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Showing posts from April 20, 2016
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How to succeed with pay-per-call marketing in a mobile-first world

In today’s mobile‐first world, marketers must adopt new advertising and optimization strategies to unleash the full power of pay‐per‐call marketing.This white paper from DialogTech will help advertisers, publishers, and networks new to pay‐per‐call get started, and those already doing it improve current pay‐per‐call campaigns.Visit Digital Marketing Depot to download “Pay-Per-Call Marketing in a Mobile-First World.”

via Marketing Land

Report: 74% of B2B content marketers have a strategy; only 22% rate it effective

According to Content Marketing Institute’s latest B2B enterprise content marketing report, 74 percent of the content marketers surveyed said they have a content marketing strategy in place, but only 22 percent rated their content marketing efforts effective.Based on survey responses from 335 respondents that identified as B2B enterprise marketers across “a full range” of industries, the report covers content marketing tactics, benchmarks and budgets.Eighty-seven percent of the survey respondents said they use some form of content marketing. Of the 74 percent of respondents that claimed they have a content marketing strategy, only 35 percent document their strategy.While 22 percent rated their efforts effective or very effective – the large majority of respondents (52%) were “neutral” when asked to rate their content marketing effectiveness on a scale from 1 to 5.B2B enterprise content marketers rate effectiveness of their content marketing:The top three most used content marketing tac…

Google News gets AMPd with new carousel feature more stories in the feed

Google adding a new AMP carousel and more AMP-enabled content to its News apps. The horizontally scrolling carousel will feature 14 AMP-powered stories. In addition, stories throughout the vertical stream that use AMP will feature a lightning icon.Here’s what it looks like for the iOS Google News app:The launch is for US English content. Other languages and countries are coming, according to the company.In my brief experience with it this morning I found that the carousel scrolls very quickly and the individual stories display with virtually zero load time. Google has said that “AMP documents load an average of 4 times faster and use 10 times less data than the equivalent non-amp’ed result.”Google has said that 75,000 publishers have adopted AMP to date.Beyond the greater speed, AMP-formatted stories don’t have pop-ups or interstitials, which makes for a better user experience overall. Google is quick to point out however that AMP gives publishers considerable flexibility on how to mo…

Insightpool adds Facebook Topic Data to its Audience Insights product

Insightpool has announced the addition of Facebook Topic Data to Audience Insights, a new module in its social media marketing platform.Like others before it, Insightpool’s topic data comes via a deal with DataSift, the company that Facebook partnered with last year to open up its data firehose to select marketers. Here’s how Facebook described topic data in its announcement last year:Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. Marketers use the information from topic data to make better decisions about how they market on Facebook and other channels, and build product roadmaps.“Insightpool Audience Insights enables marketers to separate the signal from the noise when it come to Facebook data,” says Insightpool CEO Devon Wijesinghe in today’s announcement. “Our solution allows marketers to make use of the data Facebook has on consumer interactions and engagements in…

Content monetization platform Piano launches Composer for content personalization and paywalls

An illustration from Piano’s web site. Marketers who want to present customized experiences to segments of their website visitors — and possibly charge for them — now have another choice.Content monetization platform Piano has released its second product, a rules-engine called Composer that enables publishers to set up conditions for which content is presented when to segments of visitors, as well as when paywalls are set up.Founded last year, the New York City-based company’s other product is VX/Value Exchange, a commerce platform for handling subscriptions with such features as variable pricing or recurrent payment. Piano was formed last year from the merger of two other content monetizers, Tinypass and Piano Media.CEO Trevor Kaufman told me that Composer is intended to handle business rules while VX takes care of the subscriptions. Using Composer, he said, a publisher might want “people to see five videos and then have to register.”Integrations with third-party platforms are now in …

As search changes Google changes

Everything we know about search is changing fundamentally. An explosion of devices and technologies continues to shape how and where we search.The notion of jumping onto our laptops and typing search terms on Google.com feels increasingly quaint — something the search giant is sensing and responding to. Advertisers need to, as well.Search evolvesFor many years, the user interface for search remained unchanged. You visited a search engine like Google on your desktop, typed a request for information and got a list of reasonably useful answers in return.But, seemingly overnight, everything changed. Now, searching means utilizing a wide range of interfaces, including GPS devices, wearables, smart objects such as Amazon Echo and operating systems such as iOS and Android. Oh, and we’re not just lounging on our sofas at home when we search. We’re searching on the go.Because we want information on the fly, and because we rely on a number of interfaces to find what we want, our search behavior…

Thinking smarter: Take your SEO work to the next level

Search engine optimization is a complex marketing discipline, and it can be a challenge to perform high-level, high-quality SEO work every single day. When you’re working hard to get the best results for your client, it can be tempting to cut corners here and there to meet (or even beat) deadlines.While this approach may be effective sometimes, ultimately, it can create more work for you down the line. By taking the time to be thorough, you can anticipate and avoid future obstacles that impede progress and create headaches for you and the client.Let’s discuss a variety of ways that you can think smarter in order to create a more streamlined working experience.Ensure you have all necessary materials before you start the SEO projectWe’ve all been there: You begin to work on an SEO project and find out that you are missing a critical part of what makes the project tick. If you deal with large teams and international brands, chances are that part of the project slipped through the cracks.…

How mobile transformed an 80 year-old catalogue retailer

In four years Shop Direct has gone from selling the majority of its products via twice yearly catalogue to an entirely digital operation that sell the majority of its products via the mobile web.British catalogue retailer Shop Direct has transformed itself from a paper-based into a pure-play digital business.In 2012, 72% of sales came from catalogues. In 2016 it will be 0%. Today Shop Direct’s £1.8 billion business is 100% digital.The first mobile web sale was booked in early 2010, now mobile accounts for a whopping 61% of revenue and is still growing strongly. And how has it effected the bottom line? Well, last financial year pre-tax profits for the group were up 78%.Jonathan Wall, Group ecommerce director, explains to ClickZ how mobile came to dominate Shop Direct’s business.Tell me about how things have changed since you put out your last catalogue.There has been a huge transformation of the business from being a catalogue to an online retailer. Our last catalogue was produced in A…

Email deliverability issues? Here are the 5 questions you should be asking

Email marketing is the most important vehicle for reaching new and existing customers throughout the year. Businesses can utilize email marketing campaigns as a way to showcase new products, introduce new promotions and re-engage customers who haven’t shopped in a while.But with more than 20 percent of legitimate marketing email never reaching the recipient’s inbox, businesses need to follow some key steps to ensure their email marketing campaigns are successful. Here are some of the top questions you should be asking if you want to get to the bottom of your email deliverability issues.Do you know your sender reputation?The delivery rate of your email marketing campaign relies heavily on your sending reputation. Internet service providers (ISPs) monitor many factors to decide whether or not to block certain emails, but your sender reputation is at the top of the list. If you have a poor sender reputation, you’re compromising your chances of reaching the inbox.Maintaining your sender r…

5 must-do push notification best practices for mobile marketers

Burning and churning. If you had asked me a year or two ago, those aren’t words I would’ve used to describe the status of your average mobile user base. But, as I mentioned last month, times have changed, and we’re now in a mobile engagement crisis — so those words are now top of mind for me and many other mobile marketers.While we have increasingly powerful tools like push messages and in-app messages at our fingertips, consumers are becoming jaded. Our recent research shows that a whopping 52 percent of consumers view them as an “annoying distraction.”So, what’s a marketer to do?Over the past few weeks, I considered this question head-on. I dug into research around our broad customer base and surfaced a number of push notification best practices that can help marketers create the deep, personalized relationships that delight users. Below, I’ve outlined the top five.Best practice #1: Think bigWhen integrating push notifications into your engagement strategy, be sure you are deliverin…

Europe says Google broke antitrust law with app rules Android contracts

As expected Google has been hit with a formal “Statement of Objections” (antitrust charges) by the European Commission regarding its Android operating system and related practices. The charges focus on the requirement that handset makers pre-install selected Google apps (search and Chrome in particular) in exchange for access to the Google Play app store.The Android claims are substantially about Google mobile search and the degree to which Google’s actions seek to maintain its dominance in search. This parallels the Commission’s vertical (shopping) search case, which is still unresolved.The Statement of Objections asserts that phone makers are illegally constrained by Google’s contractual agreements, which serve to “strengthen Google’s dominant position in general internet search, and adversely affect competition in the market for mobile browsers.”The most concise statement of the EC’s claims is laid out in its press release. It says that Google broke European antitrust law by:requir…

23 up-to-date stats and facts about Instagram you need to know

Today we embark on our fourth weekly #ClickZChat, where the good people of SEW and ClickZ take to Twitter to discuss with our expert friends and followers a particularly burning digital marketing related issue.For this week’s chat, we’ll be talking about Instagram and its rise in value for marketers, so please join us at 12pm EST (5pm UK) on Wednesday 20 April.As preparation for the discussion, I’ve pulled together as many stats relating to Instagram as I could possibly find, many of which should provide fuel for the conversation and maybe aid your own social media strategy.Please note: many of these stats were researched and published in a ClickZ article by Leighann Morris from last year, and I have updated the numbers wherever possible.1. Instagram has more than 400 million monthly active users2. More than 75% of those users are outside the U.S.3. More than 30 billion photos have been shared4. Instagram users generate 3.5 billion likes per day5. More than 80 million photos are uploa…

5 exercises to strengthen your social media marketing skills

The only way to get better at something is to practice. You can read up on news, take advice from mentors, brainstorm and come up with new strategies, but the only real way to improve your skill set is to put it to use and gain experience.In the social media marketing world, this is difficult; your campaign is a running experiment, forcing you to adapt on the fly and feel the consequences of the harsh lessons you encounter along the way.In a way, this is like being on a professional sports team and only getting to sharpen your skills during actual games. The learning curve is steep in a high-pressure environment. But professional sports don’t work this way — players engage in practice sessions, drills, and exhibition matches to refine their skills long before they ever compete for real.So why can’t we develop the same approach to social media marketing?To solve this problem, I’ve come up with a handful of exercises you can use to sharpen your social media marketing skills without the …

MarTech Today: YouTubes 360-degree live video Microsoft Pulse adds video & app-less beacons

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:YouTube launches 360-degree live videos & adds spatial audio for on-demand videos
Apr 19, 2016 by Amy Gesenhues
YouTube says its latest features create a more “immersive” video experience.Microsoft’s user-response Pulse platform now supports on-demand video
Apr 19, 2016 by Barry Levine
Moving beyond live transmissions, the free Pulse can serve as a more versatile tool for video-based marketing or education.Beacon marketers have new ways around app download requirement
Apr 19, 2016 by Greg Sterling
Google’s Eddystone can send notifications to the mobile browser, while beacon-app networks are being created.Unifying the customer experience across channels
Apr 18, 2016 by Digital Marketing Depot
Customer expectations are increasingly difficult to satisfy. Influenced by engagement levels of exceptional brands, customers expect more than ever…

Twitter introduces better targeting with its new Ad Groups tool

Twitter Ads have introduced a new Ad Groups feature in an attempt to improve advertising for big brands using customisation and segmentation.Following Facebook’s path in trying to present a competitive advertising platform, Twitter is hoping to attract advertisers aiming for large-scale campaigns.According to Twitter:“Ad groups introduce a new level in our campaign hierarchy: one campaign can have many ad groups, and an ad group can have many targeting criteria and creatives. This level of granular control helps advertisers improve how they measure results, set promotion schedules, test different audiences, and identify which Tweets work best.”This way it’s hoping to encourage more brands to join Twitter’s advertising options, as a way to reach a wider audience, increase leads, website traffic, or app downloads, while building, testing, optimising, and measuring all their different campaigns.Image source: TwitterThis seems important for Twitter’s business future, as despite the slight…

LeEco launches Le 2 Le 2 Pro and Le Max 2 in China

LeEco has been trying to make a mark in the market with its affordable smartphones that come loaded to the brim with the latest and the most powerful hardware. It is today that the company unveiled Le 2, the successor to its Le1s at an event held in China. The LeEco Le 2 hasn’t exactly been a secret and was also spotted on the recent TENAA certification and so has the Le 2 Pro at the benchmarks.Delving straight to the specifications of the Le 2 leaves us with a 5.5-inch FHD display, deca core Helio X20 paired with a 3GB RAM. On the storage front the LeEco Le 2 offers 32GB of internal storage. The Le 2 is fitted with a 16-Megapixel primary sensor and a 8-Megapixel secondary camera. The device would be running the EUI overlay on the Android Marshmallow.Connectivity options include 4G LTE, VoLTE, dual SIM, Type-C USB and Bluetooth 4.1. The Le 2 also comes with a fingerprint sensor and a 3000mAh battery pack.The Le 2 Pro comes with VR support, a bumped up 21-Megapixel sensor and 4GB of RA…