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Showing posts from April 27, 2018

Google’s mobile-first index: six actions to identify risks and maximize ranking opportunities

Google’s mobile-first index is here, causing fresh uncertainty about potential SEO impacts – but there are a number of proactive steps to take to manage risk and maximize ranking opportunities.Rather than passively wait to feel the impact of the shift to mobile-first indexation, we advise companies to take six specific actions to prepare for opportunities and protect site performance as the mobile-first index is rolled out throughout 2018.Brands that have been prioritizing mobile performance shouldn’t experience a negative impact from the mobile-first index, but an honest and systematic re-evaluation is required. Companies who have allowed the mobile and desktop experience to diverge over the years will likely experience change – rankings could be lost (or gained) as a result of the switch.Before diving in and making changes to prepare for the mobile-first index, we recommend running a full audit of current desktop and mobile rankings in all the regions your company does business in, …

Sprinklr adds AI to its customer experience platform

Over the last year, Sprinklr has repositioned itself as a customer experience cloud, centered around its former role as a social media listening and management platform.In another move to boost its capabilities, the company is this week adding the first installment of an artificial intelligence layer to its platform, called Intuition.It initially tackles the customer care flow in the platform, where brands are often overwhelmed by the volume of social posts requesting help, asking questions or making complaints.[Read the full article on MarTech Today.]The post Sprinklr adds AI to its customer experience platform appeared first on Marketing Land.

via Marketing Land

Customer acquisition on social media — with your own data

In the battle for customer acquisition, data plays an important role in marketing strategy, along with a desired product and excellent creative. There’s also the challenge of reaching a target audience where they spend most of their time, which today is within mobile apps and browsing social media.When we look at Google, Facebook and Amazon from the perspective of an advertiser, we see that they utilize much more data for their own benefit than they make available for audience segmentation.Amazon’s data has always been a walled garden. Their incredibly deep historical data on buying behaviors and patterns gives them a sizable advantage, leading to what many argue are cutthroat product decisions and incredibly targeted product recommendations.I expect Facebook will increasingly become a walled garden after overexposing and ineffectively monitoring third-party data use. By shutting down their Partner Categories program, they’re reinforcing to their advertisers that Facebook audience dat…

Facebook impervious to scandal as Q1 results of $12 billion easily beat expectations

Facebook announced first quarter revenues of $11.97 billion, which easily beat Wall Street consensus estimates. The company managed to post growth in all key metrics, despite the ongoing data scandals that have dogged it in recent months.Marketers spent $11.8 billion on ads on Facebook, which was up a whopping 50 percent vs. a year ago. Mobile ad revenue contributed 91 percent of that total or $10.7 billion. A year ago, mobile contributed 85 percent of ad revenues.Daily active users were up (albeit slightly in North America) 13 percent year over year to 1.45 billion. Monthly active users totaled 2.2 billion, also up 13 percent.In Q4 2017 Facebook had seen both usage and engagement declines. Investors were nervous about the continuation of that trend with this earning report. However, their fears appear to have been largely unfounded.[Read the full article on MarTech Today.]The post Facebook impervious to scandal as Q1 results of $12 billion easily beat expectations appeared first on M…

Marketing Day: Snapchat’s unskippable video ads, new Gmail features & Reddit’s native ads

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:Snapchat to test 6-second unskippable video ‘Commercials’ to run during Shows
Apr 26, 2018 by Amy Gesenhues
The new ads will be exclusive to Snapchat’s Shows content — the platform’s premium TV-like videos produced by entertainment studios and TV networks.Twitter attributes more than half of its $575M Q1 ad revenue to video
Apr 26, 2018 by Amy Gesenhues
Up 21% year over year, Twitter’s $575 million in advertising earnings is split evenly between its US and international markets.Report: Millennials least influenced by retail advertising, most active tech adopters
Apr 26, 2018 by Greg Sterling
The bar is getting higher for retailers, and most of them won’t clear it.The conflicted marketer’s take on AMP for Gmail
Apr 26, 2018 by Kyle Henderick
Will AMP for email be a force for unparalleled interactivity, or will it be a coding and QA headache? Con…

Snapchat to test 6-second unskippable video ‘Commercials’ to run during Shows

Snapchat will begin testing a new six-second unskippable video ad format it is calling “Commercials” that will run during a select number of the platform’s Shows — the TV-like videos it rolled out last year featuring premium content produced by networks and entertainment studios.The test will begin mid-May, according to a report from Digiday. Snapchat hasn’t shared any further details as to which advertisers will be part of the beta group taking advantage of the new video ad format or the Shows that will include the Commercials.Snapchat has been steadily building up its ad options this year. In January, the company updated its app-install ads and gave advertisers deeper analytics around their app-install campaigns. A month later, it opened its automated ad-buying platform to all advertisers. Last month, the company launched new location-targeting tools for advertisers, and just last week, it announced Shoppable AR Lenses.The six-second Commercials are a departure from Snapchat’s usual…

Twitter attributes more than half of its $575M Q1 ad revenue to video

According to Twitter’s Q1 2018 earnings report, video ads accounted for more than half of the $575 million advertising revenue it earned during the first quarter of this year.Twitter’s total revenue for the quarter was $665 million, a 21 percent increase year over year, and was split nearly evenly between its US market ($347 million) and international markets ($318 million). The $318 million revenue earned from international markets reflected 53 percent growth year over year.Ad revenue also saw a 21 percent increase. Of the $575 million in ad revenue, $288 million came from its US market. The $287 million in ad revenue from international markets accounted for 52 percent year over year growth.Not only was revenue up, but Twitter says its daily active users (DAU) grew 10 percent year over year. The site is now averaging 336 million monthly active users (MAU) — up from the 330 million MAUs it reported in Q1 of last year.Twitter reports it experienced “better-than-expected” growth across…