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Showing posts from May 27, 2016
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Survata offers first online surveys targeted at second- and third-party user segments

Before they begin a campaign, advertisers obviously would like to know if an ad appeals to the targeted user type.Consumer research firm Survata is now offering a new way to find out.This week, the San Francisco-based company announced the launch of Segment Surveys. As the name suggests, the beta offering allows marketers to conduct online, anonymized surveys directed at second- and third-party data segments — the same segments that are later targeted for ads. The company says this is the first time online surveys have used the same segments.I asked CEO and co-founder Chris Kelly: Why has it taken so long? After all, this new setup mirrors targeted advertising, except it employs targeted surveys.“Good question,” he replied, adding that it’s partly because “research tech is about five years behind ad tech.”Many of his competing market research firms, he said, still rely on large panels of sample users. Plus, although there’s a similar infrastructure, he noted that it takes a fair amoun…

How to deliver a true cross-channel experience

Regardless of channel, consumers and prospects have more refined appetites for marketing and higher expectations. They expect and desire more than a generic product experience—they want to feel an affinity for their investment and attraction to a brand.There’s an opportunity for marketers to build better, lasting relationships with consumers and prospects by consistently delivering content that inspires engagement rather than just begging for conversion.This guide from Oracle outlines how to start creating the most cohesive, valuable, and frictionless customer experience possible.Visit Digital Marketing Depot to get your copy.

via Marketing Land

The future of voice-related SEO for local business

Alexander Supertramp / Shutterstock.com On May 18, Google brought hundreds of developers together for Google I/O, its annual developer conference. Hot topics included artificial intelligence, natural language processing, voice recognition, translation and new product announcements — Google Home, Google assistant and Allo.Maybe you’ve heard about some of these, but I’m going to share thoughts on how you should adapt your local marketing to these developments. But first, a brief recap of some of these announcements.Google Home is Google’s answer to Amazon’s Echo. It’s a voice-activated speaker-like device that can intelligently listen to commands, return answers to queries from Google Search, control home automation, play music and set appointments using a new platform called Google assistant.Allo is Google’s new messaging app. It uses integrated machine learning and continues to learn your style over time, making it more convenient for users to get things done — make reservations, list …

The 5 strangest search terms in 2,000+ AdWords accounts

Over the past two years, my team and I have audited more than 2,000 AdWords accounts. While auditing all of those accounts, we saw a lot of search term reports.Some search terms were good, some were a waste of money and some… were simply strange.These search terms are a perfect example of how a poor keyword strategy can result in your ads showing up for unpredictable searches… and waste thousands of dollars in the process.Here are five of the strangest search terms of 2015:1. “Whack your boss”Our first search term comes from a campaign targeting women interested in starting their own business.Unfortunately, the campaign targeted the phrase-match keyword “boss,” which meant that their ads ended up displaying when people typed in “whack your boss.”What’s astonishing is that this search term had more than 30,000 impressions and 1,719 clicks.Clearly, a lot of people are frustrated at work.Unfortunately, since the company didn’t offer anger management services, they didn’t get a single con…

Well played, Google: Advertisers (finally) get more device bidding controls

Just last week, I submitted this column with the title, “Is it time for Google to rethink Enhanced Campaigns?” The piece I wrote was rife with criticisms of the desktop/tablet-centric campaign structure advertisers have been stuck with, and it proposed some possibilities for an upgrade.And just like that, before it was time for my original submission to publish, it happened. Google announced Tuesday that advertisers will now be able to specify the device of their choosing as the base bid for keywords, and then layer on separate bid modifiers for the other two device types.This is great news for advertisers, even if embracing this golden gift did mean that I had to totally rewrite a perfectly good but scathing account of the old campaign structure.In this freshly written column, I’ll walk through the benefits of the new bidding possibilities and explain how advertisers should be thinking about optimizations in the coming weeks and months.[Read the full article on Search Engine Land.]

Android users open 2x more notifications but iOS users much faster to open — [report]

A new report on push notifications and personalization from Leanplum finds a huge discrepancy between the push-related behaviors of Android and iOS users. Android sees open rates twice as high as those on iOS but Apple users open notifications much faster, suggesting they’re potentially more qualified.Android sees open rates of 3.48 percent for push notifications while iOS has open rates of 1.77 percent, or approximately half.The report points out that, overall, iOS users opt-in to receive notifications much less often than Android users. Beyond this, the report tries to explain the discrepancy in open rates as a function of the how each operating system deals with notifications:On Android, messages “stick” around longer in the lock screen. A user is required to acknowledge the notification in some form, whether opening or dismissing, for it to disappear. Even after users shelve notifications, Android still lets them know they have unread notifications by adding a sticky icon to the t…

New Twitter features can boost brand engagement

On the surface, Twitter is the simplest of social networks. You type out a quick 140 characters, maybe link to something or include an image… and then you blast it out to your followers, leading to engagement and conversations online.But when it comes to actually using Twitter well, both personally and as a brand-building tool, it ends up being one of the most complex channels to explain and to manage well.Why? Because Twitter’s inherent limitations, which was one of the platform’s novelties, have forced users to game the system to fit their needs (and reach all their followers).The best example is the @ reply feature. Twitter automatically hides those from timelines to reduce clutter in news feeds. But super-users have created a workaround (the .@) to enable all followers to see the reply tweet.Things like this have led to a bit of a secret language that new users have to notice, then learn, to use the system to their greater advantage.But with report (after report) of new user reten…

What marketers need to know about the rate of technology obsolescence

The ability to spot an opening to transform an industry and innovate ahead of the pack is a technology entrepreneur’s best asset. But technological advances pay a heavy toll in the form of disruption.The rate at which an innovation loses its competitive advantage accelerates every year. This is what I call the “velocity of obsolescence.”Although a product may be considered “hot” now, it can easily lose its value. While the rate of innovation is increasing, the velocity of obsolescence is growing even faster.In 2013, I wrote about this concept with a focus on the more visible aspects of technology — the devices and platforms that consumers and business people interact with every day. Now that I’m focused on the needs of the marketer, I tested the theory against marketing technologies. Here’s what I found.The ’90s: The dawn of marketing innovationIn the mid- to late ’90s, the first wave of digital marketing was born, and with it came the tedious manual process of managing media inventor…

Five most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.This week we have a round of very exciting changes to AdWords and some stats about the intolerability of video ad formats.Google AdWords launches new features for mobile ads and mapsAs Sophie Loras reported last week, Google has “introduced new tools and features to AdWords to specifically address the consumer shift towards mobile.”These include:Expanded text ads for a mobileHeadlines in AdWords will increase from one 25-character header, to two 30-character headers, giving advertisers more room to explain their products and services.The description line will also increase from two 35-character description lines to one 80-character description line.Responsive display adsThese are designed to help advertisers with the many different content shapes and sizes across the more than two million publisher sites and apps on the Google Display Network (GDN).Bid adjustments fo…

Where are people finding the news? Pew Research reports

Pew Research Center has come out with its newest survey, reporting that 62% of US adults are getting their news on social media. After surveying 4,654 members of Pew’s American Trends Panel, it was found that 70% of reddit users access news from the social sharing network, 66% of Facebook users get news on the social network and 59% of Twitter users are finding the news on the microblogging platform. Trailing behind are Tumblr at 31%, Instagram at a surprising 23%, YouTube at 21%, LinkedIn at 19%, Snapchat at 17% and Vine at 14%.As Pew notes, Twitter and YouTube are equivalent in their overall exposure. YouTube reaches about 48% of US adults but only about 21% of users get news there. Twitter reaches 16% of US adults but 59% of Twitter users are actually getting the news. This translates to an almost equal number of US adults.In terms of general exposure, it appears that Facebook is where most of the news is being discovered, and news is typically being found on only one social networ…

Stop fearing failure and be brave in your content marketing program

While no one sets out to fail at something, it seems the fear of failure is hindering some in their content marketing efforts.I had the opportunity to speak at SMX London last week, and it was wonderful. I had the chance to talk with SEOs and content marketers from all across Europe and hear their perspective on what’s happening within our industry.After several conversations, it became apparent that a lot of people are worried about failure. But in all honesty, I don’t see failure as the worst possible outcome for a piece of content.Sounds crazy, doesn’t it? Failure isn’t the worst thing that can happen?I don’t think so. When you fail, it gives you the chance to look at your content again — maybe with a new perspective — and hopefully, you’ll figure out what went wrong, and next time you’ll be more successful.So you created this great content marketing piece, and sadly, it fell flat and didn’t perform as expected. What do you do?Review your content piece that didn’t workWho is it tar…

MarTech Today: The fading Windows Phone, the top payment processors & the Flash Apocalypse

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:The not-so-wonderful life of Microsoft’s Windows Phone is almost over
May 26, 2016 by Greg Sterling
Surface tablets have been a hit, and the company may yet introduce a “Surface phone.”Know your SEM? Prove it. Enter the SMX Biggest Search Geek Contest
May 26, 2016 by Digital Marketing Depot
See if you have what it takes to outsmart your peers! The Biggest Search Geek Contest, sponsored by Marin Software, is where the world’s brightest search marketers compete to outsmart fellow search geeks from across the globe.Top 10 payment processing companies in the world
May 26, 2016 by Steve Olenski
With hundreds of services to choose from, how do you choose the payment processing company that’s best for your business and your customer’s experience? Columnist Steve Olenski reveals his top choices to help you find the right fit.As Flash Apocalypse app…

Marketing to Millennials: How to Tackle Marketer’s Biggest Pain Point?

Millenials too are people!”.This is what I happen to say every time someone asks me how I would approach millennials with a new product or service.Millenials are one of the most misunderstood demographics and what companies fail to realize that many of the ways to seek their attention are universal for any demographic.Back to the point where I began by making a too generalized statement of Millenials being people too, just like any other demographic, Millenials to seek products that are value adding and backed up with good services.What makes Millenials completely misunderstood by companies is their approach to services or products.Although millennials too prefer products/services that add value to their daily lives, go about in a particularly different fashion as compared to Baby boomers, Generation X or Y. Marketing to millennials has always been a daunting task for marketers and companies.Millenials are considered to be in the present age groups of 18 to 34 years old.Millenials ha…

Winners and losers of Google’s latest mobile friendly update: USA

Last week, Google’s John Mueller confirmed on Twitter that Google’s latest, stronger Mobile Friendly Update has been fully rolled out.FYI The mobile changes mentioned here are now fully rolled out. https://t.co/fTB3ia6LJ2— John Mueller (@JohnMu) May 12, 2016This update is supposed to give an even more powerful boost to mobile-friendly pages.When we try to figure out the winners and losers of this, it’s actually much easier to identify the losers. This has to do with Google using the same index for both desktop- and mobile-searches.This means that a small positive change, caused by the website’s SEO or webmaster, can actually improve the visibility of both the desktop and mobile results.This makes it quite difficult to figure out the if the ‘Mobile Friendly Update #2’ was the cause for the increase.Nonetheless, I will show you some examples for websites where the update is the most likely cause for success.As far as the losing websites are concerned, we are able to check for all the pr…

Hands-on Quick Review Preview Overview of the YeDekho 6s Dekho

After 1,342 companies having already launched their me-too smartphones in 2016 to appease the chindi value-conscious Indian customer, here comes yet another one that you could buy in an invite-only flash-sale, or as they called it in the olden days, lottery. The YeDekho 6s Dekho has the looks of an iPhone with a god-awful, cringe-worthy custom Android interface that, other than your 4 friends using a Nexus phone, nobody cares about. Let’s find out if this one can earn the best smartphone under Rs. 10,000 tag for this week, because by next week there will be another one beating it anyway.UnboxingAfter careful scientific examination of the box using TSA body scanners, we ascertain that there is nothing unusual about the contents of this package. After making two elephants stand on it to test its sturdiness, opening the box reveals… surprise, surprise… the phone, a charger with a reversible USB Type C cable which you will hate because nobody you know uses one (now you know how iPhone use…

Five ways UX blends with SEO to improve a site’s performance

For many years there has been a debate on whether UX and SEO can really go hand in hand, but this is not the case anymore. Today we’re examining how UX and SEO can make the perfect match.
There’s no need to question nowadays the need to blend UX with SEO when building a website, as none of these two can stand on its own.User Experience (UX) focuses on target groups of people and usually bases decisions on their design preferences, as well as the industry’s trends, while SEO tends to focus more on the actual site and its data, in order to increase the content’s visibility in search engines.However, there is a spot that these two meet…Google made it very clear in its Webmaster Guidelines that even in SEO optimisation, users should be the centre of attention:Make pages primarily for users, not for search engines.And this is only a reminder on why SEO cannot work in isolation from other factors that affect a site’s performance, especially when the focus of the old days on keyword-stuffed t…

Netflix and Amazon Users will no Longer be Blocked from their Home Catalogue in European Union

Geographically restricted content has always been a hurdle for Netflix, be it the discontent among the countries that have access to relatively less content or the very fact that users on roaming won’t be able to watch their favorite show in restricted regions. This is however set to change as Netflix will soon allow European subscribers to access the Netflix services even when they are roaming in the other countries under the European Union.The proposed law was the result of European Commission’s efforts to create a unified market for the streaming services. Portability of digital content has always been debatable and with the passage of this law it is quite possible that it might add a degree of clarity.According to Reuters, subscribers who have paid for the services like the Sky TV Now, 1MaxDome TV and ProSiebenSat will still be able to view the same temporarily when they are roaming in European Union. The Temporarily clause leaves a lot of possibilities open but Netflix is yet to …

ForcePhone Makes your Smartphone Pressure Sensitive without Additional Hardware

It was last year that Apple introduced Force Touch and demoed the things it could do. The sensitivity feature adds an extra functionality on how we could actually control our phone. The 3D Touch takes into consideration the magnitude of pressure applied and accordingly translates the same into commands. Apple bought this feature with the iPhone 6s and it was made possible due to the tiny sensor underneath the display that constantly gauged the pressure applied.A research team from Michigan university tried implementing the force touch but without using and additional hardware on the phone. This new feature called “ForcePhone” puts the mic and the speaker of the phone into use to achieve the feature. The Michigan team turns the phone into a high frequency sound emitter at 18KHz, it is this frequency that the human ears cant register, but the phones mic can. Whenever the user touches the screen frequency of the sound changes corresponding to the force applied on the display. This change…

Facebook expands Audience Network reach beyond just its users — to everyone

Two years ago Facebook launched the Facebook Audience Network as part of an effort to expand the reach of Facebook ads outside of the boundaries of Facebook itself. Facebook users could then be targeted on third party mobile apps and, as of earlier this year, mobile websites in the network.Audience Network targeting was limited to Facebook users, however. While that’s a massive audience, it’s still not everyone. Today the company is announcing that it has expanded targeting available on the Audience Network to all users, whether or not they’re on Facebook.All users of Audience Network sites or apps can now be reached using Custom Audiences, lookalike audiences and so on. Much of the inventory in the Audience Network is shifting to native; and according to reports the performance of Audience Network inventory has been very strong.The company said that it will use multiple signals to infer non-Facebook user audience segments.As it expands reach and targeting, Facebook is also giving peo…