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Showing posts from December 20, 2017

Lotame’s prep for GDPR highlights big changes in data management

As data management platform (DMP) Lotame gears up for compliance with the upcoming General Data Protection Regulation (GDPR), some of the far-reaching changes are coming into focus.First, there’s the matter of tracking consent by users across what General Counsel and VP of Global Privacy Tiffany Morris calls “the chain of custody.” This reaches from the time the user’s data is generated or collected at, say, a publisher’s website, through the various ways in which the data is used.“Without attaching five million pieces of paper,” she said, “how do you pass consent across the chain?”[Read the full article on MarTech Today.]

via Marketing Land

On Facebook’s Messenger, people and businesses trade 2B messages a month

If 2016 was a year of growing pains for businesses and chatbots on Messenger, then 2017 was a year of actual growth.On average, 2 billion messages are being sent between businesses and people each month on Messenger, the Facebook-owned messaging service announced on Wednesday. Businesses are particularly popular with Messenger users in the US, Brazil, Thailand, Mexico and Vietnam, and Messenger is most popular with businesses in the professional services, retail, local entertainment, public good and media industries, according to Messenger.As businesses have increased in popularity on Messenger, so has businesses’ interest in automating their Messenger accounts into bots. There are more than 200,000 bots on Messenger. That’s twice as many bots as Messenger featured in April, which also happens to have been the same month that Messenger unveiled its Discover tab to make it easier for people to find bots and businesses to message. That the number of bots has doubled since Discover’s deb…

Big data and how to use it: Our top 10 Analytics & Conversion columns for 2017

Much has been written this year about dealing with the influx of data that modern marketers now receive as a matter of course — it’s an issue that many of us are facing these days. You’re expected to take advantage of all this data but not get overwhelmed or spend too much time focusing on the wrong things.This year, Marketing Land columnists tried to ease this pain with articles about ways to zero in on the most impactful tactics, such as getting in-depth with Google Analytics and Attribution, improving your landing and product pages, and employing data to target ads on Facebook and elsewhere.Following you’ll see our list of the top columns of the year in the Analytics & Conversion category, where you’ll find plenty of actionable info worth employing in the coming year.Are you leveraging these underutilized Google Analytics features? by David Booth, published on 2/27/2017.A 9-step guide to increase your landing page conversion rate by Khalid Saleh, published on 2/20/2017.A Google…

The aftermath of the holiday season: What’s next for your marketing plan?

You’ve made it to the end of the holiday season. Now what? Sales are up, and new customers have been identified, but now isn’t the time for marketing campaigns to disappear. Instead, retailers need to ensure they stay top-of-mind and turn seasonal buyers into lifelong, loyal customers.Shoppers are worn out by December 26 (and so are their wallets). After the holiday rush, retailers are exhausted, too. Oftentimes, brands unintentionally ignore their newly acquired customer pool, assuming they’ve done all they can for the year to rake in the sales and generate leads.But why would customers stay engaged if they haven’t heard from you? Now is the time to think about how you can keep these customers coming back for more. Whether it’s through post-holiday newsletters to new subscribers or announcing surprise sales after Christmas, retailers can utilize the following four tactics to continue reaping the sales and successes from the holiday spending season, well into the new year.Onboard new …

PPC 2017: Epic review of the biggest trends & updates in paid search

As 2017 draws to a close, let’s take a moment to catch our breaths and look back at the whirlwind that was PPC in 2017.There wasn’t a big change that dominated the landscape like enhanced campaigns of 2013 or expanded text ads of 2016, but multiple trends created an atmosphere of constant, incremental change this year. However, if we were to dub 2017 the year of something in search marketing, it would clearly be the year of the machine. While machine learning and other forms of artificial intelligence aren’t new to search marketing, their use became pervasive in 2017.Here’s a look back at the big developments and key trends that happened in PPC in 2017 that will continue to inform and influence our work in 2018.Finally past the year of mobile, this was the year of AI in searchSure, there is still work to do in improving mobile experiences and conversion rates, and we’ll continue to see Google, in particular, push its initiatives in this area: AMP for ads and landing pages, Purchases o…

How to improve your AdWords conversion rate 

Your ad campaigns should bring you closer to new prospects and clients. But how well are you able to judge their success?Your conversion rate in AdWords is your success rate at persuading consumers to click on your ads and carry out a particular action, such as a product purchase.It is estimated that the average conversion rate for an Adwords account is just 2.35%. According to analysis carried out by WordStream on more than 2,000 client accounts, the top 25% of accounts had conversion rates of 5.31% or higher, while the bottom 25% of accounts had a conversion rate of 0-1%.Where on the performance scale do your ads sit? An alarmingly high proportion of PPC campaign managers and marketers don’t know how well their ads are performing. Or maybe you do know, but aren’t sure what to do to improve your conversion rate.In this article, we’ll outline three areas where you should focus your efforts to improve your AdWords conversion, and give practical tips on how you can nudge the scale in th…

Google confirms ad blocking in Chrome will start February 15

Chrome will cease showing ads on websites that display non-compliant ad experiences, beginning February 15th. The initial warning was issued in June, but did not specify a time frame aside from “early 2018.” With over half the market share in the browser market, this has a potentially sizable impact for non-compliant websites whose ads do not meet the standards of the Coalition for Better Ads. Experiences such as full-page interstitials, automatic sound, and flashing ads are all on the list of banned ad types.Ad Experiences ReportSite owners can access a review of their site’s ad experiences in the Ad Experience Report, which will chronicle any ads that qualify as annoying or misleading. Ads will be marked as “Warning” or “Failing.” Failing assessments will not be made off one ad experience, but rather will be comprised of a the percentage of total page views that contain these experiences. The Coalition outlines these as:7.5% in the first two months of the program5% in the four month…

Marketing Day: Facebook face recognition tech, a year in martech & digital ad trends for 2018

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:Supercharge your email marketing with Google AdWords
Dec 19, 2017 by Todd Saunders Columnist Todd Saunders explains how to use AdWords Customer Match to nurture your email marketing leads at various stages in the funnel.How authentication can be a compelling branding asset
Dec 19, 2017 by Davor Sutija Contributor Davor Sutja urges marketers to employ technology that can demonstrate the authenticity of their brand and its products.3 inconsistencies in Yelp’s review solicitation crackdown
Dec 19, 2017 by Brian Patterson Yelp has taken a hard line against review solicitation, but columnist Brian Patterson believes the company may be taking it too far.Facebook begins using face recognition tech to help users better manage their identity on the platform
Dec 19, 2017 by Amy Gesenhues Users will now be able to locate images they may appear in even if …

Supercharge your email marketing with Google AdWords

I have a confession to make.The odds of my instantly deleting one of the many marketing emails I receive each day are about as good as Tom Brady and the Patriots making the playoffs — meaning it’s pretty likely to happen.Unfortunately for all you email marketers out there, I’m not alone. According to email marketing service MailChimp, the average email open rate across industries is below 25 percent, with a click rate of 2 to 3 percent. That means that, on average, you’d need to send 100 emails to get two or three people to take any action. All that time and energy spent crafting the perfect email marketing campaign will be wasted if you don’t create a complementary strategy to get more sales from your hard-earned email list.The good news is that you can use Google AdWords as your complementary strategy by simply leveraging the existing data you have on your email subscribers. Let’s dive into the best ways to make that happen.[Read the full article on Search Engine Land.]

via Marketin…

How authentication can be a compelling branding asset

Luxury goods manufacturers put a lot of stock and pride into the superior craftsmanship and unique experiences they offer — and for good reason. What they bring to the market needs to be of the highest quality and incomparable to a forgery or knockoff; otherwise, they’ve lost their value proposition.But with an ever-growing market of fraudulent items that deceptively imitate the real thing, anti-counterfeiting initiatives will continue to be a vital focus for both selling channels and brands looking ahead. Plus, with modern day consumers voicing the desire to be able to confirm the authenticity of the product during the in-store experience when they buy, ensuring that luxury goods are the “real deal” can actually become a wise branding choice, in addition to a vital inventory protection practice.[Read the full article on MarTech Today.]

via Marketing Land

3 inconsistencies in Yelp’s review solicitation crackdown

Last month, Yelp doubled down on its war on review solicitation. Yelp has long given mixed signals about whether you can ask customers for reviews on their platform, but they seem to now be unifying their message against review solicitation.In November, they began sending messages like this to businesses and agencies:Disclosure: We (Go Fish Digital) received the email above. However, they must not have really done a lot of research to compile this list, as we do help clients with reputation management, but we do not solicit Yelp reviews on their behalf. We don’t do any review solicitation.This new crackdown is a little disturbing, and in many ways, quite misleading. Here are three ways in which I view this all as quite hypocritical.[Read the full article on Search Engine Land.]

via Marketing Land

[Review] Calendly: Automate Your Meetings Like A Pro

Have you ever scheduled a meeting with someone only to have it canceled at the last minute? Maybe it was poor scheduling on your part or a case of miscommunication, but whatever the reason, it is a missed opportunity and there are ways to avoid it in the future.Using emails and calendars to set up meetings is a great way to stay organized. Apps like Google Calendar and Gmail are probably the most popular ones that you might have heard of. These two apps can work together to get your meetings and appointments set up, but they don’t have the functionalities needed to ensure that a meeting can and will take place.This is where a handy tool like Calendly comes in. It takes out the need for back and forth emails between you and a meeting invitee. With several features geared toward setting up a meeting, this tool helps you save time. No need to wait for email replies — Calendly will get things done for you in a more efficient way.Calendly review and how to get started:Calendly has a free t…