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Showing posts from April 28, 2016
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Four steps to finding the right digital agency

The right digital partner can provide the perfect mix of creativity, technology and know-how to help your marketing adapt and thrive in a digital world. But how do you find the agency that fits?“Follow Four Steps to Finding The Right Agency” from Gartner for Marketers is your guide to conducting a successful agency search. Use it to increase your likelihood of finding the right agency partner and ensuring mutual success.Visit Digital Marketing Depot to get your copy.

via Marketing Land

Twitter recategorized itself from ‘social networking’ to ‘news’ in Apple’s App Store

Twitter’s not a social network anymore; it’s in the news industry, at least that’s what its iOS app indicates.Twitter appears to have moved its app in Apple’s App Store from the “social networking” category to “news” earlier this week. Journalist Cory Bergman spotted the switch on Thursday and posted a screenshot of the new placement on Twitter, which is where people get news.Whoa looks like Twitter just switched from “social networking” to the “news” category in the App Store http://pic.twitter.com/Rm7ZoWgAj5— Cory Bergman (@corybe) April 28, 2016Twitter and Apple did not respond to requests for comment on who was responsible for the change and why it was made.It appears that Twitter was the one responsible to the switch. Apple’s developer documentation shows that app makers can change their apps’ categories when they’re updating an app to a new version, which seems to be exactly what Twitter did.Twitter appears to have made the change with its latest app update that was pushed out o…

A CMO’s View: Hyundai outlines the social strategy driving its latest new car launch

Hyundai pulled out all the stops for this year’s Super Bowl, airing a total of four Super Bowl ads, in addition to multiple teaser ads leading up to game day.The brand’s Super Bowl campaign proved to be a hit with three of its ads dominating YouTube’s list of the most watched Super Bowl spots. The day after Super Bowl, YouTube reported Hyundai’s “The Chase” was the No. 1 most popular Super Bowl ad on the site, followed by “First Date” at No. 4 and “Ryanville” at No. 6.The three spots that ranked on YouTube’s top ten list were part of Hyundai’s Super Bowl campaign to launch its new 2017 Elantra model. Hyundai also released a 60-second pre-game ad that focused on its new brand direction.“During our successful Super Bowl this year we saw a 92% increase in YouTube followers,” says Hyundai’s CMO Dean Evans. According to Evans, Hyundai uses a variety of social analytics to gauge how a campaign is performing – from social listening and competitive tracking down to engagement metrics for spe…

Experian launches PII-matching audience targeting platform to reach 85 percent of the U.S.

Experian is best known as one of those bureaus that makes sure you’re a good credit risk for a new loan.But its Marketing Services arm has also built up a data treasure called ConsumerView. It doesn’t use the credit bureau’s data, but employs a host of other sources to construct more than 235 million detailed customer profiles with personally identifiable information (PII) that includes names, marital status, physical address, estimated household income, home value, and other stats.Today, Experian Marketing Services is announcing a new platform, called Audience Engine, that allows brands and other data holders to deterministically match their PII-based data with ConsumerView and other personally-identifiable first- , second- , and third-party sources. Then, anonymized, those brands can advertise to those same users in selected media environments.Experian has a variety of media partners in online, mobile, email, direct mail, and addressable TV, including Facebook, Yahoo, Viant, AOL, Di…

AdSense mobile Page-level ads now available to all publishers

Google has rolled out two new ad types for mobile AdSense publishers. Grouped under what Google calls Page-level ads, Anchor and Vignette ads are now available to all publishers.To get these going, publishers place one piece of code on all the pages that will display ads.The first version of AdSense Anchor ads — also called overlays ads — first launched in 2013, though they have evolved quite a bit from that first version. The ads are anchored to the edge of the users’ screen, but can be dismissed.Vignette ad, like intersitials, are full-screen ads. Unlike a traditional interstitial ads, though, Vignettes display when a user leaves rather than arrives on a page. These ads will only show a limited number of times per user.Both formats will not count toward the three-ads-per-page limit and will only serve on mobile-optimized webpages displaying on smartphones. Google says anchor and vignette ads are just the first of many Page-level ad formats to come.For more details and instructions o…

How to protect yourself against ad fraud

We have come a long way in our examination of online ad fraud. So far, we have learned: what ad fraud looks like, why it exists and who should be responsible for stopping it. Today, we are going to learn about the practical matter of protecting yourself, as a marketer, against ad fraud.In a perfect world, fraudulent inventory would never make its way into the marketplace. Each participant in the supply chain would do their part to act as a necessary check on fraud.Unfortunately, we don’t live in a perfect world, and not all participants are carrying their respective load. In practice, this means that it’s only wise that marketers take matters into their own hands to protect themselves and their ad budgets.The following steps will help you take evasive action against fraud.Step 1: Use pre-bid contextual data segmentsThe easiest way for marketers to protect themselves during ad buys is to leverage contextual brand safety segments. These contextual targeting (or really anti-targeting) se…

Google Analytics now secures all web traffic

Google alerted Analytics users on Wednesday that it will now be securing all traffic communication of websites using Google Analytics, whether the sites are using HTTPS or not.“For years we have followed our clients’ desires to secure their traffic or not, securing traffic for secure websites, and not for insecure ones. But with the increase in privacy related concerns we have made the decision to secure all communication to and from Google Analytics, protecting our clients, our client’s end users, and the broader internet,” the Analytics team wrote in an email to users.In the help pages, Google notes that Analytics users might see some effects from this change. Because HTTPS encrypted traffic can be slower than traffic that isn’t encrypted, Analytics may miss some short-visit traffic. The tracking pixel may have less of a chance to fire, “for example, if a user closes a page within 1 second of opening the page” when that traffic is encrypted. Another issue is that firewalls can block…

Taking your analytics practice to the next level

As both a Googler and ClickZ team member, I recently attended and participated in the always-inspirational ClickZ Live New York event.Along with Katie Morse, Vice President, Social and Search at Nielsen and Pierce Crosby, business development and experienced data analyst at StockTwits, we had a panel discussion on how brands can take their analytics practice to the next level.First, a quick description of the panel:Data has become everyone’s domain, in all aspects of your marketing and business. Most companies do a good job at collecting and reporting data and have a basic process in place. But many are stuck as to what to do next to elevate value of data in their company.As our conversation, and those questions the audience asked, were so good, I wanted to pull out some of the best questions and summary of answers we shared with attendees.Pierce, Katie, and Adam presenting at ClickZ Live NYC. Photo by Search Engine Watch columnist Thom Craver(used w/permission).1. Most companies have…

Amid global smartphone slowdown, Apple seeks to capture more “Android switchers”

Apple had a nearly $51 billion quarter, more than Google and Microsoft revenues combined. However, for Apple investors, it was a significant disappointment and represented the company’s first year-over-year revenue decline in 13 years.The main culprit was a drop in iPhone sales in “Greater China” and elsewhere. The company sold 51.2 iPhones in the quarter, which ironically beat Wall Street analyst expectations, but was roughly 10 million fewer devices than a year ago.Most of the analyst questions at the end of the earnings call this week focused the outlook for growth and specifically the iPhone. Apple responded that India was a big new opportunity for the company. However, in mature markets, Apple discussed the prospect for grabbing more share from Android.During the call Apple CEO Tim Cook said, “We added more switchers from Android and other platforms in the first half of this year than any other six-month period ever.”Data aggregator eMarketer offers support for Cook’s remark. How…

Mobile-friendly redesigns: Experiment on your current site

I’ve written before about the dangers of designing a mobile-friendly website using responsive web design (RWD). To summarize, we’re fond of active web designs (AWD) and behavioral web design (BWD). BWD is a step-by-step design process using analytics data and testing. BWD acknowledges that we’re never really done designing our site. (To the car enthusiasts who ended up here by searching for rear-wheel drive, all-wheel drive and big-wheel drive: You’re in the wrong place.)The reality is that it is easier to get a big marketing budget if you can make the case for a full website redesign. We call this “going all in.” It takes a thousand assumptions, drops them into a six- to 12-month redesign cycle, and then drops them on the public. Like going all in at the poker table, it’s exciting. Be aware that when you go all in, your visitors will always call your bluff.BWD is that blackjack player sitting at the table for hours, playing the odds, betting into streaks and drinking club soda to kee…

Promoted Tweets with hashtags have higher CPAs, lower CTRs — & other surprises for DR advertisers

Twitter released some surprising findings on factors that can make for successful promoted tweets in direct response advertising campaigns. Twitter and research firm Adaptly analyzed 9,000 direct response campaigns to get a sense of what drives results and what doesn’t. Twitter isolated nine performance factors among these promoted tweets analyzed in this study.Twitter-specific surprisesAmong the factors of success Twitter looked at were elements specific to tweets: the use of mentions, hashtags, tweet length, as well as the use of caps in tweets.Tweet length matters: 140 characters can feel like tight reins on marketers’ creativity, but turns out even shorter can work better for direct response advertisers. The study found that promoted tweets that ranged between just 40 to 60 characters had the lowest CPA, while tweets that ranged between 100 to 120 characters had the highest CPA.@Mentions aren’t great for DR: While brands have had great success in gaining reach and attention by con…

How to achieve face-melting content marketing ROI

Jason Miller knows a thing or two about content. He’s the Senior Content Marketing Manager at Linkedin, who presented a session titled “How to Achieve Face-Melting Content Marketing ROI” at ClickZ Live NY last week.With that title, the session immediately piqued my interest and Jason did not disappoint.In case you were wondering, face melting is:“The condition in which, due to an extreme exposure to an event of epic awesomeness, horror or any other emotion on the more extreme end of the spectrum of emotions, one loses all perception of space and time including (but not limited to) a brief lapse in physical awareness. Such an emotional rush can even override Pain, which in some cases may be the cause of the rush.”Source: The Urban DictionaryTo put this in context, you don’t need more content; you need more EPIC and AWESOME content – aka more relevant content.According to Jason, in a recent survey, 44% of overall respondents say they would consider ending a brand relationship because of…

7 reasons your Instagram Ads aren’t converting

I’d rather see comedian Amy Schumer spit up milk than watch most Instagram Sponsored Ads. That was an actual thought I had when I was scrolling through my Instagram feed the other day. First, I saw an ad that I immediately skipped. Second, I saw an organic video of Schumer with milk dribbling out of her mouth. I chose to watch the latter.Since Instagram rolled out Ads to the public, the number of ads in a user’s Instagram feed has exploded. The weird thing is, despite years of data showing that authenticity is the best practice to connect with their audience, companies are still treating social media ads like banner ads. And the average click-through rate for display ads like that is only 0.07 percent.If your Instagram Ads aren’t performing well, here are seven things that might be causing users to skip over them:1. The ad looks too professionalInstagram, like YouTube, is a sea of user-generated content. Anything with a corporate facelift is bound to stick out. The traditional clean, …

MarTech Today: Oracle adds ABM, 6sense launches SearchSense & Google adds Merchant Center Feed Rules

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:Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting
Apr 27, 2016 by Barry Levine
New capabilities build on what the company sees as its biggest competitive asset: data.Musical chairs: where do beacons fit in the retail sensor landscape?
Apr 27, 2016 by Florent Peyre
As more retailers adopt beacon technology, columnist Florent Peyre believes it’s only a matter of time before it becomes ubiquitous. How will you incorporate this new tech into your marketing strategy?Sharpen your SEO, SEM and social media marketing skills with an SMX Advanced workshop
Apr 27, 2016 by Marketing Land
SMX Advanced offers you several digital marketing “master class” workshops to sharpen your skills on specific search marketing topics. Register for a pre-conference workshop today and get a full day of in-depth learnings in SEO…

Motorola Expected to Launch Moto G4 and G4 Plus on May 17

Motorola has sent out invites for the Moto G4 and the Moto G4 Plus launch event scheduled to happen on May 17. This time around it seems that Motorola has stuck to the usual convention of naming the phones as Moto G4 and G4 Plus instead of launching a separate Turbo variant.The Moto G4 and the G4 Plus renders have already been leaked but the rumored June 9 launch date turned out to be false. The leaked renders show off the small physical home screen button which comes baked in with a fingerprint scanner and also sport a revised styling of the camera pod at the back. The chassis seems to be metal finished and adds an extra dash of elegance while the other aspects of the design seem to be retained from its predecessor. The camera unit is expected to come equipped with a laser auto focus module.The remaining aspect of the Moto G4 and the G4 Plus are still kept in the wraps and we are sure that the details will start surfacing as we near the launch date. Motorola had launched the G3 in tw…

Expensive? Yes, But the Oasis is NOT the Most Expensive Kindle… Not by a Mile

Let’s get one thing clear: at a starting price of Rs 27,999 for the 3G+Wi-Fi edition (Rs 23,999 for the Wi-Fi only edition), the Amazon Kindle Oasis is the most expensive Kindle in the market right now. In the US, it starts from USD 289 (about Rs 19,200) for an ad-supported version, and up to USD 380 for the high-end 3G+Wi-Fi edition (about Rs 25,200). Pretty high for an e-book reader. So high that many of our colleagues have gone overboard and labelled it the “most expensive Kindle ever.”With due respect to them, they are absolutely wrong.The Kindle was in fact very much a niche and an expensive device for most of its initial period and came out with a relatively affordable version only in 2010, almost three years after the first Kindle had been launched. And surprise, surprise, most of the early models of the Kindle were more expensive than the Kindle Oasis.Sounds hard to believe? Well, we too were surprised when a friend told us about it, but a bit of research through Amazon’s exce…

11 extraordinary uses of Augmented Reality (AR)

Jess Butcher, the director and co-founder of augmented reality app Blippar, is speaking at our Shift London event in May, so to prepare for this occasion, we thought we’d get fully immersed in the world of AR.Put simply, AR is the technology that superimposes computer generated imagery onto the real world when looked at through a portable device. But, as marketers have discovered, AR can be so much more.AR has not only succeeded where QR codes failed, but it has quickly shut down any opinion that its technology is gimmicky. No longer is AR the stuff of ‘oh look at this funny animation protruding out of a cola can’. Now genuinely useful experiences can be achieved to help your customers, clients and service providers in a real-life practical way.Let’s take a look at some of these experiences…The first three examples are taken from Blippar’s own case studies:Maybelline, L’OrealTo promote a new line of nail polish, Maybelline ran print ads in several US magazines giving readers the uniqu…

Apple Inches Closer to Having Exclusive Retail Stores in India with DIPP Exemption on 30% Local Sourcing Condition

Apple had been deliberating to bring its own retail stores in India but the local sourcing norm has been preventing this from happening. According to the local sourcing norms, 30% of the goods need to be manufactured in India and only then the company would be able to independently operate the retail stores in the country.A recent recommendation from the government panel headed by Secretary of Department of Industrial Policy has suggested exempting Apple from the law. If this recommendation makes it through a committee then Apple would be able to setup independent stores across the country.Apple has been trying to get the licence from quite some time and it was only this year that the Cupertino company had filed a proposal with the authorities along with the necessary amends. Apple is citing the reason that its products are cutting edge and thus should be exempted from mandatory local sourcing norms.At this juncture the it is just a recommendation and it still requires a nod from the …

How To Shoot Outstanding Videos Using an iPhone [Must Know]

This Image above is a beautiful shot isn’t it? An experienced photographer probably has taken this picture with a very expensive DSLR camera. Right?You are wrong!!!This was a Screenshot that I took from this video. Imagine that. It’s not even a photo; it’s a screenshot of a video. This is how powerful the iPhone’s camera is. It was announced recently that Apple’s iPhone was the largest selling camera in the world. And their advertisements speak for themselves.Apple’s iPhone was the largest selling camera in the world
Click To TweetApple is promoting its camera’s capabilities and why not with beautiful shots like that? So how good is the camera of the iPhone for shooting videos? It’s really good. And for this write-up, we’ll take you through the process of how to shoot good videos using the iPhone.Why would you need to shoot videos for the iPhone?If you are starting off as a Vlogger or want to ride the wave of being a Video (Youtube, Vine, Periscope)sensation then shooting videos is the…