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Showing posts from June 20, 2016
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3 digital marketing opportunities for franchises

Local search marketing is a complicated system. Standard SEO techniques such as keyword-rich content, well-optimized meta tags and a strong backlink profile are always important. For multi-location franchises, add the complications of Name, Address and Phone Number (NAP) accuracy, maintenance and distribution of local business listings, proactive management of Google My Business data and citation development, and you have a real challenge, especially for large franchises in competitive markets.This article addresses three significant opportunities that are often overlooked by digital franchise marketers.1. Proactively manage local business listing dataPossibly the biggest challenge in local search is keeping your local business data accurate and consistent across the web. With Google and various directories frequently making automatic updates, proactive review and management are a must. To do so, franchise marketers must start with an accurate list or database of NAP, hours of operati…

Facebook’s web app-like Canvas ads can now run as organic Page posts

Facebook’s web app-like Canvas posts can contain interactive photos and autoplay videos. Facebook has a new weapon in its arsenal in the war for people’s digital attentions. Starting on June 22, anyone operating a Facebook Page will be able to use Facebook’s web app-like Canvas ad format for their organic Page posts.Facebook’s Canvas ad format doesn’t offer much different compared to what brands and publishers can publish to their own sites. The format resembles the splashy feature stories published by Vox Media or product showcase pages produced by Nike. A Canvas ad or organic post can include text, full-screen and in-line videos that play automatically, photo carousels and panoramic photos that people can swipe or tilt around to see more.But there’s one big difference between the interactive pages brands and publishers are already posting to their own sites and Canvas posts: Canvas posts live on Facebook (though only on mobile, not desktop). That means they load quickly — up to 10 ti…

What your boss actually wants from your local search reports

Local SEO is a critical part of an overall digital marketing strategy, but relaying its importance through weekly, monthly or bi-annual reports to your boss or clients is a challenge. People’s eyes tend to glaze over, especially if they’re looking at the same metrics every month.It’s easy to succumb to “Broken Record Syndrome” when local search reports cover the same territory month after month, and it can be difficult to find and integrate something new and valuable.But these reports are critical for justifying the budget to continue and strengthen local search campaigns. Optimizing local listings, updating photos, building links and employing other tactics to strengthen a brand’s position in the local landscape take time — and time takes money.Avoiding “Broken Record Syndrome”Instead of being a broken record and discussing local keyword position performance and reviewing fluctuations, find new metrics to track over time that support funding your local search campaigns. I’ll provide …

Overcome 14 common challenges digital agencies and media companies face

Every agency and media company today faces a growing list of challenges that keep them from entering or sustaining success in the local digital space.Do any of these sound familiar?high client churnmultiple tools and vendors are hard to managemarketing ROI is hard to measureclients have varying needsGet this eBook to learn how to address these issues and more. Discover real solutions to help you overcome and achieve real ROI selling digital solutions.Visit Digital Marketing Depot to download your copy.

via Marketing Land

Live Blog: Facebook keynote opens Marketing Land’s Social Pro conference

Good morning from beautiful Seattle! We’re at the Bell Harbor Convention Center today, overlooking Elliott Bay, for the start of Marketing Land’s Social Pro conference.Two days of intense and informative social media marketing training begins shortly with a keynote from Wei Kuan Lum, Facebook’s Head of SMB Business Marketing. We’re expecting her to talk about where Facebook is headed and what it’ll mean for small business owners, social media marketers, digital agencies and more. The keynote is due to begin at 9:00 am PT, so come back then and follow along as we live blog the opening keynote.

via Marketing Land

[WATCH] Marketing Land Live #18: Apple’s WWDC news, MSFT buys LinkedIn, Facebook “all video” & more

Last week was a big one for marketing news, and that prompted a full hour’s worth of conversation and analysis in the latest episode of our weekly video show — and now a podcast, too — Marketing Land Live.We began by discussing the news from Apple’s annual developers conference, including the potential impact on Google from Apple’s move to bring Siri search to the desktop. We also talked about the Microsoft-LinkedIn deal and what it might mean for digital advertisers. There were a couple rants during the show — one about a Facebook VP’s prediction that News Feed will be “probably all video” within five years, and the other about the confusion over how Google Autocomplete works and accusations that it’s been favoring U.S. presidential candidate Hillary Clinton.This episode runs just under an hour and features Marketing Land’s Ginny Marvin, Greg Sterling, Danny Sullivan and myself. You can watch the replay below, and be sure to scroll below the video for this week’s Show Notes, with lin…

Just because they’re sharing, it doesn’t mean they’re reading

If you’re visiting this article before or after sharing it on a social channel, then may I offer you a warm welcome to an increasingly exclusive club. For you are just one of the 41% of people who not only shared the article but actually read it too. In news that will embolden some, depress others and possibly surprise nobody, a new study by computer scientists at Columbia University and the French National Institute reveals that 59% of links shared on social media have never actually been clicked.As the Washington Post put it this weekend in one of their best headlines ever – 6 in 10 of you will share this link without reading it, a new, depressing study says.Back in 2014, it was estimated that social media referral was responsible for 30% of total visits to websites. However according to the research published by HAL (yes, a group of computer scientists publish their research under the name HAL, what of it? Why are you terrified?) and using a dataset amounting to 2.8 million shares,…

Mobile ad networks: Can’t live with ’em, can’t live without ’em (a survival guide)

Mobile ad networks are one big reason mobile remains one of the hardest facets of digital marketing to master. We can’t scale without them because most mobile media is purchased through them, but they are a huge source of headaches, since they tend to be black boxes.Mention “networks” to a good share of mobile marketers, and you’ll get a glare; all too often, it feels like the network/client relationship is heavily skewed towards lining the vendor’s pockets, not doing what’s best for the client.That said, there’s a tradeoff there; networks have to be good at working within the client’s goals so the client keeps spending money.An aside: Using “network” as a blanket term could tick off many of the providers under that blanket, so we’ll go with the following: Networks are companies that use basic technology to aggregate media buying, and third-party media vendors cover related companies like SSPs, DSPs and every company that buys media.Clear as mud, right? Well, let’s break this down fur…

Can you trust your media buying agency?

Trust is the foundation of all relationships, particularly those in business. If you didn’t trust your agency or technology partners, you wouldn’t be using them — especially as it relates to your advertising investments. But the old adage, “Trust, but verify,” holds true today, more than ever.Earlier this month, a damning report — produced by K2 Intelligence on behalf of the Association of National Advertisers (ANA) — uncovered hidden practices within the advertising agency world. These practices involve, among other things, accepting undisclosed rebates from media and tech companies, charging undisclosed markups on media and other conflicts of interest.While some industry insiders may brush these practices off as common knowledge, I think most marketers would find them unsettling. Given that agencies are supposed to work in the best interest of their clients, news of these practices should be taken seriously, especially at the CMO level.To summarize these non-transparent practices, l…

Google’s Optimize 360 creates exciting opportunities for testing & personalization

By now, you’ve probably heard a bit about Google’s new Analytics 360 Suite of products, designed to give enterprises a truly integrated package of marketing analytics and optimization tools.While some of the 360 Suite is composed of products that have been around for a while — such as Analytics 360 (formerly known as “Premium”) and Tag Manager 360 — several of the Suite’s products are brand-new. These include Audience Center 360, Data Studio 360 and the tool I’m most excited about: Optimize 360.Optimize 360 allows you to run A/B or multivariate tests, as well as personalization campaigns, on your site. Of course, a variety of tools already offer these features: Optimizely, Monetate, Maxymiser and a host of others. So you may be wondering why you ought to be excited about the latest entrant in a crowded field.If you’re already a Google Analytics (GA) user, Optimize 360 should be very exciting indeed. Here’s why: As a marketer, you can define important, valuable audiences in Google Anal…

Everything you need to know about AdWords’ store visit conversions

Ecommerce sales came to more than $341 billion in 2015. That’s huge. But amazingly, 90% of sales still happen in stores, not online, according to Google.That’s why AdWords introduced the in-store visits metric in 2014. The consumer purchase journey is now more complex than ever – and Google wanted to create a way businesses could understand how much in-store foot traffic their location-based PPC ads were driving.Thus far, Google has measured more than 1 billion store visits. But not every business has access to this powerful metric.At the Google Performance Summit – where Google announced Expanded Text Ads, new local search ads, and gave us a preview of the new AdWords interface – in-store conversions were one of the huge topics of conversation, and Google promised this metric would soon become more widely available to more businesses.If you’re a local business, the combination of new Google Maps Local Search ads and in-store conversions will be an absolutely killer combination.To get…

MarTech Today: Wayin + EngageSciences, Facebook flips its ad tech strategy & more

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Wayin + EngageSciences = a different push/pull engine for user expression or a new Frankenstein?
Jun 16, 2016 by Barry Levine
Wayin’s recent acquisition of EngageSciences creates a platform for showcasing user content while capturing user opinions and info.How Facebook turned an end-to-end ad tech strategy on its head
Jun 17, 2016 by Tim Peterson
Facebook’s shutdowns of FBX and LiveRail and expansion of Audience Network show an ad tech strategy oriented to advertisers and geared to protecting its data.Twitter adds live video button for iOS & Android & says Periscope embeds are on the way
Jun 16, 2016 by Amy Gesenhues
Twitter confirmed users will soon be able to embed Periscope broadcasts across the web the same way they can embed tweets.SMX Advanced Local Workshop: tactics from Google, Bing, leading local experts
Jun 16, 2016 by Greg Ster…

LISTEN: SocialPro Conference Preview Podcast

Marketing Land’s Social Media reporter Tim Peterson chats with special guest speakers from our SocialPro Conference happening in Seattle, Washington, Monday and Tuesday June 20-21st. Hear their insights on the current state of social media marketing and which platforms are taking the lead in user engagement.PLAY: SocialPro Conference Podcast
Geoff Colon. Group Product Marketing Manager, MicrosoftGeoffrey Colon is a Communications Designer, Social Data Expert and Growth Marketer at Microsoft for the Bing Ads product based in Bellevue, Washington. In his role, Geoffrey leads a scrum team of search and social media marketers and data analysts who create, execute and measure digitally-driven strategies to help drive education and adoption of the Bing Ads product by small to medium sized businesses and premium marketers and advertisers. He is also a subject matter expert on personal branding, the DIY economy, social data, socializing the enterprise, content marketing and disruptive innovati…

A new YU, a new Rahul Sharma too?

For most people, the defining moment of a tech product launch presentation is when the price of a product is revealed. But at the launch of the Yunicorn, the latest device from YU, Micromax’s sister brand, the moment came just a few minutes before the announcement of the price.Micromax co-founder Rahul Sharma, asked for a microphone for the Flipkart spokesperson on stage. A slightly flustered assistant handed him a large hammer (which was supposed to be used to break a box and later reveal the final price later) instead.Rahul stared at the hammer for a second. The world seemed to stand still. Would we see a display of temper or a flustered attempt to cover matters up? We saw neither. The Micromax and YU co-founder just laughed and said:“Abe, ye microphone hai?
(“Oi, is this a microphone?“)The laughter that followed was a rather surprising hallmark of the launch event. Surprising because, although he is the co-founder of arguably two of the most talked about Indian phone brands in rec…

Why retail needs to prepare for digital transformation

Digital transformation is disrupting industries whether we like it or not. But is the retail sector as prepared for this as it needs to be?ClickZ Intelligence’s most recently published report The Pulse of Digital Transformation suggests not. It found that in a survey of more than 400 US readers, just 26% of retail and e-commerce specialists had a formal plan in place for digital transformation.Financial service providers fared comparatively better, with 56% reporting that they had a formal digital transformation plan in position. But ClickZ’s ‘Innovation in Retail Banking’ report illustrates just how much the digital disruptions taking place in the financial sector will affect retail and ecommerce as well.The report looks at several major innovations in banking and payments, including contactless payments and the Internet of Things, which are the face of digital disruption in the banking sector. Here’s why these technologies are equally big news for retail, and why it unquestionably n…

Relaxed FDI Norms Red Carpets Ikea and Apple Stores in India

It’s a well-known secret that Apple has been trying to setup its exclusive retail stores in India, but due to the stringent FDI rules that required mandatory partial local sourcing, companies like Apple had hit a roadblock. Now in a recent turn of events, it seems that companies like Apple and Ikea will finally be able to setup their own retail stores in India. The breather comes in the form of amends in FDI rules that would now allow 100% FDI in single-brand retail trading with relaxed norms.The FDI overhaul seems to be the result of a high-level meeting which was presided over by Indian Prime Minister Narendra Modi. Apple had been vying for the permission to setup its Apple Stores which have been known for their unprecedented customer care and quick turnaround time for customer resolution. It is through these stores that Apple would finally be able to bridge the gap between themselves and the customers.A couple of months ago it was speculated that Apple would be exempted from the FD…

LeEco Buys Yahoo’s Land in Silicon Valley as it Gears up for the US Launch in August

LeEco, the high flying Chinese company, has been gradually working under the rocks to make a splash into USA market since April this year after having acquired an 80,000 square feet of office space in San Jose. Now, the Chinese startup, popularly known as the Netflix of China, has confirmed news regarding the acquisition of a 48.2-acre plot from Yahoo located in the heart of Silicon Valley for a whopping sum of $250 million.As per a report by Breitbart, LeEco has paid nearly $143 million more than what Yahoo had incurred to acquire the land back in 2006. Incidentally, the plot located near Levi Stadium, which the Chinese firm has now acquired at a rate of $5.2 million per acre had been lying unoccupied for the past few years and was only being used occasionally for parking a few vehicles. The report further reveals that LeEco is approved by the city government to build a 3 million square feet office space, housing nearly 12,000 employees on the aforementioned plot.LeEco however is rep…

Acer e-Store Hack Gives Away Payment Card, Address and Numbers Detail

Just as the world seems to be getting over the thought that PC makers are either oblivious to security threats or really don’t care about it, Acer’s database has been hacked and the theft includes full payment card details and the personal records. Well, this definitely has something to do with Acer not being able to secure its database adequately and also the fact that PC makers are cramming up Potentially Unwanted Programs onto their PC’s, remember the Lenovo Superfish debacle?The leak came to light after a year and it is now that Acer is sending out PDF to users warning them about the data compromise which is expected to have happened between May 12 and April 28 2016. The company however didn’t reveal the number of customers affected by the data theft and instead tried to comfort the customers by citing the fact that no passwords or social security numbers of the victims were stolen.Acer VP Customer Service, Mark Groveunder quoted as follows “We took immediate steps to remediate th…

OnePlus 3 Camera Review: Attempting to Touch Greatness

It might have made more news with its sandstone finish backs, innovative UI and of course, its too-good-to-be-true “specs to price” ratio but any self respecting cell shutterbug will tell you that OnePlus’ devices have always sported decent cameras. Both the OnePlus One and OnePlus 2 came with cameras that scored in the detail department and were relatively consistent performers, although many considered to be a few steps below the best from the likes of LG and Samsung.Well, with the OnePlus 3, the company has tried to climb those steps. In pure spec terms, the phone ups the ante, going from the 13.0-megapixel shooters seen on the OnePlus One and OnePlus 2 to a 16.0-megapixel shooter – it is a Sony IMX298 sensor with f/2.0 aperture and both optical image stabilization as well as electronic image stabilization, which should help in capturing low light shots as well as reduce ‘shake’ caused by less than steady hands. There are some software tweaks too, with a manual mode being added to …