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Showing posts from December 18, 2017
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Facebook’s latest News Feed tweak penalizes Pages that solicit likes, shares

Facebook continues to crack down on the people and particularly Pages that try to game its News Feed algorithm.Facebook will penalize posts that ask people to like, share, comment on or otherwise engage with the post in order to boost its engagement metrics and trigger Facebook’s algorithm to rank it higher in people’s News Feeds, the company announced on Monday. Facebook refers to these types of posts as “engagement bait.”Facebook originally attempted to quash these types of posts earlier this year by identifying the Pages that post engagement bait and rewarding the Pages that weren’t in that cohort. But it appears that positive reinforcement wasn’t sufficient at stamping out this spam, so now Facebook will try the opposite tack.Starting this week Facebook’s News Feed algorithm will demote individual “engagement bait” posts, and eventually, it will extend the down-ranking penalty to the Page level so that any Pages that frequently publish these types of posts would see their entire o…

Optimize your holiday marketing dollars — long after the Christmas lights dim

E-commerce marketers had a lot to be thankful for this year.According to statistics from Adobe Digital Insights, digital transactions on Cyber Monday were up 16.8 percent year over year — making it the largest online shopping day in US history. (Mobile sales cracked a record $2 billion on Cyber Monday.) Online sales on Black Friday were also up 17 percent over last year.These are hard-won gains for retail marketers, who have been navigating a growing number of ad formats and digital media investments in order to acquire and retain customers. According to research by Magna, 2016 was the year when digital ad spending finally surpassed TV ad sales in the US.But while holiday time can feel like a spending spree for marketers, it won’t be long until the onset of the post-holiday hangover: that lull in retail demand in January that has marketers scrambling to drum up sales.Wouldn’t it be great to be able to wring more value out of every holiday marketing dollar, long after the holidays are …

2017: The year in social media

Social media scrutinySocial media has been in the spotlight for years; in 2017 it went under the microscope.Scrutiny surrounding Facebook’s and Twitter’s roles in Russian entities’ efforts to use their ad platforms to subvert the 2016 US presidential election followed them into 2017. So did Facebook’s series of measurement errors and ad-targetingcontroversies, as well as Twitter’s revenue struggles. Meanwhile, the Federal Trade Commission signaled it is taking a harder look at influencer marketing as Facebook and Instagram try to clean up the landscape and brands try to manage it. And Snapchat owner Snap went from the next Facebook to the new Twitter as Instagram, which emerged as Snapchat’s foremost rival in 2016, eclipsed Snapchat in 2017.What is social media now?Given the aforementioned baggage, perhaps it’s no surprise that several social networks made moves in 2017 that blurred the lines of what a social media platform even is. Facebook, Snapchat and Twitter premiered TV-like ori…

Ad consortium based around LiveRamp’s IdentityLink boosts membership

In May, data onboarder LiveRamp announced the launch of an open digital ad consortium that would utilize a single cookie linked back to its IdentityLink ID.Last week, the Advertising ID Consortium announced the addition of 16 other demand- and supply-side members, including Videology, Kargo, Adform, AerServ, Amobee, DataXu, IgnitionOne, Sizmek and Thunder.Additionally, demand side platform (DSP) The Trade Desk said it will make its ID compatible with the Consortium’s. In May, the two other founding members of the IdentityLink-based Consortium were AppNexus and MediaMath, but now Index Exchange has taken MediaMath’s place.The new members, AppNexus SVP Patrick McCarthy told me, provide a “critical mass of commitment” so the Consortium can roll out its implementation in Q1.[Read the full article on MarTech Today.]

via Marketing Land

MetaX sets up Ads.txt Plus as an application on its blockchain-based adChain

Step by step, the Interactive Advertising Bureau’s (IAB) ads.txt initiative is being utilized by publishers.The idea is that this text file, when made available on a publisher’s website, tells advertisers which exchanges or other sellers have the right to represent that publisher’s ad inventory. Faked inventory has been a big part of ad fraud, where unscrupulous sellers fraudulently represent that they can sell, for instance, ad space on The New York Times’s website.Aside from adoption, one problem with ads.txt is that some publishers are not keeping them totally up to date by removing outdated sellers and adding new ones. Also, demand-side platforms (DSPs) have used web crawlers to go out and find the publishers’ ads.txt files, which can add time to this millisecond-wary industry and can miss updates in the intervals between sweeps.To address these issues, ad blockchain firm MetaX has released what it calls Ads.txt Plus.[Read the full article on MarTech Today.]

via Marketing Land

From bricks to clicks: Our top retail columns for 2017

‘Tis the busiest season for retailers — at least for those that weathered the storm of 2017.News of retail failures dominated the headlines this year as brick-and-mortar behemoths like Toys “R” Us filed for bankruptcy, and scores of traditional retailers closed multiple locations. But that doesn’t mean it’s time to ring the death knell for retail — far from it.Bringing a bit of cheer to retailers, the National Retail Federation predicted that holiday spending will rise between 3.6 and 4 percent this year. E-commerce continues to dominate, with online Black Friday sales hitting a robust $5.03 billion this year, but plenty of shoppers also flocked to stores to get a hands-on, in-person experience.Our top retail column of 2017 from Allan Haims noted that trend, pointing out that brick-and-mortar retailers can get a step ahead of the competition by learning from their online brethren and using analytics and technology to provide a better shopping experience.Of course, you can’t talk about…

Nearly 70% of marketing executives plan to spend more on marketing technology in 2018

According to a survey published by search marketing software platform Conductor, 68 percent of marketing executives say they plan to spend more on marketing technology in 2018. Thirty percent of the survey respondents said they will be spending anywhere from 11 percent to 25 percent more than what they are already spending.Twenty-eight percent of the survey respondents say they are currently spending more than $100,000 on marketing technology platforms. (Four percent said they were spending more than $1 million.)Conductor’s survey was sent via email to 500 marketing executives during the month of November. The goal was to gain a better understanding of the marketing technology landscape, and where the industry is headed in 2018.[Read the full article on MarTech Today.]

via Marketing Land

Digital advertising 2017: A year of reckoning in review

Digital advertising 2017 by the numbers:Poised for a big year: The first quarter of 2017 represented the strongest beginning to any year yet in US digital ad spend: up 23 percent to $19.6 billion — IAB.Duopoly domination: Facebook and Google are expected to pull in 63 percent of US digital ad spend in 2017 — eMarketer.Mobile majority: 55 percent of digital ads sales is now generated by impressions and clicks on mobile devices globally — MagnaOutpaced linear TV: Digital advertising sales surpassed television in 2017 for the first time, reaching 41 percent market share compared to 35 percent for linear television — MagnaThe year 2017 at once exposed many of the industry’s vulnerabilities and was a year in which groundwork for real progress was laid. Brand safety took on new urgency as the platforms were caught back on their heels as they failed to fully appreciate the impact of bots, fake news, extremist and other objectionable content on their sites. Yet broad industry initiatives like…

How to carry out a mobile SEO audit on your site

You don’t need us to tell you about the importance of mobile. You already know about the mobile-first index and that mobile constitutes more than 50% of all website traffic.So instead, we’re going to tell you what to do about it. Mobile optimization should be an integral part of your SEO strategy, and it goes beyond just checking whether your site passes Google’s Mobile Friendly test.In order to cover off all the factors involved in achieving the ultimate mobile-optimized website, it is necessary to carry out a mobile SEO audit on your site.In this post, we explain the key components of a comprehensive mobile SEO audit. From keywords and UX through to handy tools and content, you’ll be dominating the mobile SERPs in no time at all.Mobile keyword strategyDue to the nature of mobile searches, users typically use different search queries on mobile than on desktop. When typing in a query, search terms tend to be shorter and less wordy, as speed and accessibility are key on mobile.Aside fr…

AI marketing and the journey through the uncanny valley

“Things usually get worse before they get better.”“It’s always darkest before the dawn.”Whether it’s the valley of the shadow of death in the 23rd Psalm or the Dangerous Trench on the way to Shell City in the Sponge Bob movie, we’re used to the concept of feeling that things are getting worse, even though we know we’re headed in the right direction.This experience can be represented by a U-shaped curve, literally forming the shape of a valley between two peaks. In technical terms, the curve represents a nonlinear relationship between two variables. A specific example is the uncanny valley — the hypothesis of the unease, frustration, or even revulsion we feel as something approaches the behavior and appearance of a human without getting all the way there. In this case, the two variables are the humanlike nature of the object and the emotional response to it. This can be experienced with robots and AI assistants, and with 3D animation. Perhaps you know someone who gets illogically angry…

How To Fix The White Screen Of Death In WordPress

While most of the world is familiar with the famous Windows’ Blue Screen of Death, WordPress users get to (occasionally) experience their own screen of death – the WordPress White Screen of Death.This nasty error makes your entire site disappear and replaces it with either with a completely blank white screen (in Firefox) or a screen like below (in Chrome):It is one really stressful error because it seems like your entire site has disappeared in a puff of smoke. But don’t worry! It is usually nothing serious and with some basic diagnostic steps, you should be able to get your site working again in no time.To help you do that, I’m going to show you how to fix the White Screen of Death in WordPress.What Causes The White Screen Of Death In WordPress?As is often the case with general errors like this, there isn’t one single cause for the WordPress White Screen of Death.With that being said, there are some common causes. According to the official WordPress Codex, the most popular causes ar…