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Showing posts from October 17, 2016
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Just launched: Marketing Land’s new MarTech Today website!

We’re growing! Marketing Land has a new sibling with today’s launch of our new editorial website, MarTech Today.As you can gather, this new website is dedicated to covering the rapidly expanding world of marketing technology, or “martech” as it’s commonly called. Marketing technology forms the foundation of most of what marketers do today, whether it’s social media management tools, programmatic ad platforms, SEO software, data management platforms or something else. As a Marketing Land reader, this is an area of the industry that you should be following closely (if you’re not already).If you’ve already been reading our martech reporting here on Marketing Land, you’ll now find that same coverage — and more — on MarTech Today. Our daily MarTech Today recap and e-mail newsletter are also moving over to the new site, but current subscribers don’t need to do anything; you’re already subscribed and will continue to get the newsletter each day.For more about MarTech Today and the type of ma…

The ins and outs of keyword research

A great way to expand your PPC account is by performing keyword research in order to uncover untapped opportunities. Keyword research is a key tactic for growing an account — especially new accounts, but even mature accounts can stand to benefit from ongoing expansions.When keyword research does & does not make senseKeyword research is sometimes debated as being unnecessary, and it is fair to say that certain methods of keyword research are futile. Back in the day, it wasn’t uncommon to hear search marketers taking pride in the number of keywords managed, but it’s a different ballgame now; keyword counts don’t correlate to positive performance or even account health. All that to say, there’s no need to add keywords just for the sake of adding keywords!A good goal with keyword research is to try to identify entirely new themes. There may be some room to flesh out existing themes, but there’s only so much expansion on existing keywords before you’ll pass the point of diminishing ret…

What Google’s experimental content podium means for SEO

Google has been testing a new content platform called “Posts with Google,” and it could have a huge impact on brand searches, for both paid and organic.We all know that Google has had its struggles with trying to develop its own social network; Google Buzz is dead, and Google Plus seems to be on its way out. This new platform seems to have some social elements to it, though it is very different from a social network.On the official site for this platform, Google states the following:Every day millions of people search on Google, many of whom are looking for information about prominent individuals and organizations. Now we’re experimenting with a new way for users to hear directly from select entities they’re searching for on Google.Verified individuals and organizations can now communicate with text, images and videos directly on Google. Creating content is fast and simple, and once published, posts will appear instantly in search results related to the publisher. Each post can also b…

Google will now Alert you When Flight Fare Increases

Google’s native travel planner already had a vast variety of ways for checking flights’ prices and their variations depending on the period. However, today, Google is taking it a step further by adding a dedicated feature for tracking fares of a particular journey and time.Google Flights, can now alert you when prices for a flight are expected to go uphill. Furthermore, the web app will show how much precisely you’ll save at the moment and in case you haven’t selected a specific time period, Google will intuitively recommend those based on when can you get the cheapest. There’s also a new notification bar which will display tips such as if you modify the dates by a day, you can save “X amount or book alternate airports in the city to get a discount. Additionally, you can enable a switch if you would like to receive emails from Google for tracking prices. These features are already live on the website.There’s also a separate section for your previously tracked prices on the mobile loca…

[Reminder] Upcoming webcast: Take back control of your content

Are you losing control of your content? If you’re like the majority of marketers, you’re going to produce more content in 2017 — but feel less than confident about your content marketing operations.Join experts Arnie Kuenn, CEO at Vertical Measures, and Brian Kavanaugh, U.S. Marketing Strategist at Bynder, as they explain how to empower your teams to efficiently create, format, localize and distribute content assets to target audiences in less time.Register now for “Take Back Control of Your Content,” a MarTech webcast produced by Digital Marketing Depot and sponsored by Bynder.

via Marketing Land

What you need to reach the big leagues of local SEO

Ffooter / Shutterstock.com It’s that time of year again. The air becomes crisp, the crack of the bat fills the stadium, the crowd roars — Chicago Cubs fans like me get that old, familiar feeling of foreboding. Major League Baseball’s playoffs are upon us, and in the spirit of the postseason, it’s time we explore how the great American pastime applies to building a successful career in local SEO.The right stuffIf you aspire to local SEO success, you’ve got to have the right stuff. The competition in the industry is fierce, and it’s not easy to stand out among your peers. If you’re looking to wow the scouts, or if you’re considering lacing up your cleats for the first time and joining the local SEO game, then read on to learn the qualities and skills that talented young SEOs must have.[Read the full article on Search Engine Land.]

via Marketing Land

Can location make native ads better and more relevant?

Placecast is bringing location intelligence to native advertising to improve relevance and performance. The company also announced last week that it has been awarded two patents pertaining to “location data management and targeting.”Placecast is one of the longest-existing companies in the location-based marketing segment, having begun as an SMS-based retail marketing platform using proximity and radius targeting. The new offering, called “Placecast Native,” promises the non-intrusive benefits of native, with the additional targeting, personalization and offline attribution capabilities of location intelligence.Placecast says that current native ads under-perform because of limited relevance. The new Placecast units use “a single set of creative assets that can be dynamically reassembled” to improve customization and relevance, says CEO Alistair Goodman. Behavioral and audience data, derived from real-world location and location history, is one of the keys to mobile ad relevance.Goodm…

4 tactics to generate quality leads from social media

Sites like Facebook and Instagram are just for people to browse through family pictures and look at cat videos, right?Because this is how many see these sites, traditional social media marketing efforts have largely focused on using social platforms as branding tools, not lead-gen tools.While this is partly true, it’s not the complete truth.Social media isn’t there just to brand your business anymore. If used effectively, you can generate high-quality leads and drive sales through social platforms.In this post, I’ll show you four tactics you can use to generate leads from social media.1. Make your landing pages socialA conventional landing page provides a focused experience which guides people towards your conversion goal.With such conventional pages, if people feel like telling others (like-minded potential customers) about the offer, the only option they have is via email or private messaging. Not many people would repeat this multiple times; it’s just too much work, and it feels sp…

Five mobile must-haves to impact the customer journey this holiday season

According to Deloitte’s annual retail holiday sales forecast, retailers should expect to see an uptick in both in-store and online sales this coming holiday.With a stable economy, low unemployment and more disposable income, sales are expected to exceed $1 trillion, or a 3.6%-4% increase in sales over the same period last year (November-January).That’s good news for many retailers who have been forced to close some stores, streamline SKUs and reduce expenses, but it’s no time to sit back and rest on the innovation front.While most retailers have finalized their holiday plans by now, use the next few weeks to test, pilot and innovate to yield new learnings, insights and sales moving into the new year.With that in mind, here are a few of my top recommendations focused on bridging the gap between digital and brick and mortar, improving the customer experience and keeping sales moving in the right direction.Mobile is the bridge between digital and brick and mortar as the number of devices…

“Can machines think?” What humans need to learn about artificial intelligence

One of people’s biggest fears about artificial intelligence is that machines will rise up and humanity will be obsolete, that we will give ‘them’ too much power and control, and they will take over through either benevolence or malevolence.The root of many of these science fiction horror stories is the ability for the machines to think for themselves and come to a reasoned logical conclusion. We have had a test for machine intelligence in the form of the Turing test, which sees if a machine can fool a human interrogator into thinking they are talking to another human.However, the test is not without its problems and one of my favourite criticisms of Turing’s test came over Twitter:The Turing test is like saying planes don’t fly unless they can fool birds into thinking they’re birds. (h/t Peter Norvig) #AI— Pedro Domingos (@pmddomingos) July 19, 2015Initially I thought “ok, fair point – we are defining that the only true intelligence is described by the properties humans exhibit” and w…

Viewability is a big part of the journey, but it’s not the destination

Measurement, we’ve come a long way. Just 10 years ago, I was a manager in the “interactive marketing” department of a major real estate brand. Our marketing team as a whole employed 30 to 40 professionals, of which just a small handful worked with me in digital.As at any major consumer brand at the time, those of us on the digital team wanted a bigger slice of the marketing budget pie. “More brand dollars need to shift to online media,” we said. “Consumers are using DVRs to skip television commercials. Print is declining as people spend more time online. Statistics show listeners are migrating from terrestrial to satellite radio.”All of these were good arguments at the time. But then we dropped the hammer. “The most important reason to put more money into online media is real and accurate measurement.”We preached the power of digital measurement. No more panels. No more extrapolations from limited data sets. From now on, our advertising dollars would be spent on real impressions.How t…

MarTech Today: Intelligent agent Ozlo, mobile wallet versus apps & Alibaba backs ‘location as platform’

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Say hello to the newest intelligent agent, Ozlo
Oct 14, 2016 by Barry Levine
Billed as the only independent intelligent agent left, he specializes in finding the best answer from ‘competing sources of information.’ With holiday 2016 approaching, retailers need a mobile wallet strategy ASAP
Oct 14, 2016 by Greg Sterling
Shoe Carnival-SIM Partners case study shows how a mobile wallet can complement and even substitute for app downloads.
Chinese giant Alibaba makes strategic investment in “location as platform”
Oct 14, 2016 by Greg Sterling
Investment in PlaceIQ could be a watershed moment for location intelligence.From Around The Web:7 Best WordPress Plugins to Integrate Google Services with Your Website, www.wpexplorer.comThe Problem with Password UX (and How to Fix It), conversionxl.com7 Top Tools For Content Creators, http://ift.tt/ngmanHAmazon O…

10 marketing metrics to master for first-time startup owners

When you’re just starting out as a business owner it’s easy to become wrapped up in the seemingly endless number of metrics you *need* to pay attention to in order to determine the success of your business.However, the problem with following a lot of metrics is that it can become very easy to not pay close attention to any of them, and isn’t the whole point of following metrics so that you know exactly what’s going on with your startup?Metrics have the potential to offer a ton of insight into your successes and failures, but only if you know which ones to track without getting overwhelmed.That’s why we’ve compiled this list of 10 important marketing metrics that every new start-up owner should master:1) Web traffic: what kind and where is it coming from?Image credit and all subsequent image credits: Google AnalyticsWeb traffic is essentially a blanket category that encompasses the majority of the metrics listed below; making it one of the most important measures that startup owners sh…

Classi is a Smart Band that Turns any Wrist Watch into a Smartwatch

Smartwatches have failed to gain momentum ever since its inception, and much of that is due to the rather drab looking appearance of these watches. It has been hard for the smartwatch manufacturers to woo the customer to replace their existing time pieces with their smartwatches. After all, who would like to replace their costly Rolex or Timex timepiece with an Apple Watch 2 or even Moto 360. Then, what’s the solution? Well, here’s where Classi comes in. It’s basically a smart band that empowers your traditional watch to do more. That said, you wouldn’t be able to do everything you can with a smartwatch.Maintool, a startup based in Paris has come with an idea which can turn your classic watch into a modern gen ‘ ‘smart’ watch. Essentially, they aim to replace the existing band of your favourite watch with their own band called Classi, which apparently is a band with brains. The Classi smart band that’s currently listed on Indiegogo integrates the processor, Bluetooth, Vibration Motor …

MarTech Europe is just 2 weeks away – don’t miss out!

As marketers, we all strive to create the ultimate customer experience. And in two weeks, experts are gathering at MarTech Europe in London to share insights into how they’ve aligned their organisations’ technology, marketing and management to serve the evolving customer needs.The agenda is packed with more than 20 case studies, keynotes and fireside chats, all designed to help you understand and execute digital transformation.If you’re responsible for creating delightful customer experiences with marketing technologies, don’t miss the only chance to attend MarTech in Europe this year.Best rates won’t be around for much longerMarTech Europe is just around the corner! Register for an All Access Pass and pay only £1195*, a £100 savings compared to on-site rates. You’ll get access to exceptional speakers and content, marketing technology solution providers, networking functions, WiFi, hot meals and snacks, and top-notch conference amenities.We hope to see you there!*Rates are exclusive o…

Google Camera app v4.2 from Pixel is now Available for Nexus 5X and Nexus 6P

Google has been touting the camera in its Pixel phone as one of the best in the smartphones and along with this, they have also added a few new features for its camera app. XDA has dismantled the Google Camera v4.2 from the out of the box pixel and now the apk has been modified to be installed in Nexus 5X and Nexus 6P.The apk needs to be side loaded which means that it will not overwrite your current Google Camera app. The app is expected to work in all Nexus ARM64 devices running Android Nougat 7.0+ and that categorically leaves behind Nexus 5 and Nexus 6. After installing the app the first thing I noticed was the shooting grids. The camera app will let you choose from 3×3, 4×4, and a Golden Ratio grid.The most important feature comes in the form of autofocus lock and exposure control. Both the features can be accessed by long pressing on the area to be focussed. The long press will activate a slider which can be used to control exposure. While a few of the mod users are reporting fa…