Marketing ops is not just technology: Friday’s daily brief

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, there’s a lot of pressure surrounding the implementation of new martech solutions and replacements.

In our first piece, find out how you can pass some of the heat onto competing vendors. As you’ll see, it’s not about spreading misery. Far from it, it’s a way to assess which solution really works best in the only

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Seattle marijuana startup Leafly raises $23M as recent legalization boosts cannabis market

(Leafly Image)

Seattle-based online cannabis marketplace Leafly has closed $23 million in new funding, GeekWire confirmed with the company. The fresh cash infusion comes as the cannabis market sees an increase in sales as more states legalize pot and dispensaries were declared essential businesses during the pandemic.

The startup plans to expand its online marketplace that lets customers and retailers buy and sell cannabis. Leafly also serves as an educational resource. The platform has 120 million annual visitors.

The funding will be used to add to the company’s 160-person workforce and follows a series of layoffs over the past

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GSMA Study Reveals that the Gender Gap in Mobile Internet Use is Shrinking, Despite the Onset of the COVID-19 Pandemic

LONDON, June 17, 2021 /CNW/ — A record number of women in South Asia now use mobile internet services, helping shrink the gender gap to 15% from 19% last year in low- and middle-income countries despite the onset of COVID-19, according to the fourth annual GSMA Mobile Gender Gap Report published today.

The gains in South Asia, which had the most significant gender gap in 2019 with women 50% less likely than men to use mobile internet, masked the stagnation in other regions such as Sub-Saharan Africa. Women in both regions now face a similar gender gap in

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Adobe Projects Profit That Tops Estimates on Marketing Software

Adobe Inc. gave a profit forecast for the current quarter that topped analysts’ estimates as more customers sign up for subscriptions to its digital marketing and customer analysis software.

Sales will be about $3.88 billion in the period ending in August, the San Jose, California-based company said Thursday in a statement. Analysts, on average, estimated $3.83 billion, according to data compiled by Bloomberg. Profit, excluding some items, will be about $3 a share. Analysts projected $2.90. Digital experience subscription sales will rise 25% and digital medial software revenue will increase 22%, the company said.

Chief Executive Officer Shantanu Narayen has

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Shopify vs. Squarespace: Which Is Right for Your Business?

Shopify and Squarespace are two of the biggest e-commerce platforms on the market today since both make it easy for small-business owners to create their online stores or websites without needing any coding experience. But how do you know whether Shopify vs. Squarespace is the right online store platform for your business?

Before you can make a quantitative evaluation, you’ll need to take a qualitative look at what each platform offers. Once you make this side-by-side comparison, you can better understand which of these platforms’ features and price points will best serve your business’s digital needs.

Overview of Shopify

Shopify

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The Death of Keywords and the Rise of Topics in SEO

Table of contents

  1. Weighing Keywords For Relevance
  2. TF-IDF is Still Important But Problematic
  3. Three Things Keywords Fail to Consider
  4. Switching From Keywords to Entities
  5. What’s The Idea Behind Entities?
  6. Why Tracking Keywords is Losing Ground
  7. Topics: The New Keywords
  8. Topical Research vs Keyword Research
  9. Topical Clusters and The Future of SEO

For ages, search engine optimization (SEO) was all about keywords. They’re a fundamental component of the information retrieval process. So it made perfect sense: search engines crawled, found, indexed, and classified content based on keywords.

Keywords are still important in the way SEO works, albeit to a lesser degree.

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How Independent Watch Companies Have Embraced the Internet

Mr. Rohr, best known in watchmaking circles for his 25-year involvement in the highly respected TimeZone online forum, had spent two years mulling his own project. His immediate success — thanks in large part to his involvement in TimeZone — left him with nothing else to sell.

His next collaboration came in March 2020, with the young Italian micro-brand Unimatic. “All 100 watches sold out in 53 seconds,” he said. In total last year, he says, he sold 664 watches, some collaborations with watch manufacturers including MB&F and Habring, others his own creations.

“Without the internet, it would have

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