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Showing posts from October 25, 2017
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How to avoid the “Agency Measurement Paradox” and win client confidence

For decades now, marketing executives have demanded better analytics and data to judge both the performance of their campaigns and their agency partners. Agencies are listening — but are they doing the right things?The ongoing drumbeat to prove ROI has led many agencies to start using attribution models to measure digital, but the outputs from digital attribution often are misleading. Other agencies have developed proprietary mix models to help prove their success.But when the agency produces good advertising and does their own measurement, they’re facing a Catch-22.The ‘agency measurement paradox’A wise agency executive, Dave Gantman, shared with me what he called “The Agency Measurement Paradox.” In his experience — and many of us have seen it, too — when agencies share performance metrics showing a campaign didn’t reach an ROI goal, the client believes the data is accurate. Sharing bad news helps the agency gain credibility.Yet, when agencies share performance metrics showing the c…

Persado now generates emotionally-targeted marketing messages for individuals

Persado is the kind of tool that can make copywriters and other creatives nervous.Founded in 2012, it employs artificial intelligence to generate emotionally-targeted marketing text for emails, snail mail, Facebook newsfeed ads, landing pages, display ads, and even messages on receipts from checkout counters in stores. It’s not too difficult to imagine a time when most or all marketing text is written this way.This week, the New York City-based company is giving a finer tip to its virtual pen. It is launching Persado One, which allows the text to be generated for individual users. Previously, the company’s system created text personalized for a given segment of users, like regular credit card users who might be interested in gold cards.CEO Alex Vratskides told me that Persado is the only company that offers this kind of personalized emotional engagement at scale.[Read the full article on MarTech Today.]

via Marketing Land

Retail game-changers: Millennial and Gen Z shoppers are brick-and-mortar’s essential future

At first glance, millennial and Gen Z shoppers might seem to be sounding the death knell for the beleaguered brick-and-mortar retail industry.After all, these demographics are spending more of their time (shopping) on smartphones and mobile devices than any other generation. And while it may seem easy to draw a connection between this trend and the number of retail stores closing, it turns out that’s not always the case.Millennials and Gen Z buyers actually represent the future for retail stores, but they’re different from other generations in that they’re seeking a more personalized experience with the products they shop for.Although these behaviors seemingly conflict, they’re ones that both brands and retailers must put at the forefront of their marketing strategies by providing in-store, interactive technology experiences that fulfill mobile-savvy consumers’ desires.Forward-looking companies have already started implementing ways to stay ahead of the curve, utilizing various techno…

YouTube’s FameBit has a new sales boss, expanded platform post-acquisition

Influencer marketing platform FameBit has been oddly quiet since being acquired by Google’s YouTube one year ago, according to several executives in the advertising and entertainment industries (“I have not heard anything from them since they went to YouTube. They don’t even cold-call us anymore,” said one agency exec). Now the company is getting ready to break that silence.“Definitely we’re being strategic in the sense that we want to get it right. We have a lot of things in store for creators that we want to get right,” said FameBit co-founder Agnes Kozera when asked about the company’s low profile post-acquisition.When YouTube bought FameBit a year ago, the rationale appeared obvious. For YouTube to fend off Facebook, Twitter and others trying to woo its video creators, the Google-owned video service needed to better incentivize those creators to stay. A cut of their videos’ ad revenue could only go so far. The matter was made more urgent this year after YouTube began to de-monetiz…

How indie publishers can monetize in the shadow of Facebook and Google

With multinational technological companies Google and Facebook conquering the field of online advertising revenue, many smaller companies and indie publishers are left wondering where they’ll end up in the digital world – if they’ll end up anywhere at all.According to data recently released by the Interactive Advertising Bureau, digital advertising revenue in the U.S. increased by 20% in the past year. This puts the American digital ad revenue at a record of $72.5 billion.Unfortunately for smaller companies, the vast majority of online advertising revenue is coming from tech giants Google and Facebook.The duopoly of the digital advertising industryBecause the specific ad-only revenues of Facebook and Google aren’t disclosed, the exact calculations of revenue aren’t available. However, Jason Kint of Digital Content Next, a publishing industry trade group, reported in June 2016 that Google and Facebook accounted for a grand total of 89% of the digital ad growth.Additional calculations m…

SEO For Blogs in 2017 – A #ShoutersChat Recap

Driving traffic to your blog is one of the most important aspects of blogging. The more traffic you get, the more success you’ll get in your blogging career. And SEO is one of the best ways to get traffic to your blog. If you optimize your blog’s content for search results, you will get a constant stream of traffic.SEO trends keep changing from time to time, and it is very important to be aware of white-hat SEO techniques if you don’t want to be penalized by the next Google SEO update.We want all Shouters to be aware of neat and clean SEO techniques for their blogs.That’s why this week’s #ShoutersChat was: “SEO For Blogs in 2017”.We discussed different things that are important for a blog’s SEO. This made everyone more aware about SEO, helped people learn some new things, and of course, allowed bloggers from around the world to connect and help each other out.Here is a recap of each question and the top answers by Shouters.Q1. What is the most influential SEO factor according to you?F…

Bluehost WordPress Hosting Discount With Free Domain

Bluehost is rated as one of the top choice for hosting WordPress sites & is officially recommended by WordPress team as well.  I have previously shared a beginner’s guide entitled How to Install WordPress on Bluehost which would help you to launch your own blog today itself.  In this article I’m sharing special Bluehost promo discount ranging from $3.49 to $5.95/month and before that let’s discuss some of the Bluehost’s hosting features that makes it worth buying.If you don’t want to read details & want to grab the discount ASAP, use the link below:Signup at Bluehost (Discount will be applied automatically)There are only a couple of shared hosting services which have actually managed to impress me. Because I create all my blogs on WordPress platform from past 8 years, I have used & tested many different web-hosting services including Hostgator, SiteGround, Bluehost and others.Bluehost always emerges as a winner for WordPress hosting, and the key to their success is the fac…

Twitter will make its ads more transparent to brands, everyone else

As the spotlight hits the murky side of digital advertising — from election-related controversies to viewability concerns — Twitter is pledging to expose more aspects of its advertising business.Twitter plans to open an Advertising Transparency Center so that anyone can see all of the ad campaigns currently running on the social network, including those that didn’t originally appear as regular tweets. Additionally, the company has agreed to have the independent Media Rating Council (MRC) audit its ad measurements so that brands can be assured of what they are buying.Twitter’s Advertising Transparency Center will roll out “in the coming weeks,” according to a company blog post published on Tuesday. The move is an attempt by the company to address the controversy surrounding how Russian-linked entities used digital ads on Twitter, Facebook and Google in an effort to influence last year’s US presidential election.In addition to indexing all currently running campaigns on Twitter, the Adv…

Marketing Day: 19 technical SEO facts, PayPal’s new Marketing Solutions & 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:19 technical SEO facts for beginners
Oct 24, 2017 by John Lincoln
Want to dip your toes into technical SEO? Columnist John Lincoln shares some fun tidbits for those just starting out.The nitty-gritty paid search account health check: Part 2
Oct 24, 2017 by Amy Bishop
In Part 2 of her two-part series, columnist Amy Bishop continues sharing tips that will help you uncover optimization opportunities within your PPC accounts.Is your martech stack keeping pace with changing customer behavior?
Oct 24, 2017 by Kevin Bobowski
It’s hard to keep up with quickly evolving consumer behaviors. Columnist Kevin Bobowski believes marketers will need to adapt their martech stacks and deliver a better experience to meet rising expectations.Skimping on deliverability spend? You’re hurting your email program
Oct 24, 2017 by Jose Cebrian
Don’t make the mistake of cu…

19 technical SEO facts for beginners

Technical SEO is an awesome field. There are so many little nuances to it that make it exciting, and its practitioners are required to have excellent problem-solving and critical thinking skills.In this article, I cover some fun technical SEO facts. While they might not impress your date at a dinner party, they will beef up your technical SEO knowledge — and they could help you in making your website rank better in search results.Let’s dive into the list.[Read the full article on Search Engine Land.]

via Marketing Land

The nitty-gritty paid search account health check: Part 2

Welcome to the second and final post in a two-part series about paid search account audits. If you haven’t read the first post, be sure to check it out here! Without further ado, let’s dive right into the good stuff — the remaining analyses standing between you and a perfectly manicured paid search account.Keywords and negativesKeywords are essentially the building block of your search campaigns, so needless to say, there’s always room for an audit. Here are some things to review:Are there any keywords that are spending money without converting? I look at this in different time frames, including the past 30 days or longer time frames, such as “all time,” because there could be keywords flying under the radar that may not be spending money quickly but that are slowly spending — like a small leak that can do damage over time.[Read the full article on Search Engine Land.]

via Marketing Land

Is your martech stack keeping pace with changing customer behavior?

In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a concrete, quantitative metric to understand how well your business is doing at delivering a great customer experience.Delivering a great customer experience requires marketers to do two important things. First, marketers must organize the company around the customer to deliver a better experience. And secondly, the marketing department must capture the data to get closer to their customers. Data is the key ingredient to delivering a great customer experience.Sprinting and still behindSo, to deliver a great customer experience, how are companies — and marketing departments specifically — keeping pace with changing consumer trends and behaviors? Unfortunately, many are not. And it’s understandable, given the rapid pace of change.[Read the full article on MarTech Today.]

via Marketing Land

Skimping on deliverability spend? You’re hurting your email program

For various reasons, companies are increasingly choosing to handle their email production in-house or through agencies versus having the services arm of a technology company handle this work. Done correctly, any of these can be viable options. Regardless of your choice, make sure you budget sufficiently for deliverability. Failure to invest adequately in the required technology and services can have a detrimental impact on your results.Let’s say you make $15 million a year from your email program, based on last-click attribution. What is the revenue impact of 10 percent lower inbox placement, or even a week of blocks? Doing simple straight-line math, it’s arguably $1.5 million (10 percent of $15M), or $288,000 ($15M/52).Of course, there are always nuances and shifts between mailbox providers — one is blocked for a couple of days, then another and so on. The point remains: Deliverability has a direct correlation to effectiveness of your email program and your revenue.You need to protec…