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Showing posts from June 7, 2017

Instagram’s direct-response Story ads are available for self-serve buys

Publishers have shown that people viewing Instagram Stories are willing to swipe up to visit a site. Now it’s time to see if that’s also the case for advertisers.Instagram has officially started selling ads that can appear within people’s Stories feed and link to a brand’s site or app-install page in Apple’s or Google’s app stores. Ad Age reported a couple of weeks ago that Instagram has been testing direct-response ads within Stories, and Instagram has since made them available through Facebook’s self-serve ad-buying tools, Ads Manager and Power Editor, as well as through Facebook’s advertising API.Coinciding with the rollout of swipeable ads in the Stories feed — which is viewed by more than 200 million people daily — Instagram now lets advertisers set objectives for these ads, like whether a brand wants people to view the video, visit a website, install an app or complete a specified conversion event, for example, adding a product to a shopping cart on a brand’s e-commerce site. Th…

Wall Street Journal’s Google traffic drops 44% after pulling out of First Click Free

In February, The Wall Street Journal stopped participating in a program allowing Google visitors to bypass its paywall. The publication has now discovered, as was predicted, that it no longer gets as much traffic from Google.In an interview with Bloomberg, The Wall Street Journal reported that its Google traffic plunged 44 percent after leaving the “First Click Free” program.First Click Free allows visitors from Google to access articles that are normally behind paywalls for free, when they click to them from Google’s search results. Many publishers participate in the program because they find the traffic and related ad-revenue offsets potential lost subscription revenue.[Read the full article on Search Engine Land.]

via Marketing Land

Location data predictive of retail store closures

As marketers are discovering, mobile location data can be used for many purposes. Among them, according to inMarket, is predicting retail store closures.The company’s SDK (software development kit) is integrated into 700 apps, and it sees more than 50 million active mobile devices in the US. One of the data sets the company captures is the frequency of retail store visits. This can be translated into a loyalty metric and benchmarked by retail segment.For a new retail report, the company tracked non-grocery store visits between March and May and assigned each store a score based on visitation frequency: “The average loyalty score for all non-grocery retailers in Spring 2017 was 1.45.” Top and bottom 10 retailer rankings by customer loyalty (visits)Those on the bottom 10 list on the right have announced layoffs and store closures. Those on the top 10 list, on the left, are expanding. InMarket says that the data are predictive of future layoffs and closures. Accordingly, Nine West and Dis…

Two social media attribution models to use instead of single-touch

Have you been looking for the best way to measure the effectiveness of each of your social media channels? Do you want to learn how you can pick an effective social media attribution model for your business?In this article, I’ll describe the three different social media attribution models and how each one uniquely measures the success of your social channels. You can decide which approach will work best for your particular situation.The single-touch modelThe days of referring to social media efforts as strict awareness marketing are long gone. Between promotional posts, blatant CTAs and paid advertising, businesses use their social channels to drive leads and purchases every day. So how do we measure the effectiveness of each channel and effort?The single-touch social model is based on two types of touches. The first-touch model focuses on the first channel, also known as the discovery channel. No matter where your prospect converts, this model gives all of the credit to the very firs…

Top 4 mistakes ecommerce marketers are still making

The digital ink spilled over ecommerce and product remarketing best practices is pretty prolific, but we still frequently see major opportunities being missed when we take over new client accounts.In this post, I’ll break down four mistakes I see all too often and explain why ecommerce marketers should look to remedy them ASAP.Without further ado…Lack of proper brand vs. non-brand segmentation in Google ShoppingIf you have a strong brand presence (high volume/well-known brand) and see significantly more efficient CPAs/ROIs on this traffic (which is likely), you will want to segment your campaigns in order to properly capitalize on it while ensuring you are not overpaying.In order to do this, you will want to duplicate your Shopping campaigns and designate one “brand” and the other “non-brand”.You will then want to set the priority of your brand campaign to low (yes, this is the opposite of what you might assume!) and add all of your brand keywords as negatives into your non-brand camp…

Reducing chaos and stress in email marketing

Email is a powerful medium. It has a unique combination of scale and speed. It’s one of the few levers marketers have to drive short-term results, from online revenue to event registration to app downloads and so on. And because it is relatively low-cost on a per-piece or cost-per-thousand (CPM) basis, it doesn’t get the planning and discipline that a channel like direct mail does, especially in the retail industry.Working in and around email can get chaotic and stressful. Some people thrive on the excitement of the pace, while others find it difficult to navigate. Here are recommendations for reducing the chaos in email.Spend more time planningLet’s start with the obvious. Real emergencies are rare and need to be acted on when they occur. But for normal email marketing, we can all benefit from more planning for both normal workloads and peak times such as holiday, back to school, Super Bowl and others.The key is to understand what you’re going to need to hit your numbers, but also to…

Apple adds indoor mapping for malls and airports, Do Not Disturb mode

Apple has been developing indoor location and mapping for several years. Now the company is finally sharing the fruits of that effort in Maps for iOS 11.Among the dizzying array of announcements Monday at Apple’s developer conference, the company showed off an updated Apple Maps that includes indoor location for shopping malls and airports. For shopping malls, Apple Maps will now show:floor plans and individual store information.directories of stores.ability to search and browse.Indoor location for shopping malls will initially launch in Boston, Chicago, Hong Kong, San Francisco, Tokyo, San Jose, Philadelphia, New York, Washington DC, London and Los Angeles. Apple said that there would be “hundreds more per month thereafter.” It does not appear to include indoor navigation, however.Above is a before and after set of screens. Unfortunately, the screen shot of the new indoor maps (right) is not great, but it provides an illustration of the level of detail in the iOS 11 version of Apple …

Segment can now track users across sites without third-party cookies

Apologies in advance for the mixed metaphor, but third-party cookies are rapidly becoming black sheep.So data connection service Segment is out with a new solution to help brands avoid third-party cookies as they track users between multiple sites.This week, Apple announced refinements to the way its Safari browser treats third-party cookies, which are those text files deposited on users’ devices by ads, data management platforms and tracking services. They are commonly used to track behavior across many sites.But, Segment co-founder and CEO Peter Reinhardt told me, 30 to 40 percent of users are not tracked through third-party cookies, because various browsers — such as Safari — block them by default, as do some ad blockers and other browsers. While 60 to 70 percent seems like a pretty decent sample, Reinhardt says it can be a “biased sample” because it excludes, for example, Safari users or users of ad blockers.[Read the full article on MarTech Today.]

via Marketing Land

Janrain offers one of the first GDPR portals for consumer data management

GDPR is coming.And, this week, identity management provider Janrain is launching one of the first solutions for brands to manage consumer data after the General Data Protection Regulation goes into effect about a year from now.GDPR stipulates that consumers control and must provide explicit consent for use of their personal data, including behavioral data like which sites they visit. It applies to any company marketing or providing services to European Union (EU) citizens, wherever they live — which means essentially every company of any size, since they all have some EU citizens in their marketing sphere.Although it still remains to be seen how strictly GDPR will be enforced outside of the EU, it could dramatically alter digital marketing and advertising in those countries. And it could have a substantial impact in the US and other non-EU markets.Janrain provides social login capabilities for about 2,100 companies. That’s the infrastructure that asks you, when you visit a Janrain-ena…

The highs and lows of Google AMP: 1.5 years on

Articles published with Accelerated Mobile Pages (AMP) load four times faster than standard mobile pages with a 35% improvement in engagement time, according to new research from Chartbeat.Facebook Instant Articles (FIA), a key competitor to Google’s AMP product, load faster than AMP. But publishers see three times as many AMP articles viewed per day than FIA articles.This comes hot on the heels of a stream of encouraging news on AMP from the Google I/O keynotes, presented by VP product management Rahul Roy-Chowdhury and Malte Ubl, creator and tech lead of the AMP Project. These included:There are now 2 billion AMP pages from over 900,000 domains, as of May 2017. A year ago there were 125 million AMP pages.An average AMP page loads in less than a second and uses ten times less data than a normal mobile page.AMP supporters and partners include Twitter, Tumblr, Qzone, Weibo, Pinterest, LinkedIn, Bing, Feedly, Nuzzle.AliExpress reduced load times by 36% with AMP, helping to increase orde…

How AI is disrupting major industries

Advances in artificial intelligence tend to provoke polarizing reactions for most people. One, a dystopian anxiety where humans huddle in fear of their metallic overlords. Or two, a utopian futurist society where humans are freed from mundane labor and complex challenges are solved by machines.Wherever you fall on the AI anxiety spectrum, the fundamental truth is that we are entering a major transformative cycle across nearly every industry.While AI is currently dominated by increased media attention and business hype, the way consumers and brands interact is quietly poised to make a tectonic shift over the next two years through marketing solutions built with AI in their core DNA.In a recent Wakefield/Demandbase study, 80 percent of marketing leaders say that AI will “revolutionize” marketing by 2020. Meanwhile, IDC research forecasts worldwide revenues for cognitive and artificial intelligence (AI) systems will reach $12.5 billion in 2017, an increase of 59.3 percent over 2016. In a…

Enterprise Social Media Management Software: A Marketer’s Guide–All new sixth edition!

MarTech Today’s latest publication of the “Enterprise Social Media Management Software: A Marketer’s Guide examines the market for enterprise social media management software (ESMMS) and the considerations involved in implementing ESMMS platforms. The 68-page report reviews the explosion of ESMMS, plus the latest trends, opportunities and challenges in social media management.Finding the appropriate social media management tool for your business can be a challenge. MarTech Today’s “Enterprise Social Media Management Software: A Marketer’s Guide” provides a framework for deciding if you need and EMMS solution, details the capabilities of the leading platforms, and compares offerings from leading vendors.In this guide you will learn:Who the key players are in the ESMMS marketWhat you should look for in a social media management software solutionHow recent social media and marketing trends are impacting this marketAlso included in the report are profiles of 18 leading ESMMS vendors, pric…

SMX Advanced is almost sold out! Less than 100 tickets left.

SMX Advanced is one week. This time next week, your peers (and competitors) will be in Seattle getting actionable SEO and SEM tactics and having conversations with the marketers making the biggest impact in the search world.We’ll be covering the SEO and SEM topics relevant today: from mobile SEO to Project Owl, protecting your brand keywords to the latest in search ads. We even have keynotes from Google and Bing!For more of what we’ll be talking about, take a look at the full agenda.This is your last opportunity to join us. Less than 100 tickets remain to the 11th edition of SMX Advanced. All Access Passes are $1,995, a $300 savings compared to onsite rates. Register today!P.S. Some of the most highly knowledgeable search marketers will be presenting at Advanced:

via Marketing Land

Marketing Day: E-commerce SEO, Pinterest’s 1st ad campaign & Snap acquires Placed

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:Three ways B2B manufacturers can capitalize on ‘Made in the USA’ searches
Jun 6, 2017 by Dianna Huff
In the third and final installment of her three-part series on marketing American-made products, columnist Dianna Huff discusses how manufacturers can most effectively utilize SEO, SEM and other channels for B2B marketing.Focus on these 5 areas to deliver big results in e-commerce SEO
Jun 6, 2017 by Brian Patterson
Need to improve SEO for your large-scale e-commerce site and don’t have the bandwidth to optimize content on a page-by-page basis? Check out these tips from columnist Brian Patterson.People-based measurement is the new black
Jun 6, 2017 by Jordan Elkind
Ad tech and CRM are converging, and columnist Jordan Elkind believes the need for people-based measurement has never been greater.95% of online shoppers say a positive return experienc…

Three ways B2B manufacturers can capitalize on ‘Made in the USA’ searches

For manufacturers marketing to other manufacturers, “Made in the USA” is often a key message seen in print ads, websites and trade show signage.Having recently attended EASTEC, the manufacturing trade show hosted by SME (Society of Manufacturing Engineers), I was struck by how many companies had this message on their booth signage and on products themselves — such as this industrial band saw manufactured by HE&M Saw in Oklahoma.In Part One and Part Two of this series, I covered how companies marketing products to consumers can capture “Made in the USA” searches. In this last installment, I wanted to see if industrial buyers were also specifically looking for machines, component parts and more that are made in the US.The anecdotal evidence points to “yes” — but not in the direct, online way consumers do. This is because marketing within the manufacturing niche is still based on relationships and because the buy cycle includes a great deal more offline research. While “Made in the U…

Focus on these 5 areas to deliver big results in e-commerce SEO

When it comes to e-commerce SEO at scale, many of the traditional tactics used for on-site optimization simply aren’t feasible. How are you going to write individually optimized titles/meta descriptions for hundreds of thousands of products? How are you going to perform keyword research for the millions of different keyword combinations your products might rank for? Because of the large scale of many e-commerce sites, traditional SEO tactics may simply be too time-intensive or tedious to make a top priority.On top of the time commitment that would be required for traditional SEO, e-commerce sites tend to present a unique set of SEO hurdles that need to be addressed. Take crawl budget, for example. For an average website — anything under a few thousand URLs — crawl budget isn’t an issue, as these sites will generally be crawled efficiently.However, we’ve worked with e-commerce sites that have millions of URLs. For sites that large, crawl budget becomes a crucial part of SEO. Having per…

People-based measurement is the new black

Ad tech and CRM (customer relationship management) used to run in very different circles.Think of ad tech — performance marketing channels like display and search — as the cool kid of the marketing world. Big budgets, splashy campaigns, a constant stream of glamorous new advertising products and formats, exciting metrics like “share of attention.”Ad tech was once largely focused on reaching pools of anonymous users, identified by cookie or device IDs. True, the rise of programmatic display has given marketers more control over the types of audiences they target, driven by the ecosystem of second- and third-party data. And retargeting enables advertisers to deliver highly targeted lower-funnel calls to action. But at its heart, ad tech is a world long motivated by the need for performance and scale.CRM, in contrast, has always been… well, more of the boy or girl next door type. The domain of CRM has traditionally been known users, particularly those who have transacted with the brand. …