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.
- Content Marketing
How to Keep Your Users Happy When Releasing a Major Update to Your Application
There’s an inherent tension in product development between improvement and stability. On the one hand, users expect new features, functionality and maybe even a new look; on the other hand, changes can backfire when familiar interfaces suddenly disappear. This tension is greatest when a product is changed in a dramatic way – so much that it could even be called…
- Content Marketing
How Does Event Marketing Increase Lead Generation and Revenue?
Many companies spend upwards of 45% of their sales and marketing budget on event marketing and that number is increasing, not decreasing despite the popularity of digital marketing. There’s absolutely no doubt in my mind of the power of attending, holding, speaking at, displaying at, and sponsoring events. The vast majority of our clients’ most valuable leads continue to come through…
- Content Marketing
TurnTo: Syndicate Reviews with Your Product’s Distributors
Syndication is a highly effective way for online retailers to quickly increase the volume of product ratings and reviews (reviews) they display. Brands, typically first to collect this valuable user generated content (UGC), are eager for retailers to feature these on their eCommerce sites. By sharing their reviews with their distribution partners, brands can help products stand out and sell…
- Content Marketing
How OTT Technology Is Taking Over Your TV
If you have ever binge-watched a TV series on Hulu or viewed a movie on Netflix, you’ve used over-the-top content and may not have even realized it. Typically referred to as OTT in the broadcast and technology communities, this type of content circumvents traditional cable TV providers. It uses the Internet as a vehicle to stream content like the latest episode…
- Analytics & Testing
Autopilot Launches Insights, a Customer Journey Tracker for Marketers
82% of customers stopped doing business with a company in 2016 after a bad experience according to Mary Meeker’s latest Internet Trends Report. Lack of data and insights could be preventing marketers from advancing in their careers: new data shows that One-third of marketers lack the data and analytics they need to assess their performance, and 82% said better analytics…
- Paid and Organic Search Marketing
How to Build Review Links for Google, Bing, Yelp, and More…
A key way to improve your ranking on virtually any ratings and review site or local search is to capture recent, frequent, and outstanding reviews. Business pages with the most positive and recent reviews rank better on the map pack, a significant referrer of customers to local businesses. To capture reviews, you have to make it easy for your customers,…
- Content Marketing
Why Use Drupal?
I recently ask What is Drupal? as a way to introduce Drupal. The next question that comes to mind is “Should I use Drupal?” This is a great question. Many times you see a technology and something about it prompts you to think about using it. In the case of Drupal you may have heard that some pretty mainstream websites are…
- Social Media & Influencer Marketing
When is the FTC Going to Cash In on Celebrity Endorsements?
The warnings from the Federal Trade Commission (FTC) have been sent, more than 90 direct emails to marketers and their influencers, including actors and musicians like Kendall Jenner, Emily Ratajkowski, Hailey Baldwin, Sofia Vergara, Lindsay Lohan, Sophia Bush, Zendaya Coleman, Jennifer Lopez, Luke Bryan, and Sean Combs. We’ve written about disclosure before, but I’m still amazed at the number of…
- Content Marketing
Know Your Fair Use, Disclosure and IP
This morning I received a note from a company that we’ve written about. The email was quite forceful in demanding that we immediately remove any references to the trademarked company name in our post and suggested that we link to their site utilizing a phrase instead. Trademark Fair Usage I’m guessing the company may have been successful in the past…
- E-commerce and Retail
Should Brands Take a Stance on Social Issues?
This morning, I unfollowed a brand on Facebook. Over the last year, their updates morphed into political attacks, and I no longer wished to see that negativity in my feed. For several years, I openly shared my political viewpoints. too. I watched as my following was transformed into more people that agreed with me while others who did not agree unfollowed…
