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Showing posts from December 17, 2015
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10 Reasons Why You, The Search Marketer, Can Call Yourself A Data Scientist

A standard definition for the job described as “data scientist” hasn’t yet been agreed upon, but the common denominator among the various interpretations out there identifies three key skill sets:An understanding of data (what it is, how it’s collected and its meaning).The ability to manipulate it to derive insights.Connecting data insights to real-world value and communicating it clearly to non-data people.Is that not what you do every day?An Understanding Of The Data1. Working With MetricsSearch engine marketing, whether organic optimization or paid placements, has a defined set of metrics that need to be understood at a language level of native proficiency.If you don’t understand what those metrics are and why they are important, then you just can’t be a search marketer.And it’s more than just knowing what they are. Anyone can learn what a bounce rate or click-through rate is, but what makes SEMers data scientists is they understand how these metrics were captured, the math behind …

Pinterest Brings Price Drop Notifications To Buyable Pins

Pinterest announced today that it will now notify users when there’s a price drop on Buyable Pins that they have saved.The notifications will be served via the Pinterest mobile app and/or email, depending on how users set preferences in their settings. Pinterest said there are more than 1 million Buyable Pins that show price drops daily.Pinterest has long offered a price-drop notification feature for “Rich Product Pins,” but stopped sending such notifications this summer when it launched Buyable Pins. Lower prices are still displayed on Rich Product Pins within Pinterest, but notifications are only sent for Buyable Pins.This move is an indication of Pinterest’s focus on its fledgling e-commerce feature. Launched this summer, Buyable Pins enable people to make purchases with a couple taps within the Pinterest iOS and Android apps. The company says it has signed up more than 10,000 retailers for the program — including major retail players like Nordstrom, Neiman Marcus and Macy’s — but …

Nielsen: Top Apps Of 2015 Dominated By Facebook, Google & Apple

Nielsen has released a look at the top smartphone apps of 2015. Amazingly the top ten reflects the properties of just three companies: Facebook, Google and Apple.Nielsen also said that smartphone penetration grew to 80 percent in the US at the end of the third quarter. The most recent comScore data show penetration at roughly 78 percent.On the Nielsen list, the top two mobile apps of 2015 were Facebook and YouTube. Number three was Facebook Messenger. After that are four Google apps: search, Play, Maps and Gmail.Facebook Messenger saw the highest year over year growth at 31 percent. After Messenger, Apple Music grew the most (though it only launched this year). Again, the amazing thing here is that just three companies are dominating apps and, presumably, time spent — though that is not what the Nielsen data reflect, only audience reach.Below, for comparison, is comScore’s most recent list of the top 15 apps. The list is slightly different than Nielsen’s and includes Pandora, Yahoo St…

Goodbye Keyword Optimization — Welcome To The Age of Topical Optimization

Every business should have but one goal: to be an authority in its industry.You might think the number one goal should be gaining new customers or making more sales. Obviously, that’s what any business wants. But businesses pursuing sales are often left in the dust by the businesses who are actively seeking to be industry authorities. That’s because sales and customers are like love — they are usually found when you’re not looking!Many businesses succeed for a time by competing on price, but sooner or later, people realize they get what they pay for. Once that happens, they are gone, and the businesses pursues the next sucker.The cost of keeping a customer is far, far, far (far, far) less than going out and getting a new one. That means getting people in with the lowest prices is going to kill your profits if you can’t keep them. And you’re only going to keep them by demonstrating, day in and day out, that you are the authority in what you do.And all that starts with content.When it c…

Buffer Expands Beyond Social Management Into Customer Service With Acquisition Of Respond.ly

Social media management platform Buffer is adding social customer service to its resume today, with the announcement that it has purchased Respond.ly.Respond.ly, which is being rebranded as Respond, is a team-oriented tool designed for brands to respond at scale on Twitter, as well as to monitor tweets for brand mentions. Founded in 2014, it has only about 50 paying customers.Buffer, started in 2010, claims 2.8 million registered users, of which 47,000 are paying. It offers social publishing, scheduling and analytics tools for Facebook, Twitter, LinkedIn, Google+ and Pinterest.Buffer COO and cofounder Leo Widrich noted that brands like business collaborative tool Slack use Respond to react to @mention tweets.“Slack went down the other day,” he told me, “and a lot of people tweeted, ‘Are you down?’”“They needed to respond quickly to all those tweets,” he said, and did so using Respond.Widrich pointed out that, while Buffer does offer some Twitter management capability, it’s not very us…

Google: Demographics Not As Good As Intent (Search) For Mobile Targeting

mama_mia / Shutterstock.com Facebook’s rich demographic and interest-based data have made it a powerful marketing platform and the major challenger to Google. But without mentioning Facebook by name, Google argues in a new “Think with Google” post that “consumer intent is more powerful than demographics” as a targeting methodology, especially in mobile.Citing survey data from Millward Brown and other third party research, Google argues, “marketers who rely only on demographics to reach consumers risk missing more than 70 percent of potential mobile shoppers.” This is because demographics and audience targeting typically operate as a proxy for intent, according to Google, and don’t provide actual insight into what consumers are interested in right now: intent filled “micro moments.”Acknowledging that “demographics will always have a role to play in the marketing playbook,” Google uses consumer purchase data and its own data to assert that marketers’ assumptions about audiences and their…

Facebook Opens Live Streaming Video To Brands & Businesses With Verified Pages

Facebook is finally giving brands and businesses the ability to stream live video.Today, the social network announced that verified Pages will now be able to publish live video from the Facebook iOS app. Facebook launched its live stream feature, called Live, in August, limiting access to celebrities and public figures and has been incrementally extending access to new groups since. The slow-building strategy is a contrast to Twitter’s Periscope, which was available to anyone when it launched last spring.Now Facebook is moving closer to a full-fledged Periscope competitor. Earlier this month it started a test to give access to a set of iOS users and today it’s opening the floodgates for brands and businesses with verified Pages.Verified Pages can launch live events from within the iOS app by navigating to the Page, tapping publish and selecting live video. During the broadcast, publishers are able to see the number of viewers, the names of other verified people or Pages who are tuning…

7 Ways to Quickly Tweet Without Getting Sucked into the Timeline Vortex

Recently, I’ve been spending a lot of time on Twitter. Most of it is spent scrolling through my timeline. That’s not a bad thing. But I’ve noticed that I do it almost accidentally. There are times when I go to Twitter to catch up on my timeline and there are times when I’m scrolling through the TL and suddenly find asking myself “wait, how did I get here?”And other than just reflexly opening the Tweetbot app, the answer is usually – to tweet. I think I’ll just send out a tweet, and be done in 30 seconds. But sometimes, even before I’ve had a chance to do that, I’m already engrossed in the timeline.So I’ve devised some methods to try and avoid all that.1. From The WebIf you use Twitter on the web, you just need to make one small change when it comes to tweeting. Instead of going to www.twitter.com, type in http://www.twitter.com/yourhandle. Now you’ll see your own feed instead of the timeline.The “New Tweet” option will still be available. Type your tweet, send it away and get out. Non…

TrueView To The Rescue: Homer Simpson’s “Plow Guy” Business Is Saved In New Ad For YouTube

YouTube’s newest pitchman is Homer Simpson in a new ad targeted at small and mid-sized businesses. The new “Homer Simpson saves the day with YouTube” ad went live Thursday and is the result of a YouTube collaboration with FOX and Gracie Films.In the video spot, Homer’s nascent snow plowing business, “Plow Guy”,  is saved when daughter Lisa puts up a TrueView ad campaign on YouTube. With his locally-targeted video ad showing on screens all over town, Homer’s (landline) phone starts ringing off the hook with new business.YouTube also said, for the first time, that  small and medium-sized businesses make up the majority of the advertisers on YouTube and that the number of SMB advertisers has doubled over the past two years, according to internal data from Q4 2013 to Q4 2015.Watch the new YouTube ad here:

via Marketing Land

Mobile Commerce: 5 Ways Your Company Can Improve

The four days after Thanksgiving in the US — Black Friday through Cyber Monday — have become the Super Bowl of retail over the last several years.As such, those four precious days not only serve as a bellwether of the country’s economic health, but more recently, they’re a proxy for the ever-increasing volume of retail sales that now take place through mobile channels.It probably won’t surprise you to learn that in 2015, mobile traffic and shopping were both at an all-time high, even though overall sales dipped a bit this year from last year.According to IBM Commerce’s annual Black Friday report (disclosure: IBM is a customer of my company, WCG), online consumers using their mobile devices accounted for 57.2 percent of all online traffic — a 15.2-percent year-over-year jump. Mobile sales were also strong, with 36.2 percent of all online sales coming via mobile — a nearly 30-percent increase over 2014.One of the most interesting trends during this Black Friday was the fact that the ave…

Smashing Old Silos: The Necessary Integration Of Search, Social And Content

Is today’s agency model broken? This is the endless debate. Every few years, the marketing pendulum swings between the need for integrated agencies and specialists in one area of expertise. This shift has historically been driven by brands, procurement divisions and agencies themselves.Let’s be real. Consumers DO NOT CARE about your procurement processes and your marketing silos. They’re no longer just listening to radio or watching TV.They’re streaming messages from the internet, shouting requests at Siri to find the closest bagel shop and jumping into their cars and expecting to hear the song they were just listening to start up as Waze guides them to what they’re looking for.Consumers are connected everywhere and are empowered to ignore brands that don’t speak directly to them with the content they want when they want it. Nothing is linear anymore.If we as marketers all agree, why aren’t we doing anything differently?A prospective client recently asked me if it was important to int…

5 Predictions For Mobile SEO In 2016

Many of you may have started reading these columns out of necessity this year, when trying to prepare your site(s) for Google’s so-called Mobilegeddon. But for me, 2016 marks the 10th year that I’ve been observing and thinking about mobile SEO.In the early days, mobile SEO was less about responsive design (which didn’t exist) and more about WAP and XHTML. Apps were confined to app stores and couldn’t be indexed. And web pages didn’t rank any higher in search results if they were formatted for mobile searchers.All of that has changed in the last 10 years, and there’s no indication that 2016 will be the year when mobile SEO stops evolving. Here are the five biggest changes that gained momentum in 2015 and should pick up steam this year. Prepare for them early to stay ahead of the competition.Mobile-Friendly Is Table StakesI agree with my friend, fellow columnist and user experience expert Shari Thurow that not every searcher needs or wants to access every site on a mobile device. There …

Seismic Now Allows Marketers To Better See How Sales Uses Their Content

From the Seismic website Marketers create materials for sales teams, but how much is actually used and how effective is it?To help answer that question, sales enablement provider Seismic is today announcing the addition of a new Marketing Suite to its platform.The San Diego, California-based company specializes in enabling customized presentations for sales people in enterprises. Its LiveDoc technology automatically pulls into a document the most relevant data from a customer relationship management (CRM) system, Excel spreadsheets in a shared online library or external sources like real estate site Zillow.Previously, CEO Doug Winter told me, his company’s platform offered a lighter ability for marketing departments to track and control the content they provided. Version control was maintained largely through LiveDoc, analytics showed how often the content was downloaded, and sales people could see who viewed it.The Marketing Suite adds an approval workflow so the Legal department or w…

MarTech Today: True Influence Opens Up, Curiosity Algorithms & Topsy Shuts Down

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:B2B Lead Provider True Influence Opens Up Its Internal Service Through New Cloud-Based Platform
Dec 16, 2015 by Barry Levine
Called InsightBASE, the new offering can provide individual prospects at specific companies for email and display ad campaigns.Will Europe’s New EU-Wide Privacy Rules Bring Coherence — Or More Chaos?
Dec 16, 2015 by Greg Sterling
On Tuesday, European officials approved data protection regulations that formalize many of the court decisions and other regulatory positions that have been taken over the past couple of years. The new rules, in development since 2012, would take effect in 2017 and apply uniformly across the European Union.Data-Led Link Building: Audience Segmentation & Analysis
Dec 16, 2015 by Chris Liversidge
Columnist Chris Liversidge explains how to use data to determine where and how to focus link-bu…

Social Media Agency Case Study, PR Psychographics Earn WSJ Article

In previous Thursday Hot House posts, we’ve written extensively about PR targeting amplification. Focused distribution to trusted media-role-influencers can drive great KPIs, including social signals, links, interviews, quote requests and other earned media spoils.  To refresh your memory, there are wonderfully useful occupational psychographic buckets of media users, targetable in social media. Media types are not shy about telling the world what they do. The screen capture below is for Facebook alone.  The data can be further segmented to form seriously focused vertical media buckets.We’ve been having our fun with social psychographic PR distribution tactics and talking about it around the web for years.  Imagine the wholesome pleasure felt when one earns thoughtful mainstream commentary in the Wall Street Journal ABOUT journalist targeting FROM the very targeted journalists WE target! It’s all very meta, in a beautifully twisted way.It’s always a good day to be quoted as an authori…

Intex Unveils Aqua GenX for Rs 13,299, Features a 5.5-inch FHD Display and a Metal Body

Intex has unveiled its Aqua GenX a mid range smartphone that supports 4G LTE. Intex has been very active in the sub 10k price range and now it seems that the company also wants to strengthen its foothold in the 10-15k segment. The Aqua GenX is priced at Rs 13,299 and will be available across multiple retail channels.The Aqua GenX features a 5.5-inch FHD display and comes in a metal body. The display is protected with a layer of DragonTrail glass which is expected to protect it from scratches and abrasions. The device draws its power from the octa core MediaTek MT6753 processor paired with a 2GB of RAM. The Aqua GenX runs Android Lollipop 5.1 and is backed by a 2850mAh battery.On the imaging front the device offers a 13-Megapixel Samsung primary sensor and a 5-Megapixel secondary sensor. It is indeed a delight to see the sensor being accompanied by the PDAF. The camera app boasts of the usual set of features including HDR, voice capture, Panorama and Anti Shake feature for the priomary…

Around Yu is a New Service Which is Like a Hub of all Aggregator Apps

Yu has announced the much awaited Yutopia today, and alongside the smartphone, the company has also announced Around YU, an integrated suite of services which is aimed at simplifying your smartphone experience. Content discovery has been one of the quintessential aspect of cell phone usage, it is but obvious for smartphone users to keep digging for new music, videos, shopping deals and many other things.

Invariably we end up installing a slew of apps for discovering new things and this also calls for constant switching between the apps. Around YU tries to solve this problem by integrating these functions into a layer of the OS and seemingly provide a near native experience. The Around YU is basically a hub for all the aggregator apps on your phones so its almost like users have their own app aggregator baked into the phones.As of now, the app comes inclusive of services like booking flights, buses, trains and hotels. Further it has also partnered with services for shopping, news and we…