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Showing posts from March 9, 2017
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A technical argument for quality content

Those who know me know that I’m primarily a technical SEO. I like on-site content optimization to be sure, but I like what I can measure — and now that keyword densities are mostly gone, I find it slightly less rewarding during the process (though equally rewarding via the outcome).For this reason, I’ve never been a huge fan of the “quality content is awesome for rankings simply because quality content is awesome for rankings” argument for producing … well … quality content.Quality content is hard to produce and often expensive, so its benefits need to be justified, especially if the content in question has nothing to do with the conversion path. I want to see measured results. The arguments for quality content are convincing, to be sure — but the pragmatist in me still needs to see hard evidence that quality content matters and directly impacts rankings.I had two choices on how to obtain this evidence:I could set up a large number of very expensive experiments to weight different asp…

How to turn off ad tracking in Google, Bing and Yahoo!

We all know that our favorite search engines track and collect a lot of data about us in order to personalize our experience the results – and the ads – that they serve us.But that kind of tracking might not always be welcome, especially when it means that you have ads following you around the internet from a site where you bought a gift for a friend once, or for pregnancy products months after you’ve given birth. Or maybe you just don’t like your data being collected and used in this way.Luckily, there is a way to get rid of them, as long as you know where to look.Note that these methods won’t stop Google, Bing et al from showing you ads altogether, but they will keep them from using your profile information and online activity to target ads at you.GoogleFirst, navigate to myaccount.google.com, which can also be accessed from the Google homepage by selecting the little ‘grid’ icon in the corner next to ‘Images’, and selecting My Account.Under ‘Personal info and privacy’, select ‘Ads …

Why email is taking center stage in marketing innovation

Most marketers plan to maintain or increase their investments in marketing innovation this year. But here’s the catch: They’re hedging their bets by expanding innovation in reliable channels like email rather than rolling the dice on unproven marketing tactics.Email marketing is a prime target for innovation in 2017Marketing innovation is a top priority for marketers this year, according to “The 2017 Yes Lifecycle Marketing Channel Report” (registration required) from Yesmail, my employer.Across the board, we’re seeing a renewed emphasis on marketing as a driver for growth. Nearly all marketers (99 percent) reported that they will either increase or maintain their marketing budgets in 2017 — and a large share of these resources will be devoted to innovative tactics and technologies.The push for innovation is particularly evident in marketers’ planned spending targets. For example, technology innovation ranks as the most important consideration in the selection of a cross-channel marke…

A healthier, happier social presence: Tips for health care marketers in 2017

The health care industry may be at the cutting edge of medical science, but it has faced unique challenges in adopting social media. While airlines are fielding customer comments (and complaints) and restaurant chains are forging one-on-one relationships with guests, hospitals and pharmaceutical companies are both highly regulated and concerned (for good reason!) with customer trust.That being said, there is some movement toward social, and it offers an exciting glimpse of what’s coming. For one, consumers will have personal and ongoing relationships with hospitals, which will, in turn, become online resources for their communities.Social media will also become a valuable source of data for those companies that know how to listen to it. These industries are now finding innovative ways to not only reach their communities virtually, but to serve them there as well.Beyond the bedsideTake a look at the Twitter feeds for Mercy Health System and the Mayo Clinic (plus its other handles, cove…

Optimizely expands its experimentation platform to OTT TV

Optimizely is extending its “X” product line to support experiments in over-the-top (OTT) video with a new tool appropriately called Optimizely X OTT. It’s an expansion of what the company calls its “Experimentation Platform,” which was announced in September and saw Optimizely move beyond A/B testing for web and mobile.In Wednesday’s announcement, Optimizely said X OTT will help marketers and publishers keep up with the shift toward online video and OTT.Media companies can experiment to find the right balance of ad exposure and viewer engagement, or optimize the signup experience to minimize friction. Companies with a mobile app and OTT app can find the optimal length of video to surface on each type of device, or determine whether certain categories of content work better on each. In other industries, a travel company could create an app that delivers trailers for different destinations, while a retailer could create an app that increases foot traffic to retail stores.As part of its…

Three reasons for companies to consider using .brand TLDs

On February 28, 2017, ClickZ Intelligence presented the webinar ‘Still using .com? Here’s why 50% of all Fortune 500 companies are about to use .brand’ in association with Neustar.This article has been adapted from a post originally published on our sister website ClickZ.When asked why they were investigating the possibilities of .brand domains, more than 60% of attendees of the webinar answered that they wished to improve search engine marketing. Forty-three percent reported they wished to improve the customer experience.So how can the adoption of .brand domains achieve these goals as well as alleviate other issues facing digital today?Tony Kirsch from Neustar, Matt Dorville from Major League Baseball, and Katie Hankinson of VaynerMedia explored the use of .brand domains and their potential to improve the customer experience, advertising effectiveness, and overall long-term brand health..brand domains are being adopted by many of the top brands in the worldCurrently there are approxi…

Video: See how Facebook inserts mid-roll ads in non-live videos

Of course the first time I find an ad interrupting a video on Facebook would happen while watching a video titled “No pants in court.”The video, about a Kentucky judge berating the local jail for sending a defendant to her courtroom sans pants, posted by millennial-centric news publisher Mic appears to be part of the test Facebook announced last month that it would start slotting mid-roll ads within non-live videos and split the revenue with the publisher.Here is what I saw when I came across a Facebook ad break (to see for yourself, Mic’s original video is embedded at the bottom of this article). Other than the novelty of an ad interrupting a Facebook video, there isn’t much surprising about the ad break, at least not for anyone who’s been following the news of Facebook’s plans since January.Is the video at least 90 seconds long? Yes, barely.Does the ad appear after the video has been playing for at least 20 seconds? Yes, I got a whole 60 seconds of ad-free viewing.Is the ad no longer…

6 steps to creating high-converting native ads

Reaching your target audience and gaining traction and interest with native ads is far more complex than simply slapping up an ad that will integrate with a medium. Make sure your native ads are working for you. With the threat of ad blocking, creating native ads the right way is growing in importance.According to industry research, if ad blocking remains at its current level across the board, publishers will lose $35 billion by 2020. One of the best ways publishers and marketers can combat this hold on digital advertising is to branch into native ads with content that’s done correctly. But how?Follow this simple, six-step guide from Experts Exchange to learn how to create successful native ad campaigns. Visit Digital Marketing Depot to download your copy.

via Marketing Land

Marketing Day: Bot-to-bot marketing, top 10 ads on YouTube & Google Home vs Amazon Echo

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:Salesforce opens its Einstein AI layer to all customers
Mar 8, 2017 by Matt McGee
Spring product announcements also include launch of new Einstein Vision platform with image recognition capabilities for developers.Bot-to-bot marketing is coming soon. Are you ready?
Mar 8, 2017 by Barry Levine
Martech’s future isn’t only about bots and agents talking to consumers. Here’s what it means when they start talking to other bots and agents.Hyundai tops a Super Bowl-heavy list of YouTube’s most popular ads from February
Mar 8, 2017 by Amy Gesenhues
Of the 10 most-watched YouTube ads last month, nine were Super Bowl spots.3 free AdWords testing tools to adopt today
Mar 8, 2017 by Todd Saunders
Columnist Todd Saunders discusses the importance of data-fueled decision-making with regard to ad copy and suggests a few tools to help you test and optimize your…

Salesforce opens its Einstein AI layer to all customers

Salesforce has unveiled its latest set of product updates and delivered on its promise to bring Einstein, its artificial intelligence (AI) layer, to all Salesforce customers.First announced last fall, the Einstein AI layer has been in use by select Salesforce customers like Air France, US Bank and others. Today’s announcement opens it to millions of Salesforce customers across the company’s various “Cloud” platforms. Here’s how the company explains what Einstein can do in today’s news release:Unlike general AI platforms that require extensive customization and armies of data scientists, Einstein democratizes AI with state-of-the-art algorithms built directly into the Salesforce Intelligent Customer Success Platform and is delivered through the apps and workflows that millions of CRM users rely on every day. Powered by advanced machine learning, deep learning, predictive analytics, natural language processing and smart data discovery, Einstein delivers intelligence directly within the…

Bot-to-bot marketing is coming soon. Are you ready?

Amazon Echo, housing the Alexa intelligent agent In the past year or so, a new marketing channel has emerged around bots and intelligent agents.This includes voice-based intelligent agents like Google Home’s Assistant or Amazon’s Alexa, and chatbots that interact largely through text conversations. Marketers are beginning to plan their conversational strategies and logic for this channel.But another channel — maybe it should be considered a sub-channel — is about to emerge. It’s when the bot or agent, fulfilling the needs of the human user, is interacting with another bot or agent instead of searching the web, or a knowledge base, or a profile.Just when you thought digital marketing strategy had reached its stasis, we may be in for another major reinvention.In a few years, ArcTouch Chief Experience Officer and founder Adam Fingerman predicted, “most interaction will be conversational.” His company develops apps — and now bots — and he’s conducting a session on “Bot-to-Bot Marketing” at…

Hyundai tops a Super Bowl-heavy list of YouTube’s most popular ads from February

Nine of February’s top 10 YouTube ads were Super Bowl spots, with Hyundai ranking No. 1.The automotive brand’s “A Better Super Bowl,” a live video featuring US military personnel that aired in the first commercial break immediately following the game, generated 26 million views for the month.The only non-Super-Bowl ad in the top 10 list was The New York Times “The Truth Is Hard” commercial that edged in at No. 10.Of the nine Super Bowl spots that made last month’s ad leaderboard, seven of them ranked in YouTube’s top 10 Super Bowl ads released the day after the game: Hyundai, Budweiser, Kia, Mr. Clean, T-Mobile, Audi and 84 Lumber.Honda and Nintendo’s Super Bowl spots didn’t win enough views to make the first list, but both earned enough popularity throughout the duration of February to rank No. 8 and No. 9 by the end of the month.Netflix, Tide and Bud Light (which ranked No. 2 the day after the Super Bowl) made YouTube’s top 10 Super Bowl ads list but lost their momentum during the m…

3 free AdWords testing tools to adopt today

As advertisers, we can’t afford to ignore data in our decision-making.Since you probably just sighed a little bit or rolled your eyes at that sentence, here are four facts that reveal why ignoring data is like ignoring the fact that you are currently on fire:1. Online advertising is getting more competitiveSince AdWords and other PPC platforms are auction marketplaces, or “pay to play” channels, more players means more money needed to play.Each year, the Internet Advertising Bureau (IAB) and PwC releases their “Internet Advertising Revenue Full-Year Report,” which compiles revenue data from companies that sell online advertising. Their most recent full-year report, from 2015, shows annual revenues for these companies growing steadily year over year since 2009, with a compound annual growth rate (CAGR) of 17 percent over the past 10 years.Internet advertising revenue per year, 2005–2015. Source: “2015 Internet Advertising Revenue Full-Year Report” by PwC & Interactive Advertising B…