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Showing posts from October 28, 2016

ABM brings the right guests to the party; marketing automation keeps them engaged

Party planning is a great way to think about account-based marketing (ABM). When you invite people to a party, no matter the size, you make an effort to provide something for everyone: food and drink options, fun activities that everyone can participate in. And you’ll even plan who sits at which table.ABM is about deciding who you want to invite to the party and catering to their needs to make sure they are happy. This isn’t really a new concept and, based on many surveys, an overwhelming number of B2B marketers are either already using ABM or plan to use it in the next year.What’s different this time? Technology.[Read the full article on MarTech Today.]

via Marketing Land

A Penguin’s Tale: Responding to the latest update

For the last four-plus years now, we’ve heard a lot about Penguin. Initially announced in April 2012, we were told that this algorithm update, designed to combat web spam, would impact three percent of queries.More recently, we’ve witnessed frustration on the part of penalized website owners at having to wait over a year for an update, after Google specifically noted one was coming “soon” in October of 2015.In all the years of discussion around Penguin, however, I don’t believe any update has been more fraught with confusing statements and misinformation than Penguin 4.0, the most recent update. The biggest culprit here is Google itself, which has not been consistent in its messaging.And this is the subject of this article: the peeling away of some of the recent misstated or just misunderstood aspects of this update, and more importantly, what it means for website owners and their SEOs.So, let’s begin.What is Penguin?Note: We’re going to keep this section short and sweet — if you want…

It’s scary how many ways SEO can go wrong

We’ve all had those moments of absolute terror where we just want to crawl into the fetal position, cry and pretend the problem doesn’t exist. Unfortunately, as SEOs, we can’t stay this way for long. Instead, we have to suck it up and quickly resolve whatever went terribly wrong.There are moments you know you messed up, and there are times a problem can linger for far too long without your knowledge. Either way, the situation is scary — and you have to work hard and fast to fix whatever happened.[Read the full article on Search Engine Land.]

via Marketing Land

Look to Thanksgiving dinner for holiday shopping trends

There’s nothing quite like the holidays: home-cooked feasts, colorful foliage, gift giving, and most importantly, visiting with friends and family you haven’t seen in a while.In thinking about the upcoming holiday season, I thought it would be interesting to create customer profiles for each family member and reflect on how affiliate marketers might be able to get their attention during the biggest gift-giving season of the year.No matter how diverse your family is, there’s always a deal, trend or offer to suit them. This shopping season is the perfect time for advertisers and publishers to reach the whole family.Everyone at the dinner tableI’d be hard-pressed to find someone at your Thanksgiving celebration who doesn’t own a mobile phone. The mobile phone takes on a whole new role during the holiday season; for some people, it becomes their No. 1 shopping buddy.Based on our Rakuten Affiliate Network data, mobile sales grew 59 percent year over year from 2014 to 2015 and generated 40.…

[Podcast] Marketing Land Live #33: Alex Hertel of Xperiel on marketing in the “Real World Web”

Are we moving from the “World Wide Web” to the “Real World Web”? Alex Hertel, the CEO and co-founder of a company called Xperiel, thinks so. His company is working with clients like Pepsi, the Los Angeles Dodgers and the Sacramento Kings to connect the online and offline worlds and make for one seamless customer experience.In this week’s episode of our weekly podcast, Marketing Land Live, Marketing Land’s Barry Levine talks with Hertel about how his company is trying to make the physical world more digitally interactive and what that will mean for marketers.The episode runs about 27 minutes and you can listen below. Be sure to scroll down for this week’s Show Notes, with links for more information.We invite you to subscribe via iTunes or Google Play Podcasts. Show NotesXperiel announces cloud-based platform so marketers can build apps for the Internet of ThingsThanks for listening!

via Marketing Land

Tumi’s chief digital officer shares how his brand is built to go ‘beyond incrementality’

Sibling rivalry is a problem in many organizations — especially when it comes to digital, brand and creative peers. So when we met Charlie Cole, Chief Digital Officer at Tumi, the international luxury travel and lifestyle brand, we were struck by how his organization is thriving with a model of “positive tension.”In an interview with us, Cole shared how he’s organized his team and fostered a culture of honoring unique talents without compromising healthy debate. The results? Cross-functional alignment to help the brand grow “beyond incrementality” with more effective customer engagement, driving Tumi’s highest annual margin growth yet, Cole said.Charlie Cole, chief digital officer of Tumi Q: What are the customer dynamics at play at Tumi?Let’s first remind ourselves that the customer doesn’t care about our org structure or the internal workarounds we’re doing to provide a great experience across all channels. The customer simply expects the best brand experience, regardless of whether …

Mobile paid search has increased by 134% since last year: stats

There has been an increase of 20% in the YoY growth of Google search ad spending in Q3 2016, while paid search mobile phone spend has increased by 134% from the past year.This is according to Merkle’s Q3 Digital Marketing Report, which covers the latest trends in paid search, social media, display, and organic search.Here are some more useful stats on all the changes that occurred in the past year.Paid SearchGoogle search ad spending grew 20% YoY in Q3 2016, although it’s down from the 22% growth a quarter earlier. Click volume grew 28%, while CPCs fell 6%. Google Shopping (PLA) spending grew 36% YoY on a 59% increase in clicks. Google text ad spending rose 9% on 11% higher clicks.Bing Ads and Yahoo Gemini combined search ad spending fell 14% YoY in Q3 2016, compared to a 17% decline in Q2. Bing Product Ad spending declined 12%, while Gemini’s share of click volume across both platforms remained flat at 17%.Total paid search phone spending increased 134% YoY, while both tablet and des…

Interview: can you forecast SEO? Sastry Rachakonda says you can

In the world of search engine optimisation, there are a wealth of tools which produce analytics and SEO reports after changes have been made to your site.But what if you could predict how your site’s ranking would change before you’d made any alterations –and see the impact on traffic, ROI and more?Sounds too good to be true, right? But ALPS, a new platform from iQuanti, sets out to do exactly that.ALPS, which stands for Analytics Led Platform for Search, is a “best-in-class analytically driven platform”, in the words of CEO Sastry Rachakonda. The platform “allows you to set your SEO strategy with a deep understanding of your competition as well as your business.”The aim of the platform’s predictive capabilities is to let SEOs understand exactly what impact a certain change to their site would have, before they invest the money and time in making it. But it also gives an in-depth insight into exactly what competitor websites are doing with their SEO, allowing users to adapt their stra…

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, good news for YouTubers but bad news for Vine stars and anyone who wants a bit of privacy.Twitter kills VineSad news for those with short attention spans, Twitter is killing off Vine, the six second video app it purchased a couple of years ago.According to a statement, despite discontinuing the app in the coming months, your Vines will still be available.“You’ll be able to access and download your Vines. We’ll be keeping the website online because we think it’s important to still be able to watch all the incredible Vines that have been made. You will be notified before we make any changes to the app or website.”On the plus side, Twitter’s been far more entertaining for the last 24 hours than normal. Enjoy it while it lasts.Bing Ads reveal the most searched Halloween costumesAccording to the latest research from Bing Ads, adults are more interested in perfo…

Reddit launches ad targeting product based on site visits

Reddit user? The social news site has an update for you. Earlier this week, Reddit CEO Steve Huffman made an announcement that may have folks dropping their jaws and advertisers rejoicing: Reddit will now not just support subreddit ad targeting, an offering provided for quite awhile — it’s broadening out to interest targeting, which is, as Huffman says, targeting “audiences based on a handful of predefined interests (e.g. sports, gaming, music, etc.) which will be informed by which communities they frequent.” The benefit is a better experience, both for the user (not a boring, irrelevant and uninteresting ad) and advertiser (hey, this guy might actually be interested in my product).Interestingly enough, Reddit caters to a pretty big demographic of ad haters, so Huffman has allowed users to opt-out of this new ad product — but the alternative would be the ads that aren’t as interesting, and perhaps that’s not a more ideal medium. Regardless, reception in the comments of the Reddit anno…

Microsoft is Offering up to $650 for Apple MacBook if you Decide to “Trade-up” and buy a Surface Device

The last two days have been busy ones for both Apple and Microsoft. While Apple launched the much-awaited update for their MacBook Pro Microsoft did the same for its Surface. However, Microsoft has now announced that it will be offering $650 off when trading in a MacBook. Well, the offer couldn’t have come at a much better time as Apple just announced their new MacBook Pro lineup. Microsoft has been trying to battle it out with Apple when it comes to its Surface Book lineup and the offer is one of the instances wherein Microsoft wants users to get a taste of their Surface lineup.The offer is already up and anyone in the U.S can trade in their MacBook Pro or even a MacBook Air at a Microsoft Store in exchange of rebate up to $650 for a Surface Book. The offer is further detailed as follows “Today, we are announcing a limited-time “trade up” offer to invite more people to experience Surface. If you have a Mac but want to experience the ultimate laptop with on-screen touch, Surface and M…

5 Bewildering Decisions Apple Made With the new MacBook Pro

Apple finally upgraded its MacBook Pro lineup last night at an event in Cupertino. The latest generation notebooks bring several new additions such as the alluring touch bar, a massive trackpad, better internals, a new look Space gray edition and a whole lot more. However, Apple also had to give up a number of features Mac fans have known and loved for years. Additionally, the new MacBook Pro streamlines the I/O section and is betting big on the future of USB Type-C which also led to some unwieldy sacrifices. Hence, in this article, we discuss the five bewildering decisions Apple made with the 2016 MacBook Pro.1. You Can’t Directly Connect/Charge Your iPhoneThere’s no standard USB port on the new MacBook Pro which basically means, you’ll have to buy an adapter for connecting your iOS devices like the iPhone or the iPad. Ironically, you can directly charge most of the high-end Android smartphones from any of the 4 USB Type-C ports! Apple does sell its own adapter but that costs $25 and…

Apple MacBook Pro 2016: Pricing and Availability Across the World

Apple has now refreshed their MacBook Pro lineup with three new laptops out which two of them come with the much touted Touch Bar feature. The base 13-inch model that misses out on the Touch Bar starts at $1499 in the US while the top end 15-inch model starts at $2399. That said, Apple is always known to mark up the US pricing to a large extent when launching in regional markets and the same has happened this time around too.The Cupertino giant has now announced pre-orders for the new MacBooks and had even confirmed the Indian pricing, which has since been revoked for some unknown reasons. But then, the website still mentions the same, so we can assume the final pricing to be similar. And guess what, the price of the top end variant of the Apple MacBook Pro goes over Rs 2,00,00. Precisely speaking the base 13-inch variant of the MacBook Pro with a dual-core Intel core i5 processor with Turbo Boost upto 3.1GHz, 8GB RAM and 256GB of SSD memory will go on sale for Rs 1,29,900. Well, that…

How consumers use reviews and what you can learn from them

Consumer reviews have become an important source of information for consumers during the buying process. Understanding how reviews are used is paramount.Download this report from Trustpilot to learn:how consumers engage with reviewswhich factors (quantity, recency, content) affect conversion rates mostwhy consumers are choosing your competitor over youVisit Digital Marketing Depot to download the report.

via Marketing Land

Amazon reports sales up 29% YoY, earning $32.7B in Q3 2016

Amazon released its Q3 2016 earnings report today, announcing $32.7 billion in sales for the quarter – a 29 percent year-over-year increase compared to the $25.4 billion it generated in Q3 2015.Among the highlights listed for the last three months, the e-commerce company referenced the expansion of Amazon Fresh – it’s online grocery delivery service; the launch of Handmade at Amazon in the UK, Germany, France, Italy and Spain; and the new version of its Echo Dot home assistant device, along with the launch of its Alexa, Echo, and Echo Dot devices in Germany and the UK.“Alexa may be Amazon’s most loved invention yet,” says Amazon CEO Jeff Bezos in the earnings release, noting that Amazon continues to improve its line of home assistant devices, “Because Alexa’s brain is in the cloud, we can easily and continuously add to her capabilities and make her more useful – wait until you see some of the surprises the team is working on now.”The company also said it plans on adding 120,000 season…

Google Q3 beats expectations on top and bottom line with $22.4 billion in revenue

This afternoon Google parent Alphabet delivered a strong quarter, beating Wall Street’s revenue and earnings expectations. Revenues grew at 20 percent year over year; earnings per share also beat expectations.Google revenues were $22.25 billion (ad revenues were $19.8 billion), while so-called “other bets” generated $197 million. That was an increase vs. last year. There was also a smaller loss $865 million on other bets compared to a year ago.Paid clicks were up an impressive 33 percent (Google website clicks were up 42 percent) however aggregate cost-per-click across Google and its network were off 11 percent. Traffic acquisition costs were roughly $4.2 billion, representing 21 percent of total ad revenue.Last quarter Alphabet CFO Ruth Porat said that revenue growth was driven primarily by mobile search. But the company also cited video and programmatic as strong areas of growth. In its press materials today, the company said mobile search and video were the growth drivers.

via Mark…

Marketing Day: Twitter’s Q3 earnings, YouTube End Screens & Adobe’s holiday predictions

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:What advertisers should know from Twitter’s Q3 2016 earnings call
Oct 27, 2016 by Tim Peterson
The good, the bad and the ugh of Twitter’s latest earnings report.Study: 83 percent use smartphones in stores, Facebook the most widely used app
Oct 27, 2016 by Greg Sterling
Euclid Analytics survey of 1,500 US adults reveals consumer wish list for in-store digital experiences.Does your marketing suffer from memory loss when customers switch devices?
Oct 27, 2016 by Josh Manion
The proliferation of consumer devices means marketers must find ways to account for an ever more complex buyer journey. Columnist Josh Manion details the steps along the road to gaining a true picture of you customer.Pull live inventory data from your product database and place it in your search ad copy
Oct 27, 2016 by Jason Puckett
Retailers, want to make your text ads stand …

10 Cool Things You Can do with the Touch Bar on the New Macbook Pro

The wait is finally over. Apple has unveiled the new MacBook Pro lineup and the biggest upgrade apart from the performance, is the touch bar that resides above the keyboard. As leaked before, it essentially replaces the function keys and lets you perform the available contextually-aware actions based on gestures and taps. Hence, here are ten cool things you can do with it.1. Tab Previews on SafariWhile browsing the web on Safari, the touch bar will show previews for the opened tabs. You can quickly switch between them, and there are several other shortcuts such as for going back, forward, bookmark, search, and more.2. TouchIDYes, the new Macbook has a fingerprint scanner that doubles as a power button. It is located on the right side of the touch bar and does what it should, allows signing in on the touch of a finger. You can also use it to authenticate for Apple Pay and if your laptop has multiple users, it automatically recognizes the finger and logs in or switches workspace accordi…