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Showing posts from July, 2017
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How local businesses can turn the threat of on-demand deliveries to their own advantage

As a digital marketer, you have to stay on your toes. It sometimes feels like new market disruptions have become an annual rite of passage. What were once generational, seismic changes are now just the normal order of business.The latest development in a long line of digital commerce revolutions is the emergence of on-demand delivery. Like any disruptive change, on-demand apps have created a lot of anxiety for brands and their local stores. Is this technology a threat to localized businesses, or an opportunity to improve brand engagement and drive customer loyalty?Amazon leads another digital revolutionYou have Amazon to thank for the current fervor whipping up around on-demand delivery. While Uber Eats, Instacart and Soothe, among others, laid the foundation for this change, Amazon will likely be the company to catapult on-demand local services into the wider consumer consciousness. The e-commerce giant’s recently announced plan to acquire supermarket chain Whole Foods signals a radi…

Best Practices for Building an On-Demand Content Strategy

On August 17th, join us as Mark Bornstein, VP of Content Marketing at ON24, highlights the best practices for building an on-demand content strategy. He’ll explain how to build your on-demand content network, and increase the reach of your content to generate more leads and expand your sales pipeline. Attend this webinar and learn:how to make your content more “findable”.why you need to re-think “gated” content.keys to building an inbound content network.Register today for “Best Practices for Building an On-Demand Content Strategy,” produced by Digital Marketing Depot and sponsored by ON24.

via Marketing Land

How to optimize for user intent in search

User intent. Also known as searcher intent, it is a theory that unashamedly stands up to the more primitive pre-Penguin and Panda tactics of optimizing purely for keywords.User intent and optimizing for it has come into being via a combination of three key factors:Latent Semantic Indexing, Hummingbird, Rankbrain. All have fantastic and mysterious sounding names but all underpinned by the fact that Google’s algorithm is not exactly made up of high school algebra. Google is clever, real clever. The algorithm understands more than just the specific keywords that a user types into the search bar.As a result of the aforementioned ability, people trust Google. They may not trust them as a business that will pay their fair share of tax but they trust the search engine to understand their query and as such will ask more complex questions rather than utilising pure keywords. To ‘Google’ is a verb in the Oxford English Dictionary!The internet and Google (among other search engines) have made un…

How to Search Videos within a YouTube Channel on your Mobile Phone

YouTube, the second largest search engine after Google, offers extremely powerful search commands but there’s one important search functionality that YouTube is yet to include in its mobile app for both Android & iPhone.You cannot search for videos within a specific YouTube channel while using YouTube on a mobile phone or tablet. For instance, if you would like to search for Tesla videos that were uploaded on the MKBHD channel, you simply can’t do that from your mobile phone.This search-within-channel feature has been available for long on YouTube’s desktop website – see screenshot – but none of the YouTube apps have it yet. This is surprising considering the fact that more than half of video views on YouTube now come from mobile devices.That’s where our mini YouTube search engine can help. Sign-in with your YouTube account, enter a search query, select any YouTube channel that you are subscribed to and it will show a list of all matching videos within the selected channel.The app…

How to use the power of social media to better market your online store

When you own, run, or look after the marketing for an online store, there are plenty of strategies you can implement to generate interest, build a brand, increase conversions, boost referrals and encourage repeat business.In this day and age, though, when billions of people have at least some kind of online social media presence and use networking sites to research products and make buying decisions, it is imperative that your marketing efforts have a significant focus in the social space, too. Read on for some ways you should be using the power of social media to better market your e-commerce store today.Use social data analytics tools to target your marketing efforts more effectivelyWhen it comes to using social networking tools to build your e-commerce business, your best resources will be social data analytics programs. More sophisticated than ever, these tools will collect and analyze the data from the social media sites you use to help you ensure you’re targeting the right custo…

Are neural networks the next marketing creatives?

If you take comfort in knowing that we’re a long way away from the day when computer systems recognize a beautiful photo, you might want to sit down.A team from the Warwick Business School at the University of Warwick in England have trained a neural network to recognize beautiful landscapes. Researcher Chanuki Seresinhe told me this is the first time for such an accomplishment, which formed the basis for their academic paper, published by The Royal Society Open Science.This means that machine learning trained computer systems might — someday soon — help marketers and advertisers pick shots for ads, brochures or presentations. Already, IBM’s Watson has begun down that road, such as his recent job picking shots for a horror movie trailer.The research team utilized a site called Scenic or Not, which asked 1.5 million visitors to rate about 200,000 landscape photos of UK scenes on a scale of 1 to 10, with 1 representing the ugly side and 10 the beautiful. The team then trained an MIT-bas…

Yoast SEO Premium: How to Upgrade from Free Version to Pro

Yoast SEO is the best free SEO WordPress plugin out there.But they also have a paid version which has added features like:Redirect managerMultiple focus keywordsSocial previewInternal linkingFor redirects, I used a free redirection plugin.I usually don’t use the focus keyword option.I don’t typically need to see the full social preview.And for internal linking, I used the SEO Smart Links plugin, but I thought the plugin was getting old and needed to be replaced with something better.The Yoast internal linking feature available on the premium version shows posts that can be interlinked directly in the post editor section. This was enough reason for me to start using the pro version of Yoast.It’s not necessary for you to upgrade to Yoast SEO Premium. However, since I blog for a living and it’s always a good idea to lower down the number of plugins, I finally decided to upgrade to Yoast SEO Premium.In this tutorial, I will show you how to upgrade from the Yoast free version to Yoast Prem…

Report: Customer satisfaction with search drops, in social Google+ beats Facebook

Earlier this week the American Customer Satisfaction Index (ACSI) released its “e-business” report. The category includes search, social media and news and information sites. Social media held steady, while the search and online news sectors declined vs. last year.In the aggregate “search engines” dropped in customer satisfaction by 1.3 points. Microsoft properties (MSN, Bing) suffered the largest declines vs. 2016 of 4 and 3 points respectively. Google was off two points compared to last year.The best score Google has received, since measurement began in 2002, is 86 (out of 100). The first year ACSI measured Google satisfaction it received a score of 80.Social media as a category was stable; however there was movement among the individual players. Surprisingly, Google+ captured the highest satisfaction level of the group, with 81 points. The report attributes this to its redesign and the addition of new features.Pinterest gained two points to capture the second highest score (78). Tw…

How To Embed YouTube Videos In WordPress (It’s easier than you think)

Do you know that the number of people who consume video content has increased significantly in the past 2 years? This is largely due to increased smartphone usage and improved internet speeds.However, even though it’s easier than ever to embed videos from sites like YouTube and Vimeo, many newbie bloggers are not aware of how to do it.In this tutorial, I will show you how to embed YouTube videos in your WordPress articles.But before we get into that, let’s understand why you should embed videos into your blog posts.Blog posts with videos will:Give readers a better understanding of the topic.Allow readers to spend more time on your site.Make your articles more multimedia rich (and more optimized for SEO).And if it’s your own YouTube video, you will:Get more views, shares, and subscribers.Earn more money with AdSense for YouTube.There are many more advantages, but knowing about these is a good place to start. Whenever I work with a new author or am consulting a company on WordPress, one…

How to Search Google Drive Like a Pro!

You have lots of files in your Google Drive and it can take some effort to find that elusive file you’ve been looking for. For instance, how do you quickly find the sales presentation that James shared with you last week? Or how do you locate a specific resume among the hundreds of other PDF files in your Google Drive folders?Like Gmail and Twitter, Google Drive supports a plethora of advanced search operators that will help you quickly find the exact file you’ve been looking for. You can use search operators on the Google Drive website and the Drive mobile apps. Chrome users can type drive.google.com in the search bar, press tab and enter the search query.How Search Works in Google DriveGoogle Drive, by default, will return files where the search query matches the file’s title, the content or the file’s description. It can also identify objects inside photos so a search for “birthday” may retrieve images of cakes in your Drive.Drive will also perform a OCR and search for text inside …

Martech and ad tech: Challenges and opportunities

The industry is abuzz with discussion about the unification of ad tech data with data from other marketing technologies.For some, a potential merger means finding ways to use data from martech to power ad tech. Others see massive differences between the two types of technologies and predict synergy by way of hybrid solutions that combine elements of each within a single piece of software.Private equity and venture capitalist database Pitchbook is now tracking solutions like this as a standalone industry segment, one in which US VCs invested $290 million last year.[Editor’s note: On MarTech Today, we see ad tech as a subset of martech, as advertising is a part of a brand’s overall marketing activities. For the purposes of this column, the author’s references to “martech” should be understood to refer to non-ad tech martech.]In this column, we’ll have a look at the relationship between martech and ad tech and look at some of the synergies between the two, identifying the greatest opport…

Marketing Day: Twitter subscription ads, Adobe Target update & Segment tools

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:LEGO logic rocks marketing automation
Jul 28, 2017 by Mary Wallace Overwhelmed by the big picture when tackling marketing automation? Contributor Mary Wallace explains how a popular toy has inspired a useful way of thinking about and deploying campaigns.How to tell whether a site is adaptive or responsive
Jul 28, 2017 by Bryson Meunier Sometimes, it can be tricky to determine which mobile configuration a site is using. Thankfully, columnist Bryson Meunier shares several methods for discerning responsive and adaptive sites.Protecting your brand’s ads on Facebook — because there IS such a thing as bad publicity
Jul 28, 2017 by Laura Collins Concerned about where your Facebook ads are appearing? Columnist Laura Collins discusses the issues surrounding brand safety on Facebook, along with some tips for organizations looking to protect themselves.Th…

LEGO logic rocks marketing automation

I love watching my son master a LEGO set. Logic is the key ingredient in putting a set together, especially the super complex models that require many hours to assemble.The LEGO company is smart. For the complex sets, the company breaks the whole into units, which are packaged to be built separately. The assembled sections are then added together to create the overall object.The unit approach makes it much less overwhelming, while also making it easier to find the right pieces. It also helps kids realize success as each section is completed.An added bonus is that the sections become a pathway to producing something different and creative. Many times my son has reused those units by putting together modules from a variety of sets to create something different and original, thereby expanding his enjoyment of the toy.Marketing automation has a lot in common with building LEGOs. Complex marketing automation campaigns designed and built unit by unit are easier and more effective than an en…

How to tell whether a site is adaptive or responsive

As most SEOs are aware by now, there are three main techniques for serving mobile website content: responsive design, adaptive design (also called dynamic serving), and separate mobile URLs.While it’s easy to identify separate mobile URLs just by looking at your browser’s address bar, telling responsive and adaptive sites apart can take a little more digging around.In my mobile workshops with Shari Thurow at SMX West and SMX Advanced earlier this year, many of the participants were confused as to how to tell responsive and adaptive mobile configurations apart. So, I went through the exercise that I’m going to describe today. Hopefully, it will help some of you make the distinction.If you’re not sure if the site you’re looking at is responsive or adaptive, ask yourself these questions.[Read the full article on Search Engine Land.]

via Marketing Land

Protecting your brand’s ads on Facebook — because there IS such a thing as bad publicity

Caring about how you’re perceived by others is not a new concept. Even cavemen probably had moments of insecurity, pondering whether everyone thought their new animal skins looked good. And as long as brands have been around, there’s been a whole industry built around portraying the right manicured image to the world.But the last year has seen the topic of brand safety pushed firmly to the front of everyone’s minds, in the digital space in particular (or in every space, if you’re Pepsi). In February, The Times published a damning article claiming that Google was funding terrorism by allowing YouTube ads to appear alongside extremist video content. Soon after, brands noticed their ads appearing on radical news sites via the Facebook Audience Network. Budgets were pulled; outrage was aired.In this article, we’ll look more closely at the mechanisms which allow these reputation-damaging mistakes to take place on Facebook, and what advertisers and agencies can be doing to avoid them.What a…

The best ways to use social media for marketing your medical practice

With nearly 2 billion active monthly users, it’s safe to say that Facebook should be a part of your business and marketing strategy. If you’re in the medical industry, it’s even more of a necessity.By using Facebook to interact with patients, physicians can highlight procedures and products — and, most importantly, they can build trust with their current and potential patients. While likes and reactions are great, the goal is to create posts that engage and inform. That way, you can more easily spread your brand, authority, and expertise to patients that are trying to find it.Getting your posts shared is easier said than done, right? To help break down just how to craft updates that will keep your patients engaged, here are some helpful practices to integrate into your social media business plan.Develop a consistent voiceThe first step in planning your social media strategy is to make sure you stay consistent with your voice. Having a list of prepared responses ready for commonly aske…

Adobe updates Target with Sensei-powered enhancements

From Adobe’s blog post on the new Target enhancements Adobe is out this week with some enhancements to its Target A/B testing tool, all of which it says are made possible by its Sensei cloud-wide layer of artificial intelligence.The tech giant released its One-Click Personalization last November in beta, which enables algorithmic page-level testing, and now it’s out in general release with some new features. These include something called Backup Policy, where no variation will perform worse than the control version you set up.A beta update of recommendations in Target now utilizes an algorithm that Adobe said “was inspired by” natural language processing, although it doesn’t directly use NLP.The new algo looks at all the interactions a user has had with the brand as intent signals, including choices, clicks, and views on all platforms, in order to make a recommendation.[Read the full article on MarTech Today.]

via Marketing Land

Customer data platform Segment adds Looker Source to define audiences from multiple tools

A visualization of a nervous system. Segment, the San Francisco-based customer data platform, is out with a new collaboration that positions it as a kind of virtual marketing automation platform.Originally, Segment’s purpose in life was to act as a kind of data switchboard. Businesses can pipe data in and out of their various marketing and operational tools via Segment, instead of setting up separate APIs and other interfaces between each one.This week, Segment and business intelligence provider Looker have announced a new product called Looker Source. It allows a brand to employ user behavior in various tools that connect to the Segment ecosystem, in order to drive actions in the other tools.Segment CEO and co-founder Peter Reinhardt told me that Looker Source can currently ingest data from about 30 of the 200 or so tools in the ecosystem. The data is then used to create a target group that can be sent to any Segment-connected tool for action. He said his company is developing the int…

Twitter is testing a subscription-style ad program that costs $99 a month

With its ad revenue in decline, Twitter needs to explore ways to boost its business. And it really is.Twitter is testing a subscription-style ad program that would have businesses pay $99 a month for their accounts and some of their tweets to be automatically promoted on the social network.A Twitter spokesperson confirmed the test on Friday, which was earlier spotted by Twitter user @davidiwanow.Interesting @Twitter ads are running a new private beta program https://t.co/RbIEHMnGNlhttp://pic.twitter.com/oStFltf47Q— David Iwanow (@davidiwanow) July 28, 2017The invite-only Twitter Subscription Ads Beta Program appears to be aimed at smaller advertisers that use Twitter’s self-serve ad-buying tools but may be interested in handing over the reins to Twitter in order to focus on managing the rest of their businesses. It could also appeal to individuals looking to grow their Twitter followings.“Instead of creating and optimizing separate Twitter Ads campaigns yourself, this program will do …

What does visual search mean for ecommerce in 2017?

Since the early 2010s, visual search has been offering users a novel alternative to keyword-based search results.But with the sophistication of visual search tools increasing, and tech giants like Google and Microsoft investing heavily in the space, what commercial opportunities does it offer brands today?Visual search 101There are two types of visual search. The first compares metadata keywords for similarities (such as when searching an image database like Shutterstock).The second is known as ‘content-based image retrieval’. This takes the colour, shape and texture of the image and compares it to a database, displaying entries according to similarity.From a user perspective, this massively simplifies the process of finding products they like the look of. Instead of trying to find the words to describe the object, users can simply take a photo and see relevant results.Visual search engines: A (very) brief historyThe first product to really make use of this technology was ‘Google Gogg…