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Showing posts from September 8, 2017
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Storytelling for action: Why brands need to tell a complete story

The sole predictive factor for the success of Super Bowl ads is the degree to which they tell a complete story.So concluded marketing professors Keith Quesenberry and Michael Coolsen, based on their two-year study published in the “Journal of Marketing Theory and Practice.” While this is a reassuring affirmation of the power of narrative in a marketing setting, it begs the question, “What is an advertising story, and how do I tell one?”Many unsuccessful ads are likely crafted by marketers who think they are telling a story. Some may have started to, but by failing to tell it completely, they were unable to effectively bridge the gap between interest and action.In the beginningEven in their earliest forms, stories were meant to compel action. Poets wove epic tales of heroes rising up to defeat terrible monsters, and of rulers brought low by folly. On a grander scale, poems like Homer’s “Iliad,” or our own origin legends (think George Washington and the cherry tree) establish common val…

Twitter brings Teams to its mobile apps for on-the-go account sharing

Twitter is making it easier for multiple people to manage a brand’s account while away from their computers.Two-and-a-half years after rolling out Teams on TweetDeck, Twitter is bringing the account-sharing feature to its own mobile apps, the company announced on Thursday. As a result, people sharing a single account, such as the employees of a brand and its agencies, no longer have to log in to the TweetDeck desktop site to post tweets from that account.Using Teams for shared accounts? You can now contribute to Teams on Android & iOS – so it’s easy to Tweet on the go. https://t.co/qJKcibDZxj— TweetDeck (@TweetDeck) September 7, 2017In addition to publishing tweets, people who are members of a Team can also retweet and like others’ tweets, as well as send direct messages, schedule tweets, create lists for separate feeds populated by only certain accounts and curate Moments.However, not all Teams features will be available through Twitter’s mobile apps. Team owners and admins will …

Achieve big testing wins by analyzing results by device type

For some time now, responsive design has been all the rage — and this trend shows no sign of letting up as the dominant configuration for mobile websites.Responsive design allows us to present a consistent site experience to users regardless of screen size. Because the HTML is the same for all devices, it has the added benefit of also reducing development and maintenance time. However, different experiences based on screen size or device type can pose challenges when running tests and analyzing results.Testing challengesFor our discussion, we will consider the three most common device types that visitors use when accessing a website:MobileTabletDesktopEven with responsive design, the user experience for a website can be radically different for each of these devices. Running a test without considering and analyzing results specific to each device type can lead to erroneous conclusions, resulting in poor decisions that could have a potentially disastrous impact on conversion rates.Under…

Report: Only 1% of exchange location data useful for offline attribution

Location data has become a kind of Swiss Army Knife for digital marketing. It can be used for audience targeting and segmentation, for offline attribution and for customer journey and competitive insights.But the data needs to be accurate for these purposes — especially when it comes to store visitation and attribution. For those brands and agencies working with location data and various location data providers, accuracy is emerging as an issue not unlike viewability.Ultimately, there will probably need to be similar third-party verification. And while the Media Rating Council recently issued Location-Based Advertising Measurement Guidelines that are intended to establish standards and help practitioners, they haven’t yet kicked in.The debate about the relative accuracy and value of location data derived from the exchange bid-stream and that derived from first-party apps has been raging for about three years, with partisans on each side. First-party data is more accurate but less plen…

4 easy ways to take social media marketing to the next level

What should brands be thinking about in the second half of the year to take their social media marketing to the next level and create standout digital customer experiences?What many traditional marketers don’t know is that the world of social media marketing is changing rapidly. The ways brands use social to engage with customers are not the same today as they were a year ago.That’s due in part to the rise of new technologies and platforms, the endless stream of data we’ve got access to and the growing consumer expectations that keep us all on our toes.We’ve also seen some massive shifts within organizations themselves, where a customer-centric mentality across every touch point is quickly becoming the status quo. The great thing is: Social is at the heart of it all.We’ve officially entered an era where social media marketing has matured. However, the question marketers need to ask themselves is, “Has my organization matured alongside social media?”More often than not, the answer will…

Advertisers are ready to get ‘aggressive’ about enforcing Ads.txt adoption

Ad buyers are dissatisfied with publishers’ slower-than-expected adoption of the industry’s anti-fraud initiative, Ads.txt. Now they are nearing an ultimatum: Publishers need to upload a public list of their programmatic sellers and resellers, or they will be left out of brands’ programmatic ad buys.“Some advertisers care a lot about making sure that we’re not buying fraudulent inventory, and for those I think it will be as soon as Q4 that we start to say, ‘We’re only buying through Ads.txt-enabled publishers.’ Something like that is going to need to happen sooner than later to actually push the publishers to where they need to be,” said DigitasLBi’s VP and director of programmatic, Liane Nadeau.To learn more about ad buyers’ plans to enforce Ads.txt adoption among publisher, read the full article on MarTech Today.

via Marketing Land

How advertisers can score big on the next device launch

On the cusp of the latest iPhone release, columnist Purna Virji from Bing offers insights to help advertisers cash in on new device launches.We’ve all seen the news headlines. They queue, they camp, they chant. And sometimes, they even stampede. Just to get their hands on a new device.And while these are the more extreme cases, it’s clear that consumers love technology, ready to cast off last year’s phone for one with a better battery, more pixels, and a blush-gold case.But of course, the decision journey begins long before launch day, creating a significant opportunity for retail advertisers – as long as you get in on the action at the right time.What makes this new device season even more interesting is the rise in opportunity for brands outside of Apple.iPhone users are becoming less loyal to Apple over time, according to research by UBS analysts Steven Milunovich and Benjamin Wilson.This chart is particularly surprising because it shows that Apple’s customer retention rates are he…

Marketing Day: Live chat best practices, the holy grail of engagement & 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:Mobile & desktop SEO: Different results, different content strategies
Sep 7, 2017 by Jim Yu
You can’t simply make your site responsive and truly call it mobile-ready, argues contributor Jim Yu. To really adjust to the dramatic rise of mobile search, you need to understand how people are using these devices for finding things.How computer vision may impact the future of marketing
Sep 7, 2017 by Daniel Faggella
How is computer vision changing the face of marketing? Columnist Daniel Faggella takes a look at three current applications and the promise they hold for marketers.Google reportedly looking at buying HTC’s phone unit, expands Android One program
Sep 7, 2017 by Greg Sterling
Google previously owned, then sold Motorola. It might get back into the handset business with an investment or purchase of HTC.Live Chat Best Practices for Conversi…

Mobile & desktop SEO: Different results, different content strategies

Late in 2015, Google confirmed what many of us had already suspected: mobile search had officially surpassed desktop worldwide.Smartphones and tablets have completely disrupted and forever altered what was once a fairly linear buyer’s journey. These days, a consumer might drop into your funnel at any point, from any channel, and it might be after an unknown number of touch points across platforms and devices that you didn’t see happening.They’re reading reviews, are exposed to organic and paid social, are searching for nearby answers for their immediate needs and more. Increasingly, consumers are doing all of these things from a mobile device.Recent research at BrightEdge (my company) shows that 57 percent of all online traffic now comes from mobile and tablet. Pair this consumer insight with the knowledge that Google’s mobile-first algorithm is coming, and we marketers have some work to do.In this column, I’ll share the results of our recent Google SERPs Mobile vs. Desktop research, …

How computer vision may impact the future of marketing

When people think about computer vision (sometimes called “machine vision”), they often think of smartphones and autonomous cars.Snapchat can give you a puppy dog face thanks to facial recognition (a subset of machine vision). Autonomous cars can identify a human walking across a street. But did you know that machine vision plays a role in future marketing applications as well?In this article, we’ll explore three current applications for computer vision in marketing. It’s important to note that these applications are most likely to be found in retail or broad B2C markets — I covered the reasons for this in my “5-year trends in artificially intelligent marketing” article here on MarTechToday (which may be a useful read for people with a strong interest in AI’s wider marketing applications).1. Contextual ads/in-image adsWhen Google AdSense or Google Display Network is embedded on a site, users will see a text or image ad that’s either (a) relevant to the text on that page, or (b) based …

Google reportedly looking at buying HTC’s phone unit, expands Android One program

HTC is the maker of Google’s successful Pixel smartphones. However, the Taiwanese company has been under intensifying financial pressure for a number of years, falling behind Samsung and other handset makers for Android market share.In August, HTC started to explore a sale of some or all of the business, according to Bloomberg. Today, DigiTimes is reporting that Google may invest in HTC or buy its handset business outright:HTC reportedly has entered the final stage of negotiation with Google for selling its smartphone business unit to the Internet service operator, according [to] a Chinese-language Commercial Times report.Google is currently considering options of either becoming a strategic partner or buying out HTC’s smartphone business, said the report, which added that the possible deal will not involve HTC’s Vive VR business or the entire company.This is especially interesting given that Google previously owned and then sold the Motorola handset business. The company initially li…