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
Who Is Your B2B Buyer?
We see our clients struggle often with the tone of their content… they’re concerned that their content is too sophisticated or not sophisticated enough for their audience. We believe that a range of sophistication is most effective. Readers looking for high-authority content skim past the content that’s not of interest. They don’t judge the company nor the publication, they simply…
- Marketing Infographics
WordPress Safety and Security
Our site is hosted on Flywheel and we’re also affiliates because we believe it’s the best WordPress hosting platform on the planet. Because of WordPress’s popularity, it’s become a popular target of hackers. That doesn’t mean it can’t be a secure platform, though, it just means that it’s in every user’s best interest to ensure they maintain the platform, the…
- Social Media & Influencer Marketing
Social Is the Problem, Not the Media
Yesterday, I heard a great story about friends and enemies. The story was about how it’s much more difficult to make a friend than an enemy. An enemy can be made in a matter of moments, but often our friendships took months or years to create. As you look to social media, this also an issue… you or your business…
- Social Media & Influencer Marketing
LinkedIn Testing New Weather Notification Feature
LinkedIn appears to be testing a weather notification across the header bar area. Since yesterday, hovering over the weather information icon indicates that the service is “Power by sun365”, the makers of a Google Chrome extension and the weather dashboard website sun365.me. And, yes, they say “power,” not “powered.” This appears to be an extremely limited test trial, or an…
- Customer Data Platforms
GM: You’re Doing Surveys Wrong
After driving my car a decade, I decided to go big or go home. Influenced by my Grandfather’s love of his Cadillac and remembering the weekend rides where he took us out… I bought my first Cadillac earlier in the year. The dealership I purchased from is fantastic… down-to-earth folks from the receptionist to the salesperson to the service people.…
- Marketing Infographics
The Economics of Going Viral
I’m not a fan of companies risking it all on trying to go viral… most can’t get the formula down and risk too much. That doesn’t mean you can’t capitalize on the huge growth in viral videos, though. One HUGE statistic on this infographic from Masters in Marketing, The Economics of Going Viral, stands out… the advertising. Purchase consideration/intent increases…
- Content Marketing
Who Looks at Banner Ads
I’m not opposed to banner ads, but I am opposed to not having banner advertising that provides a strong call to action (CTA) adjacent to relevant content presented to a relevant audience. Too many times, I visit a web site and see a banner ad that has nothing to do with the content surrounding it. A banner ad best performs…
- Content Marketing
Don’t Pay for Direct Mail Duplicates
Many of you know that I came from a direct mail background. While direct mail has proven more expensive with diminished returns when compared to online marketing, it’s still a viable channel. We’re seeing some nice return rates in the B2B industry – which has largely abandoned direct mail. Consumer-related direct mail is still a huge industry, though. Today, I…
- E-commerce and Retail
A Look at the Digital Future of Global Retail
Our friends at ExactTarget have released this infographic, A Look at The Future of Global Retail. The future of digital marketing is bright. The global retail brand’s consumer has evolved with the advent of new technology and channels, and these channels demand a new type of marketer. With more marketing metrics and tactics than ever before, modern marketers must look…
- Paid and Organic Search Marketing
How to do Effective Local SEO on a Budget
Over time, SEO has become more challenging and more rigorous, but should that necessarily mean more expensive? Not all companies that need SEO services are Internet-based or IT-related. The majority are small, local businesses that serve a specific geographic area. These folks need local SEO rather than traditional, national SEO. Local businesses and individuals — dentists, plumbers, apparel stores, electronic…
