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Showing posts from July 18, 2017

Winter is coming for retailers, so it’s a good thing we’re launching the Holiday Retailer

You’d think online retailing would be all figured out by now, but it’s just getting more complex — and more promising — than ever. With the acquisition of Whole Foods by Amazon and the online-first player’s competition with brick-and-mortar behemoth Walmart, the nexus of online/offline has become a hot topic of discussion and innovation among marketers.Bluetooth, beacons and other technologies are helping brick-and-mortar retail locations leverage the benefits of big data and precise targeting, while e-commerce players encourage showrooming but also toy with pop-up stores and other real-world brand representations. It’s all coming together.But this also means the customer journey is more difficult to predict and is increasingly unique, challenging marketers seeking to provide the right information or offer at just the right time and touch point.The good news is that all the innovation is driving increasing adoption of e-commerce, with the US Department of Commerce’s Census Bureau repo…

Three ways local businesses can survive the on-demand threat

Is there any business that Amazon can’t disrupt?In recent weeks, I’ve seen Amazon entering businesses ranging from home furnishings to banana distribution to grocery stores. The company that arguably introduced the on-demand economy continues to spread its influence across multiple industries: fashion, entertainment, home automation… you name it, Amazon is there.Furthermore, Amazon has seemingly triggered the rise of an entire on-demand economy in which people can order what they want and when they want it without having to pay a premium for convenience and speed.And the key season for retailers — the winter holidays, when consumers are more time-sensitive than ever — is coming right up.The major players in this market include names you know, such as Lyft (which Amazon is competing with for drivers) and Zappos (which Amazon acquired). New entrants are bursting on the scene, too, such as Instacart, the Internet-based grocery service.For businesses that operate brick-and-mortar location…

Google Analytics rolling out ‘ask a question’ to get answers instanteously

A little over a year ago, Google teased using natural language to get data from Google Analytics just by asking. That “asking a question” functionality has now arrived in Google Analytics and Google Analytics 360 globally.The aim is to make it much easier for people throughout an organization to be able to get information they need without having to rely on data analysts or needing deep familiarity with the Google Analytics interface. Data analysts will have more time to focus on strategy, and the rest of the organization can get the information they need to understand how the business is performing online, the thinking goes.What is Analytics Intelligence?The new ability to ask questions builds on the Google Now-like automated insights that came to the Google Analytics mobile apps last fall. The insights surface data the system thinks will be useful to the person who is logged in, meaning they are tailored to the kinds of data and insights that user has engaged with.Roughly 20 percent…

How to use SEO data in your social media strategy

Everyone understands that a good social media strategy is the holy grail for businesses; it molds the perception of a brand, carries the voice, creates the appeal, and as a result, increases revenue. There are a few fundamentals that can help enhance the strategy, but SEO, or search engine optimization, is hardly ever considered. Big mistake! Here’s why.I’ll start by stating that social media and SEO are heavily tied to each other. SEO data can help improve your social efforts, and social media can help with the search rankings.In fact, SEO data provides a bunch of information about your visibility and target audience: who they are, how they search for things, what keywords they’re using and what sites they’re surfing, not to mention the good old profiling data found in Google Analytics, SimilarWeb and SE Ranking.Let’s dig in deeper.KeywordsAs a growing brand and business investing a lot into social media appearance, you need to know what people are saying about your company or produc…

To understand customers, first you need to understand their Device Graphs

From a Tapad video Imagine you characterized the buying habits of customers by the cars they took to your physical store.One person took a Ford pickup truck to buy a tuxedo, and, the next day, that same person took the family’s other car — a Volvo — to buy comic books and beer.A similarly one-dimensional view of a customer’s interests takes place if you only look at behavior through one specific computer, smartphone or tablet. Increasingly, one can include in that mix such additions as a connected TV or a smart car.My normal behavior, for instance, is to conduct almost all of my online shopping on a computer, with its larger screen. But I commonly use my smartphone to check particulars about movies or restaurants, since those decisions are often made when I’m out and about. And, if we could easily order our favorite Chinese delivery through our connected TV, I’m sure we would.That’s why cross-device identity matching — resulting in a Device Graph — is the foundation underlying modern u…

The 2-step guide to driving sales with Pinterest

There are millions of people on Pinterest, searching, pinning, and sharing – so it’s important to recognize its potential for building awareness and filling the top of the funnel, particularly for ecommerce companies.This blog will discuss a couple of recommended targeting types within Pinterest to help fill the top of the funnel and essentially build up your audience. From there, once your audience is built out, we’ll run through how to actually capitalize on these new users to drive sales.Let’s jump in.Use Pinterest to fill the funnelPinterest has some specific features that are highly effective for building your audience. These include:Keyword targetingYou can leverage user intent by targeting specific keywords that users are searching within Pinterest.For example, if you are a trendy clothing brand that sells sweaters, you may want to target “trendy sweaters” and have your ad (in Pinterest lingo, your promoted pin) show up in the search results and related pins.Interest targetingP…

Three ways you’re wasting money on your marketing automation

As a marketing agency, Foxtail Marketing, has gained unique insights into some of the tools and marketing practices that you really can’t get as a single company unit. They’ve worked with clients operating in almost every marketing automation platform. Over time, they have gathered the knowledge of which platforms give them the most headaches and which platforms they get excited about when new clients say they use it.This white paper, sponsored by Bridgeline Digital, reviews some of the most common issues they see when working with clients who have marketing automation. This white paper will walk you through what they see, ways to fix it, and ways to optimize your marketing automation, as well.Visit Digital Marketing Depot to download “Three Ways You’re Wasting Money on Your Marketing Automation.”

via Marketing Land

Marketing Day: Snap Publisher, the most brand-safe app category & Trusona’s CMO

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:Snapchat releases Snap Publisher: self-serve ad creation tool converts horizontal videos, websites into vertical video ads
Jul 17, 2017 by Tim Peterson
Snap Publisher enables brands to edit a horizontal video into a vertical one or to have have Snapchat’s computer vision technology do the work.How marketers’ influence can expand beyond lead gen: Utilizing remarketing for nurturing leads
Jul 17, 2017 by Elizabeth Laird
Marketers are often responsible for generating leads, but columnist Elizabeth Laird explains how they can also help move those leads down the sales funnel.The most brand-safe app category is not what you’d expect
Jul 17, 2017 by Andrew Dubatowka
When it comes to advertising, mobile games are both brand-safe and extremely effective. Contributor Andrew Dubatowka explains why.Watson helps AdYouLike screen content for native ads
Jul 1…

Snapchat’s self-serve ad creation tool converts horizontal videos, websites into vertical video ads

One of the knocks against advertising on Snapchat is that it’s hard to make ads for Snapchat. The mobile app’s insistence on vertical video compels advertisers to create campaigns from scratch rather than reusing ads that ran elsewhere. Now Snapchat is addressing that obstacle.On Monday, Snapchat officially rolled out a browser-based ad creation tool, Snap Publisher, that anyone with access to its self-serve ad-buying tool, Snap Ad Manager, can use to create Snapchat’s vertical video Snap Ads, whether or not they have any vertical videos to use.Snap Publisher enables advertisers to automatically turn any photo or video, including the horizontal kind, into a vertical video ad. To make things easier, it also has an option for brands to pull photos and videos from their websites. According to Snapchat’s support page for Snap Publisher, advertisers “may only import from sites in which you have the legal right to obtain media from,” but it’s unclear how Snapchat will enforce that rule. For…

How marketers’ influence can expand beyond lead gen: Utilizing remarketing for nurturing leads

When it comes to lead generation, quality is the name of the game. A paid media campaign may generate a record number of leads, but if they don’t turn into sales, the media spend has been a waste.Many marketers feel their hands are tied. Once the lead is generated, the typical nurture process is handed off to the CRM team. Can anything be done — from a media perspective — to assist with the lead nurture process and turn leads into sales? The short answer: Yes!Here are three steps digital advertisers can take to nurture leads into sales.1. Utilize RLSA targeting for lead advancementRemarketing for Search Ads (RLSA) is a great way to reach previous website visitors when they are searching. You can use RLSA to continuously reach prospects after they have completed a lead form.First, I recommend that you create a remarketing list for users who have filled out your lead form. Second, identify what searches these potential customers might be making next. And third, serve ads to these “leads…