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Showing posts from October 5, 2017
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Facebook tests augmenting article links with publisher info from Wikipedia

Facebook is continuing its efforts to give people more context about what they read on the social network as part of an attempt to stem the spread of fake news.In a test starting today, Facebook will add context to article links appearing in people’s news feeds by attaching information about the publisher that’s pulled from sources like the publisher’s Wikipedia page, the company announced on Thursday. A Facebook spokesperson has yet to answer a question about how Facebook is able to identify whether a link shared on the social network corresponds with an article versus a non-article web page.To access this information, people will need to tap a button that will appear above and to the right of the link’s headline, labeled “i.” Tapping the button will pop up an “About This Article” overlay that will carry the contextual information.The Wikipedia-sourced publisher description will only appear when one is available. That will also be the case with other information that Facebook may use…

The ABCs of improving email deliverability

When it comes to email marketing, there is a critical question email senders concern themselves with: Did the recipient actually read the email? Fortunately, there are a variety of ways to determine whether or not a recipient has received and read an email, but what about when neither happens?Typically, when a recipient doesn’t read an email, one of two things has usually taken place: The reader is not interested in the material sent, or the email never reached him or her in the first place. Again, as marketers, we’re pretty adept at determining whether a reader is or isn’t interested in our material, but we’re less certain when it comes to understanding why email deliverability sometimes fails.Inbox service providers, including Google Gmail, Microsoft Outlook and Yahoo Mail, evaluate incoming email and block the delivery of harmful or unwanted email. However, these filters can also prevent the delivery of wanted email.Only 80 percent of wanted email reached its intended recipient, ac…

All the devices Google announced Oct. 4 at its ‘made by Google’ hardware event

In San Francisco on October 4, Google held its “Made by Google” hardware event. This comes in the wake of Apple’s recent iPhone X launch and Amazon’s more recent, surprise Echo event.There is now a growing family of Google devices that are intended to work together and that share common features and capabilities. Some of the devices announced today were previously leaked or anticipated (e.g., Google Home Mini). Still, there were a few surprises, such as the new Clips camera and a new Pixelbook laptop with a stylus.But what’s arguably more interesting than any of the individual devices is what they collectively reveal about Google’s strategy, competitive messaging and the future of search, which I’ll write about separately. Below are all the hardware announcements from today:The Pixel 2 and Pixel 2 XL smartphones: These phones retail for $649 and $849 respectively. Google argues they carry the best camera available on any smartphone today. They also come with free, unlimited video and …

How to optimize your ad campaigns for consumer behavior on Facebook and Google

Facebook now accounts for 65% of total social network ad spend and is expected to reach $36 billion in 2017, while Google saw a 17% increase in revenues from 2014 to 2015.These are now the go-to channels for marketers wishing to attract users and user attention, with businesses putting aside huge budgets to reach audiences on these platforms.Facebook and Google have also both influenced how users search for information online and respond to advertising, in ways that marketers need to be aware of and adapt to in order for their advertising campaigns to be a success.Both channels are powerful in their own, unique ways, but both also have their problems.How can marketers overcome these challenges and optimize their campaigns for the twin giants of Google and Facebook?Content produced in association with Fospha.FacebookWe all know that Facebook is growing at an amazing speed, with 1.28 billion people logging on for an average of 35 minutes every day (Mediakix, 2016). Clearly, this platfor…

MarTech conference highlights digital marketers’ central dilemma

The central dilemma facing modern marketers can be summed up in two words:Infinite power.That dilemma percolated throughout presentations and sessions on the opening day of our MarTech Conference, taking place Tuesday and Wednesday at the Hynes Auditorium in Boston.“Just because you can doesn’t mean you should.”–Marketo CEO Steve Lucas Marketers now have immediate and affordable access to infinitely powerful cloud-based tools, data and intelligence. The technologies allow anyone with a modest budget to blast out messages to big chunks of the human race, finely tune a precise offer to the needs of one potential buyer or, soon, shower consumers with product offers wherever they go.As Spiderman’s Uncle Ben pointed out: “With great power comes great responsibility.”But there’s also the consideration that great marketing power, used badly, is counter-productive. Marketo CEO Steve Lucas laid out the decision empowered marketers face.“Just because you can,” he told a lunchtime audience, “does…

Brand24 Review: Monitor Your Brand On Social Media And Beyond

Part of building a thriving online business is knowing what people are saying about your products or services. Maybe you have avid followers you didn’t know you had, or maybe there’s an unsatisfied customer somewhere yelling about how bad your product is.The problem is that most businesses don’t have the time, resources, or knowledge needed to put a monitoring system in place. Most often, customer service associates are left with the task of damage control without knowing how they can prevent this kind of thing from happening again.Thankfully, there are apps that can help any brand owner manage their business’s online reputation before things escalate.Brand24 is a social media “listening” tool that monitors social media platforms like Facebook, Twitter, and Instagram, and analyzes the web’s keywords.In addition to social media metrics like mentions and audience reach, Brand24 also gives you insight to positive and negative comments received for target keyword(s).Setting Up Projects Wi…

With Snap Accelerate, Snapchat pursues mobile startups that built Facebook’s ad biz

A newly public company with mounting concerns over the viability of its advertising business, Snapchat in 2017 resembles Facebook in 2012. Now, to address the issue, Snapchat is taking a page from Facebook’s playbook.Snapchat has rolled out a program to win over the same type of marketer that Facebook relied on to build up its mobile ad business: mobile app developers looking to acquire new users.Called Snap Accelerate, the program will help mobile startups to advertise on Snapchat by offering them benefits including early access to new ad products as well as credits that can be used to buy ads. A Snapchat spokesperson said the company will not hold participating startups to its usual spending requirements, such as a commitment to spend a certain amount on Snapchat ads over a certain period of time.Snap Accelerate is the latest example this year of Snapchat trying to lower the barrier to entry for advertisers and attain must-buy status. After rolling out an advertising API to enable b…

Marketing Day: Chrome ad blocking, Google extends olive branch to publishers & 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:14 ways to get smarter with your content and SEO
Oct 4, 2017 by Jim Yu Contributor Jim Yu uses the SMART framework to prescribe a formula for SEO and content marketing success.Fraudsters don’t sleep, no matter who owns the tools to fight them
Oct 4, 2017 by Chuck Moran Columnist Chuck Moran takes a look at the wave of consolidation in the ad verification space and discusses what it means for marketers in their search for transparency and solutions to fraud.Google’s Sridhar Ramaswamy on Chrome ad blocking: ‘It’s the ultimate fallback option’
Oct 4, 2017 by Ginny Marvin
Google hopes its browser initiative will obviate consumer demand for mobile ad blockers.Organizing your company to win in mobile
Oct 4, 2017 by Lou Orfanos
Despite mobile’s momentum, brands are still struggling to tackle it. Columnist Lou Orfanos discusses how you can structure yo…