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Showing posts from March 7, 2018

BlackBerry sues Facebook, claims messaging apps infringe multiple patents

BlackBerry has sued Facebook for patent infringement in federal district court in California. The claim is that Facebook’s various messaging tools, including WhatsApp, are using and infringe BlackBerry’s intellectual property.Reportedly, the companies were involved in licensing discussions, which didn’t produce the desired outcome for BlackBerry. The suit states seven counts of infringement. The various infringement claims cover messaging security, UI, messaging and gaming, power consumption innovations and other features.The complaint states:Defendants have used BlackBerry’s own intellectual property to compete with it in the mobile messaging space. These applications are ever expanding, including Facebook Messenger, Facebook Messenger Lite, Facebook Pages Manager, and Facebook Workplace Chat, the WhatsApp Messenger application made by WhatsApp Inc., and the Instagram application made by Instagram, Inc. The importance of mobile messaging is emphasized by the reported $19…

The 2018 guide to B2B sales, Part 3: Use CRM data for lasting benefits

In Parts 1 and 2 of this B2B blog series, we discussed how to effectively use different channels for your B2B efforts as well as how to build your audiences, then segment and leverage the right content for mid-funnel remarketing and your overall nurture program.In the last part of this series, we are going to discuss tying back-end results to front-end metrics so that you can ensure you are reaching qualified audiences with your paid media efforts.With your paid media efforts, you can track and optimize toward on-site conversions. However, in B2B marketing, those onsite conversions are typically leads and more shallow conversions that do not indicate a sale.At the end of the day, you want to understand what keywords, audiences, targeting methods, etc., are driving eventual sales – and reallocate focus and budget accordingly.In order to do this, it is important to pass through parameters within your URLs to track at the most granular level possible; doing this allows your CRM system to…

Analytics 360 Suite customers can now set up ‘user groups’ in Google Analytics

Individuals on internal teams at agencies and consultancies often have various levels of access to a Google Analytics account. Overseeing all those individual permissions — particularly as people come and go — is getting easier with the introduction of user groups in Google Analytics.Announced last week, user groups can be used to organize access and control product permissions across entire teams. The feature is only available to organizations that subscribe to at least one Google Analytics 360 Suite product.A Google spokesperson told us, “We built user groups at the [Google Analytics] 360 Suite organization level so they can be shared across many accounts, and in the future, many Suite products.”To set up a user group in Google Analytics, navigate to the User Management section from the Admin page (accessed from the gear icon at the bottom of the left-hand navigation). Click on the plus sign icon in the upper right corner and select “Add new groups” as shown in the example below.If …

This ad campaign for travel wants to know all about your trip

Ads for travel will increasingly resemble a conversation with a travel agent, if a new chatbot-propelled campaign is any guide.Austin-based WayBlazer, which previously had been employing its AI-powered travel recommendation engine for various travel agency websites, has now partnered with Dubai-based Emirates Vacations to create a conversational campaign utilizing a text-based chatbot.The companies say their efforts are the first to utilize chatbots for travel ads. IBM’s Watson-powered chatbots have previously been used in online ads for Campbell’s, Toyota, Theraflu and other non-travel brands.[Read the full article on MarTech Today.]

via Marketing Land

Pixability offers a new self-service video ad platform

Video ad platform Pixability is out with a new self-service integrated platform for YouTube, Facebook and Instagram.The Boston-based company says the new offering is unique because marketers can conduct their campaigns for those three environments via a single interface that tracks them as a unified effort.This is the first integrated platform that enables video ad campaigns across Facebook, Instagram and YouTube, Chief Product Officer Alan Beiagi told me, and the first outside of Google to offer self-service for buying and dynamically optimizing video ads for YouTube ads. The platform can scan more than 7.8 million YouTube channels, which the company says is nine times what any other tool offers.[Read the full article on MarTech Today.]

via Marketing Land

The price is right? Let the data answer that

Programmatic audience targeting has increasingly become table stakes and today provides fewer performance increases than in years past.There are plenty of vendors providing competitive (and increasingly comparable) ways to target consumers based on the data available through third-party exchanges. After years of innovation, audience targeting is reaching a new level of maturity, and marketers are looking for new ways to gain an edge.One opportunity to find that edge lies in applying the same data used to segment audiences to processes — including that collected offline — outside audience targeting, namely to determine the right price to pay. In that respect, bid optimization has emerged as a new venue for innovation in display advertising, using many of the same tools already well-proven in the world of audience segmentation.You don’t hear as much about using offline data and technology to determine accurate bidding. I look across the industry and still see the lion’s share of the eff…

Expect only the best at MarTech next month

MarTech® is coming to San Jose, California, next month, and we have a pretty amazing lineup of marketing experts, executives and seasoned practitioners who will show you how they use marketing technology. Join us April 23-25, and you’ll learn from their real-world experiences:How does a major brand like T-Mobile synchronize digital and physical marketing?How do product-led companies like Airbnb and Evernote embed martech in their flow?How does a renowned brand like L’Oréal create a compelling chatbot experience?How does Aetna transform disconnected tools into a digital marketing ecosystem?How do Verizon and Turner separate real insights from “fake” ones in social media?How do Intel and The New York Times innovate in martech without big budgets?How is Medtronic changing their customer lifecycle with ABM technology?How does build, analyze and activate a digital community?How does VMWare measure marketing’s impact on B2B engagement?How did City National Bank roadmap sett…

A forward-looking history of link building

Link building is still one of the most important aspects of SEO.When other websites link back to your website, Google interprets this positively. Just how positively, nobody is sure.The fact remains, you need high-quality links if you want to see success in your SEO efforts. But what are high-quality links, and what makes them so important?To fully understand, we must take a trip back in time to 2005 when SEO professionals had the carpet pulled out from underneath them.The Jagger updateBefore September of 2005, link-building was in its most lawless phase of existence. SEO companies would create dummy websites with no content except hundreds, if not thousands, of links to external client websites.Google’s algorithm at the time did not penalize this. Rather, this loophole-like tactic was widely exploited, making it simple for SEO firms to power link client sites to top rankings in no time flat. Of course, competition came in the form of other SEO firms vying for the same space, but this…

Why are marketers talking about taking agency services in-house?

Late last year, the Association of National Advertisers reported that some 35% of marketers have already brought programmatic in-house, a dramatic increase from the 14% reported in 2016. And that’s just a start. Marketers have their eyes on a host of services once outsourced to their agencies: social media marketing, data management, strategic planning, message development, media buying and planning.Right under our noses, it seems the brand/agency relationship has undergone a complete transformation. What’s going on? And is this a good development?What’s driving the interest?To find out, I spent the past few months speaking with numerous brands and agencies, and it’s safe to say we’re living through a seismic shift in the marketing ecosystem. As a result of those changes, brands and agencies are on two different trajectories.Marketers once fully trusted their agencies and looked upon them as vital partners in their success. Today they’re more apt to question the value they get from an…

Marketing Day: Snapchat video ads report, Facebook’s Trip Consideration targeting tool & 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:Bundle your agency services to boost revenue
Mar 6, 2018 by Digital Marketing Depot
Though the leading marketing sectors, such as technology, software and many consumer brands, have been utilizing marketing automation for years, it is still a relatively underutilized technology in many sectors. This puts agencies in a great position to pitch services in the form of a bundled offer.
LiveRamp’s IdentityLink expands to a new frontier: Television
Mar 6, 2018 by Barry Levine
Through its service for matching people’s data sets, LiveRamp wants to help advertisers conquer television’s many platform variations.Facebook unveils Trip Consideration for travel advertisers
Mar 6, 2018 by Susan Wenograd
New optimization option aims to reach trip-takers in the early stages of consideration.Report: Just under 400 brands ran video ads on Snapchat Discover channel…

Bundle your agency services to boost revenue

Though the leading marketing sectors, such as technology, software and many consumer brands, have been utilizing marketing automation for years, it is still a relatively underutilized technology in many sectors.This puts agencies in a great position to pitch services in the form of a bundled offer. Marketing automation and the right mix of agency services can dramatically improve your clients’ lead-gen efforts and help you prove your value.In this Agency Perspective from SharpSpring, you will:Learn about the importance of SEM and multichannel marketing.Find out how to boost your ROI by bundling your services with marketing automation.Get great tips on combining email and video marketing.Visit Digital Marketing Depot to download “Bundle Your Agency Services to Boost Revenue.”

via Marketing Land