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Showing posts from February 17, 2017

Missed link-building opportunities: Reclaiming broken links

It’s inevitable. Despite your best efforts to prevent them, there will likely be some 404 errors showing up on your website for old pages that have been discontinued on your site. Or perhaps someone just inadvertently mistyped the URL they were linking to on your website.Certainly, 404 errors aren’t great for search engine indexing, but they also represent potential inbound links that are now broken and lost. Or can those links be reclaimed? I have two techniques you might want to try.[Read the full article on Search Engine Land.]

via Marketing Land

A CMO’s View: How Barnes & Noble College builds its marketing around Gen Z & Millennial needs

As Barnes & Noble College’s CMO, Lisa Malat says her primary goal is to align her brand’s strategies with the mission of the university partners it serves.“All of our programs, our initiatives, and our messaging is really all around supporting the academic and social experience of our students, of our faculty, of our alumni, and making sure that we’re always on point and aligned with that mission,” says Malat.Currently, there are 770 Barnes & Noble College campus stores across the country, from the largest location at Harvard University to the more than 200 community college locations.“Leonard Riggio, the founder of Barnes & Noble, actually started with an off-campus bookstore across from NYU in New York City because his passion was to serve students, and he felt students deserved more than the experience they were getting at their school at the time, and that he could do it better,” says Malat.“The heart and soul of Barnes & Noble really started in the college bookst…

Traction Media launches Live Suite for delivering a live video stream across many sites

Live-streamed video took another step toward becoming a new kind of broadcasting with the release this week by Traction Labs of its Live Suite.The San Francisco-based company offers a platform for connecting influencers and bloggers with video content. As part of that service, it began providing simultaneous distribution of recorded video streams to multiple sites and social networks.Last June, it offered the first distribution to multiple destinations of a live video stream, for a rally that Vermont Senator Bernie Sanders held in San Francisco.This week, it has productized that service with its Live Suite for audience engagement and promotion around live-streams.[Read the full article on MarTech Today.]

via Marketing Land

Five 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, Pinterest’s acquisition of Google’s former image search lead, Randy Keller, as Head of Search shows how serious the social network is about visual search; and Twitter’s Q4 earnings have raised questions about the company’s long-term prospects. Plus, a new study shows voice search on the rise, and Google tests a way for users to report offensive autocomplete suggestions.Google’s Randy Keller joins Pinterest as Head of SearchWe’ve known for a while now that visual search was becoming a key part of Pinterest’s offering as a social platform, and the past couple of weeks have seen Pinterest make even more moves to cement its position at the forefront of visual search. On February 7, Pinterest released a new set of visual discovery tools, including the long-awaited Lens, a visual recognition and search tool which lets users search the real world using the camera in the…

[Podcast] Marketing Land Live #45: What are haptic ads with Josh Stivers of Immersion

Imagine you’re watching a scary trailer for the latest big Hollywood horror movie on your smartphone. It’s dark. Rain is pouring down. The main character is walking down a lonely road when all of a sudden thunder and lightning blast from the sky. You can see it and hear it … but what if you could feel it, too?You can, thanks to a technology called haptic ads. In this week’s episode of our weekly podcast, we talk with Josh Stivers of Immersion, a company that is bringing the sense of touch to mobile advertising. Stivers talks with our Barry Levine about how haptic ads work, who’s already tried them out and why brands are interested in this new ad experience.This week’s show runs a little more than 33 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 NotesNow you can shop with Google Home — just like on Amazon EchoFacebook turns sound on by default in videos, debuts TV apps

Why marketers’ approaches to sales shoppers must change

The preconception of sales shoppers looking to save a quick buck on an impulse bargain is leading marketers to make expensive mistakes. This is just one of the insights we uncovered when producing our 2017 Shopper Profiles report.The report highlights the shopping behaviors that will drive fashion, luxury, beauty and travel purchases in 2017 across the US, the UK and Australia. The four profiles identified use data to challenge the preconceptions of how typical shoppers behave.It’s no longer effective enough to think of shoppers in terms of age, gender and job. Instead, marketers need to embrace a more informed, data-led approach in defining their core audiences and how to reach them.Understanding the behavior of sales shoppersHere’s what we uncovered about just one of the key profiles.Shoppers looking for savings (which we’ve dubbed “Discount Dependents” in our 2017 Shopper Profiles report) are best engaged with using consistent messaging over a longer time, rather than short, sharp …

Intro to Agile Marketing: Work faster and smarter by changing how you work

Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organizational silos, hierarchies, and processes?It may be time to get agile. More than 90% of marketers who have adopted agile marketing say it has improved their speed to market for ideas, products, and campaigns.Join agile marketing expert Andrea Fryrear, and Workfront Creative Director David Lesué, as they explore what it means to be an agile marketer and provide practical tips on how your organization can make the transition.Register today for “Intro to Agile Marketing: Work faster and smarter by changing how you work,” produced by Digital Marketing Depot and sponsored by Workfront.

via Marketing Land

Marketing Day: Shopping with Google Home, keyword analysis & Verizon-Yahoo deal

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:Now you can shop with Google Home — just like on Amazon Echo
Feb 16, 2017 by Greg Sterling
Shopping and delivery services become a new front in the battle of the virtual assistants.From viewable to verified: Here comes the next phase of audience-based buying
Feb 16, 2017 by Erik Matlick
Viewability has become the standard within the display advertising industry, so what’s next? Contributor Erik Matlick discusses how audience verification will change the display landscape.Three things marketers must do to keep CX real
Feb 16, 2017 by Brent Sleeper
Marketers can be powerful advocates for the customer experience. But as contributor Brent Sleeper explains, we’ve got to give a little to get a little. Here are three ways to ground the ideal of CX in reality.Keyword SWOT analysis: Finding your content opportunities
Feb 16, 2017 by Casie Gillette

Now you can shop with Google Home — just like on Amazon Echo

Earlier today Google announced that you will now be able shop with Google Assistant on Google Home. This duplicates functionality already available on Amazon’s Alexa devices.Inventory is available from “participating Google Express retailers, including Costco, Whole Foods Market, Walgreens, PetSmart, Bed Bath & Beyond and more than 50 other national and locally available retailers.” To start shopping you need to set up a delivery address and a payment method in the Google Home app.Unfortunately this was not an intuitive process (for me at least), despite suggestions that it would be. I was trying to do this on my daughter’s Home; my account was not already linked. It might be easier from set up with a Google account that already has payment credentials on file.To motivate adoption and participation, through the end of April, Google is waiving its Google Express delivery and membership charges, which can either be $4.99 per store or $95 for an annual membership. The company also sa…

From viewable to verified: Here comes the next phase of audience-based buying

Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The companies in this industry push boundaries to innovate, and as a collective, often push back against attempts to standardize or regulate that innovation. Take viewability as an example.The drive toward viewability standards was initially met with fear. Reports about fraud and hidden pixels sparked some very uncomfortable conversations between advertisers, agencies and publishers — but they also led to the growth of a new facet of the industry and a market for companies like MOAT and Integral Ad Science.But knowing that an ad was viewed or clicked on by a human is just the first step in legitimizing the business of audience-based buying and eliminating waste. What’s next is having independent, third-party validation of the audience each campaign was supposed to reach, as well as the dataset behind the targeting.[Read the full article on MarTech Today.]