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Showing posts from November 14, 2017
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Pinterest adds custom QR-like codes for businesses, more shoppable pins

I AM NIKOM / Shutterstock.com With more than 300 million visual searches performed on Pinterest each month, the company is looking to make its visual search platform more useful during the holiday shopping season.On Tuesday, Pinterest rolled out several new features designed to make it easier for people to find products to purchase through its platform, from QR-like codes for brands to append to product packaging to an influx of shoppable pins to its first mashup of visual and text search.Custom QR codes for businessesAfter adding support for QR codes in May 2017, Pinterest is rolling out its own version à laSnapchat and Messenger. Called Pincodes, the customized QR-like codes can be created by any business account and affixed anywhere, such as a product’s packaging in a retail store or a commercial on TV. After people scan the Pincodes using Pinterest’s in-app camera, the app will open to a business’s Pinterest profile or a specific Pinterest board it created, depending on what the bu…

Google’s ‘Physical Web’ loses the Chrome browser

Getting a URL by scanning a QR code. Photo from BKON Connect. A browser-based Physical Web has evaporated.The Physical Web was a Google trial where beacons broadcast their URLs to the Chrome browser.The main advantage over regular beacons — like Apple’s iBeacon — was that you didn’t need a supporting mobile app in order to see beacon-based local information.Instead, you could see website links from beacons supporting Google’s Eddystone URL protocol right in the Chrome browser. Introduced in 2014 by Google, the expressed concept was: “Walk up and use anything.” As the company noted on a web page with that heading:“Walk up and interact with any object — a parking meter, a toy, a poster — or location — a bus stop, a museum, a store — without installing an app first. Interactions are only a tap away. See web pages associated with the space around you. Choose the page most useful to you.But Google has pulled part of the plug on that vision.[Read the full article on MarTech Today.]

via Marke…

Forrester Wave report on web analytics: Adobe, AT Internet score top rank

They may not be the sexiest of marketing tools, but web analytics continue their essential role as the radar of websites.A new Wave report on this category from Forrester Research pegged the venerable Adobe Analytics in the highest category of Leaders, as well as the Bordeaux, France-based AT Internet Analytics Suite.The report, regularly available at a hefty fee for those who don’t subscribe to Forrester’s research service, is also available for free from Adobe and from AT Internet.Among the other evaluated vendors, IBM and Google placed in the second highest category of Strong Performers, while Webtrekk, Mixpanel and Cooladata were judged as Contenders. No vendor was in the lowest category of Challengers.[Read the full article on MarTech Today.]

via Marketing Land

Forrester predicts 80% of companies will fail to comply with GDPR in 2018

Forrester has released a report outlining its 2018 predictions around the trends and technology that are most likely to impact businesses in the coming year. Among the forecasts listed in the “Predictions 2018: A Year of Reckoning” report, the research firm claims 80 percent of companies will not comply with GDPR (the General Data Protection Regulation).The report says that 50 percent of the companies not complying will do so willingly after weighing the cost and risk benefits of meeting GDPR standards.“Of those non-compliant firms, 50 percent will intentionally not comply — meaning they have weighed the cost and risk and are taking a path that presents the best position for their firms,” writes Forrester in the report.Based on its collective research and data, Forrester’s report includes a total of 13 predictions that span various industry trends, from upcoming artificial intelligence (AI) and blockchain initiatives to GDPR, CX standards and digital transformation.There are a number …

Killer demand gen strategy, Part 2: Google Display Network targeting

This is Part 2 of my blog series on crafting and executing killer demand gen strategies.In Part 1, I discussed building out various personas to target, as well as how to craft the right creative. Now let’s chat through how to actually target these personas!Both Google Display Network and Facebook have great audience targeting capabilities that allow you to get in front of your target audiences and the personas you have built out. Full disclosure: I was planning to wrap the GDN and Facebook together for this post, but both have so many features that they warrant their own edition.So let’s dive into how to target your personas and audiences on the GDN, and save Facebook for Part 3.Keyword contextual targeting (KCT)Keyword contextual targeting is where you bid on keywords and Google will match you to pages relevant to your terms. You’ll notice two options when it comes to KCT:Content – shows ads on relevant webpages, etc.Audience – with this option, the ad will show on relevant pages and

How customer identity brings the ‘wow factor’ back to Black Friday

Anticipating the competition, debating game-day strategies, persevering amid utter exhaustion — the rivalry among Black Friday shoppers makes end-of-season college football matchups seem tame.This year, however, looks to be a real game-changer for retailers hoping to win big on the traditional kickoff to the holiday shopping season. Only 35 percent of US consumers who plan to shop over Thanksgiving weekend will do so on Black Friday — a significant decrease from 51 percent last year and 59 percent in 2015, according to consultancy PricewaterhouseCoopers. And this is at a time when personal income is climbing, consumer confidence is strong and overall holiday sales growth is predicted to rise as much as 4.5 percent, according to Deloitte.It appears as if people have better things to do than shop. Outdoor retailer REI is banking on it. For the third year in a row, REI is shutting down its stores and website commerce on Black Friday as part of its #OptOutside campaign, demonstrating its …

How to use your data to supercharge paid search

In today’s marketing climate, data is key. Indeed, more data is generated in a 24-hour period than ever before, with 2.5 quintillion bytes of data being created daily across the globe (IBM, 2017).The challenge lies in being able to harness this data to optimize marketing activities. After all, without an understanding of what your customers are doing, it is almost impossible to increase conversions and ROI.One of the key channels for marketers is paid search. Indeed, this is rapidly becoming the most powerful digital marketing channel, with over 2.3 million searches occurring per day. With all these interactions, marketers are paying a premium to get their brand, reflected in the fact that pay-per-click advertising costs are sky rocketing.Marketers can gain visibility on their paid search activities, and overcome the rising cost of customer acquisition and retention in this channel, by taking control of their customer data.In my previous article on how to stop Google AdWords campaigns…

LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns

LinkedIn is giving businesses new ways to solicit people for their information through ads on the business-centric social network.In April, LinkedIn debuted Lead Gen Forms, enabling advertisers to ask for information like their names, email addresses and company names through Sponsored Content ads. Now, the Microsoft-owned company is extending these forms to its Sponsored InMail ad format and allowing brands to add their own questions. It is also letting brands collect leads through Dynamic Ads campaigns.Lead Gen Forms for Sponsored InMailLead Gen Forms attached to Sponsored InMail campaigns will roll out to all advertisers this week and work the same as the original Sponsored Content version, with no added cost to the advertiser for attaching them to an ad. When people open the message a business paid to place in their LinkedIn inbox, a brand can augment the message with a request for information from the person’s LinkedIn profile, including their name, email address, job title and c…

8 game-changing SEO trends that will dominate 2018

With over 200 factors in Google’s algorithm, SEO is a complex science. But it’s not how much you need to know that makes it really challenging — it’s the ever-changing nature of the rules of the game.As search engines strive to improve the quality of search results, some ranking factors shift shapes, others fall into oblivion, and completely new ones arise out of nowhere. To help you stay ahead of the game in 2018, here’s a list of the most prominent trends that are gaining momentum, with tips on how you can prepare for each.1. The rise of SERP featuresAre you assuming a #1 organic ranking is the way to get as much traffic as possible? Think again. Increasingly, SERP features (local packs, Knowledge panels, featured snippets and so on) are stealing searchers’ attention and clicks from organic listings.And it’s only fair if you consider the evolution the Google SERP has been through. It has gone all the way from “10 blue links”…… to something that makes you feel like you’re part of a B…

Think calls are dying, the data says they’re not

Old retro red telephone on table with vintage green pastel background Calls are dying, the conventional wisdom goes. Nobody wants to talk on the phone anymore.Overall, volumes may be down because of alternative channels (messaging, text, chat, email, social media) and millennials may tell surveys that they never want to talk on the phone with anyone. But the reality is something quite different.In many contexts call volumes are growing. Significantly, that includes Black Friday weekend. Two recent studies, across a wide range of industries, confirm an increase of shopping-related calls over the all-important post-Thanksgiving holiday shopping period.A study by CallRail found triple-digit call volume increases on Black Friday, Cyber Monday and Green Monday:Our analysis reveals that call volume on both Black Friday and Cyber Monday has more than doubled year-over-year. Black Friday call volume increased by 107.32 percent, while Cyber Monday call volume increased 110.75 percent from 2015 …

Marketing Day: Dynamic content, Snapchat ad news & social algorithms

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:7 ways to use dynamic content and multiply your conversions.
Nov 13, 2017 by Digital Marketing Depot
Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.Snapchat now lets brands link Sponsored Lens, Geofilter ads to their sites
Nov 13, 2017 by Tim Peterson
Snapchat is opening up its most brand-friendly formats to sales-minded marketers.Here’s how international firm Bynder is gearing up for GDPR
Nov 13, 2017 by Barry Levine
The digital asset management firm, headquartered in Amsterdam but with a major US presence, sees GDPR as a competitive advantage as well as an obligation.Keurig and the challenges of remaining non-partisan in a polarized mar…

7 ways to use dynamic content and multiply your conversions.

Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.So, how can marketers meet the high demand for super-personalized communications? The answer lies in dynamic content.In this free guide, see seven simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way.Grab your copy to find out:how top brands like Netflix and Amazon use dynamic content.the marketing automation features that enable you to deliver personalized experiences.ways to personalize your emails, landing pages, forms, pop-ups and more using dynamic content.Visit Digital Marketing Depot to download “7 Easy Ways to Multiply Your Conversions.”

via Marketing Land