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Showing posts from December 29, 2017

8 tips for getting social media ads right

A friend recently complained to me that the targeted ads that persistently stud her social media feeds are not only disruptive but also frequently irrelevant. She uses social media primarily to keep track of friends and to follow artists and crafters that could offer her inspiration or technical knowledge.As she vented her frustration, I wondered why the ads she saw were still so consistently missing the mark despite the great leaps in ad targeting technology. Surely there must be a better way for brands to reach audiences through social media.Surprisingly, though almost two-thirds of social media users are irritated by the number of promotions that clutter their feeds, and 26 percent actively ignore marketing content, a whopping 62 percent follow at least one brand on social media.According to the GlobalWebIndex, 42 percent of social media users are there to “stay in touch” with their friends, while over a third are also interested in following current events, finding entertaining co…

What piqued your fellow marketers’ interest this year — our top 10 columns on Marketing Land

If you’re here for strategic social media insights, you’re definitely not alone, as the bulk of the most-read columns of 2017 touched on social media marketing topics. From LinkedIn’s Matched Audiences to Facebook algorithm hacks to selling on social media and creating compelling content, these columns explored both time-tested tips and new products and techniques.In the “new twists” category came AJ Wilcox’ piece — our top column of the year regardless of topic — which explored LinkedIn’s Matched Audiences product and compared it to Facebook Custom Audiences. Chris Kerns introduced marketers to Twitch, a live-streaming video platform, while Brian Patterson explored the viral phenomenon that is the Instant Pot, which really hit the mainstream in 2017. Also on our virtual pages, Wesley Young talked up Facebook’s new ad targeting capabilities and Andrew Dubatowka defied expectations about brand safety — a hot topic in the display space in recent years.But perennial topics like selling o…

Best of 2017: Our top 5 search industry articles

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.So far this week, we’ve rounded up our top five articles on SEO and top five articles on PPC. To wrap up the week, we’re taking a look at our top five most-read articles about the search industry.Our Industry category on Search Engine Watch covers any developments in the wider search industry, such as new search engines, the evolution of Web 3.0, or major changes to search engines like Google, Bing, Yahoo, etc. It also covers articles about strategy and how marketers should approach SEO, PPC and SEM in their day-to-day jobs: such as how to get execs excited about SEO, or how much SEO should really cost.To the surprise of no-one, our most popular articles in this category tend to be things that Google is doing. So here is our very Google-centric li…

How agencies are adapting to continued pressures on their business model

The modern advertising agency is dead. Long live the modern advertising agency.Agencies are effectively mercenaries, independent entities hired to help a business conquer a market. That has always been the case and will remain the case in 2018. But recent pressures on agency business models are forcing these shops to shift how they serve clients and prove their worth.“The modern agency is going to have to really shift away from communications and messaging as the sole driver of revenue and have to really understand product and experience as the core thing they create and layer messaging around that. I think that a modern agency is building a lot more than agencies ever have in the past,” said Ben Gaddis, president of independent agency T3.Financial pressuresOften isolated from brands’ marketing organizations, many agencies are angling to ingrain themselves deeper within clients’ businesses, to centralize themselves closer to the bottom line. At the heart of this repositioning among ag…

It’s not the trend that you need to watch for. It’s the trend inside the trend.

It’s like when you stand against the waves at the beach.You’re prepared for the really big ones, and you can spot them a mile away. They grow, arrive, you’re ready, and they crash through you.And then you get sucker-punched by the hidden, smaller waves that come right after.It’s that way with trends in marketing and ad tech. There are many big, obvious ones that continued to roll in during 2017 — AI, personalization, the criticality of good data, conversational engines, VR/AR and so on.But it’s the secondary, hidden ones that can hit the hardest because they didn’t telegraph their arrivals.Here, then, are seven of those secondary trends, hidden in the big 2017 waves and just itching to knock you over:[Read the full article on MarTech Today.]

via Marketing Land

Marketing Day: Branded content ads on Facebook, Apple’s war on cookies & building social buzz

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:On Facebook, viral reach for branded-content ads eclipses standard ads
Dec 28, 2017 by Tim Peterson
Branded-content ads receive, on average, twice as many earned impressions as paid impressions on Facebook, according to Shareablee.We’re already seeing the fallout from Apple’s war on cookies
Dec 28, 2017 by Joe Sabol
Is Apple’s Intelligent Tracking Prevention feature a sign that the death of the cookie is imminent? Columnist Joe Sabol believes advertisers shouldn’t wait to find out and should start to adapt to a post-cookie world.From algo to aggro: How SEOs really feel about Google algorithm updates
Dec 28, 2017 by Jamie Pitman
Algorithm updates got you down? You’re not alone. Columnist Jamie Pitman shares highlights from a BrightLocal survey seeking to understand the ways that algorithm updates impact SEO practitioners’ jobs.Here’s what you ne…

On Facebook, viral reach for branded-content ads eclipses standard ads

If brands want to attract extra attention for their ads on Facebook, they may be better off paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.On Facebook, people can extend an ad’s reach by sharing, liking or commenting on it, which can send the ad into their friends’ News Feeds. As a result of this engagement, branded-content ads generate twice as many earned, or viral, impressions as paid impressions, according to a study by social analytics firm Shareablee. By comparison, standard Facebook ads garner less than one-tenth the number of earned impressions compared to paid impressions.Shareablee examined 833 branded-content ads from 10 publisher Pages and 265 standard ads from 47 brand Pages that were run from July 2017 through October 2017. From that sample, the branded-content ads received 617,986 paid impressions and 1,248,448 earned impressions on averag…

We’re already seeing the fallout from Apple’s war on cookies

The predictions are now a stark reality. With its Q3 earnings release in early November, Criteo confirmed what until then had been only speculation: Apple’s new Intelligent Tracking Prevention feature, rolled out with the latest version of its Safari browser in September, is taking a heavy toll on retargeters and industry players that rely on third-party cookies to track and place advertisements.Criteo said during its earnings call that the feature negatively affected its third-quarter revenue by less than $1 million. In Q4, Criteo expects the feature to have a significant negative impact of 8 to 10 percent, or around $20 million, on revenues. In 2018, the negative impact could increase to 9 to 13 percent of revenue. In December 2017, Criteo admitted that Apple’s iOS 11.2 update patched the workaround it had devised for Safari, sending shares plummeting once again.Without a doubt, Criteo is only the first of many industry players that are likely to feel the pinch of Apple’s unequivoca…

From algo to aggro: How SEOs really feel about Google algorithm updates

As SEOs working in the weeds with our clients each day, it can sometimes be hard to truly see how major Google algorithm updates affect our industry as a whole. Sure, we can perform test after test to see how our clients are affected, but what about the poor account manager or technical SEO director who has to put in the extra work and placate potentially panicked and frustrated clients? How are they personally affected?BrightLocal (my employer) anonymously polled 650 SEO professionals recently on this very subject, asking them a host of questions about how algorithm updates impact their workload, their client relationships and their job satisfaction. Below, I’ll go over some of the startling results from our survey, “The Human Impact of Google Algorithm Updates.”[Read the full article on Search Engine Land.]

via Marketing Land