DigitalMarketing

InVideo’s AI-powered editor automates video creation process

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The video creation platform InVideo has released a video editing tool that uses artificial intelligence to automate the video creation process. InVideo’s “Intelligent Video Assistant” comes with real-time design suggestions on font choices, animations and color palates, and an auto-correct assistant feature to avoid technical design mistakes.
“Our Grammarly-like editor means no more time wasted over common technical mistakes or frustrating visual design decisions. We’re using AI to automate the entire video-making process,” said InVideo CEO Sanket Shah in a release announcing the tool.
InVideo’s new video-editing tool includes:
Video-formatting capabilities for Facebook, Instagram, Twitter, YouTube and WhatsApp. A video and picture library with more than 3,000 designs and premium templates. Subscription pricing range from $10 to $30 a month. Why we care High-quality video production comes at a cost, from the resources and talent it takes to produce polished videos to the platform..

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DigitalMarketing

Introducing the Periodic Table of Digital Commerce Marketing

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If you’re a retailer or manufacturer of goods sold online, you may be overwhelmed by the new digital marketing opportunities popping up nearly every day.
Whether it’s new Google Shopping campaign options, shoppable posts on social media, or advertising opportunities on Amazon or Walmart, there have never been more ways to market products online. And, of course, each option has its variations, its pros and cons and its emerging best practices.
Today at our SMX West conference in San Jose, Marketing Land editor-in-chief Ginny Marvin unveils a new resource to help you get a handle on this rapidly-growing space — the Periodic Table of Digital Commerce Marketing.
In the same way our other periodic tables make sense of SEO, paid search and email deliverability and optimization, this fantastic resource pulls together and organizes an astonishing amount of information. Plus, it’s darned good looking and makes for handsome wall decor.
Download your copy today!

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DigitalMarketing

Why out-of-home may be the ultimate location-based (digital) marketing medium

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Among traditional media, out-of-home (OOH) is the only channel growing while TV, radio, newspapers, magazines and directories are all contracting. And digital OOH, especially programmatic, is growing much more rapidly. The combined sector this year will exceed $8 billion in ad spending, according to the Outdoor Advertising Association of America.
In many ways, OOH is the perfect hybrid medium for this fraught media moment. It combines the high-impact creative associated with TV, with the advanced audience targeting and attribution capabilities of digital marketing. The latter have come about through a partnership with mobile devices and location data.
Proving OOH ROI with location data As one example, Vistar Media, which operates a digital OOH programmatic network, has partnered with Foursquare for audience insights and foot traffic measurement. This enables brands to track the impact of digital OOH ad exposures on incremental foot traffic and store visitation. Other networks, inclu..

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DigitalMarketing

B2B buyers consume an average of 13 content pieces before deciding on a vendor

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The average B2B buyer’s journey involvesconsumption of 13 pieces of content. That’s the principal finding of a new survey from market research firm FocusVision. The company polled marketing executives at companies with at least 500 employees and $50 million in annual revenue who had purchased a martech solution in the past year.
A mix of 1st and 3rd party content. The 13 content pieces breaks down into an average of eight vendor-created pieces and five from third parties. This content ranges from video to blog posts, white papers and customer testimonials to software reviews and analyst reports.
According to the report, the B2B buying process takes on average two to six weeks and involves 3 – 4 internal decision makers. The top source of content was the vendor’s website, followed by search and social media. Asked “how did you find content,” these survey respondents said:
Directly through vendor website — 70% Internet search — 67% Social media — 53% Sent to me via email — 41% Word..

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DigitalMarketing

Social shorts: Instagram tests new Stories trimming tool, WhatsApp hits 2B users, Pinterest to verify merchants

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This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
YouTube tests a donate feature for creators, WhatsApp hits a milestone YouTube mirrors Twitch with new donate feature. YouTube is testing a clap feature that lets fans donate to creators, the Verge reported. Officially referred to as “viewer applause,” the feature allows people to purchase a clapping animation that appears over the video they’re choosing to support. The animation is only shown privately to the buyer. While Twitch doesn’t have a clapping function that works as a donation, YouTube is leaning heavily into what works for Twitch’s streamer base. Donations are a big part of how Twitch streamers earn income (alongside subscriptions and ad revenue).
WhatsApp hits 2B users, emphasizes privacy focus. The Facebook-owned messaging app a..

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DigitalMarketing

The state of tracking and data privacy in 2020

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January 2020 felt like a turning point. CCPA went into effect, Google Chrome became the latest browser to commit to a cookie-less future and, after months of analytics folks sounding the alarm, digital marketers sobered to a vision of the future that looks quite different than today.
This article is not a complete history of consumer privacy nor a technical thesis on web tracking, although I link to a few good ones in the following paragraphs.
Instead, this is the state of affairs in our industry, an assessment of where search marketers find themselves in the current entanglement of data and privacy and where we can expect it to go from here.
This is also a call to action. It’s far from hyperbole to suggest that the future of digital and search marketing will be greatly defined by the actions and inactions of this current calendar year.
Why is 2020 so important? Let’s assume with some confidence that your company or clients find the following elements valuable, and review how they ..

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DigitalMarketing

Soapbox: Who owns revenue in the new buying environment?

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The proliferation of digital information has created a new buying environment.
As marketers, our historical high performing digital channels are seeing dwindling in results, many of us are going back to the drawing board to re-evaluate our strategies.
The pressure is being felt on our sales counterpart as the majority of buyers are now more informed and empowered before they even have the opportunity to enter the equation. Classic sales tactics aren’t resonating and quotas keep becoming more ambitious.
We have seen the emergence of a new title that is on the rise at B2B organizations – growth professionals – a hybrid marketing and sales professional.
Marketers are in a prime position with their diverse skill set and to evolve into growth roles. The classic sales leader struggles to lead teams in the modern selling environment. The ecosystem has changed too much – buyers have different expectations, storytelling, empathy, psychology and really strong copywriting skills are being bas..

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DigitalMarketing

Soapbox: Does the demise of third-party cookies mean we’re back to the future?

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The ad tech ecosystem is all atwitter over Google’s decision to eliminate third-party cookies from Chrome.
It’s bad news for those who monetize ads on sites with content of questionable value, often authored by automation. It’s also bad news for the ad tech industry that has taken 40% off the top by facilitating buying on those sites.
Oh, and it’s also bad news for agencies that will find media buying in a cookie-less world more costly less efficient. Who knows? Maybe buying media will become a creative profession again.
The winners? Brands and publishers.
Brands win because they’ll know their messages are appearing on sites publishing brand-friendly editorial and attracting quality audiences. They’ll spend more time being creative and less trying to verify that people actually engaged with their messaging.
Content publishers that invest in quality editorial in a brand-safe environment will also win in attracting loyal and engaged readers. Programmatic buying of inventory through ..

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DigitalMarketing

Soapbox: Are ad blockers breaking the foundations of digital marketing?

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I work for a B2B SaaS product and one of my tasks is to produce a monthly analytics report that breaks down our lead conversion rates. I track the conversion rate of website lands > demo requests > trials > closed deals.
Last month I was asked to create a Zapier integration that sent an alert to a Slack channel every time someone requested a demo through the website.
When doing the month’s report, I saw our Google Analytics demo request events were 22% lower than the number of messages sent to the Slack channel. It turns out ~20% of our visitors were blocking Google Analytic’s tracking.
After some research, I found that an average of 24% of internet users use an ad blocker. As more users become frustrated by ads, and Safari is looking to win the war for user privacy with intelligent tracking prevention built directly into the browser, the prevalence of ad blockers for all users will keep rising.
Are ad blockers going to break all of our analytics some point soon? It’s looking like ..

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