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Showing posts from September 28, 2018

For Scott Brinker, marketing is designed to balance the ‘4 Forces’

Like some physicist discovering the hidden nature of marketing, Scott Brinker recently unveiled his own theory of the relativity of opposing forces.In preparation for our MarTech Conference next week in Boston, where HubSpot VP Brinker is conference chair, he posted last month a thought piece on “The 4 Forces of Marketing Operations & Technology.”As marketers face rapid change, he said, there are two sets of opposing forces that must be balanced:Don’t these two sets of competing forces, I recently asked Brinker, affect virtually every dynamic system, whether marketing, politics or the stock market?Or is there something intrinsic to marketing that creates this perpetual balancing act?Centralization to make decentralization possible. It may exist broadly across all kinds of systems, he replied, but it’s particularly endemic to the field of marketing. And it’s a push/pull, not an either/or.“You centralize the right things,” he said, “and then it makes greater decentralization possibl…

How to make the most of internal linking for higher rankings and improved organic search visibility

An internal link is a hyperlink pointing to a page within the same domain. Internal linking is crucially important for both website rankings and usability:Internal links allow users to conveniently navigate around the website (i.e. in order to complete a purchase, learn more about a product or read about your business)Internal links allows crawlers discover more of your site pages, even those that have no external backlinks (especially important ones)Internal links are thought* to improve each given page authority (Google puts some emphasis on the signal: The more internal links a page has, the more internal authority it is supposed to have).*This has never been officially confirmed by Google (unless I missed the announcement) but we’ve seen web pages doing considerably better once we add internal in-links pointing to it, so let’s say this one is an educated theories backed by multiple experiments.Now, the question is however how to use internal links correctly. Let’s see…1. Internal …

Facebook targets ads with data users didn’t share with the platform

Facebook has confirmed it targets ads to users based on phone numbers they provide for two-factor authentication (the process used to protect a user account) and contact information taken from friends’ contact lists that can be matched to their accounts — even if they haven’t added that information to their accounts.The test.Gizmodo reporter Kashmir Hill teamed up with a Northeastern University research team to determine if Facebook was collecting user phone numbers via indirect means to target ads. Hill reports she created an ad campaign to display an ad directed at researcher Alan Mislove based on a landline number Mislove had not directly shared with Facebook. Mislove saw the ad within hours.From the Gizmodo report:They [researchers at Northwestern] uploaded a list of hundreds of landline numbers from Northeastern University. These are numbers that people who work for Northeastern are unlikely to have added to their accounts, though it’s very likely that the numbers would be in the…

33Across launches ‘first open exchange with only viewable inventory’

Graphic from 33Across Only in an industry like digital advertising would the ability to show most of the ad for at least one second be considered a feature.Ad platform 33Across has decided that viewability should instead be a standard, so it has launched AttentionX, which it describes as the first open ad exchange containing only viewable ad inventory.“Human [viewers] and viewable [inventory] must be the foundation for programmatic buying,” CEO Eric Wheeler said in a statement.Viewable versus non-viewable. The inventory on most open exchanges, according to his company, can be 50 to 70 percent non-viewable. Higher levels of viewability can exist on a private marketplace, Wheeler told me, but that requires custom arrangements and viewability guarantees.In 2015, 33Across announced a 100 percent viewability guarantee, where non-viewable ads would be refunded to the advertiser. But Wheeler pointed out that his company was then supplying other exchanges with its inventory and its guarantee, …

Video platform Innovid launches first multi-platform OTT video-ad composing tool

Innovid’s OTT Composer screen, along with an interactive ad it created for Target The good news for TV watchers is that there are many different ways to watch Over-The-Top (OTT) television, the kind that comes to your TV, Roku box, Apple TV or computer over the internet.The bad news for advertisers is that there are many different ways, meaning there are different requirements for ads.To solve this dilemma, video platform Innovid is out on Thursday with its OTT Composer. The company said this is the first self-service tool for creating an interactive video ad that can run on any of the platforms, including Roku, Apple TV, Samsung, Amazon Fire, Playstation, Xbox, LG TV. Hulu and Fox’s true[X].How it works. CTO and co-founder Tal Chalozin said that the OTT market is highly fragmented, but Composer allows a user to create an interactive video ad with the ease of using Powerpoint. Once created, it can then be published to Roku or wherever, and Composer will render the ad for that format be…

Marketing Day: Mobile FM radio ads, Snapchat e-commerce ads & an IAS media quality report

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:Mobile FM radio ads shown to drive incremental store traffic
Sep 27, 2018 by Robin Kurzer
Dial Report’s new data shows a demonstrable lift for businesses on days that their radio spots run.Mobile-first indexing: Will it change your rankings on desktop?
Sep 27, 2018 by Janet Driscoll Miller
Getting conflicting information about whether the mobile-first indexing change will impact your rankings? Brush up on the different processes behind search results.Your AI does not need tickets to the big game
Sep 27, 2018 by Rex Briggs
Only when we address all of the ways that fraud and inefficiency have plagued media buying will we end their threat to a healthy, thriving marketplace.Connect with the best and brightest marketers at SMX East
Sep 27, 2018 by Marketing Land
You are part of an exclusive community — a community of passionate, creative, driven sea…

Mobile FM radio ads shown to drive incremental store traffic

Mobile FM radio spots provides an average of 22 percent lift in incremental store traffic and up to 32 percent lift for specific categories, according to data out Thursday from radio attribution company Dial Report with the Radio Advertising Bureau.The study looked at 10 brands across four categories, analyzing a total of 1.5 million radio spots that were exposed to 107,000 FM smartphone listeners. AdIDs were then matched to location data provided by Freckle. The report examined store-traffic lift for the automotive, home improvement, beauty and quick service restaurants (QSR) categories.Why you should careAttributing store traffic to radio or any broadcast medium has always been difficult. Typical digital attribution techniques can provide useful data on where, when and how an individual consumes mobile radio, but there’s no way to directly tie it store visits. Marketers have yearned for a way to do this for years.But by comparing store traffic on days that ads ran to days when they …

Mobile-first indexing: Will it change your rankings on desktop?

Mobile-first indexing has been the talk of 2018 in the SEO world, and certainly this major shift in how Google search works has left SEOs with questions about what will result. I’ve read many posts about mobile-first and predictions about how, if at all, it will alter how sites will appear in search results. It’s important, however, when discussing any type of Google update to remember the basics of search indexing and ranking, and this knowledge is especially applicable to mobile-first indexing.Indexing vs. rankingA few years back, Google had a great microsite entitled “How Google Works.” It was so well presented that I took screen shots of the site to share with others in workshops. The latest version is called How Search Works, and I’ll include screen shots from that here. There are two main tasks that search engines perform: indexing and ranking.Indexing is the reading and storing of a web page’s information by the search engine indexing robot (in this case, GoogleBot). Once Googl…

Your AI does not need tickets to the big game

Over the past few years, marketing has been transformed by new technology. And the flood of data makes it easier and more efficient to identify, reach and convert potential customers and stakeholders. With relative ease, marketers today can find those individuals who might most benefit from their company or organization’s products and services. From the comfort of their desks, and with just a few keystrokes, marketers can open up new markets and reach a global audience.As with every advance, however, this progress has attracted some bad actors. These individuals have sought to take advantage of our messy rush to expand the advertising ecosystem, creating some issues we may need to avoid.The problem is complex, ranging from how many ads are actually seen by anybody and the definition of ad measurement to “hidden” rebates, where media agencies don’t disclose or return savings to the advertising clients. In addition, bad business practices of a bygone era may be lingering, artificially d…