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Showing posts from April 12, 2018

Instagram tests scannable Nametags, taking another page from Snapchat’s playbook

It appears Instagram is once again taking a page from Snapchat’s playbook. The Facebook-owned social media site confirmed it is testing Nametags, a feature that works similar to Snapchat’s Snapcodes, per TechCrunch.Instagram’s Nametags will let users create an image that other users can then scan with the Instagram Stories camera to follow someone. While the feature will make it easier for Instagram users to gain more followers, brands and influencers will be able to use Instagram’s scannable images outside of the platform — for example, on posters or merchandise — to help grow their audience.TechCrunch — which gained insight into how Nametags would work via an Instagram user who had received early access to the new feature — says Instagram profiles will include a QR scanner button that opens a Nametag editor screen. From there, users will be able to create their Nametags.From the TechCrunch report:They [users] can then choose from a purple Instagram color gradient background, a patte…

Report: Sales of Apple smart speaker stall

Sales of Apple’s HomePod smart speaker have stalled, according to new data from Slice Intelligence. Since its launch in January, HomePod managed to capture 10 percent of sales; however, more recently, sales have slowed significantly.The data, first reported by Bloomberg, suggest enthusiasm among Apple loyalists and early adopters but a failure to attract a broader audience. Below are the Q1 US smart speaker sales according to Slice Intelligence, which should be taken as approximate:Alexa devices — 73 percentGoogle Home — 14 percentApple HomePod — 10 percentSonos One (running Alexa) — 2 percentAt $349, HomePod is quite a bit more expensive than most Alexa devices and Google Home, both of which retail for under $200. HomePod has also suffered from mixed reviews and a lack of native support for streaming services other than Apple Music (i.e., Pandora and Spotify).The Slice Intelligence data is not a surprise given the price and perceived limitations of the device. Apple now must grapple …

Grabbr employs blockchain tech to lock-record its social sharing

Social referral marketing platform Grabbr has launched a blockchain-based ledger to transparently track key events.Based in Franklin, Tennessee, the company offers rewards to users who share marketing content via email, social networks or SMS. Its platform was launched in January.In a typical use case, CTO Eric Ramos told me, a marketer sets up a campaign in the Grabbr dashboard so that users “share this to get that.” The marketer identifies the material to be shared, as well as the reward, which might be a free digital copy of a book, a discount coupon or a downloadable song.[Read the full article on MarTech Today.]The post Grabbr employs blockchain tech to lock-record its social sharing appeared first on Marketing Land.

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A panda named Genius joins this world to boost a new IMAX movie

A free interactive augmented reality app is helping to promote a new IMAX family documentary about pandas.The IMAX film, appropriately called “Pandas,” depicts how real-life captive-born pandas are reintroduced into the wild. The movie has opened at IMAX theaters in US museums and will be made available to other IMAX theaters this summer.To expand on the film’s educational experience, the New York City-based VR creative agency Moth + Flame has created Pandas AR, an interactive experience for iOS smartphones and tablets. An Android version is scheduled for release in a few months.[Read the full article on MarTech Today.]The post A panda named Genius joins this world to boost a new IMAX movie appeared first on Marketing Land.

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What marketers need to know about Facebook’s updated Business Tools Terms

As Facebook CEO Mark Zuckerberg faced Senate and House committees in Washington, DC, this week, the platform introduced new terms around the use of customer data, tracking and measurement. Zuckerberg reiterated to lawmakers that Facebook will, in effect, apply the EU’s General Data Protection Regulation (GDPR) standards to its business globally. Not surprisingly, the Terms changes are timed to go into effect on May 25, 2018, the same date the GDPR’s sweeping set of rules governing the handling of consumer data will go into effect.A new “Facebook Business Tools Terms” consolidates the “Conversion Tracking, Custom Audiences From Your Website, and Custom Audiences From Your Mobile App Terms” and “Offline Conversion Terms,” and the Custom Audience Terms have been updated. Here’s a rundown of the key changes to the terms that apply to any website owner, publisher, developer, advertiser, business partner (and their customers) and any other entity that integrates with, uses and exchanges inf…

Behavioral triggered emails: Not just for e-commerce anymore

In the world of marketing, there are three main types of campaigns.The most common is the planned marketing campaign: A company decides the messages and offers it wants to put out into the market. Pretty straightforward.The next type of campaign is the life cycle campaign: You send a predetermined set of messages based on where a person is in a buying cycle, regardless of his or her behavior. In a perfect world, these are automated, but they don’t have to be.A simple example of this is a publisher sending a welcome stream after someone subscribes and then, as a subscription nears its end, ramping marketing back up to drive a renewal. The common thread between these two campaigns is that the company is driving the message.The third type of campaign is one driven by behavioral triggers. These differ in that the marketing messages are designed to directly respond to or use the information a consumer provides by their behavior. Think action on a website that shows interest in something.Go…

What to do about competitors bidding on your brand terms in paid search

Finding a competitor in position 1 for your brand terms can be frustrating. If this happens to you, here is what you can do.Many advertisers consider bidding on competitor terms an easy win, especially if they are unmarked and the truth is, it can be. It is after all your most valuable search engine traffic, consisting of mostly new or existing customers.Whether rightly or wrongly, Google (and other search engines) allows competitors to bid on each other’s brand terms. This means technically your competitors could keep it up forever, and if left unresponded to, they will end up taking a significant share of your valuable traffic.So if you find yourself on the receiving end of competitor bidding, what can you do?The good news is there are several things, and once done, you may find your competitors take down their ads, or alternatively you make it less attractive for them to continue.Here’s what to do, in a suggested order of action:1. Beat them on your own brand termsIf you have not s…

Dynamic Search Ads are for amateurs or superheroes

So, machine learning in AdWords is great and definitely the future. But Dynamic Search Ads? Not so much, in my opinion.In this column, I would like to talk about Dynamic Search Ads (DSAs), which are generally for people new to paid search, and I’ll share a handful of caveats.When to use DSAsDynamic Search Ads are generally for beginners and are used in the following situations:If you have a very high-volume account, and your website is basically perfect in terms of SEO. (However, even if perfect, most SEO sites are far from optimal.)To pull in some new keyword ideas to a managed account.As a catch-all, or to sweep up extra traffic.For an Inventory Management Feed (IMF), where you don’t have the time and money to do this manually or use bespoke technology.If you are new to paid search or have absolutely no time to manage campaigns.Outside of those situations, I can find little reason for using DSAs. I am sure Google will crack it one day, but that day is definitely not here yet.Why DSA…

How to outdo the PPC robots in shopping ads

Automation driven by improvements in artificial intelligence and machine learning will bring significant changes to how we manage pay-per-click (PPC) in 2018 and beyond.There’s still a role for humans to play, one of which is to use what we’ve learned from years of experience to bring an account as close to perfection as possible before letting the machines take it from there.Shopping ad performance may appear to be largely dependent on how well the automated algorithms work, with little room for account managers to optimize things. This is because the targeting is done automatically by Google, based on whatever products are in the merchant feed and how those relate to shoppers’ queries.But there are still ways for account managers to tweak things to move the needle in the right direction.In today’s post, I’ll explain seven ways to improve the performance of shopping ads.Eliminate ambiguous and expensive queriesI remember several years ago, one of our customers wrote about how his sh…

Marketing Day: Facebook & Cambridge Analytica, Oracle Infinity analytics & 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:Facebook & Cambridge Analytica: What we know, what they knew & where that leaves us
Apr 11, 2018 by Michelle Robbins
A brief history of the many privacy disasters at the world’s dominant social media platform, and what the most recent data exposure means for marketers, and other data Borg as Facebook’s CEO faces Congress. Closing the deal with in-store customers
Apr 11, 2018 by Davor Sutija
After a brand spends big bucks to get a potential customer into the retail environment, how can they win the sale? Contributor Davor Sutija suggests approaches and technologies that can help. Best practices for customer data strategies and identity resolution
Apr 11, 2018 by Digital Marketing Depot
When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand experiences that increa…

Facebook & Cambridge Analytica: What we know, what they knew & where that leaves us

Facebook’s founder and CEO, Mark Zuckerberg, spent nearly five hours yesterday answering questions from over 40 members of the US Senate Commerce and Judiciary Committees.This appearance, and another one today with the US House Energy and Commerce Committee comes five months after Congress first grilled the lawyers of Facebook, Google and Twitter on the platforms’ exploitation by Russianoutside governments to influence the 2016 election.Zuckerberg accepted the invitation to answer questions surrounding the sale and transfer of data — gathered without consent — of up to 87 million Facebook users, from a Facebook app developer to the data analysis firm Cambridge Analytica.It’s unclear whether Congress’s interest in this matter is the result of either the size of the data exposed, the perpetrators involved or the results of the breach, i.e., how the ill-gotten data was used. Or perhaps the continuing onslaught of data breaches at so many other platforms and companies has made the legisla…

Email Funnel For Selling Products – A #ShoutersChat Recap

When we talk about emails, we will all agree with the fact that they are the oldest and the most efficient way to reach out to your online audience. No social networking site provides the sort of engagement that emails do for our readers. And email marketing is one way in which you can let your audience know about your products and services.Email funnel is one way by which you can know what your audience actually wants. It is a visual representation of how you want your email marketing to move on. It helps you learn about your consumer’s psychology and behavior so that you can attract, prepare and eventually turn them into prospective buyers.Email funnel helps you create awareness about your product. Your buyers need to know what your services are all about. They need to be well acquainted with your brand. It also involves considering their issues and trying to find a solution to their problem. This will help you transform your readers into buyers and in tuen help you to grow, in term…

Closing the deal with in-store customers

One of the most fundamental goals a brand marketer has is to lead consumers to the point of sale (POS) — that is, a location or moment during the customer journey in which a retail transaction can occur. Guiding shoppers to these critical POS moments is often accomplished — at least in part — through awareness advertising, which helps drive overall consumer recognition of a particular brand and the products that brand offers.Awareness advertising — whether delivered through TV spots, print pieces, online banners, social posts or mobile ads — is a key component of many successful brand marketing strategies. It often generates interest or curiosity among consumers, motivates them to learn more through product research and can play a key role in pushing them closer to a POS situation.Conversely, if a shopper’s familiarity level with a particular brand or product remains low, it’s reasonable to assume the degree of friction along the path to purchase will be relatively high.Awareness adve…