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Showing posts from October 16, 2018
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Video Advertising Bureau: Brands should avoid influencer, UGC channels on YouTube

In a new report entitled “Risky Business: Exploring Brand Safety on YouTube,” the Video Advertising Bureau (VAB) asserts that brand safety is elusive if not impossible on most of its channels. The report argues that marketers should advertise on professionally produced content channels and avoid UGC and even YouTube premium content channels altogether.Brand safety is a growing concern online. Brand safety problems on YouTube are well documented. The report catalogs many of them. It points out that because “400 hours of video are uploaded to its platform every minute, it may just be too cumbersome at this point for YouTube to control the influx of content and comments and to guarantee a brand-safe environment to advertisers.”VAB says that of the 50 million channels on YouTube, slightly more than 17,000 are monitored for the comScore YouTube Partners Report. The overwhelming majority of YouTube channels feature user-generated content and therefore present potential brand safety risks ac…

Sales and marketing: Decision makers say you’re sending mixed messages

No more data silos!That’s the key message from Tuesday’s LinkedIn State of Sales 2018 report.The platform commissioned research panel Market Cube to survey about 500 B2B sales professionals and 500 business decision makers to find out how buyers and sellers are working together and apart.Here’s what you need to know.Sales people rely on tech, but may be too siloed in the type of data they collect. A majority of sales professionals (73 percent) use sales technology to close deals. Top sales performers — defined as pros who exceed sales targets by at least 25 percent — see networking platforms (such as LinkedIn) as “very important” to help close deals at a 51 percent higher rate than their peers.Nearly all (97 percent) consider sales technology “very important” or “important,” and 93 percent are using sales tech just as much or more in 2018 than in 2017, according to the study.Sales professionals rely on their customer relationship management (CRM) systems to manage customers and leads.…

7 common SEO mistakes most WordPress bloggers make

WordPress initially started out as a ‘blog-only’ platform and now that it has extended as a full-fledged Content Management System, it remains a popular blogging platform. WordPress.com blogs have over 409 million monthly viewers who looked at 22.4 billion pages per month this past year.This standalone fact is enough to justify the popularity of WordPress as people’s favorite blogging platform. WordPress does provide a lot of helpful features for blogging enthusiasts who are looking to start their own blogging website. However, inexperienced bloggers do commit some mistakes in spite of all the online help available. In this blog post, we will review the most common SEO WordPress mistakes that bloggers commit out of either ignorance or sheer carelessness. Regardless of the reason, these mistakes affect the search engine ranking of their blogs and even their online reputation.So, let’s explore seven of the most common SEO mistakes made by WordPress bloggers.1. Not using the right SEO op…

YouTube now counts ‘engagement’ for YouTube for action ads at 10 seconds, not 30

YouTube announced it is changing the attribution criteria for TrueView for action video ads. TrueView for action ads are designed for performance advertisers and feature call-to-action banners at the base of the video ads.What’s changing? There are two key attribution points that are changing:YouTube will now count an ‘Engagement’ whenever a user clicks or watches 10 seconds or more of a TrueView for action ad when using maximize conversions or target CPA bidding. That’s a change from 30 seconds.A ‘Conversion’ will be counted, by default, when a user takes action on an ad within 3 days of an ‘Engagement.’ If you want this changed, you will have to ask your Google rep to customize this time frame. That’s a change from 30 days.For users who click your ad, YouTube will still attribute conversions according to the conversion window you have set (the default is 30 days).Why the change? YouTube says it is changing the default attribution window from 30 seconds and 30 days to 10 seconds and …

From funnel to flywheel

If you’re like most marketers, you could name the basic parts of the sales funnel in your sleep: Awareness, Interest, Evaluation, Decision, and Purchase.Of course, businesses have tweaked the model over the years, adding extra steps and so forth, but the basic premise has remained the same. But there is one problem with the model: it’s the opposite of customer-centric. In fact, in the traditional sales funnel, leads are treated a bit like uniform widgets moving along a conveyor belt, with various things happening to them along the way.The problem is that if you’re not centered on the customer, your marketing efforts might be going to waste. If we had a nickel for every brilliant content strategy that seemed to explode with engagement while yielding little (if any) measurable return on investment, we’d have more than a piggy-bank full of change.Centering the customer in your sales model changes that, though, because the customer now drives all content and all marketing efforts, instead…

100+ Blogging Tools For 2018, Categorized (+ Expert Tips)

Blogging is an art, and using the right blogging tools will make your art rise and shine!This is an epic list of blogging tools to which you can refer (hint: bookmark it!), and find new tools to enhance your blogging experience as well as the experience of your readers!This epic list of blogging tools consists of resources for all types of bloggers whether professional, part-time or personal. I have structured them into various sections, allowing you to evaluate and choose the right tool for the right purpose.Though the list of available tools is long, every tool is useful in its own way. I also offer a one-line comment for each tool as a quick but helpful reference.I have personally used at least 75% of the tools mentioned below, and the remaining 25% are suggested by bloggers whose opinions I read and I trust.Note: Some of the links have my affiliate link ( I will buy coffee) The Ultimate Cheat Sheet of Blogging ToolsDesktop blog editorsHemingway Editor: A great desktop writing tool…

Braze launches an app ecosystem with more than 45 integrations

Braze (formerly known as Appboy) has been broadening its scope since it was founded in 2011.It began as a mobile marketing and customer relationship platform and now, as it addresses other environments such as desktop websites and connected TV, it describes itself as an customer engagement platform.The New York City-based company has now taken another expansive step, launching an ecosystem of 45+ integration applications called Braze Alloys. Integrations are now available for customer data infrastructure provider Segment, customer data platform mParticle, behavioral analytics suite Amplitude, deep linking provider Branch, A/B testing service Apptimize and attribution service AppsFlyer, among others.CEO/co-founder Bill Magnuson told me that, previously, his company had tech integrations on an ad hoc basis with various providers. The tech partners in Alloys, he said, were chosen because they are the applications most used by Braze’s 500+ enterprise customers, with multiple providers in …

Semcasting unveils ‘self-serve deterministic attribution platform’

Attribution is one of those services that seems to take place inside a black box, where all kinds of algorithms make all kinds of assumptions.To help make the box less obscure, Andover, Massachusetts-based Semcasting is out today with The Attributor, which it describes as the first self-service deterministic attribution platform.The platform, CEO/founder Ray Kingman told me, is transparent about its processes, and it makes clear when matches are made and when not. The company has been offering this process as a professional service for the last year, and now it’s available in a self-service platform with usage pricing.How it works. The company specializes in audience targeting via IP address, and that’s a key element of The Attributor, which is designed to show if the viewers of your site or online ad made a purchase or took some other desired action.Kingman suggested the following typical use case for The Attributor.Let’s say AutoTrader.com wants to determine which car buyers went to…

Native ad test in Google Discover feeds gets a new look

For several months, Google has been running a limited test to show ads in what’s now called Google Discover (it’s third name after “Google Now” and “Google Feed”). With recent rebrand to Google Discover last month, the ads also have an updated look.New look. Spotted by a Reddit user, the native ads now have the look and feel of the redesigned organic news cards in the feed and the same ad label positioning next to the headline as text ads in Google search results. The ads also feature the advertiser name in the topic header.Google is testing ads in the Discover feed. What is Google Discover? The feed features news, articles and videos cards on the home page of the Google app — and soon on the Google.com homepage on desktop and mobile. Users can customize their feeds to include topics of interest to them.Why it matters. Extending text ads to Discover opens up yet another advertising surface for Google and reach for advertisers on mobile, and eventually desktop. The test is only availabl…

Last call! Secure your seat at SMX East now

Actionable SEO and SEM tactics that deliver amazing results: That’s what you’ll get by joining us next week for SMX® East, October 24-25 in New York City. Grab your All Access pass by October 23 and save $100 off on-site rates. Here’s what you’ll get:34+ expert-led sessions, keynotes, and clinics tackling the latest in SEO and SEM25+ market-defining vendors in the Expo Hall, including Amazon Advertising, Bruce Clay Inc, Invoca, Rowe Digital, TrustPilot, and [24]7.ai2 full days of ad platform training with Google and BingNetworking, breakfasts, hot lunches, refreshment breaks and much moreSearching for more?Bundle your All Access pass with a pre-conference workshop for even more savings and an unparalleled training experience. Book your bundle by October 22 to save $250 off on-site rates.We look forward to seeing you at SMX East!Psst… Tight on time (or money)? Snag a FREE Expo+ pass when you register by October 23! You’ll get access to the Expo Hall, site clinics, 25 sponsor/vendor pre…

Marketing Day: Holiday shopping on Amazon, Facebook Audience Network SDK, e-commerce forecasts

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:Survey: People plan to use Amazon 3-to-1 over Google for holiday shopping
Oct 15, 2018 by Greg Sterling
What’s new and striking about this survey is the runaway gap between Amazon and everyone else.Facebook opens Audience Network SDK beta program for developers, publishers
Oct 15, 2018 by Amy Gesenhues
Beta users will be able to give feedback on ways to improve the final tool and have the opportunity to earn Facebook advertising credits.Analysts agree: E-commerce sales set to deliver robust holiday retail growth
Oct 15, 2018 by Robin Kurzer
Deloitte forecasts up to a 22 percent increase in e-commerce sales, online sales are expected to reach $128 to $134 billion.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:The Open Marketing Cloud: A no-BS demo of Mautic’s marketing automation platform
Oct 15, 2018 by D…

Survey: People plan to use Amazon 3-to-1 over Google for holiday shopping

All surveys must be read with caution, because of the gap between attitudes or responses and actual behavior. But if a new holiday shopping survey from CPC Strategy is any indication, Amazon is pulling away as the go-to destination for holiday shoppers.The online survey was conducted by Survata among 1,500 U.S. online adults in early August. Survata is a company that runs surveys to enable consumers to unlock premium content, much like many Google Consumer Surveys.Amazon pulling away. As the above chart shows, online shoppers plan to use Amazon more than 3 to 1 over Google for holiday gift shopping. Only Walmart comes remotely close to Amazon as a top-of-mind online shopping destination.When the smoke clears in January, the actual distribution may not look like this because consumers are going to use a wide range of sites to shop for gifts. But what this indicates is the increasing momentum and strength of the Amazon brand as the primary online shopping destination. In this survey, at…