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Showing posts from March 21, 2018
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How brands can engage with customers after checkout

Display advertisements, coupons, shopper samples and in-store promotions are some of the more traditional approaches marketers have taken when trying to catch a shopper’s attention and influence his or her purchasing decision. Today, some forward-thinking brands are investing in new technologies like image recognition and augmented reality (AR) to build omnichannel retail experiences that target the mobile-first, tech-savvy consumer.The challenge for brands arises, however, when that customer leaves the physical confines of the store. The 1-to-1 conversation related to a particular purchase essentially ends, as the means to engage directly with consumers post-purchase — during a product’s consumption phase — are basically non-existent. A brand’s ability to accompany the consumer throughout the entire customer journey ends as well.But that’s beginning to change. A 2017 poll from WBR Digital and Narvar found that 90 percent of the more than 100 retailers surveyed recognize that post-pur…

Israeli government threatens Twitter with legal action for not acting on terrorist content

Now it’s Twitter’s turn. The Israeli government said today that it would take “legal action” against Twitter for “ignoring repeated requests to remove online content that was inciting or supportive of terrorism,” according to Bloomberg.Justice minister Ayelet Shaked was referencing accounts and content created by Hamas and Hezbollah, among others. She added that terrorist organizations are using the platform to “incite violence.”According to the report, Israeli government officials submitted more than 12,000 takedown requests to Twitter last year. While the report offered no specific examples, I suspect the government has a fairly expansive definition of what types of content are likely to incite violence.It’s not clear whether or how Twitter will respond. Under growing legal and government pressure in the US, Europe and beyond, social media platforms, including Twitter, Facebook and Google’s YouTube, have sought to be more proactive in the face of extremist content.Last month, The Eu…

Need a reason to attend MarTech? Here are 8!

Attending conferences is an incredible way to increase your knowledge, expand your network and find new insights and ideas.MarTech®is no exception. This show is for senior-level executives working at the intersection of marketing, technology and management. If you’re looking to connect the dots between marketing possibilities and technical implementation, this conference is for you.Here are 8 great reasons to join us this April 23-25 in San Jose:MarTech delivers intimate andconnective networking.You’ll learn from martech superstars.MarTech is 100 percent vendor-agnostic. See the agenda!Half-day workshops provide a truly immersive experience.You’ll enjoy all of the amenities you need to stay productive.Bring your crew to turn MarTech into an incredible team-building experience.It’s programmed with passion by a longtime advocate of martech (yours truly).It’s an outstanding value… no matter the budget.Unpack all of these reasons here!MarTech is an incredible opportunity to meet and learn…

YouTube creators no longer need extra steaming software to film live broadcasts from their desktop

Alexey Boldin / Shutterstock.com YouTube is making it easier for creators to film a livestream using their desktop by adding a “Go Live” link in the YouTube header or by going straight to youtube.com/webcam.“If you’ve ever tried to set up a live stream from your computer using an encoder, you know there can be a few steps involved. Today, we’re making the process as easy as a couple of clicks,” writes YouTube Live Video Product Manager Vadim Lavrusik on the YouTube Creator Blog.According to YouTube, the update removes the need for additional streaming software or any extra setup.YouTube says its “Go Live” desktop feature already has been tested by creators using it to broadcast live beauty tutorials, fan updates and product reviews. It’s available today on Chrome and will be rolled out to more browsers soon.In addition to the new desktop livestreaming feature, YouTube says it will be adding a similar mobile livestreaming tool to the camera app on Asus, LG, Motorola, Nokia and Samsung d…

Facebook CEO Mark Zuckerberg expected to address Cambridge Analytica data use within next 24 hours

Facebook CEO Mark Zuckerberg will be making a statement within the next 24 hours, after several days of silence since the company’s data scandal began, Axios first reported.A source tells Axios that the CEO knows it’s a big deal but has been more focused on fixing the problem than on commenting on it. As Axios points out, the silence from Facebook leadership has “… left a vacuum that provoked merciless coverage, increased lawmakers’ suspicions, and even left some employees demoralized.”Since Facebook’s announcement five days ago that it was suspending Cambridge Analytica for violating Facebook terms around user data, there has not been a statement from Zuckerberg or any other top-level Facebook executive. The issue has now become a full-scale crisis, dominating national headlines.During a panel hosted by The Washington Post on March 20, US Senator Maria Cantwell (D-Wash.) commented on the recent developments around Facebook’s handling of user data, calling on Zuckerberg to come to Cap…

Participating in the conversation: 10 ways to generate traffic WITHOUT Google

Back in 2014 my colleague Chuck Price published The 10 Best Ways to Generate Traffic WITHOUT Google here at Search Engine Watch.Much like the world of search and the perpetually updated algorithms of Google, the landscape of non-Google marketing sees techniques, platforms and priorities change over time.What hasn’t changed is the importance of understanding how to generate traffic without Google. Google is big, but it is not good to concentrate all your efforts into just one referrer.Recent data (from Shareaholic) sees search engines account for around 40% of website referrals. This compares to around 20% for social media – a smaller but notable chunk of potential traffic. These percentages are always fluctuating. And, of course, there’s more to non-Google traffic than social.I thought I’d use today’s post to update Chuck’s 10. As you’ll see, some methods are still around, some are absent, and others are more important than they were four years ago.I also want to throw in a new over-a…

What is privacy by design? A deeper dive into this GDPR requirement

Privacy by design (PbD) is a pretty simple concept: It’s essentially a procedural reminder to build user privacy principles into the development of a product or tool. It’s also a key tenet of the European Union’s upcoming General Data Protection Regulation (GDPR), a sweeping regulation that affects any organization with European users or members.Privacy by design came into the popular lexicon in the 1990s, introduced by Ann Cavoukian, who was information and privacy commissioner of Ontario at the time. In 2012, the Federal Trade Commission began calling it a best practice for data privacy, along with transparency and simplified choice.[Read the full article on MarTech Today.]

via Marketing Land

Aprimo adds collaborative idea creation to its suite of marketing planning tools

Aprimo was spun off from data warehouse/analytics provider Teradata in 2015, focusing on providing marketing management tools for planning, content creation and setting up campaigns.In March of last year, it acquired a leading digital asset management (DAM) platform, ADAM software. This created a suite of precampaign workflow management tools, up to the point where assets and decisions could then be transferred to implementation tools for emails, ads or other actions.This week, Aprimo is adding a space for marketers to collaboratively brainstorm ideas, which can then be stored or moved into production. VP and Head of Marketing Ed Breault told me that the addition of this Idea Lab space extends the platform’s capabilities for the first time toward the first inklings of a new concept.[Read the full article on MarTech Today.]

via Marketing Land

US Senators call for more Congressional involvement in wake of Facebook, Cambridge Analytica debacle

Congress should be more involved in how businesses use artificial intelligence (AI), Sen. Maria Cantwell (D-Wash.) and Sen. Todd Young (R-Ind.) said Tuesday at a panel on that topic sponsored by the Washington Post.Cantwell and Young are sponsors of the Fundamentally Understanding the Usability and Realistic Evolution of Artificial Intelligence Act of 2017, or FUTURE of AI Act, which includes provisions to make the U.S. more competitive, while protecting the public’s privacy rights.[Read the full article on MarTech Today.]

via Marketing Land

Barometric unveils its attribution service for snail mail

Snail mail is the oldest living relative of direct marketing, but it has been the last to receive the same kind of measurement attention as its younger, online family members.This week, attribution provider Barometric is discussing how it is correcting that imbalance, unveiling its solution for tracking the engagement and sales impact of physical mail. SVP of Business Development and Operations Matt Fusco told me that, while this tech has been employed by his company for months, it is only now being formally announced and unveiled as a service.A brand undertaking a direct mail effort uploads to Barometric a list of the street addresses receiving the physical mailers. Barometric has a Device Graph covering 90 million US postal addresses (out of an estimated 125 million) and more than 650 million devices. It is able to connect that physical address to the ownership of multiple devices, Fusco said, for about 70 to 80 percent of the addresses in a given list.[Read the full article on MarT…

Facebook chief security officer reportedly resigns amid data controversy

Following Facebook’s suspension of Cambridge Analytica, the analytics firm charged with exploiting Facebook user data, the social platform’s chief security officer, Alex Stamos, is said to be leaving.According to the New York Times, Stamos said he will be leaving by August of this year and had been clashing with executives since 2016 “over how to handle Russian interference on Facebook and how best to reorganize Facebook’s security team before the midterm elections.”An initial report by the New York Times reported, “He has been overseeing the transfer of his security team to Facebook’s product and infrastructure divisions. His group, which once had 120 people, now has three.”Monday night, Stamos responded to the news of his leaving on Twitter, stating that he is still fully engaged with his work at Facebook.Despite the rumors, I’m still fully engaged with my work at Facebook. It’s true that my role did change. I’m currently spending more time exploring emerging security risks and work…

AMP: Do or die? Session recap from SMX West

The “AMP: Do or Die?” session at SMX West covered the hot topic of Accelerated Mobile Pages (AMP).AMP is the Google-backed project designed to speed up web pages on mobile devices. Google has actively been pushing adoption of AMP but due to the many challenges inherent to migrating to AMP, adoption has been slow.This session provided three contrasting perspectives of AMP.  Moderated by Michelle Robbins of Third Door Media, the session had a split format which started with three formal presentations followed by a lively sit-down discussion where Google Representative Cheney Tsai joined the panel in taking questions from the audience.The first speaker was AMP Evangelist, Dave McAnally of Resolution Media.[Read the full article on Search Engine Land.]

via Marketing Land

Understanding campaign performance: Answers to common conversion tracking questions

Last month, I wrote about the importance of knowing pay-per-click (PPC) fundamentals when you’re hiring new team members.While you can control the team you hire, it’s harder to find clients, bosses and stakeholders who understand all the details of PPC as well as you do. This can lead to questions about campaign performance when conversions don’t seem to be tracked correctly, which in turn can lead to prickly situations where jobs can be at stake.A client’s questions about some confusing aspect of AdWords need to be answered correctly if you want to look like the PPC rockstar you are.Here are a few common conversion questions we are frequently asked and their answers.[Read the full article on Search Engine Land.]

via Marketing Land

Social media in 2018: Time to grow up or get out

It’s always tempting to see the present moment as the peak of chaos and disruption, whether we’re talking about politics or just how those teenagers behave today. The same is true in marketing, because in many ways that profession is always in a state of chaos and disruption.But I don’t think it’s hyperbole to apply “peak chaos and disruption” to social media marketing in the first quarter of 2018. Let’s review just a few of the upheavals we’re experiencing right now in the social media world.Facebook news feed changesSure, Facebook has always tinkered with its news feed algorithm, and organic reach for business pages has been shrinking for years. But no past change can equal the bombshell dropped by Mark Zuckerberg in January, when he  announced that Facebook would radically throttle most brand content in the news feed like never before in favor of more content from “friends and family.”Moreover, there is increasing evidence that young people are abandoning Facebook in favor of more …

What does artificial intelligence mean for marketing agencies?

While the creative process itself is unlikely to be wholly automated by machines, many agencies are aware that some elements of their work might be overhauled or redefined by machine learning tools.In this article, we’ll discuss what kind of marketing agency work might be augmented or automated by machines (including examples of startups working on these marketing applications already) — and we’ll explore what these marketing agency AI trends and examples might lead to over the next five years.[Read the full article on MarTech Today.]

via Marketing Land

Marketing Day: YouTube Director onsite, Pinterest Shopping Ads & Google Play Instant

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:Google expanding YouTube Director onsite video ad service to more than 170 cities
Mar 20, 2018 by Amy Gesenhues
Originally offered in only six cities when it launched last year, YouTube’s video ad creation service will now be available to many more businesses.Pinterest Shopping Ads now out of testing, available to hundreds of advertisers
Mar 20, 2018 by Amy Gesenhues
Launched last year, Pinterest’s Shopping Ads program began with a limited number of beta partners, including IKEA Canada, Lowe’s and Ulta Beauty.Google News Initiative kicks off with Subscribe With Google, other efforts
Mar 20, 2018 by Ginny Marvin
Subscribers will see articles from their subscribed publications higher in the search results and be logged in to those publications across devices.Google launches cost-per-sale Shopping Actions, unified shopping program across Search, A…

Google expanding YouTube Director onsite video ad service to more than 170 cities

First offered last year to advertisers in Atlanta, Boston, Chicago, Los Angeles, San Francisco and Washington, D.C., YouTube Director onsite is now available in more than 170 US cities.The video ad creation service provides access to “experts” who will script, film and edit a 30-second video ad for free when a business commits to spend at least $350 on YouTube through Google AdWords. That is more than twice the original buy-in of $150 worth of YouTube ads Google required businesses to purchase to use the service when it was available in a limited number of cities.Google shared the following graphic to clarify how the process works when advertisers sign up to work with a YouTube Director onsite expert:Google says Warmoth Guitar Products, one of the early advertisers to use YouTube Director onsite, saw a 13x return on its ad spend and a 130 percent increase in revenue from the video ad it created.When YouTube Director onsite was originally announced, it was in addition to a YouTube Dire…