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Showing posts from April 10, 2018

Brands, please stop ruining the consumer mobile journey with desktop experiences

People check their phones every 15 minutes on average, about 47 times a day, even if they have no alerts or notifications, according to a Deloitte study. And that number has remained steady for the past few years.Mobile isn’t just the first screen or the only screen — it’s become part of everyday consumer behavior. It’s the device they reach for when they need to make decisions at any moment about what to buy, where to go or what to do.In fact, in its latest research, Google found that 75 percent of people say their smartphones make them more productive.Yet still today, many brands are stuck in a desktop-first, mobile-second world. When they fail to prioritize mobile investments and experiences, brands risk losing consumers who choose not to put down their mobile devices to complete transactions.Maybe brands still see significant desktop activity and think, “Hey, desktop still plays a big role in consumer decision-making!” While it may appear so, Google recently found that over 40 per…

Time for brands to take customer data personally

Seven in 10 consumers expect a personalized experience from the brands they encounter, according to a survey of 3,000 Americans and Britons that Conlumino conducted in 2014.While that’s not shocking, this need for personalization can impact a customer’s loyalty and is a challenge that brands big and small still struggle with daily.For nearly a decade, marketing and publishing departments have responded to this demand by using data management platforms — or DMPs — to organize customer data and deploy that information for tailored advertisements.These days, however, customers want more than just targeted ads. They expect top-to-bottom personalization every time they interact with a brand — whether they’re calling a company’s helpline, viewing content in a mobile app or watching an in-flight commercial.[Read the full article on MarTech Today.]The post Time for brands to take customer data personally appeared first on Marketing Land.

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Does Cambridge Analytica have your info? Here’s how to check

As Facebook CEO Mark Zuckerberg heads to Washington, D.C., to testify before Congress about Cambridge Analytica exploiting user data, the site is now making it easy for users to see if their information was shared with the analytics firm.The feature is listed in the company’s help center. Doing a search for “Cambridge” or “Cambridge Analytica” on the help center search bar will display the following page: “How can I tell if my info was shared with Cambridge Analytica?”If you are logged into your Facebook account, the page will automatically tell you if your data was given to Cambridge Analytics via the “This is your digital life” app.Since suspending Cambridge Analytica for exploiting user data, Facebook been on constant crisis-control for its negligent management of user information. In addition to giving users a quick way to check if their information was scraped by the analytics firm, the site has launched a data abuse bounty program to report app developers who may be misusing dat…

Connect With Peers And The Martech Community

Join the marketing technology community at MarTech®, April 23-25 in San Jose. You’ll participate in 55+ sessions led by experts from L’Oréal, Donors Choose, Weight Watchers, Netflix, Airbnb, and many others. And beyond sessions, you’ll meet more than 100 leading martech vendors in our Expo hall, gain access to structured and unstructured networking including 2 receptions, networking lunches, speed networking, and more!You’ll be joining attendees and speakers from top brands including:Pick your packageRegister today for an All Access Pass and pay just $1,895… $200 in savings compared to on-site rates. You’ll get exceptional content, expert speakers, limitless vendor solutions, all networking opportunities, and top-notch amenities including hot meals, refreshments, and complimentary WiFi. This discount expires April 22, so don’t delay!Looking for a more streamlined conference experience? Book a $99 Expo+ pass and enjoy unlimited access to the Expo Hall (and 100+ martech exhibitors), 10 …

Case study: Digital out-of-home and mobile-location deliver offline success for REI

At a time of declining traditional media budgets, out-of-home (OOH) seems to have found a way forward. The combination of OOH with digital and mobile-location data is proving to be very effective.A case in point is REI’s ongoing #OptOutside campaign. The anti-Black Friday ads have been running for about three years. Most recently, the campaign combined OOH/digital OOH (DOOH) and mobile with location data to deliver a 14 percent lift in brand awareness and 7 percent lift in purchase intent. Most importantly, it caused a 3.6x lift in store visitation compared with a control group not exposed to the multichannel campaign.The campaign ran in Washington D.C., Denver and San Francisco and was a collaboration between the outdoor retailer, Vistar Media and LiveRamp. REI used LiveRamp to anonymize its first-party data so that it could be exported to third-party vendors. Vistar took that data and determined “high propensity areas” offline where REI customers and prospects (essentially lookalike…

Getting started with Accelerated Mobile Pages: 5 helpful guides

Here at Search Engine Watch we have covered the evolution of Accelerated Mobile Pages (AMP) across numerous posts since the project’s launch in earnest in 2016.The Google-led framework gives web developers the means to optimize their sites for faster, cleaner, and more efficient delivery on mobile.Of course, this is good for user experience and visibility in the SERPs. So it is understandable that many well-known sites – including eBay, Twitter, Tumblr, Reddit, Medium, and Pinterest – have incorporated AMP across their pages.I thought I’d use this post to draw together some helpful guides for getting started with AMP – with an eye on the basics, as well highlighting recent announcements and upcoming new opportunities for using the framework in 2018.1. Create your first AMP pageIt seems logical to start this list by turning to the AMP team’s dedicated site: ampproject.orgThis, fairly simple, six-step tutorial introduces the required AMP HTML mark-up, with links out to schema that will …

Already doing SEO? Add these two things to optimize for voice search

How do you optimize content for voice search in 2018?That’s a popular search engine optimization (SEO) question these days as everyone looks to take advantage of the surge in spoken queries. Take a look at recent trends:The answer to the popular question, “How do you optimize for voice search?” is this: Do what you would do for traditional search engine optimization and that should cover it.Really?Yep! Let’s move along now.
OK, so not exactly. I’m joking to prove a point.There are a few things you can specifically do to optimize for voice search. For the most part, things you hear about optimizing for voice search are things that will help your site in general.After doing some research on Google to find “how to” articles on voice search optimization and how SEO changes for voice search, I made a list of tactics to help get more organic traffic from spoken queries.Many of the articles suggested the same tactics, so from the dozens of top-ranking articles I reviewed, here are the 12 bes…

The new Google AdWords interface is coming soon. Are you ready?

Google is gradually rolling out a new AdWords user interface. Word has it this change will be complete and available to everyone sometime in the first half of 2018.Many of us using the new interface have been asking questions like “Have you seen this feature/report/functionality in the new interface?” If you are frustrated by the new interface, you are not alone.Realizing others may have the same frustrations, I chatted with folks in my office and got their take on the pros and cons of the new Google AdWords interface.Pros of the new Google AdWords interfaceLet’s start on a positive note and talk about the pros of the new interface.I like the way the program page loads; it’s more fun now. Reminds me of the way the new Air Canada home page comes online. I like looking at quirky “spinning” things while I wait for a page to load.Some of the alerts at the dashboard level appear to do a better job of highlighting recent performance changes in a potentially actionable manner. If a group of …

Google patent on related entities and what it means for SEO

I read a lot of patents, many of which may or may not apply to search engine optimization (SEO) or be used by Google at all.But that’s not the case with the recently granted Google patent “Related entities.” I believe this patent is being applied and it gives us significant insight into how Google identifies entities and the related entities people are searching for.Let’s look at some details I think are interesting and get a general understanding of the patent and its intent. Understanding how Google associates entities will help us grasp and use the connections to SEO.Related entitiesLet’s start with understanding related entities, especially in the context of Google patent US 20180046717A1.  If you search on the phrase “presidents of the united states,” this is what you may see:[Read the full article on Search Engine Land.]The post Google patent on related entities and what it means for SEO appeared first on Marketing Land.

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How to align SEO and sales teams so everyone benefits

It’s no secret that marketing and sales don’t always see eye to eye.The sales team gets mad at the marketing team for lack of leads and marketing gets mad at sales for not closing deals.For two areas so closely tied to one another, the lack of cooperation is pretty amazing.In fact, according to a recent study from InsideView titled, “The State of Sales and Marketing Alignment in 2018,”  only 37 percent of salespeople reported meeting with marketing to discuss lead scoring.Even more telling, Hubspot’s State of Inbound 2017 report noted only 44 percent of marketers feel they are aligned with sales. Yikes![Read the full article on Search Engine Land.]The post How to align SEO and sales teams so everyone benefits appeared first on Marketing Land.

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The power of podcasting: SEO keyword angles

This is Part 2 of a three-part series. Part 1 can be found here.Once you are booked on a podcast, brush up on the host’s website, bio and about page.Listen to recent podcast episodes so you can get a feel for the types of questions being asked, learn a little bit about the host and ask about audience demographics. You have an opportunity to speak with someone who is going to listen to you for 20 or 30 minutes of their time — you must make an impression!Before the podcast interview, the host or one of their representatives will typically contact you to chat about what they want to cover on the podcast. If they don’t reach out to you, you should contact them and ask if you can schedule a time to talk about what they would like to discuss on the show.Some will want the interview to be organic and won’t share the angle they are planning to focus on; some will strategize your interview so that you both can tailor a message that will best help the podcast audience.As an example, when I was …

Google launches Reach Planner for YouTube & video ad forecasting in AdWords

Google has launched Reach Planner, a new planning tool for video campaigns.Currently in beta, Reach Planner in AdWords is designed to help media planners and advertisers forecast the reach and frequency of video campaigns on YouTube and the video partners on the Google Display Network.Reach Planner provides unique reach data for all devices, core audiences and video formats for more than 50 countries.The tool also includes product mix recommendations intended to show which YouTube ad formats will work best together based on inputs of a marketing objective, budget and ad preferences or assets available.If you have a Google sales rep, you can request access to the beta.The post Google launches Reach Planner for YouTube & video ad forecasting in AdWords appeared first on Marketing Land.

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Facebook announces election-based independent research initiative as part of its continuing hearts and minds campaign

Today, Facebook announced it had initiated a new independent research project seeking to determine social media’s impact on elections. The project is funded by a seven different foundations — including the Democracy Fund, the Charles Koch Foundation and the Alfred P. Sloan Foundation. Facebook says it does not have the right to review or approve the research findings prior to publication.“We’re excited about this initiative for two important reasons,” writes Facebook’s VP of communications and policy, Elliot Schrage, and its director of research, David Ginsberg in a post on Facebook’s news blog.According to Schrage and Ginsberg, the two reasons they’re so excited are that the research will serve as a new model for partnerships between industry and academia and that they’ve learned during the last two years how Facebook’s platform can be “… misused to manipulate and deceive.”Necessary research or more crisis control?While the nature of this latest research initiative pulls all the righ…

Marketing Day: FTC complaint against YouTube, Facebook ad transparency & 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:Programmatic is an amazing tool for branding. Here’s how to use it.
Apr 9, 2018 by Grace Kaye
If you’ve been reserving programmatic display for your performance campaigns, contributor Grace Kaye encourages you to expand your horizons.How Salesforce and Demandbase are handling GDPR for B2B
Apr 9, 2018 by Barry Levine
Salesforce is embracing it across its platform, while Demandbase is only committing to internal tools and possibly the IAB framework for EU citizens.How the acceleration of AI will drive digital transformation: Automation and personalization
Apr 9, 2018 by Jim Yu
Contributor Jim Yu explains how artificial intelligence will be woven into the modern marketing organization.10 great reasons to attend SMX Advanced
Apr 9, 2018 by Marketing Land
The search marketing profession is defined by change. Tactics that work today are outdated next…

Programmatic is an amazing tool for branding. Here’s how to use it.

Programmatic is not just for conversions; it’s also a valuable part of your branding strategy.Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies.Thanks to its highly effective targeting possibilities, programmatic advertising has fallen into the below-the-line category — it’s seen as a conversion driver.Within digital advertising, the branding focus tends to be on PPC, SEO and social media. But to take advantage of the opportunities for branding and optimization that programmatic display offers, it’s essential to adapt strategies from direct display to use in programmatic.Better targetingBrand awareness strategies tend to be associated with above-the-line advertising because they have the widest reach possible to share brand messaging.However, programmatic’s forte is actually very effective for branding — a focused targeting strategy is more budget-fr…