Heroes Don’t Work Alone: Why Agencies and In-House Teams Need Each Other

Hi. I’m Lauren. I work at a world-class PPC agency. Nice to meet you. You say you do PPC for your company? Amazing! So what brings you to PPC Hero? Are you drawn to the incredible insights you get from Mary Hartman’s blogs (have you seen her latest?) Or you can’t get enough of Briana’s tips and tricks to make your life easier? Seriously, we pack some good stuff in here.

As you are here, I’d like to talk to you about our relationship. Yes. Our. You and Me. Maybe you are managing a whole Digital Marketing team. Maybe your focus is on SEM and that’s it. Maybe you are in demand generation. You report to your boss and are responsible for generating results from your digital channels–that’s a given. So the fact that you are here tells me two things:

• You know your stuff (Or at least you know enough to be dangerous)
• You don’t know everything. I mean, how could you? In our ever-changing, moving-faster-than-a-tesseract business, it is impossible to have the depth of knowledge in all facets of your work AND get the timesheets into accounting on time (sorry finance team).

So this myth that agencies are only for companies without their own experts or team is just that….a myth. We can have a pretty powerful relationship. So if you are thinking that there isn’t enough time or manpower to reach your goals for your company, then boy-howdy do I have a proposal for you.

Hire us. Well, not us, Hanapin (okay, maybe us). But hire an agency. I have spent the last few years working with multiple in-house teams on various projects and initiatives. They have been some of the best, most insightful partnerships. I wear those partnerships like a badge of honor.

It seems everyone is always looking ahead to what is next in their business. It may be Q1 but we are thinking about Q3. So as you are thinking about the future and how you are going to be the hero for your company, consider partnering with an agency.

Here just a few ways to work in tandem with an agency.

Audits

Can’t see the forest for the trees? Yeah. It happens to all of us. When we nurture our accounts and work with them day in and day out it is so easy to miss something. Partnering with an agency to have another set of eyes on something is invaluable. An agency has the benefit of working with multiple clients in a single vertical. There indeed may be a different way of approaching brand awareness or leveraging audiences in search. An audit puts insights and discoveries in a nice little package complete with an outline of next steps.

Retainers

New product launch on the horizon? Company acquisition or merge? You may shout to your team “all hands on deck!” but even then it isn’t enough hands. A temporary, close-ended agreement with an agency allows you to focus on what you need to focus on, and the agency team can focus on the rest.

Large builds

I have worked with clients where our only purpose is to be a lean, mean, restructuring machine. Time is money and PPC waits for no one. Using an agency to churn out huge restructures is one of the best things money can buy. One, you can continue to work on your account and delivering performance. Two, agencies have processes, templates, and an army of people to deliver squeaky clean new structure backed by data analysis.

Specialized management

They call you Gandolf because you are a search wizard. But social? Programmatic? Display? Are you breaking out in a sweat yet? At Hanapin, we have a team of teams. We have experts across the whole gamut of PPC. We can dispatch a team to help manage any aspect of your digital marketing agenda. Lean on an agency to fill the gaps in your marketing plan.

Before you reach out to an agency, you want to make sure you have the following things:

1. Clear goals
2. A solid project management tool (this does not have to be anything more than a 2-way communication platform: Google Drive, Box, Clarizen, Basecamp, etc.)
3. Willingness to engage in new ideas (engage being the key here)

Working with the right agency can multiply your digital skills. If your PPC performance is stagnant, or if you are growing faster than you can manage, consider working with an agency. We are truly your partners in PPC.

Relationships go both ways. As much as we can help you, you help agencies. When we work with organizations both large and small we learn. We learn how internal teams work. We learn about general marketing strategies and how PPC plays into them. We learn to stay quiet and listen. We learn and we get stronger and better.

As I stated before, in-house partnerships are some of my favorite clients to work with. I get to be an extension of their team. And in turn, they get access to a full agency of experts. So next time you are cruising PPC Hero looking for some insight, think about working with an agency. And if you think about it enough, you might want to head on out to Hero Conf Philly. Make some connections. Network with agencies. Then you can go back to your boss, a Hero.

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Lauren Rosner

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Episerver unveils digital marketplace for verified apps

Episerver has launched its new digital marketplace to help its customers find new applications from Episerver-verified vendors. The marketplace aims to deliver martech solutions to marketers for digital commerce, marketing and operations. 

“In the digital economy, organizations must take advantage of a wide range of applications and services to successfully engage with and delight their customers,” said Jordan Jewell, research manager for digital commerce and enterprise applications at IDC. “Applications such as the one Episerver has launched, providing value for all parties involved by acting as an infrastructure to connect Episerver’s partners and customers while also ensuring a higher standard for those apps.”

Every application made available through the marketplace is tested by Episerver for operational, security and user interface compatibility with Episerver products and versions. The Episerver App Marketplace currently offer over 50 apps, from analytics and content management use cases to compliance and translation capabilities.

Why we should care 

As martech and other types of enterprise software applications move towards cloud and SaaS models, app marketplaces like Episerver’s will make new technologies easily accessible and help streamline the process for identifying apps that are the right fit — and will integrate easily into the rest of your martech stack.

Knowing that Episerver has verified the security and operational compatibility adds a layer of trust for marketers looking to consolidate their martech through integrations.

More on the news

There are currently around 50 apps available through the marketplace, including (but not limited to):

• HubSpot
• Salesforce
• Salesforce Pardot 
• Salesforce Marketing Cloud
• Avalara
• Oracle Eloqua
• Marketo
• Microsoft Dynamics CRM
• Connect for Watson Campaign Automation
• Google Analytics
• PayPal Express Checkout
• SharePoint 

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About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.

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Amazon’s new “Counter” service lets customers pick up packages in staffed retail locations

Amazon announced on Thursday the launch of Counter, a new network of staffed pickup points at which customers can retrieve their Amazon packages.

A service of Amazon Hub, Counter is now available as a delivery option to more than a hundred Rite Aid stores across the U.S., with plans to expand to 1,500 Counter locations by the end of the year.

Similar to Amazon Locker’s self-service pickup kiosks, delivery to a Counter location is available to customers at no additional cost and works for same-day, one-day, two-day and standard shipping options.

Why we should care

Amazon Counter marks another initiative in the company’s continued efforts to provide customers with more access points at physical locations — by piggybacking on other retailers’ existing location networks.

Counter helps address the problem that many people aren’t able to receive packages securely at their homes or apartments. For Amazon sellers, the pickup options could result in more frequent and consistent purchases from customers who don’t have to worry as much about their packages being stolen. For Rite Aid, and other eventual retail partners, Counter customers are likely to make additional purchases when they pickup their packages.

“Creating a seamless, convenient customer experience is a key element of our strategy and digital transformation,” said Jocelyn Konrad, executive vice president of pharmacy and retail operations of Rite Aid.

“Being the first store partner for Counter in the U.S. is a differentiator for Rite Aid,” she said, adding that the Amazon partnership “creates a stronger in-store experience for existing customers and new customers that come in to pick up their packages.”

More on the news

• After proceeding to Amazon’s shipping confirmation page, customers will have the option to ship to a Counter pickup location within their zip code. Customers have up to 14 days to collect their package.
• Originally launched in the UK and Italy, Counter has been met with positive reception, according to Amazon, and has bolstered customer engagement and additional foot traffic for partners.
• Amazon is actively seeking additional store partners for Counter, including small to midsize businesses and other large chains.

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About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.

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New Online Event! Midwest Digital Marketing Day

Maybe you know this and maybe you don’t: The home office of Hanapin Marketing (the producers of PPC Hero and Hero Conf) is located in Bloomington, Indiana. Yes, we do have cornfields at every corner and no, Hawkins, Indiana (from Stranger Things) isn’t actually a real city in Indiana.

Our Midwest headquarters gives us plenty of scenic locations, good food, and close proximity to big cities like Indianapolis, Chicago, Louisville, St. Louis, and Cincinnati. But we don’t have the benefit of numerous digital agencies and like-minded professionals in our backyard, like fellow PPCers located in New York or San Francisco.

So as digital marketers in the Midwest looking for more options to network and share insights, we created a new online event happening on July 25th called Midwest Digital Marketing Day.

The online event includes exclusive webinars and discussions through Slack with industry experts covering audience targeting, chatbots, and social ads. You can join the event from the coffee shop, your office or your couch. Before and after the event, you’ll receive links to join, content, and networking/mentoring opportunities. The best part is you don’t have to ask for any budget to attend!

Connect. Learn. Building your Marketing Tribe.

If you’re wondering how you’re going to convince your boss to let you attend during work time, just remember these four bullets:

• Free training with PPC experts
• Online (so no budget needed for travel or hotel!)
• Live discussions with experts and other digital marketers on topics
• Networking opportunities (which we know is HUGE for a conference, so we’re bringing that to an online experience)

Midwest Digital Marketing Day is an opportunity to find your tribe in a land where cities are spread out and digital marketers forge ahead on their own. The online event will take place on Thursday, July 25th starting at 9:45am EST.

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Jamie Newton

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The glass was half full at Cannes this year: 3 trends on everyone’s lips

The biggest global gathering of advertising industry professionals wrapped up this past weekend as the major players that drive the half trillion dollar global advertising market came together for the annual Cannes Lions Festival. There, I spoke on the future of OTT and digital advertising and what the biggest brands, agencies and technology companies are planning for the year ahead.

This was the year big tech leaned in heavily to shape the advertising conversation. Facebook, Google, Twitter, Snapchat, Pinterest, Microsoft, Pandora and Amazon all had a significant presence at Cannes last week. This investment reinforces that the future of advertising — and consumer engagement overall — is migrating rapidly to digital channels as digital advertising spend is now projected to reach $520 billion by 2023.

Within the continuing move to digital, there are some specific trends that were top of mind for agency and marketing execs alike. From the expanding and ever more complicated regulatory landscape – such as GDPR, the CCPA and other regulations being discussed and implemented around the world – to OTT and streaming’s effect on broadcast advertising, and the desire for marketers to break the Google and FB stranglehold on ad spend, this year’s Cannes ushered in a renewed sense of urgency and purpose from every aspect of the marketplace. Here’s a quick debrief on the three key threads the advertising industry dug into deeply at Cannes this year:

#1 – Privacy regulation

Following a number of high profile privacy bruises, the advertising and technology sector has shifted its stance on regulation.  For many years the mantra was focused on self regulation. This narrative has taken a significant turn in the face of GDPR and other regulatory frameworks that seem to be flowing forth at an increasing rate. Now the call is for a clearer, more unified set of regulations that can be applied uniformly in a way that does not hurt competition or stifle access to the free internet. During a panel session I attended with S4 Chairman Martin Sorell, he noted the unintended consequences of the current regulatory work stating “GDPR reinforced the positional strength of the big guys.”

Martin rightly cautioned that we must be “extremely careful” as we move forward to craft new regulations that don’t embolden the likes of Facebook and Google at the expense of market competition and innovation. It’s now accepted in the industry that the unintended consequences of Europe’s landmark GDPR regulation served to strengthen the dominance of the big players. With California’s new law coming online soon and many other state laws being considered, there is an understandable concern in the business community and a desire for one clear, consistent regulatory framework to be implemented. This is especially critical in the US where we are already seeing the emergence of a potential 50 state patchwork of laws that will not only be unmanageable, but may knee cap the US tech industry.

#2 – OTT

Hulu, Netflix, Disney and other streaming platforms were out in force at Cannes, making the argument that the future of television is streaming. The assumption was clear among attendees that Netflix will begin accepting advertising dollars sooner than later. What is also interesting to note is that Netflix is likely looking into this because consumers want it — in fact, our research with The Harris Poll found that half of all OTT viewers prefer an ad-supported streaming model over a more expensive subscription-only service.

The other OTT trend to watch is that competition for Netflix revenue is about to get a lot steeper with a bevy of other services coming online, including budget-friendly offerings from Disney and Apple and a new service just launched this week by Viacom in partnership with BET and Tyler Perry. Most US consumers now stream, and they stream a lot, yet only 5% of US television advertising reaches the OTT market. Everyone recognized we are on the precipice of a major sea change in consumer engagement that will see massive shifts in budgets away from legacy linear platforms to where consumers are now spending large portions of their time. 

#3 – The Google-Facebook duopoly

The number one concern of marketers, according to a recent eMarketer study, is the continued dominance of Facebook and Google. These concerns played out across Cannes. “Everybody wants to pull dollars away from Google and Facebook,” said David Spector, co-CEO and co-founder of ThirdLove. Michael Roth, CEO of IPG added “Everyone talks about government regulation breaking [Google and Facebook] up. But what really will happen is our clients will start not spending with them. And that will be the biggest effect eventually if it doesn’t get corrected.”

The sticking point for everyone is the dramatic asymmetry that exists today where, according to Comscore, consumers only spend about a third of their online time within the walled gardens of Facebook and Google yet nearly two-thirds of all digital spend flows into those channels. The net result is that marketers are significantly over-indexing spend on too few platforms and the content creators across the open web are losing their fair share of revenue. Meanwhile, Amazon is vying to be the third ad tech leader of the oligopoly with the completion of its ad tech stack through its purchase of Sizmek. There is a deep desire to address this dominance in 2020 and to unlock greater spend on the open web by taking the best parts of the walled gardens and making it more accessible.

Overall this felt like a much different Cannes from last year. This year was definitely a “glass is half full” Cannes, whereas in 2018, the mood was so somber we couldn’t even find the glass. Tech companies are worried about regulation but they see an alignment forming to address it. Marketers are worried about the continued dominance of Google and Facebook, yet they are beginning to see new players emerge with solutions that mirror the effectiveness of the walled gardens for the broader open web.

Consumers are rapidly migrating away from traditional television platforms but they are showing a huge appetite for streaming video and a desire for streaming advertising models, which advertisers can look forward to. Overall, Cannes demonstrated that advertising, creative and technology players have huge opportunity to recast engagement for a privacy complaint, always connected consumer landscape. 

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Dallas Lawrence is currently the chief communications and brand officer at OpenX, the largest independent advertising exchange. Prior to joining OpenX, Dallas Lawrence served as the chief communications officer for Rubicon Project, led global communications and government affairs for Mattel and served as the chief global digital strategist for Burson-Marsteller. During more than a decade in Washington, DC, Dallas served as a press secretary on Capitol Hill prior to joining President Bush’s communications team, leading outreach efforts for the President’s signature domestic policy initiative No Child Left Behind. Dallas would later deploy to Baghdad, Iraq, on behalf of the White House to serve as a spokesperson for the Coalition. Upon returning from Baghdad, Dallas joined the communications team of Secretary Donald H. Rumsfeld where he served as the Pentagon’s director of public liaison for both Rumsfeld and his predecessor Secretary Gates. He has been named both the “Crisis Manager of the Year” by PR News and “Social Media Professional of the Year.” In 2013, PR Week named him one of the 40 most influential leaders in PR. Dallas was previously a commissioned officer in the United States Navy and earned a BA in political science from the University of California at Berkeley and an MA in government from The Johns Hopkins University.

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Actionable tactics. Proven strategies. Insane savings.

How many times have you thought or said to a colleague…

“I know what needs to be done. Where do I find the people to do it?”

“I need to prove ROI, but I’m afraid my data is no good.”

“There are too many technology options. I don’t know which to choose.”

You’re not alone. The challenges are universal.

Come to MarTech®, September 16-18 in Boston, to meet real-world marketers who have overcome these obstacles and are ready to share what it takes to succeed.

You’ll participate in 65+ sessions, explore hundreds of martech solutions in one place, and take home actionable tactics and proven strategies that can be implemented immediately.

See the complete agenda!

Here’s a look at what’s in store…

• Charged with building a successful team? The Marketing & Leadership track is loaded with first-hand advice from experts who have successfully built winning marketing operations and technology departments.
• Is your data a mess? It doesn’t have to be. Attend sessions in the Data & Analytics track to understand the metrics worth measuring, how to keep your data clean, and ways to translate it into insights that lead to sound business outcomes.
• Want more from your investments in technology? Visit the Technology & Operations track to hear how marketing leaders use software to deliver personalized experiences, put the customer first, and integrate technologies that enable both.

But wait, there’s more…

• MarTech features the largest gathering of marketing solutions providers on the East Coast; evaluate their offerings efficiently in the Expo Hall or attend their presentations in the Solutions Track and Discover MarTech Theater.
• Connect with like-minded marketers, grow your circle of professional contacts, trade ideas, talk shop, and learn from people who have been where you are during our formal and informal networking events.
• Pre-conference workshops deliver maximum learning in a hands-on, intimate environment. Choose from: The Right Way to Buy Marketing Technology, Agile Marketing Advantage, Creating Connected Experiences, Using CDP to Make the Most of Your Customer Data, Building a Badass Marketing Team with Talent Optimization, Optimizing SEO Operations for Marketing Leaders, A Marketer’s Guide To Attribution Analysis, or Your Lifeboat For The Coming Data Privacy Storm.
• Enjoy amenities that keep you productive on-the-go: Full breakfasts, hot lunches, refreshments, and WiFi throughout the entire venue.

Register NOW & save up to $900

Alpha rates expire Saturday, July 13 (less than 3 weeks away!)… now is your chance to save up to $900 off on-site rates. Prices will never be lower, so pick your ideal pass and register now!

• All Access: Complete access to all conference sessions, keynotes, networking events, exhibitors, sponsor presentations, amenities, and more. Book today and save $450 off on-site rates!
• All Access + Workshop Combo (best value!): Dive deeper and learn more with a half-day, pre-conference workshop. Book now and save $900 off on-site rates! (Workshop-only passes are also available.)
• Expo+: Searching for marketing technology solutions? Focused on growing your network? Pick up a FREE Expo+ pass to enjoy unlimited Expo Hall access, select networking, full-length Solution Track sessions, sponsor presentations in the Discover MarTech Theater, downloadable speaker presentations, refreshments, free WiFi, and more.

If you’re planning to join us in Boston, remember to register by July 13. Once these Alpha rates are gone, they’re gone!

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Scott Brinker is the conference chair of the MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today’s parent company, Third Door Media. The MarTech event grew out of Brinker’s blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.

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Daily Search Forum Recap: April 24, 2019

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

• Google Can See Disavow Links Between Canonical URLs
  Google’s John Mueller said it is best to disavow all the possible places the link may be pointing to, even if you redirect one URL to another and someone is linking to the original URL. But he said Google can follow and see “links between canonical URLs, so when there’s a redirect involved, you’d need to check which one is canonical.”
• Searchers Upset That Easter Got Google Treatment While Passover, Ramadan & Others Did Not
  Google on Sunday had a pretty unique and new home page feature for Easter. It was the first time they did something like this in general but not the first time they had an Easter Google Doodle. There was no Doodle, but if you clicked on the I’m Feeling Lucky button, Easter eggs would drop and fill up the page.
• Google Images, Featured Snippets & Videos More Often In Web Search Results
  It looks like Google is showing more vertical search features in the core web search results – more often. Yesterday I covered at Search Engine Land that the image search box is showing up way more often in Google’s web results than previously. But also it looks like featured snippets and maybe even video boxes are showing up more often this past month.
• Google Maps Business Reviews Vanishing After Suspension Removal
  There are numerous reports of Google Maps listings, Google My Business listings that have had their suspension removed then seeing all of the reviews they had on their listings vanish. Joy Hawkins at the Local Search Forums wrote “listings that are suspended and then reinstated are missing all their reviews. This isn’t intended and Google is aware of the issue.”
• Google Take Your Child To Work Day Fun
  The other day at the Google headquarters in Mountain View, California – the GooglePlex, Google hosted a Take Your Child To Work Day event. Here are some photos from that even that I found on Instagra

Other Great Search Forum Threads:

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Links & Promotion Building

Local & Maps

Mobile & Voice

SEO

PPC

Search Features

Other Search

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: barry@rustybrick.com (Barry Schwartz)

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