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Showing posts from October 12, 2017

Facebook opens up Stories to Pages so that someone will use the feature

Facebook’s Stories feature has been a flop compared to Snapchat’s original and Instagram’s clone. So now the social network is opening up the ephemeral format to brands.On Thursday Facebook announced that over the next month Pages will be able to post Stories through its iOS and Android apps. Unlike normal people, however, Pages will not be able to cross-post Stories simultaneously to Facebook and Instagram, according to a Facebook spokesperson.“We’ve been listening to our community and working to make it fast, fun and easy for people and Pages to create Stories on Facebook. Over the coming month, Pages will be able to create Stories to share with the people who follow them.” said Facebook product manager Amy Sun in an emailed statement.Page-produced Stories will work the same as the user-generated Stories that Facebook rolled out in March. The chronological slideshow of vertical photos and videos will appear within the Stories tab atop Facebook’s apps’ home screen and will disappear …

YouTube location extensions & in-store visits measurement come out of beta

Twin Design / In May, Google shared details of a beta program for location extensions and store visits tracking for YouTube. On Tuesday, Google announced the features are now generally available.While the number of ad extensions available for Google search text ads keeps adding up, the addition of location extensions marks the first time ad extensions have become available for ads in YouTube. The location extension appears in a card below the video ad that includes a map, store hours and address and links to the website or for directions.The extensions will show on TrueView in-stream and 6-second bumper ads.Google’s store visit measurement will then report on how effective the video ads are at driving traffic to those locations. Launch partner iHop said in a statement that it has been able to use location extensions in YouTube to drive visitors for less than $1 per guest.Google has been expanding its store visits measurement capability to more advertisers and says it h…

Live from Facebook-owned Oculus’s annual VR conference: Day 2

Welcome to the second day of Oculus Connect, the Facebook-owned virtual reality company’s annual developer conference.During yesterday’s opening keynote, execs from Oculus and Facebook made a series of announcements, ranging from a new standalone VR headset to a redesigned interface that pulls desktop apps into the VR environment to new features bridging Facebook’s traditional social network and its VR version.Today’s keynote is expected to be less newsy. Oculus CTO John Carmack — the famed game programmer behind “Doom” — will take the stage and hold forth on whatever is on his mind (the keynote’s title is “Carmack Unscripted”). The keynote is scheduled to begin at 12:30 p.m. ET/9:30 a.m. PT, and you can follow along in our live blog below.

via Marketing Land

4As, ANA & IAB propose self-regulatory digital ads standards program in part to provide ‘safe harbor’ from browsers

Three of the big industry trade groups representing the digital advertising ecosystem are hoping to gain support for a “self-regulatory” program for the digital advertising industry to protect itself from the rise of ad blockers and rogue actions of the likes of Apple.The 4As, ANA and IAB have asked the Coalition for Better Ads (CBA) — an industry group formed in part by these three trade groups and its members to address ad blocking — to adopt “The Better Ads Experience Program.” Under the new program, digital ad sellers, buyers and intermediaries would pledge to comply with the Coalition for Better Ads’ standards for digital advertising.The Better Ads Standards set forth by the Coalition for Better Ads aim to address the worst aspects of digital advertising in order to stem the tide of ad blockers.In the letter addressed to the Coalition for Better Ads, the CEOs of the ANA, 4As and IAB wrote:Because the Coalition’s research identified clear correlations between a set of poor adverti…

The latest social media craze for marketers: Going offline

Back in June, I was at a conference where I saw Carolyn Coyne, global creative strategist at Facebook, talk about video. She revealed that users watch Facebook videos for only 5.7 seconds on average. And 75 percent of those views come from mobile. Basically, marketers have about a GIF-length amount of time to connect with an audience before they’re already on to the next thing.Understandably, brands have gotten skeptical of that model. Short attention spans and the closed ecosystems of social media giants dilute the relationship between brands and customers.Your social content isn’t only competing with family photos, memes, news updates and every other brand — it’s competing with algorithms that are coded and maintained in a black box.That’s why many marketers struggle to measure social media ROI. Meanwhile, TrackMaven research showed that content marketing output in 2015 rose by 35 percent, but engagement dropped by 17 percent across blogs, Facebook, Instagram, Twitter, Pinterest and…

3 ways to leverage location this holiday season

As the holiday season ramps up into its glorious full frenzy, marketers are hoping the early forecasts for strong spending come true. In fact, all signs point north as disposable personal income, a climbing stock market and strong consumer confidence continue to grow.2017 holiday sales are expected to top $1 trillion, or an increase as much as 4.5 percent between November 2017 and January 2018, according to Deloitte. That’s ahead of increases the last few years, which averaged around 3.6 percent. To better capture some of these dollars, marketers should aim to grow their omnichannel marketing efforts, insights and ROI.With the majority of transactions still taking place offline, marketers should be looking to bridge the online-to-offline gap by combining location and offline insights and behaviors to drive holiday sales. Here are three quick and easy ways to get started this holiday season.1. Audiences: Target consumers based on their past offline behaviorsOne of the best predictors o…

Brandwatch adds more content intelligence by buying BuzzSumo

Social media monitoring firm Brandwatch is boosting its content marketing and influencer intelligence with the announcement this week that it has acquired content/influencer tracking platform BuzzSumo.Terms of the deal were not made public. Brandwatch tracks what people are saying about your brand in social media. BuzzSumo specializes in content marketing intelligence, which includes finding trending topics, the most influential influencers and the most popular questions in online forums. Both companies are headquartered in Brighton, UK.Brandwatch CEO Giles Palmer told me via email that each brand will keep its own user interface, and they will operate as distinct business units.[Read the full article on MarTech Today.]

via Marketing Land

Qubit launches an Instagram-like, AI-powered product news feed for mobile

Finding new things to buy on your smartphone can be a painful experience, as you browse large product catalogs through that small screen.To help mobile users find more products they want, personalization tech provider Qubit is out this week with a mobile-oriented and patent-pending product discovery solution called Aura.It’s an AI-powered layer that sits on top of a mobile website, complementing existing personalization and able to be quickly integrated into a site. After tapping the Qubit icon, the user sees an Instagram-like news feed of images. A menu icon returns the user to regular browsing.[Read the full article on MarTech Today.]

via Marketing Land

How marketers are wrestling with virtual reality’s adoption issue

Virtual reality has yet to gain mainstream traction, but it has maintained its grip among marketers. The way marketers are approaching the medium has changed, however.A year after Facebook’s Oculus, HTC and Sony each released premium-quality VR headsets, though, sales have reportedly failed to exceed single-digit millions. And research firm Forrester has said that VR is not ready for marketers. That has left marketers wrestling with how to get their VR experiences around people’s faces — or whether they should invest in creating those experiences in the first place.To learn how marketers are addressing the issue, read the full article on MarTech Today.

via Marketing Land

Share17 Chicago: The key themes and trends

Digital marketers gathered in Chicago last week for Share17, an event hosted by SEO and content marketing platform BrightEdge.Share17 provided a welcome opportunity to take stock of where the industry stands, discuss common challenges marketers are facing, and consider the upcoming trends we should all aim to capitalize on.The agenda for the day reflected this, through a combination of guest speakers, customer panels, and plenty of revelations about search marketing trends. The below is a recap of the key themes and SEO tips we took away from the event.The convergence of SEO and content marketingThe key theme for the day was the convergence of SEO and content marketing, although there were also discussions on how SEO impacts all areas of modern businesses.97% of BrightEdge customers state that SEO and content marketing are either merging or have already done so. As a result, the focus shifts to the more pragmatic matters of how this plays out at companies both large and small. At a co…

How Facebook is connecting its 2D social network with the VR version

Facebook is bridging the traditional and virtual versions of its social network in new ways.On Wednesday, Facebook unveiled forthcoming features that will bring more of Facebook proper to its virtual reality version, Facebook Spaces, and that will enable people to share 3D virtual objects from Spaces to their 2D news feeds, potentially raising people’s awareness of and interest in VR. The company teased the new features during a keynote presentation at Facebook-owned virtual reality company Oculus’s annual developer conference in San Jose, CA.Potentially the most significant announcement was the introduction of a new news feed post format called 3D Posts. Through the format, people will be able to take the objects they create in VR using Oculus Medium — a VR analog to Adobe Illustrator — or Facebook Spaces and share them on Facebook. On Facebook, people will be able to interact with the posts by swiping around them to view a 3D object from different angles, similar to how a person wou…

Marketing Day: Live from Oculus Connect, Twitter’s ‘Happening Now’ and the new CMO role

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:Live from Facebook-owned Oculus’s annual VR conference: Day 1
Oct 11, 2017 by Tim Peterson All the news from the opening keynote at the virtual reality company’s annual developer conference.Twitter announces what’s ‘Happening Now’ for sporting events, and plans for a bookmarking feature
Oct 11, 2017 by Greg Finn Twitter is giving users the ability to find tweets on real-time topics, while also planning a bookmarking to let users save content for later.The ever-increasing importance of usability and trust in link building
Oct 11, 2017 by Julie Joyce Sometimes link builders identifying promising sites think only in terms of metrics. Columnist Julie Joyce explains why usability has become one the most important things to consider.Why it pays to skip the form (and embrace chat)
Oct 11, 2017 by Andrea Lehr Don’t force your audience to leap over hurd…

Updated for 2017! Enterprise Paid Media Campaign Management Platforms

The paid media marketing landscape has become increasingly complex, as the speed of search engine algorithms and development changes accelerates and marketers demand more integrated channel capabilities. Automating paid media campaign management through an enterprise platform can improve efficiency and productivity.MarTech Today’s “Enterprise Paid Media Campaign Management Platforms: A Marketer’s Guide” examines the market for paid media campaign management platforms and the considerations involved in implementation. The 54-page report also includes profiles of nine leading vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.Get your copy today at Digital Marketing Depot.

via Marketing Land

The ever-increasing importance of usability and trust in link building

Just the other day, I was showing a cool site that I’d just found to a (very intelligent and internet-savvy) friend, and he quickly became confused due to the ad placements on the site. The ads were shown on the top of the page below a nav bar, and they looked like categories for the site. So he clicked on them.Then there was the search bar. Blacked out completely, you couldn’t see what you were typing into it, and it gave no error messages when you just hit enter. The 404 page had a broken image on it. One of the social buttons went to the wrong account.And then I found the dreaded page with the lovely Lorem Ipsum dummy text still on it.Bottom line: I didn’t really love the site so much anymore. It ranked well (that’s how I found it), but I didn’t trust it.[Read the full article on Search Engine Land.]

via Marketing Land

Being SMART with your martech: Balancing product inputs and performance outputs

Most chief marketing officers will agree that building a marketing technology stack is a key priority when setting out to develop strategies that will drive measurable success and a demonstrable return on investment.While that may be the case — and while it’s true that a technology stack is a critical part of any marketing operation — a martech stack in and of itself is no guarantee of success. To think otherwise is to commit a major error in understanding the role of inputs (namely, the technologies you use in your stack) in relation to outputs (also known as marketing performance).In today’s highly fragmented, overcrowded marketplace, success can’t be assumed based on inputs. Rather, success must be evaluated on the basis of marketing performance — which can be set up for accurate measurement by establishing SMART (Specific, Measurable, Achievable, Realistic and Timely) content marketing initiatives.[Read the full article on MarTech Today.]

via Marketing Land