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Showing posts from September 15, 2017
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Samsung’s 6-second video spot ranks #1 on YouTube’s first bumper ad leaderboard

For the first time ever, YouTube has released a leaderboard ranking the top 20 most popular six-second bumper ads for the year.At the top of the list was a spot for Samsung’s Galaxy 8. Other US brands to make the list included Duracell, Sleep Number Mattress Company, Nike and IHOP.“We’ve found YouTube to be a great platform for experimenting with different formats and content,” says IHOP’s executive director of marketing, Darrin Kellaris, in a YouTube announcement covering the new leaderboard. “By leveraging some of Google’s latest tools and metrics, we’re able to quickly gain valuable insights on what’s working and adjust our approach as needed.”According to YouTube’s announcement, the bumper ad rankings are a special edition of its ad leaderboard series. The rankings are based on both YouTube’s internal global data from April to July 2017 and a global Ipsos Creative Rating Survey. YouTube says the rankings were determined by an algorithm that factored in organic views, click-throug…

IAB Tech Lab’s new draft OpenRTB 3.0 is designed for the future of advertising

This week, the Interactive Advertising Bureau (IAB) Technology Lab released for comments a new draft of its OpenRTB framework that is designed to potentially handle entirely new forms of online buying and selling.The Lab describes version 3.0 as “a major [over]haul of the real-time bidding framework,” noting that it improves security in the ad supply chain and provides more transparency for the bidding process.Rakuten Marketing CTO Neal Richter, who serves as co-chair of the Tech Lab’s OpenRTB Working Group, told me that the protocol is evolving to handle new kinds of programmatic buying and selling, such as header bidding, content sales, product recommendations, connected TV, or perhaps even products.The question that 3.0 is intended to answer, he said, is: “How generic can we make this?” In other words, the goal is to revise the protocol so it can “handle anything that’s for sale electronically in real time,” although the emphasis for now is media.[Read the full article on MarTech T…

Amperity emerges from stealth with a muscular CDP

The Customer Data Platform (CDP) is steadily gaining traction as a way to centralize all customer data into a “gold master,” with other customer databases — such as customer relationship management systems (CRMs) — acting as another data source or a data destination.Hoping to raise CDPs up a notch or two, a new one is launching this week into general release after a 17-month stealth period. Called Amperity and offered as the first product from a Seattle-based company of the same name, it is touting itself as a kind of CDP on steroids.CEO Kabir Shahani told me that other CDPs are “evolved from CRM, tag management, or DMPs [data management platforms],” while his is evolved “more from MDM” or master data management, and is thus designed for industrial-strength data management.[Read the full article on MarTech Today.]

via Marketing Land

Are you making a mistake by focusing solely on new customers?

Most business owners are focused on acquiring new customers, and due to this, our content strategies often target new prospects. What about the customers we already have? Should they be part of the equation? Definitely.A new customer is great — it’s an opportunity to expand your overall customer base, and hopefully, grow your revenue. However, your current customers probably drive a bigger portion of revenue than new ones.Customer retention represents a big opportunityResearch shows the benefits of focusing on customer retention in addition to customer acquisition:Increasing retention rates by 5 percent can increase profits by up to 95 percent, according to a study published in the Harvard Business Review.Acquiring new customers is far more expensive than retaining an existing one.Customers who are highly engaged with a brand make 90 percent (PDF) more frequent purchases and spend 60 percent more for each transaction, Rosetta Consulting found.Customer retention also allows you to budg…

What the FTC’s latest endorsement disclosure actions mean for marketers

Last week, the Federal Trade Commission (FTC) made a number of moves that paint a somewhat clearer picture of the regulatory body’s stance on influencers’ branded-content disclosures and the tools provided by Facebook, Instagram and YouTube to standardize those disclosures.[Read the full article on MarTech Today.]

via Marketing Land

Digital ad industry groups rail against Apple’s new cookie-blocking solution in Safari 11

In a fiery response, the major digital marketing trade organizations are speaking out against Apple’s plan to update the way it plans to treat third-party cookies in Safari 11.In an open letter expected to be released Thursday afternoon, the American Association of Advertising Agencies (4A’s), American Advertising Federation (AAF), Association of National Advertisers (ANA), Data & Marketing Association (DMA), Interactive Advertising Bureau (IAB) and Network Advertising Initiative (NAI) called on Apple to “rethink its plan to impose its own cookie standards and risk disrupting the valuable digital advertising ecosystem that funds much of today’s digital content and services.”Apple’s Intelligent Tracking Prevention solution uses machine learning to determine if a third-party cookie can track users as they browse the web and follow them with retargeted ads. “Many users feel that trust is broken when they are being tracked and privacy-sensitive data about their web activity is acquire…

Should I move my WordPress website to HTTPS?

Whether you’re a website owner or a website visitor, everyone wants a fast loading website which can carry out sensitive exchanges of information securely.In 2014, Google announced that it was beginning to use HTTPS as a ranking signal, signalling an increased emphasis on secure connections from the world’s biggest search engine.Then, last month, the news came that Google’s Chrome browser will begin displaying a “Not Secure” warning message for unencrypted webpages. This message will be displayed in the address bar of websites not running the HTTPS protocol. Imagine a situation where your visitors withdraw from your website after seeing this warning message.Google does check whether your site uses HTTP or HTTPS protocol. It might not be a crucial factor if you are not very serious about your website. However, if you are an online business, this is not something to overlook – website visitors demand secure connections to the websites they are interacting with.If you aren’t too familiar…

Ringr: Record Podcast Interview With Your Remote Guest Using Your Smartphone

The impact of an audio podcast is well-known to those who are into podcasting.I myself have seen how much of an impact podcasting can have on my own life from the podcasts that I listen to regularly.Podcasts are a great way to build a brand, build a following, and make money online. The best thing about podcasts is that you can start one up and launch it for free. To make it more impactful, you can also have guests who can ultimately add more value to your content.If you’re making podcasts that are giving out a lot of valuable information, it may be a good idea to either work with a co-host or add in a couple of interviews. with some remote-based guestsIn the month of July 2017, ShoutMeLoud decided to start a new podcast series that required me to have another host.The first challenge I faced was which tool I should use for recording. When you are recording a solo podcast, it’s easy to get started. You can use any good podcasting mic and fire up the free Audacity app on your system. Y…

Marketing Day: SEO content audits, YouTube ad tips & The Media Trust’s ‘first vendor network’

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:Personalization 2.0: Transform your marketing from segmentation to intent-driven personalization
Sep 14, 2017 by Digital Marketing Depot
Consumer expectations about the digital shopping experience have never been higher. Today, consumers expect relevant, personalized content and offers that cater to their needs in any given moment. But what does it mean to personalize your marketing? Many marketers mistakenly think that personalization means segmentation. How to conduct an SEO content audit
Sep 14, 2017 by Thomas Stern
Columnist Thomas Stern shows how a content audit, when done right, can help you assess whether your content is relevant not only to your brand goals and SEO objectives, but also to the customer’s needs.A search marketer’s view of Facebook’s advertising platform
Sep 14, 2017 by Ted Ives
Search marketers, have you considered expand…

Personalization 2.0: Transform your marketing from segmentation to intent-driven personalization

Consumer expectations about the digital shopping experience have never been higher. Today, consumers expect relevant, personalized content and offers that cater to their needs in any given moment.But what does it mean to personalize your marketing? Many marketers mistakenly think that personalization means segmentation. But personalization based on segmentation often provides the wrong experience to many customers.On September 26, join our speaker, Brendan Witcher, Forrester’s principal analyst for digital business strategy, as he shares five market imperatives to help you more effectively use digital marketing to deliver personalized content across every screen and channel. You’ll also hear practical examples of the ways enterprises are applying personalization across the customer journey.Register today for “Personalization 2.0: How to transform your marketing from segmentation to intent-driven personalization,” produced by Digital Marketing Depot and sponsored by [24]7.

via Marketin…

How to conduct an SEO content audit

Google has thrown a ton of changes at marketers over the last few years. From major algorithm updates to voice search, all of these changes follow Google’s ultimate goal of creating the best search experience for its users.The upshot is that it’s not enough to develop and optimize website content for just search engines anymore. As better language processing has become a major focus for improving search results, your brand’s site content is no longer speaking to search engines alone, but to actual people.To appeal to both people and search engines, brands must evaluate their site content through an audit process to discover what may (or may not) be working and determine where to improve. A website content audit is the cornerstone of your entire content strategy.When done right, a content audit helps to determine whether your website content is relevant to not only your brand goals and marketing objectives, but also to the customer’s needs. Audits can identify problems with accuracy, c…

A search marketer’s view of Facebook’s advertising platform

I’ve been doing some work recently for a non-profit working on hurricane relief in Texas, TeamRubiconUSA. I consider myself mostly a paid search guy, but amidst a pretty chaotic week, I’ve found myself helping out running paid social campaigns on a variety of platforms, including Facebook Ads. As the old saying goes, “When the enemy comes over the hill, even the cook picks up a rifle.”This has been a golden opportunity to take some notes from the perspective of a paid search guy who’s been thrown into the world of paid social. If the Facebook Ads team is listening, here are some thoughts about various annoyances — all of which, if solved, would translate directly to more rapid campaign creation, not to mention money spent by Facebook advertisers.So, with no further ado, here are my initial reactions to being immersed in the various Facebook Ads interfaces.Cloning posts, for separate tracking purposes, is quite tediousYou really can’t easily clone an existing organic post and use the c…

SurveyMonkey SVP says her drive to tell stories is the reason she went into marketing

After a yearlong rebrand endeavor, SurveyMonkey launched its “Power the Curious” campaign in mid-July — an effort aimed at taking the survey-platform to a new level.“We wanted to set a playbook for business change, define our next stride, and identify that magnetic characteristic that galvanizes people around a common mission,” says SurveyMonkey SVP of Marketing Communications Bennett Porter. “We found out that SurveyMonkey means much more than research results: People were using our tool to unleash creative thinking and move beyond the assumptions that often get in the way of innovation.”Porter says this “aha” moment was a revelation for the organization that resulted in a complete overhaul of its brand.“We made visual changes to the brand to materialize and capture the essence of curiosity. A rebrand isn’t just redesigning a logo, developing a new messaging platform or ad campaign. It’s leveraging the opportunity to revisit our products, processes, and procedures.”According to Port…

Martech enablement series: Part 6 — Building the car

Welcome to Part 6 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the previous sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference:Part 1: What is Martech Enablement?Part 2: The Race Team AnalogyPart 3: The Team MembersPart 4: Building the TeamPart 5: The Team StrategyIn the previous parts, we looked at how your martech team is a parallel to an automobile race team. So far, we’ve dug into how a race team constructs their team and then builds a strategy for winning their individual races and the overall race series. We’ve compared how these practices are similar to a successful approach to constructing and strategizing for a martech team, identifying this as the “martech enablement” process.As we continue with this guide in the next two parts, we’ll discuss the “car” of the race team an…

Stop wasting your marketing efforts: The 3 prongs to inbox placement

Marketers spend a ton of effort creating the perfect message. Focusing on the right need or benefit with the precise tone is key to being heard.Content, personalization and timing are a critical part of marketing automation success. But if the email ends up in the junk folder, there’s no opportunity for engagement. Like the tree that crashes in the woods when nobody is around, well thought-out messages are ignored when they never make it to the inbox.Your sending reputation (e.g., how authentic you are) determines whether or not your message is positioned to be seen. Authenticity is based on an algorithm that includes criteria like signing, email volume, complaint rates, spam trap hits, blacklist listings, bounce rates and email engagement (opens, clicks).The better the authenticity of your emails, the more reliable the inbox placement. Achieving maximum authenticity is based on three prongs: technical setup, list management and marketing strategy.Technical setupTechnical setup includ…