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Showing posts from May 11, 2017
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Snap bought a company in March and product updates hurt user growth, per new filing

A day after posting a disappointing first-quarter earnings report, Snap Inc. released a regulatory filing that offered more details about the parent company of Snapchat’s business, like a previously undisclosed acquisition, some reasons for last year’s audience growth slide and the exact size of its US business.First the acquisition. In March, Snap bought “a company that operates a cloud-hosted platform for building content online.” Snap paid $20.1 million for this unnamed company, including $18.2 million in cash, plus $20.0 million in stock offered to “certain continuing employees” for staying on at Snap.Asked for more details about the acquired company, like its name, what its “cloud-hosted platform” does exactly and how its employees and team are being used at Snap, a Snap spokesperson declined to comment on Thursday.Now for the audience growth issues. When Snap filed to go public in February, a lot of eyes zoomed in on the deceleration in Snapchat’s daily audience growth, which ha…

What will Echo Show’s screen mean for the digital assistant device market?

If Amazon had introduced the Echo Show before its original Echo speaker device, it might not have been as successful. It might have been seen as redundant or unnecessary — after all, people already have PCs and tablets and smartphones.But now that it’s here, I suspect it’s going to be very successful, especially given Amazon’s installed base and aggressive pricing. If so, Google will probably feel compelled to release a version of Home with a screen. And third-party OEMs will create devices with screens using Cortana.It will be interesting to see whether and how much the Show changes the direction of the digital assistant market. In one sense, it doesn’t change anything; digital assistants are already on PCs, smartphones and tablets. These are assistant-enabled touchscreen devices.However, it does potentially change what might be called the “kitchen experience.” Because that’s where most of these Echo Show devices will probably live. The current “headless” (screen-free) experience we’…

Survey: Only 24 percent of SMBs seeing positive ROI on Facebook

Dozens of small business surveys have shown high levels of Facebook adoption, as well as high demand for social media marketing. However, a new survey from Manta has some interesting “contrarian” findings.The survey polled more than 4,700 US small businesses with fewer than 10 employees. It found that only 49 percent had a Facebook Page. This is at least 10 points lower than other surveys.Manta also discovered that only half of those with Pages were seeing a positive ROI. One potential explanation is that almost 75 percent were spending less than two hours a week on Facebook marketing, with most spending less than one hour.How much time do you spend per week on Facebook marketing for your business?58 percent — less than 1 hour16 percent — 1–2 hours12 percent — 3–5 hours5 percent — 6–10 hours10 percent — 10+ hours a weekIn addition, most businesses publishing content were posting less than once a week.How often do you publish new posts on your Facebook Page?9 percent — once daily7 perc…

UNILAD takes back lead as top video creator in April, but video views down across the board

UNILAD regained the No. 1 spot on Tubular Labs’ top 10 list of the most viewed video creators for April. After eight months in the lead, it had dropped to No. 4 in March. Earning 2.9 billion video views last month, the video publisher is back on top.The 2.9 billion video views UNILAD earned in April was actually 2 million below its March numbers, when the video publisher ranked No. 4. According to Tubular Labs’ data, video views were down across the board in April, with the top 100 brands and creators generating a combined 60 billion views — 10 billion fewer than the 70 billion views earned in March.The LAD Bible, which won 4 million fewer views in April than in March, dropped to second place, with 2.8 billion total views.BuzzFeed’s Tasty — a video creator that had consistently ranked in the top 10 — completely dropped off the list last month after falling to No. 7 in March. In July 2017, Tasty lost its No. 1 spot to UNILAD after holding the lead for seven straight months. Since then,…

Google Answer Box Strategy: The Dos and Don’ts

There is significant evolution occurring, on an almost daily basis, when it comes to Google’s search engine results page (SERP).Recently, Google’s SERP has gone through yet another evolution, with the addition of a rich featured snippet known as Google’s Answer Box. Since its initial launch, the Answer Box Snippet has continued to gain traction, but it wasn’t until 2016 that brands really started utilizing it.To get a better understanding of how companies use it, our team at iQuanti ran an internal analysis across multiple enterprise SEO organic footprints in multiple industries, and found 4-6 times the growth of keyword terms now triggering an Answer Box result.As we all know, Google tries to interpret search intent based on selected keywords and associated behavior models. Within this model, Google attempts to surface a relevant result and display it within the SERP as a highlighted boxed result – known as an Answer Box.Google is known to test features, innovations and algorithmic u…

Taking Goliath down: How to compete with the giants in your industry

Marketing a business — especially a smaller business — can often feel like a David and Goliath scenario. Your competition is bigger, better funded and branded. How do you compete with that?While it’s true that a well-established company has a lot of advantages over a startup, do you remember the old joke about David and Goliath?Q: Why was Goliath so surprised when David hurled a pebble at him?A: Because such a thing had never entered his head before…Yes, it’s a corny joke, but it exposes an important truth about startups and other small businesses. A good entrepreneur doesn’t start a business because they want to be Walmart or Amazon or Apple. A good entrepreneur starts a business because they recognize an unmet need — something that has never entered the head of their giant-sized competition before.However, although many businesses are started because of an unmet need, far too many business owners get sucked into the trap of trying to be the competition. They try to compete on the sa…

What does voice search mean for your local SEO strategy?

The ubiquity of virtual assistants like Siri, Cortana and Alexa, together with improvements in technology, has led to an uptick in voice search queries.For businesses that rely on local search traffic, this has important ramifications for their strategy.So how can businesses ensure they aren’t left behind when it comes to local search?Produced in collaboration with Brandify.OK, Google…what’s going on with voice search?Voice search is a growing trend that has been pinging the radars of savvy search marketers for the last few years.In 2016, conversational AI company MindMeld surveyed smartphone users in the US, finding that 60% of users who used voice search had started using it in the last past year – indicating rising adoption rates. This is backed up by Mary Meeker’s 2016 Internet Trends Report, which found that Google voice search queries in 2016 are up 35x over 2008, now making up 20% of searches made with the Google Android app.It’s not hard to see why. Voice searches are fast (hu…

What marketers should know about Snap’s Q1 2017 earnings report

Only two months old as a public company, Snap Inc. is already experiencing growing pains, except the pains are from not growing enough.Yes, in the first quarter of 2017, Snapchat’s parent company did reverse the quarter-over-quarter daily audience growth deceleration it had suffered since Q3 2016, when Instagram copied Snapchat’s popular Stories feature. But only by a little.Yes, in Q1 2017, 166 million people, on average, checked Snapchat every day, and those people, on average, spent more than 30 minutes using Snapchat a day, Snap CEO Evan Spiegel said during the company’s first-ever earnings call on Wednesday. That’s up from 25 to 30 minutes in Q4.And yes, in Q1 2017, Snap’s revenue increased by 286 percent year over year to $149.6 million. Of that money, $129 million came from ads that Snap’s sales team sold, and $12.3 million was from ads that Discover publishers sold. The remaining $8.3 million in “other” revenue was “primarily driven by Spectacles,” said Snap CFO Drew Vollero, …

A Peek Into Potential New Home Automation Features For Android

Home automation is something which has been growing in leaps and bounds over the past years, especially given the increasing reliance on mobile technology which people are now showing. The newest developments in technology and future developments are looking at a more integrated household system which would allow for a greater degree of control over those systems on the part of the homeowner. As the pace of modern life increases, home automation is becoming focused on making home life more luxurious, easy, and relaxing in as many ways as it can, from creating thermostats which can be controlled from a mobile phone, to table lift which can readjust a TV without the owner needing to lift more than a finger. This embedded technology, as it is becoming known, has been appearing in smaller aspects of the home over the past few years, but the Internet of Things ideology which is beginning to permeate the ideas of automation.With technology shifting to incorporate more and more automation on…

Google URL Shortener: Everything You Need To Know

Generally, URL shortening doesn’t get front page coverage in most marketing blogs, and it is considered a secondary activity that needs to be passively pursued. There is an element of truth to that, but it is important to know how to use a link shortener to your benefit. In this guide I have covered everything you need to know about Google URL shortener service (Free) & everything else that would help you understand why digital marketers are such a fan of URL shortener services.Why a link shortener?URLs are clunky and sometimes downright ugly. They don’t make a lot of sense for readers, and they destroy the aesthetics of everything. Most importantly, having a large URL doesn’t add value to anyone.Using a link shortener is needed because it’s better when the URLs are smaller and take up less space. A big thanks to Twitter for their 140 character limit that has made it essential for us to keep using link shortener.About Google URL Shortener There are quite a few URL shorteners out t…

Marketing Day: Link relevancy vs authority, Facebook AI efforts & affiliate networks

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:Bringing much-needed transparency to RTB
May 10, 2017 by Alex Bornyakov
Real-time bidding (RTB) is great for scale and efficiency, but it can come with risks for brand image, as recent developments have highlighted. Columnist Alex Bornyakov discusses these risks and explores whether it is possible to increase transparency in this programmatic channel.The power of location audiences: A buyer’s guide & scorecard
May 10, 2017 by Michael Della Penna
Location data can help take your marketing and advertising to the next level, but columnist Michael Della Penna says brands and agencies must do their homework before investing in location data, buying audiences or looking at offline attribution.Relevance vs. authority: Which link has more value? (Part 1)
May 10, 2017 by Andrew Dennis
When pursuing a link, which is more important, relevance or autho…

Bringing much-needed transparency to RTB

Controversies involving YouTube are nothing new, but when well-known brands, including Walmart and PepsiCo, start boycotting the platform, it’s clearly time to sit up and take notice.Many brands have pulled ad campaigns from Google-owned YouTube following revelations their ads were being served alongside extremist or offensive content. Not only is poor ad placement bad for brand image, it also provides revenue for content creators; in other words, brands are unintentionally funding bigotry, racism and terrorism. The automated real-time bidding (RTB) environment YouTube uses to place ads is taking some of the blame for the situation, with advertisers now demanding increased transparency into where their ads appear.So, is RTB worth the risk for brands, and is it possible to increase transparency in this programmatic channel?With the negative reports around RTB and open exchanges, you might wonder why any advertiser would choose to transact via this channel. The simple answer is that RTB…

The power of location audiences: A buyer’s guide & scorecard

There has been a lot of discussion about proximity marketing and location data. If you haven’t been following the emergence of location intelligence platforms, they are data platforms that ingest location signals collected from GPS, WiFi and sometimes beacons, and combine those signals with other data sources to do a variety of things, including:Create location-based audience segments/targets. Signals collected can be used to create location-based audience segments such as moviegoers, retail shoppers and others. These audiences are created when the signal, such as lat/long, is collected and combined with other sources, such as a point of interest (POI) database. Additional attributes and insights may be added to the data, such as frequency and demographics, to create highly targeted audiences based on the individual’s offline behaviors — e.g., frequent (three or more times per month) department store shoppers. These segments can typically be found on various marketplaces, including DM…

Relevance vs. authority: Which link has more value? (Part 1)

Relevance versus authority: these two metrics are always at the forefront of a link builder’s mind.Both authority and relevance should be part of theoverall evaluationof a given link. In an ideal world, every link we secure would be from sites that are both authoritative and highly relevant to our own site.But what if you had to pick one or the other? Which is more important: relevance or authority?This is a very difficult question to answer and a constant source of passionate debate at Page One Power. There are many nuances, and link opportunities are never cut-and-dried in the real (online) world.Relevance versus authority can be particularly challenging forbeginner link builders as they begin the arduous process of securing links. To dissect the issue, I posed the following question to a number of the best and brightest minds in search:“All other metrics being equal, would you rather have a high-authority link with lower relevance or a highly relevant link with low authority?”I rec…