Nov 7, 20164 min read

Marketing Day: An account-based marketing quiz, new Adobe tools & Arby’s CMO

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Successful SEO programs require content that supports the entire buy cycle Nov 7, 2016 by Joe Goers Columnist Joe Goers argues that many websites are focusing too much on the bottom of the funnel — to the detriment of their SEO success.
Quiz: Are you ready to adopt Account-Based Marketing? Nov 7, 2016 by Victoria Godfrey Test your knowledge of Account-Based Marketing with this quiz contributed by Victoria Godfrey.
Report: Amazon, HBO Now, Live.com only apps common to top app-install platforms Nov 7, 2016 by Greg Sterling The top 20 advertisers on Facebook, Instagram, Google and Pinterest are quite distinct.
[Reminder] Live Webcast — It’s not too late! Maximize your Google Shopping in time for the holidays Nov 7, 2016 by Digital Marketing Depot Whether you’re a beginner or a paid search pro, it’s not too late to improve your Google Shopping campaigns in time for the holidays. Join us for this November 10 webcast and learn how to optimize for search success with Google Shopping ads.
Why the email list takes second place to the phone book Nov 7, 2016 by Andrew Osmak Columnist Andrew Osmak discusses why phone numbers are gaining importance for marketers as a reliable identifier to gather data, track consumer behavior and attract leads.
Turning content pages into lead generators Nov 7, 2016 by Brian Massey Is your content turning your visitors into subscribers? Columnist Brian Massey walks you through key strategies you can try on your content landing pages to get your visitors to take action.
[Podcast] Marketing Land Live #34: Google Home vs. Amazon Echo with USA Today’s Jefferson Graham Nov 7, 2016 by Matt McGee Is Google Home really a “fail” on its first day being available to the public? We’re joined this week by special guest Jefferson Graham of USA Today for a spirited discussion on the competition between the new Google Home device and its predecessor, Amazon Echo.
Not to be out-Einsteined, Adobe launches its Sensei layer of AI services throughout its clouds Nov 7, 2016 by Barry Levine The new framework distributes existing intelligent services across the company’s Marketing, Creative and Document Clouds and adds a variety of new ones.
A great American underdog makes a comeback: CMO transforms Arby’s into a QSR leader Nov 7, 2016 by Nadine Dietz & Erica Seidel Rob Lynch, chief marketing officer of Arby’s, tells contributors Erica Seidel and Nadine Dietz how a willingness to take risks has fired up this once-outdated brand.

Study says only 8 percent of shoppers use retailer apps. Should they give up? Nov 6, 2016 by Greg Sterling No: they need a diversified strategy that includes third party distribution, mobile wallets and a renewed focus on the usability of their apps and sites.
comScore sunsets its Compete PRO service and recommends SimilarWeb to its clients Nov 4, 2016 by Barry Levine comScore customers will receive a discount from SimilarWeb for a short while, but the two companies will not integrate their services.