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Showing posts from June 7, 2018
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JLINC launches an open consent-managing protocol

There’s a lot of consent being given these days, and there are a lot of solutions to manage that consent.A new open protocol called JLINC offers another choice. Developed over the last three years, the protocol was launched May 25, the day that the consent-requiring General Data Protection Regulation (GDPR) went into effect. A beta version of the platform is scheduled for launch later this year.The basic idea is that users set up and manage their permissions under agreements with vendors called Information Sharing Agreements (ISAs), which define how the user’s personal data can be used. The ISAs, which live in a JLINC cloud, contain a permissions profile that’s either applied to all vendors or specific to each vendor.Michael Leifer, JLINC Labs Chief Strategy Officer, described JLINC to me as a “digital notary service,” and he contrasted it to the way vendors store and manage users’ permission profiles in their own solutions.[Read the full article on MarTech Today.]The post JLINC launc…

UK-based Volume releases tool for marketers to train NLP engines

Natural Language Processing engines are becoming common tools in marketing applications like chatbots, but they require training.UK-based marketing agency Volume, which specializes in conversational solutions, is now out with what it describes as the “first Training and Testing-as-a-Service platform for natural language data models.”The platform — called QBox — helps marketers test whether the training data used to fine-tune a NLP engine is working as it should.QBox, CEO Chris Sykes said in a statement, “allows natural-language data model developers to look into the black box they are typically working with, to easily understand any impact of a change on their training data.”[Read the full article on MarTech Today.]The post UK-based Volume releases tool for marketers to train NLP engines appeared first on Marketing Land.

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Building a brand strategy: Essentials for long-term success

When it comes to having a brand strategy, it’s not enough to simply have a few bullet points of what you want to do. Brands today need both a thorough understanding of why they choose certain strategies and a detailed outline of what their strategies will be.Why?Because the more detailed you are in your branding strategy, the easier it will be to succeed when you execute those strategies.Here are three things every brand needs to define:What is your brand’s objective?Who are your customers?How does your brand define long-term success?Knowing the answers to each question will help determine what your goals should be, how you should approach your customers and how you’ll measure your success in meeting your goals.Creative messagingAs CEO of BBDO, Andrew Robertson mentioned at a 2017 AT&T Shape event, media leaders likeSheryl Sandberg made it clear to him that“80% of available return is a function of the creative and of the content”A brand’s success is attributed to having the right…

Three factors to consider when building a local presence

Over the past few years,local SEOhas become one of the biggest buzzwords in the marketing world.Studies have found that nearly half of all Google searches are local. As more and more businesses recognize that optimizing for these searches is a requirement, the prospect of ranking is becoming very competitive.As you know, SEO is a field that changes by the hour and there are very few guarantees. However, it’s almost a certainty that the importance of local search will continue to grow.There are a number of key factors to consider with local search, so as you continue to build your presence, be sure to keep them in mind.Widespread adoption of voice searchUnless you’ve been living under a rock, you will know how popular voice search is becoming. Combining the advancements in mobile technology, virtual assistants, and voice activated home devices, it’s estimated that 50% of all searches will be done with voice by 2020.There are a number of takeaways from this rising trend. Most importantl…

EU ruling on the responsibility of Facebook admins to collect data may have far-reaching consequences

“The administrator of a fan page on Facebook is jointly responsible with Facebook for the processing of visitors to the page.”That’s the conclusion made this week in a judgment by the Court of Justice of the European Union (CJEU) in Luxembourg.It concerns a decision passed down in 2011 by the data protection authority of the German state Schleswig-Holstein, ordering German business academy Wirtschaftsakademie to deactivate its Facebook page.The order was based on a breach of the EU’s Privacy Directive 95/46, a set of rules that has now been replaced with the General Data Protection Regulation (GDPR), which came into full force at the end of May. The Schleswig-Holstein data protection authority (DPA) said that the academy’s Facebook page was in breach because it did not inform visitors that it was using cookies to track them, or that it collected and stored their data.[Read the full article on MarTech Today.]The post EU ruling on the responsibility of Facebook admins to collect data ma…

Closing the knowledge gap: how do you ensure paid search transparency?

As the debate around programmatic transparency rages on and the traditional agency model of media markups and kickbacks crumbles, very little is said about transparency across other marketing channels.Take paid search, for example. With many mid-tier brands spending considerably more on PPC than programmatic, there are often fundamental gaps or flaws in the data and information that is passed between agencies and advertisers.We’re not talking about financial or commercial transparency (though there was a time when Google was giving agencies kickbacks on PPC spend) – but transparency in relation to campaign management, activity and performance.This lack of transparency can have a significant negative impact on an advertiser’s performance in the channel.Here are some practical steps that agencies and advertisers can take to achieve a more transparent paid search relationship and therefore greater return.Open data is the foundationLong gone are the days when clients should be waiting for…

8 Actionable Content Marketing Tips For 2018

We are living in the World where a lot of content is produced on every single day. And high-quality content is truly the kingSome content is good whereas some are not. People like good content and come back again and again to read.People don’t like to watch ads. Nowadays, people take information without the care of banners.So we can say that content marketing strategies are constantly evolving & changing.To stand out from the crowd, you need to have some decent content marketing strategies with you. Suppose you have written a well researched long article and nobody is interested to read it.How will you feel? I would definitely feel sad& I bet you too.There are many companies producing a good amount of content daily. To promote that content, they need to market that content. Until and unless you don’t get revenue for your content, your content is useless.So there are many big companies which are investing more and more money for content marketing. With the help of content marke…