Skip to main content

Posts

Showing posts from November, 2018
Instapage

Chevron storytelling uses purposeful immersive experiences to engage stakeholders

Frozen in place, alert and quietly breathing the eight-foot Perentie lizard sizes me up. The only discernible movement is an opaque eyelid gliding over a dark reptilian gaze. I don’t THINK it will eat me for breakfast. Suddenly it’s long, forked tongue darts out into the air just barely missing my nose, as the lizard loses interest and looks for his breakfast elsewhere. The Perentie is one of the largest lizards in the world and can only be found on a remote Island, off the Pilbara coast of Western Australia.However, instead of requiring the 20-hour flight from the US, I was able to experience this beautiful creature in my own backyard with the help of augmented reality.Chevron’s AR experience featured 3D, animated creatures native to Barrow Island, like the Perentie lizard.The Perentie lizard along with two other rare and wondrous creatures, the Euro or Wallaroo and the Flatback Turtle, was part of Chevron’s latest immersive augmented reality experience that launched at the 27th Worl…

Dragonfly: 500+ staff sign open letter for Google to drop new Chinese search engine

More than 500 engineers, designers, managers and other staff from across global Google offices have signed an open letter at Medium.com calling on the search engine to stop their Dragonfly project and for company leaders to “commit to transparency, clear communication, and real accountability.”As we reported last month…Google’s project Dragonfly first came to light in August via The Intercept and their reports surrounding leaked documents containing details about the project. In a nutshell, the project looked to be a fresh attempt by Google to re-enter the Chinese search market since having been blocked by the state back in 2010.Dragonfly was speculated to be taking the shape of a mobile search engine. This is unsurprising, as more than 97% of internet users in China go online via mobile devices (according to CNNIC) and it is in this vertical that the industry is seeing most disruption from companies such as Shenma, Sogou and Haosou.What was surprising were the subsequent leaked detai…

LinkedIn’s new privacy setting prohibits marketers from exporting emails

LinkedIn has introduced a new privacy setting that lets users choose whether or not their email address can be exported by connections. The default for the setting is “No” — meaning connections will be unable to download a user’s email via a data export unless the user manually switches the setting to “Yes.”This new privacy setting gives users a new level of added security around their email address, but at what cost to marketers?Impact on advertisers. “This was certainly a blow to advertisers,” says AJ Wilcox, a LinkedIn ads expert and the founder of the LinkedIn ad agency B2Linked. Wilcox says this new privacy setting will definitely impact marketers who used email addresses they exported from LinkedIn connections to target ads both on and off the platform.“One of the popular use cases of exporting these email addresses was CEOs who are well-known in a market who want to show ads to people who already know and respect them, which results in a warmer touch. Advertisers could take the…

Marketing Day: Amazon’s Cyber Monday, Facebook MRC viewability audit, YouTube Stories

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:Move over, Prime Day. Amazon’s Cyber Monday takes the crown.
Nov 29, 2018 by Barry Levine This year’s Cyber Monday was the online retailer’s biggest day of sales, ever.YouTube launches Stories feature for creators with 10K subscribers
Nov 29, 2018 by Amy Gesenhues
First launched by Snapchat, the popular content format has been adopted by Instagram, Facebook and now YouTube.5 predictions for B2B marketing in 2019
Nov 29, 2018 by Peter Isaacson
Connected data will be king and ABM will take over as a core platform but the tired old persona-based advertising will die in the coming year.Measuring return on content: It’s simpler (and more important) than you think
Nov 29, 2018 by Casey Wuestefeld
Here are some steps you can take to avoid the consequences of neglecting attribution in the mid-funnel.Recent Headlines From MarTech Today, Our Sister Site …

Move over, Prime Day. Amazon’s Cyber Monday takes the crown.

Amazon’s inventory of superlatives may be running low.The online retail giant had its single biggest day of sales ever on Cyber Monday, according to Adobe Analytics, based on the number of products sold globally. This beats its Prime Day in July — which had previously been Amazon’s biggest sales day.Why you should careAmazon remained king of a record breaking weekend, garnering 28 percent of all web sales over the holiday weekend, not counting its Prime Now and Fresh divisions. That is seven times its nearest online competitor, Best Buy.Overall, online stores sold $7.9 billion worth of goods on Cyber Monday, almost 20 percent higher than last year, Adobe reported. That tops Black Friday’s $6.2 billion. Saturday and Sunday set their own records as the biggest online shopping weekend, with $6.4 billion.Amazon itself said that it sold more products during the “Turkey 5” — the five days from Thanksgiving through Cyber Monday — than in any previous five days in its history. Amazon didn’t r…

YouTube launches Stories feature for creators with 10K subscribers

YouTube has launched its own version of Stories, giving creators with 10,000 or more subscribers access to the new content feature. First launched by Snapchat, Stories have become a popular form of content across Facebook, Instagram. YouTube’s version will keep Stories accessible in the mobile app for up a period of seven days — lengthening exposure for content from creators, influencers and brands that have sizable followers on the platform.Why marketers should careYouTube is the latest to rip off Snapchat’s innovative format. Instead of a one-time post that falls into the ether of timeline feeds, the packaging of multiple pieces into Stories resonate with users and offer more flexibility when it comes to content creation with the ability to add text or stickers across images and videos. YouTube is giving creators the ability to broadcast Stories on channels with 10,000 or more subscribers.The feature is designed specifically for YouTube’s creator community, but it applies to brands …

Decoding SEO for business leaders: 5 tips to get stakeholders on board

As SEO professionals, when we present our strategy and project ideas, we are often met with blank stares from business stakeholders. They are not able to connect the dots from SEO jargon to business goals.And my fellow SEO colleagues, we need to own this one. Every so often we forget to speak in simple language that is understood by all. We do tend to speak in acronyms and codes.In today’s digital world, we buy and sell online, we pay our bills and make our deposits online. When the first instinct of the users is to “Google” the products or services they want, the business needs to ensure they provide content that meets the user’s search intent. Search Engine Optimization plays a pivotal role in ensuring this content is optimized and available for search engines to display to the end users.Organic search contributes significantly to the website performance, as well as plays a critical role in the buyer journey, which could lead to a conversion or an engagement. Without proper SEO stra…

5 predictions for B2B marketing in 2019

As we close out 2018, most of us have already been spent the last couple of months (at least!) thinking about 2019. And as I think about the coming year, I think about “what’s next” for B2B marketers. This gets more and more challenging each year, because the pace of change has accelerated each year. But that’s also why B2B has become such an exciting and dynamic market during the past several years.So, here are five trends I predict will be hot for B2B marketers in 2019.1. ABM will become a core platform for marketers in the martech stackWhile CRM is the system of record for all sales activity and marketing automation systems are used by almost all sophisticated B2B marketers, each carries well known limitations. In particular, both focus on known, individual contacts. In an account-based world, that’s not enough. As a result, ABM platforms are quickly becoming the third leg to the B2B marketing tech stack. Together with CRM and marketing automation solutions, B2B marketers can span …

Measuring return on content: It’s simpler (and more important) than you think

Marketers are investing billions of dollars in content marketing efforts every year, and yet many have a very weak understanding of the return they see on such investments. According to the Content Marketing Institute, a third of B2C marketers (PDF) don’t even measure their return on content. That figure grows to a staggering 47 percent among B2B marketers (PDF).This lack of accountability is a stark contrast to the data-driven strategies that the same marketers are meticulously applying to their lower-funnel activities in search and display. Why the difference? Well, according to the Content Marketing Institute, 45 percent of B2C marketers who don’t measure their content ROI cite the top reason as “we need an easier way to do this.” That same response tops the list of reasons given by B2B marketers, right alongside “no formal justification required.”The simple fact of the matter is that many marketers aren’t tracking return on content because they’re intimidated by what they perceive…

Facebook passes key hurdle in MRC viewability reporting audit

A big part of the way Facebook aims to prove its ads are viewable has just taken a giant step forward. The Media Rating Council (MRC), the industry standard keeper for media measurement, has signed off on Facebook’s process for providing data to third parties for verification.The MRC has been reviewing how Facebook and Instagram handle data that it passes to its third-party vendors and how those vendors ultimately report on its viewability.MRC has yet to grant accreditation to the second part of the process — which is handled by the third-party verification companies after Facebook hands over the data — but, according to a press release (PDF) announcing the news, Moat, Integral Ad Science and DoubleVerify have agreed to let the MRC audit their portion of the process, as well.MRC’s audit process. Why it mattersViewability continues to be a hot topic, as advertisers yearn for standards and accountability. And after a tumultuous year, Facebook is pining for some good news.MRC accreditatio…

Marketing Day: Black Friday shoppers, Forrester buys SiriusDecisions & mobile ad fraud

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:Compare 15 top marketing automation platforms
Nov 28, 2018 by Digital Marketing Depot Regardless of your company’s size and marketing sophistication, marketing automation tools can provide the following benefits to the organization: Increased marketing efficiency. Enhanced ability to generate more and better-qualified leads. A multichannel view of prospect behavior. Better alignment of sales and marketing goals. Improved lead conversion and ROI. MarTech Today’s “B2B Marketing Automation Platforms: A […]165 million people shopped online and in stores over Black Friday weekend
Nov 28, 2018 by Greg Sterling There were just under 90 million multichannel shoppers who spent on average $93 more than online or in-store only buyers.Quora unveils new Promoted Answers ad unit
Nov 28, 2018 by Robin Kurzer The Promoted Answers unit has the same targeting op…

For many marketers, platform integration is a ‘must have’ for new tools

Marketers have many criteria for software tool selection, and the marketers of those tools have many angles to pitch.But one factor turns out to be a necessary first hurdle for many business tool customers:Is it integrated with [my favorite platform]?‘Everything in one spot.’ That is, many firms — small-to-medium-sized businesses (SMBs) in particular, but also some enterprises — are heavily dependent on, say, Salesforce or HubSpot, so they prefer tools that are natively integrated with those platforms.For inbound growth agency Nextiny Marketing, for instance, the universe of available software tools starts — and mostly ends — with those integrated with HubSpot, since the Sarasota, Florida-based firm is “built around HubSpot,” according to CEO Gabriel Marguglio.If it’s marketing, sales or service software, he told me, it has to be part of HubSpot’s ecosystem for Nextiny to consider it. His company frequently uses HubSpot-compatible business analytics dashboard Databox, video hosting en…

Teach yourself about machine learning and artificial intelligence

Though you’ll hear near universal praise for data-driven decision-making, many companies haven’t yet been able to put such a strategy into practice. Why? Well, one barrier, acknowledged by 75 percent of marketers surveyed by Econsultancy last year, is that too few in the marketing realm have the requisite training and education on data and analytics, particularly in the areas of artificial intelligence (AI) and machine learning.This situation leads both to hiring challenges and to great opportunities for those who possess or can develop the necessary skill set.If your company or agency doesn’t already have training programs in place, you’d do well to take matters into your own hands, as there are myriad online offerings that allow you to school yourself on the latest technologies. And they’re not all oriented toward programmers, meaning they can help marketers understand the best use cases and necessary building blocks for employing machine learning and AI to best advantage.1. Amazon’…

Compare 15 top marketing automation platforms

Regardless of your company’s size and marketing sophistication, marketing automation tools can provide the following benefits to the organization:Increased marketing efficiency.Enhanced ability to generate more and better-qualified leads.A multichannel view of prospect behavior.Better alignment of sales and marketing goals.Improved lead conversion and ROI.MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software in your business.This 48-page report includes profiles of 15 leading B2B marketing automation vendors, capabilities comparisons and recommended steps for evaluating and purchasing. If you are a marketer looking to adopt a marketing automation software platform, you need to read this report. Visit Digital Marketing Depot to download your copy.The post Compare 15 top marketing automation platforms appeared first on Marketing Land.

via …

Effective Amazon SEO: What to know when shifting ad budgets to Amazon

Sources from the ad industry have shone a light on how fast Amazon ad budgets are growing. Reports from various media agencies show that brands have been moving up to 50 percent of their previous Google search spend to Amazon ads. With shifting budget comes the need for more intentional Amazon SEO.A report by Jumpshot notes that what used to be Google’s share of product searches just three years ago is now Amazon’s and vice versa. The report says that by 2018, 54 percent of product searches began on Amazon compared to those that began on Google, at 46 percent. Granted, shoppers who found products through Amazon took relatively longer to make a purchase. Additionally, Google has a more diverse field for advertisers to play on — YouTube in particular.Nonetheless, Amazon is proving to be a serious contender in the Google-dominated space. To marketers, this means the work is only beginning when it comes to optimizing product copy for Amazon’s algorithm, Amazon A9.Amazon is being used for …

165 million people shopped online and in stores over Black Friday weekend

Pre-Thanksgiving surveys indicated that more people intended to shop online this year than in the past. That sentiment did translate into actual behavior, as Black Friday in-store traffic was down according to retail analytics firms.Store traffic down somewhat vs. 2017. RetailNext reported that on Thanksgiving and Black Friday sales in stores were down 4 to 7 percent and foot traffic was down 5 to 9 percent. Rival ShopperTrak said visits on Thanksgiving Day and Black Friday were down 1 percent for the two-day shopping period and down 1.7 percent on Black Friday compared with last year.The National Retail Federation (NRF) reported that over the past weekend 165 million people shopped either online or in stores or both. That compares with 174 million a year ago. NRF estimated that there were 67 million people in stores on Black Friday versus 77 million in 2017.Shoppers by ChannelSource: NRF (11/18)Multichannel shoppers spent more. Overall, NRF said there were roughly 90 million multicha…