Skip to main content

Posts

Showing posts from September 20, 2016
Instapage

Videology joins Screenvision to make movie theater ads more targeted

A couple of Saturday nights ago, several of my family members and I went to see the movie “Indignation” at a local theater. It was the first time I’d been out to a movie in several months.Since the film had gotten good reviews, we got there a bit early to make sure we got good seats, and went into the theater as soon as the doors open. Then, for about 45 minutes, we sat and watched commercial after commercial, followed by trailer after trailer. I nearly forgot that we came to watch a movie.Perhaps with better targeting, movie theaters will be more restrained about the number of commercials they show to their captive audiences — who have paid $12, $15 or more per ticket for the privilege.As with the effort to counter ad-blocking, a more efficient targeting of theater ads — and the resulting increased relevancy to specific audiences — might lower the need to spray so many.Better targeting for movie theater commercials is the idea behind the recent announcement by TV/video software provi…

Google AMP is coming to organic search results – Update!

Update: Google’s Rudy Galfi, Google’s lead product manager for AMP, has revealed to Greg Sterling from Search Engine Land that the global rollout of AMP in mobile organic search would be complete by the end of the year.In further remarks posted on SEL, Galfi clarified that having AMP enabled still wouldn’t affect ranking signals though.Six months ago, Google’s Accelerated Mobile Pages initiative was only available in the ‘Top Stories’ carousel of it search results. Then in August, Google announced that AMP support will be rolled out across the entire organic search results page.In a blog post, Google previewed exactly how this new layout will look. In fact, if you’re currently on a mobile you can just click on the following link for a live demonstration: AMP DemoAnd it totally works. Here’s my mobile search for ‘finding dory review’. Check out the middle result from The Guardian…As you can see from the above, being AMP enabled doesn’t automatically make a page rank higher, in fact Gal…

Can an ad-free, subscription-based social network exist?

Is this a crazy idea? Well, I’m just going to get right to it. Why isn’t there an ad-free, subscription-based social media platform out there yet?Imagine an ad-free experience where your data is private and you’re free to engage with friends, family and co-workers without feeling like every keystroke is being repackaged in a media kit to sell ad space.This revelation hit me while listening to Freakonomics’ excellent podcast episode: “Is the Internet being ruined?”Why major news stories appear on Twitter and disappear on FacebookOne of the pivotal moments in the episode revolves around an interview with Zeynep Tufekci, a professor at the University of North Carolina-Chapel Hill. She noted the stark difference between how Facebook and Twitter treated the events in Ferguson, Mo.:There was all this talk on Twitter about what looked like real police overreaction. Millions of tweets were apparently sent during this day where people were concentrating on what’s going on, and I switched to Fa…

What is Google Data Studio and how can you use it?

Analytics has always been a challenge for most digital marketers. It can be confusing, overwhelming and, quite frankly, difficult for the ordinary human to understand and decipher. In many cases, marketers don’t even report back their clients’ analytics because they’re just not sure where to start — partly because of information overload and difficult-to-understand data.To make matters worse, there was really no easy way to provide their local SMB clients with an overview of how their site or campaigns were performing that was easy to read and understand. If you’re like most agencies that do provide clients with analytics reports, it typically means laboriously downloading Google Analytics data and putting that data into Excel spreadsheets to create charts and diagrams from there.Google now allows you to create reports that even your clients will understand — thanks to Google Data Studio.Google Data Studio is part of the Google Analytics 360 Suite — the high-end (i.e., pricey) Google …

Loyalty a key tool to drive retailer app adoption, says Belly

Most retailer apps have fallen flat with consumers, adoption and retention are generally poor. Indeed, Walmart is the only traditional retailer with an app in the top 25, according to comScore.Chicago-based Belly thinks it has an answer — mobile loyalty. The company, which has historically focused on the SMB market, is today releasing its new cloud-based loyalty and CRM platform for enterprise retailers called Blue.I spoke yesterday with Logan LaHive, Founder and CEO at Belly.LaHive characterized Blue as a “Configurable enterprise loyalty platform as a service.” He told me that most retailer loyalty tools are “built for yesterday and unable to react to tomorrow.” He also explained that while the tool can operate as a CRM system, Blue customer data can be exported and integrated with other marketing tools and channels including existing CRM systems such as Salesforce. The data can also form the basis of social campaigns as well.LaHive described the current state of retailer loyalty pro…

How SK-II blends ecommerce and social for improved brand perception

JD.com’s Joey Bian outlines how cosmetic giant SK-II blended data from two of China’s biggest ecommerce and social sites to improve both brand perception and ROI.Earlier this year, SK-II was one of a number of global brands selected to trial a new targeted advertising tool for the Chinese market, which draws on data from online retailer JD.com’s 188 million active purchase customers and the 800 million monthly active users (MAU) of Tencent’s social messaging app WeChat.Alibaba has been the country’s dominant ecommerce player with its C2C and B2C online marketplaces Taobao and Tmall.However Tencent is making moves to disrupt Alibaba’s lead through an increasing number of commerce features on its WeChat social messaging application, including wallet capabilities, and the strategic partnership it formed with JD.com in 2014. (Tencent currently holds an 18% share in JD.com).If you want to learn more about WeChat, this short video gives an introduction to China’s social commerce landscape w…

Facebook’s new retail ads show in-store product availability, can be aimed at likely visitors

Facebook has been trying to help boost retailers’ online sales for years. But online remains the future of retail and brick-and-mortar still the present, with in-store sales accounting for 92.5% of total U.S. retail sales in the second quarter of 2016. So the social network has been putting a lot of attention towards how it can aid on the in-store front, pushing people from their phones to the checkstand.“For us solving for this mobile-to-store challenge is one of the biggest and most important opportunities for us to be spending our mindshare on,” said Facebook director of monetization product marketing Maz Sharafi.To help brick-and-mortar retailers push more in-store sales — and to help itself get more of their ad budgets heading into the holiday shopping season — Facebook is rolling out a new ad format that highlights available products at nearby stores and a way to aim those ads at people who are most likely to make it into the store.Abercrombie & Fitch, Argos, Macy’s, Target …

Go for the gold: Mastering cross-device marketing

The Rio Olympics broke records, but not just for athletic performance or medal counts.The 17-day event was trumpeted as the most ambitious media event in history, delivering an average total prime time audience of nearly 28 million viewers, one of the largest Olympic audiences in history.Viewers around the world were able to watch the amazing athletic feats of Simone Biles, Michael Phelps and Katie Ledecky on apps, desktops, mobile devices, tablets, connected TVs and more. Online fans live streamed well over one billion minutes of NBC’s coverage on their connected devices — more than the combined number of minutes streamed for the 2012 London Summer Games and 2014 Sochi Winter Games.In the media world, the 2016 Olympics represents a sea change that paved the way for fans to enjoy sporting events — the last bastion of broadcast media — wherever they wanted, however they wanted. And viewers responded by consuming more content across more platforms than any previous Olympics.Meanwhile, i…

Google’s acquisition of Urban Engines points to ‘The Internet of Moving Things’

From the Urban Engines’ web site The next major incarnation of Google Maps may be as a kind of “urban operating system.”That’s the vision of Urban Engines, a Los Altos, California-based two-year-old startup that the tech giant has acquired. Two of the four co-founders are former Google engineers; deal terms were not made public.If their vision is implemented in Google Maps or elsewhere, marketers’ and retailers’ view of the world could be transformed from a relatively static environment of fairly discrete data points, to one that is as full of ebbs and flows as, say, the Internet.Observers of the acquisition have described Urban Engines as a “location analytics” firm, but that barely describes its intention, as indicated in the blog post announcing the acquisition:“One fundamental challenge is how to piece together a high-fidelity, real-time ‘pulse’ at a city-wide scale, from […] anonymized, aggregated space/time data (e.g, location and timestamps). For us [computer science] geeks, spa…

What’s next for Adblock Plus and its Acceptable Ads Platform?

Adblock Plus made a major announcement last week that it would create its own RTB platform and get into the ad business.Adblock Plus’s new service is called the ‘Acceptable Ads Platform’. It is a natural evolution of the‘Acceptable Ads Initiative” – effectively working as a SSP (Supply Side Platform).It hoped this would establish itself as an important player in the advertising technology ecosystem.However just 24 hours later those plans appear to lie in tatters.Adblock Plus (ABP) has an impressive user base and product, so what’s holding it back? We’ll take a look at what happened after the announcement and its implication for publishers and advertisers.Adblock Plus and its rollercoaster weekFrom its origin, ABP has frustrated publishers and advertisers alike. Adblockers started out as an esoteric, fringe activity but have become more mainstream, attracting 26% of all adults in the US (emarketer 2015), powered by rapid uptake in Asia, and mobile (accelerated by Apple’s release of iOS…

Selling your agency, a how-to guide, Part 2: Why do agencies get acquired?

A few months ago, I created a list of every search engine marketing agency with at least 10 employees in the US. You can view it here; there are over 100 agencies on the list.You’ll notice that more than 80 percent of the agencies listed are independent. To be clear, many agencies have no intention of ever being acquired, so being independent doesn’t mean you aren’t acquirable. Still, many of these firms would be open to acquisition, so the question emerges: Why do some get bought and others passed over?The four reasons agencies get acquiredAs I noted in the last column (Part 1 of this guide), there are four primary reasons agencies get bought.Revenue. It’s no secret that a lot of large agencies grow revenue through “inorganic growth” or acquisitions. That said, all revenue is not created equal. More specifically, the more revenue your agency has, the more acquirable you are. As a general rule, it’s challenging to be acquired if your agency has less than $10 million in revenue (and by…

The $37 (Rs 2495) Nokia 216 is Microsoft’s Latest Take on Feature Phones

Microsoft is still very much in the phone business although the rumour mills claim that they will soon discontinue the Lumia line-up. Feature phones have been temporarily erased from our memory blame the affordable price point at which smartphone sells today or our dependence on smartphone app ecosystem. However, feature phones still seem to be selling in Millions and this was one of the reasons that FIH Mobile bought Nokia’s feature phone business for $350 million.Microsoft has decided to launch the Nokia 216 a new feature phone for the Indian markets which are expected to retail at $37 starting from next month. This might very well be the last phone from the Microsoft-Nokia wedlock. The Nokia 216 is pretty many barebones and it comes with a 2.4-inch QVGA display and runs on the Series 30 OS. On the imaging front, the phone comes with a VGA sensor on both the front and the rear sides coupled with LED flash.The Nokia 216 comes with a 16MB RAM which is adequate to run the light Series …

Are your emails personal enough?

When it comes to email content, we know that data is key to ensuring messages are relevant and engaging for those who are receiving them.Return Path’s new report in partnership with Ascend2: Strategies and Tactics for Data-Driven Marketing delves into the goals of B2C marketing influencers and how they are using data to improve their email strategies.A great majority of email marketers are certainly using data to make email (and related) content more personal, but is enough value being placed on email personalization? And is simply making emails more personal effective enough?Personalizing the customer experience is now the most important goal for many marketersReturn Path’s latest research asks more than 200 B2C marketing influencers what they consider the most important goals are for their data-driven marketing strategies.A massive 72% of those cite personalizing the customer experience as the most important, ahead of acquiring new customers (41%) and measuring ROI (37%).But why is …

MarTech Today: Salesforce’s Einstein, chatbot authoring tools & top SEO platforms

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:Salesforce introduces Einstein — an AI layer for all its clouds
Sep 19, 2016 by Barry Levine
The company is going beyond its previous integrations of computer intelligence, making embedded predictive and other insights a standard part of its platform.Google Trips: Google’s first potentially breakthrough travel tool
Sep 19, 2016 by Greg Sterling
Google bought travel software company ITA in 2010 promising to bring travel searchers next-generation travel tools and experiences.
Marketers: Here are a dozen authoring tools to help you get chatty with chatbots
Sep 19, 2016 by Barry Levine
These tools allow marketers to keep up with their new job requirement: automated, intelligent and continuous interaction with customers.[PODCAST] Marketing Land Live #28: Shopping campaign success on Google & Bing
Sep 19, 2016 by Matt McGee
It’s a special show…

Act now: your chance to learn actionable SEO and SEM tactics ends soon. SMX East is next week!

SMX East kicks off in just a few days! Why settle for flat SEO and SEM performance? Get actionable SEO and SEM tactics and best practices in retargeting, AdWords scripts, backlinks, adaptable content, and more. View the exceptional content in our agenda, then register for the ultimate search marketing conference today and pay only $1,895 for the total SMX experience. That’s $100 off on-site rates!Hope to see you at SMX!

via Marketing Land

Bing Ads vs Google AdWords case study: which offers the better value?

As an agency, we use both Google AdWords and Bing Ads for our clients as standard practice.We see mixed result across both platforms, depending on the account we’re working on, so it’s difficult to identify trends in the differences between the two networks, when we’re trying to optimise campaigns.Because both networks are treated differently, unless using an ad-exchange, it’s rare that like-for-like campaigns across the networks mirror each other in terms of set-up.So, when a new client shared their concerns about Bing advertising proving expensive from them in the past, I recommended that we trialled a new campaign structure that was identical to those that were already working on Google.Once this was agreed, three campaigns were created in Bing which mirrored the three that were enabled in Google AdWords.This approach doesn’t always work, however it was a good starting point in this case as the Bing activity was failing to meet its objectives. After running all campaigns simultaneo…

T-Mobile and John Legere: Mastering the Martketing Art

A little disclaimer before we get started: I’m a big time T-Mobile fan and have deep admiration for the company and its CEO John Legere. Turning over a company is difficult and it’s even tougher in the case of a telecom company. Most of the times when a telecom company is on a downward spiral, death is almost certain. Telecom is mostly a commodity industry in today’s age. The companies provide wireless internet and the cost of providing a particular quality is fixed. Incumbent telecom operators that have a large subscriber base and high ARPU can provide a great wireless experience, while the smaller carriers that have a smaller subscriber base and lower ARPU need to provide cheaper tariffs to attract customers, and are stuck in a see-saw game of increasing/decreasing tariffs and network investments. In most countries, it’s very difficult for a No.4 telecom operator to survive and start thriving.The T-Mobile US is part of an elite club of telecom operators that have been able to thrive…