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Showing posts from February 23, 2017

7 ways small retailers can compete with retail giants using Google Shopping

To a small niche retailer, it can seem daunting (almost pointless) to invest too heavily in Google Shopping. After all, how could you ever compete with the major players who have far more money, products and people than you do?Well, the good news is, it is possible to be competitive in Google Shopping as a small business. In fact, done right, Google Shopping can actually be the most effective digital advertising platform in terms of Return on Ad Spend (ROAS).Here are the top strategies for success as a small to medium-sized retailer in Google Shopping.[Read the full article on Search Engine Land.]

via Marketing Land

On a buying spree, Hootsuite adds analytics provider LiftMetrix

In its second acquisition announcement in two weeks, social media management platform Hootsuite said this week that it has purchased social analytics provider LiftMetrix.The Vancouver-based Hootsuite said the addition of New York City-based LiftMetrix will help social media marketers understand something they don’t currently: return-on-investment. The difficulty of measuring ROI has been a frequent complaint from marketers since the dawn of social marketing, since the impact can be diffuse and difficult to trace.Hootsuite pointed to Duke University’s The CMO Survey, which showed that social media marketing budgets have increased 234 percent over the past seven years, but only about a fifth of marketers can demonstrate the specific impacts.[Read the full article on MarTech Today.]

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Tru Optik now allows identified customer data for OTT TV ad targeting, through LiveRamp

Data provider Tru Optik has been busily assembling the ability to target Over-The-Top (OTT) TV audiences with the kind of data that is commonly used by online advertisers.Toward that aim, the Stamford, Connecticut-based company launched last August its OTT Data Cloud, which it said was the first of its kind. Guided by the company’s Data Management Platform, it is intended to target ads on OTT TV programs via behavioral, demographic and purchase data. OTT TV is online-delivered video that is seen through smart TVs, gaming consoles or connected devices like Roku.The OTT Data Cloud combines anonymized data from a variety of sources, such as Experian Marketing Services, so that a brand or agency can, for instance, marry household income with data about whether a particular household is in the market for a given product category, or with data about whether that household has children.This week, Tru Optik is adding Acxiom’s LiveRamp to its mix.This addition, Tru Optik CEO Andre Swanston tol…

Brainshark, Highspot join their products into ‘only complete sales enablement solution’

It’s difficult to imagine or remember a time when salespeople went into the field, armed only with the brochures or printouts they could carry.Now, they can choose from a wide variety of digital sales tools. This week, two of those tools are coming together into a new integration that they say offers something new.Waltham, Massachusetts-based Brainshark is known for providing sales skills and training, coaching, content curation and publishing, while Seattle-based Highspot has focused on organizing, finding, customizing, sharing and analyzing sales content.Now, the two companies are announcing an integration that encompasses all those functions. They unveiled a strategic partnership back in October, and today they are showing the first implementation.[Read the full article on MarTech Today.]

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LinkedIn Ads: How to target your ideal prospect, every time

LinkedIn Ads is the undisputed king of targeting professionals in the world of advertising, and it does it at scale.In an ideal world, we’d love to simply target by job title and know that we would reach everyone who’s relevant. The issue that comes into play is profile completeness.Profile completenessLinkedIn, like any social network, struggles with profile completeness. This is because it relies on the user to volunteer information about himself/herself.For instance, if you expect to reach 100 percent of the possible CMOs on LinkedIn by using the job title “CMO,” you’re going to be disappointed. Similarly, if someone neglects to join any groups, then they’ll be ineligible to be targeted through Groups targeting.Because of the inherent weakness in relying on users to provide all of their information accurately, I recommend combining multiple types of targeting around the same persona. This manifests itself as multiple campaigns targeting the same type of person in your LinkedIn Ads …

Facebook opens mid-roll ads to more Live broadcasters, starts non-live test

Facebook is opening up its video ad revenue stream to more publishers and creators, though it’s not giving advertisers any more control over or insight into which videos include their ads.On Thursday Facebook extended the ability for certain Pages and Profiles to insert mid-roll video ads within their Facebook Live broadcasts, and at the same time the company officially announced that it has started testing these mid-roll ads, which it calls “ad breaks,” within non-live videos, as was reported last month. Facebook also expanded in-stream video ads to all eligible publishers in its Audience Network ad network of third-party apps and sites.Facebook has been testing mid-roll ads within Live videos since last August, and now it’s opening up that test to more Pages and Profiles that will get a cut of Facebook’s revenue from ads appearing within their broadcasts. Facebook is also opening up with more details of what’s required before a Page or Profile can run an ad within a live stream on t…

5 tips for sending an email blast without getting blacklisted

Email blasts can be effective, but only when executed properly. When email blasts are mishandled, brands risk being blacklisted by Internet Service Providers (ISPs) like Google or Yahoo; recipients either mark the messages as spam or the messages don’t meet the ISPs’ authentication requirements, among other factors.I’ve written before about the dreaded blacklist and how to decrease your risk of getting blacklisted from the inbox. Getting blacklisted not only damages your sending reputation, but it also decreases engagement with the subscribers who want to receive messages from that specific brand.Before sending email blasts, marketers should put in the time and resources to ensure maximum efficiency. Below are five tips for sending blasts that will help ensure your email marketing messages get delivered to the most engaged recipients and keep brands off the blacklist.1. Check your blacklist status regularlyMarketers don’t always automatically receive notifications when they’ve been bl…

Facebook, Google the global app-install leaders, but Twitter wins for retention

AppsFlyer has issued its latest report analyzing the performance of app-install advertising platforms in terms of volume and retention. The data and rankings are global and based on data from the second half of 2016.To generate its rankings, the company looked at roughly 6 billion app installs across geographies: North America, Western Europe, Eastern Europe, Asia and Latin America. Overall Facebook delivered the most app-install volume, followed by Google AdWords. While both had solid retention scores they were beaten in that category by Vungle, Twitter and AppLovin.Retention was calculated on the basis of a 30-day window: initial app launches vs. active users at the end of the period. AppFlyer also controls for fraud in its rankings.There are a range of figures in the market but Localytics has found an app retention rate of just over 40 percent after 30 days. That drops to 25 percent on average after 90 days. Separately, AppBoy had a much lower figure: below 5 percent after 45 days.…

Survey: Snapchat is a fleeting hobby and ads don’t stick

A recent survey released by Fluent, an people-based marketing platform, may show that Snapchat’s peak could be coming to an end. The survey consisted of 3,327 adults over the age of 18 in early February with interesting results.Of importance was the possible fleeting impact of Snapchat. Some key findings:Nearly half of the people answering the survey (who are not necessarily Snapchat users themselves–only 24.2% of total respondents use the service) think Snapchat is just a fad (47.9%). The younger demographic skewed more heavily toward Snapchat’s longevity (68.8% between 18-24 think it will stick around) while 45.2% of those 55 and over felt that it has a long life ahead.The media sharing network is naturally most popular among the younger age bracket. Nearly 78% of users 18-24 use Snapchat at least daily, with 2/3 of those using Snapchat “all the time.” Among older Snapchat users 55+, 43.8% reported to use it daily (31.3% used it “all the time.”)That said, even though it is popular f…

What distinguishes conversion optimization from good design?

Good design, the thinking goes, will naturally increase conversion rates. Will it? This is the “best practices” approach to optimization. It’s a practice that we stopped doing five years ago. A/B testing humbled us, demonstrating that what worked for one website often hurt another.Is conversion optimization necessary as a stand-alone industry? Based on the growth of conversion optimization services, the answer would seem to be a resounding, “Yes.”But those of us who have built and grown conversion optimization businesses can’t rest on our laurels. Things change as industries mature, and the conversion optimization “industry” has changed a lot since I started blogging about it in 2006.Let’s not go down that pathMy concern is that the collection of practices and disciplines called conversion rate optimization, or CRO, will devolve into the horror show that the SEO industry became.For years after the idea of gaming Google became mainstream, SEO agencies took customers for wild and disapp…

Hotel SEO: Five steps to optimizing hotel deals and listings

Effective SEO is important to the visibility of any hotel online.To improve the traffic to your hotel website, leading to more revenue for your business, every hotel must ensure that they are properly set up to be visible on search engine results pages (SERPs).SEO allows your hotel to improve in search engine rankings and display your website higher up in the SERPs. According to statistics from Chitika:“Sites listed on the first Google search results page generate 92% of all traffic from an average search. When moving from page one to two, the traffic dropped by 95%, and by 78% and 58% for the subsequent pages.”Apparently, if your hotel does not appear on the first page of a search engine, the likelihood of your hotel being found is less than 6%.The benefits of SEO for hotelsThe benefits of optimizing your hotel for search include:Keeping your hotel ahead of the competitionEstablishing your hotel credibilityImproving hotel customer loyaltyIncreasing hotel brand awarenessIncreasing hot…

All new! B2B Marketing Automation Platforms Marketer’s Guide updated for 2017

The latest edition of MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software into your business.This 44-page report is your source for the latest trends, opportunities and challenges facing the market for B2B marketing automation software tools as seen by industry leaders, vendors and their customers.Included in the report are profiles of 13 leading B2B marketing automation vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.If you are a B2B marketer looking to adopt a marketing automation software platform, this report will help you through the decision-making process. Visit Digital Marketing Depot to download your copy.

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Marketing Day: Hyperlocal marketing, Twitter’s Custom Profiles & Instagram news

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:Will my organic rankings suffer if I don’t have a blog?
Feb 22, 2017 by Stephanie LeVonne
A blog can be a major investment, but the SEO benefits can make it worth the effort. Columnist Stephanie LeVonne makes the case for why blogging works to improve search visibility.Hyperlocal marketing will soar in 2017: 5 tips to stay on top
Feb 22, 2017 by Jim Yu
As mobile continues to grow, consumers are conducting more searches with hyperlocal intent — and Google is refining its results in response to this trend. Columnist Jim Yu explains how local businesses can optimize for this hyperlocal reality.Skyhook announces ‘next-gen geofencing’ based on global WiFi database
Feb 22, 2017 by Greg Sterling
The company says it has developed a more accurate methodology for store visitation measurement.3 ways artificial intelligence is transforming B2B marketing

Will my organic rankings suffer if I don’t have a blog?

A client wants to develop a content strategy so they can rank for more keywords but isn’t sure if they can muster the resources to create a blog. Sound familiar?When budgets are tight, it’s often tempting to put more money behind your paid media campaigns; after all, you can actually see which ads and optimizations are generating the most revenue each month.Earned media is not so cut-and-dried. However, creating and developing blog content should be regarded as a long-term investment. And as any good financial advisor will tell you, it’s best to start saving early. There is evidence to suggest that investing in a blog today will pay dividends for years to come.[Read the full article on Search Engine Land.]

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