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Showing posts from November 9, 2017
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Facebook announces ‘Community Boost’ local training sessions for SMBs and workers

Facebook has been holding half-day and day-long digital marketing training sessions (“Boost Your Business“) for small businesses (SMBs) over the past several years. Today, the company is announcing an expanded program for local businesses and workers called “Facebook Community Boost.”The company says the intention is to “help US small businesses grow and to equip more people with the digital skills they need to compete in the new economy.” The program will be held in 30 US cities, including Houston, St. Louis, Albuquerque and Des Moines, among others. It plans to involve local organizations to offer a range “digital skills training” and entrepreneurial advice.The curriculum has yet to be fully worked out, according to Facebook. The earlier program, “Boost Your Business,” has reportedly reached or trained over 60,000 US small and medium-sized businesses. Along with today’s announcement, Facebook released some survey data on small business success using the platform:70 percent of small …

15 ways to ride the audience wave

Marketers universally think of audiences when buying media and advertising. In search marketing, however, audiences have traditionally been ignored because they weren’t always available as targetable entities, but they are now.If you aren’t riding the wave of targeting options that revolve around audiences, you’re both wasting budget and missing out on what might be your most profitable targeting strategy. This article will bring you up to speed by walking you through 15 audience targeting levers that you should be experimenting with.Beginning with GoogleWhile Bing and other search engines provide audience targeting for users of their paid advertising platforms, Google — with about 65 percent of search market share — is probably your main concern, so let’s start there. (Besides, Google has released a lot of targeting options recently, and many of these are not truly appreciated or understood.)Because so many of you SEM practitioners are managing everything you have access to through t…

Startup Mobius Network launches ‘Stripe-like’ API for blockchain access

As blockchain technology settles into becoming the backbone of a new software ecosystem, startups are beginning to work out ways of tying the new frontier to the old world.One such startup, San Francisco-based Mobius Network, has recently launched a universal API that connects any application, website, web application, device or data source to a blockchain.The offering is one of the first that can give marketers’ sites or applications ready access to blockchain-based tokens for customer rewards, and to blockchain-recorded transactional transparency.CEO and co-founder David Gobaud told me he undertook this startup because, when he was developing a game, he envisioned utilizing blockchain-based tokens. But, he said, it required setting up “a massive infrastructure, [and] we get rid of that.”[Read the full article on MarTech Today.]

via Marketing Land

Janrain to Gigya customers: Come aboard

Janrain is asking Gigya’s customers to jump ship.The two companies have been key competitors in the space of cloud-based customer identity and access management, or CIAM. But in September, SAP bought Gigya for its marketing and e-commerce platform, raising questions about how the end of Gigya’s status as a standalone provider of customer identity would affect its positioning.Now, Janrain is picking up on that vulnerability with a new migration program specifically designed for Gigya “customers concerned how the SAP acquisition will affect the functionality, integration, support and other services.” It offers a complimentary standard migration package and cost savings in first-year annual recurring fees.“We’ve been the two [main CIAM players] in the cloud space for some time,” Janrain CEO Jim Kaskade told me.Now, he said, the acquisition means that “Gigya is absolutely no longer an independent broker, and it will look how to take advantage of the synergy” with the SAP platform.[Read th…

Report: Mobile users start with social apps, then move on to browsers and search

Verto Analytics in a new report identifies key digital consumer trends. Among them, the company reports consumer time with digital media has “stabilized,” but the distribution of time has shifted.Time with social media sites and apps has declined slightly, and time spent with mobile gaming apps is flat. News and weather apps have lost engagement, while entertainment (e.g., Netflix), shopping and lifestyle apps have gained. Overall, Verto says user digital time and attention are further fragmenting.The mobile-specific observations in the report are focused on two related trends: multitasking and a sequenced pattern of app usage Verto calls “consumer mobile journeys.” Verto defines multitasking as the usage of multiple apps during a single smartphone session, not necessarily overlapping usage. The company now says that “the daily number of consumers who engage with more than four apps per mobile device session has increased by 10 percent, from 121 million to 143 million adults.”Verto al…

Image optimization 101: How to rank higher in image search

SEO is not only about optimizing written content.The increasing dominance of visual content online has brought with it new opportunities for increasing a site’s search traffic by optimizing videos and images.Optimizing your images gives your website an additional chance to be found via image search, and a good logo or some eye-catching graphics can be just as effective at attracting visitors to your website as your written content.But even if you’re highly familiar with optimizing written content for search, you may not know where to begin with optimizing images. What factors do you need to bear in mind? Does keyword usage still apply?In this guide, we’ll take you through everything you need to know about optimizing for image search.N.B.: This is an updated version of a guide by Dave Davies that we originally published in 2013: Image Optimization: How to Rank on Image SearchImage sizeThe size of your images can have a big impact on your overall site speed (which is an important search…

On Page SEO For Your Blog – A #ShoutersChat Recap

When you create a blog, you need to optimize it for search engines. This will help you get constant traffic of relevant people who would love to be part of your community and be a regular reader of your blog.If you implement SEO strategies the right way, you will yourself see a boost in your blog’s traffic and an improvement in your search engine results.On-Page SEO takes into consideration all the aspects of a webpage so as to provide you a better ranking in search results. Working online can be a little more tricky, so we here at ShoutMeLoud are there to guide you through so that you can improve your blog’s online search ranking.That’s why this week’s #ShoutersChat was about: “On-Page SEO for your blog”We discussed everything about On-Page SEO. This made people more aware of the need to optimize their blog.Here is a recap of each question and the top answers by Shouters.Q1. What are the first steps you do to optimize a new blog for On-Page SEO?From the Shouter community:A1: Fix Perm…

Pew Research Center says 45% of Americans get their news from Facebook

During the past year, the number of Americans getting at least a portion of their news from social media sites has increased from 62 percent in 2016 to 67 percent in 2017.The findings are part of a survey conducted via phone by the Pew Research Center, polling 4,971 Americans to determine which social media sites they most often turn to for news content.Because of its overall reach, Facebook is the most popular social platform for US adults who get news from a social media site. With 66 percent of Americans using Facebook, Pew Research Center says 45 percent of US adults get at least some of their news from the site.The survey found that of the 45 percent turning to Facebook for news content, half claim it is the only social platform they are using for news.Following Facebook, the second leading social media site for news was YouTube, with 18 percent of Americans getting their news from Google’s video platform.Because of its smaller user base, Twitter ranked third in terms of social …

Marketing Day: Instagram news, holiday personalization strategies & Twitter’s ad subscription program

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:Instagram removes 24-hour recency requirement for photos, videos posted to Stories
Nov 8, 2017 by Tim Peterson
Unlike with Snapchat’s Stories, with Instagram’s Stories people and brands can mask if a post is old.Why real human users are the key to the best links for you
Nov 8, 2017 by Julie Joyce
Overthinking metrics? Julie Joyce explains why real human users are the key to modern-day link awesomeness.The subtle ways advertisers target audiences — and why they shouldn’t
Nov 8, 2017 by Mark Williams
Targeting based on ethnicity and social contructs is both outdated and ineffective. Contributor Mark Williams discusses how affinity and retargeting are the way forward for today’s marketers.Taking in the moments: How holiday shopping can help retailers reshape their personalization strategies
Nov 8, 2017 by Rohit Gupta
With the holiday shopping fren…

Instagram removes 24-hour recency requirement for photos, videos posted to Stories

People can now upload any photo or video from their phones’ camera rolls to their Instagram Stories, no matter whether it was taken an hour ago or a week ago.When Instagram launched its version of Snapchat’s ephemeral Stories format in August 2016, people could post any photo or video they had taken and saved to their phones’ camera rolls within the past 24 hours. Now the Facebook-owned photo-and-video app has removed that recency requirement (Stories themselves still disappear after 24 hours). Opening up Stories to full photo and video libraries should make it easier for people to fill up their Stories but could also result in Stories feeling less in-the-moment.For brands, Instagram’s move allows for more pre-produced Story posts without any obvious drawbacks like on Snapchat.In July 2016, Snapchat similarly allowed people to upload photos and videos from their camera rolls to Stories, regardless of when they were taken. But Snapchat adds a white border to those posts and a label tha…

Why real human users are the key to the best links for you

Let me begin by stating that I do not put an enormous emphasis on SEO when I’m training a link builder. Generally speaking, my team of link builders knows the basics of SEO, but they’ve been taught that they can’t rely on metrics alone in order to judge whether a link is going to be good or bad for our clients. My background is in general and technical SEO, but I realized early on that for the work we usually do at my agency, most of what I knew didn’t really apply — at least, not in a very significant way.Of course, if you’re doing high-level analysis of any sort, you do need to have a great deal of SEO knowledge. The reason I don’t train anyone to do this (on an advanced level) is that I don’t want them to ever lose their ability to think like humans. Though they must run all link-building activities by me for approval, I still trust my link builders to do good work on their own — and they don’t disappoint.[Read the full article on Search Engine Land.]

via Marketing Land

The subtle ways advertisers target audiences — and why they shouldn’t

In the early days of advertising, the goal was to appeal to most people. With the right frequency and messaging, advertisers believed a brand would stick in the consciousness of the audience, eventually driving them to take action, such as a purchase, and ideally become a lifetime customer or subscriber. As advertising capabilities evolved, marketing teams sought to segment audiences and reduce wasted impressions by targeting specific groups with specific messages.Targeting started in simpler forms. For example, an automaker aired a family-friendly car commercial during soap operas and a sports car during late-night TV. By the 1960s, more brands asked ad agencies to target minority groups, a focus that was previously rare.To do so, agencies tested new creative to learn what resonated with specific ethnic groups, basing strategies on the Burrell Method by ethnic micro-targeting. This ranged from the Lorillard campaign for Kool Menthol Cigarettes that targeted African-Americans and feat…