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Showing posts from May 20, 2017

How To Keep Your Domain Name Safe From Hackers

Every day, several thousand domain names get stolen, and hundreds of WordPress blogs get hacked. You cannot afford to be on the list of people losing their domain names under avoidable circumstances. You must avoid domain theft at all cost so that the asset you’ve invested in for years will not get stolen. In case you don’t know, your domain is a part of your brand identity , and it’s also a potential gateway to wealth. You may have heard that some domain names have been sold for millions of dollars in the past. Just recently,  Travelzoo sold the domain for $2.89 million . This was the same domain they acquired in 2009 for $1.76 million. Check out this list  of other domain names that have been sold for over $35M in the past. All that aside, do you know that there are easy ways you can protect your domain name against theft? Knowing the various tactics employed by domain thieves will help you in taking proactive measures to keep your name safe. Here’s How To Avoid Domai

5 strategies to improve your ad copy

Ad copy is a very important element in online advertising, but it’s often “set and forget” — once written, advertisers move on to newer and/or sexier strategies and tactics. Ad copy is often one of the first areas I focus on to boost advertising efficiency. And, if I focus on iterating ads, I can often continue to improve ad performance. In this article, I’ll suggest some elements you can use to put some pep into your ads and improve their overall performance. Before getting started, here are some general pointers: Good ideas can take time to come together, so put some time into your ad copy. I brainstorm ideas and intentionally sit on them for a while. I find this valuable, as I often come up with additional ideas when I’m not specifically thinking about my copy. (Keep a device or pen and paper handy to jot them down!) The extra time also gives me time to brainstorm and/or run ideas by colleagues, run a mini-focus group or talk to potential customers to further refine ideas. Ad

MarTech, conversational UI, and the future of connecting with customers

Of the growing set of new themes in the exceptional content at this year’s MarTech San Francisco conference , one stood out in particular: conversational interfaces. Conversational interfaces, or virtual assistants, are growing in popularity and use by marketers. Nick Pandolfi of Google’s Product Partnerships team closed out the Experience Track at MarTech SF 2017 with a 20-minute TED-style talk on the “next new wave” of interfaces: conversational agents. Here is my digest of Pandolfi’s enlightening presentation, which includes Google’s view on this emerging topic, as well as five tips on designing for the conversational interface. The next interaction paradigm In the continuing evolution of the digital frames we interact with, the next new wave of computing, Pandolfi suggested, is conversational agents. Beginning with websites created by publishers, we’ve seen developers make the progression from the browser to touch apps on mobile devices. Conversational agents — in essence, ser

Using search and social to support TV advertising

Brands still invest a significant amount of advertising in TV. According to eMarketer, TV spending will be over $72 billion in 2017. While TV is great at reaching a large audience, it is most effective when combined with an effective search and social strategy to be able to fully pull through with your audience. As your media planning efforts go into full swing, it is important to understand what effect TV will have on your other channels and what best practices can be put in place to ensure your campaigns capture all potential extra eyes on your brand. ROI can only improve if the channels are integrated and not managed in silos. How SEM can support TV advertising Be ready for increased branded and unbranded traffic.  With over 70 percent of users having a second device up and running while watching TV , according to Manhattan Research, advertising on TV can drive immediate reaction and inquiries for your brand. This needs to be taken into account when planning budgets for the yea

The effect of Moore’s Law on behavioral marketing

In 2003, I wrote my first analytics package. I had the same problem all marketers had: I could do almost anything with digital marketing. I could easily create ads, pages and emails with any text, any font, any image. I could add video, animations, and even make aliens dance to sell car insurance. But how could I know which would work best for me? Big e-commerce sites had access to sophisticated analytics packages costing thousands of dollars a month. Not me. I was spending about a quarter of my time evolving the code I wrote. I eventually released it to SourceForge as Open Source Online Marketing , or OSOM. Then, in 2005, Google launched Google Analytics. Overnight, managing my analytics setup took just a fraction of my time. And it was free. This was my first experience of Moore’s Law in the world of behavioral data. Apparently, we can’t shake Moore’s Law, not even those of us in the marketing and advertising game. It is now cheaper to create and use behavioral data than it is no

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. vi

Marketing Day: Facebook offers publishers guidance, Dwyer Group CMO interview & 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: Google Actions are now available to smartphone app developers May 19, 2017 by Barry Levine The tech giant adds Actions to phones, plus purchase history, hotword support, shortcuts, and a new app directory to Assistant. Distil buys Are You a Human, launches free bot detection plug-in for Google Analytics May 19, 2017 by Barry Levine The plug-in, which Distil said is the first of its kind, can detect ‘close to 100 percent’ of bots running JavaScript from a web page. After recent News Feed changes, Facebook offers guidance for publishers May 19, 2017 by Tamar Weinberg Recent changes to target clickbait, misinformation and sensationalism may have some publishers nervous. How Dwyer Group connects the dots between its 13 different home-service franchise brands May 19, 2017 by Amy Gesenhues A CMO’s View with Lisa Zoellner, chief marke

7 unannounced updates to Google My Business we’ve seen in 2017

We all know that Google is constantly launching updates to their products ( over 1,600 last year ), and some of these changes are well covered and some slip by unnoticed. I have quietly been keeping track of some of the major changes I’ve noticed so far this year that would impact those of us who work in Local SEO and wanted to share my observations. 1. Google removes permanently closed listings from the Local Finder If you look at the picture from my article last year about permanently closed listings , you’ll see that there used to be tons of “permanently closed” listings ranking in the Local Finder. They would typically show up at the end of the list (after the open ones), and if you edited a ranking listing to make it appear permanently closed, it would instantly drop to the back of the list. I haven’t seen a single “permanently closed” listing in the Local Finder in months. This is mostly a good thing, since they aren’t overly useful for users. The “permanently closed” label

Google Actions are now available to smartphone app developers

This week, Google added some ways that developers of Google Assistant can help users get things done. Last fall, Google unveiled Actions on Google, which allowed developers to add apps and services to the company’s Assistant intelligent agent on the Google Home device. Now, the tech giant has  announced that Actions are available for Assistant on Android phones and iPhone. [Read the full article on MarTech Today.] via Marketing Land

Distil buys Are You a Human, launches free bot detection plug-in for Google Analytics

Bot detection service Distil Networks announced this week that it has purchased human detection service Are You a Human . And the San Francisco-based Distil has now launched a free bot detection plug-in for Google Analytics, called Distil Bot Discovery , based in part on Human’s acquired tech. Deal terms were not made public. The companies said that the new plug-in is the first of its kind for Google Analytics. Distil CEO and co-founder Raid Essaid told me that Analytics’ current bot detection is “terrible,” since it relies on the Interactive Advertising Bureau’s slow-moving list of bots and spiders . Distil estimates that Google’s bot filtering catches less than 1 percent of bot traffic on most sites. [Read the full article on MarTech Today.] via Marketing Land

After recent News Feed changes, Facebook offers guidance for publishers

Are you a publisher who’s looking for tips about how to connect and engage your Facebook fans? Facebook has just shared a series of guiding principles to help publishers reach readers while following its Community Standards , which discourage clickbait, misinformation and sensationalism. Facebook assures publishers that it doesn’t pick out what people should be reading, but rather what they  want to read. If publishers know their audience, they should know how best to connect to that audience. However, Facebook encourages publishers to focus on these qualities in what they publish: Informative : This subjective factor considers how users have engaged in the past. People value stories that provide informative context to their lives, which is different for each and every person. Some are interested in sports, others in politics, and yet others in cooking. Meaningful : Facebook’s descriptor takes into account many personal factors, such as how close someone is to a person or page a