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Showing posts from April 3, 2017
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Join us for SMX Advanced! Register now & save $500.

The most sophisticated search marketers in the world are registering for SMX Advanced June 12-14 for:30+ paid search, SEO, analytics, mobile and social media sessions and keynotes featuring proven, actionable tactics;Panel discussions and interactive Q&A sessions that solve the complex search marketing hurdles you’re facing and inspire you with new ideas;Demos from more than 40 leading solutions providers that will make you a more efficient and effective marketer. See who’s exhibiting.Networking events where you’ll share experiences with like-minded colleagues and industry thought leaders.Past and present attendees include:Register before Saturday and save:$500 (22%) on an All Access pass$800 (24%) if you add a workshop. View the workshop schedule.Save an additional 10%-20% when you bring your colleagues and attend as a team.Hurry, low rates expire this Saturday so register today!P.S. – SMX Advanced has always sold out since 2007. Don’t miss this opportunity to attend the only adv…

39 questions with Google at SMX West

It always attracts a lot of attention when Googlers are up on stage and open for questioning. The Ask Me Anything (AMA) with Google Search at the recent SMX West conference was no exception. This panel, moderated by Danny Sullivan, featured two prominent Googlers: Webmaster Trends Analyst Gary Illyes and Webmaster Outreach Specialist Mariya Moeva.In this post, I’m going to recount the bulk of the questions asked, and the answers from Illyes and/or Moeva. Please note that responses have been summarized rather than directly quoted. Check it out![Read the full article on Search Engine Land.]

via Marketing Land

The newest addition to the marketing mix’s Ps: Proximity

Any marketer worth their salt, or at least one who has managed to stay awake during Marketing 101, can rattle off a long list of marketing mix “Ps.” You know what I’m talking about: product, price, place, promotion, people, processes and physical evidence.Unfortunately, those old pillars of marketing don’t quite hold up under the weight of today’s digital marketing needs. Our aging mnemonic sorely needs a renovation. It’s time we add proximity into the mix.Digital puts you in the center of the mapLong gone are the days of unfolding a paper map to find out where you are and where you want to go. Back then, when you ran off the edge of the map, you either got a new map or assumed that “here be monsters.”You’ll find no edges on today’s digital maps. You are limited only by the power of your zoom and the reach of your click. By default, you are the center of the digital map. The world fills in around you, depending on the whim of your search.Proximity — the distance from the user to any g…

The marketing automation generation: Fulfilling the mandate for customer life cycle marketing

Nearly a decade into the marketing automation (MA) revolution, we’ve developed a crop of B2B marketing professionals who have built successful careers on the use of tools to nurture and develop qualified leads. “I am Eloqua- (or HubSpot- or Marketo-) certified” appears boldly on B2B marketers’ LinkedIn profiles.With all the progress around developing data-driven and automation-equipped pros and processes, unintended consequences are beginning to rear their ugly head. We’ve developed a generation of marketers whose lens of the world starts with an inquiry and stops with an opportunity (or, in the best case, a net-new customer). It’s understandable. This is what marketing departments have coveted — the ability to generate qualified leads for sales.Today, however, revenue expectations require that B2B marketers have complete command of the entire customer life cycle. This means developing strategies and sharpening skills related to every stage — from early engagement efforts to driving i…

Businesses can now request customer locations within Twitter Direct Messages

Twitter has just unleashed a new tool that is sure to be a boon for brands with multiple locations. Within a Direct Message, a business can now request access to a user’s location in order to better serve them. Users must accept the request by hitting a “Share Location” button before the information is turned over to the brand.This has a slew of helpful use cases, especially in customer service and bots. By getting the information shared instantly, the brands can respond more accurately to their customers. The user also has the ability to choose what exactly is sent to the brand:Some companies like TGI Friday’s have already begun using this data, as they’ve built a bot that directs users to the closest restaurant based on their location, with the ability to place an order online.This change is one of many improvements that have rolled out over the previous months, such as quick replies and welcome messages for brands.For more information, see the official Twitter blog post.

via Market…

Getting the most bang for your buck: 11 CRO opportunities

Improving marketing performance often involves a lot of spot treatment: you spend some time working on your paid search campaigns, then you spend some time working on your organic search, and so on and so forth. One of my favorite things about conversion rate optimization (CRO) is that so much of it is channel-agnostic. How often do we get the chance to work on one central project that stands to improve the performance of all of our channels at once?! Not often enough!Plus, no matter how well your channels are already performing, there’s always opportunity to generate more business by facilitating conversion. Check out my suggestions to uncover pain points and actionable tips for increasing conversion rate.[Read the full article on Search Engine Land.]

via Marketing Land

[Reminder] Live webinar – Content Attribution: Identifying content that converts

Content may be a critical part of your marketing toolkit, but do you know how it performs against your business goals? With content attribution, marketers can identify and double-down on the best performing content assets to generate a lift in conversion rates.Join our digital marketing and data science experts from Cardinal Path and Intel as they demonstrate how to use content attribution – both practically and strategically – as a lever to directly impact revenue growth.Attend this webinar and learn:setting baseline content KPIs and aligning to audience.identifying the value of your content to better inform your team.understanding what a successful content path looks like.discovering the value of always-on content vs. campaign content.Register today for Content Attribution: Identifying content that converts” produced by Digital Marketing Depot and sponsored by Cardinal Path.

via Marketing Land

ISPs and mobile carriers vow not to sell user browsing histories — for now

Last week, Congress voted to overturn online privacy rules created by the Obama FCC, which had not yet gone into effect. The rules required opt-in consent before ISPs (broadband and mobile carriers) could collect and sell user data for ad targeting purposes.Republicans in Congress decried the new FCC rules as more government overreach. However, privacy advocates criticized Congress’s action as selling out consumers to corporate interests. Carriers and ISPs sought the action so, as they argue, they would be on more equal footing with Google and Facebook for ad targeting purposes.The legislation will become law if signed by President Trump. And he is expected to sign it as part of the broader effort to minimize government regulation and “dismantle the administrative state.”When both the House and the Senate passed the legislation, there was a widespread outcry among privacy and consumer advocates. Numerous articles appeared over the weekend about how consumers might combat tracking of t…

Pinterest gets a new venue for its search ads with Samsung Galaxy S8 integration of Lens

Samsung, looking to make its new Galaxy S8/S8 Plus as uniquely intelligent as possible, has integrated Pinterest’s visual search technology into its device.The tech, based on the recently introduced Pinterest Lens capability, allows a user to conduct image searches of related Pinterest-based image content. A user first clicks the physical button for Samsung’s new Bixby smart assistant, then takes a photo with the camera app and sees related material.The tech is also available through the phone’s photo gallery for existing images, or via the onboard Samsung internet browser for web image-based searching or browsing.The image search can find similar objects, places to buy the product, the object in different contexts (like differently decorated living rooms for the same sofa or different outfits for the same pair of shoes), or related recipes if the object is a food item.[Read the full article on MarTech Today.]

via Marketing Land

Apple News goes from walled garden to ‘well-lit garden’ with third-party measurement

Late last year, Apple struck a deal with NBCUniversal to become its exclusive ad sales partner for Apple News. Last week, AdExchanger reported that Apple will soon allow ad serving tags and third-party measurement services.According to the article, “Apple News will not only support tags from rich media ad servers including Kargo and Celtra, but also third-party measurement services like comScore and Moat.” Additional third parties apparently will be added to the list over time.James Kreckler, SVP of digital ad sales for NBCUniversal, told AdExchanger that third-party measurement would transform Apple News’ walled garden into a “well-lit garden.”The move is partly to make the app more competitive with comparable offerings from Google and Facebook, both of which have come under fire lately from advertisers surrounding issues of accurate reporting and transparency. The digital ad environment now is one where advertisers are increasingly demanding third-party validation and verification.A…

Countering header bidding, Google drops its ‘last look’ advantage

Google may have taken away header bidding’s best reason for being.The increasingly popular practice of header bidding arose largely because publishers were unhappy that Google gave its own DoubleClick Ad Exchange (AdX) a “last look” on auctions for ad impressions. Only AdX was able to bid on every impression, and it could always outbid others.But Google has posted a new support document — first noted and confirmed with Google by AdExchanger — that describes an open beta phase for a new procedure that eliminates the “last look” practice.Called Exchange Bidding in Dynamic Allocation (EDBA), it was first announced as a test in April of last year:Exchange bidding in Dynamic Allocation will allow publishers to invite trusted third-party exchanges and SSPs to submit real-time prices using industry-standard RTB calls. These prices will be considered along with bids from the DoubleClick Ad Exchange and the publisher’s reservation campaigns to pick the highest-paying ad.[Read the full article …

Why some brands are letting Amazon handle their e-commerce operations

Julie Clopper / Shutterstock.com By one estimate, nearly 40 cents of every dollar spent in the US on online purchases is spent on Amazon. Some 65 million Prime members spend an average $1,200 a year on Amazon. This eclipse of one marketplace over the orb of e-commerce has forced brands big and small to reevaluate where to put their energies and invest their resources.Amazon’s scale, coupled with consumer trust and one-click shopping, has proven a potent combination. The sales volume can be intoxicating, outweighing margin hits from seller fees and advertiser costs paid to Amazon.Amazon’s dominance has led smaller brands to rethink the role of their own sites. Some have forgone e-commerce on their sites entirely, giving up control of the customer in exchange for having sales and fulfillment operations managed by Amazon. Others have stuck with a multichannel approach, while continuing to weigh how they allocate their resources. Here’s a look at how several smaller online brands have been…

5 easy ways to launch a local email marketing strategy

Email marketing is alive and well in 2017, with over 269 billion emails being sent every day.Unfortunately, according to Email Monday, of these 269 billion only 22% of retail emails are opened. This is significantly less than the open rate of 34% garnered by other types of emails.It’s also important to note that of the emails that are opened by consumers, 45% are done via a mobile device. In fact, email marketing is becoming synonymous with mobile marketing.If your company’s email marketing campaign isn’t seeing success and you find yourself in the 78% of retail emails that are being sent to the junk folder without a second glance, you might want to rethink your strategy. Creating or updating your campaign to focus more on local marketing could be the answer you’ve been looking for.There’s a lot of evidence to suggest that the future of email marketing is hyperlocal. Below we’ve compiled some tips for how to create a successful localized email marketing strategy.1. Make sure your offe…

Yes, I want to take care of your spam problem for you

It’s rare to find an easy way to significantly increase your conversion rate with a simple change. But today, I have just such a thing for you.Before I do, please click on the image below for me, so I can be sure you’re a human.Hmmm. You did that a little fast. Let’s make sure you’re really not a robot.Nope. Let’s try this:Good job. But we’re having so much fun, let’s do another one.OK. That was too easy. Try this.OK. I feel safe that I’m not going to get spam from you. Could you do one more little math problem for me just to be sure?A simple calculus reCAPTCHA. Source: Khan Academy OK. Thanks. Now, what did I promise you?Welcome to the CAPTCHA experience, a bona fide way of making your prized prospects feel like spammers. As you will see, it is not a harmless way of reducing spam.reCAPTCHA is a boon. For Google.A couple of years ago, Google provided the reCAPTCHA v2 spambot filter, and now it is EVERYWHERE. Why would Google do such a thing? It appears that they’ve been training their …