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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Analytics & Testing
The Other Traffic Source in Google Analytics?
This week at work, one of our clients was asking what the “other” traffic source in Google Analytics (GA). There’s not too much detail in the actual interface for Google Analytics so you have to do some digging. Traffic sources are also known as the medium in GA. I did some digging and found that Google Analytics captures the medium…
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Reputation is Authority’s Dark Shadow
The news is full of some incredible stories of humanity recently: Alex Rodriguez admits to steroids (strangely omitted from MLB.com’s AROD news page) Michael Phelps photographed smoking pot. He’s subsequently lost a huge endorsement deal with Kellogg’s. Even Barack Obama has had a couple tough weeks, trying to find cabinet members and pushing through a stimulus package that has sinking…
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How Much Would You Pay for Twitter?
There were some rumors of Twitter charging for commercial accounts, but it appears those rumors have been crushed. In my opinion, it’s too bad. Three Reasons Twitter Should Charge: Paying for commercial messaging has been key in reducing text message spam in the mobile industry. Making commercial users pay on Twitter would probably reduce the number of Spitterers out there.…
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Content Marketing
Thinking Visually
Great find from Leslie Pagel on Walker Information’s Customer Innovation Blog: From David Armano.
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Advertising Technology
It’s Not Getting Easier for Marketers
Key to many of the links I share and the posts I write on this blog is automation. The reason is simple… at one time, marketers could easily sway consumers with a brand, a logo, a jingle and some nice packaging (I admit that Apple is still great at this). Mediums were uni-directional. In other words, Marketers could tell the…
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Content Marketing
Marketing Engagement: Fun with Videos
Building a platform for businesses to blog on is only a success if those customers actually leverage the platform. We know our clients would succeed in getting a return on investment if we could just get them to create and share more posts about their products and services. Platform utilization requires that the software as a service company actually have…
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Sales Enablement, Automation, and Performance
Appirio Connects Salesforce and Facebook
I was just doing a webinar yesterday and someone asked me to prioritize social networks based on their ability to drive business. Although I don’t believe social networks to be a primary medium for marketing and advertising (based on the intent of the user), I do encourage our clients to utilize RSS and other tools to automate publishing of their…
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Content Marketing
How to Select a Web Designer
A friend of mine asked me in an email, can you recommend a web designer for me? I paused for a minute… I know a ton of web designers – everything from brand experts, to local graphic designers, to content management systems developers, to social networking experts, to complex integration, enterprise and architecture developers. I responded, “What are you trying…
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Content Marketing
Marketing to Intent, Not Eyeballs
Old school marketers always seem to get hung up on the number of eyeballs. I’ve always been a database and direct marketer, so I liked getting the right eyeballs rather than pushing advertisements in front of all of them. Businesses like the Yellow Pages like to tout the big numbers, too. I read once that 87% of the U.S. Population…
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Content Marketing
You Don’t Need an SEO Expert!
There… I said it! I said it because I see all of the money spent on search engine optimization by small to mid-size businesses and I think it’s a racket. Here’s my view of the search engine optimization industry: The majority of Search Engine Optimization falls within writing great content, attracting authoritative backlinks to that content and following a few…
