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Showing posts from February 22, 2017

Hyperlocal marketing will soar in 2017: 5 tips to stay on top

The conversation about local search is not a new one; marketers have been discussing the importance of targeting customers by location for the past decade. Recently, it has been pushed back into the industry forefront with the rise of hyperlocal search and its relationship to mobile. Google Trends clearly show a dramatic increase in “near me” queries, particularly since mid-2015.Hyperlocal targeting, or marketing to customers within your area based upon their location, has the potential to help brands answer the immediate needs of their prospects. Understanding how to optimize your content for these users can provide brands with an excellent opportunity for success.Google has also been showing signs of pushing people toward hyperlocal. Back in 2016, Barry Schwartz reported a noticeable reduction in the number of pages offered for Google Maps search results, suggesting an effort to narrow the results down to a smaller geographic area. Google wants to better serve users by personalizing…

Skyhook announces “next-gen geofencing” based on global WiFi database

Location targeting and intelligence company Skyhook has developed what it says is a more accurate methodology for geotargeting and in-store validation. The company is rolling this out under the banner of its “Skyhook Context” offering.Skyhook was the original location provider for Android and iOS devices before Google and Apple brought those capabilities in house.The company says it has built associations between millions of places of interest and its global WiFi database, which has MAC addresses for more than 2 billion WiFi routers worldwide. Skyhook VP David Bairstow described it to me as “next-gen geofencing.”In addition to more accurate location, Bairstow said that the company is building a better venue database as a by-product of its approach. He asserted that 40 to 50 percent of venue locations in third party databases today are currently not good enough to do store visitation metrics and competitive analytics. This is especially true for smaller footprint locations (e.g., Starb…

3 ways artificial intelligence is transforming B2B marketing

We’re just a couple of months into 2017, and you may already be sick of hearing about the latest overhyped marketing trend: artificial intelligence (AI). Before you sigh and think, “Really, another one?” let’s take a few minutes to explore how this trend will actually translate into results for your company.AI’s promise for B2BAI can mean a lot of things, from self-driving cars to Siri and Spotify. But basically, AI is really about taking basic tasks that humans do and automating them.And since there are a lot of hands-on processes in B2B marketing, there’s a big opportunity for AI to make an impact. Here are just three areas where AI is already making a difference….[Read the full article on MarTech Today.]

via Marketing Land

Case study: location data outperforms online signals as e-commerce targeting tool

Location data platform PlaceIQ and mobile messaging tool AppBoy have teamed up. In the context of their announcement the two companies showcased a case study with retailer Urban Outfitters. The noteworthy aspect of the case study is that offline location data were used to target audiences online — for e-commerce purposes.The result: location data from PlaceIQ outperformed online signals alone, ordinarily used by the company for audience and e-commerce targeting. I spoke to PlaceIQ CEO Duncan McCall about the case study.While marketers are increasingly aware of the value of offline data for digital attribution and competitive analytics, they’re less aware that location data can help build online audiences that are more reliable than conventional online signals and behavioral targeting alone.McCall said that Urban Outfitters saw increased e-commerce conversions of 75 percent and revenue increases of 146 percent during the test. The company was initially skeptical of these results and so…

How to keep your app users from dumping you

Rejection stinks — especially after what you thought was a good first date. Yet in the world of marketing and apps, getting dumped is all too common. There has been a fundamental shift in the way users think, as well as the way they engage, thanks to mobile.Back when apps were first launched, people were enthralled by the excitement of what their devices had to offer. Weather updates at your fingertips? Movie tickets with the tap of a finger? In those days, mobile experiences seemed to meet a person’s wildest expectations.Fast-forward a decade and we’ve seen dramatic advances in technology, so much so that our expectations grew — yet businesses just can’t seem to keep up.It’s nearly impossible to ignore the mobile takeover. But in the last year, we’ve reached a tipping point.2017 marks 10 years since the iPhone debuted, however, too many brands hastily entered the mobile app space without giving enough thought to strategy or execution. Instead of tapping into user data and tailoring m…

Twitter’s Custom Profiles signal when DMs with brands’ bots are handed to a human

For all the talk of artificial intelligence, chat bots aren’t that smart. Brands are increasingly automating their customer services channels on social networks like Twitter and Facebook Messenger, but brands’ bots can’t handle all customers’ inquiries, leading to awkward mid-conversation handoffs to a human customer service representative. So Twitter has come up with a way to signal when the switch is being made.Twitter is rolling out Custom Profiles that marketers can use to indicate who is sending a specific direct message from a brand’s account. They are basically the equivalent of an email signature for Twitter DMs. Custom Profiles are only available to verified brand accounts, and those accounts must apply for access by filling out this form.Custom Profiles swap out an account’s default profile photo that’s normally attached to a DM with a new photo and a line of text below the DM that represent who’s behind a specific message. The additional text can include standard letters an…

Google brings emoji back to the SERPs 😍🙌💯

Google has revealed that emoji  will once again show up in search results snippets, reversing a decision taken in 2015 to remove the characters from its results.Further context was added with the announcement that emoji will appear “where relevant, useful and fun,” and we can expect to see more of them in future. This will apply to both desktop and mobile results.A search for something as on the nose as [emoji] reveals how we can expect some results to look:Why has Google made this decision now, how prevalent will emoji become in search results, and should marketers already be trialling this latest development?Google and emoji: A brief historyEmoji are pretty much everywhere nowadays, and their uptake as a form of communication is not surprising. Our brains process visual information 60,000 times faster than text, plus they come with the intrinsic benefit of circumventing language barriers. Moreover, they’re pretty fun.Advertisers, of course, have sniffed an opportunity to connect wit…

Beyond the ad: How to incorporate purposeful mission into brand practices

Airbnb’s recent Super Bowl commercial, created in three days and including no more branding than an end-card icon, flaunted a company comfortable with its mission. The ad, focused on diversity and inclusivity, and released alongside a more specific email to Airbnb customers, introduced a brandwide program created to provide housing to refugees.Airbnb isn’t the first brand to take a side during the new Trump presidency. As Marketing Land’s Greg Sterling recently pointed out, it’s incredibly difficult at present for brands to avoid taking a political stance.Some less careful organizations such as Budweiser, Uber and L.L. Bean have inadvertently entered the political fray. Budweiser felt political heat after its Super Bowl ad, which featured a mini-biopic of the company’s German-immigrant founder, hit a nerve for some supporters of Trump’s recent refugee and immigration ban. However, Budweiser denied claims that its message was meant to be political. #DeleteUber was certainly not a brand…

Dovetale launches tool for automatically finding influencers through photo-matching

To build a marketing campaign employing influencers, a brand first must find the right ones.Usually, brands locate influencers by searching through their textual posts, their specialized topics, their number of followers, their previous campaigns or similar text-and-number factors.This week, influencer tool provider Dovetale is launching a recommendation tool that lets brands find influencers through image-matching. Founder Mike Schmidt told me that this was the first of its kind.[Read the full article on MarTech Today.]

via Marketing Land

Pegasystems’ new AI-powered Self-Service Advisor wants to be your informational concierge

Online self-service is great, in theory. In practice, it often means you’re spending way too much time trying to find the answer to your question.Customer engagement platform Pegasystems is hoping to change that, with the launch this week of its artificial intelligence (AI)-powered Self-Service Advisor for desktop and mobile web sites.Installed with a line of code, it tracks behavioral patterns of anonymous users and displays the kinds of links and info they may really want. For identified users — who are logged in or who have logged in previously and received a tracking cookie — it can also draw upon information in Pega’s customer relationship management (CRM) system.[Read the full article on MarTech Today.]

via Marketing Land

Brand TLDs vs .com (part two): How can brands benefit from a .brand domain?

In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands have applied for them, and why they might be important.Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.Content produced in association withNeustar.Recap: what brands are doingTech powerhouse Google has brought together content from more than 19 existing blogs under one roof at, and this site is now Google’s corporate blog. It has also rolled out, which hosts information about the company’s environmental and sustainability work, as well as its future goals.Financial services brands have followed suit, with the homepage of UK bank Barclays, for example, now found at instead of the historically used URL. Statistically, more than half of all brand TLDs fall into either financial or technology verticals.Other recognizable brands including Canon have…

43 Tasks Every Blogger Can Outsource To Be More Productive

Stop trying to do everything alone.Being a jack of all trades could actually make you less productive.There are many different things we need to do as a blogger & a marketer, and we can only be in one place and doing one thing at a time.For serious bloggers, you need to outsource several tasks immediately to save time and increase output. Getting professional hands on some of your work will give you better results and help you earn you more money in the long run.There’s nothing truer than the words of D. C. Moody:I’d rather get ten men to do the job than do the job of ten men.”When outsourcing work, don’t make one man do the work of thirty people since you wouldn’t be able to do that yourself.Instead, try to get as many competent hands as possible to outsource the tasks to (within the realm of your budget), with each individual handling his/her area of specialization.43 Tasks You Need To Outsource To A Virtual AssistantHere’s a breakdown of the various categories of tasks you can…

Marketing Day: Walmart’s e-commerce growth, a Snapchat guide & YouTube audits

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:[Reminder] Live Webinar–Tips for better brand/agency creative collaboration
Feb 21, 2017 by Digital Marketing Depot
We all know the creative process is challenging. Its non-linear nature often causes frustration, delays, unplanned expenses and burned-out creative teams. Join brand expert Lesya Lysyj and Hightail’s Chief Operating Officer Mike Trigg as they explore the hidden costs of a broken creative process and provide best practices for better creative collaboration.Walmart reports 29% growth in US e-commerce
Feb 21, 2017 by Matt McGee
In Q4 earnings, company also promises continued effort “to become more of a digital enterprise.”Report: Android app eCPMs beat iOS for first time in Q4
Feb 21, 2017 by Ginny Marvin
Android eCPMs jumped 79 percent year-over-year in Q4 2016.Dos and don’ts of PPC advertising for universities
Feb 21, 2017 by Paul…

[Reminder] Live Webinar–Tips for better brand/agency creative collaboration

We all know the creative process is challenging. Its non-linear nature often causes frustration, delays, unplanned expenses and burned-out creative teams.Join brand expert Lesya Lysyj and Hightail’s Chief Operating Officer Mike Trigg as they explore the hidden costs of a broken creative process and provide best practices for better creative collaboration. You’ll learn:how to meet deadlines without sacrificing creative quality.simple ways to keep disparate teams on the same page.common causes of miscommunication between brands and agencies.Register today for “Creative is Complicated: Tips for better brand/agency collaboration,” produced by Digital Marketing Depot and sponsored by Hightail.

via Marketing Land

Walmart reports 29% growth in US e-commerce

Walmart’s recent focus on digital commerce appears to be paying dividends.In its Q4 earnings today, the company has reported 29 percent growth in U.S. e-commerce sales, and a 36 percent jump in gross merchandise volume (GMV). That includes sales data from last year’s acquisition, as well as online grocery sales.In today’s earnings call, the company also touted several other e-commerce successes:Walmart now has more than 35 million SKUs — more than quadruple the number Walmart had at the beginning of the year, according to CEO Doug McMillon.More than 70 percent of’s traffic on Black Friday and Cyber Monday was mobile.Pickup Today, Walmart’s shop-online-and-pickup-in-stores program, grew by 27 percent over last year.“Rapid advances in technology mean we need to become more of a digital enterprise,” McMillon said today, “and that’s what we’re doing.”On the call, McMillon also said Walmart’s recent launch of free, two-day shipping has already led to “a nice uptick” in …

Report: Android app eCPMs beat iOS for first time in Q4

The advertising revenue engine of Apple’s app ecosystem has longoutpaced Android. Yet, iOS’s monetization dominance has shown signs of vulnerability, and a new report points to further cracks.In Q4 2016, Android app eCPMs surpassed those of iOS apps for the first time since PubMatic began tracking it two years ago, the company reported in its Quarterly Mobile Index Report, an analysis of mobile impression data through its platform, SEVEN.Android app eCPMs increased by 79 percent in Q4, and saw at least double-digit growth in each of the previous quarters in 2016. Apple iOS app eCpMs rose by 5 percent in Q4.Android app eCPMs grew significantly in all regions, while iOS apps saw eCPMs dip 5 percent in the America’s. The EMEA is the strongest region of revenue growth for apps on both platforms, with eCPMs up 110 percent for Android apps and 70 percent for iOS apps.Source: PubMatic Ad inventory on Android apps also caught up with iOS in 2016 and is on pace to exceed iOS app monetized inven…

Dos and don’ts of PPC advertising for universities

If you’re a marketing manager of a post-secondary education institution (or a PPC agency working on its behalf), then you already know that universities, colleges and similar organizations present specific challenges (and opportunities) for online advertisers.Over the years, my advertising agency has had the pleasure of working with a number of these institutions, and we’ve learned (sometimes the hard way!) some important lessons.Here are a few dos and don’ts of running PPC advertising for the education vertical market….[Read the full article on Search Engine Land.]

via Marketing Land