Skip to main content


Showing posts from May 17, 2017

Progressive profiling: Why it’s a win for you and your customers

“First-person marketing,” as my colleague, Matt McGowan, explained in an earlier Marketing Land piece, sees customers as individuals to whom brands must shape their messaging to ensure they’re meeting the person’s needs, interests and goals. Central to first-person marketing is this credo: “Know thy customer.”If you don’t know much about your customers, progressive profiling is an excellent way to gather it directly from the source — your customers themselves — without driving them away with endless questions about their interests, likes and dislikes.Why progressive profiling is a win for everyoneProgressive profiling is rolling out a series of questions at strategically timed intervals across the relationship. This way, you can build up a reservoir of data about your customers over time. And you don’t scare away newcomers by asking for too much information up front.What’s in it for you? The answers your customers give you make you — and your marketing — smarter, and your customers’ e…

Facebook now pinpoints individual posts to keep clickbait out of the News Feed

Facebook is getting more precise in its fight against clickbait.After training its news feed algorithm to recognize clickbait headlines last year and penalize the sites and Pages associated with these posts, Facebook will now target individual posts that link to articles that overpromise and underdeliver in order to better isolate and eliminate the clickbait trying to invade people’s news feeds.Previously, Facebook considered website domains or Facebook Pages at large when hunting for clickbait. That helped its system to broadly identify bad actors that push out a lot of clickbait, but it also made it harder to quarantine the occasional clickbait from an otherwise reputable publisher. Now, by taking into account individual posts, Facebook can strike down these one-off offenses without leveling an entire publication or needing to wait for a publication’s clickbait volume to mount.Facebook expects that most Pages “won’t see any significant changes” to their reach and that publishers who…

FAQ: Everything Facebook has admitted about its measurement errors

To paraphrase J. Cole, Facebook messes up on its math one time; shame on Facebook. Facebook messes up on its math a second time; shame on those of us blindly trusting Facebook’s math. Facebook messes up on its math a third time; time to make a list.To help myself and anyone else keep track of Facebook’s measurement errors, here’s an itemized list of each error Facebook has announced to date, a (hopefully) normal-speak explanation of what the error was, whether Facebook has corrected it or plans to, how it has/will correct the error and what impact the error had on the measurements Facebook reported.Average watch time of Facebook page videosWhen revealed? Late September 2016, revealed by The Wall Street Journal and addressed by Facebook the next day.Error: Facebook calculated the average time people spent watching a video by dividing the cumulative time spent watching it by the number of views. But it only counted views that lasted at least three seconds, which set an artificial minimu…

Live Blog: Google I/O 2017 Opening Keynote #io17

Hello from the Shoreline Amphitheater in Mountain View, where Google is holding its annual Google I/O 2017 developers conference, just across the street from the main Googleplex campus. We expect a variety of product announcements and other news, especially likely to be focused around the Google Assistant platform and Android.The keynote begins at 10am PT. You can watch live here or keep up through our live blog, below:

via Marketing Land

How to market your brand using interactive native content – part 2

via Marketing Land

The podcast option: How audio content can help build a B2B business

For B2B marketing, I’m a big believer in focusing on the one or two primary content vehicles for your brand. Some focus on a stellar email newsletter. Others work toward industry-leading blog content. Some create webinars. And others use podcasts.This doesn’t mean putting all of your eggs in one basket. A newsletter can be used to push out great content. Podcasts and webinars can be featured on a blog. But in a world where content about content is a dime a dozen, a focus on quality means cutting focus in other areas.And while it’s generally easier to produce than video, developing a good podcast can be a hefty time investment. What’s lost in visuals must be gained in depth. But for the right brand, a B2B podcast can be a great way to learn while branding. If you’re considering a podcast as a B2B content option, this post lays out reasons to pick up the mic, and reasons not to.The benefits of podcastingPodcast to learnAs a podcast host, you don’t have to be an expert. You do need to do…

Google Analytics is making it easier to see users across AMP and non-Amp pages

Currently, the way Google Analytics separates users on AMP and non-AMP pages can make it difficult to get a full picture of user behavior across the two page formats. To help make this analysis easier, Google is updating the way it counts and reports site visitors to AMP and non-AMP pages in Google Analytics by unifying user IDs when someone visits a domain via AMP and non-AMP pages.Because the change unifies users across both page types, it will mean some reporting fluctuations. Here are the implications to note as this change takes effect over the next few weeks:User and session counts will go down over time as Google recognizes that two formerly distinct IDs are in fact the same user.When the change occurs, the metric New Users may rise temporarily as IDs are reset.Metrics like time on site, pageviews per session and bounce rate will rise consistent with sessions, with AMP and non-AMP pageviews no longer being treated as multiple sessions. This will continue until all users who hav…

E-commerce sales reach $105.7B in Q1 2017, to make up 8.5% of all retail sales

The US Census Bureau released its latest e-commerce report, showing retail e-commerce sales reached an estimated $105.7 billion in Q1 2017, a 4.1 percent increase over the previous quarter and 14.7 percent year-over-year increase compared to Q1 2016.The Census Bureau says the $105.7 billion estimate is adjusted for seasonal variation, but not price changes. (The non-adjusted retail e-commerce total for Q1 was 98.1 billion – which is actually down 20 percent from Q4 2016.)According to the report, e-commerce sales made up 8.5 percent of the total $1.25 billion in retail sales generated in Q1 2017.Estimated Quarterly U.S. Retail E-commerce SalesThe US Census Bureau plans on releasing its Q2 2017 report on August 17.

via Marketing Land

Google holds onto its trademark as federal court rules it has not become generic

Google has not committed “genericide,” according to the 9th US Circuit Court of Appeals. While people have used “google” to refer to searching online for nearly 20 years, that does not invalidate the company’s trademark.The legal dispute arose when an individual, Chris Gillespie, registered hundreds of domains that contained the word “google” (e.g., in roughly 2012. Google objected, as part of its effort to protect its trademark, and the case went to arbitration.The arbitration panel awarded to Google all 700+ domains Gillespie had registered. Gillespie and another individual, David Elliott, then sued in federal court in Phoenix, arguing that the term “google” was now a verb and had become generic and no longer entitled to trademark protection.Terms like zipper, escalator and aspirin were at one time trademarks that became generic over time. However, this process is not inevitable; it’s typically a function of the trademark owner not sufficiently protecting its mark.…

Brainshark partners with another sales content partner, Seismic

In February, Brainshark announced an integration with Highspot that married the former’s sales training/coaching with the latter’s management of sales content.This week, the Waltham, Massachusetts-based Brainshark announced a new partnership with Seismic, a San Diego-based provider of sales content management and personalization.Customers of both companies will be able to access, on either platform, content from Seismic and the sales training/coaching curricula from Brainshark.[Read the full article on MarTech Today.]

via Marketing Land

International SEO: 5 ways to scale performance

The digital revolution has truly become a global phenomenon.In the European Union, Internet penetration reaches over 80 percent, with some countries reaching well above 90 percent. In China, there are 731 million internet users, representing only 53 percent of the population —  leaving plenty of room for growth.The Internet offers brands an unprecedented way to reach their customers across borders and regardless of language or cultural barriers. Reaching different populations requires an understanding of what people want in these different countries and then producing content to meet these needs.It’s not a matter of simply translating content into different languages, but of applying basic SEO principles of relevancy and localization on a global scale — while also ensuring technical SEO content is delivered in the correct language to the appropriate population.As you get started with your international SEO strategy, here are five ways you can scale your practices to maximize your pote…

Amazon says push notifications are coming soon to Alexa-enabled devices

A big change is coming to Alexa-enabled devices. Rather than only responding after a human asks for information, skills will soon be able to send out alerts when they have information that the user has requested. Amazon revealed its plans Tuesday for the new push notifications feature.Push notifications will only be sent after a user has opted in to getting them. And to be clear, the Echo or Dot unit isn’t going to suddenly start talking on its own. Instead, the device will light up and send out a chime sound to indicate that an alert is ready:When available, users will be able to opt-in to notifications per skill using the Amazon Alexa App and will be alerted when there’s new information to retrieve by a chime and a pulsing green light on their Amazon Echo, Echo Dot, or Echo Show device.Amazon says push notifications will be tested initially by companies such as AccuWeather, The Washington Post, Just Eat and Life360. Once enough user feedback is collected and appropriate improvements…

15 Social Media Tools That Will Instantly Increase Your Engagement

Nothing could be more demanding and time-consuming than manually running a business.When you keep having to do everything manually, you will often spend lots of time without achieving very much.Blogging has many branches, and I bet you already know that all of these branches take time to perfect, especially if you’re someone who values quality (like me).The primary reason people succeed at internet marketing is that they have all of their tedious tasks systemized with tools.Social media marketing, for example, takes up a hell of a lot of time. How can you possibly do all of it manually?You need to be constantly sitting in front of your computer sharing posts on Twitter, Facebook, Instagram, Pinterest, etc. You also need to be monitoring your mentions, comments, follows, and so on.Read: 3 Social Media Marketing Skills That Will Never Go Out Of StyleHow do you manage all of this?Luckily, nowadays, there are many tools on the internet that, once put in place, will take care of all those …

[Reminder] Live webinar: Track, qualify & convert your leads using call and SMS data

Voice search now accounts for 20% of queries on Google’s mobile app and Android devices. Inbound call volume is continuing to increase even as messaging apps and chatbots become more popular. Facebook expects 37 billion call conversions by 2019, as social media’s share of mobile calls to businesses explodes.These trends are enabling digital marketers to extract, attribute, and integrate inbound data like never before. The results are better lead qualification, more effective budget allocation, and improved tracking of the buyer’s journey across campaigns.Join our digital marketing experts as they explore trends driving inbound calls, and how marketers can leverage them to ramp up multichannel campaign results.Register today for “Track, Qualify & Convert Your Leads: Using Call and SMS Data to Drive New Customers,” produced by Digital Marketing Depot and sponsored by CallRail.

via Marketing Land

Marketing Day: Biz Stone returns to Twitter, Facebook admits measurement mistakes & 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:GDPR: Publishers and martech will rely on each other
May 16, 2017 by Todd Ruback
The General Data Protection Regulation (GDPR) goes into effect next year, and the impact on the martech industry will be significant. Columnist Todd Ruback explains how it’s already changing the dynamic between publishers and martech vendors.Why the Google Search Network isn’t working for your B2B business
May 16, 2017 by Pauline Jakober
Many B2B organizations feel that PPC doesn’t work for them, and some are right. But columnist Pauline Jakober urges these businesses to explore a few ideas before giving up on their paid search program.How to build an SEO strategy to dominate your market
May 16, 2017 by Jeremy Knauff
Want to build an SEO strategy that can withstand algorithm updates, growing competitors and industry fluctuations? Columnist Jeremy Knauff explains ho…

GDPR: Publishers and martech will rely on each other

By now, everyone’s calendar should have a big red circle around the date of May 25, 2018, when the General Data Protection Regulation (GDPR) goes into effect. And with 12 months to go, there is still just enough time to complete GDPR readiness projects ahead of the enforcement date.I’ve posited loud and often that martech writ large will be uniquely impacted by the regulation, and I’m cautiously optimistic that the innovators in this critical sector will set the tone for the rest of the digital industry with their own GDPR compliance efforts.Martech’s place in the GDPRMartech underpins the entire digital economy, driving critical advertising revenue vital to many organizations, and it is responsible for millions of jobs in both the EU and the US. All of this is possible when data is collected and used the proper way, but for all of this to continue, the sector must up its game and make sure it can comply with the GDPR.The regulation applies to any organization processing the data of E…

Why the Google Search Network isn’t working for your B2B business

Not infrequently, we hear from B2B businesses that have grown frustrated with the Google Search Network. Their marketing teams have been running Search Network campaigns for a while, but they’ve seen little return on their investment. And so they conclude that, as an ad network, the Search Network simply doesn’t work for them.I can’t immediately dismiss the notion that the Search Network isn’t a good fit for some B2B companies (more on this later). But at the same time, we’ve turned around enough B2B Search Network campaigns to not give up so easily.If your marketing team is struggling to get good (or even decent) Search Network results, you need to check a few items and explore a few ideas before abandoning your campaigns. Sometimes, the solution is simpler than you think.1. The problem of landing page creepWithin tech companies, there’s a saying: feature creep is a great way to kill new products and projects. And the same kind of logic applies to landing page forms.As a PPC agency, …

How to build an SEO strategy to dominate your market

Do you want an SEO strategy that goes beyond incremental growth? One that is defensible by being inherently more difficult for your competitors to replicate? And one that sets you apart from your competitors? Then you’re in the right place, because that’s exactly what we’re going to outline here today.First and foremost, you need to understand the difference between a strategy and a tactic. Don’t feel bad if you’re unsure of the difference, because I frequently hear smart people use both words interchangeably despite the fact that they have completely different meanings.Here’s an easy way to remember: a strategy is a plan to achieve a specific competitive advantage, while a tactic is a method used to achieve it.If that’s still a little confusing, let’s use Google as an example. Their strategy was to become synonymous with search in order to dominate the market, and today, it’s clearly evident that they’ve been successful. Some of the tactics they used to achieve that included:developi…

Pinterest will use image recognition to target ads, including in Lens results

To target ads, Google uses search data, Amazon uses purchase data, Facebook uses social data, and now Pinterest is using photo data.Last year, Pinterest started using image-recognition technology to suggest related pins so that people could tap an object in a photo and see a list of organic pins featuring similar objects. Now the social-slash-search platform will start including, in those results, ads that are selected based on the characteristics picked out by Pinterest’s computer vision, the company announced on Tuesday.“When a potential customer spots a table they like the looks of on Pinterest, visual discovery helps us recognize the style, textures and shapes that make it unique. We can identify it as a ‘rectangular, mid-century modern dining table,’ and show similar products that match the look and feel,” according to a company blog post announcing the move to use Pinterest’s image-recognition technology for ad targeting.For now the AI-triggered ads will only appear in the Relat…