How Estimated Reading Times Increase Engagement With Content

clock-time-600 How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that's 316 minutes per day. How many of those 316 minutes do they spend reading your content? Estimated Online Reading Time Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there. But, if you just tell readers [...]


Adobe Keeps Adding To Its Marketing Cloud, Previews Online-Offline Optimization Technology

adobe-logo-180px Adobe kicked of its annual Summit for customers with a slew of announcements around the Adobe Marketing Cloud, its hub of digital marketing products. In a preview of what's on the horizon, Adobe shared a look at technology it's calling Marketing Mix Planning.  It will become a core service in the Marketing Cloud and is meant to the one-stop-shop for companies to optimize their marketing efforts -- including offline. The algorithm-driven technology is designed to help marketers find the ideal mix of online and offline marketing including TV, PR, print and events. Marketing Mix Planning [...]


WTF Is Tag Management? Do You Really Know, Or Just Think You Do?

data management In last month’s column (WTF Is A Cookie, Anyway? Do You Really Know, Or Just Think You Do?), I covered the basics of cookies and touched briefly on the idea of tag management. This month, I am going to dive deeper into those tools and explain why you should consider this as an option for your site... or not. Let's start with a definition. What exactly is a tag? A tag is a chunk of code -- often JavaScript -- that performs a given task on your site. Here's an example of a retargeting tag (click to enlarge): Tag code can be meant to gather analytics data, or to cookie a site visitor you [...]


AdStage Adds Optimizely And Other Ad Solutions To App Suite, Launches New API For Marketing App Devs

AdStage AdStage, which launched just last year, is aiming to loosen the grip Marin, Kenshoo and Adobe have on ad management by giving SMBs self-serve access to an ad management platform and third-party advertising tools. Advertisers can create and analyze campaigns across a suite of networks including Google, Bing, LinkedIn and Facebook  simultaneously and plug into a number of advertising tools including ReTargeter, Unbounce, MixRanks and ThinkStock through its app system. This week at LAUNCH festival -- where it won "Best Business" last year --the company announced the addition of new tool prov [...]


20 More Essential Business Apps For Your Smartphone

shutterstock_106278554 About a year ago, I wrote a post featuring 30 essential business apps for the smartphone. It was a fun post to write -- and, even better, I got a ton of new app recommendations from my ecosystem of smart friends. Given the fact that a lot happens in the mobile space in a year, it felt like it was high time to create a list of 25 more essential apps. It's worth noting that while this column is dedicated to helping marketers with their mobile and location-based marketing needs, marketers (and other business people) are also consumers of mobile technology. And hell, if they can make their l [...]


Get To Know: HubSpot CMO Mike Volpe

Mike Volpe headshot In early 2007, Mike Volpe joined HubSpot as the company's fifth employee. With Volpe serving as chief marketing officer, HubSpot has since grown from 10 to 10,000 customers, expanded from 5 to 650 employees, and raised $100 million in venture capital. Under Volpe's leadership, HubSpot has won more than 30 marketing awards and has been featured in over 20 marketing and business books. Volpe has guest lectured at Harvard Business School, Babson College, Carnegie Mellon, TCU, Boston University, and MIT Sloan School of Management, and contributed to numerous blogs, as well as the Harvard Busine [...]


Google Rolls Out New DoubleClick Campaign Manager Globally For DFA

DoubleClick Campaign Manager After announcing a big change was coming in June, Google launched the DoubleClick Campaign Manager, the new version of DoubleClick for Advertisers (DFA), globally today. As DFA turns 15 this year, the new platform changes aim to adapt the platform for the most recent changes in digital advertising, namely social, mobile and programmatic. Native is not included in this list, yet. In June, Google said it is working with select publishers to track the impact of their native advertising and testing support for native ad serving, but any mention of native campaign management is notably missing f [...]


AdStage Aims To Bring Cross-Channel Ad Management To SMBs, Launches Partnership With ReTargeter, Unbounce And Others

AdStage Logo Kenshoo, Marin and Adobe: watch out, AdStage has you in its sights. Today at Advertising Week in New York, AdStage announced new efforts to loosen enterprise's grip on ad tech and give SMBs equal access to the benefits of an ad management platform. “We were frustrated by enterprise ad tools that locked out the bulk of advertisers with $100,000 monthly ad spend minimums, resource-intensive onboarding, and restricted access by forcing you to demo with salespeople to get started” says Sahil Jain, CEO and co-founder of AdStage, in the launch announcement. AdStage first launched its self [...]


Content: The Right Tools For The Job

software development Digital content doesn't just happen. Marketers require tools to get it done. The range of software and tools serving content marketers has mushroomed in the past couple of years. As researchers and analysts at the Altimeter Group, we started looking at the space informally back in April, building a list of software vendors. Currently, we've compiled a list of 75 vendors offering a range of content marketing software solutions. (It's a list I plan to share officially in the fall, once it's been through some winnowing.) Content Software Landscape Research In fact, we plan to go one bett [...]


Popular Automation Service IFTTT Arrives For The iPhone

IFTTT-iPhone IFTTT (if this then that) is a well-known automation tool that helps services communicate with each other. For example, users who snap an Instagram shot can have it saved directly to Dropbox or any of the other 66 channels that IFTTT supports. Today, IFTTT is becoming more than just a web app as it has landed on the iPhone. With the new mobile version, three specific new channels have been added: iPhone Contact, Photos and Reminders. All of these channels can work in conjunction with other channels offered: The app is free for the iPhone and can be found in the App Store. For more inform [...]


BrightEdge’s $42.8 Million In Funding To Go Toward Company’s Content Marketing Solutions

content-marketing-featured SEO and content marketing company BrightEdge has raised $42.8 million in Series D funding led by venture capital firm Insight Venture Partners, along with investments from Intel Capital, Battery Ventures, Altos Ventures and Illuminate Ventures. Originally an SEO company, BrightEdge says the newly raised funds will go toward building out their content marketing solutions. BrightEdge's existing S3 platform is a content marketing tool that allows users to evaluate how their content influences traffic, engagement and revenue. With customized dashboards, recommendations and analysis, the platfor [...]


“CMOs Are The New CIOs” & Other Things The Industry Is Saying About Salesforce’s Deal To Buy ExactTarget

salesforce-featured Marketing insiders had much to say about yesterday's announcement that Salesforce.com will be acquiring ExactTarget for nearly $2.5 billion. Commentaries were offered on everything from the future of marketing automation to the role of email marketing and its continued significance in an organization's overall marketing strategy. Many feel the deal only reinforces the need for CMOs to become more technology-focused. Salesforce Deal Moves Marketing Closer To the IT Department "On the heels of Marketo's recent IPO and Oracle's purchase of Eloqua, Salesforce's bold move into this space has b [...]


Recently Rebranded Moz Files Petition To Cancel Online Marketing Company Doz Trademark

computer-internet-legal-law-featured The newly-rebranded Moz, an online marketing software provider, has filed a petition to cancel a trademark of the similarly named online marketing company known as Doz. Moz filed the petition against Doz on April 9, 2013. According to the petition, Moz believes there is a likelihood of confusion between Moz and Doz because of the similarity of names in conjunction with the similarity of each company’s respective services. While Moz's petition was filed nearly two months ago, news of the trademark battle has come to light  just days after Moz announced its rebranding efforts, changing its [...]


Salesforce To Buy ExactTarget For $2.5 Billion, Gain More Ground In Marketing Automation

salesforce-logo In an announcement released today from Salesforce.com, the popular CRM platform has entered into a definitive agreement to acquire cloud-based marketing services provider ExactTarget for approximately $2.5 billion. Unanimously approved by the boards of directors for both companies, Salesforce will pay $33.75 per share in cash for all outstanding shares of ExactTarget. According to a report on NYT's Dealbook, the offer is 53 percent more than ExactTarget's closing price yesterday. This deal is Salesforce's largest acquisition yet, and falls in line with the company's previous acquisitions [...]


Bill Gross, Founder Of Pioneering PPC Search Engine GoTo, Launches UberAds Mobile Ad Solution

smartphones Mobile application and ad solutions developer UberMedia has launched UberAds, a mobile ad platform that cross references public social media signals with geo-location data to deliver targeted advertisements across multiple screens. Started in 2010, UberMedia is an Idealab company, founded by Bill Gross. Gross, CEO of both Idealab and UberMedia, is credited with launching GoTo.com, the first bid-based, pay-per-click search engine. GoTo.com was renamed Overture Services, and eventually acquired by Yahoo in 2003 for $1.6 billion. "In 1998, I saw a problem with Internet advertising effective [...]


B2B Marketing Automation Tools 2013: The Marketer’s Guide

If you're a B2B marketer, you know that the best practices and tactics for online marketing are similar to B2C — but there are also some very real differences. For example, you wouldn't necessarily want to buy paid search ads if you're selling jet engines. Or maybe you would, if you had a tool that took into account the very long sales cycle and the unique consideration funnel that's implicit in marketing high-dollar, highly-customized products. Automation tools can help B2B marketers regardless of the complexity or price of products that you sell. The newest research report from Search [...]


Adobe AdLens Integrated With Adobe SiteCatalyst

AdLens_SiteCatalyst Adobe AdLens is now integrated with Adobe SiteCatalyst. You no longer have to export and import data between the programs, it can now be done automatically between the two programs. Adobe AdLens helps you manage and optimize search, display and social advertising as a unified campaign. Adobe SiteCatalyst, a real-time web analytics program that helps you with digital strategies and marketing initiatives. By incorporating SiteCatalyst into AdLens, data sets can be used for ad optimization, custom analysis and reporting in real-time. With simple deployment, SiteCatalyst customers can now a [...]


Is Mother Nature Causing Stormy Sales? Weather Underground Shows How Weather Impacts Your Bottom Line

weather-rain-money-featured Is bad weather good for business? Or is good weather a pain in the bottom line? Weather Underground has launched what may be the first of its kind -- a tool that lets marketers track sales against local weather conditions. It's called "Sales Tracker," and it's part of a new (and still in beta) Business Center that aims to help marketers and business owners understand -- and take advantage of -- changes in temperature, precipitation and so forth. The Sales Tracker tool requires only a location and a date range. With that information, marketers can create a downloadable Excel spreadshee [...]


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