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Showing posts from February, 2018

Programmatic problems: Fixing a broken market

The rise of digital advertising has brought unparalleled opportunities to target ads and improve performance. With programmatic campaigns, computers can manage ad placements across thousands of sites to target the right audience, at the right time, right across the web. Or so goes the theory. In practice, programmatic advertising is wide open to abuse.A 2017 forecast by media buying giant GroupM predicted that digital advertising would account for 77% of all new spending that year, while television would account for just 17%. Yet the rise of digital advertising has also brought with it unprecedented waste and unparalleled opportunities for fraud. The challenge the industry faces is that, in some cases, advertising is not merely ineffective but unseen. Audiences cannot be converted because they are concocted, and spending is not so much wasted as stolen.[Read the full article on MarTech Today.]

via Marketing Land

How to overcome unique B2B digital marketing challenges

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges.Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience markets, and higher ticket prices. In addition, they must first generate leads to follow up on as opposed to selling a product directly.This makes B2B marketing challenging. While I can’t cover every challenge you may face in your B2B marketing efforts, let’s look at some common obstacles you may be facing and how you can overcome them to grow your business.Embrace digital marketingIf you’re reading this article, you may have already embraced digital marketing as part of your business growth efforts.Or maybe you’re still trying to understand if digital marketing is right for you. After all, business has always been good and you have plenty of new and existing customers to keep you busy. So why go all-in on digital marketing?Tru…

Twitter’s new Bookmarks feature lets you save Tweets without having to like or retweet them

Twitter is giving users a new way to save content without having to like or retweet it. The site is rolling out a new Bookmarks feature today that will allow users to bookmark a Tweet, and gives them more options to share it, either via a direct message on the platform or off of Twitter.The new share icon now included on Tweets will display options to “Send via Direct Message,” “Add Tweet to Bookmarks,” and “Share Tweet via…” (the option that lets you share Tweets off the platform).Once a Tweet has been bookmarked, it will be saved to the Bookmarks tab listed on the user’s profile icon menu.Twitter says it Tweeted ongoing updates as it built the Bookmarks feature to incorporate user feedback.“By working this way, we learned that you like to save replies so you can answer later and that you may share a Tweet hours or days later after you’ve bookmarked it,” writes Twitter’s associate product manager, Jesar Shah (reminding us that we now have a whole new way to procrastinate sending a me…

Here’s why you should absolutely join us at MarTech

Connect with your martech tribe at The MarTech® Conference, April 23-25 in San Jose, CA. Score $350 in savings on All Access Passes when you book by March 17. Register today!Hope to see in you in San Jose!

via Marketing Land

Report: Amazon grabs Ring for more than $1B

Amazon is buying smart home security company Ring. The deal terms were not publicly disclosed but are being estimated at more than $1 billion. Amazon was an investor in Ring.Geekwire reports that Amazon will likely leave Ring to operate independently as it has with other acquisitions such as Zappos and Audible. However, the buy further advances Amazon’s position in the smart home market. Ring makes home security cameras, video doorbells and smart LED lighting products.Google’s Nest purchased Dropcam in 2014 for more than $500 million.Ring is already integrated with Alexa and can interact with Amazon’s smart display Echo Show and Fire TV. Amazon previously introduced a security camera and a keyless entry smart door lock and video camera bundle (Amazon Key), which was criticized by some for giving Amazon control over access to people’s homes.The smart home devices market languished for years until the advent of digital assistants. Now the market is starting to take off with smart speake…

Mystified by martech? Introducing the ClickZ Buyers Guide series

Search Engine Watch sister site ClickZ has just launched the first report in its new series of buyers guides, which aims to to disentangle and demystify the martech landscape for marketers.The guide, which focuses on bid management tools, covers a range of market leading vendors and draws on months of research and more than 1,600 customer reviews.This will be the first in a series of guides created using the collective knowledge of the ClickZ and Search Engine Watch communities to help our readers arrive at more informed technology decisions.The modern martech landscape is complex and competitive, making it difficult for marketers to cut through the noise and select the right technology partners.Our buyers guides are created with the objective of providing a clear view on the areas in which vendors excel, in order to allow our readers to establish successful relationships with the most suitable platforms.What sets our guides apart is the use of a customer survey to hear directly from …

Six steps to improving your local search strategy

With local search proven to be one of the hottest SEO trends of 2017, it is projected to maintain its standing among make-or-break optimization factors in 2018.The competition between online and brick-and-mortar stores is heating up, and local search optimization can become a decisive factor in how a site ranks locally and, consequently, in how much traffic and clients it drives from local, on-the-go searches.Fortunately, major local search tactics are not that hard to master. Follow the six steps below to achieve the best results in terms of SERPs, traffic, and conversions on the local battlefield.Claim Google My BusinessFailure to claim your company’s account at Google My Business may be the reason your website does not show up at the top spot of Google’s local search results. If you are not there (and Bing Places for Business), you are missing out on incredible opportunities to drive local traffic.With Google’s local three-pack considered to be the coveted spot for every local busi…

Mastering social media advertising

Social media ads used to be the neglected stepchild of digital advertising. No longer: now there are sophisticated bidding tools, analytics and attribution solutions and advanced targeting options, among other features. If you’re a social media advertiser, are you taking full advantage of these tools? If not, or you’d like to step up your game, you should attend Mastering Social Media Advertising at SMX West. This one-day workshop is a great opportunity to network with other marketers and hear from seasoned pros on addressing pain points and tapping new opportunities in paid social.Want to know more about what to expect from the workshop? Click over to Five questions for social media ad maven Ginny Marvin where the workshop host and moderator talks about what the presenters will be demonstrating and the key takeaways you can expect from the day.

via Marketing Land

Building backlinks for better ranking – A #ShoutersChat Recap

Well, what are Backlinks?Backlinks are the incoming links that link your website to an authoritative website.But, why do you need these?It is one of the key factors that determines your ranking on any search engine.It also helps you to build organic traffic. Because your traffic directly determines what quality of backlinks your website has. If your backlinks contain any authoritative website, you are likely to have a better ranking and thus a better audience.There are various parameters on which the ranking of your website depends, but Backlinks are formerly one of the most important factor on which your SEO is measured.Now, building backlinks is of utmost importance and it is also not very hard to generate backlinks. In fact there are smart ways to build quality backlinks, and to get authoritative websites to link to your online business.That’s why this week’s #ShoutersChat was :“Building backlinks for better ranking”.In this week’s #ShoutersChat we discussed from primary strategy t…

Marketing Day: Gigya’s GDPR-friendly consent tool, Google’s Mobile Scorecard & Pinterest’s new COO

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:Are consumers burning out on social media?
Feb 27, 2018 by Dayle Hall
Contributor Dayle Hall offers tips on how brands can cope as consumers become increasingly detached and fatigued.SAP-owned Gigya offers a new GDPR-friendly consent tool
Feb 27, 2018 by Barry Levine
But that and two other identity/profile tools only apply to known users.Google releases Mobile Scorecard & Impact Calculator tools to illustrate importance of mobile page speed
Feb 27, 2018 by Ginny Marvin
One tools shows how a site stacks up against the competition on mobile. The other aims to drive home the impact mobile speed can have on the bottom line.Pinterest names Square’s former Business Lead, Francoise Brougher, as its first COO
Feb 27, 2018 by Amy Gesenhues
Brougher will lead efforts to expand Pinterest’s global operations and advertising business.Get back to basics:…

Are consumers burning out on social media?

It’s a troubling sign when Facebook publishes research to answer a serious question, one that we’ve all likely been trying to avoid for some time now: “Is social media bad for us?”Let’s not forget that social media has made a positive impact on how we interact with people, how we consume interesting and timely content, and how we share important moments in our lives.However, as with everything, it isn’t without its flaws. Simply consuming content passively, without any sort of interaction, has been shown to put people in a bad mood in just 10 minutes!On the other hand, positive interactions with friends and family — from celebrating important milestones to reminiscing on the past — can help people feel a greater sense of joy and a stronger sense of community, even if those interactions are purely digital.While the research ultimately concluded that social media could either negatively or positively skew people’s overall sense of well-being, depending on how it’s used, social media can…

SAP-owned Gigya offers a new GDPR-friendly consent tool

Last September, enterprise software firm SAP announced it was buying identity management platform Gigya.The acquisition raised some questions. Gigya allows users to automatically sign into participating websites with their social network logins and make their social profiles accessible to those sites if they chose.Since this independent identity manager would now become part of an enterprise software giant, the main question has been whether user data and privacy would be compromised. For its part, SAP is casting the Gigya acquisition as a way to help users gain “transparency and control over their data.”While that question is still on the table, SAP Hybris has announced three new Gigya-oriented tools — SAP Hybris Consent, Identity and Profile — for managing personal data in the age of the upcoming General Data Protection Regulation (GDPR).[Read the full article on MarTech Today.]

via Marketing Land

Google releases Mobile Scorecard & Impact Calculator tools to illustrate importance of mobile page speed

Google has been focused on getting marketers and site owners to focus on improving mobile site experiences for many years now. On Monday at Mobile World Congress in Barcelona, the search giant announced the release of two new mobile benchmarking resources: new Mobile Scorecard and conversion Impact Calculator.Both tools are aimed at giving marketers clear visuals to get buy-in from stakeholders for mobile site speed investments.The Mobile Scorecard taps Chrome User Experience Report data to compare speed of several sites on mobile. That’s the same database of latency data from Chrome users that Google started using in its PageSpeed Insights Tool in January. Google says the Mobile Scorecard can report on thousands of sites from 12 countries.As a guideline, Google recommends a site loads and becomes usable within five seconds on mid-range mobile devices with 3G connections and within three seconds on 4G connections.To put the Mobile Scorecard data into monetary perspective for stakehold…

Pinterest names Square’s former Business Lead, Francoise Brougher, as its first COO

Pinterest has named Francoise Brougher as its first chief operations officer. The veteran technology executive will officially begin her role on March 12, overseeing Pinterest’s sales, partner marketing, measurement, corporate and business development, and communications teams.According to Pinterest, Brougher’s overall aim will be to manage and grow Pinterest’s global operations and advertising program to bring the company through its next growth phase.“Francoise’s experience is going to be an incredible asset for our company and our mission of helping people discover and do what they love,” says Pinterest CEO and co-founder, Ben Silbermann.The CEO calls Brougher a world-class manager and sharp strategic thinker. As part of the executive team, Brougher will report directly to Silbermann. Recently promoted SVP of ads and commerce, Jon Alferness, who is responsible for developing and managing advertising products, will continue to report to Silbermann.Since 2013, Brougher has served as

Event recap: State of Search with Brainlabs

On February 22nd, leading digital media agency Brainlabs hosted the latest in its series of PPC Chat Live events at its London HQ.With speakers from Google, Verve Search, and of course from Brainlabs too, there were plenty of talking points to consider and digest. In this article, we recap the highlights from an enlightening event.The theme for this edition of PPC Chat Live was ‘the state of search’, with the focus squarely on the trends set to shape the industry in 2018 and beyond. The speakers delivered a wide variety of presentations that reflected on the industry’s beginnings, not just for nostalgia’s sake but also to illuminate the future too.Brainlabs has carved out a position as an innovative, data-driven search agency and this tone was carried through the evening, all ably assisted by Pepper the robot receptionist.Although paid search took up the majority of air time, there was still plentiful room for ruminations on the evolving role of SEO and what the nature of search tells…

Get back to basics: New Forrester report lays out priorities for mobile marketers

In a new report released last week, Forrester found that mobile marketers are increasingly dazzled by an influx of new technology to the extent that it may be hampering their intended mobile strategies.The 2018 Mobile and New Technology Priorities for Marketers: Why Marketers Must Keep Their Mobile Basics found that emerging technology such as chatbots, intelligent agents (IAs), artificial intelligence (AI) and the Internet of Things (IoT) is keeping marketers from leveraging as much as they could from mobile.[Read the full article on MarTech Today.]

via Marketing Land

15 actionable SEO tips to improve your search rankings

Google’s RankBrain is an algorithm that uses machine learning and artificial intelligence to rank results based on feedback from searcher intent and user experience.Diving deep to learn what makes RankBrain tick, here are 15 actionable tips to improve your SEO rankings.Optimizing keyword researchKeywords have long been the foundation to high-ranking SEO content.  Most of your content, whether it be blogs or website copy, begin with hours of definitive keyword research you could rank for, and outrank your competitors for.However, RankBrain has in some ways changed those run-of-the-mill SEO keyword research strategies you may have used in the past. It is all about searcher intent when it comes to the future of ranking, so it’s time to adjust your keyword research strategy.1. Rethink synonymous long-tail keywordsLong-tail keywords were once effective, before Google used semantic analysis and understood the meaning of words. You were able to compile a list of long-tail keywords from Googl…