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Showing posts from September 19, 2018
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5 ways to leverage real third-party purchase intent

A combination of genius and incredible access to capital has enabled Amazon to become a retail operation truly inconceivable just a decade or so ago.Untethered from the constraints of physical location, Amazon has made it possible for many of us to rarely visit a retail operation for more than a tank of gas or a cup of coffee. And by consolidating a larger and larger percentage of our shopping and consumption behaviors, there’s less and less that Amazon doesn’t know about us or that they couldn’t easily figure out if they wanted to.While we can certainly argue about whether the end game is to everyone’s benefit as a society, B2C marketers know that, in the near term, it behooves them to accept reality and try to play along in Amazon’s game.As I think about lining up catalog operations, department stores, big-box retailers, suburban malls and Amazon along an evolutionary timeline, it’s the similarities that jump out at me more than the differences. It’s the strength of each concept tak…

Amazon now 3rd biggest digital ad seller in US

Amazon is set to bring in $4.61 billion from digital advertising this year, according to a new estimate from eMarketer.That only represents 4.1% of U.S. digital ad spending.In surpassing Oath and Microsoft, Amazon is now the front-runner to challenge Facebook and Google.Amazon will surpass Oath and Microsoft to become the third largest digital ad seller in the U.S. behind Facebook and Google. That’s the latest from research firm eMarketer, which predicts Amazon’s ad growth will more than double this year.As eMarketer notes, the change in projection — up 60 percent from March — is due to a combination of an accounting change and 10 to 12 percent increase in stronger-than-expected ad revenue growth.The firm expects Amazon ad revenue to increase by more than 50 percent per year through at least 2020. The duopoly’s share is pegged to shrink from 57.7 percent in 2018 to 55.9 percent in 2020 while Amazon’s share is expected to grow from 4.1 percent to 7.0 percent.While Amazon has a long way…

Q&A with Google on the future of search

Search marketing is undergoing rapid transformation driven by new technologies. Artificial Intelligence, Voice Search, Visual Search, Amazon, and Blockchain all impact how we search for information and buy products and services online.The Transformation of Search Summit, which takes place in New York on October 19, combines the expertise of ClickZ and Search Engine Watch, in partnership with Catalyst (part of GroupM), along with speakers from Hertz, Hilton, Condé Nast, LEGO, and more, to dissect the current landscape and provide a deep-dive into actionable steps to future-proof and protect your strategy.This week we sat down with Juan Felipe Rincón, Global Lead of Trust & Safety Search Outreach at Google, to discuss his role at Google. He’ll be participating in a panel discussion with Google, Amazon, Bing, Facebook, Pinterest, Twitter, and Adobe.ClickZ: Tell us a bit about your role?Juan Felipe: I lead global team of outreach experts who help website owners build high quality and …

Survey surprise: 90% of consumers report being brand loyal

The conventional wisdom is that brand loyalty is dead. Not so, says a new consumer survey from Yotpo. But some of the findings are surprising in the context of current thinking.Just over 90 percent of respondents (out of 2,000 consumers) considered themselves equally or more brand loyal than they were a year ago. The survey doesn’t offer longer historical comparisons, however. The top-line results also don’t expose whether consumers are loyal to isolated brands or products or a range of brands.Three to five purchases to hit the loyalty threshold. Survey respondents themselves defined loyalty in the context of repeat purchase behavior. Nearly 80 percent of these consumers said that it took at least three purchases for them to consider themselves loyal. And 37 percent said they weren’t loyal until they had made at least five purchases.The dominant loyalty factor was product quality. “I love the product(s)” was the reason given by 55 percent of survey respondents, in response to the ques…

Shopify now lets stores create AR experiences for iOS 12

Shopify unveiled Monday new tools for their vendors to create augmented reality (AR) experiences. The announcement comes on the heels of Apple’s Monday release of iOS 12, which includes new functionality that provides AR experiences from within a web browser.Shopify AR provides businesses with a toolkit to create their own AR experiences, and includes a services marketplace of 3D modeling partners, a 3D Warehouse App as well as an easy way to add AR Quick Look support to their stores.Why you should careAR is on the rise. Last month, 8th Wall launched what it called the “first AR solution for mobile browsers.” And now Apple’s AR Quick Look allows anyone with an iOS12 device to do the same.The Shopify platform hosts more than 600,000 stores selling their wares, all of whom now have access to AR technology for their websites. This so-called democratization of AR could signal a sea change for a technology that’s been hamstrung by user requirements such as downloading an app, wearing a hea…

Contextual ads are back (again)

The big question in ad targeting is whether the future has been worth it.While advertisers in the past ran ads for cars next to automotive content, in the modern practice of audience targeting, advertisers direct ads at users based on their behavior, demographics and location. It’s the difference between running an ad for a new model of BMW on an automotive site, or showing it on many kinds of sites to users whose attributes indicate they’re in the market for a luxury car.A new report from contextual ad firm GumGum, Contextual Advertising: The New Frontier (free, registration required), indicates that more U.S. advertisers use content-based or contextual advertising than employ targeted ads. However, they’re rediscovering the virtues of ads matching the surrounding content.[Read the full article on MarTech Today.]The post Contextual ads are back (again) appeared first on Marketing Land.

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Sizmek re-enters TV ad space with an Advanced TV Initiative

Ad platform Sizmek has announced it is re-entering the TV ad arena, with the first steps toward a unified demand-side platform (DSP) that includes connected, addressable and linear TV.What this means for Sizmek: In 2014, the Austin, Texas-based Sizmek sold its television ad distribution business, DG MediaMind, which offered conventional TV ads. Since then, its DSP — now based on its acquisition last year of ad optimization platform RocketFuel — has focused mostly on display ads for desktop web, various web ad formats for mobile, and some in-app ads, with TV ads only offered in customized campaigns.[Read the full article on MarTech Today.]The post Sizmek re-enters TV ad space with an Advanced TV Initiative appeared first on Marketing Land.

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Marketing Day: Facebook slapped with EEOC complaint, Instagram launches shopping channel & 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:Google is right; click-through and conversion rates kinda don’t matter
Sep 18, 2018 by Andy Taylor
Say what? Turns out you may be focusing on the wrong things if you’re fixated on click-through and conversion rates. Here are a number of reasons why.Keyword research strategies in a close-variant world
Sep 18, 2018 by Megan Taggart
Revisiting your keyword research approach is essential to preparing for imminent match type changes. Here are some considerations for a successful keyword research strategy in a close-variant world.Win more conversions with ‘The Marketing Automation Playbook’
Sep 18, 2018 by Digital Marketing Depot
Marketing automation gives you the power to generate more leads, drive more sales and optimize your spend. It helps you target your customers with personalized communication based on their interests — so they receive the mes…

Twitter finally brings back chronological timelines

In 2016, Twitter changed its algorithm so that the timeline would display tweets it determined were most relevant based on a user’s actions. On Monday, the company announced it would soon be giving users the option to go back to a timeline that displayed tweets in reverse chronological order.The question for advertisers is whether or not users will remain engaged with content on the platform as they opt out of Twitter’s algorithm that shows content it has determined most relevant.What happened? In 2016, Twitter made the decision that it knew best what users wanted to see in their timelines. The company changed its timeline algorithm to display relevant tweets based on a user’s interactions on the app, launching the “Show your best Tweets first” option in a user’s account settings page. The update included features like “In case you missed it” that listed past Tweets the user had not viewed yet, and recommended tweets from people a user didn’t follow.On Monday, Twitter announced via it…

Facebook rolls out new security features for US political candidate Pages

Facebook will launch a pilot program to give US political candidates and staff, as well as staff members and representatives from federal and state political party committees, more tools to secure their Pages.Security options will include two-factor authorization and a monitoring process to block potential hacking threats.Campaign marketers and staff will have new security tools to protect Pages from potential hackers.As part of Facebook’s continued efforts to protect its platform from malicious behavior and bad actors aiming to influence US elections, the company is expanding its security options for Pages that belong to US political candidates running for state and federal office, as well as staff and representatives of political party committees. On Monday, Facebook launched a pilot program offering two-factor authentication and monitoring for potential hacks to admins that manage US political candidate pages.The announcement didn’t include details on how the monitoring process for…

Google is right; click-through and conversion rates kinda don’t matter

Last month I wrote extensively on the seeming lack of meaningful click-through rates (CTR) growth following the implementation of Google expanded text ads (ETA), despite Google’s own assorted case studies showing meaningfully higher CTR with expanded text ads compared to the previous long-standing text format.As mentioned in my previous post, we’re now on to a whole new world of text ads with Google’s new Responsive Search Ads (RSA), which gives Google the ability to mix and match headlines and descriptions in creating the final ad shown to users and gives advertisers more characters to work with in crafting their message.Just last week, Search Engine Land contributor and Google Director of Performance Ads Marketing Matt Lawson provided best practice recommendations for these new ad units to help advertisers make the most of the new format. There’s a lot of good advice in there straight from the search giant’s mouth, but one bit, in particular, piqued my interest:And here’s a final re…

Keyword research strategies in a close-variant world

Google once again has disrupted the search marketing community by announcing exact match close variants will now include same-meaning variations. As a result, marketers putting all their chips into exact match keywords will have to shift their bidding, structure and keyword strategies to avoid wasted spend. The writing has been on the wall since 2014, and while the motive and benefactors are debated, the importance of focusing on intent rather than granular, exact keyword sets is clear.Revisiting your keyword research approach and tactics is not only a suggested regular optimization task but also an essential step in preparation for match type changes rolling out in October. The process of keyword research is already changing, as it’s no longer necessary to launch with a hefty keyword list full of variations.Rather, keyword research has become iterative and more valuable post-launch as needed. Following are some pertinent points of consideration when conducting keyword research for mo…