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Showing posts from November 10, 2017

Adobe launches Launch, its next-gen tag management platform

Adobe is out this week with its next-generation tag management platform.Called Launch and built into the Adobe Cloud Platform, it is based on technology acquired when the tech giant bought a tag management technology called Satellite in 2013. Launch was announced as a beta release at Adobe Summit in March, and it’s now out in general release.Adobe Product Marketing Manager Jon Viray told me that the previous Adobe tag management offering, called Dynamic Tag Management or DTM, is primarily designed for providing page tags for Adobe’s tools. Users could add third-party marketing tools to DTM by adding the necessary JavaScript, he said, but they were limited in how much functionality was available.[Read the full article on MarTech Today.]

via Marketing Land

AppNexus, Tru Optik offer first partnership between an OTT SSP and a DMP

Step by step, internet-based TV programs are becoming full-fledged citizens of the digital ad ecosystem.The latest step is a partnership announced this week between ad platform AppNexus’s existing Connected TV marketplace and Over-the-Top (OTT) data management platform (DMP) Tru Optik’s OTT Marketing Cloud.The companies say it creates the first OTT Supply Side Platform (SSP) where inventory holders — that is, publishers and networks — can offer validated audience segments to advertisers in a private marketplace. Tru Optik’s DMP provides more than 10,000 audience segments, such as males 18-34.Tru Optik CEO and co-founder Andre Swanston told me that this partnership is not only AppNexus’s first partnership with an OTT DMP, but the first by any SSP with an OTT DMP.[Read the full article on MarTech Today.]

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How are you changing your content marketing program in 2018?

We’re in the end of 2017, cruising into the all-important holiday season, and you’re probably focused on closing out the year on a strong note. However, have you started thinking about your 2018 program? How are you changing your content marketing program next year?It’s important to review, reflect and strategize based on this year’s results. If you stick with the same program or plan from year to year, you may miss an opportunity to grow. What do you think is coming? And how will you change your approach to content marketing next year?How is content changing for 2018?Here are the changes I predict we’ll see in the new year.Video is required nowVideo content is huge, and it’s going to keep getting bigger. Video is more engaging than standard text, or even images. Video catches attention and increases engagement significantly.If you’re not already producing video for your business, you’re very likely behind the competition. It’s time to add video to the content marketing mix.Video work…

What factors should you consider before choosing a web crawler tool?

The goal of any business serious about SEO is for prospective customers to find them through search. The reason is simple: these leads are more qualified, and are already looking for what the business has to offer.But SEO is a many-headed beast. There are just too many rules, guidelines and things to look out for. From off-page elements to on-page elements, covering all aspects of SEO can easily become a Herculean task, especially when dealing with large websites.That is why a tool that crawls your website on a regular basis and brings back reports on what needs to be fixed is a must-have.A good web crawler tool helps you understand how efficient your website is from a search engine’s point of view. The crawler basically takes search engine ranking factors and checks your site against the list one by one. By identifying these problems and working on them, you can ultimately improve your website’s search performance.Before, webmasters had to perform these tasks manually, usually using …

Facebook will disable ‘Like’ button in third-party mobile apps

Three years after Facebook rolled out a version of its “Like” button for developers to feature in their mobile apps, the company is shutting it down.Starting on February 6, 2018, the native “Like” button embedded in third-party iOS and Android apps will no longer work, the company announced to developers earlier this week.As a result, people will not be able to tap a button in a brand’s app to “like” its Facebook page or an article in a publisher’s app to help boost its reach in Facebook’s news feed. However, developers can opt to create their own buttons within their apps that link to their Facebook Pages so that people can tap those buttons to open Facebook’s app or mobile site to the developer’s Page and “like” it, said a Facebook spokesperson.It’s unclear how widely adopted Facebook’s native “Like” button was among mobile apps and the extent to which that played a role in the company’s decision to deprecate.“We’re continuously evaluating how to best serve our developer community. …

ProWritingAid: The Complete Editing Tool For Writing Better Content

One of the biggest mistakes you can make as a writer is to think your work does not need editing.Whether you’ve been writing for 20 years or 2 years, the fact is your work can still be improved. Even best-selling authors like Stephen King and J.K. Rowling rely on editors before publishing their work to the masses.For the rest of us who can’t afford professional editors, there are free editing tools like Grammarly, Hemingway, Ginger, or the built-in grammar checker in Microsoft Word.These tools are great for catching major grammar and spelling errors.But what if you want to really learn the rules of writing and not just blindly accept corrections from an app? Is it possible that such a basic editing tool could help correct your mistakes and help you understand where the mistakes lie?For this, look no further than ProWritingAid.ProWritingAid – Powerful Editor For WritersThis robust tool is more than just your average grammar checker. It not only scans your work for typos but also tells …

Marketing Day: Amazon pop-up stores, Facebook’s ‘Community Boost’ programs & 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:5 surprising paid-search insights to help you win the holidays
Nov 9, 2017 by Christi Olson
The holiday season is crucial to many paid search advertisers, so how can you make the most of it? Columnist Christi Olson shares some insights and tips to improve your paid search performance. Amazon to launch pop-up stores in specific Whole Foods markets
Nov 9, 2017 by Greg Sterling
The company will also have Alexa and Kindle products in roughly 100 Whole Foods markets across the country. The cozy life of the mobile ad fraudster and how legit marketers can disrupt it
Nov 9, 2017 by Mike Thomas
Ad digital ad fraud gains steam on mobile, columnist Michael Thomas discusses the implications for marketers and the collaborative steps we need to take to come up with a solution. Local SEO: Driving customer actions for enterprise-level brands
Nov 9, 2017 by Tho…

5 surprising paid-search insights to help you win the holidays

Whether you are ready or not, here come the holidays! Black Friday is only three Fridays away, and it — along with the holiday season more generally — is one of the best times of year to get your products in front of the millions of shoppers searching for the right gift at the right price.Recently, my colleagues at Bing Ads and Merkle led an enlightening presentation on strategies for making the most of your paid search campaigns this holiday season. And they shared a few insights that may surprise you.[Read the full article on Search Engine Land.]

via Marketing Land

Amazon to launch pop-up stores in specific Whole Foods markets

Even as companies such as Deloitte argue that more buying will happen online than in stores this holiday season, the value of stores remains clear. That’s partly why Amazon paid nearly $14 billion for Whole Foods earlier this year and why the company is seeking to launch holiday shops in selected markets across the US.In a press release, Amazon said today that Whole Foods customers in 100 stores will be able to shop for Alexa and Kindle devices. Special pop-up stores will open in several markets: Chicago, Illinois; Rochester Hills, Michigan; Davie, Florida; Pasadena, California; and Denver, Colorado. Amazon personnel in these pop-up shops will also be promoting Prime and Prime-related services.In addition, Amazon is rolling out Amazon Lockers in some Whole Foods locations.Whether or not customers ultimately buy Alexa devices online or in stores, the ability to see and examine them in person will undoubtedly boost sales. It’s very hard to argue that Apple would be as successful as it i…

The cozy life of the mobile ad fraudster and how legit marketers can disrupt it

If you’ve been a member of the digital marketing industry, read any marketing publications, dialed into any partner calls, attended any relevant conferences and so on, I’m sure you’ve come across the industry’s hottest topic: fraud.Year over year, this topic has become synchronous with the industry, and it’s now just another talking point alongside monthly budget, KPIs and header bidding. A lot of great conversations are being had by resident experts surrounding fraud, and in turn, there are a lot of great articles and webinars to help marketers try to combat the “f” word.While digital ad fraud isn’t a new issue, it has recently picked up traction on mobile, as more and more consumers are spending endless hours on their smartphones and tablets. This younger channel is great for marketers because it provides advertisers with unprecedented opportunities to reach their desired audiences.[Read the full article on MarTech Today.]

via Marketing Land

Local SEO: Driving customer actions for enterprise-level brands

Local SEO drives customer actions for businesses of every size, from local mom-and-pop shops to large companies with multiple locations. Local SEO is the new storefront, as search is now consumers’ top choice for finding local businesses.Local is a strategic investment within your sales funnel; it impacts your organic search strategy, content marketing efforts and paid advertising investments. It ensures overall marketing effectiveness. But how do you maintain and continue to drive action for local businesses, and even enterprise brands with multiple locations?[Read the full article on Search Engine Land.]

via Marketing Land

Unlock the power of 1st and 3rd party data

First-party data is what a company generates through interactions with their customers. It can include transaction data, website visitation, marketing, Customer Relationship Management (CRM) data and more.All of these data sources can and should be used to inform your understanding of who your existing customers are and how to attract new ones. But, for all of its value, first-party data alone cannot be relied on to single-handedly drive the most optimized campaign strategy.The combination of first and third-party data delivers a one-two marketing punch that gives marketers a powerful view into the interests, preferences, affinities and behaviors of customers and prospects alike. In this white paper from Oracle, marketers can learn how to leverage both types of data into one powerful combination that drives real results with customers.Visit Digital Marketing Depot to download “Understanding the value of combining first and third-party data.”

via Marketing Land