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Showing posts from January 18, 2018

Google introduces Cloud AutoML for employing machine learning without experts

Machine learning has become essential to digital marketing because it allows the generation of predictive models from past data. These predictions allow marketers to target the right offer at the right time, and they help systems recognize things in the real world.This week, Google Cloud is taking another step toward making machine learning accessible to every level of business.It is introducing its Cloud AutoML service, which provides access to custom machine learning models that the company says can be trained “with minimum effort and machine learning expertise.”This complements the Google Cloud Machine Learning Engine, released last year, that lets developers with machine learning expertise create models for any kind of data. As part of this service, Google has already made available via APIs pre-trained models in Vision, Speech, Natural Language Processing, Translation and Dialogflow (for voice- and text-based dialogues) for business applications.The idea with Cloud AutoML is that…

Competitive research: 3 free steps to a better brand strategy

In the course of my work, I get the chance to help companies of all shapes and sizes get on track to achieve long-term, sustained growth. One of my most requested services is the gathering of competitive intelligence. Clients have a fervent desire to better understand the competitive landscape, but they often lack the resources to obtain this information and effectively integrate it into their marketing strategies.This series of articles will focus on some simple ways you can gather actionable data on your competitors — without the use of third-party tools or paid subscriptions — and weave it into your own marketing efforts.A few months back, I was having a conversation with a client about competitor research, and he made a comment that stuck with me. He compared the methodology of a project I had just presented to that of a Walmart marketing executive spending most of her day at Target.In my eyes, this was an apt analogy. Nearly all the data I had gathered was publicly accessible and…

10 Google updates you may have missed

Google rarely stands still. In fact, the search giant claims to tweak its search algorithms at least 3 times per day.Some of these updates are bigger than others, and the past month has brought an unprecedented wave of newsworthy enhancements.Just yesterday, for example, the industry was abuzz with the news that Google would officially be using page speed as a ranking factor in its mobile search algorithm from July.Not all of Google’s updates make a huge splash, however, and as a result some of them might have slipped under your radar. To help out, we’ve rounded up the 10 recent Google updates that are most likely to impact search marketers.1. 16 months of Search Console data(!)Perhaps the most common request from SEOs to Google over the past few years has been to add more historical data to Search Console. The 3-month limit has always been a hindrance to SEO performance analysis, particularly as we have come to rely on Search Console for query-level data.After a period of beta testin…

What does Google’s “Speed Update” mean for mobile?

Yesterday,Google announceda major upcoming change to its mobile ranking algorithm.In a short blog post entitled ‘Using page speed in mobile search ranking’, it explained that starting in July 2018, page speed will officially be a ranking factor for mobile searches.The catchily-named “Speed Update” (a feat of inventive naming on a par with “Assistant”) is set to only affect “pages that deliver the slowest experience to users” and, in Google’s words, will only impact a “small percentage of queries”.However, given that Google processes around 3.5 billion search queries per day (per Internet Live Stats), a “small percentage” can still amount to a lot of websites.So for any website owners and SEOs who might be concerned about how this affects them, let’s examine what we know about the update so far, and what it means for mobile SEO.Speed as a ranking factor: coming to a mobile update near youGoogle has used page speed as a ranking factor on desktop since April 2010, but although having a f…

Optimize your holiday marketing dollars – long after the Christmas lights dim

E-commerce marketers had a lot to be thankful for in 2017.According to statistics from Adobe Digital Insights, digital transactions on Cyber Monday were up 16.8 percent year over year in 2017 — making it the largest online shopping day in US history. (Mobile sales cracked a record $2 billion on Cyber Monday.) Online sales on Black Friday were also up 17 percent over the previous year. In fact, overall, it was a record holiday season for e-tailers, with the National Retail Federation saying nearly $140 billion was spent online during the period.These are hard-won gains for retail marketers, who have been navigating a growing number of ad formats and digital media investments in order to acquire and retain customers. According to research by Magna, 2016 was the year when digital ad spending finally surpassed TV ad sales in the US.But while holiday time can feel like a spending spree for marketers, now we’ve reached the onset of the post-holiday hangover: that lull in retail demand in Ja…

Starting a Vlog – A Recap To #ShoutersChat

A Vlog is a video blog. It is producing and sharing your content in video form. Through vlogging, people can share their opinion on any topic and produce content about anything that they wish for.The popularity of vlogging has and is rising at a rapid pace. The rise in the popularity of video blogs can be attributed to the mere fact that anybody who has a camera which can record a video and an internet connection can become a vlogger. So, it is much easier to become a vlogger.Everybody today has access to the internet. People nowadays are more likely to watch a video rather than reading a document to get knowledge about something. It is considered to be much more convenient and it also adds a personal touch to any post. Thus this helps to target a much larger audience.   But the question is, “How do you start vlogging?”We here at ShoutMeLoud will help you to get answers to all your queries.That’s why this week’s #ShoutersChat was:“Starting a Vlog”In this week’s #ShoutersChat, we discu…

Voice search in retail: Evolving the customer experience

Voice search stands to live at the heart of how retail marketers guide the customer experience into the future.Behind every voice query lies data riper with real-time intent and context than perhaps any other source of shopper information. A spoken query is a direct window into what consumers want at that moment, how they think about a topic — or product — and their emotional state of mind.As a result, voice queries are leading to new pools of intent-driven, contextual, real-time data that marketers can use to develop more customer-centric engagement strategies.To be sure, voice technology has come a long way, and it still has a way to go. But its upward trajectory is poised to deliver better content and interactions in the near term that will increase adoption of spoken search, and in turn, enable marketers to evolve their approach to the customer experience.[Read the full article on MarTech Today.]

via Marketing Land

Marketing Day: A holiday e-commerce wrap up, Freckle CEO interview & YouTube’s new rules for advertisers

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:The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season
Jan 17, 2018 by Amy Gesenhues
Adobe reports 2017 holiday e-commerce revenue climbed to $108.2 billion, beating forecasts by nearly $1 billion.Search strategies — What worked and what didn’t for the 2017 holiday season
Jan 17, 2018 by Digital Marketing Depot
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.Four ways to fix the social data disconnect
Jan 17, 2018 by Nate Elliott
When companies try to use social data for providing insights, they very often fail. Contributor Nate Elliott …

The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season

The 2017 holiday season was another record-breaker in online sales.Adobe reported $108.2 billion in online sales generated between November and December of last year, an increase of 14.7 percent year over year. Adobe’s final numbers were nearly a billion dollars more than what the company had predicted back in November, when it forecast online holiday sales would reach $107.4 billion.Adobe’s online sales results are more than $30 billion less than the holiday online “and other non-store” sales of $138.4 billion that the National Retail Federation (NRF) reported, The NRF numbers represent an increase of 11.5 percent year over year.Why the gap? While Adobe’s numbers are based on 80 percent of online transactions for the largest 100 online US retailers, NRF’s Craig Shearman, vice president for government affairs public relations, says his organization uses official government data from the Census Bureau.“Census only reports online sales as such on a quarterly basis. On a monthly basis th…