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Showing posts from September 22, 2017
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Make user-generated content your brand’s secret weapon

Your customers’ own words are more important to your brand than any marketing tagline you can write. More than 90 percent of consumers say they trust recommendations from others — even people they don’t know — over branded content!Join Marty Weintraub, founder of aimClear, and Janelle Johnson, VP of demand generation at BirdEye, as they show you how to proactively leverage customer reviews, ratings and social media comments. They’ll share best practices for using positive reviews, as well as how to turn negative user-generated content (UGC) into brand-building opportunities.Attend this webinar and learn:tips to capture authentic customer feedback in near-real time.techniques to effectively share customer feedback on social channels and websites.proactive steps to use UGC to sell your products and services.Register today for “Make UGC Your Brand’s Secret Weapon,” produced by Digital Marketing Depot and sponsored by Birdeye.

via Marketing Land

Social media ad fatigue: How to combat it without spending all day making new creatives

Every time we step outside our front door, switch on the television or look at our phones, we’re bombarded by advertising — so much so that many people are sick of it. Last year, downloads of ad blockers increased by 30 percent, thanks to people striving to create a content-only environment for themselves online. (Perhaps they’ve never heard that phrase about a free lunch.)But when it comes to paid social, ad blockers have significantly less impact. Facebook and others continue to find workarounds that allow their revenue-driving ads to keep being served to users. Scores of advertisers are using paid social at present, and the clicks on those ads are what generate revenue for social platforms.But when you’re competing with a jaded audience and so many other advertisers, how do you stop people from getting sick of your ads? Ad fatigue, as it’s commonly known, is when your audience has seen your ads multiple times and starts to ignore them. But more importantly, it could be the death of…

Programmatic TV is the future: Here’s how to capitalize on the opportunity

The tide is turning: traditional TV advertising is slowing down, programmatic TV is rapidly expanding, and tech platforms and broadcasters are in frantic competition to claim this new, highly desirable market.All TV will eventually be bought programmaticallyFive percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer. Though modest-sounding, that’s an extremely rapid expansion from $640 million in 2016 to the $3.8 billion it is expected to become.Research by PWC predicts that programmatic TV will represent approximately a third of global TV ad revenue by 2021, whereas a study by Videology states the consensus among industry experts to be closer to more than half by that date.Regardless of exactly when, it seems inevitable that all TV inventory will eventually be purchased programmatically. And, considering the example of programmatic display’s incredibly rapid growth, we should expect this to happen sooner rather than later.What is ‘progra…

5 ways to write better email subject lines this holiday season

With kids back in school, email marketing campaigns have moved away from end-of-summer deals and backpack wish lists and switched over to the holidays. The holiday season seems to get earlier every year, so it’s important for email marketers to get a head start on what is going to resonate with consumers.During the last holiday season, my employer tracked almost 8 billion emails and found that brands sent 14.5 percent (registration required) more emails to subscribers during the 2016 holiday season compared with the previous quarter, cluttering their inboxes more than ever. Yet holiday-themed emails generated a 14.6 percent lower open rate than business-as-usual (BAU) emails.For email marketers to stand out in consumers’ inboxes — and stay ahead of the holiday-themed aisles in stores — they should focus on improving their email subject lines and zeroing in on what resonates with existing and potential customers.Engaging subject lines increase opens at the top of the funnel to drive c…

The Trade Desk integrates connected TV buying and measurement directly into its platform

In response to the increasing inventory supply available to advertisers through connected TV (CTV) as more consumers become “cord-cutters,” The Trade Desk is rolling its connected TV-buying capabilities directly into the demand-side platform. The update means buyers can use first- and third-party audience data for targeting and measure video ad buys across screens — mobile, desktop and TV — using both digital and traditional TV metrics.The demand-side platform (DSP) also enables advertisers to retarget addressable connected TV ad viewers across other devices programmatically.The Trade Desk has offered connected TV buying services for some time, but deals were executed in a one-to-one framework. “It had been in a silo deal-based environment,” said Tim Sims, SVP of inventory partnerships at The Trade Desk, in a phone interview. “Now Connected TV is fully integrated into the platform to help advertisers understand their audiences across all screens. Advertisers are able to activate first…

How to use demand generation channels to effectively expand your reach

As Q4 approaches, it’s crucial that you plan to capitalize on all the traffic that comes with it.We all know how effective search is, but it’s also limited to those already in the hunt for what you’re offering.To continue to scale, you need to effectively get in front of audiences that aren’t yet interested – but could be! – in your service/product. That’s where demand generation comes in, and marketers have more (and better) options for demand generation than ever.As we head full-steam into Q4, here’s a list of demand generation channels, considerations of when to make use of them to expand your reach, and best practices we’ve honed across clients of all budgets.Google Display NetworkOnce rather maligned, the GDN provides a number of targeting options that allow you to leverage the thousands of data points they collect on users across the web. Among the most effective targeting options when it comes to both demand generation and direct response are:Keyword contextual targetingChoose …

Marketing Day: Fandango movie suggestions via Messenger, Facebook ad news & 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:Anatomy of a Google search listing
Sep 21, 2017 by Stephan Spencer
There’s no perfect method to snagging the top overall search result for every relevant query, but columnist Stephan Spencer believes that understanding each element of Google’s search listings can give you the best chance for success.3 reasons SEO is the account-based marketer’s secret weapon
Sep 21, 2017 by Nate Dame
A lot of B2B brands are discovering the powerful influence of account-based marketing (ABM) strategies, but is it enough? Columnist Nate Dame outlines why ABM needs SEO, and how they’re better together.Messenger’s M assistant will suggest buying movie tickets through Fandango, sharing GIFs
Sep 21, 2017 by Tim Peterson
M will use Fandango’s Chat Extension so that people can pull up a list of showtimes from Fandango’s site when planning an outing with friends.Display…

Anatomy of a Google search listing

Are you looking to dominate in Google search results?Your strategy needs to involve more than keyword research and a savvy AdWords campaign. In order to make the most of your Google presence, you need to craft a search result that entices users to click through to your web page. This is a crucial yet often-ignored aspect of SEO.Believe it or not, small changes to your Google listing can make a big difference when it comes to click-through rate. Here is a detailed guide to better understanding a basic Google search listing.TitleIt’s no secret that page titles can heavily influence user behavior. But did you know that Google doesn’t always show a web page’s title tag? The title that appears in search results might be influenced by several factors. Google looks to find titles that are short, descriptive and relevant to search queries. Though they most commonly use a page’s title tag, they can also pull from page content or links pointing to the page. Try to keep your title tag short, and…

3 reasons SEO is the account-based marketer’s secret weapon

Account-based marketing best practices have come into their own in recent years. Audiences expect more personalized, targeted brand interactions, and account-based strategies deliver, aligning marketing and sales to close bigger accounts with better outbound communications.But what happens when your proposal gets passed from its intended audience to another decision-maker? What happens as it hops from one desk to another, and each touch has new and different questions or needs? Do they reach out to the name on the back page, or do the reach out to Google?Consider that many B2B purchasers won’t speak to a salesperson until they’ve done their own research first. Outbound campaigns deliver social posts, marketing emails and targeted ads — each with the goal of driving decision-makers deeper into the funnel — but they may not be enough.B2B decision-makers conduct an average of 12 searches before visiting a specific brand’s site, according to a Google/Millward Brown study conducted in 2014…