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Showing posts from January 23, 2019
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LinkedIn’s ‘Interest Targeting’ lets advertisers target ads based on users’ professional interests

LinkedIn announced on Wednesday a new “Interest Targeting” feature in Campaign Manager that will allow advertisers to target ads to the platform’s audience members based on their professional interests and topics. Advertisers can choose from more than 200 professional topics, including artificial intelligence, global economy and customer experience.The latest feature falls in line with LinkedIn’s move last November to re-orient Campaign Manager by enabling an objective-based campaign workflow.Why advertisers should careLinkedIn’s latest feature for Campaign Manager brings a new level of ad targeting to the platform. With more than 200 professional topics available, advertisers can target ads to users based on the content they have shared and engaged with on the platform.Digitas UK, which had early access to Interest Targeting, reports it saw a 25 percent increase in click-through rates in campaigns using the new feature.“This, combined with the Carousel Ads, has without doubt helped u…

Link building techniques that still work in 2019

The truth is, ranking your website without links is quite an undertaking.Links are Google’s #1 ranking factor. Their importance in the entire Search Engine Optimization dynamics is evident from the fact that backlinks are Google’s Reputation Management Tool.Link building is all about getting web pages to link to each other. With the presence of links on the web, the users are able to get around more relevant data on the internet.When it is about search engines, links help them crawl the pages of your website and this is probably the top reason that your link building activity should be on point.As long as you take your link building activity seriously and are doing it in the right manner, you are helping your own website rank well and also helping the audience reach discover deserving content.Eight link building techniques that can still work for you in 2019Let’s check them out.1. Help a Reporter Out techniqueAlso known as the HARO, the Help a Reporter Out technique works through a pl…

How to be charismatic: Marketing with charm, heart and personality

Data, facts, and logic make it easier to measure, predict and understand. It’s all about having concrete measurables. However, when it comes to marketing and creative campaigns, what you really need is something else entirely: charisma.No one wants to think about personality and charm when trying to boost their sales or bottom line, but you absolutely should. It turns out that the same thing that determined popularity in high school is also essential to your brand’s messaging, marketing and lead-nurturing.What is charisma in the first place, though? How do you even define “charismatic” and what role does it have in the success (or lack thereof) of your marketing? How can something so ineffable be the essential ingredient to creative campaign success?More importantly, how do you execute that?We’ll take a closer look at what charisma is, what being charismatic entails, why people respond to it and how anyone can use this basic knowledge to be more appealing in strategic campaigns.What d…

The Most Critical Google Ads (AdWords) Trends of 2019

Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is prohibitively difficult for the average individual to create a successful search ad.AdPoint Agency, a premier Google Partner, asked its resident expert and Managing Director, Felix Wenzel, how to build profitable SEM campaigns in 2019. A frequent coach to standing-room-only sessions at the Google Digital Garages in Hamburg, Germany during 2018, Felix outlines some key opportunities and challenges that he expects to see from Google Ads in 2019.Smart Features – bring complications, but offer advantagesThe update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.These updates have great potential but they …

Scott Brinker lays out vision for Second Golden Age of MarTech

From Scott Brinker’s post The First Golden Age of MarTech — a Cambrian Period-like proliferation of vendors visualized in Scott Brinker’s increasingly dense Marketing Technology Landscape — is now transitioning into its second phase.That’s the key thrust of a new post by Scott Brinker, “3 trends driving the Second Golden Age of MarTech.” Brinker runs Chiefmartec.com, occupies the post of VP of platform ecosystem at HubSpot and serves as conference chair for our MarTech conferences.The 3 trendsThere are three key trends — and signs — of this new Age, he argues, all three of which represent a new kind of blend:Ecosystems are transitioning from a competition between all-in-one marketing suites (like Adobe or Salesforce) on one hand and best-of-breed point solutions on the other, to open platforms that are complemented by integrated, third-party apps. This emerging blend, he said, is solving the key challenge of integrating all that martech software. Brinker cites a study that found integr…

How one marketer uses a chatbot to retain customers

A conversational flow for a TriNova customer on Facebook Messenger. (Click to expand) Marketers are employing chatbots for many uses, but one Chicago-based company has found success in using a chatbot for customer retention.Gold Eagle owns several brands, including products for cleaning household surfaces like granite countertops and hardwood floors, through its TriNova brand.Ad to chatbot surveyTriNova sells its products largely through Amazon, brand manager Steve Wimmer told me, but that giant retailer doesn’t provide brands with a lot of information about customers.However, TriNova does get the shipping addresses of customers, even though the orders are fulfilled by Amazon. TriNova uploads those street addresses to Facebook’s Custom Audiences, so it can target its customers on that social network. Wimmer says he can match about half of the Amazon shipping addresses with Facebook profiles.Those Facebook members who have previously purchased a TriNova product are then targeted with on…

Marketing Day: The MarTech Conference, Amazon acquisition metrics, B2B digital transformation

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:Gain expert martech strategies. Lowest rates end Saturday!
Jan 22, 2019 by Scott Brinker
How many times have you said… “I don’t have enough time to evaluate marketing technology.” “I’m not seeing results on my martech investments.” “I’m fighting internal resistance and organizational dysfunction.” “I need more training than my company can provide.” You’re not alone. Your fellow marketers face these challenges every day too.Amazon had a record-breaking holiday season, here’s how advertisers managed it
Jan 22, 2019 by Melissa Reilly
The holiday season brought improved Sponsored Brand ad copy approval times but policy enforcement was fairly inconsistent. However, new feature rollouts should continue to be helpful into the new year.Amazon adds customer acquisition metrics for display, video, Sponsored Brands campaigns
Jan 22, 2019 by Ginny Marvin
T…

Beeswax funding news underscores a rise in bringing services in-house, faith in CTV advertising

DSP Beeswax announced Tuesday that it has secured an additional $15 million in Series B funding and reported a jump in revenue of 150 percent over last year, underscoring a marked rise in marketers taking programmatic advertising services in house.The “bidder-as-a-service (BaaS)” platform, which enables marketers to build their own programmatic ad services, recently bulked up its connected TV (CTV) ad inventory through new partnerships with Tru Optik, Telaria, Tubi, and SpotX.Why you should careCalls for increased transparency in programmatic advertising have rippled through the industry for the past few years, as marketers seek guarantees that their ads will be viewable and will not run next to objectional content.More than a third (35 percent) of the respondents to a 2017 Association of National Advertisers (ANA) study (free, registration required) reported that they had already expanded their in-house programmatic media buying capabilities — an increase of 24 percent over 2016. Mor…

Gain expert martech strategies. Lowest rates end Saturday!

How many times have you said…“I don’t have enough time to evaluate marketing technology.”“I’m not seeing results on my martech investments.”“I’m fighting internal resistance and organizational dysfunction.”“I need more training than my company can provide.”You’re not alone. Your fellow marketers face these challenges every day too.And many of them will be attending The MarTech® Conference, April 3-5 in San Jose, for first-hand insights and proven strategies to overcome workplace obstacles and get more out of your marketing technology:Looking for the right martech vendor? You’ll quickly and efficiently evaluate 100+ martech companies and their solutions in our Expo hall. The Discover MarTech Theater and Solutions Track sessions feature exhibitor case studies and in-depth demos you won’t want to miss.Struggling to see results? The expert speakers on our agenda have been where you are and are ready to share the strategies and playbooks they’ve used to maximize martech ROI.Can’t convince …