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Showing posts from December 21, 2017
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Adobe Campaign to roll out enhanced email functionality

Adobe wants to make it easier for marketers to reach its email targets with creative messaging. That’s why it’s adding drag-and-drop functionality to Adobe Campaign in early 2018.Kristin Naragon, director of product marketing at Adobe, told me that the added feature will simplify the process and the speed of bringing brands’ emails from conception to execution, making for a more seamless workflow.[Read the full article on MarTech Today.]

via Marketing Land

IAB releases its newest Podcast Measurement Guidelines

Podcasting ad revenues are expected to jump 85 percent this year compared to last, from $119 million to $220 million.But that estimate by the Interactive Advertising Bureau (IAB) assumes that advertisers are fairly happy with how the podcasts, ads and audiences are measured. In further support of that aim, the IAB has released the final version 2 of its Podcast Measurement Technical Guidelines.A draft version was offered in July for comments following the September 2016 release of version 1.“Common measurement practices are like oxygen,” wrote NPR Senior Director of Audience Insights Steve Muldur in an IAB blog post announcing the new Guidelines. “When they are absent, everyone notices immediately and the result is painful.”“When they are present, the industry evolves and flourishes.”[Read the full article on MarTech Today.]

via Marketing Land

6 trends that show the (Thanksgiving) tables have turned in Google Shopping

Thanksgiving, Black Friday and Cyber Monday are evolving concepts for shoppers and retailers alike. Catching Thanksgiving and Black Friday deals doesn’t require rushing to the stores, or even to the nearest computer. Cyber Monday isn’t just a day. It’s a whole week or more.Just how much the holiday kickoff has changed is evidenced by retailers’ Google Shopping performance during the bonanza of Thanksgiving to Cyber Monday.Traffic from the channel jumped 88 percent over the same five-day period last year, according to our research into a sample of over 300 retailers ranging in size and vertical. Revenue was up 62 percent, and retailers nearly doubled their investment in Google Shopping over the same period last year — likely due to a combination of surging traffic and an increased number of retailers competing in the channel.Many retailers throw out the rule book during the biggest shopping days of the year. They often prioritize revenue, customer growth and clearing out inventory over…

How to highlight search opportunity and create a keyword difficulty metric

One key element of a search strategy we often see fail is prioritization.Whether working client-side or for an agency, being able to prioritize a link-building campaign, a content refresh or a technical fix on a site is essential to ensure you are making the most use of the limited resources you are given.Within this post we’ll run through a few different ways to show how to highlight opportunity across a keyword set and introduce a keyword difficulty metric you can use to take prioritizing work to the next level.Individual keyword opportunityWith a basic approach, opportunity can be found by merely completing keyword research, identifying those keywords with the highest search volume and targeting those.Clustering keywordsBy being a little more advanced, we could try clustering (or grouping) related keywords and then look at the collated volume of each cluster. After you have that information, you can then focus on the category of keywords which attracts the most search volume.Some d…

Yo, Santa! Check out our ‘Naughty and Nice’ list for 2017

When you have a rollercoaster year like 2017, it must be hard being Santa Claus.Who’s good, who’s bad. Who was good and is now bad, or vice versa. Who is sorta good and sorta bad.Of course, he’s not one to complain about such a dream job. While his crowd-sourced community of elves and parents keep track of potential gift recipients all year — without cookies or mobile device IDs! — he only has to show up for work one day a year. (Well, technically, one night.)And who could whine about rewarding good folks and spiking the others? It’s hard to imagine that Santa’s job satisfaction could get any higher.But the price of knowing everything about everybody is managing all that data, which covers you like a snowstorm at the North Pole. So, as we’ve done last year and in 2015, we again filter the data to help the Big Guy segment the Naughty from the Nice in marketing, advertising and search.NAUGHTYFederal Communications Commission (FCC) Chairman Ajit PaiThis former Verizon legal counsel has a…

Equifax and beyond: How data breaches shaped 2017

With so much data being collected, stored and used, it was inevitable that breaches would be on the rise. The year 2017 saw more personally identifiable information (PII) exposed through malicious intent than ever than before.Equifax and Yahoo led in the headlines, but there were many other notable breaches. As we look back, let’s see what we can learn from them.Equifax makes all the headlinesAttackers hit more than 145 million Equifax customers this September. They stole names, birthdates, Social Security numbers and more. Costs are continuing to mount, but estimates say that it has cost the company between $200 and $300 million so far. Consumers will pay an estimated $4.1 billion to freeze their credit reports. The company told The New York Times in November that it was still conducting an internal review and was working on remediating “two significant deficiencies in its technology systems.”Pam Dingle, principal technical architect at Ping Identity, says that a breach like this ero…

How Snapchat can win back the influencers it has lost to Instagram

Snapchat’s years of neglecting influencers have caught up to the company. At one time, those influencers offered an opportunity for Snapchat to grow its audience and even steal some attention from other platforms like Instagram. But Snapchat failed to capitalize on the opportunity and has seen Instagram seize it. Now, Snapchat has decided to try to win back the influencers it has lost to Instagram over the past year. Neither its success or its failure is certain.“What Snapchat needs to do is show influencers it can build a meaningful audience and give them the means to monetize that audience. Influencers are driven by social currency,” said Eric Dahan, CEO of influencer network Open Influence.[Read the full article on MarTech Today.]

via Marketing Land

Facebook will no longer flag fake news link with ‘Disputed’ label

Facebook’s effort to combat fake news isn’t working. So the company is trying a different tact.Almost exactly a year ago Facebook announced that it would enable people to flag fake news articles so that third-party fact checkers could evaluate their veracity and, if considered false, flag them as “Disputed.” However that labeling system may have done no good, if not more harm than good.“Academic research on correcting misinformation has shown that putting a strong image, like a red flag, next to an article may actually entrench deeply held beliefs – the opposite effect to what we intended,” Facebook product manager Tessa Lyons wrote in a company blog post published on Wednesday.Now Facebook has decided to stop appending the “Disputed” label to links. Instead it will attach links to related articles that can give more context to a potentially fake article and evidence of its falsehoods. According to Facebook, these related articles may do a better job of convincing people that a story …

Why linkless mentions are the future of link-building

Since the early days of search, Google has used links as a means of judging the reputation and relevance of webpages. The more links pointing to a particular page, particularly from other reputable pages, the more importance Google would award it in search.And so link-building developed as an SEO strategy, with SEOs doing everything they could to win, buy or otherwise gain links pointing to their website in order to boost it up the rankings.Over the years, Google has made a lot of adjustments to the way it treats links, cracking down on paid-for or freebie links and implementing algorithm updates like Penguin or Fred which penalize sites with a lot of spammy links. This has made link-building a lot trickier for SEOs than it once was.At the same time, the web has evolved, and search engines have evolved along with it. With the rise of social media, digital assistants and voice interfaces, and the increasing merging of the online and offline worlds, the number of links pointing to a sit…

Marketing Day: IAB’s ad revenue report, Snapchat Sponsored Filters & Facebook Messenger

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 you learn from talking with Google’s largest advertisers all day, every day
Dec 20, 2017 by Matt Lawson
The world’s largest advertisers routinely visit the Google campus to talk strategy. Columnist Matt Lawson sits down with Google’s Chief Search Evangelist for some top insights from those meetings. IAB: First half 2017 ad revenues reach $40.1 billion, on track for $87 billion for the full year
Dec 20, 2017 by Greg Sterling
Mobile advertising revenue was 54 percent of the total. Practical advice for planning a CRM marketing stack upgrade
Dec 20, 2017 by Jose Cebrian
Looking to upgrade your martech stack to make the most of your marketing capabilities? Columnist Jose Cebrian has some tips to ensure a smooth transition. Snapchat will let advertisers animate their Sponsored Filters
Dec 20, 2017 by Tim Peterson
In spawning a new version of its…

What you learn from talking with Google’s largest advertisers all day, every day

There’s a position at Google called “Chief Search Evangelist.” It’s evolved in the years since Fred Vallaeys filled that role, now focusing on meeting with our advertisers in person when they come to visit Google on-site. I think my job is pretty cool, but I must admit that the idea of talking search ads day-in, day-out with people at the cutting edge of their craft makes me more than a bit jealous. Nicolas Darveau-Garneau, who currently fills the role of Chief Search Evangelist, is the man whose job turns me a light shade of green with professional envy.I learn so much every time I talk with Nick, so I thought it would be fun to sit him down and pick his brain about all of those meetings he gets to have. Here’s an edited transcript of the wide-ranging conversation we had recently about automation, growth, keywords and more.[Read the full article on Search Engine Land.]

via Marketing Land

IAB: First half 2017 ad revenues reach $40.1 billion, on track for $87 billion for the full year

The Interactive Advertising Bureau just released its first half 2017 digital advertising revenue report. Revenues reached a record $40.1 billion, compared with $32.7 billion a year ago. In the second quarter, they were $20.8 billion.Revenues were almost equally divided in Q1 and Q2. Year-over-year quarterly growth was 23 percent, while sequential growth was 7.4 percent this year.Mobile advertising represented 54 percent of the revenue total in the first half ($21.7 billion). Mobile ad revenues grew at a more than 75 percent compound annual growth rate, compared to a much smaller desktop growth rate.The Growth of Mobile Ads
The following are ad revenues by category for the first half:Search: $19.1 billion (vs. $16.2 billion in 2016)Video: $5.2 billion (vs. $1.4 billion)Display $17.6 billion (vs. $13.7 billion)Other (classifieds, lead-gen, audio): $3.4 billionThese figures exceed $40.1 because categories overlap (i.e., video is counted both on its own and as part of display). The graphic…

Practical advice for planning a CRM marketing stack upgrade

The revolution in customer relationship marketing (CRM) continues with an exponential increase in the points of data available to leverage for marketing. Data is more robust, measurement tools are better, and channel capabilities are improving — not only on their own, but also in their ability to orchestrate marketing across channels. All of this is great for the industry, and it is driving investment in new marketing stacks.When I talk about a marketing stack here, I don’t mean that a company is buying everything from a single martech software provider. What I mean is that companies are updating what tools they have available to them — sometimes all at once, sometimes in pieces. Lately, I have been seeing more “all-new” stacks being architected, often with a main marketing cloud at the center but supported by best-of-breed campaign management platforms, analytics and BI tools, data hygiene tools and content management systems.What I also observe is that each toolset usually has its o…

Snapchat will let advertisers animate their Sponsored Filters

Snapchat is making one of its splashiest ad formats more attention-grabbing in an effort to grab more brand advertisers’ ad dollars.Snapchat will now let advertisers animate their Sponsored Filters that people can use as overlays atop the photos and videos they share on the mobile app, the company announced on Wednesday. Dunkin’ Donuts will be the first brand to run a Sponsored Animated Filter in a campaign that will launch on Thursday.Dunkin’ Donuts will be the first brand to run a Sponsored Animated Filter on Snapchat. During an initial testing phase, advertisers will only be able to buy Sponsored Animated Filters through Snapchat’s sales team and will only be able to target them at the country level. But next year, Snapchat plans to allow brands to buy these ads through its self-serve ad-buying tool and add audience-based targeting, which it only recently enabled for the static version of Sponsored Filters.In spawning a new variety of its Sponsored Filter format, Snapchat is capital…

Take our Holiday Retail Survey & let us know how your search marketing strategy changed this year

Did you switch up your holiday digital marketing strategies in 2017? Maybe extend your search ad campaigns? Or sell on more marketplaces? If so, we want to know about it.Please take five minutes to complete the SMX survey exploring what digital marketing strategies were put in place by search marketers this holiday retail season — the 2017 Holiday Retail Survey.Responses are kept anonymous, and the data gathered from the survey results will be shared during the Holiday Retail Search Strategies webcast on January 18, featuring panelists Brad Geddes, the co-founder of Adalysis, Marketing Land associate editor Ginny Marvin, Elite SEM’s Aaron Levy and CommerceHub’s Elizabeth Marsten.Completing the survey will help add to the conversation around this season’s best search marketing strategies and whether strategy shifts were advantageous. Also, survey participants are entered for a chance to win a copy of Brad Geddes’ “Advanced Google Adwords” search marketing guide.Everyone is invited to r…

How To Leverage Social Media To Build An Audience – A Shouter’s Chat Recap

How do you advertise your blog online? Is it through social media? But how do you use social media to your blog’s advantage?Today, social media is the most explored platform. Everybody is on the social networking websites. Bloggers mostly use social media as a strategy to market their blog. But the question is how do you use it in a way that the blog attracts more and more users? You need to have good content. The more people like your content, the more opportunities you will have to expand your audience. Each time your audience interacts with you, it gives you an opportunity to increase your social visibility.But the question, I repeat, is, “How do you leverage social media to your advantage?”We here at ShoutMeLoud will help you to get answers to all your queries. And that is why on last week’s #ShoutersChat we discussed ‘How to leverage social media to build an audience’.We discussed everything from the ideal number to posts on social media to the favorite social media platform of b…