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Showing posts from June 15, 2016
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Green is in, yellow is out in Google text ad labels

Twin Design / Shutterstock.com Since April, users around the world have been spotting green “Ad” labels next to text ads in Google search results. Now, Google says, the green test is taking hold and is replacing the yellow labels that have been in use since Google first adopted the “Ad” icon treatment instead of shading in 2013.“We regularly test ways to improve the look and feel of our search results page. We’ve been experimenting with a green search ad label and have decided to roll it out based on positive feedback from users and advertisers. Our goal is to make our results page easy to use, and our labeling clear and prominent,” a Google spokesperson told Marketing Land.The change is rolling out globally on desktop and mobile. Google says the switch in color did not affect whether users were able to tell the difference between ads and organic listings, and that it studied it to ensure that wasn’t the case.Here’s a look at the before and after:

via Marketing Land

Social intelligence platform Unmetric launches Discover feature so marketers can see what other marketers have done

An image board in Unmetric’s new Discover feature When a brand wants to conduct a social media or other online campaign, the first step is to brainstorm the concept.Today, social media intelligence platform Unmetric is releasing a tool that can help generate ideas for the many online campaigns brands create.Called Discover, it allows a marketer to find popular topics, such as ones relating to holidays or other events, and then see the public organic and promoted posts from brands in a particular industry around those topics.While there are a variety of other social search tools, Unmetric says it is the only one that is focused entirely on brand content. Unmetric CEO Lux Narayan told me that, to his knowledge, there is no other such tool as Discover out there.A marketer can look at brand content by time, by level of engagement, by industry, and other parameters, and can tell which content or topics did well for specific brands.The platform’s machine learning and Unmetric’s human curator…

Taboola teams with AppNexus to sell native placements programmatically

Content discovery platform Taboola has partnered with ad tech firm AppNexus to scale access to Taboola’s native ad inventory. AppNexus advertising partners to buy programmatically placements in Taboola content recommendation widgets.Eighty-five advertisers have already run native ad campaigns on Taboola through AppNexus, the companies said.“Native has become a major opportunity for marketers of all sizes, enabling brands to engage with consumers in an authentic, invitation-based fashion where people choose to engage,” said Adam Singolda, founder and CEO at Taboola in a statement. “We’re excited to work together with AppNexus on unlocking the full potential of this new category, opening up our discovery platform to thousands of new advertiser partners, enabling brands to integrate native into their overall media strategies, programmatically.”Taboola partnered with Criteo in February to allow retailers to retarget users with ads in the recommendation box. And in April, Taboola announced…

The importance of micro-moments: The mobile customer journey

According to eMarketer, global mobile ad spend is expected to double from $100 billion in 2016 to nearly $200 billion in 2019 — accounting for over 70 percent of digital ad spend worldwide. This explosion in mobile ad spend mirrors the rapid growth of mobile, which has changed the game for advertisers and consumers alike. Mobile is now not just about the device; it’s a lifestyle. People are mobile, not just their devices.Customers are making decisions based on mobile content that serves the right purpose at the right moment. Content, therefore, needs to address user intent and be accessible everywhere — across multiple device types, multiple platforms and multiple channels.Mobile micro-momentsMore Google searches now take place on mobile devices than on desktop computers worldwide. Because of this massive shift in consumer behavior, marketers have had to recalibrate their mobile strategies.The key to mobile success lies in understanding this behavioral shift. Mobile has surpassed desk…

Tap into the power of your brand’s influencers

What is the power of an influencer versus the general population? And are their recommendations worth more than those of the average consumer?Download this white paper from ReadyPulse to learn about the impact of a conversation with an influencer as it relates to the final outcome in the mind of the buying consumer.You’ll also learn about the role influencers play in consumers’ decision-making cycles and what companies might be missing when measuring influencers’ impact on their bottom lines.Visit Digital Marketing Depot to get your copy.

via Marketing Land

7 e-commerce SEO trends we’re seeing in 2016

Few types of online business can benefit from SEO more than e-commerce websites that allow for direct consumer transactions. Not only can you secure more web traffic (and a larger stream of revenue), you can also optimize specific product pages to funnel traffic to your most profitable or popular pages.But SEO (and e-commerce in general) is always evolving. New technologies, new insights and new best practices emerge on a regular basis, and the best e-commerce webmasters are jumping on these changes to stay ahead of the competition.Below, I’ve compiled a list of seven important SEO trends in the e-commerce industry you should be paying attention to:1. Out-of-the-box SEO is better than everSEO technology is developing just as quickly as the search engines that have inspired them. What do I mean by “SEO technology”? I mean the third-party apps, widgets and tools webmasters can use to optimize their sites and improve results — with minimal manual input required.In fact, some “out of the …

Twitter will let brands target ads based on the emojis people use ๐ŸŽฏ๐Ÿ˜•๐Ÿค”๐Ÿค‘๐Ÿ™ƒ

Today is June 15, not April 1, which means this is a real thing that’s happening. Twitter is going to let brands target ads based on the emojis that people include in their tweets.This means that if you tweet, retweet, like or reply to a tweet that includes , you might end up seeing an ad for Charmin. No joke; I hope that happens. And if you’re a brand that wants to do that kind of thing, you can. You just have to buy your Twitter ads through AdParlor, Amobee, HYFN, Perion, SocialCode or 4C. Again these are real things now happening.This all sounds ridiculous, but it’s not really (right?). Emojis have become a really popular way for people to communicate, to the point that was the freaking word of the year in 2015 and people have pasted more than 110 billion emojis into tweets since 2014, according to Twitter.With all seriousness, being able to target people based on emojis isn’t that different from being able to target people based on keywords. In internet parlance,  and the word “l…

Are remarketing lists for search ads (RLSA) the future of PPC?

Paid search is a pretty awesome channel, but it’s not without its challenges.As the chart below illustrates, the cost per click (CPC) in certain highly competitive verticals can get super expensive – we’re talking more than $100 per click in some cases, for industries like law and finance.(This is Bing data, but it’s a similar story in AdWords.)Another challenge is that conversion rates really haven’t changed much in 15 years, whether you’re selling washing machines or alarm clocks. It’s around 2.5%.Finally, we know that desktop search query volume peaked in 2013 and that more searches are happening on the smaller, more competitive screens of mobile devices.As marketers, we want to get more for less. We want more conversions and we want them to cost less so we can maximize our profits, right?I frequently get emails like this:Larry, how do you make money with PPC today?If my cost per click goes from $1.50 to $4 with a Quality Score of 9 or 10, and it takes 75 to 100 clicks to make a sa…

Why pizza emojis and fridge cams are harbingers of industry changes ahead

In May 2015, Domino’s made history by announcing that Twitter addicts could now order late-night munchies simply by tweeting a pizza emoji at the brand. And while many were quick to label the concept as — quite frankly — idiotic, the brand’s announcement was, in fact, an early harbinger of an industry-wide reckoning looming on the horizon.Widespread changes in consumer behaviors are forcing brands to sit up and take notice or risk being left in the dust by “tech-savvier” competitors. As Susan MacDermid, founder and CEO of Ascendant Network, stated onstage at Digital Ascendant’s NYC Gathering in April, “All businesses will [soon] be technology businesses, and all marketing leaders must deeply understand technology.”The implied sentiment left unspoken was: “or else.” It is an argument that rings true, especially when given context by the following 2016 eMarketer statistics:5.5+ million US households will have “cut the cord” on pay TV subscriptions by 2016, eMarketer predicts.13.8 millio…

How to optimize your contact page for better conversions

Providing your future buyers with easy and varied ways to get in touch with you is the most obvious way to improve your conversion rate.So how to improve your contact page?Here are a few ideas…Add your full business address and a phone numberThis is just the matter of being trustworthy, especially if you are into an ecommerce, medical or financial business where customers entrust you with their personal data (like credit card details).Having this information visible is a clear sign to Google of trustworthiness of a site. But even more importantly, it eliminates anxiety in buyers as well.It makes sense to markup this information properly:Use click-to-call for the phone number for customers to easily call (especially from mobile phone). Here’s a code to use for that.Use Schema.org to point search engines to your business official address (especially for local business. Here’s schema code for that (scroll down to the actual examples) or you can use this free online generator.Add a call b…

Facebook: 1.15 billion people log in using at least two devices or browsers every 3 months

Facebook has finally put a number on how many people are flitting around from different devices and browsers in an effort to demonstrate how futile the web’s tracking mechanism of choice, the cookie, is at connecting those dots.Facebook has found that 1.15 billion people around the world have logged in to Facebook using at least two different devices or browsers over a 90-day period.Facebook wants to make a big deal about this stat because it thinks it will make marketers take the cookie problem more seriously. Maybe marketers fully understand that a cookie can’t follow people from one device or one browser to another and are therefore incapable of recognizing that someone who saw an ad on their smartphone is actually the same person who bought the advertised product on their desktop. Maybe marketers are well aware that Facebook is trying to replace the cookie with the Facebook log-in as the dominant digital ad tracking and measurement mechanism, which is why it bought Microsoft’s Atl…

IBM’s Watson now powers Lucy, a cognitive computing system built specifically for marketers

A screenshot from Equals 3’s video about Lucy. Suppose that, someday in the future, a data-besieged marketer could use menu commands or plain English text to ask questions about any data.That future, according to a company called Equals 3, is here and it’s called Lucy.Launched recently, she is the first marketing-focus portal built on services provided by IBM’s now-legendary cognitive supercomputer, Watson.“There is nothing in the marketplace like Lucy,” Equals 3 managing partner Scott Litman told me. “She is a user interface for all my marketing systems.”The name of his company, which was founded last year, derives from the idea that a person plus a computer can equal something bigger than their sum. Lucy’s name is taken from a grandchild of IBM founder Thomas Watson.Equals 3 doesn’t have an exclusive arrangement with IBM to utilize Watson for marketing, but Litman pointed out that his company has concocted a unique creature among the approximately 100 commercialized solutions based o…

Merkle launches addressable ad solution that builds audiences from publisher, advertiser & Merkle data

This week, Merkle launched its own effort to facilitate addressable ad targeting across a network of premium publishers with a new solution called Publisher Addressable Marketplaces (PAM).PAM brings together access to publishers’ known audiences, advertisers’ first-party data, and Merkle’s DataSource database, which spans over 90 percent of US consumers and more than 1,000 attributes, according to Merkle. Together this user data is grouped into CRM-based audiences that advertisers can target across the publisher network on mobile and/or desktop without relying on cookies.PAM relies on Merkle’s CRM data onboarding and analytics and Sonobi’s JetStream ad tech platform that is open to both advertisers and agencies.“With PAM, we are expanding the number of viable options available to the advertiser for truly people-based media that delivers scalability across leading publishers. This offering supports the movement in the programmatic industry away from tonnage and CPM efficiencies toward …

Here’s how to position yourself to be a new mobile leader

You’re organizing all wrong around mobile. It’s tough to hear, but it’s true.At some point over the past few years, your CEO, board or executive team found religion in mobile. The edict that this is the year of mobile came down from above.With the best intentions, your organization tapped its top performers (probably you, if you’re reading this) to create a cross-functional “tiger team” to move fast and set your organization up for success.However, it wasn’t that simple.Who owns mobile?The rapid rise of mobile created a fundamental shift in the organization of many companies. Many executives were faced with the deceptively simple question: Who owns mobile?With no clear ownership, battles have been fought between product and marketing within organizationsto understand who owns which pieces of the mobile puzzle.To me, the most important of these tools are the push and in-app messages thatI’ve written so much about. These are great examples of the organizational divide. Which team has th…

Zeiss VR One Plus Headset Helps Track Your DJI Drone in Virtual Reality

Zeiss VR One Plus, the latest VR headset from the leading optics maker has now debuted at the E3 with the official launch scheduled in August. It’s however worth noting that the VR headset which apparently is the successor of the Zeiss VR One has nothing to do with the smartphone maker OnePlus!While retaining the ergonomics, material quality and optics of its older sibling, the VR One Plus headset brings a number of notable updates to the table. Well, the most important among them is the support for just about any smartphone. Precisely speaking, the Zeiss VR One Plus supports any iOS smartphone and the Android ones with display size ranging from 4.7 inch to 5.5 inch. This is a marked improvement over the last generation headset which came with support for just a few selected handsets.“The VR landscape has changed significantly since we launched the VR One in 2014,” said Franz Troppenhagan, Senior Product Manager at Zeiss. “The new Zeiss VR One Plus VR headset addresses feedback we rec…

Why big brands sponsor Little League (and why you might want to, too)

Whether you’re a local business looking for more walk-ins or a startup launching in select regions across the US, your marketing team needs to access people who live, work, eat and play locally to your target city.Sponsorships of events and nonprofits provide this way “in” to a local community. They’re personal and relaxed, and they’re the ultimate silo-free marketing option, with SEO, PR, branding, networking and social media benefits for sponsors.In fact, in a 2015 Brandmuscle study (email registration required), 80 percent of local marketers polled were satisfied with event sponsorships, and 71 percent felt the same about supporting local nonprofits. This is compared with a 65-percent satisfaction rate for traditional media and an average of 67 percent satisfaction with Facebook and Twitter.But! Like any endeavor that seems too good to be true, this intro hides a hidden cost: local sponsorships can be a total time suck.Many of Brandmuscle’s respondents reported that in spite of the…

MarTech Today: Impact Radius adds Forensiq, Apple Maps becomes a platform & more

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:Tracking platform Impact Radius buys anti-ad fraud service Forensiq
Jun 14, 2016 by Barry Levine
Acquisition creates what the newly combined company says is the first such service with a built-in, major anti-fraud capability.Here’s my exclusive look into SMX Advanced, only 1 week away
Jun 14, 2016 by Chris Sherman
Search Engine Land’s SMX Advanced, the only search marketing conference designed exclusively for experienced internet marketers, is returning to Seattle June 22–23. Here’s a preview of what to expect.Survey: Android Pay most used payment app, security fears holding adoption back
Jun 14, 2016 by Greg Sterling
Survey found that P2P payments were growing faster than in-store mobile payments, driven by Millennials.For first time, Urban Airship and Sprint use mobile wallet passes as sweepstakes entries
Jun 14, 2016 by Barry Levine
The …

Xiaomi Mi Max with Humongous 6.44-inch Display to Launch in India on June 30

Buoyed by the exuberant success of the Redmi Note 3, Xiaomi is all set to introduce their humongous phablet dubbed the Mi Max in India on June 30th. Incidentally the 6.44-inch Full HD 2.5 Curved IPS display on the front of the Xiaomi Mi Max does justice to its Max tag.Xiaomi launched the Mi Max in China this May with a powerful Snapdragon 650 Hexa Core chip under the hood, which incidentally is the same as the one powering the Redmi Note 3. There’s also a Snapdragon 652 octa core variant which comes at a slightly higher price point. Speaking of variants, Xiaomi Mi Max comes in three options – 3GB RAM, 32GB storage, Snapdragon 650 priced at 1499 Yuan/USD 230; 3GB RAM,64GB storage, Snapdragon 652 priced at 1699 Yuan/USD 260 and a 4GB RAM, 128GB storage, Snapdragon 652 priced at 1999 Yuan/USD 306. It’s yet not clear whether Xiaomi will be launching all these variants in India. Going by their past record, the Chinese smartphone brand may end up launching only a single variant to start wit…

OnePlus Farewells the OnePlus X Series, Shifts Focus to Flagship Products

OnePlus is primarily known for their flagship smartphones since the inception. They did extend the lineup with a new ‘X’ series last year, although, it mostly never took off mostly because customers were attracted to their top-tier handset which isn’t a costly investment itself when compared to other established brands. Now, however, the Chinese company has decided to proceed with a single “true flagship” handset ditching the OnePlus X series or any future budget offering for that matter.Pete Lau (CEO, OnePlus), at the OnePlus 3 launch event in Shenzhen mentioned that the alteration in strategy partly comes from their recent shift to provide better customer experience and services. Additionally, this long-term plan comprises of integrating the company’s development resources for their global Oxygen OS ROM and the China exclusive Hydrogen OS which is a highly skinned version of Android, an official announcement for the same is expected to be done sometime later this year. Moreover, Lau…