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Showing posts from December 27, 2017

A tale of two GoFundMe’s: Why centralized local sponsorship campaigns matter for multilocation brands

To enterprise brand managers, “sponsorships” may mean contracts with professional sports teams or national radio shows. But local nonprofits and events are the 99 percent of the sponsorship world. They connect with locals in metro-specific markets, and they’re a channel that requires a process to scale.Some companies approach local sponsorships on a location-by-location level, giving a certain dollar amount to each local partner. But this effort comes with problems of its own:Local managers don’t often have the means to survey a local market for the best sponsorship opportunities.Local managers may not have the time or incentive to find the sponsorship opportunities that best align with a brand mission.The tale of two GoFundMe’sLocal brands’ sponsorship selection is often a serendipitous process: The funds go to the store manager’s next-door neighbor’s daughter’s soccer team or to the 5K fundraiser in time to solicit a sponsorship right before the end of the quarter. Or local business…

CMOs in the know: Our top 10 Marketing Strategies columns of 2017

As we head into the new year, it’s a good time to look back at the marketing trends and tactics that shaped 2017. After all, knowing what worked and what didn’t in the industry will help both you and your organization plan strategically for the year ahead.Marketing Land’s most popular columns of the year covered a wide range of strategies, as our contributors generously shared their insider tips on everything from retention marketing to determining a budget for your digital marketing program.Our readers were especially keen to learn about what sort of marketing strategy results in a viral phenomenon. Heard all the buzz surrounding the Instant Pot? You’re not alone… and you may even have found yourself the recipient of one for the holidays this year. Columnist Brian Patterson talked to the CEO of Instant Pot, Robert Wang, to answer marketers’ questions about cooking up a cult-like following.Check out these topics and more in our list of the top 10 Marketing Strategies columns of 2017 —…

Best of 2017: Our top 5 articles in SEO

As we come to the end of 2017, we’ve decided to take a look back at some of our most-read articles throughout the year. For the rest of this week, we’ll be highlighting the top five most popular articles in various categories across the site.First up is, of course, the bread and butter of Search Engine Watch: SEO. Several of our most-read articles in SEO were list articles (hard to go wrong with a good list), and they often dealt with how to prepare for the year ahead: how to plan your strategy for 2017, tips to boost your SEO in 2017, trends to watch in 2018.If you missed any of these excellent articles when they were published, now’s your chance to check them out. And if you’ve already read them, well, it never hurts to refresh your knowledge.#1: Five quick tips to boost your SEO in 2017Everyone loves quick tips for SEO, and Tereza Litsa has some great ones to get your SEO off to a strong start in the new year. These might be tips for 2017, but they stand the test of time – there’s …

Marketing Day: Communicating to the C-suite, B2B tech buyers & an AI-first world

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 enterprise business of SEO: Communicating to the C-suite
Dec 26, 2017 by Jim Yu
Columnist Jim Yu shares advice for how to effectively engage with the leaders of your organization and help them understand the value of organic search.Getting to know your B2B tech buyer
Dec 26, 2017 by Josh Aberant
Columnist Josh Aberant explains why marketing shorthand and personas are only a first step in building lasting B2B relationships.6 ways ad agencies can thrive in an AI-first world
Dec 26, 2017 by Frederick Vallaeys
Machine learning and artificial intelligence (AI) will change the way search marketers do business. In the latest article in his multipart series on PPC and AI, columnist Frederick Vallaeys shares his strategies for keeping your agency successful in a world of AI-first PPC.Facebook could prevent age-discriminating job ads if it wanted to

The enterprise business of SEO: Communicating to the C-suite

Today, I want to focus on and provide insights into a common SEO challenge that is vitally important to personal and professional success: how SEOs can communicate the performance of the organic channel more effectively across their organization and in the boardroom. As competition for digital marketing budgets intensifies in 2018, it is essential that success and performance is recognized and rewarded.As a CEO with a background in organic search, I am often asked questions like:“What key metrics matter to the CEO?”“How best do I talk to my CMO and other members of the C-suite?”“When and how should I communicate SEO performance across the organization?”“What do I need to do to accelerate and develop my career?”Here, I hope to share some insights and tips that will help you do just that[Read the full article on Search Engine Land.]

via Marketing Land

Getting to know your B2B tech buyer

I recently examined the challenges of B2B developer marketing. One area I touched on was the importance of really understanding stakeholders’ sometimes divergent “hot buttons.” That went hand-in-hand with another lesson: You’re not addressing just one target, but a whole lineup of influencers and decision-makers who have a say in the sale.That’s because when doing any kind of B2B technology marketing, you’ve got to embrace the hard truth that one size never fits all when it comes to needs, value propositions and messaging.One person’s idea of product value may be another person’s “meh,” to put it bluntly, even if they’re working within the same four walls, even on the same project. You just can’t assume your targets will all interpret your message the same way. That’s especially true when you’re trying to capitalize on marketplace trends. (That is to say, throwing out some buzzwords that sorta fit your product and hoping they stick.)[Read the full article on MarTech Today.]

via Market…

6 ways ad agencies can thrive in an AI-first world

Artificial intelligence (AI) and machine learning have long been part of PPC — so why are AI and machine learning all of a sudden such hot topics? It is, in part, because exponential advances have now brought technology to the point where it can legitimately compete with the performance and precision of human account managers.I recently covered the new roles humans should play in PPC as automation takes over. In this post, I’ll offer some ideas for what online marketing agencies should consider doing to remain successful in a world of AI-driven PPC management.[Read the full article on Search Engine Land.]

via Marketing Land

Facebook could prevent age-discriminating job ads if it wanted to

The ways in which Facebook’s advertising tools can be misused — and the fact that Facebook doesn’t guard them against such misuse — continue to come to light.Facebook and major companies including Amazon, Goldman Sachs, Target and Verizon used the social network’s ad-targeting options to run job-recruitment ads that were only targeted to people in certain age groups, according to a report published jointly by ProPublica and The New York Times last week.At issue is whether the ads — which were intentionally meant to reach people of certain ages and thereby meant to exclude people of other ages from seeing them — would be in violation of laws prohibiting companies from discriminating based on age in their hiring practices.Some of the advertisers cited in the report appear to believe they were wrong in targeting their job ads by age.“The use of the targeted age-range selection on the Facebook ad was frankly a mistake on our part given our lack of experience using that platform for job po…