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Showing posts from December 11, 2018
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Facebook starts testing ads in search results

Facebook announced Tuesday that it is testing ads in its search results. The test will run in the platform’s primary search results as well as in Marketplace search results.Why you should careSearch is one of the few untapped inventory sources remaining on the social platform, which has seen many advertisers directing more budget to Instagram this year. The initial ad test in search results is limited to select automotive and retail advertisers, but if the company sees a promising response, it will open up search results ad inventory more broadly.“We’re running a small test to place ads in Facebook search results, and we’ll be evaluating whether these ads are beneficial for people and businesses before deciding whether to expand it,” said Facebook product manager Zoheb Hajiyani.Advertisers participating in the test can select “Search Results” as an additional placement option that will apply to both primary search and Marketplace search inventory. With the current group of beta-advert…

What email marketers should know about Alexa’s latest feature

Ever wanted to check your email on an Alexa device? Now you can.On Monday, Amazon announced some new Alexa capabilities. Chief among them was the ability to read and delete email. The company also is enabling location-based reminders and routines (tied to the smartphone Alexa app) and other incremental local search improvements. However the email capabilities are the most compelling of the announcements.Works with Gmail and Outlook. In order to access email on Alexa, users need to add their email accounts under “settings” in the Alexa app. The “calendar” setting will update to “email + calendar.” It currently works with Gmail, Outlook, Hotmail and Live.com. You have to choose the account and sign in with your password.Once accounts are linked, you’re supposed to be able to “read, compose, send and permanently delete” email. However the compose function wasn’t working. When I asked Alexa to “compose” or “send a new email,” it responded “I’m not quite sure how to help you with that.”It …

Hulu launches new private marketplace for its OTT ad inventory

Hulu is opening up its sought-after video inventory to programmatic buyers with a new private marketplace that will launch Jan. 1.How will inventory be bought and sold? Hulu is partnering with video management platform Telaria, which has an ad server designed for programmatic and direct-sold video and connected TV and over-the-top (OTT) inventory. Hulu is approaching a few demand-side platforms (DSPs) for the initial launch.Hulu said programmatic buys will be on a level playing field with direct and upfront buys, with all brands treated equally regardless of how they transact. Brand frequency caps and category separations will be available.What inventory will be available? Inventory for standard commercial breaks of 30-second spots will be available through the PMP, which will only include Hulu-owned ad inventory. Opportunities such as product placements and program sponsorships will continue to be direct-sold.There will be spend minimums and pricing floors, but Hulu declined to provi…

Product pages are the new packaging: Think beyond lower prices to win online

When consumers actually walk into a store, there are a host of high-level expectations that have shifted over time but remain largely in place. Salespeople will be around to help in case of questions, products will be organized to make browsing relatively simple, etc. Contrast that with the expectations of an online shopping experience. Endless arrays of products and searchability to fully customize a list of products to choose from.The idea that consumer preferences and behavior would string seamlessly between these online and offline environments is a fallacy, yet it’s an opinion held by a sizable share of marketers within traditionally brick-and-mortar heavy brands.To be fair, most marketers recognize the difference in behavior for more considered purchases – say buying a TV in-store versus online. However, this dissimilarity in behavior is true even in grocery.After studying the performance of more than 5,000 similarly priced coffee products on Amazon, what’s crystal clear is that…

Four tools to discover and optimize for related keywords

SEO moved beyond exact keyword matching long ago. These days, in order to rank, we need to create content that includes related concepts, satisfies intent and provides value.With such an important and complicated task in front of us, there’s never such a thing as too many tools.Every keyword tool below has something new to bring to the table when it comes to helping you understand the topic better, expand your keyword list and diversify your organic rankings:1. TextOptimizerTextOptimizer is probably the most interesting tool on the list. For any term you put it, it will look at Google search result page, extract search snippets and apply semantic analysis to generate the list of all related topics, terms and concepts that form your topic cluster.For example, for [grow tomatoes] it will generate the list of the following terms:If you already have a page that you want to rank for that query, the tool will compare your existing text to the snippets Google returns for that query. It will …

12 Best WordPress Plugins For Blogs & Business Websites in 2019

Wondering which are the best WordPress plugins that you could use for your WordPress website?Plugins extend WordPress to do anything you can imagine.You likely have many plugins on your site, but does your WordPress blog have the essential plugins?Let me point out a few plugins that will improve your site’s user experience and make WordPress admin tasks easier.These top WordPress pluginsare extremely useful for every blogger and webmaster on the WordPress platform.Must Have WordPress Plugins For Every WordPress Blog & WebsitesNote: Some hosts have issues with certain plugins. For example, W3 Total Cache is a very useful plugin, but it performs better with VPS hosting, whereas WP super cache works well with shared hosting.Learn: How to Install a WordPress PluginWithout wasting any more time, here are the best WordPress plugins for your new blog.1. Yoast SEO WordPress PluginHaving an SEO plugin is essential for any WordPress blog to rank higher in search engines. This helps you to d…

Marketers say Time Well Spent movement isn’t influencing social media plans

Social media apps and mobile device operating systems introduced a number of features this year to help people be more mindful of their digital usage. The initiatives are part of the Time Well Spent movement, a concept introduced by former Google design ethicist Tristan Harris whose Ted Talk “A handful of tech companies control billions of minds every day” has been watched nearly 400,000 times.Features like Facebook and Instagram’s user activity dashboards and YouTube’s reminders to “take a break” are responses to the movement’s focus on digital wellbeing. The question remains whether or not Time Well Spent efforts will reduce the amount of time users spend on their phones and social media and what that might mean for social media campaigns, in particular.We wanted to know how, or if, marketers are thinking about these efforts and if they’ve impacted their social marketing plans, so we took a poll of 55 marketers to find out.Time Well Spent isn’t affecting most social media plansOver…

How to vaccinate your data from potential exposure

Just as our bodies need a balanced diet, exercise and regular check-ups to stay in optimum condition, data needs routine maintenance, too. Yet, more than 50 percent of companies aren’t taking the health of their data seriously, thereby running the risk of breaching data regulations and disrespecting consumers’ data privacy.Given the changing data landscape – such as the arrival of the General Data Protection Regulation (GDPR) and the Consumer Privacy Act – it is critical that companies implement strong data governance. Healthy data not only paves the way for technological advancements in fields such as Artificial Intelligence (AI) but will also lead to more robust customer relationships.To retain the favor of increasingly privacy-conscious audiences, and stay ahead of competitors, businesses should explore how they can vaccinate data stores from a potential threat.So, what are the key data pitfalls marketers should look out for and — perhaps more importantly — and can they improve sec…

Human vs machine intelligence: how to win when ‘duplicate’ content is unique

As impressive as machine learning and algorithm-based intelligence can be, they often lack something that comes naturally to humans: common sense.It’s common knowledge that putting the same content on multiple pages produces duplicate content. But what if you create pages about similar things, with differences that matter? Algorithms flag them as duplicates, though humans have no problem telling pages like these apart:E-commerce: similar products with multiple variants or critical differencesTravel: hotel branches, destination packages with similar contentClassifieds: exhaustive listings for identical itemsBusiness: pages for local branches offering the same services in different regionsHow does this happen? How can you spot issues? What can do you about it?The danger of duplicate contentDuplicate content interferes with your ability to make your site visible to search users through:Loss of ranking for unique pages that unintentionally compete for the same keywordsInability to rank pa…

LivePerson’s Maven bot platform puts conversational AI in customer agents’ hands

A screenshot from LivePerson’s Maven bot platform. Conversational commerce provider LivePerson is out with a new platform that counts on customer service agents working with AI to create and orchestrate chatbots.“We now know,” founder and CEO Robert LoCascio said, “that people in contact centers, who converse with consumers everyday, are the best conversational designers for AI.”How can customer agents set it up? Called Maven, the new platform employs AI to track ongoing text conversations between users and agents across SMS, Facebook Messenger, WhatsApp and other messaging channels.A new Conversation Builder lets agents and other users map chatbot conversations for frequent interactions. Here’s a screen showing a conversation built from a previous conversation:Conversations around frequent topics can mine a brand’s previous conversation transcripts, plus there are pre-built templated conversations — such as for billing — that agents can select and edit. Chief Scientist Joe Bradley not…

Marketing Day: Conversion rate optimization, out-of-home programmatic inventory, 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:How Bill Belichick influences marketing team leadership and mentoring
Dec 10, 2018 by Matt Umbro
Finding the best position for each team member to help them succeed guides everyday thinking – from account assignments to delegation and mentoring.Compare 9 paid media campaign management tools
Dec 10, 2018 by Digital Marketing Depot
The paid media marketing landscape has become increasingly complex, as the speed of search engine algorithms and development changes accelerates and marketers demand more integrated channel capabilities. Automating paid media campaign management through an enterprise platform can improve efficiency and productivity.The true impact of conversion rate optimization and why it matters to you
Dec 10, 2018 by Grace Kaye
User journeys have increased in complexity, but so have the tools we can use to process and map masses of …

How Bill Belichick influences marketing team leadership and mentoring

Whether you love or hate Bill Belichick, it’s undeniable that he is one of the best NFL coaches of all time. He has over 275 career wins, 28 of which have come in the playoffs, and he has reached the pinnacle of his sport by winning the Super Bowl five times. Belichick is a great coach because he brilliantly manages his players and organization. His leadership skills have had a profound impact on how I manage.Belichick believes that all players have specific roles and no one player should carry the burden. That’s not to say that individuals can’t be good at multiple roles, but he puts his players in the best positions to succeed. That’s why so many players perform below expectations in other organizations but excel when they come to the Patriots. He has determined their strengths to find the optimal way to help the team.Using an example from the digital marketing world, you wouldn’t ask someone who has limited Excel knowledge to create sophisticated dashboards for client reporting. No…

Compare 9 paid media campaign management tools

The paid media marketing landscape has become increasingly complex, as the speed of search engine algorithms and development changes accelerates and marketers demand more integrated channel capabilities. Automating paid media campaign management through an enterprise platform can improve efficiency and productivity.MarTech Today’s “Enterprise Paid Media Campaign Management Platforms: A Marketer’s Guide” examines the market for paid media campaign management platforms and the considerations involved in implementation. The 54-page report also includes profiles of nine leading vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.Get your copy today at Digital Marketing Depot.The post Compare 9 paid media campaign management tools appeared first on Marketing Land.

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