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Marketing Technology for Growth

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An Explanation of Channel-Based Content Personalization

 
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In a previous blog, we defined what content personalization is and why it matters. However, if you missed that post, personalization is all about making the content and web experience more relevant to the individual.

Content Personalization: What it is and Why it Matters

 
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Content is a word with many different meanings that exists in multiple mediums. Everything from documents to videos to images and audio are all different forms of content. Yet, that still doesn’t really define what content is. At a basic level, content can be defined as information, but that’s just the beginning. Updating your website with content, on its own, is not enough to generate leads or drive conversations.  Rather, you must create content that engages your target buyer persona and encourages conversions. Personalization is what makes this possible.

The Promise and Peril of Digital Technology

 
The Promise and Peril of Digital Technology

Since the dawn of recorded history (and likely before), pundits and pontificators have warned of the promise and peril of new technologies. I recently had occasion to reflect on the dualistic nature of technology firsthand when faced with the dilemma of how to spend a few hours of free time the other evening. My wife and kids having gone to bed earlier than usual, it was only 8pm, and I was confronted with possibility of using digital technology to either enrich my life or to entertain myself. Which do you think I chose? Before answering, let me provide a little background...

RWD: The Month in Review

 
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Throughout February, I’ve written about the different benefits of Responsive Web Design (RWD). In case you missed the other posts, RWD refers to “an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones),” according to Wikipedia.

Inbound 101: Three Major Inbound Components

 
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Let’s begin by defining what inbound marketing is at a basic level. At its core, inbound marketing is marketing that is focused on getting found. This is in contrast to traditional “outbound” marketing, which aims to find customers and interrupt people. Common outbound marketing techniques include cold-calling, print advertising, T.V. advertising, junk mail, spam, and trade shows.

Facebook Place Tips: The Next Killer SoLoMo Tool for Businesses?

 
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If you’re looking for new ways to capitalize on the consumer shift to SoLoMo and draw in nearby mobile users to your place of business, Facebook has you covered. In late January, Facebook announced a feature called Place Tips to help users receive contextually relevant information about nearby businesses directly in their News Feed. In what may prove for businesses to be a silver bullet for SoLoMo connection and conversion, Place Tips offers up this information by pulling content from company Facebook Pages, as well as from people in the user’s social network who’ve been there before.

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Businesses Flock to Facebook Mobile Ads: Should Yours?

 
Businesses are Flocking to Facebook Mobile Ads

Facebook is on a roll. Recently released Q4 2014 earnings show full-year revenues of $12.47 billion, a 58% year-over-year increase. Most of this growth is driven by ad revenues, which reached an all-time high of $3.59 billion for Q4 alone, and specifically mobile ad revenues, which represented 69% of total Q4 ad revenues. This is a far cry from the spring of 2012, when the world’s biggest social network openly acknowledged it had a mobile ad monetization problem. Shortly thereafter, Zuck and crew did an about face and went all in on mobile. And they’ve been cashing in ever since.

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5 Facts That Prove Mobile Marketing is the Future [Infographic]

 
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Mobile is taking over. Now more than ever, consumers are ditching their desktops and switching to smartphones and tablets to make purchases. And as a 21st century business owner, your website is basically your company’s storefront. In today’s technological environment, it’s not just recommended that businesses optimize their websites for mobile, it’s a necessity.

Six IDC Technology Predictions for 2015

 
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Today, the world’s technological landscape seems to change in the blink of an eye. Just when you think you’ve seen the latest technology, you hear about something newer and better that just came out. There’s no way to keep up or truly predict the future of the tech industry.

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Why it's a Good Time to be a Digital Marketer

 
Why-It's-a-Good-Time-to-be-a-Digital-Marketer

The inexorable shift in the marketing function to digital is a largely consumer-driven phenomenon, as digital technologies like the Internet, social media, and mobile devices have empowered consumers to demand more out of brands and marketers. For today’s tech-savvy consumers, simplicity, convenience, and highly personalized omnichannel experiences are root expectations. Marketers, whether or not they like it or are prepared, have been thrust into this digital maelstrom, and must engage in ever-more granular consumer interactions in an attempt to foster long-term relationships with highly varied – and sometimes highly disparate – consumer segments. Moreover, marketers are expected to deftly mine vast troves of data to constantly measure the effectiveness of their initiatives and ensure sufficient ROI is generated from their efforts.

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