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Showing posts from April 17, 2018

Facebook’s secret ‘Loyalty Prediction’ ad tool anticipates future user behavior & purchases

On the heels of Congress trying to determine how Facebook is managing user data, a new report from The Intercept claims the company is currently promoting a “Loyalty Prediction” ad service tool that lets advertisers target users based on predicted behaviors versus past actions.Facebook’s predictive ad service tool will make it possible for advertisers to build campaigns beyond user demographics and preferences, instead using data that anticipates user behavior and purchases, according to a “confidential” document obtained by The Intercept.“One slide in the document touts Facebook’s ability to ‘predict future behavior’ by allowing companies to target people on the basis of decisions they haven’t even made yet,” writes The Intercept reporter, Sam Biddle. “Facebook explains how it can comb through its entire user base of over two billion individuals and produce millions of people who are ‘at risk’ of jumping ship from one brand to a competitor.”Knowing what we know about Facebook’s adve…

How the C-suite benefits from a strategic marketing operations function

As the marketing operations (MO) function continues to mature and extend influence into every part of the organization, it is time to review how key stakeholders benefit from the MO function. More specifically, I’d like to examine the benefits of a strategic marketing operations function.The charter for a regular marketing operations group is to improve the efficiency and effectiveness of marketing in people, processes, technologies and data to achieve stated goals. This type of organization serves a core function for marketing, but it typically reacts to a strategy set elsewhere, rather than setting it. The strategic MO function is characterized by leadership, vision, cross-functional value-creation and transformation through operations.The strategic MO group runs marketing like a business. Much more than button-pushers and techies, a strategic MO function is instrumental in transforming marketing into a revenue and growth engine for a company. As this change occurs, benefits accrue …

Content nurturing for ABM: Moving from theory to practice

Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an  Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in order to attract, engage and convert the decision-makers inside your key accounts. But you are asking yourself, “What does that really look like tactically?”I get it.Moving from theory to practice and actually developing and deploying your arsenal can be a heady, if not daunting, proposition. Here is some basic guidance on how to put one of the best moves of your marketing career into full gear.The decision, mindset and suiting up was the first part of the move, of course. What comes next is learning how to consult the data analytics to determine the exact right types and composition of content assets, stage by stage, based on the target deciders in your buying groups.Let’s take a look at the practical phases of a true nurturing plan.

Three brands still killing it on Facebook

In my column last month, I set out a manifesto for social media marketing in 2018, a call to “grow up or get out.” I compared what social media is going through now — privacy scandals, shrinking reach, loss of metrics and more — to the changes search engine optimization (SEO) had to deal with a few years ago as Google cracked down on the tricks and hacks too many SEOs relied on.Over the next few columns, starting with this one, I want to provide examples that illustrate what social media marketers must do to survive and thrive in the years to come.Let’s start with business pages that still get amazing organic reach on Facebook (something you allegedly can’t do anymore). In January of this year, Facebook announced that in order to earn a prominent spot in users’ newsfeeds, content (including brand and publisher content) had to have the potential of creating “meaningful interaction” (i.e., real conversations) among regular users.Below you will find examples of content from four brands t…

Best practices for optimizing media rich web page speed

Consumer media consumption is rapidly shifting from text to visual images. Website content that includes compelling images averages nearly twice as many views as text, and four times as many customers would rather watch a video about a product than read about it.There has been explosive growth in the adoption of visual media to dramatically improve online user experience, resulting in higher engagement and conversions. However, visual media can also weigh down your webpages, increase page load times, deflate your search rankings and turn visitors away.Particularly, as Google is placing more emphasis on page load speed – particularly for mobile users – as a search ranking factor.This whitepaper examines the importance of visual media to your online publishing and marketing efforts, and how you can reconcile the ‘need for speed’ with the need to provide an engaging site experience to your visitors and potential customers.Visit Digital Marketing Depot to download “Media Rich and Fast: Be…

Here are some more misconceptions about GDPR

There is one thing we know for certain that the upcoming General Data Protection Regulation (GDPR) is creating: misconceptions.It’s hard to keep up with them. But, after noting nine common GDPR misconceptions a few weeks ago, we now offer a new batch gleaned from a chat with Clive Boonzaaier, director of governance, risk and compliance at security firm Cipher UK:Contrary to the inclusion of the word “compliance” in his title, and the widespread use of that term to describe companies that are abiding by GDPR’s requirements, Boonzaaier says too much emphasis on that term misses the appropriate way to view the new regulations. In his view, “compliance” is most properly used to describe obeying a clearly defined legal regulation, like a speed limit. But much of GDPR is left unspecified, allowing a wide range of approaches to implementation, as long as the end result is protecting the personal data of consumers. He told me that adherence to GDPR is like saying, “You should deploy security …

More companies announce GDPR compliance efforts as the deadline for enforcement looms

With a little less than two months until the General Data Protection Regulation (GDPR) — a sweeping set of European Union (EU) rules that govern the handling of EU citizens’ data — goes into effect, we’re seeing a steady stream of larger companies announcing compliance initiatives and tools. The law will be enforceable starting May 25, 2018.New tools for Google Analytics usersIn a letter sent to administrators last week, Google Analytics announced it was adding two new GDPR-compliance tools to its current data privacy and security features and policies.Granular data retention controls that allow users to set specific deletion dates for user and event data.User deletion tool for site owners to permanently delete data associated with a specific site visitor.[Read the full article on MarTech Today.]The post More companies announce GDPR compliance efforts as the deadline for enforcement looms appeared first on Marketing Land.

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Fake videos could threaten what is left of reality

If you value facts, democracy or markets geared around supply-and-demand, you may want to sit down.Relatively inexpensive tools have recently emerged that are able to generate fake, but realistic-looking, videos. The ability to generate authentic-looking fakeness is now no longer restricted to high-end Hollywood special effects shops.This poses a previously unknown level of risk to how democracy or markets are supposed to work, Michael Fauscette told me. He’s the chief research officer at business software review platform G2.[Read the full article on MarTech Today.]The post Fake videos could threaten what is left of reality appeared first on Marketing Land.

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SEO basics: The top 8 mistakes that rookies (and new businesses) make

SEO mistakes can be easy to make, especially when you’re just starting out – either as a new SEO, or as a fledgling business.By being keenly aware of specific pitfalls that new businesses and SEO rookies can fall into when attempting to optimize their site and their content, you can steer clear of the most common mistakes and oversights, implement best practices, and fast track your search visibility success.Here are eight missteps you’ll want to avoid:1) Not starting SEO soonerBusinesses can (and too often do) invest years creating compelling content that is exactly what its target audience is looking for. However, even the best content won’t do much good if its intended audience can’t find it or doesn’t know it exists.Engaging in SEO to ensure that content is visible and prominent – not buried beneath other search results – can be as critical to success as the content itself. Smaller businesses in particular tend to prioritize content creation over SEO strategy, but the two really n…

Marketing Day: Google’s ‘Funding Choices’ ad messaging, net neutrality & loyalty programs

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:Google brings ‘Funding Choices’ ad messaging to more countries & adds subscription offer
Apr 16, 2018 by Amy Gesenhues
Launched last June, Google’s ‘Funding Choices’ platform was designed to help publishers recover lost revenue from ad-blockers.Last chance! MarTech kicks off one week from today
Apr 16, 2018 by Marketing Land
It’s finally here! MarTech® takes place next week — April 23-25 — in San Jose. If you’re responsible for leveraging marketing technology to drive growth, profitability and extraordinary customer experiences, you don’t want to miss this event! You’ll have a terrific experience at MarTech.Why publishers should be taking action on net neutrality
Apr 16, 2018 by Andy Evans
The repeal of net neutrality rules is set to take effect next week. Contributor Andy Evans believes independent publishers will suffer a blow and offers …

Google brings ‘Funding Choices’ ad messaging to more countries & adds subscription offer

After its launch in June 2017 for publishers in North America, the UK, Germany, Australia and New Zealand, Google’s Funding Choices ad messaging is now expanding to 31 more countries.The program was created as part of Google’s “Coalition for Better Ads” efforts and is aimed to help publishers recover lost revenue from ad-blocking issues. The Funding Choices platform lets publishers display one of the following three messages to site visitors using an ad blocker:A dismissible message that doesn’t restrict access to the content.A dismissible message that counts and limits the number of page views that person is allowed per month, which is determined by the site owner.A message that blocks access to content unless the visitor chooses to see the ads on the site or pays for access to content either via the site’s subscription service or a pass that removes ads through Google Contributor (a paywall alternative developed by Google).The subscription service option is a new addition to the Fun…

How GDPR may help drive blockchain usage for content

The application of blockchain to content authentication has been gaining traction, and it may get an extra push from the zeitgeist brought about by the EU General Data Protection Regulation (GDPR).GDPR is designed to protect consumers and change the way companies approach consumer data. Though GDPR doesn’t address data about content and its provenance, it’s ushering in an era of increased awareness about data and the desire for transparency. Given its potential, and given the widespread concern about “fake news,” one could easily see a scenario in which blockchain was employed to safeguard the legitimacy of information on the internet worldwide.[Read the full article on MarTech Today.]The post How GDPR may help drive blockchain usage for content appeared first on Marketing Land.

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Last chance! MarTech kicks off one week from today

It’s finally here! MarTech® takes place next week — April 23-25 — in San Jose. If you’re responsible for leveraging marketing technology to drive growth, profitability and extraordinary customer experiences, you don’t want to miss this event!You’ll have a terrific experience at MarTech. Here’s why:MarTech connects the dots“I find this the only conference that provides information and insight into the skills and tools necessary to navigate the overlap between marketing and technology.” — Sue Haddrill, Nestlé Purina PetcareSee the conference agenda.You’ll learn from martech superstarsSpeakers make the conference. You’ll hear experts from brands and agencies. Experts who are eager to help you understand, implement and integrate marketing technologies, rethink your marketing strategy and build talent-rich cross-functional marketing teams.It’s all about youMarTech is independent and not owned by a vendor. We don’t have axes to grind (or sales targets to meet) when it comes to any technolog…

Why publishers should be taking action on net neutrality

The legal and political debate around net neutrality rages on following the Federal Communications Commission’s (FCC) decision to repeal rules established in 2015. That repeal, which passed on a party-line vote in December, is set to take effect on April 23.Individual US states are making efforts to counter the repeal, with Washington the first state to introduce laws preventing internet service providers (ISPs) slowing down or blocking online content. Many other states, including California, Montana, New Jersey, New York, Hawaii and Vermont, are also taking action to preserve net neutrality.The FCC believes it has the authority to oversee internet services because internet data crosses state lines, and last year’s ruling attempted to prevent states setting their own laws, but it is unclear whether it will stand up in court.Various trade groups are also wading into the debate. The Internet Association (IA), which represents the likes of Google, Facebook, Amazon, Etsy and Airbnb, wrote…