Skip to main content

Posts

Showing posts from February 7, 2019
Instapage

Facebook will show users the agencies, partners involved in Custom Audience targeting

Later this month, Facebook will begin showing users who are targeted with ads via Custom Audiences which companies had a hand in them seeing those ads.What’s changing? With Custom Audiences, advertisers can upload files of customer emails or phone numbers that can then be matched to Facebook accounts for ad targeting.  Starting February 27, the “Why am I seeing this?” info boxes available from ads using Custom Audience targeting may show:The name of the business that uploaded the customer file with the user’s information includedAny Custom Audience sharing between businesses such as the agency, Facebook Marketing Partner (FMP) or other partner.The type of information such as email address or phone number uploaded in the Custom Audience file and matched to the user.Facebook started rolling out “on behalf of” agreements in November. Agencies and FMPs can specify relationships they have with advertisers on the platform.Why should you care? This change doesn’t have any impact on the Custo…

Reports: Instagram advertisers stay loyal, keep spending more

Source: Kenshoo Q4 2018 Quarterly Trends Digital Marketing Report Instagram’s ad business had a stellar year in 2018, according to reports out this month. Kenshoo’s recent digital marketing report showed the Facebook-owned app saw 120 percent increase in ad spend year-over-year during the fourth quarter of 2018, and was up 43 percent over third-quarter results.“For every dollar spent on Instagram by a new advertiser in 2018, existing advertisers increased spending by $4.00,” says Chris Costello, the senior director of marketing research for Kenshoo, a digital ad platform, “The majority of Instagram spending growth to date has come from advertisers who have been on the Instagram for at least five quarters.”Existing advertisers are driving Instagram’s growth. Kenshoo told Marketing Land the increased ad spend growth on Instagram during 2018 was predominantly from incremental spend lifts from advertisers already on the platform. The company’s data showed 82 percent of year-over-year Insta…

New survey: Consumers are texting to businesses that aren’t set up to respond

Over half of consumers — 58 percent — have responded to a missed phone call from a business with a SMS/MMS text message — but those businesses were not yet set up to handle such text conversations.“Those messages,” said business texting provider Zipwhip CMO Scott Heimes, “are sent into the abyss.”This missed marketing opportunity is a key finding in Zipwhip’s “2019 State of Texting Report” (free, registration required), which is out today and which he described as “the first comprehensive research on the topic.”“Particularly frustrated.” Additionally, the report found that 75 percent of consumers “are particularly frustrated when they cannot respond to a text from a business,” Heimes told me via email, “such as to reschedule an appointment following a reminder notification.” Such messages are often short-code text, where businesses can only send but not receive.While Zipwhip obviously has a horse in this race and this report is part of the company’s pitch for its texting solutions, th…

Cybersecurity in SEO: How website security affects SEO performance

Website security — or lack thereof — can directly impact your SEO performance.Search specialists can grow complacent. Marketers often get locked into a perception of what SEO is and begin to overlook what SEO should be.The industry has long questioned the permanent impact a website hack can have on organic performance.And many are beginning to question the role preventative security measures might play in Google’s evaluation of a given domain.Thanks to the introduction of the GDPR and its accompanying regulations, questions of cybersecurity and data privacy have returned to the fray.The debate rages on. What is the true cost of an attack? To what extent will site security affect my ranking?The truth is, a lot of businesses have yet to grasp the importance of securing their digital assets. Until now, establishing on-site vulnerabilities has been considered a different skillset than SEO. But it shouldn’t be.Being a leader – both in thought and search performance – is about being proacti…

Getting back to basics with location-based marketing

Location-based marketing is becoming an increasingly popular campaign strategy for brands to attract both new and loyal customers. eMarketer forecasts that marketers will spend $26.5 billion in mobile location-targeted advertising in 2019. It is essential for brands to understand the different types of location-based marketing tactics to utilize them efficiently and stay ahead of the curve. They should also have a baseline understanding of how the privacy of consumers remains protected with location-based marketing.There are four primary methods of location-based marketing: geofencing, geotargeting, geoconquesting and proximity marketing. Many times marketers will interchange some of these terms for one another, but this is how we coach companies on the terminology.GeofencingGeofencing refers to serving advertising or content to a consumer based on their real-time location.When a person opts in to share their location to a brand’s app and enters the designated geofenced area, they may…

3 lessons learned from 89,000 Amazon fashion product pages

For select consumer product categories, Amazon, while imposing, isn’t the kind of category dominator that makes or breaks a brand’s e-commerce fortunes by themselves. Fashion is one such category. Despite 27.4 percent of U.S. apparel being purchased online in 2017, an array of niche retailers (e.g., The Children’s Place) and D2C companies (e.g., MeUndies) are collectively driving a large share of this category’s online sales. Amazon is, of course, angling to increase its share. Last year, the retailer invested heavily in tweaking and expanding its Prime Wardrobe service, while also broadening its array of in-house clothing brands, among other initiatives.But fashion marketers take note: Best-selling apparel products on Amazon have product page content that is more robust than top-selling products across other verticals. The e-commerce landscape for apparel is incredibly competitive both inside and outside of Amazon. The lessons learned from the top performers in this present vertical …

Marketing Day: Spotify acquires two podcast companies, 5G’s impact on 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:Spotify solidifies foothold in podcasting with acquisitions of Gimlet, Anchor
Feb 6, 2019 by Robin Kurzer
The company shared the news with its Q4 2018 earnings, which showed a profit for the first time despite disappointing revenue per user.What impact will 5G have on marketing and advertising?
Feb 6, 2019 by Barry Levine
Carriers and device makers are rolling out the super-fast wireless service this year, so we asked experts about the potential for marketing and advertising.SMX Advanced registration is open!
Feb 6, 2019 by Marketing Land
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!
Super Bowl ads show…

Spotify solidifies foothold in podcasting with acquisitions of Gimlet, Anchor

Spotify announced it has acquired podcast development company Gimlet Media and back-end podcasting services firm Anchor on Wednesday with its Q4 2018 earnings report.The news put a bow on the audio platform’s first quarter to turn a profit. The report showed increases in almost every category, including MUAs (monthly active users), premium subscribers and engagement. Investors, however, were put off by declining ARPU (average revenue per user).The purchase helps position Spotify as a major podcast player, augmenting its current inventory with Gimlet’s cachet of well-known content, such as Homecoming and Reply All, and giving podcasters easy-to-use creation tools through Anchor. Spotify currently considers itself the second biggest podcasting platform in the world, behind Apple.Why you should careSpotify CEO and Founder Daniel Ek called the acquisitions “an opportunity that will allow us to reach beyond music to engage users in entirely new ways.”Spotify is the latest company to bulk u…

What impact will 5G have on marketing and advertising?

The coming of next-gen 5G wireless transmission will be a big deal for marketers.That’s the view of Alex Hertel, CEO of experiential marketing firm Xperiel, adding that this new level of wireless speed will erase the differences between online and offline. Many other marketers agree.5G rolls out this year5G is gearing up to launch later this year. According to mobile component maker Qualcomm, nearly two dozen wireless carriers will begin launching 5G services in 2019, including all the major carriers in the US, and eighteen Qualcomm-using device makers are releasing 5G mobile models.Verizon has launched a 5G-enabled home broadband service, AT&T has started 5G service in a dozen cities, and 5G networks are expected to be available by mid-2019.“The adoption of 5G will be even faster than what we saw on 4G, which was already fairly fast,” Qualcomm director of marketing Ignacio Contreras told Tom’s Guide. With data rates from 1 to 10 gigabits/second — up to 100 times faster than 4G LT…