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Showing posts from March 2, 2016

Anchor Content: The Key To Content Marketing Success

Content marketing is a growing part of many business’ strategy, but for many, it proves difficult to do successfully. In today’s post, I’m going to explore why that’s the case, and I’ll give you some ideas on what you can do about it.BackgroundTo start with, the articles linked in this sentence can provide you with a solid grounding in how content marketing works, as well as how you can get started. That’s all well and good, but it does turn out that there is more to it.To understand why, it’s also very useful to understand the concepts set forth by Mark Schaefer in his classic piece, “Content Shock: Why content marketing is not a sustainable strategy.” In it, he lays out the core of the problem: So many people are publishing content now that it’s a major struggle to gain the attention of your target audience.In short, simply creating garden-variety content isn’t going to cut it: It’s likely that hundreds of people will have covered it before you did.Digging In Deeper: Industry Studie…

What Content Marketers Can Learn From 7 PR Wins And Fails

Fractl, my employer, recently teamed up with Moz to examine how a surge of press coverage affects search engine optimization.We picked seven brands that were in just about every publisher’s newsfeed between February 2015 and February 2016 to analyze the impact of major media attention on press mentions, organic traffic and backlinks.Not surprisingly, the media coverage led to huge increases for most brands.Sound familiar? Here’s a quick refresher on why these companies made headlines:Roman Originals:#TheDresswas a photo posted on social media that set off a debate on whether the dress in the image was blue and black or white and gold. The clothing designer made the best of the social media frenzy by debuting a version of the dress in white and gold, even though the one pictured was in fact blue and black.Turing Pharmaceuticals:This biopharmaceutical company bought a prescription drug and raised the price by 5,000 percent.Peeple:This new site announced a soon-to-be-launched “Yelp for …

When Digital Retail Gets Real (Literally)

SEASTOCK / What happens when one of the world’s largest e-commerce marketplaces is rumored to be making the leap from digital to brick and mortar? Pandemonium. (Well, not really, but you’d think that were the case given how the market responded to the chatter.)The honest-to-goodness truth is that when a big e-commerce player like Amazon decides to break new ground (literally!), the industry as a whole will feel the ripples it makes. Why? Because it signals a seismic shift away from the tried-and-true e-tail-only model that has defined Amazon for years.Amazon’s moving to an online-offline customer experience goes against what most see to be the evolution of contemporary consumer preferences. In fact, many would argue that this “rumored” decision is either unnecessary or inefficient.After all, why fix it if it’s not broken?Innovating the customer experience is the rallying cry for many brands and marketers today. However, what seems odd to me is that Amazon, in many ways…

Generating Leads On Facebook: What You Need To Know

Back in September, I conducted an examination of e-commerce advertising and purchase activity run through Nanigans software, which was developed by the company that employs me. I noted some clear behavioral patterns, such as consumers generating the greatest share of purchases on Wednesday or Thursday of a given week.In this column, the focus turns to lead generation advertisers who, as a whole, seek to drive more complex conversions, like contacting a mortgage lender or requesting a car insurance quote. Facebook advertising data shows how advertisers in this ecosystem need to expect remarkably different behavioral and market dynamics, requiring a corresponding shift in strategy and testing considerations.A notable example of differences between lead generation and industries like e-commerce is the aforementioned weekly purchase and ad spend pattern. For lead gen advertisers, Sunday through Wednesday show the highest percentage of conversions and ad spend:Compare this with e-commerce …

Money on the table: how search data can reveal new revenue opportunities

Search data is a mine of insights about customers’ needs that can translate into new revenue. Here’s an example from my own experience…Recently, my beloved Urban Decay Naked Basics eyeshadow palette went from looking like this:To something a bit more deteriorated:This isn’t uncommon or unexpected: I knew that the uneven ‘wear and tear’ was inevitable. And so, I did what any normal 21st century consumer would do: I turned to Google.I started my search journey with the utmost optimism. ‘Naked palette refill’, I demanded of Google. Scanning the page, I frowned at the lack of relevant results but persisted.‘Empty urban decay naked palette’; ‘replace urban decay palette eyeshadow’; ‘refill naked eyeshadow venus’…I furiously modified my search query, hopeful that the increased precision of the keyword would return the golden ticket result I was looking for. I tried synonyms (replace, refill, replenish), I tried different branding (urban decay, naked palette, UD naked, urban decay naked), I …

MarTech Today: Geomagnetic Positioning, Automatic Personas & Top Website Tools

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:Geomagnetic Platform IndoorAtlas Does Extensive Deal With Yahoo Japan
Mar 1, 2016 by Greg Sterling
Company enables indoor location and proximity marketing by reading and mapping magnetic fields.Facebook Uses News Feed Algorithm To Rival Twitter, Periscope In Live Video
Mar 1, 2016 by Tim Peterson
Facebook will start ranking live videos higher in its news feed while those streams are taking place.Content Curation Platform Livefyre Gives Marketers Another Storytelling Tool By Adding Storify2
Mar 1, 2016 by Barry Levine
Newest version of Livefyre’s 2013 acquisition adds team collaboration, creation of entire web pages, and live updating.Meet the MarTech Speakers: Barre Hardy
Mar 1, 2016 by Marketing Land
Improving Marketing Efficiency Through Agile TransformationTop 7 Must-Have Tools For Website Owners
Mar 1, 2016 by Jordan Kasteler
Looking to…

AdRoll Launches SendRoll For Email Retargeting

AdRoll announced a new product to extend the company’s retargeting capabilities to email.With SendRoll, launched Wednesday, businesses can send personalized emails with product recommendations or other content based on where a user is in the customer journey. It’s AdRoll’s first product to extend beyond ads.“We expect SendRoll to open the floodgates for personalized email marketing in the same way AdRoll did for display retargeting in 2008, and how the IntentMap did for data co-ops last year.” said Adam Berke, president and CMO, AdRoll. “Our DNA is in making the most sophisticated programmatic marketing technologies accessible for brands of all sizes. Dynamically personalized email is a perfect example of a technology that can be incredibly effective, but is too complicated to implement and too resource-intensive to gain mass adoption.”The automation relies on AdRoll’s retarggeting technology. Companies provide their own email lists.“SendRoll is intent-based email, tailored to our ind…

A comprehensive guide to advertising on Facebook

Social media introduced a brand new world of advertising to brands and they’ve enjoyed exploring this affordable and highly targeted solution.Facebook is the perfect example to showcase the success of social advertising, in a way that makes both advertisers and consumers happy.Facebook isn’t new to advertising, but it seems to be moving in a very interesting direction by launching many new features that would benefit both brands and of course, its own revenue.According to its latest report, Facebook now counts 1.59 billion monthly active users, which is exactly the reason that brands experiment with Facebook advertising to reach a wider audience.How News Feed ads changed FacebookFacebook loves tweaking the News Feed experience, but up to now, it was clear that advertising is not disrupting the user’s experience. Facebook wanted to make sure that loyal users remain active on the site as much as possible, and this also extended to advertising.Native ads started appearing on the News Fee…

Drones get Added to the List of Prohibited Items and Should be Declared in Indian Airports

Drone laws have been the point of concern for many drone hobbyists and now India has added the drones to the list of prohibited items in ‘Indian Customs Declaration Form’ which will require a mandatory declaration by the passengers in case they are carrying a drone, starting April 1, 2016.This means that now you won’t be able to buy the drone of your choice, simply stuff it in your baggage and clear the customs. This move seems to be inspired by the fact that many of the terrorist and extremist groups are heavily relying on drones to plan and carry out their attacks. Security personnels in the vicinity of Indian Parliament have been briefed about the threats from the drones and that they need to keep an eye on the same.Although India doesn’t have a clear list of guidelines like the FAA, drones are banned in some of the regions. For instance, Goa banned drones last December owing to security concerns and it was also banned momentarily in Mumbai. Since 2014, those carrying drones from C…

Gionee S6 Review: Metallic Beauty Done in by the Price

Gionee’s S series have been standing out for style, well at least most of them. The S5.1, the S7, the S5.5 are some of the good examples and some of these were the slimmest phones for some time. We had loved the unique design of the S7 and its overall performance too. This year, Gionee brings up a new offering the S series in the form of S6. If you notice, they have dropped the Elife moniker and calling it just the Gionee S6. Things are slightly different this time around with Gionee very sensitive about the pricing, keeping it just below the Rs 20k mark and also going the online route for sales. How does it compare with its lineage? Let’s find out as we present to you our detailed review of the Gionee S6.If it’s the S series from Gionee, it has to be about style more than anything. While the S7 was very unique with its design, the Gionee S6 shoots for style in a more subtle way but keeping all the elegance its predecessors offered very intact. The design has a striking resemblance to…