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Showing posts from July 18, 2018
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Looking to grow into a C-level leadership role? Focus on e-commerce.

Roles like the Chief Marketing Officer (CMO) and Chief Digital Officer (CDO) are growing increasingly interlinked, as are market disruptions of direct-to-consumer (D2C) and digital-first brands across a wide array of industries.Successful brands and their marketing teams recognize the growth and long-term importance of e-commerce and are prioritizing roles and activities that will get them out ahead of competitors. For marketers looking to grow into C-level leadership roles at their companies, there is a real opportunity to do so by placing focus on e-commerce responsibilities associated with data analysis and the authority to report directly to leadership.Russ Dieringer, the executive director at Cleveland Research, recently spoke at a Boston-area event and shared some eye-opening findings based on his firm’s research surveying 144 companies.Amongst the e-commerce teams Cleveland Research surveyed:40 percent report to sales.29 percent report to leadership.18 percent report to marketi…

SEO & SEM experts are coming to NYC! Are you?

Search marketing has never been more important… or more complex. Staying on top of all the new tools, technologies and trends is a huge challenge. Attend SMX® East October 24-25 in New York City and get up to speed on the new search console, aligning your customer journey, mobile, AMP, voice and analytics. You’ll get two incredible days of training and leave stocked with actionable tactics that will transform and accelerate your marketing.Meet your first eight search marketing mentors:See the agenda.Ways to attendExperience everything SMX East has to offer with an All Access pass — for just $1,295, you’ll unlock all of our sessions, keynotes, networking events, top-shelf amenities and more. Book now and save $450 off on-site rates!Bundle your All Access pass with a Workshop pass for maximum value! You’ll enjoy all of the core conference benefits plus a full day of pre-conference training with industry experts.Want to attend SMX East for FREE? Pick up an Expo+ pass and enjoy unlimited …

Why the local search marketplace would benefit from a super-app

Trying to figure out consumers’ path to purchase has always been a search for the Holy Grail. The adoption of digital media, mobile devices and social platforms has complicated the path further as consumers spread their time and attention over a growing variety of devices and content.Yet there are signs the complexity may be reversing course, that increasing integration across channels and platforms is reducing the number of sources consumers need to turn to when searching for local businesses and services.Perhaps the greatest example comes from an unlikely place: China. In February, WeChat Tencent Holdings CEO Pony Ma Huateng shared that WeChat hit 1 billion consumers, a “remarkable number.”  Known as “Weixin” in China, WeChat is the country’s most used messaging app, as well as a platform for social media, rideshare, mobile payments and more.Let’s look at how WeChat works, what the chances are of a similar development here in the US and what kinds of applications such integrated int…

Oracle Responsys launches first SMS aggregator marketplace

Oracle is adding an SMS aggregator marketplace — which it says is the first of its kind — to its Responsys B2C marketing platform.Called the SMS Public Aggregator Network, or SPAN, it allows marketers to directly find, order and manage an SMS aggregator service from hundreds, inside Responsys.SMS services by carriers are geographically based, and aggregators put together networks of carriers so that marketers can issue SMS messages across territories, without having to make arrangements with each separate carrier. For some territories, marketers may not otherwise have contacts with SMS aggregators.[Read the full article on MarTech Today.]The post Oracle Responsys launches first SMS aggregator marketplace appeared first on Marketing Land.

via Marketing Land

Google hit with largest-ever $5 billion antitrust penalty in Android case

It’s the largest antitrust fine ever imposed by the European Commission (EC) and nearly double the last antitrust fine Google received over alleged abuses in shopping search. Earlier today, the EC announced a €4.3 billion (roughly $5 billion) penalty and ordered the company to change how it conducts business with Android phone makers.The EC has given Google 90 days to make the required changes to its business practices or face additional, substantial fines. The money is significant, but the larger issue is Google Play and its role in the Android ecosystem.Phone makers, like Samsung, that want access to Google Play are required to preinstall a number of Google apps, including search, Maps, Chrome and others. Google argued in a blog post today that this practice is beneficial to the ecosystem, including app developers and consumers, and enables the company to offer the Android OS for free.Accordingly, the company is implying that without app bundling, it couldn’t offer Android for free.…

The SEO challenges of an ecommerce website

When it comes to SEO, there are many challenges that a website has to go through. The problems, however, depend entirely on what type of site you are running. For an ecommerce website, it is easy to get things wrong when it comes to SEO.In this article, we will discuss those challenges and also share some workaround (solution) related to the challenges. If you own an ecommerce website and are struggling with SEO, this article is for you.1. Writing a strong product descriptionThere are a number of challenges with providing a strong product description for all the products on your website. Generally, an ecommerce website consists of thousands of products, and they are automated to a certain extent. This leads to poor SEO quality when it comes to content and providing value to the reader.Search engines, for example, will find little to negligible unique content to crawl. With so many pages to crawl and rank, no new content will result in no SEO exposure. According to reports, pages that …

How to be proactive and prevent a negative SEO campaign — Part 3

In previous articles, we discussed what is and isn’t negative SEO and how to determine if you’ve actually been hit by negative SEO. With the basics out of the way, it’s now time to look at how you can keep your website safe from negative SEO (search engine optimization) campaigns.To start, I have some bad news: There is no such thing as being hackproof.And there is no such thing as being negative SEO-proof!All you can reasonably do is take action to lessen the probability of becoming a victim by reducing attack vectors. This way, anyone seeking to do harm has to be more sophisticated and put forth a greater effort than they would against an average website.In this installment of our negative SEO series, we will segment SEO into three areas: content, links and user signals and focus on protecting each, as well as your site overall, from being a victim of negative SEO.Content and infrastructureHosting. What can your host do to keep you out of trouble? Quite a bit, actually. I debated in…

Ask an SMXpert – Google Tag Manager

The Ask an SMXpert series continues the questions and answer (Q&A) segment held during sessions at SMX London.Today’s Q&A is from the Google Tag Manager Can do WHAT session with Stephanie Wallace and Tom Bennet.Tom BennetQuestion:  What are the top five key benefits of using Google Tag Manager (GTM)?Tom:  Here are my top five:Reduced dependency on dev resource. Deploying your marketing tags and pixels with GTM typically means that far fewer on-page code changes are required to iterate on your tracking and reporting setup. Once the container snippet is present on every page of your website, you can use the GTM interface to programmatically load the appropriate tags on a page-by-page basis without waiting on dev resource.Access to the changelog. GTM’s version control system means that marketers and developers have access to a documented and auditable history of all changes to tags. For isolating the cause of unexpected or missing data, this ability to audit past container versio…

Google My Business listings: 5 frequently asked questions

One of the best ways to get local rankings is by claiming and optimizing your Google My Business (GMB) listing.

Not only does your Google My Business listing increase your chances of showing up in the Google Local 3-pack, but when your business is searched for by name, Google often shows a Knowledge Panel that displays detailed information about your company.These details are pulled directly from your GMB listing, as well as from information Google finds from other online sources and user-generated content (like third-party reviews, Q&As, user-suggested information and so on).Google has added a lot of amazing features for businesses to use to enhance and optimize their GMB listings over the past few years. If you’re not taking advantage of the latest features of GMB — such as being able to manage multiple locations with one dashboard — it’s time to log in to your Google My Business dashboard and start optimizing it.However, along with all the new features comes a slew of questions…

Ad Inserter Review: What This WordPress Ad Plugin Can Do For You?

If you display ads on your site, you probably know how difficult it can be to:Keep track of those ads performance and replace existing ads for new ads when neededInsert your ads at the right spot on your site without wasting time trying to edit the codeAd Inserter is a free plugin (with a premium version) that makes it easier for you to manage any of the ads that you use on WordPress, including AdSense and Amazon Associates. Both Google and Amazon recommend this plugin for inserting ads, which is a testament to its quality:Ad Inserter benefits you in two ways:It will save you time by making it easier for you to insert and manage your ads.Beyond time-saving, it can offer extra functionality like A/B testing, ad rotation, adblock detection, and a lot more.In my Ad Inserter review, I will show you exactly how this popular plugin works.How To Create An Ad With Ad InserterTo start, I’m going to show you how the free version of Ad Inserter works. The Ad Inserter WordPress plugin free versio…

Marketing Day: Amazon Prime Day, Twitter takes a hit & 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:Report: After purging locked accounts from follower lists, Twitter’s own account takes the biggest hit
Jul 17, 2018 by Amy Gesenhues
Most accounts with significant follower numbers lost less than 3% of their following, although some lost up to 5%.Snapchat partners with 4 news discovery platforms to help push content beyond the app
Jul 17, 2018 by Amy Gesenhues
Storyful, NewsWhip, SAM Desk and Tagboard will now be able to share Snapchat content via the app’s Story Kit API.Amazon trumpets Prime Day success despite myriad glitches and problems
Jul 17, 2018 by Greg Sterling
But analyst firm says Prime membership growth has dropped from 35% to 12% and will continue to slow.Rent, buy or train? How to accelerate strategic marketing operations
Jul 17, 2018 by Debbie Qaqish
Selecting martech stack elements is one thing, but finding the humans to use the…

Report: After purging locked accounts from follower lists, Twitter’s own account takes the biggest hit

Last week, Twitter made a grand gesture to show its commitment to improving the health of its platform by removing locked accounts from follower lists. The purge began toward the end of last week, resulting in many Twitter users with significant follower numbers losing, on average, 2 to 3 percent of their followers.Socialbakers tracked follower numbers for the top 500 most followed accounts on Twitter between May 1 and July 12. According to reports from the social analytics company, Twitter’s official account (@Twitter) saw the biggest drop, losing 12.4 percent of its followers. Other accounts that saw a drop bigger than 3 percent included rapper 50 Cent (@50cent), who lost 6.3 percent of his followers, actor Ashton Kutcher (@aplusk), who lost 5.89 percent, and People Magazine (@People), which saw a 5.46 percent drop in followers.Socialbakers also tracked the most followed e-commerce and retail brand accounts and found that Whole Foods Market (@WholeFoods) lost more than double the av…

Snapchat partners with 4 news discovery platforms to help push content beyond the app

Snapchat is partnering with Storyful, NewsWhip, SAM Desk and Tagboard — all news-focused platforms used by journalists and media organizations — to open up news-related content for wider distribution.Using Snapchat’s Story Kit API — which makes it possible to embed publicly shared Snapchat Stories on websites outside of the app — the Snapchat partnership means each of the four platforms will be able to access and distribute news content posted within the app.From a Snapchat spokesperson:Starting today Storyful, NewsWhip, SAM Desk and Tagboard will be able to use our Story Kit integrations to access, and distribute publicly shared Snapchat content to the thousands of newsrooms and storytellers they collectively reach. Snapchat content will then be featured and searchable within each partner[‘s] respective products. Journalists will be able to use these platforms to get alerts, search for relevant topics or locations, and to save searches for future use.In addition to news content share…

Amazon trumpets Prime Day success despite myriad glitches and problems

The 36-hour e-commerce bacchanal called Prime Day got off to a rocky start yesterday afternoon, with glitches and crashes that frustrated many shoppers. People were still receiving error messages late into last night.Today, all seems to be running smoothly as Amazon touted the growth of this year’s event. The company earlier tweeted, “In the first ten hours, #PrimeDay grew even faster, year-over-year, than the first ten hours last year.” Another tweet identified the bestselling products so far:Fire TV Stick with Alexa Voice RemoteEcho DotFire 7 Tablet with AlexaInstantPot 6 Quart, 7-in-1 Multi-UseLifeStraw, Personal Water Filter for HikingAmazon expanded the international reach of Prime Day this year. It’s available to Prime members in 17 countries: the US, the UK, Spain, Mexico, Japan, India, Italy, Germany, France, China, Canada, Belgium, Austria, Australia, Singapore, the Netherlands and Luxembourg. The last four are new additions for 2018. US Amazon Prime Members (millions)Amazon …