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Don't worry CIOs: You still control tech spending - CIO.com

Don't worry CIOs: You still control tech spending - CIO.com | The MarTech Digest | Scoop.it
Forrester Research analyst Andrew Bartels says the degree to which business executives are putting CIOs in such precarious positions is up for debate because surveys don't paint the whole picture. In short, the statistics vary based on who is telling the tale, with respondents excluding some forms of technology from their consideration.

For example, U.S. business executives Forrester surveyed in 2016 claimed that 32 percent of their total technology purchases were made outside the purview of IT. But Bartels says this can't be accurate because he estimates that 70 percent of all technology spending is on MOOSE, or maintenance fees, outsourcing agreements, telecommunications services, operations and maintenance staff, as well as associated servers, storage, PCs and other hardware equipment IT typically controls. The remaining 30 percent of U.S. tech spending goes to new projects, where business involvement is greatest.
CYDigital/marteq.io's insight:

#1 Factor for CIO involvement: Cybersecurity. The CMO does not want to be on the hook for any lost data.

 

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

 

#MarTech #DigitalMarketing

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Martech budgets 2020: Increasing, varied investment, volume - Click

Martech budgets 2020: Increasing, varied investment, volume - Click | The MarTech Digest | Scoop.it
Chief Marketer released a “2019 Martech Outlook Survey” this week which reveals some interesting insight into the industry. The survey includes responses from both B2B and B2C marketers.

Key findings include:

54% of marketers think martech budgets will increase next year.
Many marketers (39%, the largest group) report spending 10-25% of their marketing budgets on martech.
Top choices of types of martech where people plan to invest in the next year are email, automation, and social media.
50% of marketers said their biggest frustration around purchasing is the volume of solutions in the market.
CYDigital/marteq.io's insight:

It's a mixed bag, but definitely lower than the past few years.

 

Curated by CYDigital: Empowering Marketers, One Blockchain at a Time https://cyd.digital #zeropartydata #martech #marketing

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Top 10 Customer Data Platform (CDP) Software Companies for 2020 | MarTech Advisor

Top 10 Customer Data Platform (CDP) Software Companies for 2020 | MarTech Advisor | The MarTech Digest | Scoop.it
A Customer Data Platform (CDP) is defined as a software that help present a unified, persistent and updated view of an individual customer, based on data from interactions across multiple channels, platforms and devices. Learn more about the top 10 CDPs for 2020 and beyond.
CYDigital/marteq.io's insight:

CT for details, but tread carefully: the technology is changing rapidly especially with blockchain around the corner.

 

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Top 10 Lead Management Software Systems for 2020 | MarTech Advisor

Top 10 Lead Management Software Systems for 2020 | MarTech Advisor | The MarTech Digest | Scoop.it
Lead management software can accelerate business growth. We analyze the 10 best software systems you can use in 2020.
CYDigital/marteq.io's insight:

CT for details, and put a pin in it.

 

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Forrester predictions for CMO role are dire, but there is hope for current CMOs - Marketing Land

Forrester predictions for CMO role are dire, but there is hope for current CMOs - Marketing Land | The MarTech Digest | Scoop.it
The role of the chief marketing officer (CMO) has been increasingly scrutinized in recent years. Dozens of CMO positions have been axed from some of the world’s most recognizable brands, including McDonald’s which replaced the role with a new SVP marketing technology position. CMOs who remain will need to prepare to handle even more pressure to prove their organizational value in 2020, says a new Forrester report.

In 2018 Forrester predicted a decline in Fortune 100 CMOs. Since then, organizations have started to part ways with CMOs, reallocating their responsibilities to leaders such as the CIO. 2020 is predicted to be a critical year for CMOs to deliver seamless customer experiences with their martech investments and, crucially, generate attributable revenue from those martech-enabled experiences. 

Martech spend continues to take a solid chunk out of CMOs’ budgets, and while spending slowed this year, the report warns that CMOs approach martech investments cautiously — and more strategically. “Rather than blindly dumping more money into tech spend, we’ve delivered growth with a strategy built around creative engagement with our customers through existing channels,” Chris Brandt, CMO of Chipotle told Forrester.
CYDigital/marteq.io's insight:

For years we've been warning you: with great spending comes great ROI. Prove it.

 

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MarTech Overtime: Building a new martech team from scratch - MarTech Today

MarTech Overtime: Building a new martech team from scratch - MarTech Today | The MarTech Digest | Scoop.it
Prior to team existing who owned vendor selection? Also, how did you get the organization to align behind the martech team owning it?

Purchasing new tools was in the hands of individual teams and regions. If you had the budget, you could buy a tool. We lacked a cohesive vision and selection criteria. This siloed approach resulted in a lot of pain when certain requirements would come as a surprise late in the game. Moreover, our Procurement and IT teams were overwhelmed by the barrage of requests coming at them without global prioritization. That widely recognized pain was a big contributor to getting the business on board with the martech team owning new tool evaluations. Marketing leadership was 100% behind the idea, which gave us strong footing to begin with. 

We expected to be met with resistance. After all, each individual team was used to being able to do this on their own. But we were surprised when the primary reaction was relief. Our marketing groups realized they could not manage every part of the process effectively and were willing to turn the evaluations, and the navigation of our internal processes, over to our team. Additionally, for the teams who historically lacked a budget to purchase their own tools, the process gave them a path to seek out collaboration with other teams. Having the leadership buy-in, and the understanding of the benefit among the marketers, made rolling out the new evaluation process much easier. 
CYDigital/marteq.io's insight:

It's a very difficult proposition for the SMB, but for larger companies, it's an easier path with senior leadership behind it.

 

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New Insights on the State of Marketing Technology | CustomerThink

New Insights on the State of Marketing Technology | CustomerThink | The MarTech Digest | Scoop.it
WARC and BDO estimate that total spending on marketing technology in North America and the U.K. will reach $65.9 billion this year, up from $52.4 billion in 2018. This equates to a year-over-year growth rate of 25.8%. WARC and BDO had previously estimated that 2017 spending in these two markets was $34.3 billion. So, in North America and the U.K., the market for marketing technology has nearly doubled over the past two years.

The WARC/BDO study found that marketers’ commitment to technology is still growing. On average companies in North America and the U.K. will spend 26% of their total marketing budget in 2019 on technology tools and services, compared to 23% of the budget in 2018.
CYDigital/marteq.io's insight:

Amazing how the growth continues.

 

Curated by CYDigital: Empowering Marketers, One Blockchain at a Time https://cyd.digital #zeropartydata #martech #marketing

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Is the CCPA proliferating? A midyear data privacy legislative round-up - Lexology

Is the CCPA proliferating? A midyear data privacy legislative round-up - Lexology | The MarTech Digest | Scoop.it
The Massachusetts State Senate has recently referred a new consumer data privacy bill, S.120, to the Joint Committee on Consumer Protection and Professional Licensure. The Massachusetts law would protect any information relating to an identified or identifiable customer, and would explicitly include biometric information of all kinds into the definition of that protected information. Like the GDPR and CCPA, the Massachusetts law, if enacted, would impose notice requirements relating to the collection and disclosure of personally identifying information, including biometrics. In addition, S.120 includes a proposed private right of action that allows for up to $750 per violation, plus attorneys’ fees, for failure to abide by the law’s notice and collection requirements.

CYDigital/marteq.io's insight:

I scooped the MA as an example. Don't forget: CA's CCPA, ME, NV, OR, WA and coming soon...NY. Did I miss anyone?

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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CYDigital/marteq.io's curator insight, June 10, 7:11 PM

I scooped only the MA update (you already know about CA, NV, WA, TX and NY). 

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy 

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Council Post: Regulatory Disruption: Is Your Business Ready To Comply With The CCPA? - Forbes

Council Post: Regulatory Disruption: Is Your Business Ready To Comply With The CCPA? - Forbes | The MarTech Digest | Scoop.it
1. Establish a baseline

2. Evaluate third-party data providers

3. Avoid retrofitting legacy compliance tools. Seek technologies that enable you to:

• Manage and automate regulatory change monitoring through software or services. 

• Apply modern solutions to modern problems. 

•Establish predictable return on investment (ROI). 

4. Manage regulatory churn by embracing compliance change management. 

5. Plan for the future by aligning compliance management with your road map.
CYDigital/marteq.io's insight:

Your database is at risk! Start taking action. Why is this bigger than GDPR? Because its on a state by state basis!

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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CYDigital/marteq.io's curator insight, June 10, 8:14 PM

Strongly encourage you to CT and review the details. Excellent guidance. CCPA and other legislation will cost.

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Amazon Takes Search Budgets From Google, Bing, Yahoo, Data Suggests - MediaPost

Amazon Takes Search Budgets From Google, Bing, Yahoo, Data Suggests - MediaPost | The MarTech Digest | Scoop.it
Marketers spent a whopping 77% more during the first quarter of 2019 on Amazon Sponsored Brands ads, formerly known as Headline Search Ads, while Amazon Sponsored Products grew 19% year-on-year in the quarter, according to recent data

Text ads are down, but Google Shopping continues to drive the search engine’s advertising growth. Spend on the format rose 41% year-on-year (YoY), compared with the 12% decline for text ads.
CYDigital/marteq.io's insight:

Chinks in the armor.

 

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CYDigital/marteq.io's curator insight, June 10, 8:58 PM

Search and social advertising can be toppled when offerings are more timely and relevant. CYDigital is following this path.

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Why Personalization Matters for Consumer Privacy - MIT Sloan Management Review

As the benefits of personalization become more attractive for surveyed consumers, the level of concern about privacy declines. Not surprisingly, receiving individualized pricing in the form of discounts for a product or service that consumers really wanted was among the most favored benefits for data use, with 57% expressing excitement. Coming in second, with 55% expressing excitement, was receiving a free product or service that consumers wanted but felt was too indulgent or not high enough in priority to purchase themselves. Interestingly, receiving dedicated concierge services and personalized advice came in at the bottom of the list of customer delights (less than 25% excitement each).

Concern over data practices increases with age, however, while excitement over free benefits declines. Some 65% of those under age 24 are not concerned about companies analyzing their buying patterns compared with 30% for those over 65. Similarly, for younger consumers, the better the benefit, the less concerned they are about privacy compared with other age groups.
CYDigital/marteq.io's insight:

Another point of validation supporting consumers willing to trade information for benefits. We're especially excited as the #1 desired benefit, individualized pricing, is directly in alignment with the CYDigital solution!!

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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CYDigital/marteq.io's curator insight, June 10, 9:14 PM

Another point of validation supporting consumers willing to trade information for benefits. We're especially excited as the #1 desired benefit, individualized pricing, is directly in alignment with our solution!!

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Oregon expand their data privacy laws - Lexology

Oregon expand their data privacy laws - Lexology | The MarTech Digest | Scoop.it
In Oregon, the legislature expanded its data breach notification statute (ORS §§ 646A.600 et seq.). Oregon’s updated data breach law, which was signed by Governor Kate Brown on May 24, 2019 and goes into effect on January 1, 2020, expands breach notification requirements to cover “vendors,” which it defines as “a person with which a covered entity contracts to maintain, store, manage, process or otherwise access personal information for the purpose of, or in connection with, providing services to or on behalf of the covered entity.” Under the new law, a vendor must notify Oregon’s Attorney General when subject to a security breach affecting the personal information of over 250 Oregon consumers, or when the number cannot be determined. Vendors do not need to notify the Attorney General if the covered entity has already made the notification. Vendors must also notify their business customers of the breach within 10 days – a change from previous language mandating notification “as soon as practicable.” The law also expands Oregon’s definition of personal information to include usernames, but only when combined with authentication factors.

CYDigital/marteq.io's insight:

Marketers must be aware of the state by state legislation protecting consumer data and privacy. 

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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CYDigital/marteq.io's curator insight, June 12, 10:59 AM

Eventually, they'll be a federal law as well, but that won't negate the state-by-state legislation. OR, MA, ME, WA, CA, TX so far. NY next...BIG.

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Texas Moves Forward With Updates to Breach Notification Law and Institutes Privacy Council to Study Data Privacy Legislation - Lexology

Texas Moves Forward With Updates to Breach Notification Law and Institutes Privacy Council to Study Data Privacy Legislation - Lexology | The MarTech Digest | Scoop.it
Texas is one of the many states that looked to be following in the footsteps of California’s enactment of a broad consumer privacy law (the California Consumer Privacy Act), which has far-ranging implications for businesses and consumers. Two comprehensive data privacy bills, HB 4390 and HB 4518, were filed and heard at the last legislative session. HB 4518, also known as the Texas Consumer Privacy Act, proposed overarching consumer protection legislation that closely resembled the California Consumer Privacy Act. HB 4518 stalled in the Texas House of Representatives in favor of HB 4390. HB 4390, also known as the Texas Privacy Protection Act, was introduced as comprehensive data privacy legislation, but was significantly less detailed than HB 4518. HB 4390 went through several rounds of revisions in both the Texas House and Senate until it was whittled down to the final version, which revises the notification requirements of the Texas Identity Theft Enforcement and Protection Act and creates the Texas Privacy Protection Advisory Council in order to develop recommendations for future data privacy legislation. HB 4390 has passed both the Texas House and Senate and is awaiting signature from the governor to be enacted.

CYDigital/marteq.io's insight:

Marketers must be aware of the state by state legislation protecting consumer data and privacy. 

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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CYDigital/marteq.io's curator insight, June 12, 11:03 AM

Update on Texas...

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Drift's New Video Platform Makes B2B Buying Simpler and More Conversational | MarTech Advisor

Drift's New Video Platform Makes B2B Buying Simpler and More Conversational | MarTech Advisor | The MarTech Digest | Scoop.it
Drift, a conversational marketing platform, today announced the launch of Drift Video, the first enterprise-ready video platform built to start conversations and make B2B buying easy.

Since starting Drift, we’ve said there are two mega-trends that would shape the future of B2B sales and marketing: messaging and video,” said David Cancel, founder and CEO of Drift. “Over the last few years we’ve built an industry-leading messaging platform used by over 150,000 businesses, and now we’re expanding our Conversational Marketing platform by adding video.”
CYDigital/marteq.io's insight:

Much better than the integrated Google Meet.

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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What advertisers should know about the Facebook and Google probes | AdAge

What advertisers should know about the Facebook and Google probes | AdAge | The MarTech Digest | Scoop.it
New privacy protections could actually be a hindrance to competition, according to Adam Solomon, CMO of Lotame, a marketing technology platform. Facebook—and Google under similar pressures—could wind up controlling all the data connections to consumers, with publishers and marketers on the outside looking in. “It’s actually concentrating power and market leverage within the walled garden, because they have certain advantages, direct relations with consumers,” Solomon said. “With the latest wave, with the DOJ and FTC looking at Google, Facebook and others, maybe they can look at leveling the playing field.”

“The ads platform business of Google is a central focus of investigation,” said an executive from an ad tech platform that is a rival to Google, speaking on condition of anonymity. The executive says that a number of competitors already expect to talk with federal regulators in this case, addressing how Google Marketing Platform and Google Ad Manager dominate the online marketplace. “It’s a huge advantage to having this full stack,” the exec says. “The ad-serving platform and the ad demand are all locked up in one company. Then add search data to it, it’s a perfect cocktail.”
CYDigital/marteq.io's insight:

The probes are meaningless without legislation, and right now there's little appetite for legislation on the federal level. State level? That's a different matter.

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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Forrester's Take On Salesforce's Acquisition Of Tableau: What It Means For Customers

Forrester's Take On Salesforce's Acquisition Of Tableau: What It Means For Customers | The MarTech Digest | Scoop.it
Salesforce’s acquisition of Tableau is no big surprise. Despite the massive price tag, it fits perfectly with the SaaS giant’s ambition to be come an insights-rich platform for all things customer.
CYDigital/marteq.io's insight:

CT to see the video. Short.

 

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Ubersuggest 4.0: The Ultimate Content Marketing Tool - Neil Patel

Ubersuggest 4.0: The Ultimate Content Marketing Tool - Neil Patel | The MarTech Digest | Scoop.it
Why do you do keyword research?

It’s to find more lucrative keywords to rank for on Google, right?

But once you find these keywords, you still have to figure out how to rank for them.

For that reason, I decided to update Ubersuggest because I wanted to show you what kind of content to create and even how to promote it.

That way you can start ranking for these newly found keywords.
CYDigital/marteq.io's insight:

Great tool, updated.

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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Praveen Rathour's comment, June 20, 3:23 AM
How can we analyse Backlinks https://www.backlinkshub.xyz
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How Google, Facebook, Amazon and Apple faced EU tech antitrust rules - CNBC

How Google, Facebook, Amazon and Apple faced EU tech antitrust rules - CNBC | The MarTech Digest | Scoop.it
Europe has made its name as the top cop of tech regulation.

The European Commission, the executive arm of the European Union, has imposed a combined $9.5 billion in antitrust fines against Google since 2017, and its boss hints Amazon and Apple might be next in line.

Facebook, meanwhile, has been subject to probes from competition and data protection authorities across the EU since the region’s strict new set of privacy rules called the General Data Protection Regulation (GDPR) went into effect last year.

As U.S. regulators and lawmakers step up their efforts to reign in big tech companies, Europe offers some valuable lessons.
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CYDigital/marteq.io's curator insight, June 10, 10:28 AM

The EU's strategy may or may not be a template for the US Department of Justice, but the reaction of the behemoths are duly noted.

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Nevada, New York and other states follow California’s CCPA - Data Protection Report

Nevada, New York and other states follow California’s CCPA - Data Protection Report | The MarTech Digest | Scoop.it
We are also continuing to monitor developments in New York, which has proposed a CCPA-like law (S5462). Although the bill has a similarly broad definition of “personal information” and gives consumers the right to request deletion of their data, the bill also introduces new obligations on companies as a “data fiduciary”. 

Earlier this year, both Washington (Washington Privacy Act, SB 5376) and Texas (Texas Privacy Protection Act, HB 4390) had introduced CCPA-like bills. Both bills failed to pass during their respective legislative sessions. Several other states still have legislation pending, which we are continuing to monitor.

The possibility of a US federal privacy law is still under consideration in Washington, DC, with the House Energy and Commerce Consumer Protection and Commerce Subcommittee Chairwoman Rep. Jan Schakowsky (D-IL) stating that she hopes to have a draft bill before Congress breaks for its August recess. She indicated that the bill could give the Federal Trade Commission more authority to police data privacy, as well as several features currently in CCPA: the right to amend, correct, and erase their data as well as not have their data used for discriminatory purposes. The topic of whether to include a private right of action is also under discussion.
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CYDigital/marteq.io's curator insight, June 10, 10:35 AM

Bear in mind that the WA bill didn't pass because it wasn't sufficiently restrictive. Regarding a federal law: it probably won't happen unless a progressive is elected in 2020, and even then the Senate would need to turn over to the Democrats (the current majority leader will block everything in sight).

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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5 Huge Warning Signs of a Bad SEO or Digital Marketing Agency

5 Huge Warning Signs of a Bad SEO or Digital Marketing Agency | The MarTech Digest | Scoop.it
1. They Ask to Own Your Data/Logins
2. They Guarantee #1 Rankings/ Top Results
3. They Tell Their Story, Not Yours
4. The Partnership Is Positioned as Transactional
5. Their Case Studies Are Outdated
CYDigital/marteq.io's insight:

If anyone guarantees anything, then the project payment is automatically put into escrow.

 

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Design Thinking Can Deliver an ROI of 85% or Greater - Forrester

Design Thinking Can Deliver an ROI of 85% or Greater - Forrester | The MarTech Digest | Scoop.it
While the return on investment (ROI) for each organization will differ depending upon the efficiency of the practice, the project, and the specific use case, Forrester's Total Economic Impact (TEI) model found that mature design thinking practices can generate substantial measurable returns and a broad range of auxiliary benefits.

Using both primary and secondary research, Forrester modeled the financial impact of design thinking practices at four fictional, “composite” organizations in banking, insurance, retail, and subscription services.

The synthesized results project a median per-project ROI of 229%, with three-quarters of projects doubling their investment or more. Examined at an organizational level, a mature design thinking practice can achieve an ROI between 71% and 107%, based on a consistent series of inputs and outputs.
CYDigital/marteq.io's insight:

This is incredibly significant, and deserves greater attention and study.

 

Curated by CYDigital: enabling Consumers to capture, share and profit from their data. https://cyd.digital #zeropartydata #dataprivacy

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Marketers: Portfolio-manage Your Automation Technologies - Forrester

Marketers: Portfolio-manage Your Automation Technologies - Forrester | The MarTech Digest | Scoop.it
  1. A head-space strategy. Beyond the initial gains of your marketing automation platform (MAP), broader automation including AI, robotics process automation (RPA), and other implementations should free up resources from the repetitive and mundane. 
  2. Navigating the gray line. Consumers continue to participate in the value exchange of personal data for perks, yet 51% of surveyed consumers are actively pulling back from providing personal data due to skepticism or distrust. There is a gray line between useful and unwanted personalization. Get both quantitative and qualitative guidance from customers so that: 1) You can get a feel for what the gray line is and 2) you can operationalize accordingly.
  3. Experience it before doing it. The most acute brand risk will be when you use AI to deliver new experiences — but you have not really tested the common-sense, human response.Take the time to experiment, experience it, and look at it objectively or even from detractors’ point of view.
CYDigital/marteq.io's insight:

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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What CMOs Need to Know About Marketing Automation | Marketo

When it comes to marketing automation, there is a whole lot more to it than just setting up emails and social media posts to be sent out on a scheduled time. Automation is truly revolutionary and offers numerous benefits that every CMO needs to be aware of. Here are a few.
CYDigital/marteq.io's insight:

Today, the only way martech will work is if it is personalized and timed at the point of purchase consideration.

 

Curated by CYDigital: Delivering Consumers who want to buy from you. https://cyd.digital #zeropartydata #martech

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PR: The Leading Marketing Power Of Our Times? - brandingstrategyinsider.com

PR: The Leading Marketing Power Of Our Times? - brandingstrategyinsider.com | The MarTech Digest | Scoop.it
There's no denying that earned media has displaced paid media as the key driver of consumer behavior today.
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5 Crucial Data-Driven Marketing Trends and How to Exploit Them |Marketo - blog.marketo.com

5 Crucial Data-Driven Marketing Trends and How to Exploit Them |Marketo - blog.marketo.com | The MarTech Digest | Scoop.it
The latest marketing trends are sometimes difficult to keep up with. What is a passing fad and what is here to stay? Here are 5 data-driven marketing trends that will help you get ahead including personalized user experiences, AI, and more.
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Social Shouter's curator insight, July 15, 2018 2:45 AM
Share your insight
Taskiy's comment, February 23, 1:55 AM
http://sco.lt/5lWzx2
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The Rules of Link Building - Whiteboard Friday - moz.com

The Rules of Link Building - Whiteboard Friday - moz.com | The MarTech Digest | Scoop.it
Are you building links the right way? Or are you still subscribing to outdated practices? Britney Muller clarifies which link building tactics still matter and which are a waste of time (or downright harmful) in this week's edition of Whiteboard Friday.
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