panoply of complimentary services.

In the first quarter of this year, there were 72 M&A events — reportedly the second-highest quarter for such activity since early 2015. Digital content sector transactions alone spawned 34 of them, with seven pegged at valuations of more than $ 100 million.

What’s the incentive for all of these consolidations? Basically, it streamlines things for marketers when they can get most of or all of the services they need from one provider. In tandem, companies that offer everything from a platform to ad serving technology, targeting technology, data analysis, and/or other services are better positioned to grow and prosper.

Mobile, of course, is the driving force. In fact, researchers forecast that by 2019, mobile ad spending will rise to $ 65.87 billion and will constitute 72.2 percent of total digital ad spend. It will result in substantial demand for digital marketing and advertising services. That’s a huge incentive to companies that want to serve digital marketers.

While decreased competition can be a common drawback of consolidations (more than a few watch acquisition moves by giants like Facebook and Google with some trepidation), there are also benefits: increased standardization, better ad quality, clarity and consistency for marketers, and more a more efficient menu of tools for digital advertisers.

What company is among the best of the digital firms pursuing an M&A strategy? One notable contender is Mobvista. Earlier this year, this shrewd and forward-thinking Asian mobile ad platform — a leader in its market space —  purchased Denmark-based GameAnalytics, a behavioral analytics platform for game developers.

“The acquisition will help China’s Mobvista extend its international reach and help game developers simplify their businesses by providing an ad-tech platform that helps drive revenue and lifetime value,” noted a report from Venture Beat that heralded the acquisition. “Mobvista said it chose GameAnalytics for its rich player insights, which complement Mobvista’s proprietary ad tech and unique native ad mediation service.”

Today, Mobvista is well positioned because of its resources and talent to capitalize on rich market opportunities made possible by the company’s far-sighted steps in recent years. The Chinese ad platform is now in rapid expansion mode after its success in user acquisition and app monetization.

It has been a short but very busy journey for Mobvista. When the firm first started in 2013, it specialized in helping app companies achieve user acquisition in key regional markets such as Southeast Asia, the United States, and India.

According to Mobvista’s VP for business development Yuan Xi, the company was “privileged” to benefit from the growing mobile market and globalization trend in China.

“Advertising beyond the China market was a major trend within the Internet industry in China during that time,” explained Xi. “Some big names in the industry, like Baidu, Alibaba, and Tencent were our initial clients. Through the campaign solutions (we) provided, these clients saw our capabilities in app marketing.”

In recent months, the company has diversified its clientele (it now serves a global roster of companies) and now offers them more comprehensive and innovative marketing solutions. Currently, Mobvista has established 11 offices globally (FYI:Hong Kong / Guangzhou / Beijing / San Francisco / New Delhi / Singapore / Minneapolis / SartellJarkata / London / Copenhagen), with local teams based in every major market. Some of its clients include Uber, Paytm, VNG, Lazada, etc.

We’re told that overseas business accounts for 40% of total revenue.

“We’ve evolved from a business-driven company to a technology-driven company, offering our clients top-notch advertising solutions in the industry, through ensuring higher efficiency and precision, and introducing automated solutions in our marketing process,” Xi said.

One move Mobvista made right away was to purchase NativeX, a U.S.-based mobile advertising platform that offers native ad technology for mobile apps and games.

“End-consumers prefer native advertising to banner popups within the app, as the experience is less intrusive and follows the form of the app or even the news feeds,” Xi explained. “We’ve received feedback from our clients that the consumer experience has been positive with native advertising, and we believe that native advertising will reign in Asia for some time.”

In a mobile marketing universe dominated by internet giants, Mobvista has gained a firm foothold in industry rankings. One reason is that Mobvista’s traffic currently takes in more than 240 countries and regions. Its robust development —backed by its business model and strategy — is rarely seen in the competitive mobile marketing industry. In fact, in the AppsFlyer Performance Index released in February, 2016, Mobvista ranked Number 3 in the Android Ranking (non-gaming) following Facebook and Google AdWords and Number 1 in Asia. As for its iOS strength, Mobvista was the only Chinese advertising network included in this ranking for two consecutive quarters.

Now finalizing a funding round of U.S. $ 100 million in order to pursue further digital tech prowess, Mobvista already offers a variety of performance-based SSP ad formats, including Native Feed Ads, App Wall, Rewarded Video, and Interstitial. Working with 10,000 publishers, the company handles 15,000 apps and boasts a 97 to 99 percent fill rate. Ads requested top 5 billion.

In addition, Mobvista’s precise targeting pipeline is powered by three terabytes of data. Its user-based targeting is ideal for marketing campaigns based on location. Workflow is automated and optimized via an advanced algorithm.

Mobvista’s technologically advanced mobile ad platform — which benefits from user targeting based on customer objectives — helps a variety of clients.

“As a critical component of our full stack product strategy, our self-developed native ad mediation platform enables advertisers to target users more precisely and thus lower the cost of user acquisition. For publishers, this product substantially increases their yielding. What we are offering is a one-stop solution for app developers: from user acquisition, data analysis to app monetization, uderpinning this whole process is a SaaS model,” said Xi.

Mobvista is one of a roster of firms focused on smart acquisitions designed to create value for clients, as Snapchat did when it acquired Bitstrips (for an estimated $ 100 million) and Microsoft as it scooped up mobile keyboard firm Swiftkey (for an estimated $ 250 million).

And the beat will go on. Analysts tracking merger and acquisition activity suggest that marketing technology firms associated with activity like data analytics are likely targets for future deals we may see in 2016.

There’s no way to perfectly foretell the future, but two things are certain: there will be amazing new digital technologies and consolidations will bring them together for marketers. And one more thing: Mobvista will remain at the center of this whirlwind.

The post Consolidation is Rampant in 2016 Marketing Technology Industry appeared first on Mobile Marketing Watch.

Mobile Marketing Watch

Inspiring_B2B_Campaigns-Blog_Ad_675x200

3 Email Subject Line Ideas to Delight Your Database

Over 205 billion emails are sent every single day. No, that’s not a typo — two hundred five billion. With that staggering number in mind, how can B2B marketers make sure our emails cut through the clutter?

Here’s the thing: 33% of people open emails based on subject line alone. The subject line is our email’s first impression on every busy business prospect, so we’ve got to make it count. That’s why the words you choose can make or break your email marketing. Let’s take a look at three categories of emails subject lines and how great marketers make them stand out.

1. The Personalized Promo

Have you tried personalizing your email subject lines using marketing automation? You can include the recipient’s name, company name, job title, location, or virtually any other data you have about them simply by using variable tags in the subject line.

But that’s not the only way to personalize your email subject lines. If your database is segmented by the products contacts have shown interest in, you can send personalized promo emails based on that information. For example, one list can receive a subject line that says “Looking for a deal on Widgets? You’ll want to open this!” while another gets a similar email promoting a deal on Whoozits. Just make sure to use the Recency and Frequency rule type in Pardot to ensure that contacts who are on multiple lists don’t receive a flood of emails.

Tip: Avoid spammy words in your promotional subject lines! Words and phrases like bargain, profits, and CLICK HERE! are likely to trigger the spam filter. Learn more in our Spam Words Reference list.

 

2. The Autoresponder

I’ve found that most autoresponder emails I receive when I download a piece of gated content stick to a standard “Thanks for Downloading ____” format. There’s nothing wrong with that — it does get the point across, after all — but I’m always pleasantly surprised by subject lines that mix it up a little bit.

For example, I recently downloaded some content from Simply Measured. The autoresponder’s subject line said, “Your Simply Measured guide is ready!” This is a bit more exciting and personal, and it creates a sense of urgency; my guide is ready to read! And it worked; I clicked the email right away instead of letting it get lost in the depths of my inbox.

3. The Content Roundup

I always look forward to MarketingProfs’ daily content roundup emails, in part because I know exactly when I’m getting when I open them. The subject lines plainly and succinctly list several of the topic in the email, and there’s always something included that I’m interested in learning more about. Here’s one of their recent subject lines:

Online Reputation | Not Everything Has ROI | Email Competitiveness | In-Demand Freelance Skills

There you have it. In just eleven words, the team at MarketingProfs has effectively captured the attention of readers interested in four distinct topics.

Tip: Keep your subject lines short. Subject lines with 6-10 words tend to have the highest open rates. (Inc.com)

 

Conclusion

In a sea of unread emails, it takes some work to get noticed. Fortunately, with some smart copywriting and the right technology, you’ve got the tools you need to delight your database — and your CMO!

If you liked the examples of successful email subject lines in this post, grab our new e-book, 7 Inspiring B2B Marketing Campaigns. It’s full of examples of incredible marketing campaigns and tips for replicating their success with your own team!

Click here to download 7 Inspiring B2B Marketing Campaigns

 

 

Email Marketing – Pardot

Unstock_Your_Photography

How to ‘Un-Stock’ Your Photography: 8 Examples That’ll Change the Way You Choose Photos

Unstock_Your_Photography.jpeg

With 46% of marketers reporting that photography is critical to their current marketing and storytelling strategies, it should come as no surprise that quality photos are in high demand.

Trouble is, most commercially available photos on the internet were taken to visualize broad overall concepts rather than concrete messages. That means they can be used in all sorts of campaigns … but also end up looking generic.

Think of all the photos of smiling receptionists and perfectly suited business leaders you’ve come across. These images may compete for attention, but often fail to register, simply because your customers can’t identify with them. Download the free stock photos you've been searching for here. 

See Too: How to buy real youtube views cheap?

As a marketer, you can cut through the noise by using images that more closely relate to your audience. It’s what we call “real photography” here at EyeEm: Unique captures, delightful moments, and surprising perspectives. Images that are more concrete will resonate with audiences much more powerfully since they show real life rather than staged situations.

To visualize what we mean, we put together a handful of generic images alongside a ‘real’ counterpart sourced from our community of photographers. The proof is in the pictures, but we’ll let you see for yourself …

8 Examples of Authentic Imagery For Your Campaigns

1) Business

When it comes to business-related photos, there’s no shortage of clichés. Rather than deciding on an overly clean, generic image like the one below of the woman holding an “open” sign, dig deeper for something more authentic — something that tells a story.

You’ll notice that our suggestion ties in a more personal side of business by highlighting two people working together on a project. You can see the emotion in the woman’s face, as she uses her hands to explain something to her coworker in a seemingly authentic exchange.

Do This:

Business_RelationshIp_EyeEm.png

Source: Sebastian Kopp via EyeEm

Not This:

Business_Stock.png

Source: Pexels

2) Technology

Technology is notoriously hard to visualize, since a concept like “connectivity” is quite abstract. Old-school stock photography usually puts people next to the tech to achieve that connection, but the results are clumsy and constructed. Or worse, they add in a weird futuristic digital overlay like the image below.

Our suggestion is inspired by contemporary social media culture — and it’s more recognizable. It also features soft focus, natural lighting, and it shows a person truly interacting with the technology.

Do This:

Real_Tech.png

Source: Moritz Otto via EyeEm

Not This:

Screen_Shot_2016-08-22_at_9.07.04_AM.png

Source: 123rf.com

3) Travel

Let’s be honest: When we the last time you went on vacation hoping to come home with a suitcase full of sand? In many cases, travel photos are just plain corny, and they lack the excitement and sense of wonder that comes with exploring new places.

These days, customers’ attention can much more effectively be captured by showing the actual experience of travel, as depicted by our suggestion below. The shot shows the view from a window on an airplane. It captures that thrilling feeling of embarking on a trip — a feeling that many people can easily relate to.

Do This:

Travel_EyeEm_Photo.png

Source: Dina Alfasi via EyeEm

Not This:

Vacation_123rf.png

Souce: 123rf.com

4) Happiness

According to one study, pictures with smiling faces can positively impact conversions. Trouble is, while picturing happiness with a simple smile might have worked in the past, it has long become a tired cliché.

While the image of the group of people smiling in brightly colored shirts feels forced, our suggestion reads more natural, as it radiates a positive emotion while including an interesting element of movement. The image looks like a snapshot, taken in a genuine moment of fun and togetherness.

Do This:

Screen_Shot_2016-08-19_at_12.56.02_PM.png

Source: Sasha Dudkina via EyeEm

Not This:

Screen_Shot_2016-08-22_at_9.12.03_AM.png

Source: 123rf.com

5) Office

Representing an office by the tools one might (or might not) use there looks incredibly staged. It’s better to show context.

In this case, the image we suggested shows a creative space of a freelancer, with a pleasing color palette to underline the tranquility and focus of the workplace.

Do This:

Office_Environment.png

Source: @dersash via EyeEm

Not This:

Office_Stock.jpg

Source: Pexels

6) Phone

Most images of phones show people awkwardly handling them, presenting their devices in a way nobody in real life would. Exhibit A: The image below of a young girl holding up her phone with a blank screen. 

Now, notice how our suggestion sets highlights the phone without feeling forced or cheesy. The person in the image is shown using the phone in a really natural way, and it’s easy to identify with — after all, who doesn’t love taking photos of their pets?

Do This:

Phone_EyeEm_Photo.png

Source: Markus Spiering via EyeEm

Not This:

Phone_girl.jpeg

Source: Pexels

7) Productivity

Being productive isn’t about doing many things at once, as the photo on the left suggests — but about focus and a clear sense of what matters. (Check out this free guide for tips on how to be more productive.)

While the stock photo below is just plain creepy, our suggestion shows a woman at work, with her focus being underlined by the headphone she wears. It also uses much softer, natural light to remind the viewer how common this activity is.

Do This:

Productivity_EyeEm.png

Source: @jedrzej via EyeEm

Not This:

Productivity_Stock.png

Source: 123rf.com

8) Leadership

Leadership is all about building trust and establishing credibility. Unfortunately, leadership-inspired photos often miss the mark.

The photo below portrays an artificial and thereby very conventional idea of what leadership looks like. To combat that, we choose an image that while more loosely related to the idea, manages to demonstrate the emotive aspect of leading a team.

Do This:

Leadership_Photo.png

Source: Inbal via EyeEm

Not This:

Leadership_Stock.png

Source: 123rf.com

What are you best tips for unstocking your stock photography? Share them with us in the comments below.

80 royalty-free stock photos


HubSpot Marketing Blog