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Showing posts from April 18, 2017

Listen to your mother: Win Mother’s Day with humor and timing

This Mother’s Day, the moms we celebrate are as diverse as our American families. So why stick to the same old marketing tactics you’ve always used?Let’s make this year even more special (and successful) with some lesser-known tips and advice based on research compiled by my data scientist colleagues at Bing Ads.Did you know that 87 percent of Americans participate in Mother’s Day? And regardless of age, gender or relationship, people are looking for ways to celebrate and thank the “mom” in their life. For marketers, be sure you’re there for all the moms, with appropriate audience targeting and messaging.[Read the full article on Search Engine Land.]

via Marketing Land

Going global: Common sense considerations too commonly ignored

The profession of a paid advertising specialist is one of circular efforts; any declaration of success is met with a request for greater efficiency, expanded reach or fine-tuned creative.Around and around we go.When tasked with the “expansion” objective, instincts and common practice most often lead to a keyword review. We sift through synonyms, misspellings, secondary definitions and search query reports in an effort of laborious discovery. Keywords are the foundation of our paid advertising, and keyword review is always healthy practice, but too many hours are exhausted hunting keywords with minimal yield at the expense of the lowest-hanging expansion fruit of them all: actual expansion.The global internet audience is almost 3.7 billion, less than 10 percent of which calls the US home. So if you’ve achieved profitable efficiency in your primary market, it may be time to open your doors to some of the remaining 90+ percent.[Read the full article on Search Engine Land.]

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Making the case for mobile site optimizations: Who doesn’t want an extra $13K?

For years, the digital marketing world has asked itself, “Is now the year of mobile?” But at this point, we’ve clearly surpassed the Year of Mobile and are now in the “Age of Mobile Crisis.” Instead of considering if we should include a potential mobile audience, we are weighing the impact our lackluster approach to mobile is having on our sales and long-term revenue.Google has consistently launched updates to their role in the mobile user’s world, from simply entering the market to moving toward higher expectations for how we treat mobile users and now, to truly committing both front-end (expanded text ads, bid modifiers, responsive ads and eventually Voice Search) and back-end (site responsiveness, speed and layout) optimizations to the smartphone user. Side note: Bing also has its own site speed tester, but across the boards, more content is written about Bing mobile targeting than by Bing.We know all this, but the question is becoming, “Is it really worth it?” Besides being punish…

Samsung owned half of the 92.5M total views generated by YouTube’s top 10 ads in March

Samsung dominated last month’s YouTube ad leaderboard, winning a combined 46.5 million views with its “This is a phone” spot at No. 1 and the official ad introducing the new Galaxy S8 and S8+ at No. 3.Samsung owned half of all the views generated by the top 10 ads in March — which totaled 92.5 million. Its “This is a phone” won 37.7 million views total — on its own, the spot generated 30 million more views than eight other ads that made it into the top 10 list.Google’s “It’s here. Meet your Google Assistant.” spot ranked No. 2, with 29.6 million views.Nintendo was another brand to make the list twice — with its Super Bowl spot still earning enough views for it to rank at No. 5, and a new spot featuring John Cena at No. 9. The two spots earned Nintendo a combined 3.3 million views.There was a major disparity between the number of views earned by the top two ads from Samsung and Google and the rest of the list. While Samsung’s No. 1 ad had 37.7 million views and Google had 29.6 million,…

6 ways that IBM Watson is changing digital marketing

IBM’s logo for Watson While IBM’s Watson supercomputing service is named after former IBM chairman and CEO Thomas Watson, the name also recalls another famous Watson.“Mr. Watson, come here,” Alexander Graham Bell reportedly yelled into the mouthpiece of the first working telephone in 1876, summoning his assistant and marking the first call ever.So, it’s completely appropriate that IBM’s Watson — representing the transmitted availability of supercomputing to anywhere on the planet — bears a name that has played a central role in the emergence of both computing and telecommunications.But this is not an ordinary remote computing service. Instead, it’s what mobile retail platform NewStore CMO Phil Granof described to me as “genius-as-a-service.” Watson and similar services mean that the highest levels of computing intelligence are now available to any tool, anywhere.This “changes almost everything,” analyst David Raab told me, adding that “algorithms are now a commodity.”[Read the full art…

Sanity check: One year until GDPR

With just over a year left until the EU’s General Data Protection Regulation (GDPR) goes live, it’s time for the industry focus to move from anticipating the impact to action.But while the importance of complying with the new laws is widely recognized, the best way to do so is less clear. According to a global Dell survey, almost all of the companies that took part — 97 percent — had no plans for when the GDPR comes into force on May 25, 2018, and less than one in three felt prepared.As a professional in the privacy field, I’m an advocate of gaining a full understanding of regulations before planning begins. So with that in mind, let’s begin by recapping the key aspects of the GDPR.[Read the full article on MarTech Today.]

via Marketing Land

Your programmatic platform has an expiration date

Listen up, agencies and brands: the programmatic platform you’re using is dying. Actually, it should probably already be dead.Many of the major platforms that marketers know, use and rely on to drive awareness and conversions are out of date. They were built for desktop advertising, but we’re in an age where mobile ad spending is poised to overtake desktop revenues, according to the Interactive Advertising Bureau and eMarketer estimates. Platforms that weren’t built to handle mobile advertising are scrambling to add a cross-device layer and catch up in a multi-device, mobile-first world. Unfortunately for them, it’s too little, too late.The future of programmatic platforms is shifting, for a lot of reasons. Here are five of them:1. App time is all the time.Consumers are spending more and more time on digital devices. In fact, digital media time has literally doubled over the last three years, and 90 percent of that growth is directly attributable to mobile apps, according to comScore’…

Survey: Consumers willing to share personal data for deals, better customer service

Consumer surveys have repeatedly shown the public’s ambivalence about digital privacy. When there’s a clear value exchange or concrete reason for information sharing, consumers will do it — but typically not without some hesitation.A new survey by YouGov, conducted for [24]7 in March, asked more than 1,000 US adults about their feelings on a range of customer-experience issues tied to personalization and privacy. The survey data can be spun either as a win for personalization or as a partial repudiation of it.Personalization was broadly defined in the survey as any of the following: “e-mail, age, location, browsing history, preferences, previous purchases, etc.” There was a clear hierarchy of reasons for sharing information. The top three responses were deals, customer service improvements and self-checkout (payments). A small minority (15 percent) were interested in targeted ads.Reasons for sharing personal dataJust under half (47 percent) of survey respondents agreed with the statem…

How to market your brand using interactive native content

via Marketing Land

The State of What are the biggest challenges surrounding Schema markup? markup, a form of structured data which helps search engines to interpret your webpages, is widely agreed to be beneficial from an SEO standpoint.While it may not correlate directly to an increase in ranking, using markup allows search engines to pull through rich snippets and rich data like images, reviews and opening hours, making your site appear more attractive on the SERP and thereby increasing markup is also becoming increasingly important in the age of voice search, acting as a signpost that points digital assistants towards the information that will correctly answer a user’s voice query. Voice queries depend heavily on implied context, and Schema markup can help give that context to an otherwise ambiguous page of text.But while the advantages of using seem obvious enough on paper, actually implementing it can be much more challenging. As a result, a startlingly small minority of website owners make use of Schema.or…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

How To Configure Instamojo Payment Gateway for Easy Digital Downloads

When it comes to creating a website to digital goods like eBook, plugins, templates, guides or others, Easy Digital Downloads + WordPress is the most preferred solution. I have spoken about this earlier here. Once your store is up & running, the next thing is to use the payment gateway that works for your target region.PayPal, Stripe, 2 Checkout are 3 most popular Payment gateway used by Easy Digital Downloads users. However, I’m from India & the problem with these International payment gateways is; they don’t support all the payment methods used by Indian users.So, what’s the solution?Use an Indian payment gateway like InstaMojo or RazorPay. Personally, I have been using InstaMojo for more than two years for selling our eBooks & they are one of the best Indian Payment gateways out there. Don’t believe my word rather here is a screenshot of income I have generated using InstaMojo in the past couple of years.Looks good is isn’t it?If you don’t know much about Instamojo, it’…

Explosive Growth Only Comes From Ambition: The Mind Of Elon Musk

This isn’t a post about success or failure.It’s a post about growth.When Elon Musk’s third rocket almost failed to launch, the company was headed toward bankruptcy and the only thing that stopped that from happening was the successful launch of the fourth rocket and a billion-dollar contract with NASA.If SpaceX had failed then, and if they did not have an opportunity to continue, we wouldn’t be working on sending a manned mission to Mars.But there’s something else that would have been missed even more: The level of advancement SpaceX has given us.Elon Musk isn’t here to become the richest man in the world. He’s here to put every single penny and every ounce of energy into advancing humanity in various ways.What are Elon Musk’s goals for the world?With SpaceX, he wants to make humans a multi-planetary species and make humans land on Mars in twenty years.With Tesla, he wants humanity to not rely on fossil fuels for their energy needs.These are not simple goals. They are very complex.But…

See who attends MarTech… and why you should too!

One of the questions we get frequently is “who goes to MarTech?” Makes sense. You want to know if there will be others like you to meet, share ideas and make valuable professional connections when deciding to invest in attending.The overwhelming majority of attendees are managers with marketing-decision responsibilities. In fact, nearly 70% of attendees describe themselves as marketing, executive or IT management. The rest are marketing/IT staff and others.Attendees are from companies of all sizes. About 30% said they were from large enterprises, while 60% said they were from companies with more than $25 million in sales. Attendees also come from companies that sell B2B and B2C.If meeting, learning and talking shop with others responsible for digital transformation and experience sounds exciting, MarTech May 9-11 in San Francisco is an experience you should consider treating yourself to.It’s “all” choreographed…Here’s a brief summary of the formal and informal networking activities:Br…

Marketing Day: SEO tools, ad tech disruption & an online video quiz

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:Get answers to your marketing automation questions
Apr 17, 2017 by Digital Marketing Depot
Got questions about marketing automation? MarTech Today’s B2B Marketing Automation Platforms: A Marketer’s Guide has you covered. The 44-page report reviews the latest trends, opportunities and challenges facing the market for marketing automation tools. CMO audit series, Part 2: Untangling the web of mobile technology
Apr 17, 2017 by Scott Rayden
With a plethora of mobile marketing technologies to choose from, how do you find the right fit for your organization? In Part 2 of a series, columnist Scott Rayden lays out the elements you need to build a strong mobile strategy. Your flexible SEO strategy: Creation, execution and measurement in an ever-changing environment
Apr 17, 2017 by Janet Driscoll Miller
Columnist Janet Driscoll Miller discusses some of …

Get answers to your marketing automation questions

Got questions about marketing automation? MarTech Today’s B2B Marketing Automation Platforms: A Marketer’s Guide has you covered.The 44-page report reviews the latest trends, opportunities and challenges facing the market for marketing automation tools.Included in the report are profiles of 14 leading vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download your copy.

via Marketing Land