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Showing posts from February 5, 2016
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Super Bowl Advertisers Will Reach A Big Audience But Will They Miss Millennials?

The Super Bowl is arguably the biggest media event of the year. Well over 100 million people in the US will tune in on Sunday.Yet half of Millennials, born in the 1980s and 1990s and who now form the bulk of the over-hyped 18 – 34 demographic, told an online survey that they’re either not going to watch the Super Bowl or probably won’t. While it remains to be seen — what people say and what they do are often two different things — these findings contribute to a growing perception that conventional TV is no longer effective to reach younger audiences.Source: ImgurThe online survey of more than 7,000 US Millennials, sponsored by Imgur, found that just 50 percent planned to watch the Super Bowl (or were thinking about it) while 49.6 percent said they were not planning to or probably would not watch.One must be cautious in taking the findings of a single survey too far. But this is a very large sample. It echos several studies that show younger viewers are discontinuing cable TV subscript…

What’s The Right Staffing Mix For Content Marketing Success?

If you’re like me, you may have asked yourself, “What’s the ideal staffing mix for my content marketing team?” or “Who do I really need to make this work the best?” Finding the right staffing mix is tough.We’ve recently created net-new positions for our content marketing team, and now the task of filling those roles is upon me. And you know what? It’s tough!There are a lot of candidates available. However, there aren’t many good candidates.Honestly, I think that because content marketing has boomed over the past few years, more people are trying to claim they’re content marketers whether they truly have the right — or any background in it — or not. Writing a couple of blog posts, creating web content or optimizing a site doesn’t automatically make you a content marketer.SEO ≠ Content MarketingPersonally, I don’t see SEO (search engine optimization) and content marketing as interchangeable. Yes, SEOs have had to develop content strategies and create content, but in my experience, those…

WordStream’s Larry Kim on how paid social ads can become your ‘unicorns’

Reporting live from Connect, our two-day search event in Miami, here’s the second in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.Yesterday, we heard from the awesome Larry Kim from WordStream, the most influential PPC expert for three years in a row and a man who can rattle through 156 fascinating and incredibly helpful slides without taking a breath.What’s the current landscape of PPC?Well, it doesn’t look great. As Larry says, “We’ve had a good run. It’s been 15 years, but there are headwinds on the horizon.”And those ‘headwinds’ are…Paid search CPCs are at an all time high, across Google and Bing.Certain verticals are insanely expensive.Mobile is responsible for 50%+ of all Google searches.There are fewer ad spots on mobile.Apps are stealing from desktop searches, people are just opening a Yelp-type app and searching within there.95% of time online is spent consuming content, but only 5% are actually searching fo…

Marketing Funnels And Buyer Journeys: What Are We Arguing About?

All marketers by now understand that customer experience should be a business’s main priority. This isn’t anything new. And this sentiment is largely the reason we continue to hear time and time again that the marketing and sales funnels are dead.I understand the argument: Customers aren’t cookie-cutter replicas of one another, and they certainly don’t all experience the same path to purchase, so why should we rely on an outdated model that implies they do?In fact, most marketers today insist that we should map out a complex buyer journey to anticipate, and properly cater to, the numerous ways customers consume our content and engage with our companies.And with the rapidly growing interest in account-based marketing, some marketers are even claiming that the funnel has flipped — and that instead of blasting out content and communications en masse, we must start with each customer and determine a unique strategy for that individual.These are all great points. Who wouldn’t agree that ta…

MarTech Today: Google Play Boots Ad Blocker, Bing Updates Apps & Google Adds JSON-LD Support

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:Google’s Play Store Rejects Ad Blocker App For Samsung Browser
Feb 3, 2016 by Barry Levine
Days after its launch in the Android app store, Adblock Fast has been removed because it violated Google’s guidelines.Report: Almost Half Of Email Marketers Send Everyone The Same Email
Feb 4, 2016 by Barry Levine
Detailed study from email marketing provider GetResponse shows many email marketers are not using personalization and other key capabilities.Move Over, Mobile Ad Fraud — “Fat Fingers” Could Also Be Throwing Off Advertisers’ Numbers
Feb 4, 2016 by Barry Levine
A new report from mobile platform Retale finds that 60 percent of respondents accidentally click on mobile banner ads.Attributing Retail Store Transactions To Online Clicks At Keyword Level
Feb 4, 2016 by Thomas Stern
Columnist Thomas Stern offers a sneak peek of results and winning tac…

Five of the most interesting search news stories of the week

While our editor Christopher is busy sunning himself in Miami at SEW Connect, I’m left with the task of this week’s round-up of SEM news.So we have new Google mobile features, Valentine’s Day search stats and more…Google’s new ‘trip planning’ feature for mobileGoogle recently introduced a new feature for mobile users, as reported on the koddi blog.The feature, triggered by searches such as those below, provides ideas for where to go and what to do.Clicking on more opens up further destination ideas, and takes you away from the organic results altogether.Ultimately, it can lead to reviews of hotels and tourist spots, and the ability to plan trips on Google.Travel sites will no doubt be less than impressed with this move, which seems to take attention away from organic results.However, these are not transactional searches, but queries more likely to be used in the earlier stages of travel planning when looking for ideas.At the moment, I don’t think travel sites should be too concerned, …

YouTube: Super Bowl Ads Have 140 Million Views, Totaling More Than 1.7 Million Hours

With the Super Bowl just two days away, YouTube is out today with a reminder that it’s where people spend their time checking out the dozens of commercials and teasers that advertisers have already released.How much time? YouTube says it’s seen almost 200 years worth of viewing so far this year. If my math is correct (and with help from some online converters), 200 years is about the equivalent of 1.75 million hours.YouTube also says that official Super Bowl ads and teaser videos have racked up more than 140 million views, more than half of which have happened on mobile devices.But in its unofficial fight with Facebook for online video viewership, YouTube likes to emphasize how much time people watch videos on its platform, not the number of video views. So if asked about data that shows Facebook getting slightly more video views of Super Bowl commercials, YouTube would point out that videos auto-play in the Facebook News Feed, while on YouTube most viewing is an active choice from pe…

MEEM is a Smartphone Charger that Doubles up as a Data Backing Device

Lost your data along with the phone? if this sounds like you, apart from setting up a reminder to back up your stuff regularly, here is a new innovation that will greatly help you out. It won’t be wrong to call the smartphones the treasure cove of our personal information, with all the sensors, applications and the accounts synced it is but evident that our smartphones carry the traces of each and every moment of our lives.MEEM cable is an indigenous new way to ensure that you have backed up your phones regularly so that whatever happens to your phone at least the data remains intact. The MEEM cable touts to be the world’s first dual-purpose phone charger which also automatically backs up all your stuff including photos, videos, contacts, calendar and much more.The most common reason that one would give for not backing up the smartphone data would be that they forgot doing so or that Wi-Fi was not handy and they wouldn’t have wanted to lose money on the more expensive mobile data. Tha…

This New Ubuntu Tablet from Canonical can Also Become a PC Thanks to Convergence

Back in 2013, Canonical – the company behind the open source Ubuntu OS – tried to achieve the idea of having just one computing device for all our needs through the power of convergence which basically lets a single device like a smartphone work in a way that it can used for both desktop and portable purposes. Now they’re back again with the same vision, but this time, with a 10.1-inch tablet which can be turned into a Ubuntu PC with some additional hardware.Canonical’s CEO Jane Silber had a chat with The Verge in which she mentioned that The definitions of “specific form factors are increasingly arcane and outdated,”. “I think what’s happening in the industry is the blurring of those segments and the need for a consistent platform and user experience across those,” added Silber.Just like its previous devices, this time, too Canonical hasn’t moved much when it comes to the hardware. They’ve taken up the Aquaris M10 tablet from Spanish manufacturer BQ and affixed their own software wit…

Tying Keywords To Conversions In A ‘Not Provided’ World

Identifying and focusing on the keywords that drive traffic and conversions is critical to success in both organic and paid search campaigns. Yet, it’s harder than ever to identify those keywords. Google’s encryption of search referral keywords means that SEOs have no visibility into natural search terms – the majority are ‘keyword not provided.’ SEMs need insight into competitive keywords that drive volume as well as revenue – but struggle to find the tools that can help.What if you could identify and track the keywords driving traffic – and conversions? And what if you could gain insight into competitors’ most important keywords as well? Join Russ Jones, Principal Search Scientist from Moz.com, and Randy Antin, Vice President of Marketing from Jumpshot, as they discuss ways to discover the keywords that convert.Register now for “Tying Keywords to Conversions in a ‘Not Provided’ World,” produced by our sister site, Digital Marketing Depot, and sponsored by Jumpshot.

via Marketing Lan…

LinkedIn Reports Solid Q4 Earnings, But Stock Falls On 2016 Guidance

LinkedIn reported a strong fourth quarter of 2015 on Thursday, but its stock tumbled after the company told Wall Street to expect lower revenue for the start of 2016.In Q4, LinkedIn says revenue was $862 million, a 34 percent increase compared to Q4 of 2014. For the full year, revenue was up 35 percent to $2.9 billion. The company’s Marketing Solutions division saw 28 percent annual growth, with the Sponsored Updates product driving more than 50 percent of that division’s revenue for the first time.The company’s user base continued to grow, with overall membership passing 400 million for the first time — 414 million, to be precise, at the end of 2015. Monthly unique users grew seven percent. LinkedIn says mobile usage now accounts for 57 percent of all its traffic.The company, though, lowered expectations for Q1 of 2016. LinkedIn says it expects revenue to be about $820 million with earnings-per-share of about 55 cents. Both of those numbers are below Wall Street’s expectations of $86…

Instagram Now Supports Multiple Accounts For Some iOS And Android Users

Twin Design / Shutterstock.com It’s now possible to be logged onto multiple accounts on Instagram–but only for some. The company finally recognized the need of many heavy duty users, including marketers, who also want to assert their individuality through visual imagery but to share their brand’s marketing messages while on the go.Before this happened, it was either required to stay committed to one Instagram profile (normally, that of your employer) or to log out between photo postings. For marketers who are aggressively active on the photo sharing network, it was hardly ideal, making this a heavily-requested feature for years.The option is only available for some users at present across both Android and iOS devices. Android users must join the Instagram beta community to gain access to the new feature, which was rolled out in late 2015. iOS users are receiving the rollout slowly, with many randomly stumbling upon the unexpected feature. Still, only a small number of users seem to be …

Marketing Day: Email Marketing Report, Mobile Ad Fraud & Super Bowl Social Buzz

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:Report: Almost Half Of Email Marketers Send Everyone The Same Email
Feb 4, 2016 by Barry Levine
Detailed study from email marketing provider GetResponse shows many email marketers are not using personalization and other key capabilities.Join Marketing Land Editors & Guests For The Real-Time Digital Super Bowl: Our Hashtag Bowl Live Blog
Feb 4, 2016 by Pamela Parker
Make Marketing Land’s #Hashtag Bowl live blog your second screen for the Big Game, and get real-time data and insightful commentary from our panel of experts.Death To The Dumb Phone: Soon, Nearly 80% Of Mobile Phones In The US Will Be Smartphones
Feb 4, 2016 by Greg Sterling
Smartphone OS share is basically static, Microsoft emphasizing iOS, Android platforms.Move Over, Mobile Ad Fraud — “Fat Fingers” Could Also Be Throwing Off Advertisers’ Numbers
Feb 4, 2016 by Barry Levine
A …

Report: Almost Half Of Email Marketers Send Everyone The Same Email

A third of email marketers don’t actively optimize their email marketing, and only about half test subject lines.So says a new report from email marketing provider GetResponse. Out today, “State of Email Marketing By Industry” surveyed 1831 marketers last summer around the world in a variety of industries, and analyzed over 700 million emails. Optimization includes ways to improve deliverability and response rates, like testing alternative subject lines or offers, or previewing emails in various clients and browsers.In fact, although targeting is considered a mainstay of modern digital marketing, the report astoundingly found that 42 percent of marketers send everyone on their list the same email. And the report said that only 4 percent use behavioral and survey data for personalizing emails and targeting. But — thank goodness — 75 percent are using email automation.While this detailed industry-by-industry report employed a sizable sample mostly in the U.S. and Europe, co-author Magda…

Why your current SEO approach isn’t enough

Reporting live from Connect, our two-day search event in Miami, here’s the first in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.This morning, we heard from Collin Colburn from Forrester, who outlined a few tips for your current organic SEO strategy.Customers are more empowered than ever before.Technology and connectivity have completely changed our lives, especially in terms of how and where we spend our money.This has also led to a power-shift, where people have almost total control of what they see and experience online. This is in turn “causing havoc” for businesses and forcing them to evolve quickly.It also doesn’t help that the online experience is full of noise; many sites are just a wall of ads, messages and assorted brand clutter. Users now have multimedia and multi-device habits and therefore have multiple means of escape.All of this has led to search evolving into ‘discovery marketing’. In fact marketers a…

Join Marketing Land Editors & Guests For The Real-Time Digital Super Bowl: Our #Hashtag Bowl Live Blog

The Marketing Land #Hashtag Bowl Live Blog is back! And this year, it’s going to be better than ever, featuring insightful commentary from eminent digital strategists, as well as a wealth of real-time data on how the ads are affecting consumer behavior on search, social and beyond.Joining us on the live blog this year will be Peter Minnium, president of Ipsos Connect and long-time display advertising columnist on Marketing Land, and Perri Gordon, the digital strategy and capabilities manager for Tyson Foods. In addition to these first-time guests, two familiar faces will be weighing in on the ads and their digital components: James Green, CEO of Magnetic and a Marketing Land columnist, and Peter Shankman, a well-known social media luminary and accomplished speaker.This year, our experts will have much more to comment on, as well, thanks to the wealth of real-time data we’ll be incorporating into the live blog. Bing will provide us with nearly-real-time search data, so we can see how …