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Showing posts from June 13, 2016
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Apple Unveils WatchOS v3 with Improved Performance and UI Overhauls

Apple Watch has been performing quite positively in the market, however, there are still some major shortcomings it encounters including slow response time, complicated interface and more. Apple aims to fix that with the third substantial update for its wearable ecosystem, watchOS version 3.0 which brings significant performance improvements and a lot sublimed software design alterations.To start off, with the new update, applications now have the ability to reside in the memory and refresh data in the background, Apple calls this addition – Instant Launch. It will bring a much better experience while interacting with utilities, however, it also brings some worrying battery considerations. The side button is now called the “Dock Button” and instead of the communications screen, clicking the button will redirect to “the dock”. Additionally, long pressing the dock button triggers the new SOS feature which directly calls emergency services through the phone and forwards location informat…

Microsoft’s LinkedIn acqusition represents huge opportunity for Bing Ads

Credit: Microsoft Today Microsoft announced it will acquire the B2B social media platform LinkedIn for a whopping $26.2 billion in cash. Is LinkedIn really worth it? What’s Microsoft going to do with LinkedIn anyway?I’ve been working with LinkedIn advertising for about four years now, and I have some suggestions I hope Microsoft will consider.Why LinkedIn is worth itLinkedIn has a unique value proposition: no other online advertising network has as much B2B-focused information.Search marketing is great for determining intent — for understanding what a person wants. But social media platforms, like LinkedIn, tell us who the person is. Marrying the two pieces of data — who and what — brings us to the sweet spot of marketing and targeting an ideal audience. LinkedIn provides us with demographic targeting based on business and professional user information.While Google AdWords has some level of demographic targeting through its display network today and has promised to add capabilities to …

As Snapchat’s ad biz expands, it’s pressing for shorter ads

People should expect to start seeing a lot more ads on Snapchat soon. But they may end up seeing less of each ad.On Monday Snapchat announced plans to make it easier for brands to buy and produce its vertical video ads — now called Snap Ads — and to test ads inserted between stories, the collections of photos and videos that individuals post for people who follow them to see.An influx of Snapchat’s skippable ads interrupting the flow of swiping from one story to the next means that Snapchat would need to be careful about how it intersperses those ads in order to not annoy its audience. And it appears to be doing so. For example, Snapchat’s internal team will review every ad before it goes live. But Snapchat’s also exploring other ways to make its upcoming in-stream ads more palatable.Snapchat is asking advertisers to produce shorter versions of their ads to run between stories, according to two agency execs. One of the execs said that Snapchat is trying cut the video ad lengths from i…

The big picture guide to local SEO: ranking in 2016 & beyond

Local SEO is getting more difficult for many businesses. Google’s move from seven to three listings in the local pack, and the threat of various ads in the local space, has created a fiercely competitive environment for local businesses. Suffice it to say, if you wish to rank in that three pack in 2016 and beyond, your local SEO has to be 100 percent on point.In this article, I want to take a look at the primary local SEO ranking factors, along with the major competitive difference-makers and negative ranking factors. I will break down each of these to ensure that you have a solid, strategic local SEO game plan. Local SEO: the state of playIn a hotbed of organic search competition, the local results have been a source of salvation for many local businesses. They give users looking for local businesses an easy way to distinguish local from organic, and rankings are relatively straightforward. Having a physical address and proximity to the searcher as ranking factors gave every local bu…

SocialPro is one week away, register today!

Marketing Land’s SocialPro, the only conference focused on sharing real, proven social media marketing tactics from working professionals. SocialPro is next week in Seattle; here are four reasons why you don’t want to miss it:Tactics that work. Learn proven tactics to improve your social media advertising and organic campaigns. Whether your goal is to drive traffic, engagement, or sales, we’ve got you covered. See the agenda.Connect with social media titans. Facebook. Twitter. LinkedIn. Pinterest. HTC. Allrecipes. Microsoft. Pabst Brewing. These are a few of the major brands and agencies that will take to the stage. See the full speaker lineup.Establish friendships and career-enhancing connections. You’ll have plenty of opportunities to meet peers who speak your language and share a passion for social media marketing. Networking events include an evening reception, networking lunch tables, Janes of Digital, and our social groups. Check out the schedule.Exceptional amenities at a world…

How to prepare for AdWords’ expanded text ads and device-based bidding

By now, you’ve heard about all of the latest Google AdWords and Google Analytics updates announced at Google’s Performance Summit. The two main changes coming to AdWords include expanded text ads and the ability to bid by device. Many articles have been written about what these updates mean for advertisers, but today I want to focus on how you can prepare for these changes.Before I begin, I want to emphasize that the strategies outlined are theory-based, rather than tried-and-true methods. Similar to when Enhanced Campaigns rolled out, advertisers face a certain unknown.Based on what we know of AdWords and our experience, these strategies are logical, but we won’t know the true impact until all updates are fully rolled out.Expanded text adsWith the move to double headlines and longer descriptions, the way text ads will need to be written has changed. In fact, every text ad in all campaigns will eventually need to be written utilizing the new format. Needless to say, advertisers will b…

New Podcast: Listen to Marketing Land Live via iTunes or Google Play

It’s a pleasure to announce that our weekly live video show, Marketing Land Live, is now available as an audio-only podcast, too.You can subscribe to the Marketing Land Live via these iTunes and Google Play links:iTunesGoogle Play PodcastsWhat you’re subscribing to is an audio version of the same show that we air live every Friday on the Blab video platform. The show usually runs about 45-60 minutes and features several members of our editorial team — plus occasional guests — discussing and analyzing the week’s biggest marketing news.In addition to subscribing to the podcast on iTunes or Google Play, you’ll also find audio of each show on Marketing Land’s SoundCloud page. We also upload video of every show to our YouTube channel.We’ve had a number of requests for an audio version of Marketing Land Live because the live video show isn’t always a convenient option for our readers. We hope you’ll find it easy to subscribe to the podcast version and listen to each show whenever your sched…

The Microsoft LinkedIn Deal: What it means for advertisers

While much of the talk about Microsoft’s plans to buy LinkedIn for $26.2 billion in cash, announced Monday, has focused on beefing up its cloud business, there’s much to be considered for advertisers, particularly B2B advertisers.In past years, Bing Ads executives have talked about the breadth of user data that Microsoft has spanning work and personal accounts and hinted at a newfound willingness to open access to that data vault for ad targeting under Satya Nadella. In 2014, David Pann, Bing’s General Manager, told me in an interview that they were looking at ways to integrate with Azure, Microsoft’s cloud platform, and find ways to leverage the business intelligence that platform offers.However, this messaging has never been widely articulated and the translating the value of that trove of data to advertisers has been muddled if discussed at all.Fast forward two years, and the LinkedIn acquisition would seem to pave a clearer pathway for clearer messaging and intentful data integrat…

Creating the VIP treatment for your customers

Imagine the ultimate online shopping experience: An hour after you search online for a pair of shoes for an upcoming event, your favorite shoe retailer delivers a variety of relevant shoe recommendations, including new arrivals, directly to your inbox. You decide to revisit the retailer’s site, continue browsing and see recommendations for complementary items that pique your interest. But you get distracted and leave without purchasing.The next email from the retailer reminds you about the shoes you were considering and includes a coupon to use towards your next purchase. The relevance and timeliness of the email encourage you to revisit the retailer, and the on-site recommendations are perfectly curated to your tastes. You end up purchasing the perfect shoes and accessories for your upcoming event.Technology gives marketers the opportunity to treat every customer like a VIP. Bespoke experiences harness the power of external and customer-centric information, utilize advanced algorithm…

How ignoring online reputation can destroy your PPC campaign

There is an attitude among digital marketers that pay-per-click advertising is easier to master than other types of online marketing. Unfortunately, taking a shortcut to prominence can go hand-in-hand with laziness, leading to a disregard for everything else online. This is a hidden cost — ignoring online reputation can be destroying your PPC campaigns. Let me explain.Anyone who’s worked in search engine optimization for any length of time has run into people who are sometimes intimidated by the complexities that are involved. Either they feel that it’s too difficult to attempt to accomplish, or they’ve been burned by one of the myriad ongoing algorithm updates and washed up on the shore of abruptly ruined rankings.They sometimes have declared bankruptcy on organic rankings and feel the best security is in just buying placement outright from Google, Bing and other significant online channels.I’ve run into companies that primarily buy their placement in the online marketplace, as well …

How 3 brands are using Facebook Live to connect, engage & inspire their fans

From exploding watermelons to moms in Chewbacca masks – Facebook Live is quickly proving its power to win a sizeable number of viewers, comments, and shares in a short amount of time.Among the top brands and video producers using the platform, Dunkin Donuts, The Young Turks news network, and the food-focused channel Tastemade all report seeing substantial engagement with their Facebook Live broadcasts.Melanie Cohn, social media manager for Dunkin’ Donuts, says her brand saw success from the start with its first Facebook Live session back in February giving fans a peek into the Dunkin’ Donuts kitchens.“Because of this success, we decided to utilize the platform again on one of our favorite holidays, National Donut Day,” said Cohn.Just last week, the brand featured its manager of donut excellence, Rick Golden, demonstrating a special recipe for a donut cake on Facebook Live from the kitchen at Dunkin Donuts’ corporate headquarters.Tastemade’s head of programming, Oren Katzeff says his …

A handy guide to content marketing for mobile

A responsive website is not a mobile strategy.There has been a lot of re­cent articles on mobile and more and more of us are getting on-board but how can you, from a people-centric content marketing perspective, optimise your website for mobile? Let’s begin…Technical changeGoogle has strengthened its mobile-friendly ranking signal to include site speed, so should you. This also helps with UX and general engagement. This is the first technical change you need to do and by far the last thing you need to do for mobile.Micro-moments“When consumers don’t have a lot of time to make a decision, they tend to focus on a few key criteria or product attributes”Think With GoogleWe need to start optimising content to reflect mobile behaviour.Now I’m not talking about Responsive Content Marketing, but I am saying that we should now make content layout 3D based on devices.To begin a mobile content marketing strategy, you should think about a time schedule and match this time to the days of the we…

5 strategies to convert your readers into email subscribers

In the age of information marketing, email is widely considered the most effective medium to generate revenue, converting better than social media, search engine optimization and pay-per-click advertising.Your email list is arguably the biggest asset in your online business. Unlike other popular platforms, email gives you the opportunity to own the relationship with your prospects and customers. Your subscribers aren’t contingent on the recent algorithm changes of traditional social media and SEO.Email marketing allows you to communicate with your subscribers at an intimate level. Contrary to popular belief, you don’t have to resort to aggressive tactics to build your email list.Today, I’m going to share five strategies that you can use to improve your email marketing and convert your readers into prospects.1. Tactfully place opt-in forms on your blogOpt-in forms are an effective way to generate leads directly from your blog; however, using too many forms can potentially come across a…

Microsoft to Acquire LinkedIn in a Deal Worth $26.2 billion

In a surprising turn of events, Microsoft today announced that they’ll be acquiring the professional social network, LinkedIn in a massive all-cash transaction deal worth $26.2 billion. LinkedIn’s share will be valued at $196 past the purchase which is expected to complete by this year’s end.As far as titles are concerned, Jeff Weiner will be staying as the CEO reporting directly to Satya Nadella, Chief Executive Officer, Microsoft. The Redmond tech giant also stated that LinkedIn will be functioning as its own brand, culture, and independence as of now. Microsoft is expecting to amplify its services social integration with the professional network providing customers better consistency and synchronization across both platforms. LinkedIn will be benefiting by reaching a vast audience with Microsoft’s immense corporate software ecosystem ameliorating their diminishing growth.Commenting further on the announcement, Nadella said: “The LinkedIn team has grown a fantastic business centered…

Microsoft buys LinkedIn for $26.2 billion

Credit: Microsoft Microsoft is buying LinkedIn. The all-cash deal is worth just over $26 billion.The deal was announced in pre-market trading this morning. LinkedIn shares were trading up nearly 50 percent, while Microsoft was down 5 percent according to CNBC. In Q1 2016 LinkedIn reported earnings of $861 million.LinkedIn CEO Jeff Weiner will remain to run the company and report directly to Microsoft CEO Satya Nadella. The deal has been approved by both boards and will close later in the year. It’s unlikely that regulators would seek to block the deal.In the video below Nadella speaks about connecting Microsoft’s productivity tools to “the professional network” (LinkedIn). I think what that means as a practical matter is LinkedIn integration into Microsoft software tools and vice versa.Nadella says in the video that he has been thinking about this for a long time.The deal makes sense for both companies. The interesting question to contemplate now is, how deep the integration will be an…

[WATCH] Marketing Land Live #17: Apple gets into paid search, Snapchat’s new Discover tab & more

With Apple’s developer conference, WWDC, on the horizon, the company recently shared its plans to begin offering paid search ads for app developers inside the App Store. Very few details are known about how the ad system will work, but in the latest episode of our weekly video show, Marketing Land Live, we talked about how this could open the door for Apple to launch paid search on other properties (Apple Maps, Spotlight search, etc.).We also discussed Snapchat’s claim about the benefits of including sound in online videos — a contrarian approach to Facebook, which tells publishers that their videos should be viewable with no sound. Pinterest also made news with its move into tying Promoted Pins to offline shopping behavior.This episode runs about 47 minutes and features Marketing Land’s Ginny Marvin, Tim Peterson, Greg Sterling and myself. You can watch the replay below, and be sure to scroll below the video for this week’s Show Notes, with links to the stories we talked about.If you…

MarTech Today: Lenovo launches first Tango phone, Quantifind opens data platform & Google unwraps Nearby

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Lenovo launches first-ever phone equipped with space-sensing Google Tango
Jun 9, 2016 by Barry Levine
Called the phab2PRO, the new device offers the ability for marketers to place products and experiences right in people’s living rooms.Data platform Quantifind’s new Analysis application lets marketers ask their own questions
Jun 10, 2016 by Barry Levine
Menlo Park, California-based firm has used similar approaches to discover which social conversations connect to terrorism.Android “Nearby” uses beacons to push apps and sites relevant to user location
Jun 10, 2016 by Greg Sterling
Service will alert users about apps or websites that have value in that place or business location.Android launcher and search engine Evie “reimagines” the mobile home screen
Jun 9, 2016 by Greg Sterling
Company wants to offer a better home screen and help users get thin…

Apple to introduce search ads to its App Store

In what seems like a stark contrast to Apple’s backing away from its longstanding mobile ad marketplace, iAd, the company will instead be getting back to the ad business, allowing app developers to pay for ads to appear on top of search results in the lucrative Apple App Store.Taking note from both Google and Facebook, Apple is making many moves to make its ad offering more open and accessible than ever.In the meantime, it is filling holes in its previous iterations of iAd, starting with a self-serve, second price auction-based platform with no initial minimum spends.Apple’s plan to open up APIs for campaign creation, management, and reporting shows how the tech giant is serious about giving advertisers the tools to make a more automated and simple manual process.Another smart move to create efficiency is Apple’s Search Match feature, which is similar to Google AdWords Universal App Campaigns in allowing an advertiser who is either more novice or strapped for time to set up a basic ca…