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Showing posts from January 23, 2018

News Corp’s Rupert Murdoch calls (again) for payments from Silicon Valley

News Corp Executive Chairman Rupert Murdoch has long been critical of Google and online content aggregators in general. He sees them as parasitic and, at one point in 2009, publicly stated that he would block Google from crawling his sites.Obviously, that hasn’t happened, and from time to time, Murdoch has moderated his anti-Silicon Valley rhetoric. But now he has turned his ire toward Facebook. Reviving a previous demand, Murdoch is once again calling for big internet sites to pay for news content:Facebook and Google have popularized scurrilous news sources through algorithms that are profitable for these platforms but inherently unreliable. Recognition of a problem is one step on the pathway to cure, but the remedial measures that both companies have so far proposed are inadequate, commercially, socially and journalistically.There has been much discussion about subscription models but I have yet to see a proposal that truly recognizes the investment in and the social value of profes…

Snapchat will let non-users see Stories outside its app but won’t show them ads (yet)

Snapchat is pulling a Twitter in a bid to accelerate its Twitter-esque user growth. Snapchat will enable people to share and view its content outside of its app, Snapchat’s parent company Snap announced on Tuesday.Starting tomorrow and coinciding with Snapchat’s major redesign that was announced last month and is slowly rolling out, people with the updated app will be able to share links to certain public Stories that people will be able to view even if they don’t have a Snapchat account.The new Story-sharing feature will be limited to some of the public Stories appearing in Snapchat’s redesigned Discover tab, though not all. Eligible Stories include Official Stories created by celebrities and influencers, Our Stories curated by Snapchat’s in-house team and Search Stories automatically cobbled together by Snapchat’s computers. Snapchat’s most premium Stories — its original shows and the Publisher Stories produced by media companies — will remain locked within Snapchat’s app.While Snap…

Twitter COO Anthony Noto leaving company to become CEO of troubled SoFi

Twitter announced this morning that Chief Operating Officer Anthony Noto was resigning to become CEO “at another company.” That company is SoFi, and the move is seen by Wall Street as a blow to Twitter.Noto was originally hired in 2014 as CFO from Goldman Sachs. He helped take Twitter public and became COO in 2016. Last year, Twitter hired Ned Segal, another Goldman Sachs veteran, to replace Noto as CFO.Analysts attribute much of Twitter’s recent product direction and positive momentum to Noto, who has been the day-to-day leader at the company. The question now is whether Twitter can find someone who can give the market confidence.Noto is taking over at SoFi at a time of some uncertainty, following the recent departure of co-founder and CEO Mike Cagney amid sexual harassment allegations and other problems at the online bank.In the press release confirming Noto’s departure, which had previously been rumored, Twitter said that Noto’s responsibilities would be assumed by other members of…

Got a few minutes? Do a 5-point email audit

How’s 2018 going so far? I hope you came back to work after a break with renewed vigor and optimism. Now is the perfect time to think about what you want to do over the next 12 months.I always urge marketers to set aside time, while the year is young, to go off-site for a strategy day and develop a plan for your marketing year — not just campaigns, but what you’re going to do to move your program forward.But what if you’re a team of one? Or if you’re too busy with everything you need to deliver to take a whole day, or even a half-day, for a strategy session?Don’t worry. I’ve got your back. My five-point email audit will help you assess your program’s effectiveness and challenges, then map out a course to follow.If you do have a strategy session, have each member of your team conduct this audit before you meet. Then, during your session, compare answers to see how in sync everyone is.5-point email audit addresses acquisition, process and in-house promotionEach item on this list is an i…

Don’t miss your chance to save $300 on a ticket to SMX West! Book now!

We’re excited to bring SMX West 2018 to San Jose, California, March 13-15! The agenda is posted, the speakers are selected, but these Early Bird rates won’t be around much longer. Book your ticket by February 3 and enjoy $300 off on-site rates. If you’re planning to join us, it’s a no-brainer. Book now and save!Now let’s unpack what’s in store for SMX West…Who’s speaking?This year’s lineup features powerhouse brands like Disney ABC Television Group, Cisco Systems, eBay, Google, IBM and Bing, as well as dozens of accomplished marketing agencies, from the boutique to the global.Don’t miss this unique opportunity to learn from experienced in-house and agency marketers in a welcoming, 100 percent white-hat environment. You’ll only get reliable, proven tactics from our reputable speakers.Check out the full list of speakers here.What’s on the agenda?The search marketing industry is constantly changing, which is why it’s so important to give yourself time to bone up on what’s new. The SMX We…

How to get started with local SEO

Local SEO proved to one of the biggest trends throughout 2016 and 2017, and is expected to continue doing so throughout 2018.Businesses that have been able to optimize their on-page and off-page SEO strategies are already reaping the supreme benefits of local SEO. For others, there are undeniable opportunities to begin their local SEO journeys.Google suggests that 80% users conduct online searches for local businesses, while 50% of users who do a local search on mobile for a business visit its store within a day. Yet businesses continue to miss the opportunities that local SEO provides.Don’t be that business. Instead, use the tips and tricks mentioned in this guide to get started with local SEO.Claim your Google My Business page and optimize itGoogle+ might have mostly fizzled out, but Google My Business continues to be a cornerstone for implementing local SEO. If you’ve not claimed a Google My Business listing for your business yet, this is the time to do so. The chances of your busi…

AdStage makes the shift from ad management to campaign analytics & automation platform

AdStage launched in 2013 as a platform for cross-channel (search and social) ad campaign management. In 2016, it launched cross-channel reporting and automation tools. Last year, the company launched its Universal Data API to power reporting and automation by bringing business intelligence and campaign data together. Now, the company officially moves away from its campaign management roots to become a holistic advertising analytics, reporting and automation platform.Being subject to nearly constant changes of native ad platforms like AdWords and Facebook can be an unsteady business. AdStage touts its new positioning as providing “closed-loop” analytics, reporting and automation software for paid marketers with its suite of products: Report, Automate and Universal API. The aim is to give marketers real-time, unified access to their sales and lead performance data, along with campaign data across digital channels — thus closing the loop.Among the customers AdStage is serving are those w…

The 7 biggest trends driving customer loyalty

According to 3Cinteractive, 64 percent of brands reported an increase in loyalty program membership over the last year. Loyalty programs are becoming more sophisticated, moving beyond the traditional spend-and-get model, to omnichannel and multichannel programs that recognize customers for every interaction they make with a brand. Smart marketers are capturing and leveraging loyalty data to understand their customers better and market effectively to them.We’re seeing significant advancements in loyalty as brands seek new ways to add value for customers. Here are the seven biggest trends impacting the loyalty landscape currently.1. Omnichannel and multichannel programs are replacing traditional programsMore and more brands are adopting omnichannel-based loyalty programs, which are proving to be very effective. Omnichannel loyalty connects customers to a brand across all touch points seamlessly and provides members with the opportunity to be rewarded for spend and engagement across all …

Website redesigns: How to retain and improve your SEO

A new website should be an opportunity to improve SEO, conversion rates and digital marketing as a whole. Unfortunately, it can also be an invitation for disaster — if the right steps aren’t taken to ensure a smooth transition from old website to new, you can damage the SEO equity your site has worked hard to build over the years.In this article, I take a look at everything you need to consider during a website redesign to ensure you retain and improve your existing search engine rankings and traffic. (As a primer to this column, a good understanding of SEO as it relates to web design is essential.)A cautionary taleFor many businesses, organic search can be the biggest driver of website traffic. And, in these cases, damage to SEO during a redesign can be catastrophic. During the 19 or so years I have been playing around at this, I have seen some real horror stories, but one in particular has always stuck with me.[Read the full article on Search Engine Land.]

via Marketing Land

The unique selling proposition: A key element for SEO success

Google processes trillions of searches per year, which equates to billions of searches each day. How do they decide what is the most promising result for every single one of that staggering volume of questions?Experience shows that you don’t have to be a huge website for a major brand to rank in the top spot for a given query. Google doesn’t care which sites show up high in SERPs, as long as the page lives up to user expectations, which is something they measure on a tremendous scale. That begs the question: What is it that makes a page stand out, as far as Google is concerned? Why do pages rank in Google in the long term?[Read the full article on Search Engine Land.]

via Marketing Land

Incorporating a chatbot? How to put the customer first

Artificial intelligence is one of the biggest buzzwords in society, and the business world is making widespread use of a practical application of the technology: chatbots. Bots are rapidly taking over customer service roles, with consumers unable to tell whether they’re communicating with a human or a computer in some cases.Chatbots deliver results that human customer service representatives cannot. Bots don’t need to eat, sleep or take bathroom breaks, which means they’re available 24 hours a day. Chatbots can detect when customer interactions are going poorly and transfer the call to a human representative, but having a bot on the front lines dramatically decreases the number of calls that people must field.An army of chatbots is also able to field an infinite number of calls without the need for grating hold music punctuated by occasional reassurances that “your call is important to us.” Because bots are computer programs, they’re able to mine data from interactions with customers …

Marketing Day: Apple Services, Amazon Go & reputation management tips

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:As world waits for iPhone X sales, Apple Services has become a Fortune 100 business
Jan 22, 2018 by Greg Sterling
Services revenue will probably exceed $31 billion for calendar 2017, not including payments to iOS developers.How to launch a successful refer-a-friend program
Jan 22, 2018 by Digital Marketing Depot
Everyone knows word of mouth is an effective channel for acquiring new customers, but few businesses systematically drive the channel through a dedicated referral program. Often, it sits as a request from the marketing team on the development pipeline year after year.For Reduxio’s CMO, diversity is key to building a winning marketing organization
Jan 22, 2018 by Amy Gesenhues
Mike Grandinetti says companies need people with multiple perspectives and experiences to get a holistic view of what’s really happening in the world.Amazon Go Sto…

As world waits for iPhone X sales, Apple Services has become a Fortune 100 business

There are numerous reports coming out out from financial analysts arguing that iPhone X demand is “soft” or below expectations. Apple will report its holiday quarter earnings on February 1, 2018. We probably won’t find out how many iPhone X units sold but we will get overall iPhone sales figures.Last year over the holiday 2016 quarter, Apple sold more than 78 million iPhones for revenues of $54.4 billion. That was record revenue at the time. This year expectations are tempered by some of the bearish forecasts coming out, although Apple said in late October that demand for the iPhone X was “off the charts.”A new consumer survey (n=500 US adult buyers of Apple products) from Consumer Intelligence Research Partners (CIRP) found the following breakdown of iPhone sales in the 2017 holiday quarter compared with a year ago.iPhone Sales Mix (Holiday Quarter)CIRP said that the iPhone 8 and 8 Plus were responsible for 61 percent of total US iPhone sales in the final quarter, while the iPhone X …

How to launch a successful refer-a-friend program

Everyone knows word of mouth is an effective channel for acquiring new customers, but few businesses systematically drive the channel through a dedicated referral program. Often, it sits as a request from the marketing team on the development pipeline year after year.Or perhaps worse, a referral program is built, fails to deliver and is then neglected and marked down as a failed endeavor. In these situations, it’s easy to assume that referral will never work.Most businesses can get referral to work if they approach the challenge in the right way and invest in discovering the keys to unlock the channel. This guide from Mention Me is designed to help you determine how to make the referral channel work for your business.Visit Digital Marketing Depot to download “How to Launch a Successful Refer-a-Friend Program.”

via Marketing Land