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Showing posts from April 24, 2017
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LinkedIn’s new Matched Audiences feature just blew Facebook Custom Audiences out of the water for B2B

This week, LinkedIn released a new feature to its advertising product for which advertisers have been waiting on pins and needles.Facebook and Twitter advertisers have enjoyed the ability to target people by email address for advertising since 2013, and AdWords advertisers got Audience Match back in 2015.As of April 24, LinkedIn advertisers now get access to this feature as well, and it’s called “Matched Audiences” in LinkedIn parlance.The significance of this release, though late to the game, should not be understated for B2B advertisers. Here’s why.LinkedIn always wins on audienceB2B marketers often lament the low match rates on both Facebook and Twitter Ads against the corporate email addresses they collect regularly. Sahil Jain, a fellow Marketing Land contributor, finds B2B lists regularly match less than 15 percent of the email addresses within. This is because so few Facebook and Twitter users register accounts with their work email addresses.For B2B advertisers, a low match ra…

The Mufasa Metric: Rethinking attribution in the Engagement Economy

Attribution has traditionally been the bane of all marketers, but we’re no longer doomed to continue the old ways of thinking about it. Why is this good news? Because the metrics that we marketers have customarily used to measure and showcase our success are running out of steam.The Engagement Economy is catapulting the shift in our thinking and techniques from old school marketing into adaptive engagement. As we evolve in our marketing, we must also evolve in our measurement.We can, and must, do better. And that means measuring and amplifying only the metrics that matter the most in the Engagement Economy.Escape the engine roomFor decades, marketing has measured its worth using vanity metrics. Marketers roll out imposing figures on impressions, clicks, conversions and marketing qualified leads, and while such metrics can be useful and look quite impressive, they really only matter to us. If we keep focusing on these metrics, we’ll only keep talking to ourselves.These metrics do not h…

Amazon launches self-serve marketplace for subscription-based sellers

Many companies that offer a subscription-based product or service have an easier way to sell their wares to Amazon.com customers with today’s launch of Subscribe with Amazon, a self-serve platform that’s already being used by several major publishers and well-known brands.Subscription offerings are available to consumers now on a dedicated subscription storefront. Major publishers like The New York Times, the Wall Street Journal, People magazine and Consumer Reports are selling there already, as are subscription product providers like Sling TV, Dropbox and The Princeton Review. In addition to the storefront, Amazon says it’ll also surface subscription offerings in its product recommendations and search results.Sellers can set their own subscription prices, with the option to offer free trials, set different service tiers and — of course — offer special deals for Amazon Prime members. It’s free to sign up, but Amazon is going to pocket some of the sellers’ sales in exchange for the vis…

[Reminder] Live Webinar: 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 analytics.analytics 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

5 must-dos for SEO beginners

You might disagree, but I see Search Engine Optimization as both an art and a science. You need to be creative in your approaches to please search engines and outsmart competitors while also applying solid research and analytics-based strategies.To do this, you need to employ a variety of techniques and tools. Unfortunately, however, most people tend to stick to what they know. That can be dangerous in the rapidly evolving SEO space, as the search engines continually adjust what they’re looking for and how they display results.Following, some of the significant — but sometimes forgotten — levers you can pull to enhance your SEO efficiency.[Read the full article on Search Engine Land.]

via Marketing Land

Images: Your easiest page speed win

Over the past few years, page speed has become very important in terms of your site’s traffic and rankings. People want fast sites — and because users want fast sites, Google does, too. Sites that are fast do better than slow sites in Google’s search engine rankings, all else being equal.Now, there are areas related to page speed where you need technical developers who can change how the stack loads and optimize your server performance. However, not all issues of page load are complicated or require much technical knowledge. In this case, the issue we are talking about is image weight. Images are often a major issue for sites with slow page load.Luckily, optimizing images is a really easy win.Images and page loadWhenever we audit sites for slow page load, images are almost always a significant part of the issue. Those who create websites seem to have forgotten that we need to resize and compress images before uploading and not just leave it to the site CMS or server compression softwa…

Snapchat starts selling Sponsored Geofilter ads thru its API as travel, event seasons kick off

Snapchat is making it easier for brands to buy Sponsored Geofilter ads that people can add atop the photos and videos they share on the mobile app to help describe what’s going on in the frame.Snapchat has begun selling its Sponsored Geofilter ads through its advertising API in the US, UK, Australia and Canada, the company announced on Monday.Now, instead of buying Sponsored Geofilter campaigns through Snapchat’s self-serve tool or its direct sales team, brands can buy them using the same third-party software they may use to buy Snapchat’s Snap Ads that appear within Live Stories and Discover channels and between people’s Stories. That makes Snapchat’s Sponsored Lens format the only ad type not yet available through its ad API, though nationally targeted Sponsored Geofilter campaigns can also still only be bought through Snapchat’s direct sales team.The timing of Snapchat’s move makes a lot of sense when you consider that travel season, wedding season, graduation season, summer movie …

ColorTV adds search to its OTT services with purchase of Guidebox

ColorTV is a Newport Beach, California-based startup that provides Netflix-like recommendations for Over-the-Top (OTT) providers of online TV that are not named Netflix or Amazon.The company — founded last year — recently added a key new tool to its arsenal, announcing it has agreed to buy TV search and discovery provider Guidebox. Deal terms were not made public.Founded in 2012, Guidebox provides search for more than 50 TV services on Roku, Apple TV, Amazon Fire and other platforms. In other words, if you go into Roku and search for a given program, you’re using Guidebox. The search service can also be used to find content across apps and platforms.[Read the full article on MarTech Today.]

via Marketing Land

My advice to Google and Facebook on brand safety

What do buzzwords and populism have to do with one other?Undoubtedly, you’ve heard the latest buzzword, “brand safety,” as major advertisers like Johnson & Johnson, AT&T, Verizon and hundreds of others have pulled their advertising from YouTube and Google Display Network because it was showing up next to hate-promoting videos. We also recently saw major advertisers pull out of traditional television spots during “The O’Reilly Factor” as its eponymous host faced controversial allegations of sexual misconduct.While RBC Capital analysts believe the financial effect to Google will be a minimal 1.7 percent because of Google’s dominance of search, Bill O’Reilly no longer has a job, and brand safety is a serious issue that has gone unnoticed until now.Due in part to the rise of populism and to our polarized political environment, consumers are hyper-aware of controversy. As people and consumers demand action and answers, brands must follow.Whether you work within the walled gardens o…

4 ways to measure and realize the value in your content

How your content is performing across your site matters — a lot.  But many organizations have trouble measuring and valuing its impact.When it comes to understanding exactly what you’re getting for the time, money and resources you’re investing, it’s critical to acknowledge that what’s on your website could be the first impression a customer will have of your company — or it might even be the only impression they have.For many industries, content is a key component to managing brand perceptions and creating brand value. Studies have shown that content has a better recall value for consumers than other forms of advertising, and it’s also a very cost-effective marketing strategy.So, how exactly do we define and measure this value? Well, here are four key things you should be doing to ensure you’re getting the most from your investment in content.1. Have a (sound) content strategy that includes governance.Before you execute on a strategy, you need to make sure you have a good one. A foun…

Top Tips on Voice Search: Artificial Intelligence, Location and SEO

By 2020 it is projected there will be nearly 21 billion internet-connected devices, or “things” in the world.The explosive ubiquity of this mobile-connected technology has led people to depend on these devices more regularly, with 94 percent of smartphone users claiming that they carry their phones with them frequently and 82 percent reporting that they never, or rarely, turn their phones off.These numbers fall in line with a trend that is longer-standing, with Morgan Stanley reporting as early as 2011 that 91 percent of mobile users have some kind of mobile device within arm’s reach 100 percent of the time.Corresponding with this increase in mobile device usage is the rise of what is called “voice search,” as well as the increasing prevalence of devices that contain “personal assistant” software like Alexa and Siri. People have become increasingly accustomed to the idea of speaking directly with computer devices and accessing information on the internet wherever and whenever they mig…

7 Common WordPress Terms You Need To Know Before Starting A WordPress Blog

WordPress is the most popular blogging platform in the world. More than 27% of all the websites in the world is powered by WordPress. The reliability, fluidity, and the ease of using this platform have endeared it to millions of users the world over.Interestingly, a lot of users are not familiar with some of the most common WordPress terms and what they stand for.Why is that?Because not everyone who uses WordPress is a tech savvy user or developer; they are just people like you & me who are looking for a blogging platform to express themselves or having a website to market their products.If you are using WordPress and you are not familiar with some of the terminologies used on the platform, you are like a car owner who’s unfamiliar with the various parts of the car’s engine. Such a car owner is liable to be exploited by mechanics who know very well that they are dealing with a novice. This is why I have compiled these popular WordPress terminology that you must know.Even if you ha…

LinkedIn officially rolling out Matched Audiences targeting to all advertisers this week

George Dolgikh / Shutterstock.com Marketers will be able to target LinkedIn users based on their web browsing and email addresses sooner than expected.LinkedIn is officially rolling out its Matched Audiences program, starting today, so that by the end of this week all advertisers, including those using LinkedIn’s self-serve ad-buying platform, will have access to the new ad-targeting options.Last month I reported that LinkedIn had slated the rollout for November 2017, based on a leaked presentation published to LinkedIn’s ad sales site. That presentation was a draft document, so it had the wrong timeline, said Irina Skripnik, senior product marketing manager for LinkedIn’s Marketing Solutions division.Matched Audiences is an umbrella program that covers the Microsoft-owned, business-centric social network’s spin on ad-targeting options offered by Facebook, Google, Twitter, Pinterest and others that let marketers target people with ads on a platform using data gathered via that platform…

MyThemeShop Review: The WordPress Themes & Plugins That Wins Customers

The Best WordPress Themes & Plugins That Wins CustomersWordPress has become the first choice for everyone when it comes to website designing and the major reason behind this is that you can very easily customize it the way you want to. Almost every second website these days makes use of the WordPress themes and thus it is pretty important for you to look different from others. There are plenty of options when you talk about the themes as there are so many players in the market serving you with different themes. You must make sure that your websites provide an easy route for a call to action to keep the visitors engaged. Most of you aim to design websites to make bucket loads of money but fail to do so because you do not opt for engaging designs. So, if you are looking for some interesting and innovative designs for your websites, you do not have to work a great deal as the following article will help you a great deal.  Let’s have a look at the review of MyThemeShop which is one of t…