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Showing posts from July 11, 2018
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Simpli.fi’s ‘addressable geo-fencing’ enables individual household targeting but at scale

Local programmatic platform Simpli.fi has introduced what it’s calling “addressable geo-fencing.” Geofencing based on IP address or polygons or radius targeting has been around for a long time; this approach allows marketers to target individual households with greater precision.Think of it as not unlike Facebook Custom Audiences for the real world. The company says it can be used as a stand-alone tactic or in combination with other media channels and device targeting (direct mail, desktop, mobile, TV). It’s available for both residential and commercial locations.Marketers are able to upload up to 1 million street addresses, which Simpli.fi then matches against plat lines for each property. A “plat line” indicates the divisions between properties. Accordingly, Simpli.fi is creating an individual geofence around each location or property. The company says it sees about 90 percent match rates. The company also uses GPS to bolster location precision.It can also layer other types of geofe…

Link to my awesome content, please!

In my last article, I outlined several tactics for building links in challenging industries. I focused on different ways to create link-worthy content, but as we all know, that’s only half of the equation. The other half is planning a thoughtful link-building outreach campaign, because no matter how awesome your content may be, no one will link to it if they don’t know it exists.In this article, I’m going to talk about link-building outreach, an equally important aspect of link building at a tactical level.I’m also going to continue using the hypothetical dumpster rental company I used in the last article as my example industry. While this article uses a particular industry and targets general contractors in the examples, the concepts I share can be applied to any industry.Create a planIt’s easy to get excited and dive into a link-building campaign like a kid at the pool on the first day of summer. But if you do, you will probably fail, since jumping in without a plan does little for …

The small business owners guide to conquering SEO: The glossary

If you are a small business owner with a grasp of what it takes to make your site rank for the search terms your potential customers use, great! But if you’re not, don’t despair. Many small business owners struggle with one or more aspects of search engine optimization (SEO), and for good reason.While SEO is neither magic nor rocket science, it’s still fairly complex and getting more so every day. The vernacular can be somewhat confusing to everyone practicing SEO. Canonical, hreflang, schema, cache, robots.txt, .htaccess — these are just a handful of the many terms you’ll come across as you build, manage and market your website.In this first of a three-part series, we’ll list and define some of the most common terms you’re likely to encounter while practicing SEO for a small business.AAbove the fold – This is the content that’s visible to a website’s visitors before they scroll down. Obviously, it can vary, depending upon the device the visitor is using.Algorithm – Often also referre…

Amazon Prime Day 2018 begins July 16 & will run an extra 6 hours

Amazon’s 2018 Prime Day — the once-a-year event where Amazon offers exclusive deals to its Prime members — will kick off at 12:00 p.m. PT on Monday, July 16, and last for 36 hours, through the end of the day July 17. This year, the e-commerce giant is adding another six hours to the event after extending it from 24 to 30 hours last year.In past years, Amazon’s Prime Day has proven to be a revenue driver for many small and medium-sized businesses that take part in the event. The company reported last year that thousands of SMBs on Amazon each  generated over $50,000 during the 30-hour event — and that more than 20,000 SMBs earned over $1 million on Amazon in 2017.Along with the extra six hours, Amazon Prime Day is extending to four new countries this year: Australia, Singapore, the Netherlands and Luxembourg. A total of 17 countries now have access to Prime Day. And, with the company’s acquisition of Whole Foods in June of last year, Prime Day deals will also include Whole Foods-relate…

Key Marketing Ops Capabilities to Boost Revenue

While many marketing and sales teams have adopted new methodologies like the SiriusDecisions Demand Unit Waterfall, very often those teams’ marketing and sales technologies haven’t kept up. With thousands of martech companies vying for your attention, it can be tough to decide where to focus your efforts.Join SiriusDecisions and Openprise experts as they share best practices for improving your marketing and sales infrastructure to align with modern B2B demand processes. You’ll also learn about common pitfalls that keep marketing and sales operations teams from achieving success.Register today for “Key Marketing Ops Capabilities to Boost Revenue,” produced by Digital Marketing Depot and sponsored by Openprise.The post Key Marketing Ops Capabilities to Boost Revenue appeared first on Marketing Land.

via Marketing Land

Forrester announces a new Customer Experience Cloud, plus two acquisitions to power it

Research firm Forrester is announcing this week that it is evolving its CX (customer experience) Index into a real-time CX Cloud, propelled by two acquisitions also unveiled today.One of the new purchases is FeedbackNow, which makes physical buttons and accompanying monitoring software to assess customer experience. Its Smiley Boxes populate airports, hotels and other public-facing establishments, initially in Europe but now entering the US market.When walking through an airport terminal, for instance, an airline customer might see such a physical box with its request to give a quick vote on overall airport experience: a green button for “good,” a red button for “bad,” and a yellow button for “neutral.” FeedbackNow’s backend software assesses responses based on related factors, such as time of day, location or sequences of negative responses.[Read the full article on MarTech Today.]The post Forrester announces a new Customer Experience Cloud, plus two acquisitions to power it appeared…

Google Marketing Live: Here come fully automated ads & campaigns for Local, Shopping & more

During the livestreamed keynote at Google Marketing Live in San Jose, California, on Tuesday, Google executives announced several initiatives, all of which are powered by machine learning and take automation to another level.It’s easy to start being glib about yet more mentions of artificial intelligence and machine learning, as just about every product or feature release from Google Ads (the new brand name for AdWords that will be rolling out this month) and Bing Ads over the past year or so has had machine learning behind it. However, we’re entering into a new, more automated phase.No longer is automation limited to certain aspects of campaign management — such as bidding or dynamic headlines. Now, every facet of a campaign — bidding, creative and targeting — can be automated based on a few inputs from the advertiser.First there were Dynamic search ads, now there are Responsive search ads. First there were Universal App Campaigns, now there are Local Campaigns. These new campaign ty…

Gamification: here comes a new challenger

Over the past few years, marketing segmentation has come on leaps and bounds, whether it’s building separate social audience clusters or sites adapting user journeys based on behavior. But, despite these ongoing improvements to content personalization, there’s still so often something missing… a hook or perhaps a different perspective altogether.In this article, we’ll look at what gamification means for you and your business as well as delving into some of the best examples around and why they work so well.What is gamification?Gamification simply means using game mechanics, designs, and architecture techniques to engage with a range of users. Progression is heavily featured to ensure users are consistently motivated to achieve goals that ultimately benefit both the user and the provider.Gamification doesn’t necessarily mean playing games. Simply put, it’s a guided ‘points system’ that encourages you towards certain behaviors that are mutually beneficial. It’s important that the system…

Instagram expands Collection ads & Shopping Bag icon for Stories to all brands

Instagram is expanding its ad offerings to more advertisers. The Facebook-owned app is opening its Collection ad units to everyone starting today and says all e-commerce brands will be able to add the Shopping Bag icon within their Stories for the holiday season.Instagram’s Collection ads include a swipeable carousel display of images that allows users to browse multiple products from a brand within the main Instagram feed without leaving the app. The images and videos used within the carousel display can link to the brand’s site or product pages to drive e-commerce purchases.The ad format was launched in February of this year to a select group of advertisers. Now, Instagram’s Collection ads are available globally.“We’ve been testing this solution with brands such as Netshoes, which saw a 6.3% lift in conversions and 42% lower conversion cost when using Collection [ads] compared with other ad formats,” writes Facebook on its business blog.Along with giving everyone access to Collectio…

Marketing Day: Facebook tests AR ads, voice and graphical users, email results & 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 testing AR ads in the News Feed & new tool to help brands create video ads
Jul 10, 2018 by Amy Gesenhues
Facebook has been testing AR ads with a select number of brands and says it is expanding the ad product to more advertisers later this summer.Want real email results? Stop focusing on the open rate
Jul 10, 2018 by Ryan Phelan
Contributor Ryan Phelan explains how painting a picture of your customer over time — using email engagement data — can yield significant results.Voice user interfaces will work together with graphical user interfaces
Jul 10, 2018 by Barry Levine
So say two design experts in the emerging field of VUI design and development.Report: Most consumers think companies aren’t doing enough to protect their data
Jul 10, 2018 by Robin Kurzer
A majority of consumers surveyed also say that the US government should get in…

Facebook testing AR ads in the News Feed & new tool to help brands create video ads

Facebook is giving a select number of advertisers access to augmented reality (AR) ads that run in the News Feed and is testing a new tool that will help brands create mobile video ads using existing images and video footage.Already used as part of a Michael Kors ad campaign that allowed users to “try on” and then purchase sunglasses, the AR ads will be tested by a variety of brands in the fashion accessory, cosmetics, furniture, gaming and entertainment markets. The AR element of the ads uses camera effects so that users can virtually try out different aspects of a product, and then take an action via the ad.“With the introduction of AR ads in Facebook News Feed, people can experiment with your brand’s AR camera effects in just one click from your ad. And by incorporating calls-to-action within the camera experience, people can seamlessly go from engaging with your product — such as trying on a lipstick shade or exploring a new game — to making a purchase or installing an app,” write…

Best HootSuite Alternatives To Level Up Social Media Marketing in 2018

HootSuite has been a popular favorite for many bloggers and marketers. It was one of the few social media management apps that came to existence in the early 2000s and evolved into today’s go-to tool for scheduling posts to social networks.Like most users, I was immediately drawn to Hootsuite because of the many social networks you can manage in one place. Also, I thought it was pretty cool to schedule posts ahead of time. For me, it was the future of publishing in social media.What Hootsuite does best:It supports popular social media channels like Facebook, Twitter, Instagram as well as lesser-known channels like Mixi, Flickr, Tumblr, and StorifyHas a free plan, but offers reasonably priced premium plansAllows team collaborationHas a stable browser-based app and apps for both iOS and AndroidContent curation is easy by using RSS feedsBasic analytics sent to your emailUnlimited scheduling starting with the Professional plan ($19/month)What Hootsuite can do better:A more organized strea…