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Showing posts from September 20, 2018

Join Lytics and Merkle for the ‘Customer Data Challenge’ webinar

How much are data silos costing you? Can you honestly say that your customer data is clean, unified and consistent across all marketing channels?Join our martech experts from Merkle and Lytics as they explain how unifying customer data can result in a more efficient martech stack — to deliver more compelling marketing messages and, ultimately, customer experiences. We’ll discuss:How to architect your martech stack to unify your customer data silos and maximize stack efficiency.Identity resolution techniques that increase customer data accuracy as well as knowledge of your customers across the organization.Brand case studies that demonstrate how leading brands approach their martech stacks to improve data ROI.Register today for “Customer Data Challenge: Improve martech efficiency and ROI with unified data” produced by Digital Marketing Depot and sponsored by Lytics.The post Join Lytics and Merkle for the ‘Customer Data Challenge’ webinar appeared first on Marketing Land.

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Twitter begins testing Timeline Ads on publisher sites

Twitter is now testing Timeline Ads in timelines embedded on third-party publisher sites, according to a report from Business Insider. Twitter started recruiting publishers for the test in May.Why publishers and advertisers should careTwitter has been slow to expand its programmatic advertising offering, well behind Google Display Network and Facebook Audience Network. With the Timeline Ads test, currently in alpha, Twitter is opening the door for publishers to generate more revenue from the timelines embedded on their sites, and offering advertisers access to more ad inventory.Ad revenue from Timeline Ads will be split equally between Twitter and the publishers, according to the report, with four ad placements interspersed between the top 20 tweets in an embedded stream.The company has partnered with ad tech platform OpenX for the test.“We are continuing to evolve and iterate the ways in which we can work with publishers to help them generate revenue through unique real-time content …

Pinterest gives SMBs access to Shop the Look Pins, a free product-tagging tool for organic Pins

Pinterest Shop the Look Pins are now available to SMBs and influencers. Pinterest is making Shop the Look Pins, a free product-tagging tool for fashion and home decor Pins, available to anyone with a business account.Why marketers should careShop the Look Pins allow businesses to tag products within organic Pins. The tags appear as small white dots. When users tap on one of the white dots in a Shop the Look Pin, they’ll see more information, including pricing and availablity, and a link to buy the item.With more than 250 million monthly active users, Pinterest reports 67 percent of its users have discovered a new brand or product from a business account. Ninety-three percent of Pinners say they use the platform to plan purchases. Shop the Look Pins can help brands can drive traffic and purchases from their organic content on the platform.Pinterest first launched the Shop the Look Pins in February 2017, offering them only to large businesses. Companies had to go through Pinterest Market…

How to supercharge the Salesforce lead source field

Salesforce lead source has long been the data point that has ruled measurement of marketing initiatives. This field tracks channel attribution and is used to measure return on marketing investments.However, in today’s marketplace, the field is very limited out of the box. Absent multitouch attribution flexibility, you really only get one lead source on a record within the database. But what about second, third and fourth touches?There are a few options utilizing just lead source on its own, but they all have limitations:We can ignore all touches after the first and stick to the original source only. This is often the method we see used at most companies, and it leads to inaccurate dataThe second option is to override the existing lead source with each new touch. This leaves you with the most recent lead source only. Unfortunately, this destroys info and creates inaccurate data, leading to really scary decision-making.The last option is to create a new lead record for each touch. This …

How to strategically disagree with a client so everyone wins

I’ve noticed an alarming trend that I fear throws critical thinking out the window and harms your relationship with clients. This phenomenon stems from our strong desire to always be correct and not admit that we may be wrong.Instead of seeking logical answers based on fact and research, we rationalize half-truths and conjecture as fact. We’re willing to dig in to justify our answers, even if they are flawed or flat-out wrong. This tactic is known as doubling down, and, left unchecked, it will negatively impact your interaction with others — including clients and coworkers.I would argue that doubling down, rather than making your point, has the opposite effect. In justifying your argument, you are actually driving the other party further away from your point of view.Even if you believe you are 100 percent correct, your unwillingness to extend an olive branch trumps your content. This olive branch doesn’t mean that you have to give up on your argument, but you do have to determine a co…

Types of Google link penalties to avoid for your website

Having your own full-fledged website and running it through good rankings is quite an accomplishment. Obviously, there are all kinds of webmasters who resort to adopting the various way to boost their site rankings. These ways can be ethical as well as unethical based on the past experiences of the site owner. However, making these rankings happen without facing recurrent Google Penalties might seem impossible.One of the most common ways of boosting the rankings of a website is through link building. A great link-building strategy makes sure that your website is receiving ample amount of traffic through all the inbound and outbound links present on your site and other websites that you are exchanging links with. However, a lot of us end up getting penalized by Google for these links or their performance.These Google Penalties always mean a disadvantage for your business website and an advantage for your competition. So, what are these Google Link penalties exactly and how can one avoi…

The EU’s Competition Commissioner is investigating Amazon

Margrethe Vestager, the European Union’s competition commissioner, said on Wednesday that the oversight agency is looking into Amazon’s business practices.Why? While acknowledging that hosting third-party merchants provided a benefit for smaller businesses and collecting data had legitimate uses such as improving customer service, she also noted that access to third-party data may give Amazon an unwarranted competitive edge. The effort is a preliminary investigation, not yet having reached the stage of a formal inquiry.It’s about data. Speaking during a press conference regarding the Luxembourg McDonald’s State Aid case, Vestager responded to a reporter’s question about whether the commission was looking into antitrust concerns raised about Amazon’s use of data collected from merchants hosted on Amazon’s merchant platform.“The question here is about the data, because if you as Amazon get the data from the smaller merchants that you host — which can be of course completely legitimate b…

Sharpen your digital marketing skills with an SMX East workshop

Passion drives you to become a more accomplished marketer, grow your career, and go the extra mile. You’re the reason we created the SMX® East workshop series.Join us for a training experience loaded with actionable SEO, SEM, and social media advertising tactics. We’re hosting four in-depth workshops Tuesday, October 23. Choose from:Advanced SEO Training with Bruce ClayCertified Knowledge Advanced AdWords Training with Brad GeddesMastering Social Media Advertising with Ginny MarvinHardcore Technical SEO Tactics & Techniques with Eric EngeSMX workshops offer a unique opportunity for hands-on training with the experts you trust. You’re guaranteed to walk away with amazing insights that could transform your campaign, your company, or your career.Rave reviews for SMX“I come every year. Always learn new things & make connections. Thank you!”– Miriam Bakker, The Keyword Agency“Great opportunity to cross train our team and share knowledge with industry peers.” – Jennifer Barry, Drago…

YouTube gives more creators option to monetize channels

YouTube is dropping the number of required subscribers for access to Channel Memberships to 50,000, a reversal from the 100,000 threshold it set in June.Why the change? Previously called Sponsorships, YouTube’s Channel Membership program allows creators to offer $4.99-per-month subscriptions to their channels, giving paid subscribers access to account badges, emojis, members-only posts in the Community tab and exclusive content from creators. The update gives more creators trying to grow a loyal fan base on YouTube the opportunity to monetize their channel beyond ads.Why you should care. The Channel Memberships offer creators a way to monetize their content beyond YouTube ads. One success story, According to YouTube, is Wintergatan, a Swedish instrumental band and designers of the Marble Machine musical instrument. The band reportedly increased revenue more than 50 percent using Channel Memberships. The creators behind the channel, which currently has more than 1 million subscribers, …

Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & 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:How to choose the best content format for link building
Sep 19, 2018 by Paddy Moogan
Thinking about creating an infographic or GIF as a way to attract links? Here’s a list of pros and cons of different visual elements and their effectiveness at attracting links.Ask the SMXpert — Page speed, site migrations and crawling
Sep 19, 2018 by Debra Mastaler
Our SMXperts share their tactical insights on optimizing crawl budgets, fine-tuning page speed and how to execute on large-scale error-free site migrations.Pinterest opens API to give brands more insights on influencer campaigns
Sep 19, 2018 by Amy Gesenhues
Pinterest adds eight influencer marketing platforms to its Marketing Partners program.5 ways to leverage real third-party purchase intent
Sep 19, 2018 by John Steinert
If you’re looking for positive change in your demand generation performance, …

How to choose the best content format for link building

One of my previous posts talked about how different elements can affect the success of your link-building campaign; I only touched on the subject of content formatting. So today, I want to go into more detail on the common types of content formats used in link building and look at the pros and cons of each one.There are more formats than I’ll cover here, but these are the formats we use, that cover the most executions and that we have comparison data on.The above shows that on average, an interactive format (orange) gets more coverage and links than the other forms. This is interesting and of course will be different for all agencies and teams, but this is what our own data shows us.In this article, I’m going to talk about the top four formats:Interactive.Statics.GIF.Long-form content.Let’s dive into each one.[Read the full article on Search Engine Land.]The post How to choose the best content format for link building appeared first on Marketing Land.

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Ask the SMXpert — Page speed, site migrations and crawling

The Ask an SMXpert series continues the Q&A segment held during sessions at SMX Advanced 2018 in Seattle.Today’s Q&A is from the Advanced Technical SEO: Page Speed, Site Migrations and Crawling session featuring Melody Petulla and Brian Ussery.Session overviewTechnical SEO has always been a critical component of search marketing; it is one of the foundations of ranking success.In this session, our experts dove into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations. They covered:An in-depth understanding of the factors that impact what, when and how much of your site content search engines will crawl.Tips and tricks on how best to maximize your site’s “crawl budget” to ensure your most important content remains forever accessible.Melody Petulla, MerkleQuestion:Do you recommend 301 redirecting image URLs when changing domains?Want to learn more? Our ever-growing library of SMXpert articles offers an in-depth …

Pinterest opens API to give brands more insights on influencer campaigns

Pinterest is expanding its Marketing Partners program to include third-party influencer marketing platforms, starting with eight third-party solutions.The selected influencer platforms will gain access to Pinterest’s content marketing API to see performance data around influencer campaigns.Marketers will be able to identify and connect with influencers that best represent their brands, as well as track performance metrics for influencer marketing campaigns.Pinterest is launching a new segment for its Marketing Partners program with the addition of eight influencer marketing platforms: Open Influence, HYPR, Klear, AspireIQ, Mavrck, IZEA, and This latest expansion into influencer marketing will make it possible for brands to find and connect with influencers on Pinterest who can help build brand exposure and reach.“Starting today, we’re opening our content marketing API to third-party influencer marketing platforms to help brands and influencers collaborate more…