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Showing posts from February 14, 2018

Facebook’s fight against spam and clickbait and what it means for advertisers

It is no secret Facebook has made many changes over the past few months to eliminate low-quality content from its News Feed. At first, the changes were directly related to eliminating content that could be seen as “engagement bait.”From there, Facebook communicated with the public on upcoming changes to its algorithm by telling advertisers, “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.”These moves may be an effort to head off concerns expressed by big spenders like Unilever, with its $9.8 billion annual media budget, which has warned both Facebook and Google that it will stop advertising on platforms that provide havens for “toxic” content — fake news, extremist, racist, sexist and exploitative content.As an advertiser or a business that has depended on Facebook’s News Feed as a core channel for customer engagement, how should you use the pla…

Unlocking the wisdom of crowds at your agency or on your marketing team

Generally speaking, our culture values the opinions of experts. Just tune into any of the leading news channels, and you will quickly see what I mean. At no point in time have we had more people, with more divergent opinions, who have ready access to one of our modern-day soapboxes. But time after time, these experts miss the mark, and their predictions are far from the reality of what actually happens.Why are experts not that smart? Because experts tend to be and think alike, and thus do not reflect a maximum diversity of opinions; they tend to be internally inconsistent and poor at calibrating their position. In short, they are overconfident.In a group, they tend to decide by authority (“groupthink”), which makes dissent within the group improbable — conformity and bias rather than challenge is the result. Finally, as is often quoted by members of my team, past performance is never a predictor of future success.What is the wisdom of crowds?In his 2005 book, “The Wisdom of Crowds,” N…

Instapage launches first landing page platform with AMP

Instapage is announcing this week that it is the first landing page platform to offer Accelerated Mobile Pages (AMP) as an option.The San Francisco-based company said it has worked with Google to offer this format for mobile landing pages. Backed by Google, AMP is an open-source project to create faster loading speeds for webpages and ads on mobile devices by providing a restricted version of HTML, an AMP-specific JavaScript library for faster rendering and the use of the Google AMP Cache.VP of Product Oliver Armstrong told me that, although Instapage is currently offering AMP only for mobile pages, it is prepping for the use of the format at some point on desktops.[Read the full article on MarTech Today.]

via Marketing Land

8 tips for boosting the speed of your WordPress site

Chances are you’d not have waited for this page to load had it taken a second or two longer.That’s the truth – users expect web pages to load pretty much as soon as they click on a hyperlink.Slow loading web pages can become the leading cause of high bounce rates, low user engagement, lost traffic opportunities, and abandoned sales journeys. Here are some numbers to put things in perspective.47% of users expect a web page to load in less than 2 seconds.40% of online shoppers abandon a web page if it takes more than 3 seconds to load.A 1 second delay in page loading can lead to a 16% dip in customer satisfaction, a 7% dip in conversions, and a 11% dip in page views.What’s more, ecommerce websites associate fast loading with increased revenue, and the reverse is also true.The calling is clear: your websites need to load super quickly to sustain and nurture audience attention, avoid high bounce rate, and prevent abandoned sales.If you have a WordPress site, there are a number of easy and…

Brand Networks lets AI run social ads in its new platform

For over a decade, Brand Networks has offered a platform that provided its own tools for advertising on the major social networks.This week, the company is introducing Iris, a new platform that employs artificial intelligence to assist marketers’ campaigns, utilizing the existing ad-buying tools on Facebook, Instagram, Snapchat, Twitter, Pinterest and LinkedIn.The strategy, the Boston-based firm says, went from “let’s build the best Facebook and Snapchat tools in one platform” to “let’s build tech that takes advantage of the free tools” now available on the platforms while using AI to improve performance.[Read the full article on MarTech Today.]

via Marketing Land

A beginner’s guide to display advertising

If you are a business looking to dive into display advertising, it can be overwhelming.In an increasingly digital world, where everybody’s eyes are glued to a screen, most advertising can seem like white noise. So you want to make sure you’re designing and promoting worthwhile ads in a proper venue.Here we’ll go over some simple best practices for creating a display ad: how to decide where to advertise, and what type of advertising you want to pursue. You can reach out to websites directly and do the dirty work yourself, or you can also utilize a marketing network to manage your marketing.Lastly, you want to make sure that you are spending your dollars wisely, so you’ll need to measure the impact of your campaign.What are the main types of display advertising?Display advertising is a bit of a blanket term because it covers just about any visual advertisement on a website. However, this broad category can be divided up into a few main types:Site placement advertising: This is when a ma…

Monitoring web migrations: A checklist for moving from one site to another

Whether it is a website rebranding, a consolidation of different web properties or an HTTP to HTTPs migration, when you are implementing a structural web change, it is critical to monitor the crawling, indexing, rankings, traffic and organic search conversions on both the old and new web locations. Careful tracking will enable you to fix any potential problem as they arise.Besides establishing a relevant strategy to follow that include search engine optimization (SEO) best practices, here are the most important areas and steps to monitor during the web migration stages. Be ready to identify any issues that could cause a negative impact, while also identifying opportunities.[Read the full article on Search Engine Land.]

via Marketing Land

How customer lifetime value analysis is transforming partner marketing

A few years ago, direct response marketers primarily focused on cost-per-acquisition (CPA) metrics — how much it cost to drive a sale. In the partner and affiliate realms, that cost was reflected in the bounty that the advertiser was willing to pay for each sale.CPAs and bounties are still primary considerations in partner marketing. That’s not gonna change. But what is changing is the emphasis that data-driven partner marketers place on the revenue stream that happens after the sale.[Read the full article on MarTech Today.]

via Marketing Land

Beyond the AI hype: AI is here and now, and adoption is rising

There is no doubt that AI is the topic that is going to dominate 2018 – I think we can all agree on that. According to IDC, the adoption of cognitive systems and AI will drive worldwide revenues from nearly $8 billion in 2016 to more than $47 billion in 2020.However, much of what I see in the news is hype and predictions about the future of AI. While that is great to see, little is said about the reality that AI is already here — it is all around us, and early adopters are already winning the race to integrate AI technologies into their marketing technology stacks.In this article, I will share some insights into how and where AI technology is making the biggest impact and why I expect AI to take center stage as marketers look for smarter and deeper insights to power the personalization of the customer experience.makers’ buy-in.[Read the full article on MarTech Today.]

via Marketing Land

Three ways AI will revolutionize email marketing

Not only is artificial intelligence (AI) one of the hottest topics in the media today, it’s also one of the biggest points of discussion among email marketers. From robots to hyper-personalization, the potential marketing implications for AI are exciting to discuss.But many marketers may be in the dark about how they can leverage AI in a practical sense today, and vendors have been hungry to try to take advantage of it by selling pipe dreams of no more work to do.[Read the full article on MarTech Today.]

via Marketing Land

Marketing Day: Snapchat ad news, IAB data report & YouTube’s top ads in January

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:Oath’s Tim Armstrong casts doubt over Go90’s future
Feb 13, 2018 by Tim Peterson
“The [Go90] brand will remain, I don’t know how long for, but for now, it’s remaining,” Armstrong said on Tuesday.Optimize customer mobile experiences from strategy to execution
Feb 13, 2018 by Digital Marketing Depot
There’s really no mystery about mobile testing. It’s the art and science of building, running, and analyzing optimization tests for mobile customer experiences. But for companies looking to mobilize their websites and apps, the mystery often lies in how to do mobile testing really well.Snapchat opens its advertising API to everyone
Feb 13, 2018 by Tim Peterson
Snap’s Marketing API enables any brand, agency or developer to create its own software to automate the buying and targeting of Snapchat’s Snap Ads.Lotame introduces Precision Audiences to boost …

Oath’s Tim Armstrong casts doubt over Go90’s future

Oath CEO Tim Armstrong (right) Verizon’s two-year-old mobile video service Go90 is probably going bye-bye.Go90’s future has been increasingly clouded since Verizon acquired Yahoo in 2016 and merged the portal with AOL into a new division called Oath in 2017. Following that roll-up, Verizon began to take the content that had only been distributed on Go90 and distribute it through Oath’s various outlets. It also reportedly cut back on buying original content for Go90, spurring questions of whether Oath was stripping Go90 for its parts, er, programming.Those questions followed Oath CEO Tim Armstrong to Huntington Beach, California, on Tuesday, when he took the stage at Recode’s Code Media conference and was asked whether Oath will shutter the Go90 brand as it distributes its content elsewhere and dilutes its value as a standalone distribution outlet.“The [Go90] brand will remain, I don’t know how long for, but for now, it’s remaining,” Armstrong said.Not exactly a vote of confidence. But …

Optimize customer mobile experiences from strategy to execution

There’s really no mystery about mobile testing. It’s the art and science of building, running, and analyzing optimization tests for mobile customer experiences. But for companies looking to mobilize their websites and apps, the mystery often lies in how to do mobile testing really well. This guide from Oracle Marketing Cloud assembles the best advice from analysts, engineers and thought leaders to help mobile-minded businesses master the non-desktop landscape.You’ll learn how to optimize customer mobile experiences from strategy to execution. Along the way, you’ll get answers to common questions about mobile testing, find out about optimization testing in general, learn key differences between customer experience optimization (CXO) on mobile and desktop and see how you can use design expertise to create bold and effective mobile experiences. So, start reading and boost your understanding of mobile testing and optimization.Visit Digital Marketing Depot to download “Mobile Testing Guide…