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Showing posts from August 15, 2016
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[WATCH] Marketing Land Live #24: Twitter’s abuse problem, Facebook News Feed changes & more

Twitter’s long-running battle against harassment and abuse hit the news last week in a big way, thanks to a Buzzfeed article that included interviews with numerous former Twitter employees. It’s an issue that has cropped up many times in the past despite regular promises from Twitter to take action and make it better. That was the main topic of conversation on the latest episode of our weekly show, Marketing Land Live.We also discussed the latest ambiguous News Feed algorithm change from Facebook, as well as the arms race happening between Facebook and Adblock Plus over the blocking of Facebook ads on desktop.Marketing Land’s Tim Peterson and Danny Sullivan joined me for this week’s show, which runs 40 minutes. 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’d prefer an audio version of our weekly show, it’s now available as a podcast on both iTunes and Google Play Podcasts. Show NotesWil…

Using popular culture to drive local positioning

Pokémon Go, the hit new augmented reality game for mobile, has increased foot traffic to specific businesses substantially. Individuals playing this game are tempted into specific areas called PokéStops to collect free items to use in the game.If a business is within range of a PokéStop (which is currently out of a business’s control), it has an immense opportunity to capture additional customers they otherwise may not have captured.Larger companies are often quick to jump on popular culture to increase business and brand awareness and engage with the community. Along with many others, Zoe’s Kitchen is just one of many businesses utilizing the Pokémon Go craze to offer deals to players. Zoe’s Kitchen is able to keep the entire conversation online, while increasing online-to-store foot traffic — a perfect example of engaging an entire community around a worldwide phenomenon while also advancing business:Local businesses can join the fun, tooLarger businesses aren’t the only ones who ca…

Microsoft, Salesforce among first certified companies under US-EU Privacy Shield

According to the Wall Street Journal, roughly 40 US companies have now signed on to the US-EU “Privacy Shield” agreement, introduced earlier this year to succeed the now-invalid Safe Harbor agreement, which had been in place for decades. The Safe Harbor agreement allowed transfer and processing of data between servers in the US and Europe.Safe Harbor was invalidated by the European Court of Justice in October, 2015 because of the perceived risk of US government spying on EU data. In the wake of that decision, US companies doing business with Europe were suddenly in a state of legal limbo.The new arrangement, worked out earlier this year, imposes a range of new safeguards for European data being processed on US servers:US companies wishing to import personal data from Europe will need to commit to robust obligations on how personal data is processed and individual rights are guaranteedThe US has given the EU assurances that the access of public authorities for law enforcement and natio…

Keyword-driven ASO: a quick primer

Remember the good old days of simply optimizing your site for the search engines? According to Apple, 65 percent of all iOS app discovery takes place via organic in-store (iTunes) search.If app discovery is a big part of your business model, you need to invest as much nuance and creativity as possible to organically grow your app in the app stores (iTunes and Google Play) through app store optimization (ASO).This is mobile. There are no shortcuts. There is no passing go and collecting $200. You must earn your users’ attention the old-fashioned way: by making a great product and optimizing all of your channels, including ASO.Yes, Apple is releasing search ads in iTunes this fall, but you won’t be able to buy your way into a comprehensive, successful app discovery strategy.So, okay. By now we all know that ASO is pivotal for marketers. And yes, relevancy upon being discovered is and has been essential to conversion.But this much hasn’t changed (yet): Keywords are at the root of it all. …

Facebook’s Lookalike Audiences for ecommerce: segment before you build

One of the most efficient types of targeting in Facebook (second to retargeting, of course) is lookalike audience targeting.Lookalike targeting is basically a targeting type that allows you to use first party data (e.g. customer lists, remarketing lists, etc.) as a seed audience to find new users with very similar characteristics, behaviors, and traits.It’s applicable for all business models (B2B, B2C, EDU, etc.), but in this post, we’ll lock in on best practices for ecommerce.When using lookalike targeting, the audience you select as your seed audience is extremely important. Essentially, you want to make sure you are developing audience lists from your best-performing audience.For example, if you had an option to choose between people who signed up for a free trial of your product or people who actually purchased your product, you should start off with the audience that has actually purchased the product; these are the users driving revenue to your business, and you need to find mor…

Why every digital advertiser should demand transparency

The world of digital advertising has a history of opaqueness, stemming from the early days of ad networks. Ad networks acted as brokers between advertisers and publishers. Being in such a position allowed them to be as transparent or “non-transparent” as they wished.This resulted in extremely high margins (50 percent to 60 percent or higher) and limited reporting available to either advertiser or publisher. So while ad networks helped in the execution of large-scale media buying, they lacked transparency and were considered “black boxes,” hindering marketers.But everything changed with the advent of programmatic advertising.One of the major breakthroughs was the division of the buy-side technology (for advertisers) and sell-side technology (for publishers).Having different technology providers that focused on each side of the marketplace addressed the inherent conflict of interest in the ad network model. And since advertisers and publishers now had their own technology, they also had…

Online-only retailers are growing faster than multichannels

New research show a disparity in sales growth between pure-play online retailers and their multichannel counterparts. IMRG stats show that between January and June this year, while multichannel retailers (those with a high street/store presence) grew sales by 9.5%, the figure was 24.8% for online-only (defined as those with at least 80% of sales coming from online channels).The statsThat said, the stats show that multichannel retailers were initially performing more strongly than the pure-plays from when IMRG starting tracking this in 2010, recording stronger sales growth.Since 2012, online-only retailers have experienced greater growth than mutichannels, Since 2015 the disparity in growth rates has been even greater, with the pure-plays now experiencing a 23 point ‘advantage’ over multichannels in terms of growth rates.This trend continues into the first half of 2016, with online-only retailers growing sales at three times that of multichannels.Why the disparity?Well, the obvious ans…

HP Elite X3 is Expected to come with a Bunch of Exclusive Windows 10 Mobile Apps

HP Elite X3 has been garnering quite a lot of attention thanks to the fact that it will be deeply integrated with the Windows 10 ecosystem. The HP Elite X3 has been aimed at business needs and is expected to be a maverick 6-inch Windows phone.As expected the HP Elite X3 comes accompanied with apps that are exclusive to the device. Microsoft insider.es has obtained the screenshots of the apps. The list of apps might not be something very surprising, in fact, it also includes bare basic apps like the voice recorder and another app which just redirects the users to Salesforce.com sign in page. Also, the list includes HP Workspace which is expected to run x86 apps on the phone with an add-on subscription.HP Device Hub is yet another app on the list and this one lets the users check for the latest version of the firmware available for the device and also lets them check the status of their warranty, something that the HP laptops already offer. The app also asks for owner’s feedback of the …

Designing dashboards people will actually use

Dashboarding and data visualization are hot-button topics in the analytics industry, and for good reason. Effective dashboards can democratize access to data across an organization and help foster a culture in which data is used to drive more and more decisions with demonstrable business outcomes.However, in my experience consulting with enterprises across a variety of industries, I’ve found that too often, dashboards are all hat and no cattle. In other words, the effort, time and money invested in dashboards too often result in disappointment and frustration.To help you avoid this same frustration, I’ve outlined three common issues with dashboarding projects.First, it’s very common to find that dashboards don’t have a clear role, or don’t uniquely address a need for stakeholders within an organization.Second, and on a related note, the organizational conversation about dashboarding tends to immediately jump into a debate about tools — which tool has which features, and so on — before…

MarTech Today: CRM for ad agencies, Facebook Video Metrics & AMP Ad Landing Pages

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:How CRM brings control and collaboration to advertising & media agencies
Aug 12, 2016 by Loretta Jones
Columnist Loretta Jones says that with the right customer relationship management tools, marketers can close more deals and improve the customer experience.Facebook video metrics get granular with demographic, share & live engagement data
Aug 12, 2016 by Greg Finn
A slew of new metrics will give marketers more intel on demographic viewing, live engagement (by reaction) and page-owned vs. share/cross-posted views.AMP Ad Landing Pages (ALP) aims to speed up the page load time after the ad click
Aug 11, 2016 by Barry Schwartz
What is up next for AMP? Faster ad landing pages. Google said the average landing page takes 6.9 seconds to load, but with ALP it is less than a second.ture — like Pokémon Go — to drive SERP positioning and a presence …

Seven tools to help build relationships and increase your sales

The sales process is all about nurturing long-term relationships and building trust, and luckily there are some great tools to help!There is no magic spell for better sales, no matter how much we wish there were. Likewise there is no special set of words, prospect investigation device, or rated handshake that is going to get someone to buy your products.Good old connections are pretty much all you have to go on. That includes relationship building, which is one of the most important factors in gaining long-term customers who will come to you again and again.Here are seven tools that can help you build those relationships and increase your sales.1. SalesmateSalesmate creates and organizes a solid ground for your relationship by collecting all kinds of interactions you have had with your lead. Additionally, it saves you time entering the data by automatically generating and cross-referencing details and interaction history between lists and databases.It’s also one of the most affordable…

How content marketers and SEO experts can optimize for RankBrain

Around October 2015, Google announced it would be using artificial intelligence to help deliver its search results. This machine-learning AI system is called RankBrain.Since RankBrain uses machine-learning AI, it learns by itself, consuming web pages and search queries by the second with the intent of delivering the best and most relevant results to users.You need to understand that this is an addition to Google’s algorithm and not an algorithm update such as Hummingbird, Penguin, etc. In fact, it is reported that RankBrain is now Google’s third most important signal contributing to search queries and results.So, with a very good understanding of RankBrain, how do you optimize your content for the future of SEO?#1: Understand machine learning and how RankBrain worksArtificial Intelligence is taking over, robots are here to stay. Machine learning is where a computer is self-taught over time. Artificial intelligence is where a computer can be as smart as a human being, in the sense of a…

Twitter turns stickers into ads for brands, but won’t say how it’s charging for them

Social advertising used to be about brands inserting themselves in people’s content feeds. It still is. But it’s also become about brands inserting themselves into the actual content in those feeds. Cases in point: Snapchat’s Sponsored Lenses, Facebook Live’s mid-roll ads and now Twitter’s Promoted Stickers.Twitter is rolling out a way for people to slap an ad right on the photos they post to its social network. These ads are the branded version of the Stickers that Twitter introduced in June for people to add emoji-like illustrations to their photos, like they can on Snapchat (and Facebook, if you know where to find that feature). As with non-ad stickers, people can click on a branded sticker to see photos from other people that included it.Pepsi is the first brand to run these ads, posting less than 50 branded stickers to Twitter’s Stickers library for people in Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the U.S.For now only certai…

Elephone U-Disk is a Biometrically Secured USB Flash Drive with Fingerprint Reader

Elephone is a company best known for its smartphones but it seems that the company is diversifying its lineup. Elephone’s latest announcement comes in the form of U-Disk, a flash drive laced with a fingerprint reader. The USB reader can be simply plugged into a supporting device and voila! One can safeguard the data in their flash drive with the biometrically encrypted flash drive.Apparently, the U-Disk will partition the file system into two sections, public and private. The public partition can be accessed without the need for fingerprint scan whereas the private partition would require the owner’s fingerprint in order to access or modify the encrypted data. In essence, the U-Disk is a USB flash drive with an integrated fingerprint sensor. That said, Elephone is yet to reveal the additional details about the flash drive including the cost.By the looks of it, the U-Disk is made up of some metal alloy. Also, it is still unknown on how the device will handle encryption and how strong i…

Huawei P9: First Impressions – The Snapper is a Looker too!

It has been a while since we have had a flagship phone whose camera has overshadowed all its other specs in the build up to its release. The Huawei P9 is therefore a bit of different kettle of fish from its competition that has tended to bet heavily on the now almost universal Display/Processor/RM combination. Yes, its hardware is very good indeed and worthy of being considered flagship class­ a 5.2-inch full HD display, an octa core HiSilocon Kirin 955 chip, 3 GB RAM, 32 GB storage (expandable to 256 GB) and the usual stack of connectivity options (4G, NFC, Bluetooth, Wi­Fi, GPS, albeit minus Infra Red), with Android Marshmallow running on top of the whole lot.But most of the talk – nay, make that ALL the talk ­ about the P9 has revolved around the cameras at its rear ­- the famous dual lens camera made in collaboration with the iconic camera company Leica. The cameras have attracted their share of admiration (for the results they churn out) and controversy (over an image shot by a D…

Indian Independence Day Special: Three Indian Phones That Dare to Stand Out

About three years ago (around 2013), it seemed that Indian phone brands were turning the corner – Nokia was in decline, Samsung seemed to be stuttering, Motorola was busy being sold, BlackBerry was passive, and LG and Sony oddly indecisive. Yes, the upper echelon of smartphones was still ruled by the traditional powers but if you needed a smartphone that cost in the vicinity of Rs 10,000 or below, your only real choice were Indian brands (unless you were ready to take a massive spec hit). This was the high noon of Indian brands like Micromax, Lava, Intex and Karbonn that made massive inroads into a market that was just beginning to switch from feature phones to smartphones (read Android) phones.And then in 2014, along came the Moto G, followed by the Chinese. Things would never be the same again for not just the Indian brands, but almost all brands in the market as consumers tasted high-end specs at surprisingly low prices.The days since have seen a number of Indian brands hold their …