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Showing posts from February 3, 2017
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Get your ad game on with Marketing Land’s #HashtagBowl live blog on Sunday

Wouldn’t your Super Bowl ad-watching experience be improved 1,000% if you could talk conversion rates and cross-channel campaigns with industry colleagues as the TV spots air, maybe over an adult beverage or two? After all, for many brands, the big game is the highlight of their marketing year, where they kick off multi-platform efforts destined to continue for months on desktop and mobile, so there’s plenty to observe and learn from.Thankfully, you can attend that ideal Super Bowl party no matter where you are, when you make the Marketing Land #HashtagBowl Live Blog your second screen. Your virtual fellow attendees will include insightful digital strategists such as:Peter Minnium, president of Ipsos Connect and longtime display advertising columnist on Marketing Land,Kerry Curran, senior partner and managing director of marketing integration at Catalyst/GroupM, andJames Green, CEO of Magnetic and a stalwart Marketing Land marketing strategies columnist.These luminaries will be joined…

Audi uses Super Bowl ad to drive home importance of equal pay for women

Audi is not shying away from social issues at this year’s Super Bowl, using its ad to highlight the car maker’s commitment to equal pay in the workforce.The brand’s 60-spot titled “Daughter” features a young girl winning a downhill cart race while her father watches from the sidelines, wondering aloud, “What should I tell my daughter – that she will automatically be valued less than every man she’ll ever meet?”Directed by Irish-born director Aoife McArdle and created by the brand’s agency Venables Bell and Partners, Audi’s ad drives home the importance of equal pay for women without being overly sentimental. It is scheduled to air during the third quarter and will debut the new Audi S5 Sportback.“Pay equality is a big message for a big stage,” says Audi’s VP of marketing, Loren Angelo in the brand’s announcement around the campaign, “We’re a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.” In conjunction with its Super Bowl campa…

Four most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.This week, Instagram Stories is draining the life from the very Snapchat feature that inspired it; publishers are losing patience with walled gardens; and paid ads may soon be coming to voice search – what does this mean for the user experience?Ads are now a billion-dollar business for AmazonYesterday, Amazon released its fourth-quarter earnings report for 2016, disappointing members of Wall Street with revenue that was lower than some had estimated.But buried within the report was data which suggested that Amazon’s efforts to become a larger player in the digital advertising world are gaining steam. Al Roberts reported on the news for ClickZ this week, and considered how much further Amazon’s ad business might be able to go.Instagram Stories might be killing Snapchat StoriesIn a painfully ironic turn of events, the much-derided Instagram knock-off of Snapchat Stories might…

[Podcast] Marketing Land Live #43: Cool, creepy and contemporary – Super Bowl LI ads hit the web

Marketing Land’s annual Hashtag Bowl is just a few days away, and a flood of Super Bowl ads have finally been released online. Some advertisers are making news and attracting buzz by being contemporary — releasing ads that tie-in with current events, but doing it without being overly political. Other advertisers are sticking with more tried-and-true themes like sex and violence.In this week’s episode of our Marketing Land Live podcast, Amy Gesenhues and I talk about the hits and misses so far with Super Bowl ads that have been pre-released. We share our own favorites, and also talk about the ways advertisers are trying to maximize the visibility of their ads and teaser videos.This week’s episode runs about 29 minutes. You can listen here or use the link below to subscribe via your favorite podcast service.We invite you to subscribe via iTunes or Google Play Podcasts. Show NotesSuper Bowl LI advertisers: Here are the brands gearing up for game dayYouTube playlist: Official 2017 Super Bo…

Hitwise now updates its audience tracking hourly

In December of 2015, digital marketing platform Connexity — formerly known as the comparison shopping site Shopzilla — bought marketing data provider Hitwise from information services firm Experian.Hitwise’s AudienceView platform tracks the online behavior of eight million users in a U.S.-based panel. Those users agree to have their online searches and website visits tracked on their computers and mobile devices, in exchange for free or freemium apps.This week, Hitwise announced it was moving to hourly tracking of that data, with reports every four hours. Previously, that user behavior was reported to clients — such as retailers or publishers — on a daily basis.[Read the full article on MarTech Today.]

via Marketing Land

Tru Optik, Kantar Millward Brown can now track real-world purchases by individuals to OTT TV ads

Let’s say you’re watching “This Is Us” through NBC Now, the OTT outlet for the network, on your connected TV through a streaming TV Roku box.An ad comes on for red sneakers. You’re inspired, and go out the next day and buy a pair at the local mall.This week, OTT audience measurement firm Tru Optik announced a partnership with global research agency Kantar Millward Brown that allows an advertiser to track your offline purchase to the serving of that ad on your connected TV.Tru Optik Chief Strategist David Wiesenfeld told me this is the first such ad-to-offline-purchase attribution system for OTT television. He noted that Tru Optik has had the ability to track purchases through online retailers.He also said that, to his knowledge, this provides a level of offline purchase attribution that is not possible when the same ad is seen on cable or on-air TV.[Read the full article on MarTech Today.]

via Marketing Land

Don’t risk your business and consumer relationship over ‘alternative facts’

A new term popped up recently, and it’s a dangerous one for marketers. Kellyanne Conway, counselor to our new president, introduced us to the term “alternative facts” just days after his inauguration. And because I’m a child of the ’80s and ’90s, I’ve learned things from presidents and first ladies of the past: I’ll always “Just say no” as Nancy Reagan taught us in elementary school.My concern with the term “alternative facts” is not a political one, but rather one of good conscience for marketers.As content marketers, we have a duty to ensure what we’re sharing with our customers is true information that’s fully representative of our brand or product. We’ve all seen marketing claims that we felt were seriously overstated, and it’s important that we don’t allow those types of practices to thrive in today’s content marketing era. It’s our duty to be honest about what the products or services we represent do for a customer.Honesty is the best policyWhy does it matter if claims are exagg…

What if Super Bowl commercials were like digital ads?

Picture this. It’s Super Bowl Sunday. Last play. Patriots trail by four. Tom Brady fires a pass to Julian Edelman at the back of the end zone. Touchdown.But wait. Was Edelman inbound or not? Hard to say. A replay review will determine if the call stands and the Patriots win — or if the call is reversed and the Falcons win.The suspense builds. Finally, the official makes his way to the center of the field and turns on his mic. “After review, the ruling on the field is…”At that moment, a popup message appears on the screen. To learn the verdict, it says, you need to check your email. You frantically check your inbox. Nothing! Then you realize the email is in your junk folder.You open the email, and it instructs you to click on a link. You click on the link and discover that you need to update the video software on your device. You download and install the update and click the link again.It’s loading! But instead of the replay official, you see… a Clydesdale. You’ll have to sit through …

ZTE Blade A2 Plus with 5.5-inch FHD Display, 4GB RAM and 5000 mAh Battery Launched in India at Rs 11,999

ZTE has launched Blade A2 Plus, its latest mid-range offering packing a 5000mAh battery with support for fast charging. The Blade A2 Plus also supports reverse charging and doubles up as a powerbank when in need. Priced at Rs 11,999 the XTE Blade A2 Plus will be exclusively available on Flipkart starting from February 6th in Gold and Silver colors.ZTE Blade A2 Plus sports a 5.5-inch FHD display offering 404ppi along with 2.5D curved glass and is powered by an Octa-core MediaTek MT6750T coupled with a 4GB of RAM. On the storage front, the device offers 32GB of internal memory which is further expandable up to 128GB via the microSD card slot. The device also features a fingerprint sensor nestled at the back and comes with a unibody design.ZTE Blade A2 Plus Specifications5.5-inch FHD IPS Display, 401ppi, 2.5D GlassOcta Core MediaTek MT6750T clocked at 1.5GHz with Mali T860 GPU and 4GB RAM32GB Internal memory, expandable up to 128GB via microSD card13-Megapixel Primary sensor with dual-to…

Apple to Start Making iPhones at Bengaluru Facility in India

Apple had been mulling to establish an iPhone production facility in India and had also submitted a list of preconditions, including 15-year custom duty holiday for importing various iPhone kits and other equipment. The government agreed to the terms but they were not concurring with the 15-years time frame. In the meanwhile, Apple has zeroed in on Bengaluru as the location for their production facility and soon the iPhones will come with a “Made India” tag.The Karnataka government has already issued a release which welcomes Apple’s proposal to commence initial manufacturing operations. The release was signed off by IT minister Priyank Kharge and the move is further said to “foster cutting edge technology ecosystem and supply chain development in the state, which are critical for India to compete globally.”Once the facility kicks off Apple will start assembling iPhones in India and this will allow the company to cut some slack when it comes to pricing and thus help them compete with t…

The Six Techniques Of Social Blogging: Make Your Blog Great Again!

If you follow the blogging scene, then you have presumably seen that a few sites get a lot of traffic while others hardly get any traffic.Why does this happen?Experts say that these inconsistencies are a direct result of shifting advertising techniques.How To Be A Social BloggerIt has been appropriately said that a few systems are more compelling than others.Along these lines, when you need to blog for your site, then you ought to know the following tips.1. Blog Most Of The TimePost new blog posts consistently so that your viewers don’t get bored with your content.Google also ranks frequently updated blogs higher in search results.Informative articles posted every day guarantees that the site can build authority. The more consistent you are, the more traffic you are probably going to get.Posting only one high-quality piece of content a month is insufficient. Frequency, along with the quality of content, is very important.2. Make A User-Friendly BlogIf your blog is usable and easy to f…

Honor 8 Lite with Android Nougat Launched

Huawei’s sub-brand, Honor, has now launched a new smartphone in the form of the Honor 8 Lite in Finland. As evident from the name, it is a cheaper version of the company’s last year’s flagship smartphone. Interestingly, the Honor 8 Lite hasn’t been introduced in China yet.The Honor 8 Lite bears the same design language as its costlier sibling. Up front, the smartphone packs a 5.2-inch Full HD (1,920 x 1,080px) IPS LCD display covered by a 2.5D Curved Gorilla Glass. In fact, it looks exactly same as the Honor 8 except for the single camera module located at the rear. That said, another difference between the Honor 8 (Review) and the Honor 8 Lite is in the processor that’s located under the hood.Instead of using a Kirin 950 octa-core chip, Huawei has opted to include the mid-range Kirin 655 SoC inside the Honor 8 Lite. For starters, this is the same chip that powers the Honor 6X. (Review) The in-house processor is based on a 16nm node and makes use of Mali T830 MP2 GPU. This is mated wi…

Amazon Q4 beats earnings expectations but $43.7 billion in revenues fall short

This afternoon e-commerce giant Amazon announced quarterly revenues of $43.74 billion and earnings of $1.54 per share. Earnings beat expectations, however revenues were less than expected and shares are down in after-hours trading.Fourth quarter income was $749 million. Full-year net sales grew 27 percent to $136 billion. The company announced first quarter guidance of $33.25 billion and $35.75 billion, which also disappointed investors.Among the business highlights Amazon emphasized were the following:Tens of thousands of developers are using the Alexa Voice Service to integrate Alexa into their products, including Dish DVRs, Ford and Volkswagen vehicles, GE C Lamp, Huawei Mate 9, LG Smart Instaview fridge, and Whirlpool appliances.Alexa-enabled devices were the top-selling products across all categories on Amazon.com this holiday season. Customers purchased and gifted a record-setting number of devices from the Amazon Echo family with sales up over 9x compared to last holiday season…

With 158 million daily users, Snapchat’s parent company made $404.5 million in 2016

Snapchat’s parent company, Snap Inc., formally filed to go public on Thursday, offering the first official look at how the mobile app’s ad business is doing.Last year Snap Inc. made $404.5 million, up from $58.7 million in 2015. The large jump has a lot to do with the fact that Snap Inc.’s business, which centers around Snapchat, is still very young.Snapchat opened its advertising business in October 2014, and that business accounted for 96 percent of its parent company’s total revenue last year. Snap Inc. also made money from sales of its video-recording sunglasses, Spectacles, but said that Spectacles “has not generated signficant revenue.”Of the revenue that Snap Inc. generated in 2016, $365.0 million was generated directly by the company, and $34.9 million came from partners like publishers who sell ads to run in their channels within Snapchat’s Discover section and share the revenue with Snap Inc.Snap Inc.’s revenue has grown at a much steeper rate than its flagship app’s daily u…

Marketing Day: Amazon Alexa, Google Data Studio & Super Bowl LI 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:Refreshing competitive search strategies in 2017
Feb 2, 2017 by Thomas Stern
In the new year, columnist Thomas Stern argues we should adopt new strategies for monitoring and analyzing the competition. Here are his suggestions.The desktop’s death has been greatly exaggerated: How it’s holding its own in a mobile world
Feb 2, 2017 by Christi Olson
Mobile usage is certainly growing, but does that mean that desktop is done? Columnist Christi Olson doesn’t think so, and she suggests search marketers create campaigns that leverage the strengths and acknowledge the contributions of each device.Amazon launches an Alexa hub to help marketers create voice skills
Feb 2, 2017 by Matt McGee
New resource targets brands and agencies that want a presence in the Alexa ecosystem.Back to the future with the Engagement Economy
Feb 2, 2017 by Chandar Pattabhiram
C…

Refreshing competitive search strategies in 2017

With search marketing in a relatively constant state of evolution, refreshing competitive strategies is an exercise that is easily overlooked. As we enter a new year, it seems like a good opportunity to highlight a couple of the competitive strategies my agency, ZOG Digital, employs for our clients for both paid and organic search.1. Paid search conquestingPaid search conquesting is the act of bidding on your competitor’s brand and/or branded product names. What we love about conquesting is that it can allow for brands with less product awareness to siphon conversions from better-known companies.However, we’ve seen time and time again that brands make costly errors when it comes to their competitive keyword targeting and content strategy. Here are some important considerations with conquesting….[Read the full article on Search Engine Land.]

via Marketing Land

Back to the future with the Engagement Economy

Last week, Marketo’s Chief Executive Officer (and my boss), Steve Lucas, introduced a bold new concept: the Engagement Economy. This is a world where everyone and everything is connected, fundamentally shifting the relationships between buyers and sellers. It is a product of the ongoing digital transformation that businesses feel so acutely, but it has wide-ranging repercussions that affect everyone — customers, prospects, employees, partners and so on. It is a digital future that we are already living in, and companies that do not adapt risk being left behind.The question, of course, is how do brands adapt? The answer lies in finding a way to offer consumers the authentic, personalized experiences that they crave, a task that largely falls to you, the marketer.But in order for marketers to lead their companies to success within the Engagement Economy, they need to go back to the future. Here’s how.[Read the full article on MarTech Today.]

via Marketing Land

Amazon launches an Alexa hub to help marketers create voice skills

Amazon wants more brands and marketers in its Alexa voice ecosystem.The company has launched an online hub to help them get started with creating “skills” (Amazon’s word for apps) for the Echo device family.The hub currently lists 20 agencies “with expertise in designing, developing and optimizing Alexa skills,” including Razorfish, Mobiquity, VaynerMedia and others. For brands wanting to build their own Alexa skills, the hub connects them to the Alexa Skills Kit and three other development frameworks. There’s also a section listing three voice analytics providers to help brands and marketers measure how people are interacting with Alexa skills.For Amazon, it’s a pitch to marketers to encourage them to join the growing voice movement. According to multipleanalysts, sales across the Echo family skyrocketed during the 2016 holiday shopping season.The ecosystem of skills/apps around these devices is also growing. Amazon has reported more than 7,000 skills already for its devices — they c…

What can we learn from the winners and losers of organic search in 2016?

Who were the winners and losers of organic search in 2016?For the third year in a row, Searchmetrics has published its annual Winners and Losers Report, which reveals how certain sites fared in organic search visibility on Google.com over the course of 2016.Searchmetrics’ analysis is based on the ‘SEO Visibility’ of each website, an indicator developed by Searchmetrics to measure a webpage’s performance in organic search.This is not the same as organic search ranking, but aims to give an overview of how often a website shows up in search results, based on “search volume and the position of ranking keywords” (as set out in the Searchmetrics FAQ).Based on this metric, Searchmetrics then analysed the change in websites’ SEO Visibility during the course of the year, and sorted the top 100 winners and losers by absolute change in visibility.While the results are limited to Google.com – and thus are mostly applicable to websites from the U.S. – they are an interesting insight into how the t…

Google Data Studio removes 5 free reports limitation

If you’ve been using the free version of Google Data Studio and run up against the limit of five reports per account, good news. All accounts can now create an unlimited number of reports in Data Studio.Google introduced a free version of its data visualization and reporting tool a couple of months after the launch of Google Analytics 360 Suite last year. Since then, the Analytics team has added a library of reporting templates in Data Studio to make getting started even easier.Data Studio supports data connections to AdWords, YouTube, Analytics, DoubleClick Campaign Manager, Google Sheets and BigQuery among others, and has plans to add more connections.

via Marketing Land