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Showing posts from March 8, 2016
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Pinterest lets brands target ads to people in their customer databases

Facebook started a trend in August 2012 when it announced the ability for brands to target ads on the social network to people in brands’ customer databases. Since then a version of the ad-targeting option has been adopted by Twitter, Google, LinkedIn and now Pinterest.Pinterest will start letting brands upload lists of customers’ email addresses in order to target ads to the 100 million people that use the social network each month. As with the other companies’ examples, Pinterest will match those email addresses against the email addresses attached to its users’ accounts and will use an encryption process called “hashing” to match the two databases without exposing the raw personally identifiable information. Brands can use this customer database targeting in tandem with Pinterest’s other targeting options, which are also at the center of the company’s news on Tuesday. Those other targeting options include interest categories, the number of which being expanded exponentially and whi…

SMX West 2016 recap: A deep dive into beacons and how marketers can use them

For experienced marketers looking for advice on how to leverage beacons and hyper-local targeting, “Beacons: The Opportunities, Limitations and How Marketers Can Use Them Today” was the panel to attend at Search Engine Land’s SMX West 2016.This session brought together seasoned industry veterans to discuss the basics of beacons and local targeting from a hardware and software standpoint, as well as the challenges and opportunities that come with utilizing beacons within your business.Beacon-based marketing holds the potential to change the way businesses connect with consumers and could help people become more engaged with your products and services. They also could help you get analytical insights, aka the holy grail, to tie online and out-of-home (OOH) marketing back to in-store actions.Below are the key takeaways from each of the presentations.“Beacons: Opportunities, Limitations and How Marketers Can Use Them Today” by Keri DanielskiKeri Danielski, the VP of Marketing and PR at Gi…

How understanding psychology can help increase ecommerce sales

There is a constant struggle for ecommerce brands to identify the consumers’ needs and fill them in the most appropriate way, therefore any strategies to achieve it are always welcome.It’s not a new method to turn to human psychology to create a better design and user experience, as it offers valuable insights about a brand’s target audience, its thinking and its criteria for purchasing decisions.Image by Gerd Altmann, CC0Every human being may be unique, but we can still observe how a series of psychological triggers affect a consumer’s purchasing habits.How do we decide which brand to trust in a web that is full of options?The analysis of several different ecommerce sites helped us determine the most common psychological patterns that may lead to increased sales, provided that they are used in an appropriate way.UrgencyThe fear of missing out (also known as F.O.M.O.) is real and it creates an urge to stay up-to-date, even at unrealistic levels. Ecommerce sites often use the psycholog…

TD Bank’s CMO says “There are no mulligans in marketing”

Before being named Executive Vice President and Chief Marketing Officer of TD Bank, Patrick McLean served as the company’s Head of Brand and Product Marketing.Now as CMO, McLean oversees brand marketing, corporate and public affairs, and integrated marketing efforts in the U.S. He leads TD’s corporate positioning, marketing and PR campaigns, social media efforts, and field and retail marketing, as well as directing the company’s internal communications and community relations efforts.When asked about current campaigns, McLean says he’s excited about the “Rolling Renovation” tour – an initiative aimed at helping customers finance home renovation projects, and offer ideas along the way.“From Maine to Florida, the tour will stop at TD Bank stores, signature home events and local home improvement stores,” says McLean, “Customers and employees can meet with a neighborhood home lending expert, a local blogger, or even a DIY star to receive financing tips and renovation inspiration, enter a…

You don’t have to be a liar to be a great marketer

I’ve gotten the same email four or five times from different companies. Here’s the full transcript of the most recent version (company name redacted):This email looks like it’s the result of an internal conversation at this company specifically about me and my agency. It doesn’t look like it was auto-generated, but it was.How do I know? I get all the bounced emails at my company, and I got the exact same email addressed to several other people in the company.But even if I didn’t get the bounces, it’s still obvious to me that this is bulk mail. Clever, well-disguised bulk mail, but bulk mail nonetheless.The technique being used here is what I call “faux personalization” — an attempt to make spam look like unique content. It usually starts with a subject line that references a conversation that never happened, like “Wanted to circle back” or “Are we still on for next week?,” and proceeds to follow with content that continues the ruse.Part of the culprit for a lot of this noise is a grea…

Report: simple changes in call handling can drive $100 million more in phone sales

As the shift to mobile has happened Google has placed more emphasis on calls and mobile marketing is driving many millions of calls annually. Yet just as a bad landing page experience can blow a potential conversion, a bad call experience can similarly undermine a good campaign or a warm lead.According to estimates from Marchex, roughly $1 trillion in revenue is generated through “click to call” commerce annually in the US. Much is at stake therefore in how calls are handled and how phone-based sales and service reps are trained.Call centers often employ practices focused on cost-savings or greater efficiency for the enterprise. Rarely are call centers focused on delivering the best customer experience. In many cases call handling practices are designed to discourage actual human contact (“due to unusually high call volumes, wait times may be longer than normal, visit our website”).How long will people hold before hanging up?Source: Marchex (2016)A new study from Marchex, based on an …

Presidential candidates, here’s how to win (at search marketing)

It’s the season of primaries, which means there’s a mad scramble by the American people to find answers to the following queries…If they’re registered to voteWhere the nearest polling place isWhat time the polling place is openThere’s nothing like a heated presidential election to spur some patriotic search behavior.It appears that Hillary Clinton’s marketing team is tapping into our nation’s steadfast loyalty to Google in the hopes of earning some of that allegiance for herself.Somewhere in the Hillary campaign office sits a search marketer, likely the graduate of a behemoth ad agency, who took her training on the zero moment of truth and made it work for Hillary.As a Massachusetts resident, searches for ‘where to vote’ and all sorts of modifications (e.g. ‘where do I vote MA’, ‘voting in MA’, even ‘polling locations’) surfaced this handy little ad at the top of the Google search results page:Here we see the beginnings of a clever and timely search campaign, courtesy of the marketing…

MarTech Today: WordPress’ Instant Articles plugin, Trade Desk goes native & top social listening 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:WordPress releases plugin to support Facebook Instant Articles
Mar 7, 2016 by Tamar Weinberg
WordPress has partnered with Facebook to launch a plugin that supports Instant Articles out of the box.IAB primer outlines anti-ad blocking choices for publishers — and their risks
Mar 7, 2016 by Greg Sterling
Report offers a range of options and approaches for publishers, featuring varying degrees of aggressiveness.Up close at SMX West 2016: Advanced audience targeting
Mar 7, 2016 by Christi Olson
Columnist Christi Olson recaps insights from a group of industry veterans at SMX West who discuss how to get the most from advanced audience targeting.DSP Trade Desk adds native ad support, with Sharethrough as first integrated SSP
Mar 7, 2016 by Barry Levine
The announcement means that programmatic implementation of native ads has taken another step forw…

Amplitude’s new Compass points to behaviors exhibited by returning users

Keeping the customers or visitors you have is a marketer’s first priority. But what helps keep them?Today, mobile/desktop analytics firm Amplitude is launching a new product, Compass, that it says is the first in the open market to itemize the specific user behaviors that correlate to user retention, although such a capability does exist in-house for Facebook, Uber, and other enterprises.Previously, Amplitude only tracked numbers of users retained over time, not the surrounding behaviors.CEO and co-founder Spenser Skates told me that multiplayer trivia game QuizUp employed his company’s new product during its beta phase.QuizUp found that users who took advantage of the app’s social features within the first seven days of downloading the app — such as being challenged by another user to play a game — were 60 percent more likely to continue as users for at least the next 30 days. Once the behavior is identified, Compass lets the marketer create a cohort of all the users who have exhibite…

What should I do when my site has been hit with a Google penalty?

Google penalties are the one thing that are universally feared in the digital industry. They can be devastating and take an age to recover from.What should you do when you’ve been on the receiving end of an algorithmic change, or, heaven forfend, a manual action? As with everything, it depends on the type of penalty, the scale of the problem and your ability to sort things out.After you’ve stopped freaking out, there are a bunch of things that you should – and shouldn’t – do to try to identify and fix the problem. Here’s a top level overview of what you need to take a look at.1) Avoid panicSure, your heart may race a little faster, but keep a cool head and figure out what’s going on. You can normally spot the most likely reason for the penalty within an hour or two.Once you’ve determined the source of your stress, there are a few things that you need to do…2) Figure out if you have a manual penaltyCheck in with Webmaster Tools. If you’ve been given a penalty by Google’s Webspam team t…

Opera Mini for Android Now Comes Baked with Video Boost Feature

Opera has been bringing in new features to help enable quality online content consumption for folks who don’t have access to a better quality network. Opera Mini browser has been known for its data saving capabilities and the ability to render content without the need of high speed Internet.The latest update however promises better speeds and an increased data savings for video consumption. Opera likes to call it the “video boost” feature and apart from saving the data it is also expected to facilitate a much smoother viewing experience.If you have already installed Mini Browser all you need to do is head over to data savings and select the checkbox against the video boost option. This new feature is also expected to slash the video loading time and also ensure that the video playback is not choppy and jittery. Further, the feature also shows a count which tells you how many videos have been boosted.Sunil Kamath, VP South Asia for Opera explained how in India 70 percent of smartphone …

Truecaller Gets a Design Refresh; Merges TrueDialer into the Main App

Every smartphone user needs a certain set of apps on his phone and it is most likely that Truecaller will manage to crop up on everyone’s list of quintessential apps. Truedialer was yet another app from Truecaller which helped you by rendering an increasingly intuitive dialer pad aimed at offering an extra layer of features over the run of the mill dialer pads. However, Truecaller has now decided to merge the dialer into the main app and scrap the standalone Truedialer app, which makes sense since one would be able to use a single app for both dialing and searching the callers.As a consequence of this merger, Truecaller will be treated to features from the Truedialer and the company has also tossed in a few additional capabilities. Smart Call History takes control of your call history and replaces the unknown number with the actual name thus letting the users automatically save the contact in the phonebook. Further it also eliminates the need to manually search for an unknown number i…

How to Create a Chrome Extension for Your Blog

There are so numerous ways to stay connected to your reader for your blog like social networking, mobile apps, etc. How about Creating a Chrome app for your reader. This way, they can get easy access to you blog. For this reason, I am sharing an article How to create Chrome extension for your blog.Creating first chrome add-on for your blog:This Chrome extension adds an icon to the Chrome toolbar. It will display number post that you set for your homepage and Search bar in it. Here is the preview of the Chrome extension.Chrome Extension Preview Follow this easy steps to create a chrome extension. First Download This file Shoutmeloud Chrome Extension.zip and extract it.Step 1: Create an icon.png with resolution 128×128 PX and save it to the extracted file.Step 2: Open manifest.json file, add name and description to your blog in it.Extension Name: Name you would like to give to your app.Description: Short description of your blog (less than 132 characters).Step 3: Open extension.js file a…

Customer journey from search to landing page: UK supermarkets

In which we take a look at the experience of searching for a brand or product, looking at a brand’s organic and paid search reach and its subsequent landing page. All from the point of view of the customer.This week let’s take a look at UK supermarkets.How loyal are we to our regular supermarket?First of all, I’d like to answer one related question: Just how loyal are people to their regularly used supermarket?I used to live in Leytonstone, and despite my liberal pro independent-retailer leaning wooliness, my wife and I used to shop at Tesco. Why? Because it was the nearest. That’s all. Just pure laziness disguised as brand loyalty.Now we’ve moved further east, we no longer have a  supermarket within walking distance to frequent. So we decided to brave the world of online grocery shopping. After all with home delivery, you’re no longer tied down to such trifling matters as distance, opening hours and having to change out of your pyjamas.After some moderate research, we picked Ocado, a…