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State of Digital Marketing Analytics in the Top 1000 Internet Retailers

This report from Cardinal Path explores trends in the adoption of key technologies, providing insight into how retailers are maturing with respect to digital analytics — and how major analytics vendors are faring in this key vertical.“State of Digital Marketing Analytics in the Top 1000 Internet Retailers” reviews the use of core web analytics technologies and examines the prevalence of tag management systems (TMS) and testing, optimization and personalization tools. Additionally, it takes a first look at data management platform (DMP) adoption and explores whether the analytics market is consolidating around a few large players.Visit Digital Marketing Depot to download your copy.The post State of Digital Marketing Analytics in the Top 1000 Internet Retailers appeared first on Marketing Land.

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Gartner offers first Magic Quadrant for Content Marketing tools

If you’re familiar with the term “content marketing,” don’t get too attached.According to the first Magic Quadrant report on Content Marketing Platforms (subscription required) from research firm Gartner, the term will be dead within three years — because all content will be marketed as a way of attracting attention-limited audiences.For the moment, though, a variety of vendors employ that term to describe their software solutions for planning, distributing, optimizing and analyzing content that is created for specific marketing purposes, like educating customers about a given technology or promoting a notable case history.The Leaders in this report are NewsCred, Kapost, Contently and Percolate, which are tops in both Completeness of Vision and Ability to Execute. Skyword, ScribbleLive, Spredfast and Sprinklr are pegged as Niche Players, which are on the short end of both those metrics.[Read the full article on MarTech Today.]The post Gartner offers first Magic Quadrant for Content Ma…

Taboola launches Apple News-like service for Android

Taboola is out this week with an Apple News competitor — but for Android devices.The content discovery service is announcing a partnership with Android mobile device maker ZTE, the ninth largest in the world, to create a new web-based news recommendation service. The partnership is exclusive with ZTE in the initial four countries — Russia, Mexico, Germany and Spain — and Taboola says it will be partnering with other mobile carriers and Original Equipment Manufacturers (OEMs) in other countries.From the wake screen of ZTE devices, the user sees a feed of a couple of dozen of linked thumbnails of news stories, available via swiping through screens. The stories come from publishers in Taboola’s regular network, as well as from a new cost-per-click marketplace that will be available for non-network publishers.[Read the full article on MarTech Today.]The post Taboola launches Apple News-like service for Android appeared first on Marketing Land.

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President Trump: Save us from the GDPR horror show

Donald Trump was elected president based in part on his commitment to slash regulations on American business. And he’s kept that promise, as he points out frequently.Given that focus, how could he have missed the General Data Protection Regulation (GDPR), the European Union’s overzealous attempt to protect the privacy of its citizens?This regulation, which goes into effect at the end of May, applies to European Economic Area residents, no matter where they live, and it would impose onerous fines upon companies not complying. Sovereignty and “America First” are nowhere to be found in GDPR discussions.We recently hired a well-known digital privacy expert to help us comply with GDPR. Here are some of the jaw-dropping things we learned.[Read the full article on MarTech Today.]The post President Trump: Save us from the GDPR horror show appeared first on Marketing Land.

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How to expand search marketing reach in the slow season, part 1: Quora

Most businesses typically have a slow season when consumers don’t think of purchasing their services or products.Despite effective and well-built paid search and social programs, they’re often faced with the challenge of exhausting what they have within their core channels.So how can they avoid getting into the slump of low volumes and grab incremental traffic to make sure they’re still acquiring new customers and meeting growth goals?In this three-part series, we are going to explore three channels that aren’t the usual heavy-hitters, but can still be effective at achieving efficiency and incremental growth.First up: Quora.What is Quora?Quora is a platform where users can come, share knowledge, ask questions, and get answers. Although small when compared to larger social channels such as Facebook, it does have over 200 million users and is steadily growing.Quora has several benefits: CPCs are relatively low, you can reach relevant audiences looking to consume information about your p…

How to use the Knowledge Graph for higher rankings

Google has been on a mission to transform search from “strings to things.” This mission was one of the many reasons for the Hummingbird update and the rise of RankBrain.To pull off this extraordinary feat, Google and its team of engineers needed to create connections between their data using “real world context.” This resulted in what we now know as “The Knowledge Graph.”Google’s goal is to create a “massive graph of real-world things and their connections, to bring more meaningful results.” When searching for information, users are no longer constrained by 10 blue links; instead, Google now displays relevant content that adds to the content of the user’s search.For example, let’s say you want to learn more about Abraham Lincoln. After typing in the query, “Abraham Lincoln,” Google will show a “card” on the right side of your search with interesting information about Honest Abe.Here is what the Knowledge Graph gives us inside Abe’s card:Name.Multiple head shots.Title.Short bio.Height.…

7 ways to turn a webinar into a stream of link-attracting content

Creating large amounts of valuable content is a universal challenge for marketers.Doesn’t matter if we’re talking about images, articles, blog posts or videos. Producing large quantities sometimes causes a decrease in quality if a marketing department isn’t diligent.It’s generally agreed that quality is more important than quantity when it comes to content, but it never hurts to have both if possible.One excellent way to publish frequent, high-value content is to create webinars. Once a webinar has been produced, your creative team can repurpose and optimize it into several pieces of valuable content.Let’s take a look at the process and ways to break a single webinar into multiple pieces of quality content that can be used to support your search engine optimization (SEO) and link-building efforts.[Read the full article on Search Engine Land.]The post 7 ways to turn a webinar into a stream of link-attracting content appeared first on Marketing Land.

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Technical SEO vs content marketing: Which should SEOs focus on?

In the digital marketing sector we frequently talk about content and technical SEO as two distinct sections of marketing we can do on-site.But that’s not entirely true. The two elements work hand-in-hand on a website to support its organic successes.I think primarily the reason is that two separate skill sets are required to deliver the work. For a brand hiring an ‘SEO’ it’s rare they’ll be able to find one person who is equally strong in both content and technical work, so instead they must prioritize which one is the most important to them.I don’t think that content vs. technical SEO is an either/or battle. Instead, it’s more about the ratios and weighting we put towards each side for the duration of an SEO project.It’s an annoying cop-out, but when asked, “What’s more important: content, or technical?” the answer genuinely is, “It depends.” It depends on the current performance of your site, the speed at which you want results, the size of your business and how much you’ve previous…

Facebook updates terms and data collection policy to be more ‘clear’

Facebook is updating and changing its terms of service and data policy. This is part of a multi-pronged effort to make the company’s privacy policies and tools more accessible and easier to use.The company says it’s trying to make things “clearer” and that it’s not asking for “new rights to collect, use or share your data on Facebook.” Facebook CEO Mark Zuckerberg also announced today that the company will bring European GDPR privacy safeguards to its users outside of Europe.In a blog post, Facebook outlined the intended policy changes and invited public comment “for the next seven days.” The company is addressing a broad range of issues and features.Below is an edited summary of some of the announced changes, from the blog post:We’re providing information on [newer features like Marketplace]Everyone’s experience on Facebook is unique, and we’re providing more information on how [personalization] works.We explain all of the circumstances where we share information [with third parties]…

Facebook is now giving users the option to remove apps in bulk

Facebook has rolled out a new option that allows users to remove apps in bulk from their profile settings.The new feature, which is accessible on mobile and desktop, will not only remove the apps but also will offer the option to delete any posts the individual apps have made to a user’s profile, TechCrunch first reported.The feature is included in a user’s app settings, which can be found in the general settings menu. From the app settings page, a user can select which apps they want deleted from their list of downloaded Facebook apps before clicking the “Remove” button. Facebook will display a window confirming they want to remove all the apps selected before it deletes them.A screen shot of Facebook’s new feature for users to be able to remove apps in bulk. The feature is one of a number of changes Facebook announced last month that it will be taking to address privacy concerns in the wake of news that Cambridge Analytica misused Facebook user data. Those changes included restrictin…

Marketing Day: Pinterest executive news, Facebook CEO to testify before Congress & 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:Update these 3 organizational buzzwords to shift perceptions
Apr 4, 2018 by Matt Umbro
Contributor Matt Umbro believes you can improve the way you think about and attack challenges by changing the way you talk about them.Who’s storming the stage at MarTech?
Apr 4, 2018 by Marketing Land
L’Oréal. The New York Times. Verizon. Aetna. Weight Watchers. Netflix. Airbnb. What do they have in common? They’ll all be sharing their experiences from the intersection of marketing, technology, and management at MarTech, April 23-25 in San Jose. Join them and thousands of other members of your marketing technology tribe for an inspiring experience.Pinterest’s head of ad products exits company less than 6 months after taking over ad business
Apr 4, 2018 by Amy Gesenhues
After less than a year at Pinterest, Jon Alferness is no longer with the company. He had ta…

Update these 3 organizational buzzwords to shift perceptions

When was the last time you tried to define or explain a commonly used industry phrase or term?For example, how would you define the phrase “pain points?” I might say to you, “What do you see as the pain points with this client?” Maybe you would see “pain points” as issues that may negatively impact performance. Or troubles that will prevent the relationship from flourishing. Both are solid answers; however, I would go a step further and not only determine what the pain points are, but decide who owns them and how they can be fixed.Perhaps the pain point is lead sharing. How will the client share with the agency the number and quality of leads? How often? When we examine the meaning of the phrase more closely, maybe we can change the language to “improvement areas” to more accurately reflect what we’re trying to accomplish. In this case, how to fix (and not just assess) the issues we face.I shared this example because I’m going to discuss three common phrases that set inaccurate or mis…

Who’s storming the stage at MarTech?

L’Oréal. The New York Times. Verizon. Aetna. Weight Watchers. Netflix. Airbnb. What do they have in common? They’ll all be sharing their experiences from the intersection of marketing, technology and management at MarTech, April 23-25 in San Jose.Join them and thousands of other members of your marketing technology tribe for an inspiring experience. You’ll be able to choose from more than 50 presentations from brands and agencies thriving in this era of technology-powered marketing.Keynotes that will inspire youWe’re thrilled to bring not one, not two, but nine outstanding keynote speakers to the MarTech stage to help you get grounded and dialed into the big opportunities in martech.Each keynote explores an essential element of marketing technology success, including:Driving Evolution in a Complex, Distributed Environment — Madeline Delianides, formerly of The New York Times.The 6th Big Disruption to Marketing: Privacy & Security — Holly Rollo of RSA Security.Separating Fact from …

Pinterest’s head of ad products exits company less than 6 months after taking over ad business

Pinterest has confirmed that its head of ad products, Jon Alferness, has left the company and that it has made a change to its product organization team. According to a Pinterest spokesperson, the company’s consumer product and ads product teams are now combined into one group — an integrated product team — led by SVP of Product Lawrence Ripsher.Alferness had been with Pinterest for less than a year, joining the company in July 2017. By December, he was promoted to head of Pinterest’s ad business when it was announced that Tim Kendall, Pinterest’s former head of ads, was leaving the company. At the time, Alferness was given the title SVP of Ads and Commerce and reported directly to Pinterest CEO Ben Silbermann.Pinterest released the following statement in connection with Alferness leaving the company:Pinterest helps you discover and do what you love. To deliver on this mission, we help partners put their ads in front of people who will love their products and services. With this in mi…