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Showing posts from September 21, 2017
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Messenger’s M assistant will suggest buying movie tickets through Fandango, sharing GIFs

Facebook’s Messenger is rolling out a few new ways for its in-app virtual assistant, M, to contribute to people’s conversations.M will now recognize when people are talking about going to see a movie and present a button to buy tickets through Fandango. It will also nudge people to share GIFs and offer quick-reply buttons that people can tap to send simple responses like “yes” or “no.” These features will begin to roll out on Thursday to people in the US, and people can disable these suggestions through Messenger’s in-app settings.Messenger’s M will suggest buying movie tickets through Fandango (left), sharing GIFs (center) and sending quick replies (right). Facebook Messenger has been adding opportunities for M to augment a conversation since introducing M Suggestions in April. The virtual assistant uses Facebook’s machine learning technology to parse what people are saying in a message thread and present relevant prompts, like sending a friend money using Messenger’s native payments …

Display advertising: 3 ways to improve your campaign targeting

As many marketers are well aware, click-through rates for display ads are typically less than impressive. But is that really a surprise? After all, what kind of results can one expect from placements like this?In all seriousness, though, getting the right people to click on your banner ads is a significant challenge.Now, don’t get me wrong, display advertising can be a great way to market your business, especially if you’re trying to build brand awareness. The trick is knowing how to use your analytics data to ensure that your ads are showing up in the right place at the right time.With that in mind, let’s take a look at three easy ways to improve the performance of your display ads. For the purposes of this article, I’m going to assume that you’re using Google AdWords and Google Analytics, but these principles apply to a variety of other platforms as well.1. Picking your placementsWhen it comes to display advertising, Google wants you to get impressions…lots and lots of impressions. …

Want to win more sales this holiday season? Don’t bet the farm on digital

There’s a critical error we tend to make in marketing for retail these days, particularly around the holidays: We have a tendency to put too many eggs in the digital basket. Brands and retailers make the mistake of focusing on driving online customers to online stores.You’ve experienced it: You shop for a pair of shoes or a new chair on some retailer’s site. For the next six to eight weeks, you’re retargeted with ads for the shoes or the chair, both of which will inevitably click through to a page where you can easily make a purchase (even if you’ve already made one).I’m not going to say this isn’t effective. We all know retargeting works. But we also know that the click-through rate (CTR) on any given display ad, no matter how well it’s targeted, is around 0.1-0.2 percent on a good day! Spending the majority of your time and effort on marketing for a 0.1 percent CTR doesn’t sound like the best use of either time, money or effort — especially when you’ve got actual merchandise to move…

Facebook will target ads to people based on store visits, offline purchases, calls to businesses

Facebook is making it easier for brands to retarget people with ads on Facebook based on how those people come into contact with a brand in the real world.Last month, I reported that Facebook was testing a way for advertisers to target ads to people who had visited their brick-and-mortar locations. Now, the social network is officially rolling out that option, along with the ability to retarget people based on other offline events that Facebook can track, such as in-store product purchases and calls to a business’s office or call center. Facebook is taking tools that it had previously introduced for brands to measure ad-driven offline events and applying them in reverse.The new offline-to-online retargeting options are being added to Facebook’s Custom Audiences ad-targeting portfolio, which originated as a way for businesses to take information they collect outside of Facebook and apply it to ads bought on Facebook. Initially, that meant advertisers could upload the email addresses of…

Pinterest’s interest-based ad-targeting options swell to more than 5,000

Pinterest is increasing the number of interest-based ad-targeting options offered to advertisers from roughly 400 to more than 5,000, thanks to the social network/search engine’s updated index of more than 100 billion pins.Pinterest’s expanded set of interest-targeting options will roll out over the next few weeks and be available through Pinterest Ads Manager and for campaigns purchased through the advertising API or direct sales team.Enhancing Pinterest’s ‘core data asset’Powering the expanded interest-based options is Pinterest’s Taste Graph, an index of more than 100 billion pins and corresponding metadata, such as the boards those pins have been saved to and the search terms people used before clicking on a pin.“The Taste Graph is Pinterest’s core data asset. It’s how we actually connect these 200 million people [who use Pinterest each month] with 100 billion-plus ideas on Pinterest by actually modeling how the world’s tastes and interests evolve over time,” said John Milinovich,…

Lytics becomes first customer data platform to add campaign coordination

The customer data platform (CDP), which is gaining a foothold as the central repository of all customer data, is now evolving.Last March, email automation provider Campaign Monitor bought the CDP Tagga, beginning the Vancouver-based company’s transformation into a CDP-centered marketing platform.Earlier this week, CDP Amperity emerged from its stealth phase, offering a muscular platform where a deterministic identity resolution across devices is a key feature, in addition to customer data collection and segmentation.And, this week, CDP Lytics announced Orchestrate, which it said is the first marketing campaign management tool from a customer data platform.[Read the full article on MarTech Today.]

via Marketing Land

How does Bing’s voice search compare to Google’s?

Google remains the dominant player in search marketing, but the industry is changing very rapidly and the old certainties may erode. Does voice search provide a platform for Microsoft to compete?A study earlier this year revealed that Microsoft’s speech recognition technology demonstrated only a 5.1 percent word error rate in Switchboard, a conversational speech recognition task. This shows impressive development and shows that Microsoft is more than competitive in this domain, but it is only part of the picture.Speech recognition and voice recognition are significantly different. The former extracts words and comprehends what is said; the latter also understand who said it. We could frame this as content and context.Context will be the defining factor in who becomes the dominant player in voice search, with an increasing amount of internet-enabled devices providing the opportunity for a seamless, conversational experience.No doubt, search is at the very heart of this battle.Bing has …

Facebook will add ‘more human review’ of ad-targeting options

On Wednesday, Facebook COO Sheryl Sandberg outlined steps the company is taking to address its latest ad-targeting controversy.Last week, ProPublica revealed that Facebook’s ad-targeting options included the ability to target ads to people who had listed “Jew hater” as their field of study and “NaziParty” as their employer. In response, Facebook removed four ad-targeting fields populated by an algorithm based on information people entered into their Facebook profiles. Education, employment, field of study and job title targeting were disabled for new campaigns.Now, the company is instituting “more manual review of new ad targeting options to help prevent offensive terms from appearing,” according to a Facebook post by Sandberg (embedded below). The company has also re-enabled some of the ad-targeting options that are based on self-reported user data.“After manually reviewing existing targeting options, we are reinstating the roughly 5,000 most commonly used targeting terms – such as ‘…

Marketing Day: Mobile wallets, Microsoft joins Coalition for Better Ads & Snapchat Creative Partners

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:An integrated approach: From SEO to PPC and beyond
Sep 20, 2017 by Chris Liversidge
Columnist Chris Liversidge shares highlights and insights from two industry events where integrated search marketing was a hot topic this year.Successful brands aren’t focusing on what’s now — they’re focusing on what’s next
Sep 20, 2017 by Mike Sands
Don’t wait to react to consumers’ quickly changing tastes. If you want to stay competitive, columnist Mike Sands explains, you need to use your customer data to anticipate what they may desire next.Why marketing convergence is non-negotiable in a post-mobile world
Sep 20, 2017 by Jim Yu
In the age of the increasingly fragmented customer experience, how do marketers compete for attention? Columnist Jim Yu believes the convergence of content and search is key.Thinking about an SEO platform? We compare 13 leading vend…

An integrated approach: From SEO to PPC and beyond

For most businesses, the summer season means a slow-down in industry events — but for digital marketers, there is no rest! My company was out in force at both The Turing Festival and BrightonSEO this year, both of which represent fantastic forums for knowledge-sharing and networking.Reflecting on what were hugely insightful conferences, I’d like to run over themes that stood out to me — and how digital marketers can put insights drawn from them into practice.Attendees of both conferences were spoiled for choice: Speakers from the world’s largest and most inspiring companies, including Google, Moz and Skyscanner, headlined stages. Members of our paid search team were particularly wowed by the session delivered by Wil Reynolds, the founder of Seer Interactive.Breaking down silosWil Reynolds’s background commanded the audience’s attention from the get-go with a story that is still relatively unusual in the marketing world. Originally an SEO expert who turned to PPC, Reynolds suggested th…

Successful brands aren’t focusing on what’s now — they’re focusing on what’s next

They made me do it.I didn’t even try to resist. It’s almost as if they knew I would go for it — even though it would totally disrupt the lives of my family.So, yeah, I booked a completely random last-minute family getaway on Airbnb, adding on teen-friendly excursions through its Trips service. (And, if my children get bored, they always have Netflix and Spotify, of course.) Me, I’ll keep on top of things at a nearby WeWork space. No need to rent a car — Lyft will take care of our driving needs. Blue Apron can feed us.This may have seemed impulsive a few years back. But today, it’s a common reflex. The explosive growth of newer, smaller, innovative companies that improve the way we live our lives has forever changed consumer behavior. Not to mention the marketplace: In 2015, 90 percent of the top 100 US consumer brands lost market share due to disruptive new brands, with 62 percent of incumbents experiencing falling sales.Yet the reason these forward-thinking startups are killing it is…

Why marketing convergence is non-negotiable in a post-mobile world

Nearly half a century ago, Motorola released the first handheld mobile phone. It was a bulky predecessor to today’s sleek 4-ounce touchscreens.A game of pong on such a device was inconceivable, let alone access to the world wide web (which didn’t even exist at that time). It wasn’t until 27 years later that the first mobile ad, an SMS text, would introduce a world where people’s lives were divided into a series of micro-moments as brands set forth their influence in the mobile world.Fast-forward to 2017. Boundaries between the physical and digital realms have blurred to the point that, for many of us, there is little if any distinction between the two at all.The undeniable ubiquity of mobile devices — with Ericsson estimating there will be at least 6.8 billion smartphone users, or the majority of the world population, by 2022 — has created a perpetually connected society for which there is little need to differentiate between life online and offline.But mobile is old news. Artificial …