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Showing posts from September 26, 2018
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7 ways to use dynamic content and multiply your conversions

Five years ago, people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes.So, how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete.In this free guide, Sharpspring outlines seven simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way.Grab your copy to learn about:how top brands like Netflix and Amazon use dynamic content.the marketing automation features that enable you to deliver personalized experiences.ways to personalize your emails, landing pages, forms, pop-ups and more using dynamic content.Visit Digital Marketing Depot to download “7 Easy Ways to Multiply Your Conversions.”The post 7 ways to use dynamic content and multiply your conversions appeared first on Marketing Land.

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Tobii releases web-based eye tracking for UX testing

A site visitor’s gaze is being shared via Tobii Pro Sprint. Eye-tracking firm Tobii is out Wednesday with its first web-based eye-tracker, a lightweight product that is designed for fast user experience testing.Called the Tobii Pro Sprint, it offers a strip-shaped USB-linked camera that sits under a user’s computer screen, plus an extension for the Google Chrome browser. (It’s currently only for Mac, although the company said a PC version is coming.) Here’s the camera at the base of the screen:How it is used. The participant views whatever is being tested on the screen, such as a web site. The camera tracks the user’s eyes and therefore determines where she is looking and for how long. The same screen, with an overlay depicting the gaze movement as hot spots, is shared on the test moderator’s screen, wherever that might be. It can also be shared with up to two other computers, and the entire session can be recorded.An audio chat can be set up so the participant can “think aloud” as she …

Facebook Stories Ads now available to all advertisers

Facebook has officially launched Stories Ads on the Facebook platform, making the ad units available to all advertisers globally. The company first brought ads into Instagram Stories in January 2017, and began testing Facebook Stories Ads in May. Earlier this month, Facebook alerted its Marketing Partner Network to the coming ad units, asking ad management platforms to set Stories Ads on Facebook as a default opt-in.Why you should careStories Ads on Facebook offer new ad placement option for advertisers on the platform. As with Instagram Stories ads, these new ad units will include Facebook’s full ad targeting and measurement capabilities — and, soon, will be available in Messenger as well.Though it’s early days, Facebook is betting on Stories Ads to be a major new revenue source.FBB Blog: Introducing Facebook Stories AdsPosted by Facebook Business on Tuesday, September 25, 2018 The format is rolling out after brands such as iHeartRadio, Kettle Chips, Norwegian Airlines, and KFC UK sta…

Attorneys General take aim at tech companies with potential multi-state action

In Washington DC Tuesday, there was a meeting of state Attorneys General about big technology companies and their impact on the market and public discourse. Originally the meeting was called to investigate alleged anti-conservative bias on social media; however it quickly evolved into a wider discussion of multiple issues, including antitrust, consumer privacy and data security.AGs meet to discuss potential action. Roughly 15 AGs or their deputies attended the meeting, including those from Maryland, California, Mississippi, Nebraska and Texas.The reported conclusion of the meeting is that there will probably be a coordinated multi-state inquiry focusing on antitrust issues and consumer privacy. These are two areas of apparent consensus among the AGs. The inquiry will likely include both Democratic and Republican-controlled states. There’s disagreement, however, over the question of ideological bias. Accordingly, the fate of that issue is less certain.Consumer privacy front and center.

Amazon’s Alexa finds its business model: in-skill purchases

Last year there was an early flirtation with audio advertising on Alexa devices. However it was shut down quickly. Earlier this year, there was a rumor that Amazon was testing ads for brands on Alexa, but the company also shut that down, saying there were no plans to introduce advertising.Amazon introduces “consumables.” Now Amazon has revealed its intended business model for Alexa developers: in-skill purchases. In a blog post Wednesday, Amazon said that developers can start to sell “consumables” or premium content within skills:A consumable is an in-skill product that customers can purchase, use, and then purchase again. In addition to one-time purchases and subscriptions, consumables give developers more ways to deliver premium experiences to customers. With consumables, you can sell products that are relevant in the moment to customers as they experience your skill.The main examples Amazon provided of consumables involved games, where users might buy packets of clues or hints to a…

The rise and fall and rise of SEO: notes from Brighton SEO 2018

The Brighton SEO search marketing conference began, as many know, in a room above a pub, and it very often ends – at least for some – with skinny-dipping in the sea. Those facts don’t change, but the SEO landscape certainly has, and Brighton SEO’s second event of this year catches search on an upswing, with plenty of live topics to address and advertisers’ attitudes to SEO freshly rejuvenated.Organic search’s fortunes have fluctuated over the years in the eyes of marketers, usually in direct proportion to the amount of data Google makes available. With visibility on keywords and traffic lately restored, SEO is back at its best, challenging for the top table again by proving its strength at delivering quality and breadth of traffic for brands.The ups and downs of SEODirectly and indirectly, Brighton SEO has charted the ups and downs of organic search over the years, and the current vitality of the channel is reflected in the shift back towards data and technology in its speaker session…

Google lets advertisers set custom viewability criteria in Display & Video 360

Google on Wednesday announced the launch of three new measurement features for Google’s enterprise-level ad buying platform Display & Video 360 (previously known as DoubleClick Bid Manager). All three are now rolling out globally.Here’s what you need to know.Custom viewability metrics. Some advertisers and agencies, GroupM most notably, think the Media Ratings Council’s (MRC’s) standards for viewability (50 percent of an ad’s pixels in view for at least 1 second for display and 2 seconds for video) don’t provide adequate measurement for what constitutes a viewable ad impression. For advertisers and agencies that want to set higher thresholds than the MRC, Google has launched custom metrics in Display & Video 360. With this new tool, advertisers can design their own criteria for video viewability, measured by Google’s Active View solution.Once the custom metrics are set up, they are reported for all video campaigns within hours. Advertisers will still see MRC accredited reporti…

Feds call for public comments on US privacy legislation ahead of Wednesday’s Senate hearing

Ahead of Wednesday’s Senate hearing with top tech firms on the state of consumer data privacy, several pro-business groups have made their voices on the matter known. The latest is from the government itself.The National Telecommunications and Information Administration (NTIA) on Tuesday added an “unpublished notice” to the Federal Registry asking for public comment on the subject. The International Association of Privacy Professionals (IAPP) was the first to report the news.NTIA’s notice takes a pro-business tack saying, “The time is ripe for this Administration to provide the leadership needed to ensure that the United States remains at the forefront of enabling innovation with strong privacy protections.”The NTIA made similar statements earlier earlier this year when its administrator, David J. Redl, an assistant secretary of the US Department of Commerce, spoke about the administration’s concerns about data privacy laws like Europe’s General Data Protection Regulation (GDPR). Redl…

Thunder announces first ad platform using LiveRamp’s entire identity graph for personalization, measurement

Thunder Experience Cloud and LiveRamp are announcing a new partnership that offers the first personalization and measurement ad platform for the entire LiveRamp identity graph.“We are the first people-based ad server,” Thunder CEO Victor Wong told me. His company provides a creative ad management platform and server.People-based profiles versus cookie-based. LiveRamp’s IdentityLink provides access to people-based profiles, which are built from online and offline (physical stores) data to reflect individual people instead of digital-only targets. Anonymized, they are then tied to cookies or mobile device IDs so that advertisers can target those specific individuals when they show up online.This contrasts with directing ads at cookies or mobile device IDs, several of which might inadvertently represent the same person. Or cookie/device ID-based ad targeting might provide little accumulated data about a single person’s activity or ad exposure. The usual LiveRamp scenario. Previously, Wong…

Join us next week at MarTech for expert-level strategies and insights

Aligning marketing, technology and management is essential to your company’s success. And getting everyone on the same page, moving at the same pace, is tricky.Attend MarTech® for the perspectives, frameworks and best practices you need to deliver exceptional results for your organization. MarTech is coming to Boston next week — October 1-3 — and we’d love to see you there.Book your All Access pass now for access to:60+ presentations loaded with strategic insights and expert advice.10 horizon-expanding keynotes.Solution and service demos from 70+ market-defining exhibitors.Exceptional networking opportunities, including speed networking and two cocktail receptions.You’ll leave armed with real-world strategies, insights and ideas your team can use to drive the transformation your organization needs. Don’t miss this opportunity to learn what works from successful marketers.Three ways to attendBook your All Access pass by September 30 and save $150 off on-site rates. You’ll get all the s…

Marketing Day: Instagram co-founders exit company, Snapchat partners with Amazon & 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:Digital marketers: Instagram co-founders’ departure won’t slow ad growth
Sep 25, 2018 by Amy Gesenhues
CEOs from Socialbakers and Steelhouse say CEO Kevin Systrom and CTO Mike Krieger’s departures will not impact Instagram’s ad business.How to create a style guide for your SEO content writers
Sep 25, 2018 by Jessica Foster
To get the most out of your content writers, you need to set them on the right track from the start. How to develop guidelines and reduce the required editing time.With Customer 360, Salesforce brings a single customer view to its B2C side
Sep 25, 2018 by Barry Levine
Now available in a private pilot, it offers a ‘federated solution’ that ties existing silos of data into one profile and ID.Have retail email marketers finally reached the mobile tipping point?
Sep 25, 2018 by Kyle Henderick
With half of all email-driven orders …

Digital marketers: Instagram co-founders’ departure won’t slow ad growth

Instagram founders, CEO Kevin Systrom and CTO Mike Krieger, announced Monday they would be leaving the Facebook-owned company.Purchased by Facebook in 2012, Instagram’s ad business has been on the upswing this year as Facebook’s ad revenue growth has flattened.CEOs from Socialbakers and ad tech platform Steelhouse say the departures will have little impact on Instagram’s growing ad business.Instagram’s CEO Kevin Systrom and CTO Mike Krieger announced to the company on Monday they would be leaving their rolls for the Facebook-owned app. The news of Systrom and Krieger’s departure was first reported by the New York Times. Shortly after the news broke, Systrom confirmed his and Krieger’s departure on the Instagram blog.“We’re planning on leaving Instagram to explore our curiosity and creativity again. Building new things requires that we step back, understand what inspires us and match that with what the world needs; that’s what we plan to do,” wrote Systrom on the Instagram blog.Faceboo…

How to create a style guide for your SEO content writers

“How do I find good writers?”“My writers are inconsistent.”“How do I know if a writer ‘gets’ SEO?”As someone who’s deeply immersed in the world of search engine-optimized (SEO) content writing, I hear these statements quite a bit.What I find is that there seems to be a gap between the data-focused SEO pros and the creative copywriters they tend to hire. That is, it’s hard to find that sweet spot where a writer both understands SEO and how to write in a way that sells.It’s essential that you have both pieces of the puzzle. Yet, SEO agencies and consultants often struggle to:Find ‘good’ writers andTrain them how to write SEO-friendly content.So, what’s the secret to getting your web page copy just right?It all comes down to the magic of a well-organized, descriptive and mission-focused style guide or Standard Operating Procedure (SOP).In this article, I give my “10 Essentials” for creating an effective style guide, as well as an example template that you can use for your own business.Wh…