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How to influence the purchase decisions of your target market - Biznology

How to influence the purchase decisions of your target market - Biznology | The MarTech Digest | Scoop.it
Be innovative

Use social media

Practice reciprocity

Price it right

Establish authority

Appeal to emotion
CYDigital/marteq.io's insight:

How to influence the purchase decisions of your target market - Biznology

 

Not just platitudes, but real meaty direction.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Facebook Messenger chatbots follow HubSpot Motion AI acquisition - TechTarget

Facebook Messenger chatbots follow HubSpot Motion AI acquisition - TechTarget | The MarTech Digest | Scoop.it
Two types of bots will be used most of the time, said HubSpot CMO Kipp Bodnar in a presentation outlining the coming integration. One, a utility bot, will help do recurring tasks, such as research, like Facebook's GIPHY bot that suggests animated GIFs to go with messages and posts; the other, transactional bots, expire when a transaction is complete, such as a package tracker rendered irrelevant once an order is delivered.

This starts with Facebook Messenger chatbots because that's where everyone is, he explained, and because the integration is tight.
CYDigital/marteq.io's insight:

It's dawned on me that we may now have the killer app that may convert communication over from email to messaging: chatbots (or bots in general).

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Is B2B Marketing and Sales Messaging Improving? - MarketingProfs

Is B2B Marketing and Sales Messaging Improving? - MarketingProfs | The MarTech Digest | Scoop.it
Most B2B buyers say marketing and sales communications they receive have improved in recent years - but there's plenty still wrong. See what B2B buyers say about your messages.
CYDigital/marteq.io's insight:

Well, this is encouraging!

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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The Quest For The Holy Grail Of Team Messaging Apps: Finding Your Perfect Solution · Forrester

The Quest For The Holy Grail Of Team Messaging Apps: Finding Your Perfect Solution · Forrester | The MarTech Digest | Scoop.it
Let’s walk through an example of an enterprise searching for a new team messaging solution. One large technology company observed their development community using both Slack and Hipchat. At the same time, the rest of the organization had very deep integration with Cisco’s Unified Communications products. They went “halfsies” to find the best solutions for each group: HipChat was standardized for the developers, and Cisco Spark across the rest of the organization. This is an example where you need to embrace the energy coming from the employees, yet at the same time work toward an enterprise standard. In this case, it resulted in choosing two! It may not be about finding the perfect solution for all enterprise messaging needs – it’s about finding the solution(s) right for your enterprise.

So what does the future of team messaging apps look like? Right now, it’s a “flash point” of overlap between so many different categories of the Enterprise Collaboration market. The future is ultimately a consolidation of vendors, and the likelihood that “mega” vendors like Microsoft and Google come out on top. Looking forward, we’ll see improvements in cloud-based analytics tools that sift through and prioritize work, team content, and activities to help employees become more productive. AI and machine learning may play a role in the future of team messaging apps for enterprises, but we are still in the early stages of AI integration into those tools.
CYDigital/marteq.io's insight:

Why standardize on a messaging platform? One word: security.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact marketingIO to see how. #MarTech #DigitalMarketing

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How to score more leads with the B2B messaging equation - Econsultancy

How to score more leads with the B2B messaging equation - Econsultancy | The MarTech Digest | Scoop.it
Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.
CYDigital/marteq.io's insight:

Dark marketing clouds ahead? Let us help you see clearly. Contact us. #MarTech #DigitalMarketing

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The 5 Best Messaging Apps for Marketing in 2017 - HubSpot

The 5 Best Messaging Apps for Marketing in 2017 - HubSpot | The MarTech Digest | Scoop.it
Messaging apps aren't just for messaging anymore. Check out the 5 best messaging apps marketers should use today.
CYDigital/marteq.io's insight:

For B2B, it's Slack...for now.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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eMarketer Releases Latest Estimates for Worldwide Messaging App Usage - eMarketer

eMarketer Releases Latest Estimates for Worldwide Messaging App Usage - eMarketer | The MarTech Digest | Scoop.it
The number of mobile messaging app users worldwide is still growing at a significant rate
CYDigital/marteq.io's insight:

Would love to see a B2B split.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Advanced social technologies and the future of collaboration | McKinsey & Company

Advanced social technologies and the future of collaboration | McKinsey & Company | The MarTech Digest | Scoop.it
The next generation of social technologies is beginning to transform the way people communicate and work with each other, according to a new survey.
CYDigital/marteq.io's insight:

CT for the details. But it points to the inevitable move away from email.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Next up for CRM? Customer Retention Through Contextual Messaging - InformationWeek

Next up for CRM? Customer Retention Through Contextual Messaging - InformationWeek | The MarTech Digest | Scoop.it
But a less flashy, more labor-intensive practice is gaining steam and yielding big ROI: the individuation of messaging to customers. The once-unthinkable challenge of marketing to customers with virtual one-on-one content presentation is now doable, thanks to the growing ubiquity of analytics and the increasing sophistication of social media platforms -- even when customers number in the millions.

Two techniques, leveraged in concert with one another, enable that virtual one-on-one connection: hypertargeting and microsegmentation.

Hypertargeting is the delivery of highly refined content to highly specific sub-groups in a customer population. The more specific the sub-group, the more refined the message. The idea is to craft content for customers in such a way as to make it seem intimate -- a personal communication, which makes the customer feel special.

Microsegmentation is the method by which the sub-groups to which hypertargeting is applied are defined. CRM has gotten better and better at this, as more and more data pours into the process. The original foundation was parsing populations by demographics. It's effective, but general. Next came personal profile data, served up by social media, identifying everyone's favorite this or that. Finally, as analytics have burrowed more deeply into CRM, patterns of behavior have expanded from buying histories to online travel patterns. In short, it's possible to know an individual customer as well as or better than they know themselves (as a customer).
CYDigital/marteq.io's insight:

#MarTech #DigitalMarketing

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Messenger Apps for Business: How to Use Chat for Marketing - Hootsuite

Messenger Apps for Business: How to Use Chat for Marketing - Hootsuite | The MarTech Digest | Scoop.it

"What’s the best messaging app for your business? That depends on who you want to reach and where in the world they live.

  • WhatsApp
  • Slack
  • Facebook Messenger
  • WeChat
  • Kik
  • Line
  • KakaoTalk"
CYDigital/marteq.io's insight:

I added Slack, for all the right reasons.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Should You Get Rid of Your Website's Lead Forms? - ConversionXL

Should You Get Rid of Your Website's Lead Forms? - ConversionXL | The MarTech Digest | Scoop.it
With the rise of messaging, the traditional approach of forcing people to fill out forms and following up via phone or email is losing favor.

In order to optimize for long-term growth, marketing and sales teams need to adapt to changing customer communication preferences.

The future of lead generation might not be entirely form-less, but it seems likely that messaging will play a more and more significant role. And thanks to bots, using messaging for lead capture campaigns is not only possible, but scalable.
CYDigital/marteq.io's insight:

Why important?: It's probably time to consider augmenting forms with FB Messenger, Slack or bots. At the very least...TEST!

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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6 Questions to Validate a Digital Marketing Message - AlleyWatch

6 Questions to Validate a Digital Marketing Message - AlleyWatch | The MarTech Digest | Scoop.it
  • How does this solution solve an existing problem? 
  • How does this solution provide a competitive advantage? 
  • How does this solution make the customer a visionary/market leader? 
  • How does this solution enable a significant value exchange? 
  • How does this solution represent an exclusive opportunity? 
  • How does this solution increase performance and productivity? 
CYDigital/marteq.io's insight:

Bottom line: Even batting .500 gives your messaging a significant advantage.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Marketing in Messengers: a Brief Introduction - SEMrush

Marketing in Messengers: a Brief Introduction - SEMrush | The MarTech Digest | Scoop.it
Viber has more than 800 million active users.

Telegram is one of the newest messaging apps on the market, but it has been one of the fastest growing messenger apps. It has more than 100 million users worldwide, with 350,000 signups daily. Although it’s not very popular in the US and other English-speaking countries primarily dominated by Facebook Messenger and WhatsApp, 

Facebook Messenger has over 1 billion MAU. That is a lot of people to reach out to! Unfortunately for my fellow marketing specialists, Messenger doesn’t have many marketing opportunities just yet, although the general trend seems promising and Facebook has been testing out new advertising features recently.
CYDigital/marteq.io's insight:

Our recommendation: it's not there yet, but it will be and may very well be the smart alternative to email. The mystery curve ball is Slack. So in the interim, continue to do your research and stay atop of trends.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Empathy Is Key To Engaging B2B Buyers - Forrester

Empathy Is Key To Engaging B2B Buyers - Forrester | The MarTech Digest | Scoop.it
Simply put, the customer needs to be the primary design point for your content strategy – and your website will be the right place to foil content devils with great execution details. Buyers spend more time online researching and buying products, which means your content marketing practices must keep pace.

CYDigital/marteq.io's insight:

Blocking and tackling...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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New Report Shows Four Out of Five B2B Companies Invest Less Than 30 Percent of Their Marketing Budget on Customer Retention Messaging - CorporateVisions

New Report Shows Four Out of Five B2B Companies Invest Less Than 30 Percent of Their Marketing Budget on Customer Retention Messaging - CorporateVisions | The MarTech Digest | Scoop.it
Nearly 80 percent of companies spend less than 30 percent of their time and budget on customer retention-focused messaging and content, according to Corporate Visions' State of the Conversation Report, "Customer Retention and Renewal Messaging: Mission Critical, But Missing in Action."

What's more, the report found that 42 percent of respondents say their companies invest less than 10 percent of their marketing budgets on renewal messaging efforts.

Interestingly, the survey reveals that nearly 60 percent of B2B professionals don't think the messaging for their renewal conversations should differ from their customer acquisition messaging—a finding that flies in the face of recent Corporate Visions academic research, which found that the messaging strategies that work best for winning new customers are not effective for securing renewals.
CYDigital/marteq.io's insight:

The report is free without a reg form.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Marketing via Messaging Apps to Get Harder in Europe - eMarketer

Marketing via Messaging Apps to Get Harder in Europe - eMarketer | The MarTech Digest | Scoop.it
Last month, the European Commission announced proposed changes to the ePrivacy Directive, a set of rules that regulate how companies collect data online about residents of EU member states. The new proposals will bring messaging, email and voice services under this banner, forcing such platforms to seek the explicit consent of users before being able to use their data for advertising purposes.

At the moment, messaging platforms are largely ad-free—Facebook Messenger allows sponsored messaging, but only if a brand is already part of an open conversation with a consumer. Given the scale and reach of these platforms, there’s clear opportunity to do more. But regulatory changes may curtail any grand plans these platform providers might have to expand marketers’ options.
CYDigital/marteq.io's insight:

Word to the wise: When marketing into the EU, triple cover yourself.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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The Three Cs of Messaging and Positioning in Marketing: Pick Any Two - Gartner

The Three Cs of Messaging and Positioning in Marketing: Pick Any Two - Gartner | The MarTech Digest | Scoop.it
Clear, compelling or complete: pick any two.

You see, while each of these things are important aspirations, they often work at cross purposes. Your efforts to be clear are undermined by your efforts to be complete, which are undermined by your efforts to be compelling. Something has got to give.

Because when you aim for clarity you’re forced to leave something behind. Same is true when compelling is your goal. You simply can’t capture it all and expect it to be each of these things.

As I’ve said before, positioning is an exercise in sacrifice. It’s bound by constraints. And when you try to defy these immutable laws, you end up with messaging that fails on each of these dimensions.
CYDigital/marteq.io's insight:

All sitting on a base of Concise.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Health check tells you how effective your positioning really is - Messages That Matter

But no matter how much time you spend on positioning, you’ll fail to do it right unless your positioning statement makes a benefit claim that solves an important customer problem. You can claim a position by using your positioning statement as the central theme for everything you do in marketing. But only if you repeat your position so often you get sick of it. That’s because the decision making part of the brain notes as important claims that are repeated and remembers them.

Lack of repetition – common to many of the 24 websites I examined – is one of the biggest positioning mistakes B2B software and technology marketers make. They come up with a compelling claim on their home page, but never use it again or repeat it anywhere on the website.
CYDigital/marteq.io's insight:

CT for a 12 point audit program.

 

marketingIO’s MarTech Managed Services drives more leads faster. Contact us to see how. #MarTech #DigitalMarketing

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Six Reasons Why Your Positioning and Messaging Probably Isn’t Working - Gartner

Six Reasons Why Your Positioning and Messaging Probably Isn’t Working - Gartner | The MarTech Digest | Scoop.it
  • Buzzword bingo
  • Verbosity and smart talk
  • Special snowflake syndrome—I see companies that grow rather fond of their own secret sauce. 
  • Hoarder complex—Their messaging becomes a catchall of everything that was every uttered or thought, a potpourri of ideas present and past. 
  • FOMO—Marketers often attach their wares to whatever trend is drawing heat and light, diluting its meaning for themselves and others. 
  • Me-too
CYDigital/marteq.io's insight:

Not having a fun time with IT? Contact us: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

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6 Steps For Creating Messaging Customers Will Actually Respond To – Qualaroo

6 Steps For Creating Messaging Customers Will Actually Respond To – Qualaroo | The MarTech Digest | Scoop.it
1. Segment out Your most Dedicated customers
2. Find Your Product’s Key Benefit to your most dedicated customers
3. Discover Your most dedicated customers’ signup Intent
4. Crowdsource Your Product Description from your most dedicated customers
5. Put the product description, intent and promise on Your Homepage
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How to Add Real-Time Communication to Your Existing Marketing Stack - Kissmetrics

How to Add Real-Time Communication to Your Existing Marketing Stack - Kissmetrics | The MarTech Digest | Scoop.it

"How to Get Started With Real-Time Communication

  • Live Chat on your Site
  • Messaging support
  • Chatbots


How to Get Started

  • Make a comprehensive communication plan.
  • Set up a dedicated service team.
  • Empower frontline employees.
  • Set up communication guidelines. 
  • Play together with your other channels.
  • Track key metrics."
CYDigital/marteq.io's insight:

Stunning chart. Messaging is the first line of offense for Customer Experience.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Why LinkedIn sees messaging (and bots) as the next frontier for networking - VentureBeat

Why LinkedIn sees messaging (and bots) as the next frontier for networking - VentureBeat | The MarTech Digest | Scoop.it
LinkedIn says that more than half of its members interact with messages weekly, but that wasn’t originally the case. Until last August, the service’s message tool was rather archaic, falling behind the instant messaging-like feature users enjoyed on Facebook Messenger, Kik, and Skype — it was the equivalent of an email service provider. To get Messaging where it is today, LinkedIn utilized the team and technology from two acquisitions: pre-meeting intelligence startup Refresh.io and meeting collaboration tool Mumbo.

LinkedIn’s goal is to continue driving engagement to messaging, something it teased on Thursday. Mark Hull, LinkedIn’s senior director of product management claimed that LinkedIn has become a meaningful member-to-member format because it’s not a medium that’s flooded with marketing messages.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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The Future Of Messaging Apps - Forrester

We expect messaging apps to play a key role throughout the customer life cycle but more specifically to enable brands to deepen conversations with their customers during the retention phases. Why? Because messaging apps combine the three keys to powerful relationships in any digital environment: frequency of use, emotional connection, and convenience.

While Asian messaging apps such as WeChat or Line are the most advanced, Facebook is really the only one that competes at scale, due to its combined reach of WhatsApp and Messenger. Innovation in adjacent technologies (natural language processing, semantic search,…), especially machine learning and Artificial Intelligence, will blur the lines between messaging apps, bots, and voice-based intelligent agents. But because messaging apps have more users engaged for more minutes today, they will be a dominant platform through which people will first experience and refine their expectations of AI-based tools. 
CYDigital/marteq.io's insight:

Watch. This. Space.

 

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The 3 Waves of 1:1 Messaging Software & Why Marketers Need To Adapt - Drift

The 3 Waves of 1:1 Messaging Software & Why Marketers Need To Adapt - Drift | The MarTech Digest | Scoop.it
Learn how 1:1 messaging has evolved and discover why marketers should be paying more attention to today's messaging app ecosystem.
CYDigital/marteq.io's insight:

TREMENDOUS article. Please CT for the details.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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What The Rise Of Supercharged Messaging Apps Means For CMOs - Forbes

What The Rise Of Supercharged Messaging Apps Means For CMOs - Forbes | The MarTech Digest | Scoop.it

"We’ve already seen some pilot programs and interesting hints as to what the future may look like:

  • Facebook Messenger added features that enable users to send and receive money.
  • WhatsApp partnered with Starwood Hotels to allow guests to communicate with the brand. They can arrange wake-up calls, make reservations, and order room service within the app.
  • Third-party travel agency Pockettour has been built on top of Viber, enabling users to book travel and coordinate with guests.
  • Line launched an Uber-like service in Japan. In the US, you can complete the entire Uber experience within Messenger.


Probably the most significant development on the horizon, however, is chatbots."

CYDigital/marteq.io's insight:

Watch this space...

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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