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Showing posts from January 17, 2018

Search strategies — What worked and what didn’t for the 2017 holiday season

This Thursday, join our 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 in-depth 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 marketi…

Four ways to fix the social data disconnect

For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t.Social data doesn’t prove social success. And yet most marketers use engagement as their top social metric.Social data does offer vital business insights. But few marketers understand how social data relates to customers’ preferences.This is the social data disconnect. Most companies try to use social data for something it can’t do: proving marketing success. And when they try to use social for something it can do — providing insights — they very often fail.Social data doesn’t prove social successTry as we might, we’ve never reliably connected engagement or sentiment or any other social data to the business outcomes executives demand. But we believe that because social data springs from social programs, one can prove the value of the other. Unfortunately, it doesn’t…

Adobe launches commerce-based microservices across its clouds

Adobe announced this week a variety of new Experience Cloud features, including the introduction of commerce-based, accessible microservices.Director of Commerce Program Errol Denger told me that these 20 microservices are flexible, portable small programs offering such functions as shopping cart, wish list and inventory query. He said that Adobe is the first provider of marketing-focused clouds to offer these functions as microservices.Each microservice consists of a business object, business logic and connectors between business and commerce platforms, and the services support unlimited loads.Through microservices, these commerce functions are available with identical messaging, user flow and functions across Adobe’s clouds, and the client companies that use Adobe’s platforms can modify them via JavaScript in order to make messaging or user flow conform with their brand.[Read the full article on MarTech Today.]

via Marketing Land

Search advertising vs. display advertising: Which delivers the best returns?

Whether you’re a newbie or a seasoned vet, determining if you should use search advertising or display advertising for your marketing campaign is tough.Use the wrong channel and you potentially ruin the maximum success of your whole campaign.Thankfully, there are ways to decide which is the best for your business and which will generate the most conversions.Display advertisingDisplay advertising is everywhere online. Every website you visit has ads that showcase products for sale. But have you ever noticed you keep seeing the same ads on your social media feeds and the like?That’s because display advertising tracks a user’s behavior in order to put the right ads in front of the right customers. Display ads are also sometimes known as banner ads, like this one:Major advantagesBrand awarenessIn order to properly utilize display advertising, you need to understand its purpose. In short, display ads are great for driving brand awareness because, generally, these types of ads are found in …

ContentSquare adds AI to become a ‘fully automated’ provider of experience insights

ContentSquare makes its living by recording what users do on a website and then distilling it into insights, for such clients as Walmart, Tiffany and Unilever.This week, the Paris-based firm is adding a new AI recognition algorithm that automatically learns about a site, turning the company into what it calls “a fully automated” provider of digital experience insights.ContentSquare’s platform is used to determine, for instance, why users sign up in a form field less often when a buy button for a new product is added to the same page.To acquire the user data, the Paris-based firm adds to the site’s header a tag which captures data from every page. When new elements like a form field are added to the page, the client would then have to configure the new page using ContentSquare’s dashboard.CMO Efrat Ravid compared this approach to some tag management firms’, where new elements sometimes mean more tags as well as configuration. AI-based analytics has then been used by ContentSquare to de…

Freckle CEO: Every single online KPI goes away with better (offline) attribution

It goes without saying that smartphones have radically changed the marketing landscape. One of those changes is the capacity to determine whether and how digital ads are affecting foot traffic into stores. Location data collected from mobile devices also offer a range of other benefits: audience and operational insights, competitive benchmarking and more.Yet, despite these capabilities, location data and offline attribution are still not widely utilized. I recently talked with Neil Sweeney, founder and CEO at Freckle IOT about the current state of location intelligence, offline attribution and where things are headed in the near future.Greg Sterling: How widely adopted is offline attribution today?Neil Sweeney: I think it is maybe 5 percent [of brands, retailers] at most. Those that are adopting offline attribution, if they are, are doing so using a standalone channel (i.e., Google) and not holistically across the board.GS: What are some of the other current use cases you’re seeing fo…

YouTube sets stricter rules on videos that can carry ads

Google has announced several significant changes to how it will be monetizing content on YouTube. The changes come after a series of updates the company has implemented in response to repeated advertiser backlash over the past year.In a blog post Wednesday, Paul Muret, VP of display, video and analytics acknowledged “2017 was a difficult year, with several issues affecting our community and our advertising partners”.The problems — namely brand advertisements appearing on extremist, racist and other objectionable content, badly behaving YouTube stars whose channels are part of the Google Preferred premium advertising program, and alarming content involving and/or targeted to children — largely stem from a lack of oversight, controls and transparency.Muret outlined three primary changes to further address these challenges.1. New thresholds for channels to carry adsLast year, Google enacted a 10,000 view minimum on YouTube channels to be able to part of the YouTube Partner Program and ca…

Facebook kills off news: Publishers panic, try to remember how to do SEO

By now you’ve no doubt heard the news that’s been shaking up the internet since late last week.But in case you just came back online after a week-long internet blackout, here’s what’s happening: on Thursday 11th January, Facebook announced a major change to the way posts are ranked in News Feed.In order to promote more “meaningful” interaction with friends and family, Facebook said that it would “prioritize posts from friends and family over public content … including videos and other posts from publishers or businesses”.In general, brands have not tended to rely on Facebook for traffic since it dramatically reduced the organic reach of branded content a little over three years ago, forcing brands to pay for reach or go elsewhere for traffic. However, publishers have long been the exception to that rule, with Facebook acting as a huge – and vital – source of referral traffic to publishers’ websites.This has led many publishers to plan their strategy and output directly around Facebook…

10 great reasons to book your ticket NOW for SMX West!

The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment.But that’s not the only reason to secure your seat now. In fact, here are 10 more for you to chew on.Stay up-to-speed on the latest in search. The search marketing industry is defined by change. Honestly, between the time you read this email and Day 1 of the conference, something will change — and it could be something major. At SMX West, you’ll be trained on the most cutting-edge tactics, as well as the latest breaking news and developments. View the complete agenda and our special SEO, SEM and Retail tracks.Take a deep dive. Attend an SMX workshop. Choose from full-day, rock-star seminars on Google AdWords, advanced SEO, social media advertising, Google Analytics, mobile optimization, technical SEO, or conversion rate op…

Understanding AdWords keyword match types for manufacturers

In a previous column, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products.Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers — when a platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities.For example, under Basic Tips for Building a Keyword List, AdWords uses the example of men’s shoes:[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Salesforce Commerce Cloud enhancements, new releases from IAB Tech Lab & more

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:Be the first to see the MarTech 2018 agenda!
Jan 16, 2018 by Marketing Land
The MarTech agenda is live! We’re so excited to bring 50+ sessions, presentations and keynotes from more than 75 martech experts to San Jose, California, April 23-25. Join us for an unparalleled experience designed to educate, inform, entertain and connect you to the MarTech community. Check out the complete agenda here.4 reports you can pull from Ahrefs that you didn’t know existed
Jan 16, 2018 by Kevin Rowe
Columnist Kevin Rowe points out some handy reports available in Ahrefs for helping to inform your link building, SEO and content strategy. Why not check them out?Use your data to make 2018 the year of good business
Jan 16, 2018 by Malcolm Cox
It’s the time of year when we commit to doing better things. Columnist Malcolm Cox believes 2018 should be the year of consu…

Stop competing against yourself for your own customers

What do telecom, financial services and CPG (consumer packaged goods) have in common?Besides spending some of the highest amounts on digital marketing, the companies in these verticals all sell multiple product lines to the same person. Through data management platforms and identity resolution solutions, they’re now beginning to realize that, in many cases, their multiple product marketing teams have all been paying to reach the same customer.Today, brands in these industries will often run separate marketing campaigns for each product line and designate distinct media budgets by department. This is a relic of how companies operate in silos, with separate P&Ls (profit and loss statements) due to mergers and acquisitions having separate accounting software in the past, or just accountability structures.[Read the full article on MarTech Today.]

via Marketing Land

‘Marketing doesn’t drive revenue, sales does’ (and other myths)

“Marketing doesn’t drive revenue — sales does.” Sound familiar? I can’t tell you the countless clients I have worked with who have made statements like that, illuminating their company’s narrow perspective on marketing as a cost center, not a revenue center.As I should hope we all know, no department can operate independently and effectively drive revenue, at least not in any sustainable way.Revenue growth is a matrix of cross-functional responsibility across engineering, finance, operations, sales, marketing, customer success and others. All parties across the enterprise have a hand in driving and building revenue. As the rest of these key functions and stakeholders play their part in the equation, sales and marketing specifically must work closely together — jointly, really — to drive revenue.Legacy metrics don’t tell the whole storyThe problem is that it’s easy to benchmark and measure sales performance with traditional higher-level and revenue-based KPIs. The difficulty and tensio…

Be the first to see the MarTech 2018 agenda!

The MarTech agenda is live! We’re so excited to bring 50+ sessions, presentations and keynotes from more than 75 martech experts to San Jose, California, April 23-25. Join us for an unparalleled experience designed to educate, inform, entertain and connect you to the MarTech community. Check out the complete agenda here.The MarTech conference focuses on the three pillars of martech success: marketing, technology and management. We dive deep into these disciplines, delivering rich, dynamic sessions brimming with insights and strategies that will drive your organization’s digital transformation.Here’s a taste of some of the sessions in store:Marketing:Flawed to Formidable: Converting How VMware Measures Marketing’s B2B ImpactThe Power of the Crowd: How to Build, Analyze and Activate Your User CommunityTransforming the Customer Lifecycle through Account-Based MarketingTechnology:The Path to Martech Consolidation May Be DiversificationMarketing in a Blockchain World: Executing with Greate…

4 reports you can pull from Ahrefs that you didn’t know existed

Author’s note: Besides being a customer of Ahrefs, I have no affiliation with the tool, and this is not a paid article.Ahrefs is a robust SEO toolset that is popular among search professionals — yet many are not using it to its fullest potential. There are so many nooks and crannies in Ahrefs that it can take a while to learn everything it has to offer.The following lesser-known Ahrefs reports can provide useful data which can help you with your link building and content strategy.URL Rating distribution reportHidden in the bottom right corner of the Overview page, this report provides an at-a-glance view into a website’s backlink profile.[Read the full article on Search Engine Land.]

via Marketing Land