Skip to main content

Posts

Showing posts from April, 2017
Instapage

Marketing Day: Facebook rights manager, pixel upgrades & earnings reports

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:Report: Google Assistant beats rivals for questions answered and accuracy
Apr 28, 2017 by Greg Sterling Cortana was second for questions answered, Alexa second-best for accuracy.How to Create the Ultimate Marketing Plan
Apr 28, 2017 by Digital Marketing Depot Four out of five B2B buyers start their journey with a web search. Nearly three quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates with target audiences? Compelling content, […]Brandwatch, Crimson Hexagon join Twitter’s channel partner program
Apr 28, 2017 by Barry Levine With Sprinklr, Sprout Social and Conversocial, these social analytics firms will have early access to Twitter data and product development.IBM enlists Watson to define custom…

Social Traffic vs. Search Traffic: Which Is Better For Bloggers?

At ShoutMeLoud, we always look to answer the big questions. One question that has been plaguing me for a long time is:What is the right marketing channel for my blog?Is social the right way? Or is it search? Where should most of my marketing efforts go?As I researched the best marketing channels, I realized that “blogs” are different businesses that have different clients. Some blogs are technical and specific, and others are generic and informational. There is no one single solution for all blogs.Is It Better To Get Social Traffic Or Search Traffic?In this article, I will give examples of different kinds of blogs and the channels that are most effective for them. And a little later in the article, I’ll explore why certain channels work well for some, but not for others.Let’s begin…Backlinko – SEO BlogBacklinko is the popular SEO blog on the internet. Brian Dean (the owner of Backlinko) doesn’t even write that many articles. He focuses on a few pieces, but he pushes that content consi…

Report: Google Assistant beats rivals for questions answered and accuracy

Alexander Supertramp / Shutterstock.com In January, Stone Temple Consulting released a virtual assistant consumer survey showing the majority of respondents wanted the assistants to provide “answers” rather than conventional search results. Today, the firm published a follow-up study that measured the relative accuracy of the four major assistants.It compared results of “5,000 different questions about everyday factual knowledge” on Google Home, Alexa, Siri and Cortana, using traditional Google search results as a baseline for accuracy. The following table shows the study’s top-line results.As one might have anticipated, the Google Assistant answered more questions and was correct more often than its rivals. Cortana came in second, followed by Siri and Alexa. Of the questions it could answer, Amazon’s Alexa was the second most accurate assistant. Siri had the highest percentage of wrong answers of the four competitors. (Apple is reportedly “finalizing” its Amazon Echo competitor.)[Read…

How to Create the Ultimate Marketing Plan

Four out of five B2B buyers start their journey with a web search. Nearly three quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates with target audiences?Compelling content, martech solutions that support your strategies, reporting plans that establish and track funnel metrics and KPIs – are all critical to marketing success. But it’s more important than ever to understand how customers make purchase decisions before you can put the right plan in action.Join our B2B marketing experts as they explain how you can develop a great marketing plan that builds your brand, drives demand, and improves the customer experience.Register today for “How to Create the Ultimate Marketing Plan” produced by Digital Marketing Depot and sponsored by Act-On Software.

via Marketing Land

Brandwatch, Crimson Hexagon join Twitter’s Official Partner program

Twitter announced Wednesday two more participants in its new channel partner program, Brandwatch and Crimson Hexagon.This brings to five the number of channel partners. Sprinklr, Sprout Social and Conversocial were announced earlier this year, and Twitter said at the time:We are investing in deeper partnerships with a few select solution providers (including Sprinklr, Sprout Social, and Conversocial) to help brands realize greater value from our data and platform. As an example, our new Sprinklr channel partnership is focused on driving marketing innovation for large enterprises. This partnership [with Spinklr] is a multi-year deal, totaling more than $90 million, with collaboration in product development, sales, and marketing.[Read the full article on MarTech Today.]

via Marketing Land

IBM enlists Watson to define customer segments and insights

IBM is now using Watson’s brain to predict customer behavior.The tech giant has released Watson Marketing Insights, which collects and analyzes data about identified users, generates targeted segments that can be exported to marketing tools and displays cognitive insights in natural language.Project Manager David Pugh told me that this Watson product is “forming hypotheses at scale,” based on how users with certain attributes have responded in the past. The attributes come from email, website interactions, social media posts, in-store purchases and customer relationship management (CRM) systems.Watson might predict, for instance, that users who do not open emails from campaigns may be more at risk of leaving the brand than those who regularly return the brand’s products.[Read the full article on MarTech Today.]

via Marketing Land

How well do you know Search Engine Watch? The SEW Friday quiz

How well do you know Search Engine Watch?Following the success of our previous Easter trivia quiz, we decided to mix it up again this Friday with another quiz – this time testing how well you’ve been paying attention to the content we’ve been publishing on Search Engine Watch this week.All of our questions (bar one, for fun!) are drawn from the past week’s worth of content, including last week’s search news roundup. So brush up and give it your best shot!

via Search Engine Watch

Someone reposted your Page’s Facebook video? You can now take some of their ad $

Publishers, Page owners and video creators can now make some money when their copyrighted videos are reposted by other Facebook users.That’s one of several new options for video creators/owners that Facebook outlined this week. Users of the Rights Manager tool are getting an expanded set of choices for handling copyright violations. Facebook now offers four actions, including the opportunity to dip into the pockets of the offending user and claim some of the ad revenue generated by the offending video:Claim ad earnings: Allows rights owners to claim a share of the money generated if an Ad Break runs in a piece of content that matches the rights owner’s reference file. We’re still early days with testing Ad Break, but this option may be something rights owners want to use in the future.In addition to that, video owners have three other options: block the offending video from being visible on Facebook; keep it viewable but monitor the video metrics and choose a different response later;…

How to secure buy-in for your content marketing program expansion

While you understand the importance of content marketing and the potential it has to drive business, do those above you? If you’re struggling to secure buy-in from your management or executive team to expand your content marketing program, here are a few tips that can help.Understand their positionMost executives are responsible for a budget and, in turn, proving ROI on the expenditures they approve. To secure buy-in for your content marketing program expansion, you need to make it easy for them to see the return they’re getting.If you want to expand what you’re doing today and need extra help, new tools or a bigger budget, you must make the case but explain it in terms that matter to the executive team. Can you tie your efforts to the bottom line somehow? That’s probably what matters most to them.Many higher-ups aren’t as familiar with the day-to-day work involved in running a successful content marketing program. They don’t have the time to be in the weeds with the details. They are…

Are you grateful for digital? Part 2: Q&A

In my most recent column, I challenged you to ask if you were grateful for digital. I argued that while marketers claim to be customer-centric, our campaigns rely more on our need to meet sales goals than any objective of the customers.Well, it got me thinking, do others have similar feelings? Are they grateful for digital? I asked Lynn Wunderman, Director at Pebble Post (my employer), how she feels. Wunderman is a seasoned marketing professional with over 30 years’ experience in direct marketing, database marketing, communications, consulting and general management. Turns out, she has some strong opinions herself, and she shared her insights below:Q: Are you grateful for digital?From a data perspective, I find it’s a mixed blessing, and as you touched on in your column, many of my colleagues feel the same way. I am grateful, because all the data we have access to today gives us the potential to make digital marketing really timely and relevant. However, I’m not grateful because there…

Amazon beats expectations in Q1 2017 with 23% jump in revenue

Amazon crushed expectations with its Q1 2017 earnings report Thursday.The company reported net sales revenue of $35.7 billion, a 23 percent spike from Q1 2016’s revenue of $29.1 billion. That’s just slightly above what analysts expected. The bigger surprise was earnings per share (EPS) of $1.48, way above the $1.13 that analysts had predicted. Amazon’s EPS a year ago were $1.07.In Amazon’s earnings announcement, CEO Jeff Bezos specifically called out the success of his company’s recent investments in the Indian e-commerce market:“Our India team is moving fast and delivering for customers and sellers. The team has increased Prime selection by 75% since launching the program nine months ago, increased fulfillment capacity for sellers by 26% already this year, announced 18 Indian Original TV series, and just last week introduced a Fire TV Stick optimized for Indian customers with integrated voice search in English and Hindi,” said Jeff Bezos, Amazon founder and CEO. “We’re grateful that …

Microsoft reports $23.5 billion in revenue but misses Wall Street expectations

Microsoft announced quarterly earnings Thursday afternoon, with earnings that beat expectations, while revenues just missed Wall Street consensus estimates.The company reported $23.5 billion in revenue and earnings of $0.73 per share. Financial analysts had expected $23.6 billion in revenue and earnings of $0.70. Shares were down roughly 1.5 percent in after-hours trading.Here are the company’s three business segments and their respective revenues:Productivity & Business Processes — $7.96 billion (up, driven by LinkedIn and Office 365)Intelligent Cloud — $6.76 billion (up)More Personal Computing — $8.84 billion (down)LinkedIn contributed $975 million in revenue to Productivity & Business Processes.More Personal Computing was the source of the revenues miss and was down 7 percent overall. In particular, Surface revenue was off a surprising 26 percent. However, Windows OEM revenue grew 5 percent. Search ad revenue was up 8 percent. More detail, including the earnings slides, ava…

Facebook pixels get upgrade to track actions & page data

The engine behind Facebook’s tracking and targeting just got an upgrade. The Facebook pixel helps track conversions, optimize ad spends and retarget users. An upgrade to the pixel was just rolled out that will now capture more information, including actions and page structure and data.The biggest area that marketers should pay attention to is the ability to track actions based on site use. These actions include clicks like an “add to cart,” “click to call” or “purchase.” This should help advertisers gather more data on their site without having to implement custom events. The page metadata that will now be passed along includes Opengraph or Schema.org data included on the page.According to the Facebook for Developers page, you can also turn off this new upgrade by implementing the following instructions:If you’d like to configure the Facebook Pixel to not send this additional information, you can add the line fbq(‘set’, ‘autoConfig’, ‘false’, ‘FB_PIXEL_ID’) above the init call in the …

Alphabet reports $24.75 billion in Q1 revenues, beating expectations

Google parent Alphabet Inc. announced revenues of $24.75 billion for the first quarter of this year, a 22 percent increase year over year. That’s above analyst expectations, and the stock is up in after-hours trading.Ad revenues were $21.4 billion, a 19 percent increase over Q1 2015. Google site revenues were $17.4 billion (up 21 percent), and network revenues were $4 billion (up 9 percent).Paid clicks were up on Google sites and network properties, 53 percent and 10 percent respectively. The trend of lower YoY CPCs continued, with Google site CPCs down 21 percent and network CPCs off 17 percent.Alphabet made some changes to the way it reports paid clicks and CPCs this quarter: “In the first quarter of 2017, we refined our methodology for paid clicks and cost-per-click to include additional categories of TrueView engagement ads and exclude non-engagement based trial ad formats. This change resulted in a modest increase in paid clicks and a modest decrease in cost-per-click.”The follow…

SMB trust survey: Amazon No. 1, Google No. 3, Facebook No. 20

Small business (SMB) networking site Alignable has released its latest quarterly SMB Trust Index. The rankings come from net promoter scores (NPS) from 23,000 small businesses.There are 86 brands in the index. The company does not screen for verified customers as a prerequisite for rating the companies on the list.Each individual category has leaders and laggards. However, the following is the overall list of most trusted brands, based on the NPS survey data:Top 20 most trusted brands
AmazonWordPressGoogleAppleFedExAuthorize.NetStripeUPSPayPalLinkedInTwitterVistaprintSquare1&1MicrosoftDropboxMailChimpIntuit QuickBooksPinterestFacebookThere’s a fairly high degree of volatility in these ratings. For comparison, the following is the top 10 list from November of last year:AmazonWordPressAuthorize.NetGoogleMailChimpFedExInstagramSquareTwitterLinkedInOne of the more interesting observations of the report is that “less than half (44 percent) [of brands rated] earned positive brand sentime…

Audiences: It’s not just ‘who’ — it’s ‘where’ and ‘when’

Direct response marketers think that brand marketers have it easy (not really), because most brand marketing plans are centered around discussions of audience demographics, psychographics, personas, or even household-based consumer lifestyle segmentations. These elements — all of which focus on the “who” — combine and become a primary focus of the media plan, and then ad placement is layered onto that; they’re also heavily relied on when drafting the creative briefs for online and offline ads, and they often shape the landing page user experience.But in today’s dynamic — and often highly confusing — media environment, “who” needs to be considered in terms broader than its classic demographic, psychographic or persona-based definitions permit. “Who” can (and should) include time and place — both geographically and contextually (what a given individual is doing) and should also be considered in terms of adjacency (“who else” is vying for the audience’s attention at the time they consume…

Marketing Day: iSpot analytics, Oracle chatbots & Quora ads

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:The modern marketer’s guide to machine learning algorithms
Apr 27, 2017 by Sean Zinsmeister These days, every business is in the data business, and columnist Sean Zinsmeister explains that to make better decisions, leaders need to use machine learning and analytics to find actionable patterns in the data.Simple tips to get your app indexed, ranked & installed
Apr 27, 2017 by John Lincoln Got an app you’d like to promote? Columnist John Lincoln provides some basic tips for helping your app to appear in Google’s “app pack” search results.What is the value of a ‘Like?’
Apr 27, 2017 by Brad O’Brien Brands welcome social Likes, but what is their true worth? Columnist Brad O’Brien dives into the impact of a Like on a company’s bottom line and how to incorporate it into your marketing strategy.Oracle adds chatbots, smarter recommendation engine t…

The modern marketer’s guide to machine learning algorithms

Most marketing (and sales) teams have seemingly simple goals: identify your best customers, target prospects who look like them, facilitate a positive buying experience, and bring these prospects into your customer community.The challenge with this is that companies are faced with an onslaught of data, making it impossible to economically throw humans at each of the aforementioned objectives. Much business learning and many routine tasks can be done faster and better with automation and AI. People simply will never be able to sift through all that data at the same rate as machines, and certainly not with the precision that well-designed algorithms can bring to the table.These days, every business is in the data business, and in order to make better decisions, leaders need machine learning and analytics to find actionable patterns in the data. But first, it’s important to clearly define the problem you’re trying to solve. For example, if your company struggles with customer churn issue…

Simple tips to get your app indexed, ranked & installed

Do you have an app that you’d like to rank in mobile search engine results? If so, you’re going to need to make room in your SEO strategy for app optimization.For apps, there are distinct ranking factors. Although they are similar to ranking factors for a standard web page, there are differences that you need to know about.Here’s how you can optimize your app to get the best possible rank.Yes, you need to optimizeAccording to a recent Google report, 27 percent of users find apps through a search engine. That’s up from 2 percent to 3 percent in 2014.That trend will likely continue. Why? Because Google is emphasizing app downloads from search results while brushing aside Google Play as a search engine. Google has also become better at ranking apps, a trend we can expect to continue.Even though 40 percent of people still find apps by searching in an app store as of now, it’s still a great idea to plan for the future and optimize your app so people can find it with a search engine.[Read t…

What is the value of a ‘Like?’

I remember the days when you could only run Page Like campaigns within Facebook advertising. Brands and advertisers poured tens, often hundreds, of thousands of dollars collecting Likes, and Facebook had us convinced there was value in doing so. Today, there are various advertising opportunities and objectives, but Likes are still widely considered an indicator of brand loyalty and growth opportunity.The question remains, however: What is the value of these Likes? This is the million-dollar question, and it’s one that few marketers dare to dive into. We’ve been accustomed to avoiding it, only going so far as to concede that “there’s gotta be some value there.”In my opinion, there is value in a Like, but maybe not in the way you might think. Without further ado, let’s dive in.Correlation vs. causationIt can certainly be stated that there is relationship between a follower Liking a brand on a social platform and that follower spending more on the brand than non-followers. But is that re…

Oracle adds chatbots, smarter recommendation engine to its Clouds

This week, Oracle is livening up its Clouds with chatbots and other kinds of intelligent apps.First, it is bringing chatbot creation, management and hosting for the first time to its Customer Experience Cloud Suite.The Suite is the uber-brand for the constituent Clouds of Marketing, Sales, Commerce, Configure/Price/Quote, Service and Social. (Plus Oracle has announced a new Content and Experience Cloud, which centralizes the tools for content production, management and delivery.)The chatbot introduction means that marketers now have Oracle tools for specifying responses in an Oracle-connected chatbot conversation on Facebook Messenger or Amazon Alexa.An on-board conversational engine will help determine the human’s intent and context, or it will automatically hand off to a live agent if the back-and-forth becomes too complex. Chatbots include specialized ones for customer self-service and assistance with such sales tasks as account search.Second, Oracle is introducing something called…

Why B2B needs artificial intelligence

Artificial intelligence (AI) is more than a stylish trend. It goes beyond rules, providing the ability to understand content or language, find patterns that can be applied to the future, digest all kinds of information and make reasoned decisions.One by one, B2B vendors are rolling out their AI chops — targeting platform Demandbase, CRM and marketing platform Salesforce, account engagement platform YesPath, conversational platform Conversica, and B2B predictive marketer CaliberMind, among a growing list of others.To get some insight into what this means for businesses selling to businesses, we talked with Raviv Turner, CEO and co-founder of CaliberMind. (Turner will be co-presenting “A Scientific Look at B2B Buying in the Age of AI” at our MarTech Conference next month in San Francisco.)At the top level, he said, AI helps to solve key challenges that are particular to B2B.First of all, selling to a business is complicated.[Read the full article on MarTech Today.]

via Marketing Land

Facebook Marketplace update: 8% more spend is being pushed to Audience Network

Facebook has made no secret of its aggressive plans for broadening the market for its Audience Network. In a bid to attract publishers, the company officially adopted header bidding in March, and it has tweaked some of its stances on transparency to better court brand-oriented advertising dollars.But for many direct response advertisers, Audience Network is already a major piece of their advertising strategy — a development that stands to continue. In the latest quarterly Facebook benchmark report (registration required) I drafted for Nanigans, my employer, it’s clear Facebook is also increasing the amount of ad spend going to off-Facebook sources.This expansion has impacted long-term Facebook ad pricing trends, helping flatten cost increases thanks to increased supply, and it has created additional opportunities for direct response advertisers to gain particular advantages.The statsExamining an identical set of advertisers that chose to activate Audience Network over both Q4 2016 and…

What will the future of Google search results pages look like?

Recently, we took a nostalgic, infographic-based look back at the history of Google search results pages.In the past 20 years, Google has gone from a university project called Backrub to a global powerhouse that continues to shape how we search for, and discover, new information.And yet, these are still early days for Google. In fact, the rate of change is only increasing, with driverless cars and augmented reality on the horizon.Some of Google’s core business focuses, like hyperlocal targeting and personalization, remain largely untapped opportunities and, with heightening competition from Apple, Amazon, and Facebook, the pace of progress will continue to accelerate.In 2017 alone, for example, we are about to see an ad-blocker built into Chrome, a mobile-first index, and the increased uptake of voice search.Google defines itself as “machine-learning first” in its approach, so we are entering an era of unprecedented – and mildly unpredictable – possibilities. If Google can integrate i…

With new funding & a growing userbase, Quora makes its pitch to advertisers

Quora, the Q&A platform that’s been around since 2009, has quietly grown into a business now valued at nearly $1.8 billion. In the past week, the company announced an injection of $85 million in funding and said monthly active users grew from 100 million to 195 million in the past year. It’s also prepped to put a lot more investment into its fledgling ad business that’s still in beta.As far as scale and reach go, the major ad-supported platforms — Google, Facebook, Instagram, Twitter, Pinterest and LinkedIn — are significantly bigger than Quora is now. But its slow and steady, under-the-radar approach may be starting to pay off. Quora says it has seen growing advertiser interest despite almost no marketing for the ads beta that launched in April 2016.People go to Quora to ask questions, or to search questions others have already asked, and get answers from subject-matter experts. Businesses have been engaging organically on Quora for years, answering questions related to their pro…

Facebook begins retargeting potential travelers with ads featuring flight info

tanuha2001 / Shutterstock.com Here’s why, after the next time you check flights online, an ad flagging a seat on a specific flight might land in your Facebook or Instagram feed.Facebook has begun retargeting people looking to travel with airfare-promoting ads, the company announced on Thursday. Called Dynamic Ads for Travel for Flights, the program extends to airlines the same industry-specific retargeted ads that Facebook introduced for hotel marketers last year.After testing the flight-specific ads with Cathay Pacific and Delta, now all airline advertisers and online travel booking firms, like Kayak and Orbitz, can run Dynamic Ads for Travel for Flights globally across Facebook, Instagram and Facebook’s Audience Network ad network.The ads can be bought through Facebook’s advertising API or its Ads Manager and Power Editor self-serve ad-buying tools. Advertisers can pay based on the number of clicks or impressions their ads receive, with the option of using Facebook’s optimized CPM (o…