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Showing posts from December 5, 2018
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Facebook rolls out Group Stories globally, adds emoji reactions

Facebook announced on Tuesday it was rolling out Stories to Groups globally and adding emoji reactions for Group members. Group Admins will have access to existing controls to monitor both the content included in a Story and the members allowed to contribute.Why you should careFacebook Groups offer brands and advertisers an alternative to connecting with audiences and generating more engagement on the platform outside of News Feed ads. Now that Stories are available globally, all marketers managing Groups will be able to use the content format to promote more interaction between Group members.Facebook began offering Stories to Groups earlier this year, but is now adding emojis reactions so that members can respond to content. In October, Facebook introduced a number of controls for Group Admins to monitor content in Stories and the members contributing to them, including:The ability to block or mute a member from contributing to a Story.An approval feature to approve members before th…

Things that hurt your SEO rankings and how to fix them, part 2

In the previous article on 7 Things That Hurt Your SEO Rankings and How to Fix Them, we found how a drop in SEO rankings can be one of the worst things that can happen to a website.A bad SEO entails practices that are outside the boundaries of Google webmaster guidelines and it affects the optimization of your website for search engines.There are many techniques that can hurt your SEO rankings if implemented. Serpstat, in 2017, found about 300 million errors when they indexed 175 million pages with an SEO audit tool. These errors stemmed from not doing SEO the right way and while we have discussed 7 of these errors, here are more things that could hurt your rankings and how you can fix them.1. Accessibility and indexationThe accessibility and indexation of your site contribute greatly to how your website pages can be seen on search engines. Some of the categories to consider include:Canonical Tag:duplicate content makes it difficult for search engines to decide on a page to show users…

The best way to understand omnichannel is to work backward

Imagine trying to drive around the U.S. with no directions, no GPS and no street signs. How frustrating would that be? America’s 2.7 million miles of paved roads could theoretically take you anywhere you wanted to go — but in practical terms traveling would be a frustrating experience since you would never know where you were, much less how to get where you wanted to go.That’s sort of what omnichannel marketing has been like to this point.RecalculatingIf you think of marketing as a type of mapmaking, omnichannel’s underperformance is much easier to understand. From its outset, direct marketing was an attempt to create the shortest, straightest journey between customer and product. And from the days of Aaron Montgomery Ward, direct marketers have relied on regression analysis to document that journey. Who bought what, where, when and how? That’s been the direct marketer’s mantra. Do your research on the result then double down on what works and discard what doesn’t.Digital marketing, f…

Here’s why Nike’s Colin Kaepernick gamble wouldn’t work for Under Armour

Two weeks after Nike’s campaign featuring Colin Kaepernick debuted, the company’s online sales had risen a whopping 31 percent and its stock had climbed more than 6 percent to an all-time high. With Kaepernick, Nike clearly tapped into something powerful—but it didn’t come without risk.Immediately after the ad debuted, it was widely reported that Nike’s brand favorability was down, its stock price dipped, videos of people burning their Nike shoes went viral, and critics called for a wholesale boycott of the brand. So how did a gamble that violates the norms of branding and brand safety while creating a chorus of ardent critics ultimately lead to a wildly successful campaign?In short, Nike found a way to connect with its customers on a visceral level. Its Kaepernick campaign went beyond shoes or clothing and instead tapped into the personal values that drive its customers in every aspect of their lives. That’s also why this gamble would have utterly failed for a brand like Under Armour…

The growing force of women in tech

While they comprise half of the U.S. workforce, women still hold less than 20 percent of all tech jobs. By comparison, women will represent 23 percent of the incoming 116th Congress.Let’s let that sink in for a moment.Congress, by the numbers, is now more progressive and less of a “boys’ club” than the technology sector. But while those numbers may feel surprising, diving into the background of women and tech — exploring the early female tech pioneers and what the future holds for women in the industry — actually paints a picture that’s far less bleak. Stay with us; it’s worth a deep-dive.The myth of the male tech geniusTake a look at the recent and current legends on the tech playing field and you won’t find much gender diversity: Jobs, Gates, Zuckerberg, Page, Brin. And when you start to read about venture capital funding mechanisms and startup incubators, it becomes clear that the industry has a history of mythologizing — even fetishizing — unreasonable men of “genius” while shutti…

Marketing Day: Brand politics, a poll on the Time Well Spent movement, WordPress 5.0

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:Do brand politics impact consumer purchases? It’s complicated
Dec 4, 2018 by Greg Sterling
Multiple variables may affect how consumers react to brands that take a stand.Take our poll: Is the Time Well Spent movement influencing social media marketing plans?
Dec 4, 2018 by Amy Gesenhues
Marketing Land wants to know if the digital well being features introduced on social apps and mobile devices have impacted your social media ad strategies.Dive deep on best practices in search. Attend an SMX workshop!
Dec 4, 2018 by Marketing Land
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 C…

Do brand politics impact consumer purchases? It’s complicated

A majority of consumers (63 percent), according to a new survey from SAP, say they prefer to purchase holiday gifts from brands that support specific social causes. This echoes earlier surveys that argue consumers increasingly want brands to take public social and political positions.The emerging consensus among marketers is that in the current climate brands are no longer able to “remain on the sidelines” and are compelled to stake out positions on controversial social issues. The most recent, high-profile example of this was Nike’s Just Do It anniversary campaign featuring Colin Kaepernick, which was controversial but actually helped Nike financially and with key audiences.Two very different kinds of studies now paint a more nuanced and complex picture of how consumer behavior is affected when brands take sides.Politics didn’t affect store visits. The first study, from location intelligence company Gravy Analytics, found that public positions taken by brands have not played out in t…

Take our poll: Is the Time Well Spent movement influencing social media marketing plans?

Facebook CEO Mark Zuckerberg kicked off 2018 by announcing one of his big goals was “making sure that time spent on Facebook is time well spent.”The concept of time well spent was, in fact, pioneered in 2016 by former Google design ethicist Tristan Harris. The Time Well Spent movement is now championed by former executives at Google, Facebook, Mozilla and other tech firms who formed the Center for Humane Technology (CHT) to raise awareness around the negative impacts of phone and social media addiction.In response, this year, Facebook, Instagram, Google and Apple all designed digital well-being features to help users curb the amount of time people spend on their phones and social feeds.But what do these efforts mean to marketers? Have these initiatives to reduce people’s screen time influenced your social media marketing strategies? If you’re a marketer involved in social media advertising plans, please take our one-question poll to let us know if the Time Well Spent movement has impa…