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Showing posts from February 28, 2018

Programmatic problems: Fixing a broken market

The rise of digital advertising has brought unparalleled opportunities to target ads and improve performance. With programmatic campaigns, computers can manage ad placements across thousands of sites to target the right audience, at the right time, right across the web. Or so goes the theory. In practice, programmatic advertising is wide open to abuse.A 2017 forecast by media buying giant GroupM predicted that digital advertising would account for 77% of all new spending that year, while television would account for just 17%. Yet the rise of digital advertising has also brought with it unprecedented waste and unparalleled opportunities for fraud. The challenge the industry faces is that, in some cases, advertising is not merely ineffective but unseen. Audiences cannot be converted because they are concocted, and spending is not so much wasted as stolen.[Read the full article on MarTech Today.]

via Marketing Land

How to overcome unique B2B digital marketing challenges

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges.Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience markets, and higher ticket prices. In addition, they must first generate leads to follow up on as opposed to selling a product directly.This makes B2B marketing challenging. While I can’t cover every challenge you may face in your B2B marketing efforts, let’s look at some common obstacles you may be facing and how you can overcome them to grow your business.Embrace digital marketingIf you’re reading this article, you may have already embraced digital marketing as part of your business growth efforts.Or maybe you’re still trying to understand if digital marketing is right for you. After all, business has always been good and you have plenty of new and existing customers to keep you busy. So why go all-in on digital marketing?Tru…

Twitter’s new Bookmarks feature lets you save Tweets without having to like or retweet them

Twitter is giving users a new way to save content without having to like or retweet it. The site is rolling out a new Bookmarks feature today that will allow users to bookmark a Tweet, and gives them more options to share it, either via a direct message on the platform or off of Twitter.The new share icon now included on Tweets will display options to “Send via Direct Message,” “Add Tweet to Bookmarks,” and “Share Tweet via…” (the option that lets you share Tweets off the platform).Once a Tweet has been bookmarked, it will be saved to the Bookmarks tab listed on the user’s profile icon menu.Twitter says it Tweeted ongoing updates as it built the Bookmarks feature to incorporate user feedback.“By working this way, we learned that you like to save replies so you can answer later and that you may share a Tweet hours or days later after you’ve bookmarked it,” writes Twitter’s associate product manager, Jesar Shah (reminding us that we now have a whole new way to procrastinate sending a me…

Here’s why you should absolutely join us at MarTech

Connect with your martech tribe at The MarTech® Conference, April 23-25 in San Jose, CA. Score $350 in savings on All Access Passes when you book by March 17. Register today!Hope to see in you in San Jose!

via Marketing Land

Report: Amazon grabs Ring for more than $1B

Amazon is buying smart home security company Ring. The deal terms were not publicly disclosed but are being estimated at more than $1 billion. Amazon was an investor in Ring.Geekwire reports that Amazon will likely leave Ring to operate independently as it has with other acquisitions such as Zappos and Audible. However, the buy further advances Amazon’s position in the smart home market. Ring makes home security cameras, video doorbells and smart LED lighting products.Google’s Nest purchased Dropcam in 2014 for more than $500 million.Ring is already integrated with Alexa and can interact with Amazon’s smart display Echo Show and Fire TV. Amazon previously introduced a security camera and a keyless entry smart door lock and video camera bundle (Amazon Key), which was criticized by some for giving Amazon control over access to people’s homes.The smart home devices market languished for years until the advent of digital assistants. Now the market is starting to take off with smart speake…

Mystified by martech? Introducing the ClickZ Buyers Guide series

Search Engine Watch sister site ClickZ has just launched the first report in its new series of buyers guides, which aims to to disentangle and demystify the martech landscape for marketers.The guide, which focuses on bid management tools, covers a range of market leading vendors and draws on months of research and more than 1,600 customer reviews.This will be the first in a series of guides created using the collective knowledge of the ClickZ and Search Engine Watch communities to help our readers arrive at more informed technology decisions.The modern martech landscape is complex and competitive, making it difficult for marketers to cut through the noise and select the right technology partners.Our buyers guides are created with the objective of providing a clear view on the areas in which vendors excel, in order to allow our readers to establish successful relationships with the most suitable platforms.What sets our guides apart is the use of a customer survey to hear directly from …

Six steps to improving your local search strategy

With local search proven to be one of the hottest SEO trends of 2017, it is projected to maintain its standing among make-or-break optimization factors in 2018.The competition between online and brick-and-mortar stores is heating up, and local search optimization can become a decisive factor in how a site ranks locally and, consequently, in how much traffic and clients it drives from local, on-the-go searches.Fortunately, major local search tactics are not that hard to master. Follow the six steps below to achieve the best results in terms of SERPs, traffic, and conversions on the local battlefield.Claim Google My BusinessFailure to claim your company’s account at Google My Business may be the reason your website does not show up at the top spot of Google’s local search results. If you are not there (and Bing Places for Business), you are missing out on incredible opportunities to drive local traffic.With Google’s local three-pack considered to be the coveted spot for every local busi…

Mastering social media advertising

Social media ads used to be the neglected stepchild of digital advertising. No longer: now there are sophisticated bidding tools, analytics and attribution solutions and advanced targeting options, among other features. If you’re a social media advertiser, are you taking full advantage of these tools? If not, or you’d like to step up your game, you should attend Mastering Social Media Advertising at SMX West. This one-day workshop is a great opportunity to network with other marketers and hear from seasoned pros on addressing pain points and tapping new opportunities in paid social.Want to know more about what to expect from the workshop? Click over to Five questions for social media ad maven Ginny Marvin where the workshop host and moderator talks about what the presenters will be demonstrating and the key takeaways you can expect from the day.

via Marketing Land

Building backlinks for better ranking – A #ShoutersChat Recap

Well, what are Backlinks?Backlinks are the incoming links that link your website to an authoritative website.But, why do you need these?It is one of the key factors that determines your ranking on any search engine.It also helps you to build organic traffic. Because your traffic directly determines what quality of backlinks your website has. If your backlinks contain any authoritative website, you are likely to have a better ranking and thus a better audience.There are various parameters on which the ranking of your website depends, but Backlinks are formerly one of the most important factor on which your SEO is measured.Now, building backlinks is of utmost importance and it is also not very hard to generate backlinks. In fact there are smart ways to build quality backlinks, and to get authoritative websites to link to your online business.That’s why this week’s #ShoutersChat was :“Building backlinks for better ranking”.In this week’s #ShoutersChat we discussed from primary strategy t…

Marketing Day: Gigya’s GDPR-friendly consent tool, Google’s Mobile Scorecard & Pinterest’s new COO

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:Are consumers burning out on social media?
Feb 27, 2018 by Dayle Hall
Contributor Dayle Hall offers tips on how brands can cope as consumers become increasingly detached and fatigued.SAP-owned Gigya offers a new GDPR-friendly consent tool
Feb 27, 2018 by Barry Levine
But that and two other identity/profile tools only apply to known users.Google releases Mobile Scorecard & Impact Calculator tools to illustrate importance of mobile page speed
Feb 27, 2018 by Ginny Marvin
One tools shows how a site stacks up against the competition on mobile. The other aims to drive home the impact mobile speed can have on the bottom line.Pinterest names Square’s former Business Lead, Francoise Brougher, as its first COO
Feb 27, 2018 by Amy Gesenhues
Brougher will lead efforts to expand Pinterest’s global operations and advertising business.Get back to basics:…