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Showing posts from April 4, 2017

P&G’s Marc Pritchard calls for timeline on digital ad measurement audits

Procter & Gamble’s chief brand officer, Marc Pritchard. When Marc Pritchard, the chief brand officer of one of the world’s most powerful marketers, Procter & Gamble, speaks, the entire ad industry listens.In late January, Pritchard called for all digital media companies looking to win his brands’ ad dollars to open themselves to independent audits of their ad measurements, a call that may have been amplified by Facebook’s and Twitter’s measurement errors in 2016. Within a month of Pritchard’s speech at the Interactive Bureau’s Annual Leadership Meeting, both Facebook and Google’s YouTube agreed to have their platforms checked by independent auditor the Media Rating Council.But agreeing to an audit is not the same as having been audited. So on Tuesday, in a keynote speech at the 4A’s Transformation conference in Los Angeles, Pritchard updated his call.In addition to demanding accredited third-party measurement, advertisers and their agencies need to “get a timeline of completion…

SEO and social: 1 + 1 = 3

The recent SMX West conference had many awesome sessions, and today I’m going to provide some compelling insights from “SEO and Social: A Match Made in Marketing Heaven.” One of the great things about this session is that all four speakers took a step back and provided fresh ideas on how to think about the integration of these two disciplines.Let’s dig in!Flexibility and a willingness to failLeading off the session we had Maggie Malek, head of PR and social at MMI agency out of Houston. She walked us through a process for getting search and social to work together.If your business is like most businesses, it’s likely that various groups tend to work in silos. This is a problem for many reasons, and it’s critical to break down those silos. To make matters worse, the current landscape is a bit of a mess:Worse still, that landscape is constantly changing. One of the other big problems we all face is that consumers have a natural ad block. Success will only come if we have a willingness t…

[Live Webinar] Customer data: new strategies to keep it fresh and accurate

Join data experts David M. Raab and John Hurley as they describe how Radius and its clients built a network of B2B business and contact information, and how you can create a new data source with unprecedented freshness, accuracy, and coverage.Attend this webinar and learn:how to measure – and improve — your current data network data creates better information at lower cost.why data networks yield better results as they grow.ways that network data can improve your own sales and marketing programs.Register today for “What Shape Is Your Customer Data In? New strategies to keep contact data fresh and accurate,” produced by Digital Marketing Depot and sponsored by Radius.

via Marketing Land

10 truisms about agencies and clients

Over my nine years in the agency world, I’ve realized that I have certain “canned responses” to specific questions or situations. For lack of a better term, these are “Davidisms” that my team can probably repeat verbatim at this point. I thought I’d share 10 of my favorite ones with you.1. Clients get the agency they deserveThere are a lot of different companies out there. Some focus on quantitative metrics; others are obsessed with brand and positioning. Some companies treat team members great; others create toxic environments.In my experience, clients typically choose an agency that mimics its internal culture, and its business focus. I use this internally as a motivator when a client doesn’t choose my agency (which is focused on quantitative growth for clients and building a great culture): The client that didn’t choose us is going to get the agency they deserve!2. An agency without process is just a bunch of people running around doing thingsImagine going into an agency and pullin…

Taboola’s new LiveIntent partnership means it can now definitively identify users’ devices

Taboola content recommendations at the bottom of a publisher’s web page Content discovery service Taboola’s new partnership with email marketing service LiveIntent gives it two new targeting capabilities.First, this is Taboola’s first alliance with a major email marketer. LiveIntent handles 3 billion email newsletters for 1,600 publishers and brands, which it says reach over 160 million individuals monthly.Normally, LiveIntent loads an ad in the email newsletter when the email is opened, targeted to that user.Now, it can load four or more Taboola content recommendations in each email, similar to the “you might also be interested in…” ones that appear at the bottom of many website stories. The content recommendations are based on such attributes as location, device type or referral source, as well as that email recipient’s interests relating to the newsletter’s content, stories clicked on and other attributes.[Read the full article on MarTech Today.]

via Marketing Land

Android now the world’s dominant OS, surpassing Windows

According to StatCounter, the Android operating system has now passed Microsoft Windows as the leading OS globally. The data reflect “total internet usage across desktop, laptop, tablet and mobile combined.”Android’s global OS share was 37.93 percent compared to 37.91 percent for Windows. However, in North America, Windows had a 39.5 percent share, which was followed by iOS (25.7 percent) and Android (21.2 percent). In Europe, Windows’ share was 51.7 percent and Android’s 23.6 percent.Interestingly, if the respective US shares of Apple operating systems (iOS + OSX) are combined (38.65 percent), it exceeds Windows’ share of 38.03 percent.StatCounter: Operating System Market Share WorldwideSource: StatCounter 3/2017Android’s global win over Windows is largely a function of developing markets, specifically in Asia, where smartphones have eclipsed PC ownership. It’s also a reflection of mobile as the dominant platform across the globe.One potential issue worth further investigation is the…

Site speed tactics in a mobile-first world: Why ecommerce brands need to step up their site speed game

A study of 700 top ecommerce brands found that the majority are underperforming when it comes to optimizing their sites for speed. Find out how you can avoid the same mistakes.Web users are not patient. The speed of your site can make a massive difference to whether people will visit your site, whether they’ll stay on it, and whether they will come back. Not to mention whether they’ll make a purchase.A massive 79% of shoppers who have been disappointed by a site’s performance say that they’re less likely to use the site again. But what constitutes ‘disappointed’?We’re only human after allKissmetrics research on customer reactions to site speed has resounded across the industry, but it’s not something that should be forgotten:“If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.”That’s a 7% reduction in your conversion rate, and 52% of customers say site speed is a big factor in their site loyalty. A o…

A deep look at Google’s biggest-ever search quality crisis

The past few months have been bad for Google’s search reputation. Long considered the “gold standard” in search, Google has seen its search results questioned as never before. It’s a body blow to a core service that should be safe as Google tries to grow in new directions.Recovering from that blow isn’t easy. What’s happened to Google search is on par with the Apple Maps fiasco or Samsung’s exploding Galaxy Note7 phones.To this day, people still joke about Apple Maps being bad, even though it’s greatly improved. As for Samsung, the phones might no longer explode, but the jokes continue. Google now faces the same problem. Some of its search results are seen as laughable, embarrassing, or even dangerous.[Read the full article on Search Engine Land.]

via Marketing Land

Paid search analytics: What treasures are hiding in your data?

On the surface, paid search analytics seems pretty straightforward. You just drop a code snippet on your page and go, right?Unfortunately, while setting up paid search analytics is fairly simple, using that data in a way that benefits your business can be quite challenging. Few people get into marketing because they think, Gee, I sure love number crunching!However, while setting up and evaluating analytics data may not be the sexiest part of marketing, if you aren’t taking the time to understand your paid search analytics, you could be missing major opportunities in your paid search account.To show you why, let’s take a look at some case studies.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Amazon Influencer Program, Google Customer Reviews & more

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:Amazon beta testing Influencer Program aimed exclusively at social media bigwigs
Apr 3, 2017 by Amy Gesenhues
Amazon says the the program is designed for, “… social media influencers with large followings and a high frequency of posts with shoppable content.”Start thinking now about how to tug at the heartstrings of your holiday shoppers
Apr 3, 2017 by Giovanni Strocchi
It’s never too early to start planning your holiday marketing strategy. Contributor Giovanni Strocchi takes a look at how marketers can boost brand loyalty and sales by tapping into consumers’ emotions.Google Customer Reviews launches, replacing Google Trusted Stores program
Apr 3, 2017 by Ginny Marvin
The new program, accessible through Google Merchant Center, sheds the consumer protection piece of Trusted Stores.Join us for SMX Advanced! Register now & save $500.
Apr 3, 2…

Amazon beta testing Influencer Program aimed exclusively at social media bigwigs

Amazon is beta-testing an invite-only Influencer Program that will give social media influencers an vanity URL to make commissions on sales of products they want to promote.Reported last week on TechCrunch, the program is similar to Amazon’s affiliate program in that the influencers — like affiliates — will earn a commission on products purchased via links attached to their Amazon URL. But, unlike the Amazon Affiliate program, which is open to anyone who wants to join, the Amazon Influencer Program is invite-only for social media influencers Amazon deems worthy of inclusion.From the Amazon’s Influencer Program details page:The Amazon Influencer Program is exclusively designed for social media influencers with large followings and a high frequency of posts with shoppable content. An intuitive vanity URL makes it easy for customers to find, browse and buy the products introduced to them through social media influencers. The program allows influencers to earn fees for purchase…

Start thinking now about how to tug at the heartstrings of your holiday shoppers

From tears of joy to smiles of sadness, the holiday season can be an emotional rollercoaster for consumers, and retailers understand that tapping into these powerful human sentiments can be an effective way to build consumer relationships, increase brand loyalty, and ultimately, drive holiday sales.While it may seem early to start thinking about the 2017 holiday shopping season, it’s never too soon to get your marketing strategy in place — and central to that strategy should be using technology to target audiences in the right emotional context with the right emotional message.Macy’s truly tugged at the nation’s heartstrings with its 2016 Thanksgiving Parade commercial, “Old Friends,” which played on emotions such as sadness, nostalgia and love. Beginning with a young boy watching the Santa float in the 1920s, the commercial watches him age through the years until he is too old to attend the parade, and Santa breaks free to find him at home. Other retailers used the message of together…

Google Customer Reviews launches, replacing Google Trusted Stores program

Last month, we reported that Google would be shutting down Google Trusted Stores, its six-year-old ratings and certification program, and replacing it with Google Customer Reviews. That time has come. Google announced the transition in a blog post Monday.About Google Customer ReviewsThe new, leaner program picks up the seller ratings piece of the Google Trusted Stores program only. It is available through Google Merchant Center, the hub for advertisers’ product feeds used to power shopping ads.The Google Customer Reviews program solicits and collects ratings and feedback from customers through Google surveys on behalf of advertisers. Advertisers place the code that triggers a survey opt-in after a customer completes a transaction. The surveys are emailed to customers with questions about the shopping experience. Those reviews will count toward a merchant’s seller rating, aggregated ratings across a number of review sources.The new Google Customer Reviews badge. Participating merchants …