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Showing posts from April 6, 2018

SMB marketing survey finds only 3% use outside agency or vendor

BrandMuscle recently released a “State of Local Marketing” report for 2018. The sprawling document captures marketing and ad-spending trends among US small and medium-sized businesses (SMBs) that participate in co-op or MDF funding programs where brands help subsidize local marketing by their dealers, retailers and affiliates.The report offers a snapshot of tactics and attitudes among US small business marketers as a whole. It segments SMBs into three categories by number of locations, headcount and revenues:Less than $500K in revenues, 0 to 4 employees and a single location (58 percent of survey respondents).Less than $5MM in revenues, 5 to 20 employees and 2 to 5 locations (26 percent of respondents).More than $5MM in revenues, 21+ employees, more than 6 locations (16 percent of respondents).The report finds that the vast majority of these small businesses are doing their own marketing in-house. In the majority (64 percent) of cases, the business owner is doing all the marketing him…

What’s the future of consumer data now that Facebook is pulling back?

We’ve been seeing a lotof discussionin the news about Facebook, data and privacy following the social media company’s disclosure of the misuse of its data by Cambridge Analytica, which ran highly targeted ads for the Trump campaign in the 2016 election. Now, in an effort to placate regulators, investors and users, Facebook has changed its policies regarding third-party data, and more shifts may be in the works.I’ve written extensively about the power of third-party data and how effective and necessary it is for personalized marketing. You won’t be surprised, then, to find that I support using third-party data in marketing programs.In fact, I encourage it because it makes your messages more relevant, and relevancy is what consumers want above everything else. What they don’t want, however, is manipulation.The furor, as I see it, is all about the use of data to manipulate. That’s the essence of “creepy data” that I’ve warned marketers about using.What’s the long-term impact on Facebook …

Facebook Live broadcasts have doubled YoY since the livestreaming feature launched in 2016

Facebook reports Facebook Live broadcasts have doubled year over year since the feature debuted in 2016, and the number of daily average broadcasts from verified publisher Pages has lifted 1.5 times during the past year.To mark the two-year anniversary of the livestreaming feature, Facebook released a number of stats around live broadcasts on the platform. In addition to its growing usage, Facebook says Live broadcasts win six times the interactions of regular videos.“Two years ago, we rolled out Facebook Live to people around the world, giving everyone a way to connect and share in the moment,” writes Facebook’s VP of product for video, Fidji Simo. “It has become a core part of the Facebook experience.”In the last two years, there have been 3.5 billion total Facebook Live broadcasts and more than 150 billion reactions to Live video. According to Facebook, hundreds of millions of people have used the feature, and nearly 2 billion Facebook users have watched Live videos.In the announce…

Adverty launches ‘first programmatic platform’ for AR/VR in-app ads

Adverty ads (building wall, sign in street) in a Rovio game, Viral Invasion A Stockholm-based startup has launched what it says is the first programmatic ad platform for augmented reality (AR) and virtual reality (VR) native ads.Adverty actually made its platform available late last year in a non-programmatic version for a test project with Coca-Cola Company, and it is now being offered in general release for programmatic use. Rovio Entertainment, the company behind the “Angry Birds” game, is employing the platform, and Adverty says other brands are in discussion.[Read the full article on MarTech Today.]The post Adverty launches ‘first programmatic platform’ for AR/VR in-app ads appeared first on Marketing Land.

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5 ways to make your website stand out in the SERPs

Google is always evolving.Tweaks to the algorithm and changes to how search results are presented are often lamented by frustrated marketers, but these evolutions can also present valuable new opportunities for making content visible to searchers.Today’s SERPs are a far cry from the humble list of ten results and handful of sponsored links that Google started out with.In an effort to help searchers find their information faster – and with less clicking and scrolling – Google is incorporating a wider range of rich features into its results pages.I want to use this post to take a look at some of these features.How can we ensure our content is best suited to Google’s ever-more intuitive results pages? And how can we make it stand out there?1. Google’s Answer FeaturesAnswer boxes are increasingly being used by Google in an effort to provide searchers with answers to their questions, even without the need for clicking through to a site.This can be annoying for marketers who have traditiona…

Get the MarTech Guide to GDPR here

The team at MarTech Today has put together a comprehensive guide to help marketers understand not just what GDPR is, but also how it is being implemented and enforced, whether or not their companies will be impacted and how to prepare. Sound like your cup of tea? Get your free copy to discover answers to the following questions:How does GDPR affect American businesses?What does GDPR entail?How will GDPR be enforced?What are the common misconceptions?Download the guide now!Psst… Like the guide? You’d fit right in at MarTech! Join us April 23-25 in San Jose, California, for an unparalleled learning opportunity. We even have a special GDPR workshop taking place Monday, April 23. View rates and register today!The post Get the MarTech Guide to GDPR here appeared first on Marketing Land.

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Facebook & Instagram ads granted accreditation by the Media Rating Council

After more than a year of audits by the Media Rating Council (MRC), Facebook has been granted accreditation for ads on both its platform and Instagram.According to a release from the MRC, the accreditation applies to ad impressions for both Facebook and Instagram’s desktop and mobile web sites, and mobile apps.“We recognized the industry’s desire for more independent third-party validation, so this is welcome progress,” says Facebook’s VP of marketing science, Brad Smallwood, “We look forward to continuing our verification work with the MRC.”The MRC is a US-based non-profit organization that reviews audience measurement services and manages accreditation for media research and rating purposes. Facebook first opened itself to audits by the MRC in February of 2017 after confirming to advertisers it had made a series of ad metric errors.Last September, Facebook said that it had an agreed upon timeline with the MRC to complete a full audit by the independent firm. The two parties met thei…

9 steps you can take now to get prepared for GDPR

If you are a US business that just started thinking about how to prepare for the General Data Protection Regulation (GDPR), time is running out.When the sweeping European Union (EU) legislation goes into effect on May 25, entities that process the data of European citizens are subject to a slew of new rules, which include enhanced data subject rights, guidelines for handling data, simplified and strengthened consent, mandatory breach notifications and increased protections for children.Organizations in breach of GDPR can be fined up to 4 percent of their annual global turnover or €20 million (whichever is greater).In order to be fully compliant, you’ll need to spend some time and money, but there are some things you can get started on right away.[Read the full article on MarTech Today.]The post 9 steps you can take now to get prepared for GDPR appeared first on Marketing Land.

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Marketing Day: Pinterest advertisers, Bing Ads price extensions & Facebook’s policy changes

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:Pinterest reports 1.5M global advertisers & 50% gain YoY in SMB advertisers
Apr 5, 2018 by Amy Gesenhues
On the one-year anniversary of its Pinterest Propel ad program, the site shared ad stats and announced a new head of SMB.Bing Ads launches price extensions
Apr 5, 2018 by Ginny Marvin
Price extensions are available in the US and rolling out to international markets this month.State of Digital Marketing Analytics in the Top 1000 Internet Retailers
Apr 5, 2018 by Digital Marketing Depot
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.Gartner offers first Magic Quadrant for Content Marketing tools
Apr 5, 2018 by Barry Levine
The category’s vendors report bri…

Pinterest reports 1.5M global advertisers & 50% gain YoY in SMB advertisers

rvlsoft / Pinterest reports it has 1.5 million advertisers globally, is continuing to grow its list of small businesses advertising on the platform and is seeing a 50 percent year-over-year jump in SMB (small and medium-sized business) advertisers since last year.In addition to sharing advertising numbers, the site announced it was extending its “Promote” button for Promoted Pins beyond the US to business accounts in Australia, Canada, Ireland, New Zealand and the UK. It also has hired Matt Hogle as its new global head of small business. Hogle will be tasked with developing new SMB programs and will report to Jon Kaplan, Pinterest’s global head of partnerships.“I’m excited to help small businesses grow on Pinterest,” says Hogle. “For companies looking for new customers, Pinterest is the perfect place to advertise, as people come here specifically to decide what to do or buy next.”Pinterest released the numbers and new hire as part of an announcement marking the one-yea…

Bing Ads launches price extensions

Bing Ads announced the rollout of price extensions on Wednesday.Price extensions appear in text ads that appear in the top spot in mobile and desktop search results. Advertisers can use them to show prices for products or services and include up to a 25-character description with each extension. One price extension is visible from the ad, and a “view more items” drop-down displays three additional listings.Bing Ads price extensions are now available in the US and rolling out to international markets. The prices used in price extensions must be visible on the landing page, and that landing page can be on a third-party retailer site like Amazon or Walmart, as opposed to the advertiser’s e-commerce site. Advertisers are charged for clicks on price extensions, just like sitelinks.Price extensions can be set up in the Bing Ads UI, via the Bing Ads API or imported from AdWords campaigns.Whereas Google introduced price extensions in AdWords on mobile first, Bing Ads price extensions are avail…