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Showing posts from April 4, 2016
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A Look at Apple’s Top Heavy Plan to Offload Refurbished iPhone’s in India

It’s no secret that Apple has been trying to sell its used iPhones in India and had also asked for a nod from the authorities in 2015, which eventually failed. This time around the Cupertino company seems to be aggressively trying to barge in to the Indian markets with its used handsets, as a consequence of which it has once again appealed to the authorities. This time around, the local Indian smartphone manufacturers have become vocal and vehemently opposed Apple’s second hand goods for the Indian market. Let’s take a shot at deducing the scenario brick by brick.The NeediPhones have always been expensive for Indians, thanks to the slabs of import duties and the other related costs. As of now, Apple is said to have a marginal influence over the Indian market with shares less than two percent. This is quintessentially due to the fact that we have a wider and a more voracious market for budget smartphones, in fact one report states that the average smartphone selling price in India is p…

[VIDEO] Marketing Land Live #7: April Fools’ gags gone bad, Snapchat 2.0 & more

Google loves to celebrate April Fools’ Day, but things didn’t go so well this year when a Gmail prank took things too far and caused a loud backlash from many users. That was the lead topic on the most recent edition our weekly live video show, Marketing Land Live.Marketing Land’s Ginny Marvin, Amy Gesenhues and Tim Peterson joined me for a conversation that also covered Snapchat’s big announcement last week, the latest on what brands are doing with live video and Google’s plans to overhaul the AdWords interface. The show runs about 48 minutes and you can watch the replay below. Be sure to scroll below the video for this week’s Show Notes, with links to the stories we talked about.We record new episodes of Marketing Land Live every Friday at 12:00 p.m. ET / 9:00 a.m. PT on Blab, so we hope you’ll make plans to join us live in the future.Show NotesSnapchat’s updated policies hint at bigger search, ad ambitionsSnapchat is testing ads that contain advertorials like listiclesSnapchat: Cha…

How to enhance your Google Knowledge Graph result (case study)

As Google continues to expand and roll out more Knowledge Graph results, we are now seeing opportunities to enhance the information within the Knowledge Graph panels.In February, Google started to allow official site representatives to edit/suggest changes to their Knowledge Graph panels.Here is an example of the message that appears to an official site representative when they are viewing their Knowledge Graph panel in the SERPs:This is a great feature, as it allows site owners to remove any incorrect information, as well as have the opportunity to update the content on an ongoing basis.However, this feature does not appear for all site representatives. So outside of being able to edit your Knowledge Graph result directly, the second option is to optimize the sources that power the Knowledge Graph result, such as Wikidata, to have accurate and more information appear in the panel.Recently, I was able to help one of my clients enhance their existing Knowledge Graph by adding more info…

The rise of personal assistants and the death of the search box

On March 1, Behshad Behzadi, Google’s director of conversational search, gave a keynote address at SMX West in San Jose. This keynote was loaded with insight into Google’s perspective on where search is today, and where it’s going.In today’s column, I’m going to provide a review of some of the things I took out of the keynote, then offer my thoughts on what the future holds. In short, I’m going to outline why this spells impending doom for the concept of a “search box.”We actually got some initial insight into this right at the beginning of the keynote. Google’s goal is to emulate the “Star Trek” computer, which allowed users to have conversations with the computer while accessing all of the world’s information at the same time. Here is an example clip showing a typical interaction between Captain Kirk and that computer: Behzadi also showed a clip from the movie, “Her,” and noted that “Star Trek” was imagining a future 200-plus years away (the show originally aired in the 1960s), and “…

Does Google stand a chance against Facebook in mobile display?

It’s no secret Facebook has been steadily building up its ad technology — directly challenging Google. These moves, coupled with the introduction of native ad formats that appear throughout Facebook’s mobile newsfeeds have propelled it past Google to become the leading seller of display advertising worldwide.The speed at which Facebook’s mobile ad offerings took off surprised analysts. In 2013, eMarketer’s projections had Google continuing to lead display advertising in the US through 2015. The firm’s updated estimates in 2015 paint a very different picture, with Facebook having been the leader since 2013, with share growing through 2017, in contrast to Google’s shrinking market share.In two years, eMarketer’s projections for Google and Facebook display revenue shifted dramatically. Click to enlarge. Research firm eMarketer estimates that mobile display surpassed desktop display ad spend last year, for the first time, in the US. Facebook took 33.5 percent of mobile display spend in the…

3 digital marketing pros sound off on upcoming Instagram algorithm

Author Robert C. Gallagher once said, “Change is inevitable — except from a vending machine.”In digital marketing, we know this all too well. We know that as soon as we get comfortable with a platform, and maybe even achieve a level of mastery, it’s going to change, and we’ll adapt. So why is everyone freaking out about the upcoming Instagram algorithm?For a couple of days last week, every brand or business on Instagram was posting a “turn on post notifications” image in a desperate attempt to preserve their visibility on the currently reverse-chronological feed platform.Personally, one of the things I enjoy most about Instagram is the lack of an algorithm. It works for me because I’ve intentionally been more selective about who I follow on Instagram compared to other social networks. As such, I don’t mind seeing posts in a reverse-chronological order, and I think a lot of users agree.For many Instagram users, however, it’s common to follow hundreds of other accounts, making the exper…

Nearly 80 percent of social media time now spent on mobile devices

Twin Design / Shutterstock.com One of the more revealing discussions in comScore’s 2016 U.S. Cross-Platform Future in Focus is about social media. It illustrates how mobile social media access has become. It also vividly shows how dominant Facebook is.Roughly 1 in 5 minutes (19 percent) of all digital media time is spent on social sites or in social media apps across the desktop and PC. This exceeds all other categories in the report outside of the composite “other.” And, as the chart above shows, nearly 80 percent of all social media time is spent on mobile.The demographic composition of each of the social networks is generally similar, with one major exception — Snapchat. Instagram, tumblr, Vine and Snapchat skew somewhat younger than the others. However Snapchat is the true outlier, with 76 percent of its audience under 34. From an advertising standpoint this is its unique selling proposition to brands that want to reach younger consumers.In terms of time spent, however, Facebook is…

Why you should be using out-stream video ads

Digital video ad spend in the US is on the rise, with eMarketer expecting it to reach $9.84 billion and represent 19.6 percent of total digital ad spending this year and reach $16.69 billion by 2020. But as this channel grows to account for 13.3 percent of total digital ad dollars, advertisers are stifled by the limited supply of true pre-roll inventory available in the marketplace. Enter out-stream.Out-stream impressions are video ad units unaccompanied by content. While a pre-roll or mid-roll ad requires a publisher’s video to wrap around, an out-stream ad is a video ad unit not tied to any piece of publisher video content. Instead of running within a standard video player, these high-quality impressions can run within standard ad placements, on the corner of the page, or even within the content of a written article. They are designed to be 100 percent viewable, only deploying and playing when the unit is onscreen and the consumer is moving the page around.Available inventory isn’t …

Have we reached peak content? Insights and issues highlighted by #ClickZChat

We’ve spoken a lot about the problem of peak content recently.With so many more businesses now adopting publishing models to reach their audience and focus on inbound, it is becoming harder for both users and distributors to cut through the noise and uncover the really useful information out there.Of course, it’s fairly easy for us to spout opinion on this issue, but we wanted to know first hand how this is affecting marketers, so we decided to kick off our inaugural #ClickZChat on Twitter by asking our followers about the issues and possible solutions.We’re kicking off #ClickZChat here at noon EST today – get ready to tell us what you think about Peak Content. http://pic.twitter.com/qWvIyPOM7d— ClickZ (@ClickZ) March 30, 2016We decided to start by asking: is there really an issue here? Do you believe that we’ve reached (or are heading for) peak content? The point when there is so much information available that it becomes effectively useless?Q1: Do you believe we have reached ‘peak c…

Managing a marketing automation campaign shouldn’t require a computer science degree

I stand before you today as a marketer. A modern marketer, if you will. We hear a lot about campaigns in our business. It is the core of what we do.These campaigns are our attempt to meet a goal in a specific time frame. Usually, there are prospects involved. And the goal is about getting those prospects to take an action.This typically starts with a prospect engaging with our marketing content in some manner, often downloading an e-book or white paper in exchange for their contact information. And the successful transaction is completed when the prospect makes a purchase and becomes a customer.In our heads, we hear angelic voices singing when that happens. But that’s because marketers have a high opinion of themselves. The sales team just bangs a gong.There was a time when you didn’t carry a phone in your pocket. It’s hard to remember that time. There was also a time when we didn’t manage campaigns with technology. My friend, Brian Hansford of Heinz Marketing, says marketing departme…

21 quick ways to find inspiration for creating content

There is an increasing need for online content, and both content writers and content marketers know the struggle of constantly seeking the next great post.It’s not always easy to come up with a content idea that will lead to an interesting post, especially when there’s time pressure or, simply, lack of inspiration.In order to maintain your productivity and feel inspired for your next post, it is helpful to get organised in advance and create a list of resources and tools that will help you find an idea for your next post.I’ve compiled just such a list to help you next time you run out of inspiration…Social media and trending topicsSocial media may turn into your primary source of inspiration for your next post’s topic, especially when you know how to organise what you come across from time to time.Facebook’s saved postsFacebook introduced the ability to save posts, links, pages, videos back in 2014 and this has significantly changed the way we consume content, both personally and prof…

3 big brands that totally “get” content marketing

It’s been proven time and time again that content marketing works. Numerous case studies floating around the interwebs show its efficacy for small and medium-sized businesses.But how about some larger brands? Is it prohibitively difficult to put together a comprehensive content strategy with so many moving parts, global markets and countless decision-makers?Not at all. Large brands have successfully adopted content marketing and done it at a scale that works for their business model. Here are three brands — one large non-profit, one B2C company and one global B2B organization — that all prove that big organizations can do it, too… and also offer us all a little inspiration.Environmental Working GroupEnvironmental Working Group is a DC-based non-profit, non-partisan organization dedicated to environmental research. Their mission is to “empower you to get to know your environment and protect your health.”That statement seems to double nicely as an editorial mission statement for the gre…

MarTech Today: Overlapping tech, Bing Ads’ UET & the rise of personal assistants

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Martech: What happens when you’ve been over-served?
Apr 1, 2016 by Scott Vaughan
Has your organization become bogged down by marketing technology? Are you dealing with overlapping solutions or tech that no longer works with your processes? If so, columnist Scott Vaughan has advice for getting back to basics.Retooling mail optimization: how real-time actions put direct mail back into fashion
Apr 1, 2016 by Lewis Gersh
What if you could take the data from your digital marketing efforts and apply it to your direct mail campaigns? Columnist Lewis Gersh explains how real-time, intent-driven data can be used to enhance this tried-and-true marketing channel.Still hanging onto Bing Ads Campaign Analytics? Time to switch to UET
Apr 1, 2016 by Ginny Marvin
Only UET will be supported for conversion tracking by the end of June.
The rise of personal assistants…

How does Google determine my local ranking?

Google has just updated how it determines your business’s local ranking.Another week, another step towards Google becoming a damn sight more transparent than we’re used to. If it wasn’t enough that Google revealed its top three ranking signals for organic search last Friday, this Friday it revealed a new ranking signal for local search… Prominence.As noticed by Mike Blumenthal, and reported by SEJ over the weekend, Google has updated its Google My Business help page.This resource details how you can improve your local rankings with practical guidance on keeping your business information complete and accurate (physical address, phone number, category), verifying your location(s), keeping your opening hours accurate and managing customer reviews.It also lists the ways in which Google determines your local ranking…How Google ranks your business for local searchRelevanceHow well does your local listing match what someone is searching for? This is why you business information should always…