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Showing posts from July 19, 2018

8 best practices for implementing multi-touch attribution

Savvy marketers realize the benefits of omnichannel marketing. These brands use sophisticated tactics to engage their best customers and prospects wherever they are — online, on their phones or watching video or TV.With digital, we’ve gained the ability to target consumers with relevant content at just the right time and place. Now, how do we track, measure and optimize this activity? Until recently, most marketers used last-touch attribution, which assigns full credit for a conversion to the final touch point in the customer journey.But new tactics call for new measurement. Brands with more complex customer journeys have found last-touch models lacking and have begun to shift toward more holistic, cross-channel models such as multi-touch attribution. Multi-touch attribution shows you the impact of each addressable touch point on a conversion and helps you plan and optimize at a granular level.Visit Digital Marketing Depot to download “8 Best Practices for Implementing Multi-Touch Att…

WildFire launches virtual coin platform to promote app discovery and engagement

A new platform called WildFire is launching in open beta this week, in the hope that its virtual coins can help apps get noticed and used.Based in the Detroit metropolitan area, WildFire makes a software development kit (SDK) or API available to iOS/Android app developers. App developers pay a monthly fee for each app that is part of the WildFire network, although the first app is free. Each app’s fee remains the same, regardless of the user activities or coins utilized. Once the app is part of the network, the developers can incentivize their users using the virtual coins.CEO Ken Johnson said in a statement that he intends WildFire to pair the word-of-mouth strategies he used in creating the hit card game, “Phase 10,” with a digital platform. About half a dozen apps are participating in the beta, including Stake Your Stash, Pirate Bubble–Macaw Rescue and Squares2.[Read the full article on MarTech Today.]The post WildFire launches virtual coin platform to promote app discovery and eng…

Perengo launches DSP optimized for recruitment ads

Job recruitment ads have their own special needs, so this week, Perengo is out with a demand-side platform (DSP) specialized for that purpose.Founded in 2015 by veterans of Criteo and Google AdMob, the San Francisco-based firm had been offering a managed services solution for recruitment ad campaigns. It’s now been implemented as a self-service DSP that automates campaign management, inventory selection and performance feedback for optimization.This is the “only DSP focused solely on job ads, that is fully automated,” CEO and founder Mike Kofi Okyere told me. Although his company doesn’t yet have stats on how much more effective this jobs-oriented DSP is than generalized DSPs or manually managed efforts, he said that clients — which include FedEx, Lyft and PostMates — are reporting dramatic reductions in the time required to conduct ad campaigns for this purpose.[Read the full article on MarTech Today.]The post Perengo launches DSP optimized for recruitment ads appeared first on Marke…

Namogoo launches service to track personal data leakage through third parties

Illustration of external services by Namogoo There’s a hidden problem with managing personal data.It’s that the keepers of the data aren’t just websites and apps, but the dozens — sometimes hundreds — of third-party services that also handle the data to target and track ads, manage tags, present content, provide embedded social functions and so on. And those services sometimes have their own subcontractors, who act as fourth-party services.To help address this hidden ecosystem, Boston-based Namogoo is today launching a new service. Called GDPR Insights, it tells websites which services are running in the background, which ones are collecting and sharing personal data, what data is being sent to remote servers, the impact of that collection/sharing on site performance and so on.[Read the full article on MarTech Today.]The post Namogoo launches service to track personal data leakage through third parties appeared first on Marketing Land.

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The Transformation of Search Summit: Strategies and tactics to harness the next generation of search marketing

On October 19, Search Engine Watch will host The Transformation of Search Summit in New York City, in partnership with ClickZ and Catalyst.Dedicated to the key trends affecting consumer behavior and search marketing today, this 1-day event will provide a host of insights and practical tips for business leaders, senior marketers and search specialists.Speakers include:The importance of search as a medium for connecting with consumers cannot be understated, and the facts certainly substantiate this:Over $90 billion was spent on search advertising in the US in 201793% of online journeys begin with a search engine96% of Google’s annual revenues come from search ads.And yet, pinning down exactly what search is can be a difficult endeavor. In essence, search arises at moments of need or desire; when people want to know, do, or go, they reach out to a search engine.These moments are increasingly fragmented across devices at home, at work, and on the go.While the commercial opportunity that s…

Emerging technologies present huge opportunity for content marketing

In any role, it can be all too easy to fall into a comfort zone; you figure out a method that works, perfect your execution and watch as the fruits of your labor flood in. And repeat.Of course, this can be a perfectly acceptable approach, but resting on your laurels can potentially cost you in the long term. While you’re using your tried and tested way of working over and over, your competitors are not only catching up, but trying out new ways of working that could leave you behind.Digital and content marketing is an industry that prides itself on innovation. It is, of course, the data-driven offspring of traditional marketing, but results from Zazzle Media’s recent State of Content Marketing Survey revealed that even our industry is guilty of dragging its heels when it comes to jumping on emerging trends and technologies.For example, just 2% of marketers surveyed said that voice search would be a key focus for them this year. While this is somewhat caveated by the fact that 17% of th…

Twitter puts verification process work on hold to focus on elections integrity

rvlsoft / In March, Twitter CEO Jack Dorsey said Twitter intends to open verification to everyone as it works to improve the health of the platform. But, according to a recent update from Twitter’s new head of products, Kayvon Beykpour, the company is pausing its work on the verification process to give its full efforts over to elections integrity.Beykpour shared an internal email he sent his team via his Twitter account this week, explaining why the company was stopping its work on the Bluecheck/Verification process for now.From Kayvon Beykpour’s email:Though the current state of verification is definitely not ideal (opaque criteria and process, inconsistencies in our procedures, external frustrations from customers), I don’t believe we have the bandwidth to address this holistically (policy, process, product, and a plan around how and when these fit together) without coming at the cost of other priorities and distracting the team.Twitter’s product team is focused on …

FTC says it will take a ‘close look’ at EU antitrust fine against Google

Mark Van Scyoc / Following today’s record antitrust fine imposed on Google parent Alphabet in Europe, US Federal Trade Commission (FTC) Chairman Joseph Simons said he will “take a close look” at the European Commission (EC) decision. Simons also told Reuters he had spoken to EU Competition Commissioner Margrethe Vestager about the penalty.While Simons’ remark is a bland and non-committal statement, it may signal a willingness by the FTC to take another look at Google’s market position and business practices. It’s far from clear what the outcome of any such investigation would be.US regulators have generally declined to pursue antitrust remedies against US technology giants, preferring to let the market regulate competition. In 2013, the FTC concluded an investigation into Google’s search practices and declined to impose sanctions. Google agreed to make some modest changes to its business practices as part of the settlement.The FTC found claims of “search bias” were wit…

Even with all the glitches, Prime Day 2018 proves to be Amazon’s biggest sales day ever

In spite of the ongoing glitches Amazon shoppers experienced during this week’s Prime Day event, Amazon reports this year’s Prime Day was its biggest shopping day ever.The company sold more than 100 million products globally, with over 5 million items sold in each of the following categories: toys, beauty products, PCs and computer accessories, apparel and kitchen products. In addition to bringing in more sales than ever before, the first nine hours of the event on July 16 brought in more Prime members than any other day in Amazon’s history.This was Amazon’s fourth annual Prime Day sales event. The company doesn’t release specific revenue figures for the day but did say that this year’s sales surpassed not only last year’s Prime Day sales, but its Black Friday and Cyber Monday sales as well. This year, Amazon extended the sales event from the 30-hour event it hosted in 2017 to 36 hours, lasting from 3:00 p.m. ET on July 16 all the way through midnight on July 17.“Extending Prime Day t…

Marketing Day: SMX East coming to NYC, Google penalty, Oracle Responsys aggregator & 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:Looking to grow into a C-level leadership role? Focus on e-commerce.
Jul 18, 2018 by Andrew Waber
Contributor Andrew Waber suggests marketers looking for a senior leadership role should address the gaps and opportunities present in their e-commerce practice as a way to stand out.SEO & SEM experts are coming to NYC! Are you?
Jul 18, 2018 by Marketing Land
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.Why the local search marketplace would benefit from a super-app
Jul 18, 2018 by Wesley Young
Contributor Wesley Young looks at how WeChat works, what the chances are of a similar app devel…