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Showing posts from November 21, 2018
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Kenshoo teams up with Experian to offer third-party data for Facebook campaigns

The ad tech platform Kenshoo announced on Monday it has partnered with marketing data and services provider Experian.Kenshoo clients will be able to use Experian’s audience segments for Facebook ad targeting. The third-party data will initially be available for Facebook campaigns, with plans to expand to Amazon and Google.Why you should careAfter facing criticism for its handling of user data and new the regulatory provisions of GDPR, Facebook announced in March it was phasing out integrations with third-party data providers on its ad platform. Partnerships like the one between Kenshoo and Experian aim to give marketers back the ability to leverage third-party audience data in targeting their Facebook campaigns.“While marketers know how valuable their first-party data can be and have certainly embraced second-party data targeting from ad giants like Google and Facebook, third-party data from trusted sources such as Experian can fill in the missing pieces in marketer data sets. For exa…

Data: Retailers that can expect to see Black Friday store visits and those that won’t

Starting tomorrow major retailers are expecting a big uptick in online buying and in-store foot traffic, driven by discounting and the Black Friday shopping frenzy. Gravy Analytics has released data that suggests, based on 2017 data, which stores are likely to see increased foot traffic and which ones will see fewer shoppers in their retail locations.Traditional retailers set for major foot traffic increases. The data are based on mobile-location store visitation data captured Black Friday week last year. Based on that data, the following are the stores that can expect to see the largest visitation gains and those at the other end.Foot traffic increases/declines during Black Friday week 2017 compared to previous weekSource: Gravy Analytics (2018)If the pattern last year holds true in 2018, major traditional retailers can expect to see big increases in store visits. Best Buy, JCPenney and Macy’s in particular saw very significant visitation growth last year during the Black Friday peri…

Why businesses are relying on Facebook Groups to build engaged audiences

Facebook CEO Mark Zuckerberg at the company’s first Communities Summit in June, 2017. At the beginning of 2018, Facebook switched up its algorithm in an attempt to “fix” the News Feed by promoting more posts from family and friends and demoting content from businesses, brands and media.The move actively distanced brands from their followers on the platform by limiting exposure to organic content posted by businesses. At first glance, the only solution for brands was to invest more in their Facebook ad campaigns, but some businesses have found an alternative to connect with their audience by building vibrant Facebook Group communities.Facebook Groups: “A game-changer”In 2012, Mary Dell Harrington and Lisa Heffernan launched their website Grown & Flown, an online publication for parents of children ages 15 to 25. Three years later, they started a Facebook Group for their website, and according to the co-founders, it turned out to be a key strategic decision.“We started a Facebook Pag…

Why a French ruling against a small mobile ad firm has ad tech on the defensive

Earlier this month, French data authority CNIL put French ad tech company Vectaury on notice for violating consent-gathering rules under Europe’s General Data Protection Regulation (GDPR). Vectaury collects geolocation data through behind-the-scenes methods such as software development kits (SDKs) and real-time ad bidding (RTB) for mobile ad targeting purposes. The company specializes in mobile advertising aimed at driving people to retail locations.What happened. After an April investigation by the CNIL (la Commission nationale de l’informatique et des libertés) revealed that Vectaury had obtained personal data without proper consent. The company had created its own consent management platform (CMP). The CNIL said that Vectaury’s consent tool does not comply with GDPR because:The language was unclear, complex and not easily accessibleThe consent was not specific to the processing of geolocation data for targeted marketingThe user’s choice wasn’t based on an affirmative action, or op…

7 content marketing stats you need to know for 2019

How is content marketing changing in 2019? What are the key trends you need to know for the next 12 months? Here are the most important stats to maintain a successful content marketing strategy.A content marketing strategy needs to be frequently evaluated to ensure that it’s still relevant. As we’re heading towards the end of 2018, it’s a good time to review your work from the past 11 months to find out what worked better and what needs to be improved.It’s easy to fall behind with all the emerging trends in technology. A good way to stay up-to-date is to follow CMI’s annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report.It’s the ninth year that the Content Marketing Institute surveys content marketers across the world about the top trends that have to do with strategy, planning, tools, proficiency, and everything that can help you improve your content marketing ideas.These are the top content marketing stats you need to know to keep your content marketing s…

Nearly 170 million will shop ‘Cyber Week,’ most online traffic will be mobile

According to the National Retail Federation, 164 million Americans will be shopping online and in physical stores over the five day period from Thanksgiving to Cyber Monday. This estimate is based on a consumer survey (n= 7,516) conducted by Prosper Insights & Analytics.Black Friday will see most shoppers. Here’s the anticipated breakdown of shoppers by day:Thanksgiving — 34 million.Black Friday — 116 million.Small business Saturday — 67 million.Sunday — 32 million.Cyber Monday — 75 million.These are statements of consumer intent, and we’ll see over the next few days how the actual numbers play out.Mobile traffic vs. mobile conversions. Another interesting question this year will be how much of e-commerce happens on mobile devices. Last year, according to Adobe, a majority of traffic to retail websites was driven by mobile devices, but less than 40 percent of transactions on Black Friday happened on smartphones or tablets.Generational breakdown of mobile shoppersSource: Oath holid…

No Credit: How advertisers miss 18% of conversions

Marketers have always known their total sales, but they’ve also always struggled to know what led to the sales. Which sales can be attributed to ads? To know that, you need to know who saw ads and who converted, and if it’s the same person.In digital marketing, who saw what and who converted have been historically tracked using cookies. These cookies are temporary identifiers dropped onto user browsers until they delete them periodically (typically once a month). Brands would drop cookies on people who saw the ad and track that cookie until it got to a webpage with a conversion pixel that marks a successful conversion event. This method worked very accurately for a long time when people primarily access digital media through their desktop.Today, people, of course, use multiple devices, such as smartphones, tablets and connected TVs. These devices now provide a device-specific ID for advertisers. As a result, the IDs that are shown ads may not be the IDs that end up converting, even if…

Top Black Friday/Cyber Monday Deals For SEO Tools – 2018 Edition

Black Friday and Cyber Monday are great times for buying anything online.In this span of 3-4 days, most online products offer irresistible discounts. Personally, this is the time of year when I buy products that I’m going to need for the next 2-3 years. Things like SEO tools, email marketing tools, web hosting accounts, and social media tools to name a few…This is also a great time to discover new tools that we might have never tried before because they were too expensive.I have already published dedicated posts for:Best Web Hosting Discount Deals For This Black FridayBest WordPress Themes + Plugins Discounts On Black FridayThis post is dedicated to some of the top SEO tools offering not-to-miss Black Friday and Cyber Monday discounts.Just a suggestion, you don’t have to buy all the tools; rather, pick 1 or 2 that you will need for a long time or you might need in the months to come.If the discount is solid, then you should buy the tool for 2-3 years because most companies only offer …

[Exclusive] Web Hosting Black Friday Discounts For Bloggers: 2018 Edition

Black Friday is right around the corner & all online companies have started offering their biggest sales of the year. If you are not familiar with the concept of Black Friday, let me quickly explain it for you…Black Friday is the first Friday after Thanksgiving when all major online & offline companies offer their biggest discounts of the year. Yeah! The BIGGEST! That means you can’t miss it…From Amazon to Apple, all major & minor companies get in on the action. This is the best time for users like you and me to buy all of the things we want.You can grab anything from online products to physical products at dirt low prices. This year, Black Friday is on 23rd November 2018 & the discounts will be going on until Cyber Monday, which is on 26th November 2018.Many companies have already started offering sales & I have listed down a big list of Black Friday & Cyber Monday discounts here.Since you understand how big this time of year is for online sellers & buyers…

Walmart launches interactive ‘Toy Lab’ to engage kids, showcase toys this holiday

Walmart is making it even easier for kids to discover the toys they want this holiday season.The retail giant has launched an interactive video Toy Lab, where children can see and, to some degree, interact with 20 selected toys that have been rated highest by kids. This is Walmart’s first interactive video effort.“Everyone gets a Golden Ticket.” Developed by New York City-based interactive entertainment shop Eko, the interactive video features buttons that lead to different video segments. The Lab’s toys include Barbie Dreamhouse, Imaginext Jurassic World Jurassic Rex and the LEGO Creator Pirate Roller Coaster. This is Eko’s first video project with Walmart.It’s part of a new marketing effort by Walmart to promote its toys, along with more toys featured in designated shops inside the retailer’s physical stores. A key marketing goal of the Toy Lab, Eko Chief Creative Officer Alon Benari said, is to enlist the “unboxing” anticipation and browsing enthusiasm of kids exploring new toys, by…

Blockthrough acquires PageFair, merging two leading anti-adblocking platforms

Blockthrough, which provides software and methods to counter adblocking, has purchased PageFair, which offers similar services.Deal terms were not made public. In the announcement, the two companies emphasized their complementary differences.“The combination of Blockthrough’s proven revenue recovery tools and PageFair’s powerful analytics solution creates the industry’s most comprehensive and effective adblock recovery platform,” the firms said.Continuing for now as separate brands. The newly combined effort will be based in Toronto, and headed by Blockthrough founder and CEO Marty Kratky-Katz. Founded three years ago, Blockthrough provides an adblock recovery platform that it says helps publishers recover about 70 percent of the revenue caused by adblockers.PageFair, started in 2012, says its adblock measurement and revenue recovery product was the first on the market.Its well-known Adblocking Report, which covers software that blocks ads on publisher sites, will continue. For the ti…

Marketing Day: Product listing ads, Facebook Ads Manager problems, the data-driven era

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:Product listing ads, digital co-op and the $13 billion opportunity
Nov 20, 2018 by Andreas Reiffen
By joining forces with brands, retailers making a PLA co-op spend can bid more aggressively and expand their profile where it matters.Facebook Ads Manager problems affecting many advertisers, days ahead of Black Friday
Nov 20, 2018 by Ginny Marvin
A number of advertisers trying to access their Facebook and Instagram campaigns on Tuesday were met with few options.Did the data-driven era miss an exit?
Nov 20, 2018 by David Dowhan
If the focus is on the right data aligned to business strategies instead of the same basic demographics, marketers don’t have to live in fear that inaccurate data will derail campaigns.Expedia-owned vacation sites HomeAway, VRBO now provide unified virtual tours
Nov 20, 2018 by Barry Levine
Using spherical photos from any s…

Product listing ads, digital co-op and the $13 billion opportunity

In October my company, Crealytics, hosted a conference called [New York] Know Go. This one-day event focused on one of search marketing’s most exciting new chapters: the rise of digital co-op.The day sparked numerous questions. What does the landscape look like for digital co-op today? How can retailers and their partners avoid its potential pitfalls? And why should we be so excited about a practice still shaking off a pre-digital hangover?Stuck in the pastCo-op marketing has existed for a long time. Since the late 19th century, retailers have sought higher turnovers via marriages of budgetary convenience. Brands agree to share the cost of an ad with a retailer for more product exposure.Spend two minutes looking and you’ll find examples of this collaboration everywhere: from billboards to catalogs and magazines to TV commercials. In fact, co-op’s profile feels disproportionately offline. Fully 80 percent of the world’s available co-op funds flow into non-digital channels.But advertis…