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Showing posts from April 5, 2017
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Taking the brand/agency partnership to the next level

Brands and agencies: a dynamic duo since the beginning of marketing time. We’ve all had good relationships, bad relationships and good relationships gone bad. What makes some brand/agency partnerships so successful, while others fail? This SMX West session explored the payoff of successful partnerships and how to take those partnerships to the next level.Dating tips to maximize the brand-agency relationshipIn a joint presentation, Sharon Conner (search marketing strategist at Autodesk) and Chad Gingrich (senior SEO manager at Seer Interactive) compared the brand/agency partnership to dating. They reviewed past relationships, pointing out that the ones that didn’t work just couldn’t show value over time. They also acknowledged that it’s easy to blame the other party for failing to implement or failing to show value but recommended that partners figure out what went wrong so you can find your “type” and discover the right match in the future.[Read the full article on Search Engine Land.…

3 ways to boost your content marketing program’s performance

Are you ready to take your content marketing program to the next level? Have you seen some program success? You’re driving more traffic, maybe even attracting some links and seeing your KPIs increase. Great! Here are three tips you can implement today to move your content marketing program to the next level.1. Net new contentFind new content opportunities the competition hasn’t discovered yet. By being a digital sleuth and doing a bit of extra research, you can discover competitive opportunities for your business.When you’re the first one to address a customer’s needs, you get the better ranking — and a bigger share of the traffic. So, how do you find new opportunities and stand out?Start searching! There are several tools you can use to help craft a content strategy that will help you beat the competition. Consider using a site like Answer The Public for some of your content research. On this site, you can enter a keyword term, and it will provide you with numerous questions that are…

YouTube TV premieres today in five markets, including LA, NY, SF

A little more than a month after it was announced, YouTube’s paid TV-streaming service is ready for prime time (or whatever time people may choose to stream TV shows on their phones and computers).On Wednesday, YouTube made YouTube TV available to people in Chicago, Los Angeles, New York, Philadelphia and the San Francisco Bay area. The US-only internet TV service will be made available in more markets “soon,” according to YouTube.Starting today, people in the initial five markets can sign up for a 30-day free trial to see if they’d like to stream ESPN’s “SportsCenter” live, catch up on E!’s “Keeping Up With the Kardashians” on demand or watch their recording of last night’s “The Late Late Show With James Corden” over the internet, rather than through their cable box. If they like what they see, they can pay $35 a month to keep their subscription for up to six individual accounts and have a chance of receiving a free Chromecast after their first month of payment.Those who are able to …

IAS on the ad industry’s brand safety uproar: ‘Not sure this is going away this time’

Integral Ad Science is one of the third parties Google is bringing in to help monitor ad placements on YouTube in the wake of advertiser backlash over brand safety concerns.The 400-person firm topped the $100 million revenue mark last year and works with more than 4,000 publishers, advertisers and ad tech vendors, including Facebook, AOL, Nielsen and TradeDesk, in addition to Google.Ahead of the release of the company’s Media Quality Report for the second half of 2016, Marketing Land spoke with Maria Pousa, Integral Ad Science’s CMO, last week about recent events, including the Google ad boycott, whether the industry is at a turning point and how the company anticipates advertisers will start thinking about evaluating their digital ad buys.On YouTube and brand safetyIAS and the other third-party monitors like Moat, Double Verify and comScore are emerging as winners in the wake of advertiser concerns over fake news, ad fraud and walled gardens, and the recent protests over ads being sh…

Hootsuite’s recent buying spree may only be a warm-up

One way to look at Hootsuite’s recent acquisition spree is to see it as the maturation of social media management platforms.That’s how Hootsuite Senior Director of Business and Corporate Development Richard Hungerford sees it. It used to be, he said, that social media was owned by an organization’s social guru or social team, who monitored and communicated across the major social platforms for the organization.These days, he noted, his company sells “into multiple teams, multiple departments,” even though the final purchase decision is often made by an executive like a chief marketing officer.Social media is now a tool for customer acquisition, employee recruiting, demand generation, customer service and audience research, among other needs. And, as Hungerford pointed out, these cross-organizational needs — and Hootsuite’s interest in increasing its appeal to large companies — have led to increased demands for measuring impact, for better measuring return-on-investment and for better …

Salesforce’s Einstein adds velocity to its Sales Cloud

In the most famous formula ever written, the real Einstein understood that the speed of light drives the amount of energy you can produce.This week, Salesforce is using its new Einstein layer of artificial intelligence (AI) to drive the speed of deal closings. Albert probably could have created a formula for that.Called the Einstein High Velocity Sales Cloud, this updated version of its existing Sales Cloud offers several new features.Key among them: for the first time, Salesforce will have on-board predictive lead scoring in a new Einstein Lead Scoring that automatically shows leads and related info about why they are likely to convert. Previously, the platform generated predictive scoring of customers and leads via integrated partners from its AppExhange.[Read the full article on MarTech Today.]

via Marketing Land

The Brand Safety Industrial Complex: Does anyone benefit from making things safer?

Who benefits from solving issues of brand safety, and how do you quantify the benefits of a safer environment? What does the “Brand Safety Industrial Complex” even mean, you may ask?Fifty-six years ago, President Eisenhower warned that the “military-industrial complex” was creating a “disastrous rise of misplaced power.” As many of us know, brand safety “remains a frustrating game of whack-a-mole,” as Digiday’s Ross Benes called it. And while numerous working groups, initiatives and policies have been put in place to create brand-safe experiences, the industry has yet to agree on a definition for brand safety.A look back at our progress and the history of the term “brand safety” may hold some clues as to what the future has in store for online advertising and who the winners and losers are.A timeline of brand safetyIn 2003, the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act was passed, establishing rules for commercial email and messaging. It was a l…

Yelp buys Turnstyle to expand targeting and offline attribution capabilities

Earlier this week, Yelp bought a company called Turnstyle for a reported $20 million. Turnstyle can be characterized in various ways; it calls itself a WiFi-based marketing and loyalty platform.It could also be called a “marketing automation” platform — though that phrase has virtually no meaning now because it’s so abused. Then there’s “mobile personalization platform.” These phrases don’t have much meaning but point to things that are meaningful.Turnstyle enables businesses to offer guest WiFi in exchange for customer email addresses (opt-in). The company uses the phone’s MAC address to identify the device, when it returns to the venue, for either loyalty or attribution purposes or both.Yelp has been building out its marketing capabilities and programs relatively quietly over the past couple of years. Late last year, it introduced loyalty program Yelp Cashback (using Empyr). It has also been beefing up booking, messaging and transactional tools.Turnstyle gives Yelp an intriguing new…

How to capitalize on Facebook mobile traffic – even with a poor mobile experience

We all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs (cost per click).It’s too good an opportunity to ignore in today’s digital landscape – even if your mobile landing-page experience isn’t up to snuff. Maybe you’ve got a completely new mobile experience in the works, but you don’t want to pass up a few months of good traffic while development and launch is underway.So how do you continue to scale and drive incremental conversions? You use Facebook mobile ads as an “interest indicator”.What this means is that you’ll want to still create ad sets targeting your audience on mobile. However, the purpose of these ad sets is to have clear-cut creative and copy so users know what your service/product is and, if interested, click on your ad to get on your site.It is crucial that our ads are as transparent as possible in what our product/service is about, so we essentially pre-qualify the user. The following is a good example:Now with these …

LinkedIn introduces lead gen ad offerings

LinkedIn has just come out with a new product that it hopes will bring leads to advertisers. Called LinkedIn Lead Gen Forms, the objective of the product is to give marketers the ability to collect quality leads across all devices, be it a mobile phone or a desktop. With these forms, LinkedIn promises “high-quality leads from your Sponsored Content campaigns by removing the main barrier to mobile conversion: making someone complete a clunky contact form on a smartphone.”With over 500 million users of the professional network, LinkedIn hopes that this can give business actionable information without barriers. Once these ads are clicked, LinkedIn profile data will automatically be populated in an in-app form that can be instantly submitted, saving the trouble of typ(o)ing on a phone.Those who advertise with this product will get a comprehensive lead record that includes the person’s name, contact information, company name, seniority, job title, location and other useful data to translat…

Newest perk for Amazon Prime members? NFL football livestreams

The newest perk for Amazon Prime members includes Tom Brady, Cam Newton, J.J. Watt and other NFL superstars.That’s because Amazon is spending $50 million for the rights to livestream 10 games on Thursday nights during the 2017 NFL season, according to the Wall Street Journal. That’s 5x what Twitter paid for the same exact livestreaming package this past season. The Journal says Twitter bid again for this year’s games, along with Google and Facebook.Unlike Twitter last year, Amazon won’t stream the games to anyone who wants to watch online. Instead, it’ll be a new perk for Amazon Prime members — part of the annual $99 package they buy that includes free, two-day shipping and a variety of media-based benefits including other TV shows, movies and music.Amazon Senior VP Jeff Blackburn gave this confirmation to the Journal:“We’re focused on bringing our customers what they want to watch, [and] Prime members want the NFL.”Much like Twitter’s deal last year, Amazon will carry the CBS and NBC…

Marketing Day: Facebook Canvas ads, Android OS surpasses Windows & live video

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:Facebook’s Canvas ads get easier to create (and recreate) with new API
Apr 4, 2017 by Tim Peterson
Canvas API enables brands to automate the production process through third-party marketing tools.P&G’s Marc Pritchard calls for timeline on digital ad measurement audits
Apr 4, 2017 by Tim Peterson
One of ad industry’s most powerful brand execs reiterated his call for the digital ad ecosystem to “clean up the crap.”SEO and social: 1 + 1 = 3
Apr 4, 2017 by Eric Enge
Columnist Eric Enge recaps a session from SMX West detailing fresh ideas for how search engine optimization (SEO) and social media marketing can work together to produce results.[Live Webinar] Customer data: new strategies to keep it fresh and accurate
Apr 4, 2017 by Digital Marketing Depot
Join data experts David M. Raab and John Hurley as they describe how Radius and its clients …

Live video has become the creative canvas for digital marketers

Digital marketing has become a world where data often overruns the creative process. A/B (or even A/B/C/D) testing every element in a campaign sometimes becomes the obsession, relegating the ideas to simply more variables to test. Many marketers crave creativity, big ideas and innovation.Well, jump into the live video pool, folks, because this is where the innovation is happening today.With the growth of live video, that process has been turned on its head in just the past couple of years. Brands are innovating across many elements of communications and campaigns.From internal launch planning to massive live e-commerce events, the real-time nature of live video not only allows for more feedback on these efforts, but also — for some brands — more (calculated) risks to be taken. The proverbial safety net of prepackaged, highly planned content, once the inhibitor of innovation, is gone. And it is exhilarating again to be a marketer!Disrupting digital marketingLive video has become the c…

The Next 7 Things You Should Do For Social Media Success

7 Tips To Reinvent Your Social Media Success And WinSocial media can be really helpful in many ways when it comes to success your business. Social Media is a brand maker and social media is a key channel for brand awareness, engagement, lead generation, customer support and much more. Social Media Success depends on your goals and strategy and here are The Next 7 Things You Should Do For Social Media Success. #Spread Brand Awareness Today everybody is linked to social media in one way or the other. That is why social media is one of the best ways to grab the attention of your choice of audience. Moreover, nowadays marketers use social media to reach to the markets and customers across the world. Thus social media helps them to make their presence visible throughout the world accurately. #Increase traffic on your website After making your brand’s presence visible next you should increase the number of visitors to your blog or websit

Facebook’s Canvas ads get easier to create (and recreate) with new API

Facebook’s iAd-like Canvas ads can be as labor-intensive as they are immersive. The social network unveiled the creative kitchen sink of an ad format in September 2015. Since then, brands have had to manually create each individual Canvas ad on Facebook’s desktop site — uploading the photos and videos, typing out the text and links, placing each element on each page and so on. Now, Facebook is automating that production process.On Monday, Facebook debuted a way for brands to create Canvas ads through third-party software tools that use its Marketing API. As a result, through these tools a marketer will be able to select photos, videos, text, and even product sets from an already uploaded catalog and reuse already created Canvas ads.Companies like Smartly.io are using the new Canvas API so that marketers can create modular templates that can be automatically customized. As a result, advertisers can swap out individual elements for new campaigns or different versions of a single campaig…