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Showing posts from April 28, 2017
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Someone reposted your Page’s Facebook video? You can now take some of their ad $

Publishers, Page owners and video creators can now make some money when their copyrighted videos are reposted by other Facebook users.That’s one of several new options for video creators/owners that Facebook outlined this week. Users of the Rights Manager tool are getting an expanded set of choices for handling copyright violations. Facebook now offers four actions, including the opportunity to dip into the pockets of the offending user and claim some of the ad revenue generated by the offending video:Claim ad earnings: Allows rights owners to claim a share of the money generated if an Ad Break runs in a piece of content that matches the rights owner’s reference file. We’re still early days with testing Ad Break, but this option may be something rights owners want to use in the future.In addition to that, video owners have three other options: block the offending video from being visible on Facebook; keep it viewable but monitor the video metrics and choose a different response later;…

How to secure buy-in for your content marketing program expansion

While you understand the importance of content marketing and the potential it has to drive business, do those above you? If you’re struggling to secure buy-in from your management or executive team to expand your content marketing program, here are a few tips that can help.Understand their positionMost executives are responsible for a budget and, in turn, proving ROI on the expenditures they approve. To secure buy-in for your content marketing program expansion, you need to make it easy for them to see the return they’re getting.If you want to expand what you’re doing today and need extra help, new tools or a bigger budget, you must make the case but explain it in terms that matter to the executive team. Can you tie your efforts to the bottom line somehow? That’s probably what matters most to them.Many higher-ups aren’t as familiar with the day-to-day work involved in running a successful content marketing program. They don’t have the time to be in the weeds with the details. They are…

Are you grateful for digital? Part 2: Q&A

In my most recent column, I challenged you to ask if you were grateful for digital. I argued that while marketers claim to be customer-centric, our campaigns rely more on our need to meet sales goals than any objective of the customers.Well, it got me thinking, do others have similar feelings? Are they grateful for digital? I asked Lynn Wunderman, Director at Pebble Post (my employer), how she feels. Wunderman is a seasoned marketing professional with over 30 years’ experience in direct marketing, database marketing, communications, consulting and general management. Turns out, she has some strong opinions herself, and she shared her insights below:Q: Are you grateful for digital?From a data perspective, I find it’s a mixed blessing, and as you touched on in your column, many of my colleagues feel the same way. I am grateful, because all the data we have access to today gives us the potential to make digital marketing really timely and relevant. However, I’m not grateful because there…

Amazon beats expectations in Q1 2017 with 23% jump in revenue

Amazon crushed expectations with its Q1 2017 earnings report Thursday.The company reported net sales revenue of $35.7 billion, a 23 percent spike from Q1 2016’s revenue of $29.1 billion. That’s just slightly above what analysts expected. The bigger surprise was earnings per share (EPS) of $1.48, way above the $1.13 that analysts had predicted. Amazon’s EPS a year ago were $1.07.In Amazon’s earnings announcement, CEO Jeff Bezos specifically called out the success of his company’s recent investments in the Indian e-commerce market:“Our India team is moving fast and delivering for customers and sellers. The team has increased Prime selection by 75% since launching the program nine months ago, increased fulfillment capacity for sellers by 26% already this year, announced 18 Indian Original TV series, and just last week introduced a Fire TV Stick optimized for Indian customers with integrated voice search in English and Hindi,” said Jeff Bezos, Amazon founder and CEO. “We’re grateful that …

Microsoft reports $23.5 billion in revenue but misses Wall Street expectations

Microsoft announced quarterly earnings Thursday afternoon, with earnings that beat expectations, while revenues just missed Wall Street consensus estimates.The company reported $23.5 billion in revenue and earnings of $0.73 per share. Financial analysts had expected $23.6 billion in revenue and earnings of $0.70. Shares were down roughly 1.5 percent in after-hours trading.Here are the company’s three business segments and their respective revenues:Productivity & Business Processes — $7.96 billion (up, driven by LinkedIn and Office 365)Intelligent Cloud — $6.76 billion (up)More Personal Computing — $8.84 billion (down)LinkedIn contributed $975 million in revenue to Productivity & Business Processes.More Personal Computing was the source of the revenues miss and was down 7 percent overall. In particular, Surface revenue was off a surprising 26 percent. However, Windows OEM revenue grew 5 percent. Search ad revenue was up 8 percent. More detail, including the earnings slides, ava…

Facebook pixels get upgrade to track actions & page data

The engine behind Facebook’s tracking and targeting just got an upgrade. The Facebook pixel helps track conversions, optimize ad spends and retarget users. An upgrade to the pixel was just rolled out that will now capture more information, including actions and page structure and data.The biggest area that marketers should pay attention to is the ability to track actions based on site use. These actions include clicks like an “add to cart,” “click to call” or “purchase.” This should help advertisers gather more data on their site without having to implement custom events. The page metadata that will now be passed along includes Opengraph or Schema.org data included on the page.According to the Facebook for Developers page, you can also turn off this new upgrade by implementing the following instructions:If you’d like to configure the Facebook Pixel to not send this additional information, you can add the line fbq(‘set’, ‘autoConfig’, ‘false’, ‘FB_PIXEL_ID’) above the init call in the …

Alphabet reports $24.75 billion in Q1 revenues, beating expectations

Google parent Alphabet Inc. announced revenues of $24.75 billion for the first quarter of this year, a 22 percent increase year over year. That’s above analyst expectations, and the stock is up in after-hours trading.Ad revenues were $21.4 billion, a 19 percent increase over Q1 2015. Google site revenues were $17.4 billion (up 21 percent), and network revenues were $4 billion (up 9 percent).Paid clicks were up on Google sites and network properties, 53 percent and 10 percent respectively. The trend of lower YoY CPCs continued, with Google site CPCs down 21 percent and network CPCs off 17 percent.Alphabet made some changes to the way it reports paid clicks and CPCs this quarter: “In the first quarter of 2017, we refined our methodology for paid clicks and cost-per-click to include additional categories of TrueView engagement ads and exclude non-engagement based trial ad formats. This change resulted in a modest increase in paid clicks and a modest decrease in cost-per-click.”The follow…

SMB trust survey: Amazon No. 1, Google No. 3, Facebook No. 20

Small business (SMB) networking site Alignable has released its latest quarterly SMB Trust Index. The rankings come from net promoter scores (NPS) from 23,000 small businesses.There are 86 brands in the index. The company does not screen for verified customers as a prerequisite for rating the companies on the list.Each individual category has leaders and laggards. However, the following is the overall list of most trusted brands, based on the NPS survey data:Top 20 most trusted brands
AmazonWordPressGoogleAppleFedExAuthorize.NetStripeUPSPayPalLinkedInTwitterVistaprintSquare1&1MicrosoftDropboxMailChimpIntuit QuickBooksPinterestFacebookThere’s a fairly high degree of volatility in these ratings. For comparison, the following is the top 10 list from November of last year:AmazonWordPressAuthorize.NetGoogleMailChimpFedExInstagramSquareTwitterLinkedInOne of the more interesting observations of the report is that “less than half (44 percent) [of brands rated] earned positive brand sentime…

Audiences: It’s not just ‘who’ — it’s ‘where’ and ‘when’

Direct response marketers think that brand marketers have it easy (not really), because most brand marketing plans are centered around discussions of audience demographics, psychographics, personas, or even household-based consumer lifestyle segmentations. These elements — all of which focus on the “who” — combine and become a primary focus of the media plan, and then ad placement is layered onto that; they’re also heavily relied on when drafting the creative briefs for online and offline ads, and they often shape the landing page user experience.But in today’s dynamic — and often highly confusing — media environment, “who” needs to be considered in terms broader than its classic demographic, psychographic or persona-based definitions permit. “Who” can (and should) include time and place — both geographically and contextually (what a given individual is doing) and should also be considered in terms of adjacency (“who else” is vying for the audience’s attention at the time they consume…

Marketing Day: iSpot analytics, Oracle chatbots & Quora ads

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 modern marketer’s guide to machine learning algorithms
Apr 27, 2017 by Sean Zinsmeister These days, every business is in the data business, and columnist Sean Zinsmeister explains that to make better decisions, leaders need to use machine learning and analytics to find actionable patterns in the data.Simple tips to get your app indexed, ranked & installed
Apr 27, 2017 by John Lincoln Got an app you’d like to promote? Columnist John Lincoln provides some basic tips for helping your app to appear in Google’s “app pack” search results.What is the value of a ‘Like?’
Apr 27, 2017 by Brad O’Brien Brands welcome social Likes, but what is their true worth? Columnist Brad O’Brien dives into the impact of a Like on a company’s bottom line and how to incorporate it into your marketing strategy.Oracle adds chatbots, smarter recommendation engine t…

The modern marketer’s guide to machine learning algorithms

Most marketing (and sales) teams have seemingly simple goals: identify your best customers, target prospects who look like them, facilitate a positive buying experience, and bring these prospects into your customer community.The challenge with this is that companies are faced with an onslaught of data, making it impossible to economically throw humans at each of the aforementioned objectives. Much business learning and many routine tasks can be done faster and better with automation and AI. People simply will never be able to sift through all that data at the same rate as machines, and certainly not with the precision that well-designed algorithms can bring to the table.These days, every business is in the data business, and in order to make better decisions, leaders need machine learning and analytics to find actionable patterns in the data. But first, it’s important to clearly define the problem you’re trying to solve. For example, if your company struggles with customer churn issue…

Simple tips to get your app indexed, ranked & installed

Do you have an app that you’d like to rank in mobile search engine results? If so, you’re going to need to make room in your SEO strategy for app optimization.For apps, there are distinct ranking factors. Although they are similar to ranking factors for a standard web page, there are differences that you need to know about.Here’s how you can optimize your app to get the best possible rank.Yes, you need to optimizeAccording to a recent Google report, 27 percent of users find apps through a search engine. That’s up from 2 percent to 3 percent in 2014.That trend will likely continue. Why? Because Google is emphasizing app downloads from search results while brushing aside Google Play as a search engine. Google has also become better at ranking apps, a trend we can expect to continue.Even though 40 percent of people still find apps by searching in an app store as of now, it’s still a great idea to plan for the future and optimize your app so people can find it with a search engine.[Read t…