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Showing posts from November 11, 2015
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Online Retail Traffic And Conversions Warmed Up Last Week

As we did last year, Marketing Land will be providing our readers with the latest information on holiday e-commerce activity weekly in 2016, giving retail marketers benchmarks as the season goes on.We are putting together this weekly Online Retail Sales Report in partnership with HookLogic, which has a unique perspective into e-commerce activity via its pay-per-click network where brands advertise on retail websites, including Walmart, Target, Best Buy, Macy’s, Expedia, Priceline, Hasbro, Intel, LG, L’Oreal, Mondelēz, Philips, Microsoft and Marriott.Traffic And Conversions Trending UpwardsDuring the past week — from Monday, November 2 to Sunday, November 8 — HookLogic data that was provided exclusively to Marketing Land shows the holiday shopping season is warming up slowly, as traffic to product pages and average conversion rates are both up slightly as compared to the benchmarks from early in October.The traffic increase is less than what we’d seen during the comparable week last ye…

RetailMeNot New CMO Hits The Ground Running, Taking Over As The Holiday Retail Season Begins

In October, RetailMeNot Inc. named Marissa Tarleton chief marketing officer. In her new role, Tarleton covers it all, from consumer brand advertising and customer acquisition and retention to search engine marketing, public relations, internal communications, business-to-business marketing, and customer relationship management.“Being in retail, the holiday season is our most important time of year,” says Tarleton, “Our marketing efforts have already begun, and it’s my job to make sure that we are top of mind with consumers as the destination for people looking for great deals.”Tarleton says RetailMeNot has an integrated marketing approach to reach consumers, using email, search engine marketing, social media, public relations and brand advertising that includes TV and mall promotions. According to Tarleton, RetailMeNot’s focus goes beyond consumers during the holiday season, giving attention to its retail partners as well.“We’ve integrated them into our marketing efforts including TV…

Google Releases ‘About me’ Tool to Let you View what Data the Company is Holding on You

These days, there’s a lot of talk regarding our privacy and more and more people are concerned about their online data. Well aware of this change in the behavior of its users, Google has now released a new tool to help with that, called ‘About me’.The new tool lets you view what data the company is holding on you and what other people can see. ‘About me’ makes it very easy to add or delete the information as you please. There are things that you can’t change, such as your first name or your birthday, but you can remove your surname or change your birthday details.Anything you change on the About Me page will be reflected across all of Google’s services, so if you feel like too much of your data is being disclosed, then this is the tool you need to know. Sure, for those who are aware, the main About me page is pretty much a duplicate of the About tab of your Google+ profile, but it’s designed to be used as an independent and more central tool.As you can see for yourself, About me surfa…

Google Maps Gets a Major Update: You can Now Navigate even When Offline

Currently I have an annoying problem with my data plan, and that’s the fact that it’s never enough for me. Thus, when I need it the most, I am not able to use Google Maps or Waze, so I have to resort to other apps that allow for offline navigation, such as Nokia Here or Maps.me. Finally, and long overdue, Google is bringing to option to navigate when offline. The latest version of Google Maps for Android now allows you to download maps and other data before going offline, allowing you to access it even if you don’t have an Internet connection. The great news is that this basically works with any area in the world. Amanda Bishop, Product Manager, Google Maps, said the following:Now you can download an area of the world to your phone, and the next time you find there’s no connectivity—whether it’s a country road or an underground parking garage—Google Maps will continue to work seamlessly. Whereas before you could simply view an area of the map offline, now you can get turn-by-turn driv…

Qualcomm’s Next-generation Snapdragon 820 Chipset: Top 7 New Features

Qualcomm announced back in August its next-generation chipset, the Snapdragon 820, and now it has formally made it official. The new chip comes with a bunch of new features that will make it a worthy candidate for the flagship devices of next year.If you are going to buy a new smartphone next year, then it’s important to know what are the main features of the Snapdragon 820 and whether or not you should opt for a device that comes with it on-board. That’s why we’ve decided to talk about some of the strongest points of the new chip.LTE Improvements – 3x faster peak upload speeds and 33% faster peak download speeds compared to those of X10 LTE. The new chip supports LTE Category 12 download speeds of up to 600 Mbps, and LTE Category 13 uplink speeds of up to 150 Mbps. It can access LTE connections in both licensed spectrum and unlicensed spectrum, thus boosting your connection speeds and mobile broadband access in normally congested areas.CPU and GPU improvements – 2x performance and ef…

How A Content Marketing Strategy Drives Your Bottom Line

Your CEO doesn’t care about the number of tweets a blog post gets or how many times a white paper is downloaded. Instead, the higher-ups in your organization want to hear how content marketing makes or saves money for the business.By communicating the bottom-line benefits, you’ll have an easier time getting internal buy-in on your content strategy. A recent infographic by Fractl (my employer) looked at content marketing’s potential impact on the bottom line. I’ve pulled out some of the most compelling points to illustrate the big-picture benefits of a content marketing strategy.The Benefits Of On-Site ContentOn-site content attracts prospects and brings them closer to your brand. As the backbone of your digital presence, on-site content drives traffic, increases search rankings, builds trust, increases return visits and warms leads.BloggingBy consistently publishing valuable, authoritative content on your blog, you can create a powerful engine for audience building and lead generation…

Holiday E-Commerce: Black Friday Now As Important As Cyber Monday, Thanks To Mobile [Study]

Black Friday has begun looking more like “Cyber” Friday for many online retailers according to new analysis from Criteo.As mobile research and purchasing increased, retailers saw online sales on Black Friday nearly equal those of Cyber Monday last year.“The path to purchase for today’s consumer has evolved and, as a result, people are doing a tremendous amount of online shopping across all devices on Black Friday,” said James Smith, EVP, Americas at Criteo. “Sales on mobile especially have hit record numbers, according to 2014 data.”Mobile Sales Volume Higher On Black Friday Than Cyber MondayIn fact, sales volumes from smartphones and tablets were 18 percent higher on Black Friday than Cyber Monday among mass merchants in 2014. On Black Friday, 32 percent of e-commerce sales were made on a mobile device, compared to 24 percent on Cyber Monday.Overall, online sales from mass retailers on Black Friday 2014 were 275 percent higher than non-holiday periods, nearly inline with Cyber Monday…

Appnext Launches Cost Per Install-Based Ad Serving Solution For Mobile Publishers

London-based Appnext, a self-serve monetization and app distribution platform, has launched an ad-serving solution that aims to help mobile publishers increase their yield from the growing cost-per-install advertising market.Appnext Manager enables mobile publishers to programmatically manage their direct CPI-based inventory sales. The solution also gives mobile publishers account services tools including account management, sales and billing. Publishers can manage direct buys programmatically in the self-serve tool.Appnext Manager “allows publishers to manage their app-install ad inventory, be agile and keep pace with the rapidly changing mobile landscape,” said Elad Natanson, co-founder, Appnext. “With Appnext Manager, publishers, game developers, app developers and mobile device manufacturers alike now have a complete and powerful managed service solution that enables full control and provides access to our rich ecosystem of trusted advertising partners to meet business needs, exce…

2016 Facebook Advertising Preview: 4 Trends To Act On

During Facebook’s third-quarter earnings call, CEO Mark Zuckerberg and COO Sheryl Sandberg both hit extensively on the power of video for advertisers and users alike. At Nanigans (my employer), we have observed the promising comparative efficacy of Facebook video ads across a variety of gaming clients. Certainly, it’s a format worth the attention of advertisers, but it’s not exactly new.However, as advertisers gear up for Q1, there are a number of trends Facebook didn’t necessarily touch on during the earnings call that paint a changing landscape for Facebook advertising moving forward. The following are some of the trends that advertisers should take note of and act on.1. Carousel-Type Ad Formats Are AscendingNow one of the more popular ad units among the Facebook advertisers we work with, Carousel Link ad units attracted 55 percent more spend between the second quarter and the third quarter of 2015. This was the highest quarter-over-quarter increase for any ad type by a significant …

Mobile Marketer Localytics Adds “True Impact” Analytics

Today, app marketing/analytics firm Localytics is releasing a new capability to measure a marketing campaign’s true impact.Actually, that’s the name of the offering.The Boston-based firm said that, instead of relying on the usual stats of click-throughs, sales conversions and revenue, True Impact also measures engagement and retention.CEO Raj Aggarwal describes the new analytics as “holistic,” primarily because they help marketers understand the drivers behind the long-term goal of customer retention, which are defined here as how many users are still using the app at the conclusion of a given campaign.Marketers sometimes estimate Lifetime Value of a given customer, but Aggarwal noted that this “is a reflection of revenue.”What is needed, he said, is how “many users don’t come back because you overdid it with [marketing] messages,” such as push notifications or in-app messages. To find that out, you can use True Impact to set up a control group within the targeted audience, and see th…

MarTech Today: Adobe’s Marketplace, Demandbase’s WhoToo & comScore Supports AMP

Here’s our daily recap of what happened in marketing technology today, as reported on Marketing Land and other places across the web.From Marketing Land:Adobe Becomes A Second-Party Data Matchmaker With The Release Of Its Audience Marketplace
Nov 10, 2015 by Barry Levine
Part of the company’s Marketing Cloud, the Marketplace is focused on helping publishers find partners for their first-party customer data.Instagram Introduces Partner Program To Help Businesses Market Better On Instagram
Nov 10, 2015 by Martin Beck
Facebook-owned network launches program with 40 partners to help with ad tech, community management and content marketing.Customer Engagement Provider TouchCommerce Enters Social With A “Let’s Step Over Here” Feature
Nov 10, 2015 by Barry Levine
The feature brings a complaining customer or would-be customer on social media directly to a live chat window.Demandbase Integrates Its WhoToo Acquisition So Marketers Can Target Departments Inside Companies
Nov 10, 2015 by Barry Le…

How A Dip In Overstock’s Organic Rankings Contributed To An 17% Stock Drop

Much to the  chagrin of shareholders, Overstock.com stock dropped a whopping 17.24% today. Why? According to the earnings report a major portion of the decline was due to a change in Google’s organic algorithms. Unfortunately, Overstock wasn’t on the favorable side of the modifications.In the earnings report Overstock stated:We are experiencing some slowing of our overall revenue growth which we believe is due in part to changes that Google made in its natural search engine algorithms, to which we are responding.While we work to adapt to Google’s changes, we are increasing our emphasis on other marketing channels, such as sponsored search and display ad marketing, which are generating revenue growth but with higher associated marketing expenses than natural search.Overstock is no stranger to organic traffic drops but this issue appears to be more algorithmic than past drops. The culprit of the changes may well be Google’s confirmed “Quality Update” that occurred in May. The Quality Up…

Report: Most Calls From Mobile Display Ads Happen Up To Two Weeks Later

In conjunction with the announcement of a new product called “Marchex Display Analytics,” the company released a report that shows display ads aren’t getting credit for all the calls they’re delivering. The report (reg. req’d) is titled “The Missing 98 Percent: Why Display Advertising Isn’t Getting the Credit It Deserves.”In order to generate the data in the report Marchex used its product/methodology to measure the impact of mobile display ads on calls, initiated in real-time and subsequently. What the company discovered by analyzing huge volumes of impressions and calls that most of the calls ultimately from mobile display advertising happen up to two weeks after exposure to an ad impression. Yet most of these calls (to call centers) are unattributed.Looking only at calls generated immediately from banners or display units, Marchex says that it takes half a million impressions to trigger a single “quality” phone call (some calls are spam or misdials). If calls are a KPI, mobile disp…

Android 6 “Marshmallow” & SEO Series: Google’s Private Index & Screen Crawling

As over-the-air updates for Android 6, also called Android Marshmallow, start slowly rolling out to some Nexus devices, many SEOs are wondering how this well-publicized update will impact mobile user behavior and search. This is especially true because Google’s enhanced predictive search utility, Now on Tap, will be deeply integrated in the browser and OS.Having received the update, I can tell you that so far, it has not lived up to the hype; but that does not mean that it will not have a huge impact on the direction and future of mobile search.To predict the impact of more integrated predictive search, we can start by looking at the mobile Chrome, search and Google Now updates that were made before the soft launch of Android Marshmallow (since they all appeared to be in preparation for the more comprehensive Android Marshmallow launch) and compare them to the post-launch reality.In the past six months, there have been a large number of subtle and not-so-subtle changes, and this three…

6 Things To Know Before Using Facebook For Local Search, And 6 Reasons FB Search Can Dominate

Not too long ago, Mark Zuckerberg hinted that Facebook could eventually replace web search, at least to some degree. A step in that direction came when Facebook announced a couple of weeks ago that it is vastly expanding its search capabilities by providing search results from all two trillion public posts within its social media platform.Although Facebook previously had a large search volume of 1.5 billion searches a day, those searches did not include results from posts outside of friends’ posts or Pages liked, even if a post was otherwise publicly visible.The biggest impact seems to be in real-time news, where hot topics and trending stories that normally come up in a News Feed can be searched. Results will display stories from publishers and media outlets, public posts and any links to stories in those posts, as well as conversations from your friends about the story.So, what about local search? Right now, the search component does not search the web. While Facebook did previously…

Search and the Local-Mobile Consumer: What’s A Marketer to Do?

Search is constantly evolving, as technology improves and consumer behavior shifts. Local consumers now use mobile technology more, which has affected how marketers engage with and convert the local shopper. This means search must be an integral part of a strong media strategy, but it isn’t a one-size-fits-all approach.On Thursday, December 3, hear from BIA/Kelsey’s Abid Chaudhry and YP’s Luke Edson about how national brands can best use local and mobile search to pinpoint consumer desire and drive sales results. This webinar will cover the latest trends and innovations in search marketing, the role of mobile and apps in local search and changes in overall consumer behavior, and The Local Commerce Universe – what it is and its future impact.Register now for “Search and the Local-Mobile Consumer: What’s A Marketer to Do?” produced by our sister site, Digital Marketing Depot, in partnership with YP.

via Marketing Land

Marketing Day: Top 10 YouTube Ads In October, Instagram Partner Program & More

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:Adobe Becomes A Second-Party Data Matchmaker With The Release Of Its Audience Marketplace
Nov 10, 2015 by Barry Levine
Part of the company’s Marketing Cloud, the Marketplace is focused on helping publishers find partners for their first-party customer data.Top 10 YouTube Video Ads In October: Mattel Debuts At No. 1 With “Imagine The Possibilities”
Nov 10, 2015 by Amy Gesenhues
The brand behind Barbie offers a message of female empowerment in its top-ranking ad, showing what happens when girls are free to imagine they can be anything.Marketing Organizations Must Optimize, Or They Will Fail The Enterprise
Nov 10, 2015 by Mary Wallace
Columnists Mary Wallace and Mike Samuels believe CMOs and their marketing organizations need to get better at what they do. How? It’s all about aligning their processes, people and infrastructure.“Facebook Live” Adds…

Adobe Becomes A Second-Party Data Matchmaker With The Release Of Its Audience Marketplace

Adobe is today getting more serious about being a data matchmaker.The San Jose, California-based company announced the availability of its Audience Marketplace, which had been in beta since it was unveiled in March.“This puts Adobe into the data game,” senior product marketing manager Rakhi Patel told me, at a level beyond what the Marketing Cloud previously allowed.In Audience Marketplace, which resides within the Marketing Cloud’s data management platform (DMP) called Audience Manager, advertisers, brands and other can buy or sell second- or third-party data.First-party data is the term used to describe brand-owned info about their own customers or site/app visitors. Second-party data is first-party data sold or traded with someone else. Third-party data is aggregated data like demographics, which anyone can buy.One typical use, Patel said, is that an airline might have profiles of its best customers, and will search for lookalikes in the customer profiles of a hotel chain. By doing…