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Showing posts from May 13, 2017

Let’s get visual: Shopping from within images

A little over a year ago, I published an article on the importance of data feeds as influencers of future search:Structured data feeds front-load the search engine results pages (SERPs) with user-rich information, creating a new search experience for more personalized, localized and actionable results.Fast forward to today, and we’re seeing innovation in visual shopping experiences using AI to identify an element within an image and show you similar images, similar products and where you can buy said products. From movies to local business listings and voice search results, structured data — both on websites and in data feeds — is playing a central role in moving search forward.The search engines and retailers continue to pursue newer, better — more structured — ways to communicate and for consumers to take action. This includes the transformation of image search into a visual search which takes shopping to a new level, as searchers can now use images as query inputs. It’s a win-win —…

What can legacy media teach us about programmatic’s future?

In 2012, when Newsweek announced that they were going to scrap their print edition and go all digital, it felt like the culmination of an inevitable trend. The march of content away from legacy formats and toward the infinite horizon of digital distribution was inexorable and unstoppable. Print was dead or dying, and there was no point in resisting it. If media were to survive at all, it was to do so as digital media.Now, five years later, digital’s own future hits an inflection point as it faces growing pains that we all grasp now: non-human impressions, non-viewable inventory, unsafe supply and the rise of ad-blocking users. As digital comes of age, I wonder if there’s not something about those old days of legacy print media and linear television that we might take back if we had the chance.How we got here and what we lost along the wayLet’s not overindulge in nostalgia here. Let’s first take a moment to appreciate our arrival to the current state. Digital media has provided a serie…

The future of B2B marketing: ABM and AI

If you’ve been in marketing for a while, you’ve probably come across a copy of Don Peppers and Martha Rogers’ book, “The One to One Future.” (If you haven’t, it’s a good read for any B2B marketer.) Written in the 1990s, the book painted a bright future — one where marketers could connect with their audiences on a more personal, one-to-one level. The idea was simple: all of the new technology and data flooding marketing at the time would pave the way for personalized, incredibly relevant customer experiences.Two decades later, we’re still not any closer to making this vision a reality. In fact, I’d argue that the technology we’ve deployed has, in many cases, pushed us further away from that 1:1 connection. We’ve taken innovative technologies and platforms like marketing automation and digital advertising and used them to spam our audiences with millions of untargeted, irrelevant messages.As a result, marketers haven’t been able to deliver on what our customers really need: a personaliz…

VoiceLabs launches audio ads for Alexa skills

Amazon Echo, housing the Alexa intelligent agent Voice analytics company VoiceLabs introduced audio ads for Alexa to help developers make money off their “skills.” The company promises these sponsored messages are “native voice” audio ads, specifically optimized for Alexa and potentially other voice assistants.CEO Adam Marchick told me that the company had extensively tested the new, interactive format and saw an extremely high degree of acceptance. “Out of more than a million impressions we had less than five negative responses,” he said. Those negative responses were in the form of critical reviews that mentioned the ads. That’s less than a fraction of 1 percent.He also told me that there was “no retention degradation” from exposure to the ads. Consumers came back at same rates as those who were unexposed.Marchick said that the sponsored messages are designed to be multi-part stories that play over time in 6 or 15 second installments. An Alexa user could hear part one at 7am and then…

Start Listening! 7 Real-World Tips for Better Social Engagement

Pepsi… Fox News… Uber. Look at recent headlines, and you’ll see the impact social media can have on a brand. In today’s 24/7 news cycle, responding quickly and appropriately to customers on social media can be the difference between success and disaster.Why do brands still struggle with social media? It’s complex: new social networks and touch points are constantly emerging, it’s hard to scale and integrate multiple departments and martech systems, and it’s unpredictable. You have to be ready for anything to go viral.Join our social marketing experts from MMI Agency and Lithium as they show how to improve social engagement and go from broadcasting to conversing with customers. You’ll hear best practices and results of a recent research study on the social engagement of 70 global consumer brands across hundreds of social channels.Register today for “Start Listening! 7 Real-World Tips for Better Social Engagement” produced by Digital Marketing Depot and sponsored by Lithium.

via Marketi…

Relevance vs. authority: Which link has more value? (Part 2)

Welcome to Part 2 of my series on relevance versus authority in link building. In this series, I’m sharing expert opinions from around the SEO industry. The question I asked these experts was:“All other metrics being equal, would you rather have a high-authority link with lower relevance or a highly relevant link with low authority?”In Part 1, I shared answers from those who opted for a highly relevant link over a high-authority link. They made some excellent points about the merits of relevance.However, there were also a fair number of respondents who made a case for authority, which I will share here. This is why I wanted to explore this topic with industry experts — there are valid points to be made on both sides.Expert opinions: AuthorityWithout further ado, let’s go through the answers that favored authority.Authority links impact search moreSome of the experts who chose the high-authority link cited the impact these links can have on search.“As far as I’ve seen, I’d rather have …

Canonical tags are easy, right? What’s the worst that could happen?

In an ideal world, there would only be one version of each page. Too bad the world is messy and the same content can exist at multiple locations on the same website and other websites. Years ago, a solution was adopted to help with these duplicate content issues: the “canonical link element,” better known as a “rel=canonical” or “canonical tag.”How does a canonical tag help with SEO?The canonical tag helps solve duplicate content issues by setting the preferred version of a page and passing signals such as links to the preferred version. The tag helps consolidate duplicate content caused by issues such as:HTTP and HTTPSwww and non-wwwparameters and faceted navigationsession IDstrailing slashesindex/default pagesalternate page versions such as m. or AMP pages or print versionsWhere to add a canonicalMost SEOs are aware that you can use a canonical tag in the head section, such as:<link rel="canonical" href="" />What you may not realize is …

Marketing Day: Interview with Lenovo’s CMO, getting display measurement right & 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:How Lenovo uses martech to build unified campaigns around its separate business groups
May 12, 2017 by Amy Gesenhues
A CMO’s View with David Roman, Lenovo’s Chief Marketing OfficerCMOs, invigorate your brand and your career
May 12, 2017 by Brent Hieggelke
Looking to keep ahead of the curve in your marketing career? Columnist Brent Hieggelke shares the trends and technologies that will help you be innovative and thrive as a CMO.Why it’s more vital than ever to get display measurement right
May 12, 2017 by James Collins
As marketers continue to push for better ad transparency, columnist James Collins explains why now, more than ever, you need to be able to understand the true value of your display marketing.3 Account-Based Marketing trends for 2017
May 11, 2017 by Digital Marketing Depot
Data-driven Account-Based Marketing (ABM) is creating a dig…