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Showing posts from May 8, 2018
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What is ‘Integration Platform as a Service (iPaaS)?’ Learn everything you need to know

It’s no secret that marketing organizations have been overwhelmed by the volume of Big Data now residing in department silos throughout the enterprise. Increasingly, marketing leaders are responsible for purchasing and managing a growing ecosystem of martech applications that enable business users to collect, analyze and act on customer data. Integrating the data housed in multiple systems has become a huge challenge.Demand for a more effective way to integrate martech applications is fueling the growth of integration platform as a service (iPaaS) solutions. These cloud-based tools act as integration “hubs” that connect software applications deployed in different environmentsMartech Today’s “Integration Platform as a Service (iPaaS): A Marketer’s Guide” examines the market for Integration Platform as a Service tools and what you should expect when implementing this software in your business. This 52-page report is your source for the latest trends, opportunities and challenges facing …

Facebook lets publishers cross-post Live videos across multiple Pages & tests a rewind button

Facebook is continuing to give Pages more video features. After announcing new video metrics last week, the platform is now making it possible to cross-post Live video broadcasts across multiple pages.“With Live Cross-posting, all Pages globally can seamlessly publish a single broadcast across multiple Pages as an original post. We’ve added this functionality to both our Publisher Tools on Pages and the Live API,” writes Facebook Live product manager, Matt Labunka.The feature has already been tested by World Surf League, which cross-posted a recent Live video to its main Facebook page, a sponsor’s Page, and one of its athletes’ pages. The Live video broadcast across the three pages resulted in more than 1.5 million views, 4,500 shares and over 538,000 minutes of watch time, the League reported.Multishow, a Brazilian entertainment channel, says a recent Live video it cross-posted across its Pages garnered a 40 percent increase in retention and twice the number of interactions when comp…

Google AdWords new responsive search ads can show 3 headlines

We’re finally here. Set up one ad with multiple headlines and a couple of descriptions, and Google will start testing combinations dynamically to serve the combination deemed most likely to achieve the advertiser’s stated goal. Oh, and get more real estate than a standard text ad for giving the new machine learning option a go.Google’s new responsive search ads are now in beta in AdWords, though not available to all advertisers yet.They are part of the continuum to let machine learning models do the work of ad creative optimization. Some of the initiatives that have come before it: dynamic search ads, automated ad suggestions (formerly known as Ads Added by Google) and Google’s efforts over the past year to get advertisers to give up manual A/B testing and add at least three ads per ad group. This is the same concept, just more automated. And, of course, there’s the push to automated ad rotation optimization.[Read the full article on Search Engine Land.]The post Google AdWords new res…

Link building is complicated: A rebuttal

Search Engine Land recently published a column by Julie Joyce about how we often overcomplicate link building, and when I read it, something surprising happened. I actually disagreed with her.Well, I sort of disagree with her.I do agree the process of securing a link, finding a site, contacting that site and getting a link is pretty straightforward. But I contend that if you want to achieve meaningful results with link building, matters are more complicated.I see clients oversimplifying link building in terms of results all the time. They have a myopic view of link building and feel it is a simple math equation where increased input means increased output and success is determined by the number of links secured.However, links are a means to an end; the intended results are more visibility, increased traffic and improved conversions. When the goal of link building is to drive search engine optimization (SEO) results instead of simply acquire a set number of links, link acquisition beco…

SEO strategies and keyword rankings: mobile versus desktop

As if we didn’t already have enough to think about in any given SEO campaign, it is now imperative to separate and refine your approaches to mobile and desktop search.While mobile has become hugely significant over the last couple of years, this shouldn’t be to the neglect of desktop. Although SEO for mobile and desktop follow the same basic principles and best practices, there are nuances and discrepancies that need to be factored in to your overall strategy.Part of this is the keyword rankings: you won’t ever know how to adapt your strategies if you’re not tracking the rankings separately for each. Research from BrightEdge found that 79% of listings have a different rank on mobile devices compared with desktop, and the top-ranking result for a query is different on desktop and mobile 35% of the time. These are statistics that simply cannot be ignored.Why do they do differ?Before delving into how to compare keyword rankings on mobile and desktop, it’s first important to acknowledge t…

Marketing Day: Facebook usage report, Amazon Shopping campaigns & Google political 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:Survey: 74% still use Facebook daily, but 44% recently changed privacy settings
May 7, 2018 by Greg Sterling
Roughly 50 percent believe they have “some control” over who gets to see their data on Facebook.Act now! SMX Advanced Early Bird rates end Saturday night
May 7, 2018 by Marketing Land
Skip the basics and dive into the deep end of search marketing. Attend Search Engine Land’s SMX® Advanced June 11-13 in Seattle. More than 79% of available passes have already been sold and Early Bird rates expire this Saturday night. Book now to secure your seat and get a great deal!Has Amazon ended its Google Shopping campaigns?
May 7, 2018 by Amy Gesenhues
Reports from digital marketing firm Merkle show Amazon’s Shopping campaigns slowed after end of Q1, stopped abruptly April 28.Ask the SMXpert: Google manual penalties explained
May 7, 2018 by Debra Mas…

Survey: 74% still use Facebook daily, but 44% recently changed privacy settings

Despite mostly negative coverage, the Cambridge Analytica data scandal doesn’t appear to have had a material impact on Facebook’s usage. Advertisers haven’t curtailed their spending, and, according to a new Reuters/Ipsos poll released yesterday, most users are staying put.The poll was conducted at the end of April among a sample of just over 2,000 social media users. Included in the sample were more than 1,000 Twitter and Instagram users. The key question asked was, “Have you changed how frequently you use Facebook recently?”About 74 percent said they use the site at least once a day, and a similar percentage said they either “use it more” (26 percent) or “haven’t changed how much I use it” (49 percent).Roughly 23 percent report using Facebook less recently. That breaks down as: 18 percent (“I use it less”), 4 percent (“I stopped using it, but I still have an account”) and 1 percent (“I’ve deleted my account”). An additional 2 percent said they didn’t have a Facebook account.During it…

Act now! SMX Advanced Early Bird rates end Saturday night

Skip the basics and dive into the deep end of search marketing. Attend Search Engine Land’s SMX® Advanced June 11-13 in Seattle.More than 79% of available passes have already been sold and Early Bird rates expire this Saturday night. Book now to secure your seat and get a great deal!Your All Access Pass unlocks the complete SMX Advanced experience, including:35+ sessions, keynotes, and clinics. See the agenda.Actionable insights and tactics shared by the best and brightest in search marketing. See who’s speaking.30+ leading industry vendors’ products and solutions in the Expo Hall.Exclusive networking opportunities, including the prestigious Search Engine Land Awards.Top-shelf amenities: nourishing breakfasts, hot lunches, free WiFi, and more.Don’t miss your opportunity to attend SMX Advanced at a great rate. Do your wallet a favor: Register now for just $1,895 and enjoy $400 in savings! This is the absolute lowest price we can offer for All Access passes. Seize the opportunity today!…