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Showing posts from January 24, 2018
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Reach score: A suggested standard for local marketing

Local events and nonprofits are a fragmented channel. Each metro area has its own fingerprint, which leads to diverse partnerships and content opportunities. But when it comes to measurement, a standard for local reach is difficult to maintain.When we started local sponsorship programs at our company, we used website metrics, such as Moz’s Domain Authority (DA), to evaluate each partnership. But evaluation of website authority doesn’t cover the whole picture of a local entity. There’s more to reach than a search engine’s perception of a website.Over the past few months, we’ve developed an algorithm that measures website authority, in addition to other social and real-world metrics. In this article, I’ll go through some of our findings.Finding reach ‘next door’We incorporated metrics such as social media following, email newsletter subscribers and event attendees (yes, real-world metrics!). These numbers show a bigger picture of a local event or organization’s authority.Maybe an organi…

[Report] Why should marketers care about transparency in paid media?

Paid media transparency has become an increasingly pressing industry issue over the last few years.In January 2017, Chief Brand Officer of Procter & Gamble (P&G) Marc Pritchard drew attention to the issue of dishonest agency advertising practices, after an unpleasant surprise in its dealings with one agency led to the company reviewing all of its media-agency contacts.Just two months later, the issue of transparency and brand safety in programmatic advertising came to a prominent head, when a number of major brands discovered their advertising being displayed next to objectionable content online.These are not isolated examples. Rather, these well-known cases are symptomatic of an issue endemic to the entire advertising industry. The budgets, metrics, processes and other dealings that surround paid media campaigns are shrouded in obscurity, preventing the brands which buy advertising from knowing exactly where this spend is going, what they are buying, and how it is benefiting …

Burger King Whopper-splains net neutrality’s repeal in new ad

Trying to explain to people why the repeal of net neutrality is an important issue is like trying to force-feed brussels sprouts to a toddler. So Burger King has opted to wrap the matter into a Whopper.On Wednesday, Burger King debuted a new ad that aims to educate people about net neutrality by translating it into terms anyone can understand: Do you want to pay extra to get your food on time? No? Well, what about the internet?In the ad (embedded below), Burger King shows customers — which it claims are “actual guests” — made to wait longer than usual to receive their Whoppers because they declined to pay a higher price for a faster turnaround.The skit is a comical stand-in for the issue of net neutrality rules, which were repealed by the Federal Communications Commission last month and whose repeal enables internet service providers to charge people additional fees to receive data over the internet, such as The New York Times’s website, videos on Netflix or email messages on Gmail. I…

The mobile marketing checklist you need for 2018

In today’s interconnected and technology-dependent world, businesses can no longer afford to stay away from mobile.With roughly three-quarters of Americans owning a smartphone, and mobile conversions being up 64% compared to desktops, businesses have no choice but to adjust their digital marketing campaigns to the new reality of mobile-driven marketing.An efficiently launched and well-run mobile marketing campaign can become pivotal in impacting SERPs, traffic, user engagement, and conversions. It is definitely one of a few crucial areas, along with voice search, AI, and machine learning, that every SEO professional needs to pay attention to in 2018.In this article, I will explain why mobile marketing is a big deal, and also provide a checklist of general tips and guidelines that digital marketers and SEOs can use in their mobile marketing campaigns in 2018.Mobile marketing trendsSmartphones and tablets have become an integral part of our lives, and most businesses are following the t…

100+ Blogging Tools For 2018, Categorized (+ Expert Tips)

Blogging is an art, and using the right blogging tools will make your art rise and shine!This is an epic list of blogging tools to which you can refer (hint: bookmark it!), and find new tools to enhance your blogging experience as well as the experience of your readers!This epic list of blogging tools consists of resources for all types of bloggers whether professional, part-time or personal. I have structured them into various sections, allowing you to evaluate and choose the right tool for right purpose.Though the list of available tools is long, every tool is useful in its own way. I also offer a one-line comment for each tool as a quick but helpful reference.I have personally used at least 75% of the tools mentioned below, and the remaining 25% are suggested by bloggers whose opinions I read and I trust.Note: Some of the links have my affiliate link ( I will buy coffee) The Ultimate Cheat Sheet of Blogging ToolsDesktop blog editors:Desk: This will pull you away from all the distra…

Best WordPress Backup Plugins For Automated Backup: 2018

One of the best tips you will ever get is to keep your WordPress blog secure. The best way to do that is by keeping a WordPress backup.There are many WordPress backup plugins available in the WordPress plugin directory, but very few of them allow for a complete backup. When we talk about a complete backup, it means taking a backup of database, and a backup of the “wp-contentfolder”. Moreover, it’s always recommended to automatically backup WordPress to make sure you have the most recent version of your blog backed up.Why is backing up your WordPress blog important?Most bloggers make the mistake of not backing up their blog and they end up regretting it later. If you are one of those bloggers who hasn’t yet configured a backup system for your blog and rely on a backup offered by your hosting company, you are making a big mistake.Understand that WordPress is software, and it runs on PHP and MySQL. All the files are stored on your web-hosting company.  As a rule, anything that is related…

How companies are using chatbots for marketing: Use cases and inspiration

As businesses continue to find ways of cutting costs and improving customer engagement, chatbots have become a leverage point among large companies such as WhatsApp and Facebook. These conversational agents, using text or voice commands to answer queries or guide consumers with their purchases, serve as alternative solutions to customer service representatives.As Pete Rojwongsuriya of Travelistly told Forbes, “Bots have been around for ages but the reason why it is trending now is that the advancement of AI seen on products such as Google Assistant and Siri that have gone beyond a fad to become a useful product with real impact on the mass.”In this article, I’ll present three real-world chatbots or virtual assistants that deliver ROI to their companies. These examples serve as use cases for companies considering adopting chatbot technology in their operations. Each example includes a company description, chatbot/virtual assistant design and purpose, value proposition (tangible busines…

15 PPC pro tips for writing text ads

While every part of your PPC program is important, few elements are as crucial, or visible, as your ads. Often, your ads are prospects’ first introduction to your brand — and we all know how important first impressions are!Additionally, you need your ad to accomplish certain things. You want to grab attention, communicate your message clearly and get qualified prospects to click — all while staying within character count limits and other restrictions.So, how do you write a great text ad? Here are 15 tips for getting it done right.[Read the full article on Search Engine Land.]

via Marketing Land

3 SEO tasks to start 2018 off with a bang

We’re just about three weeks into the new year, and the momentum you establish now can easily set the pace for the rest of your year.I’d like to help you start 2018 off with a bang by earning three simple wins that will set the stage for further success and growth, not just for this year, but long into the future.These wins are simple, but that doesn’t mean they’re easy — because while the concepts are not complex, a lot of work will be required to accomplish them.That may seem like a bad thing, but it’s actually a blessing in disguise because it means that most of your competitors won’t even put in the effort, which will give you a significant advantage over them.[Read the full article on Search Engine Land.]

via Marketing Land

Facebook CMO Gary Briggs is retiring

Facebook is losing its marketing boss at an inopportune time for its brand.Facebook CMO Gary Briggs is retiring more than four years after leaving Google to join the company, he announced on Tuesday. In addition to traveling and working with other companies as an advisor or board member, “I plan to help the Democratic Party on some efforts leading up to the US midterms this year through to 2020,” Briggs wrote in a Facebook post (embedded in full below).Prior to joining Facebook in August 2013, Briggs served as Google’s VP of consumer marketing before being appointed Motorola Mobility’s CMO following Google’s acquisition of the hardware maker. He had previously worked at eBay and PepsiCo.During his time atop Facebook’s marketing organization, Briggs oversaw the airing of the company’s first TV spot in 2012, as well as its cross-platform campaign to promote Facebook Live in 2016. Most recently, Facebook debuted a campaign called “Hopes” in an effort to promote positivity and associate F…

Google AdSense adds style automation for native in-feed ads

Publishers that want to run Google AdSense native in-feed ads on their sites can now opt to have Google’s machine learning take control of the creative look and feel of those units.Native In-feed ads are meant to have the look and feel of the rest of the content in a feed. Now, when creating an in-feed ad unit, publishers can select “Let Google suggest a style” and enter a URL with a feed on it. Then they can select an element from the feed — font, color, styles — for the ad unit to match.This is a new option. The manual functionality is still available for those who want more control over their ad units.

via Marketing Land

Marketing Day: Updates to Snapchat Stories, Twitter loses its COO & 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:Gartner releases its first Magic Quadrant Report on Digital Experience Platforms
Jan 23, 2018 by Barry Levine
The report cites Adobe, IBM, Sitecore and Liferay as Leaders of this platform, a centerpiece set of tools for how brands interact with customers and others.News Corp’s Rupert Murdoch calls (again) for payments from Silicon Valley
Jan 23, 2018 by Greg Sterling
Murdoch wants Facebook and Google to pay news publishers a “carriage fee.”Snapchat will let non-users see Stories outside its app but won’t show them ads (yet)
Jan 23, 2018 by Tim Peterson
People will be able to share links to view Official Stories, Our Stories and Search Stories from Snapchat to view them on Snapchat’s site.Twitter COO Anthony Noto leaving company to become CEO of troubled SoFi
Jan 23, 2018 by Greg Sterling
Wall Street sees the loss of Noto as a blow to the social…

Gartner releases its first Magic Quadrant Report on Digital Experience Platforms

Customer experience has become the name of the game for marketers. And digital experience platforms (DXPs) provide tools for providing a consistent and engaging presentation layer across digital channels, whether sites, portals, mobile web or apps, voice agents or other delivery platforms.Research firm Gartner is out with its first Magic Quadrant report on DXPs [fee required if from Gartner; a free version is available from Adobe and other vendors], replacing its previous Magic Quadrant on Horizontal Portals. It surveys this essential category, whose functions include persona modeling, journey mapping, responsive layout, data-driven design, content management, search, personalization, rating and recommendations, access to information based on roles and many other tasks.The report notes that digital commerce is not essential for a DXP, although some DXPs do offer commercial capabilities.The key thing to remember about digital experience is that it’s not just content and information, bu…