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Showing posts from March 15, 2016
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Blenheim Chalcot acquires analytics firm iJento

Last week, Blenheim Chalcot announced the acquisition of customer journey analytics firm iJento.I’ve been talking to Jonathan Attwood, CEO of fospha and iJento, about the tools and the thinking behind the acquisition.What’s the reason for the acquisition of ijento? Blenheim Chalcot has hosted iJento’s clients in the UK and US for many years and is excited about the opportunity their technology and team delivers for organisations.  So much so that they  acquired the business and have put their venture building track record, funding and client footprint to work developing iJento’s core sectors of customer journey optimisation and marketing analytics and extending its capability to analyse fraudulent and malicious behaviour.  We are also adding our machine learning tech iJento.Can you tell me a little about what ijento does?iJento is built to help organisations understand today’s connected customer, whose buying journey is complex and cuts across multiple channels.  Beyond page clicks an…

App data firm App Annie adds advertising analytics with AppScotch acquisition

App Annie, herself (from the website) App analytics provider App Annie is continuing its acquisition streak, with the announcement this week that it has acquired app marketing data firm AppScotch.CEO Bertrand Schmidt told me that his company’s platform had been “focused on data from app stores, [like] rankings and ratings.” Last year, he pointed out, App Annie began to add usage and engagement data.Now, he told me, the AppScotch acquisition will allow an expansion into ad-focused analytics, adding the ability to answer questions about which creative approaches are most popular for app-related ads, which ad channels are being used, and similar queries.The AppScotch technology will be integrated into App Annie’s upcoming Marketing Intelligence product, he said, which is targeted for a June launch.In 2014, the San Francisco-based App Annie, considered a leading source of app-related data, bought the Netherlands-based mobile analytics firm Distimo. Last year, it picked up Canada-based mobi…

Is modern SEO more than the sum of independent parts?

When you think of SEO, what do you actually think about? If you were going to “practice” SEO, what would you be doing? Would you be writing content? Analyzing your performance? Engaging with your audience on social media?Modern SEO is a complex, multifaceted collection of different sub-strategies, nearly all of which can function independently on their own as a way to boost brand visibility and build customer relationships. As a quick example, content marketing is a necessary strategy for SEO, but even without a deliberate SEO process, it can be valuable in terms of increasing customer engagement and building brand trust.With that being said, is modern SEO anything more than just the sum of its interconnected parts? Is there any one strategic initiative that functions exclusively to increase a brand’s rankings for various search queries?[Read the full article on Search Engine Land.]

via Marketing Land

Google AdWords average conversion rates by industry [study]

When you evaluate your Google AdWords performance and conversion rates, what are you comparing against?If you’re like most advertisers, your primary source of insight is probably your own historical data. As long as you’re trending towards better than worse, you’re doing great… right?Not really.It’s important to track your performance over time and make sure you’re constantly improving, but using only your own data tells you nothing about how you’re doing against your competitors (AdWords is a live auction, after all).We recently ran an extensive analysis of more than 2,000 client accounts in all verticals, representing over $34 million in AdWords spend, to establish current, accurate average conversion rate (CVR) benchmarks for both Search and Display ads across 20 different industries: Advocacy, Auto, B2B, Consumer Services, Dating & Personals, E-Commerce, Education, Employment Services, Finance & Insurance, Health & Medical, Home Goods, Industrial Services, Legal, Real …

Google Posts are going to kill (at) local SEO

When Google+ launched many moons ago, the implied deal (regardless of Google’s protestations to the contrary) was that if you were active and added a ton of content to the service, you were going to show up better in Google’s main search results. Things didn’t really play out that way, particularly for local businesses, most of which didn’t have a clue as to what Google+ was or why their SEO guy was always asking them for stuff to post on it.Now we have Local Business Cards, powered by Google Posts (the same platform that brought us Candidate Cards). This new, experimental SERP feature is explicit about allowing businesses to post content directly into Google’s search results as scrollable cards. Google is presenting this as “an experimental new podium on Google,” but if this one sticks around, it is really going to kill local SEO for some businesses — and kill at local SEO for others.[Read the full article on Search Engine Land.]

via Marketing Land

Fight ad fraud through innovation… just like the ancient Greeks

Most people have heard of the Trojan War. But if you haven’t, the famous story surrounding the war goes something like this…The Greeks attacked the ancient city of Troy, only to discover that the walls were so strong that the only hope for victory was to lay siege to the city and starve the inhabitants out.But after 10 years of waiting, the Greeks realized their original strategy didn’t seem to be, well, working. They needed to innovate — fast — or else resign themselves to a shameful defeat.Cue the entry of innovation in the form of the now-famous Trojan horse: a hollow wooden horse the Greeks constructed and gave the Trojans as a gift. Of course, soldiers had hidden inside, and when the Trojans brought the gift inside the walls, the Greeks gained entry into the city undetected. After a 10-year war, innovation delivered (in a single night) a complete and utter Greek victory.Although ad fraud is technically also old news, it continues to make global headlines. Perhaps that’s because a…

Sprout Social’s Landscape optimizes images for the social web

Social media management tool Sprout Social today announces the launch of Landscape, a free tool that allows streamlined image resizing across the various social networks. With so many different social networks commanding different ideal image sizes, the company found a need for an all in one solution that makes managing images across these various social networks a bit easier. Since these networks are forever changing and the ideal image sizes, too, have needed to be changed on the basis of the evolution of the various sites images are posted to, the company felt it was necessary to keep marketers on the same page.“Sprout’s goal is to provide solutions that continuously improve communication between people and brands,” Justyn Howard, CEO of Sprout Social, said. “Images are a critical component of that effort and, when packaged in a professional way, elevate a brand’s social presence significantly and increase community engagement.”The free tool is open to all and was motivated by a 20…

How live audiences in real-time marketing are key to programmatic success

In the way that a lot people are freaked out about the possibility of a Donald Trump presidency, many in our industry are gnashing their teeth at the growing insurgency that is consumer ad blocking.In essence, just like many of the middle class in this country are shouting their frustration with the government through the vessel of the Trump campaign, people are revolting against the often intrusive and mostly irrelevant ads that are being served up.This is not the time or place for partisan politics, so I won’t comment on the presidential primaries, but I can tell you that ad blocking will be mitigated, if not eliminated, as a concern if we as an industry rededicate ourselves to consumer engagement and relationship building.No more scattershot desktop and mobile buys using outdated data; no more creepy, relentless cyber-stalking — otherwise known as bad retargeting.No, we are at a key inflection point in the programmatic revolution to truly deliver the highly targeted and relevant r…

Seven ways publishers have reacted to ad blockers

There is a growing concern among publishers regarding the rise of ad blockers from users who prefer to enjoy an ad-free experience, as this translates to a significant loss of revenue for them.
According to a report by Adobe and Page Fair, the loss reached $21.8 billion during 2015 and this has created an imperative need to tackle this increasing threat before it has any further impact on their existing advertising model (and their main source of profit).Ad blocking has turned into a very popular term during the past year and it’s not expected to lose its interest in 2016, as the trend moves from the early adopters to a bigger audience.Image source: TuneThere are many different responses to ad blocking from publishers and it’s interesting to note their range of reactions, from the discreet to the aggressive.Seven different ways publishers approach ad blocking1. The discreet approachThis is a polite and discreet approach that acknowledges the problem, without hiding the content from the…

Content marketing and personal branding go hand-in-hand

Most professionals reach a point in life where, even if you don’t have kids yourself, close friends unleash their recent college graduate offspring upon you for career advice. This has been happening a great deal lately (Suddenly all those Dylans and Dakotas are no longer three years old, but instead in their 20s. Time flies).Over the course of many a coffee date and email exchange, the one piece of advice I find myself dispensing most often to all these bright and eager young things is to work on building a personal brand to advance their professional ambitions.This realization was simultaneous with two other light bulbs igniting: The first is that this advice applies to anyone, regardless of age or résumé. The second is that all this personal branding boils down very neatly to content marketing, and therefore, to creating and applying a content strategy not to an organization, product or service, but to yourself.A personal content strategy, like an organizational one, will evolve ov…

MarTech Today: Digital newsrooms, SSPs & ad blocker detection

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:How to create your own digital newsroom
Mar 14, 2016 by Andrew Ruegger
Looking to create a way to effectively monitor real-time news in your industry? Columnist Andrew Ruegger shows you how to consolidate real-time information on publishers, publications and social trends to bring you the insights you need.“B2B Marketing Automation Platforms: A Marketer’s Guide” updated for 2016
Mar 14, 2016 by Digital Marketing Depot
The 4th Edition of Marketing Land’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software into your business.App streaming comes to Google search ads: Android users can try out apps for 10 minutes
Mar 14, 2016 by Ginny Marvin
Google introduced Search Trial Ads and other new features for Android d…

Google Analytics launches 360 Suite, promises a better view of the “complete customer journey”

Following the ‘micro-moment’ trend that Google has named and popularised for itself, Google has launched a suite of tools for its premium Analytics users, which promise to help better take advantage of customer behaviour “in the moment.”With companies swimming in data from an infinite number of channels, it’s harder than ever to get a genuinely complete view of the customer journey.Sure you can measure traffic to your site from online channels, but what about the effect your digital marketing has on offline store visits? What about when someone searches for a service on a mobile when out and about, how do you know you’re delivering the most relevant message to them?To help enterprises achieve a more personalised ‘customer centric’ way of marketing, Google Analytics has launched 360 Suite, “a set of integrated data and marketing analytics products,” the purpose of which is to make your brand genuinely useful to potential customers.Now putting aside any cynicism, anything that helps com…

Google launches its Analytics 360 Suite to provide better marketing measurement tools for “micro-moments”

Google is making a bigger play in the marketing data arena today, with the announcement that it is launching a new enterprise-oriented measurement platform called Google Analytics 360 Suite.In an announcement post appearing today on the blog Inside AdWords, Vice President of Analytics, Display, and Video Products Paul Muret wrote:“Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can’t cope: They’re too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard to find expertise.”Marketers today “are trying to engage with brief moments of engagement,” he told Marketing Land, those mostly mobile interactions that Google has described as micro-moments. “If the value is not delivered” at the right time within those brief opportunities, he added, “co…

How much do journalists and editors need to know about SEO?

How much SEO knowledge does a journalist need? Is it a key part of the job in the modern world, or should they just concentrate on writing? From my perspective, looking after the ClickZ and Search Engine Watch sites, it plays a big role in what we do. Especially this site – if we’re going to write about SEO, we should know what we’re talking about.I see it as being essential to the modern journalist or writer online. These skills will help you write for the web effectively and ensure that your content finds its audience.Let’s be clear though: the quality of content is the first consideration: if the article sucks then no amount of SEO knowledge is going to help. The ability to write is the thing.After that, it’s about giving the content you created and the site you write for the best chance in the search engines.This isn’t all down to the writer, but I think writers should be learning abut this. It’s a way to future-proof your career.The SEO tasks editors and writers don’t need to doI…

Samsung Galaxy A5 and Galaxy A7 (2016) Review

Samsung’s flagship phones in the Galaxy range are one of the most anticipated releases year after year and always pack the best possible hardware in them, and also come at a very premium price. But not everyone requires so much power. What if someone needed all the style and build that the flagship phones have, but can do with midrange specifications from within? What if some yearn for stylish and well built phones but cannot afford a flagship? The “A” series is what Samsung has for them that we saw do pretty well last year, but they had few issues. Stepping up in making the corrections, Samsung has launched the A5 and A7’s 2016 version. We did feel some improvements when we presented to you our first impressions, but how did the phones perform in real life? Find out as we unveil our detail review of the duo.Both phones are so much alike and have more similarities than differences, and hence we’ve clubbed the review but will call out differences when appropriate.We were impressed by t…