What is a customer data platform? How is it different from a DMP or CRM?

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Modern marketing relies on data, we can all agree.

So it is not strange that the customer data platform (CDP) is gaining momentum faster than any other marketing technology, even though many marketers are not yet familiar with the technology.

The CDP promises to provide the key to comprehensive data-driven marketing, a very attractive marketing concept where all your customer data is combined for marketing (and other) uses. Without the data and the management of the data, the ‘marketing brain’ that allows for smarter campaigns simply can’t function. So bringing together the data is very important.

There are some distinct characteristics of a CDP that explain why major brands are looking at them instead of relying purely on other types of data systems like CRM (customer relationship management) or a DMP (data management platform).

So what is a customer data platform and what is the difference with other systems?

What is a customer data platform?
The aim of the CDP is to bring together all customer data and stitch the data together into unified customer profiles. So a marketer can easily work with it.

You could say we have already heard the story of tools that can function as a hub or central place for customer data. There certainly has never been a shortage of technologies that claim to provide a ‘single customer view’ or a ‘360 degree customer profile’. – Read More

Don’t Be Fooled by Fake Influencers, Here’s How to Spot them

 

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How Mediakix showed the world that one can turn into a brand-sponsored Instagram “Influencer” in under three months and what businesses can learn from it.

When looking at the online personas of Instagram influencers it’s easy to get caught up in the hype. They’re all gorgeous, fashionable, and incredibly well traveled-but are they? Mediakix latest social experiment proves how easy it is for businesses to unknowingly spend their social media marketing budget on social media figures who have no more influence than your grandmother who still thinks dial-up is a thing.

The Experiment
In as little as the last year, the Instagram influencer market has grown exponentially. It’s currently estimated at $1 billion and that amount could double by 2019. With so much money to be made digitally it’s no wonder that people are trying to jump on the influencer bandwagon by inflating their social media stats through paid services. The influencer marketing agency, Mediakix, started by creating two fake Instagram accounts: Calibeachgirl310, a fashion and lifestyle centered page, and wanderingggirl, which focused on travel and adventure photography.

For Calibeachgirl310 (aka. Alexa Rae) the company hired a local model and had a one-day beach photo shoot. Wanderingggirl was a bit more cost-effective, as her page was solely created from free stock images online. It took one day to gather enough content to create two realistic accounts, post daily, and begin to purchase followers. Although the company would not disclose which engagement purchasing sites they used, they did say that the ones they chose varied between $3–8 per 1,000 followers, $4–9 per 1,000 likes and an average of 12¢ per comment.

Within two months Calibeachgirl310 had garnered over 50,000 followers and wanderingggirl over 30,000. The company purchased between 500–2,500 likes and 10–50 comments for each photo and after it had built up enough of an “online presence” it went to work on securing brand sponsorships. After securing the necessary number of followers to sign up for an “influencer marketing platform” (around 10,000) the separate accounts applied for several campaigns daily. After applying for a “couple dozen” campaigns, the pages ended up with two brand sponsorships. Across both fake accounts, the company secured over $500 worth of monetary and product compensation within a few weeks of signing onto the platforms. – Read More

5 Tips to Choosing Your Winning Business Domain Name

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Back Rub, Tokyo Tsushin Kogyo, DrivUrSelf, Research in Motion, Sound of Music.

Wonder if these big brands had been as successful if they hadn’t chosen to go by Google, Sony, Hertz Rent-A-Car, Blackberry or Best Buy?

Unquestionably, the name of your company is the face of your brand. It’s the first thing your audience sees or hears about you, so choosing a business name that catches their attention and evokes credibility is paramount.

And in our competitive world today, your name online is what matters as much as it does offline. So, it’s critical to take the time to do your research before choosing your company’s domain name. Consider these following five tips to help you find the winning one:

Pick your domain name BEFORE you register your business
Or do it as soon as possible. Whether you’re scribbling ideas on a napkin, in the early stages of development or a year away from launching a website, register your domain name and hold onto it until you’re ready. – Read more

How To Create Content That Cuts Through The Social Media Noise

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Almost everyone has come around to recognizing social media’s importance for marketing and advertising.

After all, social media marketing can help entrepreneurs spread the word about their venture and recruit new customers, which some have described as the hardest part of starting a new business.

And everyone from the biggest brands in the world to startups less than a decade old have seen success by leveraging their social media accounts. For instance, Peel, a cellphone case company, has leaned into social media to highlight its products and frequently utilizes Facebook video to tell its story. Thanks to its social media campaigns, the company has achieved three times higher ROI and a significant spike in revenue. So, the potential is clearly there, but when it comes to reaching a specific audience via social media, there are still plenty of challenges.

Most companies take a broad approach to audience targeting on social media, which can be a good way to start. But truly targeting your desired audience requires a highly granular approach that will vary depending on which platform you use, the amount of attention you can devote to it, your messaging, and your budget. In addition, to reach the members of your audience, you first need to know them. To help you on your path to social media marketing stardom, I reached out to industry experts and entrepreneurs to discover their favorite tricks of the trade. – Read more

5G is coming and will change digital advertising in more ways than you think

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4G brought about video streaming, app stores, programmatic auctions and an entry point into the world of virtual reality, augmented reality and artificial intelligence. With 5G, experts say advertisers and publishers should expect much more.

Imagine hopping in an autonomous vehicle and calling up Amazon Alexa to prep for dinner. A holographic display appears on your dashboard and directs you through the steps of a recipe, based on your diet preferences and meal history, as you drive to Whole Foods to pick up the ingredients, which are already being assembled robotically.

That is a (realistic) vision of the future with 5G, according to Scott Singer, managing director at consultancy DDG. Singer and other experts say 5G brings with it the ability to process and exchange more data at higher speeds, so advertisers and publishers can expect to see faster ad-load times on desktop and mobile and more connected devices.

Today, when a visitor to a website clicks a link, there is a slight delay before a server responds, resulting in milliseconds to seconds of nothing apparently happening. It’s an issue that causes visitors to click away from an article or site, and one reason behind the adoption of ad blockers, according to a study by the Interactive Advertising Bureau. But 5G will effectively eliminate that delay, said Jeremy Lockhorn, vp of experience strategy for mobile and emerging technology at agency SapientRazorfish, resulting in faster ad-load times and happier users. The FCC states that 5G is 1,000 times faster than 4G with 100 times less latency. Singer said he wouldn’t be surprised if the use of ad blockers begins to diminish because of webpages loading at quicker speeds. – Read more

5 Common Mistakes Small Businesses Make With SEO

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Small businesses, in particular, can dominate local search if they employ good search engine optimization (SEO) techniques.

However, according to Chris Rodgers, CEO and Founder of Colorado SEO Pros, there problems most small business encounter when it comes to their website copy. He shares the five most common SEO mistakes you can avoid with just a bit of awareness and planning.

Mistake #1: Waiting until after you launch a website to consider SEO

“We have seen more than a few horror stories where small business stakeholders decided to only start looking at SEO after their newly designed website was launched — only to tank all of the site’s existing rankings and traffic performance because proper SEO planning was not at the core of the website redesign and launch,” Rodgers says. Web developers, even great ones, are often not looking at all of the SEO factors that must be considered if you’re going to retain current SEO performance after launch. Rodgers says you need to consider SEO across the board when redesigning or re-launching a website. “The content created, the layout of the site, the information architecture, individual page content, all pages added and deleted, pages with URL changes — and especially 301 redirect mapping — can all have a massive impact on what happens to SEO after launch. If you don’t have an experienced SEO professional involved in the process early, you are rolling the dice. If you have any SEO equity built up, you may lose it all without a chance to regain it.” – Read More

How to Get Instagram Followers

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Everyone’s favorite photo-sharing app, Instagram boasts over 800 million monthly active users worldwide.

Of course, this means a huge portion of your prospects are hanging out on the platform, ready to be marketed to!

The hitch? There are over 8 million business profiles currently active on Instagram as well. In this right, it’s become increasingly important to not only have a presence on the platform, but working with an ironclad strategy that’s ready to go is crucial as well.

Using a successful Instagram strategy for your business will allow you to increase your exposure and gain new and high quality followers.

But the question here is: how to get more Instagram followers?

Here are some effective ways you can do that:

Write a good bio
You have only an incredibly short amount of time to get your vision across to users online. As such, it is crucial that you make a good first impression with the content of your profile and your bio. – Read More

5 Tactics to Drive Website Traffic That Aren’t SEO

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Although all businesses with an online presence should invest in search engine optimization, it isn’t the end-all, be-all when it comes to driving traffic to a professional website.
It’s no surprise that driving traffic to your website is the key to higher conversions and increased revenue. After all, if people aren’t visiting your business online, they certainly won’t be completing ecommerce purchases.

However, it seems as though every business in 2018 has gone all-in on search engine optimization (SEO) to increase traffic to websites.

Now, SEO is an effective digital growth strategy. Google alone drove 72 percent of all global desktop search traffic to websites in the past year, according to Net Marketshare. However, as the internet grows and more companies continue fighting to rank No. 1 for the same keywords, the odds of ranking and driving enough traffic dwindle. Therefore, it’s in brands’ best interest to explore other ways of increasing site traffic.
Before marketers implement a new site traffic campaign, they should first take stock of their current traffic and analytics. Use tools such as Google Analytics and SEMRush to determine where your traffic is coming from, how long users are exploring your site, the web pages and content they enjoy the most, and when during their user journey they typically leave your site. Access to this information will empower you to create a better, stronger strategy on the channels we’ll be exploring and improve your potential click-through rates. – Read more

Why influencer marketing is even more vital for B2B Marketers

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Social media influencers have become a centerpiece of business-to-consumer (B2C) marketing strategies, but as its popularity grows, business-to-business (B2B) brands are starting to follow suit.

A recent study found that 75% of marketers are utilizing influencer marketing, 43% of whom plan to increase their spending in the next year. Of those who are yet to engage with influencers, 27% intend to do so in the next year. At the same time, however, a 2017 survey found that only 15% of B2B companies are running influencer marketing programs.

In spite of this significant imbalance, B2B marketers are increasingly looking to incorporate influencers into their strategies. Before they can successfully do so, however, they first must understand how the purpose, approach, and ultimate outcome of influencer marketing is unique to their domain.

Influencer marketing for consumer products typically requires marketers to identify social media users with large audiences that align with their target market and engage them in an advertising campaign using an influencer marketing platform. Marketers then work with influencers to explore unique and engaging ways to showcase the brand to that audience.

B2B influencer marketing, however, isn’t as straightforward. After all, you can’t ask an influencer to take a selfie with your SaaS platform and post it to Instagram, or give away a free vacation to your data center on Facebook. Even if you did, it’s likely that you’ve got more than one decision-maker to win over, and they probably aren’t going to click on a link to a product they see for the first time on social media and make a purchase right then and there. – Read More

5 Social Media Trends You Need For A Killer Marketing Strategy

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Unless you’ve been hiding out in the dark ages, you know social media has become an integral part of our daily lives. Everything from the degree of personal information we share to the way we communicate with others has completely evolved.

Whether this shift has been for better or for worse, is your personal judgment. However, no one can deny the significant impact it’s had on how we live and function on a daily basis.

The impact of social media is no different in the business world. Companies who strive to be innovative trailblazers in their respective industries must leverage social to set themselves apart. Social media isn’t something that can be mastered overnight, nor something that you can mindlessly manage.

When it comes to a successful social strategy that delivers an ROI, you must keep a close eye on rising trends that elevate your marketing efforts to a new level. – Read More