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Showing posts from December 22, 2017

Message to email marketers: Show me something different in 2018

I anticipate Christmas and the holiday season as eagerly as anybody. I even look forward to the flood of emails that begins to build in late October. No, I’m not a masochist. I just want to see how today’s email marketers are putting everything they’ve learned about email into practice and sending me emails that are a creative delight and a data-driven joy to open.And every year, I get disappointed.That ol’ Christmas letdown continuesOnce again, I’m seeing the same old stuff in my inbox. The same old irrelevant emails. They might look a little prettier, but most of them still don’t show me that the marketers who sent them have any idea about who I am, what I want or how they value me.I’m still getting tons of stuff that doesn’t matter to me. It borders on spam. And I’m an email professional! If it annoys me this much — and after years in the business my pain threshold is high — what’s the average subscriber thinking and doing? No wonder so many go dark on your mailing lists.A tiny ray…

Ad blockers, fraud and developments in programmatic: Our top 10 display advertising columns for 2017

One of the hottest topics of discussion in 2017’s display advertising arena is speculation about what will happen next year, specifically February 15 of next year, when Google plans to release a version of its Chrome browser with ad-blocking features baked in. The feature targets “annoying” and “intrusive” ads only, but exactly what that means remains to be seen. In the meantime, Marketing Land columnists like Blaise Lucey are getting our readership up to speed, with specific tips on how to assess your risk and adjust if necessary.Programmatic ad fraud and big advertisers’ attempts to deal with it remain significant industry challenges in 2017, fueling interest in formats like native advertising and branded content. But programmatic is evolving as well, with the Google Display Network’s responsive ads, data-driven creative and the growth of header bidding. Despite its flaws, programmatic has become so inevitable that it’s taking over other media, which we’ve covered with an explorati…

How marketers will take their social spend more seriously in 2018

Social media is finally evolving from shiny new toy to a serious tool for marketers, thanks to seeds planted in 2017 that more marketers are expected to reap a harvest from in 2018.Lisa Braziel, VP of strategy and special programs at Ignite Social Media, said 2017 was “the year that we had been waiting for.”[Read the full article on MarTech Today.]

via Marketing Land

What is the future of artificial intelligence?

In 2017, the predictive ability of artificial intelligence (AI) powered manynewtools and platforms. So what does 2018 have in store for AI?  I asked some marketers to find out.Speak up, AlexaGregg Johnson, CEO of Invoca, a call tracking and analytics service, says that 2018 will be “the year the voice trend becomes undeniable.”“As people increasingly trade typing for talking, we’ll see more companies invest in developing for voice interfaces,” Johnson said.[Read the full article on MarTech Today.]

via Marketing Land

Will GDPR and blockchain live up to their hype in 2018?

Sure, General Data Protection Regulation (GDPR) and blockchain have been a hot topic for the past several months. But is either of them more than just a buzzword? I spoke to some marketers to see what they had to say about what 2018 holds for these two trends.Blockchain could solve all our problems — or notSeems like everyone is talking about blockchain, the distributed shared ledger that promises to keep transactions secure and anonymous. Most know it as the technology behind bitcoin. Yes, bitcoin itself is arguably caught up in some hype, but the future for blockchain looks promising.[Read the full article on MarTech Today.]

via Marketing Land

Best practices for anchor text optimization in 2018

Doing SEO for any client is intimately associated with getting the most out of every link.Anchor text is an important element that “unlocks” every link’s potential — to the extent that Google had to roll out its first Penguin update in 2012, cutting tried-and-true anchor text over-optimization methods out of the picture.Over the past five years, the best practices of anchor text optimization have considerably evolved. It is time to learn how anchor text best practices can allow you to get the most out of links in 2018.Anchor text and Google PenguinThe release of Penguin 1.0 in April, 2012 shook up the SERPs, affecting around 3% of all search queries in English, German, Chinese, Arabic, and other popular languages. Since then, there have been at least five major Google Penguin updates:Penguin 1.1 — May, 2012Penguin 1.2 — October, 2012Penguin 2.0 — May, 2013Penguin 2.1 — October, 2013Penguin 3.0 — October, 2014Penguin 4.0 — September, 2016Since Google releases its Penguin updates period…

Marketing Day: Mobile app Monday, IAB Podcast Measurement Guidelines & Google Shopping

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:The upcoming mobile app Monday: Be prepared
Dec 21, 2017 by Bobby Lyons
Christmas Day is one of the biggest mobile download days of the year, and columnist Bobby Lyons shares some app store optimization (ASO) tips to help your app get found.How independent reviews influence Google’s trust in your brand
Dec 21, 2017 by Pratik Dholakiya
Cultivating user reviews is an integral part of any search strategy, especially for local businesses. Columnist Pratik Dholakiya discusses the impact of reviews and provides tips for where to focus your efforts.‘Always On’ is at the heart of every ABM strategy — here’s why
Dec 21, 2017 by Sonjoy Ganguly
For some it won’t be an easy transition, but contributor Sonjoy Ganguly says the days of campaign-based marketing are over.How to take advantage of innovation and strengthen fundamentals — our top 10 email marketin…

The upcoming mobile app Monday: Be prepared

The season is upon us: mobile download season. Christmas falls on Monday, and if history holds true, Christmas and the day after will be the top mobile app download days of the year. With less than a week left, your app store optimization (ASO) activities should be in full swing.Becky Peterson heads up our app store optimization at Walgreens. Becky was looking to be on the nice list, so she put together some optimization tips for new and existing apps to help you maximize the download season.Optimization essentialsTitle: Choose a title for your app that is creative but concise. If appropriate, take advantage of the character limit to include relevant keywords that describe your app’s core functionality. (Just don’t overdo it — you don’t want to appear spammy!)Icon: Create an eye-catching icon that is clean and easily recognizable. A recognizable icon can make the difference when customers are searching specifically for your app.Keywords & description: Conduct keyword research to d…

How to take advantage of innovation and strengthen fundamentals — our top 10 email marketing columns of 2017

Just because email is a digital marketing stalwart doesn’t mean it’s standing still. In fact, email in 2017 is finding its place as a foundational part of the growing martech ecosystem. And it’s gaining in utility and complexity through software innovations from players like Apple, with its iOS upgrades, and Google, with its changes to Gmail and Google Wallet.But the Marketing Land audience knows that fundamentals are still of great importance, and this year they gobbled up content about growing your email marketing list (without resorting to shortcuts) sending an email blast without getting blacklisted and successfully crafting a cold outreach email. In addition, our columnists shared a variety of tips for upping your email marketing game, highlighting brands doing it right and explaining the impact of things like ALT tags, dynamic content, retina-optimized images and animated GIFs.If you missed some of this content when it was first published, be sure to check out our top 10 email m…

How independent reviews influence Google’s trust in your brand

Search Engine Land columnist Kevin Lee recently wrote a post about the prevalence of fake reviews, how they are damaging consumer trust and why it’s a bad move with permanent repercussions to attempt to use them yourself.The reason for this growing problem is that online reviews have tremendous influence over the purchasing decisions of consumers, as well as the performance of brands in the search engines. Luckily, many major review sites — including Google, Amazon and Yelp — are taking steps to combat the issue.With all of this in mind, now is a good time to address how to approach online reviews in an ethical way that will produce long-lasting, positive results for brand perception and search engine traffic.[Read the full article on Search Engine Land.]

via Marketing Land

‘Always On’ is at the heart of every ABM strategy — here’s why

As a B2B marketer, you are often caught trying to serve two masters: the need to drive engagement for specific campaigns or periods relative to the business vs. the overall goal to drive persistent ROI throughout the year. In any scenario, it’s becoming more clear that the “campaign” mentality no longer serves.Even marketing’s cousin, advertising, has evolved. In the age of programmatic and audience-based, data-driven marketing, advertisers have already moved away from the campaign approach. “Always on” must be at the heart of every solid account-based marketing (ABM) strategy; a continuous messaging strategy is the key to targeted, well-developed content nurturing of your contacts inside any given account.It is by taking an always-on approach that you are able to activate on the concept of the “customer journey” and map touch points, cadence, messaging, delivery and assets. This is not to say that specific campaigns cannot be overlaid within more of a hybrid play. But successful ABM …