Top Marketing Reads

In this week’s roundup, we’re sharing top stories from around the web. Each article touches on different aspects of local and digital marketing – from the new Digital Marketing Technologist role progressive brands are investing in, to optimizing your email marketing, to how mobile is transforming the way consumers shop. Check out a recap of each below and follow the links to the full articles.


Amanda Cash-Crowley – Demand Generation Marketing Manager

AdExchanger: Digital Marketing Technologists Tackle the Data, Content and Commerce Collision


In 2012, Gartner reported that over 70% of companies employed someone in a Chief Marketing Technologist type role, 80% of which reported to the Marketing Department. This person is tasked with optimizing data management platforms, ecommerce, marketing automation, and innovation.


This article references Mayur Gupta of Kimberly-Clark and others in this field, who emphasize the desperate need from CMOs to have a senior executive that can bridge the gap between technology and marketing, understand the significance of data, and focus on project management principles when launching initiatives.


Marcie Ellison – Marketing Manager

MarketingProfs: Five Tips to Make Your Email Marketing Pitch Perfect [Infographic]


As a marketer, you understand the power of email. Unparalleled in its ability to connect your brand with past and potential consumers quickly, easily, and inexpensively – email is a marketing staple. With that said, as a consumer, you also know how easy it is to simply delete a marketing message with one click (or effortless swipe on your smartphone).


So, it stands to reason then that no matter how engaging, relevant, and/or valuable your email marketing campaigns are, you undoubtedly have a pool of inactive subscribers (i.e. users who simply don’t respond to your marketing messages). Check out MarketingProf’s new (and quite humorous) infographic to learn five tips that will help you make your next email marketing campaign “Pitch Perfect” and enable you to finally reach previously inactive (but potential) customers.


Lana Odintsova – Senior Managing Editor

Think with Google: I-Want-to-Buy Moments: How Mobile Has Reshaped the Purchase Journey


This new post from Think with Google explores how mobile is transforming the way consumers research and shop. According to the authors, “for today’s connected consumers, shopping never sleeps.” In fact, whether making an everyday purchase or researching a big-ticket item, consumers reflexively turn to their devices. This happens in hundreds of “micro-moments” throughout the day when making purchase decisions. (What’s the best choice? Can I afford to buy this? Is it worth it?) These I-want-to-buy moments are important moments for consumers, and they’re critical for brands. They’re opportunities to connect, especially on mobile: 93% of people who use a mobile device for research go on to make a purchase.


For more insights into local marketing, follow Balihoo’s posts on our blog – Perspectives.