Skip to main content

Posts

Showing posts from May, 2019
Instapage

Here’s how to stand out in a crowded streaming service market

You can hardly avoid facts that make you feel your age these days – I realized the other day there are people that are legal adults who have no idea that Netflix used to send you DVDs in the mail. Before becoming the most popular over-the-top (OTT) streaming service on earth, with almost 150 million global subscribers, it helped bridge the gap between the days of heading down to the local video store, and the way we consume media today. Many have tried to follow in Netflix’s footsteps and with so much choice, audiences have become ever more fickle and impatient. They want the best possible content at the lowest cost, and they want it available 24/7.This year is set to be particularly crowded in the OTT subscription market, with Disney+, Apple TV+ and Britbox all launching to join Netflix, Amazon Prime, Now TV, Roku, Hulu, HBO Go…the list goes on. So, when launching a product like this, how can brands ensure they stand out from the (jam-packed) crowd?Today I’ll be reviewing some of the…

Marketing to the managed inbox: Why digital marketers need to own deliverability

Today’s digital marketers are facing unprecedented dilemmas when it comes to email marketing. Over the past 25 years, the adoption of email for personal and business use led to an increased volume of “batch-and-blast” emails. Illegal spam tactics targeting email users became more frequent and left users overwhelmed by managing their inboxes. In turn, email marketers noticed a change in how customer interact with their emails. By the late 2000s, email marketers began to doubt whether email would continue to be an effective marketing channel.Today we are kicking off a weeks-long focus on email deliverability and the increasingly important role it plays in marketing. During my career in digital marketing, I’ve worked hands-on with email marketing in environments from SMBs to enterprise corporations. Deliverability is one of the most frequently overlooked — yet critically fundamental — components to successful email marketing. We’ll talk to email and deliverability experts, and dive into …

“Popular dishes” have arrived in Google Maps listings

Google Maps has added a “popular dishes” section to eatery listings, giving prospective diners a faster way to check out a restaurant’s most talked about food and drinks. The popular dishes section is located within a listing’s overview tab and is already available on Google Maps for Android devices. The section will be rolling out to iOS devices over the next few months.Recommendations on a silver platter. The popular dishes section is populated by a machine learning algorithm that matches the names of dishes (supplied by users) to corresponding photos and reviews. As seen above, popular dishes are displayed in a carousel and tapping on a dish will display associated reviews and images.Why we care. Recommendations and reviews are the bread and butter of the food and beverage (F&B) industry and can have a big impact on the bottom line. Restaurant owners now have one more way to optimize their Maps listings by encouraging their patrons to post photos of their meals and/or leave rev…

SMX Advanced is next week. Don’t miss out!

Hey there, marketing friend… did you know that SMX Advanced is happening NEXT WEEK? I’m so flippin’ excited!I’ve been to a lot of different conferences during my 11 years in the industry, but seriously… nothing compares to SMX Advanced.This show is like summer camp for search marketers – a once-a-year pilgrimage to the Pacific Northwest where SEO and SEM experts learn something new, train with the best, see old friends, and make lasting connections.I’d love to see you there!Check out the agenda, featuring 40+ keynotes and sessions (including brand new Advanced Q&A clinics – my personal favorite), 30+ exhibitors, and seven engaging networking opportunities… like the *drumroll* 2019 Search Engine Land Awards & Afterparty. (Entry is included with your SMX pass. Woot!)If you book your pass before June 3, you’ll save up to $300 off on-site rates. (It’s also a good idea to book now in case we sell out of tickets in the coming days.)Ready to register? Secure your pass now!Have any qu…

Consumer study finds ‘personalization’ lowest on long list of retailer considerations

A widely accepted idea among retail technology providers is: consumers crave personalization. However, in a new study, Deloitte finds that personalization is last on a relatively long list of factors that consumers consider when choosing a retailer.The report, entitled “The consumer is changing, but not how you think,” is based on a survey of over 4,000 U.S. adults. It explores nuanced demographic variables and shifts among consumers of various generational, ethnic and income categories.More diverse shopping population. Deloitte explains, “The population has become increasingly heterogeneous: Millennials, now representing 30 percent of the population, are the most diverse generational cohort in US history, with roughly 44 percent consisting of ethnic and racial minorities. In comparison, only 25 percent of baby boomers belong to ethnic and racial minorities.”These demographic changes are playing out in specific ways and in specific industries, which facile and widely repeated generali…

Image optimization for SEO: Everything you need to know for success

As of January 2019, there are more than 1.94 billion websites. That’s a lot of competition. What’s one great way to stand out? Great images. In fact, vision dominates all other senses when it comes to interacting with and absorbing information.Here are three quick facts to help you understand how critical images are for people (and for SEO):90% of all the data the brain transmits is visual.The human brain processes one image in the same amount of time it would take to read 1000 words. (Yes, turns out the old adage is indeed rooted in scientific fact.)The recall value of visual content even after three days is 65%, whereas the recall value for written text is merely 10%.With the majority of search volume coming from phones — and coupled with the fact that people’s attention spans have reduced to eight seconds — it’s essential for websites to be able to deliver a quick, frictionless, and delightful user experience.Image optimization serves as a major part of this puzzle.What can image o…

Foursquare buys Placed from Snap to create location-measurement powerhouse

Exactly two years ago Snap bought location analytics and attribution company Placed for $125 – $135 million. Placed was an early pioneer of location-based attribution for digital and traditional advertising. Last night, Foursquare announced it had acquired Placed from Snap for an undisclosed sum, but less than $150 million.Foursquare simultaneously announced a new $150 million investment, its largest to date, led by The Raine Group. Reportedly that $150 million covers the acquisition and provides additional capital for expansion. Placed founder and CEO David Shim joins Foursquare’s executive team.Foursquare says that the acquisition will help accelerate its product development and mission “to build the world’s most trusted, independent location technology platform.”Foursquare evolution: check-in app to measurement provider. Foursquare launched at the SXSW conference in 2009 as a social check-in app and later pivoted to become a city guide and Yelp competitor. In 2014, it split into tw…

What will happen to influencer marketing if Instagram ‘Likes’ go away?

In April, app researcher Jane Manchun Wong discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could impact the influencer community, causing brands to question whether or not an influencer has enough sway to contribute to the brand’s marketing efforts. Without an outward facing metric such as “Likes,” influencers would have to rely on other resources to prove their content is worthwhile – once such resource: influencer marketing agencies.Good news for agencies“I do see it as a good thing for influencer marketing agencies and platform providers,” said Leah Logan, VP of media product strategy and marketing for Collective Bias.Logan’s influencer marketing agency works with a numbe…

Qualtrics and Adobe add new integration for improved data and customer experiences

Experience management (XM) software firm Qualtrics announced new XM integration capabilities with Adobe’s Experience Platform Launch Thursday.“Qualtrics makes it easy for organizations to not only gather customer feedback, but to predict the actions that their customers will take,” said Cody Crnkovich, head of platform partners and strategy at Adobe in a statement. “By introducing the Qualtrics extension for Experience Platform Launch, we’re making it even easier for customers to measure and improve customer experiences.”Why we should careAdobe Experience Platform Launch seeks to help marketers deploy web and mobile campaigns through an open infrastructure for compiling data from different sources. This new integration with Qualtrics should help marketers using Launch to identify gaps and disparities in their consumer-facing digital experience. The extension allows users to monitor feedback from all digital channel, gathers the feedback and provides insights to users.The behavioral da…

4 Steps to Operationalize Modern Marketing

Figuring out the right balance between work to be done, when it should be prioritized and which limited resources to use, can be one of marketing’s biggest challenges. You’re being asked to get more done and to do it faster, when teams are operating in silos, processes are all over the place, requests are coming in fast and furious and you don’t know how much your team can do without burning people out.Modern marketing work requires modern workflows, and operationalizing those workflows is critical to be effective and scale your resources with the amount of work you’re expected to do.Join Mayer Becker, Principal Consultant at Zee Jay Digital, and Cameron Masters, Marketing Strategic Program Manager at Workfront, as they discuss proven methods and strategies to help your team manage digital work processes with greater speed and efficiency.Register today for 4 Steps to Operationalize Modern Marketing Work produced by MarTech Today and sponsored by Workfront.The post 4 Steps to Operation…

A guide to implementing Google’s “How-to” schema

Google is always looking for the best ways to provide the most useful results to users. It’s what has allowed Google to dominate the search engine market for so long and, it has kept the SEO industry evolving.In the beginning, there were quick answer boxes (remember those?) and, most recently, the introduction of “How-to” snippets.“How-to” snippets aim to provide step-by-step instructions directly in the SERPs for instruction-based queries. There are two types of “How-to” snippets that you can find in the wild.A standard, accordion list view of instructions.A carousel of images showing each individual step.This type of schema is mobile specific. And that’s important because it means absorbing huge amounts of SERP real estate. It has also been confirmed by Glenn Gabe, that you can capture both a featured snippet and the “How-to” carousel/list view.This left very little space for your competitors but also, forced websites to now think more logically about how they structure their conten…

LinkedIn looks to improve ad targeting, attribution capabilities with Drawbridge acquisition

LinkedIn announced on Tuesday it has entered a deal to acquire Drawbridge, an identity resolution platform that uses AI and machine learning technology to provide marketing, customer experience and security solutions.Why we should careWith the addition of Drawbridge’s technology, LinkedIn is aiming to boost ad engagement and ROI for marketers.A LinkedIn spokesperson told Marketing Land that, when integrated into the LinkedIn Marketing Solutions portfolio of products, Drawbridge’s technology will benefit advertisers in two specific ways:Improved reach via LinkedIn’s Matched Audiences and Audience Network campaigns.Better attribution, allowing advertisers to measure the results they’re generating from LinkedIn campaigns across channels and devices.“Our data shows that mobile accounts for the majority of ad engagement yet most of our conversions happen on desktop. Drawbridge’s technology will help us better connect our mobile and desktop experiences,” said a LinkedIn spokesperson.LinkedI…

The fall of ad copy, long live ad copy

As digital advertisers, driving strong performance is at the heart of what we do. But, what is the true goal of paid search ad copy? If clicks, conversions, and demand generation are what is most imperative to client success and satisfaction, do you really need fresh ad copy to accomplish these goals?At first glance, you might think, yes.Forbes estimated that in 2017, Americans were exposed to 4,000 different forms of ads and brand messaging each day. With ads packed on top of each other, it can sometimes be difficult to fully capture user attention and interest. This idea leads some people to believe that they have to consistently develop and redevelop novel ad copy that breaks through the clutter. While it isn’t wrong to try and separate yourself from competitors within the marketplace, you don’t have to spend too much time creating niche variances in your copy.Do users actually care about ad copy?In this highly saturated ecommerce landscape, people aren’t going to spend time readin…

Facebook gives game developers new ad options within Audience Network

Facebook is introducing new ad options for mobile gaming advertisers, now making rewarded video and playable ads for game apps available via its Audience Network. Advertisers are also getting new metrics to see how their playable ads are performing and a new way to create playable ads that simplifies the process.Rewarded Video in Audience Network. Gaming advertisers will now have access to rewarded video ads — a video ad unit that offers players incentives like extra lives or in-game currency to watch the ad — in Facebook’s Audience Network, allowing them to monetize their apps beyond the platform.Facebook said that over the coming weeks, game developers and publishers that do not already have access to these ad units should start seeing it as an option within their Facebook monetization manager dashboard. (To start using rewarded video ads, advertisers must download the latest version of Facebook’s Audience Network SDK.)Facebook reports payouts from rewarded video ad placements in Au…

Shopping as entertainment and how social commerce will succeed

From automobiles to television to the internet, changes in consumer social behavior drive changes in buying behavior. The reason many brands dismissed or underestimated the disruptive power of Amazon early on because they miscalculated the extent and speed at which those social changes in the internet age now impact commerce decision making. What’s been made clear over the past ten years or so is that while consumers may still love touching and feeling physical products, modern e-commerce sites have transformed their ability to discover new products, compare, read reviews, and get recommendations – and they like it that way.Today, the time U.S. adults spend on their mobile devices is estimated to outpace the time they spend watching TV, and social channels are taking up large shares of that time. For brands that don’t want to get caught flat-footed again, it’s critical to begin laying the groundwork to execute on social commerce.This requires a strategic mindset that reflects the futu…