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Showing posts from December 13, 2017

Retail is better off without Black Friday

As a former retail marketer, I’ve been thinking back on all of the strategy and planning that used to lead up to Black Friday and Cyber Monday. The long hours, the crazy promotional changes held tight to the chest like the president’s nuclear football, and the make-or-break flash reports that everything hinged on every morning for an entire week. I’ve reflected on the months of planning that were always thrown out the window as soon as the first sales numbers began trickling in to corporate.My post-traumatic symptoms aside, I’m heartened to see that the Black Friday period is proving to be a success on initial reads. It’s a small victory in an industry that’s been battered with bad news for years.Nonetheless, that had me thinking about what we define as success. We often just consider total sales numbers, but it’s baffling that we don’t look at margin in-depth across the industry. We just whisper about how low the margin rate was after meetings, yet it’s easily the most important metr…

Facebook ads can now link to brands’ WhatsApp accounts

Facebook is piecing together the business side of WhatsApp in much the same way it did with Messenger.In September, WhatsApp announced verified profiles for businesses to establish their presence on the messaging service that Facebook bought for $19 billion in 2014. Now, Facebook is giving businesses a way to kick-start conversations with customers on WhatsApp.Businesses can now add buttons to their ads running on Facebook that link to their WhatsApp accounts, Facebook announced on Wednesday. These buttons are effectively the WhatsApp-specific alternative to the Messenger-linked buttons that Facebook introduced last year and expanded to Instagram earlier this year.“Many people already use WhatsApp to communicate with small businesses. It’s a fast, convenient way to stay in touch. By adding a click-to-WhatsApp button to Facebook ads, businesses can now make it even easier for people to learn about their products, set up an appointment or use their service,” said Facebook’s product mark…

New report: Brands set budgets and expectations for GDPR compliance

A new study from Forrester supports the idea that brands doing business in Europe are making a concerted effort to comply with the upcoming General Data Protection Regulation (GDPR) and the related ePrivacy Regulation.The report — “Embrace the GDPR to Gain a Competitive Edge” [registration required] — was commissioned by Evidon, whose technical solutions for governance, risk and compliance include a GDPR offering. Evidon told me it had final edit of the report and helped determine the survey questions, but it didn’t have any ongoing editorial control.Almost half (48 percent) of the responding firms said they are setting up an initial establishing budget of more than a million dollars for GDPR/ePrivacy compliance. Fifty-eight percent will have a maintenance budget of about the same amount, and 67 percent expect these budgets will rise after May.[Read the full article on MarTech Today.]

via Marketing Land

Net pioneers tell FCC: ‘You don’t understand how the internet works’

A possible screen if net neutrality is overturned. If there were a Mount Rushmore of internet pioneers, it would certainly contain the likenesses of such tech leaders as co-creator of  TCP/IP  Vint Cerf, inventor of the World Wide Web Tim Berners-Lee, DNS co-creator Paul Vixie and public-key cryptography pioneer Whitfield Diffie.On Monday, those legendary tech figures were joined by over a dozen more to sound the alarm about the Federal Communications Commission’s (FCC) vote this Thursday to eliminate net neutrality.In an open letter to four members of Congress on key committees overseeing communications, the group didn’t pull any punches.“You don’t understand how the internet works,” the letter says in its title.[Read the full article on MarTech Today.]

via Marketing Land

How to future-proof your SEO for 2018

We’re (frighteningly!) almost to the end of the year, and with just a couple of weeks left in December, it’s time to start preparing for what SEO might look like in 2018.A little while ago, we highlighted our seven SEO trends for 2018 that you should be watching out for. But what practical steps should you be taking with your SEO to prepare for next year?In this article, I’ll break down some key trends you should be preparing for in 2018, and what you can do to future-proof your SEO for the year ahead.Let’s dive into it.Voice search and digital assistantsAs Tereza Litsa wrote in our 2018 trends article, we can expect voice search and digital assistants to reach even greater prominence in 2018.Digital assistants in people’s smartphones have been around for a while, but their accuracy has greatly improved over the past couple of years as natural language search improves, to the point where search increasingly resembles a fluid and intuitive conversation. This is important for widespread…

Marketing Day: Twitter news, local search tactics & on-site search for e-commerce

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:CMOs should be measured by their results, not their spend
Dec 12, 2017 by Joe Hyland
Columnist Joe Hyland believes the most successful CMOs aren’t the ones who spend the most money; they’re the ones who invest in sophisticated martech stacks that produce big returns on revenue in the long term.Twitter officially adds support for tweetstorms because 280 characters isn’t long enough
Dec 12, 2017 by Tim Peterson
Twitter is rolling out an option for people to string together tweets into a thread over “the coming weeks,” the company said on Tuesday.5 local search tactics your competitors probably aren’t using
Dec 12, 2017 by Sherry Bonelli
When you and your competitors are all adhering to local SEO best practices, how can you differentiate your business from the rest? Columnist Sherry Bonelli has some ideas.Instagram’s hashtag following could be a n…

CMOs should be measured by their results, not their spend

“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report.Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate a good-sized chunk of that “receding” budget to their services.Gartner’s thesis is that CMO budgets should continue to grow as overall revenue increases and that a dip in the percentage of revenue spent on marketing is a troubling sign. That’s where I call foul.I realize I’m no economist, so let’s take a moment to understand Gartner’s position.[Read the full article on MarTech Today.]

via Marketing Land

Twitter officially adds support for tweetstorms because 280 characters isn’t long enough

Like the retweet, @ reply and hashtag before it, the tweetstorm has graduated from a user-initiated workaround to an officially supported part of Twitter.On Tuesday, Twitter unveiled a new feature for people to tether multiple tweets into what was previously dubbed a tweetstorm but what Twitter is titling a “thread.” Twitter will roll out threads to everyone who uses its site and apps “in the coming weeks,” according to a company blog post.Previously, people had to reply to their own tweets in order to create a thread. Now after they compose one tweet, they will be able to select a “+” button to create the next tweet in a thread, repeating the process until their thread is complete. People will also be able to add tweets to already-published threads.We’re introducing an easier way to Tweet a thread!— Twitter (@Twitter) December 12, 2017Twitter is also tweaking how threads are shown in people’s feeds. Instead of people feeling the need to write “1/x” t…

5 local search tactics your competitors probably aren’t using

Local SEO is competitive and fierce. With more and more local businesses vying for the Google local three-pack — and ads and online directories occupying a large percentage of the remaining SERP real estate — your local SEO strategy has to be aggressive.So, what can you do to outrank your local competitors down the street, especially when you’ve all got the basics down? One approach is to use local SEO tactics that your competitors may not know about or aren’t using. Here are five local SEO tactics you can implement to help get ahead of your competitors.[Read the full article on Search Engine Land.]

via Marketing Land

Instagram’s hashtag following could be a new avenue for ads, misuse

Instagram is no longer only for following people or businesses.On Tuesday, Instagram added an option for people to follow hashtags and have a curated selection of posts and Stories featuring that hashtag appear alongside the normal posts and Stories in a person’s corresponding feeds.Instagram will use an algorithm to automatically select which posts are included in a hashtag’s feed and Story based on factors like recency and quality, according to an Instagram spokesperson. Instagram will not notify accounts if their posts or Stories are included in a hashtag’s feed or Story, the spokesperson said.People will be able to follow any hashtag they see included in the caption of a post or within Instagram’s search results. People will also be able to see the hashtags that others follow in a list next to that of the non-hashtag accounts that those other people follow. If an account is private, only the people following that account will be able to see which hashtags the account follows, as i…

Compare 18 leading personalization software vendors

Consumer expectations about the digital shopping experience have never been higher. As marketers try to provide prospects and customers with the right message, on the right screen, at the right time, consumers expect relevant, personalized content and offers that cater to their needs in any given moment.Creating a personalized buyer’s journey has become a mandate for digital marketers trying to meet and exceed consumer expectations for the brand experience. Automating the process with digital personalization tools provides multiple benefits. MarTech Today’s “Enterprise Digital Personalization Tools: A Marketer’s Guide” examines the market for digital personalization tools and the considerations involved in implementation. The 51-page report reviews the growing market for digital analytics platforms, plus the latest trends, opportunities and challenges.It also includes profiles of 18 leading vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purc…