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Showing posts from February 10, 2017
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Making the right martech bets [Infographic]

As we’re all experiencing, the division between Marketing and IT has been rapidly shrinking over the past couple of years. Today, marketing teams are expected to be digitally savvy martech leaders, which can feel both empowering and overwhelming.With over 3,800 solutions documented, many marketers struggle to understand how to make the right martech investments for their organization.The path to martech success starts with the right strategy, including: 1) the right selection of solutions; 2) executive buy-in; 3) talent; and 4) building for agility.The infographic below illustrates how leading marketing executives have executed martech strategy effectively and provides guidance for you as you move down the path of successful martech adoption.Note: This infographic is a compilation of research conducted by Lenati.com and Chiefmartec.com. For more detailed research findings, download “Marketing Technology as a Strategic Asset.”[This article was originally published on MarTech Today.]

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Google releases Chrome version with the first browser support for WebVR

A 3-D VR interior from Matterport This week, Google is updating its Chrome browser for Android with the first browser support for Web VR — a capability that could dramatically affect the use and development of VR content.Previously, if a user wanted to view VR content in a stereo headset viewer like Google’s Daydream View, you had to download one of a number of VR apps. Like the company’s Cardboard viewer, Daydream View works with a smartphone as the display and processing unit. This newest Chrome is the stable release; a beta version of Chrome with WebVR support was announced in December.In this WebVR-supporting Chrome browser, the user can simply click a button and then see the material as VR in the viewer. WebVR supports Daydream’s accelerator for tracking head movements, and its remote control. Or users can view non-stereo VR content through Chrome on a desktop or laptop and navigate it with their finger or a mouse. No separate app to download, no multitude of apps that developers …

Hootsuite buys AdEspresso, adds onboard Facebook/Instagram ad management

From the AdEspresso website Hootsuite stepped up its ad game this week, announcing the acquisition of online ad tool Espresso — and the launch of the Espresso-based Hootsuite Ads.The newest Hootsuite Ads, Senior Director of Business and Corporate Development Richard Hungerford told me, replaces a “lighter” ad management tool in the platform, and provides for the first time on-platform management of Facebook and Instagram ads.Most of the social media management platform’s ad capability had previously been offered through integrations with six partner companies, he said, one of which had been AdEspresso.[Read the full article on MarTech Today.]

via Marketing Land

Facebook opens itself to measurement audit, gives brands more control over video ad buys

In an effort to rebuild advertisers’ trust following a series of measurement errors last year, Facebook has moved to make its ad measurements more transparent and give advertisers more control over what they are buying.Facebook has agreed to let the media industry’s independent measurement monitor, Media Rating Council (MRC), audit the measurements it provides advertisers, the company announced on Friday. The news, first reported by The Wall Street Journal, follow talks between the company and industry watchdog in December that were fueled by an industry increasingly uneasy with Facebook’s self-reported measurements not being open to objective evaluation.In addition to letting the MRC inspect its ad measurements, Facebook will offer up new measurements to give advertisers a more granular idea of how their display ads are performing as well as new ad-buying options for their video ads that let brands be more precise about what they are paying for.For display ads running on Facebook and…

Nielsen’s ‘Digital in TV Ratings’ wins MRC accreditation

With many people watching television on the Web these days, audience measurement service Nielsen launched in 2015 its Digital in TV Ratings to keep track of those viewers.This week, the Media Rating Council granted accreditation for including that service in TV ratings. Nielsen said this is the first measurement of viewers watching TV on computers and mobile devices to receive such an acknowledgement.The service uses Nielsen’s methodology, which include census data, demographics, and opt-in panels of users. The viewers across all devices are captured, but only if the programming seen online is the same content and commercials as the airing on broadcast or cable.The accreditation is the latest step in online TV’s evolution toward full data citizenship in the land of marketing.[Read the full article on MarTech Today.]

via Marketing Land

Yelp Q4: earnings beat expectations but guidance disappoints investors

Yelp beat Q4 2016 analyst consensus expectations with both revenues and earnings per share yesterday. The company announced revenues of $194.8 million in the fourth quarter, representing 27 percent year-over-year growth. Earnings were $22.6 million ($0.27 per share), which significantly beat expectations.Yelp says it now has 3.4 million claimed local business locations and 138,000 local advertising accounts. The company added that it grew local revenue by 36 percent in the fourth quarter to $171 million. Transactional revenue grew 19 percent to $16.6 million. Despite these positive results, shares declined in after-hours trading because of disappointing guidance, which was below consensus estimates.Yelp says it now has over 121 million “cumulative reviews” and app installs on 24 million smartphones in the US. It claims to have 34 percent penetration of the addressable mobile market, higher than TripAdvisor and other local competitors (not including Google).The chart above shows a comp…

What businesses need to know about the Yelp Elite program

For the past three years, I’ve been a member of one of the most exclusive, most important, most powerful groups on the internet: The Yelp Elite Squad. We’re very important.Seriously though. I am a Yelp Elite, and despite the name and “South Park” episode dedicated to us, we’re a pretty normal group of abnormally active Yelp users. If you aren’t familiar with what the program is all about, Yelp describes it as:Our way of recognizing people who are active in the Yelp community and role models on and off the site. Elite-worthiness is based on a number of things, including well-written reviews, high quality tips, a detailed personal profile, an active voting and complimenting record, and a history of playing well with others.Over the years, I’ve learned a lot about how this group and Yelp as a whole work, and a lot of that information is beneficial to business owners, managers and marketers. So let’s dive in!Status doesn’t come easyGetting the Elite designation involves being very active …

3 things you can do to stop (or at least slow) customer churn

With Valentine’s Day approaching, we have (customer) relationships on the brain. In a previous column, I discussed the importance of converting one-time buyers into loyal repeat customers. Just as early lifecycle programs are crucial to increasing customer lifetime value, late lifecycle programs are, too. Setting up a robust churn prevention program is a great way to begin leveraging customer data to drive growth.At Custora, my employer, we often use the personal relationship as a metaphor to talk about churn. There comes a point in all relationships where things start to veer off course and cool down. If we value these relationships (which hopefully we do), we take steps to find out what went wrong and how we can get the relationship back on track.Why is churn prevention crucial?You’ve probably heard me say it before — retention is the key to sustainable growth. The cost of acquiring a new customer has been quoted as anywhere from five to 25 times more than the cost of retaining an e…

Five most interesting search 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, we’ve got the latest on a strange glitch appearing in Google’s mobile search, a new beta search engine launched by Creative Commons, and the decline of brand hashtags in Super Bowl ads. Plus, a new report has indicated that consumers don’t find the vast majority of brands meaningful; and Google reveals that custom 404 pages are not beneficial to SEO.Google’s mobile search glitches, indexes desktop sitesIf you’ve been keeping an ear to the ground – or the Twittersphere – in the world of Google SEO, you might have heard that strange things have been happening with Google’s mobile index over the past few days.Last week and early this week, some astute observers noticed that Google’s mobile search was indexing desktop websites where it would normally be indexing the mobile version of that site.The suddenness of the switch, coming on the heels of Google’s newly-implem…

Save 20% On Popular Blogging Products @ShoutUniversity & @ShoutMeLoud Store: Valentine’s Day Sale

I believe every special day is just an excuse to be happier & to add more flavor to upcoming Valentine’s day; we are running a special 20% off on all ShoutMeLoud store products & our flagship course @ ShoutUniversity.This discount is live & anyone can take advantage of this special offer until Valentine’s day midnight.  Read on to learn more about this special valentine’s day discount from the entire ShoutMeLoud team.20% off on ShoutMeLoud store products:ShoutMeLoud store is growing with time & this is your chance to get any of ShoutMeLoud store products (Click here to visit the store) for 20% off.Here is the list of products which are on ShoutMeLoud store:Affiliate Marketing Handbook (Most popular)Google AdSense Mastery CourseWordPress eBook: Create a Perfect BlogShoutDeals WordPress Plugin (Brand new)The Mega Guest blogging directoryYouTube Viral Subscribe WordPress PluginMake money buying selling domain namesWordPress Hosting Guide for Beginners with discount codesT…

Create an RFP for your next website project with this step-by-step guide

From technology selection to re-vamped branding, the process of redesigning a website is far more than new colors and content. Proper up-front preparation and a thorough understanding of your goals and needs set you up for long-term success.This guide from Bayshore Solutions will walk you through the RFP development process and serve as a template to get you started.Visit Digital Marketing Depot to download “Website Redesign RFP: A Step-By-Step Guide To Creating An RFP For Your Website Project.”

via Marketing Land

See the MarTech Conference agenda now

MarTech returns to the San Francisco Hilton May 9-11. This year’s expanded edition features 8 tracks on topics at the intersection of marketing & IT. This unique program blends advanced marketing, technology and management presentations; each designed to help you succeed in our software-powered marketing world.View the complete agenda.Register Now!Secure the lowest “alpha” rate for MarTech San Francisco today! Pay only $1,495 for an All Access Pass, $400 in savings compared to on-site rates. You’ll get the full MarTech experience: complete access to conference sessions, networking events including the Stackies Awards, marketing technology solutions in the Expo Hall, case studies from leading martech providers, event mobile app, hot meals, WiFi and more!P.S. MarTech is better with colleagues! We offer team packages at discounts of as much as 20%! View group rates.

via Marketing Land

Marketing Day: Influencer campaigns, interview with Denny’s CMO & Twitter’s Q4 2016 earnings

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:Kiss your personas goodbye (and say hello, AI)!
Feb 9, 2017 by Venkat Nagaswamy
Your buyer personas are about to become as out-of-date as an Altair 8800. Contributor and AI marketing guru Venkat Nagaswamy explains why you’ll be grateful.6 ways to grow your podcast audience with SEO
Feb 9, 2017 by Stephan Spencer
Columnist Stephan Spencer explains the benefits of podcasting, as well as how to optimize your podcast for visibility in search engines, YouTube and platforms like iTunes or Google Play.It’s time to get ready for the holidays (Yes, really!)
Feb 9, 2017 by Dave Davies
It’s February, and you know what that means — the holidays are just around the corner! Okay, maybe not, but columnist Dave Davies explains why now is actually the ideal time for SEOs to start preparing for holiday season 2017.The evolution required to achieve a sustainable …

Kiss your personas goodbye (and say hello, AI)!

There’s a great cartoon by Tom Fishburne that cuts right to the quick. A marketer is detailing “Al,” a targeted buyer persona: “39-year-old Scorpio, drives an Acura, watches “Game of Thrones,” has a Jack Russell terrier, favorite Beatle is George.”When he’s asked, “How will this help us sell ERP software?” he replies, “Sales is your job. I’m in Marketing.”’Up until now, that’s been the core issue for buyer personas. By necessity, they’re drawn up at the macro level, since marketing traditionally operates at scale. They haven’t incorporated the personalization and 1:1 insights that are key to the sales process.Personas work, of course. They’ll drive results like one marketer’s 900 percent increase in length of visits, 171 percent uptick in marketing-generated revenue and other lifts.[Read the full article on MarTech Today.]

via Marketing Land

6 ways to grow your podcast audience with SEO

Along with technical SEO and links, high-quality, interesting, engaging content is one of the three main pillars of any successful SEO strategy.Traditional content strategies use blog posts, articles, images, and sometimes video as the main sources of content. And while those can be awesome for driving traffic and supporting your SEO efforts, podcasts are an often overlooked and underestimated medium. Podcasts can build your brand and drive direct traffic, while at the same time adding rich content to your site and supporting your link-building efforts.Of course, you not only need to know how to leverage your podcasts for SEO, but also how to rank well on the platforms specific to podcasts. So whether you’re starting out or are an established podcaster, read on for specific tips on how to SEO your podcast.[Read the full article on Search Engine Land.]

via Marketing Land