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Showing posts from December 7, 2017
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Twitter’s ad business has shrunk, but ad buyers say it’s stabilized

For four consecutive quarters, Twitter’s advertising revenue has declined year over year. But Twitter’s ad business isn’t in a free fall so much as it has settled down, according to ad buyers.Twitter’s ad business suffers under a Goldilocks paradox. Twitter has a big audience, but not a big enough one. It’s a good place for brand advertisers to get people’s attention, but not all the time. It has strengths in direct-response advertising, but they’re obscured by its direct-response struggles. The real-time nature of its product separates it from other social platforms like Facebook, but it also leads advertisers to lump it in with news publishers instead of social platforms (a categorization even Twitter has acknowledged). As a result, Twitter remains able to compete for a share of advertisers’ budgets, but it’s not able to win as much share as it might have previously.[Read the full article on MarTech Today.]

via Marketing Land

Back to basics with these 6 tips for foolproof email marketing

In a world dominated by social and mobile, email marketing isn’t shiny and new. Yet it remains one of the most effective channels a company has for reaching its audience.The reason? US marketers report a median ROI of 122 percent from email communications — more than four times higher than that of social media, direct mail and paid search, according to a 2016 eMarketer report. That’s why the majority of marketers will be turning to email to engage with consumers this holiday shopping season.Email marketing tips have been around as long as email itself, but with the holidays upon us, marketers can’t forget these basic (and often-overlooked) tricks of the trade to deliver curated consumer experiences.1. Optimize for mobileThe average American adult spends almost three hours on their smartphone every day. They’re likely checking social media, toggling between apps and reading email. When it comes to email, desktop represents 16 percent of all email opens, webmail 30 percent and mobile a …

The highs and lows of enterprise SEO: Which strategies paid off best in 2017?

As we come to the end of 2017 and embark on the inevitable dozens of review articles looking back over the past year of search, it’s as good a time as any to reflect on SEO strategy.What are the greatest challenges being faced by the industry as a whole? What have been the biggest successes? What are companies of different sizes setting as their top priorities for SEO strategy – and how well is it paying off?To find out, link-building and content marketing agency North Star Inbound, in partnership with seoClarity and BuzzStream, set out to “take the temperature” of enterprise SEO.They surveyed 240 SEO specialists across the USA from both in-house and agency teams, in a bid to discover how and where enterprise SEO teams are spending their budgets, their most pressing issues, their biggest stumbling blocks, their perception of their own success, and more.The results shed an intriguing light on what different companies consider to be most important about SEO, how they go about tackling t…

Report: YouTube set to raise ad prices on premium ad inventory

Even as it has hit several brand safety bumps over the past year, YouTube is poised to raise prices on premium ad inventory in the coming year.Business Insider reported this week that the video platform will increase ad rates on reserved inventory by as much as 20 percent in 2018. That’s the premium inventory that advertisers can buy on a fixed CPM or CPD (cost-per-day) basis in advance rather than via real-time auction bidding. Reserved inventory includes masthead units on the home page and skippable and non-skippable pre-roll video ads. YouTube declined to comment.YouTube continues to face hurdles in ensuring brands their ads will be served alongside unobjectionable content. The platform faced a backlash this spring when brand video ads were found running next to extremist content. The company has taken several steps to add more controls and provide a safer environment for brands, including eliminating ads from channels with fewer than 10,000 likes, expanding the scope of videos tha…

YouTube Director app no longer available after only 6 months since its launch

Six months after launching the YouTube Director app, Google has shuttered the video ad-creation tool designed for SMBs.The following message was posted on the YouTube Director Help page:The YouTube Director for Business iOS app will no longer be available as of December 1, 2017. After that date, you’ll no longer be able to access unfinished work, so please make sure to wrap up and publish your videos soon.The YouTube Director’s app had been a free tool available for iPhones in the US and Canada. It allowed advertisers to easily create video ads from their phones. App developers could also use it to build ads for their apps with existing logos and app screen shots from the App Store or Google Play Store.Google says it is “hard at work” to build new tools and pointed users to its YouTube Playbook for Creative Advertising and the YouTube Ads website.

via Marketing Land

Marketing Day: Retailer-brand relationships, end-of-year marketing & YouTube’s top ads in 2017

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:Links: To speed or not to speed
Dec 6, 2017 by Julie Joyce
Want to build links faster? Julie Joyce discusses which tasks can be sped up and which can’t.PPC agencies will play these 4 roles when automation takes over
Dec 6, 2017 by Frederick Vallaeys
Many in the SEM world are concerned that artificial intelligence and machine learning will make their jobs obsolete — but columnist Frederick Vallaeys believes that humans and machines working together will ultimately create the most value for clients.4 ways retailer-brand relationships will change in 2018
Dec 6, 2017 by Andrew Waber
Columnist Andrew Waber takes a look at four trends taking shape for 2018 that will help brands and retailers collaborate to improve the digital shopping experience.Why your end-of-year marketing strategy should focus on repurposing and re-engagement
Dec 6, 2017 by Andre…

Links: To speed or not to speed

When we first started as an agency, our link builders were evenly split into two camps: One would send out a flurry of emails to all sorts of sites and deal with them if they responded. The other would spend a significant amount of time doing due diligence prior to outreach so that anyone who did respond had already been vetted.I always thought it was a good idea to let each new link builder find his own way, so I didn’t usually express a strong opinion about this divide. I could see the points of view of both sides, too. Why bother doing a lot of work up front if the webmaster wasn’t even going to respond? Why disappoint webmasters who did respond when you couldn’t work with them?On the whole, I have grown to favor the prior due diligence approach as opposed to casting a wide net. I’m firmly of the opinion that some link-building tasks absolutely do not benefit from being sped up.[Read the full article on Search Engine Land.]

via Marketing Land

PPC agencies will play these 4 roles when automation takes over

Earlier this year, I wrote about how artificial intelligence (AI) and machine learning are driving automation in PPC and then again about how Google’s latest wave of AdWords innovations is driven largely by these same technologies.As the move towards automation accelerates, how should agencies and PPC managers update their strategy? What processes will they need to remain competitive? And what can they really expect from automation tools in the market today? I’ll cover all these topics in a series of upcoming posts, so I’d love to hear your ideas. But today, let’s begin by looking at what roles humans and agencies will play in PPC.[Read the full article on Search Engine Land.]

via Marketing Land

4 ways retailer-brand relationships will change in 2018

Retailers have always been in the business of creating great shopping experiences. But Amazon has taken the old adage of “the customer is always right” and pushed it to what amounts to an algorithmically driven extreme.Amazon (and now other retailers) are continuously adjusting just about everything regarding the shopping experience based on customer behavior and conversions. So, what’s changed? Optimizing towards greatness is done at a more rapid pace. The year 2018 is likely going to be a year when brand marketer savviness drives a more equitable relationship with retailers.Brands are inherently put under increasing pressure by retailers to deliver the muscle that powers shopping experiences. Detailed copy, lots of photos, videos, experiential content, product specifications and more — and this is a list that continues to grow larger. As part of my job, we recently conducted a survey of 200 brands that found four trends to expect from brands and retailers in 2018 as they collaborate…

Why your end-of-year marketing strategy should focus on repurposing and re-engagement

As we begin to close out the last few weeks of the year, and if you’ve got a few extra dollars in your marketing budget to spend before the year’s end, you might think: Why bother with new content considering the time and effort it takes into producing something entirely new?However, what if I told you there was a way to connect your brand message to a much wider audience using your existing content? There is a huge misconception about content — specifically, that once you put it out into the world, you’re done with it. This couldn’t be farther from the truth, which is where repurposing content comes into play.Let’s look at a few ways you can get started with repurposed content during these last few weeks of the year (Trust me, it’s still possible) and how to re-engage old contacts.Recycle content with a proven track record of successAnything you produce can be used farther down the line, and there are a ton of benefits that come from adding repurposed content to your marketing strate…

Video advertising: Tips for success in 2018

Consumer demand for digital video is exploding. According to a recent study by Cisco, video will make up a whopping 80 percent of all internet traffic by 2019. But that’s mostly people watching videos of cats falling off furniture, right?Not entirely. In fact, 64 percent of users* are more likely to buy a product online after watching a video, and 59 percent of company decision-makers** would rather watch a video than read an article or blog post.Are you ready to ride the video wave for digital marketing success?Attend this December 14 webinar to examine the opportunities and emerging best practices around video advertising. You’ll learn:how video ads are impacting paid search.comparative data on video vs. text vs. display.formatting and creative tips to improve ROI.innovations in video that are driving results.Register today for “Press Play on Video Advertising: Tips for success in 2018,” produced by Digital Marketing Depot and sponsored by Marin Software.*Source: comScore**Source: H…