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Showing posts from April 5, 2016
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How to find relevant and proof terms for your content

The worlds of content marketing and SEO are constantly changing, and it can be difficult to keep up. If you’re like many business owners, you may find that all that costly and time-consuming content you’re creating just isn’t getting the search visibility you believe it deserves.Two new terms you may be hearing more about are “relevant” and “proof” terms. In their 2015 Ranking Factors report, Searchmetrics looked at top-ranking sites to see which factors were important for ranking, specifically in Google; two factors that were revealed to be integral were relevant and proof terms.Finding: The highest-ranking pages contained a 53-percent proportion of relevant terms.Relevant keywords are ones that suggest to Google that you’re providing comprehensive coverage of a topic. For example, if I were writing about the iPhone, I’d probably naturally use words throughout my article such as “technology,” “apps” and “iOS.” From scanning billions of other pages on the internet, many of which focus…

The 4 Cs: A recipe for precise remarketing campaigns

Last fall, I had a great time participating in “The Great PPC Account Structure Debate” at SMX East. And I loved reading how the debate shook down recently with a different panel at SMX West.You don’t have to have attended one of those sessions, though, to know that paid search people are passionate and vocal about their preferred account structure approaches. From speaker panels to articles to white papers, you could drown in the amount of information on structuring search campaigns (and shopping campaigns).If the well is overflowing on how to best structure “query-based” campaign types, it’s comparatively dry for another important campaign type: remarketing.In the last couple of months, I’ve built two different remarketing campaigns where the initial couple of days of performance data was not looking good. In both cases, I was so confident in the setup of those campaigns that I knew that something was wrong with either the website or the conversion tracking.In both cases, I discover…

WhatsApp’s Latest Bold Move is an End to End Encryption Feature

After a long day at work just as i was about to catch up with my WhatsApp messages i noticed something strange, clicking on the contact showed off a new encryption toggle which could be turned on for individual contacts(later i realized that it if the other user has already updated the his WhatsApp to the latest version than the encryption is on by default.). Initially having dismissed it as an old feature it took some moments after which it dawned upon me, WhatsApp has done it.If you follow the news it might be very likely that you have heard of the Apple Vs FBI case wherein the latter asked Apple to unlock the suspects iPhone and also ready a backchannel for future iPhones. Now WhatsApp seems to have directly challenged the eavesdroppers and the agencies by introducing the encryption for the individual chats.Mind it, introducing the encryption means that Government and other enforcement bodies will no more be able to spy on individual’s data and yes snooping is now going to be a lot…

Content marketing’s echo chamber

The content marketing industry has a problem. And if it’s not careful, it could go the way of the traditional advertising industry.If you’re reading this, odds are you work in content marketing. You either create content on behalf of clients or develop content in-house. You present content marketing best practices, set strategy and help colleagues or customers become better content marketers.Why should content marketers care about the demise of the traditional advertising agency model?To understand content marketing’s problem, we need to trace the trajectory of traditional advertising agencies, from their inception to reception and current degradation (a link to yet another think piece predicting advertising agencies’ demise).Advertising agencies’ inceptionVolney Palmer is often credited with opening the first advertising agency in Philadelphia in 1841–42. As printing took off, so did newspapers (roughly 2,000 in circulation at the time).Nascent advertising agents/agencies were initia…

Merger of Experticity and ReadyPulse combines offline and online influencers

Some of the products promoted by ReadyPulse’s influencers. Experticity is an influencer network that finds and supports offline advocates in brick-and-mortar stores and in the field, like a ski resort. ReadyPulse is a platform that emphasizes online influencers, helping brands connect with their advocates.Today, the two companies are announcing their merger. This creates, Experticity CEO Tom Stockham told me, “the first platform and first community” that supports a conversation between a customer and a product-passionate store employee in a physical store, as well as a product endorsement posted on a social network or an ecommerce site. Stockham is the former CEO of Ancestry.com and the ex-president of Ticketmaster.Neither of these companies nor the participating brands have directly paid their influencers, although they do offer free or discounted products. But freebies are not the driver, ReadyPulse CEO Dennis O’Malley said, adding that the real incentives are touting a product you’r…

Kik opens Bot Shop to encourage more fun and engaging chat

Kik has announced a third party development platform with the launch of its Bot Shop. Just as the name implies, the objective of the Bot Shop is to enable any developer to create engaging services via a bot that is exclusive to the Kik platform.There are three categories for launch: entertaining, gaming and useful. Launch partners including Imperson, Massively and Sequel, who will be working with developers to support them in building for the Kik bot experience. Already, fifteen bots are part of the launch, with bots from Funny Or Die, H&M, Riffsy, Sephora, Vine and The Weather Channel among the select few.Kik is popular among almost 40% US teens and 275 million users are registered on the service. As Ted Livingston, Kik’s CEO, acknowledged, utilizing bots encourages “users to have more fun and engaging experiences in Kik without having to leave the app,” through “low-friction experiences that don’t hurt the simplicity of chat.”As Imperson co-founder and CTO Eyal Pfeifel said of t…

Top Twitter accounts run up against the 140-character limit

Twitter has decided not to extend tweet lengths beyond the current 140-character limit. But would it matter if it did? To peek at how long tweets typically are, Marketing Land looked at 300 of the most popular brand, celebrity and media Twitter accounts, as listed by social analytics firm Socialbakers. Those accounts are already running up against Twitter’s 140-character limit, most commonly sending tweets with between 130 and 140 characters. Conceivably they’d fill up any extra character space Twitter would have given them.But, even though longer tweets are more popular among these accounts, they don’t appear to be any more popular among their audiences than shorter tweets. The data show that shorter tweets often average just as many retweets as longer ones and sometimes average more, especially celebrities’ tweets. In the chart below, you can check out the data for yourself, including what share of the tweets contained links, hashtags and photos or videos (spoiler: so many).To see h…

When is a search engine not a search engine? When it’s Google, says the EU

The European Union’s Network and Information Security (NIS) Directive is a piece of legislation, due to be adopted this spring, which lays out the first set of EU-wide cyber security rules.The final text was agreed on in December 2015, setting out a range of strategies for tackling and preventing cyber attacks and disruptions. Its proposals have been met with a lukewarm reception from the industries it covers, which include everything from digital technologies to social networks, financial institutions and ecommerce sites.Now, it seems like search engines might have the biggest bone to pick with the EU’s Directive – because according to the legislation, they aren’t search engines at all.The NIS Directive has settled on a definitive definition for an ‘online search engine’, what it is and what it does. According to the Directive:“‘Online search engine’ is a digital service that allows users to perform searches of in principle all websites or a geographical subset thereof, websites in a…

Data-driven storytelling: the intersection of numbers and narrative

Storytelling is a fundamentally important marketing discipline.Unfortunately, it is also one of the most overused buzzwords in our industry. Pundits use “storytelling” to refer to everything from anecdotes and case studies to persona-based marketing.To find a storytelling model that actually refers to the science of creating stories, marketers should consider a model based on Joseph Campbell’s “Hero’s Journey.”This model, which has recently become popular in the agency world, focuses on the genuine and well-documented science of persuasion through the use of mythic symbolism and narrative structure.This approach is increasingly essential because the science of corporate storytelling has evolved beyond merely generating buzz and sentiment to actually motivating behavioral change. What’s more, a new approach to marketing analytics called “explanatory analytics” is what makes this evolution possible.Storytelling is central to the human experienceHumans discovered long ago that stories ar…

How to beat the competiton in share of voice & share of market

Understanding the competitive landscape and your competitors’ positioning and strategy has become a prerequisite to modern-day digital marketing success.However, many marketers do not set competitive benchmarks before implementing digital strategies. Brands that do not understand how their digital campaigns — and their competitors’ activities — stack up in the market are losing millions of dollars to competitors as measured by traffic, conversions and revenue.In comparison, smart marketers are maximizing their digital performance by first understanding their competitors’ strategies and then, and only then, building intelligent digital campaigns based on where and how competitors are winning and losing online.Just as the coaches of winning sports teams scout the competition, brands must pay attention to the digital performance of their competitors to understand the strategies that they are running. This allows marketers and brands to build digital marketing strategies that outperform t…

Twitter will sell one-third of ads in NFL Thursday game streams

There’s a “Rudy” analogy in the news that Twitter has won the exclusive rights to stream 10 of the NFL’s Thursday Night Football games globally during the upcoming season. While Facebook, Amazon and Verizon were reported as the frontrunners for the digital live-streaming rights — at least until Facebook dropped out last week — Twitter was typically left on the sidelines. It shouldn’t have been.Like Notre Dame football’s unexpected hero, Twitter has spent the past three years working on its NFL relationship so that, when it got called into the game, it could make the big play. That happened on Tuesday. Three years after Twitter first secured the rights to stream NFL game highlights on its social network and sell ads against them — a deal it renewed in 2015 for two more years — the company has won the big one and was one of the lowest bidders. The company’s bill for the 10-game slate was in the low double-digit millions, according to a person familiar with the matter. Twitter declined t…

Improve your PPC in just 25 minutes this week

Been ignoring your PPC account for a while? Or perhaps you’re onboarding a new PPC client that needs some immediate love? I’ve got a plan for you…In just 25 minutes, you can start mending the health of any PPC account, starting this week.These tips will help you save wasted ad spend and boost efficiencies immediately while you work on a long-term plan in the background to re-launch a PPC strategy.Let’s have a closer look at the five steps in your new PPC regimen – each of which should only take about five minutes.Step 1: slash wasteful ad spendIn your AdWords dashboard via the search terms tab, set your date range for the past 30 days, then sort terms by the highest spenders. Do you see any irrelevant or very broad terms that are spending tons of dough? If so, negate those.We audited a PPC account once that was spending $1,000 a day on broad ‘jeans’ themed keywords, and it had a terrible conversion rate, as you might imagine. Search terms coming in included many instances of jeans.So …

Three ways to foster brand devotion in the Age of the Customer

Brands have long relied on loyalty programs to build customer devotion. Rewards programs designed to motivate shoppers to purchase more frequently have grown in membership year after year: a Colloquy survey found that US loyalty programs reached 3.3 billion members in 2014 — a 26-percent increase over just two years — and the average household belongs to 29 loyalty programs.However, a deeper look at this report suggests that the explosion in programs and overabundance of offers may actually be making them less effective at driving customer retention. According to the findings, more than half of loyalty program members don’t even participate in the programs, and active participation has been on the decline since 2010.At the same time, consumers are rapidly changing their behaviors, making it harder than ever for marketers to create and maintain relationships with them. It’s now “The Age of the Customer,” where empowered consumers shape the marketing landscape.They expect consistent and…

24 slightly depressing stats on the fall of Twitter

Despite its die-hard loyal user base, Twitter has been doing nothing but rubbing its fans up the wrong way for the last 12 months.Whether its been the adoption of a dreaded algorithm, a mooted 10,000 character increase, the killing of its share counts, the pointlessness of ‘Moments’, heck even changing its ‘favourite’ button from a star to a heart was a massive thing, there’s a good chance that if you log-in to Twitter you’ll find people kicking-off about Twitter.Much of this is down to the very fact that its users, especially its long-term ones who rode the crest of its initial popularity, are so loyal to the channel and don’t want to see it mutated beyond its unique purpose: serving concise sound-bites and sharing links in real-time.But as Twitter deals with a stagnant user growth, partly due to a trend away from public social to private messaging, partly because Twitter is difficult to master for new adopters, the company has to try new things in order to stay relevant.Tomorrow see…

For agencies, losing is the best way to win

Psychologically, losing makes a much larger impact than winning. You’ll understand this firsthand if you spend a few minutes at a casino. You win $100 in blackjack, and you feel good, but not euphoric; a few minutes later, you lose it all, and you are devastated.My thoughts in such a situation always turn to thinking about what I could have spent that money on instead of gambling. Economists call this “loss aversion,” although the 1980s hair band Cinderella probably summed it better by noting, “Don’t know what you got, ‘til it’s gone.”Agencies deal with loss all the time. Team members leave for another company, another agency is awarded an RFP, or an existing client switches agencies.Essentially, every week, someone is telling you you’ve lost — and the concurrent wins don’t make the losing feel any better. You’ve got to have thick skin to survive the agency world (and perhaps some would say a bit of masochism isn’t so bad, either).Equally important, agencies need to turn losses into w…

Native ads to make up 63 percent of mobile display ad spend by 2020, Facebook & IHS study finds

A new study on native advertising from Facebook and IHS Inc. accompanies new stats from Facebook on its Audience Network — the mobile ad network that recently branched out from in-app to mobile web publishers.According to the new report, by 2020, media buyers will spend $84.5 billion on mobile advertising with mobile accounting for 75.9 percent of all digital ad spend globally. Native will be as significant driver of mobile ad growth.Native in-stream ads will drive 63.2 percent of all mobile display advertising at $53 billion by 2020. The study anticipates third-party in-app native advertising (ads not running on Facebook) will be the fastest growing ad format in digital advertising and will grow at 70.7 percent compound annual growth rate between 2015 and 2020 to account for 10.6 percent of mobile display ad spend.The key driver for the significant rise of native ad units is that engagement rates are higher than traditional banners. The report finds that engagement rates are 20 to 60…

MarTech Today: Instagram’s algorithm, personal assistants & marketing automation

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:3 digital marketing pros sound off on upcoming Instagram algorithm
Apr 4, 2016 by Alison Zeringue
Many are anxious about Instagram’s announcement that feeds will soon be determined by an algorithm. But is there really cause to worry? Columnist Alison Zeringue asks three veteran digital marketers for their thoughts.[VIDEO] Marketing Land Live #7: April Fools’ gags gone bad, Snapchat 2.0 & more
Apr 4, 2016 by Matt McGee
If you missed our latest episode, watch the video replay below featuring Ginny Marvin, Amy Gesenhues, Tim Peterson and yours truly.The rise of personal assistants and the death of the search box
Apr 4, 2016 by Eric Enge
Columnist Eric Enge recaps the SMX West 2016 keynote by Googler Behshad Behzadi, who envisions a not-too-distant future in which voice search becomes more ubiquitous — and may even replace the search box.Ma…

First Impressions: Xiaomi Mi5, Samsung Galaxy S7 – Brothers from Other Mothers!

It is not often that you end up getting two Android flagships that seem cut from cloth that is largely similar and yet rendered into garments that are utterly different. The latest flagships from Samsung and Xiaomi can claim to be that. We have had both phones for a few days now, and yes, if we had a penny for every time we picked one up thinking it was the other in the initial period of possession, the old bank balance would be a darn sight healthier – yes, and this is in spite of the fact that one of the devices was black and the other white, and that one has a USB Type C port and the other a more routine micro USB one.The reason for this confusion stems from the fact that in terms of overall shape, both devices do bear more than a passing resemblance to each other. Viewed from in front, both come with almost identically sized displays (5.10 inches on the S7, 5.15 on the Mi 5), with an earpiece, camera and sensors above it; and a slightly elliptical front facing fingerprint sensor-c…

How to fix discrepancies in your web analytics data

Google Analytics, like every web analytics tool, does not deliver accurate data.There are many reasons behind this including:Visitors don’t allow JavaScriptVisitors block cookiesPages missing codeLocation of the code on the pageThere are certain actions though that can be exactly measured, as they are recorded in back end systems.We know exactly how many transactions are placed, leads are generated, contact forms submitted, etc. For these actions, we can audit the accuracy of the web analytics and identify errors in the tracking.This is critically important as these actions are nearly always macro conversions and, if they are not tracking correctly, we cannot evaluate the performance of marketing campaigns or the impact of website features.The problemThese actions can never be recorded 100% accurately in any web analytics tool (you should not try and report your revenue to the tax office using web analytics data) but they should only be 2%-3% off reality.If the difference is more than…