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Showing posts from October 9, 2018
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SMX East kicks off in 2 weeks! Join us for actionable SEO & SEM tactics

Attend the search marketing conference programmed by the industry’s leading experts… the editors and contributors at Search Engine Land. Join us at SMX® East October 24-25 in NYC for tactic-rich SEO and SEM sessions, inspirational keynotes, networking, hands-on clinics, and a rewarding conference experience. View rates and register today!Tactics you’ll use to drive traffic, boost conversions, and increase salesYour All Access pass unlocks 20 expertly-crafted sessions that address the hottest topics in search marketing, including…Mobile-first SEO. Alexis Sanders, Technical SEO Account Manager at Merkle, will reveal techniques for performing an audit in a mobile-first world to ensure that content, links, metadata, and structured data are compliant, regardless of how users access your site in her session, Mobile-First SEO Success.Page speed. Aleh Barysevish, Founder and CMO of SEO PowerSuite will serve up a comprehensive tutorial on optimizing your site for speed during his session, The …

Why nothing matters more than your email’s subject line

For nearly a decade, pundits have been talking about the decline of advertising in terms of impressions and clicks. If you’re looking around the room, don’t –I’m talking about you, the reader, and rest assured, I’m referring to myself, too.We see ads on every bus stop, unobfuscated building and even grocery bags. I remember when QR codes were all the rage, touted as some novel way to engage with brown paper grocery bags that were being marked with them. Thankfully, that didn’t take off. However, ad-blindness, or the over-saturation of advertising, has created downstream problems for email marketers: we, and the people we’re aiming to reach, are receiving far too much email in our inboxes.According to a Radicati analysis, the average person receives between 120 and 130 emails per day. Ponder that for a moment. Between the massive volume of work emails, personal emails and, you guessed it, marketing emails, our eyes are saturated with copy 24/7, whether we’re actively looking for it or …

How Marketing Land is changing to support you better

Third Door Media Editor-in-Chief Ginny Marvin (left) and Vice President of Content Henry Powderly. There are some exciting changes on the horizon for Search Engine Land, Marketing Land and MarTech Today.Let me first start with an overdue “hello.” My name is Henry Powderly, and I’m the new vice president of content for Third Door Media. I joined TDM about a month ago from HIMSS, a global nonprofit focused on the advancement of healthcare technology, where I ran digital strategy for its media division. Prior to that, I held digital strategy and content leadership positions at Newsday and Aol/Patch, among other places. Here’s my LinkedIn profile. I’d love to connect with you.But this isn’t about me. I wanted to take a moment instead to talk about some of the exciting changes we’re making at Search Engine Land, Marketing Land and MarTech Today, all designed to better advance our mission to inform, engage, convene and support digital marketers.First, I’m happy to announce Ginny Marvin has b…

On-site SEO for international brands, do’s and don’ts

International brands have their work cut out for them. Building a consistent brand experience across multiple continents and to audiences that speak different languages is no easy task, and the process of translating individual pages from one language to another is time consuming and resource intensive.Unfortunately, much of this work can go to waste if the right steps aren’t taken to help search engines understand how your site has been internationalized.To help you prevent this, we’ve collected a list of “Do’s and Don’ts” to help guide your internationalization efforts and ensure that your pages get properly indexed by search engines.Do conduct language specific keyword researchThe direct translation of a keyword will not necessarily be what users are searching for in that language. Rather than simply taking the translation at face value, you will have more success if you take a look at your options in the Google Keyword Planner to see if there are other phrasings or synonyms that a…

Estimate: Video now 25 percent of all US digital advertising, Facebook the top site

According to eMarketer’s newest forecast, online video ad spending in the U.S. will reach $27.8 billion. Accordingly, it will constitute one quarter of all U.S. digital advertising in 2018.Video will represent more than half of ad revenues for Twitter and Snapchat and 30 percent of total revenue for Facebook according to the forecast. The firm shows (net) video ad revenues concentrated in a few top companies:Facebook (and Instragram) — $6.81 billion.YouTube — $3.36 billion.Twitter — $633.3 million.Snapchat — $397.3 million.Facebook has nearly 25 percent of the 25 percent. The eMarketer forecast predicts that Facebook (and Instagram) will have 24.5 percent of all US video ad spending this year or $6.81 billion, as indicated. Facebook controls nearly 90 percent (87 percent) of video ad spending on social media sites in the U.S. YouTube is not considered a social media site by eMarketer.The forecast also asserts that Facebook video ad revenue will enjoy “double-digit growth through 2020.…

How to use data to power target account selection

According to SiriusDecisions, a full 91% of B2B teams that are doing account-based marketing (ABM) see larger deal sizes from their target accounts than from non-target accounts.If that isn’t a ringing endorsement for the efficacy of ABM, then I don’t know what is.In theory, ABM is straightforward: Focus the bulk of your energy and resources on best-fit accounts that have the highest revenue potential for your business. But in practice, it’s not always that simple.Despite the impressive results organizations are generating with target account strategies, ABM is still in its infancy. When it comes to account-based, many marketing and sales teams are still struggling with execution and efficiency.One of the biggest barriers to an effective ABM program is target account selection and prioritization. In fact, a 2018 survey from Ascend2 found that 37% of teams consider account targeting to be a top challenge.The challenges with identifying target accountsWhat are the barriers to building a…

How the IAB Tech Lab’s new PrivacyChain could solve one of consent management’s biggest problems

The new privacy blockchain proposal — announced last week by the Interactive Advertising Bureau’s Tech Lab in conjunction with identity resolution provider LiveRamp — could solve one of the biggest problems of consent management.Background on the TCF and the Big Issue. In early March, the Interactive Advertising Bureau (IAB) Europe unveiled its Transparency & Consent Framework (TCF).Later co-sponsored by the IAB Tech Lab, which is a separate organization from IAB Europe, the TCF offers a protocol for how advertisers and publishers can track their collection and sharing of consent records granted by consumers to allow the use of their personal data for specific marketing purposes, in a way that complies with the European Union’s General Data Privacy Regulation (GDPR).A key criticism of the Framework, from such organizations as the anti-ad-blocking solutions provider PageFair, was that it didn’t sufficiently track the sharing of user consent records.When a user allows a publisher to…

LivePerson boosts its automated conversational capabilities with Conversable acquisition

A LivePerson interaction between bot, live agent and customer. (Click to enlarge.) The acquisition last week of Conversable by LivePerson is designed to create an expanded platform for brands that can handle customer service, custom bot creation and more.What each company brings. Conversable founder and CEO Ben Lamm told me via email that his company brings “AI, social listening and outbound messaging campaign management capabilities to LivePerson and [to] its market-leading conversational commerce platform LiveEngage, along with a set of industry templates and backend system integrations unique to Quick Service Restaurants (QSR).”Those templates are set up to handle, for instance, the standard interaction necessary to order in advance from a restaurant.Conversable specializes in making and managing conversational bots for food chains like McDonald’s, Pizza Hut and Dunkin’ Donuts, as well as for such brands as Sam’s Club and Whole Foods. Its efforts are deployed to such platforms as Fa…

Pandora launches online analytics tools, announces ad distribution agreement with SoundCloud

Last week, Pandora launched analytics tools for advertisers to use on its audio platform. The move represents another step in the platform’s ascendancy to a major platform for advertisers.It’s about time. Prior to this announcement, the streaming audio platform offered minimal online analytics to its advertisers, relying on offline impact and incremental visitation lift through third-party vendors such as Placed. Its new Insights Lab was created to “help advertisers navigate and measure the audio ecosystem and deliver the best audio campaigns that are hyper-personalized, at scale.”Measurement, in general, continues to be a challenge in the audio space, giving marketers pause when considering it as part of their media mix. This solution only works on Pandora’s platform, but the industry is starting to see some work toward more global standards of measurement. That, along with the explosive growth of podcasting and mobile radio, seems to have allayed advertisers fears — at least for th…

Marketing Day: Google+ data exposure, Brandwatch merges with Crimson Hexagon, 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 to shutter Google+ following undisclosed data exposure
Oct 8, 2018 by Greg Sterling
The final closure will happen in August 2019, but few marketers will suffer as a result.How the Halloween zombies can help close your revenue gap
Oct 8, 2018 by Ryan Phelan
Here are five possible ways to learn from your email zombies, a.k.a. your attrited customers who still get your emails.The power of disruptive digital narrative
Oct 8, 2018 by Peter Minnium
The key to creating more engaging online stories may be letting your audience fill in the blanks.Brandwatch, Crimson Hexagon merger gives rise to social-based market intelligence
Oct 5, 2018 by Barry Levine
With Crimson Hex’s strength in machine learning and Brandwatch’s in scale and UI, the CEO says, the newly integrated platform will reach out beyond social listening.Recent Headlines From MarTech …

How the Halloween zombies can help close your revenue gap

Now that everybody on your marketing team is back from their summer distractions, it’s time to get down to serious business – how to make more money so your annual revenue projection stays on course.In an earlier column, I gave you a 5-point checklist to get approval for a tech project that will help you close the gap between projected and expected revenue.This time, we’ll tackle a big revenue-sucker: customer churn.Churn is a fact of marketing life, but you can reduce it if you nail down your churn variables and develop a plan to tackle them head-on.More than email reactivationWhile this is the tactic many brands take when trying to squeeze out more revenue from their mailing lists, I’m on the fence about reactivating attrited email address. Too often it takes a lot of effort and delivers low returns.That doesn’t mean you should take them off your list. Your non-responders have something valuable to tell you: the reasons why your brand became irrelevant to them.With the holiday seaso…

The power of disruptive digital narrative

“Are you going to listen to me or to the couple at that table?” demanded my wife, probably for the 10,000th time. We were at dinner and, once again, I was caught eavesdropping on the conversation of nearby patrons. Truth be told, I do more than listen — I try to construct the full story of their lives or the occasion.While it’s bad table manners, this desire to fill in the blanks of the stories that surround us is an innate and powerful evolutionary learning mechanism. As human beings, we strive to understand the world through story, constantly “filling in the blanks” left by incomplete information.  The brain has a remarkable ability to assemble disparate parts into a cohesive whole if there are indications that they belong together.The brain is constantly seeking to make sense of and understand the world for self-preservation purposes. Knowing whether the couple next to me in a restaurant is married or just dating is not critical, but, for our early ancestors, using partial informa…

Google to shutter Google+ following undisclosed privacy breach

According to a report out this morning, “hundreds of thousands” of users of Google+ had their data exposed to third-party developers back in March. The company decided not to disclose the breach “because of fears that doing so would draw regulatory scrutiny and cause reputational damage,” the WSJ reports.Half a million profiles. In the wake of the report, Google posted that the breach or potential breach resulted from a bug in an API. The company said, “the Profiles of up to 500,000 Google+ accounts were potentially affected. Our analysis showed that up to 438 applications may have used this API.” However, Google contends that there’s no evidence that profile data was misused.The exposed profile data included names, email, demographic information and other profile data. Google also said it would shutter the consumer version of Google+. However, it will maintain a version of the site as an enterprise communication tool; it’s also used internally at Google.Google rolled out Google+ in 2…