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Showing posts from September 12, 2017
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Facebook will stop displaying Instant Articles within Messenger

Fourteen months after Facebook’s Messenger added support for its parent company’s proprietary article format, Messenger will no longer display the Instant Article version of a link when opened within the messaging app. The news was reported earlier today by TechCrunch and confirmed by a Facebook spokesperson.“As we continue to refine and improve Instant Articles — and in order to have the greatest impact on people and publishers — we’re focusing our investment in Instant Articles in the Facebook core app and are no longer offering Instant Articles in Messenger. We believe that Messenger is an exciting channel for new and interesting news consumption experiences, including the opportunity to build unique messaging experiences in Messenger that many publishers have executed successfully via the Messenger Platform,” said the Facebook spokesperson in an emailed statement.Messenger’s move to end support of Instant Articles appears to be the latest setback for Facebook’s proprietary article…

Resulticks’ marketing platform now offers a new channel: Voice agent

Within three years, according to research firm Gartner, voice agents will handle about a third of all web browsing.To handle that major new channel, marketing automation platform Resulticks has launched what it says is the first integration of voice assistants into a customer life cycle platform.Based in Singapore, with offices in the US and elsewhere, Resulticks offers a platform for managing communications with customers in such channels as email, SMS, social media, mobile apps, near field communication, QR codes, sentiment analysis, beacons and notifications to websites.Through integrations with Amazon Alexa, Google Home, Microsoft Cortana — and eventually Apple Siri — the platform is adding its understanding of customer profiles and brands’ marketing goals to voice interaction.[Read the full article on MarTech Today.]

via Marketing Land

Companies must pay more attention to how they manage their martech stacks, says Allocadia’s marketing VP

Next month, Allocadia’s VP of marketing, Sam Melnick, and GE Digital’s VP of marketing operations, Neenu Sharma, will take the stage at the MarTech Conference in Boston. The two will cover how GE Digital uses Allocadia’s marketing management platform to to manage marketing budgets and set up a standard taxonomy across its marketing organization so that everyone is speaking the same language.According to Melnick, he has been managing the business of marketing for the majority of his career — working with everyone from multibillion-dollar companies to SMBs. As VP of marketing for Allocadia, he leads a team that helps organizations like GE Digital, Red Hat, Box and National Instruments gain insight into where their marketing investment is being spent and helps make sure it aligns with the company’s overall marketing objectives.“This allows teams to put their energy, dollars and activity into areas that will support the business,” says Melnick, “We then tie the results of those efforts b…

Google Display Network: An optimization and fraud-avoidance guide

I recently finished a campaign audit for a client who spent tens of thousands of dollars advertising on the Google Display Network (GDN). The campaign ran for a couple of months and generated a significant number of impression and clicks. It even generated over 150 conversions!However, virtually all of those conversions were bogus.Disappointed, this advertiser brought me on to investigate. During the campaign audit, I found that a large portion of the budget was spent on either non-transparent (anonymous) or low-quality placements, which I believe were a result of click fraud, given the cost-per-click (CPC) pricing model used for the campaigns. I also believe that the fraudulent conversions resulting from these campaigns were related to these low-quality placements.It’s important to note that this campaign was only using audience-targeting tactics, meaning it targeted a specific group of people — in this case, those who had an affinity for the advertiser’s product category — no matter…

Here’s your preview of what to expect next month at SMX East

Attending SMX is a bucket list item for many search marketers. Join us October 24-26 in New York City for three days of learning, 50+ sessions, 80+ dynamic and expert speakers, keynotes, exceptional networking and more. If you’re involved in SEO, SEM, social media marketing or other customer-facing activities, this is the conference for you (and your company)!Constant change, constant challenge, constant opportunitiesTo borrow a famous marketing slogan, “The hits just keep on coming.” But for online marketers, this catchphrase has multiple meanings. On the one hand, we’re seeing virtually continuous change and innovation: It’s a great era for marketers, because the hits just keep on coming.But professional marketers share a lot in common with professional athletes, especially in sports like football and hockey, where… the hits just keep on coming. And taking those hits, surviving and continuing to play at the top of your game requires stamina, persistence and a willingness to continua…

What is Google Stamp and what will it mean for marketers?

Google is set to launch a competitor to Snapchat Discover, known as Google Stamp. This new product will bring with it a host of opportunities for publishers and advertisers alike, but it brings with it some challenges too.What do marketers need to know about this new service, and how successful will it be?Early in August, news leaked via the Wall Street Journal that Google has been preparing a direct rival to one of Snapchat’s most popular and profitable features, Discover. This new product will be integrated with Google’s core services, and will be known as Google Stamp.The name Stamp is a portmanteau created by uniting the abbreviation ‘St’ from the word ‘stories’ and the acronym AMP, from the Google-led Accelerated Mobile Pages initiative.  That quite succinctly sums up the purpose of Stamp: it will be a publishing platform that allow brands to tell stories in a new fashion, optimized for mobile.It seems that after a reported bid of $30 billion dollars to buy Snapchat was rejected …

Amazon ‘1-Click’ patent expires today, get ready for faster web-wide checkout

Amazon’s 1-Click “business method” patent expires today. What that means is that anyone will soon be able to duplicate its functionality on any e-commerce site and across the internet.Issued originally in 1997, the patent was the subject of controversy and litigation at the time. Here’s Amazon’s basic description of how 1-Click works:When you place your first order and enter a payment method and shipping address, 1-Click ordering is automatically enabled. When you click Buy now with 1-Click on any product page, your order will be automatically charged to the payment method and shipped to the address associated with your 1-Click settings.While it was certainly novel in 1997, many legal experts now believe that the patent shouldn’t ever have been issued. But if you read the patent, it seems more credible than the current consensus suggests. It sounds like a legitimate innovation (that’s what patent attorneys get paid for).Today, Google, Facebook, Apple (which licensed 1-Click) or anyone…

How to create the perfect 404 page

Optimizing your 404 page is unlikely to top your list in terms of digital marketing priorities. However, it’s not something you should overlook or try to rush – especially if your site is frequently changing URLs.404s (…or four zero fours if you’re in the military) are just another marketing tool – if made correctly.What is a 404Impact of 404s on SEOWhat are Soft 404sHelping your userReporting 404s in Google AnalyticsMaking it fun!What is a 404?A 404 is the response code that should be provided by your web server when a user attempts to access a URL that no longer exists/never existed or has been moved without any form of redirection. At a HTTP level the code is also followed by the reason phrase of ‘Not Found’.It’s important to realize that DNS errors are a totally different kettle of fish and occur when the domain has not been registered or where DNS has been misconfigured. There is no web server to provide a response – see below:If you’re looking to pass time or have a penchant for…

4 domain name registration myths debunked

The internet is generally the first place people look for information on just about everything. That’s why when you register a domain name, or several, it’s an important step for making sure businesses can be found — even without a website.To help eliminate some of the most frequently encountered misconceptions about domain name registration, we’ve addressed a few popular myths:Myth #1: Domain name registration is difficultThere are tons of great domain names available for registration, and it can take as little as five minutes to register one at any domain name retailer. These online stores make it easy to search for available domain names with name suggestion tools. They also offer complementary services, such as web hosting and website design so you can register a domain name and set up a website all at once.Myth #2: I only need a domain name if I have a websiteA domain name can be used for a variety of purposes. Many people who are not ready for a website simply register the domai…

Facebook updates its shoppable Collection ads to mirror print catalogs

Facebook is updating the shoppable Collection ad format introduced in March to combine the look of a print catalog with the interactivity of a digital ad.On Monday, Facebook announced a new option for its full-screen, mobile-only Collection ads called “lifestyle templates.” Brands can use the updated format to refashion their ads from a typical product gallery into more of a showcase that can link to a brand’s e-commerce site and include a map of its nearby brick-and-mortar store.While Facebook is only testing the new ad template with roughly a dozen brands such as J. Crew and West Elm, the company plans to make the ad format available globally in October. And it’s not the only move Facebook is making to earn a spot atop marketers’ lists heading into the holiday shopping season. Facebook has also been testing a way for brands to target ads to people who have visited their brick-and-mortar locations.If the original Collection aesthetic mirrored the product listing grids on an e-commerc…

Marketing Day: E-commerce SEO mistakes, Facebook tests new ad format & interactive native content

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:Don’t follow the leader: Avoid these 5 common e-commerce SEO mistakes
Sep 11, 2017 by Brian Weiss
We often look to industry leaders for inspiration, but columnist Brian Weiss notes that big e-commerce players are often making critical SEO mistakes that should not be emulated.Facebook tests a new ad format that puts it further ahead of its competitors
Sep 11, 2017 by Wesley Young
Studies show Facebook ads are competitive with search and outperform other social media. Wesley Young looks at what makes Facebook effective and provides four takeaways for planning your ad campaigns.How to market your brand using interactive native content, Part 6
Sep 11, 2017 by Jane Loring
In the final part of this series, contributor Jane Loring advises brands on how to harness the power of interactive native content to improve customer retention.At IAB’s Podcast Up…

Don’t follow the leader: Avoid these 5 common e-commerce SEO mistakes

Competitive research is an important part of any SEO program — after all, it’s a zero-sum game that we’re playing. However, there is often a tendency for companies to become fixated on what dominant competitors in the marketplace are doing. The assumption is that because they’re getting the most SEO traffic, they must be doing things right.In many industries, it is true that the high SEO traffic sites really are doing an exceptional job. But in the world of e-commerce, this is often not the case. Many of the highest traffic e-commerce sites are doing things that are objectively bad for SEO. It turns out that a strong backlink profile and other prominent brand signals can make up for an awful lot of mistakes.Getting things right for enterprise e-commerce SEO can be really challenging. You often have to merge very different sources of product data into a single system and make everything work. There are more pages than you could ever curate manually. And in most cases, SEO is not the la…