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Showing posts from May 25, 2016
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In time for summer, Informatica opens its Marketing Data Lake

Perhaps there have been times when you’ve become so frustrated with marketing data, you just want to throw it all into a lake.If so, Informatica now offers one just for that purpose.The data management provider has announced its new Marketing Data Lake, which it describes as the first such repository specifically for the needs of marketers.As Informatica explains in a recent e-book on the subject, a data lake is “a data repository that lets you store and process all your data, from multiple sources, in its native format without having to pre-structure it.”It complements data warehouses, the company notes, in that generates data schemas “on read,” or when the data is exported and used, instead of “schema-on-write” when it goes into the repository, as with warehouses. A schema is a blueprint for data organization.Warehouses, senior vice president of marketing Franz Aman told me, are better solutions for financial operations that require “penny-perfect” and secure processing. But, he not…

Study: smartphone location only accurate to within 93 feet

Any vendor that says it can tell you exactly where a mobile user is probably not telling the truth. That’s because, without user self-reporting, beacons or other supplemental location technology, mobile device location is accurate to within only about 93 feet.That’s the conclusion of a newly released report from PlaceIQ. The company provides location data and mobile advertising and so competes with numerous others selling location to brands and agencies. The main purpose of the report, however, is to demystify mobile location and identify some sort of “ground truth” regarding device location accuracy.PlaceIQ worked with an independent firm called Findyr to record device-level location in “real world environments”:Findyr sent people in 5 U.S. cites to 150 specific locations and asked them to record their latitude/longitude coordinates within the Findyr app on their phone. The participants also sent a photo or video of where they were standing to verify their actual physical location. T…

Competitive threats to Google, and what they mean for you

Google market share in the US currently stands at 63.8 percent, with Bing (including Yahoo’s search volume) coming in at 33.5 percent, according to January 2016 comScore data. This makes Bing a credible competitor to Google in the US, but the story is quite different internationally, where Google is dominant in nearly every country, other than China (Baidu), Russia (Yandex), Korea (Naver) and the Czech Republic (Seznam).Google is the big dog in traditional search, but it would be wrong to think that is the end of the story, as Google faces competition on many different fronts.In today’s post, I review Google’s “other competitors” to illustrate how this shapes Google’s view of the world and how this view impacts your digital marketing strategy.What business is Google in?First, though, let’s establish some context by discussing what business Google is in. Most of us think of Google as a “search engine,” and we tend to think of that as a website where you go to a search box and enter a s…

A CMO’s View: How Dun & Bradstreet used MarTech to modernize its brand

Last March, Dun and Bradstreet underwent what the company defined as a “brand modernization” initiative. The project included a complete overhaul of its go-to-market strategy and creative expression – top to bottom.When asked what role MarTech played within its latest initiative, CMO Rishi Dave says marketing technology was at the core of the project.“It’s really how we executed our strategy,” says Dave, “With the modernization of the brand, we really focused on our purpose and values and obviously, our entire go-to-market strategy, which was oriented towards personas.”Dave says what the brand needed to do – from a marketing technology and strategic perspective – was to scale its pipeline and leads against those personas.“We completely redid our digital experience around this modernized brand. We leveraged our marketing technology staff to create a very personalized journey, and we leveraged data analytics around those personas,” says Dave.His team integrated a number of marketing tec…

Surprising lessons from BuzzFeed’s most popular content

Whether it’s news about a “Gilmore Girls” reunion or proof that cats are jerks, BuzzFeed is a creator and curator extraordinaire, and it’s often viewed as the gold standard in viral content. Getting your content picked up by BuzzFeed can lead to millions of views and social shares, but how do they do it?It turns out success on BuzzFeed requires more than kitten GIFs paired with minimal text. My team at Fractl used BuzzSumo to analyze the top 100 most-shared content on BuzzFeed between March 2015 and March 2016. After examining the articles based on content length, image type and category, we were able to bust some common myths and assumptions about this content kingmaker.Viral content doesn’t have to be shortMake no mistake, short content reigns supreme on BuzzFeed. Of the top 100 articles, almost half were 300 words or less. More often than not, these were memes, GIFs or videos that showed more than they told through word count. This type of content is ideal for readers looking for s…

Adjusting to Google’s ad layout change with attribution tools

In case you’ve been buried under a rock and hadn’t heard, Google on February 19 made a substantial change to its search engine results page that I believe will fundamentally affect the way most businesses do pay-per-click marketing.Instead of ads on the right sidebar and on the top and bottom, Google search results pages will now feature only the ads on the top and bottom.Instead of three desktop ads placed at the top of the page, a user will sometimes see four. But that still doesn’t make up for the number of ads eliminated on the right sidebar. With the overall reduction of above-the-fold ads, CPC (cost-per-click) bids are likely to increase significantly. And with more paid ads on top, natural search results will be less likely to appear above the fold.So what are the implications of the change for PPC advertisers when it comes to attribution and proper budgeting?If search becomes too expensive, what do you do with that freed-up budget?At the end of the day, it could mean that you…

Five competitive advertising strategies to outsmart your competition

It’s often said that competition is good for your business. It pushes you to be your best. Think Coca-Cola vs. Pepsi, Visa vs. MasterCard, Xbox vs. PlayStation, or Apple vs. Microsoft.Of course, part of the fun of rivalry is stealing customers from your rivals. You can do that with the help of advertising!Today you’ll learn five brilliant competitive advertising strategies you can use to get in front of your competitors’ customers and (with a little work) turn them into YOUR customers instead. *Evil laughter*1. Target Facebook users whose interests include your competitorsFacebook Ads doesn’t offer keyword targeting for your ads and you can’t specifically target people who have liked your competitors’ pages. However, Facebook offers something called interest-based targeting.On Facebook, interests range from extremely broad (e.g., business or entrepreneurship) to very specific. In this case, your competitor’s name is the specific interest you want to target, because Facebook allows you…

Why you should be looking at Facebook’s Audience Network

Just a few months ago, Facebook announced that its Audience Network was on track for a $1 billion annual run rate. Pretty impressive for an inventory source that’s less than two years old, and reflective of the degree to which Facebook Audience Network (FAN) is transforming the mobile advertising landscape, thanks to its focus on native ads.In a study Facebook released in early April 2016, researchers saw a 10x year-over-year increase in FAN-enabled apps using native formats, and 83 percent of all Audience Network inventory is now going to native, as compared to banner formats. Perhaps most importantly, earlier this year Facebook expanded FAN to mobile web inventory — dramatically broadening its reach.The corresponding performance and the larger reach are responsible for the high level of demand, and they show why advertisers should view FAN as a critical mobile inventory source going forward.
The statsRecently, as part of my work at Nanigans, I examined FAN-specific performance across…

Is content marketing really working? Advice and insight from #ClickZChat

We talk a lot about content. How to make it, what makes it work, how to measure it’s effects, if there’s too much of it and more. The fact that we’re a good few years into the content marketing revolution but we’re still having these conversations is telling in itself.Despite many, many assertions to the contrary, a number of people and organisations simply do not believe that content works.We took to Twitter to find out why this myth persisted, and what we could do about it in this week’s #ClickZChat.As always, we asked three questions in one hour. Here’s the insight and advice from our witter followers:As always – one hour, three questions. Please use A1, A2 or A3 and the #ClickZChat hashtag in your answer. http://pic.twitter.com/gyP1R3aUHc— ClickZ (@ClickZ) May 18, 2016Q1: Do you think the C-Suite *really* believe in the value of content marketing Why or why not?Q1: Do you think the C-Suite *really* believe in the value of #contentmarketing? Why or why not? #ClickZChathttp://pic.tw…

MarTech Today: AdWords’ changes, WP Engine’s Page Performance tool & Twitter’s limit expansion

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:Google announces significant changes to AdWords bidding and text ads
May 24, 2016 by Ginny Marvin
New responsive display ads shows Google’s focus on fulfilling native mobile inventory.MobileFuse launches a “curated” open platform for selected publishers
May 24, 2016 by Barry Levine
Mobile ad platform partners with programmatic platform AppNexus to create MFX.WATCH: Google lets you speak in natural language & get analytics reports
May 24, 2016 by Danny Sullivan
Think of it as Google Now, Siri or Alexa for Google Analytics. Speak the stat you want, get the answer, courtesy of machine learning.WP Engine launches first page-level performance tool intended for WordPress sites
May 24, 2016 by Barry Levine
A one-second page load delay leads to 11 percent fewer page views, so this new dashboard tool is intended to deliver a WordPress-specific t…

Mobile design and the art of doing one thing well

It’s best to do one thing really, really well – is one of Google’s “10 things” philosophy, written when the company was in its infancy. This is a great mantra for mobile projects to follow.Where the young Google focused on excellence in web search, so mobile sites and apps must focus on meeting an identified user need in the most effective (usability) and rewarding (user experience) fashion.This column will consider two approaches that help the business and the project team establish and implement a focused, user-centric project:Working backwards. This forces the team to focus on the core purpose – the user need – of the project, typically by writing the launch press release or marketing slogan at the concept stage.Minimum viable product (MVP). This concentrates development on delivering a product that does that core purpose well, shelving non-core features and functions for future releases and getting it into the hands of (early-adopting/loyal) customers as quickly as possible, so th…

6 reasons to boost SEO & content investments with influencer marketing

Practically every digital marketing budget in 2016 includes line items for both SEO and content marketing. If you want to add rocket fuel to any campaign’s overall impact, the inclusion of influencer marketing is a must. The right influencers will enhance brand discoverability and audience development, boosting reach, results and ROI. Here are six reasons to extend your existing SEO and content campaigns with influencers.1. You are already investedWhether your main campaign focus is organic search, paid search or both, content marketing is at the core. In fact, once a content strategy is set and you are ready to attract targeted eyeballs to your web presence to build awareness, the tactics of SEO, PPC, native ads, email and so on are simply techniques you are investing in to develop your audience. Adding influencer marketing is an effective way to extend the reach of an existing content campaign, as well as tapping into new audience sources, through people (influencers) who have acces…

Samsung Galaxy Tab Iris with Iris Recognition and Built-in Aadhar Authentication Technology Announced in India

Samsung India has announced the Galaxy Tab Iris, which true to its name features Iris-Recognition technology that is in turn integrated with Aadhar authentication. The Galaxy Iris Tab is expected to shape up as an authentication device for the used for applications like banking, eGovernance, Passport, taxation, education and healthcare.Samsung says that the Tab Iris will further supercharge the vision of Digital India by providing a simple biometrics solution that is portable as well. The tablet is expected to cater for the government benefit programs and also aid in authentication for financial institutions.The Galaxy Tab Iris comes with a 7-inch display, 1.2GHz Quad core processor, 1.5GB RAM, 8GB of RAM, 5-Megapixel camera and is backed by 3,600mAh battery. The Aadhar integration will be extremely helpful in implementing Government projects like Pradhan Mantri Jan-Dhan Yogana, National Health Mission, eHospital and Digilocker.E-Kyc is expected to bring a slew of changes in how proce…