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Showing posts from March 21, 2017

Google thaws (a little) on defamation cases

Google’s recent freeze on granting defamation removal requests has thawed a little. Even so, the company’s actions around harmful and dishonest items attacking the reputations of individuals and organizations continue to be mystifyingly inconsistent.In this column, I’ll share some facts and thoughts on how defamation victims should proceed given the current environment.Before I start, let me first take a moment to disclose that I work in the online reputation management field. In my previous article on this subject, one online pundit claimed that I’d failed to disclose that I do so “in the normal place for such disclaimers,” though I mentioned working on such cases in the text of the column.While this critic did not point out anything that I had written that was erroneous, he implied that my points should be either discounted or suspect because I work to help people manage and repair their reputations online.Actually, despite my somewhat passionate railing against Google on behalf of …

5-year trends in artificially intelligent marketing

Artificial intelligence has been making headlines over the last 12 months in domains like health care, finance, face recognition and more. Marketing, however, doesn’t seem to be getting the same kind of coverage, despite major developments in the application of AI to marketing analytics and business intelligence.Five or 10 years ago, only the world’s savviest, most heavily funded companies had a serious foothold in artificial intelligence marketing tech. As we enter 2017, there are hundreds of AI marketing companies all over the world (including some that have gone public, like RocketFuel). These companies are making AI and machine learning accessible to large corporations and SMBs (small and medium-sized businesses) alike, opening new opportunities for smarter marketing decisions and approaches.Over the last three months, we surveyed over 50 machine learning marketing executives (email registration required for the full report data) to get a sense of the important trends and implicat…

What happens when Google pushes into branding and messaging?

If you’re in the business of marketing, you know how important branding is to your clients. And this is true whether it’s a print campaign, direct mail campaign, email campaign or pay-per-click (PPC) campaign. No matter which marketing channel you use, you and your client want tight control over the look and feel of your marketing collateral.Branding is so important for my PPC clients that my team will spend hours upon hours on images and messaging — and reviewing these with clients — to make sure they’re perfect before launch.Which is why the thought of Google inching into PPC branding makes me incredibly nervous.Are automatically generated PPC ads any substitute for personal, hands-on creation, review and approval?To find out, let’s take a closer look at two recent AdWords initiatives: responsive ads and Ads Added by AdWords.[Read the full article on Search Engine Land.]

via Marketing Land

Google announces new brand safety controls for display & video advertisers

A day after Matt Britton, Google’s EMEA head of operations, apologized for advertisers’ ads appearing adjacent to extremist content — after a stream of advertisers announced they were puling ad from Google’s ad networks — the internet giant’s chief business officer announced new brand safety controls.As Marketing Land has reported, the Google Display Network includes many extremist sites propagating right- and left-wing ideologies, hoaxes and misinformation. The company updated its policies to address mirepresentative sites in November but did not address brand safety concerns of ads appearing alongside extremist content and misinformation.Philipp Schindler, Google chief business officer, wrote that as of Tuesday, the company is “taking a tougher stance on hateful, offensive and derogatory content. This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to tak…

What is the GDPR, and why should martech care?

Privacy is a complex issue, and opinions on the subject often depend on the perspective it is viewed from. I’m a passionate privacy officer, and among my peers, the conversation tends to focus on privacy regulations. But as the company I work for provides technology to the digital advertising community, I live with one foot in in the marketing world, too.While martech is booming, the ad hoc growth of the industry — sliced and diced by countless intermediaries from demand-side platforms to ad exchanges, all performing specific technical functions — has created a lack of transparency.The industry is already subject to suspicion from consumers for using mysterious and magical technologies that enable advertisers to serve them relevant advertising for products they are looking for, at precisely the right time. While the public may be wary of practices they do not understand, they do enjoy the benefit martech creates: the ability to freely roam the internet without continually clashing int…

How to harness the power of Facebook Local Pages to drive in-store sales

Your brand might be doing an excellent job of maintaining your main Facebook Page, but you may have overlooked the deeper, more personal interactions happening on your Local Facebook Pages. Due to the rising use of mobile phones, Local Pages have five times more reach than national Facebook pages and eight times more impressions.Today, there are more than 60 million active Business Pages on Facebook, and 78 percent of local mobile searches result in offline purchases. With the right tools, you can drive more sales by directing users to your in-store locations.Maximize the benefits of FacebookLocal Pages are the future. Not only do they impact customer acquisition and retention within Facebook, but they also play a major part in search engine rankings by providing strong engagement and rating signals.In order to maximize this benefit and increase your presence on Facebook you must:claim all your pages and integrate those created by non-affiliated users.clean existing pages by ensuring …

The SEO benefits of using WordPress to publish your content

Creating and launching a fully-fledged website is not enough to get your brand noticed by itself.In order to improve your online visibility, you will need to carry out SEO (search engine optimization) practices.If you want to achieve a higher ranking on Google and other search engines, you’ll need to get serious about search engine optimization. Luckily, if you use WordPress as your Content Management System (CMS), there are a number of in-built features that make optimizing your content for search significantly easier.So what is it that makes WordPress such a strong platform for SEO? Let’s take a look.1. Permalink StructurePermalinks are the permanent URLs for your web pages, posts, categories and tag archives. It is the web address used to link to your individual blog post and web page. By default, permalinks look something like this: structure makes it difficult for search engine crawlers to read and index your web pages and posts. That means you will nee…

Instagram opens shoppable organic posts to more businesses in the US

Now more marketers can set up shop on Instagram without cutting the Facebook-owned photo-and-video app a share of the proceeds.After testing shoppable organic posts with 20 brands since November 2016, Instagram is opening up the feature so that more businesses in the US can augment their photos with product information and links to buy the items on their sites. The company is also introducing a self-serve tool to make putting a product up for sale as easy as tagging a friend in a photo.Starting today, any apparel, jewelry or beauty brand in the US that has uploaded its product catalog to Facebook can apply to use Instagram Shopping. Instagram’s sales team will also pick out some marketers to use the feature, and Instagram will work with companies like Shopify and BigCommerce to bring brands using their e-commerce tools on board as well. As with the test phase, there is no money changing hands between brands and Instagram, and brands are only able to enable shopping in posts with a sin…

New: LinkedIn’s Matched Audiences will target ads based on people’s web browsing, email addresses

LinkedIn continues to cross off the checklist for assembling a modern digital advertising business after pressing reset a year ago.Later this year LinkedIn will once again let businesses target the people who visit their websites with ads on the Microsoft-owned, business-centric social network. On top of re-adding website retargeting — which is already offered by Facebook, Google, Twitter and Pinterest — LinkedIn will also enable business to target ads based on people’s email addresses, as its aforementioned rivals already do.LinkedIn’s plans are detailed in a presentation published to the company’s Marketing Solutions site as well as videos posted to the division’s YouTube channel. Manny Rivas from digital ad targeting firm Aimclear brought the YouTube videos to our attention earlier on Monday.“Matched Audiences is a natural evolution of our Marketing Solutions business and we’re currently testing it with key customers. We’ve spent the last few years heavily investing in our infrastr…

How to scale content creation for social and digital channels

Content demands have risen exponentially, driven primarily by changes in consumer tech adoption.This white paper from Flashstock helps you understand what you need to know about the content economics of your production process, and solutions that will allow you to scale and meet the increasing demands of content marketing today.You’ll learn:how using an outdated production model is affecting your content streamlining content operations is key to creating more content.why adding the right solution is important to scaling your content efficiently.Visit Digital Marketing Depot to download this white paper.

via Marketing Land

Marketing Day: AMP advice for publishers, bad bots report & eBay’s Guaranteed Delivery

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:Emarsys: Verizon’s exit from email services prompts strategic opportunity by marketers
Mar 20, 2017 by Barry Levine
The marketing cloud’s CMO suggests ways to counter the dwindling of email diversity.A proven method for building a strong PPC account team
Mar 20, 2017 by Jeff Baum
What’s the ideal structure for a team managing a PPC account? Columnist Jeff Baum shares the benefits and potential pitfalls of his agency’s “team of teams” approach to account management.Three foolproof steps to excellent AdWords ads
Mar 20, 2017 by Matt Lawson
With billions of paid search ads delivered each day, it’s imperative to create appealing ad creative customized for the user and context. Luckily, AdWords is designed for just this purpose. Columnist and Googler Matt Lawson explains the simple steps to search creative excellence.Advice for AMP-curious publishe…

Emarsys: Verizon’s exit from email services prompts strategic opportunity by marketers

There are many ways to think about your database of customers’ and prospects’ email addresses.But Verizon’s exit from the email business highlights one way: by the evolution toward a few major domains.To take one example: Over the next few months, the 4.5 million holders of an email address will need to make a decision.The giant telco has announced that it is ending its email services within the parent company. Users with a address can let the company know they want to keep their address, but they will have to access it within Verizon subsidiary AOL.Or they can also migrate their email account to another email platform outside Verizon. If they do nothing, their account will eventually be deleted.Verizon Media Relations Manager Raymond McConville told me via email that the decision was made so that Verizon could focus on its core business of broadband, TV and voice. He added that customers are being notified over the next few months, and then they will have 30 …