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Showing posts from July 19, 2017

A billion reasons why loyalty marketers need customer identity

What’s $100 billion mean to you?Depending upon what side of town I’m on, it’s 74 times the value of the home team, the Chicago White Sox, or 37 times the value of the Chicago Cubs.It’s roughly the value of the world’s most valuable brand, Google.And it’s the total value of loyalty points American consumers have collected yet not redeemed in the past year. For marketers, that means billions of lost opportunities to enhance relationships and increase lifetime values.Clearly, loyalty programs are struggling to keep members active and engaged over the long term.But by no means does this mean loyalty programs are obsolete. Memberships have an innate ability to influence customer purchase behavior, advocacy and retention: According to the recently released Bond Brand Loyalty Report for 2017, 81 percent of consumers say being a loyalty member makes them more likely to do business with a company, and 73 percent are more likely to recommend brands with compelling loyalty programs.However, this…

5 reasons to create content outside your niche

“Tangential content.”It’s a phrase my team loves — in large part because it’s typically used when we’re having a discussion about a viral hit — but we’ve found it’s something not a lot of people are familiar with, particularly clients.So what is it?If you’re in a niche vertical that doesn’t have wide appeal on its own, exploring ideas outside of your core focus is a surefire way to reach a much larger audience. The resulting content is considered tangential because it’s only slightly related to your product or service instead of being something more heavily branded — and this broad relevancy is what generates massive social shares and media mentions.If you’ve exhausted your niche (and even if you haven’t), it’s time to consider a tangential content strategy — especially if you’re in a vertical that doesn’t typically see viral-level engagement. To help you better understand this strategy, let’s walk through some of the reasoning behind it and take a closer look at campaigns where this …

7 reasons to enter the 2017 Landy Awards

There’s just under two weeks left to finalize your entries in the 3rd annual Search Engine Land Awards — the industry recognition program from our sister site is already considered the “world cup of digital marketing” by some — the competition is heating up as we approach the final deadline for entries.The final deadline is July 31, 2017 at 11:59 PM PT, so don’t delay – start or complete your awards submission now.Still not sure if you should enter? The question really is, why not enter? We could think a lot of reasons why you should, but here are just a few to consider.Be recognized among the best of the best in SEO & SEMSince the inception of Search Engine Land by co-founders Danny Sullivan and Chris Sherman, our mission has always been to provide information to shape the best practices in search marketing, and deliver actionable tactics to help the marketing community achieve amazing results.Our annual awards are recognition of how the industry has continued to grow over time a…

How to market your brand using interactive native content — Part 4

via Marketing Land

It’s time to embrace new strategies for apparel: Broadening tactics through user intent

With more data on purchase intent, consumers, advertising methods and the shift from big-box retailers to online stores, the apparel industry has seen a massive shift in its advertising structure over the past few years. More powerful marketing technology and a more competitive market have forced the industry through its most profound transformation since the industrial revolution.Google regularly changes their search result types based upon user intent, allowing them to home in on what people need in certain verticals. A search engine results page (SERP) may display videos, related articles or answer boxes based on the user’s presumed intent. That means apparel retailers need to expand and optimize their content offerings based on SERP displays for their target keywords.Furthermore, advertising and marketing are no longer solely about conversions — apparel brands are also setting goals and measuring success in terms of how well they appeal to, interact with and engage returning and n…

Video: How Snapchat’s Snap Publisher ad creation tool works

Snapchat has rolled out a tool called Snap Publisher that the company claims brands can use to create vertical video Snap Ads in under two minutes.But how easy to use is Snapchat’s browser-based tool? And how powerful?Check out this video that explores Snapchat’s ad templates, shows how to convert a horizontal video into a vertical Snap Ad and tries out Snap Publisher’s feature that uses computer vision technology to automatically edit videos.

via Marketing Land

Winning strategies for product pages: Improving findability and buyability

What spurs you, as a consumer, to buy one product over another? The brand? The price?While different needs dictate the kind of product you’re looking for — a basic vs. a deluxe coffee maker, for instance — the information you’ll use to make your decision is increasingly found in two places: Amazon and Google.As you prep for the upcoming holiday season, it’s important to consider that a hefty majority (87 percent) of consumers begin their shopping using one of them, according to a recent study commissioned by my employer, Salsify (registration required).Numbers aside, product searches in general are often the first interaction consumers have with your product.Search has an outsized role in influencing the final purchase decision. Brands need to focus their efforts on the (for lack of better terms) findability and buyability of their products, to maximize their effectiveness selling online.FindabilityProduct findability is how often your product ranks high in search results for your cat…

How to effectively combine online and offline lead generation

We have two primary forms of leads: online and offline. This article talks about how to combine online and offline marketing for more efficient lead generation.In today’s world we are mostly narrowing in to online leads, thanks to the Internet essentially opening up the entire world for us to peruse. But offline leads should still be a factor we consider moving forward.Looking at the two it is easy to see that online leads are going to be the more important source of generation. It produces the most, after all.That isn’t an excuse to ignore the harder work involved in offline lead curating, as that will ramp up your marketing benefits by leaps and bounds. Especially in terms of B2B interaction – something that we should all be trying our best to take advantage of.Bringing offline and online lead generation togetherFinding ways to combine offline and online leads isn’t nearly as difficult as it sounds. Actually, the two really help the other to succeed.Here are some ways you can start …

LiveRamp launches IdentityLink for Publishers

LiveRamp’s IdentityLink visualization Acxiom’s LiveRamp began as a way to match offline data with online. Last year, it moved into people-based marketing with the launch of IdentityLink, which provides anonymized identities of actual people in their different guises of multiple devices and channels.This week, the San Francisco-based company is launching a version of IdentityLink that is designed for publishers, as it hopes to provide the kind of people-based targeting for advertisers that a walled garden like Facebook can offer. Previously, IdentityLink was focused on brands and ad/marketing tech providers.A brand advertiser can go to Facebook with an email list of its customers or registered visitors, and then target those actual people on the giant social network. This gives Facebook and Google, in particular, a huge advantage over lesser publishers that cannot offer this massive form of people-targeting.With IdentityLink for Publishers, a publisher like Hearst can provide LiveRamp w…

Cedato offers Video Tech Stack for Publishers

Native video provider Cedato is out this week with a Tech Stack for Publishers that is designed to increase its customer base among mid-sized publishers of sites and apps.This all-in-one stack contains features that the firm has been offering to its upper-tier clients, CMO Dvir Doron told me. But the new version is simplified in implementation, pricing and usability. A publisher can utilize the package with one tag, avoiding the need to integrate components.There is a video player to deliver video ads or content, a video ad server, a hybrid video header bidding engine with client- and server-side features, outstream video units, an open API for developing custom outstream formats, and a self-service user interface.[Read the full article on MarTech Today.]

via Marketing Land

11 Quick Actions You Can Take Right Now To Set Your Blog Up For Explosive Success

You can browse and read all the blogging tips on the ShoutMeLoud, but they will be meaningless unless you take action.For your blog to be successful, you have to brutally channel your efforts on the things that matter most for your blog growth, and stop squandering time on trivial things.Right now, I’m going to make it simple for you to take the necessary actions required to positively enhance your blog and set it up for explosive success. All I want from you is to set aside a few minutes and implement the 11 easy tasks I’m about to share with you here.I promise to make it simple for you to follow. The good thing is that the more of these tasks you complete, the more advancement you’ll make toward making your blog a success.11 Quick Things To Do To Attain Blogging Success1. Start Building an Email ListLet me be blunt:If as a marketer in 2017 you’re not yet building your own email list, you’re a comedian.And you’re greatly missing out on many good things.Having an active email list is …

Marketing Day: Addressable TV & OLV, Holiday Retailer launch & Google Analytics news

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:Identifying top analytics talent in a competitive environment
Jul 18, 2017 by Nick Iyengar
Are you searching for the right candidate to fill a marketing analytics role? Columnist Nick Iyengar says you shouldn’t focus on what they know about the tools, but instead take a look at their soft skills.What marketers need to know about addressable TV and OLV
Jul 18, 2017 by Justin Freid
As the population ages, the folks with the spending power are more likely to watch TV in non-traditional ways. Contributor Justin Freid explains how marketers can tap into this audience with online video and addressable TV.Winter is coming for retailers, so it’s a good thing we’re launching the Holiday Retailer
Jul 18, 2017 by Pamela Parker
The e-commerce environment is more challenging — and rewarding — than ever. Stay on top of all the latest developments with Market…

An easy quarterly plan for local link building

Summer conference season is in full swing, and this month I’m stepping off Greg’s Soapbox to share some in-depth knowledge. With the release of the 2017 Local Search Ranking Factors and several studies, local SEO sessions are all pushing the importance of building local links. Even when tips are shared that explain how to get great links, people always seem to come back with variations on the same question:How do you actually build local links?I wrote a post here on Search Engine Land last year about building local links, and I usually point people to that post to get good ideas. But recently, several people have pointed out that it shares high-level ideas, not actual tactics.So, I decided that I should share some insight into how our team works the link-building process, with a focus on actual process and tactics. Keep in mind, we’re talking local SEO for SMBs, so we won’t have huge budgets to create amazing content pieces or huge teams and tons of time to dedicate to outreach.Start …

Lead scoring: A bridge from marketing to actual sales

These days, customer journeys look less like a yellow brick road and more like an endless maze with numerous possibilities. Different channels, multiple devices and a slew of sources can create countless non-linear paths. As B2B marketers, our great task is to leverage and measure these journeys to maximize sales opportunities.Therefore, marketers must be vigilant about lead scoring and which leads they are sending off to sales.In most cases, we see that many of the leads forwarded to sales are bypassed or completely ignored. Why? Salespeople feel that the leads are not qualified, and they can’t afford to waste their time focusing on “marketing” leads when they can find hot leads elsewhere. So, what can marketing do to create a more effective alignment with sales?One possible answer is lead scoring.Lead scoring is used to rank prospects against a scale that represents the perceived value of each lead. The resulting score is then used to determine which leads the sales team will engage…

Identifying top analytics talent in a competitive environment

One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority.As an industry, we’ve scarcely agreed on what to call anything, so it’s difficult to make apples-to-apples comparisons across resumes and experiences. As a result, we often resort to pulling talent from the sources closest to us, but this doesn’t work well in an industry with a shortage of talent; after all, there are only so many competitors, consultancies and clients from which to attract new colleagues.So how can you cast a wider net in your search for talent, without compromising on the quality of candidates you interview and ultimately bring into the fold? After interviewing dozens of candidates for roles ranging from entry-level to director-level over the past few years, here are some key lessons I’ve learned.1. D…

What marketers need to know about addressable TV and OLV

Today, billions of dollars are spent on TV advertising, and at the end of the day, for many demographics, there are still very valuable eyeballs worth targeting through traditional TV advertising.But buying power is shifting toward the digital natives who access content when and how they want it. For example, the #1 show, “The Big Bang Theory,” has a median age of 55, while ratings for the 18-49 demographic dropped by 11 percent YoY, according to a recent article in The New York Times. That is a big drop-off of a key audience demographic.As digital-first consumers age, their buying power increases and the balance of power begins to shift. Many of those now in the most coveted demographics identify as digital-first media consumers. Traditional TV is often not at the top of their list. While many big brands still utilize traditional TV as their primary means of driving awareness, it is important for marketers to understand the reach and opportunity presenting itself through Online Video…