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Showing posts from May 16, 2018

6 dimensions of online reputation that should guide your social media marketing

When a brand post comes up in one of your social feeds, what’s the first thing you notice? It’s probably the image or video, but where do your eyes go next? If you’re like me, I’m betting it’s to the name of the company sponsoring the post. In fact, that’s often the first thing I look at.Why? My guess would be that we automatically put brand posts through a tougher vetting process than we do posts from our friends. We are more resistant because we know these posts have a specific ultimate motivation: to part us from some of our hard-earned money. So we take note of the company name to help us decide whether we are going to give this content any of our valuable time.The main point we’re most likely evaluating when we note the brand name behind a post is our perception of that brand’s reputation. Is this a brand we trust? Have they proven to provide accurate, useful information? Are their claims credible? Are they worth even a few seconds of my time?Social media’s role in brand reputati…

Quantcast, Smaato release tools in support of the IAB Framework for GDPR

With GDPR-Day arriving in less than two weeks, ad tech vendors are beginning to launch consent mechanisms that conform to the Interactive Advertising Bureau’s (IAB) recently announced Transparency and Consent Framework.This week, measurement/analytics firm Quantcast is out with a free consent platform called Quantcast Choice, which it says is the first widely available implementation thus far in the new category of consent management platforms for websites.The platform, Chief Privacy Officer Ghita Harris-Newton told me, has been in beta since February and has been tested by publishers in the US and Europe.[Read the full article on MarTech Today.]The post Quantcast, Smaato release tools in support of the IAB Framework for GDPR appeared first on Marketing Land.

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All Apple News publishers can now use DoubleClick for Publishers to serve direct-sold ads

Apple has rolled out the ability for all publishers to use DoubleClick for Publishers (DFP) for ad serving in their Apple News content, according to Digiday.Apple has been testing the use of Google-owned DFP with some publishers since last year. Publishers retain 100 percent of the revenue they generate from selling ads directly in their Apple News channels and articles.Scripps is among the publishers that have been testing DFP for Apple News. Beth Lawrence, EVP of digital sales for Discovery, said in a statement provided to Digiday, “We’re thrilled with the results we’ve seen from the Apple News DFP beta. We’ve seen strong fill rates across our Apple News channels for Food Network, HGTV and Travel Channel, with a peak fill rate over 90 percent.”Contextual and audience targeting are available, though with limited granularity. Audience targets include age range, gender and DMA-level location.DFP works for display ads, including animated GIF ads, but not pre-roll video or HTML5-based ad…

The story of data, Part 2: Where are we now?

Now that we’ve learned a little history about how we got to our present state — in Part 1 of our story of data — let’s assess where exactly we are. And that’s in an era of personalization that started with Amazon recommendations and has blossomed into elaborate journey mapping that can predict where, when and how you might interact with a message or a prompt.Big Data has given way to Deep DataOnce companies realized that the data that they collected for their own entities could provide value to other companies, we saw a rise in the commodification of data. We’ve moved beyond Big Data as a concept and into an age of “Deep Data.” (I naively thought that I came up with that term until Google set me straight.)Abhi Yadav, founder and CEO of customer data platform ZyloTech, puts it simply:“We were drunk on Big Data,” Yadav said. “Enterprises were tracking, quantifying and tagging everything with the implicit assumption that one day we’d be able to use all that data. It hasn’t panned out th…

Influ2 launches what it calls the first person-based marketing B2B ad platform

Dmitri Lisitski is not a fan of account-based marketing (ABM). The chief executive officer of enterprise-level B2B influencer advertising platform Influ2 says the popular marketing trend simply does not allow advertisers to reach the right person.“Account-based marketing is not very efficient because it targets a lot of people inside one company, but you can’t really target specific people,” Lisitski told me in advance of Influ2’s official launch on Tuesday. The platform uses machine-learning-powered person-based marketing (PBM) to give advertisers a way to engage with specific individuals, which is more effective, Lisitski said.[Read the full article on MarTech Today.]The post Influ2 launches what it calls the first person-based marketing B2B ad platform appeared first on Marketing Land.

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Unlocking higher marketing ROI with unified measurement: A step-by-step approach

Marketers, facing an increasingly fragmented world of consumer attention and media channels, are starting to rely more on tools that leverage data to drive decisions and find a competitive advantage.Over the past few years, marketing analytics has reached a tipping point where it is a must-have for brands both large and small. Attribution — the science of clearly identifying the parts of the marketing mix that are driving business results — has had a remarkable impact on the way businesses make decisions about their marketing investments.The most advanced tools deliver insights about things like which messages appeal to which people in which channels, and they contain the key to finding optimal reach, frequency, targeting strategies and budget. Product improvements are delivering an even more granular understanding of message sequencing and can also optimize for the messages that would next be best for multiple audiences, all of whom may be in different stages of the buying process.A …

Top time-saving tools for SEOs

I recently moved to a new position at a new company, with a new computer and a new, clean install of Google Chrome. It wasn’t clean for very long, though, as I logged into my Chrome account and watched my address bar shrink as all of my extension icons flooded the right-hand side of the window. I was determined to use this as an opportunity to pare down the extensions that I had accumulated over the years.I didn’t do a great job cutting back. As an SEO, I lean heavily on these time-saving tools. So in the spirit of new beginnings and sharing knowledge, here’s a selection of my favorite Chrome SEO extensions (with a few apps sprinkled in).The basicsThese are the simple extensions I can’t live without, and often use outside of SEO work.Word count toolSEO is content (well, in part), and an important piece of content is length. One of those extensions that I didn’t know I needed until I had it, this basicword count toolmakes roughly assessing a page’s content length a cinch. I generally u…

How To Create A Quick Tweetable Link With ClickToTweet And Why

With the rise in the number of social media platforms, we must use the right tools to get the most out of it. Here at ShoutMeLoud, I share a lot of social media tools and hacks that you can use to improve your social media marketing. Today’s post is about one service that I have been using for the past couple of years and it is needless to say that I am mighty impressed!This is a Twitter-related service called ClickToTweet and it creates a clickable link that users can use to share anything on Twitter with one click. Recently, they released a Chrome extension which has only made this service even simpler.What is ClickToTweet?It’s a web app that is helpful for agencies and digital marketers for sharing links with others to get more tweets. Let me explain this with an example.Suppose I want my readers to tweet this text:“An Epic collection of 100+ #Blogging tools worth bookmarking: via @shoutmeloud #Blogger”I can paste it like this and ask them to share which is h…

Marketing Day: Facebook’s new marketing partners, Forrester’s marketing automation report & Amazon news

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:Facebook expands its list of marketing partners, while limiting what view tags can do
May 15, 2018 by Amy Gesenhues
After July 1, Facebook’s view tags will no longer be used for measurement purposes beyond counting impressions.State of Digital Marketing Analytics in the Top 1000 Internet Retailers
May 15, 2018 by Digital Marketing Depot
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.First Forrester forecast for marketing automation finds it is still ‘early innings’ for adoption
May 15, 2018 by Barry Levine
The annual marketing spend for these platforms will more than double by 2023, the report predicts.Amazon poised to launch new retargeting ad product — [repor…