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Showing posts from July 12, 2017
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How marketers can finally bring the ‘personal’ to personalization

When you hear the word “personalization,” what comes to mind? Perhaps words like customer, one-to-one, targeted, customized and conversions.According to TechTarget, the marketing definition of personalization is “a means of meeting the customer’s needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits.”It cites the core technologies behind personalization as cookies, collaborative filtering, user profiling and data analysis. Sounds really personal, right? Not so much.For years, marketers have had the technical capability to reach an individual in any context, on any channel, at any time. But their “personalization” efforts have often been limited to using a customer’s first name in a subject line or retargeting an ad based on an item they previously viewed. These tactics may be an improvement from mass advertising, but they feel far from personal.That’s because they’re missing…

Prime Day 2017 was Amazon’s biggest sales day ever

It should come as no surprise, but for the record: Amazon says yesterday’s Prime Day was its biggest sales day ever.Amazon doesn’t share exact figures; instead it only gives data points that are relative to past performance. In this case, Amazon says this year’s Prime Day “grew by more than 60 percent compared to the same 30 hours last year, and sales growth by small businesses and entrepreneurs was even higher.” Internet Retailer estimated earlier this week that Amazon sales would top $1.5 billion in the US and $2 billion worldwide.Perhaps the bigger news, and in the long term more important to Amazon, is that the company also says “more new members joined Prime on July 11 than on any single day in Amazon history.”The company says “tens of millions” of Prime members bought something yesterday, a figure that’s more than 50 percent better than 2016. Again, Amazon doesn’t release a specific membership count; the most recent estimates peg the number at 85 million members in the US.Big da…

Google enables YouTube remarketing audiences for RLSA to retarget video viewers in search

Advertisers have been able to retarget people who engage with their YouTube channels when they watch other videos on the site with YouTube retargeting lists. Advertisers have also been able to use Search retargeting lists to reach people on YouTube. Now, YouTube retargeting lists can be carried over to target video viewers when they search on Google.com.Google announced the update Tuesday that YouTube audience lists can be used with remarketing lists for search ads (RLSA).YouTube remarketing lists can be set up from the Audiences section in the Shared Library. Select “YouTube users” when creating a new list. There are a number of list-type options based on the type of action users took on an advertiser’s YouTube channel.

via Marketing Land

No such thing as a free launch: A launch marketing checklist for multilocation businesses

I recently tried a nationally known local delivery app that launched in my area. Upon logging in to try out the service, I was disappointed to see how little information was presented in terms of delivery options. I was so confused that I emailed customer service, asking if the app had enough delivery staff members in my area.The response was lackluster.I’d spent time poking around the app and decided where I wanted to order from, only to learn that it wasn’t fully launched in my area. But why hadn’t the app communicated this delay earlier in my purchase funnel?I live in a smaller city — so it’s understandable that the app, a startup that’s large in New York City and San Francisco, hasn’t reached full-scale operations in my area. And building at scale is hard — it can take a few weeks or months for a product or service to get off the ground in a new location, especially for companies with a two-sided marketplace.But launch is a time when marketing and support teams shouldn’t write off…

How the QVC/HSN merger illuminates the future of omnichannel shopping

Last week’s merger of QVC with Home Shopping Network (HSN) is being cast by some observers as a “move to challenge Amazon.” The question is what kind of challenge it is, if any.As a combined retail entity, QVC/HSN is third behind Amazon and Walmart in sales. Both Amazon and Walmart have been making big acquisitions in recent months that signal their desire to become omnichannel giants.For University of Florida retail/marketing teacher Steven Kirn, the former head of the Miller Center for retailing education at that school, the new QVC/HSN isn’t much of an omnichannel presence.“The consolidation is not surprising,” he told me, referring to QVC’s acquisition of the 62 percent of HSN that it didn’t previously own. It reflected the fact that TV-based shopping “has been declining,” he said, “and is a move to create an efficiency.” He doesn’t see QVC and HSN’s online selves or their small number of physical outlets as major factors in their future.But Anita Bhappu, a retailing expert now te…

7 subtle on-site issues no SEO should miss

Your on-site SEO could be broken without you realizing it.We all know some of the basics. Content is king. Users come first. Avoid thin content, keyword stuffing, above-the-fold advertising, etc.But not all on-site SEO issues are so obvious.Here are seven on-site issues that are very easy to miss.1. Excessive listing (Not, not this kind)You are currently reading a “list post.” List posts grab attention. Survey research by Conductor suggests that headlines with list numbers are preferred over others. Likewise, CoSchedule analyzed 1 million headlines and found that list posts were by far the most likely to get shared.So don’t stop making list posts.But there’s a particular kind of listing that can just trash your site’s rankings.In 2013, Matt Cutts from Google had this to say on how listing can be interpreted as keyword stuffing:“Keyword stuffing is almost like a grab bag term to describe a lot of different things…You can be repeating…You can use different words. You know: so you’re tal…

Google bars AdSense publishers from using pop-under ads

Google is shoring up its AdSense policies regarding pop-under and pop-up ads.On Tuesday, the company said it has clarified the policies around their use, explaining, “We do not believe these ads provide a good user experience, and therefore are not suitable for Google ads.”The basics of the updated policies:Google ads may not be loaded as pop-ups or pop-unders.Sites using pop-unders may not carry Google ads on any pagesThe gist of the change is that publishers using pop-unders will not be able to monetize their sites with AdSense.Additionally, AdSense publishers can’t use more than three pop-ups on their sites.

via Marketing Land

Marketing Day: Facebook Messenger ads, Prime Day drives Prime memberships & 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:5 common mistakes made by B2B paid search novices
Jul 11, 2017 by Pauline Jakober
Looking to incorporate paid search into your B2B marketing mix? Columnist Pauline Jakober provides some advice for starting off on the right foot. B2B applications of AI in marketing: Two use cases that matter
Jul 11, 2017 by Daniel Faggella
Columnist Daniel Faggella predicts the ways artificial intelligence will shape the future of B2B and takes a look at two current examples of how AI is being used in marketing to improve processes and services. Attend MarTech at the lowest price possible. Register now!
Jul 11, 2017 by Scott Brinker
The excitement in today’s software driven world is in the entanglement of marketing, technology and management. And we’ll unleash the power, possibilities and passion of the marketing technology community at MarTech October 2-4 in Bo…

5 common mistakes made by B2B paid search novices

Here’s a common scenario in the B2B marketing space:You’re a member of your B2B company’s marketing team. As part of that team, you’ve become accomplished in a variety of marketing channels, including email marketing, content marketing, organic search, trade shows and so forth.But your team hasn’t yet taken the company into the paid search marketing channel. And as the most “digital-savvy” member of the group, you’ve been tapped to head the initiative. You’re excited to take on this responsibility, but you’re also nervous.Before you start, you should know that when it comes to PPC, B2B marketers tend to trip up in certain specific areas. To give you a leg up, I’m going to describe five common mistakes that B2B paid search novices tend to make and how you can avoid them. Good luck!Mistake #1: Rushing to launchRushing to launch is a common mistake — and an understandable one. When your company has a big promotion or event on the horizon, you want to have your PPC campaigns in place to s…

B2B applications of AI in marketing: Two use cases that matter

Artificial intelligence and machine learning are proving to be very useful in just about every business function in the enterprise, and marketing is no exception. AI is already impacting marketing, and it’s going to further shape the future of how business is done and how relationships are forged between companies and their clients.As I wrote recently in MarTechToday, most AI in marketing applications are focused on B2C use cases, many of which we’re very familiar with as consumers ourselves. Most of us know that the ads that show up on Facebook, on banners or on Google are targeting individual users directly based on past behavior, demographic data, location information and more — a process that couldn’t be done at scale without the aid of AI.How B2B marketing can benefit from machine learningFor companies that sell to businesses, communication between salespeople and marketing teams is critical. A day in the life of a salesperson is often chock-full of tasks that could be seen as ma…