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Showing posts from January 12, 2018
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From breaking down walled gardens to augmented reality adoption: Five predictions for social in 2018

The hangover has just faded. Diets are starting. Gyms are full to the brim. It must be January. And with all that self-reflection and salad comes hope and excitement for the year ahead. What does 2018 have in store?Personally, I’m hoping for a kitten and a lottery win. But as for the world of social media — if 2017 is anything to go by, it’ll be full of surprises. Here are my top five predictions for the year ahead in social.1. Breaking into the walled gardenWay back in January 2017, Marc Pritchard, chief brand officer of Procter & Gamble, set the tone for the year with his industry-shaking keynote speech at the IAB’s annual leadership conference. In it, he took aim at various targets, but Facebook and Google sat firmly at the top of the list. He announced that P&G was done with accepting the duopoly’s self-regulated metrics, and would be demanding that all partners adopt third-party, accredited verification of audience numbers.P&G is the biggest advertiser on Earth, so th…

‘Consent is unworkable’ for programmatic ads in the era of GDPR

Consent “isn’t going to work” for programmatic or direct-sold advertising under the General Data Protection Regulation (GDPR).That’s the conclusion of Johnny Ryan, head of ecosystem at anti-ad-blocking solutions provider PageFair. His firm has spent the last two years trying to figure out how GDPR is supposed to work, given the current digital ad environment.With a few exceptions, he pointed out, GDPR specifies that publishers and advertisers need to get consent from each user to employ their personal data to target ads.The personal data includes any info that can be used to help pinpoint an individual; for GDPR, that includes IP addresses and browsing trails, as well as email addresses. And the consent needs to itemize each use, which PageFair says is at least 10 different opt-ins for digital ads, including showing relevant ads, creating a profile based on your browsing habits, seeing if you interacted with an ad and so on.“Consent is the only possible basis [for targeted digital adv…

Can autonomous stores catch on?

Don’t look now, but experiments to turn physical stores into automated vending machines are breaking out all over.Last month, Chinese e-commerce giant JD.com announced it is opening hundreds of convenience stores that have no human employees. Designed around facial and object recognition technology, this initiative goes beyond Amazon’s Go pilot autonomous store, unveiled a year ago. JD’s effort is only the latest in a series of unmanned store experiments in that country.Also in December, Walmart said it was experimenting with a cashierless store concept store called Project Kepler that was also propelled by computer vision. And that big box retailer has already started using robots to scan aisles, check what’s out of stock and automate restocking.An Amazon patent for a mirror that dresses the shopper in virtual clothes without help from store personnel became public last week. And LG showed robots at this year’s Consumer Electronics Show that are designed to take the place of serving …

Facebook moves to ‘fix’ the News Feed by de-emphasizing commercial content

Facebook has had a tough year. Despite the fact that revenues are soaring, engagement has declined, and there’s less personal content sharing on the site. In addition, the societal discussion around Facebook has turned sharply negative since the election of 2016.Earlier this month, Facebook CEO Mark Zuckerberg said his goal for 2018 was to “fix” the product:Today feels a lot like that first year. The world feels anxious and divided, and Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent.My personal challenge for 2018 is to focus on fixing these important issues. We won’t prevent all mistakes or abuse, but we currently make too many errors enforcing our policies and preventing misuse of our tools. If we’re successful this year then we’ll end 2018 on a much better trajectory.The twin goals of increasing user engagement and fending off …

How to make sure your social media marketing is on track for 2018

A new year brings new challenges in social media marketing. Luckily, this is the best time of the year to review your social strategy.2018 is officially here and this means that we need to plan our social media strategy for the year ahead. Every new year requires the necessary adjustments to ensure that we’re still using every social platform effectively.If your social media marketing didn’t go as planned in 2017, this is the perfect opportunity to analyse what went wrong.If you had a successful year with your social strategy last year, then you can still explore new ideas and achieve further success in 2018.We’ve created a checklist to help you review your social media marketing and keep on top of the latest trends.1. Analyze audienceAre you reaching the right audience? A closer look at Audience Insights on each platform can help you understand if you need to expand or narrow down your reach.2. Analyze the platforms that you’re usingUse your insights from the past year to assess the …

7 Helpful Tips To Choose A Great WordPress Theme On ThemeForest

Choosing an ideal WordPress theme is a very important task if you’re launching a WordPress site or redesigning an existing one. But with the thousands of WordPress themes out there, choosing the right theme for your site can be quite a task.I had already talked about some basics to think about before choosing a WordPress theme. Therefore, in this post, I’m going to talk about how to choose themes from one specific theme marketplaceThemeForest.In this article, I will share 7 tips on how to pick the best themes on ThemeForest. You’ll learn the best way to search for themes, as well as the boxes that you should tick before you make your final decision and install your new WordPress theme.Here’s how to find a quality theme on ThemeForest:1. Use Search Filters To Find Relevant ThemesAt the time of writing this post, there are over 11,000 WordPress themes listed on ThemeForest.That means trying to find the perfect theme is a task as nerve-wracking as looking for a needle in a haystack. T…

Report: Google to step up reviews of YouTube premium videos

Google is set to begin placing tighter review controls on videos published on YouTube channels included in the Google Preferred bundling of content for major brand advertisers. That’s according to Bloomberg Technology, citing anonymous sources familiar with the plans.The latest triggers to alarm marketers about YouTube have been the controversial content posted by YouTube stars (such as Logan Paul, whose channel is no longer part of Google Preferred after he posted a video showing the body of a suicide victim) and highly objectionable videos featuring or aimed at children. This comes after a year of heightened brand safety concerns about advertising on the video platform after brand ads were found running on extremist and racist content.According to the Bloomberg report, Google Preferred videos will be checked by human reviewers in addition to algorithmic review. In December, YouTube CEO Susan Wojcicki said Google would be increasing the number of people reviewing content to as many a…

Marketing Day: Amazon shopper report, a new AdSense tool & top holiday retail strategies

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:New report: The Internet of Things and blockchain tech are made for each other
Jan 11, 2018 by Barry Levine
IoT devices are constantly talking about themselves, and shared ledger technologies just love to record it all, permanently.46% of Prime members say they buy on Amazon at least once a week
Jan 11, 2018 by Amy Gesenhues
New Amazon shopper study from Feedvisor gives insight into consumer behavior on the e-commerce site.7 B2B marketing strategies you need to know
Jan 11, 2018 by Digital Marketing Depot
For B2B marketers, it has become more important to blend together marketing best practices to create a customized strategy that will fit your target audience. For this white paper, Salesforce picked seven of the most popular marketing trends and techniques to examine how they fit together to make your marketing stronger and more adaptable.AdSe…

What are you putting on the front burner? B2B marketing predictions and recommendations for 2018

My overarching prediction for 2018 is that more and more B2B marketers will stop hiding behind vanity metrics like click-through rates and low-cost leads and finally get down to the business of driving real business impact. I say this because I’ve already observed it happening in spades with our own clients.More than ever before, we’re seeing our clients’ sales teams looking to marketing as a key collaborator. And marketing is responding by focusing more and more on what sales really needs: account-based insights and buying-center-focused support. Over the next year, I think my prediction will become exceedingly visible in three specific areas:1. Investment will double down on solving root cause issues[Read the full article on MarTech Today.]

via Marketing Land

New report: The Internet of Things and blockchain tech are made for each other

A new report from research firm Kaleido Insights proposes that two of hottest new technologies — The Internet of Things (IoT) and blockchain — would make a really hot couple.In IoT, wirelessly connected sensors are embedded in almost everything — refrigerators, auto parts, dog collars, perhaps even cereal boxes.On the one hand, this means everything can be tracked, inventory-managed and made selectively accessible through a continual stream of signals. This flow of constantly talking objects and devices will help propel businesses away from a product-orientation (sell this car) to a service-orientation (sell the car, but maintain a connection with the car and the car owner).On the other hand, it means that there is a continual stream of signals for as many as 10 billion connected devices and objects in the next four years, according to some estimates. Needless to say, that’s a huge amount of tracking to identify those Things, verify who owns them, authenticate their interaction with o…

46% of Prime members say they buy on Amazon at least once a week

According to a new report on Amazon user behavior from Feedvisor, Amazon Prime members are visiting the e-commerce site at an extraordinary rate.Conducted in partnership with Walker Sands Communications, the survey found that 85 percent of Amazon Prime members visit Amazon at least once a week. An even more astounding reveal is that nearly a third of Prime members (31 percent) are going to the site daily.Feedvisor’s report (free, registration required) included survey results from 1,576 respondents — all US Amazon shoppers. Sixty-five percent of the respondents were Amazon Prime members.While 85 percent of those Prime members report visiting the site once a week or more, that number drops to 56 percent for non-Prime members going to Amazon at least once a week.Approximately how often do you visit Amazon?Source: Feedvisor Of the 85 percent of Prime members who visit Amazon at least once a week, nearly half (46 percent) make weekly purchases, and 6 percent make daily purchases. Feedviso…

7 B2B marketing strategies you need to know

For B2B marketers, it has become more important to blend together marketing best practices to create a customized strategy that will fit your target audience. For this white paper, Salesforce picked seven of the most popular marketing trends and techniques to examine how they fit together to make your marketing stronger and more adaptable.You’ll learn how to:identify and implement elements of some of the year’s most popular B2B marketing strategies, including account-based marketing and predictive analytics.spot trends in your prospect’s behavior that can inform your marketing strategy.build trust and better relationships with your clients and prospects in the age of the customer.work more closely with your sales team to create a streamlined buying experience.Visit Digital Marketing Depot to download “7 B2B Marketing Strategies You Need to Know About.”

via Marketing Land

AdSense rolls out ad balance optimization tool for publishers

Google AdSense has announced two new Experiments features to give publishers a deeper understanding of how certain factors affect their users and advertising earnings.Ad Session LengthThe Experiments page now includes a new metric called “Ad Session Length.” This metric shows how long a user spends on your site, helping publishers gauge the user experience, with longer ad session lengths being more desirable.Ad Balance toolThe Ad Balance tool was initially launched in early 2017 but was on-again-off-again in availability as bugs were worked out. The tool is now back for good.The tool empowers publishers to reduce the number of ads shown (or ad fill rate) to users in order to weed out poorly performing ads. Limiting the lesser performers allows the weight to be given to higher-revenue ads, with the added benefit that they are likely to provide a better experience for users.Ad Balance will also analyze the impact on site revenue if you lower your ad fill rate. Google cautions that more …