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Showing posts from April 20, 2017
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Personalization in a post-brick-and-mortar world

Competition from e-commerce sites is hurting physical storefronts. Up until now, retail stores have kept customers coming back by creating unique experiences and providing personalized services. Despite this, traditional brick-and-mortar stores are declining across the US. Even New York City’s acclaimed Fifth Avenue is experiencing a decline in retail storefront occupancy rates.The consumer shift to online shopping is prompting retail marketers to start providing personalized services in the digital realm, specifically through email. Retail marketers who embrace the shift to online shopping and leverage the power of email can find tremendous success no matter where they’re located in the world.Send highly targeted, personalized emailsAccording to Forrester Research, 83 percent of email marketers surveyed have been using personalization for at least a year. One of the reasons it’s so widely adopted is that it enables businesses to send specific messages to groups that are most interest…

Obsessed with SEO & SEM? Meet thousands of others like you at SMX Advanced

Search marketers have been flocking to SMX Advanced and selling the conference out for 10 years running. Their shared obsession for search makes SMX Advanced the annual must-attend tribal meeting.Why should you attend?SMX Advanced is the only conference that caters to experienced search professionals. The agenda is packed with sessions focused on SEO and SEM that are fast paced and don’t slow down to explain the basics.You’ll also meet others who, just like you, are responsible for driving results for their companies and clients. So if talking shop with 1,500 search-obsessed marketers from across the globe sounds exciting, SMX Advanced June 12-14 in Seattle is for you!Meeting others is inevitable at SMX Advanced!You may not feel exactly like Norm Peterson walking into Cheers, but meeting others is easy at SMX Advanced.It begins with downloading the SMX app. You’ll customize your agenda, find other attendees, vendors and speakers and get news and alerts about conference events.Then be …

Oracle adds ad verification to its data wheelhouse by acquiring Moat

Oracle has taken another step to enlarge its data capabilities, announcing Tuesday that it has agreed to buy ad verification firm Moat.Moat specializes in viewability, brand safety and detecting non-human traffic. Oracle said it will remain independent, providing analytics to brands like Nestlé and to publishers like NBCUniversal and ESPN. Deal terms were not made public.Pund-IT analyst Charles King told me that he wasn’t surprised by the acquisition, which he described as “an incremental improvement” in Oracle’s quest to build cloud-based services for enterprise customers.Moat is frequently mentioned in conjunction with competitor Integral Ad Sciences (IAS), such as in their recent involvement as third-party verification for Facebook.IAS CEO Scott Knoll said that Moat’s new status as part of Oracle’s large marketing and data ecosystem “doesn’t change things at all.” He added that there isn’t another marketing/data platform that owns such a vendor.[Read the full article on MarTech Tod…

Optimizely buys Experiment Engine for its optimization tools

Last year, testing service Optimizely said it was going beyond A/B as it launched Optimizely X, which it described as the “world’s first experimentation platform.”This week, the San Francisco-based company is reinforcing that identity by announcing it has purchased Experiment Engine, founded in 2014 and based in Austin, Texas. It provides a platform for conducting A/B tests to increase sales. Deal terms were not made public.[Read the full article on MarTech Today.]

via Marketing Land

How to use Google’s new demographic targeting for search ads

Through AdWords, Google has given advertisers a lot of control over when their ads are shown, by means of the different match types and using remarketing lists for search ads.Until recently, however, you were unable to target users based on demographic – a function that has been available for a while now on both Facebook and Bing.The new feature allows advertisers using Adwords to target users based on:AgeGenderParental statusThis feature will be particularly useful where user intent varies considerably based on these variables. For example if you were selling high-end investments or watches, it is unlikely that young people under the age of 25 would have the necessary capital to purchase them.However when using this feature, it is important to make sure that your conclusions are based on data as opposed to your gut feelings. A study by Google has shown that some of our preconceived ideas about which demographics purchase which items may result in us missing out on a considerable prop…

Google introduces fully automated ‘Smart’ display campaigns

Automation isn’t new to display campaigns on the Google Display Network, but with the new Smart display campaigns, it’s not just the creative that’s automated. Targeting, bidding and the ads all run on autopilot powered by machine learning.The system pulls advertiser-provided headlines, descriptions, logos and images to create responsive text, display and native ads. Bids are set, based on Target CPAs, for each auction as the system determines the likelihood of conversion.Trivago, Hulu Japan and Credit Karma were among the beta testers for this new campaign type.From the Help Center page:Smart display campaigns combine your assets — headlines, images, and so on — to create image and text ads. They can even transform into native ads, blending seamlessly into the fonts and feel of publishers’ sites. Over time, your ads optimize based on what wins you conversions.For Smart display campaigns to work, advertisers need to:Have conversion tracking set up and receive at least 50 conversions o…

Report: Google Chrome may include ad blocker in both desktop and mobile versions

According to the The Wall Street Journal (WSJ), Google is considering incorporating ad-blocking into a new version of Chrome. It would be enabled by default on both the desktop and mobile web.Because of Chrome’s dominant global position, there could be a significant, industry-wide impact. However, the WSJ report hedges and says that an announcement could come within weeks or not at all.Google has come out strongly against ad blocking in the past but is also trying to punish or eliminate certain kinds of ad units and practices, especially on the mobile web (e.g., “intrusive intersititials”).Global browser market shareSource: StatCounterThe types of ads the blocker would address are reportedly those below a standard of quality and consumer acceptance established by the Coalition for Better Ads, a group that includes Google and Facebook. The WSJ asserts:Unacceptable ad types would be those recently defined by the Coalition for Better Ads, an industry group that released a list of ad stan…

What’s new with Earth? First impressions of the relaunched Google Earth

Google has just re-designed, revamped and re-launched its Earth product, and it has certainly been worth the two-year wait.Earth is now built into Chrome, so there is no longer a need to download a cumbersome desktop app to access this global repository of images, videos, and knowledge cards.The Android app has been updated too, with support to follow soon for mobile browsers and iOS.So what’s new?A lot.First impressions of Earth are simple: this is a hugely impressive feat, one that truly celebrates the world – both natural and man-made – by capturing its farthest corners in finite detail.So, let’s get started. We begin with a zoomed-out view of the planet, before a short introduction from Google on some of Earth’s upgraded features.These features work in a cumulative fashion, each adding to the last and building up to three-dimensional, customizable, multimedia experience of our planet.First up, the search function. The foundation of any great Google product, this deceptively simple…

Facebook’s Places Graph makes 140 million locations available to developers for free

During this morning’s Facebook developer conference keynote — which was mostly about augmented and virtual reality and Messenger — the Places Graph was mentioned only in passing. It’s part of the Graph API, and the company has been using its location and places data internally and on Instagram and Messenger for some time.This is the first time third-party developers will be able to access the data. It’s also free, almost regardless of usage or scale, according to the company:We’re providing free access to over 140 million places around the world, the same data that powers Facebook, Instagram, and Messenger. We’ve created Search, Current Place, and Place Information endpoints, so you can find places relevant to your users and provide helpful information about each location. The Places Graph ties query limits to the size of your customer base and is integrated with the Facebook SDK so that it’s easy to get started and scale quickly.The offering is probably most directly competitive with…

Marketing Day: Top video creators in March, Google Analytics new home page & 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:The LAD Bible takes No. 1 spot from UNILAD as March’s most popular video creator
Apr 19, 2017 by Amy Gesenhues
After more than eight months leading the pack, UNILAD was knocked to the No. 4 position, behind The LAD Bible, Viral Thread and NTD Television.Google Analytics is adding a new home page
Apr 19, 2017 by Matt McGee
The new post-login landing page replaces Audience Overview and offers a snapshot of curated data from several reports.5 ways your merchandising strategy is affecting SEO performance
Apr 19, 2017 by Stephanie LeVonne
How does your merchandising strategy affect SEO? Columnist Stephanie LeVonne describes the various challenges that can arise if you overlook the importance of communicating your merchandising strategy with your SEO team.Maximize your business’s Twitter impact
Apr 19, 2017 by Will Scott
Are you using Twitter to its…

The LAD Bible takes No. 1 spot from UNILAD as March’s most popular video creator

For eight of the last nine months, UNILAD has ranked at the top of Tubular’s list of the most watched video creators, followed by The LAD Bible at No. 2. The only exception was last December, when the two switched places and UNILAD dropped to second place.Last month, The LAD Bible once again overtook UNILAD to claim the top spot, but this time, instead of falling to No. 2, UNILAD dropped all the way to the No. 4 position, behind The LAD Bible, Viral Thread and NTD Television.To take the lead, The LAD Bible generated 3.2 billion video views, 2 million more views than it got in February. More impressive was Viral Thread and NTD Television’s jump above UNILAD. Viral Thread earned 9 million more views in March than it did in February, and NTD Television (a Chinese media company based in NYC) earned 4 million more.UNILAD’s March numbers were up only slightly over their February views: 3.15 billion compared to 3.10 billion.The remainder of the list had few changes beyond 5 Minute Crafts and…