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Showing posts from October 19, 2017
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Facebook officially launches Explore Feed on desktop to boost Pages’ posts

Facebook has made it hard for Pages to get their posts in people’s News Feeds, from cutting organic reach in favor of paid distribution to prioritizing posts from friends and family members. But it has added a new feed that may help brands and publishers recoup some of that lost reach.This week, Facebook officially launched a new feed on desktop that presents people with posts from Pages they don’t follow and posts that aren’t likely to show up in their regular news feed.It’s called Explore Feed and subtitled “top posts for you from across Facebook.” The company rolled out the alternative News Feed on mobile earlier this year. On both mobile and desktop, the Explore Feed can be found within the “Explore” menu that lists similar non-News Feed feeds, such as Trending News and City Guides.“We are beginning to roll out a complimentary feed of popular articles, videos, and photos, automatically customized for each person based on content that might be interesting to them. We’ve heard from …

Report: Prime members now represent 63 percent of Amazon’s US customers

Consumer Intelligence Research Partners (CIRP) has released a new estimate of the number of Amazon Prime subscribers in the US market. The firm says there are now 90 million members, or 63 percent of US Amazon customers.That’s up from an estimated 85 million in July and 80 million in April of this year. CIRP has previously estimated Prime members spend almost twice what non-members spend on Amazon purchases.Amazon Prime Customer GrowthPrime subscribers spend an average of roughly $1,700 per year versus about $700 for non-Prime members, according to the report. That translates into about $117 billion in top-line revenue generated by Prime customers.Amazon Prime Customers Spend Almost 2x More AnnuallySource: CIRP estimates (10/17)CIRP added that 95 of current Prime members surveyed said that they would “definitely” or “probably” renew their memberships. This matters because there’s a broader halo effect that Prime creates:Amazon dominates e-commerce, which is directly reinforced by Prim…

YouTube: We’ve manually reviewed 1M+ videos to improve brand safety processes

Since announcing efforts to restrict violent extremist content in June, YouTube released an update on their brand safety initiatives this week.The Google-owned company says its teams have manually reviewed more than a million videos to improve the flagging technology being used to monitor content. YouTube also says that during the past month, over 83 percent of the videos removed because of violent content were taken down without a human having to flag it.“We’ve always used a mix of human flagging and human review together with technology to address controversial content on YouTube,” writes the YouTube team. “In June, we introduced machine learning to flag violent extremism content and escalate it for human review.”In addition to enhancing its machine-learning efforts around brand safety, YouTube has also added 35 new non-governmental organizations (NGOs) to its Trusted Flagger program, confirming the site has reached 70 percent of its goal for the program.Other initiatives include su…

Tapjoy adds interactive End Cards after its rewarded video ads

A screen from the End Card for “War for the Planet of the Apes” Tapjoy specializes in rewarded ads in mobile apps, such as when a gamer might get additional energy for her character if she watches a 15-to-30-second video ad.This week, the San Francisco-based firm is extending its rewarded video ads with rich media End Cards that offer additional info and such calls to action as making a purchase, visiting a website, downloading another app or entering into a social media channel for a conversation. Real-time A/B testing and verification by third-party service Moat are available for the End Cards.This is Tapjoy’s first employment of interactive cards after its video ads. Previously, the company occasionally provided static cards. End Cards can also show up after short mobile gamelike ads, such as mazes.Senior Marketing Manager Lauren Friscia-Baca told me that, at the moment, deep links from the End Cards to other apps are not supported, although her company is working to add them. Deep …

Salesforce’s Einstein boosts search in its Commerce Cloud

Bit by bit, Salesforce is bringing its Einstein AI layer to all parts of its clouds.This week, the company is launching Einstein Search for Commerce in its Commerce Cloud so that stores using its e-commerce platform can make it easier for visitors to find stuff on their websites. The company says its platform is used by 2,400 sites in about 50 countries, handling over 350 million online shoppers monthly.In May, Einstein-powered enhancements were made to Commerce Cloud’s Predictive Sort, Order Management and other features. The company built its Commerce Cloud around its purchase last year of Demandware. Last month, Salesforce’s Sales Cloud got several new Einsteined features.[Read the full article on MarTech Today.]

via Marketing Land

Optimizely suits up for battle with Adobe Target

Last fall, Optimizely announced it was moving beyond its previous role as an A/B testing company for web and mobile and would henceforth be an experimentation platform.In this new incarnation, the platform could be used for testing any connected device, in any part of a technology stack (such as code, data flow or visual design) and for any product (e.g., email, website, mobile app, over-the-top app).In April of last year, the San Francisco-based company bought Austin, Texas-based Experiment Engine, which offered tools for project management and reporting.This week, Optimizely said it has now integrated Experiment Engine into its platform, which it is launching in beta as Program Management. The new capabilities, the company says, allow it to compete against an enterprise testing platform like Adobe Target.[Read the full article on MarTech Today.]

via Marketing Land

10 tips for delivering holiday magic

Last year, holiday e-commerce sales rose by 17.8 percent, and this year, revenue is set to hit an unprecedented $107 billion, according to eMarketer.As online demand increases, so does the need for scalable, global-friendly checkout and logistics solutions to ensure each holiday package gets easily shipped to the correct address.The online experience influences 79 percent of all transactions (both online and offline), according to a UPS study titled “Pulse of the Online Shopper.” Repeat business, however, is mostly influenced by how customers feel after they receive their goods.With FedEx and UPS handling more than 30 million holiday packages per day combined, delivery gets exponentially more complicated when businesses begin to ship abroad. The rise in internationalization, coupled with an increase in regionally diverse customers, means that e-commerce businesses must align their online purchase experience to complement their offline delivery strategy.Today’s customer experience star…

How video makers are programming around Facebook’s ad breaks

Videos on Facebook increasingly resemble TV-style programming — until an ad interrupts the video without a natural break in the action. But that’s beginning to change as media companies within Facebook’s video monetization program experiment with when exactly to insert an ad break in a video.When Facebook began inserting ads in the middle of videos earlier this year, the experience was jarring. A person in a video may be speaking, then is cut off mid-sentence for a commercial. That contrasts with TV, where the programming flows from show to commercial, often with a host announcing the break or a narrative crescendoing to a climax, pausing and then cutting to black.But, as Facebook has started to air more TV-style programming on its new Watch tab, the media companies producing those shows as well as traditional feed-based videos that are eligible to carry mid-roll ads, or “ad breaks” in Facebook’s parlance, have started to adopt TV-style strategies on how to keep viewers’ attentions th…

Google & Facebook among members signed onto IAB UK ‘Gold Standard’ ads program

The UK arm of the Interactive Advertising Bureau (IAB UK) has launched a new program aimed at reducing ad fraud, improving user experiences and increasing brand safety in digital advertising — addressing key threats to the industry.Facebook and Google — the two biggest digital ad sellers in the world — are among the 23 IAB UK board member companies who have committed to the program. The others are: AppNexus, Bauer Media, ESI Media, Guardian Media Group, GroundTruth, Immediate Media, Mail Brands, Microsoft, News UK, Oath, Quantcast, RadiumOne, Teads, Telegraph Media Group, TripAdvisor, Trinity Mirror Solutions, Twitter, Vevo, Viant, Videology and Weve.The program requires the following three actions of participating members:To reduce ad fraud, implement ads.txt on all sites that carry ads.To improve ad experiences, adhere to LEAN principles for ads set forth by the IAB and to the ad standards from the Coalition for Better Ads.To increase brand safety, work with JICWEBS (Joint Industry …

Killer demand gen strategy, Part 1: Personas and creative development

When embarking on demand generation channels such as Facebook and Google Display Network, it is important to first ensure that you understand your core audiences and how to best speak to them.The first two initiatives that you should prioritize during the set-up phase is determining the types of audiences and personas you want to target – as well as crafting the right creative and messaging strategy.PersonasLet’s begin with persona development. This is a must when it comes to being smart about your demand generation efforts.First off, who are your core customers? What types of audiences would be interested in your product or services? What is their makeup (interests, demographics, behaviors, etc.)?For a starting point, make use of any and all internal customer data to develop these personas.As an example of what a persona may look like, let’s say you manage the digital marketing for a luxury home décor site. A persona for that site might be something like:FemaleAge: 30-40Interests: ho…

Data Gran launches AI-powered tool for optimizing Facebook, Instagram (and soon, Google) campaigns

A new campaign testing and optimization tool for Facebook and Instagram advertisers launches today after a two-year development and beta testing period. Support for Google campaigns is in the works.AdOptimizer from Data Gran uses artificial intelligence and machine learning to determine and fund the top-performing mix of creatives and targeting parameters among the more than 2,000 available in Facebook and Instagram.Advertisers upload images and audiences and choose the channel and device targeting they want for their campaigns in AdOptimizer. The system then creates 50 ad variations defined by the targeting parameters and runs those ads for one day.“Then we fetch all that data — who clicked, what they clicked, on what devices, what different parameters are working — and take that to our artificial intelligence algorithms to automatically predict which creative will work best and with which specific audiences for the rest of the campaign,” Carlos Mendez, founder and CEO of Data Gran, …

17 Not So Popular Split Testing Ideas You Can Run Right Now To Instantly Improve Your Business

Split testing is one of the last things that you need now, right?Because from what you’ve seen so far, you’ve concluded that it’s a total waste of time.But, I bet there was once a time when you began to run out of meaningful tests to run, which is actually the reason why you are currently seeing little to no gains at all.Multivariate testing, popularly known as “split testing”, is an excellent way to see what marketing campaign in your business will boost conversion rates.Remember when Albert Einstein reportedly stated that, “the most powerful force in the universe is compound interest?”Constant testing of your marketing efforts and campaigns leverages that force.Now, if you could get just a 3 percent enhancement per week from your social media, PPC, or email campaigns, what do you think that would result to at the end of a year?Well, assuming you started out in January earning $500/campaign (maybe with an email campaign), a 3 percent improvement per week would have your last campaign…

Dealing with duplicate content

The words “duplicate content” strike fear into the hearts of many webmasters and SEOs. But the truth is, not all duplicate content is created equal.Since content is a core element of good SEO, many have tried to manipulate the result by using the old “copy and paste” approach. Google punishes this method, so it should strike fear into your heart.But if you have unintentionally created some duplicate content on your site, don’t freak out. Below, we will look at how Google treats duplicate material, and I’ll share a few tips you can use to ensure that your site’s content is fresh and unique.[Read the full article on Search Engine Land.]

via Marketing Land

The great martech debate: Build vs. buy

I recently worked with a very well-known “unicorn” (a private company valued at more than $1 billion by investors).The unicorn’s founder proudly told me that they were building their own AdWords campaign management software and that they had even hired an engineer from Google’s AdWords team (because, you know, one engineer probably knows the entire AdWords code set…). I did my best to dissuade the company from this strategy, but my arguments were ignored.It’s possible that the unicorn will build an amazing piece of software that will outperform any other tool ever invented, but it’s more likely that the company will waste millions of dollars, hours of precious engineering time and lots of advertising dollars before they come to the conclusion that they should never have tried to build their own campaign management software in the first place.My experience suggests that it almost never makes sense to build your own martech software. In this article, I’ll explain the strong arguments ag…

Ignoring these 6 SEO strategies could come back to haunt you

Halloween is just around the corner. Soon you’ll be seeing little ghosts, goblins, witches and Donald Trump wannabes wandering your street in search of treats. SEO is a lot like these trick-or-treaters: If you’re brave enough to go into the scary dark night and knock on strangers’ doors, you could be rewarded with goodies! The difference? For SEO professionals, this means higher rankings on search engine result pages (not full-sized candy bars).This month, in honor of Halloween, I thought it would be ghoulishly fun to talk about some SEO strategies that you should start implementing — or face the nightmarish consequences.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Gartner report on analytics tools, Pinterest search ads & P2P marketing

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:Should you connect with your clients across social platforms?
Oct 18, 2017 by Matt Umbro
Connecting with clients on Facebook or Instagram can be a slippery slope. Columnist Matt Umbro explains why it’s better to keep your work and personal lives separate.New Gartner report spotlights analytics tools that map customer data across channels
Oct 18, 2017 by Barry Levine
The Leaders are Google, Adobe and SAS, with IBM and SAP in the second quadrant.Pinterest opens search ads to self-serve advertisers, adds ‘autotargeting’ option
Oct 18, 2017 by Tim Peterson
In addition to making search ads available to all advertisers, Pinterest is adding an option to automatically target related pins.How machine learning levels the SERP playing field
Oct 17, 2017 by Kristopher Jones
Contributor Kristopher Jones explains how SEOs should be changing their practices t…