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Showing posts from April 23, 2018
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Facebook gives creators new ways to monetize videos, while pushing more users to Watch

Facebook is taking more steps to help video creators and publishers monetize content, while simultaneously aiming to drive a bigger audience to Watch, the site’s video hub with original content programming.In its latest announcement around video, Facebook is launching new “preview” trailers for Watch programming that will run within the News Feed. The previews will give the viewer a “quick ad” of the show, before sending them to Watch where they can view the full episode. Facebook says its content partners will be able to boost the Preview Trailers, targeting specific audiences and “driving more predictable tune-in” for shows.For video creators across the site, Facebook is moving its pre-roll video ads beyond Watch, now including pre-roll ads in search results and timelines for Pages. Facebook says it’s expanding the pre-roll ad test to places on the site where users are seeking out videos: “For example, if a person searches for a show a pre-roll may play when they select the episode …

Creating landing pages that convert

If you’re looking to gather leads for your business, you need to have a landing-page strategy. Just like every other marketing tactic, this can be done well or it can be done poorly. To see the greatest return on their investment, businesses need to build effective landing pages, then test and optimize them to maximize conversion rates.This guide from SharpSpring is written for any marketer looking to initiate or improve their landing-page strategy. It will guide you through the entire process of creating and optimizing landing pages, highlighting key points along the way.Visit Digital Marketing Depot to download “Creating Landing Pages That Convert.”The post Creating landing pages that convert appeared first on Marketing Land.

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WFA to brands: Go beyond GDPR for online data transparency

The World Federation of Advertisers (WFA) has issued a manifesto calling for brands to put their customers first when processing data.The global group issued its plea today, a little over a month before the compliance deadline for the General Data Protection Regulation (GDPR), a sweeping set of rules that govern how entities handle European citizens’ data.[Read the full article on MarTech Today.]The post WFA to brands: Go beyond GDPR for online data transparency appeared first on Marketing Land.

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Waze and Carto team up for location-based urban intelligence

A ton of location data is being created by the movements of smartphone owners. Much of the attention is on marketing use cases: audience and competitive insights, offline attribution, store visits and similar use cases. However, the data has many other applications, including retail site selection, logistics and urban planning, among others.Madrid-based location intelligence company Carto has teamed up with Google-owned Waze, through the latter’s Connected Citizens Program, to offer traffic management insights to municipalities. Madrid, Spain, is the first announced city, but others are on the way, including in the US.The objective is to help cities “better understand traffic mobility patterns and inform better decisions about infrastructure and traffic management.” According to Carto’s SVP Ian Walsh, the Carto Traffico program will provide a mix of historical, real-time and, ultimately, predictive data to municipalities.Waze supplies the raw traffic movement data through its API. Car…

Steering digital messaging with behavioral science insights

The conjoined worlds of business and market research are constantly in flux. Changing media technologies demand new marketing strategies and adaptive research methodologies.Evolution is also driven by the dynamism of consumer needs and attitudes. Ad avoidance, overtaxed attention spans and the growing expectation of multiplatform functionality all pressure marketers and researchers to devise ever-newer solutions to fundamentally old problems.New media connect brands and consumers like never before, offering advertisers intimate access to a vast audience. Advances in technology have also dropped a mountain of consumer data in researchers’ laps, but the golden goose is more of a double-edged sword. Media fragmentation makes maintaining a consistent message across platforms and devices challenging and undermines efforts to effectively evaluate the performance of brand communications.Consistent advertising promotes consumer learning and increases the strength and number of brand associati…

How to use CRO as a power boost for paid search, social ads and SEO  

If you are doing paid search, paid social or SEO, and are not optimizing your conversions, you might be leaving money on the table.Here is a true story shared by Momoko Price, partner at Kantan Designs: a company was investing thousands of dollars a month into PPC campaigns but wasn’t optimizing or even tracking on-site conversions. The AdWords department was focusing on getting clicks without any insight into whether or not they were getting leads. Back-of-the-napkin calculations showed that the average cost per acquisition (CPA) was $1,100. The estimated customer lifetime value was $1200. You can do the math.This is an extreme case, but the truth is, if you don’t have a page that converts, you end up just paying for clicks instead of conversions. CRO can help you get more from your advertising dollars.How to get a higher return on paid search with CRO1. Use CRO to improve the landing page experience and turn more visitors into customersWhen we make the landing page more compelling a…