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Showing posts from December 1, 2016
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How brands can win with omnichannel discovery

Omnichannel marketing is not new, but the concept continues to fascinate writers and practitioners alike, myself included. That’s because consumer behavior keeps changing, and businesses need to be responsive to these changing behaviors so that they can continue to be found.While brands used to worry about coordinating their marketing across different channels, now they need to respond to the reality that people are using multiple channels, devices and communication modes to get what they want in an increasingly on-demand fashion. For instance, you can now order a pizza with a voice command to Amazon Echo or with an emoji on Twitter.Welcome to the world of omnichannel discovery.As I noted in a previous Search Engine Land column, consumers long ago graduated from Google searches on desktops and mobile phones, with an explosion of devices and technologies continuing to shape how and where we search.According to Nielsen, “Americans now own four digital devices on average, and the average…

IAB shares updates for MRAID including viewability & audibility measurement

The Interactive Advertising Bureau (IAB) Tech Lab released updates for the Mobile Rich Media Ad Interface Definition (MRAID) for public comment on Wednesday.MRAID is the common API set by the IAB for mobile rich media ads to communicate with mobile apps. It allows developers creating ads with HTML5 and JavaScript to use universal commands to tell apps how the rich media ads should perform so that, for example, video ads can run in native app players, and ads can perform actions like expand, resize, display image galleries.The updates included in MRAID 3.0:Enabling measurement of viewability and audibilityDetecting whether an ad is running in an MRAID-compliant environment at the time an ad is initializedThe ability to get location data if access is enabled by the userGuidance on pre-loading ads to ensure ads are only shown to users when they are ready for display, not when they are still loading.Integrating Video Player Ad Interface Definition (VPAID) so video ads can be measured in m…

Can tech conquer fake news?

Just as fake ad traffic threatens the online ad industry, so fake news content threatens the credibility of online content.It is, essentially, the Orwellian vision of modern propaganda, updated. Millions believed preposterous stories this past election because they seemed to come from credible publications. Even if the publication — such as the fictional “Denver Guardian” — didn’t actually exist except in a fake web site.“It’s a big problem,” mobile adtech firm AerServ’s COO Andrew Gerhart said. “”It’s really easy to put up a site — five minutes and $5.”One question is whether tech — which is utilized to battle ad fraud at scale — can be similarly employed against fake news sites. It’s tricky, since even humans might disagree about some sites’ classification. As our own Danny Sullivan noted about Google’s attempt to technologically filter out or de-emphasize fake news in its search engine:“The difficulty here is that Google has a real challenge in automatically assessing whether somet…

Getting the most out of your holiday emails

It can be difficult to cut through all of the email noise during the holidays, but there are certain tips all email marketers should follow to get the most out of their campaigns and to provide their subscribers with the messages they’re most interested in receiving.Practicing good email hygiene and customizing messaging based on your subscribers’ past purchase and engagement behavior are key components for all email campaigns. But during the holiday season, there is room for marketers to provide special rewards to their top recipients.Marketers should also pay close attention to engagement rates and make their unsubscribe option even more visible to make the most of their campaigns during some of the busiest months of the year.Reward your top recipientsA brand’s entire subscriber base should always be a top priority, but reward those who engage with your emails the most during the holidays with an extra deal or personalized message.Because these subscribers are often engaging with yo…

Generating leads from content: Placing calls to action

Last month, I showed you how to turn a content page into a lead-generating landing page. After reading it, you should know what the following terms mean:SidecarShowing the GunsPage FlairPeacockingZuckerbaitHeroingLead MagnetsToday we’re going to talk about where you should place powerful calls to action on a page. We’ll introduce you to the “Top Hat,” “Dripping Pan,” “Compass,” “Inliner,” “Coffee Break,” “Wheelie Popper” and more.The job of a content landing pageTo review, your content landing page has the same two jobs as a typical landing page:Keep the promise made in the ad, email, social post or link.Get the visitor to take action.For a content page, the promise is typically “read this article” or “find out more about this topic.” A content landing page keeps the promise by providing the content. That’s the easy part.Getting visitors to take action is the next step, and it’s quite a bit more difficult. There are two main strategies:Strategy 1: Get the visitor to take action on the…

[Podcast] Marketing Land Live #36: The Path to CMO with Deloitte’s Diana O’Brien

Did you know that Deloitte, the accounting and professional services giant that’s been around for 171 years, never had a Chief Marketing Officer until last year? It’s true! And in this week’s episode of Marketing Land Live, we’re excited to introduce you to that CMO, Diana O’Brien. O’Brien started with Deloitte in 1985 and became CMO in March 2015, and this week she tells the story of her 30-year journey to Chief Marketing Officer.This is the first in an occasional podcast series that we’re calling “The Path to CMO.” Marketing Land’s Amy Gesenhues will talk to top marketing executives from some of the biggest companies in the world about how they got started in marketing and how they made it to the C-suite.This episode runs 41 minutes and you can listen below, or use the link below to subscribe via your favorite podcast service.We invite you to subscribe via iTunes or Google Play Podcasts. Thanks for listening! We’ll be back next week with another episode of Marketing Land Live.

via Ma…

The truth about channel marketing: everything you have been told is wrong

There is no more powerful concept in go-to-market strategy than the channel.The idea of hundreds or thousands of independent partners passionately selling your products is a wildly attractive concept. But longstanding challenges with messaging, funds utilization and performance management have complicated this lucrative way to get your products in the hands of potential customers:It takes a lot of time and money to execute channel marketing programs.About 50 percent of the money brands give to partners for marketing will go unused.Partners don’t know how to execute high-ROI digital campaigns.But these are all challenges based on a 20th-century view of technology. The cloud, dynamic ad templates, intelligent funds management and centralized analytics are literally hacking the channel marketing model and making it better: more affordable, more efficient, more transparent and more effective.In this article, we explore the common misconceptions many brand marketers have about getting thei…

5 Key Takeaways from Amazon’s AWS re:Invent Conference

Amazon Web Services, at their re:Invent developer conference, introduced a slew of advanced and computing platforms to enrich their cloud offerings. Along with the upgraded workstations and networking technologies for large-scale enterprises, Amazon also unveiled what can be considered, their biggest AI push in the recent years for third-party devs. Hence, here are top five highlights you should know about.RekognitionThe first service announced under Amazon’s AI umbrella, is an image and object recognition technology. It is, essentially, what other conglomerates such as Microsoft and Google have been already doing for years. Titled “Rekognition”, it utilizes deep machine learning algorithms for analyzing content and return results accordingly. Developers can also use it for facial recognition and Amazon says their platform is powerful enough to differentiate between various dog breeds. Furthermore, customers will have to pay only for the images they process, hence, there will be no co…

Why Continuing the Free Offer is More Harmful than Useful for Reliance Jio

Reliance Jio officially launched its free welcome offer for public on September 5th this year, and it’s almost three months since the launch. In these three months, Jio has raked in as many as 50 million subscribers. The company’s initial plan was to offer free services till December 31st and then start charging subscribers from January 1st onwards. However, Jio has also set itself an ambitious target of 100 million subscribers and it will extend its free offer beyond December, all the way to March in order to hit that target.Scale is important in the telecom industry, there’s no doubt about that. The larger the number of subscribers you have, easier it is to spread the costs of running the network. However, it’s also important to note that inorganic growth hardly ever helps in the long run especially in low margin markets such as India where customers are finicky and jump ship everytime they find a better offer elsewhere.Jio’s infatuation with having a large subscriber base is unders…

Reliance Aims to Bolster Retail Payments Through Jio Money Merchants Solutions

Along with the extension of Jio’s complimentary offers up to 31st March 2017, Reliance’s chairman, Mukesh Ambani also unveiled a new digital payment app titled “Jio Money Merchants Solution”. Ambani primarily aims to empower the small businesses across the country in remote areas through this app which will essentially, allow them to accept and process payments.The new app will be available starting from December 5th and will act as a catalyst in augmenting the cashless future India’s prime minister is envisioning, according to Mr. Ambani. Additionally, for converting physical currencies to digital, Jio will be setting up Millions of touchpoints, where Aadhaar based micro ATMs will be deployed. For other purposes such as bill payments and recharges, Jio Money will be available as well.Furthermore, Jio has already rolled out over 200,000 eKYC enabled stores, which is actually more than the number of ATMs in India and RIL plans to reach 400,000 by March 2017. These will be also equipped…

Reliance Jio Extends Free Data and Calls till March 2017 with Jio Happy New Year Offer

Reliance Jio, the high-flying telecom operator in India, is all set to extend the free 4G LTE data and other services to all its customers until March 31 2017. Commenting on the occasion of reaching 50 Million subscribers across India, the company chairman, Mr. Mukesh Ambani announced the new Jio Happy New Year Offer (JNO) which will be effective from 4th Dec 2016.Jio Happy New Year OfferUnder the new Jio Happy New Year Offer, all the new and existing Jio subscribers will be entitled to special benefits which shall comprise of Jio’s Data, Voice, Video and the full bouquet of Jio applications and content, absolutely free, up to 31 March 2017. The benefits will be available to all subscribers signing up for Jio services up to 3 March 2017.The existing Jio Welcome Offer (“JWO’) users will continue to enjoy the unlimited benefits under JWO up to 31 December 2016, following which they would be automatically signed-up for the JNO as well.Under the Jio New Year Offer, high-speed 4G LTE data …