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Showing posts from December 21, 2015
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More Super Bowl 50 Advertisers: PayPal & Honda Gear Up, While GoDaddy Takes The Bench

Since last week’s Super Bowl campaign announcements from Wix and Butterfinger, both Honda and PayPal have announced they too will be joining Super Bowl 50’s advertiser lineup – while GoDaddy, a longtime Super Bowl brand, has decided to take the bench.PayPal’s Debut Super Bowl AppearancePayPal announced last week it would be airing its first ever 45-second ad during the first quarter of Super Bowl 50. The brand did not release any details on the creative direction, but did say the goal of the campaign would be to start a larger conversation around money.“At the core of this campaign, our purpose is to introduce the world to PayPal’s vision for the future of money – to empower people and businesses to move and manage money securely, efficiently and affordably,” writes PayPal’s VP of global brand marketing Greg Fisher.Along with its Super Bowl ad campaign announcement, PayPal said it is launching its first major brand campaign as an independent company.Honda’s Super Bowl Campaign to Feat…

The Search For An Optimal AdWords CPC

As we are approaching the end of the year, and the time has come to get into a reflective mood, I wanted to return to a nice little problem I’ve mulled over quite a bit this year: What is the optimal AdWords CPC (cost per click)?Having been in the SEM game for more than 10 years now, you might be surprised that I’m only just thinking about this question — seems quite important, right?Truth be told, it’s a question I’ve never really stopped thinking about, as I find it very interesting. (It should be noted at this time that my university dissertation focused on an old algebraic parlor game, which was endlessly fascinating but ultimately useless — thankfully, here we’re in more practical territory.)To help find the optimal solution, we need to have a clear goal. I feel the most obvious goal to aim for is to maximize the profit of a PPC campaign. Maximizing revenue is fine, but its one-dimensional nature can lead you into trouble. (Remember, “Revenue is vanity, profit is sanity.”)Let me …

Best. MarTech. Ever. This March In San Francisco.

You can’t scroll a mobile screenful on Twitter these days without hitting several predictions for 2016. But there’s one marketing tech prediction I can offer with 100% certainty: the next MarTech conference in San Francisco, March 21-22, will be the best one yet.Over 40 sessions await the nearly 2,000 attendees expected for this event. I’ll share some of the highlights with you in a minute, and you can also browse detailed session descriptions on the agenda.To give you a sense of what is in, let me tell you about the plenary “keynotes”:I’ll open up Monday, March 21st, with a presentation that will cover both the shifting dynamics of the 2016 marketing technology landscape as well as my forthcoming book, Hacking Marketing. I’ll have more to tell you about the book soon, but its basic premise is this: given the entanglement of marketing and software, what management frameworks can modern marketers borrow and adapt from the software community? Agile marketing is one great example of this…

Epic Content (And Results) That Didn’t Break The Bank

I’m not going to preach the value of content. We all know its power and read content-themed articles, tweets, and emails all day, every day. If there were a “content” drinking game, and you had to take a shot every time you heard the word, we’d all be hammered by 9:10 a.m.While content’s value is well understood, the requirements for creating great content may be misguided. We see the Red Bull Stratos jump and the Dollar Shave Club launch video and think, “Man, we could never afford to do content like that,” or “Great content takes a lot of time and money.” But for every successful million-dollar content campaign, there are many smaller successful campaigns that were very cheap — or in some cases, free.Do you have a content budget that rhymes with “hero”? If so, don’t despair. I want to encourage you to create great content by breaking down some examples of epic content done on the cheap.We’ll look at the methodology and tactics behind each piece to uncover a concept that is reusable …

Marketing Land’s Top 10 News Stories Of 2015: Snapchat Guide, That Dress, FTC Social Guidelines & More

2015 was a year of significant change for digital marketers, agencies and brands — many of whom watched and reacted as new platforms sprung up, new best practices came into play and new rules provided guidance for digital marketing. Was it Snapchat’s year? Our guide showing brands how to make the most of its new “Discover” feature was the most popular article our editorial team published this year. “That dress” was also a big draw, as we chronicled the dozens of brands that tried to newsjack one of the biggest viral stories of the year. The growth of the martech industry made for a popular infographic when we published it early in the year, and changes involving Google, Facebook and the FTC’s social media guidelines were popular news stories, too.Beginning today and continuing through the end of December, we’ll be looking back at the most popular content we published in 2015. This’ll include our most popular columns (overall, and broken out by topic) and our most engaging stories on t…

3 Things Black Friday Taught Us About 2016

Black Friday weekend is a unique time for retailers: The holidays are approaching, the shoppers are swarming and the prices are slashed. While the shopping extravaganza may come only once a year, the marketing trends we noticed through the weekend are unlikely to vanish as quickly as those 50-percent markdowns.The 2015 holiday weekend saw several interesting new trends in e-commerce and online marketing that are likely to have a strong impact through 2016. Here are the three key lessons we uncovered in this year’s “holidata.”Note: The stats below come from The Custora E-Commerce Pulse, a tool that tracks real-time online transactions from more than 200 US online retailers, 500 million online shoppers, and more than $100 billion in transaction revenue. (Full disclosure: Custora is my employer.)E-Commerce Is On The RiseDuring this holiday season, more and more shoppers are choosing to forgo crowded stores and long lines to shop online from the comfort of their own homes — a trend that w…

My Cloud Life Has Begun and it’s Amazing

Guest Post by Rohan Naravane.If you’ve been using computers long enough, there’s a chance you may have experienced the failure of a storage device at least once. Your photos, videos, documents… gone in a flash as your computer storage (like a hard drive) or external storage (like a microSD card) bites the dust. You may have even put in a lot of effort in organising them. I did, and it happened to me a few times. Ever since then, I was careful to back things up on a secondary drive. But since those incidents, I increasingly wished for a day when I don’t have to care backing up my data anymore.After many years of waiting for internet to get faster/reliable (I live in India) and cloud services to become more consumer-centric and affordable, I can happily admit that today none of my digital possessions are tangible. Here’s how I changed my ways to become a cloud hugger.WorkFortunately, my work does not require me to deal with big files; it’s mostly confined to writing, basic image manipul…

Why Marketers Need To Move From Email Reactivation To Continued Addressability

One of the most universal challenges in email marketing is deciding what to do with the inactive group within your email list. For many, that group can make up nearly half of the email addresses in your marketing database.But “inactive” does not necessarily equal “useless.” There are ways to connect with that group and reopen your lines of communication with many potentially valuable customers.The inactive group in your email database consists of people who have not opted out but haven’t opened or clicked in a certain amount of time. Twelve months of inactivity seems to be the most common wisdom on time frame; however, in Gmail, many use six months of inactivity to define this group.We are specifically excluding any other information, such as last purchase or last site visit, because we are ultimately addressing a deliverability issue, not a marketing issue.For many, the incremental cost of over-mailing is not the main deterrent to sending emails to these people. The issue is delivera…

MarTech Today: AdWords Script, Image Optimization & Paid Media Platforms

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:Scan Your Landing Pages With AdWords Scripts
Dec 18, 2015 by Daniel Gilbert
Don’t waste money on bad URLs! Use this free AdWords script from contributor Daniel Gilbert to check your landing pages.An In-Depth Look At Image Optimization: Fact And Future
Dec 18, 2015 by Clay Cazier
Columnist Clay Cazier separates known from unknown image optimization elements and looks to the future of the discipline.Marketer’s Guide: Paid Media Campaign Management Platforms
Dec 17, 2015 by Digital Marketing Depot
The paid media marketing landscape has become increasingly complex, as the speed of search engine algorithms and development changes accelerate and marketers demand more integrated channel capabilities. This free 48-page guide sponsored by Marin Software examines the current market for enterprise paid campaign management platforms and the considerati…

Wins And Losses From The Social Teams Of The NFL

dean bertoncelj / Shutterstock.com Football has always sparked great conversations — whether it’s chatting with your family while flipping channels on a rainy Sunday afternoon, talking trash with friends cheering on division rivals or tailgating with like-minded fans before the big game. And now that social media has become a daily, sometimes hourly, habit for many Americans, the chatter on those social channels brings new opportunities for teams and marketers alike.Social channels allow teams to connect with their audience, give media outlets a chance to spread the latest breaking sports news and give loyal fans an avenue to express their joy or frustration.At Spredfast (my employer), we decided to dive into the data to understand how sports teams can balance their social strategies with the uncertainties that come with every season. How can social media teams get the most engagement from their fan base, even through poor on-the-field performance, player moves and the lull of the off-…

Is Rs 6,000 – 16,000 the New “Mid-Segment” in Smartphones?

As with so many things these days, it all started with a tweet. We had seen some references to a phone that cost Rs 29,999 (about USD 440) as being a ‘mid-segment’ and felt that this was actually an expensive device and more on the high-end side in price terms. But when we said so, pat came the answer: if this is expensive, what would you call the likes of the iPhone 6S, Note 5 and Xperia Z5 Premium which cost much more?Which of course, sparked the whole debate about how can one define different price segments in the smartphone market. What was budget? What was mid-segment? And what was above that?A few years ago, this was a relatively simple exercise. Anything above Rs 25,000 (about USD 350) was considered premium, the Rs 10,000-Rs 25,000 (about USD 150-350) was considered mid-segment, and the one below that was the budget segment. And the performance of the devices followed the devices – so a premium segment device performed outstandingly well, a mid-segment device was a notch below…

Applying for the US Visa? Feds Will Vet Your Social Media Accounts Before Approving

The Federal laws have been situational solutions most of the time and this time around, after a massacre at a holiday party in California, it was no different. After the attack, it was reported that the couple involved were showing signs of commitment to Jihad through the private messages. This gave rise to the questions whether they had been showing their patronage to radical groups even before being granted the US Visa.Homeland Security secretary Jeh Johnson however said that the social media surveillance was capped by a “certain legal limits”. The feds will now be vetting the social media accounts before issuing the visas, it is still unclear on what multitudes the surveillance will take place and the signals that will flag down the applicant. Applying for a American Visa in general is not a lazed out exercise. In fact it follows a set of stringent measures to segregate the Visa applicants. Even the ineligibility is classified into two classes, first the temporary ineligibility and…

Hoverboards Banned on Several Airlines for Fire Risk; Drones Next?

Hoverboard scooters have soared in popularity in the recent past and this has led to the mushrooming of several manufacturers wanting to cash on the Hoverboard mania by producing cheap ones. This however had severe side effects, as we might have been reading in the news recently, there has been more than one Hoverboard explosion incident that has not just harmed the users but has also damaged the surrounding properties.For the context, a Hoverboard seemingly blew up like a bomb and it also burned down an entire house in Kent, not to mention the number of lives put into risk. These incidents have prompted many Airlines to ban Hoverboards on the flights citing obvious fire hazards. In fact, Amazon too has pulled some hoverboards/segways from the site. Sadly, it’s still not known why that hoverboard caught fire.The excerpt from the Malaysian Airlines advisory reads “small vehicles that are powered by Lithium Ion batteries in passenger checked baggage or carry on baggage have been classif…

2016: When Apple Becomes All About iPhone… and STILL Wins!

Financially, the recent times have been good for Apple. The company has captured greater than 95% of the smartphone industry’s profits. China has been doing well despite economic slow down in the country. Revenues and profits have been increasing Y-o-Y for the past three quarters. Every quarter in the FY2015 right from FY Q1 2015 to FY Q4 2015 has seen revenue/profit growth on a Y-o-Y basis.Despite all the good stuff, one recurring theme in Apple’s financials is that the iPhone is now taking a larger share of Apple’s revenues and profits than ever before as seen in the graphs below.With new product lines such as the Apple Watch, iPad Pro, Apple TV and new services such as Apple Music, Apple is attempting at diversifying its revenue/profit streams and reduce its dependency on the iPhone. But the iPhone’s clout and weight is such that it would take many years before any particular product line or a group of product lines/services become as relevant as the iPhone.Until Apple finds a viab…