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Marketing Day: Facebook video metrics, affiliate marketing strategies & canonical tags

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:Closed-Loop Marketing: A Recipe for Growth
Sep 29, 2017 by Digital Marketing Depot
The buyer’s journey is morphing into a self-guided tour, and therefore, capturing and tracking behavioral data is more important than ever. Integrating sales and marketing in a closed loop based on that data is your key to conversion.7 on-site SEO problems that hold back e-commerce sites
Sep 29, 2017 by Pratik Dholakiya
Is your e-commerce site experiencing weak organic traffic? Columnist Pratik Dholakiya shares some common issues that impact SEO for online retailers and offers a few suggestions.Artificial intelligence is changing the rules of account identification
Sep 29, 2017 by Peter Isaacson
Columnist Peter Isaacson takes a look at how AI-powered intent data is transforming the way B2B marketers approach their Account-Based Marketing programs.5 metrics to mea…

Closed-Loop Marketing: A Recipe for Growth

The buyer’s journey is morphing into a self-guided tour, and therefore, capturing and tracking behavioral data is more important than ever. Integrating sales and marketing in a closed loop based on that data is your key to conversion.In this issue of Agency Perspective from SharpSpring, you’ll learn about:“closing the loop” to keep up with changing buyer behaviors.five technologies for optimizing campaigns and tracking performance.the stages involved in a successful closed-loop strategy.Visit Digital Marketing Depot to download “Closed-Loop Marketing: A Recipe for Growth.”

via Marketing Land

7 on-site SEO problems that hold back e-commerce sites

Not long ago, I talked about 16 very specific on-site SEO mistakes that I see very often, and how to fix those issues.Today, I want to shift the focus toward problems that plague e-commerce sites specifically. I’ll also be addressing on-site problems that have a bit more to do with strategy and a bit less to do with specific technical mistakes.Finally, I wanted to make sure we had some real-world examples to refer to, so I mined case studies from the industry to demonstrate the concrete impact these changes can have on your search traffic.Let’s take a look at these problems and what you can do to resolve them.[Read the full article on Search Engine Land.]

via Marketing Land

Canonical tags gone wild

Being a technical SEO, I love digging into any weird problems where things don’t seem to work as expected.Canonical tags seem easy enough, but these tags cause all sorts of interesting issues — and some minor fixes can lead to big wins. Almost every major website will have some kinds of issues with their canonical tags, so I dug into a few different ones to see what examples I could find.[Read the full article on Search Engine Land.]

via Marketing Land

Artificial intelligence is changing the rules of account identification

We’re on the verge of a whole new world when it comes to Account-Based Marketing (ABM). Just when it seemed like marketers were getting the hang of ABM, advancements in technology are flipping traditional account-based tactics on their head.In the past year or so, we’ve seen artificial intelligence (AI) technologies swoop in and really transform specific parts of the strategy, from website personalization and digital advertising to sales enablement. Now, we’re seeing these technologies tackle even more fundamental ABM steps, including account identification.[Read the full article on Martech Today.]

via Marketing Land

5 metrics to measure the success of Facebook videos

Let’s face it, video is the highest-converting medium in the social media space. When it comes to content, it is the king of kings, the best player on the field, the sultan of swat, the king of crash, the colossus of clout… OK, you get the picture.Why does video convert more? Simply stated, it’s more human. The movement more closely represents life. If it’s a video with people in it, faces give off emotional cues we understand and identify with.As smartphones have become easily accessible across the world, real human connection is waning in some ways. We need human interaction, so how do we fill the void? Social media, my friend.This is why “video snacks” can work like a charm. You can use short, highly engaging 60- to 90-second videos to walk your customer through the next steps. I recently had the opportunity to connect with Logan Young, the VP of strategy at BlitzMetrics, to learn more about the power of video and the metrics that matter when it comes to video engagement.Here are t…

Affiliate marketing strategies for success during the holidays

With the holidays fast approaching, now is the time for brands to ensure that their teams are ready for the biggest shopping period of the year. With Black Friday and Cyber Monday on the horizon, here are some winning strategies from our advertiser and publisher teams to help you maximize your affiliate marketing campaigns this season.Review last year’s holiday performance and create your planTake a deep dive into your data from 2016 and analyze the activities with your key publishers in fourth quarter. Examine performance in all areas: Analyze your paid placements, look at average order value, look at returns, and drill down into the specific promotions that ran.Then look at the first three quarters of 2017 and identify any new partners from this year that have been instrumental in driving conversions. From this data, you can develop a directional strategy that can help guide your 2017 holiday plan.Think beyond Black Friday and Cyber MondayWhen you are planning, consider building pro…

System 1 Research launches a VR testing tool for shopping

Inside System 1 Research’s Virtual Reality Shopper tool You’re pushing a grocery cart down an aisle in Walmart, and you pause to grab and toss in a bag of candy.Just another day at the store, except it’s in a new Virtual Reality Shopper recently launched by System 1 Research.The research arm of the London-based marketing firm System 1 Group, System 1 Research conducts behavioral and other research for brands. Earlier this year, it undertook a pilot project for several brands — one of which was Hershey’s — to build some grocery aisles that resembled a typical Walmart.The virtual reality platform, designed to test shopping choices, is now available for other clients, System 1 Research Managing Director Gabriel Aleixo told me. It was developed on the Unity gaming engine by Los Angeles-based software development shop SciFutures and employs the HTC Vive VR headset.Here’s a sample video clip inside the headset: [Read the full article on MarTech Today.]

via Marketing Land

Forrester’s first Waves on journey analytics show the growing importance of customers’ steps toward purchase

In marketing — as in life — it’s not about the destination as much as it’s about the journey.Which is why research firm Forrester recently released not one, but two Wave reports on Customer Journey Analytics — one on visioning platforms and the other on orchestration. [Subscription or report fees required.] These are the research firm’s first Waves on these topics, in which customer journey analytics is defined as:An analytics practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior.Visioning platforms, co-author and principal analyst Joana van den Brink-Quintanilha 
told me via email, are about designing and planning journeys through such tasks as creating and sharing customer journey maps, or discovering customer segments and personas in those journeys.The report points to the leaders of visioning tools (NICE, Kitewheel, Thunderhead and Teradat…

6 lesser known tools to power your content marketing

It seems like a small selection of tools just keeps traveling from article to article these days.Opening a freshly-published article on a popular blog, I feel like I’ve already read it, because I know all the listed tools.To celebrate “undercover” tools in the marketing industry, I picked six tools I use which I seldom or never see mentioned in other people’s articles. I think they totally deserve to be in the spotlight because they are as good as (or in most cases even better than) more discussed alternatives.1. Cloudup to store your drafts and imagesI hate to think that anyone reading this isn’t using cloud storage for work. It makes your life so much easier, allowing you to access your work from anywhere in the world as well as giving you tools to easily share your content with other team members, like editors and designers.There’s no denying that Google is the Internet master for a reason, and their Drive service is hard for anyone to beat. But plenty of people choose not to entru…

Marketing Day: TV analytics, conversational UI & online holiday retail sales forecasts

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:Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade
Sep 28, 2017 by Alison Lohse
The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to understand how TV is performing, but should instead look toward TV attribution as the answer.The non-developer’s guide to reducing WordPress load times up to 2 seconds (with data)
Sep 28, 2017 by Tom Demers
Wondering where to start with page speed improvements? Columnist Tom Demers shares how he tackled page speed improvements on several WordPress sites without (much) input from a developer.The fallacy of choice: How conversational UIs are altering the marketing landscape
Sep 28, 2017 by Malcolm Cox
Columnist Malcolm Cox discusses how conversational UI is impacting marketing and why simplifying the customer experien…

Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade

It’s no secret that TV — and therefore TV advertising — has evolved dramatically in the last 10 years. Consumers are cutting the cord. They’re watching TV online, on their phones or on their laptops, and it no longer happens in isolation. TV has become part of a holistic experience deeply connected to digital activities.As marketers, we’ve tried to keep up. We’ve adapted our formats. TV advertising no longer falls into the two traditional camps of shorter brand spots and longer direct response (DR) infomercials, instead encompassing the full spectrum in between. We send viewers primarily to the web now via a vanity URL instead of an 800 number, and we use that traffic to tie TV back to digital and measure the efficacy of our campaigns.Here’s the problem: It doesn’t really work. The days of an immediate straight line from DRTV to a single-channel purchase, either on the phone or on the web, are behind us.[Read the full article on Martech Today.]

via Marketing Land

The non-developer’s guide to reducing WordPress load times up to 2 seconds (with data)

With Google’s continued focus on user experience and engagement metrics in recent algorithm updates, it’s become even more important for marketers to pay attention to how fast their sites are. Page speed has long been a ranking factor for desktop search results, and it may soon impact mobile rankings as well.The benefits of improved load times go well beyond their impact on SEO and your site’s organic rankings, however. Consider recent Google data, which shows that “53 percent of visits are abandoned if a mobile site takes longer than three seconds to load,” or that “for every second delay in mobile page load, conversions can fall by up to 20 percent.”So, how do you actually go about speeding up your site? For many non-technical marketers, trying to figure out how to improve page speed can be a daunting task. Which levers should you actually be pulling to generate a result? And how do you get those changes implemented on your site?[Read the full article on Search Engine Land.]

via Mar…

The fallacy of choice: How conversational UIs are altering the marketing landscape

Apple’s new iPhone X is doing away with nearly everything but the screen. Now, we’ll only have to look at it for it to know that it’s us — without even having to touch it.This brave new world of touchless, conversational interfaces will forever alter how we interact with our devices, with each other, with content and with brands and marketers. And although it’s a fairly recent innovation, the data already supports the impact of this newfound capability.ComScore predicts that by 2020, half of all searches will not require a screen, as Siri and her friends attend to our every need. And the esteemed and omniscient Mary Meeker tells us that 65 percent of all US smartphone users are already using voice-controlled assistants.So once again, we marketers are in the position of having to reckon with this rapidly changing landscape, altering our SEO strategies and thinking about how conversation UIs (user interfaces) will impact searches, context, conversions, attribution, brand safety and how …

SEO content strategy: How to grow visits by 300% in one year

Content strategy is an essential part of SEO — after all, content and links are among the top three ranking factors in search.However, you can’t simply create content for content’s sake and expect to achieve any results. Millions of blog posts are published each day, so you need to create content that stands out and earns worthwhile links. This is where the strategy part comes into play.Strategic content planning and execution involves:prioritizing lower difficulty topics and themes.content layering and optimal internal linking.understanding linkability and identifying opportunities.regular upkeep and maintenance of existing content.A complete SEO content strategy will include these processes.With the glut of content published daily online, you must be strategic to garner the attention needed for success. Many brands believe publishing blog post after blog post will lead to more links, higher rankings and increased website visitors.[Read the full article on Search Engine Land.]

via Ma…

Online holiday sales projected to reach $129B this year, up 12% over 2016 [Forrester]

With eight weeks to go before Black Friday, online retailers are well into mapping their strategy for pulling as much of 2017’s holiday e-commerce spend as possible. This year, Forrester Research Inc. reports two out of five consumers plan on spending more online during this year’s holiday season than in 2016.According to Forrester’s 2017 Online Holiday Outlook report for the US, the total number of online holiday shoppers will increase 3 percent compared to last year, with consumers spending an average of $689 online — up 8 percent over 2016.Forrester says this upward swing in online holiday shoppers, and the amount of money they plan to spend, will deliver a 12 percent year-over-year increase in online holiday retail sales.While not as big a jump as what happened between 2015 and 2016 (11 percent to 14 percent), it still represents a double-digit increase for holiday e-commerce sales, with online shoppers spending a total of $129 billion this year, compared to the $115 billion spent…

Salesforce opens up its second-party data marketplace

In October of last year, Salesforce acquired data management platform (DMP) Krux. This week, the marketing software giant announced the general availability of its Data Studio, a marketplace of B2C second-party data that is built on Krux’s Link product.The Data Studio had previously been available only to subscribers of the Salesforce platform, but now anyone can pay the monthly subscription and make arrangements for participating brands’ first-party data, which — when bought, sold or traded — is known as second-party.Typically, Marketing Cloud Chief Strategy Officer Jon Suarez-Davis told me, the data is used anonymously, but usage and prices are up to the transacting parties. While the focus is on second-party data, any kind of data can be exchanged.[Read the full article on Martech Today.]

via Marketing Land

Taboola adds a third-party data marketplace

It’s a good week for data marketplaces. Salesforce has opened up availability to its second-party data marketplace, while content discovery platform Taboola is adding third-party data to its targeting with the launch of its Data Marketplace.Taboola said that the Marketplace — populated with audience segments from data providers like Oracle Data Cloud, Neustar, Acxiom and Bombora — is the first of its kind for such a content discovery vehicle.The company provides those “you might also be interested in these” linked images at the bottom of many stories, allowing the user to choose other content that is being promoted by the same or other sites, or by advertisers.[Read the full article on Martech Today.]

via Marketing Land

Publishers need a new definition of UX: From ‘user experience’ to ‘user expectation’

The rise of ad blocking has placed new emphasis on creating ads which preserve the user experience. From the Google and Facebook-led Coalition for Better Ads, IAB’s LEAN initiative to Adblock Plus’s dubious definition of “Acceptable Ads,” there is now a broad consensus that something must be done to combat the poor ad experiences that lead users to download blockers.And yet, even as the largest and most powerful players in our industry band together to protect the user experience (UX), there’s surprisingly little discussion about what an acceptable UX really looks like. For these efforts to succeed, we need more than a pledge to make ads “better.” Rather, we need a new and better understanding of the UX such ads are designed to protect.The challenge in landing on a single standard for quality in advertising is that quality is fundamentally subjective. Even great ads can lead to bad experiences if the user isn’t prepared to see them; the well-produced video ad that might work great on …

Nielsen buys multitouch attribution provider Visual IQ

Audience measurement service Nielsen is boosting its ability to monitor digital ad effectiveness, announcing this week that it will buy marketing intelligence software provider Visual IQ.Visual IQ specializes in multitouch attribution combined with performance monitoring by audience segment. In multitouch attribution, the credit for a sale or other desired action is distributed across several ad drivers, such as shared credit between a mobile web ad, a desktop web ad and an email from the same advertiser to the same geography in a given period of time.Deal terms were not made public.The purchase is one more indication that Nielsen is taking steps to strengthen the digital side of its business, and to supplement its customary panel-based way of measuring impact.[Read the full article on Martech Today.]

via Marketing Land

CMO audit series, Part 5: The rise of digital assistants

If I were writing this post even a year ago, I’d (still) be focusing on the mobile experience. Even today, more brands than you’d expect aren’t fully optimizing their mobile UX (user experience), even if they have moved to a mobile site.Tough to know where to look on that page, right? Lots of words, lots of nav options, and if you’re not looking for audio equipment, not much of a head start on what to do next.That said, the big new device-oriented opportunity on the horizon isn’t mobile optimization (even for brands who aren’t nearly optimized); it’s digital assistants — which may be featured on more devices in the world than there are people by 2021.Here are some very obvious signs that digital assistants are poised to make a huge impact on the digital marketing landscape (beyond just maps, directions and general knowledge introduced by Apple’s Siri in 2011):Walmart is teaming up with Google to offer voice-activated shopping via Google Home.Amazon (Alexa), Apple (Siri), Google (OK Go…

Snapchat rolls out Sponsored 3D World Lenses, bringing its AR format to advertisers

Snapchat debuted its latest augmented-reality ad format on Thursday.Advertisers can now create their own branded versions of Snapchat’s 3D World Lenses that allow people to augment videos shot with their phones’ rear-facing cameras with animated three-dimensional objects that can be moved and resized to fit the scene.Imran Khan, chief strategy officer of Snapchat’s parent company, Snap, announced the rollout of Sponsored 3D World Lenses on Thursday at an Advertising Week session in New York. Bud Light and Warner Bros. are the first advertisers to run these augmented-reality ads. Below are two GIFs showcasing how each brand is using the new format. In the Bud Light ad, the user can walk around a concession vendor selling Bud Light.  Warner Bros. is using the ad format to promote “Blade Runner 2043” and features one of the flying cars from the movie.In addition to crafting 3D World Lenses to entertain Snapchat’s audience, brands can also create more purpose-driven campaigns, similar to …

Wiser Solutions combines retail analytics with e-commerce solutions, aiming to be a one-stop shop

Earlier this month, Quad Analytix and Mobee — two retail-focused technology solutions — merged to form what is now Wiser Solutions, Inc., an analytics platform that also includes a workflow solution for retailers, brands and restaurants.“It made a tremendous amount of sense to be able to offer a better solution to our customers,” says Wiser’s president Andy Ballard, who notes many were using two different vendors to do what Wiser can now offer as a one-stop shop.Ballard says it would have taken Quad Analytix many years to develop the technology that Mobee offered, and vice versa for Mobee.“One of the reasons for bringing the two together is there were several examples of existing customers that have a need for both e-commerce work but also in-store efforts to gather that information and power better decisions,” says Ballard.As it stands, Wiser clients have access to a number of data sets, from competitive benchmarks and market intelligence analytics to optimization analytics that offe…

CSEs will compete head-on with Google Shopping in EU search results

In response to the European Commission’s antitrust ruling — and record $2.7 billion fine — against Google for favoring its own content, the search giant is making some changes to the way it handles Google Shopping results in the EU.Starting Wednesday, Comparison Shopping Engines/Services (CSEs) such as Kelkoo, Shopzilla and Twenga will be able to run product listing ads in Google Shopping results as retailers do so currently.The EC’s ruling required Google to deliver a solution to provide “equal treatment” to CSEs within 90 days or face further penalties. That deadline has now arrived. The EC doesn’t have a specific approval process, but Google believes the changes it’s making put it in compliance with the order.For more on how the auction and ad results are changing, read the full article on Search Engine Land.

via Marketing Land

Pinterest, Google or Bing: Who has the best visual search engine?

Visual search engines will be at the center of the next phase of evolution for the search industry, with Pinterest, Google, and Bing all announcing major developments recently. How do they stack up today, and who looks best placed to offer the best visual search experience?Historically, the input-output relationship in search has been dominated by text. Even as the outputs have become more varied (video and image results, for example), the inputs have been text-based. This has restricted and shaped the potential of search engines, as they try to extract more contextual meaning from a relatively static data set of keywords.Visual search engines are redefining the limits of our language, opening up a new avenue of communication between people and computers. If we view language as a fluid system of signs and symbols, rather than fixed set of spoken or written words, we arrive at a much more compelling and profound picture of the future of search.Our culture is visual, a fact that visual …

Marketing Day: AI myths, Spotify’s self-serve ad platform & Vimeo gets live streaming

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:All-new MarTech Today guide: Enterprise Digital Personalization Tools
Sep 27, 2017 by Digital Marketing Depot
With advances in artificial intelligence (AI), personalization has become more than a content or product recommendation. Marketers now provide adaptive mobile experiences and website background images that closely match the visitor’s profile, as well as customized page layouts based on visitor behaviors – rather than just their demographic persona or geographic location.Busting AI myths: Why AI will help marketers usher in an era of extreme personalization
Sep 27, 2017 by Brian Solis
In an age when consumers expect deep personalization, AI is here to help. So what’s the holdup among marketers? Contributor Brian Solis discusses the top myths slowing its adoption.Spotify launches self-serve platform for audio ad campaigns
Sep 27, 2017 by …

All-new MarTech Today guide: Enterprise Digital Personalization Tools

With advances in artificial intelligence (AI), personalization has become more than a content or product recommendation. Marketers now provide adaptive mobile experiences and website background images that closely match the visitor’s profile, as well as customized page layouts based on visitor behaviors – rather than just their demographic persona or geographic location.MarTech Today’s “Enterprise Digital Personalization Tools: A Marketer’s Guide” examines the market for digital personalization tools and the considerations involved in implementation. The 51-page report reviews the growing market for digital analytics platforms, plus the latest trends, opportunities and challenges.It also includes profiles of 18 leading vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy.

via Marketing Land