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Showing posts from November 30, 2017
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Report: Google to reabsorb Nest to better compete with Amazon in smart home market

According to a report in The Wall Street Journal, Google is considering bringing its smart home device unit, Nest, back under the Google umbrella. Nest was acquired in January 2014 for roughly $3.2 billion.Nest became part of Google’s “other bets” when the company formed Alphabet in 2015 and separated its other lines of business. In its most recent earnings report, the company said that “other bets” collectively brought in $302 million (vs. $197 million a year ago). Analysts believe a meaningful chunk of that belongs to Nest.The rationale behind the potential reintegration is that the Nest team and Google teams could work more closely to develop more tightly integrated products. In addition, there are manufacturing and distribution synergies from the recombination.The analyst consensus is that Nest has underperformed relative to its potential and early promise. It’s now just one among many dozens of home automation companies. But as Google pushes Google Home as the gateway to smart ho…

Choosing an enterprise SEO platform

With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns.More specifically, managing SEO through an enterprise toolset can provide the following benefits:Many tools, one interface — enterprise SEO platforms perform many tasks in one system.More efficient management of global operations with built-in diagnostics that can identify sitewide issues across languages, countries or regions.The ability to stay up to date with the search engine algorithm changes and their impact on ranking factors.Automated reporting to provide data in near-real time.If you are considering licensing an SEO software tool, MarTech Today’s “Enterprise SEO Platforms: A Marketer’s Guide” will help you deci…

How to Embed the Facebook Customer Chat Widget in your Website

Looking for a simple and free alternative to popular live chat software like Intercom or Zendesk chat? Well, the new customer chat widget from Facebook Messenger is here and anyone can embed these widgets on their website to engage with visitors in real time.Facebook Customer Chat widget, if you are new, lets people chat with businesses without leaving the website. The widget works on both desktop computers and mobile phones. The business owner needs a Facebook Page and all the visitor needs is a regular Facebook account.There’s no learning curve or complex installation. The visitor clicks the Facebook icon on your web page, type their message and you (the business owner) get an instant notification on your Facebook Page. If you are online, you can carry on the conversation with the visitor on the Facebook website or inside the Facebook Pages Manager app on your phone.If you would like to give Facebook Customer Chat a try, go to Digital Inspiration, wait for the page to load and click…

Facebook halts advertisers from using targeting to exclude racial groups

Tell me if you’ve heard this one before: Facebook is disabling some ad-targeting options because it’s been revealed how those those options can be used to discriminate against people.First, some backstory. A little over a year ago, Facebook came under fire for enabling advertisers to skirt federal housing laws and use its quasi-racial ad-targeting options to discriminate against people based on ethnicity (African American, Asian American and Hispanic). Then, earlier this year, Facebook said that it would institute a system to reject housing-, employment- or credit-related ads that exclude racial groups. However, last week, ProPublica revealed that system to be porous. In response, Facebook is temporarily disabling advertisers from using its multicultural affinity ad targeting options to exclude people in those segments from seeing an ad.“ProPublica recently found that safeguards we put in place earlier this year were not as comprehensive as they should have been. This was a failure in…

What are sitelinks and how can I get them?

Back in 2015, we published an article entitled ‘How do I get sitelinks to appear in my site’s search results?’ which looked at how to get the hallowed set of additional links which can appear beneath your website’s SERP listing, known as ‘sitelinks’.At the time of publication, this was all up-to-the-minute, cutting-edge information. However, since then, Google has made a change to the way that Search Console handles sitelinks, making our invaluable words of wisdom sadly outdated.As a result, we’ve written up this refreshed and revised guide containing everything you need to know about sitelinks and how you can give yourself the best chance of getting them.What are sitelinks?As I hinted at in the introduction just now, sitelinks are additional links which appear beneath the main URL for a brand or publisher when you search for it on Google. They deep link to other pages within your site, and are designed by Google to “help users navigate your site”.N.B.: These are not to be confused wi…

What Snapchat’s major redesign and algorithmic feed means for marketers

Snapchat is putting up a wall between content from people’s friends and content from everyone else — including organic Stories from brands and other media — in a major redesign of the mobile app unveiled on Wednesday that will roll out over a number of weeks.The redesigned Snapchat does away with the Stories tab and divvies it up between a friends-only feed of Stories and private messages and an everyone-else feed of Snapchat-curated Stories from celebrities and publishers as well as the app’s original shows and Our Stories collections.The Friends tab replaces the Chat tab that had lived on the left side of the app, and the everyone-else Discover tab merges the previously separate Stories and Discover tabs into a single tab on the right side. Advertisers will be able to reach people through both feeds, though the ways in which brands — as well as publishers and influencers — can organically reach people on Snapchat is changing.Friends tabSnapchat’s new Friends tab closely mirrors its …

Marketing Day: AI marketing guide, display ad forecasts & GDPR enforcement

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:The changing SERP: Understanding and adapting to dynamic search results
Nov 29, 2017 by Jim Yu Search results have become more personalized and dynamic over the years, creating a more challenging SEO environment for search and content marketers. But columnist Jim Yu shows how these changes can create opportunities for those willing to do the work.Retailers, software might be eating your lunch, but it won’t eat everything
Nov 29, 2017 by Chuck Moran
With closures and tech shifts, it looks like hard times for brick-and-mortar retailers. But columnist Chuck Moran says they need to take a page from digital advertising and understand that the human touch still matters.The CMO’s guide to AI’s marketing impact for 2018
Nov 29, 2017 by Andy Betts
Though AI in marketing is still an intangible concept for many CMOs, it will be here before you know it. Co…

The changing SERP: Understanding and adapting to dynamic search results

Consumer search behaviors are changing rapidly. According to a recent report from BrightEdge (disclaimer: my employer), 57 percent of searches now begin with a mobile device, and last year Google revealed that voice search has increased to about 20 percent of all Google mobile search queries.And of course, Google is constantly adjusting their SERP layout in order to better align with a searcher’s context and expectations. Consumers now expect to see rich content in SERPs that includes not just standard text listings, but video, images, local map results, featured snippets and more. The standard organic listings themselves also sometimes feature rich snippets, which enhance the listing by presenting information in a way that is easy to scan and often visually appealing.[Read the full article on Search Engine Land.]

via Marketing Land

Retailers, software might be eating your lunch, but it won’t eat everything

Run for cover! The “Retail Armageddon” is upon us. At least, that is, if we’re to believe all of the business pub headlines this holiday season. No doubt, things definitely appear to be at their most dire when you’re strolling through the mall, bopping along to “Jingle Bells” and passing shuttered storefront after shuttered storefront. Macy’s, Sears, The Limited, Wet Seal, Radio Shack — the list of major retailers that are closing locations or cashing in their chips altogether seems to go on and on.It’s an objectively scary time for brick-and-mortar retailers. This disruption is the acceleration of a shift years in the making, as consumer shopping behavior has continued to move online and as the Amazon behemoth has continued to swallow market share in retail sector after retail sector.No matter your industry — financial services, hospitality, transportation, you name it — there’s an overarching sense that Silicon Valley is coming to eat your lunch. Right now, that’s particularly the …

The CMO’s guide to AI’s marketing impact for 2018

Given the rate of Artificial Intelligence dollars flowing into R&D — more than $30 billion a year — I think it’s safe to say we’ll be looking at a proliferation of AI-based tools in the very near future.It’s entirely possible that we’ll see this same volume of AI tech with applications in marketing in the near future as well, but many CMOs are not for it… not yet, anyway. Recent studies by both the McKinsey Global Institute (PDF) and MIT/Boston Consulting Group reported that only about 20 percent of companies have implemented AI technology in a meaningful way.The potential of AI in marketing is still largely abstract, but that’s okay. You don’t need to have it all figured out in the next quarter.In this article, we’ll take a look at the AI opportunities and work through some steps you can take today to get in position for the AI proliferation of tomorrow.[Read the full article on MarTech Today.]

via Marketing Land

Forecast: US display advertising to grow 70% by 2021, with social and mobile drivers

Forrester Research is out with its new US display advertising forecast through 2021. The firm says that mobile, video and social media advertising will grow and that more conventional online display advertising will suffer in part because of viewability, brand safety, fraud and other issues.Forrester also argues that Amazon will “steal market share” from Google and Facebook.The firm contends that social media ad spending will grow to $40 billion by 2021 and that social will grab the bulk of online display ad revenue, with much of that growth accruing to Facebook. Mobile advertising, with emphasis on in-app video, will be the primary growth engine of non-social display advertising during the forecast period.Source: Forrester data and forecasts (2017)Forrester says the majority of mobile display spending (“close to two out of every three mobile ad dollars”) will be in-app. That will also benefit Facebook and Google, which together control eight out of the top 10 apps in the US.The repor…