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Showing posts from October 5, 2018
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Facebook to release first-party pixel for ads, pull web analytics from Safari

Facebook is the latest big digital ad seller to release a solution to address moves by browsers to kill third-party cookies. The company is releasing a new first-party cookie option for advertisers, publishers, and developers to measure and optimize Facebook ads and capture analytics data from browsers that block third-party cookies — namely Apple’s Safari and soon Mozilla’s Firefox.Facebook’s new first-party cookie. The company began notifying some agencies and trade groups of the solution this week and emailing all advertisers Friday.“We are offering a first-party cookie option for the Facebook pixel to help businesses continue understanding site activity and ad attribution across browsers,” Joe Osborne, a Facebook spokesperson, said. “This change is in line with updates made by other online platforms, as use of first-party cookies for ads and analytics is becoming the preferred approach by some browsers. The controls people have over ads will not change.”Facebook says the solution …

How to drive clicks through effective meta descriptions

When it comes to optimizing website content, there’s typically a lot of talk about the importance of choosing the right keywords and drafting compelling headlines – but the impact of meta descriptions on a website’s on-page SEO too often goes overlooked.While you may think you have ticked all the boxes to boost visibility of your ecommerce site, the absence of an accurate meta description might just be costing you traffic and sales.So, what are meta descriptions? They are short, unique snippets that describe a webpage. Think of what you would write if you had to advertise the webpage – that is exactly what meta descriptions need to include.Many people tend to leave meta descriptions blank without realizing the effect it has on search results. A powerful meta description leads to a rise in click-through-rates which boosts the SEO ranking of your page. Simply put, they form the first impression of your website, so you rather make it a good one.Here are 6 ways you can optimize meta descr…

5 Reasons Why Your Website Copy Isn’t Converting & What to Do

You’ve just written a masterpiece.You’ve posted it on your blog or website.And you’ve promoted it on your social media accounts.But no one is commenting.No one is clicking your links.And no one seems to care!Painful, isn’t it?When you run a website or blog as a business, the goal is to get conversions. This can be defined in any number of ways.A conversion could be:Buying your product (if you have a product).Signing up to your email list.Leaving a comment.Joining one of your social media accounts.Repeatedly viewing your website.A conversion just means that the user has taken the action that you desire most. And if the user is not taking that action, then there is something wrong.Now, it could very well be that the user is not interested in the material and has landed on your site accidentally. Or maybe they just weren’t ready to take the desired action.In fact, it’s probably true that most people who land on your site are not going to turn into conversions. The average conversion rate…

Entrepreneur Alistair Croll wraps MarTech East 2018 by imploring marketers to be ‘just evil enough’

Alistair Croll speaking at Martech Conference East 2018. The 2018 MarTech East conference in Boston ended Wednesday with a keynote presentation imploring marketers to be “a little evil.”Well, not “evil” in the sense of throwing a kitten out an open window. More like “subversion,” as in finding unused opportunities in platforms and thus gaining a competitive advantage.“Evil” was used in his presentation title of “How to be just evil enough” instead of “subversion,” entrepreneur Alistair Croll told the gathering, because it would better attract attention.The “Attention Economy.” And attention is the main goal of his vision, built around the “Attention Economy” idea first espoused in 1971 by economist Herbert Simon.“Spend half your time subverting a platform to capture attention you can turn into profitable demand,” Croll said. “You need to make the system act in a way it wasn’t intended to.”In addition to getting a platform to work in an unintended way, his tactics include focusing “mani…

Ad groups unveil a new Data Transparency Label

Last May, the Interactive Advertising Bureau (IAB) Tech Lab began releasing for comment a new framework to set up a kind of “ingredients label” for sellers of audience segment data sets.The idea was to provide answers about how offered data was sourced, its age, to what extent it had been modeled or manipulated, and related quality questions.On Monday, a beta version of that label was released as a joint effort of ANA’s Data Marketing & Analytics (DMA) division, the IAB Tech Lab, the Coalition for Innovative Media Measurement (CIMM) and the Advertising Research Foundation (ARF).Inside the audience data segment. The organizations said the label will show source, collection methods, segmentation criteria, recency and cleansing specifics, in four sections: Data Solution Provider and Distributor Information, Audience Snapshot, Audience Construction, and Source Information.Additionally, a centralized database for the information is being established, as well as a compliance program. A …

Marketing Day: The sales tech landscape, YouTube ads, CMO challenges

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:Today’s CMO must tackle these 3 challenges
Oct 4, 2018 by Amy Gesenhues
Chief Strategy Officer Debbie Qaqish on the “Rise of Strategic Marketing Operations Functions.”The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform
Oct 4, 2018 by Digital Marketing Depot
Are you unhappy with your experience or results using one of the legacy marketing automation products? Does your marketing tool or process limit your ability to take action on all of your valuable customer data? Are you struggling to integrate all the different marketing tools you’ve licensed along with the proprietary systems?With 600 vendors, sales tech landscape is 1/10 the size of martech — and still overwhelming
Oct 4, 2018 by Amy Gesenhues
Smart Selling Tools founder Nancy Nardin offered an overview of the sales tech landscape during her presentation at the…

Marketers struggle to keep up with content creation demand for their personalization efforts

As advertising and other brand communications get increasingly personalized, the demand for multiple iterations of content is growing at a rate that marketers are struggling to keep up with. And personalization without, well, personalized content just doesn’t work.This week, Adobe released State of Creative and Marketing Collaborations which looks at this issue with a survey of more than 1,000 North American marketers, creatives, advertising and IT professionals.The report says that creative teams working on personalized campaigns are producing an average of 28 pieces of content a week and can take up to 12 days to get a single piece to market. But even with all that output, most marketers and advertisers feel like they could be doing better.Why you should careContent has always been king. But in this age of hyper-personalization, the demand has gone into overdrive — providing more of a need that many companies can afford — both financially and operationally.To catch up with the deman…

Today’s CMO must tackle these 3 challenges

Pedowitz Group’s Chief Strategy Officer Debbie Qaqish presenting at the MarTech Conference in Boston. “Today’s CMO lives in a tech-infused world,” says Debbie Qaqish, the chief strategy officer for the Pedowitz Group. As a veteran marketing operations expert and author of “The Rise of the Revenue Marketer,” Qaqish believes the three primary challenges facing CMOs today are digital transformation, business accountability and customer experience.During her “Rise of the Strategic Marketing Operations Function” panel at our MarTech Conference in Boston Wednesday, Qaqish went deeper into the challenges faced by CMOs — sharing statistical evidence on how these challenges are impacting marketing operations teams as a whole — and presented  ways to for marketing operations to become more strategic.Challenge #1: Digital Transformation. Qaqish argues digital transformation is a necessity for B2B marketing operations, requiring multiple marketing technologies. The reason digital transformation is…