Just Media, Inc. https://www.justmarketingaustin.com Mon, 04 Feb 2019 18:14:57 +0000 en-US hourly 1 https://wordpress.org/?v=5.0.3 Who Said Standardize? https://www.justmarketingaustin.com/2019/01/who-said-standardize/ https://www.justmarketingaustin.com/2019/01/who-said-standardize/#respond Thu, 24 Jan 2019 18:12:02 +0000 https://www.justmedia.com/?p=5435 You’ve probably read countless articles about the importance of standardization in digital media and how you need it to be successful. However, implementing a standardized process that results in standardized data, metrics, benchmarks and expectations is not a simple task. There are numerous challenges to overcome and plans to set in place for standardization to Read More >

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You’ve probably read countless articles about the importance of standardization in digital media and how you need it to be successful. However, implementing a standardized process that results in standardized data, metrics, benchmarks and expectations is not a simple task. There are numerous challenges to overcome and plans to set in place for standardization to truly set you up for success.

In addition, it’s important to be aware that standardization is not always about the present. Commitment to a single data structure may only provide small wins in the short term, and may only bear true results months or years down the road.

Here are some key takeaways we’ve learned in going through a standardization process:

Everyone has to be on-board.

Everyone who is going to be impacted by changes needs to be included in the development of the new process. Standardization is not created by a “data or process person” tucked away in the back of the office. It requires true buy-in from all stakeholders. Anyone within an organization who touches the workflow must be on the same page; or at least reading the same book. Without this, there will be late adopters who ignore changes and continue to follow the old methods that have worked in the past. You will also need everyone on the same page in order to receive valuable feedback in areas that may have been overlooked. While this might not seem like a huge deal upfront, everyone down the funnel, as well as your final output will suffer and cause significant delays to achieving your final goal.

Typically, the people who are forced to change their day-to-day process are not the ones who see the benefits first. Make sure they know this and be ready to explain the need for change as many times as necessary.  Positivity and professionalism are huge here. When I ask a colleague to change his/her process, I need to respect that I am effectively forcing them to re-learn the job on the fly. Even if standardization will benefit someone in the long run, a little empathy in the present goes a long way!

Know your end goal:

Try telling someone to change the way they have been doing their job – maybe for years – without giving them a good reason why. Without being able to clearly justify the benefit of standardization you will only be met with push-back. And reasonably so. Why should someone change their workflow if there is no tangible benefit in sight? Being able to clearly explain why you’re making changes is key and will keep you on track. Prepare a list of both short term and long-term benefits so you can have an educated discussion with all the stakeholders and help them understand the needs.

Be confident about what you’re asking people to do/change:

In order to establish the best process, you will need to have a deep understanding of all the different technologies you are working with and how they work together – and more importantly how they don’t. This may require a lot of self-sufficiency and guidance from in-house platform experts to learn new platforms and how they could speak to each other. Be careful to exclusively rely on existing knowledge as platforms and technologies update their capabilities all the time.

Take time to meet with each team and stakeholder to understand their existing workflow. Focus on achieving your end goal while minimizing changes to a functioning work product. A common error is to over-complicate a new process – often to the point where it negatively affects the team’s efficiency.  Sometimes the most accurate or efficient process doesn’t provide enough benefit to make the lives of the team that much more difficult. As much as this is about data and accuracy, it is more about sustainability and scalability. The more rigorous standards serve no purpose if nobody is able to follow it.

Another thing to consider during this phase is that you should not ignore smaller pain points just because they do not appear to immediately impact your larger objective. For example, if your working to standardize all the performance data coming from your media platforms, ignoring an inefficiency in the way display media is booked will eventually come back to bite you when they need to update their process again to solve for that teams’ specific needs. Remember, keeping each channel / team functioning at their best works in your favor.

Be strict – it’s necessary.

Remember, whatever process you put in place, you’re the one who needs to police it. Without strict oversight and training you will not succeed. Documentation will help but will not solve everything. Be ready to assist others with the transition and continually check the work to make sure it is being done correctly. Make sure you or others have dedicated time to continue to support and train those who need it.

When you’re ready, pick a date and stick with it. Once you have all your ducks in a line and know the process that is needed, a firm date must be agreed upon. Without this you will find it difficult to show any results.

As mentioned before, there will always be stragglers to adopt a new process. While it’s understandable for a few delays, do not be a push over.

Why?
Efficiency + Scale

While freedom to work the way you want is great, it can be highly inefficient across any team.  Picture yourself as a manager proofing your teams work if each team member provides you a deliverable that looks nothing like anyone else’s. Or if all the deliverables you receive all look exactly the same, but the process to get there was completely different. As you can imagine, this makes it tough for you to be able to confidently do your job, and even more difficult to back track if you find an error. This is why using the same process across a team is necessary. Not only that, but it allows your team to start to share the workload. In media everyone knows there are ups and downs in workloads. Being able to pick up your peer’s work without learning an entirely new and unique process can help distribute the workloads and open the door to take full advantage of your vacation.

Accuracy

In addition to gaining better support from your peers, I promise that as everyone gets used to a standardized process, the accuracy of your work will increase. In addition, you will start to see others on the team step up and provide guidance for those who are struggling.

Data Enablement:

In case you missed it: data is the future of Media. Having clean structured data will open the doors for what you can do in the future. As media gets more diverse across all channels, data will pave the road to what actually works. Being able to forecast, predict, visualize and purchase media with preexisting knowledge will put you ahead of your competitors. Plus, you will gain access to powerful new tools that will only help further capabilities and shape new goals.

 


K E V I N   A S H W O R T H
Associate Director, Business Intelligence

 


  

 

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https://www.justmarketingaustin.com/2019/01/who-said-standardize/feed/ 0 Google Ad(word)s 2018: A Year in Review https://www.justmarketingaustin.com/2019/01/google-adwords-2018-a-year-in-review/ https://www.justmarketingaustin.com/2019/01/google-adwords-2018-a-year-in-review/#respond Tue, 08 Jan 2019 19:36:52 +0000 https://www.justmedia.com/?p=5362 Another year come, another year gone. The world saw Facebook + Cambridge Analytica’s political blunder, Meghan Markle and Prince Harry tying the knot, and Russia host the best World Cup tournament ever. But perhaps these events pale in comparison to the shifts we saw in search engine marketing. Perhaps.   AdWords Re-branded to Ads Google Read More >

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Another year come, another year gone. The world saw Facebook + Cambridge Analytica’s political blunder, Meghan Markle and Prince Harry tying the knot, and Russia host the best World Cup tournament ever. But perhaps these events pale in comparison to the shifts we saw in search engine marketing. Perhaps.

 

AdWords Re-branded to Ads
Google announced that AdWords would now be named Ads in a move to better align the product with the full array of advertising capabilities. Now offering far more than just keyword targeting, removing word from the name seems appropriate to not belittle the vast reach of the platform into search, video, maps, apps, web, and more.

 

Deprecation of adsenseformobileapps.com Placement Exclusion
Adding adsenseformobileapps.com as a negative placement to GDN campaigns will no longer remove all mobile app placements as a blanket approach. Instead, additional device targeting and categories have been made available (not yet accessible from editor) in the campaign device settings.

 

Exact Match Close Variants
This one… has given managers mixed emotions. Exact match will now begin including close variations that share the same meaning as your keyword. This is likely in attempt to keep pace with the roughly 15% new searches that are performed EVERY DAY. However, it begs a lot of question around word order, preposition words (flights to Austin vs. flights from Austin), plurality, and more in the context of match criterion types. The other very important factor you can’t overlook as an account manager is the need to perform SQRs (Search Query Reports) across all of your exact match campaigns from now on. If you haven’t already, you need to look at SQRs for your current high-volume exact match campaigns and ad groups and perform an audit two weeks following the launch of any new exact match terms. Unlike BMM terms, this does not need to be done on a regular basis, twice a year should suffice.

 

Google Ads + Google Sheets Integration
A new Google Sheets integration now allows managers to natively (and automatically) pull Ads performance data directly into Sheets for analysis and reporting. Our team has used this functionality quite a bit already and while the UI could use some polishing, the functionality has been largely praised. Previously this required the tedious process of navigating to your data, downloading in CSV, then uploading or pasting for actually processing in a spreadsheet program. Tedious no more.

 

Parallel Tracking Now Required
To better support Googles evergreen goal of easing and enhancing the user experience, they now require parallel tracking for all accounts. Parallel tracking sends users directly from an ad click to the final URL, while separately directing click tracking processes to the background. This in theory should allow for a quick, more seamless flow for the user from ad to landing page.

 

Responsive Search Ads
Currently in beta, responsive search ads have been widely accessible accounts and really showcase Google’s priority to move Ads toward a machine learning optimized platform. A child of ETAs, responsive search ads extend the character limits and allow for 15 headlines and 4 descriptions while giving control to Google’s AI to determine the actual ad makeup and copy. Depending on the context of the query and the user’s persona, Google will determine which combination of headlines and description is most relevant.

 

What Google has in store for 2019, only time will tell. But we’re wagering we’ll continue to see a significant shift of manual controls over to Google’s A.I. and machine learning abilities.

 

Stay tuned…

 

Have questions regarding Your Paid Search strategy? Direct any questions to paidsearch@justmedia.com and we’d be happy to help!

 

 


T Y L E R   T  A N T O N

Search Marketing Specialist

 

 


 

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Social Media Trend Forecast: 2019 https://www.justmarketingaustin.com/2019/01/social-media-trend-forecast-2019/ https://www.justmarketingaustin.com/2019/01/social-media-trend-forecast-2019/#respond Thu, 03 Jan 2019 22:48:13 +0000 https://www.justmedia.com/?p=5306 Tis the season for reflection and it’s no secret times have drastically changed since Just Media kicked off its first paid social media campaign back in 2012. At this time targeting was extremely limited, spends were less than minimal and most B2B marketers, and even some B2C marketers, never thought they could see their brand Read More >

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Tis the season for reflection and it’s no secret times have drastically changed since Just Media kicked off its first paid social media campaign back in 2012. At this time targeting was extremely limited, spends were less than minimal and most B2B marketers, and even some B2C marketers, never thought they could see their brand appealing to their target audience on Facebook. Fast forward to present day, our specialized and ever-growing paid social team of experts handle everything from the complex interactive ad deployments, intricate audience set up using first and third-party data and interpreting immense data reports across a myriad of platforms both large (as in Facebook, Instagram or LinkedIn) and more niche (as in Reddit or Xing). Below, our social team gives their thoughts on the various platforms and what exciting developments they hope to see come to fruition in 2019.

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While social listening and brand monitoring are not new concepts, they are certainly on the rise for 2019. Using competitive research, keyword tracking, and social listening tools, we can monitor the impact of campaign programs on brand sentiment and market share-of-voice. Great, right? Well it doesn’t stop there! 2019 will be the year of growth and expansion. With that in mind, social listening will be a vital way for us to keep an ear to the ground for lead gen and social selling. Social media is a great place for people to express their thoughts, recommendations, and frustrations– so we should be ready to address them with potential solutions quickly.


Contributed by
Nikki Lee Anderson

 

We are seeing Instagram rise in the third quarter as Instagram stories are becoming more and more popular. Stories are taking up 25% of the total Instagram spend in Q3 as advertisers are realizing that through stories we are able to reach audiences in a more personal way. Cost metrics have stayed at roughly the same which indicates users are effectively engaging with the Instagram story content. IG stories will become a way for businesses to show their fun and creative side to engage users in a much more informal setting to build positive brand experiences.


Contributed by
Misa Rasmussen 

 

In 2019, brands should capitalize on having a multi-channel communication approach across LinkedIn, Facebook, and Twitter. But should B2B companies take a step back from Facebook? 2018 was a turbulent year for the platform due to data scandals and backlash from its users. Unfortunately, as a consequence, Facebook removed detailed targeting options that B2B advertisers heavily relied on. Companies also feared having a presence on Facebook would, in turn, tarnish their brand’s image. As a result, companies began channeling marketing efforts towards LinkedIn. Just Media believes that more companies will begin shifting their marketing dollars towards LinkedIn not only for brand safety, but due to the platform’s wide array of detailed targeting options. The platform will keep brand voices safe while providing more cost-efficient resources.


Contributed by
Tyler Price 

 

Influencer marketing can be controversial among brand practitioners, but in reality, the tactic of paying a content-creating celebrity to represent a brand is extremely effective and cost efficient.  While traditional commercials and medium screens (computers) are getting pushed out of the equation, the best way to reach a consumer nowadays is through mobile with influencer marketing. Today 81% of consumers regularly purchase items after seeing them shared on social media. Plus 70% of millennial consumers make purchases from recommendations from their peers. Influencer marketing helps your brand expand reach, drive sales, increase brand awareness, boost brand reputation, and have the highest impact on increasing ROI. What does the rise of influencer marketing do for the future of advertising? In reality, tech is changing along with the approach to advertising. As society shifts to regularly use mobile, the smartest tactic to reaching out to them is go to where people are spending their time naturally. It’s time for marketers to embrace the future.


Contributed by
Frances Tao 

 

Once unique to Snapchat, Stories is becoming a social standard as now almost every major platform is jumping on the bandwagon. Facebook has been pushing brands and advertisers to utilize Stories throughout 2018, across both its Instagram and Facebook properties. With recent news that YouTube and LinkedIn are adopting this same technology, that push will only grow in 2019. Advertisers will need to customize creative for this placement to keep up with the movement and engage audiences through all the clutter, especially on Instagram where Stories is quickly surpassing the Feed in how users share on the platform.

 

Contributed by
Leslie Beightler 

 

Many of today’s social media platforms are offering seamless purchase transactions without the friction of landing pages and shopping carts. Platforms participating in this trend include Instagram, with its shoppable product tags (now extended to stories), Facebook’s Marketplace, and Pinterest’s buyable pins, just to name a few. As consumers become more accustomed to this easeful customer experience, their patience for the clunkier aspects of traditional ecommerce will continue to diminish. Many online businesses with a social media presence can get ahead of the curve by strategically utilizing their social platforms to sell their products and services as this trend continues to grow in 2019 and beyond.

 

Contributed by
Cory Halberstadt

 

In 2019, brands will be keen to introduce the Facebook Attribution Tool to better quantify and understand the impact your Awareness Campaign is making for your business. Facebook Attribution is an advanced measurement tool designed to give you a more complete picture of your customer journey, so you can understand which of your ads are driving business actions. Once the tool is connected through your Facebook Pixel and Business ID, you will be able to assign credit based on the incremental impact of all your marketing efforts across Facebook and Instagram. For example, a percentage of conversion credit will be accurately awarded to a branded advertisement if a Conversion in the demand campaign occurs after the individual views that piece of branded content. This tool in 2019 will assist marketers in closing the loop between Brand and Demand efforts and finally be able to view the impact of your Awareness Campaign beyond common cost-metrics.

 

Contributed by
Jon Funnell

 

In 2019, Social Media will become even more global with challengers entering the arena to battle for the top spots. As part of an agency striving to be experts in global marketing strategy, we need to respond to new developments in ad platforms outside of the main four (Facebook, LinkedIn, Twitter, and Instagram). LINE is an exciting opportunity to learn more about how to reach users where they live online. If we want to stay relevant, we need to adapt to popular platforms outside of the US. Brands advertising on LINE will be uniquely positioned to reach these markets with less competition—and how exciting is that?

 

Contributed by
Joseph Gudino

 

 

This year, Facebook rolled out its Asset Customization by Placements feature, which allows advertisers to format where their ads are displayed (i.e. Facebook Newsfeed, Audience Network, Messenger, Instagram Stories). This feature will help improve both the relevancy of your ads and improve campaign performance. The placement asset customization feature allows you to tailor your image or video asset to the most effective format for various placement options. You can now have different creative variations within a single ad.


Contributed by
Kristina Wong

 

In 2019, we will be able to have a more streamlined creation process on LinkedIn, which would be similar to Facebook. This will create more efficiencies within the platform. We can now report based on the types of objectives (brand awareness, talent leads, etc.) The new objectives we will be able to utilize are: Brand Awareness, Engagement, Lead Generation, Video Views.


Contributed by
Amandeep Robinson

 


What trends do you anticipate will take the industry by storm in 2019? Let us know your thoughts in the comments below. If you are interested in scheduling some time to discuss your paid social media needs, our team would love to geek out with you.

 

  

 

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6 Steps to Effective Lead Generation in 2019 https://www.justmarketingaustin.com/2018/12/6-steps-to-effective-lead-gen/ https://www.justmarketingaustin.com/2018/12/6-steps-to-effective-lead-gen/#respond Mon, 17 Dec 2018 19:52:18 +0000 https://www.justmedia.com/?p=5309 You’re an entrepreneur or a marketing executive who’s tasked with driving more B2B leads during the work week. You may have a small or large marketing budget, and you may or may not be using paid ads already. Whatever the case may be, driving MQLs isn’t easy, and doing so is part art, part science. Read More >

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You’re an entrepreneur or a marketing executive who’s tasked with driving more B2B leads during the work week. You may have a small or large marketing budget, and you may or may not be using paid ads already. Whatever the case may be, driving MQLs isn’t easy, and doing so is part art, part science. Making sure your leads count and making sure they tie back to ROI.

Does this sound like you? If so, you’re in luck.

We have just the marketing channel that can help you – paid search. Paid search is a great method for driving low-funnel conversions and getting your solution in front of qualified leads who want a solution quickly. And the largest paid search platform of all – Google Ads – allows you to serve ads on Google, the world’s largest search engine. Whether you’re already running paid search campaigns, or a first-timer, Google Ads is an effective and useful tool for driving B2B leads into your pipeline. The combination of functionality, access to qualified buyers, and low barrier to entry makes it a perfect fit for demand generation.

Putting your chips onto Google Ads is a smart move, especially in 2019. Below, we’ll go into 6 simple Google Ads strategies that help any B2B lead gen campaign convert more smoothly and drive ROI.

1. Integrate Google Ads & Your CRM Reporting

To understand how effective your paid search campaigns are performing, make sure you can track performance all the way through the funnel. That doesn’t just mean in Google Ads and Google Analytics. We’re actually talking about your CRM, whether it’s Salesforce, HubSpot, or something else. Integrating Google Ads with your CRM system allows you to track the keywords / audiences bringing in leads versus those simply spending without performing. This ties back to lead scoring – knowing what leads are quality and which aren’t. It’s not enough to know the average number of leads it takes for a sale, or how much the average lead is worth.

Some leads perform better than others, and tying the quality of lead back to the campaign is essential.  You might think one keyword deserves the majority of your budget, but wouldn’t know a second keyword was actually generating more back-end revenue and sales.  Integrating Google Ads with your CRM lets you see the entire customer Journey from beginning to end.  You can directly integrate Salesforce CRM data into Google Ads. Alternatively, you can download performance reports into your CRM dashboard and get a keyword-level view of where your leads and sales come from.  The goal, as always, is to understand what the quality of lead is. This allows you to optimize based on ads, key words, and landing pages that produce best.

2. Campaign Segmentation

One problem with many paid search accounts is that they don’t segment campaigns based on targeting tactic.  It’s not enough to have a single campaign for a single offering. Get more specific here!  Campaigns can be segmented by any of the following:

• Device
• Target Consumer (depending on landing page and offer)
• Location (including radius, zip codes, DMA regions and countries)
• Network (Including Search Partners)
• Keyword Match Type,
• Brand (searchers who have heard of your company) vs. Non-brand

Segmenting your campaigns out by the above lets you get cleaner in terms of organizing and duplicating campaigns across territories, product offerings, and so on. Researching stand-alone keywords, tweaking ad copy to where the B2B customer is in the sales cycle, and segmenting landing pages are all effective strategies. This boosts your performance and lets you get a better sense of what audiences convert best.  This results in more qualified leads, better conversion rates, and more revenue at the end of the day.

3. Update Your Keyword Strategy

Keywords, of course, are the lifeblood of any B2B paid search campaign.  Every keyword has its own associated conversion intent. Just how urgently does this potential customer needs a solution for their problem?  With how competitive the playing field is, you need to constantly refine keywords to ensure the best performance for your marketing budget.  Starting small, with a set of keywords most likely to convert, is a smart play depending on budget and volume.

Then you have to consider the math – how competitive is this term? How much do you pay per click?

Keywords with higher CPCs are typically more competitive.  To lower cost, you can consider improving Quality Score at the keyword level, updating ad copy or targeting a less costly keyword.  Or you can get more specific and focus on testing a small amount of terms that are more likely to convert.  Recognize that broad match keywords, in general, are typically a smart play for advertisers with larger budgets, whereas exact match terms are a great option for smaller budgets and those who want to exert greater control.

Furthermore, “long-tail” keywords: keywords made up of four or more words – usually mean more educated customers that are further along in the buying cycle.  Therefore, prioritizing long-tail keywords that are more likely to convert – and often less competitive – is a smart strategy.

Finally, negative keywords are essential.  Take a moment to review Search Query reports and identify which of your phrase and Broad match keywords are driving irrelevant Impressions, cost, and clicks.  Then add the wasteful search terms as negative keywords to your campaigns. This tells Google Ads not to show your campaigns for people searching that particular keyword.

4. Write Ads that Qualify Potential Leads

Instead of focusing on writing ads for the higher CTR possible, write ads that qualify a potential lead before the click. That way the prospects you pay for are a lot more engaged with what you’re offering on the landing page.  The ideal ad has ad text and headlines similar to the landing page it leads to.

Some elements we suggest you include in your ad copy:
• Your target customer’s job title
• The landing page offer (free download, trial, buy button)
• Your product or service price
• Your trial (availability, length)
• Industry clients you’ve worked with in the past (i.e. social proof)
• Your target industry, vertical, or customer size
• Any other differentiators that would excite a potential customer

Part of this is understanding what calls to action, benefits, and offers an ideal lead really wants. When you tweak ads to the point where only the most ideal prospects are clicking, you’re bringing in significantly better lead quality.  You can also spy on competitors and see what elements such as the above they include in their ads. Not only does this let you understand what your competition offers, it means your ads are fresh and full of new ideas to test.

5. Test Your Landing Pages

Once a visitor reaches a landing page, things change. Whereas before it was a bad driving them there, now it’s about getting the most value possible out of them.   If you’re offering a free content asset, such as a white paper or a free webinar replay, make sure it’s gated and that the visitor understands the value of what you’re offering.  You can accomplish this through enticing photos, bullets, and anything else speaking to the benefits of the asset.  Your landing pages need to be specialized and organized according to your goals.

Are you driving leads? Sales?

A/B testing landing pages is just as important as A/B testing ads. That means creating drastically different variations of landing pages, with different outlines, copy, assets, and so on. This gives you insight into what offer and asset your audience wants.  Testing elements such as cost action, Mane images, the lead form, headlines, and the layout, often lead to improved conversion rates. Adding trust base elements such as third-party reviews, customer recommendations, testimonials, privacy seals, videos or employer screenshots, and so on, will help lift conversion rates as well.

6. Remarket Effectively

It can’t be stated enough…  In today’s B2B sales environment, you need to nurture prospects down the funnel. A big part of that is remarketing, which means bringing customers back to either the same, or a new, relevant offer to get them to convert.  B2B lead gen sales, in particular, require you to bring the customer back to relevant landing pages, often repeatedly, to finally get them to convert.

Developing campaigns, ads, and landing pages just for prospects that have visited your website before, but didn’t convert, is a smart thing to do.  People who return to your website, are typically a lot more educated, engage more, and are likely to convert.  You can segment remarketing audiences into low-investment offers, such as a free trial or a coupon, to get them to finally pull the trigger.

Remarketing is absolutely critical in the B2B sales cycle. Keep in mind that often, potential customers browsing your product pages are likely to pull the trigger on a solution sometime soon (within the next few hours or days).  It’s crucial to scoop them up while you still can before they go with a different solution.  You can execute remarketing through Google Display, which means showing banners and text ads to users when they’re on different websites, to keep yourself top-of-mind.  Or you can retarget through Remarketing List for Search Ads, which allows you to serve ads to people in your remarketing audience when they’re searching in Google sometime later.

That takes us to the end of the 6 steps!

All in all, Google Ads is an effective platform to drive qualified leads that convert down the funnel. The combination of high intent, qualified potential leads – at a scale that can’t be found anywhere else -means you can’t afford to not be on Google Ads.  Using the tips above, you’ll be able to create campaigns that are far more efficient for driving quality B2B leads.

Just Media can also help with auditing, optimizing, and evaluating your current B2B paid search performance for specific, actual improvements.

Reach out to us if you have any further questions.


H A R R Y   B A S H I R
Senior SEM Specialist

 

 

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Just Team Spotlight: Meet Brandon Parry https://www.justmarketingaustin.com/2018/11/just-team-spotlight-meet-brandon-parry/ https://www.justmarketingaustin.com/2018/11/just-team-spotlight-meet-brandon-parry/#respond Thu, 29 Nov 2018 00:39:05 +0000 https://www.justmedia.com/?p=5250    We strive to foster a culture at Just Media where our team is inspired to be innovative, take risks, grow themselves, be creative and most importantly have fun.  The vibrant culture here at Just Media is fueled by the amazing people that we work with.  In our Team Spotlight series, we feature a different Read More >

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We strive to foster a culture at Just Media where our team is inspired to be innovative, take risks, grow themselves, be creative and most importantly have fun.  The vibrant culture here at Just Media is fueled by the amazing people that we work with.  In our Team Spotlight series, we feature a different member of the team, highlighting the individuals that contribute to our culture.

Meet Brandon Parry, Media Account Supervisor. Disney Super-Fan. Golden Girls Enthusiast. Collector of Unnecessary Things.

Brandon didn’t just make a contribution in his first 18 months; he became a leader at Just Media and earned the complete trust of his client. He joined Just Media as a Media Account Associate in April 2017 and quickly made an impact. Never afraid of a challenge, Brandon took on a new and fast-growing account in the financial services sector by making it his own through careful attention to detail, dedicated customer service, strong teamwork and a tireless work ethic.  Most recently, Brandon was named the sfBIG 2018 Rising Star of the Year!

What have you learned & how have you grown at Just Media?

Prior to this career, I was working in vendor management for a scrappy SF start-up. Everything that school didn’t teach me about marketing, Just Media did. My first couple months were spent absorbing information; the marketing landscape has changed so much that half of what I’ve learned wasn’t even taught in school. Over time, I started leading calls, building plans, strategizing, and (eventually) I began to supervise my own team in less than a year.

The best thing about Just Media is their “open-door” policy for asking questions, which I took advantage of in my first few months (and still do, really). There was one week in the first month I was hired when my team was on vacation and I had dozens of questions coming in that I couldn’t quite answer with confidence. Two employees spent several hours one day teaching me everything I needed to know to answer all of these questions, which I will forever be grateful for. This open-door policy to learning requires a lot of teamwork, which is also a key to being successful at Just Media.

What does it take to be successful at Just Media?

I think everyone beats to their own drum and will have a different answer to this. It sounds hokey but I believe “dedication” is a giant key to success at Just Media. Just Media employees truly care about the success of their client’s work. They ask questions, collaborate, stay updated on trends, and even challenge each other’s ideas on a regular basis.

With the ever-changing marketing landscape, our team is always keeping an eye out on new ideas, even when leaving work. I find myself shopping downtown (on my day off 😉) and looking at billboards or checking my Instagram on my commute home and taking notes on the 5 competitor ads that just targeted me. Yes, I have a life outside the office but some ideas don’t jump out at me when I’m sitting at my desk. Essentially, Just Media employees have a sense of ownership to their clients and it’s a big key to their success.

What was the most complex project that you worked on?

Can I say “all” of them? Most of our campaigns have a lot of thought that goes into them and they rarely ever work like one another. I do get to work on one project that continuously evolves; things will be running smoothly for a week and then a new law goes into effect or a competitor enters the market and starts bidding on our keywords. My team has to think outside the box for this project because we’ve learned that everything can change overnight.

Even though it’s the most complex project I’ve worked on, it’s also my favorite. There are so many marketing tools and tactics that work well with this campaign so we get to test a little bit of everything until we find the perfect formula (until the laws change again).

How does it feel to win the Rising Star for Just Media for SF Big?

The feeling I got when they called my name is still setting in and it’s something I’ve never experienced before. As much as I don’t want to repeat the speech I gave, it’s the best backstory for my current feeling. I chose marketing; it wasn’t just a random selection to graduate with a business degree. When I graduated, it was very difficult to find work in my field due to lack of experience and I continued to work retail for a couple years after that. I got to the point where I was accepting that I might not get a career in marketing. Luckily, I have a close friend who worked for a company called Just Media who wouldn’t take “no” for an answer when telling me to apply for a job at Just Media. I remember every interview I had and was so happy when I finally received the offer letter.

Just Media took a chance on hiring me and I would’ve never guessed that a year and a half later, I’d be accepting the sfBIG Rising Star award and delivering a speech to 300 marketers while wearing glitter shoes (I assumed I’d be classier by now). I can’t accept credit for this award alone though. As a Supervisor, it takes a team to be successful and I wouldn’t be anywhere without them. Overall, I’m grateful and feel incredibly honored to be the Rising Star for Just Media because there are so many other Rising Stars at Just Media and throughout the Bay Area.

(I also might be channeling my inner-Sally Field with this award)

  


Join our vibrant, curious & growing team! We’re looking for individuals truly passionate about media. Check out our open positions > or reach out to us HowDoIWork@JustMedia.com.

#WeAreJust

 

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#GivingTuesday: Join Just Cares in Our Efforts to Fight Hunger https://www.justmarketingaustin.com/2018/11/join-just-cares-in-their-efforts-to-fight-hunger/ https://www.justmarketingaustin.com/2018/11/join-just-cares-in-their-efforts-to-fight-hunger/#respond Thu, 08 Nov 2018 19:38:21 +0000 https://www.justmedia.com/?p=5231 Join the Just Cares ATX Team this Giving Tuesday and donate to our Holiday Virtual Food Drive in support of the Central Texas Food Bank. For the month of November, the team has been collecting donations to help those less fortunate. Every donation helps makes a difference: For every $1 donated, 8 meals will be Read More >

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Join the Just Cares ATX Team this Giving Tuesday and donate to our Holiday Virtual Food Drive in support of the Central Texas Food Bank.

For the month of November, the team has been collecting donations to help those less fortunate.

Every donation helps makes a difference: For every $1 donated, 8 meals will be provided for a hungry neighbor.

Join us in our efforts to fight hunger!

A huge THANK YOU to everyone that has helped donate to our virtual food drive!

Click here to learn more and donate now >>

#JustGive #JustCares #GivingTuesday

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How Marketers Can Integrate AI and Still Keep their Jobs https://www.justmarketingaustin.com/2018/11/how-marketers-can-integrate-ai-and-still-keep-their-jobs/ https://www.justmarketingaustin.com/2018/11/how-marketers-can-integrate-ai-and-still-keep-their-jobs/#respond Tue, 06 Nov 2018 17:59:54 +0000 http://www.justmedia.com/?p=5153 While listening to NPR the other day, an interesting podcast caught my attention, and prompted me to do a little research of my own. The topic of discussion was: “The Evolution of Artificial Intelligence.”  In the podcast, they were talking about how AI can be exciting yet frightening at the same time, and how to embrace Read More >

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While listening to NPR the other day, an interesting podcast caught my attention, and prompted me to do a little research of my own. The topic of discussion was: “The Evolution of Artificial Intelligence.”  In the podcast, they were talking about how AI can be exciting yet frightening at the same time, and how to embrace this change in our lives. Given the current day and age, AI is an ever pressing and important topic for many people around the world. Especially those people whose jobs could be on the line with AI growing at such a rapid pace. This topic brought about many realities that we as Marketing professionals currently face, as well as highlighting how these professionals should not fear AI but view it as an ally.

At the end of the day, we can all benefit from incorporating AI to make our daily lives better.

So, what is AI?

“Artificial intelligence is the science of making machines smart, in order to augment and enhance human capabilities. There are a number of technologies that are considered AI, and they’re at varying degrees of maturity. These technologies include machine learning, deep learning, natural language generation (NLG), natural language processing (NLP), and image recognition.”

Digging into research about AI, here are some of the highlights:

“According to Constellation Research, businesses across all sectors will spend more than $100 billion per year on Artificial Intelligence (AI) technologies by 2025, up from a mere $2 billion in 2015. The marketing industry will be no exception.”

According to Salesforce, 51% of marketers are currently using AI.

Salesforce predicts that by 2019, this number will grow by 27% allowing companies to leverage the power of AI to gain valuable insights about their customers, automate tasks and improve workflow.  AI is already part of everyday life, powering advances in technology that we use on a regular basis,  in ways that you may not recognize but already use.

Below are some interesting examples of consumer applications powered by some form of AI:

  • Photo Applications — such as Facebook and Apple Photos, outline people’s faces and prompt you to tag them by name.
  • AI Powered Voice Technology — During the Google’s annual conference for developers, the company showed off a robot with a voice so convincingly human that it was able to call a salon and book a haircut – never revealing that it wasn’t a real person making the call.
  • AI Powered Suggestions — Phone and texting apps offer context-appropriate quick replies (like “I’m in a meeting”) for you to tap and select.
  • AI Powered Suggestions based on Behavior — Netflix will recommend new shows based on your viewing history while Amazon will recommend products based on your purchase history.
  • AI Powered Search Engines — Google and other search engines suggest text strings that you might have in mind as you type, and personalize your search returns based on your location and your past online behavior.

When thinking about marketing and advertising, many organizations are already leveraging AI in ad targeting and customer segmentation. Below are a few examples:

  • Optimized advertising uses AI to make decisions based on the full range of data available — including unstructured data such as sentiment and mood. For example, marketers at IBM teamed up with MediaMath to activate true AI-driven programmatic marketing to extract predictive signals from exposure to large amounts of data.
  • Hyundai recently used artificial intelligence to select which social media influencers’ to work with. The AI technology chose the best influencer’s that matched best with the car brand from 20K different online personalities.  Early results from the initiative showed nearly 100% positive sentiment from the audience and generated over 15 million total impressions.
  • Putting the Person in Personalization: marketers can leverage AI technology to create highly personalized messaging that goes beyond targeting with the user’s first name.
  • Using AI, marketers can predict which message is most likely to be effective based on a customer’s profile and their past engagement. This insight will allow them to determine if they should send a webinar invite or white paper, offer a discount or an invite to an event to that customer.

Here at Just Media, we are already using AI to optimize campaigns with programmatic executions. As an agency, we will continue to be forward thinking, testing new technologies and integrate AI in our tech tools to allow us to be able to drive better overall performance for our clients.  Learning which AI technologies to integrate will allows us to optimize in real time and focus our efforts on what matters most — being strategic experts to drive results for our clients.

Levering AI will allow us as marketers to be more efficient, effective and provide scale on campaign operations and executions that will help us deliver on our client services.  AI will certainly continue to transform the advertising industry, as there are many marketing functions that are already being automated by AI. Any job that consists largely of repetitive tasks can be automated by AI that excel at analyzing big data, recommendations and predictions.

With all of these advances in technology and AI, MARKETERS DO NOT HAVE TO WORRY — there will always be a need for human insights behind the machine technology.  At the end of the day, it is the marketers who are the experts at making the human connection between brands. Leveraging AI will enable to free up our time that would have spent our tedious spreadsheets and repetitive aspects our jobs as marketers.

What do marketers need to do to prepare themselves and get ready for the future of AI?

  1. Experiment with artificial intelligence: There are already a lot of tools available to try and many providers that offer free trials. For Example, Google Analytics reporting offers PaveAI that can automate your report.  With this tool, marrketers can be more efficient with their time and be able to provide additional insights on top of reporting that put together for our clients. The final product will provide hard data and real insight in a way only a human-machine team can.
  1. Be curious and learn the fundamentals of AI: Now is a great time to develop our technical acumen and focus on the human qualities that set us apart from machines. AI is still in its infancy so we can learn about some of the technology’s fundamental concepts, understanding the theory behind AI technologies to better position us to identify how AI will affect our job.
  1. Be a critical thinker, creative and a thoughtful analyst: No matter how advanced AI becomes, there will still be a lot of subjectivity that makes it hard for AI to completely replace humans in the office. AI assistants cannot do the job of communicating, collaborating, synthesizing, and making decisions the way a human can.

We as marketers are working in very fast paced environments and many of us would welcome a helping hand to assist with tackling our lengthy to do lists — even if that hand is a robotic one. With better technology and smarter data that AI can provide, marketers would get some much needed assistance with the more tedious and error-prone tasks of their everyday responsibilities. Marketers would able to dedicate more time to focus on the key marketing message and overall customer experience to provide better overall campaign performance.

 

 


T I Z I A N A   R I Z Z O
Senior Media Account Manager

 

 

Sources:
KQED Podcast: https://www.npr.org/2018/03/15/594073235/the-evolution-of-artificial-intelligence|
Constellation Reseach:https://www.constellationr.com/research/constellation-research-2018-artificial-intelligence-study-0
HBR: https://hbr.org/2018/05/how-marketers-can-start-integrating-ai-in-their-work
IBM Watson Advertising: https://watsonadvertising.ibm.com/solution/technology/
Business Insider: https://www.businessinsider.com/ai-marketing-report-2018-3

 

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Global Digital Marketing Agency Just Media Launches New Content Creation Hub, Adds Key Executives & Creative Talent https://www.justmarketingaustin.com/2018/11/global-digital-marketing-agency-just-media-launches-new-content-creation-hub-adds-key-executives-creative-talent/ https://www.justmarketingaustin.com/2018/11/global-digital-marketing-agency-just-media-launches-new-content-creation-hub-adds-key-executives-creative-talent/#respond Thu, 01 Nov 2018 18:26:05 +0000 http://www.justmedia.com/?p=5167 With this new Content Creation Hub, the Agency will be able to provide aligned content solutions that will turbo charge media performance for clients SAN FRANCISCO BAY AREA (November 1, 2018) – Just Media, Inc., an innovative global digital marketing services agency, is excited to announce the launch of a new content creation hub focused Read More >

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With this new Content Creation Hub, the Agency will be able to provide aligned content solutions that will turbo charge media performance for clients

SAN FRANCISCO BAY AREA (November 1, 2018) – Just Media, Inc., an innovative global digital marketing services agency, is excited to announce the launch of a new content creation hub focused on aligning content with media to boost performance.  Daniel Lorenze has joined the agency of Head of Content Creation, partnered with Elizabeth Dawson as Creative Director, to establish this new service in-house. Both are highly awarded, lauded by their clients and have the added benefit of working together at other agencies for the past eight years.

This content creation hub will be fueled by a dedicated creative team that will leverage technology to deliver quick turnaround, high quality, low cost creative content. This fresh approach to generating creative content aims to be more flexible, nimble, and effective, without compromising quality. With these dynamic creative additions, the agency will further drive its mission of driving growth of brands and people in the age of technology.  In the first month of initiating this strategy Just Media is already delivering expanded creative content services to four of its media clients. This is Just the beginning.

Daniel is a highly talented creative with over 15+ experience — most recently an 8-year tenure at Havas San Francisco. He brings a unique background that combines design and creative direction with a fine art photography education and deep content studio experience.  During his time at Havas, Daniel built out the agency’s content creation studio – pioneering a new mindset about about creating relevant, cost effective, high quality creative that can be executed quickly. He was one of the three key creatives who developed award winning work for Citrix. Daniel has vast experience working on a wide range of categories including technology, food & wine, consumer products, pharmaceutical, and socially minded. Notable clients include: Applied Materials, Freescale Semiconductor, Citrix, Seagate Technology, Genentech, BioMarin, Sutter Health, Sony Playstation (Twisted Metal, and PS Vita), Stainmaster Carpets, Krusteaz, Buckwild, and Tria Beauty.

Elizabeth’s career has been marked by great success in the UK, Canada, and the United States. She is a true star, having won most of the industry’s major creative awards and having become a Creative Director at 24. During her time in the advertising industry, Elizabeth has developed successful campaigns for technology clients including Citrix, Seagate Technology, Symantec, Freescale Semiconductor, Applied Materials, and Swisscom. Elizabeth has also created award-winning work for the likes of Coca-Cola, IKEA, eBay, Visa, HSBC, PayPal, Cathay Pacific, Century 21, and Miller Brewing.

“The arrival of Elizabeth and Daniel truly marks a milestone event here at Just Media. We are excited to add award winning creative talent such as Elizabeth and Daniel to help launch the new Content Creation Hub,” said Brandon Friesen, agency CEO. “With a name like Just Media, our goal is not to become a traditional creative shop. Our clients are demanding a new approach. With these experienced additions, we can now orchestrate creative content that boosts media activation based on the hyper-targeting available in the market today. By using data and audience intelligence to align creative content with media, we can ultimately provide better-performing solutions for our clients.”

To further help support the agency’s financial growth and profitability, Joe Parente has joined the team as Chief Financial Officer. Joe will oversee the agency’s finances, corporate development, financial planning and analysis and accounting to support the continued growth of Just Media.

Joe brings with him more than 20 years of experience and an extensive background in driving financial excellence in the advertising industry and public sector. He possesses expertise in financial planning, organizing projects, exemplary leadership skills with deep expertise of financial operations in the advertising industry. Prior to joining Just Media, Joe was the Chief Financial Officer at Hero Digital and Director of Finance, NA & APAC at Essence. Joe has vast experience in developing financial teams and structures from the ground up. Before diving into the advertising industry, Joe was managing finances for clients in the public sector at Shea Labagh Dobberstein.

“We are thrilled to have someone with Joe’s experience join the agency in the role of CFO to help drive Just Media’s continued financial growth and profitability,” said Brandon Friesen, agency CEO. “Joe’s extensive financial background, proven leadership skills, dedication to transparency and integrity will help contribute to Just Media’s continued momentum.”

ABOUT JUST MEDIA: Just Media is an innovative Media and Marketing Services agency that was built from the ground up to ensure cohesive and integrated media perspectives. At Just Media, we dedicate ourselves to go above and beyond for our clients by providing innovation that serves a purpose. We create growth for brands and people in the age of technology. We believe media performs at its optimal best when it is completely in sync with the content populating it. With this in mind, we launched a content creation hub which will deliver on this philosophy of boosting media performance. We invest in innovation by investing in our people. It is our team of media experts and our passion that really sets us apart. We operate under the assumption that leading with values is good for business and the world around us. We are Just.

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How Native Can Be Utilized for All Stages of Your Marketing Funnel https://www.justmarketingaustin.com/2018/08/leveraging-native-in-all-stages-of-your-marketing-funnel/ https://www.justmarketingaustin.com/2018/08/leveraging-native-in-all-stages-of-your-marketing-funnel/#respond Mon, 20 Aug 2018 21:54:47 +0000 http://www.justmedia.com/?p=5115 There are opinions as to whether or not Native should be on a media plan depending on the overall KPIs of the campaign. Some advertisers will utilize Native for awareness-driven campaigns but Native also works wonders when driving traffic to a company’s site or even helping with a bottom-funnel goal like leads. If you’ve run Read More >

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There are opinions as to whether or not Native should be on a media plan depending on the overall KPIs of the campaign. Some advertisers will utilize Native for awareness-driven campaigns but Native also works wonders when driving traffic to a company’s site or even helping with a bottom-funnel goal like leads. If you’ve run with native already, you know that it outperforms in comparison to banner ads because it blends in so well with content that customers are already consuming. Sometimes all it takes is tweaking three of the key components to your native strategy: headlines, content, and the destination of your content.

HEADLINES

Arguably the only reason users click on your article. Be informative but give incentive for someone to actually click! Most native platforms will let you write 5-10+ headlines so you’re giving a good variety of options to catch someone’s eye (some media partners will actually write all headlines and optimize towards the best performers).

If your campaign is more awareness-focused, try asking a question to peak their interest: “Is your company using this service to save X amount of dollars per year?” Or if you’re looking to drive conversions, try a more direct approach that mentions what needs to be done to “learn more.” Remember to not be too sales-y; someone can tell the difference between an article about new iPhone features and how someone “made millions off of a new software.” You’re also able to run on a white list so your ad is contextually aligned, which is even more effective at hitting your audience because users assume they’re still reading publication’s articles.

CONTENT

Provide variety with multiple pieces of content. The more content you are promoting, the better chances your target will be interested. If you have an article that mentions “3 reasons to update so-and-so software” and your target already knows why they should, then why would they click your article? Maybe a review by a leader in your field or a stance on why your service is better than the competition will generate enough interest to click your ad.

You can tell if your content is effective by checking out the average time users spend on your article or how your brand impressions are doing for search. It might be worth creating a content calendar to prevent creative fatigue; you can tell when this is occurring by a decreasing CTR or average time on site. Call-to-Actions can be placed on your article as well if your main goal is conversions but it’s very rare that users ever click on these; a better option would be to site retarget users who land on your article page so you’re staying fresh in your target’s mind after reading your article.

DESTINATION

Okay, someone has seen your native ad on CNN, is interested, and wants to click, so where do you send them? The common answer is the blog article hosted on your company’s site, but if your campaign is conversion focused, why not try sending them to an informative landing page with a lead form? If your headline is direct and informative enough, users might expect this outcome and will be interested in this final step.

Another option is to host your content somewhere else. Most publishers have options to host content on their site via a custom landing page; some people are more likely to consume your content and consider your offering when it’s being hosted on one of their favorite websites. This is also true with having an influencer promote your content on their social channels or personal blog page; it gives the reader a sense of trust when someone they admire might also support your product. There are even native partners who will create a custom landing page that camouflages itself as publisher content and hosts the content on hundreds of sites, so you won’t have to pick just one publisher (and can cast a wider net!).

There are other components that go into a native strategy, such as images and targeting, but headlines, content, and the destinations can deliver so many different results to hit your company’s goals. Why not test out some additional headlines or drive users to your landing page vs. a blog article?

Worst-case scenario: you’ve learned what doesn’t work 😊

Best-case scenario: better performance and achieved campaign goals 😊

 


B R A N D O N   P A R R Y
Senior Media Account Manager

 

 

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THE AVERAGE TECH STACK IS ANYTHING BUT AVERAGE https://www.justmarketingaustin.com/2018/07/tech-stack/ https://www.justmarketingaustin.com/2018/07/tech-stack/#respond Tue, 31 Jul 2018 18:06:14 +0000 http://www.justmedia.com/?p=5102 What is a Tech Stack? Tech Stack Definition: a technology stack is a set of components or layers in a software offering that provides broad functionality. MarTech Stack Definition:  A MarTech (marketing technology) stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Tech Stacks are typically very complex Read More >

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What is a Tech Stack?

Tech Stack Definition: a technology stack is a set of components or layers in a software offering that provides broad functionality.

MarTech Stack Definition:  A MarTech (marketing technology) stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities.

Tech Stacks are typically very complex and intricate, but one thing marketers can agree on is that depending on the organization, tech stacks can be beautiful and sophisticated, or ugly and convoluted. So, what goes into implementing a successful stack?

There was an interesting contest called that awarded the top four organizations with the “best” tech stack. The winners received a “Stackie” award.

In order for an organization to participate (and win), each organization had to submit a single slide diagram of their marketing technology stack – THAT MADE SENSE to them, and to anyone reviewing. Considering the average tech company utilizes 20+ technology products, you can imagine the challenge of displaying these in an organized fashion.

Coming from the agency side, we typically interact with 3-5 client-side products (max), so it was definitely eye opening to see that the average tech stack is indeed, anything but average. With 20+ technology products being employed by marketers, there are a lot of questions that arise. One user summed it up best in two questions:

1.) How effectively are all these tools actually used? It’s one thing to have the application installed, it’s an entirely different thing to actually maximize benefit and usage from them.

2.) How in the world do companies with so many tools maintain/manage them? There is no way they can have a system administrator for each tool in their stack, can they? I realize some tools don’t require much to maintain, but a lot of these tools do (e.g. SFDC).

In terms of my main question: Do the products all talk to each other or integrate with each other? I know that some do, which is a key consideration for some of Just Media’s clients when evaluating a new product prior to implementation, but what about the products that don’t? Does this just further add to the hellacious task of manually using yet another tool?

I can only image the complexity of having to manage multiple systems, and while I found these tech stacks a bit overwhelming, they really gave me a greater understanding of what goes into running a successful marketing operation. More so, it increased my respect level for our clients – the marketers that are tasked with understanding each product and making them work for their unique organizational needs. It seems like quite the undertaking, and is anything but simple.

As the author stated in one scenario “It’s fascinating to see which components have the most “wires” connected to them. You get a sense of which components are effectively platforms based on their degree of inter-connectivity. The fact that there’s not simply one platform at the heart of this is evidence of these maturing multi-platform architectures…all working together.”

What types of products are typical?

While any need can be met with dozens of similar/competitive tools, there are some basic technology needs for each organization based on different marketing functions, regardless of the vendor/provide/product they select. Some examples are:

  1. Website Analytics + Insights
  2. Sales Enablement
  3. Sales Activity & Automation
  4. Lead Management
  5. Content Management
  6. Data Management
  7. Prospecting
  8. CRM
  9. Marketing Automation
  10. Landing Page Management
  11. Account Based Marketing Analytics
  12. Blog Management
  13. Internal Collaboration & Productivity
  14. Inbound Marketing
  15. Social Management
  16. Data Storage
  17. Data Visualization
  18. Marketing Attribution/Forecasting

The list goes on and on, all aimed at helping marketers produce a better workflow.

Click here to see some of the entries and winners for 2018.

Cheers,

 


N Y L A   M U R P H Y
Associate Media Director

 

 

Source

https://chiefmartec.com/2018/04/54-marketing-stacks-stackies-2018-marketing-tech-stack-awards/

 

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