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Showing posts from March 9, 2018

What’s the real strategy behind Amazon’s acquisition of Ring?

Earlier this week, one of Amazon’s venture funds ponied up money for smart thermostat maker Ecobee.Last week, the e-commerce giant announced its second-biggest purchase ever after Whole Foods, the acquisition of video doorbell/smart home vendor Ring.And, in December, Amazon bought home security vendor Blink.What’s going on here?[Read the full article on MarTech Today.]

via Marketing Land

TVSquared adds ‘who’ to its TV performance tracking by partnering with LiveRamp’s IdentityLink

At the beginning of this week, data onboarder LiveRamp announced that its IdentityLink service would tackle a new territory: television.Now, TV measurement service TVSquared has announced a new partnership with LiveRamp.For the past six years, TVSquared’s ADvantage platform has tracked the impact of 15- and 30-second advertising in linear broadcast TV on digital behaviors, working with more than 700 brands.Let’s say Toyota runs a spot in the second ad break on NBC’s series, “This Is Us.” On a minute-by-minute basis, TVSquared is tracking the traffic to Toyota’s digital properties — such as its website, mobile website and app — and it can detect any spikes.[Read the full article on MarTech Today.]

via Marketing Land

IAB Europe unveils its GDPR Transparency & Consent Framework

If you’ve been wondering how the heck consent to targeted advertising in the age of the upcoming General Data Protection Regulation (GDPR) is supposed to work, the Interactive Advertising Bureau (IAB) Europe is out with a proposed solution.This week, it is releasing a draft tech specification of its open source GDPR Transparency & Consent Framework for 30 days of public comment. The specs will be maintained by a working group of the IAB Tech Lab in New York, collaborating with IAB Europe.In a US exclusive to MarTech Today, two IAB representatives gave us some insight on the overall vision.[Read the full article on MarTech Today.]

via Marketing Land

Google’s updated SERP snippet length: What should be your SEO strategy now?

On December 1st, 2017, Barry Schwartz reported on Search Engine Land that Google had officially confirmed a change to how it displays text snippets in Google’s Search Engine Results Pages (SERPs).Barry wrote,“A Google spokesperson told us: ‘We recently made a change to provide more descriptive and useful snippets, to help people better understand how pages are relevant to their searches. This resulted in snippets becoming slightly longer, on average.’”These snippets are the blurbs of text displayed in Google’s SERPs along with the clickable blue text and the page URL.A quick Google search corroborates this – let’s use the query “how were the pyramids built” as an example:In the screenshot above, you can see that where Google would previously display a snippet approximately 150-165 characters long including spaces (give or take, you can see it varies now and it varied before Google made the change too), but now they’re much longer.The text snippet Google shows in the SERP is *supposed*…

Swift shifts in marketing spend aren’t enough to stem the Amazonian tide

After decades of trying to fill their brands’ proverbial leaky buckets — continually flooding them with new customers won through acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide.According to a recent Gartner survey of CMOs, marketing leaders are now allocating two-thirds of their budgets toward customer retention and growth initiatives in an effort to boost lifetime value. That’s a drastic swing from last year, when the results of a CMO survey conducted by my employer revealed marketers were still spending three-quarters of marketing budgets on acquisition.Why the sudden change? Because the disruptive wave of Amazon, the most valuable brand on the planet according to the Brand Finance Group, continues to swell, leaving a demanding, fickle, experience-driven marketplace in its wake.By leveraging every bit of customer data to innovate and deliver more valuable offerings, Amazon continually entices shoppers to come back and …

Marketing Day: SourceMedia’s dynamic native ads, Google AMP news & YouTube Studio

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:How Amazon dominates the competitive search landscape
Mar 8, 2018 by Digital Marketing Depot
Analysis of consumer electronics and department store retail categories in the US and UK suggests that Amazon’s paid search ad spend is behind the e-commerce giant’s continued market growth. The scale and impact of their paid search investments eclipses their closest rivals.SourceMedia moves into dynamic native ads
Mar 8, 2018 by Barry Levine
The publisher is launching three types of native ads designed to move a B2B buyer along in the buying funnel.Mobile marketing: How to fulfill the app retention mandate
Mar 8, 2018 by Kristin Cronin
Getting a user to install and launch your mobile app is only half of the battle. Contributor Kristin Cronin explains how you can keep people happy and engaged.Google AMP team launches ‘Render on Idle’ to load ads faster …

How Amazon dominates the competitive search landscape

Analysis of consumer electronics, and department store retail categories in the US and UK, suggests that Amazon’s paid search ad spend is behind the e-commerce giant’s continued market growth, with the scale and impact of their paid search investments eclipsing their closest rivals.This report from Adthena reveals the extent to which Amazon has been capturing text ad click share in major retail categories. Featured in this report:What is Amazon’s share of ad spend in US/UK markets?How much click share does this win them?What are the three key factors which contribute to Amazon’s dominant search performance?What are the tactics and strategies retailers can use to get more click share?Visit Digital Marketing Depot to download “How Amazon Dominates the Competitive Search Landscape.”

via Marketing Land