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Showing posts from December 4, 2018
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Dive deep on best practices in search. Attend an SMX workshop!

Bona fide digital marketers need proven search marketing tactics and best practices in their toolkit. That’s why SMX® West offers in-depth workshops conducted by the world’s leading subject matter experts in SEO, SEM, in-house, and digital marketing.Workshops will be held Friday, February 1 at the San Jose Convention Center. Each provides:In-depth instruction from leading and respected search and digital marketing leadersAn intimate learning and networking experience with like-minded professionalsBest practices and actionable takeaways that you’ll put to use immediatelyHere’s the lineup:Advanced SEO Training with Bruce Clay: Increase your rankings and visibility in search engines with critical tactics in RankBrain, voice search, AMP, featured snippets, and more. Learn more.bgTheory Advanced AdWords Training: Join Google Ads expert Brad Geddes for a full day of best practices and advanced strategies in funnel research, keyword planning, ad testing, data analytics, account automation, a…

WordPress to release 5.0 Gutenberg this week

WordPress founder Matt Mullenweg announced on Monday the latest version of the WordPress platform — 5.0 / Gutenberg — is scheduled to be released on Thursday, the day before the company’s WordCamp Conference begins.Why it mattersWith a new block editor and Twenty Nineteen theme, WordPress reports its 5.0 / Gutenberg release will be the platform’s major release of 2018.“We are now targeting Thursday December 6th for public release and announcement. 5.0.1 will open for commits soon, and will be an area people can choose to focus on at the contributor day at WordCamp US in Nashville this Sunday,” wrote Mullenweg on the WordPress developer blog.According to Kinsta’s 2018 reports, WordPress owns a 60 percent market share for content management systems on websites with a known CMS. As the world’s leading CMS platform, any updates to the software impact a large majority website owners.But if you read through the comments on Mullenweg’s post, the overall consensus is that many website owners …

Back to basics: Measuring your social media efforts with unique acquisition channels

Most organizations are spending a considerable amount of money and resources on their social media marketing efforts. These efforts generally take the form of three types of effort – organic, paid and promoted (also referred to as owned, paid and earned). No matter how you label them, you should segregate them into three unique marketing acquisition channels in your analytics reports to correctly evaluate how effective your efforts are.To segregate traffic driven to your site from various social media properties, you’ll need to configure custom channels in your analytics tool. (For a detailed explanation on how to do this in GA, see the Marketing Land article The Google Analytics Social channel is broken. Here’s how to fix it.Defining custom social channelsBefore starting any configuration changes, first decide not only the names of these new channels, but what they represent for your clients (both internal and external).I’d recommend setting up the following three channels.Paid socia…

TechSEO Boost: Machine Learning for SEOs

This year’s TechSEO Boost, an event dedicated to technical SEO and hosted by Catalyst, took place on November 29 in Boston.Billed as the conference “for developers and advanced SEO specialists,” TechSEO Boost built on the success of the inaugural event in 2017 with a day of enlightening, challenging talks from the sharpest minds in the industry.Some topics permeated the discourse throughout the day and in particular, machine learning was a recurring theme.As is the nature of the TechSEO Boost conference, the sessions aimed to go beyond the hype to define what precisely machine learning means for SEO, both today and in future.The below is a recap of the excellent talk from Britney Muller, Senior SEO Scientist at Moz, entitled (fittingly enough) “Machine Learning for SEOs.”What is machine learning? A quick recap.The session opened with a brief primer on the key terms and concepts that fit under the umbrella of “machine learning.”Muller used the definition in the image below to capture t…

Email’s humble beginnings and birth of the tracking pixel

It should come as no surprise to everyone reading this that email is the oldest, most venerable and original marketing channel. Ray Tomlinson sent the first email in 1972 as a test message to himself. The email traveled from one computer to another sitting right beside it at a lab in Cambridge, Massachusetts. Today, email is knocking on the door of 50 while spam, as we know it, or as it’s come to be known, is ominously celebrating its 40th birthday.The beautiful thing about the internet is that it doesn’t forget. A simple Google search will give you the name of Gary Thuerk as the progenitor of spam. In truth, Gary Thuerk worked in marketing and sales for the now defunct Digital Equipment Corporation (DEC). In 1978, Gary wanted to announce a new product — printing out invitations and information about the product was slow, costly and laborious, so he had the brilliant idea that he could notify everyone on ARPANET (the predecessor of the internet when it was still a Defense Department p…

AdStage launches Join to automatically unify campaign, analytics, sales data in one dashboard

Source: AdStage. An example of leads data available in AdStage Join. Does this scenario sound familiar? Marketing rejoices in all the leads it sent to sales. Sales grumbles that too many of the leads were garbage. Animosity and bitterness fester until the two teams function more like competitors rather than like a unit working toward the same goal. If you’ve worked in a B2B-oriented business for any length of time, this is a story you’ve likely heard before.To help shift this paradigm and help align sales and marketing teams, AdStage launched Join on Tuesday.What problem is it trying to solve? The San Francisco-based campaign reporting and automation startup’s new product pairs sales and marketing data in one dashboard. AdStage Join launches in response to what the company sees as a “macro movement” toward addressing the need for marketing and sales alignment.“At the very least, [sales and marketing] need to be sharing data if not working directly together,” said AdStage co-founder and…

Adobe adds new features to its data management platform

Adobe is fine-tuning its data management platform (DMP) Audience Manager on Monday with two new features.Trait Exclusion. One is the ability to subtract a common trait when creating a lookalike user model.Lookalike models are often developed from the attributes of a group of users a brand wants to find more of. A model of the common attributes of the best customers, according to this thinking, can help find other users with similar attributes, who are more likely to become customers of this particular product or service.One problem, Adobe says, is that when a brand creates a model from attribute data — either the brand’s own data or third-party data from a provider — there might be attributes that could bias the model in the wrong direction.For instance, the attributes creating the model might include visits to the brand’s site or other specific sites, when those site visits aren’t useful for finding lookalike users.The new Trait Exclusion capability in Audience Manager’s Algorithmic …

Bombora now shows clients online content interests that led to a purchase

Bombora provides B2B marketers with data about which companies are ready to buy their products. They develop those insights by tracking the content interests of personnel at the target companies, such as when they download a white paper on servers and then visit a web page about servers.On Monday, the New York City-based firm is offering a new product, called the Historical Buyer Journey Analysis Tool. After a purchase has been made, it looks at the previous 18-month breadcrumb trail of content consumption leading to a purchase.Interest scores over 18 months. One of Bombora’s client companies provides it with a list of purchases by specific customer companies, and Bombora then looks at data trails for those customers over the last 18 months to determine which topics the company’s personnel looked at, and when.Additionally, it assigns a score for each topic that indicates the apparent change of interest by the customer company in that topic, compared to a control group of companies of …

Marketing Day: AdStage’s Join, YouTube drops paywall, Twitter’s #BrandBowl53

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:AdStage launches Join to automatically unify campaign, analytics, sales data in one dashboard
Dec 3, 2018 by Ginny Marvin Customers will have full-funnel visibility into how their search and social campaigns are driving sales outcomes.YouTube drops paywall from some Originals, explores advertising
Dec 3, 2018 by Robin Kurzer
The details are still in the works, but some programs will become ad-supported.4 strategies to drive growth in 2019 with voice and the call channel
Dec 3, 2018 by Digital Marketing Depot
As expectations and challenges continue to mount, many CMOs today feel under siege. CMOs are expected to drive sales, be accountable for ROI, and own the entire customer experience, all while being hamstrung by limited resources and incomplete, siloed data.Twitter’s #BrandBowl53 slated for Super Bowl LIII, gives marketers something to compe…

AdStage launches Join to automatically unify campaign, analytics, sales data in one dashboard

Source: AdStage. An example of sales data available in AdStage Join. Have you seen this before? Marketing rejoices in all the leads it sent to sales. Sales grumbles that to many of the leads were garbage. Animosity and bitterness festers until the two teams function more like competitors rather than a unit all working toward the same goal. If you’ve worked in a B2B-oriented business for any length of time, this is scenario is likely a familiar one.To help shift this paradigm and help align sales and marketing teams, AdStage launched Join on Tuesday.What problem is it trying to solve? The San Francisco-based campaign reporting and automation startup’s new product pairs sales and marketing data in one dashboard. AdStage Join launches in response to what the company sees as a “macro movement” toward addressing the need for marketing and sales alignment.“At the very least, [sales and marketing] need to be sharing data if not working directly together,” said AdStage co-founder and CEO Sahil…

YouTube drops paywall from some Originals programming, will open up to advertising

In a strategic about-face, last week, YouTube announced it will drop the paywall from its Originals programming and make the shows available on the free ad-supported platform of 2 billion users.Until now, only consumers paying for the subscription-based YouTube Premium service, available in 29 countries, could see most of YouTube’s original programming. In 2018, YouTube launched more than 50 scripted and unscripted shows.Why you should careThe details are still being worked out, but in the short-term, some of the programs will remain subscription-based while some will become ad-supported. That means potential advertiser opportunities in the form of sponsorships or new ad inventory against the ad-supported Originals.We’ve learned that new sponsorship opportunities and new inventory that may become available in Google Preferred are some of the options currently on the table. Google Preferred is an advertising program that lets marketers buy ads upfront on YouTube’s top-performing channe…

4 strategies to drive growth in 2019 with voice and the call channel

As expectations and challenges continue to mount, many CMOs today feel under siege. CMOs are expected to drive sales, be accountable for ROI, and own the entire customer experience, all while being hamstrung by limited resources and incomplete, siloed data. At some Fortune 500 companies, CMOs are even being replaced by new C-suite roles such as Chief Growth Officer.This report from Dialogtech explains how CMOs can incorporate strategies for the call channel and voice to score important wins early in 2019, better secure their role, and position their brand optimally for the future.Visit Digital Marketing Depot to download “Four Strategies CMOs Can Use to Drive Growth in 2019.”The post 4 strategies to drive growth in 2019 with voice and the call channel appeared first on Marketing Land.

via Marketing Land