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Showing posts from November 3, 2017

Television is dead. Long live video

“Video killed the radio star, video killed the radio star, we can’t rewind we’ve gone too far.”First released in 1979, the famous tune went on to top 16 international music charts. Ironically, when MTV was launched two years later, “Video Killed the Radio Star” became the first song to grace television screens in a new format that would change the industry forever: music video.When one door closes, a new one opensNowhere is this truer than in the video world. In 2016, Ericsson reported (PDF) that while fixed-screen video viewing time had decreased by 2.5 hours globally since 2012, total video consumption was up by 1.5 hours.While cynics lament the “death of television,” forward-thinking brands and marketers can take advantage of unprecedented access to consumers where it matters most. We are rapidly entering a new golden age of video, with more consumers on more devices watching more video content than ever before.The number of internet users continues to grow, as does time spent onli…

Why agency communication needs to pivot from reporting to analysis (and how)

As an agency, we’re in a results-oriented business.We get paid to deliver upon specific marketing KPIs. In its simplest form, we need to bring the client more revenue and cut their cost per acquisition.And that difference had better far exceed our own pricing. That’s all clients care about at the end of the day.Except, that’s rarely what we give them in reports. Instead, we give them every leading indicator or random raw number and expect them to read between the lines.We assume they grasp the significance of each — even though that’s rarely the case. This reliance on reporting only hurts ourselves at the end of the day.Here’s why agencies should transition from reporting to analysis — and how you can get your own agency to make such a transition.Why ‘reporting’ isn’t good enoughLet’s be honest with each other for a second. Most clients have no idea what we do.I mean, they know the basics. They know the jargon and the buzzwords. They understand everything at a high level.However, they…

3 strategies for maximizing your website UX

As the World Wide Web continues to grow, we move into a future where everyone and everything has an online presence. Within the limited window of opportunity for capturing a user’s attention, it’s becoming ever more important that their website experience be unique, inspiring, graceful, fun and satisfying.Why user experience mattersGreat user experience (UX) design has proven to keep visitors on your web pages longer and also keeps them coming back. When your audience remains engaged, they are more likely to absorb your ideas, understand your brand and explore your products and services.Just imagine a person stepping into your business office or storefront. What kind of experience would you like them to have? As more businesses and people transition to digital, giving users a positive impression when they step into your “Web Front” will have the same results.The UX packageWhat is UX? User experience is the interior decorating, the landscaping and/or the ambience of your “digital house…

A new report finds that retailers have room for improvement in email effectiveness

From the RSR/Coherent Path report All those young whippersnapper technologies can tout their flashy new features, but ol’ man email keeps delivering the goods.To find out how this venerable channel generates a ROI as high as 3,800 percent (per the Direct Marketing Association), market intelligence firm RSR (Retail Systems Research) authored a free report on “Measuring Email’s Effectiveness,” sponsored by email service provider Coherent Path.This study analyzed the email practices of 138 retailers — some of which are Coherent Path customers — on the Internet Retailer Top 500 list, based on every email sent by the retailers to an unknown or generic user from March 2016 to March of this year. The recipients were not subscribed to that retailer’s loyalty program, and the retailer knew nothing about their preferences. The emails were acquired through a third-party tool, MailCharts.[Read the full article on MarTech Today.]

via Marketing Land

A startup called June20 puts iPads on rails to bring online into physical stores

Retailers have been trying to bring together the information-rich world of their online stores with the touch-the-product advantages of their brick-and-mortar ones.This had led to kiosks, mobile apps that point to inventory in a physical store, and location-based offers, among other efforts. This week, a startup is launching a new and patent-pending approach: Put a tablet on rails.Called Converge, this is first offering from a Hayward, California-based company called June20. An iPad Pro is mounted on rails in a product aisle, and the customer can grab attached handles to move the tablet from product to product.The back camera picks up a small QR code near the product, triggering the display of related product info on the tablet. CEO and co-founder Paul Chapuis told me there are “no blank spaces” between the QR codes, so the tablet will show either one product or the other.[Read the full article on MarTech Today.]

via Marketing Land

Evolving past last-click attribution in paid search

“Better the devil you know than the devil you don’t.”That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration.DuringClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we surveyed 800 marketers on their greatest challenges. 36% cited maximizing return on their advertising spend, while an additional 24% consider “accurately attributing value to each marketing channel” to be their biggest struggle.From this, it’s clear that marketers want to go beyond last-click and adopt a more effective attribution model. But faced with more channels, more data and more opportunities to experiment than ever before, they don’t always know how to go about implementing one.Here are four takeaways from the webinar:1. Understanding the problemThe fact that marketers struggle with measurement isn’t surprising, given how many different channel…

Facebook’s ad revenue tops $10.1B as ad prices soar to offset supply slowdown

Neither political controversies nor measurement mishaps nor its own execs’ warnings have slowed Facebook’s advertising machine.Before Facebook was outed as a tool for Russian trolls to try to sway last year’s US presidential election, and before the company disclosed a series of measurement errors, its executives warned that Facebook’s advertising revenue growth would slow in the second half of 2017. But that has yet to (really) happen.[Read the full article on MarTech Today.]

via Marketing Land

How To Start Earning With Your Blog – A #ShoutersChat Recap

We all love pursuing our passion as our career. But we would also love to earn money from that passion and turn it into our profession.To all you lovely people who love to blog, we here at ShoutMeLoud are here to help you out.

Earning money can be a tedious task. But when you are following your passion, it can be very enjoyable. And once you start earning, believe me, there is no looking back. We want all of our shouters to have a clear picture of how to make money through their blogs.That’s why this weeks #ShoutersChat was:“How to start earning with your blog”We discussed everything that is important for a blogger to know about how to start earning from a blog.We covered various topics from how long it takes to start earning money to what the financial goals are for various bloggers by the end of 2017.Here is a recap of each question and the top answers by Shouters.Q1. After how long do you think one can start earning from his/her blog?From the Shouter’s community:I think it requires…

Marketing Day: P&G increasing ads again, AdTheorent’s new ‘cost per incremental visit’ model & how to fix Google Analytics’ Social channel

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:After slashing programmatic exposure, P&G began advertising on more sites this summer
Nov 2, 2017 by Ginny Marvin Between January and August 2017, P&G ran ads on 20% fewer sites year-over-year, according to a new report.AdTheorent introduces a ‘cost per incremental visit’ model for offline foot traffic
Nov 2, 2017 by Greg Sterling The company charges a negotiated flat fee for each visitor who wouldn’t have come in without the ad exposure.The Google Analytics Social channel is broken: Here’s how to fix it
Nov 2, 2017 by Mark Traphagen If it seems like Google Analytics isn’t showing you all your social media traffic, it might be time to make some tweaks. Columnist Mark Traphagen explains how to customize your Social channel to ensure nothing gets missed.3 tips to consider before resending that email
Nov 2, 2017 by Scott Heimes Don’t make …

The SEO ‘do more with less’ cookbook

“Do more with less.” How often in our careers have we heard that phrase? Ultimately, that statement always means there is a need to reduce budget while still maintaining growth (or, at a minimum, flat year-over-year performance).The good news is that in SEO, we are the kings and queens of “do more with less.” SEO professionals today are constantly competing against significantly larger teams — unless, of course, you are working at the online gorilla Amazon or in a top affiliate organization.Over the past 20 years working in SEO, I have worked in pureplay, omnichannel, startups and Fortune 500, and the cookbook for doing more with less contains the same recipe. Sure, the recipe may need to be modified at an ingredient level to increase servings, but the ingredients never change. What you should find in your cookbook for your “more with less” recipe is as follows:Pursue position gains for head terms.Maximize CTR (click-through rate).Expand long-tail keyword inventory.Maximize value from…

The four pillars of an effective SEO strategy

SEO can be complicated — in many cases, overcomplicated. How many ranking factors are involved in generating strong organic search results? Ten? Twenty? Thirty? Two hundred?A quick search for “SEO ranking factors” will give you all of these answers and myriad others. There is a lot of information out there. And the reality is, while there are likely hundreds of variables working together to determine final placement, much of what is suggested is guesswork. And certainly, not all ranking factors are relevant to every business.Point being, it is easy to get lost down an algorithmic rabbit hole. It’s information overload out there, and you can spend all your time on a research hamster wheel and achieve very little.In this article, I want to simplify things and outline the four main areas you should be focusing on with your SEO. Really, when it comes down to it, SEO is actually pretty simple at a strategic level.[Read the full article on Search Engine Land.]

via Marketing Land

Siri, Safari and Google Search: What does it mean for marketers?

Apple has recently made some significant changes to both Siri and Safari, with potentially far-reaching implications for digital marketers.First, Apple has announced that results for its AI-powered digital assistant, Siri, will now be provided by Google rather than Bing. This interesting development encompasses two of the most important areas of modern search marketing: voice search and mobile. As such, SEOs will be paying close attention to how this might affect their strategies and their reporting.The launch of the latest version of Apple’s Safari browser also brought with it controversial updates that could significantly impact the digital media industry. By introducing stringent new measures that will prevent third-party cookies from tracking Safari users for more than 24 hours, Apple has made a clear statement about the importance of consumer privacy.[Read the full article on Search Engine Land.]

via Marketing Land

Lessons from the front lines: How Dun & Bradstreet’s CMO cultivated an account-based approach

Dun & Bradstreet CMO Rishi Dave has developed a unique perspective as both a practitioner of account-based marketing (ABM) strategies and a provider of ABM solutions. Dun & Bradstreet, a provider of business data solutions for account-based marketers and other professionals, helps organizations build stronger relationships with its customers through the power of better data.Since joining Dun & Bradstreet three years ago, Dave has led an internal modernization of the marketing organization, including pushing his teams to partner with sales and product teams and go to market with an account-based approach.He recently shared his views and critical lessons learned with me. Following are highlights from our discussion:D&B CMO Rishi Dave [Read the full article on MarTech Today.]

via Marketing Land