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Showing posts from December 12, 2018

Here’s your exclusive insider look of SMX West

TL;DR: Here’s my epic 3,000-word preview of all the sessions, speakers and networking you’ll experience at SMX West. Read a little or read it all. Then register by 11:59pm Saturday, December 22 and save big with Early Bird rates.Search Engine Land’s SMX® West, the go-to event for search marketers, returns to San Jose January 30-31. The agenda, packing more than 50 world-class speakers, teaches you actionable search marketing tactics you can implement immediately to drive more awareness, traffic and conversions. If you work in SEO, SEM, content marketing, social media or any other customer-facing activity, you can’t afford to miss it!SMX West features three tracks of expert-led sessions that cover:Search marketing topics including search advertising (PPC/SEM), SEO, technical SEO, analytics and more.Proven actionable tactics you can use immediately to improve your campaigns.All experience levels, from beginner to advanced.Register by Saturday, December 22 to secure your pass and take ad…

Why some marketers say Cyber Week is just too long

As Black Friday and Cyber Monday have begun to merge into a single blockbuster weekend to kick off the holiday shopping season, many enthusiastic marketers are pushing sales and promotions well past the weekend. But are we ready for a “Cyber Week?” Maybe not.Longer doesn’t necessarily mean betterGurjit Sandhu, marketing manager at Yes Marketing, said that its research showed that an extension of the sales holidays doesn’t carry the same element of urgency as a limited sale, citing stats that show that while emails sent out the Tuesday after Cyber Monday generated a 16.2 percent open rate, they only yielded a 2.7 percent conversion rate. “While many retailers attempt to build on the momentum of these shopping events by extending sales into Tuesday and beyond, our research has demonstrated that the extension of these sales often leads to indecision and inaction for consumers as the sense of urgency to act diminishes,” Sandhu said.Taylor Schreiner, director of Adobe Digital Insights said…

IAB’s in-app ad viewability and measurement SDK hits 2 billion devices

Out just over a year, the Interactive Advertising Bureau Tech Lab’s third-party in-app ad viewability and measurement tool is gaining significant steam. IAB will announce Wednesday that its Open Measurement software development kit (SDK) has been certified by 17 companies across the U.S., Europe and Asia, and it’s enabled on 2 billion devices across the world.The IAB Tech Lab initially released the SDK in Oct. 2017 as its first software product. It simplified an early process that involved multiple SDKs and systems.The most recent version of the SDK delivers a variety of data, including if the ad was viewed, how long it was viewed, impressions served, general invalid traffic detection, percentage in view and video events such as the start, stop, resume, pause of videos and quartile progression.Why it mattersPrior to the creation of the OM SDK, app publishers that wanted to enable measurement through multiple vendors had to install SDKs from four to five companies — an inefficient proc…

Why content marketers don’t want instant gratification

When marketers invest in content, they have to face a difficult truth. No content program is going to drive substantial results in 30 days. Maybe not 45 or 60 either. They may have to wait 90 days or more before their content strategy starts to move the business.That may go against our need for instant gratification, but when marketers set realistic expectations, they’re in a better spot to succeed long term. Writing a single blog post and asking your team to “make it go viral” is like planting a seed one morning before heading to work and demanding it become an aloe plant by the time you get home. Speed just isn’t a big part of the equation.Anyone who tells you otherwise hasn’t admitted to cutting corners at every turn. Of course, you can adjust a lot of variables to help the process along, but you can never press fast forward on building a trusting relationship with your audience. Consumers make very logical decisions when spending their time online. We may not always agree with tho…

Marketing Day: Facebook’s ad tests, Alexa’s email feature, Hulu’s OTT ad marketplace

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:Facebook starts testing ads in search results
Dec 11, 2018 by Amy Gesenhues
The test inventory will be available in Facebook and Marketplace search results.What email marketers should know about Alexa’s latest feature
Dec 11, 2018 by Greg Sterling
If millions of people start listening to Alexa read their email, email marketers will have to adapt to avoid deletion.Hulu launches new private marketplace for its OTT ad inventory
Dec 11, 2018 by Ginny Marvin
The new programmatic marketplace will launch at the start of the new year.Product pages are the new packaging: Think beyond lower prices to win online
Dec 11, 2018 by Andrew Waber
Capture customers with product titles that address nuanced needs and wants rather than sacrificing margins to win sales.Marketers say Time Well Spent movement isn’t influencing social media plans
Dec 11, 2018 by Amy Ge…