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Showing posts from December 5, 2017
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Pinterest rolls out chatbot, native features for Facebook’s Messenger

rvlsoft / Shutterstock.com Pinterest is making a home for itself on Facebook’s Messenger.On Tuesday, the social-cum-search platform debuted a chatbot for the Facebook-owned messaging service and a new way for people to interact with pins shared on Messenger. Both moves make it possible to use Pinterest within Messenger without needing to use Pinterest outside of Messenger. That may sound cannibalistic, but it may also help Pinterest convert Messenger’s users into Pinterest users.Pinterest is staking an official presence on Messenger in recognition of the unofficial presence it already has on the messaging service. Every week, people share almost 1 million pins from Pinterest to Messenger, according to Pinterest. Pinterest’s hope is that these pins will lead these people to sign up for Pinterest, but it may need to tease out more of what it’s like to use Pinterest in order to convince them. And so it will.Messenger botPinterest’s Messenger bot People will be able to use Pinterest’s chatb…

Instagram now lets brands feature Stories Highlights on their profile pages

Instagram is giving brands a new reason to invest in producing higher-quality Stories.Brands and all other Instagram users can now showcase collections of their old Instagram Stories on their profile pages, the Facebook-owned photo-and-video platform announced on Tuesday.Called Stories Highlights, these collections of past Stories can be cobbled together from the Stories posts that Instagram will now automatically save to an account’s private in-app archive of posts it has published; accounts can disable this auto-archiving feature. Brands can select the individual Story posts to add to a Stories Highlight, name the collection and choose a thumbnail cover for it.Stories Highlights will appear in a horizontal carousel near the top of accounts’ profile pages above the gallery of photos and videos shared to Instagram’s main feed, and there is no limit on how many Stories Highlights can be displayed on an account’s profile page.Instagram will not insert ads within Stories Highlights, and …

Bounce rate: Important metric or junk data?

Over the 20-plus years since the inception of website analytics, various KPIs (Key Performance Indicators) have come into and gone out of fashion — and along with the KPIs are the various metrics that are used to calculate them. One of the reasons for this change is that as analytic tools become more advanced, extracting more meaningful metrics has gotten easier and less costly. Organizations are no longer held captive to easily captured and meaningless metrics such as “hits.”But it’s critical that marketing and analytics professionals start to examine one of the last vestiges of old-school analytics: reporting bounce rate. While bounce rate still holds some value, its actual meaning and how it’s applied can vary among individuals and organizations. Yet its potential to reveal great insights is largely ignored in most organizations.In an effort to explore how organizations currently use bounce rate in their reporting, I conducted an unscientific survey of a mix of analytics and digita…

Amazon owned nearly 1/3 of all online sales during Cyber Monday

Reports from last week showed Amazon earned the most Black Friday and Cyber Monday mentions online. It’s now confirmed the e-commerce giant also owned the largest market share of online sales for all of Cyber Week, according to new data.According to Slice Intelligence, an analytics company that tracks e-commerce behavior and trends, Amazon accounted for 27.2 percent of Black Friday’s online sales, 30.1 percent of Cyber Monday’s and 28.4 percent of all online sales to happen during Cyber Week (November 21 through November 27).Not one online retailer came within 19 percentage points of Amazon’s lead, according to Slice Intelligence. On Black Friday, Best Buy was the No. 2 online retailer, with 8 percent share of online sales. Walmart was third with 3.9 percent of online sales for Black Friday.Amazon’s lead was the biggest on Cyber Monday, more than 23 percentage points above the No. 2 online retailer, Target, which took 6.4 percent on online sales for the day. For the entire week, Amazo…

Google releases Android Go edition for India’s 400 million internet users

Kashin / Shutterstock.com Google has released Android Oreo (Go edition), which is part of the larger Android 8.1 release. The new version of Android is optimized for devices with less than 1GB of memory and markets that have lower bandwidth or unreliable connections.While the OS update is global, the market specifically being targeted is India. Google CEO Sundar Pichai tweeted that “India now has over 400M internet users” in announcing the release of the Go edition of Oreo:India now has over 400M internet users: excited for @Android Oreo (Go Edition) & the new Go apps announced today, built for the next billion users in India and beyond. #GoogleForIndiahttps://t.co/hmS7jUcghX— Sundar Pichai (@sundarpichai) December 5, 2017According to Google, the “Go experience” features three components: improved data management, a range of new apps that use less memory and a version of Google Play that promotes apps optimized for lower-end phones.Among the new lower-data apps is Google Go, a sear…

PPC budget strategy: Tips for success on a limited budget

You don’t need a large budget for an effective PPC strategy. Here’s how to maximize the success of your PPC campaigns regardless of the size of your budget.The budget of a PPC campaign can play an important role in its performance. However, it doesn’t guarantee successful results without a proper planning first.It’s common to believe that the bigger the budget for your PPC campaign, the better the results. But small businesses, or those without a lot of resource to allocate to PPC, may not always have the option of increasing budget. So how can you be as successful as possible with what you have?This article will set out how you can manage your PPC strategy in a way that maximizes the benefits of your budget, no matter what its size.Note: This article is an updated version of John Gagnon’s excellent piece, PPC Budget Strategy 101, and incorporates several of his insights.Set clear goals for your campaignForward planning is critical when getting started with PPC. Having a pre-defined o…

Agency secrets for a great Twitter strategy

Want to get more out of Twitter but aren’t sure where to start? We’ve compiled the best tips and tricks, straight from our agency insiders, on creating an impactful and engaging Twitter strategy.Find your voiceBefore you send out your first Tweet, you should establish a well-defined brand voice, which will set the tone for your entire Twitter strategy. Your brand voice should be fresh and original, convey your brand’s message, reflect your core values and most importantly, resonate with your audience in a personal way.  A talented writer whose style aligns with your brand is an invaluable asset when it comes to finding your voice. Small businesses are participating and thriving in the economy with funds through Square Capital. http://pic.twitter.com/Rd6TM4Pya1— Square (@Square) August 18, 2017Take @Square, for example. They take on a friendly, helpful tone and act as both cheerleader and mentor for the small businesses that rely on them for transaction processing.Use editorial calenda…

Secure your SMX West pass now & save big. Rates increase next week!

Don’t miss out: Your chance to lock in the lowest rate on a seat at SMX West expires next week! The West Coast’s largest search marketing conference is coming to San Jose, California, March 13-15, and we want you to join us for three days of actionable, cutting-edge search marketing tactics presented by the SEO and SEM experts you trust.The search marketing profession is defined by change. We don’t need to tell you that. You live it every day. Tactics that work today are outdated next quarter. Platforms launch while others sunset. You’re bombarded by new products, technologies, algorithms and buzzwords. Pillars of the industry crumble in the blink of an eye.Search marketers worth their salt embrace the chaos. They thrive on it. They know that in order to be the best versions of themselves, the smartest and most capable, they need to train. Regularly.That’s why they attend SMX West. You should, too.
Act now to lock in our lowest rates on an All Access pass. You’ll save $400 off on-site…

Four brand-building activities that lay the foundation for SEO

At Google’s inception, one innovation differentiated it as a search engine: It used information gained from off-site sources to inform its estimation of the relevance, importance and quality of pages in its index. Originally, this source of off-site information was the network of links found by crawling the web.Nearly two decades later, in 2017, with countless other rich data sources at its disposal, Google uses a more diverse and sophisticated set of data to determine just how big a deal you really are in the marketplace. In my experience over the past 10 years working in SEO, Google has always been pretty good at making this determination, and the signals have become harder and harder to fake over time.At this point, the most efficient and sustainable path to making your company look like it is a significant player in the marketplace is to become a significant player in the marketplace. What does that mean for SEO folks? It means it’s time to stop thinking about how to build links a…

8 simple ways to utilize a blog to improve SEO results

Seemingly every company has a blog these days. Unfortunately, very few organizations fully capitalize on their blog content to maximize SEO results. Here are eight simple ways a blog can improve your website’s organic visibility, traffic and results.1. Create a compelling name for your blogIt irks me when I go to a company’s website and the name of the blog is… “Blog”! I urge marketers to be creative and more descriptive when naming the blog section of a website. Your blog name is also an optimization opportunity. Ask yourself these questions:What is the overarching theme of the blog?What would be a compelling description in my industry?Can I incorporate important SEO keywords in the blog’s title or name?Specifically, who am I trying to reach?[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Automated video content, Singles Day & Facebook’s pre-roll ad test

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:What digital transformation means for brands
Dec 4, 2017 by Dan Purvis
Contributor Dan Purvis takes a look at the evolution of digital and how brands can stay a step ahead of the competition by embracing this digital transformation.Another consumer privacy issue in the age of GDPR: Session replay scripts
Dec 4, 2017 by Barry Levine
A Princeton University study finds that such tracking of user browsing can collect and distribute a lot of confidential info.Does your company need a call analytics platform?
Dec 4, 2017 by Digital Marketing Depot
Thanks to the ubiquity of the smartphone, phone calls are finally getting the respect they deserve as an integral part of the customer journey. Mobile calls now account for 60 percent of inbound calls to businesses, according to BIA/Kelsey.Delmondo, Uru team up for automated video content analysis service
D…

What digital transformation means for brands

Business in the modern age is seismically different compared with even five years ago. Businesses have been profoundly changed by the influx of digital-based processes and systems required to work and grow effectively.A wide mix of digital technologies has now become integral to most business functions, with software taking over even human-based roles in some instances. Digital transformation will be key to all business growth: International Data Corporation (IDC) forecasts suggest that 60 percent of the Forbes Global 2000 will have doubled their productivity by 2020 due to digitization and the adoption of technology to streamline processes.With the largest companies in the world and CEOs of all brands seeing growth and digital transformation as strategic imperatives, even the smallest brands should follow suit and embrace the need for all things digital.[Read the full article on MarTech Today.]

via Marketing Land

Another consumer privacy issue in the age of GDPR: Session replay scripts

For companies complying with the upcoming General Data Protection Regulation (GDPR), it’s not just about a user’s name, email address or cookie.A recent post from Princeton University researchers points to the practice by some websites of running session replay scripts without telling users:These scripts record your keystrokes, mouse movements, and scrolling behavior, along with the entire contents of the pages you visit, and send them to third-party servers. Unlike typical analytics services that provide aggregate statistics, these scripts are intended for the recording and playback of individual browsing sessions, as if someone is looking over your shoulder.The study looked at seven of the most popular session replay providers — Yandex, FullStory, Hotjar, UserReplay, Smartlook, Clicktale and SessionCam. Among the top 50,000 sites on Alexa, 482 employed session replay services.[Read the full article on MarTech Today.]

via Marketing Land

Does your company need a call analytics platform?

Thanks to the ubiquity of the smartphone, phone calls are finally getting the respect they deserve as an integral part of the customer journey. Mobile calls now account for 60 percent of inbound calls to businesses, according to BIA/Kelsey, which projects that the number of mobile calls to businesses will climb to 170 billion in 2020.As consumers increasingly use their smartphones to research, browse and connect with businesses, brands are developing a newfound respect for the inbound call as an integral part of the conversion path.MarTech Today’s “Enterprise Call Analytics Platforms: A Marketer’s Guide” examines the current market for enterprise call analytics platforms and the considerations involved in implementing this technology. If you are considering licensing an enterprise call analytics platform, this report will help you decide whether you need to. This 41-page report provides:call analytics market overview with the latest industry statistics.in-depth analysis of call analyt…