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Showing posts from April 17, 2017
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CMO audit series, Part 2: Untangling the web of mobile technology

This CMO audit series sets out to provide insight into the six most significant growth drivers in marketing: customer journey, marketing technology, growth channel mix, user experience, devices and analytics. (If you didn’t catch Part 1, on the customer journey, catch up now.) Today’s post will focus on technology.As recently as a few years ago, when social was still underutilized, desktop reigned over mobile, third-party data hadn’t yet exploded, and marketing technology was fairly low on the list of fundamentals of a great digital strategy. It used to be that technology, as it relates to marketing, was better served to provide support to teams and purely help with scale.Today, the landscape is dramatically different: technology continues to take more of a front-and-center role. As ever, technology is only as good as the people using it, but the capabilities it can deliver have never been more important, as companies of all sizes strive to tackle the incredible complexity of today’s …

Your flexible SEO strategy: Creation, execution and measurement in an ever-changing environment

Like any marketing channel, SEO is an investment. Whether you’re using in-house resources or hiring an agency to do the work, SEO isn’t free. To make the most of your SEO time (and perhaps direct financial) investment, it’s helpful to have an SEO strategy established to be your road map for execution.However, one of the bigger challenges to creating an SEO strategy is that the search engines (primarily Google) are shifting ranking factors and introducing new updates fairly regularly. Therefore, an SEO strategy has to be a living document, allowing for regular modifications as search engine requirements change.Those strategy or tactic changes then need to be communicated with the appropriate team members. SEO involves multiple departments and disciplines across an organization — it’s larger than just the marketing department. For instance, nearly four years ago, Google indicated that links in press releases should be nofollow. In cases like that, the SEO manager would need to communica…

The 8 time- & money-saving SEO tools I pay for (& 17 more I use for free)

In a recent interview with SEO and Credo founder John Doherty on Dan Shure’s excellent Experts on the Wire podcast, he mentioned the positive response he’d gotten to a post he’d done this summer on the SEO Tools he uses. He mentioned that it seemed like a pretty simple post idea, but it made sense to me that it would get traction, because John is a smart writer and marketer. As I listened, I was curious what tools he was using, and I took a look at the post. I’ve also taken a page from his playbook in the following column.I like comprehensive lists of things as much as the next guy, but in a space where tools and software are relatively fragmented, and the applications for those tools change rapidly, it’s especially helpful when experienced practitioners give you a peek at different tools they pay for, what they use them for and how they think about those tools. My consulting company pays for and uses a variety of SEO tools (possibly a few too many, and likely some of the wrong ones —…

4 lessons from a decade of ad tech disruption

Since the first RTB ad was placed in 2010, our industry’s story has been one of rapid, often painful evolution. Alongside the technological disruption, however, we have also seen numerous troubling revelations that shook marketers’ confidence, and in turn changed their approach.Just as programmatic and social began to take off, news emerged detailing the extent of ad fraud, the vast quantity of non-viewable impressions, the prevalence of ad blocking and the opaque measurement practices by those who came to be known as the walled gardens. As much as new technology forced changes to our business, these crises of confidence forced changes to the way we approach the technology and understand its outcomes.Today’s advertisers operate with a keener eye toward the details, second-guessing their claims and results, no longer taking anything for granted. These general lessons from ad tech are applicable across the full marketing stack, especially as the lines between ad tech and martech begin t…

Google settles Russian antitrust case over default Android apps

Google and Russia’s Federal Antimonopoly Service (FAS) have settled the antitrust case focused on the pre-installation of Google apps on Android handsets. It was initiated following a complaint by Yandex roughly two years ago.In 2015, FAS found that the required pre-installation of apps on Android phones in Russia was anti-competitive. The following year FAS imposed a nearly $8 million fine for the violation, which the settlement doesn’t vacate.The settlement also comes after an unsuccessful legal challenge by Google. The following will change in Russia under the settlement terms:Google will no longer demand exclusivity of its applications on Android-based devices in Russia.Google will be obliged not to restrict pre-installation of any competing search engines and applications (including on the default home screen).Google will refrain from stimulating pre-installation of the Google search as the only general search engine.Google will no longer enforce the parts of the previously signe…

TapInfluence adds tool to automatically check influencers’ posts for FTC compliance

Influencer marketing — where bloggers, YouTube celebrities and others are paid to wax enthusiastic about a new shampoo or whatever — is a Wild West with rapidly moving boundaries.In the US, the Federal Trade Commission (FTC) acts as a tough sheriff trying to cover millions of acres of territory with few helpers, as it orders sponsors here and there to cease and desist when influencers in those sponsors’ campaigns post an endorsement that doesn’t adequately identify itself as sponsored. Recent examples include Lord & Taylor and Warner Brothers, both last year.To help the sponsors and 52,000+ influencers in its network avoid this kind of rough justice, influencer marketplace TapInfluence has released The FTC Auditor, which it says is the first automatic compliance tool for influencers.[Read the full article on MarTech Today.]

via Marketing Land

How to use Search Console for quick SEO wins

SEO doesn’t have to be complicated. Here’s how a closer look at Google Search Console can lead to quick SEO wins.There’s no need to have a lot of technical knowledge to achieve quick SEO wins. Google’s Search Console, for example, can lead to great insights, provided that you’re eager to explore them.Laura Hogan, Head of Search at Rice Media, shared her own tips at Brighton SEO on how to use Search Console.There are four key areas in Search Console where you can find quick wins for SEO, and all of them can make a huge difference in your search optimization.1)  Internal Crawl ErrorsIt’s easy to take advantage of crawl errors and use them as a way to come up with new link opportunities. Crawlers can help you get an overview of the errors to correct them and improve your site’s performance.This can be particularly useful after migrating a site or changing URLs, which gives rise to more reasons for quick fixes.This is a good reminder that every error can turn into an opportunity, provided…

How to cut through cross-channel noise using intent-driven personalization

In the world of digital marketing, the ever-increasing number of consumer devices and competing messages is making it harder than ever to connect with your target audience. With consumer attention spans at an all-time low, how can you ensure that your campaigns, bids and budgets are reaching the right people for maximum ROI?Personalization can help you stand out from the crowd and connect with consumers across devices and channels. But getting the best results requires a combination of deep data analysis and automation, delivering the ability to accurately predict customer intent and learn on the go — adjusting experiences in real time, down to the millisecond. Intent-driven personalization uses powerful algorithms to analyze billions of clicks and learn which combinations of personas and creative perform best for various marketing goals, and then apply this learning across campaigns, channels and platforms, continually optimizing for your specific goals.Delivering dynamic, creative c…

Why & How To Capture 360* Videos/Photos From iPhone: 360 Video Camera In Budget

There are two kinds of progressive people in the blogging industry:Those who accept technology when it’s almost mainstream.Those who understand which tech could become mainstream.360* videos are likely going to become the rage in days to come.The question is:When will progressive users accept it as the best form of video content to consume?As a consumer, I realize that 360* videos (aka virtual reality videos) will be the most profitable and most consumed content type in the near future. One reason why is the high bracket of users who will be the first ones to consume VR content.And we all know that money is where the qualities are and not the quantity. However knowing all these facts, one thing that has often stopped me from buying a 360* video recording camera is the cost. When a quality virtual reality headset like the “Samsung Gear VR Oculus ” costs hundreds, creating such content on a regular basis would be out of budget for a hobby user like me. On January 17th, 2017, I was stayin…