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Showing posts from February 27, 2019
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Target launching invite-only online marketplace

Target’s looking to strike a balance between scale and quality in taking a new approach to its third-party marketplace.Why you should careAmazon and Walmart (among others such as eBay and Sears) have vast third-party seller marketplaces that are relatively low friction to apply and join. Target is taking a different approach, reaching out to select brand manufacturers is specific categories directly. There is no way to apply for the new program, called Target+, you must be invited.Those brands will handle shipping, returns and other related costs.We see this as a long-term opportunity to drive profitable growth,” said Rick Gomez, Target chief marketing officer and chief digital officer told CNBC. “This is intended to be a very curated and select group of products and brands.”More on the newsTarget is working with brands in sporting goods, toys, musical instruments to test the approach and may expand to home goods, electronics and outdoor gear, according to CNBC, based on in-store and …

10 Great Reasons To Attend SMX Advanced

Smart marketers know the learning never stops. Being the best means staying on top of the latest tactics, trends, and technologies. Attend SMX® Advanced, June 3-5 in Seattle for an elite training program designed for expert search marketers like you.Keep reading for 10 reasons why you should join us again…1. Program by Search Engine Land. Chances are you’re a regular reader of Search Engine Land, the search marketing industry publication of record. At SMX Advanced, you’ll get all of the expertise, analysis, and insights straight from Search Engine Land’s editors, contributors, and expert speakers.2. Something for everyone. Single-track conferences can be a snooze because it’s hard to offer something for everyone. We get that. That’s why we offer four tracks that run simultaneously — SEO, SEM, Insights, and Solutions. There will always be a session for you.3. Skip the basics. It’s right there in the name: SMX Advanced. Sessions are fast-paced. Q&As are no holds barred. You’ll dive …

How important are featured snippets and how can you get them?

Featured snippets are one of the main engines of economic growth today, with countless businesses and aspiring entrepreneurs relying upon them to get their message out to prospective clients.Despite the fact that featured snippets are a vital part of contemporary marketing and SEO success, however, many still struggle when it comes to properly leveraging featured snippets to the greatest extent possible, with some unlucky few having no idea where to begin at all.Just how important are featured snippets, and how can you go about getting them?Here’s a comprehensive breakdown of featured snippets and how you can bolster your SEO.Today’s searchers are dominated by featured snippetsIf you’re familiar with just about any popular search engine, from Google to Bing, you’ve likely already encountered featured snippets many times, even if you’re unsure of what they are.To put it simply, featured snippets are those tidbits of information and links to websites that appear the highest in search re…

Youtube and youth advertising: Oversight and transparency for our newest babysitter

In today’s world, consumers are (rightly) pushing for companies to be more thoroughly regulated. Transparency has become increasingly difficult to define and accomplish, especially as unlimited access to information without safeguards in place can have a negative impact on our most vulnerable population: children.In a recent Pew Research Center study, 80 percent of parents let their kids watch YouTube, and more than one third of those children visit the site regularly. Disturbingly, for kids who do use YouTube, 61 percent had viewed age-inappropriate videos.Just as teddy bears with hidden cameras have been used to catch troublesome caregivers, the question today is who is watching our collective babysitter, YouTube?Where we are nowWhile YouTube has taken many steps to manage these concerns (the YouTube Kids App, manual human content review, providing alternative news sources, removing content) there is still a landmine of concerns and privacy issues.YouTube’s CEO – while able to descr…

Is attribution dead? The answer is yes and no

Attribution is an analytical method that takes a lot of user-level data and tries to measure the impact of specific tactics on a positive outcome, such as a sale. In its algorithmic form, it is supposed to be an improvement on quaint methods like last-click-takes-all, which are obviously wrong, but very convenient. The purpose of attribution is to give fair credit to the tactics – placements, creative ideas, formats – that work.The term “attribution” refers to several types of models: Sales Attribution, Location Attribution and Multi-Touch Attribution (MTA). When people say “attribution is dead,” they’re usually referring to MTA and not the other two types of models. Sales attribution and location attribution are continuing to gain adoption within the industry as more media is executed through addressable channels and consumers increase mobile engagement and retailers seek to monetize their sales data.Multi-Touch Attribution isn’t dead, it’s just hardMulti-Touch Attribution (MTA) is n…

Retail manufacturers, Walmart wants your ad business

Walmart says its ready to start monetizing its shopper data and become a go-to ad network for retail manufacturers — both online and in-store.With Amazon’s rapid ad growth looming large, Walmart is bringing its ad sales in-house, bridging the divide between store and digital ad teams as part of a broader effort to build up its advertising business.Why you should careCompany executives said they want CMOs to consider “Walmart as a network I can go advertise on.” Steve Bratspies, chief merchandising officer for Walmart U.S., thinks Walmart’s unique combination of online and store purchase data from hundreds of millions of customers will make Walmart ad buys more efficient that the competition (e.g. Amazon).Walmart is ending its relationship with Triad, which managed ad sales on the retailer’s sites and other digital properties, The Wall Street Journal first reported Tuesday. WPP’s programmatic media unit Xaxis acquired Triad in 2017.As Amazon can attest, building up an in-house team and…

LiveRamp makes its IdentityLink available for RTB

LiveRamp’s IdentityLink visualization Identity resolution provider LiveRamp is now making its IdentityLink available for real-time bidding (RTB) on any demand-side platforms (DSPs).IdentityLink provides an anonymous identifier that pinpoints a specific individual across multiple devices and channels, including offline. With IdentityLink as part of their targeting data, LiveRamp said, advertisers can limit their advertising frequency to specific users and make opt-outs more persistent.Because IdentityLink works with a variety of matched cookies as well as mobile device IDs, LiveRamp also says its identity lasts longer than a single browser cookie.Previously, IdentityLink was available only to supply-side platforms via the Advertising ID Consortium, and selected DSPs. LiveRamp said IdentityLink is available free of charge to SSPs, and now to any DSPs.Why you should care. As a key member of the Consortium, LiveRamp’s IdentityLink is central to that organization’s effort to reduce the hass…

Conversation mapping: The new rules to win in search and content marketing

Almost two-thirds of marketers now admit that digital content strategy powers their entire digital plan and yet the majority of those that use it struggle to create a mix of content ‘good enough’ to win.That is the main finding from the second annual State of Content Marketing Survey, an annual temperature check of the UK’s top digital marketers.In it we discover that not only is the game getting harder to win, but skill and resource shortages are holding many of you back from the results you demand.And with an average of 23% of overall marketing budget now being attributed to content marketing it has to work.Marketers also made clear that a very significant gap still exists between being able to create a strategy that resonates with audiences but also delivers measurable ROI. Only one in five of those that took part can confidently claim to know how to tie those two things together and more than half claim to struggle in terms of creating the type of content that will actually work.Y…

WordPress 5.1 released with Site Health feature, developer tools, more

Used by more than 60 million websites, including more than 30 percent of the top 10 million websites, WordPress is the most popular website management system in use, according to Wikipedia. Now WordPress version 5.1, dubbed Betty, is out with updates and new features.Site Health. WordPress now alerts administrators that run outdated versions of PHP, which may have potential speed and security issues. It also determines whether a plugin requires a version of PHP incompatible with your site and will not allow installation if so.Improved editor performance. The focus here has been to speed up the editor and make the overall interface feel smoother and more responsive.Developer tools. New tools include:Multisite metadataUpdated Cron APINew JavaScript build processesOther miscellaneous improvementsFor more information, including a complete list of updates and links to download new files, see the official WordPress 5.1 installation and update information page.The post WordPress 5.1 released…

3 martech trends you need to know now

If there’s one thing that’s certain in the field of marketing technology, it’s change. Rather than slowing down, several big changes are accelerating across the industry. And the good news is that you can harness them to your advantage for better marketing and better business.Join Scott Brinker for a live, exclusive look at the three overarching trends shaping marketing technology today and in the future:The maturing of martech platform ecosystems.The blending of software and services.The rise of citizen engineers.Learn how you can harness these trends to break free of classic trade-offs and have “the best of both worlds” – standardization and specialization; cutting-edge technology and human expertise; and customized martech capabilities without reinventing the wheel.Learn more. Register today for “2019 Martech Trends You Need To Know,” sponsored by MarTech Conference and chiefmartec.com.The post 3 martech trends you need to know now appeared first on Marketing Land.

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Join Marketing Land as deputy editor

Third Door Media is currently looking for a Deputy Editor to help drive its industry-leading coverage of digital marketing on Marketing Land, Search Engine Land and MarTech Today.The Deputy Editor supports the Editor-in-Chief with the day-to-day editorial management of our content, which includes tasks such as story planning, staff assignment management and editing for voice, authority and clarity. The Deputy Editor is also a reporter who creates news and feature copy daily for the brand.Authority is essential to us, so we’re looking for someone who has either covered digital marketing extensively for a media brand, or has worked as a professional marketer and has solid editorial chops.This is a remote position.Core job responsibilitiesReport daily on news tied to digital marketing topics, including SEO, performance marketing, marketing technology and management.Regularly write feature articles, guides, analysis and other forms of in-depth content to advance our mission to inform, eng…