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Showing posts from February 3, 2016
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Live 360-Degree Video Would Attract Attention, But Would It Help Marketers?

Perhaps you’re still trying to wrap your head around 360-degree recorded video, where you click to play and then navigate inside the window: If you are, get ready for the next step. BuzzFeed News reports that YouTube is now working on the development of live 360-degree video.It cited unnamed “multiple sources” who contend the Google-owned video platform has been talking to camera makers about enabling such tech, although it’s not yet clear when such a capability might emerge.One of the biggest technical challenges of live 360-degree video is the need for multiple-camera, synced videos to be stitched together perfectly in real time, instead of during uploading or later. This assumes that the cameras are all the same, or at least all conform to the exact same specs. YouTube has declined to comment on the report.Live 360-degree video would certainly have a “wow” factor. But would it do anything for marketers and advertisers?Forrester analyst Jim Nail is bearish on the possibilities.“Like …

A CMO’s View: Nestlé Waters CMO Aims To Connect Web, Mobile & Brick-&-Mortar

After joining Nestlé in 2010, Antonio Sciuto led the brand’s digital transformation journey in 2012 as its Global Head of eCommerce. He now serves as the CMO and eBusiness leader for Nestlé Waters North America, driving multiple areas of the business.“I oversee the Consumer Acceleration Team that is focused on five functional areas: Innovation, Consumer Insight, Media & Communication, Strategy and Business Development and eBusiness,” says Sciuto.“The eBusiness is a newly created unit to manage end-to-end the online space with five teams with complementary roles: Digital & Social Media, Search and Customer acquisition, Consumer Journey, eCommerce at eRetailers, and eCommerce Direct to Consumer.”Sciuto’s eBusiness team supports 15 brands across four product categories, including Nestlé’s Still and Sparkling waters, Fruit beverages (with San Pellegrino Fruit Beverage), and Tea.A graduate of Bocconi University in Milan, Sciuto began his career at Proctor & Gamble where he spe…

Client-Based Or Task-Based? Structuring Your Link Building Team

For the past several years, I’ve been responsible for overseeing the work of link teams large, medium and small. I’ve experimented with both client-based and task-based assignments and am currently managing a very small group that utilizes both client-based and task-based projects.That system works for us right now. It might not if we grew again, but I’m content with the way we’re all working together. I can see everything that my team does, from the sites they are thinking about contacting to the full negotiation emails, and I like being able to personally sign off on everything that goes out our door.Today, I’d like to talk about the major pros and cons of structuring link-building teams based on clients versus tasks, then discuss some pointers to help you decide which structure might work best for your team.Client-Based Link WorkClient-based work is exactly what it sounds like: team members mainly work on link development work for one client. They may be responsible for multiple cl…

Get Your Priorities Straight: Structuring Google Shopping Campaigns

I’m a big fan of Google Shopping. As a user, it provides an easy-to-use platform for comparing products and prices at a glance. Instead of clicking through to eight different websites to find the item I want at the right price, I could make my choice before I even leave the search results page.Shopping campaigns are invaluable for any e-commerce retailer. At my employer (Periscopix, a Merkle Company), we consistently see them outperform generic search in terms of revenue and cost of sales.Shopping campaigns have taken many shapes over the years, as Google has responded to demand and made improvements. Many of you may remember Product Listing Ad (PLA) campaigns, Shopping’s previous incarnation.While creating a campaign structure based on your feed was possible, it certainly wasn’t as simple and intuitive as it became when Shopping campaigns were launched in spring 2014. Also, a brand-new feature was the ability to use campaign priority settings in order to preferentially serve particul…

Why Content Marketers Should Tap Into The Power Of Niche Influencers

Content marketing and influencer marketing are a natural fit — influencers need valuable content to share with their audience, which is where your content comes in.Many marketers looking to incorporate influencer outreach as part of a content promotion plan make the mistake of choosing influencers based on popularity alone. While getting your content in front of a large audience has value, it’s not necessarily the best approach if you’re trying to reach prospects further along the buyer’s journey.If you want your content to achieve conversion-driven goals, getting your material shared and published by niche influencers with small but highly focused followings may be the best approach.The Benefits Of Niche Influencers Versus Popular InfluencersWhen categorizing influencers, it’s helpful to think in terms of generalists versus subject matter experts, with niche influencers being the latter.Niche influencers are not only typically experts on a specific topic but also more likely to be c…

An absolute beginner’s guide to setting up Google Analytics for your website

This article was originally published on our sister site ClickZ, but it’s so helpful we thought we’d share it here too.Our beginner’s guide to Google Analytics teaches you how to set up an account that is linked to your site and recommends a few basic metrics to look at.Google Analytics is a free service that tracks and reports website traffic. Providing insight into the demographics of site visitors, the performance of a specific campaign, and how long people are staying on your site for, are just a few of the many things the program is capable of. This data gives you an all round better view of how your site is doing and allows you to understand what improvements can be made to make sure you’re optimizing different areas for maximum conversion. In the below tutorial, we will walk you through some basics of Google Analytics and what you need to do in order to get started.Set up an accountIf you have a major Google account such as Gmail or YouTube, you are eligible to create a Google …

How to Use Animated GIF Images as your Mac Wallpaper

You may have seen web pages with video backgrounds but did you know that it is also possible to use videos and animated GIF images as backgrounds for your Mac desktop. OS X natively supports only static wallpaper images but there’s a little Mac utility called GIFPaper that adds support for animated live backgrounds to your desktop.Animated GIFs as Mac BackgroundIt takes a few easy steps to inject some life in your Mac background.Step 1. Download a GIF image. You can use Giphy for readymade GIFs, or create your own cinemagraphs with Photoshop or, if you are trying to use a video, convert to GIF using FFMpeg.Step 2. Download the GIFPaper app from Dropbox (link found via Reddit) and extract the content to a local folder.Step 3. Double-click the GIFPaperPrefs.prefPane file inside the extracted folder to install the preferences pane. Go to your Mac’s System Preferences and double-click GIFPaperPref to launch the actual app.Step 4. Browse the computer, locate the GIF, set the Scaling to “Ax…

India Steers Ahead of USA to Become the Second Largest Smartphone Market in the World

It was only a matter of time and now it has finally happened, India has overtaken U.S to become the world’s second largest smartphone market. In spite of the global slowdown in the shipment numbers, India still managed to register an impressive YoY growth of 15 percent for the Q4 last year. The Counterpoint research outlined that nearly 40 percent of the mobile sales in the Q4 2015 were of smartphones with the smartphone shipment witnessing an increase of 23 percent as opposed to the last year.Another interesting aspect is that the LTE phones accounted for a major share of the smartphone sale. Samsung has retained its numero uno position with a market share of 28.6 percent, which also falls in line with the Canalys numbers of nearly one third market share. Samsung seems to have survived the blow from the cheaper and better equipped smartphones by pitching themselves aggressively in the affordable smartphone and mid-range tiers. The report also reveals further that Samsung’s J series h…

Video Advertising For 2016: The Data-backed Do’s And Don’ts

Video has caught on with performance advertisers across industries, but as the ad format becomes much more prevalent, it’s arguably harder to break through to users themselves. Digital marketers need to be keenly aware of what gets attention and generates conversions.After touching on the subject back in June, I thought it was time to revisit video best practices for social media advertising with some of the latest data garnered as part of my work at Nanigans.Don’t Neglect The ThumbnailWhile autoplay video is an option for Facebook advertisers, it is currently not available on Instagram. For advertisers who may want to maintain consistency between their Facebook and Instagram campaigns when it comes to this feature, it’s imperative that the video thumbnail be a compelling one.What makes for a great thumbnail? Think visually rich or action-packed images such as the examples below:The impact of an appealing image to draw users in can pay substantial dividends. One advertiser in our stud…

EU-US Privacy Shield Announced To Replace Safe Harbor Privacy Deal

A few months ago, the US-EU Safe Harbor deal became invalid and data privacy for US companies hosting data for EU customers got a lot more complicated. Yesterday, the European Commission announced they have reached a new deal named the EU-US Privacy Shield.The EU-US Privacy Shield is a complete revamp of the old Safe Harbor, in fact, they said they built the EU-US Privacy Shield from the ground up since the Safe Harbor had so many issues.The EU-US Privacy Shield has three basic elements:Strong obligations on companies handling Europeans’ personal data and robust enforcementClear safeguards and transparency obligations on U.S. government accessEffective protection of EU citizens’ rights with several redress possibilitiesDuring the past few months, companies like Google, Facebook, RackSpace, Amazon and others have been drawing up what are called Model Clauses to give EU citizens protection of their privacy. But for smaller businesses, it would be incredibly expensive and time consuming …

MarTech Today: WordPress 4.4.2, Skimlinks Partners With Lotame & URX’s “Carousels”

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:WordPress Releases 4.4.2 To Fix Two Security Issues
Feb 2, 2016 by Matt McGee
Latest version of popular content management system also fixes 17 bugs.7 Ways Small Businesses Can Leverage Third-Party Apps for Local Search & Marketing
Feb 2, 2016 by Wesley Young
Apps consume the majority of mobile media time, but local business apps struggle to compete for attention. Columnist Wesley Young looks at how SMBs can instead use space on the most popular apps to get in front of customers.Skimlinks Makes Its User-Intent Data Available To DMP Lotame
Feb 2, 2016 by Barry Levine
The first-party publisher data from affiliate network Skimlinks means that Lotame can add massive info about what users are now interested in buying to its own behavioral and demographic layers.Deep-Linker URX Expands Into Related Ads/Content “Carousels”
Feb 2, 2016 by Barry…

Which UK sites lost Google visibility in 2015?

We recently looked at the UK sites which made the biggest SEO gains in 2015, and now it’s time to look at the ‘losers’. The Sistrix visibility index looks at the sites which dropped down. Interestingly, while previous ranking falls have been blamed on Google’s algorithmic changes, there were fewer of these in 2015.This means that the drops in visibility are more likely to be due to fallout from redesigns and domain name changes. For example, H&M managed to reduce the amount of top ten ranking keywords from 829 to 181 after a redesign.Here I’ll show some of the losers. Not necessarily the top losers, but interesting cases…Thefind.comThis is the domain which lost most visibility in 2015.This shopping engine was bought by Facebook in March 2015 and was subsequently closed down. Its rankings had been very erratic before then though.Adviceguide.org.ukThis was the third biggest loser, but all is not as it seems.It looks like its rankings fall off a cliff at the beginning of the year, bu…

The Directory of Twitter News Feeds

Twitter is the best source of news on the Internet but there’s no denying the fact that Twitter is both complex and confusing for most people. Unlike a newspaper website where you just open the homepage and read the news, you need to follow the right set of people before understanding the true potential of Twitter.Twitter realises this problem and they are now trying to capture the audience that stumble upon Twitter just for catching up with news but may not be inclined to traverse the complex universe of Likes and RTs. Now when you open the Twitter homepage, they will show you to the top tweets across various categories without requiring you to sign up. The tweets are grouped in categories like Sports, Music, Food, etc. so it is easier than ever before to follow your interests.See the Top Tweets for any CategoryThe Twitter news feeds surface the top tweets for any category but, for some unknown reason, they have made these available only to users who are not logged into Twitter.Not a…

Six Reasons Why we Think the iPad Pro Outsold the Surface Last Quarter

It was not supposed to be this way. With the Surface getting better and the tablet market in seeming decline, Apple’s oversized iPad Pro was seen by many as being cannon fodder for the Surface brigade, not least because of the mixed reviews the former got as compared to the largely positive response to the Surface range. And yet, when IDC released figures for the tablet sales for the last quarter of 2015, the iPad Pro had pretty much outsold the entire Surface range, in spite of being introduced later in the quarter and having a generally higher price tag.Why did this happen?We are not privy to the thought process of the consumers but we did discuss the matter with a few of our colleagues and a few retail players (who would not like to be named) and well, we think these six reasons might have played a role in the rather surprising turnaround (we would like to stress the word “think” here – this is not the gospel truth, but just our opinion, arrived at after discussions):Radical change…