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Showing posts from July 13, 2018
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Winning the social media marketing game

Thousands of years ago, clans gathered around fires to share their day’s experiences and to tell stories that established group norms and shaped social organization. Today, the fire’s embers have been replaced by the glow of internet-connected devices, but the communal exchange of stories and perspectives remains a fundamental force in social development.From a business standpoint, a few important differences emerge from this evolution. Social media users can now publicly discuss their experiences with brands or products, forming large coalitions of interest that exert vast social pressure on brands and other organizations. From the presidential election to the newest cereal, everything is now a matter of public interest.The essential principle, however, of shaping our world by sharing stories remains the same. The connections we build with others around us are the infrastructure of social change. Understanding how these connections are formed on social media, the purpose of these con…

How to implement an Account-Based Marketing strategy

Today’s B2B buyer is no longer just an individual lead. They’re part of a networked account. They work within a company decision team to decide whether or not to make a purchase, based on self-guided research and selection.Account-Based Marketing (ABM) is gaining traction as the viable complement to traditional sales and marketing efforts. ABM allows sales and marketing teams to be more personalized and targeted for the accounts that matter most to their business.In this e-book, Everstring takes you through:The foundation of Account-Based Marketing.Why ABM has become so popular.How to select your target accounts.How to build a data-backed ABM strategy.Visit Digital Marketing Depot to download “The Demand Generation Marketer’s Guide To Account-Based Marketing Success.”The post How to implement an Account-Based Marketing strategy appeared first on Marketing Land.

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Vivoom turns user-generated content into user-created ads

Individual clips from Maroon 5’s Vivoom-powered “Confessionals” The biggest difference between today’s advertising and advertising in the days of “Mad Men” is the current importance of users who create and share content about your brand.A user passing around imagery showing a product being used, particularly if it comes with that user’s implied endorsement of said product, has more value than truckloads of ad impressions.Often, brands sift user-created content to curate the best photos of real people eating their hot dog or the best videos describing how much they love driving their Subaru. They might conduct a contest and display the dozen best hot dog photos or link to the best Subaru-appreciation video.Since 2014, Boston-based Vivoom has been taking this a step further, offering a white-label platform so brands can automatically add user content like videos into a brand-created offering. And then the user can share that result, presenting a more completely packaged brand message.[Re…

TrustArc Survey: Most US, EU companies will comply with GDPR by year’s end

Almost two months after the launch of the General Data Privacy Regulation (GDPR), nearly three-quarters of US and European companies say they will be compliant by year’s end — but only 20 percent believe they are now.So says “GDPR Compliance Status” (free, registration required), a new report based on a survey of 600 IT and legal professionals (equally distributed between the US, the UK and the EU) released this week by San Francisco-based data privacy management firm TrustArc and conducted last month by market research firm Dimension Research.Fifty-three percent say they are in the process of implementing the regulation, which regulates how companies must handle personal data of European Union (EU) citizens. Many complying companies are applying GDPR practices to all of their customers and visitors.[Read the full article on MarTech Today.]The post TrustArc Survey: Most US, EU companies will comply with GDPR by year’s end appeared first on Marketing Land.

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Report: Social media sentiment not predictive of offline brand outcomes

The conventional thinking is that social media conversations about brands are representative of broader consumer sentiment in the overall market. However, new research from Engagement Labs finds online discussions and sentiment are not necessarily predictive of offline brand outcomes.Among other things, Engagement Labs sought to answer the question, “Can the social media tip of the [consumer conversation] iceberg predict what is a much larger conversation happening in real life? The answer apparently is “no.”I spoke with Engagement Labs’ Chief Commercial Officer Brad Fay about the research. He indicated that there’s a clear distinction between online and offline brand conversations. Fay said the online social conversation is more visible and obvious than the offline “under the surface” discussion happening face-to-face.Social media conversations skew female and younger“The social media conversation is more female and younger,” said Fay. “Offline conversations are a different group.” T…

Keeping up with the pace of advertising, MRC proposes updates to its ad verification guidelines

As the digital advertising landscape evolves, so must the rules governing it. Responding to industry changes such as an increase in contextual targeting, the Media Rating Council (MRC) announced proposed updates to its existing ad verification guidelines Tuesday.The changes — developed with the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) — provide more granular detail to the IAB’s existing Ad Verification Guidelines, which were issued in 2012. [Read the full article on MarTech Today.]The post Keeping up with the pace of advertising, MRC proposes updates to its ad verification guidelines appeared first on Marketing Land.

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Report: Companies increase martech spend but struggle to keep up with the speed of its growth

A majority of companies will increase their martech spend in 2018, but they are struggling to keep the pace of their utilization in line with the speed of their investment, according to a new report out this week from communication firm Walker Sands.The “State of Marketing Technology 2018: Maximizing the Value of Martech Innovations” surveyed 300 marketing professionals at all levels for its third annual report.The report reveals a marketing landscape that’s working hard to keep up with the speed of martech’s evolution.[Read the full article on MarTech Today.]The post Report: Companies increase martech spend but struggle to keep up with the speed of its growth appeared first on Marketing Land.

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The spirit vs. the letter of the email law & the bits in between

Over the last year, I’ve given a presentation where I debunk common email deliverability myths and ask the audience to chime in and tell me if the myth is true, plausible or busted.Though I don’t sport a handlebar mustache or an Indiana Jones-style fedora à la the real MythBusters, I explain why it’s important to take stock of a myth regardless of its veracity. In this column, I’ll share common misconceptions, as well as best practices, related to regulations affecting email marketers.Meeting consumer expectationsOne of the myths in my presentation has roots going back a decade or more, to the earliest days of CAN-SPAM:“Based on CAN-SPAM, I have 10 days to unsubscribe someone — so I should totally email them again.”The correct response, of course, is, “NO! This is totally busted!” Although CAN-SPAM does afford the sender of a commercial email message 10 days to unsubscribe a recipient (who has opted out either via the unsubscribe link in an email or some other method) from receiving f…

Keyword stuffing is terrible for your SEO. Here’s what to do instead

There’s a seemingly intuitive – but in practice misguided – logic that continues to lead marketers astray when trying to optimize website content for SEO. Since search engines are designed to accept keywords as input and show search results that are most relevant to those terms, you might reason: “Why not cram those keywords into my content as much as possible?” Well, because you’ll be doing a lot more harm than good.This practice is called keyword stuffing, and it actually used to be fairly successful – until search engines wised up to it and began penalizing websites that did it. Today, stuffing a keyword into your content too many times can actually knock the stuffing out of your search rankings, or even cause your content to be removed from search listings entirely.Why is the practice of keyword stuffing so problematic?Search engines are in the business of connecting an audience with the content that will satisfy their search intentions, which means they use algorithms that do the…

Third-party app store owner files EU complaint about being blocked by Google

As the European Commission (EC) reportedly prepares to slap Google with another multibillion-dollar antitrust fine over its requirements for Android handset makers, a small third-party app store competitor called Aptoide has filed a complaint with the EC, asserting that Google is actively trying to prevent downloads of the company’s product.According to a Bloomberg report:Aptoide said antivirus software integrated into the Android operating system thwarted users when they downloaded and tried to use the app store on their devices — allegedly in violation of the bloc’s competition rules . . .Aptoide said the Android antivirus program, Google Play Protect, was nudging users through a notification to uninstall the app store from their devices, warning them the program could download harmful apps. For those that choose to keep Aptoide despite the warning, the app store no longer functions and can’t install apps, the company said.Google has historically taken the position that third-party …

Marketing Day: Facebook fined, SMX Advanced recap, blockchain consortium & 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:You’ll love what the MarTech agenda has to offer
Jul 12, 2018 by Marketing Land
Come join the community of marketing leaders who are harnessing the marketing, technology and management trinity to drive digital transformation and achieve results. At MarTech®, you’ll get 55+ sessions, presentations and keynotes featuring more than 30 experts, product demos from dozens of vendors, structured and unstructured networking and much more.Twitter testing Promoted Trend Spotlight ads that give brands space atop the Explore tab
Jul 12, 2018 by Amy Gesenhues
Disney is the first advertiser to launch a campaign using the new ad unit.Where will Facebook’s growth come from? Instagram
Jul 12, 2018 by Brian Handly
Contributor Brian Handly shares research that reveals the surprising sophistication SMBs are employing in their advertising on Instagram.YouTube’s Cop…

You’ll love what the MarTech agenda has to offer

Come join the community of marketing leaders who are harnessing the marketing, technology and management trinity to drive digital transformation and achieve results.At MarTech®, you’ll get 55+ sessions, presentations and keynotes featuring more than 30 experts, product demos from dozens of vendors, structured and unstructured networking and much more. Join us October 1-3 in Boston for an amazing experience designed to help you discover, learn and connect with others passionate about the challenges of modern marketing.The complete agenda is now live, and we’re excited to share some of the incredible sessions and speakers featured at MarTech:MarketingBreaking Down Data Silos to Increase Sales: The Data Strategy of the NBA’s Utah JazzUsing Martech to Deliver Rapid Growth While Managing Large Scale, with DropboxTechnologyInsights from Inside the Marketing Stack, with Dell, CabinetM, and SmarterTravelEverything a Marketer Should Know About Sales Tech (But Was Afraid to Ask), with Smart Sel…

Twitter testing Promoted Trend Spotlight ads that give brands space atop the Explore tab

Twitter is carving out new ad space for brands, now testing new Promoted Trend Spotlight ads that give advertisers real estate at atop the Explore tab.The new ad unit includes a visual banner with either a GIF or image background that will be displayed at the top the Explore tab during a user’s first two visits to the app for the day before moving farther down the Trends list, according to a report by TechCrunch.A Twitter spokesperson sent the following comment to Marketing Land when asked about the new ad product:We are continuing to explore new ways to enhance our takeover offerings and give brands more high-impact opportunities to drive conversation and brand awareness on our platform.Advertisers will be able to purchase the new Promoted Trend Spotlight ads as part of their Promoted Trends ad campaigns (the existing ad units placed among Twitter’s list of popular topics), per the TechCrunch story. The difference will be that the Promoted Trend Spotlight ads give the top of the list…