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Showing posts from June 16, 2017

Amazon buying Whole Foods for nearly $14 billion. What now?

What will Amazon do with Whole Foods’ more than 400 local retail grocery stores?Among the many scenarios, the Seattle-based company could increase same-day delivery, vastly expand AmazonFresh or create “Amazon Stores” within larger markets. These are among a number of intriguing options to contemplate.Earlier this morning, the e-commerce giant announced it was buying Austin, Texas-based Whole Foods for roughly $13.7 billion in cash. It’s Amazon’s largest acquisition to date by far. The deal will be completed later this year.The Whole Foods brand will remain, and its headquarters will stay in Austin. Whole Foods was founded in 1980 and has become a leader in the premium grocery segment, although the company has recently struggled to grow.Amazon had reportedly contemplated making a run for Whole Foods last year but did not. In the face of stagnant growth, institutional investors had pushed the grocery chain to sell itself. However, this Amazon-Whole Foods combination, while logical, is …

How to optimize images for mobile: Implementing light, responsive, correctly formatted images

The mobile web has a weight problem. Too many mobile sites are slow to load, and bloated with unnecessary bells and whistles, leading to a poor user experience.Chief among the culprits is images, which as we have seen in part 1 of this series, How to optimize your mobile site speed, account for 68% of total page weight. Then, in part 2, we looked at how to reduce the impact of images on the speed of your mobile site, including how to make sure your images are as accessible as can be. This mostly focused on removing images which do not add value, and making the ones you do use work harder.But how can you make sure that any images on your mobile site are light, device-responsive, and use the best format to combine speed and quality? This column focuses on optimizing images for mobile, including responsive images and other clever methods for stopping images ruining mobile user experience.The balancing act of image optimizationThe problem with image optimization is that there are no hard …

Long-form video content hits milestone, makes up majority of time watched across all devices

Long-form video content passed a major milestone last quarter, making up the majority of time watched across every screen — connected TVs, computers, tablets and smartphones.This news probably comes as no surprise to any parent of a teen with a phone, but on the whole, the numbers signal a major shift in how we are consuming video.According to Ooyala’s latest video index report, consumption of long-form video consumption was up across the board, with smartphones seeing a jump from 47 percent last year to 55 percent during Q1 2017. PCs were up from 55 percent to 65 percent, and connected TVs up 96 percent to 98 percent.The most notable increase happened on tablets, with long-from video consumption going from 65 percent in 2016 to 81 percent last quarter.2016 to 2017 long-form video watch-time trendsOoyala’s video report is based on data gathered from its more than 500 customers, which, according to the video analytics platform, represent hundreds of millions of online video viewers tha…

Lotame and Cint marry survey panel data with DMP data

When they sign up to take paid online surveys, online panelists give information about themselves which is considered deterministic — that is, it is definite, since it came from the person.When a data management platform (DMP) creates online user profiles that are used by advertisers to target ads, that data often comes from many sources and is generally considered to be probabilistic. That is, inferences have been made, for example, that the user at this IP address lives in this part of town and is expected to have this income range.This week, survey panel platform Cint and DMP Lotame announced a strategic partnership that marries these kinds of data. Cint CEO Morten Stand told me that, to his knowledge, this was the first such alliance — although the general intent of survey data verifying third-party data was also behind a pilot Lotame conducted with market research firm Survata in May.[Read the full article on MarTech Today.]

via Marketing Land

Watson mans the first cognitive ad for cars

This week, Watson is adding to his repertoire of cognitive ads on, with the announcement of the first one for the auto industry.Last October, the IBM-owned Weather Company launched the first such cognitive ad on its site, for Campbell Soup. In it, a site visitor could enter a few ingredients, and Watson — drawing on his experience as Chef Watson, where he has been trained to understand human food tastes — would return an original recipe using those ingredients.Since then, another five Watson-powered cognitive ads have seen the light of day, for Country Crock, Swanson, Hellman’s, Theraflu and Flonase.The newest ad, for Toyota’s Prius Prime, allows viewers to engage in one-to-one conversation with the brand, enabled by Watson’s subject matter expertise on the topic.[Read the full article on MarTech Today.]

via Marketing Land

Marketing Day: Google Shopping, brand safety & CMOs on the future of martech

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:Using Bluetooth, beacons and NFC to personalize in-store shopping
Jun 15, 2017 by Justin Freid
At a time when brick-and-mortar retail stores are facing significant challenges, contributor Justin Freid suggests ways they could deploy new technologies to shore up their businesses.2017 growth hacks: Optimizing organic market share
Jun 15, 2017 by Lori Weiman
Columnist Lori Weiman continues her series on search marketing growth hacks with an installment on improving organic search performance.Why ‘good’ isn’t good enough in Google Shopping
Jun 15, 2017 by Andreas Reiffen
Have you experienced high growth from your Google Shopping ads? You’re not the only one. Columnist Andreas Reiffen looks at growth data for product listing ads and explains why even an 89% growth in revenue year over year may not be enough to outpace your competitors.Who’s really r…

Using Bluetooth, beacons and NFC to personalize in-store shopping

Many large retail chains — such as Macy’s, Sears and J.C. Penney — have been struggling. Just this week, children’s clothing retailer Gymboree declared Chapter 11 bankruptcy and announced plans to close hundreds of its stores. Why is this happening? One factor fueling this retail trend is the rise in online shopping.While the ease of making a few clicks on your mouse or swipes on your phone compared to traveling to a physical location is a large part of the equation, there is another marketing technology practice supporting the shift: personalization.When shopping online, whether browsing on your mobile, going through emails or checking out your favorite blog on your laptop, the experience you have with ads and products is often dictated by your prior behavior. It is essentially a unique experience customized to you. But when you walk into a retail store, that is usually not the case.But that doesn’t mean real-world retail stores are doomed. This situation has the potential to change.…

2017 growth hacks: Optimizing organic market share

Welcome back to my eight-part series providing growth hacks to search marketers. I began by sharing growth hacks forprotecting your valuable branded keywordsin PPC, including teaming up with affiliates and knocking out unwanted competitors with search engine complaints.Next, I discussed how touse competitive data to boost paid market share. This included identifying top keywords to monitor, gathering quantitative and qualitative results on competitors and analyzing macro-level topics such as geotargeting and affiliates.Now let’s focus on organic. I’ll assume you’re already experienced with SEO best practices. But you might not know how to fine-tune your SEO efforts using competitive insights and keyword monitoring. You can achieve big gains in market share for your websites by monitoring keywords.The five market share growth hacks below come from what I’ve learned fromThe Search Monitor(disclosure: my employer), which monitors millions of organic listings at the local and internationa…

Why ‘good’ isn’t good enough in Google Shopping

Growing revenue in Google Shopping by 80 percent YoY sounds pretty good, doesn’t it? But what if I told you that, based on that growth percentage, you were actually losing ground to your competition?Well, that is exactly the situation retailers using Google Shopping find themselves in today.As an online retailer (especially if you operate in the US market), if clicks and associated revenues on your Google Shopping ads didn’t grow by at least 90 percent from 2015 to 2016, you’ve got a problem.The reason for this is that over the past year, Google Shopping has seen a staggering amount of natural growth. Our internal benchmark data shows that from Q4 2015 to Q4 2016, Shopping’s share of paid SERP clicks grew from 51 percent to 71 percent. In addition, according to an Alphabet statement, aggregate paid clicks grew by 36 percent from Q4 2015 to Q4 2016.When we combine these two natural growth factors, we find that natural Shopping growth — without your doing anything extra — was 89 percent…

Who’s really responsible for brand safety? Tools you can employ to take the matter in hand

Photo © Bloomicon / So your ad drove a million views — cool. Now, did all those views take place in a brand-safe environment? Did the video play before an extremist video? What appeared after the ad played?These are the questions brands are finally asking themselves following the Google and YouTube controversy. And, as “Brand Safety” has emerged as the new buzzword and mission at hand, brands are also asking themselves, now what?Until recently, media buying was focused more on reach and less on influence. After the recent discoveries of branded content on extremist videos and pages, brands and agencies were reminded that haphazard media buying can be unpredictable and detrimental to the brand as a whole.At the end of the day, YouTube is a platform through which third-party agencies and companies buy and sell ad inventory. And it’s not the only platform brands have to carefully consider — Facebook has experienced its own inappropriate content challenges as well (to the …