Skip to main content


Showing posts from April, 2018

Forrester’s first report on media tech/services spending shows customer experience and AI are driving budgets

As Scott Brinker’s recently unveiled Marketing Technology Landscape shows, the number of vendors in this space is still booming.That boom now has some numbers attached to it, in Forrester Research’s first report specifically about marketing technologies and services.“The US Marketing Technology and Services Outlook, 2017 to 2022 [fee required],” which excludes media spend, found that spending in this space will reach more than $122 billion by 2022, about a 20 percent increase over today.And, indicating that Brinker’s eye-straining landscapes will become even more difficult to read, the report expects more “newcomers, fragmentation, and category blurring” as channels and budgets increase.[Read the full article on MarTech Today.]The post Forrester’s first report on media tech/services spending shows customer experience and AI are driving budgets appeared first on Marketing Land.

via Marketing Land

YouTube announces more moves to chip away at TV ad budgets

For years, digital platforms have courted TV advertising budgets, first via desktop campaigns, then with mobile-first efforts. Now, the pendulum is swinging back to the television screen. Consumers may be cutting their cable cords, but they’re still using their televisions or Smart TVs with OTT and streaming devices and gaming consoles.YouTube says TV is now its fastest-growing screen in terms of watch time, with over 150 hours viewed per day. “We’re amidst the second major shift in how people watch video on YouTube. In the past few years, we witnessed mobile viewership exceed desktop, marking the first major shift in how people interacted with YouTube,” said Debbie Weinstein, managing director for YouTube/Video Global Solutions, in the announcement.On Sunday, YouTube announced several initiatives to help advertisers reach TV screen viewers.YouTube TV to sell ads through Google Preferred networkYouTube says its own paid streaming service that packages content from network and cable ou…

Consumers lose trust in businesses with inaccurate NAP

Over the years we’ve seen the importance of the humble business listing change. While citations were once considered key link sources and their accuracy a contributing ranking factor for local search, today their impact has waned somewhat.However, as Moz’s most recent Local Search Ranking Factors survey found, NAP (Name, Address, Phone number) details in business listings and online directories are still considered fourth most important for ranking in the local pack and fifth most important in localized organic rankings.But not everything is about rankings: accurate citations are still a foundation tactic for any business, as they increase online visibility by placing businesses in the listings and directories in which potential customers are looking for them.That’s if they are accurate. What happens if they’re not?Recent research by BrightLocal, in the Local Citations Trust Report 2018, sought to answer this question by polling 1000 US consumers on how they feel and behave when they …

You vs. data: Where people fit in modern retail marketing strategy

Think about all the data you have as a retail marketer. Not just the volume of it; the actual contents of it.E-commerce site performance. In-store performance. Product feed. Demographics. Search. Social. Mobile. CRM. Shopping behavior. Geography. Competitive intelligence.Data surrounds you. But here’s the rub: If every data point doesn’t track to a business goal, the numbers can easily jumble into chaos and obstruct decision-making.That’s the problem with the people-data relationship today. We often lack strategic plans for using data, and we end up tracking information that isn’t relevant to business goals. If you feel daunted by data, that’s a sign you don’t have a strong plan for operationalizing it.[Read the full article on MarTech Today.]The post You vs. data: Where people fit in modern retail marketing strategy appeared first on Marketing Land.

via Marketing Land

Marketing Day: Sprinklr adds AI, customer acquisition on social media & Facebook’s earnings report

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:Sprinklr adds AI to its customer experience platform
Apr 27, 2018 by Barry Levine
Built around social media, the company is launching its new Intuition to initially categorize and route social posts related to customer care.Customer acquisition on social media — with your own data
Apr 27, 2018 by Brian Handly
At a time when the use of third-party data is under increased scrutiny, contributor Brian Handly touts the benefits of using your own.Facebook impervious to scandal as Q1 results of $12 billion easily beat expectations
Apr 26, 2018 by Greg Sterling
The company posted 50 percent ad-revenue growth; 91 percent was mobile.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:Why attribution can be overrated & create unintended consequences
Apr 27, 2018 by Scott Vaughan
Sure, attribution can be helpful, but …

Google’s mobile-first index: six actions to identify risks and maximize ranking opportunities

Google’s mobile-first index is here, causing fresh uncertainty about potential SEO impacts – but there are a number of proactive steps to take to manage risk and maximize ranking opportunities.Rather than passively wait to feel the impact of the shift to mobile-first indexation, we advise companies to take six specific actions to prepare for opportunities and protect site performance as the mobile-first index is rolled out throughout 2018.Brands that have been prioritizing mobile performance shouldn’t experience a negative impact from the mobile-first index, but an honest and systematic re-evaluation is required. Companies who have allowed the mobile and desktop experience to diverge over the years will likely experience change – rankings could be lost (or gained) as a result of the switch.Before diving in and making changes to prepare for the mobile-first index, we recommend running a full audit of current desktop and mobile rankings in all the regions your company does business in, …

Sprinklr adds AI to its customer experience platform

Over the last year, Sprinklr has repositioned itself as a customer experience cloud, centered around its former role as a social media listening and management platform.In another move to boost its capabilities, the company is this week adding the first installment of an artificial intelligence layer to its platform, called Intuition.It initially tackles the customer care flow in the platform, where brands are often overwhelmed by the volume of social posts requesting help, asking questions or making complaints.[Read the full article on MarTech Today.]The post Sprinklr adds AI to its customer experience platform appeared first on Marketing Land.

via Marketing Land

Customer acquisition on social media — with your own data

In the battle for customer acquisition, data plays an important role in marketing strategy, along with a desired product and excellent creative. There’s also the challenge of reaching a target audience where they spend most of their time, which today is within mobile apps and browsing social media.When we look at Google, Facebook and Amazon from the perspective of an advertiser, we see that they utilize much more data for their own benefit than they make available for audience segmentation.Amazon’s data has always been a walled garden. Their incredibly deep historical data on buying behaviors and patterns gives them a sizable advantage, leading to what many argue are cutthroat product decisions and incredibly targeted product recommendations.I expect Facebook will increasingly become a walled garden after overexposing and ineffectively monitoring third-party data use. By shutting down their Partner Categories program, they’re reinforcing to their advertisers that Facebook audience dat…

Facebook impervious to scandal as Q1 results of $12 billion easily beat expectations

Facebook announced first quarter revenues of $11.97 billion, which easily beat Wall Street consensus estimates. The company managed to post growth in all key metrics, despite the ongoing data scandals that have dogged it in recent months.Marketers spent $11.8 billion on ads on Facebook, which was up a whopping 50 percent vs. a year ago. Mobile ad revenue contributed 91 percent of that total or $10.7 billion. A year ago, mobile contributed 85 percent of ad revenues.Daily active users were up (albeit slightly in North America) 13 percent year over year to 1.45 billion. Monthly active users totaled 2.2 billion, also up 13 percent.In Q4 2017 Facebook had seen both usage and engagement declines. Investors were nervous about the continuation of that trend with this earning report. However, their fears appear to have been largely unfounded.[Read the full article on MarTech Today.]The post Facebook impervious to scandal as Q1 results of $12 billion easily beat expectations appeared first on M…

Marketing Day: Snapchat’s unskippable video ads, new Gmail features & Reddit’s native ads

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:Snapchat to test 6-second unskippable video ‘Commercials’ to run during Shows
Apr 26, 2018 by Amy Gesenhues
The new ads will be exclusive to Snapchat’s Shows content — the platform’s premium TV-like videos produced by entertainment studios and TV networks.Twitter attributes more than half of its $575M Q1 ad revenue to video
Apr 26, 2018 by Amy Gesenhues
Up 21% year over year, Twitter’s $575 million in advertising earnings is split evenly between its US and international markets.Report: Millennials least influenced by retail advertising, most active tech adopters
Apr 26, 2018 by Greg Sterling
The bar is getting higher for retailers, and most of them won’t clear it.The conflicted marketer’s take on AMP for Gmail
Apr 26, 2018 by Kyle Henderick
Will AMP for email be a force for unparalleled interactivity, or will it be a coding and QA headache? Con…

Snapchat to test 6-second unskippable video ‘Commercials’ to run during Shows

Snapchat will begin testing a new six-second unskippable video ad format it is calling “Commercials” that will run during a select number of the platform’s Shows — the TV-like videos it rolled out last year featuring premium content produced by networks and entertainment studios.The test will begin mid-May, according to a report from Digiday. Snapchat hasn’t shared any further details as to which advertisers will be part of the beta group taking advantage of the new video ad format or the Shows that will include the Commercials.Snapchat has been steadily building up its ad options this year. In January, the company updated its app-install ads and gave advertisers deeper analytics around their app-install campaigns. A month later, it opened its automated ad-buying platform to all advertisers. Last month, the company launched new location-targeting tools for advertisers, and just last week, it announced Shoppable AR Lenses.The six-second Commercials are a departure from Snapchat’s usual…

Twitter attributes more than half of its $575M Q1 ad revenue to video

According to Twitter’s Q1 2018 earnings report, video ads accounted for more than half of the $575 million advertising revenue it earned during the first quarter of this year.Twitter’s total revenue for the quarter was $665 million, a 21 percent increase year over year, and was split nearly evenly between its US market ($347 million) and international markets ($318 million). The $318 million revenue earned from international markets reflected 53 percent growth year over year.Ad revenue also saw a 21 percent increase. Of the $575 million in ad revenue, $288 million came from its US market. The $287 million in ad revenue from international markets accounted for 52 percent year over year growth.Not only was revenue up, but Twitter says its daily active users (DAU) grew 10 percent year over year. The site is now averaging 336 million monthly active users (MAU) — up from the 330 million MAUs it reported in Q1 of last year.Twitter reports it experienced “better-than-expected” growth across…

Report: Millennials least influenced by retail advertising, most active tech adopters

It may be that different generations have always shopped differently. However, new research from Euclid shows that millennials stand apart from earlier generations in their shopping habits and use of technology.The new Euclid report (registration required), based on a survey of 1,500 US consumers in March, is called “The Store of the Past Meets The Shopper of the Future.” It argues that Gen Xers and Baby Boomers are more closely aligned with one another than either group is with millennials. Overall, millennials are much more inclined to use technology throughout their purchase journey and have different expectations of retail experiences, including in-store.Use of buy online pick-up in storeSource: “The Store of the Past Meets The Shopper of the Future,” Euclid (2018)Millennials appear to be less focused on or impressed by basic retail competencies than Boomers and Gen Xers, who emphasized checkout wait times, inventory availability and simple returns as their top priorities for reta…

The conflicted marketer’s take on AMP for Gmail

Last month, Google announced plans to bring its Accelerated Mobile Pages (AMP) technology to Gmail, giving subscribers the ability to interact with email content without leaving Gmail.AMP is Google’s open-source framework designed to help publishers develop rich mobile pages, which is intended to make pages load faster and improve the overall web experience. AMP has received mixed reviews from developers, as many think Google (much like Apple) is trying to introduce more control for themselves.Now, Google is bringing this technology to Gmail, stating that it will “create more engaging, interactive, and actionable email experiences.” Google claims the goal of bringing AMP to Gmail is to give email users the ability to take action within emails. For example, users could fill out questionnaires, schedule meetings or book reservations without ever leaving Gmail. On top of that, AMP for Gmail will also allow email content to be kept current when viewed by subscribers.Assuming Google follow…

Why campaign structure is the killer competitive advantage

When pitching to new clients, business is rarely won based on the ability to tactically execute. It’s usually talking about how we will use data, or be able to deliver better than our competitors with whatever the latest thing might be.There is nothing wrong with that approach, as you would expect that any agency worth their salt would know best practices. However, all too often best practices are overlooked. The most effective change that can be made when taking over a new campaign–and even after managing for a while–is revisiting campaign structure. This might be the most basic detail of all, but it is critically important.Google rewards relevancyAs you know, Google changed the game when it introduced Quality Score into the bidding equation, and this remains a huge factor today. If you consider that you can’t control the number of advertisers in the auction, and you can’t stop someone from having deeper pockets than you, then how can you beat them? Quality Score.Quality Score is hea…

How to Backup your Gmail Inbox to another Gmail Account

Looking for an easy way to backup your Gmail messages? The Download Gmail add-on automatically saves a copy of your Gmail emails and file attachments to your Google Drive. You can then use the Drive client to backup the files saved in Drive to your local Windows PC or Mac.The little downside with this approach is that Gmail and Google Drive share common storage space. So if you archive an email thread that contains, say, a 10 MB file attachment, the email will end up consuming 20 MB overall space in your Google Storage (10 MB in Gmail and another 10 MB in Drive).Move Gmail Data from One Google Account to AnotherIf your current Gmail account is running low on storage, you can consider using a new Gmail account to backup your existing emails and then delete the bulky mails from the primary account to make space. There are no addons to install and the Gmail-to-Gmail transfer happens directly in the cloud.Let’s get started.Create a new Gmail account for backup, go to Settings, select the …

How to Copy Email Messages from GSuite to a New Gmail Account

Your current organization uses GSuite, formerly knowns as Google Apps, with Gmail for email. You are moving to another company and would like to archive all your existing email messages before they are permanently deleted from the Google servers.Our previous email migration guide discussed ShuttleCloud, a service built into Gmail that uses Gmail APIs to copy your emails from one Gmail account to another. That approach will, however, not work when you are transferring emails from GSuite to a standard Gmail account.How to Copy GSuite Emails to another Gmail AddressStep 1: Enable POPIn your old Gmail (GSuite) account, go to Settings, click the Forwarding and POP/IMAP tab, choose Enable POP for all mail in the POP download section and save your changes.Step 2: Generate passwordWhile modern apps work with the OAuth protocol that do not require you to share your Gmail password with third-party apps, the POP3 protocol needs your password in plain text to download your emails.While you are lo…

New Gmail features are on the way, including a confidential mode that lets users expire messages

Google announced today it is rolling out new Gmail features first announced earlier this month. In addition to the redesign and app integration it already said was coming, the new Gmail will involve a number of new enhancements.The latest updates include a “nudging” feature that will remind users to respond to messages, high-priority notification options, unsubscribe suggestions for newsletters that users aren’t reading, and “smart replies” (previously only available on mobile) on desktop, a feature designed to help users respond to messages more quickly.There is also a snooze feature that lets users put off emails until they have time to respond, and it includes small navigational tweaks like the ability to open an attachment without opening the email or to send an RSVP to a meeting invite while hovering over a message.Snooze emails and open attachments without opening an emailAmong Gmail’s latest updates, the most interesting feature may be the new confidential mode that lets users …

Reddit’s native ads are now available in the Android app

Reddit announced Wednesday that it has rolled out its native ad placements to the Reddit Android app. This follows the initial rollout of the native ads to the iOS app last month.The Android Promoted Post user experience mirrors the existing one for iOS. It features upvotes and downvotes and has comments enabled. Advertisers can also target by subreddits and interests, location, time of day and device type.There are also exclusion options for locations and subreddits. Images have also become available as an ad creative type, with video ads being tested by select managed advertisers.This latest move helps Reddit monetize traffic from its over 300 million users. The company says it has seen more than a 300 percent increase in click-through rates since launching Promoted Posts on iOS.The post Reddit’s native ads are now available in the Android app appeared first on Marketing Land.

via Marketing Land

Marketing Day: Facebook safety measures, Twitter’s updated TOS & 2018 Stackie Award winners

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:Facebook continues to refine its app data & ad-targeting safety measures
Apr 25, 2018 by Amy Gesenhues
The site announced a number of changes to its app APIs and introduced a new ad-targeting prompt that reminds advertisers about anti-discrimination policies. 3 lessons learned from 365,000 Amazon furniture & home goods product pages
Apr 25, 2018 by Andrew Waber
What helps product pages stand out and spur conversions in this competitive category? Contributor Andrew Waber lays out the results of a recent analysis. Twitter updates TOS and privacy policy to comply with GDPR
Apr 25, 2018 by Robin Kurzer
The social media company joins other large companies updating their policies to comply with the sweeping EU legislation. 2018 Stackie Award winners: The most impactful martech stacks this year
Apr 25, 2018 by Robin Kurzer
Scott Brinker announ…