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Showing posts from January 30, 2018

Survey: Amazon, Google top SMB ‘Trust Index’

Local business network Alignable released its most recent small business (SMB) Trust Index Report, which reflects net promoter scores (NPS) from its member base. The company says it’s now monitoring “115 brands across 25 categories” and capturing ratings from more than 50,000 business owners.All Alignable members are permitted to rate brands, and the company does not screen for customer or purchaser status. However, Alignable argues that this methodology provides a more accurate picture of brand reputation than selectively polling customers.Here’s the list of highest-rated brands overall in Q4 2017:AmazonGoogleAuthorize.NetAppleWordPressFedExStripePayPalGoogle AppsUPSLinkedInMailChimpSquareVistaprint1&1TwitterDropboxMicrosoft OfficeIntuit QuickbooksOpenTableThe company also released a list of reputation leaders by category. Those not already on the list above include:E-commerce: WooCommerceSocial & Digital: YouTubeTraditional & Events: EventbriteMarketing Automation & …

The 5 Big Disruptions to Marketing in 2018

Join us for the 2018 update to Scott Brinker’s highly popular webinar on the disruptions affecting today’s marketers. Building on the 2017 edition, Scott will examine how the martech landscape has evolved over the past 12 months and outline what lies ahead for marketers in the next three to five years.The marketing world is in the middle of five major disruptions that are reshaping the industry as we know it:Digital transformation.Microservices and APIs.Vertical competition.Digital everything.Artificial Intelligence.These trends are dramatically altering the digital landscape in which businesses operate, changing how brands function internally and how they engage with customers.Find out what’s changed, what’s ahead and how marketers can leverage these disruptions for a successful 2018. Register today for “The 5 Big Disruptions to Marketing in 2018,” produced by Digital Marketing Depot and sponsored by the MarTech Conference®.

via Marketing Land

Ad tech firms join PageFair’s new Perimeter initiative for GDPR-compliant ad targeting

Having analyzed the upcoming General Data Protection Regulation (GDPR) and determined that user consent is “unworkable” for targeted advertising, PageFair is now trying to reinvent that wheel.The Dublin, Ireland-based firm has announced a joint initiative with eight other ad tech companies that provides GDPR-compliant ad targeting without requiring user consent.The initial group of participating US-based and European companies are ad server Adzerk, banner ad builder Bannerflow, ad automation agency Bydmath, custom ad developer Clearcode, SSP Converge Digital, digital ad agency Digitize, CRM-targeting ad provider SegmentIQ and customer data platform Velocidi. The companies will be working within Perimeter as one option, not as their exclusive environment.The key objective, PageFair CEO Sean Blanchfield said in the announcement, is to rewire “the advertising supply chain to work without personal data.”[Read the full article on MarTech Today.]

via Marketing Land

Cisco study: Data privacy issues can delay sales

Data privacy issues are not just a problem for compliance with the upcoming General Data Protection Regulation (GDPR). Concerns about data privacy can also be bad for completing sales.That’s a key takeaway in a new report from Cisco, its “Privacy Maturity Benchmark Study.” As many as 65 percent of businesses worldwide are finding “significant sales cycle delays” because of privacy issues, the report says, based on a survey of almost 3,000 global security professionals in 25 countries.Two-thirds of respondents said data privacy can cause an average delay in sales cycles of 7.8 weeks. Causes can include an inability of sales teams to address concerns by customers, inadequate corporate policies or engineering issues. Plus, sales cycle delays can be directly impacted by a company’s privacy maturity level.[Read the full article on MarTech Today.]

via Marketing Land

Bringing creative in-house: 8 steps for avoiding disaster

Clients are taking more and more of their programmatic work in-house, and that migration is now increasingly moving beyond media buying to include creative work. In fact, here at our company, we’ve seen at least half a dozen major clients in the last 12 months take meaningful steps to bring digital creative in-house. Unfortunately, many of them are struggling to achieve their business-case goals, as well as maintain the quality to which they became accustomed when using outside resources.Motivations to bring creative work in-house include perceived cost savings versus working with creative agencies, as well as the desire for more agility and the ability to be more responsive to the needs of the business. But accomplishing those goals without impinging on the quality of the creative is a real challenge. The ultimate objective — better, more effective advertising — often gets lost in the shuffle.Often, proper planning can help ease the pain of bringing new functions in-house, and the di…

Educators, doctors and kid advocates call on Facebook to end ‘Messenger Kids’

Facebook was well-intentioned when it launched its Messenger Kids app for children under 13 last year. It’s ad-free, designed to be kid-safe and offers total parental control; however, a group of organizations, doctors and educators is now calling on the Facebook CEO to shut it down.In an open letter to Mark Zuckerberg, the group says:Given Facebook’s enormous reach and marketing prowess, Messenger Kids will likely be the first social media platform widely used by elementary school children. But a growing body of research demonstrates that excessive use of digital devices and social media is harmful to children and teens, making it very likely this new app will undermine children’s healthy development. Younger children are simply not ready to have social media accounts.Organized by the Campaign for a Commercial-Free Childhood, the signatory group includes Common Sense Media, Parents Across America, Parents Television Council, EPIC and the ACLU of Massachusetts, as well as a list of ed…

How to find the perfect domain strategy for international SEO

As you look to expand the reach of your business to customers in different countries, your website setup and the content you have in place will need to change and evolve.Before you even begin thinking about content localization and local keywords for each market, the technical setup of your website needs to be considered. The first step of this process is domain strategy.What domain you use when targeting local markets can impact how your site performs. There are a number of options for your domain structure:Country code top-level domains (ccTLDs)Subfolders or subdirectoriesSubdomainThere are pros and cons for each of these. In this article, I’ll examine each of the different options, their benefits and drawbacks, and consider how you can find the best domain strategy for your individual situation.Country code top-level domains (ccTLDs)ccTLDs (or Country Code top-level domains) are specific to a country: for example, .de for Germany or .fr for France.Pros of ccTLDsAutomatically associ…

Inside Google’s new Search Console: What’s new, what’s the same, and what’s still to come?

Earlier this month, Google rolled out the beta version of its new and improved Search Console to all verified users.Google has been testing the new Search Console for some months now, with a select number of users given early access to the beta. We’ve had sneak peeks at the slick, clean interface, and heard about some of the notable additions, such as the much-vaunted 16 months of historical search data now available to SEOs.The new Search Console is still in beta, and Google says that it will continue to port features from the old Search Console to the new over the course of the coming year. Webmasters and SEOs will be able to use both versions of Search Console side-by-side until the transition is complete.So now that the new Search Console is finally here, what shiny new features does it boast, what is more or less the same, and what functionality are we still awaiting with bated breath? Let’s take a look.What’s newSearch performance reportThe most powerful new functionality in the…

How to use brand mentions for SEO, or the linkless future of link building

Google has used links to determine the authority of websites since its early days: the idea of webpages casting “votes” for other pages by linking to them is at the core of the PageRank algorithm. This led to the rise of numerous manipulative link tactics. Google reacted with the Penguin update and manual penalties; link schemes evolved to outsmart the algorithm. New Penguin updates followed. The story went on for years, until it no longer made sense.First, publishers started to associate links with a risk of getting penalized. Today, many of them (think Wikipedia, The Next Web, Entrepreneur, Forbes and numerous others) simply nofollow outgoing links: They don’t want to be seen as “endorsing” every site they link to or even contemplate what the algorithm might make of it. They’re playing it safe, and you can’t blame them. But what good is the system if the biggest players stop casting their votes?Second, the internet is changing. PageRank’s idea of the web being a graph of pages conne…

5 New Year’s resolutions for your PPC campaigns

It’s never too late for New Year’s resolutions, so why not give your PPC campaigns a little New Year’s love? In this article, I’ll provide suggestions to tune up your campaigns in 2018 and get them firing on all cylinders.1. Review your ad copyUpgrading decent ad copy into fantastic ad copy almost always leads to better campaign performance, driving more sales and increasing conversions. In my opinion, it’s some of the lowest-hanging fruit around.In prospect audits, we almost always find ad copy that is lackluster or that simply hasn’t been tested or updated in a while. Here are some easy ad copy suggestions to get you started:[Read the full article on Search Engine Land.]

via Marketing Land

Facebook will prioritize local news while still de-prioritizing news overall

Weeks after Facebook announced that it would de-prioritize news from publishers in people’s News Feeds, the company continues to announce that it will prioritize certain types of news. The first example was news from “trusted” publishers; the latest is local news.Facebook will prioritize news articles from local publishers in people’s News Feeds and is testing a new section on its social network to serve as a dedicated home for local news and events, the company announced on Monday. Facebook’s News Feed algorithm will begin to emphasize local news for people in the US first and will expand to people in other countries later this year.“We identify local publishers as those whose links are clicked on by readers in a tight geographic area. If a story is from a publisher in your area, and you either follow the publisher’s Page or your friend shares a story from that outlet, it might show up higher in News Feed,” Facebook’s head of news product Alex Hardiman and head of news partnerships C…

Marketing Day: New Adform study, Helpshift’s GDPR compliance tool & Facebook’s News Feed change

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 Adform study: Ads.txt is reaching ‘universal pickup’
Jan 29, 2018 by Barry Levine
In the US, 82 percent of top US publishers on the Adform ad tech platform employ ads.txt. Globally, it’s 70 percent.Helpshift adds a GDPR compliance tool
Jan 29, 2018 by Barry Levine
The customer support platform’s addition of an Issue Redaction Tool illustrates the balancing of brand-vendor responsibilities that GDPR will bring.Why top social media experts say Facebook’s News Feed change is no big deal
Jan 29, 2018 by Mark Traphagen
Worried about Facebook’s overhaul of its News Feed? Don’t hit the panic button just yet. Contributor Mark Traphagen explains why so many social media experts are remaining calm.Book now for SMX West — Early Bird rates expire this week!
Jan 29, 2018 by Marketing Land
Time’s running out for you to attend SMX® West. Register by Satur…

Why top social media experts say Facebook’s News Feed change is no big deal

For nearly three days after Facebook announced perhaps its biggest change ever to its News Feed, I was glued to my social media feeds like a Wall Street broker watching the stock ticker. The responses I saw there fell into two consistent groups: page owners and publishers (PANIC!) and trusted social media experts/influencers/consultants (Stay Calm and Keep on Posting!).Why are the experts not panicking? More on that below, but first let’s cover the broad picture of what the change is.Facebook’s Mark Zuckerberg announced on January 11 that he was ordering a major change in “how we build Facebook.” Instead of focusing on surfacing “relevant content” for users, Facebook will now focus on “helping you have more meaningful social interactions.” Adam Mosseri, the head of News Feed for Facebook, explained that this means promoting posts that are more likely to create real conversations between real people.Both Zuckerberg and Mosseri stated that one result of this change to the Facebook News …