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Showing posts from September 16, 2016
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Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers

Marketers will need to transform from campaigns to real-time, continuous interaction with customers via intelligent agents.So says Forrester Research VP and principal analyst Brian Hopkins, co-author (with Adam Silverman) of a new Forrester Research report, The Top Emerging Technologies to Watch: 2017 to 2021 ($499 for individual purchase).It’s about the top 15 developing technologies that will help businesses become more customer-obsessed over the next years.Forrester is obsessed with customer-obsession, which it says is essential to a modern brand and which is characterized by several key principles. According to the research firm, such a customer-focused company is led by insights from and about customers, responds quickly, and is thoroughly connected everywhere. The report chose 15 technologies for their impact on companies employing these principles.For marketers, real-time interaction management — one of the 15 – involves the strategizing, analysis, creation, and administration …

Bidding on the competition: Is it really worth it?

These days, bidding on your competitors’ branded terms has become a common practice for paid search advertisers.To be honest, the logic behind this trend seems sound. After all, if someone is typing in a competitor’s business name, they are interested in what your competitor has to offer… which means they are probably interested in what you have to offer.Plus, anyone who is searching for your competition is probably a bottom-of-the-funnel potential customer. They know what their problem is, and they are close enough to buying that they actually know the name of a business that can solve their problem — it just doesn’t happen to be the name of your business.Round that all off with a lower cost per click (CPC) and the satisfaction that comes from stealing sales from your competitors, and bidding on the competition seems like a great — if not mandatory — idea.But rather than blindly jump on the branded terms bandwagon, let’s take a step back and ask a simple question: Is bidding on your …

Learn programmatic advertising from Oracle

Digital delivery and content is the new currency of advertising. Brands must find a way to connect while measuring returns on more than recall or click through rate (CTR). Only programmatic platforms can deliver that value.Get the basics of using programmatic advertising in this guide from Oracle:deliver advertising that enhances the customer experienceprove your advertising campaign success and bottom line valuelearn all the terms you need to know in our handy glossaryVisit Digital Marketing Depot to get started.

via Marketing Land

The biggest Google ad updates are also the quietest

Expanded text ads. The removal of right-rail ads and the addition of a fourth text ad at the top of desktop searches. Customer Match.These are just a few of the “major” Google announcements made over the past year that caused big reactions across the search industry. Analysts, myself included, have been scrambling to report on how these updates are impacting brands and to come up with best practices in light of the results.Analyzing the paid search landscape, however, I find that it’s often the silent, unannounced updates that have the largest impact on performance.Of course, all paid search managers would love to think that the success or failure of their programs hinges on their hard work and brilliant strategies, but sometimes the most significant factors happen behind the scenes.That’s not to say that there aren’t smarter ways than others to respond to these unannounced developments, and it can pay to be able to figure out they’re happening in the first place.To illustrate my poin…

Twitter’s NFL livestream and Facebook’s Sports Stadium should get married

Twitter’s NFL livestream last night was fine, but could have been better if the feeds of tweets attached to it were better. Facebook’s Sports Stadium, released earlier this year, has been fine, but could be better if the play-by-play feed were closer to live. The two rival products should get married; they complete each other.That will never happen. But Twitter and Facebook should each copy what the other has brought to the table (and don’t be mistaken: Twitter brings more to the table than rights to the NFL games, especially if you own an Apple TV and can use Twitter’s picture-in-picture-esque feature).Imagine what it’d be like to tune into an NFL game on Twitbook’s Sports Stadium: You can watch the game on your phone, tablet or computer with a feed of commentary below it, or cast it to your internet-connected TV and either split-screen the game and feed or leave the game on the big screen and the feed on the small screen, like normal. But the commentary feed isn’t only posts from pe…

Oh no! ABM is resurfacing bad habits for B2B marketers

One of my favorite stops when I come to our company’s headquarters is a restaurant in Scottsdale, Arizona, called “Cold Beers & Cheeseburgers.” In my world, this is a winning combination. (Don’t judge!)In the marketing world, “B2B & ABM” are quickly showing up as the magical combo on every menu in town. While account-based marketing (ABM) holds tremendous promise for B2B organizations, we’re quickly seeing signs of bad marketing habits taking hold as folks try to make ABM work.There are valuable lessons to be learned from the previous generation of marketing that can help marketers avoid costly, time-consuming mistakes.At the top of the list of undesirable techniques rearing their ugly heads again, heavily influenced by the shift to ABM, are:resorting to lists to find “contacts” within target accounts;creating and using product-centric content for engagement, rather than educational content focused on helping prospects; andbanking on ABM to finally align sales and marketing.Lo…

’Tis the season to be savvy with your digital marketing

Everyone dreads that ol’ holiday creep. And I don’t mean the unctuous uncle you see only at Thanksgiving. I’m talking about the relentless drive to push the start of the holiday shopping season earlier each year. (Remember when Christmas in July promotions were supposed to be ironic?)That creates a cycle in which every marketer feels the need to keep up — even if they don’t like it — or risk losing market share or attention at the most critical time of year.A mixed-up media landscapeNew research from Millward Brown reveals that “half of marketers aren’t confident they have the right media mix.”That doesn’t surprise me. The media landscape has changed so thoroughly, and so rapidly, in recent years that the “right media mix” for today could well be the wrong mix by tomorrow. And these shifts are particularly acute during the holiday season.In 1998, just 10 percent of holiday sales were online. Now the number is roughly 50 percent, which is about the same percentage of people who will sh…

Five most important search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.This week we have news from the depths of the irony-well, a few Google product updates and the social network everyone forgot about adds some pretty good ecommerce functions.Adblock Plus launches its own ad serviceOh the irony of ironies. Well maybe it’s not ironic, maybe it’s just hilariously predictable. Adblock Plus is getting into the ad business with launch of its own RTB platform.Yes apparently there are ads that should be allowed, you know, the ‘good kind’ – and they’re the ones provided by Adblock Plus itselfAs Al Roberts reported this week, the launch of this new marketplace will allow publishers and advertisers to buy and sell ads that are not subject to ad blocking.That initiative gives publishers and advertisers the ability to, for a fee, work with Adblock Plus to whitelist ads that meet certain criteria.Insert Gif of Shia Labeouf furiously clapping.Googl…

A CMO’s View: How data & analytics help shape SAP’s marketing message & strategy

As SAP’s chief marketing officer, Maggie Chan Jones manages the brand’s global advertising and branding efforts, global sponsorship, audience marketing, and field marketing for each region and market it serves.“If I were to put my role in one sentence, it would be about bringing to life SAP’s vision of helping the world run better and improving people’s lives through customer-oriented brand experiences,” says Chan.Chan defines herself as a growth CMO – a business leader who happens to be in marketing.“How do we continue to improve the customer experience, how do we think about driving the company growth are the key things that are important to me.”As the lead marketer for a company focused on data and analytics, Chan talked to Marketing Land about the key analytics driving SAP’s overall marketing strategy, and offered insight into the data that helps her better understand and serve SAP’s various audiences. Maggie Chan JonesCMO @ SAP Takeaways:1. Establish strategic objectives – Define u…

Instagram’s redesigned call-to-action button gets more clicks for gaming brands, new features

Instagram’s redesigned call-to-action button on its direct-response ads has contributed to higher conversion rates at lower effective costs for certain advertisers. And now it’s getting even more attention-getting features from Instagram in hopes of eliciting even more clicks.In the month after Instagram reformatted the call-to-action from a right-hand button to a full-width bar in June 2016 — before and after photos available below — 20 gaming advertisers running image-only mobile app install ads saw the share of people who click on the ad then proceed to install their apps increase by 32% compared to the month before the change, which has helped the amount of money these marketers pay Instagram for each app install to drop by 12% over the same time frame, according to Nanigans’ findings*. There are some questions I had about these numbers that you might too. 1) Are gaming advertisers’ experiences with their mobile app install ads applicable for non-gaming advertisers running other ty…

Remix OS Player Lets You Run Any Android App on Windows PC [Guide]

We’ve seen several attempts in the past for running mobile applications on desktop computers. However, most of them have been futile or sluggish to actually prove themselves useful. Fortunately, there’s a new player in town and it’s called Remix OS Player. Remix OS, if you aren’t cool enough to know, is a full-fledged operating system that you can either install on a PC or buy a hardware that comes with out-of-the-box. It essentially merges the vast Android ecosystem with some desktop tricks like floating windows, multitasking, and more.What is Remix OS PlayerRemix OS Player, however, is a virtual machine or you can say “emulator” of the complete operating system which you can launch by merely executing a .exe file. It’s free and doesn’t require any setup process whatsoever. You can run any Android game or application such as Facebook, WhatsApp or Clash of Clans inside a dedicated window. It can even access Google Play services, hence, it even allows syncing Play Games’ data. Thanks t…

Google’s latest desktop SERP experiment: a whiter, more spacious background

Google has begun experimenting with a cleaner, whiter, brighter user interface.As reported by Barry Schwartz over at SER today, this new layout test appears to offer a more spacious, desktop experience.Here’s the tweet that revealed the possible change…#Google Rolling New SERP Layout | Change in Search Bar | Space b/w Results @rustybrick@AbhaySaxena87http://pic.twitter.com/CHsIu0GcFj— AbhisheK Kasaudhan (@abhikasaudhan) September 16, 2016As you can see the top bar is less grey and the search button has been changed from from a blue button to a white button with a blue magnifying glass.Here’s Barry Schwartz’s screengrab of the normal SERP layout for comparison…The button change is obvious, but I will admit to spending quite a lot of time flipping between both images to check whether the test really is ‘whiter’ than the standard view. I’ll trust the sources on that one.This follows on from Google’s previous recent experiments with its desktop SERP layout, where it offered a mobile-style…

Google, Facebook, IAB & Major Brands form Coalition for Better Ads

As ad blocking has become a bigger threat to the digital advertising industry and the publishers that rely on it, there has been talk among industry leaders to address the problems of bad ad experiences at a holistic level.The issue became even more urgent, reaching a crescendo last year, with Apple’s move to allow ad blockers on iOS. In an interview during Advertising Week last year, Google’s SVP of ads and commerce,  Sridhar Ramaswamy said of the rise of ad blocking, “This is something we need to address together as an industry. We need standards of good ads that you and I would find acceptable as consumers. Ad blocking presents creative challenges and certainly a business challenge.This week at the DMEXCO conference in Germany, that industry-wide effort was unveiled. The Coalition for Better Ads is an effort of 16 companies and trade groups to fix the digital advertising experience. Founding members include Google, Facebook, GroupM, Procter & Gamble, Unilever, The Washington Po…

MarTech Today: Optimizely’s ‘Experimentation Platform,’ Adobe Target’s automated optimization & 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:Optimizely releases new products signaling its emergence as ‘an Experimentation Platform’
Sep 15, 2016 by Barry Levine
The company, known for its A/B testing, now adds server-side access, OTT devices, and even smart refrigerators to its repertoire.
Adobe Target expands beyond A/B testing to automated optimization of user experience
Sep 15, 2016 by Barry Levine
The company is today announcing Auto-Target, which implements machine learning-driven automation across the entire tool.Everything you need to know about marketing automation platforms in one report
Sep 15, 2016 by Digital Marketing Depot
B2B Marketing Automation Platforms: A Marketer’s Guide is the source for the latest trends, opportunities and challenges facing the market for marketing automation tools. This 49-page Marketing Land report, sponsored by Salesforce and Marketo, include…

Content Audit 102: leveraging data and adjusting strategy

Last month, I wrote about the importance of running a content audit and how to do it. I want to dig into the data further now and talk about how we can leverage the data in the audit and use it to make decisions. The content audit can help you streamline your content strategy if you understand what the numbers are telling you.As you look at the data within your audit, you may find that your results show a lot of noise and a little stellar performance. I’ve seen some audits where as few as five blog posts drove up to 50 percent of the traffic for a site.So, if five posts drive 50 percent of the traffic, what do the other 200, 300, 500 or more posts do? Not much.What does this mean, and how do you act upon this information? If your site has a few posts that drive a lot of traffic and a lot of posts that drive a little engagement, you may think you need to just replicate the top-performing posts and cut out the low-performing posts to be more successful — but that might be a mistake.Maki…

How Indian Telecom is Evolving by Emulating International Markets

As time has passed by, there have been a lot of changes in the Indian telecom market. My very first article at TechPP was about the differences between the Indian and US telecom markets. While that article still remains true, I increasingly feel that the Indian telecom market is becoming more and more like its European and American counterparts. In this article, I’ll mention the points that make Indian telecom operators look similar to their international counterparts.1. Quad Play/Triple PlayQuad Play is something that has swept the whole of Europe in a big way. Quad Play is when a single company provides you cellular connectivity, TV, landline and fixed broadband. A lot of companies in Europe are adopting Quad Play or Triple Play strategies. The trend is dominant to such an extent, that stand alone mobile operators are having a tough time in Europe. Broadband and cellular companies in Europe are increasingly cross-selling each other’s offerings so as to provide a complete package.As …

How mobile is transforming the restaurant order and delivery business

To date the leaders of restaurant takeaway and delivery have prospered, largely, on an open approach, that allows customers to choose between mobile web and apps.But a new breed led by UberEats and Amazon Prime won’t allow mobile web access, as they attempt to drive people download their native apps.Whether consumers want to find/order a meal to eat in, takeaway or have delivered, increasingly the tool of choice is the mobile phone. But many restaurant businesses – with a few notable exceptions – have been slow to capitalize on this shift, which has allowed third-parties to gain a foothold in the market.This is happening in many major cities worldwide, but let’s concentrate on London, where Amazon, as of September 2016, is the latest to join to join a scrum of companies, including Just Eat, Deliveroo and UberEats, offering delivery services to hungry consumers from a portfolio of London restaurants (who foot the bill).In the first of two parts, this column will consider:The importance…