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Showing posts from July 1, 2016
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SMX Advanced recap: Dr. Pete’s Guide To The Changing Google SERPs

For those of you unfamiliar with him, Dr. Pete Meyers is a marketing scientist over at Moz. He is responsible for building the MozCast and likely as a byproduct of that has spent a lot of time examining all the different changes to Google SERPs.Local and social have been huge parts of the constantly changing Google SERPs and will continue to be for the foreseeable future. The average SERP can have 5+ different features just as a rule, with the local pack, knowledge graph, AMP and in-depth articles being increasingly common.In fact, mobile SERPs have moved so far away from the traditional 10 blue links, it’s not even worth thinking of them in that framework anymore. And since Google seems to think they can offer a better and more information-rich mobile experience than in websites, that isn’t likely going to change anytime soon.[Read the full article on Search Engine Land.]

via Marketing Land

SMX Advanced recap: Using Paid Search & Social Together to Deliver the Ultimate Knockout Punch

As always, SMX was chock full of new ideas and actionable content. One of the struggles that many media teams face is the disconnect between the digital strategies that one team owns versus the strategies being implemented by teams that are responsible for other digital media types. This particular session brought together leaders in paid search and paid social to provide insight into:Proven ways to bridge the knowledge gap between teams.Building a cohesive strategy.Working in tandem to deliver results.Maggie Malek, Head of PR & Social at MMI AgencyMalek kicked off the session noting that ad blockers are on the rise and that the key to getting around ad blockers is to put people before efficiency. In other words, putting in the time to create useful content pays off. In order to do that, Malek emphasized that search and social teams need to work together.To truly maximize combined efforts, it’s important to understand the role of search and social in the buying cycle and to make s…

How e-commerce SEO matters in strategic redesign of web shops

Baking a cake is easy — when you use all the right ingredients from the beginning!But just imagine how it would be if you mixed the batter, poured it into a tray, sprinkled icing sugar all over it, and were just about to pop the creation into the oven… when you remember that you forgot to add eggs!You’d have to do either bake it without the eggs, resulting in a flat and crumbly cake, or you’d have to start over again from scratch, this wasting valuable time, energy and ingredients.Sadly, many Web shops and online businesses build their website in the same way. They neglect to involve SEO professionals early in the design process, and then expect to hire an SEO specialist to wave a magic wand over it and make the site rank well on Google.It doesn’t work that way.You should aim to build your website right the first time. I see so many sites underperform their potential or get a wrong start because they ignored the importance of SEO during the planning phase. It leads to frustration, was…

3 doable steps toward always-on, always-relevant marketing

The traditional marketing campaign is a topic long debated by industry experts and novices alike. For every article declaring that the campaign is dead, there’s another celebrating its virtues. And while the future of marketing will likely be about continuously engaging customers with relevant content seamlessly across channels, that world can seem like a far-fetched fantasy compared to the current day-to-day rush of getting even basic campaigns out the door.Ideally, marketing is like a great conversation with a customer. The customer speaks (through actions), and the brand listens, thinks (by layering on intelligence), and responds. This is a continuous process whereby the customer manages their own journey, and the brand is continuously adding value.Unfortunately, getting to this type of always-on, one-to-one marketing at scale is a real challenge. Luckily, you can start working toward the ideals behind this approach, namely engaging your customers at the right time and as individua…

How to create insights from consumers’ click histories

Without any action behind it, data is just a bunch of numbers. Clickstream data is particularly valuable, providing insights about what consumers are doing.Data alone does not lead to insights. Analyzed data backed by a hypothesis and placed in the right context, on the other hand, does.Clickstream information is a particularly good set of data for marketers to examine if they want to understand their customers better and connect with them based on their actions.The many benefits of clickstream dataWith clickstream data, you can examine not only how customers are interacting with your brand, but also what they are doing before and after they arrive at your site.Clickstream information is based on consumers’ actual click and browsing behaviors, with records of click-throughs and URLs visited collected in the order they occurred, giving marketers important, industrywide insight into online behavior, the customer journey through the funnel, and user experiences.Rather than providing simp…

Buying display media in advance or in real-time: What you need to know

Online display marketing is confusing. It’s a never-ending list of platforms, funnels, features, acronyms and measurements to get your head around. To make matters more complicated, a new type of buying has risen in the past decade that lets you purchase ad space in real-time: programmatic buying.Before you dive into the online tutorials and start on-boarding programmatic for your marketing team, let me give you a quick summary of what it is and some guidelines to help you determine whether it’s worth your investment.What is reservation buying?Reservation buying, or direct buying, is the traditional way of buying media. It’s basically where you speak directly with a publisher and “reserve” a minimum number of impressions in advance for a specific run length at a predefined price — just like how you would buy media offline in print and TV.What is programmatic display?In programmatic buying, instead of speaking directly to a publisher, you buy ad space via a Demand Side Platform (DSP) s…

How to use images to bring real world credibility to your digital presence

We all know the importance of imagery, especially on mobile. However, the focus on icons and the fear of oversized pages has caused many designers to forget the power of pictures.The right emotive photograph of the right proportions that loads rapidly is a fantastic way to bring your offline identity in a homogenous digital world.In the physical world, many people love (or love the idea of) shopping in independent shops – music shops, fashion, books, surf shops, bicycles, delicatessens etc. – eating in independent restaurants and/or staying in independent hotels. There’s some joy in their individuality, expertise, quirkiness, familiarity. However, this differentiation often fails to translate into the digital world.This is particularly the case in retail. Too often websites are simply a list of products, often the same or similar products as can be found on plenty of other retailers… sometimes at a better price, with little (bar a logo) to express the retailer’s unique selling proposi…

Notif Log Maintains an Interactive History of Your Notifications on Android

Despite going through several iterations, handling multiple notifications on Android at the same time or while you’re busy is still a challenging job. There is a complicated native process to check previous notifications’ history, although, features like postponing or retrieving dismissed alerts, is not possible. Fortunately, on Android, there’s a straightforward app available now that maintains a functional log of your entire notifications’ history, called Notif Log.Notif Log is a free ad-supported application that sustains a log of your entire past and current notifications. Additionally, it comes with a plethora of interactive features like snoozing, pinning particular alerts, widgets and more to provide a vast control over them. Moreover, the developers recently added a floating pull-down accessible by swiping down from a specific corner of the display.As soon as you fire up the app, you’ll need to grant notification access which is just a one-time thing. Once done, incoming notif…

Facebook Messenger Platform gets updated: here’s what you need to know

In a little over two months since Facebook Messenger Platform was launched, the bot app landscape has changed pretty significantly. According to an update provided by Facebook’s David Marcus, Vice President of Messaging Products, the platform is attracting brands and businesses throughout, with more than 11,000 bots having been launched and more then 23,000 developers expressing interest for Wit.ai’s bot engine.But there’s more. As a result of the ongoing feedback from these developers, Facebook has launched a new blog for Messenger Platform developers, as well as an update to its Messenger Platform. Below are the features now being offered:Ratings: Developers can now be given ratings feedback in the form of a star so that they can improve upon their app. These star ratings are seen only by developers via email or in the bot dashboard.Quick replies: These are up to ten dynamic buttons that align with messages that help with automation of the conversation.Persistent menu: Navigation wi…

How to Enable Auto-Rotate on Android Phone’s Homescreen

Ever since the accelerometer was introduced in smartphones we have been tilting the display according to our preferences. While some of us find the auto-rotation a messy affair, the others (like me!) seem to have got the hang of it. Starting this year Google has introduced an important feature to its Google Now launcher and that is the ability to set the Android home screen in landscape mode.By default, any Android phone displays the home screen in portrait orientation and while the portrait orientation suffices in most of the scenarios, some prefer the landscape mode to better accommodate shortcuts and widgets. Now with the new feature, you can set the home screen in landscape mode without the need for a third party app.First things first, in order to set your home screen in landscape mode it is required that you set Google Now as the default launcher. Nexus devices usually come preselected with the default as the Google Now launcher while the other phones, especially those which com…

MarTech Today: First haptic design toolkit, IBM Watson for AdWords & Google voice commands

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:Now feel this: Immersion releases “first haptic design toolkit”
Jun 29, 2016 by Barry Levine
Its TouchSense Design Cloud allows marketers to create their own touch feedback for mobile video ads.Ads on digital billboards are now being triggered by four speeds of passing traffic
Jun 30, 2016 by Barry Levine
New campaign for Dannon Yogurt goes beyond previous message-changing based only on “slow” and “fast” traffic.Google’s new My Activity and Ads Personalization seek to make ads better, provide more user control over data
Jun 30, 2016 by Greg Sterling
A pragmatic mix of good policy and self-interest, My Activity and Ads Personalization give users more control and help enable more sophisticated ad targeting.SMX Advanced 2016 recap: Harnessing SEM analytics for smarter automation
Jun 29, 2016 by Christi Olson
Columnist Christi Olson provides ti…

Five most interesting search marketing news stories of the week

Look, I’ll level with you, I’ve pretty much just spent the week staring open mouthed at the internet while one more UK political crisis collapses into the next. You probably have too.It may not have affected your work, but you’ve probably felt less of a need to bingewatch anything particularly dramatic on Netflix.So basically this is all the latest search-related news that you may have missed over the last week, and frankly nobody would have blamed you if you hadn’t. Heck, Google could have announced a new line of sentient killer robots built suspiciously like Arnold Schwarzenneger and nobody would have noticed.Well hey, let’s see what happens…Facebook tightens its News Feed algorithm again, publishers feel the pinchIn what is the equivalent of a bank manager shouting at “lousy freeloaders” and emptying a bag of broken glass onto the ground to stop them from sleeping in the doorway, Facebook has strengthened its News Feed algorithm in order to show users fewer posts from publisher pag…

Latest Windows 10 Preview Build Reveals Microsoft’s Plan to Offer Windows 10 Subscription

Microsoft’s Windows 10 is arguably one of the most successful versions of the Windows Operating system. Part of this success can be comfortably attributed to the fact that for the first time, Windows was offered as a free upgrade for all the users. Microsoft has clarified that Windows 10 will be the last Windows OS and henceforth Windows will be marketed in the form of Windows as a Service (popularly referred to as WaaS).The latest Windows 10 upgrade, however, sheds some light on the Windows as a Service model with a rather mysterious .exe file with the name “UpdateSubscription.” The file is suspected to be the part of other preview builds as well but it is in Build 14376 that it was spotted first. A further click on the properties of the file reveals that it is indeed Windows Upgrade to Subscription tool and the date stamp corroborates with other administrative tools.Now this file might fuel the conspiracy theorists who have been suspecting and speculating Microsoft’s free update sin…

Alleged Specs of the Bigger HTC Nexus Sibling Codenamed Marlin Leaked

Google’s upcoming Nexus phones have been the centre of rumor mills for some time now, and finally there’s some conclusive leak that reveals the make and the specs of the upcoming Nexus devices.As per a new report, the Taiwanese firm HTC which has been facing a sluggish run off late will be making the two Nexus devices this year. This is in contrary to last year where LG and Huawei made the Nexus 5X and Nexus 6P respectively in collaboration with the Mountain View based company. That aside, the report reveals most of the specifications of the two highly anticipated smartphones.Talking of specs, the HTC made Nexus smartphones are expected to differ only in terms of display size and battery while keeping rest of the specifications same. Incidentally this makes us believe that we are possibly in for an iPhone 6 and iPhone 6 Plus like offering with the Nexus devices this time around. Well, just like any pre-production smartphone the two Nexus devices from HTC are codenamed the Sailfish (sm…

AMP: Above and beyond

Since the announcement of the project in October 2015, a lot has been said about Accelerated Mobile Pages (AMP) — what they are, how to get started, how Google and other platforms use them and so on. Yet there is always more to learn.With more than one hundred releases/updates so far, the AMP project is evolving rapidly, adding more and more supported features and acquiring more and more adopters.At SMX Advanced last week in Seattle, Rudy Galfi, product manager at Google for the AMP Project, and John Shehata, VP of SEO at Condé Nast, presented exclusive information and data around AMP.Why AMP?Galfi started the session by quickly covering the basics and explaining that the project was developed as way to make the mobile web faster and more user-friendly. The goals or requirements were well-defined: make pages fast, be easy to implement, enable monetization and embrace the open web. AMP, today, does all of this.What is AMP?Accelerated Mobile Pages are just web pages! AMP-HTML is simply …

Shopping campaigns: Play like every day is a holiday

Shopping campaigns are becoming a major source of website clicks and revenue during the holiday season, and the “Shopping Campaigns: Play Like Every Day Is A Holiday” panel at SMX Advanced featured tips and advice from three PPC veterans: Ann Stanley, Todd Bowman, and Mona Elesseily.Ann Stanley: Shopping ads, buy buttons, social commerce & remarketingShopping ads and buy buttons are everywhere. Stanley explored those areas where ads are driven by product feeds, and clicks either lead to retailer websites or convert on host platforms. Her talk was full of data insights and provided a neat map divided into three conversion areas:Area #1: The search giants: David Bing vs. Goliath GoogleThanks to Windows 10, Bing Shopping ads share is growing (21% US, 9% UK). With Google Shopping winning by volume, Bing nearly always shows lower CPCs. In terms of conversion and ROAS efficiency, results vary heavily by vertical. Bottom line: if you target the US or UK, give Bing a try to see how effect…

5 more super-common SEO mistakes content marketers make

When you aren’t marrying your SEO efforts with your content marketing, you aren’t going to get the best results. As an optimization geek, I’m all about getting the most bang for my buck (and effort). Because of this, it pains me to see other content marketers making these simple and easy-to-fix mistakes in their campaigns.Last month, I looked at five common SEO mistakes that content marketers make. Today, in part two, I explore five more costly SEO mistakes to avoid so that you can take your content marketing farther than ever before.1. No systematic outreachIn a perfect world, great content would spontaneously yield loads of great backlinks. In the real world, however, you need to promote your content to the right audience.The best way for people to see great content is to generate buzz about it. In part one, we discussed utilizing a power user to start the viral spread to get your content noticed by the linkerati. Another approach is to contact the linkerati directly, via email.Fair…

Advia launches “all-in-one” marketing system for multiple sensing at physical locations

The Advia multi-sensing box Marketers interested in location-based ads and messaging have two new options — Advia Partners’s new Amp multi-sensing device and platform for physical stores, and Rover’s rebuilt mobile marketing platform for location-based targeting.Cincinnatti-based Advia, founded in 2014, is out with its first product, an “all-in-one” product that seeks to provide a unified approach for many in-store, customer-sensing signals.A small device, about half the size of a cigar box, can track if a smartphone entering the store is looking for WiFi or Bluetooth. (See photo at top of this page.) If so, the platform marks it anonymously with the mobile device ID. If the phone or tablet logs onto a store’s WiFi, the device picks that up, connecting that log-on profile to the mobile ID.A camera can plug into the box, or connect wirelessly, so it can capture customers’ faces. Utilizing a licensed algorithm from a Hong Kong firm, the platform determines the visitor’s gender and approx…