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Showing posts from September, 2015
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Attribution Should Be About Contribution Chains Rather Than Awarding Credit

The conversation about attribution is all wrong. Even the name “attribution” conveys the wrong meaning. Much of the attribution discussion — and even the attribution models we use — focuses on dividing up the chain of touchpoints to determine which channel gets “credit.”Yet multi-touchpoint engagement implies that the whole chain of touchpoints is what creates value — not each independent touchpoint.Current attribution models, such as First-In, Last-In, Even Distribution, or custom weighted models, all look to discretize the value based on philosophical approaches.For example, proponents of Last-In (if there are any… Bueller?) would argue that the last step in the journey should get the credit, as it is the closest step to value. First-In proponents argue that early steps are tied to the motivating or educational stages of engagement, and, therefore, deserve to be more highly valued.The reality is, all of these are guesses. And we don’t have to guess. We can take the information from …

Is There Such A Thing As Too Native?

Native advertising has earned a ton of industry buzz: 72 percent of publishers are currently offering native ads or are planning to within the next several years. It’s easy to see why.According to research Yahoo recently conducted, more than 60 percent of consumers have a favorable view of native ads. (Disclosure: Yahoo is my employer.)For consumers, when an ad blends smoothly into the flow of the content, it can create a less disruptive experience and drive deeper engagement.Native ads have created new opportunities for digital and mobile marketers, as well. With formats including search, in-feed, in-ad, custom, widgets and promoted listings, there’s a variety of ways to tap into these opportunities.What’s more, native ads are a way for brands to give back to consumers by making their online experience more enriching. They encourage innovative creative and copy, which can increase relevance and drive stronger results.Research on Yahoo native campaigns found that branded searches see …

Google Enhances Dynamic Remarketing Ads To Adjust Across Devices

Google announced today that dynamic remarketing ads will now adjust automatically to fit all devices.Brad Bender, vice president of product management for the Google Display Network, announced the change during a keynote discussion at SMX East in New York and in a blog post on Inside Adwords.The enhancement will allow advertisers using the retargeting ad product, to upload fewer customized creative materials and be assured that the ads will look as good on phones as they do on the desktop.The system will automatically make size and shape adjustments and also change colors, Bender wrote in his blog post:Ads are also touched up to look great on any mobile or desktop site, or app. For example, if your logo is predominantly blue and yellow, AdWords may use these colors to shade the border and background of your ad. We’ll even try out varying color combinations and use the ones that drive the best performance. As always, you have control to make changes to these selections based on your pe…

Google’s Brad Bender On The Problem With Ad Blockers

Ad blockers don’t offer users enough control and are having a negative effect on online publishers. So says Brad Bender, VP of Product Development for the Google Display Network, speaking during today’s keynote session at our SMX East conference in New York City.Marketing Land’s Ginny Marvin and Danny Sullivan spoke with Bender about the heightened attention on ad blocking since Apple’s iOS 9 came out earlier this month. As I wrote in my liveblog of the keynote, Bender says ad blockers are targeting both “good and bad ads” to the detriment of online publishers.Ads are an important part of the ecosystem. They’re funding most of the free content we consume — the blogs we visit, the media we use. I think the ad blocking phenomenon is driven by people having bad experiences with ads. Think of pop-up ads, for example.The problem with ad blockers is that they’re blocking the good ads and the bad ads. We think it’s important that publishers continue to be funded.Bender talked about developer…

Google Display Network Will Charge Only For Ads That Are Viewed

Google today announced a commitment to only charge for display ads that are viewed.Speaking during a keynote discussion at SMX East in New York, Brad Bender, vice president of product management of the Google Display Network, said: “I’m pleased to announce that GDN is moving to 100% viewable. We’re going to migrate all of the CPMs in the system to viewable CPMs. All advertisers will be able to see viewable metrics so they can make better decisions.”The move, which Bender said will be rolled out to GDN users in the next couple weeks, should be welcome news to advertisers worried about the Google provided stat that 56 percent of online display ads never have a chance to be viewed. Among the reasons for their invisibility: they are low on a page, they have scrolled out of view or they are in a tab that isn’t activated.Bender said Google has already been working on the viewability issue and last year didn’t charge advertisers for 70 billion impressions that weren’t seen.You can read more …

Why A Baseline Is Essential To Accurate Marketing Attribution

Accurately measuring the return on your marketing initiatives can be a struggle for any company. However, it’s universally acknowledged that every marketer needs to do so in order to grow their business effectively.Many marketers rely on last-click attribution from their media partners and agencies to report on performance. But in reality, that information is unreliable, as it doesn’t account for the many external factors that play into a consumer’s decision to make a purchase.It’s critical for every company to establish a baseline to fully understand the incremental value of their marketing.What Is A Baseline?A baseline is the attributed value of everything outside of the marketing campaign being measured — or in simpler terms, what would have happened anyway. This includes:• External Factors. Does your company already have far-reaching brand recognition? Do you have excellent existing customers who praise your company to others just by word of mouth?Have your competitors changed the…

How Innovation Changes The Ps Of Marketing

I recently spoke at the Internet Marketing Association’s annual conference on the topic of innovations that give consumers more time (and how this impacts marketing). I picked this subject because I recently read a quote from Larry Page, Google’s CEO, that really got me thinking:If you really think about the things that you need to make yourself happy — housing, security, opportunities for your kids — anthropologists have been identifying these things… it’s not that hard for us to provide those things. The amount of resources we need to do that, the amount of work that actually needs to go into that is pretty small. I’m guessing less than one percent at the moment. So the idea that everyone needs to work frantically to meet people’s needs is just not true.Larry’s not arguing that we only need to work one percent of the time, but he says that we could theoretically provide for all our basic needs in that amount of time. That one percent number may be a bit optimistic, but the underlyin…

Guesstimate: The iPhone 6s and 6s Plus Costs $211.50 and $236 to Build

Apple has did it again with its newest iPhones, as the company has managed to break its own record and sold as much as 13 million units in the launch weekend alone. Apple is a well-known champion in profit margins, so it’s always curious to see how much does the company spend on building its products.A fresh report coming from research firm IHS Technology claims that Apple’s latest iPhone 6s and 6s Plus hardware material costs are $211.50 and $236, respectively. As you are aware, the entry-level versions of the iPhone 6 start at $649 and $749, at least in theory, this leaves Apple with around $400 to $500 per unit.Of course, this isn’t exactly an honest estimate, as it doesn’t take into account many other expenses. And it seems that this has pissed of Apple CEO Tim Cook himself, as criticized third-party firms who provide such estimates back in this spring, saying they are usually far off base.According to the firm’s findings, it seems that the new 3D Touch display is the most expensi…

How to do Reverse Image Search on your Mobile Phone

The Reverse Image Search option in Google Images can help you quickly discover related images from around the web. Upload a photograph from your desktop to Google Images and it will show you similar images used on other websites and also different sizes of the same photo almost instantly.Journalists can use the reverse search option to find the original source of an image and also know about the approximate date when the picture was first published on the Internet. Photographers can use ‘search by image’ feature to know about other websites that are using their photographs. Reverse Image Search on Mobile DevicesThe little problem is that ‘search by image’ is only available on desktop computers and not on mobile devices and tablets. Thus, if a friend has sent you an image on WhatsApp or Facebook that you’d like to verify, you’ll have to first transfer the photograph to a desktop in order to perform a reverse search. Too much work, right?Not anymore. I wrote a little web app that lets yo…

HTC’s new Flagship Smartphone to be Announced on October 20th

A few days ago, we discussed about a rumor according to which HTC was working on a new mid-range smartphone with design lines resembling the iPhone 6. And now, shortly after Google has unveiled the new Nexus smartphones, HTC has announced an official release date for what could be its flagship device.As you can see on the official HTC Launch page, the Taiwanese company is planning to unveil a brand new device on October 20, which is three weeks from now, on a Tuesday. The event will be held through a “virtual event” streamed from HTC’s website, and we will be here to report on whatever HTC is planning to announce.The invite sent to press today said “Meet the Marshmallow from HTC,” so this makes it pretty much obvious that we’re going to witness the launch of a new smartphone which will come with Android 6.0 Marshmallow out of the box. HTC says viewers will be able to tune in to the launch at www.htc.com/launch starting at 12PM ET on the 20th of October.The Taiwanese phone maker badly …

Twitter Rolling Out Buy Now Buttons Widely With Shopify, Demandware & Bigcommerce Partnerships

It’s a buyer’s market for Twitter Buy Now buttons.Twitter announced a big rollout of its e-commerce effort today, partnering with Bigcommerce, Demandware and Shopify in integrations that will greatly increase the number of merchants who can sell directly within user timelines.Twitter has been testing its Buy button for more than a year, tinkering with ways to entice people to make purchases directly from tweets. Facebook is also testing an in-feed buy button and Pinterest rolled out Buyable Pins in June.Now Twitter is hitting the accelerator. Bigcommerce and Shopify each have in the neighborhood of 100,000 merchant clients in the US and Demandware has hundreds (which tend to be larger retail brands). Twitter’s Buy button is currently only available for businesses selling in the US.Of course, not all merchants will want the feature and it remains to be seen whether people will embrace the idea and practice of buying within social networks. But Twitter is betting that they will.Nathan H…

A Step-By-Step Guide To Becoming An Influencer In Your Industry

Influencers are the people others come to for advice. They have a genuine, loyal following because they add real value to their industries.Influencers have insight and actionable information, and because of that they attract the eye of even major brands.In short: Influencers have power.It’s possible that someday soon you will have an amazing service, product or idea that will change your industry forever — or maybe you already do. Perhaps you already have a startup for that industry-changing service, product or idea and a crack team to make it work. What else could you possibly need?Influence. Because without it, your amazing work just won’t get the buzz you need to really succeed.This is the fear all entrepreneurs have, and no wonder. We have all faced it from time to time.To get the attention your business needs, you need to become an authority, an influencer in your industry. Fortunately, this is within your reach.Too often we believe that influencers are born, not made, and that w…

SMX East Live Blog: In Conversation With Brad Bender, VP of Product Management, Google Display Network

Good morning, and welcome to day two of our SMX East conference! We’re about to begin with a keynote conversation where Brad Bender, Vice President of Product Management for the Google Display Network, will be speaking with our Danny Sullivan and Ginny Marvin. On the agenda is a discussion of display advertising, new developments within the Google Display Network and I’m betting the hot topic of ad blocking is bound to come up, too.Everything is due to begin at 9:00 am ET, so please come back then and refresh the page as often as you need as we live blog today’s opening keynote.

via Marketing Land

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Nearly 60% of marketers are not fully utilizing their marketing technologies, according to a recent study. Selecting and on-boarding the systems that promise to deliver exceptional customer experiences is just the beginning; rubber meets road when the organisation, people and culture are aligned to effectively apply them.Continue on the journey of achieving the full potential of marketing technology…attend MarTech: The Marketing Technology Conference, 21-22 October in London.You’ll join like-minded marketers, marketing technologists, IT pros and digital innovators in exploring how to evolve your organisation to take advantage of technology-powered marketing. The agenda features real-world experiences from major B2B and B2C brands that will provide you with new insights. See what past attendees have said about this unique conference.MarTech Is Right Around The Corner
Register at the low pre-conference rate of £995, £100 off on-site rates. Get two days of insightful presentations and net…

Intex Aqua ACE Launched at Rs 12,999, Features 3GB RAM and Dual Sided Gorilla Glass 3 Protection

Intex, the fast growing Indian smartphone brand has come up with a new smartphone – the Aqua Ace – with 3GB RAM at a price of Rs 12,999. The company claims that it is the first ‘Indian’ smartphone maker to offer such specifications in the sub Rs 15,000 segment.The Aqua Ace comes fitted with a 5-inch Super AMOLED HD display and is powered by a 1.3GHz MediaTek quad-core processor paired with 3GB of RAM. The device comes with Corning Gorilla 3 protection on either sides so as to save the phone from scratches and other damages. The smartphone looks sleek and bold thanks to the thinness of 6.7mm and the well designed body panels, but those bezels on sides and bottom seem way too big for our personal liking.On the imaging front, the Aqua ACE features a 13-Megapixel primary snapper and a 5-Megapixel secondary sensor. The ACE offers 16GB of internal storage along with an expandable memory card slot that can accommodate a staggering 128GB more. Intex Aqua ACE is backed by a 2300 mAh battery pa…

Marshmallow: The Secret Weapon of the New Nexus

A few days ago, we had wondered if the Nexus range of devices was relevant any more, given the fact that two of its perceived core strengths – quick (and guaranteed) updates to the latest version of Android and relatively low prices for the kind of hardware on board – had been usurped by other players. Well, when Google unveiled its new Nexus devices yesterday, the answer became clear: the relevance of Nexus now really depends not on innovative product design, or attractive prices but on the sauce running the phone – Android Marshmallow.Some doubtless will call us too harsh in this assumption. After all, the two new Nexus phones – the rather quaintly named Nexus 6P and the Nexus 5X – do boast some very decent hardware: Qualcomm Snapdragon 810/808 processors, quad and full HD displays, 2GB/3GB of RAM, much-hyped 12.3-megapixel cameras and so on. And while the Nexus 5X seems relatively routine in terms of design, the glass bar holding the camera module on the back of the Nexus 6P does a…

5 Best Tools For Taking Screenshots For Bloggers [ With Pros-cons]

If you are regularly blogging, you will encounter a lot of images. Sometimes you will use royalty free images, but many times you will use screenshots. For how to tutorials and visual guides, a lot of good screenshots are useful to create a helpful blog post.There are hundreds of tools available to take screenshots. Some are good, some are not. Some are paid; others are free.With this guide, I will show you which are the best screenshot tools available and what are the strengths and weaknesses of each of them.Before I list the tools, I’ll jot down the basic features that we as bloggers need in any screenshot tool.Save images in multiple formatsTake screenshots of specific resolutionAnnotations (Arrows, Highlight, Tags, Blue, Text)Easy Share to cloud servicesFast Loading and LightweightFull-Screen Capture (For Long Web Pages)Screen Recording5 excellent high-quality tools to capture screenshotsSupport for shortcut keysBasic Image Editing Features like cropping, rotating, etc.There are c…