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Showing posts from January 2, 2019
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4 Ahrefs and SEMrush alternatives that bring innovation to competitive analysis

Let me start by saying I love SEMrush and Ahrefs. I use them both on a daily basis and cannot imagine my life without them.Through their awesome technology and studies, the two tools have contributed an impressive amount of value to SEO community. If you are already using the tools, by all means keep them!Why then explore alternatives to SEMrush and Ahrefs?Well, I have two strong arguments behind this article:You can never have enough of SEO research tools: Each of them adds something unique and different to the analysis process. Sometimes, when I am stuck, all I need to do is to try a new tool. Either through a fresh layout or an innovative feature (more on this below), I am always able to discover new solutions to old and new SEO problems.Competition drives innovation. And there’s no shortage of both in the SEO niche, thankfully. Thanks to the following strong emerging or re-developed solutions, our industry is getting smarter. That’s been amazing to watch and that’s something I am …

20 expert predictions: Here’s what successful marketers will do in 2019

Mobile2019 mobile marketing predictions from industry veteransAugmented reality will continue to give marketers the ability to layer on data and computer generated graphics on top of video, photographs and day-to-day life through our phones.
Aaron StroutRead More SEO2019 in search: Find your seamlessnessCompanies should focus on seamlessness across all channels, consolidate recurring tasks, leveraging data to build personalized experiences and instilling credibility in all aspects.
Alexis SandersRead More MartechAI, automation and analytics: 3 critical strategies for CMOs in 2019, and beyondSmart CMOs aren’t concerned about the shiniest new kid on the block or getting the sexiest toys. They’re figuring out a stack with AI-powered tools in all the right places.
Andy BettsRead More SEMGoogle Shopping is largest growth opportunity for most online retailers in 2019Brands need to be investing time and resources into feed management and proven campaign optimization tactics like query map…

Are ad-supported tiers too much temptation for Netflix or Prime Video to resist?

A few months ago, the internet had a mild freak out when Netflix started showing users commercials for other video content between episodes. Although Netflix described it as a small-scale experiment — the ads just promoted other Netflix shows — some users took to Twitter to announce that if Netflix began running ads they would cancel their service.Viewers who enjoy Netflix’s programming urged the company to leave well enough alone. Many feared that the area of ad-free streaming on Netflix, and for that matter videos on Amazon Prime, was coming to a close.Though some of the criticism was overwrought, there was a precedent for such fears: Forty or so years ago, consumers began paying for cable TV, in part to enjoy ad-free programming. But the lure of revenues proved too strong for most. Although HBO and Showtime have remained ad-free all of this time, the vast majority of cable networks haven’t.That may prove to be the case with Netflix and Amazon too. Both could offset the huge expense…

‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’

There has been a seismic shift in consumers search behavior as an estimated 56 percent of people begin their product search on Amazon, not Google.If 2018 was the year in which Amazon finally began to overtake Google as the predominant ecommerce search engine, then 2019 will be the year in which Amazon comes to fully dominate consumers’ product searches altogether.If your brand is not selling on Amazon, you’re losing out on sales, and if you’re not optimizing your organic listings in Amazon, you’re already one step behind your competition.As more and more consumers embrace Amazon search for their shopping needs how do sellers position themselves to achieve maximum visibility on the search results page? And what factors or tactics will be imperative to visibility in 2019?Keywords will still be keyAt the core of Amazon optimization is keyword research. This will not change as Amazon’s A9 algorithm is highly dependent on text match relevancy (how well your product matches the search queri…

Want to create better experiences and brand loyalty? Lean on your data

Marketing leaders are in the throes of 2019 planning and there’s no doubt improving consumer experiences is among the top priorities for the new year. Data shows consumer expectations (and frustrations!) are on the rise, and brands are scrambling to understand to deepen brand-to-consumer engagement. This article will explore three ways brands can make the most of data to improve consumer relationships.Understand that consumers are evolving, and grow with themRecent data from a global study which polled 7,000 consumers shows a third of consumers expect brands to anticipate their needs before they arise, and a whopping 70 percent of global consumers are annoyed when every company correspondence is about making a sale. Likewise, Accenture reports 75 percent of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history.Now more than ever, consumers expect brands to understand them and treat eng…

Shopping ads for the small budget: Here’s what to expect in 2019

Believe it or not, a new year is upon us (our surprise, of course, being in the speed of its arrival rather than the arrival itself) and in accordance with previous predictions, Shopping Ads are more important than ever for the e-commerce marketers toolbox.What I have found to be frustrating about Shopping Ads at times, is that most articles and presentations seem to be primarily geared towards larger brands and accounts.But what about smaller budgets? Marketing Land approached me with the idea of writing a predictions post for the SMB shopping advertiser and I loved it!Here are my thoughts on what we can expect from Shopping Ads for smaller accounts in 2019. Please note that these aren’t completely devoid of value for larger Shopping Ads advertisers, they are just specifically created with the smaller budget account in mind.1. The (true) beginning of the end of feedsI think we will see full integration of Google’s page crawling service into Google Merchant Center by the 2019 holidays…

Paid social requires sharpening your blade in 2019

Something that never fails to shock me is how much things change from one year to the next in paid social.Things we evangelized a year ago were either: in their infancy (using Facebook ads as a sales funnel instead of only bottom of funnel) or they were at peak maturation (setting and forgetting your ads for conversions and getting stellar results). There was almost nothing in-between.Cutthroat creative makes a comebackConsumer attention spans are low, out of necessity. Prolific levels of advertising volume cause users to protect their attention, saving it only for more remarkable things that connect with them quickly. Throwing more ad dollars at more impressions will never solve that problem, which leaves a lot of brands examining their budget and outputs for 2019.What is already happening (and, indeed, is what I think must) is a circling-back of sorts to a creative focus. While no one has ever doubted the importance of creative, everything in paid social was new and fresh, so it did…

Digital marketing in 2019: Here’s where we’re headed this year

From the rise of voice advertising to the connected TV revolution, there were major strides in the digital marketing space this past year. The momentum sparked in 2018 is on track to accelerate in 2019 as technology advances and our digital-driven world continues to evolve. Here are the top trends I expect to dominate the landscape in the new year.Connected TVAs anticipated, we saw advertising via connected TV (CTV) become more prevalent in 2018, doubling its growth over the past year. Reaching 38 percent of video ad impressions in the second quarter of 2018, CTV overtook mobile, which accounted for 30 percent of video ad impressions according to Extreme Reach. With traditional cable subscriptions on the decline and CTV viewership consistently on the rise—projected to reach 190 million users in 2019 — CTV presents a modern-day vehicle for media consumption, offering unparalleled reach and targeting capabilities. In 2019, the upward trend will likely continue as increasingly more adver…

10 trends in digital content for 2019: Management is vital to success

Today any organization working with content has a new responsibility – content accounting. As content has become the new currency, it’s not enough for companies to create content and forget about it. Instead, content has costs associated with it that must be assessed along with the benefits.Indeed, content management has become a discipline, a vital job for any organization. And, as such, it needs to be treated rigorously, not only viewed through a creative lens.Let’s drill down and examine the top 10 trends we believe will shape how organizations manage their digital content in 2019.1. Content marketing moves beyond marketing for easier accessWhen content is viewed as an asset, it becomes costly to keep it tucked away in marketing. Instead, all parts of an organization – and its partners – need easy access. With 20 percent of every day on average spent looking for lost files, it’s essential to have an organizational digital asset management (DAM) system. Add to that the fact that the…

AI, automation and analytics: 3 critical strategies for CMOs in 2019, and beyond

The digital revolution has triggered tidal waves of innovation and change that show no sign of slowing down. It’s tempting to look back as we head into the holidays, but CMOs are even now peering at the horizon, trying to stay ahead of what comes next.Across a martech landscape that has grown exponentially in size in recent years, there are some technologies and trends that have certainly jumped the shark. Many hyped-up start-ups will be pressured to prove value in order attract the C and D series investment that would make them true players over time. More established brands and tools will swallow up some of this struggling tech and talent as the industry consolidates; others will perish as it matures.Technology now accounts for a whopping 29 percent of the total marketing expense budget, making martech the single largest area of investment when it comes to marketing resources and programs. With this massive investment and a colossal amount of data come supersized expectations of for…

Email marketing trends to expect in 2019

Many exciting trends and developments hit the world of email marketing in 2018 as email turned 40 years old – from the emergence of AMP for Gmail to mobile email reaching its long-awaited tipping point.As we head into 2019 and marketing budgets “refill,” it’s our chance to give our email programs a restart and refocus our efforts on innovation and speed to keep pace with the demanding customer. In 2019 we can expect consumer expectations for quality content to increase – it’s become an annual tradition. Marketers will need to leverage new technologies and disciplines to continue to push the boundaries. Email programs will become even more personalized and more interactive, and as a result, more effective at driving revenue and brand loyalty.To achieve these lofty goals and marketing dreams, below are my predictions for 2019 changes in the email marketing landscape you should be most aware of.Personalization will put the right content in front of the right customersEmail marketing cont…