MTC News Desk

MTC News Desk

Interview with CMO, Blis – Diane Perlman


” The industry’s thirst and demand for trust and transparency spurred on by the implementation of GDPR is already having a major impact and brands want to work with martech partners who can deliver on this and help them meet their KPIs too “

1)  Tell us a little bit about your role and how you got here.
I have the privilege of joining Blis as their CMO and the first woman on the company’s leadership team. With my agency-side, large corporate, as well as startup experience and having spent the last 10 months as CMO of another top ad tech scaleup – this role seemed like a perfect fit for me and for Blis.

2) Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
The growing influence of AI will continue and get even stronger and we will see blockchain come into its own and evolve as the industry begins to understand the real power and use cases that work. However, brands and agencies that thrive and survive will be the ones that can expertly apply data insights from their tech stack to their marketing strategy and use it to enhance their storytelling as well as drive ROI.  

3) What do you see as the single most important technology trend or development that’s going to impact us?
The industry’s thirst and demand for trust and transparency, spurred on by the implementation of GDPR, is already having a major impact and brands want to work with martech partners who can deliver on this and help them meet their KPIs too. The companies and technologies that can deliver this will rise to the top.

4)  What’s the biggest challenge that CMOs need to tackle to make marketing technology work?

I think it’s important not to get caught up in technology just for technology’s sake – if it offers real enhancements, efficiencies and results then it’s worth considering – from personalisation, to collaboration – the biggest challenge is making sure you have your head around what each technology can deliver, how they can meet your needs and integrate with other tech your team is using, and then embracing the ones that work.

5)  What’s your smartest work-related shortcut or productivity hack?
My top productivity hack is to know what time of day you are at your most productive and block out that time to tackle your toughest challenges (or eat the biggest frogs, as they are sometimes called). For me it’s 1st thing in the morning – so I get in early and try to get a solid couple of hours at my desk during my peak productivity time

6)  How do you prepare for an AI-centric world as a marketing leader?

I think it’s about, first, understanding AI and its applications and, second, ensuring that it is used where it can help move the needle. There is so much it can potentially do from personalization to engagement, better conversions, more relevant content creation – the key is to make sure you’re using the right tools for the right reasons.

7)  What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
Blis’ proprietary technology and platform helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes. Advertisers must capitalize on these insights for meaningful marketing experiences across devices, whether at the top of the funnel for awareness goals or bottom of the funnel for purchase objectives.

8)  Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?

Blis recently launched a blockchain platform to add transparency to the digital advertising ecosystem with IBM and Unilever. Marketers will benefit from the new capability, as they can transparently validate data provenance and understand individual providers GDPR compliance.

Additionally, in Q4 of 2017, Blis announced partnerships with Oracle Data Cloud and IRI to provide brands with a comprehensive understanding of consumer behavior both on and offline.  By coupling Blis’ advanced location behavioral data with our partners’ information about consumer purchase histories, store memberships and app usage, we can help marketers better understand and leverage consumer behavior both online and in the real world to effectively optimize digital campaigns and measure sales uplift.

9)  Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day
Apps you’ll see on my phone’s home screen are:

  • Email apps
  • Contacts
  • Calendar
  • Weather
  • Photos
  • Safari
  • Skype
  • Tri Yoga
  • Notes
  • Citimapper & Here maps
  • Open Table
  • I purposely keep my social media apps on the 2nd page – grouped in a folder -in an attempt to help me resist the urge to check them too often


As CMO, Diane is responsible for overseeing the planning, development, and
execution of Blis’ global marketing and advertising initiatives.
Diane is an established marketing leader with big brand experience at Microsoft,
as well as startup, scaleup and agency-side experience. She is an American
who relocated to London over 18 years ago with a startup and has worked
primarily with tech and telecoms companies during her London career, which
spans Grey London, Wheel (acquired by Digitas/LBi), Microsoft and Unruly, as
well as her own virtual agency.
While at Microsoft, Diane led UK marketing communications for Windows Phone
and later created and ran the Microsoft Ventures Accelerator, graduating
nearly 40 startups. She was subsequently the CMO at global startup accelerator
Diane spent the past 9 months as Interim CMO (maternity cover) at video ad
tech company Unruly, one of the hottest tech scaleups in London’s TechCity.

Blis is the global pioneer in location data. Our proprietary technology and platform helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes.
For more information please visit our Website

digital marketing


Since the arrival of the cutting edge marketing, Marketers have longed for having the capacity to see precisely which battles brought about deals, and how their different endeavors impacted the respective consumer choices. In this impeccable world, they’d pipe their spendings to high-performing stations in light of their essential objectives, regardless of whether that was sales, brand awareness or lead generation, and de-accentuate the rest.

Marketers are no outsiders to attribution. The ascent of computerized advertising brought greater reception into campaign completion and execution, however, attribution has missed the mark regarding having the capacity to show genuine closed loop results. It remains absurdly complex to join together the greater part of the different communications a man makes with an organization’s crusade over numerous locales and advertisement stages to effectively property a deal or conversion.

This multifaceted nature detonates when Marketers endeavor to credit their digital campaigns for expanded base traffic and at last, sales. Here’s the reason.

Sourcing the flag

Coordinating a computerized battle to an in-store buy with any level of conviction requires matching up purpose of-offer information to a digital identifier,

There is no one-to-one connection at scale here, such a significant number of organizations endeavor to coordinate client records in light of hashed (anonymized) email addresses. With each endeavor to coordinate dissimilar information sources, the quality and size of that board diminish. Maybe while paying with a cell phone at checkout achieves broad shopper selection, this will however change.

Today, most organizations work to demonstrate online-to-offline attribution by estimating the adjustment in base traffic. This is done principally through estimation of GPS lat/long information focuses and WiFi associations, with a few information additionally originating from Bluetooth reference point communications.

The test here is guaranteeing that your source information is both exact and protection agreeable. 5G has been built up to convey more prominent precision, however, the truth will surface eventually whether it will satisfy its guarantee. The best suppliers in this space experience substantial building endeavors to screen out even the low-quality data, regardless of whether it be low-precision, restricted scale or fragmented. This prompts the second test.

Statistical Significance:

Obtaining astounding information signals and coordinating those crosswise over gadgets and point of sale frameworks radically lessen the extent of the board used to gauge attribution. We’re talking small numbers here, and an advertiser may just have the capacity to gauge single-digit rates of their base traffic regardless.

To quantify that target consumers requires an opted-in location sharing gadget, a profoundly precise area flag (GPS information debases inside because of flag quality), exact across the nation fabricating impressions to affirm the visit and forward business data to affirm the location is still in business.

Weighting other promoting efforts

Lamentably for those looking for the attribution Holy Grail, Marketers don’t convey one campaign crosswise over one channel. They run campaigns crosswise over Google, social media, advertisement networks, print, TV, and radio.

How does an advertiser consider, catch and adjust those touch focuses, and afterward appoint the fitting weighting to each?

The way ahead

However given these difficulties, Marketers properly noise for more attribution arrangements and more execution situated crusades. The business groups pitching offices and brands would love to give a comprehensive attribution arrangement so Marketers could know where to contribute extra resources and what necessities to enhance when things don’t go as arranged.

The establishment of significant online-to-offline attribution arrangements will be precise, clean and privacy compliant GPS data.

Digging upon this, the innovation will propel, the storehouses of data will merge, and the information will develop in scale and amount.

In the long run, as campaign pan out, Marketers will have the capacity to detect the patterns, take after their hunches, add to the already presented data, and make changes in a likely manner. As of now, we are not quite there yet.

social media marketing

Going Beyond With AndBeyond.Media

AndBeyond.Media, the world’s leading on-demand digital media group serving over 1 billion MM ad experiences has made a remarkable beginning to 2018 by moving into a sparkling new address and a recently launched business called WORD ( that offers Influencer Marketing.

To view the Multimedia News Release, please click:

Karan GuptaCEOAndBeyond.Media, says, “I’m excited about the new office, not only is it a cool space with a number of instagrammable spots, it makes for great collaboration and teamwork with its open space culture. With the energy of all different business units and their respective teams under one roof, deeper collaboration between our teams is possible.”

The future of workplaces typically has revolutionary designs, however it is a time of profound change in how design supports work in all forms. Mammoth changes, including a younger workforce and the innovation-driven nature of business, brought about the AndBeyond.Media office in Mumbai’s Andheri has been divided into two zones – the working area and the breakout area with an office that does not necessarily have to be about a desk and computer. It can be about casual seating, an ‘at home’ vibe, and bursts of colour.

Dharika Merchant, PresidentAndBeyond.Media mentions, “Our aim was to create a vibrant, atypical, and quirky office space for the young leaders and their super efficient teams enabling them to shower their energy into the workspace with the inspiration around them not only being work driven, but also workspace driven.”

“Moving to a new office was not the only milestone for us this year, we also launched a new business called WORD,which is an Influencer Marketing agency that placed us well in a new domain,” added Dharika Merchant. “‘WORD is an Influencer Marketing agency with an integrated platform that offers brands to connect with their audiences via Influential voices across Social Media. With this offering to brands and content creators, our business leverages not only our content studio, but also a futuristic channel to reach consumers for emotional to transactional communication.”

“At AndBeyond.Media, we never stop innovating or spreading our wings to explore the unknown with the might of our network and technology. Offerings like ‘WORD’ are here to build a mark amongst brands & influencers globally for the next-gen audiences at scale,” adds Pankil MehtaCBO, AndBeyond.Media, impressing upon the superior technological capabilities that our platforms are built on.

AndBeyond.Media is a firm believer in the power of technology and scale via programmatic channels. Adding yet another feather to its suite of bespoke technology and video content solutions, the company is focused on driving quality engagement in its offerings of the future that will not only compliment other businesses but also help drive growth in new avenues of Digital.

About AndBeyond.Media:

Founded in March 2015, AndBeyond.Media is a group that caters to Brands, Media Publications & Content Creators globally offering Digital Media Monetisation, Holistic Video Content & New Age Brand Solutions with technology at its epicentre delivered at scale. AndBeyond.Media has offices across the USA, UAE and India working with 500+ premium advertisers and publishers from all around the world.

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eToro Adds IOTA to Expanding List of Cryptoassets

  • Brings total number of cryptoassets available on the platform to 12
  • Move comes as investors increasingly seek to diversify 

eToro, a global investment platform with over ten million registered users, has today added IOTA bringing the total number of cryptoassets available on the platform to 12.

IOTA aims to enable companies to explore and open up new business to business marketing opportunities by making every technological resource a potential service to be traded on an open market in real time, with no fees.

Unlike most cryptos the IOTA platform does not use a blockchain. Instead it is underpinned by a blockless technology its creators call ‘Tangle’. The IOTA Tangle ledger is able to settle transactions with zero fees so devices can trade exact amounts of resources on-demand, as well as store data from sensors and data-loggers securely and verified on the ledger. The cryptoasset aims to become the backbone of the Internet of Things (IoT).

The addition of IOTA comes as investors look to diversify their cryptocurrency portfolios, seeking new opportunities through altcoins. It will now be available on the eToro platform alongside Bitcoin, Ethereum, Bitcoin Cash, XRP, Litecoin, Ethereum Classic, Dash, Stellar, EOS, Cardano and NEO.

Crypto investors on eToro own the actual cryptoasset with eToro acting as custodians of the coins.

IOTA will also be added to eToro’s Crypto CopyFund, which uses CFDs to enable investors to diversify across all available cryptocurrencies (weighted by market cap) with just one click.

Yoni Assia, Co-founder and CEO at eToro, commented: “At eToro we believe in diversification and we are committed to bringing more cryptoassets onto our platform for our users to invest in.

“Today, there are billions of devices that rely on the Internet of Things and this number is growing exponentially, with millions more new sensors added every week, as the planet becomes ever-more connected. IOTA aims to be the ‘ledger of everything’ by allowing data exchange between the sensor-equipped devices that populate IoT.”

About eToro

eToro empowers people to invest on their own terms. The platform enables people to invest in the financial instruments they want, from cryptoassets to stocks and commodities. eToro is a global community of more than ten million registered users who share their investment strategies and anyone can follow the approaches of those who have been the most successful. Users can easily buy, hold and sell assets, monitor their portfolio in real time, and transact whenever they want.

eToro is regulated in Europe by Cyprus Securities and Exchange Commission and regulated in the UK by the Financial Conduct Authority.

All trading involves risk. Only risk capital you’re prepared to lose. Past performance is not an indication of future results. Trading history presented is less than 5 years and may not suffice as basis for investment decision. This is not investment advice.

Buying cryptocurrencies is not appropriate for everybody. Cryptocurrencies are not regulated. They are not backed by governments or central banks. Cryptocurrencies are backed by technology and trust. You will not benefit from the protections available to clients receiving regulated investment services, such as access to the Financial Services Compensation Scheme (FSCS) and the Financial Ombudsman Service (FOS) for dispute resolution. You are at risk of losing all of your invested capital.


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Hyperion’s mapping system aims to revolutionize how maps are made – and monetized

Hyperion, an open blockchain-based mapping architecture, has ambitious plans to fundamentally transform how maps are made – and how the global market for maps and map technology operates. Hyperion’s unique technology, which enables a completely decentralized, self-governing global map that users anywhere can contribute to, edit or utilize for their own needs, and share the economic value, promises a radical change in the process of how maps are made and managed.

At present, there are more than 2 million apps in circulation – but almost every single one is based on either Google Maps architecture or major Chinese map services including Gaode, Baidu and Tencent.

This creates a highly concentrated and controlled system for managing and accessing vital business data such as maps, and Hyperion sees its opportunity in disrupting this centralized system.

At present, the map industry has a high technical threshold and significant barrier to entry – the physical challenge of acquiring mapping data for every town, village, and building globally. However, building on the massive bank of data accumulated by Mapxus, the largest open indoor mapping platform in the world which was established by the founder of Hyperion in 2016, Hyperion has an immediate competitive advantage. By applying its collaborative map-making technology on top of this base layer of information, Hyperion is creating an immediate, viable, and open-source alternative to the expensive and highly controlled mapping systems offered by the traditional providers.

The Hyperion ecosystem addresses a number of key pain points in mapping development. First, the cost of developing and maintaining detailed, up-to-date maps using a top-down model is hugely expensive and inefficient, requiring mapping companies or governments to dispatch staff to gather information locally. Second, this model makes it difficult to ensure that maps are accurate or up-to-date, since resources will be allocated to maintaining different parts of the map at different times. Third, current mapping infrastructure is controlled by governments or private companies, creating barriers for other users to access or utilize these maps.

Hyperion addresses this using a three-stranded model which it calls the ‘Hyperion Trinity’. The trinity consists of (1) mapping technology that allows anyone to partake in the development and maintenance of the maps, (2) an economic model to incentivize and rewards contributors to the development of the maps, and (3) robust community structures to empower a self-governing ecosystem.

To date, Hyperion’s map data covers all outdoor space around the entire globe, as well as indoor maps for more than 2,000 buildings totaling over 100 billion square meters. These figures will grow exponentially with the development of the project. In the future, Hyperion will generate more than 1 million Dapps or Apps, making it the world’s largest underlying public chain.

The technology is backed by a number of leading investors including Hayak, Dfund, Float Capital, Du Capital, Biaozhun Capital, and Collinstar Capital.

Isaac Zhang, the founder of Hyperion, said:

“By liberating maps from the traditional highly controlled model, we intend to fundamentally transform the global economy. We believe that map data should be open and accessible to all, and that by doing so we will unlock massive untapped value in the products and services we or other parties can build on this data.”

Excellent Team with the Best Specialists in the Field

Hyperion’s team consists of senior experts from blockchain based mapping systems, blockchain technology, growth hackers, and global marketing. Issac Zhang, the CEO of Hyperion, is the former co-founder of Mapxus — the largest decentralized indoor mapping platform in the world. Eric Huang, the COO of Hyperion, built his career on implementing large-scale distributed computing – including co-founding Mobvista, the largest mobile marketing platform in Asia. Zou Guangxian, the CTO of Hyperion, was previously the head of the gaming division at Netease and the former co-founder of AIPAI, one of the largest gaming video sharing platforms in ChinaKai Law, the CMO of Hyperion, holds a double Master’s of Media and Business from Loughborough University in UK. He was also the co-founder of Liuxuebao, the largest study-abroad SAAS platform in China.

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lead generation

Investoo Group Appoints Jamie Beadle as Chief Operating Officer

Investoo Group is happy to announce the appointment of Jamie Beadle as Chief Operating Officer.

Jamie will lead the operational delivery of the business, and drive further success through effective operational processes.

As COO, Jamie will focus on designing and implementing key strategic plans and procedures, that will streamline performance and efficiency.

Investoo Group delivers top-quality lead generation and marketing services, via a portfolio of websites, in the rapidly evolving cryptocurrency, FX shares and derivative trading markets.

The company runs some of the biggest marketing campaigns in the financial industry across 10 different languages, including French, Spanish and German.

Jamie joins Investoo as the former COO of leading marketing technology company Clicksco. He succeeded in turning the $50m business into a $100m company over a three year period. Jamie also has an exciting entrepreneurial background, having sold his previous company, Southbound Trading Company, to Clicksco in 2013.

“I am enthusiastic to join Investoo Group at such a monumental time. My conversations with the team have given me great insight into the passion they share for the business.

“My vision is to build a data driven strategy which maintains flexibility, allowing us to expand into new markets with minimal impact and cost,” commented Jamie.

David Merry, CEO and Chairman of the Board of Investoo Group, is thrilled to have Jamie onboard:

“Jamie’s impressive experience in operational delivery will have a significant impact on the way we run Investoo Group.

“His informed vision for the company is crucial to help meet our company goals and drive our productivity and performance forward.”

The key hire is the second of the month for Investoo Group. James Beale was appointed as Chief Financial Officer, and will take the lead in building a strong financial accounting function.

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mobile apps mobile marketing

New Gracenote Mobile Video Analytics Solution Delivers Groundbreaking View of Streaming App Performance

Gracenote®, a Nielsen company (NYSE : NLSN ), announced a new Mobile Video Analytics solution aimed at providing visibility into the quality and performance of the most popular mobile video streaming applications.  The performance analytics solution will provide mobile operators, MVPDs, video streaming services and hardware manufacturers a means to better understand how mobile app performance impacts user behavior and attitudes as well as engagement with their platforms and those of their competitors.

Gracenote’s Mobile Video Analytics provides in-depth insights into how users interact and engage with mobile video streaming services. By reporting key performance metrics by wireless/internet service provider, content type and more, Gracenote assists with everything from product development and marketing to user performance and pricing.  The Mobile Video Analytics Solution focuses on three primary performance categories:

  • Experience: Deep insights into the performance quality of mobile video services that have the biggest effect on a subscriber’s experience and satisfaction, such as video resolution, start-up times and buffering.
  • Engagement: Engagement metrics to understand how, when and where viewers tune-in, average viewing time, as well as payload, stickiness, network access and speed.
  • Attitudes: Reasons mobile users choose to subscribe to or disengage from specific streaming services, including their intention to switch and feedback on pricing.

Armed with these insights, streaming video services can learn how performance impacts engagement on their platforms compared to those of their competitors, allowing them to take appropriate actions if necessary to ensure high usage rates.  In the case of low engagement, Gracenote Mobile Video Analytics can leverage passive video tests and survey responses to map user behavior and identify the cause of disengagement and churn.  Gracenote can help wireless providers detect areas of network congestion and determine whether they need to add capacity to improve the user experience.

“Nielsen has been at the forefront of measuring television and digital video content for decades and the new Gracenote Mobile Video Analytics solution extends our market-leadership position in the mobile streaming space,” said Mike Greenawald, Senior Vice President, Connectivity for Gracenote.  “In a hotly-contested marketplace for subscribers, it is critical to understand the factors that drive engagement and retention. Gracenote Mobile Video Analytics identifies the key video performance factors that enable our customers to gain a competitive edge and make more informed business decisions.”

Gracenote Connectivity, formerly Nielsen Telecom, has provided gold-standard measurement of wireless performance and experience for nearly 20 years.  The latest Mobile Video Analytics solution uses a combination of proprietary video quality and performance testing with real-time usage data from thousands of mobile consumers in over 125 national markets.  For additional information on Gracenote Mobile Video Analytics, please visit

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market data business intelligence

MarketCast, Insight Strategy Group, And Fizziology Unite Under One Banner As MarketCast Group

MarketCast, Insight Strategy Group, and Fizziology have been united under a new parent company, MarketCast Group. The announcement is the most recent step in enhancing and integrating research and analytics offerings across the three companies. Together, the MarketCast Group companies are global leaders in the consumer insights industry, known for seamlessly bringing together best-in-class capabilities and expertise to solve clients’ toughest business challenges through innovative methods, uncompromised quality, and world-class talent.

MarketCast Group CEO Henry Shapiro said, “The establishment of MarketCast Group unites our companies by a singular vision. Each of our companies is distinct yet complementary to the whole, and our new brand architecture and visual identity reflects this evolution. Coming together under one banner preserves the brand equity of each business while communicating our broader unity and value to customers across the end markets we serve.”

The new brand architecture reflects the companies’ evolving business and expansion into new business lines. MarketCast Group has also debuted a new website and invites visitors to explore as well as the new websites for each of its portfolio companies.

MarketCast Group ( is the parent company of three integrated consumer insights businesses: MarketCast (, Insight Strategy Group (, and Fizziology ( These companies work in collaboration with makers and marketers across industries throughout the product and content lifecycle, from brand health deep dives to early concept exploration to campaign development to distribution. MarketCast is a leading provider of marketing research services and data analytics servicing the global entertainment industry. Acquired in 2015, Insight Strategy Group is a consumer research and strategy agency that leverages deep social science expertise to fuel brand growth, new product introductions, and service and content innovation. Fizziology, acquired in 2017, is a provider of social insights and analytics that uses real-time global conversation to create actionable insights for marketers and creators. MarketCast Group is a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.

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experiental marketing

Inspira Marketing Sets Stage for Future Growth

Inspira Marketing Group, an award-winning experiential marketing agency, celebrates its tenth anniversary with additions to its roster of world-class clients and talent acquisitions.

“We’ve entered a phase of unprecedented growth,” says Inspira founder, Jeff Snyder. “We value the long-term relationships we’ve forged with clients like Diageo and Henkel and are excited about the new partnerships we’ve built with emerging brands like Chameleon Cold Brew Coffee, Outsiders Pizza, and Arla Foods.”

To support future growth, the agency is announcing the expansion of its team with four new hires.

Dan Sullivan will lead the Brand Experience Growth Team which serves as a launch point for emerging client relationships. Dan brings more than 20 years of executive-level expertise and deep industry experience including senior positions at Momentum Worldwide, LeadDog Marketing Group/CSM, and Ryan Partnership, where he led strategic business development and managed relationships with brands such as Verizon, Reebok, Coca-Cola, and Audi, among others.

Ann D’Adamo has been named Director Marketing & Communications. In her role, Ann will grow Inspira’s thought leadership, agency marketing, and social strategy offerings. She was previously the Content Director at Women’s Marketing and a finalist for the 2018 Digiday Content Marketer of the Year.

Natalie Barnes and Sean Hannigan join as Division Field Marketing Leads for Diageo brands. Natalie joins from Southern/Glazers Wine & Spirits where she was a Regional Marketing Director responsible for creating state-level activation plans for the Jim Beam, Constellation, and Campari portfolios. Sean Hannigan hails from Legacy Marketing partners, where he was the National Account Director for Pernod Ricard, managing and executing trade and consumer engagement programs for the on and off premise channels.

“These new hires further our dedication to providing clients access to strategic business resources with categorically-relevant backgrounds,” explains Snyder. “We look forward to the innovation, skills, and knowledge they bring to drive success for our clients and Inspira’s next decade of growth.”

Located in Norwalk, CT, Inspira delivers marketing campaigns across a variety of industries, including CPG, technology, and food and beverage, while devoting a portion of its profits to find a cure for pediatric cancer. This combination of excellence and purpose has been recognized with a long list of impressive industry awards, including a 2018 Chief Marketer Pro Award and a fifth consecutive year on the Inc. 5000 list of Fastest Growing Private Companies.

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fishbat, offers 4 Reasons to Include Voice Search in Your Marketing

In order to help businesses continue to take a multi-faceted approach to advertising, internet marketing company fishbat offers 4 reasons to include voice search in your marketing.

Over the past few years, the world has seen the development of a number of popular voice assistants that are making accessing information hands-free easier than ever before. When approaching efforts to expand a business, a comprehensive plan should include voice search in order to capitalize on this new search method.

Below are four main reasons to include voice search in the company’s best marketing campaign.

Increase Brand Accessibility. Voice searches have become a significant portion of web traffic – both on mobile devices and through home virtual assistants like the Amazon Echo or Google Home. By focusing efforts on increasing brand visibility through voice search, a marketing team is opening the business up to a wider swath of search traffic that might not have stumbled across the site before.

Approach SEO From a Different Angle. Unlike traditional SEO that focuses on short and concise keywords, voice searches often take the form of a query and are much longer than a traditional Google Search. Having the task of modifying articles to appeal to these long-tail keywords may seem like a lot of effort, but by diversifying a company’s approach to SEO, they have the chance to capture more traffic both through voice searches and through more traditional means.

Increase Local Traffic. This may not be a concern for online businesses or other companies that have sales spread out over a large region, but the ability of voice search marketing to increase local traffic cannot be overstated. Many times, people who are using voice search are on the go and looking for local results that they can take advantage of right now. Having a business rank prominently in a search like “what is the closest restaurant?” for example, is incredibly valuable and can lead to a significant increase in foot traffic. In truth, this perk is even valuable for primary online companies due to its ability to market to specific geographic areas.

Increase Site Value as a Whole. Part of the benefit of voice search becoming more and more prominent, is that it forces marketing teams to revisit their online content and adjust in order to appeal to a wider range of queries. In order to capitalize on voice marketing, a business will have to invest in informational and navigational content that is more likely to show up in a voice query, which improves the quality of the site as a whole. As part of a comprehensive marketing strategy, the adjustment in advertising tactics and the resulting increase in traffic will help elevate a company’s online presence to the next level.


fishbat internet marketing agency is a full-service company that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.

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