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Showing posts from February 6, 2019
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SMX Advanced registration is open!

Join us at SMX® Advanced for the search marketing event of the year! Actionable search marketing tactics, professional connections that will advance your career, and community celebrations like the Search Engine Land Awards await you in Seattle June 3-5.The site up and registration is open!Here’s a sneak peek at some of the sessions in store…What’s New With Schema & Structured DataThe New Renaissance of JavaScriptThe Evolving Landscape Of Local SearchCracking Attribution In A Cross-Channel, Cross-Device WorldAutomation: The Next GenerationWhat’s New & Crucial In SEMThe complete agenda will be live next week!If you’re serious about expanding your knowledge and learning the latest techniques and tactics for continued search marketing success, this show was made for you.But don’t take our word for it…Read what some past attendees have to say…“Fantastic as usual from the content to the food! Great to learn from the best even as a 20 year veteran.” – David Temple – Universal Techni…

Snap topped $1 billion in revenue in 2018, stabilized user base in fourth quarter

Snapchat parent company Snap, Inc. reported total revenue for 2018 crossed the billion-dollar mark for the first time with $1.2 billion. The company saw 36 percent year-over-year growth during the fourth quarter of last year at $390 million, nearly a $100 million more than it earned during the third quarter of 2018.After quarters of declines, the company stabilized its user base at 186 DAUs in the last quarter of 2018, holding steady from the third quarter.Snapchat ads outlook. Snap reported its premium mobile video ads reach over 70 percent of the total 13- to 34-year-old U.S. population on a monthly basis during the last quarter of 2018.The platform’s Collection Ads product delivered twice the return on ad spend versus comparable Snap ad formats, and the Snap Pixel saw more than double the number of purchase events in the fourth quarter compared to the third quarter (600 million in Q4 up from 230 million in Q3).Snap reported that the improvements it has made to machine learning mod…

The state (or statelessness) of technical SEO in 2019

What do we need to know about technical SEO in 2019? Here’s an overview to keep in mind.Technical SEO is different from what we know as standard SEO. It dives deeper into the analysis of content and it can help you draw very interesting conclusions.Mike King from iPullRank delivered a highly informative presentation in Catalyst’s TechSEO Boost and it can give us a better idea of the state, or actually, the statelessness of technical SEO.Whether you’re an SEO expert or you’re just getting started, here are some key points to consider from Mike’s session.Defining technical SEOThe first challenge that comes with technical SEO has to do with its actual definition. It’s not always easy to explain it.In fact, it’s even hard for SEO professionals to define it.Mike King asked 300 people to provide their own definition to what technical SEO really is. Unsurprisingly, there was no consistency in its definition. Many respondents indicated that web performance and information architecture are par…

Super Bowl ads show Alexa as part of daily life

Super Bowl ads this past Sunday bounced between the past and the future, with a generous dose of nostalgia (Stella Artois) to offset anxiety about the coming of AI and robots (Michelob Ultra). But there were multiple ads featuring virtual assistants, either with Amazon Alexa or stand-ins meant to evoke Alexa.Sad device and ‘a lot of fails’. Whether the ads celebrated or satirized virtual assistants, the clear implication was they’re now a part of our daily lives and here to stay. A selection of these spots included Pringles’ Sad Device, Mercedes Say the Word and Amazon’s Not Everything Makes the Cut.The irony of these ads is that brands were using virtual assistants/smart speakers to market their products (e.g., Pringles). But smart speakers haven’t materialized as viable channel for brands. Regardless, the installed base of smart speaker owners continues to grow.Growth of Households with Multiple Smart Speakers
Source: CIRP, January 2019 (n=500 smart speaker owners)Growth of multi-spe…

Here’s why marketers should care about Microsoft’s Cortana

Over the past few years, one of the major stories of CES has been the rise of intelligent virtual assistants to power consumer products ranging from alarm clocks to showers. Amazon Alexa and Google Assistant have dominated the conversation about voice assistants, with Apple Siri gaining some attention, too (thanks largely to the update of Apple’s HomePod smart speaker). But Microsoft Cortana has been noticeably absent even though Microsoft got out in front of Amazon and Apple by launching Cortana two years before Alexa and four years before Google Assistant. But the voice-first world needs Cortana.Product versus ecosystemMicrosoft probably hurt Cortana’s ability to become a de facto voice assistant from the moment Cortana was launched. That’s because Microsoft viewed Cortana mostly as a tool to support Microsoft products. Over the years, Microsoft integrated Cortana into a number of products such as Windows 10, Xbox One, Skype and Edge, the browser bundled with Windows 10. To support …

The in-housing trend is all about data

As the advertising industry evolves, and brands look to have more ownership of their data and measurement, big media holding companies have struggled — Omnicom, IPG and WPP included. The roles of agencies, brands, tech platforms continue to shift and consultants have edged in on the agency piece. “Tech consultants are the new mad men,” declared the Wall Street Journal in November 2018.But there’s certainly a middle ground here. Most, if not all, in-house teams simply won’t be able to be the best at everything. The speed and rate of industry change are just too high, and top talent is too difficult to retain. The result — in 2019, we’ll see more brands increasingly turn to digital advertising agencies and tech consultants nimble enough to act as an extension to their internal teams.As Electronic Arts’ Global Head of Media Belinda Smith asserts, “Brands taking marketing, media or content in-house does not mean the apocalypse for agencies — quite the contrary.”Advent of transparencyWe be…

The New 5Ps of Marketing

Do you remember the 5Ps of Marketing? Product, Place, People, Price and Promotion? For most of us in digital marketing, these may feel more than a little outdated. During this era of always-on, real-time marketing with a shifting regulatory landscape, there’s a new marketing mix that you need to be versed in.Join us as Craig Schinn, VP of Strategic Services at Lytics, breaks down the new 5Ps that marketers need to know to succeed in today’s fast-paced environment. He’ll share his digital strategies and experiences from working with leading brands such as Verizon Wireless, Staples, General Mills, AT&T, The Economist and more.Register today for “The New 5Ps of Marketing” produced by Digital Marketing Depot and sponsored by Lytics.The post The New 5Ps of Marketing appeared first on Marketing Land.

via Marketing Land

Why ARF thinks marketers should reconsider their personalization strategy

At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this “Holy Grail” may not be all it’s cracked up to be. The Advertising Research Foundation (ARF) warns marketers that excessive targeting and retargeting can lead to lower-than-expected ROIs, a poor customer experience and potential damage to a brand’s reputation.“The perspective of the ARF is that there’s always been targeting and you have to have it,” said Scott McDonald, CEO and president of the ARF. “But when you move farther out on the spectrum toward one-to-one marketing, you’re getting into a more problematic area where you have to ask yourself both about the trade-offs of the higher cost and the return on that cost.”ARF is an independent science-based non-profit organization that acts as a neutral research body for questions on measurement and efficacy in advertising.Personalization can work … for some targetsSome …

Marketing Day: Digital agencies on hiring, still the early days for YouTube performance ads, 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:Prepare to say goodbye to Facebook ad set budgets
Feb 5, 2019 by Amy Gesenhues All Facebook campaigns will run with campaign budget optimization as of September.Digital agencies are hiring, focusing on retention in 2019
Feb 5, 2019 by Robin Kurzer
Agencies share what kinds of roles they are hiring for, and how to be strategic about hiring to get the best employees.Google: Still ‘early days’ for performance advertising on YouTube
Feb 5, 2019 by Ginny Marvin
On its fourth-quarter 2018 earnings call, the company noted YouTube’s contributions to revenue growth and cited performance formats and YouTube TV initiatives as areas of future growth.YouTube lets some advertisers buy masthead ads on CPM basis
Feb 5, 2019 by Amy Gesenhues
Previously, YouTube Masthead ads (that run at the top of YouTube’s Home feed) were only available on cost-per-day buying …