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Showing posts from March 23, 2016
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Snapchat Discover’s caption button makes videos audio-agnostic

Snapchat Discover publishers like Mashable and Tastemade have used the closed-captioning button to make their videos audio-optional. A lot of people are watching videos on their phones, many of them without their headphones on. That poses a problem for video services and publishers who don’t want to alienate that audio-averse audience. It has also led to a rise in closed-captioned videos online, a trend that Snapchat has joined.Snapchat has quietly added a caption button that Discover publishers can use to make their videos audio-optional. When a publisher has made the option available, people can click the button to toggle on subtitles in order to watch a video without sound. A Snapchat spokesperson confirmed that the company introduced the closed captions for long-form videos within Discover about a month ago, but declined to say whether there are any plans to extend them to other videos within Snapchat such as Live Stories or individuals’ stories.The Snapchat-enabled captioning hasn…

Facebook launches Delivery Insights to help advertisers make better ads

To help advertisers better understand how well their ads are competing in the auction, Facebook is rolling outDelivery Insights in Ads Manager.The new tool surfaces ad sets that are under-delivering and not reaching as many people as they could be. Delivery Insights gives the advertiser information about why the ad set it is under-performing and offers optimization recommendations to make the ad sets more competitive in the auction.Advertisers will find this feedback both the “Delivery” column at the campaign level and the ad set level and a tab under “Tools” in Ads Manager.Delivery Insights will be rolling out globally beginning in a few weeks.In addition to announcing Delivery Insights, Wednesday’s blog post offers advertisers tips for improving ad deliverability and a refresher on total bid value (which determines which ad wins the auction) as a kick off of Facebook’s new education initiative to help advertisers better understand how the ad auction works.In a statement to Marketing…

Link building is a human endeavor

Since the beginning of SEO, link building has been about human connection. People like Eric Ward were building links on the web before search engines like Google existed. Ward and other link-building pioneers weren’t building links for SEO and search crawlers — they were building links for human readers and site owners, helping connect people to the information they sought.People rely on the internet in their day-to-day lives more now than they ever have before, and the web is fueled by links. Search engines may be able to track links and even analyze them to a degree, but links are first and foremost designed to serve people. It takes human minds to create links that are truly valuable to other humans.Link building is a human endeavor.Google is devaluing spam and manipulationLink building is no longer about manipulation.Google has gotten much better at detecting manipulation and link spam — and is continuing to improve. Gone are the days of auto-generating thousands of shoddy links a…

Evangelizing organic search success: 5 steps to elevate performance

Working in the community of over 20,000 search and content professionals that our company (BrightEdge) has built, skilled practitioners often ask me how they can best elevate themselves professionally.Even though they get results, they often have trouble securing the buy-in they need from key stakeholders. The result is that neither the marketer nor the business is able to reach its full potential.The solution? Organic search evangelism.Evangelizing what you do in any organization is challenging. It can be especially difficult when organizations have complex structures and fragmented business units that are all fighting for executive leadership attention.Organic search marketers must therefore have the ability to translate their activity into successful business outcomes. The most successful organic search marketers I know have built sophisticated skill sets that enable them to not just get results, but to effectively communicate SEO’s business value within an organization.It is impor…

Local marketing: What is the true local web?

If you’re just in Yelp or the Yellow Pages, you’re not truly “local” yet. You’re missing out on audiences native to a particular city.Yes, you have to be in these big directories. But marketing in the true local web means creating campaigns relevant to audiences where they live.In this piece, I’ll outline our team’s recent findings on the anatomy of the true local web, with a focus on how “Web National” brands and app developers can organically access local customers in any community.What is the “true local web?”The true local web is composed of websites that are published by actual local organizations, as opposed to websites that are created by national publishers that don’t have a real local presence. In other words, these are websites published by entities with actual addresses in the city you’re trying to market to.The true local web includes not just local retail or service businesses within a given city, but other organizations, as well. It includes the nonprofits. The arts. The…

Can artificial intelligence save social?

There has been a lot of talk in the recent past about the ‘demise of Twitter’. Will the platform continue in the future, or will it slide slowly into irrelevancy?It’s a complicated question, but not one without precedent. One only has to look at the fortunes of MySpace to realise that no social platform is too big to fail.I have always believed one of the key issues is that new users find Twitter confusing. Onboarding is a struggle because in an attempt to drive new connections and higher ad revenue, the company focuses on ‘mainstream’ content.TV shows, large sporting events, huge movie or music releases. While these are undeniably important talking points, this approach plunges a user into a torrent of content with no means to easily separate solid commentary from noise (Chris Lake commented extensively on this in his excellent post earlier this year).Unable to find depth, new users become disenchanted with the experience and leave, while advertisers are encouraged to push towards ev…

What is Digital Leadership?

I have a difficult task. In order to promote our upcoming two-day digital marketing event called Shift, taking place in London on 24 – 25 May, I have to define what it means to be a digital leader.Why ‘difficult’? Well if you’ve noticed our own editorial shift over the past 6 months on SEW and ClickZ, then you’ll be aware what a dislike we’ve taken towards buzzwords. It’s the digital marketing industry, there are a lot of them about. But confetti-like usage of jargon doesn’t help anybody.The main focus of Shift 2016 is to help you become a ‘digital leader’. However this is a hugely wide-ranging term that can mean a vast array of things. And as we all know, the more general a term is, the more open to interpretation it is, and the more chance someone will flower it up with unnecessary language. Just check out the Wikipedia definition of ‘single customer view’.So here I am, about to answer the question ‘what is Digital Leadership?’ as clearly and succinctly as possible without sounding …

5 major changes that could revolutionize social media this year

In marketing, it pays to stay ahead of the curve. New trends, new technologies and new consumer expectations force you to change your game or get outpaced by the competition.In no arena is this more pressing or evident than in social media. Social media commands a wide audience, has roots in technology and comprises dozens of platforms, all evolving to one-up each other on a large scale. The result is a faster pace and higher universal demand when it comes to paradigm shifts and major changes.This year, we’re either in the middle of or on the precipice of several game-changing shifts that could revolutionize the world of social media as we know it. Are we entering a world where messages are transmitted by thought, or where our profile information is stored on subdermal microchips? Not quite.But if your brand wants to stay relevant in the eyes of your customers, you have no choice but to adapt to the following incoming or ongoing changes.1. The diminishing returns of organic contentYou…

6 signs marketing is in a mobile engagement crisis

We weren’t measuring mobile engagement when the iPhone first launched in 2007, but if we were, I have a hunch that the numbers would have been through the roof.When the iPhone arrived on the scene, apps were novel and a delight for users who had been fumbling with old-school phones with overloaded keyboards and terrible interfaces. Users also had no expectations for the new phone; everything was fresh, shiny and, most importantly, infinitely engaging.Since then, a lot has changed. The popularity of mobile and apps has risen to higher peaks than we ever could have imagined.Mobile is now the cornerstone of many brands, with companies making apps not just a vital component, but for some, the entire basis for their business. Mobile has moved from being solely an engineering focus to a critical area that marketers must master in order to build strong, profitable relationships with their customers.Consumer expectations and behaviors also have changed dramatically. Consumers have come to exp…

MarTech Today: Adobe’s next-gen Marketing Cloud, building a marketing stack & Stackie Award winners

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:Adobe unveils its next-generation Marketing Cloud
Mar 22, 2016 by Barry Levine
It’s raining new features, including a Cross-Device Co-op, additional intelligent assistants, and a fuller integration between the Cloud and the Over-The-Top video-oriented Primetime.IAB offers tactical advice for publishers tackling viewability
Mar 22, 2016 by Ginny Marvin
With tips for increasing viewable impressions of desktop display and video ads.News from the #MarTech Conference trade show floor
Mar 22, 2016 by Marketing Land Staff
Product upgrades, integration announcements and highlights from the trade show floor at the 2016 MarTech Conference in San Francisco.#MarTech Conference: Ultimate guide to building a martech stack
Mar 22, 2016 by Nancy White
Contributor Nancy White recaps a lively presentation by marketing technologist Travis Wright, who lays out…

Three recent changes to Google Shopping you need to be aware of

If you haven’t noticed by now, Google Shopping is taking center-stage for retailers as we move deeper into 2016 – with more traffic, more tests and more features.You certainly wouldn’t have missed Google removing text ads on the right-hand rail of their search engine results pages, leaving the space wide-open for even more product listing ads (PLAs).With this update, it’s important to understand the changes taking place made to accommodate for an increased amount of advertisers spending on Google Shopping Campaigns.Here are some of the latest updates you need to be aware of:PLAs getting more third-party trafficIn 2014, Google announced it was partnering with a number of retail and ecommerce sites to allow them to show product listing ads on their web properties. This was dubbed ‘Adsense for Shopping’, and after some initial buzz in the paid search community — all we heard were crickets.Fast-forward to Merkle’s recent Digital Marketing Report and you can see huge spikes to Google’s Sea…

Did the Chinese Brands Make Apple Blink?

So, there were no real surprises when the curtain came down perhaps for the last time on a product presentation at the Cupertino Campus – no, we are not being morbid, they will move to a snazzier new venue next time, Apple CEO Tim Cook hinted. There was a smaller iPhone, a less expensive Apple Watch and a smaller iPad (by iPad Pro standards, that is). Of the three, it was the iPhone, christened the iPhone SE, that got the most attention, not least because it saw Apple return to the four inch display after two years. It was logical, many said. After all, Apple had championed the more compact iPhone for years against larger sized opposition. It was in a way going back to its roots.True but then the Cupertino company itself had also abandoned that smaller form factor (except in the iPod touch) and moved to a larger one. Yes, Apple did sell 30 million 4.0-inch display devices last year as per a slide in the presentation, but it sold many more large screened ones (for the record, Apple sol…

Xiaomi Mi TV 3S 63-inch Curved 4K TV and 43-inch FHD TV Announced in China

Ever since it was launched in last year Xiaomi’s Mi TV has pretty much become an attention grabber, the impressive set of features and the equally impressive price tag seems to have done the trick. Xiaomi in a bid to expand its TV offering has announced Mi TV 3S, a new line-up inclusive of a 63-inch 4K curved TV which ironically bakes in a display from Samsung. Mi TV have been known for its sleek profile and the curved TV is no different thanks to the 5.9-mm slim metal body along with the support for 6-piece Mi TV Bar sound system.In essence Xiaomi has unveiled two variant’s in the new 3S line-up, one being the 63-inch curved TV we talked about and the another one is a 43-inch flat pane FHD TV. The Xiaomi Mi TV 3S 63-inch curved is powered by a 1.4GHz quad core Mstar 6A928 SoC and a 2GB of RAM alongside an Internal storage of 8GB. The 63-inch curved display boasts of 176-degree viewing angle, dynamic response of 8ms, 4000:1 contrast ration and a 78% NTSC colour Gamut.On the connectivi…

Apple Patches iOS, OS X, watchOS and tvOS, Squashes Overwhelming Number of Security Issues

Apple is seeding security updates that aims at fixing most of the recent threats that were looming large. This includes the  iOS flaw that made it easier for the attackers to decrypt iMessages raising severe security concerns. Furthermore, the attacks by Wi-Fi Networks, PDF files, fonts and other types of files on the iOS devices and the OSX computers have made the things worse.The security voids would potentially make your system susceptible to a numerous kinds of attack including, hijacking, password theft, remote code executions and also the infamous ransomware. Apple devices have undoubtedly been compromised and the update we are talking about is like a jab of antidote that is expected to put an end to the security exploits.If you own an iOS device update to the iOS 9.3, which brings in a host of security fixes making your iPhone or an iPad much safer. The update fixes the bug that would allow remote control attackers, attacks by opening up malicious PDF files, fixing kernels whic…

Sudhin Mathur: Gently Backing into the Spotlight

“Have you had lunch?”Sudhin Mathur is one of the few senior executives in Indian tech who starts most media interactions with a query of his own. It could be about how the interviewer is feeling, the weather, or the traffic situation. Anything but technology. In an increasingly media savvy tech world, he is a breeze from a less hectic past, representing an olde worlde courtesy that is becoming all too rare to find these days.He is also at the vanguard of arguably the biggest surprise in the Indian mobile phone market over the past year and a half, Lenovo. In a period of two years, the brand, which was relatively unknown in the Indian phone market, is now the third largest player in terms of both value and volume, albeit in combination with a certain Motorola (Lenovo took over the brand in 2014). Interestingly, Mathur came in as “Director, smartphones” for Lenovo India in 2013. I remember reading the statement announcing his appointment, which highlighted his notable achievements when …

Marketing Land’s SocialPro is bigger and better. Save $300 today!

Marketing Land’s SocialPro is coming to Seattle June 20-21! SocialPro is the only conference crafted for those OBSESSED with social media marketing — whether you’re an in-house marketer or a digital agency professional, you’ll learn tips and strategies to boost your performance on owned, earned or paid campaigns. Check out the tactic-rich agenda to see what’s in store!Eager to find out what to expect at SocialPro? Check out last year’s highlights, then register by April 23 to lock in the lowest conference rates!Marketing Land’s columnist Eric Enge recaps the super tools to help you create, manage, promote and measure your social efforts. These include: Github, a software collaboration and code repository, and writing code to help extract and connect data between different social platforms.For insight analytics and reporting, NetBase offers in-depth capabilities for social listening. You can use this to better understand your brand and sentiment about your company and learn more about …

#MarTech Conference: Marketers are going Agile to keep up with customers

Monday’s panel on Agile Marketing at the MarTech conference One of the hottest topics at our MarTech conference — now taking place in San Francisco — is a more flexible approach to working with marketing technology.It’s called Agile Marketing and, as evidenced by its frequent mentions at the conference, it’s catching hold. Inspired by Agile Software Development, it eshews big planning documents and a “waterfall” approach where one fixed work phase leads into another. Instead, it relies on small teams, flexible goals, and short-turnaround testing and revisions.In a lunchtime presentation on the subject, work management software provider Workfront executives Brent Bird and Chris Savoie itemized the key characteristics:Early and continuous delivery for enhanced customer satisfactionContinually iterate with changing requirementsClose, daily cooperation among teamsAttention to quality content and designSimplicityMarketing teams will become more involved, visible and accountableAchievements …

Marketing Day: The MarTech Conference, a social media index & Adobe’s Marketing Cloud

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:IAB offers tactical advice for publishers tackling viewability
Mar 22, 2016 by Ginny Marvin
With tips for increasing viewable impressions of desktop display and video ads. News from the #MarTech Conference trade show floor
Mar 22, 2016 by Marketing Land Staff
Product upgrades, integration announcements and highlights from the trade show floor at the 2016 MarTech Conference in San Francisco. #MarTech Conference: Ultimate guide to building a martech stack
Mar 22, 2016 by Nancy White
Contributor Nancy White recaps a lively presentation by marketing technologist Travis Wright, who lays out the tools you’ll need to build a successful martech stack. TrackMaven releases 2016 Social Media Inflation Index: Instagram growth is huge
Mar 22, 2016 by Tamar Weinberg
Content analytics firm TrackMaven released data showing the popularity of brands across socia…