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Showing posts from July 14, 2017
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4 things missing in your app that are costing you users

Up to 90 percent of users stop using an app just one week after downloading it. This is a particularly bleak reality for app owners who invest a great deal in user acquisition.But there’s a remedy for app desertion, and it requires a more user-centric approach to in-app marketing. That means not just building a beautiful app that’s easy to use, but also continually delivering real-time, contextual engagements, so that users keep coming back.Here are four things you can do in your app today to abandon-proof it:1. Personalized offersNo digital consumer appreciates mass promotions. We’ve become accustomed, both online and on our phones, to seeing information that’s already tailored to the way we browse and use the internet. This is even more true for app users. Segment your audience in such a way that you can target different groups with different offers based on their past purchases or behavior in the app.In this example, a cosmetics app sent out a personalized push notification to attr…

An update on executive changes on the editorial team

This month, Third Door Media’s Michelle Robbins takes over as SVP of content and marketing technology, overseeing editorial direction as Editor in Chief of the three industry publications and aligning the content strategy with programming at Third Door Media’s event series, Search Marketing Expo and The MarTech Conference.Robbins succeeds Search Engine Land founder Danny Sullivan in this position, who shifts to an advisor role at the company. Robbins, who has a background in publishing and has been with Third Door Media since its inception working across all divisions – editorial, marketing, events and sales – while managing the corporation’s technology, will bring a fresh perspective to all three editorial properties.
Her significant technical expertise, 360-degree view of the company’s business objectives and depth of knowledge in both the search marketing and marketing technology fields align in this new role.
An integral part of Third Door Media’s conference operations behind the …

The 7 rules of respectful marketing

Consumers are in open rebellion about how they’re disrespectfully treated by your marketing. Millions now use ad blockers to escape the relentless barrage of online ads, resulting in 32 percent of global page views being impacted by ad blocking. And the rest don’t need an ad blocker because they’re conditioned to ignore the ad. Virtually all email users take advantage of spam protection software and mention receiving too many emails as the top reason for unsubscribing.This is why it is absolutely imperative for brands to invest in respectful and relevant marketing. They must realize their customer experiences begin with their marketing, and that the customer has a reasonable expectation of respect. This is a two-way street, and you do harm to your own brand by plowing ahead with blinders on.With this in mind, a brand should:1. Be vigilant about where your partners (and their partners’ partners) get their dataWhen buying data for ad targeting and retargeting purposes, vet individual pa…

Facebook tests ads in Marketplace, its Craigslist-like shopping section

Newspapers reaped a lot of revenue from their classified sections. Then Craigslist killed that business. Then Facebook cloned Craigslist. Now the company is ready to see if it can reap some revenue from its classified section.Facebook will start testing ads within the Craigslist-like Marketplace section it introduced last year, the company announced on Friday.“We are starting a small test that shows ads to a small percentage of people using Marketplace in the US and will evaluate the response before determining how we move forward,” Facebook product marketing manager Michelle Bonner Techel said in an emailed statement.During the test, Facebook will take the retail variety of its dynamic ads that brands use to retarget online shoppers and slot them among the items that are listed for sale by regular people on Facebook, like clothes, toys, sports equipment, apartments and jobs. In May, people in the US posted 18 million items for sale within Marketplace, according to a Facebook spokespe…

Learning to use content management martech is biggest educational need for marketers

According to Content Marketing Institute’s latest survey of marketers, learning how to better use their content management marketing technology is posing a significant challenge for marketers.Sixty-six percent of the marketers polled claimed “How to better use technology to mange content as a business asset” as their greatest educational need in regards to content management. It was the most cited response, followed by 64 percent who said building a scalable content strategy, and 46 percent who named mapping the customer journey.Thirty-seven percent of the marketers polled listed using artificial intelligence as their greatest educational need.The report findings are based on 411 completed online survey forms from marketers representing B2B and B2C organizations, ranging from SMBs of 100 to 999 employees and large enterprises with 1,000 employees or more.The focus on the survey was to get a better understanding of how content marketers are managing their content strategy – from the pr…

Branded storytelling: Capitalizing on moments that matter

The fireworks have come and gone, and summer is finally upon us. Naturally conducive to gathering, this season beckons people of all ages to actively participate in moments that matter. While many of the same tried and true activities perennially prevail, it has long been the norm that each ice cream cone is Instagrammed and every swimming hole Snapchatted.Given the reality that many will at least temporarily abandon their screen-lit caves in search of clambakes, beach parties and rose-colored glasses, there are still ample opportunities for marketers to reach consumers by connecting to and reinforcing these moments that matter. One medium particularly ripe for summer picking — with its blockbusters, music festivals, sporting events and other key cultural moments — is branded storytelling.Branded badFor each article questioning branded content, two more hail it as the future of marketing. A quick “branded content” search yields 6,420,000 results, with countless bylines promising high…

Will People-Based Marketing take over?

It wouldn’t be difficult to assume that People-Based Marketing (PBM) is taking over.Ad tech firm Sonobi, for instance, recently announced a PBM consortium of more than a hundred major publishers, representing over 150 million users.Last year, Time Inc. bought Myspace-owning Viant. The combined company claimed it had access to more than 1.2 billion identified and registered users, with over 200 million in the US alone. LiveRamp, ONE by AOL/Verizon and Publishers Clearing House are among other PBM data platforms that say they can each reach hundreds of millions of users.To paraphrase the late Sen. Everett Dirksen, a few hundred million here, a few hundred million there, and pretty soon you’re talking about a lot of people.While talk about PBM is rising, third-party cookies — the linchpin for ad targeting on computers based on demographics or digital behavior — are steadily losing ground because of counter-actions by Apple, Google and the upcoming General Data Protection Regulation.This …

Five important updates to Google Semantic Search you might have missed

What is semantic search? Broadly speaking, it’s a term that refers to a movement towards more accurate search results by using various methods to better understand the intent and context behind a search.Or as Alexis Sanders very eloquently explained it on the Moz Blog,“The word “semantic” refers to the meaning or essence of something. Applied to search, “semantics” essentially relates to the study of words and their logic. Semantic search seeks to improve search accuracy by understanding a searcher’s intent through contextual meaning. […] Semantic search brings about an enhanced understanding of searcher intent, the ability to extract answers, and delivers more personalized results.”Google is constantly making tweaks and changes to its documentation and features linked to semantic search. Many of these involve things like structured data and Schema.org, rich results, Knowledge Graph and so on, and the vast majority go unannounced and unnoticed.But there are some eagle-eyed members of …

Kinsta Managed Hosting Review: Is it Worth The Money & Hype?

I’ve always loved blogging, but at times I feel frustrated and lonely.Blogging is mostly a one-person show, and managing a blog is quite the task. It’s a misconception that blogging is only about writing, because those who blog know that blogging requires doing various other activities like:Optimizing WordPress (or other blogging platform).SEO.Securing the website from hackers.Promoting the blog.Updating the design.Social media marketing.…and many more things…That’s why I always say:Blogging starts as a side project, but once it starts making money, you have to treat it like a real business.Being a professional blogger for the past 9 years, I have had my fair share of ups and downsToday, I’m sharing with you one decision that I took almost 2 years ago that has changed the course of my blogging quite dramatically.You can imagine the impact of this one decision by the fact that 2 years back I was earning $15k/month, and now I’m earning more than double that.So what happened two years ba…

Get the “2017 Webinar Benchmarks Report” from ON24

For this report, ON24 looked at more than 16,000 webinars delivered by over 1,000 organizations from around the world to detail the entire lifecycle of a webinar, including webinar promotion and registration metrics, webinar interactivity metrics, audience viewing habits, and both live and on-demand attendance and conversion metrics.Inside this report from ON24 you will discover:the best time for a webinar.when to send promotional emails.average webinar conversion rates.average viewing time for live and on-demand webinars and more!Visit Digital Marketing Depot to download “2017 Webinar Benchmarks Report”

via Marketing Land

Marketing Day: Dynamic email, YouTube’s top ads in June & LinkedIn video

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:Consumers over bots: Why site crawlers don’t hold all the answers
Jul 13, 2017 by David Freeman
Site crawlers are valuable tools in the SEO toolbox, but columnist David Freeman warns that search marketers should not use them as a replacement for manual analysis.SEM growth hack #4: Grow ROI with cross-channel optimization
Jul 13, 2017 by Lori Weiman
Columnist Lori Weiman explains how a holistic, cross-channel strategy can help search marketers direct their efforts towards the channel where they will have the greatest impact.Rented media: When paid and owned media combine
Jul 13, 2017 by Victor Wong
As the lines between martech and ad tech continue to blur, owned media and paid media are intersecting. Contributor Victor Wong points to social, email and web presence channels as highlighting the trend.Custom, dynamic email is giving marketers and r…

Consumers over bots: Why site crawlers don’t hold all the answers

Advances in technology have driven efficiency in SEO, where site crawlers such as Botify, DeepCrawl and ScreamingFrog have flourished.These tools are an essential part of the SEO toolbox and are great at uncovering and visualizing technical issues such as broken links, 404 errors and invalid canonical tags. They are becoming the default source of technical performance analysis for SEOs, which means they spend less time interacting with, and analyzing, websites in a browser and/or site analytics.On the surface, this doesn’t look like anything to be concerned about; we’re getting vast amounts of technical analysis at speed with tools.However, these tools are bots — they analyze the site’s source code looking for identifiable issues against an audit checklist which, while useful, won’t necessarily correspond to the issues consumers face.Search results are centered around the consumerAs I discussed in a previous column, search engines are advancing at the fastest rate we’ve seen in many y…

SEM growth hack #4: Grow ROI with cross-channel optimization

This article addresses the importance of optimizing your SEM (search engine marketing), SEO (search engine optimization) and PLA (product listing ads) channels together to gain monster ROI growth in the search channel.Optimization of search advertising often occurs in a vacuum where SEM, SEO and PLA efforts are optimized separately. By optimizing these channels together, you can save money on unneeded ad spend while boosting your page visibility in the right places to generate more sales or leads — pushing you into monster growth territory!Why cross-channel optimization mattersSearch engine results pages (SERPs) feature different sections where different types of results appear. These sections include, but are not limited to, organic listings, text ads, product listing ads, local results, image results, news results and more. In implementing a holistic, cross-channel strategy, which takes into account site visibility across these different sections, we can direct our search marketing …

Rented media: When paid and owned media combine

Owned media and paid media are merging — enter “rented” media.What was once taken for granted as free access and unfettered distribution to brands’ audiences is now increasingly being charged for. For all the discussion of martech and ad tech colliding, what’s been overlooked is that these technologies are simply following the media they power. Social, email, and now even web presence channels are increasingly not pure free media, but the media equivalent of freemium heading to premium only.Case #1: SocialWhen Facebook and Twitter first exploded onto the digital media scene, brands couldn’t get enough of it. These platforms encouraged brands to build out their pages, acquire followers and invest in regular publishing on social. The tech companies promised brands a way to engage with their audiences and told investors not to fret monetizing because the key was building a vibrant community first.After significant investment by the brands, and huge growth by the platforms, we now live in…