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Showing posts from May 15, 2018

Facebook expands its list of marketing partners, while limiting what view tags can do

Facebook announced today it is expanding its list of third-party solutions to measure ad effectiveness, while at the same time, it is limiting the capabilities of its view tags feature.The company is onboarding marketing partners in three specific areas: marketing mix modeling (MMM), viewability and mobile app measurement (MMPs). The MMM solutions now available through Facebook’s marketing partner program represent a newly created partner specialization.“Marketing mix modeling is used to analyze how different marketing channels, such as TV, radio, print and digital, drive sales,” says Facebook. “This enables measurement partners to incorporate the Facebook family of apps and services into their marketing mix model analyses and strategies.”To build out its MMM marketing partner program, Facebook has added 18 partners to the category, including: Accenture, Analytic Edge, Analytic Partners, Annalect, Business Science Warsaw, Ebiquity, Ekimetrics, IPG Mediabrands, Ipsos MMA, Inc., Nepa, N…

State of Digital Marketing Analytics in the Top 1000 Internet Retailers

This report from Cardinal Path explores trends in the adoption of key technologies, providing insight into how retailers are maturing with respect to digital analytics — and how major analytics vendors are faring in this key vertical.“State of Digital Marketing Analytics in the Top 1000 Internet Retailers” reviews the use of core web analytics technologies and examines the prevalence of tag management systems (TMS) and testing, optimization and personalization tools. Additionally, it takes a first look at data management platform (DMP) adoption and explores whether the analytics market is consolidating around a few large players.Visit Digital Marketing Depot to download your copy.The post State of Digital Marketing Analytics in the Top 1000 Internet Retailers appeared first on Marketing Land.

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Getting listed: how to generate more traffic and mentions

Directory submission is a tactic that has evolved dramatically since it first became known. Firstly, it is no longer referred to as a directory submission, simply because the term has received some negativity over the years.Secondly, the goals have changed: we no longer focus on link acquisition. When you come to think of it, the whole link-building strategy has undergone the same evolution: it has become more integrated, meaning that we now pursue non-link-building tactics while still hoping to get some links anyway.Some of the non-link-building benefits of getting listed that may still result in links include:Proactive reputation management (i.e. making sure your business name is mentioned a lot across the web)Discoverability (i.e. making sure your business is there when people use the directory search to find what they need). This comes with traffic and leads, which is always nice.Getting listed: the opportunitiesIf you think directories are dead, think again: there are plenty of n…

First Forrester forecast for marketing automation finds it is still ‘early innings’ for adoption

In the hubbub over all the new technologies, the workhorse marketing automation platforms keep doing their jobs.And in “Marketing Automation Technology Forecast, 2017 to 2023 (Global)” [available for Forrester clients only], its first such report on this space, research firm Forrester predicts that spending for these kinds of tools will grow vigorously over the next few years, reaching $25.1 billion annually by 2023 from $11.4 billion last year.Although it may seem marketing automation platforms are old news, report co-author Jennifer Adams told me via email that “B2B marketers are still in the early innings of adopting marketing automation technology tools and this trend will continue to drive growth over the next five years.” Over a thousand marketers from eight countries were surveyed for the report.[Read the full article on MarTech Today.]The post First Forrester forecast for marketing automation finds it is still ‘early innings’ for adoption appeared first on Marketing Land.

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Work hard and play hard at SMX Advanced

By now, you’ve read about the exceptional agenda and the incredible lineup of speakers coming to SMX® Advanced. But there’s another aspect of attending SMX that is just as, if not more, important: Networking.Networking is a cornerstone of the SMX conference experience. At SMX Advanced, we’re thrilled to host you and more than 1,500 of your search marketing peers at our classic networking opportunities, both formal and informal, as well as the 4th annual Search Engine Land Awards, held for the first time in Seattle. Brands that have attended SMX include:SMX Advanced draws the best and the brightest professionals working across the digital marketing spectrum, from in-house to agencies, B2B to B2C, Fortune 500 to SMBs. Won’t you join us June 11-13? We’d love to see you there.Here’s a closer look at the networking events on our calendar:In-House SEO & SEM Community Meetup
Monday, June 11 — 5:00 p.m. – 6:00 p.m.Do you wonder how other companies are doing SEO or SEM in-house? Meet other…

Improving e-commerce text ads with ad customizer data feeds

While shopping ads are arguably the most important form of Google advertising for e-commerce accounts, you’re missing an opportunity if you ignore regular search ads.Text ads for specific product searches still take up a lot of real estate and can help drive more sales. When I’m preparing to write text ads, I like to see what’s currently in the landscape.You know what makes me really happy? Results like this…Why am I happy with those search results? Because I know my ads can do better!Look at the first headline for each of the ads, they are all the same. Nothing stands out. When everyone uses the same keyword for the headline, we get boring ads.It doesn’t have to be this way. We can do better marketing to push our products, and business data feeds are here to help.Adding products to a Google feedFirst, we need to get our product information in place. Download the ad customizer data feed template (spreadsheet) from Google.What you initially see in the template is all for demonstration …

Improve paid search lead-gen with cohort analysis

When reporting paid search results, business to business (B2B) marketers often field a few recurring questions from stakeholders, clients, or internal teams:“Why am I seeing an influx of search clicks and leads, but no opportunities or closes?”“We spent $15K extra in search this month, so where are the results?”“How does search contribute to retention?”These are important questions because they are top of mind for stakeholders. However, the ability to strategically and correctly answer these questions about search campaign effectiveness over time requires both deep reporting capabilities and a strong grasp of your organization’s attribution model.Many search pros are proficient in only one of these areas, often painting half of the paid search picture. The resulting gaps in measurement, analysis, optimization and how marketing dollars are spent leave stakeholders less than enamored with the results.Search pros have other tools in the toolbox, though, that can better equip them to resp…