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Showing posts from October 3, 2017

Swimming up(bid)stream

Over the past two years, there has been an explosion in the bidstream — or for the layman, the number of ad opportunities available for auction in real time has dramatically increased.This isn’t because there are suddenly more people on the planet, or users are visiting massively more pages, or the number of ads on pages is abruptly increasing (though it may appear that way if you’re not using an ad blocker).So, why has the bidstream grown so enormously? Header bidding.[Read the full article on MarTech Today.]

via Marketing Land

Why your social media audience is critical for content marketing

If you invest time in creating high-quality content, you want it to get shared far and wide. Few things are more rewarding than seeing your work catch fire across the web. If you’re blogging for business purposes, getting your content spread can play a major role in growing your business.So what do you think plays the biggest role in determining whether strangers to your brand will reshare your content? As the clickbaiters say, “The answer will shock you!”The likely suspectsIf I asked you to guess the answer to my question posed above, I’d bet that you would respond with one or more of the following:Quality of the content: Certainly, quality has to be in the mix. In the era of “Content Shock,” readers know they have lots of content to choose from and only so much they can actually read and then put into their sharing feeds. In addition, whether consciously or unconsciously, sharers are aware that what they share with their friends reflects on their own reputations, so they are less li…

ESL’s CMO focuses brand refresh on the esports company’s compelling founding story

Before being named CMO of ESL, the world’s largest esports company, Rodrigo Samwell began his marketing career in the telecommunications industry when mobile marketing first took off.“I started my career in 1999 as a product manager at Telecel, which was a private telecommunications provider in Portugal,” says Samwell. “Later Telecel was acquired by Vodafone. I was lucky to be given SMS (text messaging) as my first product, and was hit by this impressive wave of growth that was the real birth of mobile messaging.”Samwell says his predecessor was involved with the development agreements that first allowed messages to be sent across all mobile operators.“I joined exactly at that moment. From there SMS just grew exponentially.”Samwell moved to Düsseldorf, Germany in 2004 to be part of Vodafone’s first global product marketing team. Since then, he has served in a number of executive marketing and strategy roles.“Over the years, I worked on projects like the launch of Vodafone Red, which …

The 5 best tools to develop a mobile-first SEO strategy

Search marketers rely on tools to make sense of what it is a very complex, fluid environment. With the increasing importance of mobile, the list of tools grows even longer. Which platforms should search marketers use to devise a mobile-first SEO strategy?While we await the launch of Google’s mobile-first index, search marketers are aiming to capitalize on the growing quantity of searches made on smartphones.We spent a long time anticipating the ‘mobile era’, but for many businesses it has been a reality for some time now.The numbers certainly tell their own story. Mobile searches now outnumber desktop queries, and mobile advertising spend is projected to exceed $100 billion worldwide this year.(Source: Statista)Of course, this means that the ranking signals for mobile are different to those used for desktop results. That stands to reason; smartphones are used for different purposes and they provide Google with different data sets to calculate its rankings.Mobile websites often differ …

Tracking the Accelerated Mobile Pages (AMP) Project

AMP isn’t quite a household acronym yet, but it has big implications for virtually everyone with web access. The Accelerated Mobile Pages (AMP) Project, the brainchild of Google announced just two years ago, is already impacting millions of users’ experience. And it’s growing fast. The downside — arguably a temporary one — is that not all technology is completely up to speed with this new initiative.The need for AMPThe Google-led AMP Project is a response to the rise of of the mobile web, along with the proliferation of clunky advertising and poorly optimized website design. Its goal is to bring faster — even instant — rendering to web content, especially via mobile devices. If you’re wondering whether this optimization is really needed, the answer is largely yes, particularly for bigger websites.Some news sites and content aggregators are known to eat up a ton of bandwidth and chase audiences away with slow load times. For example, one news site tested by Google consumed more than 10…

Marketing Day: USA Today Network’s VR ad studio head, Holiday marketing prep & the GDPR

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:Targeting featured snippet and ‘People also ask’ SERP features
Oct 2, 2017 by Marcus Miller Wondering how to obtain the elusive “position zero” in Google search results? Columnist Marcus Miller discusses how to target answer boxes and related questions.USA Today Network’s VR ad studio head: We’ve shown there’s an audience for VR ads
Oct 2, 2017 by Ginny Marvin
The in-house studio has been working with brands to develop VR and 360 branded content and with Nielsen to measure the impact of these new ad experiences. Gateway to success: How to prep your marketing campaign before the holiday season
Oct 2, 2017 by Tony Toubia
Get a head start on your holiday marketing. Contributor Tony Toubia outlines three strategies to ensure you’re prepared for a successful shopping season. Should marketing emails use a ‘no-reply’ email address?
Oct 2, 2017 by Ryan…

Targeting featured snippet and ‘People also ask’ SERP features

Search engines have a peculiar business model: They exist to quickly direct you somewhere else. This is in direct contrast to your typical web business or social platform, where they do everything they can to keep you engaged and on that platform.This can’t have escaped the notice of the good folks at Google. And now, many questions are answered directly on the search engine. This keeps you on the page a little longer and (I would imagine) ups the likelihood of your conducting another search or — shock, horror! — even clicking on a search ad.You have probably seen this a million times, but the following searches should all provide some form of answer directly in the search results.“What is my IP?”“Calculator”“What is the square root of 196?”“Telephone number for Bowler Hat SEO”[Read the full article on Search Engine Land.]

via Marketing Land