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Showing posts from April 7, 2017

Scaling your content without draining your budget

Every day, billions of pieces of content are published like clockwork on platforms like Facebook, Instagram, Pinterest and Snapchat. Yet the clock has stopped for most marketers when it comes to creating content that breaks through the noise.Despite what some have coined as “content shock,” 77 percent of B2C content marketers expect their organization to produce more content in 2017 than it did in 2016. But scaling content marketing is not only expensive, it’s often mystifying. Most efforts tend to be campaign-based, copycat initiatives; and what’s equally surprising is that 63 percent of marketers are creating content without a documented strategy or a means for defining success.But not all is lost. With the growth of smarter, more accessible SaaS campaign tools and lower-cost media production, building out a content-driven demand engine is more accessible than ever for modern marketing teams — especially as channels present fresh opportunities for distribution and measurement of con…

What the data tells us about the death of exact match and its impact

On March 17, Google announced an adjustment to the functionality of our beloved match types, effectively changing exact match into semantic match. For example, [new york flights] could potentially show for flights to new york, since the presumed intent is the same.The change affects two major parts of what we advertisers have historically loved about exact match: preserving word order and keeping out filler, or “function,” words.I won’t go in-depth as to how the change works, as it’s been outlined by a dozen folks already (reading list to follow). Rather, I’ll dive into the data to assess exactly what’s going on. I looked into a trio of accounts in varying industries that should’ve been affected by the change and outlined the findings below.For some context, the three accounts we looked at were:a home services company. A huge account, broadly built out including geospecific terms and every possible name for each service.a national media company. Another massive one, including names of…

From the Editor’s Desk: Why we cross-post articles across our three websites

Did you notice? Just this week we launched a new home page here on Marketing Land. You wouldn’t notice it without scrolling down the page a bit. What’s new? The articles on our home page are now separated by source:“Latest,” the first section, shows the most recent 10–15 original Marketing Land articles.“From MarTech Today” and “From Search Engine Land” each show the most recent five stories that we’ve cross-posted from our sister sites.Before this change, the home page was just one long list of stories mixing in the original Marketing Land stories with those that are cross-posted from our two sister sites.Our goal is to help home page readers get faster access to stories that are new and fresh on Marketing Land, while continuing to highlight important stories from MarTech Today (MTT) and Search Engine Land (SEL) that are worth your time.And that begs a question we’ve heard a few times, including in this recent tweet from reader Rohan Ayyar:Hey @Marketingland@martech_today@mattmcgee@s…

Sticky now tracks eyes and emotions to guide your ad campaign

What Sticky’s software sees through panel members’ webcams. Brands can now get a Sticky AdVantage over their competitors, thanks to a new solution by that name announced this week by eye-tracking and emotion measurement platform Sticky.The San Francisco-based firm has had an emotion-tracking service called AdEmotion, which followed users’ eye movements and detected emotions via facial expressions in response to video ads.Its emotional detection — which is conducted only for video ads, since static and short moving ads rarely produce emotions — looks for expressions depicting Fear, Happiness, Disgust, Neutral, Puzzlement, Sadness and Surprise. Here’s a sample emotion-tracking screen:[Read the full article on MarTech Today.]

via Marketing Land

Ad tech providers are watching closely as Google fights concerns over YouTube brand safety

Kaspars Grinvalds / As one of the 800-pound gorillas in ad tech, Google’s actions to assure brand safety on YouTube affect the rest of the advertising jungle.To get some sense of these effects, we pinged two ad tech providers.Earlier this week, the tech giant sent an emailed statement to news media that offered a few more details on the steps it’s taking to help brands avoid having their ads near objectionable video content.This is in response to a growing number of major advertisers — including HSBC, Johnson & Johnson, AT&T, Lyft and L’Oréal — that have pulled their ads from YouTube because they are showing up against hate-promoting videos.In all, more than 250 brands have reportedly pulled ads from YouTube, and there are projections that Google could lose as much as three-quarters of a billion dollars in lost revenue.In the emailed statement, Google said:We are working with companies that are MRC (Media Ratings Council)-accredited for ad verification on this …

How to rule the App Store in 2017: 5 trends to use to your advantage

The Apple iTunes App Store has to evolve. The number of apps is growing exponentially, and user behaviors are constantly changing, making it critical for the App Store to adjust. Some of the products of this evolution are long-awaited features and capabilities, playing catch-up with Google Play. Others are attempts to take creative initiative in improving the user experience in the App Store.App Store Optimization (ASO) in 2017 demands that app publishers stay one step ahead of the competition by taking advantage of newly available features and techniques. Failure to do so and sticking to old, out-of-date ASO strategies can cost you, as a publisher, in visibility and discoverability levels.So, which new trends and ASO features do you absolutely have to know in 2017?1. Review replies (with iOS 10.3)With the release of iOS 10.3, Apple will finally allow app publishers and developers to respond to user reviews in the App Store. This long-awaited update will lead to higher rankings for pu…

Is Snapchat’s bubble about to burst?

Unless you’ve been living in a cave for the last six years, you’ll be well aware of Snapchat’s meteoric growth. Founded in 2011 by three students at Stanford University, in less than a decade it’s reached 161 million daily active users (DAUs) and become part of popular culture — a part that many young people couldn’t bear to live without.But how long can Snapchat’s star continue to rise? Recent data suggests, not for long. So here we take a closer look at its recent history and think about how it’s likely to fare now that it’s playing with the big dogs.The growth of SnapchatSnapchat (originally named Picaboo) was first founded as a selfie app allowing people to share short-lived, self-deleting photos — the idea being that photos with a limited shelf life would encourage carefree creativity and more natural interactions between users.Despite the snag of screenshotting, that idea certainly struck a chord with the selfie generation: by the end 2014, Snapchat had gained 71 million DAUs. I…

Five most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.This week, we are exploring the future of voice search, while Google is determined to get rid of fake listings.Moreover, ecommerce brands explore the importance of site speed, with Google launching an A/B testing tool to make our lives easier.The future of voice searchClark Boyd discussed this week the future of voice search, offering a glimpse of what’s coming next.The introduction of voice queries and the idea of conversational search should become more important as natural language processing improves, with Google, Amazon, Apple, Baidu, and Microsoft already investing in the evolution of voice search.Younger generations seem to be more interested in the use of voice search and this may serve as another indication that its future use is going to be more prevalent.Google Optimize: a new A/B testing toolGoogle announced the global launch of Optimize, an A/B testing tool for…

The Path to CMO with Taco Bell’s Marisa Thalberg [Podcast]

Taco Bell has become one of the most creative and respected big brands around. The company has run several unique and clever marketing campaigns and ideas in recent years — several of whichwe’vecoveredbefore.Marisa Thalberg took over as Taco Bell’s CMO a little more than a year ago and has continued to keep the fast food giant front of mind when it comes to inventive marketing ideas — such as a new wedding chapel that’s opening at the company’s flagship Las Vegas restaurant.But that’s only part of why we wanted to visit with her in this week’s episode of our Marketing Land Live podcast. In our third installment of the “Path to CMO” series, Marketing Land’s Amy Gesenhues asks Thalberg about her career in and out of marketing, about the people and jobs that have influenced her, and how she got to the C-suite at Taco Bell.This week’s show runs 29 minutes. You can listen here or use the link below to subscribe via your favorite podcast service.We invite you to subscribe via iTunes or Goog…

Twitter officially opens direct messages to chatbots

“Bot” is a tricky word when it comes to Twitter. Maybe that’s why, for all the hype around chatbots on platforms like Facebook Messenger, Kik, Slack and Skype, Twitter’s own chatbot efforts have stayed somewhat under the radar. But maybe that’s about to change.On Thursday, Twitter officially opened up its developer tools so that any business or individual can create a chatbot that can send and receive direct messages through the social network, like they can through Messenger.The move steps up the rivalry between Twitter and Messenger to be the social platform of choice for brands to handle private communications with customers and firmly steps Twitter into the chatbot market that it has been toeing since last year.Last November, Twitter began testing options for some brands to automate their direct message conversations. It introduced welcome messages that would automatically greet people starting a DM thread with a brand’s Twitter account and added menus of pre-formatted reply butto…

How To Buy Web Hosting With A Free Domain Name For Your WordPress Blog

Here at ShoutMeLoud, I thought I had covered everything when it came to how to create and generate money from a successful blog. But one thing I missed was how to buy web hosting and a domain name.Well, that changes right now.Many new bloggers make the mistake of buying hosting from unreliable companies, and they regret this misstep later. In this step-by-step guide, I will share everything you need to know in order to buy reliable web hosting and a domain name.For the purpose of this tutorial, I will be using Bluehost, which is an officially recommended hosting service for WordPress.Bluehost offers free SSL certificate which is must have & also you have an option to upgrade to PHP 7.0. As a bonus, with Bluehost, you will get one free domain name. Not only will this save you money, it will also allow you to manage everything in one place.I suggest you follow along with this guide and purchase your hosting plan and domain name as outlined here. Note: This guide is detailed, so grab…

Top 7 Killer Direct Affiliate Programs Every Blogger Should Join!

Affiliate Marketing not simple but not hard also. It takes a time to give results, But it doesn’t mean that every time you will have to wait for a sale. Your hard work is the key to your success. I am working on three blogs, I learned this hard with my blog. I Started affiliate marketing on my blog and it took more than 4 to 5 months to get my first affiliate sale. I got my first affiliate sale $9.86 through MyThemeShop Affiliate Program. Check below Image

Things to check for before joining any affiliate programs.

5 Hottest Trends in Advanced Analytics

Marketing data is everywhere. With so many new consumer touchpoints – from chatbots, to in-store beacons and virtual assistants – the sheer variety and volume of data is exploding.Beyond your out-of-the box product dashboards, custom Excel spreadsheets, and basic data visualizations – are you really leveraging your data in meaningful ways? Isn’t it time to connect the dots of all your data sources and create business intelligence that drives action?Join our data analytics and business intelligence experts as they explore five of the biggest trends in advanced analytics, including:unifying disparate data sources.natural language query.sentiment analysis.machine learning and predictive anywhere.Register today for “The BI Wish List: 5 Hottest Trends in Advanced Analytics,” produced by Digital Marketing Depot and sponsored by Tallan.

via Marketing Land

In the age of RankBrain, these foundational SEO issues still matter

There are at least 200 ranking factors in Google’s algorithm (not to mention RankBrain), which means a thorough SEO audit could lead to dozens, hundreds, or even thousands of SEO tasks. Few companies have the budget or resources to complete every potential SEO to-do item — and doing so would be an incredible waste of time and resources anyway. Some SEO tasks are critical and cannot be ignored; others just aren’t worth your time.Prioritizing an SEO task list is crucial. Focus your resources on SEO work that is actually going to improve rankings, increase clicks and drive revenue. Most companies should focus on engagement SEO work, but technical tasks can’t be ignored completely — especially if you have major problems.[Read the full article on Search Engine Land.]

via Marketing Land

Contributor, beware of PageRank-hoarding publishers

So you’ve written an amazing piece and scored the placement of your dreams. It took hours of blood, sweat and tears to brainstorm the topic, develop a clever hook, write the copy and source compelling imagery — not to mention the research and the outreach required to score the perfect publisher. And now you eagerly await the payoff: that hard-earned “link love” to drive up your Google rankings.Well, unfortunately, depending on where it was published, you may be waiting a long time.Let me let you in on a dirty little secret: publishing your content on many popular sites gives you zero SEO benefit.[Read the full article on Search Engine Land.]

via Marketing Land

Why the future is all about PASO — personal assistant search optimization

Personal assistants (PAs) aren’t just digital assistants that can be used to perform routine tasks. They’re also the future of SEO.Consider two of the most popular PAs: Siri and Google Assistant. People often use those assistants to retrieve information.And where do you think those PAs get that information from? Somewhere on the web.Here’s what you need to know about how PAs will shape the future of SEO, and why I’m calling this a new category, personal assistant search optimization (PASO).They’re on smartphonesPersonal digital assistants are great because they’re portable. The reason they’re portable is that they’re on smartphones (though they can also be in home devices, computers and any device connected to the “Internet of Things”).Siri, of course, has been part of the iOS smartphone platform for several years now. Likewise, Google Assistant is available on the Allo app, Google Pixel and other Android phones and Android Wear.Portable PAs give people the ability to use their assist…

YouTube channels must now hit 10K views to start earning ad revenue

Alexey Boldin / After several tumultuous weeks for YouTube over unwanted media attention and advertiser protest over ads showing up on unsavory video content, YouTube announced Thursday that ads will not show on videos from new creators until a channel reaches 10,000 views. The change is aimed at keeping bad actors from proliferating to earn ad revenue from the video platform.YouTube also said that it will add a review process for creators that apply to the YouTube Partner Program that will commence once the 10K threshold is reached. Once the channel is approved, then creators can start earning ad revenue share from their content.The YouTube Partner Program launched in 2007 to give creators a cut of revenue for the ads that run on their videos, and like just about everything on the internet, it became ripe for abuse as it grew in popularity. In YouTube’s case, this includes people creating imposter channels and/or uploading original content created by others.The change…

Marketing Day: Snapchat ads, Twitter Lite & email marketing

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:Google launches Marketing Mix Model Partners program for comparing channel performance
Apr 6, 2017 by Ginny Marvin
Nielsen, Neustar, Marketing Management Analytics announced as launch partners. Snapchat ads take closer aim with new retargeting-lite, goal-based bidding options
Apr 6, 2017 by Tim Peterson
Snapchat is adopting a form of retargeting and a result-based bidding option to aim brands’ ads closer to the mark. AI, intent data boost new B2B marketing tools from Demandbase, Get Smart Content & Leadspace
Apr 6, 2017 by Barry Levine
This week: two new approaches to website personalization and one for audience discovery. Marketers, get your head out of your funnel — because time is definitely not on your side
Apr 6, 2017 by John Steinert
Columnist John Steinert explains the need for marketers to step back from their day-to-day work and a…