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Showing posts from May 17, 2018
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Why your media decisions matter for campaign location attribution

Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that means the location data industry desperately needs more standardization and transparency to inspire that trust.For that to happen, marketers must call on providers to give them more details about how visits are reported and control how control groups are built. In the past couple of months, I’ve shared tools they can use to do just that.However, measurement companies are not the only ones holding the reins. Marketers themselves, perhaps unknowingly, already control several important elements of their campaigns which have a direct impact on the location data and, by extension, what it reveals. Yes, as far as location-based attribution is concerned, the media-related decisions marketers make have an inherent effect on the precision and reliability of the numbers in their campaign measurement reports.[Read the full article on MarT…

Enable attribution across all channels, platforms and devices

It’s no secret that legacy attribution solutions are limited. As consumer digital journeys become increasingly cross-platform and cross-channel, these attribution providers have largely failed to evolve and adapt.This white paper from Branch Metrics covers:An overview of web and app attribution as they have developed.The challenges faced by today’s web and app attribution.The shortcomings of fingerprinting and cookie-based attribution methods.The benefits of industry-leading people-based attribution and its benefits.Visit Digital Marketing Depot to download “Ultimate Guide to Web and App User Attribution.”The post Enable attribution across all channels, platforms and devices appeared first on Marketing Land.

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Beating remarketing addiction and testing for incremental value using Google Analytics

Pay-per-click (PPC) managers love remarketing. At first glance, this makes perfect sense, as it enables marketers to easily improve their return on advertising spend (ROAS) numbers.But is it really money well spent?Recently, we performed an audit for a multinational retailer with a specific concern: improving new customer growth. Things developed nicely, there were no performance issues and ROAS more than doubled as spend increased slightly.But digging a little deeper, we noticed something interesting. Remarketing lists for search audiences (RLSA) traffic had spiked and retargeted website visitors accounted for half of all sales.[Read the full article on Search Engine Land.]The post Beating remarketing addiction and testing for incremental value using Google Analytics appeared first on Marketing Land.

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Ask an #SMXpert: LinkedIn ads and search — The ultimate knockout punch

The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018.The following Q&A is from “Using Search Ads and Social to Deliver The Ultimate Knockout Punch” with AJ Wilcox.Question: For LinkedIn Advertising, what would be a good test dollar amount or time amount to know if it would work for us, and how would you go about getting started?AJ: It’s less about the time period and more about the amount of data for testing into LinkedIn. We’ve found that after an account has spent between $3,000 and $5,000 is normally when two offers reach statistical significance to the conversion.That means if you spend it in one day or whether it takes six months, you’d get the same insights.We certainly prefer to see that data gathered quickly, just so seasonality can’t affect it too much. Also, if you’re working with an agency, there’s going to be a monthly fee, so it generally makes sense to pack that $3,000 to $5,000 test …

LinkedIn releases new updates to Sales Navigator, says the sales prospecting tool is GDPR-ready

LinkedIn’s Sales Navigator is getting a refreshed lead page, new mobile account pages and more integrations with five new marketing platforms. The company also says its sales prospecting tool is GDPR-ready.Sales Navigator’s redesigned lead page now puts users “one click away” from sending an email or LinkedIn message to a qualified lead, finding their office location on Google Maps or visiting their social profiles or an accompanying website to do more research on the lead.“You can see additional emails, phone numbers, website URLs, social handles and office addresses pulled from both their LinkedIn profile and your CRM in one place. And if you add, say, a social handle for a person in Sales Navigator, that information is shared with other team members on the same Sales Navigator contract,” says LinkedIn.[Read the full article on MarTech Today.]The post LinkedIn releases new updates to Sales Navigator, says the sales prospecting tool is GDPR-ready appeared first on Marketing Land.

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Outbrain adds IAS integration to contextually shield for brand safety

Content discovery platform Outbrain is boosting its brand safety, with its recent announcement of a partnership with ad-quality measurement firm Integral Ad Science (IAS).Previously, VP of Product Marketing Dennis Yuscavitch told me, his company offered a more limited protection. When marketers offered their content on Outbrain’s online grid, which provides content “you may also like” at the bottom of articles, they could also embed a pixel from IAS, Double Verify or Moat. Here’s a typical Outbrain content discovery grid:[Read the full article on MarTech Today.]The post Outbrain adds IAS integration to contextually shield for brand safety appeared first on Marketing Land.

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Dialpad buys TalkIQ and adds AI to UberConference and other services

Dialpad, a business communications services firm whose products include business conference provider UberConference, announced this week it has acquired TalkIQ, which provides real-time speech recognition.The resulting combination, Dialpad said, will allow it to deliver VoiceAI that provides actionable intelligence from conversations as they happen. Although Dialpad previously offered voice-to-text transcripts of voice mail, this is the first time it is employing artificial intelligence on its platform.The new services enabled by this acquisition include real-time sentiment analysis, real-time coaching where the platform contextually recognizes topics in the conversation and pulls recommended responses from a knowledge base, real-time transcription and Smart Notes, which intelligently summarize the call and generate a list of action items.[Read the full article on MarTech Today.]The post Dialpad buys TalkIQ and adds AI to UberConference and other services appeared first on Marketing L…

5 Best WordPress Push Notification Plugins For Web + Mobile

Of all the ways to get more traffic to your website, one method in particular that I experimented with in 2018 was website push notifications.Like the notifications you get on your phone, browser push notifications let you send messages to your website’s visitors even when they’re not on your website.It’s a method that I’ve definitely seen success with and I encourage you to try it on your own website:I’ve written more about the benefits of push notifications in the past. So rather than focussing on the theory in this post, I’m going to jump to the five of the best WordPress push notification plugins to make it easier for you to add push notifications to your blog or your website.What To Look For In A Push Notification PluginAs you go through this list, there are a few things that you should pay attention to:What devices does the service support? Most services support Chrome and Firefox, but it is rare to find a service that supports Safari, which may be a problem if you have a lot of…

PulsePoint launches Genome to centralize data for healthcare advertising

PulsePoint is an ad exchange that has begun to focus more directly on the healthcare market in recent years.Now, the New York City-based company is out with Genome, a data targeting solution designed specifically for health-related ads or content marketing. PulsePoint says this is “the first centralized data activation and measurement technology built for health.”The targeting data for the health market “has been fragmented,” CTO Ezra Suveyke told me, adding that Genome is “answering the call for unification of data for marketers.”Display ads, video ads, native ads and content marketing that utilize Genome are directed at physicians and patients through websites, apps, connected TV such as Roku or connected kiosks in doctors’ offices. The typical use case for patients, he said, might be an ad campaign designed to find participants for clinical trials by pharmaceutical or similar companies.[Read the full article on MarTech Today.]The post PulsePoint launches Genome to centralize data f…

Questions remain about GDPR enforcement in the US as the compliance deadline inches closer

If you read these pages regularly, you know that the General Data Protection Regulation (GDPR), a European law that governs the handling of European Union (EU) members’ data, will come into full force on May 25. But even with all the coverage — and there’s a lot — we’re still unclear as to how the law will be enforced in the United States.I spoke with Kristina Podnar, a digital policy consultant who is a GDPR advisor to Third Door Media, to see if we could get some clarity. We got — well, some. Here’s what we learned.Who regulates GDPR compliance for US companies?Who regulates US companies depends on your definition of “US company.” If a US company is a multinational with local legal market presence in the EU (i.e., they are a company’s local business entity), then the EU Data Protection Act (DPA) regulations prevail and the company is subject to the local member state system.If you are talking about a US company that does business in the EU but is not a multinational, then the Federa…

Is PPC still an effective channel in an ICO marketing strategy?

Initial Coin Offerings (ICOs) are booming. In 2017, there was approximately $5.6 billion raised by over 900 ICOs. Almost half of these ICOs were deemed a success. In the first quarter of 2018, $6.3 billion was raised via an ICO. This figure includes the $1.7 billion raised in Telegram’s ICO. These numbers tell us that despite advertising bans and regulatory threats, ICOs are still a big business that is only getting bigger.Naturally, ICO marketing has also become a growing industry. A large number of ICO marketing firms have sprung up which offer a wide range of ICO marketing strategies using conventional and non-conventional marketing channels. Successful ICO marketing takes a broad, multi-faceted approach. However, when it comes to paid marketing and advertising, any ICO marketing agency’s first two choices are Facebook and Google. Pay Per Click (PPC) was an integral part of ICO marketing campaigns in 2017 as they generated consistently strong ROIs – until January this year.Advertis…

Simplest Ways To Find The Exact Google Keyword Planner Search Volume

Keyword research is the first step towards preparing for your blog post. I’m sure most of you use the Google keyword planner tool to get help in the research. But the problem is Google keyword planner has now stopped showing you the exact search volume of keywords. Instead, it only shows you the range of monthly search volume which is not the correct solution.If you want to get the exact keyword planner search volume, continue reading.In this article, I will show you how to find the precise keyword monthly search volume.Before diving into it, I want to explain the essential keyword metrics that help you find the best profitable keywords for your business.Keyword search volume: It is the estimate search volume of a particular keyword that people search on Google on a monthly basis. It tells you the maximum potential of a keyword that you are willing to rank in Google’s top positions.CPC:Cost per click indicates how valuable your keyword is. If more advertisers are bidding the keyword, …

Marketing Day: Facebook’s transparency report, Apple News publishers can now use DoubleClick & more

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’s dynamic ads for auto dealerships get new lead-gen features
May 16, 2018 by Amy Gesenhues
The leads generated from a dynamic ad campaign now can be fed directly into the dealership’s CRM system.Facebook’s first transparency report shows majority of offending content removed before being reported
May 16, 2018 by Amy Gesenhues
Facebook shares information about content that didn’t pass its Community Standards rules and how many times it took action.Our MarTech recap will make you want to come to Boston
May 16, 2018 by Marketing Land
It’s been a few weeks since MarTech® wrapped on the West Coast, which means two things: One: You should definitely catch up on the recaps and insights you may have missed. Keep reading below! Two: It’s time to get pumped for our next MarTech show! We’re returning to Boston October 1-3.6 dimensions of online r…

Facebook’s dynamic ads for auto dealerships get new lead-gen features

Facebook is rolling out updates to its dynamic ads for auto dealerships, giving them a lead-gen feature that feeds leads directly into the dealership’s CRM system.The ads — which are created using the dealership’s vehicle catalogue and include a call to action to complete a lead-gen form — will now send the leads directly to a CRM system so that a sales representative from a dealership can follow up. Facebook says the new ads will help dealerships design more locally relevant ad campaigns that put a spotlight on available automobile inventory. At least two dealerships — Hub City Ford in Louisiana and an RV dealership — have beta-tested the new ads.Hub City Ford used the ads to target people who had visited their website, prompting them to sign up for a test drive. The campaign delivered 154 leads that resulted in 34 car sales — the business’s best sales period to date. Camping World, the RV dealership that was part of the beta run, used the ads in an attempt to reduce lead-gen costs. …

Facebook’s first transparency report shows majority of offending content removed before being reported

Facebook has released its first-ever transparency report, outlining the amount of content it has identified as breaking Community Standard rules between October 2017 and March 2018. According to the data, Facebook took action against a majority of the offensive content before it was reported by users.The report is part of its Community Standards initiative first announced in April. Violation criteria has been separated into six categories: graphic violence, nudity and sexual activity, terrorist propaganda from ISIS, al-Qaeda and affiliates, hate speech, spam and fake accounts.Facebook says it uses a combination of machine learning automation and employees to identify content that violates its Community Standards guidelines. The company has said repeatedly that it plans to have at least 10,000 safety and security professionals on staff by the end of 2018 to work on this initiative.Facebook’s transparency report breaks down the number of content violations it took action against per eac…

Our MarTech recap will make you want to come to Boston

It’s been a few weeks since MarTech® wrapped on the West Coast, which means two things:One: You should definitely catch up on the recaps and insights you may have missed. Keep reading below!Two: It’s time to get pumped for our next MarTech show! We’re returning to Boston October 1-3. Registration is open, and now is the best time to secure the lowest price on your pass.I curated some exceptional coverage from last month’s show and packaged it up for your convenience. Explore the top takeaways — from broad themes to specific strategies — as well as the winners of the coveted Stackie Awards and the 2018 Marketing Technology Landscape (Spoiler alert: it’s really, really big).The myth of martech consolidation is dead. Now what?Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)54 marketing stacks from The Stackies 2018: Marketing Tech Stack Awards2018 Stackie Award winners: The most impactful martech stacks this yearAt this year’s MarTech Conference, trust ta…