Articles about Marketing

Account-based marketing (ABM) is one of the most effective approaches to B2B marketing, but historically users of the technique have struggled to scale it beyond a few accounts.

San Francisco-based YesPath is using the MarTech marketing technology conference to launch its new ABM offering using algorithms to select the right content and get it to the right person at the right time.

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You might be annoyed by the constant marketing you’re getting in your email, but that’s only because research shows that the method works. Not only does it work, but it’s working better than (almost) ever.

Email marketing software provider Sign-Up.to released its new annual Email Marketing Benchmark Report, looking at how successful email marketing campaigns are. It employed some serious numbers into its results -- more than a billion emails across 29 industry sectors, looking at various parameters such as click through rates, open rates and so on.

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Most marketing email gets personalized using a static template which limits the amount of information that can be tweaked for each recipient.

Marketing automation company Boomtrain is launching a new platform, Boomtrain Editor, that adds advanced machine learning personalization regardless of email provider. It predicts the optimal email content for each recipient, and can then be applied by simply dragging and dropping it into a customizable template.

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Great advertising strikes a chord, in this instance quite literally, with consumers. The best compares the primary product to another, effectively evoking emotional connection. Apple's "1984" commercial and "Get a Mac" series are excellent examples. In the former, the IBM PC is portrayed as Big Brother, while in the latter actors represent Mac and PC—the benefits of one and detriments of the other. Both examples use metaphors to simplify complex comparisons and to make lasting impressions rather than to checklist features.

Google spot "Monotune" is a magnificent metaphor—piano of 88 different keys representing Android set against another, portraying iPhone, where all the notes are the same. Music is memorable, and the comparison striking as much for the under current. Apple's brand often is associated with music and also creative individuals.

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When people are booking travel, companies like travel agencies, hotel chains and airlines have an opportunity to gain a loyal customer.

But a new survey of more than 500 travelers from data science specialist Boxever suggests that the window to turn searchers into bookers and beat the competition is a narrow one.

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Marketers are always keen to understand customer purchase intentions. But whilst there are many tools aimed at building consumer intelligence can business to business organizations benefit too?

Washington DC based True Influence thinks so and is launching a new data-as-a-service solution called InsightBASE, which monitors and curates online behavioral signals. It aims to allow B2B marketers to engage with prospects even before they directly identify themselves as being in the market.

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Marketing organizations are always keen to understand more about their customers so they can accurately target their efforts.

Machine intelligence-based marketing platform Boomtrain is launching a new application on the Oracle Marketing AppCloud offering predictive personalization to help businesses form better relationships with their customers.

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Advertising rarely gets as good as this! Microsoft sets the mood for the season in a new spot where its New York store staffers serenade Apple specialists for "peace on Earth". A children's choir joins the caroling, creating a classic! This is award-winning advertising in the making. Filming at night adds terrific ambiance, topped off with Apple 5th Avenue Store employees embracing their Microsoft retail rivals.

If Microsoft is the British Empire, then Apple is the American era. Oftentimes, the mighty are arrogant and condescending about their dominance, and it's rare that they sue rivals for peace -- from a position of dominance. The humbled fallen must adopt new tactics in the New World order. For Microsoft, that means cooperation. If nothing else, the commercial is a metaphor for the new Microsoft.

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To stay competitive companies have to understand their customers, in the modern data-driven world that means adopting a more personalized approach and abandoning old mass marketing techniques.

San Francisco-based Boomtrain is announcing the integration of its predictive personalization platform with the Marketo marketing software to offer companies deeper understanding of individual customers and help them build stronger relationships.

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Online retailers rely on the holiday season for a high proportion of their revenue, yet a new survey suggests that with Black Friday only two months away, 38 percent aren't yet prepared for this year's sales.

The survey from email marketing company Campaigner shows this lack of preparedness is despite 70 percent anticipating a rise in mobile sales and nearly 50 percent planning to prioritize social sharing for marketing success.

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On Sept. 16, 2015, Apple released iOS 9, which enables users of iPad and iPhone to disable ads. The company claims the capability improves the overall user experience. As someone covering the tech industry for more than two decades, I perceive it as something else, too: Competitive assault against Google and means of pushing publishers to iOS 9's new News app. There is nothing friendly about Apple's maneuver. It is aggressive and tactical. But does it really matter?

Stated simply: More than 90 percent of Google revenue comes from contextual and search-related advertising. Apple derives about the same figure from selling devices and supporting services. At the same time, mobile is the future of Internet advertising and the battleground where the two meet. The entities' respective mobile platforms, Android and iOS, long ago put the tech titans on a collision course. Conceptually, what Apple can't gain from iPad and iPhone sales, it can take by shaking pillars supporting its rival's business.

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Consumers love getting personal, timely and relevant offers from retailers but they don't like having to share the data that makes them possible.

This is one of the main findings of new research by predictive marketing and consumer intelligence specialist Boxever. Of 507 consumers surveyed more than 60 percent indicated they prefer offers that are targeted to where they are and what they are doing, but 62 percent said that they don't want retailers tracking their location.

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YouTube and Kit Kat lovers across the pond have reason to gloat. Unless imported—and there is a legal settlement prohibiting such practice—"YouTube My Break" campaign chocolate bars will not be coming to these shores. Yesterday, Google and Nestlé announced the branding collaboration, which replaces the Kit Kat logo with "YouTube break" on 600,000 wrappers.

"Hershey does license the rights to Kit Kat in the U.S.," a company spokesperson tells BetaNews. "At this point in time Kit Kat U.S. is not participating". That's okay, because I look at the UK campaign and wonder: "Why now?" In 2013, Hershey joined the Nestlé-Google collaboration that put the green Android robot on Kit Kat bar wrappers when the mobile operating system of the same name shipped. That tie-in I understand.

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Bias in the media is inevitable, and any news gatherer who denies this fact is a liar. Companies seek favor or to influence in countless ways. It's the nature of the beast, which cannot be tamed. So I wonder how Chromebook Pixel embargoes impacted reporting about Apple's newest laptop. If so, Google pulled off one hell of a marketing coup.

The search and information giant provided many tech blogs and news sites with the new Pixel about a week before the laptop launched yesterday and the first reviews posted—that was also days before Apple's well-publicized media event where a new MacBook was rumored. Both computers share something in common: USB Type-C, which is bleeding-edge tech. The connector received much media attention on Monday and Tuesday two ways: Buzz about it being the next great thing, and MacBook having but one port (Pixel has two, and others).

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The newest Android "be together. not the same." commercial posted to YouTube today ahead of Apple's big smartwatch launch. The video series focuses on individuality and choice, which packs a little more punch for a wearable where one size likely won't fit all.

I like the background music, "On the Regular" by SHAMIR, in an advert by every measure focused on Apple Watch's presumed young and hipster crowd. You can be square, round, or whatever you want with Android Wear.

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