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Showing posts from June, 2017
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2017: The year in social marketing so far

The social marketing landscape shifts so quickly that a half-year review isn’t so much ridiculous as almost requisite, if only to keep track of what has changed already in 2017.When 2016 ended, Snapchat was a social darling, Facebook videos could be watched uninterrupted, and Instagram’s Stories product was smaller than Snapchat’s original. Then 2017 happened. More specifically, these things happened:Snap went publicSecrecy had always been part of Snapchat’s allure, but when the app’s parent company Snap filed to go public in February, it lost some of that mystique, in part because it appeared to be losing its war with Instagram. Soon after Instagram cloned Snapchat’s Stories feature, Snapchat’s audience growth slowed. By April 2017, more people were checking out Instagram Stories daily than opening Snapchat. Those stats alone would have made for a rough start to 2017. But in May, Snap said that its Q1 2017 revenue slid from the Q4 2016 mark because of seasonality, a trend that’s norm…

Facebook targets individual spammers with latest news feed tweak

Facebook is getting more tactical in its war against spammy links invading people’s news feeds. After pinpointing individual spammy links, it is now going after individual users who post the most spammy links.Facebook has noticed that “a tiny group of people on Facebook” regularly and publicly post a lot of links to spammy pages, like clickbait articles and fake news stories. Now it is going to reduce the reach of those individual’s posts in people’s news feeds, as well as the links they share more frequently than the average person, the company announced on Friday.Facebook’s move will only apply to the links to individual articles shared by these targeted accounts and will not affect entire domains, Pages, videos, photos, check-ins or status updates posted by those accounts, according to a Facebook blog post announcing the news.“Most publishers won’t see any significant changes to their distribution in News Feed,” according to Facebook’s blog post.The publishers that would be affecte…

No longer brick-and-mortar vs. online retail: Customers view a ‘single lens’

While people relish the convenience and vast inventory available via online shopping, today’s shoppers are still drawn to physical store locations to tangibly touch items, make purchases and process returns or exchanges. Rather than pitting the two channels against each other, retailers can secure a much larger wallet share by giving consumers the best of both worlds through the adoption and use of new technologies.By offering complementary benefits, as well as engaging customers via mobile, both in-store and online retailer channels can strengthen overall customer engagement and brand affinity. And the best news for retailers taking an integrated approach: higher revenues and profitability.Major retailer players from both sides of the aisle are pushing hard to expand their presence both online and in-store. Just this month, Amazon made a major move in spreading its physical presence with the purchase of Whole Foods, thereby seeking to reinvent the retail customer experience with its …

How Life is Good built a content-first app with an 89% retention rate

For more than 20 years, lifestyle brand Life is Good has been guided by one central mission: spreading the power of optimism. With “Jake” as the iconic mascot and a name that doubles as a slogan for the company’s values, the brand has worked hard on building a community that celebrates overcoming obstacles and coming together.When Lauren Sorenson, head of community and content at Life is Good, started building out a digital strategy, she focused on content that created engagement and excitement around that mission. With inspirational messages and images, the brand engaged audiences across different social channels. Today, Life is Good has 2.7 million Facebook fans and 300,000 followers on Twitter.So it only made sense that when Life is Good began developing an app last year, the company would take the same approach. But this time, the brand wanted to give their customers more power than ever.Building a content-first brand“The idea of our app is to spread optimism,” Sorenson told me in…

Snaps launches a Marketing Cloud for chatbots, messaging and emojis

Last week, Sprout Social announced a do-it-yourself bot creation platform for Twitter.This week, Snaps has released its self-service Conversational Marketing Cloud, which lets marketers create chatbots, emoji keyboards and custom iMessages.The platform has been in beta testing with selected brands — including Nordstrom, Nike Jordan and Marriott Rewards — for the last year by the New York City-based Snaps (not to be confused with Snap, parent company of Snapchat). Here’s a screen for the creation of automated iMessage responses from the Sephora brand:[Read the full article on MarTech Today.]

via Marketing Land

The ultimate law of mobile site design: Entertain users and drive conversion

Most consumers rely on their smartphones to make purchases and gain knowledge. In 2017, any business that lacks a mobile presence runs a serious risk of falling behind.But it’s not just about having a site – it needs to provide a good experience. According to Google, 29% of smartphone users will immediately switch to another site if it doesn’t satisfy their needs.Mobile users are goal-oriented, and they expect to find what they need from a responsive mobile instantly and easily. So punch up your conversion rates by designing your mobile site with the user’s intent and needs in focus.1. Homepage and navigationA homepage can serve as a promotional space and welcome page, but should provide users with the content they are searching for. A conversion focused homepage should tick off the following elements: concise CTAs, homepage shortcuts, minimal selling or promotions.Navigating on a smaller screen, it is easy for users to miss key elements on your homepage. Therefore it is advisable to …

How I Opened A Bank Account In The USA From India: Stripe Atlas Experience

Do you want to have a bank account in the U.S.A? Do you know if you are earning money in US dollars, having a U.S. bank account may help you save huge money.Furthermore, if you incorporate a company in the U.S. (anybody in the world can do this without physically being in the U.S.), you will remove the biggest headaches of restrictions imposed by many online services that exist in developing countries.You might not know any of this, so let me first give you a little background of what I’m talking about. After that, what you are about to learn might change the way you do business online.Having a registered company helps you do more global business. If you are someone who lives in a developing country, you are probably aware of certain restrictions and limited opportunities when doing business online.If your company is registered in a developed country (like the U.S., Singapore, or Japan), you will be able to engage in business activities with anyone around the world, and a lot of the r…

LISTEN: Danny Sullivan reflects on 21 years covering the search industry

There aren’t many people who can claim to have created an industry, but Danny Sullivan is one of them. When he first published “The Webmaster’s Guide to Search Engines” in 1996, he attracted an audience of online marketing pioneers who wanted to understand how search engines of the day — think Yahoo, AltaVista, Lycos and the like — ranked online content. Soon after, he launched Search Engine Watch and started hosting search marketing conferences. And in 2006, he co-founded Third Door Media — the company behind Marketing Land, its older sibling Search Engine Land, and its younger sibling, MarTech Today.As journalists, we don’t like to consider ourselves “the news,” but when Danny announced earlier this week that he’d be stepping away from daily duties as our Chief Content Officer and taking an advisory role, it was industry news. Big news. And so we think it’s apropos to spend this week’s episode of Marketing Land Live chatting with Danny about his beginnings as a search industry repor…

Voice search and SEO: Why B2B marketers need to pay attention now

Voice search is commonly discussed in the context of local and B2C SEO, but it’s being used for more than just getting directions to nearby restaurants or hearing the next step in a recipe while cooking. Voice search is being adopted for a variety of purposes, and its influence on B2B decision-makers is growing as well.By looking at who’s using voice search, why they’re using it, and where they’re using it, it becomes very clear that the impact of voice search on B2B SEO is inevitable. Adoption of the technology is on the rise, so it’s time for brands to begin optimizing for voice search.Who’s using voice technology?As early as 2014, 55 percent of teens and 41 percent of adults were already using voice technology daily. Adults use it to dictate texts, illustrating a desire to avoid typing on small devices. Teens use it to get help with homework, demonstrating an early adoption of voice technology for organic search.And those statistics were gathered before the proliferation of voice-o…

Surviving and thriving at an SEO conference

I was recently asked about an issue many of us in the SEO industry face:“When you’re attending a conference where you’ll be meeting peers, clients and prospective clients, how do you avoid awkward silence?”This is obviously a good question in and of itself, but it got me thinking about a larger issue search professionals often face: how people can make the most of their meetups and time together.Having attended SEO conferences since 2006, I’ve learned some strategies to use before and during conferences to help maximize my time while I’m there. Some of these strategies apply to meeting with peers, others to clients and prospective clients, and some to both.  Whether you’re attending your first conference or just looking to improve your game, I hope you will find this advice useful.Be preparedThe initial question about how to avoid an awkward silence is what got me thinking of this topic, as it implies that the person posing the question wasn’t going into the conference prepared.Genera…

Calling all B2B sellers and marketers: Business as usual is holding you back

“If you always do what you’ve always done, you’ll always get what you’ve always got.” This is the statement I made to my wife while we were dating, when she had concerns about my history of commitment issues. Sounds self-evident, doesn’t it? But, seven years and two kids later, it’s clear that this time, I wanted something different.But when it comes to the collaboration between sales and marketing — which often is effectively nonexistent — it’s amazing how many organizations persist in tired practices, tallying wins, without realizing their peril. They are running in place, at best, and they are stuck, while the world is constantly changing. This results in missed revenue opportunities.Applying this logic to B2B marketing, it’s too easy to stay in the comfort zone and keep doing what you’ve always been doing, until you’re out of a job. Even if the team has done a great job of collectively identifying its prospect and client universe and established an ABM (account-based marketing) st…

Force-feed your marketing funnel now

I love B2B marketing. I came for the diversity of challenges. And I’ve stayed for the continuous change. Throughout, I remain acutely aware of the balancing act that’s part and parcel of life in this job. We practice in the space between the scientists who create great products and the warriors who help sell them. We weigh strategic vision against tactical reality.Last month, I wrote about the potential unifying power of SiriusDecisions’ Demand Unit Waterfall as a strategic concept — bringing all the constituencies in this value chain together around a common understanding of the market and the activity occurring in it. This month, I’m diving deeper into one particular part of our reality: the area where field marketing and sales connect.I want to share what I think is the fastest, simplest way to add real value to our businesses right now — how marketers can find more of the real, active demand in their markets and funnel that more quickly to sales.Begin with a diet of humble pieTo b…

Marketing Day: Google’s VR ad concept, new Facebook metrics & Amazon’s Prime Day

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:As Amazon continues its rampant growth, will traditional retailers survive online?
Jun 29, 2017 by Amy Gesenhues
In Q1 2017, Amazon owned a 40.9% share of online sales dollars, while the No. 2 online retailer, Best Buy, didn’t even get 3%.TAG launches tool to help keep ads off apps that pirate content
Jun 29, 2017 by Ginny Marvin
Trade group members will be able to integrate the tool into their own systems to keep violating apps out of the ad supply chain.IAB Tech Lab issues final ads.txt specs to authenticate verified digital ad sellers
Jun 29, 2017 by Ginny Marvin
The initiative aims to give publishers and buyers a simple way to identify authorized sellers and help eliminate inventory fraud.Google shows off its VR advertising concept
Jun 29, 2017 by Ginny Marvin
With the VR ad format still very much in the experimental phase, Google is lookin…

As Amazon continues its rampant growth, will traditional retailers survive online?

Amazon CEO Jeff Bezos has a knack for keeping his e-commerce site front and center of today’s headlines. Last week, the company announced it was acquiring Whole Foods. Before that, there were rumors it was also looking to buy Slack. And now, with Prime Day just around the corner, industry experts are paying close attention as Amazon’s online revenue market share continues to grow.After owning a 38 percent share of online sales revenue during the 2016 holidays, Amazon topped its holiday success by growing its share of online sales to 40.9 percent during Q1 2017, according to Slice Intelligence, an e-commerce market research firm that tracks what consumers are buying online, the sites they are shopping and how online purchasing trends change over time.Of the top 10 online retail sites, Amazon took nearly half the market share. Meanwhile, the remaining top nine e-commerce sites, including Best Buy, Target, Walmart, Macy’s and Nordstrom, each owned less than a 3 percent share of online sa…

TAG launches tool to help keep ads off apps that pirate content

The Trustworthy Accountability Group, a trade organization aimed at keeping fraud and other criminal activity out of digital advertising, has launched a tool to track apps that distribute illegal pirated content, including TV shows, music and movies.The initiative provides a shared resource for TAG members — which include brands and publishers such as Disney, Warner Bros. and VertaMedia; agencies, including Publicis Groupe and Omnicom; sellers like Google and Facebook; and intermediaries like OpenX and The Trade Desk — to keep so-called pirate apps that violate intellectual property rights out of the advertising supply chain.There are already more than 8,000 apps listed in the resource.[Read the full article on MarTech Today.]

via Marketing Land

IAB Tech Lab issues final ads.txt specs to authenticate verified digital ad sellers

The IAB Tech Lab has released the final specifications of the initial version of ads.txt, a tool designed to keep counterfeit and unauthorized inventory out of the digital advertising supply chain. The industry group first introduced ads.txt in May with broad member support.Alanna Gombert, the IAB Tech Lab’s general manager, said in a blog post Tuesday that adoption of the protocol has been increasing rapidly: “The amount of interest and support from the digital advertising community has been immense and from all facets of the supply chain: advertisers, agencies, platforms, publishers, data companies, and more.”Ads.txt lets publishers post a file to their domains that acts as a public declaration of the sellers that are authorized to sell their inventory. Publishers can update the text file easily with data available in the OpenRTB protocol. With a crawler, programmatic buyers can scan the ads.txt files to build lists of authorized sellers and use that to filter out untrustworthy impr…

Google shows off its VR advertising concept

Google presented an early look Wednesday at how it’s starting to think about ads for virtual reality applications.A team working in Google’s Area 120 ideas incubator has come up with a concept for a native video ad format that users can engage with in mobile VR apps.The experimental format starts as a cube. Users can either tap it or stare at it for a few seconds to open a video player and watch an ad.Advr demo from Google. Developers Aayush Upadhyay and Neel Rao explain in the blog post that they are operating under the principles that VR ad formats should be easy to implement, native, customizable, useful and non-intrusive to users.Google’s not alone in working on ad experiences for VR. To highlight a few: Airpush’s VirtualSky network features 5-10 second, 360 degree ads that play when users launch VR content. Outlyer Technologies launched a platform for ads last year that enables advertisers to serve interactive content in standard IAB ad formats in any mobile browser. Another LA-ba…

How the iPhone spawned the evolution of mobile engagement

These days the word “revolutionary” is thrown around so frequently that it’s often meaningless. But when Apple’s Steve Jobs said the iPhone would be revolutionary back in 2007, it turns out he was right on target.When he introduced it, Jobs positioned the device as three revolutionary products in one: a phone, an iPod and an internet device. Top technology critics were skeptical, but consumers were quickly sold.Ten years, 10 models and 10 iOS updates later, the iPhone has evolved into one of the most powerful products on Earth. Not only has it completely transformed how we live our lives, but it has also forever changed the face of marketing and communications. Today, businesses rely on mobile engagement with their audiences, but that wasn’t always the case.The most game-changing modelsToday’s iPhone and the original device are two very different things. In 2007, there was no App Store, no third-party apps, and certainly no GPS (Global Positioning System) or video-recording capabiliti…

Considering a social media management platform? We compare 18 leading vendors

With hundreds or even thousands of social media accounts to manage and millions of social conversations to monitor, social media marketing has become increasingly complicated and time-consuming. Automating social media marketing with an ESMMS platform can improve efficiency, compliance, and productivity.Finding the right social media management software is a complicated process. How do you decide which one is right for your organization?MarTech Today’s “Enterprise Social Media Management Software: A Marketer’s Guide” provides a framework for deciding if you need and social media management software, details the capabilities of the leading platforms, and compares offerings from leading vendors.In this guide you will learn:Who the key players are in the marketWhat you should look for in a social media management software solutionHow recent social media and marketing trends are impacting this marketVisit Digital Marketing Depot to download “Enterprise Social Media Management Software: A …

7 things marketers need to know about Google’s Smart display campaigns, direct from Google

When it comes to digital marketing, efficiency is the name of the game. You’re busy, and there’s a never-ending task list filled with budgets, creatives and audiences. What if you could automate them in one easy workflow? You can increase your productivity, spend more time on strategy and finally plan that summer getaway to Italy.Two months ago, Google (my employer) launched Smart display campaigns to automate display campaigns and scale performance. Today, I wanted to answer some of the top questions we’ve heard from advertisers.1. Do I still need to bother with regular campaigns now that Smart display campaigns exist?It depends. Smart display campaigns can help save time and drive better performance by automating bidding, targeting and creatives. That means you don’t have to build extensive audience lists or create dozens of ads in different sizes and formats. Advertisers who use Smart display campaigns have seen an average 20 percent increase in conversions at the same CPA (cost pe…