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Showing posts from November 22, 2016
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3 next-level Yelp tricks for business owners

I’m always on the lookout for interesting tips, tricks and strategies that marketing managers and business owners can use to improve their Yelp pages. From dissecting Yelp’s own videos about their product, to building detailed review analysis, to straight up asking Yelp for clarification on their mixed messages, I’m on the hunt for every little edge I can find.Yelp is far more complex than it seems on the surface. Following are three great tricks that you can use to take advantage of the nuances of Yelp to improve your Yelp page(s).[Read the full article on Search Engine Land.]

via Marketing Land

ON24’s CMO says creativity, patience & never resting on your laurels are key to success

In May of last year, Joe Hyland was named CMO for ON24, leading global marketing, communication, and brand strategy for the webinar-based marketing platform.“I’ve been in marketing for about 15 years, focusing primarily on marketing in the B2B and SaaS space,” says Hyland.Prior to joining ON24, Hyland served as CMO for Taulia Inc., and held marketing leadership positions at a variety of tech companies, including Stratus Technologies, Bottomline Technologies, and Kronos.The CMO recently oversaw the launch of ON24’s “Where’s Your ROI?” campaign, built on challenging marketers’ assumptions around the way they use data.“All of us marketers, in the past three or four years, have said that we want to take a global, data-driven approach to marketing,” says Hyland, “But, whether it’s a digital campaign or a billboard, there’s so much data, and very few ways to know how to decipher it and learn how it drives tangible results.”Hyland says the campaign aims to make marketers reconsider how they…

The limitations of Facebook’s anti-discrimination policy and others like it

Under pressure from activists and lawmakers, Facebook moved recently to prohibit using its “Ethnic Affinities” targeting in conjunction with any advertising for housing, employment or credit opportunities. This update is aimed at curbing discrimination against minority groups which have historically been subjected to prejudice in these areas.The move has been heralded by most as a significant step toward combating prejudice in advertising for the social media giant, and it publicly makes clear Facebook’s position on the matter. However, like many efforts in the past to prevent discrimination, this update only addresses the most immediate and obvious ways discrimination based on ethnicity can be perpetrated.To understand why, it’s important to know how online ad targeting works, and how advertisers can subtly discriminate in ways that are sometimes even unintentional.User attributes and the correlations that bind themWhile ethnic affinity is only targetable through some advertising pla…

Nielsen: Mobile targeting is getting better, particularly when targets are narrower

The ability of mobile ad campaigns to reach their intended audiences is getting better according to new data from Nielsen released Tuesday.The benchmarks report looks at on-target percentage, which is the percentage of ad impressions delivered to the targeted audience of the total number of impressions served during a campaign. Mobile had an on-target rate of 60 percent, up from 49 percent in Q1 2015.In last year’s report, the total digital on-target percentage for digital advertising campaigns in the US was 61 percent. This year that benchmark was 59 percent. Nielsen broke out desktop for the first time this year; desktop’s on-target benchmark was 60 percent.US campaigns targeted to people in ages ranging between 18-34 and 25-44 had  better chance of reaching those audiences on mobile than on desktop. However, campaigns targeted more broadly to people between the ages of 18-49 had a greater percent of ad impressions delivered to that target audience on desktop than on mobile, accordi…

Global content marketing: It’s gonna be big!

For the past few months, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (I’ve also been helping some brands build the strategies to make this happen.)Here’s an advance look at some of my research findings. The full report publishes soon.Five top global content strategy goalsWhen I asked global content strategy leaders what their top goals and responsibilities are, five clear themes emerged.1. Creating a global content strategyWhile about half the organizations I interviewed said they have a global content strategy, the rest admit they don’t yet have that aspect of content marketing formalized.Some have domestic strategies or have worked out strategy on a country-by-country basis, but tying it all together is complex — from strategic and logistical standpoints, as well as from the perspective of convincing dive…

Social media, the subscription economy and the new face of retail

If you’re an impulsive person, online shopping might be your best friend, worst enemy or a little bit of both.In the past year in the US, shoppers spent more than $300 billion online, and their spending in the past quarter accounted for 8.4 percent of all retail revenue in the US. This holiday season is predicted to be even bigger than last for online sales, with $92 billion expected to be spent.As this trend has gained momentum in the last two decades, companies have tightened their supply chains, expanded delivery and payment options and launched creative strategies — even sub-industries — to hook and retain customers. For example: subscription boxes.Every month, tens of millions of Americans receive a curated delivery that supports or reflects one of their hobbies, interests, pets, food tastes or other investment. From meal kits and designer clothes to comic books and cat toys, the subscription economy is booming, having grown 3,000 percent in the last three years alone. However, w…

Google releases new AdWords improvements and stats ahead of Black Friday

Google is adding more store visits data to AdWords distance reporting, available when measuring geographic performance of your ads.At the moment you’re able to view your ads’ performance based on different locations, revealing the places your customers are located and the locations they’re most interested in visiting.But now if you use the location extension you can see a distance report that will show store visits based on how far away people are from your store when they search.To use an example from Google, if your store visit rate is highest within one mile of a store, you could apply targeting around that specific radius.Store visits distance reporting is available for Search campaigns right now and will roll out to Shopping campaigns soon.Google also stated that store visits performance is also coming soon to geographic and user locations reports too. This will show you which geographic areas are driving the most ad clicks resulting in a store visit.Google data on Black Friday S…

Panasonic Eluga Mark 2 Launched in India with Android for Work Enterprise Feature

Panasonic has updated its Eluga lineup with a new addition, the Eluga Mark 2. The Eluga Mark 2 heralds with full metal body machined out of aircraft grade aluminum and will be exclusive to Flipkart. Priced at Rs 10,499 the new Eluga Mark 2 comes with a bumped up display and battery as opposed to its predecessor.The Eluga Mark 2 comes equipped with a 5.5-inch HD display with 2.5D curved Asahi Dragon Trail glass which is touch resistant and comes laced with On-Cell Touch Technology for the better touch experience. Under the hood, one can find an octa-core SoC clocked at 1.3GHz and paired with 3GB of RAM. On the storage front, the device offers 32GB of internal memory along with a microSD card slot that can accommodate up to 128GB.Eluga Mark 2 heralds with a 13-Megapixel primary camera with 5P lens element and the front camera is made up of a 5-Megapixel sensor with 88-degrees wide front lens. The fingerprint sensor has been housed at the back and Panasonic has also baked in features lik…

Did Facebook find a way to deal with fake news?

There’s been extensive discussion during the past weeks about Facebook’s fake stories and whether they have contributed to the results of the US elections. Mark Zuckerberg has decided to address this issue and announce Facebook’s future plans. There is a great controversy regarding fake stories on social media and how they may affect users’ opinions over a subject, and Facebook received a significant amount of criticism on its lack of measures to avoid turning misinformation viral.Mark Zuckerberg has decided to speak about this issue, in attempt to defend the popular social platform and most importantly, to announce the network’s future plans on handling similar cases.In fact, he mentioned seven key points about Facebook’s future plans.Stronger detectionFacebook is determined to improve its ability to classify misinformation. This will be achieved by enhanced technical systems that will spot the stories will flag as false, even before they actually do it.Easy reportingFacebook insists…

Google will let you Know in Realtime if Your Favourite Cafe is Super-Crowded

Google Popular Times has been helping people decide on their outings be it shopping in the bustling holiday season or planning to visit a recreational park on a weekend. Popular also helps out folks to plan travel in advance and decide on the timing to visit your favorite restaurant. Now Google has upped the ante by announcing a new service for the Popular Times, real-time tracking. In a simple sense, this feature works similar to the Traffic feature in the Google Maps that shows the density of traffic on your route.With this update, you will be able to exactly see how much crowded your favorite restaurant is and whether you will be able to get your preferred both without waiting long. Well, the restaurant is just one scenario and Popular Times is expected to work with many other businesses.  Just like before, the Popular Times section is nestled in the Google or the Google Maps when you search for a restaurant and now it will also let you have a live look at how busy a place is. Wond…

Update: FTC holds Warner Brothers accountable for online influencer deception

Mark Van Scyoc / Shutterstock.com Following a brouhaha in July after the FTC spanked Warner Brothers for promoting a product without full disclosure about their engagement with the brand, the governmental agency has announced that it has come to an agreement with the entertainment conglomerate.In an unanimous Commission vote, Warner Brothers is now not allowed to misrepresent that sponsored content, including gameplay videos, are objective and independent opinions of video game enthusiasts or influencers. Warner Brothers will also suffer penalties if they fail from making these disclosures in the future.In July, WB was put in FTC’s headlines when it failed to properly disclose influencers’ relationships with the launch of “Middle Earth: Shaddow of Mordor,” a video game. FTC did not have its participants disclose that the influencers, who were offered free advance-release versions of the game, were paid to post positive gameplay videos online. They were also told to make their recaps as…

Marketing Day: Facebook & Google fake news, Instagram live video & location marketing

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:Facebook removes agencies from Marketing Partners program with badge elimination
Nov 21, 2016 by Tim Peterson Facebook is eliminating its Marketing Partners program’s media buying specialty, which will remove all agencies from the program.Why media buying and advertising is ripe for artificial intelligence
Nov 21, 2016 by Carl Erik Kjærsgaard Columnist Carl Erik Kjærsgaard explains how AI can play a role in marketers’ media-buying plans, freeing them to focus on strategy and creative.Why Google might not be able to stop “fake news”
Nov 21, 2016 by Danny Sullivan Google says it wants to prevent fake news from spreading, but the search giant has serious challenges in actually curbing it.Social is the future of customer service
Nov 21, 2016 by Digital Marketing Depot You’re responding to your customers on social. You have agents who are tasked wi…

Facebook removes agencies from Marketing Partners program with badge elimination

Alexey Boldin / Shutterstock.comok-lap Facebook is returning its Marketing Partners (née Preferred Marketing Developers) program to its roots as a roster of advertising and marketing technology providers and putting agencies that had been part of the program at a further remove.Facebook plans to eliminate the “media buying” speciality from its Marketing Partners program that grants a Good Housekeeping-style seal of approval to various companies that help brands buy ads and manage their accounts on Facebook and Instagram, the company announced on Monday. The elimination of the media buying badge, which was introduced in an October 2014 revamp of the program and only available to U.S.-based companies, will take effect on December 31.The decision to terminate the media buying badge results in the removal of all agencies from Facebook’s Marketing Partners program. Of the 12 companies that had been awarded the media buying badge, four were agencies: Dentsu Aegis Network’s 360i and iProspect…

Why media buying and advertising is ripe for artificial intelligence

There’s a reason transparency is such an important topic of discussion throughout the industry. In June, the Association of National Advertisers (ANA) published a bombshell of a report revealing that executives were aware of — and sometimes mandated — extensive use of nontransparent practices like rebates and kickbacks.As a direct response to the report, JPMorgan Chase sent shockwaves throughout the industry when it became the first big brand to hire a team of auditors to examine its media agency. Ultimately, Chase wanted to ensure “that they are getting what they paid for when it comes to their advertising spend and that the agency has been compliant with the contract.”It seems that as the industry has grown, the power has migrated to the media agencies, rather than the marketers. With so many new platforms available and decisions needed in today’s media-buying process, neither the advertiser nor the media agency knows where money is being spent. The need for more transparent and ope…