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Showing posts from February 8, 2018

Pinterest will let people use its image-recognizing Lens feature to augment text searches

A year after its debut, Pinterest’s Lens feature has become so capable of parsing what an image contains and what a person is searching for that the company will now use it to support text-based searches.Starting next week, people will be able to attach images to textual search queries on Pinterest to have Lens aid in finding what they are looking for, the company announced on Thursday. The new option will first roll out to Pinterest’s iOS app and will eventually make its way to the Android version.The idea is that the images will serve as an additional parameter for a search to better mimic how people might seek things out in the real world. Consider how you might walk into a furniture store looking for a living room rug and show the salesperson a photo of your couch and coffee table to help pinpoint a match. Or how you might be at the grocery store shopping for salsa ingredients, see an odd-but-inviting type of pepper and ask an employee what other salsa ingredients it would complem…

Shop ‘til You Click: Creating Shopping Campaigns at Scale

Shopping campaigns are a major source of website traffic and revenue for retailers — and not just during the holiday season! Studies show that only 4 percent to 6 percent of the millions of retail products indexed within Shopping products actually receive clicks. The reality is that it’s harder than ever to effectively manage, execute and track your Shopping campaigns — especially for large retailers looking for scale.Join our panel of experts as they explore the challenging retail shopping landscape and provide strategies and techniques to maximize your results. We’ll discuss how to use feed management to optimize your Shopping ad campaigns, as well as more efficient bidding strategies that will improve your CPC and other important cost metrics.Register today for “Shop ‘til You Click: Creating Shopping Campaigns at Scale,” produced by Digital Marketing Depot and sponsored by Marin Software.

via Marketing Land

YouTube says Amazon Alexa, Bud Light & Groupon won the Super Bowl ad game

YouTube says the most popular Super Bowl ads this year — on its AdBlitz Super Bowl hub — belonged to Amazon Alexa, Bud Light and Groupon.View count numbers for the ads were not given, but a YouTube spokesperson says the videos were ranked based on views and cheers that occurred on Adblitz, YouTube’s site dedicated to Super Bowl ads and football-related content launched on January 30.“YouTube AdBlitz enables fans to watch, cheer, and share Big Game ads before, during and after the game,” says YouTube, “Brands begin uploading ad teasers and full ad spots in the weeks prior to the game, and we keep them posted the rest of the year so fans can come back to watch and rewatch their favorite ads at any time.”Now in its 11th year, the 2018 AdBlitz site included more than just the official Super Bowl spots, with football-related content and videos by creators. YouTube says many brands that only ran digital Super Bowl ads (versus official Super Bowl spots that aired during the game) were also i…

The 2018 guide to B2B sales, Part 2: Segmentation, content, and nurtures

In Part 1 of this series, I broke down how to effectively use different channels for B2B efforts –  from demand generation channels like Facebook, LinkedIn, and Pinterest to get in front of highly relevant audiences to paid search to capitalize on audiences with intent.I also touched on optimizing the landing pages/content you should deliver to these audiences.In this post, I’ll cover creating smart segmentation, and making use of the right content for mid-funnel remarketing and your overall nurture.Let’s start by assuming you’ve brought relevant audiences onto your web property, and they haven’t yet converted – but you have cookied them with pixels placed on the site, and you’ve built an audience for remarketing purposes. The first thing you’ll want to do is…Create smart segmentationIf you’ve followed best practices so far, the users in your remarketing pool have hit different content and landing pages on your site, depending on what you deemed most relevant to them. And their entry …

Everything a CMO Needs to know about video marketing in 2018

When’s the last time you were choked up by an AdWords sentence? In 2018, text is easy to skim right over, thanks to the many platforms that bombard us every day with the written word.Video marketing is one of the most powerful marketing tools online right now, and it gets more popular every day. To boost your online campaign with the most effective ROI you can get with a marketing tool, video cannot be ignored.What does video marketing consist of in 2018?While basic video marketing is still a strong campaign tool, there are some recent developments in the world of video content that you can employ to boost your efforts. For 2018, there are three things to focus on including in your video content strategy:Live video: Thanks to livestreaming services being added to most of the big social media platforms, like Facebook Live and Twitter’s Periscope, live video has become more and more common. Statistics have shown that consumers spend three times longer watching live videos than pre-recor…

Snap back: How Snapchat’s ad automation boosted its business in Q4 2017

The equation is almost too simple: If Snapchat can make it easier for people to use its app, more people will use it. And if more people use it, more brands will want to buy ads on it. And if it’s easier for brands to buy ads on it, more brands will buy ads on it.Not only is the equation simple; it’s successful. It has worked for Google and for Facebook and now for Snapchat’s parent company.Over the past year, Snap has made its flagship app easier for people to use, removing bugs in Snapchat’s Android version and reducing its required bandwidth over cellular connections. At the same time, it has made it easier for brands to advertise to those people, rolling out automated ad-buying tools and opening up its vertical video Snap Ad format to all advertisers.As a result, in the fourth quarter of 2017, Snapchat’s daily audience expanded by 18 percent year over year to 187 million people, and the 8.9 million new users added in the period marked the most since Q3 2016, when Facebook-owned In…

Apple HomePod gets mixed reviews, Nest returns to Google

The battle for the smart home is well underway, triggered by the advent of smart speakers. Apple’s entry, HomePod, will finally be released tomorrow. Meanwhile, it was formally announced that Nest will become part of Google, which now has a formidable hardware division.Unfortunately for Apple, the HomePod is getting very mixed reactions from those who’ve had early access. Almost every review I’ve seen says a version of the following:It sounds better than any other speaker in this segment or at its price range.It tries to force users to adopt Apple Music and isn’t natively compatible with other streaming services.Siri’s capabilities are fewer and performance weaker than Alexa or the Google Assistant.The New York Times review explicitly told people, “Don’t rush to buy it.” These very mixed reviews will convince the majority of fence-sitters to avoid it entirely, or at least wait until Apple makes other music services natively available and improves Siri.Apple has tried to position HomeP…

Phy’s new platform generates dynamic landing content from standard QR codes

Phy is out this week with a new QR-based platform for dynamically generated pages of linked previews.Called Multi-Action QR Codes, it employs standard QR codes that can be read by any regular QR scanner. QR scanning has become a widely available capability, native in the camera app for Apple devices, and it is found inside several popular social apps, including Facebook, Snapchat, Pinterest and Twitter.Phy is the new name for BKON Connect, which previously had been focused on the Physical Web. In the Physical Web, real-world beacons supporting Google’s Eddystone URL protocol could, for instance, broadcast a link so that a customer standing outside a restaurant could see the menu for the restaurant on her smartphone. Unlike standard beacons, no app was needed.But when Google announced last November it was dropping support for the Physical Web in its Chrome browser, the Nashville-based company shifted much of its attention to QR codes.[Read the full article on MarTech Today.]

via Market…

Walmart buys a VR company on its way to invent ‘contextual commerce’

Walmart, which has been gearing up to take on Amazon’s continued competitive threat, added a new item this week to its arsenal: a virtual reality startup called Spatialand.The purchase was actually made through Walmart’s tech incubator, Store No 8, which had worked with Spatialand in 2017 on a VR project. Announced last March, the incubator’s name comes from one of the original Walmart store locations in Arkansas, where founder Sam Walton liked to test retail ideas.Spatialand, which offers VR development tools, will operate as a portfolio company, Store No 8’s third, and will work to create new VR/AR applications for both the online Walmart and the physical stores.[Read the full article on MarTech Today.]

via Marketing Land

Marketers have one main question to answer when it comes to AR

RedBubble AR app Here’s the key question marketers face when it comes to augmented reality (AR): What kind of reality wants to be augmented, and why?Certainly, there are many ways in which reality can be wowed up, the equivalent of lasers in a shopping center parking lot. Pokémon Go, for instance, is an instance of wow, but how often can marketers create such a find-it-yourself phenomenon?You could create a virtual Super Bowl using AR, as The Thinkwell Group has done, or some similar museum-like attraction. But after people get over the novelty, it pales compared to the real experience.If AR is going to become a long-term tool for marketers, it needs to find some reality that wants to be augmented day after day.[Read the full article on MarTech Today.]

via Marketing Land

GroundTruth launches new self-service mobile-location ad-buying platform

GroundTruth has launched a new self-service ad-buying platform. Called “GroundTruth Ads Manager,” it’s billed as “the industry’s first end-to-end self-serve platform for mobile location-based advertising,” and it reportedly touches “2 out of 3 smartphone users” in the US market.As with AdWords, users create an account, upload credit card information and create a campaign “in a matter of minutes.” GroundTruth says that there’s no minimum spend. Each campaign will potentially be priced differently, however, based on targeting parameters. There’s no bidding.Using GroundTruth’s trove of location data, advertisers can target specific places in real time and target audiences, constructed from offline visitation patterns and attributes (and associated buying intent). They can also layer them: e.g., women under 30 who have been to a specific fast-casual restaurant in the past three months and who are present at a competitor’s location.[Read the full article on MarTech Today.]

via Marketing La…

LinkedIn updates Sales Navigator with redesigned account pages, improved search

LinkedIn plans to begin regularly updating its Sales Navigator platform every quarter, starting with a suite of improvements rolling out in the first quarter of 2018.According to an announcement from the Microsoft-owned business-centric social network, in its latest update, LinkedIn will look to make the sales management tool more efficient through redesigned account pages, improved search and email alerts.[Read the full article on MarTech Today.]

via Marketing Land

Looking through the artificial intelligence mirror: insights and automation

We have entered a new era of search where SEO and content marketing have converged.AI technologies are providing a whole new world of insights so marketers can make impactful – data-informed – decisions. The AI revolution is here and now, and early adopters in SEO and content marketing are already one step ahead of the competition.Artificial intelligenceWhile Artificial Intelligence has slowly become a part of everyday lives, growing all around us. It was only when Google introduced RankBrain in 2015 when search marketers started to see the potential use cases for AI and machine learning. As Albert Gouyet wrote in his recent piece, ‘Artificial intelligence and machine learning: What are the opportunities for search marketers?‘:Artificial intelligence is the science of making machines do things requiring human intelligence. It is human intelligence in machine format where computer programs develop data-based decisions and perform tasks normally performed by humans.Machine learning take…

Lowering down your blog’s bounce rate – A #ShoutersChat Recap

Are you trying to attract more readers or to increase your traffic, but all your efforts are going in vain. It may be because your blog might have an extremely high bounce rate.A high bounce rate is a parameter to measure how many people land on one of your pages and leave the blog without clicking on any other page. In other words, a single page visitor accounts to a higher bounce rate.Most bloggers know that it is always a bad idea to have a higher bounce rate.Well, why do we say this? It is mainly because many of the readers who visit your blog bounce off even before landing on your blog page.A higher bounce rate, results in a decrease in traffic and hence your revenue also decreases. A higher bounce rate also tells what poor user experience is all about. Decrease your bounce rate to get more page views and thus translate them into revenue. But how do you achieve a good bounce rate?That’s why this week’s #ShoutersChat was:“Lowering down your blog’s bounce rate.”In this week’s #Shou…

Instagram tests its version of the retweet but thru Stories

Instagram’s most glaring feature omission is the ability for a person to reshape someone else’s post with everyone they follow a la Twitter’s retweet and Facebook’s share buttons. But that’s beginning to change.Instagram has begun testing a way for people to share someone else’s public post to their own followers through Stories, an Instagram spokesperson said on Wednesday, confirming TechCrunch’s earlier report.According to TechCrunch, people can share someone else’s public post appearing in their main feed to their own Story by tapping on the existing share button that’s used to privately share the post with friends through Instagram’s direct messaging feature. A new option enables people to add the post to their Story so that anyone who follows them will be able to see the post when viewing their Story within 24 hours of the post being added. People can tap on the reshared post to see the original version.Instagram will not notify people when someone reshares their public post in a…

Stop making the same mistakes: Preventing a ‘Groundhog Day’ scenario

I start my day exactly the same way every day: I get up early, have a little breakfast and scan my daily newsfeed while listening to music. The headlines all seem to report on the latest retail fatality, the next big thing to take ad tech by storm or speculation on someone’s love life in Hollywood. The sameness of what I read makes me feel like Bill Murray in the movie “Groundhog Day” and reminds me how little marketing has evolved.In the movie, Murray finally wakes up to a new life after realizing in order to stop reliving the past, he must stop repeating the same mistakes and find ways to improve. With this in mind, I hope to share some ideas that will inspire the same realization by pointing out three critical mistakes marketers can improve.[Read the full article on MarTech Today.]

via Marketing Land

Case study: On-page + off-page SEO working together = success

I encounter many people who believe the basic blocking and tackling of search engine optimization (SEO) execution is losing its value, but I find doing this basic hard work still works incredibly well.In today’s post, I’m going to share a case study of a travel site whose business plan incorporates a straightforward approach to creating highly differentiated content on their site and then promoting that content effectively. They believe in building and marketing content with a high focus on the end user, and as you will see, the results are impressive.[Read the full article on Search Engine Land.]

via Marketing Land

Successful digital marketers possess these 3 traits. Do you?

When you think of traits successful digital marketing employees possess, what comes to mind? Maybe they are hard workers, pay attention to detail and are determined. Or they like tackling new and exciting challenges.All these traits are wonderful, but they are generic in the sense most employees would classify themselves as having these skills.In my view, the best digital marketing employees are those who are skillful when handling adverse situations and thrive under pressure.When I say adverse situations, I mean when interactions with clients, or coworkers, don’t go smoothly. The most common example is when performance is suffering and the client is upset. Or if the client feels there is no clear strategy in place. A negative interaction may also occur when your colleagues doubt your abilities.Though the traits I listed above are helpful, “hard work” and “determination” aren’t the boilerplate solutions to remedy these situations.In today’s constantly evolving world of digital marketi…

Marketing Day: Instagram tests shoppable ads, Google partners with WordPress & 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:Instagram tests Facebook’s shoppable Collection ads
Feb 7, 2018 by Tim Peterson
The ad format digitizes brands’ print product catalogs with autoplay video and links to their e-commerce sites.The new advertising industrial complex is here — for now
Feb 6, 2018 by David Rodnitzky
Could the cataclysmic decline of the retail industry in 2017 have been avoided? Contributor David Rodnitzky thinks so and explains why an aggressive marketing strategy makes the difference.How to create content to support local SEO and rock the rankings
Feb 6, 2018 by Kristopher Jones
Are you looking for ways to increase your organic visibility and rankings in local search results? Contributor Kristopher Jones shares how to shine in local search results using locally focused content.The need for speed: Google dedicates engineering team to accelerate development of WordPr…

Instagram tests Facebook’s shoppable Collection ads

Instagram is looking to step up its status as a digital showroom for retailers.The Facebook-owned photo-and-video app has begun a test to run a version of Facebook’s shoppable Collection ads within its main feed.The ad format seeks to digitize the print product catalog by enabling a brand to highlight its wares with an eye-catching video above a swipeable carousel showcasing individual products. People can then tap on the products to visit the brand’s site and buy them.For now, Instagram is only trying out the format with a limited number of advertisers, but the company plans to open it up to more advertisers in a number of months, according to an Instagram spokesperson.Instagram has made some tweaks to Facebook’s original version of the Collection format, which was introduced in March 2017. The product carousel appearing below the ad’s main creative element can only contain three product photos on Instagram, as opposed to four on Facebook. Also, while on Facebook, tapping on an indiv…