Fri.Sep 22, 2023

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Referral Traffic: 7 Ways to Drive It (And Get More Leads!)

Hubspot Marketing

Referral traffic is a powerful and often overlooked way to give your website a competitive edge. In the never-ending quest for more traffic, marketers turn to search engine optimization (SEO) , pay-per-click advertising (PPC) , blogging , and social media marketing. The problem is that SEO takes time to work, PPC is expensive, Google is oversaturated with blog content, and it’s tricky to prove ROI with social media.

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What could disrupt the future of generative AI?

Martech

There’s a lot of talk these days about how generative AI could put people out of work. Not as much thought is given to how people could put generative AI out of work. But they could — and quite possibly will. GenAI and the foundation models on which it rests are currently at the dizzying peak of the Gartner hype cycle. If Gartner’s model is sound, those tools may be about to plunge into the “trough of disillusionment” before emerging a few years hence on a plateau of usef

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Why You Still Need SMS Marketing & How to Get Started [+Data]

Hubspot Marketing

The average person spends five to six hours on their phones , while the average smartphone user unlocks their device around 150 times. What the heck are we doing with our devices all day? Well, when we're not endlessly scrolling the web or social media, we're probably texting. In 2023, 15 million texts are sent per minute while nearly 70% of people open up a new text message within five minutes of receiving it.

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There’s A New Copilot In Town: Dreamforce 2023 Reveals Its AI Roadmap At Salesforce

CMO Network

This year at Salesforce's annual Dreamforce conference the company showed off its AI strategy including its Copilot, its Einstein 1 platform and more.

CMO 127
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A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse

Unlock the Power of Historical Data A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse Today’s association leaders need more than real-time snapshots—they need the full story. MemberSuite: A Data Revolution reveals how a native data warehouse transforms your AMS into a strategic decision-making engine. In this free eBook, you’ll discover: The difference between a database and a data warehouse—and why it matters How to gain historical visibility into membership, engagement, events,

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Rethinking content governance in the era of generative AI

Martech

This is Part 3 of a four-part series on how AI will be infused into marketing automation platforms. Part 1 is here and Part 2 is here. Depending on your role and level of experimentation over the past nine months, your view of generative AI can range from “it’s just a shiny object” to “these are transformational opportunities and threats.” For much of this year, most of the discussion focused on generative AI capabilities as stand-alone applications, available directly through web-based chatbot

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Google accused of downplaying ad price manipulation

Search Engine Land

Google has been accused of downplaying how much it quietly increases ad auctions. The search engine admitted at the federal antitrust trial that it “frequently” inflates ad prices by as much as 5% without telling advertisers – sometimes 10%. But marketers are calling the search engine out for being too “conservative” with these figures as they believe the real number is significantly higher.

Price 121

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TikTok testing displaying links to Google search results

Search Engine Land

TikTok is testing displaying links to Google search results from its own internal search results page. Radu Oncescu spotted this and posted a screenshot of this on X , which we embedded below. What it looks like. TikTok added to its search pages a small link with a Google logo to its search results page. TikTok is also running a disclaimer that it “does not endorse or take responsibility for search results from Google.

Marketers 121
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Hate speech on social media can significantly damage brands: Study

Martech

Hate speech on social media can significantly damage brands advertising on those platforms, according to a new study. The study , conducted by researchers at the University of Pennsylvania and the University of Southern California, surveyed over 3,000 respondents who were shown simulated negative, positive and neutral posts with adjacent ads on Facebook, Instagram and X — which was still known as Twitter at the time, in February and March 2023.

Branding 116
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The Inside Scoop on Content Marketing Strategy (the Book and the Practice)

Content Marketing Institute

The new book by CMI’s chief strategy advisor delves into the title – Content Marketing Strategy – to look at the past decade of brands’ strategy success.

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Bing adds controls for webmasters to disallow their content in Bing Chat

Search Engine Land

Bing has announced a set of new controls to allow webmasters and site owners to block Bing Chat from using its content for AI training and Microsoft’s generative AI models. “While we are actively collaborating with the industry on establishing future AI standards, we also wanted to provide more immediate support for publishers,” Fabrice Canel from Microsoft told us.

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From Curiosity to Competitive Edge: How Mid-Market CEOs Are Using AI to Scale Smarter

Speaker: Lee Andrews, Founder at LJA New Media & Tony Karrer, Founder and CTO at Aggregage

This session will walk you through how one CEO used generative AI, workflow automation, and sales personalization to transform an entire security company—then built the Zero to Strategy framework that other mid-market leaders are now using to unlock 3.5x ROI. As a business executive, you’ll learn how to assess AI opportunities in your business, drive adoption across teams, and overcome internal resource constraints—without hiring a single data scientist.

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Influencer Marketing: A Powerful Tool for Brands to Rebrand Themselves

Zumvu

Social media can be a great platform for brands to promote their offerings; however, brands’ reach may not extend beyond their own followers if all they do is promote their products or services themselves.

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Google denies manipulating ad auctions in resurfaced SMX Advanced clip

Search Engine Land

Google denied manipulating ad auctions at SMX Advanced 2015 – eight years before admitting it actually does. During the conference’s keynote speech, Google Ad executive Jerry Dischler told the audience: “Full stop, we are not manipulating search results or manipulating the ad auction in order to increase profits. That’s just not what we do.” Fast-forward to the 2023 federal antitrust trial, Dischler completely backtracked and told Judge Amit Mehta that the search engine &

Price 106
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AI’s Impact on Video Marketing in 2023 & Beyond

Digital Marketer

In a world dominated by video marketing, artificial intelligence (AI) plays a role, in transforming the industry. By improving customer experiences increasing engagement and providing content AI is reshaping video marketing strategies both now and, in the future. Let’s start with some overall stats, In fact, 96% of marketers have already witnessed the positive return on investment (ROI) that AI-powered video marketing brings.

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What is the best generative AI tool for writing PR content?

Search Engine Land

Ever wondered which is the best generative AI tool for writing PR content? I have just finished conducting a series of tests to determine just that and found that the post generated by Bard produced: Slightly better results than a post I had written from scratch. Significantly better results than the post by ChatGPT. Dramatically better results than Claude 2.

PR 102
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Prospect, Personalize, Profit: The New Way Sales & Marketing Teams Are Aligning with AI

Speaker: Kevin Burke, Founder & Managing Director at Digital One and AI & Automation Consultant

AI and automation are currently transforming the way sales and marketing teams operate. Generative AI crafts personalized outreach at scale, while conversational AI bots are engaging prospects in real time. Robotic process automation streamlines manual workflows by triggering tasks the moment a prospect takes a key action, and advanced AI analytics surface hidden patterns in the pipeline, improve forecasting, and help teams make data-driven decisions with confidence.

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Strategically Selecting Images for Landing Page Optimization

Marketing Sherpa

Wednesdays at 2 pm EDT we hold an AI Guild briefing for members. Chat with MECLABS AI if you would like a free trial to the AI Guild. In the session, marketers and entrepreneurs can ask questions in the webinar chat.

Marketers 100
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How to optimize your ecommerce ad spend and budget for the best ROI

Search Engine Land

As advertisers, we want to maximize our PPC budgets for our clients But how do we do that? This article identifies eight areas where you can focus your optimization efforts to improve ROI. If you aren’t already doing these things – there’s time to start testing before we get into the throes of holiday planning and execution. 1. Invest in upper-funnel tactics Many advertisers get too focused on last-click conversion and revenue metrics and opt for bottom-of-the-funnel tactics.

eCommerce 101
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Purpose And Sustainability Top The Agenda Ahead Of Climate Week 2023

CMO Network

This intricate web of intentions and actions highlights the critical need to confront the efforts, or lack thereof, made by companies in their environmental initiatives.

CMO 98
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The 4 Types of AI (And Which Tools Email Marketers Use the Most)

Litmus

In today’s landscape, the promise and potential of artificial intelligence (AI) is top of mind for everyone—including marketers (no surprise). Are you anything like the 39% of email marketers who are currently using AI 1 , or the 25% who are planning to in the future? If the answer is yes, read on to learn about: The stages of AI The four types of AI The various fields of AI Top AI tools used by email marketers How AI will impact email marketers What are the stages of AI?

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Neuroscience of B2B Buyer Behavior: Strategies for Influencing Buyer Choices

Speaker: Speakers:

Ever wonder what really makes B2B buyers tick? Spoiler alert: it’s not just logic. Join us for our next session of the B2B Growth Show, "Neuroscience of B2B Buyer Behavior: Strategies for Influencing Buyer Choices" with Grant C. Gooding, where science meets strategy. You'll get the insider scoop on how emotions secretly drive decisions and how you can tap into them to win buyers over.

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Why AI-generated content still needs the human touch

Welcome Software

AI has already made an impact in the marketing content industry, with AI-generated content filling in the gaps for all kinds of assets, from simple product descriptions to more complex news articles to books and even films—just ask the Writers Guild of America. No surprise then that so many digital marketers and content creators are on red alert and asking questions about the future.

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The Role of HubSpot Operations Hub in Business Growth

Lynton Web

Companies constantly search for tools to streamline operations and drive growth in today's fast-paced business environment. HubSpot, a leading CRM platform, offers Operations Hub , a tool to meet this need. Designed to centralize, automate, and enhance various aspects of business operations, Ops Hub is a game-changer for businesses looking to scale efficiently.

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The omnichannel CX solution making marketing manageable: Meet Insider’s Arcitect

Use Insider

Multichannel, cross-channel, and omnichannel marketing: Understanding the basics Simply put, multichannel, cross-channel, and omnichannel marketing each represent varying levels of interaction and integration between marketing channels. Here’s a closer look at each one’s distinct marketing approach: 1. Multichannel Marketing Multichannel marketing involves establishing a presence on multiple independent platforms , such as social media, email, web, and mobile.

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Why AI-generated content still needs the human touch

Welcome Software

AI has already made an impact in the marketing content industry, with AI-generated content filling in the gaps for all kinds of assets, from simple product descriptions to more complex news articles to books and even films—just ask the Writers Guild of America. No surprise then that so many digital marketers and content creators are on red alert and asking questions about the future.

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Unlocking the Power of Martech for the Non-Technical Marketing Leader

Speaker: Speakers:

Are you struggling to highlight your impact and showcase the results of your team’s marketing efforts? Do you find it challenging to build more effective campaigns that drive meaningful results? The key may lie in unlocking the power of marketing technology (martech)—but as a non-technical marketing leader, navigating this landscape can feel daunting.

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How to increase LTV with PPC

Search Engine Land

Lifetime value, or LTV, averages the total revenue generated by a customer during the entirety of your relationship. While the KPI often sounds cool and dandy, it can be difficult to improve. Doing so requires long term thinking, commitment and a deep understanding of your customer database. This article will dive into concrete ways PPC marketers can improve LTV using four levers.