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Showing posts from March 15, 2018
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All about value props: How customer and competitive research should shape your marketing

Conveying the value of your product or service is a foundational tenet of marketing. Whether you are a mature company or a startup, understanding your worth and knowing how to properly communicate it to current and prospective customers is key to success.But as those of us tasked with driving marketing strategy know, this isn’t always an easy endeavor. How many times has a brilliant ad copy idea missed the mark? Or a fresh redesign of your landing page caused conversion rates to decline? Even worse, how often does it feel like every company in your industry is saying the same thing?Sending customers the correct message is one thing. Delivering that message while competing in a crowded market is an entirely different challenge.In my second article of this series focused on competitive intelligence, I will show you how to identify and communicate the value your product provides that resonates most with your customers and that truly differentiates you from the competition.Understanding y…

7 Google Tag Manager courses to prioritize in 2018

If you love data (and what marketing expert doesn’t?), then learning Google Tag Manager should be high on your priority list this year.Unfortunately, many spend so much time on Google Analytics that GTM gets pushed to the wayside. Google Tag Manager (GTM) is a powerful, versatile tool that helps you track and manage your own website data.Since understanding analytics is increasingly important for businesses of all sizes, there’s no better time to start learning GTM than right now.So what exactly does Google Tag Manager do for you? In a nutshell, this tool lets you easily add snippets of code called tags to your site. These tags track things your visitors do.For instance, you could set up tags to track how many people download a specific file, which channels bring visitors to your site, and even how quickly visitors scroll through your pages. The tags then send your information to your third-party sites of choice, such as Google Analytics or Bing Ads.The GTM web interface is easy to us…

PageFair on IAB consent framework: ‘Violates GDPR’

Last week, the Interactive Advertising Bureau (IAB) released a draft version of a General Data Protection Regulation (GDPR)-friendly framework for advertising in a real-time bidding environment.That framework proposes that websites present visitors with consent options about using their data for specific ad purposes. (A version covering mobile apps is in the works.) A visitor’s consent profile, showing which options have been approved (or not), is then made available to the ad ecosystem when an ad bid request is made from a webpage.The request for an ad bid contains a new consent indicator called a Daisybit, which contains info on use cases and vendors acceptable to that visitor.For instance, if you agreed that only AppNexus could serve you ads based on your location, the Daisybit consent profile with that anonymized info is sent along with the webpage’s request for an ad bid.But at least one publisher-side advocate thinks the IAB proposal won’t work and that it “violates GDPR.”[Read …

SRAX readies its BIG platform so users can make money from their data

User data, which has become very valuable for advertisers and publishers, may now become valuable to the one remaining stakeholder.That is, to users themselves.This week, SRAX (formerly Social Reality, Inc. and pronounced “serrax”) joined the efforts to make that happen. It has started internal testing on a blockchain-based consumer data management and distribution system. A closed beta is expected within a month.Founded in 2010, the LA-based firm has previously operated a supply-side platform, a data management platform, a social content management tool and a marketing and ad platform.Called BIG (for Blockchain Identification Graph), the new platform offers a mobile app and a website app for consumers.[Read the full article on MarTech Today.]

via Marketing Land

Quora launches List Match Targeting for reaching audiences based on email lists

Quora continues to push out new capabilities for its ads platform. This week, the question-and-answer platform released List Match Audiences.As with Customer Match in Google and Custom Audiences in Facebook, for example, advertisers can upload customer or prospect email lists to Quora for ad targeting or exclusions.The company says emails are hashed locally on the marketer’s browser before being sent to Quora.Quora now offers three ways to create audiences: website visitors, lookalikes and List Match. Advertisers can also create lookalike audiences from List Match. Lookalike targeting uses machine learning to identify people who have exhibited characteristics similar to those in the seed audience.Emails are matched to the email Quora users use to log into their accounts. It’ll be interesting to see the kinds of match rates marketers see.Last week, Quora added support for multi-event conversion tracking with its pixel.

via Marketing Land

With game apps in mind, Google announces Universal App Campaign & AdMob monetization updates

Google announced several app promotion and monetization initiatives for game app developers on Thursday. The announcements, made ahead of next week’s Game Developer Conference, include updates for Universal App Campaigns, new rewarded ad experiences and a monetization test for apps on AdMob, Google’s in-app ad network.The company announced it has now driven more than 10 billion app installs through ads, up from the 5 billion announced last May.Universal App Campaigns (UAC) are Google’s machine learning-powered, automated app-install campaigns that run across Google Play, Google Search, YouTube, Gmail and the Google Display Network. UAC replaced Google’s manual app-install campaign type last year. “We’re doubling down on this product,” said Sissie Hsiao, VP of product for mobile app advertising at Google, in a press briefing on the announcements yesterday.Here’s a rundown of the updates and tests announced for UAC and for AdMob.Video ads on Google Play with UACGoogle will soon be addin…

Experts agree: Social media is ineffective in local link building

As anyone who’s tried to develop links to a local business will know, the link building game for local SEO is a very different beast to standard link building.For a start, Domain Authority isn’t as critical as local relevance. Then there’s the realization that nofollow links are actually fine and really do count towards brand awareness.When working on local link building, you notice that the biggest successes can be achieved by establishing connections in the local community; something that has the added, knock-on effect of improving how the local business looks in the eyes of the community.These are things that are tried and tested, but now also verified in BrightLocal’s latest survey of local SEO experts on link building. The company asked 20 leading lights in the local SEO industry which local link building tactics worked for them, along with a host of other questions designed to give the wider industry an insight into best practices.Links in social profiles count for nothing, nada…

Google says it removed more than 3.2 billion bad ads in 2017

Google says it removed more than 3.2 billion ads that violated its advertising policies during 2017, nearly doubling the 1.7 billion ads taken down in 2016.“That’s more than 100 bad ads per second!” writes Google’s director of sustainable ads, Scott Spencer.After a tumultuous year of brand safety issues, fake news and highly publicized extremist content plaguing its various ad networks, Google released its latest Trust and Safety Report outlining the steps it has taken to fight ad fraud, malware and content scammers.In 2017, Google says it took down:79 million ads for sending users to malware-laden sites.400,000 malware sites.66 million “trick-to-click” ads.48 million ads that prompted unwanted software installation.Around this time last year, Google announced new brand safety controls for video and display ads, creating policies that prohibited the monetization of inappropriate and controversial content. In connection with these policy updates, Google says it removed 320,000 publishe…

7 marketing and promotion tactics to get your content discovered

It’s no secret a well-executed content marketing campaign can deliver a solid return on investment.According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost.As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked is content promotion.According to a survey by the Content Marketing Institute, 55 percent of B2B marketers were not even sure what a successful content marketing campaign looked like!Content without promotion is like link building without links or creating a landing page without a call to action. That’s why promotion should take equal focus with creation.Let’s look at seven tried-and-true content promotion strategies that will drive traffic to your content and website.[Read the full article on Search Engine Land.]

via Marketing Land

Optimize for voice search by keeping it short and to the point

OK, Google … how do I optimize for voice search?Ask that question and you’ll discover even Google doesn’t know but is trying to learn.For those of us in the search engine optimization (SEO) field who want to stay up to date, waiting for Google to figure it out isn’t much help. We need to know what’s going on, and we need to know it before our competitors get the jump on us.Who uses voice search?Before we dive into the approaches we need to take to optimize for voice search, let’s take time to gain an understanding of who is using it.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Reddit ad news, GroundTruth’s ‘pay per SKU’ model & an email marketing report

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:Omnichannel Personalization at Scale: How leading brands drive sales across channels
Mar 14, 2018 by Digital Marketing Depot
Americans now own an average of four devices, spending nearly 11 hours a day consuming media across platforms (Nielsen). When they read your email or visit your website, they expect personalized messaging — no matter which device they’re on.Reddit introduces native promoted post ads in its mobile apps
Mar 14, 2018 by Ginny Marvin
The company says its iOS and Android apps are now the most popular way for users to access Reddit content on mobile.Report: France suing Google, Apple over mobile developer contract terms
Mar 14, 2018 by Greg Sterling
Seeking to curb ‘abusive trade practices,’ the country will seek heavy fines.GroundTruth adds ‘pay per SKU’ model to its performance location products
Mar 14, 2018 by Greg Sterling

Monetizing with Google AdSense – A #ShoutersChat Recap

Google AdSense is one of the most popular methods of monetizing your blog or your website. Google AdSense is owned by Google and it is based on the idea of displaying advertisements which are on similar lines as the content on your blog.The AdSense examines the content on your page and finds out the advertisements that suit your reader’s interest. AdSense allows you to add text, media and display good quality ads on your blog. Thus, giving you an edge and some extra money.It gives you an amount of money that is recurring and that will come back every time AdSense hits your blog. Since AdSense gives you a recurring income, you should definitely target it first and then move onto different monetizing techniques to improve your revenue.That’s why this week’s #ShoutersChat was:“Monetizing with Google AdSense”.In this week’s #ShoutersChat, we discussed everything from the things to keep in mind while applying for AdSense to how to grow your revenue using AdSense. We also talked about the n…