Skip to main content


Showing posts from June 23, 2017

Facebook to launch app for video creators later this year

Facebook continues to step up its fight with YouTube for the hearts and minds and, most importantly, content of YouTube’s creators.On Friday, Facebook announced that later this year they will roll out a mobile app for video creators to produce and publish live and on-demand videos to the social network; keep up with fans across Facebook, Instagram and Messenger; and track their videos’ performance.Not coincidentally, Facebook announced the app at VidCon, a Comic-Con-like convention for the digital video crowd that has been synonymous with YouTube and is sponsored by the Google-owned video service. YouTube rolled out its own app for creators called YouTube Creator Studio in 2014.Facebook launching app for video creators later this year (its version of YouTube’s Creator Studio)— Tim Peterson (@petersontee) June 23, 2017Facebook’s to-be-named app will basically be a revamped version of Facebook’s existing Mentions app that caters to celebrities and other…

How content drives revenue (and how to prove it)

In business, revenue is often the bottom line. Let’s face it, as marketers, if we’re not driving new customers and business isn’t growing, we’re not really doing our job. It’s up to us to drive business along with the sales team.Something that intrigues me is how few people seem to understand that you can and do drive revenue with the content you create. I’ve had clients ask how you measure the success of a content marketing program, and it’s not a secret that we should keep guarded. We should be showing our clients exactly what we’re doing to drive revenue for them. By showing what we’re doing, we’re showing our worth and helping them understand what content is doing for their bottom line.Whether you work for an agency and help clients or are in-house, you have someone you report to — be it a client, boss or board. And while within the industry, we feel that content is second nature, the reality is, it’s not in the broad picture. Many people outside of our niche industries don’t full…

Top 15 smartphone apps becoming a static list owned by Google, Facebook, Apple

A new report from MomentFeed argues that “over 80 percent of consumer time on mobile devices is now spent on the apps, websites and properties” of just five companies: Facebook, Google, Apple, Yelp and Bing. According to comScore, more than 70 percent of consumer digital media time is mobile and mostly app-based.The MomentFeed assertion is mostly mirrored in comScore’s most recent top 15 apps ranking:Six companies are represented: Facebook, Google, Apple, Snapchat, Pandora and Amazon. Google and Facebook have nine of the top 15, Apple has three. There is less and less movement; Facebook has had the top mobile app since the day comScore started reporting this list several years ago.Here’s what the rankings looked like in May 2014:Twitter and Yahoo are gone, and Snapchat and Amazon are present, but mostly, it’s the same lineup as in the most recent chart.The story the comScore data and MomentFeed data both tell is one of increasing concentration of consumer attention and power in the ha…

Sprout Social releases first non-developer bot-building platform for Twitter

Earlier this week, business messaging platform LivePerson announced a version with a built-in bot powered by IBM’s super-intelligent agent, Watson.The main benefit, LivePerson said, was that this integrated bot could completely resolve as many as half of all user inquiries entirely by itself, without involving an expensive live agent.Social management platform Sprout Social is taking another approach to automated customer service, with its announcement this week of a Bot Builder developed with Twitter for that platform.While other developer-intensive bots have populated Twitter, Sprout said this is the first non-developer bot creation platform for that social network.[Read the full article on MarTech Today.]

via Marketing Land

How JavaScript impacts page loading speed on mobile

The effect of JavaScript on mobile web performance is twofold.One, it is the second largest contributor to webpage weight, behind images, thereby increasing download time; and two, once downloaded, the browser then needs to run the script, which can delay the downloading/rendering of other (perhaps more important) assets on the page.JavaScript (aka scripts or JS) is one of the triumvirate of technologies that make web pages (and web apps) work. The HTML (Hypertext Markup Language) controls the structure and content of the webpage; CSS (Cascade Styling Sheets) controls how the site looks on different devices; and JavaScript makes the page more interactive and dynamic.Scripts perform numerous functions on webpages such as loading ads, A/B testing, tag management (personalizing the page) or displaying an inline video player.Over the last five years, the total weight of pages sent to mobile devices has quadrupled to 2.2MB. Size matters because, in general, the more data that is sent over …

YouTube tops 1.5 billion logged-in viewers every month

YouTube has a lot of viewers, and now the Google-owned video service is giving those viewers new views, including a way to responsively reformat videos on mobile and support for 180-degree videos.Every month, 1.5 billion people log in to YouTube to watch videos, YouTube CEO Susan Wojcicki said on Thursday at VidCon (also known as Comic-Con for the digital video industry) in Anaheim, California. To be clear, that’s only the number of people that sign in to YouTube accounts and does not encompass everyone who watches a video on YouTube in a given month, though YouTube is better able to target ads to the logged-in viewers.Wojcicki also revealed a few product updates to give those viewers new ways to watch videos.People using YouTube’s mobile app will be able to responsively resize videos while watching them, smushing a square video into a horizontal one or stretching a horizontal video into a full-screen vertical one.That will make it easier for creators to take their vertical Snapchat v…

Get answers to your content marketing questions

When it comes to content marketing, we know you have questions. Marketing Land’s Content Marketing Tools: A Marketer’s Guide has you covered. This guide examines the current market for content marketing tools and answers the following questions:Why is content marketing growing so quickly?What are the core elements of a content marketing strategy?What capabilities do content marketing tools provide?Who are the leading vendors of content marketing tools?How much does content marketing software cost?Included in the report are profiles of 24 leading content marketing tools vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to download Content Marketing Tools: A Marketer’s Guide.

via Marketing Land

Save the Date: SMX East is back in NYC Oct 24-26

Mark your calendars for SMX East: October 24-26! Don’t miss your only chance this year to attend the largest search marketing conference on the East Coast.An agenda obsessed with SEO & SEM!SMX is the only conference series dedicated to search marketing. There are tactic-rich keynotes, sessions and clinics programmed just for you, whether you’re a performance marketer, content marketer, demand gen or brand specialist. Here’s the skinny of what you’ll get by attending:SEO topics focus on getting found in this mobile-first search world. We’ll discuss the new Periodic Table of SEO Success Factors so you’re up to date on what’s important… and what’s not. We’ll also dive deep on working within Google’s the mobile-friendly accelerated mobile pages (AMP) framework. We’re also super excited for SEO & Social: A Match Made In Marketing Heaven because we’re focused on that opportunity right now.For you SEMs, it’s all about conversion, testing and optimization. There are multiple sessions …

How SEO can create budget efficiencies in paid search campaigns

Oftentimes I’m asked, “Why should I invest in paid media when I already rank in position one for many organic search results?” Well, to answer that simply, investing simultaneously in PPC and SEO can and will result in an incremental rise in your brand’s bottom line. And we have the data to prove it.The main synergy between the two lies in monitoring two factors: advertising spend and rankings. Whether your goal is to lower cost per click (CPC) or increase total traffic, SERP (search engine results page) position can inform how we manage paid search ads. At our agency (ZOG Digital), our teams work without silos and integrate performance data regularly. In analyzing a few accounts further as a sample set, we began to identify a correlation larger than previously understood between ad CTR (click-through rate), organic CTR and cost per click for the keywords.To verify the connection between organic and paid search, we tracked high-traffic keywords and their positions across both channels…

Marketing Day: CMOs at the wheel, social video for SMBs & IBM’s Watson

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:An introduction to conversational commerce and bots
Jun 22, 2017 by Christi Olson
Bots are sweeping the digital landscape, giving consumers even more ways to interact with their favorite brands. Columnist Christie Olson believes it’s high time for marketers to think about how to incorporate bots into their digital strategies. Why is Amazon buying Whole Foods? The opportunity of online grocery [Podcast]
Jun 22, 2017 by Matt McGee
In this week’s show, ChannelAdvisor’s Scot Wingo explains why the world’s top e-commerce company is spending billions on a grocery store chain. CMOs at the wheel: How are they Driving the Modern Marketing Organization?
Jun 22, 2017 by Nadine Dietz & Erica Seidel
Contributors Erica Seidel and Nadine Dietz round up the insights gleaned from the leading CMOs they’ve profiled and discuss how marketing teams and talent c…

4 reasons the Demand Unit Waterfall is perfect for ABM

Just last month, SiriusDecisions unveiled its new Demand Unit Waterfall, which provides an innovative framework for managing leads across the full sales and marketing funnel, and it seemed as if everyone around me couldn’t stop talking about it.What really excited me was that the new waterfall takes (finally!) an account-centric view of the world. In fact, the new Waterfall aligns so well with Account-Based Marketing (ABM) that we were asked numerous times whether Demandbase, my employer, helped create it. (We didn’t, though we have met with analysts at the firm and shared our point of view many times over the past several years.) No wonder I think it’s a great model for ABM!Here are four of the biggest reasons why:1. It focuses on accountsMost marketers are familiar with older iterations of the Waterfall and the impact it has had on the way marketers track and manage leads. The new Waterfall takes a different approach: It recognizes that each purchase decision typically includes vari…

Confessions of a marketing automation addict

Let me get this out of the way: I’m a technology geek and a marketing aficionado. I adore working with marketing automation to drive business. The bright thrill of success bubbles over when various marketing technologies are stacked together to improve the user experience and boost engagement that results in sales.Nothing is better than building the digital pathway. For example, consider a lead who visits a well-designed Drupal web page and submits a form. Data runs directly to a marketing automation tool like Eloqua. Eloqua then engages with the lead through a variety of processes and sends pertinent information to Salesforce. Using Salesforce, the sales team can see who they should contact to close the sale.My affinity for marketing automation is validated. It’s the wave of the future. In fact, it continues to be one of the fastest-growing technologies in the marketing stack, according to Aberdeen Group.And it works. A June 2016 survey highlighted that email — one of the core uses f…

Why is Amazon buying Whole Foods? The opportunity of online grocery [Podcast]

The dust is still settling after Amazon announced its plans last week to spend almost $14 billion for Whole Foods and its chain of 400+ grocery stores. If the deal goes through, it’ll be the biggest acquisition Amazon has ever made.For a grocery store chain?Yep.“If you’re Amazon, your swings at the bat have to be $10 billion, $20 billion or $50 billion swings … and grocery is that,” says Scot Wingo, executive chairman and co-founder of ChannelAdvisor, our special guest on this week’s episode of the Marketing Land Live podcast. For Amazon, it’s about the opportunity of online grocery shopping, which isn’t as popular in the US as it is in other parts of the world.The key to understanding the Amazon-Whole Foods roadmap, Wingo says, is to look at Amazon’s past acquisitions — like Zappos, for example. Wingo says Amazon didn’t make wholesale changes in how Zappos operates, and he thinks Amazon will take the same approach with Whole Foods. Don’t expect Whole Foods stores to become fulfillmen…