B2B Marketing Archives - Klaxon

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. How to Simplify Google Analytics Reporting

Does looking at all your Google Analytics data make your head hurt?

Although Google Analytics is very useful it often includes a hell of a lot of information. Whenever you talk to anyone about Analytics, they always feel they should be doing more in this area and so Google engineers keep on adding functionality. So, although it gets more useful, it can also get more complex with regular, new functionality that you need to figure out.

But sometimes less is more!

2. Marketing risks becoming mechanistic without imaginative ideas to animate it

Over recent years the marketing and communications community has raced to build a new marketing model for the digital age; a model that is more connected, more agile whilst at the same time also less wasteful; a model that transforms the way we market brands to consumers.

The industry has made real progress and the opportunities for efficiency and effectiveness seem limitless. But the model should not become an end in itself.

Once we’ve built the perfect marketing machine, we’ll still need ideas to animate it; and ideas will remain largely intangible, irrational and irregular. We still need to plan for the ghost in the machine.

3. Why Time Out isn’t scared to share data with Facebook 

Facebook has made many publishers unnervy with a flurry of products that suggest it wants to snare traffic from their sites, but for Time Out the social network is a chance to better understand the value of data.

Defining the global publisher by site traffic is “very limiting”, said Time Out’s campaign marketing manager, Fern Atkinson. “We’re a lot more broader and expansive than that”, a dictum it has adopted to keep up with the Buzzfeeds of the world that believe they need to be everywhere their audience is rather than trying to pull them into channels they don’t want to be in.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. The Difference Between Content Marketing, Social Media Marketing and SEO

Let’s make one thing very clear right from the start: Social Media Marketing does not equal Content Marketing and Content Marketing does not equal SEO. If you think that: Online Marketing and even anything related to online business is simply not for you.

Yes, these three areas are related but no, they are not the same!

Let’s get to grips with the key differences and start with Social Media Marketing…

2. Why You Should Be Building Trust, Not Traffic

Mark Schaefer recently wrote a book called The Content Code, and for more than a year, he dove deeply into the economic drivers of content and social media. Here’s a statistic that made him pause: 83 percent of CMOs claim that social sharing is the primary benefit of social media marketing.”

Wait. What? You mean it’s not clicks, followers, or likes? It’s not even traffic, for heaven’s sake?

Building trust instead of traffic takes time, a new mindset, a new commitment, and perhaps even a leap into the unfamiliar. Find out the words of wisdom Mark Schaefer has to share.

3. LinkedIn Releases New Guide to Maximizing Sponsored Updates

In their most recent earnings report, LinkedIn CFO noted that Sponsored Updates has been one of the company’s strongest performing ad offerings, contributing a whooping 45% of overall Marketing Solutions revenue.

To capitalize on this, the professional social network has recently released a new guide to help marketers ‘drive killer ROI’ through Sponsored Updates, with collected knowledge and learnings from hundreds of brands over the last two years. Here are some of the highlights.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. How Well is your Business Adapting to using Digital Media and Technology?

This month, Smart Insights has been adding to its visual tools to help with the assessment of how well businesses are adapting to using digital media and technology as part of Digital Transformation.

In this article Smart Insight’s CEO Dave Chaffey explains the five point benchmarking scale and what it is based on.

A little insight… Chaffey asks “do you know the Carnegie Mellon Capability Maturity model (CMM)?” Well that’s where his inspiration for benchmarking originally came from. “As part of trying to improve our development processes we used to find it useful to apply  capability maturity models to benchmark against competitors. They help you be more objective about your capabilities and know where improvements are needed.”

2. Instagram Hashtags: A Reference Guide

Are you an Instagrammer? If you are, you’ll know the importance of using hashtags within your content. This post explores the use of Instagram hashtags.

Hashtags on Instagram are essential but require some thought. If you put some thought and planning into your hashtags, you can certainly increase your levels of engagement and your following.

So… what are you waiting for?!

3. How to Build Trust, the Crucial Ingredient of Collaborative Consumption

Most new tech companies simply would not work without consumer trust. People wouldn’t get into an Uber, list their home on Airbnb, or even buy shoes on Zappos if they didn’t trust those companies to deliver a high quality, secure service.

UrbanSitter sets the bar even higher: It connects families with babysitters on the Internet. There are few things that require more faith.

“In many ways, we’re tackling the service that requires the most trust in someone’s life,” says UrbanSitter CEO Lynn Perkins. “If companies can replicate what we’ve done in other sectors, they’ll knock it out of the park.” So how did UrbanSitter pull this off?

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. EU Regulators Misunderstand Big Data

Some European Union regulators reportedly are concerned that major Internet companies such as Google and Facebook gain an unfair competitive advantage from the detailed consumer data they hold, since other companies can never hope to amass anywhere near as much of it. In addition, some regulators worry that with less competition, these data-rich companies will disregard their customers’ privacy preferences and become more invasive.

Are they wrong?

2. New study shows Millennials ‘snack’ on same newsbrands throughout the day

Old habits die hard for young people accessing news it seems after research conducted by Newsworks and the University of Bath found that 18-34 year-olds ‘snack’ on the same newsbrands constantly throughout the day.

This limited desire to foray contrasts with a news landscape that is far more diverse than at any other time in history amidst an increasingly cluttered landscape of big media players and lone bloggers.

3. Adform real-time bidding Trend Report: volume of money spent on branding ad formats using programmatic technology

Programmatic trading continues its double-digit growth, increasing an impressive 76% from April 2014 to April 2015, thanks in large part to steep climbs (333%) in spending for brand formats. Whilst, CPMs for programmatic inventory increased by 42% year-on-year, a sign of health for the entire industry. These are just a few of the findings from Adform’s real-time bidding Trend Report. There are plenty more where these came from, so why not check out the report?

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Why Content Marketing is the Wrong Thing to Measure

Despite the widespread popularity of content marketing, research shows that most marketers are not confident in their ability to measure its effectiveness. For example, in a 2014 survey by Contently, only 9.4% of marketers said they are very confident in their ability to measure the business impact of content marketing.

2. 10 Reasons Why Influencer Marketing is the Next Big Thing

As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities, who are consolidating massive followings on YouTube, Instagram, Snapchat, Pinterest, and other platforms. For these reasons, many believe influencer marketing to be the next big thing in advertising.

3. Technology And Creativity Must Play Nice Together In The Marketing Sandbox

During my childhood my best friend used to love Legos. He built huge spaceships, visited Lego stores, and joined a Lego club. He now wants nothing to do with Legos. It’s all about Minecraft. I asked why he can’t play with both at the same time. He said, “Legos are no longer cool.”

Recently, similar discourse about technology and creative within marketing has been seen. The comments allude to one function being better than the other. But really the technical aspects of marketing (martech, automation, big data) are just as cool as the creative aspects (content development, campaign design, layout for an advertisement). Together they create, find, uncover and convert leads.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. What makes video content marketing great? Follow these key principles.

Content marketing can be a jewel in a campaign’s crown, but if it’s too obviously ‘branded content’, consumers will spot it a mile off and tune out much like they do with regular advertising. By throwing another platform into the equation, such as video, it’s simply not good enough to assume the platform you’re using is the differentiator, and just repeat the same content.

“The video media landscape is more sophisticated than ever, with Facebook, Twitter, Instagram and Vine revolutionising rich content discovery,” a paper from Cedar Consult argues. “The time has come for branded video to raise its game.”

2. How important are digital skills today?

Digital marketing requires a huge breadth of skills, with some marketers specialising in key areas such as SEO, content marketing or Paid Search. Many however are generalists, who have a wide set of skills. This can be highly useful, but it is also tricky to keep all these skills up to date. Some 5 million people globally work in digital marketing, and as the industry rapidly grows a skills gap is developing.

3. Great marketing relies on a strong brand proposition

You can’t amplify something that isn’t there. Good marketing plays an important role in motivating sales and consumer love, by expressing what a brand stands for. But it can have a powerful multiplier effect if the core idea around the brand, e.g. its proposition, is strong, genuine and meaningful to the target audience. Let’s take a look at the world’s most valuable brands to define, for the first time, what’s driven those that have grown their value fastest.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Content marketers beware: Smartphone dominance for internet browsing is challenged

Tablet, smart TV and smartwatches are expected to eat into the dominance of mobile phones for internet browsing over the course of the next year. What will this mean? That content marketing strategies need to continue to adapt to each device.

Whilst mobile phones still dominate internet browsing amongst consumers – with 83% using the medium – the figure is down on 2014 when 86% of global users were using mobiles for internet browsing.

2. How many marketers are actively using email marketing automation?

The Email Marketing Industry Census 2015 from Econsultancy and Adestra shows a slight improvement in Email marketing automation and overall it seems that there are many enthusiastic adopters of Email Marketing Automation.

43% of email marketers agreed they have advanced marketing automated/email messaging functions and 2/3 of the respondents are using’ subscription or sign-up to website’ emails.

But when you look at the type of automated emails used a different story is told. Although there are steady year-on-year improvements across most types, the rates of adoption are still eye-openingly low.

3. How CPQ And CRM Software Can Benefit Your Marketing Efforts

Most companies try to make do with a single enterprise application such as an ERP system to run the entirety of their business. However, configure, price, quote (CPQ) applications and customer relationship management (CRM) solutions can help to make your business more effective. Why? Due to the additional dimensions of insight and functionality that they bring.

According to a recent Forbes article, CPQ and lead management will be the two hottest technology areas for sales in 2015.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. A New Visualisation of Today’s Marketing Technology Solutions 

When you’re looking for a tool, software, or piece of technology to solve a specific marketing problem, where do you go to find it?

Typically, marketers turn to colleagues and/or analyst reports to figure out what best fits their needs. The problem? The feedback is scattered, in fact it’s spread across 15 different emails in your inbox, or across 20 tweet replies from people of varied reputability. Historically, the only place to go to get an overview of the marketing technology landscape has been Scott Brinker’s supergraphic, which gets updated every year to highlight new companies and, more importantly, show how quickly the industry is growing.

The problem with this model? It looks at marketing technology from a technology perspective, not a marketing perspective.

2. Why Experiential Marketing is no Longer the Poor Relation in the Marketing Mix

Experiential has come a long way from the sample driven add-on it once represented, it’s become a key player within brands marketing communications and this growth looks set to continue with Pearlfinders Gobal Index 2015 report indicating a 54 per cent increase in experiential activations in 2014 with further growth planned this year.

Part of this can be explained by the fact that our lives have become more and more linked to a screen, live experiences have been elevated to a higher importance with human contact and shared experiences which we then share on our many screens become engrained into everyday life.

3. Ten Social Media Trends That Will Shape Marketing Over the Next Decade

To remain relevant, marketers must embrace their inner digital geek and look beyond their geographical borders. It’s 2015 and brands have figured out how to best use social media for business. The last decade was filled with trial-and-error attempts to succeed as the operating environment evolved.

However, the same trends that created this environment have continued to develop and unless brands adapt, their efforts at digital engagement will be washed down a drain. Marketers must update their strategies for social media.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Don’t Worry, Be Relevant!

Technology generally accelerates everything that it touches.  This acceleration leads many of us to do a lot of worrying about the sudden changes technology brings to our culture, habits, businesses and economy. Therefore, I guess we shouldn’t be surprised at all by any of the hand wringing over the impact of technology on the media and advertising business.

But it’s not the technology that we should be fretting about.  The real challenge is relevance. With more impressions on more screens and in more places than ever before, it’s a tremendously exciting time for marketing.

2. Salesforce overhauls Marketing Cloud to tap into CRM data

Salesforce has revealed the next version of Marketing Cloud, adding new features to the digital marketing service that aim to help marketers make better use of customer relationship management (CRM) information.

Scott McCorkle, chief executive of Marketing Cloud at Salesforce, said the upgraded cloud-based marketing service has been designed to use data gleaned from customer interactions so that promotional content is presented at the correct time as well as in the correct format to targeted audiences.
“Marketers now have an unprecedented opportunity to engage customers at every step of their journey,” he added.

3. We’re already wearing wearable tech – and that’s good news for marketers

There’s a lot of talk about the coming era of ‘wearable tech’, but I thought we were already in it?

Ofcom reports that at least 92% of adults in the UK own a mobile phone, and 175 billion text messages are sent each year. Public demand for smartphones has also increased massively with 56% of adults now owning one. This figure is up from 27% in 2011, and just over half of all consumers now access the internet on their mobiles, causing data usage to double in a year.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Scaling Programmatic Advertising With Dynamic Ads

Collecting data is easy but finding smart ways to use it to deliver better, more compelling ads to customers is much more difficult.

So you’ve tagged your site. You’ve identified some interesting audience segments. You’ve got some great data, and you are ready to go! However, data only gets you to the door. The creative is what gets you through (and keeps you in the room).

Marketers get jazzed about programmatic due to the promise of big data — the promise of delivering the right message to the right person at the right time. However, brands quickly learn that even though collecting data is easy, finding smart ways to use it to deliver better, more compelling experiences to customers is much more difficult.

2. Real-time Marketing and Personalised Customer Experiences

Econsultancy has published a new report in partnership with IBM which gives a comprehensive overview of real-time marketing.

The report author Jeff Rajeck offers his thoughts on this topic and provides more details about what is covered in the study.

What is real-time marketing? Well, first off, it’s not just about a well-timed tweet or other reaction to a real-time event. Instead, real-time marketing involves taking in real-time input from a customer and delivering a highly personalised, relevant and timely message back to them.

3. Snapchat CEO Warns of Brand Damage Arising from Targeted Ads

Snapchat’s CEO has spoken out against the growing popularity of targeted ads by warning that they may indirectly inflict ‘brand damage’ on those resorting to the technique.

Speaking to Adweek Evan Spiegel said: “Some of the stuff that happens on the Internet—like when a product you didn’t end up buying follows you around—that ends up feeling strange and maybe even winds up doing brand damage.”

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.