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Showing posts from January 9, 2018

Marketers, here are some blockchain terms you might want to know

Perhaps you’ve just recently gotten your head around new terms like “header bidding,” “machine learning” or “growth hacking.”Well, time to unwrap your head once again. Because an ecosystem built around blockchain technology is coming to marketing, search and advertising, and new ecosystems bring new vocabularies.Best known as the tech infrastructure behind the cryptocurrency bitcoin, blockchain tech is now becoming the foundation for a variety of other uses.Essentially, it’s a shared, permanent ledger in which all transactional steps are immediately recorded for everyone in the blockchain to view. It makes possible several new kinds of applications, such as smart contracts, and it can facilitate a variety of decentralized communities, reward systems or transactional networks.To help get a sense of this new blockscape (OK, that’s just a word I invented), I spoke with Alanna Gombert. Until recently, she was the General Manager of the Interactive Advertising Bureau’s Tech Lab, and now sh…

The top 10 things I learned about online advertising in 2017

Now that 2017 has come to a close, it’s time to put away our fidget spinners and reflect on another interesting year in online advertising. Here’s my summary of what changed — and what didn’t — over the last year.Things that are still really hardGoing 100% in-house. Every year pundits proclaim the end of agencies, and every year agencies continue to grow. Why? Because online advertising is complicated, changes quickly and requires an army of full-time employees if you want to do it all in-house. Even the biggest, most fiercely self-sufficient companies still farm out a ton of work to agencies. While the roles and responsibilities of agencies will evolve, their utility will remain.Ad tech. Ad tech companies continue to build amazing, industry-changing products. They then sit and watch as their competition copies their innovation and cuts fees. This race to the bottom hurts both the innovator and the copycat. There’s no evidence that this cycle will end anytime soon.Monetizing content. …

To comply with GDPR, BlueVenn is having to reimagine itself

For Consumer Data Platform BlueVenn, the upcoming General Data Protection Regulation (GDPR) means it has to think like a company that it’s not.It must think like a company that interacts with consumers, since it provides a golden master of customer data records for its hundreds of client companies. That data is then employed to set up campaigns on its platform, which are then implemented through connections with external platforms like email service providers or ad networks.But it doesn’t interact directly with consumers. If a client is a large insurance company, for instance, that insurance company is consumer-facing and has to obtain consumer consent for specific data uses, as required by GDPR. Since BlueVenn now needs to support those actions on the back end, it must think about how the insurance company goes about its daily business.[Read the full article on MarTech Today.]

via Marketing Land

Mobile-first indexing in 2018: 3 things SEO professionals should do right now

As an SEO expert or agency, you’ve spent years attempting to navigate the murky waters of helping your clients find customers online using algorithms, link building hacks, on-page and off-page technique.And when you thought you were finally making good progress, BOOM! Paradigm shift and the game changes.The mobile revolution happens.Google announces its interest in improving user experience and making search results more useful by making its index mobile-first.According to the Google Webmasters Blog:To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience …

5 Best WordPress Push Notification Plugins For Web + Mobile

Of all the ways to get more traffic to your website, one method in particular that I experimented with in 2017 was website push notifications.Like the notifications you get on your phone, browser push notifications let you send messages to your website’s visitors even when they’re not on your website.It’s a method that I’ve definitely seen success with and I encourage you to try it on your own website:I’ve written more about the benefits of push notifications in the past. So rather than focussing on the theory in this post, I’m going to jump to the five of the best WordPress push notification plugins to make it easier for you to add push notifications to your blog or your website.What To Look For In A Push Notification PluginAs you go through this list, there are a few things that you should pay attention to:What devices does the service support? Most services support Chrome and Firefox, but it is rare to find a service that supports Safari, which may be a problem if you have a lot of…

10 facts about rich results that all SEOs should know

As of December 19, 2017, “rich results” is the new name for all of Google’s special search result features and enhancements, including rich snippets, rich cards and enriched results.As a marketer, those terms probably aren’t new to you. They’re intended to make search results stand out by incorporating additional information in the form of pictures, review stars and so forth.Below, I’ll cover everything you need to know about rich results going into 2018.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Influencer marketing, AdWords budget change & Facebook video 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:Holiday Retail Search Strategies: What worked, what didn’t in 2017
Jan 8, 2018 by Digital Marketing Depot
Join our panel of experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off.2018: Year of the Influencer or year of the influencer marketing implosion?
Jan 8, 2018 by Kevin Lee
Influencer marketing has become very popular as a form of social media marketing, but can that popularity last? Columinst Kevin Lee discusses some of the benefits and risks of this strategy.3 resolutions marketers must keep to thrive in 2018
Jan 8, 2018 by Mike Sands
From putting customers first to sharing data, columnist Mike Sands lays out…

So, what’s it like to be a CMO of a marketing-focused business?

The CMO role and marketing’s revenue influence have never been greater. There’s a seemingly endless number of ways to engage with prospects, customers and stakeholders, an abundance of data at our fingertips, and ever-improving technology to make us smarter and faster. It’s an exciting time to be a marketing leader.But what if you’re a CMO of a company whose target audiences are marketers — leaders and practitioners who know your craft? With the parallel role you have, the expectations and scrutiny rise to another level. It’s like you’re in a fishbowl and everybody is looking at what you’re doing, how you’re doing it, what strategies you’re using and the tactics you’re deploying. Fun!While I’m writing this in the context of a CMO serving other marketers, the same is true anytime your role is similar to those of your target customers. Here are a few ways I’ve learned to turn this unique position into an advantage for you, your prospects and customers.[Read the full article on MarTech T…

Holiday Retail Search Strategies: What worked, what didn’t in 2017

Join our panel of experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also examine best practices for search marketing for the 2018 holiday shopping season.Register today for “Holiday Retail Search Strategies 2017: What worked, what didn’t,” produced by Digital Marketing Depot and sponsored by SMX.Speakers:
Brad Geddes is a co-founder of Adalysis, an ad testing and recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. He has been working in paid search since 1998.Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing exp…

2018: Year of the Influencer or year of the influencer marketing implosion?

If you haven’t tried influencer marketing, you may feel as if you’re in the minority. Many brands have plunged into it and seen a positive impact on revenue. And yet there are substantial risks that accompany influencer marketing that should scare any brand or agency wishing to engage in it.What is influencer marketing?Influencer marketing is when brands partner with social media “influencers” — people with a large following on one or more major social media platforms — to promote their products or services. These influencers may be actual celebrities (such as actors or professional athletes), or they may simply be popular figures within their social media platform of choice (such as YouTube stars or Instagram models).The principle behind influencer marketing isn’t new. Brands have been using celebrity endorsers for many decades because they’re an effective way of transforming public affection for athletes, actors and other notable people into memorable impressions (and therefore sale…