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Showing posts from September 1, 2017
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More than 1/3 of shoppers plan to start holiday shopping before Black Friday [report]

After surveying 1,500 shoppers, the retail-focused digital marketing agency CPC Strategy forecasts this year’s holiday season will see steady growth over last year’s numbers, with consumers hunting for holiday discounts well before the usual deals begin to surface.“More shoppers expect deals far before Black Friday or late in December,” says the agency’s CEO, Rick Backus, in a release announcing their 2017 Holiday Shopping Forecast report.According to CPC Strategy’s survey results, 35.5 percent of shoppers will start shopping before Thanksgiving, and 32 percent will start before December.When do you plan to start shopping for holiday gifts this year?CPC Strategy notes the overwhelming of popularity of Amazon’s Prime Day is most likely playing into why so many shoppers are beginning their holiday shopping early.Of the participants, a whopping 72.1 percent said they will look for gifts on Amazon. Thirty-eight percent said they plan to shop online discount retailers like Walmart and Targ…

Earth Networks CMO says martech delivers a lasting first impression within the prospect experience

Earth Networks CMO Anuj Agrawal has more than a decade leading marketing strategy for B2B data and organizations focused on SaaS (software as a service).“I’ve lived and learned what it takes to drive customer acquisition, identify cross-sell opportunities and maximize retention,” says Agrawal. The CMO says his background spans all different levels of business maturity, working with everyone from venture-backed organizations to later-stage companies.In his current role, Agrawal oversees all marketing and product functions for Earth Networks, a technology-driven solution that helps mitigate weather-related financial, operational and human risks for numerous industries, including airports, broadcast companies and energy and utility organizations.According to Agrawal, the prospect experience is about making a great impression from the very first touch point — and for him, martech plays a crucial role in that experience. He uses an example of a brick-and-mortar retail store greeter to emph…

Branch now offers its Deep Linked Email solution on a majority of ESPs

Let’s say you open an email on your phone about a new travel package to Italy. You click on a link in the email, and it takes you right to a screen in the Hipmunk travel app with the specific flight and hotel info.That’s a key scenario for Branch’s Deep Linked Email solution, now available via eight additional Email Service Providers following an announcement this week by the Palo Alto, California-based company.Branch said the new integration with the eight providers — Blueshift, Epsilon, Mailjet, Mailgun, PostUp, Sailthru, Vero and Zeta Global — means that its solution is now available on a majority of ESPs (email service providers), given that it is already offered on providers like SendGrid and Oracle Responsys.Using the Deep Linked Email dashboard, a marketer can configure whether a click in the email link takes the user to an installed app, to the screen in the appropriate app store to download the app if the app is not installed, or to a related web page. With the new ESP partne…

AdWords ad rotation settings to get trimmed: Optimize or don’t

The signs were all pointing this way.Google announced Tuesday a change to the ad rotation settings in AdWords. There will soon be just two options: “Optimize: Prefer best performing ads” and the not-so-subtly named “Do not optimize: Rotate ads indefinitely.”The change signals one more way machine learning is becoming ingrained through the AdWords platform.For more on what this change entails, read the full article on Search Engine Land.

via Marketing Land

The game changer in retail personalization: Consumer identity management

While many retail marketers are excited about the opportunities technologies such as machine learning and artificial intelligence will bring in terms of customer engagement and meaningful connections, the reality is that most haven’t even figured out how to tackle truly personalized omnichannel engagement.For brick-and-mortar retailers, hybrid retailers, online-only ones and everything in between, omnichannel yields a significant advantage in personalizing engagements. Inbound and outbound touch points, including phone, digital and social across multiple devices, traditional direct mail and addressable TV are just a few of the avenues for brands to personally connect with consumers these days.However, the challenge lies in the consumer data behind those engagements — or lack thereof. Key questions often arise when looking at this data: Who is the customer, what are their likes, what about purchase histories, life stages and lifestyle patterns?Knowing these answers and having accurate …

Throw a party with your advertising data

Acquiring new customers is a lot like throwing a house party. You want to invite as many people as possible, but you want to invite the right people — not the ones who will never show up (or who will show, but you’ll wish they didn’t).In this article, we’ll compare advertising audiences to the different groups of people you could invite and show you how to use this metaphor to leverage data to acquire new audiences.Say you just moved into your friend’s neighborhood and wanted to throw a “Game of Thrones” marathon party before the season finale to help you meet the neighbors. Do you:Only invite the people in the neighborhood that you already know and who like “Game of Thrones?”Invite the people you know and tell them to invite their other epic fantasy-loving friends in the neighborhood?Invite everyone in the neighborhood who’s near your age and always looking for a new TV series to follow?If you host the first party, you won’t fulfill your purpose of meeting anyone new. If you host the…

How media companies are creating episodic series for Instagram Stories

At the same time as Facebook and Snapchat are stocking up on original shows, media companies are independently producing episodic series for Facebook-owned Instagram.Sometime last year, Bustle Editor in Chief Kate Ward saw a tweet from someone asking whether watching Snapchat Stories had replaced TV as a before-bed ritual for anyone else.“It kind of got us thinking about the experience of Snapchat Stories and eventually Instagram Stories, where it’s just a place where you share something with your friends but also a place where you can really program something and take advantage of the platform itself to come up with these fun, little, brief storytelling elements,” said Ward.Within a week of Instagram launching Stories in August 2016, Bustle premiered what would become the first of seven episodic series it currently produces for the ephemeral format where each slide, or post, within a Story evaporates after 24 hours. And it’s not the only media company to see Instagram Stories as an o…

Yelp introduces custom (local) audiences for national advertisers

Roughly two years ago, Yelp phased out its display ad unit for national advertisers. Earlier this week, the company introduced a new data-driven ad product for that same segment: Yelp Local Audiences (YLA).The company is working with LiveRamp to transmit data to DSPs (demand side platforms) and exchanges where anonymous matching finds Yelp users on third-party sites. The company also works directly with DSPs.I spoke with Yelp VP of Sales Drew Canniff about the new offering and what made it different or desirable to advertisers vs. numerous other DMPs (data management platforms) and data products in the market. He pointed to the high-intent, “bottom of the funnel” use case of Yelp.“Brands can buy users that have done specific things on Yelp,” Canniff said. Advertisers can target by more than 1,000 specific business categories, by brand, product attributes (e.g., price range), inferred demographics and, of course, geography. Ironically, geo plays a more nuanced role here than the produc…

5 Mobile SEO Mistakes That Are Sabotaging Your Mobile Marketing Efforts

SEO remains one of the most popular topics on the internet. Why?Because webmasters are always fighting to get search traffic – the better your pages are optimized for search engines, the more chances you have to rank your content, and the more traffic you’ll drive to your site.That’s not all; it equally means that you’ll be making a lot of money (provided your site is optimized for conversions).It doesn’t matter whether you are in blogging, content marketing, affiliate marketing, social media, or e-commerce, the challenge is the same……Every website owner is searching for the right skills required to make their sites perform better in SERPs (search engine result pages).However, while implementing SEO strategies, one area most people often fail to give adequate attention to is mobile SEO.In today’s marketing era, mobile marketing is becoming increasingly popular. Any marketer who’s not yet paying attention to mobile traffic is not doing SEO correctly.As more and more people are starting…

What does Web 3.0 mean for search?

The signs of fundamental change are all around us.Digital assistants reside within our living rooms, we consume Internet-based services everywhere, and we are creating data every second of the day.A sense pervades of being constantly connected through devices that communicate with each other. The experience of using the Internet is therefore markedly different to what it was 10 years ago.What we don’t quite have is a universally accepted label for this era of digital development.The phrase “Web 3.0” was first coined back in 2006. Viewed by some industry insiders back then as an “unobtainable dream“, the idea of Web 3.0 has remained elusive.However, as technology catches up and the tech giants figure out ways to make sense of the reams of unstructured data we create every second, the dream seems much more obtainable than ever before. In fact, many argue it is already a reality.So what exactly is Web 3.0? What makes it so different from Web 2.0? And what do marketers need to do today to…

Instagram starts putting Stories, but not Story ads, on its website

The majority of people who use Instagram’s app every day check out its Stories feed. Now the Facebook-owned photo-and-video-sharing service is extending its Snapchat clone to its online audience.Instagram has begun showing Stories to people who log into its website, the company announced on Thursday. While the Stories feed in Instagram’s app features ads, for now Instagram will not insert ads within the online version, according to an Instagram spokesperson.People can now view others’ Stories on Instagram’s desktop and mobile site. People will eventually be able to post to their Stories through Instagram’s mobile site, but not the desktop version, the spokesperson said.The move to put Stories online appears focused on appealing to Instagram’s international audience. According to Bloomberg, more than 80 percent of the people who use its site live outside of the US.

via Marketing Land

[Report] Who owns the flights market in search?

Which brands dominate the US flights market in search?A new report by Pi Datametrics hasanalyzed the entire US flights market to discover the most organically valuable search themes and players with the greatest share of voice across the market.The search data was collected from across Google US with a view to identifying the search terms with the most commercial opportunity over the last four years, and trended to reveal demand peaks and declines across the travel industry.‘International’ flights: Trended search themes | May 2016 – May 2017Image source: Pi Datametrics Market IntelligenceSo what does the data show, and what can marketers learn from it about the state of the flights market?The difference between organic value and search volumeTrended search volume data is a strong indication of research and demand phases, but to determine when a search is most likely to actually convert, Pi has applied their proprietary Organic Value Score.Search volume alone doesn’t always indicate va…

Marketing Day: Real-time attribution, location modifiers & AdSense User First beta

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:Your account structure might be hurting performance. Here’s why (and how to fix it)
Aug 31, 2017 by Matt Lawson
Oversegmentation is often the enemy of automation. Columnist and Googler Matt Lawson talks about how a fussy account structure can tank AdWords performance.Why real-time attribution is (mostly) irrelevant, and what to do instead
Aug 31, 2017 by Alison Lohse
To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time data.Lookalike modeling breathing new life into old channels
Aug 31, 2017 by Jordan Elkind
Columnist Jordan Elkind explains how a mainstay of the ad tech industry is opening up new possibilities for online and offline targeting.Google says we don’t need no stinking location modifiers… or do we?
Aug 31, 2017 by Andrew Shotland
Google recently…

Your account structure might be hurting performance. Here’s why (and how to fix it)

When it comes to managing AdWords, something I’ve come across time and again is that lots of accounts are oversegmented. I’ve seen AdWords accounts with almost awe-inspiring intricacy. No dimension unsegmented; no campaign setting untweaked; no minute negative keyword unadded. I think we’ve officially reached the point at which some of you are too good at your jobs.Automation is better than it’s ever been. It’s so good, in fact, that it often beats oversegmented, even overengineered accounts. Campaigns can be segmented by devices, match types, audiences, geographies and more. Campaigns shouldn’t be segmented by all of those.AdWords Smart Bidding looks at specific queries (and the context of those queries)Overly segmented account structures are attempting to approximate something that Smart Bidding already does: bid to a user’s specific search query and adjust bids for devices, time of day and audiences to control the impact on the advertiser’s objective. AdWords Smart Bidding consider…

Why real-time attribution is (mostly) irrelevant, and what to do instead

The martech and ad tech industries love to talk about real-time. The context doesn’t matter — regardless of the circumstances, real-time must be better than delayed. Right?The allure of real-time makes sense. We operate in real time these days, at work and at home, answering calls and emails as they come in, fighting fires as they arise, watching our customers and prospects browse websites and click our offers literally as it happens. The real-time perspective is certainly compelling and sometimes valuable from an operational point of view — but not always.In fact, when it comes to marketing attribution, real-time results are far less important than right-time insights.Forrester’s Tina Moffett articulated the concept of right-time insights in one of our meetings. It immediately resonated as an intuitive description of all the hype around real-time and something we had already worked into our product.The truth is that most media doesn’t work in real time. Every channel works at a diffe…

Lookalike modeling breathing new life into old channels

Lookalike modeling isn’t new. It’s been a mainstay of the ad tech industry for years, used to help advertisers expand digital audiences while maintaining relevancy of targeting. The principle is simple. Brands want to attract new visitors to their site. What better way to do this than to identify prospects who resemble existing visitors (or customers)?What is new is the dazzling variety of ways in which digital marketers are deploying lookalike modeling techniques to enhance the return on investment across marketing channels — both online and offline.With more data than ever before on user journeys and behaviors, increased adoption of platforms (like customer data platforms and data management platforms) to centralize and analyze that data, and growing ubiquity of machine learning tools and techniques, lookalike modeling is breathing new life into old channels.What is lookalike modeling?Customer-centric businesses have long recognized that the best way to acquire new visitors is to fo…

Google says we don’t need no stinking location modifiers… or do we?

Last week, Google declared that the “near me” search query and other “geo-modifiers” (e.g., ZIP code, city name) were, if not dead, then certainly not worth spending your valuable SEO time worrying too much about:In September 2015, we shared that “near me” or “nearby” searches on Google had grown 2X in the previous year. Now, just two years later, we see that behavior has continued to change. Make no mistake, people still use ”near me” to discover places of interest around them. But we’re now seeing a shift toward dropping location qualifiers (like zip [sic] codes, neighborhoods, and “near me” phrasing) in local searches, because people know that the results will automatically be relevant to their location — thanks to their phone. It’s kind of magical. In fact, this year, search volume for local places without the qualifier “near me” has actually outgrown comparable searches that do include ”near me.” [see data] Over the last two years, comparable searches without “near me” have grown…

Google launches AdSense User First beta to test if fewer ads & better targeting can make more money for publishers

A small number of AdSense and AdMob publishers started receiving invitations to Google Adsense’s User First beta program this week.The goal at this stage is to test new ways for publishers to make more revenue with fewer, hopefully more effective, ads and reward publishers who prioritize the user experience The program is meant to reward publishers that provide a good user experience — measured by site speed, ad layouts that generate high quality-clicks and low rates of users muting ads on the site — with priority access to new features. From the program page:You were invited to this beta program because you offer your visitors a good web experience, e.g., your pages are fast-loading or your users are happy with the ad layout on your site. With this beta, by meeting certain requirements, you’ll get early access to new features designed to help boost your revenue and provide your visitors with better ad experiences.Initial experimentsThe feature testing will revolve around the goal of …