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Showing posts from September 21, 2016
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What Netflix can teach us about long-tail keyword research 

Anyone who has ever used Netflix knows about their very obscure categories. Categories like “Imaginative Time Travel Movies From The 1980s,” “Understated Detective TV Shows” and “Witty Dysfunctional Family TV Animated Comedies” may seem outrageous on the surface, but their purpose is actually right on. Netflix is obsessed with trying to learn exactly what their individual users want to see.They don’t just pull these categories out of nowhere. They are backed by data. As SEO gets more and more personalized, we can learn a lot from these obscure Netflix categories and drive more targeted traffic with hyper-focused long-tail keywords.Keyword research still matters. There are many in the field who seem to believe that keywords are no longer important and that focusing more on topical authority is the way to go.Now, I fully agree that focusing on themes is crucial, but we can’t just ignore keywords. If keywords are no longer relevant, then why does Google go to all the trouble to hide them…

The junior data scientist’s guide to AdWords search campaign structure: how to mine hidden gems for huge wins

We all have 24 hours in a day, but each of us utilizes those hours differently. Similarly, all search engine marketers advertising on Google work with AdWords, but how we utilize it differs from advertiser to advertiser.The most successful advertisers, like the most successful people, are those who utilize existing resources in the most effective way.In AdWords, there are mountains of hidden data gems that require a bit of elbow grease and strategic campaign structuring to uncover. These rich pieces of data are essential to understanding your target market — and they are only available to you if you follow these key steps when setting up your AdWords campaigns.[Read the full article on Search Engine Land.]

via Marketing Land

HotelTonight CMO aims to tell the brand’s story without losing its spontaneous soul

In June, Ray Elias was named CMO for HotelTonight, tasked with leading the company’s brand efforts, communications strategy, customer acquisition and retention.With more than 20 years e-commerce experience, Elias served as StubHub’s CMO from 2008 to 2015 before joining HotelTonight.“At StubHub, we truly disrupted and changed the way ticketing works. We played a major role in shifting consumer behavior to purchasing the week of an event – where the greatest value is,” says Elias, “Consumers were forced by Ticketmaster to crash an on-sale months in advance, believing they’d score a great ticket at ‘face value.’ Similarly, consumers have been trained to bundle their airline purchase with a hotel, and believe they unlock value by bundling upfront.”Elias says this set-up fails to offer the best deal for consumers, nor does it provide a strong value proposition for hotels.“At HotelTonight, we are demonstrating that’s absolutely not the case. If you wait, the best value is actually toward t…

Five tips to maximise content ROI for every industry

An effective content marketing strategy needs to be customised to the demands of each industry. Here are five tips to increase your ROI.There’s no one-size-fits-all approach in content marketing, especially when it involves different industries. Content creation and distribution depends on the particular audience for each occasion, and that’s why each industry has its own “rules” to follow.TFM and BuzzSumo have conducted a research based on the analysis of 150,000 articles, trying to get a better understanding of what makes an effective content strategy in ten different industries.“The Science of Content” led to many interesting insights, and here are the best tips to consider.Chasing viral contentIt’s common for businesses to invest in content marketing hoping that their content will go viral, but as BuzzSumo and TFM confirmed, this is rare and it only occurs in a small number of posts for every industry.Instead of chasing big viral hits, it may be more effective to focus on the righ…

Facebook wants to show brands how its ads measure up against TV, others

On Wednesday Facebook announced a wave of ad measurement news that even Facebook’s VP of measurement, Brad Smallwood, admitted were eyeball-glazing in their nitti-grittiness. But as boring or inside-baseball as they may seem, they’re important. So it’s important to explain them in a way that makes sense. To that end, I chose sports as an analogy.Facebook is trying to give advertising’s sabermetricians — the Moneyballers of Madison Avenue — a better way to evaluate its ads against those from other channels, including TV, competing to make their media rosters.Being able to measure Facebook against other media channels matters to advertisers in the same way that comparing players matters to teams’ general managers and coaches. Both entities are trying to evaluate whether the money they’re spending on platforms’ ads and players’ salaries are paying off and which platforms/players should get what share of the payroll (it may not always seem this way, but many advertisers work under some ki…

Allo: chat with big helping of Google search

During the Google I/O developer event earlier this summer, the company announced its “smart messaging app” Allo. At the time it sounded like a “me too” effort by Google to join the messaging party.Allo launched this morning for both iOS and Android. After using it briefly I can say it’s much more compelling than it initially sounded. It has a number of interesting chat-related features but the surprise (for me) and most interesting capabilities involve search.The app offers a differentiated experience, based on the inclusion of the Google Assistant and search capabilities. Allo users can ask the embedded Google Assistant and do things like conduct local searches, get maps, news, sports scores, weather, travel information, translate phrases, initiate restaurant reservations and do a range of other things.Allo allows users to conduct a broad range of voice searches and get the same results they would on Google, but with enhanced location awareness.While it remains to be seen what Google…

7 advanced conversion strategies you probably don’t know

If you’re at the point in your digital marketing efforts where it seems like things are going fairly well, but you haven’t reached peak performance, then it might be time to take your conversion optimization efforts to the next level.To that end, you’ll want to split-test a number of CRO (conversion rate optimization) strategies that you’re probably not trying. Here are seven of them.1. Setting a tripwire to get people into your funnelAs business marketing consultant Perry Belcher once said,“There’s never been a time in history where it was harder to sell something to someone for the first time. But there’s never been a time in history where it’s been easier to sell something to someone the second time.”I met Belcher recently. He is a smart guy who knows a lot about CRO. One thing he is huge on — having a tripwire.What’s a tripwire? It’s an irresistible, low-ticket offer that brings people to your website. They buy the offer and — voila! — they’re magically transformed from prospects …

The high price of inflated marketing metrics

Marketers are hooked on inflated numbers, and it’s time for everyone to come back down to earth. Much of the issue started with a “use it or lose it” marketing budget strategy. If marketers didn’t spend everything they had, they didn’t get it come the next budgeting cycle. Marketers told their agencies to spend all of the money, and so that is exactly what the agencies did.As many brands started to switch to a “prove it or lose it” marketing strategy, things didn’t always improve due to channel silos and other turf battles. Many marketers still wanted to keep their whole budget, so rather than redirect agencies to find the best-performing options, they often asked agencies to find the cheapest options, but to still spend all of the money.This is where many marketers are today. Media buyers and channel managers spend billions on low-priced advertising and mass messaging so marketers can show that they drove a lot of volume at a good price.The combination of forced spending and a focus …

MarTech Today: Targeting movie theater ads, the ‘Internet of Moving Things’ & AMP’s global rollout

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:Videology joins Screenvision to make movie theater ads more targeted
Sep 20, 2016 by Barry Levine
The alliance offers a new layer of audience data and allows advertisers to buy online, TV and movie theater inventory via one platform.MarTech Europe preview: here’s what to expect in 6 weeks
Sep 20, 2016 by Scott Brinker
We’re only six weeks away from MarTech Europe in London, November 1-2, and I’m thrilled with the program — an incredible roster of speakers bringing deep insights and experience across the intersecting fields of marketing, technology, and managementWhat is Google Data Studio and how can you use it?
Sep 20, 2016 by Sherry Bonelli
Currently in beta, Google Data Studio allows you to create branded reports with data visualizations to share with your clients. Columnist Sherry Bonelli explains the benefits and how to try it out.
Goog…

Canary Flex is a Cool New Weatherproof HD Security Camera

Canary, the US based startup has now launched a new all-weather security camera that aims to take on the likes of Nest Cam and Netgear Arlo. Dubbed the Canary Flex, the device is the first indoor and outdoor HD security camera that can be used wire-free or plugged in.Canary claims that their engineers faced immense difficulty in designing an outdoor camera that’s not just weatherproof but can also swivel around for more accurate monitoring. Canary Flex makes use of a magnetic 360° swivel base that enables you to attach it to any flat surface, be it the outer wall of your house, staircase of your flat, inside your cupboard or even in your bedroom. Canary Flex packs a dual band 802.11 a/b/g/n WiFi on the inside that’s capable of delivering a robust signal over a wide range of area. This essentially means that you aren’t required to install any other additional Hubs, which otherwise would have been a necessity for any other security camera. The rotating swivel security device comes with a…

Five solid Google AdWords insights from analyzing half a billion dollars in ad spend

In which I set out to look at fresh Performance Grader data to get a sense of what is changing in terms of the overall AdWords ecosystem.Back in late 2013, we did a similar analysis and found that small businesses in particular were leaving a lot of opportunities (and money) on the table, by committing fatal errors like low account activity and failing to optimize for mobile search.So, have things gotten better, or worse?Let’s take a look at the updated AdWords advertising statistics.A quick note on the ad data sources: I looked at 30,000 reports from advertisers who ran WordStream’s AdWords Performance Grader for the first time in the last six months. I focused on small and medium-sized businesses with average spend between $10 and $5000 per month, with accounts world-wide.  1. Quality score is more important than EeverSince my analysis in 2013, impression-weighted Quality Scores are up! As of 2016, the average impression-weighted Quality Score for SMB’s is around 6.5. What does it m…

10 terrific websites to help promote your app or tool

Building a cool tool or an app is half of the battle. Marketing it is even harder and more overwhelming. Here’s a handy guide for you to use.App marketing is on the boom. Lots of ecommerce companies launch apps these days to build loyalty and create additional source of traffic and sales.Finally, after months of hard work, your app or tool is complete. You have gotten past the initial design, the coding, the testing, the flaw discoveries, the retesting, more flaw discoveries, the pre-beta, and now you are ready. It is time to release your baby out into the world, and hope it becomes the next big tech sensation.But where do you launch it?Everyone who has started a venture knows that word of mouth (or the internet equivalent) is crucial. That landing page with its email subscription form can only take you so far – especially when you are competing against a seemingly never ending list of brand new startups trying to jostle their way to the top. It can be frustrating just trying to be se…

LeEco Le Pro 3 Unveiled in China; Features a Snapdragon 821 SoC and 6GB of RAM

LeEco has made the much-rumored Le Pro 3 smartphone official at an event in China today. After Asus’ Zenfone 3 Deluxe, Le Pro 3 is the second handset features Qualcomm’s latest Snapdragon 821 Quad-Core processor. Besides that, it comes with the all the right ingredients for a premium flagship, an affordable price tag and ditches the headphone jack in favor of CDLA technology alike its siblings.Design wise, LeEco has kept everything similar to the Le 2 Max with a metal unibody and chamfered edges. In terms of raw specifications, there’s a 5.5-inch Full HD 2.5D curved glass display up front and the device, as mentioned before, is powered by Qualcomm Snapdragon 821 SoC clocked at 2.35Ghz. Additionally, it comes with 4/6GB LPDDR4 RAM with 32/64GB (UFS 2.0) storage that is not expandable, Adreno 530 GPU, and 4070 mAh battery underneath with Quick Charge 3.0.The camera arrangement includes a 16MP rear f/2.0 lens complicated by Sony’s IMX298 sensor, dual-tone LED flash and an 8MP front-facin…

Xiaomi Mi Band 2 launched in India at Rs 1,999, Features OLED Display and 20-daysof Battery Life

Xiaomi’s Mi Band was actually the one that introduced this world to the concept that fitness trackers don’t essentially have to be expensive. Ever since the Mi Band has been selling strong but with the Mi Band 2 Xiaomi has taken the competition to an entirely new level. Priced at Rs 1,999 Mi Band 2 is all set to disrupt the “high-end” Fitness Band market.The Mi Band 2 comes with heart rate monitor and an OLED display, two quintessential features that the Mi Band missed out on. The very fact that Mi Band depended completely on the companion app to relay the information was kind of painful. Goqii, for instance, came equipped with an OLED display and was more accurate than the Mi Band.The Mi Band 2 employs a design philosophy that is similar to the original Mi Band and thankfully the Mi Band 2 also employs a layer of Gorilla Glass just to ensure that the glass is sturdy enough and doesn’t pick up scratches easily. The display shows an array of data including footsteps, distance, calories…