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Showing posts from September 19, 2017
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Pinterest opens self-serve version of Pin Collective branded-content program

rvlsoft / Shutterstock.com Pinterest is helping smaller advertisers develop creative for its platform by launching a self-serve interface allowing them to find creatives to produce branded content for Promoted Pin campaigns. Once that Pinterest-identified influencer is hired by the brand and the content is produced, it can be used as advertising creative on the social network/visual search engine.The self-serve platform is the programmatic version of the Pin Collective program that Pinterest introduced in October 2016. As part of that program, Pinterest’s sales team plays matchmaker between brands and creators. But now, brands can opt to make their own matches and the program is available to smaller advertisers who don’t spend enough to qualify for a dedicated sales representative.The democratization of the Pin Collective offering has come through Pinterest’s deal with Popular Pays, which operates an online marketplace for brands and creators. Brands interested in using the platform ca…

5 futuristic advertising channels and the first rule of advertising dynamics

The average American sees several hundred ads a day (PDF) as they peruse the internet, watch TV or consume other ad-supported media.Surprisingly, this number has remained fairly constant since the end of World War II. We may see ads in different places today than we did years ago, but the number of ads isn’t substantially larger.Advertisers have traditionally been laggards when moving dollars from declining to emerging marketing channels, as Mary Meeker has shown time and time again:This presents an opportunity for savvy advertisers: By shifting budget to growing channels before the crowds, a smart advertiser can capitalize on high inventory and low competition — an arbitrage play.In the past, I’ve written about the arc of internet marketing channel adoption. The arc has three stages:No one cares; no one spends any money.Everyone cares (e.g., keynote speeches at marketing conferences!); no one spends any money.No one cares; everyone spends money.Getting in on a channel in stage one or…

IAB sets up Blockchain Working Group for advertising

Blockchain, which is auditioning for as many future jobs as possible, is now closer to being accepted in the advertising community, following this week’s announcement that the Interactive Advertising Bureau (IAB) Tech Lab is setting up a Blockchain Working Group.Richard Bush, IAB co-chair and CTO of blockchain-based media contract exchange NYIAX, told me he believed “this is the first major standards-making body for blockchain in the media world.”Blockchain, originally known as the technology underpinning bitcoins, is now exploding in a variety of directions that seek to take advantage of its purported features as a highly secure, highly transparent, distributed online ledger.[Read the full article on MarTech Today.]

via Marketing Land

Janrain launches centralized data access control

Janrain makes its living by offering social sign-ons, so that members of Facebook, Twitter and other social networks can quickly employ the same log-ons for the sites and apps of about 2,100 brands.In June, the company added a centralized way of managing user consent, called Consent Lifecycle Management. It offered one of the first ready-to-employ solutions to the upcoming user consent requirements of the General Data Protection Regulation (GDPR), which goes into effect in May.Now, the Portland, Oregon-based firm has released its Advanced Policy Manager (APM), developed with data access and governance provider Symphonic Software.It allows brands to control access to data from one centralized cloud-based location. Janrain Director of Product Marketing Sven Dummer told me that his company is the first “to offer a complete cloud-based standardization of access control across all apps and sites.” He noted that it works with other sign-on solutions, in addition to Janrain’s.[Read the full …

5 tips to create a data-driven content marketing strategy

Content marketing has become the secret weapon in a successful marketing strategy, with brands using different types of content to add value and grab their audience’s attention.It has become more important than ever to market with intent, using content and SEO to raise awareness, engage and convert.Conversion, in particular, is one of the biggest challenges for content marketing, but according to Curata, 74% of companies believe that their content marketing strategy helps them increase the quality and quantity of their leads.The rise of IoT and our constant connectivity to the online world through smartphones, wearables and social media have brought a wealth of new data. This serves as a great opportunity for marketers to understand what a modern consumer wants and how to include these findings in a content marketing strategy.Content marketing cannot be successful without data, as marketers risk guessing, rather than actually knowing, the habits of their target audience.A data-driven …

8 major Google algorithm updates, explained

Almost every day, Google introduces changes to its ranking algorithm. Some are tiny tweaks; others seriously shake up the SERPs. This cheat sheet will help you make sense of the most important algo changes and penalties rolled out in the recent years, with a brief overview and SEO advice on each. Read on or get the cheat sheet in a free PDF.But before we start, let’s do something fun. What if you could see which of the updates impacted your organic traffic, and in what way? Surprise surprise, you can, with a tool called Rank Tracker. All you need to do is launch Rank Tracker and create a project for your site. Then, click the Update Traffic button in Rank Tracker’s top menu, and enter your Google Analytics credentials to sync your account with the tool. In the lower part of your Rank Tracker dashboard, switch to Organic Traffic:Did any of your traffic changes correlate with Google’s updates? Let’s find out what each of the updates was about and how to adjust.1. PandaLaunch date: Febru…

Marketing Day: AdWords competitive analysis, micro-moments & Facebook ad targeting 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:Competitive analysis: Making your auction insights work for you
Sep 18, 2017 by Amy Bishop
Columnist Amy Bishop shares tips for identifying actionable takeaways from your AdWords auction insights data. Are you ready to evolve beyond marketing automation in the next era of B2B marketing?
Sep 18, 2017 by Scott Vaughan
Columnist Scott Vaughan says marketing automation’s “teenage years” are resulting in some soul-searching for B2B marketers and the leading marketing automation providers. 2017 Email Marketing Industry Report: What’s driving today’s marketers?
Sep 18, 2017 by Digital Marketing Depot
As marketers, we navigate an ever-changing landscape of channels, trends and strategies to be successful — and email marketing is at the center of it all. Emma surveyed 200 marketers and interviewed over 25 industry leaders to learn what makes today’s mar…

Facebook will block advertisers from changing link previews, but hasn’t yet

Fotos593 / Shutterstock.com In another effort to stem the spread of disinformation on its social network, Facebook is cracking down on businesses’ ability to alter the headlines and descriptions previewing links attached to their ads.In April, Facebook announced that it would bar people and Pages from changing organic posts’ link previews. The company later described the move as “eliminating a channel that has been abused to post false news”. While Facebook has worked to remove the option for organic posts, it has remained available to advertisers. That’s soon to change.Facebook will no longer allow advertisers to change the preview text for links in ads, the company announced last week, after The Wall Street Journal documented how brands had used the option to make news articles that mention a brand appear to be more promotional in nature. However, Facebook has not yet enacted the change.Advertisers using Facebook’s self-serve ad-buying tool, Ads Manager, are still able to replace the…

Competitive analysis: Making your auction insights work for you

Oh, the auction insights report. You want to love it because it comes straight from AdWords, while most other competitive data comes with a grain (or maybe a pillar) of salt. Yet, while the information in this report is all nice to know, it might not seem to be immediately useful.Don’t throw in the towel too soon, though — with auction insights, there’s more than meets the eye.  Let’s talk about how to put the data to work.Who has the majority of the impression share?This is, of course, the most obvious use of the report. Who seems to be dominating impression share?  You can look at this a few ways:Who is dominating impression share across all of your campaigns?Who is competing for impression share for each campaign? What about your top-performing, or worse-performing, ad groups?Who is vying for impression share on your top-performing keywords?You can garner a few things from this report at a pretty high level. For one, who are you really up against? Along with your competitors, you’l…

Are you ready to evolve beyond marketing automation in the next era of B2B marketing?

Marketing automation is a gangly teenager going through its awkward phase. At the same time, C-suite and customer expectations of marketing’s contribution to the business are changing, shaking up the world of B2B marketing.Our strategies no longer focus solely on inbound marketing and generating (qualified) leads. Today, it’s about targeting the right accounts (new and existing), delivering a personalized customer experience (beyond just your website and social presence), generating multiple streams of revenue and driving lifetime value.With these shifts, B2B organizations and marketing automation (MA) providers are re-examining MA’s role, purpose and potential. And that’s a very good thing.As you make investments that drive your company’s revenue and customer success, it’s important to understand what’s churning beneath the water and what these shifts mean for both your business and career. Here are key trends to follow as you plot your company strategy, build out your martech stack …