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Showing posts from February 1, 2018

Make 2018 a great year for your email program

With the new year underway, we’re seeing new budgets, new goals and new challenges. It brings both a temporal reset and a financial reset, which makes it a great time to take stock of what you have and prioritize what needs to get done.Similar to a New Year’s resolution, often the answers are simple — the challenge is sticking with them. Here is my view on the most important items for your email program.DeclutterOur business-as usual programs tend to have been built over years. When you constantly add to a program, what was already there often remains in place.It’s wise to assess the situation periodically and clear out the clutter, thus freeing up some time to focus on more important items.Ad hoc/recurring emails: Are there emails that don’t generate the outcome or revenue that you expect? Are you sending them just because you have to? Cut them. If you can’t do so unilaterally, work with the business stakeholder to make better business decisions about the emails. That can mean changi…

GDN or DSP: How to decide

Marketers have lots of choices when it comes to display media; however, the primary choice for many people who are engaged in search engine marketing and looking to increase display reach is the GDN (Google Display Network). But there are pros and cons of using the GDN instead of employing a DSP (demand-side platform), and the best decision is often not obvious.If you’re running Google AdWords (and face it, most marketers are), there may come a time when you need to move beyond search to display advertising. Here are the primary factors to consider when choosing GDN, a DSP or both.GND vs. DSP: Pros and cons• Budget: If you aren’t spending over $5K a month, the reasons to consider a DSP are less compelling because you probably can get all the reach, targeting and ad diversity you need from within the GDN.• Existing banner creative and an ability to create new messaging regularly: Custom ads cost money to create. The GDN and some DSPs facilitate dynamic ad creation within their ad serve…

Adjust launches solution to battle new evolution of ‘SDK spoofing’ for app installs

Graphic from Adjust Fraudulent reporting of app installs is one of the most common mobile-specific issues that confront marketers.Ad campaigns promoting a new game app, for instance, are often set up on a pay-for-performance basis, so those responsible for convincing users to install receive payments for each app that is installed within the time window surrounding that campaign. But fake installs mean app publishers behind those campaigns end up paying for fakes.Now, app measurement Adjust is out with a new solution that combats what it says is a very widespread — but rarely discussed — kind of app install fraud that started spreading last year. In fact, the company says, this kind of fraud can affect up to 80 percent of the reported installs for any given campaign.It’s called SDK spoofing, or replay attacks. Adjust Fraud Specialist Andreas Naumann told me it’s the latest evolution in app install fraud.[Read the full article on MarTech Today.]

via Marketing Land

Febreze aims to score another touchdown with this year’s #BleepDontStink Super Bowl LII ad

Last year, P&G air freshener brand Febreze made its debut appearance as a Super Bowl advertiser. The brand used its spot to promote its OdorClear Technology, creating a 30-second Super Bowl commercial titled, “America’s Halftime Bathroom Break.”“Our objective to get our teasers out early was to urge consumers to get Febreze Air and Small Spaces in their shopping carts before the big game,” says Mandy Ciccarella, communications manager for P&G, referring to the brand’s 2017 Super Bowl campaign.“Video assets were available on YouTube in the days leading up to the game, and content on our social channels, including Facebook and Twitter, served as a reminder for consumers to put Febreze cans in carts as they prepared for Super Bowl Sunday.”The creative driving Febreze’s 2017 Super Bowl ad was informed by consumer insights into how people prepare — or, better, fail to prepare — their bathrooms for Super Bowl parties.Using consumer insights to build a Super Bowl campaign“It was base…

Instagram triples length of Story ads with carousel format

Instagram is looking to make the ads in its Stories feed better equipped for brands to tell stories.Instagram is rolling out a version of its Story ads that can include three consecutive photos or videos instead of the standard one, the Facebook-owned photo-and-video app announced on Thursday.Instagram is testing the expanded format with 12 brands, including California Pizza Kitchen, Netflix and Paramount, and will also open up the new format, which it’s calling “carousel ads for Instagram Stories,” to brands buying ads through automated ad-buying firms in the Facebook Marketing Partners program. The company does not yet have a timeline for when it will become available to self-serve advertisers, said Instagram’s director of product marketing Susan Rose.By tripling the number of posts in a Story ad, Instagram is enabling brands to get more creative with their campaigns and removing the pressure to squeeze everything into one 15-second video, as has been the case since Instagram introd…

The best tools for automating your SEO

Here’s a fact: effective SEO results require hard work and effort.Anyone who has been in the SEO game for more than a few days knows that earning your website a place in search results is no piece of cake.Not only do you need to carefully plan and execute your strategies, you also need to be on the lookout for changes in algorithms and other tweaks.But the fact that SEO requires dedication doesn’t mean you can’t use tools and software to simplify the process, especially when you work with several large websites.SEO automation means making the search engine optimization process automatic through the use of tools, software and other programs that reduce human labor.The entire SEO process is far too complicated for all of it to be automated, but certain aspects of SEO definitely can be. And this can free up considerable time for other creative and administrative work.The key here is to understand what you can automate and what you can’t (or shouldn’t) automate. For example, tasks like si…

Growing Your Email Subscribers – A #ShoutersChat Recap

Email Marketing is a boon for any blog. It is the fastest way to drive more readers to your blog resulting in increased sales. Emails are a way to let your readers know about the updates on your blog. In order to build an effective audience, you need to inform your readers about your latest content.You cannot expect your visitors to remember you and come back to your blog again and again in order to look for more information. They are just drive-by visitors and you need potential subscribers.The biggest problem that most of the bloggers face is the lack of a database large enough to explore the benefits of email marketing. As a marketer, it is your job to make sure that your email list is updated regularly so that you are able to keep increasing your number and climb up the ladder.That is why this week’s #ShoutersChat was:“Growing your Email Subscribers”In this week’s #ShoutersChat, we discussed why each blog should focus on growing their email subscribers. We also discussed whether o…

MarTech All Access passes are here. Snatch yours up now & save $500!

MarTech® is the conference for executives and senior practitioners at the intersection of marketing, technology and management. Join us April 23-25 in San Jose. You’ll walk away with the insights, intelligence and strategies needed to drive digital transformation and improve customer experiences.Buy your All Access pass now to secure a seat at MarTech!With an All Access pass, you’ll have access to two full days of in-depth sessions across three tracks — Marketing, Technology and Management — with candid presentations from digital leaders at Aetna, Airbnb, Alert Logic, CDP Institute, City National Bank,, Epsilon, Evernote, HashiCorp, Intel, Intuit, LogMeIn, L’Oréal, Madrona Ventures, Medtronic, Oracle, Palo Alto Networks, Real Story Group, Red Hat, Redpoint Ventures, Reduxio Systems, T-Mobile, Visier, VMWare and more.In addition, you can attend sessions in the Solutions track and Discover MarTech Theater. Stick with a single track for the day or mix and match sessions …

Marketing Day: Link-building prospects, location data accuracy & Super Bowl LII ads

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:What to get right before launching a global business
Jan 31, 2018 by Thomas Stern
Columnist Thomas Stern shares how taking care of business at home helps ensure global success.Channel your inner explorer to find link-building prospects
Jan 31, 2018 by Julie Joyce
Columnist Julie Joyce shares tips and tricks for finding link-building prospectsHow location data accuracy leads to stronger personalization
Jan 31, 2018 by Amy King
Inaccurate location data can be a headache for marketers. Contributor Amy King explains how you can ensure precise data, resulting in more personalized location data-based marketing campaigns.6 hot trends travel brands should watch in 2018
Jan 31, 2018 by Christi Olson
Contributor Christi Olson shares six trends travel brands can keep an eye on to help build their advertising outreach strategies in 2018.Innovid partners wi…

What to get right before launching a global business

Taking your brand to an international stage is exciting. You reach untapped audiences and expose your brand, product and services to a global market!But with every great opportunity come challenges, and a global presence means time and resources must be dedicated to understanding new buying habits, laws, and, of course, online behaviors.Today, search results are more and more personalized, and they vary by country, even if browsers, devices and search terms remain the same. With the search engines constantly changing and evolving, what happens when you add the international component to your website?Before you kick off a global campaign, it’s important to develop a marketing strategy with a local audience in mind. Consider the following four points on how to best engage your target audience, bridge cultural differences and successfully promote your brand globally.[Read the full article on Search Engine Land.]

via Marketing Land

Channel your inner explorer to find link-building prospects

Every time I conduct an in-house survey and ask my linking team, “What do you think is the hardest part of your job,” they answer, “The discovery process!”Just to clarify, when they say “discovery,” they are referring to the process of finding new sites to contact for a link. They are right; it is one of the hardest aspects of link building. I feel their pain.When I am building links, I can go through 10 search engine results pages (SERPs) and not find a single website I think is worth reaching out to. Sometimes I get lucky and find five in the top 20 results, but overall, it is getting harder and harder to find good prospects.Coming up with ways to find new sites is tough, my link builders complain all the time.  They brainstorm as a team, but I wonder what solo practitioners do? If you work on your own, how do you keep the creative juices going and dream up new angles for finding prospects? Here are a handful of ways to channel your inner explorer and find quality link-building pros…

The must-have tools for paid search success

Paid search marketers look to technology to provide them with a competitive advantage.AdWords is host to a range of increasingly sophisticated features, but there are also numerous third-party tools that add extra insight. Below, we review some of the essential tools to achieve PPC success.The paid search industry is set to develop significantly through 2018, both in its array of options for advertisers and in its level of sophistication as a marketing channel. The pace of innovation is only accelerating, and technology is freeing search specialists to spend more time on strategy, rather than repetitive tasks.Google continues to add new machine learning algorithms to AdWords that improve the efficacy of paid search efforts, which is undoubtedly a welcome development. This technology ultimately becomes something of an equalizer, however, given that everyone has access to these same tools.It is at the intersection of people and technology that brands can thrive in PPC marketing. Better …

How location data accuracy leads to stronger personalization

Location intelligence reveals a great deal about who we are. By observing the stores consumers visit, their areas of residence, where they work and how far they commute, marketers gather valuable insights into consumer preferences and interests.Ultimately, this observed, real-world location data is the bridge that links a person’s online activities with their online behavior.[Read the full article on MarTech Today.]

via Marketing Land