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Showing posts from December 20, 2018
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Understanding 14 types of backlinks – ideal SEO boosters + those to avoid

For better or worse, search engines judge your website by the company it keeps.This is why establishing backlinks with popular and authoritative sites plays an outsized role in whether your SEO sinks or swims: your placement on search engine results pages (SERPs) is heavily, heavily influenced by the quantity and quality of backlinks to your site. And while most types of backlinks bolster a site’s reputation and rankings (albeit to varying degrees), others can hamper your SEO efforts.Three key variables determine the value that a backlink contributes to your site: 1) the recognized quality and authority of the linking site, 2) whether the linking site encodes the link with “do follow” status (providing full SEO value to the link), and 3) the link’s location on the website. In short, links from respected websites, set to “do follow” status, and posted within the site’s main body content will deliver the greatest value from an SEO perspective.Here are 14 different types of backlinks, ra…

3 ways customer data drives more impactful brand experiences

As marketers, we love to talk about consumers as if they are another species — unique, complicated, demanding and fickle creatures we spend our days (and budgets) trying to understand, engage and delight.But, hey, we’re all human. We all shop. We all have experiences with brands — and when we view those experiences through the eyes of customers, we realize they’re not that good. In fact, a just-released report found that 87 percent of marketers believe they deliver engaging consumer experiences — yet 79 percent of these same marketers are disappointed with their own experiences as customers of brands they love.Now, you could argue that marketers are our profession’s worst critics. But I think there’s a better case to be made for stepping into the shoes of customers, understanding their journeys and knowing what they need now and what they may desire next.Putting on my consumer shoes — but still wearing my marketing hat — here are three ways marketers can do a better job of leveraging …

Facebook and Microsoft respond to NYT report on data sharing

After today’s publication of an article in the New York Times detailing an investigation that uncovered more than 270 pages of Facebook’s internal documents and involved interviews with more than 60 people, Facebook and Microsoft are sharing their points-of-view about how they were portrayed.The New York Times report, which appeared in Dealbook in the business section, alleged that:The breadth of the data-sharing was vast (and involved Facebook partners like Microsoft, Spotify and Netflix).Users often didn’t know.Even Facebook had trouble keeping track.Facebook defended itself in a blog post authored by Konstantinos Papamiltiadis, its Director of Developer Platforms and Programs, writing “To put it simply, this work was about helping people do two things. First, people could access their Facebook accounts or specific Facebook features on devices and platforms built by other companies like Apple, Amazon, Blackberry and Yahoo. These are known as integration partners.Konstantinos Papamil…

Two years on, mixed reports on AMP adoption

LaterPay, a company that builds tools to help publishers AMPlify and monetize their content weighed in this week on the overall progress it’s seeing with the uptake of the standard on the web. While major media organizations have embraced AMP, there’s been a more gradual uptake for smaller organizations who lack the resources of the giants.“We continue to be amazed at how slowly the industry is moving to leverage AMP,” wrote Cosmin-Gabriel Ene, LaterPay’s CEO, on a post on the official AMP website today. “After launching with our first customers in the U.S. this year, and we wanted to encourage publishers to more embrace the solution and to share the lessons that we at LaterPay have learned when it comes to implementing new and innovative approaches to subscription growth.”He went on to list three important factors publishers need to consider to be successful with AMP.Publishers should consider new monetization strategies. The industry needs to embrace the opportunity that technology …

Marketing Day: Media buyers react to NYT Facebook report, localized social marketing, 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:Why every multi-store brand needs a ‘localized social marketing’ strategy
Dec 19, 2018 by Greg Sterling
70% of social brand engagement on Facebook is happening on local Pages.Successful marketing teams tackle this challenge
Dec 19, 2018 by Scott Brinker
Successful marketing teams are diverse. They include storytellers, project managers, operations, and technologists. Getting them on the same page can be a challenge for even the most experienced manager. That’s why you should bring your entire team to MarTech®, April 3-5 in San Jose.Facebook’s ‘Clear History’ feature delayed until spring 2019
Dec 19, 2018 by Amy Gesenhues
Users will be able to disassociate browsing history from their accounts, which may have implications for retargeting on the platform.NYT report on Facebook’s data deals won’t sway advertisers, say media buyers
Dec 19, 2018 by G…

Why every multi-store brand needs a ‘localized social marketing’ strategy

Most commerce happens offline. Beyond the roughly 90 percent of retail spending that occurs in stores, offline commerce includes trillions in services which represent the bulk of the U.S. GDP. In parallel, the majority of consumers use digital media (i.e., reviews, search, social) to interact with brands and other individuals, and those interactions influence those offline purchase decisions.Localized social marketing. Yet when it comes to social media, many retailers and brands still have a “one-size-fits-all” approach. A new report from social media and reputation management platform SOCi (registration required) makes the case for a dual-track strategy that includes “Localized Social Marketing.”The company defines this as “marketing efforts that focus on building a local presence for a business, leveraging locally-driven communication channels to reach the specific local communities it serves.” That includes social media marketing, review management, social advertising and other “tw…

Successful marketing teams tackle this challenge

Successful marketing teams are diverse. They include storytellers, project managers, operations, and technologists. Getting them on the same page can be a challenge for even the most experienced manager.That’s why you should bring your entire team to MarTech®, April 3-5 in San Jose.Here’s what your team will get:Case studies. Leading brands including Adobe, NPR, Netflix, LinkedIn, Zillow, JP Morgan Chase & Co, and The New York Times will share first-hand insights on how to overcome organizational, interpersonal, and compliance issues that make or break marketing technology implementations.100+ exhibitors. The Expo Hall is packed with martech vendors ready to demo solutions and products that can enhance your martech stack. The Discover MarTech theater is the place to learn how to evaluate, negotiate, and buy marketing technologies.Networking. Your team will celebrate and learn from the martech community at The Stackies Awards Ceremony, enjoy two networking receptions in the Expo Ha…

Facebook’s ‘Clear History’ feature delayed until spring 2019

During Facebook’s F8 Developer Conference in May, CEO Mark Zuckerberg announced the company was working on a Clear History feature that would allow users to remove browsing history from their accounts. There has been little news on how the feature would work or when it would be available since Zuckerberg first mentioned it more than seven months ago. On Monday, Facebook executives confirmed to Recode the Clear History feature would not be delivered for testing until Spring of 2019.Why you should careThe Clear History feature was one of Facebook’s responses to criticisms that the company had repeatedly failed to safeguard user data and information. According to a Facebook spokesperson the function will remove any browsing history and app activity connected to a user: “When you clear your history, we’ll remove identifying information so a history of the websites and apps you’ve used won’t be associated with your account.”When users clear browsing history from their accounts, Facebook sh…

NYT report on Facebook’s data deals won’t sway advertisers, say media buyers

Late Thursday, the New York Times reported more details on the varying data access deals Facebook had struck with dozens of other large tech companies, such as Microsoft’s Bing, Netflix, Spotify and Apple.Facebook’s response, from Director of Developer Platforms and Programs Konstantinos Papamiltiadis, didn’t address some of most sensitive details and said there’s nothing new here — that these have been public, that users gave permission when they signed in to partner services with their Facebook accounts (highly debatable) and that most of the features provided through the partnerships are “now gone” anyway. Another day, another Facebook privacy scandal.There has been little indication that the seemingly endless stream of privacy scandals embroiling Facebook over the past two years has done anything to pushed advertisers away from the platform. Will this latest news cause advertisers to reconsider their ad spend on Facebook? We asked media buyers. The short answer is no.Facebook ads …