Skip to main content

Posts

Showing posts from February 11, 2016
Instapage

Wikidata 101 For SEOs

No doubt you have run across articles detailing the SEO benefits of structured data and how algorithms focused on things not strings are turning search engines into answer engines.A quick example: search for “George Clooney’s wife,” and Google immediately tells you Amal Clooney is his current spouse (married in 2014) and Talia Balsam is his former wife, married and then divorced in 1989 and 1993 respectively.In 2005, it is likely the top result would have been an organic listing featuring a website optimized for that particular query.Today, Google’s ability to provide logical answers is rooted in the semantic connections provided by structured data entries across the web (like Wikipedia, Wikidata and the CIA Factbook) and within Google’s private Knowledge Vault.Comprehensive, trusted sources of structured data provide a machine like Google with the entities that enable it to logically formulate an answer for common and not-so-common things (see also “RankBrain“).“Congratulations,” you…

Brand Bidding & PPC Optimization: The Value Of Brand Keywords (Part 2 of 8)

Welcome to Part 2 of Brand Bidding & PPC Optimization, a series to help today’s search marketer answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of an expensive, crowded and competitive PPC market?In Part 1, I reviewed the history of PPC optimization and how easy it used to be to achieve big growth numbers from PPC advertising. To summarize part 1, I discussed the evolution of keyword advertising:Inexpensive search terms (Remember minimum bids under five cents?) drove significant returns on ad spend (ROAS).Next came analytics, which enabled advertisers to set costs per click (CPCs) wisely, based on conversion rates and keyword costs.Followed by analytics were automation platforms, which enabled the industry to manage huge volumes of keywords efficiently.Then, relevancy was introduced, along with a greater focus on effective ad copy and landing pages.This brings us to today, where competition for clicks makes it challenging to d…

Data Extractor Diffbot Wants To Turn The Web Into The Semantic Web

From the Diffbot website Many companies grab Web content, analyze it, and return stats on sentiment, product mentions, and the like.But startup Diffbot says it takes a different approach that can automatically sort the Web into human-like categories of knowledge.And today the Palo Alto, California-based company is announcing a new Series A round of $10 million in investment funding, which will back the expansion within a few weeks of its newest tool – a massive structured database called the Global Index — from a closed beta phase to general availability.The funders included such notable investors as Earthlink founder Sky Dayton, Sun Microsystems co-founder Andy Bechtolsheim, M.I.T. Media Lab Director Joi Ito, former AOL executive Brad Garlinghouse, and others.Founded in 2008, the company specializes in automatically extracting the unstructured content on Web pages, categorizing it using artificial intelligence, computer vision, and natural language processing, and then storing it by d…

Here Are Nine Brands That Advertised On Snapchat For The Super Bowl

Snapchat sure has come a long way since last year’s Super Bowl, when the four-year-old company was just fresh off the announcement of Snapchat Discover, and brands like Mountain Dew, GrubHub and McDonald’s took advantage of the platform. Since that time, the company and its ad offerings have seen explosive growth.In 2015 alone, Snapchat grew its 18- to 24-year-old base by 56 percent, while the number of its 25- to 34-year-old users increased 103 percent and its over-35 user base grew 84 percent, according to comScore data published in the Los Angeles Times.While Facebook and Twitter might still get most of the attention for the volume of social ads run around the Super Bowl, marketers took to Snapchat in their own unique ways for this year’s game, with big-name advertisers making the most of every feature that Snapchat has to sell.Here’s a recap of what we saw across the platform:GatoradeWithout a doubt, Gatorade won Snapchat (and if you ask me, the entire Super Bowl). Taking advantag…

MarTech Maven Scott Brinker: The Adobes And The Oracles Missed The Opportunity

Scott Brinker, best known for his slide depicting the icon jungle that is marketing technology, is surprised that the big animals haven’t taken over.The big animals (my term) refer to the large marketing automation suites that promise an “end-to-end solution” to whatever marketers need.“I would have thought [mid- to large-sized companies] would have Adobe or Salesforce at its center,” he told me.(Brinker, the co-founder and CTO of interactive content marketing firm Ion Interactive and the author of the chiefmartec.com blog, is also the Program Chair of our upcoming “MarTech: The Marketing Tech Conference” in March, in San Francisco. His new book, “Hacking Marketing: Rethinking Marketing Management in a Software World,” comes out next month.)Instead, he sees companies using Salesforce for customer relationship management (CRM), Oracle’s BlueKai for its data management platform, Adobe for its Web Experience Manager, Marketo for marketing automation around email, a Sprinklr for social me…

The New Face Of Public Relations: Tricks And Tools Of Today’s Practitioner

The battle to earn consumers’ attention is on. But it’s not going to be won in a display ad or in the search box. It’s not going to be won on television or via in-store signage. It’s going to be won by brands that stop shouting at their consumers and start having conversations with them.And you know what that means? It’s time to take a closer look at the role public relations plays within your organization.Why? Because in an era of ads that can be skipped, blocked and ignored, those who are experts at creating authentic conversations with real people are the ones who need to have a seat at your marketing table.As a person who started her career in traditional public relations, I’ve heard plenty of arguments against the practice, including: “Public relations is boring, with all those press releases and media pitches.” But the people who make that argument just don’t get what we do.We are communicators. We are listeners. We are storytellers. We are advocates for our brands, but also for…

Using Data.gov And Open Data To Develop Actionable Consumer Insights

As more and more of the world’s content is being digitized, refreshed and “remastered,” a big part of that movement is the digitization of government data. In 2009, the federal government launched data.gov, a platform for open, machine-readable digital data sets.The site, managed and hosted by the US General Services Administration, Office of Citizen Services and Innovative Technologies, describes itself as:The home of the U.S. Government’s open data: Here you will find data, tools, and resources to conduct research, develop web and mobile applications, design data visualizations, and more.Various cities, counties and states also have their own sites like data.seattle.gov or data.houston.org.To simplify, data.gov and its child sites provide automated and often structured access to more than 191,500 sets of government data, available on the national or local level. Most states have different depths and levels of data available, but the collection and availability are constantly growing…

Fixing 404 Error Pages with Google Analytics

There have been multiple blog posts written over the years on how to use Google Analytics to identify and fix 404 Error Pages.I have even written one myself and it’s a common slide in many of my talks. But with the newest features that are available within Google Analytics, these blog posts are due an update.Custom Variables vs EventsThe first question is whether to capture details of the 404 Error Page within page level customisations or as an event. My approach is to capture more information about the page using page level customisation. Since viewing a 404 Error Page is not an event, it should not be treated as one.Google Analytics trackingStep one in the GA tracking for Error Pages is to rename the page name to /error-page/404-error. This means all views of this page are grouped together, making them easier to identify and analysis becomes significantly easier.There are two key pieces of information to capture on each 404 Error Page. The first is the URL of the page and the second…

MarTech Today: Facebook Video Ad Features, Twitter’s New Timeline & Wikidata 101

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:Facebook Releases New Video Ad Features, Including Automated Captions
Feb 10, 2016 by Ginny Marvin
Plus more research and tips on making the most of video campaigns on Facebook, where most visitors are watching on smartphones.A Look Ahead To Our Upcoming #SMX Conference & Search Marketing Expo
Feb 10, 2016 by Chris Sherman
Search Marketing Expo returns to San Jose, California March 1-3, 2016 – here’s a preview of what to expect if you attend the next SMX West event!John Sculley To Marketers: Don’t “Worry About The Technology,” Focus On The Customer
Feb 10, 2016 by Barry Levine
The ex-head of Apple and Pepsi adds his backing to the idea that companies are no longer in control.Report: Established App Markets Transitioning Away From Download Revenue And Toward Usage
Feb 10, 2016 by Barry Levine
The first forecast report from app tracker Ap…

SAP Ariba CMO Believes There’s No Function More Creative Than Marketing

As SAP Ariba’s CMO, Alicia Tillman leads the brand’s worldwide marketing strategy. She oversees a number of areas, including Ariba’s global value proposition, branding, sponsorships, digital marketing and events.Most recently, Tillman led the rebranding of SAP Ariba, a project she says was the most significant change to the company’s look and feel in its nearly twenty year history.“The objective was to breath new life into the brand and draw on the incredible reputation and presence of our parent company, SAP, which is a globally recognized brand that stands for strength and stability, particularly in international markets where we are looking to grow,” says Tillman.Launched on January 11, SAP Ariba’s rebrand effort included a new name and logo, an initiative aimed at integrating the company’s two distinct audiences.“In creating a new logo, we sought to create a very outward facing symbol that brings together our two customer groups – buyers and sellers – and within it, to show how SA…

Twitter has a Customer Experience Problem

The app that makes most sense to a person of diverse interests? Twitter perhaps. It was certainly the first service that interested me. Almost 8 years ago, on signing up I didn’t quite know what to do with it. Some of its early adopters, well known faces of the digital space, talked a lot about social media and the nuances of interaction on the platform. Beyond a cursory interest, there was nothing in common that would sustain extended conversations.Twitter to most of my colleagues, friends or clients resulted in blank faces. Instead of looking for work related material, I looked for music, books and over time work topics that interested me. Found interesting links, knowledgeable people and there was a sense of a growing community of similarly interested people. There’s a word for it in hindi, apnapan. A sense of belonging is the closest to that definition.One could listen to music from far off lands, discuss books and engage with authors and present one’s view. There were regulars on…

Booyah Brings WhatsApp Video Calling on iOS

WhatsApp has been coming up with new features every now and then but it still misses out on a very important component, video calling. While the rumour mill says that the messaging platform is indeed looking out to bring out the video calling feature, it will take some time. In the meanwhile, Rounds Entertainment has come up with its Booyah video chat client that would interface with WhatsApp and bring video calling to the same.The silver lining comes in the form of group video chatting, a feature that Skype managed to incorporate only recently. The app will fetch all the WhatsApp contacts and basically acts as an overlay for the video calling. The developer is no alien to the messaging app overlays as they already have an app called “Rounds” which will let you chat with your friends on Facebook similar to Messenger. The Booyah app will not require any of your credentials or a separate signup, just hook up the WhatsApp with Booyah and you will be good to go. The App makes good use of t…

Facebook Delivered Triple The Engagement Over Twitter For Branded Content In 2015 [Report]

Looking at content marketing trends from last year, digital marketing solutions provider TrackMaven found that brands experienced three-times the engagement levels for content shared on Facebook compared to content posted on Twitter.In its “The Content Marketing Paradox” report, TrackMaven analyzed 75 billion interactions on more than 50 million pieces of paid and organic content posted by brands across Facebook, Twitter, Instagram, Pinterest and LinkedIn.“As more brands put up money to pay-to-play on Facebook, overall engagement per brand could hover at healthy levels on the network,” says TrackMaven.While content posted on Twitter failed to perform as well as that posted on Facebook, Pinterest saw the greatest drop in engagement rates of all the social networks included in TrackMaven’s report – falling 49 percent over the course of the year.LinkedIn’s engagement rate proved to be the most consistent throughout 2015.Content Engagement Rates on Social Media Networks in 2015TrackMaven’…

How LEGO’s #Kronkiwongi campaign drove customer engagement

Last week the SEW team were at Connect, our two-day search event in Miami. Here’s the third in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.Here we’ll be taking a brief look at an excellent presentation from The LEGO Group’s Head of Global Search Marketing Luis Navarrete, covering how LEGO used the power of social, search and old-school PR to make a success of its Kronkiwongi campaign.Let’s start with an insight into your childhood:Start feeling both bad and good about yourselves, 98% of you reading this right now were creative geniuses at the age of three years old, “Our brains were constantly looking for different opportunities and solutions,” stated Luis.What happened people? Only 2% of us now have retained these levels of creativity.Here’s another insight:Some parents perceive LEGO products as a “collection of predefined sets with prescriptive instructions” rather than “stimulating free creativity, imagination an…