Thu.Feb 08, 2024

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Lead vs. Contact: The Difference in Customer Relationship Management

Aspiration Marketing

When it comes to customer relationship management (CRM), understanding the nuanced distinction between leads and contacts is imperative for effective digital marketing engagement. As businesses strive to forge meaningful connections with their audience, comprehending these two entities is vital. That said, let's dive in.

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Google renames Bard to Gemini, unveils paid version of Gemini

Search Engine Land

Bard, Google’s generative AI-powered conversational tool, is no more. Well, in name only. Google today announced the renaming of Bard as Gemini. Google also announced: A paid version of Gemini, called Gemini Advanced. Gemini is a new opt-in default assistant on Android and has been added to the iOS Google App, Gemini will replace Duet AI, bringing the Gemini model to Gmail, Docs, Sheets, Slides, Meet and other Google products.

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Did martech break B2B marketing?

Martech

Part one: The promise Part two: The shift Part Three: The crossroads Part Four: Where do we go From here? Part one: The promise The birth of marketing technology brought so much potential to the marketing department. It was the early aughts. The Internet was booming…The cloud was clouding… Adobe and Salesforce were innovating. And martech was about to turn the world on its head.

Marketing 114
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Google Analytics 4 adds new dimensions for measuring paid and organic traffic

Search Engine Land

Google Analytics 4 introduced eight new dimensions for tracking and analyzing both paid and organic traffic sources: Manual source. Manual medium. Manual source / medium. Manual campaign name. Manual campaign ID. Manual term. Manual content. Manual source platform. Why we care. These new insights enhance your capacity to analyze user behavior and performance across channels, offering improved capabilities in reporting, explorations, segments, and audience analysis.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Why bottom-of-the-funnel SEO is the game-changer your B2B needs

Martech

Too often, companies focus SEO efforts on driving traffic with top-of-the-funnel content and keywords. While this approach can generate traffic, it often fails to convert them into leads and sales. In B2B, the opportunity is in optimizing for bottom-of-the-funnel queries and conversions. Let’s delve into how we turned our agency’s SEO strategy upside down and generated revenue as a result.

SEO 113
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TikTok pushing users to add Search shortcut

Search Engine Land

A new TikTok intersitital is encouraging users to add a shortcut to their device home screen, the latest effort to encourage more people to search on the platform. Why we care. TikTok is continuing to push Search. Multiple studies have shown that Gen Z in particular uses TikTok for Search, sometimes as a replacement for Google , and last year the company introduced search ads.

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Google updates Gmail ads with new layout and ‘Sponsored’ label

Search Engine Land

Google introduced the “Sponsored” label to Gmail ads on mobile devices globally, excluding EU countries. Additionally, the layout of Gmail ads has been updated, positioning the Sponsored label alongside the brand name in the title rather than placing it below on the second line, resulting in a subtle change. Gmail ads on mobile now display like this: Gmail ads on mobile previously appeared like this: Why the change?

Promotion 117
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Clinch adds digital audio to dynamic creative campaigns

Martech

Advertisers using creative optimization for video ads now can include ads for audio channels in these omnichannel campaigns. Today, ad-serving company Clinch announced it added audio channels to its Flight Control creative delivery platform. Previously, the platform supported video ads on video channels (CTV, video ads on websites) and now it also supports audio ads going to audio destinations like podcasts, streaming audio, etc., and to customize the creative using generative AI.

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Here’s why PPC now looks more like paid social and what it means

Search Engine Land

One of the great tragedies of the digital marketing world is that “ PPC ” folks and “paid social” folks don’t see themselves at the same marketing table – even as ad networks push them closer and closer. Advertisers who are “Google-first” or “Meta-first” tend to struggle to make the leap to the alternate platform. Yet, as paid media (i.e., more than just SERP and feed-based) becomes the norm, advertisers will need to get comfortable translating their strategies across platforms.

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Organic Social Marketing Strategy

Social Media Examiner

Not getting the results you want from your organic social efforts? Looking for a social media marketing framework that converts casual followers into brand evangelists? In this article, we’ll explore an organic social marketing strategy and share actionable tips tailored for achieving standout organic performance. Why is an Organic Social Marketing Strategy so Important?

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Competitor mapping: The benefits and how to create your own

Sprout Social

If you want to succeed as a business, you need to keep an eye on your industry through competitor analysis. It’s like preparing for a championship game. You need to study the strengths and weaknesses of your competitors to help identify opportunities for plays and boost your competitive edge. Competitor mapping is the cornerstone of competitive analysis.

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AI Anxiety – Does AI Detection Really Work?

Digital Marketer

Have you ever wondered if the article you’re reading online was written by a human or an AI? In today’s quickly evolving digital landscape, distinguishing between human-crafted and AI-generated content is becoming increasingly challenging. As AI technology rapidly advances, the lines are blurring, leaving many to question: Can we really trust AI content detectors to tell the difference?

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Social Media Content Strategy: 8 steps for effective social media (plus free AI)

Marketing Sherpa

I’ve been playing a (very small) role in training AI lately. And here’s the approach I took – train the machine like you would a new marketer. So if you’re a new marketer, or an experienced marketer who is simply new to social media, here are eight steps that can help your social media marketing.

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Customer service tiers: What they are and how to create them

Sprout Social

Picture this: You log on for the day to see what customer inquiries came in overnight. The majority are asking if hours will be adjusted during an upcoming bank holiday. One person, however, is frantically trying to figure out why they were overcharged by your business. Who are you prioritizing? If you answered “we route these issues to the appropriate support agent”, then you’re probably familiar with the concept of customer service tiers.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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IAB, MRC release augmented reality measurement guidelines

Martech

The Interactive Advertising Bureau and the Media Rating Council have issued guidelines designed to establish consistent terminology and metrics for ads served with augmented reality campaigns. The guidelines should help marketers and advertisers quantify delivery of ads and gauge performance. The guidelines take account of both interactive and immersive AR formats, recognizing that users can engage in both virtual and physical interactions with products. “The augmented reality advertising

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How These LinkedIn Creators Are Planning for 2024

Buffer Marketing

2023 was a big year for LinkedIn and its top creators. The platform cracked 1 billion users , added and removed several key features (goodbye Carousels), and became a destination for many top creators. The LinkedIn team must have come away with many lessons as they announced some key pivots within the first month of 2024, most notably making the “Creator Mode” feature the default for every user.

Gen Z 99
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How and Why You Should Respond to Customer Reviews

SMA Marketing

Online reviews are important for many reasons, mainly because of their ability to impact your rankings in local search engines and how they affect which search results rank highest. This makes online reviews critical to your SEO strategy. We live in a world where your online reputation can either make or break your business. Employers, customers, and clients constantly check Google before making important decisions.

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HubSpot’s January 2024 releases include email compliance, inbound lead routing and more

Martech

Kicking off 2024 with a bang, HubSpot’s January updates are all about enhancing your team’s capabilities in lead management, content strategy, and data analysis. HubSpot introduced a suite of features across all hubs and tiers, helping your team streamline workflows, enrich engagement and provide deeper insights into your operations. With enhancements across LinkedIn strategy tools, lead routing and complex team management, these updates are designed to elevate your marketing, sales

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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How to Negotiate With Influencers: 10 Strategies To Play Smartly

SocialPilot

Businesses worldwide embrace influencer marketing to advertise their brands, products, or services to a wider audience. According to an IMH report, about 60% of brands incorporate at least ten influencers in their marketing campaigns. The purpose is to reach the target market, increase brand awareness, and boost sales. But then, it is not a simple and obvious procedure – you must fully grasp the best strategies on how to negotiate with influencers if you intend to forge a win-win agreement

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Pinterest revenue rises 12% as monthly active users reach all-time high

Search Engine Land

Pinterest’s revenue jumped 12% to $981 million in Q4, 2023. Ad earnings surged as the platform’s global monthly active users increased 11% year-on-year to reach an all-time high of 498 million. The company credited its success in part to launching a record number of ad solutions that have been utilized by brands to enhance campaign performance. Why we care.

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Future of DOOH: Predictions for 2024 and beyond

SmartBrief - Marketing

Digital out-of-home advertising has expanded rapidly over the past few years, advancing from traditional billboards to dynamic digital displays that captivate passersby with vibrant, interactive content. The growth is not just about size; it’s about sophistication. DOOH is currently marked by increased integration with cutting-edge technologies, offering advertisers new opportunities to engage with consumers in real time and real-world contexts.

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Affiliate Marketing: The Ultimate Guide

Backlinko

Learn everything you need to know about affiliate marketing: how to get started, how to manage affiliate campaigns, and more.

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What Questions Are Brands Asking About Their ESG Initiatives Ahead of 2024?

Temperatures are rising (and not just metaphorically) as key stakeholders anxiously anticipate the outcomes of COP28. While companies reconsider their 2024 environmental sustainability strategies, there is another aspect of ESG that deserves exploring, the social sector. In the latest edition of "Navigating ESG Comms Through the Cosmos - Sagittarius Edition", 3BL hones in on this sign’s bold quality of asking questions others are burning to know the answers to.

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Marketing Strategies Must Evolve With the Times in 2024

Litmus

Marketing strategies face some headwinds in 2024. They must adapt to leverage emerging technologies while operating under tighter budgets and an increased focus on accessibility and data privacy. Let’s take a closer look at how companies can navigate these very real—but not insurmountable—challenges this year. Marketing budgets In January 2023, many experts shared dire warnings about the economy.

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What is AI Instagram Trend? Everything You Need to Know in 2024

SocialPilot

Have you noticed the latest buzz on Instagram? It’s all about the AI trends! From stunning AI-generated art to eye-catching AI filters, photos, and videos, Instagram is embracing artificial intelligence in a big way. These Instagram AI trends aren’t just for technology geeks; these are transforming how everyday users, influencers, and brands create and engage with content.

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YouTube expands Content Takeovers to offer exclusive advertising on more inventory

Search Engine Land

YouTube is expanding Content Takeovers, allowing brands to become exclusive advertisers across additional inventory, such as: Entire creator channels. Custom lineups. Playlists. Specific videos. What are Content Takeovers? YouTube’s Content Takeovers grant brands exclusive control over specific inventory, ensuring that only their ads are displayed during a designated period.

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AI-powered martech releases and news: Feb. 8

Martech

More than a third of marketers (36%) say their company doesn’t have a “clear and actionable plan for AI integration into their marketing strategy,” according to a new report. On the plus side, 40% said they have “a clear plan and are executing it well.” Noteworthy: Find these places and don’t work there: 10% of those without a plan also said, “and we don’t know where to start.” I feel for this group: 22% said they have a plan but “are struggling with the execution.

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5 Inspiring B2B Marketing Campaigns to Take Yours to the Next Level

Your next big B2B marketing idea starts here. Get inspired with these five successful B2B marketing campaigns. Ready to generate more leads, interest, and revenue with your B2B marketing? In this comprehensive eBook, you’ll get: In-depth studies of five successful B2B marketing campaigns spanning a wide range of industries Key takeaways and lessons from each story to implement in your own strategy Resources to help your own B2B marketing thrive By submitting this form, you agree to have your con

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Content Strategy Service in an Age of Media | Kuno Creative

Kuno Creative

When you think of content marketing, what comes to mind? If emails, blogs, e-books, pillar pages, web copy and other written materials are on your list, you’re not wrong. But there’s another side that’s often overlooked – the role that content strategy services play in the age of media. Podcasting, videos, social media and other forms of multimedia marketing are not new, but they’re becoming increasingly critical parts of a comprehensive inbound strategy.

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8 Best Personal Branding Courses (With Pricing)

CopyBlogger

A personal brand gives you a unique advantage as an entrepreneur and increases your likelihood of success because: As a. Continue Reading The post 8 Best Personal Branding Courses (With Pricing) appeared first on Copyblogger.

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SEO’s Got Talent: Exposing the Wonders of Google Search Generative Experience

Rock Content

Google has spent years enhancing the search experience. Recently, they brought AI into that process with the Google Search Generative Experience , or SGE. This represents a new approach to organizing search results for users. It also promises to provide higher-quality information within those results. SGE is the newest way generative AI is changing how businesses do business.

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Do you know how to target in a post-cookie era?

illumin

The other shoe has dropped – by the end of 2024, Google will have eliminated third-party cookies from its Chrome browser. With the grand exit of one of digital marketers’ biggest targeting tools, solutions are lining up to fill the gap and crown themselves the next big thing. According to a March 2023 Adobe study, 75% of marketers still heavily rely on third-party cookies for targeting and measurement – this needs to change.

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The Silver Lining to Corporate DEI Challenges

In our latest edition of Navigating ESG Comms Through the Cosmos - Scorpio Edition, 3BL embraces the perspective of one of the zodiac's most misunderstood signs: Scorpio. While this sign often has a darker view of the world, they do not shy away from shining a light on controversial topics. This month we take a deep dive into corporate pullback of DEI and how companies can utilize astrological advice to reinvent its social impact communication.