Martech Zone
Martech Zone provides daily articles for business, sales, and marketing professionals to research technology, discover new sales and marketing tools, and learn how to leverage platforms to drive greater business results.
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Advertising Technology
Angi Roofing’s Lack of Disclosure and Conflict Of Interest Should Draw Some Attention
Readers of my publication probably realize that we’ve helped multiple roofing companies build their online presence, grow their local search, and drive leads for their businesses. You may also remember that Angi (previously Angie’s List) was a key client for whom we assisted with their search engine optimization regionally. Back then, the focus of the business was driving consumers to…
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Content Marketing
Expectations on Your Marketing Investment
We had two fantastic meetings yesterday, one with a client and one with prospects. Both conversations were around expectations on the return on marketing investment (ROI). The first company was largely an outbound sales organization and the second was a large organization largely dependent upon database marketing and direct mail response. Both organizations understood, down to the dollar, how their…
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Content Marketing
How to Embed a PDF Reader In Your WordPress Site With Optional Downloader
A trend that’s continuing to grow with my clients is putting resources on their sites without forcing the prospect to register to download them. PDFs specifically – including white papers, sales sheets, case studies, use cases, guides, etc. As an example, our partners and prospects often request that we send them sales sheets to distribute the package offerings we have.…
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Analytics & Testing
Alteryx Analytics Automation: Unified End-to-End Analytics With AI-Driven Insights
Alteryx is a data analytics and business intelligence software company that provides a platform for data blending and advanced analytics. Alteryx Designer is a self-service data analytics software that allows users to combine, analyze, and share data without the need for coding or specialized IT skills. Alteryx Designer includes a drag-and-drop interface and a library of pre-built data connectors and…
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E-commerce and Retail
What is the Best Comparison Shopping Engine?
Comparison shopping engines (CSEs) are a valuable tool online because they help shoppers make informed decisions and refer enormous sales to their online stores. They’re also a critical tool for e-commerce stores, which can optimize prices and product listings to attract more buyers than their competitors. How Do E-commerce Marketers Use CSEs? Ecommerce marketers can strategically utilize CSEs to optimize…
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Customer Data Platforms
Marketing Needs Quality Data to be Data-Driven – Struggles & Solutions
Marketers are under extreme pressure to be data-driven. Yet, you won’t find marketers talking about poor data quality or questioning the lack of data management and data ownership within their organizations. Instead, they strive to be data-driven with bad data. Tragic irony! For most marketers, problems like incomplete data, typos, and duplicates are not even recognized as a problem. They’d…
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Advertising Technology
How To Build An Authentic Brand
The leading marketing gurus of the world express it in different ways, but all agree that the current market is ripe with theories, cases, and success stories centred on human brands. The key words within this growing market are authentic marketing and human brands. Different Generations: One Voice Philip Kotler, one of the Grand Old Men of marketing, dubs the phenomenon Marketing 3.0. In his…
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Advertising Technology
Pretargeting versus Retargeting
You may notice after you visit a specific site that you begin to see advertisements on another site about them more and more. It’s not a coincidence. Systems like Google Adwords utilize a third-party cookie that enables them to see when you visit an advertiser’s site and then follow you as you visit other sites with advertisements. Retargeting is quite…
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Content Marketing
7 Ways the Right DAM Can Optimize Your Brand Performance
When it comes to storing and organizing content, there are several solutions out there—think content management systems (CMS) or file hosting services (like Dropbox). Digital Asset Management (DAM) works in tandem with these types of solutions—but takes a different approach to content. Options like Box, Dropbox, Google Drive, Sharepoint, etc.., essentially act as simple parking lots for final, end-state assets; they don’t support all…
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Content Marketing
Jetpack: How To Record And View A Comprehensive Security & Activity Log For Your WordPress Site
There are quite a few security plugins available to monitor your WordPress instance. Most are focused on identifying users who have logged in and may have made changes to your site that could pose a security risk or configured a plugin or theme that may break it. Having an activity log is an ideal way to way to track these…
