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Optimove Raises $75 Million In New Funding https://ift.tt/3EVU8QW CRM marketing company Optimove today has raised $75 million in a funding round led by Summit Partners. The firm will use the funding for strategic hiring and M&A, expansion of its CRM marketing platform and further acceleration of its growth, it says. Two Summit Partners executives will join the Optimove board: Han Sikkens, head of Europe and Peyer. Optimove’s SaaS technology helps marketers use customer data and AI-based campaign orchestration to personalize campaigns via email, mobile and other channels. It combines a Customer Data Platform a Multichannel Marketing Hub. “Our solutions are designed to offer marketing teams direct access to their customer data to build, test and optimize their CRM campaigns,” states Optimove founder and CEO Pini Yakuel. The company’s AI engine helps firms ensure that “every customer receives the marketing treatment that increases their lifetime value, through the optimal channel, at any given time,” Yakuel adds. advertisement advertisement Optimove is based in Tel Aviv and has offices in New York and London. “From its roots in Israel’s thriving and dynamic technology ecosystem, Optimove has grown into a truly global business, serving well-known brands across more than 40 countries,” states Steffan Peyer, managing director at Summit Partners.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 27, 2021 at 02:13PM
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How Influencers & Best Answer Content Help B2B Marketers Dominate in Search #CMWorld https://ift.tt/3kH965s Great content isn't so great if it's not easy to find. And findable content isn't so effective if it's not trusted. Content is the reason search engines began and yet many B2B content marketers are not taking full advantage of opportunities to attract customers that are actively looking. Instead, the content marketing function at many B2B companies is more about creating content and not so much about promoting it. The problem with content marketing that focuses mostly on content creation is that the marketing is missing. Sure, B2B brands can throw advertising at their new content to attract visitors - but do B2B buyers love clicking on ads? Compare the experience of clicking on an ad vs. seeing relevant information that answers the question behind the search effort? There's an argument to be made that clicking on an organic search result and seeing content that credibly and effectively provides answers to the questions a buyer has, is a much better search experience than ads driving visitors to a landing page. Of course there's nothing wrong with running ads in on social networks or on search engines . If done well, it can be highly effective. But B2B marketers that limit the discovery of their content to advertising are missing the opportunity to create are more meaningful and trusted experience for buyers. By optimizing the search experience for both findability and credibility, B2B content marketers can help their brands be the best answer for the questions that drive customers to use search engines. And not only search, but any source of information discovery. A better search experience is not limited to simply ranking for popular keywords. Connecting interested buyers with the information they need, wherever they are in their journey, means an intentional effort to create findable, credible content that buyers can trust and benefit from. So how can B2B marketers optimize for search and customer experience with their content? Say hello to E.A.T. Expertise, Authoritativeness and Trustworthiness Here's a deeper explanation of E.A.T., but basically it represents important characteristics of content that Google is looking for when deciding the most relevant and helpful content to show searchers. In other words, what content is the best answer for your customers? Experts on E.A.T. and SEO like Lily Ray have produced substantial content on what to do and what not to do when it comes to E.A.T and search engine optimization. Within the array of tactics marketers can take to demonstrate expertise, authoritativeness and trustworthiness, there is a distinct opportunity for B2B marketers to consider how key opinion leaders, industry experts and influencers can play a role in their content. When it comes to content and B2B influencers, we've covered that story from A to Z over the past 9 years or so. B2B marketers know that partnering with influencers creates a number of advantages:
Are you a B2B marketer that has worked with influencers?Join other B2B marketers sharing their experience and insights for the 2021 State of B2B Influencer Marketing Report. This survey provides B2B marketers with all sizes and levels of experience working with influencers the opportunity to help elevate the practice of influencer marketing in B2B. Take the Survey today and get early access to the Report plus some great incentives.The post How Influencers & Best Answer Content Help B2B Marketers Dominate in Search #CMWorld appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh September 27, 2021 at 08:15AM
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Albertsons To Launch Shoppable Video Experiences https://ift.tt/3zK6Q1z Customers on Albertsons Companies-owned sites and apps will soon have the ability to view a shoppable video for a recipe, load all the items required to make the dish in a shopping cart, and purchase all with just one click. Then the goal is to have the items delivered to the consumer within an hour. Albertsons Companies owns stores such as Safeway and Jewel-Osco. Albertsons will become the first U.S. grocer to use this short-form shoppable video platform. The grocer intends to begin by publishing video content around recipes and meal prep using foods that are on its shelves by brands it supports. The launch is scheduled for mid-October, according to Firework President Jason Holland, with a goal to connect the entire open web, not only retail stores to consumers, but also consumer product goods (CPG) marketers and clients. advertisement advertisement Websites and apps allow consumers to research, get tips and advice, and read reviews. Now they will let consumers view cooking and recipe tips through shoppable and livestream videos. The service will have a sponsored ad offering, but serve a list of products in a specific category and allow consumers to choose the product brand they wish to buy. “We don’t want to sell through interruptions,” Holland said. The idea is to get consumers interacting with the content and brands. “As we finalize partnerships with major holding companies like Publicis and Dentsu, our goal is to bring our technology to all their agencies and markets,” Holland said. “We can now take video content from P&G, Unilever or another brand and ingest it into the Albertson’s feed, so they can communicate with shoppers.” Data that will become available from Fireworks to Albertsons includes video views, time spent on a live stream, and the number of people viewing the live stream. Holland said Firework can link into a retailer’s order system and shopping cart to process and fulfill the order through an acquisition, yet to be announced. Firework, a short-form video platform company, will make it possible for Albertsons Companies to deploy the shoppable video format in mobile apps and on its stores’ websites. Co-founders Vincent Yang and Jerry Luk launched Firework in 2017 to build a short-form video platform. The business was originally an ad-based model competing more heavily with TikTok. Now Firework works with more than 600 direct-to-consumer brands, retailers and media publishers. It raises more than $100 million in capital from financial companies such as IDG Capital, Lightspeed Venture Partners and GSR Ventures. 'It's kind of mind blowing, the sophistication of the technology because firework's code to deploy on a retail site is one line of code, loads in less than 200 milliseconds and build outside of an iFrame," he said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 27, 2021 at 05:14AM
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New Apple Feature Can Leak IP Addresses: Report https://ift.tt/3zQsqSd One of Apple’s new features, iCloud Private Relay, can be sidestepped to leak users’ IP addresses, according to an analysis in The Hacker News. The new offering was introduced earlier this week with iOS 15. It is an open-source initiative that provides web browsers and mobile applications with real-time communication, The Hackers News writes. The goal is to improve anonymity by shielding a user’s IP address, location, and DNS requests from websites and network service providers, the report says. But the feature, which routs users' internet traffic on the Safari browser through two proxies, is available to iCloud+ subscribers running iOS 15 or macOS 12 Monterey and above. FingerprintJS writes that if you “read the IP address from an HTTP request received by your server, you'll get the IP address of the egress proxy," according to The Hacker News. "Nevertheless, you can get the real client's IP through WebRTC." advertisement advertisement The report continues that FingerprintJS “said it alerted Apple to the problem, with the iPhone maker already rolling out a fix in its latest beta version of macOS Monterey. However, the leak has remained unpatched when using iCloud Private Relay on iOS 15.” Apple had not responded to a request for comment at deadline.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 24, 2021 at 04:45PM
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Google Reportedly Seeks Search Deals With TikTok And Instagram https://ift.tt/3kBM7Zu Google executives are quietly negotiating with their counterparts at ByteDance and Facebook to get the data it needs to index and rank videos on TikTok and Instagram, respectively, in search results, according to three people briefed about the discussions. It’s become a question of whether or not the companies will share the data required to rank and display the videos, according to the report by The Information. Google told The Information these are "standard discussions," and that it is always looking for new ways to organize information. The news is reminiscent of a deal between Google and Twitter that dates back to 2009, when the companies struck a partnership that would display real-time Twitter results in Google searches. On October 21, 2009, Marissa Mayer, then vice president of Search Products and User Experience at Google, wrote: “We believe that our search results and user experience will greatly benefit from the inclusion of this up-to-the-minute data, and we look forward to having a product that showcases how tweets can make search better in the coming months.” advertisement advertisement The negotiations could be continued efforts from a test that began in December 2020, where Google served Instagram and TikTok videos in their own dedicated carousel in the Google search app for mobile devices. It aggregated short-form videos from TikTok and Instagram. But even that test expanded on another pilot launched earlier that year where Google had first introduced a carousel of “Short Videos” within Google Discover, the personalized feed found in the Google mobile app. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 24, 2021 at 02:16PM
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Google Hopes To Settle EU's Latest Advertising Antitrust Probe: Report https://ift.tt/2XPqAni Google is trying to persuade the European Commission to engage in talks to settle its antitrust investigation of Google’s digital advertising business, according to a Reuters source. The commission is set to probe whether Google has been limiting third-party access to user data for use in advertising on its sites and apps, while employing the data to its own advantage. The source “familiar with the matter” declined to provide details, and neither Google or the commission commented on the report. Three EU antitrust cases over the past decade have already cost Google more than $9 billion in fines. In hearings in Europe’s second-highest court next week, Google will seek to overturn a record $5.15-billion EU antitrust fine resulting from a 2018 European Commission ruling that it had used its Android mobile operating system to thwart competition. advertisement advertisement If Google can reach a settlement in the latest EU probe, it would avoid a fine as well as a finding of wrongdoing, according to Reuters. However, in the EU’s past three Google cases, antitrust chief Margrethe Vestager chose to levy sanctions rather than negotiate settlements. If Vestager did agree to settlement talks, that process could take months or years. In June, Google settled antitrust charges brought by French regulators by agreeing to pay nearly $270 million in fines, stop giving its own services preferential treatment on its advertising platforms, and changing its systems to make it easier for competitors to use its online advertising tools. The company did not admit any wrongdoing. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 24, 2021 at 06:43AM
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B2B Marketing News: Marketer Optimism Soars, LinkedIn’s Thought Leadership Impact Report, Google’s Newsletter Project, & Media Budget Trends https://ift.tt/39Ox7RX What New Approaches Are B2B Execs Taking with Their Nurture Programs? 49 percent of B2B marketing sales and technology executives say they’ve started using content engagement data, with 44 percent having begun using account-based nurturing, while some 37 percent say that they've started using intent data, according to recently-released survey data exploring new approaches to B2B lead nurturing. MarketingCharts Intuit confirms $12B deal to buy Mailchimp Financial software firm Intuit will acquire marketing automation platform and email marketing service Mailchimp for some $12 billion, making Mailchimp a brand within Intuit's portfolio and expanding its small business focus, Intuit recently announced. TechCrunch LinkedIn launches a $25M fund for creators, will test Clubhouse-style audio feature in coming weeks Microsoft-owned LinkedIn (client) has rolled out a $25 million creator fund that will play a role in the professional social media platform's new Creator Accelerator Program, and form a pillar in efforts to expand engagement among its 774 million users, LinkedIn recently announced. TechCrunch Where Are Media Budgets Trending for Next Year? A net 76 percent of marketers plan to expand their media budget for digital video during 2022, representing the top area of media expansion planned for next year, followed by branded content by influencers at 71 percent and social media story ads at 70 percent — one of several statistics of interest to B2B marketers contained in recently-released survey data. MarketingCharts More information on how Google generates titles for web page results Google's Search Central online developer community has released updated guidance on some of the sizable array of elements it considers in pulling together search result page titles — including traditional title tags, half-empty, obsolete, inaccurate, and micro-boilerplate titles, the search giant recently announced. Google Search Central The State of Video Marketing in 2021 [Infographic] The number of businesses utilizing video in marketing efforts rose from 63 percent in 2017 to some 86 percent during 2021, while 90 percent of Instagram users say they follow a business on the Facebook-owned platform — two of several statistics of interest to online marketers contained in recently-released infographic data. MarketingProfs Google's Area 120 team jumps on the latest media trend in its new app Google has begun accepting invitations to test its new newsletter creation app Museletter, which is poised to offer features for sharing content in newsletter and other formats, and which includes options to offer paid subscriptions, Google recently announced. Android Police 4 Key Revelations from the Edelman-LinkedIn 2021 B2B Thought Leadership Impact Study 56 percent of buyers say if thought leadership content doesn't persuade them within a minute they'll disengage, while 73 percent of buyers say they seek out thought leadership content in order to stay up-to-date with timely industry insight — two of numerous findings of interest to B2B marketers contained in newly-released report data. LinkedIn Twitter Experiments with New Visual Editor, Which Would Incorporate Fleets Tools Twitter has begun testing an updated visual editor for creating messages on its social platform, with new features that include cropping, stickers, plain-text visuals, and other elements, some derived from Twitter's recently-retired story-format 'fleets' editor. Social Media Today Marketer Optimism Hits Highest Point Since 2015, Delta Variant Signals New Crash During august 2021 marketing executives optimism about the U.S. economy recorded its highest figure since 2015, with a 69.6 optimism rating on a 100-point scale, according to recently-released joint survey data from Duke University’s Fuqua School of Business, Deloitte, and the American Marketing Association. MediaPost ON THE LIGHTER SIDE: A lighthearted look at the “evidence-based marketing” by Marketoonist Tom Fishburne — Marketoonist This Atmospheric Spot for Maersk Promotes the Brand's New Logistics Services — Adweek Home computing pioneer Sir Clive Sinclair dies aged 81 — The Guardian TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Marketer Optimism Soars, LinkedIn’s Thought Leadership Impact Report, Google’s Newsletter Project, & Media Budget Trends appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh September 24, 2021 at 05:39AM
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First Week Of Fall -- So, What's Your Holiday Sales Strategy? https://ift.tt/3kz8UVE While the biggest top-of-mind issue should be why pumpkin spice lattes are being sold in 90-degree weather, in reality, it’s winter and the holiday shopping season we must focus on. Adobe’s Digital Economy Index discovered that consumers spent $844 billion online from March 2020 to February 2021—an amount that equates to a holiday season spend. Last year, we were cautiously optimistic about retail and spending, given the promise of a vaccine and the world reopening. This year, with the rise and the spread of multiple variants, we continue to be cautious and optimistic. The difference this time is, brands must be prepared for holiday shopping in all forms: online, retail, via social media shopping channels. Is your brand game strong in each element? If not, what’s your Plan B? If one doesn’t exist, now is the time to make sure one takes shape. Here are some ways brands can prepare for a hybrid, multimonth, holiday shopping season. advertisement advertisement Social is more than Facebook and Instagram. Facebook and Instagram should remain in your social marketing budget, but it’s time to branch out, especially if your target audience is Gen Z. Consider widening your breadth of social media outlets to reach more consumers. TikTok, Snapchat, and Pinterest reach a wide audience of varying ages. Snapchat even publishes a yearly “Celebration Cycle” to explain the path to purchase and what products are trending. Shopper marketers, take note: Entice consumers in-store with codes and promotions that take them online to interact with your brand. Take offline activities online. Ready for your AR close-up. Is your brand AR-ready? AR (augmented reality) experiences lead to purchases on mobile devices. Consider a holiday campaign that uses AR and ties into the retail experience in-store, which is not going away. Hybrid shopping is here to stay. The pandemic taught consumers that anything can be purchased online—even groceries! Many consumers will be happy returning to normalcy, which means stepping foot inside a store. Others may feel differently, and prefer to continue down the road of online shopping for anything and everything. Brands must ensure both advertising strategies are strong, and this may mean divesting some of the marketing budget from one medium to another. Digital may see percentages close to retail’s cut, depending on where infection rates stand. At the end of the day, foot traffic remains high, even when mask mandates are in effect. But be prepared to shift budgets on a moment’s notice if things change. Just as shopping will remain a hybrid experience, so should your marketing plans. Don’t place all your eggs on in-store or all digital. Connect with shoppers in as many places as possible. Go big or go home. Consumers aren’t cutting back on spending; quite the opposite. It’s the way these purchases are made that’s ever-changing. Expect this holiday season to be big on spending. Consumers plan to go all out to make up for the Zoom holiday season most families had last year. Brands must do the same. Offer deals before Black Friday, for consumers looking to shop early. Ensure that your brand’s digital presence is seamless and up to date. If more than half of holiday purchases are online, make sure your website and supply chain are ready for the influx of traffic. How is your company readying for the influx of sales this holiday season? Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 23, 2021 at 09:16PM Simpli.fi CTV Retargeting Extends Performance Ad Options, Programmatic Focus https://ift.tt/3oavciC Simpli.fi added CTV Retargeting this week, expanding its Performance CTV offering and its focus on programmatic advertising and agency management software. This latest capability enables advertisers to retarget consumers who were previously served a CTV impression with a variety of ad types. The idea is to drive higher performance at a lower average cost. “We take users who have been exposed to a connected TV ad and build an audience around it,” said Ryan Horn, senior vice president of marketing at Simpli.fi. “It gives our advertisers the ability to retarget the consumer with a different creative ad like display or video or mobile, for a slightly lower cost.” The data used to target the ad can include addressable, behavioral, and first-party data. Horn said if someone watches a connected TV show and ad space became available at auction, Simpli.fi would bid on the ad space using all the available data. The number of connected TV devices in U.S. households has grown significantly over the past year. About 82% of U.S. TV households have at least one connected TV device. advertisement advertisement In 2021, Simpli.fi has run more than 32,000 CTV campaigns for about 8,200 unique advertisers. The data also suggests that 60% of adults watch video via a connected TV device at least weekly in 2021 -- up from 59% in 2020, 52% in 2019, 40% in 2016, and 10% in 2011. Retargeting is not new for Simpli.fi. The company got its start in search retargeting, with the ability to serve ads online based on keyword data from search to contextual. That expanded into geolocation, addressable and household-level targeting. Simpli.fi can use search targeting to find the appropriate audience for the CTV ad. If someone searches on a specific keyword or for a specific product, the company would target the CTV ad toward a specific advertiser. The company’s cross-device graph makes it possible to pair the correct consumers with the brand. Horn expects many more advancements in CTV, especially around attribution and targeting. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 23, 2021 at 09:16PM
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Arthur Provides Top Companies With Virtual Reality (VR) Office Spaces https://ift.tt/3ABT8yR Enterprise VR office space provider Arthur creates fully immersive collaborative workplace environments for Fortune 500 companies using Facebook’s Oculus Quest 2 virtual reality headset. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ September 23, 2021 at 09:15PM |
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