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Showing posts from April 4, 2018

What mobile marketers really need to know about deep linking

I am surprised by the number of mobile marketers who don’t use deep linking properly, or even at all. Deep linking is a means for improving the user experience, enabling personalization and driving conversions. In the highly competitive world of mobile apps, no marketer or publisher can afford to overlook these benefits.How deep linking works can get technically complicated. While it is important to have a general understanding of its functionality, what is more important is to understand why it matters and how you can use it to improve your app’s performance.Deep linking and the user experienceA deep link is a very specific URL that takes users to a specific page on a website or a precise location within an app. Apps don’t behave like browsers do. If users want to reach a specific page of a website, they can simply type that address into a browser. That is why you don’t hear about deep linking in the context of desktop. With apps, however, they must be configured correctly to ensure …

Smart marketing still hinges on humanity, not technology

Remember what life was like before we had smartphones? We flipped through inches of white pages without a thought, carried impossible-to-fold maps wherever we traveled and never left home without pocket change.Now, it seems as if we think everything would work better if it were smart. We can buy smart umbrellas that tell us where we left them and when we’ll need them next. Smart diaper-changing tables that track Junior’s weight, food intake (and output). Even smart underwear that can adjust our home’s thermostat based on our body temperature, change our Spotify playlist based on our mood and adapt our e-gameplay to our stress levels.[Read the full article on MarTech Today.]The post Smart marketing still hinges on humanity, not technology appeared first on Marketing Land.

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Facebook CEO Mark Zuckerberg will testify before Congress next week

Facebook Chief Executive Officer Mark Zuckerberg will testify before a key House panel next week, the Congressional House Energy and Commerce Committe announced Wednesday.Zuckerberg will face the committee on April 11. It’s the first of three potential hearings where he could face questions about Facebook’s data privacy practices.“This hearing will be an important opportunity to shed light on critical consumer data privacy issues and help all Americans better understand what happens to their personal information online,” said Committee Chairman Greg Walden, an Oregon Republican, and ranking member Frank Pallone, a New Jersey Democrat, in a statement.Privacy issues abound for FacebookThe announcement comes on the heels of a tumultuous month for the social media behemoth.Facebook and Zuckerberg are still reeling from the fallout from a scandal caused by news that data firm Cambridge Analytica used data on 50 million individuals that was harvested from a “personality prediction” app on F…

IAB Tech Lab releases IFA guidelines for OTT platforms to improve consumer experience

The Interactive Advertising Bureau (IAB) unveiled its “Guidelines for Identifier for Advertising on OTT Platforms” Tuesday morning to provide “a high-quality advertising experience within over-the-top television (OTT) environments,” according to the press release announcing the news. OTT environments include smart TVs, connected devices and other systems.Central to the framework are best practices on how advertisers should manage OTT advertising through the use of identifiers for advertising (IFAs).[Read the full article on MarTech Today.]The post IAB Tech Lab releases IFA guidelines for OTT platforms to improve consumer experience appeared first on Marketing Land.

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Facebook CEO Mark Zuckerberg says the company does not plan to apply GDPR globally

Facebook Chief Executive Officer Mark Zuckerberg said Tuesday that Facebook had no immediate plans to apply all of the General Data Protection Regulation (GDPR) globally, according to a Reuters report.The European Union (EU) legislation requires entities that handle data belonging to EU citizens to comply with a sweeping set of rules mandating increased transparency and verifiable consent. The law also gives EU citizens enhanced rights, including the right to access, move and delete their data. The deadline to comply is May 25, 2018.From the wire service’s report of a phone interview with Zuckerberg: ”Facebook already complies with many parts of the law ahead of its implementation in May. He said the company wanted to extend privacy guarantees worldwide in spirit, but would make exceptions,” which he declined to describe.In January, the company announced that it would globally roll out a “privacy center,” designed to give users more control. At the time, Chief Operating Officer Sheryl…

A quick and easy guide to meta tags in SEO

Meta tags are invisible tags that provide data about your page to search engines and website visitors.In short, they make it easier for search engines to determine what your content is about, and thus are vital for SEO. Meta tags are placed in the <head> section of a HTML document, and so they need to be coded in your CMS. This can be easier or harder depending on the platform that powers your website: an “out of the box” solution like WordPress will have a dedicated section for meta tags like canonical links or meta descriptions.However, before we get into the nitty-gritty of which meta tags to add to your site, let’s talk about why they’re so important.Why do meta tags matter?As previously mentioned, meta tags offer more details about your site to search engines and website visitors who encounter your site in the SERP. They  can be optimized to highlight the most important elements of your content and make your website stand out in search results.Search engines increasingly va…

Decibel launches a Score for digital experience

Experience may be a subjective thing, but London-based Decibel has launched a platform to score its digital embodiment.The new Digital Experience Intelligence platform generates a Digital Experience Score, or DXS, ranging from a low of 1 to a high of 10. The Score is intended to establish a user’s state of mind when interacting with a website or mobile app, and the London-based analytics firm says this is the first time such scoring has been available at scale.CEO Ben Harris, who described this new Score as “absolutely game-changing,” told me that the platform employs five categories of metrics. There’s Distance, gauging how far a mouse or scroll movement travels, and Velocity, to detect the speed of user actions. Movement tracks right, left, up or down, Focus shows how long a user is engaged, and Hesitation conveys hovering without clicking.[Read the full article on MarTech Today.]The post Decibel launches a Score for digital experience appeared first on Marketing Land.

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Adobe rains down announcements for its Experience Cloud

Adobe offered a deluge of announcements about its Experience Cloud last week at its annual Summit in Las Vegas.Perhaps the most far-reaching one was the launch of a new, unified customer profile called the Experience Cloud Profile, combing customer data from customer relationship management systems, as well as from online behavior, device use and ad exposure. It sounds like a Customer Data Platform, a marketer-accessible and centralized hub of customer and prospect data. As Vice President of Platform Engineering Anjul Bhambhri noted in a blog post:What data does this profile have? It can ingest data from various enterprise repositories including first-party data as well [as] any third-party data. This data may consist of CRM data, e-commerce transactions, offline transactions, loyalty program data, behavioral data from mobile, web or emails, and social interaction data.[Read the full article on MarTech Today.]The post Adobe rains down announcements for its Experience Cloud appeared fi…

Writing an eBook – A #ShoutersChat Recap

When you blog, the most important thing that you keep in mind, is the content of your blog. And, your content is all that attracts your readers.But, have you ever thought of compiling all your ideas into a book? As a writer, writing an ebook will always be a dream.You may write everything possible about a topic in your blog posts, but when you write the same thing with a little more content in a book, it takes it to an all new level. Your book is taken more seriously than your posts and it gives you more substance. A book is what transforms you from a blogger to an author.Writing an eBook and publishing one, gives you a sign that you may get more subscribers. It gives you more visibility and is also a very smart move from the monetization point of view. If you give your readers complete information on a topic in the form of a book, they would be happy to pay you off for it. These eBooks help you to transform your blog from a hobby to a real earner. It is going to give you real money.B…

Facebook now displaying related stories & share info for articles as part of ongoing News Feed test

Facebook is expanding a News Feed test it launched last year that aims to help users determine the integrity of news items posted on the platform.Originally, the test included an “i” button added to news headline links that, when clicked, displayed more information about the article and the publisher that ran it. Now, in addition to the “i” button displaying further information about the article, it will also display a section of “Related Stories” with recent headlines from the publisher, a share count that shows where the news item has been shared geographically in the US and a list of the user’s friends who have shared it.There is also an option to follow the publisher’s page within the “About this article” information.Facebook offered the following short video demonstrating how the newly added “i” button information will be displayed:Newsroom: Article Context Launch VideoPosted by Facebook on Monday, April 2, 2018 Facebook says the latest updates to the News Feed test are being roll…

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day grind, heads down.Physicist, cosmologist and author Stephen Hawking died last month. There are so many lessons we can take from his legendary life and impact on society. Upon reflection, a major piece of advice that sticks with me in life and business is his advice to “remember to look up at the stars and not down at your feet.”“Try to make sense of what you see and wonder about what makes the universe exist,” he encouraged. “Be curious. And however difficult life may seem, there is always something you can do and succeed at. It matters that you don’t just give up.”[Read the full article on MarTech Today.]The post #LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking) appeared first on Marketing Land.

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Marketing Day: GDPR legal docs, Facebook’s A/B ad-testing & the future of retail

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:Much ado about data
Apr 3, 2018 by David Rodnitzky
Columnist David Rodnitzky explains why he believes the latest Facebook privacy scandal may be overblown.Parsons Lab launches an online platform to generate GDPR legal docs
Apr 3, 2018 by Barry Levine
The Utah-based subsidiary of a law firm says this is the first tool to automatically generate a complete set of policies and compliance documents.MarTech salary survey results — See how yours compares
Apr 3, 2018 by Digital Marketing Depot
MarTech Today and surveyed over 800 readers to gather salary data and assess the roles and responsibilities of marketing technology professionals. For the analysis, we filtered it down to only the 432 who identified their role as marketing technology, marketing operations or a combination of the two.Study captures new consumer ‘hierarchy of needs’…

Much ado about data

There is a common trope in movies — the all-knowing, or omniscient, supervillain. Take the Joker in The Dark Knight.” At the beginning of the movie, he pulls off a bank heist, manages to time it perfectly and escapes in a school bus by merging into a bunch of school buses that he somehow knew were going to be passing the bank on a field trip at the exact time he was ready to leave the bank!In real life, we often attribute omniscience to people and companies when the truth is much more, well, normal. Such is the case with the uproar over Cambridge Analytica, the data mining company used by the Trump presidential campaign to create psychographically targeted ad campaigns on Facebook.The outrage over Cambridge Analytica goes something like this: A Cambridge University professor launched a popular “personality quiz” on Facebook called “thisisyourdigitallife” which was taken by 270,000 people. By using their Facebook IDs to take the quiz, they gave their consent for the app to access cert…

Parsons Lab launches an online platform to generate GDPR legal docs

Whatever other benefits the upcoming General Data Protection Regulation (GDPR) will accomplish, we know it won’t reduce the number of documents on the planet.To help reduce the document-creation workload for small and medium-sized businesses, Salt Lake City-based Parsons Behle Lab is out with an automated online platform called GDPR IQ. The Lab says this is “the first automated tool that assesses an organization’s GDPR needs and generates the complete set of required GDPR policies, procedures and proof of compliance documents.”The Lab is an “innovation subsidiary” of the Parsons Behle & Latimer law firm. The Lab’s president, Kimball Parker, was the founding director of the LawX design lab at the BYU Law School, where he oversaw the creation of a free online tool for Utah residents that helped them respond to debt collection lawsuits, called SoloSuit.[Read the full article on MarTech Today.]The post Parsons Lab launches an online platform to generate GDPR legal docs appeared first …