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Showing posts from December 1, 2017

Swrve adds support for OTT TV apps

Despite its name, Swrve hasn’t swerved in its evolution from its origins as a marketing and engagement platform for apps.Instead, it’s taken a series of steps toward its positioning as a customer interaction platform. In 2014, for instance, it added support for iBeacons, which are usually paired with apps. Later that year, Swrve declared itself an open platform that would play nice with others, and it now offers functional integrations with nearly three dozen platforms like Salesforce and Marketo.And, earlier this year, it announced that its full integration with Oracle’s Eloqua campaign tool added in-app analytics, testing, targeting and messaging to that platform.This week, the San Francisco-based Swrve is expanding its scope again, announcing that it will now support analytics, testing, marketing and engagement for several over-the-top (OTT) TV platforms — Apple TV, Roku, Android TV, Amazon Fire TV and Chromecast.[Read the full article on MarTech Today.]

via Marketing Land

The influence of affluence: How to leverage the ‘Affluencers’

If you subscribe to even a handful of marketing and advertising publications and blogs, you’ve no doubt been seeing a lot of articles, listicles, how-tos and case studies lately about influencer marketing. That’s because influencer marketing is the fastest-growing online marketing channel — faster than paid search, affiliate marketing and even display advertising. There are many factors in how we’ve gotten here.In search of influencersFirst, there’s the well-documented fragmentation of media and the decline of the traditional mass media outlets. Reaching consumers has never been more complex, complicated and challenging. And it’s not getting any easier.There’s also the rise of digital audience buying and the commensurate emergence of the myriad transparency and quality issues with regard to the media supply chain. Programmatic has made it easy to buy tens of millions of impressions while making it difficult to know if any of these impressions actually reach a real person. Estimates of…

How the end of net neutrality could affect online marketing

The impact on digital marketing from the elimination of net neutrality will be “profound.”That’s according to Ryan Singel, a fellow at Stanford Law School’s Center for Internet and Society and an expert on net neutrality.If the proposal from Federal Communications Commission (FCC) chairman Ajit Pai is approved at the agency’s December 14 meeting, the way the internet has operated since it began as a public communications service in the mid-90s will fundamentally change.Since that beginning, analyst David Raab pointed out, “it’s been a very level playing field in terms of access.” Your blog and CBS’s have the same ability to reach users, without giant organizations receiving preference or pricing advantages as they do in TV or print distribution.The basic principle, Stanford law professor Barbara van Schewick wrote recently on Medium, is that Internet Service Providers (ISPs) “don’t get to pick winners and losers on the Internet.”This, she noted, has been “a well-oiled free market at w…

4 challenges franchises face when creating digital marketing strategies

One of the biggest challenges facing a franchisee’s growth is their ability to execute a winning digital marketing strategy that is unfettered by a franchiser.A struggle often exists between a franchiser’s need to control their brand, and a franchisee’s desire to market their business through their own strategies.According to Jason Decker of Search Engine Land, franchises are failing at:Managing all the local business listings of franchiseesDeveloping unique content for locations and their location pagesMonitoring and engaging with customer reviewsFrom poorly managed PPC campaigns, to a general lack of digital marketing expertise by franchisees, let’s take a closer look at how you can overcome many of the most common franchise marketing challenges.1. Fragmented strategies and goalsThe largest issue for franchises is a poorly integrated digital marketing strategy. The franchise may have clear goals, but the goals of franchisees may be different. This creates fragmented marketing strate…

Join The Biggest Giveaway in The History of Blogging by ShoutMeLoud

The time is now!Thanks for being a part of the 9th year of ShoutMeLoud’s journey and welcome to the biggest giveaways in the history of blogging. To celebrate this moment of joy, and with our mission of helping you become your own boss, we are hosting a mega giveaway of blogging and marketing tools that you can win. These tools are worth more than $10000 and this is the first time ever since ShoutMeLoud came into being. We brought together our friends and partners to contribute to the ShoutMeLoud blogging community and there are tools that you can win in this giveaway.Shortpixels (12k Images/month) (Yearly plan)PushEngage Yearly planWPAdvanced Ads ProTubeBuddyShoutUniversityShoutMeLoud StoreBluehostHostGatorOptinMonsterWPFormsElegantThemesSocialPilotSEMRUSHAgoraPulseWe can have 70 individual winners thus giving you a great chance to get your hands on the prize. Read this giveaway post carefully to enter and win what you desire.The contest will be run on various platforms of ShoutMeLou…

Pinterest ad boss Tim Kendall is leaving the company

rvlsoft / Pinterest’s president and advertising boss Tim Kendall will leave the company at the end of this year, a Pinterest spokesperson confirmed on Thursday after Recode reported the news.“Tim Kendall is leaving Pinterest after nearly six years to start his own venture. Tim has made important contributions to Pinterest and we are pleased that he will continue to serve as an advisor to the company,” the spokesperson said in an emailed statement.Replacing Kendall as the head of the company’s advertising business will be Jon Alferness, a longtime Google exec Pinterest poached in July 2017 to serve as its head of ad products. Alferness has been promoted to senior VP of ads and commerce and will report directly to Pinterest CEO Ben Silbermann.The former director of monetization at Facebook joined Pinterest in 2012 to build up its then-nonexistent advertising business. And he has. Overseeing the launch of Promoted Pins in 2014 and the subsequent expansion of Pinterest’s a…

9 Years of Blogging – Evolution of The Biggest Blogging Community [ 🎉 Anniversary Post]

Wait, so that is what you do for a living? You blog?How do you make money? Blogging? You’ve got to be kidding me!Those are the most common questions, combined with an expression of disbelief, us bloggers have to face when we talk about our work in social circles.Today (1st December 2017) marks the 9th year of blogging for me. When I started, I knew I wanted to do this. But I would be lying if I say I had seen it all coming and that I would get this far, and successfully at that.And believe me when I say this today, I have never been more proud of myself. Yes! I AM a blogger.It may have been 9 years today, but it feels like yesterday when I borrowed my friend’s credit card to buy a hosting and domain name. That is exactly how ShoutMeLoud came into existence. It is hard to believe, but that, my friends, is the actual truth.Statistically, today is the three thousand two hundred and eighty-fifth day of ShoutMeLoud. What this journey has taught me is more than what I have learned in my ent…

Instagram’s business profiles are being used by more than 25 million marketers

More businesses are looking to do business through Instagram.More than 25 million marketers have switched their Instagram accounts to business profiles, the company announced on Thursday. That’s up from 15 million business profiles on the Facebook-owned app as of July 2017.Instagram rolled out business profiles — the equivalent of Facebook Pages — in May 2016 to give companies a more commercial presence on the photo and video app. By converting an account to a business profile, companies can include a “contact us” button on their pages and view in-depth analytics about the organic posts and Stories they publish on the app, such as the number of impressions and unique reach posts received.Instagram’s hope is that the more tools it offers to marketers, the more that marketers will use Instagram to boost their business, organically and eventually through advertising. That strategy appears to be working. Since Instagram rolled out business profiles, its advertiser base has ballooned from …

SEO SWOT Analysis: Focus your efforts in areas that deliver results

When it comes to SEO, it can be hard to know where to start — and it is easy to waste a lot of time and effort on activities that are going to deliver little in the way of returns. This is not a new problem, and it is as true with traditional marketing tactics as it is with modern digital tactics.Fortunately, there are business and marketing methodologies that exist to simplify marketing planning. And one of our favorites at Bowler Hat is the SWOT Analysis. In this post, I am going to detail how you can use the time-proven SWOT Analysis to focus your efforts and improve your SEO.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Omnichannel marketing, 4D interactive ads & Snapchat’s redesign

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:To marketers, the future looks like touch point whack-a-mole
Nov 30, 2017 by Mike Herrick
The number of consumer touch points is growing exponentially, and contributor Mike Herrick believes that for brands to keep up, they’ll need to rethink their martech stacks.It’s time to get real about omnichannel marketing
Nov 30, 2017 by Kristin Cronin
Omnichannel isn’t the be-all and end-all. Columnist Kristin Cronin explains why creating the right message and experience for customers is more important than utilizing every channel.ironSource’s ‘4D Interactive Ads’ deliver personalization (and data) through interactivity
Nov 30, 2017 by Ginny Marvin
Advertisers can glean behavioral data based on the choices users make when engaging with the ads.Is establishing a brand-safety KPI a good idea?
Nov 30, 2017 by Rob Rasko
Columnist Rob Rasko discusses the bene…

To marketers, the future looks like touch point whack-a-mole

If you’ve ever wondered what will replace the smartphone, the answer is that nothing will. Or actually, everything will.Pervasive computing will become the norm. After all, Gartner predicts there will be 20 billion connected things in existence by 2020, up from about 7 billion today.Currently, digital signage, smart kiosks and even connected dressing rooms are all shaping the way consumers and businesses interact with technology (and each other), and we are on the cusp of another wave of sweeping tech change, including self-driving cars, drones, artificial intelligence and virtual reality.Yet the mobile paradigm persists. We look at IoT (Internet of Things) devices and assume they will function like smartphones. This is the pattern of how humans process the emergence of technologies, and there are unfortunate consequences. The first television ads were more or less radio copy complemented with moving images of a spokesperson.[Read the full article on MarTech Today.]

via Marketing Land…

It’s time to get real about omnichannel marketing

When you stop to think about the evolution of marketing in the last decade alone, it’s pretty remarkable — especially how mobile has forever changed the way we engage with our favorite brands.The billboard, television or email campaigns of yesteryear have transformed into in-app messages, chatbots and social memes. These are just some of the marketing channels that have developed in the last decade — and it seems as if more channels are being introduced all the time, especially with the introduction of voice-activated technology.But effectively utilizing these new channels and capabilities seems to have gotten lost in the shuffle. In fact, driving business value through effective customer engagement is an area where many brands have fallen short.[Read the full article on MarTech Today.]

via Marketing Land

ironSource’s ‘4D Interactive Ads’ deliver personalization (and data) through interactivity

A new mobile format from ironSource, a mobile monetization and marketing technology company based in Tel Aviv, Israel, puts a playable “choose your own adventure” spin on ad personalization.Dubbed 4D Interactive Ads, as in breaking the fourth wall, the units prompt users to make selections from various scenarios, and the ads evolve based on those choices. For example, an ad from a shoe retailer starts by asking users to choose their shoe style, either elegant or casual. From there, the ad is tailored to show shoe styles and products based on the subsequent selections the user makes.4D uses video as a base and layers on interactivity to add personalization to the ads. The company says the (anonymized) data generated from user choices “can be used to inform marketing and even product optimization.”“Previously, networks could only pass on data about completions and clicks, which doesn’t say much about who the user is or what they like. With 4D ads, advertisers can ask their users specifi…

Is establishing a brand-safety KPI a good idea?

The universal key performance indicator (KPI) to end all measurement metrics; an amalgamation of all that brands care about; a compilation of everything that agencies, suppliers and tech companies are forced to deal with for the betterment of the industry — a brand-safety KPI has the potential to benefit players on all sides of the advertising ecosystem by tracking brand safety at the campaign level. But is it a good idea?When you think about the big three elements of measuring whether a digital campaign was safe or not, you think about three things:Did my ad show up next to the content I desired, or alternatively, did it show up next to something questionable?Was my ad viewable?Was my ad served to a human or some sort of invalid traffic (IVT)?I like to ask if the three of these got together and a had a child, a super-KPI-kind, what would it look like, and would it have any value in the marketplace?Calculating a brand-safety KPIThe three big measurement concepts — contextual relevancy…

Embedding images in email? Consider these 3 techniques

Images have proven to be one of the most compelling and information-dense media available to marketers today. A good image can communicate emotion, transmit knowledge and get that critical engagement leading to a purchase.Every marketer needs to consider including images across their media, and email is no different. There is, however, a big caveat for images in email: They can be notoriously difficult to work with.If not handled well, embedding images in an email can affect deliverability, engagement and sender reputation. Appearances in a recipient’s inbox also can change from email client to email client.To get around these issues, it’s critical to understand the usable methods for embedding images in emails, as well as their benefits and drawbacks.Senders today primarily have three different methods for embedding images at their disposal: CID tags, inline embedding and linked images. But before using these methods, email marketers should take a close look at how their active recip…